Your publisher may not have hundreds of thousands of dollars earmarked for your book promotion campaign. But your publisher likely some money set aside for it, modest though that budget may be.
Unless you speak up and ask your publisher some targeted questions, the publisher (specifically, the publisher's publicity department) is likely to go spend its entire budget without your ever knowing where the money went -- and without your ever seeing any results.
Assume that the publicity department will put together a press release for you, and always ask to see it before anyone sends it out. Your name is on it, so it makes sense for you to provide your input (or at least correct any typos on it!).
Ask what the publicity department is planning to do with the press release. Are they launching a mass mailing? If so, are they sending review copies of the book (or galleys) along with the release? Are there other components to the media kit? Who will receive a copy of the media kit and book?
The publicity department may be reluctant to part with its proprietary list of contacts, but at least they should tell you, in general terms, who will be receiving materials about your book. The national broadcast media? Daily newspapers around the country (if so, which editors -- book review or feature or another beat)? National magazines?
Will the publicity department be running any ads for your book? If so, where? How much will these ads cost?
If you'd prefer that the publicity department not run those ads in favor of approaching more members of the media about the book, say so. If you have a "wish list" of media outlets that should receive copies of the book and media kits, offer to pass that list along.
Find out what you can do to help the publicity department. If you offer to buy media lists that are appropriate for your book, will they stuff the envelopes and pay the postage for the mailing? Will they provide a report of when materials were sent to the media, who responded to the mailing, and what those responses were? Will they allow you to get that mailing list to pass along to an independent publicist whom you might hire to pick up the book promotion campaign where your publisher's publicity department leaves off? Or will they allow you to have that mailing list to work from if you want to continue following up once the publicity department has exhausted its resources for the book prmomotion campaign?
If you ask the right questions of your publisher, you might well be able to maximize the effectiveness of its book promotion spending for your book. Also, click here to read about how J. A. Konrath, a Hyperion author, decided to spend the money that his publisher had set aside for his book promotion campaign. It wasn't a king's ransom, but you can rest assured that he's making the most of every one of those "free" dollars. It might inspire you to begin a grassroots book promotion effort of your own -- on your publisher's dime!
Friday, June 23, 2006
Your Publisher's Book Promotion Funds
Your publisher may not have hundreds of thousands of dollars earmarked for your book promotion campaign. But your publisher likely some money set aside for it, modest though that budget may be.
Unless you speak up and ask your publisher some targeted questions, the publisher (specifically, the publisher's publicity department) is likely to go spend its entire budget without your ever knowing where the money went -- and without your ever seeing any results.
Assume that the publicity department will put together a press release for you, and always ask to see it before anyone sends it out. Your name is on it, so it makes sense for you to provide your input (or at least correct any typos on it!).
Ask what the publicity department is planning to do with the press release. Are they launching a mass mailing? If so, are they sending review copies of the book (or galleys) along with the release? Are there other components to the media kit? Who will receive a copy of the media kit and book?
The publicity department may be reluctant to part with its proprietary list of contacts, but at least they should tell you, in general terms, who will be receiving materials about your book. The national broadcast media? Daily newspapers around the country (if so, which editors -- book review or feature or another beat)? National magazines?
Will the publicity department be running any ads for your book? If so, where? How much will these ads cost?
If you'd prefer that the publicity department not run those ads in favor of approaching more members of the media about the book, say so. If you have a "wish list" of media outlets that should receive copies of the book and media kits, offer to pass that list along.
Find out what you can do to help the publicity department. If you offer to buy media lists that are appropriate for your book, will they stuff the envelopes and pay the postage for the mailing? Will they provide a report of when materials were sent to the media, who responded to the mailing, and what those responses were? Will they allow you to get that mailing list to pass along to an independent publicist whom you might hire to pick up the book promotion campaign where your publisher's publicity department leaves off? Or will they allow you to have that mailing list to work from if you want to continue following up once the publicity department has exhausted its resources for the book prmomotion campaign?
If you ask the right questions of your publisher, you might well be able to maximize the effectiveness of its book promotion spending for your book. Also, click here to read about how J. A. Konrath, a Hyperion author, decided to spend the money that his publisher had set aside for his book promotion campaign. It wasn't a king's ransom, but you can rest assured that he's making the most of every one of those "free" dollars. It might inspire you to begin a grassroots book promotion effort of your own -- on your publisher's dime!
Unless you speak up and ask your publisher some targeted questions, the publisher (specifically, the publisher's publicity department) is likely to go spend its entire budget without your ever knowing where the money went -- and without your ever seeing any results.
Assume that the publicity department will put together a press release for you, and always ask to see it before anyone sends it out. Your name is on it, so it makes sense for you to provide your input (or at least correct any typos on it!).
Ask what the publicity department is planning to do with the press release. Are they launching a mass mailing? If so, are they sending review copies of the book (or galleys) along with the release? Are there other components to the media kit? Who will receive a copy of the media kit and book?
The publicity department may be reluctant to part with its proprietary list of contacts, but at least they should tell you, in general terms, who will be receiving materials about your book. The national broadcast media? Daily newspapers around the country (if so, which editors -- book review or feature or another beat)? National magazines?
Will the publicity department be running any ads for your book? If so, where? How much will these ads cost?
If you'd prefer that the publicity department not run those ads in favor of approaching more members of the media about the book, say so. If you have a "wish list" of media outlets that should receive copies of the book and media kits, offer to pass that list along.
Find out what you can do to help the publicity department. If you offer to buy media lists that are appropriate for your book, will they stuff the envelopes and pay the postage for the mailing? Will they provide a report of when materials were sent to the media, who responded to the mailing, and what those responses were? Will they allow you to get that mailing list to pass along to an independent publicist whom you might hire to pick up the book promotion campaign where your publisher's publicity department leaves off? Or will they allow you to have that mailing list to work from if you want to continue following up once the publicity department has exhausted its resources for the book prmomotion campaign?
If you ask the right questions of your publisher, you might well be able to maximize the effectiveness of its book promotion spending for your book. Also, click here to read about how J. A. Konrath, a Hyperion author, decided to spend the money that his publisher had set aside for his book promotion campaign. It wasn't a king's ransom, but you can rest assured that he's making the most of every one of those "free" dollars. It might inspire you to begin a grassroots book promotion effort of your own -- on your publisher's dime!
Thursday, June 22, 2006
Get Ready for Competition.
Do you feel as though there are already too many authors, and too many books, vying for the media's attention? Well, get ready for even more competition as time goes on.
According to a June 21, 2006 press release, Colin Knecht of the BookMark Self Publishing (which calls itself a "full-service publishing business") predicts that, in 20 years, 50% of the population will be published authors.
The press release doesn't define "population," so we don't know whether Knecht is referring to the population of a particular country (BookMark is based in Canada) or whether he's referring to the North American -- or perhaps the worldwide -- population.
Whatever "population" in this context means, Knecht is predicting that your future book promotion campaigns might be a lot trickier than your current one. So now's the time to learn the book promotion ropes, build media contacts, acquire interviewing skills, and learn how to maintain relationiships with producers and editors -- all so that, when other authors are scrambling to promote their books, you'll have the inside track to a successful book promotion campaign.
Lay the groundwork now to promote your books successfully, and you'll certainly reap the rewards later.
According to a June 21, 2006 press release, Colin Knecht of the BookMark Self Publishing (which calls itself a "full-service publishing business") predicts that, in 20 years, 50% of the population will be published authors.
The press release doesn't define "population," so we don't know whether Knecht is referring to the population of a particular country (BookMark is based in Canada) or whether he's referring to the North American -- or perhaps the worldwide -- population.
Whatever "population" in this context means, Knecht is predicting that your future book promotion campaigns might be a lot trickier than your current one. So now's the time to learn the book promotion ropes, build media contacts, acquire interviewing skills, and learn how to maintain relationiships with producers and editors -- all so that, when other authors are scrambling to promote their books, you'll have the inside track to a successful book promotion campaign.
Lay the groundwork now to promote your books successfully, and you'll certainly reap the rewards later.
Wednesday, June 21, 2006
Why Wait for a Publisher?
If you have a great book idea, why wait until you find a publisher? Publish it yourself. That's what Elizabeth Skinner Grumbach decided to do when she created travel journals for children. Check out her story.
Of course, self-publishing means learning a whole range of new skills, and it means connecting with a variety of professionals who can handle the tasks you're unable to, or have no interest in. And it means making an investment in terms of your time and money, and it means taking risks.
But, in the end, you might have a book that's highly promotable. Grumbach seems to be getting the hang of book promotion. In fact, Parents magazine ran a story about her three books, and I'm sure Grumbach could gain all the media attention she wanted if she approached parenting editors and producers from coast to coast.
Would the occasional editor or producer tell Grumbach that he/she doesn't cover self-published books? Probably, but the number of media decisionmakers who would turn down a self-published book because it's a self-published books was small to begin with, and it's diminishing all the time.
A book promotion campaign can be highly successful regardless of the publisher. In my experience, a book that's published by one of the well-known print-on-demand publishers has a special challenge when it comes to book promotion, but self-published books don't suffer from the same stigma. There's no history attached to an imprint that you create, which is a challenge -- but it can be a positive challenge if you remember that book promotion is a numbers game, and the more media decisionmakers you contact, the more positive responses you'll receive.
I'm glad that Grumbach, and people like Grumbach, don't feel the need to put their book ideas on hold while they wait for a publisher to show some interest. Publishers are great -- and they can be very helpful with production, marketing, and distribution -- but they don't make or break a book promotion campaign. And they certainly don't make or break a book, either.
Of course, self-publishing means learning a whole range of new skills, and it means connecting with a variety of professionals who can handle the tasks you're unable to, or have no interest in. And it means making an investment in terms of your time and money, and it means taking risks.
But, in the end, you might have a book that's highly promotable. Grumbach seems to be getting the hang of book promotion. In fact, Parents magazine ran a story about her three books, and I'm sure Grumbach could gain all the media attention she wanted if she approached parenting editors and producers from coast to coast.
Would the occasional editor or producer tell Grumbach that he/she doesn't cover self-published books? Probably, but the number of media decisionmakers who would turn down a self-published book because it's a self-published books was small to begin with, and it's diminishing all the time.
A book promotion campaign can be highly successful regardless of the publisher. In my experience, a book that's published by one of the well-known print-on-demand publishers has a special challenge when it comes to book promotion, but self-published books don't suffer from the same stigma. There's no history attached to an imprint that you create, which is a challenge -- but it can be a positive challenge if you remember that book promotion is a numbers game, and the more media decisionmakers you contact, the more positive responses you'll receive.
I'm glad that Grumbach, and people like Grumbach, don't feel the need to put their book ideas on hold while they wait for a publisher to show some interest. Publishers are great -- and they can be very helpful with production, marketing, and distribution -- but they don't make or break a book promotion campaign. And they certainly don't make or break a book, either.
Sunday, June 18, 2006
News Tie-Ins for Book Promotion
I often talk about how tying into news stories increases your chances of scoring interviews. That sounds good to most people. The New York Times runs a story, and that story ties into their book. So now it's time to move your book promotion campaign forward another notch.
But how?
I've recently learned that the link between news stories and book promotin isn't clear to every author, so it's worth commenting here about what you can do with a news story -- say, in the New York Times -- and what you can't do with it to enhance your book promotion campaign.
First, here's what you can't do with the story. You can't get publicity for the news story. The story is already in print (or on the air or on the Internet). It has publicity.
So what can you do with the news story? You can react to it. In a few sentences, you can: agree with the news story, disagree with the news story, offer a different perspective about the news story, or add something to the news story. Then you can go out to all the media outlets you know about (including the one that originally turned you onto the news story) and provide them with your comment. Writing a letter to the editor is a great way to some book publicity, but what I had in mind is pitching the beat editor related to the news item.
When you approach your book publicist with a news story that relates to your book, be sure to offer your view of the news story in one of the ways that I've described. A book publicist can use your statement as a building block of your book promotion campaign. She can't turn the news story itself into news -- that's already been done -- but, with your help, she can help you become a part of the news story.
One final tip: when you see a news story that you can build on, act quickly. A story that was in the New York Times on Thursday will be a powerful news hook for your book publicist to use on Thursday, and maybe even Friday . . . but, by Monday, it may be too late.
Keep watching the news, and keep deciding how your point of view and your expertise fits into it. Then let your book publicist know in a timely fashion, and you'll see results in your book promotion campaign.
But how?
I've recently learned that the link between news stories and book promotin isn't clear to every author, so it's worth commenting here about what you can do with a news story -- say, in the New York Times -- and what you can't do with it to enhance your book promotion campaign.
First, here's what you can't do with the story. You can't get publicity for the news story. The story is already in print (or on the air or on the Internet). It has publicity.
So what can you do with the news story? You can react to it. In a few sentences, you can: agree with the news story, disagree with the news story, offer a different perspective about the news story, or add something to the news story. Then you can go out to all the media outlets you know about (including the one that originally turned you onto the news story) and provide them with your comment. Writing a letter to the editor is a great way to some book publicity, but what I had in mind is pitching the beat editor related to the news item.
When you approach your book publicist with a news story that relates to your book, be sure to offer your view of the news story in one of the ways that I've described. A book publicist can use your statement as a building block of your book promotion campaign. She can't turn the news story itself into news -- that's already been done -- but, with your help, she can help you become a part of the news story.
One final tip: when you see a news story that you can build on, act quickly. A story that was in the New York Times on Thursday will be a powerful news hook for your book publicist to use on Thursday, and maybe even Friday . . . but, by Monday, it may be too late.
Keep watching the news, and keep deciding how your point of view and your expertise fits into it. Then let your book publicist know in a timely fashion, and you'll see results in your book promotion campaign.
Saturday, June 17, 2006
Book Promotion Times Three
This idea was new to me. Instead of trying to arrange a book signing at a local bookstore, why not ask a couple of other authors to share a book signing with you? Annie's Book Stop of Sharon, Massachusetts is hosting a triple autograph party today for three novelists: Becky Motew, Marianne Mancusi, and Hannah Howell. You can read about it here.
That's smart.
If an unknown novelist, tries to set up a book signing, the events manager at the bookstore will ask her to quantify the number of people she'll bring into the store. If she can't guarantee a crowd, she won't be invited to have a book signing at that store.
But if an unknown novelist finds a couple of other unknown novelists in the area, and they set up a joint signing, that's a different matter. Together, they'll (theoretically, anyway) bring in three times the number of shoppers and make it worth the bookstore's while to host the event.
If you've been trying to set up a local bookstore signing and have been frustrated by the event nanager's lack of enthusiasm, consider ramping up your book promotion efforts by finding another author or two to join you. Together, you can pitch the bookstore on a book signing (or "autograph party," and together, you might get the results you're seeking.
That's smart.
If an unknown novelist, tries to set up a book signing, the events manager at the bookstore will ask her to quantify the number of people she'll bring into the store. If she can't guarantee a crowd, she won't be invited to have a book signing at that store.
But if an unknown novelist finds a couple of other unknown novelists in the area, and they set up a joint signing, that's a different matter. Together, they'll (theoretically, anyway) bring in three times the number of shoppers and make it worth the bookstore's while to host the event.
If you've been trying to set up a local bookstore signing and have been frustrated by the event nanager's lack of enthusiasm, consider ramping up your book promotion efforts by finding another author or two to join you. Together, you can pitch the bookstore on a book signing (or "autograph party," and together, you might get the results you're seeking.
Tuesday, June 13, 2006
Book Promotion: An Odd Tactic
We try all sorts of techniques in book promotion, but here is an idea for getting some book publicity that you probably would never think of: avoid the limelight, become a semi-recluse, and refuse to do interviews.
Sounds like a formula for killing a book rather than promoting it, right? And yet that is the book promotion tactic employed by Harper Lee, the genius behind "To Kill a Mockingbird." Read about her, and about a new biography about her, at the Christian Science Monitor Web site.
As a book publicist, I'm not sure I can endorse the avoidance of media attention as the best possible way of promotion your book. But if all else fails -- maybe Harper Lee is onto something after all. Perhaps the best book promotion campaign is to actively avoid a book promotion campaign, and to let the media and fans and biographers swarm around you and beg you to give them some time and attention.
Hmmm. Maybe that's not crazy at all.
Sounds like a formula for killing a book rather than promoting it, right? And yet that is the book promotion tactic employed by Harper Lee, the genius behind "To Kill a Mockingbird." Read about her, and about a new biography about her, at the Christian Science Monitor Web site.
As a book publicist, I'm not sure I can endorse the avoidance of media attention as the best possible way of promotion your book. But if all else fails -- maybe Harper Lee is onto something after all. Perhaps the best book promotion campaign is to actively avoid a book promotion campaign, and to let the media and fans and biographers swarm around you and beg you to give them some time and attention.
Hmmm. Maybe that's not crazy at all.
Thursday, June 08, 2006
Hate Hampers Book Promotion Campaigns
Have you ever wondered why a radio producer would turn down the opportunity to have you as a guest -- especially when you know that the information you want to impart would benefit that radio show's target audience? Well, let's figure it out.
Last night, I was listening to the "Paul Sullivan Show" on WBZ-AM, which is a Boston-based radio station that boasts a 50K-watts signal, and a listening area that includes most of the U.S. and parts of Canada. And who was the guest but the founder of an organization whose apparent mission is to ruin the lives of homosexuals and put an end to anything that might be even vaguely connected to homosexuality.
The founder and his organization has been given so much air time and print space that I don't want to give them even one more pixel here, so I will mention neither the organization nor its founder. But the jerk and his followers were all hot and bothered about some homosexual mannequins that were in a department store window yesterday, and they took to the media for help in bashing those mannequins and the store that displayed them, and expressing empathy for all of the victimized people who had to be subjected to them.
Yes. I listened to this idiot ramble on for about two hours on this theme, and I realized once again that talk radio loves hate, and it would invite this hater on the airwaves faster than it would welcome the doctor or medical team that finally invents a vaccine that can prevent AIDS.
While we're trying to arrange media interviews, and getting our share of rejections from producers, we have to realize that the people who are getting air time are not necessarily those who are the worthiest of media attention; the brightest people; or those with the most important media messages. Sometimes, the people who are getting interviews requests from the media are simply those who are doing their best to resemble one-celled, brainless lifeforms whose hateful messages are so simple and mindless that producers just can't resist.
Thanks, Paul Sullivan, for finding one of these cretins and having him on your show last night. I know you weren't the only talk show host who made this choice, but you know what? You were the one whose station I was listening to during prime time yesterday, and yours was the show from which I had expected better. Boston's top news station? Great. The person you interviewed last night is a newsmaker, of course. But then again, all hatemongers tend to be newsmakers.
Those homosexual mannnequins are no longer in that department store window, but their memory lingers on. Every time I encounter a producer who declines to interview one of my clients, the memory will flare up again.
Hate hampers everything and, yes, it does mess up book promotion campaigns -- mostly, because media consumers let it.
Last night, I was listening to the "Paul Sullivan Show" on WBZ-AM, which is a Boston-based radio station that boasts a 50K-watts signal, and a listening area that includes most of the U.S. and parts of Canada. And who was the guest but the founder of an organization whose apparent mission is to ruin the lives of homosexuals and put an end to anything that might be even vaguely connected to homosexuality.
The founder and his organization has been given so much air time and print space that I don't want to give them even one more pixel here, so I will mention neither the organization nor its founder. But the jerk and his followers were all hot and bothered about some homosexual mannequins that were in a department store window yesterday, and they took to the media for help in bashing those mannequins and the store that displayed them, and expressing empathy for all of the victimized people who had to be subjected to them.
Yes. I listened to this idiot ramble on for about two hours on this theme, and I realized once again that talk radio loves hate, and it would invite this hater on the airwaves faster than it would welcome the doctor or medical team that finally invents a vaccine that can prevent AIDS.
While we're trying to arrange media interviews, and getting our share of rejections from producers, we have to realize that the people who are getting air time are not necessarily those who are the worthiest of media attention; the brightest people; or those with the most important media messages. Sometimes, the people who are getting interviews requests from the media are simply those who are doing their best to resemble one-celled, brainless lifeforms whose hateful messages are so simple and mindless that producers just can't resist.
Thanks, Paul Sullivan, for finding one of these cretins and having him on your show last night. I know you weren't the only talk show host who made this choice, but you know what? You were the one whose station I was listening to during prime time yesterday, and yours was the show from which I had expected better. Boston's top news station? Great. The person you interviewed last night is a newsmaker, of course. But then again, all hatemongers tend to be newsmakers.
Those homosexual mannnequins are no longer in that department store window, but their memory lingers on. Every time I encounter a producer who declines to interview one of my clients, the memory will flare up again.
Hate hampers everything and, yes, it does mess up book promotion campaigns -- mostly, because media consumers let it.
Tuesday, June 06, 2006
The Devil Ignores Book Promotion Campaigns
Today is 06/06/06. So what has this book publicist laerned about the importance of that date? In a nutshell, it's this: if the devil is at work, he's found something to do other than to get involved in book promotion campaigns. I've been booking shows and placing articles, as usual. And, no, the devil didn't make me do it. At least, I don't think he did. Hmmmmm.
Sunday, June 04, 2006
After Book Promotion: Sales
After a book promotion hit, authors always want to see how many books they've sold. This information is not easily come by. Editors keep mum, and Amazon provides only a fraction of the information that authors need.
You know what I always say: there usually is only an indirect relationship between book promotion and book sales. Still, authors are always curious to know what that relationship is, and now I've caught onto a resource that might help them find out: Nielsen BookScan U.S.
You can read about Nielsen BookScan -- who uses it and why -- online at Slate or at Nielsen BookScan U.S.'s Web site.
In a nutshell, publishers and authors can subscribe to BookScan to get the closest thing to actual sales figures that are available. According to Slate's article, there's even a verb to go along with Nielsen BookScan U.S. It's called "BookScanning" as in: "You ought to try BookScanning Stephen King's latest novel." (Sure, you could try Googling Stephen King's latest novel, but somehow, that just wouldn't be as informational.)
The good news is that BookScanning is available, and it's democratic, and it's honest. It can provide information about how much, or how little, your book promotion campaign is affecting book sales, and how wise you'd be to invest additional funds in your book promotion campaign.
So now you can stop relying on Amazon for book sales information. BookScanning is here!
You know what I always say: there usually is only an indirect relationship between book promotion and book sales. Still, authors are always curious to know what that relationship is, and now I've caught onto a resource that might help them find out: Nielsen BookScan U.S.
You can read about Nielsen BookScan -- who uses it and why -- online at Slate or at Nielsen BookScan U.S.'s Web site.
In a nutshell, publishers and authors can subscribe to BookScan to get the closest thing to actual sales figures that are available. According to Slate's article, there's even a verb to go along with Nielsen BookScan U.S. It's called "BookScanning" as in: "You ought to try BookScanning Stephen King's latest novel." (Sure, you could try Googling Stephen King's latest novel, but somehow, that just wouldn't be as informational.)
The good news is that BookScanning is available, and it's democratic, and it's honest. It can provide information about how much, or how little, your book promotion campaign is affecting book sales, and how wise you'd be to invest additional funds in your book promotion campaign.
So now you can stop relying on Amazon for book sales information. BookScanning is here!
Thursday, June 01, 2006
Literacy: The Big Read
The National Endowment for the Art is has a new program called “The Big Read.” According to this article in the Minnesota Spokesman-Recorder, the program encourages people around the country to read a single book. These readers might participate in book clubs and events, and the idea is to get everyone to form one literary community that's talking about one title.
This year, a literary center in Minneapolis chose Zora Neale Hurston's novel, Their Eyes Were Watching God, as it's Big Read. Hurston's niece, Lucy Ann Hurston, appeared at that literary center to promote her own book, Speak, So You Can Speak Again, The Life of Zora Neale Hurston (published by Doubleday).
So which is it? Is The Big Read a book promotion opportunity, or does it promote literacy? It sounds to me as though The Big Read is both of those things . . . and also, it provides an opportunity to build community and cultural awareness through books. It's a win/win for everybody.
This year, a literary center in Minneapolis chose Zora Neale Hurston's novel, Their Eyes Were Watching God, as it's Big Read. Hurston's niece, Lucy Ann Hurston, appeared at that literary center to promote her own book, Speak, So You Can Speak Again, The Life of Zora Neale Hurston (published by Doubleday).
So which is it? Is The Big Read a book promotion opportunity, or does it promote literacy? It sounds to me as though The Big Read is both of those things . . . and also, it provides an opportunity to build community and cultural awareness through books. It's a win/win for everybody.
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