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.
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
- 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:
- 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.
——– 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.