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Self-Published Book Marketing Requires a Strategic Approach


At the beginning of self-publishing, more than a few authors finished their book, had it published, and waited for it to sell.  When not much happened, it was a rude awakening. Today, most are aware it requires publicity and promotion, and therefore at some point, research how to market my book. While it is true that many self-publishing platforms allow authors to post in a database seen by book distributors, success often requires being more proactive. But nearly everyone needs a well-rounded marketing plan to get their work into stores and on the minds of readers.

An important initial question for self-published authors to answer is who my audience is? Selling books requires target readers, and deciding on who they require identifying groups of people interested in your book and its topic. It may take some research to decide on various demographic factors that may include age, gender, career, education level, etc. Once you have an idea in mind, then you've begun to establish your target audience. From there, you can develop a marketing strategy to reach interested readers. Whether in online or traditional media, they need to hear about your book.

Books sell in a competitive marketplace with many options for readers, not in a vacuum. It makes identifying your competition crucial – because other authors are going after the same readers, and you want to be their choice. Your book marketing program needs to differentiate your book from others to make it sound more exciting and compelling. Setting a realistic marketing budget is also essential. Everyone dreams of promoting their book for free, but it is seldom effective. Self-published books are no different from traditional ones, and publishers actively market the newer titles in their catalogs. 

Your book publicity effort also needs to have key messages. They are the talking points you'll use to pitch media coverage or add to your website and direct promotional materials. You need an excellent answer for people who ask about your book and want more information about its topic. As you craft your messages, always try to make your book sound unique and help it stand out from others in its genre. The final item to keep in mind is whether or not to hire a publicist. Some authors have found success promoting their work in a DIY approach, but most have success expert book marketers.

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