Cross-posted at www.JudeKnightAuthor.com as part of our new, mutual, ongoing marketing series.
A few weeks ago, I posted the first part of an article about writing marketing plans.
Most of the first post was about knowing your reader. You need to know who you want to sell to, what they want to buy, and how much they will spend.
But they’re not going to come to you; you have to find a way to go to them. And before you do that, you need to know what you have to offer them.
Know your product
Ridiculous, right? You know your product. Who better? You’ve spent six months, or a year, or three years of your life on this book. So can you encapsulate its essence in a sentence? And does that sentence hook into the interests and passions of the readers you want to reach? If the first nine words of your sales statement does not capture people’s attention, then expect to be lost in the crowd.
This sales statement is called a tagline, and it’s worth spending some time crafting it, because you can then use it everywhere – at the start of your description on eretailers websites, in newsletters, in requests for review, on twitter, at the start of Facebook posts, even on the cover of the book itself.
Here are some great taglines:
- Across the Universe by Beth Revis: What does it take to survive aboard a spaceship fueled by lies?
- The Mockingbirds by Daisy Whitney: Hush little students, don’t say a word…
- After by Amy Efaw: You’ve done the unthinkable. What happens…after?
- Wake by Lisa McMann: Your dreams are not your own.
- Hold Still by Nina LaCour: How does your life move forward when all you want to do is hold still?
- Ten Cents a Dance by Christine Fletcher: Bad boys and secrets are both hard to keep.
- Anna Dressed in Blood by Kendare Blake: Just your average boy-meets-girl, girl-kills-people story.
- Le Déesse Noire: The Black Goddess by Mari Christie: Kali Matai was destined from birth to enthrall England’s most powerful men. She hadn’t counted on becoming their pawn.
Keywords are the next thing to think about. What words are your readers likely to search on. “Spies Napoleonic wars”? “Courtesan to wife”? “Tudor court politics”?
Amazon and Smashwords let you enter a number of keyword phrases, and carefully chosen keywords will help people using their sites to find your book if that’s what they’re looking for. But you can use them much more widely than this.
First, you can litter the keyword phrases in your online conversations about your books, thus increasing the number of times you’re picked up by search engines.
Second, you can use the keyword phrases to search for the people who are using them and the places they hang out. Which brings us to:
Go where your readers are
Writing books is a solitary task. We talk to one another about our craft and our day, but when it comes to putting words one after the other into a text that will one day be a book, we do it alone.
But to put those books into the hands of readers, we need to step out, often outside of our comfort zone, and hang out with people. Mari and I have posted elsewhere about marketing by not-marketing, and I’m not going to repeat that here, except to say I’m not talking about going out to make sales. I’m talking about going out to meet people and have conversations.
You cared enough about your “pirate-lord-succumbs-to-captive” story to spend endless hours writing, editing, and honing it. Perhaps you can ask people what they think of the concept behind it: the idea, perhaps, of arrogance faltering in the face of genuine love. Or you might have some insights to offer from your research into piracy at the time your novel is set. Or you might be able to combine with other writers who’ve explored the same trope to do some kind of a joint presentation.
We’re getting down to tactics, here, and that’s a whole other blog post. Suffice it to say that talking about your passion, the topic in which you’re an expert, shouldn’t be a chore. (And it should go without saying that, as in any conversation, it’s a great idea to listen twice as much as you speak.)
So get out there and hold conversations, whether you meet your readers online or in real life; on Facebook, Pinterest or Google Plus; at a book fair, a country show, or a signing tour.
In the next road to a better mousetrap post, who will sell your books for you?
Judy holds a Masters in Communication, and is accredited in public relations through the Public Relations Institute of New Zealand. As a writer and editor for a broad range of government and private-sector organizations, she has applied her clear writing skills to topics as diverse as insurance, climate change, income tax, genetics, finance, local government, and health.