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Book Marketing and “The Rule of Seven”

Writers often ask how I market my novel. Questions about the effectiveness of specific promotions are difficult to answer. Because I often run multiple promotions at once, the source of an uptick can be hard to define. What I have found is that a multi-pronged approach works.

There is an old marketing adage called “The Rule of Seven.” If you’re unfamiliar with The Rule of Seven, here’s a terrific explanation by Andrea Stenberg. Essentially, readers need to see your message—hear about your book—7 times before they feel comfortable enough to buy from you.

With indie books this is especially true. Unfortunately, many people still believe the old stigmas associated with self-publishers and self-published books—that our books are somehow not up to snuff. Repeated exposure creates a sense of familiarity that makes people feel comfortable.

Repeated exposure does not mean relentless 24/7 self-promotion. While it’s fine to post news on social networks—an announcement about your book’s cover or launch, for instance—it’s not okay to tweet aggressively or post constant sales or promotional links. Messages saying “Buy my book” or “Check out my book” or “You’ll love my new book”—automated messages are even more egregious—are far more likely to turn potential readers off than to gain followers.

Here are some things you can do:

Submit Reviews, Contests and Awards
Awards and good reviews from trusted sources are great ways to increase value in the eyes of readers. Readers are often skeptical about new authors; they’re more likely to invest their time and money if they see that a book has won awards. Last year, I submitted In Leah’s Wake to the Book Bundlz Book Pick contest. Being the BB 2011 Book Pick gave my book a wonderful boost.

Virtual Book Tours
A virtual book tour takes place over a certain period of time—generally 1–6 weeks. Each day, your book is featured on a different blog. Features typically consist of book reviews, author interviews or guest posts. Some tours also include Twitter, Facebook and radio promotions. For my current tour, with Orangeberry BookTours, my lovely hostess, Pandora Poikilos, has put my characters on tour. For this, I wrote posts from the point of view of the characters in my novel.

Tours give you a chance to meet and connect with book bloggers, who share information about your book with their readers and spread news across the Internet. Tours also provide the opportunity to meet and connect with potential readers. If you can’t or don’t care to pay a tour company, you can organize your own tour. You can find a list of bloggers, categorized by genre preference, in the book blogger directory. Tours are a tremendous amount of work; before embarking on one, be sure you have the time and energy to invest.

Guest Posts
Like virtual book tours, guest posts give you the opportunity to connect with readers. The most effective posts are interesting and provide useful information. In most posts, you can discretely mention your book. For instance, for a post on creating dialogue, use dialogue from your book to illustrate your points. This soft-sell approach creates visibility and helps build your platform. I’ve also judged writing contests and regularly contribute to Indie Reader as well as Her Circle Ezine.

Contests, Giveaways & Cross-Promotion
Contests and giveaways are a fun way to engage readers by giving back, rather than asking for something. I’ve done all sorts of giveaways on my blog, most recently a 10-day “For Love of Love” promotion. Over 50 authors participated in For Love of Love; each wrote a 200-300 word themed guest post about some aspect of love. To enter the giveaway, readers were asked to vote for their favorite post. The authors promoted the feature across their social networks, reaching a far broader audience than any author could on his or her own.

I’ve also done several giveaways on Goodreads. These are effective for creating awareness and encouraging readers to put your book on their shelf. The weekend daisy-chain blog hops hosted by the Indie Book Collective are another fantastic way of getting your name out. You give a free eBook to every person who comments on your blog during the weekend of the tour.

Give Books Away
I’ve given away hundreds of books, both eBooks and paperbacks. In my view, giving away books is a terrific way to spread good will and generate interest in your work. Libraries are worthy recipients. With budget cuts, many libraries cannot afford to buy new books, so they’re grateful for yours. And your book is put on a shelf where it gains exposure in the library community.

Ads
Ads are expensive and, with a few exceptions, most authors tell me they have not seen much by way of increased sales. If you have an ad budget, Author Buzz is fantastic. Their promotions allow you to personalize your message. You can reach readers, librarians, booksellers and book clubs in a way that stands out from ordinary ads. I’ve had great success with their promotions.

Essentially, I do my best to keep my name and title in the public eye—without actively selling.

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Terri Giuliano Long
Terri Giuliano Long is the bestselling author of the novel In Leah's Wake. Her life outside of books is devoted to her family. In her free time, she enjoys walking, traveling, and listening to music. True to her Italian-American heritage, she's an enthusiastic cook. In an alternate reality, she might be an international food writer. She lives with her family on the East Coast and teaches at Boston College. In Leah's Wake is her debut novel. For more details about Terri and her book events, please visit her website: www.tglong.com, www.tglong.com/blog, Or connect with her on Facebook or Twitter: @tglong
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