Never Put Off Until Tomorrow...

by Shannon Baker

I had a colonoscopy this week.

The only remarkable thing about it was how totally unremarkable it was. Sure, I got a little hungry. And I had a kind of queasy hour or so before I got into the flow, but in the grand scheme of things, it was much less painful than sitting through August in Osage County.

And yet, if you swept all the annoyance at being harassed by my health care providers, the dread of having to do it, the effort of putting it off, the bone-deep belief that the test would reveal nothing but the cutest colon, and the nagging of caring friends, you’d see a pile of negativeness far larger and lumpier than the mild inconvenience of the actual procedure.

Which brings me to marketing. As it would.

Much like my conviction that the colonoscopy would be torture, I’ve convinced myself that marketing is the Devil. It takes time. That’s time I could be writing. It’s mysterious and often times ineffective. Yet, everyone agrees you have to do something.

No one knows what magic cocktail of direct mail, personal appearances, blog tours, paid advertising, and giveaways will net that intoxicating high of sales. Unless, of course, you crack the BookBub code and then you can retire on royalties.

I’ve handled marketing in about the same dysfunctional manner as going in for the colonoscopy. I’ve denied the need to do it. I’ve avoided it at all costs. I’ve skirted around it and touched on it half-heartedly, sort of like going in for yearly checkups but not making the total commitment.

I made lists of books stores to contact or reviewers to query. And put off calling because *whine* cold calling is scary. So instead of doing, I procrastinated and worried, then I climbed on the I Suck Train for not doing what I should have done.

Well, kids, this is where I get off. A few months ago a friend, Master Marketer Julie Kazimer, convinced me I need to do it. Much like the impending retirement of my patron (husband) nudged me into getting the colonoscopy while it was still covered by insurance, I realized the time has come for me to jump into the marketing fray.

So I did. I started making lists and then forcing myself to make the calls and write the emails and follow up.  Here’s what I discovered:

Just as the unremarkableness of the colonoscopy, setting up book signings and arranging a blog tour is not that big of a deal. Sure, it takes some time. But it’s not like someone is bludgeoning me with a fence post.  There is surprisingly little physical pain involved in phone calls and emails.

 

Book signing that didn’t hurt. With William Kent Krueger and Sean Dolittle

I’ve even forced myself to teach a few workshops and do some public speaking. And there was absolutely no prescription pain medication involved. Although I might or might not have self-medicated after the fact, in a purely congratulatory fashion.

As Granddad used to say, (sure, someone else made it famous but Granddad did say it a lot so I’m going with possession being 9/10ths and all that)  “Never put off until tomorrow what you can do today.”  

It might sell a book or two and it keeps you off that Crazy Train.

Readers and Authors, Together in Perfect Harmony

by Jennifer Harlow

**Okay, before I begin, I just want it known I in no way, shape, or form want you to think this is my way of asking you, my lovely readers, to do any of the below. If you decide to, more power to you. This is just for illumination purposes to let you know what goes on behind the scenes as a writer trying to market books.**

I've just published a book! Huzzah! Okay...now what? How the frak do I get people to discover the damn thing? 1,000 books a day are published. A DAY. That's a lot of people screaming for readers attention. You mean I have to become a marketer as well? Um...huh? Okay, I'll just Google it. What the hell are book bloggers, street teams, Amazon analytics, branding...my head hurts. I want my Mommy.

I am not a good salesperson. I hate asking people for help. It physically hurts when I do. That's just how my daddy raised me. "You really can't count on anyone but yourself. Don't expect someone to give you a fish, learn to bait a lure, baby doll." And let's face it, any type of rejection stings and there is no shortage of it in the publishing world. So marketing, and relying on other people to help spread the word about my book, does not come naturally to me. But I query book bloggers, I'm semi-active on social media, and I now know what a street team is. But with more and more people publishing than ever before, the marketing noise is louder and more grating on readers and bloggers. 

I recently read a thread on KBoards about this very problem. Please note though, I'd say about 96% of authors don't engage in the behavior below, but that 4% is ruining it for us all. Both writers and readers commented. The consensus was overzealous authors with their constant selling and begging for reviews was putting readers off from reviewing any books and not joining mailing lists or social media. Readers are tuning all authors out, even those who aren't guilty of the offense. I know I've Un-Followed about a dozen writers on Twitter for just this reason. But dear readers, we need you. We need you now more than ever, not just to read our books but also help spread the word of it's wonders. To be it's champion. I commented that if we just explained why reviews and word of mouth are important, and also spread word to authors how to stop alienating the lifeblood of the industry, maybe things can improve. So, let's give it a whirl:

To authors: Readers want to interact with us. They want to hear about our new works, our process. What they don't want is every damn Facebook/Twitter post ten times a day to be about it. You get a nice review? Awesome, share. Do it seventeen times a day? Not so much. They want to know you're more than a SPAMbot. Readers want to hear about your life. Your family. They want you to ask them questions, then respond. The ratio of selling vs. being a human being should be at most 1:4, if that, which means no asking for reviews or newsletter sign ups or anything where they have to do something for you. Show them you have a personality because if they like you, they'll be more inclined to read your book. I know I've bought books from people just because they seemed like a good, interesting egg, and I was never let down. And if these wonderful people do go above and beyond for you, do the same. If they post a review or join your street team, send them something exclusive like a magnet or new story you've written. Show your appreciation. 

As for book bloggers, more and more are refusing to review self-published books not only because of the quality but also the majority have received threats, literal threats to their lives, for not reviewing a book. Send the query, if they want it they'll ask for it. Don't inundate them with e-mails and damn well no threats. You're a professional now, act like it.

To readers: Okay, first off, you bought our book? You don't owe us authors a damn thing after that. Not a review, not even to buy our next book. Giving an author a chance is more than enough. Our transaction is complete. That being said,it's hard out here for a pimp. My four, soon to be six by the end of the year, girls are working the corner with two million others on Kindle alone, they need any leg up they can get. (No pun intended) My bitches and I don't have the full force of Random House advertising, hell it's really just me in my basement with what little is in my checking account. So, you liked my wares and you're willing to help an author out because you are a man/woman among men, what can you do? First, tell people. Tell your mother, your sister, your local bookseller. Recommend, recommend, recommend. If you're on Goodreads/Tumblr/KBoards regularly anyway, start a thread. It only takes one connector to start a massive viral wave (See 50 Shades or Grumpy Cat.) Then you can honestly say you liked it before it was cool. 

Next on the author's wish list is reviews and author page likes, especially on Amazon. This is very, very important. They have these complicated algorithms where if you reach a certain amount of reviews or likes, you'll get more visibility in the system, which once again can make a book. Then there's street teams. Until a few months ago I didn't know what this was. Basically it's a group of readers around the country who spread word and promotional materials to bookstores/libraries/people in their area that an author made and sent them. Not comfortable with any of the above? Just sign up for the author's newsletter so you know when they have a new book out. You can always unsubscribe. Every little bit helps.

A good start, no? Readers and authors,working together because, you know what, we need each other. The circle of life: without authors readers wouldn't get their supply, and without readers, authors wouldn't have any incentive to write. Let's be good to each other. 

So, what have I forgotten or you wish I'd included for either party? What is effective marketing for you? Sound off in the comments below.             

Also, if you haven't already picked up a copy of my new book Justice, you're in luck. From 7/24-7/26 this week on Amazon it'll be free! Pick up a copy! And as if I weren't busy enough, on Aug 1st the third F.R.E.A.K.S. book, Death Takes A Holiday come out. it's available for pre-order HERE now.  The beautiful covers are below...

Bring Cookies

Cricket McRae

In the wake of the release of Spin a Wicked Web I've been doing a lot of signings. You know the drill.

Many authors hate signings, citing the lonely and depressing aspects. And there's plenty of advice about how to get attention during signings. One woman I know walks around the store passing out bookmarks and practically demanding people buy her books. Another has a life-size dummy of one of her characters sitting in the chair beside her.

Some folks like to sign with other authors so they have someone to talk to. It's especially nice if you're doing some kind of panel discussion or presentation that will attract attendance. And let’s face it: It is a lot of fun to sit around and talk to your fellow authors, and you get to leverage off their fans.

But I like signings on my own, too. Sometimes one person is more approachable than two or three. When I’m alone, I’m talking to anyone who walks by – even if it’s not about my books. Eventually, it becomes about my books.

Here are a few other things I try to keep in mind:

Send out information about the signing to local media, friends, family, various personal web pages and social networking sites, professional organizations, community calendars, booktour.com and upcoming.yahoo.com, and post the event on Craigslist the day of (I don’t know how effective the Craigslist postings are – anyone else try it?). This seems like a big DUH, but a lot of people don’t do it. And it is time comsuming

Make sure there’s plenty of signage by the front door or in the front window (I try to always send posters at least a week in advance) and a big sign on the signing table that shows the book cover and says that I’m the author. Me, me, me. Even with the sign, people look straight at it and then ask if I know where to find the latest Twilight book.

Talk – about your books as much as possible, but also about other books, what the customer likes to read, about the weather, about writing, about whatever. Often, and sometimes inexplicably, this leads to a sale. Plus, you get to meet lots of fascinating people, which I find is a way to fill my creative well. I also find experts for future research. And yes, sometimes I feel like a greeter at Walmart.

Give people something to take away, whether they buy a book or not. There are tons of unique giveaways, from lip balms to flower seeds to bullet casings. Most are a bit of an expense, though. I know authors who have brochures made, but that feels like overkill to me. So I focus on bookmarks and business cards. My business cards are actually 2½”x3½”trading cards, slick and fun to handle, with my book covers on one side and my contact info on the other.

I also take copies of my all-purpose media packet which includes a short blurb about each book, ordering information, a page of reviews and endorsements, and my bio with picture. I don’t give them to everyone, but if someone from a school or a library or book club comes by I have them ready.

Stand up. Standing puts you on eye level with people walking by, which makes an author both more accessible and harder to discount.

Bring cookies. Seriously. Every time I bring a plate of homemade oatmeal molasses cookies to a signing, by the end of the day I’m hoarse from talking to people. Lots of people have a cookie and don’t buy a book, but you never know. Men who would never have bought a home crafting mystery stop by for a cookie, then later bring their wives over to talk to me. One woman came up to the table and said, “My husband sent me over for one of your cookies because he wants another one and doesn’t want you to think he’s a pig.” One thing led to another – and she bought a book.

Don’t think about selling anything. Seriously. It takes all the pressure off, and it’s a lot easier to talk to people. They can sense it, too. The less I try to sell, the more books go out the door.

And finally, those stares that go right through you, the sudden veering away from the signing table when someone sees you there with a pile of books, the “No!” in the middle of your hello – don’t take any of it personally. People have bad days. People are in a hurry. People get tired of being sold to. People are short on money. Most are nice as pie and generous with their time. Concentrate on that huge majority and let the few exceptions slide right off your psyche.

What have you learned from signings? Any hints, tips or advice? Anything you’d tell the rest of us NOT to do? Do you even think signings are a worthwhile use of an author’s time?

Happy Holidays from Jess Lourey

GM Malliet, mystery writer and author of one of the best books of 2008, recommends creating trailers to promote your books. If she recommended wearing blue mascara and tube socks over your pants, probably we should do that, too. Fortunately, she's only gently nudging us toward the digital era, and out of respect to her bona fides, I have created a trailer for August Moon:



I love how writers share marketing tips. It reminds me of the first time my son Xander sparred at a Tae Kwon Do tournament. He's tall for a six-year-old and as kind as the day is long. His dad died before he was born, and I try to fill the role of both parents. In that spirit, I was coaching him on how to best kick ass (you can decide whether that is normally mom's or dad's job).

"All I know about sparring," I said, "is that as soon as the ref drops her hands to start the match, you get in there with a chinning kick. Catch your opponent off guard and they'll be running for the rest of the match."

So I get him all pumped up. "You can do it!" I tell him. I put in his mouth guard and yank on his shin and forearm pads. I walk him over to the waiting pen, where he nods to the three boys he'll soon be fighting. He indicates for them to lean their heads in close, and when they do, he pulls out his mouth guard and says, "OK guys, all I know about sparring is that as soon as the ref drops her hands..."

That's my boy. He likes winning, but not nearly as much as he likes treating people well. And so generous writers like GM and Joanna Campbell Slan and countless others share their marketing secrets, knowing full well that if we're all doing the same thing, their efforts will have less impact. I guess they just like treating people well. Thank you to all the generous writers out there for your gifts of blurbing, a pat on the back, sharing marketing tips, and all the nice stuff you do to make this a writing community! In the spirit of the season, care to share the best writing or marketing advice you've ever received?

p.s. As a gift to myself, I have just completed and sent September Grace to my agent. Here's the first chapter. I'm pretty dang proud of this one. Now, my kids and I are off to be with friends and family. Happy holidays, and stay warm, full, and generous!