Three Layers of Book Promotion By Maria Zannini

Today, we have a returning guest to the blog who will share her book promotion tips. Maria Zannini is an author and a blogger. Today, Maria will talk about the three levels of book promotion.

Before we get to Maria’s post, I have one exciting in-house announcement. For a limited time, I just dropped the Kindle version of Conducting Effective Twitter Contests by 89% from $8.99 to $0.99. I have uploaded all the instructional videos that are embedded in the PDF version and linked them in the Kindle version. This video e-book will teach you book marketing strategies that go far beyond conducting Twitter contests. When the PDF launched, it sold well at $47. You get the exact same videos and e-book right now on the Kindle for $0.99, so check it out today.

Now, on to Maria’s post…

Three Layers of Book Promotion
By Maria Zannini

When it comes to marketing your book or brand, each venue can be neatly categorized between two camps: Passive and Proactive marketing.

Passive Promotion
Probably the easiest of all marketing, passive promotion is anything that you set up once and becomes self-perpetuating. Email signatures with a link to your book title or blog is an example of passive promotion. Once you’ve set up your signature to advertise your book, brand or blog, you don’t need to do anything else. It follows you wherever you correspond.

Other options that you can set and forget:

  • mailing labels, stamps, and business cards
  • swag
  • book trailers
  • print or online advertising

Proactive Promotion Here is your chance to shine. Proactive promotion requires consistent and sometimes cumulative effort on your part. The most obvious example is Twitter, where you are regularly putting yourself out there and interacting with others. Other options that allow you to interact:

  • blogging
  • Facebook
  • online forums
  • book signings

Lateral Promotion There is a third option that I like to call ‘lateral promotion’. Lateral promotion is any activity that doesn’t actively promote your brand or book, but does promote you in subliminal ways. My favorite way to promote laterally is to volunteer at literary events, conferences, or at another author’s book signing or speaking engagement. Volunteering strengthens your recognition to a larger audience and is a wonderful setting to chat or network. Best of all, you’re helping out your peers while creating good Karma. Other options that put you on reader radar:

  • commenting on blogs, forums, and Facebook, or responding to other people’s tweets
  • writing articles (Bylines, regardless of genre or topic increase your visibility.)
  • linking to other posts, articles and authors (This is a BIGGIE. The more you link, the higher your search engine rating. And it’s so incredibly easy.)

It’s overwhelming to plan a promotional campaign. The trick is not to do it all. Line up the vehicles best suited to your personality and throw yourself into those few. Make a list of all the options you can think of that cover passive, proactive and lateral promotion and pick out two or three from each group.

In the end, remember that you’re not selling a product. You’re building relationships with future readers.

Maria Zannini used to save the world from bad advertising, but now she spends her time wrangling chickens, and fighting for a piece of the bed against dogs of epic proportions. Occasionally, she writes novels.

Blurb for APOCALYPSE RISING: The only place to hide was in the past. Leda and Grey have one chance to escape a madman and that’s through a portal to a time before the apocalypse. But nothing has prepared them for 21st century culture, and every misstep draws them closer to the End Times. The world is teetering on extinction, and they may very well be the cause of it.

Apocalypse Rising is the sequel to Touch Of Fire. I hope you’ll try them both.

Related Posts
Conference Checklist- Maria Zannini
The Most Crucial Step To Effective Book Marketing
When Should You Stop Marketing Your Book?
Do-It-Yourself Marketing by Jerry B. Jenkins

 ——– Tony Eldridge is the author of The Samson Effect, an action/adventure novel that Clive Cussler calls a “first rate thriller brimming with intrigue and adventure.” He is also the author of the Twitter marketing book, Conducting Effective Twitter Contests.

20 Responses to “Three Layers of Book Promotion By Maria Zannini” Subscribe

  1. Maria Zannini May 19, 2011 at 12:05 pm #

    Thank you for hosting me, Tony!

  2. Linda Leszczuk May 19, 2011 at 12:42 pm #

    Maria – I think you should do a tour. Ohio is loverly this time of year.

    I’ve read both Touch of Fite and Apocalypse Rising. Loved them both.

  3. Raelyn Barclay May 19, 2011 at 1:07 pm #

    She has to come to Vegas first Linda, I still owe her a BBQ :)

    Great post Maria and I’m bookmarking this blog Tony. Thanks!

  4. Sean Thomas Fisher May 19, 2011 at 2:35 pm #

    Great post! I also like to create profiles on sites that cater to my readers like, where I comment on The Walking Dead & The Killing blogs, which links to my blog and books. Since all of my horror stories take place in my hometown of Des Moines, Iowa, I do the same on Commenting on Glee’s website, however, turned out to be a total waste of time.

    Love the sound of Apocalypse Rising!

  5. Barbara Forte Abate May 19, 2011 at 2:56 pm #

    Great tips, Maria! Thanks so much for sharing ;-)

  6. Barbara Forte Abate May 19, 2011 at 3:12 pm #

    And one more thing — Hm, I thought I could figure this out on my own (not happening!), but can you please elaborate on how one “links” to other post,etc?

  7. Tony Eldridge May 19, 2011 at 3:27 pm #

    Thanks for being on the blog, Maria. I loved the way you helped us see the different layers of promotion. That will help us as we plan our book marketing activities.

  8. Cate Masters May 19, 2011 at 5:13 pm #

    Great advice Maria. If you do a book tour, I hope you’ll pass through central PA. :)
    Congrats again on your release!

  9. Maria Zannini May 19, 2011 at 5:52 pm #

    Linda: I haven’t been to Ohio in years. I’ll bet it’s pretty this time of year too.

    Raelyn: Now I have never been to Sin City. Do you think they’d still call it that if you moved? LOL. I know, I better be nice if I want that BBQ.

    Sean: That’s a brilliant move on your part. Anything that identifies you and gives you consistency is a big plus.

    Barbara: Any time you mention someone or something on a blog, twitter, FB, anywhere, you want to attach the name to a link where that person can be found. Search engines scour the ether looking for links. The more you link, the greater your chances of being boosted on the ranking page on Google and other search engines.

    When people are looking for certain people or topics on a search engine, your links (and conversely, your blog, Twitter, FB, etc) will also show up. It’s terrific for creating visibility.

    Tony: Always a pleasure.

    Cate: I would love to visit Pennsylvania!

  10. Dee for Author D.I. Telbat May 19, 2011 at 7:01 pm #

    “The trick is not to do it all. Line up the vehicles best suited to your personality…”

    Thank you Maria, for your helpful list of passive and proactive marketing, and also for this reminder! I can sometimes get overwhelmed with all the many things to do. Just one step at a time…
    Thanks for your post.

  11. Maria Zannini May 19, 2011 at 8:29 pm #

    Dee: It is so easy to get overwhelmed. There are so many choices. We just have to remind ourselves that just because they’re available doesn’t mean we have to use them all.

  12. Christopher Wills May 19, 2011 at 9:24 pm #

    Great post and I like your ideas. I think you forgot possibly the best book promotion idea, although you obviously already know it. Write another book.

  13. Maria Zannini May 19, 2011 at 11:46 pm #

    Christopher: If it isn’t already mixed into your DNA, writing the next book should be tattooed on every author’s forehead.

  14. Kay Theodoratus May 20, 2011 at 5:03 am #

    Great summary, Maria. It’s worth printing and tacking on a bulletin board.

  15. Ace May 20, 2011 at 7:21 am #

    Maria–great list! I just printed it out and tacked it to my wall. (Thanks, Kay!)

  16. Angelina Rain May 20, 2011 at 2:18 pm #

    Great advice, Maria. I always try to come up with new ways to market myself.

  17. Shelley Munro May 21, 2011 at 9:43 am #

    Another great post, Maria. I think you summed it up well when you ended with you’re building relationships with readers.

  18. Leigh D'Ansey May 26, 2011 at 9:30 am #

    Wrangling chickens – I know the feeling!

    I always see myself as hopeless at selling anything but ‘Building relationships with readers’ is a great philosophy to keep forefront.

    Thanks for a neat post.

  19. Phyllis Zimbler Miller June 16, 2011 at 6:32 pm #

    Maria –

    I love the way you divided book promotion activities into three subsets. Very helpful.

    And what I most liked about your blog post is the following that you said:

    “The trick is not to do it all. Line up the vehicles best suited to your personality and throw yourself into those few.”

    It’s so important for authors to realize they don’t have to do it all — they can do what best fits their own needs and skills.

    Phyllis Zimbler Miller

  20. Drive Scorpion Jacket May 18, 2012 at 8:08 am #

    Great information and really did help. Thanks for sharing it. Have a great day!

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