When my latest book come out last month, I booked a romance blog tour. My promoter did a great job and got my book featured on about 40 blogs. About halfway into the tour, as I was thanking hosts and seeing no other comments—none—I realized I was wasting my money. The blogs were all focused on romance, but not the sort of books I write. They all seemed to feature contemporary and paranormal romance. I write historical romance, and this book is medieval, which is an even more specialized sub-genre. I was getting a lot of exposure, but very little with the people who actually read books like mine.
And yet, I know they are out there. I know a number of authors who write medieval romance and who are doing moderately well. It’s just that getting those readers to even know your book exists is a huge challenge. I realized I had to change my marketing strategy. I had to find a way to connect with those readers.
I contacted some authors I know and got suggestions. They all said you have to gradually build a following. Advertise on romance sites that feature historical romance, join Facebook groups, try Facebook ads, do giveaways, and build a newsletter list.
There are services that help you build a newsletter list. Others that help you get reviews by offering your book for free to interested readers. I did some of these things with my last book (which was Regency romance, a much more popular era), but it looks like I need to step up my game and do even more and spend even more money.
My publishing career, which was once a source of extra income, is turning into an "expensive hobby." But I have no choice. I’ve planned two more books in this series, and if there’s going to be any hope that my publisher will publish them, or that anyone will read them, I’m going to have to invest significant time and money into promotion.
I’m fortunate I’m at a point in my life where I can afford to do this. But there is a part of me that remains uncomfortable. I feel like I am being self-indulgent, trying to "buy" something that should just happen—that is, if my books were good enough. But then I think of my characters and realize that I’m doing it for them. I want to share their stories, and if spending money on promotion is the only way to get their stories out there, then I’m going to do it.