A Promo Primer for (Newbie) Self-Publishers

When working on a new novel, I sometimes assume the role of Lot’s wife and take a look back. I don’t turn into salt, but it’s an opportunity to play: If I Knew Then What I Know Now …

Excitement breeds distraction—and the internet breeds too many things to name. So much comes after writing ‘The End,’ it becomes easy to lose focus. And when writers lose focus, they begin spreading themselves thin by taking on multiple after-The-End tasks. Multi-tasking is one thing; crazy-tasking is quite another. This is especially true of newbie self-published authors (I should know).

So, the book is ‘finished,’ and now it’s time to shout about it. Excitement reigns. It’s been a long road to ‘The End.’ There’s Facebooking and Twittering and blogging and Pinterest-ing and (online) book touring and LinkedIn-ing (not a word, I know; just go with it) to do. There’s signing up for this promo service and joining this online publishing group. Oh, the excitement!

And thus, one is all over the place—spreading themselves too thin with all of the distractions pulling attention away from what one needs to be doing: staying disciplined, staying … well, … focused.

A Personal Prologue (of sorts)

In the beginning (back in the day), I was all over the place. I had the all-sizes-fit-all marketing plan, chasing after every shiny new book-publishing whatever. So, yes, mistakes were made. To begin, LSB wasn’t ready for anything other than more editing. My cover essentially still occupied the ‘concept’ stage (and that’s another area I’m not even getting into, here). There were other missteps, but I remember those topping the list.

There are proponents for building ‘buzz’ while you’re finalizing your work. Some proponents advise building it before you even write your book (never understood that one). In any event, this is where major planning comes into play, considering variables which can negatively impact a book’s release. A fully organized approach or one more haphazard and spontaneous is a matter of preference (of course). I learned the hard way to stick with what works best for me. 

When it comes to spreading word about your book, newbie authors should take baby steps. Not that I’m ‘full grown’ with this promo-thing, but I have learned a thing or two. And hey, even toddlers can ‘teach’ babies, right? So, here we go …

Come One, Come All (Not)

1) The givens? Quality editing, cover design, book design. It may require hiring professionals, so budget for this if possible. Converting your word processor file into an Adobe pdf file and considering that ‘ready for distribution’ is not what we’re after here.

2) The ‘All-Sizes-Fit-All’ marketing plan is definitely not the way to go. Before you can even formulate a plan, identify your target audience. Here’s a hint: your target audience is not ‘all readers,’ nor is it ‘all women’ or ‘all men.’ No matter how well-written your masterpiece is, your book is not for everyone; genres have categories or sub-genres for a reason. You’ve likely written your book with a particular reader in mind. Apply the five W’s and the ‘H’ to that reader and you’re on your way to identifying your audience. Your marketing plan should then be tailored to how your audience moves and shakes in their reading world which, of course, requires even more research.

3) Understand terms like metadata, keywords, branding. I’m still working on the best fit for some of this myself—because aspects of these change/fluctuate over time.

Getting Social

4) Before signing up for every social media platform, know what your own platform for your book is. Why have you written the book, and why are readers going to dig what you’ve written? Your platform incorporates your passion for writing but takes it a little further.

5) Work one or two of the main social media platforms. If you’re green with social medial like I was/am (the tide shifts on this one daily), one or two will be enough to handle in the beginning, anyway. And in reality, one or two may be all you end up needing.

6) Find and research social sites specifically for authors/writers and pick one to join. You’ll likely be more comfortable here—these people are speaking your language after all.

7) Research the many online administrative tools that can help with tasks such as managing emails and social networking posts and determine which will work best for you.

Slow & Steady is the Best Pace

8) Stay encouraged. When you’re all over the place trying everything and then little happens, it’s discouraging. Remember, with all you do, results will vary. Seek reward in getting results from the smaller efforts first.

9) Take your time. Spreading too thin is not just having too many tasks; it’s also trying to do too much too soon. Keeping in line with the whole ‘baby steps’ theme: walk before you run.

10) I’m sorry; I really don’t have a ‘10.’ But research has shown people tend to prefer round numbers, so … <Insert your own ‘baby step’ recommendation here.>

Discipline is what got you from ‘Once upon a time …’ to ‘The End,’ and more of it is needed once you put the pen down for the ‘final’ time (or save your file, whichever the case may be). Take a moment to celebrate your achievement because it is a big deal. And then, get back to work, focus. Staying the course couldn’t be more important.