From the credit-where-due department, this post is inspired by a question Alafair Burke posed on her Facebook page.
It’s an eternal publishing question: What makes a reader pick up a book by an author she or he has never read before?
As much as we might be inclined to think, in our techno-saturated world, that there’s a “magic bullet” answer, the equation is the same today as it always has been: Recommendations + Awareness = Readers.
This means that potential readers need to hear about a book from multiple sources. Nobody wants to waste time or money on crap books, and so finding new readers means giving them a level of comfort that a book is not just good, but great. We’ve all gone more skeptical (thanks, Interwebs), and so this isn’t as simple as it perhaps once was. No one of the things below guarantees you a spot on the bestseller list, but combining these elements will give readers a much better chance of finding your work.
1. Blurbs Matter
Everyone who reads has authors they love. When those authors recommend a book, that recommendation carries a ton of weight. It’s well worth your time to foster relationships that lead to authors with strong followings—those readers trust—to read your stuff.
2. Online Reviews
Like it or not, millions of people buy books online. And when they do so, reviews and star rankings can be the difference between pressing “Add to Cart” and going back to that cute kitten video on YouTube. Not all readers understand how important these reviews are, though, and so explicitly asking readers to write reviews is a good idea.
3. Traditional Media
Visibility in glossy magazines and on morning shows builds brand awareness. If you can (afford to) get it, great—but understand that the number of books submitted vs. featured is enormous. Today’s reality is that many producers and editors get their lists from social media, and so chances are good that your effort would be better spent there.
4. Find Your Tribe
Start with book bloggers, because they know their community. Find those (or hire someone to do it for you) who write about books like yours. Ask them for reviews, sure, but also ask their opinions. Ask them how to connect with their fans. If you are asked in return for a guest post, oblige.
5. Social sans BSP
I’ve said it before, and will say it again and again: Blatant Self Promotion, especially via Twitter and Facebook, will turn off influencers, those who impact the world of readers around them. Unless your last name is King, Grisham or Martin, you must have a social media presence, but you can manage it in such a way as to attract, rather than repel, new readers. And if you’re lucky enough to have a large backlist, you can find new audiences for those stories by interacting with people online, even if you do so only a little bit.
6. Consider Your Title
I know, I know…every author agonizes over titling. I’m not sure where great titles come from, whether they’re lightning-bolt inspirations or decision-by-committee endeavors, but I know, for example, I wouldn’t be a fan of Tim Dorsey’s books had I not happened on Hammerhead Ranch Motel in a bookstore while on a jury duty lunch break in Boston. I bought it because of the title alone. I’m biased, but I think running a couple of title options by a select group of trusted people—readers, book bloggers, friends and maybe family—makes sense. Remember, too, that most people have short attention spans. More than three words is likely too long.
There are, of course, many other marketing tactics, and I’d be kicked out of the Promotion Club if I didn’t tell you that if you’re in a position to invest in professional advice about how to best use them, do it. Ultimately, though, if you’re telling a great story, you have an audience. It’s just a matter of finding them.
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