Publishing Advice
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“I want to sell a million copies”
I hear this sentence at least three times a day. A million copies. The magic number. Just thought I’d throw a few more magic numbers out there….
Here is a brief run down of Stephen King’s latest marketing program for his last book from an October 2011 Wall Street Journal Article.
Mr. King and his publisher, Scribner, face an odd challenge as they unleash an elaborate marketing campaign to promote “11/22/63.” How do you rebrand one of the world’s most famous and successful living authors? Scribner is targeting history buffs with book-giveaway promotions on bio.com and history sites. To reach news junkies, the publisher bought ad time on 11 p.m. news programs in New York, Los Angeles and Chicago. The 30-second ad, which will also run on the CNN airport network and on the A&E and Syfy networks, shows archival footage of Kennedy’s Dallas motorcade, with a voice-over that says, “What if instead of justwatching history, you could change it?” Mr. King’s book tour will include appearances at the John F. Kennedy Presidential Library and Museum in Boston and at the Sixth Floor Museum in Dallas, the site Oswald fired from. The Dallas museum is preparing to host 1,000 people.
So what do we take away from this?
Mr. King has a huge following and decades of New York Times Best Sellers behind him.
He was on the road for weeks doing events in high-profile locations.
His publisher purchased ads on CNN, A&E the 11pm news in major markets.
Scribner also launched a multi-platform online campaign that gave away over 3000 books.
The magic number since the book released last November? According to Bookscan, Mr. King has sold 576,361 copies across all formats.
One of the best-selling authors of all time spent over a hundred thousand dollars on marketing with his publisher and even with eBook sales included, did not reach a million copies.
What is the real magic number?
It starts with the amount of time you spend getting the package of your book right
It is followed by the number of months you spend planning and orchestrating your launch
Right behind that is the number of ads and programs you participate in.
But that last number does not count much unless the ads and programs are in top venues (USA TODAY, PEOPLE, CNN…)
Next up is the number of PR and marketing professionals you are working with.
Then is there are the amount of reviews you get
A BIG number is how many retailers are getting your marketing and PR information to convince the buyers to buy your book.
Finally, there is the elusive “tipping point” number. How many people have to love and recommend your book before it takes on a life of its own?
So what is the answer to the question “what are the right numbers for my book?”.
It is different for everybody, but start with THOSE numbers and THEN tell the world how many you plan on selling. If you are going to spend 20 hours and $4000 on sales and marketing, your book will not “catch fire”. The stories of books that grow from nothing and become huge successes have enormous numbers behind them. Numbers of hours, numbers of dollars, numbers of supporters…. the ratio varies, but the totals are the same. At least a million….
What They Think They Know About Books
I get calls all the time from people who “know” the book publishing industry. They have written a book and have been avid readers for years… so they assume that they are the key demographic and what they know is fact.
More often than not, what they “know” is old news. Now I assume that no one reading this falls into this category, but perhaps we can pass this info onto the others…
So, once again:
- Hardcovers no longer are the standard for “serious” books and are rarely purchased
- POD has become more acceptable to bookstores, but you still need to print some and offer them through traditional distribution or fulfillment companies to be taken seriously by the bookstores.
- Digital Printing has improved in quality and you do NOT need to print thousands of books.
- There are even fewer print and online reviewers of consequence but…
- Reviews are still KEY. Most libraries and major book chains need professional reviews before they will consider a small press title in any real quantity.
- Libraries and bookstores are not necessarily the best way to get to readers anymore
- Most books are not sold in bookstores
- eBooks have taken a much bigger portion of book sales
- There are MORE readers now than there were a year ago THANKS to eBook readers
- Inexpensive eBooks are the best way to get your book out to the most people and create a buzz. It does not “cheapen the book, it gives the reader a chance to sample something they would not otherwise because of a special offer.
Call if you want clarification on any of these! 518-261-1300 or email info@newshelves.com
Friends Don’t Let Friends complain about Facebook
Once again, there is a hue and cry over the changes made to Facebook. A service that brings enormous enjoyment and connection to millions of people everyday for free. Enough complaining! Facebook has the right to introduce improvements and changes and you have the right to not use it if you wish.
I’ll go on the record here:
The changes might actually be an improvement once you stop freaking out about the fact that something is different. Now we can make lists of friends and not have to wade through all the minutiae of every person who lands in that grey spot between unfriending vs. hiding vs. terribly interested.
Relax. Try it out. See what you like. Give it a few days. THEN make a solid, rational case for your opinion. “I just don’t like change” is not a position which one should state publicly. Shhhh…. go play with your new Facebook and stop cluttering my new “Top Stories”.
When to say “When”
Recently, a few authors have come to us and asked if it was time to “pull the plug” on their book marketing efforts. These authors have spent time, money and a lot of energy promoting books that have still not found a large readership. When is it time to say “When”?
My thoughts on this run the gamut from “Now” to “Never”. To be specific… there comes a time when investing money in your marketing plan no longer makes sense. If you have hired a reputable, hard-working PR firm, if you have spent the time and money on marketing your book to your core readership, if you have made your book available through fulfillment or distribution channels… if you have done all of this for over a year and you are still not selling books? It is time to put away the checkbook.
BUT, it is NEVER time to put away the clock. This book is your baby. If you still have the time to watch Mad Men, then you have the time to participate in discussion groups, visit your local library’s book club, participate in a local author event, review other author’s books on line…. there is always something you can do with our time to get your book out there. You never know when the “right” person will read it and it is your job to keep putting in the time to promote your book.
Some books take years to take off. But it won’t happen if you have given up.
Social Media and Online Book Marketing
We had a wonderful time today talking to Sherrie Wilkolaski about Social Media and Marketing your Book Online.
Here is a recording of her great advice for authors:
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What Sort of Publishing is Right for You?
Below is the recording of last week’s great session about the different faces of Self-Publishing.
We also mentioned some websites everyone should check out before choosing a self-publishing option. These are forums and/or blogs where folks ask questions and provide information about their various experiences with some of the different vanity presses, co-publishing companies, publishers and literary agents.
Here’s a list of some links we really like:
Preditors & Editors
WritersWeekly.com – Whispers And Warnings
Activity Stream – Absolute Write Water Cooler
What if I Booked an Author Event and Nobody Came?
We had a great time today on Free Advice Friday talking about Author Events. Some of the key points from our chat:
- Book your event at least 60 days in advance
- Take responsibility for every aspect of your event. Don’t leave anything to chance or the bookstore.
- Drop by the store 5-6 weeks before you signing and discuss signage, calendar listing, newsletter announcements and invitations with the manager.
- Don’t be shy! Send out invitations and ask for RSVPs!
- Print up postcards, bookmarks or flyers for the store to give out.
- Break up your event with numerous short readings to grab numerous new customers and make the most of your time.
- Some signings are slow with few attendees. Don’t take it personally. Keep going!
There was A LOT more, so if you want to hear the entire chat, here is this week’s recording. Enjoy!
Funniest Thing We Have Seen in a Long Time
The Numbers of Sucess and The Numbers of Failure
When I started my business 5 years ago, I spent the first three months reaching out to over 800 publishers asking if they would like more information about my services.
Each day, I sent out 10-15 well edited, nicely designed emails and/or snail mail packets describing how fabulous I was and how much I could improve their profits and lessen their work load. I spent every night compiling the packets and spent every morning send them out. The afternoons were for follow up. Every day, including weekends… If I had to miss a day, I doubled up the next day. This went on for three months.
After a time, 7 or 8 publishers said they would like more information.
Eventually, 1 hired me.
800 attempts with 1 success. My business plan stated that I needed a minimum of 10 clients to stay afloat and it took three months and hundreds of hours sending non-mass-mailed outreach letters and painful phone calls to get me 1 client.
It was enough.
With that one client, I now had a job to do. I worked for Write-Stuff Publishing like my life depended upon it and a few weeks later, Avant Guild Publishing followed. In time, I had more clients than I could handle and had to hire help. It was a slow, tiring journey, but today, I have an amazing business partner, terrific clients, fantastic employees, a gorgeous office…. we are looking good!
It is hard to remember how I felt at the beginning until I speak with an author or editor who is ready to branch out on their own. I often hear the following:
“But I’ve SENT out SO many queries!” or “It’s really tough out there…. no one is responding to my requests”
I was reading a great blog at http://www.urbanmusewriter.com/ written by a freelancer who’s family is sending her emails filled with dire predictions of her starvation and bankruptcy. I was cheering her on as I read about her rejection letters and growing panic, but she kept going. As I read on, she was able to share the BEST part about taking the plunge… some one hired her.
ONE success. It is enough. But it takes a LOT of perseverance. What separates those who make it from those who don’t? Lots of things… but the FIRST thing on the list is the ability to not give up.
D5 Creation