As someone whose career was in marketing long before I became an author, I want to make sure other authors understand why the marathon mindset is important.
Here’s what marketers know: It takes 6 plus touch points to reach someone’s consciousness, which means your brand has to interact with a person at least 6 times before they’ll remember it.
- If you tweet your audience 6 times, you’re all set, right? No. For one, there’s no guarantee they’ll see any of your tweets. And second, people tend to tune-out old-hat marketing tactics. That means if they’re already inundated with tweets about book offers, even if they happen to skim yours, they’re less likely to retain the message.
- If you plan 6 different marketing tactics, then you’re good to go, right? No, because there’s no guarantee that any one person will interact with all of your tactics, even if all 6 are sent directly to that person’s inbox.
- If a person has received 6 of your touch points, this means they’ll buy your next book, right? Maybe. It’s important to note that as an author, you’re marketing not only your core brand, which is your name, but that each of your books can be considered a sub-brand. Consider how you buy books. Sometimes you buy based on the author brand, and sometimes it’s because you’ve heard so much positive buzz about a particular title, and maybe you have no idea who the author is yet.
This is why I like to think of book marketing as a marathon—the ongoing effort to market your author brand and book sub-brands—with legs of sprinting when you’re pushing a particular title or sub-brand, such as leading up to a release.
When you hear authors talking about their marketing strategy, they aren’t referring to an intangible concept. It’s the marathon of goal-oriented, diversified, and often innovative tactics they are planning over the foreseeable future, collated into a document.
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As an author, how do you feel about the marketing side of the biz? Have you noticed any innovative marketing tactics for authors lately? I’d love to hear from readers. Chat me up in the comments.