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Making Marketing More About Them & Less About Us

Most of the time authors—especially new ones—think the focus of marketing is “selling more books.” I know that’s what I believed—that marketing is about me and all of the various ways I could entice people to buy my book.

But over the past year, during the release of my debut book, I’ve realized I had everything backwards. The whole marketing and publicity campaign isn’t so much about how to make MYSELF more appealing. Rather it’s about putting the spotlight on the READER.

The needs of the READER should be at the heart of our marketing and publicity efforts.

One of the first times I realized I was being author-centric was during the development of my website. I had written up content for all of my web pages, spotlighting my books, my news and events, my biography, and my blog. Do you notice a pattern? Everything was about me.

My wonderful web design team gently encouraged me to think about having a couple of pages devoted to the people who visit my site—readers and other writers.

What I began to realize was that I needed a way to reach out and engage people who stopped by my website. I didn’t want them swinging by for a one-time visit, seeing a showcase to myself and my book, and then skipping away never to be seen again.

When a reader landed in my cyber home, I wanted them to feel welcome, to stick around, and to even come back for a future visit. But in order for that to happen, I needed to provide them with content that would meet their needs—whether that was encouragement, helpful information, or just fun things for them to do/learn.

So over time I developed a page devoted to readers where I post pictures of them, have a fun quiz, and other interesting historical tidbits that relate to my book. I also developed a page for writers that list links to helpful writing articles.

But I didn’t stop there. I began to look for other ways to make other marketing and publicity efforts more about the reader. I held a “Reader Appreciation Day” on my blog and gave away a Chocomize gift card. I began to send cards and bookmarks to readers who’d taken the time to write handwritten notes to me. And I worked hard at genuinely interacting with readers on both Facebook and Twitter.

Finally, when I was getting my first newsletter ready to email to those who’d signed up for it, I was reminded once again that I needed to think of the reader. The first version of my letter was—yep, you guessed it—all about ME and my books.

However, rather than focusing all the attention on myself, I realized I needed to find ways to refresh my readers through my newsletter. How could I encourage them? What could I give them to bring joy to their day? How could I show them my appreciation for their support?

With a little tweaking to my letter, I added a fun and easy family recipe, made a point of thanking them for helping my book be successful, and tried to find a quote that could uplift them.

I’m still in the process of learning how to move from being author-centric to reader-centric. I’m still looking for ways I can make my marketing and publicity less about me and more about them. It’s not always easy, but it’s worth the effort every time I hear from a reader who shares how they were touched by something I said or did.

What about you? Are you author-centric or reader-centric? Have you been putting the spotlight mostly on yourself? Or are you thinking about your reader and how to make marketing more about them?

29 comments:

  1. Wow, I'm currently giving a lot of thought to my website, which I want to revamp before my book releases next April. I know I want my site to be a little different in that it gets readers excited about my book, not necessarily about me, the author. But I hadn't considered way to meet my readers needs while I develop things.

    Thanks so much for the advice! And yes, you seem very reader centered and genuinely concerned about others. At least those are the impressions I've gotten from my interactions with you. :-)

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  2. Could not agree more! Love, love, love this.

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  3. This is great, Jody. It's so nice to have writers like you to watch and learn from. I can tell that you love your readers and you gear your site towards readers - the blog toward helping writers, pages for readers, etc. And this post really hits the subject home. Thanks for the thoughts.

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  4. Great post and something to create self-awareness of - if we havent already. Its a way of paying it forward too.

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  5. Very practical and helpful, Jody. Haven't been to your website in a while, I'm going to check it out. And I'm interested in learning more about your newsletter. Do you have a blog post on that? Thanks, wb

    Note: Cheryl loved your book. I got 1/3 through and started classes and had to put it down for a while.

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  6. Fabulous post! One of the reasons I'm impressed by you, Jody, is your connection to readers. We could all take a page from your "book". Thank you.

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  7. Thanks, Jamie! Appreciate your kind words!

    And Warren, tell Cheryl that I'm so glad she enjoyed the book! I don't have a post yet on writing a newsletter. I've thought about it, but will probably wait until I get a bit better at them! :-)

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  8. Jody-you're awesome! I never thought about this aspect before but it totally makes sense. I've been completely author-centric and need to make some changes. Thanks for the epiphany!

    Jenny Lee Sulpizio

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  9. That is so great! I'd never thought of it like that either, but then I'm very new - just about finished with my first book. Thanks for this post. It's amazing what happens with new perspective!

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  10. This is one of your best yet, Jody, and that's saying something! Thank you for some truly valuable insights.

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  11. This is a great reminder. I know some authors who are wonderful of thinking of their readers. They always stick out in my mind when I'm looking for a new book to read:)

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  12. I'm so excited about this post. I've recently decided that I need to be more reader focused. Thank you for the great ideas.

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  13. Great insight, Jody. Thank you!

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  14. Great post! This is definitely something I'll be keeping in mind for the day when I'm in your position.

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  15. Love this reframe! Standing in fan shoes, I'd love to feel included in a website.

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  16. Wonderful realization! I know as a reader the authors that I connect to so just what you said :)

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  17. I would LOVE a post on newsletters. I have no idea how to write an effective newsletter. How often? What do we write? That sort of thing. If you run out of ideas....that might be a good one. :)

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  18. Great post, Jody! It really goes back to "Treat others as you'd like to be treated", doesn't it? :)

    Hope you have a great weekend!

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  19. Jody, this is excellent advice. I'm turned off by blogs and websites that are simply marketing tools. It's nice to stop by for a visit and share information & encouragement.

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  20. Great post! In an industry asking you to continually push yourself, you have offered the true success behind platform. Thank you for this reminder.

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  21. I love how you share the things you've learned, so that when the time comes I'll be able to benefit from that experience. Thank you.

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  22. Katie, I'll definitely save your question and do a post at some point on my thoughts on email newsletters (which are still formulating!).

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  23. I think you're definitely reader-centric, Jody. I found your site not long ago and I think it's incredibly helpful and inspiring!

    My book is nonfiction, for moms, so when I created my site it quickly became an extension of my book. I've jumped back and forth between reader- and author-centric, but I'm striving for the former.

    Thanks for this place!

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  24. Your blog is always an inspiration Jody. You speak from the heart.

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  25. I'm not even that far ahead yet (marketing), but one thing you could do is host guest reviews on your blog.

    Readers can write their own reviews of your books or books they loved that your fans might like, and you could pick the best ones to appear in a weekly post.

    This will increase blog traffic, help fellow authors to get word out about their books, and give readers a chance to shine. It's a win, win, win. : )

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  26. Thanks for the suggestion, A.M. Hudson. I like how you suggest getting readers involved in the blog (whether through reviews or something!). I will definitely be mulling over how I could make that happen! Thanks!

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  27. I hope I'm becoming reader-centric. Knowing my book is aimed primarily at the library and school market, I'm developing ways for teachers, librarians, and reading circles to work with my book. I hope to Skype with book groups in the future...

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