You can’t write a book and expect it to be an instant best-seller. (Or if you do, you will most likely be disappointed.) It takes time and effort before most authors make consistent sells. And the only way to do that is to market yourself and your books.
How much marketing you need or what marketing strategies work best is so dependent on each individual author that there is no right or wrong answer. There simply is no one-size-fits-all plan for marketing.
The stories about authors who succeeded without any marketing are rare. Most books, even the really good ones, will become lost in the jumble of the millions of other available titles unless something is done to make them stand out, to make them become discoverable to their target audience. Remember that even successful authors like Stephen King and John Grisham do marketing (or pay a marketing firm to do it for them).
Now many new authors ask about marketing and the best advice I can give them is to simply keep writing. By having multiple books, you increase your credence as an author. With each published book, you broaden your appeal and add credibility to your name. There are many readers who scoop up every title an author has written previously if they like your book. I know one author that said it took until her eighth book before she had established enough of a following to really take off and need less marketing.
Of course, the best tip for any author is to write a good book. Good word of mouth is the best advertising.
But I think one of the biggest problems that I and many other authors fail to do is establish a marketing plan. Many authors don’t even figure out who their target audience is. You need to find who will be interested in your book and then target that market.
But no matter how you market your book, remember – marketing takes time. Not just the time to do it but the time to see results. Your ad this week may not cause a spike in sales, but that doesn’t mean it didn’t work. People have to see something – a new author, a new book – multiple times before they take the time to investigate to see if they want to know more or perhaps even buy the book.
You have to keep working at marketing to be successful. Remember that this is a marathon and not a sprint. You need to be in it for the long haul. You have to be a relentless self-promoter. Unfortunately, many people don’t have the time for that. But anything you do whether it is something daily or just something once a week will help.