Authors Follow Your Dreams
By Jerry D. Simmons | August 24th, 2011 | 3 Comments » (Click to add yours!)
My parents raised me to be honest, humble and appreciative. I was required to say please, thank you and use the surname of every adult I encountered. The world of “it’s not my job” and “it’s someone else’s fault” is not in my lexicon. When in New York if one of my employees or staff told me a task was not their job responsibility then I took them into my office for a little heart to heart conversation. They had a choice to either change their thinking or work somewhere else. However, in today’s competitive climate, authors must follow their dreams but do what is in their own best interest.
I’ve never advocated one method of publishing over the other. My job is to point out the positives and negatives of each option. I have my own opinions but I have never attempted to change the mind of an author with a dream. When I write about issues facing authors whose books are published by a large print-on-demand company then understand that my experience in publishing is what I am sharing with each of you.
It is not my position to point you in the wrong direction for the sake of making a profit or supporting a colleague. I merely want each of my readers to gain a sense of the bigger publishing picture. The marketplace for selling content, in either print or digital format is extremely competitive and the slightest mistake can derail all the potential in the world.
Successful book publishing is about a lot of components working together in a way that maximizes the author’s potential to share their writing with the world. It is so much more than write it, print it and sell it. These are the broad strokes and rarely work in any market. My goal and dream is to assist writers in becoming successful, defined in whatever manner the author chooses.
Big traditional publishers are in the business of producing content that makes money. Authors are creators of the content they produce. If you are under contract and do not understand the nuances of the business you have the potential of seeing your career destroyed by what you do not know.
If you are self-publishing and do not have a grasp of the market and how all the pieces fit together you will invariably spend hours of your time and possibly thousands of your dollars on products and services that are worthless to you and your book. Stay informed, ask lots of questions before you make decisions and above all else, do what is in your best interest as a writer, not what is best for your publisher.
Tags: Book Marketing
Content, Author, Book
By Jerry D. Simmons | August 24th, 2011 | No Comments » (Click to add yours!)
Marketing is important, knowing how to market is critical. What you do not know may hurt you, but realizing you don’t know and failing to act is terminal. Publishers, agents, consumers and especially media, does not care you have written a book; they want to know more about the content and the author before anything else. This is a basic premise of how mainstream publishers think about book marketing. In order it is about the content, next the author, and finally the book.
When consumers walk into a bookstore and browse the aisles they tend to pick up titles that look interesting. We’re not talking about recognizable names or a bestselling author; in that case they are buying a brand and not the content. For this example consider the average midlist title in a category that interests you. Typical readers scan the jacket of the hardcover or back cover for paperback first. They are seeking information on the content, the story or subject matter. Next they typically read the short author bio searching for a connection or level of expertise.
If the publisher did a poor job of describing the content or fail to make the author seem personable, likeable and qualified, they could lose a sale. Certainly the right cover and price are determining factors but assuming for a moment everything is correct, the publisher must focus on the content and author.
Book marketing is multi-faceted, includes a wide variety of tools, and is a journey not a destination. Being under contract limits the author and publishers flexibility in marketing a book, the marketplace forces limits on what can and cannot be done and in what time frame. Publishing on your own removes those barriers but places emphasis on testing, measuring and then adjusting results based on success.
Never underestimate the time it takes to market successfully and do not forget that marketing yourself as an author and the story or subject matter comes before you start talking about your book. Book marketing is creating a plan and taking the right steps one before the other.
Tags: Book Marketing, Book Publishing
Book Marketing Takes Time
By Jerry D. Simmons | August 23rd, 2011 | No Comments » (Click to add yours!)
Amanda Hocking is a 26-year-old self-publishing phenomenon who reportedly sold over 400,000 eBooks in January and an additional 900,000 since. She signed a contract with St. Martin Press for a reported $2 million dollar advance. She describes her writing on her website as “young adult paranormal romance and urban fantasy mostly.” She’s written one series about vampires in Minneapolis, a paranormal romance series and a new dystopian urban fantasy with zombies.
The USA Today writes, “Hocking credits her success to aggressive self-promotion on her blog, Facebook and Twitter, word of mouth and writing in a popular genre — her books star trolls, vampires and zombies.” On her blog earlier this month, Hocking wrote:
“Traditional publishing and indie publishing aren’t all that different, and I don’t think people realize that. Some books and authors are best sellers, but most aren’t. It may be easier to self-publish than it is to traditionally publish, but in all honesty, it’s harder to be a best seller self-publishing than it is with a house.”
“I don’t think people really grasp how much work I do. … The amount of time and energy I put into marketing is exhausting. I am continuously overwhelmed by the amount of work I have to do that isn’t writing a book. I hardly have time to write anymore, which … terrifies me.”
“I also have this tremendous sense of urgency, like if I don’t get everything out now and do everything now, while the iron is hot, everything I’ve worked for will just fall away. For the first time, I truly understand why workaholics are workaholics. You can’t stop working, because if you do, it unravels all the work you’ve already done. You have to keep going, or you’ll die.”
From the mind of a successful self-published eBook author, in the end, it’s all about marketing.
Tags: Book Marketing, Book Publishing
Bookstore Chain Leads in Sales
By Jerry D. Simmons | August 22nd, 2011 | No Comments » (Click to add yours!)
Publishers Weekly is reporting the market share for sales of trade books is dominated by the only remaining major bookstore chain Barnes & Noble. The market share of sales for B&N rose from 22.5 percent to 23 percent over the past year. The only other outlet to show an increase in market share was Amazon which went from 12.5 percent to 15.1 percent during the same period.
Even though market shares have risen for B&N and Amazon that does not mean they are more profitable with trade books. Any increase in a declining market tends to be less profitable and the real question is: exactly how big is the market? That was not addressed in the article and is always subject to suspicion since most media reports gross sales which rarely calculate returns or net dollar sales. The media reports that total book sales will surpass $32 billion dollars.
Wal-Mart, warehouse clubs such as Sam’s and Costco, Independent Bookstores, the Books-A-Million Bookstore chain predominately in the southeastern US, Target and Supermarkets/Drugstores as a whole all dropped in market share. This is primarily due to the decline in mass market paperbacks which has been suffering from loss of sales for some time.
As the market for printed books shrink, consider the opportunities of eBook publication. Digital is the future for the publishing industry in general while print will become a smaller part of the overall business. Do not limit your options by holding to the notion that eBooks are not your market. Readers and consumers in all publishing formats are your market.
Tags: Book Marketing, Book Publishing
When to Start Your Book Marketing
By Jerry D. Simmons | August 17th, 2011 | 2 Comments » (Click to add yours!)
The following article was inspired by the questions and feedback from Sonia Marsh. Check out her website Gutsy Living (http://soniamarsh.com) thank you Sonia.
Sales and marketing executives in New York will tell you that it is never too early to start marketing a book, especially if the launch date is firm and planned well in advance. For those with a publication date in the next twelve months, blogging, using social media and speaking to promote themselves and their upcoming work is an excellent idea.
Early marketing should be focused on building your author brand, increasing your audience, and giving away excerpts of your upcoming book. This is a great way to seed the market and develop an audience. As long as your launch date is firm and you have gathered names and email addresses of interested readers and stayed in contact with them on a consistent basis, you are doing what every successful author should do.
What you do and how you do it depends greatly on the format in which you intend to publish. Print books are excellent for offering free chapters from your web site since consumers of print are not necessarily the ones who will download an eBook. On the flip side, if you are planning on launching in digital format then free chapter downloads is the way to go. Different strategies are necessary for different audiences.
If you are at the point where you have decided to publish on your own then consider the options. Large cooperative and subsidy publishers, even the ones considered reputable by other authors, have a negative image in the marketplace. This means regardless of the quality of the writing and editing, the book will not be given credence from reviewers or independent bookstores.
The distribution of these publishers makes your book available for order from any retailer but they will not be marketed or promoted in anyway. That still remains your responsibility. Local retailers can order for sale but the chance of widespread distribution is unlikely. The reason is guilt by association; the market tends to downgrade all books publisher by certain subsidy companies.
Advanced reading copies or ARC’s, can be a good idea only if you have a mailing list that does not include major book reviewers and media outlets. The reason is that competition for attention will by overwhelmed by the New York publishers since they tend to dominate these people. Postcards or other mailings can get lost unless you have a long and systematic campaign that covers many months and many mailings.
If you have attended a writers conference where the speaker outlined the reason why you should never publish on your own without the help of a cooperative or subsidy publisher then consider the source. One of my biggest complaints about this business is the number of experts and professionals who spread misinformation for their own gratification and profit.
The fact is that you can properly and professionally publish on your own without negative consequences. Publishing on your own, without a cooperative publisher has a much more positive market perception that using the services of a one size fits all company. These are the rules of the marketplace.
Should your decision be to publish yourself then consider creating your own publishing imprint and do it yourself. The market still will not welcome you with open arms however your book will be head and shoulders above the POD companies in market perception which at least gives your writing a chance at success.
When you have a firm date established for the release of your new book, start marketing and if you are considering using one of the big cooperative or subsidy companies, don’t. Market perception of you and your writing is equivalent to how you publish and with whom. Like a personal reputation, you need to protect and enhance it at every opportunity. My mantras—follow your heart and instincts will not lead you astray.
Tags: Book Marketing
Using Technology to Sell Books
By Jerry D. Simmons | August 11th, 2011 | 2 Comments » (Click to add yours!)
Experts in the field of technology predict that mobile phones and apps (applications) will be the trend toward the future. The market demands smaller, lighter, and faster computing time on hand held devices such as smart phones and tablets. Just as the publishing business is moving from paper to digital, so too will the world of books move to mobile technology.
One of the newest trends is called a QR code (abbreviated from Quick Response code) which is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones or smart phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. You will find these new QR codes on the back covers of many books.
When the mobile app scans the QR code the user will be introduced to an author, their writing and even more advanced ways including video, audio and more. The QR code is another level of what you might find on a hardcover book jacket, just more advanced. The key is to convert users into buyers of books and other content. This is one way that publishers are utilizing the growth of mobile technology to introduce the consumer to new writers and their content.
One free application for smart phones that can read the QR code is from a web site Mobiletag.com. As technology moves to mobile, publishers and authors must stay up on the latest trends and understand how to capitalize to sell content. If you want more information on the QR code check out the the expert explanation at Wikipedia, here is the link http://en.wikipedia.org/wiki/QR_code.
The bottom line is that the content you create, the stories you tell or information you share will continue to be in demand. The method for which that content is delivered to the customer will change. As technology evolves so too must authors and publishers. Print is not and will never be out of date; it is just no longer the standard for books.
Tags: Book Marketing, Book Publishing
Prepare to Succeed as an Author
By Jerry D. Simmons | August 11th, 2011 | 1 Comment » (Click to add yours!)
Writers need to think about their work in terms of the content they create and not so much about the format, forms of delivery or distribution to the consumer. The quality as well as the breadth and depth of your content are a big part of an author’s success. With each new blog, article and manuscript the writer greatly increases their chances of becoming recognized, building a fan base and selling more content.
Everything you do as a writer must have an end point, or goal, otherwise you cannot plan your marketing and will increase your chances of failing to meet your won expectations. Of course if you truly do not have an end point or goal, then how can you fail? The answer is that every writer, author and publisher has expectations of success and regardless of whether or not those expectations are written down, or committed to achieving; there is potential failure in meeting those expectations. Prepare for it.
For years the editorial staffs at the big publishers were the gate keepers to new writers and their work but not anymore. As staffers scan the Internet for blogs, web sites, and articles, the possibilities of being read and recognized are greater than ever before. The problem is the huge influx of new writers promoting their work in much the same way. The opportunities for being read and recognized may be greater but finding an audience for your writing has never been more difficult.
Web sites are launching pads and a great way to introduce yourself and your writing, but linking from there to the large social media and niche genre specific sites is important. Publishers are looking for good writing and an author with a large following or fan base. Developing your personal brand through social media sites is a starting point for recognition as well as the blogs you write and the amount of free content you provide. This represents a shift in what publishers are seeking for new authors.
The amount of leverage you will have as a new author is equal to the audience you bring to the table. If a publishing committee is considering a dozen new authors and one has thousands of followers or fans while the others have none, guess who wins? The more you learn how to leverage your social media contacts will be an advantage toward your future goals whether you wish to land a contract or sell more of your writing independently.
Failure is possible, but preparing for a slow start or non response to your initial marketing efforts is all part of doing business. Don’t fret! There is a steep learning curve but if you have an end point or goal in mind and you are moving in the right direction then your work will pay off. The key is to keep writing and creating new and interesting content, and experiment with your marketing. Trying new things on a consistent basis is an important part of book marketing.
Tags: Book Marketing
Author Success Story
By Jerry D. Simmons | August 3rd, 2011 | No Comments » (Click to add yours!)
Bob Mayer is a successful author and I’m pleased to say a reader of this newsletter. He was under contract to Random House where one of his series sold more than one million copies. Now the rights have reverted back to Bob, he is on his own and successful.
According to Bob, “I’m not getting the feeling NY gets it yet. They get pieces and parts but they don’t really understand a book from the writer’s mind into the reader’s mind. They’re so used to dealing with all the intermediaries; they don’t focus on either the writer or the reader.”
He just came back from a conference where he was on a panel with one of the very editors that allowed his rights to revert and that New York editor had no clue that Bob’s series was now the #2 Science Fiction bestseller in the UK behind “Game of Thrones” and in the top 5 in Science Fiction in the US.
Currently Bob has 12 titles in the top 1,000 on Amazon and he is selling over 2,000 eBooks a day with sales increasing every week over the past several months. With that kind of success you would expect his phone to be ringing off the hook but the only publisher that has come calling is Amazon. Bob now has the rights to 100% of his backlist and is selling more in eBook in one day than Random House managed in six months.
Based on his gross income from weekly sales and projecting it out over 52 weeks, he’d earn in royalties more than one million dollars. He still has eight titles in his backlist to upload and will have six new titles coming in the next 12 months. Bob uploaded to eBook an updated version of his highly successful “The Novel Writers Toolkit” and “Write It Forward; From Writer to Successful Author” based on all he has learned the last couple of years.
These are two eBooks I would strongly recommend. Bob’s personal web site is http://www.bobmayer.org/index.html and his publishing web site is http://whodareswinspublishing.com.
The moral of this story is that you can do it yourself. Certainly Bob is a talented writer and had an advantage being under contract to a large publisher, but over time he took his rights back and has become even more successful on his own, making more income and in turn doing what he loves to do and that is write. Bob Mayer is a success story.
Tags: Book Marketing, Book Publishing
Share with Others
By Jerry D. Simmons | July 14th, 2011 | No Comments » (Click to add yours!)
My free newsletter, TIPS for WRITERS, is written to provide readers with insight into the latest news, trends, and changes in the book publishing industry. I’m a reader, lover of books and have great respect for writers. I’m not an advocate for any particular type of publishing but rather guide writers toward their own personal goals and how to position themselves and their writing in such a way that gives them the best chance at success.
The only way the individual self-published author and entire independent community can continue to gain creditability in the marketplace and be seen as a long term viable force in the content creation business is to join forces. The strength of this group is in the totality of the writers and authors and not in the fractured model that currently exists.
Joining together would provide a tremendous opportunity for recognition among those publishing professionals willing to take you and your work to another level. I’ve been fortunate to have been able to bridge the gap between the independent side of this business while maintaining close contact with New York publishing circles, as such I can offer a unique perspective since there is no one with my background and experience willing to share information.
What I’m asking is for you to share my newsletter with as many writers and authors as possible. It is my goal to create a large community of writers, independently published as well as those who continue to toil under contract without the necessary resources or support to increase recognition of their writing. As a large community we can prove that we are united in a way that mirrors our size, and only then will we create the kind of opportunities that expands our reach with those who can make careers happen.
If you already subscribe to my newsletter, thank you. The one way you can help grow our potential, as a group, is to join NothingBinding.com. If you are not following me on Twitter, please do so. If you are not my Fan or Like me on Facebook please do so. If you are not one of my connections on LinkedIn please connect with me. This is how you can help all writers searching for ways to expand their audience by allowing me to be your bridge and continue to share information. Thank you for your continued support.
Tags: Book Marketing, Book Publishing
Setting a Price on Your Writing
By Jerry D. Simmons | May 30th, 2011 | No Comments » (Click to add yours!)
All authors value their writing at prices that often exceed the market, its natural. But the truth is that awareness of pricing and how it impacts your sales is crucial to selling copies. As supply of eBook grows the pressure to lower prices will be enormous. At the moment the market is at a sustainable level of available titles but with more coming online the price barriers to competition and acceptance will drop.
The single biggest opportunity for the independent author in 2011 is eBook at a price below what the major companies can afford to offer. Packaged properly and priced to sell, you have as much opportunity as anyone to create an audience for your writing. It is still critical that you market heavily and continue for as long as possible but starting the momentum is much more difficult than maintaining.
Tags: Book Publishing, writing
