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The number of independently published books increases every year, and it means there are more authors than ever vying for readers' attention. It raises the importance of book marketing companies because they provide essential services. Even if you, as the author, contribute significantly to your marketing effort, today's competition makes it unlikely that you alone can succeed. It requires the efforts of several people to improve a book's discoverability substantially. If you haven't heard the term discoverability before, it refers to how potentially interested readers find out about a book.

While most of reaching interested readers take place online today, the most influential voices still are those of the media. Therefore, when TV interviews or magazine articles are repurposed online, they become the content that persuades someone to buy a book. Online reviews and coverage on well-read and appropriate blogs also belong in the mix. The key to success is to be present and visible in many channels simultaneously. If you try to overemphasize one channel (such as social media) while overlooking another, it seldom brings the desired result. People need to hear something more than once.

When you've written a book, you've established expertise in your topic area or as a fiction writer. It's why an increasingly successful and popular book marketing technique has become writing bylined articles for the media. A brief bio appears at the end of each article and is where you can gently plug a book. If the article is good, some readers will likely want to find out more and buy a book. Of course, TV interviews and quotes in media stories also are helpful and make excellent linked content for author websites and social media accounts – they increase your credibility.

For independently published authors with aspirations of becoming full-time writers, a good book PR campaign can help attract the attention of agents and traditional publishers. More than one successful author these days has found entry into the business with a self-published first book. If you can show a significant fan base and decent sales of your first book, it will get people's attention. Therefore, for many reasons, authors need to be active participants in their book marketing programs. When possible, working with a book PR firm helps, especially when they have excellent media contacts.

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