My Year in Marketing
Writing a novel ain’t easy. Developing an idea, creating characters, giving them something to do, and leaving with a satisfying ending is just the tip of the iceberg. You gotta stick to a theme, strike the right tone, and draw in the reader with your unique voice. For me, that involves lots of brainstorming in my journal until an outline forms, then listening to this cast I’ve assembled as they sometimes whisper, sometimes yell their thoughts and desires at me. The story unfolds on the page, and eventually I have an entire book with my (pen) name on it.
And man, would it be great if that was the end of it, if I could just lean out a window and hand off the pages to someone who would distribute them to the masses and come back with a paycheck that covers my bills. That’s the dream, right? To make a living doing what you’re passionate about. I started off as a journalist, but that wasn’t really the kind of writing I wanted to do. I became an editor to keep my skills sharp and not use up all my creativity on the job. I wanted to keep as much as I could for my own stuff.
But as an indie author, there’s so much more than just the writing process to take on. Since I can’t throw my work into the air and have others buy it (not that this is what traditionally published authors do, but it’s close) I have to take on a second job: marketing. And thankfully, that is an industry I’m familiar with, because I’ve worked in that field for decades now. But I’ve always edited the marketing material, rather than come up with brand new content that sizzles and sells.
So, last year, when I launched my romcom, Running with Hounds…and an English Degree, I decided to lean into the marketing side of things to try and make it as an indie author.
It began with the launch itself, which was a three-month process. I had actually been told I should start six months in advance, but timing wasn’t on my side. So that became my life when I got home from my full-time job. From creating a website and fresh content for my new social media platforms, formatting the ebook and paperback templates, working with designers to create swag, and building up buzz for pre-orders through Amazon advertising, it was a daunting endeavor that took up 90% of my free time.
And of course, that was only the beginning. The prevailing thought in publishing is that the first six months of a book launch is when you get the most sales. So I went to work finding my audience and building an email list, while simultaneously trying to amp up the number of reviews on my Amazon page. I think the biggest mistake I made was not having ARC readers who reviewed my book before it debuted. That’s still the thing I struggle with the most and will have to find a way to rectify this year. I need at least 50 to affect the online algorithm and drive more attention to my books.
The last thing I tried for the year was advertising on multiple sites for holiday sales. I was featured in various newsletters and on social media posts, and I made a handful of reels to try and drive traffic to my website. The number of books sold ticked up a bit through November and December, but not enough to make back what I spent. Unfortunately, that was also the case for the amount I spent overall, generating only 1/5 of the sales needed to make a profit for the year.
Alas, I still have my day job. LOL
But I know these things take time (LOTS of it!) and it was a great learning experience. I found out there are a ton more online resources for authors than there were 12 years ago when I self-published my first novel, Letting Go and Holding On. Through trial and error I’ve seen what’s worth the money, what I can pass on next time, and what I can try that’s a similar experience but at a better cost. I’ve been to so many writing conferences and seen so many webinars that oftentimes, half of the content is information I already know. And I’ve met a lot of contacts in the industry and made friends with other authors and critique groups which helps me grow with each piece I write.
And that’s what I’ll be getting back to in 2023—writing. That’s the most important thing I learned, to never lose sight of what I love most. While it’s not paying the bills, it IS nourishing my soul. And no amount of money can compare.