Most Indie authors know promoting a book is the real hard work in the writing profession. Most of us have already spending an infinite time online, at speaking events, book signings, conferences, and who knows what else, always trying to promote ourselves and our books. For some those efforts translate into book sales, but for others it doesn’t. Why is that? What do some authors do that helps sell books? What are we missing when our promotion efforts don’t produce the expected results? Is there such thing as the perfect formula? In the years I’ve been doing this I can only offer a straight “No” as the answer to this last question. Book promotion is not a cookie-cutter design. Yes, we must use online tools in combination with real world events and opportunities, but how we combine them is not a “one-size-fits-all” thing.
Below are some tips on how to design a promotion campaign customized to each title:
• The most important thing is to always begin promoting early. That is about 6 months before the book is out. While the book is still in production, the author should be already being planning what strategy best fits the book, and begin putting it in motion.
• Get help. Even when the author plans to do their own campaign, some guidance is necessary in order to navigate the different angles, tools, and best timing for the launch of the campaign. So partnering up with a publicist even if just for consulting always makes good sense.
• Make a decision and be persistent! Promoting your book is not a “once and done” thing. It must be a consistent effort for as long as the book is for sale.
• Be proactive. In the end no one is more interested in selling your book than you - not Bookstores, not publishers, not publicists! So the author should always be a consistent promotion pusher. Be proud of your product and keep up with it!
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