Marketing a book

Introduction

Like many unsuspecting and naive aspiring authors, I paid no attention whatsoever to the concept of marketing my book when I first began to write it. It was a passion project and my only real aim was to attempt to get it published.

In this blog, I'm going to explore marketing one's book - what I have learnt, what I am happy to do, and where I have decided to draw the line.

Marketing is all about satisfying and retaining customers, about promoting a product and selling it, and about being on top of the right kind of publicity for the targeted customer. It's a cut-throat tough business. Writing literature, on the other hand, is an artistic, creative pursuit.

But nowadays, an author is increasingly expected to be able to market their work as well as write it, and this involves a completely different set of skills. Unsurprisingly, many authors turn to marketing experts to support them in this endeavor. But what is the right way to market your book? How long should you do it for? And where can you turn to for the right support? It's a minefied!

I've done a lot of publicity and marketing in my working life, but marketing your book is effectively marketing yourself; you are trying to get people to buy you as much as your book; you are a commodity, a brand even. I feel very uncomfortable about that, and I know I'm not the only one. It's like shouting "Pick me, pick me!"

It was only when I signed with my publisher that I really started to think about marketing, as we began to discuss who would do what when it came to preparing for the book launch and beyond. Yes, I was very naive. They would lead on doing a press release, Amazon advertising, contacting book shops and a promo video, but they don't have much of a social media presence or the capacity to do a lot of ongoing marketing. I was OK with that as I appreciated the quality of editing support that they provided.

Before Publication

My first steps were to set up a new Facebook author profile as Em Buckman (my pen name) and to join numerous author-y, writer-y Facebook groups as Em. I learnt A LOT from these groups about marketing, but I also found it really quite daunting. So I started small, contributing to conversations in the groups and trying to gain a few followers in the process. Anyone who is on these author groups is at least partly there to try and garner some support for their own work. But the groups are also genuinely useful places to pose questions and share things that have worked.

Once my cover had been agreed, I immediately had some merchandise made: bookmarks, pens, stickers, fridge magnets and mugs. The cover design lent itself beautifully to this, as my very talented graphic designer husband created such a strong image. I had a brand! I began to use photos of these items in my social media posts and started carrying round the bookmarks to hand out to anyone who took the slightest interest in the book. This included several local businesses, (hairdressers, cafes etc) who agreed to stock read-only copies in their establishments as well as give out the bookmarks.

I reluctantly began using Instagram, Twitter/X and Tik Tok for the first time in my sixty-year history. These media felt alien, but this was supposedly the done thing, so I did it. Progress on all these was much slower than on Facebook, probably because I didn't invest the time and effort necessary. So, in an effort to get a bit more exposure, I dipped my toe into the treacherous waters of Facebook advertising. I wrote what I thought was an innocent enough little advert about my book, about accepting ourselves and others, and I used words that are familiar in the LGBT+ world.

Oh my goodness, the torrent of insults and hatred that I got back. It was truly shocking, and triggered my anxiety hugely. I almost decided that I couldn't go ahead with publishing because I couldn't cope with any more backlash. Then I realised that the backlash was exactly why I DID have to carry on. But I needed to be much more careful. The upside of all of this was that my little ad had a reach of 30,000 in two days before I took it down. There's no such thing as bad publicity, right? Maybe. But it did take its toll on me personally.

Then I was approached by a film-maker! My book wasn't even out yet, but she had overheard me in the hairdresser's talking about it, and wanted to set up a meeting. I was beyond excited, imagining that this was the big break I hadn't even dared to dream of. We talked about making a film, about doing an audio-book, and about doing a podcast. My publisher then agreed to a three-way meeting, during which we received a sales pitch; unfortunately, it transpired that I would have to fund all of these projects, including buying all the podcast equipment. I was cross with myself for being naive yet again, and this experience threw me a bit.

Getting reviews before publication was something my publisher urged me to to. They set up the necessary page on Goodreads and I offered the manuscript out to my beta readers, sensitivity readers and to the friends and family who appeared in my book, so that they might write a review if they felt so inclined. I was delighted that quite a few of them agreed.

Feeling full of imposter syndrome and unconvinced that I had written anything of any worth, I went ahead and sent signed copies of the book to well-known figures who appear in it, hoping for engagement of some kind. Most had to be contacted via their agents, and I didn't get any response, but one person asked me to send the book to his home address, and that was LGBT+ / human rights campaigner Peter Tatchell. Then, without any prompting, he offered to endorse the book. He took time out of his ridiculously busy timetable to compose a tweet with me, an unknown figure, and spent a week advertising it on his X page. What a true gent.

Another well-known figure who had been sent the press release rang up and asked for a review copy. We haven't heard anything back from her since, sadly.

Publication

Publishing day should perhaps have been a day focussed on the book. But in reality, I needed a break. Literally, I really needed to get away. I had worked myself up into a bit of a state about the book and whether I was entitled to call myself an author. My husband took me away for a few days to a wonderful country house hotel, where we celebrated my 60th birthday and the publishing of my book with no fuss, no fanfare. Just dinner for two with a bottle of pink champagne.

Within a couple of days, and after only three reviews on Amazon, my book was Number five in its genre! What??? I was as high as a kite, thinking I must have sold hundreds. Turns out, you can be number five in this particular genre by not selling very many at all. But I shared the image proudly anyway, hoping to garner some more sales. My publisher urged me to ask friends who had bought or read the book to post reviews on Amazon. I didn't like doing this, but did do an ask via social media and private messages. Some people responded straight away, some ignored the message and some said they'd do a review but then didn't.

A lot of authors host a launch party for marketing purposes and potential sales, but I didn't want to do that; instead I held a little party to thank people whose stories appear in the book, and others who had helped me during the writing process. Everyone who attended got a free signed copy of the book, and a goodie bag. I used photos from the party on my social media, as my Facebook page was beginning to get some followers. As it happens, some of my friends have bought copies anyway, to gift to others.

Post-publication

Several people recommended getting on a podcast. I approached an old college contact who runs a podcast, and he was very keen, so we started to plan. It then transpired that it would cost me a lot to appear on his show. I thought I would be his guest!! Again, how naive. He explained that a mutual friend of ours had paid to appear. Then I found out that he doesn't charge people who are well-known. This left me feeling very uncomfortable and if I am honest, a bit annoyed. So I declined. Another offer came long soon after from someone I met through a Facebook group and who was just starting his own podcast. No charge, and it was good fun to do.

At the same time, I approached a small online magazine and they asked me to write for them, so I signed up to write them four articles, all of which would expand on themes in the book. I didn't know I would get paid for this, so when a small fee appeared in my inbox, it was a pleasant surprise. I had thought I would become a regular writer for them, but after four, I felt I had done enough as it wasn't a very well organised set-up and I'd rather make an effort elsewhere.

A couple more Facebook adverts followed, this time much more targeted, but they had very little effect, so I approached a marketing company that my publisher had heard good things about. I spent money on a professional Facebook ad but in reality, the result was no better than what I could produce myself. Still, I was promised that this ad would be widely shared. The result - an actual fall in sales!! The marketing company then offered to continue to promote me and the book for free through LGBT+ History Month, which was in February. They encouraged me to have a website and write some blogs. I would need to act fast!

I'd already started wondering if having a website and doing a blog would be a good idea. I asked all the Facebook writers' groups, and got answers ranging from declaring categorically that no-one reads blogs anymore, to enthusing that it was a wonderful idea and it would be really popular. I researched which host platform might work best for me, and chose wix. I spent a few days harrumphing and getting stressed as this old brain tried to learn a whole host of new tricks, but it gradually became easier to navigate my way around and after a couple of weeks, I was ready to launch for LGBT+ History Month. Having a blog post and a website to direct people towards immediately made life a LOT easier in terms of marketing as everything was in one place. I sent off a couple of blogs to the marketing company and others I just advertised myself on my social media. I gained more readership from posting them myself than by going through the marketing company - now of course, this could be because the ones I posted myself were better, or reached the right audience or some other reason....but in any case, I decided not to work with the marketing company after that.

I posted LGBT+ themed blogs throughout LGBT+ History Month. Then the row between India Willoughby and JK Rowling erupted and hit the press, so I wrote about that and reached out to India Willoughby. She re-tweeted a link to the blog and this had a reach of thousands in less than an hour and gained me my most read blog yet. I also write blogs about mental health and about writing and publishing a book, hoping to attract readership for one that might lead to a person exploring another theme. I don't have a newsletter for people to subscribe to, but they can sign up for email notifications about new blogs.

The bookmarks ran out, so I had another lot printed, this time with a QR code linking to the website, and with some updated reviews. By now I had some really good ones, and from people I didn't know!

I found out via a Facebook contact who started following me on Instagram that the book had been nominated for a book award shortly before voting closed, so another frantic round of messages and pleas went out to friends and followers, begging them to help by voting and sharing the news. Again, some people were brilliant, and others ignored the message. I decided I should probably stop asking any more of my friends as it was getting embarrassing. I thought I'd annoyed people so issued another message in the form of an apology. I have never been a woman brimming with confidence!

I gave a talk about the book to a local gay men's group but again, embarrassment and imposter syndrome got the better of me, and I didn't take along any books to try and sell. In fact, I gave away stuff! I've since found out that at least one of them has bought it, and that they all thought the talk was good. I am hopeless.

My local independent library did gladly accept a copy - I reckon they accept anything they are offered to be honest, but I tried to be proud and happy. I was thankful that the bright yellow cover could be seen across the entire library - it certainly stands out.

You just never know where that break might come from. I continued to ensure I had a presence on lots of Facebook groups, and taught myself the basics of canva so I could start making my own social media posts a bit more attractive. I accepted that I really dislike X and Twitter - they seem to be quite toxic and everything is so fast and loud. I am not fast at all these days, nor do I want to be involved in shouty self-promotion. So I concentrate on what I like doing, what I can get some satisfaction from. My Instagram follower numbers are growing at a snail's pace but they are growing. And some of my followers are quite high profile figures in the LGBT+ world.

As a commodity, other people want to cash in on you. Putting yourself out there inevitably attracts the wrong kind of attention, and I've had to deal with countless scammers. In addition to the people already mentioned who wanted money, there have been so many messages offering me marketing expertise, sometimes several a day. Many of the Facebook groups prohibit members from unsolicited direct messaging, but they still get through, posing as well known authors or marketing experts. One even professes to be a professor. Sometimes I have a little play if I have nothing better to do, going along with their too-good-to-be-true offers. I once strung someone along for two days - saving them from bothering other people while I was pretending to be a customer. But most of the time, I just block them.

The opposite of that scenario is making a huge effort to engage and not getting any response at all. That happens a lot too. For context, in the UK, we don't have Barnes and Noble shops or book fairs where local authors can promote their books and do signings. There are a few literary events but these are usually high-brow affairs reserved for famous authors, to attract punters. If you're published with a small indie publisher, you are pretty much on your own over here, that's just the harsh reality. I've applied to all the literary events and haven't had one response. There is an LGBT+ event, but I don't fit the funding criteria for their current tour.

None of the bookshops responded to the approaches made by my publisher, so I contacted several of them myself and also braved going in to my local branch of Waterstone's as individual branches can order local author books. I left a copy of the book for the manager and some freebies, and when I went back on a day that the manager was in, all the staff were using my pens! The manager said to leave it with him.

I continued to try and connect, whether it was offering to write articles for online magazines, commenting on social media posts, sending out more review copies of my book, writing my own posts, or giving out bookmarks. I made myself do something every day.

Every now and again something happened that I thought might get me a break - remember the Facebook friend who alerted me that my book had been nominated for an award? She also alerted me to the fact that I had won it! So I can now say I am an award-winning author.

Winning this one boosted my confidence a bit and I've entered three more. One of these is the Readers' Favorite Award in the US - you post a link to your book and their reviewers choose whether or not to offer a review. I just got my first review and it was a five star, so that's giving me some hope.

HOWEVER.....

After four months of this, I was exhausted and stressed. I hadn't anticipated that I would end up so deeply involved in this marketing malarkey. Of course, no-one is making me do it. I could just stop, like a friend of mine did after a few months; he too felt burnt out by it. But I have felt compelled to try. There are several reasons: I am told that the book is very good; I am trying to raise money for charity (all my royalties go to charity); and I am passionate about getting the messages in the book across, especially at a time when there is a lot of hate speech against LGBT+ people, in particular against trans people, and when discriminatory laws and guidelines are seeping back into our society.

I asked the Facebook groups how long other people keep going with their book marketing. The general consensus can be summarised in this one comment:

"FOREEEEVER!" Another common theme was "Four months? You've only just started!"

Blimey. OK.

Conclusion

I've done a lot already, I know that. And I also know that there's more I could have done, especially in terms of selling myself. I have a new marketing plan, and at the moment, I am telling myself I will commit to it for two years. I have a combination of different strategies, including more of all the above. Some of it is low level, and some much more strategic; as I said, you never know where a break might come - this is not an exact science. Whilst I am good at planning and carrying out these various tasks, I am crap at self-promotion, I just have to accept that. I will do what I feel comfortable with but I'm not going to induce my severe anxiety by pushing myself too far; by asking too much of myself or of others.

I'd love to hear from you in the comments section.....did any of this resonate with you? Have you got any other ideas?

Bent Is Not Broken. Buy the eBook (various platforms) or get the paperback on Amazon via:

www.books2read.com/BentIsNotBroken

***Queer Indie Awards 2023 Winner:

Best Non-Fiction***

***Readers Favorite Five Star Award***

To read more blogs about about LGBT+ culture and history, and to find out more about the author, head to www.bentisnotbroken.com