I’ve seen book trends come and go, such as prequels following sequels. Book authors used to market their work four ways: price, place, and special promotions. But the Internet has changed this approach. Name recognition has evolved into something called Recognition Marketing.
Today’s book buyers search the Net for what they want and they want fast results. If they don’t get fast results, they move on to another website.
David Miranda describes this marketing shift in his article, “The New 5 Cs for Successful Marketing,” posted on the Recognition Marketing website. According to Miranda, Recognition Marketing has give components: Consumers, Context, Convenience, Convergence, and Community. Ever since I read his article, I’ve thought about adapting my personal book marketing plan to fit these components.
Consumers. Just like the housing industry, the publishing industry has become a buyers’ market. Publishers keep this in mind when reviewing manuscripts. You may write for the sports niche, for example, and have an idea of what buyers want. While you’re writing you keep these wants in mind.
Context. Target marketing is the focus of context. Your publisher may advertise your books on websites, in electronic newsletters, and print newsletters. To expand this context, you may write for specialized websites and print publications..
Convenience. An increasing number of consumers are reading books on electronic devices. If you are a published author, ask the publisher about formatting your book for the Kindle or the Nook. The cost of formatting depends on the word count.
Convergence. This is a one-word description of the blending of media and distribution channels. Amelia Kassel, of MarketingBASE, an information brokerage, offers convergence suggestions in her Info Today article, “How to Write a Marketing Plan.” Her suggestions: personal/electronic marketing, direct marketing, print advertising, public speaking, publicity releases, and trade shows. “The ability to develop and implement each of the above strategies requires learning and honing new skills,” she notes.
Community. This term refers primarily to social networking. When I think of community I think of the resources in my city–churches, colleges, service organizations, and volunteer groups. You may, or may not, be making use of these networks; I know I’m not. Browsing through printed and online phone directors will give you a better idea of community networks.
Are you trying to expand your personal book marketing plan? Recognition marketing may be the way to go, but it isn’t a quick fix. Rather, it is a detailed and ongoing process. “Be persistent,” writes Amelia Kassel. “Marketing projects are the sorts of things that often need to be repeated over and over before permanent change is achieved.”
Harriet Hodgson is the author of 30 published books, including six grief resources: “Smiling Through Your Tears: Anticipating Grief,” Lois Krahn, MD, co-author, “Writing to Recover: The Journey from Loss and Grief to a New Life,” “Writing to Recover Journal,” “101 Affirmations to Ease Your Grief Journey,” “The Spiritual Woman: Quotes to Refresh and Sustain Your Soul,” and “Happy Again! Your New and Meaningful Life After Loss.” Please visit her website and learn more about this busy author and grandmother.