Even today, with many other hitmakers in the charts, people ask me about the promotions used on Randall Dale last year to create his ascent from one of the many acclaimed Western authors with middling sales to one of the leading sellers of that time. The ascent was a lot of hard work and planning, but it was also a very satisfying as he reached the very top of the bestseller chart. To illustrate the promotion involved, I have reused a blog article from last year that gave the step-by-step strategy used to make Randall one of the lead sellers of 2019. Let’s zip back to 2019 and look at the strategy. Perhaps you can make it work for you.
When Randall Dale released his new series, nobody could have predicted the absolutely mania that would follow. Not only have the first two books in the series hit the number one bestseller position, but his back catalogue has flared up to create something of a rush on Randall Dale product. This month, an estimated two and a half million pages of Dale product will be read, and books that long stood dormant will become in demand for Western readers around the world. The award-winner has proven that you can be both commercially successful and acclaimed at the same time.
The quality of Dale product has worked in his favor to such a degree, there is little or no problem envisioning that people will rush to buy his latest book on pre-order. Smart promotion has ensured that he is not overexposed.
Anyone can use similar techniques to bring their books to the fore. With the Western readership crying out for good, new stories— it’s likely your book will find acceptance. As long as you have a quality story to share, you make it visible—and you follow the three C’s—you can’t go far wrong. What are the three C’s you ask?
The first C is Consistency. This is something all authors have to practice. Consistency in book promotion is the only way a book will move. You can’t do one, or two, or three things. You have to consistently promote your book. You have to always be doing something. Always looking to get more attention for your book, always running little ads, or trying to get more reviews. You have to be consistent on your journey towards success.
The second C is Commitment. We all have commitments in our lives, and those commitments sometimes seem like a problem. But in reality, a commitment is just achievement in process. As an author, you have to commit to your book and commit to its success. If you don’t commit to your book, you won’t be able to be consistent (the first C), and you will find it harder to be successful. Commitment gives you the grit needed to get the job done. I ask all my clients to be committed to the promotion of their book. I ask them to answer interviewers, to write blog articles, to be involved, because unless you love your own baby—how can you expect anyone else to?
The third C is a very special one. One that this very, very talented author mentioned to me. This C stands for “cool,” and it’s true—you have to be cool to be successful. You have to keep a level head and not become depressed when your book isn’t discovered on day one. You have to be cool when you are interviewed, and cool when you are reading a bad review. You have to keep cool, and… be committed… and be consistent.
Randall, among many other authors, is the perfect example of an author who has used the three C’s to make his series a success. He’s consistent, committed and cool—with his level head, drive and maturity—and all of these things have driven his book to the highs they currently hold as much as any advertising or promotion.
How about you? Are you able to copy this strategy to make your books successful? I think so. You don’t need anything other than yourself to be successful. You can do it yourself. Anyone can do it. I believe in you—and I like you—and others will like your book too. Try the strategy outlined in this post for yourself. Be consistent, committed, and cool, make your book visible and share your story with the world using the three C’s!