From Manuscript to Market: Essential Tips for First-Time Authors to Captivate Readers
I know that many of us write because it is our passion and joy to put our ideas and words on paper. We love the storytelling and normally hold a vision for our book to spark a moment of joy with each reader; but writing your book is just the beginning of its journey to readership, and it’s just one step in a multi-faceted process for you as an author.
In the ever-evolving landscape of literature, marketing is not just an option for new authors; it is a crucial component of your success. With millions of books published each year, standing out in a crowded market can be daunting. However, with a well-executed marketing strategy, new authors can effectively connect with their audience, build a loyal readership, and drive sales. Please do not be overwhelmed, I am here to guide you on how to maximise your opportunities for getting your book seen and purchased.
1. Building an Author Brand
The first step in any marketing strategy is to define your author brand. An author brand encompasses your unique voice, writing style, and the themes that resonate with your work. Start by reflecting on what makes your writing special:
What are the recurring themes in your books?
Are you someone who will only write romance, kids books, sci-fi or a specific genre of non-fiction? Be specific about your themes as it’s the foundational step in building your brand personality.
What personal experiences shape your storytelling?
How do you weave these experiences into your brand identity? Who will you resonate with to build your audience?
How do you want readers to perceive you?
Think about the voice you want to be heard? Are you a subject matter expert eg a doctor or scientist with specific accreditations and credibility in your work that can provide confidence to your audience?
Are you a romantic, fulfilling your wildest desires in each page of your novel?
Are you a galactic enthusiast that wants to open up the world of new realms and possible worlds to a specific age group?
Once you identify these elements, create a cohesive visual identity that reflects your brand, let’s call it a strawman. Draw a stickman on a piece of paper and think about:
For the head – what do I want my ideal reader to think about
For the mouth – what is the voice you want to be heard? What is the tone of your writing? For some of you, it might be humour, whilst for others it might be deeply educational or mysterious and intriguing.
For the heart – what are you passionate about that should be conveyed in your brand ‘signature?’ What do you readers need to feel to connect with your brand?
For the hands - what style will you write in? What fonts types and sizes form the ‘brand’ in your books?
For the stomach – consider how you convey how your readers will consume and digest your reading? Do you want them to feel ‘gut-wrenching emotions,’ or ‘feel warm and cozy feeling down to their toes, ‘ or do you need to break your writing down into something more digestible eg for heavy subjects how do you break down your writing to give a sense of satisfaction with each piece of work? You need to consider these factors so that your advertising styles align with how you want your readers to read your work.
I know this is a lot, but work with a good friend or fellow author to really develop this straw man. Trust me, spending time on this at the outset will avoid a lot of rework and frustration further down the marketing line.
Once you have your straw man, spend time thinking about your vision for
your author logo
book covers designs – if you’re going to write a series, you need to connect your imagery with each publication
overall aesthetic for your website: colours, fonts, spacing, images.
If you write contemporary romance novels, consider using soft colours and elegant typography that evokes feelings of warmth and love.
Your author website serves as the hub of your brand. It should house vital information about you and your work, including a professional biography, links to your social media, and a blog where you share insights and updates. A well-designed website can showcase your writing portfolio and provide a platform for engaging with readers
social media profiles – align to the strawman outputs and stay consistent. A strong visual identify makes you easily recognisable and memorable to your audience.
2. Engaging in Social Media Marketing
Social media is a powerful tool for authors to connect with their audience, share their journeys, and promote their work. Start by identifying the platforms that are most suitable for you. For example, Instagram is a fantastic platform for visually driven authors, while Twitter can be effective for engaging in literary conversations.
Create engaging content that resonates with your audience. Share behind-the-scenes glimpses of your writing process, snippets from your work, or even personal anecdotes that connect with the themes of your writing. Use storytelling to make your posts relatable and encourage interaction. Pose questions to your followers, host polls, or initiate discussions around topics related to your genre.
YouTube provides another powerful platform for audiences if you’re happy to get behind a camera and talk directly to your audience. With YouTube attracting 2 billion monthly users (and continuing to grow month on month), there’s an audience for everyone.
Building a community of followers is so important. Connect with your audience by replying to comments, inviting their opinions, and encouraging them to share their thoughts about your work. Think about hosting live Q&A sessions or virtual book readings to create even stronger bonds with your readers. The more heartfelt interactions you have, the more your readers will feel truly invested in your journey.
3. Content Marketing
Content marketing enables authors to share their expertise and engage with their audience, as a precursor to promoting your books.
Think about creating multimedia content like videos or podcasts to share different parts of your writing journey. This variety can help attract a wider audience and keep your followers interested. For example, if you write historical fiction, you might enjoy making a podcast series about the historical events that inspire your stories.
Not sure where to start? Then, don’t feel that you have to do it all; there are numerous agencies available to help you. Do your research to find an agency that aligns with your vision and will take the marketing weight off your shoulders. Set aside budgets and work with your agency to create monthly or quarterly content plans.
4. Book Launch Strategies
A successful book launch is vital for generating buzz and maximizing sales. Plan your launch well in advance, considering both virtual and in-person events. Host a virtual book launch party where you can read excerpts, discuss your inspiration, and engage with your readers. Use social media to promote the event and encourage followers to attend.
Consider implementing a pre-order campaign to generate excitement before your book's release. Offering exclusive bonuses, such as signed copies or access to a private event, can incentivise readers to pre-order. Collaborate with book bloggers and influencers to share early reviews and promote your book on their platforms.
Engaging with reviewers is crucial during this phase. Send out advance reader copies (ARCs) to book bloggers and reviewers to garner early feedback and reviews that can be shared on launch day. Positive reviews can significantly impact the visibility and credibility of your book.
5. Networking with Other Authors and Industry Professionals
Writing is typically a solo activity, so life as an author can be pretty lonely at times. Getting involved with an author community is vital for your well-being, but is also fantastic for new ideas and help when you have an issue. Trust me on this, fellow authors love to help one another. We are a breed like no other.
I see networking as a vital component of building your author brand. Engage with fellow writers, attend literary events, and join writing groups to connect with others in the industry. Collaborating with other authors can expand your reach and introduce you to new audiences. Events can be free but are often chargeable. Ticket prices vary immensely, so do your homework and set budgets for these activities.
Think about joining writing conferences and workshops! They're a fantastic way to meet talented authors and industry experts. These events can offer wonderful opportunities for mentorship and collaboration, helping you grow and learn. Connecting with other authors isn't just inspiring—it can lead to exciting joint promotions, guest appearances on each other's platforms, and sharing of helpful resources. It's all about building a supportive and vibrant writing community that lifts everyone up.
Building relationships with literary agents, editors, and publishers can open up new insights and opportunities that could give your career a boost. Try attending industry events, following these professionals on social media, and engaging with their content. It's a great way to create genuine connections.
6. Utilizing Online Advertising
Online advertising can really help you get noticed as a new author. Consider trying targeted ads on social media platforms like Facebook, Instagram, TikTok, and Twitter. These platforms have great tools to connect you with the right audience. For example, if you write young adult fiction, you can aim your ads at readers aged 14-18.
If you are self-publishing on Amazon, use Amazon Ads to promote your book directly on one of the world’s largest online book retailers. By utilising keywords and targeting specific genres, you can enhance your book's visibility and increase sales. Set a budget for promotional campaigns to ensure you maximize your investment. There are plenty of self-help videos on Amazon to get you started.
Experiment with different ad formats, including image ads, video ads, and carousel ads, to see which resonates best with your audience. Monitor the performance of your ads and make necessary adjustments to optimize their effectiveness.
7. Building Relationships with Bookstores and Libraries
Building connections with local bookstores and libraries can open wonderful doors for authors. Try reaching out to independent bookstores to arrange fun events like readings, signings, or book launches. Many of these bookstores love supporting local authors and would be happy to host your events to help showcase your work.
Working with libraries can be just as rewarding! Offer to give author talks, run writing workshops, or hold lively book discussions. Libraries often have special programs to highlight authors and can help you reach new, eager readers. Don't forget to consider submitting your book for their collections; libraries often select books that spark community interest, and being featured can significantly boost your visibility.
Consider selling your book on various platforms such as
Barnes and Noble
Amazon
Apple Books
Draft2Digital
Ingram Spark
Publish Drive
Lulu
Shopify
eBay
Note: All publishers will have charges so do appropriate research before making a commitment.
8. Monitoring and Adapting Strategies
As you implement your marketing strategies, it is crucial to monitor their effectiveness. Analyse the performance of your social media posts, email open rates, and website traffic to understand what resonates with your audience. Use analytics tools to track engagement and identify trends (if you are using an agency, ask them to provide a monthly report to you as part of your agreement).
Gather feedback from your readers to understand what they enjoy and what interests them most. Invite them to share their thoughts about your work and marketing efforts, as this will help you improve and ensure your strategies truly resonate with your audience.
Keep an eye on industry trends and be open to adjusting your approach as needed. Since the literary world is always evolving, staying flexible will help you remain relevant and competitive. Constantly review your results and adapt your strategies accordingly. Don’t throw good money after bad; use data as a decision maker for your next activity. I know it can be emotional, we are writers after all, but if you want a solid return on your publishing, you have to consider the long game with your marketing strategies.
Conclusion
Let’s be real for a moment, writing is not your only cost. It can be expensive to market your book, so unless you are a literary genius and have lots of luck, don’t expect your books to make lots of money from the outset; you will need a budget for all of the marketing activities described to get your book seen and purchased. There’s no easy way of avoiding these costs (trust me, I have tried), but once you have presence and an audience, momentum can build quite quickly.
As I close, remember that writing your book is just the first step in your journey to finding readers. It can be difficult and lonely to get going, but you can do this; just follow the steps above and create a plan that you can adapt and mold to give you the very best results. Your book deserves it!
Good luck with your marketing journey, fellow authors. Feel free to drop me a message if you need any help.
Mandy x