Promoting Your Book Without Promoting Your Book
When you create and own a product or service, you need to
sell it in efforts of making a profit. New authors often have the misconception
that their success is measured in book sales. Sell, sell, sell. Writers spend time around other writers and see
book sales tactics ad nauseum: Personalized bookmarks, contest giveaways,
time-sensitive discounts, etc. Instead of focusing on selling in order to
increase book sales, authors might want to focus on their platform as a whole.
A writer’s platform is an author’s influence and reputation
to the public. A book is just one part of a platform. Focusing time, energy,
and effort only into selling a book is like having a baker make hundreds of
perfect cupcakes – but have no storefront.
In addition to an author’s book (and let’s hope there are
plans for more), other pieces of the almighty writer platform include: Freelance
contributions, memberships, awards, alma mater, certifications, conferences,
blog, podcast, social media, etc.
Here are three ways you can grow your writer platform,
increase awareness about your book(s), and get paid:
1.
Freelance.
Whether you traditionally publish or self-publish – will readers know who you
are before your book is released? Wouldn’t it be nice if they were waiting for
your book? Writing articles local or national magazines can help grow your
exposure and significantly increase your credibility. Not only do you get paid
as a freelance journalist (I encourage you to pitch the markets that pay!), you
also get access to the publication’s audience—a larger platform than yours
alone generally. Depending on the market’s focus, perhaps the editor would be
inclined to write a book review or feature your book in their market? You
already have a professional connection from freelancing—take advantage of it!
2.
Seminars/speaking
engagements. Think about the memberships you belong to – writing and
non-writing alike. Perhaps you have a background in medicine and one of the
characters in your novel experiences cancer. Inquire with medical organizations
in your area (and outside your area) about opportunities to speak on panels at
their conferences/events. Seek paid opportunities where you can contribute your
expertise while at the same time including a note in your bio and introduction
about your novel(s).
3.
Awards/contests.
Although some award and contest applications require fees to apply, seek out
free and low-cost opportunities with monetary prizes. An award helps establish
your expertise and can be used in marketing of your book – whether on the book
jacket as an emblem, in your bio, or when making introductions to secure future
paid speaking engagements.
All of the above opportunities do not require you to ask,
beg, suggest, or plead anyone to buy your book. Instead, these tasks help build
your credibility, income, and add value to who you are and the books you
represent. Platform, platform, platform.
