Online Marketing for Busy Authors

Fauzia Burke (Author) | S.C. Gwynne (Foreword by)

Publication date: 03/17/2016

Online Marketing for Busy Authors

“Fauzia Burke has been on the web promoting books from the very beginning . . . She knows exactly what kinds of web promotion will drive book sales and doesn’t waste your time or money with distractions.”
—Madeline McIntosh, President, Penguin Publishing Group

There has truly never been a better time to be an author. For the first time, you have direct access to your readers via the Internet—you can create a community eagerly awaiting your next book (and telling their friends about it too). But where do you start? How do sort through the dizzying range of online options? Where is it most worth spending your time—what is a “must do” and what is a “might do”?

Enter Fauzia Burke, a digital book marketing pioneer and friend of overwhelmed writers everywhere. She not only makes the job of building your online brand doable but proves that it can be fun and fulfilling too.

Burke takes authors step by step through the process of identifying their unique personal brand, defining their audience, clarifying their aspirations and goals, and setting priorities. Once that foundation is established, she walks them through the process of developing a personalized, sustainable long-term online marketing plan. She offers advice on designing a successful website, building a mailing list of superfans, blogging, creating an engagement strategy for social media, and more.

“Once you build your brand,” Burke writes, “no one can take it away from you.” Your digital brand is a conversation about your book that builds your community one relationship at a time. By following Burke’s expert advice, any author can conquer the Internet and still get his or her next manuscript in on time.

Read more and meet author below

Read An Excerpt

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Overview

“Fauzia Burke has been on the web promoting books from the very beginning . . . She knows exactly what kinds of web promotion will drive book sales and doesn’t waste your time or money with distractions.”
—Madeline McIntosh, President, Penguin Publishing Group

There has truly never been a better time to be an author. For the first time, you have direct access to your readers via the Internet—you can create a community eagerly awaiting your next book (and telling their friends about it too). But where do you start? How do sort through the dizzying range of online options? Where is it most worth spending your time—what is a “must do” and what is a “might do”?

Enter Fauzia Burke, a digital book marketing pioneer and friend of overwhelmed writers everywhere. She not only makes the job of building your online brand doable but proves that it can be fun and fulfilling too.

Burke takes authors step by step through the process of identifying their unique personal brand, defining their audience, clarifying their aspirations and goals, and setting priorities. Once that foundation is established, she walks them through the process of developing a personalized, sustainable long-term online marketing plan. She offers advice on designing a successful website, building a mailing list of superfans, blogging, creating an engagement strategy for social media, and more.

“Once you build your brand,” Burke writes, “no one can take it away from you.” Your digital brand is a conversation about your book that builds your community one relationship at a time. By following Burke’s expert advice, any author can conquer the Internet and still get his or her next manuscript in on time.

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Meet the Author & Other Product Contributors


Visit Author Page - Fauzia Burke

Fauzia Burke is the founder and president of FSB Associates, one of the first firms to specialize in digital branding and online publicity. Founded in 1995, FSB Associates has successfully launched more than 2,000 book publicity campaigns. Burke has worked on books by Alan Alda, Dr. Larry J. Sabato, Brian Tracy, Charles Spencer, Joe Pantoliano, Marina Keegan, Kathy Freston, Deepak Chopra, Sue Grafton, and many others. Burke writes regularly for the Huffington Post, MariaShriver.com, and MindBodyGreen.



Foreword by S.C. Gwynne

S.C. Gwynne is the author of the New York Times bestsellers Rebel Yell and Empire of the Summer Moon, which was a finalist for the Pulitzer Prize and the National Book Critics Circle Award. He spent most of his career as a journalist, including stints with Time as bureau chief, national correspondent, and senior editor, and with Texas Monthly as executive editor. He lives in Austin, Texas, with his wife.

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Table of Contents

Foreword by S.C. Gwynne ix

Introduction
Phase 1: Getting Organized
1 Personal Branding 101
2 You Gotta Dream Big
3 Know Thy Reader
4 Get Real With Your Goals
5 Best Advice in the Business
6 Your Priority List

Phase 2: Turning Your Thinking Into Action
7 Your Online Marketing Plan
8 Building Your Website
9 Mailing List of Fans
10 To Blog or Not to Blog
11 Social Media and Social Networking
12 DIY Online Book Publicity


Phase 3: Staying the Course
13 Promote Without Being Promotional
14 Monitor and Adjust
Some Parting Advice
Acknowledgments
Index
About the Author

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Excerpt

Online Marketing for Busy Authors

Chapter 1

Personal Branding 101

All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc.
Tom Peters

When I ask authors how they feel about online marketing, the answer I get most often is, “I feel overwhelmed.” I understand that feeling, but it doesn’t have to be that way.

There has never been a better time to be an author, because for the first time authors have direct access to their readers. While there is more competition in the marketplace, there is also more opportunity.

The biggest challenge for most of my clients is finding the time to build their brands and market their books while writing the best book possible. To thrive in today’s competitive markets, personal branding is more important than ever. Your ability to successfully execute your online marketing plan will help you capture and hold your reader’s attention.

By reading this book you will have already taken the first step toward accepting your role as the marketing director of your career. You can begin your online marketing work as soon as you have an idea for your book. You will find that it is easier to get an agent and/or a publisher and certainly easier to build your audience if you have already built a personal brand online.

When readers identify with you and your brand, they feel loyal and connected to you. It is important to respect this loyalty and make sure you are providing the best information possible. For every author, building a relationship with readers should be a top goal (after making sure the book is the best that it can be). By identifying your ideal audience and reaching out to them, you will be building connections with your readers. As marketing expert and author Seth Godin says, “Make a dent in the conversation among your chosen audience. As more people talk about your book, the more people will be buying your book.” He’s got that right.

With social media, readers and authors can connect like never before. Google searches, micro-communities, and niche marketing give authors unprecedented access to their readers. There was a time when authors could only guess about the people who read their books. Today, authors can not only know their readers, they can be friends with them.

Readers today are tech savvy and resourceful. They know how to get the information they need, and they have high expectations from authors. They don’t just expect a new book, they expect a community along with their book. You’ll need to evolve your marketing to accommodate this new kind of reader: a reader whose loyalty you can have—once you have earned it. Is that too much to expect? Perhaps. But this is your new reader, and she will stay with you if you stay with her.

Many successful authors have done an enviable job of branding themselves and their work and building reader communities around their books. Their brands are so commonly known they can be described in a word—marketing, vegan, wellness, yoga, entrepreneurship, leadership. You may not have read their books, but you know what they publish. Their communities trust them. People who share their point of view flock to their sites. If your audience can effectively describe you and your message in a word, you have established a clear, powerful brand.

Images Tip for #BusyAuthors

If you don’t invest in your brand, no one else will either.

What is your online brand?

The best part about online marketing is that it levels the playing field. We are more connected than ever before so the author with the biggest marketing budget doesn’t always win. Although establishing your brand takes time and consistent effort, the world of social media can speed up the process of creating connections. Yet with all this interconnectedness, how do you prevent your brand from getting lost in all the social media noise?

The answer: Be uniquely you. Aim for authenticity. Take some time to consider what you want people to think of when they think of you.

Every year I attend a branding conference at Columbia University called Brite. I love Brite because it gives me a chance to step outside the book publishing industry and hear success stories from other industries.

A couple of years ago, I heard a presentation from Mary Beech, chief marketing officer of Kate Spade. I was so impressed with their branding mission and how clearly they knew the “Kate Spade girl.” She said that “without a clear brand voice, social media can be paralyzing and downright detrimental.” I agree.

It is important to make your brand as clear and compelling as possible. If you had to go around a room and describe your brand to a group of people, could you do it in just a few sentences? You want people to gravitate toward you because they identify with your brand, so keep it impactful and interesting. Here are some questions that can help you think about your personal brand.

Images Tip for #BusyAuthors

A personal brand statement allows you to carve out your niche and helps you decide the content and tone of what you share.

Questions to help you identify your brand

As you answer these questions, remember that this is not an elevator pitch. You don’t have to share these responses with anyone. It’s just a way to get clear on your personal brand.

What skills do you possess that you can speak honestly and confidently about?

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What do people say about you?

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What is your greatest strength?

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What type of information can you share to offer value?

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What are your passions?

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What type of personality do you have?

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What are your natural or learned gifts?

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What topics are you most often asked about?

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What problems are you solving with your book?

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What makes you stand out?

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How do you differ from others in your same niche?

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Here’s a sample of my brand statement once I was done with this exercise:

I help authors and publishers promote their books online. I have 20 years of experience, which allows me to advise my clients and readers on the most effective and efficient methods for building their brand and promoting their books. I am enthusiastic and passionate about my work—some even call me a true believer. My curiosity and optimism has made me a natural risk-taker and has kept me ahead of the curve. My mission is to demystify online marketing and give practical, jargon-free advice.

In this brand statement are clues about the content I share on social media. I usually give advice about book marketing, share my enthusiasm for all things digital, express the joy (and hardship) of being an entrepreneur, and keep my tone upbeat and optimistic. I may mention other things, but I quickly come back to the content that builds my brand.

Now it’s your turn: Write down your brand message and look for clues for your brand voice.

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One more exercise: Looking at my brand message, I could share information about:

1. __________________________________

2. __________________________________

3. __________________________________

My brand voice is: ___________________________ and ________________________________________

Here are some examples of brand voice: upbeat, optimistic, serious, creative, fun, hip, artsy, funny, silly, whimsical, personable, smart, educational, inspirational, helpful, trendy, classic, sassy. Please stay away from snarky. It usually doesn’t play well online.

Many people struggle with what to say and share on social media. These exercises should help you decide on your content and your voice. When in doubt, look at the list you’ve made and decide if the content you want to post fulfills your brand promise.

You’ve got a start on your personal brand. What should you think about next? Think big—explore your dreams for your book.

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Endorsements

Authors, Agents, and Publishers on Fauzia Burke

Authors
“I’ve known Fauzia for over twenty years, and I can honestly say that no one knows more about the ins and outs of online marketing for books. Fauzia gives authors the practical advice they need to find as wide an audience as possible for their books.”

—R. J. Palacio, author of the New York Times bestseller Wonder
“Fauzia Burke is intelligent, well connected, and effective. She knows how to reach the parts of the media that conventional PR either doesn’t understand or wrongly ignores.”
—Charles Spencer, author of Killers of the King
“In these days, an author needs a steady, capable guide to navigate the many difficulties of getting books seen and heard. Fauzia’s approach works, and the steps she has outlined in her book will help any author build a base of readers. She’s simply the best.”
—Jan Jarboe Russell, author of the New York Times bestseller The Train to Crystal City
“Fauzia’s creativity and diligent commitment to online publicity and social media are unsurpassed. Unequivocally, she is the premier go-to online marketer.”
—Bill Bradley, former US Senator and author of We Can All Do Better
“What author isn’t intimidated by the complexities and nuances of online marketing? Anyone who has worked with Fauzia Burke! This book reflects the wisdom gained from years of painstakingly navigat- ing the digital labyrinth on behalf of her clients.”
—Larry J. Sabato, Director, University of Virginia Center for Politics, and author of The Kennedy Half Century

Publishers
“Fauzia Burke was talking about online marketing years before the rest of us even knew what that meant, and she continues to lead the way. We should consider ourselves lucky that she is as generous in sharing her hard-won knowledge as she is ahead of the curve in gaining it.”
—Bob Miller, President and Publisher, Flatiron Books/Macmillan
Online Marketing FB.indb 1 2/9/16 12:21 PM

“Always innovative and effective. I have no reservations in recommend- ing Fauzia Burke.”
—Judith Curr, President and Publisher, Atria Publishing Group/Simon & Schuster
“Fauzia Burke knows better than anyone how to utilize the broad and sometimes confusing array of digital marketing tools on behalf of books.”
—Walter Weintz, former Chief Marketing and Sales Officer, Workman Publishing
“Fauzia Burke is one of the most innovative marketing experts in the publishing industry. She brings positive, pragmatic, and powerful ex- pertise to any author’s table.”
—Kate Rados, Director, Community Development, The Crown Publishing Group, Penguin Random House
Agents
“When it comes to publicizing a book on the web, nobody has the range and expertise of Fauzia Burke.”
—Larry J. Kirshbaum, literary agent, Waxman Leavell Literary Agency
“Fauzia Burke is an industry leader in the world of online publicity and marketing. I have recommended Fauzia to many clients, with total confidence, and they have all been thrilled with the results.”
—Wendy Sherman, literary agent and founder of Wendy Sherman Associates
“Armed with years of experience, Fauzia has been successfully pioneer- ing the world of online marketing to help authors connect with their readers and produce terrific, long-lasting results.”
—Amy Hughes, literary agent, Dunow, Carlson & Lerner Literary Agency

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