Stepping Out of Your Comfort Zone

Publicity makes an author smile. In fact good publicity is a bonus and a sought after commodity by anyone in the public eye. Some authors are very good public speakers, can excel at book readings, or explain their book succinctly to anyone standing still long enough to listen.

Yet, no matter who you are there are different levels of your comfort zone. I know where I'm very comfortable and that is behind a keyboard, preferably attached to a computer screen. I am comfortable in front of an audience, especially if it is a topic I am passionate (or knowledgeable) about...and no, those are not synonymous! I am also comfortable before a group of students, I enjoy teaching.

The place I am the least comfortable is before a movie camera or still camera for that matter. At that point I think of all the places I'd rather be and it takes an extreme amount of effort to hold my thoughts captive. I'd rather be taking the picture or the movie, and this is something I enjoy. It is self preservation, if you are behind the camera it is difficult to be in front of it! I always marvel at those who love having their picture taken, and unfortunately my children have picked up my phobia.

Photo-ops are a must for any author, even those who feel that the years and the pounds are creeping up (at least my fingers get a very good, daily work out!). It is an important part of the profession and something that is a must for any author trying to sell their product. While the camera isn't always kind, a good photographer and photo enhancing computer software can definitely be a benefit.

Conversely, video does not lie! It is you and those lenses, sometimes many video camera lenses pointing and following you unrelentingly as you move upon the stage wishing you could climb off or hide under the nearest bush. As an author I know the importance of a speaking platform, so when I came up with the idea of Scholar Square and found a programmer who could bring my idea to fruition,  I considered it the best of both worlds. A video website with a twist. A place that an author, an educator, or a business person could put up a video, teach a topic, charge for it . . . and sell their books, products or services.

I still think it is a great idea, but I have yet to watch any of my video presentations all the way through. When the DVDs of my taped events arrived at my home, they sat unopened until my daughter came to watch them with me, in fact she insisted. We laughed at the number of times I blinked my eyes, and how the "Italian" in me came out as I often gestured with my hands. At least my voice didn't shake!

And, then came another opportunity. To be interviewed using streaming video online that was thankfully pre-recorded using Skpe. I had to smile while looking into the tiny hole in my computer screen, containing the webcam, as my kind host introduced me. Once the introduction was over it was much easier to handle the interview. I couldn't see her at all and I definitely CAN wait for that video to post on the website. I am sure I'll blog about that when it is launched.


In order to accomplish we often need to climb out from behind the computer and into the limelight. And, I've come up with a list of ways to do this. It began as a list of excuses for why I could not (or should not) venture out of my comfort-zone and quickly took on a life of its own. This happens often to the words I pen.

Reasons to step out of your comfort zone:

1. If you don't who will.
2. You can't take a picture of your cat and expect people to think it is you.
3. I want to sell books.
4. I can't hire anyone else to do it for me.
5. The time will pass quickly.

And who knows, you may actually enjoy the venture and find that it becomes your comfort zone! It is easier to accomplish a little in a day than nothing at all. Take a chance and try to stretch your reach, the worse that can happen is you may sell a few books!

Publicity for Authors

Many authors only want to write.  They have a book idea, they finally get the book written and then the hunt to find someone to publish the book. Perhaps they decide to publish on their own, or opt to obtain an agent. Once the publisher accepts the manuscript, the author's real work begins. 

There has been a shift in the way publicity is handled now that the internet is a way of life. Blogging, Twitter, Facebook and LinkedIn are all important facets of the marketing process. In this way you can interact with friends and their friends and the viral word about your book will begin to spread all in time for the big-book launch.

For some authors the process may seem overwhelming. In fact, they may not be able to deal with the day-to-day hastle of blogging, tweeting, facebook interaction with friends, etc. That is when a publicist becomes invaluable. These behind-the-scene advocates for the author work tirelessly to get the author in the news, set up speaking venues and handle their social media concerns. A publicist can do as much or as little as an author desires. Many offer custom packages.

My first interaction with a publicist, Kathy Carlton Willis, came when her firm found my Blog Talk Radio Show http://www.WritingandPublishingRadio.com. Kathy's very capable assistant contacted me about a group of their authors, offering several for my show. They asked me to chose the best fit for my show's purpose. In order to appear as a guest on my show, I ask that authors teach my audience something about the process of becoming an author, or something about the process of publishing. It can either be a difficult journey as an author, some area where they excel, for example writing plot, character or perhaps for a non-fiction author interview skills.

I was able to interview four authors during the same month, all with the same publicist. I had extremely high listens for the weeks when these authors appeared on my show. I was pleased with the results. There was an increase in the number of listens over my normal count by 400+ in two weeks. It was a group effort, but knowing how to publicize helps.

Not all publicists do their jobs well.  If you are considering retaining a publicist I would highly recommend that you conduct your own interview, ask for referrals, and contact some previous clients. Make sure your goals mesh. For example if you are interested in obtaining a speaking platform, doing book signings and conducting interviews make sure your publicist can arrange this for you. When in doubt ask. Being on the same page is always a good thing!

Publicity and Book Marketing

And so we begin April as the month of the publicists and book marketing experts. I will be interviewing four people this month who understand the publishing industry and know how to make the most out of your advertising dollar. Some of these experts are authors and others know the industry, inside and out. Getting the word out about a new book or product is very important, and the hope is that the advertising takes the form of social media viral “buzz”.

First let's look at the definitions of the terms publicity and marketing. Both appear to mean the same thing. The idea is to be noticed in order to find someone to purchase your books. Simply, publicity is local or national media coverage such as newspaper, magazine, or print reviews in the form of interviews or book reviews. It can also mean radio or television interviews. Today this definition is expanded to include media coverage via blog promotions, blog tours, or podcasts. Publicity is free exposure for you, and you gain notoriety in the form of the coverage. A press release is a good way to help shape your image and busy media outlets appreciate the help of a well worded synopsis of your book, photograph and bio.



Marketing on the other hand takes many forms. It can be paid advertising in order to present your product to the masses and is a direct approach in order to obtain sales from consumers. Marketing allows you to word the ad or hire a professional to write one for your use. This can also be the tools such as business cards, postcards, book marks, websites, pay per click ads, and other resources to use at book signings. Marketing can also take the form of author blog posts, and social media platforms such as Facebook, Twitter and LinkedIn.

I have interviewed many authors who have hired a publicist for their book promotions and were very happy with the results. Publicists are not cheap, yet if they obtain the contact and publicity you hope for, they are well worth the money spent. As with anything publishing related it helps to have a goal and share this with the person you hire. Do you want to travel and speak? Do you want to be paid for your speaking engagements? Do you desire bookstore book signings? Or, would you rather speak from a telephone at home and talk about your book project?

Can you successfully promote your own book? Yes, it does not matter if you are a first time self-published author or you are an author with a traditional press. You can promote your own book, all it takes is time. There are many resources and guides available and we will discuss this on the broadcasts on my radio show, this month.

Here is the upcoming line-up:

April 5, 2010 Marc Grant: Mentor Equity Press  http://www.MentorEquityPress.com
April 12, 2010 John Kremer: 1001 Ways to Market Your Book: http://www.bookmarket.com
April 19, 2010 Kathy Carlton Willis: Publicist http://www.kathycarltonwillis.com/
April 26, 2010 Leili McKinley: Branding for Authors: http://www.leilimckinley.com/speaker/  

When do you Start Marketing Your Book?

Guest Blogger

Carol White

When I can "have it my way" - which isn’t often  - I prefer to work on the book at least 6 months ahead of the pub date – I know, “but my book is coming out next week!” - you really need that much time to get the marketing/distribution/pricing plans together. 



You need to apply to distributors, get their paperwork done, get their sales team representing your book to the chains, the chains place their advance orders, you know how many to print and ship to them, they have to get them in stores - all prior to your pub date. If you aren’t going to use a trade distributor, how are people going to get your book once they know about it? You have to be able to answer that question; and the answer isn’t “from my website” – most people will not buy from an unknown website by an unknown author.

Speaking of websites, a website is another activity that should be done as early as possible - you can use it to begin creating advance buzz for your book, have a media room where the media can learn about your book (cover art, pictures from the book, pub date, etc.) and a place to post your media coverage as it comes in. You can post your Table of contents, a sample chapter, do a blog, and so on - lots you can do to start building that platform waaayyy ahead of the book.

You also need your publicist in place with your media kit to do pre-pub reviewers 3-4 months minimum before pub date (required time), get early copies out to large magazines with long lead times, and then when the time gets closer, do newspapers, blogs, websites, and short cycle magazines. If you don’t hire a publicist, then you need to do these activities.

WHEW!!! See why it takes 6 months? Oh - and YOU have to follow-up on all this to maximize the impact.

My motto: No follow-up = no results
Get your book really ready by following these steps:

1) You need a distribution strategy (whether POD or off-set - just the logistics are different) - how sad is it to create great buzz - and you don’t have your book anyplace where the trade and consumers can get it for your anxious buyers.

2) To engage a trade distributor or even a wholesaler (assuming you are doing print runs) you must have a written marketing plan for them.

3) You have to make sure that your product is top notch - or a publicist won’t take it - their reputation is on the line with every book they recommend to their media contacts. That is what you are really paying for - who they know and how effective they are at placing your book for publicity.

4) You have to make sure that your price is competitive with other books in your genre or no amount of publicity will create the sales that you expect.

5) You need a good media kit for the publicist to use as a basis for the publicity she/he will create for you - or you can pay the publicist or another marketing professional to do that work for you.

 

Of course all of these steps are predicated on your goals for your project, the amount of resources (time & money) you can devote to your book and any constraints that your life situation imposes on you (don’t want to do live appearances or maybe radio terrifies you, etc.).
So give your book a chance – start early and plan your marketing just as carefully as you planned your words on the page

 
Carol White is an author, speaker, writer, and book marketing coach.  In addition to co-authoring the best selling, award-winning book, Live Your Road Trip Dream, Carol is a frequent guest speaker at conventions such as the national AARP Life @ 50+ and The Great North American RV Rally.  She is also a published writer for magazines and websites and has spoken about publishing to groups including IBPA’s Publishing University, the Northwest Association of Book Publishers and the Bay Area Independent Publisher’s Assn. She has an active book marketing consulting practice that includes both domestic and international clients. www.carolwhitemarketing.com

15 Commandments for Getting FREE Publicity

15 Commandments for Getting FREE Publicity

By Carolyn Howard-Johnson

An Excerpt from THE FRUGAL BOOK PROMOTER:

HOW TO DO WHAT YOUR PUBLISHER WON’T

A huge retailer once said that advertising works, we just don’t know how, why, or where it works best.

What we do know is that advertising’s less mysterious cousin, publicity, works even better. It is the more reliable relative because it is judged on its merit alone and carries the cachet of an editor’s approval. It also is surrounded by the ever-magic word “free.” The two are easily identified as kin.

These two often walk hand-in-hand and yet they can be incompatible. The editors of good media outlets will not allow the advertising department to influence them. Still, in an effort to be completely impartial they reserve the right to use advertiser’s stories editorially if they deem them newsworthy.  That is why it is helpful to use advertising in a vehicle that plays to the audience you would like to see standing in line for your book. This paid-for exposure then becomes an entrée to the decision-makers. A contact in the advertising department may be willing to put a news release on the desk of one of his editors, maybe even encourage her to look at it.  There are no contracts, but it does sometimes work. If you’re going to try this route, choose a “little pond”, a bookish brochure or an “arty” weekly so that the dollars you spend will be noticed.

Sometimes a magazine or newspaper will run a special promotion called advertorial.  These are sections where you pay for an ad and then the newspaper assigns a reporter to cover the story you want told. The article carries some of the prestige of editorial copy—that is the general reader may assume the article has been chosen only on its merits because of its copycat character. The writer or editor you meet will can be approached when your have something exceptional.

Still, advertorial isn’t exactly FREE. If FREE sounds more like the fare that will serve your needs, carve out some time to do it yourself and follow these 15 commandments:

Educate yourself: Study other press releases. Read a book like Publicity Advice & How-To Handbook, Rolf Gompertz, a SPAN member. Join publicity oriented e-groups.

Read, read, read: Your newspaper. Your e-zines. Even your junk mail, a wonderful newsletter put out by the Small Publishers of North America (www.spannet.org) and one called The Publicity Hound (www.publicityhound.com.)  My daughter found a flier from the local library in the Sunday paper stuffed between grocery coupons.  It mentioned a display done by a local merchant in the library window. My second book, "Harkening: A Collection of Stories Remembered," became a super model in their lobby and I became a seminar speaker for their author series. Rubbish (and that includes SPAM) can be the goose that laid the golden egg.

Keep an open mind for promotion ideas: Look at the different themes in your book.  There are angles there you can exploit when you’re talking to editors. My first book, "This is the Place" is sort of romantic (a romance website will like it) but it is also set in Salt Lake City, the site where the winter games were played in 2002 and, though that’s a reach, I found sports desks and feature editors open to it as Olympics © fervor grew and even as it waned because they were desperate for material as the zeal for the games wound down.

Cull contacts: Develop your Rolodex by adding quality recipients from media directories. The website http://www.gebbieinc.com/ has an All-in-One Directory that gives links to others such as Editor, Publisher Year Book, and Burrell’s. Some partial directories on the web are free and so are your yellow pages. Ask for help from your librarian—a good research librarian is like a shark; she’ll keep biting until she’s got exactly what she wants.

Etiquette counts: Send thank-you notes to contacts after they’ve featured you or your book. This happens so rarely they are sure to be impressed and to pay attention to the next idea you have, even if it’s just a listing in a calendar for your next book signing.

Partner with your publicist and publisher: Ask for help from their promotion department—even if it’s just for a sample press release.

Publicize who you are, what you do: Reviews aren’t the only way to go. E-books are important promotion tools and Twitter is big news right now (find me at www.twitter.com/frugalbookpromo). Katy Walls, author of “The Last Step,” coordinated an “anthology” of recipes from authors who mention food in their books (yes, some my family’s ancient recipes from polygamist times are in it). If you'd like a copy of the article on how to make an e-book like that work for you, go to www.budurl.com/FreeContent. Other helpful articles on promotion await you there, too.

Think of angles for human interest stories, not only about your book but about you as its author. Are you very young? Is writing a book a new endeavor for you? Several editors have liked the idea that I wrote my first book at an age when most are thinking of retiring, that I think of myself as an example of the fact that it is never too late to follow a dream.

Develop new activities to publicize: Don’t do just book signings. Use your imagination for a spectacular launch. Start an award. I give the Noble (Not Nobel!) for literary work each January at www.MyShelf.com. Get charities involved. Think in terms of ways to help your community.

Send professional photos with your release: Request guidelines from your target media. Local editors won’t mind if you send homey Kodak moment--properly labeled--along with your release. Some will use it; it may pique the interest of others and they’ll send out their own photographers. It’s best, however, to send only professional photos to the big guys.

Frequency is important: The editor who ignores your first release may pay more attention to your second or twenty-fifth. She will come to view you as a source and call you when she needs to quote an expert.  This can work for novels as well as nonfiction. I received a nice referral in my local newspaper because I am now an “expert” on prejudice, even though my book is a novel and not a how-to or self-help piece.

Follow Up: Shel Horowitz, author of Marketing Without Megabucks (http://www.frugalfun.com), reports that follow-up calls boost the chances of a press release being published. Voice contact builds relationships better than any other means of communication.

Keep clippings: Professional publicists like Debra Gold of Gold & Company do this for their clients; you do it so you’ll know what’s working and what isn’t.

Evaluate: One year after your first release, add up the column inches. Measure the number of inches any paper gave you free including headlines and pictures. If the piece is three columns wide and each column of your story is six inches long, that is 18 column inches. How much does that newspaper charge per inch for their ads? Multiply the column inches by that rate to know what the piece is worth in advertising dollars. Now add 20% for the additional trust the reader puts in editorial material.

Set goals: You now have a total of what your year’s efforts have reaped.  New publicist-authors should set a goal to increase that amount by 100% in the next year.  If you already have a track record, aim for 20%.

Observe progress: Publicity is like planting bulbs. It proliferates even when you aren’t trying very hard. By watching for unintended results, you learn how to make them happen in the future.

Carolyn Howard-Johnson is the author of THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON’T (www.budurl.com/FrugalBkPromo ). For a little over 2 cents a day THE FRUGAL BOOK PROMOTER assures your book the best possible start in life. Full of nitty gritty how-tos for getting nearly free publicity, Carolyn Howard-Johnson shares her professional experience as well as practical tips gleaned from the successes of her own book campaigns. She is a former publicist for a New York PR firm and a marketing instructor for UCLA's Writers' Program.. Learn more about the author at http://carolynhoward-johnson.com or http://HowToDoItFrugally.com