The following is from Alan’s revised book being re-released in October 2024 entitled:
Marketing Mastery:
Avoiding Common Mistakes for Authors
Chapter 8: Over-Promoting Their Book
While promoting your book is essential, over-promoting can be counterproductive and turn off potential readers. Striking the right balance between promotion and providing valuable content is key to maintaining reader interest and building a loyal following. This chapter will explore the pitfalls of over-promotion and how to avoid them.
The Dangers of Over-Promoting
Over-promoting can lead to reader fatigue, decreased engagement, and a negative perception of you as an author. Constantly pushing your book without offering value can make your audience feel overwhelmed and disinterested.
How to Avoid Over-Promoting
1. Provide Valuable Content
Focus on creating content that provides value to your readers, rather than solely promoting your book. This can include writing tips, industry insights, personal stories, and engaging discussions.
Example: Share a blog post on your website about the inspiration behind your book, offering insights into your writing process and the themes you explore. This provides value to your readers while subtly promoting your book.
2. Use the 80/20 Rule
Adopt the 80/20 rule, where 80% of your content provides value and 20% is promotional. This ensures that your audience receives a balanced mix of valuable information and book promotions.
Example: If you post five times a week on social media, ensure that four of those posts are valuable content, such as writing tips, book recommendations, or engaging questions, and one post is directly promoting your book.
3. Engage with your audience
Build genuine relationships with your readers by engaging with them on a personal level. Respond to comments, participate in discussions, and show interest in their opinions and feedback.
Example: Ask your followers about their favorite books in your genre and engage in conversations about their recommendations. This not only builds rapport but also provides you with valuable insights into your audience’s preferences.
4. Offer Exclusive Content
Reward your loyal readers with exclusive content, such as bonus chapters, sneak peeks, or special discounts. This creates a sense of value and appreciation without overwhelming them with promotions.
Example: Offer a free bonus chapter of your book to newsletter subscribers as a thank-you for their support. Promote this offer on social media to attract new subscribers.
5. Host Interactive Events
Organize events like Q&A sessions, book readings, and writing workshops that provide value and engage your audience. These events offer a platform for promotion while primarily focusing on delivering valuable experiences.
Example: Host a live book reading on Facebook where you read a chapter from your book and answer audience questions. This interactive event promotes your book while engaging your audience.
Examples of Balanced Promotion
Case Study 1: Veronica Roth's "Divergent" Series
Veronica Roth balanced the promotion of her "Divergent" series by sharing insights into her writing process, character development, and world-building. This approach provided value to her readers and kept them engaged without feeling overwhelmed by promotions.
Case Study 2: Austin Kleon's "Show Your Work!"
Austin Kleon promotes his book "Show Your Work!" by sharing practical tips and advice on creativity and productivity through his blog and social media channels. This valuable content keeps his audience engaged and interested in his work.
Over-promoting your book can alienate your audience and decrease engagement. By providing valuable content, using the 80/20 rule, engaging with your audience, offering exclusive content, and hosting interactive events, you can strike a balance between promotion and value, maintaining reader interest and building a loyal following.
