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.
Friday, June 22, 2007
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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