For people starting out in the self-publishing business, Valerie Fuqua, author/artist and regular contributor to the Bashful Blagger, shares her thoughts on marketing. Valerie says, “I’m still new to this thing, too, but I’d like to warn you of a few things that people don’t always realize.”

Shown here with one of the ornaments she makes, Valerie is a frequent contributor to Women Writers, Editors, Agents, and Publishers. In a recent post to this highly popular group on Facebook she wrote: “I know it can be really tough to get your book from a draft to published and in the hands of your readers, without sacrificing a ton of money. For many of us, it feels like this terrifying, unknowable enigma! It’s certainly how I thought of it at first.

“But after three years of hanging out in this group, talking to successful authors about what they did right and the unsuccessful about what they tried, I’ve come back with a whole lot of great tips and tricks on how to increase your chances of success as a self-published author!”

Valerie adds, “It’s a rough road, to be sure, and rougher still when you try to do things yourself, but this article can give those of you who haven’t found success yet a few new ideas on how to do the next time better and maybe even how to start finding success on what you have out already!”

Actually, Valerie was talking about a previous post for the Bashful Blagger, How to cut the cost of self-publishing, but her words apply just as well to this article on book marketing. Read on…

It takes time

For novice self-publishers, getting started on marketing is hard. It can take a lot more time and effort to get your sales in the beginning rather than later on in the game. Make sure you don’t expect the same results as a more established author.

Marketing is ongoing. Everything you do can build to more. If you find you don’t break even after a certain period of marketing, this does not mean it’s a failure. It can simply mean it didn’t have enough time or effort to build to the sales you need. You also haven’t had time to see all the results come in because time continues on and your book remains for sale.

Some customers do not immediately buy after seeing your ad. Some take their time and think it over or wait for a stimulus in their life to inspire them to purchase your book. Try not to assume things are failures. It’s better to just compare levels of effectiveness.

Listen to those red flags!

I HIGHLY recommend getting your marketing done by someone who knows what they’re doing. If that isn’t you, you may have to hire someone. Thing is, there are soo many scammers out there!

I’ve noticed a TON of red-flag behavior from people professing to be editors, publishers and especially marketers. Make sure this is a real person that actually does a service for people before you hand your money over.

Be suspicious. Scammers tell you things that don’t sound right and have odd contact and payment info! These are hallmarks of scammers because it’s easier to cut off communication and keep the money instead of it becoming reversed back to you.

Check Writer Beware®, take nothing at their word, and never pay everything up-front. Marketing services are expensive and there is no guarantee of paying off.

General marketing strategies

Pluck up your courage and:

• Contact bookstores. Either convince them to purchase your book for their stock or leave a few copies on consignment. Self-publishers especially need to do this because it’s the only way to get into the stores
• Offer to arrange book signings and/or book readings at local bookstores
• Offer to do the same at local coffeeshops

• Often waiting rooms need reading material. Approach businesses relating to your subject matter and see if you can leave some copies on hand for purchase or perusal. For example, a kid’s book is great for baby-and-me waiting rooms; books on birthing or child-rearing books work well for neonatal doctor’s offices; and depression / suicide / trauma self-help books will suit psychologists’ offices
• If your book relates to the cause of a non-profit, approach them about getting on their reading list
• Donate your book or ask for it to be stocked by public libraries (if you’re interested in this option, I have more info on how to do it)
• Do the same for school and/or university libraries
• Go to book fairs and especially craft fairs to sell your book in person. Works best if you’re outgoing (or pretend to be for the day; let me know if you’re interested in this option, I have more info on how to do it)
• Approach online and local book clubs about getting your book onto their reading list
• Write a press release for online and local newspapers. Let recipients know your book is available for review and you are available for an interview by a journalist (written or recorded)
• Identify relevant podcasters and ask them for an interview
• Share reviews of your book with friends and followers on social media and don’t forget to ask them to help spread the good word

• Join or partner with websites that match readers with books they like, for example The Fussy Librarian, Bookbub, and the like. Sign up for their newsletters, read their blogs. Price your book at a steep discount (e.g., $0.99) and run ads on these websites. These ads can truly boost your sales, and they’re quite cheap compared to social media ads.▼

Marketing resources

The Writer Beware® website is a comprehensive source of information and warnings about scams and other bad practice in the publishing business. Its blog “shines a bright light into the dark corners of the shadow-world of literary scams, schemes, and pitfalls.” It also provides advice for writers, industry news, and commentary.

The Fussy Librarian matches readers not only with the genre of books they like but also their preferences about content. The website offers “affordable, accessible & effective marketing for authors.”

 

BookBub offers to help you reach more readers and sell more books. Getting your books discovered in today’s crowded marketplace is challenging. Fortunately, BookBub has “the tools you need to connect with millions of power readers hungry for their next great book.”▼

Contact

Follow Valerie Fuqua on Facebook.
Find Valerie’s e-books here at Barnes & Noble. And don’t forget to leave a review.▼