by Melissa Tagg, @Melissa_Tagg
If I could go back to the beginning of my writing career—which, admittedly, isn’t actually that long ago—one of the things I’d do differently is spend far less money on marketing.
Yep, you read that right. Less money.
It’s so tempting as debut authors—no matter how we’re published, traditional or indie—to go crazy trying every marketing outlet we see, from lavish launch parties to time-consuming social media strategies. I know some authors who’ve literally spent every dollar of their first advance on marketing. Eek!
Now, yes, there’s that whole “you gotta spend money to make money” adage and it’s definitely true. But if you don’t necessarily have thousands of extra dollars laying around—and if, gasp, you’d actually like to pocket some of that advance (or royalty) money—it makes sense to be selective about which marketing efforts you dive into.
I attended a marketing workshop last year for my dayjob (I’ve been in nonprofit development and marketing for 12+ years) and the leader did an illustration that’s applicable here. He set out six or seven plastic cups and filled them halfway with water. Each cup represented a marketing effort—TV, radio, digital, newspaper ads, etc. And then he started plopping ping-pong balls—representing marketing dollars—in each cup. There was very little splash!
But when he gathered up the ping-pong balls a second time and picked just one cup to drop all of them into, the water rose and splashed over the edge.
His point: It’s better to invest in one (or two or three) proven and effective strategies where you really get a bang for your buck than spreading both you and your budget so thin that none of your efforts amount to much.
So, all that to say, if you’re working within a limited budget and don’t like the idea of spending more on marketing than your mortgage, here’s where I think it’s most worthwhile to invest:
Building an email list. Yep, you’re probably sick of hearing marketing gurus stress the important of growing your list, but look, there’s a reason everyone’s saying the same thing! My email list has been my single most successful tool. To me, it is absolutely worth investing in growing and nurturing that list.
Some of the ways I’ve done this is by creating a “lead magnet,” in my case, a free novella, for new newsletter sign-ups and by participating in large giveaways where I can gain hundreds of addresses in one fell swoop. (Will some of them drop off my list as soon as I send my first email – absolutely. Anybody who has been in digital marketing for any amount of time knows this and isn’t bothered by it. Our challenge is to create such great content that they don’t want to unsubscribe…but don’t sweat the ones who do.) I also announce on social media when I have a newsletter coming up and give a little preview of what might be included in the email. I always get a good handful of new sign-ups that way.
Other great ROIs:
- BookBub featured deals – and other similar promotions.
- Digital ads on Amazon (and maybe Facebook) but only if you actually understand what you’re doing. Both platforms are complicated and throwing up a quick ad without understanding how to get it in front of the right audience the right amount of times probably won’t do much for you.
- Hiring someone who does know what they’re doing when it comes to ads. Will it cost more than doing it yourself? Yup. But you’ll probably get better results!
- Cross-promotional efforts with other authors
I was going to make a list here of marketing efforts that I think don’t have a good ROI—at least not financially—but then I worried I’d either offend or discourage someone who might’ve just spent a few hundred dollars on this or that. ☺ So I’m leaving off that particular list.
But instead, I’d just encourage you—as I encourage myself when I hit those moments where I’m worried a book isn’t selling fast enough and I start brainstorming all kinds of ideas—to take a step back. Take a deep breath. And remember what’s worked in the past. Remember what hasn’t. And don’t let myself feel pressured to do ALL THE THINGS.
Finally, a spiritual note: I really believe, down deep and underneath all the stresses that sometimes come with this writing gig, that at the end of the day, God will get my books in the right hands at the right times. I could try every strategy under the sun and still not grow my platform. I could try nothing at all and find myself overwhelmed with success. This industry is finicky and ever-changing…but God isn’t. His will is trustworthy and His way is best…which just takes off so much pressure, doesn’t it? We do our part. We work hard. But when we’re trusting Him, we know it isn’t all up to us. We exchange pressure for peace. And frankly, we have a lot more fun!
Last year, after traumatic circumstances forced her from her job as a nanny, Mara Bristol finally found a place to belong—the winsome Everwood Bed & Breakfast at the edge of Maple Valley, Iowa. For months, she’s helped its owner, Lenora, maintain the ramshackle property despite their shortage of guests. But when Lenora fails to return from a month-long trip and the bank threatens foreclosure, Mara worries she’s once again alone . . . abandoned . . . about to lose the only true home she’s ever known.
Detective Marshall Hawkins is no closer to whole today than he was two years ago . . . the day his daughter died. Between his divorce, debilitating migraines, and a dependence on medication, his life is falling apart. And when a reckless decision on the job propels him into administrative leave, he has no other plan but to get in his truck and drive. A one-night stay at the Everwood was supposed to be just that. But there’s something about the old house—or maybe its intriguing caretaker—that pulls him in.
Together, Mara and Marshall set out to save the Everwood. But its secrets run deeper than they could’ve imagined. As they renovate the house and search for its missing owner, they’ll each confront the pain that brought them to the Everwood in the first place . . . and just maybe discover a faith and love to help them carry on.
Melissa Tagg is the award-winning author of the popular Walker Family series, the Where Love Begins series and the Enchanted Christmas Collection. Her latest release, Now and Then and Always, kicks off a new series set in her beloved-by-readers fictional town of Maple Valley. Melissa is a former reporter, current nonprofit grant writer and total Iowa girl.
Melissa’s books include a 2018 ACFW Carol Award Winner (One Enchanted Noel), an RT Book Reviews TOP PICK (All This Time) and a Publishers Weekly Spring Top Ten Pick (Like Never Before).
Melissa has taught at multiple national writing conferences, as well as workshops and women’s retreats. When she’s not writing, she can be found hanging out with the coolest family ever (not that she’s biased), bookworming, watching old movies, and spoiling her nieces and nephews. Melissa loves connecting with readers at www.melissatagg.com and on Facebook and Instagram.