Which Book Marketing Strategy
Author Archetypes and Marketing Strategy
Table of Contents
Every aspiring author at some point thinks about marketing their books. Most often this happens after the book is written and published, but, contrary to all hope, only friends and relatives have bought it.
The author begins to look for the reason for the failure and, in the end, comes to the conclusion that the book needs to be promoted.
Immersed in the Internet, the author gets even more confused, because there are a lot of tips, but it is not clear which ones to apply.
Many people start doing what they like the most, or what seems to be the easiest, or use what someone else did… They spend a lot of time and money and get unimpressive and unstable results.
Other authors try to outsource the marketing of their books to professionals and spend even more money. But the results are unreliable, and without these professionals, they cannot be repeated. Moreover, all earned profits have to be given to marketers, and sometimes even at a loss. There is a lot of activity, but little result.
The third category of authors generally falls into oblivion and does nothing, because it is not clear what exactly needs to be done. And spending your money and time randomly is an unaffordable luxury.
I hope that the method I propose will solve this problem.
Step 1. Decide: Do you have a hobby or a business?
First you need to decide for yourself – what is writing for you: a hobby or a business?
If it’s just a hobby, then you don’t count on receiving money and fame. You want to be praised for writing a book – but that’s all. If this is the case, you don’t need to promote your book. It is enough to publish on any of the self-publishing platforms and be a member of several authors’ groups.
If you want to become a professional author and dream of making a steady income from your books, however, you need to consider writing as a business, and yourself as the director of this business.
Where do you see yourself as an author in five years? And after ten?
Here lies another trap. The author thinks: “Well, how do I know what I can do? Will readers come or not? Will the publisher agree to publish my book or not?”
If you catch yourself thinking like this, then you are shifting the responsibility for your success from yourself to readers, publishers, etc. With this approach, your success is like a lottery in which you have little control.
There is another approach where you consciously take full responsibility for your writing career. You set a specific goal for yourself and do everything possible to attain it.
You have specific tasks, and you look for and find ways to solve them. In this case, success becomes inevitable.
Step 2. Think about the concept of your business
In order for you to have a business, you need to have a vision, i.e., what exactly you desire to create. Imagine that you are building a house without an architectural design and blueprints. You will spend your energy, money and time, but the building will still fall over, and it will be impossible to live in.
It’s the same with your writing business. If you have a well-designed plan, then you can predict what the result will be, but also calculate your efforts and investments.
To do this, you need to make five decisions that will form the concept of your business.
Decision one: Who will pay you the money?
Who is your target audience? In what ways can you separate your readers/buyers from everyone else?
Decision two: What will you be paid for?
What exactly are you going to sell? Books are your product, and before you produce them, you need to know if there is a demand for this kind of product.
What specific books are your target audience ready to buy?
What else can you sell to your audience besides this? Is he/she willing to pay for merchandising, lectures, courses, consultations, etc.?
Decision three: Where and how will you sell your books?
You need to organize a sales platform (your website) or use a ready-made service (self-publishing platforms).
The reader/buyer should be able to see your products and pay you money.
Decision four: How will you attract new readers?
Before paying you, people should know about the existence of your books and familiarize themselves with them. Thus, you need to decide on the methods of attracting the audience – whether it be advertising, social networks, public speaking, media, etc.
Attracting an audience requires costs – either monetary, or temporary, or both. Are you ready to go for it?
Decision five: How will you keep your audience?
If you stay in touch with your readers, then you won’t have to pay to re-engage your audience to sell them your next book. You can organize a mailing list, manage social media accounts, or a combination of both.
I’m sure you don’t have the answers to most of these questions right now, and that’s okay. After all, to make an informed choice, you need to find out what approach is right for you.
You don’t have to worry about that: I’ll give you all the materials you need.
Step 3. Decide on your writing archetype
There is no single recipe for running a writing business. For each author, one thing may be acceptable , but something else is completely unacceptable.
For example, someone likes to communicate with readers, but another person does not. Someone likes to spend time on social networks and create content for them, while someone else does not know what to write in posts.
Each author has his own set of skills and abilities that can be utilized to grow a business.
I identify five archetypes of authors who write books for adults:
- A recluse is an author who prefers not to go out in public.
- Zateinik is an author who actively engages readers in the world of his books through social networks, newsletters, events, etc.
- A blogger is an author who gathers an audience for himself as a person, and then sells books to him or her.
- An educator is an author who popularizes his ideas or beliefs by any means available.
- An expert is a professional in a certain field who writes books on his topic and thus increases his authority and attracts new clients.
Take the quiz, answer ten easy questions, and discover your own writing archetype.
Afterwards, you will receive a description of the marketing strategy that is right for you.
I strongly recommend that you familiarize yourself with all author archetypes and strategies for developing them, because often authors are of mixed types.
Thus, you will get an answer to the question “What kind of marketing strategies are there?” and you can return to Step 2 to work through the five questions above. As a result, you will have a complete concept for your writing business.
If you have any questions, please send them to email@example.com
I will try to answer them in one of the mailing lists.
Successes in creativity and promotion!
Quiz for Authors
Your ideal strategy depends on your writing archetype. Take the quiz and find out which archetype you belong to and what marketing activities will bring you new sales and new readers.Take the Quiz
Read more about Author’s Archetypes.
Gain clarity about the types of author’s business and possible promotion strategies.