Social Media, Paid Advertising, and In-Person Book Signings

Podcast 7 — Social Media, Paid Advertising, and In-Person Book Signings

How do you connect with readers and turn interest into book sales? Author Jonathan David discusses using social media alongside an author website, testing paid advertising, presenting handmade books, and developing a clear sales pitch for in-person events.

Podcast Highlights

My approach connects three parts of the business: social media helps people discover my work, my website organizes the full content library, and my store handles book purchases. I share free samples publicly and offer additional material through memberships.

For someone starting out, I recommend concentrating on one platform for longer videos and one for short clips. Build a manageable routine before expanding. My own workflow includes recording a podcast, extracting clips, and sharing those clips alongside the full recording.

I also discuss waiting until you understand your product and its sales before spending heavily on advertising. At in-person events, I focus on presenting the books, explaining their handmade production, and giving readers a short, engaging introduction to the stories.

About these notes: The following steps organize the personal methods discussed in the podcast. Advertising results, event eligibility, and reader responses vary.

Step-by-Step — Connect Social Media, Your Website, and Your Store

1. Give each part of your online presence a purpose.
   In my setup, social media introduces the work, WordPress organizes the reading and video libraries, and the store provides a place to purchase books. Make the path between them easy to follow.
2. Begin with two manageable platforms.
   Choose one place for full-length recordings and another for short clips. I use YouTube for longer videos and Instagram for shorts in the workflow described here.
3. Create a full-length recording.
   Discuss a subject connected to your books, demonstrate your process, or share something your intended audience wants to hear. My approach emphasizes letting viewers meet me and see the work develop.
4. Extract useful short clips.
   I use Substack to help create clips from longer recordings. Select sections that communicate a clear point or give viewers a useful introduction to the full material.
5. Publish the corresponding website post.
   Add the recording and written material to the appropriate course or podcast category. Give visitors an organized destination when they follow a link from social media.
6. Explain the difference between free and member content.
   My publishing pattern alternates free videos with member videos. State clearly what visitors can access publicly and what the membership includes.
7. Review any automatic sharing.
   If your WordPress setup shares posts to connected accounts, check the resulting image, title, and destination link. Confirm that the shared preview represents the correct post.
8. Expand after the routine becomes manageable.
   Add more platforms when you can maintain the original workflow consistently. Observe the response to your content and adjust your approach.

Step-by-Step — Evaluate Paid Advertising

9. Understand the product before buying advertising.
   My recommendation is to wait until you have evidence that people want the book and will purchase it. Use existing sales and reader feedback to understand the offer.
10. Work out what remains from each sale.
    Account for production, packaging, fulfillment, payment fees, and other selling costs. Advertising must fit within the money remaining after those expenses.
11. Decide whether to learn the process or hire help.
    I discuss using experienced advertising professionals when the budget allows. Include their fees when evaluating the campaign’s result.
12. Start with a small test if you run the campaign yourself.
    The podcast suggests beginning with a small amount, such as $10, before considering a larger test. Set a spending limit you can afford.
13. Measure purchases rather than attention alone.
    Review what the campaign actually generated. Compare sales and the amount remaining from those sales with the advertising cost and any management fees.
14. Change an unsuccessful campaign before increasing spending.
    Review the message, audience, offer, and destination page. A larger budget does not automatically fix a campaign that is not producing useful results.
15. Increase spending gradually and continue checking results.
    My examples move from small tests toward larger ones after seeing results. A successful small campaign does not guarantee the same return at a higher budget.

Step-by-Step — Prepare for Book Signings and Art Events

16. Look for events that fit your work.
    I attend artisan events, art shows, and other in-person venues. Handmade books may suit events focused on original craft, while other events may accept books produced by outside printers.
17. Check the organizer’s actual vendor requirements.
    Confirm whether books are accepted and what the event requires concerning authorship, artwork, printing, and handmade production. Eligibility depends on the individual event.
18. Decide what you want the event to accomplish.
    Consider immediate sales, meeting readers, introducing your work, and building interest in your website. Use those goals when planning inventory and pricing.
19. Include the full cost of attending.
    Account for the event fee, travel, transport, display setup, product costs, and your time. Evaluate the event using what remains after expenses.
20. Explain the work behind a handmade edition.
    Show readers what you created: the writing, design, printing, cutting, assembly, and packaging. Help them understand the product and what distinguishes it.
21. Prepare a short introduction for each book.
    Describe the central premise clearly. My example for The Killers’ Therapist introduces a serial-killer therapist who seeks out other killers to give them therapy.
22. Listen to the visitor’s response.
    Give the person room to react and ask questions. Use that response to decide whether to explain more, introduce another title, or let them browse.
23. Explain the series when relevant.
    I describe how one book establishes characters who branch into individual stories. Help interested readers understand where to begin and how the titles connect.
24. Make bundle offers easy to understand.
    One example discussed is a tiny-book bonus with a two-book purchase. Explain what the buyer receives and include the bonus cost when calculating your margin.

Step-by-Step — Review Pricing and Reader Relationships

25. Compare profit as well as sales volume.
    Using the podcast’s example of a $10 production cost per book: selling 10 books at $50 leaves $400 after production costs, while selling 20 books at $25 leaves $300. Both produce $500 in revenue, before other expenses.
26. Consider the effort required to fulfill each sale.
    More sales can also mean more inventory to transport, more packaging, and more handling. Include that work when comparing offers.
27. Recognize why different readers buy.
    Some people want the story; others value the handmade object, the author connection, or supporting the work. Present the product accurately so buyers can decide what appeals to them.
28. Explain paid services clearly.
    Distinguish a one-time course purchase from ongoing services. In my setup, direct questions for future podcasts are a benefit for monthly and annual members.
29. Refine your presentation through experience.
    Notice which descriptions help people understand the books and which offers work for your business. Use that feedback to improve future posts, displays, and conversations.

Disclaimer: My videos and podcasts express personal opinions and are intended strictly for entertainment; commentary may include speculation, hearsay, satire, or fictional material and should not be treated as verified fact or professional advice. Business examples do not guarantee earnings. Fictional works may contain mature themes and are recommended for audiences 18 and older.