Showing true confidence in your writing is the key to success when it comes to marketing your published book, as these authors explain.

by Charles Breakfield and Rox Burkey

We are reminded of the old story about the young, new sales guy going to call on his first customer. When the door opened after he knocked, he was confronted by a grizzled matron who challenged, “What are you trying to sell me?” All the confidence drained from his memorized sales pitch. He looked at the ground and mumbled, “You wouldn’t want to buy my vacuum cleaner, would you?” After a few seconds of silence, the young man turned to leave and said over his shoulder, “I didn’t think so.” We’d guess you’ve been that guy at some point. If only he had looked her in the eye and stated, “I’m not here to sell you anything. I’m here to show you my amazing vacuum and how fast it can clean your floor.” That’s the difference between selling and marketing.

When you have unwavering confidence in the quality of your product, sales will naturally follow. This principle is particularly pertinent to independent and small press authors. Consider the journey of Tosca Lee and her book offerings. She began with an e-book and perhaps a paperback. But why stop there? Why not also offer a hardcover or audiobook? The only thing that often holds authors back is a mix of uncertainty and extra expenses. They assume their preference for e-books or paperbacks would match everyone else’s. However, it may also include the additional publishing costs for various formats.

Authors must understand their target audience to ensure suitable formats are available when establishing the right marketing strategy. This understanding empowers you to make informed decisions and develop a strategic approach to your marketing. When an author offers all formats and invests in language translations to sell into international markets, they light a beacon of confidence in their products. This approach, while challenging, is not just a sign of confidence but also an inspiring journey that can motivate you to explore new avenues for your marketing while expanding your fan base.

Arguments for a variety of formats come from firsthand experiences. At a recent trade show, a blind man paused at our table to ask about our books. A spirited conversation ensued about the lack of available media for sight-challenged individuals. We provided a link to our website where he could listen to samples of our stories. He liked the audiobook alternative but suggested there is a broad, untapped audience of blind people who enjoy reading in braille. We also learned federal grants are available to translate books into braille.

When you have unwavering confidence in the quality of your product, sales will naturally follow.

More than once, we’ve spoken to potential customers who pick up our books at an event because of the covers and the tease on the back cover regarding the content. They moaned about a lack of time to sit and read. When the audiobook version was suggested, they jumped on it, saying they could listen easily while driving, doing chores, or relaxing on vacation. Charles swears one guy said he’d listen while traveling to the ISS space station, but Breakfield is a master storyteller.

The hardback or case cover offering came out of left field by an organization marketing to a specific captive market. They requested our newly released book of selected short stories for the international jet-setter audiences they serve. They insisted on paperback and e-book formats as well as hardback and audiobook. The other argument for the case cover format came about as the selected short stories were perfect as a gift for someone special. The format wasn’t a huge stretch from a cost perspective, yet it quickly reinforced the concept of marketing confidence to fit the buyers’ needs. We won’t be passed over for not having the desired format where we can map our way to reach the buyers.

We wrote this article for an issue featuring an interview with Tosca Lee. We looked at her offerings and smiled, thinking that Tosca Lee and her publisher, Howard, agreed with the multiple media offerings. Below is a snapshot of one of her book offerings on Amazon:

The variety shows buyers the author has confidence in the product and an additional selling tool. Add in the handwritten reviews that reflect satisfied buyers and a great synopsis; there can be little doubt that authors need to offer their manuscripts in all formats.

One tip we think is a critical differentiator for indie and small press authors selling on Amazon is the A+ ads. Though Tosca and her publisher chose not to leverage this free feature, the number of positive reviews by her fans illustrates the reach to a broader audience. Offering a book, fiction or nonfiction, in all formats, illustrates an author’s confidence in their writing and is an ideal, best-selling marketing strategy that leads to fabulous sales.

Write what you are passionate about and approach readers/buyers as a marketing strategy, not just a sale. Observing what your competitors offer and noting the price-to-page count ratio is crucial. Are you value-priced or overpriced? Revisit your Amazon synopsis/summary every three to six months to keep it fresh. Remember, you know more now and write better than last year. Stay informed to meet the evolving market head on.

Breakfield is a technology expert in security, networking, voice, and anything digital. He enjoys writing, studying World War II history, travel, and cultural exchanges. Charles is a fan of wine tastings, winemaking, Harley riding, cooking extravaganzas, and woodworking.

Burkey is a technology professional who excels at optimizing technology and business investments. She works with customers all over the world focusing on optimized customer experiences. Rox writes white papers and documentation, but found she has a marked preference for writing fiction.

Together, these Texas authors create award-winning stories that resonate with males and females, as well as young and experienced adults. They bring a fresh new view to technology possibilities through their exciting stories.

You can connect with them on Facebook, Instagram, and X. Learn more about the Enigma Series at their website.