Most of us who work with books choose the field because we love books. Yet, once in, it's rare that we read books solely for pleasure. It's not that we don't enjoy the books, but more, we can't quite turn off the book making machine.
A book publicist is completely vexed by the dilemma. Each time Mr. Obie Joe finishes a book, we hit the web to see what kind of book promotion this book got.
Two excellent starting points are the author's web site and/or blog, and the Amazon page. From there, search via google or LexisNexis their media coverage. Then check out technorati and others for blog mentions. And don't forget any presence on social networks like MySpace, and a big fav with writers, Gather.
I know there are writers who cringe at the relentless tasks that can be associated with online presence, and to them, Mr. Obie Joe advises to stick with a decent web site that has a lot of timeless info. points like: discussion guides; Author Q&A; PDF of press kit, and calendar.
Saturday, December 29, 2007
Thursday, December 27, 2007
Like gold paper
There are many tools of necessity for book publicists as they begin to publicize a book and author. Some are essential: a willing author, cash for the tour; an angle for media pitches, press kits, among others.
Mr. Obie Joe is also of the opinion that books, yeah, the actual BOOK, would be of help to a book publicist. If we have a book, we can send it to a bookstore on the fence about a booking, or send it to a media source we're cultivating, and so on.
Yet given the trouble many publishers give book publicists on securing adequate numbers of either the ARC or the finished book makes Mr. Obie Joe wonder if these books are made of gold. Granted, publishers are leery of feeding Amazon's used book sales, but caution has overridden reason. Recently we had to make our own Xerox version of an ARC because the ARCs had been used by "senior management."
Give your book publicist the ARCs they need, or you can bet that book's worth will soon be worth just pulp.
Mr. Obie Joe is also of the opinion that books, yeah, the actual BOOK, would be of help to a book publicist. If we have a book, we can send it to a bookstore on the fence about a booking, or send it to a media source we're cultivating, and so on.
Yet given the trouble many publishers give book publicists on securing adequate numbers of either the ARC or the finished book makes Mr. Obie Joe wonder if these books are made of gold. Granted, publishers are leery of feeding Amazon's used book sales, but caution has overridden reason. Recently we had to make our own Xerox version of an ARC because the ARCs had been used by "senior management."
Give your book publicist the ARCs they need, or you can bet that book's worth will soon be worth just pulp.
Saturday, December 22, 2007
Blog hunting
One of Mr. Obie Joe's favorite features of Google Alerts is the blog section. After the news stories on a particular topic, there is a listing of blogs commenting on the same. Many of the blogs are worthwhile -- meaning the writers are real, and not phishers.
Plus, many of the blogs are ones not easily found through technorati and other engines, so that's another reason why Google Alerts, e-mailed daily, are a great resource for putting together your own blog book tour.
Plus, many of the blogs are ones not easily found through technorati and other engines, so that's another reason why Google Alerts, e-mailed daily, are a great resource for putting together your own blog book tour.
Wednesday, December 5, 2007
Handheld book design
Recent talk about Kindle as another entry in the electronic book reader category has given occasion for Mr. Obie Joe's thoughts on the perfect e-reader:
• Include book design as an essential element. Cover design is important, but the flow of the book is granted by the book design. Kindle delivers every book in the same font and point size. C'mon. The technology can't be that much of a jump up to include a variety of fonts, spacing, and point sizes.
• The e-book currently under development by the Library of Congress for their sight and mobility-impaired readers places an emphasis on lighting and sound. Any e-reader should have a variety of sound functions. I know Sony's Reader has it, but not as flavored as preferred.
• Cut out the nonsense with the proprietary approach. Sony has placed a 60-day expiration date on their books; other e-readers have similar "rent-to-not-own" features. One of the reasons iPod took off so surely and quickly as it did came from the merging of content with hardware. Wouldn't it be great if a publisher like HarperCollins (surely a publisher on the forefront of digitalizing its books) collaborated with a tech company to design their own ereader?
• For the existing ereaders, Mr. Obie Joe wonders if celebrity editions might move things along. Just as celebrities boosted sneaker sales, make a Stephen King ereader (black, optional scream button, extra lights for reading in the dark), or a Jayne Ann Krentz edition (purple, curvy, capable of storing way more text than the average ereader), or even an Ian McEwan edition (emphasis on the high tech look, small text).
• Libraries will soon rent out ereaders from the Library of Congress' disability program. Those companies with ereaders looking for their audience would be wise to donate hundreds to libraries for regular readers to take for a turn.
• Include book design as an essential element. Cover design is important, but the flow of the book is granted by the book design. Kindle delivers every book in the same font and point size. C'mon. The technology can't be that much of a jump up to include a variety of fonts, spacing, and point sizes.
• The e-book currently under development by the Library of Congress for their sight and mobility-impaired readers places an emphasis on lighting and sound. Any e-reader should have a variety of sound functions. I know Sony's Reader has it, but not as flavored as preferred.
• Cut out the nonsense with the proprietary approach. Sony has placed a 60-day expiration date on their books; other e-readers have similar "rent-to-not-own" features. One of the reasons iPod took off so surely and quickly as it did came from the merging of content with hardware. Wouldn't it be great if a publisher like HarperCollins (surely a publisher on the forefront of digitalizing its books) collaborated with a tech company to design their own ereader?
• For the existing ereaders, Mr. Obie Joe wonders if celebrity editions might move things along. Just as celebrities boosted sneaker sales, make a Stephen King ereader (black, optional scream button, extra lights for reading in the dark), or a Jayne Ann Krentz edition (purple, curvy, capable of storing way more text than the average ereader), or even an Ian McEwan edition (emphasis on the high tech look, small text).
• Libraries will soon rent out ereaders from the Library of Congress' disability program. Those companies with ereaders looking for their audience would be wise to donate hundreds to libraries for regular readers to take for a turn.
Sunday, December 2, 2007
Does promotion sell books?
The universe is made up of mathematical equations. We're all fascinated with the discoveries of formulas, that when followed, point to the desired result. (Which is odd, because most formulas point to more questions).
In book promotion tasks, many formulas abound:
Today Show appearance + PW starred review + "accidental" celebrity endorsement = bestseller.
Or:
Blog tour with lots of reviews, author interviews, and discussion + non-bookstore retail store placement = quirky, decent seller.
Or:
Get book in front of niche audience in variety of settings (media, shelf placement, online) at least 8 times.
In meetings with new clients, Mr. Obie Joe is often asked, "Well, can you guarantee we'll actually sell books if we do any promotion?" Resisting the impulse for the obvious answer -- well, I can guarantee no promotion will sell no books -- Mr. Obie Joe tries to focus on what matters. Which is, we're not always sure which technique gets what sale. Many times a person buys the book from something seen or heard weeks before.
Any book promotion technique seeds the ground for an eventual sale. Just as there are no guarantees, there are no shortcuts. Book promotion is a series of steps, one inspired by the one before.
We do know this: many books become hits by word of mouth, which is tough to quantify.
In book promotion tasks, many formulas abound:
Today Show appearance + PW starred review + "accidental" celebrity endorsement = bestseller.
Or:
Blog tour with lots of reviews, author interviews, and discussion + non-bookstore retail store placement = quirky, decent seller.
Or:
Get book in front of niche audience in variety of settings (media, shelf placement, online) at least 8 times.
In meetings with new clients, Mr. Obie Joe is often asked, "Well, can you guarantee we'll actually sell books if we do any promotion?" Resisting the impulse for the obvious answer -- well, I can guarantee no promotion will sell no books -- Mr. Obie Joe tries to focus on what matters. Which is, we're not always sure which technique gets what sale. Many times a person buys the book from something seen or heard weeks before.
Any book promotion technique seeds the ground for an eventual sale. Just as there are no guarantees, there are no shortcuts. Book promotion is a series of steps, one inspired by the one before.
We do know this: many books become hits by word of mouth, which is tough to quantify.
Tuesday, November 13, 2007
A self-publisher's mantra
Find your market before your first word.
In today's Wall Street Journal article -- online.wsj.com/article/SB119491241020490592.html?mod=yahoo_hs&ru=yahoo -- and cautionary tale about a self-publisher whose pain was oh so avoidable, Mr. Obie Joe wonders why so many authors avoid the obvious. As magical as the process of writing and reading the book can be, as well as the discovery of the same, at the beginning, the book is just a product. And like a can of pork & beans, an author/publisher has got to think about the market for the book.
While it's wonderful if all of our books cross genres and age groups like Harry Potter, truth is, most of us have to saturate our primary audience first before jumping to other markets.
For the guy profiled in the WSJ article, that meant a series of decisions before setting one word to spell-check:
• Who is most likely is going to be our reader?
• Since it is a book for women about issues in gynecology, what would be the best way to reach them: if not bookstores, how about doctor's offices, or women's health conferences?
• Research a distributor with sales reps familiar with the patient education market.
• What kind of media would respond to the book's content? Women's magazines would be a perfect fit, but without national credentials, an author might work with a national publicist before making the pitch.
• Give talks wherever you can find an audience to build your platform and name recognition.
• And, at the very least, put together an online presence before publication: for this book, Mr. Obie Joe would have recommended a web site offering advice, or discussion board for patient to patient contact.
As much as it pains for us to say it -- because price, book cover, and a great printing deal do matter -- the primary focus for small publishers has to be: who is your market, and where are they congregating?
In today's Wall Street Journal article -- online.wsj.com/article/SB119491241020490592.html?mod=yahoo_hs&ru=yahoo -- and cautionary tale about a self-publisher whose pain was oh so avoidable, Mr. Obie Joe wonders why so many authors avoid the obvious. As magical as the process of writing and reading the book can be, as well as the discovery of the same, at the beginning, the book is just a product. And like a can of pork & beans, an author/publisher has got to think about the market for the book.
While it's wonderful if all of our books cross genres and age groups like Harry Potter, truth is, most of us have to saturate our primary audience first before jumping to other markets.
For the guy profiled in the WSJ article, that meant a series of decisions before setting one word to spell-check:
• Who is most likely is going to be our reader?
• Since it is a book for women about issues in gynecology, what would be the best way to reach them: if not bookstores, how about doctor's offices, or women's health conferences?
• Research a distributor with sales reps familiar with the patient education market.
• What kind of media would respond to the book's content? Women's magazines would be a perfect fit, but without national credentials, an author might work with a national publicist before making the pitch.
• Give talks wherever you can find an audience to build your platform and name recognition.
• And, at the very least, put together an online presence before publication: for this book, Mr. Obie Joe would have recommended a web site offering advice, or discussion board for patient to patient contact.
As much as it pains for us to say it -- because price, book cover, and a great printing deal do matter -- the primary focus for small publishers has to be: who is your market, and where are they congregating?
Saturday, November 3, 2007
Get the Spice Girls deal
On Nov. 13, if you want to be the first to buy the comeback album of the Spice Girls (and c'mon there has to one or two of you out there), you'll stand in line at your local Victoria's Secret.
Talk about filtering to your niche audience.
The profitability of non-bookstore retail outlets have been a best-kept secret of many small and self publishers. Case in point: Robert T. Kiyosaki's book Rich Dad, Poor Dad sold its first couple million copies via seminars.
As an author, you know best which non-bookstore retail markets might suit your book. Before your book is printed, consult with your publisher on the mechanics of utilizing these outlets. Would their distribution system be amendable to these markets? How about their distributor? Could you buy a few thousand copies and find these markets yourself?
Maybe then your book will end in the perfect spot, just like the Spice Girls.
Talk about filtering to your niche audience.
The profitability of non-bookstore retail outlets have been a best-kept secret of many small and self publishers. Case in point: Robert T. Kiyosaki's book Rich Dad, Poor Dad sold its first couple million copies via seminars.
As an author, you know best which non-bookstore retail markets might suit your book. Before your book is printed, consult with your publisher on the mechanics of utilizing these outlets. Would their distribution system be amendable to these markets? How about their distributor? Could you buy a few thousand copies and find these markets yourself?
Maybe then your book will end in the perfect spot, just like the Spice Girls.
Wednesday, October 31, 2007
The 360 deal for 365
Madonna's recent decision to leave Time Warner for a non-record label leaves a lesson for authors. Madonna cashed a reported $120 million contract with tour promoters Live Nation. The deal includes albums, but interestingly, also folds in touring, merchandising, and licensing. (You know the eau de Madge fragrance is not far behind.)
Her deal is called a "360;" every aspect, every profit potential is handled by one company. Could be a record company, but more often, it's a company like Virgin or Live Nation, adept at accessing multiple streams of income.
While 360 deals are rare in the book world -- Dr. Seuss being one of exceptions -- authors would be wise to think of their books as the introduction to the 360 deal way of thinking. In the past, books could be parlayed into only a few things. Tenure at a university or appearances at conferences.
But what if authors thought of their books differently? Authors would develop fan bases, with a continual conversation. Or, communicate elements of their characters and plot; perhaps develop exclusive novellas in between full length books.
Art is the thing, sure but so is the expansion of the message in the art. Mr. Obie Joe is not advocating for t-shirts and cologne; rather, the expansion of imagination in how we regard our books to our business life.
Her deal is called a "360;" every aspect, every profit potential is handled by one company. Could be a record company, but more often, it's a company like Virgin or Live Nation, adept at accessing multiple streams of income.
While 360 deals are rare in the book world -- Dr. Seuss being one of exceptions -- authors would be wise to think of their books as the introduction to the 360 deal way of thinking. In the past, books could be parlayed into only a few things. Tenure at a university or appearances at conferences.
But what if authors thought of their books differently? Authors would develop fan bases, with a continual conversation. Or, communicate elements of their characters and plot; perhaps develop exclusive novellas in between full length books.
Art is the thing, sure but so is the expansion of the message in the art. Mr. Obie Joe is not advocating for t-shirts and cologne; rather, the expansion of imagination in how we regard our books to our business life.
Thursday, October 18, 2007
If you don't give, your fans won't take
No one loves your beautiful face more than your book fan.
Knopf, the publisher behind "Giving," the new book by former president Bill Clinton, spent beaucoups of money on advertising the new book. Clinton also received the best media outlets, appearing on all morning shows, Larry King, and Oprah.
First printing was 750,000.
A month after release, how many copies sold? According to Nielsen BookScan (estimated to include about 60-70% of book sales), just over 50,000 copies were sold.
What happened?
The importance of an author's involvement was underestimated. Though Clinton did an initial flurry of media events, when he left, the interest nose-dived.
"The same thing happened with my titles. When my authors are actively involved in the success of their book, they sell. When their involvement falls off, so do their book sales. Regardless of celebrity, we must make sure that we choose authors who are invested in the success of the book. A passive involvement will yield mediocre results most of the time," says Jay Brown of Freedom Publishing.
This seems to be an eternal lesson. Noted publicist Bella Stander details how Charles Dickens and Olaudah Equiano built their audiences, with an unrelenting commitment to cultivating audiences. www.readingunderthecovers.blogspot.com/
Knopf, the publisher behind "Giving," the new book by former president Bill Clinton, spent beaucoups of money on advertising the new book. Clinton also received the best media outlets, appearing on all morning shows, Larry King, and Oprah.
First printing was 750,000.
A month after release, how many copies sold? According to Nielsen BookScan (estimated to include about 60-70% of book sales), just over 50,000 copies were sold.
What happened?
The importance of an author's involvement was underestimated. Though Clinton did an initial flurry of media events, when he left, the interest nose-dived.
"The same thing happened with my titles. When my authors are actively involved in the success of their book, they sell. When their involvement falls off, so do their book sales. Regardless of celebrity, we must make sure that we choose authors who are invested in the success of the book. A passive involvement will yield mediocre results most of the time," says Jay Brown of Freedom Publishing.
This seems to be an eternal lesson. Noted publicist Bella Stander details how Charles Dickens and Olaudah Equiano built their audiences, with an unrelenting commitment to cultivating audiences. www.readingunderthecovers.blogspot.com/
Tuesday, October 16, 2007
Reading at redlights
Loved reading in USA Today of a fellow slack time reader (www.usatoday.com/sports/columnist/hiestand-tv/2007-10-14-bcs-television_N.htm). In between innings of a Red Sox game, Stephen King brought out the new book by Robert Harris, The Ghost. King wryly noted the advantage of longer commercial breaks, which doubled his page count.
As the parent of too many (but never enough) kids, Mr. Obie Joe is well familiar with the stolen bits of time for reading. Reading at red lights is a particular favorite because it lessens the stress of getting from Point A to Point B in rush hour. Nonfiction choices tend to work best in this setting; fiction cliffhangers might be more hazardous to a driver's attention.
Where do you catch your slack time reading? (Besides the bathroom).
As the parent of too many (but never enough) kids, Mr. Obie Joe is well familiar with the stolen bits of time for reading. Reading at red lights is a particular favorite because it lessens the stress of getting from Point A to Point B in rush hour. Nonfiction choices tend to work best in this setting; fiction cliffhangers might be more hazardous to a driver's attention.
Where do you catch your slack time reading? (Besides the bathroom).
Monday, October 15, 2007
A grammatical publicist
Us publicists are well aware that we probably make our author clients quake with the multiple ways we mangle the language in prose and voice.
Authors, we plead your patience with us wretched minds. Appreciate that we write to the common denominator, to the colloquialisms, the slang, the mixed up ways our culture communicates.
Each time Mr. Obie Joe must direct his team to write another proposal he is well aware of the gap of grammatical acumen between client and practitioner.
If you could, read for content. And set the red pen aside.
Authors, we plead your patience with us wretched minds. Appreciate that we write to the common denominator, to the colloquialisms, the slang, the mixed up ways our culture communicates.
Each time Mr. Obie Joe must direct his team to write another proposal he is well aware of the gap of grammatical acumen between client and practitioner.
If you could, read for content. And set the red pen aside.
Monday, October 8, 2007
Lottery ticket promotion
Our friend, J., published a nonfiction crime book. Because the book started to get decent local publicity, the publisher tells J. to go knocking on the bigtime publicity firms in NYC, and see what kind of national press her book could garner.
One firm she visits makes their firm's plans plain:
"For $5,000 we'll get you on The Today Show."
What about other media venues? Nope.
What if the Today booking does not happen? We still keep payment.
And there you have it: lottery ticket publicity. Where everything rides on one outlet. Authors are often derided for thinking only Oprah will make their book big, but Mr. Obie Joe is convinced there are many publicity firms who think the same.
Wouldn't it be better to count on The Today Show after seeding the ground with many other publicity methods: hometown newspaper, alumni magazine, radio and so on?
Think about how far $5,000 goes in that strategy? Best of all, betcha The Today Show will come calling -- for free.
One firm she visits makes their firm's plans plain:
"For $5,000 we'll get you on The Today Show."
What about other media venues? Nope.
What if the Today booking does not happen? We still keep payment.
And there you have it: lottery ticket publicity. Where everything rides on one outlet. Authors are often derided for thinking only Oprah will make their book big, but Mr. Obie Joe is convinced there are many publicity firms who think the same.
Wouldn't it be better to count on The Today Show after seeding the ground with many other publicity methods: hometown newspaper, alumni magazine, radio and so on?
Think about how far $5,000 goes in that strategy? Best of all, betcha The Today Show will come calling -- for free.
Sunday, October 7, 2007
Finding the worth of a book tour
Used to be, in music, you toured to support the album. Today it's the other way around: the album supports the tour. Most artists make their money on tour T-shirts, fragrances...anything that's about the aura of being a musician.
Many publishers question the worth of a book tour. We heard about one author, of a non-fiction title, who was almost prohibited from touring, even though he was more than willing to front the time and costs.
Perhaps publishers are forgetting to calculate other benefits beyond book sales, writes Lissa Warren (author of one of few essential guides to book publicity, The Savvy Author's Guide to Book Publicity). www.huffingtonpost.com/lissa-warren/have-book-will-travel_b_65547.html
Publishers can boost their odds by choosing bookstores that have some familiarity with audience recruitment:
• Event or Community Coordinator
• Regular production of newsletter available in store, and online
• Reading series
• Book clubs services
• List of media contacts for Author to chase
And though there are bookstores, remarkable ones at that, who do this, Mr. Obie Joe would prefer if the bookstore were to not charge a "booking fee."
Many publishers question the worth of a book tour. We heard about one author, of a non-fiction title, who was almost prohibited from touring, even though he was more than willing to front the time and costs.
Perhaps publishers are forgetting to calculate other benefits beyond book sales, writes Lissa Warren (author of one of few essential guides to book publicity, The Savvy Author's Guide to Book Publicity). www.huffingtonpost.com/lissa-warren/have-book-will-travel_b_65547.html
Publishers can boost their odds by choosing bookstores that have some familiarity with audience recruitment:
• Event or Community Coordinator
• Regular production of newsletter available in store, and online
• Reading series
• Book clubs services
• List of media contacts for Author to chase
And though there are bookstores, remarkable ones at that, who do this, Mr. Obie Joe would prefer if the bookstore were to not charge a "booking fee."
Thursday, October 4, 2007
The Friends and Family plan
Before cell phones, calling cards gave you the convenience of using other phones. As in, payphones. In the 80's, deregulation allowed many companies to offer you this privilege. Key among them was the "Friends and Family" plan from MCI, granting you reduced rates on calls to the ones you love.
A good book publicist will mention the Friends & Family aspect when putting together your publicity plan, usually for the task of gathering an audience for an event, or a one-time mailing. These contacts do make a difference. We worked with one author reluctant to do out of town appearances. Her hometown appearances were garnering 50-100 people a pop -- incredible turnouts for a first fiction author. Her affinity for sticking to just the Friends and Family plan was steadfast.
Yet too many authors are loathe to exploit these contacts, thinking they are bothering their Friends & Family with an invite to support the book. Mr. Obie Joe has to remind an author you're not pushing Tupperware; you're inviting someone to share one of the greatest joys in life: a story. There are many ways for a Friend or Family to participate: view your web site, attend an appearance, pass along news of the book to another Friend, or click onto the e-mail newsletter.
Who is a Friend or Family? Anyone who has met you. That may sound a bit much, but really, what is the harm in asking? That said, you might want to collate your group into separate niches. Family gets every notice of every activity. Work colleagues can get the launch notice, and then maybe an invite to your larger appearances. Friends exclusive to the book -- subjects, mentors, agent, editors, media -- should get the regular updates on everything, which can include appearance notices, blog update companies, links to reviews. And so on.
Just don't forget to see the benefits of Friends and Family.
A good book publicist will mention the Friends & Family aspect when putting together your publicity plan, usually for the task of gathering an audience for an event, or a one-time mailing. These contacts do make a difference. We worked with one author reluctant to do out of town appearances. Her hometown appearances were garnering 50-100 people a pop -- incredible turnouts for a first fiction author. Her affinity for sticking to just the Friends and Family plan was steadfast.
Yet too many authors are loathe to exploit these contacts, thinking they are bothering their Friends & Family with an invite to support the book. Mr. Obie Joe has to remind an author you're not pushing Tupperware; you're inviting someone to share one of the greatest joys in life: a story. There are many ways for a Friend or Family to participate: view your web site, attend an appearance, pass along news of the book to another Friend, or click onto the e-mail newsletter.
Who is a Friend or Family? Anyone who has met you. That may sound a bit much, but really, what is the harm in asking? That said, you might want to collate your group into separate niches. Family gets every notice of every activity. Work colleagues can get the launch notice, and then maybe an invite to your larger appearances. Friends exclusive to the book -- subjects, mentors, agent, editors, media -- should get the regular updates on everything, which can include appearance notices, blog update companies, links to reviews. And so on.
Just don't forget to see the benefits of Friends and Family.
Tuesday, October 2, 2007
Using narratives to sell t-shirts, bottled water, and oh yeah, books
During the ever-lucrative back-to-school shopping season, Mr. Obie Joe was greatly amused by the use of storylines to sell teen clothing. Particularly online. At JC Penney, there was "Flipped," featuring episodes of cool kids doing interesting things while wearing C7P clothes. Via the American Eagle's web site, you shop while watching "It's a Mall World," complete with character diaries and music videos.
"The goal is to alter the solitary nature of online shopping by building communities," noted Paul Miller, senior VP at Sears.
"If we're successful at entertaining them, then the brand loyalty and the emotional connection will follow," says Jani Strand of American Eagle.
Sure, selling your book is not as crass of a commercial decision as selling a t-shirt...except, why not use narrative to communication your book, your vision, your plans? Think about what the narrative is for you and your book. Even after all of her amazing success, J.K. Rowling's narrative of her as a single mother, desperately scribbling out the first pages of Harry Potter, remains powerful. Her story makes the appearance of Harry Potter all that more magical.
What IS your narrative? Even if you never place it online or in a speech, if you have it in your head, it makes your luck of selling your book all the more successful.
"The goal is to alter the solitary nature of online shopping by building communities," noted Paul Miller, senior VP at Sears.
"If we're successful at entertaining them, then the brand loyalty and the emotional connection will follow," says Jani Strand of American Eagle.
Sure, selling your book is not as crass of a commercial decision as selling a t-shirt...except, why not use narrative to communication your book, your vision, your plans? Think about what the narrative is for you and your book. Even after all of her amazing success, J.K. Rowling's narrative of her as a single mother, desperately scribbling out the first pages of Harry Potter, remains powerful. Her story makes the appearance of Harry Potter all that more magical.
What IS your narrative? Even if you never place it online or in a speech, if you have it in your head, it makes your luck of selling your book all the more successful.
Monday, October 1, 2007
A book publicist is like?
Book publicists are like wolverines.
Wolverines are known for having only two modes of locomotion. Stop. Or, ambush. Wolverines don't walk, they don't mosey. They are on full speed or not.
It's an image for Authors to consider when working with their publicist. By trade, publicists are busy people, with thousands of details, never done, swirling around. A publicist tends to give you her undivided attention or not at all. So, if a publicist has your book in full attention, thunder of Thor, keep the momentum going. Respond to every e-mail immediately, return ev every phone call, and do what she tells you to do.
If you delay in your response, you run the risk of setting your publicist on stop, or worse, on ambush for another client.
We publicists can be a distractible lot. Or at least the good ones are.
Wolverines are known for having only two modes of locomotion. Stop. Or, ambush. Wolverines don't walk, they don't mosey. They are on full speed or not.
It's an image for Authors to consider when working with their publicist. By trade, publicists are busy people, with thousands of details, never done, swirling around. A publicist tends to give you her undivided attention or not at all. So, if a publicist has your book in full attention, thunder of Thor, keep the momentum going. Respond to every e-mail immediately, return ev every phone call, and do what she tells you to do.
If you delay in your response, you run the risk of setting your publicist on stop, or worse, on ambush for another client.
We publicists can be a distractible lot. Or at least the good ones are.
Thursday, September 27, 2007
Blog disguised as a web site
If every author has to have a web site, does every author have to blog?
For some authors, blogging leaves a bad taste. They don't want the hassle, or expectation that they will write fresh copy almost daily during their publicity push.
But, really, this kind of author can embrace blogging, albeit differently. The goal to keep the content fresh. Web sites make it a bit tough for the author to do that, as the content updates frequently have to go through the webmaster, or the person hired to develop the site.
Mr. Obie Joe is a big fan of using a blog format for an author web site. An author can still be quiet, and update only every once in a while, but when he/she does, the post can be done by them with ease. For your web site, consider using a WordPress or blogspot format. Make sure to hire a developer to customize it, because you'll want some training, and best of all, a blog/website design that highlights you and your book graphically.
For some authors, blogging leaves a bad taste. They don't want the hassle, or expectation that they will write fresh copy almost daily during their publicity push.
But, really, this kind of author can embrace blogging, albeit differently. The goal to keep the content fresh. Web sites make it a bit tough for the author to do that, as the content updates frequently have to go through the webmaster, or the person hired to develop the site.
Mr. Obie Joe is a big fan of using a blog format for an author web site. An author can still be quiet, and update only every once in a while, but when he/she does, the post can be done by them with ease. For your web site, consider using a WordPress or blogspot format. Make sure to hire a developer to customize it, because you'll want some training, and best of all, a blog/website design that highlights you and your book graphically.
Wednesday, September 26, 2007
We'll drink to that!
Mr. Obie Joe is always interested in hearing about new venues for authors, especially one non-book-related, because that's when the conversations can get a bit interesting.
We just heard about a discussion series called "Drinking Liberally." Based on the democratic feel of a bar -- where everyone's an expert -- the series hosts events with authors to spark the conversation. Drinking Liberally includes film, author tours, and comedy tours, and began in 2003 by a group of frustrated liberals weighing to balance the conversation. There's at least one in every state. Check out www.drinkingliberally.org to see if your book can be a part of this.
As for Mr. Obie Joe, he'll take a neat sip of the Capt. Morgan.
We just heard about a discussion series called "Drinking Liberally." Based on the democratic feel of a bar -- where everyone's an expert -- the series hosts events with authors to spark the conversation. Drinking Liberally includes film, author tours, and comedy tours, and began in 2003 by a group of frustrated liberals weighing to balance the conversation. There's at least one in every state. Check out www.drinkingliberally.org to see if your book can be a part of this.
As for Mr. Obie Joe, he'll take a neat sip of the Capt. Morgan.
Finding your book's niche
While we all hope for mass market sales, sales from niche customers are also profitable. Paying attention to your book's niche builds your audience, provides for a nice, slow, steady stream of sales, and moves you closer to the possibility of mass market sales.
Where's your niche? Inside the topic. For non-fiction writers, that's an easy search. Let's try for a niche within a fiction title. Say your fiction title is about an Honda auto mechanic who fights demons at night. OK, you've got:
• first fiction
• horror
• auto mechanics -- even better, Honda maniacs
• mystery
You have the opportunity to build audiences within each one of those categories. Note each one might have their own rules and customs: Mystery fans try out new authors based on "authenticity" checks. Otherwise known peer reviews, or bookstore vouches. So get on the mystery blogs, and have fans post reviews of your book. Make sure independent bookstores, especially a mystery oriented one, get a handwritten letter from you asking for them to tell others about your book.
Niches are remarkably important because they are the filters that help readers sort through the bast amount of choice in entertainment. As Chris Anderson noted in "The Long Tail: "Rankings are most meaningful ˆwithinˆ such communities, not across them."
Where's your niche? Inside the topic. For non-fiction writers, that's an easy search. Let's try for a niche within a fiction title. Say your fiction title is about an Honda auto mechanic who fights demons at night. OK, you've got:
• first fiction
• horror
• auto mechanics -- even better, Honda maniacs
• mystery
You have the opportunity to build audiences within each one of those categories. Note each one might have their own rules and customs: Mystery fans try out new authors based on "authenticity" checks. Otherwise known peer reviews, or bookstore vouches. So get on the mystery blogs, and have fans post reviews of your book. Make sure independent bookstores, especially a mystery oriented one, get a handwritten letter from you asking for them to tell others about your book.
Niches are remarkably important because they are the filters that help readers sort through the bast amount of choice in entertainment. As Chris Anderson noted in "The Long Tail: "Rankings are most meaningful ˆwithinˆ such communities, not across them."
Monday, September 24, 2007
Rosie, reconsider
Mr. Obie Joe was mightily intrigued to hear Rosie O'Donnell's decision to remain quiet during the launch of her new book, a memoir of her childhood and her mother's death. She issued a statement for her preference to let the book speak for itself.
Her decision is not an anomaly among some authors, Salinger and Pynchon being the most extreme among them. However, with memoirs, the connection to the audience is a much more visceral one, and O'Donnell should see the worth of having audiences tell their story to her. Many of the themes in her book--losing a parent as a young child, coming out, having children -- resonate deeply with readers, and O'Donnell's readings/appearances could spark wonderful conversations between readers and herself.
On the flip side of author appearances, an anecdote-filled story about good and bad book tours appears in today's Baltimore Sun. www.baltimoresun.com/entertainment/booksmags/bal-to.signings24sep24,0,2544800.story
The story about Jodi Picoult's run-in with a remarkable question is worth the click.
Her decision is not an anomaly among some authors, Salinger and Pynchon being the most extreme among them. However, with memoirs, the connection to the audience is a much more visceral one, and O'Donnell should see the worth of having audiences tell their story to her. Many of the themes in her book--losing a parent as a young child, coming out, having children -- resonate deeply with readers, and O'Donnell's readings/appearances could spark wonderful conversations between readers and herself.
On the flip side of author appearances, an anecdote-filled story about good and bad book tours appears in today's Baltimore Sun. www.baltimoresun.com/entertainment/booksmags/bal-to.signings24sep24,0,2544800.story
The story about Jodi Picoult's run-in with a remarkable question is worth the click.
Monday, September 17, 2007
Could librarians talk more?
Walk into any library, and you'll see a display of books recommended by the librarians. Often, the recommendations are themed: "Like Knitting? You'll Puuurl Over These!" Other recommendations respond to trends: "Chick Lits to Read in the Carpool."
Occasionally, you'll see singular recommendations under the heading of "Staff Picks," but the books stacked there look lowly (Mr. Obie Joe's son's word for lonely). Under each book should be a review; something that would inspire you to take a risk and read an unfamiliar book.
Us book publicists hear a lot about the magical properties of word-of-mouth, usually attributed to bookclubs, independent bookstores and targeted media, and so forth. But what of the librarians? Why do so few of us consult them as readers, as publicists?
It's a lost opportunity. At Mr. Obie Joe's library, the librarians have known our kids by name for over 16 years, so you would think the librarians would be the premier source of book suggestions. But beyond polite niceties, when our kids talk with librarians, there's no engagement of our kids as to what they are reading, and what they would like to read.
Perhaps librarians are not permitted to start this conversation. Perhaps librarians, many of whom are guarded behind a bureaucracy, are difficult to reach by the book industry to be included in hearing what's new.
Worse of all, perhaps librarians have forgotten how close the connection between librarian and reader can be.
Occasionally, you'll see singular recommendations under the heading of "Staff Picks," but the books stacked there look lowly (Mr. Obie Joe's son's word for lonely). Under each book should be a review; something that would inspire you to take a risk and read an unfamiliar book.
Us book publicists hear a lot about the magical properties of word-of-mouth, usually attributed to bookclubs, independent bookstores and targeted media, and so forth. But what of the librarians? Why do so few of us consult them as readers, as publicists?
It's a lost opportunity. At Mr. Obie Joe's library, the librarians have known our kids by name for over 16 years, so you would think the librarians would be the premier source of book suggestions. But beyond polite niceties, when our kids talk with librarians, there's no engagement of our kids as to what they are reading, and what they would like to read.
Perhaps librarians are not permitted to start this conversation. Perhaps librarians, many of whom are guarded behind a bureaucracy, are difficult to reach by the book industry to be included in hearing what's new.
Worse of all, perhaps librarians have forgotten how close the connection between librarian and reader can be.
Thursday, September 13, 2007
Accosting your potential buyers
Seeing a lowly author sitting at a table for one, a stack of books on one end, and on the other end, a sharpie pen ready for autographs, and not a fan in sight, gives Mr. Obie Joe the heebie jeebies. Apparently many bookstores, particularly chain stores, feel the same way, which is why many authors are banned from securing a booking unless you's somebody, or knows somebody.
There is a way, though. Make your reading/signing an event. Granted this is easier to do if you've got a nonfiction title, but even a fiction title can do it (see the enormous turnout for some YA titles). One author we're working with has a pop culture book. For his appearances, he's planning a quiz show format. He'll ask people in the audience, and he'll solicit people walking by. If the lucky accostee has the correct answer, the author awards a prize. Even without a spinning, glittery wheel, he's got an audience for his appearance, and then his book.
Think of a way to make a "show" from your book. If your book is about tea party sets, pack 'em up and bring them to the store to make an educational session. The amazing publicist Lauren Cerand mixes music, books, and other performances in her Upstairs at the Square events at a Barnes & Noble in NYC, and the crowds it attracts, both in loyalty and numbers, is amazing.
As wonderful as you authors are, by yourself, you're not enough for a successful bookstore appearance.
There is a way, though. Make your reading/signing an event. Granted this is easier to do if you've got a nonfiction title, but even a fiction title can do it (see the enormous turnout for some YA titles). One author we're working with has a pop culture book. For his appearances, he's planning a quiz show format. He'll ask people in the audience, and he'll solicit people walking by. If the lucky accostee has the correct answer, the author awards a prize. Even without a spinning, glittery wheel, he's got an audience for his appearance, and then his book.
Think of a way to make a "show" from your book. If your book is about tea party sets, pack 'em up and bring them to the store to make an educational session. The amazing publicist Lauren Cerand mixes music, books, and other performances in her Upstairs at the Square events at a Barnes & Noble in NYC, and the crowds it attracts, both in loyalty and numbers, is amazing.
As wonderful as you authors are, by yourself, you're not enough for a successful bookstore appearance.
Monday, September 10, 2007
Romance novels founded USA democracy!
In a riveting review of the new book, Inventing Human Rights: A History by Lynn Hunt (W.W. Norton), essayist Joanna Banks makes the well known point that human rights are invented, and a recent invention at that.
Yet the contradictions between ideals espoused and lives lived among those who espouse human rights, like slave owner Thomas Jefferson fascinate Mr. Obie Joe. How is it possible that men like him could come up with the revolutionary concept of "inalienable" and "self-evident" rights?
Romance novels.
"Hunt believes the burgeoning expression of sympathy toward strangers was the outcome of the dramatic explosion in the publication and reading of the (popular) novel." Three titles draw particular note: Pamela: Or, Virtue Rewarded, Clarissa, and Julie -- all published during the raucous time in America when the concept of the rights of men became the cornerstone of American democracy. Each of these titles showed that the inner life existed even in the lowly of young women, and in this identification with these beset-upon protagonists, the concept that all men are equal began.
Given the certainty of fans of romance novels...then and now...it's possible.
Yet the contradictions between ideals espoused and lives lived among those who espouse human rights, like slave owner Thomas Jefferson fascinate Mr. Obie Joe. How is it possible that men like him could come up with the revolutionary concept of "inalienable" and "self-evident" rights?
Romance novels.
"Hunt believes the burgeoning expression of sympathy toward strangers was the outcome of the dramatic explosion in the publication and reading of the (popular) novel." Three titles draw particular note: Pamela: Or, Virtue Rewarded, Clarissa, and Julie -- all published during the raucous time in America when the concept of the rights of men became the cornerstone of American democracy. Each of these titles showed that the inner life existed even in the lowly of young women, and in this identification with these beset-upon protagonists, the concept that all men are equal began.
Given the certainty of fans of romance novels...then and now...it's possible.
Wednesday, September 5, 2007
POD it the Facebook way
While reading about the amusing tactic by possible Facebook founder Aaron Greenspan to find an agent --he sent out 800 identical solicitations -- Mr. Obie Joe wondered if the young man could better spend his time with another effort in getting his book to market.
To us, Greenspan’s authorial attributes don’t include his Harvard term. If you’re a guy who spins technology gold for online social networks, wouldn’t you really, really be keen on publishing, marketing and selling the book yourself? The revolution we’re seeing from the democratization of the tools in book production and promotion could make Greenspan’s book a perfect experiment for the last missing piece: a killer app for connecting books and audiences.
Greenspan, take on the book yourself (but make sure to hire a very good editor, cover designer, too), test out a variation of the social networks that have brought others so much success, and include us in the success.
To us, Greenspan’s authorial attributes don’t include his Harvard term. If you’re a guy who spins technology gold for online social networks, wouldn’t you really, really be keen on publishing, marketing and selling the book yourself? The revolution we’re seeing from the democratization of the tools in book production and promotion could make Greenspan’s book a perfect experiment for the last missing piece: a killer app for connecting books and audiences.
Greenspan, take on the book yourself (but make sure to hire a very good editor, cover designer, too), test out a variation of the social networks that have brought others so much success, and include us in the success.
Tuesday, September 4, 2007
Writers who lie
The recent legal settlement by Augusten Burroughs and St. Martin's Press with the family who objected to Burrough's characterization of their lives intrigue the journalist side of Mr. Obie Joe.
When a writer uses "composite characters," suspicions begin to breed. Our mentors in journalism remind me that if you work hard on your reporting, writing, and perceptions, you will not need composite characters. Plus, composite characters often lead to "composite events," and well, at that point, why don't you just label it fiction? We know why -- because memoirs are a hotter sell than fiction.
John Hersey used composite characters, and events in his amazing recount of a true event: Hiroshima. He was a decent man and writer; he didn't call it a memoir. He called it fiction, and the book still rang true.
Burroughs took the easy way out, and his completely unapologetic attitude is vexing.
Perhaps we can now turn our attention to those memoirs from writers with actual, unique, and corroborated stories to tell. A memoir by Cupcake Brown came out about the same time as James Frey, and unlike Frey, Ms. Brown really was an addict seconds from death, and immersed in desperate acts. Her story was 100% collaborated. But guess who's living in a Manhattan loft, and guess who's not (though Ms. Brown is doing OK; she now works for a law firm, happy).
When a writer uses "composite characters," suspicions begin to breed. Our mentors in journalism remind me that if you work hard on your reporting, writing, and perceptions, you will not need composite characters. Plus, composite characters often lead to "composite events," and well, at that point, why don't you just label it fiction? We know why -- because memoirs are a hotter sell than fiction.
John Hersey used composite characters, and events in his amazing recount of a true event: Hiroshima. He was a decent man and writer; he didn't call it a memoir. He called it fiction, and the book still rang true.
Burroughs took the easy way out, and his completely unapologetic attitude is vexing.
Perhaps we can now turn our attention to those memoirs from writers with actual, unique, and corroborated stories to tell. A memoir by Cupcake Brown came out about the same time as James Frey, and unlike Frey, Ms. Brown really was an addict seconds from death, and immersed in desperate acts. Her story was 100% collaborated. But guess who's living in a Manhattan loft, and guess who's not (though Ms. Brown is doing OK; she now works for a law firm, happy).
Tuesday, August 28, 2007
Saying how-de-do on Yahoo
Not all online book promotion techniques are shiny and new. Mr. Obie Joe continues to be impressed with using discussion groups for connecting an author with a niche of readers. Our favorite are the discussion groups on Yahoo.
Navigating the search for which discussion groups match your author's book take a bit of finesse. Yahoo is a bit creaky in its filtering creativity and capability, so expect a bit of time wading through numerous groups that seem like advertisements rather than authentic conversations.
Which reminds us to remind you to make your participation authentic, too. Don't limit your participation to a jump about your book, and then gone. Engage in the conversation, start a topic, and respond.
And don't forget to include your signature line at the end of each post. Your name is the first line, your book's name the second line, and the third your web site and/or blog.
Navigating the search for which discussion groups match your author's book take a bit of finesse. Yahoo is a bit creaky in its filtering creativity and capability, so expect a bit of time wading through numerous groups that seem like advertisements rather than authentic conversations.
Which reminds us to remind you to make your participation authentic, too. Don't limit your participation to a jump about your book, and then gone. Engage in the conversation, start a topic, and respond.
And don't forget to include your signature line at the end of each post. Your name is the first line, your book's name the second line, and the third your web site and/or blog.
Thursday, August 23, 2007
Are bookstore signings worth it?
Unless the bookstore event could garner at least 100 people in the seats, the author refused to commit to the bookstore's reading and signing.
Hmm. The quick retort would point out that unless this author was a namebrand, chances were the attendance numbers were a gamble. But the author had a point: unless the resources were there to effectively market the event and author's name, what would be the point of an event? Each player has their part to shoot for that 100+ attendance reading:
The Bookstore:
• In store promotion
• Community notification via media, newsletters, etc.
• Regular reading series that would guarantee a base audience
The Publisher:
• Dollars for co-op advertising
• Shelf ads
• Postcards for placement next to cashier
• Publicist for booking media
The Author
• Friends & family call list, invitations sent out
• E-mail invitation to every community Author interacts with
• Availability to do any media
• A spectacular performance
Recently we negotiated with a powerful bookstore in Arizona who wanted a $250 fee before booking an author's event. Mr. Obie Joe understands the fee, but wonders a need for the fee if everyone did their part.
Hmm. The quick retort would point out that unless this author was a namebrand, chances were the attendance numbers were a gamble. But the author had a point: unless the resources were there to effectively market the event and author's name, what would be the point of an event? Each player has their part to shoot for that 100+ attendance reading:
The Bookstore:
• In store promotion
• Community notification via media, newsletters, etc.
• Regular reading series that would guarantee a base audience
The Publisher:
• Dollars for co-op advertising
• Shelf ads
• Postcards for placement next to cashier
• Publicist for booking media
The Author
• Friends & family call list, invitations sent out
• E-mail invitation to every community Author interacts with
• Availability to do any media
• A spectacular performance
Recently we negotiated with a powerful bookstore in Arizona who wanted a $250 fee before booking an author's event. Mr. Obie Joe understands the fee, but wonders a need for the fee if everyone did their part.
Wednesday, August 22, 2007
An hour a day
In the next few days, we'll feature an interview with Kristopher B. Jones, owner of the nation's largest search engine optimization firm, pepperjamSEARCH.com (what a memorable name: spicy and sweet). Jones made an appearance at the BookExpo, and his advice for applying standard web SEO tools to book marketing were resonant, if not always understandable, given the newness of these concepts to the book world.
We wanted to share one thing he said: "An hour a day for SEO" keeps the orders from rolling away to other sites, other authors, other pursuits. Maximizing your site and Web presence is a continual, but not too taxing task. Just make sure you keep to it.
We wanted to share one thing he said: "An hour a day for SEO" keeps the orders from rolling away to other sites, other authors, other pursuits. Maximizing your site and Web presence is a continual, but not too taxing task. Just make sure you keep to it.
Tuesday, August 21, 2007
The unexpected gift of a blog
While reading Robert Gray's interview of a bookseller who blogs (www.fresheyesnow.com), Mr. Obie Joe is reminded of one of the oft-forgotten benefits of blogging: in talking, with clarity, about what you do, you start a conversation with others. Others could be customers, peers, media, and friends, all of whom have an interest in what you do and think. The impact can never be underestimated.
Gray spoke with Russ Marshalek, resident blogger for Wordsmiths Books in Decatur. Marshalek mentioned the automatic aspects of the blogs-- book reviews, news & events, etc. -- and then referred to the singular aspects. "I always enjoy it, though, when I hear from a publisher outside of the region that they've read the blog--the southeast in general, and Georgia in particular, is neglected by a lot of publishers as 'not being literary,' but it really is--and the more connected those book lovers in the region are to one another, the more of a unified voice is presented, and the more attention's drawn," he says.
And there it is: one of the gifts of blogging. Connecting with a new audience that might not have crossed paths with your book or your store is what a blog does. Don't be afraid to be completely original in your blog presentations and content. Wordsmiths was not wary of referring to their small part of Ga.; interestingly, it reinforced their current audience, and attracted national attention at the same time.
Gray spoke with Russ Marshalek, resident blogger for Wordsmiths Books in Decatur. Marshalek mentioned the automatic aspects of the blogs-- book reviews, news & events, etc. -- and then referred to the singular aspects. "I always enjoy it, though, when I hear from a publisher outside of the region that they've read the blog--the southeast in general, and Georgia in particular, is neglected by a lot of publishers as 'not being literary,' but it really is--and the more connected those book lovers in the region are to one another, the more of a unified voice is presented, and the more attention's drawn," he says.
And there it is: one of the gifts of blogging. Connecting with a new audience that might not have crossed paths with your book or your store is what a blog does. Don't be afraid to be completely original in your blog presentations and content. Wordsmiths was not wary of referring to their small part of Ga.; interestingly, it reinforced their current audience, and attracted national attention at the same time.
Thursday, August 16, 2007
Dissecting magazines for an author's gain
In a past life, Mr. Obie Joe had a familiarity with magazine journalism. Since many authors crave magazine coverage of their talents and their books, the cane points to a how-to-read a magazine for one's advantage:
-- Flip to the masthead. Write down names of editors of departments relevant to your book, or author platform. Go through the names in both the editorial and art departments.
-- Find names of freelancers, in brief bios close to the masthead, or recognizable in the bylines. Later, you'll google their names for e-mail addresses, which can be easier to find because freelancers usually belong to groups, teach, or have own web sites.
-- Go to the departments. See the writing style -- you'll want to match that in your press release or e-mail pitch.
-- See what trends are more prevalent than others. Does the magazine emphasis fitness as a stress reducer, or a way to look younger? You'll want to match that viewpoint, too.
-- Count the words. Unless you have a remarkable author platform (are you famous, odd, or unique?), chances are your pitch will go for a short article. Count the number of words for the short pieces. About 100 words for the shorts, and 750-1000 for the longer features.
-- Flip through the pages, one by one, and see if there are other parts of the magazine for your pitch. If your book is about health, you could pitch a money story, and you could pitch a feature about a person profiled in your book.
-- Find the creative writing section. These are sections for essays on problems solved in your life, a solution you'd like to pass on, and so forth. While these essays may not promote your book specifically, these do include a short bio at the end stating your name, and the name of your book.
-- Remember, the goal is not for a book review, but for a type of article that extends the promotional reach of your book and author platform.
-- Flip to the masthead. Write down names of editors of departments relevant to your book, or author platform. Go through the names in both the editorial and art departments.
-- Find names of freelancers, in brief bios close to the masthead, or recognizable in the bylines. Later, you'll google their names for e-mail addresses, which can be easier to find because freelancers usually belong to groups, teach, or have own web sites.
-- Go to the departments. See the writing style -- you'll want to match that in your press release or e-mail pitch.
-- See what trends are more prevalent than others. Does the magazine emphasis fitness as a stress reducer, or a way to look younger? You'll want to match that viewpoint, too.
-- Count the words. Unless you have a remarkable author platform (are you famous, odd, or unique?), chances are your pitch will go for a short article. Count the number of words for the short pieces. About 100 words for the shorts, and 750-1000 for the longer features.
-- Flip through the pages, one by one, and see if there are other parts of the magazine for your pitch. If your book is about health, you could pitch a money story, and you could pitch a feature about a person profiled in your book.
-- Find the creative writing section. These are sections for essays on problems solved in your life, a solution you'd like to pass on, and so forth. While these essays may not promote your book specifically, these do include a short bio at the end stating your name, and the name of your book.
-- Remember, the goal is not for a book review, but for a type of article that extends the promotional reach of your book and author platform.
Wednesday, August 15, 2007
Can book marketing be too much
(in response to a New York Magazine question about the marketing efforts for his books -- including Spook Country, Pattern Recognition -- author William Gibson had an interesting observation about why we market some books with such fervor):
"Well, it's what we do now. When I was a child, the United States made its own wristwatches and cars. As we've quit manufacturing stuff, we've begun trafficking in branding, which would've been incomparable in 1910--not the thing you made but what you call it. And as generation of consumers has become more aware of marketing, so marketing has had to become quite byzantine. "
It's difficult to resist the allure of branding when promoting an author-- particularly a new author -- because that's often the best shot at boosting a book in a crowded marketplace. Positioning an author with a shorthand profile -- she's an ex-cop beauty queen or he's a father of 10 and now vampire enthusiast -- is what we book promoters do to break out of the pack.
Trouble is, such tasks make the marketing less about the quality of the book, or the resonance with certain audiences. Even J.K. Rowling became a part of this maw at the beginning of the Harry Potter promotion. So much was said about her as the single mum, scribbling the book while tapping into the heat at the corner coffee shop.
Gibson is right -- sometimes the marketing does become "quite byzantine," and becomes more about the techniques, and less about the thing actually being shouted about.
"Well, it's what we do now. When I was a child, the United States made its own wristwatches and cars. As we've quit manufacturing stuff, we've begun trafficking in branding, which would've been incomparable in 1910--not the thing you made but what you call it. And as generation of consumers has become more aware of marketing, so marketing has had to become quite byzantine. "
It's difficult to resist the allure of branding when promoting an author-- particularly a new author -- because that's often the best shot at boosting a book in a crowded marketplace. Positioning an author with a shorthand profile -- she's an ex-cop beauty queen or he's a father of 10 and now vampire enthusiast -- is what we book promoters do to break out of the pack.
Trouble is, such tasks make the marketing less about the quality of the book, or the resonance with certain audiences. Even J.K. Rowling became a part of this maw at the beginning of the Harry Potter promotion. So much was said about her as the single mum, scribbling the book while tapping into the heat at the corner coffee shop.
Gibson is right -- sometimes the marketing does become "quite byzantine," and becomes more about the techniques, and less about the thing actually being shouted about.
Sunday, August 12, 2007
Red dot means go
We'll admit it: there are times we take the sheeplike approach to trying out a new book.
Going into our library's New Fiction section can feel like a drift into the market's maelstrom of trends. Look over here -- African-American mystery. Over there: teen vampire adventures. And there: the over-the-hill chick lit.
In a bookstore, we're guided by book promotions delicate (posting of the NYT Bestsellers List), and overt (40% off a B&N designated hit). There are shelf ads, "Staff Recommends" bookstand, and stand-alone tables/bookshelves to guide the buyer.
A number of librarians have cottoned to adopting a bookstore's feel to their library. Beyond the comfy chairs, Teen Lit sections, and even lattes in the lobby, these libraries have adopted some of the stealth ways bookstores push certain titles.
(excerpted from www.ckls.org/~crippel/marketing/bookstore.html )
"One librarian, Sharon Baker, discovered that merely placing a red dot on spines of books on the regular shelves with signs on the end panels saying red dots mean recommended books increased circulation of those books by 9% to 179%. Dots of different colors could represent different genres, different awards (e.g., Nebula vs. Hugo) or different sources of recommendation (e.g., Modern Library list best novels)."
As a fan of the color red romantically, Mr. Obie Joe, is impressed with a quiet, but expert, way to help readers try out titles unfamiliar to them.
Going into our library's New Fiction section can feel like a drift into the market's maelstrom of trends. Look over here -- African-American mystery. Over there: teen vampire adventures. And there: the over-the-hill chick lit.
In a bookstore, we're guided by book promotions delicate (posting of the NYT Bestsellers List), and overt (40% off a B&N designated hit). There are shelf ads, "Staff Recommends" bookstand, and stand-alone tables/bookshelves to guide the buyer.
A number of librarians have cottoned to adopting a bookstore's feel to their library. Beyond the comfy chairs, Teen Lit sections, and even lattes in the lobby, these libraries have adopted some of the stealth ways bookstores push certain titles.
(excerpted from www.ckls.org/~crippel/marketing/bookstore.html )
"One librarian, Sharon Baker, discovered that merely placing a red dot on spines of books on the regular shelves with signs on the end panels saying red dots mean recommended books increased circulation of those books by 9% to 179%. Dots of different colors could represent different genres, different awards (e.g., Nebula vs. Hugo) or different sources of recommendation (e.g., Modern Library list best novels)."
As a fan of the color red romantically, Mr. Obie Joe, is impressed with a quiet, but expert, way to help readers try out titles unfamiliar to them.
Wednesday, August 8, 2007
Guaranteed results
At some point in every conversation with a new client, a book publicist waits for the same question or joke: "And then we'll get on Oprah! Right? Right!"
It's a curious phenomenon, this specter of Oprah as the lottery ticket, the pot of gold at the end of the rainbow. An appearance on Oprah is the guaranteed book promotional tool, which is comforting in an industry where so many book promotions don't result in book sales.
Authors and publishers want results, but results and goal are one thing, guarantees another.
It is an art to manage the expectations of publishers and authors. Mr. Obie Joe advocates clarity of the cane. A promotional campaign might sell the books, and might not.
A huge amount of editorials on the issues in Leslie Bennett's book about the politics of stay at home mothers made the book's title familiar, but familiarity did not translate into book sales. As in the algorithm: advance + promotion budget = book sales.
Mr. Obie Joe has to remind those seated that book sales are only one component of why any one of us does promotion. Keep your book sales goals reasonable, and your other goals (building a fan base, creating momentum for secondary career) large and creative.
Sure, Oprah sells books for SOME authors, but not ALL authors.
It's a curious phenomenon, this specter of Oprah as the lottery ticket, the pot of gold at the end of the rainbow. An appearance on Oprah is the guaranteed book promotional tool, which is comforting in an industry where so many book promotions don't result in book sales.
Authors and publishers want results, but results and goal are one thing, guarantees another.
It is an art to manage the expectations of publishers and authors. Mr. Obie Joe advocates clarity of the cane. A promotional campaign might sell the books, and might not.
A huge amount of editorials on the issues in Leslie Bennett's book about the politics of stay at home mothers made the book's title familiar, but familiarity did not translate into book sales. As in the algorithm: advance + promotion budget = book sales.
Mr. Obie Joe has to remind those seated that book sales are only one component of why any one of us does promotion. Keep your book sales goals reasonable, and your other goals (building a fan base, creating momentum for secondary career) large and creative.
Sure, Oprah sells books for SOME authors, but not ALL authors.
Saturday, August 4, 2007
Readers and myspace users
Social networking sites -- myspace, facebook, livejournal -- intrigue us as a place for marketing books. Except....has anyone taken a deep look as to how prolific users of these sites find the books they read? Do they read more or less than the average population?
We ask this because we're still sorting out the worth of starting a myspace page for our authors. Is a myspace page just a formality-- mark your territory -- but not a necessity in marketing your book online?
We still maintain the greatest attractant is a really well written, often updated, and sharp looking web site or blog for a book.
We ask this because we're still sorting out the worth of starting a myspace page for our authors. Is a myspace page just a formality-- mark your territory -- but not a necessity in marketing your book online?
We still maintain the greatest attractant is a really well written, often updated, and sharp looking web site or blog for a book.
Thursday, August 2, 2007
Eleanor Roosevelt's calling cards
Before he became president, Franklin Roosevelt moved to DC to begin his political career. As expected of an ambitious man's wife, Eleanor Roosevelt began to establish the social network to bolster his career. She visited the homes of the wives of other important men, and if they were not home, would leave a calling card. The process was torturous for her. Yet, years later, she was grateful for the experience, as it developed a second persona able to glide through these interactions to her advantage.
Have you developed your calling card to create your online social network?
Some basics: create a profile on a social networking site -- myspace, livejournal, facebook. Just a profile, with minimal updating and interaction, will significantly increase your placement in the search engines. Why should amazon.com be the top search result for your book, or your name?
Plus, it will tamp down any negative reviews of your book (in the top 20 of Google results)...something else the newbie Mrs. Roosevelt must have figured out as well.
Have you developed your calling card to create your online social network?
Some basics: create a profile on a social networking site -- myspace, livejournal, facebook. Just a profile, with minimal updating and interaction, will significantly increase your placement in the search engines. Why should amazon.com be the top search result for your book, or your name?
Plus, it will tamp down any negative reviews of your book (in the top 20 of Google results)...something else the newbie Mrs. Roosevelt must have figured out as well.
Wednesday, August 1, 2007
Should authors blog?
Why blog?
Especially when you've racked up several dozen bestsellers, as the seven authors on Squwak Radio have (www.squawkradio.com). These authors have sales, critical recognition, a fan base, and backing by major publishers.
Well, because blogging creates a community. An author does it for her own list, of course, but it also folds the author into a larger literary community.
Mr. Obie Joe loves their quote:
"To create intimacy between readers and authors. Booksellers have said that no particular advertising technique seems to give a book "legs" or send it up the bestseller lists because only the magic word-of-mouth influences sales. What better way to make sure readers know that our new books just hit the shelves than to create a community that stays with us, even when we don't have new releases?"
Especially when you've racked up several dozen bestsellers, as the seven authors on Squwak Radio have (www.squawkradio.com). These authors have sales, critical recognition, a fan base, and backing by major publishers.
Well, because blogging creates a community. An author does it for her own list, of course, but it also folds the author into a larger literary community.
Mr. Obie Joe loves their quote:
"To create intimacy between readers and authors. Booksellers have said that no particular advertising technique seems to give a book "legs" or send it up the bestseller lists because only the magic word-of-mouth influences sales. What better way to make sure readers know that our new books just hit the shelves than to create a community that stays with us, even when we don't have new releases?"
Saturday, July 28, 2007
Slide the card over
Last week a client completed a bounty of interviews for his new book, a photo narrative with a lengthy title, and a little known name for the publisher.
Not surprisingly, each interviewer gave the book his or her own title. And mangled the publisher's name to boot.
Which is why we advocate closing the interview with the "card slide." Use your bookmark postcard. This card is a simple compendium of information: book title, author name, brief bio, web site, and where to order the book, if it's a small press book. As you're thanking the interviewer for a lovely time, slide over the card.
Yes, the interviewer has your press kit, and their research, but trust me, at deadline, when the journalist is making sure the title is right, your card will be pulled.
(And if your interview was by phone,"slide" over the card via e-mail.)
Not surprisingly, each interviewer gave the book his or her own title. And mangled the publisher's name to boot.
Which is why we advocate closing the interview with the "card slide." Use your bookmark postcard. This card is a simple compendium of information: book title, author name, brief bio, web site, and where to order the book, if it's a small press book. As you're thanking the interviewer for a lovely time, slide over the card.
Yes, the interviewer has your press kit, and their research, but trust me, at deadline, when the journalist is making sure the title is right, your card will be pulled.
(And if your interview was by phone,"slide" over the card via e-mail.)
Wednesday, July 25, 2007
D&D versus the B&N
In a suburb just north of Mr. Obie Joe's city, the future of bookselling exists.
On one side of the street, a pretty and shiny new Barnes & Noble located across the street from a well-worn store for Dungeons & Dragons, anime and other fantasy-related stuff.
Kids hang out at the D&D store regularly. The store has provided tables and ratty chairs for the kids to play the elaborate dice-and-card game, and to just talk.
On a recent Friday night, Mr. Obie Joe took a walk down this block. Looking inside the B&N, we saw some people, none of them under the age of 25. One the other side, the D&D store, teeming with kids, buying books, cards, snacks.
Now where did you say your next audience is coming from, B&N?
In Fredericksburg, Va., the Wounded Bookshop takes it chances on over 100 events annually. Some bring in audiences, some sell lots of book. And some don't. "Shows aren't always good for the books," said owner Paul Lewis to Shelf Awareness. "But somehow, it all works out. The kids who do come to the shows have a great use for the space, so nothing is ever in vain. This place brings people together."
Along with their affinity and debit card.
On one side of the street, a pretty and shiny new Barnes & Noble located across the street from a well-worn store for Dungeons & Dragons, anime and other fantasy-related stuff.
Kids hang out at the D&D store regularly. The store has provided tables and ratty chairs for the kids to play the elaborate dice-and-card game, and to just talk.
On a recent Friday night, Mr. Obie Joe took a walk down this block. Looking inside the B&N, we saw some people, none of them under the age of 25. One the other side, the D&D store, teeming with kids, buying books, cards, snacks.
Now where did you say your next audience is coming from, B&N?
In Fredericksburg, Va., the Wounded Bookshop takes it chances on over 100 events annually. Some bring in audiences, some sell lots of book. And some don't. "Shows aren't always good for the books," said owner Paul Lewis to Shelf Awareness. "But somehow, it all works out. The kids who do come to the shows have a great use for the space, so nothing is ever in vain. This place brings people together."
Along with their affinity and debit card.
Wednesday, July 18, 2007
Press releases are like cards...
An essential element of an author's press plan is the well-written press release.
But one is not enough, says Mr. Obie Joe.
We've been working with a nonfiction title, a lifestyle one, at that. It would be easy as pie (sorry, could not resist) to develop only one press release. Instead the author and Obie Joe put together nearly a dozen variations with the intention of sending targeted press releases. One press release on the business of bottled water went to the biz mags. Another, with new recipes, was for the Martha Stewart category. We even sent press releases -- always developed as story ideas -- to teen magazines.
The results? TIME Magazine, Good Morning America, The Wall Street Journal, and dozens of dailies and smaller magazines.
Authors, your budget might limit you to paying for the development of only one press release. But from there, develop at least 5 more. Mr. Obie Joe says don't worry about the work. All you're really changing is the top 2-3 paragraphs to suit a market. The other paragraphs, which is the standard stuff about you, your book, availability, etc., stays the same.
Stack the deck.
But one is not enough, says Mr. Obie Joe.
We've been working with a nonfiction title, a lifestyle one, at that. It would be easy as pie (sorry, could not resist) to develop only one press release. Instead the author and Obie Joe put together nearly a dozen variations with the intention of sending targeted press releases. One press release on the business of bottled water went to the biz mags. Another, with new recipes, was for the Martha Stewart category. We even sent press releases -- always developed as story ideas -- to teen magazines.
The results? TIME Magazine, Good Morning America, The Wall Street Journal, and dozens of dailies and smaller magazines.
Authors, your budget might limit you to paying for the development of only one press release. But from there, develop at least 5 more. Mr. Obie Joe says don't worry about the work. All you're really changing is the top 2-3 paragraphs to suit a market. The other paragraphs, which is the standard stuff about you, your book, availability, etc., stays the same.
Stack the deck.
Monday, July 16, 2007
The long-tailed book tour
Some of us at Obie Joe Media got our starts as magazine writers. Every month we wade through dozens of magazines, and often the torrent of words washes over us without much impact. Sad to say.
One article was the exception. Written in early 2005 by one of our favorite editors -- Chris Anderson of Wired -- the article really stopped us cold. We even went to the trouble to cut-and-paste it, on the computer, and thumbtacked it to the bulletin board.
For booksellers, "The Long-Tail Theory" gave new insight into the way readers find new titles. The way we saw it at Obie Joe Media, it meant the playing field was equalized for every book. It used to be one thing to build audiences, mostly through hype and paid advertising. Today, you promote a book via the participation, and building, of a community around the book. A friend’s (actual or virtual) recommendation means more than any other ad or hype you saw elsewhere. Find the niche of your book, connect to a community who adores that niche, snuggle in, and your book just found an audience.
“This is the difference between push and pull, between broadcast and personalized taste. Long Tail business can treat consumers as individuals, offering mass customization as an alternative to mass-market fare,” writes Anderson.
Which is our roundabout way to say we are all very thrilled to pass along our recommendation for www.BookTour.com. Not only is Anderson involved, but a fellow Baltimore hometown guy who is generous with his time and creativity -- Kevin Smokler is also on board. Some of the principal concepts of the Long-Tail Theory are there:
Help Me Find It
Make Everything Available
Particularly for our authors new to this game, BookTour.com is going to be the chocolate on the pillow while on that long journey to find and engage audiences. For readers, too.
One article was the exception. Written in early 2005 by one of our favorite editors -- Chris Anderson of Wired -- the article really stopped us cold. We even went to the trouble to cut-and-paste it, on the computer, and thumbtacked it to the bulletin board.
For booksellers, "The Long-Tail Theory" gave new insight into the way readers find new titles. The way we saw it at Obie Joe Media, it meant the playing field was equalized for every book. It used to be one thing to build audiences, mostly through hype and paid advertising. Today, you promote a book via the participation, and building, of a community around the book. A friend’s (actual or virtual) recommendation means more than any other ad or hype you saw elsewhere. Find the niche of your book, connect to a community who adores that niche, snuggle in, and your book just found an audience.
“This is the difference between push and pull, between broadcast and personalized taste. Long Tail business can treat consumers as individuals, offering mass customization as an alternative to mass-market fare,” writes Anderson.
Which is our roundabout way to say we are all very thrilled to pass along our recommendation for www.BookTour.com. Not only is Anderson involved, but a fellow Baltimore hometown guy who is generous with his time and creativity -- Kevin Smokler is also on board. Some of the principal concepts of the Long-Tail Theory are there:
Help Me Find It
Make Everything Available
Particularly for our authors new to this game, BookTour.com is going to be the chocolate on the pillow while on that long journey to find and engage audiences. For readers, too.
Thursday, July 12, 2007
Characters come alive
The strength of book clubs to create buyers, and loyal fans cannot be underestimated. A decade ago, the Mr. joined a book club directed by two professors of English at Loyola University. While open to suggestions, for the most part, this husband and wife team were so eager to get through several dozen titles they'd been dying to bring to enthusiastic readers. We began with C.S. Lewis, Graham Greene, and Walker Percy, and then the pace and complexity quickened as we segued to authors we'd never heard of.
Mr. Obie Joe admires the surefootness of those book club directors with the intent to push their readers to embrace someone, and subjects, outside their average curiosity.
Intriguing to read of the book club envisioned by presidential candidate Sen. Barack Obama. Of course Obama is far from the first to flog their books as campaign tools, and using book clubs as a step-up from the campaign candidate coffees is intriguing. The Mr. is amused to hear "characters" from Obama's book will visit with the book club. (Can one be a character in a nonfiction setting? Just wondering).
Mr. Obie Joe loves the idea, and the interest, via the Obama’s book club campaign, and hopes that after the phone call from the candidate, his campaign, and his characters, those book clubs will continue.
Mr. Obie Joe admires the surefootness of those book club directors with the intent to push their readers to embrace someone, and subjects, outside their average curiosity.
Intriguing to read of the book club envisioned by presidential candidate Sen. Barack Obama. Of course Obama is far from the first to flog their books as campaign tools, and using book clubs as a step-up from the campaign candidate coffees is intriguing. The Mr. is amused to hear "characters" from Obama's book will visit with the book club. (Can one be a character in a nonfiction setting? Just wondering).
Mr. Obie Joe loves the idea, and the interest, via the Obama’s book club campaign, and hopes that after the phone call from the candidate, his campaign, and his characters, those book clubs will continue.
Tuesday, July 10, 2007
Books, American Idol style
Just over a year ago, Mr. Obie Joe was collecting books to send to New Orleans to refurbish the libraries of a few schools. The call went out for the collection of children's books, primarily, but Mr. Obie Joe wouldn't say no to a few other books.
One donator asked Mr. Obie Joe to pick up the donation. Upon arrival, Mr. Obie Joe saw dozens of mid-size boxes stacked on the front porch. All of the books inside were paperbacks: romance, mystery, and other mass market titles.
"These all yours?" inquired Mr. Obie Joe.
They were, until Mr. Obie Joe took them to New Orleans. Curious, Mr. Obie Joe asked the enthusiastic reader how she determined which books to buy, which old authors to support and which new authors to try. She depended on a variety of word of mouth techniques: online forums; her book club; water cooler conversations; and book jacket blurbs. Whose opinion mattered the most to this reader who spent nearly $200 monthly on books? Someone like herself.
Given the recent intrigue over Simon & Schuster's decision to partner with Media Predict to "use the collective judgment of readers to evaluate book proposals," (says James Surowiecki in The New Yorker), Mr. Obie Joe wonders if we're letting conceit overrule reality. The truth is we've not taken enough advantage of the rich resource of the public's view of books, before and after publication. Their opinions do matter. We've seen that to be the case of those books that find enormous readership, and response, with online marketing campaigns.
It's not a question of imitating America Idol; rather, it's jut an expansion of the most valuable tool books have: word of mouth.
One donator asked Mr. Obie Joe to pick up the donation. Upon arrival, Mr. Obie Joe saw dozens of mid-size boxes stacked on the front porch. All of the books inside were paperbacks: romance, mystery, and other mass market titles.
"These all yours?" inquired Mr. Obie Joe.
They were, until Mr. Obie Joe took them to New Orleans. Curious, Mr. Obie Joe asked the enthusiastic reader how she determined which books to buy, which old authors to support and which new authors to try. She depended on a variety of word of mouth techniques: online forums; her book club; water cooler conversations; and book jacket blurbs. Whose opinion mattered the most to this reader who spent nearly $200 monthly on books? Someone like herself.
Given the recent intrigue over Simon & Schuster's decision to partner with Media Predict to "use the collective judgment of readers to evaluate book proposals," (says James Surowiecki in The New Yorker), Mr. Obie Joe wonders if we're letting conceit overrule reality. The truth is we've not taken enough advantage of the rich resource of the public's view of books, before and after publication. Their opinions do matter. We've seen that to be the case of those books that find enormous readership, and response, with online marketing campaigns.
It's not a question of imitating America Idol; rather, it's jut an expansion of the most valuable tool books have: word of mouth.
Friday, July 6, 2007
Me no promote?
Of course authors should do what they do best -- daydream, research and write their next book.
But how much responsibility should an author have for their book once the book goes to market? Some authors take to the promotion and marketing of their books with enthusiasm and creativity long after the first edition expires.
Other authors find the prospect hideous.
Obie Joe noted a comment by Kathleen O'Hara in an editorial about the downturn in book customers in the Peterborough (Ontario) Examiner, and the resultant push to have authors use their time and creativity for more promotion, particularly with social networking. "I must confess that I am one of the multitude of hopeful novelists, and I'm beginning to find today's ultra-competitive, multimedia environment very daunting. Facebook and YouTube are not where I want to flog my work and myself. Perhaps, I need to attend the Paris Hilton School of Self-Promotion."
Hmm. Tapping his cane, Obie Joe wonders if authors leery of promotion could consider that social networking is just an updated form of conversing with one's audience. The conversation between author and reader is a valuable one; often such contact inspires writers to new junctions in their plots and characters.
Plus, the writing on a blog is writing, and any writing keeps the pump primed.
But how much responsibility should an author have for their book once the book goes to market? Some authors take to the promotion and marketing of their books with enthusiasm and creativity long after the first edition expires.
Other authors find the prospect hideous.
Obie Joe noted a comment by Kathleen O'Hara in an editorial about the downturn in book customers in the Peterborough (Ontario) Examiner, and the resultant push to have authors use their time and creativity for more promotion, particularly with social networking. "I must confess that I am one of the multitude of hopeful novelists, and I'm beginning to find today's ultra-competitive, multimedia environment very daunting. Facebook and YouTube are not where I want to flog my work and myself. Perhaps, I need to attend the Paris Hilton School of Self-Promotion."
Hmm. Tapping his cane, Obie Joe wonders if authors leery of promotion could consider that social networking is just an updated form of conversing with one's audience. The conversation between author and reader is a valuable one; often such contact inspires writers to new junctions in their plots and characters.
Plus, the writing on a blog is writing, and any writing keeps the pump primed.
Thursday, July 5, 2007
The infinity of eight
The number 8 lying down changes into the symbol for infinity. Maybe that's why so many advertisers their stock in the adage: "It takes an average 8 views of something (product, book) before a consumer is motivated to try that book, or product."
Perhaps. Maybe Obie Joe is just lazy, or unimaginative, but he thinks a conversation can happen with just one appearance.
Say a knitter is at a wool and thread store, and she sees a new book about knitting. The presentation for this new book is perfect: the book is positioned near the cash register, with a notecard from the store's owner clipped to the cover. A discount is offered, too.
Does that knitter need 8 times to see that? And then buy the book?
Perhaps. Maybe Obie Joe is just lazy, or unimaginative, but he thinks a conversation can happen with just one appearance.
Say a knitter is at a wool and thread store, and she sees a new book about knitting. The presentation for this new book is perfect: the book is positioned near the cash register, with a notecard from the store's owner clipped to the cover. A discount is offered, too.
Does that knitter need 8 times to see that? And then buy the book?
BookTV's new design
Saw the crisp new design for C-Span BookTV shows: www.booktv.org.
Liked being able to see the Archives as easily as the promos for the upcoming shows. Given the content of many of these shows, Obie Joe was really looking forward to accessing past shows via RealPlayer or iTunes. However...we have not been able to figure out how to access these shows.
Perhaps BookTV can take a cue from www.thisamericanlife.org -- in multiple formats, shows are there for the clicking.
Liked being able to see the Archives as easily as the promos for the upcoming shows. Given the content of many of these shows, Obie Joe was really looking forward to accessing past shows via RealPlayer or iTunes. However...we have not been able to figure out how to access these shows.
Perhaps BookTV can take a cue from www.thisamericanlife.org -- in multiple formats, shows are there for the clicking.
Friday, June 22, 2007
Controlling one's content
We've been working with a new client who wants to gain greater control over her book's online marketing potential (as in, life beyond Amazon). She had a web site, which was OK in look and content, but the site lacked the most critical component to selling your own book: an e-commerce portal. If a reader on the site wanted to buy the book, he was pointed to other online vendors, Amazon or Borders. While there's nothing wrong with those sales, why shouldn't authors instead capture their web site visitors and make them buyers exclusive to the author?
Adding a PayPal or other shopping cart button is easy to do. Even more effortless if an author uses a blog format for their web site. Most authors don't need to develop a web site from scratch. Instead, Obie Joe recommends using a template from blogspot, or WordPress and go. Many of these templates can be customized with the latest in e-commerce tools for just a few hundred dollars.
Even better is the ease in which authors can update and control the content of the site themselves. Having that ease makes the task of responding quickly to a marketing potential -- say, an article about the rise in YA vampire novels -- successful.
Adding a PayPal or other shopping cart button is easy to do. Even more effortless if an author uses a blog format for their web site. Most authors don't need to develop a web site from scratch. Instead, Obie Joe recommends using a template from blogspot, or WordPress and go. Many of these templates can be customized with the latest in e-commerce tools for just a few hundred dollars.
Even better is the ease in which authors can update and control the content of the site themselves. Having that ease makes the task of responding quickly to a marketing potential -- say, an article about the rise in YA vampire novels -- successful.
Friday, June 15, 2007
Not invading our shores, apparently
As usual, the combination of our friends Bella Stander and Galleycat inspires giggles for the wryness of the sentiment.
She'll Wait for McEwan to Come Out on DVD
Most everybody else may be all excited about how Powell's Books and Ian McEwan have reinvented book promotion with that short film about On Chesil Beach, but Bella Stander ain't impressed. After watching an online trailer for the film, she dubs it "icky-sticky treacly," and doesn't think much of McEwan's ability to read his own fiction out loud. She also quotes an author interviewed for the WaPo article about the film, who wonders aloud, "at what point... does it feel like an infomercial?" Me, I was feeling a little more generous after watching the trailer—I thought it looked like a low-budget documentary from the Ovation Channel. And while it might be an acceptable compromise for somebody like McEwan, who hates "the three-week stab around the United States and the 25 media escorts," I have my doubts about this being the mainstream future of book promotion.
(And what is it with all these foreign novelists looking for ways to get out of doing U.S. book tours? First Margaret Atwood invents a robot arm to sign her books, and now this. The way things are going, Julian Barnes is probably going to unveil hologram generators so he can do in-store appearances for his next book from his living room.)
(from www.galleycat.com)
She'll Wait for McEwan to Come Out on DVD
Most everybody else may be all excited about how Powell's Books and Ian McEwan have reinvented book promotion with that short film about On Chesil Beach, but Bella Stander ain't impressed. After watching an online trailer for the film, she dubs it "icky-sticky treacly," and doesn't think much of McEwan's ability to read his own fiction out loud. She also quotes an author interviewed for the WaPo article about the film, who wonders aloud, "at what point... does it feel like an infomercial?" Me, I was feeling a little more generous after watching the trailer—I thought it looked like a low-budget documentary from the Ovation Channel. And while it might be an acceptable compromise for somebody like McEwan, who hates "the three-week stab around the United States and the 25 media escorts," I have my doubts about this being the mainstream future of book promotion.
(And what is it with all these foreign novelists looking for ways to get out of doing U.S. book tours? First Margaret Atwood invents a robot arm to sign her books, and now this. The way things are going, Julian Barnes is probably going to unveil hologram generators so he can do in-store appearances for his next book from his living room.)
(from www.galleycat.com)
Tuesday, June 12, 2007
Just bring yourself
One other note about the BEA Book Expo: In retrospect, we see we spent too much time on the preparation of company materials. In many ways, all you need is your business card, your gregarious manner, and the reconnaissance on the person you're meeting.
Monday, June 11, 2007
Pantheon to Pages and People
Just returned from Mr. Obie Joe's visit to the BEA Book Expo in New York City. Given it was our virgin visit to the Book Expo (previous incarnations had us there as journalists), we had no expectations. Except to say hello to old and new friends. We had been advised to map out a dead-certain strategy to cover the numerous booths, programs, author signings and presentations. How we tried, but we were soon dazzled and redirected like greedy children inside the Wonka Chocolate Factory.
So we concentrated on gathering catalogs, business cards, and some books (BTW -- what was with the miserly handouts in the children's booth?). The networking became giddy at a certain point in the overheated Javits Center: in the span of one hour, Mr. Obie Joe asked Nora Ephron about her neck (we know, cringe city), chatted about viral marketing with Jane Friedman, cajoled a book from a Kensington Books rep, and had the most interesting conversation with author Abigail Thomas.
The previous day we attended the programs for African American titles. The genre is wide, with titles from self-published authors to major houses all competing for the same space. It's about the hustle, not the hype, so the programming was refreshing for the content on tools on promotion, marketing, and bookstore negotiations. More, though, more, is needed. Mr. Obie Joe thinks next year's AA programming could include commentary on the status of the political voice in AA literature, the explosion of YA titles, and integrating street lit promotional techniques to standard titles. (Ms. Villaroasa...give us a call)
Next year in L.A. we promise to stay more than just the day-and-a-half we had. And to stay on task.
So we concentrated on gathering catalogs, business cards, and some books (BTW -- what was with the miserly handouts in the children's booth?). The networking became giddy at a certain point in the overheated Javits Center: in the span of one hour, Mr. Obie Joe asked Nora Ephron about her neck (we know, cringe city), chatted about viral marketing with Jane Friedman, cajoled a book from a Kensington Books rep, and had the most interesting conversation with author Abigail Thomas.
The previous day we attended the programs for African American titles. The genre is wide, with titles from self-published authors to major houses all competing for the same space. It's about the hustle, not the hype, so the programming was refreshing for the content on tools on promotion, marketing, and bookstore negotiations. More, though, more, is needed. Mr. Obie Joe thinks next year's AA programming could include commentary on the status of the political voice in AA literature, the explosion of YA titles, and integrating street lit promotional techniques to standard titles. (Ms. Villaroasa...give us a call)
Next year in L.A. we promise to stay more than just the day-and-a-half we had. And to stay on task.
Wednesday, May 30, 2007
See you at the Expo
Obie Joe is headed to the Book Expo.This year it's in New York City, just up the road from our hometown B-more.
We're looking forward to seeing old and new friends. Just be awares that Mr. Obie Joe always brings the cane. It makes a handy bookmark and crowd clearer.
We're looking forward to seeing old and new friends. Just be awares that Mr. Obie Joe always brings the cane. It makes a handy bookmark and crowd clearer.
Wednesday, May 23, 2007
Zooming your book's Amazon presence
Though there are some publishers who would prefer their customers to circumvent Amazon and bring their sales direct to their web sites, fact is, Amazon is one of the easiest ways for your potential reader to find and buy your book.
That said, Amazon is the king of the hill in search engines, so it does behoove you, dear author, to maximize your position on Amazon:
• Add a blog. Or as Amazon calls it, a "plog." It's connected to Amazon Daily, and an author can add many features: author photo, RSS feed, comments block, and of course, links a mile.
• Make sure to include all of your industry reviews. If not Publishers Weekly, how about Midwest Book Review?
• Add more reviews. Don't feel hesitant to ask friends and family to contribute reviews. Ideally, Obie Joe likes at least 8 reviews, enough for two pages' worth.
• Add a "search suggestion." To increase the likelihood that your "search suggestion" will be approved by Amazon, don't submit more than 2-3 yourself; have your husband, family submit others.
That said, Amazon is the king of the hill in search engines, so it does behoove you, dear author, to maximize your position on Amazon:
• Add a blog. Or as Amazon calls it, a "plog." It's connected to Amazon Daily, and an author can add many features: author photo, RSS feed, comments block, and of course, links a mile.
• Make sure to include all of your industry reviews. If not Publishers Weekly, how about Midwest Book Review?
• Add more reviews. Don't feel hesitant to ask friends and family to contribute reviews. Ideally, Obie Joe likes at least 8 reviews, enough for two pages' worth.
• Add a "search suggestion." To increase the likelihood that your "search suggestion" will be approved by Amazon, don't submit more than 2-3 yourself; have your husband, family submit others.
Saturday, May 12, 2007
Ya got a speech in that book?
Last year, several publishers announced the formation of Speakers Bureaus, including HarperCollins and Penguin.
There was some grumbling amongst authors about which author would be asked to speak, and who would pocket any speaking fees.
While those are details of some relevance, Obie Joe is focused on the expansion of venues, and the customization of appearances for authors. Plus, for elderly books older than six months, the Speaker’s Bureau expands a book’s life and audience reach.
This again highlights the importance of authors, particularly those in nonfiction, to develop two or three topics on which you, dear author, are the speaker.
Write them down right now. Perhaps start with a chapter title, and then write down the bullet points, and then the relevant facts on each.
If your publisher does not have a Speaker’s Bureau, or if your publisher does not open the Bureau to your book, then start your own Speaker’s Bureau. Once you’ve developed that topic, put together a flier, and mail to your a target audience. Friend of Libraries groups. Lions Club. Conventions. Your only limit may be geographical.
There’s your speech. There’s your next book promotion.
There was some grumbling amongst authors about which author would be asked to speak, and who would pocket any speaking fees.
While those are details of some relevance, Obie Joe is focused on the expansion of venues, and the customization of appearances for authors. Plus, for elderly books older than six months, the Speaker’s Bureau expands a book’s life and audience reach.
This again highlights the importance of authors, particularly those in nonfiction, to develop two or three topics on which you, dear author, are the speaker.
Write them down right now. Perhaps start with a chapter title, and then write down the bullet points, and then the relevant facts on each.
If your publisher does not have a Speaker’s Bureau, or if your publisher does not open the Bureau to your book, then start your own Speaker’s Bureau. Once you’ve developed that topic, put together a flier, and mail to your a target audience. Friend of Libraries groups. Lions Club. Conventions. Your only limit may be geographical.
There’s your speech. There’s your next book promotion.
Thursday, May 10, 2007
Even book-promoting tchotchkes are cute
Seen on the wall in Octavia Books in New Orleans: a switchplate advertising the book, “The People of Sparks,” by Jeanne Deprau (Random House for Young Readers).
Cute. And effective. The book came out in 2004, and yet the switchplate still reminds a bookbuyer of the book each time one walks by.
Do tchotckes matter in book promotion?
In Obie Joe’s days in the newsroom of her city’s daily newspaper, there was a slop desk for the numerous press kits, books, products, folders, and so on. The stuff was ignored. But bring in a cake -- a very large sheet cake with Baltimore’s best icing -- and space was made, and attention was paid. Smart book publicists would spell out the author, date, time, and bookstore, and before the cake was ate, that author was sure to jump onto the page. Maybe the cake couldn’t guarantee a feature, but it did sweeten the deal for some coverage.
Another time Obie Joe was sent a huge jug of molasses. The book was written by a first time writer, and came from a small press. Plus, the topic -- about a huge molasses spill in Boston about 100 years ago -- was not guaranteed to move many outside Massachusetts.
Yet. There on Obie Joe’s desk was the book, the jug and the press release.
Oh what the hey, said Obie Joe the journalist. We gave it a book review. With photo, too.
Think about the tchotcke possibilities for your book. A heart shaped box? A book wrapped in lace? Do these work -- for eliciting a review, event coverage or feature?
Cute. And effective. The book came out in 2004, and yet the switchplate still reminds a bookbuyer of the book each time one walks by.
Do tchotckes matter in book promotion?
In Obie Joe’s days in the newsroom of her city’s daily newspaper, there was a slop desk for the numerous press kits, books, products, folders, and so on. The stuff was ignored. But bring in a cake -- a very large sheet cake with Baltimore’s best icing -- and space was made, and attention was paid. Smart book publicists would spell out the author, date, time, and bookstore, and before the cake was ate, that author was sure to jump onto the page. Maybe the cake couldn’t guarantee a feature, but it did sweeten the deal for some coverage.
Another time Obie Joe was sent a huge jug of molasses. The book was written by a first time writer, and came from a small press. Plus, the topic -- about a huge molasses spill in Boston about 100 years ago -- was not guaranteed to move many outside Massachusetts.
Yet. There on Obie Joe’s desk was the book, the jug and the press release.
Oh what the hey, said Obie Joe the journalist. We gave it a book review. With photo, too.
Think about the tchotcke possibilities for your book. A heart shaped box? A book wrapped in lace? Do these work -- for eliciting a review, event coverage or feature?
Tuesday, May 8, 2007
Drink This New Book!
(from the incomporable MJ Rose on Buzz, Balls & Hype)
"One line I can't argue with, is this one from Jim Warren, The L.A. Times managing editor, "The last industry in America to go to for any wisdom about marketing is book publishing."
And as anyone who reads this blog knows, that's a pet peeve of mine too.
As someone who spent so many years in the advertising industry and knows the value of marketing research, I continue to find it appalling how little our industry does.
For instance, why aren't we test marketing bookcovers - which are the one and only ad for 90% of all books published. It would cost so little money to set up bookcover tests via an online service and find out if the covers convey and conote what the pubisher hopes. Nope, the powers who be rely on the people who are entrenched in the business, who already know what the book is about, who are not in any way objective.
That's just one example.”
Amem, sister, amen.
"One line I can't argue with, is this one from Jim Warren, The L.A. Times managing editor, "The last industry in America to go to for any wisdom about marketing is book publishing."
And as anyone who reads this blog knows, that's a pet peeve of mine too.
As someone who spent so many years in the advertising industry and knows the value of marketing research, I continue to find it appalling how little our industry does.
For instance, why aren't we test marketing bookcovers - which are the one and only ad for 90% of all books published. It would cost so little money to set up bookcover tests via an online service and find out if the covers convey and conote what the pubisher hopes. Nope, the powers who be rely on the people who are entrenched in the business, who already know what the book is about, who are not in any way objective.
That's just one example.”
Amem, sister, amen.
Sunday, April 22, 2007
Speak Up, Author!
At a recent writers conference, Obie Joe waited with anticipation to see one of our favorite online journalists. Her wry and insightful observations about her area of expertise -- the Supreme Court -- are welcome reading during the session.
Once she began reading, though, our bewilderment began. The content didn’t match the delivery. Though her commentaries often have wit, the fun was zapped with her childlike tone.
This is not the first time Obie Joe has been baffled by the missed opportunity. We publicists spend a great deal of time on media coaching, but Obie Joe wonders if authors would benefit more from presentation coaching.
So. Obie Joe’s pointers on effective author speaking:
• inflect, but not too much, otherwise you sound like nursery rhyme time
• lose the monotone, of course, but don’t worry about that as much as misplaced inflection
• slow down. Soak in the silence, let it build the anticipation for your next paragraph.
• allow for momentum to build by sensing the audience’s mood, and allowing that to feed the next rhythm. We all know to wait for the laughter to subside, but it’s just as important to wait for audience’s interest to begin.
• use pauses.
• if you’ve got lots of dialogue, make different voices. It’s a tricky thing, though. Don’t replicate Robin Williams.
• above all, speak as though you’re telling a story -- funny, interesting, and with a point -- to your good friend.
Once she began reading, though, our bewilderment began. The content didn’t match the delivery. Though her commentaries often have wit, the fun was zapped with her childlike tone.
This is not the first time Obie Joe has been baffled by the missed opportunity. We publicists spend a great deal of time on media coaching, but Obie Joe wonders if authors would benefit more from presentation coaching.
So. Obie Joe’s pointers on effective author speaking:
• inflect, but not too much, otherwise you sound like nursery rhyme time
• lose the monotone, of course, but don’t worry about that as much as misplaced inflection
• slow down. Soak in the silence, let it build the anticipation for your next paragraph.
• allow for momentum to build by sensing the audience’s mood, and allowing that to feed the next rhythm. We all know to wait for the laughter to subside, but it’s just as important to wait for audience’s interest to begin.
• use pauses.
• if you’ve got lots of dialogue, make different voices. It’s a tricky thing, though. Don’t replicate Robin Williams.
• above all, speak as though you’re telling a story -- funny, interesting, and with a point -- to your good friend.
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