FWA Conference Recap – Book Marketing

Besides giving my own talk on “Book Promotion on a Budget” at the Florida Writers Association 2017 conference, I sat in on a couple of other presentations about book marketing. Here are some of the main points I gleaned. Any errors are due to my misinterpretation.

If your book isn’t selling, you may need to:

Change the cover

Get more reviews
Write a letter to readers asking for reviews.
Continue to acquire reviews for backlist titles.
Aim for 100 reviews on Amazon to make an impact.

Evaluate your Amazon page
Check your keywords and categories.
Keyword strings work better than single keywords.
Note the sales rank of each category.

Examine your social media influence
Do you need to increase your engagement? This matters more than the number of followers.

Put your book out in multiple formats, not ebooks alone. Consider print and audiobooks.

Is your book in the right genre?

How relevant is your backlist title? Does it need an update and a fresh cover?

Are you marketing your book to the right audience?

Practice ebook price rotation. Ideal ebook pricing is $2.99 to $5.99. Shuffle your books in and out of sales promotions.

Plan a promotional campaign that includes Publicity, Online Promotion, Events, and Multimedia.

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FWA Conference – Day 2

Saturday morning at the Florida Writers Association annual conference found me starting off the workshops with a talk on “Book Promotion on a Budget.”
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Next I attended Penny Sansevieri’s presentation, “Help! My Book Isn’t Selling.”

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A buffet lunch followed with barbecue chicken and accompaniments. Awards were given to youth writers. After lunch, I had a booksigning and later a video interview.
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Then it was time to get ready for the Royal Palm Literary Awards banquet. My family came to support me as a finalist. It was interesting to see the blurbs about each author’s book on big screens as we ate. I didn’t win, so I’ll have to try again next year. I’m still thrilled to have made the finals.
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On Sunday, I attended a workshop “Bring that Action Scene to Life” by author L.E. Perez. I learned a few tips during her entertaining presentation.
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Then I checked out and packed up the car to meet our family for lunch.
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FWA Conference – Day 1

This was my first time attending the Florida Writers Association annual conference. The theme was “What A Character.” I didn’t attend the Thursday all-day workshop with bestselling author David Morrell, but I did hear him speak later on. Instead, I checked into the hotel and went to faculty orientation followed by a general welcome for conference attendees.
Friday morning, things began in earnest with a breakfast buffet at 7am. Scrambled eggs, bacon, potatoes, bagels and pastries were on the menu. We sat at genre tables to speak to other writers in our specific categories. Here I am with true crime author Carla Norton.
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First on the agenda was my talk on “Writing the Cozy Mystery.”
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I put away my laptop and attended Carla’s workshop on “True Crime – Stranger than Fiction.”
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Then I wandered through the bookstore organized by Murder on the Beach and the silent auction rooms. Lunch was a bountiful buffet of Italian food.
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At 2pm, I was on a panel titled “Dredging Up Your Dark Side” moderated by Ken Pelham. Also on this panel were Carla Norton, Doug Dandridge, Micki Browning, and Dan Alatorre.
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Later that afternoon, I attended a panel on “Effective Book Marketing with POEM” by speaker Keith Ogorek.
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That evening was a welcome reception with superhero-costumed characters. The picture with a foursome has Carla Norton, Ken Pelham, Vic DiGenti, and literary agent Mark Gottlieb.
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A sit-down dinner was followed by a keynote address from bestselling author Steve Berry.
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Plot Twists

I always thought I wasn’t clever enough to come up with good plot twists. Short story writers have the market on this writing technique. Especially in the mystery genre, short fiction often relies on an unexpected twist for its punchline at the end.

So how can cozy writers come up with enough surprises to keep the reader turning pages? Sometimes you can plan ahead. I’ll write a synopsis before I begin writing the actual story. But something happens along the way. The characters, setting, and story elements stew in my brain, and out pops a surprise I didn’t anticipate. This is what I call story magic.

How can you get it to work for you? Review what you’ve written, and note any plot threads that you’ve introduced but failed to resolve. How about that minor character who makes a brief appearance on stage but whose role might be significant? Or the connection between two characters you didn’t expect? Or maybe a new character arrives on scene who upsets the balance among your suspects or your recurrent cast. Who is this person and how do they relate to the plot? To the other people in your story? Why did this person arrive at this time and for what reason?

In other words, pick up on clues that you’ve left for yourself. You’ll be surprised at what you find. If you are taken by surprise, so will your readers be amazed at your plot twists.

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You can go back later and revise your synopsis accordingly. Meanwhile, go with the flow and see where it takes you. You’ll be pleased by your reviews when you have a few surprises along the way. Here are some of mine that are particularly pleasing in this respect:

Facials Can Be Fatal

“The story had more twists and turns than a pretzel. And I ate them all up! It is really fast-paced and kept me thoroughly engaged to the end.” Readeropolis
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“I recommend this book to those who are cozy mystery fans and enjoy a sleuth mystery with many twists and turns.” Readers’ Favorite

“The storyline is fast-paced and keeps readers guessing to the end. There were several different twists and turns this story could have taken. I was surprised at the outcome.” Socrates Book Reviews

Hair Brained

“You are always thinking and on your toes while reading this book. And when you get to the end and everything is revealed….it will blow your mind!” Cozy Mystery Book Reviews

“The story actually has a couple of mysteries within its pages and all is worked out by the end, but there are a lot of plot twists along the way.” Carla Loves to Read

“There were several twists and turns, plus many red herrings in this book. Just when I thought I knew what was going on, the author threw in a few extra curves to have me scratching my head.” Socrates’ Book Reviews

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Notes in the Night

When you wake up in the middle of the night after having a vivid dream or a great idea for your novel, do you scribble in a notepad or write yourself a note on your smart phone? I do the latter, so I don’t have to turn on the light. Invariably if I think I’ll remember the details later when I’m fully awake, I am mistaken. A vague recollection might return but not every nuance. Recently I had a dream that was a mystery with a surprise twist. It would work for a short story. I wrote it down, which is a good thing because right now I cannot remember a single element. Maybe as I review my notes, I’ll see it was a silly idea, but at least I will have that option.
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Last night I had another dream. I went with a friend to my former publishing house’s NY office. I saw some faces I recognized from my days there. I got invited to an informal dinner where we were invited to choose some complimentary romance novels by their authors. I browsed the room and picked out a paranormal romance with an Indian American heroine (as in native India). I didn’t care for the other choices as I was tired of the same tropes. The editor proposed we sit together while he had food brought in and we’d discuss our works in progress. This editor took me aside and asked what I was working on. When I told him I was revising my backlist titles, he said, “Why are you wasting time working on projects that appeal to your old readers when you could be working on new ideas that will draw in all readers?”
Is this sound advice? Is someone from a higher authority suggesting I’d be better spending my time doing something new? Should I be working on the idea I’ve put on the back burner while working on these other projects? And yet, those backlist titles matter to me. I have eight romances and four mysteries to do yet, and even though they won’t require much in the way of revisions, I have to carefully read through for formatting errors and to tweak the prose here and there. It’s important to me to make these titles available in multiple formats for readers and in the best version possible.
But it’s interesting what comes from our subconscious. What do you think of this advice I received? How do you record ideas that come to you in a dream or while you’re lying in the dark?
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Liquid Latex

Research Insights – Liquid Latex
Research for a novel can lead to all sorts of esoteric topics. For Facials Can Be Fatal, I came across the term liquid latex. I’d heard of latex gloves, and that people could be allergic to latex. My hairdresser sleuth would have to be careful what type of gloves she used when applying hair color to a sensitive client. She could avoid risk by using gloves that do not contain this element. Next time you buy a pair of gloves for washing dishes or doing housework, check the label and see if they are latex-free.
So what is liquid latex? Latex is a substance derived from rubber trees as a milky liquid. The commercial substance called liquid latex contains about one-third latex, two-thirds water, and tiny amounts of ammonia for preservation. You can also buy it ammonia-free. This would be desirable when applying the substance to your face.
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Liquid latex is commonly used for body paint and special effects makeup, such as scars, wrinkles, and wounds. It can be applied with a disposable sponge and takes up to ten minutes to dry. As it dries, the liquid latex hardens to a rubbery consistency and shrinks about three percent. Manufacturers add pigments to provide color choices. Or you can dust shimmer powder over the dried latex to create a metallic effect. Since it also has a sticky quality, liquid latex can be used as an adhesive for bald caps and other prosthetics. Fortunately, this substance is easily removed by peeling it off, but it can remove your fine hairs at the same time. Ouch.
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Looking to enhance your Halloween costume? You can buy liquid latex online or at your local party store in varying sized containers and a choice of colors. Try building up an area on your skin using alternating layers of latex and tissue paper and color it to make fake injuries. Learn how to apply it by watching a YouTube video. Next time you see a blockbuster movie, note if the special effects makeup might have been done with liquid latex.
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So how did I use this information in Facials Can Be Fatal? Let’s just say that some people can be highly allergic to the stuff. In other words, latex can be lethal.
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Facials Can Be Fatal by Nancy J. Cohen
A Bad Hair Day Mystery
Readers’ Favorite Gold Medal Winner
Finalist in the Royal Palm Literary Awards

During the frenzy of the December holidays, the last thing salon owner Marla Vail needs is a dead body slathered in a green facial mask at her new day spa. The victim, Valerie Weston, was a major donor for Friends of Old Florida, a historic building preservation society. Marla’s stylists are scheduled to work backstage at their upcoming gala fashion show, but Val’s demise might put a crimp in their plans. Hoping to salvage her reputation, Marla determines to track down the suspects. As she learns more about Val, she realizes the benefactress might have stumbled onto secrets others would kill to keep. She’d better prepare for a body count that has nothing to do with hot stone massages and everything to do with murder.
View the Book Trailer: https://youtu.be/6OTw5232Eeg
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Keeping A Series Fresh

Once you’ve written several books in your mystery series, it gets harder to come up with new and interesting material. The story has to engage your senses as a writer if you want to entice readers. You’ll want to avoid repetition such as means of murder and motives. And you need to vary the locales without going too far afield. Probably the most important element is to grow your characters. Let’s look at what you can do to bring excitement to each story in a long-term series.
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1. Vary the setting within the setting. My Bad Hair Day cozy mystery series is set in fictional Palm Haven, Florida. But each story has its own milieu. Permed to Death, book number one, introduces hairstylist and amateur sleuth Marla Shore in her hair salon when a grumpy client dies in the shampoo chair. Subsequent stories involve a haunted hotel, a sports club, a wealthy family’s estate, a beauty trade show, a wedding and a day spa. Readers come to love the recurrent characters and expect to see them again, so you can’t deviate from the home town too often. I’ve taken Marla and her husband, Detective Dalton Vail, on a Caribbean cruise and later on a dude ranch honeymoon in Arizona. For me, those stories are particular fun, but I can’t do them on a regular basis. Readers like to return to the same environment which becomes a character in itself. To avoid boredom, you have to take the same background and change it up enough to keep it interesting for you and your readers.
2. Avoid using the same murder method twice. Have you poisoned a victim already with a plant potion? Use snake venom next time. Or try shooting, hanging, stabbing, bashing on the head, pushing down the stairs, etc. Avoid repetition and be creative. Also vary the villain’s motives. You don’t want two stories in a row where a jealous lover did the deed. Think of your negative motivators—greed, envy, protection of a loved one, guarding one’s reputation, revenge, righting a perceived wrong—to provide variety.
3. Character growth is critically important. Your protagonists should evolve like people do in real life. Who surrounds them in terms of family, friends, and colleagues? How do their relationships change in each story? What’s the overall emotional journey for your main character? What new person can you add to spice things up? It could be a new friend, an old flame, a secret baby, a new boss, or a romantic interest. Keeping your main character static won’t work. The protagonist must continually adapt and develop expanding goals while letting insights guide her along the way.
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4. Include a research or historical angle that excites you in a story. In Facials Can Be Fatal, I used excerpts from my father’s true life 1935 travel journal, which detailed his trip to Florida in simpler times. History plays a part in this story that includes tales of shipwrecks and pirates off the Florida coast. For Trimmed to Death, I’m researching olive oil scams. I am an olive fan so learning about this product interests me. Other topics I’ve explored have included the pet fur trade, biohazardous waste disposal, tilapia breeding, the prepper movement, and more. These tidbits of information snag my interest and provide something fresh for readers, too. Avoid info dumps, however, where you have long expository paragraphs with too much detail. Your research shouldn’t show. It should enhance your story.
5. Sprinkle in local issues or social problems that concern you. In Hair Brained, one character tells Marla about the risks to children left in hot cars. This is a big issue in Florida where child deaths from this cause are notable. It’s a preventable tragedy and I include tips for prevention in my story. My books also touch upon child-drowning prevention, another issue in a locale with so many backyard pools. These types of issues provide added depth to your story, but do it in a way that matches your chosen genre. If you’re writing humorous cozies, for example, things can’t get too serious. There are “edgier” cozies, but is this what you’re known for? You want to meet reader expectations. It’s okay to change things up once in a while but keep your author brand in mind and don’t stray too far.
6. Introduce enough of past events and relationships to clue in new readers when they pop into your series later down the road, but not too much that you give away previous plots. You also don’t want to bore your long-term readers, so keep this backstory to a minimum. It’s a delicate line to tread. Each story should feel like a standalone to newcomers but make fans happy to see what’s evolved personally for your characters in this latest book.
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It gets harder to find a fresh angle as you get further along in your series. While avoiding repetition, you have to maintain the setting and characters that readers have come to love. What tips do you have to offer? As readers, how do feel about this topic?
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When hairstylist Marla Vail’s best friend is hurt in a suspicious car accident, Marla assumes guardianship of her infant son. No sooner does Marla say, “Baby want a bottle?” than she’s embroiled in another murder investigation. Her husband, Detective Dalton Vail, determines the crash may not have been an accident after all. Can she find the culprit before someone else ends up as roadkill?
“This is Nancy J. Cohen’s 14th Bad Hair Day mystery, and given its vigor, humor and inventiveness, the series has a lot of life left in it.” Florida Weekly
“It is wonderful to watch Marla’s emotional journey from suburban housewife to investigator and, dare I say, Mama Bear.” Back Porchervations
“This is the 14th book in this series. It is the absolute best one so far, and they are all pretty darn good. It is fresh, believable and timely.” Escape With Dollycas Into A Good Book
“WOW- a complicated and intense mystery with strong emotional elements that may make you look closer at your own friendships and personal values.” Laura’s Interests 
“You are always thinking and on your toes while reading this book.  And when you get to the end and everything is revealed….it will blow your mind!” Cozy Mystery Book Reviews
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In case you missed my earlier guest posts, check out these topics:
“What’s in a Name?”
“Chocolate – Healthy or Harmful?”
“Killing Off a Character in Your Book
“Character Guest Post by Marla Vail”
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Hair Brained Book Release

Today is Release Day for Hair Brained (#14 in the Bad Hair Day Mysteries)!
HAIR BRAINED ebook
Digital ISBN 13: 978-0-9970038-7-1
Print ISBN 13: 978-0-9970038-8-8
Published by Orange Grove Press

Book Launch Party tonight at 7:00 – 8:30 pm EDT. Join us at https://www.facebook.com/NewReleaseParty/ Fun and Prizes!
When hairstylist Marla Vail’s best friend is hurt in a suspicious car accident, Marla assumes guardianship of her infant son. No sooner does Marla say, “Baby want a bottle?” than she’s embroiled in another murder investigation. Her husband, Detective Dalton Vail, determines the crash may not have been an accident after all. But then, who would want Tally—or Ken in the car with her—out of the way? As Marla digs deeper into her friends’ lives, she realizes she didn’t know them as well as she’d thought. Nonetheless, it’s her duty as their son’s guardian to ensure his safety, even if it means putting her own life at risk. Can she protect the baby and find the culprit before someone else ends up as roadkill?
Excerpt
Marla crossed the pavement toward her Camry, so deep in thought that she didn’t pay attention to her surroundings. A sudden roar made her lift her head. She gasped as a car barreled straight toward her.
She leapt to the side, crashed against a parked sedan, and slid to the asphalt. With a squeal of tires, the car sped away. She glimpsed a flash of silver and the back end of an SUV.
Shaking from head to foot, she rolled to her knees and managed to stand. It wouldn’t be smart to wait around in case the driver returned to make another pass at her. She had no doubt this had been a deliberate attempt to injure her, or worse.
She brushed off her pants, grabbed her purse from the ground, and hobbled to her car. Safely locked inside, she examined herself for damage. Her wrists throbbed, having taken the brunt of impact. They didn’t appear to be broken, thank goodness. And her hip felt bruised but nothing more. She’d been lucky.
She sat immobile, her heart racing like a squirrel on steroids. Get a grip, Marla. You’re okay. This proves you’re on the right track if you’ve riled someone enough to take a potshot at you.
A Sampling of Praise

“Nancy Cohen does an excellent job of constructing a suspenseful mystery, with thoroughly believable characters and conflict that produces great tension. I raced through the pages…Hair Brained is a compelling read. Don’t miss it!” Stephanie Saxon Levine, Murder on the Beach Mystery Bookstore
“As the body count rises, the tension and danger increases not only for Marla but for Luke as well. This is the 14th in the Bad Hair Day Mystery series – they just keep getting better.” Christa Reads and Writes
“A complicated and intense mystery with strong emotional elements that may make you look closer at your own friendships and personal values.” Laura’s Interests
See more on Goodreads
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Food Fun in Orlando

September is a bonanza month in Orlando for foodies like me. It’s Magical Dining Month at many of the area’s fancy restaurants, meaning you can get a three-course meal for $35 each. And it starts Disney’s annual Epcot Food and Wine Festival.
For Magical Dining Month, we visited two restaurants that would have been pricey otherwise. The first was Big Fin™ Seafood Kitchen located in Delagio off West Sand Lake Road on Restaurant Row. The restaurant is a lively place with an upscale crowd. This evening, I dined on a starter course of lobster bisque that was creamy and good. Another member of our party began their meal with oysters.
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My entrée was Maine lobster tail. When I’ve had lobster on cruise ships, it’s always rather bland and doesn’t have much taste except for the sauce. This time was different. At Big Fin, the lobster meat sat atop the shell so you didn’t have to work at it. I discarded the shell in a bowl provided for that purpose and dug in. The lobster meat was succulent and flavorful, probably the best I’ve had short of a lobster meal in Bar Harbor, Maine. I dipped it in melted butter and enjoyed the accompaniment of mashed potatoes and green beans.
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Dessert was Key lime pie. How can I resist one of my favorites? It was both sweet and tart at the same time with the right amount of graham cracker crust and a dollop of whipped cream.
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The following night found us at Eddie V’s, where we’ve only gone before to celebrate special occasions. Also located on Restaurant Row, this place has a lovely view of a lake at the rear. The Caesar salad wasn’t the best I’ve had. It appeared to be big chunks of lettuce (Romaine?) with a dressing that was too vinegary and didn’t taste so much like Caesar’s to me, with shaved Parmesan and croutons that were small pieces of toast that not even my fork could penetrate. The eight ounce beef filet was done just right for my entrée and was tender and juicy. We had to pay extra for our accompaniments of choice being potatoes au gratin and broccolini. Dessert was a bananas foster cake with butter pecan ice cream. This dish was very sweet and reminiscent of an English plum pudding. It also stuck to my teeth. Nonetheless, we continue to like the atmosphere and excellent service here.
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At Epcot, we made the rounds of World Showcase after stopping in at the Light Lab to sample a Glownut. Everything glows in this new attraction in the back of the Coca Cola hut where you can sample free international sodas. The Light Lab has a single cashier who takes your treat order from a limited menu of glowy items. Then white lab-coated staffers serve your food or drink from behind a counter. Space is limited so there could be lines. We ate the Glownut which looks cool inside the place, but out in the concourse it has a plain white frosting with sprinkles. It’s sweet and caloric.
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Outside, it was too hot for me to have much of an appetite. I didn’t feel like eating any beef, duck or chicken dishes that might have sounded tempting otherwise. Instead, I had my favorite potato pancake with smoked salmon from Scotland. I tried the pistachio cake with chocolate coconut mousse (?) from India. It was pretty to look at but dry to taste. The heat sapped my energy and dampened my taste buds, unless it’s the cold I’ve been fighting for a week. I won’t return here until the humidity drops along with the temperature. The weather didn’t discourage anyone else as the park was crowded.
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So this has been a weekend of overeating, getting in some walking to counteract the calories, and leaving the diet plan for our return home.
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Mystery Lovers Book Giveaway

Here’s another opportunity to win free ebooks!
Visit Aug. 19 – 26 BookFunnel Mystery Giveaway
Collect a bundle of 25 mystery ebooks, including Murder by Manicure.
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Save the Date: September 12, 2017 at 7:00 – 8:30 pm EDT
Book Launch Party for HAIR BRAINED (#14 in the Bad Hair Day Mysteries)
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