Tips for Writers
Transitional Marketplace
By Jerry D. Simmons | January 11th, 2012 | 12 Comments » (Click to add yours!)
Beginning a New Era of Growth
Over the past four decades there have been three distinct market shifts in book publishing that transitioned the industry. The results of each were dramatic growth for both publishers and writers. As we enter a new era in book publishing we are seeing the dawn of the fourth major transitional market shift. Growth is inevitable as this market evolves and writers position themselves for dramatic changes in what has been a stagnant industry.
Hardcover
The first major shift occurred in the mid 1970’s with the emergence of the hardcover format which surpassed the mass market paper and gave publishers a new revenue stream for the same content. Up to that point the paperback was the publishing format leader and responsible for more than the majority of the company’s print order, distribution and revenue.
Trade paper was available at this time but not widely distributed. The hardcover format began to show potential as the bookstore market grew with more independent stores cropping up around the country. This enabled publishers to move away from dependence on the low price mass market format and move to a higher price more respectable hardcover edition. The result was more revenue for the publisher, higher royalties for the author and overall growth for the industry.
Superstores
The second shift in the late 1980’s was the emergence of the large bookstore chains which transitioned primarily from mass merchant or large box stores to multiple retail locations specifically designed for books. The mom and pop boutique bookstores that existed did not preclude what became the superstore because they provided little sales and profits for the big publishers.
Up to this point the mass market paperback placed within a defined space in a supermarket, drug or mass merchant was the primary source for distributing and selling books. Publishing decisions were based more on impulse buying as opposed to what is considered a destination purchase. In mass retailers most consumers made a book purchase as they pushed their cart down an aisle and spotted something interesting as opposed to driving directly to a bookstore to make a specific title purchase. This changed dramatically with the super bookstore.
Technology
The third noticeable shift occurred in late 1990’s in the emergence of the print-on-demand technology which may not have directly dented the sales of the major publishers but it certainly impacted the industry. Print-on-demand technology was first introduced to the major companies as a way to reduce inventory by printing at bookstore locations as demand warranted. The big publishers rejected the idea which gave rise to the number of new authors, more published titles and POD publishing companies.
Even though these new titles and companies did not directly compete with the major publishers, they did provide fuel for the Amazon fire and accelerated their growth in the industry. POD companies has caused an explosion in the number of new titles available to consumers but at the same time has also dramatically eroded the perception of the consumer toward books and publishing as the quality of the product has declined.
Amazon itself did not cause a major shift in the publishing industry. The online retailer became a prominent account yet until recently was responsible for a small percent of the major publishers overall sales. Amazon capitalized on the market transition by being in the right place at the right time and becoming the major player for the print-on-demand explosion and catering to their needs.
Digital
The fourth major shift within the publishing industry began in 2007 and really took off in April 2009. These dates coincide with the release of the Kindle and iPad. It is obvious that at this very moment the book industry is transitioning into a digital marketplace where the primary format for all publications will eventually become the eBook. Even though total sales represent barely a quarter of major publishers overall revenue the increase is strong and sustainable.
As more resources are placed into enhancing the format and developing new revenue streams such as advertising and product placement, there is little doubt that publishing is undergoing a major transitional shift in the market. As publishers recognize the overall potential of the eBook goes well beyond the content there is little doubt the format will continue to experience strong growth for the publisher and unlimited potential for the writer.
Opportunity
For writers this represents perhaps the biggest opportunity for growth in the past four decades. As technology changes, grows, and provides new platforms and delivery systems for creative content the demand for that content will grow accordingly. In order for a writer to take advantage of these opportunities they need to do three things. First; make certain they have a basic understanding of the market and how their writing is positioned within that market. Second; find an editor they are comfortable with and can work with to improve the quality of their writing. Third; write as often and as much as possible.
Success as a writer in the new transitional marketplace will require writers to be more publishing and marketing savvy and create a breadth of quality content within the same genre. Anything is possible in book publishing as long as writers continue to improve their work and learn how to market themselves, their content, and their publications. The key is to focus on writing, editing, and never worry about things beyond their control. Markets will continue to shift; the winners will be those in a position to take advantage.
Tags: Book Marketing, Book Publishing
8 Pillars of Book Publishing
By Jerry D. Simmons | December 7th, 2011 | 1 Comment » (Click to add yours!)
Book publishing involves several components working together to maximize the opportunities for selling copies. Success requires alignment of the 8 Pillars in a way that gives the title, author and publisher the best chance of achieving their goals. Coordination, timing and professional experience provides the very best opportunity for both initial and long term success. What follows are the 8 Pillars of Book Publishing.
[1] Writing – Anything is possible if the manuscript is marketable. If the author can keep readers engaged by telling a good story or sharing information in a manner that keeps pages turning, then consider the manuscript marketable. That does not mean the eventual publication will be successful but I can guarantee it will not be if the manuscript does not convey a story or message to the intended audience.
[2] Editing – Once the manuscript is finished a professional editor needs to read and offer feedback. If the cost of a complete content edit is not possible then at a minimum the writer needs an editorial critique. Where a professional editor reads, evaluates and offers a written critique on how the writer can improve the manuscript. Friends or family will not be sufficient and line editing for grammar, spelling and punctuation is not enough. Unless the writer has extensive experience an editorial critique is the very least that should be acceptable.
[3] Marketing – Starts early and continues for as long as the publication exists. Marketing runs parallel to the entire publishing process and never ends. With subsequent books the marketing overlaps to include the new and older titles. There are many forms of marketing but the point to make here is that marketing is as important as writing proficiently and publishing correctly. Never underestimate the power of sustained book marketing.
[4] Packaging – Getting the right cover design on a book matters. Consumers judge books by their cover and they will make a purchasing decision in a matter of seconds based on the package. If the cover does not make a statement instantly then a sale is lost. The jacket copy or sales blurb is important and considered part of the package as well as the title and subtitle. Do not underestimate or overlook the importance of proper packaging.
[5] Pricing – The single most important consideration on almost everything we buy is price. Readers shop by price and make most book purchases based on price. This is especially important for new unknown authors since infrequent buyers of books will most likely not take a chance on someone they are not familiar with. A single dollar or two below the price of an author the reader is familiar with will not typically make a difference since the cover price can be the deciding factor. Remember a price can almost always go up but rarely can it go down.
[6] Publishing – The demise of the print edition makes this a major factor in the success or failure of a publication. The production quality of the end product speaks volumes about the author, publisher and quality of the writing. The result of poor publishing decisions is invariably loss of credibility among readers, booksellers and the eventual loss of sales. Who publishes your writing and how is critically important to the perception of the reader.
[7]Distribution – The reference is to the booksellers that market and sell copies of your book. Whether your own website, online retailers or local bookstore, distribution is the means of how titles are offered to the public for sale. Every title needs distribution beyond their own website and the more outlets where your book is offered the more opportunities to sell copies. Don’t confuse distribution with the physical shipment of books to a retail location, distribution refers to how and where your publication is offered for sale.
[8] Sales – Roll all of the above together and hopefully you end up with sales. Anyone can publish a book today but not everyone can be successful at selling books. The market is crowded and difficult, authors and publishers who skip any of these 8 Pillars will greatly diminish their chances at being successful and selling copies of their book.
This list is not meant to be exhaustive nor detailed. The 8 Pillars are meant to provide an over view and insight into the basic requirements of publishing a product that has potential to sell copies. For further explanations or evaluation consult a professional with experience. That is the best way to avoid mistakes, save money and not waste time is to research and consult before making decisions.
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
One Big Marketing Question
By Jerry D. Simmons | December 7th, 2011 | No Comments » (Click to add yours!)
In my last newsletter I asked for help in answering one big marketing question that came up in discussions with a former colleague who works at a major publishing house in New York. The question had to do with marketing and the importance of specific audiences for the self-published author. Here are the question and results.
First the question: If a self-published author had a choice as a result of their marketing efforts between attracting the attention of a:
[1] Consumer
[2] Literary agent or publisher, and
[3] Both consumers and literary agents or publishers,
Which would be most important?
The respondents indentified: Consumers 58 percent of the time as their first choice, both consumers and literary agents or publishers 34 percent of the time, and the literary agent or publisher 8 percent of the time.
In this survey the question is asking for a choice and in fact the results of an author’s marketing should attract the attention of both consumers as well as agents and publishers. It is possible to market specifically to a niche audience of consumers for certain titles and in those situations the likelihood of an agent or publisher making a discovery is limited. However the vast majority of social media marketing and direct marketing to consumers should be designed to attract all audiences. What interests a consumer will most likely also interest an agent and publisher.
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
Borrowed Interest for Book Promotion
By Jerry D. Simmons | November 23rd, 2011 | No Comments » (Click to add yours!)
Marketers recently capitalized on the date November 11, 2011 or 11/11/11 to promote a wide range of products and services because the date was unique and a national holiday. Promotions launched on and around a specific date or season of the year utilize a marketing tactic referred to as borrowed interest where an event is created specifically on or around a news making date. Authors can utilize the same idea in any market area for a launch, re-launch or book promotion.
The idea is to borrow from an expected news event or national holiday and create a promotion that has a chance at attracting the attention of consumers. Titles with natural tie-ins to any holiday such as Independence Day, Thanksgiving, or even Christmas can create a special promotion on that date and in essence, cut through the clutter of busy people’s lives to gain exposure. The tie-in is another way of gaining attention that may not otherwise be available.
There are also seasonal considerations for titles that have a natural tie-in. For example all diet and exercise books published by the major companies are released in the winter prior to spring. The reason is that consumers begin thinking about and acting upon their weight gain and body size prior to the spring promotions of bath suits and fashions. That is not to say that a diet book launched in the fall will not work, it merely references the fact that if you want reader consideration for your diet or exercise book then promote during the time of year in which consumers are shopping for that particular title.
There are a lot of cookbooks released around the holidays because people are not only giving them as gifts but also because this makes them available with new holiday specific recipes for family meals and parties. Cookbooks can be released any time of the year but if your title contains winter holiday recipes it would be best to release when consumers are shopping for that particular type of book.
Novels by authors new to the market are typically released during the end of school year which depending on where you live could be April, May or June. The reason is that summer means vacations and vacations are defined as a time to relax and play. This is a perfect time for sitting and reading and a great time for a new summer read by an unknown author. These are all examples of borrowed interest promotions that any author can utilize for their writing. Riding the coattails of bigger promotions makes sense as a book marketer.
Tags: Book Marketing, Book Promotion, Book Publicity
Control Your Content
By Jerry D. Simmons | November 23rd, 2011 | 4 Comments » (Click to add yours!)
Penguin is the first major publisher to launch their own self-publishing service through a web site called Book Country. They call their site an online writing community with self-publishing services for members. Their stated aim is to develop aspiring novelists and give them the ability to self-publish their writing. However beware of an association with a major publisher or, wolves in sheep’s clothing.
The CEO of Penguin David Shanks has said, “Book Country is the perfect vehicle for introducing a new kind of self-publishing that offers a more professional product and provides guidance that isn’t currently available from other players.” The service officially launched in April and is reported to have attracted more than a few thousand members who have posted several hundred manuscripts to the site.
While the self-publishing market has shown tremendous growth the past few years the only major company to take a big bite out of the market is Amazon and Book Country is a direct challenge to their self-publishing dominance. Book Country expects to generate revenue primarily from fee based self-publishing services but also plans to take a percentage of all revenues generated from manuscripts posted and acquired as well as titles produced through their service.
Self-published author David Gaughran wrote in his blog that Book Country is “out-and-out gouging” those writers who post to their site. Well known former major published author turned self-publishing success story Joe Konrath said “I’ve sold 500,000 e-books, if I’d published with Book Country, they would have taken $290,000 in royalties from me.”
Book Country wants to act as pseudo-literary agent to their members by attaching themselves to any and all content posted for free. This pronouncement alone gives me reason to shudder since the content itself is what will attract agents but regardless, Penguin wants a financial piece of content they have nothing to do with other than provide a web site for posting.
Penguin is being highly criticized for two reasons: (1) preying on inexperience writers and (2) creating the impression that anyone using their service has a better chance of being discovered by Penguin. Self-published author Gaughran said “The main reason that I am concerned that Penguin [is] behind this is because that will make it more significantly attractive to those newer, less experienced writers.” He went on to say “A much-desired carrot is being dangled in the form of a potential publishing deal with Penguin. Their logo is all over the site. And their backing will lead to some confusion.”
The real question for all writers to consider is: To what extent will the content created and posted to a free web site, be entangled in the financial snare of a major publisher? While the service and fee structure raises concerns, I would suggest weighing the benefit of being a member of their web site community versus them having a financial stake in the writing. Control over the content a writer creates is the most important consideration when selecting any publishing option, especially one backed by a major foreign based publisher who plans to take a piece of a writer’s future success.
Tags: Book Marketing, Book Publishing
Two Authors under Contract now Self-Publishing
By Jerry D. Simmons | November 9th, 2011 | No Comments » (Click to add yours!)
Midlist authors are moving away from the contractual obligations of a big publisher and into the arms of the self published. One such author decided to take her older out of print backlist titles whose rights had reverted back to her and publish on her own as eBooks. The second made a splash and got lots of attention at the launch party for her third book being published by her major publisher. Both authors have made headlines and here are their stories.
When Self-Publishing Makes Sense
Barbara Freethy is the author of over 30 novels published under the imprints of Pocket, New American Library, Harper Collins and has won numerous writing awards. She also has sold over one million copies of her older out of print titles as eBooks. Each of those titles fell out of print with her publisher and the rights were reverted back to the author giving her an opportunity to breathe new digital life into old print books.
Each was repackaged and priced between $2.99 and $5.99 thus avoiding the low price point of $0.99 that many first time and new eBook authors fall into to attract readers. In Ms. Freethy’s case she has a long standing reputation and breadth of content with which to market and her success has been tremendous. These backlist were all published through Barnes & Nobel’s PubIt! Digital service and sold through B&N as well as Amazon and Apple.
Eight of the author’s seventeen self-published eBooks have hit the New York Times and/or USA Today Bestseller List with one title, SUMMER SECRETS hitting #1. She is currently under contract with Pocket, a division of Simon & Schuster, but plans to self-publish all future original manuscripts as new eBooks.
Author Leaves Publisher
Author Polly Courtney is a novelist who leveraged her self-publishing success a few years ago to land a three book contract with Harper Collins to be published under their paperback imprint Avon. Up to this point she is known more for her recent announcement at the launch party for her third book than her writing success. This was the scene where Ms. Courtney told everyone in attendance that she was leaving her publisher and going back to self publishing.
Turns out that Ms. Courtney was upset with the handling and marketing for her three books, she felt her writing was being positioned in a manner which did not reflect her work. The publisher was categorizing her books as literary fiction and she preferred commercial fiction. Understandable since the audience for the literary genre is small when compared to general fiction.
The disagreement also spilled over into the areas of title and cover design where the author claimed the package completely “misrepresented” the content. She felt her writing was not properly reflected by the “chick lit” design of the cover. The decision to leave was the result of “three years of pent–up frustration.”
Avoid Conflicts with Your Publisher
Unfortunately these situations do occur and the only way to prevent this type of problem is develop relationships with those in-house having a hand in publishing your book. If an author develops relationships and understands the production process then before decisions are made they have an opportunity to provide input. Working closely with only an editor is a disadvantage for the author. Often times the publisher and author have different opinions but understanding why decisions are made and how to offer feedback is the only chance an author has of avoiding conflict.
Publishers make decisions based on a books ability to generate revenue and that includes changing the title, category, content, package and price. If an author is not willing to bend to these requirements then don’t sign a contract in the first place. Publishers do not look for ways to derail their authors with misleading categorization or shoddy packaging, they want every title to sell copies and be profitable.
If you are considering a contract and hope to prevent these conflicts then let me encourage you to read my book. I describe in detail what a writer goes through from the day they sign a contract to the day the book goes on sale as well as how to prevent problems with all sorts of issues. Authors need to understand that publishing contracts do not mean the company is going to work with the author, it means they plan to do whatever they feel is necessary to maximize revenue and be profitable, even if that means at the expense of the author.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Tags: Book Marketing, Book Publishing, Self-Publishing
Writing and Marketing are Equal Partners
By Jerry D. Simmons | November 9th, 2011 | 9 Comments » (Click to add yours!)
Often I receive emails from authors frustrated over the fact their book or eBook is not selling. When asked about their marketing plan most have none and even more spend little time introducing themselves or their new release to readers. Beyond family and friends the world needs to know when a writer launches their book. With over 2,700 new titles being released every day it is easy to get lost, let alone discovered. The marketing process begins with an understanding that writing and publishing are half the equation, book marketing is the other half.
As the world of publishing adjusts to the realities of technology and realizes that readers are approachable with the touch of a mouse, marketing via the Internet is efficient, inexpensive, yet time consuming. Expecting consumers to buy what they do not know exists is not going to happen. There are too many choices for readers and the competitive nature of publishing is such that the world is being introduced to only a small fraction of the total number of new books being released each day.
Where to Start
Begin with the little things such as establishing yourself with an author profile on Facebook. This is different from your personal page where your friends hang out but setting yourself up as an author and begin the process of attracting readers to you and your work. The second thing is to start blogging. There are free blogging websites and to find one simply Google free blogs and you can have your pick. The point of blogging is to introduce readers to your writing.
If you are a novelist consider blogging about your characters, or scenes in your book, anything to give the reader a sense of how you write. Giving away content that you create, whether a portion of your book, or original content created for your blog, is one way to introduce you and your writing to the world. If you write nonfiction blogging is easier, just comment on the news of the day and tie-in then link to your genre. Daily news provides an unlimited source of topics to write about.
Time Commitment
Attracting readers is more about consistency over a long period of time than the total amount of time spent at one sitting. When readers start to see a steady flow of new material from a writer they tend to take notice as opposed to someone who writes once a week. Everyone has time restrictions but you must view this exercise as your commitment and passion to writing. Becoming successful as a writer is much more than putting words on paper, it is about you the author, the content you create and eventually how people find you. The best way is through social media and all the free services available to writers.
When writers tell me that just don’t have the time, certainly I understand. However allocation of time is equal to the desire one has to succeed. Practice is required of anything we do and more so with writing. You only get better as a writer when you write. There is no other way to explain it, writing and marketing are equal partners, and one will not work without the other.
No Other Choice
Writing is about creativity, expressing oneself in a way that provides joy in storytelling or providing information about an interesting subject. If writers just want to write and not worry about marketing or anything else that is okay. But expecting to become successful as a writer without marketing is like winning the lotto with a single ticket. Certainly it is possible but we all know the odds.
Publishing is extremely competitive yet success often comes to those who are good and committed, not great as a writer. Creativity in marketing is as important in the quality of the writing; when you combine both you have a distinct advantage over the competition. Failure at this point to reach your goals may have more to do with the investment of your time as anything else. When seeking success as a writer, failure to communicate directly and consistently with your audience can result in disappointment.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
New Rules for Authors
By Jerry D. Simmons | October 25th, 2011 | 1 Comment » (Click to add yours!)
At a time when the industry is moving forward with dramatic changes the biggest publishers are taking steps backward. Instead of adapting to the freedom the digital world provides they are attempting to tighten their control over writers and content. This is a huge mistake and one that will alienate writers at a time when book publishers should start developing better relationships. Rather than drive writers away by attempting to control their content they should be adapting a strategy that attracts writers to what they can offer.
You can point the finger squarely at Amazon for this divide and the scenario is playing out exactly how they hoped it would. The big online retailer wants writers to side step their publishers and work directly with them for everything in the publishing equation. Longtime agent Richard Curtis has been quoted as saying “It’s an old strategy: divide and conquer.” This is exactly what Amazon wants to do and it seems to be working.
One of Amazon’s top executives said recently, “The only really necessary people in the publishing process now are the writer and reader. Everyone who stands between those two has both risk and opportunity.” Ironically Amazon stands between both with contractual and retail terms they dictate, retail prices they set, and total control they demand over their writers and content. The big difference is they carry the biggest stick and are placing writers in a position of having to decide whether they want to work with them or face the consequences.
The Case of Kiana Davenport
This Hawaiian novelist signed a contract last year with Riverhead Books, a division of Penguin, for her Civil War love story “The Chinese Soldier’s Daughter,” set to be released next summer. Her advance was a respectful $20k but prior to the publication of that book Ms. Davenport released an eBook with Amazon. Penguin asked the author to remove the eBook and she refused, thus her publisher said the eBook release “violates the ‘next-work’ representation, the no-compete provision and the option clause.” Thus the author had “thereby demonstrated her ‘unwillingness to work in good faith with us’ toward publication of the novel” and the writer had 10 days to repay her advance “to avoid legal action.”
Basically her publisher was upset over the author’s release of an eBook through another publisher, in this case Amazon, and went on to proclaim this was “a straightforward matter involving the publisher’s right to publish the author’s next work.” The eBook contained several award winning short stories written more than 20 years ago and since the release has experienced modest download success. It should also be noted that these same short stories were offered to Penguin as well as Ms. Davenport’s next novel and both were rejected by the same publisher that is suing over their eBook release.
The author is now being described as one who “broke her contractual promise” to avoid competing with the release of her Civil War story. When the author refused to remove the eBook from Amazon they decided to terminate her contract and file suit in order to recover their advance. The lawyer representing Ms. Davenport from the Authors Guild, Jan Constantine stated, “They’re trying to set an example: If you self-publish and distribute with Amazon, you do so at your own risk.” In the meantime Amazon has a clause in their contract that forbids authors from discussing details which is not standard in the traditional world of publishing contracts with authors.
Publishers Lack Understanding
All signs point to an overall lack of understanding from the big publishers about the world of writers and their struggles to make a living doing something they love. It appears that Ms. Davenport wasn’t trying to circumvent her publisher, she was merely trying to take advantage of her recent contract and hopefully boost sales of her upcoming novel. Rather than embrace the possibilities the eBook release may offer her publisher reacted in a way that demonstrates their wish to control all content from their authors, not just the one manuscript under contract.
This is dangerous for the publisher and even though they have always done their best to control content they typically worked with authors in a way that allowed them to publish elsewhere. As long as it did not deviate from their work or brand and did not compete directly within the genre under which they were contractually obligated to write and publish. This seems to be a case where the problem was not the eBook release but had more to do with who published the digital format.
When a writer has the opportunity to sign a publishing contract it is wise to seek counsel from a competent literary or intellectual property attorney before committing. Even though your agent is working to assist you in your career path remember they often have a relationship with the editor from the company you are considering. They are sometimes not in a position to negotiate every single term of your contract while that is exactly what your attorney is paid to do. Don’t make this mistake, protect your rights as an author.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Tags: Book Marketing, Book Publishing
Authors Gain Access to Sales Data
By Jerry D. Simmons | October 25th, 2011 | No Comments » (Click to add yours!)
The only source of retail sales information within the publishing industry is called BookScan and it is owned and operated by Nielsen, the same folks that provide viewer data to television. Amazon began offering this subscriber information to authors last year regardless of their publisher. This is another example of Amazon coveting writers and attempting to upset the relationship between author and publisher.
Direct access to sales is good when the issue is transparency but bad since the data is not easy to understand. This kind of sales information is never what it is purported to be and writers must understand what they are seeing and how to interpret the numbers. BookScan uses actual retail sales data from a portion of retailers and then makes calculations to project total sales. They do not have sales figures from every retailer but rather they put together a ‘projection’ based on a sampling of sales information. Be careful not to use this data as completely accurate information, it could best de described as a ‘good indication’ of retail sales and nothing more.
Amazon is using this sales information as a way to attract writers to their publishing programs but the fact remains the data is geared towards large retailer sales where 98 percent of all authors are excluded. In addition the BookScan data is suspect to an extent because of suspicion over exactly how projections are made. The use of the information to the general public is but another way in which Amazon is coveting their relationship with writers and a lesson the big companies have long ignored.
The Biggest Follow Along
Random House, Hachette, and now Simon & Schuster have announced they will allow their authors use of the BookScan sales information within the context of a portal they are developing. S&S has decided to offer sales by type of merchant and format, being hardcover, trade, eBook and audio. They plan to add links to news and tips on using social media, blogs and videos to promote their books. They make it clear that access is limited and the information is not to be shared with anyone other than their agent.
Publishers have always shared sales data with authors and agents but often times it required numerous emails and phone calls to editors. This is an attempt to bridge that gap and also match what their nemesis Amazon is attempting to accomplish which is make that direct connection with writers and reduce their dependency on a publisher. At a time when the biggest publishers are running scared of their competition providing access to sales data is only a small step in the right direction.
If the largest book publishers in the world do not wake up to the fact they are playing catch-up and begin to get in front of the author publisher relationship issue then expect Amazon to take full advantage of this weakness. The big companies do not control the marketplace the way they have for the past fifty years. It’s time that someone in New York pays attention before they become totally inept in their ability to make a difference in the work and lives of a new generation of writers.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Tags: Book Marketing, Book Publishing
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
