This May, I published my first novel. I’m a highbrow assets legal professional with no formal background in product development or advertising and marketing, so I knew that growing the ebook’s profile might be an assignment. In this essay, I’ll proportion with you a few techniques that labored for me. Marketing is greater artwork than technological know-how, so the guidelines replicate my personal opinion and experience. I’ll also mention a few sources I observed helpful, but in so doing, please understand that I’m not receiving anything of cost from third parties for point out of their services or publications. This is not an infomercial.
The first decision you want to make is whether you are drawing near publishing beyond time or as a commercial enterprise. If you are extreme about getting the broadest exposure for yourself and your ebook, you should recognize that literary critics and the buying public will not distinguish among your paintings and commercially a success, established expert writers. And frankly, if the choice is paying $22 on your e-book or $22 for Martin Amis’ brand new novel, why must the brand new writer accept a handicap?
Dedicated Website: A internet site established around branding your new e-book is one of the best, if not the handiest, marketing techniques to be had to the author. When a potential consumer pulls up Amazon’s website, with over one million titles available for buy, what are the percentages your name will pass their reveal? You want a conduit to direct the reader on your Amazon product page, and the simplest conduit is a website committed to the exploration of your ebook. The website allows you to pitch the ebook and yourself as a writer. It additionally offers the writer the possibility to interact with the reader: to set up a rapport with a potential consumer.
Set up an internet site committed to the ebook properly earlier than the e-book date. There are many things in an advertising campaign that require retaining professionals. Much of the advertising you can do yourself, but putting in a professional, nice internet site to compete with sites set up using conglomerate publishers, their webmasters and teams of image designers aren’t always considered one of them.
Having been immersed in a generation, in my view, for the past 20+ years, I’m very at ease manipulating software programs and hardware; however, despite this intensity of expertise, website design at this stage isn’t something I could adopt. Unless you’re a professional in website design talented with Dreamweaver, I strongly inspire you to lease the nice character budget to carry out this challenging important venture.
Some marketing professionals recommend using the writer’s name as the registered area name, e.G., ScottTurow.Com. This is a logical method for authors that are household names. I think it is a mistake for first-time authors until you’re an established persona in a distinct inventive medium or career. Reason: nobody knows who you are, so how might they realize to look for you on the way to discover your website?
If you sell your ebook title as the domain name, as opposed to your name as a writer, there could be greater symbiosis among advertising and marketing endeavors, as every tool in your arsenal is targeted at publicizing the book’s name. The exception might be if your book’s title is non-memorable, lengthy, or otherwise difficult to sell. It is less complicated to develop precise key phrases — phrases that search engine bots become aware of and catalog in indexing new Internet content — for a unique e-book identify than for a writer’s now not-so-precise call. Unique and exclusive key-word and keyword lengthy-tail phrases are critical in successfully ranking your website and, thereby, raising its profile.
Audit the websites of hit authors in the identical genre for ideas on how to structure your website and assess the opposition. Sites run through marquee name authors are what you are up towards in accomplishing a hit product placement: it’s for the usual in opposition to which your website online could be measured. An internet site installation three to 6 months earlier than the publication date is the most effective way to generate pre-launch interest for your ebook. Include a weblog thing on the site, even if you maintain a separate weblog if you want to hold the content sparkling.
The extra common a domain’s updates, the better its ranking on search engine indexes, and that is the closing aim. If humans cannot locate your site, they will not find your book. The website must encompass a website offering a quick summary of the book, author bio, press launch page, and how to touch the writer. Requiring registration on the web page to participate in an integrated forum is also helpful. You then have an automatic list of all people searching for products/services in your book while it is published.
Essays: One clean way to get the word out on the digital street you have expertise in your book’s genre or subject matter is to post quick essays on the Internet. Ezinearticles is presently the main host web page and resource for essays by using unfastened-lance authors. It will offer you the best exposure. However, there are similar sites available the writer should discover. The essay’s body ought to provide the reader with something of substance and value and no longer be an infomercial on your ebook. To reference the book is high-quality, but the cognizance ought to be on a subject not at once associated with pitching your identity to the reader.
Essay duration should, ideally, be between 250 and 700 phrases. Shorter articles are more likely to be syndicated. At 2,000 words, this essay runs afoul of that rule. However, there are always exceptions. The essay must always contain a resource box at the end with the author’s call, e-book title, and get in touch with records, which include his website cope with. If the essay is popular on the host website, there is a good danger it will likely be syndicated with the aid of third-party publishers, further growing your audience. The cost of such essays can’t be overstated as a tool to emblem your call and your new ebook.
Blog: When I started formulating my advertising marketing campaign, I understood that blogs have been passé and had reached market saturation stages. Both assumptions are real, however oddly, blogs continue to be a compelling advertising and marketing device. The weblog, like your website, must be updated frequently, which will include paintings closer to a high ranking on popular search engines. In my revel in, WordPress, an open-source software suite of equipment and web host, gives the most effective platform to attain a huge audience. There is a mastering curve here, but plenty of it is intuitive if you possess common software fluency. Building a WordPress Blog by way of Scott McNulty (Peachpit Press 2009) is a terrific primer.
The weblog differs from your internet site in that it is meant to feature each day ponderings, essays now not referring to your book, and different writings that allow the reader to hook up with who you’re as someone. If used efficiently, the weblog facilitates building a relationship between reader and creator that natural advertising automobiles, consisting of a book’s website, can not achieve. I could also enormously suggest registering a domain name separate and unique from your book’s website on your weblog instead of using WordPress’s network website. This approach lets in more search engine optimization (SEO) and allows the blogger to fully take advantage of the strength of the WordPress blog equipment and plug-ins. The use of the latter on the WordPress web page is extraordinarily confined.
Podiobooks.Com: Most humans, even liberal-minded artists, want to be paid for their work product; therefore, it goes towards human nature to offer away one’s prose or verse. Now is the time to set aside that instinct and fully include your inner Karl Marx. Podiobooks.Com has yielded NYT acclaimed authors with the most important publishing deals out of entire unknowns. If your e-book in audio shape generates sufficient interest on the popular Podiobooks internet site, it could nicely launch your expert career as an author. The volunteers who can be tasked with the website’s online administration are themselves writers, and their hands-on method of each submission is astonishing. The site has been diagnosed as a fashion place using the Grey Lady, herself, in addition to Time Magazine.
If the New York Times regards Podibooks as a serious resource, so must you. There are some terrific expert voice-over artists with a purpose of translating your book into audio shape. If you are not comfy reading aloud your personal paintings or do no longer have a robust speaking voice, I would inspire you to don’t forget this as an option; albeit, it’s highly-priced, with charges within the $1500 – $three,000 range relying on the period of e-book and popularity of the artist retained. Sounds expensive, and it is, but it truly is the value of a respectable studio microphone. At the very least, put money into a Shure SM58 mic and small mic pre-amp. Cardioid mics advantage from a mic pre, as they do now not produce a robust sign.
Video Trailer: This is a hot new trend in book advertising and a fairly powerful one. The video trailer is not in contrast to the preview for motion photographs seen in theaters. It’s a multimedia presentation of the synopsis or topic of your ebook. Like maximum new and famous offerings, it’s also a marketplace zone complete of incompetents and opportunists. Carefully vet all of us retained to do that work for you: ask for a curriculum vitae and a portfolio in their work.
What formal schooling do they’ve in video manufacturing, and what’s their forte? How lengthy have they completed settlement work inside the publishing area? Do they carry out all the paintings in-house, or do they act out the paintings? I’m a gearhead (a technophile that possesses hardware information), so I regularly ask about the studio system used and a production facility. Much can be completed these days with a Mac Pro Workstation and Final Cut Studio or Adobe Creative Suite. Still, you continue to want information, a sound isolation booth, and professional mics and mic preamps to achieve an aggressive industrial product.
Price factors for this service vary from a few hundred bucks to several thousand. There is — or have to be — an instantaneous correlation between fee point and videographer revel in and assets. The correlation usually extends beyond that to the contractor’s capability to correctly place and publicize the video. As crucial because the fine of the finished video trailer is the placement of that trailer. Just as with one’s website or weblog, the trailer’s visibility is critical for it to be effective. If the distribution of the trailer is constrained to populist sites like YouTube, Spike, and Atom, there may be no way to achieve an area of interest marketing — to narrow your audience to the desired target marketplace of e-book buyers, a great deal fewer niche readers in a selected style.
Much of what you are paying for with the higher services is product placement. Just like your ebook, a video trailer has little software if it does not reach a target market. Book Surge (booksurge.Com) is one of the few prints on call for (POD) publishers that offers a powerful video trailer placement provider. They are uniquely located to do so, as Amazon.Com may completely own them. When you pay for trailer production via Book Surge, they’re capable of assuring placement of that video to your e book’s Amazon product web page. Something no other publisher or publicist, save for the fundamental publishing conglomerates, can provide.
Virtual Book Tours: VBT has become a popular and cheaper opportunity for authors who have paid thousands to publicists with a modest return on their investment dollars. With books now being the number one concern commodity of online transactions, it handiest makes feel to maximize publicity of your e-book’s website and related web presence. Here, a longtime community is a whole lot. Few new authors have the prevailing relationships with literary unique hobby websites, forums, and blogs to publicize their ebook and their name as an author efficiently. You want these 1/3-celebration websites to speak about your ebook, its author, and the link returned for your website. As crucial as branding your e-book is branding your call.
If your call is recognizable among readers, they’re twice as in all likelihood to find your ebook online or at a brick-and-mortar reseller. Since there is significantly less overhead for the publicist in promoting a writer online, the client’s fee is less than partnering with a traditional publicist. The professional in promoting books online should be capable of comfy writer interviews, e-book opinions, and featured articles — like this one — on sites frequented by prospective consumers of your ebook.
Because of the sheer quantity of e-book sales online today, a VBT is a no-brainer. However, it needs to be preceded, for my part, by having the aforementioned promotional gear in place to maximize the impact and attain of the VBT publicist’s efforts. Even the huge publishing homes are actually requiring their authors to be proactive in advertising their books, updating websites and blogs. This is even greater authentic for the brand new author, wherein it’s going to require that rather more legwork set up each the author and his frame of labor as worthy of the reader’s cash and time.