book promotion

The 10 Commandments Of Authorial Self-Promotion

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This post by Chuck Wendig originally appeared on his terribleminds site on 4/15/15. Note that it contains strong language.

*wheezes while stumbling down a mountain carrying ten stone tablets*

*dumps stone tablets on the ground and most of them break*

*coughs for like, 40 minutes*

OH FOR FUCK’S SAKE. WHY DO PEOPLE WRITE COMMANDMENTS ON STONE TABLETS. IF GOD’S SUPPOSED TO BE ALL POWERFUL WHY DIDN’T HE JUST HAND ME AN IPAD. DOES HE HAVE A THING AGAINST APPLE? GOD’S ONE OF THOSE STRIDENT ANTI-MAC PEOPLE ISN’T HE. SO HEAVY. IT HURTS. IT HURTS SO BAD.

Ahem. Okay. Yeah. Yes. Hi!

It is time to speak about the sticky subject of self-promotion. You’re a writer. You’ve written a book and somebody — you, a big publisher, a small publisher, some spider-eating alley hobo — has published it. And now you want to know how you promote the book so that the world can fling money at your face in order to greedily consume your unrefined genius. But it’s not easy. You don’t know what works. What makes sense. You don’t want to just stand on a street corner barking at passersby and hitting children with your book. But you also recognize that you’re just one little person, not some massive beast of marketing and advertising, hissing gouts of pixelated steam and vacuuming up potential buyers into the hypno-chamber that is your belly.

What do you do? How far can you go? What should you say?

Thus, I bring you these ten tablets.

Ten commandments about self-promotion for authors. In a later post I’ll get into the larger practicalities of self-promotion — what seems to work for me, what seems to do poop-squat for me — but for now, we’re going to cover the overall basics.

Let us begin.

 

Thou Shalt Throw Pebbles

The self-promotional reach of a single author is not very far.

Big publishers and companies have giant cannons.

You, however, have a satchel of pebbles.

A publisher will ideally dp outreach that puts your book in front of various folks within the distribution process — book buyers, librarians, the secret tastemaker cabal that operates out of a warehouse in Brooklyn’s Park Slope neighborhood. You, as lone author, do not have that effect.

The best you can do is pick up one of your pebbles and throw it.

 

Read the full post on terribleminds.

 

How to Have a Successful Book Launch

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This post originally appeared on ChatEbooks on 4/7/15.

Finishing your book, from writing to editing, is not the end of your journey.  Holding a book launch is one great way to promote your book. Here are some tips on how to organize a successful book launch.

After spending countless hours writing, editing, and creating a book, it can be a rewarding experience for an author to celebrate their hard work, and can also be beneficial to have a book launch event to market and promote their book. As an author, this event gives you an opportunity to celebrate all the weeks, months, or even years that led to the publication of your book. If not organized and managed properly, however, book launch events can end up being extremely expensive and a waste of time. If done right, these events can provide crucial momentum. There are many tips for you to take into consideration to ensure a successful book launch.

One tip for you to take into consideration to ensure a successful book event is to research potential venues. It can be beneficial to actually visit these venues in person. Potential venues should be based on who you wish to invite to the event and what goals you desire to accomplish by hosting the event. It can be helpful to host a book event at a retail location. Bookstores and other retailers will be content if you can bring in a lot of people to their store, and they are also usually willing to handle the sales. Another beneficial strategy is to locate a retailer that has connections to the book. For instance, if your book is about outdoor activities, a local recreational equipment store is an excellent venue to host the event.

 

Read the full post on ChatEbooks.

 

The Author Platform – You Definitely Need One and It Should Have Been Started Yesterday

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This post by Karen Cioffi originally appeared on The Working Writer’s Club on 3/28/15.

Did you ever hear the expression, “a stitch in time saves nine?”

Whether you’re an author or freelance writer, that’s how you need to think of your writing platform. Get it started first, as the foundation of your business. It’s much more effective than trying to play catch-up.

If you’re an author, your platform needs to be in place before you hit the submissions road (if you’re going the traditional route). And, it certainly needs to be in place before you self-publish.

If you’re a freelance writer, you need to have an effective website and marketing strategies in place before you offer your services online.

To reinforce this thought, let me tell you about my father. He was in construction – he built homes. The first thing that gets done, after the blueprints are drawn, is digging for the foundation. Then the foundation is created. Then the house is built on top of the foundation.

It’s the same when building an online platform. Getting a website is the digging part; the added content and optimization of the website is the foundation of your platform.

 

Read the full post on The Working Writer’s Club.

 

Deadly Proof–Anatomy of a Book Launch

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This post by M. Lousia Locke originally appeared on her blog on 2/21/15.

I am proud to announce that Deadly Proof, the fourth book in my Victorian San Francisco Mystery Series, is now available for sale (see links below).

As with the other three novels in this series, Deadly Proof finds Annie Fuller and her beau, Nate Dawson, investigating a crime that will lead them (and the reader) into an exploration of the lives of working women in the late 19th century—in this case women who held jobs in the printing industry.

If you read my last two posts on my marketing strategy for 2015, you will know that I decided to take all my full-length books out of KDP Select and upload them everywhere and make the first book perma-free. My hope was that this strategy would provide a fertile field for this newly published book. So far, my hopes have been realized.

First of all, Maids of Misfortune, the perma-free book, is still being downloaded at a nice pace, making it highly visible in the popularity lists on Amazon and on the free lists in the iBook and Barnes and Noble stores, and I can see sell-through going on. The sales of the second book in the series, Uneasy Spirits, and now the third, Bloody Lessons, have been increasing each week. And now, some of these new fans of the series should be just about ready to  try this new book.

Second, while more complicated than back in the day when I only had to upload my books on Amazon, the process of uploading Deadly Proof for publication in multiple online stores was quite easy since I had recently gone through the process for my other novels and my short story collection.

 

Read the full post on M. Louisa Locke’s blog.

 

Socially Awkward: A Simple Guide to Social Media

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This post by Jandra Sutton with Steph Rodriguez originally appeared on San Francisco Book Review on 3/20/15.

Chances are you’ve read countless articles about the best ways to use social media outlets, like Twitter, Facebook, Google Plus, or LinkedIn, and devoured list after list of quick-tips—even “for dummies”—at an attempt to implement a wealth of information with varying degrees of success. It’s great that you’re using social media, but that’s only one part of the equation. You’ve already mastered all the basics to be accepted by the social media in-crowd: “like,” “share,” “tweet.” Yet, what about the things you should avoid at the risk of becoming a social media outcast? By following these simple guidelines to online etiquette, even the most socially awkward computer user will roam the halls of social media with much success.

 

Tasteful Self-Promotion by Online Appeal

Facebook and Twitter are perfect outlets to express a variety of thoughts and experiences like: how great the bike ride to work was, photographs of a tasty dish from that new, swanky restaurant in town, an interesting article you read, or even as a means to self-promote your brand or new novel.

Still, as a general rule, only 1 out of 5 posts should be blatantly self-promotional, like those including a link to buy your book. The other four, leave open to share a new blog post, comment on a topic relevant to your book, ask followers a question that interests them, or retweet that insightful article you read over the weekend. Flesh out your social media pages with more than just attempts to sell. This will further engage your loyal followers.

 

Read the full post on San Francisco Book Review.

 

Authors: Don't Scream "Piracy!", Then Turn Around & Pay Thieves To Represent You Or Your Work

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This post by Publetariat founder April L. Hamilton originally appeared on her Indie Author Blog and is reprinted here in its entirety with her permission.

It happens again and again: authors, both indie and mainstream-published, crying foul over piracy of their work. They grab their virtual torches and pitchforks and take to social media to spread the word and their righteous indignation over this or that file sharing site offering their ebooks for free download.

Imagine my surprise then, when I found at least a few of those same authors paying to list their books with a promotional service that steals intellectual property for use in its ads:

When the ad pictured above started showing up all over Facebook this week, I was both shocked and angered. I have censored the service’s name in the image because I don’t want to send any business their way or promote their service, even inadvertently. But if you’re on Facebook and regularly post or share about books, ebooks and publishing, you have probably seen the original ad yourself.

I was shocked by the blatant theft and use of Charles M. Schulz’s intellectual property for purposes of advertising a service that is in no way endorsed by the Schulz estate. I was shocked that the thief did not even bother to include Schulz’ signature, to at least give credit to the creator of the iconic image of Snoopy at the typewriter. I was shocked that this ad was being run in such a hugely popular online forum, showing flagrant disregard for intellectual property laws.

I was angered that an author services provider—a company ostensibly in the business of helping creators of intellectual property—would do such a thing. I was angered that many authors whose names are familiar to me (some of whom are quick to point the intellectual property theft finger at ebook piracy sites) have books listed with this service, and probably have no idea they’ve thrown their lot in with an intellectual property thief.

I was angrier still when, after sending a private message to this outfit’s Facebook fan page earlier in the week, today I received a response claiming total ignorance of what intellectual property was stolen, and from whom.

As some already know, I’ve recently started developing and releasing my own Android apps, and I’ve put in a lot of work creating my own, original artwork and images for use in those apps and a lot of money paying for artwork I’ve had custom-created for use in my apps. The same is true of my books, and I’m sure many of you reading this have also paid good money for proper use of intellectual property, because it’s the right thing to do.

AUTHORS: please do not throw your lot in with any person or service with so little regard for intellectual property rights. You are, after all, in the business of creating intellectual property and it’s incredibly hypocritical to let an intellectual property thief represent you or your work in any way, once you have been made aware of this situation. If you have a book listed with this outfit (and if you’re not sure, email me at indieauthor @ gmail dot com and I’ll share the name of the company) I urge you to immediately remove your books from their listings and demand your money be refunded, and then spread the word about this company to all your author friends.

 

How Do I Sell My Book? 6 Tips for New Authors

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This post by Anne R. Allen originally appeared on her blog on 3/22/15.

Ruth and I get lots of email from fledgling authors, both indie and trad-pubbed. The majority ask pretty much the same question:

“I’ve got great reviews, I’m on social media, and I send out a newsletter—just like [my publisher/agent/a blog guru/this book I read] told me to: why isn’t my book selling? It’s been out for six months!!!”

In other words, everybody wants us to tell them how to achieve sure-fire publishing success.

But we won’t.

That’s not because we’re meanies. It’s because we are fresh out of magic spells. And our wands have been recalled to Hogwarts.

Yes, Ruth has had a number of books on the NYT bestseller list and I’ve been an Amazon bestseller.

But we couldn’t tell you exactly how a brand new author can climb up the charts right now. What we did worked for our books at the time. But times change. What worked even three months ago may not work now. Each new book, each new Amazon program change, and each new search engine algorithm change requires a different strategy.

Here’s the thing: there IS no sure-fire formula. There never was. Traditional publishers don’t have one and neither do indies.

Anybody who tells you otherwise is lying. Marketers only know what worked for certain books at a certain time.

 

Read the full post, which includes details on six specific strategies for raising your book’s visibility, on Anne R. Allen’s blog.

 

What the Art of Storytelling Can Teach Us about Marketing

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This post by Jason Kong originally appeared on The Book Designer on 3/11/15.

If you’re like many fiction authors, promoting your work does not top your list of favorite activities.

Various marketing tasks may seem foreign and difficult. Perhaps you feel hamstrung by a lack of knowledge or confidence. And to top it off, you’re under extra pressure knowing you have to sell to succeed.

The good news? Your perception of marketing is probably worse than the reality. Just because you don’t have an MBA doesn’t mean you’re at the bottom of the learning curve. In fact, you’re in better shape than you realize, thanks to one clear advantage.

Your ability to tell a darn good story.

Yes, it’s true: being a fiction writer makes you a better marketer. All that storytelling experience not only helps you create a better product, but ultimately helps you promote it.

Let’s take a closer look as to how.

 

1. Only the right readers matter

Your words come from a certain perspective, and take place in a particular world. Not everyone will want to be part of what you created.

That’s fine. In fact, that’s great.

Why? Your writing is meant for you, and others like you. There’s no use worrying about those that don’t get it.

 

Read the full post on The Book Designer.

 

How Authors Can Build Their Audience on Instagram

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This post by Adrienne Erin originally appeared on Duolit on 7/14/14.

One of the fundamental rules writers strive to follow is “show, don’t tell.”

While this is meant to prevent clunky exposition (or the dreaded exposition monologue), it’s also a great piece of advice for the modern writer on social media. Although it might seem more natural for authors to flock to word-based sites like Twitter to promote their work or build their fan base, an image-based site like Instagram can also serve as a great promotional and relational tool for writers.

Here are six ways writers can harness the power of Instagram to build their audience:

 

Find a Brand New Audience

Each social media platform attracts a unique audience. While there will always be some crossover (from Twitter users to Facebook users, and Facebook users to Instagram users), the fact remains each site meets a different need and will therefore have a different user base.

 

Read the full post, which includes five additional Instagram strategies and details of each, on Duolit.

 

The Strategic Use of Book Giveaways and How They Can Increase Earnings Potential

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This post by Jane Friedman originally appeared on her site on 1/30/15.

Over the last few months, I’ve observed a lot of chatter regarding the use of giveaways, especially for indie author book marketing and promotion. A summary of the most recent conversation can be found over at Porter Anderson’s post, ‘Who Decided Our Worth?’ Do Free Books Give Away Authors’ Value?

So, do free books hurt authors (or publishers, for that matter)? The short answer is no. For the long answer, keep reading.

 

What’s Your Funnel?

This is the key question that every strategic author needs to ask. The funnel is the path that readers take from becoming aware of you to becoming a fan.

Giveaways (or freebies) are popular for good reason; they’re a classic, frictionless way to make people aware of your work. Just about every industry has some way of using “free” to their advantage, particularly game, software, and app developers. If you can get a sufficient number of people in the door, and they like your stuff, you can sell them other things once you have some kind of trust or relationship in place.

If you’ve seen the famous Alec Baldwin speech in Glengarry Glen Ross—it’s a favorite of mine—it’s the same idea being expressed. A-I-D-A. First, get people’s attention—whether through an ad, a freebie, traditional media coverage, whatever. That creates interest. And if all goes well, you have desire and action to make a purchase later.

I don’t find it useful to discuss (or demonize) giveaways in the abstract, because unless we can tie it to a particular strategy for a particular author at a particular time, it’s impossible to evaluate it properly. If the giveaway leads to paying fans down the road, it’s smart. If the giveaway leads to no further action, then it should be reconsidered.

 

Read the full post on Jane Friedman’s site.

 

Beating the Blurb Blues – Part One

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This post by Kat Sheridan originally appeared as a guest post on Sia Mckye Over Coffee on 1/14/15.

Last week Sia wrote an article on the trials and hair-tearing frustration of writing blurbs and pitches.

Since I have a business writing blurbs/cover copy, I offered to share some quick tips to make it less frustrating.

Your blurb is your most powerful tool for enticing readers to buy your book. All the good reviews or social media shouting isn’t going to work if a reader doesn’t get excited about the book’s content. You want to lure the reader in, hook them with an intriguing setup, and land the sale by leaving questions open that can only be answered by buying the book.

First, some terminology:

Tagline/Logline: This is the quick summary on the front cover that serves as a hook. It’s usually no more than twelve words, and is best at around six words.

Pitch: Also known as the “elevator pitch” because it needs to be short enough that you can recite it to an agent/editor in the duration of an elevator ride. Aim for no more than about two or three sentences and be able to recite it without blinking. My all time favorite pitch was from Judi Fennell pitching the romance In Over Her Head: “He’s a merman and she’s afraid of the water.” Fewer than ten words. She got the contract.

 

Read the full post, which includes a simple formula for writing a fiction blurb, on Sia Mckye Over Coffee.

 

My Kindle Countdown Deal Epic Fail

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This post by Juliet Rich originally appeared on her site.

Over the Black Friday-Cyber Monday weekend, I offered The Flaming Geeks Book of Geeky Trivia for .99 on an Amazon Kindle Countdown Deal. I didn’t have tiers, so it was 99 cents the whole time until it went back up to the list price of $2.99.

As I did when I offered it as a Free Book Promotion, I only marketed it by sharing it on my personal Facebook page. I did this a couple of times during the promotion.

The results:

Free Book Promotion – ~150 free downloads (no money for me), followed up with ~5 sales immediately after the promotion ended (yay money). Plus it netted me my first review (yay review!).

Kindle Countdown Deal – no downloads, no sales, no new reviews

 

Why didn’t it work?

Reason #0 – I need to do more marketing in general. But that was true of both cases.

Reason #1 – Everyone who follows me on Facebook who wanted it already had it.

 

Read the full post, which includes four more specific reasons plus analysis, on Juliet Rich’s site.

 

What If Novels Were Treated Like Business Books?

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This post by Roger Tagholm originally appeared on Publishing Perspectives on 11/13/14.

After attending the FT Business Book of the Year ceremony in London, Roger Tagholm wonders “what if novels had subtitles like business books do?”

You could call it an overdraft of words. There seems to be an unwritten rule that business books have to have lengthy subtitles that seek to explain what the book is about. The shortlist for this week’s Financial Times McKinsey & Company Business Book of the Year Award, which was won by Thomas Piketty’s Capital in the Twenty-First Century on Tuesday night at a dinner at the Victoria & Albert Museum in London, afforded some perfect examples (though admittedly, not the winner). Deep breath. Here goes:

Dragnet Nation: A Quest for Privacy, Security and Freedom in a World of Relentless Suveillance by Julia Angwin (Times Books)

House of Debt: How They (and You) Caused the Great Recession, and How We Can Prevent It from Happening Again by Atif Mian and Amir Sufi (University of Chicago Press)

The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies by Erik Brynjolfsson and Andrew McAfee (Norton)

Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull, with Amy Wallace (Bantam Press)

If novels were treated like this, we might see:

Atonement: How Making up Stories Can Make Amends for Past Wrongs and Be a Force for Healing by Ian McEwan (Vintage)

 

Read the full post on Publishing Perspectives.

 

The Best Time Of Day To Market Your Books

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This post by Mike Lowndes originally appeared on his site on 2/5/14.

What Is The Best Time Of Day To Market Your Books?

Marketers have known for decades that people respond better to offers at different times of day and on different days of the week. But the internet has made things a whole lot more complicated, as well as opening up fresh opportunities for clever timing-based targeting. So how do you know what to send, when?

There’s plenty of research available on the subject, but a lot of it contradicts itself. In our experience your best bet is to let your target audience drive timing decisions. Here’s some guidance to help you hit the nail on the head at a time the nail actually wants to be hit.

 

When is the best time to market to your audience?

Facebook news feeds go out of date in no time. Old news gets buried and unless people are on there all the time, it’s likely they’ll miss your gems of wisdom and amazingness. The recent introduction of Story Bumping means time decay matters less than it did. But it still makes sense to post stuff on Facebook when people are most likely to see it. And the same goes for other social media. Old messages are buried fast, so it helps if you know the optimum time to release them.

Some studies suggest engagement rates are 18% higher on Thursdays and Fridays – probably because people are at the end of their tether at work, looking forward to the weekend and more inclined to take a sneaky peek at Facebook than earlier in the week. Obviously there are variations, but as a general rule posting Wednesday to Friday seems to reach the most people and generate the best response.

 

Read the full post on Mike Lowndes’ site.

 

Why Worrying about Genre is Holding You Back

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This post by Nick Stephenson originally appeared on his site on 10/29/14.

I get a lot of emails from other authors who are struggling to gain momentum on their titles. Some of these authors have dozens of books out for sale (one industrious chap even had 70+) but sales aren’t where they’d like them. The main reasons I hear about?

“My book is in an unpopular genre.” Or, “Advice about book marketing doesn’t apply to my books. They’re too obscure.”

I get it, I really do. You’ve written something totally outside of the traditional idea of BISAC codes (the genre categories the ISBN companies use) and you’re not sure there’s a market. You’re more interested in writing for yourself first. And that’s cool. But it doesn’t mean there’s no audience.

Hell, if you can get ONE person to read your book, there’s nothing stopping you from getting a thousand. Or ten thousand. Or a million. I’m yet to see a genre of book that doesn’t have an audience large enough to sustain a decent income. But you’ve got to make it easy for readers to find out about your work. And this is where the 80/20 principle comes in. Here’s what I mean:

The 80/20 rule in a nutshell: what’s the 20% of effort that leads to 80% of results? What’s the 80% of effort that leads to 20% of the results? The exact percentages are flexible, but you get the point. Here’s an example:

 

Read the full post on Nick Stephenson’s site.