How to be an Indie Author 7: 44 Marketing Tactics

This is the seventh post in a series about self-publishing from ideation through sales. To check out other posts in this series, click here.

Last time I finished up publishing by going over the special considerations of print-on-demand. This time, I'm going to talk about selling books, specifically, techniques indie authors can use to market their books.

[insert noun here] sells books.

First let me start out by saying, I have no goddamn clue what I am doing. None. I devour EVERYTHING on marketing I can find. I subscribe to a variety of newsletters for just this purpose. I ask everyone I know for advice and suggestions. So far, it remains a mystery to me.

That said, I recently decided to make some major changes to my marketing efforts and while on that journey have had some failures and made other mistakes. And I have so much more to do. One thing, which comes up again and again in marketing articles and blogs I read is know your target audience. This will make everything else either worth it or a waste of time. This is not a simple thing. You should create basically a character - as if you were writing about them. You should know everything about this person. Where do they live? Where do they hang out? Who are their friends? Gender? Age? Education? Socio-economic status? Religion? Everything.

I have been, historically, terrible at connecting with the demographics who would be interested in my books (I think). As part of my new marketing efforts, I'm going to revisit these questions and re-evaluate my current efforts. It's okay. I know I've made mistakes in every aspect of the publishing process and I've made the most in marketing.  I also have a lot of things left to try (So many options for awesome!).

Now you're wondering, why would you read about marketing from someone who has no idea what they are doing and hasn't tried just as many things?

*Smirks*

Because then you know what didn't work for me (or what I have yet to do - which is honestly a lot) and maybe you can do it better. When you go through this stuff, write to me, and tell me what worked for you. Seriously!

Please note, I am listing all these things because they DID work for some authors. They may work for you (especially if you're dialed into your target audience). You may have a better handle on things than I do or did. You may understand social media better, or have more evangelizing friends than I do, or have books in an easier to sell niche. Also, it should be stated that I am incredibly, notoriously, impatient. I may not have given enough time for things to work. Maybe I could have tweaked one thing and it would have been enough. I don't know. Regardless, in no particular order, here is the list of things you can do or places where you can go to market your book as an indie:

1. Blog - not sure how many sales I've gotten through my blogs - I think they don't really reach the same demographics as my books. I'm not sure how I feel about that...one way or another. I think this works best if you have a devout fanbase or write specifically for your demographic/brand.
2. Tweet (has been a mixed bag for me). It's fun, and if done well, can generate interest, or at least buzz.
3. Instagram (haven't done this) - this is a good place if you take a lot of pictures and are trying to reach female millennials.
4. Tumblr (haven't done this) - some people have turned their tumblrs into book deals. Not sure exactly how this works, but tumblr has a book liaison person so, it happens regularly.
5. Google + - I get a lot of profile views and infrequently get +1s for my blog posts, but I don't know how helpful it has been as far as sales.
6. Facebook - I think this is more for people who are committed fans as opposed to recruiting new ones. Because of the way FB pushes page statuses v individual statuses, I've read it's better to go with FB ads, but that requires money, which I don't have to allocate to this right now. 
7. Podcasting (haven't done this yet but want to, especially do a series from certain character perspectives)
8. Build a quiz based on your books (just did this, not a lot of info yet). I think it's a fun idea, and it takes very little time. So, there you go.
9. Word of mouth - i.e. get a few friends who LOVE YOU and LOVE YOUR WORK to sell FOR YOU. When I find a few myself, I'll let you know how it works out.
10. Reviews - ONE OF THE SINGLE BEST WAYS TO SELL and also, one of the hardest things to get. I've heard PR reps say, give out 50 copies, get 10 reviews back. These you really need to track down - which has worked for me to get a few, but I don't have a lot of data yet on how this plays out.
11. Write reviews for similar work - haven't done this because honestly, I'm not altogether sure how I would set it up. The plus here is people funneled to your blog or post who are primed for that type of content. The downside is, well, you need to have time to read books.
12. Write guest posts and articles on related content - this is something I just started doing since May. I've been doing about a guest post every two weeks. I'm not sure how that will impact sales, but I'll let you know once I have more data.
13. Have a game or app based on your book - haven't done this yet, but I want to. It sounds fun and could definitely create some income streams depending on how you package it.
14. Blog tour - this is another one that tends not to lead to direct sales, but it does get the word out a bit more and opens you up to more guest posting opportunities. So it might not spike sales, but it tends to help in the long run...however I've never done it because most blogs in my niche do not like indie authors and or won't do ebooks. If you have paperback copies, they are more likely to review.
15. Speaking tours - this is something I'm working on for THRIVE especially, so I can't give any feedback about how it pans out because I haven't started yet. That said, I expect this to be a good way to sell books and collect email addresses. Plus, you know, you get paid after six months to a year of paying dues.
16. Newsletter - I've read this is a huge thing that you need to have, and I'm just starting now, so again, I can't say how this works. The plus to this is you can send out updates when you'll be in town or when books are on preorder making it more likely for people to purchase books.
17. Vlogging - again, something I want to do, but haven't been able to because of time commitment. I think pretty faces and funny expressions go a long way to selling books.
18. Amazon Author page - I just fixed this myself, so again, not sure how this will pan out. I think indie authors need to be on Amazon because it is such a major retailer. Whether you choose to be on KDP Select is another question (I'm not, but I'm adamant about having my work on multiple platforms). I think having this will make a big difference, but I need more data.
19. Website - This is a recent addition because until May 2015, I didn't have the funds to make this happen. If you don't have a website, you should at least have a free blog. However, there are cheap WYSIWYG HTML hosting services, like Wix, so really, even if you're tech challenged, you can have a nice site. Again, I don't really have enough data on this to make a pronouncement one way or another, but I think it is a good thing to have a central location where readers can find you online.
20. Ecourses - I am IN LOVE with this idea. I have no idea how it will impact my book sales, or anything, but I want to do this SO BAD it hurts. Especially for THRIVE and SIX DEGREES. Maybe even a writing workshop. There are a lot of platforms out there on how to do this, and honestly, I think there are so many options for format, there's no excuse not to do this *if it works with your content.*
21. Streaming video - haven't done this, but I hear it's the next big thing. Periscope seems to be winning the platform war in this, but Meerkat is another option.
22. Make art - seriously. Visual interpretations of your work, especially in sci-fi and fantasy are great sales tools. I think DeviantArt is probably the place to make this happen and or disseminate. It's something I want to do, but haven't had time.
23. Bublish - haven't been able to do this because you need to fit certain criteria, but it seems to work for a lot of people.
24. Wattpad - hasn't led to many sales for me, but I do have several first chapters up (of older editions). Some authors swear by this, however, so you may as well try it.
25. Patreon - I want this work so bad, but I'm not sure how long it takes to get anything going. I think the biggest thing for this to work is to have some seeders to give you a little social capital. Also, I think being clear about branding is important for this to be successful.
26. Serialization - I have a LOT of work in the works. *Sigh* So again, this is one thing I want to do, that has worked for a lot of authors, but I haven't tried it yet (maybe on Patreon?).
27. Giveaways - I've done a lot of different giveaways at different times. It hasn't led to many sales or reviews thus far. In fact, I'm not sure what the point is of giveaways, unless it is the first book in a series of pageturners. Use at your discretion.
28. Contests - this is different than giveaways. Contests might involve winners pitching you a story they want you to write or getting a main character named after them in the next book. I think this is a good idea, but I'm not sure how much of a fan base you need initially to make the buzz spread. This might be for people with a second or third book, or it could be for someone who has a good set of evangelist friends.
29. Fan fiction - I've been told this is a REALLY good way to go. Pay homage to a series or a genre fav, and you're golden. I think this only works if you are actually a big fan and or you're trailblazing with the book in question (see: Wicked). Personally, I'm not sure I qualify in either of those categories....
30. Book launches - this works if you have your book set on preorder like 12 months out, and you have a team of people who are committed to selling you. I didn't have either of those things, so it didn't really work out for me. Note: The biggest mystery to me is finding true believers and or evangelists. If you have that on lock down, MESSAGE ME IMMEDIATELY! We need to talk!
31. Trailers - I've heard from multiple sources this is a waste of time and money....but...some people are determined to do it. I never have because of the former.
32. Advertising - I've read this is essential. I've also read it is a waste of time and money. I have no idea who is right. Some people this works for, others it doesn't. If you have the resources to commit to this, go ahead and try it. Facebook retargeting ads are supposed to have a super high conversion rate. Do a test run and let me know how it goes.
33. Free - give out some content for free. Some people swear by this, others are adamantly opposed. I haven't had very much luck when I've done this, so I can't say it was particularly worth it. I think the goal with free is to get reviews. If you don't get those, then....that sucks (unless it's the first book in a series, but that has been overdone).
34. Author/influencer blurbs - I've read of people having some serious success with this. If you know a famous author in your genre, or have a connection or whatever, try and get a blurb for your book and PROMOTE THE HELL OUT OF THAT SHIT. Ahem. I haven't done this, but there are a couple of authors/influencers I would die to have quotes from.
35. Get in a magazine - an essay, a short story, whatever.  I haven't been able to break into this yet, and it supposedly takes a lot of effort to convince the first magazine to take a risk on you (even if you follow all the advice columns). I have gotten a lot of kind rejections. That said, I think I'm closer now than before, mostly because of the guest posting I've been doing. I'm going to cross my fingers on this one and hopefully something hits me on the head.
36. Send press kits - if you live in a place where media outlets might actually publish your press release, do this. Even if you're not sure they will, do this. I haven't had any luck with this so far, but it's worth a try.
37. Hand sell - I've heard this works really well. If you have a stack of your paperbacks in your car, and have a good pitch or charisma out the butt, this will probably work for you (Shit, I really need to get a stack of my books in my car!).
38. More books - I've read it's good to have an entire library of books available for readers. I have a ton of books published, and many more planned. I don't know how well this works if you don't have a few beloved fans in your arsenal.
39. Coverart - if your books aren't selling, redo it. I just did this, and I'll let you know how it works out.
40. Categories - if your books aren't selling, redo them. I just did this, so I'll let you know what happens.
41. Jacket summaries - if your books aren't selling, redo them. I did this a little bit, but I think other things need to be at work for this to help sales along.
42. 2nd Editions - if your books aren't selling, rewrite them. I just did this with KHLOE ALWELL and when I'm finished editing ANDREW, I'll do it for the entire ROLLINS PACK.
43. Sell your soul - write a sellout book. I think there is something to this, but I still think you need other things in place for this to be successful. I'll let you know when I finally get BELOW THE BELT onto Amazon.
44. Stop worrying about it and just write - I've read this works for some people. I'm personally unable to do this...though I've tried.

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Did I miss anything? Let me know if you have any special techniques or strategies that worked for you. Also, when you try the above, TELL ME WHAT WORKED! I want all the juicy details!

The Benefits of Travel Journals (GSRG Blog Hop)

This was supposed to be here technically on July 12th, but I had a very traumatic and scatterbrained July 11th, so it ended up getting posted several hours early...so sue me. :-P

When I was eight years old, my parents took me out of school for a week in October. Though we would be on vacation, my mother, diligent as she was (and is to this day) didn't want me to fall behind in school. She asked my teacher for a packet of materials and negotiated a few special projects for me to complete, including a daily journal about my time away.

I still remember sitting at the wooden desk in the shore house writing in the tiny manila journal. I remember struggling for things to write and in the end, writing about even the most mundane parts of my day.

23 years later, I still journal when I travel. My journaling helped me process my unexpected and silly experiences while studying abroad in Hungary. Journaling helped me make sense of the paradoxical India while I lived there for six months. I journaled when I went to Great Britain with my family and when I went on a mission trip to Central America. Journaling helped me figure out my college experience away from home.

Why is it that decades after my week at the shore, I still choose to journal whenever away from home? Journaling offers an avenue for memory. Of course I can record anything and everything that happens during my time away. If I can't recall exactly what happened, I can always go back to my journal and see what struck me about the day or the week, or the month. I can remember the specific smells, sounds, and colors. I can remember the tour guide's name.

Another draw of the travel journal is introspection. Sometimes during travel strange things happen (like when the Chinese guys asked for English lessons in Hungary). Sometimes I experienced culture shock (like when the waiters didn't bring everyone's food at the same time in England). Sometimes I would find myself in situations and I wasn't sure what I thought or felt (like when I was being told I was getting married the next day in the Himalayas). It wasn't until I was seeing my words on the page that I was finally able to understand my response to my travels.

Of course, as a writer, there is an additional benefit to the travel journal that draws from the previous two. The travel journal is source material - glorious, raw, fantastic source material. Whether I use specific lines, situations, or locations, I can always check my impressions from a given place and time. I can always reference the things, though place them in a different context (especially when writing fiction). And there's the final potential use which is of course, the non-fiction book.

Even for non-writers, the benefits of the travel journal cannot be overstated. Years later, I still find myself rereading my journals - laughing at my folly or wondering how I survived the wilds. If only I still had my third grade journal. I wonder how much my writing has changed...

Goodreads Genre Group Blog Hop

I am thrilled to say that tomorrow begins a great blog hop in which I am participating! Its theme is "travel." Seeing as I have been flying and roadtripping since I was a toddler, I couldn't pass up the chance to join the fun! Below I have included the list of participating blogs and dates when they will be posting.

PLEASE make sure to check out some of the posts! And of course, check out mine on July 12th too

GSRG July Blog Tour Giveaway a Rafflecopter giveaway

Genre Specific Review Group Blog Tour Stops: July 6 - The Consulting Writer Author Susan Day Michelle Abbott's Blog Author George Thomas Clark July 7 - Marilyn Peake's Blog Author Jo Grafford July 8 - Plain Talk BM Author Domino Finn Author Stephanie Ward July 9 - Author Melinda Brasher July 10 - Author K. Chrisbacher Author Tim Stead July 11 - Author Jayne Blue July 12 - The Consulting Writer Author Alexis Donkin

Delusional: The Indie Path to Success

Now more than ever I think it's a good idea to "get right with God."

I'm not talking about God here.

I'm talking about...well...I'm not sure if I can point to any one thing, and yet it is very specific. I guess I'm talking about clarifying my professional focus in order to achieve success.

This is a process I've slowly been edging towards, and I feel like I'm coming to an "aha" moment about the whole thing.  I'm listening to/reading motivational speakers as well as thought leaders in my interest areas (writing, religion, parenting, etc). I've been reading marketing and social media gurus. Once again I'm thinking about revising my whole approach to writing (and potentially public speaking).

I feel schizo about it all. I keep having this same moment over and over again - this same quandry - and I wonder if I'm not avoiding the inevitable. I wonder if I'm not avoiding doing the things I should be doing.

In my head I have this ideal: I write. I get asked to speak about my writing. I write some more. I speak about writing more. People love me (and my writing). The end.

I've read from many authors all kinds of different thoughts on this. Some say just write. Just keep writing. Some say push social media. Some say have your own site. Some say do this, or that. Say this three times, spin around, while holding your tongue during a full moon.

Sometimes I think it's all bullshit - another person trying to sell their "magic bullet snake oil" for $385 an ounce. And I'm not having any of it.

But other times...

Today I have to question my previous conclusion. Maybe it's not all snake oil. Maybe I could be doing things better. Maybe I could research better, listen better, interact better. Maybe I could do more with technobabble and use all these crazy apps and sites to my advantage.

I could.

Ben Sweetland (my guru du jour) would say my Creative Mind will lead me to the right people, places, and actions to connect with my readers and grow my audience. Maybe coming across these things like socialmouths.com is happening because I should in fact follow their advice. I do need to implement something because in the past I was doing things haphazardly at best.

Let's face it...what I have been doing hasn't been systematic up to this point. In fact, much of it has been trial and error and a whole lot of stumbling (and I don't mean StumbleUpon).

I'll give you a run down of my marketing/publicity history:
- I started my blog.
- I started writing novels.
- I published my novels.
- I promoted them through Twitter (in a scattershot approach).
- I put links to them in my email signature.
- I started a second blog (Raising An Alien).
- I tried to set up a blogtour and wasn't able to get a hold of any bloggers from fantasy sites except one who only takes paper copies of books.
- I started my author FaceBook page.
- I tried some giveaways.
- I registered on GoodReads.
- I registered on blogger networks.
- I uploaded chapters free on Wattpad.
- I sent query letters to agents (over 30) and got one tiny nibble.
- I submitted short stories to over 10 literary magazines which were all rejected.
- I even offered to do Indie author book swaps to trade reviews.

Most of these things have resulted in little to no increase in sales. Frankly, most of them resulted in next to no responses. When I read through this list, it's a wonder I'm still at this at all.

To be fair, I have sold some books. I've more than paid for the monetary costs of the books. But I'm not yet anywhere close to where I want to be as a writer.

When I read articles by different people saying how much they didn't do, or how much they did, I have to wonder what the hell is going on!  It appears to be a total and utter crapshoot who finds success and who doesn't in the indie author world (in fact many authors say just that - just check out the ALLI site! I'm on my phone and don't have the link so humor me and Google it!).

My next attempt in this game, probably should have been my first. I'm going to listen to my audience and try to meet them where they are. I'm going to try to get my books in a few influential hands. I have a feeling this will be more successful than my previous plays. But if it isn't, I'll just go back to the drawing board because I've come too far to fail. That's just not happening. After all this, I deserve to be successful. I will win.

Book Bloggers Review Selfies!

Normally I wouldn't post twice in one day on the same blog, but I can't help it. I'm pissed.

Alright, a little annoyed.

Okay, maybe disappointed and disenchanted.

Probably all of the above.

I've been going through YA book blog after book blog looking for potential matches that would work to help promote JEREMIAH on a blog tour. I like JEREMIAH. I think it's a good book. I think it's worth reading, if only because of the themes, but I also think it's fun.

I am astonished at how many book bloggers will POINT BLANK refuse to take on independently published books. Then, I'm equally surprised to see how many will only take paper and ink ARCS for review.

Sorry guys, but I think you're missing the boat here. Let me explain.

While there are many books published by large and small houses that could use a little promo, independent books are a special breed. They need extra love and care. They are hard to find. They defy publisher convention. They are worth checking out.

Yes, some of them are editing disasters. Some of them didn't get spellchecked. Some of them have the plot or character development of a 5 year old writer. I will warrant that. HOWEVER, don't judge a book by its publication.

There are a LOT of good independent books out there, and they need love. How does a book blogger find such things? Well, that's the problem isn't it? Book bloggers can take the easy way out and limit themselves to only reviewing or accepting traditionally published books. And I understand the desire for easy. Most bloggers only blog as a hobby. I get that. However, there has got to be a way for bloggers and writers to find one another that gets everyone what they want - good books the exposure they deserve. If I come up with a solution to this dilemma, believe me, I'll post all over that shit.

Now, let's move on from the issue of the independent author who has been rejected on the basis of their independence. Instead, let's talk about the issue of digital versus paper.

For a traditionally published author, paper may not be an issue. They may have prepaid stacks of books at their beck and call. I don't know. I'm not friends with any and I myself am not one. Yet even for the independent author, someone with a more established writing career may be able to front the dough for ARC after ARC to go to bloggers. But what about the little guy?

Speaking as someone on the low end of the totem pole, I don't have that kind of cash at the moment. Paying for each and every paper copy of my book is a little intense. Currently I'm trying to feed myself (and my baby). I can't pay $10 to send 20 ARCs out to book bloggers. It's financially impossible for me. That's a mid-range car seat right there. That's a brand spanking new Hypnobabies home course plus a hand breast pump. As much as I would love to send out paper ARC after ARC, I just can't.

Even if a blogger says they accept independent authors, when they say they only accept paper books, they are kind of lying. A huge swath of struggling writers who could have genuinely good books are taken out of the potential promo pool, making it even more difficult to get their books a few good readers.

So what is an independent author supposed to do? Well, I'm trying to find the few bloggers willing to give me a guest post here and there despite my rejection on the basis of my publishing status (wow, that makes me feel all Jim Crow!). I'm also planning on doing a few fun things on Goodreads and also (finally) on Facebook.

I've done my research. I'm pushing forward despite everything.

I am indie, hear me roar.

SWC - PR Boot Camp

I feel like I'm going through publication boot camp I'm learning so much so fast! Then again, that was what I expected and needed considering my time limitations.

So what did I learn this week?

I learned that press releases don't have to be for book launches. They don't have to be related to a specific event. They can just be related to a book being published. I know, it sounds elementary to some of you, but it was eye-opening to me.

Even press releases need cool headlines. This is how you attract people. The headlines necessarily need to hint at an angle, and the better the angle, the more likely it is you'll get some kind of press for your book.

I figure between the content of JEREMIAH and my crazy summer publication plan, I'll get at least a couple bites at least locally, even if not on a broader stage. Still, every little bit helps and I'm all for whatever I can get publicity wise!

On top of my discoveries about press releases, I was able to find a wealth of blogs to contact about hosting posts for my blog tour. I finished polishing JEREMIAH and prepping the manuscript for Smashwords. I made some last minute touches to the cover art. I even wrote 4 guest posts in preparation for the blog tour. My goal today is to contact 5-10 bloggers (which I hope to do this afternoon) and hopefully finish the bones of my media kit. Is this a lot? I'm reading this and I think maybe it's a lot. In any case, I'm beginning to feel like I have traction.

Today I *really* feel like I can do this. It's a great feeling.

How to Set up a Blog Tour: Part 1 - Site Collection

This is a new beast for me. I expect I may run into a few snares. That said, in the past week I've been collecting the most important thing I need for my marketing blitz this summer - blog sites.

I started off with a database, but that didn't really work out too well for me. Honestly, if technology isn't intuitive at this point, I doubt I'll bother using it (Incidentally, if you know some database software that is intuitive and would work for a luddite like me, PLEASE SHARE! Don't keep that to yourself! Independent authors are COUNTING ON YOU!).

So I moved on to my stand-by - the spreadsheet. I know, it's the building block for a database but without that extra know-how (and the time that would be required to acquire it) the database business is dead to me.

Already I have quite a collection of blog possibilities for 2 of the non-fiction books, however researching the sites for the buying-local book tour made me realize how much more I need to do with that manuscript. I'm not sure how much I will be able to finish before summer's end, and I'm also wondering how national (or international) I should be with a blog tour that is concerned with buying locally.

I'm realizing now the irony in me, a person who has lived in so many places, without roots in any, producing a guide to local economies. Weird.

In any case, these I felt pretty confident in collecting. While most non-fiction sites are unfamiliar with blog tours, I feel pretty confident in my ability to education potential hosts on their purpose and the benefits of hosting. However, when it comes to my fiction books, I'm a little wary. Will enough bloggers be interested in hosting my tour? There are so many novels and so many people pleading for face time I wonder at my ability to be attractive as a guest post and/or regular post for fantasy, YA, and science-fiction bloggers.

The worry is imagined. It doesn't matter. What will be, will be. While I'm collecting blog sites, I'll work on different guest posts in order to have them ready to go in advance (along with any media kit items that may be necessary). Once I have a healthy list of prospects, I will begin contacting them for the tours. If they say no, I'll move on. If they say yes, I'll put them down on my list and ask what type of post they'd like to have (book review, interview, or a guest post). Then, at least a week before the post is due, I'll send all necessary materials (unless they request things beforehand).

And Bob's your uncle.

I'll be honest, I'm REALLY excited about touring for JEREMIAH. I've been polishing up the book (less than a quarter left) and then I can finish the cover art and add a few touches to the manuscript for Smashwords. Once that's done, the book will go up. I'm thinking I'll do that when it is finished regardless of when the blog tour happens. I think if I am too attached to dates I'll get more stressed out. I'd rather have a book out and jamming on Goodreads (another marketing effort I'll talk about at another time) than just sitting on my harddrive waiting for a blog tour to happen.

I say this because I'm going to ask people to do a blog tour in about a month - I mean, in a month's time I'd like the tour to start. That may be too soon. I don't know. I might be crazy, but the whole summer challenge has been a whirlwind of crazy...and frankly, I'd rather whip it clear into Oz.

What has been your experience in setting up or hosting blog tours? What were your stumbling blocks in soliciting hosts or in hosting? Do share!