Sue CollierMarketing remains the toughest challenge for self published authors and publishers in a world where hundreds of thousands of books are published each year.   There are many channels and venues to consider and usually a  limited budget of time and money with which to address them.  We recently had the opportunity to talk again with book marketing expert Sue Collier and get her thoughts on how book marketing has evolved during the last 3 years and how authors and publishers can effectively promote their titles.

Complete Guide to Self Publishing book coverSue Collier is the president of Self-Publishing Resources, a firm that provides book writing, book production, and book promotion services for authors, entrepreneurs, professionals, and corporations. She is coauthor of The Complete Guide to Self-Publishing, 5th Edition (Writer’s Digest Books, 2010) and Jump Start Your Books Sales, 2nd Edition (Communication Creativity, 2011).  She is an active blogger and writes about self-publishing and the occasional off-topic rant at

FPP:  What are the most significant changes have you seen in book marketing over the past 3 years?

SC:  The use of social media, no question. Three years ago, I suspected social media would have its place in the future in terms of marketing, but I did not expect it to become so important in such a short amount of time. Writers, many of whom tend to be more introverted, have massive opportunities with this softer approach to promoting.

FPP:  What are the most effective ways for authors and / or publishers to use social media marketing?

SC:  They have to participate actively. It’s not enough to simply start a Facebook page or a Twitter account; you’ve got to reach out and build relationships. Set up Google alerts on your topic so you can participate in the conversation. Social media marketing is not about blatant promoting; it is about establishing connections with people.

FPP:  What time investment should authors should plan on for promoting their book via social media?

SC:  Losing track of time is one of the biggest challenges in using social media. You start chatting on Twitter about your new book, and the next thing you know an hour or more has slipped by and you are clicking on links that have nothing to do with promoting yourself. Some experts recommend spending twenty minutes or so in the morning and another twenty minutes in the late afternoon to respond to the day’s activities. I advise authors to make a decision on how much time they will spend–and stick with that.  Another problem is not defining your purpose for using social media and making a plan before you get started; this will serve as another way to help limit time.

FPP:  E-books have steadily increased in popularity.  Are there major differences in promoting / marketing an e-book vs. a print book?

SC:  There are the obvious differences between the two–and perhaps you will miss out on opportunities to promote to those who are still resistant to e-readers–but promoting is still promoting. I don’t think there are major differences in promoting one over the other.

FPP:  What do you think are the most essential elements for a book marketing plan today?

SC:  A good author platform. This many-sided book marketing mechanism is hands-down the best way for authors to reach their potential readers–and to sell books.

FPP:  If they go the traditional (vs. self publishing) route, what should an author expect the publisher to do from a marketing perspective and what should they plan on doing themselves?

SC:  They shouldn’t plan on the publisher doing much. In fact, publishers today will expect that any authors they sign on will already have a large network and strong author platform in place–well before the book deal. This is probably one of the biggest misconceptions today by authors seeking traditional publication. The fact is that the “trads” will spend the bulk of their marketing budgets on their biggest named authors; the midlist author is usually left languishing in a catalog and/or on a website. It’s up to the author to be proactive when it comes to marketing and promoting–whether they decide to self-publish or are picked up by a traditional publishing house.

FPP:  How do you see books being marketed three years from now?

SC:  Online communication between authors and readers will continue to grow. One’s online “influence,” including the use of social networks, will become more and more valuable both as a way to harness that influence–and to promote one’s self and one’s book.

You can reach Sue at

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Sheila Clover-EnglishBook Vid Lit

by Sheila Clover-English

Sheila Clover English, the CEO of Circle of Seven Productions, is a pioneer in book video production, marketing and distribution for authors and publishers.

There are many ways to do marketing and promotions but I want to focus on two:  influence and authority

Influence marketing happens when you promote yourself indirectly. You influence someone with your style, your behavior and how much they like you.  It is “personality” promotion. You are so well liked or respected that people want to be like you or associated with you in some way. That means buying what you recommend because they believe in and/or like you.

Authority marketing happens more directly. There are people out there looking for what you are selling but they can’t buy it if they don’t know it exists. Or they may not know they need it unless you can convince them they need it. So you advertise to let people know about your book, and give them all the information they need to make a purchase. Or at least link to that information within your ad.

Here are examples of each type of marketing used to promote the same book. 

Influence Marketing

This could be a blog or Facebook note.

“When I wrote this book I was going through a very difficult time. I researched for months both in resources and in my heart before I ever touched pen to paper. My sister died of breast cancer and I wanted anyone reading my book that is going through the same thing to know they are not alone. Someone is here who understands.”

Notice that at no time was there a direct sale of the book.  Nothing in the blog says “Buy my book”. What it does though is create a personality and an environment around the book’s theme. You feel connected to this person because they are willing to share something of themselves. This invites comments. It invites us to care and to want to be involved with the author of the blog.

Authority Marketing

authorityMy Sister is Dying and the World Keeps Turning takes the reader inside the final stages of death for living sister, the one who will be left behind.

A true story of love, faith and acceptance with a forward by renown psychologist Dr. Emen Touchstone, author of Final Stages, Final Goodbyes: Hospice For Survivors.

Note the differences in the two styles of marketing. With the second blog we get more of a commercial feel. We know exactly what the name of the book is. We see that a doctor with a well-known background in the field is involved with the book. This doesn’t invite questions as openly or as intimately as the first blog. There isn’t a question that a book is being promoted in the second blog.

Which is the best way to promote a book?

There is a time and a place for everything. If you have a blog, website or profile on MySpace, Bebo, Facebook, etc. and you use that to promote yourself or your work, then you are an authority there and can use Authority Marketing in that space.

If you are in an online community which you use primarily as a social platform, you should use Influence Marketing as your promotional strategy.

How do I know which to use?

Here are the questions you should ask yourself to determine which strategy is best fo you: 

  • What is the expectation of the readership of this profile/blog?
  • Why are they there?
  • Why do they think YOU are there?

You need to be honest in whatever it is you are doing. If you are there to pitch your work that’s fine. Just be sure people know that.  If you are there to make friends and be social, you can let people know you will be releasing information about your work occasionally. Then you have established why you are there and what you are doing. Everyone knows what to expect.

But, if you act like you are there to socialize and make friends and all you do is promote yourself you are setting yourself up for trouble.  Think of it like a spam e-mail:  your subject line says “I’m here to make friends!” but your content is all about making a sale.

If visitors know you are going to sell something and they still come to your site then they are interested in what you have to sell. It is acceptable to use an authoritative marketing tool to communicate with them. The expectation is set. There is no trickery or subterfuge. They can still trust you because you are doing what you said you would be doing.

A great book on this subject is Trust Agents by Chris Brogran and Julien Smith ( that can help you better understand the need for building trust online and strategies for doing that. If you are marketing online I highly recommend this book.

Which is better to help sell my books?

With all the hype about online marketing and social media technology, it is easy to overlook the most important element of marketing:  what does my audience want?

Know your readers.  Take the time to research your audience.  Ask yourself these questions:

  • How will they benefit from your book?
  • What would inspire word-of-mouth about your book? 
  • How do they like to be communicated to?

From those answers you should be able to identify whether to use Influence Marketing or Authority Marketing.  Or a combination of the two – e.g. use Authority Marketing on your website and Influence Marketing on your social profile. Just remember to let people know what to expect wherever they “meet” you online.

We are an accumulation of our words and deeds.   How do your readers see you?

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