Marketing has broadened its scope from publisher marketing only to the expectation that the author will participate up to fifty percent in marketing the book. The author now participates in not only writing the novel but also in creating a title, cover design and some even write their own back cover blurbs.
But even more broadening the expectation also means authors are expected to promote the book as well through their website, newsletters, blogs, social media such as Twitter, Facebook and LinkedIn. Whatever the author does, the object is to create a “buzz” about the book or novel since word-of-mouth is the best seller of fiction. Author’s sometimes invest their own money for paid advertisement or by hiring a publicist or public relationships company.
is free and an be provide through reviews, endorsements, or media coverage. Having a large fan base assists the author in spreading the word about the book release or sharing word-of-mouth reviews, but authors have little control over what is said. They take the good with the bad.
can be free or can be an expense to the author. In-store displays are free to the author although the publisher may pay for special display placement. But authors can also provide low-cost promotion using giveaways, contests and bonus material. Self-published authors can lower the price of the book for a time to stimulate sales and interest.
can be hired by a novelist to develop a plan of action and to open doors to media. They know how to tie the novel to interest groups or organizations that relate to the subject or theme of the novel. A series that revolves around nurses could lead to a public relations representative arranging an ad or a media interview in nursing magazines. A novel focused on yachting can connect with yachting organizations and magazines. Use themes to add extra oomph to whatever form of marketing you use.
Whatever method is used—publicity, promotion or public relations, the author and publisher are aware of the main target audience for the novel. Don’t duplicate your publisher’s efforts but expand and find new ways to promote your novel. No matter what an author uses to bring the novel to the forefront, know your reader and appeal to their interests.
**More on marketing to come in a future post.