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485 Posts tagged with the marketing tag

Elections can excite voters. They can enrage voters. They can disgust voters. They can inspire voters. Elections are orchestrated chaos that remind most of us that nobody really wins when we talk politics. That's why I don't want to do that here, but I would like to try to do the impossible. I would like to talk about the elections while avoiding the political nature of elections.

    You see, I think elections provide us mega-sized examples of concentrated brand-building efforts, and we, as authors, can learn from them--both from the successes and the failures within an election season. Here is a list of successful tactics by candidates that authors should keep in mind as they build their own brands:

  1. Consistent messaging wins the day. Forget the substance of what any politician says. A message that is repeated over and over again influences hearts and minds. It's an old advertising strategy. Seeing an ad once doesn't move a consumer to consume. Seeing the same ad/message over and over again moves a consumer toward consumption.
  2. The more you're seen, the more you're heard. Politicians who succeed are politicians who get the most coverage. They seize every opportunity they can to own the narrative of an issue.
  3. Frequent contact is essential. Politicians are not shy about reaching out to their followers for either financial support or help in spreading the word. Email lists, social media platforms, and good old fashioned real world glad-handing keep supporters enthused and engaged.
  4. Personal appearances are crucial. No politician sits in his or her basement making YouTube videos, forgoing the opportunity to be seen in public. They get out and speak to groups of people. They literally put a face, style, and voice on their brand. They encourage the dissemination of these appearances far and wide via the internet and mainstream media outlets. They make themselves a product, and focus on the most optimal placement of the product so it can be seen by as many voters as possible
  5. Speak to your demographics. Politicians know their typical supporters inside and out, and they spend a lot of time and energy making them happy and getting them fired up.

Not everything is a lesson worth learning from a politician building a brand, but there are a lot of proven strategies that authors should modify and adopt for their own brand-building efforts. You never want to lose yourself in building a brand. You just want to showcase yourself and your work. Whether you agree with them or not, that's exactly what successful politicians do.

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Richard Ridley is an award-winning author and paid CreateSpace contributor.

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Repeat, repeat, repeat

Book marketing is a numbers game

882 Views 0 Comments Permalink Tags: authors, marketing, author, publishing, brand, author_brand, marketing_strategy

In developing a marketing strategy, you may have overlooked two approaches that could help you create a more effective plan. Is your book better suited for a marketing campaign built around the concept of exclusive or inclusive?


Exclusive: The word is pretty scary when it comes to marketing. In fact, it sounds counterintuitive to the purpose of marketing, which is to raise awareness about your book and move as many people as you can to purchase it. But the truth is, you may benefit greatly by having a book with narrow appeal. Remember, in a country with over 300 million people, "narrow" is a relative term. Even in the narrowest of terms, we are still talking about a lot of people. If your book focuses on fringe material, you have a book that is better suited for an exclusive marketing strategy. If you have a book that caters to one political or social viewpoint, you have a book that is right for exclusive marketing strategies. If you have a book that is about get the point. Singularly themed books about topics that have well-defined supporters and detractors are tailor-made products for exclusive marketing strategies.


Inclusive: Books with wide appeal will do better under an inclusive marketing strategy. Believe it or not, books that fall under this category are fairly rare. Mass market books are actually few and far between because they usually all fall within the guidelines of a genre. A genre by definition is a narrowing of the market. But in the world of publishing, genres can have broad appeal. If you've written a book that fits under the umbrella of a certain genre, but doesn't really belong in any of its sub-genres, you've got a book that has the potential to sell more copies under an inclusive marketing strategy.


Frankly, exclusive marketing strategies are easier to manage than inclusive marketing strategies, and I suggest, in the beginning at least, to find something about your book that gives it narrow market appeal and focus on building your reader base with an exclusive strategy, even if you think it's a mass market title. You can always change your strategy and move into more inclusive marketing strategies later on.


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Richard Ridley is an award-winning author and paid CreateSpace contributor.



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Mingle Marketing

The Marketing Maze

1,231 Views 0 Comments Permalink Tags: marketing, promotion, book_marketing, marketing_campaign, book_advice

The will

Posted by CreateSpaceBlogger Oct 5, 2016

I don't know if you're ready to hear this, but I feel the need to tell you the hard truth. There is no magic marketing formula that will make your book a bestseller. You've probably seen ads to the contrary, and some of the strategies you've read about may even make sense to you, but I'm here to tell you, absent a huge marketing budget that gives you access to advertising agencies, media strategists, and high-dollar branding gurus, becoming a bestselling author isn't something that will happen over a four-day weekend.

That doesn't mean you can't become a bestselling author. You can, and I know the best strategy to make it happen. It's not complicated. It's not necessarily easy either. It takes one very important element to achieve: will.

Will is a short word, which is remarkable, given the power it possesses. Will gives you the endurance to carry on even in the face of self-doubt. Will gives you the strength to be persistent, to keep writing and honing your craft, and to keep building your brand. Will gives you the confidence to keep striving to reach your goals.


It's not a glamorous strategy, I know. Some people expect the riches to follow simply because they wrote a book. On the rare occasion, a single book will deliver such an outcome, but those occasions are so rare they are newsworthy. They do not reflect the reality of most authors who make it in the publishing industry. A majority of both commercial and indie authors achieve success after finding the will to put in the effort to establish a brand based on good writing and persistent marketing effort.


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Richard Ridley is an award-winning author and paid CreateSpace contributor.


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Is Marketing a Talent or a Skill?


Marketing Based on Content



1,643 Views 1 Comments Permalink Tags: authors, marketing, self-publishing, promotion, branding, marketing_advice


     For your next release, assemble a crack team of book enthusiasts to help you get the word out. Here are five tips on putting together a book launch team.


  1. Know your strategy: Before you approach anyone to join your book launch team, have all your ducks in a row. Know what your strategy is and how you plan on implementing it. You are going to start working on your plan before you've even finished your book. You should have a written strategy in place at least three months before the date of your official book launch.
  2. Choose the right folks: Enthusiasm is the key word when assembling your book launch team. You are going to draw from your social networks and reach out to those friends and followers who've been most vocal in their support of your writing career. If those friends and followers have expansive social networks, all the better, but remember, that's a secondary concern. Enthusiasm is your primary concern.
  3. Communicate often: A relationship is only as solid as its communication. You are the managing member of your book launch team. As such, your team will rely on you to be in constant communication with them. Set up a schedule and stick to it. Let the members of your team know wha's expected of them. Keep them in the loop.
  4. Compensate your team: I'm not suggesting you provide them with a salary, but provide them with some sort of reward for being a member of your book launch team. They are putting in valuable time to help you out. Let them know how much you appreciate them.
  5. Prepare your team: Let them know what they will be helping you launch. Give them a copy of the book at least six weeks before you launch, so they can read it with plenty of time to spare.




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Richard Ridley is an award-winning author and paid CreateSpace contributor.

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Book Launch Sponsors


The Book Relaunch





726 Views 0 Comments Permalink Tags: authors, marketing, author, promotion, promotions, book_launch, book_launch_party, marketing_team


As you set out on your journey to build your author brand, you will experience many stops and starts. You'll run into brick walls. You'll break through those brick walls. You'll find success, but you're bound to stumble and fail, too. It's just part of the process. While you're taking the steps to become a successful brand, here are three pieces of advice to keep you on task and headed in the right direction.

  1. Master your craft: I'll start with the same piece of advice I always give to authors trying to build a solid brand that has a significant following. That advice is to write well. Constantly study the craft of storytelling. Know your chosen genre inside and out. Commit to improving. Push yourself. Challenge yourself to create completely original material every time you sit down to write.
  2. Engage with readers IRL: You cannot succeed with online strategies alone. Take your brand-building efforts offline. Step out into the real world and meet your readers. Attend book fairs. Go to writer's conferences. Arrange book signings. Look into attending conferences and conventions that are genre appropriate but not necessarily for authors. In short, find as many opportunities as you can to interact with readers and potential readers in a real world environment.
  3. Be consistent: With your message, with your style, with your level of activity, with your outreach, keep at it. The persistent bird gets the worm. It can be discouraging trying to build a brand in a sea of brands. A lot of times, the most effective thing you can do is never give up. Dig in and fight through the struggles and lulls. Your time will come if you keep on keeping on.




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Richard Ridley is an award-winning author and paid CreateSpace contributor.


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Book Marketing Advice around the Web


Be Authentic to Build Your Brand





2,105 Views 1 Comments Permalink Tags: marketing, branding, author_brand, author_platform, marketing_adivce

Reader profiles

Posted by CreateSpaceBlogger Aug 24, 2016

You aren't just an author. You are a special agent, a very special agent. Your mission? Become a top-notch profiler. Who will you be profiling? Readers. The best way to reach your readers is to know who they are, and building a reader profile is the best way for you to know them.

    Here are the demographic categories that will help you in your profiling efforts:

  1. Age group: We are divided into groups based on common experiences. There is perhaps no greater cohesive grouping than those that are defined by age. People in the same general age range share a lot of cultural similarities, especially when it comes to music, movies, and literature. If you can clearly define your genre, you'll be able to fairly easily find the average age range of your readers.
  2. Gender: In the world of publishing, knowing the gender of your average reader can help you spend your marketing dollars more effectively. Certain genres appeal to one gender over another.
  3. Region: In some cases, what you write has geographic appeal. As an example, Southern thrillers will obviously have wider appeal below the Mason-Dixon Line. That's not to say it won't have fans that extend outside the region, but the greatest concentration of your readers will be Southerners.

You can parse the demographics down to even finer points. Hobbies, careers, politics, marital status--all of these are identifiers, and you can probably find information online that will help you build your reader profile. The more details you have, the narrower you can make your focus, and the better results you'll have with your reader outreach.

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Richard Ridley is an award-winning author and paid CreateSpace contributor.

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The Marketing Maze

Mingle Marketing

1,055 Views 1 Comments Permalink Tags: self_publishing, marketing, selling, promotion, readers, target_audience, marketing_research, marketing_appeal

Embracing selfies

Posted by CreateSpaceBlogger Aug 17, 2016

As a person who inexplicably refers to himself as middle-aged, despite the fact that I'd have to live 24 years beyond the average life expectancy to actually be at the halfway point of my life, I feel comfortable speaking for my generation when I say we hate selfies. Loathe them. We don't understand them. We question the need for them. It's not a particularly rational objection. But it is the purview of older generations to not understand trends embraced by newer generations.



Here's the thing: selfies are excellent marketing tools. The criticism is that they are a bit self-indulgent, and they certainly can be, but they are for the most part, innocent records of one's journey through life. In your case, you would be recording a writer's life. Not self-indulgent as much as self-promotion.



I acknowledge that most of us are uncomfortable with that particular aspect of being an author. Promoting oneself does not come easily. It's downright painful in most cases. That is the beauty of selfies. It's a picture with a caption and you're done. At a book signing? Snap a picture of yourself with a few readers and post it to social media with a description that states how thrilled you are to meet your readers. Encourage your readers to do the same. In fact, post a sign that says, "Selfies with the author encouraged"



Never pass up the opportunity to snap a selfie. They are fantastic marketing tools, and they require very little effort. Just a little tip from an author who longs to be middle-aged again.



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Richard Ridley is an award-winning author and paid CreateSpace contributor.




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Building an author brand: your appearance

Six-second branding with apps

836 Views 0 Comments Permalink Tags: authors, marketing, book_signing, book_marketing, promotions, social_media

When I speak with indie authors about their marketing efforts, one thing I hear quite often is that they have no idea how to find people who will review their books. For many this is a huge source of frustration, not to mention disappointment, which is completely understandable given all the time and effort they spent writing the book.

If you're in that boat, one great way to secure reviews is to reach out to book bloggers. Book bloggers love reviewing books, and most of them don't care who the publisher is. As long as the genre is up their alley, they are interested!

Here are some useful links for finding relevant bloggers for your book:



Book Blogger Directory

Book Blogger List

100 Best Blogs for Book Reviews

Blog Rank

Book Bloggers International


The key is to send each blogger you contact a personalized note that makes it clear you aren't just spamming everyone in the universe with the same request. You can use a templated blurb about your book, etc., but always begin your email with something specific about the blogger in question. Doing so takes extra time, but it's well worth it as you're much more likely to get a response.


Here's a useful trick: once you identify a blog that's perfect for your book, check to see which bloggers that blogger follows. Most book bloggers post links to their favorite book blogs, so why not contact those book lovers too? It's an easy way to find more target readers, and you can repeat this process over and over and over.


Another great thing about book bloggers is that if you ask them, in addition to posting their review of your book on their blog, they will usually post it on Amazon. Just remember to ask! In my experience avid book readers are very nice people, so there's no reason to be afraid of them. They love books, which means they love authors. And that means you!


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Maria Murnane is a paid CreateSpace contributor and the best-selling author of the Waverly Bryson series, Cassidy Lane, Katwalk, and Wait for the Rain. She also provides consulting services on book publishing and marketing. Have questions for Maria? You can find her at


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Get Reviews for Your Indie Book

Marketing Tip: Reach Out to Bloggers

18,309 Views 1 Comments Permalink Tags: marketing, social, book_reviews, bloggers, author_marketing, author_advice

     You can promote your book without spending your life savings. Think locally. Design an ad that highlights both your book and its local author (you). Now find outlets around your community to promote your book. That's it. It's that simple. Okay, see you next blog post...I guess I could make a few suggestions on where to promote your book. Here are five businesses to approach about promoting your books:


  1. The Stage: Communities large and small have at least one playhouse that produces four to six shows a year. Each one of those shows has programs with bios for the cast and crew. They also sell ad space in those programs, and it's quite affordable.
  2. The Silver Screen: Find the nearest independent movie house and look for promotional opportunities. You may be able to create a slide for those pre-show images that cycle through on the screen, or you might even be able to hang a flyer/poster near the concession stand for a nominal fee.
  3. The Weekly: Metropolitan areas in particular have weekly alternative papers that offer advertising space at a reasonable rate
  4. The Coffee Shop: Independently owned coffee shops and/or bakeries may let you hang a flyer/poster in their establishment. If not free, the cost would most likely be negligible.
  5. The Farmers' Market: The Farmers' Market has become a staple of most communities these days. Horticulture artisans and craftsmen of every ilk set up tables and sell their wares. If you don't want to set up your own table to sell your book, perhaps individual vendors would rent out a corner of their tables for you to display your flyer/poster.


That should give you a head start in finding inexpensive local promotional opportunities. I'm sure you can think of even more on your own. Don't forget to share your marketing efforts on your social media accounts.


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Richard Ridley is an award-winning author and paid CreateSpace contributor

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Small marketing steps: alternative newspapers

Coffee and books

1,582 Views 2 Comments Permalink Tags: authors, marketing, selling, self-publishing, promotion, marketing_strategy

I'm a big fan of applying for awards, but like every book marketing strategy, it has its drawbacks. I asked Lauren White of the Independent Publisher Book Awards (IPPYs) for her honest take on the pros and cons of applying for awards, and here's what she had to say:



Book awards are so effective because they judge books based on merit, and buyers and readers understand how rare and valuable that judgment is in today's age of paid reviews and social media self-promotion. And for self-publishers, the legitimacy and publicity that follow an award win can be unfortunately crucial to getting in the door with booksellers, librarians, and readers; with thousands of books to choose from, that shiny seal of approval from a reputed contest can make a world of difference.

Not to be overlooked is the morale boost and affirmation that come with an award. A panel of judges has understood and valued your unique message, and your work has not gone unseen. For many, that is the impetus and inspiration to continue writing and sharing stories.




Like many marketing services, awards cost money--usually an entry fee from $50-$125. Winning a prestigious award is absolutely worth that fee; relative to other marketing options, it is one of the most cost-effective ways to promote your title. But there is a catch: unlike other marketing options, there is no guarantee your money will result in anything, as there is no guarantee you will win. If you are operating on a very tight budget, that $100 might be best spent on a promotional service that is less of a gamble.


Furthermore, not winning can be disheartening. Always remember that the competition is fierce, and that your words have value regardless of the contest's outcome!

Thanks to Lauren for her candor! To learn more about the IPPYs, click here.

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Maria Murnane is a paid CreateSpace contributor. She is the award-winning author of the romantic comedies Perfect on Paper, It's a Waverly Life and Honey on Your Mind. She also provides consulting services on book publishing and marketing. Learn more at


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Book marketing tip: apply for awards

Should you attend a writers conference?







882 Views 0 Comments Permalink Tags: authors, marketing, author, promotion, book_awards, awards


When I speak to authors who are struggling to gain traction for their books, I like to ask them what has worked for them, however small the scale. In my experience, most authors have done at least one thing that has led to a few sales. They have also usually tried a few tactics that were a big fat bust. (I certainly have!)



Then I tell them two things:


1)    Do A LOT more of whatever you did that worked.

2)    Share what you;ve learned on your blog, website, Twitter account, etc.

Many authors have no idea what to blog or tweet about, so their social media feeds are a stream of announcements that sound painfully like the following:

Tweet #1: BUY MY BOOK!



Tweet #4: BUY MY BOOK!

When I see Twitter feeds like that, I immediately tune out. However, imagine a Twitter feed that intersperses useful information and encourages user interaction in between promoting the author's work. For example:

Tweet #1: Here's how I sold 10 signed books in one afternoon (include link to a blog post).

Tweet #2: Hi fellow authors, I tried selling my novel at a book fair, but I felt like it was a waste of time and money--have you had better luck? Please respond and RT!

Tweet #3: Exciting news! My novel (name) is on sale today for just (price). Click here if you'd like to check it out (include hyperlink to Amazon page).


While book promotion is important, no one likes a chest-beater. Remember that a fair amount of those who read your posts are probably in the same boat as you, i.e., fellow authors. Respect your audience by sharing more than selling, and you'll probably get better results.

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Maria Murnane is a paid CreateSpace contributor and the best-selling author of the Waverly Bryson series, Cassidy Lane, Katwalk, and Wait for the Rain. She also provides consulting services on book publishing and marketing. Have questions for Maria? You can find her at

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Social Networking Sells Your Brand


Don't make this marketing mistake





9,395 Views 1 Comments Permalink Tags: authors, marketing, author, promotion, publishing, social_media, marketing_tips, marketing_advice

Chamber of commerce

Posted by CreateSpaceBlogger Jul 7, 2016

A chamber of commerce is an association created to promote and protect the interests of local business owners. You are a local business owner. Your business is writing. There's a good chance you don't have employees, but you may avail yourself of the services of other local business owners like editors, graphic designers, web designers, etc. In short, you are part of the local business community, and it's not just a chamber of commerce, it is your chamber of commerce.

I tell you this because most indie authors consider themselves lone wolves without much in the way of support. That can cause focusing on making a go of it that much harder. When you feel alone, you feel underappreciated, and sometimes it's hard to find the motivation to get out there and promote your work.

Your chamber of commerce is in place to assist you. One of the ways they do that is by providing networking opportunities. Most chamber of commerce organizations across the country host monthly after hours parties for small business owners of every size where they can mingle and make connections that can help increase their bottom lines. Your success as an indie author helps the local economy just as much as the local software company. You should be attending these parties and making the connections that will help your bottom line.


You are not alone. You are a small business owner trying to make a buck. Don't shy away from attending networking events at your local chamber of commerce. Mingle and start building your support system.

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Richard Ridley is an award-winning author and paid CreateSpace contributor

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You are an artist

Building an author brand: Networking


874 Views 0 Comments Permalink Tags: authors, marketing, networking, author, community, local_marketing

The first wave

Posted by CreateSpaceBlogger Jun 29, 2016


As you devise a marketing strategy for the release of your new book, what role will your first wave play? Do you have a first wave? No?



Your first wave is your most supportive fans. In the beginning, your first wave will consist of friends and family, but over the course of your career as an indie author, your first wave will grow to include people who know you strictly through your books. They will reach out to you and let you know how much they enjoyed your work. They will ask when your next book will be released. They will spread the word about your books to their friends and families.



Do not take their interest lightly. Reach out to them and thank them. Include their contact information on your list of first-wave fans. When you start developing your marketing plan for your next book, let your first wave know about your plans. Include them in your strategy. They are essentially the first tier of your volunteer sales force.



You may even give them an action item. Ask them to let their networks of friends and family know about the upcoming release. Make sure they have all the crucial information: the date of the release, the full title, the book description, the book launch details, etc. Give them the ammunition they need to help you sell books.



Find a way to reward them. If you're doing a print version of the book, you could send them a pre-release signed copy of the book, or you could gift them a digital copy of the book as soon as it's released.



Your first wave is your opportunity to supercharge your release. Instead of you acting alone, you will have a team helping you get the word out.




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Richard Ridley is an award-winning author and paid CreateSpace contributor


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The Grassroots Marketing Ripple Effect


Have Fun with Marketing



969 Views 0 Comments Permalink Tags: marketing, book_release, marketing_strategy, marketing_plan, grassroots, fan_base


There is something about going to an event and being an active participant that makes it more special than if you're just a passive participant. When you take part in an event, you claim part ownership in that activity. You invest yourself.

As an author building a brand, you may want to keep this in mind when you're planning an event. Instead of doing a standard reading or signing, plan something that requires those who attend to participate. Gear the activity around elements of your book to create a natural tie-in of course, but break out of the standard mold and be bold.

Perhaps your book is a suspense novel about a cross-country runner being stalked in the woods. Why not get with a local charity and organize a fun run with you as the host and ads for your book on every scrap of paper and signage. Maybe a cat or a dog plays a major role in your novel. Why not organize a small un-adopted pet pageant with your local shelter to raise awareness for both them and you.

These are just random ideas, but you get the point. Find an activity and cause that have associations with your book, and create an environment where attendees have to participate. Such a strategy will create a buzz among those attending and their cadre of friends and followers online. It will give all an opportunity to share pictures and videos from the day's festivities, spreading word about your brand even wider.

Remember, people are having fun when participation is required.

-Richard Contributors/RidleyHeadshot_blog.jpg

Richard Ridley is an award-winning author and paid CreateSpace contributor



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Preparing for a Personal Appearance


How to Make an Author Event Eventful


1,259 Views 0 Comments Permalink Tags: authors, marketing, author, events, author_brand

If you're an aspiring author, get ready to hear the following question approximately 10 billion times:


"What's your book about?"


As you already know if you've already written a book, pretty much everyone and anyone in your life will ask you that question, from people you know well to people you just met in the waiting room at your dentist's office. So it's really important to be able to answer it quickly.

Short and sweet.

Make it count.

Pique their interest.

You get the point.

If you start describing your book as, "Well, it's kind of hard to explain, but...there's a good chance that you've already lost the interest of whoever is on the other side of the conversation. If your pitch grabs someone';s attention, however, he or she might whip out a smartphone right there and then to order your book on Amazon. That's happened to me many times, so I'm not just saying that in a "you never know" kind of way. Trust me; I know! Every interaction you have is a potential sale.


While it's critical to have a concise, compelling description of your book when it's available for purchase, having one as you're writing it is also important. Why? Because it ensures that you have an interesting plot. Trust me, I know this too, because I recently spent way too many months struggling to write a novel for which I never had a clear vision. I should have realized that I was in trouble early on because anytime someone asked me what I was working on, I found myself uttering the dreaded "Um...well it's hard to explain, but..."

You know what happened to that manuscript? Nothing! Once I (finally) realized I didn't have an interesting story, I pulled the plug on it. It was a painful lesson to learn, and I wish I'd read a blog post like this one to save me a lot of time and effort. So please, learn from my mistake!

-Maria Contributors/MurnaneHeadshot.jpg

Maria Murnane is a paid CreateSpace contributor and the best-selling author of the Waverly Bryson series, Cassidy Lane, Katwalk, and Wait for the Rain. She also provides consulting services on book publishing and marketing. Have questions for Maria? You can find her at

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Marketing Tip: Know When to Be Concise

How to Craft a Compelling Book Description

1,076 Views 0 Comments Permalink Tags: books, authors, marketing, author, indie, pitch, descriptions, elevator_pitch
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