"The onus of marketing books cannot continue to fall on authors. Publishers must promote the books they acquire and strategically experiment outside the industry's norm." Hear, hear!
Influencers who both actually have influence and don't cost a prohibitive amount of money to work with are the sweet spot, and so hard to find. Back in the old days, we could send books to the book review editors, pitch noon news for tour stops, and the big morning shows for big books. Earning coverage was still hard, but the universe of opportunity was somewhat finite.
Of course those days are long gone. Now, the work isn't automated. It's "hand work at the factory." The universe of opportunity is infinite. It's really, really hard to ID the right influencers. I've tried a few of the Cision-like services, and didn't find them very helpful.
It takes a lot of time, something most publicists at most houses don't have.
And yet, it's the job we have to do in 2024 to rise above a crowded field. And when it works, it really worlks!
I agree that it's a time-consuming task to find the influencer sweet spot. But, beyond the 'paid influencer,' a well-defined target market (beyond just the assigned influencer(s)) can become influential if you get the right message/item/image/quote/snippet/etc. in their hands. To me, it feels more like bottoms-up target marketing vs. influencer top-down marketing. It's old-school audience/target marketing that requires strategy before tactics.
Great thoughts! I’ve been planning a lot of new marketing strategy aimed at the short video format and showcasing me as an author. Unfortunately COVID set back my plans, ugh! But your observations do make me feel that I’m probably thinking in the right direction. Looking forward to getting into it when I’m feeling better!
That is what I'm saying! Warby Parker, Peepers, DIFF, Caddis...all eyewear brands I use. Yep, BEA is gone. They cancelled it in 2020 during the pandemic and decided to end it for good.
I'm reading Come and Get It right now. It is an amazing book, but you're right. Not only does the cover suck, but I'm over halfway through and I still haven't figured out why there's a pig on the cover. Like, there's stuff with the University of Arkansas, who are razorbacks, but that pig is not a razorback. Not even close. The pig looks like Wilbur from Charlotte's Web which the book also has nothing to do with. Maybe by the time I get to the end the pig will make sense, but isn't that itself a problem?
On book marketing, a lot of good advice is out there by Tim Ferriss, James Clear and Noah Kagan. They're one of those nerdy people who not just write well but experiment systematically the patterns and whatnot to reach #1. Other writers, at least fiction, are more artsy. That's what I've felt in the upcoming ones who don't end up in best sellers in India.
This is sooo interesting! I'd love to see publishers taking these ideas and running with them (you're right; the onus can't all be on authors' shoulders), but at the same time, I think the marketing playbook for authors is kind of stale, and you've got me thinking about more fun/unique ways authors can promote too!
Thank you, great post!! Funny thing, I started placing complimentary books in hotels in 2005 (mandarin oriental NY) and designed cool reading glasses for sale in the minibar. The hotel sold out. Guess it was Ahead of the curve!! Now we just place physical and digital books in our hotels. Hmmm maybe we should go back to our cool reading glasses.
Thank you for helping to take some of the pressure off the authors side of thing. Although we're still here trying our best! It's especially tricky as a kid lit author, because defining and targeting our audience isn't as clear cut as it is with other book audiences (at least it doesn't seem so to me!) Is this at all something you're going to talk about in your upcoming classes?
I love the glasses idea! I always felt that way about caffeine as well-- coffee and tea and books. Seems so cozy. A good partneship. So, I've been attending a weekly Reading Club in Los Angeles. People meet, sit in the candle light, soothing music plays, snacks and drinks are provided, and people sit together and read for 3 hours. Then, we share with one another who we are and what we're reading. I've been delighted with the amount of Gen Z members in this club, just to say. Week by week, more and more. They feel very hungry for this kind of experience, this kind of community. I hope it helps with books and book sales, and even branding.
I signed up for PCU earlier this month and they were on three Wednesdays in a row: the sixth, the thirteenth, and the twentieth all at noon East Coast Time. Has that changed?
"The onus of marketing books cannot continue to fall on authors. Publishers must promote the books they acquire and strategically experiment outside the industry's norm." Hear, hear!
Came here to highlight this GRAND THESIS of contemporary pub marketing!!!! YES YEs YeS Yes yes!
Influencers who both actually have influence and don't cost a prohibitive amount of money to work with are the sweet spot, and so hard to find. Back in the old days, we could send books to the book review editors, pitch noon news for tour stops, and the big morning shows for big books. Earning coverage was still hard, but the universe of opportunity was somewhat finite.
Of course those days are long gone. Now, the work isn't automated. It's "hand work at the factory." The universe of opportunity is infinite. It's really, really hard to ID the right influencers. I've tried a few of the Cision-like services, and didn't find them very helpful.
It takes a lot of time, something most publicists at most houses don't have.
And yet, it's the job we have to do in 2024 to rise above a crowded field. And when it works, it really worlks!
I agree that it's a time-consuming task to find the influencer sweet spot. But, beyond the 'paid influencer,' a well-defined target market (beyond just the assigned influencer(s)) can become influential if you get the right message/item/image/quote/snippet/etc. in their hands. To me, it feels more like bottoms-up target marketing vs. influencer top-down marketing. It's old-school audience/target marketing that requires strategy before tactics.
So smart!
Love the playlist! Thanks.
Great thoughts! I’ve been planning a lot of new marketing strategy aimed at the short video format and showcasing me as an author. Unfortunately COVID set back my plans, ugh! But your observations do make me feel that I’m probably thinking in the right direction. Looking forward to getting into it when I’m feeling better!
OK, first of all: BEA is gone?! I missed that memo 😂 Second: publishing collab with Warby Parker, et al? GENIUS.
That is what I'm saying! Warby Parker, Peepers, DIFF, Caddis...all eyewear brands I use. Yep, BEA is gone. They cancelled it in 2020 during the pandemic and decided to end it for good.
Honestly that reading glasses promo is the best marketing idea I have heard in years. Bravo 👏
I don’t know why it hasn’t been done. It’s RIGHT THERE.
I thought the same thing! Goodr would also be a great brand collab, bc they sell bluelight blockers that are excellent.
I'm reading Come and Get It right now. It is an amazing book, but you're right. Not only does the cover suck, but I'm over halfway through and I still haven't figured out why there's a pig on the cover. Like, there's stuff with the University of Arkansas, who are razorbacks, but that pig is not a razorback. Not even close. The pig looks like Wilbur from Charlotte's Web which the book also has nothing to do with. Maybe by the time I get to the end the pig will make sense, but isn't that itself a problem?
On book marketing, a lot of good advice is out there by Tim Ferriss, James Clear and Noah Kagan. They're one of those nerdy people who not just write well but experiment systematically the patterns and whatnot to reach #1. Other writers, at least fiction, are more artsy. That's what I've felt in the upcoming ones who don't end up in best sellers in India.
You always have such insightful comments. Excited to check out the playlist. Thanks for pulling back the curtain on the publishing industry!
Thank you so much! And lmk what you think of the playlist!
This is sooo interesting! I'd love to see publishers taking these ideas and running with them (you're right; the onus can't all be on authors' shoulders), but at the same time, I think the marketing playbook for authors is kind of stale, and you've got me thinking about more fun/unique ways authors can promote too!
Thank you, great post!! Funny thing, I started placing complimentary books in hotels in 2005 (mandarin oriental NY) and designed cool reading glasses for sale in the minibar. The hotel sold out. Guess it was Ahead of the curve!! Now we just place physical and digital books in our hotels. Hmmm maybe we should go back to our cool reading glasses.
Thank you for helping to take some of the pressure off the authors side of thing. Although we're still here trying our best! It's especially tricky as a kid lit author, because defining and targeting our audience isn't as clear cut as it is with other book audiences (at least it doesn't seem so to me!) Is this at all something you're going to talk about in your upcoming classes?
I name drop Pat McGrath and her eponymous line of amazing eyeshadows in my book in the hopes of manifesting a collab down the road 😆🙏🏼
PS Can’t wait to read Burn Book!!! I’ve been waiting for it for years!
I love the glasses idea! I always felt that way about caffeine as well-- coffee and tea and books. Seems so cozy. A good partneship. So, I've been attending a weekly Reading Club in Los Angeles. People meet, sit in the candle light, soothing music plays, snacks and drinks are provided, and people sit together and read for 3 hours. Then, we share with one another who we are and what we're reading. I've been delighted with the amount of Gen Z members in this club, just to say. Week by week, more and more. They feel very hungry for this kind of experience, this kind of community. I hope it helps with books and book sales, and even branding.
I love that!
Hello,
I signed up for PCU earlier this month and they were on three Wednesdays in a row: the sixth, the thirteenth, and the twentieth all at noon East Coast Time. Has that changed?
Thanks,
James
I watched Past Lives over the weekend too! Beautiful film and story.
Thanks for all this info. Everything you share is so valuable and I’m glad to have found you here on Substack!
Thank you! I really loved Past Lives. So much was said without saying much at all.