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Printed Materials for Book Marketing

While there are postcards, flyers, biz cards and more, there are a couple of print marketing materials I’d recommend you get done when marketing any book. That is:

a bookmark and a roll-up banner (or poster).

While I like designing, I reckon it’s somewhat risky to make your own bookmarks like I did. Still, I was pleased with the result and especially the LARGE bookmark size, printed at our friends PrintLinx Brisbane.

Bookmark (print copy) made with stock photos

Small Bookmark sizes: 55 x 176 mm, 38 x 184 mm

Large Bookmark sizes: 71 x 203 mm

Mine was 71 mm x 203 mm (final size) and cost $35 total for 100 at PrintLinx. I would guess it is 250 gsm.

Some places offer pre-made designs and low rates, like Udesignit.com.au. Their small size costs $38 ex GST and shipping, so about $50 total.

You can Design your own Bookmark at Canva and download their PDF. Not sure about controlling the size though.

You can also design with Publisher and print bookmarks on your own home printer, if has really good ink density.


Bookmark Designs: What to Tell the Designer

When providing a design to a printer, don’t forget to allow for BLEED.

This sounds painful, but it means giving artwork an extra 3 to 5mm all-round and then ensuring the final PDF encapsulates that extra bleed. This is only for designs that have background colour that runs right to the edge and it is because things often shift when printing and trimming.

The best program in which to design bookmarks is Adobe InDesign. MS Publisher would also be okay.

Make sure the PDF is High Print Quality or Press Quality and fonts are embedded. (Also, that your images and fonts are legally procured). Ensure all images used are 300 DPI or above. This can be done by buying stock photos at regular stock photo stores and selecting ‘M’ or ‘L’ size, not small.


We get a small commission if you use this link to buy from 123rf.

Lowest stock photo prices in the market. Only at 123RF. (more…)

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The Process I Used for a Book Launch

It didn’t take long for me to realise my researched and well-crafted books weren’t selling and I needed a launch strategy: only ten years! Don’t let it take you this long…  Here I share my own book launch process and project management style for non-fiction books (indie authors). It takes a bit more work than a written plan, but the fact that it reminds you daily of your tasks is enough impetus for me.  Asana is a Project Management tool, which is a SAAS (so yes, you can pay for more features by the month) and I use the free version. How Did I Set up a Book Launch Plan? First, I used the ‘Project Launch’ template in Asana. But I changed the headings to ‘pre-launch marketing’, 'planning', ‘creative deliverables’, 'monitor results' and ‘post launch’. As I remembered things to do, I added them as tasks and set a date. Another awesome feature is the fact you can add a list. I just copy and pasted a book launch list from off the internet and…

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Use Niche Marketing Techniques to Sell More Books

Novice writers, pro authors and business owners alike need to focus on their marketing plan, particularly with limited time available. But, which elements do we need to work on—and why?

Ironically, you should first work on your Why: your reason for writing.

Coming from a ‘why’ perspective, it gives any author a strong motive to move past their comfort zones. I lived my fear-of-being-seen for ten years, so I know first-hand how this inhibits sales. Therefore, identifying a good reason to spread your message is imperative.

As you undertake self-publishing lessons, you will be learning about author brand, reader benefit writing, landing pages, keywords, and teaser lines. These may be outside your comfort zone as well, but are all helpful for attracting the right people to any book.

Besides, planning your writing from an audience perspective has three other benefits.

  • Rather than worrying over your ‘product’, your message is front and centre. This is great because it means more people connect with your ‘hook’* or your ethos.
  • You’re motivated to write every day to help a certain sector of people. You can even see them in your mind’s eye as you write.
  • A niche marketing mindset helps save you advertising dollars. That’s because choosing a niche will help any type of author attract fans. Using certain words, a phrase, an acronym or even a book title that shakes things up can be an ‘attractor factor’. E.g. ‘Joyful Eating’, ‘The Subtle Art of Not Giving a F#$$’.  

* A hook is just an angle that will engage a consumer’s mind quickly. It doesn’t need to be misleading or ridiculous to be effective.

What Not to Do: Novice Writers

In my experience, if novice writers just pop down ideas and stories into a book form without doing any audience research first, they often come out with a book that does not hit any mark. It is far too broad or it is full of their own opinions and not that of the target reader. One author went so far as to make up her own spelling (to prove a point) but starting the book like this is sure to confuse and ostracise the English teachers she wanted to reach.

So, what can we do to plan a best-selling book? Firstly, open our eyes very wide and then use competitive research practices.

Planning a Book for a Solid Selling Market

Being a true Aquarian, I’ve only recently discovered the pay-offs of planning. For my recent book, I set out to draw up a Target Audience and Brand Plan.  Customised for book marketing use, this three-page document includes:

(more…)

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Using LinkedIn for Author Publicity

Using a book is a great introduction tool for an expert, therapist, coach or chef! And it is even better when you introduce yourself as an author of a thought leader book, via LinkedIn.   Once your book is in circulation, you can add ‘author’ to your headline on LinkedIn. I personally recommend you add in the subject keyword too. The other ways to utilise LinkedIn to get the word out is to post in targeted Groups which have members who are similar to your target audience, e.g. Entrepreneurs, CMOs, or Health experts. Boost your credibility by making an 'author' headline on your LinkedIn profileJennifer Lancaster So Many Public Ways to Market Yourself and Your Book You can’t beat national publicity for promoting books without spending any money. There is the obvious plant of a free audio download or calculator inside the book, to capture reader email addresses. In addition to reaching new customers through the book-freebie connection, and possibly teaching them something, there are other amazing benefits of non-fiction book publishing. You can go…

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The Introvert’s Guide to Marketing for Authors

In this golden age of the personal publisher, introverts must play to their strengths. If you’ve ever read the book ‘Quiet: the power of introverts in a world that can’t stop talking’, then you’ll understand exactly what I’m saying. We introverts need to speak up, but in our own quiet way.

Are you good at asking questions, but self-conscious about video?  Then try Podcasting.

Podcast to a Larger Presence

Podcasting is the ‘slow burn’ way to attract a fan base. You own the podcast, so you also own the advertising that can be infused in a short grab inside the show.

Keep in mind that shows seem better with two people, so invite a specialist you know to talk about a topic within your new genre range.

To determine which category your tribe might seek, see Blogtalkradio.com (the live talk radio and podcast platform) and iTunes categories for category ideas.

If you have a WordPress or Blogger site, then it’s a six-step process to get your RSS feed (linking the files) to connect to Apple iTunes. First you’ll need to find a place to host your podcasts and apply post tags, categories, etc. Apple Podcasts Connect has a podcasting guide and best practices.

You’ll also need a good quality USB microphone (e.g. Nessie Blue), come up with a Podcast logo – which you can make on Canva for free – and plan how often you’ll produce an episode. It’s best to plan ahead a few podcast shows, and launch the first three all at once.

(more…)

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Author-First Book Marketing

With an Author-first approach, it’s making sure you and your brand goes out in the world. Most of you will have a coaching, consulting or a particular business in the background and with this approach, it’s going to have the most effect.

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5 Book Marketing Mistakes to Avoid (for Influential Authors)

If you’re writing a non-fiction book, then you’re in for a lot of fun as you come up with creative ways to market your book, all while juggling your coaching, consulting or creative business. As a busy person, you want to spend your time marketing wisely, as well as your money. Problem #1: Trying to Pitch to Everyone Many authors are trying to pitch their book to ALL business owners or ALL Mums or ALL creatives. Nope, there is a more defined audience than that, such as Married Businesspeople or Franchisees who market… or Mums who want a side hustle… or Freelance Creatives who want to grow an agency. When you’ve defined your book target audience down to that level, you’ll find it much easier to reach their hearts publicly. This might include press release pitching, special talks at Meetup groups, or local radio and podcast guest spots. Problem #2: Regurgitating Blog Content My favourite style of marketing is Content Marketing. But, most businesspeople regurgitate the same old text articles and post on social media…

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Write Much and Write Often to Promote your Book

If your goal behind writing a book is to develop skill, express creativity, and simply be published, then you won't need a book marketing plan. But if your goal is to write to disseminate ideas to as many as possible, and receive a return on time spent, then you need promotional ideas to get that message out. For talented novelist and writer’s festival speaker Susan Johnson, having had a roaring writing career in the 80s and travelling the world in the 90s, on returning to Australia and enquiring into publishing, she had a rude shock. No longer did traditional publishers give big advances, and she could not return to teach creative writing at University due to ‘qualifications’ at that point. Susan told us festival-goers that the average Australian pro writer earns just $14,000 a year. The Guardian reports that the average professional English writer earns just GBP10,500 per year, a 42% drop since 2005, a pittance as they rightly call it. Since she wanted to actually pay the bills, she had to go back to…

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