3. Utilize author communication.
Alerting existing loyal readers that their author has a new book—through a combination of the author's website, e-mail newsletter, Twitter or other social networking platforms, and inserting information into the author's prior books—is the third-most important source of new book discovery (after browsing bookstores and personal recommendations). Readers respond to the authors they enjoy most.
4. Rely on both traditional and non-traditional marketing methods.
News, reviews and author interviews, both print and digital, are the fourth-most important source of new e-book discovery for all book shoppers.
5. Target niche online communities.
The latest research on online mass media like Facebook and YouTube shows that these sites are extremely limited in creating new-book discovery (accounting for less than 1 percent). Focus on communicating through highly targeted sites and communities with a shared interest in the book's topic. Reaching a few highly committed readers is far more effective than chasing a disinterested mass audience.
Conversion: "Do book browsers convert to book buyers?"
6. Play to your author's strengths.
The No. 1 reason people buy a new book is because it's written by an author they like. While an author may not have name recognition, the title of their prior book or a major accomplishment outside of writing may be well-known. Make sure the book cover and copy clearly connect the author to what they're known for. It's often not their name, and it's much harder to convert a book browser to a buyer of a totally unknown author.
7. Effectively craft your "short message."
After author influence and personal recommendations, the third-most important reason people buy a book is its introductory or "short" message—defining why the book is interesting enough to buy—through title, subtitle, cover design and jacket copy. Develop an introductory message with the intensity needed to convert casual browsers to actual book buyers.