Guest Post: 5 Must-Do Book Marketing Tips

Today I have a guest post from author Jenn Gott with some helpful marking tips.
Enjoy.

Image by mohamed Hassan from Pixabay

5 Must-Do Book Marketing Tips to Action Before Your Book Launch

So you’ve written and edited your book to perfection, and now you’re finally ready to take the plunge. Launch day is the moment every writer dreams of — but before you go planning the perfect launch party and acceptance speeches for the many prizes you hope to win, you need to make sure that people actually find out about your new book. And the only way to do that is through marketing.
I can hear some of you groaning already, but I promise: marking doesn’t have to be a chore. In fact, the fundamentals of how to market a book really aren’t that bad! The trick is to understand what actually works, and which common suggestions are just wasting your time and money. With that in mind, let’s take a look at the 5 key things you’ll want to get right before you launch.

1. Commission a cover that sells

There’s no getting around it: your cover is a powerful marketing tool. It’s the first thing most people see, and the single biggest way to get someone to go “ooh, that looks cool!” in a sea of Amazon search results.
A great cover is a work of art, but that doesn’t mean they’re created in a vacuum. Effective covers all share several key elements that make them truly “work,” such as:

• A clean, striking font that is readable at thumbnail size
• Artwork and design in line with the covers of bestsellers in your genre
• A clear sense of the book’s tone
• Appropriate balance of the various cover elements (title, images, author name, etc.)

If that seems like a lot to juggle, don’t worry; you don’t need to try to make the cover yourself. In fact, unless you’re already a graphic designer branching out into writing, you probably shouldn’t.
Luckily, there are more than enough cover designers out there who are fit for the job and your budget. When browsing their portfolios, make sure to consider not only the quality of the work itself, but whether they work in your book’s genre. While a good cover designer should be able to study a new genre and create something fitting, it will save them time (and save you money) if you choose someone who’s already comfortable in the style you’ll be asking them to convey.

2. Nail your book’s description

Once you’ve gotten them to click on your gorgeous cover, the next thing readers are going to do is read the book’s description. After all, they’ve gotten some sense that this is a book they’ll like, and now they’re looking to either confirm or deny it. This is the moment of truth, so it’s crucial that you get it right.
To craft your book description, try to go back to the core of what excited you when you first started writing the book. Was it the characters? The wildly inventive world? A plot with a twist that took your breath away? Chances are, whatever compelled you to write the book is likely going to be a hook you can use to snare readers’ attention, too. 
Identifying this draw will also help you identify the central promise that your book makes to the readers. It’s those two things — the hook and the promise — that you’ll want to build your description around, as these are elements that make books irresistible to readers.

3. Choose your Amazon categories wisely

If there’s one marketing technique that new authors fail to maximize, it’s this. So many people don’t even consider their categories until they go to upload their book, and by then they’re so exhausted by the publishing process that they don’t necessarily do a good job.
I mean, I get it. You know your book’s genre the whole time you’re writing it, so surely picking a category is just a matter of finding that genre on Amazon’s list… right?
Not exactly. For one thing, there’s an abundance of subgenres in there to choose from — a lot more than you’d think, if you’ve never sat down and browsed them before. You might know you’re writing a fantasy, but is it sword & sorcery, alternate history, or dark fantasy? Is it a coming of age? Does it feature dragons and magical creatures? It is an Arthurian fantasy, a military fantasy, or a romantic fantasy?
This is just a small sampling of the many ways your book can be categorized on Amazon. Each of these categories has a different number of titles to compete with, and each of them also has a different number of fans that you’re all vying for — the trick is to find that “sweet spot” where there’s a lot of interest, but not as much competition.
Of course, you don’t want to lie and misfile your book just because it’s an easy category in which to climb the ranks. That isn’t fair to people who are actually writing in that subgenre — and ultimately won’t help you either, once reviewers start complaining that your book isn’t what it claims to be.
But there may easily be multiple categories that can apply to your book (say, a coming-of-age romantic fantasy about dragons). You’ll want to pick the ones that provide you with the best chance of success, while remaining truthful to what the book is.

4. Gather early reviews 

When it comes to reviews, there really is no such thing as too early. Well, okay — you shouldn’t be trying to get people to leave you a review before you’ve even written the book, but so long as you have a complete story that is at least 95% the same as it will be on release day, there’s no reason to hold back!
Putting together an early review copy of your book really isn’t significantly different than creating a final version. Just be sure to label it as an advanced proof, and make sure that anyone who’s reviewing it knows it’s still subject to a few changes. Then just start reaching out to people. Whether you approach book bloggers, try to form a street team, or use an editorial review service, there are plenty of readers ready and eager for a free copy of a pre-release book.
And if you’ve never seriously considered preorders before, now’s the time. Preorders will not only allow early reviewers the ability to post reviews before release day, but they’ll also give you time to adjust your description and Amazon categories to see what works best for your audience, effectively raising your sales rank before your book has even launched. It’s a single action that packs a triple-combo marketing punch.

5. Prepare your author mailing list 

Selling your book is great, but you know what’s even better? Ensuring that you’ll be able to sell those same readers your next book as well.
Enter the author mailing list, easily one of the most valuable tools in your marketing arsenal. Why? Because it provides access to your previous readers with minimal additional effort, so you can spend most of your time reaching out to new readers. You can then add these readers to your mailing list, so that they’re already taken care of when your next book comes out, and you can spend your time reaching even more readers. It’s snowball marketing, constantly adding to your reader base as you charge ahead.
That said, simply having the mailing list isn’t going to cut it. To properly utilize the marketing power of this approach, you’ll need to make sure that enough readers want to actually sign up!
To that end, you should create a “reader magnet” — essentially, a free sample of your work that serves to a) entice new readers to give you a try, and b) reward loyal readers for their dedication to your work. This can take the form of a free chapter (or several, if you’re trying to get people interested in multiple books at once), a short story, or even a whole book.
Then it’s just a matter of getting the word out! Be sure to mention the reader magnet everywhere you link to your mailing list, such as all your social media profiles, as well as the front and back matter of your books.

And there you have it! By putting in just a little marketing time at the launch of your book, you’ll lay the foundation for healthy, sustainable book sales, which will ultimately free up time to do the next important part: writing the sequel.

Jenn Gott is an indie author and a writer with Reedsy, a platform that connects authors with the world's best publishing resources and professionals. In other words, Jenn basically spends all her time either writing books or helping people learn how to write books! She firmly believes there is no writing skill you cannot learn with practice and the right guidance.

Lulu.com Troubles

I like publishing with Lulu.com, I really do, but lately they are making very difficult to consider using them for future books.

• First their so-called economy shipping is anything but economical. I needed some review copies and it cost me $15.72 for two books; the shipping and handling (this is to Canada, where I live) was $19.96. How is paying over double the price of the book cost, economy shipping!?
• Second they currently have a serious glitch with their site; my book, Chronicles of the Undead, is not showing on my storefront or in the store widgets I have on my website. Also the buy links are missing from the book's Lulu page, effectively removing it for sale at Lulu.com (and this is currently the only place to download the ebook). I have contacted Lulu, and they say they are working on it, but I'm not seeing improvement or hearing any updates on the situation.
• Third, their distribution changes just confuse me. They say their free distribution gets you on Amazon.com. Fine, no problem, but what about the other Amazon sites? I've done some checking and Chronicles of the Undead and Inside Realms seem to be on sale at some of the international Amazon sites (except for the Canadian one; I'm a Canadian author who can't effectively sell her books in Canada). So what is it Lulu, how many Amazon sites does the free distribution get you?

I wish Lulu.com would address some of these issues.

Book Distribution at Lulu.com.

You get what you pay for.

This is an update on circumstances regarding the buying/distribution status of my book Inside Realms.

This past summer Lulu.com was offering its Published by Lulu distribution package for free, so I took advantage of this deal for my book Inside Realms. I double-checked their webpage to see if there were any restrictions, but they were indeed offering their regular $100 package for free (which gave book distribution on various online retailers, including Barnes and Noble and Amazon, including the international sites). I assumed it was just a time-limited promotion, for their website never changed the description of the distribution package. I repeat, at no time did that description change, so I assumed that I would receive the full distribution for my book, Inside Realms.

All went well at first; my book appeared on the Amazons, then at Barnes and Noble, beginning at unavailable/out of stock status as it was supposed to happen. I patiently waited and then one happy day it was at full status at Amazon.com. I thought it was only a matter of time before all the other retailers followed. In fact I believed it was happening when Barnes and Noble listed it at full status. Then it was gone, back to out of stock status at Barnes and Noble a few days later.

What was happening?

Policy changes at Lulu.com. They changed their Published at Lulu distribution package to a permanent free status, but it now mirrored Amazon’s CreateSpace with only Amazon.com distribution. Which is fine, that is definitely their privilege, although it does make it more complicated for international authors, especially with their new shipping rates.

I thought perhaps these changes were causing some delay or glitch with my book’s distribution, so I emailed Lulu. And found out they were not honouring the full distribution agreement, that they had somehow downgraded me to Amazon.com only.

This is the inquiry email I sent:
I recently acquired a Published by Lulu distribution deal for my book, Inside Realms, just before you made your latest changes. I have been waiting for it to be available for sale at online retailers for over the allotted time, but only Amazon.com lists it for sale. Places such as Barnes and Noble, and Amazon.ca are still listing it as unavailable or out of stock.
Can you enlighten me as to why? I have been reading disturbing rumours on the Internet regarding recent Lulu.com books not getting their full distribution due to your policy changes.

This is their reply:
Thank you for your email. Titles with the Free Published by Lulu distribution package will only be distributed to Amazon. However, we do offer an option to get wider distribution if you have the Free Published by Lulu package. You can check out the Expanded Distribution Package here:
http://www.lulu.com/content/4683045
Please feel free to contact us if you have any additional questions.

(Note: the Expanded Distribution Package costs $50.)

I sent another email after this protesting their stand, but I have yet to hear anything from Lulu.

Further investigations have led me to believe I am not the only author who got downgraded; there are rumblings among the blogs of others. It seems Lulu’s free summer offer was for its new Amazon.com only package, not for the old one they advertised.

I would also like to state that the current situation of my book may be due in part to the fact Barnes and Noble may be phasing out Print-on-Demand books. Everything in POD these days seems to be gearing toward Amazon, and just Amazon.

The end result of all this is one fact: there are only two places people can buy my book. At Amazon.com and Lulu.com; I don’t even have a retail listing in my own country of Canada.

All these recent changes and uncertainty has me asking: Is this the end of POD as a publishing option? I know I am certainly reconsidering my publishing options.

Update

My Latest Writing News:

1. Inside Realms is now at full sale status at Amazon.com
2. Chronicles of the Undead should be published (at least at Lulu.com) within the next 2-3 weeks. You can check out a teaser trailer at my YouTube Channel
3. Both books now have their own Squidoo lens: Inside Realms; Chronicles of the Undead
4. I wrote a fictional character interview with one of the individuals in Chronicles of the Undead: An Interview with my Vampire (Character)
5. I'm on Twitter
6. I've got a Facebook Fan Page
7. There's a new contest running at my website to win an ebook copy of Chronicles of the Undead. Check it out at my Contest Page for details and to see the winners of the "Write me a poem" contest.

My Review of America's Hidden History

Book Review of America's Hidden History: Untold tales of the first pilgrims, fighting women, and forgotten founders who shaped a nation, by Kenneth C. Davis.


You know a book on American History is going to be interesting when the Introduction starts with a reference to Flip Wilson. And I was not disappointed reading America’s Hidden History by Kenneth C. Davis.

America’s Hidden History is a book of six stylish, sometimes wry, vignettes that detail the more obscure tales of American history. The tales spin out in a well-written, forthright style, as a master storyteller discloses secrets of the past. It is just the kind of book on history I love, highlighting not facts and figures, but people and their real stories. There are little known stories of Conquistadors, Pilgrims, Puritans, Founding Fathers, and Revolutionaries, opening an illuminating window on the early saga of what became the United States of America.

I found the first two stories, that deal with the first explorers and settlers, an appealing, entertaining read, and mildly enlightening. Mr. Davis drops the veil on this history, to give the reader a true glimpse at the lives that wove that fabric.

He writes:

“In this inconceivable moment of terror, shock, and grief, the two women were spared. Taken captive along with at least ten other prisoners from Haverhill, they began a wilderness trek.”

It was in the remainder of the book, where the author starts telling tales of the American Revolution and its participants, that the book elevates from great to riveting. Conventional history gets turned on its ear, to reveal some very intriguing facts. I certainly learned a few things I thought I already knew.

Mr Davis pens:

“While Arnold prepared for this wilderness march to Quebec, his rival Ethan Allen was already assaulting Montreal. With only a handful of men, Allen had foolishly attacked the city late in September 1775. The attack was a fiasco, and the hero of Ticonderoga was captured by the British. His Revolutionary military career was over.”

America’s Hidden History dips past the standard book on history, removing the rose-coloured glasses we often use to view the past. Yet, within its pages are far more fascinating stories that should be read. Oh, and if you ever set out to colonize a new world make sure you bring the pigs.


Kenneth C. Davis is the bestselling author of Don’t Know Much About History, part of the popular Don’t Know Much About series.

America’s Hidden History is available online at Amazon and other retailers.

Update on my book Inside Realms- Its approved!

I got my final proof copy of Inside Realms, everything was fine, and it is now officially approved for online distribution!
Now I just have to wait 6-8 weeks for it to magically appear at the online retail stores like Amazon and Barnes and Noble.

I shall count the days.

Book Review- T’ain’t Nobody’s Business if I Do: Women Blues Singers Old and New

Written as a series of short biographies, T’ain’t Nobody’s Business if I Do: Women Blues Singers Old and New by Rhetta Akamatsu, is a revealing peak into the characters of memorable women in the world of blues music. After giving a short introduction into the background of the blues, the author lets us glimpse into the lives of the women that sang the music. She takes the reader from the early days of singers carving out the industry, to the ladies of today that still carry the blues legacy. Each biography is complemented with photos, quotes, selected song lyrics and footnotes.

It is quite obvious from the first sentence that the author knows her subject, and has an affection for the blues. Ms. Akamatsu has done her research, infusing the book with absorbing facts, while maintaining a lively, entertaining pace and feel to the book.

It is a captivating look into music history, and in her writing style she manages to capture the essence of the blues era at its heyday. The book is written with atmosphere that clearly invokes both a time and a lifestyle. Even when writing of the modern blues musicians, the legacy is never far away.

She writes:

“Of course, this was a hard-drinking, hardloving, hard-fighting life, and a woman had to be tough. Many of the women blues singers were tall, big-boned, and quick with temper and fist. All of them could stand up for themselves. There were no shrinking violets among the early blues women.”

And here she paints a vivid picture:

“They spent lots of time roughing it on the road, playing in juke joints and bars, or in tents in the middle of fields. They traveled in overcrowded, broken down trucks and cars, or on buses and trains. They ate at the backdoors of restaurants and in alleys, or at eating establishments for blacks only, and they slept in the homes of relatives or friends or in black boarding houses (many of which did not cater to entertainers.) Sometimes they slept in the cars or trucks.”

Ms. Akamatsu opens the lives of these women for viewing, and never pulls any punches; she lays out the details, bad and good. All the pain, triumphs, blood and tears are arranged on the pages.

She pens:

“Janis wanted to be the living embodiment of Bessie Smith. She tried to act tough and free, but she was really vulnerable and insecure. She loved her Southern Comfort and she preached free love, but a world of pain came through in her voice.”

I highly recommend the book for anyone who likes a good read, but especially for fans of biographies, or music lovers.

Rhetta Akamatsu is a freelance writer, and author of Ghost to Coast, a paranormal handbook of ghost tours, paranormal investigation groups, and haunted hotels. She has also penned the craft recipe book for kids called Crafty Kids: Make Your Own Craft Recipes. You can find more information on these books as well as T’ain’t Nobody’s Business if I Do: Women Blues Singers Old and New on the website: http://www.rhettaakamatsu.com/

T’ain’t Nobody’s Business if I Do: Women Blues Singers Old and New is available on Amazon.com: http://www.amazon.com/Taint-Nobodys-Business-Do-Singers/dp/1438233892/ref=sr_1_3?ie=UTF8&s=books&qid=1216940294&sr=8-3

Update on the Stop the BookSurge Monopoly Petition.

As of this morning the petition (Stop the BookSurge Monopoly) has 1117 signatures.

Here is a sample of some of the comments from the cause supporters:

"I guess no amount of money is enough money for Amazon.com. The requirement to use Booksurge is the epitome of greed, and it must be stopped. Otherwise there is nothing to stop Amazon from attempting to stifle competition in other areas."

"Americans don't like monopolies. In this internet-driven day and age, it's a mistake to alienate a group like this. Prices are already soaring. Forcing higher cost and offering lower quality to line your own pockets when you're already doing well is a good way to start losing business."

"As a new author, and one who is not likely to ever reach the fame and stature of a Steven King, I strongly resent this attempt at 18th century style capitalism. Not only that but on their website, Borders says it is going to be using the same technology. Look out, theres another on the loose."

"This is insane. Authors are customers too. Making such a ridiculous demand of them will result in a loss of both authors and customers."

"I have a book through LULU.com, so am affected directly by this ultimatum. The whole thing smells like monopoly to me and is anti-free market economy. If Amazon is allowed to get away with this, they will seek to take over others down the road. How long before they start trying to control content. This is NOT North Korea."

"I have enjoyed shopping at Amazon for years, and don't begrudge them the success they've enjoyed. However, I can't see this push to get print-on-demand titles listed through Booksurge as anything more than an attempt at setting up a vertical monopoly (paired with its acquisition of Mobipocket, an e-book distributor, a couple years ago). Come on, Amazon - aren't you making enough money??"

"Amazon are willfully prohibiting orders for potential customers unless the publishing company sign into their agreements. This means that amazon take a staggering 60% of sale for doing not that much! This must be dealt with, there must be some form of governing body who can oversee this unfair monopoly. For many up and coming authors they feel their hands are tied."

"I am a small publisher that did not go with BookSurge because of quality issues. Now that Amazon owns them and is insisting on Booksurge printing to be sold on Amazon, my business will go elsewhere. It may be tough for a while, but where ever there is a void, the vacuum syndrome fills the void. There will be a new Marketing strategy to follow."

"Outrageous - I will NEVER shop at Amazon."

"As a regular and loyal customer to Amazon, I feel this tactic in forcing authors to use Booksurge is a blatant attempt at blackmail and an attempt to set up a monopoly. Fortunately, there are many wonderful independent booksellers in Seattle where I can purchase my books and cease my patronage at Amazon if this poor business practice continues."

"I'm a reader and author and I've got books on Amazon for sale as well as buying regularly. Because of this move from Amazon I've taken my links to Amazon.com off my website and I've told as many people as possible."

"As a micropublisher, this action could severely limit some of our authors' abilities to distribute themselves. A portion of our business rests on authors being able to connect with audiences through a internet market, and any limitation on that current ability is not acceptable."

"This is disgraceful and a blatant slap in the face to all, filtering from other print on demand book publishers to the authors to the readers who are not aware of what is happening. Who are the head muckety mucks behind this? They must be politicians...or related to politicians...or political wannabees...or just plain obnoxiously greedy quelch-the-free-enterprise system. I'm sending this petition to everyone I know...and hope main media will help get this story out, too. SHAME ON YOU, AMAZON!"

"If Amazon persists in trying to monopolize the market will stop doing business with them. I also manage several clients' businesses that are small publishers. We will do whatever is necessary to avoid dealing with Amazon."

"I shopped at Amazon exclusively for books until now. Yesterday I deleted my wishlist. I intend to delete my account if they do not change their ways. For now I am shopping at Books-A-Million."

"I am also an author. This is awful, just another squeeze on writers. POD and self-publishing will not go away. Somebody, some where, will create another "Amazon" if necessary. Amazon.com should be ashamed. I have loved Amazon and have been a supporter. Now I'm wondering if the big publishers are behind this? I can tell you if this happens, I, as well as many of my friends and family, will never buy another thing from Amazon.com."

"Competition is what makes the USA great. This is an irresponsible move.... I'll take my online book buying from Amazon.com to B&N.COM now. See ya!"

"People should be free to choose who they would like to print their books. They shouldn't be forced to be omitted from a large marketplace just because Amazon isn't getting the printing revenues. I will not be purchasing anything from Amazon if this goes through."

"As a publicist I abhor this move by Amazon. This is a blatantly greedy move on their part that will hurt first time authors, as well as bigger publishers. And over and over again I have seen that Book Surge has very poor customer service, and quality. So we have greed combining with shoddy product. If Amazon does not change this policy I will not use them again for the myriad of books I buy and my authors sell. And I will use my influence as a publicist to encourage others to do the same."

- Note:
The only response I have had from Amazon to these unhappy customers was a echo of their official statement. It seems their Booksurge policy overrides their policy of pleasing their customers. Does Greed rules Amazon? -

Are Amazon and Booksurge bullies?

Amazon is currently busy ruining the ability for self-published authors to sell on their retail site. Unless of course they have published through their new company, BookSurge. What is even more insidious is they are actually trying to blackmail their rivals, (sites like Lulu.com, iUnverse, etc.), into using the BookSurge printing service.
How are they doing this, you ask? It's simple.
Most self-published authors use a subsidy publisher; the author pays for the cost to assemble the book(stuff like editing, cover art, etc), and the subsidy publisher takes care of the printing (usually Print-on-Demand, which basically means a copy of the book is printed as it is purchased) and distribution (usually to places such as Amazon or Barnes and Noble). Amazon's BookSurge is one of these subsidy publishers, and unlike other subsidy publishers (who outsource the printing, mostly to Lightning Source) it has its own POD printing service.
This is how Amazon is extorting the other publishers. Amazon is telling subsidy publishers, if you are not currently using BookSource as your printing service, your authors will not be able to sell on Amazon. They are actually disabling buy buttons for these books; PublishAmerica and Whiskey Press are the first victms.
If this continues, BookSurge will be the only one who gets to sell on Amazon; very convenient for Amazon.
At the very least this is a conflict of interest, at worst it is an illegal monopoly, extortion, and market fixing.

In the interest of being fair I emailed Amazon.com to see what they had to say on the matter.
Here is the email I sent:
"I would like to know if your company is seriously considering forcing independent, Print-on-Demand publishing companies, to use BookSurge. Even going so far as to threaten to disable the Amazon buy buttons on their titles if they do not comply.
Don't you realise the damage to authors this policy will wreak, or the fact you are leaving yourselves wide open to charges of illegal monopoly?"

This is their reply:
"Thank you for writing to Amazon.com

If you are interested in printing books on demand, we strongly recommend you work with BookSurge, an Amazon.com Company which offers complete publishing and printing services for authors and publishers. Whether your book manuscript is a ready-to-print finished PDF file or a working draft requiring editing, illustration and printing services, we've got the resources you need to get your book into distribution cost effectively.

BookSurge will be able to assist you with the preparation of your title(s) and, once ready, can print on demand as you require, including quick fulfillment for orders placed on Amazon.com. In the future, you will be able to manage your account with physical books or print on demand books with BookSurge through the Advantage interface. You can find more information about BookSurge here:

http://www.booksurge.com

If you have further questions about BookSurge after reviewing the web site above, please feel free to write to customerservice@booksurge.com.


Best regards,

Ajeeth
Amazon.com Customer Service
http://www.amazon.com "

So do you think Amazon is in full marketing mode or what?

It was this email, and the callous disregard of my concerns that promoted me to create an online petition to fight Amazon and BookSurge.

If you want to sign, you can go here:

Stop the BookSurge Monopoly