Marketing Basics for Authors

Recently, someone asked my advice about marketing to reach more readers. It was a rush-rush morning, but I wanted to say something helpful.

Here’s what I said, in email, warts & all…

To sell more books, start with the basics. Even if you’ve already set up some of these systems, revisit them regularly. (I do, with my own books & marketing.) There’s always room for improvement and updates/tweaks.

If this is new to you, it may seem daunting. It’s not. You can do nearly all of this – or at least start the ball rolling – in half a day or less.  (My marketing motto is: “Better, not perfect.” A little here, a little there… it adds up to greater success, week by week.)

1) Set up an Amazon Author page.

You’ll do this via https://authorcentral.amazon.com/  You can use up to three pen names per Author Central account.

(If you have more than three pen names – as I do – set up a second Author Central account with a different email address. That’s perfectly legal.)

A short, whimsical/intriguing author bio is good, whether you’re in fiction or nonfiction. In the bio, lean more on “fascinating, extraordinary person” than on the authority angle.

If you’re in a fringe niche, go with the cool/weird/interesting vibe. 

Make sure your blog feeds to your Amazon Author page, too.  You’ll set that up in Author Central, with just a link.

For more details… well, I haven’t watched this video, but Dave Chesson is a good friend and he’s usually a reliable resource:

2) Create an Author Page at Facebook.

Set up a Facebook Page (not a Group) for your pen name. At first, set it up so you moderate all comments. Once the fans are there to speak louder than trolls, etc., you can change that, so you reduce admin time. You’ll use this to promote your books and make it easy for readers to Share your posts, too.

I’m assuming you’re using something like HootSuite‘s free service to manage your social media accounts.

(I’m using PromoRepublic, and absolutely love it. But, if you’re starting out and have more time than money, there’s no reason to leap into that kind of expense… yet.)

Social media is kind of a must. Focus on whichever media reach your target audience. Facebook followers are very different from Twitter followers, in age, income, and interest.

See this article about which audience is where: https://promorepublic.com/en/blog/10-ways-find-audience-social-media/

3) Work on “also boughts.”

If this is new to you, read https://www.writtenwordmedia.com/also-boughts-authors-books/ but don’t pay any service that might look shady to Amazon.

Mostly, think about the people who should buy your book and know what you’re doing. What best-selling books are they already buying? (Yasiv.com can be useful for this.)

Work on those as “also boughts.”  I recommend using your free days in Kindle, coordinated with a $5 promotion or two by bknights at Fiverr.com. bknights’ promotions are easily the best deal I’ve seen for the money, and they can organically improve your book sales, while staying within Amazon’s Terms of Service.

I’m not sure if this podcast might give you more insights, as I haven’t listened to it, but Chris Fox is pretty reliable on any book marketing topic:
https://cksyme.com/episode36/ 

This video (also by Chris Fox) may be helpful, too:

4) Put your book covers (and Amazon OneLink Affliate links to them – https://affiliate-program.amazon.com/help/node/topic/202165020 ) in the sidebar of your website.

Add Pinterest-ish graphics to your posts, for more exposure. I recommend  LH OGP Meta Tags (free WP plugin) for OGP Image selection, and Social Media and Share Icons (Ultimate Social Media) (also a free WP plugin) to get more buzz, as well.

Those are starting points for authors to reach new readers.

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