Blogger: Wendy Lawton
Location: Books & Such Central Valley Office, CA
Picture this: You have written a can’t-put-it-down book. You know this because the book netted you one of the best agents in the business. That agent enthusiastically presented it to an editor who loved it and took it to publishing committee. They all agreed! A contract was signed and the book delivered. You’ve been through your first-ever edit, then the line edit, and have corrected and approved the page proofs. All in, all done. You keep thinking, “Pinch me! I’m about to hold my first book in my hands.” Now all you have to do is fold your hands and wait patiently for that first book to arrive. Right?
Wrong!
Along comes a Marketing Questionnaire from the publisher. Goodness gracious! It’s seven pages long, asking question about influencers, radio stations in your area, local newspapers and your mailing list (What’s that? The Christmas card list?). Why would they want to know the name of your alumni magazine anyway? And what does it matter whether your church denomination has a magazine? It asks you for suggestions about how you can help publicize your book. Publicize the book??? Will you need cover flats? (Whatever they are?) Will you need bookmarks? How do you plan to use these? And the questions go on and on.
What is all this about? You figured the publisher would take care of marketing the book. Except of course for a book tour which you will gladly do as long as the publisher pays for airfare, hotels, meals and a media escort.
Reality check: If you think your publishing life is going to parallel that of Richard Castle’s. . . well, you have another think coming. In her excellent book, Publicize Your Book, Jacqueline Deval says, “The reality of book publishing is that there are too few resources to support every book. That means some books will get publicity campaigns and budgets while others will go without.”
Your publisher is going to do the best job possible with the resources allotted to your book. This is going to include getting it a great cover (hopefully), putting it in the hands of their professional sales staff who may or may not have time to read it, featuring it in the catalog and on their website. Those are the only things you can be certain to receive. Some books will get more attention than that, including Advanced Reader Copies (ARCs) sent out for review– a very expensive proposition, by the way. There may be plans for print advertising in trade magazines or even consumer periodicals but those are few and far between these days and the jury is still out about whether print ads for books work any longer. Some titles may even get a budget for an outside publicist. Your publisher (or your outside publicist) may set up some radio spots for you if the book warrants it. More than that is rare for an unproven author.
Challenge: Your agent has impressed on you how important it is to have a healthy sell-through if she’s going to build a career for you. So how does one get from zero to success with such limited resources?
The Answer: You add your own creativity, entrepreneurship, resources and focus to the mix.
This week I’m going to be addressing the frustration authors feel when it comes to marketing their own books. We’re going to talk about how disconcerting it can be not knowing what to do. And how impossible it is to analyze results when immediate feedback is practically nonexistent. And how do you set a goal when you may not even know how good is good, numbers-wise, for your publisher? We’ll end the week on Friday by talking about what you can do to make a difference.
And, if you are pre-published, don’t think I’m letting you off the hook. There’s much you need to be doing to build demand for your book. The earlier in the process you begin, the more attractive you will be to an agent or a publisher.
Each day, I’m going to suggest books and articles to read. This is where the rubber meets the road. My friend and client, #1 New York Times bestselling author, Debbie Macomber, busy as she is, made the commitment early in her career to read one new business or marketing book every month. (Hmmm. I wonder if there’s any connection between that kind of career commitment and reaching #1 status?) We need to be more than writers. More than “artistes.” We need to develop an entrepreneurial spirit.
So today, I’m recommending the aforementioned book, Publicize Your Book: An Insider’s Guide to Getting Your Book the Attention It Deserves by Jacqueline Deval. Another book, a marketing classic you’ll want to add to your library is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout.
Let’s get started. Jump in and sound off. Were you frustrated to discover that much of the horsepower behind publicity needs to come from the author himself? What have you done to market your book? Has it worked? What about pre-marketing? What are you doing to build a brand or a presence? What frustrates you about the process?
Is it okay to say I just bought it on Kindle? 🙂
Thanks for the head’s up . . .
I read your first lines and I thought that you talk about my book, but then I woke up…:) Your topic for this week is the most important in the sequence of writing, editing, getting an agent, convincing the editor and the publisher and finally selling. I follow on Amazon/books the rankings of many books in hard copy and at kindle. One first time author stays at high ranking by being busy marketing her book on inernet’s websites. Hopefully we can find this week, via your blogs, how a first time (and not so first time) author can market his or her book without funds from the book publisher. Great topic for this week, so thanks.
Wendy, I have to say that this was the biggest shock I received as I learned about what it means to be a published author. It’s bad enough to work hard to learn the craft, but then to find we have to become conversant with yet another aspect–marketing–is a real blow.
Not only is it like learning a new language and culture, but it takes time. And as Jack Cavanaugh so elegantly put it, “When you’re marketing, you’re not writing. And when you’re writing, you’re not marketing.” Other than human cloning, the only solution I see is the one you propose: learn to market and get involved.
Thanks for sharing.
Fabulous article, Wendy.
Since I work in online book promotion, and since I chose a small independent publisher, I knew the majority of marketing would fall on my head. Being a control freak, that didn’t bug me too much.
By the time Little Shepherd came out, I had been blogging for 5 years and had a website for around 4. I took networking very seriously because I was 1 little writer in a sea full of them. Facebook and Twitter made things easier.
What worked:
I coordinated a 2 1/2 month virtual book tour, which helped to land my book on the Amazon bestsellers list in its category multiple times (but depending on the day it’s not always hard to do that). I was interviewed by the local paper, and had a couple of Internet radio interviews.
What didn’t work:
I held a book signing at my church during their annual Christmas Bazaar and Tag Sale. I spent all day there and sold 6 copies to people from my church. I was disappointed, but it was a good learning experience.
As far as brand presence, I’m trying to market myself as a writer of faith-filled journeys for kids. My focus would be on retelling Bible stories from a child’s POV using a blend of fictional and historical characters. The most frustating is that the market seems elusive. I am trying to hit homeschoolers, churches, and Sunday schools, but not getting a lot of results. While I am in our public schools often, I can’t really market to them because of the content of the book. I keep plugging away, because to give up isn’t in my nature.
Thanks for the great article. I look forward to more of this week’s posts.
I’ve been hearing this for a while and I’m kind of excited about it. I’ve been in PR and marketing most of my career and think it would be kind of fun to promote something of my own! And this post has already made me think of a couple of ways I need to beef up my proposal. Alumni mag–of course!
I look forward to each day of this series.
This post is very timely for me. I’m in need some great direction in building a brand and presence. I’ve got the start, now I need o know where to go from here. Thanks for the book tip.
Rich, I understand exactly what you’re saying. It’s a constant juggling act. With only so much time in the day, you have to wonder how to manage it all.
Time management and organization is so important for writers. Maybe if we added 3 more hours to each day that would help too. 🙂
Good luck!
Thanks for this Wendy.
I wrote a long vent here, and erased it. I’ll just say this:
Every book is its own small business. Like Diane Keaton in Baby Boom, go sell your wares everywhere.
And never give up.
I would like to request a generic marketing plan related to P-Day (Publication Day) and what to do 6 months, 3, months, 1 month out, etc.
Thank you.
Bill
This post is so timely for me, Wendy. I have my debut novel coming out in late November with a small press and then six months later, another novel coming out with a major publisher.
I’ve been aware from the get-go that I need to be on the ball with marketing this book. The second book is an historical set in my own hometown. Even though that gives me a “leg up” I still need to do my marketing.
Right now I’m teeing up to get the name of my first book which is THYME FOR LOVE. Um, just thought I’d mention it. LOL. I will be following your posts this week with great interest. I just downloaded that first book you recommended to Kindle/iPad. Thanks for the suggestion!
I can’t wait to read the rest of the posts, Wendy! This is exactly what I needed/wanted. I am jotting down the books you are recommending and ordering them asap.
What am I doing to build a brand or a presence?
I love to network. I try to take as many as classes as I can, visit and comment on blogs, guest blog, invite guests to be a guest on my blog,communicate with communities that involve readers of my genre (i.e. YA-teenagers, and of course keep up on all social networking.
🙂
Thanks for the tips and book suggestions, Wendy! I’ll be sure to check them out.
I’m one of the weird ones who gets excited about the marketing aspect of writing. Although I’m not published yet, I’ve tried to build an online presence and have already made some wonderful connections for that day whenever I AM published. Sometimes it’s the silent followers who surprise the most.
A very timely subject and like everyone else, I’m excited to see.
I’ve already talked to our local theatre and they’ve agreed to show my book trailer (when I have one made and a contract) before every single movie the month prior and after launch date. I also plan on having a launch party there including giveaways and free movie tickets.
I write a monthly column in our local newspaper and they’ll do a feature when I have a book.
I’ve written guests blog posts and already have a list of blogs and related posts to different aspects of my fiction novel that relate to my target audience, besides my own group blog.
I have a website. I’m planning to launch my own blog there in the next few months. I’m saving to have some professional help when this happens.
I think Debbie Macombers decision is smart and we should follow suite. I’m currently doing that w/ writing books to hone my craft but will be extending that. I’ve heard great things about Kristen Lamb’s Are You There Blog, It’s Me Writer. I plan on reading that soon.
Thanks, Michelle.
I’m not frustrated with the expectations, just some of the particulars–particularly the perceived importance of some social media. I’m afraid I’ll never agree that Twitter is a tool fiction authors should waste valuable time on. And yes, I’ll throw Facebook in there as well.
People in these modern times latch on to every electronic fad and fancy that rears its time-wasting head, and nobody seems to be brave enough to step up and call them what they are–kind of like the emperor’s new clothes.
The results must justify the investment in time, and I don’t believe anyone can point to their Twitter or Facebook accounts as being responsible for selling more than a handful of books. Yes, I know there may be exceptions, but that’s just what they are.
Wendy, Thank you for explaining the realities of marketing our work with the helpful resources to read. I’m not there yet, but preparing for that day. Without expert guidance,it would be overwhelming. Looking forward to reading your posts this week.
I used to feel that “marketing” was a negative word, but all marketing really is is letting people the availability of something in which they might be interested. As a Christian, I hope what I’ve written is a blessing to others, but if they don’t know it exists, then how can it bless them?
Marketing is also a way connect with readers, and that connection is essential if I’m to be an effective author.
Lance, we’ll have to agree to disagree. As a writer, I’ve read books by authors I only met via Twitter. I would have never known of them otherwise.
They can be time wastes if you don’t manage them and treat them as a marketing tool. If you focus your tweets/posts and interactions the results can be amazing. Even in research aspects, I’ve gotten some great help from Twitter and FB.
I can’t wait to read more. Keep it coming!
My frustration is that I like to know the “right way” to do things, and with publicity and marketing there isn’t one right way. So, while the variety and creativity can be fun, I wish I knew what really worked.
I also need to be more consistent with everything, rather than just doing things haphazardly.
Wish I’d had this series a year or two ago before my first devotional was published. But it’s not too late for my current works in progress. I’ve got another non-fiction working, and then I’m off to novel land.
Looking forward to the rest of the series.
Wendy, I’m eager to read what you have to say. Marketing can feel like such a vague thing. How much does the typical Christian publisher expect? And what are those things?
There’s so much that can be done but only so much time available. And that’s different for each of us. With my last proposal I wondered if I was offering enough or if it was far more than what was necessary. (I know you can never do enough marketing!) I’d love examples of what would make the publishers at the ACFW conference happy.
Thanks so much, Wendy.
This is perfect timing for me. I’m just starting to get my website/blog set up and as soon as I post this, I’ll go on Amazon and order for my Kindle the first book you recommended. Thanks to whomever who said it’s an ebook. I can’t wait for the rest of your posts on this subject.
Liz Ross Jones
I have to admit that learning, at my first writers conference in 2003, that I would have to market my books was a huge disappointment. That was one of the worst days of my life. I’ve since come to grudgingly accept this.
What I don’t really understand though is what exactly a publisher will bring to the marketing table for a new author. You say all he can count on is a listing in a catalogue and on a website. No ARCs. No reading by the marketing or sales staff. I assume the hour or two spent filling out that 7 page questionaire won’t result in the publisher even sending a notice to your alumni mag. That means the writer had better figure on making his bookmarks, scheduling his events, paying for all his events out of a miniscule advance, and may not even get a great cover.
Makes me rethink my desire to be published through the traditional route.
As far as pre-published marketing/brand building, etc., what frustrates me the most is the advice to spam my FB and address book friends with info about my books. Ain’t gonna happen.
David, a publisher actually can bring much to the table. I was outlining the minimum you can expect. Most do send out review copies and arrange some media, it’s just that authors who expect these things can be disappointed.
We’ll be talking more about what to do this week and about the frustrations inherent in the process but I promise I will not suggest you spam any friends (or strangers for that matter). Publicity that works is all about being innovative and appropriate. I use the word “winsome.” Charming. It needs to be real.
Melissa, I know there are exceptions, but it’s common for writers to discover other writers via Twitter and Facebook–I’ve never met a single non-writer who peruses these media for their next book to read. Again, it may happen now and then, I’m just unconvinced they justify the investment.
One can search parking lots for pennies, and might even find a quarter now and then, but there are far better ways to spend one’s time.
Excellent info, Wendy. Looking forward to learning and being inspired, encouraged and sometimes shoved forward by the wisdom here.
@Lance – I was never a fan of Twitter. Social media, in general, seemed a waste of very valuable time. But after taking a look at how to use the tools properly and effectively, I’m growing to appreciate the advantages of these channels. Sure, Twitter and FB may not be for you. But many authors and other creatives have used them to garner sales, create a brand and build their reputation and clout. One weapon in the arsenal, you might say.
Marketing is, as Wendy points out, difficult to analyze “when immediate feedback is practically nonexistent.”
Great discussion on the pros and cons of social media. I think the effectiveness of social media can be different depending upon what you’re marketing. I tend to believe non-fiction would be harder to market there than fiction, unless you are a well-established expert in your field who already had a large following before using Twitter.
The world of blogging has changed over the past few years. While blogs used to be a hobby, they are now an income source. Sponsors are paying good money to be featured at blogs, and bloggers are not only getting cash, they are reviewing big price tag items. One of my friends was recently flown to the Green Giant plant and given a tour along with other treats, with the understanding that she would blog about her experience.
For fiction, especially huge genres like romance and fantasy, recommendations from bloggers who are active in social media carry weight.
I think social media can be effective when used properly, but you have to be careful not to spend all your time networking and little time writing.
So interesting, Cheryl. I’m going to be talking about blogs on Thursday. So much depends on the blogger’s clout.
Funny, your take on nonfiction presenting a bigger challenge. I’ve never heard anyone say that. It’s almost always the other way around.
That’s not a bad idea. Dry reading, but reading one business or marketing book would help. I’m all ready got a binder organzing receipts and stuff related to blogging and writing for a schedule c next year, but I’ve got to say, I haven’t read a single business book. Maybe I should start?
Any reccomendations for business and marketing books?