Category Archives: Publishing

Press Kit Case Study, Part Two

Evan Braun Marketing Publishing 1 Comment

Yesterday, I talked about the print materials that I included with the press kit for the first book in my current series. If you want to make an indelible first impression, that’s only a starting point. I’m now going to take it one step further.

I mentioned that you shouldn’t provide a simple press release in a manila folder. That much should be obvious. But if not in a manila folder, what will you use to contain this grab-bag of awesomeness you have assembled? If it’s just paper, you could get some full-colour customized folders. This gets dicey if you’re going to include a physical copy of your book, which I strongly recommended yesterday. (I still strongly recommend it today!)

My needs set me toward finding a box.

1. The box. Not just any box old box. This will be the first thing your box recipient will see. There are places online where you can design and purchase all kinds of beautiful customs boxes, but unfortunately you may find that some of them break the bank. If I had unlimited resources, I would have gone with something like these. The possibilities are endless. My budget meant I had to rely on my wits. With the help of a close family member, I got my hands on thirty white medium-sized pizza boxes. We delicately refitted them so that they were the perfect size for the book, with room on each side for extra materials, opening and closing with a clasp.

This involved a fair bit of work, because the last thing I wanted was to present my press kit in a box that shouted “Cheapskate!” The end result was highly professional. (If you’re interested in exactly how we refitted pizza boxes to look classy, well, that’s a post for another day; let it simply be said, without explaining the mechanics, that it’s quite possible when done with a skilled hand.)

2. The box label. Don’t make the mistake of addressing your box to “Reviewer,” or something equally anonymous. This is not a form letter. Every news outlet is going to have a person (or a department of persons) responsible for deciding what goes on the air, or on the page. Find out who those people are and address the boxes to them personally. In some cases, it may be advantageous to address your kit directly to on-air talent, specific columnists, or people in the organization with whom you have a personal connection. This helps you to control the success of your press kit, so that it doesn’t languish on the front receptionist’s desk for a few days before being dumped in the trash. Make sure it gets in the right person’s hands. In my case, I printed a graphic on the front of the box which identified the recipient; the graphic I chose matched a graphic from the cover of my book, making sure that both the product itself and the box it came in looked like they belonged together.

3. Personal letter. Another personal touch I included was a short letter introducing the book and my marketing effort to the particular recipient. If I knew something about the box’s recipient, this was the place to take advantage of it. Each letter was slightly different from the next, due to its personalized nature. The contents of the letter was a little bit redundant with the press release, except much more intimately presented (no… not that kind of intimate). The letter was printed on a small narrow band of distressed paper, rolled up in a scroll, and tied with a short length of twine. Each was signed by hand. This was designed to be the first item of the kit which was handled by the recipient. It was the figurative opening handshake.

4. An invitation. I included an invitation to my launch, inside a hand-addressed envelope. These invitations were provided to me by the bookstore where my launch was held, saving me a bit of effort. The bookstore’s logo (a major retailer in my city) lent a further air of professionalism and credibility.

5. Goodies. We’re getting to the end now. I wanted to include a couple of extra trinkets, but I didn’t have much time or money. Ideally, your goodies should be a specific complement to your book. I didn’t have quite enough time to prepare something as cool and intricate as I would’ve liked, so I settled for customized pens and notepads. I designed and ordered these through a local printing company, and I got an excellent deal. The pen and notepad contained my book title, my series title, and my official website. I distributed these pens far and wide, and every once in a while I still see them out in the world when I go to the bank or visit a local restaurant. I also used these pens at my signing; for each book I signed, I used a unique pen, and then gave away the pen to the person buying the book.

Finally, a note about packaging: if you go this route, of preparing and filling a box, make sure it packs tightly. The last thing you want is for the contents of the box to be messy when it’s opened by its intended recipient. Pack it in such a way that it can be turned on its side and flipped around a few times without disturbing what’s inside.

I sent my finished kit to radio stations, newspapers, magazines, bloggers, libraries, and a few prominent local authors who I hoped might lend some support. The final result is that I received responses from just less than half of the people I sent it out to. Considering that I was a first-time author with virtually no platform or publishing history, I believe that was a really big success. I’m hoping that by repeating this effort, my response will improve with every release.

I hope my experience and advice has been helpful. All the best in preparing your own press kits, and if you have questions, leave them in the comments!

Press Kit Case Study, Part One

Evan Braun Giveaways Marketing Publishing 2 Comments

Marketing doesn’t come easily or naturally to me. It surprises me that there are any writers out there who enjoy hawking their books. I accept that it must be true; I just can’t in any way, shape, or form relate to such people. I just want to write. I want to finish a book, then immediately start the next with nary a further thought.

Sadly, this is not the way the world works—especially not for indie writers, who can’t depend on publishers to get the word out. The truth is that even traditionally published authors can’t depend on their publishers these days, unless they happen to be so utterly famous that they hardly need the big push.

A year and a half ago, I released the first novel in my ongoing series (Amazon, Kobo), and was faced with the conundrum of what kind of marketing efforts to undertake. I planned a book launch (which was extremely successful), made various appearances, did a signing or two, and in general did everything I could to connect with readers. But I was faced with the dilemma of having to market not just the book, but the launch. I had to get people’s attention, and the most obvious way of doing that is going through the media.

Fortunately, I have a communications degree in which I studied journalism, advertising, and public relations. (And yet I hate most of those things, go figure.) I knew I had to assemble a press kit that contained more than a standard press release stuffed in a manila folder. I had to turn it into an event.

Today, I’m going to begin by writing about the press kit’s printed materials. I included glossy prints of the following (all with full-color letterheads and photos, which were color-coordinated to match the book’s cover):

1. The press release. This is obvious, but crucially important. Like most written forms, there is a stylistic expectation that comes with a press release, so conduct some research on what a press release looks like. It’s the only way to ensure that you come off professionally. Most media outlets receive dozens of press releases a day, however, so a slavish submission to form can be counterintuitive. There are ways to thread the needle between meeting expectations and raising eyebrows. (If I could tell you how to accomplish this for your unique project, it wouldn’t be unique.) I also signed each release by hand—a personal touch to signal that this wasn’t a form letter. This was just one of many personal touches, which I will go into a bit later.

2. Book information. On a separate sheet, I included the back cover copy, along with the ISBN number, the page size, the page length, and the release date.

3. Author bio. This page included a high-res, professionally-taken headshot. It’s impossible to stress how important it is to get a professional to take the picture. My photographer even went to the trouble of digitally removing some skin blemishes and whitening my teeth. The author bio should be pretty self-explanatory, and again I strove to find a balance between professionalism and light-heartedness. I explained my career, my background, and my interests; combined, these served to provide some qualifications for the kind of book I’d set out to write.

4. Interview questions. The goal of a press kit is to get… you know, press. But your local radio personality, newspaper columnist, or blogger may not have the time to read your 400-page book on a week’s notice to get the word out about your launch. The people writing articles about you, or conducting in-person interviews, will likely not have read your book. That’s just how it is. They won’t want to sound ignorant, so either they will (a) not bother giving you coverage at all, or (b) need some help deciding what kind of coverage to provide. You can give them that help. Provide some interview questions, a starting point from which you can address the FAQs of your book. Also include your answers, of course! I included eight questions—and yes, some of them were used. This practice also provides some comfort to you, in advance of a media interview, to know some of the questions you will be asked. Finally, don’t forget to include (both here and in several places elsewhere in the press kit), clear contact information for scheduling interviews.

5. Character sketches. The above are all expected parts of the press kit, but I wanted to include a few extra touches. I included a page of character sketches in which I teased each of the book’s three main characters and their roles in the story.

6. Further extras. It doesn’t hurt to go still further above and beyond. In the case of my first book, I had started a blog just prior to the release of the book. The blog was written from the point of view of one of the main characters. I provided information about this blog, explained its purpose and content, then included the first two entries as written samples. I ended up getting a request from a major news outlet to reprint these samples on their website, which I was only too happy to oblige, as they provided excellent teases.

And, oh yeah, in case it wasn’t already obvious:

7. Give them a free, promotional copy of the book. Not every indie author has an in-print paperback version of their book to give away, but don’t be stingy if you have them. Probably the biggest advantage of having a physical book, for marketing purposes, is that it provides you with the perfect billboard of your book. The book itself is the poster. Don’t ask a media outlet to review your book or give you coverage without actually giving them a copy. Thus, the first thing someone will see when they open your press kit is the book itself, its glossy cover staring up at them in all its glory.

There’s a lot more to this press kit business, and so far I’ve only explained the initial printed materials. This only accounts for half the kit’s contents. Come back tomorrow to read about what other goodies I included.

Writing and the Marketing Mix

Guest Posts Marketing Publishing The Writing Life No Comments

A guest post by Jace Sanders.

There’s a bookstore not far from where I work, filled with older pieces of literature, many of them discontinued works of authors past. The words, messages, and stories they present were at some point in time considered brilliant, or at least relevant enough to publish. Its amazing to think of the countless hours spent plotting those words, writing, type setting each page, binding, shipping, and then promoting the books for sale. I love to get lost in the store, thumbing through the old pages, and gazing into a forgotten author’s mind.

With heroes like C.S. Lewis, Mark Twain, and Victor Hugo, I’m grateful that their words made it to print for my enjoyment and education. I imagine that there were many great writers, never published because they didn’t know the right people, or make the right connections, or maybe they merely failed to finish their book.

In most ways, getting our words into a sellable format is a much easier venture these days. But just because a work is published doesn’t mean it is read.

It’s no secret that the world of writing and publishing has changed drastically over the past several years. We’d be fools to think that it won’t continue to change throughout our lives.

We’re not only competing with other writers for a chance to entertain a mind. We’re also competing against television, movies, radio and video games just to name a few.

For many writers, including myself, the goal of becoming a published writer has changed into developing a readership. It is one thing to be published and another thing to be read, discussed, blogged about, shared, and analyzed.

Let us discuss the four Ps of marketing (or the three Ps and the one D) and how they apply to developing a fan base and to writing in this day and age.

Product – Your product is your work and you are the brand. It’s important to write well, tell a good story, develop great characters, and have excellent prose. All of these help enhance the product. Branding is equally important.

Pricing – Pricing used to be a mathematical formula based on the cost of printing and promoting the books. With Kindles, iPads and Kobo Ereaders the cost of printing is nil. In many ebook platforms pricing can be somewhat arbitrary. I have seen many writers find success in promoting their works and helping their brand by offering discounts to a book for a time. This is most effective when compounded with adequate promotion.

Traditional publishing has its costs and still plays into the economics of book pricing. I’ve noticed that the Big Five are slowly becoming versed in the flexibility and cost benefits that come with epublishing.

Promotion – You are the brand. Take care what you put your name on and how you treat others. Pay attention to Genre. You may want to develop multiple brands under pen names.

Social media has made it much easier to find out about people, the good and the bad. In branding, consider setting up a fan page on Facebook, a twitter account, a YouTube channel, a blog, and a personal website. All of these are tools that can help generate brand awareness that in turn will help you better promote your products.

I have seen many, very effective Book Bombs used to increase product and brand awareness. This usually involves a discounted price for a limited time, followed by massive promotion of said discount using Facebook, Twitter, blogs and websites. Share the news with your friends and get your friends to share the news with their friends. Usually this helps to generate positive reviews and a fan base. Of course it helps if you have more than one product for them to look at.

I have participated in four successful Kickstarter campaigns for writers publishing their books. Collette already wrote a great article with everything you need to know about Kickstarter, so I’ll refer you to that, but I believe that this and similar platforms will have a significant place in the future of writing.

Placement/Distribution – The publishing industry has changed, and will continue to do so. To be effective in marketing our products we need to stay on the forefront of writing platforms. Take an indesign or another epub class online. Become familiar with tools like Scrivener, Audible.com, Kobo Writing Life and many others that help us develop our product and prep it for alternative forms of distribution.

You can start to build your brand today, even before you have a product to promote. Join groups, network, write on blogs, and find a tribe and/or build your own. Before you know it, you’ll have a following.

I set up a fan page on Facebook. Check it out and like it at https://www.facebook.com/pages/Jace-Killan/359810990808236

Thanks for reading.

Guest Writer Bio: Jace
Jace lives in Arizona with his wife and five children. In addition to writing he enjoys music, photography, and anything outdoors. He holds a Masters in Business Administration from Utah State University and is the Chief Financial Officer of a biotech company.

Making Sure Your Ebook is REALLY Ready To Go

Editing Frank Morin Marketing Publishing 1 Comment

Pile of BooksThese days publishing a book isn’t the roadblock it used to be.  Many of us are e-publishing even while often still trying to land a traditional publishing deal.  It is so easy to get a book out there – almost too easy.

I’m seeing some pretty wildly differing stats on how many books were published in the past couple of years.  Bowker, the company that issues official ISBNs, lists the numbers of books published with those ISBNs, but many authors who only e-publish don’t bother getting an ISBN, so those numbers are woefully short.  I saw one statistic that claimed 3,000,000 books were published in 2011, and estimated 15,000,000 in 2012.

Even if those numbers aren’t 100% accurate, I think it’s safe to assume millions of books are flooding the e-book marketplace.  It’s so easy to e-publish that there are no quality controls out there.  The sad truth is that many of the millions of ebooks flooding the market are terrible.  I know several kids in high school and even middle school who proudly proclaim they’re published authors with multiple titles to their name.  They look at me funny when I tell them I’ve been writing for years and just released my first ebook and ask what took me so long!

The problem is – if your book is one of the awesome ones, it’s becoming increasingly difficult to get noticed and not lost in the flood.  That’s why promotion and marketing is becoming more important than ever.

When e-publishing the most important marketing tool you have is your book.  If you release a book before it’s really finished, before it’s well edited, without a striking cover, you’re tying an anchor around your own neck.

I’ve read more than one ebook that showed great promise.  It was ALMOST great.  But the author clearly rushed the process, lacked the discipline to do it right and polish it that last 5% that would have made it shine.  And as a result, all that hard work was wasted because the final book was merely decent.

In today’s market, we can’t afford to have a decent book, an okay book.  When e-publishing it’s vital to take the time to make sure our books are really ready to go.  Here are a few things to keep in mind to help get your book there.

Complete more than one pass.

A good author with a solid plan can write a pretty good book in a single pass, but that doesn’t mean it’s ready for immediate release.  It needs to be polished, fine-tuned, with each scene carefully reviewed to maximize its potential.  David Farland is famous for making up to 10 editing passes for his novels, each one focused on optimizing different aspects of the story.

Take the time to really finish your book.

Get it professionally edited.

Many e-authors hate this step and manage to convince themselves that they don’t need it.  Why bother actually investing in our work?  Better to just release it and watch the money roll in, right?

Wrong.  I can’t stress this one enough.  No matter how good you think you are as a writer, no matter how much blood, sweat and tears you’ve already invested in the work, you’re not done.  Readers can tell when a book is not professionally edited and they’ll feel cheated and never buy another of your books.

It was a humbling experience for me to see all the marks on a recent manuscript when the editor I hired returned it.  I don’t think there was a single page without some kind of mark.  I learned a lot, got insights into blind spots I never knew I had, and the resulting manuscript really shines in ways it never could have before.  Totally worth the money.

Like anything else, know your editor.  Some who claim to be editors aren’t worth your time.  You may have to contract with a few editors on different manuscripts to find one you really work well with.

One editor I highly recommend without reservation is our own Joshua Essoe.  Check out his website here.

Saving FaceGet a killer cover.

Again, good cover art is an investment, although it doesn’t have to be a ton of money.  There are great resources out there for covers at reasonable prices.  Michelle Wilber, the woman who painted the cover for my ebook Saving Face is a talented artist who is a personal friend.  Many artists are willing to help with covers for ridiculously small fees as a way to help them also break into the market and be noticed.  It’s a win-win situation.

Unfortunately many authors just download the first clipart they can find on free sites and slap on a title.  Worse, some just download any image they like, even if they don’t have rights to it.  Don’t fall into that trap.  A good cover needs careful thought to present the right tone and brand, including the right font.  This is huge.  A good cover draws readers in, while a bad cover kills the deal before the power of your writing has any chance.

Format the book carefully.

Don’t just assume you can take your Word file and convert it into an ebook without more work.  Bad formatting marks you an amateur and drives readers away, and Word is notorious for inserting tons of special characters invisible while in that program but glaringly obvious when converted to ebook format.

I learned a ton about that process while prepping Saving Face for release.  I found some excellent resources to help.  If you are willing to do some simple technical work on your novel, it is definitely possible to produce quality output.

If not, there are great resources out there that will prep your ebook for you for a reasonable fee.  I haven’t used them myself, so I can’t recommend one over another, but you can easily get recommendations from other authors.  With a little research you can find the one that best fits your needs and budget.

I used two resources primarily in my formatting project:

First was Cheri Lasota’s ebook Design and Upload Your EPUB.  The Steps To Your Success.  This excellent resource is available for only $0.99 and is well worth the cost.  She discusses her approach for formatting an ebook, and walks an author through the steps of prepping a book and uploading it to both Amazon and B&N.

I also followed an excellent series of blog posts by Guido Henkel where he discusses in great detail his process.  His is slightly more technical, and if you have some basic HTML ability, is excellent.

There are many other great resources out there, and it doesn’t really matter which one you choose, so long as you make sure you follow one of them and carefully prep your ebook.

Even after utilizing both of these sources and carefully reviewing the final product, I still found a couple of minor errors after releasing Saving Face.  Thankfully both Amazon and B&N allow for updating a corrected manuscript.  Just don’t use that as a crutch to not doing the work up-front because anyone who’s already purchased your book is stuck with the errors.

If you nail all four of these areas, most likely you’ll have a rock solid ebook ready for release.  Coupled with brilliant writing, you’ve covered all the bases to become a player in the game.

Now, just need to figure out how to reach the 10 million readers I know are dying to buy my book . . .