What you’re creating is one of the early pitfalls writers worry about. Before answering the questions of “Why am I making an author platform?” or “How will I make an impact?” they ask the question “What am I making?” One of the most important things to remember is that without understanding why or how you’ll accomplish something, you shouldn’t think about what you’re making.
The question “What tactics will you use?” can better be understood by expanding it. What tactics will you, the author, use to market your author platform and subsequent books? You believe you want a website, what is its purpose? When someone visits your website, there should be a singularly understood reason they’re visiting this site. If you can’t answer that question, then don’t expect great interaction on your site: plain and simple.
If you create a book trailer, but fail to captivate the viewer into buying your book, then you likely didn’t ask “What catharsis am I trying to emulate?” or “What is my Call to Action?” (More on CTAs to come.)
This all boils down to a central question, “What tactics will you use?”
The tactics and placements you decide can be as important as your overall messaging and visual elements to your advertising. For example, an intelligent thriller doesn’t cater to extremely young demographics, and audiences seek out higher quality narratives. Therefore, your advertisements might not have a place on the younger-skewing social networks. A book trailer on YouTube might not make an impact. However, a well-designed book trailer on a site where readers of intelligent thrillers visit frequently would likely serve you better.
What tactics you use to reach your audience will be of great importance. It’s why so many authors who simply make the universal checklist are forgotten, making a depressing amount of revenue and read by very few. It’s one thing to make a book trailer, it’s another to intuitively think about the readers you’re trying to reach and how a trailer can tactfully entice them to the point of transaction.
It’s fine to go to a convention in your genre. However, what tactics you use will separate you out from the dozens of other authors at conventions. What can they do to buy a digital version at a convention and still get a tangible takeaway? Too many authors rely on solely printed sales at conventions and don’t think about unique methods of sales to expand revenue, raise awareness, and create long-term dedicated readership?
What tactics will you use? If you cannot answer that question, you shouldn’t be doing it. Give it time, think through your objectives, and understand what those tactics serve toward your strategy as an author.
Comments? Questions? The conversation’s always live on Twitter @ThomasAFowler, use the hash-tag #WritersConquest. As always, keep checking my official website for the latest updates. Thanks so much for taking on the Writer’s Conquest.
Weeks One through Eight of Asking the Big Marketing Questions for Authors can be found below: