Experimenting with local marketing tips for authors can go a long way toward getting your books noticed. As the saying goes, start where you are. Making use of the power of a community that knows you can yield faster and greater results than diving into the choppy waters of the internet. As an author, it can be tempting to try to harness the power of social media to sell more copies of your book. Often, this can lead to spreading yourself too thin by trying to establish a presence on too many platforms. Even when focusing on one platform such as Facebook, there is no definitive correlation between using a social media platform and influencing followers to buy a book. Social media is primarily for engaging, not selling.
Local Marketing Tips for Authors
The key here is focusing on local and regional opportunities, not just family and friends. We all know getting those closest to us to post a review can be like pulling teeth. Don’t take offense by this, simply move on to bigger fish. In this case, that means focusing on local marketing tips for authors to grow your reader base. Meeting lots of new people may not be your idea of fun times if you’re on the shy or introverted side, but doing so certainly isn’t going to kill you, and such mingling does get better with time. Personal connection can go a long way to generating word-of-mouth.
Promotion on a national level may be a possibility for you, but never ignore the power of going local in your marketing efforts. Priority number one is to always grow your email list, so either have a clipboard or iPad handy to encourage people to join your list. Be clear on how often newsletters and/or blog posts will be sent. If you’re sporadic, state that. It’s always best to direct potential readers to your website, which should contain the most up-to-date information about your books. Once at your website, visitors can then decide which of your social media sites to follow.
Determine Where Your Ideal Reader Hangs Out
If you haven’t taken the time to develop a reader persona, do so now. For your online audience, this can help with targeted ads or knowing which online group discussions to participate in. In the real world, identifying where your target reader likes to spend time opens up all sorts of retail possibilities. This task is somewhat easier if you are writing nonfiction, but it’s not impossible for those who focus on fiction. Does the protagonist of your mystery meditate or go to yoga classes? Try the YMCA. Perhaps your thriller hero is into guns and hunting. Hit up sporting goods stores. Maybe sexy nightgowns, bubble baths, or candlelit ambiance factor into your romances. Pitch a fitting local retail venue. You get the idea.
Also, while it may be quite time consuming to place and track sales of a print version of your book into local drugstores,museums, and gift shops, doing so might make sense if your book has a decidedly local focus as such as being a hiking guide or book on sourcing regional ingredients for recipes. If you are going to sell print versions of your book at local merchants, you’ll want to make sure you are set up to keep track of sales tax.
Host Events at Venues Other Than Bookstores
It’s a no-brainer to hold readings or to give a book-related top on a fitting topic at bookstores and libraries. Beyond that crucial starting point, use your imagination to branch out to reach potential readers. As noted above, once you pinpoint various places potential readers may be hanging out, you can contact the manager at each one to pitch the idea of your event. So many possibilities exist for planning author events in a variety of places.
Even if you will be setting up a table somewhere, be prepared to make conversation with those who approach to check out your books. Even if they don’t buy, have some book-related swag that can be given away. To simply read from you book will verge on boring. At the very least, be prepared to give an introductory talk of how the book came into being and what factors compelled you to write it. Even better, prepare a talk related to one of the main topics of your nonfiction book or one of the main themes in your novel.
Events and Activities
Beyond solo events, consider teaming up with a group of authors in your genre. Even better, reserve yourself a spot at an event that is going to attract an array of potential readers. This may include writing conferences, comic cons, farmers markets, arts and crafts festivals, pride gatherings, home and garden shows, etc. The list goes on and on.
So many possibilities exist for attending events tied into the subject matter of your book. If your book might appeal to drinkers, consider setting up a table at a bar or winery. If running factors in somehow, set up shop at this or that race taking place in your area. If your book is a mystery or a thriller, October is always a great month to get mileage out of the crowds that flock to haunted entertainment attractions. It never hurts to offer some enticing and cool swag items.
Media Outlets
Make a list of local media outlets that you could approach. This is more cut-and-dry for nonfiction books, but various levels of research also go into writing works of fiction. First, decide which outlets feature book reviews or author interviews. As with writing guest posts for blogs, get creative in this area as well. If a certain cuisine or location factors into your book, you could do a spot in relation to regional cooking or the like. What quirks define your character? If a character loves a certain kind of car and it factors into the plot in a significant way, try to contribute or be featured in a fitting media outlet.
Know Your Competition
As always, know your competition. What are other successful authors in your genre up to? Sometimes it seems like we try to reinvent the wheel with trying creative ways to get our books into readers’ hands. There’s nothing wrong with trying new tactics on a consistent basis, but don’t underestimate the power of emulating what is already working for others.
This local marketing tips for authors should boost your efforts in the best of ways with consistent effort. Pick one to focus on and get started today.
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What local marketing tips for authors would you add? What has and hasn’t worked for you?
Feel free to explore Word Bank’s archive of marketing posts. In particular, you might find Newsletter Basics for Authors or Finding 1,000 True Fans of interest.
Please share responsibly. Jeri Walker, 2018. Image Credit: Graduation Caps.
This is one thing that the digital world hasn’t changed. The tools you use might be different but the value of “showing up” locally is the same. Personally, I’ve purchased and read several books by authors I would never have been aware of were it not for appearances at my local bookstore and library.
Ken, I’m with you on picking up books locally I would not otherwise checkout. I try to make a point to attending local author readings when possible. Books that first might not catch my interest can start to seem a lot more interesting on the author has talked about their work.
Bookstores aren’t the best but there are plenty of other places to hold an event.
Alex, one author I know makes a killing selling his hiking guides at the farmers market every Saturday.
My problem is I live in a dinky town in the mountains where there isn’t much going on at any time of the year. There is a college town about an hour west of me though. Should I be talking to someone at the college [Tennessee Tech. University]?
Glynis, the college may or may not be a good fit. Typically, guest speakers of traditionally published books will visit campuses. On the other hand, a college town has all sorts of venues that could be used to possibly connect with readers.
Excellent ideas Jeri. Thanks! I’ll include this in my next writer’s links post. 🙂 x
DG, thanks as always. There are so many marketing ideas and so little time it seems at times!
I seem to do better sales wise in person, but I’m never really sure where to find my target audience. I know I like to read my types of books, but if I base it on that, well, the only places people find me are at work or at home. The same goes with my sis-in-law or her friends, who are also my genre readers.
Loni, I bet comic cons would be a good fit for you. Have you given any a try yet?
My friend wrote a humor book from her dog’s perspective. And when she was more aggressively marketing it, she was doing signings at local mom and pop type pet stores. Makes sense since many of the people that go there love dogs. Marketing sure seems hard. So going local seems like a good strategy for getting the ball rolling.
Erica, I love your friend’s approach!
I think there’s something really nice about marketing locally, especially if you’ve been in that community a long time. My daughter has a t-shirt signed by one of her favorite authors who just happens to live in our town. It’s her favorite thing!
Meredith, so much can be said for the power of community ties!
Jeri, this is such awesome advice. I tried a lot of these things for my non-fiction book and it really garnered results. I went to a women’s trade show, five local (small) newspapers for interviews. One thing I haven’t done is approach the local library. I’m thinking of my short story collection now and it is quite a different approach to marketing than the non-fiction. Love your suggestions of finding venues where your MC would be interested in the activities. I will check out your links as well for more ideas!! Thank you for sharing your knowledge 😀
Lisa, thanks for sharing some of your marketing experiences with us 🙂
I truly appreciate all this information, Jeri. I’m still looking for markets for my travel journals–not even allowing myself to think of marketing future novels!
RoseMary, marketing is such a never ending task!
Great idea to prepare ahead of time what to say when you host a table for an author signing or similar event. If it’s not at a bookstore or library, could you offer other locations for a book-related table to go? Thanks Jeri!
Christy, other locations for a book-related table could be a farmers market, holiday bazaar, or swap meet.
Thanks for the info in the return comment here, Jeri!
Thank you for the great ideas, Jeri. I’m heading to the libraries and other locations for my new book. Thank you Debby for including this link in her post.
Miriam, I hope you have good luck getting your books into libraries. I always love to see local authors featured on the shelves.