Into the Fire

I’ve been thinking a lot about marketing in the last week due to a conversation with an editor of a prominent Christian publishing house. In the current climate of publishing an author must have an idea of marketing possibilities. However, one of the best editors in the business has been quoted as saying that most authors don’t have a clue what will in fact work to market their books.

Personally speaking, I have few talents. God dispensed singular abilities to me, and one of them is to write. That’s not to say I’d be your favorite author, or that my work will reach the bestsellers’ lists, or that the genre I prefer would be of interest to you. But I do know how to tell a story, and my writing is not shoddy, and my characters are real—or perhaps I should say realistic. All that to say, I’m not a marketer, although I recognize good marketing when I see it.

But since the agents to the editors ask how you plan to assist in the marketing of your book(s), all of us who’ve entered the publishing arena have had to give it some thought. As with writing, there are multiple, seemingly endless, books to read on the subject, and so we must make intelligent choices about what can really—or possibly—work for us.

Recently I spoke with the manager of a Christian store in our area specifically about marketing new or lesser known authors. Usually in their store when a new author has a release, they face out the cover on the shelf. If the book is released on sale, it also has a little marker that hangs down on the shelf to indicate the sale price. If it isn’t on sale, they might only receive a couple of copies with no provided marker. With nothing to feature the author or the book, the selection is quickly adjusted to the shelf space with its seam out which gives it no identifiable characteristic to attract a new or established reader.

This manager pointed out that when the music industry has a new artist release, they promote the artist by giving away their CD with the purchase of another CD, plus they produce lists of other new artists on a flyer or memo which can be inserted in the bags or available at the display.

Most people like the “Buy one, get one free” or even “half-off” specials/promotions. Why not give away a novel of a new author with the purchase of one or two of the house’s bestsellers or prominent author’s books? Then have a flyer ready with all the new releases and some of the less established authors’ names and works to be included with the purchase.

The comparison equation is an excellent tactic, but I don’t know the parameters of protocol. For example: “If you enjoy [this author], you will love [our new author].” Or: “If you enjoy intense mysteries, you’ll enjoy this book by [our new author]”, also describing any other genre. Readers need to know why they should pick up a book by an author they’ve never heard of—especially if the cover design has failed to meet their approval. There are so many books on the shelf, and they don’t want to invest their dollars in something they’re not going to like, or worse, for them, the author, and the publisher, hate. They need a reference point, something to separate a book from the masses. Something that tells them if they pick it up, it will be a good experience, similar to ones they’ve already read.

A few of us have touched on this topic before, too. Quit revealing too much on the back cover copy. That revelation should be a tease to entice a reader, not to give them the complete story line. If I can’t gather what the book’s about by the cover and maybe the blurb, I won’t read any farther because too much information ruins the experience. Since I read a lot, it’s fairly easy to figure out plot lines quickly. If that happens with the back cover copy, I won’t bother with the book. I’ve talked to many readers who feel the same way I do.

I would really like to hear your comments on this one . . .

Father, you help us in every area of our lives. Technically, you’ve assigned us to the privilege of “marketing” our faith. Show it, tell it, deliver it, live it. Let others see, hear, feel the passion of your love and redemption. Regardless of our other talents, Lord, you will enable us and equip us to share your Son and the power of salvation. Help me not to fail in my endeavors, Holy Spirit. In the Name of Jesus, Amen.