It’s always been hard to get your book discovered, but with the growth of self-publishing, it’s even more difficult.

UNESCO estimates that globally today, 2.2 million new titles are released every year.

Yowza.

In today’s saturated market, understanding how readers discover books can make a significant difference in your success. The more you know about this, the better able you are to focus your efforts in the right places.

Here’s your guide to understanding how readers discover books so you’re better able to get yours in front of them.

Recommendations

Good word of mouth makes a big, big difference.

Personal recommendations from friends and family are influential because they come from trusted sources. We love sharing books we’ve enjoyed; that creates a ripple effect that can greatly boost your book’s visibility.

You’re probably familiar with this from your own reading habits. If a friend likes the same types of books you do, you pay attention when they say, “I loved this book and I think you will, too.”

Recommendations also come from online communities and platforms. Goodreads is the most vibrant community for readers. It’s where they discuss their latest reads, offer recommendations, and create reading lists.

For example, when one of my daughter’s friends and I discovered we loved the same books while talking at a wedding, she quickly jumped to, “Are you on Goodreads? Let’s connect there!” It’s a great way for us to quickly see not only what each other is reading, but whether we like those books, too.

Other influential online gathering places for readers include Facebook (it has groups dedicated to readers of nearly every book niche imaginable), Library Thing, Riffle Books, and Reddit, among others.

Engaging with these communities can help your book reach a wider audience.

Collaborations

One of the best – and possibly most overlooked – ways to get discovered by more of the right readers is to collaborate with authors and other types of product or service creators who already reach your target audience.

A newsletter swap is an easy way to collaborate. You and an author who reaches your audience recommend each other’s books to your newsletter subscribers.

You can also swap guest blog posts, host Q&As, or plan Instagram or Facebook Live events for each other’s followers.

Online platforms

Online platforms and their algorithms are key players in book discovery today, too. Selling your book on Amazon is a no-brainer. It’s where most people who buy books online buy them. It’s also where they review them.

They review them on Goodreads, too, so in addition to using Goodreads as a reader, you’ll want to claim your author account there so you’re more directly connected to your book on that site.

The same goes for BookBub, which is both a site and service created specifically to help readers discover more of the books they enjoy reading.

These options are all pivotal for book recommendations because they use complex algorithms to suggest books based on a reader’s past behavior and preferences.

When you list your book on these platforms and optimize your metadata on each, you enhance your book’s discoverability.

Reviews

You also know that reviews and ratings on these platforms are important.

Positive reviews can boost your book’s ranking and visibility, while detailed feedback can help potential readers decide to pick up your book.

Don’t expect them to happen organically, although that can and does happen, of course. Instead, encourage your readers to leave honest reviews that will help you maintain a steady flow of new readers.

Traditional and digital media

Media coverage, both traditional and digital, significantly impacts book discovery. This news media attention known as publicity can help your book reach a broader audience.

Don’t overlook the power of magazine and newspaper reviews; they’re still influential, especially with older demographics.

Visibility in online publications and blogs has become essential because readers turn to trusted bloggers and online magazines for book recommendations.

Trade magazine publicity – both reviews and interviews – can be important for certain nonfiction books, so be certain to explore that.

Securing coverage on popular book blogs can drive significant interest and sales, but so can interviews and guest posts on subject/topic blogs.

For example, if your romance novel is set in Door County, Wisconsin, pitch Door County bloggers (yes, they exist, I checked) on a review or Q&A with you on why you chose that setting.

Podcast publicity is increasingly important for authors, too, as more and more people are drawn to the specificity of podcasts. As with blogs, pitch an author interview with book podcasts, but also approach topic podcasters, as well.

Social media

As we’ve seen with BookTok on TikTok, social media has revolutionized how readers discover books.

Social media didn’t exist when my first book was published.

It was a humor book that took a lighthearted look at male behavior, explaining to women why men do what they do or say what they say. The topic is perfect for social media, so I can only imagine the impact these platforms would have had on sales.

Today, in addition to TikTok, Instagram, Facebook, and Twitter are homes to vibrant book communities that actively share and discuss their latest reads.

Instagram hosts book group accounts (think Reese’s Book Club), YouTube has BookTube, and Facebook (mentioned above) is home to lots and lots and lots of genre readers groups.

Reader communities also have their own gathering place on Twitter/X with Twitter Communities.

Are your readers on Threads? That newer social network lets users create groups (Book Threads) that become mini-communities, too.

The best way to work toward book visibility in any online group is to become an active member and participant first. Showing up as a marketer, especially before you understand a group’s vibe and personality, is a waste of time.

Bookstores and libraries

Let’s not overlook how many people rely on browsing through physical bookstores and public libraries for books they might enjoy.

Fact is, while many self-published authors release only as e-books, most people still prefer physical books. Even Gen Zers prefer that format.

Curated displays in both stores and libraries plus bookstore staff recommendations can spotlight your book to new audiences.

Case in point: When I attended an NYU School of Professional Studies webinar on how Braiding Sweetgrass became a best-seller six years after it was published, I learned it was through the power of independent bookseller recommendations. Pretty cool, isn’t it?

As for libraries, many readers rely on them almost completely for reading material. That means library programs that include “lunch and learns,” book clubs, and author talks can introduce your book to new-to-you readers.

What can you do today to get better plugged in to your local library’s programs?

In-person engagement

One of the best ways to maximize discovery and good word of mouth, though, is meeting readers in person, face to face.

Author signings, book tours, presentations, and literary festivals allow you to connect with your audience directly on a personal level. These events create memorable experiences that can turn attendees into loyal readers.

Virtual events. including virtual book tours, webinars, and summit workshops. have also become popular, especially since the pandemic.

They offer the advantage of reaching a global audience without the need for travel. Participating in or hosting virtual events can help you connect with readers from different parts of the world, too.

Advertising

Paid advertising on Amazon, where readers are looking for books, can pay off under the right circumstances. Many authors also have success advertising on Facebook, where they can target specific demographics and interests.

Both options help your book reach potential readers who are likely to be interested, as long as your Amazon detail/sales page is “optimized” and you understand how to create and buy effective ads.

How will readers discover books by you?

Considering how many ways authors discover your books, where should you put your efforts to make sure yours gets found?

There’s no pat answer for this. With the exception of selling on Amazon, what will make the most difference for one author might not be the best choice for another.

For example, novelists get more traction on Goodreads than nonfiction authors do. And, some authors are so uncomfortable with in-person events that while they’re great for visibility, they’re not worth the stress.

Choose your discoverability channels – social media, publicity, advertising, and so on – according to where you’ll find your readers, your skills, and your interests.

But do something. Don’t wait to be discovered. You have to make it happen.

FAQs about how readers discover books

1. How important are personal recommendations in helping readers discover books?

Personal recommendations are incredibly influential in book discovery.

Readers often trust friends, family, and even online communities like Goodreads for book suggestions. These recommendations create a ripple effect that can significantly boost a book’s visibility, as people love sharing books they enjoyed.

Engaging with these communities can help authors connect with potential readers and spread the word about their books.

2. How can collaborating with other authors help in book discovery?

Collaborating with other authors can be a highly effective way to reach new readers.

Authors can participate in newsletter swaps, guest blog posts, or co-host events like Instagram Lives or Q&As. These collaborations allow authors to tap into each other’s audiences, increasing exposure to readers who are already interested in similar genres or topics.

This strategy can be particularly powerful in niche markets.

3. Why is a presence on platforms like Amazon and Goodreads crucial for authors?

A presence on platforms like Amazon and Goodreads is crucial because these sites are primary destinations for readers searching for books.

These platforms use algorithms to recommend books based on user behavior and preferences. By listing their books and optimizing metadata on these platforms, authors can enhance their discoverability.

Reviews and ratings on these sites also play a significant role in attracting potential readers, making it essential for authors to encourage reviews.

4. What role does traditional and digital media play in book discovery?

Traditional and digital media can significantly impact book discovery by reaching broad and targeted audiences.

Media coverage, such as magazine and newspaper reviews, remains influential, especially among older demographics. Digital media, including blogs and online publications, offer a more accessible and often cost-effective way to gain visibility.

Authors can pitch to book blogs, podcasts, and online magazines to secure reviews, interviews, and features, driving interest and sales.

5. How can social media influence book discovery, and which platforms are most effective?

Social media has revolutionized book discovery by creating vibrant communities where readers share and discuss their favorite books.

Platforms like TikTok (BookTok), Instagram, Facebook, Twitter/X, and newer networks like Threads have dedicated spaces for book lovers. Authors can build a presence on these platforms, participate in discussions, and engage with readers.

The key is to be an active and genuine participant rather than solely promoting books. Each platform has unique features that can be leveraged, such as Instagram’s visual appeal, TikTok’s short video format, and Facebook’s extensive group communities.

What are you doing to get discovered that’s working for you? Please 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. 

10 Amazon changes authors need to know about

By Rob Eagar

Amazon is a company that never sits still. It is constantly experimenting, pioneering, and creating new features for customers to enjoy. Its innovation also applies to authors.

Amazon recently launched numerous updates that benefit authors in the following three areas:

1. Amazon Advertising
2. Author Central account
3. KDP Self-publishing system

Here’s a rundown of the 10 most important updates you need to know.

New features for Amazon Ads

1. The release of Sponsored Brand Ads
Have you seen the special advertising box that appears at the very top of Amazon search results? It’s called a Sponsored Brand Ad, and it represents some of the most coveted and powerful space on their website.

For years, this exclusive ad space was reserved for publishing houses and authors with a vendor account. But, Amazon recently made Sponsored Brand Ads available to authors who self-publish with KDP (Kindle Direct Publishing). This ad feature levels the playing field between self-publishing and traditional publishing.

There is a caveat, though. You must have at least three books published and be willing to pay top dollar for this ad space. But, any author with a reasonable ad budget can promote their books alongside the top publishing houses, including HarperCollins and Penguin Random House.

2. Negative Product keywords
Amazon added another great feature within its advertising system called “Negative Product Targeting.” This option was sorely needed, because Amazon’s “automatic” targeting function sometimes wastes money by showing ads on irrelevant book detail pages.

Fortunately, the addition of Negative Product Targeting gives greater control to limit losses from Amazon’s automatic targeting algorithms. This feature helps improve profitability for author ad campaigns. Nice work, Amazon!

3. Buy international ads in 8 countries
Can you say “Buy my book” in French or Spanish? Amazon makes it possible by offering new ad capabilities on its international websites, including the UK, Germany, France, Italy, Spain, Canada, and Australia. More countries will be added soon.

It’s never been easier for authors and publishers to reach readers around the globe. In addition, there’s less competition for ad space on Amazon’s international sites. Those who act quickly can sell more books at a lower advertising cost.

4. KENP reads and royalties results from ads
If you self-published a book using Amazon’s KDP service and enrolled your e-book into KDP Select, now Amazon shows how your ads drive KENP (Kindle edition normalized pages) reads and royalties.

If you’re unfamiliar with KDP Select, it’s the option to sell an e-book exclusively on Amazon in exchange for extra income based on the “page reads.” Amazon currently pays around $.0045 per page. So, an e-book that’s equivalent to a 300-page paperback would yield $1.35 of royalties.

Until now, Amazon’s system didn’t measure the performance of Amazon ads on e-book page reads and royalties. But, the company figured out how to make it happen, which is an impressive feature for KDP Select authors to enjoy.

New features for Author Central

1. Author Central gets a makeover
Every author should create a free Author Central account, regardless if you’re self-published or traditionally published. But, Author Central looked woefully outdated until Amazon released a beautiful redesign last month.

Now, Author Central offers an intuitive interface and easier navigation to find your books, update your author profile, and review helpful reports. If you haven’t visited Author Central, see the new look at: https://authorcentral.amazon.com/

Now, Author Central offers an intuitive interface and easier navigation to find your books, update your author profile, and review helpful reports.Click to tweet2. Easily update multiple formats
The old Author Central version had a major flaw. You couldn’t easily locate every format of your book to update the product descriptions. Amazon addressed this problem by making each book format visually stand out when a title is selected in your account, including Kindle and paperback versions. It’s a much-needed improvement. Nice work, Lord Bezos!

3. Create international author pages
Earlier, I mentioned that Amazon offers multinational advertising in numerous countries. Author Central matched this global update by enabling authors to create “Author Pages” in the US, UK, Germany, France, Japan, and Brazil. Authors can also add bios using multiple foreign languages. Below is my Amazon Author Page in France:

It’s a big world out there. If you’re only focused on selling books in America, Amazon wants to help you think internationally.

Updates to KDP Self-Publishing Service

1. New version of KDP Reports
If you’ve self-published a book using Amazon KDP, you’ll love the new beta reporting features. It’s easier than ever to gauge real-time book sales, compare title performance, and estimate monthly royalties. KENP page reads are also included along with an updated payment history section.

To access the beta reports version, click on the “Reports” tab within your KDP account. Then, look for the link that says, “Try the new KDP Reports beta.”

2. Nominate your e-book for a Kindle Deal
KDP added a new section labelled “Marketing” that acts as one-stop-shop for all of the book promotion tools. There are quick links to KDP Select, Amazon Advertising, Author Central, and Price Promotions.

But, KDP also added a new marketing tool in beta version called “Kindle Deal Nomination.” Kindle Deals are limited-time discounts on e-books typically priced at $.99 – $2.99. If Amazon accepts your nomination, your e-book could be featured on its website for a day and even possibly multiple weeks.

You can nominate up to two eligible e-books at a time. If a book nomination isn’t accepted, you can automatically renew it every 90 days. This is a great opportunity to gain prime promotional access to thousands of Amazon shoppers.

3. Create and manage a book series
Writing books in a series is the smartest way to build your author career. But, arranging a series within KDP used to require reaching out to Amazon’s customer service team. Now, you can create and manage a series on your own directly within KDP. This is a great time-saving feature that makes it easier to cross-promote related books to avid readers. Once again, Amazon did authors a huge favor. Bravo!

Now, you can create and manage a series on your own directly within KDP.Click to tweet

In my 14 years as a book marketing consultant, I’ve never seen Amazon release so many updates in such a short period. These 10 upgrades are good news for authors, because they provide more control over your success.

Learn more about Amazon

Note from Sandra:

Friends, if you still haven’t made Amazon your top priority for selling books, now is the time to get on board.

Register for a FREE WEBINAR on Thursday, July 15th, at 2:00 pm Eastern, where Rob and I will discuss these Amazon updates and answer your questions. Click the link below to reserve your spot:

Register for Free Webinar

Amazon is leading the way with new innovation. Rob and I are here to help you stay on top of all the changes.

Together, let’s make 2021 the best year ever for you and your books!

Are your books selling well on Amazon? What’s your best tip for succeeding on that retail platform? Please tell us in a comment!

If you’re familiar with Reedsy, you won’t be surprised to know that I think How to Market a Book: Overperform in a Crowded Market by Reedsy co-founder Ricardo Fayet is an excellent book.

It’s not thorough – it doesn’t address many book marketing tactics that are effective – but it doesn’t need to cover all options to offer value.

Fayet’s book focuses primarily on how to understand how Amazon works, then use that knowledge to sell on that platform using email, pricing promotions, and advertising.

It also goes in-depth into how to leverage Apple Books, Google Play, and Kobo. Since most books are purchased on Amazon, though, he spends more time explaining what you need to succeed there.

Who will find this book helpful?

There’s no question that this is a valuable resource for any author who wants to sell books.

While it repeats some of what you might have read on this site already – the importance of writing a great book with a genre-specific cover and knowing as much as possible about your target audience, for example – it also goes into great detail about Amazon algorithms and lists.

We all need to understand as much as possible about how Amazon works.

Still, as I moved through the book, I realized that the ideal reader for this particular book is what I might call a “career author.” Fayet is writing for someone who has the potential to support themselves through book sales.

It doesn’t matter if that doesn’t describe you, though. How to Market a Book is still important to your work as an author, especially with regards to understanding Amazon better.

Note, too, that it skews toward series fiction writers since that’s the best way to become a full-time author. He notes that nonfiction authors can also write series, but his examples tend to be from fiction.

My favorite gems

As Fayet notes in Chapter 1, book marketing is all about getting discovered. It’s not about chasing down readers, it’s about how readers find your book. Everything in Section I, “Mindset and Marketing Fundamentals,” is a must-read for all authors, but I especially appreciated his thinking on “the silent majority” in Chapter 4. These are the people who don’t leave reviews, but could recommend your book to friends.

I discovered a new-to-me concept – book “universes” – in Chapter 7. Fayet describes this as “series of series” – creating a new series that’s related to another series you’ve finished writing. Think TV series spin-offs – for example, NCIS followed by NCIS L.A. and NCIS New Orleans, or all of the Law & Order programs.

Chapter 8 explains read-through rate for series books and explains how to calculate it. Again, if you don’t write series, this isn’t useful. But if you do, you need to understand this.

I especially appreciated Section IV, Amazon Marketing, where Fayet went into great detail on Amazon’s lists and algorithms. How much do you know about Popularity Lists and how they work? You’ll learn even more in Chapter 17.

You’ll get good basics on e-mail marketing in the section on mailing lists. If that’s something you want to get better at, though, read my review of the excellent Newsletter Ninja: How to Become an Author Mailing List Expert. (Then buy that book.)

There’s an incredible amount of information on advertising in Section VIII because this book focuses on paid marketing tactics.

Finally, one of my favorite gems in Chapter 50 on audiobook marketing details how to get an audio clip from your book to share on your website. If you’ve got books available in audio format, you’ll appreciate this chapter.

As is often the case, there was a chapter or two that could have had more substance, including the one on editorial reviews. Still, How to Market a Book includes enough links to tools that will improve your marketing to make up for that.

Five stars

Read this book, which you can download on Amazon for free. It will get you on the right track, especially on Amazon.

And let’s face it: No matter how you feel about Amazon, you can’t avoid it if you want to sell books.

I highly recommend reading it, whether yours is a stand-alone book you want discovered or you’re a series writer who plans to make a living from royalties.

Have you read this book? What did you think about it? Tell us in a comment.

It refers to blind imitation – copying what others do without thinking about whether doing so is appropriate or makes sense.

It’s a problem with authors.

Focus, focus, focus

When you just mimic others because you don’t know which book marketing tactics you can ignore, you lose focus. You also waste your time.

Your book marketing goal is to get the right message to the right people at the right time and in the right place. If you’re copying someone who’s a successful business book author and you write cozy mysteries, you’re probably using the wrong tactics for your audience.

To help you find your focus, I’ve identified three popular tactics that aren’t going to work for most authors. There are exceptions, of course. But for most, these are book marketing tactics you can ignore when you see others using them.

1. Amazon pre-orders

A successful pre-order campaign takes almost as much work as a book launch because the goal is the same: to generate orders. That doesn’t happen simply by enabling pre-orders on Amazon.

Curious about how much work is involved? Read Diana Urban’s excellent guest post, “How to run a successful book preorder campaign.”

It works best for authors with a strong platform – a large and enthusiastic following that can’t wait to read the book.

Is that you? If not, skip it.

2. Running Amazon ads as soon as you launch

I’ve got a couple of reasons to wait a bit before paying to advertise on Amazon.

First, readers don’t want to buy a book from an author they’re not familiar with if it doesn’t have an unofficial reader seal of approval. Those review stars at the top of your book’s sales page are that seal of approval.

Because of that, spending money on ads until you have that reader validation is pointless. Make getting reader reviews a priority; wait until they’re in place before advertising.

For more on this, read “Get reader reviews before advertising on Amazon.”

Use the Build Book Buzz Reader Book Review Form to help get those reviews.

In addition, many authors discover after publishing that there are issues with the book. They might be spelling or grammar mistakes that weren’t caught, a cover that doesn’t cut it, or a book description that needs a refresh.

Give it a little time to see if any of these challenges surface so you can fix them before advertising. Your book really needs to be top notch before you spend on ads.

3. Jumping on the latest “it” thing

Right now, it’s Clubhouse, a social network for “casual, drop-in audio conversations – with friends and other interesting people around the world.”

To participate, you need to add yourself to a waiting list or snag an invitation from someone already using it.

This “not everybody can use it right now” approach creates a sense of what marketers call “scarcity.” It suggests that only the cool kids are using it, which can make it more appealing for some.

Is this particular “it” thing a good fit for your book marketing plan? It is if your ideal readers are using it. Consider it, too, if your author brand relies on you being a trendsetter and early adopter.

If neither applies to you, let it go.

Whether it’s Clubhouse or something else, be careful about investing time in new and untested social networks or resources for book marketing purposes. Make sure it’s a good fit for your book, your audience, and your goals.

You do you

Book marketing isn’t one size fits all.

What works for one book might not work for another.

Do the work to figure out where you’ll find your readers and what resonates with them.

Then determine what tactics will help you reach them while also making the best use of your time and skills — and therefore what book marketing tactics you can ignore.

While playing follow the leader can work with the right situations, these three tactics might be a waste of time, energy, and money. Be thoughtful about each before using them simply because you see others doing it.

What tactics do you see others using that won’t work for your book? Please tell us in a comment!

Tip of the Month

I like to share a “Tip of the Month,” a free resource or tool for authors, on the last Wednesday of the month.

If you’re a Twitter user, you’ll appreciate Hashtagify, a Twitter hashtag tracking tool. It allows you to find the best hashtags to reach your audience, gives you custom suggestions, and helps you analyze your influencers and your competitors’ strategies.

To evaluate the hashtag you use the most and find others related to it, type it into the search box on the Hashtagify home page. After clicking on the “search” button, scroll down to get data related to the hashtag, suggestions for similar hashtags, and tweets using it, as well.

If you’re a power Tweeter, consider subscribing to the premium level for more hashtag suggestions and insights into influencers and trends. The free version is probably enough for casual Twitter users.

What’s one of the most important things you can do to support your book during the COVID-19 shutdown?

It’s maximizing your book’s presence on Amazon.

That’s why I hosted a free Amazon training webinar last month.

Today, I’m reviewing a book that outlines many steps you can take immediately to support your book on that powerful site — and on other retail sites, as well.

What’s covered in this book?

It’s worth noting that the book I’m reviewing, The Author’s Guide to Marketing Books on Amazon (2020 Update), isn’t new.

It was originally published in 2018 and updated in 2020. While most media outlets prefer to review new or new-ish books, bloggers often have fewer restrictions. In my case, I’m more interested in the book’s topic than its publication date.

View this book as a training program or course in book format.

Author Rob Eagar presumes that you understand why mastering Amazon is important to book sales. Instead of dwelling on that, he provides detailed instruction on all things Amazon, including:

• Writing the best book description possible (and offering a template you can use for yours)
• Understanding the power of your Amazon Author Central Account
• Why and how you need to secure reviews
• How Amazon ads work and how to set them up

Think you know all of this already? Read the book anyway.

Content applies to all publishing models

One of the book’s strengths is that it applies to authors using different publishing models. Anyone from a traditionally published author to one using a hybrid publisher or an individual who has gone the DIY route will benefit from Eagar’s wisdom and experience.

That might be one of the book’s weaknesses, though.

For example, in Chapter 2, “Four ways to Get Amazon Customer Reviews for Free,” Eagar’s first tip is to contact your email subscribers and social media fans to remind them to review your book.

This presumes that you have an engaged list or following that includes many, many people who have purchased your book already. For most self-published authors, this simply isn’t the case. You will be better served by using your list to recruit a launch or street team — which is his second method.

In reality, most authors are going to have to give away copies of their books to their ideal readers to get reviews.

My favorite gems

Here are a few of the specifics I think you might find especially useful.

Chapter 1 not only provides specific instructions on how to write a killer book description, it includes templates for both fiction and nonfiction books.

In addition, the author offers the same advice I’ve provided here and elsewhere: Study how the pros do it.

One of the best gems from that chapter, though, is for novelists: “Don’t tell people about the story. Tell people about the conflict.” That should be a light bulb moment for many.

In Chapter 3, “Maximize Your Amazon Author Central Account,” you will learn how to get your book listed in 10 categories, not the three you’re offered.

I especially like Chapter 4, “Amazon’s Secret Marketing Back Door.” Among other things, it explains how traditionally published authors without access to their book’s account information can go around their publisher to make necessary changes on their book’s detail page. (“Ohhh SNAP!” as the Young People would say.)

You’ll see what I hope is a now-familiar message in Chapter 5, “Understanding the Amazon Best Sellers Rank.” It’s that becoming a category best-seller isn’t the big deal so many think it is. Contorting that category status into marketing copy that touts you as a best-selling author is misleading and perhaps unethical.

But becoming an Amazon best-seller? That is something to cheer about!

I recommend this book

I can’t think of a single author who wouldn’t get a few “ahas!” from The Author’s Guide to Marketing Books on Amazon (2020 Update)

At a minimum, you will use it to review every aspect of your book’s sales page to make sure you’ve done everything he recommends.

You might feel like you want more in-depth guidance on some topics covered, including how to secure endorsements and testimonials (blurbs). Even so, I think that after you’ve read this book from cover to cover, you’ll feel like you’ve just received a gift.

I highly recommend it.

Have you read this book? What did you think about it? Tell us in a comment.

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). 

When you’re shopping online at a retail site that lets users review products, do you check those reviews before making a purchase decision?

If you’re like most, you do.

According to the Spiegel Research Center, nearly 95 percent of online shoppers read user reviews before making a purchase.

After making a purchasing mistake that would have been prevented if I had paid attention to the user comments, I’m now doing this religiously.

If only I had read the reviews . . . .

When I couldn’t find the type of coat I wanted at local stores last winter, I had to shop online. The site with the super-warm coat I was looking for offered user reviews, but I ignored them. After all, I knew what I wanted. Reviews wouldn’t influence that.

Bad move.

Had I read the user reviews, I would have discovered that the garment runs small. Customers recommended buying a larger size.

Because I didn’t see that feedback (because I didn’t look for it), I bought my usual size…it was too small…and I had to return and exchange it. I could have been facing the bitter wind and snow in a perfect-fitting coat much sooner if only I had read the reviews.

via GIPHY

Lesson learned – for clothing. I was already checking reader reviews for books before buying.

I scan for phrases that tell me the book has attributes that I won’t like, but I’m also looking for information that reassures me that it’s my kind of read.

When advertising on Amazon doesn’t make sense

What does this mean for you?

People rely on reviews when making online purchasing decisions, so don’t run Amazon ads until you have several good reviews.

When readers who discover your book through an ad click through and see that there are no reader reviews, they hit the “back” arrow.

Nobody – nobody – wants to be the first to buy your book.

People need that “social proof” that the book has been reader-tested. And maybe it has been. But, if there’s no proof of that on your sales page when your ad runs, the proof doesn’t exist as far as your reader is concerned.

In addition, early reviews might offer reader feedback to improve your book’s description. Anything you can do to fine-tune and “optimize” your sales page will help you get the most from your advertising budget.

Start with at least 10 reviews

There’s no magic number of reviews you must have before advertising. There are no extra, secret Amazon perks linked to a specific number of reviews on an advertised product.

Some authors recommend a minimum of three reviews. I agree with that as a minimum, but as a reader who looks at reviews, I’d encourage you to get more than that before advertising on Amazon. Derek Doepker, creator of my favorite Amazon ads training program, recommends having at least 10.

Why get reviews before advertising on Amazon? People need that “social proof” that the book has been reader-tested.Click to tweet

2 must-dos for reader reviews

How do you get those valuable reader reviews?

You do two things:

1. Give books to people in your target audience and ask them to write honest reviews on Amazon, Goodreads, or anywhere else. (Download your free copy of “9 places to look for
   readers who write reviews” here.)
2. Make it easy for readers to write those reviews.

You can find your target readers in your email list or your blog’s followers, in Facebook groups dedicated to your genre, and on the social networks you use regularly.

You can also pay services that match advance review copies with readers who know they are expected to review the book they receive at no charge.

Help your readers write those honest reviews quickly and easily with the Build Book Buzz Reader Book Review Form. It’s the only tool that makes it easy for readers to write honest reviews in just minutes.

Readers answer a series of questions about the book in a fill-in-the-blanks form, then combine their answers into a review that they copy and paste into the Amazon review template. Get the details and hear from readers who have used it at http://www.readerbookreviewform.com

Reviews first, advertising on Amazon second

Please don’t throw your money away on ads until your book has been reader-tested and has the honest, favorable reviews to prove it.

Don’t throw your money away on ads until your book has been reader-tested and has the honest, favorable reviews to prove it.Click to tweet

You’ll be happier with the outcome, and so will your checking account.

What’s your best tip for getting reader reviews? What works for you?