Welcome to an Interview with one of my FAVORITE people, Joan Stewart!

In my last post, I had the privilege of giving you some ideas on how to impress bookstores and convince them to stock your books. One of the ideas included making sure that you had a strong marketing and book publicity plan.  Great advice (if I do say so myself), but HOW? Getting press and having a constant promotional presence IS vital, but how does an author with no PR experience go about getting that presence?

Enter Joan Stewart,  aka “the Publicity Hound“. Joan and I have worked together for many years helping authors and publishers learn the ins and outs of PR and marketing. Joan has over 30 years experience in the media and knows what doesn’t work and what does.

SO to start, here is a short list of things Joan and I have seen authors and publishers do that do NOT work…

Book Publicity Don’ts:

1.   Going for the “Big Hit.”

Every author is hoping for a call from NPR’s Terry Gross or the producers of Good Morning America. Perhaps they are pitching for a cover story at USA Today. Spending more than a small amount of time and money on these Top Tier Media outlets is not a great idea. There is a VERY small chance of getting in (especially if you are an indie author.) On top of that, if you DO get a Big Hit, it is a general media outlet going to a general audience; it is virtually impossible to focus on your message. Getting a Top Tier media appearance is fabulous to build credibility but does not usually sell books the way you think it will.

2.    Sending out press releases and expecting that the editors and press will contact you. 

Press releases are simply announcements.  They are very different from story or interview idea PITCHES to the writers and editors. (See our earlier post on pitching your book.)

3.    Sending out mass emails to thousands of reporters on a list. (“Spray and Pray”)

Lists are a great way to get started and a very useful tool, but mass mailing a form letter to the list will not get you anywhere NEAR the results a crafted email will. Take the time to personalize each email.  You will gather FAR more media and press successes if you do.

What Does Work:

1.  Penetrate your local community where people know you. 

WHY:  Local media frequently views local authors as celebrities and local media are incredibly easy to get into comparatively to national media stations—especially local papers. Newspapers and weekly papers need local news, and you need items in the press on a regular basis.

Pat Morgan, author of The Concrete Killing Fields,  penetrated the local Memphis area when she launched her book. She got a full page article in the local paper and a big write up in the Memphis Flyer and appeared on local TV stations. Yes, she had plans for a national press appearance and ended up in larger markets, but those local press appearances helped her sell a TON of books in Memphis and got her on a local bestseller list for TWO YEARS.

2.  Springboard from an event.

If you are appearing at a function or speaking for an organization, offer to write an article for that organization’s newsletter. Or ask if they will send an email to their entire mailing list about you and your book. Then, get the organization to help you pitch the media in their industry and geographic area. Program coordinators are looking for interesting speakers, but they also know ALL the media folks because they have to promote their events. Remember, only a small percentage of a group’s membership will attend an event. Reaching the rest of the membership and getting online and print exposure is a great way to optimize your appearance.

Steve Snyder, author of Shot Down: The True Story of Pilot Howard Snyder and the Crew of the B-17 Susan Ruth, (a BookWorks Book of the Week) sold over 2000 books in eight months mostly by targeting museums that had anything to do with aviation. WWII groups, retirement communities, and senior living mobile home parks and RV clubs.

3.  Partner with corporations and non-profits whose themes tie into the themes of your book.

Mara Purl, author of The Milford-Haven Novels,  now speaks for the American Heart Association about taking care of your heart and life by being kind to yourself. She is not a medical professional; she is a novelist who writes heartwarming love stories! The American Heart Association buys copies of her book to give to folks who attend the events so that they can relax with a book. She put bookplates for the non-profit organization in the book. The organizations love it and she has sold thousands of additional books with this idea.

4.  Getting your book into Holiday Gift Guides. 
Holiday Gift Guides in newspapers and online are easier to get into than national magazines. National magazines start planning their holiday content many months in advance. Christmas, Valentine’s Day, Mother’s Day, Graduation, Father’s Day, hunting season—you name it—print publications, websites, and podcasters all have gift guides. If you are interested in being considered for a seasonal promotion, I suggest you approach your target venue four months before the holiday month. Newspapers usually don’t need that much time, but magazines do.  Better safe than sorry!

5.  Pitching the New Product sections of magazines, (especially niche magazines!) 

While Real Simple and Martha Stewart are great, go with niche and smaller publications to start.  They are always looking for new products, and a book IS a product. There are always websites and newsletters happy to suggest new products that could help their readership. Let your fingers do the Googling! TIP:  Make a high-res jpg (300 dpi) of your cover available on your website so that journalists and editors can download a high-resolution photo with no trouble.  Also, have a 50-word, a 100-word, and a 200-word description ready for cut and pasting as well.  Editors LOVE to work with folks that make their jobs easier.

We’d love to hear what kinds of book publicity strategies you’ve used to get noticed in the comments section below—what worked, and what didn’t.

Originally published at: http://www.bookworks.com/2016/10/book-publicity-dos-donts-for-indie-authors/#sthash.vZF0RPkA.dpuf

We all dream of the day we walk into a bookstore, an airport store, a local supermarket or a gift shop and see our book on the shelf.  But how do you get there?

Book Buyers Work Through Wholesalers

Bookstores, supermarkets, gift stores (and just about any other chain retailer) work with wholesalers.  Among the biggest wholesalers in our industry are Ingram, Baker and Taylor, Bookazine, America West, Brodart, and others.
For a retailer to buy your book directly from you, they have to go through the hassle of setting you up in their system.  They will not likely go through this exercise unless they are convinced that your book is worth their time and trouble.  So in the beginning, they will typically want to order from a wholesaler.

If you are focusing on independent bookstores or gift stores, there is a way around this.  You can offer them your book on consignment.  This means they don’t pay you up front for the books, but only after they sell.

If you have gone the POD route through IngramSpark (which is a good route to go), you are already set up at the biggest wholesaler in the US, Ingram Content Group.  IngramSpark is part of Ingram Content Group and they work together to make your book available to retailers.  (Just make sure that you choose “returnable” when setting the book up—retailers buy RETURNABLE!)

If You’re Not POD with IngramSpark, How Do You Get Into a Wholesaler?

Getting into a wholesaler is not complicated, nor is it easy.  I’ve included a list of links below to the wholesalers’ information and application pages.  Applying to each wholesaler takes time but is a great first step.

Bookstores and Libraries:

Ingram – http://www.ingramcontent.com/publishers/distribution/wholesale

Baker & Taylor –  http://www.baker-taylor.com/suppliers_supplier_info.cfm

B&T Application  –  http://www.baker-taylor.com/PDFs/BT_VendorApplication2016v3.pdf

Libraries:

Brodart –  http://www.brodartbooks.com/

Bookazine – http://www.bookazine.com 

Follett (K – 12 and University Libraries) –  http://www.follett.com/contact-vendor

Quality –  http://www.quality-books.com/ideal.htm

Unique –  http://www.uniquebooksinc.com/index.php?q=publisher-agreement

Bookstores and Chains:

America West –  http://americanwestbooks.com/information-for-publishers/

eBooks:

Overdrive –  http://company.overdrive.com/files/PublisherBrochure.pdf

Overdrive Application –  http://company.overdrive.com/connect-application/

Big Box Stores:

Select Media –  http://www.selectmediaservices.com/partners.html

The News Groups –  http://www.tng.com/AreYouAVendor/Pages/USABookVendor.aspx

ReaderLink –  http://readerlink.net/TitleSubmission.aspx

You’re Set Up With Wholesalers, Now What?

When I meet authors and publishers who are interested in growing their sales, I ask them this question: “What shelves do you want to see your book on?”
What I hear the most often is “Barnes and Noble”, “BooksaMillion”, “Costco”, “Walmart” and often, “My book would be PERFECT for Airport stores!”

While that may be true, I hate having to tell them what I am about to tell you…

That will only happen if you can prove to the book buyers at these stores that your book will earn its shelf space.

When it comes to bookstores (and all retailers), you  need to show them that you are working to create demand.  Stores’  book buyers are presented with thousands of different titles each week and they obviously opt for those they think will make them the most money.  Books with strong marketing and advertising backing them will be favored over those that do not.

They will also be checking their biggest competitor, Amazon.  All bookstores have access to sales data and even the smallest independent bookstores have to be highly discriminating on how/where they invest their time, real estate and resources.  So if your sales are poor on Amazon.com, your book won’t make the cut.

I wish it were true that that bookstores and book buyers will “give books a chance” and champion the little guy.  While there is the occasional exception, bookstores are businesses and judge every potential book placement for its ability to make money.

As for other retailers, airport stores, Costco, and supermarkets have very limited shelf space compared to the rent they are being charged.  It’s a buyer’s job to make sure that those shelves earn their keep.  If books are put on the shelves that don’t sell enough, the buyer has to replace them, which is expensive and a waste of time and money (and can make them look bad).

No matter how great your book is, you need to prove to the buyer that your book will make money.  How will you do that?

If You Don’t Yet Have Impressive Sales Figures, Try This…

Offer the buyer a list of things that you ARE going to do.

• Host a book club online
• Run a BookBub promotion for your eBook
• Offer table or window display advertising dollars
• Write articles for a national magazine
• Get interviewed by national newspapers

I know this list is a bit overwhelming and your next question is probably “well how do I get all that marketing and PR?”

That is an entirely different question we can address in a future post.  But now you are armed with the facts about what you’ll be facing when you approach a national chain in the book world or outside of it.  It is not impossible to get your book on the shelf of a national chain or bookstore, as long as you have a firm idea of how the business works and what the book buyers need.

If I can help in any way, do not hesitate to contact me at info@newshelves.com

Originally published at: http://www.bookworks.com/2016/08/wooing-book-buyers-to-get-your-book-into-stores/#sthash.DeXdDHRw.dpuf

This month, I asked Jerry Friends, the Publishing and Distribution Manager at Thompson Shore to sit down with me. Jerry and I met at AuthorU Extravaganza last September and I was impressed with his knowledge of self-publishing. Jerry has seen thousands of books succeed and fail in the last few years and so I asked him to join me.

What She Did: Let Their Friend/Relative Read And Edit Her Book

Jerry and I both agree that it is very tempting to save money (and some hurt feelings) by letting someone who “gets” you read your manuscript. I mean, just because they are related to you does not mean that they are not qualified to edit a manuscript! What about authors who KNOW a professional editor?

What You Should Have Done Instead

In spite of all the “good” reasons to hire or use someone you know to edit your book, you should not do it. Ever. Nope. No exceptions. Nada. Sorry.

Editors need to start from a place of complete “zero” when approaching a manuscript. They have to read the writing from a position of complete ignorance about the writer or their decisions and suggestions will be shaded by what they know. The reader will not have the benefit of shared experience with the author and neither should the editor. No matter how tempted you are, give the reader the benefit of an edited manuscript that was reviewed by a complete stranger.

What You Can Do

Don’t just take my word for it. Editors and editorial services will do evaluations of a set number of pages for a small fee. Thompson Shore charges $100 to completely edit and evaluate the first 10-12 pages of a manuscript. Other editorial services are also out there and are a TERRIFIC investment even when in the middle of writing. How great would it be to get coaching on your writing tone, voice, and style BEFORE you finished?

What I Did: Printed And Published My Book Without Solid Goals In Mind

According to Jerry, the most important conversation authors need to have with themselves will focus on for WHOM the author is writing and WHAT goals will be pursued.

• Are you writing a cookbook to raise funds for a local charity?
• Are you writing a book to allow you to pass on your advice to clients?
• Are you writing a book to share your story or entertain and be of service to the world at large?

I am guilty of this. I published my last book with a vague idea of the market but I did NOT set solid sales goals. I knew I wanted to be of help and that is as far as I got.

What I Should Have Done Instead

I should have asked myself the following questions:

1. Is this book for my clients and business associates only?
2. Do I want the book to be purchased and used by total strangers?
3. Do I want to sell the book outside of the US?
4. How many books do I want to sell in the first two years?
5. How much time and money am I prepared to invest in achieving these goals?

What I Then Did

After speaking with Jerry, I went back and set a goal of 3000 books sold online (print or ebook) in 2017. I want to mainly focus on the US and Canadian market because some of the advice in my book does not translate wonderfully to other countries. Yes, I want to still give away a LOT of books to clients and students, but I have been focusing my time and money on promoting my book as an “add on” to my existing base…. It is time to expand to strangers and let my book “introduce” me to another group of authors and publishers who need or want my assistance.

Next step. Invest the time and money necessary to ACHIEVE the goal of selling 3000 copies in 2017.

What He Did: He Did Not Get A Second Proof Read Of His Book After It Was Laid Out

A client of mine (I will call him “Jeff”) hired an independent copy editor to edit his book. Then the edited manuscript was turned over to a professional layout and design firm who did a terrific job laying out his book and creating a killer cover. The problem? Dozens of small and not-so-small errors were introduced into the manuscript during the layout process. This is COMPLETELY NORMAL and to be expected. Computers create weird spaces or glitch and swap a few letters around with punctuation.

Jeff thought that because the book had been through a review before the layout, he did not need to spend the $2 a page or so to have a professional proofread after the layout. He went to print without it.

What He Should Have Done Instead

Jerry and I see this all the time. At Thompson Shore, the author makes the final decision on every part of the publishing process. Once the book was laid out, Jeff should have either had several people/volunteers read it carefully and make notes of errors and corrections OR he should have hired a professional proofreader to finish the job. Once you spend ALL of that time writing the book and ALL of that money publishing it properly, WHY would you skip this vital step?

What He Then Did

Jeff “unpublished” his book, took it off sale and brought the lay-out file to a professional proofreader. She read and re-read the book several times over the next 10 days and made over a HUNDRED notes that Jeff agreed with.

Here is the thing… Jeff’s manuscript was well written; it was beautifully edited, it was professionally laid out… it just needed that last final step to be considered a professionally published book. There is no need to “rush” to publish. All that does is satisfy the lesser side of our natures. Take the time to do it right and you will be SO glad. The satisfaction that comes from publishing properly, setting goals and creating plans to achieve those goals and “doing it right” will save you time and money in the long run.

More to Come, and What About You?

Next month, I will have more screw ups and mistakes to share with you. I hope you find my DO THIS, NOT THAT features helpful! Feel free to leave a comment below or ask a question… I LOVE giving my opinion!

*Originally published by The Book Designer Nov 2016 by Amy Collins

I am so proud to be included in this valuable program and part of this amazing group of experts. Please join us from Dec 5-17th…  By the time you finish watching a few speakers, you’ll learn hours & hours worth of publishing do’s and don’ts which will help you make an informed decision on how to approach your publishing goals.

Day 1 – Monday, December 5th, 2016

Nina Amir: 9am
Tom Antion: 11am
Blake Atwood: 1pm
Beth Barany: 3pm
Sandra Beckwith: 5pm

Day 2 – Tuesday, December 6th, 2016

Jennifer Blanchard: 9am
Dan Blank: 11am
Dr. Judith Briles: 1pm
Allison Bruning: 3pm
Jeff Bullas: 5pm

Day 3 – Wednesday, December 7th, 2016

Roberto Candelaria: 9am
Chadwick Cannon: 11am
Lisa Cartwright: 1pm
Stephanie Chandler: 3pm
David Chesson: 5pm

Day 4 – Thursday, December 8th, 2016

Karol Clark: 9am
Mark Coker: 11am
Sue Collier: 1pm
Amy Collins: 3pm
Robin Colucci: 5pm

Day 5 – Friday, December 9th, 2016

Honoree Corder: 9am
Susan Daffron: 11am
Barrie Davenport: 1pm
Michele DeFilippo: 3pm
Derek Doepker: 5pm

Day 6 – Saturday, December 10th, 2016

Mal Duane: 9am
Jill E. Fagan: 11am
Joel Friedlander: 1pm
Susan Friedmann: 3pm
Rick Frishman: 5pm

Day 7 – Sunday, December 11th, 2016

Kimberley Grabas: 9am
Connie Ragen Green: 11am
David Hancock: 1pm
Heather Hart: 3pm
Shelley Hitz: 5pm

Day 8 – Monday, December 12th, 2016

Kevin T. Johns: 9am
Kristen Joy Laidig: 11am
Brian Jud: 1pm
Carla King: 3pm
Lynne Klippel: 5pm

Day 9 – Tuesday, December 13th, 2016

Tom Corson Knowles: 9am
Mike Koenigs: 11am
John Kremer: 1pm
Tony Laidig: 3pm
Elizabeth Lawless: 5pm

Day 10 – Wednesday, December 14th, 2016

Shawn Manaher: 9am
Ken McArthur: 11am
Ann McIndoo: 1pm
Marnie Marcus: 3pm
Mark L. Messick: 5pm

Day 11 – Thursday, December 15th, 2016

Derek Murphy: 9am
David Newman: 11am
Grael Norton: 1pm
Terry Whalin: 3pm
Chris O’Byrne: 5pm

Day 12 – Friday, December 16th, 2016

Jason Oman: 9am
Susan Ordona: 11am
Marcos Orozco: 1pm
Bret Ridgway: 3pm
Ted Roach: 5pm

Day 13 – Saturday, December 17th, 2016

Amanda Rooker: 9am
Alinka Rutkowska: 11am
Penny Sansevieri: 1pm
Claudia Svartefoss: 3pm
David Meerman Scott: 5pm

Day 14 – Sunday, December 18th, 2016

Steve Scott: 9am
Lynn Serafinn: 11am
Felicia Slattery: 1pm
Leia Stone: 3pm
Lisa Tener: 5pm

Day 15 – Monday, December 19th, 2016

Emma Tiebens: 9am
Rachel Thompson: 11am
Heather Townsend: 1pm
Ellen Violette: 3pm
Brooke Warner: 5pm

Day 16 – Tuesday, December 20th, 2016

Chris Well: 9am
Kary Oberbrunner: 11am
Dawniel Winningham: 1pm
Jane Tabachnick: 3pm
Paul Brodie: 5pm

Day 17 – Wednesday, December 21st, 2016

Jesse Tevelow: 9am
Simon Bogdanowicz: 11am

I am very happy to introduce you to Cyan Agency and Andra Maguran.  Andra worked for New Shelves Books for the last few years and has just launched her own company to help authors and publishers get their books in front of buyers and reviewers.

Andra and her team will create sales materials and sell your book into the bookstores and libraries across the US. In addition, she offers authors her help in finding and contacting book reviewers on Amazon and online.

She has very reasonable hourly rates and offers discounts for those interested in purchasing her time in 10 hour increments.

To learn more about Andra and Cyan Agency, email andra@cyanagency.com or call 917-658-4751.