“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
― Malcolm Gladwell, The Tipping Point
Dear Writers,
In one month, my next picture book, Brand New Bubbe, will be on the shelves! (If you want a personalized, signed copy, you can preorder it here!) This means, for the next few weeks, I will be doing some marketing. I’ll be trying to spread the word about my book.
And, well, fretting.
Friends, I don’t ever talk about the business of writing in my newsletter, but today, let’s break some rules (my favorite thing to do) and start with this: marketing doesn’t have to be painful, but it does require a different mindset from the one that created the book.
First, you have to remember that there is very little you can control. (Except keeping a budget!) You can’t guarantee what will work and what won’t.
Second, you have to realize, that while writing is all about you, marketing isn’t! It’s about your readership!
Debbie Gonzales, friend and founder of PIN LIT, explains it this way: “The key to effective marketing — whether online or in-person — is to strive to inspire, entertain, amuse, and educate your intended audience. Marketers must take their own needs out of the equation and consider how their content will serve others. Think long and hard about who you’re trying to reach with your books, programs, and messaging. Avoid broad assumptions. Are teachers your target audience? Okay, fine. Go deeper. Do they teach science or math? Preschool? Upper elementary? Once you’ve got your target audience narrowed down, connect with content that will be exceedingly helpful to them. You’ll develop a relationship with them in this way. And, they’ll come back for more.”
That doesn’t sound so bad, right?
So, then WHY does marketing always feel like bragging? And uncomfortable?
Today, let’s talk about how we can adopt a mindset that makes this part of the publishing business FUN. And playful. And maybe even fulfilling…or at least, not dreadful!
Are you ready to stretch? Reach? Groan? Embrace the power of play?
Here are some things that I do, plus an exercise to help you tap into an effective marketing campaign:
Start by asking:
Who else is vested in the success of your book? Who do you think will love it? Create materials that speak directly to these people.
Communicate with your publisher! If you are like me and you like to make stuff, tell them what you are up to! Ask for advice!
What’s your budget? (Even though we want ALL the swag, don’t commit yourself to paying for things you can’t afford!)
Don’t like social media? Pick ONE platform. For Brand New Bubbe, I am doing more on Pinterest! (Thanks, Debbie Gonzales and Pin Lit for all your help!)
(Find out more about Pin Lit at https://www.debbiegonzales.com!)
Have you visited your independent bookstore or library recently? Go on! Do it! Introduce yourself! Community is important when we’re writing. It’s important when you have published a book!
Can you boost others while talking about your book? For me, this is the way in! I will be posting other writers’ and illustrators recipes and memories of their grandmas, bubbes, nonis, and grams, and while I’m at it, I’ll share their books! That makes me happy!
Last, here’s that exercise:
Imagine your ideal reader, the kid who is going to love your book. Even need it.
Make a list of all the things that are important to kids at that age, and specifically, to that kid. They can be words, phrases from your book, but they have to be from the reader’s mindset. Use these words as a starting point for your marketing plan. When it comes to marketing, there are no promises. But if you tap into who your reader is, my guess is that you will have more fun!
And then…..write that next book!
Have a great writing week!
Sarah