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Finding the Best Month to Launch Your Book’s Crowdfunding Campaign

month to launch kickstarter campaign lisaferland.com

Finding the perfect time to launch your book’s crowdfunding campaign is always a tricky balance.

Do you launch when there is less competition on the platform or when there are a ton of campaigns running at the same time?

January is generally slow because people are still recovering from December holiday (over)spending.

However, if you are launching a planner, daily motivator, or other type of inspirational goal-setting book, January is GOLD for you. Launch in January!

February is a super busy time for books launching on Kickstarter and IndieGoGo because people have recovered from the holidays and they all avoided launching in January. If you want to buddy up and cross-promote with other authors, February might be a good time.

March is always good but you have family holidays in there like Easter that can really sap your momentum.

PRO TIP: don’t launch near a public holiday and definitely don’t end on one.

April is a fine month—nothing super crazy happening then.

May is also fine for launching.

June might be tough if you are targeting teachers or parents of small children as usually school is letting out.

July might also be dicey if you are targeting parents but during the summer, there is less to do and people might be scrolling Facebook in a bored summer stupor ready to find your book (who knows?!).

August is fine even if people are away on vacation. 

September is back to school and people are back online in full force. If you can deliver the book in time for the holidays, this is a great month for launching.

October is also a fine month for launching but be sure to end your campaign before US Thanksgiving, if your audience is based in the US.

November starts to get a bit tricky as people tune out during Thanksgiving and start getting into the holiday crazy.

December best to avoid but I’ve seen lots of successful campaigns. If you have a motivational calendar, journal, or other New Year’s Resolution-type book, this is also a good month for launching because people will want the book in January.

In Summary

You can launch your campaign during any month and find success. You can also launch during a statistically “good” month and still fail.

The success of your campaign will not be due to the month in which you launch but in how well you prepare your audience for your campaign.

If you don’t communicate with your audience or if they don’t see your messages, DON’T LAUNCH. Your audience isn’t on board.

If you are getting good feedback and people are replying to your emails, blaze on you beautiful diamond.

Like anything, proper planning prevents poor performance.

Before You Launch

Ask yourself these questions to gauge if you’re ready to launch:

  • Is my audience ready?
  • Have I given potential backers explicit instructions on what to do during launch day?
  • Do I have my emails lined up?
  • Did I get adequate feedback on my campaign page, video, and rewards?
  • Am I ready to work my tail off for the next 30 days to make this a reality?

You might also like

5 Obstacles You Need to Know About Before You Launch

3 Last-Minute Tasks Before You Launch Your Kickstarter Campaign

Why You Can’t Copy Someone Else’s Crowdfunding Strategy

10 Reasons Authors Struggle with Crowdfunding and How To Fix Them

Want an expert to review your campaign page before you launch? 

 

Click here to book a campaign page scan today.

“I thought I had researched enough and knew what I was doing – but having a set of fresh and expert eyes helped so much. Lisa had many small suggestions and tweaks for me to do with my campaign that helped take it to that next level. The small small fee is so worth it. Lisa goes above and beyond.”

Rebecca Hamer
Children’s book author of the Monty Bear series
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5 Things Crowdfunding Authors Wished You Knew

Crowdfunding a book is not an easy task. It requires a lot of research, planning, and preparation.

Then, you deal with people’s misconceptions and misunderstandings about your goals (most people think you’re begging).

Worse yet, your well-meaning friends and family reassure you that they’ll “buy it when it’s available on Amazon,” even though you both know they won’t.

So, before you start your crowdfunding journey, here are 5 things crowdfunding authors want you to know:

#1 It’s difficult to educate people on your reasons for crowdfunding your book

Elisavet Arkolaki at Maltamum.com was shocked at how difficult it was to educate her readers on the time-sensitive nature of crowdfunding.

When the clock is ticking and the stakes are high, you have to educate your audience well in advance of your campaign launch so that everyone is on board.

Additional resources: Book Pre-launch Audience Education: Why it’s so important

Elisavet’s behind-the-scenes look at her Kickstarter campaign

#2 It’s hard to be heard on social media these days

Lindsay Achtman was surprised to discover that even posting 2x/day on her social media pages wasn’t enough to move the needle in pledges to her Kickstarter campaign.

“I need to be posting in multiple groups, at least 10 per day, to get the engagement I wanted. I had a lot of luck posting in garage sale sites (on Facebook)!”

Additional resource: The Secret to Marketing Your Book Without Annoying People

#3 Most people are confused about Kickstarter vs. GoFundMe

Rebecca Hamer says that most of her friends and family confused her Kickstarter campaign as a charity fundraiser.

“Most people had no idea how crowdfunding and Kickstarter worked. They thought it was a charity thing… I had to educate my audience on Kickstarter…”

It’s important to make clear in your audience education efforts what crowdfunding is and how it works.

Rebecca Yee Peters also struggled with the pre-order vs. donate concept during her fixed funding IndieGoGo campaign.

“Most people kept saying in posts “Donate to Rebecca’s movie.’ Even after I kept telling them it’s not a donation. People also don’t seem to realize what “all or nothing’ means. Even at 10% funded, everyone is like “you’re doing well!” I say every time “No, I don’t get to keep that money.”

Tip: Be sure to create multiple visuals explaining your goals, the process, and how they can support you. Feel free to borrow the text from the images below.

Giving thanks to the authors is always appreciated if you use these resources—share our books on social media, buy our books, or recommend them to a friend. 

#4 You can’t always rely on friends and family to support your campaign

Some authors have very generous friends and family patrons who go above and beyond (AND WE LOVE AND APPRECIATE YOU), however, some authors do not.

For those who don’t have friends and family who are interested in our books, we must rely on connecting with strangers to pre-order our books.

Connecting with strangers requires more touch points (getting the same message in front of the same people before your deadline), more time, and convincing copy.

Jennifer Senne discovered how difficult it can be to make these genuine connections during her IndieGoGo campaign and warns other authors not to rely solely on friends and family. 

Not only is it difficult to convince strangers to pre-order your book, they often cancel their pledges at the last minute, which is extra gutting when you’re running an all-or-nothing campaign.

Additional resources:  What Actually Motivates Someone to Support a Crowdfunding Campaign

Why You Can’t Copy Someone Else’s Campaign Strategy

#5 External press doesn’t usually convert into new backers

Getting external validation (bloggers, news articles, radio features, etc.,) is GREAT social proof that your book is well-received by people outside of your friends and family network but frustratingly, doesn’t always translate into new backers.

Elisavet Arkolaki explains,

“My press coverage was great but it did not lead to sales as I expected it would (0 conversion rate). I proceeded to use the press features as proof that I was doing something noteworthy.”

Sheri Wall had a disappointing outcome with the social media influencers for her IndieGoGo campaign and said, 

“I had three influencers with large email lists who said they’d share my campaign with their followers. Not one of them actually included the campaign in an email.”

Tip: Use customized links via bit.ly or Kickstarter/IndieGoGo itself to track backers coming from various sources and evaluate your return on investment. 

Other resources

5 Biggest Mistakes Indie Authors Make on Kickstarter and IndieGoGo

Free Video Mini-Course on Crowdfunding Your Book

 

Want to work together 1:1?

Find out if I can help you reach your crowdfunding goals and schedule your free 20-min consultation here.

 

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3 Last-Minute Tasks Before Launching Your Kickstarter Campaign

3 last minute tasks before launching kickstarter

You’ve already gathered hundreds of emails of people interested in your book, educated them on what to do on launch day, and had expert eyes review your campaign page, reward tiers, and video. What’s left?

Here are 3 last-minute housekeeping things you should do before going LIVE on Kickstarter or IndieGoGo to help your campaign run smoothly and efficiently.

#1 Digital housekeeping

Clean your computer and your inbox! Delete old files or save them somewhere OFF of your hard drive so you don’t accidentally send someone the wrong file.

Organize all of your folders so you can quickly and easily locate your promotional graphics, videos, and materials for posting to social media or responding to a media request.

If you don’t have a clear file naming system, now is the time to develop one for your campaign.

Time is of the essence in a time-limited campaign and you don’t have spare moments to be sorting through a million emails to locate that file you sent someone.

You REALLY don’t want your computer to say that your hard drive is full and you’re out of memory during the middle of your crowdfunding campaign so be sure you have tons of extra space and Ram to operate at full capacity.

Clean out your inbox

If you’re email is hosted by your .com domain, you might need to clean out that inbox that you never check if you use a forwarding mail service and manage your inbox with Gmail (as I do).

You’re going to be emailing people directly A LOT and you don’t want their replies to get bounced back with a “Recipient’s inbox is full” error message.

In summary: Get your digital house in order.

#2 Physical housekeeping

Get all of your cleaning and doctor’s appointments done and out of the way before you launch so that you aren’t distracted during your campaign.

Stock up on grocery staples like toilet paper, paper towels, and non-perishable goods so that your trips to the store are relatively straightforward each week.

You’re not going to want to spend extra mental energy meal planning, so get that done before you launch to free up that extra space.

(NOBODY TALKS ABOUT THESE THINGS BUT IT REALLY HELPS.)

Life stuff will come up anyway—unexpected illnesses, WiFi outages, and life interruptions that are beyond your control.

Unless you’re looking for a break, don’t schedule extra things to your day if you can help it. You’re going to want to focus on your campaign as much as possible during this 30-day period.

In summary: Control the things that are within your control.

#3 Schedule ALL of your social media posts

If you’re sick, your WiFi is down, or Facebook locks you out because you’ve been messaging too many people too quickly, you’re going to want your social media posts already scheduled in the hopper.

This doesn’t mean that you “set it and forget it” as you should also be posting spontaneously, but you should have at least one post on Facebook scheduled every day of your campaign.

Write your blogs beforehand, create all of your graphics, and plan out your communications campaign in great detail.

In summary: Proper planning prevents poor performance.

Have more questions about crowdfunding your book?

Join me Thurs, June 27 at 8 pm CET/2pm ET for a free author training on crowdfunding your book.

Click here to sign up!

All registered attendees will get the video replay.

Click here to register

For the accompanying video to this blog, watch below!

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Angela Castillo Launches a Little Narwhal on Kickstarter

Angela Castillo has authored 30 books ranging from Christian fiction, random fairy tales, and now children’s fiction.

She decided to launch her latest children’s book on Kickstarter with a modest goal of $1200 and I wanted to find out more about her experience.

But even modest goals require a TON of work and effort and Angela details her work below.

You’ve successfully published a lot of other books—mainly adult fiction—what made you decide to set up a Kickstarter campaign for your children’s book?

I chose to launch a Kickstarter for this book mainly because kid’s books are more expensive! Since I’m not an artist, I needed help with funding for art and formatting. Also, I’m a marketer at heart, so I saw Kickstarter as an excellent way to reach a new audience.

What type of research did you conduct before launching?

I grilled authors who had done crowdfunding projects similar to mine. I also spent hours and days scrutinizing other Kickstarter campaigns, studying their reward tiers and videos.

The great thing about Kickstarter is they keep a project up for all eternity after it ends so that you can look at thousands of projects relating to yours.

I also read tons of very helpful blog articles, including several by an amazing Kickstarter Queen. Lisa, what was it? Ferland? You might have heard of her. Anyway, she’s great.

What was the most time-intensive part of the planning or crowdfunding process?

My established audience was primarily adults, so I started from scratch to find an audience interested in children’s books.

I spent about five months before my Kickstarter campaign launched creating giveaways, writing blog articles geared toward parents, and sending out a kid-related newsletter.

I was building my kid-focused audience while trying to maintain my adult audience. Not easy!

What surprised you the most about crowdfunding on Kickstarter?

Even though my goal was to reach new readers, I was amazed by the number of backers who were drawn in by Kickstarter alone–about 60 percent.


(Lisa’s note: 60% Kickstarter-only backers is fairly high for books. Most book campaigns garner 1%-20% new folks from Kickstarter)

You received a Kickstarter Project We Love recognition—do you think you saw an increase in backers due to that?

Kickstarter has a nifty tool that shows you where your backers are drawn from. I had exactly one supporter because of the Projects We Love. Not complaining—every supporter counts!

Even though it was an honor to be chosen, it’s something they give out to a lot of people, so you end up being one of maybe a dozen per day. I was still thrilled to receive it. Very validating after working your guts off on something.

What advice would you give someone considering crowdfunding their book?

a. Listen to advice from people who’ve had success and failure.


b. Make sure you have an excellent product with commercial appeal.


c. Do the math. Have someone help you run through every possible expense.


d. Prepare for international backers. I charged extra for international shipping and I had over a dozen backers from other countries who paid way more than I would have expected for a little paperback book. But you have to prepare; otherwise, international shipping can eat up your profit very quickly.


e. Set realistic goals. For instance, let’s say you want hardcover copies, but that would add 3,000.00 to your budget. If you think it’s doable, go for it. But publishing your book and paying for illustrations out the gate is more important, set your focus on that. You can always do hardcover as a stretch goal.


f. Remember, you have to deliver. I only had to ship out about 50 books but manually package, address, and stick on the postage. It’s a lot of work and was rather daunting.

g. Set aside a few months of your life. It takes a ton of time and effort to do this right. Don’t expect to launch it and let it run by itself.

Do you think you’ll crowdfund your books in the future?

I’m too fresh off this one right now. Ask me again in a year!

If you could do anything over again, what would it be?

I would not stress so much in the middle. I was freaking out because I hadn’t fully funded in three days.

It’s really a marathon, not a sprint.

Anything else you’d like fellow authors to know?

This publishing journey is an expression of art and creativity.

When we get caught up in the finances of fundraising, I think we can lose sight of that.

It’s important to take time and remember why we are creating this book. In my case, it’s because I love it. I don’t ever want to lose that passion because of stress.

Check out Little Narwhal's Day on Amazon

Bio

Angela Castillo is an Amazon best-selling author from Bastrop, Texas who loves to ramble in the woods and explore eccentric shops. She writes Christian fiction, children’s fiction, and random fairy tales, as well as freelance blog articles. Her work has appeared in publications such as Thema and The First Line. She homeschools four little explorer/creators. Click here to find her books on Amazon. 

Click here to check out her Kickstarter campaign.

 

Avoid these common mistakes—click here to get more info

You Might Also Enjoy

Pre-launch Audience Education: Why it’s so important

10 Reasons Not to Crowdfund Your Book

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Why You Can’t Copy Someone Else’s Crowdfunding Strategy

It would be nice if we could just model our campaign after someone else’s successful campaign and see the same results but alas, that isn’t how it works.

Be sure to watch the video below for my reasons why you can’t just copy what someone else is doing.

If you try to copy someone else’s crowdfunding strategy without understanding all of the work that happened in the background and during the pre-launch phase, you’re setting yourself up for failure.

Take the time to study as many campaigns as you can, support campaigns in your subject area/genre so you see what types of email messaging authors are sending, and ask other creators about their experiences.

Types of questions to ask other crowdfunding authors

—What surprised you the most about crowdfunding your book?
—What was the biggest source of backers?

—What one piece of advice would you give someone thinking about crowdfunding their book?

Understand that a lot of different strategies can be successful but 70% of authors still fail at crowdfunding their books so you’re going to need to change strategies as soon as you see it’s not getting traction.

Articles that might help you

Remember, you can’t copy these campaigns but you can learn from what they did.

What Actually Motivates Someone to Support a Crowdfunding Campaign

Rad Girls Start a Revolution— learn how Sharita Manickam launched Rad Girl Revolution on Kickstarter

The Adventures of Lily Huckleberry raises over $40k on Kickstarter —The ladies at Little Street had a large established audience before launching.

Children’s Book Authors Use Kickstarter to Launch their Businesses

Rebecca Hamer Introduces Kickstarter to Australian Readers

Enroll in my free mini-course to find out if crowdfunding your book is right for you.

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10 Lessons Learned from Launching on IndieGoGo

Sheri Wall, children’s book author, recently finished her IndieGoGo campaign that raised over $5k for her book, Maiden Mermaid, a folktale in Salado, Texas.

Here are the lessons learned from her IndieGoGo campaign.

Please note that Sheri ran a flexible funding IndieGoGo campaign, so even though her goal was $9k and she raised $5k, she gets to keep the funds. If you have questions about the different types of crowdfunding platforms, click here to read more.

My IndieGoGo campaign is over. Thank goodness! 

While I’m very pleased with the orders I received and the amount I raised, it was way more work than I anticipated. 

I lost sleep. I lost confidence. 

Then the mood goes back up and you feel invincible, and you know your book is amazing. 

Then tears. 

It’s an emotional roller coaster, at least it was for me. 

Ten things I learned from my IndieGoGo campaign in no particular order, not sure any of them are original, and not sure these would all apply to other campaigns, but here goes:

#1 Keep your campaign page as simple as possible

I LOVED how my page looked and all the clever names I came up with for perks. I asked some folks a question like, “Did you see (something on the campaign page)?”

They had to come clean and say they didn’t read anything as it was too confusing and overwhelming. They looked for a dollar amount they were comfortable with and clicked it.

#2 Assume your audience knows nothing about crowdfunding

If it’s your first campaign, underestimate your audience’s understanding of crowdfunding—I had no idea so many folks had never heard of IndieGoGo. I would then follow with “What about Kickstarter?”

Blank stares.

#3 Don’t rely on influencers

Don’t put too much weight on outside influencers’ influence.

I had three influencers with large email lists that were on board to share my campaign at least once with their newsletter subscribers.

They were “so excited” to help, really loved the book, and “couldn’t wait to be part of it!”  

Not one of them actually included the campaign in an email. I got a few shares on Facebook, but that reach is just not the same.

#4 Watch your email open rates

Carefully calculate how many email reminders you will send. Your open rate goes way down the more you send.

I felt I was very conservative, but in the end, I just stopped sending them as they weren’t getting opened anyway.

#5 Be flexible with your social media plan

I had a calendar mapped out that basically went out the window. Sometimes until you’re “in it” the creative ideas don’t come (for example,  my video with the statue).

#6 Upload your campaign video directly to Facebook

Facebook prefers “native video uploads”—meaning, you upload the file and don’t link it from YouTube and will show it more.

I didn’t know this when I started, but when a friend told me, I uploaded my campaign video as a post and the views shot up in comparison to a post with just the link to the video.

#7 Don’t be afraid to reach out to acquaintances

Don’t be afraid to message folks that you don’t talk to on a regular basis. I’m going to have to be extra nice at my high school reunion.

I was blown away by distant folks that preordered and some that even just donated funds. I also messaged folks that “Liked” a post but didn’t comment. Many responded favorably to my private message.

#8 Some promises will be broken

Know that some folks will never follow through on their order or pledge—even after they call you and ask what they can do to support you.

Sigh, but life happens.

#9 Focus on the why

Educate your friends on how to share your campaign. Kindly remind them to always start with a personal message as to why they are sharing and just don’t hit the share button.

#10 Engage early and often on social media

Start engaging early with your friends and followers on Facebook so your posts will be seen by them later.

The more you comment on other’s posts, the more likely Facebook is to show your posts back to them.

At least it seemed that way.

Instagram is all about engagement as well, but I did very little on Instagram just because I’m not that familiar with it.

In conclusion

Will I ever do another one?

It’s too fresh in my mind to say.

I started producing books in my empty nest stage, and it was never actually with the intent to be able to live off the income or grow a large network. But it is all a bit addicting.

If I do ever have a repeat, I will at least know what to expect and be able to prepare mentally.

When Sheri’s not writing, she likes to cook, eat, decorate, bargain hunt, and stay active.

You can see all of Sheri’s titles on amatterofrhyme.com and follow her on Instagram @sheri.amatterofrhyme.

Bio

When Sheri’s not writing, she likes to cook, eat, decorate, bargain hunt, and stay active.

You can see all of Sheri’s titles on amatterofrhyme.com and follow her on Instagram @sheri.amatterofrhyme.

Additional resources

Sheri’s IndieGoGo campaign

Pre-order Maiden Mermaid here

Sheri’s Books

Related Posts

What motivates someone to support a crowdfunding campaign?

Book pre-launch education and why it’s so important

Children’s book authors are using crowdfunding to jumpstart their careers

Kickstarter vs. IndieGoGo for indie authors—which one to choose?

If you like children’s books, be sure to check out my children’s book, When the Clock Strikes on Halloween, now available for pre-order on Kickstarter until May 15.

Click here to check it out! 

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Lessons Learned from an Entrepreneurial Conference

In March, I presented at the annual Spark Conference, a female entrepreneurial conference and spoke about how crowdfunding can help entrepreneurs grow their audience. (Shameless plug: visit my book’s crowdfunding campaign here.)

While there, I learned how to SEO my website, connected with old friends, and made new connections that surprised me.

I was one of the only people who had flown into the conference—everyone else was local to Amsterdam—so I felt a bit like an outsider.

One can easily identify other outsiders at a conference because they often stand at the edges of conversation and hang around the coffee machine.

Those were the people I approached first and introduced myself. Once two outsiders join forces, they’re no longer “outside” and the group grows less intimidating.

Here are some additional lessons I learned while at Spark: 

Success means something different to all of us

Defining your version of success is so important because it means something different to every single person in the room. Some women had left their office jobs and were just starting the entrepreneurial journey whereas others were celebrating selling 100k books.

We’re all at different stages of our careers and maturity as entrepreneurs, so it’s important that you define your goals and understand that the conversations you have with others will be through their lens of what success means to them.

A rising tide raises all ships

This motto was said a lot during the conference and there was great emphasis on approaching all conversations with how we can help one another.

A panel discussion covered competition and envy and explained how those thoughts and emotions are not only destructive but they come from a scarcity mindset instead of an abundance mindset.

When we focus on the abundance around us, we no longer compete with others, and we are given the unique opportunity to lift one another to a higher level.

I turned to the woman next to me and said, “I really enjoy hiring fellow entrepreneurs because I know that the money I give to that person will allow her to pay another entrepreneur for her services and so on and so on.”

It’s like micro-economics in a small circle. The more you invest in one another, the more you all succeed.

Creativity is not magic, it just looks like that to people who don't know how much work goes into creating something

Creativity is not magic. It’s also unlimited. We all have the capacity to be creative.

It’s the whole 1% vs. 99% inspiration vs. perspiration thing. Creativity is really just the outcome of a lot of hard work and perseverance. 

If you work hard and don’t give up, you’ll make it farther than most people. 

Don’t approach creativity like it’s some magical process only available to a select few—we all have the ability to create wonderful things.

LinkedIn makes it easy to connect

This one was a practical tip, but if you have the LinkedIn app on your phone, which I recommend installing before going to a conference, you can turn on the Bluetooth option and connect with everyone who is in your same vicinity. 

This took away the pressure of having to print and collect (and not lose) people’s business cards but it also took away a bit of the face-to-face interactions.

Once the conference is over, follow up with everyone who you connected with and let them know what you’re working on. You never know who might be interested in what you do.

Building a business takes time

Building a business takes a long time. Building a successful business takes even longer. How long? The answer was different for everyone.

One speaker said he changed directions multiple times in the past 20 years. He also admitted that as an entrepreneur, he suffered from Shiny Object Syndrome (you can read more about that here) and that he learned to punt interesting opportunities to other people rather than try to take them all on himself.

We have limited time, resources, and bandwidth, so being picky about your projects is a good thing.

As entrepreneurs, we have that indefatigable “can do!” spirit but it can often distract and derail us from getting things accomplished.

Ready to raise the tide and lift some ships?

Go check out my book’s campaign here and share it with one person you know will love it.

https://bit.ly/clockstrikeshalloween

When the clock strikes on halloween kickstarter
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Top 10 List of Books on Crowdfunding Platforms—April 19, 2019

In an effort to bring more book lovers and readers to platforms like Kickstarter and IndieGoGo on a regular basis, here is my list of Top 10 campaigns for this week (in no particular order).

Be sure to visit them TODAY as these campaigns are time-sensitive and the opportunity might be gone if you wait too long.

Click on the images below to check out these fun books.

#1 A Tale Told By An Idiot

#2 Eliza Explains Book Series

#3 Whistle-Stop Thistle

#3 Aiden McGee Gets a Case of the Actuallys

Can Aiden use his brilliant mind and crack the code to being kind?

#4 Ellie Marches On

#5 The Moon is Following Me

#6 Money Monsters

#7 Children's Picture Book Against Islamophobia

#8 I Am Hexed

#9 The Mindful Kitchen: Your recipe for life

#10 Chart Imitates Life: A book of semi-rad illustrations

There are so many awesome, innovative, and exciting books available only on Kickstarter and IndieGoGo that not only deserve extra eyes but will help improve the diversity we see in literature.

Supporting authors on Kickstarter and IndieGoGo helps these books come to life in ways they can’t via traditional publishing.

Every week, I’ll post my Top 10 List of interesting and unique books that are on Kickstarter and IndieGoGo. The list is curated and covers a variety of genres.

You cannot buy your way onto this list—these are books that I’ve found organically while searching the platforms.

Check out my past Top 10 lists here


Top 10 Books Lists on Crowdfunding Platforms Today

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The Secret to Marketing Your Book Without Annoying People

Marketing is cited as the #1 pain in the rump for most writers, which is funny because…

1) marketing and then selling our books is the only way we can continue to write and do what we love,

2) marketing is a great way to creatively express your ideas, and

3) you’re a writer so you are already skilled in the best marketing tool there is—more writing.

But, I totally get it because I often feel the same way. We are selling books, literature, art! We aren’t marketing gadgets or gizmos.

These stories came from our hearts and it feels wrong to “push” them onto people. We want people to love them just like we do.

Unfortunately, that’s not how it works. If people don’t see your books, they won’t know they are available for purchase.

As writers, writing should be easy, non?

Facebook ads and Amazon ads, etc., are all great but you gain external credibility when another website publishes your personal essays or articles that are tangentially related to your book(s).

Is it slower and more work to market in this way? 

Perhaps, but it should be part of your marketing toolkit and you’d be remiss in not trying it.

Example of how to market your book in a personal essay

Here’s an example to follow: this Conde Naste Traveler article “How My Mother’s Travels Shaped My World View” focused on a woman’s relationship with her mother.

At the end of the personal essay, the author mentions, “She wanted to travel the globe, and she did. Because of my mom, I decided to work in food media after college, even though I had zero connections in that world and all my peers were going into finance. I wrote a cookbook while working as a full-time journalist.”

The author bio at the bottom linked to the woman’s cookbook and voila, this woman is marketing her book without being annoying.

In fact, she is providing entertainment value and making herself relatable to the audience before inviting them to buy her book. Even better.

Write essays and publish them everywhere

So, that’s my #1 tip—pitch essays like the one above for publication on third-party websites.

This approach gets your book in front of a lot of people all at once without annoying anyone.

You can (and should) feel proud pushing the article on all of your platforms because it’s not screaming, “BUY MY BOOK!”

The downside is that it’s not easy to (successfully) pitch third-party websites your essays and it requires a lot of lead time.

There is a ton of rejection involved in freelance writing and if you’re not experienced, you’re going to become quickly frustrated.

Alternatives to publishing on third-party websites

Don’t have time to pitch and get rejected over and over again?

Here are some alternatives to third-party exposure:

—Publish your essays on Medium.com
—Publish your writing on LinkedIn
—Publish your writing on your own website (you should have an author platform, hello!)
—Coordinate with other bloggers who might have smaller-than-Conde-Naste-size audiences and see if they take guest posts

Follow the formula above—offer authentic, genuine writing that is attractive to your intended audience and weave in the fact that you’ve written a book toward the end of your essay with a link in your bio.

Don’t forget to optimize your homepage

If the website doesn’t allow links to books/products, then definitely ask for a link to your homepage and make sure your homepage is optimized to send people to your book.

For my current children’s book Kickstarter campaign, I optimized my homepage to be a landing page. 

My homepage currently sends people directly to my Kickstarter campaign that way if any third-party website articles take off and link to my homepage, readers will be clearly directed to my book’s campaign.

You can see how I set it up here: https://lisaferland.com

So, my fellow writers, keep writing and getting your book in front of new readers.

Lisa Ferland first children’s book, When the Clock Strikes on Halloween, is available now for pre-order on Kickstarter.

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10 Reasons Not to Crowdfund Your Book

I’m a crowdfunding consultant for authors so why one earth would I discourage someone from crowdfunding their book?

Well, crowdfunding on Kickstarter and IndieGoGo is NOT right for everyone. I make that clear in just about every video, blog, and interview I create.

Here’s a list of 10 reasons why you should NOT CROWDFUND your book.

If after reading this, you’re still like, “Nah, I could do it…” then by all means, proceed.

#1 It's a ton of work

I’m not sure who is crowdfunding thousands of dollars without doing months of preparation beforehand, but it certainly isn’t many people I know personally. 

Garnering a lot of attention and then converting that attention into pledges takes a ton of effort. Don’t underestimate how much work is involved in a 30-day campaign. You’re looking at 60-120 days of work from the beginning concept to fulfilling the rewards.

#2 Everyone is watching

People can see exactly how many pledges you get every day of your campaign. If you don’t like that kind of transparency or to have your marketing actions under a microscope like that, then crowdfunding might not be right for you.

#3 It's harder than ever to get noticed

Social media is noisy and now crowdfunding platforms are getting “crowded” with more and more commercial products. 

In order to stand out from the pack, you need to develop your audience, educate them, and deliver what they want day after day.

#4 Ads don't really work

For whatever reason, Facebook ads don’t convert for Kickstarter and IndieGoGo campaigns for books. They just don’t. Readers want books NOW and they want to start reading right away. It takes a special stranger who is willing click on an unknown link and then give a stranger money for their book.

#5 PR experts don't want your money

Most authors are launching campaigns between $5k-$10k. It’s not worth a marketing expert’s time and effort to take 15% of that total amount to help you. They are more interested in the >$500k-$1M campaigns.

I’ve been turned down three times by PR experts because my Kickstarter goal amount wasn’t high enough to get their attention.

#6 Readers don't usually browse crowdfunding sites to find new books

I’m doing my best to change this with my Top 10 lists every week, but it’s no secret that Kickstarter is still dominated by the gaming sector.

I try to get readers in the habit of scouting Kickstarter and IndieGoGo to support indie authors and illustrators, but it’s going to take time before people start to realize that there are great books on these platforms.

Kickstarter authors have to bring readers to the platform which means that it doesn’t really matter where (Kickstarter or IndieGoGo) you launch because leveraging traffic on the platform is unlikely unless you’re in STEM.

#7 Crowdfunding is stressful

Writing articles, press releases, getting reader reviews, and doing podcast interviews are all things you’ll need to do for your traditional book launch anyway, but you can do it with a fraction of the stress involved with crowdfunding.

#8 Without early traction, you're somewhat dead in the water

Unlike traditional marketing efforts where it doesn’t matter when the sales come in, so long as they come in by the deadline, crowdfunding is the exact opposite.

You need a BIG launch day and then a pretty large Days 2-4 in order to make it to your goal at the end of 30 days. If your readers don’t know that (i.e., you didn’t educate them or they never read your emails) and you don’t keep the pressure on, you’re more likely to fail.

I’ve seen people pull it off in the end but not without serious hustle and stress.

#9 People think you're begging for money

You have to do a ton of reader education to let them know how much value they are getting for their money.

Readers are not donating to your book, they are getting the book AND MORE in exchange for their pledge. 

#10 Public failure is never fun

Failing can occur in many ways—setting too high of a goal, pricing rewards incorrectly, running a successful campaign but not delivering in time, running a successful campaign but underestimating shipping costs, and even more scenarios (you get the idea).

Nobody likes to fail and nobody likes to fail in front of people but that often happens with around 70% of all crowdfunding campaigns. Ouch! 

How are you feeling?

Do you still want to crowdfund your book?

If you’re still interested in crowdfunding your book then book a 10-minute session with me to see if I can help you reach your goals.

Book your free consult here: https://go.oncehub.com/lisaferland

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