How to Market a Book
One of the banes of postmodern life is that successful professionals must communicate effectively across multiple media. Communication is more important than ever because technology has made all of us more productive. If one 2017 professional can now do the work of a dozen 1960 professionals, then that professional effectively functions as a team, including the team manager. Production, marketing, and sales all need to be done by that one professional. As an economist, I faced this challenge; it has only gotten worse now that I am an author and publisher.
Joanna Penn in her new book, How to Market a Book, advises authors on trends in marketing and sales of self-published books. She sees five non-negotiable activities for all book marketing:
1. Make sure that your book is the best it can be…
2. Identify your comparison books and authors.
3. Optimize your book sales page…
4. …use paid promotions to send readers to your book page.
5. …set up a professional looking website and an email list sign up. (281-282)
Who is Joanna Penn?
Penn is an interesting writer for self-publishers to pay attention to because she is one of the few authors who has succeeded in quitting her day job and living off the proceeds of her writing. Less than five percent (one in twenty) of independent authors sell a thousand books (I have sold about six hundred) which implies that even fewer authors have broken even on their book sales. Most independent authors are supported by a day job or by a spouse. By her own accounts, Penn started seriously writing in 2006 and quit her job in 2011, five years later (7-9). This track record makes Penn a credible source of recommendations for how to succeed in self-publishing.
A Healthy Mindset
Part of Penn’s success arises because of a healthy mindset. She writes: “marketing is sharing what you love with people who will appreciate hearing about it.” (13) This mindset is a form of “attraction marketing” which means that you find out what people want and offer it to them.
Why is this important? Two reasons stand out.
First, when I studied marketing in the 1970s and early 1980s, I was taught “push marketing”. Push marketing means that the firm bought advertising and pushed it out to the reading, listening, and viewing public. Attraction marketing is new and many people have not yet caught on to it. Penn has done her homework which is an important reason for her success.
The Mindset Advantage
Second, Penn mindset comes as a relief for those of us who doubt our own credibility as authors. It is one thing to write a book; it is another to believe that anyone other than your mother would want to read it. This fear of being an unworthy author is pervasive and it prevents many authors from succeeding in their marketing. Penn mindset shows that she believes in herself and does not get in a muddle in reaching out to others who will appreciate her writing.
The Book Launch Thing
Another gem arises when Penn writes that “marketing is more than a book launch” (20). While I have learned to sell books in person and online, my failure to have a great book launch has always bothered me. Penn offers an important piece of background information on this point.
Traditional Publishers Focus on the Launch
Traditional publishers, who work with retailers to stock and toss books all the time, focus on the book launch because they have limited time and resources to devote to each book. The launch is coordinated with a media campaign and a month later they are on to another book.
For small publishers who have no retail connections, no publicity team, and no media budget cannot easily host a successful launch following this model and probably should not try. Book marketing is more of a marathon than a sprint for the small publisher because resources are tight, relationships need to be built, and learning is an ongoing necessity.
Joanna Penn’s How to Market a Book is a useful, readable, and timely book for authors who publish. I found her comments on podcasting and publishing audio books particularly insightful. Perhaps you will too.