Book Marketing Gazette - Vol. 1, Issue 1

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

Volume 1, Issue 1

Premiere Edition

From D’vorah’s Desk Welcome to the Book Marketing Ga- or perhaps while sip-ping a cup of coffee or tea. zette! We are very excited about this publication and know that you

Along with our regularly featured

will love the content, ideas, tips,

contributing authors, we will share

resources, interviews and articles.

articles by marketing experts and

Each month you‘ll receive cutting

Reach More Readers members on

edge content on topics such as:

a variety of topics of interest to authors and publishers.

-Developing Your Author Platform -Social Networking for Authors -Blogging Strategies for Authors -Article Marketing -Content Creation -Marketing on Amazon -Relationship Marketing -Book Reviews -Cool Tools for Authors

If you would like to recommend an article or writer, or submit an article or book review, please let us know. The best way to reach us for this purpose is to fill out the contact form at ReachMoreReaders.com

Each month the Book Marketing

Here‘s to your book

Gazette will arrive in your email

marketing success!

box as a full-color pdf file. We recom-mend that you print it off and enjoy reading it from the

All the best, D’vorah

comfort of your favorite chair

D’vorah Lansky Publisher and Executive Editor

Inside this issue: Your Author Platform Food for Thought * By Lynne Klippel

3

Social Networking * By Judy Cullins

4

Featured Social Network * AuthorsDen

4

Blogging for Authors * By Joanna Penn

5

Article Marketing

6

* By Caterina Rando Marketing on Amazon

Just a Thought - by John Kremer "Just thought I'd write a little note about book marketing.

My experience is that authors spend too much time and money asking other people to do their marketing for them. That's a big mistake. There's a place for paying people for services

publicist, not some Internet marketer.

You should always be the best salesperson for your book.

Marketing doesn't need to take all your time. Devote a half hour or an hour a day to it. Hire people to do the grunge stuff, but the key phone calls, key let-

ren-dered, but no one can market your ters, key emails should be made by you. Written by you. Impassioned by book like you can.

you." - John Kremer, author of 1001 to

No one. Not me, not some hot-to-trot

2

*By Shennandoah Diaz

Market Your Books. www.BookMarketingGazette.com

7

* By Dana Lynn Smith Relationship Marketing * By John Kremer

8

Your Marketing Plan

9

* By W. Terry Whalin Book Review Corner * Stephanie Chandler

10

Cool Tools for Authors * HootSuite

10

Reach More Readers

11

Developing Your Author Platform

Page 2

What is an Author Platform

By Shennandoah Diaz If you have written a book, or even if you haven‘t, you may have heard the term ―author platform.‖ Many authors overlook this seemingly vague and often misunderstood term. Unfortunately it is by far the most important element of your writing ca-

Shennandoah Diaz

reer, aside from the book itself.

So what is an author platform? Essentially it‘s the sum of all the little activities, publicity, and ways you reach

“A platform is comprised of many elements, including: the website (both for the author and the book itself), blogs, social media, speaking, teaching, appearances, organizational involvement (e.g. writer’s and trade groups, charities, local organizations), book signings, articles-just about any activity you can think of.”

out to and connect with your audience.

The author platform is essential because it is what sets you apart from every other author in your genre. Publishers and media look to an author‘s platform, sometimes even before they look to the content of the book itself.

The platform is what will cut through all of the millions of advertising and media messages and carry your book to readers, and in turn drive sales. If it is not a strong, active and growing platform, publishers and media will move on to the next author who does have one.

How do you develop a platform? There is an even bigger question that needs to be addressed before a platform can be developed. First you need to start by defining the audience. Who are you writing for? Who would be interested in what information you have to share? You need

to be as specific as possible

cohesive and relevant to the

in stating your target audi-

overall topic and consistent

ence. You can‘t just say

with the author‘s message.

―anyone who reads.‖ Not

Each element also needs to

everyone who reads is inter-

work together to keep your

ested in every topic on the

activities manageable and

market. Instead you need to

linked to book sales. This

hone the target down to

means sharing your blog

something like ―work from

posts on your social media,

home moms‖ or ―twenty-

promoting events through all

something executives.‖ Once

of your media channels, par-

your audience is identified,

ticipating in organizations

you can start developing

that cater to your audience,

your platform.

referring to your book and linking to the book website

Now that you have your au-

on your media, among oth-

dience, you need to define

ers.

the parameters of your platform. Using the ―twenty-

If you are still unsure about

something executive‖ audi-

the strength of your platform

ence, possible platforms in-

and how to develop it, your

clude ―tips to break the exec-

publicist is the best resource

utive ceiling,‖ ―profiles of

to help you. You might also

young achievers,‖ ―strategies

want to look at the following

for success,‖ etc. Whatever

resources:

the focus is, it needs to relate to both your audience

Christina Katz ―Get Known

and your book. If your book

Before The Book Deal‖

is about underwater basket

Jane Freidman ―There Are

weaving, you won‘t have

No Rules‖

much luck driving sales using

WritersDigest.com

a platform geared toward young executives.

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

A platform is comprised of

Shennandoah Diaz is the

many elements, including:

Business Development Assis-

the website (both for the

tant at Greenleaf Book

author and the book itself),

Group, a publisher and dis-

blogs, social media, speak-

tributor catering to independ-

ing, teaching, appearances,

ent authors and small press-

organizational involvement

es. Diaz is responsible for

(e.g. writer‘s and trade

developing white papers,

groups, charities, local or-

case studies, and other ma-

ganizations), book signings,

terials that educate authors

articles-just about any activi-

on the publishing industry

ty you can think of. However,

and the Greenleaf model.

in order to be considered part of the platform, each of these activities needs to be

www.BookMarketingGazette.com

Food for Thought

Page 3

Fears That Stop You from Marketing Your Book and How to Overcome Them

By Lynn Klippel Book marketing: Just hearing those words can strike terror into the hearts of new authors. Book marketing can seem mysterious, difficult, or downright impossible. I get calls all the time from authors who have boxes of books arriving on their doorstep and no idea what to do with them.

In my experience, there are two road blocks to successful book marketing.

The first road block is a lack of knowledge. That road block is easily resolved. There are a myriad of books, programs, coaches, and professionals who can help you learn how to market your book.

The second road block is more challenging. That road block is fear. Even if you have all the book marketing knowledge in the world, you will not be able to implement that knowledge if you are stuck in the quicksand of fear.

These fears haunt authors and keep them busy doing everything except book marketing. They sound like this: ―No one really buys books any more.

They really don‘t want to hear about my books anyway.‖ This is the fear that your book isn‘t good enough. ―I‘m too old/young, fat/thin, tonguetied, shy, or goofy to talk about my book on the stage or during an interview.‖ This fear is that you are not good enough. ―If my book marketing creates a super success, my sister, husband, best friend, or parent won‘t like it.‖ This is the fear of what will happen to your relationships if your book becomes a success.

to handle all the new demands.‖ This fear concerns new expectations that you fantasize will be overwhelming and impossible. ―If my book succeeds, my life will change dramatically. I will be stalked by the paparazzi, reporters will snoop into my past, and I‘ll have no more privacy.‖ Notice the common denominator of all these fears?

When you look at the words, you‘ll see a strong pattern of I/me/my. When these fears swirl around your mind, they encourage you to think only of yourself, your flaws, your writing, and your life.

They become like an endless tape of depressing and fear-inducing music playing in the back of your mind.

The good news is that there is a remedy to overcoming these fears. Once you feel yourself slipping into fear and not moving forward with marketing your book, turn the focus of your thoughts off of yourself and towards your reader.

Concentrate on how your book will serve your reader, how that reader will feel as he/she reads your book, and how his/ her life will be enriched by your writing.

Once you can shift your focus towards serving your reader with your book, you‘ll find renewed energy, passion, and willingness to take action to market your book. ************ 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 non-fiction books.

―I‘m too busy now. If my book succeeds, I won‘t have the capacity

www.BookMarketingGazette.com

Lynne Klippel

“Even if you have all the book marketing knowledge in the world, you will not be able to implement that knowledge if you are stuck in the quicksand of fear.”

Social Networking for Authors

Page 4

Build your Brand on LinkedIn to Build Book & Business Sales

By Judy Cullins You‘ve heard about LinkedIn. If you are in business and also want to get your book into the hands of your market, you need to learn a few tips before you leap.

1. Remember the benefits of LinkedIn. Here, after a few months, you will start to interact with possible book buyers or business people who need your service.

Judy Cullins “If you are in business and also want to get your book into the hands of your market, you need to learn a few tips before you leap.”

2. Know your purpose for being on LinkedIn before you put up a profile.

Know that you will want to update this profile a few times to get it just right for you.

3. Laser focus on your primary audiences before you invite others to connect or before you choose groups to participate in.

4. Educate yourself on common mistakes businesses make on LinkedIn. They include chasing numbers and chasing direct sales.

5. Know the group rules and purposes before you join.

7. Write a social media marketing strategy to save you time and target valuable audiences.

8. Engage with questions after you join a group. You can be a pro in one area, but still need help with certain skills.

9. Remember, LinkedIn is not for direct sales. Your goal is to interact, establish your brand, show your wisdom by helping others, and leading your readers back to your site to leave you their email when they opt-in for a freebie.

10. Coordinate marketing with your 3 best social media sites. Use Hootsuite to post 2 messages a day that also go to Facebook and your LinkedIn profile page. ************ Book Coach Judy Cullins helps you transform your book idea into a helpful, entertaining, and engaging book. Author of 13 business books including ―LinkedIn Marketing: 8 Best Tactics to Build Book and Business Sales.‖

6. Stay active three or four days a week with about 1 hour‘s time invested each day.

Featured Social Network - AuthorsDen One of the largest, most vibrant

to-face author and reader relationship where authors

online literary communities, con-

create, share, interact with each other and sell direct to

necting authors and readers is

their readers, but this time rather than taking place in a

AuthorsDen. There are currently close to 1.5 million

town square or temple it takes place online and through-

readers a month who visit AuthorsDen.

out the world.‖

Authors can reach many readers as they have the oppor- “Each month we share a Social Networking site that Autunity to share their bio, books, blog, event Web sites

thors can benefit from. Take time over the course of the

and social networks. They also have the opportunity to

month to set up your profile and become familiar with

review books and interact with others in the community.

the network. Schedule time at least once a week to ex-

Readers have the opportunity to interact, make connec-

plore, network, enhance your profile and connect with

tions, discover books and authors, and make purchases.

others.”

―AuthorsDen is focused on re-creating the historical face-

www.BookMarketingGazette.com

Blogging for Authors

Page 5

Blogs: 10 Reasons Authors Should Have One

By Joanna Penn Blogging is a few years old now, but mainly in tech and online marketing industries.

It is now taking off in publishing and writing, as authors come to understand the power of blogging.

If you don‘t have a blog yet, here‘s why you need to get blogging!

1. People can find you on the internet. Google loves blogs and regular content updates. Blog software allows you to update your blog whenever you like, creating extra pages for your website. These are indexed and over time you can build up a great internet presence so people can find you when searching.

2. Connect with likeminded people. Being a blogger opens up a new world of networking. You can connect with other authors who blog, or literary agents, publishers and communities all over the world.

3. Two way interaction and feedback. You can allow comments on your blog so people can connect with you directly by leaving a message. You can also comment on other blogs.

This allows an interaction that cannot be achieved by a static website or email.

and anything else you want page that encourages peoto use to market yourself ple to buy your book. as an author.

9. Build an audience.

5. Book promotion. Have People can subscribe to a special page for your your blog through an RSS book where you can add feed, which means you can photos, a book trailer, build a following of fans downloads of chapters and who read your work. You can build relationships with any other information these people, get direct about your book. You can feedback through comdo special blog posts; for example, an interview with ments, and see how people respond to your posts. you talking about your book, or a giveaway.

10. Build your platform.

Publishers these days want 6. Online sales channel.

You can use your blog as a a ―platform‖, meaning that place to sell your books and you have a following of people who will buy your services. If you integrate with a shopping cart or use books. If you are selfpublished, this is even a service like Smashwords more important as you will or Clickbank, you can add need to sell it yourself. links for these Buy Now Blogging enables you to pages. build this platform in terms 7. Writing practice. Blog- of a body of work, an online ging is a very dynamic way presence, knowledge of the industry and marketing, as of writing. Sometimes you will get an idea and want to well as (hopefully) some blog on it immediately. You people who are interested in what you have to say. will do some research, try to write something catchy or useful, and then post it ************** all very quickly. Sometimes you might spend a lot long- Joanna Penn is the auer on one piece, but gener- thor of the thriller novel, ally you write between 500- Pentecost, and 3 non800 words and get it out fiction books. Her webthere. If you get ―bloggers site block,‖ then chances are TheCreativePenn.com you are not interested offers information and enough in the material to inspiration on writ-ing, sustain a blog on it, so publishing and book move on!

8. Blog your book. You 4. Marketing yourself as can use your book as the an author. You can add all key material for your blog. sorts of information about Take excerpts and use yourself on your blog, inthem as posts, and then cluding photos, videos and spin off from those posts examples of your work. You into new things. This will can list your publishing get you traffic related to credits, your ebooks, artiyour topic/book subject so cles, media appearances make sure you have a sales

marketing through articles, audio podcasts and videos. Follow Joanna on Twitter @thecreativepenn

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Joanna Penn

Page 6

Article Marketing & Content Creation

Use Article Writing to Be Recognized as An Expert & Attract Clients

By Caterina Rando, M.A., MCC In today‘s marketplace, any potential client can go online, type two or three keywords into a search engine and immediately review a lifetime supply of vendors anxious to fill their requests. So how do you standout in a crowded marketplace? Stand out by writing, speaking, using video and other ways of getting your message out there.

Let‘s focus here on how to get content for writing articles to grow your business.

Caterina Rando

“Marketing your business and establishing your expertise go hand-in-hand. People want to do business with the best, and you can use tele -classes, podcasts, speaking and writing to tell the world you are the best.”

Write your way to more Success. Writing about your area of expertise is a highly effectively way to draw new clients and opportunities to you. All you have to do is sit down and write. Writing is a valuable marketing tool because people keep information. You may be called by potential clients weeks, months or even years after an article sees print because they kept the article you wrote. Write about the topics and issues that answer the challenges your potential clients have and watch your phone begin to ring. Here are a few tips for writing effectively to build your business.

article. Secrets, strategies, or solutions are all good words to include in a title. For example, ―Seven Secrets to Looking Ten Years Younger‖ or ―Ten Often Overlooked Solutions for Saving Money.‖ Remember the resource box. The most important part of the article is the resource box at the bottom where you say who you are, what you do and how people can contact you. Include a compelling reason for them to connect with you. For example, have them go to your website to download your free copy of an e-book or listen to your podcast with more tips.

Edit it. Have a professional editor review your articles once they are written. You want to be confident that everything you send out is accurate.

Use articles over and over. Once you write an article or a quick tip sheet, use it again. Send it to other publications that might be interested in it, and to members of the media. Email it to current clients and potential clients with a cover letter that says, ―In case you missed my article in XYZ publication, here is a copy for you.‖ Of Pay attention to your clients. Listen to course post your articles on your website, questions your clients ask and identify the post a link to those articles on your social issues they want addressed. What challengnetworking sites and post all or part of your es are your clients having? What challenges articles on your blog depending on length. are plaguing the industry? What innovations are you hearing about? These are all great things to write about. Keep a list, and when Marketing your business and establishing you are ready to write, review it for ideas. your expertise go hand-in-hand. People want to do business with the best, and you can use tele-classes, podcasts, speaking Start with quick tips. Start by writing a and writing to tell the world you are the helpful list of something that you know best. Choose one of these four tools that about but your clients might not. I call these ―quick tip sheets.‖ A couple of exam- you are not currently using, to start with.

Make it part of your marketing plan and ples are ―Twenty Quick Tips to Organize watch your success soar.

Your Office‖ or ―Ten Ways to Feel Better in five Days.‖ ************ Turn it into an article. To turn a quick tip sheet into an article, write an explanation or an example beneath each quick tip. Add an opening paragraph that states what problem your article solves, then add a paragraph at the bottom that tells the reader to apply what they have read—and you have a completed article.

Caterina Rando shows entrepreneurs how to build thriving businesses. She is a sought -after speaker, expert-building strategist and publisher and co-author of Incredible Business. To get your free e-book on Twenty Ways to Grow Your Business with Ease visit www.caterinar.com.

Add a benefit-focused title. Do not try to be too clever with your titles. Just tell the reader what to expect from reading your

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Marketing on Amazon

Page 7

The Secret to Getting Great Book Reviews on Amazon

By Dana Lynn Smith When consumers shop for books on Amazon.com and other online bookstores, many of them read the book reviews before they make a purchase. Even if they came to the site to buy a particular book, they may read the reviews to verify that they are making a good selection.

Positive reviews are a great selling point for all types of books, but they are especially important for nonfiction books, where consumers often compare several books on the same topic. Amazon actually encourages this, by displaying other similar books on your book's sales page.

So, what's the secret to getting great book reviews on Amazon (besides writing a great book)?

ASK people to post reviews and make it EASY for them by providing a link to your book page on Amazon.com.

Amazon is by far the largest online bookseller. Anyone who has an Amazon user name and password and has purchased any product on Amazon.com can review your book there, even if they purchased your book elsewhere or got a free review copy.

and will probably be happy to post a book review for you.

Here's a sample message: "Thanks so much for your note. I love getting feedback from readers and I'm glad that you enjoyed the book.

I would really appreciate you taking a few minutes to post your comments or a brief review on my Amazon page at www.Amazon.com/mybookpage.

Look for the "customer reviews" section about halfway down the page and click on the "create your own review" button to the right. Or, use this link to go directly to the review form: http:// yourshortlink.com.

If you're a Barnes and Noble customer, click the "write a review" button at BarnesAndNoble.com/mybookpage.

You can create a link directly to the book review form by clicking on the "create your own review" button and then using a URL shortening service to create a short link to the form. To save time, save your review request in a Word document and copy and paste it as needed, or set up an alternate signature in your email program containing this text.

Here are several easy ways to invite people to post reviews for you:

Savvy Tip: You may also want to use this message to ask for permission to use a portion of the customer's comment as a testiWhen you send out review copies monial quote on your own webto colleagues and influencers site. In your request, I suggest seeking testimonial quotes, ask pulling out the portion you want them if they will also post the to use and formatting it as a testimonial or a brief review on quote so the customer can see Amazon. exactly what it will look like.

Any time someone writes a positive review of your book, ask them to post it on Amazon. Before contacting the reviewer, check to see if they have already posted the review.

When you receive an email or other correspondence praising your book, reply with a request to post a book review on Amazon. If someone has taken the time to write to you about your book, they are obviously a fan

Another possibility is to seek out reviewers who have reviewed books on similar or related topics or in your genre on Amazon and ask them if they are interested in reviewing your book. You may be able to get the reviewer's contact information by clicking on their name and looking for their website or blog address on their Amazon profile. Anyone who has "Top 500 Reviewer" beneath their listing is an especially active reviewer.

You can ask family members and friends to post a review (or they may offer to do so), but be careful. Anyone who shares your last name (unless it's a really common name) will look like a relative. Also, you don't want the reviews to sound contrived. For example, posting something like "My friend Susan has written a great book and everyone should read it" is not a good idea. And of course you want these folks to post an honest opinion – you might ask them to write a couple of sentences stating what they liked best about the book.

Should you write a review of your own book? Maybe, but think very carefully about what to say.

I don't recommend writing a review talking about how great your book is or making a sales pitch. Doing so may turn people off or cause them to question the validity of your other reviews.

However, you might want to consider writing a "review" as a way to provide some information that's not included in the book description listed on Amazon.com. For example, you could mention your inspiration for writing the book or mention resources available on your website, such as a free sample chapter or book club discussion guide.

I suggest keeping it low key and avoiding blatant sales pitches.

Positive book reviews on Amazon and other online bookstores can boost your sales – take the initiative to ask for reviews and you'll be rewarded. ************ Dana Lynn Smith is a book marketing coach and author of The Savvy Book Marketer's Guides series of ebooks. For more tips, follow @BookMarketer on Twitter, visit Dana's blog at TheSavvyBookMarketer.com

www.BookMarketingGazette.com

Dana Lynn Smith

Page 8

Relationship Marketing for Authors Making Friends: The Essence of Marketing

By John Kremer

John Kremer

1001 Ways to Market Your Books describes more than 1000 ideas, tips, and suggestions for marketing books – all illustrated with real-life examples showing how other authors and publishers have marketed their books.

2. Be persistent. Once you've developed a database of key contacts, you must be in touch All of marketing ultimately comes down to one with them on a regular basis -- at least once a thing: creating relationships. If you don't undermonth. Tell them something new with each constand this basic principle, you will ultimately fail tact. If you ever get an opportunity to meet them as a book marketer. Indeed, you will fail in life as in person, jump at the chance. The key is continual follow-up. It makes all the difference in well. whether or not you establish a real relationship.

Think of it: What is publicity? It is simply creating 3. Create a word-of-mouth army. Since 80% relationships with people in the media who, if they like your product, idea, or service, will pass of all books are sold by word-of-mouth, your prion that information to their audience in the form mary goal in marketing your books is to create a core group of people who will spark that word-ofof reviews, interviews, stories, or notices. mouth. I like to think of these people as the officThink of it: What is distribution? It is simply cre- ers for your word-of-mouth army, because what ating relationships with bookstores, wholesalers, you ultimately want to create is an army of people talking about your book. In that army, you'll and sales representatives who will make your have privates, corporals, sergeants, lieutenants, books available to retail customers. majors, colonels, and generals. The moment someone meets one of your authors, they've self Think of it: What are rights sales? They too, are -promoted themselves to at least a corporal. If based on creating relationships with key companies and people who can exploit those rights bet- they get an autograph, count them a sergeant. If they buy ten books for other people, promote ter than you can. them to lieutenant. You get the idea. In my 1001 Think of it: What is editorial? It is simply creating Ways army, I have at least two five-star generals: Jack Canfield and Mark Victor Hansen. relationships with authors, literary agents, and other people who can bring you good material to They've earned every star. [Note: If you don't polish, design, and promote. All of book publish- like the analogy of an army, then think of it as a parade, or fan club, or party.] ing ultimately comes down to creating relationships. Indeed, all of business operates the same 4. Become a people person. At home in Fairway. field, I'm a quiet, shy fellow. Here, few people Wherever you look in business, relationships are know who I am or what I do. But when I go out to speak or to attend trade shows, I become a what make things happen: networking, the old new person -- a people person. Fortunately I boy network, the new girl network, customer enjoy that interaction with the public. If you are lists, sales reps visiting customers, publicists going to become a successful book promoter, talking with the media, luncheon meetings, conventions, trade shows, chat groups, newsletters, you, too, will have to cultivate that fun feeling blogs, and more. They all have one thing in com- when you go out into the public. If you genuinely care about people, you‗ll have no problem facing mon: Their primary purpose is to enhance comthe public. Just open your heart and let it out. munication and further relationships.

When speaking to the Women Writers of the West conference several years ago, I realized that when I talked about creating relationships, I was really talking about making friends. Because 1. Create your Kremer 100 list. Don't try to be that is what every good marketer really does: friends with thousands or millions of people. You They make friends. When you begin to think of can't do it. Focus on 100 key media and market- marketing in this way, everything about marketing books becomes more fun. Suddenly there is ing contacts (if you don't have time to focus on 100, make the database 25 or 50 people). Devel- no foreignness, no fear, no feelings of inadequaop this Kremer 100 database or list yourself. Find cy. We can all make friends. It's a talent we've had since we were little children. Use it. out what their addresses are. Also their phone numbers, fax numbers, email addresses, and John is the author of 1001 Ways to Market Your URLs. Plus their cell phone numbers, perhaps Books: For Authors and Publishers (6th Edition) even their home phone numbers. Your goal is to www.bookmarket.com/1001ways.htm as well as get to know their likes and dislikes, what moves the developer of the 15,000 and the Ten Mil-lion them, and what they look for in a good story (if Eyeballs Internet Marketing Programs and the they are media) or a good product (if they are a Book Marketing Magic multimedia program. buyer). You also want to get to know how they like to get info. Do they prefer email, fax, phone, or mail?

To help you create better relationships and market your books more effectively, here are a few basic principles you should follow.

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Every Book Needs a Marketing Plan

By W. Terry Whalin If you fail to plan, you plan to fail.

It‘s an old saying and cliché yet rooted in truth. What is your plan to market your nonfiction book? Now when many writers get this question they pile on the excuses and look around for someone else. They have fallen into the trap of someone who has written a nonfiction book. They firmly believe, ―If I build it (write it), they will come (buy it).‖ These writers firmly believe the marketing for their book is the responsibility of someone else—some publisher or some bookseller or some marketing person.

Countless times I‘ve listened to writers in my role as an acquisitions editor when they tell me about their disappointment in the results of their book sales.

Remember, when you point your finger at someone or something, four of your fingers are pointing toward you. As the author, you have the primary responsibility to continually market your book. No one else can do what you can do.

stand: for every book (fiction or nonfiction), a publisher is going to spend $50,000 to $100,000 (real dollars) to take your manuscript and turn it into a finished book. These numbers are with a modest advance to the author (say $5,000) and zero marketing dollars. These costs are production, cover design, editorial work, etc. on your book. Publishers receive thousands of submissions from would-be authors. As a part-time Fiction Acquisitions Editor at Howard Books, I was looking for six to eight fulllength novels a year—and I‘ve received over 250 submissions from individuals and literary agents. I‘ve rejected some quality fiction because of the volume and limited spots. Imagine these numbers multiplied on other editor‘s desks.

manuscript that is appropriate for a particular publisher. A big part of you may resist even creating a marketing plan. Isn‘t that why you go to a publisher instead of publishing it yourself? No, you go to a publisher to use their marketing efforts in combination with your efforts to sell more books (and to have your books in the bookstore). Publishers love authors who ―get it‖ and understand they need to roll up their sleeves and take a bit of their energy to market the books to their own network. Also, publishers always want to do more for their books, especially when they release. Yet they have 20 books to shepherd through this process—and you have a single book.

Who is going to be more passionate about the book?

It‘s you as the author—well show a little of that passion in your marketing plans for your book.

Page 9

your bookstore information. Debbie understands what most beginning (and many published authors) don‘t understand.

Finally, can you bring your publisher a deal from the beginning that will sell at least 5,000 books? It‘s not a crazy question, since 70% of special sales are something that the author begins. Put your own spin on these nonfiction ideas.

Publishers are looking for true partners in the process. A marketing plan shows that you are actively going to enter into the process of selling books.

Yes, publishers are looking for excellent storytellers, but they need authors who care about selling books.

W. Terry Whalin is a former magazine editor, book editor and literary agent. He is the author of more than 60 Let‘s pretend for a minute books including Jumpstart that you are the editor and Your Publishing Dreams: have to wade through Insider Secrets to Check out PyroMarketing by these volumes of material Skyrocketing Your Greg Stielstra, Harper to find the books for your Successand an Acquisitions, Business.

This book will list. You have two manuEditor at Morgan James help you see how you can scripts. Both manuscripts Publishing. TerryWhalin.com stir people to purchase your are excellent, fascinating stories. One manuscript has book and why mass marketing techniques are a marketing plan and the ineffective. Next, learn other doesn‘t. As the edifrom bestselling fic-tion tor, you will be held acauthor, Debbie Ma-comber. countable for your choices She has over 60 million (within the publishing novels in print. You'll enjoy Let me give you a bit of my house). It‘s a business to the ideas of Pyro-Marketing background so you see why sell books. Which manu(particularly the fourth I‘m writing about this issue. script will you choose to I‘ve published more than champion to the other edi- point of Pyro-marketing: 60 nonfiction books and for tors, the publishing execu- saving the coals or saving the data.) I heard a five years I was a book ac- tives (sales, marketing, ―rumor‖ that Deb-bie has quisitions editor. When I etc.)? Editors risk for their over a million names on her became a book editor, I authors. Your challenge is own data-base. Look at the began to understand the to prove to be worthy infor-mation she is economics of book publish- (actually more than worcollecting on her guestbook ing. It‘s important for every thy) of this risk. from each person— author to understand these including dynamics—whether they Everything that I‘m going write fiction or nonfiction. to write is based on the assumption that you‘ve Here‘s the financial inforlearned your writing craft mation that I didn‘t under- and produced an excellent

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Page 10

Book Review Corner - Book Marketing Books The Author's Guide to Building an Online Platform by Stephanie Chandler - reviewed by Lara Dolphin In this introduction to creating a presence

companion book that can in turn be exploit-

on the web, writer Stephanie Chandler ef-

ed to promote a related online business.

fectively presents good tips and techniques

Have you read a book that would be of benefit to authors who want to sell more books?

for increasing online book sales. The Au-

Writers looking for inspirational quotations

thor's Guide to Building an Online Platform

or motivational techniques should look else-

contains clearly organized chapters of infor-

where. This book is not

mation on topics such as "Setting Up Your

about loving to write or

Website," "Website Enhancement Tools,"

wanting to write but about

"Building Your Expert Status," and "Online

marketing and selling books.

Media Opportunities." At the end of the

The author's straightforward

book, the author provides a useful directory

style and the clear layout of

of resources and a concise index.

the book make this guide a quick read. Packed with sol-

Share your book marketing article or book review. Your contribution could be featured in the Gazette or at Authors Marketing Circle!

Be sure to include your book title and website for some free advertisement!

Readers already familiar with web based

id content, helpful hints, and

promotion may find the information too

interesting author inter-

basic and the book's treatment too broad.

views, The Author's Guide to

However, for someone just venturing into

Building an Online Platform

the world of online publicity and promotion,

provides a good foundation

this is an excellent primer. The author right- for writers wanting to grow ly emphasizes current marketing strategies

their online book sales.

over out-of-date methods such as book signings, which don't tend to generate high

@larakdolphin.com

volume book sales. Nonfiction writers will benefit from this book more than fiction writers. Much of the advice centers around mining business know-how to produce a

Cool Tools - Amazing Resources for Authors This month our featured ―Cool Tool‖ is HootSuite (HootSuite.com) HootSuite is a Web based application that allows you to maximize your Twitter ex-perience and makes it very easy for you to monitor your direct messages and keep an eye on any tweets and retweets that reference your Twitter name. HootSuite also makes it very easy for you to follow conversations, lists, hashtags and even specific people.

The drag and drop feature allows you to easily move individuals into list streams as well as reorder your lists. The tabbed layout takes networking to new heights.

The HootSuite tweet scheduler allows you to schedule your tweets and thus provide rich, nourishing content to your followers at any time of day or night.

Enjoy a more enriching and enjoyable Twitter experience while deepening relationships and keeping up on ―the scoop‖ by harnessing the power of HootSuite.

You can create a tabbed layout and add Tweet On, Tweet Often up to six list streams to each tab. This and Keep Track of what is can help you to segment conversations and easily keep track of what is going on. going on with HootSuite! www.BookMarketingGazette.com

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Listen to Reach More Readers Podcast www.ReachMoreReaders.com/podcast

Join in the fun at Reach More Readers www.ReachMoreReaders.com/learn

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