I can’t count the number of times I have heard indies talk about getting a return on their investment when it comes to advertising. Most people consider an ad successful only if they make more money from sales of their books than the ad cost them.
It’s undeniably great when that happens. But that’s not what marketing is for. Marketing is not for selling stuff – at least, not directly. It’s for making your brand so familiar to consumers that they will decide they need whatever it is you’re selling.
A single ad does not familiarity make. There’s an old chestnut in the marketing business that it takes seven contacts with a prospective customer before you will see any results. In general, someone needs to see your novel seven times before they’ll decide to buy. The technical term for this is “effective frequency” (also known as the Marketing Rule of Seven). Continue reading “The Name on Everyone’s Lips: Effective Frequency”
A while back, I attended a festival of romance. It was one of those events where authors get together, mingle with publishers, sell some books, make connections and so on. There were workshops and other events where we got to meet and greet.
One of these events was a readathon. It was staged in a shopping centre. The idea was for a steady line of writers to keep an audience entertained with excerpts from our books. In reality, most of the public was more interested in shopping and ignored us. One writer, however, grabbed their attention. She belted out Jon Bon Jovi’s Living on a Prayer ahead of her reading. People came to a rapid halt and listened. It was a crowd stopper. Continue reading “Attention-getting Tactics for Authors”
I’ve been a member of StumbleUpon (SU) for years now. I can’t remember how I found it, but it seemed to me a good place to spread the word about my blog posts. SU (no, no relation to IU) now has over 25 MILLION members, or Stumblers, as they call them, making it a platform worth exploring. Continue reading “Tuesday Tutorial: StumbleUpon”
One very important inexpensive marketing tool indie bloggers don’t talk about enough is the simultaneous publishing of both electronic and paperback versions of books – ebooks and pbooks.
A study by The Pew Center indicates that 19% of adults in this country now have tablet computers and 19% have dedicated ereaders. These numbers are up from about 5% in 2010. That’s remarkable.
But these statistics still mean that the bulk of the population doesn’t own technology designed to optimize the digital book reading experience. For this reason, indie writers should seriously consider making their next novel available as a paperback as well as an ebook. Such a move expands the reading market significantly. There are dozens of Print-On-Demand (POD) companies out there offering a variety of support services (to get started, check out one list here) to support indie writers who are so inclined. Continue reading “The Portable Advertisement by David Biddle”