The 2 Marketing Questions Every Author Should Ask

The 2 Marketing Questions Every Author Should AskI’ve worked in the world of books for over a decade, mostly in marketing, from major houses like Wiley and FSG to Amazon to my current role at the start-up Inkshares, where I’m VP of Marketing & Operations.

I’ve worked with hundreds of authors and have even been a part of getting a few books to hit the bestseller lists. For all this experience, I have yet to discover some secret formula to marketing a book. In fact, a lot of what I read online about marketing a book makes me cringe.

As soon as you start researching book marketing, you enter a world filled with hollow buzzwords, misleading get-rich-quick strategies, and heaping doses of snake oil. I know I’m talking with an author who has encountered these when I hear things like, “I heard I should ditch Twitter and start building up an email newsletter,” or “I found a PR person who promises they can make my book an Amazon bestseller,” or “I was told I should reserve a budget of $x for Facebook ads.”

My response to these comments is usually, “Maybe, but…” These might be good suggestions. Or they might be a complete waste of time and money—It all depends on the book, the author and the readership. I’ve found that there’s no shortage of advice on tactics (some good, some bad), but very little on strategy and planning.

Book marketing isn’t one-size-fits-all. What you can do to market a book is pretty much infinite, and without a clear strategy and plan you can easily waste a ton of time and go broke drowning in details.

Much more.


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