Marketing Mastery

Marketing a book as an independent author is no easy task, but Lisa Wakely’s journey demonstrates how persistence, creativity, and adaptability can lead to remarkable success. From the moment she published her book, Lisa understood that writing a great story was only the beginning—she needed to actively promote it to reach readers.

Through strategic outreach, personal connections, and innovative thinking, Lisa built strong relationships with booksellers, secured an advert on ITVX, landed multiple media interviews, and grew her online presence. Each challenge she faced became an opportunity to refine her approach, proving that flexibility and determination are key in the competitive world of book promotion.

This success story explores the steps Lisa took to market her book, identify the right opportunities, and establish herself as a prominent voice in the literary community. Her journey offers inspiration and practical insights for authors looking to enhance their visibility and connect with a wider audience.

How did you approach marketing yourself and your book(s) when you first published?

When I first began marketing my book, I focused on building connections with independent and mainstream bookshops across the UK. My approach involved sending polite, personalised emails followed by a follow-up phone call. This gave booksellers time to review my book and learn about its publisher, The Book Guild, which helped ease some of the initial reluctance they often have towards self-published authors.

However, I quickly learned that emails and calls weren’t always effective. For instance, a staff member at Waterstones shared that some shops prefer meeting authors in person to discuss their books, as it creates a more personal connection. This insight encouraged me to adjust my strategy to include in-person visits when possible, demonstrating that flexibility and persistence are key when promoting your work.

You managed to secure an ITVX advert - what steps did you take to make it happen?

I independently managed the creation and broadcast of the ITVX advert. While exploring various marketing avenues, I realised that television could be as impactful as traditional methods like reaching out to bookshops. After finding a contact at ITV, I presented my idea, and we began discussing pricing and scheduling. The representative provided me with a range of options, and together we identified the Easter holidays as the ideal broadcast period to align with my book’s target audience.

Working within my budget, I opted for a two-week campaign. I already had an actor lined up for the voiceover, so my role was to provide key materials, including the book’s photos and blurb. ITV handled the rest of the production, making the process smooth and efficient. The experience highlighted the importance of thinking outside the box and being proactive in seeking high-profile promotional opportunities.

What strategies did you use to get media attention and land multiple interviews?

Before my book was even published, I had the opportunity to participate in radio interviews with Phoenix FM and BBC Essex. These interviews not only allowed me to share my journey as an author but also reached a wider audience through their social media platforms, where the recordings were shared after airing.

As a radio presenter myself, I was fortunate to have the support of my radio station. My boss created a dedicated advert for my book, which now broadcasts daily between songs. This exposure has been invaluable, blending my personal connection to radio with my promotional efforts and proving how leveraging existing networks can significantly enhance visibility.

How did you identify and connect with the right opportunities to promote yourself and your work?

Identifying the right opportunities to promote myself and my work came down to a mix of research, networking, and trusting my instincts. I started by exploring avenues that aligned with my book’s audience - independent bookshops, local schools, libraries, and community events were all natural fits.

Networking played a significant role as well. Whether it was through social media connections, fellow authors, or conversations with booksellers, I found that being open and approachable often led to unexpected opportunities. For example, speaking to a bookseller during a casual visit to a shop resulted in a future book signing event.

I also made use of platforms like social media to share my journey authentically. Ultimately, being proactive, building genuine relationships, and staying adaptable have been key to identifying and securing the right promotional opportunities.

Were there any challenges you faced while marketing yourself, and how did you overcome them?

There were times when I felt stuck, particularly when bookshops declined to stock my book or host a signing, even though it was performing well elsewhere. This rejection often stemmed from a perception that I wasn’t a “proper” author because I wasn’t traditionally published, which could be frustrating.

One breakthrough moment came when a Waterstones employee explained that some shops prefer authors to visit in person to discuss their books rather than relying solely on phone calls or emails. This advice emphasised the importance of building personal connections and adapting my approach to create a more memorable impression.

What role did social media or online presence play in building your profile as an author?

Social media has been instrumental in building my profile as an author. I regularly share my journey across platforms such as Facebook, TikTok, Instagram, LinkedIn, and X. Over time, my following has steadily grown, with many aspiring writers and new authors connecting with me.

Parents whose children have attended my workshops also follow my updates to see what I’m working on next, and I’ve received numerous messages from other writers seeking advice or inspiration. These interactions have helped foster a supportive and engaged community, proving that a consistent online presence can significantly enhance visibility and create meaningful connections.

How did you balance your time between writing, marketing, and handling media appearances?

Balancing my full-time job, evening rehearsals for shows, and teaching children on Saturdays alongside my writing and promotional commitments has been a challenge, but I’ve learned to manage my time effectively. Whenever I have free moments, I dedicate them to promoting my book, often planning workshops or appearances to coincide with school holidays like summer or Halloween to maximise engagement.

I’ve also discovered the importance of setting aside time for myself to recharge and reset. Maintaining a healthy balance has not only helped me stay productive but also allowed me to enjoy the journey without feeling overwhelmed.

What advice would you give to other authors looking to secure media coverage or high-profile advertisements?

For authors looking to secure high-profile advertisements or TV coverage, my advice is to start with a clear plan. Identify your target audience and the key message you want to convey. Set a realistic budget that aligns with your promotional goals.

Reach out to local TV companies by email, and don’t hesitate to invite them to a workshop or school visit if it ties into your book. Be clear about your objectives and how the collaboration could benefit them as well as your project. Persistence and preparation are key to opening doors to these larger opportunities.

What lessons have you learned from your marketing and media experiences that you’ll carry forward in your career?

One of the most important lessons I’ve learned is the value of being proactive. If you don’t follow up on leads, they can quickly be forgotten. Take ownership of your journey. This is your book, and you need to stay in control of its promotion.

Building relationships with booksellers has also been crucial. Many of them have become friends and supporters throughout this process, often inviting me to new events or opportunities. The key is never to stop talking about your book. Consistently promoting it and keeping it at the forefront of people’s minds is vital for ongoing success.

How has the exposure from the ITVX advert and media interviews impacted your success as an author?

Media exposure has been invaluable in boosting my visibility online. Each appearance in the media helps elevate my name in Google search results, which in turn drives book sales. The more you engage with media outlets, the more your name appears in search results, creating a cycle of increasing visibility.

Having a well-maintained website is also crucial. It provides a central hub for your audience to learn more about you and your work. Including links to purchase your book and contact forms makes it easier for people to connect with you directly. This online presence amplifies your exposure and supports sustained growth as an author.

Tell us a bit more about your latest book.

Hexed is a project that’s been over two decades in the making. For 24 years, I carried the vision of this book with me, always knowing I wanted to see it on the shelves, but the timing had to be right. Over the years, the manuscript faced numerous rejections from agents, but giving up was never an option. I believed in the story, knowing it had something special that just needed to fall into the right hands.

Hexed follows Harriet Flynn, a teenage girl who becomes entangled in the eerie mysteries of Bellsbury, a 17th-century-themed village. When Harriet discovers an ancient curse, a hidden key, and ghostly warnings, she finds herself racing against time to unravel the village’s dark secrets before it’s too late. This blend of historical intrigue and supernatural suspense is what makes Hexed a captivating read for fans of mysteries and the paranormal.