Come to think of it …
Size doesn’t matter. Strategy does.
“If you’re an author with a growing social media audience but disappointing book sales, the solution usually isn’t getting more followers, it’s creating better structure.” ~ Rob Eagar, book marketing expert
In a recent post, “Why So Few Instagram Followers Buy Books,” Rob Eagar explains the problem isn’t the size of one’s audience. It’s how “social media trains people to consume ideas.”
In what he calls the micro- and macro-content economies, Eagar places Instagram in the micro-content economy because of its short posts, quick insights, and swipeable advice.
“The idea is to deliver small bursts of value in a matter of seconds.”
Books, however, belong in the macro-content economy. A book is “not a quick swipe. It’s a commitment.” It asks the reader to slow down, invest time, and explore ideas.
Rather than being inspired to buy a book, Instagram followers are satisfied with free advice. Authors don’t need more tactics, Eagar preaches. They need a clearer strategy.
Bridging the Gap
Are you an author with a growing social media audience but disappointing book sales? I am. And I’m looking for ideas to bridge the gap.
According to publishing industry expert Jane Friedman, book giveaways may help. In “The Strategic Use of Book Giveaways and How They Can Increase Earnings Potential,” Friedman compares a free book to a free cheese cube at the grocery store. If you like the sample, you might buy the product.
In “Reader Magnets: The Secret to Attracting More Readers,” Jason Hamilton, mythic fantasy author, suggests offering a reader magnet, which he defines as a free item given in exchange for email addresses. “It could be a short story, a full book, a printable guide, an audio/video resource, or anything else that your target audience would find valuable. The idea is to offer something of value to potential readers in exchange for their contact information, allowing you to build a relationship with them and keep them informed about your work.”
BookFunnel, a distribution tool for indie authors, suggests Author Swaps, which is pretty much what it sounds like. You send out other authors’ books; they send out yours.
If you have any strategies, suggestions, or experience with turning a growing social media audience into book sales, submit them below as a comment.
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