Authors learn about book marketing by researching, consulting the pros, and doing. Trial by error is the most common approach.
But if you can take some pro-active steps, I would suggest that you:
· See what the media is actually covering and find ways to package your message in an appealing fashion.
· Know your direct competition and see why they may be viewed as better – then work hard to counter such assumptions.
· Learn a little about a lot – look at media that covers topics, events and people that have nothing to do with books or your area of expertise. You may get some ideas of how to pitch yourself.
· Observe other industries and how they market people, products, or events. Can you take some of those principles and apply it to yourself?
Authors who work at promoting themselves will ultimately succeed. It’s a numbers game. The more you do, the better chance you have. However, that’s predicated on your doing the right things and doing them well. If you pour your time into something that’s not useful – or into something relevant but in an ineffective way – you will not go far.
Another way authors become better book promoters is to hire others to help them. A professional can consult with you or execute areas of your marketing, social media, publicity, speaking, or advertising so that you can focus on other areas. Their success can give you a boost – or a head start – and help you get to the next level.