Home > Book Marketing > What is Book Marketing?

You, the author, are almost 100% the reason your book will sell. It is your belief, excitement, enthusiasm, and energy that will get readers excited about buying your book. We, however, can be the means by which you communicate your passion to the rest of the world!

But, for ANYTHING to happen we need to know a few things about you and your book. And you’ll need give us a good target at which to aim our marketing efforts.

What is your definition of success for your book?

Some authors write for themselves and their families only – they don’t dream of their books as bestsellers in the marketplace. Some authors write for a very specific personal need to tell their story. Some have unique insight into very specific topics. Many have dreams of seeing their book in the front of Barnes & Noble or Books-A-Million. Each author is different, but you MUST decide what your real definition of success happens to be. We don’t want to pursue a goal that may not be what you actually feel is important.

Who will buy your book?

The secret to sales success is to target your marketing directly as possible to your potential reader – and have it be someone who is reachable.

“Everyone will want to read my book!” Sorry, but that doesn’t work. Even the absolute best selling books – that sell 2 or 3 million copies in a year – only penetrate to about 3% of the population. Sales success for your book will be driven by defining a very clear picture  of who is interested in your book.

They must be identifiable: Make a list! Which groups would be interested in your book? Why? Who is next? Why should they need or want your book? (remember this – someone is more likely to buy something they NEED before something they WANT)

Now – narrow it down even more. Years ago books on computers were all the rage – the market was saturated at the “beginner” level, and it seemed impossible to get anymore books into consumers hands.. Then a company came along with the bright idea that they would write a computer book for beginners – but beginners who felt intimidated by their computers – and the now ubiquitous and quite famous “For Dummies” series was born – at the time the books hit, there were nearly 3 dozen titles out for beginners. Yet this one scooped up nearly a 70% market share overnight. The rest were left to fight for the scraps. Find a unique angle about your book – and don’t try to be everything to everyone, because you can’t – insteand target 100% of a specific part!

Where will you sell your book?

Start Worldwide (world wide web that is) and then get local: Where are your customers? Probably scattered around the country. Use the power of print on demand, and just in time fulfillment to deliver books all across the nation without having to print hundreds at a time. Where do your customers hang out online? What magazines and papers do they read? What stores do they frequent – that AREN’T bookstores? What associations, clubs, or affiliations do they join? What conventions to they go to? How can you reach them? Promote your books where you find a high concentration of potential buyers.

How will you promote your book?

The least expensive and most effective ways to promote books are with book reviews, news releases, search engine registration, and some form of highly targeted direct advertising – such as email campaigns, news releases, and pay-for-performance click through advertising. Longer term promotions include author signings, TV and Radio spots, and tradeshows – these are also the most difficult, time consuming, and expensive to secure.

Do NOT neglect the power of you the author – our top tier packages include materials that can help turn you into a promotional machine. Business cards, posters, bookmarks – all are available to support your marketing efforts.

Follow these steps on creating a plan for your book, and together we will build a great campaign to get the word out about your story!

Ray Robinson
by Ray Robinson

When Ray first entered the publishing industry, authors relied on “vanity presses” to produce their work – many of whom would charge $15,000 or more and leave the author’s garage filled with hundreds of books. Ray, along with coworker Alan Harris, joined forces with Miles Nelson to create Dog Ear Publishing to provide the author community a self-publisher with a heart. The group’s application of new technologies and publishing on demand reduced the cost of publishing a book to a fraction of what it had been for previous generations; authors now have the ability to publish a book in as little as six weeks and print as few as a single copy.