As the fourth quarter of the year approaches, how will you handle your book marketing?
It’s important to consider a big push in the final quarter of the year.
First, you’ll be more visible during the gift-giving season. Print books have long been a staple for the gift market, and these days more people are giving ebooks as gifts.
Second, you’ll reduce your annual income tax by writing off any expenses associated with your marketing efforts.
Third, you’ll be in the best time of the year to increase your annual sales numbers.
Marketing plans from Writer’s Resource offer low-cost and zero-cost options for book sales…and have resulted in Amazon bestseller status. They can even give you access to the big bestseller lists from the New York Times and USA Today.
Oyster, an ebook subscription service, recently topped the half-million title mark. Its major competitors, Scribd and Entitle, offer far fewer with 300K on Scribd and 125K on Entitle.
Any of these subscription services can enhance an author’s career. They are focused on discovery, so they help readers find your titles. My own three titles have been available on Scribd for only a few months, and already they have achieved a surprising number of reads…without any additional advertising push.
Subscriptions offer smaller payments than purchases but if you’re looking for eyes on your work, these services can help you enhance your visibility and provide a modest income at the same time.
At the Bologna publishing conference, a panel spoke about children’s publishing. It noted that a “nimble” approach was required…meaning that publishers had to be quick with distributing apps and other digital components to attract and engage readers.
One of the primary points to come out was that branding is a big deal even within juvenile arenas. No one can simply wait for Apple or Amazon to pick their product or app from the slew of incoming projects. Instead, publishers need to grab new opportunities for combining forces.
One of the newest things I’ve noticed lately is groups of authors teaming up to offer package deals on books. For a set price, usually equaling $0.99 for each book in the package, buyers get four, five, six or even twelve books at once. Authors copromote on their social media and often have found themselves achieving bestseller lists.
From 2012 to 2013, legacy publishing grew 7% across the board. Specific categories like YA and fantasy saw, and are still experiencing, much higher rates classified as “hyper-growth” by Adam Gomolin on Book Business. He points out that it’s not about “fixing” a system that clearly isn’t broken. Instead it’s about optimizing the efficiency and effectiveness of the new model.
That includes internet marketing plans for authors, harnessing digital and mobile devices for reading and discovery, and the continuously sticky issue of distribution. Crowdfunding services received a special note from Gomolin because they can provide capital to small presses and indie authors.
If you’re interested in help, contact Writer’s Resource. The DIY marketing plan, which is heavy on free or low-cost digital options, has lifted authors to Amazon bestseller status. A bulk sale program can move 100 copies minimum at a time, and articles and interviews can be created and submitted on your behalf to different outlets.
Take charge of your future. Whether you’re in with a top publisher or going it alone, make your book a success in this time of growth and change.
At the annual London Book Fair, Tom Weldon, CEO of Penguin Random UK, said the last four years have been the best in the company’s financial history (for both companies pre-merger). He also noted that publishers have “managed the digital transition better than any other media or entertainment industry,” which is true. Compared to movies and music, books are actually likely to prosper from digital technologies.
He noted realities like fewer bookstores, of course, before turning back to the critical issue of reaching readers. Penguin UK has 700K Twitter followers and an active email subscription list. He also noted their move to expand related products, which any author can do even without the support of a big heritage publisher. If you need this kind of assistance, Writer’s Resource can help with branding, marketing and promotional plans.
One of the biggest issues facing self-published authors is distribution. IRIS is a new service from IndieReader that helps resolve this problem.
The service gets the books onto the shelves of indie brick-and-mortar stores. In tandem with other marketing efforts, this might be a big step forward for authors of every genre.
Several years ago, Barnes & Noble launched a program that offers exclusive content to readers. Often the project rereleased books with additional content like author comments that were available only through B&N.
Now the program is really taking flight with exclusive content for teen and tween readers. The extra content extends the storyline, provides more backstory, and answers readers’ questions. The books under this banner are receiving exclusive marketing campaigns and in-store signage and enhanced placements.