As part of this series I felt it was important to talk about marketing. This is where I feel I let myself down as a writer as I don’t think I’m very good at promoting my work, or knowing how to be seen and heard in a world that seems to be full of people talking into cameras, shouting to be heard.
How do you cut through the noise, and get people to notice your work, and choose your book to read? What sells books?
Sorry if you read the title of this blog post and got excited, as I don’t have some magic answer to this question. If I did, I’d be quitting my day job and spending lovely days happily typing away immersing myself in my writing, instead of trying to stay awake enough in the evening in order to get words down on paper (or the screen).
Here’s some marketing tips I’ve read over the years:
Find where your audience hangs out and connect with them there
Talk about the story behind your stories
Do free give-aways and promotions
Do talks and events
Contact local press
Do a blog tour/connect with bloggers
Try sponsored advertising on social media
Join up with other authors and do joint promotions
I’ve tried variations of the above over the years. One of the most successful events I think I’ve even been part of (in terms of live sales made), was a Yay YA! schools event organised by the very supportive writer Kirkland Ciccone who invited Scottish YA authors to participate, made sure our books were ordered in and sold on site, and organised for hundreds of school pupils to be bussed in to the venue for the day.
I was in one of the theatre dressing rooms, where I was instructed to read extracts of my book to rotating groups of the school pupils, and honestly it was some of the best engagement I’ve ever had from teenagers. I felt like a celebrity that day as at break time I had a queue of young people waiting to get their book signed and I even had a couple chase me (literally) across the room, shouting my name and asking for my autograph. I sold out of books that day.
This event was a success because the schools who attended clearly had selected enthusiastic readers, and they had all been told a bit about the authors prior to the event (Kirkland had made up promo posters and information was shared online, with a build up on the lead up to the event). It was obvious some of the kids had already sought out our books before coming along, as one teacher approached me with a teenage boy in tow, explaining he really wanted to talk to me as he thought Follow Me was the best book he’d ever read. It showed me the power of other writers supporting writers, and teachers and librarians being supportive of writers, building up an excitement that made teenagers notice us and our books.
Other top events where I’ve made the most live sales have been my launches. On the night of my debut launch in Waterstones I had a great turn out and sold out the books my publisher brought along. When I did an online Facebook launch for Promise Me I hit the best seller lists that day on Amazon. I also made really good sales for my invite only in-person launch of Young Blood, and made decent sales the day I did an online Facebook launch. You should be able to view some of the posts from my Facebook launch of Young Blood here
During online launches I prepared visual extracts from my book, with insights into where the ideas came from, insights into some of the characters, and music clips to accompany some extracts. I encouraged engagement by posing questions, tying some of them to giveaways.
During my in-person launches I read short extracts from my books, had someone ‘interview’ me to ask pertinent questions about the story, and then opened it up to a Q&A with my audience. I went all-out at my Young Blood launch, turning it into a bit of a party with drinks and an array of snacks, balloons and table stands in colours matching my book cover. At both of my in-person launches I used the site Eat my Face to order edible cake topper covers of my book to stick onto cupcakes.
For events I often make up bookmarks and I recently made some postcards also – see images of them below. I use Vista Print for this type of merchandise, creating image layouts on Canva first.
A lot of the time when I’ve delivered workshops or community events I’ve been told I can’t sell my books, or I’ve taken some and made no sales. Libraries have supported me by buying in my book in advance (often creating a nice display to highlight my book). In Scotland authors are encouraged to join the Live Literature database – see here – which means when I deliver workshops and talks, (and a school or community venue has signed up to receive Live Literature funding), I am guaranteed a standard fee. The funding comes from Scottish Book Trust. So I do earn money from most of my events, but it doesn’t always then translate into book sales.
I’ve been fortunate to appear in newspapers, local circulars, and I was interviewed for Teen Titles magazine many years ago. I know from recent ‘press coverage’ it made no impact on my book sales at all. It’s a helpful way to build awareness and become ‘known’ which is part of a long-game of building up an audience, even if the audience can sometimes be participants in a creative writing workshop, as opposed to hard-core readers of my work.
I think ultimately what sells books is personal connections, and word-of-mouth recommendations. Librarians have bought in my books thanks to school colleagues mentioning my name; librarians I’ve met at events have then got in touch later down the line to ask me along to events (when I met one at a ‘Teen Title’ party she then invited me to talk to an assembly of 2nd years and it was two of them who then interviewed me for Teen Title magazine). A supportive colleague recommended Young Blood to a local book group and it secured me some new fans.
I know I buy books a lot based on personal recommendations all the time. So if you’ve enjoyed any of my books please, please, please, tell your friends about it! Also leaving a review on Amazon or Goodreads really helps too, or if you want to do that in the form of sharing a post on social media about my book that is also amazing. People take much more notice of that than any post I attempt to do about my own work!
I’d love to hear from writers with some top tips of your own.
And readers… what makes you buy a book?
VICTORIA GEMMELL 