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jackie lanea business book self-publishing and marketing expert.
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Self-publishing has come a long way in the last decade, so aspiring business book writers are turning to writing coaches, book sales professionals, programs, and platforms to make their books accessible, visible, and We often learn how to secure more sales. But what is often lacking is an understanding of how to market and sell books in the most cost-effective and time-efficient way possible. As a result, most self-published authors do not sell many copies. According to Words Rated, 300 million self-published books are sold annually, but the average book only sells 250 copies of his.
But it doesn’t have to be. If you think about marketing and sales as early as possible in the writing and publishing process, it’s entirely possible to sell thousands of copies of your business book. Here are seven of the most important steps you can take wherever you are on your self-publishing journey.
1. Identify your target audience.
Most business people choose to write books because they want to share their knowledge and insights. However, they don’t always think about who their audience is. You can’t sell to everyone, so you need to identify your main audience and focus your energy there. Determine what their challenges are, where they tend to look for the help they need, how they read (print, e-books, audiobooks, etc.), and what platforms, sites, or podcasts they use .
2. Understand purpose, goals, objectives.
Understanding what you want to achieve in your business book and why might seem obvious, but many business authors don’t give it enough thought.
It’s important to be clear about why you’re writing and what you want to achieve with your book. Want to build your profile, share your knowledge, or raise awareness for your business? Perhaps you want to make a difference by helping people with serious problems. Understanding your core purpose underpins the many decisions you make to direct your marketing and sales attention where it matters.
3. Create a content marketing plan.
Promotional content such as ads, social media posts, blogs, etc. should be distributed in a way that will engage the target audience and meet them where the target audience is already present. This requires a thorough marketing plan. The most successful plans are detailed, deliverable, and data-driven. What is the meaning of each of these components?
• detail: Your content marketing plan should cover the 18-month period leading up to your book’s release. Then it should be integrated into your business marketing plan.
• Deliverables: For your content marketing strategy to work, you need to actually deliver your content. If you are not ready to put the time and effort into this task, do not start. No advertising language, SEO, or smart metadata coding can compensate for flash-in-the-pan promotion.
• Data driven: Former Postmaster John Wanamaker said, “Half the money you spend on advertising is wasted. The problem is you don’t know which is which.” You can work around these issues with analytics tools available on most platforms today. With the data they provide, you can see what’s working in your plan and what’s not, so you can make the necessary adjustments.
4. Develop a media coverage plan.
Media coverage is an important part of marketing and selling business books. There are techniques and methods for securing media coverage for books. Some important strategies you can use are following and engaging with journalists on social media. Personalize media releases for each journalist or media outlet, and associate books with recent news stories to highlight their relevance. Of course, you also have to follow up several times on the media connections you want to acquire.
5. Seek partnerships to generate sales.
Most business authors focus on selling one book to one person at a time. This can be a costly risk if you don’t know what you’re doing, and you’re unlikely to recoup your advertising dollars through book sales.
Instead, form partnerships with companies and trade associations in your field. Only one private branded pen, mouse pad, water bottle, etc. can be received per person. A book on a topic related to their profession, or one that offers good insight into a particular topic, is a much more valuable gift.
So look to the companies you’ve worked for your partner. You can also explore industry events, conferences and presentations to make new connections. You can also research podcasts, interviews on LinkedIn Live, and her YouTube channel of influencers/leaders in your area to determine if they appeal to them and their target her audience. Once you’ve found a viable partner, ask if they’re interested.
6. Build a book community.
Building a community early on in your book journey is very important. Explore your network of colleagues, clients, industry peers, board members, alumni groups, community organizations, friends and family. Ask them to actively participate in the social media channels they engage with, interact with you, and share your book with their networks. Be clear about what, when and how you want them to do it. Provide whatever they need to make it easier for them to help you.
7. Be consistent and persistent.
Selling books is a long-term task. You should allocate 1-2 hours per week to work on your content marketing plan. If you can’t commit to this, find someone who can handle it. Then check your results, engagement, and sales regularly.
Being a successful business author takes time, effort, and focus. Understanding how to market himself and his book is one of his most important ingredients towards that success. The more visible you and your book are, the more it will sell and the more impact it will have.
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