Your First 1000 Copies
Marketing Your Book: If you want to get picked up by a publishing house, they’ll likely ask about your marketing platform. And if you’re an indie writer, you already know that all marketing associated with your book is your responsibility. Either way, you need to figure out how to reach potential buyers.
Think of marketing as:
- Building connections.
- Finding ways to add value to those connections.
Begging people to buy your book is not marketing; it’s just creepy.
Build an author platform that helps you sell more books. The number of subscribers or followers on social media is simply an indicator of your potential sales reach.
Consider two groups:
- Fans: People who will buy your book.
- Influencers: People who will encourage others to buy your book.
Establish a system: anything you do repeatedly to achieve predictable results.
We must address three core challenges:
- How do I make people aware of my existence?
- How do I connect with people so they recognise I’m a good fit for them?
- How do I maintain contact with people so they will buy my book?
Focus on these three actions:
- Outreach: Methods to make people aware of you.
- Content: Demonstrates that you’re a good fit.
- Permission: Essential for developing long-term connections.
Master a few strategies that effectively address all three challenges—that’s it.
Email is the most effective tool for gaining permission. Although you need to address the “what’s in it for me?” hurdle when people consider subscribing.
Content demonstrates that people are in the right place. When sourcing content, share your learning, thoughts, and work. Consider the modality (audio, visual, or written) and frequency (daily, weekly, monthly, or as needed). There’s no right or wrong; only what you promise to deliver.
Common theme: Authors who provide valuable content build their following fastest. Sharing your best work fosters stronger reader connections. Making your content widely and freely available is the most consistent way to attract attention and build engagement.
If you want to fear anything, fear obscurity—obscurity is difficult to monetise.
Influencers: Every readership outlet has a gatekeeper (e.g., podcast hosts, show bookers). Conduct research and solve a content problem for the influencer—create a win-win situation.
Hierarchy of the ask (in order of importance):
- Email newsletter or blog – same rules apply.
- Podcast appearance.
- Endorsement (e.g., back of the book quotes or foreword).
- Social media shoutout.
Three responses to pitching:
- Yes: Follow up with a referral request (who else do they know?) if it went well.
- No: Ask if they know anyone else who might be a good fit.
- No response: Follow up. After three attempts, move on.
Create a media pack:
- Headshots.
- Bio.
- Social media links.
- Book cover images.
- Book description.
- Questions or prompts (make it easy for them).
Remember the core marketing concepts:
- Permission: How we capture attention and drive action.
- Content: Shared freely to demonstrate our fit.
- Outreach: Continuously introducing ourselves and our content.
You can establish permission and publish content independently, but outreach requires connecting with influencers and facing rejection. It exposes your work to more people, which means more criticism.
Decide: Do you want to be a one-time author or have a writing career? If you want a career, prioritise outreach. Consider:
- Reviews.
- Podcasts.
- Media.
- Speaking events.
Always remember that marketing is about building long-lasting connections.
Define your ideal reader (avatar). Be specific about their lifestyle, work, and hobbies.
Identify where they go and how they consume information. List all potential places to reach them.
Use these KPIs as a litmus test:
- Connection: Is your email newsletter growing?
- Outreach: Are you connecting with new influencers?
- Are you selling books?
All three must be functioning.
Is it worth the effort? Imagine five years from now:
You’re writing your second book or are an established author. Based on your work selling 10,000 copies of your first book, you have a 20,000-person email list. You’ll likely sell 10,000 books in the first three months of your second book’s release and have connections with dozens of influencers. Feels good, right?
The key: If you believe readers should buy your book, you have a chance.
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