Author Marketing


Book Signings are one of the first methods of gaining visibility when new authors finally have their book in their hands. In truth, books signings should be scheduled for only two reasons. You want to announce to all those who know you “I am an author!” and you want to bask in the admiration of your new fans because of the amazing accomplishment you have achieved.

The second reason to have a book signing is to gain media attention and capture it for your website. One of the techniques I use with my authors is to find a well known bookstore and ask if they will sponsor the book signing event. I arrange to obtain local television and radio coverage as well as getting coverage in local papers. This will bring the bookstore extra foot traffic and is always a bonus for them.

The reasoning behind book signings is to gain the media attention. The more coverage you have, the better it will be for you.

I know most authors droll over shelf space in bookstores, but in reality, bookstores are akin to what libraries are because they allow you to take books home and never bring them back. The sad reality is that more people bring books back (23% according to booksellers.com) to the bookstore. They can be earmarked, have writing in the margins and missing pages and as long as the consumer has a receipt, the books store is typically going to give the consumer a refund.

However, author’s marketing has taken a turn for the positive during the past few years. We now have access to several resources such as websites like Amazon, Facebook, LinkedIn, Self-Growth and Goodreads just to name just a few, where authors congregate. You can enlist their help in cross promoting each other’s books through an email marketing campaign. It’s very effective.

Another strategy is to interview other authors in your genre. They send a notice to their database proudly proclaiming the interview date and the details in which their loyal audience may listen for free! Yes, free!

The benefit for you as an author is you’ll be able to capture the other author’s database! It comes back to the more people who know who you are, the more sales you’ll make.

One of my favorite marketing tactics is speaking. I will speak to any size audience and sell an average of 25% either books, CD’s or previous recorded teleseminars. Each time you speak, you will want to record the presentation. Every author you interview you’ll record the call. Every teleseminar you conduct, you’ll have another product. Every product you have leads to more sales.

I’ve also managed to create a series of workshops based on my books for organizations and churches. I offer them 50% of the proceeds. They do all of the promotions, I show up and create a new audience of those interested in my topics.

You’d also be amazed at how easy it is to be booked on talk radio programs. I will typically have four interviews a month and sell between 25 and 100 books each interview.

Any author who spends ten to fifteen hours a week marketing their book will realize better than a full time income within a few short months. It takes a plan and then the discipline to follow through with the plan consistently.