When I met author branding pro Jessica Sorentino through a mutual friend, I knew immediately that she had lots of wisdom to share with you! Jessica helps authors – aspiring, debut, and repeat – elevate their name and build notoriety with readers through content and community. Between working at a Big Five publishing house and launching her personal branding and social consultancy, Jessica has made a name for herself over the past decade by educating hundreds of authors on how to make a name for themselves, too. She is the host of the soon-to-launch “Open Book” podcast, and founder of Turning Pages, a personal branding partnership program for authors. Be sure to subscribe to Jessica’s author newsletter (I did!) and follow her on Instagram.

Why authors need a personal brand: Advice on how to make it happen

By Jessica Sorentino

In today’s competitive and information-saturated world, authors must go beyond simply telling the stories in their books – they need to tell their own story, too.

This, my friends, is personal branding.

Every author should consider crafting a personal brand that resonates with their target readers and sets them apart in a crowded marketplace. Effective author branding not only increases visibility, but also fosters reader loyalty and trust.

Why authors need a personal brand

Here are more reasons why authors need a personal brand.

Differentiation

With millions of books published each year, standing out is a formidable challenge. Your author brand is your unique selling proposition, allowing readers to differentiate your work from the rest. A strong brand communicates what makes your writing distinctive and why it’s worth ending up on readers’ bookshelf.

Connection

Authors who build strong brands forge deeper connections with their readers. Readers don’t just want a book; they want an experience, and that includes a relationship with you, the author. Your brand is the bridge that connects you with your audience emotionally, making readers feel more invested in your work.

Credibility

A well-crafted brand builds credibility and trust. It shows that you’re not just a one-hit wonder, but a professional committed to your craft. Consistency in your branding and messaging reinforces this trust over time.

Marketing and promotion

Your brand serves as the foundation for your marketing efforts. It provides a clear direction for your promotional activities, making it easier to identify where and how to reach your target audience. It’s the magnet that attracts readers, agents, collaborators, and publishers alike.

10 steps to a personal brand

Sounds great, right? But how do you actually build an author brand? Let’s dive into tips to get started branding yourself today:

1. Know your audience.

Your brand is an equal combination of who you are in relation to your goals, and what your dream readers care about – shared in the places you can intentionally connect with one another.

Understanding your dream readers requires thorough market research and a clear understanding of who they are.

2. Define your unique selling proposition (USP).

What makes your writing unique? Your USP is the core of your brand.

It could be your writing style, your expertise in a particular genre or subject, or your personal story. This uniqueness is what will set you apart from the competition, and starts to build that emotional connection to your community.

3. Develop a consistent branding statement.

Develop a clear, concise branding statement that encapsulates your brand’s core values and what readers can expect from your work. This statement can serve as a guideline for your marketing and promotional efforts.

4. Craft a compelling author bio.

Your author bio should succinctly convey who you are and what you stand for. Highlight your accomplishments, experiences, and the essence of your writing. Make it relatable and engaging.

A general template to follow includes: who you are, what you write, and who you write for.

5. Be consistent across platforms.

Ensure consistency in your brand visuals, voice, and messaging across all platforms. This includes your author website, social media profiles, book covers, and promotional materials.

Consistency reinforces your brand identity and builds recognition and trust.

6. Engage with your audience.

Building a brand involves active engagement with your readers.

Respond to comments on your blog or social media, participate in discussions related to your genre, and create opportunities for meaningful interaction. Personal connections enhance brand loyalty.

7. Leverage content marketing.

Produce content that aligns with your brand values and appeals to your target audience.

This can include blog posts, videos, podcasts, or guest appearances on relevant platforms.

Quality content helps establish authority and reinforces your brand.

8. Be authentic.

Be genuine and authentic in your interactions and communications. Readers can spot insincerity from a mile away.

Authenticity is a cornerstone of trust-building, so find interesting and creative ways to connect while staying true to your brand.

9. Create a visual identity.

Your visual elements, such as a logo, book covers, and website design, should align with your brand’s personality. These elements are the first things readers encounter, so they should accurately convey your brand’s essence and be aesthetically consistent.

10. Be open to reinvention.

Don’t be afraid to evolve and adapt your brand as your writing and goals change. Rebranding can breathe new life into your author career and attract a fresh audience.

In an age where content is abundant and attention spans are limited, authors must go beyond the bookshelf.

With dedication and a well-crafted brand, you can not only thrive, you can also leave a lasting legacy in the world of literature.

Do you think authors should brand themselves? Why or why not? Please tell us in a comment.

I met Lara Ferrari, the founder of Lemon Friday, when we spoke at the same virtual summit recently. I’m always impressed by other speakers at these events, but Lara stood out. So, of course I asked if she’d like to write a guest post for us here!

Lara provides marketing support for authors who’d rather be writing. As an Instagram specialist, she has personally helped more than 100 authors grow engaged communities of readers online. Lara’s tips, tools, and templates are designed to simplify and streamline your book marketing so you can build book buzz online without sacrificing precious writing time. As gifts are her love language, she would like to give you a free copy of her 10-step Glow Up Your Instagram guide for authors! (I downloaded it as soon as I learned about it and I’m already working with it. Grab your copy!) 

The great Instagram glow up: Are you shining your absolute brightest?

By Lara Ferrari

Glow up /ɡloʊ ʌp/

(Also known as glow-up or glo up or glo-up)

Significant and positive changes made over time, resulting in an eventual version that’s better in every way.

Example sentence: “After finding her purpose, embracing her individuality, and getting seriously strategic about connecting with the right readers, her author Instagram account experienced a remarkable glow up, attracting a wave of new and engaged followers.”

Synonyms: transformation, evolution, elevation, blossoming, maturation

More than a makeover

Don’t confuse a glow up with a makeover.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.

An Instagram glow up is a gentler, more gradual, more genuine approach to improving your social media presence. Because it’s based on embracing and showcasing your unique brand of magic, the result is a transformation that’s not only long-lasting, but has a deep and meaningful impact on you and your readers.

After your glow up, not only will you attract more readers, but more of the right readers will immediately recognize you as their perfect match.

If this resonates with you and your author account, let’s dive into the 10 steps to achieve your Instagram glow up.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.Click to tweet

How to tell if your account is overdue for a glow up

First, let’s play a quick and easy game.

I’m going to give you a list of 10 statements and if any of them are true about your author account, you’re going to give yourself a point. At the end, we’ll add up your points and find out whether your author Instagram account could benefit from a glow up.

1. Your profile picture is not a clear and close-up shot of your lovely face.
2. Your username is hard to read or not obviously connected to writing.
3. Your “name field” is not being used or does not include words your ideal reader is searching for.
4. Your bio doesn’t make it clear what readers can expect from your account or give them an incentive to stick around.
5. You’re not entirely sure who you’re trying to attract… or what your main goal is.
6. You’re hiding your real self.
7. Your “aesthetic” feels messy, haphazard, non-existent, or just doesn’t match the style of your book.
8. You’re posting captions with zero strategy or end goal.
9. You aren’t using the Instagram “highlights” feature effectively.
10. Your own feed (the home page) doesn’t inspire you.

Now for your results…

If you scored 0 points:

Congratulations! Your Instagram is perfection – don’t you dare change a thing.

If you scored 1–2 points:

Very impressive. You’re basically an Instagram expert.

If you scored 3–10 points:

Welcome to the club! You are perfectly primed for an Instagram Glow Up. Read on.

How to get your Instagram account glowing

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!

This means standing out for all the right reasons and it’s where those 10 steps I mentioned come in.

No more hiding!

First of all, no more hiding behind profile pictures of books, or usernames and bios that don’t proudly proclaim your purpose as a writer or your true value to your readers. Standing out for the right reasons means creating a space your ideal readers want to hang out in.

In other words…

• Personalize your profile picture with a clear headshot because this creates a sense of familiarity and trust.
• Pick a memorable username that makes it clear you are a writer.
• Craft a bio that appeals directly to your ideal readers and lets them know what they can expect.
• Choose a visual style that fits with the overall “vibe” you want for your account.
• Create “highlights” that showcase your top Stories, neatly organized into collections so it’s easy for your readers to quickly find key info about you and your books.

These five steps are an excellent start to feeling glowy!

via GIPHY

Create deeper connections

But we’re not going to stop there. Remember: a glow up goes beyond appearances and creates a deeper connection.

In other words…

• Get super clear on “who your audience is” and “what your purpose is” so that every post, Story or Reel speaks to the right readers and gets you closer to your goals.
• Embrace your individuality and stop hiding those awkward, secret, quirky parts of you, because what makes you different is also what makes you special.
• Choose clear (and strategic) content themes to save you time, help you create engaging posts, and make sure you’re always getting closer to those goals.
• Re-introduce yourself and remind your followers exactly why they follow you by highlighting the value they get from reading and engaging with your posts.

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!Click to tweet

Find sources of inspiration

And finally, you attract more readers, create better content, and generally get more out of showing up on Instagram when you feel inspired, uplifted, and energized.

In other words…

• Cultivate a constant stream of creativity, passion, and expertise by “training” the Instagram algorithm to only show you content you really want to see by engaging with accounts you love – and unfollowing any you don’t!

Get your (free) step-by-step “glow up” guide

If you’re a visual learner or you just want a more detailed breakdown of these 10 steps to an Instagram glow up, you’re going to love my free “Glow Up Your Instagram” guide. This downloadable booklet has helpful examples, practical templates and step-by-step checklists to help you shine brighter and attract more of the right readers.

Let’s get glowing!

Where will you start your glow up? What do you think needs the most improvement? Tell us in a comment!

Today’s guest blogger is Wendy Raebeck, a frequent commenter here who always adds to the conversation with insights and wit. When Wendy commented recently about how she’s mastering Amazon ads so she can sell more books, I asked her to write a guest post about what she’s doing. In addition to being the author of eight books, Wendy has written more than 100 newspaper articles as a freelance journalist. A former actress and yoga instructor, she says her most formative and spiritual experiences involved living without electricity and running water on Spanish and Greek islands. 

Mastering Amazon ads one tweak at a time: One author’s success story

By Wendy Raebeck

Creatively, I’m a bit rogue. (Mom’s reply to my childhood questions was always, “Use your imagination.”) I design my own covers, don’t “write for the market,” love paperbacks, rarely do giveaways or big discounts, am totally DIY except for the obligatory edits, and price my books higher than most indies.

On the other hand, I seem more determined to cover all the bases than most.

Including “Ta Ta for Now – the Movie,” which I’m about to release, I have eight books out, and am here to report that there really can be a point where the head-bashing begins paying off. If you hang in.

Oh, you’ll still have a line-up of challenges! But if you roll up your sleeves, Amazon ads might possibly lift your spirits.

Mastering Amazon ads requires knowing your readers

Familiarizing oneself with the Amazon ad algorithms is pure grit – feels financially dicey, too – but for the more motivated among us (ideally, with more than one book out), learning the ABCs can take you higher.

My present focus with mastering Amazon ads is on “targeting” and “relevance.” Though this terminology is Advertising 101, the practical application demands a mental shift. As Sandra recently pointed out, it feels counterintuitive not to target “everyone.” Indeed, I always found myself defaulting to, “But how can I be sure Andy, my mechanic, wouldn’t love this book? He’s into all kinds of things.”

Our intuition prompts us to cast a wide net, because you never know. But “relevance” and “targeting” mean fishing for likely readers, not possible (or unlikely) ones.

Sure, as in dating, we could probably get along with almost anybody if stranded on a remote island…but readers aren’t stranded. They have choices.

So Andy reads about cars and motorcycles, not the high jinks of wily women. And even if every two-legged on the planet might, theoretically, enjoy my book (if forced at gunpoint to read it on a long flight), trying to re-route other-genre readers in hopes they’ll switch over is…less than strategic.

As I wrote in “Surviving Self-Publishing or Why Ernest Hemingway Committed Suicide,” “If your email list is comprised of 4th-graders from the class you teach and cab-drivers from your summer trip to Egypt, you’re off point. Think quality over quantity.” “Targeting” also acknowledges that “our tribe” isn’t an already-existing group out there, but non-existent until we create it.

Target with trial and error

So how do we “target”? No simple answer, but mostly through trial and error. As we try out different keywords, categories, and titles of other books (similar to our own in some way) in our ads, we study where shoppers are biting and where they’re buying.

And we eventually hone in on which bait or hooks (targets) are enticing card-carrying buyers to place orders.

With my hippie book, for example, I started out with keywords like “hitchhiking,” “wild and crazy,” and “free spirit.” But I learned these aren’t terms readers search for on Amazon. I’m better off jumping on the coattails of someone typing in “John Lennon,” “60s culture,” or, believe it or not, Prince Harry’s memoir. My buyers read memoirs, they don’t hitchhike.

Get my drift? Mind games. (But…Dad’s reply to my childhood questions was always, “You can figure it out.”)

Amazon ads help sell more books

So…we all know (or are) agoraphobic authors unwilling or unready to hit the ads trenches. But, sadly, in today’s publishing landscape, it’s pay-to-play. Jury’s not only in, it left the courthouse a few years back.

However, those willing to accept this woeful reality, and who possess the gumption/time/energy, can conceivably experience improved sales through advertising. Not high numbers necessarily, and not right off the bat, but an uptick! Not to mention genuine free exposure from thousands of “impressions” flashing your ads across Amazon.

In today’s publishing landscape, it’s pay-to-play. Jury’s not only in, it left the courthouse a few years back. ~ Wendy RaebeckClick to tweet

I’ve been doing Amazon ads two years now, summoned in by the endearing Bryan Cohen and his free course (that I’ve taken four times). I also follow Matthew Holmes, another stand-up ads guru proffering excellent tips in a weekly blog. Amazon ads, in my opinion, are impossible to master solo, and I highly recommend Bryan and Matthew (and others, too) as entry portals. (Bryan’s free course starts again April 19. I’ll be there.)

Once you’re a vassal in Jeff Bezos’ fiefdom – and have decoded your ads charts and created some campaigns – your biggest challenge will be juggling the dreaded “spend” vs. your bona fide sales.

Mastering Amazon ads means paying attention

Here, attentiveness and diligence are musts.

But this vigilance has kept me profitable from the start. Hey, don’t get me wrong, I’m by no means killin’ it, plus, I’m super careful, but my author aim has always been to just continue scaling profit while adding fun new books. I’ve met this goal since my first release in 2012 – assisted lately by the ads.

What sold me on mastering Amazon ads was when I let them lapse in September 2022 because I was too busy elsewhere. Guess what. My sales dropped off completely – not just Amazon e-book sales, but all my e-book and paperback sales from all venues! (The chart below reflects just e-book sales and just Amazon – but I sell more paperbacks than e-books, and my whole train stopped when I ceased my ads!)

What sold me on mastering Amazon ads was when I let them lapse in September 2022 because I was too busy elsewhere. Guess what. My sales dropped off completely. ~ Wendy RaebeckClick to tweet

After that, tracking and tweaking ad performance became a top priority, despite the tedium. Point is, if one can develop a patience variant heretofore unimagined, some know-how will follow, and things might percolate.

It’s a pay-to-play publishing world

I’m writing this because I believe authors (especially multi-title ones) must grasp the pay-to-play paradigm self-publishing has morphed into. Despite the overwhelm, old hat to you anyway, I don’t see any other avenues through today’s crowded marketplace. (Except Facebook – where your servitude is to Zuck instead.)

C’est la guerre. Our best approach, I think, is to make marketing fun. And, though the advance team has long advised precisely that, it still takes ages to embrace it – “Oh-h-h, like actually enjoy myself? Hmm.”

Yep, jump in the pool.

And jump into my tribe; check out the escapist literature at WendyRaebeck.com and sign onto my email list there (get two free stories). If you’re an appropriate reader, that is. Oh, okay, Andy, if you insist.

Do you have questions for Wendy about her experiences with Amazon ads? Please ask them in a comment. 

Our guest blogger today is Randi Minetor, the author of more than 80 books, including seven in the Death in the National Parks series—nonfiction books about people who visit national (and some state) parks and do not survive the experience. She also writes about U.S. travel, hiking in New York State, birds, nature, historic cities, and a wide range of general interest topics. Be sure to read Randi’s other articles here, “I wish I hadn’t done that: Tales from the book promotion road” and “Amazon sales rank: What the heck does it mean?“

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Can a Facebook ad really sell books? One nonfiction author says “Yes!”

By Randi Minetor

Minutes after I created my Books by Randi and Nic Minetor business page on Facebook, I started receiving messages encouraging me to “boost” a post by making it a paid advertisement.

I dismissed the idea at first. The common wisdom I’ve heard since the 2002 release of my first book is that paid advertising doesn’t sell books.

The world of social media, however, gives us a whole new perspective on advertising, turning it from a broad-spectrum, mass-market enterprise into a highly targeted messaging system.

With that in mind, I decided to give a Facebook ad a whirl to promote my latest nonfiction book, Death in the Everglades: Accidents, Foolhardiness and Mayhem in South Florida, to see if I could raise its visibility during the holiday season.

Creating a Facebook ad, step by step

First, I used the book’s promotional copy to create a post on my page,  For the image, I used MockupShots, the wonderful tool Sandra Beckwith recommends that drops a book cover into any of the thousands of templates available on its site.

The click-through “call to action” went to the book’s page on Amazon.

Once I clicked “Boost Post,” it took me to the Create Ads page. I added a “Shop Now” button and moved on to the most critical part of the process: selecting the audience.

Here’s where Facebook advertising offers advantages I have not found in other online ad programs. Facebook suggests what it calls an “advantage audience” that it selects, but this is likely too broad for most books.

Instead of using this default, I selected that advantage I mentioned, “People you choose through targeting.” That allowed me to create my perfect niche: people ages 18 to 65+, living in Florida, who have expressed an interest in the Everglades, South Florida, camping, hiking, outdoors, hunting, or national parks.

Next, I chose my daily budget. I started conservatively at $12 per day for 10 days.

Facebook told me that about 1,800 people per day would see the ad. Advertisers only pay for the actual clicks on the ad, however, so I thought it very likely that this would not cost me much.

Results and tweaks

So you can imagine my surprise when I launched the ad in early December and the numbers started to come in.

In the first seven days, nearly 30,000 people saw my ad, and 408 clicked on the link. I watched my Amazon ranking numbers rise out of the basement, and the book became #1 in the Miami Florida Travel Books and Florida Keys Travel Books categories.

With 12 days to go before Christmas, I decided to run the ad again, right up through December 23. This time, I looked at the graph provided in the Ad Center and found that nearly all of the audience who interacted with the ad were older than 40—so I adjusted my audience target accordingly.

Fewer people—19,300—saw the ad, but the closer targeting generated twice as many clicks (see below).

When I looked at my actual sales on Bookscan a week later, more than 400 copies of Death in the Everglades had sold in just three weeks. (By contrast, other books in the series usually sell about 30 copies per week during the holiday season.)

Equally important, the momentum continued into January. People shared the ad on Facebook nearly 100 times, so it has continued to enjoy robust sales—especially rewarding for a niche book about true crime and accidents in South Florida.

And all it cost was about $270.

Pro tips for a Facebook ad that will sell books

I learned a lot through this process. Here are my five top tips for creating Facebook ads that sell.

1. Put your book cover in a great environment.

Displaying your book cover on a plain white background won’t make the book look exciting and special.

Thanks to MockupShots, we don’t have to spend a small fortune or a long afternoon photographing our books in movie-set conditions. It took me ten minutes to browse and pick an engaging template.

2. Punch up your sales text.

This came easily to me because I used to run an advertising agency, and I spent much of my career writing marketing copy.

I took the book’s back cover copy (which I had written) and boiled it down to a few clipped, declarative sentences with a throat-grabbing opening. You’ve got maybe three seconds to catch the eye of a reader scrolling through Facebook, so make that first sentence count.

3. Location, location, location.

Define your audience first by geography if you can—where the book takes place, or where your most avid readers may be clustered.

Ads that target the entire U.S. will not be effective at $12 per day—you’ll need to spend a lot more money to reach enough people to make a difference. Try to narrow that geography.

4. Target your readers.

Facebook is all about uniting people with similar interests, so use that to your advantage.

You can type in any topic to find your people: book genres (romance, fantasy, travel, true crime, etc.), hobbies, interests, professions, travel preferences, political views, religions, or other categories relevant to your subject.

Knowing your ideal audience’s age range can help as well—that turned out to be my biggest success secret. The more you can pinpoint your niche, the more effective your ad will be in reaching your target.

5. Set a realistic budget.

You can decide to spend as little as $1 per day, but don’t expect results from such a small expenditure. I found $12–$15 per day for 10 days to be very effective for a book with a fairly narrow audience.

If you’re promoting a book with a much broader reach, it may take more money to find them. Keep in mind that if the ad doesn’t seem to be helping you sell books, you can halt it with a single click and not spend another penny.

My nearly effortless ad campaign has given Death in the Everglades the visibility I need to peddle it to podcasts and blogs throughout the state.

The bottom line: If you know your audience well, you can reach a very specific group fairly economically using Facebook ads and see your sales rise.

Have you used Facebook ads for your book? What did you learn from the experience? 

Last month, Amy Rogers Nazarov instructed us on how to engage followers on social media in her inspiring article, “Let’s get engaged: How to use social media effectively.” That was such a hit that I invited her back! This time, Amy’s addressing an issue some of you might have in common with me: How to get comfortable being on camera in social media videos. 

Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Amy’s byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her articles here helpful.

Video camera shy? Try these expert tips from a top social media pro

By Amy Rogers Nazarov

One day last week I coached three clients on posing and speaking for my smartphone camera so I could build up a little bank of content to draw upon for various social media purposes.

Two are in the home renovation world, the other in performing arts. Each is a confident, accomplished, expressive person thriving in their respective industry.

Yet when I told them we’d be generating video for their social media feeds, dismay flashed across their faces. (The good news is that as I coached them, they all relaxed into the process. We had some fun with it, and I got what I needed. Here’s one of the results.)

Feeling vulnerable?

I tell you this to remind you that if you feel vulnerable trying to make a TikTok video about your release date, or to participate in an Instagram Live with your agent, you have lots of company!

Number one, most people feel anxious at first when showing their voices and faces on social media.

Number two, with practice, you won’t always feel that way.

And number three, nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you.

Nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you. ~ Amy Rogers NazarovClick to tweet

3 steps to camera confidence

Ready to feel less video camera shy? Feeling confident on camera will actually make the time you spend on social more fulfilling.

Here’s a step-by-step plan to help you grow your confidence and get comfortable showing up on social media.

1. Start small.

Think of a topic you know inside and out: why you decided to self-publish, the benefits of publishing on demand, why you love to write at your kitchen table, the best YA book you ever read.

2. Rehearse.

Jot down a few lines about this topic, no more than three to start. Read them aloud in a conversational tone, as many times as necessary to sound fluid and conversational. Try speaking into the mirror or to a friend.

3. Speak on camera.

Use your phone’s reverse feature to train the lens on yourself and capture a video of you speaking the lines. Play it back, checking for good eye contact with the camera and that there are no visual distractions in the background. Re-record as needed.

Pro tip: Make eye contact with the camera lens, not with your own reflection. That way it will appear that you are speaking directly to your listener.

Getting on camera, without getting on camera

To get my clients comfortable with this, I suggest they try a couple of approaches that help them slowly move into that full-on, talking head visual that so many are so good at, but others find intimidating. Here’s what I recommend to them and you.

Start with stills.

Just as you walk before you run, try sharing a selfie before a video clip of you speaking.

Partially obscure your face.

It might feel less intimidating to peek out from behind a prop – an N95 mask, a hat, a plant, a laptop lid – in your first selfie or first video.

Blur it.

Tilt Shift, Portrait mode and other settings allow us to make part of our image blurry, while rendering another part more crisply.

Voiceover.

Many social media platforms have a voiceover feature that let you narrate a process – reviewing galleys, say, or writing an outline for an article, making your morning coffee, taking your afternoon stroll to clear out writers’ block.

Props for props!

Speaking of props, they tick a lot of boxes. Just a few:

They add instant flavor and personality to your social media content. How about:

• A hat or other article of clothing
• A mascot, like a pet or a goldfish
• Something that reflects your brand colors
• The cover of your last book

They can convey a message without your having to say it aloud. How about:

• A political poster, current or vintage, that hints at or makes obvious your affiliation
• A religious symbol
• A view out your window to the city or rural setting where you live or work

They can be used as a signature piece in all your content for continuity. Consider:

• A slogan
• A sign
• A memento
• A location
• A piece of wall art

Breathe!

Whatever method you use as you begin to show your face little by little on your feeds, a key thing to remember is one of the simplest, and that is this: Take a deep breath. You’ve got this – or, perhaps more accurately, you will get this.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media. ~ Amy Rogers NazarovClick to tweet

Remember: your followers are already interested in you and what you have to say. As you let them see and hear you, the quality of your interactions with them will only grow richer.

Are you using video in your book marketing? Tell us about it in a comment! And if you aren’t, what’s holding you back? Maybe we can help.

I was so impressed with Amy Rogers Nazarov when we were on a DIY book marketing conference panel together last month that I asked her to write a “how to master social media” guest post for us. Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Her byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her article helpful.

Let’s get engaged: How to use social media effectively

By Amy Rogers Nazarov

Today’s authors and writers have available to them a free and fantastic tool their counterparts a generation ago could only have dreamed of.

It is a bottomless resource of inspiration, prospective readers, generous colleagues, tips on editing and selling, leads on relevant podcasts, and a great deal more.

This free tool is social media.

And whether or not you are just beginning to explore it or have been making TikToks since the platform launched, I promise you that by intentionally engaging with followers on any social media platform, you will derive a host of benefits, from unexpected support from strangers to an idea for your next book.

What is “engagement?”

Let’s talk about that word “engagement” for a second. This is the key to all of the potential goodness waiting to be unlocked. What exactly does engagement mean where social media is concerned?

I’d sum it up this way: When we engage with others on social media, we are being a bunch of different things, such as:

• Responsive
• Conversational
• Reflective
• Curious

We are also doing several things, such as:

• Teaching
• Guiding
• Questioning
• Connecting

The dreaded boring dinner party guest

Yet in the absence of these behaviors and traits, we show up on social media as a virtual version of the tedious guest you hate to be seated next to at a dinner party: the one who goes on and on about their projects, their successes, their goals, their relationships, etc. and never once asks you about yours.

via GIPHY

It’s the kind of individual that has you dreaming up excuses to leave the gathering early. (“Sorry, Sheila, but I just got a call that my parakeet somehow escaped her cage, Gotta dash…”)

Ugh.

Online or off, don’t be the person that drives away dinner guests – or followers!

Trust me when I say your Instagram gallery or your Facebook page or your Twitter account will be much more fun to read, follow, and maintain when you are doing and being the things I just listed.

Like, comment, share, save

In practice, then, what does engagement look like?

It looks like answering a poll question on Twitter when an editor you follow posts it. It looks like weighing in on the pros and cons of newspaper paywalls, or on mergers in the New York publishing world.

Perhaps it will simply be saving an Instagram post that resonated with you to read more carefully later (note: Instagram lets you organize saved posts by topic, which makes them much easier to locate later.)

Engagement looks like following authors in your genre, or in the genre you aspire to. It might be posting thoughtful questions when an agent hosts an Instagram Live. It might be taking a stab at answering a question someone else posed.

Quality engagement = quality conversations

Through this type of engagement with others, you might be pleasantly surprised at the quality and depth of conversations with strangers as passionate about a topic as you are – and conversely disappointed by the lack of engagement with people you’ve known forever (one of my key arguments for only following, on any social platform, people and organizations who are squarely in your niche, not your Uncle Vernon. Save following him for your personal accounts!)

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor.

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor. ~ Amy Rogers NazarovClick to tweet

Generating content vs. engaging

My rule of thumb for the amount of content you create versus the amount of content you engage with: 1 to 5.

For every carousel ad you generate on Facebook, for every Reel you make on Insta, leave a comment, question, query or opinion on five other accounts. Not just strings of emojis, either, cute as rows of hearts and puppy faces may be. Type in actual words and sentences! As writers, this part should come pretty easily to us.

By the way, when followers engage with content originating from you, and you comment on their comments or answer their questions, that, too, counts as engagement!

Keep the conversation flowing in a couple different ways:

• Don’t “post and ghost.” Check back within a couple of hours on your latest posts to see if it has elicited responses from followers.
• Each time you add a comment, toss in a related question. “I see you’re a fan of Stephen King. What newer horror authors do you enjoy?”
• Loop in someone else. If you’re a food writer chatting with a journalist who covers the local food scene, tag a chef you know and invite them to join the conversation. You never know what kind of synergy this kind of additive approach to an online conversation will have.

Set a timer for 10 minutes

One of the best things about spending time on social media intentionally engaging with others is it will make your time there feel less burdensome and more serendipitous.

Try engaging for 10 minutes a day, maybe 15; set a timer if you have to in order to guard against slipping into a passive scroll.

I get that many people don’t like social media.*

While it’s certainly not without its problems, social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects.

Social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects. ~ Amy Rogers NazarovClick to tweet

Go engage with a few of them today, and for the next month or so, and see what kinds of inspiration and connection you can discover. That might even convince you that it’s worth it to master social media.

What works best for you on social media? Please tell us in a comment.

(*Editor’s note: If, in spite of this excellent advice, you still have no interest in social media, take a look at my short training program, Book Marketing Without Social Media, on the Writing Blueprints site. They’re offering Build Book Buzz authors a $10 discount.)

While Amazon doesn’t let you pay for reader reviews, you are allowed to pay for and share a professional book review. To help you avoid getting ripped off, I asked my friends at BlueInk Review for advice on how to identify a legit review service. BlueInk Review offers objective reviews of independently and traditionally published books. Its reviewers are writers largely drawn from major mainstream publications such as The Wall Street Journal and The Washington Post, and notable blogs, as well as editors from respected publishing houses. Select reviews appear in Booklist magazine, a highly respected review publication that reaches 60,000 librarians. Our guest blogger is Patti Thorn, a managing partner at BlueInk. 

Paying for a professional book review? Here’s how to avoid getting ripped off

By Patti Thorn

You’ve written your book and now – deep breath! – it’s time to get it reviewed. This can seem a daunting process: Who do you trust with a book you’ve been working on for months and even years?

Fortunately, there are many legitimate review sources who can provide carefully considered, professional reviews, including review companies that charge a fee and guarantee a review for most types of books. This makes it as easy as sliding your book in a mailing envelope or uploading your PDF.

But, as in every field, there are also scammers willing to take your money and provide a substandard product that will do you little good in convincing readers to buy your book, let alone persuading bookstore owners and librarians to stock it.

Legitimate review source…or not?

7 questions to ask

So, how can you tell the difference between legitimate paid review sources and fakes?

Ask yourself these seven questions.

1. Is the review source respected and well-known in the publishing world?

Sure, you can get a review from Joe Blogger who has a following of five people, but if readers don’t know the name, they aren’t likely to put much trust the review. Spending your money with a company or blogger that has name recognition and a proven track record is a better investment.

2. Does the professional book review company tell you who their reviewers are and what qualifications they have?

Some companies recruit the neighbor next door, the friend at a book club, the sometime-blogger who wants a little extra cash.

But reviewing is a difficult job that requires real expertise.

The neighbor may love to read, but does she have enough background in a specific genre to know when the author has met the requirements of the genre or cleverly broken the mold? Can she articulate what is right and what is wrong with a book in a way that readers and the author will clearly understand? Can she be objective with a book that she might not normally read, seeing its value for others?

This is not a hobby. It’s a profession.

Be sure that the reviewers can live up to these standards. Look for reviewers that have written for mainstream publications or reputable websites, edited for publishing houses, published books of their own, or have expertise in a specific subject matter.

3. Is the company offering customer reviews that they promise to post on Amazon?

Everyone is looking to get reviews on Amazon. But buying customer reviews is against the site’s policy and a sure way to ruin your reputation and get you and your books kicked off that important retail site.

4. Are the reviews accepted by Amazon and Barnes & Noble in their editorial review slots (vs. the consumer review section)?

Professional reviews are eligible for placement in the editorial review sections on Amazon and Barnes & Noble’s site. This indicates a higher level of trustworthiness than reviews that run in the customer section.

5. How much does the company charge for a professional book review?

Of course, it’s great to get a review for $50, but that’s barely enough to keep a company running, let alone pay reviewers a fair sum. While no one is going to get rich writing reviews, legit companies pay reviewers and themselves, which will be reflected in the cost of the review.

6. Who are the people behind the company?

Do they have experience in the publishing world? Running a professional review service requires background knowledge of the industry and experience in matching books to the right reviewers.

You also want a service that can edit reviews for fairness and balance.

7. What is the quality of the reviews the company has provided in the past?

Are they well-written: articulate, concise, well-organized, and clear? Do they offer coherent, easy-to-follow summaries of the book? Do they support their criticisms with examples from the book?

Check the website for previously written reviews.

Beware of reviews where the critic makes broad statements that seem highly personal, rather than well-considered. For example: “I didn’t like the characters,” is a far different from “The characters seem stereotypical and flat, displaying either all-positive characteristics or all negative.”

“Beware of reviews where the critic makes broad statements that seem highly personal, rather than well-considered.”

Additionally, if all the reviews are positive, this isn’t a review company, it’s a flattery factory.

Legit companies offer as many reviews that are mixed and negative as they do positive ones. That’s because it’s hard to write a great book – and most books falter in one area or another.

What’s on their website?

Click around the professional book review company’s website with these questions in mind:

• Are reviewers and their qualifications listed?
• Can you see other reviews?
• Is the price clearly designated?
• Does the site display detailed testimonials?
• Does the site explain where the reviews will be seen?

Remember, when it comes to your book, not only are you looking for a review that will help you market your book, you are also looking for constructive feedback that you can trust.

While everyone dreams of a rave review, one that offers honest constructive criticism can be a godsend in the long run.

For that, you need the real thing.

Have you paid for a professional book review? Tell us about the experience in a comment. 

When “good enough” is not good enough

By Julie Isaac

I recently took an author up on his free print book offer.

I also bought the “upsell” or “order bump” – the special offer presented to me after I completed the form. It was a $20 printed journal (I love journals) based on the book.

While I liked what the book had to say, the journal was another story. It consisted of seven sheets of standard 8½ by 11-inch paper encased in a cover. And of the 14 pages of content, eight were exactly the same.

Price and value

I’ve certainly purchased products before that I didn’t think were worth what I paid for them.

I remember a $47 purchase that I thought was overpriced but would have seemed perfect (to me) at $27. But even though it felt like I’d paid too much, it was still valuable information and I didn’t regret buying it.

This purchase felt different, though.

When good is good enough

I’m a big believer in the idea that quality matters.

That’s because a great book or product creates dedicated fans who want more from you. That leads to long-term success, whether that means they end up buying other books you’ve written or additional products and services related to what your books teach.

So, if perfectionism (or anything else) is keeping you stuck – if it’s stopping you from putting yourself, your books, and your products out into the world – then you’ve got a problem. In that case, if the book or product that isn’t as good as you’d like it to be, but is as good as you can make it at the time, publishing is an important step forward.

Good is good enough in that case.

How “good enough” works in your favor

Even though your book isn’t everything you’d envisioned, publishing it may be just what you need to help you break through a creative or emotional block.

You’ll also gain valuable insight from the feedback you get from readers, as well as from going through the full publication and sales process.

Your next book, product, or course will be better for having had that experience.

When you’re not helping anyone with “good enough”

The free book I received had tons of exercises in it, which the author could have easily used to flesh out the accompanying journal. Yet, for whatever reason, he chose not to.

A longer journal would still have been relatively simple to create. It would have been so much more valuable and supportive of the print book. And, it would have reinforced the book’s primary goal, the outcome it wanted to help me achieve.

For me, this is a powerful example of when being “good enough” is not good enough.

Yes, he got an extra $20 from me, which helped him cover the cost of printing and mailing the book as well as paying for advertising. But he also lost a lot, because I will never give that man another penny of my money. I won’t register for any online course; I won’t pay for coaching.

If he thinks it’s okay to give so little value for “only $20,” will he also think it’s okay to deliver little value for “only $200” or “only $2,000?” Think of all he has lost financially because of that substandard journal.

And we’re in the same niche. While I won’t publicly shame him, I also will never recommend him to my thousands of followers. If anyone ever asks me what I think of him, I’ll be honest.

Content that helps readers makes a lasting impression

To be clear, quality is not about volume. My problem with the journal isn’t about the number of pages.

I’ve known people who’ve sold information that fit on just a few pages, and no one felt cheated because the information was so helpful. In fact, many people teach courses on creating “tiny offers,” but they emphasize making these brief and low-cost products highly actionable and truly helpful.

When you can help your readers solve a problem or achieve a cherished goal, they’ll remember you.

When you can help your readers solve a problem or achieve a cherished goal, they’ll remember you.Click to tweet

Learn to recognize the difference

While I encourage you not to let perfectionism stop you from publishing and putting your work out into the world, whether it’s a blog post, a book, or a course, it’s also important to – as best you can from where you are – strive to be helpful and deliver real value.

The idea that “good enough is good enough” is meant to free you from whatever’s keeping you stuck, not give you permission to cut corners and prioritize fast and easy over providing quality content.

The idea that “good enough is good enough” is meant to free you from whatever’s keeping you stuck, not give you permission to cut corners and prioritize fast and easy over providing quality content.Click to tweet

It’s up to you to find the sweet spot that allows you to publish valuable content that you feel good about in a consistent and timely manner.

How do you tell the difference between “good enough” and not yet “good enough?” Please tell us in a comment.

Our guest blogger, Milan Manko, is a senior book cover designer at MiblArt, a book cover design company for self-published authors. MiblArt believes that book covers are your number one marketing tool (and I agree), so the firm’s cover designers help authors get the most out of them. Connect with them on Facebook, Instagram, and Twitter. 

(EDITOR’S NOTE: From July 12-19, 2024, get 20% off a MiblArt cover package with coupon code SANDRA20 at checkout when using my compensated affiliate link.)

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Why DIY book covers kill your sales and how to choose a professional designer who will hit the mark

By Milan Manko

According to a Written Word Media survey, 53% of indie authors work with a professional designer on their book covers. The data isn’t surprising because in terms of return on investment, covers remain one of the most effective book marketing tools.

Why is a book cover so important today? How can you find the best designer for your book?

Let’s answer both questions so you can better manage your book investments and get a cover that will help you reach your readers.

Why is it important to have a professional book cover design?

A Panorama Project survey concludes that to target the majority of U.S.-based avid readers, authors should focus on online marketing, family-friendly book events, and distributing their books to brick-and-mortar stores. And it won’t be effective without a professional book cover.

Here are a few reasons why you need to hire a professional book cover designer and not design a book cover by yourself:

1. A designer knows how to create an unforgettable first impression.

The cover art should grab a reader’s attention even before they’re able to process the image. It’s all about the initial impulse that will urge people to learn more about the book.

2. A designer analyzes the book market and your genre.

Clear genre signaling is vital for marketing as people often look for new books by genre – and Panorama’s survey proves it. So, a cover that quickly conveys its niche will be ahead of the competition.

Each genre, each subgenre, and each particular author have unique audiences with unique preferences. And only with a professional book cover will you draw the audience you need.

3. A designer knows how to work with typography.

Bad typography can ruin even the most beautiful book cover art. DIY book covers often have inappropriate or unreadable fonts that clash with the art. A book cover designer knows how to make typography pop.

So, a professional book cover requires good knowledge of typography, composition, color theory, and industry trends, and the ability to create immersive visual storytelling.

In other words, finding a beautiful stock photo and slapping a book title on top doesn’t cut it. You need an experienced book cover designer for this job.

How to find a good book cover designer

One of the most reliable ways to find a good designer is to ask your fellow indie authors with covers you admire who designed their covers. They won’t leave you hanging!

One of the most reliable ways to find a good designer is to ask your fellow indie authors with covers you admire who designed their covers.Click to tweetIf you have nobody to ask, research is your only option. Create a list of companies or freelancers to choose from. And here’s what to do next.

Check customer reviews.

Experienced designers should have at least some customer reviews or testimonials from authors. If reviews are on social media pages, you can easily check whether the people who left them are real.

View examples of book covers in your genre.

A designer who makes amazing romance covers may struggle with science fiction or fantasy. Or a designer can make dull romance covers but create gorgeous nonfiction designs. Ensure the designer’s portfolio proves their savviness in your genre.

Ask about their book cover design process.

The quality of the design process determines the quality of the result.

For example, a good cover design process can look like this:

1. A call or a questionnaire to determine the author’s requirements, references, story concept, and visions of the cover
2. Negotiating payment terms
3. The first draft
4. Several rounds of revisions
5. Final cover art

A good design process is systemic and deliberate.

Ask about the number of revisions (and whether they’re included in the fee or extra).

Like it or not, revisions are an integral part of the design process. Ask your designer about the number of revisions included in your fee and specify in what cases you have to pay extra for them.

Also, find out what exactly counts as a revision. For example, some designers do only minor revisions for free (such as changing the font, adjusting the text position, etc).

In most cases, designers are okay with more complex revisions too, as long as they come during first drafts when they’re easy to make. So, it’s your responsibility to spot any inconsistencies early.

Ask about copyrights, license, and source files.

To avoid legal troubles, ensure that designer uses official sources for their visual materials so your future cover doesn’t violate copyright laws.

In addition, you should ask what type of license you’re purchasing and how many e-books and print books you can sell.

Also, ask if the designer gives you the source files. Note that most of the designers don’t give source files or if they do, they charge a fee for them. Some designers can provide you with flattened source files with editable text in PSD format.

Agree on deadlines and payment.

There are a few things you should ask about pricing policy and deadlines:

• Does the designer charge in advance, and if so, how much? Half of the fee is a comfortable maximum in case of complex works with illustration, for example.
• What about a refund? Is a refund partial or complete? In which cases does a refund apply? Ideally, you want a refund if the cover is bad quality or doesn’t meet your initial requirements.
• How long will it be before you receive first drafts and a final design? You need to ensure you’ll get the design in time to launch your marketing campaign.

The designer and author synergy

The rest is up to your chemistry with a designer.

You need to feel comfortable and trust their opinion. All in all, designing a book cover is a job for two people: You exchange ideas, experiment together, and share feedback without worries.

We hope you’ll find a cover design partner with whom you’ll have perfect synergy. Good luck!

Do you love your book cover? Tell us why in a comment!

How to create a reader profile (and why you want to)

By Alicia Dale

Having a clear understanding of the audience for a book will help the likelihood that it will be read.

A writer can get that clarity by creating a written reader profile based on information they gather and analyze.

Understanding the target reader is especially important for authors who want to self-publish and will be doing all of their book’s marketing and promotion on their own, at their own expense.

Reasons to create a reader profile

Having a solid perspective of who the reader might be can help minimize writer’s block.

Writers sometimes struggle with what to communicate. Envisioning the ideal reader and how they will receive the information is a tactic that can help ease creative barriers.

Writers sometimes struggle with what to communicate. Envisioning the ideal reader and how they will receive the information is a tactic that can help ease creative barriers.Click to tweet

Reader profiles also create focus. When the writer is at a crossroads of whether or not to include specific information, asking if the ideal reader would value the information provides the answer.

Who will the book help?

Developing a reader profile can be a really fun exercise. The first step is to think about who this book is intended to reach.

Being able to clarify what the book is about in one or two sentences is helpful with this. For example, an author may be writing about the health benefits of broccoli. The purpose is pretty straightforward; this author contends that broccoli will promote good health.

The next question is to identify who would want to read a book about broccoli.

What type of work might they do? Brainstorm a list: health care professionals, chefs, home cooks, farmers, vegetable gardeners, food scientists, and nutritionists.

Getting specific with targeting

Now that the author has a better picture of who might want to read their book, they need to decide who they would like to target. For example, a book about the health benefits of broccoli will be a little lighter in tone and content for a home cook than one written for a food scientist.

If they choose that they would like to pursue the home cook audience, they can continue developing their reader profile.

Does the home cook have a day job, or is cooking their full-time job? Would this person grow their vegetables in a home garden? What cooking shows might they watch? What demographic might be interested – gender, ethnicity, age?

Will the book be marketed in more than one country?

Answer the question of why your ideal reader would want to read this book. What would they hope to gain from it?Click to tweet

Questions to ask

A writer can get creative with reader profiles. Start brainstorming about the characteristics of your ideal reader:

• Personal information: Do they own a car? How do they commute? How do they live or work? Are they well-traveled?
• Personal preferences: Do they live in a house, rent, urban environment, suburban area, the country?
• Family information: is the ideal reader most likely single, married, in a partnership? Will they have any spiritual or religious affiliation?
• What do they look like? You can search pictures on the internet of what your ideal reader might look like and write specifically to them.

Use AI to help visualize your ideal audience

You can collect photos of who your ideal reader might be using photos generated through artificial intelligence.

Generated Photos will allow you to access more than 2 million photos of people who don’t exist.

Of course, you can always go through magazines and create an old-fashioned collage of people who might be interested in your book. Either tool should be fun and spark inspiration.

Reader profiles for fiction

With fiction, it’s essential to understand what will appeal to the ideal audience, how to relate to them, and how to engage them with the story.

Young adult fantasy, for example, will appeal to teenagers from 13 to 18 years old who enjoy magic. Think about these readers:

• Where do they go to school?
• How are they adapting to remote learning?
• How do they read books – digital or print?
• What music do they listen to?
• Do they have favorite clothing brands?
• Do they follow sports teams?
• Do they date?
• Are they popular?
• Are they introverted?
• Are they artistic?

Understanding the audience will provide clues into how to write a story that will have realistic conflicts and opportunities that are available in the readers’ lives.

Understanding the audience will provide clues into how to write a story that will have realistic conflicts and opportunities that are available in the readers' lives.Click to tweet

Reader profiles will help your book sell

In either scenario, the health benefits of broccoli or young adult fantasy, understanding the reader will help the author to pinpoint where to market their book.

For example, the broccoli book author could market to home cooks by purchasing a table at a home cooking convention. They might do Facebook live promotions or sell their book in boutique grocery stores.

Young adult fantasy authors may pay special attention to what will grab their audience with book cover design, creating enticing giveaways, and crafting captivating social media posts.

Applies to all publishing models

Whatever path to publishing an author chooses – traditional, hybrid, or self-publishing – they will be responsible for marketing their book. A thorough reader profile will take some mystery out of reaching the audience when the time comes to promote the book.

Have fun with it. When you’re thinking of your reader, imagine they love the content and it was just what they were looking for! I assure you that the targeted reader is waiting for your book.

I strongly encourage any writer to develop a reader profile to inspire content development, guide clarity in writing, and increase sales.

If you created a reader profile for your book, how did it help you? Please tell us in a comment.