Marketing
Therese here to introduce a book authors have needed for a long time: What To Do Before the Book Launch by authors M.J. Rose and Randy Susan Meyers. I was given a copy of this to preview months back, and was thrilled to provide an endorsement:
Dripping with the wisdom authors gain after years of experience but wish they’d had from moment one. If you want to move from book deal to debut in the best of all ways, this book will tell you how to do it—and how not to do it. It is positively packed with essential advice. Highly recommended.
—Therese Walsh, co-founder of Writer Unboxed, author of The Last Will of Moira Leahy
I’m so pleased to have M.J. with us today to tell you more about the book and share an excerpt. Enjoy!
What To Do Before Your Book Launch
What to expect when you’re expecting your book? What’s going to happen first, and second, and third?
Randy Susan Meyers (a wonderful novelist and amazing friend) and I have written a book. Every thing we’ve learned – most of it the hard way. (Watch the video here.)
I’ve had twelve fiction book launches. I have made terrible terrible mistakes with every one. My big takeaway after all these years is I need clones! Short of that – I need a “to do” list.
This book is our to-do list.
Included are chapters on author websites, blogs & author photos, publicity & marketing, book & author positioning book trailers, launch parties & public presentations, manners for authors, consolation for bad reviews, a timeline for the year before publication. worksheets for social media and writers on the craft & business of writing. Plus some other helpful (hopefully) advice and cautionary tales.
Here is an excerpt.
Ultimately, we all have to realize this basic truth:
Read MoreI heard this from a writer in a class I am teaching: “I have been struggling with the “who is my audience piece.”
They hadn’t realized that before they figure out WHAT they want to say, they need to understand who their ideal audience really is.
I would like to say that this is the MOST common feedback I hear from writers, but often, it isn’t. I would like to think that writers are obsessing about who their audience is. But instead, the most common request I here is always:
“How do I grow my audience?”
But how can you grow your audience when you don’t know who they are?
When I ask them the next logical question: “tell me about the people who make up your ideal audience,” I often get some long pauses, some hemming and hawing, and half-hearted attempts at answers:
Now, I LOVE LOVE LOVE working with writers. So I will try to put this as delicately as possible:
No, your story is not universal.
Thinking it is doesn’t only devalue the complexity and range of human experience on this planet, but doesn’t serve you well to understand how to find more readers for your work. Maybe your book will be a breakout success, demolishing previously conceived lines of topic, genre and audience.
But…
Before you take a bet on that lottery ticket – that your book needs to find the success of Harry Potter, or no success at all – focus on establishing a small and engaged audience of people who truly love your work.
Today I want to talk about why it is important to understand who your audience is, and how critical this information can be if you actually want to GROW your audience.
Many writers don’t share their work before publication, and if they do, it is often only with other writers. They just don’t feel they have the time to consider their audience, they are barely keeping up with writing, the publishing process, and the rest of their life. So they lump anything having to do with their audience under the term “marketing,” and justify that you don’t do marketing until just before the book comes out. This allows them to keep a safe distance from their audience – and from determining who these people may actually be.
In reality, they are just hoping – perhaps even praying – that once their book comes out, their intended readers will do the hard work for them. That the audience will self-select, raise their hands, and go out of their way to find this book. The author envisions publication as a process of LEARNING who their audience is as a passive act. But finding readers is important if you actually want to get read.
Why do many writers think their book appeals to a wide audience? Because they simply haven’t done the work to realize who it WOULD appeal to, and who it WOULDN’T appeal to.
Read MoreGIVEAWAY: In celebration of the Aug. 1 release of my new humor book, RED DOG / BLUE DOG: WHEN POOCHES GET POLITICAL, I am hosting a giveaway with this post. After one week, I will choose three (3) random commenters as winners, and those winners can chose any one of my books that they want to receive as a prize. Good luck to all! (UPDATE: Ronda R, Kenny K and Cathy won.)
Only 8 days (!) remain until the release of my latest political humor book. That means it’s a time for me to do what I can concerning promotion and publicity in support of the project. A bit of good news for me is that I’ve been down this road before. In 2010, my first humor book about garden gnomes was released and I got a close look at how the publicity machine works and why writers get coverage in some outlets but not in others. So as I start down this path a second time, let me share 7 pieces of advice concerning book promotion and publicity — all of which were shaped from what I learned during my first go-round in 2010.
1. Coverage is insanely hit-and-miss, so don’t be afraid to fire in multiple directions. After my book got mentions in Reader’s Digest and AOL News, I thought it would be a shoo-in for coverage when I notified the local media. Not so. The fact is: You never know who will be interested in your book, so your only option is to blast numerous outlets, big and small, local and not. (I often compare trying to garner book publicity to a blindfolded person firing in all directions.) That said, remember to personalize all your communication. Sending out a press release accompanied by a short, personal note will be much more effective than just a cold press release.
2. Your connections matter, so reach out to friends.
Read More1. Unbox your thinking
Books are sold in bookstores, both brick-and-mortar and online, and in racks that you find at drugstores and airports and big-box stores. Right? Yes, but if you can identify an audience with an enhanced interest in an aspect of your book, there could be more places to sell it if you unbox your thinking just a little.
My novel, The Vampire Kitty-cat Chronicles, is narrated by a calico tomcat. Cat lovers (or “cat people,” as we think of ourselves) are very interested in cats and their goings on. So where could I find a venue that has cat lovers streaming through it on a daily basis?
My local veterinarian’s—the animal hospital here in Pullman, Washington. I asked them if they’d take a local author’s book on consignment—they get 40% of the sale, just like a bookstore—and they agreed.
My book is featured on their front counter with a display that I provide. It includes a quote from a 5-star Midwest Book Review and a notice that the copies are signed by the author. The folks at the Alpine Animal Hospital report that customers like having that personal touch. In the last 7 months they’ve sold a dozen copies. It probably doesn’t hurt that it’s next to the candy dish.
Recently, when I was waiting to talk to the manager of another veterinary hospital in neighboring Moscow, Idaho, a cat person noticed the book and bought a copy right then and there. And the vet took a display.
2. Unbox your book
Read MoreThis column excerpted from my book, CREATE YOUR WRITER PLATFORM (Nov. 2012, Writer’s Digest Books), a guide on how to build your visibility, brand, and network to better market yourself and your books. The book includes lots of interviews with literary agents and platform-heavy authors.
I understand why people don’t get enthusiastic about platform building. Writers want to—shocker—write, and then (maybe) spend time talking about their writing journey. But building a blog? Tweeting? Volunteering to be a guest contributor to local radio stations all in the hopes of impressing literary agents? “If I did that, I wouldn’t have time to write!” is something I hear writers often say.
Building your writer platform means increasing your visibility, reach and network in the marketplace. It means creating channels through which you have the ability to sell books. The planks of platform include a successful blog, social media, article writing, public speaking, and more. In today’s publishing environment, nonfiction authors need platform to get the attention of publishers, whereas fiction authors simply want platform, as it will increase their value.
While creating a platform is not something writers generally get excited about in the morning (“Today, I’m gonna build my platform! I’M SO HAPPY!!!!”), I often tell people that there are definite upsides to the endeavor. Here are 5 off the top of my head:
1. Platform gives you a degree of control. In a previous WU column, I discussed how frustrating it is to have such a lack of control over the sales of your book. But platform building means you’re establishing concrete, solid connections through media outlets, with other professionals, and/or through social media channels. If you build these avenues, you can use them to sell books later. Creating a platform is an opportunity to, as writer Alexis Grant once put it, “make your own luck.” If you host a contest on your blog or speak at a writers conference, you are taking matters into your own hands, not waiting on an outside party to possibly have some luck spreading the word about your work.
2. You are your book’s ideal marketer.
Read MoreI think we can all agree that every author has a distinct writing voice or style, and that—over time—authors usually develop stronger and more confident voices.
What is acknowledged less often is how every author has (or should have) a distinct marketing voice and approach.
Sometimes, because we have less experience with marketing, or feel uncomfortable with the practice, we brace ourselves, even change ourselves, to engage in the activity.
This is good for nobody.
Think about it carefully. Do you adopt a totally different persona or voice when it’s time to market and promote? Of course you might put on your marketer’s hat to brainstorm ideas about marketing strategy, but those ideas ought to be expressed and executed by the “real” you, not a stilted, rational, or smarmy marketer version of you.
If you’re on the right path, it means you have a distinctive approach that can’t be copied by anyone else. Let’s look at a few examples.
John Green. Here’s a YA author who capitalizes on YouTube videos as a marketing and platform device. He does it in partnership with his brother. Were these guys born to perform in front of the camera? Yes. Could any author pull this off? No.
Jeanne Bowerman. She’s well known as the #twitterpimpangel. She talks about tequila a lot. She throws Rolos. She is unfailingly supportive and helpful to writers. She has a great story to tell about how she got where she is today. Is her story and approach replicable by any other author? No.
Chuck Wendig. For anyone active in the online writing community, you probably know Chuck already. He describes his website/blog as “unmercifully profane.” He adds, “It is not for children. Frankly, it’s probably not even for adults.” Would a bunch of authors even want to pull off what Chuck does? No. But it works for Chuck.
I could give dozens of examples, and show you how an author’s unique personality directly plays into their marketing and platform building approach. However, easier said than done. Why?
Read MoreKath here. We’re thrilled that novelist Liz Michalski is back to guest with us! Liz’s last guest post with us was just terrific, and we’re so pleased she agreed to return and discuss a quite unusual way of marketing your book. Her haunting debut novel Evenfall has received praise and buzz. Booklist says, “EVENFALL is a story of strong women, young and old, looking for acceptance and redemption in their own distinct versions of home,” and Romantic Times calls it, “(an) excellent debut is a touching tale of regret and treasured memories.”
Over the years we’ve had many people share their tips for grassroots marketing, but Liz’s method is one I’d never considered . . . and yet it makes perfect sense! Take it away, Liz!
You say Potato, I Say Potato, You Say Tomato, I Say Book Sales
This summer when you visit your local farmer’s market, keep an eye out: You might just find me nestled into a space between the free range eggs and the organic honey, selling copies of my book.
Two summers ago, after I’d sold my novel but before it came out, I was cruising the farmer’s market nearest me, scoping out the boxes of raspberries and sweet plums. I’d been visiting this particular market for years, so when the owner asked me what was new, I proudly blurted out the details of my triumph. She congratulated me, then asked if I’d thought about selling my book at the market.
I hadn’t. But a farm figures prominently in my storyline, so it seemed like fate. After accepting her invitation on the spot, I got busy and contacted several other markets, landing appearances at a half dozen last summer, and requests for me to return this year. The visits are a lot of fun, but they do take some preparation. Here’s what I’ve learned:
You may have noticed something new recently at Writer Unboxed: advertisements at the top of the left-hand column. (We just finished running an ad for Chris Abouzeid, author of Anatopsis.) With the help of our assistant, we’ve created informational kits for both authors and businesses who might be interested in advertising with us. Bonus: They are gorgeous. And, we hope, reasonable, as prices begin at $75.
If you’re interested in receiving a kit, please contact our assistant, Jeanne, at wuadguru@gmail.com.
Oh, and Happy Mother’s Day, to all the moms out there, from blog mamas Kath and Therese.
Photo courtesy Flickr’s https://heretakis.com.
Read MoreAs promised last month, I’m back this month with some strategies and advice for anyone considering the indie publishing route. And a quick update before I begin–I’ve actually had a great month, sales wise. (Thank you to any WU readers who bought copies of my books!) Two of my titles, Susanna and the Spy and Georgiana Darcy’s Diary, climbed all the way into the top 1000 titles on Amazon! And again–as I said last month–I’m just sharing these numbers with everyone to prove that it CAN be done. And that you don’t need to be writing about vampires to have great success. :-)
At any rate, without furthur ado, I’d like to introduce three indie authors who have graciously agree to share some of their tips and strategies with us here at WU today. These women are not only talented writers–and some of the nicest people I know!–they are all never-traditionally-published authors who have found tremendous success by independently publishing their books.
First, N. Gemini Sasson. Passed over by dozens of publishers, Sasson has sold over 36,000 e-books in the past year. Her next book, The King Must Die, a sequel to her award-winning novel Isabeau, is slated for release in April of 2012.
Sarah Woodbury. With two historian parents, Sarah couldn’t help but develop an interest in the past. She went on to get more than enough education herself (in anthropology) and began writing fiction when the stories in her head overflowed and demanded she let them out. Her interest in Wales stems from her own ancestry and the year she lived in England when she fell in love with the country, language, and people. She even convinced her husband to give all four of their children Welsh names.
Jennifer Becton. Jennifer has worked in the publishing industry for twelve years as a proofreader, copy editor, and freelance writer. In 2010, she accepted the challenge to self-publish her first novel. Upon discovering the possibilities of the expanding ebook market, she created Whiteley Press, an independent publishing house, and has since sold more than 50,000 books.
1. What marketing strategies have you used? Which do you feel were most effective (or ineffective)?
Read MoreOne of the most complicated discussions I have with authors – including myself – is about whether or not to hire an outside PR firm.
The reason it’s confusing is because nothing is guaranteed with PR. You’re buying effort and contacts.
It’s not like advertising where you buy an ad, it shows up. PR is a gamble. No publicist worth her salt will guarantee you placement. She can’t. A publicist’s job is to craft a pitch and get it to the right media outlets. But close the deal? That’s just not in her hands. The New York Times doesn’t listen to her when it comes to what to review. O Magazine will read the publicist’s pitch but she’s not invited to the editorial meeting to help them decide what books they are going to feature.
But knowing all that isn’t enough. I know it and yet it never seems to sink in.
And I’ve been trying to figure out why.
I think it’s because novelists are creative, imaginative people. Whisper glossy magazines to us and we can picture them. Mention an appearance on a TV morning show and we can’t stop visualizing sitting there and being interviewed. All the way down to the new Manolas you’re wearing.
In order to be an author we have to be optimists. How else could we spend a year, two or more of our time writing a book? Believing that we have a story worthy of telling? That people will want to read?
So presented with the potential of a PR campaign that will catapult our book onto the bestseller lists, it’s in our nature to start to drool and believe it’s all possible. Even probable. After all didn’t the book sell?
I’m not against hiring a PR firm. Quite the opposite. I think it’s a great idea. But you have to do it with your eyes open. You have to be a realist about it. And you need to make sure you have insurance.
Insurance
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