As any author discovers, there's plenty of free advice out there for what they
should - and shouldn't do - when publishing a book. If I had to create a Top 10
list of mistakes authors should avoid at all costs, I'd focus on the following
topics, because these omissions can really set you and your book
back:
1. Not Understanding the Publishing Industry:
Writing a book does not guarantee you readers. Before you publish, do some
research - who are your competitors? What do they publish? How is your genre
faring in the industry right now? Knowing your market is vital to finding and
connecting with readers, receiving book reviews, and getting book
sales.
2. Not Realizing Book Covers are Key: Readers and
book buyers spend only seconds looking at book covers, and many of them now view
thumbnail-size images online. Investing in a professionally designed cover by
someone who understands book design and the publishing industry is a smart move.
If you can't capture people’s attention with a strong cover, you've likely lost
a prospective reader and buyer. You've put a lot of work into writing your book;
apply the same philosophy to your book cover.
3. Not Knowing That
Editing is Your Best Marketing Tool: There are at least 300,000 books
published each year, according to Bowker. With all that competition, you want
your book to be the best you can make it. A poorly edited book will not gain you
readers, reviewers, or fans. If your book is your resume, what kind of message
are you sending if your book is full of errors? This is the most common
complaint about self-published books: lack of quality control, aka,
editing.
4. Not Getting Good Advice: Sure, your mom and
your friends support what you do wholeheartedly - but what do they know about
publishing and promoting a book? There are so many reputable, free resources
available to authors for every phase of their publishing journey - from blogs to
social media groups to online forums and more. Take advantage of these
resources, ask questions, learn from others, and share your
insights.
5. Not Working Your Market: One great thing
about social media is it really does let you find people who read books in your
genre. And you can cultivate these readers in a number of ways beyond buying,
reading, and reviewing your book. Why not seek beta readers from your market
before you publish? Many authors have successfully built a stable of
pre-publication beta readers who offer their insights. Beta readers are not
editors - while they may find a grammatical error or typo, what they really do
is help an author understand if the story works, if it's
authentic.
6. Forgetting That It's a Marathon, Not a
Sprint: If you're going to publish a book, you have to be in it for the
long haul. Those "overnight" success stories are never true. By the time you've
heard of the author they've already put in years working on their writing,
getting published, and building a following. Approach your marketing with the
long-term in mind.
7. Not Knowing That Timing Matters:
This is where a writing, publishing, and marketing plan comes in handy. If you
want reviews, you need to build that into your publication schedule because if
you seek major review sites or publications, they'll want a copy of your book at
least two to three months before it's published. If you want a distributor for
your book, it's going to take some time for them to get your book placed. Work
out these dates in a flexible plan (to cover for anything that will go awry,
this does happen) for publishing your book.
8. Overlooking the
Importance of Your Website: Your website is your 24/7 sales hub, and
unless you know how to convert web visitors into buyers, you should find a
professional to design your site. DIY websites rarely sell books, nor do they
help an author’s ranking in Google search. These things matter, and that’s why
having your friend’s teenage son design your site is probably not a good idea –
unless he knows all about web conversion and SEO.
9. Not Building
Relationships: Are you getting book reviews, interviews, or other
coverage? If so, be sure to thank them for taking the time to review your book
or interview you. These not-so-little things do matter in the long haul. These
are people you can approach for your second, third, and subsequent books - and
your requests will be successful if you've taken the time to build
relationships. I can't believe how rarely authors take the time to say thank
you, when that little step can go a long way toward developing a
following.
10. Not Trusting Your Team: If you're hiring
people to help you publish and/or market your book, trust their advice. You
chose them for a reason (I hope), so take advantage of their expertise. Look for
someone with a good track record in the industry who understands the market.
Then let them do what you've hired them to do - otherwise, what's the
point?
Publishing and promoting a book is a huge challenge, and authors
often feel overwhelmed by a myriad of choices. But focusing on a few key areas
can be the difference between a book that finds traction versus one that gets
lost in the crowd. In the end, it’s worth the time to invest in your book, your
team, and your promotion.
Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com
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