For new authors, there’s a special kind of joy you feel when you finish your 
manuscript, and then your book is finally published. You kick off a book launch, engage family, friends, and peers, and feel like you’re on top of the world. Yet after all the fun and initial book sales, the frenzy passes and you’re left wondering what the heck to do next.
It’s a lot like bringing home a new baby. It’s a joyous time in your life. But then the party is over, reality sets in, and you realize that you’re not going to get to sleep in for the next 18 years—and you have a new responsibility that requires daily effort.
The thing about launching a new book is that we often put all of the focus into the launch and forget that book marketing is a marathon, not a race. You have to commit to ongoing promotion if you want your book to go the distance.
Also know that few authors have the luxury of promoting their books full time. Even New York Times best selling authors have day jobs! So like the rest of us, you have to make the time. If you can carve out an hour each day and do three to five things to promote your book, you will keep the momentum going.
Here are some quick ideas:
- Create short videos and post them on YouTube, your website, and social media.
- Engage daily in social media. Always work on connecting with your audience.
- Write a new blog post.
- Comment on a blog post about a topic of interest to your target audience.
- Reach out to media. Contact a reporter to comment on a story and introduce yourself as a potential source for a follow-up story.
- Write a press release.
- Engage in an online group via LinkedIn or Facebook (one that reaches your target audience).
- Start your own group.
- Pitch yourself as a speaker to trade associations, groups, and events.
- Pitch yourself to an internet radio program.
- Have fun! If you view marketing as work that you resent, guess what kind of results will follow? But if you decide to embrace it and celebrate small victories, you might find that you actually enjoy the work—and the rewards.
Great post–lots of good ideas here!
As a publisher, I find that the greatest piece of advice I can give to my non-fiction authors is to give away books for free. To bloggers, to potential clients, to audiences you are speaking to. Give them your content. If it’s worth its weight it will be the greatest lead generator your business could ask for. And rather than focusing on book sales which generate a few bucks per sale, focus on brand building and client generation at the four, five, or six figure level. If you have to sell people one at a time anyway, sell the big fish.
Great advice, Corey. I couldn’t agree more! And ebooks make it easy to give away so I encourage our authors to distribute them liberally. Thanks for your comments!
I have found that some authors I interview initially haven’t answered all my questions, but by going back to them and talking them through my reasons for asking the questions, they end up providing wonderful, thought-provoking or witty answers. I think it’s a great philosophy to give an answer to every question: you may not be in control of what you are asked, but you are in control of the tone/way you answer it.
This is a really great post. It just answered a question I had about how to get back into the swing of things. Now, I’m re-focused and know what needs to be done.
Thanks!
Angie Russell
Thanks and best wishes, Angie!
I think that you should always feel happy about your creation. I still feel happy when I publish a book. Even when I’m not publishing I’m reading articles and keeping a positive attitude.
I know that not many people will purchase my work, but at least my work is out there. That makes me happy. At least my name is out there with the rest of the other great authors and artists of the world. What other great satisfaction can I get than that. The word is wow. My advice is just to keep a positive attitude.