It can be a challenge to spread the news about your book, especially once the thrill of the launch is done. It takes a bit of recalibration for authors to figure out how to develop a long term strategy to ensure continued success.
Our friend Mardine Perrins published Expiration Date, her dystopian medical thriller,this winter. Now, she is taking charge of her book’s post-launch marketing strategy by kicking off her very first book blog tour on June 21! If you love to read, or if you just want to find out more about how it’s done, check it out here.
What’s a book blog tour?
A blog tour is a set period of time where authors strategically partner with book bloggers to post about their work. The bloggers write about their real experience with the book, they’re not just using author swipe copy. The author provides a review copy (an ebook is okay!), and any images that they think might help.
The actual content is easy since you’re relying on expert book lovers to create it! So finding book bloggers can be the biggest challenge. You can research reviewers who work in your genre and who love books similar to yours. Spend time building a relationship with these folks. Comment on their posts. Share their work on socials and follow them. Sign up for their newsletter. This takes time, so start this research early.
Alternatively, you can employ a company that will organize your blog tour and connect to the right folks, if it’s not something you have the bandwidth to do.
What will you need for your tour?
You’ll need a few things in place before you begin your book blog tour.
A ready-to-go, formatted, well edited ebook or advance review copy – this can be as simple as a PDF, or you can provide a .mobi or .epub file, if you have one, to make it easier for your reviewers. If you want to have reviewers provide their own flat lay photos for social media and their page, you can also provide a physical copy of your book, if it’s in your budget. It’s good to splurge on a few physical copies for when a blogger is a big name or has a community that’s perfect for reaching your target reader.
It’s also best practice to offer bloggers a giveaway of your book. It helps them grow their own audience, which helps you, too, and offers you the chance to organically grow the profile of your blog tour. Mardine’s blog tour is using Rafflecopter for her giveaway – check it out here.
A clear email with all the info a blogger will need to be part of your blog tour. Include all your links – socials, website, places to buy – as well as information about you. A short bio, author photo and a cover image.
Clear goals: what do you want to ask the blogger to do? Be very clear on your ask, expectations and timetable. You can encourage content like an interview, a review, a guest blog post you provide, or even a link to your lead magnet!
Once your book blog tour is launched, be sure to promote it as the bloggers make their posts. Share links on social media and let your own newsletter readers know about all this great new content about your work happening. You’ll also want to send thank yous via email to everyone who took the time to promote your book – and express the hope that you’ll be able to work together again!
I love Brené Brown. Like LOVE her. If you aren't familiar with her, google some of her TED talks on shame and vulnerability.
As writers, it feels there is really nothing more vulnerable than putting our words, our creations, out in to the world for others to consume. Sometimes they love it, sometimes they hate it.
Sometimes we are afraid to put our words out there because of shame we may have and certainly because of the fear of being so vulnerable.
I am reading her book Dare to Lead. I want to share a quote from Chapter 2, The Call to Courage.
To set the scene, she was talking about an interview with Admiral Jim Stockdale, a Prisoner of War in Vietnam. This interview is in Jim Collins' book, Good to Great. The question was asked about who didn't survive the POW camps, to which Stockdale replied it was the optimists. Because, “They died of a broken heart.”
Brené Brown continues:
“Stockdale told Collins, ‘This is a very important lesson. You must never confuse faith that you will prevail in the end — which you can never afford to lose — with the discipline to confront the brutal facts of your current reality, whatever they might be.'”
At this point, you might be thinking, Alexa has gone off her rocker. She's now comparing authors to POWs!
But here's the deal.
A strategic plan for your book marketing can bring you closer to success.
As I was listening to this on Audible, the stark comparison came to me. So often, we as authors believe, I'm gonna make it! This book is going to be amazing! If I just throw more money here, or do this, or do that, I will sell more books!
Our FAITH in our book gives us the courage to continue… however, if we aren't doing the right things, if we aren't making the most strategic decisions, if we aren't powering forward in a way that puts us in a position to actually have that success, we can wind up completely exhausted, tired of saying, “it's gonna get there!” and our faith begins to dwindle if we don't see the results we were looking for.
We die a slow death of a broken heart from marketing fatigue and throw in the towel.
What if that didn't have to be the case? What if you could start with a better plan from earlier in your process, that wasn't based on guesswork, and actually led to results?
I fully believe that those authors who have a great book, have done the things to make sure they are positioned well and are taking the RIGHT steps to move their marketing forward, WILL get there.
It may take a few years. But following a plan that makes sense, you may achieve this faster than you thought. At a minimum, when you can track results, you won't be heartbroken, but encouraged to continue to see results.
I walk this journey every day with authors. Tweaking what they are doing, creating the strategy that works for them to build their audience, get their books into the hands of more people, and build incremental successes that WILL eventually pay off. (Disclaimer here – if your book is bad, you're going to have to start there first!)
Here's the deal. After launching book after book for new and unknown authors, the likelihood of New York Times Best Seller first foot out the door is rare. But not impossible. But even more important, you can still achieve a significant amount of success without that NYT BS accolade.
How do you know what to include in your book marketing plan?
There are things that we know work already. It starts with: figuring out your goals, your resources and your starting point, and, just like that, you can layout a path to success.
We are going to dig into how to develop your very own custom launch plan – something many indie authors pay thousands for, but that I know you can do yourself! All you need are the right tools! We’ll cover:
The key elements of your marketing plan to address both long- and short-term goals
How to develop a marketing and launch strategy that makes sense for YOUR book and YOUR budget
The ideal timeline for planning a launch
How to take small actions every single day to implement the plan
The best places to invest your time and money in your book
This will be an interactive workshop, but can still be watched after the fact if you aren't able to attend.
It's very important to me that by the time we are done with this training, you actually have some USEABLE information, and a plan for how to make some progress… IMMEDIATELY. I don't know about you, but I'm tired of getting training and then leaving feeling like I'm completely on my own. I don't want that for you.
I have done this work with clients over and over again in the last decade, and I’ve learned that every single book – no matter the genre, no matter when you’re publishing (or when you publishED – yes, this same strategy works for books that are already out there!) – needs a custom road map to success, based on BEST PRACTICES, not just hopes and wishes and FAITH.
I want you to have the foundational knowledge to identify your goals and to build a strategy to get there that works for your book and your LIFE, without all the noise. I want you to take the wheel.
If you’re ready – and I think you are – click here to get registered for the June 8 workshop – and if you can’t listen live, don’t worry – there will be a recording sent your way!
You'll leave this training with a plan of action and simple steps to start working on immediately.
I can’t wait to go on this journey with you to help you create a plan that won't leave you feeling hopeless, but encouraged to continue moving forward!
Book launches used to be crowded, public events, often with lavish budgets to match the lengthy guest list. But the way we look at launch day activities has really changed, thanks to new technology and the real need to lock down during the pandemic. And there’s every indication that these new “slipper-friendly” online book events are sticking around.
But how do those of us who don’t have big publishers and teams of PR flacks behind us make online events work? I’m going to be getting deep into just these topics (and so much more) in June’s Book Launch in a Box, a newly-revised-for-2021, one month course that gives you everything you need to have a great launch for your book, no matter how or when you plan to do it. (Click here to learn more about this great course!) Until then, though, here’s a sneak peek with some thoughts on how to reach your goals through a virtual book launch.
We’re all Zoom-ed out after last year, right? I get it. But online events are far from dead and there are ways to energize them to engage as many people as possible. Here’s some tips.
Energize your cheerleaders.
Add advance readers of your book to a Facebook Group that’s all about supporting the launch. These are your FANS – what a great place to spend time online in the weeks leading up to your launch! While Facebook isn’t for everyone, these private groups are great ways to share information like giveaways happening on GoodReads and elsewhere, offer suggested copy to accompany posting about your book, and share your success! Authors who make themselves present in this group and engage with advance readers reap the benefits when those readers turn into cheerleaders for your book at launch time! The more they feel invested in your success, the more they’ll share your work with their trusted network.
Show up all day during your virtual book launch.
I tell our clients that when you have a real, concrete plan, a virtual book launch shouldn’t take over your life. But on launch day, it’s a good idea to take the day off work, or at least carve out multiple times during the day to connect with your readers on social media. Consider creating a schedule with multiple live mini-events to connect with readers all over the globe, and share that info with your launch group and on social media. Going live on Facebook or Instagram on launch day also creates long-lasting, quality content you can repurpose as you continue to market your book! You can also have a live event on Zoom, if social media isn’t your thing, or you want to host an event with guests.
Be yourself when during your virtual book launch.
Even if you’re camera shy, spending time prepping and then going live is just smart marketing. You don’t need to spend an hour talking about why you want people to buy your book. You can make your live sessions fun! We’ve worked with authors who have…
…gone live at her job as a nurse to talk about her medical thriller, complete with scrubs! What a great setting that grabbed potential readers straight away!
…invited the inspiration behind her book – her young son! – to read the book aloud on Facebook. A totally sweet and engaging session that kept people watching through the end!
…hosted a Zoom call with a nonprofit and other invited experts to talk about the real world issues the book brought up. Tons of great questions from the audience, thanks to the interesting speakers who enhanced the story and brought new perspectives!
…shared craft tutorials and other art inspired by the book’s illustrations on Instagram. This engaged so many people and got replays well beyond launch day!
…had a music-filled Zoom chat with editors and others, answering questions about character inspirations and living a writer’s life. A great spin on the more traditional launch event, but using art from the book and music to bring the viewers in, instead of just the usual Zoom squares.
…taught readers how to mix an “official cocktail” for the book in a sweetly funny, very personal Instagram live. This is probably one of our most memorable launch events because even as things went a bit wrong with the cocktail, the author was so present and charming that she won over dozens of new fans in the moment – all of whom are lining up to read her next book!
You don’t need to reinvent the wheel – a heartfelt toast, a reading, a Q&A session can all succeed if you’re showing up as YOU.
Give your book away to get more sales.
There’s nothing like the thrill of a giveaway. For all of our clients, we do some form of giveaway on launch days. You have a lot of options to do one on Instagram or in partnership with influencers or your launch team. But doing a LIVE giveaway is also an exciting way to put some pep in your live event. You can share your screen during a live event and use Wheel of Names or a similar online tool to pick a winner. It’s a great way to cap any online event, by thanking those who attend with a chance to win!
The through-line to these events is all about being YOU and SHOWING UP for your readers. By choosing a launch activity that is authentic to your book and your story as an author, you’ll be turning your readers into fans.
If you’re ready to supercharge your launch, whether you plan something online or in-person, be sure to join us for our latest session of Book Launch in a Box, a 4 week program that gives you everything you need to launch your book right the first time.
And no, you don’t need to be done with your book to get started.
And yes, you can do this program and re-energize your book sales, even if you have already launched!
Click here to learn more about our next session right here.
They say Rome wasn’t built in a day, and I’m here to tell you that a book about Rome wasn’t either! It takes more than just raw talent and passion to launch your book. You need a plan.
Do you have a plan for your book launch?
One of the hardest things for some creative spirits out there is the launch planning process. When I talk about this challenge, I always think of my friend Deandra. The raw material for a great launch was all there for her – a great book, a gorgeous cover and she was passionate about getting this book to the people who needed it. But she didn’t have a launch strategy. It was overwhelming, and she found herself throwing her hands up and thinking, “Well, if the book is good, people will find it.”
Over coffee one afternoon, we had some real talk: it’s not about doing everything. It’s about doing the RIGHT things. And it’s also about knowing how MANY right things you need to do to meet your goals.
Sorry, but there’s going to be MATH with this! You are finally going to have a chance to use your high school algebra!
It's time to set some goals for your book launch.
It starts with your goals. Sit down and ask yourself, HOW MANY BOOKS DO YOU WANT TO SELL?
I bet a bunch of you reading are hesitating when I ask the question. You want to be “reasonable,” and you want to give the “right” answer. You might be embarrassed that your goal is too big, or maybe too small.
But sit with the question and really think about it.
Once you’ve set your goal, know that the only way to get there is with a real, concrete, actionable, metrics-based strategy for your book launch (and beyond). Without a Big 5 publishing marketing machine behind you, be honest about what you can reasonably dedicate to this effort, in time, money or a combination of the two. This might change your goal.
Next, you have to do the math.
Once you’ve established your goal for sales, you need to figure out how to get there. Start with your email list: look at your total list number and your typical open rate. That’s your real average audience for each email. Only a small percentage of the people who open and read each email are going to make a purchase – likely somewhere between 1 to 10%, depending on how engaged your audience is. What does that number look like right now? And how many people would you need to get on your mailing list to reach your goal?
This is just one piece of your launch prep calculation, though – you also have social media (a much lower conversion rate for purchase) to plan, an ad budget to set, and publicity to organize. Your launch planning is like a tree with many branches, all supported by reasonable, concrete goal setting.
Are you ready to smash your book launch?
When Deandra and I planned each branch of her launch using real metrics that reflected what she knew about her audience, we found so many opportunities to grow. And because we had our chat a few months before her book was released, we were able to figure out practical strategies to grow her audience and reach her goals. She actually ended up blowing right past her initial goal, thanks to strategic thinking, good old fashioned math and follow-through.
So what’s your book launch goals? What does success look like for you?
Like guerrilla warfare, which just means, non-standard military tactics, guerrilla marketing means thinking outside of the box when you market your book.
For indie authors, and even those authors published by small trade publishers and hybrid publishers, knowing how to think outside of the box when marketing your book is really important. I learned this with my book, Sunshine After the Storm: A Survival Guide for the Grieving Mother. It was critical for me to find partner organizations to get the word out about my book.
Using Guerilla Marketing as an Author
We're using a blend of traditional and guerrilla marketing tactics for my client Valerie's new children’s book, Padapillo. (If you love kids books and have been looking to ensure more disability representation on your bookshelves at home, you’ll want to grab this one! Look for Padapillo on Amazon!)
When Valerie sat down to write this book, she wanted to teach families about what it's like when your child receives a diagnosis of hearing loss. Her own daughter had been through this experience, and as a mom, she’d seen how few books there were about it. They didn't know what to do or where to turn, so Valerie wanted to create a resource that would be helpful to families in the same situation. But we knew this book would really soar if we used OUTSIDE OF THE BOX MARKETING to partner with other organizations and agencies with a similar mission!
When it came to marketing the book, we knew that serving this mission needed to be central. Together we determined that the ideal reader was the family of a child who had recently been identified as having hearing loss. The challenge was that those families don’t live in one region or frequent one social media platform over another or have a particular income level or any of those typical marketing segmentations. Hearing loss can impact any family, all over the world.
However, one thing Valerie knew from her lived experience was that the hearing loss community does spend a lot of time with audiologists. They also tend to receive communication from community and national hearing loss groups and deaf advocacy organizations, particularly schools. So these became prime targets for our marketing outreach. She pursued – and got! – positive reviews from prominent organizational leaders and audiologists, partnered with two different organizations for launch day events and earned social media placements from a number of organizations sharing her book to their wider community.
Not every book has an obvious community or nonprofit partnership. But more do than you’d think. I’ve helped clients connect with HR professional organizations for books on supporting those who have lost children. I’ve also helped find partnerships between the author of historical fiction and veterans’ groups. You don’t need to be writing an advocacy book to try this, and there are lots of creative ways to find connections that are mutually beneficial.
How to Approach Partner Organizations
When you’re looking to partner with community organizations and nonprofits for your book launch, you need to approach them with an eye to their mission. If the group’s mission isn’t truly aligned with your book’s message, it’s not going to be a fruitful partnership. Advocacy and nonprofits take their membership’s privacy seriously, and they’re mindful of their reputation as an honest broker to the community. So it’s vital to explain from the get-go that your book is an amplification of their message. It's a resource their community will want to have. You can offer to share copies of your books with their members, ask them for reviews and praise blurbs, and even host events with to build a partnership that elevates both your book and their organization. Also, consider offering them bulk sales of your book at a discounted rate, to provide to their audience as a resource.
That’s exactly what Valerie did. Her true connection with the people in the hearing loss community, the authenticity of her book’s message and the care with which she made this approach built this launch beautifully. We can’t wait to help her send this book out into the world tomorrow!
How To Leverage Promo Sites for a Successful Launch
Tuesday, May 11, 2021 | 1PM EST Recording & supplemental materials provided
In this workshop, authors will learn what book promotional sites are, when they make sense for authors, pricing concerns and specific requirements, the timing of using them, and what you can realistically expect with returns.
Authors will receive a cheatsheet of 16 promotional sites they can use to support their launch or to re-invigorate an already-published book. Attendees will receive the slides as well.
Laura Briggs is a teacher turned speaker, entrepreneur, and writer. As a freelancer, she's worked with over 400 clients and has delivered two TEDx talks. She's sold four books to a traditional publisher and is self publishing a short book a month in 2021. Her first book, How to Start Your Own Freelance Business, was entirely self-marketed and led to the next two book deals. That book was also the winner of the 2019 Author Elite Awards “Best in Business” prize.
Finding the ideal reader for your book can be the difference between a bad review and a good review. Bad reviews can be hard to accept as an author but they can also give you insight into your marketing and who is reading your book. They give you a chance to ask “am I reaching the right readers for my book?”
Every author gets bad reviews.
Imagine you’re a novelist looking through Goodreads at some of your new book’s latest reviews and this is what you come across:
This is not an epic, beautiful tale of a wonderful family’s trials, or whatever. It is a long, poorly written story of a family’s sex life.
How does this author take such an interesting and impactful topic and write it so bland, emotionless and boring?
Was this book well written? No. Did I still enjoy it anyway? Also no.
This is the book that made me ignore other people’s recommendations. I have no idea what anyone sees in this piece of trash.
Yikes. You can imagine how hard that feedback would hit a person. They might think the author should hang up his or her hat and find a nice job in a tea shop or selling timeshares.
What if I told you that these were reviews that were left on the recent critically acclaimed books, respectively, Pachinko by Min Jin Lee, a National Book Award Finalist; The Nickel Boys by Colson Whitehead, which won the Pulitzer Prize in 2020; The Invisible Life of Addie Larue by V.E. Schwab, which made nearly every 2020 “best of” list; and The Song of Achilles by Madeline Miller, winner of the 2012 Orange Prize?
Showing up in front of your ideal reader matters.
Sometimes the wrong person stumbles on your book, and there are just going to be those people who don't like it. But sometimes these bad reviews come from bad marketing, along with targeting the wrong types of readers. By ensuring you know exactly WHO your reader is, and making a concerted effort to market to that particular audience, you can make sure that reviews like this are far and few between. That they only happen when the wrong reader stumbles across the book.
And it makes sense that most of the reviews are good for these books. Not only are they all great books, they also all have major publishers lined up behind them with loads of expertise in audience targeting. That’s how you know that finding and showing up in front of your ideal reader matters – the big publishers are willing to spend big bucks doing it.
Authors have to know how an ideal reader.
But indie authors and new voices in writing don’t have that luxury. We have to know how to target our ideal reader on our own, and we need to start figuring it out as we are writing, and carry it through our marketing efforts. We need to dig in and do the work early, and constantly check our work! Otherwise, we’ll end up with readers like the ones above who just don’t “get” us. Readers who don’t know why we’re telling this story and hate the way we’re telling it.
I’ve seen reviews like the ones above on books that clients brought to me for relaunches. These books were well-written, urgent, interesting, powerful. And unfortunately, without proper reader targeting, they found an audience who just couldn't connect with them. They left salty reviews. They didn’t check out the back catalog. They didn’t tell a friend, unless it was to tell the friend to “skip this one.”
But when my clients make the small changes needed to their marketing to find and speak to their ideal reader? The great reviews roll in – “I felt like this book was written for me!” – and the sales come, too.
My clients often learn an important (and pretty encouraging) lesson: it wasn’t the quality of the book that was generating the lackluster reviews and sluggish sales. It was merely incorrect targeting in the book marketing.
Getting in Front of Your Target Readers
Click here to join an exclusive workshop with my friend, Belinda Griffin. She’s a book marketing expert who has mastered the art of audience targeting, and she’s coming to share her secrets with us! No matter what your publishing journey looks like, this is the workshop every author needs to connect authentically, leverage publicity and grow their platform! This workshop is now on demand, which means you can watch (rewatch) it anytime!