® BOOK MARKETING
84 BOOKLIFE, JANUARY 27, 2020
I
f you’re an indie author, I suggest you start your
book marketing plans by making three separate
lists:
● Owned media: Existing resources and assets you
control that can help spread the word about your
book. These can include your website or blog, email
newsletter, social media presence, or anything that
reaches readers directly, whether digital or analog.
● Paid media: Where you pay for attention or
exposure. This includes advertising and paid reviews.
● Earned media: Media coverage or attention that
you secure for free—what publicists typically help
with.Everyone wants earned media, but, though it comes
without cost, it does require effort. Because outlets
that cover books are shrinking or disappearing,
there is more competition than ever for reviews
and attention. Still, traditional book publishers’
marketing plans tend to focus on securing earned
media that they know and have experience approach-
ing. These include recognized review publications,
as well as TV, radio, print, and online outlets.
As self-published author, you should seek alterna-
tive options to gain momentum. These include local
and regional media, influencers in your target
market, and any person who is likely to answer
your emails or pick up the phone when you call.
How thoughtfully you make your approach will
determine your success rate, and it’s essential to
suggest a specific method of support—and a single
action step is ideal. You have to figure out the right
ask and then make it as easy as possible for your
contact to say yes.
First, here are two things that do not have to
happen for people to support your book:
● They don’t have to read the book or have a copy
of it. Consider that reading a book takes hours oftime that someone might not have. Though it may
seem counterintuitive (and some authors are hurt
by the implication that not everyone is eager to
read their books), if your targets already know you
or your work very well, don’t put them on the spot
to read the book. They may already be prepared
to support you. Of course, you should always offer
to send a copy. Just don’t make that central to your
ask—e.g., “May I send you the book?” Instead, think
about what you’d like to see happen if they agree
to support the book. Do you want them to tweet
about it? Post on Instagram? Have you on a podcast?
● They don’t have to review the book to help
spread the word. Authors are commanded to secure
as many customer reviews as possible in the first
weeks after release; as a result, “Would you write
a review at Amazon?” tends to be the default ask.
Once again, reading the book and then writing a
review is time intensive—that may be hard to agree
to. It also leads to a low success rate, even when
people initially say yes.Now, here are some things to help you get to yes:
● Respect the person’s time. I don’t know anyone
who isn’t pressed for time. Just about all of us have
too much work, too much to read, and too much
we owe others. Though people you reach out to
will likely want to help, if it requires too much
time—especially if you ask for a conversation or
meeting—you’ve just decreased your chances.
● Figure out the method of support that best fits
the situation. If you don’t know already, you should
find out how, where, and when your targets share
or discuss books. Is it on social media? Do they runFinding the Right Ask
Indie authors need to refine their
approaches when seeking support
from influencers
BY JANE FRIEDMANJane Friedman