Release Date
By Jerry D. Simmons | November 15th, 2011 | 1 Comment » (Click to add yours!)
Unless you are under contract to a major publisher, the release date or “on sale” date for your book is whenever the author decides. It does not have to be the day the title rolls off the press or first appears online, it is the date specifically designated as the release date. The importance is to plan your marketing before and after that date to maximize the launch and exposure to readers.
Allowing a title to simply appear without making an announcement is like quietly walking into a room and sitting alone against the wall. This may be your preferred way to enter and fade into the background but this will not get you noticed. As a writer and author the mandate is to get noticed and sell copies of your writing either print or eBook.
Publishing is not for the shy or faint of heart, if your only wish is to write without drawing attention then expect to have few readers or fans. Publishers want writers who can meet people, speak in public and greet enthusiastic fans. If this is outside your comfort zone then perhaps being an author is not in your future. These are not my rules; this is how the business works. For more in this topic read Book Launch.
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
Publishers Need Writers
By Jerry D. Simmons | November 14th, 2011 | 3 Comments » (Click to add yours!)
The business of producing books is dependent on writers creating content. Yet throughout the history of publishing the big companies have always held themselves first and writers a distant second. Aside from the biggest names, writers have been expendable, largely because there has always been a large supply desperate to get in the door. With changes in technology and the movement toward independent publishing you would think the biggest publishers would take notice but I see no indication that is happening.
The allure of being under contract with a major publisher is attractive yet out of date. Unless a writer has an understanding of the business and how it works from the inside, the chances of becoming a success is solely dependent on one thing; knowing how to avoid the pitfalls of your publisher. No longer is the quality of the writing enough to become successful, every writer must know how to manage the publishing process and develop relationships in-house.
Ten years ago major publishers were the only way to become a success as a writer but that is not the case today. Good writers whose wish is to be under contract must understand how to market in order to have a chance at success. The business has changed, the big publishers have not, the market is desperate for content and there are many ways to supply that demand. Make choices based on personal goals and nothing else. It’s a new publishing universe and writers are in control, it’s just that no one has told them.
Tags: Book Marketing, Book Publishing
Authors as Professional Speakers
By Jerry D. Simmons | November 9th, 2011 | No Comments » (Click to add yours!)
Making presentations in front of an audience and selling books at the back of the room does not exempt writers from producing a professional market driven product. Unless you are publishing spiral bound workbooks to an extremely narrow niche your products need to fit into the category of your writing, be packaged to fit into that category, priced in the middle of the entire category and include the usual ISBN and bar code with retail pricing incorporated. Anything less would not be considered market compatible.
Writers may claim this is unnecessary due to the fact their consumers are not purchasing from a retail store. However consumers expect the look and feel of a book to match what they are used to buying, anything less causes hesitation that can result in a lost sale. If a book doesn’t look like or is not priced like any other title the consumers are used to buying the writer creates doubt and that will often result in lost sales.
The other argument is that the presentation will overcome all of this and perhaps that is true. But if you produce a product that is not market driven you eliminate any possibility of a future retail presence. Creating a brand clearly outside of the category marketplace with books is fine and may well fit the purpose of the author. The point is that consumers and all retailers expect more and when you create an either or situation, why not cover all the bases?
Tags: Book Marketing, Book Publishing
The Order of Publishing
By Jerry D. Simmons | November 8th, 2011 | No Comments » (Click to add yours!)
For writers making decisions about how to publish, the real question is not which format is best but rather how to introduce themselves and their writing to the reading public? Researching the best format to publish is not the way to start a career as an author but rather focusing on the writing and editing then book marketing is the best route.
Languishing over a cover design before a writer has the slightest idea on how to enter the market is the wrong approach. The writing comes first, followed by editing, and then decisions need to be made on how to market and to whom. Once a broad plan is in place the attention can turn to the package, category, price and format which will provide the author the impetus to nail down the details of their book marketing plan.
Successful publishing and book marketing is multi-layered much the same as the production line at any manufacturing plant. Building the end product before any thought about how to market is backwards. If the writer has no idea how to market their book the process is out of order. Publishing and marketing come in stages, get the order right and the author has a better chance at becoming successful.
Tags: Book Marketing, Book Publishing
Authors Planning for Success
By Jerry D. Simmons | November 7th, 2011 | No Comments » (Click to add yours!)
Recently a colleague emailed that a client had written a manuscript and was seeking consultation on the best method of self publishing. I agreed to make an appointment and left it at that. A few days later I received a reply telling me that the writer had hired an intellectual property and copyright attorney and wished to hold off on the consult. This brought to mind a very important point; writers should plan for success but not before the value has been determined and market measured.
Protecting an asset in the form of written content is a good idea once it has been determined there is truly an asset to protect. Trademarks, movie and serial rights are wonderful things to consider but only after the writer has a proven need to be concerned about protection. Writers always hold the copyright to their work and can receive that protection in the US. Bestselling authors are in an enviable position of having to protect their writing before publication but they have a track record, unknown and unpublished writers do not.
It is wise to think about a plan for success of your content but do so without spending money on expensive attorneys and not before you have proven there is actually an asset worth protecting. Do not get the cart before the horse and never spend money on your writing unless that expenditure can show immediate results in proving the value of your writing and moves the project closer to publication and marketing.
Tags: Book Marketing, Book Publishing
When to Seek Advice
By Jerry D. Simmons | November 3rd, 2011 | No Comments » (Click to add yours!)
There are plenty of people willing to assist writers in their pursuit of publishing success. Too many times they each have an agenda that only benefits them and not the author or their book. Unfortunately I’ve heard just about everything and in each situation the author paid for products and services that did not, could not and would never work. This is one of the most unfortunate parts of the publishing business, it is easy to publish but much harder to market and sell books.
The best advice I can offer anyone considering publishing or marketing their writing is to read, ask questions and get a basic understanding of how the pieces fit together. When you are confused and uncertain that is the time to seek advice. When struggling with decisions it is best to seek out someone that is not attempting to persuade with promises and guarantees.
Certainly everyone who markets a publishing product or service believes strongly in their offer but one size does not fit all situations. Publishing and book marketing are made of many parts, joined together in an overall plan that brings the author and their book closer to their objectives. Never make a decision without complete understanding of what you are getting and what it is supposed to do for you and your book.
Tags: Book Marketing, Book Publishing
When Book Marketing Disappoints
By Jerry D. Simmons | November 2nd, 2011 | No Comments » (Click to add yours!)
Every single publishing and book marketing decision made for you and your book may not be correct and work as planned or hoped. The nature of book marketing is that sometimes decisions are made based more on assumptions and unknown factors as opposed to market realities. This happens because some book marketers place every title in the same template and market the same for each. This will not work since in book marketing there is no one size fits all.
When marketing does not work as planned it is best to regroup, revise the plan and prepare for a re-launch. Many times the new plan requires major changes and more than likely additional funding. Revising your book marketing plan requires new thinking, new ideas and a different approach, called repositioning the title. Trying the same and expecting different results will not get you any closer to where you want to be.
Successful book marketing is as much about trying things and discovering what works as much as what fails. However all decisions must be grounded in the market and what is possible. There are no guarantees in publishing or book marketing but the overall plan must have objectives based on the reality of genre, author, content, package and price. If your book marketing is not working then step back and re-evaluate. Almost any title can be repositioned, the book marketing plan revised and the title re-launched.
Tags: Book Marketing, Book Promotion, Book Publicity
Successful Book Marketing
By Jerry D. Simmons | November 1st, 2011 | No Comments » (Click to add yours!)
There are many ways to measure the success of a book marketing campaign but it starts with the personal goals and objectives of the author. Most writers have certain expectations that should be based on the realities of the marketplace and not hype. Anything is possible in publishing given the right circumstances, but sudden fame and fortune is not likely and should not be expected.
When measuring a successful book marketing campaign the publisher looks for trends. Given the fact the window for success is small publishers need to see terrific reviews, a surge in publicity and promotion that sticks. This means any book can start off slow but there has to be an indication the campaign is working which builds toward the end of the marketing window and is showing a positive trend.
For independent authors the window is much larger but the same measure of success holds true. Each new publication needs to realize good book reviews, building of publicity, promotion plans that provide exposure and the upward positive trend. Planning your book marketing campaign geared towards long term success is always advisable.
Tags: Book Marketing, Book Promotion, Book Publicity
Timing for Book Promotion
By Jerry D. Simmons | October 31st, 2011 | No Comments » (Click to add yours!)
There are two distinct parts to becoming a successful author. The first being the writing, editing and choice of publication and the second is everything that follows. This includes all marketing, book promotion and publicity. Preparing a plan around a specific date is the best way to attract attention to you and your writing. Think of this as the launch date, that one time when you plan the big introduction for your publication.
When developing your marketing plan it is obvious the initial publication date is important, that date when your book or eBook is first available for sale. The second important date is what is called your re-launch date. This would be a situation where you wish to reintroduce your book or eBook to the reading public. Anyone can create both a launch promotion as well as a re-launch book promotion, all focused on a specific period of time.
The key for all book promotion is to prepare a marketing plan where you focus attention around a set date. This would include pre-selling a book promotion prior to the launch date as well as follow-up marketing after the launch date. Timing is important but even more important is developing a marketing plan that incorporates the big launch or book re-launch.
Tags: Book Marketing, Book Promotion
Book Promotion from the Beginning
By Jerry D. Simmons | October 25th, 2011 | No Comments » (Click to add yours!)
Book promotion is anything a writer can do to attract attention to them and their writing. The major publishers often resort to an assortment of give-away items such as t-shirts, caps, book bags or any other type of freebee that boasts the title and cover of an upcoming release. While in the short term around publication date these types of promotional items are effective, they do not hold the attention of the intended audience for long.
In the day of social media it is wise to search for promotional opportunities that last for a few weeks or even months as an ongoing reminder to readers. Having your name and book title exposed to those online who browse a targeted website will often pay dividends. It would not be wise to spend large amounts of money for free handouts that you can buy and pass around.
Book marketing from the start must be planned well in advance of the publication date and focused on what works over the long term not for immediate gain. This is especially true when the marketing budget is limited and the exposure must be maximized. Targeted social media marketing is a good way to get the most for your dollar and can work long after the intended purpose.
Tags: Book Marketing, Book Promotion, Book Publicity
