Estimated reading time: 4 minutes
What if there were a way to make your title known to every potential buyer for free? There is, and it’s called word-of-mouth advertising — people talking to people. It is the most inexpensive and productive way to spread the word about your self-published book. Fortunately, there are ways you can stimulate word-of-mouth communication that will build your sales, reduce your costs, and increase your profits.
People singing your praises removes the aura of commercialism and instills a sense of objectivity about their recommendations. However, you lose control over what they are saying because, through exaggeration or misunderstanding, people may distort your intended message. Since word-of-mouth conversations can be either positive or negative, you must make sure people are talking about your titles constructively. You can do this by stimulating word-of-mouth advertising through the copy on your book cover, your publicity, and communicating online.
Word-of-mouth advertising with book cover copy
Use your cover copy to establish kinship with your readers. Testimonials on your rear cover can also work in your favor, and there are several groups of people who can start conversations. One such group is commercial authorities — people (i.e., the author) who have demonstrated greater knowledge on a topic than the average consumer. In addition, celebrities have proven to stimulate positive feedback because their influence is attributed to prominence in another field. Connoisseurs have excellent credibility because of their authentic but nonprofessional opinion of the title or topic. These influential people serve particularly well with topics involving individual taste, such as cooking or art.
Similarly, the sharer-of-interest brings similar, credible significance to the topic. An expectant mother singing the praises of your book about pregnancy or the criminal investigator endorsing your murder mystery fit in this category. They are not experts, but are everyday people who have read your book and deem it interesting and informative.
Word-of-mouth discussions through press releases
Publicity is an inexpensive and productive way to spread the word about your titles. And you have some control over how your story is told because in many cases the media use the copy in your releases verbatim for their articles.
One way to stimulate positive communication in your press releases is to give proof through your words and actions that you have your customers’ best interests in mind. For example, avoid the sense of urgency in your publicity. Shun terms such as, “buy now or lose this offer forever.” In addition, make your message exciting, helpful, and informative. Understating your sales points may enhance the communication and instill a sense of kinship with the reader.
Furthermore, use the shock-of-difference approach, describing your title from a different, more compelling angle. Utilize this technique by offering a challenge (“can you pass this memory test?”). Or, make your story take an unexpected turn of events. For example, many press releases urge some form of positive, immediate action. Your headline advising the reader not to buy something (“don’t buy car insurance until you have read all these facts”) is an effective way to motivate personal communication. Finally, involve the reader by using verbal play. Use a sequence of words or sounds that provoke repetition through its rhythm or alliteration.
Word-of-mouth advertising on social media
Perhaps the fastest way to stimulate word-of-mouth communication is via social media. First, use Facebook, X, Instagram, TikTok, and LinkedIn to reach large numbers of potentially interested people. Actively participate in relevant groups, but remember that most moderated groups frown upon tactless commercialism. Instead, simply steer the discussion to your subject and reply to every question related to your topic.
Secondly, motivate word-of-mouth advertising through the design of your author website. Create a site that is educational, simply designed, fast to load, and easy to use. Provide good service, timely information, and advice so visitors can find answers to their questions or improve their circumstances in some way. Give them inside information — something new and unique — and tell them to pass it on to others. Also, suggest that people bookmark your site so they form the habit of returning to it.
Word-of-mouth communication can help you sell more books by urging people to tell others about them. And it is free! Stimulate people to spread the word positively and frequently by using your cover copy, press releases and Internet activity strategically.
If you need additional help advertising your book, check out the Ads for Authors program here at BookBaby.
