Book Marketing Gazette - Vol. 1, Issue 6

Page 1

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

Volume I - Issue 6

From D’vorah’s Desk What a great time to

of the top book

be an author! Book

marketing Twit-

marketing has never

terers are auto-

been easier and the

matically tweeted along with the dai-

support has never

ly announcement about our Twitter

been greater. In this,

newspaper, The Book Marketing Dai-

our sixth issue of the

ly. Feel free to stop by and perhaps

D’vorah Lansky Publisher

Book Marketing Ga-

even click to follow so that you re-

zette, you are once

ceive the updates.

again treated to the

While you are there, check out this

knowledge and wisdom of some of

tool for your own business. What

the top book marketing experts in

topic is your audience interested in?

the world. Our contributing authors

Reread the previous strategy and

offer so much to the author commu-

consider applying it to your market.

nity, and they give with a full heart.

You’ll build incredible friendships and

Welcome to our two newest contrib-

business partnerships and provide a

uting authors —Tony Eldridge

valuable resource for the communi-

(article on page 10) and Joe Gregory ty. (article on page 4.)

Being that I receive notes of appreci-

Inside this issue: Don’t Publish to Kindle * Kathleen Gage

2

Author’s 10 Commandments * Rick Frishman

2

Why to Document Results * Lynne Klippel

3

Your Publishing Options * Joe Gregory

4

Back Covers That Sell * Roger C. Parker

5

Author Interview Series * Donna Kozik

6

Importance of Book Reviews * Sue Collier

7

The Missing Link * Judy Cullins

8

Enjoy each article in this issue and if

ation, on a daily basis, for our Book

you resonate with the message of

Marketing Daily Twitter newspaper, I

specific experts, stop by their web-

wanted to share this resource with

sites and find out more about them.

you. Currently there are 42 contrib-

You can also look for them on the

uting authors!

Valuable Free Resource * Terry Whalin

9

http://paper.li/marketingwizard/

Designing Above the Fold * Tony Eldridge

10

Successful Book Marketing * Dana Lynne Smith

11

Marketing Tips - Part Four * John Kremer

12

own, free publication.

Getting Interviewed * Caterina Rando

13

cation that allows you to create a

Enjoy! Here’s to your book market-

14

newspaper from a Twitter list!

Your Online Book Hook * Jennifer Wilkov

ing success!

15

By doing this I have built some in-

D’vorah

Power of Greeting Cards * D’vorah Lansky Book Marketing Teleseminars * Series Update

16

social networks.

How I follow book marketing experts bookmarketing on Twitter is by creating a list called

While you are on the site, you can

―book marketing‖. Whenever I meet a book marketing expert whose work I admire, I add them to this list. I also found a fantastic Twitter appli-

credible relationships, as the names

search for additional newspapers on your niche topic, and/or start your

www.BookMarketingGazette.com


Book Marketing Gazette

Page 2

3 Reasons Not to Publish A Kindle Book tion” buyer.

2. It could be a passing fad. Not likely.

this more every day.

* Currently over 850,000 titles including 107 of 111 3. You are choosing to ignore New York Times Bestsellers. one of the most important book publishing trends ever. * Amazon sells 143 Kindle

Kathleen Gage is an award winning author, speaker and entrepreneur who has owned and operated her business for titles for every 100 hardSo which side of the Kindle nearly two decades. Kathleen is copy titles. fence are you on? As I write an Internet Marketing Adviser Kathleen *Continued growth is projected the manuscript for my soon-to- for consciously focused speakGage be-released book I know I will ers, authors, coaches and conwith no end in site. be offering it both in paper- sultants who are ready to turn * You don’t need a Kindle readback and Kindle version. I their knowledge into money By Kathleen Gage er to enjoy the Kindle version. would be a fool not to. And my making products and services. Kindle eBooks are all the rage. You can quickly download the mama didn’t raise no fool. www.KathleenGage.com Authors are led to believe mak- Blackberry App. You can also access Free Kindle App for the The fact is, if you are an auwww.TheMarketingMindset.com ing your book available in a thor, or soon to be author, you StreetSmartsMarketing.com Kindle version is a must do. But iPhone as well as Kindle Apps definitely need to get into the is the Kindle version really the for your computer. Kathleen offers a self-paced, Kindle game. Unfortunately, way to go? A quick Google search will online marketing course which there are old time thinking aubring up locations for the is perfect for authors wanting Let’s look at the facts. thors and independent publishApps. to develop their online presers who will try to convince you * In 2007 there were 88,000 ence: Not everyone is convinced that otherwise. Kindle titles. www.AuthorsMarketingCircle.co the Kindle version of a book is * In 2010 there were 500,000 All you have to do is check the m/vipclub the way to go. Here are reaKindle titles. facts. And the facts are, Kindle sons not to go Kindle veris one of the most incredibly * There is 60 second worldsion. easy ways to reach your curwide deliverability. 1. Not everyone will buy rent and potential readers, the * The Kindle version is often an the Kindle version of your deliverability is fabulous and impulse purchase that satisbook. your readers are demanding fies the “instant gratifica-

Author's Marketing 10 Commandments By Rick Frishman

new readers the start of a lifelong relationship.

mandments.

Planned Television Arts, has been one of the leading book 9. Strive to create harmony publicists in America for over Remember 5. Encourage readers to conbetween what you think, say, 30 years. Rick is publisher at the market- tact you, and regard this as an and do, without crossing the Morgan James Publishing in ing of your opportunity to serve them, to line between being righteous New York. David Hancock book starts months before the help attract new readers and self-righteous. founded Morgan James in 2003 book comes out. You must plan through word of mouth, and to 10. Understand that marketing and in 2007 "MJ" published early and never stop! publicize everything you can over 130 books. Morgan James begins once you've made the offer them. 1. Always over deliver with the sale and that a mind-numbing only publishes nonfiction books and looks for authors with a content of your books, semi6. Welcome the chance to say 68 percent of all business lost nars, talks, etc. thank you and reward those is due to apathy after the sale. platform who believe in giving back. Morgan James gives a who help you. 2. Make your marketing efforts It is all about marketing. portion of every book sold to creative and consistent enough 7. Let your decisions reflect Not writing the book- it is Habitat for Humanity. to position yourself as one of harmonious short- and longwhat you do after your book (www.MorganJamesPublishing. the top authors in your field. term personal and professional is out. How much radio, TV, com) visit: goals that make you eager to Newspaper and internet marwww.RickFrishman.com for the 3. Welcome change as an opget up in the morning. keting you do! Please start 3 million $ Rolodex. portunity to find ideas and immonths before you books prove your business and your 8. Ask the people involved with For more articles by rick visit: comes out! life. your books and your business www.AuthorsMarketingCircle.co to help you keep these comRick Frishman, the founder of m/articlesbyrick 4. Make selling your books to

www.BookMarketingGazette.com


Book Marketing Gazette

Page 3

Name & Claim-Why Authors Must be Able to Document Results-used By Lynne Klippel As an entrepreneur who wants to write a book as a business building tool, the chances are strong that you are currently serving clients in some fashion. Many of you serve as coaches, consultants, trainers, healers, or professional practioners. It is important to use the credibility and skill that you have developed in your business to help you write a strong book and market it effectively. One of the most important ways you can do this is to name and claim the results that your clients or customers achieve when they work with you. Consider these examples: A career consultant might say that her clients create resumes that get them interviews even in a down economy. A corporate trainer might say that 95% of his students are able to manage their time more successfully and get more done with less stress. A parenting coach might say that she helps Moms enjoy their teenagers without arguments about undone homework or dirty socks strewn all over the house. A realtor might say that his listings close an average of 2 weeks faster than other realtors in his city. Think about your business. What results do your clients achieve when they work with you? Spend some time listing as many results as you can. Use numbers and percentages if appropriate. Then, think of three to five of your most successful clients. How did they use what you taught them to improve their lives or their careers? Write a brief case study or story about each of those clients, including where they were when you started working together, what you did for them, and the success they achieved at the end of your work together.

trate points in your book and provide proof that the methods you teach in your book are solid. They can also help you clearly articulate exactly what benefits you bring to the world. When you can name and claim the positive results you bring to your clients, you will gain confidence and write from a strong perspective. Additionally, you’ll have even more passion for serving others with the material in your book. Your ideas matter. When you are able to confidently name and claim the benefits that those ideas bring to others, you will believe that your book matters too. However, this is not a one-time-only exercise. Once your book is published, you will start to get emails from readers expressing how your book helped them. As you continue to teach your material and promote your book, the circle of the results you help to create will grow ever wider. Why not create a results file or folder? Start a running list of all the positive outcomes you help your clients and readers achieve. Not only will that material be useful for future books, it will warm your heart every time you review it. To get you started today, can you name and claim one result that you’ve produced for a customer? Share it as a comment below and we’ll celebrate it with you. **************

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

These case studies can be used to illuswww.BookMarketingGazette.com

Lynne Klippel

“Why not create a results file or folder? Start a running list of all the positive outcomes you help your clients and readers achieve. Not only will that material be useful for future books, it will warm your heart every time you review it.”


Book Marketing Gazette

Page 4

New Authors: Know Your Real Publishing Options By Joe Gregory

earn a big royalty,

There are only really 3 publishing

3. Publishing 2.0 Publishers – again, usually smaller publishers

models but lots of different names for

that have embraced new technology for both production, dis-

vanity publishing…

tribution and sales. Good publishers embracing the new rules

I. Paid For Publishing aka ―Vanity Publishing‖: If you pay someone else to publish your book it could be called

of the publishing game are able to pay much higher royalties because they no longer rely on bricks-and-mortar bookstores for their sales.

collaborative publishing, cooperative

Here’s a quick matrix from Publishing Academy that plots some

publishing, subsidy publishing or

of the main differences…

(most misleadingly of all) self publish-

Joe Gregory

ing but it’s really just vanity publishing with a more acceptable title. Some big -sounding New York and London pub-

lishers are offering ―deals‖ to new authors with a high cost attached. These ―deals‖ are really nothing more than an attempt to cash in on their name and sell an overpriced vanity package. II. Self Publishing: No matter what the vanity press says – it’s not self publishing unless you’re doing it all yourself. Obviously you may employ people to provide certain skills but you are still the publisher and the buck (or should that be book) stops with the author and only the author. This is further split into two main approaches: 1. Print-On-Demand Self Publishing – Low Risk with Good Distribution Built In (providers include LightningSource, Lulu, CreateSpace and BookSurge) 2. Print-Then-Sell Self Publishing – High Risk with No Distribution Built In (there’s no longer a good reason to publish this way unless you only plan to sell books direct) III. Mainstream Publishing: These organisations pay you for your book. There’s a lot of competition from authors here so fewer and fewer publishers are offering big (or any) advances anymore and many still insist you apply via an agent. However – they won’t expect you to pay them a penny for your book and they will expect to be sending you royalties. Mainstream publishers really fall into 3 main categories: 1. Big Publishing Houses – New York Publishers, London Publishers etc. – most aspiring authors dream of getting a huge advance from these companies. First timers should expect tiny royalties and dwindling advances. 2. Independent Publishers – usually smaller publishers that only publish a few titles per year. These companies are often specialist in nature and can provide a good start for many authors. However, they’re still crippled by the old print-then-sell rules and aggressive terms from bookshops so don’t expect to

Joe Gregory is a publisher, author and entrepreneur. He started his first business in 1997 (when he was just 19) specialising in online marketing, branding and promotion, and built it over 5 years to a 10-person consultancy with a 7-figure turnover. In 2003 he co-founded http://www.bookshaker.com which has since published well over 100 non-fiction titles. Joe is the co-author of "The Gorillas Want Bananas: the Lean Marketing Handbook for Small Expert Businesses" which shows entrepreneurs how to get more success by doing and spending less and "The Wealthy Author" which helps authors to enjoy the life they want from their writing.

www.BookMarketingGazette.com


Book Marketing Gazette

Page 5

Tips for Creating Back Covers that Sell By Roger C. Parker

tain from the advice in your

Last month, I discussed the im-

book. As always, conciseness is a ment, and writing to fit. Here's

portance of choosing nonfiction

virtue. A few convincing sentenc- what's involved:

book titles that sell and described es can be set in a larger, easierthe 8 characteristics of successful to-read, type size than a longer nonfiction titles. Now, I'd like to

message that requires use of a

address the importance of creat-

small type size.

ing back covers that sell by advancing prospective readers another step closer to buying your book.

found is a short list, i.e., 3 to 5 benefits addressed in your book.

a billboard that must attract and

be full sentences, you can just

engage the interest of prospec-

use key ideas or phrases.

tive readers, the back cover is

(However, be consistent; don't

where you provide the details

mix phrases and sentences in the

that cement the deal by remov-

same list.)

The elements of back cover sales copy

modeling. Choose books the same size as yours will be, and which contain easy-to-read text want to appear on your back

bullet points, of key ideas and/or cover. These bullet points don't have to

the one to buy.

1. Choose 2 or 3 books worth

List. The next element frequently and the graphic elements you

If the front cover of your book is

ing any doubts that your book is

used in each back cover text ele-

2. Create a word-processed document containing the words on each back cover. Copy all the words, i.e., headline or testimonial, paragraphs, lists, and author qualifications. Highlight each element, and use your

Closing argument. Often, a 1 or software's Word Count feature to 2-setence summary or call-to-

identify how many words appear

action follows the list.

in each section of the back cover.

Author qualifications. The last

3. Write to fit. Now, the fun

The starting point for preparing

major back cover element is usu- begins! Without exceeding the

sales copy that sells for the back

ally a short statement describing

original word count in each text

cover of your book is to analyze

the author's qualifications and

element, replace the original text

the different text elements that

expertise. This section should

with words, quotes, and lists that

frequently appear on the back

also include relevant links to your describe your book. This will

cover of a book. There's no uni-

book site or author site.

versal formula, but most nonfiction back covers include:

Publishing information. Space must also be left for the publish-

Engagement statement. There ers name, the book's ISBN, the

probably turn into a game that stimulates your creativity as you try to include as much information as possible without adding additional words.

are 2 ways you can engage your

book's price, and shelving infor-

prospective reader's interest on

mation (if your book is destined

Modeling the back covers of

the back copy. Option 1 is to

for retail bookstores).

books that appeal to you, and

provide a headline that targets your ideal reader and summarizes the most important reason

Back cover copy made easy

writing to fit the space available, saves you time and ensures that

One of the hardest parts of writ-

tion 2 is to use a quotation that

you'll provide your designer, ing the text for the back cover for printer, or publisher with exactly your book is figuring out how the right amount of words need-

provides the same information

much text- -i.e., how many

ed for the back cover of your

stated as a testimonial either

words- -you need for the back

book.

from a credible expert in your

cover.

they should buy your book. Op-

field or from the perspective of a "typical reader." Elaboration. In either case, the

Roger C. Parker‘s blog contains In the past, this has always been over 1,100 ideas, title reviews, a problem for me. But, I've finally and tips for planning, writing, figured out a simple way of find-

promoting, & profiting from a ing out how much copy is needed brand-building book. His latest paragraph that elaborates on the for the back cover of a book. book is #BOOK TITLE Tweet: next text element is typically a engagement statement by providing more details about the problem your book addresses, or the benefits that readers will ob-

It's really simple; it involves modeling the back covers of successful books that you like, find-

Roger C. Parker

140 Bite-Sized Ideas for Compelling Article, Book, & Event Titles.

ing out how many words are

www.BookMarketingGazette.com

“If the front cover of your book is a billboard that must attract and engage the interest of prospective readers, the back cover is where you provide the details that cement the deal by removing any doubts that your book is the one to buy.”


Book Marketing Gazette

Page 6

Author Interview Series - Donna Kozik - Write a Book in a Weekend fer to work on their own. Since my goal is coming? When I published my first book I to help as many people as possible be-

thought nothing would ever compare to

come published authors this book was a

the feeling of holding it in my hands the

way to reach them and share the infor-

first time. But now there is nothing I get

mation I have learned along the way.

more inspiration and satisfaction from

What advice can you offer to authors wanting to write their first or next book? So many people get overwhelmed about

than the photos of first time authors holding up their own books and knowing I had a part in making that happen. Lives and business have been transformed before my very eyes and getting to witness

what to include in their first book..For

Donna Kozik is the author of: Write a

the changes being a published author first time authors I recommend they write creates is indescribable. a book about something they know well Are you currently writing your next and give up the idea of a War and Peace book? What can you tell us about it? type novel. Once you publish your first

Book in a Weekend: 7 'Insider' Strategies

book and establish your confidence and

Right now my team and I are focused on

Find the Time, Choose a Winning Topic &

credibility subsequent books are much

The Gratitude Book Project series. This is

Get Your Book Done! For Coaches, Con-

easier to tackle. I call this writing ―A‖

a collection of books with hundreds of

sultants, Service Professionals & Entre-

book vs. ―THE‖ book! Once you discover

contributing co-authors celebrating the

preneurs

the process, it’s like learning how to ride

things they are grateful for. Together, we

a bicycle—you’ll never forget how.

are all working to keep gratitude in mo-

Donna Kozik

Tell us a bit about your journey. I grew up on a 200-acre dairy farm in

What advice can you offer to authors wanting to sell more books?

tion and a part of our daily awareness. But I do have another book of my own rolling around in the back of my head

northwestern Pennsylvania and now live

Most authors are aware that there is a

that will focus on the ins and outs of pub-

near the freeways and beaches of San

price ceiling on what you can sell a book

lishing options. The great thing about

Diego, where I show coaches, entrepre-

for and that the real value isn’t in the

that is I know when it’s time to sit down

neurs and others how to write their books number of sales but the number of income generating opportunities being an the "fast and easy way." I’m a former newspaper editor and senior communications specialist, and a twotime award winning book author. My Write a Book in a Weekend® event started out as a Facebook group and quickly took on a life of its own.

author creates. With that said, writing a book is a sprint and promoting it is a marathon. I think the biggest key would be to make sure you have a dedicated website for your book and have a wellwant to accomplish. (Versus throwing

they can use it to build and expand not only their credibility but their businesses as well. What inspired you to write this book?

Do you have a program or product available to help authors in any phase of the writing, publishing, or marketing of their books?

Our signature event is the Write a Book in a Weekend® virtual event. But by popular demand we have since started an in

This book shows aspiring authors how to follow through to get their books done so

a weekend.

thought out strategy to achieve what you

Please share a synopsis of your book. stuff against the wall to see what sticks.)

find the time, select a winning topic and

and write it I will be able to crank it out in

house publishing company called Done What book has inspired you most on

for You™ Publishing that handles all of

your success journey and what about

our authors publishing needs from cover

this book inspired you?

design to formatting and printing. We

Honestly, I think it was my first book, an award-winning household moving manual titled 29 Days to a Smooth Move. I was

have a variety of products that help with marketing concerns and our ezine called Book It provides information about every phase of the writing process. It’s a free

his initially started out as a kind of com-

stunned by the opportunities that opened

panion book for my weekend event. But

up as a result of that. I landed in dozens

during the process I discovered there is a

of national publications, numerous radio

whole market of individuals who are nev-

shows and became a spokesperson for

To find out more about Donna and her

er going to join in a virtual event or pre-

Sprint PCS—who would have seen that

program visit: WriteWithDonna.com

www.BookMarketingGazette.com

resource you can get, along with a free report, at http://MyBigBusinessCard.com.


Book Marketing Gazette

Page 7

The Importance of Book Reviews in Selling More Books by Sue Collier

When requests come in, send review copies

Book reviewers have a tremendous impact on publishers and writers. They decide which few of the some two hundred titles published on any given day will be reviewed. Book reviews are often regarded as the most persuasive bookbuying influence of all. Best of all, this valuable review space or electronic media time doesn’t cost you a cent. In print media, however, the ad sales department

Sue Collier

“Most authors know blogging and social media networking will help them build their author platform—and hopefully sell more books. But what else can authors do to make sure their book has an edge over the Competition?“

may attempt to convince you to place advertising. Be aware that any review medium with

within a day or two of receiving it. Include your press kit, which should minimally include a press release, an author bio, a mock review (This is a favorable review written for your book.), and a galley information sheet. After two to three weeks, contact the potential reviewer, ensuring your book has arrived and asking whether they will review the book. If you don’t get a response, follow up a couple more times, emphasizing how your book will benefit their readers.

credibility does not decide which titles it will

Continue to follow up each week until you’ve

critique on the basis of an advertising commit-

exhausted your list.

ment. Resist the overzealous salesperson who implies that an ad will influence editorial decisions—and gushes about how wonderful your book is. I also disagree with the philosophy some review publications—and websites—are adopting in which they charge a fee for reviews. There are literally hundreds of book review websites and blogs that have popped up over the past few years. Self-publishers who are willing to search for the review media whose edito-

Keep track of the favorable responses you receive and make sure you get a copy of every review—or article, story, or interview. You can use these pieces to obtain even more publicity. (Be sure to thank the reviewers.) Post the links to the reviews/stories in the media room on your website/blog, as well as social networking sites, such as Twitter, Facebook, and Goodreads.

rial interests most closely match their books will One final point: Don’t ever refuse to provide a review copy if the request seems valid. I’m conget reviews and a resulting boost in sales. The secret is to romance potential reviewers with a

tinually amazed at publishers—large and

planned and persistent campaign.

small—who feel like it’s a waste of money. This

Here are some tips:

is ludicrous! Reviews, inclusion in bibliographies, and mentions in other books continue

About two or three months before your official

to sell books year after year. Just because a

publication date, compile a list of potential re-

title is on the backlist is no reason to clamp

viewers in print, broadcast, and electronic out-

down on complimentary review copies. Just the

lets. Be sure to address your request to a per-

opposite is true.

son—by name.

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

Write a powerful letter or email, emphasizing the benefits to your reviewers’ readers, and be sure to include a picture of your book cover. (Although most sources will now accept emails, there is a group of book trade reviewers who have very specific requirements for review requests. Be sure to follow the instructions on their websites.)

Self-publishing expert Sue Collier is coauthor of The Complete Guide to Self-Publishing,5th Edition (Writer’s Digest Books, 2010) and the forthcoming Jump Start Your Books Sales, 2nd Edition (Communication Creativity, 2011). She has been working with authors and small presses for more than two decades, providing writing, editing, production, and promotions work

Follow up on all requests a week or so after

for hundreds of book projects. Visit her website

you’ve sent them out. Keep it up until you’ve

and blog at Self-Publishing Resources.

gotten a response or have sent three follow-up inquiries.

www.BookMarketingGazette.com


Book Marketing Gazette

Page 8

The Missing Link to Your Book Marketing Success By Judy Cullins

Judy Cullins

“Published and selfpublished .”

marketing will lack purpose has expanded into book marand you'll feel unable to move keting that includes my favorYour book is ready for its au- in the any direction including ite social media--LinkedIn. dience. You've joined Twitter, the right direction. Facebook and LinkedIn and Are you willing to go beyond are commenting away. These Not knowing what to do first, reading tips and make changactions seem useful, but second and next, and the es that will move your book maybe not. Without a purmany marketing options we into the 5% Club? poseful book marketing plan, have that overwhelm us, we Author of "Your Book and that includes setting goals, take the easier path, and do Business Marketing Plan," your online or offline market- little or nothing. Judy Cullins can show you ing strategies, and your promotion actions you will make What Does Goal Setting do how to implement your book for your Book and You? marketing plan in a 30during your launch and lifeminute strategy session at time plan, you may be wastWithout a boss to set our http:// ing time on low priority tacgoals, we entrepreneurs and www.bookcoaching.com/ tics that won't bring book authors are responsible for social-media.php sales. our own success. Goal setting You can also enjoy over 50 Successful authors and busi- shifts your attitude. You develop a marketing mind set blog posts on book marketing ness people all have a marthat follows the written plan. at http://bookcoaching.com/ keting plan for a launch and You treat your book as a wp/category/book-marketing/ for lifetime residual income. Follow the marketing strategy business. Now, we are getting Book Coach Judy Cullins helps somewhere! with the specific promotion you transform your book idea actions you will take for each Treating our Books as a into a helpful, entertaining, one. Self publishers need to Business and engaging book. Now you lay out a serious, committed can get far more visibility and plan of action--just like the Twenty years ago, I read Dan credibility for your business. traditional publishers demand Poynter, famous for his "Selfbefore they will accept your Author of 13 business books Publishing Manual," one of my book. Include a timetable of best guides and mentor. Like including "How to Write your what do when, and how often eBook or Other Short BookDan, I applied his advice to for the first year, and all the my first book, and the 15 oth- Fast!," and "LinkedIn Marketrest of them. Make this a lifeers--all aimed at book writing ing: 8 Best Tactics to Build time business. and marketing solutions for Book and Business Sales." Get authors and business people. fresh, free, weekly publicaWhen I coach business peoHe's still my hero. tions on book writing, self ple, my first question is, publishing, and online market"What do you want your book That's why I wrote the sequel ing at http:// to do for you? How much into his self-publishing manual, come. How to build your www.bookcoaching.com/helpcalled "Write your eBook or brand. They often hadn't writing-a-book.php Other Short Book—Fast!" I thought of this approach. No saw a trend coming of inforwonder they seem confused mational books and eBooks as to where to start and what that would brand the author to do first, second, and third. and his business. I built a book coaching business Without clarity on what your around that signature book. book will do for you first, your Now, that writing coaching www.BookMarketingGazette.com


Book Marketing Gazette

Page 9

A Valuable Free Resource for Every Writer By Terry Whalin

my requests are not accepted

system. Now I know we can't

I will often find a book re-

as well (par for the course but

give our books away to every

at least I tried). Recently I was

library but in a few cases like

looking for a new book from

this one, it makes sense. If you

one of my American Society of

donate books in my library

Journalists and Author col-

without going to this extra ef-

leagues. It was not in the li-

fort, then the books are put in

brary system so I made this

the "Friends of the Library" sec-

request and the librarian decid-

tion and sold to the public.

ed to order the book and I'm

They don't accomplish my goal

viewed or mentioned that I would like to possibly read. During some periods of my life, I would often turn to an online bookstore or a physical bookstore and purchase that book. In these tight economic times, I tend to look in a differ-

ent direction for my first course on the list for it. I wrote my author friend and she was natof action: the public library. Here's just a few of the ways I'm using my local library: I have a public library near my home which I frequent several times a week. I've discovered an amazing array of movie DVDs at the library (and many

the library, our library has an online system to "make a suggested purchase." It requires that I list the title, author, ISBN (International Standard Book Number) and the form that I would like the book (book, audio, etc) then the branch where I'd like to pick up the book if ordered. If my request is accepted, then I receive an email about it and I'm one of the first people to get the book when it gets into the system. Some of

collection. Make sure you investigate if you want to get

way that her book is getting

them into the library collection. If you want to know more

I enjoy listening to audio books

about how to sell your books

in my car and the library is a

into the public library, I have a

perfect place to find some great free teleseminar that I did with books in this category. Last

of them are some of the newest week I noticed some inexpensive audio books the Friends of releases). the Library were offering. I've I've become skilled at using been wanting to read Barbara their online catalog to request Walters' bestselling memoir, forthcoming books. If I read Ambition. I purchased the auabout a new novel which I'd dio book for the grand sum of like to read, I can often find the $3 and the audio for a Michael library has that book (or has it Connelly novel, The Fifth Witon order). I can get on the list ness that is currently on the of people to receive the new bestseller list. I bought the aubook when it is available. dio for $8--at the public library. If I look and the book isn't in

of getting them into the library

urally thrilled since I pointed a into my local library system.

one of my author friends, Max Davis who has sold his book into over 3,000 public libraries. He gives the full details in the teleseminar so I hope you will listen to it. I will probably be changing this teleseminar soon but for now it is available and a great resource to learn about selling your book into the public library. Do not overlook this valuable writing resource. Begin using it

As an author, I'm always inter-

on a regular basis and you will

ested to see if my books are in

be surprised at what you will

the public library. For my local

gain.

librarian, I asked the name of the person in charge of the collection then called her and introduced myself. I offered to send a few of my bestselling books to the library (without charge). She wanted the books to put into the collection and explained how to get them to her. I followed her instructions and a few months later my books were in the public library

Terry Whalin

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

“Do not overlook this valuable writing resource. Begin using it on a regular basis and you will be surprised at what you will gain.�


Book Marketing Gazette

Page 10

Designing Above The Fold For Blogs, E-mail, And More By Tony Eldridge Have you heard the term "Above The Fold" before? It comes from the newspaper industry. Newspapers are displayed for sale by being folded in half with only the top half of the front page visible. Publishers learned quickly that your most compelling headlines must be visible, above the fold, for newspapers to sell. Marketing mediums that you

―E-mails, websites and blogs are the

use may also have an "Above The Fold" area as well. Emails, websites and blogs are the first mediums that come to mind, but any marketing mes-

first mediums

sage that you create for public

that come to

into this category. Since blogs,

mind, but any marketing message that you create for public consumption can easily fall into this category.‖

consumption can easily fall websites and e-mails are not physically folded, where is the "Above The Fold" area?

Then your ads need to be

page without acting on the

above the fold. Is your goal to

goal you have. If some of your

grow your subscriber list?

goals are below the fold

Then your opt-in form needs

(because we should not cram

to be above the fold. Is your

all of our goals above the fold,

goal to get people to read your right?), then there are things post? Then a compelling head-

we can do to encourage people

line needs to be above the

to scroll down (or scroll right)

goal. Know what your main

to see other information. For a

goals are as you design for the very intriguing study on this, fold. Keep It Clean- Some people look at the previous point and say, "All of those things are my goals," so they try to cram everything in above the fold. Putting too much information into one space will often have the opposite effect. Readers get information overload and just click onto to another web page to read or delete your email message altogether. Having clean layout means you will have to pick and choose

take a look at study conducted by Joe Leech and Fiz Yazdi called The myth of the page fold: evidence from user testing. While it does test eye tracking as it relates to scroll bar use, it does not test call-to -action conversions (i.e., will more people sign up for your newsletter if the opt-in form is above the fold vs. below the fold). It does, however, make some very intriguing discoveries that are backed by solid testing.

When you open your e-mail,

your goals to focus on above

With a little planning and by

what do you see? Chances are

the fold.

being clear on our goals, we

that you have to scroll down to read the rest of the message. The part you see when you first open the e-mail is the

Test Your Goals- You don't have to guess what belongs above the fold. You can test it

can design some great "Above The Fold" marketing strategies for our marketing messages.

to find out exactly what needs

Tony Eldridge is the author of

to be there. That's what the

the action/adventure book,

most successful marketers do.

The Samson Effect, that Clive

For more information on test-

Cussler calls a "first rate thrill-

websites and blogs.

ing, read my previous posts,

er brimming with intrigue and adventure" and the Twitter

So, what are the considera-

Split Test Your Opt In Page For More Subscribers and

marketing book, Conducting

Using Landing Pages and

Effective Twitter Contests

"Above The Fold" area. It's anything you see without scrolling to read more information. The same is true for

tions of designing a marketing message "Above The Fold"? Know Your Goals- You may read a lot of experts who tell you what needs to be above the fold, but the truth is that they don't know what belongs above the fold in your situation. Is your goal to sell ads?

Squeeze Pages To Sell More which helps people find targeted Twitter followers. He also Books And Products. Learn Ways To Mitigate "Above The Fold" DangersThe biggest danger in the "Above The Fold" principle is that your visitors will leave the

www.BookMarketingGazette.com

shares his book marketing tips with fellow authors through his blog, Marketing Tips For Authors. You can follow him on Twitter @TonyEldridge


Book Marketing Gazette

Page 11

The Secret to Successful Book Marketing By Dana Lynn Smith When someone asked me the secret to successful book marketing, my immediate response was "lots of hard work." While that's true, a better answer to this question is "good planning and lots of hard work." In addition to making your marketing more effective, good planning will save you time and make the task more enjoyable. Here are five keys to planning for successful book marketing: 1. Educate yourself about book marketing. It's important to understand the principles of book marketing. We are fortunate in the publishing business to have many experts who share their wealth of knowledge and ideas through books, teleseminars, conferences, networks, articles, forums, blogs, ezines, and other venues.

and promotion plan will give you a blueprint for promoting your book and keep you focused on what's important. It will also guide you in how best to spend your marketing budget. Creating a book marketing plan involves big picture planning, like defining target audiences, understanding reader benefits, studying the competition, determining what channels you will sell through (online stores, retail bookstores, distributors, corporate customers, libraries, specialty retailers, foreign markets), and setting the price and wholesale discount, and determining how you will promote the book.

your monthly progress for metrics such as book sales, number of website visitors, number of articles submitted, number of Facebook friends, etc. Also, look into time-saving software and services. Spreadsheet programs like Microsoft Excel are ideal for creating lists, budgets, schedules, and databases. If you aren't familiar with spreadsheets, learn the basics (how to add and delete rows and columns, how to sort data, and basic math formulas) by reading a "dummies" book or using the help menu.

5. Budget your time and money wisely. With so many book promotion options availaA promotional plan includes ble, and a limited number of strategies and tactics for reach- hours in the day, it's important ing your target audiences. Pop- to prioritize your promotional ular book promotion activities ideas and focus your time and include article writing, social money on those tasks that are marketing, book signings, email most likely to produce results. promotions, media releases, Budget funds for book marketbook reviews, speaking, joint ing, even if it's only a modest Take advantage of these reventures, ezines, virtual book amount, and block out time on sources to shorten your learning tours, videos, blogging, your calendar each day or week curve and get great ideas for teleseminars, affiliate programs, to devote to marketing. book promotion. Many of these Amazon.com promotions, adresources are free, but I recom- vertising, radio and television Consider hiring a virtual assismend budgeting some money to interviews, book fairs, and tant or intern if your budget purchase books and courses more. permits. There are a number of that will give you a more inauthor assistants who specialize depth education in planning and 4. Get organized. You'll save in working with authors and executing your book marketing. time and be more effective if publishers, but many of them you have a convenient way to require a minimum monthly fee. 2. Understand your market. keep track of everything you To successfully sell any product, need to execute your marketing Don't be overwhelmed by the you need to understand your plan and track results. myriad of options for marketing market. Who is your ideal cusyour book. Devote some time to tomer? What are your secondDevote a day to organizing all of learning, develop a plan, get ary markets? What are their your data and files so you can organized, prioritize your procharacteristics, interests, fears, find things quickly. Set up logi- motional ideas, and then impleand motivations? Who else cal folders to store your comment one thing at a time. You reaches these same audiences? puter files and emails. Organize can do it! How is your book different from your paper files with folders and those of your competitors? Ide- three-ring binders. Set up autoally, these questions are anmatic backups for your comput- Dana Lynn Smith is a book swered before the book is writ- er. Make a list of all of your marketing coach and author of ten. The Savvy Book Marketer websites, user names, and Guides. For more book marketpasswords. 3. Have a written marketing ing tips, follow BookMarketer on and promotion plan. Twitter and get Dana's free Top Create a database of all your Some people tend to jump from contacts. Set up an electronic or Book Marketing Tips ebook one promotional activity to anpaper system for keeping track when you visit her book marother, without any clear strate- of your marketing and article keting blog. gy. A written book marketing ideas. Create a system to track

www.BookMarketingGazette.com

Dana Lynn Smith

“A promotion al plan includes strategies and tactics for reaching your target audiences‖


Book Marketing Gazette

Page 12

50 Creative Book Marketing Ideas - Part 4 - Tips #16-20 By John Kremer 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

John Kremer

the Book Marketing Update newsletter or in 1001 Ways to

camera people, receptionists,

publish a quarterly or semi-

and other employees. As he

annual newsletter featuring

wrote in the letter, ―I guaran-

reviews of your books from a

tee that once they read the

librarian's perspective.

book, you'll want me on your show.‖ And he was right. As a result to these media appearances his book became one of the top bestsellers in Canada for two years running.

Market Your Books. I hope

In this article John shares tips #16-20 from his 50 Tips series. ―I hope these ideas will help you think of new possibilities for promoting your books.‖

18. Sponsor a Column in these ideas will help you think Library Journal of new possibilities for proIf you have a number of moting your books. 16. Create Your Own Speakers Bureau One way to make your authors more available for

20. Have Your Authors Read in Libraries While many publishers already have on-going programs where their authors read and sign books in bookstores, libraries can also be an excellent place to spotlight authors. Baker & Taylor

books that would appeal to

is developing a state-by-state

libraries, you might want to

directory of libraries that have

sponsor a full-page column in

author readings (including the

Library Journal. Baker & Tay-

library name, address, library

lor, for example, sponsors the contact, auditorium size, and Literacy Clearinghouse, which

areas of interest). Mary

features new books for get-

Shapiro edits the directory.

ting people to read. Gale Re-

For more information, contact

own speakers bureau. You

search sponsors Ready Refer-

the library marketing division

can fund the bureau with your ence, which features submiscommissions from paid speak- sions from librarians on tech-

at Baker & Taylor, 652 E Main

ing engagements for your au-

niques that work for them.

water NJ 08807-0920; 908-

Gale pays librarians $50 for

218-0400.

speaking engagements with associations, groups, and businesses is to form your

thors. Matthew Bender, a legal publisher, has formed a speakers bureau for their authors. Not only do they book their authors for seminars and

each tip used in the column.

1001 Ways to Market Your

for Librarians

Books: For Authors and Pub-

Another way to promote to

book them for media inter-

libraries is to publish a news-

views.

letter targeted to them. For

Radio/TV Shows

example, Random House publishes Random Revelations, a newsletter targeted to librari-

To promote his self-published ans and written by a former librarian. This newsletter book on financial planning, The Wealthy Barber, Dave Chilton sent 20 free copies to major radio and TV shows. In the letter that accompanied the books, he told the stations to give the copies to their

John Kremer is the author of

19. Publish a Newsletter

conferences, but they also

17. Offer Free Copies to

Street, P O Box 6920, Bridge-

gives libraries advance notice of Random House's top titles. You don't have to hire someone full time to produce a newsletter. You could work with your local librarian to

www.BookMarketingGazette.com

lishers (6th Edition) as well as the developer of the 15,000 and the Ten Million Eyeballs Internet Marketing Programs and the Book Marketing Magic multimedia program. John is also the webmaster at BookMarket.com and moderator at the popular author network www.TheBookMarketingNetwo rk.com


Book Marketing Gazette

Page 13

Get Interviewed to Generate Interest in Your Book By Caterina Rando, M.A., MCC Your book gives you an opportunity to connect with media and get exposure not just for your book, but also for your services, your other products and your whole business. Start cultivating media connections; do not wait until your book comes out—start promoting your book immediately.

Caterina Rando

In order to be interviewed, the media need to know you are available! You have to pitch your ideas to get interviews. The pitch is a letter personally addressed to the writer, reporter or editor and grabs their interest. Tell them upfront why they should care about what you have to say. Let people know

“Customize a pitch to showcase the benefits you can bring to the audience. Try to connect your ideas to the community, current events or hot issues.”

you are available for follow-up interviews and questions. Make sure you include your contact information in this letter.

What makes you an expert on [your topic]? How did you start out doing [your expertise]? What do you really want our listeners to know about this [book/chapter topic]? What can our listeners do to get started right away on___? What are the biggest mistakes you see with ___? How can people not get discouraged when they are ___? What are some of the biggest challenges you have seen with ___? What resources do you suggest for people that want to learn more about ___? How can our listeners get in touch with you?

Customize a pitch to showcase the benefits you can bring to the audience. Try to connect your ideas to the community, current events or hot issues. For example, an image consultant could pitch an interview that helps people looking for work use acces-

―Why is this book/chapter important today?‖ Here are some sites you use to find out who needs your expertise:

sories they already own to upgrade their job inter-

www.helpareporterout.com. Sign up to receive an

view attire.

email summary of requests from reporters, journal-

Create ten sample questions for interviews. Make sure you keep the questions under one typed page.

ists, writers and TV and radio shows who are looking for people to interview.

By sending a list of questions, you help save the

www.pitchrate.com. The site sends out daily emails

host time since he or she does not have to do any

with journalist requests for sources for their articles

research. You make it easy for the host to interview

and other projects. In addition, radio, article sub-

you, and the host will more likely choose you over

mission and blogging opportunities show up here as

someone who has not provided questions. In addi-

well.

tion, you can give the host only those questions that showcase your business and expertise, so that you are seen in the best possible light by the audience.

Your host wants a good interview and wants both of you to sound good to the audience. Most hosts will not attack you unless they are known for creating controversy or have a combative style. If you are

Use your chapter to formulate questions; create a

stumped by a host’s question, stay cool and answer

question related to each part of your chapter. For

his or her questions calmly and professionally. On

example, if your chapter is about networking, you

the other hand, you can say you do not know about

could give the host several questions on how to use

that but what you do know is … (back to your talk-

social media for networking, how to create an online

ing points).

profile that captures people’s attention and how to keep your online network updated.

Caterina Rando, MA, MCC, is the founder of THRIVE Publishing™, a business strategist and author of

After each question, include the amount of time you

many information products, including the national

need to answer this question. This will help the host

best seller, Learn to Power Think.

schedule the questions around things like announcements and commercials. For example, ―Answer takes 90 seconds.) Here are some sample questions to provide hosts: Why is this book/chapter important today?

Visit her website at http://www.thrivebooks.com to download your free e-book How to Use Your Book to Build Your Business. If you would like help with your self-publishing, THRIVE Publishing™ would like to be your partner. Caterina can be reached at 415668-4535 or via email at cat@thrivebooks.com.

www.BookMarketingGazette.com


Author Interview Series

Page 14

Use Your Book As Your Hook Online By Jennifer S. Wilkov

network. The more you do this, the more you’ll learn the nuances of using a social

As authors and writers, we’re always

network to tell others about your book.

learning about resources and industry

Then it will be much easier for you to use

tools that we can use to improve our book

your book as your hook online as well as

project performance and the enjoyment of

in person.

our writing and marketing experiences.

Jennifer S. Wilkov

“As authors and writers, we’re always learning about resources and industry tools that we can use to improve our book project performance and the enjoyment of our writing and marketing experiences.”

Today let’s talk about putting the power of Jennifer’s show can be heard every week on Tuesday mornings at 9am when it is social media to work for you.

broadcast on WomensRadio.com and syn-

Social media is a social experience. Just

dicated on Google News & Live365.com.

like standing on the corner of your street

Each show is archived for replay listeners

and shouting to whoever will listen to you

in different time zones and countries.

about your book, social media is the online version of this same endeavor.

Jennifer S. Wilkov: Media personality,

However, when you work with the social

host and producer of the #1 radio talk

media channels to build relationships and

show “Your Book Is Your Hook!” on Wom-

make friends, you just may find that you’ll

ensRadio. Your Book Is Your Hook! is a be speaking to those who will help you get full service consulting practice that serves your message out faster than you just authors, writers & wannabes as well as the standing on your local street corner telling

entire book publishing industry with its

others about your book.

endeavors. Best known for her popular

Facebook, Twitter, LinkedIn and YouTube as well as many others help you to leverage your marketing efforts for little or no money. All these sites are free to use as you wish. The costs may come if you choose to hire a consultant or virtual assistant to use these properly to promote your books.

weekly radio show, robust resource blog, trainings & advice, Ms. Wilkov is a private book consultant and Literary Agent Matchmaker™ as well as a best-selling, awardwinning author, an award-winning freelance writer, and a speaker and trainer who focuses on supporting first-time and seasoned writers with the essentials to become a bestseller.

You can even use tools and resources that can help you broadcast to multiple sites

www.YourBookIsYourHook.com www.JenniferSWilkov.com

with one message – and many of these are even free. So the author who says I have no money to market should really be saying I’m not taking the time to market since for each of these sites – no money is required. Social media may be a mystery; however, the best way to begin is to pick one and get you and your book set up on that one

www.BookMarketingGazette.com


Book Marketing Gazette

Page 15

The Power of the Handwritten Greeting Card By D’vorah Lansky The art of writing good old-

ness environment. There is nothing like a handwritten

you that sending personally written greeting cards has played a large part in their success. Tom Hopkins, international sales trainer, sent ten cards a day when he was

to smile and laugh and feel good when they read your do it than to get an actual

an event.

greeting card in their hands.

Thank people for purchasing your book.

Use your card as a market-

The service that I use is a

ing piece when reaching out

company called SendOutCards

to inquire about potential

(www.CardsYouRemember.co

speaking engagements.

m). They have thousands of

of doing this, 100% of his

customers who purchase your

business came from referrals.

book from Amazon.com, you

Guinness Book of World Records as the ―World’s Greatest Salesman‖ for 12 years running, attributes his success to having sent twelve cards a year to his customer list. His customers looked forward to receiving his cards

card. There’s no better way to

Thank people for attending

shares that after three years

Joe Girard, who is listed in the

―good stuff.‖ You want people

in an online teleseminar or

While it is not possible to collect the addresses of your

in the real estate industry. He

You want to be part of the

Encourage people to enroll book study series.

ful business people of all times, they will share with

look for the ―good stuff.‖

attend a book signing.

card. If you read the stories of some of the most success-

junk, set the bills aside, and

the publication of your new book and/or invite people to

fashioned greeting cards is alive and well in today’s busi-

greeting card to announce

can program your shopping cart to require your customers mailing address when making a purchase from your website. Once you have their mailing address it will be easy for you to pop a card of appreciation in the mail. If you practice relationship

each month and when it came marketing and let your prospects and clients know that time for them to purchase a

cards to choose from and the ability to add your own photos as well as your handwriting font and signature. You are also able to send a gift with your card. From gourmet gift baskets to motivational books, they have a wide range of options to choose from. You create your card online and once you click the send button, they stamp and mail your card for you. Focus on Relationship Marketing

new automobile, who do you

you care about them, they

If you practice relationship

think they thought of?

will look forward to hearing

marketing and let your pro-

from you.

spects and clients know that

Ways Authors Can Use Greeting Cards to Increase

Send Greeting Cards, Not

Their Book Sales

Marketing Pieces in Business Envelopes

There are countless ways that as

you care about them, they will look forward to hearing from you.

an author, you can use greeting

Think about how you feel

D'vorah Lansky, M.Ed. is the

cards as tools for growing your

when you get a card from

author of Book Marketing

business, your reach and your

someone, especially when it’s

Made Easy: Powerful and

sales. You can create a card with the image of your book on the front of the card and use this branded marketing piece in a wide variety of ways. Here are just a few examples. You can:

D’vorah Lansky

Simple Strategies for Selling a heartfelt card. When you get your mail, what is the first Your Nonfiction Book Online. thing you do? It is not uncom- Connect with D'vorah at mon for mail to be opened

www.Book Marketing-

near a garbage can. The first

MadeEasy.com

thing people do is discard the

Send out your branded

www.BookMarketingGazette.com

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ~ Maya Angelou


www.BookMarketingGazette.com

Our Book Marketing Teleseminar Series has been a great hit! With 15 speakers and over 1,200 sub-

In Praise of the Book Marketing Teleseminars

scribed members, we continue to get great reviews and sign ups.

―The jam packed sessions with great content and many

This series is available on an ongoing basis at both the free, Silver level and the paid, Gold level. To find out

ideas to move forward with my project.‖ ~ Billie A Williams

more, visit: www.BookMarketingTeleseminars.com or

―This is one of the most informative and helpful series

you can register as an affiliate and promote the series

that I've ever attended!‖

with your affiliate link.

~ Julie Achterhoff

www.VibrantMarketingSolutions.com/affiliates/login

―I found the real life experience of speakers participat-

In the coming months we’ll be launching a new series

ing in the book marketing teleseminar series invalua-

and all enrolled members will receive a very special

ble. It was also great to hear from people with diverse

early bird option. Gold members receive discounts on

areas of expertise and how they candidly shared their

all future programs. For information about upgrading to

valuable insights.‖

Gold (before the price goes up) visit:

~ Stewart Kelly

www.BookMarketingTeleseminars.com/main.html

“This was a brilliant selection of authors each offering a

Please help

different perspective on marketing that the listener

spread the

could draw on depending on their individual needs.

word via the

Dvorah is an outstanding interviewer gently drawing

links above.

out a massive amount of information from her speak-

Thank you! D’vorah

ers. Thank you Dvorah for bringing us together. The small investment in the series pays huge dividends.‖ ~ Nano Pinder

www.BookMarketingGazette.com


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