Tips and resources to successfully market a book | Traditional Marketing

Getting endorsements for your book from published authors or experts in your field is key to establishing your credibility, and we advise that authors start soliciting endorsements as soon as possible.

Benefits of endorsements:

• They lend credibility to your work
• They pump up your publicity
• Bookstore buyers consider them when deciding whether to place orders
• Consumers look at them when deciding whether to buy a book

3 Steps to Successfully Soliciting Endorsements:

Step 1: Evaluate your contact network.
Consider experts in your field. Do you know any potential endorsers? If not, do you know anybody who can put you in touch with a potential endorser? Look at the bestselling authors in your genre. Do you have some way of contacting them directly? If all else fails, you can try contacting them through their publishers or agents.

Step 2: Determine which celebrities or experts are appropriate for the book’s subject.
The most effective endorsements are from other authors, particularly bestselling authors. Celebrity endorsements may also be helpful, but only if the celebrity is known to have an interest in the subject matter of the book. For business books, well-known business leaders are also good endorsers. Consider the different audiences for your book and work toward a variety of endorsements that, together, speak to all of your readers.

Step 3: Request endorsements by preparing a clean copy of your manuscript or an ARC along with a cover letter.
It’s a common practice to write a sample endorsement or two and include them in the cover letter. Indicate that it is a sample endorsement, and the endorser is welcome to use it, modify it, or write an original endorsement. Pre-written endorsements not only improve your chances of receiving an endorsement but also help emphasize the selling points that you’re interested in publicizing. Keep endorsements short and sweet. A couple of sentences is an ideal length to capture readers’ and buyers’ attention.

The initial stage of marketing begins a good deal in advance of the publication date with the release of advance reader’s copies. These softcover, un-proofread, early editions of the book are one of the most effective ways to get you distribution and media coverage.

Advance reader’s copies—also referred to as galleys or ARCs—are typically printed at least 3+ months in advance of the publication date and serve a number of preliminary promotional purposes:

• Publishers and distributors use ARCs to pitch the title to major booksellers and solicit opening buys.
• ARCs are critical to pursuing long-lead reviews from print publications, such as magazines and trade journals.
• ARCs can be submitted to book clubs for preliminary review.
• ARCs can be send to endorsers you are pursuing—fellow authors, celebrities, and experts on your book’s topic.
• When distributed to bookstores, ARCs create anticipation and allow store staff to become acquainted with the subject material.
• Authors can hand out ARCs to their network of friends, family, and coworkers to generate buzz.

While galleys can be unbound, in most cases they are bound paperback books with a front cover provision stating that the copy is an uncorrected or unedited proof (and not for resale). The ARC should include book information that is essential to bookstore buyers and reviewers, typically displayed on the back cover, including:

• Book synopsis
• Book title
• Author name
• ISBN
• Publication date
• Retail price
• Trim size
• Page count
• Binding (hardcover or paperback)
• Publisher name
• Author hometown and state (use nearest major metro)
• Distributor contact information
• Publicist contact information
• Marketing/publicity campaign
• Endorsements

Galleys make face time with key publishing decision-makers possible before the book is officially published.

Depending on your genre and your marketing strategy, you may decide to purchase advertising in trade and publishing magazines. This decision is usually made 6–7 months prior to the publication date, in order to allow for the time it will take to develop and proof an advertisement and to meet advertiser deadlines, which can be as far out as 3–6 months from the date the advertisement will actually appear. The more prominent and widely distributed the publication, the longer the advertising lead times will be.

In order to efficiently reach a large number of people, you need to develop and leverage a network of contacts who will help you identify, build, and connect with your platform. These individuals include, but are not limited to:

• Publishing professionals (e.g., your editor, publicist, or agent)
• Booksellers in your genre
• Other writers
• Members of industry or trade organizations to which you belong
• Media personalities (e.g., reporters, radio hosts, or producers)

The Author Power Team

As an author, you are always on the lookout for new ways to improve your marketing strategy and grow your platform. One of the best ways to do this is by developing your power team.

What’s a power team? A familiar term among business networking professionals, a power team is comprised of individuals and/or businesses with whom you share common goals or a common client base.

How can it help you as an author? The members of your power team can help you improve your strategy, connect with more readers, identify more opportunities, hone your message, and expand your reach.

Let’s look at key members of an author power team and how they help you build your career.

• Publisher: Your publisher is an industry insider. If you have chosen wisely, your publisher should have a track record of producing successful books in your genre and should be able to provide you with tips and insights to help you get on bookshelves and in front of readers. Keep your contacts at the publisher in the loop so they are aware of all of your marketing and publicity efforts. This helps them keep your book stocked when and where it needs to be available. They can also give you feedback on publishing best practices.
• Publicist: A publicist helps you develop your marketing strategy and puts you in front of big media—radio, television, print, and online. A publicist also helps you hone your message and clarify your brand so you can reach readers. They have spent years cultivating relationships with media and industry professionals and have access to contacts you may not be able to reach on your own.
• Other Authors in Your Genre: Wait—they’re your competition, right? Not necessarily. If you have differentiated yourself well, your work will stand out when compared to other authors’ work. Each author has something unique to give to the reader, but authors in the same genre share the same audience and are marketing to the same people. If you have been growing your platform and marketing your book, you should already have a following. Pull your efforts together with another author doing the same and you can double the strength of your platform and gain twice the reach.
• Bloggers: Bloggers who write about your topic or genre also share face time with your audience. They often have an open dialogue with a following that listens to their advice and trusts their recommendations. Develop relationships with bloggers in your category and offer to write guest posts, send them a free review copy of your book, share links, or come up with cross-promotional activities.
• Industry Gurus: No matter what topic or genre your book covers, there will be some movers and shakers already commanding a strong following in the same area. Cultivate a relationship with these people. They’re connected and know what your readers are looking for. They can get you into events and speaking engagements that will put you directly in front of your target audience.

These are the primary members of your power team, but don’t be afraid to think outside the box while choosing members. Each book and genre has special needs and interests that are served by many people. Aligning yourself with those people will help you engage your audience and, in turn, sell more books.

Remember, just as with your audience, be willing to provide value before you ask for anything from your power team in return. You are looking to cultivate relationships, not just take what you can get. Here are a few key things to remember as you build your team:

1. Be sincerely interested in the other person.
2. Find ways to help them meet their goals.
3. Be willing and able to promote and/or endorse them.
4. Relationships are a series of meaningful interactions. Make time to check in and see how they are doing, without looking for something in return.

Above all, treat them as you would want to be treated. If you are truly interested, considerate, and helpful, they will reciprocate.

Keeping Track of Opportunities

As an author, you’re constantly chasing down opportunities to share your book, speak to a crowd, serve as a resource, and perform other platform-building activities. People will often say no to your first request—but don’t let that discourage you or stop you from pursuing a lead after the first contact!

It takes at least six points of contact for a message to sink in—six—yet more than 75 percent of the time, people stop pursuing leads after the first point of contact (Good Day 2009). Sometimes authors stop pursuing because they receive a no on the first try, other times because the number of leads to manage is overwhelming. Cultivating relationships is crucial to your career, but it doesn’t need to take up all of your time.

The first thing you need to do is gather contact information. Every time you meet a lead or come across someone in a search, collect his or her contact information or business card right away. Enter them into a simple database such as Microsoft Outlook, PlanPlus, or Salesforce. Spreadsheets and Rolodexes can be hard to manage effectively, but databases like these allow you to classify your contacts, set up reminders, add notes, and keep track of all interactions. You can also consider adding new contacts on LinkedIn if you feel you know the person well enough to engage them online.

Next, you want to categorize your leads. Not all leads are created equal, and each group requires a different type of interaction. Here is a simple way to classify your leads:

1. Hot or “A” Leads: These are people interested in having you speak or scheduling you for some other event. These contacts are ready to go and need to receive frequent, personal contact in order for the relationship to develop into an event or opportunity. These contacts go to the top of your list.
2. Warm or “B” Leads: These are people who showed interest, but who have not yet decided whether they want to work with you. You will need to provide them with more information and work to cultivate the relationship.
3. Cold or “C” Leads: Cold leads are people with whom you have no rapport, such as those you find on the Internet or find out about through third-party sources. These contacts are usually managed through what is called “drip line marketing.” Drip line marketing consists of things like newsletters or emails you send out to a distribution list on an infrequent basis. You may need to send an introductory email and then a reminder a few months later or add them to an informational newsletter until they opt out or say they are not interested. Setting up a drip line campaign is to help you cultivate those six points of contact and to educate potential clients who may turn into A or B leads.

Sorting your leads into these categories will help you better identify and manage opportunities as they come. Don’t forget to provide value first, and remember that your leads are people. Treat them with respect and consideration, and always show your appreciation for their time.

How to Pitch an Interview
If you have adequately done your market research, you will already know which major publications your market reads. For example, if you are a business author, you know that your audience is likely subscribed to Forbes, Entrepreneur, Inc., or a similar publication. If you are working with a publicist, they will already have a list of contacts and their guidelines; if not, you will need to do some research in order to identify which reporter/editor would be the best contact and how to approach them. Generally this information is available on the publication’s website, but in some cases you may need to use a media service such as MyMediaInfo or Vocus.

Once you have identified the contact, develop your pitch. Your pitch needs to provide a clear, single-sentence hook that will set up the premise or angle of the interview. The hook should answer the following questions for the reporter:

1. Who are you?
2. What value can you provide to my readership?
3. What sets you apart from others in your field?

For example, your hook could be. “My name is John Smith, and I developed a five-step program for strategic management that has been adopted by twenty of the top Fortune 100 companies."

This hook is what you will use to open up your cover letter. Attached to your cover letter will be your press kit, which will give the media contact everything they need to determine whether you are a good candidate and will serve as a great starting point for them to develop their questions and angle.

Interview Tips/Basics

1. Develop Talking Points: Most interviews will focus on a few basic points and angles. This means you can walk into any interview prepared, but you will also have to be ready to shoot from the hip if necessary. Keep your answers short, to the point, and free of technical jargon so a broad audience can understand them.

Basic media questions include:

• What is the title of your book?
• What is your book about?
• Why did you decide to write this book?
• Who should read this book?
• Why should they read this book?
• What authority do you have to write on this topic?
• Where can people find out more about you / your book?

Even if these questions are not asked, they are points you want to work into the conversation. Most important is the title and where to buy the book. In fact, you will want to mention the title and its accompanying website several times throughout the interview or appearance. Repetition is key! An appearance in which none of this information is shared is a wasted opportunity.

Once your book is ready for market, sit down with your publicist and/or your marketing team and hash out your talking points and sound bites. Learn them so well that you can easily integrate them into any conversation. Revisit them frequently to make sure they are still relevant and timely and remember: always mention the book and where to find it.

2. Presentation (Physical Appearance, Tone, Pace): Whether it’s for television, radio, print, or an event, if you are in person and in view of the public, you always want to look your best:

• Choose a professional outfit that is appropriate for the venue. Wear solids on television whenever possible.
• Practice good hygiene!

3. Etiquette: The world of media is a tight-knit community. One bad impression can hurt your chances of getting not only a second interview with that outlet, but future engagements at other outlets as well. Here are a few tips to avoid an etiquette mistake:

• Be kind to everyone. Whether you are speaking to the receptionist or the host, it is imperative that you be kind. Oftentimes the person in charge will ask for feedback from everyone who came in contact with you. Plus, today’s assistant is tomorrow’s boss, so don’t chance your future by assuming someone isn’t important.
• Arrive on time. Being early will get you everywhere. Even if you have to wait, it’s better to be on time and considerate of their schedule than missed completely because you weren’t where you needed to be.
• Keep it short and sweet. Whether on air or in print, media outlets only have a limited amount of space for your content. Respect their time allotments and keep your answers succinct to the point (which is why its so important to develop your talking points ahead of time). In broadcast, never—ever—speak past the end of your countdown.
• Send a thank-you note. Show gratitude after the fact with a handwritten note (if possible) or a quick email. Again, keep it brief, but be sincere.

The secret to selling more books and earning more money per book sale: bulk sales through nontraditional outlets. When traditional bookselling through trade retailers isn’t producing the numbers you hoped for, it’s time to consider alternative options. Not to mention that these unique sales opportunities can truly pay off—pun intended!

The term bulk sales refers to large orders of one title being purchased through non-bookstore outlets, often on a nonreturnable basis. For an author who owns his inventory, this means high-profit returns. Authors must research and seek out these bulk sales opportunities and present them as partnerships.

Such nontraditional retail channels include the following:

• Corporations: Businesses typically have a budget allocated to incentives, employee development, and consumer promotions. While competition in this area is stiff, there are a number of advantages to using books over other premium options. Books have a higher perceived value, there’s a pertinent title guaranteed for every field and industry, and books have lasting power. Premiums are available for sales and goal incentives, gifts, publicity purposes, training supplements, tools to build customer relationships—and the list goes on.
• Associations: It goes without saying that the book’s content should be relevant to the association’s mission or purpose in order to increase your chances of success in closing these sales. Associations have similar objectives to businesses; book premium incentives specific to associations are fundraising, membership acquisition, catalog sales, and conferences. A strong sales point for associations would be cross-promoting the book with their organization by donating a percentage of the profits to their charitable cause.
• Schools: Trade books have a decent adoption rate in the textbook market. There are two effective routes to classroom adoption: (1) provide a learning guide either within the book or as a standalone purchase and (2) market to academic channels and readily provide complimentary copies upon request. When the book is picked up for adoption, it’s expected that you will throw in a free copy for the instructor.

The key to obtaining and developing partnerships in nontraditional markets is locating the decision-maker. Once in the door, create a clear connection between the book material and the specialty retailer’s needs. Then, present an attractive offer with reasons as to why your book is a perfect fit for the entity’s mission or services and provide discounts for sizeable orders. Response time can be lengthy, so prepare follow-up materials and create a very simple ordering system, possibly by enclosing a response card. With a few specialty outlets under the belt, request testimonials to enhance your presentation and marketing materials. If individual sales pursuits are too time consuming, you may consider a direct mailing to target prospects, advertising in relevant magazines, or exhibiting at appropriate conventions.

Involvement in organizations that cater to your audience is a great way to connect with and build your platform. Such organizations include groups such as the following:

• Professional/trade organizations: American Marketing Association, Turn Around Management Association, American Medical Association, etc.
• Community-based groups: Rotary Clubs, Kiwanis Clubs, chambers of commerce, Junior Leagues, etc.
• Speakers’ organizations: National Speakers Association, Toastmasters International, etc.
• Networking groups: Business Networking Inc. (BNI), Your Local City, Meetup, etc.

Involvement is more than just filling out a form. It includes participating at luncheons and networking events, volunteering for activities, serving on committees, and mentoring new members. These groups also provide great opportunities for speaking and presenting workshops, which will help promote you as both an expert and an author.

In addition to book signings, there are several other ways for you to use in-person events as a means to drive sales and boost your brand awareness. Remember that live events cost more and attendance can vary, so carefully plan and execute a solid promotional strategy for any event you do and only choose those events that are cost effective and make sense for you overall strategy.

Book Launch Party
A book launch party is an excellent way to kick off book sales and promote yourself as a new author. Different from book signings and other appearances, the book launch sets off the post-publication portion of your marketing campaign. Here are a few tips to help you plan and execute a successful launch:

• Book launch parties should normally take place the week your book publishes.
• Let your book inspire the motif of the party. Consider the themes in your book and emphasize them for the event. For example, if your book is about tips to get hired for your dream job, consider having a job fair or doing mock interviews to demonstrate the skills you teach in the book.
• Decide whether you want the party to be private or public. This will help you chose an appropriate locale. It is always a good idea to host in your home market, as that is where your strongest force will be. And you don’t have to stick to the normal, run-of-the-mill venues. Local bookstores, restaurants, music venues, libraries, old warehouses, your private residence—think outside the box.
• Your guest list is very important. Make sure to invite a variety of people to guarantee a stimulating environment. Think other writer-friends, artists, teachers, booksellers, librarians, professors, illustrators, community leaders, industry professionals, and speakers. Don’t forget personal friends and family for added support.
• Determine whether you want to have a book sale, a book giveaway, or some other freebie or competition to entice people to attend.
• Take the time to pre-autograph some of your books. Do this a few days prior to the event so you have some autographed stock available—regardless of the condition of your hand.
• Have a sign-up sheet so people can register for your newsletter, and put out postcards or business cards with your contact information.
• Don’t forget to schedule a photographer for the launch party, whether professional or an acquaintance.
• Follow up with a thank-you to the guests, coordinators, and others, whether through social media, email, or snail mail.

Book Signings/Readings
Due to the typically low sales at book signings, they are not recommended as a primary focus of your marketing campaign. However, in some cases book signings do make sense as a marketing tool. Here are a few tips for a successful book signing:

• Let your publisher know about the signing. You should communicate all activities with your publisher so it can ensure that there are enough books available to support any increase in demand brought about by your event.
• Make it an event. Don’t just set out a stack of books and call it an signing. Have a contest, band, or some other relevant and fun activity that will draw people into the store and over to you.
• Move around. Don’t sit at a table for hours waiting for people to come to you. Move around, chat, and be friendly.
• Think beyond the bookstore. Book signings aren’t just for bookstores. This is where you can use your organizational involvement to your advantage by offering to do an event and having books for sale afterward.

Speaking is a critical component of sharing your expertise and building your platform. With a little practice, you’ll learn to enjoy sharing your knowledge and advice with others through speaking gigs. The speaking market is competitive—here are some basics to get you started:

Speaker’s Press Kit
Similar to your author press kit, a speaker’s press kit should include the following:

• A professional headshot
• Both a short (50–100 word) bio and a full length bio
• Credentials—education, certification, experience, track record, etc.
• Speaking history (Don’t worry if you don’t already have many engagements under your belt; you can build on publishing credits and other experience until you build your speaking history.)
• Speaking topics—the list of talking points and topics of expertise you identified above
• Menu of services—the types of speaking you do, plus your rate for each type
• Speaker’s reel—an edited, high-quality video montage of you speaking
• Contact information

Your speaker’s press kit should be both downloadable and available in print. Make sure that it is always packaged in a clean and professional manner. A bad first impression can kill your pitch, no matter how timely your topic or amazing your speaking abilities.

How to Pitch a Speaking Engagement

• Relevant Speaking Topics. Before approaching an organization or event coordinator for a speaking engagement, you need to know what you will be talking about. It’s best to develop several different speaking topics that are relevant to your platform. Once you develop your presentation materials for each topic, you’ll always have them on hand. Then you only need to tweak them to meet the needs of a specific group or update them to keep them current. This keeps you from drafting a brand new presentation every time you speak. Also, it helps you develop and hone your message by consistently presenting on the same topics and lets others identify you as a potential speaker based on your topics.
• A Customized Pitch. Most pitches are made in writing, either through email or snail mail. Customize your pitch for each event or organization. Personalize the address line to the organizer or chair. Research the organization and its members to find out what their needs and concerns are so you can identify how your speaking topic(s) can help attendees. You may need to slightly alter your topic to make it pertinent or more appropriate for a specific audience—be willing and able to do so. If there are posted guidelines for speaker pitches, follow them to the letter and, above all, be respectful.

Remember, you may not be a good fit for every speaking engagement you pursue. Also, don’t be quick to decline no-fee presentations or small-fee presentations, as they often lead to bigger and better opportunities.

For more information on pitching speaking engagements check out:

National Speakers Association
Toastmasters International
Speak and Grow Rich by Dottie and Lilly Walters

Another great way to build your brand and promote book sales is by teaching the concepts in your book. You can teach classes in person at trade shows, organizational meetings, and corporations, or online through such tools as CRTeacherl. In addition to the immediate benefit of payment for your services, you also boost your credibility as an expert.

Workshops and seminars also provide a great sales channel for your book and other related products (workbooks, audiobooks, etc). When negotiating a speaking fee, try to work the cost of a book for each audience member into your fee to guarantee product sales upfront and free up time for networking after the event.

In order to make your content teachable, you must make it actionable. This means you need to create steps and activities people can do to incorporate your concepts into their daily lives. Here are a few ideas for doing so:

• Break tips or action items down into no more than 7 items. For example: “3 steps to influential leadership” or “5 ways to organize your day.”
• Build on skills just like you build on concepts in your book. Start by teaching them the foundational skill set then gradually add onto it.
• Know your audience. Before you can start building those concepts, you need to know what skill set your audience already has.
• Repeat key concepts throughout the class. Repetition aids retention.
• Have activities that require hearing, seeing, and mechanics—movements like writing, role playing, physical activities--either through writing or some kind of physical activity in order to facilitate deeper learning.
• Create a rubric by which the students will be judged.
• Get feedback on your presentation so you can adjust or improve your teaching for the next time. This is also a great way to get ideas for additions to your book or follow-up titles.

Above all, remember that your students are there to learn, not to be sold to. Make your contact information available for those who want to learn more about you and your work, but be sure to provide them real value for their time and money.

Serving as an expert source in the media and writing your own articles are excellent ways to build your credibility and promote your brand. First, start by making a list of topics you can speak on, such as “10 Things Every Leader Should Know” or “5 Ways to Improve Your Health While on the Road.” Don’t worry if you can only think of a few. This list will grow as your career continues and as you research more outlets for your ideas.

Next, identify publications that cater to your audience and that accept freelance articles. Look on the publication’s website for their submission guidelines. It is important that you follow these to the letter. Ignoring guidelines is usually grounds for an automatic rejection and does not present you in a professional light.

Here are a few more tips for developing and submitting articles:

1. Make your articles concise and actionable.
2. Use startling statistics or third-party facts to support your ideas.
3. Tailor your article to the publication’s tone and audience. This may mean switching out key terms. For example, an article on marketing can switch out the term “customer” for “patient” if you are submitting it to a medical publication.
4. Leave out the self-promotion. That is what your bio is for.

Above all, provide value. If your articles don’t have substance, not only will no one want to read them, but media will not want to print them either.

Repurpose Book Content for Article Syndication
If you’re a nonfiction or business author, it’s easy to repurpose some your book content into an article. Simply excerpt a page or a few paragraphs of your book that focus on a central topic or concept and add an appropriate introduction and summary. There are many options for submitting your articles for content syndication on the Internet. Content syndication can benefit your website’s ranking within search engines and elevate your web presence.

Free Resources:

• e-articles.info: This free article directory provides useful free articles, tutorials, and information resources about various life issues. Subjects include Arts & Entertainment, Finance, Dating & Relationships, Business, Technology, Health & Fitness, Home & Garden, News & Society, Sports, and more.
• Article Alley: This site helps authors promote and syndicate their content on a large scale. Web content managers from thousands of partner sites use Article Alley to source free content they can include on their own websites.
• Similar to e-articles.info and Article Alley, Articles Base allows authors to submit articles to a comprehensive database. Articles Base is unique in that it includes an author bio box where you can promote your own webpage and personal brand.

Paid Resources:

• isnare: A $2-per-article submission charge makes syndication available to 1000+ websites.
• rcplinks: $25 for 100 links to your article.

Rules when submitting articles to content syndication services:

#1 No links allowed within the body of the article.
#2 No promotion of your company or book within the article itself.
#3 Links promoting your Amazon page or book website should live in the bio or “about the author” section. Use links sparingly in this section as an article will often be rejected if there are more than three.

Winning book awards is a great way to get exposure and see your sales increase. But how can you tell which ones are worth applying to? Do your research! Some simple investigation can help you find notable awards programs. Here are some to consider:

The Independent Publisher Book Awards, the largest and best-known unaffiliated awards program, is open to all members of the independent publishing industry. With sixty-four national and twenty regional categories, the IPPY Awards (as they are called) are a great marketing opportunity for a wide variety of books. Click here for more information.

USABookNews.com, a site that highlights hundreds of new and notable books each month, dispenses an annual “Best Book” award for outstanding publications from both independent and major publishers. With over 140 active categories for books, ebooks, and audiobooks, you're sure to fit in somewhere. Winners will receive a full-color listing on the site for one month, and we all know how invaluable awards and prizes are for publicizing and marketing your book. Click here for more information.

800 CEO READ, a sister company to now-closed Harry W. Schwartz Bookshops in Wisconsin, recognizes the best business books of the year, with individual categories and an overarching award for the Best Business Book. Publishers, authors, and contributors can nominate books. Click here for more information.

The annual Benjamin Franklin Awards recognize excellence in independent publishing. Trophies are awarded for both editorial and design work. Comments from the judges are returned to the participants after the competition is over, making it the only awards program that provides direct feedback from judges. Click here for more information.

In order for people to truly get behind you and support your success, it helps to stand for something more than just book sales. Aligning yourself with a social cause gives people a big idea to buy into and support. You don’t necessarily have to choose a cause that fits in with your book or genre—you can choose any cause you deem worthwhile. However, you do have to choose one that you are passionate about and that you can participate in either by building awareness, volunteering, or by donating proceeds from book sales or events. Be sure to promote your involvement in all of your marketing materials.