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Smashwords Book Marketing Guide Copyright 2008-2020 Mark Smashwords Book Marketing Guide Copyright 2008-2020 Mark Coker, Founder of Smashwords (http://www.smashwords.com) Version 2.5 Rev 12.19.19 ~~**~~ Smashwords Edition Cover design by PJ Lyon ~~**~~ Other Books by Mark Coker: Smashwords Style Guide (How to format and publish an ebook) Secrets to Ebook Publishing Success (Ebook publishing best practices) 10-Minute PR Checklist – (How to Earn the Publicity You Deserve Boob Tube (Novel about Hollywood celebrity) ~~**~~ Table of Contents Introduction About the Smashwords Book Marketing Guide Why I wrote this book What is book marketing? Writing is marketing The rise of ebooks The competitive advantage of indie ebook authors Setting expectations Chapter 1. The Free Book Marketing Tools at Smashwords 1. Distribution to retailers and libraries 2. The Smashwords Store 3. Smashwords Presales 4. Global Pricing Control 5. Daily Sales reporting 6. Multiple ebook file types 7. Author profile pages 8. Book pages 9. Book sampling 10. Smart shopping cart 11. Book reviews 12. Coupons! 13. Promotional widgets 14. Search engine visibility 15. Exclusive “Special Deals” promotions 16. Smashwords Interviews 17. Embeddable YouTube videos 18. Book tagging 19. Tag cloud 20. Other books by this author or publisher 21. Integration with social media sites 22. Smashwords Affiliate Partners program 23. Exclusive site-wide promotions 24. Promotion on Smashwords Satellites 25. Access to retailer merchandising promotions 26. Free author education resources Chapter 2. 66 MARKETING TIPS FOUNDATION -BUILDING Author Brand-Building Tip #1 – Visualize your author brand Tip #2 – Practice ethical marketing Tip #3 – Act professional Tip #4 – Be a nice person Tip #5 – Give back Knowledge Building Tip #6 – Subscribe to the Smart Author Podcast Tip #7 – Join a local writer’s club or critique group Tip #8 – Subscribe to the Smashwords blog Tip #9 – Read The Secrets to Ebook Publishing Success Tip #10 – Check out the Smashwords Survey Platform Building Tip #11 – Join HARO, Help-a-reporter-online for free press leads Tip #12 – Use Google Alerts to discover where the conversations are taking place Tip #13 – Create a private email list Tip #14 – Update your email signature Tip #15 – Sign up for Twitter, Facebook and LinkedIn, if you haven’t already Tip #16 – Complete a Smashwords Interview Tip #17 – Start a blog Tip #18 – Print business cards Tip #19 – Create an online calling card and bio at About.me Tip #20 – Update your social media profiles and message board signatures Distribution Tip #21 – List every new release on preorder Tip #22 – Distribute to all ebook retailers Tip #23 – Distribute ebook to public libraries Autopilot Marketing Tip #24 – Build hyperlinks Tip #25 – Don’t publish without editing Tip #26 – If you can’t afford a professional editor, find an alternative Tip #27 – Use beta readers to inspire ideas for your final revision Tip #28 – Three essential sections for your back matter Tip #29 – Create a discussion guide for your back matter Tip #30 – Promote preorder books in the back matter of your other books Tip #31 – Add sample chapters of your other books to your back matter Tip #32 – Do a sample chapter swap with another author Tip #33 – Add enhanced navigation to your ebook Tip #34 – Price at least one book at FREE Tip #35 – If you write series, price the series starter at FREE Tip #36 – Practice metadata magic Tip #37 – Occupy multiple price points to appeal to more readers Tip #38 – Publish more than one book to create a multiplier effect Tip #39 – Refresh your cover image Tip #40 – Tweak and iterate your viral catalysts BOOK PROMOTION Prelaunch Marketing Tip #41 – It’s all about the next book – get it on preorder now Tip #42 – Run a presale with Smashwords Presales Tip #43 – Encourage readers to subscribe to your Smashwords Alerts Tip #44 – Write thoughtful reviews for other ebooks on Smashwords Tip #45 – Participate in specialized communities where your target readers hang out Blog Marketing Tip #46 – Join the conversations on other blogs Tip #47 – Write guest posts for other blogs Tip #48 – Conduct Q&A interviews of other authors on your blog Tip #49 – Invite other authors to write guest posts for your blog Launch Marketing Tip #50 – Promote hyperlinks to all your retailers Tip #51 – Write a press release and promote it to your local newspaper Tip #52 – Organize a blog tour Tip #53 – Celebrate your ebook launch on your web site, blog and private mailing list Tip #54 – Announce your book on social media Tip #55 – Announce your book to friends, family, co-workers, business associates, and readers Tip #56 – Encourage readers to leave honest reviews at their favorite retailer Librar y Marketing Tip #57 – Ask your readers to recommend your ebook to their local public library Tip #58– Orchestrate events at your local library Post Launch Marketing Tip #59 – Run promotions with Smashwords Coupons Tip #60 – Run a price promotion Tip #61 – Participate in annual Smashwords-exclusive promotions Tip #62 – Leverage YouTube videos to reach more readers Tip #63 – Invite readers to become affiliate marketers for your books Tip #64 – Upload a presentation deck to Slideshare.net Tip #65 – Organize a multi-author box set with your favorite authors Tip #66 – Invite other authors to join you on your indie author journey Chapter 3 - DEEP DIVES Social media strategies for Twitter, Facebook and LinkedIn How to work with beta readers How to earn free press coverage Also by Mark Coker About the author Connect with Mark Coker Connect with fellow Smashwords authors Connect with Smashwords Dedication and acknowledgements Permissions Introduction - - About the Smashwords Book Marketing Guide Since its first publication in 2008, the Smashwords Book Marketing Guide has helped thousands of writers, publishers and book marketers reach millions of new readers. The first edition aimed to help Smashwords authors take full advantage of the marketing tools and capabilities of the Smashwords platform. In the years since, I’ve expanded the scope of the guide with dozens of updates as the industry developed, and as I identified new book marketing opportunities for authors. Today the Smashwords Book Marketing Guide has evolved to become an essential resource for all authors and publishers, even if you’re not yet working with Smashwords. The Smashwords Book Marketing Guide provides practical, proven book- marketing advice. You won’t find gimmicks or shady tricks here. I teach, preach and practice ethical marketing. Most of the ideas presented here cost nothing to implement other than the investment of your time. Some of my tips require only a couple of minutes to implement; yet will reap you dividends for years to come. Other tips require a greater ongoing investment of your time and attention. Do the easy things first, and then refer back to the guide as a brainstorming checklist whenever you’re ready to do more. You’ll find I use the terms “self-published author” and “indie author” interchangeably. They’re the same. Although this book focuses on ebook marketing, many of the recommendations I’m about to share apply to print book and audiobook marketing as well. This is the 2020 edition of the Smashwords Book Marketing Guide, which includes minor updates over the 2018 edition which marked the most significant revision since the first edition was published in 2008. This new edition includes new book marketing opportunities enabled by the December 2019 launch of our patent-pending book launch tool, Smashwords Presales. The 66 marketing tips that follow are organized in sections under logical categories that map closely to how you’ll plan, launch and sustain your book marketing. This edition includes chapter titled “Deep Dives,” which was first introduced in the 2018 edition. The Deep Dives chapter offers in-depth sections for developing your social media strategy, how to work with beta readers and how to earn free press coverage. The Smashwords Book Marketing Guide will continue to evolve over time. Many of the marketing strategies and tactics you’re about to learn were pioneered by your fellow indie authors. I welcome your suggestions for new tips to share in future editions. I also welcome your corrections. Write me (Mark Coker) at first initial second initial at smashwords dot com. Why I wrote this book Context is important. Who am I and how did I come to write a book about book marketing? I’ve been practicing marketing my entire career. I received my degree in marketing from UC Berkeley in 1988, but my best learning has come from real world experience. My first job out of college was as VP of Marketing for my father’s garage startup. He gave me a big title and zero marketing budget for our little two-man company. Out of necessity I learned how to get free press coverage for our software. My next big job was working at one of the largest PR firms in Silicon Valley. After a couple of years there, I left to start my own firm. For over 15 years I ran an award-winning Silicon Valley PR firm where I provided strategic communications counsel to – and was mentored by – some of the brightest CEOs and VPs of Marketing from around the globe. It was an amazing educational experience. Then around 2000, right before the dot com bubble burst, I met my wife, Lesleyann. She’s a former reporter for Soap Opera Weekly Magazine. She told me head-spinning stories about her experiences reporting on the wild and wacky world of daytime television soap operas. She shared how the soap actors she met were more over-the-top in real life than their fictional soap opera characters. I suggested she write a book about her experiences. She suggested we write that book together.
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