Viral Marketing of a Historical Novel – A Case Study

 

Finally. In the Fall of 2007, I finally completed a historical novel which takes place during three months of the summer of 1905. It is an international mystery/thriller detailing the intricate dance of international relations between the U.S., the Russians and the Japanese to settle the Russo-Japanese war in 1905.

I had published a professional book in 1995 through Jossey-Bass/Wiley and found the process to be a somewhat painful distraction from the joys of having completed a book and of engaging with whatever readership awaited me.

When I completed the new book, I resolved to keep a more intimate and direct relationship between myself and my readers and to take charge of the book’s marketing more directly.

First, let me say, I had no particular interest in seeing/publishing a “hard copy” of the novel. I was content to see it live on its own website and I set the site up for voluntary donations on a per chapter basis.

Second, I decided to draw readers in by serializing the uploading of the chapters, placing 2-3 chapters of the book on the site each month.

Third, I decided to attract and draw return readers, and create further enthusiasm by placing dozens of related weblinks on the site so that readers could explore topics, place names, historical facts, and other aspects of the events & times in which the story was set.

Finally, I set up a blog on the site so that readers could interact with me and with each other to discuss their experience or ask questions of the author.

In the marketing of my first book (which did moderately well for a professional, research-based book), I noted the fairly mechanical and uninspired approach the publisher took to its marketing. I resolved, with the help of the internet and usual search engines, I could do at least as well if not better.

I spoke with the designer of my website about SEO (search engine optimization), but decided to hold off on that for approximately a year and satisfy myself with their basic listing service. The results I mention here were achieved without resorting to SEO. But SEO could be yet another step to take in the future.

The next step was to consider individuals and organizations that might be interested in the book and for what reasons. This step proved critical and took some time to map likely nodes of interest. A recommendation: get your friends together to help you brainstorm target groups, influential individuals, “nodes” of interest. This suggests you carefully consider who might have interest AND be in a position to influence others.

In my case…once the site went live, I launched a mini-e-mail campaign to the Mayor of the town of Portsmouth, NH where the book is set. Along with the mayor, I wrote to various local news organs, papers, radio stations, other authors in the area who had written on the town’s history. I also reached out the head of public relations for the modern version of the hotel in which much of the story is located. Finally, I wrote to a large number of people I knew, or was acquainted with, in the town.

Within two months, the number of daily hits began hitting 50-60 and monthly tallies began reaching 1500-1800. This number increased as I approached the uploading of the final three chapters—reaching 3000 hits for the month of June, 2008. As I approached the June “climax,” I began to worry that readership would drop off.

Second phase. In addition to placing a small ad on all my personal e-mails (I have a large personal and professional network) I launched a second round of short promotional messages to new readers. Thinking there might be interest in both the Russian and Japanese embassies, I sent messages to both. Although I can’t be completely sure about cause-and-effect here, I also reached out to a UK-based society for historical novels. Within a few months , I began to notice a large bump in international readership from Australia, the Czech Republic, England, Ireland, Australia, Japan, Brazil, Germany and France.

My expectation about the leveling and a dropping off of readership in June at first seemed to be happening. But, this was only true for the following month of July, 2007 where hits dropped to approximately 600. However, after July, monthly averages began to steadily climb until (for the last few months) I have been routinely averaging 60-65 hits per day and 2000-2500 hits per month.

I have still not taken advantage of SEO, or ads or a host of other options I know are available. Among other reasons to marvel at the internet, its usefulness as a site to present your work AND as a marketing tool can free up authors to better control the exposure of their work AND to develop a more fulfilling and less mediated relationship with their readers.

This approach points to the success a writer can have using tools available to him/her in the modern electronic age. Having a good and well-crafted work is important too.

As a final note for anyone thinking they want to make a bucket of money, voluntary donations have come in but only sporadically (Priced at $1.39/chapter). This has been fine with me as I didn’t write the book with the intention of making a living from it. I have, interestingly, had a few inquiries from L.A. concerning the possibility of a feature-length movie. Now, THAT would be interesting.


Gene Boccialetti’s novel “Portsmouth, 1905″ is located here.

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