Book Promotion: A Chat with Anna Scheller and Jim Fuhs

This week on #USABizParty, we discussed how to promote your book to reach your ideal audience.

Leverage Book Awards

There are a variety of book contests and award programs for nonfiction authors. Some provide specific feedback that may be helpful to make your book even better.

Once your book has received an award, use that in your book marketing. Here are some ways to leverage your book award.

  • Add “award-winning” to your book cover, bios, Amazon book description
  • Create and send out a press release to local media
  • Contact local book stores to see if you can do a book signing
  • If an in-person event doesn’t make sense, host a virtual event to celebrate
  • Announce your book award to your email list and on social media
  • Host a giveaway to celebrate!

Winning a book award can lead to a traditional publisher (if that’s what you want), speaking engagements, and more book sales. For more information read our post about some quality award programs.

If You Want Word of Mouth to Work You Have to Teach Your Fans How

Word of mouth is the best marketing you can get—if, like free, it’s done right.

What are you doing to help your fans share your books? Do you teach them what to say, so they’re doing real marketing? If they’re just saying “This is a good book” that’s not marketing, it’s just talk. They need your guidance.

Craft a message simple enough for them to say repeat; something like my fans would say about my first mystery: “Joel’s book is like meeting someone you love for a laugh and a pint at the pub.” Folks hear that, and they’re hooked (or repelled, which is also fine.)

My fans won’t know to say that if I don’t teach them.

And they won’t say it if I don’t constantly remind them (staying well this side of pushy.)

Maybe you’re already giving your fans lots of information. Are you giving them one single sentence they can say? Less is better.

Hand someone a marketing sheet and a handful of business cards and they’ll take them to be polite, but don’t think they’ll really do anything with it. How much time do you spend handing out other people’s business cards for them?

Word of mouth works like this: we develop trust over time. You like my book, and you like me enough to talk about my book. I repeat the same phrase or sentence so often that it’s what comes to your mind when you talk about my book. I remind you once in a while that when you talk about my book, it’s the best thing possible for my life as an author.

If you’re not building trust first, then repeating that one sentence so your fans will memorize it simply by osmosis, you’re not generating word of mouth.

You’re simply trying to hire a free sales team.


This article was originally published at SomedayBox.com and reprinted here with permission. https://somedaybox.com/if-you-want-word-of-mouth-to-work-you-have-to-teach-your-fans-how/

Ilise Benun, Host of The Marketing Mentor Podcast

This entry is part 8 of 9 in the series Podcaster Interviews

I’ve known Ilise for a few years and read her blog. I’m honored she provided information about her podcast for our series.Ilise Benun

Tell us about your podcast

The Marketing Mentor Podcast is a friendly, practical and no-fluff conversation between me, Ilise Benun, and successful creative professionals about what’s working when it comes to the latest marketing tools and pricing strategies.

Why did you start this podcast?

It started as a promotional tool for one of my early books, The Designer’s Guide to Marketing & Pricing. The concept was to record one episode for each chapter – and it worked! From there it has evolved into an interview format, where I chat with clients and others who are practicing what I preach.

How long have you been podcasting?

Since 2008! Almost 400 episodes so far!

What do you look for in a guest?

I am looking for guests who are willing to reveal the details you don’t hear anywhere else about exactly how they market their business and the results they get.

How can listeners find you?

The home of the podcast is at MarketingMentorPodcast.com but it can also can be found on my web site, Marketing-Mentor.com, and on Apple Podcasts, Spotify and SoundCloud.com

Is there anything else you’d like to share?

I like to go behind the scenes to uncover real-world strategies for taking control of your business, ending the feast-or-famine syndrome, finding your niche, developing your own marketing style and cultivating relationships that will last.

Ilise Benun is the founder of Marketing-Mentor.com, the go-to online resource for creative professionals who want better projects with bigger budgets, through which she offers business coaching to small groups and 1:1. She is also a national speaker and author of 7 books, including “The Creative Professional’s Guide to Money,” and 3 online courses via CreativeLive – all tailored to the needs of creative professionals. Since 2008, she has hosted the Marketing Mentor Podcast and her newest project is her role as “Business Coach” for the Savannah College of Art & Design. Follow her @ilisebenun and get her Quick Tips at www.marketing-mentortips.com

Free Book Marketing Ideas

You don’t have to spend money for all your book marketing efforts. There are free ways to market your book. Here are just a few.

  • Interview an industry influencer who has read your book and write a blog post about what they found most useful in the book—or ask the influencer if they would be willing to write a guest post about your book.
  • Create a group from your Facebook author page. Share tips from your book and ask questions, encouraging engagement. Be sure to share information related to your topic from other sources as well.
  • Pitch to the media—podcasters, radio shows, etc. What is a current topic that you can tie in with your book’s topic? Create a pitch and reach out to the media.
  • Send a digital (Kindle or PDF) copy of your book as a gift to five people who are interested in your topic and ask them to consider reviewing it. Don’t say you’ll send a free copy if they’ll leave a positive review of your book. Just send the book and ask them to consider leaving an honest review.
    What other free book marketing ideas do you have? Please share them in the comments.