From L to R: Glenn Hunt, Lulu’s community manager; Kelli and Daniel Segars, the powerhouse couple behind FitnessBlender.com; and Dan Dillon, Lulu’s director of product marketing at the 2013 Self-Publishing Book Expo
It’s actually not so lonely at the top. Not if you’re a rock star author who has published through Lulu. At the recent Self-Publishing Book Expo, author, activist and cultural icon Kevin Powell was joined by Daniel and Kelli Segars, the power couple behind the Fitness Blender craze, on a panel featuring rock star authors. They shared copious insights and advice about how to reach as large an audience as possible and how to successfully market a self-published book. Here are the three must-do pieces of advice they shared:
1. Content is king
It’s easy to market a great product. It’s not so easy to market a bad one. The quality of your book — from the story to the format to the cover — is critical to its reception in the market. Make sure your book is ready for the audience you’re aiming to win over. If you’ve done all of the work that you can to make your book as remarkable as it can possibly be, your readers will market it for you. Word of mouth is the most powerful form of advertising, and you can’t buy it with money. You earn it with an awesome book.
2. Whet people’s appetites
There’s a trend in the book market where authors are releasing small pieces of a larger story to build an audience. Think of this as the contemporary version of serialization. The best ways to make sure your readers are satisfying their appetite for your work is by creating blog posts or podcasts to issue a chapter at a time, or do a reading of your book and provide commentary about how an aspect of the book was conceived — a key character, a plot device, the setting or some other interesting dimension of your work.
3. Dedicate time
Just as you set aside time to write your book, you need to set aside time to market your book. It’s a discipline, one that requires focus and resolve. In the free guide to marketing your book to maximize holiday sales, more than 60% of Lulu’s most successful authors spent fewer than 5 hours per week marketing their book. But the key here is that they spent time doing it. Set aside one hour each day to actively market your work and you’ll gain traction. For ideas on where to start and how to make the most of your one hour per week, download the free ebook, “How to Marketing Your Book for Holiday Sales”.
Follow this advice from our rock star authors, and perhaps you’ll be on Lulu’s successful author panel at next year’s Self-Publishing Book Expo.