Blogger: Mary Keeley
Karen Whiting is a veteran author, and over the years she has developed an extensive network of marketing relationships and ideas. I asked her to share some of the efforts she undertakes to promote her books. Here’s what she kindly offered.
Mary: When do you start to promote a book?
Karen: With the idea and at the very concept stage of the book. I talk about the topic to f ind out who knows something about it. This usually leads me to sources and influencers I can approach. These conversations also give me insight into what they’d want in a book on that topic.
Next, I investigate the topic to see what research is out there, current books already published on the subject, and what blogs abound on it. That helps me to know if the book I want to write is needed or if the idea is overworked, and it helps me to pinpoint what would be new and fresh content (where are the holes/unanswered questions).
I start to write blog posts about the subject as soon as I muse about the topic and keep writing posts throughout the creation of the book. The posts will contain the backstory matter, what doesn’t fit in the book, how I will make choices, or tips that will help the reader. Then, when the book launches, I’m ready to post and can move on to interviews and other writing and marketing efforts.
Mary: Here are several takeaways from Karen’s initial strategy. Can you think of others?
- Talking to a lot of people about your idea adds to your network and can open the door to connecting with influencers.
- Listening to those in your network provides insight into finding a unique angle, fresh content, and an untapped niche.
- Organizing and planning ahead during the concept stage makes lighter work when you are busy marketing your current release while also writing your next book.
How do you find that network?
Karen: The best place to start is locally and through people you know. Ask questions to find out what people do. Keep detailed notes. I recently attended a writer’s conference and Facebooked ahead with others attending. I discovered the husband of an attendee is a radio host. Since he was at the conference, I talked with him and scheduled an interview. That’s leading to some other great promotion. He works in media at a college, and they need practice at creating video, so they will use me and my book topics, and I’ll get free YouTube videos.
When I was considering writing a book about going green, I already knew more than a dozen people I could contact as sources for information. This saved me lots of research time and contributed experts/authorities to the book. That made it easier to create the proposal and pitch the book.
Mary: What can you apply from Karen’s response?
- Start networking right where you are, in your own field of reference. It likely will connect you to further networking opportunities. The point is, get started. Facebook friends are a great resource, and sometimes you can return the favor.
- Be proactive. The little effort it took Karen to connect with attendees at a conference led to a radio interview, which opened up the additional opportunity with the videos. One thing leads to another.
What is the best way to approach a request for a radio interview?
Karen:
- Through the needs of the audience that ties to your book’s topic and what you know. Interviewers often want stories. Next week, when I have an interview on my upcoming Stories of Faith & Courage from the Home Front, the host wants to talk about today’s moms and military dependents. I can use my personal experience as a military wife/mom. I can also weave in a few examples from the past that provide solutions for today. I can even go to a hip hop station that had me on in the past and pitch the idea of songs related to wars (that’s in the book) and how music impacts and reflects life. They don’t want the book pitched as much as relevant topics with interesting slants.
- Relate the book to current events. Cec Murphey did that with his book on male abuse when the college coaching scandals broke last year, and that landed him many interviews.
- Relate the book to unusual date connections. For instance, if you write about organizing or the home, Clean Up Your Desk Day is a great launching pad for interviews. This year is the 200th anniversary of the War of 1812, which ties to Flag Day because the Star-Spangled Banner was written during that war. For me, I have an article coming out for Flag Day for my home front book.
- Relate to facts and statistics. Do you know that ____% of __________ have this problem? Once it looks big, people want someone to talk about it. Keep up with demographics, the Barna report, and studies like http://www.sciencedaily.com/ as that provides fuel for landing interviews.
- Relate to the seasons of the year, especially back to school (not just kid things but moms, who find that time is busier or lonelier), Christmas, Mother’s Day, etc. Do you have a great mom story in your book, or a funny mom story?
Mary: Which of Karen’s ideas struck you as something you could apply to your current work? How could you adapt her idea to fit your work?
So many applicable ideas here. I like the idea of starting to network in my own field of reference and starting to write blog posts about the topic as soon as the musing begins.
Helpful!
~ Wendy
Wendy, I agree. By initiating conversation on your topic at concept stage, you can collect information, build interest, and gain insights into what readers want.
Like Wendy, I’m intrigued by the idea of blog posts related to your theme. I’ve heard so much advice over the years not to talk about your topic; that talking about it depletes your interest for it or takes away the freshness.
It’s really interesting to see an alternative perspective that makes so much sense and offers such potential.
I also really liked the idea of aligning with specific seasons or holidays. Many publishers do that with their scheduling, but Karen again shows the potential for so much more.
Thanks for sharing Mary and Karen.
You’re welcome, Mary. Your blogs at concept stage can be fairly general, offering a fresh perspective on your topic to enliven the conversation. Comments you receive can provide you with insights from potential readers that will be helpful in the draft stage.
Perhaps I’m not extroverted enough, or perhaps I’m out of touch with what the world is interested in, but I rarely find anyone interested in talking about my non-fiction books. My fiction, yes. I’ve been able to create a small buzz at the office as people have asked me about my soon to be self-published novel. But I don’t often take the initiative to work it into conversations.
Then again, I don’t feel comfortable bothering people at my office or at church about my books. I’m pretty sure they would think I was an annoying salesman if I did that. Sometimes concepts behind my books may come out in a conversation, but taking that a step further to say, “That’s what I’m writing about” seems…invasive.
And I would probably die a thousand deaths if I asked someone to put me on their radio program. Handling the program itself would be no problem. It’s asking for the gig I can’t seem to do.
David, I think you speak for many writers. As you know, in today’s publishing world, authors carry the greatest responsibility to promote their books even when they contract with a traditional publisher. How much more when you self-publish. You need great sales numbers on your first book in order to be considered by a publisher for your next book.
I encourage you to practice your approach for a networking opportunity or an interview with someone in your critique group who will give you honest feedback. And you can return the favor. It will help you know what to say and how to say it. It will build confidence and make you feel more comfortable with the idea of doing it.
Best wishes on your novel.
Happy Friday Morning Mary!
I really appreciate Karen sharing her ideas. Networking seems to be the key. One of the benefits of community is being able to reciprocate.
I especially like the ideas of relating the book to current events, facts and statistics, and to seasons of the year. With a little research, this could work for fiction as well.
I’m currently investigating the habits of “stalkers” for my mystery novel. I had NO idea one in twelve women will be stalked in their lifetime…and statistics are perfect material for a blog post!
Thanks again for a beneficial post. Have a great weekend.
Hi Kate. Yes, Karen is generous about sharing marketing tips. She often does workshops on this at conferences.
Your third paragraph is a good example of a simple blurb to spark interest in your topic. (worked for me). You made the mention but then transferred the focus to an intriguing statistic related to something in your book.
Love the idea of networking before going to a conference. I feel much more prepared for ACFW in the fall because I’ve met so many wonderful writers online who I know will be there. If I had gone last year, I wouldn’t have known a soul, and I think the experience probably would have been a lot more threatening and I would have spent more time worrying about feeling overwhelmed, instead of being excited about everyone I get to finally meet in person!
Lindsay, thanks for sharing your example. Everyone you connect with knows someone . . . who knows someone . . . and so on. Promotional opportunities–some even surprising–usually open up along the way.
I can see these ideas being especially helpful for non-fiction writers, though some would still apply for fiction as well. Thanks for the insights!
True to a point, Tiana. But think of the elements that make your novel unique and focus networking efforts in that direction. Karen’s ideas can serve effectively as creative springboards for you.
I love the idea of tying the content of your book to a holiday! It gave me a great idea for how to promote my upcoming nonfiction book right before NanoWrimo. Thanks for the great ideas!
Michelle, thanks for sharing exactly what these ideas were meant to do. I hope you have great results.
I don’t always comment as I write children’s picture books, but this post was especially helpful as it made me think about marketing in new ways. I think these concepts can even be spun to apply to fiction (which I write) particularly when it comes to seasons, special days and current events.
Absolutely, Sharon. Fiction writers can adapt these tips to work for their stories. For instance, in addition to seasons, special days, and current events, you can explore using specific places of interest in your setting. Just start asking questions and connect with people who know something about it. One thing leads to another and you add to your network along the way.
When I read this yesterday, I balked at the idea of writing blogposts about your wip before it’s published. I’ve done that and regretted it. I even wrote a response as such, but my internet failed and ate my comment. Ha!
Now that it’s morning, I reread this whole thing and see that although Karen writes her blogposts as she writes her wip, she doesn’t post them until the book is released. That’s a big difference. And a wise decision. I missed that yesterday. So I’ll carry on writing, I’ll just stop my itchy fingers from publishing the posts before their time. 🙂
Karen and Mary, thank you for the informative views.
Anita, thanks for your comment. You can, however, post general information and ask for feedback relative to your topic, setting and type of characters while you are working on your WIP without talking specifically about your book. The feedback will give you insight into your readers’ perceptions and knowledge that could be very helpful.
Thanks for the post. Some good ideas to think about and work on applying.
You’re welcome, Leah. The hardest part may be deciding where and how to start, but once you get going, it should get easier.
I used the concept of blogging on my writing topic, but backward. 🙂 Aiming for the YA market, I started blogging about music, movies and books. Since I spent so much time talking about music, I thought I should develop a story involving a band.
The manuscript fed back into my blogging, because in researching different musical genres to meet my characters’ tastes, I broadened my listening and interests.
If (or should I say when?) that manuscript gets picked up for publication, one promotional idea I have is to share the characters’ favorite songs for various holidays on FB and Twitter.
Well, that comment didn’t end up where it was supposed to. Happy Saturday morning everyone. 😮
You too, Anita.
I agree with the importance of getting the word out through social media. I am looking forward to a four-day class on that topic at the Write-to-Publish Conference later this month.