Welcome to the crazy world of marketing your books to a holiday audience! Yes, for today’s blog, I’m wearing my marketing coach’s hat. So take a deep breath and let’s talk a little about holiday marketing.
A Different Audience
Gift buyers aren’t necessarily your normal audience. You aren’t talking to the people who will be reading the book, but to people buying for a potential reader.
Give yourself a minute and repeat after me guys: You aren’t talking to your reader.
Know Your Comps
“Comps”: the industry phrase for “books/movies/TV shows you can compare you book to.” You’ll need these eventually no matter what and I promise a blog about the whys and hows later on. But holiday marketing is a good example of a “why” so for now, trust me on this.
When I worked in indie bookstores comps were one of my biggest friends at the holiday seasons. People would come in knowing books their loved ones had read and liked, tell me those, then ask for something similar that they could buy as a present. So I had to know “If you like A, you’ll probably like B.”
When you meet people- whether they are face-to-face at farmer’s markets and book fairs or online over social media- gift buyers are going to ask you the same questions. “My granddaughter just finished Fourth Wing and wants more books like that. Will she like your book?” “My daughter reads everything Lisa Jewell writes. Is you book something she’d read?”
Knowing what books (or movies) you can compare yours to is probably going to be your greatest strength when you’re talking to the gift-buying public. When you can say “My book is Pride and Prejudice meets Fourth Wing vibes” you know who will like their present and who should pass you by.
+
=
How to Make Comparisons
How can you make sure you’re hitting the mark with your comparisons? Ask your beta readers! Make it one of the questions you specifically put to them right in the beginning or go back and ask them. It can be something general, like “What books would you compare this to?” or something more specific, like “I’m thinking of advertising this as for fans of Lisa Jewell. Do you agree?” If your book has been getting reviews, check the reviews to see if they mention any comparisons that you can use. “This book would be great for fans of Janet Evanovich” or “If you liked Game of Thrones you’ll like this fantasy world” type of quotes are certainly something you can use!
Caution!
Word of caution. This is a good place to not get creative. Making comparisons that don’t work is a huge bummer. People go in expecting a certain thing based on those comparisons and when they don’t get it, expect your reviews to reflect that. I read a mystery recently that claimed it was Knives Out meets Bridgerton and the let down I felt when the only thing they had in common was that they would both be considered mysteries was huge.
Remember, like so many things with your book, you may be too close to be objective. Check with a few friends or other people you know who have also read you book to see if they agree with your comp before you use it on holiday buyers (or anyone else!).
Holidays can be the most stressful time of year for everyone. Some gift buyers will want to obsess over the “perfect” book to buy – which no one can guarantee because every reader is different- while others are up for taking risks and buying from new authors. Just be open, friendly, and honest with everyone.
I believe in the end the best impression we leave people with is the one of ourselves and our personalities, the positive interaction we have with them. Did you talk to someone at a book fair and they weren’t sure about buying your book? Give them a free bookmark anyway. They’ll remember the positive interaction with you and will probably tell their book person about you anyway (and share your bookmark). So possibly that potential buyer will still check out your website for themselves and that, combined with the positive comments from their friend, may turn them into buyers in the end.
Comments