Book Marketing Gazette - Vol. 1, Issue 4

Page 1

Book Marketing Gazette Marketing Strategies, Tips and Reviews for Authors, Publishers and Book Marketing Experts

Volume I - Issue 4

From D’vorah’s Desk Welcome to another exciting, power- Gazette. packed issue of Book Marketing Ga-

Having made a

zette! I’m trilled to share that both

study of becoming proficient in easily

our number of subscribers and our

publishing to Kindle, I am thrilled to

contributing authors continue to in-

bring these resources to you.

crease monthly.

In addition to our focus on Kindle,

This valuable resource, packed with

you’ll find more than a dozen articles

the wisdom and experience of world

on a wide variety of book marketing

renowned marketing experts, is a

topics, in this issue of the Book Mar-

―keeper‖. You may want to print out

keting Gazette. You’ll see them listed

your Gazette each month and place

in the table of contents, to the right.

it safely in a binder or file folder for

Enjoy!

easy access. That is of course after you’ve read through and highlighted

I am so grateful to be able to bring

key points and jotted down a few

you such high quality content and so

ideas to take action on!

appreciative of both, my growing friendships and business relation-

In this issue you’ll find several mentions of publishing on Kindle. Digital books continue to gain in popu-

ships with each of these amazing authors.

larity, increased book sales and no-

If you would like to share your arti-

toriety of authors who use this plat-

cles on book marketing, for either

form to provide their readers with

the Gazette or for publication on our

easy access to their work.

blog at Authors Marketing Circle,

Check out Kathleen Gage’s article on Kindle Market Research on page 2, Kindle Publishing Made Easy by Val Waldeck (a book review), at the bot-

please let me know. You can email me or send a message via the contact form on AuthorsMarketingCircle.com

tom of page 14,

Enjoy this issue of the Gazette and

and the upcoming

consider sharing your thoughts, in-

course, which be-

sights and comments at

gins this week,

www.BookMarketingGazette.com

Book Publishing Jumpstart, which

Here’s to your book marketing suc-

you’ll find on the

cess! All the best,

back cover of this

D’vorah www.BookMarketingGazette.com

D’vorah Lansky Publisher and Editor Inside this issue: Kindle for Market Reach * Kathleen Gage

2

Front & Back Cover Matter * Lynne Klippel

3

Social Media Strategies * Judy Cullins

4

Online Community Website * Jennifer S. Wilkov

5

The Buck Starts Here Part 2 * Brian Jud

6

List Building for Authors * Joanna Penn

7

Social Media Marketing * Phyllis Zimbler Miller

8

Automate Twitter * Terry Whalin

9

What Can Your Book Do * Caterina Rando

10

Online Media Kit * Dana Lynn Smith

11

50 Marketing Tips Series * John Kremer

12

Plan in Advance * Beth Kallman Werner

13

Why Seek Publicity *Shel Horowitz

14

Recommended Reading * Kindle Publishing - Easy!

14

Take Action—Track Results * D’vorah Lansky

15

Events * Teleseminar Series

16


Book Marketing Gazette

Page 2

Using Your Kindle Book To Gain Market Reach By Kathleen Gage Looking for a new way to get in front of potential book buyers? Try your hand at publishing a Kindle book. It's one of the easiest ways to get your material published...fast!

Kathleen Gage

“If you've been dreaming of being a published author and are not yet there, Kindle is a great first step. There is virtually nothing easier.‖

I couldn't believe how simple the process was from the very first attempt. What's great is you don't need an ISBN to publish your Kindle version book. You can publish just about anything including:

     

eBooks Reports Articles Blogs Books Transcripts

author who wants to get the most traction for your published works needs to be very proactive with marketing and promotions. There's no way around this. The more you market the more visibility you get. The more visibility the more sales. The more sales the more likely readers are to visit your blog and/or website. When you optimize your sites you are prepared for visitors with an optin opportunity. Ignore setting your site up so visitors can opt-in for something and you miss lots of great opportunities. Make sure your site is ready for the traffic you generate. As you can see Kindle books serve many purposes, the most important of which is to create high quality information for your readers. Create high quality information and you set yourself up for greater success.

The fact is, if you can write it you can publish in Kindle.

**************

There are a few reasons you would publish in Kindle. One, to be published. Two, to make money. Three, to build market reach and credibility. Four, to build your opt in list.

Kathleen Gage is known as The Street

If you've been dreaming of being a published author and are not yet there, Kindle is a great first step. There is virtually nothing easier.

who are ready to turn their knowledge

You don't have to publish a full length book. Nope. You can publish information you have on your computer. It's really that simple. So no more excuses.

ing, multi media program development,

Although you can make money with Kindle you likely won't get rich. If getting rich is your main motivator you may want to rethink why you are publishing with Kindle. However, Kindle books can lead to other, more lucrative opportunities.

leen is an award winning speaker and

Smarts Marketer. Kathleen is a creative and effective Internet Marketing Advisor who works with spiritually minded coaches, speakers, authors and consultants into money-making products and services. She does this by teaching them eProduct development, Internet marketself-publishing skills, teleseminar development and developing mentoring courses that they can offer their clients. Kathbusiness owner who has hundreds of books, eProducts, teleseminars, and interviews to her credit. www.StreetSmartsMarketing.com

One of the best reasons to publish a Kindle book is for market reach and credibility. Yet, you can't simply get your Kindle book up and expect sales to flood in. Any

www.BookMarketingGazette.com


Book Marketing Gazette

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Demystifying Front and Back Matter By Lynne Klippel Have you heard the terms Front Matter and Back Matter and been wondering what they mean? Front matter refers to all the pages in a book that come in front of the manuscript. Common components of the front matter include the title page, legal or copyright page, a foreword, dedication, table of contents, acknowledgements and introduction. Conversely, the back matter includes all the pages that follow the manuscript. Back matter varies from book to book but most non-fiction books include an About the Author Page, a list of References or Recommended Resources, Index, and perhaps a Marketing page that lists products and services the Author offers which are related to the book. This list breaks down each component of the front and back matter by purpose: Title page- lists the title, author, and city of publication Legal or Copyright page- contains the copyright information, ISBN, and other publishing details. Your publisher will create this page for you. Dedication- a short statement of love and gratitude to a special someone. Many dedicate their books to spouses, children, parents, or dear friends. Acknowledgements- formal thanks to all the people who assisted in writing the book. Include your editors, cover designers, coaches, clients, and any others who helped you bring the book into the world. Foreword- a written introduction to the book by a celebrity or authority figure. These can be useful marketing tools but are not required. Table of Contents Introduction- a note to the readers from the author that sets the stage for an enjoyable reading experience.

About the Author- a biography of the author with a professional photo. This page is very important as it is used by members of the media when they want to introduce you or write about your background. References/Recommended Resourcesgives credit to any sources used in the book and may also list some of the services/products provided by the author Index- listing of all the key topics in the book along with the pages where the topic is discussed. This is optional but expected in any non-fiction books sold to academic markets or the library trade. There are professional indexers who will be delighted to go through your book after it is typeset and create the index for you. Marketing page- If you have information products like a workbook, audio program, or other material that serves your reader, you can include it at the back of the book along with a compelling invitation for readers to visit your website and download a free gift. Front and back matter is written after the manuscript is created. You’ll find that it is fairly easy to write, especially after you’ve completed your manuscript. The pages are short and follow a standard pattern. If you have questions, just review the front and back matter of a few of the books you have at home and you’ll start to see the patterns. Best-selling Author Lynne Klippel has been an author, publisher, ghost writer, and book coach since 2004. Her business, BusinessBuildingBooks.com, serves entrepreneurial authors writing nonfiction books. Are YOU ready to write your book? Take Lynne’s FREE assessment and find out if you have the requirements for author success at www.AmIReadytoWrite.com

www.BookMarketingGazette.com

Lynne Klippel

―Front and back matter is written after the manuscript is created. You’ll find that it is fairly easy to write, especially after you’ve completed your manuscript. The pages are short and follow a standard pattern.‖


Book Marketing Gazette

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Social Media Strategies for Book Marketing – are they Worth It? By Judy Cullins Is it worth my time, money, and energy to market my book with social media strategies and why?

Judy Cullins

“Make your posts compelling, professional, and inviting. Remember to ask people to leave their opinions, and get some buzz going. If you are an author, post points or tips that relate to your book.”

Before social media, it took a lot of effort, money, and time to reach our book’s best audience. We scheduled talks, press releases, and networked in person to get visibility and even credibility for the information our book shared. A lot of work, with a relatively low return on investment (ROI). In exposure numbers alone, it’s so worth participating in twitter, Facebook, and LinkedIn. For me, LinkedIn is my favorite social media marketing strategy. It serves my books and my book coaching business the best because I am able to join groups who have my primary audience in them that wants engaging writing tips along with social media expertise to get books & businesses marketed.

active groups with around 1500+ members. This is exponential, viral visibility and the increase of payoffs is exponential also. All together, this engaging writing takes me about an hour a day total for the week. When I post a blog article in the ―discussion‖ box in each group, it’s almost instant with LinkedIn’s magic. That’s a possible 75,000 eyes seeing my expertise each week. With two how-to blogs a week, that’s a possible 150,000 eyes reading my posts each week. These business people visit my site to read the article, then comment and ask questions. It’s all interactive and powerful. Of course, you must write engaging blog titles too.

It’s really not time; it’s outcome you want! What outcomesin $ do you want from your book or business? My end outcome: I want 10 or so book and social media clients per month and ongoing ―LinkedIn Marketing‖ book sales. The in between outcomes? Meeting with influential people that I like and who like what I offer and meeting with my That’s huge visibility and credibility as one ―go to‖ person because each time I audience on a regular basis to establish comment or give good tips in the groups trust, so that when they need my kind with my blog URL in the discussion box, of services, they will connect back with my LinkedIn profile visits increase expo- me. This leads to profitable joint ventures of teleseminars, twitter tweet exnentially as well as my bookcoaching web traffic surges. Outcome? With book changes and much more. writing and social media marketing, coaching business follows, as well as a Book Coach Judy Cullins helps you nice sales increase in my most popular transform your book idea into a helpful, book, "LinkedIn Marketing." How do I entertaining, and engaging book. Now know? I test with Google Analytics and you can get far more visibility and credicheck 1X a month on my Alexa.com score. Lower than a million is a good bility for your business. Author of 13 goal at first. My score now is 230,000 business books including "How to Write and my goal this year is under 100,000. your eBook or Other Short Book-Fast!," Almost there. and "LinkedIn Marketing: 8 Best Tactics How much time do I spend on LinkedIn? to Build Book and Business Sales." Get I divide my time on interacting in fresh, free, weekly publications on book LinkedIn groups, especially my own writing, self publishing, and online marbook group and writing blog copy lto keting at http:// share among my 40 groups I belong to. www.bookcoaching.com/help-writing-aBoth of these activities pay off handsomely. book.php I only participate, giving useful tips, in

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Book Marketing Gazette

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Why Building an Online Community Website Can Lead to a Stronger, More Successful Platform for Your Book On and Offline herself so she has created a whole off-shoot of resources and support for others who As authors and writers, we’re enjoy knitting too. Some of the always learning about repatterns she offers in her masources and industry tools that For example, our recent show terials are based on her books we can use to improve our guest, Carley Roney, has exabout knitters who reside in book project performance and celled with this strategy as the her fictional town of Cedar the enjoyment of our writing author of 16 books that supCove. This is yet another briland marketing experiences. port her popular websites, The- liant way to dive deep into a Today let’s talk about why Knot.com and TheNest.com. niche while at the same time building an online community create a combination of online website can lead to a stronger, Now, with the book, The Baby Bump: 100s of Secrets for Surand offline offerings to extend more successful platform for viving Those 9 Long Months, the dialogue with your readers your book on and offline. she has once again extended and serve their shared interthis proven tactic to ests with you. As a writer, you are pretty TheBump.com. Since her sites much as available as you are related to life events inchoose to be to your readers. Another way of continuing the There are plenty of ways to be cluding marriage, having a conversation online with your baby and getting a new home, in constant conversation with readers is something akin to her books become perfect gifts them. With the variety of what Stephen King has done online options today, it’s easier to give to the happy couple, on his website. One of the opwhile at the same time the gift than ever. tions on the site is to ―tour The includes a direct line into her Office‖ which is a 3D applicaThe basic website and newslet- online website community. tion that offers users a unique ter combined with your social way to get to know the man media networks make for a I’ve also done this with my behind books. Look for memogreat conversation builder belatest book, Boys Before Busirabilia from throughout Stetween you and your reader. ness: The Single Girl’s Guide to phen's career, current release But there is a bigger conversa- Having It All, where the reader points of interest, an interaction that you can facilitate be- can come into the online web- tive Map of Stephen King's yond you that involves your site community through the Maine and be sure to hunt readers getting in conversation book or find it via the online down the 10 quiz items and with each other. social media conversations answer all the questions to through our blog articles and receive an exclusive reward. An online community website through our Facebook and This is a terrific example of can lead to an explosion in Twitter accounts. Readers can how to extend yourself as an your loyal following referring simply jump into a virtual author into the conversation others to your writing and workshop with me and my co- with your readers – without books. Providing additional author, Kim Mylls, for 60 having to continually be live on resources to those who opt-in minutes any time on their own tour. With books offline leading to your site makes them feel schedule. They receive the fans and readers to his webthat they are receiving more same workbook from our work- site, Stephen can continue the from you. That leads to a larg- shop too, right through the dialogue online that may have er conversation for the reader website. This way, if we are started offline simply with a to then turn to her friends and not visiting the reader’s city book. tell them about your site too. with our live workshops inside Saks Fifth Avenue, they still However you choose to design An even greater extension of have a means to participate in the on and offline conversation your site can then be made the dialogue with us and get with your readers, be creative simply through your books. value from the extended conand congruent with what works versation beyond the book. best with your project and When you have a website towebsite. Your audience will tally dedicated to the subject To show how brand extensions love you for it and keep commatter of your book(s) that is work even further, take a look ing back for more. complete with a community at Debbie Macomber and her component, now you have a website. She has a knitting Here is a quick myth buster for much bigger opportunity to club – an online community you about this strategy before have her give your book to a that is specific to a particular we complete our discussion friend or colleague as a gift – group of her books. Debbie today: One of the essential and, in turn, pass on your admittedly is a knitting fan ―chicken and egg‖ questions in whole platform as a result.

By Jennifer S. Wilkov

Books are great calling cards that can lead your reading audience anywhere you want to take them.

www.BookMarketingGazette.com

Jennifer S. Wilkov this area is often whether to build the website community first and then write the book – or vice versa. In today’s age of book publishing, establish your platform and website first to gain a following. Then bring your book to an agent and publisher. The website will support you with your credibility and help you to attract a literary professional’s eye. Finally, one fact for those of you who have a robust website or blog community that you’re in constant conversation with now: you can’t use your book as your hook...until you have a book. ************

Jennifer S. Wilkov: Media personality, host and producer of the #1 radio talk show ―Your Book Is Your Hook!‖ on WomensRadio. Jennifer is a bestselling award-winning author who has been published five times, an award-winning freelance writer and a respected book business consultant in her business by the same name, ―Your Book Is Your Hook!‖ To connect with Jennifer visit: www.YourBookIsYourHook.com


Book Marketing Gazette

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Special Sales: The Buck Starts Here (Part Two) By Brian Jud The term special sales is commonly used to describe revenue opportunities outside of bookstores. Last month I described the opportunities for selling to non-bookstore retailers, and this month I will cover the non-retail segment.

Brian Jud

―The term special sales is commonly used to describe revenue opportunities outside of bookstores.‖

Non-retail sales. Corporations, associations, foundations, government agencies and the armed services buy books directly from publishers for use as premiums, incentives, sales promotions, for educational purposes, and sometimes for resale. The factor differentiating this segment from the retail sector is that you sell directly to buyers in these organizations. Sales are typically made in large quantities, returns are rare and payment is received more quickly. Content is king in this sector. Companies and associations want to use the information in your books to help them sell more of the products or services they offer. They use your content as a tool to increase their sales, introduce new products, educate students or motivate members or employees. Businesses. There are two areas of opportunity in the corporate setting. One is Human Resources, whose managers may seek books on retirement-planning programs or how to save money on insurance premiums by showing employees how to improve their health. Employee recognition and motivation is also a growing trend. Next, call on product or brand mangers who may use your books to introduce new products, to reward buyers for making a purchase or as a gift to customers. The company may customize your book by placing its logo on them. Contact Guy Achtzehn (guy@msgpromo.com) for a sales force to represent your titles to this segment. Associations. There are over 135,000 nonprofit membership organizations worldwide. Consider two major ways to

sell to associations. The first is termed ―cause marketing‖ where you donate a percentage of each sale to a charitable, non-profit organization to help finance their cause. The other approach is to sell books directly to the association, to be used as a premium to increase membership, or to re-sell in their bookstores. Schools. The academic marketplace is an opportune segment for publishers, one using books as a foundation for its existence. It impacts people of all ages, from pre-school through graduate school and adult education courses. Regardless of the grade, age of student, major in college or choice of home, public or private education, the need for books is ubiquitous. Government. How would you like to sell to a customer that needs your content, has virtually unlimited funds, and does not return your books? There is such as customer -- and it is your own federal government. And don’t ignore state and local agencies. Military. You can sell books domestically or overseas, to military exchanges and libraries, Department of Defense Dependent Schools, onboard ships, to retired military personnel and to the families of military personnel. Do this online and through commissaries and direct marketing. Special-sales marketing an integral part of overall marketing strategy. Simply divide non-bookstore marketing into its two component parts and you may find hundreds, if not thousands of prospective customers for your titles. ************ Brian Jud is the author of How to Make Real Money Selling Books and now offers commission sales of nonfiction, fiction, children’s titles and remainders to buyers in special markets. For more information contact Brian at P. O. Box 715, Avon, CT 06001; (860) 675-1344; Fax (860) 270-0343; brianjud@bookmarketing.com or go to www.PremiumBookCompany.com

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Book Marketing Gazette

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How Authors And Writers Can Build An Email List For Marketing By Joanna Penn Blending internet marketing and tech-phobic authors can be a challenge, but in this article I aim to bring the two together. One of the key concepts for Internet marketers is growing a targeted email list. You will frequently hear ―the money is in the list‖ and this is as true for authors as it is for internet entrepreneurs. What is list-building? You offer something of value for free in exchange for an email address. You can set up auto-responders which are automatic emails that go out directing the person to more useful information. This is permission marketing. You have given something to the person and in exchange asked permission to send them more useful information. List building is NOT list-buying. It’s the growth of your own list over time in exchange for something of value. What is the point of having a list? If you have people’s email addresses, and you are a trusted provider of useful information, people will open and read your emails. This means you can use the email list to market your books (if the list has been set up for that purpose). Imagine how powerful it is to have a list of 10,000 people and to send an email saying ―My book is available now. Click here to buy‖. This is the basis of all the Amazon bestseller campaigns which generally use other people’s lists. If you build one yourself, you have a much more targeted list and you are a trusted provider to those people. Remember, if people know, like and trust you, they are more likely to buy your book.

Related to your product/ book

that is related to what you are selling. There’s no point in giving away an ebook on finance if you want to sell romantic fiction on your blog.

Once you have that, you set up an email signup box like the one for the Author 2.0 Blueprint (top right of my site). People enter their email and then get the free product.

So I give away the Author 2.0 Blueprint, as I am selling Author 2.0 online courses. When I start list-building for the launch of my novel, I will give away the first few chapters.

It is very important to use a reputable service that:

Here are some ideas for your free giveaway:

Valuable and useful to people

manages this all for you automatically and is scalable (yes, you could have 50,000+ subscribers within a few years!)

First 3 chapters of your book, or a short story, or the first novella in a series of 3

Joanna Penn

Top 10 tips for <insert your niche here> e.g. Top 10  lets people to unsubscribe tips for growing organic tomaeasily (mandated by anti-spam toes/ Top 10 tips for writing fantasy laws)

enables you to send out broadcasts when you like as well as setting up autoresponders

enables you to manage and download your list

enables you to set up multiple lists from one account. I use Aweber which is one of the best and most highly reputable services. It is very simple to set up forms. No programming needed! It has a scalable monthly fee depending on how many names you store. If you sign up in the top right hand corner for the Author 2.0 Blueprint, this will take you through how the service works from a user point of view. After you have set up the mechanism for sign-up and a great free offer, you then drive people to the list using the usual traffic building activities like blogging & social networking.

Audio of you reading your work, or talking about the subject you are writing about

Blueprint or manual for a product – check out Gideon Shalwick’s amazing free resource on Rapid Video Blogging The most important thing to remember is… You want to be a valuable resource to people, either for information or entertainment. You do not want to be seen as a spammer. So give away great information, offer quality on a regular basis for free and people will be happy to buy from you when you have something they are interested in. Don’t send unrelated offers. Don’t abuse the list or they will unsubscribe. It’s all about respect.

Joanna Penn is the author of thriller novel, Pentecost, and 3 non-fiction books. Her website www.TheCreativePenn.com What free giveaway can offers information and inspirayou use? tion on writing, publishing and As authors, we are uniquely book marketing through artiplaced to offer some great free cles, audio podcasts and videgiveaways as we produce qual- os. View this article on JoanHow do you build a list? ity information relatively easina’s blog. Follow Joanna on You need to have something to ly. It is also very important Twitter @thecreativepenn give away for free that is: that you giveaway something

www.BookMarketingGazette.com

“One of the key concepts for internet marketers is growing a targeted email list. You will frequently hear ―the money is in the list‖ and this is as true for authors as it is for internet entrepreneurs.‖


Book Marketing Gazette

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Social Media Marketing Offers Wonderful Opportunities for Authors By Phyllis Zimbler Miller It was the best of times, it was

pelling headline does not mean

How does this help you get peo-

―Book Author.‖

ple to notice your book? Let’s

say in a LinkedIn self-publishing Instead write something such as: group you answer a question authors wanting to promote their ―Author of a YA sci fi series fea- connected to your own experithe worst of times – for book books.

The introduction of social media

Phyllis Zimbler Miller

turing a 12-year-old orphan time ence with self-publishing. Your traveler.‖ (Okay, this is just an LinkedIn photo and name autoexample.) The point is that you matically display with your com-

marketing – LinkedIn, Facebook, do not want to appeal to everyTwitter, blogging, YouTube and body in a generic way. You do other social media sites – leveled want to appeal to your target the playing field for all authors – market in a very specific way. whether traditionally published or self-published and whether with huge marketing budgets or

“Creating relationships online is the same as creating relationships offline. You share information with others, who then become interested in knowing more about you and, as you’re an author”

Joining groups on LinkedIn

with no marketing budgets.

Once you have an effective pro-

These opportunities are the best

letting you know how complete

of times. The worst of times?

your profile is), do a search in

file (which LinkedIn tells you by

Having to learn how to effective- the Groups section for groups ly use these new tools. What’s

that are about book marketing or

an author to do?

book writing topics as well as the

Start one step at a time – one social media tool at first – while

topics of your nonfiction books or the genres of your fiction books.

ment. People can click through on your name to get to your profile. And at your profile you have that compelling headline about your book. Plus, as one of your LinkedIn website links, you have a link to your book’s website. In conclusion, creating relationships online is the same as creating relationships offline. You share information with others, who then become interested in knowing more about you and, as you’re an author, what you’ve written. Word of caution: So-

reading as many blog posts, arti- Note that when you do a search

cial media marketing is NOT an

cles and books as possible to

on Groups, the group with the

overnight sensation. You have

learn more about the next steps. most members is at the top of

to put in consistent effort over

LinkedIn as your first step I recommend LinkedIn as a first

the list and the group with the

time in order to reap the benefits

least members is at the bottom

of this online marketing.

of the list. Obviously you want

step because it is most similar to to belong to the larger groups so Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has what people are already accusthat you can ―get in front of‖ an M.B.A. from The Wharton tomed to – creating a resume. more potential fans. School and is the co-founder of Now the truth is that, to get the The maximum number of groups the marketing company Miller Mosaic, LLC. The company blog most benefit out of using you can currently join on is at MillerMosaicSocialMediLinkedIn to promote your book, LinkedIn is 50, although subyou need to go beyond thinking groups don’t count towards that aMarketing.com. Her selfpublished novel ―Mrs. Lieutenof the site as a resume site. number. And you do want to ant,‖ which was a 2008 Amazon choose the option of having the Breakthrough Novel Award semiBut first start with the best regroup logos show on your profinalist, is based on her first nine sume you can. This means a weeks as an officer’s wife in the file. good headshot – one where peospring of 1970 during the Viple can see your eyes, you do Do share; don’t sell etnam War. She is also the conot have a low neckline, and you Here’s the secret sauce of all author of the Jewish holiday are smiling. book ―Seasons for Celebration‖ effective social media interacand of ―Four Comedy Screention: You share information reNext write a compelling profile lated to your book or topic; you plays.‖ Her author page on Amheadline (you have a maximum azon is at http://budurl.com/ don’t sell your book or topic. of 120 characters), and a comPZMAmazonpage

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Book Marketing Gazette

Page 9

Be Active on Twitter and Automate It By Terry Whalin

"themes" to your tweets be-

When I meet with writers at a

cause this consistency will

conference or on the phone, they will often tell me, ―No

attract your audience and help you.

one knows me or my writing." 2. Create your Twitter profile Maybe they have written a and add your photo and bio. few magazine articles but

Get more details in my free

never published a book. Or

Ebook, Mastering Twitter in

maybe they haven't published

10 Minutes or Less.

anything but want to get published. Other people have written for magazines or newspapers but never written a book (nonfiction or fiction). First a reminder: I know of no overnight successes in the publishing business. If you

3. Add a distinctive twitter background to your twitter profile. Here's a free tool to create it. 4. Use a free tool like Hootsuite to send out your tweets and also to schedule them.

have someone who appears to 5. Locate Twitter Leaders in become an overnight success, your area at Twellow. Follow then look closer at the jour-

those leaders and learn from

ney of that person. I've often

their tweets.

found they have been in the trenches for years before they achieved their dream of success. OK, with this reality check, now what can you do to begin building your visibility in the community? There is not a singular answer to this question. There are many answers.

6. Use a tool like TweetAdder to automate your twitter process of gaining followers. It is excellent and adding about 100 to 150 followers a day to my Twitter account. You can get 15% off TweetAdder by using code NICHE15.

If you don't like to tweet, then automate your content on One answer is to become acTwitter using Google Alerts. tive on Twitter. According to Select several key words and Twitter's site, as of Septempull in content to your twitter ber 14, 2010, there are 175 account. Follow these ten million users who tweet 95 steps: 1. Do you have a Gmail million times a day. Those account? If not create one. While you are signed on to numbers are right--a million. that Gmail account… 2. Go to What are you waiting for? Google Alerts 3. Select severLet's get started. al phrases that you want to 1. Who is your target auditurn on alerts 4. Leave the ence? Who do you want to Type as ―comprehensive‖ or from anywhere on the web 5. reach and with what message? It is important from the Change How Often to ―as-itbeginning to select one or two happens‖ because you want it

throughout the day and fresh 6. Change Deliver to: and select ―feed.‖ 7. When you save it, you will see the feed in Google. Notice the orange icon or the word ―feed.‖ Right click on that and copy out the feed URL because you will need it for the next step. 8. Go to Twitterfeed and log on to this free application using your twitter username and password. 9. After you log on to Twitterfeed, you are creating a new Feed. Give your feed a title and paste the RSS feed URL from Google alerts into the feed spot. 10. Click the Advanced Settings. Change ―Update Frequency‖ to every 30 minutes and post up to ―3‖ new updates at a time. This system will automatically pull content into your twitter account. It is critical to provide content, point to articles, give free resources and not to

Terry Whalin

“According to Twitter's site, as of September 14, 2010, there are 175 million users who tweet 95 million times a day. Those numbers are

engage in hard selling (buy

right--a million!

me, buy me). It’s a soft sell

What are you

approach that works on Twitter. With millions of people on

waiting for?

Twitter and using some (or

Let's get

all) of these techniques, every

started.”

writer can increase their presence and activity on Twitter. ************ W. Terry Whalin is a former magazine editor, book editor and literary agent. He is the author of more than 60 books including Jumpstart Your Publishing Dreams: Insider Secrets to Skyrocket Your Success and a Publisher at Intermedia Publishing Group. Get his free Ebook, Platform Building Ideas for Every Author.

www.BookMarketingGazette.com


Page 10

Book Marketing Gazette

Decide What You Want Your Book to Do for Your Business By Caterina Rando, M.A., MCC

Caterina Rando

Sometimes you get an idea for a book—it might be a great idea. Before you start to tap your computer keys to get it out of your head, stop and make sure it is the right book for you to write right now. The purpose of a book is to solidify your brand, elevate your expert status and attract more clients to you easily. Make sure the topic of your book does all these things. Then realize that finishing your book is the beginning of using your book to build your business—not the end. To most effectively use your book to build your business you must first get clear on what objectives you want to meet with the promotion of your book. Here are some ideas to get you started. Check off all the potential objectives that apply to you and what you want your book to do for you and your business.

“To most effectively use your book to build your business you must first get clear on what objectives you want to meet with the promotion of your book.”

What do you want your book to do for you? __Showcase my expertise and mastery of my business __ Increase my credibility with clients and potential clients __ Increase my credibility and visibility with peers in my industry __ Enhance my marketing efforts

__ Attract the attention of decision makers __ Capture the attention of the media: radio, TV, print __ Create an online presence and grow my permission-based list __ Increase my income through book sales __ Develop a workshop with the same title as the book __ Create or solidify my brand in the marketplace __ Get paid speaking engagements __ Host special events or public programs __ Get booked for more marketing speeches in places where my potential clients gather Every decision you make about your book and every action you take should support the objectives you have selected above. Refer to this list often and use it to weigh how you will spend your time and resources to grow your business. Now pick your top three objectives and create your action plan to meet them. Then come back and see what objectives you need to begin working on next, and so on.

__ Allow me to create more valuable products and services __ Make me more competitive __ Open doors to potential clients more easily __ Lead to partnering and sponsorship opportunities __ Increase my client base and referrals __ Help create profitable alliances

************ Caterina Rando, MA, MCC, is the founder of THRIVE Publishing™, as well as a business strategist and author of many information products, including the national best seller, Learn to Power Think. Visit her website at www.thrivebooks.com for more information about THRIVE Publishing books, both published and forthcoming. She can be reached at 415-668-4535 or via email at cat@thrivebooks.com.

www.BookMarketingGazette.com


Book Marketing Gazette

Page 11

Book Publicity — How to Create an Online Media Kit By Dana Lynn Smith

resolution for online use. InPress Releases – Links to clude a caption beneath your online versions of press releasIn your author and book public- photo listing your credentials or es about you, your book or ity efforts, it's critical to make author tagline. business. it easy for journalists, talk show producers and other influ- Book Covers – High resolution Media References – Nice for print and low resolution for quotes from media who have encers to quickly find everyinterviewed you or worked with thing they need to know about online use. you. you and your book. One of the Contact Information – Make best ways to do that is to crethis easy to find and include Clients Include – If you're a ate a page for the media on your email address, phone consultant, you might want to your website and blog. number, and mailing address, if post a list of important clients Online author and book publici- applicable. You can help protect (with their permission) and a your email address from few testimonial quotes from ty pages are called by several spammers by using a contact clients. names, including media room, media kit, press room or press form or some kind of encrypMany online book publicity pagtion service. kit, or they are simply labeled es contain downloadable docuas Media or Press on the site's Other elements commonly ments in PDF format, but some navigation menu. On some found on author and book pub- publicists advise just putting sites, the media page is acthe text of your media matericessed through a link from the licity pages include: als on a web page and letting About page of the site. WhatComplete Press Kit – One people copy and paste from ever you call your book publicipage or document containing there. Even when it's conventy page, just make sure it's all of your media information in ient to copy or download your clearly marked and easy to find one place. book publicity materials from from any page on your site. your website, some people will In the Media – Provide links still want you to email inforRemember, your media page to previous media coverage mation to them or even send a isn't just for the media – it's a that you've received. If you printed media kit. great place to showcase your have appeared in any major credentials and biographic inprint or broadcast media, inYour online author publicity formation for other author and clude their logos prominently page is a great promotional book publicity purposes. For on your media page. tool. If you don't already have example, you can link to your a media page on your site, get media page when introducing Audio and/or Video Clips – started now – you can always yourself to bloggers, potential Short audio or video clips of add to it over time. If you do clients and potential partners. you (preferably being interhave a media page, now is a viewed) allow potential interHere are some of the most imgood time to review and enviewers to hear or see you in portant elements to include on hance it. action. your book publicity page: ************ Interview Topics – A list of About the Author – You topics you can speak about. might create two bios, a short Drawing on her 16 years of one of about three sentences Sample Q & A – Radio stapublishing experience and de(imagine a radio announcer tions, in particular, will appreci- gree in marketing, Dana Lynn introducing you) and another ate using questions you provide Smith helps authors learn how bio about half a page long. for an interview. to promote their books through her how-to guides, one-on-one About the Book – Summary Article Topics – A list of topics coaching, blog, and newsletter. of your book, written in a news you can write about and/or For more tips, follow style without marketing hype. suggested angles for feature @BookMarketer on Twitter, stories about you. You might visit Dana's blog at Praise/Endorsements/ even provide pre-written stowww.TheSavvyBookMarketer.c Reviews – Feature any celebries or tips for the media to om, and get a copy of the Top rity quotes prominently. use. Book Marketing Tips ebook Awards – Book awards and when you sign up for her free Fact Sheet – One-page docuawards received by the author. newsletter at: ment with pertinent facts about www.BookMarketingNewsletter. your industry or book topic. Author Photos – High resolucom. tion version for print and low

www.BookMarketingGazette.com

Dana Lynn Smith

“Your online author publicity page is a great promotional tool. If you don't already have a media page on your site, get started now – you can always add to it over time.‖


Book Marketing Gazette

Page 12

50 Creative Book Marketing Ideas - (Part Two) By John Kremer

John Kremer

In this article John shares tips #6-9 from his 50 Tips series. ―I hope these ideas will help you think of new possibilities for promoting your books.‖

This article is part of the ―50 Tips‖ series which summarizes a two-hour talk I gave at the PMA Publishing University several years ago. I tried to include marketing ideas that I hadn't covered extensively in the Book Marketing Update newsletter or in 1001 Ways to Market Your Books. I hope these ideas will help you think of new possibilities for promoting your books. 6. Feature Booksellers in Your Ads

consumer waste) —thereby

display would draw immedi-

keeping 2,925 pounds of air

ate interest. I'm sure many

pollution out of the atmos-

bookstores displayed the

phere, saving 829 trees, and easel. preventing 147 cubic yards of paper from reaching the landfills. They worked with their paper supplier, Conservatree, to promote the news to the media. Westcliffe also invited booksellers to a free seminar during the ABA Convention on ―Why Recycling Is Better than Sex.‖

For a full-page advertisement for Alice Hoffman's novel, Turtle Moon, Putnam featured the following headline: ―From Moorestown, New Jersey, to Beaverton,

9. Cut Costs with Postcards When promoting a new title to your customer list, try sending a postcard. At 23¢, first class postcards are often less expensive than bulk mail—and you get address corrections returned for free! Have one side of the postcard feature a cover of

Finally, they also promoted

your book, while the other

the fact that their monthly

side features your sales

format was the largest of all

copy and a space for the

calendar publishers—

recipients name and ad-

14"x12".

dress.

Oregon, booksellers are fall-

8. Provide Booksellers

ing in love with…‖ and a

with Displays

To promote the new edition of Creative Cash, Barbara Brabec mailed out 5,000 photo of the book jacket. If you are publishing a book postcards to a customer list The rest of the ad featured laudatory quotes from major with major bookstore poten- that hadn't been cleaned in tial (be honest in judging its 18 months. Her cost: independent bookstores as $180.00 for printing plus potential), provide well as buyers from Wal$950.00 for postage. As a booksellers with posters, denbooks, Barnes & Noble, result, she received 153 ordisplays, shelf-talkers, or and several wholesalers. ders (over $2,500.00 in other in-store point-ofsales) as well as 964 ad7. Promote Your Differpurchase material. Provide dress corrections at no extra ences this material before publicacost. tion date. When publicizing your John Kremer is the author of books, look for ways that The publishers of Sue Graf1001 Ways to Market Your your books are different not ton's alphabet mystery seBooks: For Authors and Pubonly in content, but also in ries sent bookstores a card- lishers (6th Edition) as well as the developer of the form. For example, board easel announcing that 15,000 and the Ten Million Westcliffe recently promoted her latest book in the series, Eyeballs Internet Marketing their line of calendars by ―I‖ Is for Innocent, would be Programs and the Book Marketing Magic multimedia pointing out that their calen- arriving on April 6th. The program. John is also the dars were the first nationally easel featured a full-color webmaster at BookMardistributed line to be printed reproduction of the book's ket.com and moderator at on real recycled paper cover. Since Sue has an avid the popular author network www.TheBookMarketingNet (using at least 14% post fan club for the series, the work.com www.BookMarketingGazette.com


Book Marketing Gazette

Page 13

Plan in Advance to Successfully Market Your Book By Beth Kallman Werner

and demands of your book:

1) Who is your target audience? Even when a great book has multiple 2) What do readers stand to gain distribution channels in place, if no from your book? one knows about it, those books

aren't going to sell. The concept of "if you build it, they will come," is, quite frankly, BS. As you approach book marketing and promotion, keep in mind that advance planning is essential. Consider the following: 1) What are you able and willing to spend on a monthly basis?

3) What is the hook or primary theme of your book that promotions should focus on? 4) What are best channels for reaching passionate readers who will care

Beth Kallman Werner

about your book and want to buy it? 5) How is your book different and special within its genre?

Advance planning gives your book

6) What forms will you offer your

every chance to reach its highest

book in (HC, PB, eBook, audio) and

potential for success. It also helps to

which partners will best serve selling keep you calm and on top of things, so that you aren't all over the place those editions?

2) What kind of time can you devote 7) Do you have promotion materials accomplishing less vs. spending less to social media daily or weekly? (in that will brand your name along with time to accomplish more - like writthe very immediate world of SM, ing your next book! your book? Professional materials less than weekly frequency is almost help to: develop your platform, exa waste of time) pand your fan base, elevate your 3) What is your comfort level with in brand as an author, and, with en-person appearances such as speak- hanced metadata, drive increased ing engagements, signings and readings?

traffic to your site for increased book sales.

4) Are you willing to travel or do you 8) Are there ways to put your book prefer to stick with local engageout in bulk sales vs. one consumer ments?

5) What forms of media are you most comfortable with (radio interviews, video interviews, online pro-

copy at a time?

President of Author Connections, LLC. The Author Connections mission is to showcase talents and titles that deserve to shine; offering services such as professional A2Z editing and proofreading, custom marketing plans for comprehensive book

As you can see, marketing (when

approached and managed properly) motions, blogging, print ads, events, is not a willy nilly undertaking. Many etc.)? authors approach book promotion in 6) Do you have help or need an in-

************ Beth Kallman Werner is Founder and

promotion, Book Marketing Boot Camp™ Workshops, and a Simple Agent Selection Service.

For more information: Go to www.authorconnections.com tends to yield only sporadic bursts of Follow on Twitter @authorconns your efforts? book sales. Check out (and Like!) the Author 7) Are you integrating all methods Connections Facebook page at available to you, or only using bits To build steady momentum and get http://www.facebook.com/pages/ Author-Connectionsand pieces of promotion at a time? readers working FOR you, buying LLC/150685771638986. your book and recommending it to Reach Beth directly at You must consider the questions beth@authorconnections.com or others, the approach to marketing above and answer about/for yourself needs to be carefully planned with a 570-686-1214 before starting a marketing proflexible timeline and a sensible, tern or virtual assistant to support

gram. Once you have those answers figured out, then consider the needs

bursts of disjointed effort, which

practical budget.

www.BookMarketingGazette.com


Author Interview Series

Page 14

Why Seek Publicity for Your Books? By Shel Horowitz

And sometimes, publicity leads to more

Publicity is getting the word out about your product, service, and/or ideas. It brings visibility, credibility, opportunity, and sales.

Shel Horowitz

contacts that advance your career: a meeting planner contacts you to see about doing a speech, a different journalist sees the story and wants to cover you as well, a

Publicity provides the seal of approval of a

company president sees the article and

trusted outside source: a journalist. Like

decides you’re the perfect consultant to get

testimonials and awards, this third-party

that company out of a rut. In short, the

validation helps the buyer choose your

book becomes a doorway to far more lu-

book in the crowded marketplace. It also

crative ventures.

means that a lot more people hear about

Oh yes, and don’t forget that sometimes,

your book.

an article or a TV or radio interview can

When you get free publicity rather than

actually motivate people to go out and buy

pay for advertising, you give up control

that book! Especially if you make it easy by

over the content. But you have the added

including your website, your phone number

legitimacy of being chosen to represent

(toll-free is ideal), and some kind of special

your field. Because news coverage at least

offer.

pretends to be unbiased, it is more valuable than advertising; you get, in a sense, a testimonial—a disinterested, credible party who thinks you’re worthy of positive attention. Many people take news coverage more seriously than advertising—and may be more likely to be influenced by it than by a paid ad.

Which would you rather read? "Electronic Privacy Expert Releases New Book" (snore!) or "It's 10 O'Clock—Do You Know Where Your Credit History Is?" Press releases, book jackets, sellsheets, web pages from Shel Horowitz, award-winning author of Grassroots Marketing for Authors

and Publishers (and seven other books) tell And of course, you can use media quotes in "the story behind the story." your book publicity, to leverage more covSay goodbye to boring copy! Shel will write erage, and to boost Google's ranking of material so compelling that people thank your name, your site, and ultimately, your you for letting them read it. book. www.frugalmarketing.com/publishers.shtml

Recommended Reading - ―Kindle Publishing Made Easy‖ Having read close to a dozen books on the topic as well as having taken three courses on Kindle Publishing, I would like to share with you my very favorite book on the topic. Kindle Publishing Made Easy by Val Waldeck www.AuthorsMarketingCircle.com/ kindlepublishing

the formatting almost non-existent? In Kindle Publishing Made Easy, Val Waldeck makes kindle formatting and publishing tips accessible to the "average mortal".

Let's share our Kindle publications with one another. Using Val's step-by-step formatting tips, I was able to get a book up on Kindle in I actually spent time with the author, Val Wal- a matter of hours. deck, to field test the book. I am quite impressed with both the book and the author! Take a peek at "Kindle Publishing Made Easy". You and your readers will be glad you did! Have you ever purchased a Kindle book, only www.AuthorsMarketingCircle.com/ to find that the text was all scrunched up and kindlepublishing www.BookMarketingGazette.com


Book Marketing Gazette

Page 15

Take Action: Track Your Activity and Your Results By D’vorah Lansky As authors, the primary responsibility for marketing our book, is ours. While there are many things that can be done to grow your following and increase your sales, knowing where to start, putting a plan in place, and taking action are essential in order to achieve your dreams. To begin with, give thought to why it is you wrote your book, what you want to accomplish as an author, and what is your "Why" for wanting success. The key component for achieving your dream and your goals, is to have a huge, "Why". Give some thought to what your "Why" is. Why do you want to be successful? Why do you want to sell lots of books or generate income streams beyond your physical book? Is it to build the home of your dreams or take care of your elderly parents? Is it to send your children to college or build an addition onto your home to accommodate your growing family? There is no limit to what we can accomplish if we have a big enough "Why". Once you have your goal and have identified your "why", it's time to map out your plan of action. Perhaps you are the type of person who does really well with setting goals, scheduling time to focus on key tasks, and getting the job done. On the other hand, perhaps you find yourself cleaning desk drawers, running errands, checking email, and basically getting distracted from completing the tasks that would benefit you, and your book sales, the most. Here is some "food for thought" to help you to prioritize your activities and accomplish your goals:  Time invested in one area,

is time away from another. Ask yourself, "Is what I’m doing right now taking me closer to my goal?"  Prioritize people over paper. Learn how to delegate tasks that do not require your personal attention!  Track your activity and your results and take stock at the end of each week. What can you change or improve upon for the coming week?  Stop looking at your limitations, look at your possibilities!

Schwab agreed to the deal. The following day, Ivy Lee met with Charles Schwab's management Executives, spending only ten minutes with each of them. What he said to them was: "I want you to promise me that for the next ninety days, before leaving your office at the end of the day, you will make a list of the six most important things you have to do the next day and number them in their order of importance." The astonished Executives replied: "That it?"

Ivy Lee responded with: "That's it. Check off each item after finishing it, and go on to Plan each day, the night or the next one on your list. If afternoon before, by creating something doesn't get done, a "six most important things put it on the following day's to do" list. This will give you a list." Each of the Executives jumpstart on your day and agreed to follow Lee's instruckeep you focused on what is tions. Three months later, most essential. I remember Schwab studied the results when I first discovered this and was so pleased that he practice. I had just started a sent Lee a check for $35,000. new business and my to-do list was a mile long. I comHearing this story was a mapleted 10-20 tasks each day jor turning point for me in my but never felt like I was acown business. Where before complishing anything as my I would accomplish 10 or 20 master to-do list was so long. tasks and feel like I had not Then I heard the story of Ivy accomplished a thing, after Lee and it changed my life. hearing this story I began focusing on my "Six Most ImIn the early 1900s, Charles portant List". This provided Schwab, President of Bethleme with a great sense of achem Steel, wanted to increase complishment, I got more his own efficiency, and that of done and also found that I the Management Team at the had more time to enjoy life! steel company. Ivy Lee, a well-known efficiency expert Consider putting this practice of the time, approached Mr. into play in your own busiSchwab, and made a proposiness. Try it for even two tion Charles Schwab could not short weeks and be prepared refuse. Ivy Lee said that he to be amazed. I'd love to hear could increase his peoples' your results. efficiency and his company's sales if Schwab would allow D'vorah Lansky, M.Ed. is the him to spend ten minutes with author of the soon-to-be pubeach of his Executives. lished, Book Marketing Made Easy: Powerful and Simple Charles Schwab asked him Strategies for Selling Your how much it would cost him. Nonfiction Book Online. ConIvy Lee replied: "Nothing, unnect with D'vorah at less it works. After three www.AuthorsMarketingCircle.c months, you can send me a om or on Facebook at check for whatever you feel www.Facebook.com/ it's worth to you." Charles AuthorsMarketingCircle ―Six Most Important List‖

www.BookMarketingGazette.com

D’vorah Lansky

―Plan each day the night or afternoon before by creating a "six most important things to do" list. This will give you a jumpstart on your day and keep you focused on what is most essential.‖


www.BookMarketingGazette.com

Our Book Marketing Teleseminar Series has been a great hit! With 15 speakers and over 1,200 subscribed members, we continue to get great reviews and sign ups. This series is available on an ongoing basis at both the free, Silver, level and the paid, Gold, level. To find out more, visit: www.BookMarketingTeleseminars.com or you can register as an affiliate and promote the series with your affiliate link. www.VibrantMarketingSolutions.com/affiliates/ login In the coming months we’ll be launching a new series and all enrolled members will receive a very special early bird option. Gold members will be receiving a gold member coupon which they can apply to the new series which will be focusing on the book launch process. Please help spread the word via the links above. Thank you! D’vorah

In Praise of the Book Marketing Teleseminars

―The jam packed sessions with great content and many ideas to move forward with my project.‖ ~ Billie A Williams ―This is one of the most informative and helpful series that I've ever attended!‖ ~ Julie Achterhoff ―I found the real life experience of speakers participating in the book marketing teleseminar series invaluable. It was also great to hear from people with diverse areas of expertise and how they candidly shared their valuable insights.‖ ~ Stewart Kelly “This was a brilliant selection of authors each offering a different perspective on marketing that the listener could draw on depending on their individual needs. Dvorah is an outstanding interviewer gently drawing out a massive amount of information from her speakers. Thank you Dvorah for bringing us together. The small investment in the series pays huge dividends.‖ ~ Nano Pinder

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