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BookPromo Guerrilla Style Ezine "The Ezine for Successful Book Promotions" Past Issues Archives: http://archives.zinester.com/11698 Year 2 Issue 11 January 10, 2008 http://guerrilla.clarylopez.com *************************************************** On this issue: *************************************************** 1- From My Desk 2- Public Appearances - Show Up to Show Off Your Self-Published Book 3- Useful Resources 4- How to Turn One Book into a Full-Time Living 5- Package Yourself like a Pro and Promote Your Book with Class 6- Letters to the Editor 7- Article Submission *************************************************** From My Desk *************************************************** Happy New Year from BookPromo. As we come to the beginning of a new year we also come to a time where we look back at our marketing efforts and its results. Book marketing not only needs to be planned but measured. There is no one technique or promotion to stick to but many to implement as we go along and get more familiar with the terrain. It is the little things that little by little start building up our exposure and ultimately our results. On this issue we included articles about public appearances and turning one book into a full-time living. Helping, informing and empowering authors. Clary Lopez Editor-in-Chief BookPromo Guerrilla Style Ezine Guerrilla Marketers' Caf? http://guerrilla.clarylopez.com Blog http://guerrilla.clarylopez.com/blog/ You can contact us at: editor@clarylopez.com Subject: eZine *************************************************** Public Appearances - Show Up to Show Off Your Self-Published Book *************************************************** By [http://ezinearticles.com/?expert=Angie_Kelly_Pheifer]Angie Kelly Pheifer "Did you ever feel like the whole world was a tuxedo and you were a pair of brown shoes?" asked comedian George Gobel in 1968. But you'll be surprised at how relevant that question becomes for your self-published book. Most self-publishers leave it up to the author to market their book. So, you've got to have a plan - a marketing strategy. However, when you're promoting your book, you don't want to end up "brown shoes" in a "tuxedo" world; you want an appropriate method of promotion. But where to start? While a great marketing plan consists of a marketing mix, a good way to get started is by jumping right into the network of public appearances, during which you can connect with your potential audience and pave the way for future success. Before you start making calls and introducing yourself, think about what kind of public appearances will work best for you when reaching your targeted audience. There's a great deal to consider, including book signings, readings, speaking engagements, book trade shows, conferences and conventions, book festivals, and television and radio interviews. What's your book about, and what groups will be interested? What promotional methods will be most effective? What actions might be less fruitful than others? The below tips will reveal the most effective methods for staging public events that will not only benefit you and your book. Setting up Events: Tips for Contacting the Media and Managers Start on your campaign as soon as possible. There's no time to lose. The best time to promote your book is the first six months after it becomes available for purchase. It's recent. It's hot. And your excitement should rub off on those media outlets you contact. If you wait, media members will quickly move onto the next batch of new titles. So don't hesitate. Prepare beforehand. Network and compile lists of contacts. Order business cards, start a Web site and compile a media press kit. Consider purchasing an ISBN and retail channel distribution your book to make it available to other retailers. Most retailers and venues will need your book available through their distributor before they move forward with your event. When you begin to contact the media and bookstore managers, you should be excited and persistent about your book -- it's understandable -- but you should also understand that you will get some refusals. You will have to learn to accept a "no" from the media or a manager. They may not believe you're a good fit for their venue or program at this time. As frustrating as it is, just thank them for their time and move on to the next. If you work hard and your book's hype increases, they may come looking for you anyway. Practice what you are going to say before you pick up the phone or write and edit several e-mail drafts. Remember that this is the first step toward getting your foot in the door. You've got to sound intriguing, compelling and enthusiastic, without sounding overwhelming, or worse, like a bully. When dealing with the media, don't send anything in that could be conceived as an advertisement, such as the price or ordering information. Only send pricing and ordering information when a professional specifically requests it. Keep and update a clear log of those you've contacted, messages left of machines, and the dates of your attempts. If you've left several messages on someone's answering machine with no reply, the person probably isn't interested. Always follow up after sending in materials, such as a press release or media kit. When you call, don't ask the media contact if they received your materials. They receive hundreds of press release and requests each day and the answer will most likely be "no" followed by a "click" as they hang up. Instead, simply explain who you are, that you sent them information about your book and are willing to supply the additional materials needed to write a story, a review or conduct an interview. Public Events for the DIY Marketing Author Book Signing Events: After you've successfully arranged your book signing - the most common and recurrent public events for authors - there are a few tips to ensure your event is a success. Like all events you host, you first have to prepare. Promote the signing by putting up posters around the store (with the manager's permission, of course). Visit the store a day early to introduce yourself to the manager if you've not met already. Contact local media in the area and inform them of the event. Add your signing to event calendars and try to coordinate an interview beforehand. Book signings are not only an excellent way to meet readers face-to-face, but also a great sales opportunity. People are much more likely to buy your book once they've met the author. Leaving signed copies of your book behind afterward will help customers remember your name and increase your sales as well. Book Trade Shows and Book Fairs: Trade shows and book fairs are large-scale events and generally attract an array of book enthusiasts, including: booksellers, authors, book buyers, book retailers at the regional or national level, libraries, media as well as the general public. These events can connect you to previously untapped networks and allow you to arrange future sales. Hosting a seminar or a panel discussion at book trade will bring you even more coverage, propelling your book into the face of retailers and book store owners. If you're not speaking at the event, you can still attend. But make sure to research the event thoroughly before you enroll, weighing both the cost and the potential benefit. Booths at these events can become quite expensive, and you want to be certain before you front the money. Trade shows and fairs are not for every author, but can be a good fit for some, especially at a smaller, local level. Writers Conferences and Conventions: Conferences generally attract people and companies from a particular trade or niche, and allow for face-to-face interactions with potential book buyers. Getting a spot speaking at a conference will improve your name recognition and establish your credibility among other writers. Plus, you may receive payment for your services. Book selling opportunities can arise at these events, so it's a good idea to have books on hand. Like conferences, conventions reach a niche market and can lead to invitations to other speaking events on a non-writing related topic, depending on the convention. Book Festivals: Make a public appearance here and sell your book directly to the public and bookstore managers. Because not as many professional book buyers are present at trade shows or book fairs, you may consider book festivals a better alternative for you. A booth at a book festival is usually less expensive than trade shows and fairs, but still provides an invaluable opportunity for sales and publicity. Book Readings at Libraries: Check with local and regional libraries and arrange a reading of your words. Many libraries will allow you to sell your book afterwards, so make sure to have plenty of books on hand. A local library setting can allow you to truly connect with readers and develop an audience. Book Clubs: Find book clubs and arrange a special speaking event with their group. You'll make contact with avid book readers and most likely make a sale. Another way to publicize your book is to simply join a book club. Even if they're not reading your book as a group, it's an easy way to let other book lovers know about your book. T.V. and Radio: Although this form of media can seem quite intimidating, don't be shy. Radio programs are often more than willing to hold a phone interview, especially if you are a local author, or have expert advice and opinions on a non-writing topic. Though it can be quite difficult securing a timeslot in a large network, morning T.V. shows often have guest spots available. Don't overlook local public access channels either. These regional channels offer a unique way to reach an entire community. Start Locally and Promote your Public Events By getting out in front of the public eye, you'll definitely increase your chances for book sale success. Remember to focus only on your targeted audience. Avoid situations where you would undoubtedly feel like "brown shoes" in a "tuxedo" world. Even if you adamantly believe your book will appeal to the masses, concentrate your efforts and you'll experience better results. Work from small to large, saturating the local market before moving on to state-wide, regional, national or international markets. Also, as silly as it sounds, you cannot forget to promote your promotional events. Just like your book, if you don't tell people about your upcoming appearance, nobody will know about it. Manage and update a Web site with your events, sending out e-mails, letters or postcards as reminders. Only you can ensure that your public events bring great returns on your time and investments. http://www.wordclay.com Article Source: http://EzineArticles.com/?expert=Angie_Kelly_Pheifer http://EzineArticles.com/?Public-Appearances---Show-Up-to-Show-Off-Your-Self-Published-Book&id=906667 *************************************************** Uselful Resources *************************************************** Bookhomestead.com Book Lovers Community. Have your book reviewed by readers http://bookhomestead.com Resources for Writers at Guerrilla Marketers Caf? http://guerrilla.clarylopez.com/tactics.html Odeo.com - Add Audio to your Website CreateSpace Create and Sell Books, Music and Video http://www.createspace.com/Index.jsp Lulu.com Self-Publish your book, ebook, CD, Video, Picture Book, Calendar and more the easy way http://www.lulu.com Picasa Great photo sharing site to integrate in sites and blogs. http://picasa.google.com/ ************************************************** How to Turn One Book into a Full-Time Living ************************************************** By [http://ezinearticles.com/?expert=Peter_Bowerman]Peter Bowerman "The only reason to self-publish is because you can't land a publisher." Call me crazy, but I disagree. For me, self-publishing was the first choice. Why? I wanted to keep control of the project and timetable, keep the rights, and, most importantly, keep most of the profits. How did it turn out? Well... A Full-Time Income For over four years, my first book supported me full-time. Not "picking-out-chateaux-in-the-South-of-France" kind of money, but it paid all my bills (including two printings each year), allowed me to take some nice vacations, save a chunk of money and incur no new debt. When your per book profit (after expenses) is many times what you'd make with a publisher, you can be nicely profitable with much lower numbers. A few caveats. My genre - non-fiction "how-to" - is, arguably, the easiest to self-publish (with straight non-fiction second). Why? Not only is there an insatiable appetite for information in the buying public, but also with non-fiction "how-to," it's relatively easy to identify and pursue specific target audiences. Fiction is harder to self-publish but for first-time novelists, it's also far harder to attract a conventional publisher. Second & Third Caveats All this advice applies if your goal is to have your book be a commercial success and if you have the time to market your masterpiece. If neither is the case, you'd be better off with a publisher or in a POD scenario, where your upfront investment is low or nonexistent (as will be, in all likelihood, your backend profits...). As for the time thing, though, if you're fantasizing that you'll find a publisher who will allow you to simply drop off your manuscript while they handle that whole "icky marketing thingy," think again. Author Jessica Hatchigan (How to be Your Own Publicist) observed, "Authors who receive modest advances for their books - and that's most authors - can expect scandalously little in marketing support from most publishers." Most publishers these days want to work with authors who come to them with, not only their book, but also a plan for promoting and marketing that book. So, if I still have to do most of the work for anemic royalty rates, self-publishing is worth a look. Conventional vs. Unconventional Most publishing companies take the "shotgun" approach to promotion and publicity. Mass emailed press releases to mainstream media outlets. Mass-mailed and unsolicited review copies (with little or no follow up). EVERY single one of the roughly 500+ review copies I've sent out over the years went to someone with whom I'd communicated in advance. Yes, it takes more time, but yields far more "bang for the book." As a self-publisher, you can focus on your title and find the most effective ways to promote it, as opposed to the above-described pub company model. By contrast, as a self-publisher, I go where the traffic is lighter, the reception is warmer and the people speak my language. The Goal: To Be Seen "Everywhere!" A year or so back, after asking a buyer where she found the book, she replied: "Everywhere!" Music to an author's ears. Another woman wrote: "I first heard about your book on writersdigest.com, then on writerswrite.com, and finally on writersweekly.com. After the third time, I figured I needed to see what the fuss was all about." Sounds like people need to receive multiple impressions before they take action. Very useful information. How did I do it? Through the Internet, of course - the Great Equalizer for the little guy. Let's take my book as an example: The Well-Fed Writer: Financial Self-Sufficiency As a Freelance Writer in Six Months or Less - a step-by-step "how-to" for establishing a lucrative full- or part-time freelance corporate writing business. With all the downsizing of the past decade, Corporate America is outsourcing plenty of writing projects at hourly rates of $50-125+. Okay, so who're my audiences? All "wannabe" writers looking to make a handsome living with their pen, seasoned freelancers looking to diversify into higher-paying work, and at-home moms and home-based business seekers looking for a flexible, well-paying career from home. Go to Your Market To land reviews (and interviews, blurbs, mentions, green lights to write articles, etc.), go where your various target audiences hang out. Scour the Internet for web sites, associations, newsletters, and newsgroups that cater to those groups. Visit the sites and make your pitch by email. Make up one standard pitch letter, vary it slightly for your different audiences, and "cut 'n paste." And repeat, hundreds of times. Mainstream Media? Certainly pursue mainstream media (MM) coverage in addition to Internet contacts, but know that the media is exponentially more fickle than if you can zero in on your target audience via the above-described process - where you'll get a FAR better response. The Reality: the chance that an unknown author will attract the attention of a reasonably major-market newspaper is slim. Not impossible, but not worth the return when a far better one is waiting. If you're going to pursue MM, forget the book editors, and figure out which "channel" editor - Food, Jobs, Career, Business, Features, Computers, Lifestyle - a would be a fit for your topic. Contact them and pitch, not the book, but an angle represented by the book. They simply don't care that you've written a book; they want to know why the book is relevant now. Your Web Site A web site is mandatory, period. It's the linchpin of any Internet marketing push. Mine [http://www.wellfedwriter.com]www.wellfedwriter.com has sample chapter, table of contents, reviews, cover art, Q&A, sample radio/TV footage and much more. Check out the "Attn: Media" link on my site, which makes their job much easier (and hence, more likely to happen). Always add your URL to your e-mail signature going out on every email you send. Landing a publisher has never been harder, but thanks to the Internet, that's no longer your only option. Self-publishing is easier, more accessible, and more lucrative than ever before. Isn't it time for a raise? Want to get published? Do it yourself, and make a living from it! Check out a free report "How to Turn One Book into a Full-Time Living" at http://www.wellfedsp.com home of author Peter Bowerman's award-winning 2007 release, The Well-Fed Self-Publisher (plus powerful companion marketing guide, The Well-Fed SP Biz-in-a-Box). Author Peter Bowerman is known for the award-winning (and self-published) Well-Fed Writer titles (on the lucrative field of commercial freelancing), which have provided him with a full-time living for over five years. Article Source: http://EzineArticles.com/?expert=Peter_Bowerman http://EzineArticles.com/?How-to-Turn-One-Book-Into-a-Full-Time-Living&id=868208 ************************************************** Visit our Blogs: Guerrilla Insight for Authors http://guerrilla.clarylopez.com/blog The Book's Den http://booksden.wordpress.com ***************************************************** Package Yourself Like a Pro and Promote Your Book with Class ****************************************************** By [http://ezinearticles.com/?expert=Athena_Dean]Athena Dean Surely you have heard the saying, "You never have a second chance to make a first impression." Not only should your book communicate excellence and professionalism, but so should everything related to it. Here are some tips about how to package yourself like a pro. I remember 20 years ago when I was in full-time ministry and we were promoting the ministry's book. We made copies of our promotional material on the copy machine and would inevitably lose the master copy. Then in a rush to have something for our book table at the next event, we would just make copies from a copy. Pretty soon the fliers looked fuzzy, and there were little grey dots scattered over the page. How vital it is to insure that all your sales materials are not only designed well but printed in color, making the most of the technology that is now available. A basic list of important steps to follow when creating your marketing materials would go something like this: 1) Determine your marketing material need: sales or informational fliers, post cards, business cards, brochures, bookmarks, press kits, etc. 2) Write compelling copy for each different piece. 3) Include ordering or contact information by phone (toll free if at all possible), fax, email, website, and snail mail. 4) Have it proofed by someone with editing/proofreading skills, (someone other than your mother, best friend, or spouse!). 5) Decide the kind of look you want and stick with that look through all your marketing materials. (Classic, contemporary, professional, whimsical, etc.) Think it through ahead of time so that you begin to develop a consistent "brand" for your ministry / message. 6) Have it designed well, lots of white space and first class design elements, (avoid MSWord clip art and 3-D graphics). 7) If at all possible, have it printed professionally. 8) If only very small quantities are needed, print on a color laser, (not ink jet). Oftentimes it is expedient to have a professional help you through these steps so that your finished product does not end up looking homemade and sounding unprofessional by the way it is written. This will always cost you more, but the end results are more than worth it. Believe me, I have tried both ways and have experienced first hand, "you get what you pay for!" If you are fortunate enough to have a son or daughter who is savvy with computers and design...they could help get the design element accomplished without cost and could even earn home school credits for doing it! Now, let's get more specific about the ways you can effectively package yourself like a pro and look at collateral material such as post cards, book marks, extra covers, stickers, business cards and press kits. It was about 18 years ago that Better Homes and Gardens did a survey regarding the effectiveness of postcards and learned that 16 people read every postcard that goes through the mail. That is 15 more people than the one person the mail is sent to....so what does that tell you? Lots of nosey people working in the United States Postal Service! But hey, turn that around to your advantage. The concept of mailing out an offer in the open, rather than stuffed away inside an envelope, gives you a much better chance of exposure. If the cover of your book is compelling and topic intriguing, then there may be many more people who will turn the post card over to read what is on the back, and hopefully call the toll free number listed or visit your website for more information. Another wonderful promotional piece is the bookmark. People love free bookmarks and since they are used over and over to mark one's reading spot, your message gets long term exposure. Then there are extra covers. Often times our authors will order extra trimmed & laminated copies of their full color covers to use as promotional pieces to add to the press kit. Some use them as jumbo postcards to mail to bookstores or other organizations. Because you have the back cover copy included (which should sell them on your book) and room on the back of the giant postcard to include extra ordering information or speaking options available, you get some real bang for your buck. The first time I heard about the idea of putting a sticker on the front of my book that said "Great Gift Idea" I was thrilled. It put into action the idea I have always had...the person perusing your book may not be a prospect...the message might not be for them...but they might know someone who needs to read it. By having a "Great Gift Idea" sticker on the front of the book, this reminds the person to be thinking of someone else rather than themselves. And it opens up a much wider market...everyone they know! Another effective strategy is to use the "Autographed Copy" sticker to your advantage. When a book is autographed, it is not returnable. If you have a local bookstore willing to buy books from you, deliver them autographed with the sticker on the front. Oftentimes customers are eager to buy a book that has been autographed by the author, and at the same time, your risk is lowered by insuring that the product sold will not be returned. And the last of the three stickers I recommend says "Local Author." This is another way to let browsers know that the person who wrote the book is close by, which just may score some points whether they are looking for themselves or for a loved one. Business cards are an absolute must if you've got a book in print. In order to keep your topic/ministry in front of people all the time, you should constantly be passing out your business card to everyone you meet. Remember, the person you give the card to may not be interested, but they might know someone who is! Make sure your business card has the full color cover on one side and contact information as well as ordering information on the other side. Lastly, the press kit is the piece that pulls everything together so this article would be lacking if I didn't give you some tips on how to create a professional and effective package. First, the press kit should be housed in a nice presentation folder with the front cover of your book centered on the outside front. Make sure the color of the folder compliments your cover. We use a beautiful, glossy, full color presentation folder with our colors and graphics so our brand stays consistent. When we put everything inside it looks incredible. Inside the press kit you will want to make sure you include the following basic collateral materials: Overview of the book Author bio Endorsements Suggested interview questions The book overview or recap should have some brief sales copy that includes the benefits and what the reader can expect. Oftentimes, when you are on a radio or TV interview, the host will use this data to introduce your book in the intro to the program, so make sure it is compelling copy. Also, make sure you include the toll free number or web site for book orders, so it's handy for the host to mention. The author bio should be written in the third person and include all credentials and life experiences that show you are qualified to be writing about your topic. Be sure to include any other books you've written and had published. The host will typically use this information to introduce you to the viewing or listening audience at the start of the program. The endorsement sheet is always good to include just to drive home to the journalist, host or producer that you are worth interviewing or writing about. The suggested interview questions should be written in a clear, concise manner that will lead you through the important points of your book. Remember, do not cover everything in your book or there will be no need for any of the listeners to buy a copy. I have always been amazed at how appreciative hosts are to have the suggested interview questions ahead of time. Frankly, many hosts interview five or more authors a week and don't come close to having the time to read every book they review, so you are doing them a great service by providing this guideline for the interview. It also helps you to insure that the host will ask the pertinent questions and also allows you to be prepared with the answers ahead of time! As you compile different promotional materials, published articles or newspaper interviews, and radio or TV interviews, think about adding on and beefing up your press kit to include those additional items, then mix and match based on who you're sending it to. Some of the other items that fit well into a press kit are: Your brochure Your business card A press release Your full cover Clips of positive articles or reviews from newspapers articles Copies of magazine articles you have written on the same topic Promotional DVD Radio interview / sample speaking engagement Suffice it to say that having sharp, consistent, well written and designed, high quality promotional materials is essential to creating the credibility you need and portraying you as an expert in your field. Athena Dean, founder of WinePress Publishing and three-time self-published author, has coached hundreds of authors through the daunting task of book production and promotion. Over the last 17 years she has helped bring the degree of credibility for self-published works up to the high level of acceptance in the industry it enjoys today. Athena functions as Acquisitions Manager for WinePress Publishing Group http://www.winepressgroup.com and is currently the President of the Northwest Christian Writers' Association http://www.nwchristianwriters.org Check out her You Can Do It - Promote and Market Your Self Published Book Blog at http://athenadean.authorweblog.com Article Source: http://EzineArticles.com/?expert=Athena_Dean http://EzineArticles.com/?Package-Yourself-Like-a-Pro-and-Promote-Your-Book-with-Class&id=902143 *************************************************** Letters to the Editor *************************************************** Write to us about what you would like to read about, so send us your comments and suggestions to be included on this section. editor@clarylopez.com Subject: Letter to the Editor Do you have an idea for a topic on this eZine? Send it to editor@clarylopez.com Subject: Ezine idea *************************************************** Articles Submission *************************************************** If you would like to write an article for this Ezine please send your request to: editor@clarylopez.com Subject: Article Submission *************************************************** BookPromo Guerrilla Style Ezine Copyright 2006 -2008 Clary Lopez All Rights Reserved Worldwide. Clary Lopez will not be held liable for any direct or indirect losses or damages originating from the use of any information listed on our website, newsletters or eZine. By using this site and ezine you agree to indemnify and hold all owners and representatives parties of Clary Lopez/Guerrilla Marketers' Cafe harmless from any claim or demand originating out of your use of Clary Lopez/Guerrilla Marketers' Cafe website and/ newsletters or eZine. Use of our website, Newsletter and eZine is and indication of your complete understanding and acceptance of these Terms of Service. Articles can be reproduced on websites or ezines as long as the article and bylines are included without any alterations. No part of the website can't be reproduced in any form or by electronic or mechanical means including information storage or retrieval systems without the written permission from the publisher/owner. |
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