Internet Marketing Book Promotion

Why Authors Should Create an Online Marketing Campaign

Feb 28, 2009

Marketing expert Penny Sansevieri explains why authors can benefit from successful Internet marketing book campaigns in today's book publishing climate.

For over ten years, Penny Sansevieri’s company Author Marketing Experts, Inc. has been helping writers promote their books. Six years ago, she made the decision to focus on publicizing authors and their books through Internet marketing book promotion.

Suite 101 interviewed Sansevieri over the phone on January 28, 2009 and learned how authors can benefit from Internet marketing plans. The following is an edited version of the interview.

Suite 101: What made you decide to specialize in Internet marketing book promotion?

Sansevieri: At one point, there were five hundred books published every day in the U.S. Now that number has doubled. And I realized with those numbers, bookstores were going to run out of self space to promote all the books. And wouldn’t you know – just last year a lot of newspaper book review sections also started curbing.

And consequently authors – especially small press and self published authors – have a much better experience when their book is marketed on the Internet. The return on investment is better, the experience is better, and it’s not so much beating down a bunch of doors that don’t open.

Sansevieri: Well I think a lot of people go online with the idea that, “Oh my gosh, I’m gonna make a fortune!” And that doesn’t happen!

Consumers are leading the Internet. So you can’t speak to your customers in a billboard sales fashion – you have to lead by giving them as much helpful content as you can. Leave your wallet and cash register at home!

The more helpful content you give online, frankly, the more the consumer thinks you know. It sounds counter-intuitive and many people think if they give information away, the consumer will say, “Well I’ve learned enough and I don’t need to buy their book now” – but that’s not true. My personal book sales have never wavered even though we do give a lot of free stuff online.

Suite 101: You’ve mentioned in your books that the more helpful information you give online for free, the more consumers will buy your products since they know how helpful the free stuff is.

Sansevieri: Well exactly! They’ll be saying, “Well, my gosh, if she’s giving this stuff for free, what must she have that I can buy?” And that’s the methodology – the mentality – and the more people that subscribe to that, the more successful you’ll be at building your tribe – your following – online. We encourage all our clients to do that.

Suite 101: Can authors have more success with online book marketing than through traditional bookstores?

Sansevieri: I think certain markets are served better on the Internet because that’s where people look for information. It’s interesting – we’re working with a client who has a book about autism. And we had a brainstorming session last week and he said, “A mom takes her child to a pediatrician and they get a diagnosis, and the first thing the mom does is not go to a bookstore – she goes online looking for help.” So when you lead with that helpful information, you’re going to lead them to your site.

The copyright of the article Internet Marketing Book Promotion in Web Advertising is owned by Michael Jung. Permission to republish Internet Marketing Book Promotion in print or online must be granted by the author in writing.