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Promote Your Book By A. H. Holt
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My THOUGHTS ON BOOK MARKETING - A.H.Holt, Author of five novels – Full of mystery, fast-paced action, real western heroes and a touch of romance: http://www.ahholt.com –
ahholt@ahholt.comAuthors can be single largest determining factor in their own success or failure. Marketing – author marketing – is the answer. You must start early and never stop.
Your enthusiasm is infectious; pass it around. It’s up to you. Large publishing houses only invest their marketing money in known names who will recoup their investments. Small presses simply don't have the resources to fund expensive ads or book tours. If you think more can and should be done to market your book, roll up your sleeves and do it yourself.
You may think marketing may be too difficult for you. Effective marketing is easy. Authors have everything it takes to be great marketers. You’ll eventually learn to enjoy it.
People who come to your table in a bookstore, at a book fair, or who show up where you're speaking are there because of you. They want to see you, to hear what you have to say. They're interested. They look up to you.
Everyone loves meeting creative people and admires those who actively pursue their dreams. Your status as an author entitles you to respect and admiration. Any person you talk to may not read books in your genre, but probably knows people who do.
Some authors don't like hand-selling books and if they are self-published, have boxes of books taking up precious closet and trunk space. You should feel lucky to be published. But now that you are, you must do your level best to meet your agent's, your publisher's or your own goals for selling your books.
Your publisher has goals for your books sales. If you self-published – set your own goals. Remember you may want to publish more titles. If you or your publisher fail to recoup the significant investment of time and money invested in you and your book, they or you won't make the same mistake twice.
Some authors spend money on ads and other promotions but see little immediate return. Others are afraid to investing anything at all. By learning how to stretch your time and budget as far as possible, you can minimize your expense while maximizing your revenue.
Make presentations in schools, libraries, and any group your book appeals to. If you can buy books at a discount and resell them when you make presentations, you can make a lot more per copy. The more you make, the more you can market.
START MARKETING EARLY
Some authors hesitate to begin marketing and promoting before their books are released. Everyone needs this problem. Starting a marketing campaign after your book is released is like trying to build walls and foundation under a completed roof. Begin early and you're ahead of the curve.
Maybe you've been marketing and marketing with no visible results. Part of this may stem from expecting instant results. The majority of authors do things with little or no vision of the bigger picture. By creating a solid plan, you'll see where and how each part of your marketing fits and be able to evaluate your efforts.
Make sure people can find your books. Your publisher must be listed with Amazon, Ingram, Baker & Taylor, and others. Self-published? Your books are no different! Small presses may not have the in-house resources to pursue distribution channels—or keep adding new releases to those they have. This critical process must not be neglected. If your publisher needs help in this area, take the responsibility.
People being able to find and buy your books are what marketing is all about. You must lead your readers to your books and help them buy. Make it as easy as possible. If you are listed with major distributors, then stores should be able to order your book.
Bookstores and readers may hesitate to buy books put out by small, POD, subsidy, or self-publishers. A solid return policy, professional presentation, and good reviews from recognized sources can help. Some authors complain about their publishers' lack of promotion. Be thankful for any promotion the publisher does. It’s really up to you—no matter what your publisher does—the success of your book is up to you.
EARLY BOOK MARKETING BY THE AUTHOR
The day you sign the contract for your book---start working on your web page. Keep it simple, I'll say that again---KEEP IT SIMPLE. Do not use big graphics, frames, animation, or anything that will cause your page to load slowly. People close pages and never come back when that happens. Leave a space for a picture of the front of your book on the opening page and another on the "about you" page for your picture. When you have a picture taken by a professional photographer these days, she will offer to furnish you with a copy of the image on a disk.
Use one page of your web to give something away free. It could be free advice like this, free recipes, a copy of a booklet you write about something you are an expert in. It really does not matter what it is as long as you offer something of value. The idea is to give people a real reason and a reward to come to your web site.
Link, Link, Link to other web pages. Search for pages that coordinate with yours. Formally ask to trade links. That's not required in most cases, but it's nicer. Check all of your links regularly to make sure they are functioning. Find affiliate programs that coordinate with your web site.
Be ready to add something to your web page about once a month. Consider starting an opt-in newsletter or e-zine about one of your passions. The "button" and forms you need are available free on the web.
Answer your messages--always answer your messages. Open a free e-mail account and forward the messages from your web page email address there.
Study and compare the realities of web hosts before you sign on. Some are free and some are cheap, but not all are useful. There's so much information on the web it's mind-boggling, but it's important for you to compare performance, not only price, before you buy anything, especially something as important as your twenty-four hours a day—seven-days-a-week connection with the world.
Remember---building a web site IS NOT as easy as a click of a mouse. If you are a computer you should find someone who understands how computers work and has unlimited patience to build your site. Do not forget that paying to have your site built is not the only expense. You will want to change pages around and add to them, so the site has to be maintained.
If you decide to build your own site, publish it to your desktop first. Keep it there for about two weeks so you can tweak it and add or change content. That will also give you time to find and correct all (almost all) of your mistakes.
Spend time studying how to get your site on all of the important search engines.
Prepare a list of twenty-five of your most important search words and phrases and have them ready for when you start submitting your site to search engines.
Write a three-line introduction to your site that will make people want to open it. This will also go in your application to search engines. Find out how to write META tags. Submit your site to Yahoo Canada, it will help you get on Yahoo faster.
BUILD MAILING LISTS AS FOLLOWS:
MAKE A LIST OF THE BUSINESSES AND THE PEOPLE YOU WILL NEED TO CONTACT TO PROMOTE YOUR NEW BOOK:
Library Associations
Ask your publisher what stores will definitely list your book. Almost always, their list will begin with Amazon.com and Barnes & Noble.com then Barnes & Noble and Borders stores. They are critical outlets, but there are more bookstores than you can even imagine, even many other chain bookstores.
CHECK OUT SOME OF THESE:
REVIEWERS:
If your publisher will prepare ARC’s or advance review copies of your books ask them if they will send to a few special reviewers you especially want to review your books. If you are self-published you need ARC’s at least four months before your official publication date.
Collect the e-mail addresses of all reviewers you would like ask to review your books. As soon as you have a definite date your books will be available for review, email them a courteous message. Use the words review query in the reference line.
Ask if the reviewer will consider your book for review. Then say if you will consider my book, please respond with your preferred address and I will have my publisher send you a copy. I have been promised books in two weeks. Thank the reviewer for his or her time and sign with your name, phone, and e-mail address. Collect the addresses for future use.
DETERMINE WHAT CITIES/TOWNS YOU WILL BE ABLE TO VISIT DURING THE FIRST YEAR AFTER YOUR BOOK IS PUBLISHED.
Make a list of any conventions, conferences, or meetings you plan to attend. List family you know you will be visiting—or could plan to visit and begin to map out when you will visit each area. This will serve as a guide to when you send information to your contacts.
Go to the Internet and look up ALL of the chain bookstores in the list of towns you plan to visit. Copy and paste each store's complete address information into a list file named My Mailing List.
Be sure to get the complete information. You will pick up garbage when you copy direct from the internet site, but it much easier to remove garbage than to type all of the names, addresses, phone numbers and e-mail addresses.
SEARCH THE INTERNET FOR STATE AND NATIONAL ASSOCIATIONS OF INDEPENDENT BOOKSELLERS.
Several of these organizations have lists, or directories of booksellers, divided by state. Many have live e-mail links. Collect as many e-mail addresses of these directories as you can find. Stop and type the complete e-mail address of each association into your mailing list..
DO NOT LET YOUR MESSAGE LOOK LIKE SPAM
Make your reference line simple – I use – Western Novel. Do not include price or say "here’s where to buy" in the body of your message. Refer the addressee to your web site and display that information prominently, along with your email address and that of your publisher.
SEARCH THE INTERNET FOR NEWSPAPERS IN YOUR TARGET AREAS.
Most directories are divided by state and some have live e-mail links. Copy and paste the address, etc. for newspapers in the areas you plan to visit into your file. This information is often under the "about us" section of their web site. You will want to address your Media Release to Managing Editor, Newspaper, any street, any town with zip code. Get the telephone number of the newsroom if you can, and the e-mail. Pay particular attention to weekly newspapers. They desperately need copy.
MAGAZINES, RADIO AND TV STATIONS ARE LISTED ON THE NET.
Radio and TV contacts, mostly reached by e-mail and telephone, are easy to find. Be aware that magazines have a long lead time. They need copy as much as three months in advance of publication.
LIBRARIES AND FRIENDS OF THE LIBRARY.
These organizations will be listed under the name of your state. You may first have to find the state public library association, then libraries in the localities you will visit. Many list their the name and e-mail of their staff on their web site.
STATE PUBLISHING ASSOCIATION, LIBRARY ASSOCIATION CONFERENCES
These are listed on the Internet. These associations are also listed in print at your nearest research library. They hold annual conferences and host book fairs. These Book Fairs are attended by book distributors, publishers, librarians and booksellers, making the process of getting your book into the event well worth the effort.
BOOK FAIRS AND TRADE SHOWS
These are advertised on the internet, in magazines, newspapers, and in library directories. Investigate costs carefully. The theme of the fair or show should connect with your book somehow, no matter how tenuously. Consider teaming with other compatible authors to rent a booth.
ORGANIZATIONS AND GROUPS RELATED TO YOUR BOOK
Clubs, groups, newsletters exist for every interest. Senior citizens, students, romance readers, dancers, sports, dieters, diving enthusiasts, etc. all have organizations and meetings. Many of them have open membership and large mailing lists. Check internet directories or lists of associations, use the library, and call your local chamber of commerce.
FAMILY, FRIENDS AND ACQUAINTANCES
However you communicate with this group, and I hope it is through e-mail, send them an announcement you are going to be published, and then send an update every month including any new information, including the complete address of your new web site. Continue these up dates through the publication of your book.
After your book is published start sending updates on where you will be traveling and holding book signings and readings. At the end of each message tell your family member, friend or acquaintance that you need his or her help, and ask them to pass your good news on to their friends and family.
USE YOUR NEW MAILING LIST TO SELL BOOKS
Create an e-zine that offers useful information for readers of books similar to yours. It’s easy – write four short—no more than 300 words double spaced text articles filled with useful information for readers of books similar to yours.
Can't imagine what information you could write about? Think harder. Do you write romances? Give your readers lists of famous lovers of the past. Do you write cookbooks? Give your readers a chart for changing standard English measurements to metric or a useful list of acceptable ways to substitute ingredients in recipes. If you excel at needlecraft, write out step-by-step instructions on how to Tat or give them lists of urls of places to buy craft supplies at a discount.
Send article number one to several on-line magazines that sell items connected to your book. Offer the article free if the e-zine will include a short, concise pitch for your NEWSLETTER at the end of the article that includes your invitation to subscribe by sending a blank e-mail to your hyperlinked special newsletter e-mail address.
SET UP A NEWSLETTER PAGE AND SEARCH BUTTONS ON YOUR WEB SITE
Put your first article on your own site. File articles two through four. Sit down and write article number five. Decide now how often you want to publish a newsletter.
Mock up a copy of your proposed newsletter. Copy the format of newsletters you subscribe to.
Set up an archive for copies of your newsletters. Obtain an "opt in" device asking visitors to your web site to sign up for your free newsletter. Place it prominently on every page of your web site.
PUT ADVERTISEMENTS IN YOUR NEWS LETTER
Find five newsletters that handle complementary topics to yours, for instance for a needlework newsletter there could be no better companion than a newsletter that sells supplies. Ask to swap ads. Prepare your advertising rates, based on those of other newsletters and a special e-mail address for advertisers.
As soon as you have 1000 subscribers you will begin to get requests for advertising space. Four to six lines in a newsletter with 1000 suppliers are worth approximately $20 dollars for one insertion and approximately $100 to repeat the ad in five more issues for a total of six printings.
Are you wondering why you should write four articles but only send one to other e-zines? There will—not might, but will be weeks—months you cannot stop to write a new article. The three articles in your file can cover you when you can't find time or interest to create a new article.
DO IT YOURSELF BOOK TOUR
Scheduling a book tour requires nothing more than a computer with an internet connection and lots of determination. Decide where you want to go. Plan your travel around the location of family and friends who will let you bunk with them. If you can keep the motel costs down you can tour much longer.
Use Internet white or yellow pages to find the names and addresses of book stores within driving distance of where you'll be staying. Almost every independent bookstore has a web site. You'll find phone numbers and addresses for all chain booksellers.
USE E-MAIL
I use email as much as I can to set up signings, then use the telephone as a last resort. Contact the store manager or community relations person, tell them when you plan to be in their area, describe your book, and ask them to host a reading/signing.
Write everything about the signing in your daybook. The manager's name, the address of the store, beginning and ending times of your signing. Add the store’s phone number and any special instructions. It's hard to hang on to bits of paper or scattered information when you are traveling.
WRITE YOUR MEDIA RELEASE
Once your tour is planned don't forget to send media releases to ALL news media in the cities you will be visiting. You will find their web sites on the net and somewhere on each you will find an email address – if you do not yet have them on your mailing list.
PREPARE POSTERS
Make up at least one generic posters on 17 x 11 size slick paper with a space for the specific store, date and time. If you are going to be in the neighborhood a few days early take the store a poster. If you will only arrive at the last minute, complete the store date and time information and mail at least two to the store ten days to two weeks before your signing. Plan to arrive at least one-half hour earlier than agreed. I call the store the day before to remind them I'm coming and ask if they have any problems.
TAKE SOMETHING TO GIVE AWAY
Be sure to have a good supply of handouts. Bookmarks are best because most people will not want to stop at first and you can hand them a book mark quickly. It is also good to have a few copies of something interesting such as a copy of "HEINLEN’s RULES FOR WRITING" (find it on the internet) on plain white paper with some reviewer quotations about your novels on the back.
MAKE A FORM—ASK FOR NAMES, ADDRESSES AND E-MAILS
Ask everyone who comes to your table to give you their name and email---whether they buy my book or not. Build a fan list to announce your next book and the next one after that. Tell them you have a new book coming. Always carry a supply of books. If the store runs out, make a deal in writing to collect cash or a check for any of your books sold when you leave.
VISIT BOOKSTORES AND LIBRARIES
Make the most of your time in any new area to visit other bookstores and libraries. Make up packets with information about you and your books to give to book store owners and acquisitions directors in libraries. Give the librarians some bookmarks. If they have your books offer to sign them. Remember that making money is never the primary object of a book tour or of any book signing. Meeting readers and making sure readers and booksellers know your books exist are the real goals.
MAKE SURE YOU CAN BE FOUND ON THE WEB
There are perhaps more myths and legends about how to get your web site ranked well on the search engines than any other subject on the Internet. It is tempting to go to the various newsgroups, mailing lists and discussion forums that are frequented by webmasters to ask questions about search engine ranking. It’s difficult, but keep working at it.
HOW CAN YOU FIND THE CORRECT INFORMATION?
First, you should know there really are much more effective means of driving traffic to your site than worrying about the search engines. Most of them rank by the quality and freshness of information on your site.
KEEP YOUR WEB SITE UP-TO-DATE
need free articles from people like you.
b. Websites - webmasters want content-rich web sites. They also need your articles.
TAKE THE FOLLOWING STEPS TO IMPROVE YOUR RANKING AND GET MORE HITS ON YOUR WEB SITE
3. Submit your articles to the article announcement lists. Here are the lists I submit to: http://www.ezine-writer.com/article-lists.html
4. Submit your articles to the online article banks. Here are the top 10 article banks: http://www.ezine-writer.com/top10.html
5. Create a 'New Articles' list for people who want to receive your latest articles. Put a sign-up form on your web site and invite your visitors to join. When you submit articles to the article announcement lists, include the email address for joining your 'New Articles' list in your signature or "Resource Box.".
6. Don't put a date in your article copyright - articles you wrote two or three years ago may still be relevant, but if the copyright says 2003 publishers will assume the information is out-of-date.
7. Create a zip file containing all your previous articles as text files - include the download link on your web site, in your signature file, in your autoresponders, and in your E-zine 'Welcome Message'.
8. Write your Resource Box in the third person and not in the form of an advertisement for your books – E-zine publishers may want your article but not like your Resource Box.
9. When you submit your articles to the article lists, include the URL for your archived articles. http://www.ezine-writer.com/article62.html
10. Include your article's auto-responder address: article12@ezine-writer.com
PROMOTION IS A DO-IT-YOURSELF JOB
I once believed publishers knew best--and did best--when it came to promoting books. Most publishers publicize their books--most of the time, but with differing degrees of enthusiasm and effectiveness.
I am convinced that it is no longer a matter of whether or not an author should promote his or her book, but how aggressive authors should be about promoting a book. The answer is as aggressively as possible.
Publishers often fail to promote books, and if you, the author, won't promote your own book then it may never be noticed. The author's efforts may make the difference between a book becoming a long-lived seller, and being recycled to make room for something new.
WHAT TO DO? WHERE TO START?
Generalizing about promoting books has drawbacks, of course, because every book is different and promoting it requires an individualized approach. So, as you read this article, consider your audience.
SUBMIT TO MEDIA OF INTEREST TO YOUR READERS
Track down the magazines read by the people who will be interested in reading your book. For example, if you've written a book about how to be a forgiving parent, then those magazines include Parenting and Child. If your work is about flying aces from World War II, then the magazines you want will include WWII magazines, but also publications like Flying.
SEND THE RIGHT INFORMATION – SEND TO THE RIGHT PERSON
But don't just send your book and media release to the publication. Find the editor who reviews books or who covers the subject that you've written about. Unless your media release is addressed to the person who might write about your book, it's a good bet that the wrong person will just toss it in the garbage. So search, use the phone if necessary, and find the name--or names--of the right individuals at those magazines. Getting reviewed in a niche publication is well worth a little extra effort, because you know in advance that the people who read that magazine are predisposed to buy your book.
DO NOT WASTE TIME AND MONEY ON MAJOR NEWSPAPERS
Unless your book is non-fiction, it is probably a waste of time and effort for an unknown author to attempt to get a review in the major newspapers. Start with local newspapers and papers in your home town or any other place with which you have a connection. Do not forget the area where you set your story. Search out small town and county papers—weeklies in particular. They need copy desperately, and may want to do a large spread on you and your book. Most cities have a several small, sometimes free, community newspapers. These papers are also hungry for material, especially if that material is free.
Again, it's important to send your media release to specific individuals, rather than "editor" or no name at all. Most newspapers have editors for a variety of subjects-- so find the right person if possible.
CONTACT RADIO STATIONS
Talk radio stations to be precise. Mail (or fax) your media release to as many as you can. That usually means purchasing a database of such stations (and their producers or hosts), or hiring somebody to search out and type a database for you.
There are several good lists of radio talk shows, including the Gale directory. While most of these directories are in the library, you will probably have to purchase one to make this work. Key in the individual's name, the station's name, and the station's fax number, then let your computer's faxing software do the work overnight. Depending on your long distance company, each station will cost about 15 cents to fax a message with two pages and a cover sheet.
SEND INFORMATION TO YOUR LOCAL TELEVISION STATION
Definitely contact your local television stations. Find out the name of the producer who arranges author interviews, or the reporter who covers the subject that you've written about. (If it's a novel, then look for the lifestyles reporter.) Don't forget cable television.
EXACTLY WHAT YOU SHOULD SEND
What to send to the print media and radio stations? For several reasons you don't want to send your book. Your publisher will send a copy of your book to any bonafide member of the press. Instead, send a one page media release that tells the recipient to call you (or a friend) to schedule an interview or receive a review copy. You can then call your publisher and have the book sent out.
NEVER LEAVE THE JOB OF PUBLICITY TO THE PUBLISHER ALONE.
Nobody knows the market and potential media outlets for your book as well as the author. Work your local media, then branch out. Never turn down an interview, no matter how small or obscure the publication or show. You never know who’s watching. Besides, the more interviews you do, the better you’ll be.
WHERE TO PROMOTE YOUR BOOKS, EBOOKS AND ARTICLES FOR FREE
For writers, the Internet provides a huge opportunity. Now for the first time you can get your books, eBooks and articles in front of millions of people across the world. This opportunity also poses a huge challenge. How to get your work in front of the right people at the right time. There are millions of web sites, thousands of newsgroups and mailing lists, bulletin boards and hundreds of classified ads sites all of which are potential places you can get exposure.
If you do not know where to start and would like to know the places successful writers are using to sell their work then read on.
RESOURCES TO START WITH
To begin your book or article sales campaign you need to determine HOW you are going to reach your audience. Will you be sending your potential purchasers to your own website where your work is offered for sale? Will you sell your work from other websites and not have your own site? Will you only sell via email?
My advice to you would be to do all three. If you are starting out fresh then do not try to do all of them at the same time. You will get bogged down in the technical aspects which will detract from your writing time (you will need to continue writing). The best approach is to start by getting your books listed on the best web sites that will sell them effectively.
Amazon http://www.amazon.com(US)
Visit http://www.amazon.com/exec/obidos/subst/partners/publishers/publishers.html for details on how to submit your books.
Barnes and Noble http://www.barnesandnoble.com , Fatbrain http://www.fatbrain.com This is a good site if you write technical books or articles. They no longer accept digitally published books so make sure your book is available in a printed version.
BOOK REVIEWS
Another way of getting your books noticed is to write a review of someone else’s book and get it published.
PRESENTATIONS:
The best way to hand sell books. Plan your speech to relate to your work but help others in some way. Start calling nearby libraries and groups and offer to speak at no charge. As you improve your offering ask for testimonials and use them to get more bookings.
I hope this information helps begin your book sales campaign. If you find the resources above useful, I’d like to hear from you.
Anne Haw Holt, Ph.D
Ahholt@ahholt.com