How I Think about Marketing—First, what do I want to do?
I’m a psychologist and a novelist; I’m not a natural marketer. But I have skills from my teaching and consulting days that come in handy. For example, I love talking to groups, so a natural marketing activity is giving book readings and talks at bookstores and libraries. I generally limit my geographical reach to the Pacific Northwest, eastern Washington, north Idaho, and southwestern Montana, so travel by car is realistic, affordable, a pleasure (unless, like today, we get eight inches of new snow).
When I practiced psychology (I practiced hard, and I almost got it right!), I didn’t enjoy making face-to-face “pitches” to get referrals. (Those pitch lunches we called “building a relationship.”) But I’m a writer now, and writing pitches (and communicating them by email), is not only more congenial, it’s quite acceptable because face-to-face meetings are often impossible.
Professional reviews of the books can be a valuable marketing tool; these can run from inexpensive to wildly costly: Authors Reading Book Reviews start at $59.00, while the top-of-line Kirkus Indie reviews can run as high as $725.00. I prefer to come down in the middle of that range, and there are many excellent reviewing packages available to indie authors like me. For Standing Our Ground, I’m going to get reviews from four fine review groups: IndieReader Reviews, Real Reader Reviews (affiliated with IndieReader—the professional reviewers send the book to three non-professional reviewers who buy the book at Amazon.com and post an honest review there; thus the name, “Real Reader Reviews”). I’ll also get reviews from Sublime Book Reviews and Best Thriller Reviews.
As an aside, Amazon.com has a new policy for reader reviews: If the reviewer bought the book (either print or eBook) at Amazon.com, he or she can post the review, declared by Amazon to be a “Verified Reader.” If not, Amazon takes the review down, or keeps it from posting in the first place. The rationale for the policy change is to decrease reviews by “friends and family” who, the reasoning goes, may lack the objectivity of a professional review. That’s an argument for later. The key point is, if you want to post a review on Amazon.com, be sure to research their “Verified Reader” rules.
Another useful marketing tool is the book giveaway: for a limited time, various promotional venues such as BookBub, Goodreads, and similar sites will offer an eBook version either for free or for a much-reduced price. (Some authors like print book giveaways, but those are much more costly, because the physical book must be purchased by the author and shipped to the winner(s) of the giveaway.) The point is to get people reading the book and (I hope) to get interested in subsequent books. Because my Monastery Valley Series is up to four books so far, this makes sense. These giveaways, while they can generate later sales, are not free. Goodreads giveaways, for instance, start at $119.00, plus the cost of the book and shipping (if giving away print books); eBook giveaways on Goodreads cost only the entry fee.
Another valuable tool is marketing to libraries. I started that with my first book of the series, Climbing the Coliseum, offering to donate a copy of the book to about three hundred libraries. That obviously wiped out any hope of sales! For the second and third books, Nobody’s Safe Here and The Bishop Burned the Lady, I instead asked librarians to purchase the book. This cost me nothing beyond my time (to write and personalize the pitch email); there was no way to determine clearly how many librarians did buy the books, but a random search of their indexes suggested about sixty of the three hundred had at least one of the books in their inventory. A key value in selling to libraries is that librarians recommend books to other librarians, so if the library’s patrons check the book out, it can boost sales to other libraries. Again, the consideration of cost makes this a good tool.
I’d be remiss if I did not mention the lowly bookmark. Readers love bookmarks! I carry them in my car along with copies of all the books, and whenever I sell (or gift) one of my books, I always include the bookmark. In the past, it was a single design, but for this campaign, I ordered bookmarks for each of the books. For a small world example of how bookmarks can spread the word about a book, I went to a Friends of the Library used book sale in another community and was browsing the table when I saw a copy of my second book in the series, Nobody’s Safe Here. Sticking out of the middle of the book was the bookmark I must have given the purchaser! (I waited till another browser was beside me and murmured, discreetly, “Great book. Highly recommended.”)
Finally, there’s a long-shot marketing service that I have had good luck and good results with: Book competitions. Climbing the Coliseum (Book 1) and Nobody’s Safe Here (Book 2) each won two awards, either “Finalist” or “Distinguished Favorite” in various competitions. “Winning” means I can buy foil stamps to stick on the covers of my copies of the books, and that the publisher can add to the cover image for printing. Being able to honestly say that I am “an award-winning author” in my author bio is very helpful, and having the evidence of the win on the covers of all books sold is also a boost.
How Much Do I Want to Spend on Marketing?
Fortunately for me, my publisher, Reagan Rothe of Black Rose Writing (BRW), provides three very helpful services. First, he and his sales team negotiate reduced rates for many different marketing tools (reviews, promotions, giveaways, etc.) with the sponsors. Currently, they do this in two ways. First, they offer their “2019 Black Rose Writing Cooperative Marketing Catalog” (no doubt 2020’s catalog will come soon), which lists packages of marketing services and promotional venues ranging from $100.00 through $3000.00. They can do this because of the economies of scale, since BRW publishes many authors.
Second, they also offer individual marketing tools—such as professional reviews with various reviewing agencies—at a reduced rate to BRW authors. They call this the “a la carte” menu.
Third, the house will sometimes match what I pay for a service. For instance, I paid part of the cost of a recent giveaway and Reagan matched it.
The first edition of Climbing the Coliseum was self-published (it was reissued in 2018 by Black Rose Writing with a new cover to match the cover art of the entire Monastery Valley series, all designed by David Levine). I spent many thousands of dollars on it, first for production–the full costs of producing the physical books–and then for various marketing schemes from the publishing company that never paid off. With hindsight and hard experience, I’ve learned to set a firm marketing budget and to choose carefully what services and activities I want to spend it on, rather than listening to a sales pitch and signing checks.
I described earlier the kinds of marketing tools and services I will be using in the campaign for Standing Our Ground. To the question “How much do I want to spend on marketing?” I have a glib answer (“Nothing!”) and a serious answer: I want to spend as much as I can reasonably afford. No, I’m not going to tell you what I have budgeted for this book, but I’ll close with a hint: For the amount I have budgeted for marketing Book 4, I could buy 1003 eBooks of Standing Our Ground, at an unnamed retailer.
I’d be a best-seller in my genre for a day. But what would I do with 1003 eBooks?
Wait. That’d make a heck of a giveaway, wouldn’t it?
Well, here’s what’s coming up as we approach the release of Standing Our Ground on January 23rd: Next week, I’ll offer an early scene from the book, and talk about the importance of the first page and Ray Rhamey’s evaluation of Standing’s opening. The following week, I’ll start a series of blog posts on the topic “Writing the Psychologist as a Protagonist.”