Book Marketing, Guerilla-Style


My dream job has always been to work for a think tank. The “what if's” and collaboration speak to me. I love the concept of creative solutions to solve challenging, everyday problems. Incidentally, that’s what I think book marketing is for most Indie authors. It’s something that we must do, but which most of us don’t have the experience, knowledge, or funding for. Indie lends itself to creative solutions and guerrilla marketing.

What’s that you ask?
According to Adam Hayes, “Guerrilla marketing is the creative use of novel or unconventional methods in order to boost sales or attract interest in a brand or business. These methods are often low or no cost and involve the widespread use of more personal interactions or through viral social media messaging.”
Low-cost and creative? That’s right up my alley. Though I don’t have a book to market, I have worked with many, many authors, and we often have conversations about how they’re going to promote their book(s). Some have a solid plan in place, and others haven’t given it a second thought. Most fall somewhere in the middle. Hiring a professional can take the burden off your plate, but it can be expensive and it’s important to find the right pro for you, your book, and your audience.
If you’re ready to tackle marketing yourself and aren’t prepared to spend a small fortune, this article is for you.
To find solutions, we need to clarify the problem. Take a few minutes to do the following exercise so you can begin your own creative brainstorming session.
Understanding the Challenge
1. What is your primary goal for your book?
Do you want to generate revenue? Are you building a social following or audience? Is your message altruistic and revenue isn’t important? Do you hope to gain clients, generate sales of other products, book speaking engagements, or build/grow a business?
2.  Who is your audience?
The person who buys your book may not be the same person who reads it. How old are they? Are they primarily defined by their age, or are there other more important traits? Does their socioeconomic status play a role? Are careers or hobbies a focus? Perhaps a region is a major factor.

Read the entire article in the November 2021 issue of InD'Tale magazine.

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