With 30 years in the publishing world – navigating the waters as an author, publisher, and book marketing consultant – I’ve seen a lot. And if there’s one big lesson that stands out, it’s this: A mistake can easily become the single most expensive part of the entire publishing and marketing process.
The good news? You don’t have to go it alone and risk those errors. Working with a knowledgeable, competent book publishing or marketing consultant can be an invaluable investment, helping you minimize – or ideally, eliminate – those costly missteps.
Early in my own career, before I was the one giving advice, I learned crucial lessons by working with advisors myself. I want to share those insights with you today so you can make the most of your relationship with a consultant and navigate your book’s journey with confidence.
Here’s what I learned about how to effectively work with a book marketing consultant:
1. Find the Right Fit: Research and Vet Carefully.
Start by seeking out consultants who are recognized leaders in their specific niche – whether it’s marketing, social media, SEO, specific genre promotion, etc. Don’t just pick the first person you find. Ask for recommendations from trusted sources like members of your local publishing group or fellow authors in your online communities.
When you receive feedback, positive or negative, listen carefully. If you hear something negative about a consultant you’re considering, don’t automatically eliminate them. Sometimes, a poor outcome is less about the consultant’s advice and more about the client not properly implementing it. Do your due diligence beyond just one comment.
2. Get Down to Details: How They Work & What They Know.
Once you have a shortlist, schedule initial calls (many offer a free discovery call). This is your opportunity to understand their working style.
- How do they charge – hourly or project-based?
- If hourly, what are the time increments (must calls be an hour, or is there flexibility)?
- How do they keep track of time?
- Crucially, ask for all fee structures and service details in writing prior to your first paid meeting.
Also, dig into their personal experience. Ask about their background on the specific topics you need help with (writing, publishing, marketing strategies, SEO, social media, etc.). Did they learn this topic from studying it theoretically, or have they actually implemented the actions they might prescribe, perhaps for their own books or other clients? Hands-on experience often makes for more practical advice.
3. Ask for Referrals (With a Grain of Salt).
It’s standard practice to ask for client referrals. Understand going in that they will naturally provide you with the names of their most-satisfied clients. Contact these individuals, but treat their positive feedback as one piece of the puzzle in your overall evaluation.
4. Value Over Cost, and Trust Your Gut.
Don’t be afraid to pay for quality information and expertise – it can save you a lot of money in the long run by helping you avoid significant mistakes. However, do not automatically assume that a higher hourly rate is a direct indicator of the quality of the information you will receive.
Compare the offered services to the price charged, and factor in any success ratio of previous clients if that information is available. Just as important is the “intuition factor.” What does your gut tell you during your initial interactions? Do you feel a connection? Do you like and respect this person’s communication style and approach, or do you sense a potential personality conflict that could hinder effective communication? Your intuition matters in a working relationship.
5. Respect Their Time and Fees.
This is fundamental to building a good professional relationship. Your consultant’s time is valuable and is how they earn their living. Avoid asking for free advice or services outside of your agreed-upon, paid time.
This means it may not be appropriate to ask them to read your entire book for free, give extensive feedback on your website outside a scheduled session, or call/email between appointments saying, “I just have one quick question…” Often, a “quick question” requires a thoughtful, in-depth answer that takes significant time and expertise. Schedule and pay for the time needed for comprehensive discussions.
6. Take Control of Your Meetings.
You are paying for this time, so maximize it! Have a clear objective for each meeting and prepare a list of questions or topics in advance. This ensures you cover everything you need to within the allotted time.
Here’s a subtle but powerful tip: When introducing a subject or asking for advice on a topic, try not to reveal your desired outcome or your existing opinion upfront. This prevents the consultant from inadvertently telling you what they think you want to hear. You are the client – make sure your advisor provides genuine, unbiased responses tailored to your actual needs, not just echoing your thoughts.
7. Listen More, Talk Less, and Ask Clarifying Questions.
You’ve hired an expert for their knowledge. When you ask a question, listen intently to their response. While their input is invaluable, remember that a comment or piece of advice from the consultant is their professional opinion and not necessarily a universal fact carved in stone.
If you don’t fully understand an instruction, a strategy, or the reasoning behind their advice, ask for clarification. Don’t be shy about using phrases like: “Why do you say that?” “What should I do if this specific scenario happens?” or “How does that piece of advice specifically apply to my book and my unique situation?” Ensure you completely grasp the guidance before you leave the meeting.
8. Implement the Advice and Plan for Follow-Up.
A consultant can give you the best directions and strategies in the world, but they only work if you do them. Get specific, actionable instructions during your sessions and then commit to implementing them. Marketing requires effort on your part.
As you move forward and put their advice into practice, you may encounter unanticipated obstacles or need to adjust the plan based on results. Don’t hesitate to arrange additional time with your advisor specifically to discuss your progress, troubleshoot issues, and refine your strategy.
9. Nurture the Relationship.
Building a strong working relationship takes time. The more you work together, the more comfortable you’ll both become, and your meetings will likely become even more relaxed and productive. As your consultant gets a better feel for your book, your goals, your work style, and your ability to carry out instructions, they can make even more tailored and appropriate recommendations for your specific needs. Be patient and consistent with the relationship.
In Conclusion
Hiring a book marketing consultant is an investment in your author career and your book’s potential success. By approaching the relationship thoughtfully – from the initial search and vetting process to actively participating in sessions and implementing the advice – you can significantly increase the value you receive and, most importantly, avoid those potentially expensive mistakes that can hold your book back.
Choose wisely, engage fully, and give the relationship the time it needs to help you succeed. Happy marketing!
