Reverse Engineering for Book Marketing…

Remember that kid who decided to take apart a toy just to see how it worked? And then, surprise…that same kid couldn’t figure out how to put it back together again. We authors can sure learn something from that one kid. We can learn how to use reverse engineering to figure out why readers buy our books. Think about it. Kids take something (computer, radio controlled car, Barbie dolls) apart to see how it works, get to the guts of what makes that thing go, run, fly, burp. So why shouldn’t authors be able to take apart the sale that lured readers to buy the book in the first place?

The first question you should ask yourself is: Why did you purchase insert name of book? Was it because it was your friend’s book? Perhaps a suggestion? Or a book you learned about through a review? Was it an emotional purchase? Or was the book part of Oprah’s book club? I want you to chase down the sale and figure out what made you buy that certain book. Got it? Good.

Now once you do this kind of ‘reverse engineering’ you can build a profile for the sale. You get to see how a sale is built. You get to know how the book market works. That’s when you can develop a marketing strategy for your own books. Get it? Great.

A lot of times you’ll find the answer is word of mouth via the social media, or a friend suggested the book (or wrote it), or they passed by a bookstore window and the cover caught their eye. Even Oprah has the golden touch. Dig deep, and find the reason for that sale. Then, apply this newfound knowledge, and develop your own book marketing strategy. Doing my own reverse engineering, I’ve found the following six points may help boost your book sales:

If it doesn’t work, fix it. Let’s face it—some sales strategies work better than others. The trick is to reassess what you’ve been doing. If you’re not producing the sales you’d like to see for a certain book, then chances are you need to correct and fine-tune your methods. For some authors this may mean retooling their blurb or tagline or change the cover. For others, it could be giving their website or blog a fresh new look.

Listen and learn. A number of things factor into book sales. One of the most important is your target audience—who you are writing for. Ask yourself, how are you fulfilling your readers’ needs? What do you need to do to continually hook their attention? For starters, you have to be willing to walk that extra mile by getting to know and understand your readers. You do this through social networks (Facebook, Twitter), workshops, book signings, school and library visits, book clubs, and online communities such as Goodreads.

Show enthusiasm. Enthusiasm builds bridges. Panic tears them down. One thing an author has going for them is their unique voice. You use it in your books, so use it to sell them. Readers know when an author resonates with them. Be invested enough in yourself, as an author, to give your readers a fantastic story they’ll never want to end. Then write another one.

Sell yourself, on yourself. The power of positive thinking works wonders. Motivation builders such as podcasts, CDs or self-help books can help reinforce the super salesperson in you. Be specific with your goals and rewards, such as if you send out ten review requests in a day, book a pedicure or lunch with a friend. Write notes reminding yourself that you are a ‘Bestselling author’ and ‘You can do it’, then leave them around your desk. After all, seeing is believing.

Create a sales plan to suit each book. Every book you write is one of a kind. Sales tactics for one book may not work for the second book. That’s when you get creative and take chances. Giveaways are always a fan favorite. Experiment with each book until you get a sales formula that works for you. Sometimes a fresh pair of eyes help, so if you can afford it, hire a publicist or a marketing consultant. The bigger the investment, the bigger the payoff.

You give, you receive. “What goes around comes around”. This is a hard adage for a lot of authors to relate to, but it is nevertheless a vitally important point. And it’s a no-brainer. I tend to share a lot of useful information that could help my author peeps with their sales or marketing strategies. This comes naturally to me. Pass along opportunity when you can. It’s a wise investment—one that any author will never regret making.

Sharon Ledwith is the author of the middle-grade/YA time travel series, THE LAST Sharon Ledwith HeadshotTIMEKEEPERS, and is represented by Walden House (Books & Stuff) for her teen psychic series, MYSTERIOUS TALES FROM FAIRY FALLS. When not writing, researching, or revising, she enjoys reading, exercise, and anything arcane. Sharon lives a serene, yet busy life in a tourist region of Ontario, Canada, with her hubby, one spoiled yellow Labrador and a moody calico cat.

Learn more about Sharon Ledwith on her WEBSITE and BLOG. Look up her AMAZON AUTHOR page for a list of current books. Stay connected on FACEBOOK, TWITTER, GOOGLE+, TUMBLR, and GOODREADS. Check out THE LAST TIMEKEEPERS TIME TRAVEL SERIES Facebook page.

16 thoughts on “Reverse Engineering for Book Marketing…

  1. Thanks Sharon for your insight. I’ve been trying to figure out what captures readers and maybe even a way to interact with them. Hard to do in this fast paced world. Any added ideas, send them my way. 😉

    1. You’re very welcome, Lisa. This business can be confounding at times, especially the marketing and promoting end. I will indeed pass you anything I find! Cheers and thanks for stopping by!

  2. Here’s a unique marketing ploy. Look at the Facebook page for The Crowning of Miss Mariposa, a book by Jim Foster.
    There is nothing new under the sun but your points are very valid.

    1. Love the idea of holding a virtual beauty pageant from Jim’s book, Brenda! Authors have to continually look for unique ways to sell books and build their brands. Kudos for sharing your idea!

  3. This is also called “Inbound Marketing” and it’s very effective. Thank you for sharing such valuable information.

  4. My current plan is to stalk Zuckerberg and get him to put my book on his mega-list 😉 Seriously, great stuff here. Become people you admire and live by the Golden Rule.

  5. Give and receive. You do that so well. I love the writing community for the interaction, the ideas, the what works and what doesn’t, the encouragment. That is something the authors I’ve met excel at.

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