From Edie: Susan U. Neal shares two effective book marketing strategies for introverted authors. Learn how guest blogging and press releases can help you reach more readers.
Book Marketing for Introverted Authors: 2 Strategies That Work
by Susan U. Neal @SusanNealYoga
Does the thought of walking into a room filled with strangers and introducing yourself make you uncomfortable? How about appearing on television, being interviewed on a podcast, or approaching someone new at a writers conference? If so, you are not alone.
Authors sometimes assume successful book marketing requires an outgoing personality. But some of the most effective marketing strategies can be accomplished quietly from your computer.
In my book, How to Sell 1,000 Books a Month, I encourage authors to consider their personalities when developing a marketing plan. What works wonderfully for an extrovert may exhaust an introvert. Rather than trying to become someone God did not create you to be, use marketing strategies that complement your strengths. For introverted writers, two natural marketing choices are guest blogging and press releases.
Expand Your Audience Through Guest Blogging
You already write, so why not use that skill to market your book? Guest blogging involves writing an article for someone else's established blog. Instead of continually trying to bring new readers to your website, you temporarily step onto a platform where an audience already exists.
The key is to provide valuable content rather than write an advertisement for your book. Teach readers something, encourage them, solve a problem, or share insights related to your area of expertise. Your bio at the end of the article can introduce you and your book.
Guest blogging can also provide another benefit: search engine optimization (SEO). When an established website publishes your article and includes a link to your website, that backlink may help strengthen your site's online visibility.
Look for blogs that serve the same audience as your book. The Write Conversation (TWC) blog serves my audience. The Christian Indie Publishing Association (CIPA) blog publishes articles about writing, publishing, and marketing Christian books. So if writers are your audience too, email CIPA@ChristianPublishers.net with "Guest Blog" in the subject line to request guidelines. I also accept articles related to emotional, spiritual, physical, and mental wellness for my Healthy Living Blog at SusanUNeal.com. Because TWC, ChristianPublishers.net, and SusanUNeal.com have established a high search engine score, publishing an article on these sites with a link to your website may strengthen your website's SEO. If you are interested in contributing a healthy living blog, use the contact page at https://susanuneal.com/healthy-living-blog/.
And here's why this strategy is particularly attractive for introverts: you don't have to enter a crowded room, make small talk, or perform in front of an audience. You can thoughtfully craft your message and allow your words to introduce you to hundreds or even thousands of new readers.
Edie here! I also take guest posts on The Write Conversation. If you're interested, send me an email (edie@ediemelson.com) with the topic and I'll send you the guest post guidelines.
Reach the Media Through Press Releases
Press releases provide another writing-based marketing strategy. A press release—also called a media or news release—is an announcement sent to journalists and media outlets in hopes of generating publicity through newspapers, blogs, radio, television, or podcasts. Authors can write and send a press release when they publish their book, win a book award, speak at a major event, or connect their book’s topic to a timely issue in the news.
Simply publishing a new book usually isn't enough to make a compelling news story. Instead, determine what makes your book relevant. Does it address a problem people are currently facing? Connect with a current event? Offer an unusual solution? Tell an inspiring human-interest story?
It is a good idea to lead your press release or pitch with a story, not simply the fact that you've released a book or won an award. Maybe you could include relevant statistics and facts that demonstrate why the subject matters. For example, instead of:
Local Author Releases New Book About Caregiving
consider an angle such as:
As America's Population Ages, New Book Helps Families Navigate the Challenges of Caregiving
Now you've given a journalist a potential story rather than simply asking for free publicity.
What makes a good press release? Start with an attention-grabbing but accurate headline. Then quickly explain the story in the opening paragraph. Include why readers, viewers, or listeners care about this story? Keep your release concise and include your website and contact information. For each book you publish, send a press release to local and regional media outlets to announce the news.
Get Your Press Release in Front of the Right People
Writing an excellent press release won't accomplish much if nobody sees it. This is where targeted distribution becomes important. CIPA has an extensive email list.
- Consumer eBlast sent to 15,000 Christian readers (costs $105)
- Retail eBlast emailed to 1300 Christian retailers (costs $60)
- Media eBlast send to 400 Christian media outlets (costs $60)
- Book Review Program eBlast sent to 400 Book review bloggers (costs $55)
Rather than attempting to build these contact lists yourself, an established distribution list allows you to reach a targeted audience with one submission.
Let Your Writing the Talking
You don't need to become an extrovert to market successfully. You simply need to stretch yourself when God opens the right door. Start with what you do well. Then trust God to use your words—whether they're printed in your book or published on someone else's blog—to reach the people who need the message He gave you. Which type of book marketing best fits your personality?
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