Any book writer or small publishing company, who tries to compete with the biggies in overall advertising, faces an enormous challenge. Even so, there are a number of things you can do to effectively advertise your book and create opportunities to increase your sales.
Advertising to target audiences: One key strategy is to identify a specialized core audience who would be interested in your book and direct your attention to them. This is particularly effective for niche books that appeal to specific readers.
Target advertising can also be done on a geographical basis. Perhaps you have a regional history or guidebook aimed at a specific region. By focusing your advertising on that region, you can develop high visibility and reap dramatic results.
Advertising in a specialized trade journal or newsletter can be a good way to reach a given target market. This can work well when trying to sell to specific professional groups.
Point-of-purchase sales aids: Point-of-purchase refers to stands, racks, and PR aids you can make available to bookstores or other retail outlets to help promote your book to consumers. Some authors provide free counter display stands to retailers who purchase a quantity of books.
Prepublication: Prepublication selling of your book has several advantages. One obvious plus is that it helps generate cash to pay your printing bills. Another is that you get an early feel for how receptive the public is to your book. And third, it gives you a head start on your full advertising campaign and gets people talking about your book before it is released.
Telemarketing: Telephone solicitations to select markets can be very effective. Use the Yellow pages to generate a list of retail establishments that fit your target market(s). As in print advertsing, think through what benefits your book offers. Jot down a few notes or develop a script, then practice until you become relaxed in making your presentation.
Just how creative you are when advertising your book can have a significant impact on creating sales.
[This post was created, with permission, from excerpts taken from The Complete Guide to Self-Publishtin, 5th Edition, co-authored by Marilyn Ross and Sue Collier.]