Marketing: How to lose friends and not influence people

Since it’s something we here at AO&R struggle with to varying degrees, the crew decided that this month’s topic should be marketing, so hang on to your seats … we’ll be talking about marketing mayhem all month!

Now, I’m no expert on the topic, but I am a regular Joe on all the regular social media channels. I also have friends who frequent social media, many of which are young adults. I’m a member of a few author groups and a few reader groups both on Facebook and in real life. So although I’m not experienced when it comes to marketing, I do hear a little about what people love and hate. There’s one thing all these groups and people have in common (other than a love of books) and I hear it often.

From the authors:

How can I get people to buy my book?

From the readers / regular Joes:

How can I empty my social media of all the crap people are trying to sell me?

Oh dear.

As authors we want visibility. We want people to know our books exist, to read them, to love them, to gossip about how great they are, but how do we make this happen? I’m going to leave that to someone else to expand on and instead let’s talk about the quickest ways to make that not happen.

“If I’ve never heard of the author or my friends haven’t recommended them I won’t one-click.” (facebook group)

“If an author continually posts ‘buy my book’ I unfollow them. I want to know the real them, not the sales pitch.” – R (facebook readers group)

“If I wanted to buy a book I’d go to the bookstore, not click a link.” – Miss S (14 y.o)

“Authors are all the same on twitter. They just want you to buy their (retracted swear) book. BORING.” (facebook group)

“I hate seeing ads in my facebook feed. They get in the way of my real friends’ posts.” – V (School mum)

“I followed my friend’s page to support her, but…” *shrugs* “she just wanted me to share her posts and all that did was annoy my friends. I eventually stopped reading her posts.” – H (school mum, in reference to a small business, not books)

“I didn’t click to buy it the first time she posted. What makes her think I’d buy it on the tenth post?” – H (school mum)

Righty-o then. :/

 

Given all of those comments, how does one market on social media? Carefully, thoughtfully, and with the right targeting. If you want to stop potential readers from scrolling right on by I suggest avoiding the following things I’ve heard our target audience complain about;

  • Unsolicited ‘crap’ in news feeds
  • Being expected / asked to share promotional material
  • Only seeing promotional posts / photos from a page
  • Continually seeing pitches for the same product
  • Instragam photos full of nothing but the author’s books
  • Tweets full of links (sorry tweeps)
  • Facebook posts flogging products, even if it’s a different product each time
  • Spamming (that’s the same thing posted/shared repeatedly)

So, how can an author effectively sell books? Lauren had some great ideas on Facebook marketing last week. And if you tune into the rest of our posts this month, AO&R’s other bloggers have some more ideas. Plus, we’ve got an interview with an industry professional coming up, so make sure you stay tuned. There is sure to be some great advice!

While we’re waiting though … what’s your biggest pet peeve when it comes to social media advertising?


Stacey Nash hates marketing with a passion, but she’s trying to get better at it. How else will she sell all the great books she’s written? To find out more about Stacey’s books or to connect with her on social media (where she tries to be engaging), check out these places: www.stacey-nash.com, instagram, twitter, facebook.

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