I am continuing the series on media training and marketing for authors which is adapted from my media training course for small businesses and charities. Authors are small businesses with a product that needs marketing to obtain sales. Once you start thinking of yourself as a business it tends to focus your mind differently.
One of the jobs that gave me some perspective on marketing and promotion, was the several years I spent as advertising sales manager for a free paper in London and then a holiday publication company.
Part of my job was writing copy for clients who could not afford to spend a fortune with an agency. This was quite an interesting challenge because most companies, whatever their product wanted to put their name in large letters front and centre. So for example:
Great name, but what does the person who is looking for a new car see when they are skimming the adverts for cars? Steve Smith and Sons.. but that is not the product for sale and is not going to grab the attention of the person looking to buy a car. If you are looking for a car, you are more likely to be interested in reading the same advert, but arranged very differently.
Using key words effectively will significantly increase your chances of reaching your customers.
Unfortunately this is also a mistake that we tend to make when we market our books. Unless we are J.K Rowling or any other bestselling author who has a dedicated following, putting our names in very large print on our book covers is not going to achieve sales.
For an author trying to sell a first book and even others that follow, it is almost impossible to stand out from the other millions of books on sale on the primary online bookseller Amazon.. or even on the bookshelf of your local bookstore.
If you look in the average bookstore, novels are shelved alphabetically, not usually by genre, there are no reviews and they rely heavily on cover and back blurb to encourage you to buy. Non-fiction books do have an advantage as they will normally be listed by subject matter which does narrow the field somewhat.
Both however need to have a cover that reflects the contents of the book fiction or non-fiction or, is so visually stunning, that it invites readers to explore further. And very importantly, books need a title that screams out to the reader “buy me, I am the most informative, entertaining, interesting, relevant, novel, self-help book, inspiring story you will ever read” and also find away to convey all that is between the covers!
This is not easy since most titles are only usually between 1 and 5 words.
Finding a book title that sells your book.
There are millions of books available today digitally. This is why it is so important that your title leap out from the page and grab potential reader’s attention. Novels are tough as most of the words used to describe each genre are well used. For romance novelists it must be a nightmare since the words love, destiny, fate, romance, desire etc have to be used in a title in the most imaginative way.
With non-fiction it is not easy but it is simpler – providing you get your USP (unique selling point) in the title….remember that there could be thousands of books that are cover your particular subject matter and you want the reader to buy your book.
So what is your unique angle that makes your book different from all the other books on a particular subject that can be incorporated in your title? This is where using MY comes in handy.. for who is more unique than you? Instead of A Lonely Childhood.. My Lonely Childhood etc.
Finding an original title for a novel can be tough since there are only so many words within each genre that you can use to convey the subject of your book.
Obviously the genre is a starting point – SF – thriller – comedy – Romance – Humour, Children’s etc, and my suggestion is that you take a good long look at other newish books in that genre so that you are not duplicating – write several down and still see if you can get something unique into your own title – try it out on all your friends and family and when you have your title, it is also important to Google it to see if anyone else has a book by that title.
You may find one or two but if you play around with the wording you can usually find one that is not already in use.
Remember – this is your advertising headline for your book – it has to grab the attention of your potential readers and also those that can help you promote the book.
Using Key Words as Taglines.
Your book cover and the wording are your advertisment and whilst it is not a good idea to crowd the cover with text, having a tag line can help.
This is a recent release by Jane Harper: https://www.amazon.co.uk/Jane-Harper/e/B001KI8MCE
If the book had just been the image and the title, the book would have had no identity. The fact that it is written by Jane Harper would have attracted her fans; but what about a reader who is browsing to find a murder mystery or thriller, who had not read any of her books prevously? But because of the key words and endorsements, the moment you look at this advertisement for the book you know exactly what is between the pages.
Here is another example of a non-fiction book that uses key words to attract the attention of readers. This is written by Sir Max Hugh Macdonald Hastings, who is a best-selling author, historian and journalist who can use his name as key words as can J.K. Rowling, Stephen King and other established best-selling authors. As you can see the use of any form of testimonial is important as is the use of specific words to identify that you are going to be reading about Spies, Codes and Guerrillas 1939 – 1945.
Book available: https://www.amazon.co.uk/Max-Hastings/e/B00MWZQP4G
Here are some more examples that show you how tag lines can provide you with that USP that makes your book stand out from the crowd.
“Your genetic makeup – Your grandmother’s legacy……..”. “Training a deaf dog – The hand signal manual”. “The Passion and the Anquish”…..Horror Stories from Beyond the Grave“. “Murder at the Fair……. Do you dare ride the Ghost Train?”
If you have already received an editorial or advance reader review then you can certainly put a few words on the front cover with the name of the reviewer that are appropriate. It may not be The Guardian or The Sunday Times but it is still a recommendation to buy.
Note: If you convert your print books to Ebook after you have received reviews.. make sure to mention one or two on your Ebook cover.
Note Two: If you are publishing with Kindle rather than as an independent self publisher you will find that there are restrictions on some wording that you put on the front cover. Check that out before completing your cover design.
So this is effectively your car advertisement, and when you are designing your cover, you do need to think about those select few key words you are going to include in addition to the title and your name to attract readers to buy your book.
Book Blurb.
Amazon offers you the chance to put our back blurb on the selling page so that readers can find out more about the book. This is also part of your advertisement and whilst you should not writer a chapter on the book, you should let a reader know what they can expect.
Put yourself in the reader’s shoes.. If you were looking for a book to read, what would make you click the buy button.
Genre – basic story plot – main characters and importantly work your key words into the blurb as well. Add in some teasers too..
“Can Sally get to the chocolate before the cookie monster eats it all?”
You can also put some headline reviews from any advance readers here, especially if there was not room on the front cover.
“Fantastic edge of the seat read” – T.Jones – “Couldn’t put this thriller down until I had finished” – B. Smith – you get my drift.
Authors Page.
This is a headliner and a place where not only can a reader find your books but also something about you the author. A photo does help.. it makes you relateable. Then something that gives a reader some confidence in your writing ability before they buy your book. This does not necessarily mean listing everything you have ever written, but by the way your write your biography. This is an example of your work and if you don’t interest the reader or impress with your style of writing they may not feel like buying the book.
Check out the bios of succesful authors and find a style and content that you like and use that as a formula.
Categories and key words on Amazon as part of your advertisement tool box.
On Amazon you do have a number of different options to choose when you upload your book in addition to your cover and blurb. These include the option to choose a number of relevant categories, and very important key words that a potential reader might search for to find their next book.
Back to the example of the advertisement for cars!
If readers do not know your name, they are not going search for it and find you. So you have to be in the right place in the bookstore so that they at least might catch sight of your title and cover. This requires you to be very specific with your chosen book categories and key words.
On Amazon you can use up to 5 – 7 key words for your book but you may find more impact by combining multiple key words together which is useful. Two or three together have more impact than just one. For example Rapid Healthy Weightloss is more specific than just weightloss. Give up Smoking, Cooking with microwaves, Lancaster in 1960.
For fiction – Murderer for Hire, Romantic short stories, Love Poetry, Thrilling Flash Fiction, Historical Romance etc.
NB.I suggest that you take a look at any older books that you have on Amazon, as they have introduced more options for categories in the last couple of years. Here is a link also to a post that might help you with key words. Also check the blurb and see if that might need a little TLC.
https://kdp.amazon.com/en_US/help/topic/A2EZES9JAJ6H02
Having established a place on the bookstore where the casual reader can find you, you now need to reach out and let specific fans of your genre or non-fiction book know how to find you there.
Next time… joining the right waterholes to find your potential readers for both print and ebooks.
Here are the previous posts on Press Releases, preparing for radio and television interviews: https://smorgasbordinvitation.wordpress.com/media-training-for-authors/
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Thanks for sharing. hugs
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This is a fabulous post. So much to help the unknown author. I’m off to Kindle to change some things on my cover. Thanks.
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Glad you found useful.. thank you. Sally
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Great tips Sally will have to bear this in mind. Learning new skills all the time thanks to lovely peeps such as yourself. Xx
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Glad you found useful Marje hugs xx
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Fantastic Advice Sally. I am saving all these articles to work through religiously!
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Thanks Paul.. there will be a test!! xxxxx
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I’m already swotting like mad!
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Thank you once again Sally for an excellent series. X
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Pleasure Brigid..xx
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Reblogged this on Writing for the Whole Darn Universe.
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Thank you Malian Ann.
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Reblogged this on Words To Captivate ~ by John Fioravanti and commented:
Sally Cronin gifts authors with more helpful tips about marketing our work. Please, read on…
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Thank you for sharing John.. hugs xx
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You’re welcome, Sally. Hugs!
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Pingback: Media Training for Authors – Advertising – Covers, Titles and Key Words by Sally Cronin « Frank Parker's author site
Lots of valuable info here, Sally. Thank you. It’s way past time I checked the keywords, blurbs and taglines on my books. And I’m looking forward to discovering those watering holes, too.
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Great Frank and thanks for sharing. Enjoy your weekend.
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Pingback: Media Training for Authors – Advertising – Covers, Titles and Key Words by Sally Cronin | Annette Rochelle Aben
Great list of tips, Sally. This makes me want to take a little time to revisit my tag lines and keywords and descriptions on all my books. Thanks so much for the explanation and the examples. Hugs.
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Thanks Diana and pleased you found useful.. xxx
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Eek, eye opening and expertly presented Sally. Cover design and self promotion are my personal horror stories. I know they need to be professional and I hang off submitting to agents because getting the “package” right is something I’m struggling with. Even self-publishing is hard when you’re not quite sure what, or how to extract, the USP of the manuscript. This ones a keeper for sure. Will be sharing this around now!
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Glad you found interesting Gary. I find it is useful to regard your book as you would any precious asset that you are selling. The work you have put into researching, writing, producing and marketing is not reflected in the price of the book. However, getting it to the attention of the right people and readers can increase your sales substantially. Next time watering holes where those sorts of people gather.. Enjoy your weekend.
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Entirely agree. Going off half cocked is certainly not going to help sales. I know a few authors that have put time in to the point of publication then say back and watched the initial sales turn into tumbleweed blowing past because they expect magic to happen. Looking forward to the next post. These help keep things in perspective.
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Great and when you do go ahead and release remember to let me know so that I can promote. Enjoy the rest of your weekend. Sally
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Thanks Sally and I certainly will. Have a great rest of weekend yourself too!
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Thank you for all this great advice, Sally. Every little bit helps.
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Thanks Robbie and now you have a great array of books you have an excellent platform to move forward with. You have created a brand. hugs xx
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Copied and printed this off for a read tonight. Thank you so much, Sally. Am having my first writing weekend in ages!! But this post will set me on the social media trail again next week.x
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Great Judith, enjoy.. I am taking a break this weekend from the new book.. need to recharge the batteries… hugs xxx
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Reblogged this on Die Erste Eslarner Zeitung – Aus und über Eslarn, sowie die bayerisch-tschechische Region!.
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Thanks for sharing Michael..
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Always with a great pleasure! Sorry, yesterday we got a visit from Murphy of “Murphys Law”, an a half damaged blocking system. Wish you a great weekend. 😉 Michael
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Glad you have recovered……
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Reblogged this on Steve Boseley and commented:
Excellent marketing information to put to use when promoting your book…
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Thank you for sharing Steve.
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Reblogged this on firefly465.
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Thanks for sharing Adele.. hugs xxx
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Hugs to you too, Sally, have a wonderful weekend. xxx
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A really great post and some I sort of knew but much I didn’t…Have shared on my authors post and to Phuket writers…A really good post I loved this one Hugs xx
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Thank you Carol glad you found useful. Sometimes it helps just bringing the bits together on one page.. xxx
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You are very good at that Sally xx
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This is great advice, Sally. I am downloading this post for the people in my critique group, all of whom have books coming out soon.
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Thank you Noelle glad you found interesting .. hugs xx
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Pingback: Media Training: Advertising. Covers. Titles. Key Words. – The Militant Negro™
This is fabulous info Sal. Gratefully, I’m fully aware of the keyword game with books. Amazon only gives us 7 categories for keywords, but we can squeeze more in with a subtitle, as I always do with my books. And some make the mistake to repeat words in the title and subtitle for keywords, which is a waste because they are already in the title and subtitle. So if a book was called Love and Marriage, don’t use those 2 words in keyword extras. That’s my extra 2 cents, lol. But excellent info here Sal. And yes, it seems every year I publish a new book, Amazon adds something new. That’s usually when I check my categories in all my books and change them around. 🙂 ❤
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Excellent point Debby.. and something that cover designers offering their services do not always point out to their customers. xxx♥
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That is so true. That’s why finding a good artist is as important as a good editor. 🙂 ❤
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