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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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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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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Book Launch Party for HAIR BRAINED (#14 in the Bad Hair Day Mysteries)
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RWA17 Workshop Recap – iBooks

Amy Atwell from Author E.M.S. gave this workshop at #RWA17. Note that iBooks is in 51 countries and it’s the number two online book retailer in the U.S. Keep in mind that iBooks is the default reading app on all Apple devices. How can you get your book there if you are indie publishing? You could go through a third-party aggregate such as Pronoun, D2D, or Smashwords. Or you can set up your own publisher dashboard with iTunes Connect. Customers buy your book via the iTunes or iBooks app. For uploading books, you need iTunes Producer and a Mac computer. You can hire a formatter who does these uploads or go through one of the aggregates if you don’t own an Apple computer. Once your book is uploaded directly, you can go into your dashboard from any device. If you are doing the upload (or your formatter is doing it for you), you will need an ISBN number for your ebook. If you move a book later from an aggregator to direct upload, you’ll lose rankings and reviews.
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Disclaimer: These notes are subject to my interpretation. Any errors are mine.
Reasons for failure to Upload may be because your epub file isn’t properly validated. Your coding may not match Apple’s requirements. If you’re using epub3 format, it may need versioning info. For Versioning, you add data on what’s new, such as an excerpt or a bonus scene. Readers who have bought your book will be alerted that a new version is available.
Other reasons for error messages might be that your image is too big; you’ve added links to other retailers; you have improper use of iBooks branding; you’ve mentioned a sale or discount in the book’s description; or you haven’t filled in the right primary category.
You can put a sale start and end date. You can do preorders up to a year in advance.
To attract readers, try offering a sneak preview for iBooks fans only. Make use of the free download codes per title. Ask readers if they want to be notified of new releases or sales of your iBooks titles.
Send a request for your series to be linked once you have at least 3 consecutive titles available.
Useful tools include iTunes Link Maker, the Affiliate program, banners and widgets with links to your affiliate code.
Also note that when you do tweets about your books, use #iBooks instead of #iTunes.
For more tips on iBooks, see my previous blog on iBooks Tips for Writers.
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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.
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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?
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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.
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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.
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