Promoting a book is an interesting activity, and a separate one from writing the book or selling the book to a publisher. Marketing a book is a third challenge, or a third hobby, depending on how you think about it. It requires skills and a mindset that don’t seem related to the first two activities (and those two aren’t related either).
I’ve been playing around with FaceBook ads to see how they impact book sales. Last month my son and I built a campaign for SUMMER OF THE APOCALYPSE. We noticed there was a lot of interest in pandemic related stories, so the timing was right. Other than a couple indignant notes from people who thought we were trying to capitalize of death and suffering (I’ve donated all money that came in from the book to relief organizations), I thought the campaign went well. We definitely moved the needle on book sales while we ran ads, although we spent more than we netted.
A nice feature of FB ads is that you can fine tune what audience will see the ad, and then note what works best. There’s a bunch of control for the author.
For the next month we are working on marketing my last collection, THE EXPERIENCE ARCADE AND OTHER STORIES. This is a collection instead of a novel, and there are features in the book that point it to different audiences than SUMMER OF THE APOCALYPSE. Also, the book is not tied to current events, so our approach is impacted by that (also, I’m unlikely to get letters from people accusing me of profiting from a catastrophe).
Doing this experiment with FaceBook makes me want to learn more about advertising on other platforms. Amazon and Goodreads seem like possibilities. I’ve done some with Goodreads, like doing a giveaway when the book was released, mostly in the hopes it would generate reviews (not as many as I would hope), but I think there’s more to learn than I have discovered.