Author Archetypes and Marketing Strategies
Table of Contents
Your author Archetype is Blogger
The main thing that distinguishes the author-Blogger from other writing archetypes is the desire to actively communicate with their audience through blog posts, podcasts, videos, articles, etc.
A Blogger always has a theme that is the basis of his work, as well as his own approach to it. The topic can be anything—from cooking to space, from the personal life of the Blogger himself to macroeconomics. At the same time, the Blogger does not position himself as an expert. His purpose is to inform, captivate, or entertain readers.
He searches for new data, analyzes events, expresses his point of view, and exchanges opinions with subscribers. In addition, he constantly organizes events—be it publications on the network, broadcasts, or joint events with colleagues. All this is a joy to him, because for a Blogger, communication on the Internet is the most important component of his life.
Subscribers initially join the Blogger because they are interested in the topic he has chosen, and then they are imbued with admiration and respect for him. This creates a sense of loyalty, and this, in turn, leads to purchases of the Blogger’s books that are related to his topic, at least conceptually.
The key conditions to success for the Blogger are the desire and ability to explore a popular topic over a long period.
Bloggers are sociable people, and this communication is the fuel for their creativity. It is during discussions that the most wonderful ideas are born, which then become the basis for books.
Social networks are a native environment for a Blogger, because communication with other people fills him with energy. Often, the authors of this archetype reproach themselves for “wasting” time on the Internet. But in fact, many envy their ability to communicate and write posts and comments in any quantity.
Social networking is the most powerful promotional tool, and those who feel at home with it have every chance to quickly build a fan base and start earning.
Optimal Creative Strategy
A Blogger can write both fiction and nonfiction. For him, books are one way to interact with his readers. With their help, he reveals his topic, gives additional arguments, or invites readers to a dialogue.
The author’s blog is a place for discussion.
For example, the author writes books in the genre of romance, and then discusses the relationship of the characters in his blog. In this case, the blog can be devoted to the psychology of relationships, cosmetics, sex education, or fashion.
The topic of the blog and the book should be in the same stream so that the reader perceives them as phenomena from the same universe. The ideal state of affairs is that those who like such books want to subscribe to such a blog and vice versa; those who subscribe to such a blog like the books of this author.
For example, an author-Blogger maintains a culinary blog and writes detective stories, the main character of which is a cheerful cook.
A blogger can make money on books, as well as monetize the attention of his audience.
Usually, monetization starts with 10,000 active subscribers, but if the topic is monetary and highly specialized, then money is earned even with a small subscription base.
For example, we can talk about training horses or special ways of processing wood.
Bloggers with a subscription base of 50,000 or more can already comfortably exist by placing affiliate discounts, as well as selling goods and services—including their books.
How Does the Reader Find Your Book?
The main task of the Blogger is to attract as many people as possible to his site.
First, a person becomes a blog subscriber and only then, a book buyer. Subscribers are a very loyal audience, as the blog creator is an authority for them. That is why the Blogger can write any books within the framework of his topic, and they will still be bought and read.
Subscribers are recruited in the following ways:
- Advertising blog posts on social media.
- Exchanging subscribers with other bloggers through joint broadcasts and guest posts.
- Posting interesting comments on the biggest blogs on your topic. The comment should be such that the participants in the discussion want to see who the author is.
- Subscribing to discussion participants on your topic.
- Creating viral posts that your subscribers will share in their accounts.
- Participating in online and offline events dedicated to your topic.
How NOT to build an audience:
- Participate in flash mobs “I like you, and you like me.”
- Participate in giveaways where you are invited to subscribe to 20 accounts to participate in the prize drawing.
The Reader's Path to Purchase
All marketing efforts of the Blogger should be aimed at people who are interested in his topic and—at the same time—read books in his genre. It is desirable that they also like to take part in discussions, because this helps progress.
It is for this reason that blogs are often posted on social networks where such people gather.
After the first acquaintance with your publications, found by recommendation, comments, or through advertising, people come to your account, study what and how you write, and—if everything suits them—click on the “Follow” button.
They read your posts and trust you.
From time to time you publish posts in which you talk about your books. Book discussions are a very powerful motivator. Wanting to understand what it is about, new subscribers buy your work.
At the beginning and end of the book, you should tell the reader what is important to you—what you think about this topic . It is also necessary to indicate exactly where the reader can speak so that his opinion is heard. Redirect the reader to your social media blog or website.
Why do you need to collect email subscribers?
Posting a blog on a social network has one big drawback: you are not able to influence the social network and its politics. The social network can change the algorithm, block your blog, stop showing your posts, or close altogether. These events always happen unexpectedly.
To protect yourself, you need to have direct contact with your audience. The most reliable option is a list of your subscribers’ email addresses.
You collect their emails in exchange for some free content—additional stories, videos, maps, collections, etc. From time to time, you need to send messages to subscribers about your updates—whether it be new articles, books, or any discounts. One or two letters a month is enough.
Where to Sell Your Books?
If you already have an audience, the most profitable option for you is to sell books on your own website. By doing this, you do not have to share income with intermediary sellers.
However, it should be borne in mind that most readers prefer hyped marketplaces, like Amazon, Kobo, etc., where they go to buy books.
It is important to give readers a choice: buy a book on your site and get a discount or bonus, or go to an online store and pay more.
Social networks are an indispensable element in the Blogger’s business, as they are the main resource for attracting new subscribers and readers.
First you need to choose one social network, fully master it, learn how to attract and retain subscribers, and then convert them into readers.
After that, you can expand your business to new sites.
Your social media accounts, where you are not active, must be properly designed. You need to publish several posts in which you talk about yourself, your books, and your blog.
Provide links to it and to your site. Texts can be the same in all inactive social networks.
Thus, an inactive account turns into a business card, so that interested people can easily find you and follow the specified links.
Your main active account must be maintained according to all the rules of marketing science. You need to track trends and create posts in the appropriate format so that the social network algorithm helps you move forward.
For example, Stories were popular on Instagram until 2022, but now Reels. And everyone who blogs on this site had to change the format of their posts.
In order for the social network to actively promote you, you need to post content every day, and in some social networks, several times a day. This takes a lot of effort and time, so this option is only suitable for those who really like to spend time on social networks, and enjoy the process of creating content—and not just any content, but on a specific topic.
On the other hand, a successful blog is the best base for selling goods and services, including your books.