Every indie author knows that standing out from the crowd is an uphill battle. And, like most battles, it won’t be won by sheers numbers of dollars or manhours. Instead, authors are most likely to succeed if they implement effective marketing strategies.

When I mention marketing, many authors immediately think of digital advertising—Facebook, Google or Amazon ads to name a few. While these may still generate some sales, unless you have hundreds of dollars to pump into the system daily, the return on your investment is likely to be minimal. Believe me, I’ve been there.

The truth is, as most of us in the marketing industry recognize, digital advertising is no longer as effective as it was in previous years. According to a December 2019 article from Statista, about sixty percent of U.S. based internet users disliked ads in video clips while forty percent indicated the same for ads on websites (Guttmann, 2019). Online advertising can actually turn people away from your product or service. Especially if it pops up on their screen while they’re enjoying what they’re watching.

So how can indie authors hope to gain a foothold in this challenging climate?

One way is to focus on gaining favorable reviews from professional journals and industry leaders.

While I realize some authors may think that getting a positive review from organizations such as Publisher’s Weekly or Library Journal is impossible, I would counter that argument with a single question—why is it out of reach? If you believe in your book and the finished product has a professional look, and feel, it should be worthy of being submitted to industry leaders.

Many trade publications are open to submissions from indie authors, with some going so far as to create dedicated channels through which they can submit their work. As the publishing industry continues to rapidly evolve, industry leaders are recognizing the value in critiquing and, in some cases, making a profit from indie authors by charging them for a review.

Now, to be clear, I am not advocating paying for a review from a trade organization. That is a personal decision that each author must make after weighing the pros and possible cons. While a paid review is certainly an option, many journals such as Publisher’s Weekly do accept submissions from indie authors for unpaid reviews. While there is no guarantee that a trade journal will accept your work for review unless it has been purchased, the potential gain that can come from a free review definitely justifies the time and expense in submitting your work for their consideration.

So, how can a positive review help indie authors supercharge their reach?

One of the most obvious ways is by an increase in sales. When Publisher’s Weekly praised In the Shadow of Your Wings by calling it “ . . . an immersive beginning to a series that will appeal to fans of war dramas,” I immediately noticed a huge uptick in sales and overall readership that lasted well beyond the initial publication date of the review. I did not pay for it but, as I urged other authors to do previously, I submitted the novel for PW’s free consideration. The results spoke for themselves.

Moving beyond immediate sales, a review from a trade journal increases your credibility as an author. This credibility is invaluable. Libraries often use an endorsement from a trade journal when deciding whether or not to add your book to their collection. But in addition, favorable reviews can pave the way

for public speaking engagements which, as I’m sure you’re aware if you’ve read my previous article on winning stages, is worth its weight in royalties.

What trade journals should an author target?

When deciding which journals might be most beneficial, look at the works that they have already reviewed. Many of the larger publications cover a range of topics/genres but, if your work is aligned to a more specific audience, you may benefit from a smaller journal that reaches a solid targeted group.

Also keep in mind the respective deadlines of your journals. Some require submissions several months ahead of the publication date, so be sure to plan accordingly.

While the changing mechanics of the publishing world may seem daunting, persistent authors can turn these changes to their advantage, using them to supercharge their reach.

If you want help identifying a useful trade journal or would like to discuss your overall strategic marketing plan, book a call with me online. I’d love to help.

JP Robinson

View Part 1 of this series here.