Book Marketing 101 for the Self-Published Author -- Getting Started

No matter what any publisher or marketing company tells you (even the traditional publishing houses), you, the author, are almost 100% the reason your book will sell.

It is your belief, excitement, enthusiasm, and energy that will get a reader excited about buying your book.

Publishers are certainly a vehicle by which you can communicate your passion to the rest of the world, but, for ANYTHING to happen you'll need to know a few things about yourself and your book -- and be able to communicate them very clearly.

1 -- What is your definition of success for your book?

Some authors write and self publish for themselves and their families only -? they don't dream of their books as bestsellers in the marketplace. Some authors write for a very specific personal need to tell their story. Some have unique insight into very specific topics. Many have dreams of seeing their book in the front of Borders or Barnes & Noble. Each author is different, but you MUST decide what your real definition of success happens to be. Don't try to pursue a goal that may not be what you actually feel is important.

2 -- Who will buy your book?

This is the big secret to sales success in self publishing. Target your marketing to your potential reader -? and have it be someone who is reachable.

"Everyone will want to read my book!" Sorry, but that doesn't work. Even the absolute best selling books ? that sell 2 or 3 million copies in a year -- only penetrate to a very small percent of the population. Sales success for your book will be driven by defining a very clear picture of who is interested in what you have to say.

And -- they must be identifiable: Make a list! Which groups would be interested in your book? Why? Who is next? Why should the need or want your book? (remember this ? someone is more likely to buy something they NEED before something they WANT)

Now ?- narrow it down even more. Years ago books on computers were all the rage -? the market was saturated at the "beginner" level, and it seemed impossible to get anymore books into consumers hands. Then a company came along with the bright idea that they would write a computer book for beginners ? but beginners who felt intimidated by their computers ? and the now ubiquitous and quite famous "For Dummies" series was born ? at the time the books hit, there were nearly 3 dozen titles out for beginners. Yet this one scooped up nearly a 70% market share overnight. The rest were left to fight for the scraps. Find a unique angle about your book ? and don't try and be everything to everyone, because you can't -? instead target 100% of a specific part!

3 -- Where will you sell your book?

Start Worldwide (world wide web that is) and then get local: Where are your customers? Probably scattered around the country. Use the power of print on demand and just in time fulfillment to deliver books all across the nation without having to print hundreds at a time. Where does your customer hang out online? What magazines and papers do they read? What stores do they frequent -? that AREN'T bookstores? What associations, clubs, or affiliations do they join? What conventions to they go to? How can you reach them? Promote your books where you find your potential buyers.

4 - How will you promote your book?

The least expensive and most effective ways to promote books are with book reviews, news releases, search engine registration, and some form of highly targeted direct advertising ? such as email campaigns, news releases, and pay-for-performance click through advertising. Longer term promotions include author signings, TV and Radio spots, and tradeshows ?- these are also the most difficult, time consuming, and expensive to secure.

Do NOT neglect the power of you the author ?- many publishers promotional packages include materials that can help turn you into a promotional machine. Business cards, posters, bookmarks -? all are available to support your marketing efforts.

Follow these steps on creating a plan for your book, and you'll find it much easier to create an effective and efficient marketing program for your book.

Ray Robinson is a partner in Dog Ear Publishing http://www.dogearpublishing.net a self publishing services company specializing in delivering "high touch" services to the author community. His company provides a full range of services to authors, from editorial to page layout to marketing and fulfillment.

---

The High Cost of a Six-Figure Book Advance

The six-figure book advance, like the New York Times bestseller,... Read More

How to Schedule a Book Signing

How would you like to sell more copies of your... Read More

Sell More Books With Your Sparkling Introduction

Why write an introduction? Nobody reads it anyway. Up until... Read More

Online Book Promotion Beats Traditional Seven to One - Part 1

While traditional marketing can work for the book author or... Read More

Five Secrets of Winning Book Proposals

Working in the publishing industry comes with a high expectation,... Read More

Never Pay Full Price for a Book!

Are you an avid reader? Are you trying to instill... Read More

Book Promotion Myth -- The Best Place to Sell Books is a Bookstore

When authors think of their audience buying books they think... Read More

Book Marketing 101- Book Publicity for Authors -- Creating a Book Publicity Campaign

Publicity is that elusive thing that can make or break... Read More

How to Market Your Unsold Books on the Internet: Its Easy

Your book expresses your wondrous information, your creativity, and your... Read More

Sell Your Book with Pennies

Imagine you share a huge penny... Read More

Raise Your Hand If Youd Consider Giving Up The Rights To Your Book Forever

If Random House pulls up to your house with a... Read More

Extend Your Books Life With a Sales Letter

Authors, publishers and business owners are great at getting their... Read More

Ten Ways to Make Your Book Outsell Another

Wouldn't you rather write a book that sells well than... Read More

Successful Book Marketing The Natural Way - Part 1

Is your mind muddy on book marketing? Do you wake... Read More

Promote Your Books on Talk Shows and Make More Money

Successful authors are convinced that radio interviews are the very... Read More

Plays Well With Others to Become an Instant Author

You wrote a tips booklet. Maybe more than one. Oh... Read More

Three Powerful Tips on Selecting a Book Topic that Sells

The topic of your book or eBook counts-big time. Which... Read More

Comments From A Book Reviewer

For the past several years I have been reviewing books... Read More

Book Marketing 101 - Setting up Author Events and Book Signings -- Get the Most from Book Publicity

We all have at one time or another had the... Read More

FSBO Author believes in Bookswaps

Hi Noel,I absolutely love your website, As an MS sufferer... Read More

Super Profitable Techniques for Selling Books By Mail

The total number of books sold by small, part-time mail... Read More

Distribute Your Self-Published Book - Part 1

Where is your book now? With a distributor? In a... Read More

Publicity for Buzz Marketing for Authors

Congratulations, you've written a book and even gotten it published!... Read More

Best Selling Book Cover Design

To get a book cover design may be expensive and... Read More

Interview with Book and Marketing Coach-Judy Cullins - Part 2

To know what to do at the right time in... Read More