For novelists and other kinds of storytellers, it’s clearly more difficult to promote fiction than to promote nonfiction. Part of the problem is that nobody needs fiction–that is, not like readers need to read that how-to book or that self-help book or any of the other kinds of topical nonfiction books that serve a utilitarian purpose. But that’s not to say you can’t promote fiction. In fact, many of the same tools and strategies employed by nonfiction authors will work to promote your novel or short stories. You just need a few tips to fill the gap. Chris Well’s “Endcap Strategy,” which he explains in the video below, is one way to fill that gap.
The Endcap Strategy: How TO ATTRACT THE READERS OF ANOTHER novelist
If you don’t know what an endcap is—the next time you visit a store, take note of one of the displays at the end of an aisle. That’s an “endcap.”
In most cases, the items featured in a particular display have something in common. Maybe they’re all on sale, or are related to the current season, or are variations of the same type of product.
For an endcap that groups together authors or books, the display may be focused on a particular genre or type of story. For example, the theme of the display might be thrillers, or romances, or coming of age stories.
The idea is that if you like one of these authors or titles, you may want to check out some of the others in this group, too.
As an author, your goal is to attract readers who are following authors who write the same kind of fiction as you. One powerful way to make these readers take notice is to use an endcap strategy to associate yourself with those authors.
Try out this method the next time you’re writing a blog post or social media update. In fact, it can work for any kind of content marketing that you’re using to develop a community of fans in your genre!