Book Marketing

SleuthFest 2018 was a great conference for mystery writers and fans. One of the first workshops I attended was given by book publicist Maryglenn McCombs. These are the points I took away from this workshop on marketing. Any mistakes are due to my misinterpretation.

Reasons why readers buy books:

Placement (i.e. in library or on bookstore display or in airport store)
Physical Product
Online Exposure
Direct Email
Advertising
In-Person Appearance
Interest in Topic or Setting
Need for Entertainment
Author Endorsements
Hand Sales by a Bookseller
Reader Recommendations
Media such as blogs, radio, interviews, etc.

Public Relations is only one component in selling books. A publicist’s job is to create awareness of your book. But there’s no guarantee that you’ll get media coverage.

Why your book might not be selling:

You’re not meeting the above requirements
Not wide enough cast of promotional efforts
Trying to do too much at once
No advance planning
Product isn’t professional
Cover isn’t appealing
Too much “buy my book” social media
You’re offensive on social media (i.e. talking politics or using bad language)
Book is overpriced
Not targeting your audience
You get a great review and don’t share or promote it. But make sure you have permission first.
Your book doesn’t have any endorsements.
You aren’t doing signings and appearances. Look for non-traditional outlets.
Writing/editing needs improvement
Bad cover copy

What does not work:

Radio tours, with a few exceptions like Authors on the Air
Lengthy book tours
Purchased editorial ads
Purchased reviews
“Buy my book” social media tactics
Book trailers
Swag
Gimmicks such as dressing in costume for an appearance

These may work or not:

Street teams
Soliciting Amazon reviewers
Facebook ads

What works:

Major media coverage
Attending conferences
Print media
Launch parties
Steady media coverage over time
Personal contact with booksellers
Finding your superfans
BookBub ads/deals
Starred reviews
Winning awards
Big author endorsements
Making the “Best of” lists
Getting into Gift Guides
Writing a Great Book
Having a Professional Product

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Thank You for Following

I want to offer a big Thank You to my blog followers for sticking with me through the years. You have my special gratitude if you’ve left comments, liked a post, tweeted one or shared it on Facebook. I’m especially touched when you come up to me at a conference and mention that you appreciate my blog. I send these messages out into cyberspace without knowing if anyone reads them. So it’s most gratifying to get any kind of feedback.

As a gift to you in return, I’d like to offer you the chance to win a $15 Fandango gift card, so you can see one of the latest movies. All you have to do is comment below and your name will be entered. The drawing will take place in two days.

In your comment, let me know, if you wish, what you like about this blog, what you dislike, or what kinds of articles you’d like to see more of in the future.

Meanwhile, have a safe, happy, and healthy New Year!

All the best always,

Nancy

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.

GIVEAWAY

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RWA17 Workshop Recap – Attracting Readers

At the #RWA17 conference, I attended several sessions that told us how to attract more readers. See my post on building Mailing Lists below if you’ve missed that one. Again, these conference notes are subject to my interpretation. So let’s look at some of the suggestions.

Respond to readers by replying to their emails, tweets, and Facebook posts. Mention their name in your response. Tag them if you want to catch their attention. You want to turn “cold” leads into customers, then fans, then friends, and finally into ambassadors.
Use social media tools to get your message across several platforms. Check out https://meetedgar.com/ for managing social media posts. It allows you to schedule posts across several sites. For limited time posts, you can set expiration dates. Another site is https://www.socialjukebox.com/. This allows you to set automated tweets and also link to Facebook and LinkedIn. I use this one and it’s a great time-saver. Resharing your evergreen content keeps your social profiles active and gives your posts more exposure.
Post regularly and vary the content of your posts. Do #ThrowbackThursday (old photos) and #TGIFriday (plans for weekend). Always include hashtags on your tweets and Instagram posts.
Involve your readers. Bring them into the creative process. Ask for opinions on cover art or book titles. Ask which secondary character they’d like to see in your next book.
Video is popular on social media and so are photos. Try Facebook live video or adding photos to a post. It will have a higher organic reach. Boost your posts. Share to a page or group. Link your Instagram posts to show up on Facebook and Twitter. Establish your brand on Pinterest.
Upselling counts in the book market. Offer new mailing list subscribers a freebie then say that for only $X, they can get the next book. Utilize drip mailing campaigns to this purpose. At each step, you’re offering something new.
Maximize your social media channels. Facebook ads were discussed along with other ways to get newsletter signups using widgets and links to your opt-in form. Use pinned tweets when you want to advertise a new release or giveaway. Invite interactors to Like your page. Participate in Goodreads and join special interest groups on the different sites.
Pricing and Sales. Indie authors can run sales campaigns on more expensive books at other platforms like iBooks. Ninety-nine cents may be better than free in a campaign because you’ll rank in the sales charts, and readers are more likely to read a book they paid for than a freebie. Although, I have to say I’ve found new authors from free books offered on BookBub and at The Fussy Librarian. Then I’ve gone on to buy their entire series. Sales of your backlist titles can carry over to your frontlist (new) titles.
Cutting Edge Technologies like apps and Facebook Messenger ads could become more important. Offer a free book or chapters via Messenger as part of a drip campaign. Build your Messenger subscribers, but your newsletter mailing list should still come first.
Use Multiple Points of Entry. Offer readers full-length novels, short stories, novellas, spinoffs, mini-series within a series, sample chapters.
Diversify your Book Formats with ebooks, print, and audio. Do box sets with your own series. If you do a group promo with other authors, make sure the story you offer relates to your series.
Cross-Promote with other Authors using the sites mentioned in my Mailing List post or with your own “lifeboat” team. Newsletter swaps are becoming more popular. You mention each other’s new releases or sales in your respective newsletters.
Do what you can, and don’t stress over the guilt that you’re a slacker compared to others who are doing a gazillion more promotional activities than you are. Recognize your limits but strive to learn something new. Set business goals each year along with your writing objectives. Do one new thing at a time. Then it won’t seem so overwhelming.
What other techniques would you suggest to gain readers? As readers, how do you find new authors to read?
For my conference photos, Go Here. https://www.facebook.com/NancyJCohenAuthor
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RWA17 Workshop Recap – Mailing Lists

I attended numerous sessions on marketing at #RWA17. So much new material was presented that I scribbled notes, intending to decipher everything later. With thirty-six pages filled in my notebook, I can’t possibly review each workshop attended and have time left for writing. So I’ll summarize the high points of what I learned. It may not be all new information, but I’ll include enough to give you the gist.
Mailing Lists
Build a mailing list and use it. Why does this matter? You own your list, not Facebook or another social media giant that might cut you out someday. What can you do with it? Ask your fans for reviews on backlist titles. Send them a message explaining why this is important and request a review if they’ve read your book. Do surveys or polls to see what readers want and to ask their opinions on book titles, cover art, etc. Share new release information. This is your forum. Make it count.

How do you gain sign-ups?
· Put your call to action in the front and back material of your books.
· Entice the reader by offering a bonus in return. Give away a free novella, the first in series, a behind the scenes glimpse, or a character profile.
· Add your sign-up link to your signature files. Check out https://www.wisestamp.com/ for professional signature templates.
· Do Facebook Ads and Amazon Ads with your newsletter link.
· Have a Call to Action in your permafree book to entice readers to sign up for your newsletter. Maybe offer them book two as an incentive.
· Offer giveaways such as Rafflecopter or Kingsumo (WP Plug-in). When you get a mailing list from a contest, send a few emails to these people in an isolated list first to see how many bounce or unsubscribe. Add the entrants to your general lists after three to five mailings.
· Multi-Author Giveaways at Instafreebie or BookFunnel or at contest sites like AuthorsXP and Booksweeps help gain readers along with contest junkies. Try them out and see what works for you.
Every workshop on marketing emphasized how important it is to build your mailing list. I could write more on author newsletters, but I’ll do so another time in a post with my own advice.
So with this goal in mind, Sign up for my Newsletter for my latest book news, giveaways, bonus content, and events. Free book sampler for new subscribers.
GIVEAWAYS
Crime Fiction Giveaway, Aug. 7 – 14

CLICK HERE to win 40 crime fiction novels and a Kindle Fire. My revised Author’s Edition of Highlights to Heaven ebook is included.

Booklover’s Bench Giveaway, Aug. 1 – 18

ENTER HERE to win a $25 Amazon/BN gift card from Booklovers Bench

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Get Started Blogging

What is a blog? And how do you start one? This past weekend, I gave a talk to a group of aspiring writers on “The Writer’s Life.” During the Q&A session, one person referred to my section on book marketing. “I don’t understand about blogs. Can you explain more about them?”

So I thought this would be a good time for a review of the principles. I’ve been blogging for over ten years. I regard it as a live journal that includes glimpses into your life such as travels, hobbies, other fun activities or musings on life in general. Plus, as a writer, you can offer tips on writing craft and marketing and share the creative process. So here are some items to consider.
Define Your Purpose.
Are you aiming to build an author platform? Do you want to be recognized as an expert in your field? To engage with readers? Or to have other writers look to you for advice? Ask yourself why you want to start a blog.
Determine Your Goals.
Do you mean to increase book sales? Gain a substantial number of followers? Attract comments on each blog? Receive requests for guest posts? What’s your benchmark of success?
Set Parameters.
How often do you intend to post? What days of the week are best? What time during the day will more people likely read your post? How long should each post be? Check your analytics as time goes on and make adjustments accordingly.
Brainstorm Topics.
While you are writing a book, jot down blog topics related to your theme, research, and writing process. These will be useful either to show your story in progress or to provide fodder for blog tours when your new release comes out. Meanwhile, determine how your content can add value to people’s lives. In what way can your personal anecdotes inspire others? Some authors set certain days for specific blog topics. For example, one day they might post recipes. Another day they might bring in a guest blogger. Or perhaps they do author interviews. Excerpts, book reviews, or trivia related to a particular hobby or personal interest might fill in other slots. I like to do conference workshop recaps. Or you can write posts as they come to you.
Acquire a Site.
When you’re ready to start, register at WordPress.com or Blogger for a free site. Or add a blog to your website. Become familiar with the features and start posting.
Link the Blog to Your Social Media Sites.
Not only should visitors be able to tweet and share each particular article, but your posts can be linked to your Twitter and Facebook pages. Check your Settings for how to enable these features or ask your Web designer to add the proper Plug-In.
What Pages Should Your Blog Site Contain?
Keep in mind that visitors to your blog, if separate from your website, might not visit you elsewhere. So consider what Pages you’ll want to have. Here are some suggestions: Welcome or Home Page; About (Bio); Appearances; Book Trailers; Books List (with series books in order); Contact (your email); Giveaways. In the sidebar, you can show your book covers, a Blog Roll with links to other authors’ sites, a Search box, a Subscribe button, Social Networking Icons, and an RSS feed button.
Include Photos in your Posts.
Photos will draw more hits, but be careful of copyright issues. Upload your own photos. Obtain photos at royalty-free sites or at least make sure you provide attribution.
Use Keywords.
Use tags with keywords and put keywords in your text to drive traffic to your site.

How to Gain Followers

Post often. Some people set themes, like “Recipe Monday” or “Guest Blogger Wednesday” or “Photo Friday.” Be consistent in your approach and keep your material current.
Have a clear and catchy headline for each post.
End your posts with a question to stimulate discussion.
Don’t use your blog solely to promote your books. You’re building a community of readers who want to get to know you, or else you are establishing yourself as an expert by offering useful material. Share new release info, reviews, and contests sparingly.
Comment on other people’s blogs.
Invite guests who have a following.
Always respond to comments and respect other people’s opinions.
On occasion, offer a prize drawing from commenters.
If you get a lot of comments on certain types of posts, steer your blog in that direction. Be responsive to readers. Note what engenders interest and what does not.
Be careful what you put out there. This is a public post. Avoid politics, religion, and any mention of personal business or issues you don’t want to share.
Always be respectful of other industry professionals.
Include links and images in your posts to raise visibility.

Index Your Blog
When your blog is a few years old, you might want to reissue an updated article. Keeping records of the topics, categories, and dates will help you retrieve these files. I suggest you write your blog in Word and save the posts by month and year. It’s imperative to keep your own blogs on your computer so you don’t lose them if there’s an online snafu. Then keep a separate file that’s an index so you can quickly search topics.
GIVEAWAYS
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Enter Here to win a signed ARC of Hair Brained (Bad Hair Day Mystery #14). Hairstylist Marla Vail determines to learn the truth when her best friend is hurt in a suspicious auto accident.
Booklovers Bench, July 1 – 18

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How Not to Request a Book Review

Occasionally, I’ll get requests from authors to review their books. Some of these I’ve accepted, but mostly I send a polite refusal. Here are some examples of what not to do when approaching an author, especially when you don’t know her personally. This also applies to guest blog posts.

Dear Nancy J. Cohen,
I noticed your review on Amazon for “Murder at the Seaside.” My book is a suspense novel set in Phoenix. It’s a bit outside the cozy genre, but the language is clean and amusing. Would you be willing to read my book and give an honest review?
[When they start with my full name like this, I know they are unfamiliar to me. This book is outside my genre, and the author is an unknown who got my name off Amazon. No deal.]
Dear Ms. Cohen,
I would love to have you interview me on your blog for my upcoming romantic comedy due for release from XYZ Publishing. See back cover blurb below. Please let me know what other information you need to consider reviewing it.
[Is this person requesting a review or a guest blog spot? Either way, her book isn’t my genre, and the author is unknown to me. I’m not interested.]
Dear Nancy,
I’ve finished my first medical thriller and would be honored if I can get a blurb from you. I love your romantic suspense novels. They keep me at the edge of my seat. I’ve really enjoyed reading Hair Raiser and hope to read more of your work.
[This would be a polite, No Thanks. I write mysteries, not romantic suspense. And this person says “they” keep her on the edge of her seat, but she’s only read one. Thrillers are outside my genre, and while occasionally I do read them, I’d rather not be obligated here.]
Hello Nancy J. Cohen,
I saw that you reviewed“The Stolen Queen.” My book has similar elements but more romance and intrigue. [Story Blurb follows]. This romantic adventure is so thrilling and unlike anything you’ve ever read, you’ll be hooked until the last page. My novel is a spine-tingling adventure with exciting twists & turns.
[Bragging about how your book is a bestseller or how it’ll hook my interest is a turnoff.]
Dear Nancy,
I saw that you reviewed the Alex Rider story, “Stormbreaker.” I am author of a middle grade fantasy titled “The Secret of the Oracle.” In this time-travel adventure, Eddie must overcome his fears and battle evil forces in ancient Greece to discover the identity of a sorcerer. Would you like to receive a complimentary digital copy of my book?
[I accepted this one. YA Fantasy is a genre I like to read, and the story line intrigued me. The author didn’t make any braggart claims about how his story will blow me away. He was polite and concise in his request. I enjoyed this book and gave it an honest review.]
Hello,
I have a new release coming out titled “Murder in the Garden,” and I am organizing a book tour. I will provide excerpts and interviews. I’ll be running a Rafflecopter contest, and if you’d like to participate, I’ll include your social media links. (Story blurb follows)
[I accepted this one and was happy to help a fellow mystery author. Why? Not much to do on my part except schedule a blog post on the set day. It’s the appropriate cozy genre. And I’d get social media links in her Rafflecopter. She sounds savvy and will likely show up on the blog to answer comments. This person made things easy.]
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My Advice
· Request a review from an author who writes in the same genre or who clearly enjoys reading the type of book you’ve written.
· Mention a deadline if you have one for the review.
· Be gracious and accepting that the author might not have the time or interest.
· If you’re proposing a blog post, study the type of posts on the host’s blog and then suggest several relevant topics. Also note, while on her site, if she even hosts guests or has a submission policy.
· Be modest. Don’t make braggart claims about how your book is a bestseller, will keep readers riveted until the end, or is a laugh-out-loud funny story. Readers can judge these things for themselves.
· Mention your website or the Amazon page for your book so the author can find more information there.
· If the author declines your offer, thank her politely for her consideration.

Note that a book review request differs from an endorsement request. What else would you add to this list?

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Book Promotion Secrets

At SleuthFest, we heard publicist Maryglenn McCombs speak on Seven Secrets to Promoting a Book.

Timing is everything. Coordinate your publicity around the release date. Target holidays if your book has a holiday theme. Ditto for a historical angle. Start your launch campaign at least three months prior to release. Don’t have media coverage or reviews posted until the book is available. Trade media that serves bookstores and libraries is the exception.
Brevity in a short synopsis is an important tool. The synopsis is your book’s advertisement. It should be similar to book jacket copy to entice readers. Write three different lengths: 175 words or less, 100 words or less, and 50 words or less. Create a one-liner soundbite.
A stellar press kit can help you stand out. You need advance reading copies (ARCs) in print and digital formats. Have low and high resolution author photos. Get a professional headshot taken. Make sure your website is polished. Write a press release and a one-page sale sheet that tells about your book and mentions any endorsements. You can include a sample author interview. Have a biography written in third person. Tell where your books can be found but don’t mention specific vendors (i.e. at most major online retailers).
“If you fail to plan, you plan to fail.” Identify your target readers. How can you reach them? Three months before release, send ARCs to the trade media. Contact syndicated reviewers, radio/TV media. Plan signings and launch party 6 to 8 weeks ahead. Look at smaller, local media and online venues. “Promotion is a marathon and not a sprint.”
What works?
· Print Media.
· In-person launch parties.
· Steady media coverage.
· Book awards.
· Big endorsements.
· “Best-of” lists.
· Gift guides.
What doesn’t work?
· Radio tours.
· Lengthy book tours.
· Social media caveman tactics.
· Book trailers.
· Mass mailings.
· Asking buyers to review your book.
· Gimmicky promos.
Find people who will review your books. Look at local news sources, community groups where you belong, school alumni, work resources, places related to the book’s setting. See who’s reviewed books similar to yours.
Be polite and persistent when pitching your book. Follow review policies. Never ask for a copy of the review because that shows you don’t follow their publication. Don’t make outlandish comparisons of your work to others.
The most important part of a media campaign is the book. Get a professional, eye-catching cover design. And write the best book you can.
Disclaimer: Any errors are due to my misinterpretation.
For more information, visit Maryglenn.com
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Writing and Recreation

These two terms seem to be mutually exclusive, right? Actually, what I’m doing these days is mostly marketing. With a new book release and two conferences next month, it’s essential to be supremely organized. So here are some of the things I did this past week. Why mention them here? I have to be accountable to someone, and you’re it. Besides, this will give you some idea of what goes into book promotion. This does not count my daily visits to social media.
· Post the blog tour dates on my website for Facials Can Be Fatal – Done.
· Create the posts for my Facebook launch party on Feb. 22 and schedule them ahead of time – Done.
· Configure my next contest, get the Rafflecopter code, and load to my sites – Done.
· Complete interview at Life of Writers and share to social media – Done.
· Track reviews for Facials Can Be Fatal on Goodreads and for Hair Raiser audiobook on Audible – Done.
· Prepare handouts and complete PowerPoint for next month’s writing workshops – Done.
· Contact panelists and devise questions for panels I’m moderating at Sleuthfest – Ongoing.
· Prepare my February newsletter – Done. Sign up now if you want a copy!
· Prepare blog post for the Feb. 22 release of Facials Can Be Fatal – Done.
· Order copies of books for upcoming events – Done.
That’s enough. You get the picture. I’m in a marketing phase. It’s necessary to set aside a couple of weeks to prepare for a book launch. I’ll be speaking on this topic on Friday afternoon at SleuthFest. I hope you’ll join us if you’re attending.
For a welcome break, we enjoyed dinner Friday night at All That Jazz Café in Sunrise. A jazz band played while we dined on a delicious dinner of pecan-crusted salmon, broccoli, and rice pilaf. It was a pleasant diversion from a work-filled week.

Saturday, we took our afternoon exercise at Plantation Preserve Trail. It’s always an invigorating walk.

On Sunday, I felt like using up some ingredients in our fridge, so I made blueberry pancakes and an omelet with cheddar cheese and fried salami. Not too healthy, right? Then we took a long walk at Sawgrass Mills Mall to burn off the calories.

I hope to get caught up in my chores so the Muse will turn back on, and I can plot my next book. In the meantime, have a great week!
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Booklovers Bench, Jan. 1 – 18
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Marketing Tips from Book Publicist

Maryglenn McCombs, book publicist, spoke at the recent Florida Chapter of MWA meeting. These are my notes from her speech.

“Publishers are looking for authors who have platforms.” How do you get one?

Join professional writers’ groups and get involved. Besides the Mystery Writers of America and Sisters in Crime, Maryglenn mentioned Crime Writers Association of North America, Independent Book Publishers Association, and StoryCircle.org.
Attend conferences and get connected with other people in the industry.
Ask your writer friends for endorsements. Make sure they are recognizable names in your genre.
Write a good book.
Have a professional product so that you’re taken seriously.
Also: Write a blog; comment on other authors’ posts; become active on Facebook and Twitter; share news and interesting articles.

Maryglenn mentioned that an off-press date is when the printing is finished, but it’s different from the release or pub date when the book is available for sale. If you can do it, time your pub date with an event or holiday. For a historical, you can set the release date around an event or a particular date in history.

Aim for review coverage at or after the book is available for purchase. Reviews any earlier are not helpful. The exception is trade media that serve bookstores and libraries.

Readers read. Radio people listen. TV viewers watch. So how do you reach the readers?

“Book promo is a marathon, not a sprint.” Three to six months ahead of your pub date, send info to syndicated reviewers, consumer print media, trade media, and larger online outlets such as:

The Freelance Star
The Bismarck Tribune
Mysterious Reviews
Mystery Fanfare
Stop You’re Killing Me

Promote your book for up to one year after its release. Target local media, alumni groups, newspapers where you grew up, niche markets relating to topics in your book, other groups where you’re a member, media in the town where your book takes place.

Share your news if you win an award, your book goes into a second printing, or you sell more rights.

Have available advance reading copies in print and digital formats; a jpg of your cover in 96 dpi and 300 dpi; a professional headshot; a website with your contact info; a one-page press release or media sheet with your book’s data; a 175 word or less story blurb; web links, and an author bio. “Brevity is the soul of wit” for press releases and pitches. Also prepare your elevator pitch.

To find reviewers, look for similar titles and Google them for reviews and media coverage. When contacting reviewers or press people, cast a wide net. Do your research ahead of time and address the proper person by name. Be polite, but also be persistent. Follow the submission rules on blogs and review outlets. Be accommodating to their requests. Do not ask a reviewer to send you a copy of the review. It shows you’re not reading her posts. Follow their sites and leave comments to maintain a relationship. Send a follow-up thank you for a review and ask the reviewer’s permission to use quotes from it. What counts is how you react after media coverage. Always say thank you, even for a bad review. i.e. “It’s feedback like this that will make me a better writer.”

What Works

Print Media
Launch Parties
Steady Media Coverage
Personal Contact with Booksellers
Starred Reviews
Winning Awards or Being Nominated
Big Endorsements
Your book put on “Best of…” Lists or Gift Guides

What Doesn’t Work

Radio Tours
Bad Covers
Lengthy Book Tours
Book Trailers
Mass Mailings
Swag and Gimmicks
Asking Readers for Amazon Reviews
“Buy my Book” Social Media Tactics. Share your real news, research tidbits, history of a region, writing tips. Work on social media for up to thirty minutes twice a day. Be engaging and play nice.

Seek “evangelists” or fans who will tell everyone about your book. But don’t let them manipulate posts online as that’s unethical. You want people who will tell their friends and book clubs about your work, hand out your bookmarks, and recommend your titles.

Disclaimer: These statements are my interpretation and any errors are my own.

Here I am with Kathryn DePalo and Kat Karlton aka Karen Kendall.

Tag: book promotion