3 fiction marketing mistakes that will hold you back

Don't let these common fiction marketing mistakes keep you from reaching more readers and selling more books.

Let’s be honest: Marketing fiction is harder than marketing nonfiction.

That’s partly because it’s harder to find your ideal readers, but it’s also because fiction relies so much on good word of mouth. Nothing can do more for your novel than readers telling friends how much they loved it.

It’s because it’s more difficult that fiction marketing mistakes can be a real problem. It’s hard enough as it is — you don’t want to do anything that will contribute to your struggle.

One of those mistakes is reflected in this article title — I had to include the word “fiction” to get your attention. Otherwise, you might have skipped over it, thinking it didn’t apply to you.

That leads to the first mistake.

Mistake # 1: If the marketing tactic isn’t labeled “fiction,” you discount it.

Authors used to email me to say, “You have so much helpful information on your website but I don’t see much that applies to fiction.”

It’s always been there — they just didn’t see it because it didn’t shout FICTION!

I hope I fixed this misperception when I added a fiction category to this blog. It allows me to identify articles I think are especially helpful to fiction writers.

To find those articles, use the dropdown menu under the newsletter form on the right. (Note that it isn’t comprehensive because I haven’t finished tagging older posts with this newer category.)

Much of what works for nonfiction works for fiction, too

You might be surprised by how many nonfiction strategies and tactics work for fiction, too.

For example, most fiction authors I talk to think guest blogging is just for nonfiction authors. I hope I changed a few minds when I wrote, “The fiction guest blogging audience most novelists don’t know about.”

The approach in that article applies to podcast interview opportunities, too.

In reality, most of what works for nonfiction book marketing also applies to fiction. Here are links to a few articles on this site as examples:

• “How to create book promotion quote graphics that help you sell.” Book promotion quote graphics — also known as “image quotes” and “quote cards” — are social media images that excerpt praise about your book. Use them on your sales pages and as social media content.
• “Why you need an audience waiting for your book.” Nonfiction and fiction authors alike will sell more books sooner if they invest in audience-building long before the publication date.
• “8 ways to leverage someone else’s network.” It’s a smart strategy if you want to sell more books or other products, build an email list, or increase your social media follower count.
• “How to promote your book with tip sheets.” A tip sheet is a press release that uses bullets or numbers to offer tips or advice. Scroll down to “Book publicity tip sheet topics” at that link for a fiction success story.

Mistake #2: Not using email marketing.

Email marketing is one of the most effective ways to:

• Build a fan base and stay connected to them
• Find beta readers
• Generate reviews
• Sell more books

And yet, many fiction authors avoid it.

Some are intimidated by the technology. Others are underwhelmed by the fiction-writer newsletters they subscribe to. And, when you don’t have good examples, it’s hard to get a sense of what you should do with your own newsletter.

I recommend subscribing to the newsletters of popular novelists to see how they handle it. You’ll discover a variety of approaches — and one of them might appeal to you.

You can’t ignore email any longer, so I hosted a “here’s what you need to know” training session with my email marketing service provider, Kit, a few months ago. You’ll find my training recap and a link to the entire webinar you can watch for free in “How to build a powerful author email list, step by step.”

Mistake # 3: Not connecting face-to-face with readers.

It’s certainly easier to just stay at your keyboard and write. What’s more, writing is a “come as you are” experience — bad hair days and sweat pants work just fine. 

Getting out and meeting people, on the other hand, takes planning, effort, and courage. Lots of courage.

But it’s worth it.

When you talk to readers face-to-face, you learn what they do and don’t like about your books.

You discover why they enjoy your genre and its most popular authors.

You uncover what is happening in their lives — gems you can work into your stories so they resonate with your fans and others like them. For example, you might learn that several of those you speak to have started making more time for exercise and fitness. Could that be something your next character does, too?

How to connect in person

The more you interact with your readers or those who read your genre, the better able you are to produce books they will love and talk about.

Here are a few ways you can connect with readers in person:

• Invite them to an in-person gathering to provide feedback. Author Chanin Kaye asked select people to read her book, then meet in her home for a group discussion. Kaye’s gathering was book-specific, but you can invite readers to discuss the genre instead of your books, too. Libraries and bookstores are good venues for this type of meeting.
• Plan a library or bookstore event with other local authors. Think in terms of a half-day mini-book fair that includes presentations on topics that would appeal to local book lovers or authors-to-be, how-to sessions, or question-and-answer panels. In other words, give people more reasons to attend than to peruse author display tables.
• Attend book festivals and events. Go local or consider attending one of the larger national or regional events, including the Brooklyn Book Festival, the Los Angeles Times Festival of Books, or the Northwest Bookfair. Talk to fans of your genre’s authors who are speaking or exhibiting while people are gathered in the function room before or after a genre author’s presentation or at their exhibit table.

What’s the biggest fiction marketing mistake?

The biggest fiction marketing mistake is not doing any marketing at all.

I understand how that happens — I truly do.

Maybe all you want to do is write. Or you fear coming off as a shameless self-promoter. Perhaps you don’t know where to start — especially if you have no marketing experience — so you just don’t.

You are the author I created “Book Marketing 101 for Fiction: How to Build Book Buzz” for.

With this self-paced, affordable e-course, you’ll learn how to create a book marketing plan — your blueprint — and discover which tactics will work best for your book (not everyone else’s).

In addition, you’ll learn how to execute the tactics you’ll use, whether it’s pursuing reader reviews, working with book clubs, or making sure your Amazon page is as good as it can be.

This is a written training program, making it ideal for people who prefer reading to watching videos when demonstrations aren’t necessary. Get all the details about this popular training program here.

What have you been doing to market your fiction that’s working for you?

(Editor’s note: This article was first published in January 2016. It is updated and expanded.)