Marketing Tip for a Self-Published Writer

Want an easy tip on how to draw media attention?

I was once told the easiest way to attract media attention is to do something outrageously wrong, and get caught at it. Since most of us would rather not suffer that particular indignity, what are other options?

One is to possess information, or have a story that is newsworthy. The news industry feeds on the first three letters of news, something that is new. But, they also need to think it is interesting. Unfortunately for those of us self-described Indie Publishers the release of our latest book does not make that list, unless I change my name to something like Stephen King.

If you are anything like me, writing the book seemed like the sweaty, hard part. That was the part driven by a story, by characters. That was the part of hopeful starts, pitfalls, the insecurity of story lines that seemed to dwindle to nothing, and then feeling the surge to the finish line.

If that was the sweaty, hard part, it was nothing compared to the scary monster at the end. If you are anything like me, you know the terror of waiting for the opinion of a reader. You also have a drawer full of rejection slips from agents and publishers, some nicely worded rejections, but rejection just the same. What to do?

For many of us, self-publishing makes an attractive alternative. There are some good companies with a range of services from editing, through to the finished product and beyond. There are also many predatory companies just waiting to promise you the world if you will only spend your money with them. (As an aside, I have learned to filter any companies I am interested it through scam research.)

If you chose to self-publish, to become an Indie Publisher, you will face the reality of marketing. I use a simple phrase to guide my marketing efforts.

Who will want to buy my book, why, and where will they hear about it?

Today’s tip explores going after earned media. How to we generate publicity by promoting our books with promotional efforts. If we have the money it’s easy to pay for advertising, to create buzz. Earning media attention means “boots on the ground” efforts, how to get the ear of the media. How about letters to the editor? Many newspapers also provide space for guest editorials. How do we generate buzz through grassroots actions?

But the next, best step is to recruit others to do the work for you. I had a reader of my first book ask me if it would be alright if he lobbied a local book store to carry my book. What do you think my answer was? I could make the rounds of local book stores, pleading my case, but it would be much more powerful coming from a reader. By the way, that reader wasn’t part of my friends and family circle, even better.

Thanks to cable television, local community television channels are often good places to get face time talking about writing, and to slip in a mention of your latest book. There may be more potential to reach a reader by appearing on your local cable channel that there is being squeezed into a newscast. On local cable you will have time to talk about yourself and your writing. On the six o:clock news you can be quickly replaced by a breaking news story.

Radio stations often do community news interviews. Try making a phone call to local stations, asking for the community affairs person. Often it will be someone with many other duties and they just might be eager to have a fresh voice. Granted you interview might be at 5 am on a Sunday, but you will be surprised how many people are listening. One advantage is you often do interviews like that by telephone, the listeners unaware that you might be sipping coffee and still be in your pajamas.

Earned media (sometimes called free media) is not the same as social media. We can’t ignore the internet reach through websites, blogs, twitter and the like. That is the topic for another tip. Earned media may be the publicity we attract with editorial influence, with the media comprising such outlets as newspaper, television, radio and Internet news outlets, and may include a variety of formats, such as news articles or shows, writing letters to the editor and guest editorials.

Is it hard? You bet. But if the sweaty, hard part of writing the book was worth the effort, so is the marketing. It isn’t easy, and it isn’t without a lot of hard work.

Daniel Goodall in his blog says, “Some people think that Earning Media is about getting free space when budgets are tight. In my experience, Earning Media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding. Consumers trust peer recommendations more than advertising. As long as brands don’t abuse this situation, then this leads to better quality, more authentic and more relevant marketing.”

You need to think of marketing your book as a collection of strategies. I use the image of a quiver, holding different arrows, each for a particular target. Earned media attention is just one of many.

By Chuck Waldron.

Chuck’s extensive experience working in the non-profit sector, where money for paid advertising was mostly non-existent, taught a valuable lesson. Experience gained learning the value of earned media during those times now helps him in marketing as an indie publisher. “Retirement seems to have the same non-profit budget limitations,” he admits with a laugh.

I am a proud indie publisher with two self-published novels. After completing my first novel, “Tears in the Dust,” I immediately began writing “Remington & the Mysterious Fedora.” Now “Served Cold” is in the capable hands of my editor and will be available early 2011. The years of writing short stories, attending writing workshops, and participating in local writing groups have all gone into the challenge of writing novels. Writing those stories and novels eventually gained momentum.

http://www.writebyme.ca

Author: Chuck Waldron
Article Source: EzineArticles.com
Made to order

Digital Publishing: What Authors Need to Know

EBook publishing is accelerating by leaps and bounds and is poised to eclipse printed books.

Digital Books are specialized computer files. A lot of people are well-versed with DOC files for the ubiquitous Microsoft Word software. Just like Word uses specialized file types, EReaders and eReader apps use specialized file formats. The most common file types are EPUB and PDF.

To understand this emerging publishing industry, it’s important to be knowledgeable of how eBooks work. This article will cover the major eReader file platforms and the major platforms that display these files, including gadgets and software applications.

EPUB files are open source files that can be used by any reader excluding Amazon’s eReaders. The Amazon digital readers (the Kindle) require a special file type called AWZ that is only readable on Kindles. Alternative file types are: TXT, MOBI, PERC, DOC, HTML, and BBeB.

EReaders are custom-made devices that reads eBook files. All eReaders possess the ability to download ebooks wirelessly. They appear to have the same size and shape and have extremely long battery life relative to other electronic hardware. The following are a number of the main options widely available.

Amazon’s Kindle – Amazon manufactures several different eReaders called Kindles. These handhelds include the color Kindle Fire and electronic ink versions: Kindle Touch, Kindle Keyboard, and the Kindle. Amazon is dedicated to proprietary eBooks.

Kobo – Kobo is supported by Indigo Books & Music, REDgroup Retail, Cheung Kong Holdings, and others. This company supports open source eBooks.

Nook – Barnes and Noble offers a number of different eReaders called Nooks. There are two well-liked versions: Nook Color and Nook.

Sony Digital Book – Sony offers two eReaders. Both utilize digital ink, come with public library access and are the most handy 6 inch eReaders in the market.

Pandigital – This digital photo frame company has moved into the eBook market. They created a color eReader that also functions as an Android multi-media tablet.

Lastly, most eReaders offer software applications that are available on the discussed platforms. There are a couple of standouts that do not need a physical eBook reader and exist only as an app.

iBook – An eReader app compatible with Apple products like the iPad, iPhone and iPod touch. When it comes to eBooks, Apple doesn’t have a specialized reader but it is a compelling presence in the eBook industry with an internet bookstore from which readers can download digital books.

Overdrive – The Overdrive Media Console allows eBook enthusiasts to enjoy books on all popular desktop and mobile devices, including Windows, Mac, iPod, iPad, Sony Reader, Nook, and Android. This groups is the leading multichannel marketer of eBooks and audiobooks.

AuthorHouse, an imprint of Author Solutions, is the leading provider of self-publishing and marketing services for authors around the globe. We have helped more than 40,000 writers publish over 60,000 titles and are committed to providing the highest level of customer service in book publishing.

Author: Jared D Silverstone
Article Source: EzineArticles.com
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Going Indie As an Author

Why I Joined the Indie Book rebellion.

I first noticed it with films. Indie was a new way of making films, and struggled to find acceptance in the beginning. Some were good, even great. Some were forgettable at best, awful at worst. But for the actors and talent producing independent films it was an experience that freed them from the controls of major studios. Then I started to enjoy indie music. Bands and recording artists saw the advantage and began their break away from the control of major labels, often pushing talent to their view of conformity. The result was some good musical talent, even great recording. But, there was some not so good as well.

Starting with films and spreading to recording, and the indie movement has given us outstanding results, great films and wonderful music The list of famous, critically acclaimed indie films and music is impressive indeed.

Both have benefited from rapidly developing technology and have gained market acceptance under the Indie banner.

Indie films and music took time to gain a foothold and find acceptance, and they had to overcome resistance by funders and audiences. But films and music is now judged on their individual merit, not the reputation and name of a film studio or record label.

Why is there still reluctance to accept indie authors?

The reputation of Vanity Press has hurt the move to indie publishing. For starters it is still held that supported self-publishing is the same as vanity press. Anybody with a computer can churn out a manuscript. The technically challenged might choose a typewriter or write in long hand and have a friend type it out. But once a writer has a manuscript it’s easy to find a printer willing to create a book, although it might be necessary to buy a print run in quantity to keep the cost manageable. Many writers followed that path, paid good money, only to end with a garage full of books and no access to retail or online channels.

To be fair, there a lot of personal stories, family memories and community histories that has used the vanity press method to enrich our lives. But we also suffer when compared to books that look shoddy and are poorly written, an unfortunate outcome that may occur when books are printed using the vanity method. Often the books are poorly designed, lack an editor’s touch, and the author has little reach beyond family, friends and acquaintances. I cringe at the thought that someone is lumping one of my books in with some of them.

That is one of the reasons libraries are reluctant to consider indie published work, and newspapers equally unenthusiastic about reviewing them.

Supported Self-Publishing

Supported self-publishing is different. This is the method that gives me, as author, a menu of services providing me with a toehold in the retail distribution chain. ISBN numbers mean my books are available for order through companies like Amazon.com and BarnesandNoble.com. In fact Amazon took things a step further and developed Createspace, a service for indie authors, providing a full menu of resources up to and including the print-on-demand part.

The technology of on-demand printing means a newly emerging author, like me, isn’t committed to purchasing an unrealistic supply of books. My warehouse is a virtual warehouse, actually a computer in Charleston, SC. When there is a demand for one of my books the computer goes to work for me, it’s handed over for delivery, and I have a new reader enjoying one of my novels.

That said, I also make sure I have copies in my closet and car trunk, just in case.

The benefits of self-published are clear as day to me. I maintain control over my books. I wrote them and it’s my sweat and vision in each of them. I had the good sense to realize I needed the steady hand and eye of a good editor. I quickly realized that putting my words between the front and back of amateurish covers was a mistake. But I learned, and took control and made sure I now have cover designs I can be proud of. Now, all of my novels have the book-look.

It took indie films time to gain acceptance. There were some clunkers, and poor attempts at film making. But outstanding films taught audiences a valuable lesson. Judge films on their individual merit.

Any garage band with access to a recording device can turn out DVDs and publish their work online. Unfortunately, that means some bad music is turned out. But the discerning listener has learned to judge a recording on individual merit.

Read my book and you be the judge

Why not judge my books on their individual merit? I say, let the reader’s have a vote. I have limited money to invest, but I am committed to books that look good, are enjoyable to read, and get the stamp of approval from my readers. If I can publish such a book, keep my price low, and still make some money (or not lose a lot of money), it’s a no-brainer for me. It was clear that the odds are stacked against my stories being accepted by a traditional publisher, regardless of how convinced I am that I have written a good story. They aren’t going to be quick to take a chance on an unknown.

My choice was clear.

So I chose to become an indie author, and it was the right decision. I have three novels, each different in story and style. There are readers who will like all three, and other readers who will prefer one over another. What I have ended up with is taking pride in my accomplishments as a writer. I had no idea the journey would end up here, with more yet to come.

Best of all is the growing list of reviews that count, the comments from readers who tell me they kept turning the page.

MARKETING IS NOT A DIRTY WORD

What about marketing as an indie author? It ain’t easy folks.

I watch well-known authors advertising their latest work, urgently staring at me from the television screen and asking me to buy. The reality of today’s publishing environment means that there is a dwindling pool of dollars for marketing, especially for an unknown. Why would publishers take a chance and spend money marketing me?

I have to look to my own marketing needs. I came from a career in non-profit management. It actually provided good training for marketing as an indie author. Non-profit organizations are always cash-strapped with little or no money for marketing. That meant facing the challenge of marketing on a shoe-string.

My marketing and reach is severely limited. I don’t have a huge budget. I have to make sure that every penny spent for marketing counts. That may sound restrictive, but it means I am challenged to be creative in ways of spreading the word about my novels. It’s hard work. I have to screw up my courage in talking to bookstore managers. It’s not that I’m not proud of my work; it’s my fear of the unknown in making cold calls. I suffer the dread of rejection, like a lot of people.

But years into the process I have a portfolio of marketing ideas that work, and a long list of things that didn’t work.

Finally, I am convinced it is time for the indie author to step into the spotlight? To take that step we have to make sure we create quality written product. Then let our work be judged on merit. No more, no less.

There are ‘rookie’ mistakes, and I made mine. One glaring example was trying to economize, make that go cheap, led me to use a template cover for my first two novels. They looked just like they were template, nothing to make a potential reader consider reaching for them.

We’ve all heard the saying that you can’t judge a book by the cover. A well-designed cover can give a potential buyer a glimpse of the story within. In fact, a good design can act like a magnet, causing someone to pick up a book and look at it. That is, after all, the first step in selling.

Send me an email to chuck@writebyme.ca and I will be glad to send you before and after covers. You will know what I mean just by looking at them.

Once past the cover design, you need a book that has been professionally edited. I just love getting emails and comments from readers pointing out the missed commas, misspelled words, and other glitches we miss.

A good cover, a good interior, and you have a marketable product, one you can be proud of. All you need then is a buyer standing at your table, waiting for the author’s signature.

Chuck Waldron

As an independent author and publisher, I have learned some valuable lessons through trial and error. If you are considering self-publishing I hope you find the encouragement you need to take control of your publishing destiny. Welcome to the Indie Book Rebellion.

Chuck Waldron
http://www.writebyme.ca

Author: Chuck Waldron
Article Source: EzineArticles.com
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Expanding Your Reach Through Digital Publishing

The recent unveiling of Apple’s iPad set the social networks ablaze with commentary. While many oohed and ahhed over the device’s shiny appearance and capability for making life and work run more smoothly, others wondered aloud (and on Twitter) if the gadget would only serve users as an expensive, tricked out Kindle-type monitor. To be certain, if Apple succeeded in anything with its initial push, they added fuel to already animated discussions on the future of publishing in the digital age. For the business using the Internet to strengthen brand visibility and customer reach, this represents progress worth watching, even if you don’t work in publishing.

Experts may debate whether or not print is dead, but it can be agreed upon that digital production of books and documents won’t fade anytime soon. Amazon.com reported a record high for Kindle eBook sales late in 2009, while document sharing sites Wattpad and Scribd boast thousands of available works – everything from novels to dissertations to poetry and plays – for download to laptops and smart phone reader applications.

Amateur writers are not the only ones making use of this exposure, either. Scribd, for one, distributes works by major corporations and publishers, including Ford and Simon and Schuster. Recently, self-publishing platform Smashwords, which allows authors to make content available for sale or free, signed agreements to allow the works of registered users to be distributed to Barnes and Noble’s website. Not to be outdone, Amazon cooperates with authors directly to sell their books via their Kindle store.

Bottom line: if you have written something worth sharing, and wide distribution can benefit your business, it should be seriously considered. All you need to do, once the writing and editing is completed, is plan accordingly. As you ponder this type of marketing strategy, ask yourself these questions:

1) What can I write about my company/products/services that people may want to read?

What is your main line of business? If you work in construction, perhaps you have extensive original material on home repairs and tips that can be collected in a digital booklet and distributed. If you deal in antique, you can lend your expertise to a pricing guide or series of articles on properly buying and selling items. For everything you do, you can provide instructions and insight.

When you do prepare work for distribution, take care to make certain your work is original, with attributions to other sources made where needed, and that your website and business information is provided. Cover art is not necessary, but if you feel it would help readership you can easily find royalty-free artwork online to use.

2) How do I format my book/lets?

Common formats of electronic documents include HTML and PDF, which may be created easily through the proper software or freeware. Other formats, readable on proprietary readers like Kindle or Sony’s reader, can be translated through free publishing services like Smashwords.

3) Where do I offer my book/lets?

For marketing purposes, it is beneficial to make any complimentary digital downloads easily attainable. Offer the files on your site’s server, and take advantage of free distribution channels like Wattpad, Scribd, Smashwords, and similar sites. Advertise links on your blog and social profiles for maximum exposure.

Similar to article marketing, creating digital downloads can work to lend authoritative value to your brand and increase awareness of your business. As people turn more toward sharing free content via social media and smart phones, so you have the opportunity to raise exposure of your work, products and services.

Kathryn Lively is a social media specialist assisting clients with social media writing and travel social media services.

Author: Kathryn Lively
Article Source: EzineArticles.com
Assisted living

A Strategy For Getting Your Self-Published Book Into Stores

I’ve spoken to self-publishers who are quick to say that they don’t need brick and mortar bookstores. This is usually expressed after they realize that, even though their books are listed in Books in Print or are in the Ingram catalog, not even one bookstore has ordered a copy.

If you are actively promoting your book off-line as well as on-line, you will find that it is possible to break into bookstores, even if you have to do it one store at a time.

The key is local events. Start in your local community when your book is launched. Send out press releases to local daily and weekly papers. Contact local radio and TV stations. Offer to do readings at local libraries, and then hit the bookstores.

Start with a chain bookstore. I love independent bookstores, but if you want to make a big push to get your books into stores nation-wide, you’re going to have to aim for the chains.

Go to the manager or buyer at your store, and explain that you’re doing a local media push. Let her know what speaking engagements and interviews you’ve already lined up, and the press you’re expecting to receive.

Explain that you want to point all those readers to one particular store to buy the book, and ask if she can help you out by ordering a quantity of books.

If she says no, move on to the next largest chain, or if there’s only one chain in your local area, the largest independent store.

Keep going until a bookstore says yes. Usually your largest independent bookstore will agree to stock the book, and host a reading.

But don’t be discouraged if all of them refuse you. It’s not likely, but it can happen.

In that instance, push the book through your own website. You want to be able to track sales through your promotions, so set up a page where people can enter their Amazon receipt number to get a bonus directly from you.

Do your media blitz in your city, and document the sales it generated.

Now you can begin a blitz in a neighboring city, following the exact same steps, but this time when you approach bookstores, you’ve got documented information about how many books are likely to sell. Use that information to try to get into a chain this time.

Once you do get your book accepted, even if it’s on a limited basis, into a chain. Do a big, big push. Use everyone you know, and every contact you have to sell as many copies of that book as possible.

Once your book has a sales history in a chain, it’s easier to get restocked, and to get your books into other stores in your state.

The more you sell, the more likely it is that someone at head office will see a ‘trend’ and give you a call, as the publisher of record, to find out what the appeal is, and get your books throughout the region, or even the country.

Most importantly, never give up on off-line promotion. Seek out radio interviews, send out press releases, and market your book for all it’s worth.

You’ll sell more books, and realize that dream of seeing your book, face out, at a brick and mortar store.

Wendy Woudstra has been writing about publishing and book marketing for more than a decade. Learn more about book promotion at her website, http://PublishingCentral.com

Author: Wendy Woudstra
Article Source: EzineArticles.com
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