Publishing: Welcome to Baghdad
To say publishing has changed would be an understatement. Publishing has gone from being a warm and creative place to sort of akin to venturing into Baghdad on a bad night. It's not for the faint of heart. But if you're in it, you're in it and it's tough to get out. Not that any of us would want to really. Sure we complain, we lament slow sales and our "sure thing" which had the unfortunate luck of being released in the same week Bill Clinton was touting his memoirs. I can remember the morning Paris Hilton's dog came out with a book: I was physcially ill. Don't get me wrong, I love animals, just not when they decide to write a book. Let's leave that to those of us who walk on two legs and have posable thumbs to put pen to paper. And the fact is that this dog was (in my opinion) stealing the attention from authors much more worthy of it. But here's the kicker: publishers want sure things, they're not the risk-takers of yore publishing the stuff that "resonated" with them - now it's got to resonate with the bean counters and let's face it, when your last name is Hilton there's not a bean counter in the world who's going to argue that point. So, where does that leave the rest of us? Well, in truth it leaves us perilously stuck between keeping our books from ever seeing the light of day, or venturing into Baghdad. Most of us chose the latter.
I gotta tell you, I see books everyday - some of them are great and some of them are not so great but the point that everyone is missing is this: if you've got something to say - say it! I've been an advocate for POD long before most of us even knew what it was. Why? Because my friends it's called freedom of speech a la the 21st century. Just like the old saying "life will find a way" so will publishing. If an author really, really wants to see their work in print, they'll find a way. For some it's running to Kinko's and getting their manuscript bound, for others it's POD. Has it helped the industry? I think it has. Sure we see many books that are nothing more than bound science projects, but there is also some great work out there. I know because I read these new books all the time many of them I'm even lucky enough to promote. Some months ago I met this author who couldn’t sell her book because she was told the heroines were too old – at 49! Excuse me, too old? Please! Being the persistent author she is, she refused to take no for an answer and published it through POD. When I read this book for the first time I remembered thinking “who on earth would turn this author down?” POD had given voice to something that otherwise would have been silenced. Is that a benefit? You bet it is. This book may not change your life but for this author it’s been a ride like nothing she’s ever experienced and the best part? She refused to let someone else dictate her fate. That, my friend, is empowerment.
If you believe in yourself and your work enough, then publish, publish, publish. POD in my opinion is the wild west of publishing. But keep this in mind: if you want to survive your night in Baghdad you've got to publish a quality book otherwise you're just killing trees. If we're going to keep raising the bar on POD we've all got to work together. And when I say all I mean ALL, authors, publishers, everyone. We need to get our work edited and not entrust it to mom for the "once over" (face it, mom loves everything we do, even our science projects). We need to do our market research, we need to do our due diligence, and we need to want it bad enough to be willing to put in the mind numbing hours it takes to make it happen. Is it easy? No way. But it's worth everything bit of effort you'll put into it. There's nothing like a published book and thanks to POD we can all make it happen. So when people ask me why I like POD that's what I tell them: it's leveled the playing field, it's evened out the odds and it's given the average author the chance to see their work in print regardless of whether their last name is Hilton, Clinton, or Brown. So to the people who lament the influx of books and say we have "too many books" I say this: we can never have too many books. This is one of the most exciting times publishing has ever known, together we are reinventing the industry, we're creating new options and new choices but most of all, we're not waiting for someone to tell us we can publish our work, we're taking control of our writing future and getting published today. And yes, it can be a long, painful, even scary process but we love it with all its unexpected successes and even more unexpected failures. And when given the choice we'll gladly venture into Baghdad for the ride of our life.
The Business of Publishing (yes, it's a business)
Congratulations, you're published! But what exactly does it mean to be "published"? Besides the fact that your work is finally in print and your college alumni has asked to interview you for their newsletter it also means fame and fortune, right? Well, ok, maybe not on the level of J. K. Rowling, but at the very least you can expect a call from Oprah, right? I hate to be the one to break it to you but you're probably not even on her radar screen. The truth about publishing is really stranger than fiction and the truth is: getting published is only half the battle. The other half is to keep your reality check in balance so it doesn't bounce.
While publishing is all about creative expression, it's also about business and it's those business savvy authors who will succeed in the end. Now you don't have to be an MBA to be a keen business person, you simply have to understand that the choices you make relative to your books future should be based on strategies that will enhance sales not just drain your pocketbook. So, how do you do this? First, take a long, hard look at your reader. At Author Marketing Experts, we always create a reader profile for each book we promote. This reader profile will tell us where to find buyers for the books we represent. Taking this first step helps us sort through our choices when it comes to book promotion and make decisions on behalf of our authors that are sound and will help leverage sales.
There are times when it's a waste of resources to do a nationwide radio or TV promotion. In fact, some of our programs don't include any outreach to broadcast media. Why? Because as alluring as it might seem to appear on the Today Show, what's the point if your audience doesn't watch morning TV? And, if your audience isn't watching this show, the chances are slim they'll even consider you anyway. What? More rejection? Who needs it!
As you embark on or continue your campaign, ask yourself a few tough questions. First, what's your ultimate goal for this book? If it's just to give away at family reunions, that's great! But then you'll probably want to nix any marketing. If your book is an arm of your business and you have speaking engagements lined up through the end of the year. You probably don't need to spend a lot on marketing since most of your sales will come from your speaking engagements (i.e. back of the room sales). On the other hand, if you wrote this book to grow your business or to leverage your credibility then you will probably want to dial yourself into your industry through enhanced media exposure.
For fiction authors this area becomes a little tricky. First, you need to determine your long term goals. By long term we mean: do you want to stay in this business or was this book just "something you wanted to do." If it's a hobby, then treat it as such but if this is going to be your career, then you need to keep your message out there on a continual basis, through venues such as author events, talks, signings, print and broadcast media.
Make sure the choices you make, make sense for your book and aren't just made because you've always dreamt of being on Oprah. I've known authors lured into inappropriate marketing plans by big, flashy names and promises of stardom, wasting thousands of valuable marketing dollars and heading in a direction that wasn't right for them. If you're serious about your work, ready to let go of your muse and face the task at hand with some business savvy, then you're really ready to get published. Below are some guidelines that will help further your success!
1) Reader profile: create one of these at the beginning of your marketing campaign and keep refining it as you move through the process. Refine and redefine who and where your audience is and how to get to them.
2) Time commitment: determine what you can and can't reasonably do. If you have a full time job it probably doesn't make a lot of sense to commit yourself to forty hours of marketing a week unless your boss is on vacation.
3) Investment: how much are you willing to invest in your future? Are you willing to invest money without seeing much in return knowing that you are building a foundation or do you want to see immediate monetary results? Most authors don't see a return on their investment for a year or more. Are you committed enough to yourself or your project to keep this investment going?
4) Reality check: what's realistic for the industry you're in? Are you latching onto a fad or something with more longevity? Are you getting into a brand new market that will require lots of reader education? Or are you trying to go mainstream with a non-mainstream topic? While this is an admirable goal, it can be like swimming upstream.
5) Budget: while we encourage authors to invest in their future, we've also seen a number of people go into heavy debt, quit their jobs and even sell their homes just to promote their book. While that kind of dedication is certainly admirable, remember that although you have the potential to make a great deal of money it's not going to be overnight. The lure here is of course that "If I stick with it, this next sale will make me famous." Well, maybe or maybe not. If you've been plugging away for a while without any significant success get a professional to give you some honest, constructive feedback about your plan, your market, and your book. It might be that a poorly designed cover is the reason you're not making sales, or a topic that's fallen off of the public's radar screen. In the meantime as you're waiting to hit the big time you'll still need a place to sleep and Uncle Vinnie's couch will get old real quick.
6) Burnout: we hear this term often, even to the point of being overused. What we're really talking about here is author burnout. We've found that the average author only markets their book for ninety days. That means ninety days of day and night marketing, radio interviews at 3am and a book signing every weekend. On day ninety-one they are so tired, so discouraged and so broke they quit. You can avoid this by giving yourself realistic goals and a realistic timeframe in which to complete them.
There's nothing in the world like seeing your book in print. If approached realistically, objectively and with sound business sense, it can be one of the most exciting times in your life.
Penny C. Sansevieri
The Cliffhanger was published in June of 2000. After a strategic marketing campaign it quickly climbed the ranks at Amazon.com to the #1 best selling book in San Diego. Her most recent book: From Book to Bestseller was released in 2005 to rave reviews and is being called the “roadmap to publishing success.” Penny is a book marketing and media relations specialist. She also coaches authors on projects, manuscripts and marketing plans and instructs a variety of coursing on publishing and promotion. To learn more about her books or her promotional services, you can visit her web site at
www.amarketingexpert.com. To subscribe to her free ezine, send a blank email to:
mailto:subscribe@booksbypen.comCopyright 2005 Penny C. Sansevieri
Networking Gold!
The following article is excerpted from our Book Marketing Expert Newsletter. It's delivered free every two weeks into your inbox. To get your own subscription send a blank email to:
subscribe@amarketingexpert.comNETWORKING GOLD
Whether you’re trying to find an editor for your book, or a producer to pitch your story to, sometimes it’s all about networking. If you still have 999 of the 1,000 business cards you ordered, you’re not getting out there enough. It’s time to step out from behind that computer and strike networking gold.
One of the first laws of networking is that you want to get to know the people you’re networking with. If you’re at a writer’s conference or networking luncheon, don’t just pass out business cards, take the time to get to know people. When you meet industry partners, jot down a few notes on the back of their business cards so you don’t lose this potentially valuable information.
When you’re building your network, be generous with your help and information. The people you’re networking with will remember and appreciate your generosity. Next, you’ll want to stay on their radar screen. If I don’t regularly dialog with a particular contact, I try to send them a note or set up a lunch at least once every six months (more when I can). When you’re staying in touch with people, let them know if you’re offering a new service or product and always remember to send thank you notes whenever you get a referral from them.
If your objective is to join some networking groups, remember that these are not all created equal. Some groups and events are better than others and some are just straight out time wasters. When you first start pursuing networking events, you’ll find that many are just "luncheons" meaning that a few entrepreneurs get together and hash out their difficulties/ideas/challenges over lunch. If this is what you’re after, great! But more than likely you’ll want to attend events that can sell your books, get you new business or a combination of both. Keep in mind also that some networking events cost money to join, weigh the benefits of membership before you plunk down some cash, the better organizations don’t always need to cost a lot, often you can find networking organizations that only charge a small fee at the door to cover room expenses, etc.
The next thing you’ll want to look at when attending a networking meeting is supply and demand. If you’re promoting your business and looking for leads, you probably won’t want to go to a meeting where there are a number of people doing the same thing you are. Unless it’s an association (which are great too) you’ll want to look for meetings that have a good balance in attendees.
The other obvious choice for writers is writer’s conferences. But much like networking meetings they are not all created equal. Once you determine that you want to attend a conference, start "shopping" for the right one to attend. You’ll need to find a conference that fits your writing needs right now. For example if you’re still in the throes of getting into the craft of writing, perhaps a writing retreat is more suited to your needs. If you’ve already written a book and are deciding what to do with it, then a more advanced conference will work better for you. In either case, peruse their Web sites carefully. Recommendations are great but remember: Attending the wrong conference can be a waste of your time and money. Spend both of these commodities wisely!
Whether you’re meeting a producer for coffee, attending a networking event or going to your first writer’s conference there are a few tips that you’ll want to keep in mind. First, whenever you collect business cards, take a few minutes to jot down some notes on the back before proceeding to your next prospect. You can note some of the discussion you had or what your follow up action might be. Next, you’ll want to follow up while the contact is still fresh. Especially if you’re at a writer’s conference or some other big event where there’s a lot of networking.
There’s nothing like networking to build your business or sell books, remember that much like marketing, networking is all about relationships. Building them, supporting them, and, ultimately, benefiting from them. Like anything, to be good at networking takes time and effort, but when done correctly, it’s worth all the work you put into it because you never know, networking gold today might mean a spot on Oprah tomorrow.
Is Your Book Making Money?
The following article is excerpted from our
Book Marketing Expert Newsletter. It's delivered free every two weeks into your inbox. To get your own subscription send a blank email to:
subscribe@amarketingexpert.comMaximizing Your Book’s Earning PotentialIf you're going to put out tons of effort writing a book, you should also invest the extra time and energy into creating some strategic components that can really help leverage your promotional options. Building marketing into your book is one way to help maximize your book's earning potential. If done correctly, you could shave hundreds, if not thousands of dollars off of your marketing and publicity budget.
So, how do you get started? Well, it’s easier than you might think. First you'll want to do a little brainstorming and really begin to focus on your reader. A good analysis of who will be reading your book will help you determine which components need to be included in this book to enhance its marketability. Through this, you can add those things you might have not otherwise considered. Let’s say, for example, you are writing a book on relationships or great places to meet your significant other. You might decide to include those places to assist your readers in their search and in so doing have now opened the door to the possibility of offering this book to those sites or singles programs. When it works for your topic, incorporating companies, Web sites, or other helpful resources is a great way to extend the growth of your book beyond the initial reader, turning it into a "one-stop-shop" and thereby enhancing your marketing avenues. If you're a fiction writer, consider the setting for your book and if possible, why not set it in a real place? This could potentially lead to signings and events where the book is set.
Does your book have a handy resource guide? If it doesn't, you should consider adding one. Then you can also offer this same resource guide (and the updates) on your Web site as well. From this, you can also consider offering special reports that readers can subscribe to; or even a newsletter or mailing list with periodic updates works well. The key here is: You don't want your relationship to end after the reader puts the book down. You want to continue to stay on their radar screen as long as you can.
As you begin to focus on your reader, take a moment to consider what they'd really love to see in your book – as opposed to what you'd like to see in it. There is a big difference. When I was putting together my most recent book: From Book to Bestseller (due out this fall), I realized that timelines and check-off lists were big deals to my readers, so I incorporated them. These lists now can also be offered on my Web site as a downloadable product.
In an ideal marketing world, your book should be its own marketing machine, offering not only the potential for spin-off products (as discussed in our last issue) but also a means to market, market, market and maximize its earning potential. Ideally, you want to capitalize on your book for as long as you can, and turning it into a marketing machine will go a long way toward extending the life and reach of your book, increasing your bottom line and getting you that Chateau in France you always dreamed of.
Secrets of Promoting Your Book on Amazon!
THE BOOK MARKETING EXPERT NEWSLETTER!
A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.
April 7, 2005 Issue #94
Penny C. Sansevieri, Editor
mailto:penny@amarketingexpert.com------------------------------------------------------------
Welcome to a new issue of THE BOOK MARKETING EXPERT NEWSLETTER
You are receiving this newsletter compliments of Author Marketing Experts, Inc. To opt out, please scroll down to the bottom of this newsletter.
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IN THIS ISSUE
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=> Note from the Editor
=> Announcements
=> Feature Article: Making the Most of Amazon.com
=> Marketing Ideas and Publicity Leads
=> Exciting Specials & Bonuses for "Book Marketing Expert" Readers => Upcoming Dates & Events => Subscribe/Unsubscribe Information
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NOTE FROM THE EDITOR
Welcome to a brand new issue of The Book Marketing Expert Newsletter! So are you using Amazon.com to its full potential? If you're not you should be. Amazon offers a treasure trove of places to promote and push your book within this virtual store. After you've read our article on Amazon, take a stroll over to your own book page and see how you can make the most of Amazon.com!
Wishing you publishing success!
The Team at Author Marketing Experts, Inc.
P.S. In a few weeks we're going to be launching a brand new version of The Book Marketing Expert Newsletter. Stay tuned for updates!
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Yes, it’s hard to write, but it’s harder not to.
- Carl Van Doren
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ANNOUNCEMENTS
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SPECIAL OFFERS
OUR VIRTUAL CLASSROOM
For more than three years, we've been teaching our "Get Published Today!" class through The Learning Annex. Now this class is also being offered in audio format, downloadable from their website, and, best of all, it's only $10 during this special offer period!
Check our website for further information and a link to sign up for this exciting class.
http://www.amarketingexpert.com/resources/virtualclass.htm------------------------------------------------------------
FROM BOOK TO BESTSELLER & GET PUBLISHED TODAY!
We're very excited to announce the release of the latest edition of "Get Published Today" and "From Book to Bestseller." Order here to get your very own advanced copy!
http://amarketingexpert.com/store/product_info.php/products_id/66*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~*~
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FEATURE ARTICLE
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MAKING THE MOST OF AMAZON.COM
Besides being a great place to shop, Amazon also offers considerable marketing opportunities for anyone willing to take the time to explore them. Here are just a few you might want to consider. Keep in mind that Amazon's site is not static, meaning that they are in a constant state of change. If any of these items aren’t available on the site, keep checking back because Amazon will often shuffle features to gauge their individual popularity.
Tell Amazon Who You Are
One of the first things you’ll want to do is register yourself on Amazon. Once you do you’ll be sent to a "Friends & Favorites" page (or you can click through to there by clicking on your name i.e. "Jack’s Page" on the top tabs), when you get there you’ll see a space to add info on yourself. You can add bio information, your website, email and also a picture. I highly recommend you do this as this information will follow any reviews you should make on the Amazon site.
Have people review your book
Very few people buy a "naked" book - meaning that they won’t buy a book that has no reviews on it. Have people review your book and add any reviews that you’ve gotten from other sources!
The Publishers Page
A page on Amazon will allow you to upload content related to your book to their site. This will allow you to add reviews, descriptive text, bio info and much more. The link for this page is:
http://www.amazon.com/exec/obidos/subst/partners/publishers/publishers.html/102-5354958-1668109Amazon.com Reviewers
Take a look at other books similar to yours and see who’s reviewed them. If they are Amazon.com reviewers you might want to go after them. Especially if they are one of the top 10 reviewers, these reviewers carry a certain amount of "clout" on the site and with other readers, and many times reviewers like Harriet Klauser (Amazon's #1 reviewer) will send your review out to other sites as well!
Reviewing Books
It’s always a good idea to review other books in your genre. When you do this, don’t just review from the perspective of a reader, review from the perspective of an expert and make sure to add your contact info (or your website) in the review area!
Make a recommendation!
Recommend an item on Amazon.com similar to yours! This is a great thing to do whenever a new book comes out in your genre.
So You’d Like To... (SYLT) Guides!
This is another great place to promote any articles you’ve written. You can load your advice/articles/book excerpts onto the So You’d Like To... Guides at Amazon.com by clicking on the "Friends and Favorites" link at the top of the Amazon site, then look for "Write a So You’d Like To..." Guide and start the process. They key here is to make sure you have a list of books you recommend to go with your SYLT guide (including yours!). The links to your article will be featured on each of your recommended book pages.
Using Amazon as an additional promotion tool is a savvy way to make sure your presence on the net doesn’t end with your web site. Go where the readers go and in so doing, you’ll lead them right to your book.
Happy Selling!
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MARKETING IDEAS AND PUBLICITY LEADS
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STRIKING INTERNET GOLD!
Email Signatures
Don’t forget that every email that goes out should have your email signature selling your book/product/service! Just like a business card, there are many different layouts and designers you can use depending on your USP (Unique Selling Proposition).
Do you know who was the first company to use an email signature? Hotmail!
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CREATE YOUR FLIGHT PLAN
Planning is analogous to what pilots do before leaving the hangar. They create a flight plan outlining how they will fly from one point to the other. Once they take off, unanticipated events may occur that require adjustments to their initial plan. Turbulence may force them to change altitude, or they may have to change course to avoid thunderstorms. Pilots adjust their plan as necessary to complete their journey most expeditiously. Your marketing plan should be similar to a flight plan. It is a description of your destination and a set of instructions of how to get there. At the same time it describes what to do when circumstances change.
Tip offered by Brian Jud of Book Marketing Works and author of Beyond the Bookstore and the NEW series of Proven Tips for Publishing Success.
http://www.bookmarketing.com---------------------------------------
ALTERNATIVE BOOK CLUBS
Both online and off, book clubs are big business and a great way to spread the word about your book. One such club, DearReader.com (
www.dearreader.com), began with an interesting concept. They feature a new selection Monday through Friday with book club members receiving a 5-minute book sample delivered directly to their e-mail. The reads are consecutive, giving the reader a chance to get "hooked" on the book they are previewing. They offer 11 different clubs in total: fiction, non-fiction, romance, audio, teen, business, mystery, good news (features Christian titles), horror, sci-fi, and pre-publications (books featured a few weeks before their release date). As of this writing, DearReader.com boasts over 220,000 members and this list is growing every day.
To submit a book to them for consideration send your advanced copy or final book to:
DearReader.com
1002 S. Orange Ave.
Sarasota, FL 34236
Be sure to put your contact information in the book. This is important so that the staff at DearReader.com can notify you that your book has been selected. They do not accept poetry books, or books comprised of short stories. Also, keep in mind that they preview only 8,500 words so, about the first 23 pages of your book. If that number of pages is more than 10 percent of your total book, then the selection probably isn’t right for the club.
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STILL MORE BOOK CLUBS...
If you’d like to find out about more book clubs here are two more sites you can check out:
www.book-clubs.com and
www.allbookstores.com/bookclubs.
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KEEPING TRACK OF YOUR BOOK
A great way to keep track of your book is through Junglescan:
http://www.junglescan.com - you can follow sales on Amazon and compare this statistical information over weeks and even months.
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THE CUZIN EDDIE SHOW
I'm co-hosting the Cuzin Eddie Show with Eddie Allen on the WMCL Mighty 1060 in McLeansboro, IL. If you'd like your book considered for this show, please send us a query at
mailto:penny@amarketingexpert.com with the subject line "CuzinEddieShow."
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Free 12-Day e-course: Write Query Letters That Sell
Sign up here:
http://www.writerscrossing.com/ecourses.html---------------------------------------
Reader Tip!
If you've got a Reader Tip you'd like to share, please send it to
mailto:penny@amarketingexpert.com with the subject line "reader tip."
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WHO WE ARE
Author Marketing Experts, Inc. is a full-service book marketing, promotion, and publicity company. We serve authors at all stages of marketing and promotion. We offer a full range of packages and services to choose from.
To see a price list or schedule a free consultation, send your e-mail to
mailto:penny@amarketingexpert.com with the subject line "Author Services Info." You can also visit our website at
www.amarketingexpert.com.
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NEED A SPEAKER?
Looking for a speaker at your next event? Why not show attendees how they can turn their manuscripts into books in 90 days (or less)? Speakers, coaches, and business professionals can benefit from this workshop! Click here for more information:
mailto:penny@amarketingexpert.com, with the subject line "speaker."
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UPCOMING DATES & EVENTS
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2005 APPEARANCES
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Get Published Today Writer's "Book" Camp!
April 23rd 2005
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Maryland Writer’s Conference
April 30 2005
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Washington Independent Writers Association
May 13, 14, 2005
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Publishers Marketing Association
May 2005
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Published Event
Learning Annex – New York
June 18
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National Federation for Pen Women
September 9th, 2005
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Express Yourself Conference
Valley Forge, PA
September 30-October 2 (Friday-Sunday)
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SPAN Conference
October 21, 22, 2005
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Interested in having our "Get Published Today!" workshops come to your town? Click the link below to let us know!
mailto:penny@amarketingexpert.com with the subject line "get published today."
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SUBSCRIBE/UNSUBSCRIBE INFORMATION
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