Book Sales Getting Musty?

Adapted from the multi award - winning Frugal Book Promoter
(www.budurl.com/FrugalBkPromo)

In the world of publishing as in life, persistence counts. Of course,
there is no way to keep a book at the top of the charts forever, but if
you keep reviving it, you might hold a classic in your hands. Or your
marketing efforts for one book may propel your next one to greater
heights.

I can't tell you how often I've seen authors who measure their
success by
book sales give up on their book (and sometimes on writing) just about
the
time their careers are about ready to take off. I tell my students and
clients to fight the it's - too - late - urge.

Publicity is like the little waves you make when you toss pebbles into a
lake. The waves travel, travel, travel and eventually come back to you.
If
you stop lobbing little stones, you lose momentum. It's never too
late and
it's never too early to promote. Rearrange your thinking. Marketing
isn't
about a single book. It's about building a career. And new books can
build
on the momentum created by an earlier book, if you keep the faith.
Review
the marketing ideas in this book, rearrange your schedule and priorities
a
bit, and keep at it.

Here are a few keep - at - it ideas from the second edition of The
Frugal
Book Promoter:

 Run a contest on your Web site, on Twitter, or in your
newsletter. Use your books for prizes or get cross - promotion benefits
by
asking other authors for books; many will donate one to you in trade for
the exposure. Watch the 99 Cent Stores for suitable favors to go with
them.

Hint: Any promotion you do including a contest is more powerful when you
call on your friends to tell their blog visitors or Facebook pals about
it.

 Barter your books or your services for exposure on other
authors'
Web sites.

 Post your flier, brochure, or business card on bulletin
boards
everywhere: In grocery stores, coffee shops, Laundromats, car washes,
and
bookstores.

 Offer classes in writing to your local high school, college,
or
library system. Publicizing them is easy and free. When appropriate, use
your own book as suggested reading. The organization you are helping
will
pitch in by promoting your class. The network you build with them and
your
students is invaluable. Use this experience in your media kit to show
you
have teaching and presentation skills.

 Slip automailers into each book you sell or give away for
publicity. Automailers are envelopes that are pre - stamped, ready to
go.
Your auto mailer asks the recipient to recommend your book to someone
else. Your mailer includes a brief synopsis of your book, a picture of
the
cover of your book, your book's ISBN, ordering information, a couple
of
your most powerful blurbs, and a space for the reader to add her
handwritten, personal recommendation. Make it clear in the directions
that
the reader should fill out the form, address the envelope, and mail it
to
a friend. You may offer a gift for helping out, but don't make
getting the
freebie too tough. Proof - of - purchase type schemes discourage your
audience from participating.

 Send notes to your friends and readers asking them to
recommend
your book to others. Or offer them a perk like free shipping, gift wrap,
or small gift if they purchase your book for a friend. That's an
ideal way
to use those contact lists you've been building.

 While you're working on the suggestion above, put on your
thinking cap. What directories have you neglected to incorporate into
your
contact list? Have you joined any new groups since your book was
published? Did you ask your grown children for lists of their friends?
Did
you include lists of old classmates?

 Though it may be a bit more expensive than some ideas in this
book, learn more about Google's AdWords and AdSense and Facebook's
ad
program. Many authors of niche nonfiction or fiction that can be
identified with often - searched - for keywords find this advertising
program effective.

 Check out ad programs like Amazon's Vine review service.
You
agree to provide a certain number of books to Amazon and pay them a fee
for the service. Amazon arranges the reviews for you. It's
expensive, but
it gets your book exposed to Amazon's select cadre of reviewers who
not
only write reviews for your Amazon sales page but also may start (or
restart!) a buzz about your book.

 Some of your reviews (both others' reviews of your book
and
reviews you've written about others' books) have begun to age
from disuse.
Start posting them (with permission from the reviewer) on Web sites that
allow you to do so. Check the guidelines for my free review service blog
at www.TheNewBookReview.blogspot.com.

 Connect and reconnect. Start reading blogs and newsletters
you
once subscribed to again. Subscribe to a new one. Join a writers'
group or
organization related to the subject of your book.

 Record a playful message about your book on your answering
machine.

 When you ship signed copies of your book, include a coupon
for
the purchase of another copy for a friend—signed and
dedicated—or for one
of your other books. Some distributors insert fliers or coupons into
your
books when they ship them for a fee.

 Adjust the idea above to a cross - promotional effort with a
friend who writes in the same genre as you. He puts a coupon for your
book
in his shipments; you do the same for him in yours.

FORMULAS FOR MARKETING SUCCESS!

I asked four book marketing gurus, all of which have catapulted books to the #1 spot on Amazon.com, to write formula that summarizes their secrets. The experts are Kathleen Gage, Nikki Leigh, Penney Sansevieri, and Carolyn Howard-Johnson.

I specifically asked the experts not to write any detailed explanations. The reason for this is that any explanation would be a book length response. In fact all the experts have written extensively on the subject in books, newsletter, blogs and articles.  I was really looking for a simple, bottom line equation that would summarize their basic approach to book marketing success—something that could even be put on a vision board, taped to the computer and stuck on the fridge.

The notion that if an author publishes their book readers will flock to buy it is a myth.  All marketing experts agree that the real work only just begins before the ink is dry and, actually, should begin well in advance of publication.  According to Bowker, U.S. book production alone is around 300,000 titles/ year or close to 6,000/week, (Worldwide the number is around 1 million titles). For some 90% of all titles, the average number of books sold each year, by title, is less than 100.  Clearly, if an author wants to have any kind of sales at all, something more is required than just having the title on Amazon.

Assuming you have a well written book and that there is truly an audience, or niche, for your title, how do you rise from the murky depths of that 90% well?  When you look at the following formulas, I think you will see that simple is best. By simple I do not mean little work, I mean that the way to book sale success is not complex, but it does require vision, determination and constant work. Here is what KATHLEEN GAGE has for her formula:

Desire + vision = success

Opt in list + online marketing = book sales

Bonus offers + opt in box = Subscribers and buyers

Passion + excellence = success

As both a writer and promoter of the conscious use of the Law of Attraction, Kathleen’s use of words like desire, vision and passion are near and dear to my heart. If an author is not passionate about their work, either fiction or non-fiction, chances are they will just end up with a book that sits in the dusty “no sales rank” category on Amazon. What does she mean by ‘opt in list’ and ‘bonus offers?’ My suggestion is to look at the contact information and ask her!

Kathleen Gage works with spiritually aware speakers, authors, coaches and consultants who are ready to turn their knowledge into money making products and services.

 P.O. Box 551, Pleasant Hill, OR 97455 (1.541.654.0426)

http://www.kathleengage.com, http://www.themarketingmindset.com

http://www.dailyawareness.com

NIKKI LEIGH’s approach is a bit different. She says, “Authors and Any Other Business People — Yes, authors are business people. They created a product and offer it for sale - that's a business.  There are many authors who, and rightfully so, see themselves as artists and not businesspeople.  To some, the mechanics of selling a book is to be left to the business agent.  Okay, that may be fine if you are a proven NYTimes bestselling author, but I do not think that the vast majority of authors travel in those circles.  So, if you want more than just seeing your book in print, an author must become a businessperson if they want sales.  Nikki says, “I like to focus on the online opportunities for authors and businesses, so a formula I recommend includes:

Start by offering a high quality product + effective and consistent blogging + utilizing the internet to build your brand and credibility + consistent and targeted social media and Web 2.0 interaction + reaching out to the right target market = Getting your quality product or service in front of the people who need and want what you are selling

I love the product side of the equation because it hits at the heart of the matter and is something that we at All Things That Matter Press stress: get your book in front of those who need or want what you are selling.  I am constantly amazed at how many authors do not even begin to put together a web site or blog until after their book is published.  Most marketers tell authors that if you can start pushing even a year ahead of publication that is not too soon. In fact, it takes at least a year for anyone to know that you exist.  Building a credible presence on the internet is not an overnight process, especially since every week that goes by, 6,000 new authors add their pages to the search engines.  Further, some authors might think that these types of efforts only apply to non-fiction. Well that is fiction! Any novel worth reading has some kind of message and there are those who need and want what you have to say.  If you do not believe that, then why write at all?

To see more about Nikki and her approach to marketing, visit the following:
Book Promo 201: Harness the Power of the Internet with Web 2.0 and Social Media Marketing
Follow Me on Twitter - www.twitter.com/litekepr
Promotional Services - www.bookpromotionservices.com
WE Magazine - 101 Women Bloggers to Watch for 2009

PENNY SANSEVIERI offers several additional elements to the success formula. She says, “So, in my view there are a few things. First off, it's consistency. Whatever you do, be consistent in your communication. So often authors get weary of their campaigns or impatient for results so they change messages, focus, whatever - before the other direction has a chance to launch or get lift off. I predict that in an age of media coming at us from every direction, consistency of message will be what sets us apart. Then, it's persistent - so whatever you do, keep doing it. It's the long runway of promotion. Often it can take a while to get lift off.

Finally, authors need to know how to harness inbound marketing. It's not about being on Facebook, Squidoo, Twitter or YouTube and keeping folks there, it's about bringing them back to the author's website. Then, on the website—author's need to spend some money on this. Don't design your own site or cut your own hair :) two must-never-dos for sure. For example, we just had our site redesigned - in 24 hours it quadrupled in conversion rate, meaning that folks who land on the site are doing something: signing up for the newsletter, requesting a consult. Frankly, since the site has been launched it's been like drinking from a fire hose. All sites should be like this. The site must work for you otherwise all the work you do is a bit wasted.

So what is Penny’s formula?

consistency of message + persistency of the author + understanding and managing your inbound marketing campaign + a website that works for you = success

Penny C. Sansevieri, Adjunct Instructor NYU
Author Marketing Experts, Inc.
http://www.authormarketingexperts.com, http://www.huffingtonpost.com/penny-c-sansevieri

Office: 858/560-0121 Hotline: 619/808-BOOK
Listen to the Publishing Insiders on BlogTalkRadio

In a way, Carolyn Howard-Johnson sums much of this discussion very nicely. Her formula is:

marketing = marketing = marketing > learn from other industries

She adds, “I like it because I think authors often think, Oh, that's for big business, not me.”  The scenario goes something like this:

You have a desire and vision that must be marketed

You have a quality book and brand that must be marketed

You have a consistent message that must be marketed

Marketing is not a dirty word! There is probably very little in your life that is not there due to marketing.  Let’s face it; even your spouse or life partner is there because you marketed yourself as being someone worth spending time with.  Carolyn also points out that authors should learn from the success of others.  Why are some authors’ campaigns very successful and others not?  Why does one product catch the consumers’ attention and the other fades to oblivion?  Authors can learn from those who successfully sell their books and adapt those techniques to their own efforts. You can also borrow from the success of any product.  Perhaps the right logo, a good sound bite, phrase, or proper niche effort is what makes a product a success.

Carolyn Howard-Johnson
Instructor for the renowned UCLA Extension Writers' Program  
Web site: http://www.HowToDoItFrugally.com
E-mail: HoJoNews@aol.com

Award-winning author of the HowToDoItFrugally Series of Books for writers, including USA Book News' award winners
The Frugal Editor http://budurl.com/TheFrugalEditor
The Frugal Book Promoter http://budurl.com/FrugalBkPromo
Blogs for Writers:http://www.SharingWithWriters.blogspot.com ,
http://TheNewBookReview.blogspot.com ,
http://www.TheFrugalEditor.blogspot.com

Does all of this imply that only authors with big budgets can have a high sales ranks and numbers?  Not at all.  In fact, so much can be done for nothing, or with minimal expense, in this day of instant information access.  You just have to know how to do it and hopefully, the above formulas will set your marketing efforts in the right direction.

 

Ten Ways to Sell Books on Amazon

From SharingwithWriters, Patricia Dischler and Mindy Lawrence Sharing, 10 Ways to Sell Books on Amazon, http://www.AuthorsDen.com/adstorage/1713/SharingwithWriters_Dec_28_2009.pdf




You can use Amazon to improve your ratings and your ratings don't get
better until you sell books.

So, telling you how to get better ratings on Amazon is tantamount to
telling you how to sell books. Many of you know that I rarely talk sales
when I can talk more important things like cross promotion and branding.
You may know that I believe if you network well, you won't have to sell
anything, ever. Not in the traditional sense.

That is my disclaimer. I'm going to tell you how to let Amazon help you
sell more books anyway!

A promotional drop in the bucket can move Amazon ratings drastically!
Especially if you keep dripping promotion into the pail. Use the perks
that Amazon provides for you (see the list below), and you'll find your
book selling. Especially if you don't give up. Just keep dribbling little
bits of information into these Amazon tools. It's about frequency and
longevity. Here they are. Pick one (or more) and keep at it:

1. Use Listmanias on Amazon and, along with your own book, sprinkle in the
titles of your author - friends. Let these authors know you did it. That's
a way to make a new promotion friend. There is a chapter in The Frugal
Book Promoter: How to Do What Your Publisher Won't that tells you how to
use this free promotional perk along with tips for making Listmanias more
effective. It also includes information on other free tools on Amazon.

2. When you read a book by an author you know (or even one you don't) do
yourself and them a favor by adding a review to Amazon. It takes but a
minute and YOU and your book get exposed too, if you use a promotion -
savvy signature. Simply type in a couple of dashes and then add "Reviewed
by xxxxx and your book title." Don't link to your own sales page on
Amazon, though. Amazon cops don't like that!

3. Tell other people about what you're doing, how your book relates to
current events and more by posting on your Amazon plog. Another name for
it is AuthorConnect ™, and it's really a blog provided by Amazon. You do
have one don't you? Spread the word about your fellow authors' books, too,
and then ask them to pass on the word about your plog, complete with URL.
This is viral marketing and it works.

4. Flesh out your book's page on Amazon by using Wiki (or Amapedia) to add
information on your awards or other publishing you've done.

5. Add to the tags, too. Use keywords from you book. As an example, for
This Is the Place, I use Big Love, Mormons, polygamy, Utah, western
history, women's fiction, coming - of - age story, New York, Latter Day
Saint, and a whole lots more.

6. Ask your friends and professional associates to review your book on
Amazon. See that word "ask?" They will be happy to do it. They just need a
nudge!

7. If you have a book suited to it, you add pictures to your book's page.
Check out my "Promote or Perish" picture on The Frugal Book Promoter page.
Here's the URL: http://www.budurl.com/FrugalBkPromo .

8. Don't avoid Amazon because you're mad at them. Getting caught up in the
idea of trying to sell your book only on your own Web site is
counterproductive. You may make more per book, but you'll make less over
all and your overall promotion will suffer. Read that word "promotion" as
"readership." Read it as "exposure." Read it as "credibility." You and
your book need to be seen more than you need a couple of extra dollars
profit on any given book.

9. Look into the So You'd Like To's . . . on Amazon. They will allow you to
rant or write essays to your hearts content and gather readers as you do
it. They work similarly to Listmanias but they're lots more work.

10. Make friends. When someone adds a review to your page, invite them to
be an Amazon Friend. Include a thank you in the message. Nose around a
bit. You'll find all kinds of ways to let Amazon Friends know about your
next book . . . and your next. And keep in mind that when someone is your
friend, your book or picture may show up on their profile page. Their
friends buy books, too!
CHJ

Literary Novel Finds Publisher and High Approval

The following was posted on http://thenewbookreview.blogspot.com/

It is nice to see that ATTMP books are getting positive reviews. Thank Carolyn foe the serive and writing blogs you provide to authors!

Shades of Luz
John Gorman
Genre: Fiction: Literary
ISBN 098409847X

Reviewed by Nannette Croce for A Book Review Blog

John Gorman's first novel Shades of Luz is a fun read, though I must admit I'm a little surprised it found a publisher. That's not criticism. It's just that the book is hard to classify, and classification末or genre末seems to carry far too much weight with agents and publishers these day. Happily All Things That Matter Press must be somewhat more flexible.

Shades of Luz is part coming-of-age novel and part love story and even a bit surreal at times. Benny Fluke is a 29-year-old still living at home and working on his Master's thesis, the subject of which he keeps changing. He meets the elusive Luz while selling stuffed animals for a fake charity, and from then on she threads through the story, popping in and out of his life, encouraging him to move out of his parents' house, eventually sharing his apartment, but always hovering between friend and lover. The story is enlivened still more by some oddball and humorous minor characters and Benny's unusual workplace where he goes from overseeing the monkeys who pick stocks on a dartboard to championship thumb wrestling within the same company. And then there's that strange secret about Benny's Mom.

As a Baby Boomer I'm used to thinking of coming-of-age novels dealing with teens, but 29 is probably on target for the current coming-of-age generation. One thing that did confuse me a bit about the novel was the time period in which it was set. While much of it seemed current, Benny's workplace seemed a little futuristic, though maybe it was just meant to be fantastic. Whatever, it added interest and humor.

I "met" John Gorman when I accepted and edited Boba Fett Blues, my last official job with The Rose & Thorn. So I wasn't surprised that Gorman is at his best in those scenes that reminisce on childhood and adolescence.

Here's wishing John Gorman success with Luz and all future endeavors.
-----
The New Book Review is blogged by Carolyn Howard-Johnson, author of the multi award-winning HowToDoItFrugally series of books for writers. It is a free service offered to those who want to encourage the reading of books they love. That includes authors who want to share their favorite reviews, reviewers who'd like to see their reviews get more exposure, and readers who want to shout out praise of books they've loved. Please see submission guidelines on the left of this page. Reviews and essays are indexed by author names, reviewer names, and review sites. Writers will find the index handy for gleaning the names of small publishers. Find other writer-related blogs at Sharing with Writers and The Frugal, Smart and Tuned-In Editor.

GET YOUR BOOK MARKETING 'HOJO' WORKING!

ANOTHER BOOK MARKETING GURU, CAROLYN HOWARD-JOHNSON, has offered more tips on marketing your book. If your book is on idle, perhaps it is time to look at other ways to promote and market. As Carolyn clearly says, marketing is not a 'one shot' activity. This may be a bit corny, but if you do not put in the time, you will not make a dime. Again, there are many great links in this blog to follow and if you want your book to be a success, there is no time like the present. I have used Carolyn's books in my own marketing efforts. They work!

In terms of promotion it matters not a whit who publishes your book, you, dear author, must learn to promote it if you want to give it a fighting chance on the freeways of commerce. If your name isn’t King, Grafton, Oates or Bradbury, forget a free ride. Even famous names like these once paid their promotion dues and some still are. John Grisham’s story about selling books—store to store, person to person, out of the trunk of his car—is legend, if not letter-perfect true.



Further—and this is the more vital part of this message—no matter how big the budget or adept the publicity and advertising department of your publisher, there are some things they cannot do as well as you can. They, after all, are the publishers. For the public, the magic is in the author’s name, her smile, her story, her signature.



It is said that business and art don’t mix. Actually they mix very well. The chances of success for artists who are natural promoters (Think Warhol. Think Dickens.) grow incrementally compared to artists who prefer to remain cloistered.



The reasons that authors tend to fail at promotion are two-fold. They think they must only show up at bookstores with a good pen because that’s all that is expected of Hilary Clinton or J.K. Rowling. They may be frightened by the magnitude of what they suspect they must do to give birth to this book of theirs—their baby—and so they dig in their heels and go into a severe state of denial.



My HowToDoItFrugally series of books for writers (www.howtodoitfrugally.com) addresses both groups. Unfortunately authors often don't hear about the need to promote until it is too late or nearly too late for their books. That almost happened to me. And that is the reason I wrote THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T. I should have added or CAN'T. There just isn't that much profit built in the sales of book these days. It troubles me because now there are books out there--mine and others--that teach authors to market their book for very little money. The cost of a book should not be too much for a writer to invest in the future of his writing career.



THE FRUGAL BOOK PROMOTER will lead you up the publicity rungs of the publishing ladder. You’ll learn what you might do before your book is published, what you must do soon after it is published and beyond. Consider everything offered in the book, as if you were testing desserts at a smorgasbord; then select what suits your book, your personality and your pocketbook.



You will need to know how to write and assemble a media kit, write a great media release (please call them media releases, not press releases!), how to write a great query letter so you can ask (and get!) reviews. You should have a Web site, and a blog. A newsletter is also a good idea. And this is just for starters.



To do all of the above things, you'll need to know how to build a contact list. Without a list of your personal contacts, your fans (as your popularity grows) and the media, all else is to little or no avail. Marketing is not a one-shot thing. You, the author hold the future of your book in your hands. No matter how much your publisher or publicist or anyone else loves your book, they will not love it as much as you do. So, why would you neglect giving it a great start in life?



When you finish THE FRUGAL BOOK PROMOTER you’ll know what it took me—with a publicity background—three years to learn. Publicity for authors is a specialized arena of public relations. I tripped and fell into many PR potholes; negative experiences can be good teachers but learning from a book like this is less painful.



THE FRUGAL BOOK PROMOTER is not a text. It contains many opinions—some as black and white as the page you find them on. You may also notice omissions. I avoided topics that have been covered ad infinitum and for which I have nothing new to add but you will find some new (or rarely used) ways to promote that have not been scorched, stirred and then warmed over.



I hope you'll learn what you can and do what you can. Give your publisher a break. At a very minimum, the two of you are partners. Know that the publishing world is not operating with the same ground rules they did even a couple decades ago.



The good news is that THE AUTHOR is in charge of his own career these days.

Award-winning author of the HowToDoItFrugally Series of Books for writers, including USA Book News' award winners
The Frugal Editor http://budurl.com/TheFrugalEditor
The Frugal Book Promoter http://www.amazon.com/Frugal-Book-Promoter-What-Publisher/dp/193299310X/

SUBSCRIBE TO NEWSLETTER, HoJoNews@aol.com.



Blogs for Writers: http://www.SharingWithWriters.blogspot.comhttp://TheNewBookReview.blogspot.com

CAROLYN HOWARD JOHNSON OFFERS GREAT TIPS

Carolyn's newsletter for authors is always filled with useful information regarding book promotion. She also has several blogs that are very helpful.

Her newsletter can be found at:
http://www.AuthorsDen.com/adstorage/1713/SharingwithWriters_July_11_2009.pdf

You can get a less formal email version by contacting Carolyn at, Carolyn HowardJohnson"

http://www.SharingwithWriters.blogspot.com, a blog on all things
publishing
http://www.TheFrugalEditor.blogspot.com, all things grammatical and
ungrammatical
http://www.TheNewBookReview.blogspot.com, a blog focused on YOUR reviews
http://www.TheFrugalEditor.blogspot.com, a blog focused on editing,
formatting and craft

FROM HER JULY 12 NEWSLETTER-In the News: The number of members of the American Booksellers Association
(ABA) declined. Their funding has declined, too. Authors who are
emphasizing bookstore sales at the expense of online sales may be making a
big mistake.

CONVERSATIONS WITH EDITORS

This notice is re-printed with permission from a post on WelcometoReadersStation@yahoogroups.com

A great group for authors to join!

Below is the link to a pre-recorded "Conversation with Editors"
Carolyn Howard-Johnson and Yvonne Perry, which covers some of the
common mistakes writers make and how to correct them. We have also
provided helpful tips for impressing a publisher with your query
letter.

Carolyn is an editor and author of The Frugal Editor: Put Your Best
Book Forward To Avoid Humiliation And Ensure Success (How to Do It
Frugally). Yvonne is a full-time freelance ghostwriter and editor,
and the owner of Writers in the Sky Creative Writing Services.

Here are some of the things we have addressed in the podcast:

Writing title and header case
Is a book titled or entitled?
When to use all caps
How many spaces between sentences?
Serial Commas
Writing for Decades
Hyphenating
Internet and Web site
Using Em and En Dashes
Overuse of That
Writing Dialog
Writing Numbers

Listen to the audio here…

http://yvonneperry. blogspot. com/2008/ 12/do-you- have-questions- about-
editing.html