Getting Your Head in the Author Marketing Game

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Hey there, fellow authors! I know a lot of you (especially my introverted friends) might cringe when you hear the word “marketing.” Maybe it feels too pushy or sales-y, or maybe you’re thinking “I’m a creative person, not a marketer!” But here’s the thing – marketing isn’t about being that stereotypical pushy salesperson. It’s really just about connecting with readers who’d love to hear what you have to say.

Let’s Talk About Why Marketing Matters

I get it – you’d rather be writing your next book than posting on social media. But here’s the reality: your amazing book is competing for attention with, well, everything else in our digital world. Without getting the word out there, even the most brilliant stories can get lost in the shuffle. Plus, when you market well, you’re not just selling one book – you’re building a community of readers who’ll be excited about everything you write.

Changing How We Think About Marketing

Instead of thinking “ugh, marketing,” try thinking “I’m sharing my passion with people who might love it too!” It’s like when you recommend a great book to a friend – you’re not selling them something, you’re sharing something awesome. Marketing is just that, but on a bigger scale. Also, you have to work on yourself until you realize that a) you want to write for your job, and jobs earn money, and b) money comes from businesses. Your books are a business, and you have to set them up accordingly. If you don’t want (or need) the money, don’t worry about this, but if you do, get your head in the game!!

The Two Big Players: Email Lists and Social Media

Your Email List: Your New Best Friend
Think of your email list as your direct line to readers who actually want to hear from you. Unlike social media, where your posts might get lost in the algorithm shuffle, emails land right in your readers’ inboxes. Alot of the work of the first initial contact will be handled by your onboarding sequence, so you don’t have to overcome that mental hurdle. That’s good, right?

Quick tip: When you’re writing emails, just imagine you’re writing to a friend who loves your work.

Social Media: Keep It Simple and Real

You don’t need to be on every platform – seriously! Pick one or two that feel right for you. If making TikTok videos makes you want to hide under your desk, don’t do it! Maybe you’re more comfortable sharing book quotes on Instagram or chatting about your genre on Twitter. Whatever works for YOU. I talk more about social media strategy right here.

Getting Over the “Salesy” Fear

Nobody wants to feel like that person at a party who won’t stop talking about their amazing business opportunity. You’re not going to be that person, I promise.

Here’s what you are going to do:

• Share stuff that helps or entertains people
• Be yourself (your readers want to know the real you!)
• Be generous with free goodies now and then

Ready to Start? Here’s What to Do First

1. Set up that email list – try something easy like MailerLite
2. Pick ONE social media platform where your readers hang out
3. Think about what your readers might find interesting or helpful
4. Learn as you go – nobody’s perfect at marketing right away!

Remember: Marketing isn’t separate from your creative work – it’s just another way to share your stories with people who’ll love them. Start small, be yourself, and focus on connecting with readers who get excited about the same things you do. You don’t have to do it all at once, but you do have to start!

Take one tiny step today. Maybe just set up that email list or make your first social post. Every little bit helps, and before you know it, you’ll have a bunch of awesome readers excited to join you on your writing journey!

How’s that? Much more like having a friendly chat over coffee, right? Want to try any of these ideas? I’d love to hear which one feels most doable to you!

What Happened to Kindle MatchBook? Can You Still Give Away eBooks for Free?

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Amazon discontinued the Kindle MatchBook program on October 31, 2019. In case you care, this program launched in 2013 and allowed customers who purchased a print book to obtain the Kindle eBook version at a reduced price or even for free. However, due to limited participation from major publishers and low customer awareness, Amazon decided to retire the program.

My theory on the “low customer awareness” portion of this is that Amazon realized there was absolutely no benefit (to them) to make it easy for their customers to get free books, so they conveniently did not promote it. That’s fine, more opportunity for you!

As of now, there is no direct replacement for Kindle MatchBook. Customers interested in both print and digital versions of a book typically need to purchase each format separately. Some publishers may offer bundled deals independently, but these are not standardized across the platform.

I think what you should do with this is: offer the eBook edition of your print book for free by putting a link in your print book’s interior that leads to a free download. By offering your eBook as a free bonus (or, reader magnet!) to readers who purchase your print book, you can create exceptional value for your audience while building a stronger connection with your readers.

Here’s how you can easily implement this strategy:

Set Up a Landing Page for the Giveaway

Your first step is to create a streamlined way for readers to access your free eBook. Start by establishing a dedicated landing page using BookFunnel or your author website. Choose an easy-to-type URL like “[YourWebsite].com/ebook” – remember, readers will be typing this from your printed book. Include an email sign-up form to deliver the eBook (and grow your email list).

Put a Link in Your Print Book’s Interior

Next you’ll need to crack open your print book’s interior and put in the link. Add an engaging message in both the front matter to capture early interest and the back matter to catch readers after they’ve finished your book. Try something like:

“Love this story? Get the eBook version free at [YourWebsite].com/ebook”

In case I just blew your mind with publishing industry jargon, the “front matter” is the stuff in the front of your book (before the book actually starts) and the “back matter” is the stuff at the end after the book is finished. I include this link in both places, and I add in a request for a review at the end as well. I am more shameless about the back matter because I figure if a reader makes it all the way to the end, they must like something about me/ my writing.

Create a Seamless Download Experience

Make downloading your eBook effortless and enjoyable. Provide multiple format options (EPUB, MOBI, and PDF) to accommodate different devices (this is what BookFunnel does). Ensure your landing page looks professional and works flawlessly on mobile devices, as many readers will access it from their phones. Maintain consistent branding between your book and landing page to create a cohesive experience.

Then What?

Oh, I’m so glad you asked me that. Once a person signs up for your email list, please send them an onboarding sequence to get them used to hearing from you (and offer them other things you have for sale). I promise, this is not as cheesy and sales-y as it sounds. An onboarding sequence is a fantastic way for authors to make a strong first impression and build trust with new subscribers. When someone joins your list, they’re most engaged and eager to learn more about you, and a structured sequence helps you capitalize on that momentum. It allows you to introduce yourself, share your story, and set expectations for what subscribers will receive from you in the future. By delivering the promised freebie right away, you establish trust and show that you value their time and interest. Through consistent, value-driven emails, you can foster a deeper connection, encouraging readers to take immediate actions like downloading your book, leaving a review, or following you on social media.

More information about onboarding sequences here, or in Tammi Labreque’s wonderful “Newsletter Ninja” book.

This Seems Hard. Why Would You Do It?

Look I get it. Alot of the things I talk about are tech-heavy and I know authors don’t want to do them. Does it help if I tell you that this kind of thing is only difficult the first time you do it, and that every single thing you learn in the world of indie publishing is going to help build your career (and put dollars in your pocket)?

Does it help if I tell you that probably 90% of the authors who read this article will NOT do this, which means you will have an advantage over them?

No?  OK well, it was worth a shot.  I’m just throwing it out there!!

Examining Wattpad

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Editor’s note:  Are you looking for advice on self-publishing because you’re trying to take something you wrote on Wattpad and publish it?  If so, please head over to our sister site, SelfPublishingChecklist.com.

If you’re thinking about using Wattpad as a place to serialize your work and gain a follower/ fan base, that is a fantastic idea and you should definitely do that. Make sure your author platform is set up properly first though!!

In the ever-evolving landscape of digital publishing, indie authors are constantly seeking platforms that can help them reach wider audiences, build communities, and ultimately achieve success. Wattpad has emerged as one of the most popular platforms for writers looking to share their stories and connect with readers. But is Wattpad the right choice for every indie author? This article delves into the advantages and drawbacks of using Wattpad, and explores which genres stand to gain the most from this unique platform.

What is Wattpad?

Wattpad is an online community and platform where writers can publish their stories for free, and readers can discover and engage with a vast array of content. Launched in 2006, Wattpad has grown into a global phenomenon, boasting millions of active users and a diverse range of stories across various genres. For indie authors, Wattpad offers a space to share their work, receive feedback, and build a dedicated readership without the barriers typically associated with traditional publishing.

The Pros of Using Wattpad for Indie Authors

One of the primary benefits of Wattpad is its accessibility. Authors can publish their work instantly without the need for an agent or a publishing house. This democratization of publishing allows writers from all backgrounds to share their stories and reach an international audience. The platform’s user-friendly interface makes it easy to upload chapters, manage stories, and interact with readers.

Community engagement is another significant advantage. Wattpad’s interactive features, such as comments, votes, and private messages, enable authors to receive immediate feedback from their audience. This real-time interaction can be invaluable for refining writing skills, understanding reader preferences, and fostering a loyal fan base. Additionally, the platform’s algorithm helps popular stories gain visibility, potentially leading to viral success and increased readership.

Wattpad also offers opportunities for monetization. Through programs like Wattpad Stars and the Wattpad Books partnership, successful authors can earn money from their stories. These programs provide financial incentives and even pathways to traditional publishing deals, giving indie authors tangible rewards for their efforts on the platform.

Moreover, Wattpad’s global reach cannot be understated. With millions of users from around the world, authors have the chance to connect with diverse audiences, gaining insights into different cultures and expanding their readership beyond their local markets. This international exposure can be particularly beneficial for authors writing in genres with universal appeal, such as romance, fantasy, and young adult fiction.

The Cons of Using Wattpad for Indie Authors

Despite its many benefits, Wattpad is not without its challenges. One of the main drawbacks is the intense competition. With millions of stories available, standing out can be difficult, especially for new authors. Achieving visibility often requires consistent posting, active engagement with the community, and sometimes even paid promotions, which can be time-consuming and, in some cases, costly.

Another concern is the platform’s revenue-sharing model. While Wattpad does offer monetization opportunities, the percentage of earnings authors receive can be lower compared to other publishing avenues. This means that while the potential for earning exists, it might not be substantial enough for some authors to rely on solely.

Additionally, the informal nature of Wattpad can sometimes be a double-edged sword. While immediate feedback is beneficial, it can also lead to harsh criticism or negative comments, which can be discouraging for new writers. Maintaining a positive mental space and handling criticism constructively is essential for authors using the platform.

Wattpad’s focus on serialized storytelling may not suit all genres or writing styles. Authors who prefer to publish complete, standalone novels might find the chapter-by-chapter approach less appealing or effective for their particular narratives. This format can also influence the pacing and structure of stories, sometimes requiring authors to adjust their writing to fit the platform’s expectations.

Genres That Benefit the Most from Wattpad

Certain genres thrive on Wattpad’s interactive and community-driven environment. Young Adult (YA) Fiction is particularly well-suited to the platform, as it often features relatable characters and themes that resonate with the predominantly younger audience on Wattpad. Stories that explore coming-of-age experiences, romance, and personal growth tend to perform exceptionally well, garnering significant engagement and loyal followers.

Romance is another genre that flourishes on Wattpad. The platform’s readers are avid fans of romantic stories, from contemporary love tales to historical romances and paranormal love stories. The immediate feedback and interaction allow romance authors to gauge reader reactions and adjust their plots accordingly, enhancing the emotional connection between the story and its audience.

Fantasy and Science Fiction also find a receptive audience on Wattpad. These genres benefit from the platform’s ability to showcase intricate world-building and imaginative concepts. Readers interested in epic adventures, magical realms, and futuristic settings actively seek out new fantasy and sci-fi stories, providing authors with a dedicated and enthusiastic readership.

Fan Fiction remains a staple on Wattpad, offering a space for authors to explore and expand upon existing universes and characters from popular media. This genre not only attracts passionate readers but also fosters a sense of community among writers who share a common interest, making it easier to gain visibility and support within niche fandoms.

Mystery and Thriller genres can also do well on Wattpad, as the serialized format allows authors to build suspense and keep readers hooked with cliffhangers and plot twists. The interactive nature of the platform means that authors can receive immediate feedback on their pacing and storytelling techniques, allowing them to refine their narratives in real-time.

Conclusion

Wattpad presents a compelling option for indie authors looking to publish their work, engage with readers, and build a following without the constraints of traditional publishing. Its strengths lie in accessibility, community engagement, and global reach, making it an attractive platform for genres like Young Adult, Romance, Fantasy, and Fan Fiction. However, the challenges of intense competition, revenue limitations, and the need for consistent effort should be carefully considered.

For authors willing to navigate these pros and cons, Wattpad can be a valuable tool in their publishing journey, offering opportunities to grow their audience, receive feedback, and potentially monetize their work. By understanding the platform’s dynamics and leveraging its strengths, indie authors can harness Wattpad’s potential to achieve greater visibility and success in the literary world.

How to Market a Book: a Launch Plan

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Launching a self-published book requires careful planning and execution to ensure that the book reaches the right audience and generates sales. Here’s an ideal launch plan for a self-published book:

1. Establish Your Author Platform: You should establish your online platform (long) before launching your book. Create a website about yourself that highlights your expertise and showcases your work (a website is also absolutely necessary in this day and age, just for general reputation management purposes). Use social media platforms to connect with your target audience and build relationships with influencers in your niche. I basically talk all about this in “Funny You Should Ask:  How to Market a Book.”  Author platform is key!  Do not proceed without it!
2. Start building your email list. Seriously, the list is everything! Start your list right now!
3. Build an ARC team: Build a team of people who will leave reviews for your book when it first comes out. Encourage them to share your book with their networks and leave reviews on Amazon and Goodreads. This is sometimes known as an ARC team, “ARC” being an “advanced review copy,” which you would send to people in advance.
4. Choose Your Launch Date Carefully: Choose a launch date that is at least 2-3 months in advance, so you have enough time to plan your marketing and promotional efforts. Consider launching your book during a relevant holiday or event, or tying your launch to a news event or trend.
5. Get Your Head Around Setting a Budget: Determine how much money you’re willing to invest in your book launch.  Plan your budget carefully and prioritize your spending on the most critical aspects of your launch. This is going to come in handy when you go to spend money on paid advertising.
6. Get Reviews: Reach out to book bloggers and reviewers in your niche and request reviews for your book, or join Pubby to get reviews.
7. Leverage Social Media: Use social media to promote your book launch. Create engaging content, share teasers, and host giveaways to generate buzz around your book. Use relevant hashtags to reach a wider audience.
8. Monitor Your Sales: Keep track of your book sales during the launch period and adjust your marketing efforts accordingly. Use analytics tools to track your website traffic, social media engagement, and book sales.  We recommend KDPChamp for monitoring book sales on Amazon.

Book Publishing by Amazon: a Guide to Kindle Direct Publishing

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I get this question alot (so much so that I wrote an entire book dedicated just to this topic, the Kindle eBook version of which you can buy for only 99 cents).  I thought I would also make a post about it, in case someone didn’t want to read an entire book on this subject.

In fact, I now have an entire website dedicated to the self-publishing process!  Go on over to SelfPublishingChecklist.com, where we walk you step by step through the entire self-publishing process.

Here are the basic steps to publishing a book on Amazon:

1. Write and edit your manuscript: The first step is to write a book and revise and edit the manuscript until it is in the best possible shape. It’s often helpful to get feedback from beta readers or professional editors to improve the quality of the manuscript.
2. Start building your audience.  Whether this is your first book or your twentieth, ultimately you need to get those people on an email list (which you can do with the help of this book), but you can start with a website and some social media.
3. Create an Amazon KDP account: If you don’t already have an account, you’ll need to create one. You can do this by visiting the KDP website and clicking the “Sign up” button.
4. Prepare your manuscript: Before publishing your book on Amazon, you’ll need to format your manuscript to meet their requirements. Amazon provides detailed guidelines for formatting your manuscript, including recommendations for fonts, margins, and spacing. You can use Word or Pages for this, but the industry standard is to use something that makes it look more professional, like Atticus or Vellum.  I cover all of these options  at length in my book “Funny You Should Ask:  How to Self-Publish a Book.”
5. Get your cover ready.  You can make a cover yourself using a graphics program like Photoshop, Affinity Publisher, or even Canva, or hire someone to make your cover for you.  Fiverr is an option for this, as is Upwork.
6. Create a new title: Once your manuscript is ready, log in to your KDP account and click on “Create a new title.” You’ll be prompted to enter information about your book, including the title, author name, and book description. You’ll also need to upload your manuscript file and cover image.
7. Set your price and distribution options: You can choose to publish your book in digital format only, or in both digital and print formats. You’ll also need to set the price for your book, and choose the territories where you want it to be available.
8. Preview and publish: Once you’ve entered all the required information, you can preview your book and make any necessary changes. When you’re ready, click the “Publish” button to make your book available on Amazon.
9. Promote your book: After your book is published, it’s up to you to promote it and drive sales. You can use Amazon’s promotional tools, like Kindle Countdown Deals and Kindle Unlimited, as well as other marketing strategies like social media, email marketing, and book reviews to reach potential readers and build your audience.

Overall, publishing a book involves a lot of hard work and dedication, but it can be a rewarding experience for authors who are passionate about their writing. Whether you choose traditional or self-publishing, it’s important to research your options, hire professionals to help you, and put in the work to build your audience and market your book to them.

Amazon Ad FAQ

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Q: Why are my Amazon ads getting very low impressions?

A:You may need to up your bid amount for your keywords, especially if you are in a very competitive niche. Remember, you are not the only Author bidding on these keywords, so Amazon tends to show the highest bids first.

Q:My Amazon ads are getting impressions, but very little clicks?

A:When customers are scrolling through the results page, the only thing that catches their eye initially are the covers. You may want to reevaluate your own cover, as it may not appeal to potential customers…thus, very little click through rates. Also, you may have chosen the wrong or misleading keywords.

Q:My Amazon ads are getting good impressions and clicks, but very little sales?

A:Your keywords and cover are probably spot on, congratulations! The next thing the customer sees is your description, so make sure that is spot on as well. Does it accurately describe your product? Is it too long, or too short? Is it a little confusing? Does it compel people to buy your book? Any of these reasons could result in less sales once someone arrives on your sales page.

Q:My Amazon ad dashboard reports that I made a sale, but I can’t find the sale in my KDP reports dashboard?

A:Amazon ads records the sale when the transaction is complete on their website. Your KDP reports only records the sale after the product is shipped, thus the lag/discrepancy.

Q:When running Amazon ads, what is ACOS, and what is a good number?

A:ACOS stands for Advertising Cost Of Sales (total ad spend / total ad sales x 100%). You will have to do a little math to find out what ACOS number is good for you, but, being that most no/low content KDP books have a fairly low profit margin, somewhere between 30.xx and 40.xx means you are probably breaking even as far as ad profit is concerned. A lower number than this and you are making money, higher, and you are losing money.

Q:How can I lower my Amazon ads ACOS (always a good thing)

A:Your Amazon ad dashboard is a wealth of knowledge, an entire article could be written on this topic alone. So, to over simplify this, pay attention to your keyword bids. If you notice a good amount of impressions with little sales (sales-not clicks), you may want to lower this individual bid. If you notice mediocre impressions, but good sales, you may want to up that keyword bid a little. Take the time to understand all of the information available to you in your dashboard and you will be able to spot winning, and losing patterns in your ad.

Q:I see some people are running Amazon ads at a loss, why?

A:The more books you sell, the higher your BSR (Best Seller Rank) will become. The higher your BSR, the more likely Amazon is to show your product on their results page. After a while, you will get more organic sales (sales without ads), so, conceivably, you can stop running ads, and rely on these organic sales. Remember, any sales you get without paying for them, is pure profit.

Q:When can I expect to see sales from my Amazon ads? How long should I run Amazon ads before I can assess/tweak them to become more profitable?

A:It usually takes Amazon 3 or 4 days to figure out where to place your ads, so you may not see much activity for a few days after your ad is accepted. When to tweak your ads depends on your comfort level, but usually, 2 or 3 weeks after the ad is live is a good time to evaluate its performance.