Author Marketing Live! – Part Two
Yes, it really did need two posts! There was a LOT of information! I was getting overwhelmed, so if I misrepresent things, forgive me!
Hunter Boyle spoke about using e-mail to keep in contact with your fans and to build your fan base. He also advocated setting higher expectations, creating e-mail connections with the offer of a freebie. Create a compelling call to action – i.e. Sign up now to receive a free excerpt or copy of “Title” – so people will sign up to your newsletter or e-mail.
There was also discussion of using paper.li (I have a paper.li newspaper) by directing it to fans of your genre(s), and to help promote other writers. Connect with authors in your genre(s) and interact with them and their fans. DON’T promote. If those fans like you, and like your input, they’re more likely to check out your writing.
Deb Carney of Bookgoodies and Vinnie O’Hare from Awesomegang were a great tag team. (Another appears later.) If you’re not using their pages, you should be. Both are very generous in helping indie/self-published writers. They discussed Fast and Easy Ways to find your True Fans and Rabid Readers with Social media. They talked about using Hootsuite effectively and other twitter software like Shareist, Buzzsumo and Click2Tweet. They broke down each very effectively. I suggest experimenting with things like Hootsuite.
Andrea Vahl is a Facebook marketing Expert, and she advised not using boosts, but rather targeted ads – putting money in your pocket, not Mr. Zuckerberg’s, he’s rich enough. Track your progress. Do split testing – running the same ad with differences in focus or description. Run conversion tracking. How many clicks became sales?
As many of you may know, I’m a huge proponent of having professional covers made by professional cover artists. Derek Murphy echoed what I, and many of my cover artist friends, often advise – don’t expect a cover artist to recreate that great scene from the book. For one thing, that scene is probably too busy. Since all cover artists use stock art (even the Big Five) it’s very difficult to find an image that will match, and to create it will be that much more expensive. Earlier in the day, J. Thorn had shown the difference between a self-made cover, a professional cover, and the difference they made in sales.
As a cover artist, Derek was able to show that even more clearly by showing and discussing the difference between a good cover and a great one. He advocates using faces to help convey the basic emotion of the book. What was refreshing about him was his willingness to help self-publishers. For a full cover he’s probably outside the range of most new writers, but he does offer advice on how to improve the cover you have. He has a webpage called http://diybookcovers.com/to help those who want to create their own covers. He also created a neat little program where you can post your cover and folks – including him – will vote whether it’s effective or not. If he thinks he can help make your cover better, he’ll contact you. (Don’t expect him to do that for free!)
The closing/keynote address was delivered by the other tag-team – Johnny B. Truant and Sean Platt from the Self-Publishing podcast. One of their key points was the difference between strategy and tactics. Tactics is running a freebie, strategy is using freebies effectively as part of an overall plan while also remaining flexible. That was another point – being willing to pivot – to make changes. My other favorite phrase – The only constant is change. You have to be willing to change, too.
For all of you who thing that the gatekeepers have gone away, you’re wrong. There are more than ever. They used to be the editors for the Big Five. Now there are new gatekeepers – they’re called readers. You need to engage and connect with them, and you do that by being personal and personable. Act professional. Put out a professional product.
If this seems to be a little overwhelming, take it in bites. Get edited. Check to see if your cover art is effective. Keep writing. The number of one-book-wonders can be measured on one hand, maybe two if you stretch it.
When you’re not writing take a look at other authors in your genre, or that interest you. Like their page and interact with them and their fans. Set up your first audiobook with ACX. Learn a new promotional program – like Hootsuite, Paper.li – the following week.
Congratulations, you’re an authorpreneur.