#094: Are Your Books Becoming Invisible?

Read Time: 3 Minutes

A few months ago, I deleted a bunch of our Amazon ads.

Not because they weren't working (they were). But because we were doing what everyone else was doing – bidding on the same generic (expensive) keywords, blending into the crowd and not standing out.

Which brings me on to today's topic...

Are you advertising yourself into invisibility?

The safe way to advertise is to copy what's working for others. Study the bestsellers' blurbs, mirror their Facebook Ad images, target the same authors with Amazon Ads.

And sure, this works. But take what you see from other other authors as inspiration (and a pinch of salt); nothing more.

I know too many authors who are stuck on an expensive hamster wheel. Their ads convert just enough to keep running them, but they're spending more and more to maintain the same results.

When I think about trying bold, different advertising approaches – like focusing on emotional connection instead of tropes, or highlighting what makes a book unique instead of its similarities – I get nervous.

What if it tanks our conversion rate? What if we waste a bunch of ad spend? What if it proves I don't actually understand advertising at all?

The smart move would be to stick to what everyone else does. To do what's "proven" to work.

Because at least that's safe.

But safe advertising becomes invisible advertising.

Think about the last Facebook Ad that made you stop scrolling. I bet it wasn't another "Fans of [Famous Author] will love this!" headline.

It was probably something that surprised you. That spoke to you personally. That felt like a real person reaching out through the noise of social media and talking directly to you.

Here's what I've learned in my years of advertising fiction:

Readers Can Smell Cookie-Cutter Marketing

Readers respond to authenticity and connection. To Ads that reflect the true heart of a story.

Sure, some readers might not click on your boldest, "out there" Ads.

But the right readers will. They'll connect with your Ads so strongly that they become not just buyers, but loyal readers who buy every book you've released in the past and every book you release in the future.

If Fear Is The Enemy, Courage Is The Solution

I'm not preaching recklessness here. Every time we try a new advertising approach, we start small and test carefully.

But here's what helps:

When faced with two or more advertising or marketing strategies, pick the one that most stands out to you.

Even if it's scary.

Especially if it's scary.

Because that fear is just telling you you're pushing beyond your comfort zone; fear is just trying to keep you safe. And this is where most advertisers live, which is why so many Ads (and so many books) are just invisible.

You don't need permission to advertise your books differently. As a self-published author, you can just do it.

And yes, a lot of your tests won't work – at least not immediately. But a failed test isn't really a failed test; it's a lesson that helps you become a better advertiser and a better business owner.

The knowledge and skills you'll learn by experimenting boldly is worth every misspent dollar along the way.

What's more...

Your ads perform best when they're distinctive. When they're different. When they stand out above all the noise online.

Your ROI improves when you're not competing for the same overcrowded keywords. When you're choosing keywords are specific and reflective of your unique books.

Readers are drawn to authenticity. That's how you become an author worth noticing and worth paying attention to.

It's how you'll build a sustainable advertising strategy, too.

And isn't that the point?

Don't advertise what's expected. Advertise what makes your books special.

Perhaps now is the time to take the leap and try something different.

Food for thought.

Thanks so much for reading, enjoy your weekend and see you again next week.

To Your Success
– Matt