Presentation for the 2014 Chicago Writers Conference: Painless & Fun Book Marketing Tactics for Self-Published Authors.

1. Painless & Fun Book Marketing Tactics for Self-Published Authors
Paula Krapf, Marketing Expert
Oct. 25, 2014
Conference PowerPoint and handout are available at: http://www.slideshare.net/paulakrapf
Want to depress a writer? Just mention marketing. It's the bane of many a writer's existence.
And yet: YOU ARE CREATIVE PEOPLE. Marketing can be creative, and even enjoyable. Not all the time,
but just think - you get to create something FOR people, and part of the reward is getting to interact
WITH them.
Think beyond social media, book reviews, interviews, blogging, etc. These are all important and should
be part of your overall marketing plan, but today we'll focus mainly on other tactics and strategies. Book
sales are a great goal, but it's not the only goal, and you want to make sure your marketing allows you to
truly connect with your fans so you can build a fan base that will follow you from one book to the next...
Let yourself have some fun with your marketing! Start by creating a marketing plan. This does not have
to be a formal document but your marketing will be more effective if you set some goals. The goals will
guide you, and your plan will become a great brainstorming tool. Add to it as you discover what works
(and doesn't), include new ideas.
Marketing is a marathon, not a sprint. Take time to do research and plan before you get started.
Themed merchandise
Bookmarks, stickers, swag (t-shirts, pens, tote bags), bumper sticker, other themed merchandise. If you
and your readers are familiar with QR codes. Think of how you can share these things - can you drop
some off at a local coffee shop, share with local book clubs, etc.?
You can always take it a step further. This is from the retail store of author Jane Rylon, who has created
some really fun merchandise. And Mr. Rylon has become very involved in this end of things.

2. Swag
Going beyond traditional items like we've covered, what about playing cards, or an online game or quiz?
You can really have fun with these. Author Christina George created these playing cards for the
characters in her book. She used stock photos for the characters, and each card has some info on the
character. Reviewers who enjoyed her book found themselves getting these cards in the mail as a
surprise thank you gift, and they were delighted!
But, this can work for nonfiction as well. Penny Sansevieri, CEO of Author Marketing Experts, used the
concept to help promote her ebook, How to Sell Your Books by the Truckload on Amazon.com. Each
card has a different tip, and she hands these out at speaking engagements. People love them, and what
a great way to share your expertise!
What's in Your Backyard?
Local: coffee shops, bakeries, book fairs, local school events, local or regional fairs, gift shops, craft
stores, wine shops, farmer's markets... many small business owners are open to supporting another
small business (that's you). You never know until you ask! Some might be willing to sell your book on
consignment.
 All Chocolate Kitchen hosted an event for a book set in Paris, where chef Alain Roby trained.
 The Sugar Path bakery hosted a YA book launch for The Pentrals
 Charlie Mac sold copies of his Butch Cassidy & the Sundance Kid update Legends Lost at county
fairs in Colorado
Think about the topic of your book, the setting, etc. and brainstorm potential tie-ins. This could be
retail, nonprofit (museums), groups and organizations....
Hit the road (sort of)
Think regionally - festivals, fairs, kiosk at a mall with other authors.... other authors are not only
competitors, they can be collaborators. Avid readers, the ones you want to become your fans, are
always hungry for books. Why not help them discover you - and other authors, too?
(Note that while romance and thriller genres are hugely popular the downside is getting discovered. It's
no surprise that low-priced ebook collections do well with readers, who discover new authors and seem
to have no problems paying full price for an author's work once they've had the initial exposure).
BookBub survey: They Buy Full-Priced Ebooks
While bargain readers are price sensitive, most don’t exclusively download discounted books. Over
three quarters said they also buy full-price titles, supporting the idea that many of them have disposable
income and are willing to spend it on books they love.
They Become Loyal Fans

3. Over 60 percent of the readers we surveyed said they’ve purchased other books by an author they
discovered through an ebook price promotion. So once you hook a reader with a discount, they’re often
in it for the long haul.
They recommend books to friends
Go to school
What about talking about writing or marketing to a local college? Offering to do an event for a school?
School PTOs are always looking for program possibilities so if your book fits, start local and see what you
can do.
Join the club
What about local book clubs (if they aren’t open to your book perhaps you could lead a discussion on a
book that influenced you or that you love), or children's storytime at libraries or bookstores?
Consider bulk sales: Author James Ross sold his golf -themed fiction book, Lifetime Loser, to a golf
association to use as swag in the annual conference gift bags. Talk about great exposure!
Mail-order and bulk sales
Approach Catalogs/Gift guides; you can search these directories and sites:
http://www.retailonlineintegration.com/buyersguide/
http://www.catalogs.com/
http://www.taylorgifts.com/
http://www.mileskimball.com/
http://www.signals.com/
Bulk sales: Make a list of organizations, associations and groups that may be interested in buying your
book in bulk. Start local with a Google search of your city name and your key words. Then go state -wide,
then regional, etc. Offer them a discount on buying your book in larger quantities. Take the time to get
in touch with those potential “big buyers” and see what you can do.
Bulk sales to mass merchants
* Approach associations or groups who might want to buy multiple copies for giveaways/promotions –
this is a strategy worth considering once the online goals have been achieved.
http://www.marketingsource.com/directories/associations/us

4. Special events
Beyond the bookstore - spas, wine stores, food-based events (reading and food go so well together but
perhaps your book even has some food references that can help you establish a theme).
There's always a holiday. Really!
Tie promotion into holidays. October include: Caffeine Addiction Recovery Month, Country Music
Month, Financial Planning Month, National Cookbook Month, National Sarcastic Awareness Month,
Sausage Month, Vegetarian Month... and there are weekly and daily observances.
 Internet Day: Oct. 29
 National Cat Day: Oct. 29
 World Psoriasis Day: Oct. 29
 Checklist Day: Oct. 30
 Create A Great Funeral Day: Oct. 30
 Devil's Night or Mischief Night: Oct. 30
Get fans involved
Join the conversation - Goodreads, LinkedIn, KDP forums. That's where many authors lose steam. They
sign up, create an account and then disappear. But fans hang out on these sites and you can get to know
them, and vice-versa. Build the relationship by making things fun for them.
Christina George asked fans who they would cast in a movie for her book... no, she doesn't have a deal
but a girl can dream, right? And so can her fans!
She also held a contest where readers could win a $25 Amazon gift card - all they had to do was submit a
photo of where they love to read their books.
What about a game? Here you can choose your own mystery. Nonfiction authors can use the same
concept to teach, share, and inspire.
Donate
Donate your book to hospitals, shelters, motels, churches, libraries, doctor/dental offices, hair salons,
organizations or clubs.
Be exclusive
As you build your fanbase, find ways to reward them. Swag is nice. Advance sneak peeks. Sci -fi author
Hugh Howey sent a usb to fans with some advance material for a new book. It doesn't have to be so
elaborate, but as you collect fan emails (you are building a mail ing list, right?), use that list to give those
fans little rewards. Deals, specials, free content, and more.
Now it's your turn to brainstorm!

5. Questions to ask about your readers (to help you find and connect with them):
Geographic –
 Where do your potential readers live (now, previously)? Country, region? What language is
spoken?
 What is the climate like? The seasons?
Demographic –
 What is the age, sex, race or ethnicity of your readers?
 Education level?
 Occupation or employment?
 Are your readers married? Do they have kids?
 What is their religion or religious affiliation?
 Generation? Baby boomer? Gen X? Gen Y?
 Nationality?
Psychographic –
 What type of lifestyle do your readers maintain?
 Their social class (lower, middle, upper class)?
 Do they live in an urban or rural environment?
 What is their health like?
 Background or upbringing?
 What are your readers’ goals, beliefs, interests, habits, values and attitudes?
 Any subconscious emotional associations?
Behavioral –
 What occasions are important to your reader?
 Are they loyal (already fans of your genre/topic)?
 What’s their motivation?
 Where are they in terms of readiness to buy? (Already read the first book in your series?)
 What are their buying patterns? (Buy on impulse, or look for value?)
 Where and how do they read? (Mobile? Ebook vs. print?)
Additional considerations
The setting of your book, plot twists, your character's interests or occupations may also guide you.
Marketing plan, part 2
Also research your competitors to see what they do, and how.

6. Miscellany
Add #AmazonCart to Amazon linked tweets and if someone replies, your book is automatically added to
their cart. Or use #AmazonWishList
Use your book wisely - at the beginning and the end have any of the following: list of your other books,
your website, social media, and your contact information. At the end include a letter to readers thanking
them for reading the book and asking for feedback (aka a review). In ebooks make sure these are all
clickable links.
Good links:
These are links to sites with good information on book marketing, social media, and strategies for indie
authors.
Holidays: http://www.brownielocks.com/
http://kelsye.com/book-launch-checklist/
http://www.aerogrammestudio.com/2013/03/12/100-twitter-hashtags-every-writer-should-know/
http://allindiewriters.com/71-tools-and-tactics-for-your-book-marketing-plan/
http://www.authormedia.com/89-book-marketing-ideas-that-will-change-your-life/
http://www.yourwriterplatform.com/promote-and-market-your-book/
http://www.digitalpubbing.com/freebie-strategies-for-indie-authors/
http://socialmediajustforwriters.com/target-your-readership/
http://www.writehacked.com/marketing/give-your-book-away-for-free/
http://www.yourwriterplatform.com/author-website-traffic/
http://www.digitalpubbing.com/7-strategies-and-94-tools-to-help-indie-authors-find-readers-and-reviewers/
http://unbound.bookbub.com/post/87615381745/11-things-you-dont-know-about-bargain-ebook-buyers