Marketing - The Name of the Game

When you have a product to sell, regardless of what it is, you have to market it.  The same goes with the books you write.  Being an author is so much more than writing stories and the creative process.  You have to use that very same creative process to figure out new and exciting ways to market your books (or you as a whole).

You might think marketing "you as a whole" is a strange thing to say.  But when you're "famous" for being an "author", your fame comes from being YOU not from writing your books.  Sure, you might have written a few best sellers, but the readers follow you, not the book.  They might love the book and read the book, but they will be loyal to you, the author.  So what does that mean?

It means you have to market yourself along with your book.  Sure, plan booksignings and interviews with the local paper and post your book cover on different Internet sites (like Gather) and other avenues, even some who allow you to pay for a banner ad slot.  But it's not about the "book."  It's about you.

If you can write a compelling story, if you can sell it and get people interested in reading it, liking it, and buying more, those people will most likely be loyal to your work.  So what do you do?  You market yourself.

Seriously, YOU are the only common denominator, no matter how many books you write in countless genres.  Your books are popular when they're first released, and then the popularity wears off--the book gets "less shiny", and the excitement fades until your next big book.  So what you want to market - is yourself.

The first thing you have to establish is name recognition.  Even if you're not published yet, get active on author blogs, different chatty websites, groups where people love to read the genre you write.  And be personable.  Readers love friendly.  They love funny.  Don't be "fake" for the sake of selling a few books, but keep in mind readers don't want to know about your bitchy, prickly demeanor.  We're selling a product they (hopefully) will want to buy, after all, and if they don't "like" you, they ain't buyin'.

There is a website out there you might have heard of called www.vistaprint.com.  I love this site.  I buy most of my promotional materials through them.  Why?  Because their product is wonderful, and they're always running a sale of some sort, especially for those who are frequent buyers.  A lot of times, they will be giving "free" business cards and/or post cards, and all you pay is the price of shipping, which, if you choose the "slow boat to China" option, it's $5.95.  For 250 business cards, that's a GREAT price.

But put this in perspective.  I recently took a marketing class at one of my publishers, and an idea popped up that I thought was awesome, so I'll share it with you.  :)  Vistaprint offers post cards, 4X6 size, I believe.  If you are willing to pay the one time fee of $5.00 to upload an image (I paid $10, because I uploaded two images, one for the front, one for the back of the post card) then you can make your own bookmarks, and fit TWO of them on one post card lengthwise. 

If you are saavy with Photoshop, you can fiddle with your own design or get someone to make one for you.  My bookmarks merely have my URL of www.RebeccaGoings.com on there, along with my "brand", which I'll talk about in a minute.  The picture is of a beautiful rose, a public domain picture, of course.  If you "copy" this image twice in Photoshop, following the dimensions of the Vistaprint post card, you'll get 100 post cards "free" (if you wait for one of their many promotions) and only pay the $5.95 for shipping.  Then you can take the post cards to get them professionally cut (at Kinko's or Office Depot) and once you get your post cards cut, you'll then have *200* professional-looking bookmarks with one glossy side and one smooth side, which is perfect for signing your autograph - for only $5.95.  A screamin' deal if you ask me.

And I cannot stress enough, sign your swag.  You have bookmarks and/or business cards?  Sign the swag.  Readers love to have that personal touch, not to mention an autograph if you ever get famous.  And if you send your readers swag through the mail, keep their addresses.  I fully intend to send out holiday cards this season to everyone who ever won a contest from me this year.  That just gives an extra "touch" to being a personable author.  Of course, put your PUBLISHER's addy on the return address label...  :P  Don't want any weirdos showing up on your doorstep.

If you can afford it, look into getting some pens made.  People love pens, I've found out.  You can get some cheap BIC pens made for about a quarter each.  I had a batch of 250 pens made for $60.  It sounds expensive, but not every author has pens, and they're fun to give out at signings and conventions - or even used as conversation starters, if you write with them in public (ie. a check at the grocery store.)

Great ideas are to slip your bookmarks into the magazines in the waiting rooms at doctors' offices.  Or within the pages of a book at the bookstore.  "Guerrilla Marketing", as it's called, is a technique employed by some authors who have found great success at it.  Leaving their bookmark and/or business card with the check or the tip at a restaurant is another great example.  Some authors even leave them on the counters of public restrooms or donate a personalized pen into the pen holder of a co-worker.  Also, if your book is in bookstores, I've known some authors to turn their book "cover out", so readers are more likely to see and pick up their book.  :P  Yes, I've done most of these. 

As far as a "brand" goes, a brand is something you want your readers to remember you by.  What's your schtick?  What could encompass your writing in a short brand?  This is something a reader would hear and immediately think, "Aha!  That's a book by John Q. Author!"  A brand is similar to a slogan, but not quite a slogan.  If you write Westerns, something like "Ride off into the sunset" would be a slogan.  It needs to be something that describes your book and/or writing.  Something that epitomizes you and your books, like "Queen of the Wild West" or something along those lines.  LOL  So when someone hears that, they should think, "Oh, that's a new book by Jane Romance!"  It's kind of like those "brands" we hear about celebrities.  If I say the "King of Pop" or the "Boss" or the "Duke", you know who I'm talking about without even hearing their name.  That's their "brand".  So, too, should a brand encompass you.  My brand is:  "Sexy, Sensual, Seductive".  Generic, I know, but I wanted it to pertain to all of my books, because I write across the board in almost every genre of romance.  I couldn't pin myself down to one type of brand.

The brand is what I've put on my bookmarks, and on line 2 of my personalized pens.  (Line 1 was my website URL).  Some pens you can have up to five personalized lines.  But I believe less is more.  The website and the brand should be enough to tantalize.

Nowadays, with the advent of instant messaging and everyone being in touch at anytime, authors no longer have the luxury of keeping their readers at arms' length.  Being personable is the name of the game, so remember to "be Switzerland" when it comes to touchy issues, be nice and offer advice as needed, throw in some comedy if you so desire (because everyone loves someone who can make them laugh), and just have fun.  Readers can always tell the authors who LOVE what they do, and it makes them want to read that author's books all the more.

So get out there and start selling your books!  You'll get the hang of it.  :)

~~Becka

Sexy, Sensual, Seductive  :)

http://www.RebeccaGoings.com