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

Stop Drifting and Get the Life You Want

Get the Life You Want

Do you have big goals, a plan of action, and the confidence you will achieve your dreams?

Do you daydream about success but don’t really think it’s possible for you?

Do you want to change a wish into a plan?

This week, my wife and I purchased a car. We spent hours researching models, checking safety features, and reading online reviews. After multiple test drives and visits to various dealerships, we finally settled on one she wanted. Then we spent hours more buying it and still more hours learning its various features.


“You get what you focus on.” –Daniel Harkavy


That’s the way it is when we make a big purchase. I’m sure it’s the same in your home. We do this when planning vacations, too, right? Reading online reviews, choosing hotels, and carefully picking flights or planning a drive. If you’re at the stage where you have a teenager picking a university, you may be experiencing the dizzying array of possibilities. All of it requires time, attention, and careful planning. Whether college, a car, a vacation, or a family event like a wedding, we take the time needed to plan it all out so that we have a memorable experience.

So let me ask you a question.

Do you spend that type of time planning your life?

It seems that many of us go through our lives, accepting what comes, and just “going with the flow.”

What if there was a better way?


“People lose their way when they lose their why.” –Michael Hyatt


Michael Hyatt has just written a book with Daniel Harkavy that will help you design the life you want.

Living ForwardMichael is the CEO of Intentional Leadership, an online leadership development company. He is the former CEO of Thomas Nelson Publishers and also the NYT bestselling author of Platform: Get Noticed in a Noisy World. You may have heard his popular This is Your Life podcast.

Michael also is a close personal friend. He encouraged me to join Twitter and start blogging. I’ve watched him grow his business, but more importantly I’ve watched how he lives his life.

Which is why I am confident you will enjoy his newest book, Living Forward: A Proven Plan to Stop Drifting and Get the Life You Want. Though I don’t know his co-author, Daniel Harkavy, I know he was Michael’s coach. His company, Building Champions, has helped many people get on track to accomplish their goals.

I recently asked Michael a few questions about the new book.


Design Your Life

What is a life plan?

A life plan is a brief document where you establish your personal priorities and articulate the steps you need to get from where you currently are to where you want to be. It’s a living document that you write yourself that gives you a view of your life.


“The man without purpose is like a ship without a rudder.” –Thomas Carlyle


Tell us about your own experience with Life Planning.

Daniel introduced it to me when he was my coach in the early 2000s. Before I created a Life Plan, I spent way too much time at work. That was one area where I did plan, where I was intentional, but I was really drifting in other areas of my life, including my health, family, community life, and everything else that is truly important to me. Life Planning has been transformational for me.


“There is no such thing as a compartmentalized life.” –Michael Hyatt


Begin With the End in Mind

5 Tips to Avoid a Branding Collision


A few weeks ago, I was in the middle of a traffic jam.  Not the slow moving type, but the “get comfortable you’re going nowhere type” that shouts, “You missed your morning meeting!”  Realizing that a traffic accident could be to blame, I decided to practice gratitude.

“I am thankful that I am in a comfortable car, safe and sound.  God, if someone is in an accident up ahead, please be with them and provide comfort.”

A short time later, the traffic began to move.  It’s a good thing because I can only meditate for so long before I feel trapped.  I’m sure I was there for at least an hour practicing mindfulness and gratitude, which means I was stopped for about 27 seconds.


Accident Ahead

As we moved up, sure enough, I could see what was causing the delay:  an accident.  I did what you would do.  I steeled my eyes on the road ahead and drove without so much as glancing.  Yeah, sure you do.  Trying to keep moving, I glanced ever so quickly to note the vehicles, the emergency responders, and a fleeting view of the injured.  I try not to look—I’ve read that rubberneckers cause numerous secondary accidents—but I’ve also read that looking may be good for you.  Eric G. Wilson, the author of Everyone Loves a Good Train Wreck: Why We Can’t Look Away, argues that it helps us understand life’s deeper meaning.

At the very least, we can tell ourselves that studying wrecks helps us learn from others’ mistakes.

As with accidents, I watch corporate disasters the same way.  Several memorable disasters including Bridgestone’s tire recall, JetBlue’s trapping passengers onboard as categorized by Business Insider.  Anything from the Paula Deen meltdown to Target’s PR nightmare qualifies.

This past week, I witnessed a different type of branding wreckage.  Sure, it may not be as noteworthy as the mistakes above.  It doesn’t involve a consumer brand name, and it doesn’t endanger anyone’s health nor involve racist or offensive remarks.

Still, it provides lessons that are worth exploring.


“If you are not a brand, you are a commodity.” –Philip Kotler


Platform Confusion

Last week, the National Speakers Association (NSA) announced it was jettisoning its venerable brand in favor of a new name.  That name is Platform.  Though I was not in attendance, I almost immediately was made aware of the announcement via emails, texts and tweets. (See also Rory Vaden‘s excellent post on this subject).


It was almost as if I could hear the tires screeching, the glass shattering, the metal twisting.  This was a branding collision, and the onlookers would be gathering to watch.  Why?

First two disclosures:



One of my close friends is Michael Hyatt.  He is the NYT Bestselling author of Platform: Get Noticed in a Noisy World.  He runs a conference called the Platform Conference and has an online community that will make your head spin at Platform University.  He was the driving force encouraging me to blog.  On the book jacket, you will see my endorsement:

“Michael Hyatt, one of the pioneers of social networking and blogging, shares his successful blueprint for raising your visibility. Learn from his experience and save yourself time, money and frustration by following his step-by-step advice.”

3 Tools to Break Through the Noise

Rise Above It All

We’ve all heard that your brand and your platform are important to your success.  But what if, after all of your platform and branding work, you are lost in a sea of competing messages?

That’s where Jonah Sachs enters, arguing that we are in the midst of the Story Wars.  The Story Wars are raging around us.  With so many messages bombarding us daily, fewer resonate and make it through the cacophony.  What cuts through the noise?  Stories.  And the subtitle of his new book signals the importance of the story teller:  Why those who tell—and live—the best stories will rule the future.

Jonah Sachs is the co-founder and CEO of Free Range Studios, helping major brands create unforgettable marketing campaigns.  He has been featured in The New York Times, The Washington Post, Fast Company Magazine, CNN, and FOX News. He has created numerous viral marketing campaigns.


Stories that empower are better performers. –Jonah Sachs


What Goes Viral

Jonah, let’s start there.  You’ve created viral campaigns.  Why is it that some campaigns take off and go viral and others fail to break through?

I’ve been exploring that exact question for 14 years. I couldn’t figure out the pattern at first. No rules seemejonah-sachsd to universally apply. At times I thought it had to do with humor, shock value, beauty, good taglines. And then I discovered that one thing viral successes seem to share: They tell compelling stories that appear to give audiences the chance to see themselves as heroes in it. Instead of just talking about how great they are, brand campaigns that break through tend to talk about how great their audiences can be.

Is this where you developed the idea for Winning the Story Wars?

Yes. It was this search to understand what works in viral campaigning that led me to study mythology, neuroscience and psychology in the hopes of understanding what makes stories work. All that thinking eventually became my book.


5 Sins of Marketing

You talk about the five sins of marketing:  vanity, authority, insincerity, puffery and gimmickry.  Would you touch on just one of them and give an example of how the sin destroys?

Michael Hyatt’s Advice on How to Get Noticed in a Noisy World

In a previous post, Michael Hyatt talked about leadership.  After that discussion, we talked about his new book, Platform: Get Noticed in a Noisy World.

The subtitle of the book sums it up well:  “A step by step guide for anyone with something to say or sell.”  It’s a book for small business owners who need to increase their visibility.  It’s a book for aspiring authors who want to publish and sell their book.  It’s a book for anyone who needs to differentiate a product or service and stand out using modern technology.

Michael wrote it because, as a publisher, he would turn away excellent work because the prospective author didn’t have a platform.  Where “Content is king,” he says, “A platform is queen.”  He wanted to write a book that would help people build their own platform.

In the book, five directives are outlined:

1.  Start with wow.