Writing and publishing a book can be overwhelming enough, but when you're done and feel like sitting back and relaxing, it dawns on you that someone has to market the damn thing - and that unlucky someone is you!
But with the proper know-how, some focused time, and a lot of hard work you can set up a solid marketing campaign and sell a bazillion copies. The good news is that it doesn't have to cost you much, or anything at all.
When I wrote my first two books I was broke even by starving artist standards, living with the locals in the Third World countries of Costa Rica and Nicaragua with no possessions. But I had time, and a lot of hustle, so I compiled this list of free marketing tools:
1. Build a website – I prefer one with an integrated blog, analytics, etc. like Weebly. They have a free membership, or an inexpensive upgrade to a pro account. To see an example, click here. Cost: $0
2. Set up a PayPal account – Set up an account so you’ll be able to sell books right off of your website, from your blog, or even by sending an email link. Cost: $0
3. Mailing labels – These will come in handy if you are sending out books yourself. There are organizations who will do a sample roll, as will Vista Print. Cost: $0
4. Order business cards – Vista Print will give you 250 one-sided, full color cards for free if you don’t mind their logo on the back. Cost: $0
5. Offer to speak – Organizations like your local Rotary, Kiwanis Club, and Chamber of Commerce are always looking for speakers. Talk about the topic of your book, without blatantly trying to sell books. Cost: $0 (and you might even get a free lunch out of it!)
6. Contact your public library – Most libraries will provide a forum for authors to do readings and book events for free, and often do a good job of promoting it. They may even highlight your book if you are a local author. Cost: $0
7. Make a video trailer – A fast paced, fun video with great music will engage people and promote your book 100x better than simple text. I use iMovie, and my existing songs from iTunes, my photos, and voiceovers. There are even ways to download existing videos from YouTube and edit out parts and use them in your video (with permission, of course). Cost: $0 (Check out the videos for my first book, and the second)
8. Shoot author videos – I love shooting short videos talking about my book, the topic, or even reading. A cool technique is to shoot a video of you (the author) saying thank you for buying the book, which you can host on YouTube, and then every time someone buys one you can post it on their Facebook or email them the link. Cost: $0 You can see my thank you video here.
But with the proper know-how, some focused time, and a lot of hard work you can set up a solid marketing campaign and sell a bazillion copies. The good news is that it doesn't have to cost you much, or anything at all.
When I wrote my first two books I was broke even by starving artist standards, living with the locals in the Third World countries of Costa Rica and Nicaragua with no possessions. But I had time, and a lot of hustle, so I compiled this list of free marketing tools:
1. Build a website – I prefer one with an integrated blog, analytics, etc. like Weebly. They have a free membership, or an inexpensive upgrade to a pro account. To see an example, click here. Cost: $0
2. Set up a PayPal account – Set up an account so you’ll be able to sell books right off of your website, from your blog, or even by sending an email link. Cost: $0
3. Mailing labels – These will come in handy if you are sending out books yourself. There are organizations who will do a sample roll, as will Vista Print. Cost: $0
4. Order business cards – Vista Print will give you 250 one-sided, full color cards for free if you don’t mind their logo on the back. Cost: $0
5. Offer to speak – Organizations like your local Rotary, Kiwanis Club, and Chamber of Commerce are always looking for speakers. Talk about the topic of your book, without blatantly trying to sell books. Cost: $0 (and you might even get a free lunch out of it!)
6. Contact your public library – Most libraries will provide a forum for authors to do readings and book events for free, and often do a good job of promoting it. They may even highlight your book if you are a local author. Cost: $0
7. Make a video trailer – A fast paced, fun video with great music will engage people and promote your book 100x better than simple text. I use iMovie, and my existing songs from iTunes, my photos, and voiceovers. There are even ways to download existing videos from YouTube and edit out parts and use them in your video (with permission, of course). Cost: $0 (Check out the videos for my first book, and the second)
8. Shoot author videos – I love shooting short videos talking about my book, the topic, or even reading. A cool technique is to shoot a video of you (the author) saying thank you for buying the book, which you can host on YouTube, and then every time someone buys one you can post it on their Facebook or email them the link. Cost: $0 You can see my thank you video here.
9. Sign up for Pinterest – If you are looking for a demographic of 80% women who are educated people and make over $100,000 in the household, Pinterest is for you! You’ll need some really clever images or infographics to use, but we’ll talk about those later. Cost: $0
10. Sign up for Instagram – This is another great photo site to spread awareness and create interest for your book. Cost: $0
11. Get a Twitter account – Twitter is the number one way to expand your reach much further than your local community and friends, and if you have some good information and value to offer, not just try to sell, the results can be explosive! (read a fun case study of a blog I wrote that went viral on Twitter and got me 13,000 website hits within 48 hours) Cost: $0
12. Sign up for a Facebook Page – You’ll want a fan page for you as an author, and also one for the book. Cost: $0
13. Write a bio for the book – This will be used for the back of the book (usually 300-400 words), but also to post on all of these sites. Also write a much shorter bio for introductions by media or on places like Twitter that only allow 140 words. Mine is: South of Normal is a gonzo blast of laughter and adventure about a year living in the tropical paradise of Tamarindo, Costa Rica. Cost: $0
14. Write an author bio – Same thing as the book, you’ll want to write a longer, and then short bio of you as a writer. Make it fun, fresh, energetic, and use the active, third-person voice. Cost: $0
15. Set up your Amazon page, Goodreads page, and Barnes & Noble page – Now that you have a description of the book, a bio about the you, videos, and pictures, you can build author and book pages on these book distribution sites. Cost: $0
16. Get a Wikipedia page – One of the coolest things is to have your own Wikipedia page! You can’t write one for yourself, and there are specific rules for how to submit information, but it makes you feel like you’ve official arrived! (for that reason I’ve yet to set mine up!) Cost: $0
17. Write a press release – You’ll want a clean, tight, professional press release to send out to media. I recommend drafting one that highlights the local angle for your hometown and home state, and a national release that is more topic-driven. You’ll want to get this right, so do some research. Cost: $0
18. Cover image – You can take an amazing photo yourself and use it as your cover image (as long as it’s high enough resolution) or go to the stock image sites and buy one for cheap. There are plenty of programs that will add your title and text in a variety of fonts, or you can post this job for a low cost on eLance. Cost: $0 (though this is one I spend money to have professionally created)
19. Infographics – Social media sites are flooded with fun infographics, which have both an image and are stamped with your book title and website. You can build these yourself with your images or graphics and then adding text. I set mine up in PowerPoint and then save them as Jpegs. Cost: $0
10. Sign up for Instagram – This is another great photo site to spread awareness and create interest for your book. Cost: $0
11. Get a Twitter account – Twitter is the number one way to expand your reach much further than your local community and friends, and if you have some good information and value to offer, not just try to sell, the results can be explosive! (read a fun case study of a blog I wrote that went viral on Twitter and got me 13,000 website hits within 48 hours) Cost: $0
12. Sign up for a Facebook Page – You’ll want a fan page for you as an author, and also one for the book. Cost: $0
13. Write a bio for the book – This will be used for the back of the book (usually 300-400 words), but also to post on all of these sites. Also write a much shorter bio for introductions by media or on places like Twitter that only allow 140 words. Mine is: South of Normal is a gonzo blast of laughter and adventure about a year living in the tropical paradise of Tamarindo, Costa Rica. Cost: $0
14. Write an author bio – Same thing as the book, you’ll want to write a longer, and then short bio of you as a writer. Make it fun, fresh, energetic, and use the active, third-person voice. Cost: $0
15. Set up your Amazon page, Goodreads page, and Barnes & Noble page – Now that you have a description of the book, a bio about the you, videos, and pictures, you can build author and book pages on these book distribution sites. Cost: $0
16. Get a Wikipedia page – One of the coolest things is to have your own Wikipedia page! You can’t write one for yourself, and there are specific rules for how to submit information, but it makes you feel like you’ve official arrived! (for that reason I’ve yet to set mine up!) Cost: $0
17. Write a press release – You’ll want a clean, tight, professional press release to send out to media. I recommend drafting one that highlights the local angle for your hometown and home state, and a national release that is more topic-driven. You’ll want to get this right, so do some research. Cost: $0
18. Cover image – You can take an amazing photo yourself and use it as your cover image (as long as it’s high enough resolution) or go to the stock image sites and buy one for cheap. There are plenty of programs that will add your title and text in a variety of fonts, or you can post this job for a low cost on eLance. Cost: $0 (though this is one I spend money to have professionally created)
19. Infographics – Social media sites are flooded with fun infographics, which have both an image and are stamped with your book title and website. You can build these yourself with your images or graphics and then adding text. I set mine up in PowerPoint and then save them as Jpegs. Cost: $0
20. Reader photos – Here’s nothing more fun than seeing a cool photo of a reader holding your book! It’s a great marketing tool, too, because you can share it on every social media site, and other people will wonder what it’s about (and what they are missing). I started a tradition with readers taking wild, creative, and fun photos of them holding the book. It was a blast! You can check out a small number of them on the slideshow here. Cost: $0
21. Banners for Twitter, Facebook, etc. – Several sites have cover images that lay out horizontal, so it’s worth having an image of the book cover set up like a banner. The individual sites will tell you the perfect size, and then you can manipulate to those specifications in your photo program. Cost: $0
22. Email signature – Build an email signature with a signature, your contact info, a clickable link to your website, and a cool photo of you or the book cover. Cost: $0
23. Custom email – Set up a custom email address for you as an author or the book, so you won’t have to use a .hotmail or .yahoo or .gmail address (nothing looks less professional). When you register your domain or sign up for hosting they offer a few email accounts for free. (For instance, mine is NormSchriever@gmail.com but I also use a hi@NormSchriever.com for professional interaction) Cost: $0
24. Blog through your website – You’ll want to write a blog often (though it doesn’t have to be daily) to fill the search engines with valuable information about the topic of your book, tips and guides, and content from the book. This will get your name higher in the search engines and establish yourself as an expert, drive people to your site, and ultimately allow you to collecting email addresses of people who want to read your book. Note – always allow for comments on your book and end with a question, welcoming feedback to engage your readers. Cost: $0
25. Send a weekly email letter – Once you have an email list of loyal followers, reach out to them via email with announcements, cool blog posts, giveaways, samples of the book, etc. to reward them. I use MailChimp, which is free if your list is under 2,000 people. Cost: $0
21. Banners for Twitter, Facebook, etc. – Several sites have cover images that lay out horizontal, so it’s worth having an image of the book cover set up like a banner. The individual sites will tell you the perfect size, and then you can manipulate to those specifications in your photo program. Cost: $0
22. Email signature – Build an email signature with a signature, your contact info, a clickable link to your website, and a cool photo of you or the book cover. Cost: $0
23. Custom email – Set up a custom email address for you as an author or the book, so you won’t have to use a .hotmail or .yahoo or .gmail address (nothing looks less professional). When you register your domain or sign up for hosting they offer a few email accounts for free. (For instance, mine is NormSchriever@gmail.com but I also use a hi@NormSchriever.com for professional interaction) Cost: $0
24. Blog through your website – You’ll want to write a blog often (though it doesn’t have to be daily) to fill the search engines with valuable information about the topic of your book, tips and guides, and content from the book. This will get your name higher in the search engines and establish yourself as an expert, drive people to your site, and ultimately allow you to collecting email addresses of people who want to read your book. Note – always allow for comments on your book and end with a question, welcoming feedback to engage your readers. Cost: $0
25. Send a weekly email letter – Once you have an email list of loyal followers, reach out to them via email with announcements, cool blog posts, giveaways, samples of the book, etc. to reward them. I use MailChimp, which is free if your list is under 2,000 people. Cost: $0
26. Free book giveaways and raffles – Host free giveaways and raffles for copies of your eBook or a coupon to a local business (and team up with the business so it doesn’t cost you anything). Set them up on your blog and share them on Twitter and Facebook, which will help you capture more emails and build excitement. Also I like offering a free download (like of the first three chapters) on your site. Don’t require an email address for that – it’s like a free advertisement, and if people like it they will email you and want to buy the rest of the book. Cost: $0
27. Join discussion groups and comment on other blogs– Instead of always focusing on bringing your target market to YOU, go to where THEY hang out – blogs, forums, and chatrooms about the topics. Engage them on “neutral turf” with genuine discussion and value, building relationships, without overtly selling your book. It will pay off in the long run once you earn their trust. Cost: $0
28. Ask people to test-read – There’s no better way to get people involved and interested in your project than to ask them to test read it ahead of time and offer their feedback. I would recommend only giving 2-3 chapters to each person. They’ll be allies in the project and help you market. Cost: $0
29. Collect all feedback – Whenever someone says something good about your book, or about you as a writer, save it. I like to take a screenshot and highlight and save their comments. Save them all and you’ll be surprised how quickly they’ll add up to dozens of testimonials, encouragement, and a fun marketing tool. Cost: $0
30. Reach out to your schools – Call or email every single school you’ve ever attended, from pre K all the way through college. Share with them that you’ve written a book and offer to send them a free advanced copy for review, (but that you only have a PDF or eBook). They may write you up in the school newsletter, involve you in alumni events, or even have you in to speak! Cost: $0
31. Mobile payment processor – You’ll want a way to take payments other than cash in person, so a processor like Square can be plugged into your iPhone. It costs $10 BUT they will credit you back $10 once you sign up with their service because they charge a small fee on each transaction. Cost: $0
32. Presell your books – there’s nothing wrong with offering your book for sale a couple of months ahead of time on your website. You can offer them something of value if they order pre-sale, like signing their book, include a free ebook, emailing them a bonus chapter, etc. This will help pay off some of the publishing or marketing costs. Cost: $0
33. Book release party – This is the fun part! Contact a local bar or restaurant and ask if it would be okay if you brought in 50 or 100 new clients on some night. Ask for drink specials and even free appetizers for your party guests. Set up a Facebook event page and invite everyone and spread the word. Contact the local media to cover it, and post the link to the event on all of those blogs and groups you’ve been chatting in. Have a sign-in book to collect emails and sell books right on the spot. This is your time to shine! (And once it's done shoot a little video thanking everyone, mixing in music and photos of them at the event, and email it to them and post it on their walls) Cost: $0
To see the video of the book release party for my first book, click here.
DOES THAT HELP? EMAIL ME TO RECEIVE MY FIVE TOP TIPS FOR BLOGGING TO SELL MORE BOOKS: HI@NORMSCHRIEVER.COM
27. Join discussion groups and comment on other blogs– Instead of always focusing on bringing your target market to YOU, go to where THEY hang out – blogs, forums, and chatrooms about the topics. Engage them on “neutral turf” with genuine discussion and value, building relationships, without overtly selling your book. It will pay off in the long run once you earn their trust. Cost: $0
28. Ask people to test-read – There’s no better way to get people involved and interested in your project than to ask them to test read it ahead of time and offer their feedback. I would recommend only giving 2-3 chapters to each person. They’ll be allies in the project and help you market. Cost: $0
29. Collect all feedback – Whenever someone says something good about your book, or about you as a writer, save it. I like to take a screenshot and highlight and save their comments. Save them all and you’ll be surprised how quickly they’ll add up to dozens of testimonials, encouragement, and a fun marketing tool. Cost: $0
30. Reach out to your schools – Call or email every single school you’ve ever attended, from pre K all the way through college. Share with them that you’ve written a book and offer to send them a free advanced copy for review, (but that you only have a PDF or eBook). They may write you up in the school newsletter, involve you in alumni events, or even have you in to speak! Cost: $0
31. Mobile payment processor – You’ll want a way to take payments other than cash in person, so a processor like Square can be plugged into your iPhone. It costs $10 BUT they will credit you back $10 once you sign up with their service because they charge a small fee on each transaction. Cost: $0
32. Presell your books – there’s nothing wrong with offering your book for sale a couple of months ahead of time on your website. You can offer them something of value if they order pre-sale, like signing their book, include a free ebook, emailing them a bonus chapter, etc. This will help pay off some of the publishing or marketing costs. Cost: $0
33. Book release party – This is the fun part! Contact a local bar or restaurant and ask if it would be okay if you brought in 50 or 100 new clients on some night. Ask for drink specials and even free appetizers for your party guests. Set up a Facebook event page and invite everyone and spread the word. Contact the local media to cover it, and post the link to the event on all of those blogs and groups you’ve been chatting in. Have a sign-in book to collect emails and sell books right on the spot. This is your time to shine! (And once it's done shoot a little video thanking everyone, mixing in music and photos of them at the event, and email it to them and post it on their walls) Cost: $0
To see the video of the book release party for my first book, click here.
DOES THAT HELP? EMAIL ME TO RECEIVE MY FIVE TOP TIPS FOR BLOGGING TO SELL MORE BOOKS: HI@NORMSCHRIEVER.COM
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