How Busy Authors Market Books In An Online World

Are you an aspiring author?

Have you written a book but need some marketing tips?

How do you get the message out about your work?

 

How to Increase Online Effectiveness

Today it’s not only about the manuscript but also about how to get the word out about your book. Online marketing and social media have upended the traditional methods to market an author. Today, your effectiveness online is crucial to the success of your book.

In my own experience in the book business, I have seen the shift to social media and the rise of the author’s platform as major marketing tools. One of the notable experts in this field is Fauzia Burke. Fauzia is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors: A Step-by-Step Guide. Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more.

I recently asked Fauzia to share her wisdom about the best ways to market a book online.

 

“Efforts and courage are not enough without purpose and direction.” -John F. Kennedy

 

You’ve personally witnessed online developments from inception to today’s social and mobile world. Compare and contrast today to pre-online. How is the world different for authors today?

Oh, wow. Everything has changed . . . the most significant being that there’s never been a better time to be an author. Now, for the first time in the history of publishing, authors have direct access to their readers. Social media has changed the publishing landscape. While there is more competition in the marketplace today, there are more opportunities than ever before.

The new accessibility of social media allows authors to reach their audience directly, and this makes a long-term online marketing strategy absolutely essential for authors. The key to success for authors today is to build and grow their platform long-term. If they earn the trust of their readers, they can do anything.

 

“There’s never been a better time to be an author.” –Fauzia Burke

 

Common Misconceptions

What are some of the biggest misconceptions authors have when it comes to book publicity?

Many people feel book publicity is not quantifiable. I disagree with that notion. We can absolutely quantify the effects of publicity. When book publicity works, we see an increase in sales. Today, we can also judge the value by an increase in social media visibility and more traffic to an author’s site. Unfortunately, we can’t often duplicate success or land book sales each time. How a book resonates with its audience is magic. We can’t make people buy a book, a fact that is more frustrating to us as publicists than to anyone.

The other misconception is that there is a short launch period when an author gets media hits and goes on a book tour, and then an author moves on until the next book. That is just not the case anymore. Book publicity is a marathon, not a sprint. Authors are expected to engage with their readers whether they have a book to push or not.

Josh Charles, an actor on the TV series The Good Wife said when he exited the show: “I think that the beauty of social media is the ability to stay in touch with the fans and share with them what they’re going through and let them know that I’m there and the character may be gone, but I’m still involved in the show.” Authors too start a conversation with their community that is ongoing and lasting. It can’t stop at the end of a book tour.

 

“How a book resonates with its audience is magic.” –Fauzia Burke

 

3 Must Do’s for Authors

What are the top 3 “must do’s” for an author?

  1. Work on an online marketing strategy. The few authors that have become huge bestselling successes without a digital or social strategy are anomalies. Most of us need to work on online branding every day for the success of our businesses, books and careers. I encourage authors to develop their online brands. Online marketing is not about selling; it’s about making buying easier. It’s about forming real connections.
  2. Authors need to have a professional website. Your website will be your home base for your digital marketing efforts, and it is critical to your credibility. People do judge a book by its cover and an author’s expertise and quality of their writing by the look of their website.
  3. Be patient. If you are a little overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novice, are learning as we go. You don’t have to become a social media strategist to be effective. By using the most important online marketing outlets for your audience in a targeted way, your book, brand and bottom line will benefit.

 

“No matter what your pursuit, the most fulfilling part is sharing it with others.” -Eli Broad

 

Social Media Engagement is a Privilege

My perception is that, after writing the book, most authors breathe a sigh of relief and think “It’s done!” and then they learn the real work is ahead of them. Is that your experience? How do you ease them into the reality of what’s ahead?online-marketing-for-busy-authors-sidebar

Ah, yes. Of course, for every author, writing their book is a labor of love and incredibly hard work, and so understandably they exhale a sigh of relief when the book writing process is finished. It’s tough to immediately say, “Wait until you see the work that’s still ahead.” We all complain about social media because it’s time consuming, but it’s the way the world has changed, and as authors, we need to change with it. We have to adapt. Once authors embrace the need to change with the times, I tell them some good news:

  • You don’t have to do everything.
  • You don’t have to constantly switch directions to follow the next shiny thing.
  • You get an unprecedented opportunity to build a community of interested readers who want to support your success.

It’s really a privilege to be able to talk to people and form relationships with your readers. I think authors breathe a sigh of relief when they realize the best way to engage effectively online is to be authentic.

 

“It’s a privilege to be able to talk to people and form relationships with your readers.” –Fauzia Burke

 

Stand Out with a Strong Personal Brand

Quotes and Leadership Lessons from Joel Osteen

Qualities of A Winner

You Can, You Will: 8 Undeniable Qualities of a Winner is the latest book by Joel Osteen. Fans of Joel Osteen’s positive message will enjoy the stories throughout the book of inspiration and encouragement.

A few years ago, I had the opportunity to talk with Joel, who is the pastor of Lakewood, the largest church in the U.S. He’s immediately recognizable from his television ministry, bestselling books and stadium appearances. Not too long ago, I noticed he has his own SiriusXM station.

My Mistakes

9781455575718As I look back on my earliest interviews for this website, I laugh. My first three in-person interviews included Pastor Joel Osteen, Secretary of State Condoleezza Rice and writer and producer John Carter Cash, the son of Johnny and June Carter Cash.

Let me be frank: I didn’t know what I was doing. I wasn’t a professional interviewer. My colleague, Drew Bordas, had vast video and audio experience.  At that point, I think his total experience was that he occasionally videotaped his kids at home. Looking at this interview, I am thankful that Joel was so kind, so encouraging, and so forgiving to allow us to stumble through it. What makes it more remarkable is if you know Joel Osteen’s backstory. Joel is a true pro when it comes to production. Before he stepped up to minister after his father passed away, he worked behind the scenes and became a video and audio expert.

Here are some lessons I learned from that visit.

 

6 Leadership Lessons

 

1. Don’t condemn and judge others.

He says it, but my visit proves he lives it, too.

How often we waste time condemning, criticizing and complaining.  It wastes time, drains energy, and is counterproductive.

 

2. Encourage others.

Not only was he unaffected by his platform and position, humbly spending time with us, but he also was incredibly encouraging. He frequently quotes Proverbs 15:4:  “A gentle tongue brings healing.”

Organizations thrive when individuals are recognized and encouraged.

“A gentle tongue brings healing.” -Prov. 15:4

 

3. Find your life purpose.

Whatever you do, you want it to be in line with your life purpose. Observing Joel, I can see that he knows his own gifts and his purpose.  He focuses his energy and talent on it.  He genuinely wants everyone to have a blessed life, and he believes in the positive nature of people.

An organization with a unifying purpose will galvanize everyone to achieve.

 

4. Choose happiness.

As he says, “Whatever challenges you may face, whatever circumstances are weighing you down, you can choose your response.  How you live your life is totally up to you.”  His books are full of strategies on how to live a happier, more abundant life.

 

5.  Know what to ignore.