It’s a tough world for most authors. With so many books out there for readers to choose from, how can authors make themselves and their books stand out?
If you’re an author who feels stymied by a lack of exposure, here are a few suggestions to get you thinking about ways to rise above the crowd.
Share Your Enthusiasm
Passion is infectious–when someone deeply cares about something and is openly passionate about it, others can’t help but notice. In all your communications, whether it be a press release, a blog post, a Facebook post, a tweet, a comment on Goodreads to thank a reader, a panel appearance, or an individual speaking engagement–don’t be afraid to let your enthusiasm and passion for your book and its contents shine through. Let your energy channel through your voice–use strong verbs and bold adjectives in your writing, so that your readers feel the passion when they read your words. If you’re speaking, be excited, honest, and authentic–engage your audience by asking questions and answering with as much enthusiasm as you can muster. Your audience will feel your passion and respond in kind by buying your books, writing reviews, and acting as brand ambassadors for you when they help spread those all-important word-of-mouth endorsements of you and your book.
Jump on Opportunities
A former client called me this morning excited about a glowing review she recently received in the Los Angeles Times book section. She asked me how we could keep the momentum going, so we noodled on some possibilities together. The point is that getting good press isn’t the be-all and end-all for an author. You can and should use any media exposure you receive to your advantage: contact booksellers who may have passed before you got the coverage and ask them to shelve and promote your book, schedule a book tour with those bookstores, secure keynote and panel opportunities at conferences, contact other media who might be more interested in you now that there is some buzz about your book. The possibilities are endless– what’s important is that you use your current success to engender more of it.
Vulnerability sells, especially in the blogosphere. Those authors wanting to connect with readers will find the most success if they’re willing to be honest about themselves, their flaws, and their failures. It’s not our natural inclination to present ourselves as weak or as having made mistakes–these types of admissions make us feel vulnerable, and we worry that we won’t be respected or liked, because of our peccadillos. But the most popular bloggers out there are so because they’re willing to bare all. We see their flaws and realize that we’re the same way. It’s almost like looking into a mirror–most of us feel safe when we see ourselves in others. We identify with the author’s pain, and when that happens, the connection is powerful.
Leave No Stone Unturned
The more exposure you have to readers out there, the more it’s likely that they will know you. If you sit at home in your office and pile up reasons why you can’t (or won’t) do certain marketing activities for your book, then the opportunities for exposure will be fewer. Marketing follows the law of averages–the more you do to tell others about your book, the more likely it is that you’ll get responses. For that reason, I urge authors to do everything they can to get the word out about their books. This includes activities such as participating in blog tours, scheduling book signings, meet-and-greets, and speaking engagements, writing a blog and posting regularly, writing articles for print and online publications, offering to guest post on others’ blogs, becoming a featured member of a blog, being active on social media, keeping books on hand in their cars, at work, or anywhere they may need them, handing out bookmarks to friends and business acquaintances, soliciting reviews from online reviewers, friends, colleagues, joining writing groups and meetups, attending and speaking at conferences, etc. The possibilities are endless and varied, and authors should take advantage of all of them to maximize exposure.
Tap the Media When Newsworthy
If you find that something in your book or your own life is a popular topic in the current news cycle, jump on the opportunity to introduce yourself to local and national media. Consider how your book or your platform would fit with a current news topic and create a press release and a Q&A around it. Share your idea with producers and editors and be ready to send them back up material–your press release, a headshot, the book cover art, and your Q&A. Timeliness is the key–the news cycles can be short, so be diligent in reading and listening to news outlets so you can take advantage of any opportunities that may appear.
Explore Ideas with Others
Don’t try to go it alone. There are lots of writers out there, and while having so many other authors vying for readership sounds like competition, it can actually be a good thing. Most other authors face the same issues you do, and for that reason, many are a fertile gold mine of resources. Time to plum that mother lode! Read blogs and articles by the experts and those authors whose stars are on the rise. Set up meetings with fellow authors to discuss marketing ideas and share opportunities. Work together on joint events. Or create your own events. Again, the possibilities are limitless, and the more you exchange ideas with others, the more you’ll discover some golden nuggets worth exploring.
Paula Margulies is a book publicity and promotions expert in San Diego, California. You can reach her by email at firstname.lastname@example.org, view her website at www.paulamargulies.com, contact her on Twitter at @PaulaMargulies, or say hello on Facebook at Paula Margulies Communications.
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