why every author needs consistency with their advertising

The book cover design is the face of your advertising and packaging for your work, as we all know, people do judge books (and pretty much everything else) initially by first impression, this is why advertising is such a massive industry and why you should take it seriously too.

So, having a professional book cover is important if you want your work to be taken seriously, we all know that reviews help with this too, but you need to sell books before you’ll even get these (genuine reviews that is, and we all know that the first handful are friends and family).
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If you are taking your life as a professional writer seriously then you’ll understand that your journey is one similar to starting (and running) a small business, again, this is if you are looking to sell copies of your work (and why wouldn’t you be) reaching a larger audience than those who dabble in self-publishing for fun.

Along with a great book cover design you will need to have a platform to promote your book, the advertising to show to your viewer that you have a professional book and that really is worth their time and money.

Social media for authors is very easy to get started with, creating new accounts will be free and you can be up and running within minutes. Some authors do use their own personal social media accounts as their author platforms, but we would advise you to set up separate pages and keep them apart from each other.

You may also set up your own website, these too are very easy to start, maintain and use, the fees are normally very reasonable and you’ll not need any previous experience to create (the majority of self-build website platforms have great tutorials if you do get stuck).

With your online presence you will need to take the same approach used with your book cover, having some form of branding that shows the viewer that they’re in the right place regardless of your sales page, social media or author’s website will confirm that you are a professional author.
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Consistency throughout your online presence is important, if you look at some of your own favorite authors and their social media pages, website, advertising and book covers you’ll see that they show continuity, you know that when you go from their website to their Facebook page that you’re still in the right place. 

Having continuity with your branding displays a level of professionalism which will help to associate you with the big players within the publishing industry, if you are self-publishing, you’ll understand that competition is high, you need to give your book every chance you can, so maintaining your brand is important.

The same goes for the posts that you make, every author will share videos, memes, links and offers, but when it comes to self-promotion these social media posts should look professional, before you post anything, go to another successful author’s page and see what they post (you may find that a lot of these posts come from their publishing houses, but the standard will normally be consistent, well designed and professional).
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The main thing to remember is that even with a great book and a great cover design you still need to work at self-promotion, keep the standards high, consistent and professional, you can still compete with the best of them!