Looking for marketing tips? Here’s what worked for one author– and what didn’t
On April 22, 2014 | 2 Comments | Book marketing tips, News & Events | Tags: ,

My friend Sanjit Singh recently independently published a book called Are You Indian? A Humorous Guide to Growing up Indian in America. I asked him to share what has (and hasn’t) worked in his marketing efforts, and here’s what he had to say. (Disclaimer: I didn’t realize he would mention me, nor did I ask him to do so.)

Three things that have worked well:


  • Friends and family: I didn’t quite expect this group to embrace my book beyond a few dozen “mercy purchases.” However, since many of my friends and family are of the same ethnic background and generation as I am, I think they were well equipped to relate to the book’s context, tone and humor. Their extremely positive feedback and recommendations to friends have been very encouraging.
  • Blog: My blog has been a great way to improve my writing skills and simultaneously build an audience for my book.
  • Twitter: Although I’ve experimented with other social media platforms, Twitter became the best path to connect with well-known Indian Americans with large numbers of followers (it’s not surprising that someone with ADHD like me can operate within a 140-character universe!). By building relationships with key influencers, I’ve been able to gain exposure to their audiences by mentions and guest postings on their blogs.
  • Bonus tips: I highly recommend that you watch Maria Murnane’s book videos and read Guy Kawasaki’s book APE: Author, Publisher, Entrepreneur.


Three things that haven’t work as well:


  • Bookstore signings: I’ve discovered that it’s difficult to get people to attend these events in high enough numbers to justify the cost.
  • Speaking to news outlets and book distributors: One of my author mentors, Maria Murnane, warns that these groups will generally not talk to self-published authors. Unfortunately, I learned this in her book marketing webinar only after trying fruitlessly to obtain traction in this channel. There’s the Murnane way and then there’s the inane way…I am now, of course, a disciple of the Murnane way.
  • Facebook advertising: Enamored by the ubiquity of Facebook, I tried a few different advertising tactics with very little conversion. If there is a good way to advertise a book on Facebook, I haven’t yet found it.

Whether you have a contract or have gone the indie route, what has and hasn’t worked for you? I look forward to your comments.


This blog post originally appeared on CreateSpace.com. Reprinted with permission. © 2014 CreateSpace, a DBA of On-Demand Publishing, LLC. All rights reserved.

Comments 2
Aviott John Posted April 26, 2014 at9:27 am   Reply

With two self-published short story anthologies and one novel published by an indie publisher on Amazon, my experiences have been more or less the same as Sanjit’s. Bookstore owners are understandably reluctant to support a book reading by an unknown author. But I have occasionally managed to and, although turnout was limited by store size, most of the listeners bought copies. Two bookstores have now invited me for a repeat performance with my new book.
Titles: Sudarshan’s Gift, Island Gothic and Other Stories, The Ironwood Poacher and Other Stories.
Your articles on Create Space have been immensely helpful to me.
Cheers, Aviott

Maria Murnane Posted April 28, 2014 at7:54 pm   Reply

Glad you find them helpful! 🙂

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