Raise your hand if you really want to stop thinking about book marketing and just write your next book.

I don’t even have to see you to know lots of hands are in the air.

You could be suffering from the heartbreak of psoriasis book marketing overwhelm.

You’ve learned that it’s not enough to just write a book. If you want people to read it, you have to tell them about it.

And getting your book title in front of the right people takes time, knowledge, and effort.

Why you experience book marketing overwhelm

There’s so, so much you “should” be doing to promote your book (or so gurus, promoters, and other authors tell you …).

Are you feeling pressure to use TikTok? (I sure am.)

And don’t forget about Instagram! Oh, right, there’s Facebook, too!

What about those new social networks popping up — you’ll have to figure out how to use all of them effectively too, right?

Build an email list! Email marketing is where it’s at!

You have to get publicity in the news media!

Get out there with a virtual book tour!

Reader reviews! Get them! Then get more of them!

Be a podcast guest! How about creating and hosting your own podcast, too!

Create videos! People love watching videos!

Blog, blog, blog! Then write guest blog posts for others, too. Might as well blog on Medium, as well.

And this is just a start. There’s so much you “need” to do to promote your book.

Or is there?

Do you really need to be doing all of this? Do you need to do any of it? Can you do just some of it?

Pick just one …

Here’s an unexpected idea: How about picking just one tactic and mastering it?

Does that sound more appealing?

What’s that tactic, though?

… but which one?

Determine the single tactic you’ll master by spending a little time upfront learning which of the many options appears to be a good fit for:

• Where you will find the people who are most likely to read your book
• The time you have available for marketing
• Your skills
• Your personality
• What you enjoy doing

Find the intersection of where you’ll find your readers and what you enjoy doing and are good at.

It’s that simple.

If you’re shy, you don’t need to master public speaking simply because it’s a good way to reach your audience. 

Is writing your thing? (It’s definitely mine.) Building an email list and creating a newsletter for your readers makes sense. So does blogging and guest blogging.

If you love creating short YouTube videos for your young adult readers, figure out TikTok and share them there, too.

Master that single tactic

Then, when you identify that one tactic that puts you at the sweet spot where you’ll reach the right people doing something you enjoy, learn how to do it really well.

Learn how to do it better than anyone else.

Later, if you feel you can take on a second tactic, repeat this process. Learn how to use it effectively, then make things happen.

When you focus on a tactic you understand and enjoy, you’ll start to look forward to connecting with your audience in ways that support your overall author goals, not dreading it.

Permission to avoid book marketing overwhelm

Give yourself permission to find this focus so you avoid book marketing overwhelm.

Limiting yourself to one or two tactics while tuning out the rest (no matter what you hear from others) is liberating.

It will help put you in the mindset to write that next book while freeing up time for that project, as well.

And you’ve done it all while avoiding book marketing overwhelm.

What do you think of this idea? Would you like to master just one book marketing tactic, not all of them? Let us know in a comment. 

(Editor’s note: This article was first published in August 2015. It has been updated and expanded.)

. (Spoiler alert: I loved it!) I thought the “Dear Reader” exercise she described in the book was so important and helpful that I asked her to write a guest post about it. Fortunately for us, she agreed.

Tara Alemany is a multi-award winning author, speaker, business consultant, and publisher, as well as a serial entrepreneur. Although she’s started many businesses during her career, her favorite by far is Emerald Lake Books, which she co-owns with her best friend, Mark Gerber. This hybrid publishing company provides a unique blend of business coaching with publishing to help its authors succeed. Emerald Lake Books specializes in working with positive people who have an engaging, exciting or entertaining message to share.

Use the “Dear Reader” exercise to focus your book writing and marketing

By Tara Alemany

In October 2017, I heard Justin Spizman give a talk where he shared his “Dear Reader” exercise. A ghostwriter and book architect, Justin uses this exercise to help his clients clarify who their book is for early in the writing process.

When you have a clear picture of who your ideal reader is, it allows you to write specifically for them. But it also allows you to feel more connected to them and to write in a more conversational way. Because it’s less formal, it makes for a much more engaging book.

As a publisher, I have since adapted and expanded his exercise for our own clients.

The “Dear Reader” exercise

Here’s how you can do the Dear Reader exercise yourself. The idea is, you’re going to write a letter to your prospective new reader.

If your book is nonfiction, you want to provide answers to the following questions in your letter:

1. Who are you?
2. What is this book about?
3. What inspired you to write it?
4. Who will it help?
5. Why are you the expert on this topic?
6. What makes your book unique?
7. What promise are you going to make the reader?

If your book is fiction, the questions are slightly different.

1. Who are you?
2. What is this book about?
3. What inspired you to write it?
4. Why do you love this story?
5. What do you hope the reader will enjoy most about it?
6. What promise are you going to make the reader?

Whether you’re a fiction or nonfiction author, write the letter as if you’re speaking directly to that reader, using the first and second person (“you” and “I”).

The completed letter should only be two to three pages long, but it will help you gain clarity regarding the outcome you want for your reader.

Keep in mind, this is not a questionnaire. This is a letter you’re writing to a prospective reader. In it, you want to create a connection that demonstrates you know who they are and what their needs are, as well as why your book is the answer to what they’re seeking, whether it’s entertainment, encouragement, or enlightenment.

Test drive the letter

If you have a coach or someone you trust who can provide honest feedback, share the letter with them. You want to hone and refine the letter until you’re really clear about who the book is for and why this particular book will benefit them.

Your promise to the reader, should they invest their time and money in you, has to resonate as something that particular reader will truly want. Getting feedback from a trusted source for this refining process is crucial. If you find you want more help with this exercise, we are happy to guide you through the process and provide feedback. Simply book a time with us at elbks.com/reader-ex.

When the letter is ready, share it with your editor. This allows them to verify that you have delivered on your promise to the reader as they edit your manuscript, and ensures the book is as strong as it can be. At the editing stage, you can still make changes, if necessary, to help the book achieve your intended purpose.

Reaping the benefits

Here are some of the benefits that come from doing this exercise:

• You’ll have a clear picture of who your ideal reader is, what their needs are, and how you can serve them, which will help both your writing and your marketing efforts.
• You’ll have a better idea of what’s “in scope” for this book, and what material you should save for later use.
• It will give your editor a better understanding of what you hope to convey to your reader.
• Portions of your Dear Reader letter may work well as marketing material, cover copy, your book listing description, or an introduction to your book.

Simple, but not easy

I have to admit, writing my own Dear Reader letter for my book, Publish with Purpose, was an emotional experience. Writing the letter forced me to reconnect with why I was writing the book and who I was writing it for, instead of what it was that I wanted to write.

“What” is a very intellectual question. But “who” and “why” are all about the connections I was trying to make and the purpose I was trying to serve. And the answers to those questions reside more in my heart than my mind.

So when you do this exercise, be sure to give yourself some space and time to truly process it. I promise, it’s worth it and your readers will thank you!

Have you tried this exercise before? Did it help give you clarity?

P is for Periscope.

Periscope, all the rage among marketers and others today, can quickly trigger Shiny Object Syndrome.

If your inbox is like mine, you’ve received lots of messages telling you how amazing this new video tool is. (In four weeks, I’ve received 57 messages mentioning Periscope.)

This could be the only message you’ll get that mentions it but doesn’t say, “OHMYGOSH! You must check out Periscope! It is SO amazing!”

Why? Because this new video app from Twitter might not help you reach the right readers for your book.

Are your book’s readers using this shiny object?

Here’s the thing: You want to use book marketing tools and tactics that help you reach the people who are most likely to buy your book – your target audience.

If you know your target audience well – their age, gender, lifestyle, location, income, education level, social media habits, etc. – you will know if Periscope or any other cool tool will help you get in front of them.

If you don’t, well, you could be wasting a lot of time on Periscope or with any other shiny object, whether it’s podcasting, Goodreads, or Wattpad.

Answer these questions

Before you are distracted by the newest shiny object that everyone seems to be chattering about, ask yourself these questions:

1. Who is using this tool or service?
2. Who will I reach if I use it?
3. Is my target audience – the people who are most likely to love my book – using itl?

If the people using it are your target audience, it could be worth exploring. If the people using it aren’t those who will love your book, then keep moving along.

To prevent the many problems caused by Shiny Object Syndrome, you must know your audience and the tactics that will help you reach that audience. Spend some time learning more about how to determine your target audience and what you need to know to reach them.

What shiny object have you chased recently? Where did it take you?