How to Market a Backlisted Book

Diana Y. Paul, author of Things Unsaid

Once buzz of a new book has died down, there’s nothing you can do to market that book except publish the next one. Is that the myth you’ve accepted?

You can continue marketing a book effectively to reach new readers well after its release date. Think of how many books you read that were published way before this year!

A backlist title typically refers to a book that has been on the market for at least a year, as opposed to a newly-minted book released from a publisher in 2019. Bookstore shelf space is limited, and only the backlist titles that sell at a significant rate or are part of a seasonal promotion will find a spot on the bookstore shelf. But, your readership is out there.

So, how to get to them?

There are a host of wonderful marketing opportunities for those of us who have had books out for over a year. My debut novel, Things Unsaid, will celebrate its fourth anniversary this October, so  I have begun experimenting with different marketing strategies as I complete my next novel. 

Cyber bookstores and bookstores not in the locations you are familiar with can be an author’s best friend. Technology has eroded some of the distinctions between new and backlist books, giving more access to a digital marketplace that puts all books on the same timeless shelf provided by the virtual bookstore. The fact that backlist books can now always be digitally available has created a different type of consumer browsing and significant shifts in marketing campaigns.  

First, let me share my experience with physical bookstores that are not in my general geographical location: northern California. To reach those in the Midwest, New England and the South –besides the distribution services through Ingram and She Writes Press (my wonderful publisher)– I relied upon a dynamic distribution service called DartFrog, also a small indie publisher, who offers exposure in bookstores for authors who published with other small presses.

Several sister author-friends had suggested DartFrog with enthusiasm and high praise. I must echo how wonderful I have found working with them–and would not have discovered DartFrog on my own.

My debut novel is now available in sixty-five bookstores which have an agreement with DartFrog to display exclusively on shelves reserved for books that they have read and screened for display.

I cannot recommend them highly enough: efficient, responsive, providing bookstore display photos, and social media shout-outs for a fee-based service. I do not think I could duplicate this service on my own.  My book events take me only to places in California and in New York City, with an occasional detour to another English-speaking country (Canada, Australia, and New Zealand). How thrilling to have bookstores in new regional markets display my backlisted book! And I now have photos from each of these sixty-five bookstores to use on Instagram, Twitter and my other social media as well as on my author website.  

And for those who are social-media savvy, posting on topics similar to your book’s theme–on Twitter and Instagram–can be invaluable in not only casting your reach far and wide for new potential readers, but also in learning more about how other authors are using social media to find and then connect with readers.  [Deborah Burns, author of Saturday’s Child, has highly recommended Instagram as a way to reach book bloggers and book clubs.] Still, never forget your local community!

Stop by your local favorite bookstores and even gas stations to drop off copies of your books. 

Some of my fellow authors swear by is Facebook advertising, but it just didn’t work that well for me. I do not have a dedicated author page, which I think is essential for Facebook advertising. But check this one out too, as a possible extension of your distribution and marketing plan.

 As for other Facebook strategies, I think that FB author groups which help promote your book, offer giveaways and sometimes author interviews are not only enjoyable for learning about other readers and authors’ books, but also provide new venues for discussing your work. 

I’ve been involved with Bookworms Anonymous, Aspiring Novelists, Talking Fiction, Women Writers Women’s Books, The Book Authors Club, The Write Review (and Write Reviewer’s Bookclub), and Novels ‘n Latte. Hundreds of other FB groups are devoted to books and writing.

Focus on all formats for your book: paperback, ebook and Audible. Some blogs and advertising (including giveaways) are dedicated to Audible and ebook formats exclusively. Great tips on creating new formats like Audible can often be found on these FB sites as well. (See also my article under the Creative Process: “The Audible Format–A How-to Guide” on my website:  https://www.dianaypaul.com) Audible can be a new sensory experience even for you the author–instead of the visual one that first comes to mind.

And finally, a word about book reviews. Garnering more reviews for a book isn’t something that stops once a book has been sent out into the world during its inaugural year. Good reviews increase visibility. That means more book sales. [Amazon takes into consideration recent reviews in positioning your book on their site too.] The more reviews a book has, the more the reviews can hook in new potential readers onto the book’s product page. Reach out to potential reviewers by mentioning, in any online interview you have, how you appreciate time and effort to write a review, an invaluable gift for any author  Some readers do not how important their reviews can be for an author.  

Reviewing other authors’ books is also an indirect way of hoping for more reviews from other authors and readers of similar genre, as well as supporting their books.  Be aware that some publications and online websites will not publish book reviews of backlist titles. However, Publishers Weekly, Kirkus, and Foreword Reviews offer reviews, even on older books. Running an effective price discount (on Amazon and/or BookBub) often leads to additional reviews. But remember, for many readers writing a review is like the dreaded high school book report.   Encourage them to give a star-rating, if they do not have the time or the inclination to write a review.

With so many books on the market, not to mention TV, films, Netflix, the internet and many other enticing distractions clamoring for our attention, how does an author get her backlisted book to stand out? As the release of my second novel approaches, I hope I have presented a few tips worth sharing here that have worked for me.  Enjoy the rebirth of your pride and joy!

Note:  Another –I think indispensable–tool for marketing any book, new or not-so-new–is AMS: the Amazon Marketing Services campaign– designed as an auction determined by keywords, but I will discuss that in a future article devoted to maximizing advertising on Amazon.

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Diana Y. Paul was born in Akron, Ohio and  has a Ph.D. inBuddhist Studies from the University of Wisconsin-Madison and has a B.A. in both psychology and philosophy from  Northwestern University. Diana is a former Stanford professor in Buddhism with a focus on the role of women and intergenerational families.

Diana Y. Paul is also the author of three books on Buddhism, one of which has been translated into Japanese and German.  Her short stories have appeared in a number of literary journals. She lives in Carmel, CA with her husband and calico cat, Mao. Her second novel, Deeds Undone, a mystery continues the narrative of Things Unsaid.  A Perfect Match will be her third, When not writing, Diana creates mixed media art. Her art has been in museums and galleries in California, Hawaii, and Japan. Visit her blog on movies and art at:

To learn more about her and her work, visit her author website at http://www.dianaypaul.com and her blog  http://www.unhealedwound.com or follow her on Twitter: @DianaPaul10.

Winner of New Adult Fiction– Beverly Hills Book Awards for 2016

Winner of the 2016 SILVER Medal for Best Fiction in Drama from Readers Favorites

Finalist USA Best Books Awards 2016 in Literary Fiction and in New Fiction

A story of the complexity of the bonds between parents and children and how difficult it can be to escape them, Things Unsaid is a highly charged family saga of characters fighting for space to breathe.

Jules, her sister Joanne, and her brother Andrew all grew up in the same household–but their varying views of and reactions to their experiences growing up have made them all very different people.

Now, as adults with children of their own, they are all faced with the question of what to do to help their parents, who insist on maintaining the upscale lifestyle they’re accustomed to despite their mounting debts. A deft exploration of the ever-shifting covenants between parents and children,

Things Unsaid is a ferocious tale of family love, dysfunction, and sense of duty over forty years.

“With a grace that is absorbing and deft, THINGS UNSAID tackles many difficult questions, including filial responsibility, depression, marital strife, and sexual identity. …The author depicts heart-wrenching conundrums as the three siblings are forced repeatedly to evaluate their personal priorities….An engaging tale of family dysfunction and intractable senior citizens.”

—Kirkus Reviews

 

 

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Category: Contemporary Women Writers, How To and Tips