Can You Still Drive To Book Sales City?

As I prepare for the summer vacation-driving season I started looking intensely at projected gas prices, my car's MPG (miles per gallon) and the distance I'd have to cover to get to my desired fun-time vacation destination. While the numbers didn't look too painful for the the time spent on the open road, my MPG estimates could not include the unforeseen. For example, I couldn't calculate properly for 1) road construction, 2) traffic jams, 3) detours and 4) breakdowns and repairs. My budget could get me there in years past, but sooner or later my favorite vacation spot would move out of driving range. Then I started comparing this scenario with one that many authors face in promoting their books.

Let me explain.

About 750,000 books last year were self published and 250,000 books were traditionally published (that's 1 million books, at least). When I read this, my initial reaction felt the same as it it might had I run into a 25-mile-long traffic jam on I-75S heading from Atlanta to Orlando at 1 mile per hour … bumper to bumper. There goes my MPG and my budget for my annual trip. Good bye fun-time vacation destination. In the case of authors spending marketing dollars to generate book sales, say good bye to Book Sales City!

Imagine an authors' book promotional budget akin to a tank of gas. Before the Internet (circa 1995) if you wanted to drive to Book Sales City the roads and freeways (a.k.a.., traditional book promotion paths) could handle the traffic (a.k.a.., authors / publishers) and allow you to travel the distance at the necessary speed (a.k.a., publicity / exposure) so your gas tank and car's MPG could get you reliably to Book Sales City. Then the Internet really hit in force. Access to the superhighway appeared to be the perfect way to travel to Book Sales City. No speed limits, broad exposure, and banner ads for your books everywhere and coming out your ears. Best of all, "you've got mail" from your readers!

That was then; this is now. Fast forward to today. It's 2010 and the world has changed. On one hand, the combination of digital media devices (i.e., Kindle, Nook, iPad and others), Amazon, WalMart and discount bookstores, and access to self-publishing has brought unprecedented choice to the reader. On the other hand, the sheer volume of content has created an unprecedented traffic jam for the author's road trip to Book Sales City. While bestselling authors may get to the promised land using the HOV lanes (mostly provided by the big six publishing houses) do the rest have enough budget to fill the promotional gas tank? Most likely NOT.

There are too many stories out there of authors (and small press publishers) that have spent $10k, $50k even $100k+ to mass market their book(s) with little return. While factors like poor writing and poor reader appeal for the story may play a role in some books, I have to believe that the real factors affecting poor book sales numbers are attributed to the realities of the immense competitive volume of titles on the flooding the market, the increasing access to "free books" and piracy.

Can today's author still get to Book Sales City? I'm happy to say yes, but you'll have to stick out your thumb and hitch a ride on smart yet simple strategies based around the concepts of social media and the power of relationships.

What comes next here is not news to you, but you need to hear it once again. Use social media sites like Facebook, Twitter, MySpace (yes, I said MySpace, because it still remains an excellent outreach mechanism), Goodreads, Ning, Spruz and others to make a friends along the way to help you get to your destination. Let your friends help you down the road apiece. Jump into the back of their truck... er' I mean their social media pages... and let them talk about you. Or share on their pages about what you are doing that is of interest to readers and visitors. That is not to say throw your book at them as they pass. When you overtly talk about your book and ASK for sales, it's much like throwing your book at drivers speeding by. They probably won't look, and if you hit their windshield, they'll be upset. If you strike up friendly conversations, however, if you actually take the time to build relationships with these kind strangers, you'll see that not only are they willing to open their car doors (social media pages) to you, but they can take you a long way down the road to your destination.

Sure the trip time to Book Sales City may be longer but you'll find it more enjoyable and you won't run out of gas.

Questions? Call us.

Book Candy Sandy and The Book Candy Man
949-613-2099
www.bookcandystudios.com

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Stop Spending Your Promo Dollars on Throw-Away Marketing!

This will be brief, as I've written about this topic before. I just want you to understand very clearly that if you are spending time, effort, and money on traditional book promotion (i.e., signings, mailers, print ads, brochures and fliers), you may well be tossing your hard-earned cash out the window.

The explosion and fragmentation of mainstream media outlets have made it extremely difficult to capture the reader’s attention. Just like an arms race, the arsenal of traditional book promotional tricks is ever expanding (i.e., fancy book marks, post cards, emailers, newsletters, blogs, trailers, virtual tours, author interviews, website templates, banner ads, print ads, book widgets, SEO, RSS feeds, press releases and the list goes on).

So, why do I categorize these familiar marketing tools as “throw-away marketing”? Simple. They all yield a very limited window of exposure for the money. You may get your “fifteen minutes of fame” (btw - webtime is about 4.5 seconds), but once that email blast, SEO campaign, or book signing is over, your advertising fame fades as quickly as a camera flash in a stadium full of flashes.

The days of “it’s a numbers game” are over (unless you’re an A-List author with GOBS of cash on hand). For the rest of us, start investing your marketing dollars into programs that yield long term residuals.

This is where social networking and viral marketing programs fit the bill. You see, regardless of which social networking site you prefer (i.e., MySpace, FaceBook, Gather, Ning, Twitter, etc.) here’s what they all have in common – no expiration date. These marketing platforms build over time (i.e., 5 friends, 25, 150, 600, 3000, and on and on) month after month and year after year as long as you tend to them.

Just like gardening, how you start and tend to your social networking site is key to achieving long-term residuals. So what are the magic ingredients? First, know this is not a numbers game (i.e., how many friends can you get). Here you need to take the time to find the right people. Second, keep it interactive and personal. If some one is kind enough to contact you respond in kind. Lastly, be prepared to invest the time, lots of time.

But don’t despair on the investment in time . What you get in return to switching to a residual approach vs. indirect is more direct control and transparency. Here you can actually see the results of your efforts and won’t be saying “what did I get for my money!”

Always remember that marketing and promoting yourself through social networking and viral marketing is a people-centric process and is the opposite of indirect mass marketing (hence the term throw-away marketing).

However, if you insist on marketing your book the old-fashioned way, then go ahead and send me a book mark or signed cover flat. I PROMISE I won't throw yours away. ;-)

I invite your questions: sandy@bookcandystudios.com or 949.613.2099.

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Think Baseball When Striving for Book Sales ;-)

Now that the boys of summer are back in play, perhaps we can all gain a few simple insights from America's favorite pastime when thinking about how to generate book sales.

Sure, we'd all like to hit the ball out of the park when our book hits the streets, but rather than spend your promotional dollars on "home runs" you'll get more value for your money if you strive for base hits and make your way around the diamond to home plate (book sales).

Here's the formula:

First base -- Build a core audience. Social media sites (i.e., Myspace, Facebook, Goodreads and others) are ideal for audience building. Here you can readily find bookstores, libraries, and fans of your genre who will easily (and politely) accept your friendship requests to learn more about you.

Second base -- Line up your book reviews. Most readers will not buy a book based on the cover alone. They like to see what other readers think. But here you need a little advance planning to get to second base. Get your ARCS (advance reading copies) out three to six months in advance to the right people, bloggers and media sites to review your book. If you book is listed on Amazon, you can use your investment in getting to first base (i.e., your audience) to write up some fair book reviews to your listing. But only ask for real and sincere reviews. We can ALL smell a self-promoting book review from a mile away -- GEESH!

Third base -- Now that you have a core audience of followers and a base of book reviews, it's time to throw in some sizzle (i.e., excerpt contests, watch-the-trailer contests, etc.). When you have people actively participate in what you are doing, when you ask their opinion, you get them more excited and stir a bigger buzz.

Home Plate -- Book sales! If you follow the simple formula as laid out here you should see healthier book sales. Think of yourself as a key player in your marketing efforts. You can't just sit back and wait for the end score. Get in there and bat! Devote time to your audience building through creating relationships with readers and others who are helpful to book sales. Don't waste your time on those who are not helpful to sales. Choose three social media platforms and really work 'em. With practice, you'll become one of the best hitters … er, I mean marketers of your work … ever.

As always, I invite your questions and comments. ; )

Book Candy Sandy
sandy@bookcandystudios.com
949.613.2099

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Funny Tip: Before You Advertise Your Books Online, Do the math!
originally posted: April 14, 2009

Sure it sounds easy. Create a little banner or text ad for your book and drop it into a PPC (pay per click) internet marketing engine (i.e., Google AdWords) and sit back and count your royalties!

Before you whip out your credit card, consider the following story:

Once upon a time, there was a tiny house who told an author that she could sell her books online for as little as $50! "Your ad will be seen around the world by thousands if not millions of people," the little house said.

"How is that possible?" asked the author.

"When readers search the Internet for your type of book, your ad will appear on their computer screen!" exclaimed the house.

"And then they can buy my book!," said the excited author, with great delight.

"Yes, but only after I collect a small fee in return," said the little house. "It's nothing much, just pennies or just a few dollars. You won't even notice it after you've sold all your books!" he added with a smile.

"Perfect, let's go for it!"

So the little house created the ad and cast it out like a finely meshed net on the Internet. Within a few hours the author looked at her computer screen and was amazed. "Wow, my ad got 732,000 . . . uh, impressions? Does that mean I've sold that many books?"

"Exciting isn't it?" the little house said. "Unfortunately, no, those are all the people who may have seen your ad. Wait for the clicks!" Upon saying the word click, the little house smiled widely.

When the author looked again she jumped for joy! The computer screen now said 866,232 impressions AND 148 clicks! "Wow, I've sold 148 books in one day!"

"Well, not exactly," said the little house. "Those were most likely 148 people that clicked on your ad to see your book."

The author was becoming frustrated. "But how can I tell if I've sold any books?"

"Call your publisher," replied the little house.

"Hmmmm, okay. Well, I guess this was good first day. What about tomorrow?" asked the author.

The little house replied, "I'd like to help, but unfortunately you're $50 is all spent."

"Spent! Already? How?" asked the author.

"I collected 25 cents per click for the first 47 people, and then 35 cents from the next 20."

"Wait! Why did you raise your fee on those people… uh… clicks?" asked the author.

"Well, some people clicked on different key words, and some cost more than others," answered the little house.

The little house explained further, "So then I collected $1 per click from the next 7, $5 per click from the next 3 clicks, and $10 for the last."

"Oh," is all the author could say.

"I'm sorry I made a mistake," said the little house.

"Really?" said the author hoping for a glimmer of good news.

"I miscalculated my fees. You still owe me 75 cents," said the little house.

MORAL OF THE STORY - "With a few notable exceptions, the house always wins!"

Questions or comments? Send them to me: sandy@bookcandystudios.com

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