Good morning, everyone!
3 weeks until the release of Forged in Dreams and Magick! {{{vibrates}}}
Okay, on to the actual post. What?
That was a stellar marketing plug. 
Today’s post should truly be entitled “Author Platform, Social Media, and Promotion. Oh. My.”
Last week in my Transparency in Self-Publishing Series, I talked about the fourth, but no less important, element in the components of a successful book, The Price of a Book. Those elements in a nutshell are a great story, compelling description, eye-catching cover, sweet-spot price.
There is, however, a fifth element:
Marketing.
In The Price of a Book, when I referenced the college class taken the last semester of obtaining my BSBA, I neglected to mention the emphasis of my study. I had no idea at eighteen what I wanted to do with my life, but I had a natural inclination toward business. At that tender age, I knew myself very well and accurately guessed my Type-A side would purr like a kitten with business. But what about the creative within me? It may have taken me another twenty-plus years to finally let the author prowling within me out of her cage, but I listened to the vibrations deep in my heart even back then.
So it should come as no surprise to any of you what major I chose.
Marketing.
To say I’ve been thinking of marketing ever since I’ve been writing would be inaccurate. Observing how anything is brought to a consumer in a target market is something I’ve done intrinsically for decades. Only when I’d finished the draft of my manuscript, and had something to sell that a reader might actually be interested in, did I let my attention drift toward marketing in the book industry.
I’m no expert. In fact, on an interview last month with Debra at Words from across the Ocean I shared my motto. Formulated on the powder-covered slopes of a ski run, but deeply branded as the underlying philosophy to my life, it’s a phrase I repeat to myself often:
Always the student, seeking to master.
As someone constantly learning and evolving, below are marketing nuggets of thought and insight I’ve discovered along the journey thus far . . .
Write It and They Will Come
Can you just slap your book up onto Amazon, Barnes and Noble, Kobo the moment the ink dries on the page? Sure.
The more important question is . . . should you?
Well, if you subscribe to the “if you build it, they will come” Field of Dreams notion , I hope you’ve erected a shining new baseball field in the middle of a spiritual cornfield gateway.
Not sure? Pray for a miracle then. Or keep reading . . .
Ethics in Marketing
One enormous issue I had in my marketing classes involved the ethics of marketing. I’m sure it had a heavy hand in my choice NOT to take a job in marketing or sales.
To be a master in marketing, you must convince a consumer who had no idea about your product that they need your product and want to buy your product, whether or not they actually do. That my friends, is Marketing 101.
The crass way it’s looked at in business is underscored by a phrase I heard later from a co-worker who said she knew she’d done her job right when she could “tell someone to go to hell and make them look forward to the ride.”
Further underlining the success of marketing in our society is the dumbed-down commercials on television. Although we mostly mute them now, whenever a marketer has chosen to emulate idiots as consumers, I always say to my husband, “Gee, I wonder who their target market is.” It sure as hell wasn’t us!
In case you hadn’t picked up on my brief soap-box sidetrack with derision-filled undertones, I don’t subscribe to those notions . . .
Your Book as a Product to Sell
Instead of hawking something you don’t believe in, create an item of worth before you ever think of selling it.
Let me repeat that.
Create an item of worth.
I could be soap-boxing it again, but the point is valid. The book industry is crowded with lots of authors churning out books to make a dollar. It’s fueled by success stories of those who slapped together a book filled with bad grammar, poor editing, and thrown out there, but lucky them, its subject matter is so HOT it sells like a new shipment of Cabbage Patch kids days before Christmas in 1983 to a pack of rabid wolves.
If your ear is to the ground on Goodreads and Twitter, it’s happening in real time. Readers describe these successful and addictive books as literary crack.
But if you’ve paid attention to any get-rich-quick scheme, they are short lived. The consumer moves on when the novelty wears off. Readers are no different. Grumblings of reader dissatisfaction are happening right now on Goodreads and Twitter. Bloggers are tired of reading the same old story regurgitated a billion . . . {coughs} . . . different ways. Fifty might just be their limit.
Even so, reader frenzy is at an all time high. They are hungry and wanting the next great read. But in a field of new authors all wanting some of the money pouring out of the progressive slot machines, how will your book get noticed?
I have no crystal ball for you, my friends. All I can share with you is my belief.
When you put yourself out there, it’s forever. You’ve immortalized your words. When you pull forth something from the depths of your heart and soul, take the time to make the package you present to the world reflective of your work of art.
I believe writing is our immortality.
And with that thought in mind, if you hadn’t already picked up on my message, I will say again to all you authors out there, coming from not only an author, but from a reader who is looking for your book . . .
Create an item of worth.
Where, When and What to Start Marketing
Everywhere, early, and you are the correct answers.
Marketing begins within your spheres of influence. It’s all in who you know, your reach. That, my friends, is your author platform.
But with the advent of social media, our potential reach is astronomical. As I’m only one person, I started out with one social media platform at a time. Just over a year ago, I joined Twitter. A few months later, I created my Facebook author page and my TalkToTheShoe blog. At the end of last year, I joined Goodreads. Each platform has it’s nuances, and I’m still learning on both Facebook and Goodreads, but if you spend smart time there forming connections and reaching readers, the efforts you put forth will reap benefits in the long run.
With all good things, however, there are limits. We only have so much time as a writer. As a fledgling self-publishing writer, you wear all the hats. Be sure to allot plenty of time to get it all done. Don’t be in a hurry to have it all now. Lasting connections take time to grow. Give yourself all the time needed to plant a healthy garden, and the seeds you sow will flourish.
Here’s a little nugget for you, though. You aren’t marketing a book. You’re marketing a brand.
What is brand and when do you begin marketing it?
Your brand is who you are. It’s definable and oftentimes indefinable. Brand is everything you put out there about yourself. It includes your image, your product, your beliefs and ideals. Your brand is how you represent yourself to the public and to your market. Your brand actually creates your market, because it draws people in to you. Those who like who you are and how you represent yourself. Consumers who share similar likes and beliefs. Readers who absorb every word you say, because your writing touches their soul.
Brand takes a while to create. Be true to yourself, express who you are and how you want to portray yourself, and your brand will shine through.
My brand is that I’m an award-winning paranormal romance author. My bio shares that I’m a “poetic warrior” and I donate proceeds of the sales of my books to charities that fight human trafficking. My shoe avatar is my public “visual” image; people recognize my shoe everywhere I go: Twitter, Facebook, Goodreads, my blog, comments on other blogs. A blogger friend of mine shared that when she was talking about me to her husband, he said, “The Shoe Girl” in identifying me. Yep. That’s me. Mission accomplished.
As you can see, opportunities abound to connect with others and present ourselves to our future readers. Start early and lay foundations. When you finally bring the book to market, you will have made wonderful friends, connected with great supporters, and gained faithful readers who can’t wait to read your upcoming books.
Social Media and How to Correctly Use It
Every social media platform is different. I think how you use each depends on what you want to say and how you can say it there.
Twitter is a real-time interaction tool. It’s your fifteen seconds of fame. And in that fleeting moment when you’re trying to express yourself, if your followers don’t see you, you’re gone. Right?
Well, almost . . .
I’m dedicating an entire section on Twitter here, because there are smart ways to use the platform, and unfortunately, too many authors fall into the wrong ways.
Don’t abuse Twitter.
Twitter is the most amazing interactive social-media platform. Seconds after posting a Tweet, someone can talk back to you. You can have a conversation. If you’re lucky, like me, you make wonderful friends. Daily.
You won’t make friends on Twitter if you hawk your wares like a cheap booth vendor at a carnival. Vying for attention by blaring in an egotistic manner to “buy my book” will get you unfollowed. Fast. DM automated links to new followers to see your website (which sells your book)? Yep. Unfollowed. Schedule automated Tweets every few hours with links to where your book can be bought? Yep. Unfollowed.
The above described Twitter behavior is actually defined by Twitter as spam and can get your account suspended. Links in every Tweet and RTs only of people who have links in their Tweets? Also become spam from you when you’re RTing it on your timeline.
Have you ever heard of the term “flier blind”? When everyone pins bright flyers up on the bulletin board, soon people walking by stop seeing the flyers.
Your spammish buy-my-book Tweets are annoyingly bright flyers and your followers stopped paying attention the moment you posted your first one. And second one. And they unfollowed on the third one, if not sooner.
Engage on Twitter
Talk to people on Twitter. Tweet interesting or funny things about yourself. Engage others into conversation.
{whispers} Make sure everything you Tweet is in line with that “brand” thing we talked about earlier. No one wants to hear about your bathroom habits unless what you’re selling is something greater than Charmin, and you simply must describe its softness. But seriously, use your personal filters, people.
Speaking for the naturally shy crowd, I know from experience how hard it is to engage people on Twitter. It’s so much easier to wait for people to talk to you. Sometimes I catch myself lurking or talking without engaging. When I realize my shyness is ruling my Twitter behavior, I push myself to step outside of my comfort zone and talk to people on my timeline.
Do some people never talk back to me when I put my tender heart out there to speak to them? Sure. But many others do respond. When I reach out, I often express myself through humor, charm, or a caring sentiment, and I find being true to myself pulls others into conversation.
Sell Your Book Softly
Even with my marketing degree, I’m still uncomfortable “selling” my book. Perhaps it stems from the moral dilemma I had back in college of “convincing” someone to buy something they hadn’t known they needed. Even though I want them to discover my book and realize they needed it all along, they just had no idea until they stumbled across my masterpiece. 
In looking for the best way to use Twitter to sell your book, what I’ve learned from reading articles and watching the behavior of best-selling authors is that selling your book softly results in many people taking notice.
How do you sell your book softly?
Talk about your book occasionally and mention it in intriguing ways to your followers. Use the RT feature to tout what others are saying about your book.
When you get a great review, share it with your followers. But do so only once or twice in any given day with the same review.
The rest of your Twitter timeline should be filled with you engaging your followers. When you use Twitter to truly connect with your followers, the rewards of building lasting relationships on Twitter’s real-time platform will grow exponentially and eventually transform into buzz about your book.
Blogging and Facebook
My blog, Facebook, and Goodreads are the only other social media I’ve ventured into and will likely be the only places I go.
Why am I limiting myself to only four social media platforms?
Because I’m an author, and writing is what I want to focus the majority of my time on.
I’m also a Type-A perfectionist who seems inclined toward obsessive-compulsive behaviors when it comes to social media. The tendency manifests itself into adult ADD of the worst kind.
Sound familiar? Before you know it, you only meant to be on social media for ten minutes, and by the time you made the rounds, it turned into two hours.
Yeah. So I try to blog once a week. Try to go to Facebook once a week to post that blog and reply to comments.
Goodreads? Well, that, my friends, is an entirely different matter. Goodreads is the newest frontier to me on social media . . .
Goodreads
I’m still learning the ropes over at Goodreads, but I’m liking very much what I’m experiencing over there. Goodreads is a mecca of a reading community where you can connect with other readers. In real time!
Goodreads seems very promising if used in an engaging manner to find readers with similar interest as yours.
So far on the marketing front, I’ve run a giveaway on Goodreads for signed copies my book of romantic poetry for charity, Utterly Loved. I’m now running a giveaway for signed copies of Forged in Dreams and Magick and intend to run one for Bound by Wish and Mistletoe starting later this week.
In addition to the giveaways, Goodreads has a nice “event” feature to broadcast to selected friends, or all of your friends, upcoming events such as cover reveals, blog tours, signings and releases.
Finally, and I can’t believe I have to say it again, Goodreads is a reading community, so be sure to engage people. Like their reviews. Comment on their postings.
What not to do? Send a message to a new friend that accepted that says “buy my book.”
Yep. I kid you not, happened to me a few days ago. As I’m carefully selecting and requesting friends who read and love the same books I read and love, I get a friend request from a male author. Seconds after I accept, I get a message from him that says “buy my book” in great detail and at exhaustive length. Baited, and unable to let it go, I engaged him in a conversation which resulted in him admitting that he doesn’t read in my genre and I don’t read in his. It wasted both of our time, and I unfriended him at the end of that conversation. We had nothing in common. Not even our marketing approach.
I’m no expert, but I am a consumer. I am a reader. I will respect my fellow readers on Goodreads. I’m there to share and talk with others about books I love to read with readers who love to read the same genres of books.
Am I going to let all of my Goodreads friends know when I release my debut book in three weeks? Absolutely. Will I let my blogger friends know when my holiday novella also goes up on NetGalley or when the promotional and ARC tour opens for the holiday novella? You bet I am. But as I’m only releasing two books this year, and the third not for another year, my event announcements will be rare and only done when appropriate.
Again, I’m a big proponent in selling your book softly.
Book Tours, Book Reviewers, and NetGalley
Four to six months (or earlier) before your expected book release, schedule a promotion and ARC review blog tour. Choose a tour company who has a large reach to the reading market you’re targeting. Having an expert handle the connections for you, and their instructing you on how you can help them help you, is worth every penny an expert tour company charges.
Once you secure a blog tour, reach out to other bloggers and book reviewers who might not participate in blog tours, or might not have noticed the tour invitation email. They may want to participate in the tour (I had many who decided to sign up for an AToMR Tour for the very first time because of my direct contact) or they may want to review the book directly. Either way, after you’ve carefully read a blogger’s review policy and tailored a contact specifically for them, even if they don’t accept your ARC for review right away, they will now be aware of your book for the future.
NetGalley is a surprising find. After checking with a couple of blogger friends on how they use NetGalley, I bit the experimental bullet and paid $399 for a single-title placement in their catalog with surprising results. My book has now been requested by over 100 reviewers, media professionals, booksellers, educators, and librarians. I’m still getting requests daily. But the gold-mine result to me is the reviews that are already on Goodreads because I chose to place my title on NetGalley. The continued exposure I receive by having it on NetGalley for its six month period more than pays for itself in marketing dividends.
For an additional $50 per title, I’ve also chosen to place both upcoming titles, Forged in Dreams and Magick and Bound by Wish and Mistletoe, in NetGalley’s Roundup email, which will feature about ten titles and be sent to all of its 93,000+ members.
KDP Select or Not?
The choice to become involved in KDP Select or not is a greater discussion than bears relevance within this marketing article. I am, however, making mention of the choice here, because the choice IS a marketing decision. It is also a distribution decision, a pricing decision, and an entire whole-business decision that I think should not be taken lightly or without great research and thought.
Just like with my decision about price having the reader in mind from the very beginning, so should your marketing. That said, KDP is a decision about your reader. It is making the decision about who gets to read your book, or more importantly who does not.
What the heck is KDP Select? Yes. Perhaps I should back up a second and insert an unbiased, but summarized and therefore understandable, definition here.
KDP Select is a feature a self-publishing author is offered on KDP when publishing their ebook. Amazon’s KDP lures the self-published author to their KDP Select program with the promise of a share of a pool of cash entitled the KDP Select Global Fund, which is $1.1 million for September 2013, when readers borrow books from their lending library. Plus they entice the author by offering to make the book available for free to readers for a limited time, which is a marketing tactic in and of itself. KDP also sells the author on having an expanded reach by distributing your books through their lending library.
Is there a catch? You bet. And it’s a costly one. You agree to exclusivity with Amazon’s KDP Select for your ebook for a period of 90 days.
Is that of benefit to you or your potential global readers? No.
Do you realize that Amazon holds approximately 60% of the market in reader purchases? That other 40% is an enormous slice of readership pie.
The methods some authors use with regard to the free feature vary, and I suppose may work for some authors, but at what cost to benefit ratio?
I’m going to end my discussion about the Select program here, because articles about the KDP feature abound if you look for them. My research on the subject existed mainly because I couldn’t understand why anyone would exclude a reader base. Surely the dollars they receive vastly outweighed the readers lost, right?
I couldn’t tell you. There was no definitive answer. In fact, some of the authors who addressed the reader exclusion called it a trade-off, but seemed to be relatively satisfied with their monetary results.
Ultimately, I believe I read those articles with a biased eye. When I keep the reader in mind with both price and marketing, I mean all readers. Although my mindset pertains to Kindle readers, as well it should with their lion’s share of the market, it also includes the equally important readers of Nooks, Kobos, Sony, and Apple and other tablet products. They make up 40% of the readership. If you exclude such a large share of people, especially when you’re making the first impression of releasing your book, you’ve limited your potential readership by sheer definition.
My opinion on KDP Select? It benefits KDP.
Marketing into the Release
Come along with me on the final journey into the upcoming release week and beyond . . .
Today marks exactly 3 weeks until the release of my award-winning debut in the Highland Legends Series, Forged in Dreams and Magick.
The marketing foundation has been laid. Lasting social connections have been made and are continuing to spark anew. A promotion event and ARC tour is scheduled. ARC copies have been sent to reviewers. Early reviews are posting on Goodreads, and thankfully they’re coming back in the 4, 4.5 and 5 star range. Reviewer requests for ARC copies that continue to come by email and on NetGalley are still being accepted and fulfilled.
Interviews, guest posts, and promotional posts are being written over the next few weeks, and I’m softly touting those reviews on Twitter in addition to supporting other authors and laughing and chatting with friends, readers and new followers.
In two weeks, the promotion event begins, with bloggers sharing carefully chosen excerpts, interviews, and a guest post or two. Copies of books will be given away.
I plan to visit every participating blog to comment and/or RT their post on Twitter, thanking them for their support and sharing in their excitement.
During the release week, while the ARC review tour is happening, I plan to comment on their blogs and thank them for their time in reading and reviewing the book.
Everywhere I can, my blog, Twitter, Facebook, and Goodreads, I plan to comment, laugh, celebrate and commiserate right alongside my readers.
I write for the love of writing, but every decision I’ve made along the road to publishing has been with the reader in mind, and I intend to be and remain as connected to my readers as possible.
Also, mark your calendars! A special book launch party will happen on both Twitter and on a beloved blog, who has been a fervent supporter from my very first blog posts. I hope you join me for the upcoming event hosted by Bookish Temptations, scheduled Saturday, September 21st, 2013 at 7pm EST. Stay tuned for more details!
My husband reminded me to slow down and enjoy the promotion and launch of my first book, as it only happens once. Enormous gratitude to all of you for enjoying the incredible once-in-a-lifetime journey with me.
I hope you enjoyed today’s foray into marketing.
Do you have any thoughts or comments with regard to book marketing? What elements do you enjoy as an author or reader?
Thank you all for your continued support. Until next time . . .
Your humble shoe,
~ Kat
© 2013 by Kat Bastion
Filed under: Book Teasing, Highland Legends Series, Writing Tidbits Tagged: 2013 paranormal romance release, Amazon, ARC copies, ARC Tour, AToMR Tours, author brand, author branding, author platform, Barnes and Noble, book bloggers, book marketing, book promotion, book reviewers, book reviews, brand, Facebook, Goodreads, Highlander romance, Highlanders, indie author, indie published, indie publishing, iTunes, KDP, KDP Select, Kobo, marketing, NetGalley, paranormal romance, promotional tour, self-published, self-publishing, September 2013 romance release, Sony, time travel romance, Twitter, upcoming September 2013 release
