Posts tagged ‘Marketing’
Four Steps to Holiday Book Promotion
There has never been a better time of year to promote your book.
Right now, during this season, people are searching — parading the streets for that idea that’s perfect for someone they know. It is officially holiday time and the countdown to flying shreds of colorful paper has begun. And as a published author (that’s right, I’m talking directly to you), your promotional efforts should be in full night-before-Christmas-shopping throttle.
Your book should be the hottest thing coming this season. Now, if you were a good little author this year and planned ahead to market your book this holiday season, you’ll already be reaping the benefits. Most bookstores and event coordinators start planning for the holidays months in advance. However, even if you are on the naughty author list, you can still cash in on some of the sales this December if you put your mind to it and get creative.
Here are some ways to keep your momentum among the holiday shuffle and push the title of your book:
- Step outside the Bookstore. Traditionally, an author would hold a book signing in a local bookstore. But most bookstores start planning their December stock and events months in advance. So this holiday, think of a high traffic area and better yet, one that you may find your targeted readers. Does your book fall in the women’s lit genre? How about the local yoga studio, coffee house, a spa or shopping center? For the science fiction genre, try comic book or gaming stores. And for a children’s book, seek out boutiques and toy stores. Explore bazaars, craft shows, local holiday events. Just get there and display your work. (And add a special touch of free gift wrapping if you are in the spiritsJ).
- Happy Holidays from Your Local Author. Get a mailing list by zip code and create a holiday mass mailing of Christmas cards or post cards with information on your book and where to purchase. Emphasize “local author” and offer and incentive, maybe free shipping or 15% off.
- The 12 Days of Christmas Countdown. Highlight your book in each of your social media and in your blog/website. Create a daily promotion which may include an autographed edition, a percentage off, etc. Or get creative and highlight a new reason each day on why the average Joe should purchase your book.
- Give Back. Whether you are on location signing copies of your book or generating awareness online, have a way for people to submit their name, address and e-mail for the chance to win a free autographed copy of your book. Maybe even raffle a book off every couple hours. It’s about involvement with your readers and exposure (not to mention building a list of interested readers).
This time of year, your audience is attentive. Take advantage of the search and help guide them along. I bid you good luck and welcome any of your ideas to share with fellow readers and writers.
A Genre for All Readers
When it comes to music, I am not a one-genre listener. Some days it’s Willie Nelson. Other days, a little Stones. And I definitely have my Kid Rock and Metallica moments. But then there’s reggae and jam bands and bluegrass, oh my.
Each artist falls within a very different genre, and yet I need each of them. And my literary tastes are no different – from Eat Pray Love to The Alchemist to Twilight, I need them all.
As a writer, you can take that concept in two different ways:
One: Your Writing.
Think of what it is that makes up each one of your characters – the intricacies of their personalities. Characters are meant to feel real. And your readers should be able to relate to the movements and motions of your characters. Add dimension to the personalities of your characters through a descriptive showing of who they are and why. What traits build the character and how is that reflective in personality and story direction? Reveal intimate details explaining the multi-dimensions of this character and how it contributes to the decisions the character makes. Give them a little depth with variety – a little contradiction but with meaning.
Two: Your Marketing.
Who is the focus of your marketing campaign? A well thought out targeted genre reader? That’s a good idea. But what efforts are you making towards the cross-over readers? True, it’s essential to target your marketing efforts on a niche overall – but don’t restrict yourself. Have you heard the saying, “no stone left unturned?” Or what about, “you’ll never know until you try.” Your writing is multi-dimensional and so are readers; add those readers into your fan base.
And now, a little homework assignment. Rewrite a current character giving them additional layers that will enhance your storyline and character development. And, write out a plan detailing what you can do to hit the readers that may not automatically fall within your prospected genre readership.
Let us know how it goes.
Five Little Things You Can Do To Get More Attention for Your Book
1. Love your work. If you wholeheartedly believe in your book, other people will notice. Don’t be modest or shy about what you’ve accomplished—encourage people to read it as much as you can (without being overwhelming, of course). And don’t hold out for universal approval either. Take Hemingway, for example; he was amongst the best literary minds of the 20th century, but lots of people can’t stand to read his novels. Not everyone is going to love—or even like—your book. Stand by what you’ve written and some people may just believe in it as much as you do.
2. Know the importance of your cover design. This is the very thing that is going to make most people want to pick up your book in the first place, so don’t take it too lightly. Make sure the cover is eye-catching; whether it’s bright, beautiful or really gruesome, it must win the consumers’ attention. If you’ve hired a cover designer, such as those available through Wordclay, trust the artistic instincts of your designer—it’s their job—but make sure you’re sense of the book is reflected in their work as well.
3. Always have a copy of your book handy. You never know when you’ll run across someone who can help with your writing career! I’m not suggesting you literally take it everywhere, but maybe keep one in your car incase you need it—hey, it can’t hurt.
4. Network socially. Don’t make the mistake of only networking with people you already know are in the publishing/book industry. Lots of editors, publishers and writers have social lives and you may not know who they are when first talking to them in a bar, at the grocery store or in line at the movie theatre. Also, if your group of friends and acquaintances know all about your book, they can talk about it with other friends, and so your “buzz” increases (literally) at an exponential rate.
5. Have a description ready to go. When people ask about your book, it’s way more convincing if you already know what you’re going to say—point out the highlights, the genre and the general message, for example—but try not to sound rehearsed. And, don’t give too much away, or there isn’t any incentive to buy it!
-Colleen
The (Not-So-Risky) Business of Business Cards
One of the most powerful, yet highly underestimated marketing tools in today’s technology-based world of publishing is the business card. Call it old-fashioned if you want, but business cards are a worthwhile investment. Look at it this way: you spend hundreds, maybe thousands of dollars on your book—not to mention all the blood, sweat and tears—you owe it to yourself to invest in a set of business cards to market yourself as an author.
Here’s how business cards can help you as an author:
1. Relay the basics. In a society obsessed with instant gratification and convenience, the business card is the simplest and most efficient way to give someone your general/contact information. As an author, it is important that a publisher not only remember your name, but your book as well! You should include the title, a short description, where the book is available and even a picture. Bottom line, business cards relay the important stuff and minimize miscommunication.
2. Be professional. This is self-explanatory. It reflects much better on you if you already have your information prepped and on hand, rather than asking someone to find the resources and the time to write it down.
3. Express Your Uniqueness. Business cards are marketing cards, and you are the product. This is a direct and easy way to convey what you and your book are all about. Maybe you designed your card so that it communicates the genre of your book, (a romance or spy novel, for example), or maybe you pulled a great quote and printed it beneath the title. Remember, it’s your chance to be creative and stand out!
4. Pass it On. Business cards quicken the networking process. Think about it! If a third party is inquiring about your book or manuscript, it is much easier for someone to hand out your business card than sift through old papers or e-mails to find your contact information. Ultimately, it’s less work for everyone involved—it’s so minor, yet so important. A person is more likely to pass along your information and/or recommend your work if playing the middle-man isn’t quite on par with getting a root canal.
5. Stand Out and Be Remembered. Neither a Twitter account nor a Facebook page give you the advantage of that first impression handshake accompanied with a timeless, “Here’s my card.” Face-to-face time is important, but being memorable is key. A tangible business card is something that they have to hold onto, and chances are, they’ll remember you and your book.
Attract Media Attention to Your Writing (Yes, You!)
So, you’re ready for more exposure? And you want to get your writing out there a bit more. What should you do? Why, Contact the Media, of course!
You can boost exposure for your writing (and your author self) and in turn, the sales of your book, all through a little press coverage. Whether it’s a story on your upcoming book release or a detail of your relevant story line, utilizing the press is a paramount method in allowing readers to learn more about you and what you have to offer.
Although the notion seems slightly intimidating with a pinch of impossibility (take my word on this one…It’s NOT), the involvement with various media outlets will level your degree of success. Make Media Your Friend. And know that gaining coverage requires a little effort on your part.
Let’s break it down: Newspaper, Magazine, Online.
Newspaper. Does your town have a newspaper or a local alternative weekly? If so, start paying attention to who writes the particular sections your book may be “newsworthy” in. Give that person a call or send a well-thought-out e-mail. Let them know who you are, what you’re doing, where your book fits within the community and offer your story. Remember to include or follow up with links to your website or blog and attach photos which can be used in print.
Magazines. Getting featured in a magazine is a little more work, but well worth the effort. Research which magazines your audience may read. Get copies and browse through highlighting possible sections, similar coverage and new opportunities. Find out who the market editor is for the publication. Don’t be afraid to approach these folks. They wouldn’t have a magazine without stories to write — they need you to provide them with content. They are looking for “what’s next” and by bringing a great story, you are lightening their load. Simply get in touch. Mail a letter, including all of your information, or submit a press kit. It is important to address the appropriate person as opposed to Dear Editor, and you can find this within the magazine. Bear in mind that magazines have long lead times and feel free to follow up about six weeks from your original communication.
Online. Don’t overlook your online opportunities. There’s a world of creative communities, fellow writers and bloggers to share and inform your art of writing with. How about a feature on your favorite writers’ blog? Take note of the blogs and websites you frequent or may share a common denominator. Depending on your books topic, search the web for sites that your story may hold relevance — a particular town, healthy eating, lifestyle, etc. Find out whom to submit your request and compose a well-written e-mail containing an introduction, active links, photographs, and maybe even a mock article. Use proper grammar (do not treat your e-mail like a text message). Describe your writing and your story fully while keeping it short and sweet.
Remember to be prepared before you contact any media source. You’ve heard the perception of first impressions. And while there is no magic formula for getting print coverage, you need to introduce yourself through a solid presentation. What is your hook? Why should the media cover you? Give fellow writers a foundation on which they can build their story.
–Melissa
Tomorrow: Let’s talk the basics of a press kit and get you on your way towards befriending the media.
How Publishing a Book Could Help You Land Your Next Job
The economy has been stinking up our sweet American dreams for quite a while now. But people find ways to overcome adversity, and this time is no different.
One way that people can overcome the challenges of a tough job market is establishing themselves as experts by publishing books. Mark Tutton explores this topic in an article he posted March 16, 2010, on CNN.com titled, Why just being good at your job is not enough.
In the article, Tutton interviews various experts on the rising competiveness of the job market and growing trends in publishing. Here are a few excerpts:
Keith Ogorek, of self-publishing firm Author Solutions, told CNN that more people are using self-publishing as a way of promoting their personal brand. “We’ve found that a number of people have begun to use books as a way to establish their credibility,” he said.
“As the economy is turning and more and more people are having to get creative in ways to distinguish themselves in the job market, many of them are using books as a way to distinguish themselves among the other people who might be out there.”
Dan Schawbel, author of personal-branding book “Me 2.0,” provided his insight as well:
“In my opinion the economy has forced everyone to be an expert in their field, so if you’re not an expert, you’re in trouble,” he said. “The easiest and fastest way to be positioned as an expert in your field is to publish a book.”
Schawbel said writing a book on your area of professional interest instantly establishes your credibility to potential customers and employers.
“You can self proclaim you’re an expert in your field all day long but the book is almost your calling card. …”
So, could you be an expert? You may not even realize all the fields in which you hold expert knowledge, because the things you do well are second nature. Maybe you’re an expert in grammar. Or perhaps you’ve raised eight children and you’re an expert mom. Or maybe, you could be an expert on the rise of reality television … you never know until you try.
Keep writing.
Angie Kelly Pheifer
Read the full article by Mark Tutton: Why just being good at your job is not enough
Marketing Meet Technology
I have to admit that I’m a late adopter when it comes to anything surrounding technology. I appreciate the innovation and convenience, but I also enjoy resting on the fence. With that said, once one foot touches the slightly different shade of green, I leap over to enjoy the ease of new pastures.
This era of technology is on an infinite climb. Information is at our fingertips with the responsibility to reciprocate in order to stay afloat in the whirlpool of presence.
As a writer in 2010, our responsibilities go far beyond documenting our thoughts. We have to reach our hands out through the channels of cyber space and offer to information seekers varying avenues that all lead back to you — or me. Hanging onto the fence or not, this is the pace of today. And you — and I — need to keep up if we want to expand our network, get our work noticed, and learn to write and communicate in the latest forms on the latest platforms.
It’s about getting your word out. It’s about marketing you and your book. It’s about capitalizing on each supplemental opportunity to tell your story. And it’s work — hard work.
So let’s focus on marketing your book — the steps necessary to develop and maintain your presence in the book industry and a way for random information seekers to discover you. Marketability begins small, with your book’s overall look and moving onto supporting materials for your writing. Extending to a world of potential readers, a focus of local, regional and global will guide your efforts.
And now, sit back and soak in the overwhelming feeling of it all. Understand that marketing in today’s standards will greatly determine your overall author success. We’ll begin tomorrow with the foundation of your platform — your book’s image.
–Melissa
Marketing Your E-Friendly Book
It’s no secret that our society has evolved from the days of telegraphs and the pony express to instant everything. Imagine waiting weeks, even months, to receive a letter. In our world of instantaneous information, the thought of waiting so long for something is unfathomable.
Not only has technology changed over the decades, but how people respond to it has changed too. As authors, we must adapt to changes in technology or risk the loss of current and future readers.
Each shift in value-added technology to consumers opens new opportunities for you as an author. New ways to present your work — your book — to a hungry universal audience beckoning for convenience. Whether you think this is unfortunate or not, the traditional bookstore browsing is now reserved for Sunday afternoons and vacations, but newer E-book trends are available anytime, anywhere. The E-book marketplace is here and you must respond or be left behind. Authors must be business people too, responding to current industry trends.
It’s easy to feel overwhelmed by the E-book trends, but you don’t need to be. Here are some helpful, easy ways to electronically market your book.
Target E-Readers. Growing technology and popularity of mobile devices paired with active consumers equals opportunity. Make your book available in E-book format for access and readability through electronic avenues such as Amazon Kindle and Sony Reader. Reach out to this increasing segment of readers.
Online Book Samples. Offer free downloads of sections or chapters of your book as a sample to browsing readers. An electronic sneak peek posted on your bookstore page, Author Web site, or blog entices further reading and leads toward the purchase of your book. You may also check out a service Wordclay offers – the Barnes and Noble See Inside the Book feature for an even more in-depth look inside your book. Apart from the standard book synopsis, posting a selection of your favorite scene or a twist in your storyline is also a good way to draw in readers.
Upload a Video Promo. Creation of a video book trailer gives life to your book. Utilize the creative and differentiating elements of your story in a visual presentation mapping the meaning within your writing. You may also create an author video introducing and personalizing your work through an interview style presentation. Include your videos on your bookstore page, author website, blog and e-mail campaigns. Additionally, you can post your video on YouTube, Facebook, MySpace and other social networking sites.
As our electronic era continues to grow and change, making your book E-friendly is vital. This means staying current with industry trends and the lifestyles of your readers and making your book available through the most convenient means for your readers.
- Melissa
How to Use E-Mail Marketing to Reach Your Readers
E-mail marketing is dually a challenging and effective option for extending you and your book’s presence to new and current readers. While e-mail usage is daily, getting your e-mail noticed in a full inbox with a catchy subject and powerful first line that pulls your readers in becomes a task lost in cyber space or dumped into a bin along with other hopefuls. Here is a piece of the puzzle: targeted e-mail lists for promoting your book.
Relationships begin with conversation. Initiate a conversation by e-mail and invite potential readers into your world. Get readers to sign up for your relevant and informative e-mails by including a link or subscription form on your Web site, home page or blog. Your registration field should ask for just enough necessary information from readers to create a marketing relationship relevant to your customer, but not enough information to betray their privacy — something that can turn readers away.
The registered subscriber wants to know their sign-up was successful — they have asked you to market to them. Engage immediately, as too much of a time lapse and your subscriber may forget ever signing up. You can design an e-mail that automatically acknowledges your reader, welcomes them and thanks them for viewing your site and subscribing to your e-mail marketing list. You are essentially building a pool of supporters who have previously shown interest in your work to which you may market.
Explore the many different options of what you can include in your e-mails. Be creative. Some ideas of how to use your e-mail marketing tool include:
- Announce that your book is available for purchase and inform readers of a book signing or promotional event.
- Involve readers in your current work’s progress by sending a “sneak peek” sample of your writing.
- Offer a promotion in which anyone who purchases a book receives a free bookmark or t-shirt.
Remember that your Web site or blog is an active place for readers, so you want to keep them engaged and coming back. Don’t go overboard with excessive e-mails which can actually annoy your readers. Keep your e-mails simple and relevant to your audience.
When performed correctly, a targeted e-mail campaign as part of your marketing mix establishes a list of potential loyal readers and buyers. With a reach exceeding geographic and time zone barriers, your e-mail campaign is quick, flexible, cost-effective and allows for customization for each reader or event.
Visit sites that offer free templates for both your registration and e-mails. Browse through www.emailtemplatepro.com or www.campaignmonitor.com and begin setting up your list of opt-in readers to which you can market your book.
- Melissa
Authors Who Market: Offering Author Solutions to Promoting and Publishing Books
Recently, Tribune-Review ran a piece in their publication called “Market Savvy Authors Can Take a Nontraditional Way to Audience,” in which Rege Behe explores the emerging benefits of self-publishing (and self-promoting) a book as opposed to blindly submitting your manuscript to publishers who may not even read your potential bestseller.
Essentially, your potential to spread the word about your book (and earn higher royalties per copy sold) with self-publishing is only limited by your enthusiasm to personally market your book and tap into any valuable connections you may already have.
For example, Ray Goss could use his experience in radio to market his self-published book, while others such as Lisa Genova (author of Still Alice, originally through iUniverse) or Barbara Burstin (author of Steel City Jews: A History of Pittsburgh and its Jewish Community, 1840-1915) have self-published only to receive rave review from some of the best magazines in the world, leading to traditional publishers scrammbling to sign them for another book.
Reporter Behe does mention the stigma of self-publishing, too, as its method is shunned by the hyper-literary-minded and even some bookstores; but given the lack of editorial and design control imposed by traditional publishers, not to mention the significant cut in royalites you earn with traditional publishing houses, may overwhelmingly overturn this negative sentiment toward companies like Author Solutions, Inc. (and Wordclay) in the very near future.
Because bookstores are perhaps slower to adapt to the changing publishing industry, self-published books may have a harder time reaching their shelves. That said, Behe also offers some tricks of the trade when marketing your book online. For example, creating an author Web site with your book details and order information will not only act as a base of operations for the writer, but also allow Internet surfers to stumble upon their book naturally when searching on different keywords. Combine your Web site with social networking and perhaps some book giveaway promotions, and BOOM! your chances for success just skyrocketed in the publishing industry!
The Point: Self-publishing with companies like Wordclay, iUniverse or AuthorHouse (all Author Solutions brands) can indeed be more beneficial to authors, especially emerging authors, than endlessly (and sometimes fruitlessly) seeking a traditional publisher to back you, even if your book has great potential!
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