The publishing business has changed dramatically in the past few years. Today, nearly anyone can publish a book it seems. Hundreds of thousands of new books hit the shelves every year. But very few people are successful at all in regards to marketing their books, with the average number of sales being around 200 over the life of the author. Marketing books is a real challenge for many people. In my work with hundreds of authors, I have identified 10 primary reasons why a book marketing strategy may fail.
1. THE BOOK AND/OR THE AUTHOR ARE INVISIBLE
Today the Internet is the primary source of information for book buyers. But even those who buy books in the ‘real’ world use the Internet to do research before buying in the real world.
Book buyers, while doing their research, will NOT search by your name or your book’s title. They will instead search using a very generic phrase like ‘children’s book’ or ‘thriller’ or ‘spy novel’.
It is a fact that hardly anyone goes beyond page three of search engine results. Authors who hope to be visible to the book buying public must be on one of the first three pages for the GENERIC SEARCH TERM (like ‘children’s book) that describes their books. If you are not on one of the first three pages for that generic term, you are virtually invisible to nearly all book buyers. If you are invisible, nothing else you do in regards to marketing your book will matter much.
2. THE AUTHOR MAY BE USING THE WRONG APPROACH
If you are using book marketing ideas and book marketing strategies that USED to work (when bookstores were the primary book outlets) those marketing strategies will most likely not work much at all in an Internet. In fact, you will likely fail.
Today, Internet sites have taken center stage in regards to being the primary book outlet. To be successful in regards to selling books today, you must have traffic to your book marketing site, and you must have a lot of it. You must know how to convert that traffic into book sales. All the traffic in the world will not matter if it does not convert to sales.
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