I then explained that marketing a book is like rolling a snowball down a hill. When it first starts rolling, it is a small snowball. As it continues to roll down the hill, it gradually gets larger and larger. By the time it reaches the bottom of the hill, it is significantly bigger than it was when it started.
When a new, unknown author first becomes published, their book is the small snowball. It may go unnoticed at first, but with persistent promotion it will continue to grow. It may not grow as fast as the author wants it to, but in order to keep the sales and exposure going, the author and publisher must continue to keep pushing it down the hill. If the author stops promoting their work, what happens? The snowball isn't going to get any larger, and neither will the book sales.
Many authors want to begin at the top of the hill with the big snowball, but they only have a big snowball if they have a large platform from which to launch their book. Is the author famous? Are they well-known in their state, region or even across the country? Do they have a large following in their life or profession? If not, then they are starting with a small snowball.
You may have heard of the book "The Girls With the Dragon Tattoo" by Stieg Larsson. It's a book that has been made into a movie, which is now playing in theaters. The book wasn't published until after the author had died, and it was released in Sweden, Larsson's home country. Nobody outside of Sweden had heard of Larsson prior to his book being published, but it won an award and was well-received in his home country. A publisher in Great Britain took a chance on the book and translated it into English, renaming it from the original title, "Men Who Hate Women" to "The Girl With the Dragon Tattoo." The book didn't sell.
The British publisher resorted to giving away copies; leaving them in public places like bus stops where people would find and read them. Like a snowball, word of mouth grew until book sales picked up and "The Girl With the Dragon Tattoo" became a success. Eight years after it was published, the book is now a Hollywood movie.
That is an extreme example of a small snowball rolling down the hill and becoming something very big. Not every author will have this kind of success, but the journey will almost always begin with a small snowball. If you keep pushing it, it will become something bigger. You just have to keep pushing.
It is said personality counts. And it does as well on the book front.
Whether at a bookstore, art or craft fair or promoting your book on Facebook are you not drawing people in with your personality? Without one-to-one contact, would you have made that sale?
I doubt it. Even your family or friends bought your book because they knew you. Keep in mind whether selling your wares online or in more intimate settings. People are interested in you and what you have to offer.
My book, Seasons of the Soul, relates to autistic parents, those struggling with issues or those interested in the topic. With book in hand, I approach customers providing them a short synopsis of my uplifting book. I peak their curiosity with a story in Seasons of the Soul where my youngest autistic son runs out of the plane while we waited for takeoff, causing the flight’s delay. Andrew’s anxiety got the better of him. From there, I tell the potential buyer about my book and how it includes personal accounts about my two different autistic sons as well as faith stories. “If interested, visit my table. I will be here from ...” I conclude.
So what did I do there? Raised their interest yet not pressured them. Again, personality talks and a pressure-cooker salesman dooms a sale.
Second, smile. Yes, it is not easy but think of it this way. A smile may lighten the heavy load you are carrying. A friend of mine works in retail. When customer lines are long or they complain, the clerks are told to smile. That goes even when the associates’ feet hurt from standing. Smile. Remember a smile masks the feet aches and possibly the stinky smell reaching your nostrils.
Third, eye contact. You cannot expect customers to purchase something from you if you are looking at the floor. Self-confidence in your abilities - even when you doubt your talents at times - does wonders.
Did you know people also can pick this up online? “I hope readers will like this,” you post. What this says is you are not confident about yourself. Turn that phrase into: “I know you will love this.” You are not bragging. You are showing c o n f i d e n c e. Underneath you may wonder if you are overestimating your abilities but if you do not believe in yourself, how can you expect others to do the same?
Four, attractiveness. How you portray yourself online to the arrangement of your table to your own appearance makes a distinct impression.
Thumbnail photos make your Facebook or Twitter posts. Some Facebook friends include photos where their hair is in disarray or you have little idea what is pictured. A reader needs to know, otherwise, they see your presence as unprofessional.
If you are selling personally at an art or craft fair, make your table display simple but attractive. Show a book award (but do not exhibit everything you received), cover your table with a bright cloth and use a vertical backdrop behind you if outside winds are not a problem.
Lastly, you are important. Make your appearance professional and clothing appropriate. I wear skirts or dresses often. I want the customer to see me as an author with stature and at some chamber of commerce events I wear my hat. I stand out and when I fail to wear one people ask, “Where’s your hat?” It is my trademark. What’s yours?
I look forward to your comments and may God richly bless you.
Each of his book signing events has been met with readers camping out in line, lines going around the block outside the bookstores and bookstores issuing wristbands to guarantee readers a place in line. Ozzy's book entered the NY Times Best Sellers List at #12.
But, this isn't the experience of most authors and their book signing events. The average bookstore signing event results in about six books being sold. There usually is no line around the block, and customers at the store may be indifferent to the fact a book signing is being held at all.
The difference is Ozzy Osbourne has a platform from which to launch his book. He is a Rock and Roll Hall of Fame inductee, pioneered the heavy metal rock sound with his former band, Black Sabbath, and has been performing since the late 1960's. He and his family also had a TV show you may have heard of, "The Osbournes." His book probably would have been a bestseller even if he had done no book signing events at all.
The reason he is doing book signings is simple. It's not for the book sales or the money. It's for the publicity. Each book signing event is another opportunity for him to talk about his book, connect with is fans, and get media attention, which does drive more book sales.
Chances are, you are not a Rock and Roll Hall of Fame inductee, or have legions of fans who have followed you for the past 40 years. That is even more reason to do book signing events, speaking engagements and any other event that will put you in front of readers. You may not sell 200 books at a book signing event (although I work with many authors who have), but the events are a way of introducing you, and your book, to new readers that you may not have reached otherwise.
I often have authors tell me "I'm not going to waste my time with book signing events. I'm just going to market my book online." The problem with this is they don't know who to market their book to online. They build a web site, join groups on Facebook and Tweet "buy my book!" to 100 or so followers on Twitter. Those activities are fine, and might result in a few sales, but they should be done in addition to, not instead of, book signing and author events.
We have a saying in my marketing department: "Events sell books." Over the past six years, I have seen it time and time again: the authors who do the most book signing and author events sell the most books. The authors who are not very active with events are the authors whose books are not selling well, and they are also the authors that tend to complain about their royalty statements the most.
Yes, you will run out of friends and family to invite to your events. That is why authors need to constantly be networking outside of their circle of acquaintances. This is where the "marketing online" comes in, but also getting out and meeting new people through signings, speaking engagement and other personal appearances. Use each appearance to generate additional events. Mention to the groups you are speaking to that you are available to speak to other groups with which the members might be affiliated. I have had more than one author tell me "I only sold two books at my event last weekend, but I got two speaking events lined up as a result of talking to customers." I have had authors tell me that it "costs too much money" for them to drive to book signing events, and then turn around and spend several hundred dollars on a newspaper ad (against my advice). Unfortunately, the ads rarely generate sales, whereas the book signing events probably would have.
If book signing events weren't worth doing, the celebrity authors like Ozzy Osbourne wouldn't bother doing them. Every new author has to start somewhere in terms of building their platform, and book signing and author events play a major part. Think of the events as your introduction to the book-buying public and a publicity activity...and yes, an opportunity to sell your book.
Book signings. Ugh. The mere thought is enough to send shudders down the spine of those of us who have sat behind a table of books, wearing an insipid grin while praying that someone, anyone, will come over and talk to us.
Book signings are a lot of legwork, networking, interviews, and basically debasing yourself to the free world for little or no apparent reward. Leading up to a recent author event, I did radio interviews and was featured in two local papers. The library where I was to sign and read from my book bought radio spots for the event. Even after all that, response was regrettably low.
In a depressed, dejected state, I prepared for another book signing event in another out of the way locale. A forty-five-minute drive with gas prices kissing three dollars a gallon to sell a couple of books.
I know what you're thinking. Book signings are for the reader, not the writer. It's all about networking. I realize that. But the cold hard facts are that since getting published, I'm having a hard time finding time to do what I'm paid (hmm) to do...write. Regardless, I put on a happy face, loaded up the minivan, and headed out.
A sixth grader met me at the door of the library. "Are you the writer?" he asked. He held the door open while my husband and I carried in our boxes--one containing books, in the other; flyers, a door prize, bookmarks, a sign-in notebook, and all my other writer paraphernalia. While I was setting up the table, preparing myself for a dismal turnout at this small off-the-beaten-path branch library, a young man entered. He turned out to be from the local paper, his presence requested by the librarian. He interviewed me before the signing and then exited. I went through my spiel for six people, one of whom was my mother.
"Why am I doing this?" I asked myself after selling five books, barely enough to replace the gas in my tank.
But it's all about networking.
And the boy who met me at the door? It turns out I have a fan besides my mother. He had been waiting to meet me all afternoon. He didn't have money for a book, but asked if I would autograph a picture and an author event flyer that he paid a quarter to print off of the library's computer.
So why do I do this? An entire evening where I ended up selling five books?
It turned out I got more than just treated nicely by a sixth grader that evening. The following week, my interview made the front page of three different newspapers in neighboring counties. My next reading/signing more than doubled in attendance and books sold.
Yes, readings and signings are never as exciting as they appear on television. It's a lot of driving, a lot of schmoozing, and little outward reward. But it's fun. I meet honest, helpful, friendly people. And my offer to autograph a copy of one of my books has yet to be refused.
Don't go to a reading/book signing expecting to sell a carload of books. Go prepared to speak to a few people, make some friends, and hopefully leave them happy for having left the comfort of their homes to listen to you speak for thirty minutes. They will appreciate it. Your local library will appreciate it. If nothing else, your significant other will enjoy the opportunity to show you off.
Relax. Have fun. Unless you are a professional athlete or ex-president, it will take a lot of time and more hard work than you bargained for. But your book is worth it. Your message will get out there, one reader at a time. Be patient. It may not get any easier, but someday a sixth grader may ask for your autograph, and it will be worth all the effort.
Teresa Slack is the author of five novels, including Streams of Mercy, the first in a series of Jenna's Creek Novels, and A Tender Reed, both published for the Christian fiction market. Marketing her books has been her biggest challenge so far. It is a job, she says, that never ends. Read more about her and her fiction on her websitehttp://www.teresaslack.com.
It's time once again to mention the Top 5 posts of the week. If you missed them the first time around, here is your chance to check them out. The Top 5 posts of the week, in order and by number of readers:
People seem to like numbers for a variety of reasons. Even those who aren't into math (of which there are many) like to gauge success or failure in terms of numbers. When it comes to book signing events, there's even a number for that too which is the magic number 8. If you sell 8 books, you can consider it a success.
Here is my take on the whole math equaling success or failure paradigm. Math is wonderful for architects and engineers. It is great for use in sending spacecraft into orbit, calculating gravitational pull, producing grade point averages, and a whole host of other things. What it isn't good for is determining true success or failure.
When we use math to determine how successful something is, we are looking at only one dimension: whether or not we made the numbers. In pretty much everything we do in society, we measure success by numbers. Grades, standardized test scores, balance sheets, income statements, and a whole host of other types of reports are regularly crunched and run. If the "goal" number is made, there is hand shaking, pats on the back, etc. If they are exceeded, there is champagne, profit-sharing (sometimes), parties, or other such gestures. If they are not made, there are consultants, re-trainings, disciplinary actions, and sometimes even terminations.
"It is important to acknowledge a mistake instantly, correct it, and learn from it. That literally turns a failure into a success. Success is on the far side of failure." - T.J. Watson, former President of IBM
When we don't look at the other side of the rating, we miss the most important part. When we don't make numbers, we are often driven to find out what we need to do to make the numbers. We know that if we want to continue in whatever it is that we are doing, we need to improve. When we make the numbers, we typically stagnate. That's why it is important to raise the bar for ourselves. If we get to the point where we consistently make the "8 books per signing" with little or no effort, that is great. That means that if we really focus and act as if we are not making the grade so to speak, we could do 12 books per signing, or 20 books per signing and so on.
If you find yourself at a book signing and you do not make the numbers that you were hoping (especially if it is under the standard 8 copies), it is time to pull apart what you did and see what you could have improved on. Talk to whoever it was that hosted the signing for their input. The answers could be obvious (science fiction book signing in a store that primarily sells non-fiction books) or a little more subtle. The point is, you didn't fail if you learned how to do it better. Actually, failures early on could lead you to success that would be far beyond what you would be able to do if you consistently made the minimum sales.
Remember, if you look at failure as a road to success, you will remove fear of said failure. If you go into your events knowing that you can't fail, then you won't fail. Mike Saxton
Author http://www.7scorpions.com
There are a lot of misconceptions about book signing events. Many people have visions of throngs of people lined up outside of a bookstore behind a red velvet rope, eagerly clutching a copy of an author's book and anticipating an autograph. Movies, TV shows and news coverage of mega-bestselling authors probably has much to do with this misconception. As we have mentioned many times before, the crowd behind the velvet rope doesn't just happen. Authors have to work to get more than a handful of people to come to the store, let alone the red velvet rope crowd.
The average book signing event usually results in about 6 books being sold. I say the "average" signing, because there are far too many authors that just expect the crowds will somehow materialize, or that the bookstores will run full-page ads in their city newspaper to promote their book signing events.
However, the reality is the bookstores expect the authors to bring those crowds to their businesses. They don't agree to host book signing events to promote the newest local author. They hold book signing events to attract new customers and make money, and they expect the authors to bring in those customers.
Recently, one of my authors sent me a checklist that she was given by a bookstore. The bookstore manager expected the author to do certain things leading up to the event to help ensure it would be a success. I won't mention which bookstore it was, other than to say it is one of the major bookstore chains. These were the store's expectations:
* The author needs to start promoting the event at least six weeks in advance.
* The author and their book should present timely topics of interest to the store's customers.
* The author must have the ability to attract 25 or more customers.
* The author must contact and work with the local media for coverage and promotion.
* The author should post their event dates on websites and social networking sites.
* The author should send out mailings, email blasts, and other communication to friends, family, businesses, community groups, etc.
* Last (but not least), the store's checklist mentions that having an event at the store "does not guarantee we will permanently carry your product in the store."
As you can see, the store has quite a few expectations of the author. What does the store promise to provide? In this case, the store told the author they would:
* List the event on their web site.
* Display a sign announcing the event in their store.
* List the event in the store's newsletter (maybe, but not guaranteed).
And that was it. Again, this was one of the major chain bookstores, which sells a lot of books and hosts a lot of author events. They are basically providing a venue for the author's event. Getting customers in the door...well, a lot of that is left up to the author. An author may get some assistance from their publisher, but not all publishers do so. Most expect their authors to be promotion machines.
With plenty of planning and preparation, book signing events can be great sales and promotional opportunities, and they give an author a chance to meet face-to-face with their readers (and potential readers).
Chances are, you have never heard of the book Hell Hawks!: The Untold Story of the American Fliers Who Savaged Hitler's Wehrmachtby Robert F. Dorr and Thomas Jones. It's definitely a niche book, probably of interest mainly to aviation enthusiasts and World War II history buffs. It has also sold more than 24,000 copies in less than two years. Incredibly, half of those sales have been made at one bookstore. That's right: one store.
According to Publisher's Weekly, that bookstore is located in the Udvar-Hazy Center in Washington D.C., which is affiliated with the Smithsonian National Air and Space Museum. The items that can't be displayed at the main center are located at the Udvar-Hazy Center.
Dorr's first book signing at the center's bookstore sold about 12 copies, but since then he has done 330 more signings at the same store. Talk about targeting a book's niche market! The bookstore at the center typically orders about 1,000 copies of Hell Hawks! each month, and Dorr sells about 120 copies at each signing.
According to the PW article: "Dorr attributes his success to his strategy of "engaging people, getting them interested." He greets store customers, introducing himself by name, before discussing the book, and scrupulously avoids small talk that may distract him or the customer from the book. "The instant I decide the person is not interested, I move on," he added."
There are a number of lessons authors can learn from Dorr:
1. Targeting a book's niche audience is critical. 2. A book doesn't have to be available in every bookstore in the country to be successful. A few targeted stores which fit a book's niche will do. 3. Authors must be intimately involved in pushing their book. 4. Every author has to start somewhere. Even if the first few signings don't sell a lot of copies, don't give up. 5. Authors must engage customers at book signings. Just sitting at a table and waiting for customers to come to you will not cut it.
While publishers assist their authors in the marketing process of their books, including scheduling book signings and public speaking opportunities, self-published authors and published authors alike also need to be proactive in working to schedule book signing events in their local communities.
Tip 1:
Let your fingers do the walking through the local yellow pages. Don't limit your search to just bookstores. What about public libraries? Depending on the subject matter of your book, look for related opportunities. For instance, if you wrote a book on Do-It-Yourself plumbing, you might want to consider calling local DIY stores such as Lowes and Home Depot to ask if they would consider letting you have a book signing opportunity. If you book is a children's book, consider local daycare facilities and children's stores.
Tip 2:
Make the call. Don't be afraid. Call the venue and introduce yourself as a local author and ask to speak to the person who schedules events such as a book signing, etc. When you reach the right decision maker, give them a brief summary of your book and why it would benefit their core customers or clients.
Tip 3:
Once the store has agreed to schedule a booksigning, provide them with signage, posters, or copies of your book cover to use in their promotion of the event. Encourage the store to send out a mass email to their email distribution list announcing the event and placing signs in the store promoting it.
Tip 4:
Invite everybody you know to the event, even if they have been to other booksignings or already have a copy of the book. Stores want a good turnout to their event and the rule of thumb here is that they would like 30 people to show up for the event.
Tip 5:
Post the event on every available online medium including Craigslist, BookTour.com, as well as on all of your blogs and websites.
Don't be afraid to reach out and make those contacts. Every bookstore that I called agreed to a booksigning; not one of them said no. All it takes is some confidence, a polite and professional demeanor, determination, and a few minutes to make a phone call or a drop-in to a local store.
Lori A. Moore is the author of From Zero to Christian in Just 35 Years. She teaches college both online as well as in her hometown of Louisville, KY where she lives with her husband Michael and their three cats. Lori has a passion for adults who haven't yet experienced a relationship with Christ because everything they've heard is kind of formal and scary. She tries to write with humor and on a down-to-earth level that people can relate to and understand.
How much help did your publisher give you in the marketing of your book?
I’ve had four books published.Of those four, I’ve had little marketing support from my publishers.Now let me clarify.When I say “marketing,” I’m referring specifically to public relations.I’m not referring to sales and distribution support.I’ve never been allowed any contact with the sales teams, though I understand some publishers encourage such.In fact, I’m friends with a sales representative for a major publishing house and she has advised me to always get to know and befriend my sales reps.When the sales reps love your books and you, they’ll fight to get your work into the stores, get you solid display space, and psych up the bookstore staff so that they recommend your book to the buying public.
Having said that, sales reps are going the way of landline telephones.Maybe landline telephones is the wrong metaphor to use since sales reps – those human beings who travel, from state to state, from bookstore to bookstore, to make face-to-face sales pitches to bookstore management – are being replaced by telemarketers.To foresee how well that is going to work, just think about how you react to telemarketers.
As for public relations support, for my first book Wasted, which became a New York Times bestseller, I believe my publisher sent out a few review copies.By that I mean I provided names and addresses of friends in the media and my publisher mailed them copies of the book and, from what I understand, a note that said here’s a book by Suzy Spencer.There was no publicity packet included.No sales pitch of what the book was about or why they would be interested in it.
With my second book, my publisher decided it was too expensive to send out review copies, so I was provided an extra box of books, which I was supposed to mail to my media contacts.
I switched publishing houses for my third and fourth books.That publisher did provide a bit of publicity support.But for the purposes of this interview, I’m going to stick to the details of marketing and publicity for Wasted, i.e. the experiences of a first time author who fluked into becoming a New York Times best-selling author.
Did you hire a publicist, or did you work on marketing and promotion on your own?If you hired a publicist, what types of things did they do for you?
My answer is all of the above.Initially, I did everything myself.As time passed and I was out of ideas and contacts, I hired two different publicists.Each pursued only radio shows.I believe one publicist charged per booking, meaning if she got me on a show, I paid her a fee.If she didn’t get me on a show, I paid her nothing.She got me on numerous radio shows, mostly high-wattage stations in rural areas, in daylight hours.
I believe the other publicist charged a flat fee with a minimum number of bookings guaranteed.He booked me into larger markets but in the middle of the night, AM hours.One radio host sent me a copy of that publicist’s Suzy Spencer “PR packet.”It consisted of a copy of my book and a note scribbled in black Sharpie on white paper that said Suzy Spencer is available for interview – no explanation of why the radio station might be interested in interviewing me.At least my publisher had included a neatly typed note.
I never used that publicist again.In fact, I never hired another publicist.
3.What types of marketing activities did you handle on your own?
I sent out postcards announcing the publication and availability of the book, including its ISBN number.I sent those cards to friends, acquaintances, and even strangers, though I might have a tenuous relationship to them, and often added a handwritten note.I forced my family to do the same.
I set up book signings.I sent out postcards promoting the signings – again, to friends, acquaintances, and strangers to whom I had tenuous ties.I repeatedly contacted newspapers and radio and television stations regarding the signings and begged for interviews.I brought extra books when I felt bookstores hadn’t ordered enough product for a signing.And believe me, that happened often.
I created a press kit, which included a press release, biography, headshot, and eventually press clippings.I sent those to newspapers, radio stations, TV stations, and alumni publications.I constantly monitored the media to see if there was a news event that related to my book topic.If there was, I immediately contacted radio stations explaining how my book related to the event, what I could offer their radio show, and that I was available for interviews.
I probably need to stress that even when seeking publicity for my book signings, I didn’t simply say here’s my book, I’m available for an interview.I always provided a reason as to why they should want to interview me.I provided them with a story angle.I told them why their listeners, viewers, and/or readers would be interested in what I had to say and/or how it related to their audience.
I also set up talks with writers’ organizations, book clubs, high schools, and anything else I could think of.And I ran ads in Radio-TV Interview Report, a publication monitored by radio and TV producers as they look for topics and guests for their shows.
Which marketing activities have been the most helpful in selling your book?
With that first book, initially, I think the postcards helped most.Current friends wanted to support me, so they bought the book.Friends from the past were curious about what I was up to, so they bought the book.I believe my friends all over the nation are the ones who pushed the book onto the New York Times bestseller list.
After that, a book review appeared and proclaimed that Wasted had been banned in the oldest town in Texas.I jumped on that.Whereas my publisher had insisted x is your sole market.I insisted that x, y, and z were my markets.I sent a press release announcing the ban, along with copies of the review, to media that targeted those y and z markets.They jumped on the story and gave me coast-to-coast publicity.I then used those stories to get more publicity.
Finally, I think the radio interviews helped.I’d check my Amazon sales ranking before an interview, during it, and afterwards, and I could see the positive results.
One note:I inundated my publisher with my press clippings, which I believe kept them excited about the book.That meant their sales reps worked harder to keep the book on store shelves rather than letting it die a natural six-week to six-month death.
Which marketing activities have not worked for you at all?
This is kind of a tough question because what works for one book might not work for another and what works for a first book might not be right for a fourth book.Or what works for my book might not work for someone else’s book.For example, I’ve had friends who got scores, if not more than 100, radio bookings from Radio-TV Interview Report.For me, that was a waste of money.
Though I insinuate that I was disappointed with the publicists I hired, as I mentioned before, I could track improved Amazon sales after doing a radio show they booked for me.
And while I rarely do bookstore signings anymore because I lose money on them due to the travel expense, I found them highly beneficial for the beginning of my career.They introduced me to bookstore staffers and readers who never would have looked at my book.That meant that they talked about it and recommended it.The signings also got me at least a week’s worth of great in-store display and promotion, when, normally, one or two copies of my books would have been relegated to a bottom shelf.And they allowed me to get radio, TV, and newspaper coverage that I wouldn’t have gotten otherwise.Believe me, it’s a great thing when you’re sitting in a bookstore and a TV crew comes in to interview you.Customers start flocking over in curiosity and start buying.
What was the biggest misconception you had before you started promoting your work?
I’m not sure I had a lot of misconceptions.I know I didn’t expect the publisher to help me much on PR.And I knew that they only give a book a few weeks to succeed before moving on to the next book.But I guess I did expect them to put out a decent press release and send review copies to more than a few outlets.After all, I spent hours filling out their marketing questionnaire, i.e. my background, marketing angles, people and media outlets I knew that might promote my book and why they might promote it, etc..
No, my biggest misconception was their myopic view that only they know what works marketing-wise.I have a Masters of Business Administration degree in marketing and I live in Middle America.So I guess I had a fantasy that they’d respect my expertise and what I know about the market in which I live.But, no, they didn’t.And they don’t.They say, we’ve been doing this for years, we know who your market is, we know what works and what doesn’t, and you don’t.
But my theory is that what may have worked 20 years ago isn’t working today.The proof of that is the decreasing sales and profits experienced by the major publishing houses.So the other half of my theory is don’t say anything when they tell you don’t know who your market is and don’t say anything when they tell you your marketing ideas are wrong.Just go implement them on your own.If you don’t succeed, at least you know you gave it your all.And if you do succeed, well, your publishing house might take all the credit, but who cares … because you’ve got a bestseller.
How vital is social media such as blogs, Facebook, Twitter, etc. to your marketing?
My books have all come out prior to the mass popularity of social media.However, since 2004, when I started work on my next book, which should be out in 2011, I have been prepping my marketing plan.I have a list of blogs that I want to hit up for PR.I have my own blog on writing that I’m trying to grow.And I have a smaller blog that primarily deals with the topic of my next book.Eventually, the two blogs with be integrated.
I have my Facebook account and really try to work it.I have my Twitter account, though, admittedly, I don’t “get” Twitter.I have my YouTube account and am prepping videos for it.And I have my BlogTalkRadio account, for when I need that.
Though I don’t know if Twitter and Facebook will be as important five years from now as they are today – after all, look how myspace has almost disappeared for anyone other than musicians – I do think social media is imperative to follow and utilize.For example, I have Facebook friends all over the U.S., England, Turkey or Greece (I forget which), and the Philippines.Previously, if I wanted to hit those markets, I had to be on CNN.And believe me, I find national and international TV to still be my best promoter.But those aren’t always available to first time authors.But Facebook is.In a matter of seconds, you can post a few lines there and have people all over the world reading about your book.And that’s a heck of lot cheaper than sending out postcards.
How vital is niche marketing to promoting your work?How do you identify and reach out to your book’s niche audiences?
I’m known as a true crime author.That’s my niche – my x target market that my first publisher insisted was my sole market.My publisher further insisted that a great book cover and great photographs inside the book is enough to market to my niche.So I left that to my publisher and worried about the y and z general markets.
My next book is not true crime, and I think my publisher sees its target market as the general public.I see it building in the niche world and expanding to the general public.As such, I used the Internet to research the leaders within that niche, contacted them, and became friends with them.They introduced me to other leaders, as well as participants, which eventually created a huge email list.I then used MySpace and now Facebook to further develop that list.
In other words, I’m networking within my niche – I meet one person who introduces me to three others, and those three others introduce me to nine others.
As I get closer to publication, I will utilize this email list to create buzz for the book and then sales.
Other than sales, what benefits have you experienced as the result of becoming a “bestselling” author?
It gives you credibility.
What advice do you have for new authors when it comes to marketing and promoting their books?
Step 1:From day one, start creating your marketing plan.That means making a list of possible PR outlets.And it means getting out there and schmoozing and making friends.The greatest thing I ever did for my career was joining and volunteering for the Writers’ League of Texas.I worked on publicity for one of their fundraisers.That gave me an introduction to people in the media.Eventually, those people gave my book PR support.
Step 2:Don’t necessarily confess this PR obsession and game plan to your agent and editor.There’s a time to mention it, and it’s not when you’re writing the book.If you do, they’ll think you’re sacrificing your writing for PR.So wait until the book is done.If they then give your ideas a dismissive wave of the hand, let ‘em … then go do your own marketing plan.They’ll appreciate it when the sales get tallied.
Step 3:When everyone tells you stop with the PR, keep going with it.You’ll extend the life of the book and wring out additional sales.Think persistence, persistence, persistence.Be persistent, persistent, persistent.
About the author:
ABC’s Primetime Live has referred to Suzy Spencer as Austin, Texas’ best-known true crime writer. She is the author of Breaking Point, the story of Andrea Yates, a Book of the Month Club, Doubleday Book Club, Literary Guild and Mystery Guild selection; Wasted, a New York Times bestseller and Violet Crown Book Award finalist; The Fortune Hunter (St. Martin's True Crime Library), which was called“riveting” and “blockbuster” by the Globe; andWages Of Sin .
She has appeared on Good Morning America, ABC World News, Primetime, Dateline NBC, and numerous shows onFox News, CNN, MSNBC, Court TV, Oxygen, and the E! Channel.
Spencer holds a Masters of Professional Writing and a Masters of Business Administration, both from the University of Southern California.
Currently, she is writing a book about Americans’ alternative sex lives, which will be a lead trade paperback for Berkley Books.
Your book is written. It has been edited, gone through layout and is on its way to the printer. Your job as an author is done, right? Not exactly. When it comes to marketing and promoting your book, your job is just getting started.
For some authors, this is where panic kicks in. Writing a book was difficult enough, but now they (and their publisher) have to get people to actually read it. Where does an author begin?
This is perhaps the most common question I get from authors. At Tate Publishing, there is a three month time period between the time the book goes to print until its actual release date. Many authors aren't quite sure what they should do during that period of time.
Actually, this is a great time to "hit the ground running" and get things set up for the launch of your book! In fact, it's a great time to make sales and build word-of-mouth about the book before it's actually released.
Here are five things every author should do prior to the release date for their book:
1. Get a web site. I can't stress this one enough. Every author that wants to be taken seriously as an author should have their own web site. Your publisher may be able to build one for you, or you can hire someone to build one for you. It should look professional, have information about you, your book, your upcoming book signing events (if you have any yet) and a link where readers can place orders for your book. I recommend including a sample chapter of your book somewhere on your web site. This is also a good time to get some promo materials for your book, like bookmarks, business cards, posters, etc.
2. Get social. Now it's time to let your readers know about your web site and your book. You should have accounts on Facebook, Twitter and LinkedIn, at a minimum. Update these at least two to three times per week.
3. Friends and family. You probably have dozens of email addresses for friends, family and acquaintances. These are people you want to invite to your book signing events, and you also want to shoot out a pre-release email letting them know your book is available, or will be available soon.
4. Pre-release events. If you are able to get pre-release copies of your book (not all publishers offer this), you can start generating sales right away. Although you haven't hit your book's release date yet, you can set up consignement events at local independent bookstores, libraries, coffee shops, church bookstores, book fairs and festivals, and during speaking engagements for local civic organizations and book clubs. The more events, the better. You're trying to get copies of your book out there to build some "buzz" before your book is released.
5. Review copies. You'll also want to send out some review copies to book review bloggers, your alumni newsletter, and some traditional media book reviewers. The reason you want to do this prior to the release date is it is competitive to get reviews, and it may take awhile to rack up a few. Also, the reviewers need time to read your book and write their review. Ask the reviewers if they will also post their reviews on your book's listing at Amazon after the book's release date. Most do.
And a few "Don'ts":
DON'T start trying to line up media interviews and articles about your book with your newspapers, TV, and radio. Your book hasn't been released yet, remember? If someone hears about your book from one of these sources before it's released, they won't find it at Amazon or be able to get it from any bookstore. Save this for the release date
DON'T call bookstores and ask them to stock your book. Again, your book hasn't been released yet, and the bookstore can't order your book from the distributor. This is why I suggested consignment sales at the local independent stores.
DON'T forget to keep in touch with your publisher about any events you have lined up for yourself. They can help by sending out press releases to help promote your events and they'll likely post them to their web site, too.
Since it's New Year's Eve and all of the news casts and news channels are doing their obligatory year-end "Top Five" lists, I thought I would post a few of my own. Today, it's the Top Five Free (or Cheap) Online Marketing Tools for Authors. These are things that you might already be doing, but there may be an idea or two here you haven't considered before.
1. Your own blog. Do you have your own blog? Every author should have one. It's like having your own web site which you can update and add to every single day, if you want. You can post a free chapter of your book, list your upcoming book signing events, post photos from your book signing events and discuss your latest writing projects. This post you are reading right now is posted on my own blog. I use the blogging platform Blogger, but there are other free blogging platforms such as Wordpress.com. Setting up a blog on Blogger is easy and free.
2. Paypal. Do you plan to sell your books on your blog? You'll need a way of accepting payments, and the king of online payment systems is Paypal. Have you ever wondered how you can take credit card and check payments at your book signings or at book fairs? If you have a laptop computer with wireless internet access, you can use Paypal to process these payments. Click here for a tutorial on how to set up a Paypal account, if you don't already have one.
3. Facebook or MySpace. Once you set up a blog, you'll need to start driving traffic to it. A good way to do that, and promote yourself and your book at the same time, is to get your own Facebook or MySpace account. As with your blog, you'll want your Facebook or MySpace page to offer some content of value and not seem to pushy while you're pushing your book. People want to know about you. Be yourself. MySpace and Facebook pages can also be customized, which takes a little more know-how. If you can't or don't want to do that yourself, there are services to help you do this (your Tate Publishing marketing rep can help you with this).
4. Red Room. Red Room is like Facebook or MySpace, but it's for authors. It's a great way to connect with other writers or with fans of writers.
5. Twitter. Twitter is like a mini-blog, and you enter updates of 140 characters or less at a time. I use Twitter to pass along publishing news or articles that I think are worthwhile, or to let people know I have a new blog post. Setting up a Twitter account is free and easy, and it's a great way to update your readers about what you are up to, whether its a book signing event, a new book you're writing or news about your book. You can follow me on Twitter for additional marketing tips or to send messages directly to me.
Honorable mention:
Shelfari - This is a social networking site focused on books. You can use this site to build your own bookshelf (including your books, of course) and discussing books with readers.
Craig's List - Craig's List is like the penny-saver paper for the online community. It has a section where you can post community events, which is a great place to post the information about your upcoming book signing events.
LibraryThing - You can use LibraryThing in a number of ways, such as entering your book to the list if it isn't already listed, discussing your book, listing your events and finding venues in your community which regularly host book signing events.
During my last post, I pointed out some ways of how NOT to sell your book. These are ideas that have been tried, and in my experience, really don't produce results. Some of my readers then asked, "OK, so where SHOULD I sell me books?"
Here are some sales opportunities that may not have occurred to you, and these are all locations which have worked out really well for the authors I assist.
1. Niche Marketing Venues. What is a niche marketing venue? Basically, any place where you would find the audience that would be most interested in your book. One of my authors has a historical fiction book about the Civil War. I told her the best venues for the book would be places like Civil War reenactments, Civil War museums, Civil War groups...any place related to the Civil War. During one of her recent 2-day evens at a Civil War reenactment, she sold $5,000 worth of books. Not bad for a weekend!
2. Coffee shops. Everyone thinks of Starbucks, but there are many other coffee shops across the country, and many of them also happen to sell books. These are good for novels, poetry readings, etc. Some of the most successful "store" book signings I'm aware of have been held at coffee shops.
3. Craft shows/bazaars/expos. Some of these events draw hundreds, if not thousands, of people. The trick here is to realize that people are not there to buy books per se, but they are there to buy. You can't just sit at a table full of books and expect them to sell. Dress up the booth, use a theme related to your book, do anything to draw attention to your booth. Children's books and novels do well at these types of events.
4. Gun shows. Got a book with a military, political or law enforcement theme? These sell really well at gun shows. People don't just go there to buy guns, and it's not just the guys that shop at gun shows. They usually bring their wives, too. Again, they are at these venues to buy.
5. Public service organizations. Groups such as Kiwanis, Lions and Rotary are located in just about every city, and they meet weekly. They are always looking for guest speakers at their meetings. If you can develop a presentation around your book, even if it's about to become an author or what it's like being an author, you can usually get invited as a guest speaker. If you do a great job, word gets around and clubs in surrounding areas may also invite you to speak at their meetings. Of course, you would hold a signing at the end of the meeting and sell your books.
These are just a few ideas, but you get the picture. If you can connect your book with the people that would be most interested in it, even if it's not in a retail setting, it can work out very well in terms of promotion and sales.
Give us your feedback: Which "unusual" locations have been good for your book sales?
"I had a great book signing. I talked to a lot of people and I sold 5 books!" the author states enthusiastically.
Well, that's good. I'm always glad to hear the author had a great time at their book signing event. Is five copies sold a good result for a book signing event? Probably not. If the bookstore ordered 20 copies of the book for the event and only five were sold, chances are the other 15 books are going to be returned to the distributor. The author is actually in the hole after their "great" book signing. Other times, an author will tell me this was a "lousy" signing, and the bookstore "didn't advertise my event at all!"
The good news is it doesn't have to be this way. There are things that authors can do to ensure successful book signing events in which they not only sell all of the books the bookstore ordered, but have to dip into their own supply as well. These tips will presume that the author is doing a regular book signing, as opposed to a consignment sale (which we'll cover later.)
1. Get 'em in the door. Don't just expect the bookstore to advertise your event and bring in throngs of people eagerly awaiting to sign your book. Stack the deck in your favor. Send out invitations to your family, friends, co-workers...anybody you can think of. Don't just assume they won't come to your event. The more people you invite, the better. Bookstores schedule events because they want authors to bring people into their store. When I schedule book signing events for authors, the first question bookstore managers ask me is "how many people can they invite and get into the store?" The bookstore is looking for more customers, and they expect the authors to bring them.
2. Get the word out. Don't just rely on emails. Post a notice on your Facebook or MySpace page, on Craig's List for your community, and on any free events calendar listings in your local area. Send out press releases to the local media. You might get a small two line notice in their events calendar section, or a reporter might event want to interview you prior to your event. Some authors want to purchase ads in the local paper. In my experience, these really aren't very effective and can be very expensive. If they actually worked, your publisher or the bookstore would place the ads themselves. There is a reason why they don't.
3. Work with the bookstore. Ask the bookstore manager where you will be seated in the store (ideally, you'll be near the entrance), if they need posters or bookmarks to promote the event and if they know of any media contacts that have promoted their events in the past.
4. Dress up your table. Don't expect the bookstore to do it for you. At the very least, have a tabletop poster announcing who you are, or have a large one mounted on posterboard at the local Kinko's and place it on an easel near your table. If you have props that are applicable to your book, display them. I have an author who wrote a book about WWII who displays his Army gear at his book signing events. He even wanted to bring his old military rifle to events, but I told him it was probably best that he not bring firearms to the mall. Anything that will attract people to your table is great, but make sure the bookstore manager is fine with it first.
5. Have a pre-written announcement ready for the store to read over their intercom system. Not all stores have these, but the larger ones do. They will appreciate the fact that it is one less thing they have to prepare for the event, and this will let people in the store know who you are and where you are located.
6. Be outgoing. Don't just sit at your table and wait for people to approach you. Engage the customers in conversation. Tell them who you are and about the book you have written. Many bookstore customers love to meet authors, but they may not be the first ones to make a move. Sell yourself, and the merits of your book (without being pushy, of course). I have heard of authors who have spent the entire 2-3 hours of their signing just sitting at their table hoping people will line up for a book, or worse...reading a magazine or newspaper during their event. Have you ever seen those people handing out free food samples at the supermarket? They talk to everyone that walks by them, with a big smile on their face. They talk about the product, and how great it is. Authors could learn a lot from these people. Remember, you are "on the job" when you are at a book signing event. Treat it like one.
7. Thank the bookstore manager or events coordinator. Let them know you appreciate their support. Send them a thank-you card after the event. They will be more likely to recommend your book, have you back for future events and recommend you to their sister stores, if they have any. A great attitude goes a long way.
Remember, nobody is more passionate or believes in your book more than you!
When you schedule a book signing event, bookstores have the option of ordering books from the publisher or distributor, or scheduling something called a "consignment" event. What does it mean to do a consignment event?
Basically, it means that the author is providing and selling their own copies of their book. Ideally, the author has purchased their copies at wholesale (or below wholesale) cost. The day of the event, the author brings their books to the store. Sometimes the store will ask for copies ahead of time so they can display them, promote the event and even sell some books prior to the event. Once the author brings books to the store, the manager of the store will either scan the books into their store's merchandising system or they will have some other means of tracking the consignment sales.
Traditionally, the split is 60/40, with the author receiving 60 percent of the retail price for each book sold, and the store receiving 40 percent for hosting the event. Some stores have different splits, so always ask about this prior to the event. Sometimes a store will let the author keep 100 percent of the proceeds from the sale of their own books. They just want the author to bring additional customers in the door because those customers will likely purchase something else while they are there and become repeat customers.
The benefit of doing a consignment event is that the author doesn't get socked with any returns if there are unsold copies. The author simply brings those copies home, or the store may keep the books and sell them for the author on a consignment basis after the event, if the event went well.
"But," the author may ask, "how will this help me get my book carried in bookstores nationwide?" Well, initially...it probably won't. There is nothing wrong with swinging for the fences when you first get into the (publishing) game, but every author has to start somewhere. Every author wants bookstore chains, Wal-Mart and Costco to carry their books nationwide on the book's release date. The fact is, a very small percentage of books get that kind of treatment. Bestselling authors with several titles under their belts, celebrity authors and those who are infamous for one reason or other (think Donald Trump) see their books blasted to stores all across the country when they first become available. For the author just starting out with their very first title, they have a long, hard road ahead of them, and consigment events might be some of the very first bookstore events they land.
It's not as bleak as it sounds. Some very successful authors started out this way. The authors of "Chicken Soup for the Soul", for example, engaged in a grass-roots effort to sell their book when it was first released. It wasn't availalbe in every bookstore and supermarket then like it is now. They did speaking engagements wherever they could get them, sold books through beauty shops, and I am sure they have more than one consignment event under their belts. You know the rest of the story. Now there is a whole series of "Chicken Soup" books, and the authors are very, very successful.
Everyone has to start somewhere, and for many authors, this means starting with consignment events at their local independent bookstores.
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, the first in a series of Jenna's Creek Novels, and 
, both published for the Christian fiction market. Marketing her books has been her biggest challenge so far. It is a job, she says, that never ends. Read more about her and her fiction on her website 
by Robert F. Dorr and Thomas Jones. It's definitely a niche book, probably of interest mainly to aviation enthusiasts and World War II history buffs. It has also sold more than 24,000 copies in less than two years. Incredibly, half of those sales have been made at 
. She teaches college both online as well as in her hometown of Louisville, KY where she lives with her husband Michael and their three cats. Lori has a passion for adults who haven't yet experienced a relationship with Christ because everything they've heard is kind of formal and scary. She tries to write with humor and on a down-to-earth level that people can relate to and understand.
, which became a New York Times bestseller, I believe my publisher sent out a few review copies.
, which was called “riveting” and “blockbuster” by the Globe; and 
