So today—It’s all about the three pillars of my marketing plan. Or as I affectionately refer to it as, “the three legs of my dog.” He bites, too. He’s real pissed off. Just kind of a mean, little bastard. Always hungry. Always eating stuff. Or sleeping.
Anyway, I would say it’s important to keep in mind one thing. This is my philosophy… and mine alone. I’ve derived it from my earliest stage of education into the wide, wide world of self-publishing (or narrow, narrow world—however you choose to look at it.) It may or may not reflect your launch strategy. And it may or may not be the right way to go about it. It’s merely the way I’ve chosen to go about mine.
I’ve looked into multiple authors’ and their plans for launching a novel, specifically a “Book 1 in a series,” and have come to this conclusion. The more successful ones share these three things in common:
- A solid promo stack.
- ARC readers (which are inherently necessary to a promo stack, at least initially.)
- An email list, defined by Sean Platt and Johnny B. Truant in their book Publish. Repeat. as your unique and proprietary platform, separate from other promotional engines.
Mastering these three elements, which heretofore I have mastered none, creates a synergistic atmosphere around your book, or books, that ensures an initial sales bump, and then, more importantly, a long tail of sales that the self-pub crowd refers to as “stickiness.” That’s what we all want—sales that go BOOM! upon release, and sales that continue to come in steadily for months after your book is available.
These three pillars are by no means all inclusive. There are many other steps, as I’ve discovered, ranging from creating blogs and newsletters, to running cross-promotions, to AMS ads and other forms of marketing. But in my opinion, without these three legs, your dog ain’t going to run.
So what the heck is a solid promo stack? I’ll tell you what I think it is tomorrow. Right now, the dog’s got to eat. And I’ve got to feed it.