Most writers find book marketing and self-promotion difficult and/or discomforting. Given the choice, we’d much rather focus on other things, like
Sadly, when it comes to making people aware of their work, or trying to get from peoples’ ‘Never heard of him/her’ list onto their ‘Name rings a bell’ list, some folks try a little too hard. This can alienate potential readers, rather than attract them.
With that in mind, I’ve put together a list of book-marketing ‘techniques’ which might leave potential readers with a less than positive impression of the person using them.
As always, these are just my opinions, but I suspect I’m not alone.
10 Book-Marketing/Self-Promotion Techniques Which Annoy Potential Readers
1: ‘What a terrible tragedy in the news today. I had a similar situation take place in the book what I wrote. Here’s a link to the purchase page, in case anyone's interested.’
You don't see this one often, but when you do, it leaves a particularly bad taste.
2: ‘Buy my book this week and help save an orphaned kitten!’
I'm not talking about donating stories for charity anthologies, donating books; time; merchandise for auction, or any number of generous things writers do to help a worthy cause. Those are simply good deeds and not marketing techniques at all.
I'm talking specifically about when an author announces a special offer eg: 'For every book he/she sells this week, the author pledges to donate some money to [INSERT: name of worthy charity here*]. If you're doing it as part of a larger community effort, or to help out a local church, school etc. or if your personal story (or the one in your book) is somehow related to the cause in question, no reasonable person could have a problem.
However - and this is where I think writers need to take care - there's an invisible line between using your work to help a good cause, and using a good cause to sell more books. If you cross that line, or give the impression you crossed it, folks will notice, and not in a good way.
3: ‘Don’t mind me. You just carry on with your presentation while I give out my promotional info and/or pass this copy of my book around to folks in the audience.’
I know, I was surprised too, but I’ve seen this happen five times this year alone.
4: ‘Welcome to this writing presentation/panel/workshop, during which I’ll plug my books at every opportunity while ostensibly talking on the writing-related subject referred to in the title of this talk.’
It doesn’t happen often, but some presenters feel obliged to continually quote from, refer to, or otherwise promote their work during a writerly talk or panel. As an audience member, this never fails to disappoint (unless the presentation is called ‘All About Me and My Work’ or something similar, in which case, I withdraw my objection).
5: ‘In case you missed the other twelve I posted this morning, here’s another [insert relevant social media post] telling you where to buy my book.’
I imagine most folks have differing ideas about how much is too much, but some folks cross everyone's line.
6: ‘What a delightful writing group. I thoroughly enjoyed my first meeting. Why yes, I did leave those promo postcards on every chair before we started.’
If the only reason you attend a writing group is to promote your own work, do everyone there a favor, and stay home.
7: ‘I’m trying to get myself better known, so I thought I’d add you to this Facebook group without bothering to ask you if you’d be interested. Oh, and you can also buy my book if you like.’
This one works, in the sense that it will get you better known, but not in the positive way you thought – at least insofar as the people who don’t like to be taken for granted are concerned.
8: ‘Dear friend (who isn’t worth the effort of preparing a separate, personalized, email so I’ve included you on this hidden mailing list of every address I’ve ever heard of, plus a few I’ve scavenged from other people’s lists), let me tell you about my new book.’
If you want to tell someone you know about your book in an email, make it a personal one (hiding the address list doesn’t count).
9: ‘Just thought I’d send this automated reply to thank you for following me back on Twitter, Facebook, Goodreads, or whatever it was. Now buy my book.’
Whether or not it’s the intention, I’m always left with the feeling that the only reason the person ‘friended’ me was so he/she could get a (not too subtle) plug in for his/her book.
I left #10 blank. What would you add to the list?