For the Sleeping in My Jeans team, finalizing the book’s message and positioning are our primary goals for the term. We’re also doing a lot of other stuff, like sending out sales kits, preparing for a cover reveal, and you know, getting the book headed in the direction of the printer, but all of that relies on a successful, strong positioning statement and a marketing plan that’s founded on a solid message. And like with any book, it can be a tough process.
At Ooligan Press, we submit each of our titles to anywhere from fifty to one hundred different media outlets, bloggers, and authors for book reviews. The review request list for each book varies depending on the genre, author, and content of the book.
It is no secret that some authors prefer their solitude when working, and an author’s work is never done. With the ever-expanding digital world, they now have more opportunities to connect with their readers without ever leaving their writing caves.
Marketers in the publishing industry work hard to write compelling copy about presses, books, and contests for press releases, blog posts, and social media messaging in an effort to garner excitement. This summer I saw how a press can work with a community to generate buzz about their work.
There are two main ways we catch readers’ attention and sell books: helping readers to personally connect with the content (using excerpts in marketing, writing shelf talkers, and making in-person recommendations) and using the book as a symbol to engage in a large discussion. Readers use the books they buy to make a stand and a statement. The books bought by a reader or acquired by a publishing house show interests and opinions. By associating with the brand or concept of a book, readers tell their communities how they identify or believe.
Should we then, as publishers, be paying more attention to coffee shops as a means of marketing? Would more upper-class shops be willing to display, or even review, some of our titles? Or is it inevitable that those owners will continue to sneak into Goodwill, bargain shopping for books that are worn, falling apart, and unwanted? Is it even worth putting our books in places that were intended to be ignored?