1. Get Educated. Immediately. Book publishing is a complex and tricky business. Work on building your own library of how-to and advice books and periodicals that explain the industry.
2. Get Advice. Make it a goal to obtain a minimum of seven to ten objective, in-depth critiques of your manuscript from competent experts. If the same suggestions for improvement are made by several people, take their advice and make the changes.
3. Get Focused. Define with precision the editorial niche your book fits into, and how the readership within it will be reached. Exhaust these opportunities.
4. Get Busy. Develop a marketing plan addressing packaging, promotion, direct mail, publicity, warehousing and distribution.
5. Get Humble. Concurrently circulate the publishing proposal to established publishers in the field not only as an alternative to self-publishing, but for free feedback.
6. Get Serious. Ask yourself what special credentials you have that would convince people to buy a book from you. Position yourself as an expert in the subject your book covers.
7. Get Out of the Clouds. There are sales experts in your field be it gardening, travel, politics or education. Ask them to help you develop realistic sales projections and sales forecasts for your book.
8. Get a Red Pen. Develop a profit/loss statement for your book based on projected costs and sales forecasts.
9. Get Real. From all your cost projections, figure out your total investment. Be prepared to lose that amount of money.
10. Get Deductible. Investigate and understand the personal or corporate tax implications, particularly how production costs can be amortized and how unsold book inventory can be written off.
Saturday, August 25, 2012
Sunday, August 19, 2012
What the heck is SEO
Search engine optimization or “SEO” isn’t exactly the most riveting topic. I know; I did it for years for my day job before switching to writing full-time. It is something, however, that’s worth knowing a little about since it can help bring more visitors to your website and/or blog via the search engines. Eve better, some of those visitors might like what they see and go on to buy your books.
Sounds good, you say, but what the heck is SEO anyway?
Search Engine Optimization is the art of convincing Google and other search engines that your website/blog is particularly useful and important in your niche, thus meaning it should rank more highly in the search engine results than the sites of your competitors. (In other words, if someone types in “fantasy author” or “fantasy novel,” I want Google to list my site before the sites of all those other fantasy-writing folks!)
When people use search engines, they type in search terms or “keywords” (these can be single words but are usually combinations of words). The search engine attempts to deliver the most relevant results by looking at numerous factors, including:
You can play around with the Adwords Keyword Tool to get an idea for which keywords are popular in your niche or genre. Once you decide which phrases would be applicable to you, consider making an effort to use them on your website or blog (just focus on one term per page or post). This alone will put you ahead of lots of other authors!
Sounds good, you say, but what the heck is SEO anyway?
Search Engine Optimization is the art of convincing Google and other search engines that your website/blog is particularly useful and important in your niche, thus meaning it should rank more highly in the search engine results than the sites of your competitors. (In other words, if someone types in “fantasy author” or “fantasy novel,” I want Google to list my site before the sites of all those other fantasy-writing folks!)
When people use search engines, they type in search terms or “keywords” (these can be single words but are usually combinations of words). The search engine attempts to deliver the most relevant results by looking at numerous factors, including:
- How often those keywords are used on a webpage or blog post (ie. you get more points if the keywords are used in the title, text, and the web address).
- The number and quality of links coming in from other sites, especially links that use those keywords in the “anchor text” (the underlined words people can click).
- Overall age, popularity, and “authority” of a site (it’s easier for more established sites to rank in the search results)
You can play around with the Adwords Keyword Tool to get an idea for which keywords are popular in your niche or genre. Once you decide which phrases would be applicable to you, consider making an effort to use them on your website or blog (just focus on one term per page or post). This alone will put you ahead of lots of other authors!
Monday, August 13, 2012
Building your author platform—Reputation
Your author platform determines your reach and influence in the market.
Your author reputation is a factor of how well known you are, what you are known for, and how credible you are. Consider these questions:
-Do you have a degree, special training or extensive experience in the topic that you’re writing about and/or in the craft of writing?
-Do you have (or can you obtain) a professional certification in your area of expertise?
-What awards or other recognition have you received?
-What kind of media experience do you have?
-How many people do you reach each month through speaking or interviews?
-How many people read your blog?
-How many articles have you written and posted or published in the past month?
-How well known are you and how much name recognition do you have?
-What leadership positions do you hold?
-Why should people listen to you or read your books?
Nonfiction authors can gain a reputation as an expert in their topic through such activities as writing books and articles, speaking and teaching, appearing on talk shows, being quoted in other people’s articles, and writing the foreword for other books.
Fiction authors may become known for their writing style and their expertise in writing in a specific genre (such as children’s, sci-fi, romance, or mystery) or for their niche within a particular genre (vampire stories, romantic adventure).
Your reputation and author platform can be enhanced by winning awards, receiving excellent book reviews, and getting testimonials and endorsements from celebrities and experts in your field.
What can you do to boost your author reputation and expert status and increase the number of people you reach? How can you highlight your credentials in your marketing materials?
Your author reputation is a factor of how well known you are, what you are known for, and how credible you are. Consider these questions:
-Do you have a degree, special training or extensive experience in the topic that you’re writing about and/or in the craft of writing?
-Do you have (or can you obtain) a professional certification in your area of expertise?
-What awards or other recognition have you received?
-What kind of media experience do you have?
-How many people do you reach each month through speaking or interviews?
-How many people read your blog?
-How many articles have you written and posted or published in the past month?
-How well known are you and how much name recognition do you have?
-What leadership positions do you hold?
-Why should people listen to you or read your books?
Nonfiction authors can gain a reputation as an expert in their topic through such activities as writing books and articles, speaking and teaching, appearing on talk shows, being quoted in other people’s articles, and writing the foreword for other books.
Fiction authors may become known for their writing style and their expertise in writing in a specific genre (such as children’s, sci-fi, romance, or mystery) or for their niche within a particular genre (vampire stories, romantic adventure).
Your reputation and author platform can be enhanced by winning awards, receiving excellent book reviews, and getting testimonials and endorsements from celebrities and experts in your field.
What can you do to boost your author reputation and expert status and increase the number of people you reach? How can you highlight your credentials in your marketing materials?
Saturday, August 4, 2012
Promoting your book by using your natural talents
When I talk with most authors, I find that writing their book isn’t the biggest challenge; marketing is. Many authors tend to be more introverted, so blatant promotion of their work makes them very uncomfortable. It’s disappointing when I see authors invest so much of themselves—emotionally and financially—into their book only to see their enthusiasm wane when they realize buyers are not flocking to the bookstores or to their website to purchase their book. They are often “stuck,” unable and unwilling to move forward.
I maintain that it isn’t the marketing authors don’t like, it’s many of the traditional tactics they think of when they hear the word “marketing.” They are uncomfortable at the thought of getting “out there” to “toot their own horn.” The best way to promote your book is to find marketing activities that capitalize on your natural talents and abilities, and that you enjoy. It’s more likely you’ll actually do these activities.
Since most authors have a natural propensity toward writing, it makes sense for them to blog. Becoming active in the blogosphere (blogging and commenting on other blogs) is a great way to interact with readers and reach out to potential readers. Yet I am still surprised at the number of authors who resist. Some are not tech savvy, so they assume they won’t be able to figure out bloggging software. Others are worried they won’t know what to write about. Blogging software today is simple to use—even for non-techies. And as far as what to write about, what about writing your next book?
If the thought of attending networking events or—gasp!—speaking in public leaves your mouth dry, try social media marketing. From the comfort and security of your own computer, you can interact with people—and potential readers—from all over the world. Social media sites, such as Facebook and Twitter, are easy for even the novice to sign up for and maneuver. When resistant authors ultimately sign up and start interacting, I hear over and over how much fun it is and how surprised they are at how many connections they are making.
If you are comfortable talking with people on the phone or face-to-face, then by all means—capitalize on your ability to schmooze. Attending events and meetings or conducting seminars and workshops can be an excellent way to build a name for yourself and promote your book—especially nonfiction.
Of course there will be some level of discomfort for nearly everyone when it comes to promoting yourself. At some point you will likely be called upon to step outside of your comfort zone if you truly want to sell books. But intersperse these activities with those at which you excel. If you focus primarily on what comes naturally to you, your book marketing plan will contain less struggle and will generate more success.
I maintain that it isn’t the marketing authors don’t like, it’s many of the traditional tactics they think of when they hear the word “marketing.” They are uncomfortable at the thought of getting “out there” to “toot their own horn.” The best way to promote your book is to find marketing activities that capitalize on your natural talents and abilities, and that you enjoy. It’s more likely you’ll actually do these activities.
Since most authors have a natural propensity toward writing, it makes sense for them to blog. Becoming active in the blogosphere (blogging and commenting on other blogs) is a great way to interact with readers and reach out to potential readers. Yet I am still surprised at the number of authors who resist. Some are not tech savvy, so they assume they won’t be able to figure out bloggging software. Others are worried they won’t know what to write about. Blogging software today is simple to use—even for non-techies. And as far as what to write about, what about writing your next book?
If the thought of attending networking events or—gasp!—speaking in public leaves your mouth dry, try social media marketing. From the comfort and security of your own computer, you can interact with people—and potential readers—from all over the world. Social media sites, such as Facebook and Twitter, are easy for even the novice to sign up for and maneuver. When resistant authors ultimately sign up and start interacting, I hear over and over how much fun it is and how surprised they are at how many connections they are making.
If you are comfortable talking with people on the phone or face-to-face, then by all means—capitalize on your ability to schmooze. Attending events and meetings or conducting seminars and workshops can be an excellent way to build a name for yourself and promote your book—especially nonfiction.
Of course there will be some level of discomfort for nearly everyone when it comes to promoting yourself. At some point you will likely be called upon to step outside of your comfort zone if you truly want to sell books. But intersperse these activities with those at which you excel. If you focus primarily on what comes naturally to you, your book marketing plan will contain less struggle and will generate more success.
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