This Brand New Self-Publishing Guide is Free Marketing Publishing Resources

This fourth edition of Digital has been completely revamped to reflect the needs of self-publishers in 2020. The structure has been completely streamlined to reflect the ten steps involved in publishing your work like a pro.

Reflecting the specific challenges that writers face today, the advice on each step goes much deeper than before. Instead of just showing you how and where to find a cover designer, for example, Let’s Get Digital will show you how to brief your designer effectively, and learn what effective commercial packaging is for your niche, so that you end up with a cover which isn’t just pretty, but also very effective at appealing to your specific target audience.

And the same goes for writing, editing, formatting, pricing, metadata — all the areas where an author must make crucial decisions which affect the viability of their book.

Of course, the largest section of the book, by far, covers the entire topic of marketing from the ground up, showing authors not just how to find their first readers in the most cost effective way possible, but also how to construct a real author platform, one that will capture interest from readers and use those seeds to grow a community of fans around your work, who will send each new release higher in the charts. Read More…

Three New Books For Authors Marketing Publishing Resources

This blog has been a little quiet in 2020, but I’ve been beavering away at a veritable smorgasbord of stuff for authors which I can finally start talking about.

The headline news: three new books for authors, a huge surprise which isn’t book-shaped, and then lots more cool resources coming to this here website; let’s expose each of these projects to the merciless glare of publicity.

First out of the traps is Following: A Marketing Guide To Author Platform and it is FREE – exclusively available as a bonus when signing up to my mailing list – which you can do right here. (If you are an existing subscriber, check your inbox – you don’t miss out!) Read More…

Facebook Engagement Bait and Shadow Bans Bewares Marketing

Websites try to keep your attention as long as possible, but the stakes are higher on Facebook where a drop in engagement can cost millions of dollars. Or FACEBOOK as it now insists on calling itself, like a shouty man outside a pub.

Content which keeps people on Facebook – like video or pictures – gets much more organic reach than content which sends people away, such as a link to your books on Amazon. Not only that, Facebook will also give preference to content which is genuinely engaging.

Please note the emphasis.

Facebook doesn’t have an army of humans sifting through the billions of pieces of content on Facebook and giving a gold star to the best of it – AI does the heavy lifting here. The way the system measures engagement is necessarily crude: what is getting Likes, comments, and shares?

In simple terms, people want engaging content and Facebook wants to show them content with high engagement, so if you can post content which triggers good engagement levels, then that content will get much more visibility.

And visibility can be worth a lot of money, of course. Read More…

13 Ways To Increase Your Email Open Rate Marketing Resources

Having a big email list is great, but utterly pointless if your open rate is in the toilet. Quantity might get the headlines but it’s quality which pays the bills.

You need engaged subscribers, ones that care about getting your emails, people who open your messages and act on the contents. If you are putting effort into growing your subscriber count but not proactively taking steps to assist open rates, then all you’re really doing is bailing out your boat with a leaky bucket.

People often say things like “it’s natural for open rates to fall over time” – and that’s true… if you do nothing about it. Also, there are plenty of practices you might inadvertently engage in which might accelerate the natural wastage you tend to get over time. But there’s also plenty you can do to address falling open rates and even reverse them. Read More…

Going Viral: A User’s Guide Marketing Writing

What truly makes something go viral? It’s hard to say.

Sure, afterwards, we can all point to something — with the crystal clear vision bestowed by hindsight — and list off elements which contributed to the explosion: it had a cute dog bouncing on a trampoline or just the right amount of indignation, it was funny and there was a well chosen emoji, it was topical or it tapped into some lingering but unspoken resentment about a hot button issue… that list could go on forever.

Trying to assemble a Franken-thing that ticks all those boxes will quickly show you that this retrospective diagnosis is missing something — the X-factor that makes one thing go viral and another thing, which was very like it (or even “superior” in many ways), do the exact opposite. Read More…

7 Expert Tricks To Improve Your Author Newsletter Marketing Resources

Authors these days are getting great at offering enticements to sign up – commonly known as magnets or bribes or sign-up bonuses – and also at deploying automated sequences to further warm-up new subscribers. But sometimes we can be a little… overeager.

Your first priority should be to keep the promise that you made to the reader, which means ensuring the subscription happens smoothly and they get their free ebook.

If you overload the first emails the subscriber receives, you might get dropped into Promotions or *gasp* Spam. If you’re lucky the subscriber will email you complaining they didn’t get their gift. If you’re lucky. Most probably won’t even bother complaining which means you’ve just lost a sign-up. Read More…

Content Marketing – what the heck is it? Marketing

A classic authorial flub is beating your readers over the head with all that painstaking research you conducted while suffering from Level IX Procrastination. After going to the trouble of boning up on the mating habits of fruit flies – so your supposedly smart entomologist heroine doesn’t say something truly dumb – there’s a real danger of info dumping or otherwise sucking the drama out of any scene.

Like with so many other literary devices, these bloody things are like saffron: a pinch can transform a dish, but two pinches can ruin it. Meanwhile we authors are backing up the saffron truck and dumping it onto the reader’s driveway…

But what if I told you there’s another use for all these writerly offcuts? Let’s talk about content marketing. Read More…

What The Piña Colada Song Teaches Us About Marketing Marketing Publishing

It was the release of his fifth solo album – and particularly the single Escape (The Piña Colada Song) – which made him truly famous. At least among those who didn’t mistake the singer for Barry Manilow, a surprisingly persistent error over time.

While that case of mistaken identity didn’t dampen the song’s initial reception, another form did. It was originally released as Escape – with no mention of those famous piña coladas in the song title.

People would call up radio stations and ask for the song about piña coladas, only to be met with bafflement. And when they went to their local record store to order The Piña Colada Song, they were told the store didn’t have it. They did, of course, but it was titled something else: Escape. Read More…

12 Free Graphic Design Tools For Authors Marketing Resources

One big change in my business over the last few years has been recognizing the importance of branding… and doing something about it too, I guess. Because I was always somewhat aware of the role branding plays in marketing but really fell down in the execution.

Which is a nice way of saying my branding was awful.

That’s no slight on the designers who turned out excellent work for me. My book covers were great, for example, I just didn’t have a coherent vision across my titles which was then parlayed across websites and Twitter headers and email graphics for brand cohesion – or really why that would be so important.

These days my site looks more professional, and the branding lines up with that of my books, social channels, and newsletter. And I’m quite proud of it as I handle all of it myself. Well, almost – I still outsource book covers. But I do the rest, and the funniest part about that is that I’m not remotely artistic in that sense; I couldn’t match colors if you paid me and can’t draw a straight line with a ruler. Read More…

Audio Innovations and Superfans Marketing Publishing

When I was at NINC last year in Florida last year, I was telling my mailing list that all the exciting developments in audio are coming from outside Amazon right now, from people like Findaway, Kobo, Chirp/BookBub, and various companies serving the library market.

This is a most welcome development because it also feels like many of the moves (Amazon-owned) Audible has been making lately have been quite negative: the royalty cut, the new subscription service and its low pay rates, and Amazon’s controversial and brazen move to start captioning audiobooks without compensating publishers and authors – which resulted in an immediate lawsuit from the Big 5.

Those large publishers have themselves been making no friends with libraries recently, offering ever-worsening terms for audiobooks, to match those for ebooks. Which is an opportunity for indies, of course, especially those using companies like Findaway to better serve that market. Read More…

Email Marketing: Your Secret Weapon Marketing Resources

There is no question that email marketing is the most powerful tool at your disposal; not taking advantage of all the unique benefits of email marketing is really missing a trick. Here’s why.

I’m sure all of you know the power of having thousands of committed readers signed up to your mailing list, allowing you to send each new release into the charts. Even if you’re not there yet personally, this should be something you are aiming for. Every single author should have a mailing list and be seeking to actively grow it.

But before we fly through the basics and delve into more advanced topics, let’s be clear about something: email marketing is not about spam. It’s not about fake intimacy. It’s not about posing BS questions to create false engagement. And it’s not about bait-and-switches, contrived urgency, click-baiting subject lines, or other emotional tricks; that’s what cheesy internet marketers do. Read More…

Coming Soon: Big Facebook Ads Changes Marketing Resources

There is a huge change coming to Facebook Ads which could have a profound effect on the performance of all new and existing campaigns from next month onwards. You need to start getting your head around this now as the change is quite unpopular and the solutions for managing it are all a bit… fiddly.

In short, the new feature that Facebook is rolling out is called Campaign Budget Optimization. You might have seen it in your account already – it’s a feature which allows you to nominate a budget for your entire campaign and then hand the reins over to Facebook’s friendly neighborhood AI and allow it to determine how it should be spent.

Campaign Budget Optimization has been available as an optional feature for several months now so lots of people have been experimenting with it and sharing data – which we’ll get to. The big change is this: from next month, it will start being compulsory. Read More…

BookBub Ads – What the FAQ? Marketing Resources

BookBub is a wonderfully passionate community of over ten million book buyers – and its ad platform is the only one at this scale which is exclusively made up of readers. BookBub Ads is unique in lots of other ways too and I’ve received hundreds of questions from authors over the last few months who are confused about one aspect or another. Today, we’ll look at the most frequent issues… and give you solutions to all those problems.

I’ve been using BookBub Ads for two or three years, I’ve been covering the platform in some depth for my mailing list for well over a year at this point, my dedicated book came out a few months ago, and the course… I can’t quite remember when that launched. Around the same time?

I’ve also run some giant campaigns for authors in a range of genres, as well as my own ads, and compared data and strategies with hundreds of other authors writing every kind of book imaginable. These are the issues and questions which come up most frequently. Read More…

How To Find Your Comp Authors Marketing Publishing

Knowing your comp authors is increasingly important these days, but writers tend to tie themselves into knots with the concept. Today, I’ll explain a very simple way to cut through all the noise and determine your true comp authors, but also detail why that line-up should change considerably depending on the context.

Comp Authors Explained
Let’s start with the basics before scaling up the complexity and getting deep into ads: “comp author” is publishing shorthand for “comparable author.” You might also hear people these days in indieworld using it in phrases like “know your comps,” or “target your comp authors.” Or you might come across the phrase “comp title” more frequently in traditional publishing.

Originally, the phrase was used by publishing professionals as shorthand to describe a given author’s voice in marketing communications and sales pitches. An agent might shop your book to a publisher describing your sizzling romantic suspense as “EL James meets Lisa Jackson,” and the acquiring editor will know right away that she’s in for a dark, twisty story where the sex isn’t just open door – the windows are probably open too. Read More…

Moving from Mailchimp to MailerLite: A Guide Marketing Resources

Mailchimp made some major changes recently which were received very negatively – causing many users to flee into the arms of alternatives like MailerLite.

I moved to MailerLite myself last month and have been very happy with the change but there are a few things you need to watch out for, whether you have multiple, big lists with lots of automations, or are still growing on the free plans. This post should guide you through all the issues.

First we run over the differences between Mailchimp and MailerLite – things like free plans, pricing, features, and integrations, and which of those differences really matter. Next we look at the steps involved in physically moving your list across to MailerLite. This is actually the easiest part of the whole process, but there are important things to look out for. With that taken care of, we move on to more advanced topics like switching over your automations, what to do about those pesky website forms and sign-up links, and also how to sweep up any stray Mailchimp forms out there in the wild so you don’t have precious reader sign-ups going to the wrong place. That last part can be tricky. Read More…