What a novelist needs to know about marketing

Jay asked, "In your view, what are the essential things a novelist has to understand about marketing?" 

I talk about marketing a lot, Jay, so let me see if I can simplify it...

1. YOU

Author, YOU are responsible for your marketing. Not the publisher. Not the agent. You. The publisher and agent will both help, and they ought to bring something to the table or they aren't doing their jobs. But the book is yours -- nobody else knows it as well as you do. Nobody else is as enthusiastic or as committed to it. Nobody else has as much riding on it. So give up any illusion that the publisher is going to take over your marketing -- I'm just not seeing that very much any more. If you don't take charge of your marketing, it won't happen. 

Just reading over those words, I realize that, for many authors, this is tough to hear. But I'm serious -- I never hear an author say, "Gee, I'm thrilled with the marketing my publisher is doing on my book." Instead, I generally hear authors grousing about the crummy marketing or the little work being done. And my response from now on is going to be to tell the author to change his or her perspective. Start being appreciative of the few things your publicist gets right. Start saying "thanks" more for the fact that your publisher is doing ANYTHING. And then just go do the rest of it yourself.

2. PLAN

To do that means you're going to have to educate yourself. Just as you've had to learn the ropes of how to write well, I think most of us are going to have to learn how to market well. You'll have to pick up a couple of marketing books, maybe attend a marketing class or seminar, and do some digging to figure out what makes a good marketing plan. (Sorry. I realize you didn't sign up to be a marketing specialist. You're a writer. But today, if you're going to make a living at the art of writing, that means you also have to be a marketer.)

You're going to have to learn to think long term. It's going to require some hard work. And it's going to mean consistently making time to market, which most authors hate, since they'd rather be writing. But I think every author, on every book, is going to need to create a marketing plan. (No, I'm not kidding.) Your publisher probably gave you some pre-packaged marketing plan that basically says, "We're going to put you in the catalog and try to do some other things." But it won't be much.

Let me offer an example: Right now, a lot of publishers are putting together blog tours. One of the novelists I represent who is a GREAT writer just had a blog tour for her latest release with a mid-sized house. I love the folks at at that house -- a great team, and they're really trying to break out with some good fiction. They've signed good people, and are producing some wonderful novels. But I don't think they know how to market fiction yet, since they've never done it before. So they sent this author out on a blog tour to be interviewed a 20 or 30 blog sites. She was great, but I don't think it helped sell any books. It seemed to hit the same 300 people as everybody else, and there wasn't much participation. Again, that's not to say a blog tour is a bad idea, or that the publisher isn't trying hard, but that they don't yet know how to make it work. We appreciate their efforts, and know they mean well, but in the end it doesn't seem to add up to much in terms of book sales. So, from my perspective, that means the AUTHOR has to learn how to be the marketing expert.

3. WRITTEN

I think a novelist has to sit down and write out a marketing plan -- something that lists the genre, details who the audience is, summarizes the novel's unique qualities, and explores how we're going to reach readers. You have to figure out where your readers are, then go reach them. Too much marketing talk is just publisher happy-talk or general marketing BS -- it can be awfully short on specifics. So write it down. Let's get all the pieces in place, figure out what we need to do, then try to mesh that with what the publisher is planning to do so that we don't overlap efforts (and waste money).

Next, the author has to figure out how to use his or her gifts effectively in marketing. Let's face it: not every author can go on a speaking tour. Not every novelist is great on radio and TV. So thinking about what your strengths are and how to use them effectively is an essential step. 

Nothing will make this all seem so real as sitting down and writing out a plan. It's hard work, and a bit scary, because we realize how much there is to accomplish. But I think this is the next step in the process -- to create some sort of written document that helps us see what we have to do.

4. RESEARCH

Writing something like this requires research. I just hired my daughter Molly (one of those out-of-work college graduates you've been reading about) to do some research for me. I asked her to poke around on the internet and tell me "where do writers go for career information?" and "what are the most popular craft-related sites?" and "who are they listening to for career advice?" I needed to know some basic facts if I'm going to have my blog become more useful. (And a side note: Chuck Sambuchino just named this blog one of the five best literary agent blogs in the biosphere. I'm totally flattered... and I plan to call Chuck and make sure he has his doctor up his meds.)

The author needs to figure out where potential readers go. My guess is it's not the blogs her publisher had her visit. She writes novels that appeal to moms. Do readers go to mom sites? To humor sites? To fiction sites? To CNN.com? It seems like the first step is to figure out where potential readers are already heading. The next step would be to figure out how to get onto those sites. That would be followed by figuring out what would interest and appeal to those readers. Once the author does that, she can start to craft an actual strategy for marketing her book. 

Um... okay, there's lots more that I could say, but I'm starting to bore you. More later, but I wanted us to begin with these facts as a foundation.

Maybe one more thing: I think we HAVE to be marketing. In today's economy, I just think an author who wants to be read, who wants to be successful, will choose to invest time and energy and money in marketing. A basic truth for writing today, in my view.

I'm off to Orlando, where I'll be hosting a fiction writers retreat with two of the best novelists in the business -- Lisa Samson and Susan Meissner. We had planned to limit our time to a dozen writers, but I think we've had a couple late cancellations, so if you're in the area and want to attend, get in touch with the coordinator, Tiffany Colter, right away (tiffcolter at gmail.com). Would love to have you join us. She can tell you price and location. Mention the blog and she'll give you a discount! 

Comments

[Rachel Hauck]

What I want to know is why the publishers don't market. They have people, money (more than most authors) and the contacts with print and radio media.

If publishers don't know how to market fiction, how is the author supposed to know?

Have fun in Orlando!

[T. Anne]

I'm excited to market my novel when the time comes. I plan on maximizing on my husbands marketing expertise. We already have a game plan in place. It's all in God's timing.

[Heidi Bylsma]

Wow, Chip. Saw your tweet about this blog post and your request for a response. AWESOME! I am new to this marketing thing and, while I have contributed to some anthologies and been a collaborator on a published book, I just submitted my first "real" NF book proposal to a literary agent (who I am thrilled was willing to even look at it!). I spent a week at the Mt. Hermon Christian Writer's Conference learning from Laura Christianson of http://www.bloggingbistro.com. It was an invaluable education (and fun, too!). I am eager to take your suggestions to put a plan in writing together with some of what Laura taught us that week. I have shared a link to this post with the woman I am co-authoring with (she claims she is technologically "backward," but we will change all of that!). Thanks so much!

[Karen Robbins]

In my humble opinion, you are right on with your comments about a blog tour. When we did ours for A Scrapbook of Christmas Firsts, we hit 50 bloggers but we tried to concentrate outside of the circle of writers' blogs we are all so familiar with. Our book appeals to moms and so we looked for "mommie" blogs. Some didn't have a huge following but it was still a pebble tossed into that pond and the ripple effect was enough to get us off to a good start. Some of those bloggers still promote our book around the holidays.

[Sharon A Lavy]

I love to promote other authors on my blog, if I enjoyed their books. So is that a waste?

[Wendy]

Very cool how Chuck named this blog one of the best. I know I’ve learned a lot here and that conference in Orlando sounds fantastic.

The idea of marketing my novels thrills me. I know I just need to research more and get a firmer grasp on marketing in my genre.
~ Wendy

[Theresa Lode]

I can't read a piece about marketing and not think about Seth Godin. The man is a marketing genius and he frequently writes about the business of writing, being a writer himself.

If you've not yet read "Linchpin" I urge you to do so! Seth's blog is another must read blog.

I have recoiled at the thought of marketing but am slowly coming around to "Hey! I CAN do this!" Especially when I remember there are people out there that NEED to hear the message in my heart.

And you fellow writers, have something in your heart that only YOU can bring to a tired, weary world. :)

Thanks once again for the great info, Chip.

[Angela Meuser]

Not boring. Good stuff. Looking forward to more. :-)

[JTronstad]

Chip -- I know what you are saying about most publishers and marketing is true, but I don't think it is right. If an author has to carry the marketing on their book, they are better off self-publishing, aren't they? Fortunately, I have my books with a publisher (Harlequin) who does carry the ball in marketing. But for publishers who do minimal marketing, all they are then is a printing press and an endorsement. I do not believe publishers will prosper with such a plan -- and, at the very least, they need to increase the author's cut in that case.

[Michael K. Reynolds]

It always surprises me how "sales adverse" writers can be. As a Christian marketing professional, I work with many different ministry organizations. I have found that changing the word "marketing" to "communication" seems to make it more palatable. As writers, we all need communication strategies that will connect us with our potential reading audience. Having a clear concept of who our readers are and what they are seeking will make us better writers. Getting the word out about our books should be a joy and a priviledge and not one we'll want to leave purely in the hands of others.

[chip responds]

I'm not really debating whether this is right or not, JTron, just noting where we're at. And no, few novelists are better off self-pubbing -- self-pubbed novels have had a hard time getting widespread distribution, and then ALL the marketing is on the author. You're with a house who is doing a lot of subscription sales, which puts Harlequin in a different category. With their trade releases, they still want their authors to market the books. The days of the publisher handling all marketing are gone, like it or not.

And Michael, that's a very helpful thought. Thanks!

[Laura Droege]

@ Michael: Thanks for the idea to switch from "marketing" to "communicating". I've never been big on selling stuff; I think I didn't join the Girl Scouts just so I wouldn't have to sell cookies. And marketing my own product makes me feel queasy, honestly. Thinking of it as "communication strategies" helps. Thanks.

And thank God that we don't all have to be speakers and do the radio/TV thing. I'd rather sell Girl Scout cookies than be on TV.

[chip responds]

Hey Sharon - No, I was NOT suggesting you shouldn't have authors on your blog. My point was that a novelist who just goes to the same blogs everybody else is going to can't expect to have a big marketing impact. There's a feeling that some authors just keep hitting the same small group of folks, and they need to think about reaching out to a broader market.

[Yvonne Charneskey]

I'm hoping you'll write about the best ways to use video as part of marketing a book. We find it useful for authors to be able to set up book signings in other communities---or even sell books---from having a video of the author and what they were thinking about when they wrote the book, etc.

[David Todd]

The hits just keep on coming. Not hits like in baseball or pop songs, but as in boxing--difficulties along the road to publishing. Every writers conference I've been to, every blog I read, every e-book I download, describes a process to become published that gets more difficult by the year. Now it's not enough to join in the marketing effort your publisher will suggest, even take the lion's share of the work. Now you have to plan the whole marketing campaign, which requires you to study marketing the same way you study the writing craft. Writing time was hard enough to come by, to have to add that in.

And so the dream takes another long step to the graveyard today. The end is clearly in sight.

DAT

[chip responds]

Well, sure, it's tough to get published. But... when has it ever been easy to make a living with art? Every violinist I know, every painter, every dancer, every actor -- they all struggle to get enough done in order to make a living. If you've chosen writing as a profession, and want to earn your money as a free-lancer, you're facing a lot of blows, David. That's just the nature of the world of art, I'm afraid. On the other hand, if you're a writer you have a story in your head, and you've simply GOT to express it or you'll go mad. Expressing our art is what we do. Marketing is just part of the real-world aspect of making a living at it.

[David Todd]

Chip:

If only the target didn't keep moving. First it was willingness to participate in marketing. Then it was willingness to do the lion's share of the marketing. Then it was a platform and the need to have it before even thinking of submitting anything to anyone. Now it's the need to study marketing and have a written marketing plan, I assume you mean all before you even think of submitting to anyone.

What's it going to be next year? Will we have to own 5000 shares of stock in a publishing company before we can submit a query?

DAT

[Susan Meissner]

I was the novelist on a panel last Friday night at Biola University and this same question came up. How much marketing does the writer need to do and why exactly does he need to do it? He's a writer, not a marketer.

I'll share my answer here because I've made some concessions in my writing life regarding how successful I can make myself from a purely numbers standpoint.

You can look at writing as a business or an art form. If it feels like a business to you, if you are going to approach it as a business and expect businesslike dividends (financial success) you'll need to give up a large portion of your writing time and learn to heavily promote your writing, just like any other business must promote itself.

If it is more an art form to you - meaning your success as an artist of words is measured in the joy and meaning you bring to yourself and others, not in units sold, then you will have unburdened yourself of feeling like the overworked and under-skilled CEO of your own marketing campaign.

Novelists have no platform. We are storytellers. What I write feels like art more than anything else. I do what I can to promote my art, but at the end of the day, I am okay with saying I am a writer, not a marketer. I write stories. That is my concession. And I am okay with that.

[lynn@queenofthecastlerecipes]

Hi Chip, If your mom writer on the blog tour wants to send me a recipe, I'll try it out and post it on my recipe blog (http://www.queenofthecastlerecipes.com). And then I'll post a link to her book. I've done this with maybe half a dozen authors
(generally people I know, either in person or via the internet) and have found it's a fun way to make connections. Everyone's gotta eat, and I think blog readers appreciate feeling like they have some kind of personal connection with an author. I have no idea if this sells books -- but I'm
tryin'.

Thanks for your blog. I read it faithfully.

Lynn Walker
aka queenie

[Donna Marie]

Wow! Talk about a loaded subject *sigh* I REALLY do appreciate your straightforwardness with this, Chip, but I feel the same way as Rachel, JTronstad and David Todd. I am glad to know it, but I find it extremely discouraging. I know that I would be willing to do whatever possible at a publicist's or publisher's suggestions (and expense), but there is no way I can devote that kind of time to learn marketing; I simply don't have the head for it. I do agree that the author should get a bigger percentage if we are expected to take all the marketing on our own shoulders. I realize there are cutbacks and things are tighter, etc. etc., but since when do the authors have the better position to take on the entire burden? I think it's terrible and I'm feeling very discouraged by it because I know my limitations; I don't have the means, the energy or the time to devote most of it to marketing. Hell----just the thought of setting up a blog and then getting involved in all the social media is a huge burden. It's difficult just to keep up with my newsletters! Sheesh! I guess we're not expected to have lives outside of writing and marketing. Yep----- VERY discouraging.

And, btw, I agree with Chuck (I think I found your blog through him, not sure)---this is an EXcellent blog! Thanks for the clear info you impart. It's exTREMEly helpful, regardless of how painful it can be. Life is too short and precious for skirting the real issues.
Donna

[Rachel Hauck]

More thoughts on marketing:

Most publishers DO market. Maybe in the "marketing and promo" discussion we need to clarify that most of the marketing and promotion effort and dollars go to the name and best selling authors.

So the continual talk about authors needing to market their own work is aimed at the new and mid list authors trying to build a brand. We can't sit back and expect the publisher to do it all. We need to market, participate in social media, have a "wow" web site.

Even now big name authors in CBA like Karen Kingsbury and Ted Dekker do a lot of promotional work. Some on their own. Some tied to the publisher.

But the idea that publisher don't know how to market is misrepresented. They do. It's more a matter of where they aim their focus.

Rachel

[Nina Walsh]

Dumb question of the day: What is a blog tour?

[Raquel Byrnes]

As always, a wealth of helpful information. No one ever told me this at the conferences and writing classes. Thanks so much.

[Rachel Hauck]

Nina, a blog tour is when an author works with bloggers and reviewers to feature his or her book on the blog. CFBA is one of the most popular fiction blog "rings" where people agree to feature a book on their site at a certain date.

Publishers work with CFBA to find a tour date and then sends reader copies to bloggers who sign up to host that particular book.

Some authors work with agencies like LitFuse or other publicity companies who are in touch with bloggers and reviewers.

The idea is to find bloggers who reach the authors audience.

Rachel

[Colleen Coble]

I'm sure there are some smaller pubs who don't market, but many publishers DO. My marketing team at Thomas Nelson is so creative and comes up with so much great stuff. They are always quick to jump on any suggestions of mine as well. I try to do my part with social networking (mostly because I love connecting with readers) but they really do the bulk of it. And that leaves me free to write!

I think Susan is right. Every author has to figure out their place in the scheme of things. I've always heard the best way to sell a novel is to tell the best story you can so you get word of mouth going. So that's what I try to do and leave most of the marketing to Jen. :-)

[JTronstad]

I will say that I have found an easy-for-me marketing tool on-line and that is the Goodreads giveaways. I've had up to a thousand people enter contests to receive a free copy of one of my books. I generally give away three copies of a book and Goodreads does it all -- collects the entries, picks the winners, and gives you (the author) the name and address to send out the books. As people enter your contest, they can also mark your book 'to read' and you can see who they are. I highly recommend it to authors.

[The Yummy Mummy]

I love this post (and the whole blog). I'm so glad you are saying this.

When I hear writers disparage the idea of social media and think of it as an exhausting stressful exercise, I feel like I want sit them in front of my lap top and show them how social media has changed everything about my writing and my career.

I was a ghostwriter for years, operating in seclusion and going job to job by word of mouth, but my blog and my presence on Twitter has helped me create a name for myself as a writer in my own right and created a place where people come and read my writing on a consistent basis, with instant feedback and immediate criticism and support. I know what I do well and what I don't because people tell me.

I have access to people in my industry that I would've had to strike up a conversation with at a cocktail party. Now, they follow my Twitter feed. Imagine how cool it is being a food writer and having Jamie Oliver following you. Imagine how easy it would be to DM him and ask him to write a blurb for your book. Access. Access.

I'm nearly finished with a book proposal for my book and I'm in a great place to sell it because I am part of a larger community that will organically help me sell and buy my book. I am keenly aware of who my market is and in five minutes I could write a list of 50 sites for my blog tour that I know will hit my target audience. I also know where I should be guest posting and what pubs I should be pitching. After this experience, I will never let a publisher tell me where I should do my blog tour because I know better than they do. And I should.

The idea of a platform isn't to get out there and start hocking your book on Facebook, that does sound excruciating. It's just to get you out in the world, talking to other people, sharing ideas, supporting other people's work, sharing links to great blogs and articles (that's how I found this post) and being part of the world. Then, when you need to get word out there about your book, there will be a bunch of people happy to help you do it because you've built some credibility.

Didn't mean to rant. I think this is a worthwhile discussion and the comments are great. Thanks for taking the time to post this wonderful, straight forward advice.

Kim Foster

[Mavis Duke Hinton]

As another author who has been disappointed by a publisher in the past whose marketing rep "forgot" to take care of a promised marketing tip I had, then "didn't know how" to get in touch with a book club to get my book featured (where only publishers are accepted, not authors), I feel everyone's pain--I've been there. In my pilgrimage to learn how to market my book myself, I've found that having a facebook business page and using free classifieds online (like craigslist) allow me sell far more copies than than book signings do. Keep plugging away, fellow writers--I've morphed into a shameless plug for my book :). I used to cringe when faced with the idea of actually selling (it is not a natural inclination of mine), but books by unknowns rarely sell themselves.