author marketing
Top 5 Marketing Mistakes Authors Make
March 2, 2011
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by Shennandoah Diaz
Writers are an enthusiastic and passionate bunch, but when it comes to marketing, we see more confused faces, blank stares, and resistance than in any other industry. It's easy to be idealistic about writing a book, but when it comes down to it, publishing is a business, and authors who want to sell books need to be on top of marketing. To offer some guidance on the topic, here are the top five mistakes we see authors make in their marketing efforts.
#1 Not Doing Any Marketing at All
The worst thing you can do as an author is nothing. Publishers and bookstores alike are concerned about bottom lines and profit margins. They won’t risk their money on a title with no marketing support. Even if you do manage to get it into bookstores, if you don’t drive people in to buy your book, you may be stuck with hundreds of returns as the books that never sell make their way back to the warehouse (leaving you looking like a dud not worth publishing again). In many cases, you have roughly three months from the date of publication to prove the strength of your title. If it doesn’t move, you can say goodbye bookstore and hello backlist.
#2 Waiting Until They’re Published
Everyone wants a bestseller. Did you know that bestseller status is based on velocity of sales and not on the total amount of sales? That velocity is built largely on preorders from retail stores? Retail stores start making their purchase decisions as many as six months before the date of publication, which means you have to prove you have the followers before you even have a book. You need to start building your author platform now. It takes three months to get traction, six months to see results, and a good year to build up a decent platform. Don’t wait.
#3 Expecting the Publisher to Do It All for Them
Again, publishing is a business. If you go out and start a business, you don't expect the bank who fronts the loan to do marketing for you. Publishers take on titles based on the assumption that you will actively sell your book, and they are expecting you to deliver. Even though this can be frustrating, it’s your career hanging in the balance if the book doesn't sell.
#4 Automating Everything
Too many people—not just authors—think that marketing is automated content. It’s not. I’m all for re-purposing content and streamlining processes, but a constant stream of one-way ads and promotional posts is a cop-out. Today’s market demands engagement. They want direct access to the real you in real time. Don’t set your marketing on cruise control.
#5 Not Making It Professional
Last but not least, too many authors plop a DIY website with no content and a few weak profiles on the Internet and attend one writer’s conference and call that being a professional author. You have to dress for success, and your marketing materials have to be up to snuff. You need to invest in professional websites, vibrant materials, and a professional appearance so you always make a great first impression. Any author with the intention of getting into Barnes & Noble should expect to spend at least $5,000 to $10,000 on marketing.
If you are an aspiring author, I implore you to take heed and put some thought and money into your marketing. To succeed in retail, you need great marketing in addition to a great book. Don’t leave it up to chance!
Shennandoah Diaz is president of Brass Knuckles Media, an uncensored PR & Marketing firm catering to creatives and the avant garde. Passionate about education, Diaz empowers creatives by sharing articles and teaching workshops on marketing, social media, and publishing. Learn more at www.brassknucklesmedia.com or at www.shennandoahdiaz.com.
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Build Your Platform by Guest Blogging
September 2, 2010
by Shennandoah Diaz
We’ve written a great deal about building your platform and especially about the benefits of blogging and writing articles to demonstrate your expertise to your audience. Still, you’re always looking for more ways to drive traffic back to your online presence, and ultimately to the bookstore to buy your book. Another excellent way to achieve this is by serving as a guest blogger.
A guest blogger is someone who does a single post for another individual or group’s blog. This can be a one-time deal or a recurring column, but either case allows you to tap into someone else’s audience. There are many great blogs out there for you to choose from. You can locate blogs related to your platform in a number of ways:
- Go to the top magazines or associations in your topic. Chances are the editors of the magazine or leaders of the association have at least one blog (sometimes they have several—each one for a different beat).
- Ask for referrals. Find out from your network what other blogs your audience is following.
- Check out the competition. Other authors and experts in your field already have a line in with your audience. Grease the wheels by offering to swap guest posts.
- Look at the blogroll of your favorite sites. Most times bloggers feature the blogs they follow on their tool bar. This is a great (and fast) way to locate additional blogs. You can use sites like Technorati (link) and Alexa (link) to evaluate which blogs have the most traffic so you can develop your strategy and start by focusing your time on the blogs with the largest audiences.
Once you’ve identified blogs related to your topic, you will want to craft a pitch. Before you contact the blogger, check to see if they have posted writer’s guidelines. If so, follow them to the letter. If not, send them a short pitch that includes a specific idea for a post topic and identifies exactly why that post would be of interest to their audience. Close with a short paragraph about your qualifications. Here’s an example of a typical pitch letter:
Dear blogger,
The world of publishing is changing fast. Many of your readers are trying to navigate this evolving landscape, but it can be overwhelming. I propose a post that looks at the pros and cons of each book publishing option available to authors, complete with a short checklist readers can use to identify which route is best for them.
I work at an independent publisher and write articles and white papers related to publishing. You can view samples of my work at www.bigbadbookblog.com.
Thank you for your time and consideration. I look forward to your response.
Sincerely,
Author
There are a few other things to consider when pitching a guest blog post:
- Research the outlet beforehand to make sure it’s appropriate. Bloggers don’t want to get pitched by writers who are outside of their subject area and who don’t have anything to offer their readers.
- Read some of the posts and make sure that you are providing something unique. If they’ve already done a post on the subject, craft a new angle or choose a different topic.
- Be considerate of the blogger’s brand. They are building their platform and readership too. Don’t try to hone in on their turf.
- Keep the self-promotion out of your post. Often you are allowed a short bio and a link back to your website or blog, so focus on creating value and leave the promotion out.
Above all, don’t be afraid to ask. Most bloggers work hard to fill their editorial calendar and are happy to have someone fill in (as long as the topic is relevant). Also, don’t be afraid to consider having someone guest post on your blog as well. They will bring their readers with them and will often add you to their own blogroll. In the realm of social media and blogging, paying it forward really does pay off.
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Put Your Best Face Forward: How to Take a Great Headshot
August 5, 2010
by Natalie Navar
The author headshot is an imperative part of your career as an author. Not only will it be featured on
your book jacket, but your publicist will also want to make use of the photo for press releases and other marketing events. You’ve spent months (or years!) on the content in the book; now it’s time to package it up.
There is a plethora of different headshot styles floating around the shelves at Barnes & Noble. From seriously bohemian black and white shots to overly made-up portraits, it can definitely be daunting to decide which direction to go with your own headshots. That being said, the easiest rule to follow is: keep it simple.
No matter your genre, a clean, professionally done headshot is the perfect addition to your book cover or marketing package. Look up local photographers online, browse their portfolios, and pick one with obvious experience in headshot photography. Even if you are unsure of how to approach the session, an experienced photographer will be able to steer you in the right direction as far as posing and expressions go. The photographer will also be able to recommend a makeup artist who can ensure that your makeup looks natural and perfectly applied on camera. I’m talking to you, too, men; a shiny forehead or age-spotted nose can be easily fixed with some expertly applied concealer and powder. That being said, remember again to keep it simple. You want to look like you in your photo (you on your best day, of course). Bright lipstick can photograph as garish, and even a slight over-application of eye shadow will come across as raccoon eyes. Err on the side of “less is more”; if you need any touch-ups, the photographer can easily do that to your final prints.
As far as clothing goes, plain colors (rather than prints) in a business casual style are the way to go, but 
beware of anything too bright. If you’re thinking hot pink, choose a cool raspberry instead; you want your face, not your blouse, to be the center of attention. Take at least three changes of clothing; you’ll be surprised how different a color can look in a photograph. Women, feel free to add a little jewelry, just stick with smaller pieces that won’t look dated in five years. Also, make sure that you are against a plain, neutral background. Grays and taupes make for soothing, unobtrusive backdrops that go easily with any color (including black) that you may be wearing, and that’s why they remain the most commonly used backdrops by photographers.
The most important thing to remember is that this photograph is about you. Not your makeup, clothes, or accessories. Relax and be yourself at the session, and don’t be afraid to ask the photographer for advice! There will be hundreds of photos to choose from, so you are guaranteed to find a few that you love. Feel free to send over your favorites to your publicist for help in making the final decision, too, as he or she can give you an informed decision as to which photo is best suited to your needs.
So there you have it! Be yourself, keep it simple, and don’t be afraid to ask the professionals for advice. Investing in your headshot is an investment in your career as an author, and having a photo that reflects you and your professionalism speaks volumes for your credibility.
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Questions to Ask Your Publicist
May 12, 2010
by Auburn Rutledge
Whether you are publishing with a traditional house, an independent publisher, or self-publishing, the bulk of book marketing responsibility is on you as the author. Many authors are choosing to hire a book publicist to help connect with readers and potential audience members.
Before you hire a publicist, it is important to ask a few basic questions to help you determine if he or she is legitimate, effective, and has the background and strengths that you are looking for:
Payment & Fees
- Do you charge a monthly retainer or is payment based on bookings?
- How much is the retainer?
Campaign Details
- How long do most of your campaigns last?
- What type of publicity do you book most: radio, TV, online (blogs, etc) or print?
- Can you describe the involvement required from me?
- Can you describe the extent of online initiatives? The balance between online and traditional media?
- Who will be involved in my campaign?
- How far in advance of publication do you start working?
Campaign Results
- What kind of results are reasonable to expect?
- What results do you consider particularly successful?
Former Clients and Books
- How many national bookings have you gotten in the past 6 months? Which ones? For what book?
- Will you send me a sample schedule for a client with a book similar to mine?
- May I speak with some authors you've represented?
Every author may not need to ask every question, and some authors may want to go into more detail about what they are specifically interested in. But these represent some of the most important items to know before you hire your publicist.
Visit Galleycat to see a great list of book marketing experts and publicists to follow on Twitter.
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Toolkit for New Authors: How to Be an Industry Insider
October 12, 2007
by Aaron Hierholzer
Wouldn't it be nice to pen a brilliant book and have the world instantly adore your genius? It doesn't work that way, of course: "The End" means the beginning of your transformation into an industry-savvy member of the writing community. You'll take away huge benefits if you are aware of the myriad available resources for independent authors like yourself. Here's some advice to help you take advantage of them:
Become a member of guilds and other associations: Don't be a starving artist type, beleaguered with the financial repercussions of your writing profession. That's so cliché. These groups can get you discounts, health benefits, and free stuff:
- MediaBistro's AvantGuild – As if MediaBistro wasn't resourceful enough, its AvantGuild membership gives you access to a wealth of additional tools. For $49 for a year membership or $78 for two years, you get access to "Pitching an Agent" articles, discounts to writing and publishing courses and workshops, free magazine subscriptions, and even discounts on yoga and acupuncture--you know, stress relief for all of that writing, rewriting, editing, and rejection.
- Authors Guild – Established in 1912, the Authors Guild provides health insurance, legal services, and advocacy for authors of all types. Dues for the initial year of membership are $90; after that they are calculated by the member's income from writing.
- PMA, The Independent Book Publishers Association – Dues for membership to this organization start at $160 for non-publishers, and the < title="benefits" href="http://www.pma-online.org/benefits/membenefits.aspx" target="_blank">benefitsinclude (among many others) discounted shipping and ad rates, health and liability insurance, discounted access to Neilsen Bookscan, and participation in Publishing University Online, which offers interactive Web/phone seminars.
Read blogs: There’s a wealth of blogs out there offering news and more with fresh voices and uncensored opinions. By reading a sampling of these, you'll have a finger on the pulse of the book biz, catching the latest trends, news stories, and advice. Explore the book blogosphere and navigate blogrolls to find something you like. Some of our favorites:
- MediaBistro's GalleyCat – The self-described "First Word on the Book Publishing Industry," GalleyCat blogs all day about industry happenings, authors, and the scandals that occasionally arise in the industry.
- Book Slut – Interested in hearing what literary luminaries, agents, and editors have to say? Book Slut interviews some of the latest, greatest minds in literature and publishing and posts the interviews for all to read.
- Grumpy Old Book Man – Is publishing a very friendly business? That's the title of a post by the Grumpy Old Book Man, an English writer who blogs about his experiences in the industry.
- The Millions – Blogger C. Max Magee and a host of contributors have kept The Millions up-to-date for well over four years, making this site respectably middle aged in blog years. Bibliophiles will salivate over entries like "Hard to Pronounce Literary Names Redux" and "Pagination Blues."
And if you think you’re addicted to coffee, just wait until you get hooked on a morning injection of publishing news via a daily email. Sign up for Shelf Awareness and PW Daily to ensure you’re in the know.
Know how to find an agent: If you're going through an agent, you're surely tired of boilerplate responses from literary agents that "regret to inform you that unsolicited manuscripts are not reviewed." Try here:
- Litmatch – Like eHarmony for unpartnered authors, Litmatch not only provides comprehensive profiles but will list agents looking for books just like yours!
- AgentQuery – Another database, but also features a conference listing and MySpace-like author/agent networking site.
- Everyone Who's Anyone in Adult Trade Publishing – A long list of literary agents, interspersed with the compiler’s eccentric but often illuminating correspondence with them as he tries to find representation.
Become a regular at a relevant forum: Online forums are a great way to network and learn from the successes—and harrowing failures—of your fellow authors. Don’t be a lurker, flamer, or troll. Be active, make connections, and get the inside scoop on a wide range of industry topics with these communities. And don't forget to take what you read on message boards with a grain of salt. You may run into a crazy or two.
- Absolutewrite.com forum – Want some pre-submission advice from writers who have lived to tell the tale? Check out the "Bewares and Background Checks" section in AbsoluteWrite's Water Cooler discussion forum, where authors exchange advise and issue warnings about their experiences with certain literary agents. Other forum sections include "Networking: Sharing Leads," "Grammar for Grasshoppers," and "Rejection and Dejection."
- Yahoo Publishing and Promoting group – Learn how to beef up your readership with promotion and publicity tips other authors have used.
- Yahoo Self-Publishing group – Sponsored by SPAN, you can find spirited discussions here from self-published authors and small presses about how to publish and market your own books.
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