10 Ways to Breathe New Life Into an Aging Book
Does your book need a little something extra to
get going every day? By this I mean, once your book has been out for a while,
you may be wondering if it’s time to move on or keep marketing it. My answer to
you would be “it depends.” If you don’t plan to write any other books and don’t
plan to update this one (if it’s non-fiction) then I would suggest moving on,
completely. But if writing is your passion and you plan to do more – or to
update the book or books you have out – then yes, by all means keep pushing
it.
If If a book is relevant, there’s no reason you can’t keep promoting it. This varies to some extent for fiction vs. non-fiction, however many of the guidelines for these books do apply in a crossover sense. Marketing you can do for one, can also apply to the other.
If If a book is relevant, there’s no reason you can’t keep promoting it. This varies to some extent for fiction vs. non-fiction, however many of the guidelines for these books do apply in a crossover sense. Marketing you can do for one, can also apply to the other.
- Keep
Those Reviews Coming: Reviews can easily make an older book look
relevant. People are still reading it, still reviewing it, so it must be worth
reading. Even just a few new reviews per month can make a huge difference.
- Update
content as necessary: As I mentioned above, if you have a non-fiction
book that needs updating, you should update it. Even for fiction books that are
older, I’ve known some authors to update things like switching a character’s use
of a Blackberry to an iPhone, or updating pop culture references. Most of this
is pretty easily done with a few quick word searches and yes, it does mean that
you have to reformat the book – but if you want to keep it fresh, or if you’re
planning to use this book as a carrot to draw readers in to your newer books,
this may be worth it.
- Update
your Amazon Book Page: One thing that shouldn’t stay static is your
Amazon book page. I always recommend updating it when you update the book, get
an award, big new blurb, etc. Even sometimes just updating the copy can be
helpful to refresh the page
- Change
your Book Cover: This is an odd trick, but it works. I’ve tried this a
few times with books across fiction and non-fiction. What I’ve found is that
changing up the book cover can often help to spike the book on Amazon. More than
that, a new cover can really help attract new readers.
- Run
Regular eBook Promos: Running regular promotions for your eBook can
really help to keep up your momentum. I recommend trying one promo per month.
This doesn’t mean you have to reduce the price to zero each time. One month, you
can discount the book by $2, or make it half-priced, and then another month,
mark the eBook down to zero. It’s just a great way to keep the book top of mind
with your audience. Plus, eBook promos done regularly can help trigger your
Amazon algorithm.
- Play
with Pricing: Pricing, much like eBook promotions, is also a great way
to play with the Amazon algorithm. Pricing a book at .99 cents for a day can
really help boost purchases. Make sure to share any promos/pricing changes to
your social media fans. The needle won’t move far if you change your price in a
vacuum. A note on this: I’ve had authors approach me, concerned that this will
upset their readers and I haven’t found this to be the case. We all stumble on
sale items after we’ve bought something.
If you get a lot of flack, or find your readers are pretty vocal, offer them an Amazon gift card for $1 or whatever the pricing difference is (they have to show you proof of purchase). When I had an author offer this, she got no takers – the readers were just satisfied that she was willing to honor the sale price. I think you’ll find that your readers just want to be heard – but unless you’re doing hefty discounts like $10 a book, most of them won’t be so upset that they never want to read your stuff again.
- Tie
into Current Media Hook: While this mostly fits into the non-fiction
category, it’s a great thing when you can find a national (or regional) angle to
your book that the media might love. I’ve known authors to do this for books
that are going on five or more years old who have done very well. You can use it
to pitch media, or you even on your blog and in social media. Finding a great
book hook that has some national interest can go a long way to getting more
current attention for your book.
- Keep
blogging, Stay Busy I see a lot of authors who seem to leave their own
promotion party as soon as the book hits a year old. They stop blogging, rarely
show up on social media anymore, and forget pitching. What does this tell your
potential readers? If you aren’t interested in your own book, why should anyone
else be? Stay active on your blog, even if it’s just once a week – get into your
social media and keep talking, your readers are listening and once you stop
talking, they will move onto someone else.
- Too
late for a review? Try This! But what if it’s just too late to pitch
bloggers or reviewers for your book? Well, then what about offering to write
guest blogging pieces, or suggesting a book excerpt or author Q&A. Or,
better yet, maybe approach less-high profile bloggers who can still give you
some nice exposure, but aren’t so tied to book street dates the way some of the
very high profile bloggers are. Exposure is exposure, whether it’s a review,
mention, excerpt, or guest blog. Don’t just assume that because your book has
aged, that it’s aged out of the market as well.
- Every
Update Deserves A Repitch: If you update the book in any way, you
should consider a fresh repitch of it. The Amazon date may show that it was
published in 2014 or 2015 – if you have made specific, helpful, or significant
changes and you just republish the book to the same page (a lot of authors do
this to keep the reviews in tact). If this is the case, make sure that anyone
you pitch knows that the book is newly updated and make sure your book
description reflects that as well. For example, you could say something like:
Newly updated as of October, 2016! In big, bold letters – so it’s easily visible
at the top of the book description. And, as I mentioned, if you are pitching it
to bloggers or reviewers, make sure they are aware of this as well.
Keep in mind that we are here to support YOU. If these ideas spark a desire to take your book marketing to the next level, please reach out to Amy Cornell, my programs manager, at campaigns@amarketingexpert.com. You will love Amy, and she can always be counted on to provide honest and customized recommendations for your book!
Reprinted from Author Marketing
Experts, a full service book marketing and publicity firm. Find out more
at: www.amarketingexpert.com
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