Author Archives: IrinaChan

Book Marketing Strategy for Authors

“πŸ™…πŸ»β€β™€οΈ Not every marketing strategy suits you!
πŸ“šYou want your books to sell well, and you’ve probably learned a wide variety of marketing techniques. However, this does not help much, because it is not clear what advice and in what sequence the technique should be applied in your particular case.
Every author has a different situation, and not all marketing tools are suitable. 
How to determine – how to promote your books? πŸ€”
Your successful marketing strategy will depend on three main parameters:
πŸ”· Your product – what kind of books you write;
πŸ”· Your goals – in what direction you are going to develop;
πŸ”· Your resources and preferences – what skills and capabilities you have and how much energy you are willing to invest in promoting your books.
Book marketing tips found on the internet often don’t work, not because they’re wrong, but because they don’t work for you.
To help you out of this impasse, I’ve created a quiz to aid you in identifying your writing archetype as well as marketing activities that will take your book sales to a whole new level.
Take the Quiz
Find out which author archetype you are and what marketing strategy best suits you.

Take the Quiz

Find out which author archetype you are and what marketing strategy best suits you.

How Do New Authors Get Noticed

How to find your readers

πŸ“• Sometimes we buy a book, read it, enjoy it, and don’t care who wrote it at all. After reading, we will only see who the author is and whether he has written other books.
And if we don’t find anything, we forget about this author.
If we find the author’s website, all his books, and links to social networks, then there is a high probability that we will buy and start reading the next book and look at the social media pages.
This is the strategy I call “From Book to Author.”
Another way to find readers is the strategy “From the author to the book.” First, we get to know the author – for example, find his pages on social networks. We start with fondness for the writer and are interested in the topics the author covers. Having learned that there are books by this author, we want to buy and read them.
Readers (consumers) ‘ behavior determines authors’ (sellers) promotion strategies.

The first method how to attract readers: “From book to the author.”

πŸ”Ή You can get into the publishing house and hope it will be successful: your book will be placed in stores, and readers will find you. It happens, but very rarely. Large publishing houses publish thousands of titles yearly, and only a few become significant bestsellers.
πŸ”Ή Another option: someone who is already very famous and has followers and fans like your book. This celebrity will recommend your book, and many people will buy it.
πŸ”Ή The third option: you can advertise your book on the Internet to attract readers.
All these options will lead to a certain number of people reading your book.
And then what?
Suppose readers liked your work, and some recommended it to their friends (average 15%). But over time, your sales will come to naught. We need to face the truth: this is the fate of the vast majority of books. There are exceptions, but they are sporadic.

Let’s look at the second book promotion option: “From author to the books.”

You gather your own audience BEFORE the book is published.
You can become famous as a blogger, specialist in your field, teacher, commentator, journalist, analyst, etc.
You can amass an audience:
πŸ”Ή in social networks – through interesting posts,
πŸ”Ή using mailing lists – we offer to subscribe to our news in exchange for another book, valuable tips, etc.,
πŸ”Ή at events – streams, live broadcasts, seminars, guest posts, etc.
If you offer your book to many people who already know you, you guarantee a successful release.As a result, after publication in the publishing house, the author receives a certain number of books sold and the status of a published author.
The author does not have access to the readers of his book, which means there is no way to sell them his next book. The only hope is that some readers will be so interested in the book that they will look for the author online.
If you consciously collect your fan base, you are not dependent on publishers, critics, stores, etc. You can sell your readers anything and anytime.
Having a fan base is a social proof of success that is important for everyone who works with authors, including publishers and the film industry.
Subscribe to my blog, and I will tell you how to build such a promotion system.

Identifying Your Reader: Who are the target audience of the book?

Who Will Be Your Readers?

As stated in the previous post, your readers are fans of the genre you work in – this is your target audience.

But this is a very vague concept, and it must be clarified.

Why is it essential?

πŸ”Ή If you do not know your readers’ gender, age, and geography, you will have difficulty setting up ads. Effective advertising for authors is critical. Otherwise, how will you find new readers?

πŸ”Ή If you don’t know the core of your audience, you have no idea who you’re talking to. As a result, you will have never-ending problems writing copy for social media, your website, authors’ pages etc.

For example, fans of romance novels πŸ’ž 15-25 years old and ❀️ 35-55 years old are completely different audiences.

Girls dreaming of a prince 🀴🏻 and ladies dreaming of a smart man πŸ‘¨πŸ»β€πŸ’Ό need different characters, different book covers, different book descriptions and different advertising layouts.

By defining the core of your audience, you acquire a powerful tool. You will understand who you are talking to.

For example, if I see an ad that begins with the words “Every girl dreams of dressing fashionably” πŸ‘—, I immediately understand that the author of the text is not talking to me. I have not been addressed as “girl” for a long time, and I don’t think about fashion and clothes at all.

To get my attention, you need to talk to me in a completely different way. For example, I immediately reacted to the phrase in the advertisement, “The most comfortable bra in the world.” πŸ‘™

The same happens with books, paintings, photographs, and all ather creative products.

Can you define who your target audience is? For whom are you writing? Let me know in the comments. πŸ’¬

Target Audience for the Author

The most troubling idea is that anyone can read your book.Β 

Imagine that your marketing campaign is a rain cloud. Directly below it, in the very center, it will rain heavily, and at the edges, it will only drizzle.

The same goes for your readers. Fans of your genre should be right under your promotion cloud.

Now you need to determine who they are – your readers.

Geography, language, and culture.Β 

The society your readers live in greatly influences the choice of books. For example, the most popular fantasy stories in the United States are those in which the main character changes, acquiring a superpower, because many are not happy with whom they are in real life. But in Russia, fantasy stories are the most popular, where the main character goes to another world, as readers do not like the surrounding reality in which they live.

Dreams and needs of readers.Β 

Genres of fiction reflect the dreams of readers. Someone dreams of adventure, someone about love, and someone about treasures. All the emotions that are not available to us in the real world, we can get in the imaginary world. Non-fiction genres are based on needs. We can get what we dream about by solving a problem or completing a task.

Reader’s situation.Β 

Someone reads fiction to relax, someone to feel like a hero, someone to escape from reality. Non-fiction readers can engage in general self-development, solve a specific problem, or explore a field of knowledge. In any case, the reader has a life situation where the book satisfies his needs.

The gender and age of readers help to define the reader’s dreams, needs, and situations more specifically.

Example: A woman, 40 years old, lives in the USA. She has an office job, a beloved husband, and teenage children. She doesn’t want to flirt and put her relationship at risk. But she really wants to experience the emotions of nascent love and first sex. Books are the source of these emotions for her.

I think it is not difficult to understand what kind of books she wants to read and what social media accounts she will be happy to subscribe to.

Who will buy your book

Now we know who we are talking to. We understand what these people dream about and what they need.

We understand the demand.

We need to determine who you are and why these audiences will want to follow you. We need to build your offer.

Your offer must meet the demand.

We must give readers not what we have but what they want.

An author trying to sell what he likes can rely only on luck that his interests will coincide with the tastes of a sufficiently large number of readers.

The author who meets the demand is guaranteed to find those who will buy his books.

If you want to build an author’s business that will bring a stable income, you need to understand that your creations do not belong to you. You write books for readers – and this is your mission.

You can turn your hobby of writing novels into a business only if you stop writing for yourself and start writing for readers.

It does not mean that you do not care what you write. It means that the desires of your readers are your priority.

Do you write for yourself or for readers?


Book Marketing Fears

I bet every time you see successful books in your genre or posts, or ads, you hear a familiar voice: “This spot is taken. Don’t even try. Nobody needs you.”

Sound familiar? Then read on.πŸ‘‡

Any successful writer experienced the same feeling just a few years ago. Because everyone starts from scratch, they’ve all been in a situation where it’s unclear how to proceed. πŸ™‡πŸ»β€β™€οΈ

But some become professional authors, while others do not.

Do you know what the difference is? Some of them can overcome their fears.

Good news!

Almost all the fears of beginning writers have nothing to do with reality.

Here is a list of these baseless fears:

πŸ˜₯ Nobody cares about my creativity;

😳 They will laugh at me;

πŸ˜• What if my writing is not good enough;

πŸ™ Nobody will ever buy my books;

🀬 My ideas will be stolen;

🀐  Advertising is expensive, with no guarantees;

πŸ₯΄  Promoting myself is embarrassing;

πŸ˜“ Advocating for my books will be intrusive;

😈 Trolls will find me and bother me;

🀭 What I do is nonsense;

πŸ₯Ί The genre of my books is silly;

😏 I’m just an amateur;


Everything on this list is false.

Where does all this come from?

Someone once said these things, and we believed them. 

This is a perfect excuse: “I can not do it. I’m afraid!”

🧠 No wonder there is no motivation or inspiration. The brain does not allocate psychic energy to those who are gripped by fear.

Do you have any of these fears?

Write in the comments what you are afraid of, and I will try to dispel your fears, and they will no longer stand in your way.


The genre of your book is your business niche

How to know the genre of your book?

The first thing you need to do in terms of promotion is to determine your book’s genre. πŸ“šπŸŽ¨πŸ’¬

Why is this important?

Readers will be able to find you only when you are on the list of authors in their favorite genre.

Everyone sorts books by genre: readers, publishers, journalists, etc. So if you want your book to be found in the general stream, you need to decide on your genre.

A list of all genres can be found on the website of any bookstore. Explore two or three platforms to help you understand in which section you would like to see your book. Pay attention to the genre neighbors: does your book fit into this group? Will readers be happy if they find you on this list?

It is also essential to decide on a subgenre: not just Fantasy, but Romantic Fantasy or Magical Realism. Keep in mind that different subgenres may have different target audiences.

The more clearly you define your niche, the easier it will be for you to promote yourself.

If you are a distinguished author with millions of readers, you can write anything at all, and everyone will be happy. After all, your books will be searched by the author’s name. If you are at the beginning of the path, your only chance to get featured in the catalog is to get into the correct genre.

✍🏻 You will rely on your genre when choosing a title, writing a blurb,  designing a cover, or writing texts for a website – every step you take will depend on this choice.

If you think all this is unimportant and it will be possible to decide on these things along the way, I’m sorry to tell you: it doesn’t work that way. It’s like putting wheels of different sizes on your car. πŸ›» Of course, you can ride, but only slowly and with problems.

Can I write in different genres?

If you stick to one genre, you gradually gather readers around you who love your books and are waiting for new ones. You build your brand and reputation and establish business connections with other authors of this genre. You are creating your writing business in a specific niche.

What happens if you start writing books in a different genre?

You will not be able to sell your new books to your established audience. Only a tiny fraction of them will be willing to buy your new books.

For example:

You write contemporary romance and have readers who love your books and are waiting for new ones. You announce to them that your new book will be about love, but now it’s Sci-Fi. How will your readers feel? They will be disappointed. They love contemporary, but they don’t like science fiction. Also, they can not expect new books in their favorite genre any time soon. Of course, some super-fans will read any of your books, but there are not many of them.

You will have to find an audience almost from scratch and rebuild the entire business. Yes, it will be easier than the first time. 

Now you have two businesses, two audiences, two advertising budgets, and so on.

Do you have enough energy and time for this?

You can write in multiple genres if:

– Writing books ‘s just a hobby and a way of self-expression. You do not care about a fanbase and income.

– You have already written dozens of books in one genre and want to try something new. You realize that your amount of work on promotion and marketing will increase by 75%, and you are ready for it.

It becomes clear that defining your genre is one of the most critical decisions for a professional author. By choosing your genre, you choose the audience you will write to and with whom you will communicate.

Secrets of Author Success

I would like to show you the difference between an aspiring author, for whom writing is still only a hobby, and a commercially successful writer, for whom writing is a source of income.

Surprisingly, the main difference is the mindset.

πŸ‘‰ Our thoughts generate our emotions

πŸ‘‰ Our emotions trigger our motivation

πŸ‘‰ Our motivation gives us the opportunity to act

πŸ‘‰ Our actions create an experience

πŸ‘‰ Our experiences form the basis of our beliefs

πŸ‘‰ Our beliefs shape our thoughts πŸ‘†

… the cycle is complete. πŸ”„

So, if we change our thoughts 🧠 and what we believe in, then our emotions,  motivations, actions, and results will change too.

πŸ’« Sounds like magic, doesn’t it?

In the next post, we will look at how a successful author thinks, and how these thoughts help him act differently and get different results.

Let’s see how an author who has commercial success ahead of him thinks and how these thoughts differ from an amateur.

1️⃣ Writing and selling books is my business. This is what I plan to do to earn money.

πŸ’₯ This idea alone is enough to change the way you look at the situation.

It’s one thing when you think “How can I find those who will read my book?”

And another way to think of this is: β€œI need to sell 10,000 copies of my e-book. How will I do it?”

Do you agree that there is a major difference in approach?

2️⃣ I will not quit and will not pull back. Because behind is only work from 9 to 5 and yearning. Ahead are beautiful worlds, enthusiastic readers, prosperity and freedom.  And yet, being a writer means being the creator of your own universes.

πŸ’₯ A visualized dream changes everything. You know why you work so hard and what lies ahead of you.

3️⃣ I don’t know much. If I knew everything, then I would have done everything a long time ago and would already have become a successful author. This means that I need new knowledge to make different decisions and do something new to get a different result.

πŸ’₯ Modesty and curiosity are key factors in embracing and opening new horizons. You have a vision of the path and motivation to follow it.

4️⃣ This is my business, and only I am interested in promotion and marketing. All responsibility lies with me, and all results belong to me as well. At the same time, I have complete freedom of action.

πŸ’₯ Now no one is to blame for anything: neither the readers nor the publishers. You do not need to wait for anyone nor rely on anyone. Now, you can just choose your path and go for it.

5️⃣ My mistakes are my treasures. This is proof of the path I have already been on.  Any rejection only brings me closer to my goal. If I know that the result is possible, and I know how to do it, then my victory is inevitable.

πŸ’₯ Now, it’s almost impossible to stop you. You are resilient to failure and perceive criticism and mistakes as gifts that save you time and money.

Now questions for you, my dear author:

What’s stopping you?

Let me know in the comments below.

Marketing for authors. Blog.

“Нi there! πŸ€— And welcome to my blog, “”Marketing for authors.”” πŸ“š

I want to say thank you to all of you who inspired me, helped me work through my fears, and finally made it happen.

Starting a blog in a foreign language is not an easy task, but I hope this will be an example that anything is possible.Β 

πŸ™‹πŸ»β€β™€οΈ I’m Irina Chan, and I help build a powerful fan base for self-published authors dedicated to success.

This blog will focus on all aspects of book marketing, and its goal is to help authors find their readers and build a strong fan base.

I see my mission as helping aspiring authors market their books and build a profitable business, even if English is not their first language.Β 

I have created several online courses for authors and also have one-on-one coaching programs.

I was born in the Soviet Union, grew up in Russia, and found myself in the USA, California. 🌴 I live in Santa Monica with my πŸ’πŸ»β€β™‚οΈ husband, πŸ‘ΈπŸ» daughter, 🐈 cat, 🐢 dog, 🐠 32 fish, and two πŸ¦€crabs.

Marketing is my vocation, and book marketing is my passion. 🀩

Every week I will write an article to help authors promote their books. Articles will be posted here, onΒ  my website
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