Category Archives: Advertising

Learn at Your Own Pace: Online Courses in Writing, Publishing, and Selling Books

With the help of Udemy‘s online learning portal, you can build on your book writing, publishing, and selling skills from the comfort of your home at your own pace. Here are just two of the courses that can help you with every aspect of your next book project from start to finish:


Writing A Book: The First Draft
Learn your style of writing and get that first book out of your head

  


Self-Publishing Success in Bookstores and Online!
Everything You Need to Know All in One Place: Writing, Publishing, Distribution, Marketing, Selling, Printing, and MORE!

  

Check them out today! Just click on the above two pictures to be redirected to Udemy.com where you can enroll and start learning immediately. Good luck and enjoy!

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[Thinking Outside the Box] T-Shaped Marketing for Authors

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

Online marketing—blogging, social media marketing, pay-per-click advertising, to name only three kinds—provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to think outside the box. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

I invite you to click on this link because it will bring you to a diagram that depicts the T-shaped marketing concept really well: The T-Shaped Web Marketer. To quote the author of this Moz blog entry: “T-Shaped basically refers to having a light level of knowledge in a broad array of skills, and deep knowledge/ability in a single one (or a few).” Your deep knowledge/ability (the stem of the T) is the content you’ve written about in your book(s) whereas the flat, horizontal part at the top represents the various other creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Many of the most successful online companies of today used T-shaped marketing (also referred to as “growth hacking” which will be discussed in an upcoming blog entry) to grow their businesses when no venture capital was available to help them. AirBNB utilized Craigslist users as part of their growth hacking strategy. PayPal paid people for referrals. DropBox gave people extra storage for referrals. There are many more examples of this, as well.

I believe authors can do the same thing as these companies did to really put themselves and their books on the map. If you have any doubts about that, I invite you to read this online Forbes article: Amazon Pays $450,000 A Year To This Self-Published Writer. Mark Dawson was first trade published. But when he saw how few copies his trade publisher sold for him, he switched to self-publishing for his next book and learned how to become an entrepreneurial author instead of a mere trade published author. This is T-shaped marketing at its best.

I hope today’s blog entry will whet your appetite enough to join me again for the next one. I’ll be talking about growth hacking in a bit more detail when we meet each other again.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2017 Polished Publishing Group (PPG). All rights reserved.

Modern Marketing for Authors: Post Your Readings and Interviews on YouTube

There are a lot of different ways that authors can use YouTube to promote their books and get more leverage out of past publicity (e.g. radio or television interviews). Here are two examples…

Video Readings

A few years back, I decided to create a video of me reading the introduction to my third book, titled 11:11, with Canmore’s renown Three Sisters Mountain Range behind me. Mother Nature seemed to approve of the idea by gifting us with mild temperatures—it was a balmy +2 degrees Celsius on March 8, 2010, even up in Alberta’s mountaintops!—which allowed me to be filmed without a coat, gloves, or even a hat on. (You can imagine how much easier it is to turn the pages of a book without gloves on!) I couldn’t have asked for a nicer winter day.

In addition to agreeable winter weather conditions, I had the honour of working with two consummate professionals—David Joseph of David Joseph Photography and Patricia M. Gallagher of PMG Creative—who added their creative ideas to mine to help make this video come together. This is yet another testament to the fact that two or more brains are better than one. A combined mastermind can create wonderful results.

Here is a link to my YouTube video reading:

Media Interviews

In 2016, Brent Gill, a correspondent for the Central Valley Business Times (CVBT) in Stockton, California, conducted this very unique audio interview with four-time PPG author Colin Manuel … unique because Colin is 70% hearing impaired. How do you conduct an audio interview with a hearing-impaired author? With a little finagling and clever innovation, that’s how!

We asked Brent to provide us with the audio file for this interview so we could convert it into a YouTube-friendly format and re-post it for our subscribers. In the description portion of the interview, we posted all the ISBNs for all Colin’s books and let readers know where they can buy them. Now, our author can further leverage this publicity by sharing the YouTube link with his current and prospective readers any time he wants to.

Here is a link to that interview:

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2010 (original post) 2017 (updated post) Polished Publishing Group (PPG). All rights reserved.

Why Do We Use Social Media Marketing? What’s the Point?

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

As you know, I’m a strong proponent of social media marketing and am always telling my authors to use it in conjunction with blogging so they can sell more books. You may be asking yourself why. You may be one of the many people who ask, “How do you monetize it? How do you make money using social media marketing?” If you’re one of these people, then you need to read this blog entry because it will clarify a few things for you.

There are experts out there who will teach you specifically how to earn money using Twitter or YouTube or whatever other social media platform … and I share some of those with you in this email campaign. But I personally use these websites in a different context. I use them as advertising tools. I use them to drive more traffic to other e-commerce sites where I sell my books and various other services (e.g. personalized and customized sales coaching for authors).

I want to give you a couple of examples to help explain. Take a look at PPG’s Twitter page here. And take a look at my personal author Twitter page here. Every single day, one or two different tweets are sent out to our respective Twitter followers from these pages. Sometimes, events are being promoted. Other times, positive book reviews are being shared. We post our blog entries and links to the opt-in pages for our email campaigns here. And, occasionally, a link to where our books can be purchased online are being tweeted, too. It’s a mixture of everything, and it’s done on a daily basis.

Consistency is key. Regular advertising is all about creating top of mind awareness—staying in front of your prospective readers/customers so that, when they’re in the market to purchase what you’re selling, they’ll recall you (your book, your services) above all the rest.

We live in a wonderful world where we don’t have to pay thousands of dollars to achieve this anymore. Where we used to have to buy expensive newspaper, radio, or television ads to reach our target markets, we now have the Internet which allows us to reach an unlimited audience free of charge. All it takes is the time you have to build your subscribers, followers, likes, et cetera, on the various social media platforms.

Why do companies with prominent brands such as Coca Cola and Disney and Nike advertise regularly? Because it works! It allows them to stay top of mind for you—their prospective (possibly repeat) customer. And that’s what social media marketing can do for you and your book over time.

Go ahead and follow us on the two above-mentioned Twitter pages so you can watch how we do it. It may provide you with some inspiration for your own Twitter page.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2017 Polished Publishing Group (PPG). All rights reserved.

FREE Daily Tips Emailed Directly to Your Inbox from Kim Staflund

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

I’ve made it my mission in life to help authors the world over enjoy more commercial success. As a bestselling author and sales coach, I can show you how to write, publish, advertise, sell, market, and publicize your own book(s) using all the effective traditional and online tricks of the trade. My books, my blog, and my Sales Coaching for Authors webinars are three of the teaching tools I use.

In addition to these resources, I’ve also put together four email campaigns tailored directly toward three different types of writers/authors. By subscribing to any one of these campaigns, you’ll receive free daily tips from me directly into your email inbox. Whether you’re in the writing stages of your book or have already published it and are now looking for ways to sell it, there is something here for you:

FREE Book Publishing Guide: Learn How to Create a Best Seller

Learn How to Protect Your Creative Work! FREE ADVICE from a Trademark, Copyright and Entertainment Attorney

Writing and Publishing for Business Professionals: Learn How to Save Time, Earn a Profit, and Stand Out as an Industry Expert in Your Field!

Time Management Tips for Writers … and Everything Else You Need to Help You Write That Book!

Whether you subscribe to one—or all—of these email campaigns, you have my personal guarantee that your privacy is 100% assured and your email address will never be shared with anyone else. My intention is simply to provide you with some true value in the form of useful information that will help you achieve your goals. And I’m providing it for FREE!

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2017 Polished Publishing Group (PPG). All rights reserved.

How to Market and Sell Your Book in Only One Hour Per Day

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

For some, the idea of authors selling their own books may seem to be an impractical notion cooked up by contemporary publishing gurus who lack the same influence within the book supply chain as the traditional trade publishers have. For some, the belief is still held that, as purveyors of the greatest literary writers, trade publishers will do (and always have done) all the work for their authors because they’ve carefully selected only the crème de la crème … the sure sellers that will guarantee a profit for them.

In his 2013 Forbes article titled How To Market And Sell Your Book In Five Steps, Nick Morgan, comments that:

…most authors – naturally enough – are focused on the book, not on what happens after completing it. It’s enough to get the book over the finish line, the typical author thinks, let the publisher worry about marketing and selling the book. That’s human nature and it makes sense, but it’s not enough in the world we live in now. There are simply too many books published each year – a million or more in the US alone – to rely on destiny, or fate, or even good word of mouth to get your book the attention it deserves. And you certainly can’t rely on the publisher.

He nails it right on the head … except for the “in the world we live in now” portion. The truth is, it was always this way for the majority of authors. Even back in the day.

The Myth Debunked by Trade Publishers Themselves

For those who balk at the idea of self-promotion because they believe it is their publisher’s sole responsibility to promote their books on their behalf—and that all traditional publishers will take care of it for them all the time—think again. Even the Association of Canadian Publishers will tell you otherwise:

Many publishers have a publicity department that will handle this while the book is on the front list. However, once the next season is published, or you have published the book on your own, the job of getting publicity exposure for the book falls to the authors themselves.

And Canada isn’t alone in this. Not by a long shot. Even the Big Five—Penguin Random House, HarperCollins, Hachette, Macmillan, and Simon & Schuster—admit they focus primarily on their front list titles; and, once those books fall to the back list, the responsibility of continued promotion falls to the author.

Based on the common twice-yearly publishing schedule followed by most trade publishers (spring and autumn), I figured that the average book would be considered a front list title for only six months which means it has a shelf life of only six months. After that, the author is on his or her own to continue selling it. I’ve since learned that my six-month guesstimate was actually quite idealistic after picking up a well-researched book by John B. Thompson titled Merchants of Culture: The Publishing Business in the Twenty-First Century. He delves even deeper into a trade publisher’s publicity, sales, and marketing budgets than I did in my last three books:

Today more than ever, a writer’s career is always hanging in the balance, rising and falling with the sales of their most recent books and always at risk of being curtailed by a disappointing track. Careers cut short and writers cut loose are among the prices to be paid for the logic of the field. They are the human costs of an industry where numbers rule in the end and where short-term growth and bottom-line profitability have come to assume more and more importance in the practical calculations of the major houses.

You would think that the major publishing houses with the larger budgets would be able to spend more money on promoting and selling all their books; but, the fact is, they are under even greater pressure from their parent corporations to watch their spend and focus primarily on what they consider the “big books” (which do not necessarily equate to “great literary works”) that can generate the most profit for them. The result, according to Thompson’s research, is an even shorter shelf life for the majority of books by the majority of authors:

As soon as a book shows signs that it’s going to take off, the sales, marketing and publicity operations mobilize behind it and look for ways to support it with extra advertising, trying to get more radio and TV appearances, extending the author’s tour or putting together a new tour to cities where the book is doing particularly well, and so on. … the sales, marketing and publicity operations are geared and resourced in such a way that, when they see that a fire is starting to ignite, they are able to pour generous quantities of fuel on the flames. … But if further appeals fall on deaf ears and sales fail to pick up, then the marketing and publicity effort will be wound up pretty quickly – ‘In two to three weeks we might pull the plug,’ … So how long does a book have out there in the marketplace to show signs of life? How many weeks before it becomes a dead fish that will be left to float downstream? … I would say the life of a book today is about six weeks. And quite frankly it’s even shorter than that, but you probably have six weeks and that’s it.

So we’ve gone from a six-month shelf life to a six-week shelf life with the larger, corporate publishers. Then the ball is back in the author’s court. Yikes! Scary stuff. There has to be a better way, right? I believe there is, and I’ve made it my life’s mission to help authors take control of their own book sales and marketing efforts so they can enjoy more commercial success.

Successful Selling Tips for Introverted Authors

Not all authors are introverts, but all authors can benefit from online marketing. And it only takes one hour per day, six days per week, to get the ball rolling. That’s it, that’s all. Truth.

Whether a book was self-published or produced by a traditional trade publisher, there are some effective ways the author can boost its sales that will fit well with both introverted and extroverted personality types. And here’s the best news yet: it’s possible to successfully market and sell your book using nothing more than a comfortable chair in your favourite writing room, a laptop, an Internet connection, and your own God-given talent to write.

So, what is stopping authors from moving ahead with this? That’s the question I asked myself when I wrote my most recent educational resource guide to complement my sales coaching for authors classes. Maybe you will recognize yourself in this chapter: Is this you? If it is, that’s okay. We’ll work together to overcome your fears and teach you how to sell your own book. You may just surprise yourself with what you’re capable of once you start this sales coaching for authors program.

I sincerely hope you will give it a try. I created the program specifically for you.

Educational Resources for Authors

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2016 Polished Publishing Group (PPG). All rights reserved.

How to Utilize Book Reviews to Increase Your Following

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

Different types of book reviews are available to help authors sell more books: unpaid traditional book reviews, and paid online book reviews. Each has its own unique pros and cons. Both are effective tools that can be used by authors to sell more of their books.

UNPAID TRADITIONAL BOOK REVIEWS

A common custom among trade publishers that really should be adopted by self-publishing authors is making sure to send out a few complimentary copies of your book to various relevant book reviewers in your area. This is a great way to generate some extra publicity for your book. The upside is that these reviews are free of charge in the sense that your only cost is the copy of your book and the postage to send it; however, the downside is that you’re not guaranteed a review after sending it. It’s at the discretion of the reviewer.

Two types of unpaid traditional book reviews are available: one is the review that you send out ahead of time, known as an advance reading copy (ARC), to stir up interest in the book before publication; the other is a published review copy of the actual, final edited version of your book.

  • Advance Reading Copies (ARCs): These unfinished review copies can be printed and mailed out as hard copy galleys or emailed as .PDF files. It is important to ensure they are stamped with the words “Advance Reading Copy (ARC)” on the front cover, and possibly also on every few pages of the interior, to ensure that the reviewer understands the copy is unedited so he or she takes that into account.
  • Published Review Copies: When sending a final published review copy to an editor, whether mailed as a hard copy or emailed as a .PDF, make sure to stamp “Review Copy” on the front cover of the book so it cannot be resold for profit. This also ensures that it will get to the right person at the newspaper or magazine to which you’re sending it for review.
A prize endorsement of How to Publish a Bestselling Book in the highly respected Midwest Book Review!

A prize endorsement of How to Publish a Bestselling Book in the highly respected Midwest Book Review!

A great book review written by a highly respected reviewer within the literary community can do wonders to help boost your book sales in much the same way as other forms of publicity can. When shared via social media, a prize endorsement such as this can catch on as quickly as wildfire. It’s definitely worth the cost of a complimentary book or two.

Additional book reviews for How to Publish a Bestselling Book ... and Sell it WORLDWIDE Based on Value, Not Price!

Additional book reviews for How to Publish a Bestselling Book … and Sell it WORLDWIDE Based on Value, Not Price!

PAID ONLINE BOOK REVIEWS

Paid online book reviews are a fantastic advertising tool for authors. They can aid you in your efforts to direct traffic to the storefront where your book is currently for sale, thereby increasing the chance of a sale. They can also provide you with relevant content that you can share via social media to further promote your book to your followers.

The upside to these types of reviews is that whereas you’re not guaranteed a review when you send a book to a traditional book reviewer, you are guaranteed a review when you pay for one from a non-traditional book reviewer. The downside is that you must pay for it.

A prize endorsement of Successful Selling Tips for Introverted Authors in MBR's Jim Cox Report!

A prize endorsement of Successful Selling Tips for Introverted Authors in MBR’s Jim Cox Report!

When completed by a reputable organization, these paid reviews are still unbiased reviews—which may be good or bad. Once the review is complete, you are given an opportunity to decline or approve it to be published online for all to see. If you decline it, you won’t get your money back; it simply won’t be shared publicly at your request. But if you approve it, it might be posted to that reviewer’s high-traffic website, posted to your book online, and/or shared with various wholesalers and retailers all around your country (and possibly other parts of world, depending on where you have the book reviewed).

A complimentary paid book review can boost your sales in much the same way a traditional review can. It is definitely worth the investment.

Additional book reviews for How to Publish a Book in Canada ... and Sell Enough Copies to Make a Profit!

Additional book reviews for How to Publish a Book in Canada … and Sell Enough Copies to Make a Profit!

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2016 Polished Publishing Group (PPG). All rights reserved.

Successful Selling Tips for Introverted Authors

Successful Selling Tips for Introverted Authors by Kim Staflund | Your Choice Between a Full-Day Intensive In-Person Workshop or a Two-Hour Basics Webinar

Successful Selling Tips for Introverted Authors by Kim Staflund | Your Choice Between a Full-Day Intensive In-Person Workshop or a Two-Hour Basics Webinar

Your Choice Between a Full-Day Intensive In-Person Workshop or a Two-Hour Basics Webinar

What if I told you it’s possible to successfully market and sell your book using nothing more than a comfortable chair in your favourite writing room, a laptop, an Internet connection, and your own God-given talent to write? There are some easy, effective ways to boost sales in only six hours per week!

COMPELLING POINTS
• The reputable Midwest Book Review endorses Successful Selling Tips for Introverted Authors as “a critically important instructional reference” and mandatory study material for every novice author.
• This book/workshop teaches authors how to advertise, market, sell, and publicize their own books.
• This is EASY! All it takes is six hours per week for authors to sell more copies of their books. With a reasonable time commitment such as this, anyone can do it.
• This book and its corresponding workshop/webinar sessions were created by a professional bestselling author, TESOL certified sales coach, and book publisher with over twenty years’ experience in the North American English book publishing industry. Add her substantial corporate sales and advertising background into the mix, and you have a serious mentor in front of you who can help you achieve better commercial success as an author.

Program Proposal: click on this link and turn the pages to view more information regarding each session along with pricing, itineraries, positive book reviews, and testimonials from past workshops. (Of course, each program is flexible and can be repurposed to meet your unique requirements.)

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2016 Polished Publishing Group (PPG). All rights reserved.