Marketing can have one of two goals: make sales or create awareness. Although any marketing effort can do both of these, it will only do one of them well.
This post will discuss ways to create awareness—and when done right, top-of-mind awareness. That is, having our author brand be what a reader first thinks of when he or she considers what book to read next. Awareness, which some would call branding, is built slowly over time. Here are three strategies to consider:
- Articles enhance awareness both online and in print but especially in print. Publishers appreciate a well-written article that’s interesting and provides useful information. It will establish the author as a credible source and a knowledgeable resource. It creates awareness.
- Blogging is a great way to develop a following and increase awareness in those who read our blog. And as a post is shared more people will be exposed to us and our writing.
- Online efforts including guest blogging, commenting on blogs (real comments, not “buy my book”), and interacting on social media. These take time and require effort, but when done wisely they produce great results—and backfire dramatically if done badly. Each is its own art and requires time to develop.
There are other creative tactics that authors can do to increase brand awareness, but these are some of the top ones. Just remember, branding is building for the future. For the most part, it’s not going to immediately sell books, but if it does that’s just a pleasant bonus. Book sales require a different approach.6
Peter Lyle DeHaan, PhD, is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book The Successful Author for insider tips and insights.