It’s common knowledge that nowadays most authors have to do their own book marketing. That’s a given for self-published authors, the so-called “indies” whose ranks are swelling like never before. But even traditional publishers, in constant struggle mode in an ever-evolving and fiercely competitive industry, now find themselves squeezed for advertising funds. Only their very best-selling authors are still accorded a marketing campaign for their latest efforts. For the rest, aside from the obligatory press release and access to the publishers’ distribution channels, it is everyone for themselves in the Wild West of the modern book market.
Even the marketing venues are changing by the day. It used to be sufficient to conduct publicity campaigns in print and traditional media like radio and TV, but no longer. Increasingly important is the role played by the fast-growing but nebulous Cyber media: a plethora of websites, blogs, social media, electronic newsletters that target book lovers of all ages, alongside a mushrooming network of internet broadcasts (aka podcasts). This new media is forever morphing, and even though its cumulative reach and impact is undeniable, it’s all but impossible to determine where the sweet spots are that an author should focus his or her limited advertising resources on.
But that’s only part of the problem, as related to the “supply” side of book advertisement. A larger issue is the rapid and staggering outpacing of “demand” over “supply”: it just seems these days like everybody and their brothers and sisters are all cranking out books and all clamoring for a platform on which to promote their literary efforts. So much so that an obscure book blog whose few followers wouldn’t even constitute a decent-sized book club can find itself routinely turning away desperate authors requesting to be interviewed. Some book reviewers don’t even consider works by self-published authors, while others select books to highlight based on their sales performance and rankings, or sometimes on the number of customer reviews posted online. Which creates a catch-22 situation similar to the one confronting first-time job applicants with no prior experience: how is an unknown author supposed to gain notice that would help generate sales when his debut work is being passed up by critics (even non-professional ones) because of practically non-existing sales?
The options thus appear very limited for a new author. You can always hire a campaign manager or a book publicist, but the more successful ones are 1. extremely selective in who they choose to represent (the same way literary agents have grown to be), and 2. prohibitively expensive. So in the end it really comes down, as always, to self-reliance and good old networking. You have to somehow dig deep and find the gumption to reinvent yourself and become your own champion and publicist, not a very palatable proposition for most introvert writers who simply prefer to remain ensconced at their messy desks or kitchen tables and write.
There’s no getting around it. You just have to get out there, join any book discussion groups (online or otherwise) that you can join, approach as many book bloggers and reviewers as possible to pitch your book, start networking with other authors and help each other out, call in old favors or plead for new ones to gain access to media people, beg all your friends and relatives to deploy their social media to make noise for your book, attend book fairs to meet potential readers, give away books and promotional material at every chance you get. In other words, raise a goddamn ruckus about your product, as uncomfortable as that makes you. But the sad truth is, even with all that effort–there’s no guaranteed result. There’s no proven strategy that works for everybody, and what seems like a brilliant publicity stunt for one author may prove a dismal flop for another. But one thing is certain: in this modern book market, without your personal involvement and your single-minded dedication to at least try to get out in front of the pack, your precious baby is as good as dead on arrival.
Next week: My own modest results so far.
Hello C.L.
Thanks for straight information. I know you have had success with your book. It is wonderful. If ten people were to read mine I would be happy.
Mary
Thank you, Mary. I appreciate every single one of my supporters and continue to work hard to reach more readers, one at a time.
Your post definitely captures the reality of becoming an author these days. Yet if an aspiring author of any age were directed to weigh it before deciding whether to continue, I think most of them would say they’re still going to write the book – they’re not doing it for the money. (Even if we’re hoping for lightning to strike.)
My approach is to nurture the product both in creating and publicizing it, so it has the best chance of success, but then accept that the most significant reward might be non-material; you’re doing what you want.
I so clearly remember the days when the old publishing establishment was the only way to get our words heard. Compared to that, if only one thousand people read my book, if I can hold it in my hands, I’m happier than I would have been back then. I did it! My book lives. Similar to being the only one in my family to complete a four-year college degree, I have accomplished a book. That was on my bucket list, critical for my life’s accounting when I reach the end. And with the new digital universe, even though there are tons of books being written, mine will outlive me. It’s a toehold on immortality.
Thank you for your thoughtful comment, Lynne. You’re absolutely right. We’re living in an amazing age when technological advancements allow us to achieve things we never thought possible even ten years ago. At least now we can get our messages out there in some permanent format for posterity. I was just trying to point out that an author needs to be personally involved and put in much conscious effort in order to disseminate his/her message to an audience larger than the immediate circle of relatives and friends. After all, for most writers, our ultimate goal in setting out on this journey is to be heard, to feel like we’re paying it forward and contributing to the greater conversation.
Thank you Mr. Hoang. Even though it has become painfully apparent these uncertain methods are the only route to eventual success, it’s nice to know I’m not alone. Writing has always been a lonely occupation, but there are times when book marketing seems even lonelier.
Thank you for your thought, Raymond. I hear you. It’s constant learning and experimenting. I keep telling myself: one reader at a time; one review at a time.
The same can be true of those of us who have a publisher. Unless you are remarkably famous to begin with or have pre-built an audience for your book (50 Shades of Grey), marketing is still the primary responsibility of the writer. I have learned so much and met so many amazing people on this journey. When I tell people I write and have a published book it is with a great sense of pride in the accomplishment. One more step on my adventure. Now I am beginning the process of writing the screenplay for my book, another step in the adventure. Life is too short. Do it now.
I couldn’t have said it better. Thank you, Mindy. Cheers!!
Even though I agree with everything you’ve said in this post, I side with Lynne for the main reason to write the book: because it’s on our to-do list in life. How will we feel if we don’t write it compared to how will it feel not making the NY Times best-selling list?
The main thing new authors should take from this information, which is common in indie worlds, is that it takes time, persistence and usually multiple books to get the kind of readers you’re hoping for.
I couldn’t agree more, Jason. Thank you for summing it up so nicely. The post was meant as a call for authors to take a pro-active stand when it comes to promoting their works, and not as a question about whether to write/publish given the marketing challenges. To have the opportunity, as we now do, to see our words in print is fulfillment in itself.
Hi,
I too am published. I discovered that only 1 in 300 traditionally published books in the US become bestsellers.
I accumulated 200,000 followers on Twitter and started to help other authors reach readers. I grew my following because my publisher wasn’t doing enough online. I believe strongly that you should pay only small fees as you test each marketing platform to find the ones that work.
We focus on value at Services4Authors.com. I was in sales for twenty five years so forgive me for turning to helping other authors now. It’s what I know how to do.
Thank you for the information, Laurence. I’ll definitely check it out. As you well know, many authors made sacrifices to pursue their dreams, and as a consequence they operate on a shoestring budget and have to be judicious about where to invest their modest marketing funds. Even to try out a few of the schemes out there can cost a lot of money if one isn’t careful.
Lynne is right. The joy is in the writing. Sure, we all want to see our novels take off, but after writing multiple novels, 2 published (Berkley/Penguin & Amazon) I suddenly find myself immersed in one that’s flowing out faster and more fun than any so far. And I don’t even have a title yet. I thought my previous novel was the “work of my lifetime,” but this new one is a romp, a chapter a day, sometimes 2. Ah, the writing life. Just when you think you’ve done your best work, it throws you for a loop, and you’re cavorting in words and scenes and totally in love with a new story.
C.L. your novel is wonderful and beautifully packaged. It’s sure to do well. Congratulations.
Thank you for the support, Kathryn. I appreciate it. And you’re right on. The marketing in this modern world of publishing can get a bit overwhelming, but we need to always remember why we set out on this journey in the first place: for the sheer joy of losing ourselves in the world of our own creation, as you are right now. Best wishes and loads of fun in your latest writing adventure!