What Kind of Marketing Works and What Doesn't

Subject: What Kind of Marketing Works and What Doesn't Wed May 28, 2008 2:53 pm

I've noticed an influx of marketing and promotional ideas on the Internet in the last few years, much of it aimed at authors with POD books or with mainstream books published by smaller houses.

Most of us trying to market books are paying for each attempt out of personal funds rather from the profits of a home-based business that just happens to include books. So, deciding to spend $250 on a book trailer as I did here http://myspacetv.com/index.cfm?fuseaction=vids.individual&videoid=32911741 OR several hundred dollars for one form of blog tour or another is a rather large decision.

We've all seen the advertising advice that one must show the ads (or presumably anything else) multiple times to have an impact. That truism greatly reduces what an individual can do. In my case, once I spent the $250 on the book trailer, I couldn't afford to ALSO spend money on a banner campaign, a blog tour, google ads, or the purchase of rotating ads on sites that offer them.

I read about lots of ideas that seem to make sense, but then become skeptical when the marketer can't point to any author they've helped who went from, say, sales of a couple of books every month up to a sales level of dozens or hundreds of books a month.

When I ask how my expense will translate into sales, I'm told (quite rightfully) that there can't be a one-to-one ratio of dollars spent to books sold, that I must spend more to ensure that the first money I spend has any real effect. Sure, I understand, but we're coming close here to saying we lose money on every advertising expense but that doesn't matter because all exposure is good.

Thing is, this never gets to the place where one's book is actually bringing in more than all the attempts to promote and market it.

So, what kinds of marketing (and promotion) has everyone found to have the best results? And by that, I mean, actual books sold?

What has been the worst thing you've seen or tried?

Malcolm
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Malcolm R. Campbell

http://www.malcolmrcampbell.com

The best thing I've done was to organize a reading (me alone or me and one or two other authors) and invite people to hear us. 90% of people (no kidding) bought a copy of each of our books, and it cost us a few jugs of juice/coffee each time (max was $100 in total, because if they wanted something not in the jug, they went up to the coffee bar and purchased it themselves. Each of us provided the shop with a couple of posters, stack of bookmarks, and in one instance I managed to get a radio spot--a fluke). We used small local book sellers who were happy to have an event to promote in their shops. This is hard work, but on the other hand, I sold 45 books at one, 30 and then 19 without a problem at 3 readings, and no one in this city knew me from Adam. Or Eve for that matter.

The small book sellers don't really want a big stack of POD books in thier stores, so I brought books that I had bought from the publisher myself and made all the profits (better than royalties, but then again doesn't count for royalties, but who cares, right?). The bookseller did not ask for a cut, although he actually could have.

The draw for the bookseller was that I have a little soapbox that I get on about the demise of the publishing industry and issues surrounging literacy. This rant does not tie in to my book.

I have a second topic I include that is in support of members of the military, which is a theme of the book.

Nothing else I have done has had the effect of this kind of work. It's intense, but it works. I have a feeling that on a larger scale it will work also. I'll let you know!

:pirat:
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Pam Robertson

http://andthebandplayedonmylawn.blogspot.com

Sounds like a real cool idea, Pam. Probably fun, too. I'd be more willing to cut the store in on the profits.

Yes, you're right, the stores don't want POD books stacked up there because few people will buy them other than during an event.

Thanks for the idea.

Malcolm
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Malcolm R. Campbell

http://www.malcolmrcampbell.com

You are very welcome. I'm looking forward to what others here are up to as well...every little bit helps, and a few ideas to save a bunch of money can't hurt.
Very Happy

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Pam Robertson

http://andthebandplayedonmylawn.blogspot.com

Three Star Member Joined : 11 Jan 2008 Posts : 177

You ask a tough question. You really only know what kinds of marketing works when it does, right? I tend to do mostly free marketing - press releases, SEO for the internet, Amazon tweaking, etc. I do print flyers for my books, which I post any and everywhere. I figure the .08 cents is worth it. I also printed some "free" postcards via VistaPrint (I only paid shipping).

Otherwise, author signings are a great boon. That and getting friends and family to talk about it is another great method - if they tell 6 people, those 6 tell 6 more, pretty soon you've got a very large potential readership.
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Director: Bauu Institute and Press
Editor: Indigenous People's Issues Today
Publisher: New Great Books Reviewed
Editor: Indigenous Peoples Issues & Resources

Thanks, Flash, good to hear that you've found a winning approach! The word of mouth part of it is great, once you prime the pump and get it started.

Malcolm
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Malcolm R. Campbell

http://www.malcolmrcampbell.com

Hi Malcolm,

My publisher is a small indie and does help with promotion, which of course is a big boon to me. However since I have the most stake in my book(s), I do a lot to promote as well.

Use of free press releases is fantastic, as is word of mouth. I also make sure to send my own press releases to local media and definitely play up the local angle. Also, send press releases to any organizations that migfht have a specific interest in a topic included in your book.

Good luck.

-Chelle