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tlbodine · 3 years

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Things That Do (And Don’t) Sell Books (in my experience)

I’ve just finished reading this book:

I am both amused and a bit disheartened to have read the whole thing and discovered that I knew pretty much everything in it. Amused, because I guess I’ve picked up a lot of knowledge over the years. Disheartened, because it clearly has not led to me becoming the break-away success I always dreamed of. Ah well. Live and learn.

I’m all about transparency in this business, so I wanted to talk honestly for a while about book marketing and what I’ve experienced in terms of what does and does not seem to work. I’d love to hear your thoughts, so chime in with your own experiences!

Branding and Audience

The first third of Burke’s book is dedicated to this aspect, and it’s an important marketing step that’s easy to overlook. The idea is basically that you can’t market a product unless it has a brand identity. To create your brand, you need to do the following:

Identify the audience who you are trying to reach with your work, or who would be most receptive to what you’re writing

Identify your dreams and goals so you have a clear picture in mind of what you want to accomplish

Figure out how to position yourself in such a way that you a.) stand out from the competition but b.) people can still relate to and understand at a glance

Find a way to communicate your brand consistently in terms of the language used, your aesthetic, the way you act online, and so forth.

When it comes to brand-building as an author, I think I’ve got a bit of a corner nailed down. I at least hope to be perceived as someone level-headed, thoughtful, generally positive/empathetic and humanist, but also critical and looking deeper into the meanings of things -- all of which are traits I personally possess and which are baked in to the work I do. In support of that branding, I curate my activity online as best I can: I post things that are of a certain horror aesthetic that I feel overlaps with my own interests/style; I give writing advice and boost people in the community where I can; I wade into discourse selectively and thoughtfully; I give media reviews and analysis that I think would be interesting to like-minded people.

The “identify the audience” part is much harder for me. I’m still honestly not sure who my ideal reader is, or where exactly to go to find my audience. At this point I’m kind of scattering crumbs of myself out into the wind and hoping it will attract people who will, in turn, be interested in the work that I do (and both willing and able to support it financially).

Things I’ve Done With Varying Degrees of Success:

Aforementioned blogging activities. I have slowly but steadily grown my following her on tumblr and other social media sites as well as my author newsletter on substack, but it’s not clear to what extent that following translates into book sales. My writing advice posts vastly out-perform all of my other content, but I haven’t seen compelling evidence that the people interested in my writing advice are especially interested in my fiction -- it seems to be two separate groups, with maybe a sliver of overlap.

Content marketing with more short fiction. This seems like it should be the safest, surest way to find more readers, but it’s time-consuming and discouraging because of the discoverability cycle. My horror flash fiction posts don’t get nearly as many notes as my advice posts. My attempts to get into the big anthologies that pop up have so far amounted to little, although I do need to write more. It’s just that coming up with new ideas and writing them all the time is a lot of work, and if it’s not paying off maybe I’m still better off dedicating that work to my novels.

Sending ARCs to book bloggers/reviewers/booktube etc. I sent out dozens, if not hundreds, of these and got next to no response. I do think part of the problem is that, at the time, I had no Twitter presence, and -- like it or not -- there seems to be a bit of cliqueishness to this aspect of the book world. Now that I’ve spent more time on Twitter ingratiating myself with the horror community, I suspect I’ll have a somewhat easier job securing blurbs and reviews at least from the people in my extended social circle. But I won’t know until I try it again. *I also know I would have greater success with this if I’d been sending paperback ARCs instead of digital. I didn’t, because the cost of buying more author copies + shipping was prohibitive.

Author Newsletter. I maintain mine in conjunction with my Patreon account. I send a monthly news round-up, making a point of shouting out both industry news and the milestones/achievements of others in the community as well as providing what I hope to be value-added or interesting content (in the form of blog posts my patrons vote on). It does OK. I average a couple of new sign-ups per month this way and tend to hover around a 25% open rate, which isn’t terrible. But it’s not great, either, and I won’t know for sure whether any of those opens will actually yield sales at any point.

Interpersonal relationships/community building. Hands down the most successful “marketing” thing I’ve ever done is make friends with people. My writing discord group is small but very close-knit and interacting with them is one of the genuine highlights of my day. I didn’t really make it with mercenary intentions of selling books, but it has directly resulted in sales. Similarly, there are a handful of authors from Twitter and Wattpad that I’ve developed genuine friendships with, and we buy each other’s books and support one another. This whole community aspect is extremely rewarding and I’d do it whether or not it sold books, but it’s also not exactly easy to scale. I can only maintain genuine friendships with so many people.

Posting in reading groups. The books that allow self-promo are so saturated with it that nobody pays any attention. The good groups do not allow self-promo, unless it’s in the form of getting down in the comments and recommending a book on a per-person basis to people looking for a specific thing, and only then if you’re not being spammy. Again, this is time-consuming. You could spend your entire life in these groups, hand-selling books to these people, and maybe picking up a few sales. They do seem like a good place to identify trends, though, so they’re good for market research if not direct selling.

Things I Have Not Done, But Which I Suspect Would Sell Books

Paid promotions. The golden ticket for book sales still seems to be landing a BookBub promo. If you’re unfamiliar, this is where you price your book at 99 cents or free and then pay bookbub to include it in their deals newsletter. Bookbub is very popular and moves a lot of copies. Ideally, you want to set it up so that your cheap book is the first in a series, and people snap that up and then come back to read the rest. This requires you to have written a series. Also bookbub is expensive because these are premium ads. We’re talking hundreds of dollars for one ad. There are other book promos that are cheaper but don’t have the same buy-through rate.

Ads on facebook/amazon. I’m only dimly familiar with the ins and outs of these ads. They can be relatively cheap, but the amount of visibility they have is tied to your budget -- so the more you can spend on a campaign, the better your performance will be.

Calling bookstores/libraries and asking them to order. I should do this. I have not done this purely because I am a coward.

I am not certain what more I can do to promote my books without spending money.

I understand the “spend money to make money” concept, but I also understand the “I have a limited budget and cannot spend it willy nilly on things that still might not actually pay off, especially considering how expensive self-publishing is when you want to do it right.”

...This post ended up in a much more bitter place than I meant for it to. Sorry. I’ll check in if I remember additional points that could be successful strategies.

#writing #publishing #writing advice #publishing advice #writeblr #long post

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