Third part of overview of How To Market A Book. Includes book reviews, paid advertising, using traditional media for PR. Plus a definition of author platform, your author brand, your home on the internet - your author website, how to build an email list and email marketing, content marketing and blogging for authors, using audio and podcasting, using video, social networking, professional speaking, how to take your platform further,

1. with Joanna Penn
Author, Speaker & Entrepreneur
@ thecreativepenn

2. When you suddenly have a book out but you
haven't spent any time building a platform, you
need some methods to get the book moving.

3. 3.1. Book reviews
 A soft pitch to gain social
proof
 Send free review copies
 Honest reviews
 Amazon’s top reviewers
 Approach specific book
bloggers
 Always check guidelines
of the book blogger
 Include a short pitch and
your sales back blurb
 Don’t pay to create mass
reviews
 Don’t create false
personalities online and
write own reviews
 Don’t respond to bad
reviews

4. 3.2. Paid advertising

5. 3.3. Traditional media
• Go through your life and your influences
• Find a newsworthy hook
• Specify your goals for the campaign
• Be media-ready
• Decide on the kind of photos you want
• Research appropriate photographers
• Contact,Pictures, Awards, Fan resources
• Biography, Interview questions
• Identify who your target is
• Keep it short and focus on the outcome
• Be the expert
• Be easy to work with and flexible
• Be prepared to act quickly
• Be engaging and don’t push the book
• Don’t react publicly
• Be aware of what you say

6. This is all about long-term marketing, building a
brand and a platform for your books and your
business.
I want to expand your possibilities!

7. 4.1. The author platform

8. 4.2. Your author brand
•Create content around your brand
persona
•Be consistent
•Find others in your brand niche
•Be genuine, real and open with
people
•Use your face on your site and
profiles
•Be true to your DNA, but also
experiment
•Don’t betray that trust once it has
been built
•Social benefit occurs as a by-
product of being a good person
•Create a positive impression of
your brand
•To differentiate brands
•To protect privacy
•To disguise gender
•If the author’s name is hard to
remember or unusual

9. 4.3. Your home on the internet
• Good design and easy navigation
• Sign-up list for your updates and book launch
• Home page with introductory blurb
• Links to all your books and buy links
• Professional author photograph
• Contact page to connect
• About page on you and your life
• Press page and media kit
• Page for book clubs with questions
• Public appearances
• Blog, videos and other content
• Get a domain name and hosting service
• Get to know your new home

10.  People choose to give you their
email address.
 Respect that list.
 Never sign people up to your list if
you think they will be interested.
 You have permission to email but
only with the information relating to
what they signed up for.
 It’s easy for people to
unsubscribe.
4.4. Building a list & Email marketing
•Sign up for a list management service
•Set up a form
•Set up the emails
•Make sure that the list can be found on your site on
a specific page
•News and articles
•Your own articles, audios or videos
•News of your book/product release
•Book reviews of books you’ve enjoyed reading
•Competitions, giveaways and anything relevant to
your audience

11. 4.5. Content marketing and blogging
If people find you and want to stay on your site, if they are happy to
give you their email address, this means you have permission to talk to
them; and eventually they might buy your book, product or service.
Text article/blog
post
video Audio
White
paper, Ebook, fre
e report
Tele-seminar or
webinar
Photos or
images

12. 4.6. Using audio and podcasting
Free
downloadable
audio
Podcasting
Audio books
Build a fan base, a
community and a
platform
Connect with peers
Reach people who
don’t ‘read’ any other
way
Stand out in a crowded
market
Incoming links and SEO
Learning and fun!

13. 4.7. Using video
 YouTube is owned by
Google and is the #1 search
engine
 Book sales can be about
human connection
 Future technologies can
soon be reality
 Video can be the basis of
your platform
 Video can drive traffic to
your main author site
 It makes you stand out

14. 4.8. Social networking

15. 4.9. Speaking

16. 4.10. Taking your platform further
• Mind-map your ideas
• Create a slide pack
• Record your speaking
• You may deliver your content
through webinars
• Use a shopping cart
• Create a password protected
page
• Sales page
• Shopping cart
• Payment system

17. Want more?
http://viewBook.at/marketbook
http://www.TheCreativePenn.com/howtomarketabook/