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.

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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.


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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.

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How do I Spend my Book Promotion Time?

As a business author/writer, it seems that you need to split your time 50/50 between writing/editing and book promoting/connecting. But if you fit in client work too, it’s more like 75|25. And there is so much to fit into your writing time already!

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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.

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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.

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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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Target Reader Profiling

I know all too well the feeling that everyone should be interested in my latest book’s content. I mean, who doesn’t want to manage their money better… or as with the Simple Drive to a Healthier Life book, who wouldn’t be interested in better health? Well, the fact is, some of us are cuckoo for money advice (and some are spenders)… and others are nuts on health (while some like to eat anything tasty). (more…)

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