10 solutions to your book marketing mistakes

The expectations of authors have changed significantly in the last five decades.

Social media platforms did not exist. Authors were not expected to market their own books.

Today, the average author, whether self-published or not, has to take responsibility for marketing their books. This is a mammoth task, and if not done correctly, can lead to poor sales of an excellent book.

While there are a lot of tasks that an author needs to do to market themselves, the key is to work smart, not hard.

There are some pitfalls that authors should avoid, which prevents them from getting bogged down and lets them get their books out there.

These are some of the common marketing mistakes that authors should avoid:

1. You’re struggling to write marketing pieces for your book

As an author, you find it easy to write a book about your subject of expertise. But when it comes to writing blogs about your book, you suddenly develop writer’s block. Failing to catch the attention of your audience will result in poor sales.

Craig McDermott, an employee at AssignmentMasters, explains the reason why writers usually ask for his assistance:

“Getting high-quality writing done on time helps authors with the marketing of their books. Websites that offer authors the chance to buy assignment writing skills are useful. Non-fiction writers need help to use persuasive writing techniques to market their books.

Perfectly good books go unsold when marketing pieces are not well-written.”

2. You’re not aiming your work at a target audience

When you write your book, you know exactly who you want to read it. It won’t appeal to everyone out there. So, the marketing of your book should be aimed at your target audience. If you have a vague marketing plan that takes aim and fires in the general direction of your target audience, it won’t work.

Your marketing plan needs to aim specifically at your readers.

Don’t engage in marketing activities that don’t reach your target audience.

Otherwise, you’ll expend a great deal of time and energy, and have little or nothing to show for it.

3. You don’t understand how digital marketing and sales work

For the author of a non-fiction book, the world of digital marketing and sales may seem like foreign territory.

However, when you understand the mechanics of it, you’ll be able to create a successful marketing strategy. Focus on the content of your writing when you’re marketing it. You don’t want to market it broadly, rather market it to a target audience.

Make optimal use of social media networks to market your book. They allow you to raise awareness and interest in your book. Remember, digital searches are done using keywords.

To ensure your book is on ‘top of the pile’ in a digital search, use these keywords. This is called search engine optimization. 

4. You’re not running a pre-launch campaign

If you’re waiting for the release of your book to market it, you’re making a mistake.

Your competitors may have the edge over you if they do pre-launch marketing and you don’t.

A good marketing campaign starts well in advance of publishing. This is where blogging and social media posts are necessary.

They create an air of anticipation and prepare your target audience for your book’s release. 

5. You’ve forgotten about email marketing

Email marketing is effective but often neglected.

With the advent of social media, emails have been pushed aside. But email marketing can make a big difference. It allows you a direct line to your target audience.

Having an email list is important. Generate it from the visitors to your blog or website.

Emails that are personally directed at them are important to your followers. They feel connected to you and want to support you. This leads them to talk about you with their contacts, which can lead to increased foot traffic on your sites. 

6. You’re not looking at your followers as human capital

When your followers post feedback and comments, take the time to read them.

Words of wisdom from a follower can add to your self-development.

If your marketing strategies are self-centered and designed only to generate sales, they don’t include your followers. You are likely to lose followers.

Your followers are human capital. They are what make your sales figures successful. Their referrals can boost your sales. If they don’t feel you see them as valuable, your value to them will diminish. Use the same approach with your fellow authors. Denigrating rants on social media may draw attention to you, but they’ll hurt your reputation.

7. You designed your own book cover

You’re an author, not a graphic designer. You spin magic with words, not with images.

You’d never hire yourself as a lawyer because you’d be out of your depth. In the same way, assuming you can design your own book cover can be disastrous.

You may think the cover you designed is great, but a trained professional may not share your opinion. Rather leave the design work to someone else.

An unattractive cover is off-putting and may cause potential buyers to pass your book over. Consumers shop based on what is visually pleasing to them.

Unfortunately, your book is going to be judged by its cover.

8. You’re not using Amazon to your best advantage

Authors who upload their content to Amazon are often so excited to publish that they forget the basics.

When you complete the upload form, fill in the categories and keywords sections. Research your options beforehand.

Look at what some of your competitors have used. They are very important for attracting the attention of potential buyers.

Neglecting to put in more than one category can lose you a lot of sales.

Avoid using broad categories, as your work will get ‘lost’ in the melee of other available books. The sub-categories are also important. They get to the specifics of what your work is about. These fields are there to get your book visible to Amazon shoppers.

9. You’re thinking of sales in dollar terms only

It may be a good idea to offer a free purchase of your book.

Customers are still allured by the thought of a ‘freebie.’ If this is your first offering, you should be seeing a growing reputation as your goal, not money.

Putting your work out into the universe is intimidating.

You can make your book free for a limited time. This will increase traffic and buzz around your book. Those who flock around it later will be willing to pay for your book to see what the hype is about.

10. You’re trying too many different strategies

It may be tempting to ‘dip your feet’ in as many ways of marketing your book as possible. But this can be counterproductive.

You need to choose only some of these marketing strategies and be prepared to immerse yourself in them. Spreading yourself too thin offers your target audience quantity marketing, not quality marketing.

In the times where consumers are bombarded by superficial marketing, they tend to ignore it. A well-crafted marketing strategy will garner you increased sales and loyalty from followers. Get help from an expert if you feel overwhelmed or unsure.

Do research on how other authors market their books. There is a lot you can learn from them. 

By Cathy Baylis. Cathy is the perfect source of motivational ideas and tricks that will help you boost your personal development. In her free time, she volunteers in the animal shelter, and writes fun articles on a variety of topics.