August Round-Up: 5 Must Reads for Authors

august-must-readsAs hard as it is to believe, it’s Labor Day weekend already. August has come and gone. With that in mind, here’s a summary of the best links we found in the month of August. These are must reads for authors who want to take book marketing to the next level.

1. Creating a Social Media Hashtag Campaign to Promote Your Book
Smart Author Sites
August 6, 2015

2. Extending Your Social Media Reach: Working the Facebook Author Tag Feature
Huffington Post
August 8, 2015

3. Stop Grading an Author’s Social Media Presence
Digital Book World
August 12, 2015

4. “Keep a Small but Dedicated Street Team” — Interviewing Eliot Peper
Reedsy
August 21, 2015

5. One Author Social Media Campaign Gets Creative
Smart Author Sites
August 27, 2015

Happy September, everyone!

One Author Social Media Campaign Gets Creative

legacy-of-kings-twitter-campaignSocial media is an important key to an author’s success. That’s especially true for fiction authors, since most readers don’t find their next read by searching on Google; they find it after they’re exposed to it through their social circles. Hence, the need for an author social media campaign.

But one of the challenges many authors have is figuring out how to tie the theme of their book in to Facebook or Twitter. For example, what should the writer of a mystery/romance book tweet about to gain traction?

Well, here’s a creative idea, just launched by Harlequin Teen. It’s a Twitter campaign for Legacy of Kings, the first book in Eleanor Herman’s new YA series.

Here’s a blurb from Publishers Weekly about it.

Bryn Collier, digital marketing manager at the publisher, said she created the technology with a freelance developer over the course of a few weeks. The “bot,” as Collier referred to the oracle, will respond to the hashtag #asklegacyofkings with one of 100 statements. The idea, she said, is that readers can tweet a question to @HarlequinTeen with the hashtag—sent examples include “Will I achieve my goal of going to college abroad?” and “Will the guy I love ever love me back?”—to receive a “prediction” written by Herman.

The promotion, which launched on Monday, ties into the theme of the historical fantasy series, called Blood of Gods and Royals. One of the main characters in the books, Kat, is on a mission to kill the queen in order to avenge her mother, who was an oracle.

Herman, an adult author who is breaking into the YA space with the series, is also a historian. Collier said that the author relied on her knowledge of Greek history to create a digital oracle that “channels the [Greek] gods and goddesses” as well as “other prolific thinkers.” The responses therefore include tidbits like this one, credited to Athena: ‘It does not matter how slowly you go as long as you do not stop.’ There is also this nugget, from Poseiden: ‘Journeys that start out rough often end in smooth sailing.’

In other words, this YA novel ties into Greek history. The twitter campaign takes advantage of a readers’ interest in sci-fi, Greek history, gods and goddesses, etc… to let them have their questions answered with wise words of wisdom. Brilliant!

So how can you do something similar? While you may not have the budget of a publisher to build a database like this, you can use this type of idea as a jumping off point. For example, if you’re a fiction writer, maybe the main character of your book series can answer questions about her life on twitter via a hashtag. Or if you’re a nonfiction writer, maybe you, the author, can respond to reader questions that tap into your expertise through a twitter chat?

This type of example is one all authors can follow — both those who are self-publishing and otherwise — to figure out what resonates with their readership and build a successful social networking campaign around it.

Happy Tweeting!

Creating a Book Secrets Page on Your Author Website

book-secretsAlmost every author website has the basics — a book description, excerpt, blog, contact page, about the author, news, etc…

But when I’m talking to an author about what we can do with their website, I like to try and think outside the box as well. One of my common recommendations for fiction authors? A “book secrets” page.

So what exactly is a book secret? It’s something that you — the author — knows, but someone who has read the book probably doesn’t know. Examples of the types of information that would be conveyed on a book secrets page includes:

  • The inspiration for the book
  • If any of the characters in the book are based on real people
  • How your characters got their names
  • Hidden secrets/clues in the book
  • Where in the story you might have hit writer’s block
  • Places in the book where you shifted course (i.e. you were originally going to have this person commit the crime, but then changed your mind)
  • Segments of the book that might have been cut during editing

These are just a few of the ideas … you can probably come up with more on your own. And wouldn’t these be interesting things to know about your favorite novel? Your readers would feel the same way!

Just this morning, I stumbled across an article about a perfect example of a book secret (albeit, a sad one). Do you know that children’s book, “Love You Forever”? It’s the one that includes this infamous song/poem:

“I’ll love you forever,
I’ll like you for always,
as long as I’m living
my baby you’ll be.”

Just recently, the author of the book, Robert Munsch, used his website to share the story about where the idea for that song came from. Warning, it’s a tearjerker!

And while you probably don’t have nearly as emotional a story behind your book, if you think hard enough, you’ll probably find some really interesting things that you can share with your readers via a book secrets page. Consider this page some bonus material for your loyal readers.

Author Wisdom: What I Wished I’d Known Sooner

author-tic-tac-toeI stumbled across this really interesting converstaion on LinkedIn. The question was posed to authors: “What’s the one biggest surprise or thing you wish someone would have told you about the authoring or publishing process?”

Here are highlights from some of the responses:

—–

You’re not just an author, you’re a marketing expert and a full-time promoter of your work. Writing the book is the easy part; selling it is a full time job and that job is now yours. If you know that going into it, and you educate yourself well, it’s great fun. If you don’t realize it ahead of time you’re in for a shock.
Susan Veness

This is such a great question and my mind is reeling with things I’d like to share, having been a professional cover designer for over 25 years ….new authors don’t realize that spine width drives that attention-grabbing factor, and that they can manipulate the book’s interior to arrive at a page count that increases perceived value. The ideal page count for a healthy minimal spine width of about a half-inch is 200+.
Kathi Dunn

If you’re going to be commission the photographer or illustrator yourself, make sure you have a robust, clear agreement ideally assigning copyright, or at the very least an exclusive right to publish in all formats without a time limit. You also need clear written (non-exclusive) permission to use any pre-existing material, text or illustrations, that falls outside fair usage allowances, again in all formats and without time limits. Permissions aren’t sexy but if you don’t get them right they can really bite you in the backside. Good luck with it all, look forward to seeing the result!
Alison Jones

That publishing one or two books is quite an accomplishment and you should be proud, but don’t quit your day job: there usually isn’t much money in books anymore.
Shawn Tassone, MD, PhD(c)

That 99% of the work would be the marketing of the book…. i thought it was all about writers block and empty screens.
Jeff Smith

As someone who helps authors build online presences for themselves, I find that the thing that surprises authors the most is the fact that they really need to build a brand — whether that brand is their name, their book title, their series, or their business name (of which their book is one piece). That brand has to be able to be summed up in one sentence and have a logo/color scheme. It’s difficult to take something as complicated as a writer or book and make it easily digestible, but that’s exactly what authors need to keep in mind all along the way.
— Me

———–

What surprised you? What do you wish you’d known sooner? Share your own author wisdom below!

“Should I Sell the Book Myself?”

should-i-sell-the-book-myselfEvery author plans to have a “Buy now” button on their site, which allows visitors to purchase their book with one easy click. But the more complicated question is where that link goes. In other words, should authors simply link out to Amazon/B&N to sell their book? Or, as many authors ask me, “Should I sell the book myself?”

There are a lot of things that go into such a decision, but here’s what you need to know about the benefits and drawbacks of delving into online sales.

Benefits of Selling Yourself

  • There’s more money to be made. Obviously, when Amazon sells your book, they keep a large percentage of the profit. When you sell your book, that money all stays with you. So, for example, instead of earning $3 a book, you can make $10. That’s a significant difference.
  • You can offer bonuses, like a signed copy. When you are selling the book yourself, you can sweeten the pot for people interested in buying it. For example, you could offer to sign each copy before you send it, or throw in a fun extra, like a tote bag or bookmark to thank people for buying from you. This can help solidify your relationship with readers, and may increase the likelihood that they’d buy your next book.
  • You can collect information about who is buying your book. As C.J. Lyons, a self-published author of 27 novels who runs the NoRulesJustWrite.com, recently told Publisher’s Weekly: “The greatest success stories I’ve seen in POS have been nonfiction authors, particularly those who have other offerings and can use the ebook sale to upsell a course or webinar … The greatest value comes not from the financial gain from selling the e-book but from the lead capture.”
  • You can take it on the road. Going to an event to promote your book? Doing a book signing? This Publishers Weekly article points out that indie authors can use these accounts on point-of-sale systems at events as well. Authors can use Square, Stripe, PayAnywhere, or PayPal Here and simply swipe a book buyer’s credit card at a reading or conference on their tablet or smartphone.

Warnings About Selling Yourself

  • You need to set up a system to collect payment. Collecting credit card information is no easy thing. To do so, you need an account with a merchant. The easiest one to work with is PayPal, but just about all of them require setting up an account, synching it with your bank account, and/or paying a monthly fee to keep it active.
  • It’s a fair amount of time/trouble to sell and distribute yourself. Yup, you very well may find yourself in a whole new business if you go down this road. You’ll be keeping track of orders, packing/shipping books, and making lots of trips down to the post office (if you’re lucky enough to sell lots of copies). Joel Friedlander, a book design and self-publishing expert who runs TheBookDesigner.com, tells Publishers Weekly that his recommendation is for authors to avoid selling books directly on their websites. “The time and energy it takes to work out these e-commerce platforms, install the necessary code, landing pages, buttons, etc. are not that productive for this group.”
  • Taxes, taxes, taxes. Are you selling a book to someone in California? Are you collecting California sales tax on that purchase? And are you keeping track of your profits/losses to pay your own income tax on what you’re selling? I highly recommend that before you commit to selling yourself, you consult with a local tax expert to make sure that you’re following all the rules.

So there you go! Now it’s up to you to decide if you’re going to sell your book yourself … or leave the work (and the profits) to the pros.

And if you’ve ever sold yourself through your site (or through an on-the-go payment collection system), please let us know what you’ve learned!

5 Free or Almost-Free Ways to Market Your Book

free-ways-to-market-your-bookWe build websites for authors. And no, we don’t build them for free. But that doesn’t mean that we can’t provide authors with lots of ideas about other ways they can market their books at little to no cost.

Based on what I’ve heard from authors in the decade I’ve been doing this, here are five ideas for free or almost-free ways ways to market your book.

1. Facebook and Twitter. If you haven’t done so already, create your own professional profile on Facebook. Make sure it’s completely separate from your personal Facebook profile.  Same thing with Twitter. Then use those platforms to post teasers about your book, share news about its release, and send traffic to your blog, YouTube page, etc… (more on that below).

2. A virtual book launch party. Celebrate the launch of your book by hosting a virtual book launch party. Here’s a great read on how to plan such a party, who to invite, and how to make it a can’t miss event. Again, the cost is minimal, and the potential benefit is plenty.

3. A blog. I’ve written many, many posts before about the importance of an author blog. In short, a blog is one of the best ways to attract an audience and expose potential readers to your book. Hook people with your blog, then present your book to them. And those “people” can be readers … or they can be agents or publishers. As another writer recently shared on LinkedIn: “E L James who wrote 50 shades of Grey had a blog for two years and each month had a new chapter she ended up with over 200,000 followers before the book was published.”

4. Video, video, video. Video is only becoming more and more popular. Check out this post on why video is practically becoming a must for today’s author. And while video can be very expensive (if you hire a top-notch production company), it can also be free. Equally free is the YouTube channel that you can use to share your video and get the word out about your book. Think about this: YouTube is now the second most-used search engine after Google. Without video, you are excluding yourself from the second largest search engine.

5. Guest blogging. Almost every blogger would love to have someone in their genre offer to write a guest post for them. I know I would. It’s free work that someone else is willing to do for you. Plus, a guest blogger is often willing to share that post with their audience, thus driving more traffic to your site. So consider bringing guest bloggers on to your blog. And, even more importantly, offer to guest blog for other bloggers in your genre. It can just be a short post about your subject matter, with a reference to your book. You can even offer a copy as a prize drawing. Again, it’s a great (and free) way to introduce your book to a new (and engaged) audience.

Do you have other ideas about free ways to market your book? Share them below!

5 Ways to Go From an Author to an Authorpreneur

authorpreneurHave you heard the term authorpreneur? If not, it’s time that you did. Because in today’s world of publishing, just being an author isn’t enough.

In the old days, writers were just that: writers. They would write their books, and publishers would pay them a hefty advance. Then the publishers would be the businesspeople — printing the book, marketing the book, and selling the book — and the authors could work on their next manuscripts.

That is no longer the case. Today’s world of publishing is a lot fuzzier. Whether you are self-publishing or going through a publishing house, the only person running your business is you. So you’re no longer just a writer. You’re a writer and a business owner. Hence the term authorpreneur.

Here’s the official definition of the term “authorpreneur” from Urban Dictionary:

An author who creates a written product, participates in creating their own brand, and actively promotes that brand through a variety of outlets.

Here are seven steps you can take to turn yourself from a writer into a successful author in today’s complicated world of publishing. And unfortunately, yes: this does mean that you will need to invest a few of your own dollars.

1. Get an accountant. Remember: this is a business. You need to treat it as such. A professional accountant will help you determine which expenses are deductable (before you start spending the money), as well as how to keep all of your receipts and records in order. Many accounting firms offer a free consultation, so start with that. Feel free to also ask friends and relatives if there’s someone they recommend.

2.  Hire an editor, cover designer, printing company and/or distribution company. This is especially important if you are self-publishing. Here are some questions to ask yourself?

  • Who is going to edit your book? How about copyediting?
  • Do you have a cover designer in place?
  • How many books are you going to print? If someone buys 1000 copies, will those be pre-printed? Will it be print on demand? Who will ship them?
  • What about turning your book into an ebook? Do you have a plan in place for that?

Make sure you have all of these things lined up before your book is officially released. And don’t think that you can do all these things yourself. A writer is generally not an editor or a designer. These are very specific skills, and not areas you should skimp on. Hire the right people to make sure this process goes smoothly.

3. Create your online presence. An online presence is practically a requirement for today’s authors. Here are the steps required to get this done right.

  • Start with your author website. Make sure it looks clean, professional, and suits your brand. Also make sure that it has a clear goal — be it selling books, getting people to sign up for your mailing list, or increasing your exposure.
  • Create social networking presences on some combination of the following: Facebook, Twitter, LinkedIn, Pinterest, GoodReads and Amazon. Make sure that all of them are kept up to date and include links to/promotions of your book and your website.
  • Enter the world of video! Create at least one unique video and upload it to YouTube. Read this previous post about why video is so important in today’s world.
  • Build an email list. Make sure you collect the email addresses of people visiting your site. This will come in handy down the line when you have new books or events to promote.

4. Print marketing materials. So you plan to do a lot of talking about your book. That’s great. But what are you going to give out to the people you’re talking to? It’s extremely important that you have printed materials on hand at all times so that you can physically hand people something they can take with them. Examples of good printed marketing materials for authors include:

  • Business cards (this is a must)
  • Bookmarks
  • Flyers
  • A discount promo code for purchasing online materials

5. Attend events and conferences. As much as today’s world of publishing is digital — and a large percentage of it is — nothing will ever replace the value of face time. Start in your local area, and drop by libraries, bookstores, schools, etc… Talk with them about arranging for book readings, signings or seminars. Then look on a national level, and find conferences for authors/publishers/agents in your genre. If you’re a nonfiction writer, you can also look to attend conferences on your specific subject matter. For example, if you’ve written a parenting book, you would do well to attend one of the many mom blogger conferences that take place nationwide. Just showing up, introducing yourself and handing out business cards can go a long way.

Being a small business owner isn’t easy. But start with these five steps and you’ll be on your way to authorpreneurship.

What Is a Book Landing Page and Do You Need One?

book-landing-pageYou may or may not have heard the term “landing page” in the context of an author website. But you very well may not know exactly what a landing page is. It’s time to learn!

What Is a Landing Page?
The term “landing page” refers to where someone will enter, or “land,” on your website. And despite a common misconception, that’s not the same thing as a homepage.

While a homepage is essentially a table of contents for the entire website, a landing page is a much more focused beast. In other words, it takes one section of your website and becomes the place that people land when they want to learn more about it. And you want them to do one very clear thing while they’re there. The industry term for that is a “call to action.”

The definition of a landing page on Wikipedia is as follows:

The purpose of the … landing page is to persuade a visitor to take action by completing a transaction. This is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the visitor’s email address to a mailing list as a future prospect. A transactional email campaign can be established in the future. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.

We even have a landing page on our own site. Check out this page and you will see that we have one very clear call to action here: give us your contact info! Make sense?

What Is a Book Landing Page?
So how does this concept of a landing page translate to a book?

Think about it this way: On your author website, you may offer a blog, links to connect with you via social networking, an email sign-up, a link to buy the book, downloadable PDFs and more. On a landing page, you reduce the confusion for visitors and give them one very clear direction. In this instance, it would be a large “Buy the Book” button — and no other options.

Statistics show that the fewer options you offer, the greater the chances that people will follow the one option that does exist. In this case, book sales.

What Would Be on a Book Landing Page?
If the primary purpose of your book landing page is to sell copies (which we are assuming it is), then everything on the page should be with the goal of convincing someone to buy the book. Examples of what to include are:

  • A large photo of the book cover, along with the title and publishing details
  • An eye-catching list of reasons why someone would benefit from the book (i.e. Double your salary in one year after reading this book!)
  • Testimonials/review quotes about the book
  • A large “Buy the Book” link, with options to purchase through Amazon, B&N, etc…

Who Should You Send to a Book Landing Page? Who Should You Not?
Since we’re assuming that the main purpose of your landing page is to sell books, then anyone who you would like to buy a copy of the book can — and should — be sent to your landing page. So if, for example, you’re talking about your book at a book club meeting or at the public library, you can hand out business cards sending people to the landing page of your book.

But there are plenty of people whom you might want to visit your website and NOT buy a copy of the book. For example, if you’re talking to an agent about the next book that you’re working on, or if you are encouraging someone who has already read your book to sign up for your email newsletter, you do not want to send them to a landing page. Instead, you want them to peruse the rest of the site and take a different action.

This is why a book landing page is simply one page of an entire website. It will be perfect for some visitors, but it’s not where you’d want to send others.

So Do You Need a Book Landing Page?
That depends. Here are some questions to ask yourself when making that decision:

  • What percentage of your audience fits into the category of people who you would want to simply purchase your book?
  • Would you rather visitors to do more than one thing when they arrive (say, buy the book AND sign up for your email newsletter)
  • What is the biggest strength of your site? Is it the book? Your blog? Would someone “miss out” if all they did was buy the book?
  • Is your main website an author website? If so — and is named after you (JaneSmith.com, for example) — then you may want to consider having a book landing page with the book title as a URL for clear differentiation.

Not every author needs a book landing page. But it’s definitely a tool that any author should have in his or her back pocket to boost book sales.

Happy Landing!

Print or eBook: Which Is Right for You?

ebooksI spent much of this morning reading about trends in the sales of print vs. digital books. So what did I learn?

Well, the good news is that the traditional book definitely isn’t dead. Indie booksellers and traditionalist rejoice!

But here’s another thing that’s important to know: whether your book will sell well in print or ebook form may very well depend on your genre. Consider this…

  1.  Your nonfiction book will sell better in print. I would philosophize that this is because nonfiction books — self-help books, cookbooks, etc…. — are ones that people want to keep on their bookshelves with pride, and refer back to years later. You just can’t do that with an ebook.
  2. If your book is Sci-fi, paranormal romance, or Christian fiction, it’s likely to sell much better in electronic format. Statistics show that these are the three genres in which ebooks are far outpacing print.
  3. If you’re writing a children’s bookgo with both! Many people love the digital versions of children’s books and all its interactivity. Other people think of it as more “screen time” for kids and less “true reading.” As one person recently said in a letter to the editor printed in the NY Times, “If the tablet has Clifford the dog barking, then your child doesn’t have to imagine the sound of Clifford the dog barking. Electronic devices obviate the need for children to use their imagination because it does it for them.”
  4. Your erotica book is best suited for digital. Think about it. In an airport, on a beach or in any other public place … people can read erotica in ebook format without anyone having any idea what they’re reading. Holding a physical book? Not so much.
  5. Similarly, literary works do best in print … in which nosy people can actually see the covers. As an article in Britain’s The Guardian points out: “There is a literary snobbishness at play here, clearly. Reading has always been a competitive sport. Why else would anyone have read Ulysses?”

And finally, here’s a stat to really throw you for a loop. A recent study found that today’s electronic generation — kids between the ages of 16 and 24 — actually prefer print books to ebooks.

The top-rated reasons for preferring physical to digital products were: “I like to hold the product” (51%), “I am not restricted to a particular device” (20%), “I can easily share it” (10%), “I like the packaging” (9%), and “I can sell it when used” (6%).

So, if in doubt, do both. But if you have to choose, use these interesting stats above to determine which route is the right one for you to take. Happy Publishing!

5 Things Authors Need to Know About Amazon Kindle Scout

kindlescoutHave you heard about Amazon’s new crowdsourcing publishing program? It’s called Amazon Kindle Scout, and it’s basically American Idol meets book publishing. Here are five things you need to know about this program that might just turn the publishing world upside down.

1. Almost anyone can post their manuscript to Amazon Kindle Scout. It’s kind of like an open audition. If you have written a book in English and want to get it published, you can post it through Amazon Kindle Scout and let the voters decide. The first genres open for submission are Romance, Mystery & Thriller and Science Fiction & Fantasy, but that is expected to expand going forward. Any adult with a valid U.S. bank account and a U.S. social security number or tax identification number is eligible.

2. There is no due date. Authors can post books at any time thoughout the year. Thirty days after a book is posted, the Kindle Scout team will review reader votes to determine whether the book will be published by Kindle Press. An author will be notified within 45 days of submission whether or not their book was selected. There will be a lot of voting going on during those 30 days, so it’s in your best interest to make sure your friends, family and colleagues are aware of the timeframe during which they can show their support for your book.

3. You can check out other entries before submitting your own. In fact, it’s highly recommended that you take a look at what other authors have done (book descriptions, thank-you notes, etc…) through Amazon Kindle Scout before submitting your own materials. See what’s working and what’s not, and learn from it!

4. This is in no way self-publishing. According to Publishers Weekly, selected authors will receive a $1,500 advance, a five-year renewable publishing contract and a 50% e-book royalty rate upon selection. In other words, if your book gets chosen for publication, you don’t pay a penny to get your book published. That’s every author’s dream right about now.

5. You must agree to the Kindle Press Submission & Publishing Agreement to participate. Under the agreement, you grant Amazon a 45-day exclusivity period to consider your work for publication. If they select your book, Amazon then has the exclusive, worldwide rights to publish your book in digital and audio formats in all languages for a 5-year renewable term. If they don’t select your book, you get all your rights back after 45 days.

Learn more about Amazon Kindle Scout and whether or not it’s the right option for you.