Book Marketing: sell your soul to Lucifer and Capitalism
Marketing tends to be a devil word. We usually think of marketing as someone shoving a product down your throat, without your consent. To pull on the comparison, Marketing = commercial rape. With this vision I of course understand why authors would be reluctant to go into it for their book. It’s a total misconception of what marketing is. Marketing is only being coherent and true to your conviction.
Now, you may not feel this harshly about marketing but you may feel that a book isn’t some product you should market and more of a piece of art, a beauty, a soul, a world in itself.. You are allowed this conception but when you decide to publish your book, you are in fact taking the same position as any person putting any product or service on a market. Let me show you:
|Random product:service owner||Author-Publisher|
|Someone has an idea of a product and, with either hours of research, analysis and market investigation or just guts, decides that it’s worth putting on the market.||Someone has an idea of a story and writes it, with either hours of research, analysis and publishing trends investigation or just guts, decides that it’s worth publishing.|
|This means this person has the conviction that this product will truly interest a group of people (the audience)||This means this author-publisher has the conviction this book will truly interest a group of people (the audience)*|
|The thing is, this group of people isn’t aware of the existence of this product.||The thing is, this group of readers isn’t aware of the existence of this book.|
|This means the owner of the product will have to let them know.||This means the publisher of the book will have to let them know.|
|Otherwise there was actually no reason to develop the product.||Otherwise there was actually no reason to publish the book.|
|Just telling them that the product exists won’t be enough as they won’t know why there is value in it for them.||Just telling them that the book exists won’t be enough as they won’t know why there is value in it for them.|
|The product owner will then have to find out where the group of people may read-hear-learn about new products and…||The book author-publisher will then have to find out where the group of readers may read-hear-learn about new books and…|
|… Show them the value of this specific product.||… Show them the value of this specific book.|
You aren’t selling your soul to capitalism by marketing your book, you’re just staying coherent with your decision to actually publish it. If you put your feet in the shoes of a potential reader, how do you take him from his home and daily life to your book? Really think about it. Why would he go there? I’m not talking about having him go to a bookstore (online or on streets): he’s a reader, he’s already going there. I’m talking about him going to the web page or shelf space exactly where your book is, and clicking on the “buy” button or taking the book to the register, rather than going into any other web page or shelf space. Why, If not because he heard about you and your book? How would he hear about it if not by you talking about it where he is listening?
* If you aren’t convinced that your book will be of some interest for a group of readers, why the hell are you publishing it?