5 Ways Your Competition Can Help You Promote Your Books

If you want to market successfully, you need to be smart. Why reinvent the wheel if there are more effective ways to promote yourself and your books? If you take the time to see what your competitors are doing, you’ll discover plenty of ideas and inspiration to keep you going – without resorting to only imitating what others do.

You’re simply being a smart marketer, and that means keeping your finger on the pulse of what’s happening. Understanding your market means being aware of who else is in the space. What books have they written? How do they price their books? How do they reach their audience? When you learn these things, you’ll have a better understanding of your market, and you’ll be in the perfect position to set yourself apart from your competitors.

This isn't about copying anyone. Imitation is not the sincerest form of flattery in this case. But you should know who else is in your market. You’ll gain so many insights from keeping tabs on your competitors. You’ll also learn some valuable marketing tips, and if you’re ever wondering how to get your message out more effectively you may find the answers from observing what your peers say and do to keep their fans engaged.

Here are some ways you can keep up with the competition:

1. Google search and alerts: You start by looking for others in your market. You’ll find names and book titles, but you’ll also discover ways to touch base with your fans. No matter your topic, search for authors and books, but ignore the big names and titles. At their level, they can do just about anything and they’ll succeed – that’s one of the bonuses of their success, they are now their own brands (think Stephen King, Nora Roberts, Deepak Chopra). Look for the level below this supergroup because these are the authors who are working hard to break through.

Develop your list of competitors and sign up for their newsletters and follow them on social media. This is how you’ll learn what they do to market themselves, but you’ll also support another author. You’ll learn a lot from this stage of your research, starting with the best social media sites for your market. Then take a closer look at what they do, what they share, how frequently they blog. You’ll save a lot of time down the road by doing this research and using the results to help you focus your own marketing efforts.

You can also set up Google Alerts, and use sites like talkwalker.com and mention.net to monitor their activity. You’ll also see where they've been featured, and you can use that information when it’s time to pitch yourself.

2. Go to the bookstore: A significant portion of book awareness still comes from brick and mortar stores, and knowing what’s selling well in your market is important. Bookstores will only stock books they believe will sell. Check out your genre and see what’s in stock, but once again, focus not on the big names but on the authors you don’t know. The big names get shelf space easily, but it’s much more of a challenge for lesser-known authors. You should buy copies of those books, too, as part of your research. Then you can see how they handled their topic, and you can discover ways to address the issues more effectively. Or, you’ll learn how you can make your book different from theirs.

3. Look for reviews: Find the books on Amazon and then read the reviews. See what readers say; what did they like? What did they feel was missing? You can discover issues and trends that haven’t been covered, or realize you can address the issues from a new perspective that meets readers’ needs.

4. Attend author presentations: If you’re lucky, at least one of the authors you’re following will have an event in your area that you can attend. This is a great way to network, meet people in your market, and support another author. If the author has a speaking event make note of the questions attendees ask because they can be fodder for topics you can cover – in your blog, in a new book, etc.

5. Check out conferences: This is an opportunity for you to learn from others in your field. You’ll get to meet people, network, and gain new ideas. You’ll get stale if you remain stuck in your office. You’ll also find it easier to remain motivated when you keep up with your industry.

A big component of success is getting to know your market and keeping up with what’s going on. The benefits are manifold: you’ll learn, get new ideas, make contacts, and build connections with colleagues (they aren't just competition) as well as fans. That’s what all the research, learning, and sharing is ultimately about: helping you grow your own fanbase.

Article reprinted from "The Book Marketing Expert newsletter," a free e-zine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com

 

I Have a Ton of Reviews for My Book But it's Not Selling!

I am attending two book launches in May and I will also be interviewing the authors. I thought this article I got from "The Book Marketing Expert Newsletter" was appropriate since one of the authors was looking for book reviewers.

I'm passing on this helpful information to my fellow writers and bloggie friends.

Over the years I've heard this phrase thousands of times. Authors getting great reviews, getting awards, even local media and still, book sales aren't happening. When you have external validation, it's hard to really understand where the disconnect is, isn't it? Sometimes though, it may be just a matter of taking a closer look and analyzing your marketing using a different lens. Let's take a look at some things that you may want to consider:

* Leverage: First and foremost is leverage. How are you leveraging all of these other things? If you're not, you might consider it. It's easy enough to slap an award sticker on your book, but what else have you done to promote this? Consider:

* Announce it locally: Especially if you won the award. Honorable mentions are great, but not as appealing to local media.
* Contact your local bookstores. If they've said no before perhaps adding an award to your resume might entice them. Remember people like what other people like. The same goes for bookstores.
* Add it to your website. That's a given. Same for your email signature line.
* Reviewers: If you have reviewers that are pending, meaning you're targeted them with no response, why not make a second (gentle) sweep and let them know you won this award?
* Endorsements: If you've been after high-profile endorsements for your book but they keep eluding you, you may have a better chance of it with an award in your pocket, so try pitching them again.

* Reviews: If you have a lot of reviews and aren't seeing a lot of sales, I would say take a lesson from the "leverage" piece above and see if any of it applies to your pulling in more reviews. For example, if you have endorsers who haven't responded to your requests, or bookstores that have given you the brush-off, this could be a great way to gain their attention. The same doesn't apply to reviewers, however. Most reviewers aren't swayed by books that have tons of reviews. They either select the book or they don't, so don't push this one too hard.

* Engagement: Sometimes when we get a "hit" somewhere we tend to focus all of our energy there. That's a great thing, but maybe now it's time to step back and see what else you can do that you haven't focused on. Try engaging readers. When was the last time you sent a round of thank-you notes to reviewers who reviewed your book, or posted a thank-you on their blog? If you're getting a lot of comments on your website, or on blogs or interviews you've done elsewhere, I would encourage you to connect with readers there, too. Additionally, have you considering getting onto GoodReads, Library Thing or Wattpad and building readership there? And a final note on engaging. If you're a fiction author perhaps you should consider engaging your readers with your characters. If you can get your readers to fall in love (or in hate) with your characters, you can really build a strong audience that way.

* Media gets media: Some authors also come to me saying, "I've gotten tons of local media but nothing nationally." This is also pretty typical but here's something you can do. Media loves media and the more media you get, the more you'll get - if that makes sense. When you pitch yourself to national media, include a one-sheet of all of the places you've been featured. Even if it's in your own town.

* The plight of book reviews: Do book reviews really sell books? Candidly, it's hard to know. I do know that lots of exposure sells books but it's really about the right kind of exposure and, beyond that, it's about exposure in a myriad of areas. If you've been heavily focused on getting a ton of book reviews, and your Amazon page is populated with more fond words than you know what to do with, maybe it's time to move into a new area of promotion. Content, content: There was a discussion around content during a recent event I attended at both Digital Book World and Tools of Change. Both of these programs had folks talking about the importance of free and also of putting out frequent content. Don't wait eighteen months to release a book which leaves your reader hanging for more from your characters.

* Realigning your perspective on book sales: Truth is, most of us think we should be selling more than we are. We hear the "average" in book sales and then on the flip side, we hear about folks like Hugh Howey who is selling zillions of copies of his book. Where's the reality? Well, the answer is somewhere in between. If you have all these awards and are selling a book a day, I would say that depending on your market that may not be a bad start. For example, if you're sitting in the contemporary romance market, that's a pretty cluttered category so you may not sell as many as if you were in something more niche. I've seen some authors who can't get beyond selling a book a month. Seriously.

Reviews, awards, and nods from important people in your industry are fantastic, but like a tree falling in the forest if you don't tell folks about it, no one will know. Yes, you do often have to hit readers over the head with things if for no other reason than people are busy. Got an award? Shout it from the rooftops. Got tons of great reviews? Let's see if that can be a stepping stone to something else.

In the end, everything is a pathway to something else. If you get a bunch of awards for your book and figure your work stops there, that's a big mistake. Follow the path to something else, which will take you to something else, and so on. At some point at the end of that road you may very well find a pot of gold, and, you'll likely be selling more books.

Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com

How Book Shepherds Can Help Authors

Today's post is an article by my guest, Scott Lorenz, President of Westwind Communications who talks about book shepherds (Truth be told, this is new info for me).

I recommend authors look into hiring a book shepherd for a current or upcoming writing and publishing project. A book shepherd is someone whose expertise in books and publishing will help you throughout the entire book process. From cover art, editing, dealing with Amazon to locating a printer, a book shepherd will assist you from start to finish.  

I am a proponent of using a book shepherd because there are so many things to know about in the book publishing process and so much is swiftly changing its extremely difficult to keep up with it all. It takes a person with experience to guide you along the way and that’s what a book shepherd does. Hiring a guide is a concept that’s been working for humankind for thousands of years. If you were going to a foreign land and wanted to see and do as much as you could would you read a guide book or hire someone to show you? Consider yourself fortunate if you can afford a book shepherd as it is well worth the money spent.

Dan Poynter recently compiled a comprehensive list of book shepherds. At the top of his list is Shel Horowitz who explains his role: “Basically, I walk unpublished writers through the process of becoming well-published authors. I start by helping them determine if they should publish traditionally, self-publish, or subsidy publish--and then help them complete all the steps for their choice, then work with them on the marketing as the book nears completion.”

Tanya Hall is a unique book shepherd in that she works for a national publisher/distributor. “So instead of working in a vacuum without any up-to-the-minute feedback on trends, pitches, etc like most book shepherds operate, I have the luxury of a sales force and team of experts behind me to guide the direction I give to my clients. Most of our clients “in development” go through an editorial project development phase, followed by any number of services ranging from design to printing to (if accepted for publication/distribution by our review committee) distribution and marketing.” For more information, visit her website http://www.greenleafbookgroup.com.

The Bottom Line: If you can afford to spend a few hundred to a few thousand dollars on a book shepherd, I highly suggest you do so as it will help save your sanity! There are so many exciting changes in the book publishing business it’s practically impossible to keep up with them all. The book shepherd will help you through the entire process or just a piece of the process where you need it.
Check out this audio interview about book shepherds I did with Clark Covington at this link:

http://bookmarketing.net/news/2012/07/18/book-publicist-scott-lorenz-talks-book-shepherds/ 

For more information you can contact Scott at:Westwind Communications

1310 Maple Street

Plymouth, MI 48170

Office: 734-667-2090

Cell: 248-705-2214

scottlorenz@westwindcos.com

http://www.book-marketing-expert.com

http://www.twitter.com/@abookpublicist