Does a successful book promotion campaign lead to a bestseller? Sometimes...but, more typically, a book becomes a bestseller by accident. So says a recent New York Times article, "The Greatest Mystery: Making a Best Seller."
We all know that booksellers become bestsellers for a combination of reasons: great distribution, awesome writing, super cover, and terrific word-of-mouth. To this list, the New York Times adds another component: the stars' alignment.
The frustration is that, you can do everything right, and still not earn enough money to pay your expenses/meet your advance -- even with the best book promotion campaign in the world. The flip side of that is, if creating a bestseller is at least partly a matter of luck, then that stroke of luck can happen to anyone.
Yes. It can happen to you.
Monday, May 14, 2007
Tuesday, May 08, 2007
Blame the publicist, part II.
Paris Hilton doesn't blame her publicist anymore, you'll be glad to know. Okay, I was being polite. You probably don't care. But I offer this article as comic relief and because I brought up the subject of Paris Hilton's woes yesterday. I guess that will teach me, huh?
By the way, I do have some advice for Paris Hilton's publicist: quit. Why would you want to promote this woman when there are so many worthier candidates for media attention -- and yours?
By the way, I do have some advice for Paris Hilton's publicist: quit. Why would you want to promote this woman when there are so many worthier candidates for media attention -- and yours?
Monday, May 07, 2007
A tough and ugly way to get publicity.
You can get publicity the easy way -- by writing a newsworthy book, for example. Or you can promote yourself the tough way -- by doing something horrible, showing no remorse, and scoring 45 days in prison. I particularly love the way she blames her publicist for "getting her into this mess." And her publicist did that...how? I read Hilton's whining accusation, and I still can't make any sense of her theory about why this whole mess has anything at all to do with her now-former publicist. Maybe you can make sense out of it -- click here if you'd like to try.
I guess, if you're interested in book promotion, either technique would work. But I don't recommend the route that Paris Hilton took. I just don't. (And I wish she could be sentenced to an additional 45 days just on the basis of her reaction -- or the lack thereof -- to the sentence.)
I guess, if you're interested in book promotion, either technique would work. But I don't recommend the route that Paris Hilton took. I just don't. (And I wish she could be sentenced to an additional 45 days just on the basis of her reaction -- or the lack thereof -- to the sentence.)
Tuesday, April 24, 2007
Imagine if there were no book reviewers....
If you're conducting a book promotion campaign, you'll want to read a press release that I received last night and that I reprint here, with the author's permission.
For immediate release
Last week, the Los Angeles Times folded its book review section into an opinion section, and the Atlanta Journal-Constitution eliminated its book review position. Not a good week for book criticism, but not a surprising one, either: in the past few years, newspapers from the Chicago Tribune to the Dallas Morning News to the Village Voice have seen book coverage shrink.
The National Book Critics Circle (NBCC) is not taking these developments lying down. This week, in an effort to support book reviews, book editors, book pages, and book culture, the NBCC is launching a Campaign to Save Book Reviews. During the last week in April and throughout the month of May, the NBCC is asking authors and editors, journalists and publishers—and in fact anyone interested in literary culture—to speak out on the value of books and book reviewing.
The campaign’s launch pad is an effort to save the book review position at the Atlanta Journal-Constitution, held until last week by Teresa Weaver. Explains NBCC president John Freeman, “Teresa has the opportunity to apply for a job within the company, but it's not clear what the fate of the book page will be—whether it'll be reassigned to an existing editor, whether it will go entirely to wire copy, or whether it will be removed altogether.” A petition to save Weaver’s job has already secured nearly a thousand signatures, including those from luminaries as varied as Michael Connelly, Richard Powers, and Ian Rankin. Those interested in signing should go to http://www.petitiononline.com/atl2007/petition.html.
Throughout the campaign, Critical Mass, the NBCC’s blog, will feature Q&As, posts by concerned writers, and advice on petitioning the media to assure continued book coverage. Current posts include a lengthy Q&A with David L. Ulin, editor of the Los Angeles Times Book Review. Check out http://bookcriticscircle.blogspot.com/ to join in our efforts and to track developments in this ongoing and important campaign.
The National Book Critics Circle, founded in 1974, is a nonprofit, tax-exempt organization consisting of nearly 700 active book reviewers nationwide who are interested in honoring quality writing and communicating with one another about common concerns. It is managed by a 24-member all-volunteer board of directors. For more information, please go to www.bookcritics.org.
For questions, contact Barbara Hoffert, hoffer@reedbusiness.com or 646-746-6806.
For immediate release
Last week, the Los Angeles Times folded its book review section into an opinion section, and the Atlanta Journal-Constitution eliminated its book review position. Not a good week for book criticism, but not a surprising one, either: in the past few years, newspapers from the Chicago Tribune to the Dallas Morning News to the Village Voice have seen book coverage shrink.
The National Book Critics Circle (NBCC) is not taking these developments lying down. This week, in an effort to support book reviews, book editors, book pages, and book culture, the NBCC is launching a Campaign to Save Book Reviews. During the last week in April and throughout the month of May, the NBCC is asking authors and editors, journalists and publishers—and in fact anyone interested in literary culture—to speak out on the value of books and book reviewing.
The campaign’s launch pad is an effort to save the book review position at the Atlanta Journal-Constitution, held until last week by Teresa Weaver. Explains NBCC president John Freeman, “Teresa has the opportunity to apply for a job within the company, but it's not clear what the fate of the book page will be—whether it'll be reassigned to an existing editor, whether it will go entirely to wire copy, or whether it will be removed altogether.” A petition to save Weaver’s job has already secured nearly a thousand signatures, including those from luminaries as varied as Michael Connelly, Richard Powers, and Ian Rankin. Those interested in signing should go to http://www.petitiononline.com/atl2007/petition.html.
Throughout the campaign, Critical Mass, the NBCC’s blog, will feature Q&As, posts by concerned writers, and advice on petitioning the media to assure continued book coverage. Current posts include a lengthy Q&A with David L. Ulin, editor of the Los Angeles Times Book Review. Check out http://bookcriticscircle.blogspot.com/ to join in our efforts and to track developments in this ongoing and important campaign.
The National Book Critics Circle, founded in 1974, is a nonprofit, tax-exempt organization consisting of nearly 700 active book reviewers nationwide who are interested in honoring quality writing and communicating with one another about common concerns. It is managed by a 24-member all-volunteer board of directors. For more information, please go to www.bookcritics.org.
For questions, contact Barbara Hoffert, hoffer@reedbusiness.com or 646-746-6806.
Thursday, April 19, 2007
Competition for your book promotion efforts.
A mass murderer with a gun in each hand, aiming at the camera lens. A latter-day Marilyn Monroe, striking a variety of provocative poses, sometimes with her handsome young son by her side. Flooded roads, washed-away vehicles, and submerged houses.
These are the images the media is bombarding us with, and this is what the media considers newsworthy.
Well, okay.
But, to authors and publishers, Virginia Tech, Anna Nicole, and catastrophic weather events aren't only something to think about. They're also competition for the media's attention.
Can book promotion go on, as usual, when there's a mass murder at a college, and everyone in the country is seeking answers? Is book publicity to be thought of -- unless you're the half-sister of Anna Nicole with a book of your own -- when it takes an endless number of weeks to work out the parentage and custody arrangements of a deceased pseudo-celebrity's baby? Is your book publicist even supposed to be calling newsrooms around the country when people in multiple, far-flung states have been seeking shelter from devastating floods and are trying to figure out where they'll be living once the water recedes?
Bad news events aren't only riveting. They're also all-consuming happenings that can derail our plans for book promotion.
But you know something? If our book promotion plans have to put on hold, we can still consider ourselves fortunate if our loved ones were not involved in trauma or tabloid stories, and if our family and friends' psyches and homes are intact on this April day.
Book promotion is important. But it ain't everything, says the realistic book publicist.
These are the images the media is bombarding us with, and this is what the media considers newsworthy.
Well, okay.
But, to authors and publishers, Virginia Tech, Anna Nicole, and catastrophic weather events aren't only something to think about. They're also competition for the media's attention.
Can book promotion go on, as usual, when there's a mass murder at a college, and everyone in the country is seeking answers? Is book publicity to be thought of -- unless you're the half-sister of Anna Nicole with a book of your own -- when it takes an endless number of weeks to work out the parentage and custody arrangements of a deceased pseudo-celebrity's baby? Is your book publicist even supposed to be calling newsrooms around the country when people in multiple, far-flung states have been seeking shelter from devastating floods and are trying to figure out where they'll be living once the water recedes?
Bad news events aren't only riveting. They're also all-consuming happenings that can derail our plans for book promotion.
But you know something? If our book promotion plans have to put on hold, we can still consider ourselves fortunate if our loved ones were not involved in trauma or tabloid stories, and if our family and friends' psyches and homes are intact on this April day.
Book promotion is important. But it ain't everything, says the realistic book publicist.
Tuesday, April 17, 2007
The Aftermath of the Virginia Tech Massacre
Yesterday, I was in the middle of sending emailing a client's article to weekly newspapers when the first reports of the Virginia Tech Massacre came across the wire. It didn't immediately hit me, but within a few minutes, I realized that book promotion efforts put forth that day would be a waste of time and energy.
My mind wasn't on book promotion. My mind was on what was going on in a school community, and what it meant. My mind was on the students and teachers who were involved, and on their family members, and on their friends. My mind was all over the place, but it wasn't on book promotion.
The media's attention, I knew, wouldn't be on book promotion, either.
In times of national angst, we do a lot of things. We cry, we struggle to understand, and we beg whatever higher powers to whom we subscribe to take it all back. We bargain, we become furious, we argue, and finally -- I hope -- we come to some sort of resolution. We do a lot of things in times like these, but book promotion isn't one of those things. Nor should it be.
My mind wasn't on book promotion. My mind was on what was going on in a school community, and what it meant. My mind was on the students and teachers who were involved, and on their family members, and on their friends. My mind was all over the place, but it wasn't on book promotion.
The media's attention, I knew, wouldn't be on book promotion, either.
In times of national angst, we do a lot of things. We cry, we struggle to understand, and we beg whatever higher powers to whom we subscribe to take it all back. We bargain, we become furious, we argue, and finally -- I hope -- we come to some sort of resolution. We do a lot of things in times like these, but book promotion isn't one of those things. Nor should it be.
Thursday, April 12, 2007
There's One Less Book Promotion Venue.
As you've heard by now, Don Imus's radio show is no more. Wow.
Shows come and shows go, and part of a book publicist's job is keeping up with those changes. But this book publicist wishes that radio shows wouldn't leave the airwaves for reasons like this.
There's no excuse for the words Don Imus uttered, and there's no excuse for his failure to convince us that he was seriously sorry.
Well, guess what? He's sorry now.
But, then again, every author who's in the middle of a book promotion campaign should also be sorry that we've lost one more book publicity venue.
Ouch.
Shows come and shows go, and part of a book publicist's job is keeping up with those changes. But this book publicist wishes that radio shows wouldn't leave the airwaves for reasons like this.
There's no excuse for the words Don Imus uttered, and there's no excuse for his failure to convince us that he was seriously sorry.
Well, guess what? He's sorry now.
But, then again, every author who's in the middle of a book promotion campaign should also be sorry that we've lost one more book publicity venue.
Ouch.
Monday, April 09, 2007
Racism: The Newest Self-Promotion Techique?
By now, you've undoubtedly heard that Don Imus has apologized for a racist remark he uttered on the national radio airwaves. It strikes me that this is the first time I've heard people discussing Don Imus in a long, long time.
How many people were talking about Mel Gibson's movie before his drunk driving arrest -- an incident that didn't kill anyone, fortunately, but that revealed (in case we needed further confirmation) Gibson's uncharitable feelings toward Jews? And how many people even remembered Michael Richards except when they were watching "Seinfeld" reruns until his crazy, racist rant in a nightclub?
As a book publicist, I wonder whether these (and other) celebrities are somehow being incented to make hateful, social unacceptable remarks in public. Don Imus, Mel Gibson, and even Michael Richards stand to make a whole lot more money when people are talking about them.
Would the same tactic work for an author who's embarking on a book promotion campaign? Could saying things you know others don't want to hear be your ticket to having the book promotion ride of a lifetime?
Maybe, but I'd say this to any author who's even thinking of traversing that path: count me out. I won't participate in that brand of promotion, and I won't be a part of spreading bad karma. And, thankfully, I don't know of any book publicists who would.
How many people were talking about Mel Gibson's movie before his drunk driving arrest -- an incident that didn't kill anyone, fortunately, but that revealed (in case we needed further confirmation) Gibson's uncharitable feelings toward Jews? And how many people even remembered Michael Richards except when they were watching "Seinfeld" reruns until his crazy, racist rant in a nightclub?
As a book publicist, I wonder whether these (and other) celebrities are somehow being incented to make hateful, social unacceptable remarks in public. Don Imus, Mel Gibson, and even Michael Richards stand to make a whole lot more money when people are talking about them.
Would the same tactic work for an author who's embarking on a book promotion campaign? Could saying things you know others don't want to hear be your ticket to having the book promotion ride of a lifetime?
Maybe, but I'd say this to any author who's even thinking of traversing that path: count me out. I won't participate in that brand of promotion, and I won't be a part of spreading bad karma. And, thankfully, I don't know of any book publicists who would.
Wednesday, March 28, 2007
Plagiarism in Book Promotion?
In the old days -- well, up until this morning -- the big question about book promotion was: is it better to receive a mediocre (or even a hostile) reception from media outlets than to receive no book promotion opportunities at all. I could argue both sides of that question, and I often have entered into such a debate. (Although, admittedly, as a book publicist I am biased in favor of the "any book publicity is good publicity" side of the argument.)
But this morning I read a strange story in The Book Standard titled: 'NY Times' Regrets Publishing Book Essay that made me realize there's a new issue. Is it better to have a self-promotional essay published with your byline in one of the nation's top daily newspapers and be accused of plagiarism, or is it better to refrain from having that self-promotional essay not published at all?
The book promotion world is full of oddities, but this story is one of the strange tales I've read about lately. So, if your self-promotional article or essay has failed to capture the attention of a major media outlet such as the New York Times, perhaps it's a blessing in disguise. Who knows?
But this morning I read a strange story in The Book Standard titled: 'NY Times' Regrets Publishing Book Essay that made me realize there's a new issue. Is it better to have a self-promotional essay published with your byline in one of the nation's top daily newspapers and be accused of plagiarism, or is it better to refrain from having that self-promotional essay not published at all?
The book promotion world is full of oddities, but this story is one of the strange tales I've read about lately. So, if your self-promotional article or essay has failed to capture the attention of a major media outlet such as the New York Times, perhaps it's a blessing in disguise. Who knows?
Tuesday, March 27, 2007
And the winner is...
On tomorrow's show, Oprah will reveal the newest book she's chosen for her book club and the recipient of all those automatic Oprah's book club sales. And the winner is....
I have no idea, but I hope it's an author who's talented and hungry and worthy of the book promotion opportunity that making Oprah's book club always confers.
If you need any additional incentive to tape Oprah tomorrow, note that Sidney Poitier -- author of Oprah's last book club pick, The Measure of a Man: A Spiritual Autobiography will be a guest on her show. Of course, Mr. Poitier doesn't need the book promotion opportunity, but I'll never turn down the chance to see him perform -- even if it's only as a guest on a talk show.
Will the new book club pick be a classic? A hidden gem?
What will it be?
This is better than the Osars, the Emmys, the Tonys, and the Grammys, combined.
And the envelope please....
I have no idea, but I hope it's an author who's talented and hungry and worthy of the book promotion opportunity that making Oprah's book club always confers.
If you need any additional incentive to tape Oprah tomorrow, note that Sidney Poitier -- author of Oprah's last book club pick, The Measure of a Man: A Spiritual Autobiography will be a guest on her show. Of course, Mr. Poitier doesn't need the book promotion opportunity, but I'll never turn down the chance to see him perform -- even if it's only as a guest on a talk show.
Will the new book club pick be a classic? A hidden gem?
What will it be?
This is better than the Osars, the Emmys, the Tonys, and the Grammys, combined.
And the envelope please....
Monday, March 26, 2007
Book Marketing Article
This article isn't necessarily about book promotion, but it is about marketing. It's by Dan Tudor who has learned how to market and sell ebooks, and who shares his wisdom here.
There's no marketer like the type of marketer who plants marketing seeds in a project as it's being developed. And there is no self-promoting, PR savvy author like an author who plants news hooks into manuscripts as they're being drafted -- and sets the stage for a successful book promotion campaign even before the manuscript goes to the printer.
Kudos to Dan Tudor for a thought-provoking article. There's information we can use for book promotion or for selling our books...even before we finish writing them!
There's no marketer like the type of marketer who plants marketing seeds in a project as it's being developed. And there is no self-promoting, PR savvy author like an author who plants news hooks into manuscripts as they're being drafted -- and sets the stage for a successful book promotion campaign even before the manuscript goes to the printer.
Kudos to Dan Tudor for a thought-provoking article. There's information we can use for book promotion or for selling our books...even before we finish writing them!
Tuesday, March 13, 2007
King of book promotion
He breathes. Therefore, he enjoys publicity for his latest book.
If everyone in the world were Stephen King, then launching a book promotion campaign would be a question of announcing a new project, and the media would flock to cover the story. If you've been hiding out in a cave, you may have missed the fact that Stephen King -- in conjunction with Marvel Entertainment -- has turned is Dark Tower work into a comic book.
Book promotion opportunity? Well, this is Stephen King we're talking about. I'm not into comic books in general, and I'm not a Dark Tower fan specifically, but even I've stumbled upon the news of King's foray into the comic book world about 4,698 times since yesterday morning. Here's just one the articles about it that you'll find online.
Apart from the Dark Tower series, and one or two or three or four of King's more recent work, I am a huge fan of Stephen King. And I certainly don't begrudge him the media's adulation or the book promotion opportunities that come his way. He deserves those book opportunities. He's always trying new artforms, and that's cool. I respected him when he brought back serial book reading with "The Green Mile," and when he stuck a toe into ebook publishing with -- was that project called "The Plant?" Something like that.
King takes risks, and that's always worth the media's time and attention. I only wish that, when struggling authors took similar risks, they were granted the same visibility and accolades for trying out new artforms and interesting business models.
Way to go, King, for celebrating the release of your comic book with all the book promotion that talent and fame and hard work can buy. For the rest of us ... well, back to pitching the media, one day at a time.
If everyone in the world were Stephen King, then launching a book promotion campaign would be a question of announcing a new project, and the media would flock to cover the story. If you've been hiding out in a cave, you may have missed the fact that Stephen King -- in conjunction with Marvel Entertainment -- has turned is Dark Tower work into a comic book.
Book promotion opportunity? Well, this is Stephen King we're talking about. I'm not into comic books in general, and I'm not a Dark Tower fan specifically, but even I've stumbled upon the news of King's foray into the comic book world about 4,698 times since yesterday morning. Here's just one the articles about it that you'll find online.
Apart from the Dark Tower series, and one or two or three or four of King's more recent work, I am a huge fan of Stephen King. And I certainly don't begrudge him the media's adulation or the book promotion opportunities that come his way. He deserves those book opportunities. He's always trying new artforms, and that's cool. I respected him when he brought back serial book reading with "The Green Mile," and when he stuck a toe into ebook publishing with -- was that project called "The Plant?" Something like that.
King takes risks, and that's always worth the media's time and attention. I only wish that, when struggling authors took similar risks, they were granted the same visibility and accolades for trying out new artforms and interesting business models.
Way to go, King, for celebrating the release of your comic book with all the book promotion that talent and fame and hard work can buy. For the rest of us ... well, back to pitching the media, one day at a time.
Monday, March 12, 2007
Shortsighted governor slashes books budget
Book promotion presumes that all readers -- sighted and vision-impaired -- will have access to books. But if the governor of Massachusetts has his way, several "talking books" programs in the state will be downsized as a way of economizing. As Boston Herald columnist Peter Gelzinis points out in his column today, it can cost twenty-five dollars to buy a book on CD. Therefore, many vision-impaired people depend on free audio books, newspapers, and magazines.
With an overall budget of $26.7 billion budget, does Massachusetts really want to lessen its citizens' access to reading materials just to save a couple hundred thousand dollars?
From his office, Massachusetts' governor Deval Patrick practically can walk to Harvard University, MIT, Tufts, and so many other institutions of higher learning. You can't walk down a Cambridge, Massaschusetts street on any average afternoon without bumping into at least a few authors. Sure, all those authors dream about fabulous distribution and wonderful book promotion campaigns, and publishers, distributors, and book publicists can help them with all of that.
But will their books be available for everybody? If Governor Patrick has his way, perhaps not for much longer.
With an overall budget of $26.7 billion budget, does Massachusetts really want to lessen its citizens' access to reading materials just to save a couple hundred thousand dollars?
From his office, Massachusetts' governor Deval Patrick practically can walk to Harvard University, MIT, Tufts, and so many other institutions of higher learning. You can't walk down a Cambridge, Massaschusetts street on any average afternoon without bumping into at least a few authors. Sure, all those authors dream about fabulous distribution and wonderful book promotion campaigns, and publishers, distributors, and book publicists can help them with all of that.
But will their books be available for everybody? If Governor Patrick has his way, perhaps not for much longer.
Friday, March 09, 2007
Book promotion opportunities are enhanced by death.
Book promotion opportunities are enhanced by death. Sounds grim, doesn't it? I guess that's the reason why I don't promote comic books.
Apparently, Captain America is dead. Woe is he. But happy is Marvel, the publisher of the Captain America comic books. Apparently, fans are flocking to the stands to buy volume #25, which is the issue in which the superhero -- or the almost-superhero, if I'm reading the news reports correctly -- meets his maker.
Can anyone doubt that Captain America will be back in some form or another, and that rumors of his death were greatly exploited in the middle to promote the comic book? Well, don't ask this book publicist. She hasn't been a fan of comics since Richie Rich in the seventies, but that may be a bit too much information for you. :)
Just know that, if you do something truly shocking -- such as kill off a main character who is beloved by legions of readers -- then book promotion opportunities will surely come. It's book publicity through murder, which can be seen as a guerilla marketing tactic. Get it? Guerilla warfare? Never mind.
Okay, it's Friday, and I'm punchy. Time to get to work on my latest book promotion campaigns, and then call it a weekend.
Apparently, Captain America is dead. Woe is he. But happy is Marvel, the publisher of the Captain America comic books. Apparently, fans are flocking to the stands to buy volume #25, which is the issue in which the superhero -- or the almost-superhero, if I'm reading the news reports correctly -- meets his maker.
Can anyone doubt that Captain America will be back in some form or another, and that rumors of his death were greatly exploited in the middle to promote the comic book? Well, don't ask this book publicist. She hasn't been a fan of comics since Richie Rich in the seventies, but that may be a bit too much information for you. :)
Just know that, if you do something truly shocking -- such as kill off a main character who is beloved by legions of readers -- then book promotion opportunities will surely come. It's book publicity through murder, which can be seen as a guerilla marketing tactic. Get it? Guerilla warfare? Never mind.
Okay, it's Friday, and I'm punchy. Time to get to work on my latest book promotion campaigns, and then call it a weekend.
Thursday, March 08, 2007
What's tougher than book promotion?
What's tougher than book promotion? In my humble opinion, it's working on the production side of things. I just read in this MSNBC article that Katie Couric's evening news producer was fired because of low ratings.
Yes, I know everyone wants to grow up to be a TV producer. (I did, and so did about 75% of my classmates in Emerson College's mass communication department, back in the 1980's.) But imagine the stress of knowing that your job is in jeopardy every second of every day because of low ratings, changes in format, morphing management, and show cancellations?
And think about this: every time there's a change in personnel at a TV station or a radio station, book publicists must know about it. Book publicists can't only buy media lists and then happily embark upon yet another book promotion campaign. Book publicists have to keep up with changes -- not only at television and radio stations, but at newspapers, magazines, and Web sites, too -- as they happen.
I find it amusing that many authors believe that good publicists have good friends in the media. Well, that would be key if good friends in the media had good jobs in the media from week to week, and from month to month.
The truth is that good publicists are those who know how to make friends with new producers and editors and writers and hosts who are hired to replace departing producers and editors and writers and hosts -- every minute of every day, every week of the year, every year of every book promotion campaign that you launch.
Welcome to my world.
Yes, I know everyone wants to grow up to be a TV producer. (I did, and so did about 75% of my classmates in Emerson College's mass communication department, back in the 1980's.) But imagine the stress of knowing that your job is in jeopardy every second of every day because of low ratings, changes in format, morphing management, and show cancellations?
And think about this: every time there's a change in personnel at a TV station or a radio station, book publicists must know about it. Book publicists can't only buy media lists and then happily embark upon yet another book promotion campaign. Book publicists have to keep up with changes -- not only at television and radio stations, but at newspapers, magazines, and Web sites, too -- as they happen.
I find it amusing that many authors believe that good publicists have good friends in the media. Well, that would be key if good friends in the media had good jobs in the media from week to week, and from month to month.
The truth is that good publicists are those who know how to make friends with new producers and editors and writers and hosts who are hired to replace departing producers and editors and writers and hosts -- every minute of every day, every week of the year, every year of every book promotion campaign that you launch.
Welcome to my world.
Wednesday, March 07, 2007
When book publicists can't win.
I've always taken the position that book publicists can have private opinions, but not public ones. (Which makes it sort of strange that I blog, but I digress.) I tell anyone who will listen that the authors I represent do not necessarily share my opinions, nor do I share theirs. Even so, journalists and producers sometimes reacts negatively to a particular pitch. For example, I recently promoted a book that was endorsed by Rudy Giuliani, and a reporter who was categorically not a Rudy Giuliani fan sent me a furious, "never contact me again under any circumnstances, you horrible Rudy Giuliani supporter!" email.
Well, okay.
So now I'm beginning a book promotion camaign for a book which has a claim to controversy that is a lot stronger than who endorses it. This book is about one of those big topics that people have fought and died for, and even committed homicide over. That's the type of book that will cause tempers to flare, and could be at the center of a very rocky book promotion campaign.
I, therefore, sent out a mass email with the disclaimer that the author's opinion did not necessarily reflect my own. And wouldn't you know it: an editor at one of the top daily mewspapers in the country fired me back an email accusing me of -- well, in short, of being a weenie.
Well, okay.
This is not the start I was hoping for to this book promotion campaign. But I still have hopes that the book promotion campaign will go well, and that the author's voice will be heard, and that he or she sells some books as a result of the book promotion campaign.
Are we having fun yet?
Well, okay.
So now I'm beginning a book promotion camaign for a book which has a claim to controversy that is a lot stronger than who endorses it. This book is about one of those big topics that people have fought and died for, and even committed homicide over. That's the type of book that will cause tempers to flare, and could be at the center of a very rocky book promotion campaign.
I, therefore, sent out a mass email with the disclaimer that the author's opinion did not necessarily reflect my own. And wouldn't you know it: an editor at one of the top daily mewspapers in the country fired me back an email accusing me of -- well, in short, of being a weenie.
Well, okay.
This is not the start I was hoping for to this book promotion campaign. But I still have hopes that the book promotion campaign will go well, and that the author's voice will be heard, and that he or she sells some books as a result of the book promotion campaign.
Are we having fun yet?
Tuesday, March 06, 2007
The type of book promotion story that isn't.
When I discuss book promotion, I'm talking about working with authors, and sometimes publishers, to disseminate messages to the media. I'm talking about the reward for writing, and publishing, a book. Book promotion is supposed to be fun and creative, and it's supposed to be the payoff you receive for all your hard work. It's supposed to be a time when you're treated as the expert you are, and afforded the respect you deserve.
So I don't want to hear about book promotion ripoffs. I don't want to hear about book promotion campaigns that aren't. I don't want to hear about book promotion coaches who don't. I don't want to hear about authors who experience a nightmare with someone who calls him- or herself a book publicist.
I don't want that.
But I sometimes do hear book promotion nightmares, like this one. I don't know anymore about the situation than what the author tells us, and I don't know what the other party's position is. Perhaps there are two sides to this story, as there are to most.
But I do know that I have a hard-and-fast rule: I will consider representing only authors whose work I feel connected to, and whose books will help my credibility. That means that all prospective clients must have a completed manuscript that I can see, and must have publication plans in place. I will never agree to represent a manuscript that's in process, or a manuscript that's making the rounds of publishers.
Book promotion campaigns work only when book publicists can get behind the book. That doesn't mean that book publicists agree with the messages in every book we promote. Sometimes, we strongly disagree with them. But book publicists agree to make the authors' case during book promoton campaigns, and we agree to help find venues for the authors to give voice to their visions. Book promotion campaigns obviously cannot work when a book publicist has agreed to promote a book, sight unseen. And, even more obviously, a book promotion campaign cannot succeed when there is no published book to promote.
It's not tough these days to publish a book. It requires doing your homework to find the best publication method, and then moving forward with the information you've gleaned from books on publishing and self publishing.
And it's also not tough these days to have a successful book promotion campaign. Again, it requires doing your homework to find a book promotion specialist who is excited about representing your book and you. It means checking references. It means choosing a book publicist based on the rapport you develop with that individual.
Book promotion campaigns require an investment, and I urge potential clients to stay within their comfort zones financially whether they hire my book promotion firm or another. Book publicity is a crapshoot. You never know what book promotion opportunities you'll garner when you embark on a book promotion campaign and, presuming you garner a great number of media opportunities, you never know how well those media opportunities will translate into book sales.
Yes, book promotion is expensive, and yes, book promotion is a risk. But book promotion is supposed to be a fun gamble and an informed risk, and it's supposed to be your reward for all the hard work you've done as an author and, perhaps, as a publisher.
It is not supposed to be a nightmare, and it pains me to think that, in some cases, it can be.
So I don't want to hear about book promotion ripoffs. I don't want to hear about book promotion campaigns that aren't. I don't want to hear about book promotion coaches who don't. I don't want to hear about authors who experience a nightmare with someone who calls him- or herself a book publicist.
I don't want that.
But I sometimes do hear book promotion nightmares, like this one. I don't know anymore about the situation than what the author tells us, and I don't know what the other party's position is. Perhaps there are two sides to this story, as there are to most.
But I do know that I have a hard-and-fast rule: I will consider representing only authors whose work I feel connected to, and whose books will help my credibility. That means that all prospective clients must have a completed manuscript that I can see, and must have publication plans in place. I will never agree to represent a manuscript that's in process, or a manuscript that's making the rounds of publishers.
Book promotion campaigns work only when book publicists can get behind the book. That doesn't mean that book publicists agree with the messages in every book we promote. Sometimes, we strongly disagree with them. But book publicists agree to make the authors' case during book promoton campaigns, and we agree to help find venues for the authors to give voice to their visions. Book promotion campaigns obviously cannot work when a book publicist has agreed to promote a book, sight unseen. And, even more obviously, a book promotion campaign cannot succeed when there is no published book to promote.
It's not tough these days to publish a book. It requires doing your homework to find the best publication method, and then moving forward with the information you've gleaned from books on publishing and self publishing.
And it's also not tough these days to have a successful book promotion campaign. Again, it requires doing your homework to find a book promotion specialist who is excited about representing your book and you. It means checking references. It means choosing a book publicist based on the rapport you develop with that individual.
Book promotion campaigns require an investment, and I urge potential clients to stay within their comfort zones financially whether they hire my book promotion firm or another. Book publicity is a crapshoot. You never know what book promotion opportunities you'll garner when you embark on a book promotion campaign and, presuming you garner a great number of media opportunities, you never know how well those media opportunities will translate into book sales.
Yes, book promotion is expensive, and yes, book promotion is a risk. But book promotion is supposed to be a fun gamble and an informed risk, and it's supposed to be your reward for all the hard work you've done as an author and, perhaps, as a publisher.
It is not supposed to be a nightmare, and it pains me to think that, in some cases, it can be.
Monday, March 05, 2007
Book publishing exchange, including book promotion tips
I've just found a great place online for authors to exchange ideas, learn about book publicity, and discuss their questions with colleagues from around the world. It's an email group called TWLAuthorTalks (to subscribe, email: TWLAuthorTalks-subscribe@yahoogroups.com), and the moderator is Dorothy Thompson, author of the wonderful ebook on how to promote ebooks (I'm a proud owner of a copy), A Complete Guide to Promoting and Selling Your Self-Published eBook. You can find the book online at http://www.dorothythompson.homestead.com/books.html. Dorothy knows her stuff about all of the latest methods of book promotion. Don't believe me? Google her. You'll see her name everywhere, not because she's lucky, but because she puts a lot of time and energy into book publicity and self promotion -- and it's paying off for her.
I'm delighted to be a guest speaker on book promotion and book publicity this week at TWLAuthorTalks. Imagine being in such refined company...Dorothy's light is sure to shine on me, and I'm sure I'll learn at least as much as I share with her subscribers.
I'm delighted to be a guest speaker on book promotion and book publicity this week at TWLAuthorTalks. Imagine being in such refined company...Dorothy's light is sure to shine on me, and I'm sure I'll learn at least as much as I share with her subscribers.
Sunday, March 04, 2007
Every book publicity campaign begins with...
It's Sunday, and what does this book publicist find herself doing? Reading two books. Are they two books that this book publicist bought "for the beach" or because they were on her reading list or because they're in the news or to "improve her mind?"
Nope. They're books she's going to promote.
Which brings me back to my point. Every book publicity campaign begins with reading the book. To create a media kit that will get a book promotion campaign off to a healthy start, you have to know the big messages in the book and be able to turn them into media hooks now, or when breaking news invites a tie into the big messages.
For example, let's say your book is a novel whose main character with a quirk that's mentioned a few times in the book -- she eats bananas day and night. The bananas-eating represents .00009 of the plot, but still, it's in the book. Then there's a real-life news story about how eating 12 servings of bananas a day can extend your lifespan by 5 years. What a great media hook, and what a great way to make your book publicity campaign soar! But you'll only be able to make the connection if you've read the book from cover to cover -- if, in effect, you know your bananas.
So, with two book publicity campaigns starting, I am reading both books now. I'm eager to be impressed, educated, and inspired to launch two successful book promotion campaigns.
And, even if you're not a book promotion specialist -- even if you're an author or a publisher who's conducting a do-it-yourself book publicity campaign -- I'd urge you to spend some time today reading the book that you're promoting. Look for media hooks that you can immediately tie into breaking news stories. Find some gems that people will want to know about, now, and you'll give new life to your book publicity campaign tomorrow.
Nope. They're books she's going to promote.
Which brings me back to my point. Every book publicity campaign begins with reading the book. To create a media kit that will get a book promotion campaign off to a healthy start, you have to know the big messages in the book and be able to turn them into media hooks now, or when breaking news invites a tie into the big messages.
For example, let's say your book is a novel whose main character with a quirk that's mentioned a few times in the book -- she eats bananas day and night. The bananas-eating represents .00009 of the plot, but still, it's in the book. Then there's a real-life news story about how eating 12 servings of bananas a day can extend your lifespan by 5 years. What a great media hook, and what a great way to make your book publicity campaign soar! But you'll only be able to make the connection if you've read the book from cover to cover -- if, in effect, you know your bananas.
So, with two book publicity campaigns starting, I am reading both books now. I'm eager to be impressed, educated, and inspired to launch two successful book promotion campaigns.
And, even if you're not a book promotion specialist -- even if you're an author or a publisher who's conducting a do-it-yourself book publicity campaign -- I'd urge you to spend some time today reading the book that you're promoting. Look for media hooks that you can immediately tie into breaking news stories. Find some gems that people will want to know about, now, and you'll give new life to your book publicity campaign tomorrow.
Saturday, March 03, 2007
Book promotion or pizza plugging?
As a book publicist who loves homemade pizza -- don't even get me started on how much I love to bake sourdough, whole wheat, flaxseed-encrusted pizza crusts with all-vegetable toppings, because it would truly scare you -- I am mulling over Pizza Hut’s Book It program. Pizza Hut is giving kids who read books free pizzas to promote ... well, either to promote pizza, or to promote books.
The cynic in me says that Pizza Hut is more interested in Pizza Hut promotion than in book promotion, but that's just the cynic in me.
The pizza lover in me has this to say.
Pizza Hut, I'm sure your corporate heart is in the right place. But do me a favor, please. Let kids discover books. They will. Trust me.
Let them fall in love with reading. Then, once we have them reading ... you can sell them all the pizza you want. Deal?
Let's get our priorities in order. And let's try to let food be food ... and let kids just be kids.
The cynic in me says that Pizza Hut is more interested in Pizza Hut promotion than in book promotion, but that's just the cynic in me.
The pizza lover in me has this to say.
Pizza Hut, I'm sure your corporate heart is in the right place. But do me a favor, please. Let kids discover books. They will. Trust me.
Let them fall in love with reading. Then, once we have them reading ... you can sell them all the pizza you want. Deal?
Let's get our priorities in order. And let's try to let food be food ... and let kids just be kids.
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