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.

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 you have a rare opportunity to book a 60-min strategy session with me AND save $150 (50%) only available through my Kickstarter campaign: https://bit.ly/clockstrikeshalloween

Offer expires on Friday, April 19th so don’t wait to pledge.

Lessons Learned from Launching 5 Kickstarter Campaigns

Joseph Becker has raised over $75k on Kickstarter over the course of his five campaigns for the books in his Annabelle and Aiden series.

Joseph was kind enough to answer some questions and provide some insights to how he was able to use Kickstarter as a marketing tool for his books.

You’ve launched 5 different campaigns on Kickstarter for your books and it’s clear that your audience has grown with each success. Why do you enjoy launching on Kickstarter versus a more traditional book launch on Amazon or your website?

 
Kickstarter is a wonderful platform because it draws a large crowd who apparently browse Kickstarter for projects to fund. A surprisingly large amount of funds always come from this cold audience.
 
Also, I think of Kickstarter as free advertising: it costs nothing upfront, so there’s really no risk involved. And every pledge you get is another free signup on your email list.
 
This is a great way to gain a following and a community behind your books. It’s the ultimate marketing tool.

For each campaign, your funding goal was very low compared to how much money you raised. What do you think contributed the most to get people to back the campaign vs. waiting for the official publication of the book? 

The first thing that comes to mind is getting large (and I mean huge) Facebook pages (with hundreds of thousands or millions of ‘likes’) that align with the “mission” of your books (whether celebrating diversity, environmentalism, or childhood development) to share your campaign.
 
That is the number one thing. 
 

How much audience education do you typically do before you launch?

That’s a tough one. Now, I just post 2 to 4 “Kickstarter coming soon” posts weeks before to whet everyone’s appetites. There used to be a tool called Thunderclap that was the best tool to build excitement for an upcoming Kickstarter campaign, but they were shut down by the social media giants.
 

Do you find it gets easier with each campaign or do you face new challenges each time?

Both. It gets easier to raise money but at the same time your standards and expectations and goals get higher, so they are harder and harder to reach.

I’ve done 5 campaigns. For the first four, every single one raised $7,000 more than the last. However, the 5th one raised $3,000 less than the fourth. That was a bit tough for me, even though it still raised $17,000: a number I would have been ecstatic about just 2 years earlier.  

 

How did you meet your illustrator?

Through searching with Google. We’ve done 5 books together, all through email. I still have never spoken with her, which amazes people. She lives in Italy.  
 

What advice would you give an author who is in the middle of their campaign and still hasn’t funded?

I’d give them pointers and encouragement, and let them know the Kickstarter algorithm does kick in at the end for a strong finish. 
 

Will you continue to launch new books via Kickstarter?

Probably. 

What are you currently working on?

I have a few book ideas, and have started one or two, but I am really going to try to turn my business model over from print-on-demand to printing through China and selling through Amazon Advantage. That will take time and lots of money, but that’s my next step.

I may take a break from creating new books for a year or so, and try to up my game in selling the five titles I already have. 

 

Anything else? 

Folks could learn more at www.AnnabelleAndAiden.com

Be sure to check out all five campaigns below to see how he priced his rewards and structured his campaigns.

Bio

Joseph Becker holds a B.A. in Philosophy and a Juris Doctorate from Emory University School of Law. When he’s not practicing entertainment law, playing drums, or enjoying the great outdoors, Joseph enjoys all the science and philosophy books and podcasts he can, pondering the bigger questions and dreaming up ideas for future children stories.

Visit his website at annabelleandaiden.com.

Top 10 List of Books on Crowdfunding Platforms—March 29, 2019

Book Pre-launch Audience Education: Why it’s so Important

Before you publish your first book or launch your book’s Kickstarter campaign, you first need to warm-up your audience.

Marketing experts talk about audience warmth and how warmer audiences have much higher rates of conversion (meaning, they see your post or ad and buy your book right away).

How important is it to warm up your audience?

Cold traffic usually sees 2% conversion rate vs. warm/hot audiences with 65%-75% conversion rates. 

Ooh, la la! How can we get more of that hot traffic? 

I don’t know about you, but if I’m spending money on Facebook ads, I want the best conversion rates possible.

Many authors haven’t a clue as to how to build OR warm up their audience. Fortunately, conducting audience education will do both.

Don’t underestimate the amount of effort required to build an audience

It’s easy to underestimate how much work is required in building an audience. We often see successful authors launching their next books with ease and a minimal marketing strategy with great success.

Established authors who have published multiple books have built a devoted following of hot or warm audiences.

Their readers are already familiar with their work and are hungry for the next book to come out. As a result, they don’t need to do a fraction of the education that we need to do as first-time authors.

They already did the work and developed trust over time by consistently delivering high-quality books and content.

These authors don’t necessarily need to do a book launch campaign that spans several months with each new release because their audience is already warmed up. 

In this article, I assume that we are all working with zero audience and need to build from scratch. 

Here are some tips for building and warming up your audience before you launch:

Cold traffic: These people have never heard of you or your book(s) before.

 

Direct cold traffic to things of value:

  • a podcast where you discuss the origin story behind your book
  • a blog about the important topics your book addresses
  • an infographic about something interesting about your audience, book, or topic area
  • research findings that support why your book is so important to read
  • a survey asking them questions that are related to your book’s topic
  • a behind-the-scenes look at creating the book

At the bottom of each of these ‘destinations’ invite them to subscribe to your newsletter so you can continue to engage with them in a meaningful way.

Warm traffic: These people know of you and follow you on social media or subscribed to your newsletter.

 

Direct warm traffic to next-level stuff:

  • download a lead magnet: free e-book, excerpt of your book, or a companion PDF
  • informational webinars
  • invite them to in-person events
  • special offers or discounts on your book(s)

Hot traffic: These people have purchased from you in the past.

Direct hot traffic to your books/offers:

  • straight to sales pages like your book’s Amazon link. 
  • Pay-per-click ads on Amazon and Facebook

Keep in mind that only a fraction of your audience will be hot but be sure to segment them from the cold/warm readers so you can send them the right messages.

Learning from Mistakes

I’ve made a TON of mistakes and didn’t realize why my Facebook and Amazon ads weren’t converting well.

The problem was that I was treating cold traffic like hot traffic and was directing people straight to my sales page in my paid ads.

I ended up wasting money on ads that never converted and even worse, I missed opportunities to engage with my audience.

I want to make it clear that I’m still learning and experimenting with all of these techniques. I don’t think that will ever stop.

As you grow and engage with your audience, send them different content and see what resonates

Maybe your audience loves to read blogs, maybe some love to listen to podcasts, maybe they love infographics. Who knows?

Discover what your audience likes, what you like to create, and either strike a compromise or do one or two formats really well.

For example, I really enjoy making videos and I think they allow a lot of my personality to shine through. But, I also know that due to my time zone, my audience doesn’t see my live videos until hours later. 

Because my audience (you all!) love to read, I write blogs and occasionally include videos at the bottom. I also include a link to the related blog in the videos that I post to YouTube. (Subscribe to my YouTube channel here.)

It took me time and some professional help to figure out a marketing strategy for my business. Here’s what I did to improve my conversion rates.

Bring in Some Experts

Overall business strategy help

I had no idea how to strategize the marketing plan for my business, so I invested in small business marketing coaching with Stephanie Ward at Firefly Coaching. We did a deep dive, six-month coaching plan where she met with me 45-minutes/month and gave me a huge to-do list at the end of each session.

Stephanie was great at analyzing my strengths and steering me toward bolstering my weak areas. Our sessions gave me the confidence to step outside of my comfort zone and take bigger risks.

Click here to visit Stephanie’s website to see if she can help you. 

Website optimization

My website was somewhat of a mess and my marketing friend, Amel Derragui, kept giving me tiny pointers here and there. It was clear that I needed to fully hire her services in order to improve the navigability of my website and grow my audience. After making her suggested changes, my website now receives TONS of compliments from visitors and my newsletter list is growing.

Click here to see if Amel can help you optimize your website and grow your audience.

Improving my cold traffic conversions

When it comes to cold traffic, you need to have the right keywords and ad copy in place. I’m currently working with Laurie Wright on my Amazon keywords, book blurbs, author bio, and ad copy.

Click here to see if Laurie can help you.

Improving your business requires investment, constant education, and involving experts when you’re out of your depth. Don’t be afraid to hire experts.

You can still learn everything on your own, but be prepared to spend a lot of time and money while you are experimenting and figuring things out  during the learning process.

Crowdfunding Authors Often Overestimate the Warmth of Their Audience

Don’t make the mistakes I did and send cold traffic directly to your sales pages (i.e., your book’s Kickstarter page).

I see this all of the time with authors who run Kickstarter campaigns.

Crowdfunding authors will often direct people to their campaign page, which has a much lower conversion rate than if they directed them to a blog, video, or infographic, throughout their entire campaign.

Also, most readers are unfamiliar with crowdfunding and don’t know what’s happening or how to proceed.

Instead of asking you, your readers feel overwhelmed and close their browser’s tab without doing anything.

Educate your audience first

You need to educate your readers about your book, send them to blogs, podcasts, and articles to warm them up before you can send them to your Kickstarter sales page.

Once they are there, you need the right copy, graphics, and engaging video to convince them your book is worth backing.

Not sure if your campaign page will convert? I’m happy to review your campaign page before you launch.

How does a Crowdfunding Consultant Kickstart Their Own Book?

Real talk:

Planning my own book’s Kickstarter campaign has resulted in a bit of strategy analysis OVERLOAD, some momentary doubts of failure that I promptly kicked to the curb, and then the realization that I ALREADY have all of the tools I need.

Reasons Why I’m Not Worried About Failure

Tools: Fortunately, I have a handy Excel spreadsheet calculator so I know exactly how to price my rewards and calculate my profit margins (thank you, past me, for being so smart).

If you want this calculator/calendar/supercharged Excel spreadsheet PLUS email templates, PR templates, and all of the tools you need to manage your crowdfunding campaign, you can buy it here.

Knowledgeable network: I already have a network of crowdfunding-savvy authors because I’ve been COACHING THEM—oh yeah, another good move, Lisa.

Hard work always pays off.

Superbacker status: I’ve spent oodles of my own money investing in other authors on Kickstarter and now it’s time for me to call in some chits.

Participate and invest yourself into a community and you can rightly call on that community to support you when it’s your turn.

I believe in my book: My book has been vetted by 300 students already, parents, and teachers and everyone thinks it’s totally awesome and the book series as a whole has legs.

I’m also working with an amazing illustrator who is a DREAM to work with (no, you can’t have her until we’re done) who is doing a brilliant job at bringing my book to life.

So, yeah, I’m not worried about failure. BESIDES, I know that failure won’t kill me. I’ll learn a TON of valuable lessons going through the process again myself and I plan to run this campaign as I did my original $10k.

Want to follow along/support me?

You’ll get good KARMA and I’ll pay it back/forward/sideways, don’t worry, sign up for my VIP newsletter here: yes, I love supporting children’s books on Kickstarter

Learn about crowdfunding YOUR book and see if it’s right for you:

Enroll in my free crowdfunding mini-course here: https://bit.ly/mini-crowdfunding

Children’s Book Authors use Kickstarter to Launch Their Businesses

Children’s book authors often face steeper costs when creating their books than adult fiction or non-fiction writers.

There are the additional costs of illustration (ranging from $1200-$10,000 for a 32-page picture book), and often the cost of a print run of 3,000-10,000 books from either local printers or printers overseas. Then there are warehouse and fulfillment fees to cover for orders placed on Amazon.

Many children’s book authors are turning to Kickstarter and IndieGoGo to not only fully fund their books but also boost their marketing efforts.

  • In the Facebook Group, Children’s Book Authors and Illustrators, which I recommend joining, many of the authors have successfully Kickstarted their books and subsequently, their self-publishing businesses to great success.

Why Crowdfund Your Book?

Crowdfunding does a few things that waiting to market your book launch doesn’t.

When you crowdfund your book, you…

  • Validate your book’s idea with your audience before you get too far down the road of creation
  • Engage with your audience in a more personal way and offer them special rewards in addition to your book—something you can’t do on Amazon.
  • Communicate directly with your backers—Amazon does not provide you any information about who buys your book
  • Generate more funds for your book than you can selling the same number of books during a pre-launch (profit margins are a bit larger than royalty rates) 
  • Boost your confidence when your book is demanded by the readers. There is a feeling of incredible pride and humility when you realize that your readers are helping you create your book.
  • Create a viral buzz about your book. By cramming three months of marketing efforts into 30 days, you generate a veritable swirl of energy around your book.
  • Can afford a better team. When you crowdfund your book, instead of footing the bill from your own pocket, you can pay thousands for an experienced illustrator. You can opt for the thicker paper that’s more expensive. You can end up with a higher quality book when you have a larger budget (all things considered equal, of course).

And magic takes place during and after a crowdfunding campaign.

Like local news coverage, radio spots, cross-collaborations, and other opportunities that occur when you start reaching out to anyone and everyone who might be interested in your campaign.

The time-limited nature of the campaign forces creators to be bold and take action when it comes to marketing outreach that doesn’t usually happen during other book launches.

Examples of Children’s Book Crowdfunding Campaigns

While some campaigns are more successful than others, almost every campaign listed has resulted in an incredible boost to the visibility of the book, the sales, and/or the audience who is ready to purchase subsequent books from the author.

Note: *All of the following book images are linked to my Amazon affiliate account which results in tiny donations in my tip jar when you click at no extra cost to you.*

Title: ‘You Stole my Name’, Dennis McGregor’s new children’s book

Author: Dennis McGregor

Backers: 407

Total raised: $27,302 (137%)

Link:  https://www.kickstarter.com/projects/dennismcgregorsbook/you-stole-my-name-dennis-mcgregors-new-childrens-b?

Click here to buy on Amazon

Title: I’m NOT just a Scribble—Children’s Book that Inspires ART!

Author: Diane Alber

Backers: 423

Total raised: $15,343 (153%)

Link:  https://www.kickstarter.com/projects/282178178/im-not-just-a-scribble-childrens-book-that-inspire?

Click here to buy on Amazon

Title: Into Your Dreams

Author: Roger Blonder

Backers: 197

Total raised: $16,760 (111%)

Link:  https://www.kickstarter.com/projects/76408786/into-your-dreams?

Click here to buy on Amazon

Want to go behind-the-scenes?

Get even more insights with in-depth interviews by crowdfunding authors…

Kathleen Cruger and Thankful Frankie

Stacy Bauer and Cami the Kangaroo

Roger Blonder and Into Your Dreams

Rebecca Hamer and Where Oh Where is Monty Bear?

Now, don’t be fooled by the amazing successes of the authors who have funded their books using crowdfunding

There is nothing easy about crowdfunding even though these authors make it look effortless.

One in three crowdfunding campaigns on Kickstarter fail (1 in 3!).

Click here to get on my calendar for a free 20-min chat to see if a) crowdfunding is right for you and b) if I can help you. 

Crowdfunding is tough, but I’ve created tools and templates to make it easier.

Click here to hop on my calendar.

Also…grab my freebie below and avoid some pitfalls when planning your campaign.

Download my solutions here

3 Benefits of Joining a Masterclass

I have found that the best workshops for my learning style are like mini-boot camps. They are goal-oriented and time-sensitive with students who are enthusiastic and ready to achieve their goals. 

I want to be surrounded by people who, like me, are hitting the pavement, ready to go.

What is a masterclass?

A masterclass or mastermind group is a peer-to-peer mentoring concept used to help members solve their problems with input and advice from the other group members.

In addition to you achieving your goals (e.g., fully funding your book), participating in a masterclass has at least three tangible benefits.

1) Accountability

When you know you’re meeting every week and will have to speak up and discuss your project, you end up getting more done than when you operate in a vacuum.

I’ve met so many authors who have said that they have completed manuscripts that are collecting dust for years. YEARS! Life gets hectic and in the way of accomplishing our goals.

All of a sudden, what we once thought was a priority gets replaced by the urgency of the NOW and we end up dropping our work. It happens all of the time.

By joining a masterclass, your peers are committing to holding you accountable, and likewise, you are serving as their accountability partner. Simply by asking someone, “What are you struggling with this week?” forces a type of self-reflection that may be missing in the lone writer’s world.

2) Expert guidance

As lovely as peer-to-peer groups are, and I’m part of many of them, it’s extremely helpful to have an experienced person guiding the group. Masterclasses are generally organized by someone with experience who is not only skilled at managing people but at helping them reach their goals within a certain time period.

When I hired my marketing coach, I desperately needed direction. I needed someone to ask me questions that I didn’t know were important and hand me an extensive to-do list that would advance my career to the next level. I didn’t know what I didn’t know and I needed help. Big time.

Without an expert guiding the way, peer-to-peer mentoring groups remain largely self-serving. Yes, you will probably reach your goals, but it won’t have the time-sensitive boot camp nature that masterclasses or masterminds often have.

Really great masterclasses contain exercises and action items to help the participants cruise through the material, apply it, and advance more quickly than working solo.

3) Personalized tutoring/mentorship

Readers of blogs and listeners of podcasts are subject to the limits of the creator’s pace. A masterclass incorporates established material (courses, blogs, podcasts, etc.,) with tutoring to allow participants to advance at their pace, ask questions, and receive individualized support.

The opportunity to ask questions, gain clarification, and obtain peer and mentor support is a unique feature of the masterclass design that is lacking in other online course forums.

Helping more authors successfully crowdfund their books 

After beta testing my Crowdfunding for Authors course, I noticed that the group interaction was where a lot of the magic happened.

However, the course is self-paced, and some students didn’t launch their campaigns at the same time. That’s totally fine but I saw a missed opportunity.

By grouping together crowdfunding authors who are all launching at the same time, we can create a network where we share resources, leverage marketing opportunities, and get real-time support before and during their campaigns.

The mentoring support happens in the crucial pre-launch phase and the peer-to-peer support happens during the campaign phase.

Crowdfunding is all about community and so often, writers find themselves trying to build a community from scratch. It’s much much much easier to build momentum, rally positive energy, and battle the self-doubt when there is a network of like-minded people doing the same thing at the same time. (the whole, A rising tide lifts all ships, concept).

Interested in learning more?

If this sounds like a concept that would be of interest to you—an online course with guided expert mentorship and supportive peers—then click here to schedule a no-pressure information-only 20-minute call with me to find out more or send me an email here.

Registration for the Crowdfunding for Authors Masterclass for March/April campaigns closes on January 31.

If you’re serious about getting your book fully funded in March or April, then click here to find out more.

Rebecca Hamer Introduces Kickstarter to Australia

Paving the way for others is never an easy task and one that children’s book author, Rebecca Hamer, discovered when she launched her Kickstarter campaign to her mostly-Australian audience.

Rebecca’s Where Oh Where is Monty Bear? picture book series helps kids deal with both big life transitions and small everyday challenges.

Knowing that Monty Bear was heading to Australia next, Rebecca decided to launch her third book, Where Oh Where is Monty Bear Australia using Kickstarter as a launch mechanism. 

Rebecca’s YouTube channel is great. I mean, just look at this video!

Scroll down for Rebecca’s insights about bringing the concept of crowdfunding to Australia.

What surprised you the most about running your Kickstarter campaign?

It was shockingly hard to get everyone on board. This was my third book, so I knew the publishing process and felt confident taking on a new marketing strategy.

Preparing for the campaign was extremely time-consuming and I knew I had to get everything done by a hard deadline.

So many people don’t realize how long it takes to build your campaign page and even though I have experience making videos, it still took me forever.

What would you have done differently?

I would’ve done more Facebook group interaction and started engaging with people 2-3 months before launch. 

I joined a lot of teachers’ Facebook groups and had connections from my previous two books but didn’t want to bug them too much.

“Find your people who are looking for what you’re delivering. They may be homeschoolers, teachers, parents, babysitters, who knows? But find them and nurture your relationships with them.”

Did you pay for any advertising?

No, not really. I paid $50 in Facebook ads but those didn’t convert. I didn’t do a press release or anything formal.

I was able to land some visibility in Offspring Parenting Magazine’s newsletter and I reached out to Big Life Journal because they added my YouTube channel as one of their recommended resources.

All of the parenting and teacher blogs want payment for sponsored posts (~$700/post). I had lined up exposure with some bloggers but many of them didn’t follow through.

What advice would you give an indie author thinking about crowdfunding?

Spend a lot of time building relationships. Teacher bloggers are super supportive and were the best source of support for my books on emotional literacy.

Don’t put all of your eggs into one basket.

Develop a cult-ish following of your work and build an audience who can’t wait to support you. Find your people who are looking for what you’re delivering. They may be homeschoolers, teachers, parents, babysitters, who knows? But find them and nurture your relationships with them.

Your audience is largest on Instagram (5k), did you find most of your backers came from that platform?

I grew my audience after making baby sleeping bags and I learned about social media over the past five years.

My Instagram followers are all from my first business and surprisingly, most of my backers were coming from Facebook. Most of them were not friends and family but one circle removed.

I also have a huge network of expat supporters who were great at sharing the campaign but weren’t backing it themselves.

Was having an Australian audience tough with your crowdfunding campaign?

I’d say so. People need to be educated about what crowdfunding is. Nobody in Australia is familiar with Kickstarter and most of my backers were first time backers.

The email templates in the Crowdfunding Vault  were really helpful in doing that audience education and outreach.

Would you do it again?

No. I burned through all of my goodwill in Australia and I’d really have to work my tail off to build a new audience.

Despite raising funds to cover the cost of your book, did running your Kickstarter help in any other way?

Yes, it really opened doors to new opportunities that I didn’t anticipate.

Maggie Dent is the Queen of Common Sense and is huge on the speaking circuit with her Maggie Moments.  I sent her a Monty Bear package and she is open to future collaboration.

Creating the Kickstarter campaign really gives you a lot of content and testimonials that you can use in future marketing efforts.

What are your future plans for Monty Bear?

My immediate plans are to tackle the Amazon machine and get my books on that platform for a new audience. That should be…a lot of work! 

Bio

Rebecca Hamer, BA Arts Psych, Grad Dip Ed, Masters Management….. Is an Early Childhood Education Specialist with over fifteen years teaching experience in Australia, Indonesia, Russia and Singapore. She has a passion for literacy development and believes that home and school co-operation is essential in facilitating children’s literacy learning.

She uses MONTY BEAR as an interactive way to engage children with all facets of literacy, including, speaking, listening, reading and writing. Rebecca loves seeing students and parents since fifteen years ago who still cherish photos and stories about their real life experiences with MONTY BEAR.

Visit her website: http://montybear.com.au/

Kickstarter campaign link: https://www.kickstarter.com/projects/461149098/where-oh-where-is-monty-bear-australia

Why Book Marketing Isn’t Self-Promotion

“I’m not good at marketing…”

“I don’t like self-promotion…”

“I’m not comfortable promoting myself…”

Let me break something down for you right now…

Marketing your book is not about you.

Did you hear that? 

Is your first instinct to argue against me? 

“But Lisa, I created this book, it’s my name on the spine, how is marketing my book not about me?!?”

Because, my super creative, amazing writer, it’s not. I know you just poured your heart onto the page and you feel a deep emotional attachment to your work—that process was about you but the final product is not.

Change your relationship with the concept of marketing

Once you launch your book out into the world, marketing the book is all about connecting with the readers.

It’s about creating messages that resonate with them, not with you. The “about you” part is done.

Marketing is never about the person selling, it is always, always, always about the person buying. 

So, no, marketing isn’t about self-promotion, get that icky feeling and everything that comes with it out of your head this instant. Marketing is about giving the reader more on a topic that they already enjoy.

Create what your readers want and you should have no issues directing them to more content on what they’ve already indicated they like.

Follow the Related Posts model

Think about all news outlets’ website designs…there is always a Related Posts at the bottom of every article directing people to more content on that same topic.

Do you think that’s icky? No, you find it helpful, don’t you?

That’s the same idea you should take with your passive book marketing. 

Write a blog on a topic that is related to your book and at the end of it, include a call to action and a  link where they can buy your book.

“If you enjoyed this article, then you’ll enjoy this book that dives even deeper into this topic. Buy it here.”

Easy peasy, right?

Listen to your readers and deliver what they want

I noticed that my readers really enjoyed my blog posts and would comment on emotional, heartfelt content. They would share funny videos like wildfire, and they ignored my inspirational quote/images.

Guess what I started doing more of? Emotional blog posts intermixed with funny videos. It’s a good thing I like creating both because that’s what my audience was telling me they wanted.

Put out a variety of content and see what sticks. What do your readers like?

The answer will be different for everyone, which is why you can’t copy someone’s campaign and think it’ll work with your readers. (More on that another time, though.)

The more you focus on what your readers want, the more you’ll feel comfortable promoting that content. It’s not about you, it’s about them and what’s wrong with letting people know when content they would enjoy is available?

Nothing. Nothing at all.

Want this blog in video format instead? I deliver more #truthbombs in the video below.

Psst…my book is on Kickstarter and I’d love for you to check it out.

Click here and watch the video I created for it.

Did I convince you that book marketing isn’t self-promotion? Sound off in the comments