Category Archives: Book Marketing

Cat-tastrophe Averted

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Present word count: 25,772

Husband out of town on business. Cat deathly ill. Result: 35 words written. At least, Peach is on the mend (I know he’s a sensitive cat, but only an hour after we had seriously considered putting him down, he began to finally eat again without vomiting)…and my husband returns tomorrow. It’s been a long, unproductive week. Some weeks are like that.

Seth Godin’s Advice for Authors:

6. Resist with all your might the temptation to hire a publicist to get you on Oprah. First, you won’t get on Oprah (if you do, drop me a note and I’ll mention you as the exception). Second, it’s expensive. You’re way better off spending the time and money to do #5 instead, going after the little micromarkets. There are some very talented publicists out there…, but in general, see #1.

First of all, Oprah’s no longer an option (not that it ever really was). Secondly, I’m convinced that after all the hard work we do as writers, hitting the big time really does come down to luck: having the right concept in front of the right eyes at the right time. The stars align and…Voilá! You get waves of recognition and publicity.

Once more, we need to ask ourselves why we write. Are we in it for fame or success? I believe there’s a difference. Success means you regularly produce fiction that you find personally satisfying and that attracts its own gradually expanding pool of readers. Fame is a whole other stratosphere, generally beyond one’s control.

So, who really needs a publicist? What we really need to do is learn to force ourselves to write, even when our personal lives get stressful…like, say, when one’s cat looks to be on death’s door.

Originally posted 2012-02-03 19:46:33.

Find Your Readers

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Present word count:  25,737

Okay, first of all I need to explain why I only wrote 447 words over the past two days (Sundays don’t count because I don’t write on Sundays). One of my cats, Peach, has been really sick and we thought we might have to put him under, even though he’s only 7 years old. We have two cats and he’s my favorite…in fact, he’s my writing buddy, so it’s been hard to focus. His little cat bed is in my office and he’s the one that bugs me every day around lunchtime so I’ll get up to go have some lunch. He keeps me on schedule, but with him being unable to keep food or water down, my schedule kind of suffered. Anyway, my husband took him to the vet today, not knowing if he’d be bringing him back. Yay! He came back. Hopefully, I won’t have to take him back for the last time if we get bad news about his tests. The good news is that my husband’s going on a business trip tomorrow and won’t be back until Saturday, so I get LOTS and LOTS of uninterrupted writing time…that should pick up my word count considerably. I promise to keep you posted about Peach.

And now…

Seth Godin’s Advice for Authors:

5. Don’t try to sell your book to everyone. First, consider this: “58% of the U.S. adult population never reads another book after high school.” Then, consider the fact that among people even willing to buy a book, yours is just a tiny little needle in a very big haystack. Far better to obsess about a little subset of the market–that subset that you have permission to talk with, that subset where you have credibility, and most important, that subset where people just can’t live without your book.

First, let me just say that 58% statistic is just sad. Sad, but probably true. I remember my shock when I met a woman in my previous church congregation down in Southern California who admitted that she never read books. She hated reading. Something inside me kind of shriveled up that day. Oh, well. These are obviously not the people we’re writing our books for.

It’s great to have big goals like writing and publishing a best-seller, some novel that whole new hordes of people line up to buy, but realistically, most authors are going to have to be content with developing their fan base gradually. The way you write and the things you write about are going to appeal to a certain group of readers. If you write genre fiction, you can try to capture all the readers of your particular genre, but there is so much out there that you’ll still only get a slice. You might increase your numbers by mixing a couple of genres and getting crossover appeal. But, hey, a 10,000 reader slice sounds terrific to some of us! I have several author friends who easily surpass that and I’m honored to know them.

The key is building that relationship with your readers once they happen across your orbit, so that you can keep them coming back. First, I think you need to keep providing a steady stream of product for them. This means, of course, that you can’t afford to sit back on your laurels. You’ve got to keep writing because they’re always asking when your next book is coming out. Second, you need to be responsive without letting them take over your life. Third, you need to be very visible online these days. Those are just my ideas.

I’d love to hear what my more experienced author friends have to say on this subject. How have you found your readers? More importantly, how have you kept them?

Originally posted 2012-01-30 17:55:14.

Think of your books as souvenirs

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Present word count:  25,290 (I know, I know…not enough…I promise much more next time)

Seth Godin’s Advice for Authors:

4. Understand that a non-fiction book is a souvenir, just a vessel for the ideas themselves. You don’t want the ideas to get stuck in the book… you want them to spread. Which means that you shouldn’t hoard the idea! The more you give away, the better you will do.

I think this applies equally well to fiction. We definitely want the characters, issues, and themes in our stories to spread. More than that, we want our fan base to spread out and grow. Godin is all about giving ideas away for free because he knows that, in the end, you reap what you sow.

That’s what I love about author communities like LDStorymakers and ANWA. The more we give to our fellow writers (whether it’s the benefit of our experience, or helpful critiques, or simply our attention), the more we grow and are enriched as writers. I’ve felt badly that I haven’t given more lately in either group, but my time has been crunched by both the Storymaker website and reading for the Whitneys. Still, I know that once my schedule frees up, I can make up for lost time. I don’t know if it’s the fact that 99% of us are still struggling for the audience we want… or the fact that one hit today doesn’t guarantee a lifetime of success, but for some reason, our hearts can’t help but go out to each other. Writers, as a whole, are some of the most unselfish people I know in business.

And our books truly are souvenirs for both us and our readers. They help us remember what our own lives were like as we wrote them. Depending on the content, they can help us remember people, places, or events in our lives. And they speak to our readers in similar ways, though the reading experience is unique for each person who reads our words. They meld their own memories, experiences, and ideas with ours as they read.

Sometimes, book marketing is not about sales so much as spreading your words. Think of your books as souvenirs and give some away.

Originally posted 2012-01-27 13:19:24.

Why Do Authors Always Do It Backwards?

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Present word count of WIP:  23,516

Seth Godin’s Advice for Authors:

2. The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you’ll need later.

So, basically, he’s saying we need to think about selling long before we have a product to sell. Of course, most authors do it backwards. They build the product first and then think about how to sell it…when it’s probably too late to get the most for our efforts.

Then, again, we don’t pick up pen and paper (or type away at a keyboard) in the first place to make money. We do it for the love of writing and storytelling. But if you’re in this business to make a lot of sales, then it might be best to heed his advice.

With rare exceptions (like J.K. Rowling and Stephanie Meyer), it takes most authors a good 5-6 books to begin to have a real following. Why? Because it simply takes that long. Not only is each novel generally improving in quality, but over time more readers are added to their fan base as word spreads from friend to friend.

You might argue that Godin writes nonfiction, and for the nonfiction writer, platform is everything. These days, however, I’d argue that platform is becoming just as important for the fiction writer.

That’s why I’m going to keep blogging away, friending on FB, tweeting (though I need to get a lot more consistent there), writing reviews on Goodreads, Amazon and other places online, and taking every possible opportunity to attend/present at conferences and retreats (as long as I can afford it, that is).

If Godin’s right, then I can expect to be published by 2015 (traditionally, that is…of course, I’m actually hoping for some time this year with Laps). And by then, I should have at least three more manuscripts ready and available for the audience I will have built.

But, then, by 2015 who knows what publishing will look like in America? And on that note, what do you think of the new iBooks Author?

Originally posted 2012-01-20 17:07:18.

Sharing Some Advice for Writers

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Present word count of WIP:  19,405

I’m a bit miffed that, after such a good start, my son’s sudden end-of-semester homework requirements took me off-track. After four days in a row of knocking off 1,000+ words a day, I was only able to write 265 words on Wednesday. Thursday and today were even worse. I’m hoping that, after dinner tonight, I can knock out 1,000+ words and update my word count. The bad news is, he’s got another big assignment due next week. I’ll work around it somehow.

In the meantime, I promised to share some advice for writers received in an email from Seth Godin at the Domino Project.

He sent it in two batches. The first was written by him six years ago and basically consists of these five ideas about the state of publishing: (My comments follow in blue)

1) “Book publishing is an organized hobby, not a business.”

His point was that authors and publishers, alike, don’t get much for all their efforts…they’re doing it for love more than money. But there is a certain cachet attached to having written a book or being in the publishing industry. He also noted that writers have an opportunity to “spread an idea and a brand far and wide.” So, if you want to write a book, you need to think long and hard about your true motivations.

2) “The timeframe for the launch of books has gone from silly to unrealistic.”

I agree that a world that once moved slowly now changes from day to day, so I can see his point that we have to consider carefully the “shelf life” of our ideas or stories. (He writes nonfiction, so this is more pertinent to him than to me.) Still, it’s a bad idea to try and write what’s currently popular because, if you’re lucky and it gets published three years later, its popularity will most certainly have waned. Write what you feel like writing regardless!

3) “There is no such thing as effective book promotion by a book publisher.”

He immediately adds that, of course, this isn’t true. Look at Harry Potter or Freakonomics. His point, though, is that out of 75,000 titles published six or seven years ago, only about a hundred were effectively promoted. This, of course, is not news to authors. They expect to have to do the lion’s share of their own marketing these days…most of it online. He also points out that blurbs don’t sell books in and of themselves. What is most effective is to have a platform already–with thousands or tens of thousands of people who care about what you have to say. That platform can be a popular blog, celebrity status, lots of employees, or a personal relationship with someone who has a huge platform and believes in you.

4) “Books cost money and require the user to read them for the idea to spread.”

His point here is that people hate to part with their money and less and less people, apparently, enjoy reading. So we have two obstacles to overcome. I, personally, am not convinced of the latter. Back in November the president of Goodreads did an interview in which he said they then had grown to 6,000,000 members. That said, I think the REAL challenge is finding a way to get your book to stick out among the hundreds of thousands now being published and self-published each year. Now, that’s hard!

5) “Publishing is like venture capital, not like printing.”

It’s true. Anyone can print a book today. That’s why so many books are being self-published. The big traditional publishers, however, are taking a risk when they sign an author to a contract. They’re investing in that writer. As he puts it, “They invest cash in an advance. They invest time in creating the book itself and selling it…and they invest more cash in printing books.” So, you have to decide: Do you want their advance and expertise (I do)…or do you want total control of your printing?

After sharing these five ideas, Mr. Godin gives this advice:

“Build an asset. Large numbers of influential people who read your blog or read your emails or watch your TV show or love your restaurant or or or…

“Then, put your idea into a format where it will spread fast. That could be an ebook (a free one) or a pamphlet (a cheap one–the Joy of Jello sold millions and millions of copies at a collar or less).

“Then, if your idea catches on, you can sell the souvenir edition. The book. The thing people keep on their shelf or lend out or get from the library. Books are wonderful (I own too many!) but they’re not necessarily the best vessel for spreading your idea.

“And the punchline, of course, is that if you do all these things, you won’t need a publisher. And that’s exactly when a publisher will want you! That’s the sort of author publishers do the best with.”

He’s right, of course, but that’s not to say that publishers only publish authors with large platforms. That’s simply not true. Why? Because they love a good story as much as the writer does, and if it’s good enough, they’ll publish it. Oh, you’ll still have to do the lion’s share of the marketing, but I think it will be a good bit easier if you’re traditionally published.

That was only his first batch of advice and it was six years old! His second batch was from five years ago and consists of 19 different points. I think I’ll post about each in turn every Friday over the next several months.

 

 

Originally posted 2012-01-13 17:06:45.

The Balancing Act

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When I set out to write I didn’t give much thought to publishing, let alone marketing. Now agents everywhere say your online marketing is an essential aspect of your professionalism as a writer. Many won’t even consider your work unless you have a significant online presence.

I can understand their point of view. After all, if the publishing house is no longer going to spend the time and money to really promote their beginning and midlist authors, who will? Certainly not your busy agent, beyond a tweet or a FB mention here and there. However, all this concern for marketing has gotten in the way of my writing. It has blocked my writing in ways I never envisioned.

It was so refreshing, then, to read Dean Wesley Smith’s take on keeping your writing first and foremost in answer to a comment on this excellent post:

There are a lot of promotions that are just a total waste of time. The best way to sell a book is write another one and then another one and make each one better. It won’t sell a lot of copies instantly as is the produce model of thinking, but over the long haul, you’ll make a ton more money and be a better writer.

I suggest most promotion be simply your web site (I am failing on this at the moment because of links, but fixing that), your publisher’s web site (we’re about to get WMG Publishing web site actually up and running), an occasional facebook post and an occasional twitter post. I don’t do either, really.

There are other things that do work a little. For trade paper books, WMG does catalogs to send to bookstores and we are making nice money that way. And sending out proofs, both electronic and paper, for major reviews of new books tends to work if your publishing house looks professional and your book looks professional.

But the rest is pretty time-wasting for most writers. They would be much better served in a five year plan to just write more work and get more readers. Let word of mouth spread the news about your great books. But again, that takes time and you can’t expect it to happen in a few months or even the first year.

I’m going to realign my social media efforts and put them back on the back burner where they belong. I can dip into Twitter 2-3 times a week, and maybe stir my FB status once or twice a week. I’m fortunate that Google+ hasn’t yet swallowed me up (and when it beckons, I’ll have to relegate it to the back burner, as well). What I can’t afford to do is get so sucked into internet surfing that I forget the main course–my writing.

Originally posted 2011-07-15 15:19:14.

Marketing a Must

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One of the things I realized coming back from this writer’s conference was that I can’t afford to sit on my heels with my website, blog, and social media accounts. Sara Megibow made it very clear that even if she likes your writing she won’t take you on unless you’re already acting like a professional. I can see her point. I’ve been on Facebook and LinkedIn for years, and I’ve blogged off and on for years, as well. I created my first website back in 2008 and then updated it this past year. I’ve also had a Twitter account for a couple of years, but now I’m determined to get comfortable tweeting and doing a whole lot more on the marketing end. I may only have one book out, but it’s a pretty good book (if I do say so myself) and it’s about time a lot more people knew about it.

My first purchase after the conference was this book: Inbound Marketing: Get Found Using Google, Social Media, and Blogs. You can bet I’m going to be up late nights devouring its pages.

Originally posted 2011-05-12 12:49:14.

I’m Trying a Goodreads Giveaway

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In celebration of the check for $1,000 I received in the mail from Writer’s Digest for my recent win, I decided to offer a few free copies of The Reckoning in one of Goodread’s Giveaways. If you haven’t yet read it and want to, but can’t afford a copy, it won’t hurt to click on the entry in the widget in my right sidebar (under Awards).

And just to reiterate how important a cover is, particularly if you’re thinking of self-publishing, here were the Judge’s notes on my book and some of the reasons it won First Place in the Mainstream/Literary Fiction category of the 18th Annual Writer’s Digest International Self-Published Book Awards:

(On a scale of 1 to 5, with 1 meaning “poor” and 5 meaning “excellent”)

Plot: 4

Grammar: 5

Character development: 4

Production quality and cover design: 5

Judge’s commentary: Gorgeous cover – your artist is really gifted. Wow! What an opening. Your writing is direct and beautifully crafted. Your knowledge of the setting and cultures really shows in the writing.

I really did luck out with that cover in contacting the artist, Vian Sora, and obtaining her permission to use her painting entitled Nostalgia. As you can see, it pays for writers to get to know artists.

Originally posted 2011-01-22 17:30:16.

Publishing’s Paradigm Shift – Effect on Authors

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With all of this movement toward e-books, what can authors expect in the near future? Some of the coming changes may include the following:

•Funding for authors’ advances may begin to be provided by external investors (as they are with films and plays)

•Best-selling authors, who already have a name brand, may turn to self-publishing for higher royalties, making more room for midlist and debut authors

•Until then, the bar is higher and authors may want to consider self-publishing

•Some authors are already serializing their books online to build readership

•Publishers can’t hold on to rights indefinitely by making books available as POD or e-books, according to recent rulings (when such a book is out of print, rights will revert to author)

Average advances today are between $1,000 and $5,000 for debut literary fiction as opposed to the $50-100,000 advances of the past. For commercial fiction: $15,000 or less. And publishing houses are beginning to shrink their lists, so it’s becoming more and more difficult to get picked up as a debut author.

One option is to take your chances with self-publishing and try to find ways to grow your own fan base. One unpublished author is serializing his new book, chapter by chapter on his website where, over the next ten weeks, it will build like a part-work. In the words of a friend, he’s “doing a Dickens.” And he’s making it available for free, betting that many readers won’t want to wait and will go ahead and download the entire book for less than the cost of a paperback. After that, it will go to Amazon, with an iPod version later. A second, already published, author, John Gorman, is serializing his new thriller to a WordPress site. On the site, his Mission Statement encourages people to contribute to the story. He won’t publish their words, but he might run with their character ideas and plot twists, so there’s a collective element to this novel.

For those who decide to self-publish, Publishers Weekly now puts out a quarterly supplement, called PW Select, that announces self-published titles for $149 and reviews for free those they feel are most deserving of a critical assessment. For more information, check www.publishersweekly.com/diy.

Personally, I went the self-publishing route for my first book and it’s seen very few sales, despite the awards, simply because it’s not out there enough. I won’t go that route again. I’d rather hone my craft and keep writing and querying until I get an agent. An agent will lead me to a publisher who can get my name out there. I’m hoping that a lot of these top authors who no longer need a big publisher will go the self-publishing route, thereby making room on publishers’ lists for more midlist and debut authors.

In my next posting on this topic, I’ll share the thoughts and experiences of some of those who have.

Originally posted 2010-11-15 11:04:47.

Publishing’s Paradigm Shift – Effect on Booksellers

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Where do you buy most of your books now? Online at Amazon or other online bookstores? At big box stores like Costco? Barnes & Noble? Or are you a die-hard fan of the small, local independent bookstore where you’re on a first-name basis with the staff?

Bookstores have been a dying breed until now. So how will they be affected by the growing popularity of digitalized books? Here are some possible developments:

•Booksellers will begin adding Espresso Book Machines to stores

•Megastores may disappear and smaller, neighborhood stores could make a resurgence

•Booksellers will become more important as guides in book selection as newspapers continue to lose their book review sections

•There will be more and more niche bookstores

According to Publishers Weekly (April 16, 2010), “Lightning Source has launched an Espresso Book Machine pilot program, done in conjunction with On Demand Books, through which select publishers will be able to offer their customers the opportunity to print their titles on the Espresso machines located in bookstores…There are currently 37 EBMs in operation and 14 planned around the world. On Demand is releasing a new model of the machine which will print books faster—roughly four minutes for a 300-page book as opposed to eight minutes—and be offered at a lower price point.”

“The new bookstores may be book/coffee/tea shop hybrids, with a while-you-wait book printing facility, digital connections to facilitate e-book browsing and purchase, and staff who know and love the books they sell.” (Richard Day, publisher of Self-Councel press)

Check out the video below showing how the Espresso Book Machine works.

Originally posted 2010-11-04 13:59:14.