Tips for Writers
Keys to Marketing Fiction
By Jerry D. Simmons | August 14th, 2012 | 3 Comments » (Click to add yours!)
Book marketing is about positioning, deciding where a title fits in the marketplace. Positioning is focused on developing the message your marketing will take for the writer, content and eventually the publication. All based on the research of competitive titles from a content perspective, author bio, pricing, packaging, and all other relevant factors. The cornerstone from which all book marketing is created is book positioning.
For this article I’ve chosen a romance title as a sub-genre of the fiction category and provided some generic research that is not actual market research but created for the purpose of this writing. Please do not confuse the market research written here with actual field market research taken from many years ago. The market has changed; sub-genres have evolved along with content and author considerations.
COMPETITIVE RESEARCH
The first step in positioning is conducting basic research of published titles in the same category as the fiction title in question. For this article I’ve selected the sub-genre romance and here is an example of basic research: (1) the majority of the titles are known more for descriptive sex scenes in a contemporary setting while the characters are wealthy world travelers, (2) there are many unknown authors with several books to their credit whose content ranges from soft to heavy sexually oriented and whose setting are mostly contemporary, (3) they range in size between 300 – 350 pages in print, soft cover, and priced between $6.99 – $14.99 and $0.99 and $9.99 in eBook format.
For our example let’s say the fiction content being positioned is based on strong family relationships, romance and courtship as opposed to being heavily sexually oriented. The setting is 19th century Ireland and characters are from a poor, rural primarily farming background. This is the first book for the author and so the positioning for the launch marketing has to make a statement as such and not back away from the fact the writer is a new and emerging voice. The size in print should be a minimum of 300 printed pages priced at $6.99 in mass market paper, $11.99 in trade paper and for the eBook release the price will be $0.99.
Even though the page count is part of the basic research this should in no way deter the writer from writing the novel they need to write. Never intentionally limit yourself as a writer to any particular number of pages but rather the important point is to write the novel you intended to write. Leave the rest to your editor and publisher.
POSITIONING & MESSAGE
The term message refers to how both the author and content is to be positioned for the genre and marketplace overall. The message must be clear, precise, fit the content as well as author, and be consistent throughout the entire marketing campaign, especially during launch period which is the absolute most critical for any publication. The first month or two is a make or break time regardless of how the book is published.
We now must develop the message that fits with our title positioning. We know the author is new, first time publication, wife, mother, children, spends time early mornings writing and in between naps and play time during the day. Has been working on the manuscript off and on for a year and has been writing all her adult life. This is her third complete manuscript but the first she has had the confidence to publish.
These are the most positive points for the message of the author. We have a young mother who writes when she can, been a writer her entire life, has three completed manuscripts and is finally publishing the one she has most confidence in for the consumer. This is a good message and strong marketable position for the author. Perhaps these points are not unique but that would be too easy, for our purposes these are the keys to focus on in the marketing message and position.
Next for the content our position and message are new relationships, courtship, soft romance, strong characters that consumers can relate to, set in a romantic period in Ireland. All content or excerpts provided for potential readers should focus on brief descriptions of the landscape, village, parents, siblings, friends, neighbors, draw upon the strength of characters and their prominence in the story plus the setting and time frame. An Irish love story is perfect for the message that should be created for this title.
Again, perhaps not unique since I am certain there have been many Irish love stories but the key is to determine how this manuscript is different and yet how it is similar. Be able to answer the following questions: What made previous bestselling Irish love stories successful? Was it strong characters, just a terrific story or both? The marketer does not have to shy away from what made other titles in this genre successful but must be able to identify a unique feature or two of their own publication. Draw the consumer in with strong copy and tag lines while creating an irresistible picture of two struggling young people falling in love set against the majestic background of Ireland.
QUOTES & REVIEWS
Since it is extremely difficult to get quotes for first time fiction without contacts of public individuals and or bestselling authors the writer must resort to book reviews. The best ways to start is research book review websites and create a list, follow-up by searching for locations; such as other websites; where those review sites have placed their book reviews. The more legitimate the website offering the review the better known the authors using their service and the notable and bigger websites where their reviews are posted. Also check for authors of major publishers that use the book review site for their own publications, this is certainly an indication of quality, high-standards and legitimacy.
Once you have a list of book review websites and done your research to make certain the site is of high standards begin following their guidelines and submitting your book for review. Take the free service if at all possible, if there is a small fee and the site is deemed legitimate then pay to have your book reviewed but under no circumstance would I recommend the fast track service. There is no reason with adequate planning that an author should fast track a book review and pay an exorbitant fee for that pleasure.
Keep in mind that regardless of whether the author pays for the service or not, there is never any guarantee the review will be positive. However, with the right guidance and promotion, even a bad review can be used to the writer’s advantage if you can position the title accordingly. The bottom line is a book review is always a gamble but one that is necessary to further the marketing and leverage the result that goes along with offering free chapters or excerpts.
Once you have several reviews in hand, select the best quotes from the review and use extensively in your launch marketing. After the review process is complete remain ready and willing to offer your book to the notable or famous you may come in contact with. Obviously you cannot attend a book signing for a bestselling author and blindly offer a book, the point is someone you may come into contact with and develop a relationship with, even on a professional level. Once they have your book in hand, thank them and politely ask for a quote, welcoming even the negative comments they may have for your work.
Like marketing, gathering quotes is a never ending proposition but once you have several in hand the need is diminished. At that point only the famous and infamous should be the target of a quote.
SUMMARY
Obviously not all published titles have a position or message for their marketing. The results from the lack of positioning will also be obvious. As with anything worth doing, book marketing is only as good as the research, position and message. Developing these is not an easy task. It takes time in reading and researching the competition then drawing objective conclusions. If the writer or marketer is having trouble distinguishing the content from the competition then one must assume the positioning and message are invalid. Failing to find a position and message that resonates with consumers is the first step in the wrong marketing direction. No amount of money or campaign can overcome a bad position or message in the highly competitive book publishing marketplace.
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
Leave a Reply
Thanks once again Jerry! I’m so glad you’re one of the few that don’t beat around the bush and get right down to the details. I didn’t know too much about book positioning until now.
I also think the journey into getting book reviews will be both scary and exciting.
Hi Jerry,
Thanks again for your concise and current information regarding the marketing in the book world. I’m still pushing (slowly) my story and working on another. Your info and suggestions have been so very helpful. Thx, Ginny
Thank you, Jerry. Your information is always helpful and today,I’m glad to re-read your archived piece about marketing fiction.