Still feels good, doesn’t it? Checking Amazon or Barnes & Noble to look at your book listing. Realizing all over again that you wrote a book, damn it! You wrote it, and you did the work necessary to get it out there to the world.
You’re all kinds of awesome, you know that?
But, and there is a but, what you’re going to find is that listing your book on Amazon isn’t nearly enough. Thousands upon thousands upon thousands of people have books listed on Amazon. You need to stand out from the crowd. You need to get noticed. You need people to care.
There are many ways to shine a light on your work. One way is a good social media presence. Social media is simultaneously one of the best, and worst ways to try to market your work. It’s very, very bad, for example, to keep tweeting about how awesome your book is and telling people to buy it. People don’t like being sold to, especially in their social media feeds. So tweeting the price of your book over and over is likely to get you unfollowed and consigned to the social media phantom zone.
The best way to get people interested in your book, is to pretty much never mention your book. Yeah, it sounds weird. But trust us. Just be you. Be authentic. Offer something, whether it’s funny cat GIFs, cool writing advice, humorous observations, sharing interesting or unusual news stories… Basically, curate a feed that you would want to follow, and make sure it reflects who you are as a writer. Authentic is the key word here. Find the channels that work for you, don’t do a bunch of Snapchat dog or star filters if that’s not you, and fill them with cool stuff. Interact with others genuinely. This isn’t to say you can’t ever mention what you do. It’s fine to drop it in here or there, but don’t make that the point of being on social media. If you put your book on sale, it’s fine to tweet or post about it a couple of times, but keep the other stuff coming too.
Paid social—paying to have your posts appear in the feeds of people who don’t follow you—is challenging to pull off successfully, if you’re too on the nose about it. If the tweet or post is compelling, hilarious, and not exactly about telling people to buy your book, you might get people to respond, but on the whole, you’re better off spending your money on other things.
Paid ads on blogs and Goodreads and the like might work for you. They can be hit or miss, and will be expensive. Think about your behavior on websites… do you ever click on banner ads for books you’ve never heard of? Again, it all comes down to the ad itself. If it’s visually astonishing, genuinely hilarious, or just utterly fascinating, you might get people to click through. But it’s not the most compelling way to increase sales.
However, what can work is a good review from a book blogger. Reach out to your favorite book blogger and offer them a copy of your book in exchange for a review. It is a legit and great way to get word out there about your book. Book bloggers are awesome, and that community is a wonderful place.
Giveaways on Goodreads work well too. They’re really easy to set up, and you just have to follow through when winners are selected, by mailing your book out to them (including a personal note is a nice touch too, as long as it’s simple and polite!)
Another route you can take to get the word out there is to submit to contests. Some examples include the Writers Digest Self-Published Book Award, and the Bath Novel Award. Getting long- or short-listed (or, you know, actually winning!) one of these helps make your novel a little bit noisier out there.
So far, we’ve focused on the online side of things. But, of course, that’s not the only way to get your book the attention it deserves.
We’re talking about bookstores. Actual real-life, wonderful bookstores.
We love bookstores. They can be beautiful and transcendent temples to other worlds. Ann Patchett owns one of our faves, Parnassus Books in Nashville; check out her incredible guide for bookstore lovers, and then spend a small fortune in plane tickets to all those cities.
We digress. But just mentioning bookstores got us all dreamy-eyed…
Now, to get your self-published book into a bookstore takes legwork, and, way more importantly, also being a nice human being. Build relationships with your local store, genuinely. Support them by buying books from them. Be nice. Talk about books in general, because it’s always fun to talk about books. And, then, in a reasonable, non-creepy way, ask if they’d consider stocking books from a local author. The local author being you. To be honest, quite a few indie bookstores are set up for that anyway, and are happy to if you just pop in and make the request. Some will ask for you to bring in copies, so it’s good to have a few extra copies on hand. Others prefer to order via their distributor. But you gotta get out there and ask. You have to build your career, one book at a time, one sale at a time. No shortcuts.
In the end though, when all’s said and done… the best way to market your book is to write another book. And then another. And another. The more books you have available, the more you’ll sell, and the more the sales of each title will impact all the others.
In other words, just keep writing.