The Book Marketing Tour
By Jerry D. Simmons | October 20th, 2011 | 1 Comment » (Click to add yours!)
There was a time when publishers regularly scheduled authors for book tours to promote themselves and meet fans. That is changing as fewer publishers can afford the cost of travel and total marketing expenditure a book tour entails. As the number of bookstores continues to decline the venues for scheduling tours have diminished and writers as well as publishers are searching for new outlets for promoting books.
Bookstores have never been the only destination for author tours it just happened to be the one dominated and controlled by the largest publishers. Today writers are seeking an audience in universities, churches, public libraries, nonprofit organizations and other groups that have an indirect affiliation and interest with the content. If the audience is willing to book an author the list of potential book tour locations are limitless.
Writers must stop thinking in terms of old book marketing and wrap their arms around the new age of publishing. Book tours are terrific and meeting an audience face to face is often the best way to sell books. However technology allows the writer to reach a larger audience with a simple video as well as the more expansive book trailer. Affordability is not the issue since most digital cameras capable of downloading a direct presentation to a computer are reasonable. The issue is more related to lack of initiative and creativity so do not let that stand in your way of book marketing.
Tags: Book Marketing, Book Publishing
Window on Book Marketing
By Jerry D. Simmons | October 19th, 2011 | No Comments » (Click to add yours!)
Writers under contract to mainstream publishers have to be concerned with the fact that their book has a very short life span. Book marketing for the major publishers is geared towards no more than four to six weeks per title. Certainly if during that time there are signs of sales and increased visibility then that life can be extended. On average, seven out of every ten books published by the big companies never earn back their original investment let along survive beyond that small window.
For the independent writer going it alone and thinking they have no time constraints you need to reconsider. Depending on your overall goal as an author, if you want success, sales and added exposure for your writing your window is no more than six months. If after that initial period of book marketing your title has not earned a reprint or gained a substantial following then you are facing diminished visibility and a much smaller window.
One strategy that should be considered for extending the book marketing window is to pre-sell from one to two months prior to the publication date followed by an aggressive four to five month blitz after release. If you incorporate a campaign of free chapters prior to release accompanied with even more free content spread out a month at a time you have a chance of attracting an interested fan base. There are many more book marketing strategies to consider based on the season of the year and genre of the book. The important point is that book marketing is ongoing.
Tags: Book Marketing, Book Publishing
Book Marketing Never Ends
By Jerry D. Simmons | October 18th, 2011 | 3 Comments » (Click to add yours!)
Marketing of written content is an ongoing process and should not center on the publication of one piece but rather encompass an entire body of work. Often book marketing focuses too much attention on the publication date rather than building sales prior to the release. Pre-publication, or pre-selling, is very important and should be done in a way that builds anticipation for the potential audience.
Building a fan base can start anytime by attracting readers to writing with a free offer such as chapters, essays, blogs, articles or any other format that provides a glimpse into the writer’s style and storytelling ability. If you are reluctant to offer any of your writing free then you will find it difficult to build a network of readers for your writing.
Marketing is one of those tasks that never goes away and is an ongoing and consistent part of becoming a successful writer. If you want to get your work published and have any chance at making a living at something you love then marketing yourself and your work is as important as creating quality content.
Tags: Book Marketing
Choosing the Right Book Publisher
By Jerry D. Simmons | October 17th, 2011 | 1 Comment » (Click to add yours!)
In today’s marketplace publishing is about choices. Make the right one and you have a chance at being successful. Make the wrong one and it can detract from your hopes and dreams as a writer. Anyone who labors to complete a manuscript for the purpose of getting it published should always follow their heart and publish according to the goals they set for themselves and their writing.
There are advantages and disadvantages in every form of book publishing. There is no right or wrong way to publish. The only mistake you can make is abandoning your goals before you have exhausted every effort to make it happen. Attempting to publish in one format because you lost patience trying for another can be problematic.
Writers are entrepreneurs; they are in the business of producing content. Establish a plan for your writing that you can execute. Follow that plan and if you need help seek answers from publishing professionals. Becoming a successful writer has many parts and it starts with establishing goals, developing a plan and following through. It is not easy and success takes work, but anything is possible in book publishing.
Tags: Book Marketing
Internet Book Marketing
By Jerry D. Simmons | October 13th, 2011 | 1 Comment » (Click to add yours!)
Everyone knows that Internet marketing for books has become a necessity. Recently there have been two companies announcing plans to incorporate the popularity of social media with the demand for book marketing. It is now possible for authors to use Facebook as a platform for marketing and sales.
The major publishers were early to team up with a company by the name of Odyl (odyl.net) to assist them in engaging and growing their Internet audience for their authors. In what is called a Facebook Audience Development Platform this marketing for books is designed specifically for Facebook and is supposed to help authors connect with readers.
The idea is to leverage the vast membership of Facebook and ramp up word-of-mouth promotions and free content give-aways which should increase audience awareness and grow sales of their books. All the major publishing companies are now using this service as well as many New York Times bestselling authors.
How it worked for One Author
For Janet Evanovich, Random House created a branded page where visitors and fans could access polls, quizzes, video, excerpts, even gifts to create awareness for upcoming titles among the author’s fan base. One publishing executive said “The technology helped us build buzz and engagement that forges deeper connections (and) gives readers the chance to engage and share content more than ever before.”
As the marketplace changes, the bigger companies are moving strongly into the social marketing arena. The hope is that a social marketing platform such as this will turn readers into promoters for the authors. Some of the exclusive service includes book excerpts, trailers, author interviews, music playlists, games and more in exchange for people giving the author a ‘Like’ on the Facebook page.
Providing Free is Important
In addition publishers plan to provide giveaways in the form of print books, galleys, e-readers, trips and other prizes, all conforming to Facebook’s promotion guidelines. They also intend to utilize reader polls and virtual gifts. One idea is to create quizzes about authors, characters and offer free gifts that fans can give to friends. The Odyl service will automatically import book reviews, blog posts, tour dates, Twitter feeds, YouTube videos and many more author driven promotions.
In the past publishers were forced to try and manage these massive social network campaigns with little staff or hire outside help. Now they can utilize the services of a single company who will provide a wide net of Internet marketing coverage. This provides the company with marketing expertise at a discount price and provides the author with more direct connections to their readers.
In a statement by the company, Odyl says they “help authors and readers bond in exciting and previously unachievable ways, bringing readers into the author’s world and massively expanding the trusted friend-to-friend relationship on Facebook. This connection sells books.”
Price and Requirements
Although everything available about this new service states the program is for publishers as well as individual authors there is nothing specific about the cost or requirements. Based on the fact that the major publishers typically put a lot of marketing money behind their best authors, and they are all using the service, the cost may be prohibitive for most independent authors and small publishing companies. Personally I tried contacting the company about a budget of $1000 and never heard back.
While the majors might not be satisfied unless they sell millions of books the independent author can support their own efforts and perhaps sell a few thousand copies. It is all relative to the measurement of success you place on each campaign. Maura Teitelbaum of Abrams Artists says that “Books are becoming more brand incorporated and social media is a key element to building a brand and reaching its audience.”
An author or publisher can always pay someone to run a campaign for them but a little research, effort and time in front of a computer and each author can create and manage their own social marketing campaign. It comes down to a choice as with most areas of daily life, trying to make a decision on whether it will it be your time or money.
Direct Selling from Social Media
The second announcement is about a company that will provide a direct sales component of your Facebook page making it possible to sell your book or eBook direct from Facebook without a customer leaving the site. The company offering this service is Flick Rocket (FlickRocket.com). In addition to books the company is making it possible to sell video and audio for content owners turning their Facebook page into a direct sales channel.
Friends can browse your page preview and order the content right inside of Facebook. You can also offer your work from your Facebook page direct to another Personal Computer, iPhone, iPad, Android, Mac, BlackBerry or an assortment of devices connected to the Internet.
Some major Hollywood Studios have been using their Facebook company pages for selling direct to the consumer and now anyone who owns their own content can do the same. This makes Facebook a huge distribution network with unlimited potential. The company is located in Germany with offices in the United States.
Technology is changing our lives and for writers and publishers the future looks bright as opportunities continue to present themselves. As demand for content grows, the possibilities for selling quality writing will increase. The key is producing content on a consistent basis.
Tags: Book Marketing, Book Publishing
Book Positioning
By Jerry D. Simmons | October 12th, 2011 | No Comments » (Click to add yours!)
When a New York publisher prepares to sell a list of titles one important component is called positioning. This is an explanation of where a single title fits on a book shelf between two authors or competitive titles and why it belongs. If a publisher fails to convince their customers why a particular title fits and deserves to be on a book shelf then they have not done their job and ultimately it was because the title was not positioned properly.
In order to position your own title(s) the author needs to make a determination how their writing is similar, yet different from other authors and titles in the same genre. Especially important are authors whose name have not appeared on bestseller lists but manage to have multiple titles on book shelves on a continuous basis. This is a clear indication their books are selling well and something a competitive author should make note of and try to understand why.
The best way to learn positioning is read the competition in the same genre and be honest about the comparisons. Authors who compare themselves to only bestselling authors will not be taken seriously and will not get attention. Savvy authors who can recognize solid backlist titles (books older than six months after the original publication date) and have a firm grasp of the reasons will better position their own writing.
Tags: Book Marketing
Three Parts of Book Marketing
By Jerry D. Simmons | October 11th, 2011 | 1 Comment » (Click to add yours!)
Too many authors get bogged down with the idea that marketing their book is primary to becoming a successful author. This could not be farther from the truth since marketing the book is one of three parts. The other two parts are the author and the content, which is different from the published book.
Publishers know that marketing a single stand alone title is extremely difficult simply because publicity and promotion sells books and the media is not interested in the fact someone is an author or has a published book. What marketing to media involves is selling the author or the content, not the fact a single stand alone book has been published.
If the author does not have a compelling story about their background or a solid reason why the content will attract an audience, then someone must answer this question: what will the audience get from reading the book? The fact that someone has written and published a book is not the story the media cares about; it is often what is behind the book and how the author and content connect with an audience. Make this connection and publicity will follow.
Tags: Book Marketing
Book Launch
By Jerry D. Simmons | October 10th, 2011 | No Comments » (Click to add yours!)
The most critical time for the publication of any book is the period right before and immediately after the publication date and release. That period would entail anywhere from one to three months prior to and four to six months after the book is published and ready for sale. If the author does not build buzz and follow-up with enough sales to warrant a reprint during this period, it is likely their book will go unnoticed.
Prior to publication the author focus should be on book reviews, quotes and social media marketing. After publication the focus shifts to leveraging the support from social media, book reviews, quotes and the primary market of readers. One often overlooked way to garner support is to give away portions or chapters of the book both prior to and after publication. In today’s competitive market readers expect a certain amount of free before making a purchase, especially in publishing.
There is so much more to becoming a successful author than writing a good story. Every author needs to understand the basics of the business and how to market themselves, their content and their book. Successful authors are market and publishing savvy with enough knowledge to understand how to avoid common mistakes. It is not difficult, like most things, it takes time and effort to learn.
Tags: Book Marketing
New Market for the Short Story
By Jerry D. Simmons | September 28th, 2011 | 2 Comments » (Click to add yours!)
Since the early days of publishing, written content less than an average of sixty thousand words was considered incapable of being profitable as a printed book. University Presses were the publishers of choice for writers of short stories as anthologies and the only way a big house would take on such a project was if the author was well known, famous, or accomplished. That is no longer the case.
The new reality is that short stories that failed to sell in the traditional marketplace may find new life if sold as a short eBook. Thanks to the evolution of digital technology along with companies such as Apple and Amazon, shorter content can now be sold as “quick reads” and “singles” to a new audience.
Apple recently introduced a new short-form eBook called “Quick Reads” that are like short stories or long articles priced at a fraction of the cost of what readers pay for a full length eBook. Amazon introduced a similar concept in January with what they call “Kindle Singles” described as essays, short stories and other short eBooks priced from one to three dollars.
Taking lessons from the music business, publishers have learned that eBook consumers are willing to purchase sections instead of a full length book since not all parts are in equal demand. The current trend in eBook short form is original content written to fit the shorter version as opposed to breaking apart larger traditionally published books.
Last summer a New York City based company, Cookstr, launched a program to help high-end cookbook publishers go digital when they began selling small recipe packs ranging from 10 to 250 recipes for prices from 99 cents to 10 dollars. Marketed under such topics as “Summer Starters” and “BBQ Menu” these excerpted cookbook packs found a niche and has successfully capitalized on the eBook boom.
The short format seems to make less business sense for novels or larger non-fiction for the simple fact that the content is of a sustained narrative. It appears at this point that consumers are not willing to purchase chapters one piece at a time that ultimately leads to an entire book. In this case the total is more valuable than the sum of its parts.
The analogy from the music business which has gone from albums to singles is that one segment of the publishing market for written content seems to be moving toward sections or short forms as opposed to the larger book. This is great news for writers who should benefit the most.
Digital technology is obviously the future of publishing yet it presents limitless opportunities for writers. No longer do the rules of the traditional market hold credence when short form content is gaining acceptance in digital format. Printed books will remain viable although less significant. The sixty thousand word manuscript will forever be the staple of print since the economics will not change. Technology reduces cost, expands the market, increases distribution, creates new opportunities and ultimately provides a huge boost to writers.
Tags: Book Marketing, Book Publishing
Social Networks and Book Marketing
By Jerry D. Simmons | September 28th, 2011 | No Comments » (Click to add yours!)
If you are a writer and don’t have a page on Facebook it is important that you get one. If you want to gain exposure for your writing targeting publishing professionals you need to be on NothingBinding.com where agents, editors and publishers search for writing talent. If you are totally oblivious to social networks in general and feel they are a waste of time then you need to rethink that position.
Social networks are the fastest way to reach a large group of readers and easiest way to market you as a writer. Keeping your work out in front is simple and takes little time each day. The key is giving away chapters or excerpts, short stories or articles that allow fans to read what you write. You should also have your blog posted directly to Facebook for maximum coverage. Competition for exposure is tremendous and avoiding the free web sites does not make marketing sense.
If you do not wish to blur the lines between your friends on Facebook and your writing persona then use a pen name or pseudonym. You can be Sally Jones friend and you can also become Sally the author or create a completely new fake name and create an entirely new page, the choice is yours. The options are many but the fact remains that social networking is the single best way to market you as an aspiring writer and promising author.
Tags: Book Marketing
