Category Archives: Advertising

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

* * *    * * *    * * *

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!

* * *   * * *   * * *

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.)

* * *    * * *   * * *

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.

Include a “Call to Action” in Your Marketing Materials. Ask For The Sale.

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

I’ve received several emails via LinkedIn and other social media sites, over the years, from newly self-published “indie” authors who were advertising their books, trying to convince me to buy them. If you’re one of these authors, I genuinely applaud you for taking that important step toward self-promotion. Good for you! But now I’m going to tell you why I (and probably most of the other people you sent that email to) never bought your book … and my answer may surprise you.

MYTH: It’s wrong or rude to outwardly ask people to buy your book.

FACT: It’s okay to ask for the sale. The most successful sales people always do.

One of the most obvious, yet least utilized, components of every successful sales campaign is known as the “call to action.” Simply stated, a call to action is your very clear request to consumers to buy your book TODAY! Right now!

Sometimes, salespeople do an amazing job of convincing buyers that whatever they’re selling is a wonderful thing, but then they let those buyers walk away without actually asking for the sale while the opportunity is still hot. Don’t let that opportunity get cold! Come right out and ask for the sale right in the moment. It doesn’t work all the time, but it works a lot better than never asking—that much I can promise. If you get used to doing this, you’ll sell way more books over time.

Now to clarify…

There are special nuances and techniques to effectively asking for a sale that every author needs to understand. There’s more to it than simply sending someone an email that says, “I’ve just published a new book! Buy it today!” You need to communicate with your potential customers in such a way that creates both an emotional and intellectual response in their brains, and you need to speak to them in their preferred marketing language.

WIIFM: What’s In It for Me?

One of the very first acronyms I learned when I entered the world of sales was WIIFM, which stands for “What’s In It for Me?”. My sales coach told me this is what all our customers are asking themselves, whether consciously or unconsciously, whenever they consider making a purchase. As salespeople, we need to be aware of this acronym and be sure we’re answering that question for customers, in all our marketing materials, in a clear and concise manner that speaks to them in their language.

When I say “clear” I mean tell them what’s in it for them in a manner that addresses their needs directly. Will your book increase their joy? If yes, how? Will your book decrease their pain? If yes, how? (When you clearly address someone’s joy and/or pain, you are appealing to their emotional limbic brains more effectively.)

When I say “concise” I mean tell them what’s in it for them in as few words as possible. We live in an “instant soup” society, filled with customers that want quick and easy solutions to their problems. The only instance when anyone will take the time to read through paragraph after detailed paragraph of promotional material will be if they’ve picked up that material to read it by their own choice—not if they’ve been “interrupted” by it in an unsolicited email message. Fair enough? (When you are concise in your messaging, you are appealing to their logical neocortex more effectively.)

When I say speak to them in their language, I mean tell them what’s in it for them in a manner that they will understand and appreciate most. There are two different marketing “languages” you might choose from to communicate with your prospective customers in all your marketing materials (e.g. your blog, the back cover copy of your book, et cetera): price-based marketing and value-based marketing. Both have their time and their place, no matter what it is that you’re selling.

Price-Based Marketing

Walmart is one of the most common North American examples of a retailer that uses price-based marketing, also sometimes referred to as the “Everyday Low Price” pricing strategy, to sell its products. As soon as I use that retail name, most people understand what I mean without much further explanation. Price based marketing revolves around selling things for the cheapest price. It appeals to the audience that wants “the best deal” at the lowest possible price, regardless of its brand name or quality.

You speak to a price-based audience with phrases such as “Have what you want for less” and “The affordable solution for thrifty consumers.”

Value-Based Marketing

Prada, by contrast, is an example of a worldwide luxury retailer that uses value-based marketing to sell its products. As soon as I use that brand name, the concept is once again clear to most people. Value-based marketing revolves around selling things at prices commensurate with the highest quality. It appeals to the audience most concerned with workmanship, expertise, long-term durability, and image—and who can, and will, willingly pay more for it.

You speak to a value-based audience with phrases such as “Sophistication and classical style for discerning women” and “Crafted with care for the distinguished gentleman.”

These are two extreme examples, taken from one end of the spectrum to the next, to illustrate the differences between these two marketing languages. Not all price-based marketers will price things as low as Walmart does; nor will all value-based marketers price things as high as Prada does. In fact, the same concepts are used to sell many other things all along that spectrum, including coffee (Dunkin’ Donuts versus Starbucks), food (McDonalds versus Fatburger), and cars (Honda Civic versus BMW 3 Series Sedan). The main point here is that the wording you use to speak to a price-conscious audience will be very different from the wording you use when you speak to a value-conscious audience. The other point is that you can apply either price-based marketing or value-based marketing to everything and anything you’re selling—including all types and formats of books. It all depends on your customers’ wants and needs.

All Authors Should Create an “Elevator Pitch” for Their Books

What is an elevator pitch, and why should every author have one memorized and ready to recite at a moment’s notice? In short, it is a brief sales pitch that will help you to sell more books both in person and online. According to the Free Dictionary, “the name ‘elevator pitch’ reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.”

When delivered correctly and confidently, it often results in a sale right on the spot. At the very least, it will pique the interest of your audience for future reference so they will think of your book first when they are in the market to buy one on your topic.

An Effective Elevator Pitch Includes a Call to Action

An effective elevator pitch should encapsulate everything we’ve discussed up to this point: it needs to be clear and concise; it needs to answer the question “what’s in it for me?” in a marketing language your customers will understand and appreciate most; and it should confidently call your customers to action to buy your book immediately. Your call to action should be customized to match the format and audience of your book.

Authors are entrepreneurs. If you want commercial success, then you have to be an active participant in the sales process. It’s always been that way. And an effective “call to action” is a necessary part of that sales process.

* * *   * * *   * * *

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.

Book Publicists (Advertising Versus Publicity)

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

We often discuss ways you can market and sell your book using various forms of both free and paid online advertising. Now we’re going to talk about publicity. In her ebook titled The Power of Publicity for Your Book, Marsha Friedman provides us with a clear distinction between the two:

By definition, publicity is not advertising; it’s coverage by the media of people, events and issues deemed to be of interest to their audiences.

. . . The nice thing about publicity, also referred to as “earned media,” is that you don’t buy it; you earn it. If you can get a journalist or talk show host interested in your story idea or topic, you might be interviewed for an article, asked to write an article for publication, or invited to be interviewed as a guest on a radio or TV show.

The endorsement of traditional media, even if it’s simply mentioning your name, has always been marketing gold to anyone trying to build a reputation as an author and gain visibility for their book.

Some authors misunderstand the role of publicists. They hire a publicity firm assuming that organization will advertise and sell their book(s) for them, but this is incorrect. The true role of a publicist is to garner publicity for their client—to get that author mentioned in the media via Associated Press-style articles and press releases written about the topic(s) in his or her book, and by promoting that author as an industry expert in his or her field. The idea is to attract newspaper, radio, and television interviews that will highlight the publicist’s client within the mainstream media. The by-product of this publicity is a heightened interest in the author, which should boost sales of his or her book much like advertising does.

Both advertising and publicity are about putting yourself in front of a larger audience as often as possible to build on (and maintain) that top-of-mind awareness we talked about earlier; but, by contrast, advertising is essentially you talking about yourself and your book whereas publicity is the media talking about you and your book. Obviously, when someone else is talking about you, it has more credibility in the eyes of the public. That’s the power of publicity.

It is possible to generate publicity on your own, free of charge, without hiring a publicist to write the news stories for you. Friedman offers some helpful tips about this in her ebook, as well:

You can hire PR professionals to help you get publicity, but you can also work at getting it for yourself. . . . for a newspaper, you might write a short, bona fide news story, or a list of tips that address a problem relevant to your book. For TV and radio, briefly describe the topic you can address and what you will contribute. . . . Most mass media are focused on issues and events in the news today, so you’re much more likely to get publicity if you can speak to something going on now. That’s not as difficult as it sounds, but it does require creative thinking.

There is a definite benefit to hiring a publicist to do all this for you, though. Publicity firms have developed long-standing relationships with all the “movers and shakers” in the media, and their staff knows exactly how to format news stories to have an “Associated Press” appeal that is more likely to be picked up. They watch the news regularly, so they’re aware of what is going on and how to tie you and your book topics into current events. Hiring a publicist is somewhat expensive but, in my opinion, it’s worth the investment when you’re working with a reputable firm.

How expensive is it? Well, it depends. There are different types of publicists out there. Some firms want a retainer, much like a law firm, and they will charge their clients for time spent researching, writing, and contacting the media as well as for telephone charges, postage fees, and any other materials they create for you (i.e., printing and copying). And then there are the firms that use a pay-for-performance business model where they charge only one lump sum fee in the beginning and guarantee a certain amount of publicity along with that lump sum fee.

To clarify: If you want someone to publish your book and provide you with worldwide distribution channels to sell it through, hire a publisher; if you want someone to sell your book for you, hire a salesperson; if you want someone to advertise and market your book for you, hire an ad agency; and if you want publicity for yourself and your book, hire a publicist. Or, you can manage your own publishing, distribution, sales, advertising, marketing, and publicity by yourself using all of the techniques discussed my latest book, Successful Selling Tips for Introverted Authors, plus my two previous books.

As with everything, there are pros and cons to hiring any of these professionals. It’s important to do your homework to determine which one is best for you or whether you even want to hire one at all. You may decide to do it all on your own. Just make sure you’re doing something. Remember, you’ll sell many more books if you’re in the driver’s seat than you will if you leave it all up to your publisher.

* * *   * * *   * * *

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 © 2015 Polished Publishing Group (PPG). All rights reserved.