There's something your trad publisher hasn't explained to you about marketing. And not understanding it might be killing your sales.
You've been posting about your book on social media for months. You've shared cover reveals, behind-the-scenes shots, and heartfelt posts about your writing journey.
The result? Crickets.
Here's why: You're focusing on the least effective part of your marketing responsibilities while neglecting the activities that actually sell books.
When authors say they're "bad at marketing," they usually mean they don't understand what their job actually is in the marketing process. Or maybe they do but they don’t understand why they have to do those activities…or what they are trying to achieve.
The truth is, book marketing is a collaboration. And too often we focus on the wrong part of the funnel.
Think of marketing like a funnel with four levels:
TOP (Discovery): Where people first hear about you
MIDDLE (Engagement): Where they get to know you as a person
BOTTOM (Conversion): Where they actually buy your book
RETENTION (Keep): Where they become repeat buyers
Where do your publisher's strengths lie?
The top! Cover design, paid ads, retail placement, media outreach—that's their wheelhouse. The bigger your advance, the bigger their investment here.
But if you're like most authors with a modest advance, you don't get that fire hydrant of top-level attention. Which means your sales can feel like a trickle instead of a flowing river.
Here's the opportunity: Focus on maximising your part of the collaboration.
Looking at this breakdown, can you see where you've been spinning your wheels?
Top of Funnel:
Cover, Paid Ads, Influencer Outreach, Face-Out Retail Placement, Submissions to Awards, Media & Publicity, Social Media, Articles & Interviews
Middle of Funnel:
ARC Distribution, Bookseller Newsletters, Press Releases/Media Kits, Book Club Questions, In-Person Events, Newsletter, Interacting with Readers, Online Communities, Digital Branding
Bottom of Funnel:
Price Promotions & Sales, Good reviews, Pre-Order Competitions, Back-List Promo, Teaser Chapters, Website
Retention:
Quality of your book, Regular Newsletters, Email List Building
Tomorrow, I'll show you the time-wasting marketing trap most traditional authors fall into—and exactly how to escape it.
Have you been focusing on the right part of the funnel? What’s working for you? Share in the comments 😊
I like how you laid this out. I have seen marketing funnels before, but I really like how you tailored it on the detailed side. Looking forward to your post next week!
The graphic is very informative