There’s nothing that feels flatter than sending your hard work out into the world, only to realise that your audience is either indifferent, or worse, nonexistent. The problem is, many authors make the mistake of thinking that it’s enough to develop a small social media following and then do one or two posts about their book release immediately before or during publication. But in fact, only a very small percentage of your social media followers will rush out and buy your book. There are just so many authors out there, only a millionaire could buy every book advertised on their social media the moment it’s released. So you need to build excitement for your book and show people why they need to read it. Here’s a few suggestions on how to do this:
1) Grow an email list. Please, if you’re releasing books that are barely making a ripple in the sea of social media, put your pen down and create a smaller pond. Yes, it takes time away from writing. You may have to release your book a few months later. But it’s worth it. People on your email list are far more likely to buy your book than people on your social media.
2) Get your audience involved. Ask your email list and/or social media to help you name a character, choose a title, or critique a blurb. Readers will enjoy a book they feel they’ve had a part in making so much more.
3) Release regular updates. As parts of your book become finalised, such as the cover, keep your audience informed of its progress. This not only keeps everyone updated and creates anticipation, it gives people multiple opportunities to see that you have a book coming out.
4) Get advance reviews. I really regret not doing this for Victoria’s Victorian Victory. I meant to, just a weird combination of circumstances meant I couldn’t. But what that means is you have to wait for reviews until after your release day. Which means you can’t tell everyone what great things others are saying about the book to build excitement on the release day itself. And those who do buy your book that day will likely take a week or two to read and review it. By that time, most people have forgotten about your book release. Harsh, but true.
5) Do a blog tour. This is something I did do. Ask a few bloggers you know to host you on their sites. I had five or six guest blog posts lined up, and the lovely ladies who published them for me kindly staggered them to go out every two days leading up to my book release. It got me a lot of great exposure.
6) Send out a press release. It doesn’t cost anything to email a press release to your local paper, but it may result in some great free advertising if they take up the story. And if they don’t, what have you lost?
I hope those are some helpful suggestions. Remember, releasing a book is a big, exciting thing. Treat every book you publish as special. Make a fuss. Because if you don’t, no one else will.