In a world where things are constantly changing, self-publishing and book marketing have remained relatively constant over the years. I recently re-read Peter Bowerman’s book, The Well-Fed Self-Publisher (my copy was published in 2007) — it has been on my shelf for many years — and realized that much of his advice is just as relevant today as it was then. I’ve highlighted several things in the first four chapters. It’s great information for authors.
8 things from 2007: (verbatim)
- You have one job and one job only: Build the demand for your book.
- Targeted audience. Identifying audiences and pursuing the gatekeepers (to those most-likely buyers) in order to land reviews, blurbs, mentions, interviews, etc. … It’s all about the customer: always understand who your audience is.
- Focus on reaching “key influences” with demand-building activities.
- It’s about making personal contacts.”
- If you want your book to be a success, you’ll have to play an integral role in the [marketing] process.
- A mediocre book with a fabulous cover and title will likely do much better than a fabulous book with mediocre packaging.
- Covers sell books… many buying decisions are based solely on covers.
- As crucially important as a great-looking cover are a compelling title and subtitle (non-fiction).
Sound familiar?
These points are just as pertinent today, especially if your goal is to sell your book and reach your target readers. As a book designer, I’ve met many first-time authors who didn’t know their target audience or have a plan to market their books. They just want to “get their book out there.”
Keeping up
I joined St. Louis Publishers Association in 2004 and quickly realized that authors needed help with designing their book covers. I decided to learn more about the self-publishing industry. One way to keep up is by reading and listening to book marketing experts, which I have done for years. They express the same views today as they did in those early years.
Recommendations
- Start here with this excellent article by book marketing expert Sandra Beckwith.
- Write a marketing plan to help you know where you want to go and how you’ll get there.
- Join an organization like St. Louis Publishers Assoc. (SLPA) or the Independent Book Publishers Assoc. (IBPA)
- Hire a professional book designer.
- Stay current and learn from others, either online or in person. Attend writers’ conferences when possible.
Timeless wisdom
What’s the value of reading an old book? Plenty! Some things haven’t changed. Even classics evolve; Bowerman himself revisited and updated The Well-Fed Self-Publisher in 2014, a testament to the lasting power of his insights.
