Stop Spending Your Promo Dollars on Throw-Away Marketing!

This will be brief, as I've written about this topic before. I just want you to understand very clearly that if you are spending time, effort, and money on traditional book promotion (i.e., signings, mailers, print ads, brochures and fliers), you may well be tossing your hard-earned cash out the window.

The explosion and fragmentation of mainstream media outlets have made it extremely difficult to capture the reader’s attention. Just like an arms race, the arsenal of traditional book promotional tricks is ever expanding (i.e., fancy book marks, post cards, emailers, newsletters, blogs, trailers, virtual tours, author interviews, website templates, banner ads, print ads, book widgets, SEO, RSS feeds, press releases and the list goes on).

So, why do I categorize these familiar marketing tools as “throw-away marketing”? Simple. They all yield a very limited window of exposure for the money. You may get your “fifteen minutes of fame” (btw - webtime is about 4.5 seconds), but once that email blast, SEO campaign, or book signing is over, your advertising fame fades as quickly as a camera flash in a stadium full of flashes.

The days of “it’s a numbers game” are over (unless you’re an A-List author with GOBS of cash on hand). For the rest of us, start investing your marketing dollars into programs that yield long term residuals.

This is where social networking and viral marketing programs fit the bill. You see, regardless of which social networking site you prefer (i.e., MySpace, FaceBook, Gather, Ning, Twitter, etc.) here’s what they all have in common – no expiration date. These marketing platforms build over time (i.e., 5 friends, 25, 150, 600, 3000, and on and on) month after month and year after year as long as you tend to them.

Just like gardening, how you start and tend to your social networking site is key to achieving long-term residuals. So what are the magic ingredients? First, know this is not a numbers game (i.e., how many friends can you get). Here you need to take the time to find the right people. Second, keep it interactive and personal. If some one is kind enough to contact you respond in kind. Lastly, be prepared to invest the time, lots of time.

But don’t despair on the investment in time . What you get in return to switching to a residual approach vs. indirect is more direct control and transparency. Here you can actually see the results of your efforts and won’t be saying “what did I get for my money!”

Always remember that marketing and promoting yourself through social networking and viral marketing is a people-centric process and is the opposite of indirect mass marketing (hence the term throw-away marketing).

However, if you insist on marketing your book the old-fashioned way, then go ahead and send me a book mark or signed cover flat. I PROMISE I won't throw yours away. ;-)

I invite your questions:

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

Think Baseball When Striving for Book Sales ;-)

Now that the boys of summer are back in play, perhaps we can all gain a few simple insights from America's favorite pastime when thinking about how to generate book sales.

Sure, we'd all like to hit the ball out of the park when our book hits the streets, but rather than spend your promotional dollars on "home runs" you'll get more value for your money if you strive for base hits and make your way around the diamond to home plate (book sales).

Here's the formula:

First base -- Build a core audience. Social media sites (i.e., Myspace, Facebook, Goodreads and others) are ideal for audience building. Here you can readily find bookstores, libraries, and fans of your genre who will easily (and politely) accept your friendship requests to learn more about you.

Second base -- Line up your book reviews. Most readers will not buy a book based on the cover alone. They like to see what other readers think. But here you need a little advance planning to get to second base. Get your ARCS (advance reading copies) out three to six months in advance to the right people, bloggers and media sites to review your book. If you book is listed on Amazon, you can use your investment in getting to first base (i.e., your audience) to write up some fair book reviews to your listing. But only ask for real and sincere reviews. We can ALL smell a self-promoting book review from a mile away -- GEESH!

Third base -- Now that you have a core audience of followers and a base of book reviews, it's time to throw in some sizzle (i.e., excerpt contests, watch-the-trailer contests, etc.). When you have people actively participate in what you are doing, when you ask their opinion, you get them more excited and stir a bigger buzz.

Home Plate -- Book sales! If you follow the simple formula as laid out here you should see healthier book sales. Think of yourself as a key player in your marketing efforts. You can't just sit back and wait for the end score. Get in there and bat! Devote time to your audience building through creating relationships with readers and others who are helpful to book sales. Don't waste your time on those who are not helpful to sales. Choose three social media platforms and really work 'em. With practice, you'll become one of the best hitters … er, I mean marketers of your work … ever.

As always, I invite your questions and comments. ; )

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

How Much Does Luck Contribute to an Author's Success?

Luck Be Our Lady!
How much does luck contribute to an author's success?

When I think about luck and writing, one of the first word sets that comes to mind is Harry Potter. That is far more than a story of success for a down-and-out writer who was on social services sitting in a coffee shop every day with her infant at her feet writing her book. An ex-school teacher who was writing for no one but herself. That is truly a story of phenomenal luck with a capital "L."

As I've heard the story, J.K. Rowling's book was written in long hand. I've spoken to many editors in my day and the rule of thumb is that no manuscript that isn't typed, double-spaced, and that doesn't come in a typed envelope with an SASE isn't getting past the slush pile … if indeed it reaches that honored pile. In fact, just based on its untyped nature, it will be cast aside. But not in Rowling's case. It was luck that landed her manuscript in the hands of a decision-maker at the publishing house who supposedly was bored and having tea and needed something to read. It was luck that Rowling's manuscript was on the top of the heap. However, the rest of her story of success is due to her character development and talent as a writer.

Think I'm crazy? One thing I do day in and day out is talk to authors, well known and not so well known. You know what I hear from those who are selling tons of books? Authors who make a very good living from doing what they love to do in life? Yep. It was a stroke of luck that got them positioned thusly. One very accomplished writer extraordinaire actually suggested that I write a piece on luck because it was luck that got him going. It was luck, he pointed out, that came into a lot of well-known authors' lives. At first I disagreed, but the more I started asking the question of other authors, the more I realized he was absolutely right!

Don't believe me? Look at your own writing life. You have a great book. Your book is better than a lot of books on the book store shelves. So why isn't your book on the store shelves? Before you say that it is because these authors know people or that they have that certain magic that you don't, ask yourself:

What makes a best seller?
Does it really happen by design?
Or are publishers just rolling the dice with authors until they hit pay dirt?

Here's my opinion (it's a spoiler so don't read on if you don't want to know!) derived from over 20 years in the publishing business and working BOTH sides of the keyboard (i.e., writer and in publishing as an editor). Luck, my fellow writers, accounts for possibly 90% of a writer's success.

Surprised? Still doubtful? Okay, then I give you an assignment. Ask three best-selling authors how they made it and I'll bet you dollars to donuts that you'll hear a very humbled and common story of somehow being at the right time and right place, and getting the right response from readers of their book.

But here is the flip side to this coin. You cannot discount the importance of that other 10%. If you have a good story with a thorough and provocative plot line written well with excellent character development in place, you can be one of the lucky ones. These are all mandatory elements to the success equation in an author's life. Again, let's go back to Rowling's story. It started with a great bit of luck, but had her characters not been so highly developed and interesting, and had her writing not been exceedingly strong, her first book much less the rest of her books would not have been published. No one would know her beloved character Harry.

I do not want you to stop living the dream just because a lot of your success as an author boils down to luck. It has a lot to do with how many eyes you get your book in front of, too! Expose yourself!! (Okay, minds out of the gutter, folks.) Increase your luck by reaching out to people.

Focus your marketing efforts on the luck factor's source - the human factor. Human beings are mostly random creatures by nature. Sure, we have our daily routines, but how many times are those rhythms interrupted by the unexpected? We've all experienced the "randomness" of creativity, ideas and inspiration. Some of my best ideas, for example, come to me in the middle of the night. Or in the shower. Or driving. It doesn't get more random than that. I'm certainly not trying to form the ideas. They just randomly come to me. It's an intimate experience. And that's the key. But I digress.

What I want to leave you with today is that you can never forget that the real end game to writing is touching the lives of readers (a.k.a., real people) with your story. You are not selling books. Book sales are the byproduct of touching lives. On that note, here is my recommendation. Focus your book marketing on an interpersonal approach (not a mass marketing approach). Mass marketing works for toothpaste but not for books, and the reality is that we're becoming increasingly numb to mass market advertising anyway.

For those of you who have been reading these Book Candy Sandy pieces for awhile, you might guess what's coming next. But I feel like I need to hammer this message home.

How do you create an interpersonal marketing approach for your book(s)? Social media networking!!!! "Social" media marketing is what? SOCIAL! It is not selling. It is getting to know other human beings on a personal level and sharing YOUR STORY with them. Not pushing your book in their faces. When you invest the time to get to know more people (a.k.a., book store owners, readers, editors, libraries, bloggers, etc.) you might just find that your luck improves! In fact, I'm willing to bet I'm right. I'm feeling pretty lucky today! but that's an announcement for another day.

Shoot me your questions and comments. I will respond personally.

 

AUTHORS - Read Your T&Cs!

With all the recent media attention on the pending Healthcare Bill and whether our elected representatives are actually "reading the bill" before signing it into law, I thought I'd take a moment to emphasize the importance of reading (and understanding) all the paperwork we as authors must contend with in our daily lives.

As you know, earning a living in today's publishing arena is vastly different and greatly more complicated than the world our predecessors faced just 20 short years ago. Today's authors must track and wrangle agent agreements, publisher contracts, hosting agreements, domain registrations, marketing agency contracts, international publishing agreements, photographer copyrights, royalty-free licenses, social networking site terms and conditions, self-publishing contracts, and that's just to name a few. Whew!

Here's where a good (and contract-savvy) agent comes in handy. At least you're partially covered. Negotiating the finer points of your contract with your publisher definitely ranks as number one on your to-do list, and that can be handled by a smart agent – if you have one. But what about the mountain of clauses, declarations, restrictions, indemnifications and terms for termination you encounter from all the third-party services you've committed to with your signature to your bottom line?

Okay, fear not. I'm not here to scare you. Take a deep breath. It's not as overwhelming as you think.

Here is my advice to you. First make a list of all the contracts you've signed with an actual pen (i.e., publisher contracts, self-publishing agreements, literary agent contracts, marketing agency and PR contracts, etc.) and all the service agreements you've clicked the "I agree" box with your mouse (i.e., AOL, FaceBook, MySpace, your website hosting company, Internet service provider, Google AdWords, GMAIL, etc.).

Now, rank them on a "gotcha" scale (something I created for myself):

1) High risk (i.e., you don't get paid, you lose copyrights, you lose other rights, etc.)

2) Medium risk (i.e., a big headache to fix, such as losing your domain name, your website goes down, privacy has been breached, etc.)

3) Low risk (i.e., social networking site terms and conditions, software licenses, conferences you signed up for, etc.)

Now, look at your list. If you don't understand something or if your gut tells you to look into something further because it doesn't FEEL RIGHT or LOOK RIGHT, ask for help (the legal type is best, unless you are a business attorney or contracts negotiator).

It is safe to say that we've all been burned at one time or another during our writing adventures, and most writers are willing to help their peers avoid some painful and costly mistakes. What I'm saying here is that maybe all you need to do is reach out to more experienced authors before heading to the legal office down the street. Read blogs, read articles, shoot emails to authors you know and respect. You will probably find answers. If not, at that point you might consider a lawyer.

We know a bit about contracts. We field minor questions from time to time from worried authors. Sometimes the answers are plain as day. Sometimes we have to dig a bit. We also have experience as authors from which to draw. However, we are not a legal team. We don't know everything. We are here if you have a couple of questions though. We'll put our heads together for you.

 

MySpace … The PERFECT Author Companion!

 

Bookstores Are People Too ;-)

Here's an important question authors should ask themselves. How many bookstore owners and managers do you know? If the answer is fewer than the number of people in your immediate family I'm glad you're reading this Book Candy SweetTart post! It might come in handy and you might learn something.

Let me be frank. In speaking to first-time authors, print-on-demand and even New York Times bestselling authors, when the topic of book sales comes up I find myself feeling bad for the bookstore owner/manager. Why? Authors have become so engrossed with their quest for driving book sales that they've adopted an entitlement or even adversarial attitude rather than a partnership position with the bookstores. The latter would benefit authors a whole lot more.

Any author with books on the shelves has experienced the misperception I’m about to share. How many times do you meet people who assume you're making gobs of money simply because you are published? It is a misperception. Ever think you may be making the same assumption when looking at the bookstore manager/owner? Especially now during challenging economic times, these people are not making tons of money. They must choose very wisely the books they carry. I’ll go you one better. It’s scary to own a bookstore.

What does this mean to you, the author?

Rather then stew over your lackluster sales numbers, you can take the bull by the horns by getting to know your book sellers not just in person in your neck of the woods, but online via your social networking efforts. Here are a few suggestions for you that will absolutely transform your mood into one of positive empowerment!

• Host a mystery author tour! Most retailers are familiar with the mystery shopper run by consumer products companies, so why not put that practice in play for yourself? If your book is already in the bookstores, why not get in your car and have some fun? When you see your books on the shelf, walk up the store manager and introduce yourself, the author. Offer to sign all the books in stock. Smart managers will move your books for better placement in the store and tell their employees to recommend books from local authors.

• Use the local angle. If the bookstore does not stock your book, introduce yourself anyway … as a local author. Find out how their business is doing and see if there is any way to offer some assistance (i.e., help spread the word about the store on your website or Facebook page, donate promotional items you may have on hand, etc.). Remember a little kindness goes a long way. Who doesn’t want to help a caring individual? Sure beats helping a selfish person who’s just in something for him/herself.

• Take note of book positioning. As you visit your local bookstores take notice to how your contemporaries are positioned in each bookstore. For example, if you have an author friend with a new book release, keep your eyes open for it. How is it being promoted (in store and online, by the way)? Is it on the bookstore shelf? If so, how many copies? Send him or her an email with a feet-on-the-street report. In turn, that author might just talk you up. Again, who doesn’t want to help someone who is helping us?

• Maintain good contact. Stay in touch with the bookstore managers/owners you meet along the way. Add them to your holiday card lists, friend them on your social networking pages and remember (just like you) that they are working hard to make a living in the wonderful world of publishing! ;-)

As always, I invite your comments and questions! Maybe you have a few tips of your own that work for you that you would like to share with other authors. If that’s the case, I really want to hear from you. I will post your suggestions openly. Feel free to post them in the public forum on my main page, too! That’s what’s so great about social media and networking. When we have good ideas, we can share them.

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

You May Not Be Famous, But You ARE A Celebrity ;-)

Ever feel like a nobody because you're not on the New York Times Best Seller quite yet and your print runs are below 30,000? Take a deep breath. I have an announcement that just might surprise you.

You may not be "famous," but in your readers' eyes YOU ARE A CELEBRITY!

Stop belly aching that "you haven't made it big." Do you know how many people in the world would give their two front teeth to have readers who want to know about them? Do you know how wonderful it is that you wrote a book... that you FINISHED your book and it is published? A lot of people dream of what you have accomplished.

Don't waste time looking at who is ahead of you in line (i.e., the A-list authors published by big-name houses) and don't lose sight of who's looking at you with the same level of envy and admiration. By the way, let me point out envy is bad if that's all there is, but envy with admiration for one's accomplishment is always a healthy motivator. You envy an author because you also admire her work? Strive to achieve what she has achieved. Learn what she did to get to the level she's achieved. Use that envy and admiration soup to push yourself to the next level.

Let's do a little exercise that will quickly drive this point home. First, think of a celebrity you admire and would love to meet but know it would never be likely to happen. Next, imagine sending a note of appreciation (i.e., card, email, blog post, etc.) and admiration to that person (yes, celebrities are people, too) regarding that celebrity's work (i.e., performance, appearance, movie, book, etc.). Now, imagine receiving a personal thank you from your favorite star recognizing your gesture of appreciation. What would you do?

If you're like most people, you might call, email, tweet and blog everyone you know about the experience! That's real viral marketing – the sharing of a real personal experience with others via word of mouth.

Whether you have one fan or thousands the principles are the same. In the reader's eye you are a true celebrity. You're bigger than life. Why? You created something that enriched the reader's life, made that reader forget problems, and maybe you made that person smile.

Bottom line: As an author you touch people on an emotional level. That is an accomplishment to be proud of and you should pat yourself on the back. Enjoy your celebrity status. Just don't let it go to your head! ; )

I invite your comments and questions.

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

Avoid the Temptations of BIG Promises with GUARANTEES!

Brightly colored technicolor flags -- not just red -- should pop into your brain as soon as you see the words:

"We can guarantee book sales"
"We can get you into the top search engines"
"We can get you media exposure now"

Or anything along those lines. I've said it before and I say it again. There is no magic silver bullet, people. Hard work and a little luck (many authors have shared with me that luck is actually part of the equation when starting out) gets you into the book sales limelight. Not listening to some expert who wants to sell you something.

Nothing in marketing and public relations can be guaranteed. There are too many variables. Even the best campaigns sometimes fail due to circumstances beyond the marketer's control. For example, maybe the title of the book isn't on target to what the reader wants to buy. The title is important. It needs to be memorable and POP in the buyer's mind. Tremendous buzz can be stirred around good titles. We have worked with authors whose publishers chose titles that were... questionable. But the publisher thought it was a good idea and the author was locked into that decision. When book sales waned, the number-one reason for that non-interest from readers is the title. Think about it. If you don't know an author's work, and you see a book that might LOOK interesting, and even the blurb on the back cover looks appealing, one of the decision points is the title. The title must be appealing and memorable.

Marketers can't do anything about a poor economic climate either, though fortunately books happen to be one of those entertainment products that are a bit recession-resistant, especially certain genres, such as romance and most recently horror. Let's call the most popular sellers in that genre what they really are... a crossover between horror, fantasy and romance. Hey, that is a killer combination during turbulent economic times. Instead of dwelling on whether we have money for our mortgage, let's curl up with a good vampire romance that will take our minds off our troubles. That is how the human mind works. We want distraction. With this in mind, authors, know this ... you are in the right profession now and in good times to come! No matter what, you can sell books. You just have to take the right marketing steps. (And they don't have to cost you an arm and a leg!)

Now, let's touch on the ol' search engine optimization (SEO) pitch. You may be thinking you must have this elusive SEO, because you've been told by the experts selling the service that you need it. We're all for using some level of SEO tactics, but we are here to tell you that you do not need to spend gobs of money on what you can actually do yourself for a WHOLE lot less.

Remember playing as a child where you slapped your hand over your friends to stay on top. Keep that image in your mind. There are literally millions upon millions of web pages being published and updated day around the globe. Do you REALLY think you've got the money to slap your "website hand" over others to stay on top? SEO advocates will sell you on the importance of being found and cite your website statistics as examples of poor performance. Here's a tip … don't confuse data points (i.e., page views, bounce rates and rankings) with the behavior of real people. Can you really distinguish a "web bot" visitor from a real person?

If you're currently being solicited by an SEO Expert, here's a simple test. Go to Google. Search on "SEO," "SEO Services" or "Internet Marketing." Do you see them on the first page? If not, how can they help you? Still not convinced? Do the math.

Calculate how much you need to pay per month for the SEO service and compare that expenditure to your per-book profit. This gives you an idea of your spending limit. For example, if you find that you are paying $900 per month on SEO and your per-book profit is only $3.00, how many books would you need to sell each month to pay for that magical SEO? (I know... it's like a story problem, and most writers I know hate story problems or math in general! I'm there with you.) I think you get my point. SEO may work for publishing houses and online retailers (i.e., Wal-mart, Borders, Barnes and Noble) where it really is a numbers game, but for the rest of us writers it's building relationships with your readers that wins over time.

So what can you do? You know what's coming by now. Viral marketing, rolling up your shirt sleeves and doing the hard work -- or letting us do it for you -- and building your audience. Start simple. Pick one social media site that fits you (i.e., MySpace good for outbound promotion, Facebook for friends and family networking, RedRoom for networking with your peers). Then keep in touch with that audience through simple correspondence and information sharing. What's great about investing in a social media platform is that unlike traditional marketing techniques (i.e., emailers, SEO, book signings, interviews) that have defined start and end dates, your social media platform will yield residual returns month after month and year after year.

So what's my GUARANTEE? There is none regarding book sales. I'd be lying if I were to guarantee that, though we have seen proof that the added exposure does translate to sales. How's this? What am I saying? Simple. I will not GUARANTEE you book sales success, but I can GUARANTEE if you shift your focus from book selling to audience building that book sales will follow. Never forget that most people buy books based on the personal recommendations of friends and family. Brute-force, hard-sell techniques just don't work online when it comes promoting books. Most of us (myself included) are so desensitized and numb to commercialized sales hype that we just tune it out.

Moral: Nothing in life is guaranteed. But you can guarantee a promise to yourself to avoid over-the-top promises and temptations just to reach the "front of line" via a short cut.

I invite your questions!

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

Looking To Get Interviewed On "Oprah" or "The View"? ... STOP!

Get interviewed on top TV shows like CNN, 48 Hours, ABC's The View, Fox News and the Today Show!
Sign up for my seminar now! (Respond by the end of the month to receive $250 off!)

!!!!!! STOP !!!!!!!

Time for a Reality Check.

Do NOT fall for this tactic. If you think you are going to sign up for a seminar, plopping down hundreds of dollars to some guru who promises to get you on the shows of your dreams, so you can sell, sell, sell books, stop right now. This is not brain surgery, people. I've been in the PR business a long time. If you think you are going to pay for some silver bullet that's going to get you immediate national exposure and tons of book sales, you are going to be ripped to shreds by the werewolf selling you the "magic package."

Like any success in business and life, it is who you know … not WHO you can buy. Success takes hard work and effort. It also takes a little bit of luck. You cannot sit in a seminar and walk out with a backpack full of success. You might walk out with good resource books, information, tactics and if you are lucky a few contacts, but you still have to do the work. Again, not brain surgery. A lot of time though and knowing the right people to call. You want to get on "The View"? Guess what? There is a process involved. The "Today" show? Same. "48 Hours"? Yep. Process. Each show has its own and also has a specific contact person you need to reach. Impossible? Uh, no. It's totally doable with the right information. But you most likely aren't going to get it from the guy on stage at the seminar. What you will get is a lovely show and a chance to buy more "opportunities" from him.

I'm not saying that all the super sales gurus are like this, but we have run into quite a few along the way who are after one thing … YOUR MONEY. Make 'em work for it. Make 'em prove that the tactics they teach actually work FOR THEM. Ask them how many books they've sold, but don't stop there. Ask them for proof. If they say they've sold a million copies, do not take their word for it. It's hard to speak the truth through those sharp, money-crunching fangs. Have them show you a sales report. They'll tell you they can't. If they sold books, yes, they can. If they are what they say they are, they'll be happy to prove their sales to you. Most likely they will tell you that the information is unavailable to them. Really? We beg to differ.

Usually I am not so aggressive, but it burns me to think how many people sign up for book sales seminars in hopes that the information they are promised they will learn is going to make them the next best seller when in fact what they get for their money is a song and dance. They get a long, drawn-out seminar that has a lot of breaks for lunch and "networking" and breathers and opportunities to buy products, like CDs, DVDs and workbooks at the back of the room. When they're back in their chairs, they're fed line after line of teaser information and walk out with more questions than answers.

Bottom line: Don't be so trusting of book sales "experts" selling get-famous-quick seminars. Before you spend your money on and attend a BIG $$$ seminar, first look in your own back yard. Most metropolitan areas offer community forums where writers of all genres gather to exchange practical, real-world experience. Here you'll find a treasure trove of helpful information (and real people) that can provide plenty of sage (and free) advice without all the hype.

I invite your questions!

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

Book Promotions: It's all about the reader (not you!) ;-)

This one will be short. I have a question for you, Author. You are actively involved in promotions for your book, but are you promoting yourself when you really should be promoting your story?

Sure readers want to know a bit about you, that's true, like in a biographical piece telling them about how you got into writing and why you continue, what your next works might be, what you're working on now. But what they really want to know is whether your story is the type of book they could sit with over the long haul in their big easy chair. It is your job to tell them what they want to know most -- it's the story.

Here's an example of what I'm talking about. Think about the last time you watched a movie with an A-list movie star. Did you really see the character portrayed in the movie, or did your familiarity with knowing everything about the actor block your ability to engage your "suspended disbelief" so you could forget the actor and immerse yourself in the story? Unlike movies, books rely 99% upon the reader's imagination to engage their "suspended disbelief" and let them forget the author so they can immerse themselves in your story.

Now, think about one of your favorite movies. Can you recall the name of the executive producer? No? That's okay because the executive producer's goal is to have you remember the story (and tell all your friends about it). If their movie sells well and earns $$$ that's the professional affirmation and acknowledgment that counts.

When promoting your book think of yourself as an executive producer (not the A-List actor). What is it about your story, your book, your series of books, that is so enticing that readers should spend their hard-earned cash to give it a read? Give them some juicy tidbits.

Like fishing, throw the line out there with some alluring bait. Tell readers about your characters. Talk about the characters as if they are real people with whom readers might identify. Once readers get to know the story and empathize with your characters, even after they have finished reading one book you've written, they will be hungry for more time with your characters.

That's when the magic happens … that's when they remember YOUR name ;-)

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

AUTHORS! Stop Obsessing About The Numbers ;-)

We live in a technology-based society. As authors, we tend to obsess about numbers that we THINK are important (i.e., Alexa rankings, website stats, Amazon rankings) to our success when in reality these numbers are only distractions. Let me explain.

Most tech data points are just that. They reflect data … not people. Can you really directly translate hits and page views to readers (they could be bots)? Is there anyone out there who can directly correlate an Amazon ranking to actual number of books sold? And does your Alexa ranking really indicate how important you are or is it simply a status marker for keeping up with the Joneses?

Speaking of number obsessions, let’s take a moment to talk about Amazon Ranking Addiction (ARA). Some authors are obsessed with their Amazon rankings, which is a time killer. A ranking is simply a popularity contest marker. It doesn't directly translate to book sales. That is for sure. Wile there are tricks to get you up in Amazon rankings, there are lots of “consultants” who want to sell you their secrets to improving your Amazon rankings for a modest fee – STOP!

Here's our advice to you. As an author, you already have enough numbers to worry about. Like checkbook balances, advance checks and royalty statements, your credit score and the taxes you have to pay each year. You have numbers like your kids' birth dates and your wedding anniversary date. These numbers matter in your life. Do you really have time to track and to obsess about far less important numbers that don't mean anything? No.

In your professional writing life, here are the numbers that should matter to you and that make an impact on your bottom line: 1) hitting your daily page quota when writing your book, 2) the number of people who take the time to email you or comment on your Social Media Networking sites, 3) the number of personal emails you return in kind, 4) the number of bookstore owners / managers / industry professionals you know, 5) the number of bloggers you support with book donations, guest appearances and thank-you notes, and 6) the number of days you're happy to be writing and doing what you love … hint, that would be writing your next book!

I'm not saying data points aren't important. Just like meteorologists use data to forecast the weather, numbers and data can provide a sense of how the weather in the publishing world may affect you. However, these numbers are not the true indicators of your success. That comes from within, because you are a human being with talent, drive, determination, stories to share, people who love you, people who admire you for who you are and what you do in your life and so much more than just how many books you sell. Your success comes in part from who you touch in your life.

On that note, remember this … Tracking data is not nearly as important as acknowledging people. It is the readers who appreciate your work and the people who take an interest in supporting your writing that lead to long-term success. Put them on the top of your list and obsess about reaching out to them and keeping in touch with them. Always remember readers make their book-buying decisions based on friend and family recommendations first. That is an example of what? You in the front row … can you answer this after reading all my other columns? YES! It is an example of viral marketing (a.k.a., word of mouth)! Very good. You go to the head of the class!

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

 

Funny Tip: Before You Advertise Your Books Online, Do the math!

Sure it sounds easy. Create a little banner or text ad for your book and drop it into a PPC (pay per click) internet marketing engine (i.e., Google AdWords) and sit back and count your royalties!

Before you whip out your credit card, consider the following story:

Once upon a time, there was a tiny house who told an author that she could sell her books online for as little as $50! "Your ad will be seen around the world by thousands if not millions of people," the little house said.

"How is that possible?" asked the author.

"When readers search the Internet for your type of book, your ad will appear on their computer screen!" exclaimed the house.

"And then they can buy my book!," said the excited author, with great delight.

"Yes, but only after I collect a small fee in return," said the little house. "It's nothing much, just pennies or just a few dollars. You won't even notice it after you've sold all your books!" he added with a smile.

"Perfect, let's go for it!"

So the little house created the ad and cast it out like a finely meshed net on the Internet. Within a few hours the author looked at her computer screen and was amazed. "Wow, my ad got 732,000 . . . uh, impressions? Does that mean I've sold that many books?"

"Exciting isn't it?" the little house said. "Unfortunately, no, those are all the people who may have seen your ad. Wait for the clicks!" Upon saying the word click, the little house smiled widely.

When the author looked again she jumped for joy! The computer screen now said 866,232 impressions AND 148 clicks! "Wow, I've sold 148 books in one day!"

"Well, not exactly," said the little house. "Those were most likely 148 people that clicked on your ad to see your book."

The author was becoming frustrated. "But how can I tell if I've sold any books?"

"Call your publisher," replied the little house.

"Hmmmm, okay. Well, I guess this was good first day. What about tomorrow?" asked the author.

The little house replied, "I'd like to help, but unfortunately you're $50 is all spent."

"Spent! Already? How?" asked the author.

"I collected 25 cents per click for the first 47 people, and then 35 cents from the next 20."

"Wait! Why did you raise your fee on those people's clicks?" asked the author.

"Well, some people clicked on different key words, and some cost more than others," answered the little house.

The little house explained further, "So then I collected $1 per click from the next 7, $5 per click from the next 3 clicks, and $10 for the last."

"Oh," is all the author could say.

"I'm sorry I made a mistake," said the little house.

"Really?" said the author hoping for a glimmer of good news.

"I miscalculated my fees. You still owe me 75 cents," said the little house.

MORAL OF THE STORY - "With a few notable exceptions, the house always wins!"

Questions or comments?

Book Candy Sandy
bookcandysandy@bookcandystudios.com
(800) 871-9012 Ext: 63959

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