Today’s post is by children’s author and digital strategist Angie Isaacs.
Show of hands, writers, how many of you love book marketing? I can’t see through your screen, but I know very few of you have your hands up.
Authors hate what they think marketing is. Like most writers, I was not initially thrilled with marketing. But the more I learned, the more my feelings about marketing shifted. Not only is my marketing more successful now, I also enjoy it! (Yes, really!)
I’ve seen the same thing with other writers—their feelings about marketing shift. Not everyone comes to love it, but they can approach it with less dread and more success.
Book Marketing Misconception 1: Always be closing
“Always be closing” is a marketing truism that does a disservice to authors. Marketing is not just sales. If you hear “marketing” and imagine a pushy used car salesman, it’s no wonder you want to avoid it. And you should!
The truth: Constant selling will chase away your audience
Ever follow someone on social media, sign up for a webinar, or show up to a “party” only to discover that you’ve been tricked into a thinly veiled sales talk? You probably feel swindled, mad, and uncomfortable.
What you didn’t feel was an urge to buy. You probably unfollowed, unsubscribed, and excused yourself as fast as you could. Your audience feels the same way. So if your entire message is “buy my book,” then you’re losing your audience and not getting sales.
What to do instead: Limit sales-oriented messages.
You will do more sales-related marketing when you have a specific reason to promote (launching a book, promoting an event or class, etc). But most of the time, your marketing content should focus on things your audience will like and want to engage with. Marketers often define this as content that:
- Entertains: a funny anecdote or video
- Educates: recommendations or resources for your readers will like
- Inspires: inspirational quotes or messages
- Intrigues: behind the scenes of your writing process or interesting facts
- Relates to your audience: a meme about how much writers dread marketing
Above all: your marketing should make your potential buyers enjoy following you!
Book Marketing Misconception 2: Marketing is a one-way street
A related misconception is that your job is done once you’ve posted to social media, written a blog post, put up an ad, or put on an event.
The truth: You reap what you sow in marketing
You get what you put in. Pushy marketers take without giving back to the community. If all you do is push your own content, it won’t work. People don’t want one-sided relationships.
What to do instead: be a valued community member.
Effective marketing is about relationships, not pushing sales. Build a relationship first, then when it’s time to sell, the community will be happy to listen and might even spread the word for you.
I saw this back in my Girl Scout cookie days. I knocked on a lot of strangers’ doors. Even with yummy cookies and cute gap teeth, few people bought and some people were annoyed at being interrupted for a sales pitch.
One knock on my favorite neighbor’s door and she bought my whole stock, then took the sales form to her book club to sell more. The sales pitch and the product were the same, but the relationship is what led to immediate, easy sales, and a customer who spread the word.
You build relationships with your audience on social media, newsletters, and blogs when you
- Post or send regularly
- Engage in others’ conversations (like, comment, etc.)
- Engage with the people who comment on your work (like and reply to comments)
Above all, be a good member of the community whether online or offline. It takes little effort and the rewards are huge in both marketing and belonging to a community that will help you persevere (and stay sane). Things you can do:
- Congratulate and cheer on others!
- Be helpful
- Commiserate and empathize
- Be kind
Reframing your marketing from “selling things” to “building relationships with people who like the same things as me” (such as your readers and fellow writers) makes a huge difference in how you feel about marketing. And it’s much more effective!
Book Marketing Misconception 3: You have to do everything and be everywhere
Authors are often stretched thin trying to post to every social media channel, alongside blogging, sending a newsletter, producing a podcast, etc. (Plus, you know, actually writing.) That makes it hard to do a good job on any one thing.
The Truth: Consistency matters more than doing it all
Showing up consistently on a manageable number of platforms will get you better results than trying to do everything. There are three pieces driving this advice:
- People have to see your message, on average, seven times to take action.
- Social media sites are more likely to show your content to followers if you post regularly.
- You won’t get anywhere if you burn yourself out!
“Manageable” is important. I don’t know a single author who has enough time to do everything. (Myself included.) Which is why I recommend prioritizing the most important things instead of trying to do everything.
What to do instead: Do fewer things, less well, but do it more often.
You will have better marketing results and more peace. Pick the things that maximize your marketing effectiveness and joy. This will free up more time, so you can be more consistent.
In terms of effectiveness, newsletters are still one of the best marketing tools. If you’re not sure what to post in your newsletter, I have a free guide with 60+ ideas for your author newsletter.
Shifting your understanding and approach to book marketing can transform it from a dreaded chore to a rewarding part of our journey. Focus less on sales pitches and more on building genuine relationships, to engage readers in meaningful ways that benefit everyone. Remember, effective book marketing is not about being everywhere all the time, but about consistency, authenticity, and understanding the needs of your community.
