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Book Marketing sign postIt wasn’t that long ago that the biggest challenge for a writer was getting published. Clearly that has changed because now there are four paths to publishing which I have written about extensively. So getting your book into the hands of readers is not the obstacle it once was. Now what I hear from authors is confusion about how to market their books. They seem overwhelmed or not sure where to start.

Knowing this POEM will help you.

So in this blog post I want to give you a simple framework and acronym for how to think about book marketing that will take some of the mystery out of the process. Any good integrated marketing campaign has four key activities. Publicity. Online. Events. Multi-Media. That forms the acronym POEM, which is an easy way to remember what you need to do.

Publicity is using the traditional media to make sure people know about your book. By traditional media, I mean newspapers, television and radio. To be effective in this activity, you need to be clear on the elevator pitch for your book and the audience you are trying to reach. Tactically, you will likely need a press release and a simple media kit you can use to pitch producers and journalists. The key with publicity as with the other categories is being clear on what you are going to do and what you need to hire someone to do for you.

On-line is perhaps the biggest opportunity for all authors. I believe a key element is having a blog. This is a way to create an ongoing connection with your audience. Use keywords and tags to make your content show up in searches. And be sure to have an email for media who want to reach you.

You should also be selective and strategic about social media platforms. What I have learned is Facebook is good for some books and worthless for others. Same thing with LinkedIn and Twitter and Instagram and Pinterest and whatever the next platform that will appear. Try some things and figure out what works best for your book. Use the analytics available to you to see what creates traffic and engagement. Also, be sure to gather email addresses. That way you are building a list to which you can market future opportunities.

Book signingEvents is the third area where you should focus. The first and most important event is your book launch party. You can do this in very creative ways, but every author should celebrate the publication of the book. Then look for other opportunities for book signings and speaking engagements in your area with groups that would be interested in your topic. Libraries are also a great place to connect with for events.

Multi-media is the fourth area of a solid integrated marketing plan. We are an image driven culture so I believe having a video or book trailer is critical. If you do one, make sure it is produced well. You want it to make a good first impression and you can use it to help you with your other areas. Post it on your blog. Send it as part of your pitch to media. You may also want to consider creating an app for your book depending on what type of book you have.

 

Putting POEM to work for you.

Marketing is work, but with POEM you have a framework for creating the right type of plan to make sure you are engaged in the right activities and not missing something. However, even with a plan, the biggest challenge for many authors is persistence and consistency. It is easy to get discouraged, but the most successful self-published authors I know just keep at it.

Questions to ask as you get started.

So look at what you are doing right now. Do you have plans or activity in each of the four key categories of an integrated campaign? If so, that is great, but no matter what you are doing now, you should still write down a six or twelve month plan to keep yourself accountable. Then once you do that, you should make an honest assessment of what you can do yourself and where you need help.

Hopefully you find POEM helpful and please use the comment section to let me know what else you are doing to organize your marketing activities.

A number of years ago, I wrote a white paper titled, The Democratization of Publishing.  I suggested then that one of the key benefits of self publishing was not just getting to market quicker or earning more royalties, but using books to make a difference in the lives of others. Author Solutions (AS) has recently started a campaign that validates that claim.

Under the banner of Real Authors, Real Impact, AS is highlighting authors that have published a book for the purpose of impacting others. In this campaign, there are stories of authors who have promoted organ donation and saved countless lives, helped raise awareness of domestic sex slavery, even helped changed laws.  You can find the complete list of stories in the campaign on the Author Solutions site by clicking here. 

In the meantime, this video is a compilation of some of the stories you will see in the campaign. If you wonder if your book can make a difference, watch the video. I think you will find it to be motivating and inspirational.

In my previous post, I set forth five common roadblocks that I have seen stand between writers and a finished book. That list included:

  1. Forgetting why you wanted to write the book
  2. Losing the discipline of writing regularly
  3. Losing sight of the day you want to hold your book
  4. Doubt takes over
  5. Unclear what you will do when you are done writing.

I suggested ways to overcome the first two and so in this post, I would like to address the remaining three reasons why some writers never see their books in the hands of readers.

Losing sight of the day you want to hold your book

A third roadblock I often see is writers lose sight of the day they want to hold the first copy of their book.  Putting a date on the calendar and working toward that day is absolutely critical. For some authors it is a real deadline like having books for a speaking engagement. But for others, it is a day they have deemed important. One of my favorite stories is an author who I worked with who actually wanted to give everyone who attended his 50th birthday party a copy of his book…and he did.

So picture the day when you want to hold a copy of your book.  Then create a timeline to get there.  You may need to work with someone to set the key milestones to make your goal, but without a deadline, it is easy to have a project drift for months and even years.

Putting a date on the calendar and working toward that day is absolutely critical.

Doubt takes over

Another roadblock I see is doubt creeps in and paralyzes your keyboard.  This is very, very common.  Authors often wonder if their writing is any good or will anyone else want to read it.  Quite frankly. one of the most frightening things to do is to take something you’ve poured yourself into, hand it to someone else, let them read it and see what they think.  And I don’t care if it’s someone close to you, or a complete stranger, there is always a lingering fear of rejection.

Fortunately, there are a lot of online resources that can help you get feedback and make helpful connections.  One of the best sites is Book Country.  Another great resource is the Author Learning Center. Conferences are also very helpful. I particularly think the Writer’s Digest Conference is quite good for writers at all experience levels. Each of these provides a way to improve your work and help you gain confidence in what you are going to publish.Roadblock 2

Doubt can manifest itself in a lot of different ways.  In some cases it is doubt that your work is any good.  It is doubt that anyone will want to read it.  It is doubt that you can sell any books.  But the reality is you never know what can happen until you get your book into the marketplace.

There is one particular author I worked with who had worked on his manuscript for 10 years. It was a nonfiction history book. It was quite good, but he was really, really unsure about actually getting it published.  Finally, one day I looked at him and said, “Well, you know you can do a second edition,” and so he put that book into the marketplace. Yes he has sold copies, but more importantly, he has received comments from people all over the globe who have had a chance to read his book and enjoy it.

Unclear what you will do when you are done writing.

So that’s four out of the five roadblocks.  The last one is you are unclear what the next step is once you’re done writing.  This is a very common among authors who are so focused on getting their manuscript done that they don’t know exactly how they are going to get published.

I have written a lot about this topic in the white paper, The Four Paths to Publishing. Here is a link for a free download. It lays out your options and guidelines for choosing the right path for your project.

RoadblockHaving an idea for a book is really easy.  Starting a book is easy, but writing to finish is difficult and very few people actually reach the goal. Why is that?  I believe it is because the path to a finished book has many obstacles.

Why do some authors get published and others do not?  Well, I have authored three books myself, but more importantly, I have had hundreds of conversations with authors. It is from those chats that I have seen five common roadblocks that prevent writers from getting the manuscript to finished book.  Here is that list and some ways you can overcome them.

  1. Forgetting why you wanted to write the book
  2. Losing the discipline of writing regularly
  3. Losing sight of the day you want to hold your book
  4. Doubt creeps in.
  5. Unclear what you will do when you are done writing.

Forgetting why you wanted to write the book. There is usually some moment of inspiration or impetus that causes an author to want to write.  It is very easy along the way of doing the hard work of completing the manuscript to forget that reason.  Motivation is tied to remembering why.  So it is a very, very simple thing to do, but take a piece of paper and write down why you wanted to write the book in the first place.  Put that paper where you can see it every time you sit down to write.

Motivation is tied to remembering why

Losing the discipline of writing regularly. One thing I have seen that is common to all authors who are successful in self-publishing is they determine the best time to write and they block that time on the calendar.  Every author who I have spoken to usually has a time that is better than others for them to write.  Most authors can write more in one good hour than in three hours when not in the right space or time.

I remember one time I was sitting with an author who is quite prolific.  She has published more than 30 book and I wanted to test this theory with her.  I was having lunch with she and her husband.  I asked her the question, “Is there a particular time that you find yourself more productive in writing?”  Before she could answer the question, her husband said, “5:30 in the morning.”  He knew being married to her that there was a time when she was more productive than not.  So that is an important thing to remember, and what I find is if you try to write only when you have time, you will not be as successful. Other things will rush in and fill up the most productive time you have for writing.  So make an appointment with yourself on your calendar and block that time.

I will address the remaining three roadblocks in my next post. In the meantime, use the comments section to let me know if you think there are any other roadblocks I did not address. (To Be Continued)

In conjunction with the release of its 225,000th title, Author Solutions has released a video titled, Special Delivery: Holding Your Book for the First Time.”. This unique compilation captures a range of authors speaking about what it was like to see a copy of their print book for the first time.

Two of the authors, Donna Schwenk and J. L Witterick were eventually picked up by traditional publishers, Hay House andG.P. Putnam’s Sons respectively, one of the world’s leading trade imprints of Penguin.

If you are still working on your manuscript, I think this video will motivate you to write to the finish.

In a recent issue of Publishing Perspectives, Gabriel Pena i Ballesté, the CEO Bookmovies.tv, wrote an article, titled, The book trailers: The best plan to connect books and readers. His main premise is video is a great way to help with discoverability. Given we are a media and image driven culture, I tend to agree.

Pena is CEO of company focused on creating book trailers, so he clearly has a bias, but he offered some helpful things to keep in mind as you think about creating a book trailer. I have taken some of his advice and added some of my thoughts to help you as you develop video content to promote your book.

  1. Be clear on the goal of your book trailer before you begin.  Are you creating a teaser? Are you creating a campaign? Are you trying to establish your credibility as an author? If you are not clear on what you want to accomplish with your video, chances are the video will not be as powerful.
  2. Keep it short. We have media ADD as a culture so it is important you make your point as quickly as possible.
  3. Have some distribution channels in mind. If you create a video, but are not sure where you will post it or how you will drive traffic to see it, you may be wasting your time.  Start with your own blog as the first place to post and then anywhere your book is for sale online.
  4. Don’t think a video is a substitute for reviews and recommendations. A video is a great promotional tool, but you should still pursue reviews and endorsements from others. It will only make your promotional plan that much stronger.

In short, a book trailer should be part of your marketing plan, because it can help with discoverability, but you should keep these four points in mind as you create the video. In addition, I have provided some examples of videos promoting books that may inspire you. Enjoy

One of the great things about the WordPress blog platform is the analytics it provides. With them, you can tell what posts get the most views and what search terms are bringing people to your blog,  I always watch these numbers because it tells me what readers are most interested in and what prospective readers are searching for.

The most read post by a landslide is the one titled, The 5 essential elements of every great story.  So in the event you have not had a chance to read it, I thought I would repost it here. Hopefully, you will find it helpful.

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Over the past year, I have had the opportunity to be part of three Book-to-Screen Pitchfests where authors  learn how to pitch their book as an idea for adaptation for film or television and then have the opportunity  to pitch to entertainment executives in a speed-dating like setting. They have been great events for the authors and the entertainment executives alike. There have been hundreds of requests for different books.  One has been optioned and there are a number of others that are under consideration.

If you break down every great story, it has these elements

What has been most interesting to me is  no matter what the genre, there are some common elements to every great story. The books that get noticed have these elements. The books that Hollywood execs often pass on are missing one or more of these.  In fact one exec said to me, “If you break down every great story, it has these elements”. So what are they?

  1. An inciting action. This means open the story with some event that sets the characters and action in motion.  Get my attention in the beginning and give me a reason why I am going to care about the people and the story going forward.
  2. Conflict. There needs to be some challenge to overcome or some quest or mystery. The character or characters need to have some type of struggle.
  3. Resolution. Make sure the conflict gets resolved by the end of the book and don’t come up with some crazy way to solve the matter. One thing I have noticed about authors’ books that get close to being requested, but often get a pass is the resolution to their story doesn’t make sense. They set up the conflict, make the characters interesting and then resolve it with something that comes out of the blue. In their efforts to be creative, they end up making the ending implausible and that hurts the story.
  4. Protagonist. Give me a character I want to care about and can understand. Help me understand why they do what they do. Sounds simple, but it is very challenging.
  5. Antagonist. Life is often about struggle and opposition and so great stories present those challenges as well. Many times it takes the form of a person. As with the protagonist, make the antagonist interesting. Help me understand why he or she presents the opposition.

Now none of these five elements should be surprising, but I have been somewhat surprised at how some books are missing one of these elements, have them underdeveloped or make them implausible. How about your story? It would be could to do a quick review of your manuscript to see if you have these elements included. All good stories do.

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