Create an Awesome Marketing Plan—Part 1: Intro

by Melissa Tagg

Melissa Tagg here. Today and for a few posts to come, I’d like to talk about the components of the marketing plan you include in your novel’s proposal. And make no mistake, you NEED to include one.

The fact is, agents and publishers are looking not just at our writing, but at us. And if they’ve got three or four equally stellar proposals representing equally amazing books sitting in front of them, then at the end of the day, if they can only choose one, they’ll pick the author with the best platform and the best marketing plan.

In other words, they’re going to go with the author who is willing to work the hardest…not just at the writing of the book, but at the marketing of it.

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What Marketing Is…And Isn’t

by Melissa Tagg @Melissa_Tagg

So, February is sort of a lovey-dovey month with Valentine’s Day and all, so it’s only fitting we continue talking about something I love: author marketing.

(If you just groaned at those two words, no worries. You’re normal. I’m the weird one.)

But here’s the thing, marketing doesn’t have to be a moan-inducing. It can even be, get this, fun. The key is understanding what good marketing is…and isn’t.

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Marketing Our Books by Theme

by Dan Walsh

A few weeks before Christmas, I had the privilege of sharing the podium with Jaimie Engle, a novelist of children’s and young-adult fiction, at a Saturday morning workshop for writers in Mount Dora, Florida. I was there to share some of the things I’ve learned about transitioning from traditional publishing to the indie world. Jaimie was there to share some tips she’s learned about marketing books. In my column this month, I want to talk more about what Jaimie shared.

Specifically, one theme. That is, getting better at marketing our books by their theme.

It’s something I’ve believed in for some time and have even practiced. Hearing Jaimie, reminded me how important and effective this kind of marketing can be, especially for an indie or hybrid author. What is, “Marketing by Theme?” Let me define it by sharing a little of Jaimie’s story.

She writes in the children and young-adult fantasy, sci-fi genre. Jaimie shared how, at first, her book sales were okay but not great. Then she got the idea, rather than to just keep pitching her books the old fashioned way, she would zero in on the main message or theme of her story. Her first novel, Clifton Chase and the Arrow of Light, deals with the subject of Bullying. She actually wrote the book to help her young son who had been bullied at school.

As you know, bullying is a HUGE problem in schools today, public or private. It’s a topic constantly in the news and a challenge most parents of school-age children will deal with at some point in their children’s lives. Jaimie began to market the book and herself as a speaker, focusing on helping children (and their parents) deal with bullying. Suddenly, she began getting all kinds of opportunities to speak about this in a variety of venues, including public schools. AND…not surprisingly, after hearing her speak a lot more people wanted to buy her books.

If you’d like to check out Jaimie’s story for yourself, or her books - CLICK HERE.

What’s My Theme?

Some fiction novels may not have a strong, central theme. Some of us may simply write books to entertain and tell interesting stories. But I’m sure a lot of us do have strong themes in our hearts: topics, messages, maybe even scriptural truths we want to communicate through our fiction stories.

The idea is to spend some time focusing in on that theme(s) and figure out who our best target audience is. Who really needs to hear the message, or theme, unveiled through our story? What would be the best way to make those people aware of the reasons why this is a book they would absolutely enjoy. More than that, a book that might even benefit their lives in some significant way.

I’ll use my novel, Rescuing Finley, as an object lesson. At first glance, someone might think, “Oh, what a nice, heartwarming dog story.” If you read some of the 343 Amazon reviews (4.8 Star avg, in case you're curious), you will see lots of people saying this about the book. But if that’s all the book was, I could only market it to dog lovers.

But that’s not all Rescuing Finley is about. It also talks about some major, cutting-edge themes going on in society right now. For example, did you know that--on average--20 Iraq/Afghan war veterans are committing suicide every day in the US? Most of them dealing with severe PTSD issues. It's a horrible tragedy. Millions more vets and their family members are struggling with PTSD-related challenges on a daily basis.

I became aware of this through my wife’s experience as a certified dog trainer, through a program at our local prison. This program takes dogs from a rescue shelter and pairs them up with inmates who train the dogs. When the training is done, they are given absolutely free to military veterans to serve as companion dogs. It has been proven that these dogs literally safe veterans’ lives. Programs like these are popping up all over the country, because of the amazing and life-changing results.

As I researched this, I got a great idea for an inspirational, romantic novel. So, I wrote it. But Rescuing Finley is not just for dog lovers (although dog lovers are clearly loving the book). It’s also a great book for millions of military veterans and their family members, especially those wrestling with PTSD. The novel even includes themes that would really encourage people who work with rescue dogs or in programs that help rehabilitate prison inmates.

Think about your novels. Are there any central themes you could zero in on that would provide fresh marketing opportunities for you?

TWEETABLES

Marketing Our Books by Theme by Dan Walsh (Click to Tweet)

Who really needs to hear the message~ Dan Walsh (Click to Tweet)

Are there themes in your books that provide fresh marketing opportunities?~ Dan Walsh (Click to Tweet)

Dan Walsh is the bestselling author of 17 novels, including The Unfinished Gift, The Reunion and When Night Comes. He has won 3 Carol Awards (finalist 6 times) and 3 Selah Awards. Three of his books were finalists for Inspirational Book of the Year (RT Book Reviews). Dan is a member of ACFW and Word Weavers. He lives with his wife, Cindi, in the Daytona Beach area where they love to take walks and spend time with their grandkids. Click here to connect with Dan or check out his books.

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Who You Should Vote For

Dan Walsh is the bestselling author of 16 novels, including The Unfinished Gift, The Reunion and When Night Comes. He has won 3 Carol Awards and 3 Selah Awards. Three of his books were finalists for Inspirational Book of the Year (RT Book Reviews). Dan is a member of ACFW and Word Weavers. He lives with his wife, Cindi, in the Daytona Beach area where they love to take walks and spend time with their grandkids. Click here to connect with Dan or check out his books. 

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Did my blog post headline catch your attention? That was its objective. Of course, I’m not actually going to tell you who to vote for. Not in a forum like this. That would be stupid. Right off the bat, I’d lose half of you. First, I’d lose the ones who plan to vote for the other person. Then I’d lose a bunch more who might even agree with the person I’m suggesting, but don’t think this is the place for someone to talk politics.

After all, this is a Writers Blog.

To be honest, I’m putting this blog post under the heading of “Marketing Tips” not politics. Let me explain what I mean. I’m 59 years old. Not quite a senior citizen, but almost. I’ve been paying attention to politics pretty closely since the Watergate scandal broke in the 70s (when Nixon was forced out of office). That’s a good long while.

I think I can say, I have never seen a presidential election quite like the one we’re facing right now, between Trump and Hillary. I’m not sure I’ve ever seen the country as polarized as it is now. Or have seen political conservatives (of which I am one) get so upset and worked up about so many of the issues we’re facing now (and about the candidates they think are the best people to solve them).

Let’s just say, it’s been pretty interesting scrolling through my Facebook feed.

For the first time in a long time, I’ve had to click the “Un-Follow” button several times, to stop receiving an overdose of nasty, angry posts clogging up my feed. Some of these folks were people I had considered “writing friends.” It’s because of this, I thought I should speak up here with some friendly advice.

If you are an author writing books you hope will be bought by members of the public, you should be aware that if you make people feel angry or stupid by things you say on Facebook or Twitter, they probably won’t buy any more of your books.

I’m not saying you should shut up completely, or never say anything about a candidate or issue you support, or against one that you oppose. You have that right. It’s a free country. I believe in free speech. But I also believe it’s wise, if you do so, to always do so with respect for others. Even others whose positions or candidates you disagree with.

If you make them angry, or make them feel stupid…to me, that’s just plain stupid. How do I know this? There are several Hollywood movies that have come out in recent years, movies I probably would have wanted to see (and paid to see), but refused to support because the liberal stars of these movies had come out publicly saying horrible things about some of my conservative views. Had they kept their mouths shut, or even shared their concerns with respect, I would have happily paid the money and bought a ticket.

I suspect this very thing goes on all the time when people are buying books, especially in an election season like this. So my advice? If you must speak out on political matters, be very careful. Don’t knee-jerk react. And always be respectful, especially to those with whom you disagree.

Who knows, they might still buy your book if you treat them right. But they most certainly will not if you make them feel angry or stupid.

 

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Indie Corner - Should You Pay to Advertise Your Book?

Dan Walsh is the bestselling author of 16 novels, including The Unfinished Gift, The Discovery and When Night Comes. He has won 3 Carol Awards and 3 Selah Awards. Three of his books were finalists for Inspirational Book of the Year (RT Book Reviews). Dan is a member of ACFW and Word Weavers. He lives with his wife, Cindi, in the Daytona Beach area where they love to take walks and spend time with their grandkids. Click here to connect with Dan or check out his books. 

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Let me say 2 things right up front: First, I mentioned in my headline that this post is for “Indies,” but traditionally published authors are welcome to read it. Although, having been one myself (for 13 novels), I’m not sure why you’d want to. Spending your hard-earned book money on a product where at least 80% of the return would go to others (the retailer and publishing house), seems like a losing proposition. 

Secondly, if you are an indie or hybrid and wrestling with the idea of spending some of your hard-earned book money on advertising, you might want to read my first post on this topic written in Novel Rocket back in January. CLICK HERE to read it. At that time, I had learned how to use advertising (especially on Facebook) a few months earlier and talked about becoming more serious and deliberate about doing this in 2016.

That was 4 months ago. I've advertised consistently since then and have learned some additional things to share. Part of the reason I chose to revisit this topic is seeing so many active discussions about it among indies on social media.

Now let’s consider some new thoughts, especially thoughts about spending money to promote your book. I know there are things we can do to promote our books that don’t cost actual dollars, just hours of our time. We can blog about our book, go on other people’s blogs to promote it (I’m doing a little of that right here), we can tweet about it, or even create fun little ads and post them on a myriad of free Facebook groups. I've done all these things myself.

Some of them have proved to be fruitful. Others, a complete waste of time. And speaking of time…isn’t it really something of a myth to say that we do all these things “for free?” There is something in business called the money-value of time. In short, it means your time (especially when working) has monetary value. All the hours we spend doing these “free” things are hours taken away from writing and rewriting and all the other essential tasks an indie author must do to be a success.

The idea of advertising--if it's done effectively--is that the ads are doing all kinds of work for you. Actually, if done right, they should be doing a much better job of promoting and selling your books than you could do on your own. The money spent should provide a return that pays for the ad and nets you even more money besides (called ROI, return on investment). Not to mention, all the new readers that are reached because of the ads (who may have otherwise never heard of you or your book).

Here is a screen capture of an ad I created for Facebook (it's essentially the same ad I began with back in January) for my novel, Rescuing Finley.

I spent a few hours creating it. Since then, I've "hired" Facebook to get this ad into the Newsfeed of readers. Not just any readers, but specific readers who are very likely to already be interested in a book just like this. It's called a "Targeted audience."

I asked them to show it to people who they know have already expressed strong interest in Dogs, the Humane Society, and who also own Kindle devices or apps (turns out, about 2.5 million people on FB match that criteria). 

When they click on the "Learn More" button, they are taken to a "landing page" on my website (CLICK HERE to see it). This page shows the full cover of the book, highlights some great reader reviews, updates the number of reviews and Stars (which is now up to 167, still at 4.8 avg), and gives them a chance to click on a big Amazon button, which takes them right to the Amazon page where they can buy it. I also have a link embedded on this page that tracks everyone who visits, so I can re-visit them specifically at a later date (like when my next book comes out).

I'm slowly making my way through this 2.5 million target audience. Here's a graphic to show how the ad did just last month:

See that number? 17,878 people have seen this ad for my book just in the last 2 weeks of April. See that little light orange shading in the beginning of that darker orange bar? If I hover my mouse over it, it tells me these are the people who saw my ad "organically." Meaning, for free. The darker orange area shows who saw it because of the money I was willing to spend. Turns out, the ad only reached 1,250 people on its own. That's nice. But an additional 16,628 people saw the ad because I paid FB to show it to them.

The result? I had a 90% ROI on this ad last month. Meaning, I made enough sales to pay for the ad, plus receive 90% more money for myself. I didn't have to spend hardly any time on this. I also added around 300 brand new readers (many of whom are now checking out my other books). These readers and I would have never connected.

I've just done some additional Facebook ads last week promoting my brand new release, Remembering Dresden (just came out this past weekend...the cover is the first pic above on the right...CLICK HERE or on the title to check it out). For these ads, I used the Boosted Post feature. No time left to give you the details, but I made over a 500% ROI on these boosted posts in sales.

Well, that's my update. Feel free to ask questions. If I can help, I will.

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A Free and Effective Book Marketing Tip

Dan Walsh is the bestselling author of 15 novels, including The Unfinished Gift, Rescuing Finley and When Night Comes. He has won 3 Carol Awards and 3 Selah Awards. Three of his books were finalists for Inspirational Book of the Year (RT Book Reviews). Dan is a member of ACFW and Word Weavers. He lives with his wife, Cindi, in the Daytona Beach area where they love to take walks and spend time with their grandkids. Click here to connect with Dan or check out his books.

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A few upfront thoughts…

The free marketing tip I’m about to share is really only for 2 groups of writers: Indies and Hybrids. If you’re a traditionally published author (only), read only if you’re in the mood to become frustrated (because you can’t act on anything I’m about to say; believe me, I’ve tried).

For indies and hybrids (hybrids, I’m referring to the books you have control over), I won’t leave you in suspense. The tip is simple. I’ll state it in the form of a question: “Are you using the front and, especially, the back pages of your book effectively?” I’m sharing this because, when I first started out, I wasn’t. I’ve since learned these pages offer some excellent marketing opportunities, if you do them right. 

One of the great benefits of being an indie is the flexibility to fix your mistakes (once you see them). We can simply make the corrections, re-format, then re-upload the book. I should also say at the outset, most of what I’m going to share works best with ebooks (some of this works with print editions, some of it won’t).

Front Page Tip #1  - One of the best tips I’ve read about the front pages is…since most online stores like Amazon offer readers a free glimpse of the first several pages of your book, use them wisely. Don’t fill them up with all kinds of legal mumbo-jumbo and unnecessary intro information. If you do, you’ll cut down on the number of actual story pages they can read. As quickly as possible, get them to Chapter 1 (or your Prologue, if that’s how your book starts). Some of this “legal mumbo-jumbo” is important. If so, put it in the back of the book, not the front.

Of course, this tip assumes you’ve worked hard to create a great hook in your opening line and first few paragraphs. And that, by the end of Chapter 1, the reader is absolutely under your control and compelled to read the rest of the story. If your first chapter is dull and boring, feel free to ignore this tip and fill the front pages with as much clutter and nonsense as you please.

Front Page Tip # 2 - Create a brief 1-paragraph Author’s Note that draws their attention to the important things you’ve placed in the back of the book for them. Get them thinking right off the bat that you have more in store for them once they finish the book. What kind of things should you mention? For starters, the things I’m about to share with you regarding the Back Pages.

Back Page Tip # 1 - If this is the first book in a series, paste in the first chapter or two of the next book in the series (again, assuming they are flawlessly written and would totally hook the reader). Immediately after that, provide them a link so that with 1-click they can buy the next book. If the next book isn’t out yet, provide the link to the pre-order site. If the book isn’t ready for pre-order, write a brief paragraph that highlights your email newsletter, letting them know this is the best way you can inform them when the book is released. Then provide a link to your newsletter.

If the book is not in a series, follow the same advice above except draw their attention to other books you’ve written in the same genre (and provide links that take them right to the page where they can buy them).

Back Page Tip # 2 - Create a page that politely begs for them to leave a customer review. Explain how important reviews are and the connection they play to your ability to keep writing books like the one they’ve just read (and absolutely loved). Then provide a link so that with 1-click, they will be taken right to the place where they can leave a brief 1-2 sentence review. What if the book isn't written very well and the ending isn’t all that satisfying? Should you still do this (won’t that be inviting a bad review)? I wouldn’t worry. Because if that’s true, they’ve probably stopped reading before they get to this page.

I’ve put a "begging page" like this in the back of my first 2 indie novels, and I’m seeing wonderful fruit from it. My first indie novel, When Night Comes, now has 239 reviews (4.5 Star avg) after being out just over a year, and my second novel, Rescuing Finley, has received 95 reviews (4.8 Star avg) after being out only 3 months.

Certainly, not every reader will leave a review but some of them will. Reviews from actual readers are simply the best.

Well, I have many other wonderful tips I could share, but this is a blog post. Experts say, you’re already beginning to lose interest because it’s too long. But if you have any great tips to share with other indies and hybrids, please leave a comment.

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"Two Types of Marketers" (Which One Are You?)

Have you heard this?
"There are two types of people--those who come into a room and say, 'Well, here I am,' and those who come in and say, 'Ah, there you are.'"*

The first--Type One- is focused on self. Type Two is other-focused.
I suggest that, as we market our books, we are too often TYPE ONE.

 Not sure? Put the question this way, "Does my marketing feel like I'm trying to shout and get attention in a busy room? Which type do others   perceive me as?" 

Having just put out a new release, my tendency is to be the first type. I want to rush into a room and shout, "Look! My new book is out! Look, look, look!!!" All I'm doing is focusing on me and my work. Despite my natural excitement, that method isn't going to sell many books.

A better alternative, according to Rob Eagar, marketing coach, is to cease trying to sell your book altogether.
You read that right.

CEASE.
TRYING.
TO.
SELL. 

But then what, you ask, am I to do? How am I to help move copies as my publisher expects me to? And how will my book sell if I don't market it? 

Become Type Two. Know what you offer and find the readers who need what you've got. Then, let them know how your book meets their need. This is quite different from "selling" to them. Instead, you're helping them discover your benefit to them.

You've heard it before: "Know Thy Reader." If we don't want to come across as the "Here I am," author, it is vitally important that we do.

Rob puts it this way: "Ask yourself, 'Who needs my value (the message of my book) the most?" Conversely, "Who stands to lose the most if they never get (my message)?"** While these questions are especially important for authors of non-fiction, even fiction authors can use these parameters to find their ideal readers. 

For example, my newest release, PULSE, is YA fiction. I could focus my marketing by searching out all the places on the web that YA fiction readers hang out and try to show them how my book fits their dream read. However--that's sort of like walking into the room and shouting, "Here I am! Look at my book!" That would make me a Type One marketer. 

The solution: By asking who needs my book MOST, I found that a small niche of YA readers fit the bill. (Those who want suspense, not just teen angst or romance.) Another niche of readers, preppers, fit the bill. A third niche of readers, patriot gun-totin' types, also fit the bill. So now I have three niches of readers who can benefit from my book, because it is a post-apocalyptic scenario that appeals to all three niches. The YA readers get three teen protagonists to root for, suffer with, and eventually triumph with. The preppers get to see how a family that included prepping in their lifestyle came out way ahead of the general population during a national disaster. The patriot types get to see the same family defend themselves successfully. There is soul-searching and God-discussions to make Christian readers who like this sort of stuff happy. 

The bottom line is that people in these niches don't just like such books. They LOVE 'em. Using Twitter as an example, I can tiptoe into the room and show my readers that I'm one of them. When I send out a tweet to the first niche, I use the #YA #Suspense #Christian #Fiction hashtags. Same for my posts on Goodreads. When I want to show the second niche what they're missing, I send out tweets with #Prepper #Fiction #Apocalypse #YA in them. For the third niche, I send out #Patriot #Gunrights #Fiction #YA. But using these hashtags alone isn't enough. I wrote out a list of twenty to thirty tweets to use for each individual niche of readers. In each tweet, I show them a benefit to reading the book. A benefit that appeals to THEM. 

I'll share three of my tweets, teasers, one for each niche, so you get what I mean. 

For YA Suspense fans: 
Feeling safe in your apartment building? So did 16 y.o. Sarah--until it happened. #YA #Suspense #Fiction #Christian http://amzn.to/1J7CybR.    (Link to the Amazon book page.)

For Preppers:
"Opening a #storage bucket, I got hit with a reality check--if not for these, we'd face hunger." #Prepper  #Apocalyptic #Book http://amzn.to/1J7CybR.

For Patriots:
"I'd enjoyed #shooting as a sport--but would we really need our #firearms to save our lives?" #Patriot #gunrights http://amzn.to/1J7CybR

Teasers are only effective if they hit the "tickle" spot for the niche you're trying to reach. Readers of YA Suspense love an element of danger, so I include that in my tweets. (The book oozes with it. Don't make promises in a teaser that your book won't meet.) For the preppers, the book affirms their world-view. (SOMETHING is gonna go down, sooner or later, and you'd better be ready!) For the patriots, the same holds true. (They just KNOW that the proper use of firearms is one day going to save their lives and maybe the lives of their families.) For each of these groups, there is affirmation in store when they read PULSE.

How do I know this? Because I'm a YA reading, hobby prepper, licensed carrier of a gun! (Gasp! Yes, me. It's my alter-ego to the sweet historical romance writer.) 
I KNOW my audience. I can walk into a room and say, "Ah, there you are." 

Now. Can you do the same?  

*Quote by Frederick Collins
**From, Sell Your Book Like Wildfire, by Rob Eagar


Linore Rose Burkard is best known for writing Inspirational Romance. As L.R. Burkard  she writes YA Suspense, and is working on the sequel to PULSE, Book One in the PULSE EFFEX SERIES. Find out: Can an EMP (electromagnetic pulse) really happen? Linore talks about it over at the website companion to PULSE. Click menu option: INFO.  

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Library Evangelism

A Marketing Idea

by Linore Rose Burkard

 In the quest to market books, we authors sometimes miss the obvious. Maybe if it's simple we don't think it can be worthwhile. Or, if we are a whiz at online footwork, perhaps we forget that real world steps can also add up to books sold. One such offline activity that I recommend is library evangelism.

Let me tell you, first, what it isn't.

Library evangelism is not standing outside your local library with a sign that says, "THE END IS NEAR!"
It is not handing out fire-and-brimstone tracts to patrons. (Even if your book is apocalyptic fiction, both of these things may offend the librarian and are probably illegal to boot.)

It is nothing like that. It is beneath the radar, perfectly acceptable, but purposeful; and its benefits, for those of you who like numbers, is not measurable. But wait til you hear the benefits.

What It Is 

My library (and yours) will usually buy any book you request, as long as it is not already on the shelves. Some may try to find it for you in a nearby library, in which case you inform them that you really want THIS library to own a copy. When my kids were young (and I had an avid reader or two) the cost of feeding their fiction habit was prohibitive. Our local library on Long Island was a good library, but Christian fiction was not bursting from the shelves. We began putting in requests for them to purchase more of it--and lo and behold--they did!

How to Do It

First, determine if the libraries nearest your home have stocked your book. If not, there is no need to beg, whine, or otherwise cajole the acquisitions librarian to order it. You simply go to the reference desk and submit a request (it can be a sticky note with the title, author and ISBN, but even the title alone will suffice.) Say to the reference librarian: "Could the library buy this book for me? It isn't on the shelves." They may scrutinize the title you want, and check the on-line catalog, and they may frown throughout the process, but don't worry: I haven't had a title turned down, yet. 

If you're the shy type, have a friend make the request(s). But the idea is that libraries are often quite happy to stock books they KNOW their patrons want, and will try to accommodate your request if they can. Sure, it's only one copy, but you don't know how many readers you may gain by this exposure, who may then go on to either purchase the book for themselves (if they really loved it); or purchase other of your titles. Some authors fear that library copies may diminish book sales, but I don't share that view.
As a reader myself, I have discovered many wonderful authors at the library, and almost always have gone on to purchase books by them.

Why Call It Evangelism?

If every Christian, not just authors, and not just home-schoolers, would routinely request the purchase of Christian reading material for their libraries, evangelism happens! We all know there are boatloads of dark, (dare I say, even demonic) books out there, particularly for the YA group, and increasingly, for everyone.  So even if you aren't the "evangelizing" type, you can ask your library to buy a solid Christian book and get some godly reading that anyone can stumble upon, onto the shelves.

Personally, I find this thought exciting. There are kids who scour the shelves looking for something good who may find your children's book and discover God. (If you write a series, you REALLY need to ensure that the library is on to it, because they will probably end up buying each book in it--even if you don't request it.)
There are women who devour romances and can't get enough. Are they not really seeking to fulfill a deeper longing? What they need is God--if your Christian romance is on the shelf, they may give it a try and get more than they anticipated. Imagine the Holy Spirit moving; a heart that was cold coming alight, because your book was there to show the way! 

Alternatively, if you meet someone who seems unlikely to purchase your book but has expressed interest, tell them to check their local library, and to request the book if it isn't already in the catalog or on the shelf. Business cards with your book's information are perfect for this use. They can simply hand it to their reference librarian when making the request. This can get your title into libraries that you don't personally access.

There is nothing under-handed about this. It is being wise as a serpent but harmless as a dove. (Mt. 10:16)
It is library evangelism. And it just may snag you a bunch of new readers.

Have you requested a purchase by your library? Ever been turned down?  Please share your experience with us!


 
Linore Rose Burkard is best known for historical regency romance with Harvest House Publishers, including Before the Season Ends, the award-winning The House in Grosvenor Square, and, The Country House Courtship. As a writer noted for meticulous research as well as bringing people to life on the page, Linore’s books delight fans of historical romance with humor in the vein of Georgette Heyer, and with Austen-like manners.  Linore teaches workshops for writers with Greater Harvest Workshops in Ohio, is a homeschooling mother of five, and has recently finished a YA novel. Keep up with Linore by subscribing to her free newsletter at LinoreBurkard.com


     

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Triple Threat Marketing. Or How Not to C4 Your Marketing Attempts ~ Kelly Klepfer

Triple Threat or How Not To C4 Your Marketing Attempts

by Kelly Klepfer

Many authors have to do the majority of the marketing for

their books. Actually, let's just say all y'all do, some just have a little help from the pros.

One of those huge areas is securing reviews and influencers.

In case you need a refresher on dealing with reviewers, let me give you some behind the scenes help.

1) Searching for the Landmines

Most respected reviewers are sought after. I get at least thirty-five requests a week to review books. I can read, at best, two books a month. That leaves a lot of requests denied. My advice to those of you who need reviews and get a no from the reviewers you'd love to read your novel is to find newer reviewers who are honest, respectful and like your genre.

How you find these reviewers? Search out titles that are similar to your story and find reviews that meet your checklist.  Dig a little deeper and see how long the reviewer has been at it and how often she/he reviews. Authors who want to be published often go the review writing route first so they know a little about publishing and can write. Look for someone who has been reviewing on Amazon for about a year or two and has climbed pretty high on the top reviewer list. That's a good sign because it means people/customers read that reviewers opinions and consider them in their decision to buy or not buy. A really popular reviewer is going to get scads of offers though, so you want to find ones who are heading toward popular but not quite there yet for the quickest turn around.

2) Watch Your Step

Most reviewers have likes and dislikes. I don't really care for heavy political thrillers or sci-fi because I have a tendency to shut down when names, terminology and techy things are thrown at me. I also get a little gaggy when it comes to romance and Amish fiction. I know. I know. Un-American or something along those lines. But it is what it is. I'm very likely not going to love your book if you fall into those categories.

Find someone who loves books like yours. If you write clever dialogue or snarky characters or can make me cry with the depth of your prose, then I'm your gal. Feel free to use this when running your book past me. If you offer a reviewer a book he/she won't like, you won't get a good review and you might be burning a bridge. If you come upon an idea that would be his/her cup of tea in the future but you are under "tricked me with that stupid romance" in his/her memory banks you might regret the charcoaled remains of the bridge.

3) Put on Your Seatbelt and Big Kid Underoos

I don't need a thank you. If I loved a book that is thank you enough. But what I definitely don't need, what is completely inappropriate, and what is not burning bridges but C4'ing them into oblivion is suggesting that I didn't "get" a book, and that you'd like to explain it further to me. If it's written and published you've had your chance.  Another dynamite comment would be " if you would make a tweak of your review that would be awesome."    

Why is this an issue? Well, by seeking a review you are taking a chance that reviewers won't love or get you. Reviewers are representative of readers. Not everybody is going to get you, like your story, your sense of humor or your favorite outfit. It is what it is and you give up all control once your book is in the hand of the reviewer. Keep the lid on the gasoline can and respectfully and silently agree to disagree.

This might be a new thought for you as authors: my reviews are written for my audience, and yours. Readers. I believe that the majority of reviewers would agree with that statement. Otherwise reviews would be blurbs and wouldn't necessarily be considered in whether or not to part with money for a book. What I would like to know about a book before I buy it is what I like to share with readers. I do my best to do this kindly. I will not write a review on a book I don't like at all. I review books I'd buy or think others would find worth reading. But what I write -- with the exception of mechanical issues like the spelling of the author's name -- is my opinion of the book. If I am asked to reassess or change my review I am very, very unlikely to read any more from that author. Yes, I have been challenged, and yes, it is really annoying and no, I will not change a review and yes, I have put that handful of authors in my "don't go there" file.

Here is an additional marketing bonus tip. . . and you might be surprised at how often this is an issue. When you agree to do something to market your book, follow through. A blog post, an interview, a review of your work are all bridges to relationships with other folks in the industry and ultimately to your readers. Your choices, even the tiny ones, can honestly make a huge difference in your career. Be responsible, reliable, professional and humble. It will take you far.

Bio: Kelly Klepfer finally figured out that she loves to learn. And then share what she's learned with others. She reads and reviews and manages Novel Reviews because there is much to learn about life from fiction. Her own personal journey includes a zany mystery novel in process, co-authored with Michelle Griep, violin lessons, and cooking, baking and making some serious messes. Kelly shares about her life at Scrambled Dregs blog, in a collection of randomocity, recipes and her lessons learned.

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Interview with Heather Day Gilbert, Author of the Indie Publishing Handbook

(~from Heather Day Gilbert) This is an unusual post, because it's actually my last post for Novel Rocket as a member of Ground Control. I've LOVED my year at Novel Rocket, interviewing people and sharing indie information with readers. But as my own indie career lifted off (a little rocket humor there), I realized I had to pull back on blogging and focus on writing/publishing books.

Friend and follow indie author Ron Estrada agreed to ask me some final indie-oriented questions for this interview. I appreciate his willingness to do so and will share that with you below.

Here's a little bio on who I am so you can find me on the web, post-Novel Rocket. :)

Author Heather Day Gilbert

HEATHER DAY GILBERT has independently published four books. Her debut novel, God's Daughter, has remained on the Amazon Norse Bestseller list and Amazon Norse Top-Ranked list for over one year. Her contemporary mystery, Miranda Warning, is the successful start to the Murder in the Mountains series. Her Indie Publishing Handbook: Four Key Elements for the Self-Publisher shares focused advice on four key steps in the indie publication process. You can find Heather at her website, heatherdaygilbert.com. She is also active on Facebook, Twitter, and Pinterest.

Indie Publishing Handbook: Four Key Elements for the Self-Publisher on Amazon

About Indie Publishing Handbook: Four Key Elements for the Self-Publisher: 

Are you dreaming of your own career as an independent author and self-publisher? 

This concise handbook covers the four key elements every self-publisher must oversee for successful book publication: (1) editing, (2) creating cover art and blurbs, (3) formatting and uploading books, and (4) marketing. Focused advice will help you maneuver these key elements, whether you outsource or learn to master them yourself. 

You'll also find a bonus section with practical tips from seasoned independent authors. 

Indie Publishing Handbook: Four Key Elements for the Self-Publisher is your one-stop for basics on everything you need to get started and excel as an independent publisher.

Indie Publishing Interview with 

Author Heather Day Gilbert

by: Ron Estrada

RE: What should an unpublished author consider before going indie?

HG: Great question. I would say costs could be a factor, but then again, it is possible to indie publish at a relatively low cost if you can do things yourself or exchange services. My debut novel was produced for...I would say under $200. Maybe more like $100. But I was blessed with a brother who designed my cover and agent edits. Not to mention a crit partner who helped me upload and showed me how to format.

My debut novel, God's Daughter

But the primary thing to consider is the time commitment. You need time to make sure your edits are in place; time to land on the perfect cover; time to upload your books and check proof copies of softcovers; and MOST of all, you need to have time to market.

Yes, you can streamline the process for sure. But for that debut novel, you want to take time to nail all the four key elements covered in my Indie Publishing Handbook (editing; cover art/blurb; formatting/uploading; and marketing) as best you can right out of the gate.

RE:  I always hear “You have to write a series!” But I prefer to write stand-alone books. Will I have trouble being successful as an indie?

HG: You know, just a couple of months ago, I would've said yes, series are the only way to go. It's true, series can boost sales, especially if you have several books to release in a short period of time. It's also true going permafree (permanently free, as Traci Hilton talked about in this excellent Novel Rocket post) with your first in series can drive sales to the rest in the series.

BUT. Lately I've seen fellow indies find success with standalone books. Sally Bradley's Kept, for example. What happens with a standalone is that you don't limit yourself to one genre, and you're not releasing only the first in series, which leaves readers hanging on the line waiting for the next. I should know--I've done that twice! I have two starts to vastly different series out (Viking historical and Contemporary Appalachian mystery). I have readers waiting for the next books in both, and I probably ticked some off when I announced I was following up on the mystery series this year and putting off the Viking sequel until 2016-ish. ;)

So short answer long, I would recommend doing a series if you have at least two books ready to roll in pretty short order. However, even if you don't have two books in the series, sometimes it's just about stepping into the pool and getting your feet wet. Any book out (whether the start to a series or standalone) is a book in your repertoire, able to garner readers, so just make sure it's a humdinger! 

RE: Where and how should I market my self-published books? The options are overwhelming and I have so little time.

HG: Oh, dude, I hear that. I'm telling you, I've been marketing my books non-stop for over a year now. I watch the sales and when the numbers dip, I (obsessively) start casting around for a new marketing angle, be it a new review site, taking out an ad, running a special or giveaway, etc. It's exhausting and I'm officially pulling back on that draining "technique."

I really think it's different for every book, every genre. (Click to Tweet!) For me, I was blessed by going with a Christian review site (The Book Club Network). Although there was expense involved, such as sending out softcovers, it was well worth it to latch onto new and enthusiastic readers.

One of my other most successful techniques was ye olde going free on Amazon. Many say it's becoming passe, because people already have too many free books loaded on their e-readers. However, if you advertise at free book sites such as ENT (E-Reader News Today), you can find many new readers and simultaneously garner a number of reviews.

However, you run the risk of getting low reviews from readers who load random e-books without reading blurbs or sample chapters. It was a risk I was willing to take, but now that I'm about three books into the process, I've decided freebies aren't going to be part of my marketing arsenal so often (though I'm not eliminating the possibility of permafree with a first in series). But for the debut author, freebies and giveaways (such as softcover giveaways on Goodreads or on a blog tour) can be invaluable and build your readership quickly. 

One final strategy: as much as possible, be everywhere. I know that's literally impossible, but when you share pinnables and quotes from your book, when you tweet about your book, when you do an extensive blog tour, you'd be surprised that people often find you instead of you having to go out and find them. This is how I was contacted by a Canadian museum and also by a park in Colorado. Indies can reach all over the world with our books, which is so amazing to me.

So, bottom line: it's a hit and miss process. I would just recommend not spending big bucks right off the bat, as you're building your initial pile of royalties from that debut novel. Then for your second book, you'll have more income to play with. Of course, this is assuming you're as strapped for cash as I tend to be. LOL.

RE: Should I self-publish print books as well? 

HG: I really think it depends on the intent of your book and the reader demographic. For example, with my fiction, I'd be a fool not to get softcovers, because I do book signings and they demand it. Also, my local readers tend to read softcovers. Finally, my readers are ready to purchase softcovers the minute I announce the book has released (I love this! But I was unprepared for it with my debut. It took me a few weeks to get my first softcover loaded/proofed and some of the buzz had dropped off by then).

However, for my Indie Publishing Handbook, I decided to go e-book only for launch. This is because I assumed authors considering indie publishing would have to have to know how to navigate e-readers anyway! LOL.

But on the other hand, if I ever take my Indie Publishing Handbook to a writer's conference, I might try to get a softcover version up for distribution. That's what I mean by discerning the intent of your book.

RE: How do I design a cover?

HG: Cover art is definitely so important. I talked in my Indie Publishing Handbook a bit about opportunities that came my way based on cover art alone. For your debut, I'm convinced you want to produce the strongest cover you can afford.

I know some indie authors who design their own covers and they are amazing. Authors like Jan Thompson (Jane Austen Upside Down); Krista Phillips (A Side of Faith); Becky Doughty (Elderberry Croft); and Joanne Bischof (This Quiet Sky), just to name a few. These authors have what I call "the eye." It's a gift for putting together a visually pleasing cover that will sell.

I, however, don't possess this talent. So outsourcing covers is a must for me. This can vary in cost, from $200-$1000 or even more.

When you work with a cover artist, I think it helps to have your book completed, so you can identify running themes, key characters, etc. A good cover artist can ask questions, send you appealing comps, then design a cover that fits the mood of your book and places it recognizably in its given genre.

Personally, I want a cover that would stop ME in my tracks, because I write what I want to read. (Click to Tweet!) And yet it's always great to get outside input on your cover, whether it's from your crit partner, your Facebook followers, or an objective group.

However, keep in mind, indie authors can change covers if they feel their cover isn't working for some reason or another. For instance, I recently re-did this original Miranda Warning cover:

Original Miranda Warning cover

I had detailed in this Novel Rocket post how my brother and I developed the first cover, above. But because it was the first in series with the same main character throughout, it was going to be difficult to replicate covers with the same model. I needed to go in a different direction, and my brother didn't have time to do a re-do. So I hired a cover designer to come up with a more nature-oriented cover template for the entire Murder in the Mountains series.

This was the finished cover, and I'm very happy with the flexibility it gives us for future covers in the series:

Final Miranda Warning cover, now on Amazon 

Thank you for the questions, Ron! I just want to say another huge thanks to the Novel Rocket crew for letting me jump on board for a year. I've followed this site since I started writing and I will continue following it for relevant info on all kinds of writerly subjects. A special thanks to Gina Holmes and Ane Mulligan for helping me any time I needed advice on a post!

***Finally, comment below by January 22 to be entered to win a free Kindle copy of the Indie Publishing Handbook: Four Key Elements for the Self-Publisher! (Click to Tweet!) Be sure to leave your email address so I can contact you if you win!***

All the best to you Novel Rocketeers! Rockettes? Rock on! :)

--Heather

Ron Estrada has multiple published magazine articles, including a regular column in the bi-monthly Women2Women Michigan. He also freelances as a technical writer, specializing in white papers for manufacturing and consumer products. He writes spec fiction, hovering somewhere between post-apocalyptic and dystopian fiction (he prefers the term pre-Last Days), but has also dabbled in Mystery and Suspense. He will be releasing his first YA novel, Now I Knew You, in February 2015. His real-writer’s blog can be found at RonEstradaBooks.com.  You can e-mail him at rmestrada@ameritech.net or catch him (at pretty much any time) on Facebook. Twitter handle is @RonEstrada. CB handle is God’s Gift. 

                                                                                                                                           

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