Writing Tip Wednesday: How to market your books during a pandemic

I recently read a couple of interesting articles about marketing tips during the lockdown, and I’d like to share them with you.

The first is an article by award-winning blog Book Marketing Buzz. The article notes that authors should not feel guilty or embarrassed about promoting books during the current crisis:

Books are both needed and desired. They will educate, enlighten, inspire, and entertain us. They are invaluable and for the past six centuries have helped preserve history, while creating some history too. One might say that books help society go on, and so any marketing of books that is necessary for them to thrive should be not only permitted or accepted but embraced.

So, what should authors be doing during this crisis? Here are Book Marketing Buzz’ recommendations:

1. Authors should promote with class and professionalism. This goes without saying; treat people with respect and kindness, be sensitive to what people are going through, and do not market in a blind vacuum.
2. Authors should be flexible, whether that means changing marketing plans or book launch dates, or switching specific methods to promote their book.
3. Authors should collaborate with a charity or charities, for example, by donating books or a percentage of profits to worthy causes.
4. Authors should do things virtually instead of in-person book signings and events. Ramp up social media presence and pursue media opportunities.
5. Authors should make themselves more accessible to readers by doing online readings, webinars, and online courses.
6. Authors can highlight how their books provide a welcome reprieve from very difficult times and/or show exactly how their books relate to current difficulties.
7. Authors should experiment. There is no concrete formula for promoting when retail opportunities have changed, when people are suffering, and when finances are tight. Try different things to find what works.

Do not be afraid to market your books. Use promos such as sales or freebies to find new readers. Readers always appreciate free- and low-cost books. I know I’ve downloaded a ton of new books, both free and priced at around 99 cents, to read new authors, especially in nonfiction topics such as self-help!

The second thing I’d like to share with you is the advice of successful self-published author Mark Dawson, which he recently shared with his Ads for Authors subscribers. By the way, Mark’s Ads for Authors course is open for enrollment! I’ve done it; it’s excellent and well worth the money. If you’re looking to increase your mailing list, learn how to write persuasive ad copy, and/or learn how to increase book sales through ads, check it out!

Here’s what Mark Dawson said recently about marketing books during the pandemic:

Millions of people are looking for ways to entertain themselves that don’t involve exposing themselves to crowds. Readers are looking for books to fill the extra hours that they have available while they are furloughed or looking for new jobs to replace the ones lost to the pandemic.

He went on to report that 41% of people surveyed in April 2020 by Nielsen Books answered that they were reading more books during self-isolation. Further, this reported increase was seen across all mediums: print, eBooks, and audiobooks.

 Mark also indicated that advertising costs are lower, which means that, for those of us who market online via Facebook and Amazon ads, link clinks are cheaper. Lower advertising costs, together with increased demand are leading to good opportunities for authors to make more money. Considering that it takes a TON of resources and energy to create a high-quality book, this is good news for authors!

Hope that helps! Authors, how have things been going for you?