Blogger: Mary Keeley
The more I talk to writers at conferences and review proposal submissions, I find most aren’t fully aware how important a part their personal marketing efforts play in their chances of getting an agent and then a contract. It’s always easier to respond positively to realities when we understand them. With that in mind, here is a quick review of publishing realities.
It’s been drilled into you from every direction that quality of your writing is paramount. And it is. So you involved yourself in a good critique group and responded to constructive advice from your critique partners through numerous drafts. You’ve attended writers conferences to learn, grow, and introduce yourself to agents and editors. And perhaps you also hired a professional to evaluate and/or copyedit your manuscript for grammar and punctuation cleanup.
Congratulations, you’re halfway to being prepared for submission.
Here’s where business reality comes in: You are the primary marketing engine for your book. Agents and editors want to know you know that. Whether you’re an unpublished, a mid-list author, or even a best-selling author, the personal marketing plan in your next proposal can be a make-or-break issue.
Why?
Because publishers know–and you need to know as well–that getting your first contract may depend on the audience you have already accumulated as an indication of sales potential for your book. Published mid-list authors have the same challenge, in that sales of their first book or series must be great and increasing with each new book in the series if they hope to get the next contract.
Most publishers’ annual marketing budgets will be spent on their best-selling authors because that is where they have the most reliable return on their investment (ROI) in terms of revenue from book sales. I can’t fault them for this. It wasn’t always that way, but along with the economic downturn in 2008, wheels were set in motion that have changed the publishing industry forever.
You know those wheels: self-publishing, e-book publishing, and the resulting epidemic of brick-and-mortar closures. We need to support those whose doors are still open, especially Christian bookstores and also Barnes and Noble, as often as possible, and pray they stay afloat. This year I’m committing to purchase books at the Christian bookstore 20 minutes away from me. If I can’t find the book I’m looking for there, I’ll go to the Barnes and Noble 15 minutes away. But I digress.
Trimming staff and cutting production costs (cost of goods or COG) was necessary for publishers to survive. For a few years Christian publishers were viewed as greedy disrespecters of authors because they wouldn’t go above the 25% royalty rate for e-books. But we came to realize the COG savings from their e-book publishing was keeping them in business when the COG for print books was rising and sales were declining. Who among us wants to see Christian publishers close their doors? What traditional source could Christian authors go to that could be relied on to consistently maintain the Christian message and worldview in your books?
Understanding these dynamics, make time in your writing schedule to focus on the second half of your preparation for submission. Debut and mid-list authors can expect the following marketing efforts from their publisher:
- Review copies will be sent to media outlets in hopes of having a review published in the magazine or on the website.
- Someone in the publicity department will alert media and perhaps try to schedule radio interviews for you.
- Your book will be listed in the publisher’s catalog.
The remaining work is the author’s responsibility. Details about the following items should be included in your proposal:
- Grow your audience through social media, your author website, and blog. All your comments, posts, and website content should relate to our brand and your book.
- Network with influencers and ask them to read your book and possibly promote it.
- Contact radio and TV stations, bookstores, churches, and organizations to let them know about your book and to request interviews, readings, and signings.
- Offer free copies and contests on your blog, which will draw followers to your website where they can easily click on the “Purchase” buttons you installed to buy your book immediately, while their interest is at its peak.
- Additional efforts personalized for you and your book. Be creative!
Do you have a positive attitude toward doing the bulk of marketing for your book? What creative ideas are you planning to initiate for your book?
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I am looking for ways to build my followers through social media. This week I finished the design for my new business card with a QR code that connects to my blog. I am very excited about sharing them at two conferences in April!
Excellent idea, Carol. Thanks for sharing it here. Any such creative efforts authors can initiate in partnership with their publisher to promote and market their books helps your sales and your chances of getting your next contract.
Traditional publishers are still relied on as the most reliable sources for quality books.
What a great idea, Carol! I’m grateful you shared it here.
Thanks for sharing this great idea Carol!
I am working hard at growing my social media presence and marketing capabilities. It really takes patience and time. I think I struggle the most with balancing my writing and growing that presence.
Me too, Lisa.
So true, Lisa. That is the challenge: to work at both simultaneously. And you’re right, it does take time. Some writers–and agents–schedule an hour a day to focus on social media and to comment on other author and industry blogs. Maybe this approach would give you a sense of balance too.
You’re right , Mary. I’ve watched many of my published friends debut or release their books and I’m astounding at the work that goes into each one. This past year I’ve been working on my social media presence, growing relationships with influencers, keeping my eyes open for people and places where I can promote my books. I’ve also established a marketing group with three fellow authors and we’re having our first meeting/brainstorming retreat in June at my house. One of the authors has a debut coming out with Bethany House in September and we’re going to work as a team to promote her book. The plan is to keep the team effort going for each of us as we get published.
There are so many amazing and creative ways to get your book in the hands of readers. I believe it’s a matter of seeking opportunities, making opportunities and being diligent. It also helps to learn from authors who are successful at their own marketing.
I applaud you, Gabrielle. Yours is a perfect example of industrious efforts authors can undertake to come alongside their publisher in promoting your books. Conversely, having the publisher’s logo on your book will be helpful to your efforts. That’s positive teamwork.
I’ve been reading this blog for years so this is a serious question vs sarcastic. If the author has to put in a significant portion of the marketing, what is the benefit of having a publisher and an agent? It seems the first 3 things on your list that publishers do are easy compared to the rest of the marketing pieces. I’m not sure what’s left and why self-publishing wouldn’t be the same amount of work without handing over hard earned profits.
Love the idea of you marketing each other as a team! Co-workers are exactly what authors need.
How awesome, Gabrielle, that you’ve already found your team! I hope your work pays off.
Great work, Gabrielle! The author promotion team is a fantastic plan!
Gabrielle, what a great idea. Thank you for sharing.
As I learn more about how the necessity of and the how to’s of marketing, I’m becoming more comfortable with the idea. I’ve started a blog, and one of my goals this year is to become more savvy with places readers hang out, like Pinterest. I’ve got a Facebook and Twitter presence, so I believe that is helpful too and I’m going to work to grow those as well.
I’ve begun thinking about creative ideas for launching/marketing my books, but I’ve not come up with anything stellar yet. 🙂 Thanks so much for sharing your thoughts on this, and the practical things we can begin working for marketing our books.
Jeanne, your positive attitude toward your personal marketing plan will benefit you greatly. The efforts you’re undertaking are smart and good. And hopefully some of the comments today will give you brainstorming material for your own launching/marketing plans.
Readers hang out at Pinterest?
I did not know that. Thought it was just some sort of Tumblr-type photo sharing site?
If anyone could give a quick tutorial on Pinterest, it’d be appreciated! 🙂
Hope this helps some. Wrote it myself. http://tinyurl.com/ab4jq32
Check out how Dani Pettrey used Pinterest to show readers the setting of her book, Shattered:
http://pinterest.com/danipettrey/shattered/
Inspiring! 🙂
Thanks Jan and Natalie! The advice is helpful, and got me to thinking about Pinterest differently.
I think my book would be a good fit for book clubs, so I’m working on some creative contests geared toward book clubs. Almost done with my rough draft–so close!–but I’m taking notes on marketing as they come to me.
I have been doing the basics: blog, Facebook, Twitter, pinterest. Really, though, more than those efforts, it’s all about the relationships you build. I’m meeting a TON of fellow inspirational authors, both pubbed and unpubbed. I’m serving as a influencer for several of them, and I am learning so much about the marketing process just from that role alone.
I’ll be interested to see ideas others post!
“Really, though, more than those efforts, it’s all about the relationships you build. I’m meeting a TON of fellow inspirational authors, both pubbed and unpubbed. I’m serving as a influencer for several of them, and I am learning so much about the marketing process just from that role alone. ”
Indeed! That’s what I tried to address with my post below. Whenever this community pools together its talent and knowledge, it is quite impressive! Integrating that with a social media platform like Facebook, Twitter, or Reddit?
That’d be awesome!
Hi Mary, Thank you for your advice. Sigh. I’ve been busy re-editing my first manuscript again and have put working on my second on hold for now in preparation to send that first out for representation yet again; however, you’ve reminded me that I can’t forget marketing–even in the pre-publishing days. So a creative idea has come to mind for marketing my book from my blog–I think I will use the better sketches that I have created for my book and had planned to publish at some/all chapter beginnings, and frame them up and give away prints on my blog! I’d like to know what you think of this idea?
Fantastic post, Mary! 🙂
I ended up with two pages of marketing ideas in my WWII book proposal.
One idea is to utilize my collection of video footage from my world travels to give readers a glimpse of my novel settings.
I have several videos from my trip to Germany that I will use as part of a book release bonus feature for readers.
I run a travel and writing blog called “Pens on a World Map” (www.pensonaworldmap.com), which is the best way I know right now to promote my writing and brand – “Historical Fiction That Travels.”
You gave me great advice months ago about tying in travel with my blog/social media approach. I took it to heart and have been working hard to establish myself as an inspirational author geared to historical and modern-day story lines laced with faith and set across the world.
Thanks! Any further insight is much appreciated.
Mary, as a writer, I very much appreciate todays’ post.
It addresses what writers have known for a while now: publishers are relaxing their budgets for first-time or mid-tier authors, the author is the primary engine for promotion, and most of what a publisher does for first-time or mid-tier authors are things they’d learn to do themselves if self-pubbed (and still might have to learn how to do even if signed with a publisher, in regards to being the one to contact local media for interviews).
We are expected to do the majority of promoting our novel, building readership, etc.
Writers know this, but it is good to hear professionals in the industry acknowledge it.
For me, at least, I never understood why it’s been so seemingly taboo to say as much: if publishers want the maximum return on their investment, why leave potential authors clueless about what is expected of them to sell the book?
“What traditional source could Christian authors go to that could be relied on to consistently maintain the Christian message and worldview in your books?”
Ah, now this could be an entire blog post right here! Even though I have qualms about social media, when I enjoy it, it can be quite fun. Morgan is doing very interesting work with her blog, becoming a “travel guide” as it were for inspirational historical fiction writers / readers.
There are also several folks here who are also doing very interesting things with their social media stuff, beyond just blogging or Tweeting, turning their social media endeavors into an actual product. Which is to say, that just as it is upon the writer to already promote their book, it appears that as the industry goes forward that writers, groups of writers, etcetera are increasingly going to find themselves in the roles of traditional publishers, in that it is their brand and services which serves to negotiate with places such as Amazon, and other outlets for information to readers and the general public.
One of the reasons I suggested in Rachels’ blog post the other day that the community here form a Good Reads, Twitter, or Facebook group to share and uplift each other is that:
1. There is real talent here, and readers (and publishers) would be attracted to places where they know they can find plenty of quality writing, and plenty of diverse quality writing.
2. We could uplift each other and help each other with elements of the writing journey. While the blogs here are a WONDERFUL resource, and the community is wonderful, I know there are some in the community who due to the schedules find it hard to actively join the community: so a place where topics are active over a longer period would help with community engagement.
3. As a group, we’d have more influence with sharing the position of writers within the industry than as individual voices.
4. As writers, we would have a unique platform: boldly stepping forward and creating a new foundation for writers to engage the industry and readers.
5. It’d be fun! 🙂
I’m just getting back to read all these fabulous blog comments and I just saw yours, Larry! 🙂
Thanks so much for your nice comments about my blog! The encouragement is much appreciated. I like your “travel guide” reference.
I really like your community idea. Please keep me updated if one gets started up.
Have a great weekend!
Thank you Mary for continuing to encourage and suggest ways we can become better author-marketers.
In my current manuscript an adorable Chiweenie, named Duke, is an integral part of the story. His owner takes part in a program for children offered by the fictitious library similar to an actual program at our county library called R.E.A.D. (Come read to a dog with the Reading Education Assistance Dogs (R.E.A.D.))
My little Duke and I plan to attend the training to participate in the program at our local library. We all know how much children love to read to someone. What better listener than a cute puppy?
And my local Barnes and Noble will allow Duke to come to my book signings. I need to get a paw print stamp…and an agent…and a publisher…and more followers on my author Facebook page…and another cuppa tea!
Personally, the idea of marketing my own books excites me. In a few weeks I will secure a marketing degree which I have pursued for just that purpose.
Recently I read (on Author Media, I think) that “off story” extras like deleted scenes and character sketches can be valuable for promotional purposes. Based on that idea, I’m hoping to put together a book of poetry supposedly written by the protagonist of my WIP.
Thanks again for this post.
Once I find an agent, I plan to promote my book at work. Because I am a teacher, I plan to first let my principal know. She will make an announcement at a faculty meeting. I can add a link to my school’s web page. In addition, I will let my parents know by adding info in my weekly newsletter. One of my parents is a reporter for a major news station. I think she would allow me to send a link on her Facebook page. Of course, I will send to everyone on my Facebook friends’ list.
Thanks for writing on this topic. It is great to read other comments and suggestions.
Thanks for writing on this topic. It is nice to read the other suggestions.
Thank you, Mary, for the reality check.
My concern is how to juggle writing the next MS while promoting the last published one, and maybe having to spend time proofing the galley copy for the book in between the two!
I can see how helpful it is for writers to be versatile and flexible about being able to write anywhere they go. I’m at a disadvantage; I write best when it’s quiet around me sans earplugs.
Mary says: “3. Contact radio and TV stations, bookstores, churches, and organizations to let them know about your book and to request interviews, readings, and signings.”
Has this always been the author’s responsibility, or did this evolve out of publishing house cutbacks? How does an author request for interviews? Cold calls? I thought the marketing dept. of the publisher does that since they have name recognition?
To add to the list for #3, I would suggest: being available to popular bloggers for interviews, giving talks at book festivals or local area events.
Mary asks: “What creative ideas are you planning to initiate for your book?”
I’ve established my social media platforms (website, Twitter, Facebook, Pinterest), and I hope to keep them going. But for the moment, I feel that my best marketing vehicle is my writing, so I’m focusing on my MSS. When my books are done, I’ll be more active on Goodreads. Right now I’m there but I’m also not.
I’m still learning about the new normal of traditional publishing. Looks like a long road ahead.
Thanks! 🙂
I think the time has come to get pragmatic over the return on investment in social networks. That’s because if online activity doesn’t create a lot of book sales or some form of significant revenue, then it’s probably time to re-focus your efforts on other marketing possibilities.
I’m going to advertise my middle-grade novel at pet stores.
(Think outside the dog house)
I am so thankful for the wealth of helpful information I’ve found on these blogs. I’ve wanted to be a published author since I was a child, yet even as recent as a year ago, I didn’t have a clue about agents, blogging, or marketing!
Tweeting while writing the book is something I would have never thought of. Letting your future readers grow with you chapter by chapter is a brilliant marketing strategy.
Sunny Frazier, acquisitions editor for Oak Tree Press, drilled into me from our first meeting– MARKET and PROMOTE. I try to be a good soldier. I’m doing “all those things” your post mentioned and it feels like a dozen more to grow my audience and fan base.
Sunny must have seen some potential in me, because OTP did offer me a contract. Now I’m stumping on the TEAM MARTA trail, working for OTP’s approval and my present and future book sales.
It’s all true, folks. Marketing and promoting hardly leaves time to write, but, somehow, we manage AND we’re happier, better selling authors for it… :))))
Marta Chausée
Murder’s Last Resort
Oak Tree Press
available on Amazon.com
martachausee.blogspot.com
focusonaction.wix.com/martachausee
Mary I’ve got a question related to your line “All your comments, posts, and website content should relate to our brand and your book.” This seems contrary to other advice I’ve read about not being sell-sell-sell on social media, but keeping it personal, relatable and interesting.
In my own experience through Facebook and blogging (I’ve not got a book published yet, so it’s all about platform building rather than selling) it’s the stuff that I’ve shared that’s the most personal/human that gets the most interaction/response. Particularly in blogging. The times that I’ve written about a friend’s book, or a book I loved, very little response compared to other times. The posts that get shared a lot, and get me new readers/followers, are the ones that are personal, universal, human stories. Eventually, of course, I hope to turn that following into a loyal bunch of people who want to help me sell books, but I still need to keep being relatable, not a marketing machine on line.
Any thoughts on this dichotomy? Thank you.
Megan, I appreciate your question because it points to information about which I should have been more specific. The advice not to sell-sell-sell is absolutely correct, especially on Facebook, which is all about relationship. But you should strategically choose the personal stories you share and your natural interactions in all your social media. They should subtly remind followers of your brand.
This is a fantastic article, Mary! One idea that I saw that was really cool was taking a picture with an author’s book while planking. Such fun and wacky ideas are out there.