An Honest Conversation About Online Book Marketing by Dee Stewart

Every day I spend a significant amount of my work day online. If not creating a client’s mar-comm materials, networking with my contacts, or researching & obtaining more pr opportunities, I’m analyzing my deliverables.

What tangible milestones can I bring back to my clients that shows that we are moving steps forward on our book marketing campaign?

There are a few deliverables that make the grade for authors:

• print media placements
• broadcast interview placements
• retweets with links attached
• click thrus on buy back buttons
• book festival placements
• public library requests
• bookclub president rtps
• many others

However, before I bore you with tips on obtaining such desirables, I want to have an honest conversation with you about book marketing. If you let me…

The purpose of book marketing [social network/online marketing included] is to obtain and maintain your ideal customer: book buyers. Period.

So ask yourself this.  Is what I’m doing online helping me obtain and maintain my ideal customer?

Let me throw you a life-line. These things below will not:

1. Adding your graffiti [Facebook Notes] to a friend’s Facebook wall that looks like this: “please buy my ____ book…you fill in the blank)

That’s advertising.  It’s improper to advertise on someone’s wall without their permission.

2. Adding uninvited strangers, whom you’ve stalked on another author’s guestbook to your email list, then spamming them with #9.

3. Begging.

Newsflash: Book buyers purchase books and donate to charities. Decide which one you are, then act accordingly

4. Complaining about bookstores online.

5. Complaining about book reviewers online.

6. Tagging someone who is not in your picture or video.

Tagging inappropriately is backdoored spam and can get you kicked off Facebook.

7. Bad-mouthing other authors  and cat-fighting with other authors online.

Really?!

8. Not having buy buttons on your site and Facebook fan page.

I’ve lost count of the evites and blog tours that don’t have a Buy Now button on them. Come on You’ve convinced us now close the sell.

9. Sending boring email newsletters.

That includes Facebook Notes. Learn how to craft better copy or hire someone. Pam Perry, Ty Moody, LaShaunda Hoffman, and Marina Woods are great at this.

10. Forgetting that authors, bookstore manager, librarians, publicists, editors, and book reviewers buy books, too, so be careful, who you alienate online

Now, if you honestly don’t know whether your book marketing efforts are working, hit me up in the comments. I’ll tell you, honestly. And come back later this fall; I’ll tell you what things work. Also, check out my E-lunch show Media Candy Radio which airs every Wednesday at noon at http://blogtalkradio.com/mediacandy. It’s devoted to marketing techniques and answering your questions live. Also subscribe to our station for news about our other shows. Dee and Marina return this fall, as well as a new fun show with Dee and Martin Pratt of Rolling Out Magazine.

-Dee Stewart

I’m a mom, pr boutique owner, editor, book critic, and published author (Miranda Parker.)  Google me or Find me

Swagga Jackers Beware by Dana Pittman

Whoever said imitation is the greatest form of flattery lied. Or they haven’t been on the receiving end of someone listening to your plans and ideas, in confidence, and using them for their own, personal gain.

A recent experience had me livid. I wanted to jump through the computer and practice my best old school Taebo moves or pull off my earrings and apply some Vaseline to my face.

I know…I’m being a bit extreme but I was having a moment.

My emotions fluctuated from anger to rage and they settle quite comfortably at disappointment. You see, in this literary game there are a lot of players, but I believe there are very few innovators, especially in the area of Black books.

It’s my goal as a book marketer and writer to be ranked as one of the innovators because I am known for creating signature events and unusual promotional campaigns. And after sleepless nights, hours of research, crazy budgets on technology, and custom styling, I have found myself…swagga jacked!

I had my hissy fit, and I felt like calling my girls (which I did) and have a whining session (Thanks Tee!) but when the smoke cleared, I wondered when is duplication flattery and when is it fraud?

Instead, of going down the slippery slope of the legal ramifications associated with intellectual property, or catching a criminal case for assault, I thought I’d consider the true issue I had when I felt like one of my campaigns was “imitated.”

Professional Integrity

Professional integrity calls on fundamental goals and standards practiced within a profession. It’s about how professionals will conduct themselves and if we handle matters with grace and professionalism we will benefit our industry, businesses’, brands, and clientele. Professional integrity also requires that we hold each other accountable for behavior that reeks of poor judgment and poor values.

Well, Dana, what is swagga jacking? I’m so glad you asked. Have you ever considered “borrowing” an event title because it’s cute? Or have you listened in on a conference call just to use the content, in the same manner, for your personal gain (i.e., using it in your business)?

I believe swagga jacking is when you utilize someone else’s ideas in the same manner or carry about it in a way that it appears closely similar or identical to the work of another person and pass it off as your idea or work. Somewhat like plagiarism.

Now, I want to be clear, very few ideas are original — I get that. However, what I won’t concede to is blatant disregard for the time and work that another person puts into their business and end product.

My friend’s grandmother would say “If you’ll lie, you’ll cheat. And if you’ll cheat, you’ll steal. And if you’ll steal, you’ll kill.” One little mishap will lead to others and then you’ll find yourself staring at a cease and desist letter. But for many professionals it really isn’t necessary since one of the ways for building a brand and audience it through collaboration.  Other professionals do it, and we can too.

Skimming Karma

In that moment, I believe a little birdie sits on his/her shoulder and whispers, “if it worked for her, it could work for you.” I’ve heard it call skimming karma, when you believe that you will have the same results as another person because you do the same things they did.

Life, my friends, just doesn’t work like that. And if that little birdie has you convinced here’s what you do: Call her up. Yes, call up him/her and see if they are willing to collaborate or bring an event to your town. They could surprise you.

For example, I host an event in Houston called “Books, Beauty & Banter.” I’ve collaborated with two groups taking it to other cities. We had a great time. The group had a wonderful turn out, and I’m sure we will work together again in the future. They held the event and I had an opportunity to expose a new audience to one of my signature events.

If You Can’t Beat Them

In the past we heard “if you can’t beat them, join them.” Well, I think the new saying is “if you can’t beat them swagga jack them”. But don’t do it, it’s not worth it, and consider how you could negatively impact your name and business brand by simply appreciating a good idea, that’s not your own.  Instead expand your professional reach and consider collaborating, or reach deep down inside can create your own stamp on the industry and you too may find yourself…swagga jacked.

* * *

Dana Pittman is the marketing strategist for Nia Promotions. She has worked with authors such as Anita Bunkley, TL James, Jean Holloway, Evelyn Palfrey, and she recently established S.I.R. Authors, a book marketing promotion group. Books are her passion and marketing is her lifeline.

For more information visit www.danapittman.com and www.sirauthors.com.

The Author Press Kit by Yolanda M. Johnson-Bryant

The Author Press Kit by Yolanda M. Johnson-Bryant

Marketing is very importing to an author, so it goes without saying that every author should have a professional press kit in their possession. Obtaining and building a press kit is not that difficult, but can range anywhere from low priced to high priced. If you are on a budget, it’s okay to compile your own press kit, just make sure it is simple and professional.

My personal suggestion is to always start with an author bio. Keep it simple. What is simple you say? I’m glad you asked. You will be fine by simply addressing: Who? What? Where? When? Why?

You will then want to add a nice glossy 8×10 author photo. This photo can be color or black and white and should be limited to a head shot or from the waist up. I understand that everyone cannot simply afford a pricey photo, however there are other ways to obtain a high quality photo at a low cost. Have someone take a photo of you with a digital camera in a nice park setting, or an office setting. A nice touch would be in a library with a shelf of books as your background, maybe a nice piece of art. You can also take a photo on a solid color wall with a nice picture in the background or perhaps a nice large plant. One just has to be creative and know how to use basic photo editing software.

And if you absolutely MUST take a photo with a cell phone, please consider the picture quality and background. I currently own a Blackberry Storm and it takes awesome photos. Keep in mind that it is not professional when a door, clutter or other people are in the background of yout photo. If you have taken a picture with a cell phone and your arm looks like you are reaching to take the photo or it looks like you are in a bathroom stall or in a club, you may want to leave that photo on your cell phone.

Next include a nice cover photo of your book or books. Make sure that the photo includes the books ISBN number and other publishing info on the bottom right hand corner or bottom left hand corner of the photo.  If you have more than one book, be sure to include information on all your books and not just the current one. Remember your press kit is your resume and your marketing tool. A suggestion would be to have a color photo of your book(s) and on the back of that photo have a printed synopsis of your book.  Make sure to include past and present press releases.

Next, include any newspaper articles, interviews or reviews you may have received. Also include any awards or nominations you may have received for your work.  It doesn’t hurt to include a resume that is limited to your writing history, literary associations and literary accomplishments, but this is not required.

Make sure your press kit includes books marks, flyers and post cards. You may find that those interested in your press kit sometimes like to have something smaller to glance at. As an author, there is no reason you should not be without bookmarks and/or business cards.

To tie everything together, house your press kit in a nice pocket folder. Make sure there are pockets on both side so that when your press kit is opened the right hand side will display your photo and your business card and the right side displays your bio.

It’s that simple! Remember that you are a walking billboard. Present yourself in a professional manner and make sure that your press kit does the same.

The #1 Reason Your Book Marketing Efforts Fail on Facebook

Last month I asked a question on my Facebook profile: If you could give up one social media platform– Twitter or Facebook– what would it be? Most respondents chose Facebook, because they didn’t get it. Although the results weren’t shocking, they were problematic. Many of those responders were authors… African-American authors.  But in this “Relationships are Imperative for Survival” age, black authors need to get Twitter. They need to get it like two years ago…

Social Media affords us (all writers) the opportunity to communicate with our readership about our stories. However, we must realize that communication is a two way activity that requires both listening and speaking.  And truthfully, more listening than speaking.

Oftentimes authors come to me with an interest in becoming a public speaker, but little to no one ever asks me how to become a Public Listener. The latter is the tipping point.

If you want to have a long lasting relationship with your readers you must listen to them. To do that effectively, authors need to master the art of building better listening stations.

Twitter is the foundation of that listening station, because:

• services like monitter helps the authors listen to the reading community within their zipcode
• services like summize helps authors listen to publishing industry buzz, especially digital publishing issues, bookstore needs,  and reader feedback about your book
• services like tweetgrid allows you to listen and respond in real time faster than Facebook
• services like hootsuite allows you create specific listening channels like
  • publishing
  • bookstore
  • deegospel
  • bookclubs
• services like disqus allow your to listen to your blog subscribers via twitter
• and guess what services like Facebook’s many twitter applications allows you to listen to your facebook friends without being tied to your laptop

All of this vital chatter, authors miss by the second, hour and day because they aren’t listening. Granted, Facebook helps you to talk to your readers better. However, Twitter allows you to listen to them and then give them what they say they need and want.

Psst…I’m seeking listeners for my upcoming book release, A Good Excuse to Be Bad. Follow me as MirandaParker2 and DeeGospel on Twitter.

3 Press Release Don’ts for Authors by Dee Stewart

As a literary business hybrid, I get to see the publishing industry in three dimensional terms. As a writer, I share the same pangs and long hours of marketing my latest writing project or literary event. As a publicist, I spend hours creating the best press release for my clients with hopes that it grabs my media friends attention. As a member of the press, I take great care in scrutinizing author requests to be featured in on my blog or magazine department or radio show in my charge.

All three aspects of me require basic marketing acumen. All further require a brilliant press release(either on the part of me creating one or me receiving one) to help me stay successful.

What I’ve found is that my press release submission ratio is higher than most and my press release acceptance ratio is very high. In short, I’m pretty successful creating press releases, but unsuccessful retrieving good ones to help me satisfy my many writing assignments.

So I thought it would be best if I share the three major guffaws a writer should never take when creating a press release. All three are mistakes I’ve witnessed and/or participated in before I knew any better.

3 Dont’s:

1. Do not send a boilerplate press release to media contacts and book group gatekeepers. I can’t tell you how many Facebook, Twitter and email messages I receive about promoting their book on my sites, columns or on Media Candy Radio, and how many of those messages I never read. Instead take the time to research the media (including blogging) outlets that fit your book’s audience. Learn the correct contact’s name, when to contact them and the type of content they prefer to receive from you. Then provide exactly that. Generally, here at the blog I work with about five publicists, three editors, ten trusted literary sources, ten published authors, and three book clubs to source content. These people have become my dream team. Imagine if you were a member of your favorite blog’s dream team.
2. Don’t submit a boring, non buzzworthy event. Newsflash to you and unfortunately to some of my present and former clients…Submitting a news release about your upcoming book club event isn’t good enough anymore. It’s no longer news, but a community event that is befitting for a local events calendar(nothing wrong with that, by the way.) To ensure that your media contacts take you seriously, however, listen to what they want from you, submit them press releases that are relevant and helpful and trendy. Otherwise use the online events calendar to submit your book club meetings and signings.
3. Don’t include your book’s synopsis in your press release. A press release should be formatted correctly and contain info that suggests to media that my book has a public takeaway value. Use your press release to do that. Here are two examples:

The 2009 Faith and Fiction Retreat
Sherri L. Lewis Award Announcement

We will talk about the DO’s next time. In the meantime send me your current press release and let me fix it here on the blog. Email me at deegospel pr at gmail dot com for details.

Dee Stewart
www.christianfiction.blogspot.com

Are Black Authors too Late to Jump on the Bandwagon by Dee Stewart

Are Black Authors too Late to Jump on the Bandwagon by Dee Stewart

For the past month I’ve found something quite peculiar in my email inbox, tons of social media notices. From Twitter Direct Messages[DMs] to Facebook Notifications to Messages from some member of an online community I belong to. I belong to at least one hundred. Don’t be shocked.

Furthermore, don’t be shocked when I state that I mostly delete those messages.

Here’s why…

Basic Marketing Philosophy and Psychology has proven that most people are bandwagon jumpers. And being a bandwagon jumper is not a bad thing. It is just the reality of human nature. We, marketers call this behavior the Bandwagon Phenomena, and we use it for our client’s advantage. However, if you want to be effective online you have to learn from past history and leverage yourself by knowing it.

Seven years ago blogging and podcasting platforms were introduced into the world wide web (WWW.) It took two years for bloggers to learn how to build communities, monetize, and change mass media conversations.

However, blogging didn’t become a household name until the next year (three years later.) By the time artists added blogs to their websites/online presences there were too many words for readers and not enough readers for words (blog saturation.) Thus, many stopped blogging.

Seven years ago social networks were introduced into the worldvieweb.

One in particular, MySpace*. The same interaction timeline happened there, the Bandwagon Phenomena took place and we know the results.

Facebook opened its doors to non college campuses three years ago.

Likewise, three years ago microblogging platforms were introduced:

Twitter, FriendFeed, Plurk, Utterli, etc. Same timeline. And so we can assuredly say that we are now in the Bandwagon phase of the three online marketing tools: microblogs, social networks, and online radio.

What do you think will happen next?

During this phase newbie end-users (those who joined at least a yearago) are doing 1 of 3 things:

1. trying to move their fanbase from other online tools to the networks/fan pages/online communities

2. Following/Befriending other end-users who have a bigger base than you, then trolling their list to gain new friends

3. talking too much or too little about nothing/no strategy/not building connections that translates into your followers/friends doing what you would like them to do

And thus the reasons I delete most  messages. And after chatting with my HARO/PRSA Atlanta buddies I am not alone. By now we know how these dog hunt. Each tool after a certain period of time becomes saturated with people clamoring for status.

Here’s a tip. Don’t fall in that bandwagon trap. Instead of gaming the system, destroying your public persona, and wasting so much time that should be devoted to operating in your sweet spot you on pace with the pacesetters- the brand marketing experts not the social media rockstars/bandwagon jumpers.

Why do they know about these services before you do? Where are they spending more time now? And what are they doing with Facebook and Twitter and Ning now? And are you there?

This answer is crucial. You can’t Shine in 09 and you definitely can’t Win in 2010 operating as a Bandwagon Jumper. You can as an Innovator.

That is what other successful authors/musicians/businesses are doing, in order to sell heavy volumes online. Remember. Most aren’t playing in the new market system. They sit on the sidelines, follow the crowds and make excuses why they don’t win. You stay ahead of the Pace Car.

*”To Aim Ads, Web Is Keeping Closer Eye on You”. March 3, 2009, The New York Times .

http://www.nytimes.com/2008/03/10/technology/10privacy.html.

You Get What You Don’t Pay For…by Dee Stewart

A few weeks ago I received an email from a Christian Fiction Blog (www.christianfiction.blogspot.com) subscriber that surprised me. He/she thanked me for my blog (it turned 5 this past July) and told me that she/he had printed many of my posts and put them in a notebook. For years he/she had been using my tips and it had proven successful for the author.  Although I was flattered by the knowledge that someone found a post or two helpful, he/she knocked the wind out of my sail.

As great as I love to give great content to my readers, I also love to provide for my daughter. I wondered what value are my words to the reading community. I wondered what are authors willing to pay for, and most importantly, is what they’re getting for nothing worth it.

This week at The Writers View, an online community of Christian publishing industry professionals, we were discussing the devaluing of service providers (reviewers, virtual assistants, proofers, copy editors, Prs.) We learned some publicists had been stiffed by their clients, authors been jerked by their publishing houses, publishing houses  robbed by their distributors…the list goes on, a chain reaction from top to bottom. The only reason you don’t see it, because it never affects their personal bottom lines. However, us plain folk…

Once people’s money get funny they do unfunny things like:

* trolling the internet for book marketing tip freebies like the kind you would find at Christian Fiction Blog without acknowledging where you received the information from

* pulling contacts from author’s guest books to build an unauthorized eblast list

* circumventing publicists with the hopes of getting bookings from the contacts they had introduced you, so as not to pay you for creating that opportunity

* asking family and friends to preorder a book that you haven’t published yet, because they don’t have the money to pay the publisher

* cutting discount deals with wholesalers which albeit saves your bottom line, but ruins your relationship with your authors

* book reviewers throwing out 5 star ratings like Santa Claus holding a bag of candy in a Christmas parade to get good page ranks

All those acts aren’t illegal; some are even applauded, but all border the fence of carrying a stench of unethical. And this bad practices issue is the rub for this post.

What are you getting for free? Are you really getting what you don’t pay for? How would you know?

Here are four sure indicators that you may need to retool your current tactics:

* you didn’t have a contract with the event planner, so now you’re stuck footing the bill just to save face

* book club presidents aren’t responding to your boilerplate release

* authors jumping ship

* distributors refusing your catalog or an audience with you

So how do we stop the madness?

* authors: drop the myth that there is a cookie cutter application to breaking 21k in book sales. Just because your favorite author bought a Facebook ad doesn’t mean you need to.

* hire an agent to fight for your book, a VA to fight for your production, a publicist to fight for your image and an editor to fight for your message

* publishing houses stop substituting championing for your authors for a lackluster online marketing campaign

* publicists stop overpricing for items the author can do themselves

* understand that a price will be paid for what we do either now or later and with double doses

* and most importantly, understand that if the publishing industry does not begin to take care of each other without hurting the other, the entire thing implodes

A Day in the Life of a Literary Publicist by Dee Stewart

Every day people follow me on Twitter with hopes to get a glimpse of my day. Why? For some odd reason some think that having a pr firm and being a publicist is glamorous and pays well(Ha!) And others, especially authors who may have been burnt by a lit pub think that this job is a no-brainer gig and that any one can do it, so they try to copy what I do to save from hiring a peer. Then there are those who are considering hiring a publicist to handle their personal or their client’s pr needs and wonder what about the outcomes and expectations that they could receive. Finally, there are lurkers who are either pr firm owners or would be publicists who want to duplicate my system. At any case I tweet and tell as much as my time and patience allows on Twitter at DeeGospel.

However, last month–one particular week– I experienced the most busiest, Big Fun, craziest and saddest weeks of my lit life. To get through it, I journalled. I thought I would share one of those days with you. Let me know what you think.

A day, any day in May, 2009…

6:00 a.m.: Wake up my daughter to get her off to school

6:15a.m.: Respond to a late night text message about a possible Atlanta bookclub event. Some of my clients are on pacific time.

6:30 a.m.: While driving daughter to school, I skim reporter’s requests that just came through.

7:56a.m.: Work out, but not breathing correctly through the poses, because I hear three text messages come through my Blackberry. One is from a new bookclub forming, the other from an irate client, and the other from an editor I owe content to.

8:00a.m.: At my Home Office desk(have taken my morning heart meds,) reviewing my “to do” list and calendar. Dropping in info for my next blog post. Reading Newsfeeds.

8:30a.m.: Sort through 100+ new emails in my inbox. Respond to urgent emails, submit one reporter’s request pitch to magazine searching for young adult summer picks.

9:00a.m.: Phone pitching begins, then ends abruptly. An event that I’ve booked four authors for haven’t been promoting the authors via the radio station that is hosting the event. Must call the radio station and the bookstore president for clarification. Where are my clients? Why can’t I hear about them on the radio? Not happy, trying hard to keep the Hulk in me hidden. Send out a prayer request via Twitter.

10:00 a.m.: Submit EPKs to a reporter, who asked for it. Converse with a mag editor friend of mine about a national writer’s festival I will be promoting for the summer.

10:30 a.m.: Reading and editing clients tip sheets before I present them to editors for possible inclusion in magazine.

11:15 a.m.: Work on Phase 2 of an existing pr campaign. Target podcasters and vloggers that fit client’s fanbase. He’s a romance writer. Throw chicken in the crockpot for dinner. Curry chicken on the menu.

12:00p.m.: …Want to break for lunch, but take two calls instead. The bookstore finally calls, but with another challenge. Need more books pronto. Must call book vendor friend to see if she can be the bookstore’s solution. Send another prayer request out. Doc wants me to take a lunch break for my heart. Yikes!

2:15 p.m.: Rest break over. Now pick up Selah from school, while taking a call from an A & R manager seeking pr support for one of his music artists. Receive another she-say-she-say call from a client about a client/friend which saddens me. Now my mind shifts into crisis-management mode for the second time today.

3:30 p.m.: Home. Brainstorm campaign strategy for new book about a mid-life woman starting over. How will this story get media attention? What’s the psychographic for this book? Women Oprah’s age, starting over, forever young, Christians having face lifts, what?

4:00.: BFF called. Wondered if I was free this weekend. No. I’m not, just too tired. Need to follow Doctor’s orders. Receive tip about another lit event. I refer that opp to Tanisha at Grand Central Publishing and ask if the PH can find funds to send our clients. She agrees to ask and get back with me.

4:30 p.m.: Take another call with bookstore vendor about a new book tour project we want to put together.

5:00 p.m.: Homework with daughter. (Supposed to be end of business)

5:30p.m.: Attend “media analysis” telemeeting with prospective client. Discuss media potential for this client and announce our strategy to increase public attention. This author comes to me months after release date, which drops media hit potential dramatically, but I have a plan. Will she trust me?

6:20 p.m.: Take late call with client, who hints at wanting more sales opportunity surrounding this Book Event that has now become a thorn in my side. I remind client that I care about there success and want the best for them but I am not their booking agent or sales manager. My job as stated and agreed upon in our contract is for Media Services, but I can’t do my job for doing tasks that aren’t pr related. I do promise to check with book events host and a book club friend to see if they can cook something up. I jot down a note to write a post about PR and author expectation(coming soon.)

7:00 p.m.: Join an online radio chat to hear another client’s interview, while finalizing itinerary for the Book Event. The Radio station called and gave me the concessions I asked for. Received an email from my bookclub president buddy that her church would host a book signing after Sunday service. Then leave the chat to take a call from events host and radio producer. Good chat. Things should be looking up, but received a call from another client shortly after, who was concerned about said client/friend’s issue with the event. I begin to think the challenge is more with me than the event, but when I contact said author she seems okay. (??? confused now) Told her some of the new additions to the itinerary, not all, because the contract is not complete. But tomorrow I will ask client if she wants to continue on in this event before this contract gets in my hand. I can see the end of my rope with this foolishness now.

7:30 p.m.: Wrap up loose ends, daughter’s giving me the Mom we must Eat look. Have Mercy!

9:00 p.m.: Return to my desk to write this post in draft and turn in my article to my waiting editor. Isn’t she sweet?
wrote:-

Midnight: email from a peer on Central Time. She wants me to speak at her event. I text while sleeping. Don’t know how I responded.

Question: Do you think authors have misconceived idea about what pr support is? Do you think I could have handled myself better? Is this your idea of what a publicist does?

Top 10 PR Secrets for Christian Authors by Pam Perry

TOP 10 PR SECRETS FOR CHRISTIAN AUTHORS
Presented by Pam Perry

http://www.PamPerryPRCoach.com

1.      Pray. Ask God to show you WHO to contact and WHEN.   If you are hiring a publicist, ask God to lead you to the right person.  Know in your “knower” that it is a divine connection.

2.      Be a database collector.  I have been known to go to my 30-year reunion and add folks from there to my database.  Eblasts are great. It’s called viral marketing – it spreads like virus. Have a system to stores and retrieve your names/contacts. [Read more]