Whether traditionally published or self-published, every author must give some thought to book marketing. But given how fast tools and techniques change, and how hard it is to attract attention, it can be challenging to figure out whatâs worthwhile to focus on. Plus what worked for another authorâs book launch wonât necessarily work for you.
In this live webinar taught by publishing industry expert Jane Friedman, youâll learn the key foundations of every book marketing campaign but also how to develop a personalized framework thatâs appropriate to your strengths and abilities. Fortunately, most book marketing isnât about having a big bankroll, but having sufficient time and energy to devote to it, consistently, over time. Few authors truly lack marketing opportunities; most lack sufficient focus and patience to pursue those opportunities, or feel overwhelmed by the task and end up doing nothing at all.
The other challenge with book marketing not discussed often enough is how strategies can and should dramatically vary based on who the publisher is. For example, self-published authors are often counseled to price low, do giveaways, and advertise on Amazon. But if youâre a literary author with an independent publisher, or a readership that shies away from Amazon, these strategies are either impossible or ineffective. Or, an author published by a Big Five house could viably pursue reviews and publicity from mainstream outlets, but a first-time, self-published author would be wasting their time with such a strategy. This session addresses the differences in approach across the publishing community and how to prioritize your opportunities based on the likelihood of success.
While this session will not delve much into social media marketingâit is highly variable and individualâwe will discuss basic housekeeping to ensure that whatever social presence you do have will be put to good use and possibly grow, to better situate you for your next book launch. When social media is discussed, weâll focus on how to build awareness and relationships, and be visible over the long termârather than using it as a short-term sales technique.
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Meet the instructor
Jane Friedman
Jane Friedman spent 15 years working inside the traditional publishing industry and is the former publisher of Writerâs Digest. In addition to being a columnist with Publishers Weekly and an instructor with the Authors Guild, she is a professor with The Great Courses on the topic of how to get published.
Her most recent book is The Business of Being a Writer (The University of Chicago Press, 2018), a comprehensive guide on how to make a living as a writer. She has been a full-time freelancer and publishing consultant since 2014, and maintains an award-winning blog for writers at JaneFriedman.com.
Her speaking engagements have taken her around the world to BookExpo America, Frankfurt Book Fair, the Dubai Knowledge Summit, SXSW, and hundreds of writing conferences and creative writing programs. Her expertise on the publishing industry and the future of authorship has been featured by NPRâs Morning Edition and All Things Considered, PBS, The Washington Post, and the National Press Club. She has also served on grant panels for the National Endowment for the Arts.
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