the craft. developing a marketing strategy.
Photo by Thought Catalog on Unsplash
With the fact that we’ll be talking a bit about self-publishing in the next PTW Masterclass, I wanted to dig into creating a marketing strategy this week. The reality is, whether you are self-publishing or traditionally publishing, you are still responsible for creating opportunities for your work. I don’t know about you, but I don’t think there is anyone that will work harder on my book than me. I’m very grateful to have the opportunity to share my words with more than my close friends and family, so I’m willing to put in the work.
I do not by any means consider myself a marketing guru. But I have needed to learn a thing or two about it in my own pursuits. I self-published two books and now even with my project on 37Ink/Simon & Schuster, I’m already thinking about ways to help push my book. My background in music was honestly what helped me develop my first marketing strategies for my self-published book. I think we call those, “transferrable skills.” LOL. I knew I wanted to push my book for a year, much like an album cycle. I knew I wanted to create merch, much like touring artists.
So here’s where I start. When thinking of how to strategize about marketing, too often I think we overlook identifying our audience. A lot of times people have something they’re trying to sell, whether it’s music, a book, a skincare product, but they don’t actually know who they are trying to sell it to. Then we have the ultimate amateur move where folks think they are selling to everyone. Let me assure you, thinking that you are selling to everyone is selling to no one. Everything has a target audience, but it doesn’t mean that you won’t get buy-in from other places.
Here, we should be thinking about what age group, location, gender even. What do those people like? Where do they shop? What books do they read? What online sites do they visit frequently? How does your book affect their lives? I’ve also heard from different colleagues in marketing that sometimes it helps to name your ideal customer and focus on them as one person. Whatever works for you!
When you know who you are looking to connect your work with, you’ll know where to try to position yourself. An ad for your book on ESPN.com may not make sense if your ideal reader prefers Oprah Daily, you know what I mean? Knowing your audience helps direct what press sites you may want to pitch yourself to. Even if you have someone working on your behalf, it can help if you have a direction in mind as well.
When you are working on your project even with a traditional publisher, they are going to ask you about Bookstagrammers you may be into. Booksellers that you may have relationships with. Communities you belong to and so on. Marketing your book is a collaborative process.
Then, of course, there is social media. It’s free promo. We’ve talked about this so I won’t beat a dead horse. But find your faves and figure out how to create relevant content to share on the platforms where your ideal readers live.
I also believe in email lists. People who are willing to allow you access to their inbox are more invested than those that passively see your content on social media. Believe me. We get a lot more activity from our email list than our other social platforms whenever we are promoting something at PTW. It’s never too early to start your email list. You own it. If social goes away tomorrow, you will still have a way to connect with people that are invested in your work.
Many writers may give away a sample Chapter or BTS content in their newsletter to help entice folks to sign up. Think about what may be relevant to your particular project.
These things may seem simple, but this is what strategizing looks like. Sure, professionals may have some other tools of the trade, but at the core is your audience and various ways to connect to let them know about what you’re selling.
You will quickly realize that following doesn’t equate to sales and that it will take multiple touchpoints before you can get a “stranger” to your brand to buy-in.
I’ve gone into a little more detail in a small e-book I created called “You Wrote the Book, Now What?” It’s up on the resources page. But ultimately, your marketing shouldn’t be haphazard. It shouldn’t be you waking up each day and deciding how you want to promote. It’s a thoughtful process and will set you and your work up for success. And when I say success, understand that it is rooted in simply achieving the goals that you set for yourself. It’s not about some particular number or comparing yourself to others.
When I self-published my first book, I ordered 50 copies. I felt like if I could just sell 50 copies that meant something to me. Well, my release event was sold out. A packed house and they all asked, “why would you only order 50 copies?” lol. Best believe I’m aiming higher these days, but that was all I needed at the moment to give me the confidence that my words were something people would purchase.
Writing/Job Opportunities
MACRO x The Black List is opening applications for their Screenwriter Incubator in partnership with Warner Bros Pictures. March 18 through August 1.
Grub Street is accepting applications for their Teaching Fellowship for Black Writers. 20k. Deadline: May 25.
Literary agent Carly Watters at P.S. Literary is hiring a part-time assistant.
Quirk Books is hiring a Managing Editorial Assistant. (Philly-based)
The Undefeated is looking for an Executive Editor to lead an imprint at Disney Publishing.
The Hurston/Wright Foundation is looking for a Literary Arts Program Manager.
The Library of Congress is hiring a Social Media Specialist. (DC-based)
Shondaland is hiring a Social Content Manager, Digital. (LA-based)
XoNecole is hiring a Social Media Manager.
PsychCentral.com is looking for Freelance Writers that can write about mental health.
Rolling Stone is hiring a Research Editor.