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!
So glad you've found it helpful. I've made another one where I map all the Substack tools against the funnel. Just working on that article, they take time to pull together!
There is one thing about book marketing that drives me crazy. And here I have to say that I am focused on history and serious nonfiction. Authors who leave the back ad to the publisher and don’t advocate for better. I’ve found that a good one distills the book’s argument well and a poor one does not. I think writers who understand why their book has something to say get more books sold. It affects structure, title, positioning. Writers have control over that.
I think you are right that fiction writers have a harder time with that. Have you come across The Publishing Rodeo podcast? It was started by Sunyi Dean who wrote a Sunday Times bestseller and in it she and her colleague interview a ton of debut authors about marketing and other issues. I enjoyed hearing about the different experiences of many different people. Anyway I’m looking forward to seeing you distill more good stuff in graphics! Thanks
I’ve run an online business for many years and grew it to six figures, so I have a lot of experience with funnels.
Annie, you’re absolutely right: unless you have a clear sequence in your head—knowing exactly what you’re doing at each stage and why—you’ll end up running around like a headless chicken with little to show for it.
There’s a metaphor I really like: the dry tinder. In a forest, this is the highly flammable material—dead leaves, twigs, grass—that builds up over time. The more dry tinder there is, the easier it is to spark a fire.
In marketing, you build up dry tinder when you write newsletters, show up on social media, reply to comments and emails, etc. You set it on fire by giving people a reason to buy your book now, usually some kind of deadline.
People who’ve followed you for a while are often willing to buy your book. What they need is a reason to do it now, to bump it to the top of their queue. And those reasons usually boil down to two things: discounts and bonuses.
Discounts can be tricky if you’re traditionally published and don’t control pricing, but indie authors do this really well with special launch prices, bundles, etc.
What I believe any author can do, no matter their publishing path, is offer bonuses. Competitions, private book clubs, giveaways, extra material that’s only available if you buy before X... all of that sets the tinder on fire.
Talking about your book to a cold audience is like lighting tiny flames in a wet, clean forest. They don’t know you, so why would they care? You have to start laying the groundwork long before that, and then give them a compelling reason to buy now, instead of “someday.”
P.S. I write these long-ass comments because my Substack is not about this and I really really like talking about marketing and copywriting. I hope it's not too much!
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
So glad you've found it helpful. I've made another one where I map all the Substack tools against the funnel. Just working on that article, they take time to pull together!
There is one thing about book marketing that drives me crazy. And here I have to say that I am focused on history and serious nonfiction. Authors who leave the back ad to the publisher and don’t advocate for better. I’ve found that a good one distills the book’s argument well and a poor one does not. I think writers who understand why their book has something to say get more books sold. It affects structure, title, positioning. Writers have control over that.
I wonder how much control trad fiction authors have? But absolutely, such a good point. It’s one of the first reader promises we make.
I think you are right that fiction writers have a harder time with that. Have you come across The Publishing Rodeo podcast? It was started by Sunyi Dean who wrote a Sunday Times bestseller and in it she and her colleague interview a ton of debut authors about marketing and other issues. I enjoyed hearing about the different experiences of many different people. Anyway I’m looking forward to seeing you distill more good stuff in graphics! Thanks
Insightful! 🙌
I love this, Annie. Such brilliant insights to consider. Thank you for sharing.
You’re so welcome. Thank you Kylie!
I love the way you break things down Annie - I feel like you deliver the ‘ah ha!’ in marketing.
Thank you 🥰
Wow - this is so fascinating. Thank you!
Thanks!
Looking forward to the next part Annie!
Oh, this is going to be a banger!
I’ve run an online business for many years and grew it to six figures, so I have a lot of experience with funnels.
Annie, you’re absolutely right: unless you have a clear sequence in your head—knowing exactly what you’re doing at each stage and why—you’ll end up running around like a headless chicken with little to show for it.
There’s a metaphor I really like: the dry tinder. In a forest, this is the highly flammable material—dead leaves, twigs, grass—that builds up over time. The more dry tinder there is, the easier it is to spark a fire.
In marketing, you build up dry tinder when you write newsletters, show up on social media, reply to comments and emails, etc. You set it on fire by giving people a reason to buy your book now, usually some kind of deadline.
People who’ve followed you for a while are often willing to buy your book. What they need is a reason to do it now, to bump it to the top of their queue. And those reasons usually boil down to two things: discounts and bonuses.
Discounts can be tricky if you’re traditionally published and don’t control pricing, but indie authors do this really well with special launch prices, bundles, etc.
What I believe any author can do, no matter their publishing path, is offer bonuses. Competitions, private book clubs, giveaways, extra material that’s only available if you buy before X... all of that sets the tinder on fire.
Talking about your book to a cold audience is like lighting tiny flames in a wet, clean forest. They don’t know you, so why would they care? You have to start laying the groundwork long before that, and then give them a compelling reason to buy now, instead of “someday.”
Hope this helps someone!
P.S. I write these long-ass comments because my Substack is not about this and I really really like talking about marketing and copywriting. I hope it's not too much!
Thanks for sharing. It’s always so fascinating to get a behind the scenes of marketing.