Guest Post by Heather Hart
My world revolves around marketing. The other night I was talking to my husband (who has a minor in marketing) about how the world of marketing has evolved during just this year alone. Because of the ongoing marketing evolution, there is no longer a set blueprint for book marketing. The internet has both helped and hindered marketing efforts. While it is now possible to reach more people than ever, there are also more people than ever reaching those same people. The result? You have to work harder to stand out. That’s why I strongly encourage authors to think outside of the box. If 100 people are already doing it, you should do something different. Thus, I want to walk you through some steps towards successful creative marketing.
1. Be Bold: A few weeks ago an author made the news because she chained herself to a shopping cart to protest a store who wouldn’t stock her book. I don’t believe that the store caved to her request, but she got a ton of free publicity.
2. Target Your Market: Kevin Kaiser was recently interviewed by Writer’s Digest and suggested imagining the perfect reader of your book, giving that reader a name and profile (learn as much as you can about him – where does he eat lunch?), and then marketing to him – by name. Instead of making general announcements, personalize them. Once you have a target market, you can get 100 times more creative because you know what they want, how they think, and what they would respond to.
3. Say No: Okay, this might not sound very creative, but simply saying no and only doing certain marketing activities can actually boost your productiveness. Don’t say yes to every single marketing opportunity that comes your way. It’s better to do 5 things well then 10 things half way. The creativeness comes in when you say no to something mainstream, and yes to something experimental.
4. Twist It: Read about what other authors are doing to market their books, and then twist it into something new that works for you.
5. Add Passion: If you’re passionate about your book topic, this shouldn’t be too hard. Whatever your niche is, get into it. Let your marketing simply become an extension of you as a person. I’ve seen authors donate a portion of their sales to a related charity. Another author volunteers to do a Q&A session at her local school with the 4th graders each year as long as the teacher reads the class her book. Whatever you are passionate about can be included in your marketing – as long as you are creative enough.
So there you have it: 5 steps towards creative marketing. If you’re interested in more marketing tips, I encourage you to check out our new book marketing community: Book Marketing Success. The community was launched September 22nd, 2012 and features a different aspect of book marketing each month, beginning with building a successful book marketing plan. All members receive a free PDF copy of my book, “Book Marketing 101”, as well as several other free marketing resources. You can learn more at: Self-Publishing-Coach.com
Author of “Book Marketing 101”, Heather Hart works as a self-publishing-coach.com liaison, author, and author’s assistant whose desire is to glorify Christ through her work and to help other authors do the same. Helping other authors since 2009, Heather lives in Colorado with her husband, Paul, where she fills her days caring for their four young children, writing for Christ, and studying God’s Word.
You can connect with Heather online in the following places:
Linked In: www.linkedin.com/in/authorsassistant