Episode 275 - Getting Unstuck in Book Marketing and Promotion with Michael La Ronn
18 February 2025
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Michael La Ronn discusses GETTING UNSTUCK IN BOOK MARKETING AND PROMOTION, including how authors can get unstuck when traditional methods like ads and blogger reviews are not affordable or effective. He emphasizes the importance of having an email list and a reader magnet, using strategic pricing, updating book descriptions, and optimizing back matter. They also discuss leveraging relationships with other authors for cross-promotion and the potential of using Kickstarter. Matty and Michael highlight various low-cost and free resources, while underscoring the significance of setting realistic expectations and being persistent in the journey of indie publishing.
Michael La Ronn has published many science fiction & fantasy books and self-help books for writers. He built a writing career publishing 10-12 books per year while raising a family, working a full-time job, and even attending law school classes in the evenings. Visit his fiction website at www.michaellaronn.com and his resources for writers at www.authorlevelup.com.
Michael La Ronn has published many science fiction & fantasy books and self-help books for writers. He built a writing career publishing 10-12 books per year while raising a family, working a full-time job, and even attending law school classes in the evenings. Visit his fiction website at www.michaellaronn.com and his resources for writers at www.authorlevelup.com.
Episode Links
Michael's Links:
https://www.authorlevelup.com
https://www.youtube.com/authorlevelup
Related Episodes:
Episode 169 - The Do's and Don'ts of Working with Book Bloggers with Kristopher Zgorski
Episode 221 - Leveraging Your Tribe of Influence with Stephanie Chandler
Episode 252 - Strategic Website Planning for Authors with Pauline Wiles
Episode 230 - The Good, the Bad, and the Surprising of Kickstarter with Megan Haskell and Jennifer Hilt
https://www.authorlevelup.com
https://www.youtube.com/authorlevelup
Related Episodes:
Episode 169 - The Do's and Don'ts of Working with Book Bloggers with Kristopher Zgorski
Episode 221 - Leveraging Your Tribe of Influence with Stephanie Chandler
Episode 252 - Strategic Website Planning for Authors with Pauline Wiles
Episode 230 - The Good, the Bad, and the Surprising of Kickstarter with Megan Haskell and Jennifer Hilt
Summary
This week on The Indy Author Podcast, Matty Dalrymple talks with Michael La Ronn about strategies for indie authors to get unstuck when marketing challenges arise. They delve into the essential components of marketing and promotion, providing valuable insights for authors navigating the digital landscape without a hefty advertising budget.
Michael La Ronn shares his experiences and strategies for keeping momentum in book marketing, focusing on what is within an author’s control. A key takeaway is the importance of setting realistic expectations and defining what "nothing is working" truly means for one's writing career. Michael emphasizes that goals should align with what authors can control, such as productivity, website presence, and building relationships with readers and other authors, rather than focusing solely on sales metrics.
Matty and Michael highlight the significance of having an email list and reader magnet, noting these as foundational tools in an indie author's toolkit. They discuss optimizing existing resources and the potential creativity in developing reader magnets that extend beyond short stories to something that genuinely engages the audience, such as prequels or novellas.
Reviews, often a controversial topic in the indie publishing community, are examined with Michael staunchly disagreeing with the notion that they don't matter. He recommends several platforms, including Bookish First and Booksprout, as low-cost or free options to acquire reviews ethically. These platforms are excellent avenues for getting initial feedback, which is crucial for an author’s credibility and subsequent promotional efforts.
Additionally, Matty shares insights into leveraging social media and email newsletters not just for direct sales pitches, but as a method to build relationships and offer value through content that aligns with their readers' interests. They stress the idea that simply saying "buy my book" continually isn’t going to produce results; engaging, relevant content is key.
On the promotion side, Michael offers guidance for authors who may not be able to invest heavily in advertising. He recommends exploring Amazon Ads as a cost-effective option for those with tight budgets, pointing out that they generally do not spend the full budgeted amount but still reach potential readers. He also underscores the original method of marketing through building genuine relationships with other authors, suggesting newsletter swaps as a reciprocal way to increase visibility without monetary cost.
They discuss the potential and challenges of platforms like Kickstarter to fund book projects and expand reach. Michael sees this as an opportunity for learning and honing marketing skills, even if not every campaign results in full funding.
Finally, Matty and Michael cover practical changes authors can make, such as reevaluating book pricing and descriptions. A strategic look at back matter for cross-promotion of books within a series and ensuring that pricing reflects both the value and the competitive landscape of comparable titles on retail platforms, can make a significant difference in sales outcomes.
In conclusion, both Matty and Michael emphasize patience and perseverance, recognizing that success in indie publishing takes time, and continuous learning and adaptation are part of the journey. Authors should celebrate small victories, focus on incremental improvements, and remain mindful of long-term goals while building a sustainable writing career.
This episode of The Indy Author Podcast provides a comprehensive, actionable roadmap for indie authors needing strategic direction to overcome marketing hurdles and achieve a sustained path to success.
Michael La Ronn shares his experiences and strategies for keeping momentum in book marketing, focusing on what is within an author’s control. A key takeaway is the importance of setting realistic expectations and defining what "nothing is working" truly means for one's writing career. Michael emphasizes that goals should align with what authors can control, such as productivity, website presence, and building relationships with readers and other authors, rather than focusing solely on sales metrics.
Matty and Michael highlight the significance of having an email list and reader magnet, noting these as foundational tools in an indie author's toolkit. They discuss optimizing existing resources and the potential creativity in developing reader magnets that extend beyond short stories to something that genuinely engages the audience, such as prequels or novellas.
Reviews, often a controversial topic in the indie publishing community, are examined with Michael staunchly disagreeing with the notion that they don't matter. He recommends several platforms, including Bookish First and Booksprout, as low-cost or free options to acquire reviews ethically. These platforms are excellent avenues for getting initial feedback, which is crucial for an author’s credibility and subsequent promotional efforts.
Additionally, Matty shares insights into leveraging social media and email newsletters not just for direct sales pitches, but as a method to build relationships and offer value through content that aligns with their readers' interests. They stress the idea that simply saying "buy my book" continually isn’t going to produce results; engaging, relevant content is key.
On the promotion side, Michael offers guidance for authors who may not be able to invest heavily in advertising. He recommends exploring Amazon Ads as a cost-effective option for those with tight budgets, pointing out that they generally do not spend the full budgeted amount but still reach potential readers. He also underscores the original method of marketing through building genuine relationships with other authors, suggesting newsletter swaps as a reciprocal way to increase visibility without monetary cost.
They discuss the potential and challenges of platforms like Kickstarter to fund book projects and expand reach. Michael sees this as an opportunity for learning and honing marketing skills, even if not every campaign results in full funding.
Finally, Matty and Michael cover practical changes authors can make, such as reevaluating book pricing and descriptions. A strategic look at back matter for cross-promotion of books within a series and ensuring that pricing reflects both the value and the competitive landscape of comparable titles on retail platforms, can make a significant difference in sales outcomes.
In conclusion, both Matty and Michael emphasize patience and perseverance, recognizing that success in indie publishing takes time, and continuous learning and adaptation are part of the journey. Authors should celebrate small victories, focus on incremental improvements, and remain mindful of long-term goals while building a sustainable writing career.
This episode of The Indy Author Podcast provides a comprehensive, actionable roadmap for indie authors needing strategic direction to overcome marketing hurdles and achieve a sustained path to success.
