Posts Tagged ‘book marketing’

Nina Amir on How to Market Your Book

August 20, 2013

nina1-150x150Today we are going to interview Nina Amir who  will offer us  some tips on how to market your book on the  Internet.  Nina is  a writing  coach who motivates writers to  create   publishable  books and  to enhance their  careers as authors.

She is the  author of the bestselling How to Blog a Book: How to Write, Publish and Promote Your Work One Post at a Time (Writer’s Digest Books). She is also a  nonfiction editor, proposal consultant, author, and blog-to-book coach with more than 34 years of experience in the publishing field. She is the founder of “Write Nonfiction in November”, aka National Nonfiction Writing Month. Her new book, The Author Training Manual, 9 Steps to Prepare You and Your Book Idea for Publishing Success (Writer’s Digest Books) will be released in February 2014.  You can get a free strategy session with Nina on blogging, blogging a book, writing a book, achieving results, or  editing at  http://bit.ly/NA15free.

A good portion of my time as an agent is taken up with crafting book proposals. As you know, a book proposal is a highly structured business plan for your project which will convince the publisher that your book is important and that you know how to reach your audience. Publishers require a “marketing” section of the proposal laying out how you intend to promote your own book. I’ve written some blog posts on the subject. Most of my clients are, at best, intimidated and usually flummoxed in writing this section of the proposal. .

Once the book is out, the author learns the hard truth that publishers never promote the book as much as they imagine and usually stop promoting it a month after publication.

Andy: Nina, thanks for coming here today. Do you agree with my assessment above?

Nina: Yes, I do. For some reason, aspiring and published authors seem to cling to the outdated idea that a publisher will do the hard work of promoting their book for them.  That’s why writers often want to become traditionally published. But that’s  not a good  reason to pursue this publishing route.  If you want your book to succeed, you will have to do the same amount of work to promote your book whether you self-publish or traditionally publish. And the work begins long before your book is published.   You need to start building your platform at least three years before publication date, if not longer.

Andy: When I do get the marketing plan from the author, it’s usually pretty predictable. He will put up a book website; he will blog (maybe); he will set up a page on Facebook and perhaps Twitter. Publishers aren’t particularly impressed by this. Can you give us some tips about each of these  social venues and tell us how to make them rise above the conventional.

Nina: Well, you can blog a book. Many bloggers with huge readerships have landed book deals because they unwittingly test marketed an idea for a book. Later, an agent or acquisitions editor saw the potential for a book based on the material in the blog.  They then decide to repurpose the content of the blog into a book.  But also you can blog your book—or a good portion of it—from scratch. By this I mean plan out your book and publish it post by post on your blog. If you gain a large readership or subscriber base in the process, you can prove to a publisher that you have a great idea for a book—and a built-in readership.

Andy: But Nina, one of the big causes of rejections that I get is that publishers are skittish about taking on material that is already available for free on-line. Can you comment on this?

Nina: Some publishers don’t want “previously published” works.  But many are happy to have material that has been test marketed successfully.  If you do this correctly—following the plan in my book, you will have left out some material so the publisher has about 20% or more unpublished material to include in the book. Plus, you will edit and revise what was on the blog to improve it. This makes it “new” to some extent. You can also point to the many “booked” blogs that have been best sellers, like Julie & Julia, Stuff White People Like, and so many more.

Andy: What about Facebook and Twitter?

Nina: Your Facebook page can be used like a forum, especially if you write nonfiction. You can create courses around your book and drive your class  participants to the page. You can offer tips and advice there and generate discussions—real engagement. Your Twitter account can be used for a Twitter chat of some sort or for a tip series.

In other words, you must use your social media, including your blog, as a way to build more than just a following. You need to build a community and a brand. There must be name awareness. You have to see yourself as more than just the author of a book, and all you do—your blogging efforts, social media efforts, speaking, etc.—must build your visibility into an author brand as well as a platform. What this does is show that you have business savvy. Publishers are looking for good business partners, not just authors. Business people know how to sell books; more often than not, authors do not.

Andy: Since publishers rarely have the time, inclination, or money to reach out beyond the usual sending out of press releases, what else can the author do at the time the book is released.

Nina: I highly recommend a virtual book tour. Everything you do on the Internet makes you and your book more “discoverable.”. That means when someone searches on Google, using some sort of keywords or search terms related to your book, he is more likely to find you on the first Google search engine results page. So write a series of guest blog posts for bloggers in your category or niche. This could include having them interview you or review your book. Do 15-30 posts over the course of the month when you release your book! And land some Internet radio shows or podcasts as well, so you aren’t just doing a blog tour but a true virtual book tour.

Andy: Nina, there are so many blogs online. Give me some practical tips on how an author can sort through them and select the ones that make a difference and avoid the “moms-at-home” blogs.

Nina: You can do research. Check a blog’s ranking at blogcatalog.com or at Technorati.com. Go to Alexa.com, where you will find a single digit page rank a well as a global rank that can be in the millions. You want to blog for sites with page of 3 or above and with a global page rank in the six figures. You can also do Google research; almost every category has had one or more sites compile a list of the top blogs on a particular topic.

Andy: What about sending out press releases?

Nina:  Definitely. You can send them out to online and print publications. And you can contact local radio  and televisions shows personally. If you write nonfiction, I like to use ExpertClick.com to highlight my expertise to journalists and send out press releases that reach them as well as the general public. It’s less expensive than some services. There is a yearly expense but you can send a lot of releases for one fee. (Use my name to get $100 off…)

Andy: What else should authors be doing at publication time?

Nina: Optimize your Amazon Author Central page. I go back every now and then to see what else I can add, and I’ve still not done everything possible. You can:

Add video,  add Twitter feed, add blog feed, share speaking events, create discussions, get reviews.

The last one is very important. Reviews can really help a book succeed.

Use Youtube and other easy video and photo options, like Instagram.  And don’t forget other social media, like Pinterest and Google+.

Andy: Should they be looking for a freelance publicist or consultant? Some of these people charge a lot of money.

Nina: I used a publicist and thought it was a waste of my money. But then I found  someone to help with one of my two blog tours, and that was well worth it.   That person found bloggers willing to either interview me, have me write posts for them or write reviews, so I didn’t have to do the research or contact them. She coordinated the dates and made all the arrangements. I just had to turn in the posts to the bloggers on time. This was much less work than doing it myself.

Andy: Thanks Nina. If you want to find out more about Nina’s ideas and how they can help you promote your book, you should buy: How to Blog a Book: How to Write, Publish and Promote Your Work One Post at a Time.

How to Write a Great Marketing Plan For Your Book Proposal

December 23, 2012

Most writers are intimidated by book proposals. I can see why. Writers are writers, not salesmen, not marketers, not researchers,  and not necessarily aggressive self-promoters.  But all of these qualities are necessary when you are putting together your proposal.

I don’t think proposals are that hard, that is unless you don’t have a clear idea of what your book is about. And even then, I have found that in the process of writing the proposal, the writer’s ideas become clarified, the structure of the book tightened up, weaknesses become apparent,  and more often than not  the concept of the book gets  strengthened.  Writing the proposal is time well spent. And a good agent will lead you through that process.

Simply put, a book proposal is a business plan. The purpose of the proposal is to describe   your book idea to a publisher and to get them excited about it.  But you also need to be careful not to oversell. Publishers are going to give you a lot of money (well, probably only an insultingly small amount of  money) based on the material in the proposal, and they have a right to know what they are buying.  Trying to dazzle them with hype or baffle them with bullshit  isn’t going to work. We have heard the pitches  a million times about the book being  a shoe-in for Oprah,  being the newest Eat Pray Love, or the next Spielberg blockbuster. Certainly all of those things would be nice, but they usually don’t happen. Trying to oversell the book sends the message that the writer is either  unrealistic or manipulative. These are messages you don’t want to convey in the proposal.

A good proposal anticipates the questions and concerns an editor is going to bring to her reading of your proposal. I did a blog post about this last year called “Think Like an Editor.”  You need to know what those questions are, and your proposal needs to answer them convincingly.

Of course, the $64,000 question is going to be whether your book will make money. And one of the questions you will need to answer is “what will the writer do to help sell the book”.  That question needs to be addressed in the “marketing” section of the book proposal. That’s usually the section that authors have the most difficulty with. So let’s talk about that today.

The marketing sections that come to me in draft proposals usually fall between the Scylla of  being totally lame and the Charybdis of grandiosity. I’ve previously written a blog post called “The Art of the Pitch” where I tried to evaluate pitches that work compared to those that don’t. We have already mentioned above some examples of grandiosity. I will not  allow the word “Oprah”  to be mentioned in a proposal that I am submitting, unless you happen to be sleeping with Oprah’s latest diet guru. At the other end of the scale, I see marketing plans which tell the publisher that the author will have a publication party at her mom’s house and might contact local booksellers to (try to) schedule events. These pitches are totally lame. My favorite pitch was by an author who said  that he would agree to be on Fresh Air with Terry Gross, time permitting.

Remember that the marketing section is about what you are going to do. You don’t have to advise  the publisher  about what they already know. You don’t have to make a list of  major national periodicals to send review copies to. But if you are aware of niches that the publisher might not know about, you should bring that up.

And you should be quite emphatic about what you will do. And that means don’t fill up the proposal with  errant speculation and wishful thinking. I generally tell my clients not to use the word “might” in their marketing section. It’s weak and sends the message that you also “might not” do what you are proposing and probably won’t. And while you are at it, don’t use the word “try” either (as in “I will try to get Cameron Diaz to give me a blurb.)

A good marketing plan needs to be robust, but it also needs to be convincing.   You have to speak with authority. That means that you need to have a realistic and professional tone. And you also have to be honest. Don’t promise what you can’t deliver.

Here are some  points you should be thinking about when writing   your plan.

  • Websites. Publishers expect you to have a website for your book. So you should mention that you intend to do it. Now if you already have a website with lots of fans and lots of unique views, then you have a compelling pitch and you should make it.
  • Blogs and social media. Publishers like authors to blog. If you have one, that’s great. And if you have impressive numbers of followers and viewers, let the publisher know.  But a lot of writers aren’t going to do blogs. Maybe you don’t have that kind of time. So don’t promise one unless you are committed to it.  Publishers also expect you to engage in social media like Facebook and maybe Twitter, so you should address that. And if you have an impressive  amount of friends and followers in social media, then let the publisher know.
  • Media appearances. If you have strong connections with media and have a realistic chance of getting bookings, then mention that in the proposal. It helps if you have had previous appearances in those venues or if you have a close relationships with people who can help you line them up. But again, don’t engage in wishful thinking.
  • Blurbs are good, but make sure that you either already have the blurbs or have firm commitments. It’s ok to say that Cameron Diaz will blurb your book if she has agreed to do it. Don’t make a list of celebrities that you will “approach” for blurbs, although by all means, start thinking about who to approach for blurbs after you get a book contract.
  • Speaking engagements. If you  do public speaking as part of your job or your platform, then talk about the major venues where you will be speaking at the time of publication. You should probably limit this to major venues with significant audiences.
  • Book signings. It’s ok to say that you will aggressively seek out book signings. Remember that publishers usually make the initial contact with the bookstores.
  • Book tours. Publishers won’t send you on a book tour unless you are a huge author. Some authors will go on a tour at their own expense. If you intend to do this, mention it in the proposal. Give the publisher a list of cities and tell them you will work with the publisher to line up signings and media appearances in those cities.
  • Book groups. Offer to meet with book groups reading your book or to do Skype appearances. It’s always a little tricky trying to ferret out these groups. If you have ways of doing it, let the publisher know.
  • Press kits. It’s always nice to put this in the marketing plan, because it shows that you are savvy at promotion. Describe the press kit a little. And if you have creative ways to disseminate it,  let the publisher know. Again remember not to tell the publisher how to do their job.
  • Other  stuff. You should try to think of other creative ways to promote the book that won’t be done by the publisher. Do blog tours, giveaways, op-ed pieces. Hire your own publicist, but let the publisher know and make sure that you will be working closely with the publisher on promotion
  • Platform. Platform is a subject unto itself. I have another blog post called “Platform is More than Just a Website and a Blog”. If you have a platform, make sure that you leverage it for marketing the book and explain in detail how you plan to do that.

These are just a few ideas. You need to think long and hard about this. Remember whatever you say in this section, the most important thing is to be realistic and convincing. And that means –in this and in all things–be honest.


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