Whenever I help clients self-publish, one of the important considerations is how they’re going to reach readers. Too often clients tell me they have already bought marketing services from the company that will produce their book…only to discover that what they’re really bought is PR.
PR is public relations. It’s defined as the management of the spread of information. PR services usually include press releases, feature articles, and author interviews. It sounds like the right step: authors want readers to know about their books, and PR can alert them to the book’s availability, message, theme, and impact.
PR is a powerful tool. The number of individuals who discover an author and their books can reach hundreds of thousands for a single press release, article or interview. But the key is that PR only spreads information. It doesn’t generate a purchase.
Marketing is different than PR. Marketing is geared to generate the purchase of one or more of the author’s books. Marketing plans vary according to the book’s content, the author’s short- and long-term goals, even by the types of distribution channels lined up for the book. Generally, however, marketing aims to generate sales rather than publicity.
Very few of the companies that produce self-published books for authors offer actual marketing services. If you know of one, I’d love to hear about it! Meanwhile, know the difference before you buy. You’ll make wise decisions that can support your career for years, and many other books, to come.
Author Archives: Laine Cunningham
Association of Authors Agents (AAA) New Guidelines
Self-publishing is truly coming of age. The force and energy behind this movement is so intense that agents have for several years been offering adjunct services like marketing, assisted publishing, and the like to self-publishers.
Because of these new services, the AAA has laid out new guidelines for their members. The guidelines encourage members to provide their terms of business with regard to all services offered in writing. These should include any costs associated with the agent’s assistance and who will pay those costs.
If you haven’t heard about agent-assisted publishing, it can be a real boone. You’ll have access to the agent’s network, including connections at the media outlets that feature articles, interviews, and reviews of authors and their books. You’ll also tap into their marketing savvy as you reach out to readers.
How do you connect with an agent for this kind of relationship? You create the same pitch items you would if you were submitting to their firm for representation to traditional publishers: a query letter, book proposal (for nonfiction) and a synopsis, bio, and marketing overview (fiction).
Book Review: The Guard
This work by Peter Terrin is a fantastic book that looks into many areas of the human mind at the same time. Written in spare prose that reflects both the setting and the lack of information the guards have about the outside world, the novel is truly a literary and storytelling triumph.
I received a copy from the publisher so that I could write a review of the translation, and was rivited by the work. I haven’t heard about this author before but the concept was interesting. While I expected a dystopian style read, what I found was much more nuanced and stylistic than the usual novels in this genre.
The guard who takes the lead in the narrative is not the leader inside the two-person squad. That choice from the author opened up this story to telling a subtle yet powerful story about confinement, control, voluntary subjugation, and the dynamics of human relationships in personal and organizational terms. The same elements can be read on an extended level that touches on elements we’re experiencing in different developed cultures today.
All these elements unfold in tiny ways that are no less powerful for the gradual movements involved. Some readers have responded to this work with confusion, claiming that they either didn’t understand the work or that later events were not supported throughout. I disagree. This novel reveals itself to readers who pay attention. For those who want more from a dystopian story than the usual justice-is-served or all-are-doomed endings, The Guard is the one to read. The Guard will be available in English starting Jan 6, 2015 in the U.S. and Canada.
Traditional Publisher Interested in Self-Published Books
Paper Lantern Lit is a boutique literary development company bestselling author Lauren Oliver cofounded with former HarperCollins and Razorbill editor Lexa Hillyer. They look through self-published books to find those that deserve more attention then rerelease them under their name. Now they’ve added The Studio, a digital imprint, to produce ebooks.
If you’ve already self-published one or more of your books, check out Paper Lantern and The Studio. It might open new doors!
End-of-Year Book Marketing
As the fourth quarter of the year approaches, how will you handle your book marketing?
It’s important to consider a big push in the final quarter of the year.
First, you’ll be more visible during the gift-giving season. Print books have long been a staple for the gift market, and these days more people are giving ebooks as gifts.
Second, you’ll reduce your annual income tax by writing off any expenses associated with your marketing efforts.
Third, you’ll be in the best time of the year to increase your annual sales numbers.
Marketing plans from Writer’s Resource offer low-cost and zero-cost options for book sales…and have resulted in Amazon bestseller status. They can even give you access to the big bestseller lists from the New York Times and USA Today.
Book Review: The Ice Palace
A beautiful fable for adults. This work has it all: a central character you really care about, descriptions of the setting and places she visits that come alive with meaning, and questions over not only whether she will survive this terrible winter but what will happen to her friend in the end.
The images drawn by the author were fantastical yet always stayed embedded in what might really occur. The danger was real while being heightened by her youthful outlook both because children can fear things they don’t understand and because they ignore risks adults know are extreme.
At the end, the heart of the book blooms. This is the girl’s heart, her way of looking at the world, and the shift that occurs for her because of what has happened to her friend and her friend’s mother. Truly a lovely, almost achingly beautiful work. If I could give this six stars, I would.
New Crime Imprint
Crime novelists Lee Goldberg and Joel Goldman have launched Brash Books with a debut list of 30 titles by award-winning crime novelists. Brash’s books are available through an exclusive partnership with Amazon that offers special marketing opportunities.
They focus entirely on award-winning novels. If you have received an award for an unpublished manuscript, give this imprint a try.
2014 Book Sale Numbers; Children’s/YA Keeps Growing
These numbers just in from the Association of American Publishers:
In the first five months of 2014, total net book sales rose 3.9% over the previous year to $2.652 billion.
The children’s/YA categories continues to soar with sales up 30.5%, to $695.9 million.
Adult fiction and nonfiction fell 3.6%, to $1.726 billion.
Sales of religious presses slipped 0.1%, to $230.2 million.
Total trade e-book sales rose 7% to $669.7 million.
Trade paperbacks were up 6.3%, to $793.4 million.
Trade hardcover sales were down 0.2%, to $867.1 million.
Book Review: The Lace Reader
In many ways, this was a book well worth reading. I feared at first that it would turn out to be a “look at all the witches in Salem” story but discovered a nuanced, well-written book that delves into a woman’s past. The use of an unreliable narrator is always tricky for an author to pull off, and Barry does an exceptional job for the most part. She balances what readers learn through the protagonist with the viewpoints of other characters, all filtered through the protagonist but valid nonetheless.
In addition, the writing itself is of very good quality. That alone kept me reading long enough to give the plotline a chance, and to connect with the main character. I was happy that it kept me reading long enough to care about the woman.
There were moments when it slipped back into too-common cliches, and a few times I thought that if it continued in that vein, I would put it down. But I never abandoned the novel.
The ending was beautifully written, well crafted, and yet it was dissatisfying. Despite all the points that proved the protagonist was unreliable, her total lack of memory concerning her sister simply wasn’t credible. I was disappointed over this but not to the point that I will refuse to read other books by this author. I will seek out her other books to see if she handled them better.
Unique New Sci-Fi/Fantasy Publisher
Agent Steve Laube took over Marcher Lord Press and renamed it Enclave. Enclave Publishing will focus on science fiction and fantasy with a Christian worldview. This fall, they will release five books. “Fiction continues to be a place where creativity and variety have endless capacity, in all genres,” Laube notes.
Is New Adult Only YA + Sex?
New Adult became an official category in 2013 when it received its own Book Industry Standards and Communications Code. The genre is generally considered to be stories that feature primarily college-aged heroines learning to deal with life in their early twenties…with a special emphasis on romance and sex.
While I agree that this category targets primarily female readers between 18 and 25, the YA + Sex idea is too restrictive. Putting aside the idea that sex is usually tied to some emotional response (whether the characters admit it or not), NA is much more than YA + Sex.
Just as YA broke boundaries by working with content that reflected the real coming-of-age struggles of teenagers approaching adulthood, NA can have the same impact. Publishers like Atria went from producing zero NA titles in 2012 to its current goal of releasing 15-20 each year. As the category finds its readers and more publishers move into the arena, NA stories will expand to encompass much more than teen angst plus sex.
Anytime there is a new movement like this in publishing, it’s important to be part of the first wave. Yes, your entry into publishing will be more difficult because publishers (and booksellers) right now are not sure where the category might go. So show them! Send out your unique NA manuscript. Be the first, and reap the rewards by launching your career by leading the way.
Book Review: Carry the One
Very well done in terms of writing style and choices, and the concept was interesting. This book follows several people who all feel that they participated in the accidental death of a child. The single night of her death haunts them for twenty years; each handles that event in different ways.
It was very difficult over the first 100 pages and even at points later to remember who was who, though. I struggled to keep track of the individuals, their histories, and the tracks of their lives. That was particularly annoying as I got further into the book. But in the end, I was glad to have read this.
Amazon’s KDP Kids
If you’ve ever considered self-publishing a children’s picture book or a chapter book (which also has a number of illustrations), you know the cost can be out of most people’s reach. Amazon has developed a program that helps you create and market a children’s book without having to spend a huge amount of money.
KDP Kids is the new children’s-focused illustrated and chapter book category in the Kindle Store. Amazon is also offering the Kindle Kids’ Book Creator for the creation and production of kids’ digital titles in a Kindle format. Authors can prepare their prose or illustrated books, upload them to KDP Kids and use a variety of filters for age, grade and reading levels to place the title and attract the specific customer leveled for their titles.
KDP Kids authors will also have access to marketing tools such as Countdown Deals and Free Book promotions. They are also eligible to enroll in Kindle Unlimited, Amazon’s e-book subscription service, and the Kindle Lending Library.
New Historical Book Imprint
Flatiron Books is Macmillion’s new historical book imprint. Their first list of seven titles will be released this winter. Once Flatiron Books is up to full speed, it’ll publish five to six books every month. The seek distinctive ideas from unique voices.
Have a nonfiction project that’s perfect for them? Submit your sample chapters and book proposal right away! Let me know if I can help you. I’m always available.
Book Review: The Orchardist
What an astonishing book. I considered and passed by this novel several times before giving it a chance, and I’m glad I did.
This is a quiet tale…not in terms of plot but in how the author presents the different lives. There is a lot of upheaval for the individuals, and each has to work out their relationships with each other in their self-made family and with others. But the voice and how each of the events and relationships are presented is paced in a way that makes you feel the lives they are leading.
Really an exceptional experience.
