In a post today ( in BBC News ), discusses the government of India’s strong interest in returning to the expansion levels of yesteryear. With a former growth rate of around nine percent annually, India’s latest growth rate has been around 6.5%+ recently. Actually, 6.5% looks great compared to many countries around the world for [...]
Many an author will ignore book clubs, believing that book clubs are the domain of the mega-publishers. Not so. Online book club sales provide an author with credibility, increasing a title’s promotion and distribution. Online book club acceptance provides added public relations and sales leverage. When an author can include on their book cover that they have been picked up by a book club, it proves others in the book industry value that book. An online book club will advertise in general and specialized media, giving the book author added visibility at no cost. An author should think of a book club as a direct mail arm of their book sales effort.
There are more than 100 online book clubs offering several advantages over the traditional reading group model. Due to the vastness of the web and the variety of book clubs available, readers who turn to the Internet to find a book club enjoy a much wider selection of clubs, including many dedicated to a specialized interest or genre. Online book clubs can be more convenient, as many of them are available at any time of day. On the flipside, the intimacy of a personal discussion is lost, along with the social interaction that is often a part of the traditional book club experience. Go online for book clubs, and then go to the beach (or your favorite spot) with friends…
Number-Crunching
There are three leaders in the online book club arena: Book-of-the-Month Club (BOMC), Doubleday Book Club and the Literary Guild. The large clubs buy for 15 cycles a year. Book-of-the-Month Club, for instance, chooses 20 to 25 books as main selections a year (with many alternative selections). Main selections at a major club can sell as many as 200,000 copies; the main selections at medium-sized clubs sell around 10,000 copies, while smaller clubs sell around 200 per selection. This is worth noting and any book published has a potential home with at least one book club.
Book Submission Process
Most large online book clubs want book manuscripts six to nine months before the publication date…the sooner, the better. An author needs to include the following pieces when submitting to an Acquisition Editor for consideration:
a) sparkling cover letter including the estimated publication date, proposed price and anticipated number of pages,
b) stating whether paperback or hardback and trim size,
c) a brief description of the book,
d) author bio (including credentials),
e) book cover ideas and,
f) marketing plan and publicity plans (if an author has these) along with pre-publication endorsements, quotes and testimonials.
Book Club, Author and Money
Book-of-the-Month receives over 10,000 submissions a year. From these, one thousand are selected. An online book club will typically pay an advance against royalties for book club rights based on the club’s sales and manufacturing estimates. Online book clubs typically buy one of three types of rights:
a) the book club purchases the right to print their own edition, often of a lesser quality so they can offer the book at a substantial discount,
b) the book club joins the print run of an author or,
c) the book club buys finished books from the inventory of an author.
Negotiation skills are very important when an author sells rights to a book club. Book clubs are usually looking for a 60 to 80 percent discount off list. Some book clubs require legal contracts, others just a purchase order. Make sure ALL details are spelled out for the benefit of you, the author.
Be aware that some book clubs will “remainder” (essentially garage sale books in their inventory) after a certain period of time. An author should be sure to include a clause in the legal agreement stating that the author has first right to purchase from the book club any remaining books in inventory at a certain date at manufacturing costs. Selling “remaindered” books on the open market can wreak havoc with retail trade sales.
Every author should take a serious look at selling their book through online book clubs. For the time of completing the submission process and personal contacts, an author has a potentially large order and vast personal exposure to gain.
Resources:
Mike McCann
Mike-at-GlobalBusinessCafe.com
An author is seen as a naïve, gullible individual with a target on their back by SO many vendors selling the same material over and over again via cheesy sales letters. Okay, I just had to say that first sentence. Frankly, it makes me (and other legitimate authors) mad that so many vendors are promulgating material that an author can receive in this “How to Write a Book” series, charging upwards of thousands of dollars. If there is another author you believe will benefit from this introduction, please forward…
No author should purchase any product that is tied to an affiliate program or not written directly by the individual practicing what they preach. I am working hard to incorporate several ideas that I’ve learned in the last two months into my business…it’s a lot of work and not easy, but the results are looking promising.
I do extensive research and talk regularly with active mid-list and bestselling authors, as well as book promotion personnel…we’re all fed-up with the trash being sold ostensibly to “help” an author write or sell books. Suggestion: a full-time author writing and selling quality books is the best help for any aspiring author. Do not pay attention to most publishers (most publishers have a personal agenda and the industry is leaving them behind completely confused) and, most of all, filter out all those hucksters who create cookie-cutter books and conduct programs designed to help others sell books (all they do is sell programs). An author practicing what they are preaching with some level of success IS the go-to source. Now, on to book marketing…
Where the Hell is Matt
I just love this guy’s approach. Years ago, Matt took a chance, a small digital camera, belongings in a backpack, and traveled internationally filming a “jig” dance in the countries he visited with “locals” standing nearby…putting his dancing segments online for entertainment. His videos have been viral for years. Matt came back to the United States broke from his first trip (international travel doesn’t come cheap) with LOTS of fans wanting more video.
Fast forward. Matt, from “Where the Hell is Matt,” now has sponsors, money, travel, book and a promotional platform. His family has to be proud (and relieved). An author can brainstorm similar ideas incorporating their personality into a short, quality video that has good possibilities of “going viral” online.
What is it that you enjoy doing as an author? Do you, as an author, have access to a boat for short videos around a marina or in bluewater activities doing offbeat and fun things? Is your book about cooking where visiting chefs in their kitchen and having a short online video makes sense? An author should think of a “hook” from their book that takes place in an environment where readers would say “’aha,’ this engages me” from watching a short, catchy video from the author (with the book title and contact information included in the video).
Catalog Sales
There are more than 10,000 printed catalogs being circulated (and many online, as well). Book genres that do best in catalogs are: general interest books, cookbooks, children’s books, self-help/how-to titles and coffee-table books. Hardcover books work well because catalogers like the high price point. With paperbacks, a “bundle” (e.g., “volumes one to three at this special price”) creates an attractive set.
Catalog sales are attractive because:
a) all books catalogs buy are nonreturnable (this should be enough to convince any author). No inventory risk for an author.
b) most catalog houses pay within 30 days (book distributors usually take 60+ days).
c) catalog houses make repeat orders.
d) rarely do catalog houses require “exclusivity.” Multiple catalogs selling the same book(s) pay for many a mortgage.
e) catalogs usually pay freight to their warehouse (FOB, (your printer)).
f) catalogs provide an author exposure. Not all catalog readers will buy through a catalog, but will visit a bookstore, book club, website, etc. and purchase your book.
g) catalogs welcome “backlists.” Backlists are books that are not the newest published books…two or more years old…and usually not being promoted actively. Backlist books are the bread and butter income for publishers.
Valuable resources for an author building a catalog prospect list include:
a) “National Directory of Catalogs” merged with “Directory of Overseas Catalogs” and,
b) “The Directory of Mail Order Catalogs”
These two directories are expensive. Larger libraries will have these references and is an excellent choice for access.
Most catalogers will want to perform a test first. Most catalogers will purchase a few dozen copies to as many as 1,000 copies for a large catalog. An author whose book passes this test will receive a rollout order of a few hundred to as many as 50,000. Smaller orders will usually be in the 50 percent discount off retail price, with large orders and large catalogers seeking discounts as high as 80 percent.
Be patient when developing relationships with catalogers. Call and request copies of catalogs that match your book target market. Study, consume these catalogs and relate each catalog to your book’s topic. If an author believes that a catalog truly matches their book’s key topic, contact the buyer at the catalog and request submission forms and guidelines.
Complete the catalog’s forms with benefit-oriented sales language. An author should add the book sales sheet, book cover or photo and important testimonials or reviews. Write a catalog blurb in the buyer’s style to make their job easier. Follow up two weeks after the buyer should have received your package with a phone call and find out when the decision-making committee (for products to be in future catalogs) will meet and offer to send a sample book. Follow up two weeks after the catalog committee was to meet if you haven’t heard anything. Don’t get discouraged…be patient. This is a long-term process.
When a catalog buyer send an author a “Vendor Information Sheet” (or equivalent), the buyer is serious about your book. As an independent author and publisher, you have an advantage over the mainstream publishers because you care more about the outcome. Does the catalog need a cover transparency? How many books does the catalog expect to sell in what period of time? Does the catalog need a customized book blurb or will the blurb an author has adequate? When will the catalog with the book drop in the mail?
Publishing is exciting today like never before. An enterprising author CAN earn a good income from book sales…with quality writing and intelligent selling. Stay tuned…
Mike McCann
Mike-at-GlobalBusinessCafe.com
An author needs to have fun! Face it, an author stays glued to a computer crafting every word to correctly communicate a desired message, then sending this draft to editing for making “music out of the words,” as well as creating engaging visuals and establishing business relationships to work with once the finished book is ready for distribution. Whew! Author, catch your breath and have fun creating book marketing programs that not only stimulate your individual personality, but sell books. Hug a book, then sell it. Here are two proven book marketing ideas that work…
Feature Your Book on HSN, QVC or ShopNBC
I can see eyes roll now. “I have as much chance to be on a shopping network as I do to be on Oprah.“ This statement may be correct, but it doesn’t hurt to take a serious look. Approaching television shopping networks is similar to approaching a very busy television station for an author interview. An author has to time an introductory call at the time a producer will likely be available (five to 15 minutes after producer’s segment is off the air) and have press materials completely ready with photos…the online press kit featured in a previous “How to Write a Book” article.
These networks do not openly admit to selling books, but they are open to the right pitch. If you have an ancillary item (bag with book’s name, jewelry with book name), pitch this angle. Shopping networks are not only in America, but Australia, Britain, Canada, Germany, Italy and Japan…go international.
What has worked the best for me to garner attention of producers with time-deficient schedules is to contact the television station and ask the receptionist who they would suggest that I mail an introductory card to that fits my genre of book. The receptionist may even know if the show is accepting the kind of book an author is pitching and save everyone’s time.
Often, the receptionist will transfer me to a department where I’ll ask the same question again…continually getting closer and closer to the ultimate decision maker. With a name and correct address (many large media locations have mail stop designations for individuals to include on the envelope), I mail a nice, succinct, note (handwritten or typed) to the decision maker stating that I will be calling three days after they should have received the note. By watching the television program several times, I can sense when a producer will have some down time and plan a call to correspond. If the senses aren’t working that great, I call and ask a person in the producer’s department for the best time to call.
Fast forward…by studying the shopping network television program at least three times, the network website (usually product guidelines are on the site), building a low-key business relationship with the producer decision maker and having my materials for the television show online so the television staff can see all my materials online, it’s a matter of being patient. Rarely does a request to cover appearance details happen immediately. More likely, if there is a remote chance for a “match,” specific details will be discussed anywhere from three months to two years from the time an author initiates contact.
If the television staff continues to talk with you on the phone, you still have a chance of being included. If the staff points you to another network or rejects your book idea, say “thank you” and move on…
Premiums and Incentives
A book, an organization (company or association) and an organization’s constituents equals a match made in book sales heaven. An author wants to sell their book, an organization wants to give a product of high-perceived value to their target demographic to increase sales/donations, increase awareness or increase volunteers…your book is the catalyst.
Using books as premiums and incentives is similar to Triangle Marketing mentioned in a previous “How to Write a Book” article, except much simpler. A quality trade paperback book in quantities starting at 1,000 (often at least 5,000) can cost an author $1.75 to $2.75. If the book has a list price of $14.95 and an organization wants to negotiate a direct deal with the author to buy 5,000 books at 80 percent off list, the sales price per book will be close to $2.99 each (plus author charges for customization, etc.).
Why bother with such a low profit margin transaction ($0.24 to $1.24 per book gross profit)? Three reasons include:
a) an author “getting their name out” to the public for exposure and more sales.
b) an author being on the “favored” list of a printer for future orders.
c) confirmation in the book sales database accessible by agents and publishers showing volume sales that look good for future mainstream book deals. This international database shows book sales by the ISBN (number) each book owns.
Brainstorm what organizations can benefit from the material in your book. For example: A book of recipes for an outdoor grill will match well with Weber Grills to give to new customers (or prospects) worldwide. A book on creating online videos will work well with Sony camcorders to give to new customers and sell the book on the Sony website. Address the correct decision maker (discover contact information via short phone call to company receptionist) at synergistic companies and mail a professional, introductory note outlining your book and how the two of you can work together to enrich a prospect’s and customer’s experience with their product.
Marinade on these two book marketing ideas. Soon, your introductions will turn into appearances, agreements and book sales.
Mike McCann
Mike-at-GlobalBusinessCafe.com
If an author can write articles, this same author can write a book. Many a word has been communicated on how to overcome “writer’s block”…little has been written on overcoming “marketing block.” Overcoming marketing block is one part education and two parts standing up and moving forward in action. Here are three book marketing techniques that an author may find fitting their personality and helping them move toward increased book sales.
Conduct a Contest
Members of the Associated Content from Yahoo community can witness a book contest in real time (July 2010) on the Associated Content website. Yahoo is offering 15 hardcover print copies of The Yahoo Style Guide for contributors wishing to write a tutorial for one of the writing, editing and creating content lessons in the new Yahoo style guide.
Any author can follow the Yahoo example on their own website, blog or social media platform. I received a message this week on Facebook from an author who is giving away 10 books to winners of a drawing in six weeks who sign up for the author’s newsletter on the author’s website. This author has a professional and low-key pitch to encourage participation. Excellent idea!
Sponsorships from Companies
Truism: Many consumers do not believe advertising is trustworthy, but do look more favorably on company sponsored products and services. Companies are eager to tie their name and brand to quality products (e.g., book) and services that communicate with their target audiences.
An author with a book on preparing a house that is for sale for showing is a natural tie-in with a real estate brokerage. An author whose book describes in complete detail how to make fudge is a shoe-in to attract the attention of a company that manages large corporate functions or other social events.
Take a moment to write down what companies, associations or nonprofits wanting to reach the audience that your book addresses. These organizations are potential sponsors for you, the author. Sponsors will pay upfront (or via progress payments) for customizing your book with their logo and message, in a low-key manner, in quantities starting at 500 (and often starting at 5,000) books. Not only does an author make some money on each book printed, but the author is getting their name out to the public…building a public platform.
Teleseminars and Webcasts
I cannot count the number of teleseminars and webcasts I’ve attended in the past 10 years…the number is staggering. Also staggering is the variety of these broadcasts. There are several “ground rules” that participants can assume from an author (you) when conducting an online mini-seminar:
a) there will be some degree of advertising from an author.
b) there should be some valuable “takeaway” content that an author supplies and,
c) by the end of this online experience, I, the participant, should have a firm idea whether I want to go to the next step with the author facilitating the event or not.
An author should provide the highest quality experience for listeners (add, visuals for webcast). With this in mind, consider:
a) an event held on Tuesday, Wednesday or Thursday as close to the lunch hour across three time zones in America as possible (typically 1:00 p.m. eastern time).
b) setting the length of event at 60 minutes, with 40 minutes imparting knowledge participants want to know, seven minutes for introductions, table topics, etc. and 13 minutes for questions and answers communicated by participants via e-mail or in the dashboard of the phone gateway being used.
c) as an author, communicating the best material from your book. This point is hotly debated, but an author who gives the best material for free on an online seminar will garner the trust of participants who want to know the “how” of the information. With participants’ trust and confidence, future author events will build increasing numbers from readers wanting to hear more (in the book or future book – translation: book sales).
There are a number of “gurus” in the teleseminar/webcast field. Frankly, I think it’s a mistake for an author to pattern themselves after another person, thus losing that special “personality” that each author possesses. Instead, carefully study the target audience for your book, create a positive learning environment for this audience that you can communicate via audio in 45 minutes and stick to a firm agenda.
I have barely scraped the edge of the surface on these three marketing techniques for book sales. In an upcoming e-book, I will cover these (and more) techniques in detail with specific references and links. In the meantime, each author should do their own research into matching their “personality” with their audience and their book material to arrive at a plan for maximizing book sales.
Stay tuned…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Book marketing is alien to many an author, yet when an author learns how to write a book, they should also learn about marketing the finished product to receive benefit from all their efforts. My favorite saying is “beach or profit.” Loosely translated, this phrase means I want to be remunerated well when I’m working or be obviously relaxing…I am working long hours now. Here are three book marketing techniques an author can use immediately to create “buzz” and increase book sales…
E-book Digest of Author Book for Book Sales
E-books used to be frowned upon as undesirable…but no longer. In fact, e-books are the segment of the publishing industry that is doing exceptionally well for an author. With the rollout of the i-Pad and many e-Book readers competing with Kindle sales, a book author has a LARGE book sales channel through the e-book format.
Take some of the best material from your manuscript (nonfiction, fiction, reference, etc.) and assemble a digest of this material, with contents and contact information, into a free or inexpensive e-book to post on an e-book aggregators such as Smashwords. Smashwords is a great service to use because this company can provide the reader/buyer with a wide choice of delivery formats that you, the author, do not have to independently program for book sales.
I suggest an author either offer an e-book digest for free or $1.99, with a page count of 40-100 pages. When an author is building name recognition (personal branding), giving away their best material is one of the best ways to become known quickly for book sales in the future.
Facebook Fan (Group) Page for Book Sales
Facebook is a great marketing tool for an author because of flexibility and reach. In a recent eMarketer survey, the number one reason people were interested in joining social media “Groups” (or “Fan” pages) was to get money-off coupons for products or services. This study included brands such as Coca-Cola, Sprint, Victoria’s Secret, with a couple of my author friends confirming these findings to their “fans” via Facebook.
If you have a Facebook page started now, great…message your “friends” and invite them to join your new group with an incentive such as a printable coupon for 20 percent off (whatever incentive…), free shipping, autograph copies, etc. If you, the author, want to start a Facebook page, begin the Facebook experience as an “author” and create a “fan page” to eventually build book sales.
For Facebook “friends,” I search for individuals and companies that are in my target demographic (speaker, author, geographic region of interest, school and employment colleagues…). Each person that looks like a “good friend fit” receives a personalized Facebook message from me requesting their participation in my group. For an upcoming e-book, I will be including free downloads and coupons on my Facebook page.
Coupon/Rebate Bound in Book
A book is usually an emotional purchase…even reference books. If the reader develops an “emotional connection” with a particular author (think of your “favorite” author), the reader will want to share the author’s books with others (and keep buying each book this author publishes). Numerous studies now are indicating that consumers are most interested in money-off coupons and, to a lesser extent, rebates. Offering coupons and rebates allows an author to keep the sales price constant while expecting a rise in book sales.
Why not help your fans by including a coupon or rebate as two pages in your book? This idea doesn’t work well for books in libraries because a coupon or rebate is often torn out of a book, but books that are purchased (translation: you, the author, experience book sales) can withstand a little tearing for a good cause. This is the reason I suggest a two-page coupon/rebate because the page can be torn out of the book, mailed in to your location, and the book would sustain minimal aesthetic damage.
Don’t be shy. You, the author, have poured heart and soul into writing a quality book and now it’s your turn to reap the rewards for your hard work with book sales. Think of book marketing techniques that match your personality and watch your book sales increase. More book marketing techniques to come…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Many an author discovers that writing a book is just half the equation to becoming a successful author. An author with an outgoing personality can have lots of fun with the promotional aspect of publishing, while an author with an introverted personality has to work at developing the ability to interact. I have been active in the publishing industry one way or another for more than 15 years and have seen many creative promotional techniques. Here are three proven promotional techniques in this series that an author can use to sell more books…
Commenting on Relevant Leading Blogs
When an author is trying to build their platform, being “seen” commenting and linking on high-traffic blog about relevant topics keeps their “name out there.” To start searching for relevant blogs, visit Alexa (owned by Amazon) or Technorati.
Commenting on a popular blog calls for an author to offer worthwhile feedback or information readers can benefit from without overtly self-promoting the author. Practice posting succinct comments on three blogs to gain your footing, and then gradually develop a list of 15 to 20 well-trafficked blogs on which to routinely comment.
Relationships on blogs take time to develop, so an author should plan on regular comments for at least two to three months before seeing measurable recognition.
Triangle Marketing Program
An author who wants to benefit a nonprofit and distribute many books at once can create a triangle marketing program. In the triangle marketing program, an author coordinates with a company interested in reaching the constituents of a nonprofit. The company pays for books that are donated to the nonprofit who sells the books and keep the proceeds.
The triangle marketing program is attractive to the groups involved because:
a) An author sells many books at once. Sure, the price per book is lower, but the exposure to the nonprofit’s constituents promotes author name recognition and volume of sale is high.
b) The company is “seen” as philanthropic for helping a nonprofit with a fundraising project (while being “seen” by the nonprofits’ constituents) and,
c) The nonprofit receives an item with high perceived value (your book) that is paid for by a corporate sponsor. The nonprofit can turn around and sell your book and keep 100 percent of the proceeds.
Everyone wins!
Booklets
Readers are slow to take a chance on an unknown author. If an author gives readers something free to “taste” what is in the book, resistance to a book sale diminishes. A condensed version of a book in booklet form is an inexpensive bridge to bond an author and reader, without a major commitment on the reader’s part.
A 15 to 20 page booklet that fits in a reader’s pocket makes it easy for a reader to carry your material everywhere and acquaints potential readers to an author. Readers often pass along booklets to friends and colleagues…like an appealing magazine issue a reader wants to share with others. Booklets are inexpensive to print (around $0.12 apiece in quantities of 1,000) and conversion rates are high (number of readers who received a booklet and ended up buying the book). Paulette Ensign is known in the book industry for her use of booklets.
Stay tuned for more upcoming creative promotional techniques that an author can immediately use…
Mike McCann
Mike-at-GlobalBusinessCafe.com
From Lists to Introductions
Gaining appearances on radio and TV talk shows follow an unspoken protocol between the author, show producer and talk show host (plus all supporting staff to these three individuals). Writing a book and making media appearances still follows the same step-by-step procedures created in the 90s when I began working within the media system…just the technology has changed. I will attempt to capsule steps to go from beginning to media interview here.
Every Show Has a Beginning
To pursue appearances on radio and TV talk shows matching the genre of the book an author is “promoting,” an author needs to peruse professionally-produced talk show lists (duplicated from previous article in “sources” below). When creating three separate lists for each of radio and TV: “local” (i.e., stations that broadcast to a specific community/city), “regional” (i.e., stations that reach an audience in multiple cities, partial state or up to five states) and “national” (i.e., broadcasts that reach at least 48 states, plus).
Until an author gets their “feet wet” with media interviews, focus on local shows in the beginning. The “ramp up” time for working out an author’s interview hits and misses is different for every author, so there is no timeline that fits everyone…every author can sense when they have the interview foundations down and ready to go to the next geographic level.
For each of the matching local talk shows an author has noted on the professional media lists, develop a simple database in order to keep contact information history for each station. Fields that are critical to this database are: talk show host name, producer(s) name, time of show (with time zone noted), address, phone, city, state, zip of station and section to keep notes of EVERY time the author (or a station representative) converses. The reason the “notes” section is so important is because some show producers want an author for an immediate appearance and other show producers may not invite an author for more than two years…keeping accurate contact notes shows an author is a professional.
Once an author has a database template ready, phone each station of interest:
a) Update the station name, address, host name, producer(s) name – yes, these personnel fields change often and an author doesn’t want to ask to speak with a person on a list that has not been at the station for six months.
b) Within two weeks after you have update the contact information, call and ask to speak with the show producer. Important: time your call for 15 minutes after the end of that particular radio or TV show…producers are very busy before and during the show, so calling before or during the show will mark an author as a novice. Keep in mind that show producers are grading everything about an author from the moment of first contact to see who passes (gets an invitation) and who fails (no invitation to the show) their subjective, protocol tests.
c) When connected to the producer’s phone, do leave a voicemail that is no longer than 20 seconds. Yes, 20 seconds is very short…producers recognize succinct and brief messages above all other laborious messages. An author needs to have a “voice mail message” scripted (but, sound natural) so the message flows quick and to the point. Many producers and talk show hosts deliberately let all calls go to voice mail so they can “listen” to the author on the phone and decide if this person “sounds” like they have the right personality for their show.
d) When connected to a producer personally, briefly introduce yourself, mention you are a resource on a subject that matches the show audience interest (cooking show, business show…), you are an author and willing to e-mail a link to your online media kit immediately, if requested. Producers are usually receptive to authors who are prepared ahead of the call with these talking points and able to quickly get the message out. Follow the lead of the producer from the “introduction” and acknowledge the producer is very busy and you will be very brief.
Gaining an audience on a show an author has an interest in is a lesson in patience. If an author has material that matches a “hot story,” booking a show can be the same day. If an author has “evergreen” material that can be used 365 days a year, it may be up to 730 days (two years+) before a producer extends an invitation…that’s okay.
Hint: talk show hosts and producers are particularly susceptible to author solicitations one week before a national American holiday. Why? Many public relations personnel and authors slack off their contact of media outlets around national holidays and a guest may cancel, get sick, get stuck at an airport, etc….creating an opportunity for a creative author to make a last-minute appearance the week before or week after a national holiday. Seize this opportunity and call your “A-list” ten to two days before a national holiday.
In my next “how to write a book” article, I will cover protocol for an author once a producer extends an invitation for appearing on a talk show. Stay tuned for what schools don’t teach you about the media…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Sources:
Talkers Magazine
List of Talk Show Hosts on Wikipedia (good place to go to other websites)
Introduction
First comes the book, and then comes the show. Learning how to write a book alone is a step-by-step process. You can successfully publish a quality, desirable book following a project timeline, but when it comes to publicity…whoa! The world of publicity is like the “Wild West” of publishing (and this is how an author feels sometimes…longing to get back to writing). In the previous “How to Write a Book” article, I described how to create an online media kit. Creating this online media kit is work, no doubt! Now, let’s get that online media kit onto “the street” in search of media interviews.
Every day, more than 10,000 guests appear on radio and TV talk shows across America. More than 90 percent of the author guests DON’T have household names. Many people love to be on radio or TV…in fact, I’m convinced many authors write a book just so they can be on radio or TV.
Talk show hosts and their show producers recognize that authors are, for the most part, interesting people with a message to share with listeners or viewers. An author’s book is often the entre onto a show. Hosts and producers are cautious about including authors in their show because many authors are not well-prepared to appeal to the show audience.
A producer or show host will invite an author on a show to impart knowledge, illustrate something or share an interesting story. Nowhere in the “guest description” does it say “sell books.” Before you are a guest on your first show, listen/watch interviews on as many talk shows as possible to see how “coached” authors handle interviews. Media coaching is big business and well worth some level of involvement for each author.
Guests who “commercialize” about their book are quickly phased off the show segment and never invited back. Guests who are interactive, fun, informative (translation: makes the host look great and gets the audience involved) can’t leave the show set or get off the phone without the producer booking a return appearance. Show producers have private bulletin boards where they exchange information (very candidly, I might add) about guests…”this person was great,” “this person was a dud…”you get the idea.
For example: Rarely, if ever, say “In my book…,” “In chapter nine of my book…” Instead, say something like, “Earlier this year, my research found that 22 percent of drivers in the United States drive in some level of sleep mode…” Or, “Before I started cooking with saffoil, I thought it was okay to use. However, after reading many studies on saffoil, I have found saffoil is dangerously flammable and…” For great drama, if you are in the studio, you can have a mock kitchen on set (TV) or hot plate (radio) and demonstrate how saffoil catches on fire…producers love this kind of excitement and controlled drama. Viewers sit up in their chairs and listeners turn up the radio when you involve some controlled drama. Be creative and “fun” with your material.
Some authors are “booked” on shows by publicists working for publishers (very few authors in this category). Some authors hire a publicist to “book” shows for them and pay based on the national ranking of the show (the more listeners/viewers a show has, the more it costs to be booked on the show). My favorite approach is to develop a database over time while increasing level of experience on my part, handling details myself or seeking the help of my spouse, intern or individual in the office with free time.
Unless an author is struck by lightning and lands on a national show the day his or her first book comes from the printer, I recommend starting small and gradually building to the national shows. Two reasons for this:
a) Experience in front of a microphone or TV camera definitely helps. When conducting media interviews, an author HAS to feel comfortable and relaxed…emotions come through the airwaves. No substitute for experience.
b) Make mistakes on the local shows where it’s perfectly okay to “pick yourself up,” dust off your awkwardness in front of the microphones and learn for the next interview.
As an author progresses from the local to the regional to the national shows, the level of expectations for professionalism of the author grows, too. This is not taking anything away from local radio or TV shows because there are some high quality, interesting local shows…everyone in media knows ambitious authors are working their way up the media ladder and accept this “local to regional to national” model.
On every interview, an author should learn what worked, what went great and what bombed during their segment. On one of my first TV interviews, the interviewer was wearing the usual earpiece (to listen to the producer/control room for instructions) and a lapel microphone. The interviewer started to talk while the camera was on me and I was speaking. I paused briefly because I didn’t know what was happening. She was talking to the producer about the next question to ask, not talking to me at all…but the camera was on me and my microphone was “on.” Thankfully, my “pause” was not overly conspicuous, but I sure learned to separate myself from all the commotion going on around me in the studio while “on camera.”
In my next “how to write a book” article, I will cover more nuances about being a radio and TV guest. In the meantime, check out the sources below to get a “feel” for the “personality” of the talk industry. I have met with individuals from Talkers Magazine, William Gordon and Alex Carroll…all have something valuable to offer an aspiring author.
Mike McCann
Mike-at-GlobalBusinessCafe.com
Create an Online Media Kit the Media Will Love
Creating appealing material on an author website makes book publicity easier because an author can direct everyone to a URL from anywhere in the world. An online media kit is similar to a print media kit, with the difference being that an online media kit is in a .pdf format. Individual files from an online media kit can be sent to individuals in the media when on the phone or exchanging e-mail discussing a potential (or scheduled) appearance…speed of communication does matter.
Be consistent on the “look” of every page of your online media kit. The purpose of an online media kit is to illustrate your ability to help the audience of the media taking an interest in an author making an appearance, interview, etc. At the top of every page, include:
a) Name of author
b) Title of author’s book and,
c) Contact information.
Create an Appealing Media Kit
What is an appealing media kit? An author media kit should be designed to set an author apart from the others and showcase an author’s professionalism, credentials, areas of expertise and the author’s platform. An author’s online media kit should be designed to make the author the best choice for an upcoming media opportunity. An author’s online media kit should give the media an idea of the author’s vast knowledge and create certainty that this author is the best choice.
Instilling Confidence in the Producer
The knowledge that a producer has when he or she knows that an author will be an excellent expert—an author knows what they are talking about and they proved it in the pages of their media kit by providing media producers with the evidence they need to feel confident in booking you, the author.
Compare Two Potential Media Guests…
A competitor of yours sends their information via email to the media producer as just a normal, everyday email with a signature line. Your information arrives completely packaged with everything the media needs to know to book you. A producer has to jump through hoops to work with the first expert – you are “low maintenance.” An added bonus is that you can tailor your media kit to fit the needs of a specific media contact at any time.
An author with a professional online media kit can guide a media producer through their online media kit and point out certain areas that the author especially wants the producer to notice. Many times an author can set the media appearance right on the phone. With the help of an author’s online media kit, the author has provided the media contact with the certainly they must have in order to book the author.
Pages for an Online Media Kit:
1. Cover picture of the author’s book
2. A color picture of the author
3. Author bio written especially for the media
4. Interview topic ideas – fully developed with talking & message point along with pertinent questions
5. Suggested interview questions that are relevant to the topic
6. Facts that support an author’s segment (example: a recent study that shows holiday travel is up by 44 percent over last year)
7. Sample quiz – if an author’s material can be made into a quiz format then prepare a fun quiz. Print media loves this format. A quiz works well for lifestyle, love, relationship, losing weight, workplace presented in a light-hearted way.
8. Testimonials from any other producers etc. that said you, as an author, were a great guest.
9. Media Page: Illustrate the media you, as an author, has participated in…listing the most important first.
10. Link back to the author’s site if the author has a demo or audio demo on their website.
11. Scanned in pictures of the author’s book cover, the author in both a business look and upscale casual.
I am in the process of getting my online media kit ready for primetime. This preparation is a lot of work. I have had previous experiences with online media kits and this online media kit program definitely works. Pace yourself and get it done (this applies to the whole “how to write a book” series).
Mike McCann
Mike-at-GlobalBusinessCafe.com
How to write a book article series to this point has been about bringing a book to life – quality writing, quality visuals on the back cover and front cover, and professional editing. Now comes the big day: An author holding their own book for the first time.
The first time I ripped open the box with my first book inside and held the finished book in my hands, I was elated. At the same time, I thought “now I have to get to work and sell volumes of books. This was such a nervous moment that I decided to catch my breath and go for a long lunch.
After lunch, reality sinks in…how to promote and ‘move’ boxes and boxes of books. All authors will understand. Enter targeted promotion, well-planned marketing and lots of work. Writing a book is the easiest part of the birth of a successful book, moving your books off the shelves and out of boxes takes more planning, tenacity and time.
Recognizing that there are many authors who have approached promotion and marketing of their books in many unique ways, I want to provide proven techniques here that should spur your creative juices to customize what I say in the next few articles for your own personality and set of conditions. Whether self-published or an author associated with a publisher, you will have to do much of the promotion yourself. Here are several promotional “legs” to establish before customizing your marketing program:
a) Website – When an author wishes to be interviewed by the media, speak before a group or otherwise “be out there,” people will judge a website by its cover. Approach creating an author website with the same care and professionalism used to create the book. Think of visuals (book covers) and content (inside pages).
b) Blog – A website sets the foundation for an online presence. A blog tells the world an author is “building” on the foundation of the website and interested in interaction with readers through comments on a blog.
c) Social Media – I like LinkedIn and Facebook, one is for professional interaction and the other is for more relaxed, fun topics. I recognize there are many social media networks worldwide and an author can consider social websites in other countries (if your book is relevant to these international markets). For example, Orkut is the big social media gorilla, owned by Google and especially popular in Brazil and India.
Set up a professional profile and join relevant “groups” on LinkedIn. Search for relevant demographics on Facebook for your book (e.g., a cookbook author searching for “cooking” aficionados). For individuals who seem to be a match with my book material on these two social media sites, I direct message a short and professional note introducing myself, asking if there is a mutual interest in a social media connection. So far, these messages have been well-received (probably because most people just send an “invitation” without personal note attached).
d) Press Releases – Set up a schedule to distribute newsworthy press releases. I hear authors say all the time, “Yes, sure. I don’t know what to say in a press release beyond the first one announcing my new book.”
Tie material in your book to current events. For example, if your book is on “bringing up a smart child,” all news stories about education for children in the age group you cover in your book is a tie-in for writing about your findings and mentioning your book…along with contact information.
PRWeb.com has great resources for crafting quality press releases. Search “free press releases” and “press release distribution services” for getting the word out. There IS a learning curve to writing a professional press release. Stick with the ramp up learning process for crafting a relevant and meaningful (to the media and their public) press release because the effort will soon become easy and quick.
These four promotional marketing “legs” will create a foundation for an author to begin selling their book. In part six of how to write a book, I will start with time-proven techniques authors have used to add to the foundation above, have fun interacting with people and start selling books. Stay tuned…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Book covers and professional editing expose an author as the debutante at the book ball. Aspiring authors I coach on how to write a book often overlook the critical nature of their book covers and professional editing. A book cover is an author’s billboard to the world, while professional editing showcases the interior architecture of a book.
Book Covers
Book covers should present a single visual element with quick reader impact. The person who created the cliche, “You have one chance to make a positive impression” must have been thinking about book covers. An author has no more than five seconds to make a positive impression before a potential reader moves on to the next book cover.
The front cover should scream to a potential reader “pick me,” “look at this book.” The back cover should “grab” the potential reader that just picked up this book that the book is worth purchasing with a catchy headline that connotes to the reader that this book was written “just for them.” Don’t get bogged down obsessing about testimonials and endorsements unless these blurbs in quotes are from subject gurus, The Pope, or someone of like stature. Testimonials and endorsements are often fillers and added when all the rest of the verbiage doesn’t resonate.
Here are seven tips to guide an author to maximize the “book billboard”:
1) Design for a specific audience. Every author should match their book cover to what their genre will be looking for by reviewing competitor’s books for ideas on colors and other visuals. An author should pay particular attention to the most successful competitions’ book cover look.
2) Create small. Book covers should look great online, in a catalog, book review… Pay particular attention to print size of the book title.
3) Match typestyles. Use fonts that match other successful books in the author’s genre. Use “MyFonts” (sources) to review various fonts. An author should restrict their number of fonts to no more than two or three.
4) Color matters. Use color to your advantage, as author, to get the best response from your demographic.
5) Harmonize the front and back covers. These two book covers create a two-step selling process. The front book cover is designed to reel the prospective reader in, saying this is a book to take notice of…appeal on an emotional level. The back book cover explains what the book covers with endorsements, benefits, features and claims. The front and back book covers should look like they belong together with the font sizes and colors.
6) Book covers with backbone… The spine of an author’s book is generally the only visible part of the book in a bookstore, so it’s important to make the title large and legible.
7) Drop being clever. When designing a book cover, it’s smarter to not try and be clever. Book covers need to be easy to understand and read.
Make print overruns of the book cover to use for marketing and publicity.
Professional Editing
A book is not judged only by its book cover. Every author should go to great lengths to not be one of those writers that readers end up playing the game, “spot the errors.” Publishers and printers tell me that they often receive book manuscripts riddled with errors in grammar, punctuation and usage errors. Granted, no one is perfect…but it is nice when an author makes an attempt to be as close to perfect in readership as possible for the benefit of book sales and reader respect.
An author wants to submit only the best, most polished manuscript possible. If an author cannot afford a professional editor (typically runs $.01 to $.02 per word), critique groups, English teachers interested in extra work, another author, a journalist…can review a manuscript. An author has poured heart and soul into writing a book…don’t short-change the “masterpiece” by publishing the first or second draft. Make the words jump off the page and shine. Once you have polished the manuscript, then work out the details on how to sell the book.
Clear editing from the beginning can facilitate subsidiary rights sales. “Sub” rights purchasers look for material that is ready to use and written clearly for their target audience. Make the rights buyers’ job easy and add to your bank account.
Book covers are the billboard for an author and manuscript editing for proper grammar, readability, etc. is the expression of the degree of professionalism an author chooses to convey to the world. The choice is yours…
Mike McCann
Mike-at-GlobalBusinessCafe.com
Reference:
Fonts for book covers http://new.myfonts.com/
Getting Organized for Forward Momentum
Preparing a rough outline with section and chapter heads was my last post toward helping you write a book. Today, we’ll cover writing a book by organizing your materials in one comprehensive location. Necessary materials include:
a) three-ring binder with interior pocket, writing instrument and ample supply of three-hole paper for notes
b) three-hole organizational tabs to separate note paper by segments and chapters and,
c) two+ 4GB USB flash drives.
Carry this three-ring binder everywhere. Ongoing story: I never know when an idea will come to mind and am constantly ready to jot notes pertaining to one of the chapter subjects (or introduction, foreword, back cover, “about the author,” testimonial segments).
When an idea comes to mind, I immediately write the idea on paper and insert the idea within the tab segment corresponding to the ideas’ topic. Another application for the note paper and binder idea comes when researching book material and need to take notes and jot down references.
I carry 4GB flash drives because these media devices are small enough to carry easily and substantial enough to hold much material. I choose 4GB flash drives because 2GB flash drives are too small to accumulate a large amount of material for a manuscript and 8GB is too large to depend on in case the flash drive is damaged or lost.
Two flash drives insure that I am never caught by surprise without adequate media storage while away from the office. Also, on one occasion, one of my flash drives malfunctioned and all the material from the bad flash drive had to be transferred to the second flash drive for peace of mind.
If carrying a three-ring binder everywhere is a burden, BE SURE to carry adequate note paper and writing instrument with you…transferring any notes taken to the three-ring binder system on a disciplined basis.
Helping you write a book through always carrying note paper and writing instrument crystallizes thoughts and keeps you on a disciplined timeline toward completion of writing a book. In two days, I will discuss options for different book formats and recommended page lengths on the road to writing a book.
Mike McCann
Mike-at-GlobalBusinessCafe.com