By Piper Bayard of Bayard & Holmes

I’ll say it straight up. Marketing is the bane of my writing existence. I can draft a book, withstand ruthless editing, rewrite the book half a dozen times or more, format it, create a cover for it, etc., but, dear God, don’t ask me to sell it!

I did all of the things I was supposed to do. I posted blogs and articles. I built respectable platforms on Twitter (now X) and Facebook. I networked with everyone from readers to mega-authors. I started a newsletter. I taught at conferences. I ran ad campaigns. What I learned from all of it is that I need professional help. Today, I’m sharing some mistakes and challenges I’ve encountered in the ruthless marketing arena.

1. Platforms Can Disappear in a Blink

Tech platforms that we build for years can get torpedoed into oblivion overnight through no fault of our own. I’ll give you my own cautionary tale as an illustration.

For years, my espionage fiction and nonfiction partner Jay Holmes and I supplied articles twice a week for a company called Social In, in addition to posting three times a week at our own site. Social In had over 60 websites with corresponding Twitter accounts.

The Twitter accounts consisted of ads to provide people with information on articles at the sites and on social events in their city, and each website was tailored to a different city. The ads were programmed to tweet out at various times throughout the day, and the followers signed up specifically for those event ads and contributed articles. Through Social In, Holmes and I reached over six million people. . . You read that right. Six million.

In 2018, a mere two weeks before our first nonfiction release, Spycraft: Essentials, Twitter changed its rules--no more identical tweets. With over 60 sites, it would have been too labor-intensive to keep Social In alive by hand. The business crashed, and our six-million-reach platform disappeared. Seven years of investment gone overnight, and us left high and dry.

We learned the hard way that six thousand loyal readers in a newsletter we control would have been better than six million followers at the mercy of Big Tech.

2. The Spawn of Satan -- Social Media Algorithms

Believe it or not, there was a time when all of our “friends” on our platforms saw our posts in their feed. With the rise of that Spawn of Satan known as Social Media Algorithms, we have all been squeezed into little echo chambers online. This means that only a handful of people see our posts, and unless those posts garnish great admiration through likes and replies, they remain in obscurity.

Compound that with Big Tech curating what gets seen and what does not, and it makes for precarious marketing platforms. As a result, it is now possible to have thousands of followers with a reach of only a few dozen. It doesn’t mean social media is a complete waste of time for building an audience, but it does mean our audience is severely limited.

3. The Propaganda Cold War

Increasingly, “social media” has become a battleground for foreign and domestic powers to control what the Romans referred to as “the mob.” The Chinese, the Russians, the Iranians, domestic political parties, etc., closely monitor social media feeds and use the platforms to incite violence, chaos, and confusion in the world. They do this with trolling, and as anyone who is on social media can attest, there is always a swarm of poorly informed people with strong opinions who are happy to pile on.

As a result, the consequences of one wrong word, one misinterpretation, one unpopular opinion, etc., have become catastrophic to careers. While it is intellectually fascinating for me to watch, as I have been a student of propaganda for decades, this deluge of social media incitement has put a damper on civil discourse and driven many readers from the arena, making them harder for authors to reach.

4. Ideological Dominance

One more marketing challenge that we face as writers is the elimination of diversity of thought in the traditional publishing world. At this point in time in the publishing world, the current dominant social ideology has pre-empted all else in New York publishing. This is not the first time this has happened. When any single ideology, regardless of what it is, so completely dominates the publishing world, it poses a challenge to the substantial number of authors who have diverse voices. Those authors cannot get contracts with the Big Five, and, therefore, cannot benefit from the Big Five ready-made route to market through established media support, social platforms, and audiences.

Those who do not fit into the narrow conscripts of the prevailing ideology must go with smaller publishing houses, which have fewer marketing resources, or enter the world of indie publishing and depend on their own marketing efforts or the efforts of those they hire. Their customers don’t exist in a convenient block in one place, waiting for material. Those alternative voices must find their own ways to seek out readers and corral them together into the virtual store fronts of their websites and newsletters to build marketing blocks of their own.

I’m not saying there are no advantages to publishing with smaller houses or indie publishing. There are excellent small publishing houses which offer benefits that can outweigh the Big Five, and certainly the independence and flexibility of indie publishing cannot be overvalued. I’m only pointing out that marketing is much more of a challenge for those publishers and  indie authors.

5. Satan’s Other Spawn -- Amazon Algorithms

When a book is loaded into Amazon, key words and categories instruct the program where to place the book so that it appears in searches of similar books. Sounds simple, right? Sure it is, when it works. However, it often doesn’t work, and books get buried in unlikely places.

Again, I will offer my own example. We released The Leopard of Cairo in April of 2022. Key words and categories all involved such fun things as espionage, thrillers, adventure, etc. Somehow, the book quickly disappeared from visibility to be pigeonholed with travel books to Egypt and Africa, and it sits there to this day. The Panther of Baracoa came out one week later with similar key words and categories, and as of this article, it is listed with The Pink Panther videos.

I suppose this is an upgrade, because for over a year The Panther of Baracoa was categorized with panther plushie toys. I kid thee not. When I contacted Amazon for help, they told me to update my key words and categories, but other than that, they could do nothing.

Similar things have happened with the books of a few other authors I know, and none of us knows why. Speculation ranges from computer glitches, to advertisements gone awry, to straight up shadow banning. Regardless of the reason why, misbehaving Amazon algorithms can take a book down faster than fire took down the Hindenburg.

6. Shifting Sands of Success

Successful book marketing is a chaotic target. It is not a math problem which, once solved, will always have the same answer. That means that what works today will at least need tweaking or will not work at all in a few months. For those of us who are not marketing marksmen, constantly having to re-focus on the target is a huge time suck that can torch the joy of writing, stoke depression, and prove prohibitive to actually getting words on the page.

7. Shifting Sands of Technology

Which brings us to the other huge marketing time suck, technology. My husband is a computer hardware architect, and I’m always asking him why he and his peers can’t just make something that works and leave it alone. He blames the software guys, but the blaming does nothing to solve the problem.

Using the technology of word processors, book formatting programs, websites, all of the various social platforms, etc., isn’t something we only learn once. It’s something we have to continually figure out and keep up with as Big Tech does what it does best--make largely arbitrary changes to keep themselves in business. And then there are all of the glitches, outages, hackers, and computer failures that add to that equation. As a result, the infrastructure that our book marketing efforts rest upon is at best an occasional drain of time and energy and at worst entire days spent down technological rabbit holes just to keep things running.

So for all these reasons and more, I’m done with leading my own marketing department. Life is just too short. I’m going with the pros, and, as I’ve told them, I will be putty in their hands--as biddable as a duckling looking to imprint on its mother. May I never fight these obstacles on my own again.

Do you do your own book marketing? What pitfalls have you found? What works well for you this week? Do you hire professionals to help you?

About Piper

Piper Bayard and Jay Holmes of Bayard & Holmes are the authors of espionage tomes and international spy thrillers. Their fiction and nonfiction books are available at their site, BayardandHolmes.com. You can contact Bayard & Holmes at their Contact page, on Twitter (now X) at @piperbayard, on Facebook at Piper Bayard, or at their email, BayardandHolmes@protonmail.com.

HOLIDAY SALE & GIVEAWAY

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By Lori Freeland

Have you ever read a book where the story (or romance, mystery, character arcs, or any major plot) is leading up to something big but when you get there, instead of a BIG BANG, you get a baby blip?

It’s frustrating, for sure. You’re invested. You’re sucked in. You’re racing through the book to the big finish line. Then . . . nothing. Or pretty close to nothing.

What a huge disappointment that makes you wish you could get back the hours you spent. And you’re probably not going to be searching for any more of that author’s books.

Why the Blip?

As writers, we don’t want our readers to have that experience. We want to hook them and keep them coming back for more of our books. Being aware of why the blip steals the BANG’s thunder can help. Here are a few reasons:

Not Understanding Story Structure

When you first start writing, there’s a lot to learn, and you can’t do it all at once. So while you’re working on perfecting your wordsmith skills, you might postpone learning story structure. Sometimes it takes writing an entire book—or two—to figure out your storytelling skills need work.

It’s worth it to invest in a book, a webinar, a video, or a class to learn how to get this right. Sadly, a good story with mediocre writing usually does better than a bad story with stellar writing.   

Book Fatigue

You’ve been crafting a story for ages. You’ve edited each chapter seventy thousand times. And you’re—understandably—tired of the characters, the world, the dialogue, the words, and just want it to be done. It’s good enough at this point, right?

Not always. Put the story away and revisit it when you’re not exhausted. Give it to beta readers or critique partner and ask for honest, specific feedback. They can catch what you miss.

Not Spending Enough Time 

You might be on deadline and rushing. Or pushing yourself to write too fast. Or maybe your goal is to release a book a month. All of it leads to things that are missed.

If you have no control over the time crunch (you’re on a publisher’s deadline), finding those editing partners/beta readers is crucial. And next time, plan ahead on pacing.

We writers tend to procrastinate and then freak out when our book is due. If the time crunch is self-imposed, slow down. It’s okay to not release so many books a year. It’s better to have a few (or one) great book than twelve not-so-great books.  

By Accident

Readers devour your story with fresh eyes and excitement. It’s their first time on this ride. But you know everything that happens. And your “eyes” fill in things that aren’t there. This is an issue at a line-editing level but also on a story level. Or maybe you’ve changed the story and taken things out that you forgot need to be rewritten or put back in. Either way, you’ve unintentionally missed the BANG.

Putting the story away for a week or more and then rereading can help you spot what needs to be fixed. Beta readers or critique partners are great for this as well.

Other Ways to Fix the Blip

Writers never aim for the baby blip. But we may also forget to aim for the BIG BANG. In addition to the suggestions above, here are 3 more things you can do to be intentional about hitting that end target:

Breadcrumb Your Plotlines Through the Story

Be consistent. Make notecards or a story map. Ensure that the reader is seeing important pieces of the story (or relationship or mystery) pop up on a regular basis. Think of it as a trail of breadcrumbs leading up to that BANG. If there’s too much space between each crumb, the reader will veer off on the wrong trail or get lost entirely and then when the BANG happens, it will be random and unexpected, and not in a good way. 

Spotlight Important Moments

As you’re being consistent with the breadcrumbs, there will be moments that need to stick out. If they don’t stick out for the characters (the characters don’t react to them on an appropriate level), they won’t stick out for the reader. They’ll be glossed over and filed away.  

Build Out the Climax

When the BANG finally comes, build it out. Build it up. Make it into a show. Readers have been waiting all 356 pages for this moment. Make it count. Don’t skim over it or skip the important parts. This is where “show, don’t tell” is huge. Let the reader feel and experience everything that’s happening. Make sure you put the reader deep into the POV character’s head. And take enough time to give a satisfying climax.  

Keep in Mind

Next time you read a book, make mental or take physical notes about what’s working or not working as the author’s leading you toward the BANG. Being intentional is more than half the battle when it comes to writing a satisfying story that has an ending worth waiting for.

Let me know what you think. Do you struggle with this? How do you make sure you hit your BANG? What doesn’t work for you?

About Lori

Lori Freeland wrote her first story at age five. It wasn’t good, but it left her with the belief that everyone has a story to tell. An author, editor, and writing coach, she writes everything from articles to short stories to novels, has taught at conferences across the country, and helped many new writers find their voices.

An eclectic writer and finicky mood reader, she loves happy endings, thrills and chills, unexpected twists, and anything a little weird—as long as it has a touch of romance. When she’s not curled up with her dogs stressing about her life choices and drinking too much coffee, you can find her messing with the lives of the imaginary people living inside her head.  

The Accidental Boyfriend

Jess is everything Gabe wants. Gabe is everything Jess doesn’t know she needs. Some accidents were meant to be. 

Gabe isn't a werewolf. He just plays one on TV. Jess isn't a guy magnet. She just writes teen romance. TV heartthrob Gabriel Wade has never met a party he couldn't rock, a problem he couldn't dodge, or a crowd he couldn't play. Homeschooled Jessica Thorne has never met a party she couldn't wallflower, a problem she couldn't stress over, or a crowd she couldn't escape. But they both know what it's like to lose someone . . . someone who's still here.

After a hotel escalator dumps Jess into Gabe's spotlight and he unknowingly hijacks her first kiss, he decides she'll be the perfect decoy for the paparazzi. If he can convince her to play his "girlfriend of the week." Except Jess isn’t about to be anyone’s fangirl and doesn’t care about TV's Hottest Hairball or his Hollywood ego. And by the time she figures out he isn't who she thought, it might be too late to say she needs him as much as he needs her. Even if he wants her for real.

More than just a romance, The Accidental Boyfriend is the story of what happens when two people from very different worlds are thrown together only to discover they’re both struggling to figure out who they are and how to navigate a loss they didn’t plan.  

Lori Freeland | author |editor | writing coach    lorifreeland.com (young adult & contemporary romance fiction)  lafreeland.com (inspirational blog & resources for writers)  Grab your copy on Amazon kindle | paperback   read the first 3 chapters

by Penny Sansevieri

When someone mentions book author marketing strategies, it sounds complicated and expensive, but it doesn’t have to be! In fact, some of the best things you can do to boost book sales are free! For the new year, work smarter, not harder. Let’s look at 15 Smart Author Marketing Strategies you can use for 2024!

1. Fail Fast

Mentioning failure in a “smart strategies” article doesn’t seem to start off on the right foot, but this is key! Failure is the best learning experience we can give to ourselves! When you launch a book and do “all the right things” and the book is not resonating with readers—you need to ask why? Are you in the right genre? How does your cover look compared to other books in that genre? Can your description be stronger?

“Failing fast” doesn’t mean give up, find out what’s wrong and create improvements! Our failures help repave our journey for the better!

2. Education is Key

Put learning on your monthly to-do list! Attend writer conferences, join virtual sessions (or if an in-person event isn’t your thing) find some books on book marketing! Not everything you hear or read will be helpful, but pick and choose what strategies to implement and get to work on actually using them!

The most successful people in the world read a lot of books—some in fact read up to 60 books a year! Sixty books isn’t the magical number for having all the answers, but reading is a great way to learn!

3. Consider a Book Cover Redo

Good covers are an investment in your future, and nothing says, “I’m not a serious author,” like a cover that’s lacking in all of the elements your genre demands. A good book cover is vital to marketing, but we don’t often address the importance of knowing when your book cover needs a redo, a polish, or a fresh brand alignment.

When was the last time you looked at the bestseller list in your genre? If your cover doesn’t look like it belongs on the shelf beside the other books on the bestseller list, then you have a problem.

It doesn’t matter how much money you throw at marketing, if your cover doesn’t live up to the expectations of the genre, your marketing is never going to pay off.

4. Read More (in your genre)

I’m amazed at how many authors I’ve spoken to over the years who don’t read in their genre and are clueless to their reader’s specific needs. Reading in your genre is another key strategy! Why? Because it helps you to learn about how topics are addressed, what readers want, as well as the current popular tropes (if you’re writing fiction!)

If you aren’t clear on the specific needs and nuances of your reader, you are almost assured failure. Much like your book cover, no amount of marketing dollars can fix a book that wasn’t written with the needs of the reader in mind.

5. Sell an Emotional State and know your Reader’s ID

Successful authors don’t sell a book–they sell what the book can do for the reader.

Authors try to sell their book with a book description that’s about them. They should be making a book description that’s about the reader and pushing that emotional state. What’s an emotional state? As readers, we don’t buy books, we buy what the book can do for us! Whether that’s to help us escape reality for a bit, learn, grow, whatever it is! That should be what you market…sell a feeling, not a book.

Also, understanding what drives your reader to buy is key here—so know their ID! What’s an ID? It’s the thing that drives us to buy anything! For example, Hallmark movie creators know that, at the most basic level, their viewers like HEA (happily ever after,) so all their movies have that component.

To go deeper, the movie creators also know that viewers have particular IDs: royal romances, fake boyfriends, enemies to lovers, etc.

If you’ve written non-fiction, your readers IDs will be different. Do they want to start a business, lose weight, or learn a new skill? That’s an ID. It’s also about being even more specific. If they are a beginner in any of these topics, they want something that’s easy to adopt. That’s an ID! If you’ve written something that’s slanted to the beginner—make mention of that early in your book description, or ideally in your title or subtitle.

Knowing your reader’s ID and pushing an emotional state will drive a reader to buy! These emotional components will also change how you view everything you’re doing, from spending time on social media to releasing your next book.

6. Get Clear on Your Brand

Everything is your brand. But I can appreciate that the term “brand” is confusing to authors.

Brand Identity: this is your “look.” The colors on your website, fonts, logos—all of it is a part of your brand identity. Brand identity is the “visual” piece and it’s the thing that ties everything together. Nothing will deter a reader faster than a messy and unfocused brand!

Whether you like it or not, your brand is talking about you right now. Do you like what it’s saying?

Everything you put out there is your brand and you need to take some time to focus on the needs of your readers and their IDs. You may decide that 2024 is a good time to revamp everything you’re putting out into the world to create a more consistent look, message and feel.

7. Why Lane Jumping is Bad

They say to “write what you love” and to some degree, that’s absolutely true. The issue with “write what you love” is that this might mean writing romance one week and a kids book the next. What I’m speaking of here is true lane-jumping. I’m not trying to discourage you if you want to write across multiple genres, but it’s not a strategic way to grow your author brand.

Each time you cross genres, it’s like starting from scratch. Why? Because readers don’t always crossover. If you love reading crime thrillers, you probably won’t pick up a paranormal romance, even if it’s written by the same author. Sometimes there are crossover elements. For example, if an author who writes thrillers decides to dabble in true crime, readers are more than likely to “crossover” because both are pretty tightly connected.

Grow your base in one genre and then branch off after you feel you’ve exhausted your stories there.

8. Don’t Wait to Market a Book

I can promise you that this never works in your favor. Believe it or not, books age and as they do it becomes harder to get reviews and any kind of momentum for it.

A lot of authors think they should wait to market their first book, especially if they’re writing a series. They say: “Oh, I’ll wait to market book one when book two is out.” I love the idea of authors writing multiple books, but don’t wait to market one book in anticipation of another.

An aged book is hard to recover from…market now!

9. Less is More When it Comes to time spent on Social Media

Social media does not sell books—impressions do! You want to be strategic about how you spend your time on social media. So, running ads on Facebook for the sake of running ads, is not strategic. Tap into the needs of your readers, this will help you to strategize content.

Have you considered that you’re on the wrong social media platform? Where are your readers? Success leaves clues and successful authors know where their market is…go find your readers! A good way to figure out where your readers are is by following authors in your genre and see where they pop up more frequently.

Being somewhere that matters is more important than being everywhere.

10. Get Savvy with Amazon Ads

In 2023, Amazon launched video ads (as of this writing, not everyone has access to this yet!) If you haven’t dug into Amazon ads yet, now is a great time to do so! Ads are also a great way to boost your overall Amazon algorithm without having to spend a lot of money.

11. Network, Contribute, Collaborate!

Start networking with authors in your genre, also consider their “brand” as well, does it line up with yours? Will their readers also follow you? Follow said authors on social media, like their posts, comment on their blog, build relationships! Contribute to their success too! After you’ve spent some time networking, offer up the idea of collaboration!  Collaboration ideas can include: a newsletter swap, a social media takeover, sharing each other’s eBook promotions or other book discounts!

12. Commit to a Newsletter

Newsletters are a great way to speak directly to your readers and keep them in your loop! You can use a newsletter to announce new books, giveaways and push fun reader contests!

Starting a newsletter can be intimidating, but do it anyways, even if you feel like you have nothing interesting to say! We did a podcast on this, too! If you’re interested in learning more, there’s a link in the resources section!

13. Price Your Books Competitively

Do not price your book out of the market. Of course, we want to make lots of money from our books—who doesn’t?! Most books that are priced out of market, may sell one copy, but not more. The idea behind this is that if they price their book high enough, they don’t have to sell that many to recoup their investment. Pricing books competitively doesn’t mean pricing them lower, either. Price your book appropriately!

14.  The Importance of your Amazon Book Page

Amazon ads aren’t converting? Facebook ads sending readers to your page, but no sales? Trying giving your book page a polish! Over the holiday break, spend time cleaning up your book page—you’ll be surprised by the results! Things to focus on include: your bio, keywords, a video, updating your book description. Most of all, make sure your book description is scannable with lots of white space, bolding, bullets (when appropriate) and lead in with a great review or review snippet!

15. The Power of Book Editions

What’s right for your audience: paperback, hardback, eBook, large print, or audiobook? Don’t leave money on the table by neglecting various editions of your book! Various book editions can help to expand your audience and sell more books! You might be missing a readership that needs a large print book edition, and let’s not forget about the enormous audiobook market right now! Always look to the bestseller lists in your genre and see what other authors are doing!

I hope this list has sparked some ideas of things that you could dig into in the new year, or maybe helped to give a lagging book some new energy and direction. Sometimes it just takes a small shift to ignite your success, and sometimes it’s a combination of a few things, done over time.

I wish you much success in 2024 and beyond!

What are some ways you plan to market your books in 2024? Share with us in the comments below.

About Penny

Penny C. Sansevieri, Founder and CEO of Author Marketing Experts, Inc., is a bestselling author and internationally recognized book marketing and media relations expert. She is an Adjunct Professor teaching Self-Publishing for NYU. She was named one of the top influencers of 2019 by New York Metropolitan Magazine.

Her company is one of the leaders in the publishing industry and has developed some of the most innovative Amazon visibility campaigns as well offering national media pitching, online book marketing, author events, and other strategies designed to build the author/book visibility.

She is the author of 18 books, including How to Sell Your Books by the Truckload on Amazon, Revise and Re-Release Your Book, 5-Minute Book Marketing for Authors, and From Book to Bestseller. She also hosts the top ranking podcast Book Marketing Tips and Author Success.

AME has had dozens of books on top bestseller lists, including those of the New York Times, USA Today, and Wall Street Journal.

To learn more about Penny’s books or her promotional services, visit www.amarketingexpert.com.