How to Promote Books and Win Fans

by Jason Kong, @storyrally
 

Most fiction writers hate marketing their books.

You have to tread the line between awareness and overhyping. Because you have a vested interest in selling your work, others sometimes assume you’re just out to make a buck.

Book promotion doesn’t always have to be so unpleasant.

If you have published books and an online platform, then you also have a following. You have readers paying attention because they value your storytelling.

Instead of plugging your books all the time, why not recommend those of your fellow authors? It’s a promotion opportunity you can feel good about.

The genuine endorsement

You know what this is like.


Remember the last time you read a novel that really grabbed you. You had to tell a friend, right? It’s about finding that person who would enjoy the book as much as you did.

You weren’t driven by a commission or reciprocation. The intention was to spread the joy, to make someone else’s life a little better.

A book recommendation without expectation is a special kind of promotion. It had nothing to do with who wrote the book, and everything to do with whether the recipient would benefit.

So how does that translate into a professional setting?

Good feelings all around

Other authors are not your competitors. Maybe that was true once upon a time, but not anymore.

You’re no longer fighting writers for a spot on the shelf. Digital media and self-publishing means the available space for books is now stretched to infinity.

Touting that you’re the only author worth following is self-serving, but hardly true. Fiction isn’t a commodity. Everyone has room to like more than one story or more than one author.

Writing, especially good writing, takes a lot of time. If you have a communication channel with your audience, then how are you rewarding their attention between projects?

When you come across a good story in your genre, use social media to share a good word. Make recommendations because you’re confident enough in your ability and generous enough in your motivation.

With that mindset, you won’t have less fans. You’ll have more.

Jason Kong helps fiction writers with their online marketing. Subscribe to get free insights here.

Elizabeth Spann Craig

View posts by Elizabeth Spann Craig
Elizabeth writes the Memphis Barbeque series (as Riley Adams) and the Southern Quilting mysteries for Penguin and writes the Myrtle Clover series for Midnight Ink and independently. She also has a blog, which was named by Writer’s Digest as one of the 101 Best Websites for Writers. There she posts on the writing craft, finding inspiration in everyday life, and fitting writing into a busy schedule.

14 Comments

  1. Margot KinbergJune 17, 2013

    Elizabeth – Thanks for hosting Jason.

    Jason – One of the things that I have truly benefited from as a writer is the network of other writers I’ve met. And part of the reason I love that network so much is that I get to read and share their work. What’s not to like? And it does make smart professional sense.

  2. Paul Anthony ShorttJune 17, 2013

    I love this approach. I often feel lost when it comes to self-promotion, but I love sharing books I love with others.

  3. B.E. SandersonJune 17, 2013

    Great post, Jason. Who knew that I’ve been doing promotion all along? ;o)

    Thanks for having him here today, Elizabeth.

  4. L. Diane WolfeJune 17, 2013

    That is very wise advice. Self-serving doesn’t get us anywhere.

  5. Alex J. CavanaughJune 17, 2013

    I spend a lot more time promoting others than I do myself.

  6. Jason KongJune 17, 2013

    Paul: Saying you’re sharing vs. promoting has a different feel to it, doesn’t it? :)

    Margot: Exactly! Hopefully you don’t face the pressure of sharing under the expectations of “scratch your back and I’ll scratch yours.” That leads to all sorts of complications.

    Beth: Heh. Happy to hear it comes naturally to you.

    Diane: Just so I’m clear, I do believe authors should be responsible about promoting their own books. What I’m also saying is that you can also recommend your fellow authors work and feel good about that. :)

    Alex: Your blog certainly reflects that! I’m impressed.

  7. Paul Anthony ShorttJune 17, 2013

    It really does!

  8. Jemi FraserJune 18, 2013

    Terrific idea! Promoting others is soooo much easier than promoting ourselves – and it’s a lot of fun too!

  9. Susan Flett SwiderskiJune 18, 2013

    I’d call this good sound advise, and kinda what I’ve done intuitively. If I like a book, it’s only natural to tell other people, and to help the author promote it as best as I can. As for self-promotion? I consider an overdose of it to be a major turn-off.

  10. Amy Rogers HaysJune 19, 2013

    This is so encouraging to me as I work to slowly put together a set of my favorite book lists. I really struggled with how to review and recommend books-because now as I am writing these authors aren’t just authors they are my peers, my colleagues. I want to be honest and respectful in my reviews. It can be a fine line to walk, but I want to cultivate trust with my readers that if I say something is really good, that they know what sort of things I think are really good!

  11. Terrance AustinJune 19, 2013

    Book recommendation without expectation….I love this post. Thanks. As a aspiring author/writer, My goal is not only writing as much as possible, but learning much as possible too. Thanks again Jason. Bless you…

  12. Jason KongJune 19, 2013

    Jemi: Exactly!

    Susan: It’s interesting how you can go too far in self-promotion, but there’s no such limitation for a genuine recommendation. You don’t have to feel guilty for helping someone else.

    Terrance: Glad you found the post useful!

    Amy: That is a challenge. As I mentioned in an earlier comment, things become tricky when your fellow authors start expecting reciprocity when it comes to promoting each other’s work.

    You may have loyalty to your peers, but you also have loyalty to your audience. If your readers perceives your actions as part of some quid pro quo, you’ve damaged your credibility.

    I think you’ve hit the nail on the head. How people perceive your motivations makes a big difference.

  13. Julie MusilJune 19, 2013

    I love this approach because it focuses on helping others, not just ourselves. Thanks for the great advice!

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