Marketing: How to Break Through the Noise
By Elisabeth N Wilkes, on 18 May 2016
In 2014, the UK officially published more books per capita than any other country in the world, with over 184,000 books published in just one year (Flood). This is great because who doesn’t want a world full of books? It also, however, poses a big challenge to making a book stand out. This isn’t just little fish in a big pond. This is little fish in an ocean, making it seem as hopeless as Marlin’s quest at the beginning of Finding Nemo.
This challenge has been met with a slow shift in publishing to put a lot of focus on discoverability, which has made Marketing become a much bigger player in the process than ever before. It is a field that requires as much creativity as the books they are selling, and where some of the most exciting advancement in the industry are coming from.
In last month’s blog we talked about how Publicity works to bring this book to the readers, but Marketing does this in a way that requires slightly different skills. Here are just a few:
1. Know how to budget– You will have more money to work with than Publicity, but not much more. Unless you are a big publishing house working with a brand name author, you will be expected to do a lot for a book with very little funding. So if you have expensive taste and wild expectations, you might want to learn how to tone them down a touch.
2. Be a good researcher– Because you will be given money, you will have to be able to justify your plans to many people along the way. You might have a wonderful plan that looks great on paper, but you have to be reasonably sure it will reach the right people and will encourage them to act. So be ready to back up everything you suggest to the finance team.
3. Understand the reader– It used to be that the main selling relationship was between the publisher and the bookseller, who in turn would know how to sell to their customer. Now that more direct publisher to reader interaction is viable, due mainly to the introduction of the Internet, it is much more important to understand the readers directly. Your marketing plan will have to reflect reader’s behaviour and likes and dislikes, so knowing them is crucial.
4. Have a good head for planning– Like many sections of the industry, you will not be working on one title at a time. Perhaps a big name will force you to put a lot on the back burner, but most of the time you will be juggling many campaigns at once. Not only will you have to keep all of your projects straight, but you will have to be able to give them each their due amount of energy. So be ready to have multiple checklists and find some helpful apps to keep everything straight.
5. Be creative and innovative– You cannot do what everyone else is doing or even what has always done. First, each book has its own purpose, audience, and voice, which would make any cookie cutter marketing plans forced. Second, we are bombarded by advertisements and other marketing ploys everyday, and it’s not just books competing for our attention. If you are bland or safe, your book will just become part of the background. Finding different angles that fits what your title is and how to inform the people who would care about it is key to discoverability.
For those who also have the skills above, you really should consider this segment of the industry. If not, check out what will be the final blog in this series, International Publishing and Licensing!