It’s no secret that book marketing can feel like a huge challenge, filled with uncertainties and dotted with daunting decisions. Authors likely are asking themselves where to start, how to make the most of their budget, and how to ensure their precious time and energy aren’t being wasted on strategies that simply don’t work

And all this, perhaps, while they are either submerged in the creative process, trying to bring their book to completion, or sitting on a finished manuscript, waiting for it to find its readers.

Let’s take a look at some common beliefs about book marketing and go a little under the hood to fully understand them.

Myth #1: You Need to Wait Until Your Book Is Complete to Start Marketing

There’s an odd but pervasive myth in the author community that marketing is a stage that follows the completion of your book. It suggests a pause, a holding back of the excitement, energy, and essential strategies until the final “i” is dotted, period is placed, and the cover is closed. This approach, however, could mean missed opportunities and a marketing strategy that starts on the back foot.

But marketing is not a switch to flip on when the book is complete; it’s a continuous journey that can go hand in hand with the writing process. It’s about creating a space where potential readers can start engaging with your author’s ideas, writing style, and persona. It’s about building bridges to potential readers, creating pathways for them to find a book, and lighting up the route that leads to one.

Some suggestions:

• Build Buzz Early with Reviews: Begin with gathering reviews that echo the essence and the uniqueness of the book. It’s about setting the stage, allowing the curtains to pull aside slowly, letting the audience settle in, and building anticipation.
• Share Teasers and Sneak Peeks: Allow your audience to glimpse into the book’s universe. Share snippets, create curiosity, and let the readers feel the cadence of the writing and the depth.
• Embrace Third-Party Endorsements: A nod from a trusted source, be it a review, recommendation, or feature, can serve as a powerful catalyst for a book’s success.
• Be Seen in All the Right Places: Ensure the book is not just another title on a crowded shelf. It’s about positioning, presence, and creating a space where the book is seen, appreciated, and picked up by readers who find it echoes their reading preferences.

Myth #2: Social Media Doesn’t Matter

We often meet writers and publishers with a very idyllic but often misguided belief: the intrinsic value of a book is enough for it to find its readers, that social media is just noise—a distracting sideshow to the main act, which is the book itself. This myth separates books and social media into two distinct spheres, suggesting that the sanctity of literature should remain untouched by online interactions.

However, in today’s digital age, social media is not just a platform for sharing; it’s a powerful tool for discovery, connection, and engagement. We can’t afford to turn our back on tech. Apps like Meta, Twitter, Instagram, and TikTok (BookTok) have now become fertile grounds where readers find their next literary gem and authors can grow a devoted following.

A few tips on this point:

• Share Your Experience: Use social media to bring readers along, sharing insights, snippets and the stories behind the stories, creating a narrative that readers can engage with and follow.
• Give Sneak Peeks: Social media allows you to share exciting reveals, engaging snippets and insights into the book, creating a buzz even before the release of the book.
• Direct Engagement: Through social media, answer questions and create a group of engaged and interested readers, enhancing the book’s presence and appeal.
• Connect, Connect, Connect: Focus on building a sense of community. It’s not just about numbers but about finding the readers who connect with the writing, who find a piece of their world in the book’s world, and who are eager to be part of the book’s journey.
• Get Featured: Having a book featured on lists can enhance its visibility, credibility, and appeal, ensuring it reaches the readers who will love it.
• Find the Right Platforms: Looking for which ones have a dedicated, engaged readership ensures that the book finds its place in the hearts and bookshelves of the readers who will cherish it, talk about it, and share it.

Myth #3: Bigger Is Always Better: The Large Audience Fallacy

It’s a matter of quality and quantity. The more followers or subscribers you have, the closer you are to success, right? Well, yes and no. It’s like a play where numbers take center stage, dazzling us with the glamor of quantity, making us believe that the larger the audience, the more triumphant the performance. That’s true to a degree, no denying it.

But let’s shift perspectives and look behind the scenes. Success in authorship isn’t only a blockbuster spectacle designed to captivate massive audiences; it’s also very nuanced and intimate. That intimacy goes a long way toward hitting spot-on your target market. But very often, by hitting a large audience, you are acquiring readers that you never knew also fit perfectly into your desired audience.

Consider the following:

• Bond With the Right People: Tailor content to resonate with your audience and encourage interactions that are more meaningful. Focus on conversations and a sense of community.
• Interactive Events: Consider hosting events like Q&A sessions or virtual book readings. Such events allow for direct interaction, building a sense of shared experience around the book. Being featured on platforms that value engagement can be a game-changer.
• Be Consistent: Regular updates, newsletters, or simple short check-ins can keep the audience engaged, making them feel more personally connected to you and less like passive observers.

Myth #4: Traditional Publishing Is the Only Path to Success

In authorship, traditional publishing has long been seen as the royal seal of approval that gives prestige, credibility, and success. Authors often chase the allure of big-name publishers and literary agents, believing them to be the guardians of authenticity and excellence in the literary universe.

But, like everything else on the planet right now, the chapters of the publishing world are evolving. New narratives are being written outside the confines of traditional publishing houses, where authors are finding success on newer paths. Self-publishing and alternative routes have emerged as powerful protagonists in the storytelling landscape, allowing authors to take control, make strategic decisions, and directly connect with their readers.

Try these ideas:

• Explore New Horizons: Investigate different self-publishing platforms. Learn the landscapes, and actively use tools and resources that align with your narrative and audience.
• Build Bridges Online: Establish a strong online presence. Utilize websites, blogs, and social media as direct pathways to engage readers, communities, and networks, bringing readers or potential readers along with you in your creativity journey.
• Engage in Curated Spaces: Participate in lists that celebrate and promote books, enhancing visibility and connecting your work with appreciative readers. Platforms that facilitate showcasing authors’ works and establishing connections with readers can be instrumental, reducing the stress of personal website upkeep and focusing on what matters most: the books and their readers.
• Grow Your “Real-World” Community: Network actively with other authors. Participate in writing communities, workshops, and seminars to build a solid, supportive, and knowledgeable foundation.

Myth #5: A Fancy Website Is the Key to Success

Authors pour immense effort and creativity into making their books intricate works of art, carefully choosing each adjective, crafting each scene, and polishing each paragraph. This meticulous attention to detail is how they perceive their website should be, thinking it needs to be a digital masterpiece, filled with elaborate designs and complicated visuals to captivate visitors.

While a book is a canvas for an author’s imagination and creativity, a website serves a more functional and straightforward purpose. It should be a conduit that effortlessly connects readers to the author’s work, rather than a complex labyrinth of visuals and content. The focus should be on simplicity, ease of navigation, and clear paths to access the author’s works, rather than the flamboyance of design elements and the allure of visual artistry.

Some advice:

• Keep It Simple: Focus on crafting a space that echoes the essence of your work with information about your books, bio, contact details, and pathways for readers to connect, subscribe or buy.
• Make It Fluid: Choosing a website that is user-friendly, mobile-responsive, and easy to navigate ensures that the audience’s journey is smooth and engaging, keeping the focus on the content rather than the design.
• Be Purposeful: Having clear calls to action, such as options for newsletter sign-ups or links for book purchases, can be more impactful than a cascade of regular blog posts, directing the audience towards meaningful engagement.
• Resourceful Networks: Engaging with networks that offer a range of tools and resources such as lead magnets and landing pages can be a powerful strategy, growing your online presence and connectivity without getting caught up in website management.

---