Category Archives: Publicity

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

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


ONLINE COURSE: Writing A Book: The First Draft


ONLINE COURSE: Writing With Flair: How To Become An Exceptional Writer


ONLINE COURSE: Self-Publishing Success in Bookstores and Online!


ONLINE COURSE: The A-Z Guide That Will Hold Your Hand To Making A
Career Through Blogging And Building A Successful Online Business

Check them out today. Just click on the above pictures to be redirected to the course landing page where you can enroll and start learning immediately. Good luck and enjoy.

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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.

Media Tour: Watch for Barbara Paterson’s New Book This Coming Month!

A media tour is a series of interviews with newspapers, magazines, and/or broadcast stations to promote you and your new book. Tying in this type of publicity with a bookstore signing or an evening launch (reading) is a great way to increase traffic to the event plus establish yourself as an author. This is exactly what PPG’s latest author, Barbara Paterson, is going to be doing over the next six weeks to promote her new book titled Malignant Memory. Click here to view details of Barbara’s upcoming event through McNally Robinson in Winnipeg. 

You don’t have to be J.K. Rowling to stir media interest. All you need is a good angle. For example, if you’re from Manitoba as Barbara is, you may want to promote yourself as an “up and coming Manitoba author” to the media in that province. Or, as another example, if you’ve published an historical fiction or non-fiction work about a particular region, you can contact the media within that region for an interview.

In Barbara’s case, we are promoting her as a doctor with an interdisciplinary doctorate in nursing, psychology and education, as well as a master’s degree in post-secondary education. She served as a professor at the University of Manitoba, the University of British Columbia, the University of New Brunswick, and Thompson River University until her retirement in 2013.

Malignant Memory paints a portrait of how to put one foot in front of the other in the face of unimaginable trauma. It shows there is power in bringing dark secrets into the light, particularly in the face of acceptance and forgiveness and how bad times can become an opportunity to gain strength. The stories of abuse, trauma and grief in the book are based on actual accounts Dr. Paterson received in her work as a nurse and a researcher; they are real-life narratives of survivors of residential schools, adults who experienced profound childhood trauma and people facing life-threatening illness.

Once you reach J.K. Rowling’s level of renown, a press release with a one-liner such as “Announcing the latest release by…” is about all you’ll need to generate buzz and arrange interviews for yourself. Until that day comes, placing a personal phone call to request an interview is much more effective than any press release, fax, or email alone. Or you can hire an experienced publicist through Polished Publishing Group (PPG) for even more impact.

Who do you contact to book an interview? It varies depending on the media: you’ll want to talk to the book review editor when contacting a newspaper; your best bet is the news editor at a radio station; and you should ask for either the producer of the morning show or a community events reporter at a television station.

Each time you complete an interview, it’s a great idea to ask for a copy of it so you can continue promoting it even further. For example, you can scan a copy of a newspaper article to display on your blog; or you can ask for copies of your radio/television interviews in a YouTube-compatible file format and then post them to your YouTube channel like PPG did here:

There are many effective ways to sell more of your books … from readings, to bookstore signings, to trade shows, to speaking engagements. A timely media tour will complement all of these events to make them even more successful.

Good luck to Barbara on your upcoming media tour! We wish you all the success in the world!

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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 © 2009 (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.

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.

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.