You’ve poured your heart and soul into that manuscript, slaved over countless drafts, and finally released a nonfiction book into the wild. Bravo! You’re now a literary warrior.
You’ve created a masterpiece, but brace yourself because the real fight is just starting. You’ve joined the ranks of thousands upon thousands of other books, all vying for attention. You’re battling a tsunami of titles and authors.
The big question is: how do you stand out, grab your readers’ attention, and make a lasting impact?
Welcome to the marketing marathon, where “resilience” is your secret weapon in the battle for recognition.
“Resilience” might sound like a fancy word for “toughness,” but it’s more than just gritting your teeth. Rather, it’s a mixture of adaptability, optimism, and a touch of thick-skinned confidence. And you’re going to need all of these because your marketing journey will include small, medium, and large doses of rejection, silence, and doubt.
There will be days when you wonder whether all your hard work was worth it.
Take book reviews, for example. You send your baby out into the world, hoping for critical acclaim, only to be met with…crickets. Or worse, a lukewarm “It’s insightful, but could have used more pictures of cats.” Ouch. That’s where your resilience kicks in.
It’s learning to separate constructive criticism from noise and understanding that, much to your chagrin, not everyone will love your book.
Rather than give up, setbacks and disappointments merely act as fuel to push harder.
Marketing isn’t just about hitting publish and hoping for success. It’s a dynamic process, like a dance with an ever-changing audience. You have to be quick to adapt, willing to try new platforms, and ready to switch up your approach. For example, an informative blog post may attract only a few readers, while a light-hearted TikTok video could go viral.
For a better understanding of how important resilience is to your marketing efforts, check out the following seven key aspects and their practical examples:
1. Understanding the Need for Resilience: In a marketplace brimming with options, your book isn’t just competing with others; it’s vying for the reader’s limited time and attention. Consider J.K. Rowling’s initial rejections or Stephen King’s stack of “not interested” notes — resilience is about persisting despite these hurdles.
2. The Dual Role of an Author: As an author, embracing the role of a marketer is no longer optional. Take, for example, Tim Ferriss, who actively engages with his audience through his blog and podcast, demonstrating how integral marketing is to an author’s role.
3. The Long-term Nature of Book Marketing: Marketing is an ongoing process. It’s like what Rick Riordan did with his Percy Jackson series, consistently engaging with fans and keeping the buzz alive, long after the initial publication.
4. Experimentation in Marketing: Trying out various strategies is key. Malcolm Gladwell’s use of speaking engagements to market his books is an excellent example. Not every strategy will work, but each teaches a valuable lesson.
5. Targeting the Right Audience: Knowing who your book speaks to is essential. Michelle Obama’s “Becoming” resonated with a wide audience but was particularly impactful among young women, showcasing the importance of understanding and targeting the right readers.
6. The Value of Feedback: Constructive criticism can be a treasure trove of insights. Elizabeth Gilbert’s shift in writing her post-’Eat, Pray, Love’ was partly influenced by reader feedback, highlighting its importance in refining your approach.
7. Combining Hard Work with Smart Strategies: It’s not just about putting in the hours but also about strategizing effectively. Yuval Noah Harari’s use of social media to discuss themes from his book “Sapiens” demonstrates how smart strategies can augment hard work.
Marketing your nonfiction book takes resilience and adaptability. Embrace the challenges, learn from every step, and stay committed to the long game. There’s an audience waiting for your insights, and it’s your responsibility to connect with them. Experiment with different outreach strategies, identify your book’s champions, and actively listen to their feedback. This blend of perseverance and strategic action is what propels your work from desk to bookshelf.
Succeeding in non-fiction marketing requires strength and flexibility. Understand that it’s a marathon, not a sprint. Be willing to wear different hats, embrace continuous learning, and explore diverse promotional avenues. Prioritize connecting with your ideal readers, value their perspectives, and dedicate yourself to consistent, smart effort. These are the pillars that bridge the gap between your manuscript and the hands of countless readers.
Robert Louis Stevenson puts a bow on this resilience package with the following quote:
“Don’t judge each day by the harvest you reap, but by the seeds that you plant.”
