Consumers are in an advertisement-heavy world, and getting content to stand out is difficult. Consumers overlook ads almost automatically unless they pertain to them.
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.
Social media monitoring and outreach is an important part of the marketing machine here at Ooligan Press, and since we and a number of our authors were involved in Wordstock 2017, we did a quick analysis of Wordstock’s social media “footprint” via two platforms: Twitter and Instagram. This isn’t an exhaustive analysis, but having a cursory understanding of the conversation surrounding events like Wordstock can provide information for where the festival is at and how Ooligan Press fits into its narrative as a premier literary event.
In this ever-changing world, one thing remains constant: we have to fight for what we want. For an author in the publishing world, this means promoting yourself. Fight for your book.