DALLAS – Sparks of inspiration were in hot pursuit when indie authors gathered recently for a weekend retreat to learn of the latest trends in marketing and advertising their books. One sweet by-product of such a gathering always nets new story ideas. Where else can a roundtable discussion over the merits of TikTok ads morph into a full-blown story-vetting moment?
Though writing is intoxicating, it is essential to take a break and plan for what’s next on the horizon. Reality Check: Authors must remain current with book sales strategies. Since the core concept of advertising stays relatively consistent—selling a product to one who may or may not exhibit a desire for such—executing this feat is beastly in the age of digital platforms.
During Inkers Con 23, we learned everything from navigating Amazon’s ad bidding process to why e-mail lists still matter. But the most controversial topic, by far? You guessed it—Artificial Intelligence and how authors can navigate its looming presence. It appears to be an enter-at-your-own-risk sort of thing.
Here are my top five conference takeaways.
- Don’t Deny the Digital Age. Embrace It.
Social media is a tool that connects authors with readers. But it’s not a one-and-done process: don’t occasionally post, then ghost (toughest lesson for me). It’s imperative to connect with target audiences and keep the channels of communication active. Speaker Catharina Maura, a contemporary romance novelist based in Hong Kong, suggests that authors pay attention to posted comments from readers.
Book sales lagging? Readers not satisfied? Consider switching out the book cover that’s failing to deliver the goods, as promised, or risk dwindling sales.
2. TikTok (and its sister platform, BookTok) is not disappearing, unless there’s a federal mandate to toss it overseas and ban it forever.
So, in order to increase book sales, there’s no reason to refrain from exploring the tool that reaches millions of readers daily. There are many creative ways to capture a reader’s attention without posting exotic dance moves with a book in hand.
Authors need to stay true to their brand when posting on TikTok and remain guilt-free when relying upon stock images and videos.
3. Book blurbs will make or break book sales.
So, it’s ironic that many inkers struggle to write a captivating blurb after already producing thousands of words! Here comes Artificial Intelligence to the rescue, now easily accessible on apps like Chat AI. Enter the world if you dare. It won’t be difficult to discern the difference between the voice of your creative writing and the basic, bland AI-predictive text.
I’ve tried it. I hate it. Though I must admit there’s value in AI’s ability to shorten some tasks within seconds like creating headlines for a blog or composing an ad’s tagline.
4. Audio and Visual Media: neither are ships passing in the night.
Authors must adapt to reach their audience with audiobooks, podcasts, and video content. Video book trailers are more successful at reaching readers (odd, right?) Considering consumers will read the book. Or will they?
The explosion in audiobook sales may tell a different story.
5. Creatives need their tribe.
Since the time dedicated to creating Story is often an isolated experience, creatives need a tribe of supporters—anyone from a bestie who has supported the publishing dream, or a gathering of like-minded souls collected along the journey. Author tribes can generate from writing groups, which introduce new connections, and from online associations that may morph into genuine friendships. Once created, it’s important to nurture these relationships. And reconnect at annual writing/publishing conferences such as Inkers Con.
This is too tough of a trek to travel alone. Be creative and consider cross-promotions and joint marketing plans when releasing a novel that’s perhaps in the same genre as a fellow author.
Though A Southern Enchantress remains in its pre-publication formatting stages with its publisher, Atmosphere Press, I’m grateful for my action-packed weekend and feel like my author journey is officially beginning.
So, readers, where are you?
