There are a lot of similarities between the marketing of an eBook, and the marketing of an audiobook, particularly if that audiobook is done as a digital download. There are also huge differences. Nearly everyone reads. They might not do it by choice, but you just can’t get through life without it. Listening to audiobooks is an acquired taste – an experience many have blockages against – prejudices preventing them from giving it a fair chance. I wrote recently about not making smaller boxes out of those you already have for marketing. Audiobooks are already constrained by their own box. There are fewer listeners than readers, though the audience is growing slowly.
There are fewer large, commercial review outlets for audio. The old-school audiobook community is a very literary community. While there are big markets for genre audio, the real attention goes to celebrity and award-winning narrators, NYC commercial authors, and publishers with deep pockets. Advertising, banquets, even a simple nomination for an award that is supposed to be for the best in the field – cost a lot of money. It’s an infrastructure built through the old publishing industry, where audio was expensive, very few titles were commercial enough to make it through the studio, and for those that were deeply involved, there was money enough to sustain all of the above. There still is – at the top – but the business is expanding, and if those of us doing audio at a lower financial level are going to compete, we’re going to have to have a bigger boat, and we’ll have to build it ourselves. Anyone know how to measure in cubits?
There is good news. New review sites have cropped up. There is a site – The Audiobook Jukebox – that aggregates reviews from other sites, and from blogs, and they index them for easy access. ACX – the program that has made audio possible for so many that it was not possible for before – has made the acquisition of review copies easy, and they actively encourage promotion through social media, blogging, networking, and other means, and they are knowledgeable, incredibly helpful folks.
That said, don’t put down your tools. We still need that boat and it has to be one big mother ICEBREAKER of a boat. We have serious walls to break down, and it isn’t going to happen overnight. I’m going to start with just a couple of points and see if we can work up some discussion.
1) Unless you have Deep pockets, do not concentrate your efforts on the old-school marketing techniques for audio. It’s a tough sell, even if you get yourself involved, and it’s unlikely you will overcome the “editors choices” and sponsored titles unless you are independently wealthy.
2) Do not separate your audiobook marketing from your eBook and print book marketing. Amazon has a new program called whispersync. While there are still pricing issues with this, encourage people to pick up the audio AND the eBook when you can.
3) Don’t be in too much of a hurry. Study your book. Figure out who would sound best doing it. Research voice talent and cast the best possible voice. This is critical. As a publisher, I made a few bad mistakes early on, and those books have suffered. Don’t skimp on editing. Listen to your book if possible yourself, and if not, find someone else with the time to do it. Test your voice talent across the range of characters. When you offer a sample to be auditioned, try to include as much diversity in that sample as possible.
4) Include your audio – and if possible your narrator – in marketing material. Talk about the experience of the audiobook while you are marketing. interview the narrator if you get a chance. In other words, network.
The old world of audio treated narrators the same way tie-in and licensed novel markets treat authors. You do the work, they pat you on the back, and you move on to the next project. The new paradigm calls for teamwork; it’s now possible for authors and narrators to share the risk, and the possible success, of a project. For that to happen, you also have to share the marketing…it’s likely that if they are not a major voice talent, the narrator will have a smaller fan base – but listen up. THEIR fan base all listens to audiobooks. The odds are only a small percentage of an author’s fan base does the same. Work together. Be creative. Try to do interviews, and always – ALWAYS include the synopsis, the audio sample, and (broken record again) one-click-to-buy link.
I open this to the floor but here is what I’m looking for. What are good ways to get more people to listen to audiobooks? Where can we turn to market that is not being covered now? What is the key to building the new audiobook infrastructure – not trying to retool the small, stuffy box that surrounds audio now, but to build something big – new – part of the digital revolution? More to follow shortly, upcoming video marketing tactics from https://themarketingheaven.com/shop/youtube-likes/ will enlighten you on some contemporary means of advertising anything these days with the luxury of video.
Next post will be a report on how some eBook promotions we have tried, and are trying, stack up – and why. You will notice that I have included two one-click-to-buy linked images in this post. The first, Aliens in the Backyard, is currently our best-selling audio title at Crossroad Press. This title will is narrated by Kevin Pierce, and will also be featured in that next post, so stay tuned. Trish & Rob MacGregor have written a number of very cool books, fiction and non fiction, and run a blog where they talk about Synchronicity. The second book – INTERMUSINGS – is a collection of stories that I’ve written over the years in collaboration with others. My co-creators include Brian Hopkins, Patricia Lee Macomber, John B. Rosenman, Rich Rowand, Stephen Mark Rainey & Brett Alexander Savory. The narrator – Mr. John Lee – is a world class talent and one of my all-time favorite narrators. His rendering of the story in this collection “The Purloined Prose” is worth the price of the book.
These stories represent decades of collaboration between author David Niall Wilson and a wide array of talented authors. All have been professionally published – some have been reprinted and collected. All are the result of two muses meeting on paper. Meet a modern day Don Quixote, fighting Y2K bug nightmares, and striving to save the woman of his dreams. Learn how Edgar Allen Poe might have found his tales. Face off on a lonely mountaintop with Lovecraftian nightmares. Join a young man in a ghostly race to save a relative from cancer. Follow a cross-wired detective in his hunt for a lycanthropic killer bent on ending every serial killer she encounters. See what might happen when two minds fall into “balance”.
What if Dr. Watson was the client…and someone who was dead – was not quite there? Visit a science-fiction future where artists capture images in crystals. What if government control over sex and reproduction got out of control? Listen as a piano man drops back into the nightmares of his past. Finally – a sailor on his way home finds a place even farther away than he ever dreamed.
These are the tales of Intermusings – previously published as Joined at the Muse. This new audio edition includes an Introduction by David Niall Wilson on the art of collaboration, and a sneak preview of the first chapter of the collaborative novel Hallowed Ground by Steven Savile & David Niall Wilson.
- Introduction by David Niall Wilson
- “A Poem of Adrian, Gray” – with Brian A. Hopkins
- “The Purloined Prose” – with Patricia Lee Macomber
- “A Wreath of Clouds” – with Stephen Mark Rainey
- “Moon Like a Gambler’s Face” – with Ricard Rowand
- “La Belle Dame, Sans Merci” – with Brian A. Hopkins
- “La Belle Dame, Sans Regret” – with Brian A. Hopkins
- “Ribbons of Darkness Over Me” – with Brett A. Savory
- “Death Did Not Become Him” – with Patricia Lee Macomber
- “Within an Image, Dancing” – with John B. Rosenman
- “Virtue’s Mask” – with Brian A. Hopkins
- “Sing a Song of Sixth Sense” – with Patricia Lee Macomber
- “Deliver Us From Meeble” – with Brian Keene
ALIENS IN THE BACKYARD:
In the early morning hours of March 28, 2011, Charles and Helene Fontaine experienced something that shattered their beliefs about the nature of reality.
One evening in 1981, Connie J Cannon was on I-75 with her young son, en route to their new home in Florida, when they suddenly found themselves on a military base, with a man in uniform holding a gun to her head as three Grays stood nearby.
In 1979, Diane Fine was on her way from upstate New York to Vermont to see an obstetrics specialist for her high risk pregnancy, and experienced two hours of missing time. When she was finally examined at the clinic, she was told wasn’t pregnant.
In 1970, pilot Bruce Gernon was chased by something through the Bermuda Triangle and he has been talking about it ever since – to UFO Hunters, the Discovery Channel, National Geographic, the History Channel, the Sci-Fi channel, and all their foreign counterparts.
These individuals have never met. But they share something significant. In 2003, a Roper Organization survey revealed that 33 million Americans may be abductees. Aliens in the Backyard is their story.
Up front, again, this is me talking. I’ve been doing this a long time. I currently run a successful publishing house. I interface with, follow, and pay attention to hundreds of writers daily. It’s just what I think…
I don’t care what people tell you about Social Media Marketing. I don’d care if perky, smiling, very friendly online folks tell you they can get you X,000 of followers, friends, compatriots, groupies, etc…that you should do events, online blitzes, or any number of other things sure to turn you into the next Internet sensation. Most of that is crap. I’d go as far as about 95 percent. Marketing, like anything else, is work – and many times it’s hit and miss.
Yes, you should have a Facebook Page, particularly if you have time to use it (Not your personal profile, but an author’s page where you talk about your books, writing, and things you believe would interest fans).
No, you should not have a new page for every book, or probably even every series. You have a set number of people who see your marketing posts on Facebook. You have another group (probably with some cross-over) on your personal profile. Most of them won’t mind if you talk about your new book. Most of them will mind if you endlessly post links to it with no new content. If you take the “social” out of social media it’s nothing but an irritating spam-screen of dreck, and it will be duly ignored.
No you should not create an online “event” every time you launch a new book. The only people who will see your event launch notice are the same people who would see a thoughtful post on the new book with a link if you just put it on your author’s page. The more events you have, the smaller the box of folks who will agree to be irritated by it. Marketing is already hated in most cases. Fans seek out the new work on their own. Marketing is for people who are not yet fans, and pissing either group off is not the way to build your presence.
The key to successful Internet marketing has a couple of words associated with it. REACH and DRAW. The biggest key to marketing anything is to widen your reach. A thousand “likes” on your posts on Facebook aren’t half the use to you that 200 shares are. Those people sharing have different boxes that they play in, and if they share your posts, a lot of people who have never heard of you might see them. For this you need DRAW. You need interesting content- not too long – with the proper one-click-to-buy link in it. It needs to look interesting enough to stop a scrolling mouse. It needs to look worth the few seconds that clicking it entail, and once the person has clicked, it needs to very efficiently sell them your book.
To recap. Poke holes in your box and work from the inside out. Do not pummel your ‘friends’ with endless marketing posts. Do not make tiny boxes within your bigger box. The same is true on Twitter. Using some app that draws in smaller groups to talk is a good way to focus on a topic, but it’s not a good way to market…the only people likely to use that app and take the time already want your book. That is “maintaining” your box. If you want it to be bigger, you have to find ways to reach new faces – real faces. Those perky smiley helpful people will not do this for you. Mostly they will get you thousands of other hopeful authors looking at your posts wondering why you don’t buy their books – and a lot of fake people who never existed stroking your ego as your numbers skyrocket. Marketing – like writing – is work. There are no shortcuts.
And of course, a steady stream of new work. Write. ALWAYS have something new to talk about. Never sit back and spend hours selling the one book you already wrote. Keeping your name relevant, your work consistent in quality and output…these help build what – eventually – will be your fandom. If you need it by tomorrow, you are probably out of luck.