Jul 6 2013

Cover Design Checklist

Check for these possible issues when designing a cover:

Random imagery. There isn’t an obvious connection (to someone who knows nothing about the book – i.e. the customer browsing search results) between the images. Sending a unified message with a clear signal (i.e. clear in about three seconds) tends to be more effective.
Imperfect images. The cover concept is clear, but it doesn’t quite work with the images used. Would a great movie be the same with lousy acting? Finding the right images can make a difference.
Photobombing or transparency. An image seems out of place – instead of being a natural part of the scene – or you can see through an image (other than a ghost). This can be quite distracting. Strive for unity.
Facial expressions. The model may show the wrong facial expression for the occasion or wear a look of disinterest. A model’s disinterest may carry into the customer. This is a very important element that is often overlooked. Do you see looks of disinterest on popular magazine covers or commercials? Will those models display the wrong emotions?
Instamatic. A cover is not merely a snapshot – especially, an ordinary looking snapshot. A fantastic cover doesn’t get the buyer thinking, “Gee, I could have done that.”
Refrigerator art. Most hand-drawn images – especially, pencils and crayons – give the impression that the author wished to feature his or her child’s artwork. This may be harsh, the art may be quite good, it may be paid for, it might not be drawn by a child, and the artist might not be related to the author. But it’s the impression that counts. It’s not the quality of the art that’s at stake. Your cover doesn’t need a Picasso. It’s the age of graphic arts. This technology has many amazing possibilities and can help your cover look professional.
Bulletin board. Two or more images are put together as if stuck on a bulletin board with thumbtacks. That is, it has this layout, even if it doesn’t look like a bulletin board and there are no thumbtacks. How will such detail show on the thumbnail? One main image will be easier to see, send a more unified message (which is more effective), and aid in recall (part of branding).
Photography mistakes. Perspective problem, inconsistent lighting or shadows, red-eye, and blurriness, for example. Don’t distract the buyer.
Boring. Bored shoppers don’t buy. Grab the attention of your target audience.
Busy. Too much going on. For one, it’s distracting. Also, a single unified message tends to work better. One main image helps with unity and branding.
Alignment. An image is off-center, but visually seems like it should be centered. One more distraction to avoid.
PhotoShop issues. Aspect ratio, filter issues, too many layers, and pixilation, for example.
Cut and paste. Looks like the images were simply found and thrown together, perhaps like a collage. A natural looking scene is less distracting and helps send a more unified message.
Deformed creatures. Humans, animals, aliens, or other creatures don’t look quite right. This includes mannequins, avatars, and drawn imagery, for example. This distracts the buyer.
Huh? Concept isn’t immediately clear. An effective cover quickly attracts the target audience and sends a brief unified message about what to expect.
Sexy. On a cover where this isn’t expected in the genre, or where the appeal is stronger than expected. This appeal may backfire where it’s not expected. Who is your specific target audience? That’s who you want the cover to attract. When a cover attracts the wrong audience, it greatly deters sales.
Color clash. The colors don’t coordinate well together. It’s ideal to use three main colors that work very well together: primary 60%, secondary 30%, and accent 10%.
Readability. The font is hard to read. A nonstandard word or name is hard to read. Text reads vertically or is otherwise oriented in a hard-to-read way. Wrong words are emphasized (like “the”). L-e-t-t-e-r-s appear individually such that it slows the reading. Text is too small. Buyers browsing search results may decide whether or not to click in just a few seconds. Make it easy to figure out what the text says.
Too much text. The text dominates the front cover. In the thumbnail, a few keywords from the title and the author’s name (although this can be smaller than the title, unless you’re famous) should be easily visible, while a main image should dominate the cover. A single main image is your best chance of grabbing attention, signifying the genre and content quickly, and aiding in recall (“I’ve seen this before,” is a key part of branding).
Poor font choice. Boring (plain font), doesn’t suit the genre or content, upsets many readers (like Comic Sans), hard to read, or too many different fonts used. One or two fonts that fit the genre and content help to send a unified message. A font that creates interest, yet is easily readable, helps the cover as a whole grab attention. This is a very tough balancing act, and more important than often realized.
Mismatch. Cover signifies the wrong genre or subgenre and doesn’t obviously relate to the content (i.e. to a potential buyer who knows absolutely nothing about the book – and won’t read the description to find out because the cover failed to grab his or her attention). This is a very important point, but is also a common mistake.
Typo. Spelling, grammar, or punctuation mistake. Oops! A mistake on a title certainly doesn’t bode well for a book with tens of thousands of words.
Credit placement. Traditionally published covers often give credit to the cover designer on the back cover with a small font (name and website) as well as on the copyright page (so people who like the cover and blurb will find it on the Look Inside). This is common among professional cover design. What’s common on self-published covers is for this acknowledgment to appear on the front cover in a large font. If the cover looks professional, this will be obvious at a glance; it won’t be necessary to declare this on the front cover.
By. Using the word “by” prior to the author’s name. It’s obvious who the author is, so this is superfluous. Some customers perceive this as amateurish. Avoid possible distractions.

It’s far easier to criticize a cover than to design a perfect cover.

There are so many mistakes to make that a few are almost inevitable.

But the best covers tend to avoid almost all of these mistakes.

I’ve made some of these mistakes myself. I certainly didn’t have all this in mind when I designed my first cover.

Publishing Resources

I started this blog to provide free help with writing, publishing, and marketing. You can find many free articles on publishing and marketing by clicking one of the following links:

Chris McMullen, Author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Volume 1 on formatting and publishing
Volume 2 on marketability and marketing

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Jul 4 2013

Self-Publishing Freedom (My Story)

Today is the Fourth of July, Independence Day, here in the United States. So it seems appropriate to write about some form of freedom today.

This post is far more personal than usual. But it relates to self-publishing and freedom.

I have been writing avidly for over twenty years, but I only published my first book in 2008. I had considered publishing my first book around 1990.

Back in 1990, publishing wasn’t nearly as easy. To put things in perspective, in 1990, I had a beat up old typewriter and a computer that was basically a fancy word processor. No internet, no email, hardly any memory. Still typed with two spaces, not one, after a period.

That didn’t stop me from writing, though. But compared to today, publishing was a far greater challenge.

I didn’t realize that self-publishing was possible then. Well, for me, it wasn’t. I didn’t have the money to order a thousand or more books up front and didn’t even have a garage in which to store them. Even if I did, how was I going to sell them? I wouldn’t have self-published in 1990 if I had known how to do it.

The idea of publishing also seemed much more intimidating twenty years ago than it does now.

I had no idea how to get published. I didn’t know any published writers. So what did I do?

Went to the bookstore, of course. Compared to today, there weren’t nearly as many books about how to get published. I wound up spending an arm and a leg on a huge book called Writer’s Market.

That book was intimidating, too. Partly, because it was enormous. Also, it seemed very formal. And it emphasized the importance of query letters and book proposals. And self-addressed, stamped envelopes; the good old SASE.

First, you browse through all of the publishers listed in Writer’s Market. The places where you really want to publish your book have closed doors. Most of the big boys weren’t looking for first-time authors. And they didn’t want to hear from the author, they wanted to work with your agent.

Big dilemma: Should you search for a publisher or an agent? And was it worth going through some small publisher whom you’ve never heard of before?

I wrote frequently. Nonfiction, mostly math and science. Short stories. I loved writing. I had no shortage of creative ideas back then. I felt sure that a publisher would be interested in one of them.

But contacting a publisher, that was the hurdle. Which idea to present? You have to choose wisely.

You’d hate to write the whole book, then never get published. You’d hate to write a hundred page book proposal and not have anything to show for it thirty rejection letters and one year later. You could write a whole book while all that time was being wasted.

It didn’t seem very efficient. Just imagine what first-time authors could do if they could just focus on writing.

And what if they stole your idea, or your whole book? Maybe this was rare, but I had heard stories. True or not, those stories scare you. Our books are our babies. We must protect them.

Writing didn’t seem very practical, so I was studying physics. I wrote my homework as if I were writing a textbook. I didn’t just put the math together. I wrote sentences in between the lines, explaining the steps. I numbered figures and wrote captions below them.

If I couldn’t get my writing published, maybe I could publish a textbook someday. I was practicing for it.

In the late 1990’s, I made a variety of math worksheets. Mostly arithmetic. It was for family. I formatted the problems to fit on the page and provided room to work in. At the time, I wasn’t thinking about making a math workbook. But the way they were formatted, a math workbook could easily be made from them.

I started teaching as a graduate assistant in 1994. I loved typing up handouts, from syllabi to problems to lab manuals to notes to supplemental material.

By 2000, I had written numerous short stories, a few books, several math worksheets, tons of lecture notes and other handouts, and a very long dissertation for my Master’s thesis in physics. In the next few years, I would add another long dissertation for my Ph.D. thesis and publish a half-dozen articles on the collider phenomenology of large extra dimensions.

I started writing complete lab manuals for physics in 2003 and put together a book of creative physics problems. I typed all of my lecture notes.

Did I mention that I was a very avid writer? I have always loved writing. And I have always been organized and efficient. Plus, I can’t sit still for long. I have to do something. One thing you can do regardless of the weather (thunderstorms, ice, rain, snow, hail, too hot and humid – doesn’t matter) is write. So I wrote. And I wrote an awful lot.

There was also a very lonely period of my life in there. A couple of years where there was nothing else to do but write. Writing will always be there for you.

But what was I going to do with all of my writing? Fortunately, I was able to share it with students. Would that be it, or would there be more?

I decided to see if I could get some of my writing published. I had always enjoyed contemplating the fourth dimension, ever since I discovered Rudy Rucker’s book on the subject. Then when I was working on my Ph.D. in particle physics, the subject of large extra dimensions just started to become popular. It was a match made in heaven.

Thus, my first serious book, for which I became determined to publish, would be a book on the fourth dimension. At first, I called it Searching for Extra Dimensions. Later, it turned into The Visual Guide to the Fourth Dimension. And it grew into two separate volumes.

I made a serious search for a publisher or agent when this book was more than half finished. I wrote several drafts of query letters and book proposals. I even sent some out.

Rejection is painful. It’s not just being rejected. It’s often what they say when they reject it.

I had a Ph.D. in particle physics. I had published a half-dozen papers on the collider physics of large extra dimensions. I taught physics to eleventh- and twelfth-grade geniuses at a specialized school for math and science. I had been explaining difficult math and physics concepts to students for 15 years. I had contemplated a fourth dimension of space since I was a teenager. Was I not qualified to write a popular book on the subject of the fourth dimension?

Apparently not. I submitted a hundred page book proposal, including a sample of the book. I had even made a cover myself where the title looked four-dimensional. The cover featured a three-dimensional construction of a four-dimensional tesseract. In color. I thought this cool cover would give it an edge over all of the dry nonfiction science book proposals out there.

The publisher could have been open and honest from the beginning and saved me a great deal of time. There was only one page on that proposal that seemed to matter: My resume. Why ask for a book proposal when there is only one page of interest?

I taught physics to gifted students at one of the premier high schools in the country. Students from around the state came to this school, living in a dorm while attending. These kids earned a ton of scholarship money. Many went to top universities and thrived there. The physics course I taught to those high school students was more rigorous than any university course I have ever taught.

But to the editor, it was no different than any other high school.

So I had written a book on the fourth dimension, but didn’t know what I was going to do with it. My publishing dreams had been smashed, shattered, crushed…

Then, one day in 2008, I logged onto Amazon as I often did. I have been a loyal customer for a long time. I loved books, and with the used book prices, I could afford to buy more books from Amazon. And I could buy more books by reselling some of my used books; the ones I was willing to part with, anyway.

I can’t remember why I scrolled down to the bottom of Amazon’s homepage. I just did. And then I noticed it. In small letters. Self-publish with us.

What does that mean? Self-publish with whom?

That’s when I discovered CreateSpace.

CreateSpace offered me the freedom to self-publish. With no up-front cost. Without having a thousand books stored in my garage. And to have my book available on Amazon. It seemed too good to be true.

The freedom to write and publish regardless of my resume.
The freedom not to have to cater my book to the needs or expectations of an editor.
The freedom to write my book the way I want.
The freedom to focus on writing the book, not query letters or book proposals.

I had to learn how to format my own manuscript, convert to PDF, make my own cover, market my book, and a thousand other things I could never have imagined.

But it was worth it. I’d rather invest my time and effort perfecting my own book and getting it out there than to put all of that time into query letters and book proposals. Self-publishing is a sure thing; your time won’t be wasted. Your book will be available. It might not sell, but it will be published.

I decided that I needed some experience before I published my work on the fourth dimension. I had made some sheets for keeping track of golf statistics in the past. So I made a few books like The Golf Stats Log Book. These were easy to make, especially since I had made several worksheets like these in the past. They were useful for me, so I figured they could be helpful for other golfers. I turned these into books, formatting the interiors and making covers for them. This was good practice for my book on the fourth dimension.

I published several books in 2008, including the first volume of my book on extra dimensions. It was really cool to find my books on Amazon. To see my book in print. To show friends and family. To send my books to friends and family. To sell my first book. To get a sales rank.

Would these books sell? Every author has the fantasy of selling hundreds of copies per day and eventually becoming a bestseller. Before you publish your first book, you already have a fancy sports car and beautiful mansion picked out, right?

Well, you read something about advances that publishers pay. You were dreaming of tens of thousands of dollars up front if you traditionally published. Dreaming. Because they’re more likely to pay that to celebrities and already highly successful authors. You might get a modest advance, and that might be all you get. You were also thinking that if you sold 50,000 copies or more, you’d get 15% of the royalties. Hoping. Dreaming.

So when you self-publish, you have that advance (that you never got) and that huge royalty check (that you never got) in your mind. You’re comparing with what you had hoped for.

But you also have to be realistic. You’re not sure you’ll sell any books at all.

What would a reasonable expectation be? Maybe, if I could buy a car? Maybe, if after 10 years, the total royalties would be good enough that I would stop wondering if traditional publishing would have paid better? Maybe.

$200 per month would be $2400 per year. That wouldn’t be much after one year, but after 10 years, that would be pretty big. And if sales held steady, your book becomes a retirement plan. Well, we can dream; there are no guarantees.

I started publishing in July of 2008. From August, 2008 thru February, 2009, sales were dismal. Just a few copies here and there. I should have quit, right? It clearly wasn’t working out. My books weren’t being discovered. They weren’t selling. No reviews.

But I didn’t give up. I knew that I just needed to give it time. I was confident in my book on the fourth dimension. There had to be other people like myself who appreciated this subject, who would enjoy some cool concepts and diagrams from my book.

And I kept writing. I had ideas for other books, and worked on those. I have since discovered that most indie authors employ this trick: Keep yourself busy writing to keep your mind off everything else. There is also the hope that the next book will do better. And it should, because you’re wiser and more experienced.

Then in March, 2009, it happened. All of a sudden, out of the clear blue, people were starting to buy my books. I released Volume 2 of my extra dimensions book in March. That did it.

Maybe people were waiting for both volumes to be out. Maybe somebody reviewed my book. (One reader had contacted me by email, asking me when Volume 2 would be out. Was he a book reviewer? I always wondered, but never investigated.) The second book related to string theory, so it was in the string theory category at Amazon. In March, Volume 2 showed up in the New Releases section of Amazon. Maybe there were a lot of readers checking out new releases in string theory back then. Most string theory readers probably didn’t know about self-publishing in early 2009, and so wouldn’t have realized that my book wasn’t traditionally published. Maybe Volume 1 had finally sold enough copies to gain visibility through Customer Also Bought lists. Who knows?

But whatever happened, it was amazing. Prior to March, 2009, I had never made $100 in royalties in a single month. In March, 2009, I almost busted a $1000. I took a snapshot of my sales rank on Amazon. It peaked at about 5,000 and held onto this for several days.

So I took my family out to dinner to celebrate. Thinking, finally. This is awesome. I started having more of those fantasies of being a successful author. That’s when sales started to drop off somewhat. Why does a little celebration kill your own sales? Are we not allowed to celebrate for an hour? Really? After months and months of hard work?

But even after sales had stopped skyrocketing, they still came. Not as frequent as the first two weeks of March, but far, far better than they had before. And they have steadily grown from that point forward. If you keep publishing books, your sales can grow. Similar titles may help one another.

In the summer of 2009, I got an idea. I could make a series of math workbooks. Heck, I had already made math worksheets several years before. Thus started my Improve Your Math Fluency Series. These math workbooks have been among my most successful books. And they help students improve their math skills. I’m a teacher at heart. For me, helping others learn is the most important thing. Here, I had a chance to do this through writing and publishing.

I’ve learned a great deal about writing, formatting, cover design, and especially marketing. I had been a salesman for 9 years while working my way through college, so I knew something about marketing. But marketing books is different.

With what I know now, I would do things differently. I would have marketed more from the beginning. I was fortunate. I published nonfiction and I had qualifications. I had also had years of experience of trying to format pages to look like books, including drawing illustrations on the computer. I have learned much, much more about marketing, and started marketing my own books more and more.

I can’t help my former self. But now that I have achieved some modest success, I can help others. They had a great concept in that movie, Pay It Forward. I see it in action frequently in the self-publishing industry – i.e. experienced authors helping new authors. New authors are fortunate to find a lot of support from others. There is more and more free material to help authors learn about formatting, marketing, editing, and so on. And there are many helpful authors in the self-publishing community forums. It makes me smile to see all of the helping hands.

http://en.wikipedia.org/wiki/Pay_It_Forward

I try to see the good. It’s easy to see the bad. It’s more challenging to find the good. Look for it. It’s more rewarding than looking for the bad. And it helps you stay positive. And it helps improve the ratio of bad to good. If you have a chance to help fix the bad, even a little, then try it. But don’t dwell on the bad.

Amazon, CreateSpace, and Kindle Direct Publishing have given me the freedom to self-publish. Amazon gave me my chance. And I’m forever grateful for that.

I have a writing voice, and my voice has been heard. It might be a whisper, but it’s a voice nonetheless.

And WordPress. I’m glad I finally discovered WordPress. I love it. 🙂

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jul 3 2013

Amazon > Books > Browse > Categories > Argh!

Categories: Can’t live with ‘em, can’t live without ‘em!

As a reader looking for books, categories are a necessity to help organize millions of books.

As an author hoping to sell books, categories are a necessity to help customers find them.

But categories can sure be frustrating from both ends! And it’s not just at Amazon. It’s all online booksellers. And a book may be listed in different categories on different websites…

Example > One > Begin

Suppose that your child is struggling with phonics. So you decide to search for a phonics workbook.

Obviously, at Amazon, you would click Books > Children’s Books. At this point, things already become interesting.

At the top of the screen at the left, it says “Shop by Category.” But where it says this, these are actually age groups, and not categories. The real categories are much further down (on my screen, I actually have to scroll down to find them – so you might not even discover those categories). What we mean by categories are things like mystery, education, and humor, right?

But it’s useful to narrow the search by age. At least, it seems like it should be. If your child is 7 years old, it makes sense to choose the 6-8 years range. That will help filter out all of the irrelevant books, right?

Oh, but it will also filter out some of the relevant books. Only some of the books in Children’s Books are categorized by age range. Many books are not.

Most customers won’t realize this. Those who do face a dilemma: See only some of the books in the right age group, or see many books from all of the age groups? Well, you could do two separate searches…

You can select the age group and a category, but that will only catch books that show up both ways; this loses even more results.

You want to filter the results; otherwise you have way too many to sort through. But what you really want is to keep the relevant results, and just filter out the irrelevant ones. The funny thing is that there are irrelevant results in virtually every search on Amazon, while a few highly relevant results are generally excluded.

Suppose we decide to search the categories down below (i.e. not the age group). If you’re looking for the Reference category, you might have trouble finding it: It’s under Education & Reference, so you have to look for E, not R. A lot of categories are merged together like this. For example, if you want Fantasy, look for S because it’s under Science Fiction.

Here’s a trick question for you: Which category would you choose for Mathematics? The correct answer is Science, Nature, & How It Works.

What’s more interesting is that the categories change periodically. It’s really fun to find a category that you know you used to use, but isn’t there any longer!

In this example, we’re looking for a phonics workbook. You could pick Education, but you might select Activities (thinking it’s a workbook). For some types of books, the choice can be quite difficult.

Let’s go with Education & Reference. Note that Reference is one of the categories within Reference. Why not just give it its own category to make it easier to find? If you pick Science Fiction & Fantasy, it splits into separate Science Fiction and Fantasy categories. Why not eliminate the middleman?

Which subject do you think we should choose? If this were Family Feud, I bet English would be a good answer. Do you agree? Well, that’s only the correct answer if English is the child’s second language. What do you pick if it’s the child’s first language? It must be under Reading & Writing.

Now we get to choose from Composition, Grammar, Handwriting, and Vocabulary.

Wait a minute! Did we make a wrong turn somewhere? Who stole Phonics?

If you want to sort through the Vocabulary & Spelling category, all I can say is, “Good luck!” Why? Because you get to browse through 1,222 books to find out if any of them actually relate to Phonics.

You know what makes this task even more fun? There are only 12 search results showing on each page. Hey, it’s only 100 pages. It could be worse.

Maybe the category wasn’t the best idea. Maybe we should just type a keyword.

So we start typing Phonics Workbook into the search field, and we see some other options, like Phonics Workbook Kindergarten. Hmm, maybe we should click on one of those more specific searches.

Well, if you’d like to filter out books published through CreateSpace, that will do the trick because they place a 25-character limit (including spaces) on keywords. Ironically, those same authors can publish the same books (well, probably not workbooks) on Kindle, where there is no limit on the character count of a keyword. The paperback and ebook editions can then be linked together. Go figure!

Another issue is that the publisher can only choose so many keywords, like Phonics, Phonics Book, Phonics for Kids, Phonics Workbook Grade 2, etc. CreateSpace, for example, only allows publishers to select up to 5 relevant keywords. Kindle, in comparison, allows up to 7. Why the disparity?

So when you search by a keyword, it’s possible for a relevant book not to show up in the search.

It’s also possible for a highly irrelevant book to show up in the search. As long as it has the same keyword as you searched for, it will show up.

Of course, Amazon’s algorithm must decide in what order to display the results. Let’s not open yet another can of worms…

Example > One > End

That example illustrates some of the fun that customers experience while searching for books.

Authors and publishers experience a similar sort of fun when publishing books.

Example > Two > Begin

Suppose that you wrote play that contains a bit of murder, satire, and romance. Okay. Which category would you choose when it comes time to publish?

Let’s explore Amazon. You can’t even get passed Books before you come across a tough decision.

Maybe it should be listed as a play for people looking for plays. If so, where are they? Well, you might find them under Literature & Fiction > Drama. At least, you’ll find Shakespeare there. Hey, this book kind of sounds like one of Shakespeare’s works. Makes you wonder how anyone would find his books if he lived in the 21st century! (Okay, I won’t debate that his greatness would prevail even in our times. But suppose you wanted to write something kind of like Shakespeare’s works, but without that same level of genius. Where would you put it?)

Do you really think people will be sorting through dramas looking for new plays that include murder, satire, and romance? (Remember, we’re talking about the book I proposed in this example, and not one of Shakespeare’s books. I just remarked that one of his books could have a similar issue. If you want his books, just type Shakespeare in the search field. It helps a bit to have a famous name. How would such a book get discovered without that big name?)

The category Plays doesn’t appear to exist.

There are many nonexistent categories. Like Phonics (see Example > One). That’s a problem for customers who are looking for such books, and a problem for publishers who sell those books.

It has some murder and some romance. We could throw it in Romantic Suspense. But if it’s anything like Shakespeare, that’s certainly not what those customers will be looking for in that category.

The same goes for Romantic Comedy. You don’t have to worry about that, however. Although there are many romantic comedies, there is no such category. It’s not under Romance, nor is it under Comedy.

Maybe it’s more of a suspense. Or does it fall under Humor for the satire.

It’s a tough decision.

And you have to pick one. Well, if you publish with CreateSpace, you can contact support and politely request that a second browse category be added for your book at Amazon. Compare with Kindle, where you can choose two up front.

Then the categories that you get to choose often don’t match the actual categories at Amazon. CreateSpace presents the BISAC categories, which aren’t the same. This definitely adds to the fun.

Speaking of fun, it gets even better.

Sometimes, your book automatically appears in three or more categories, even though you can only choose one or two. Your book can appear in categories that you don’t even select, all without you knowing.

And this can be a problem.

More is better, right? Not always.

If your book is Fantasy, but buyers see it listed under Science Fiction when they check out the book’s detail page, they might decide it’s not what they were looking for. Similarly, a buyer who is looking for a suspense might be deterred to see a book listed in romance, too.

If a book is good fit for one genre, that’s the only place it should appear so as not to create any buyer confusion. Confused shoppers tend to not buy the book.

Example > Two > End

The real answer for the author’s concerns is marketing. This will be far more effective than relying on customers to discover your book among millions through category or keyword searches. And if your marketing effort pays off, the sales that are generated may improve your book’s visibility.

But what is the solution to the poor customer’s dilemma with categories? Online booksellers are highly customer-oriented, are they not?

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jul 1 2013

Comparing Commercial Marketing to Book Marketing: What Can We Learn?

We’re exposed to marketing every day.

So when authors realize that they must market their books to sell them, it’s not like they have no experience with marketing at all.

We all have experience with marketing.

It’s not that marketing is new. It’s just that marketing books is different.

Some of the strategies that we see every day can be applied to books. However, some strategies that work for other products don’t tend to work well for books, or work differently for books.

(1) Advertising.

If you saw a commercial right now advertising a new brand of laundry detergent, would you run to the store immediately and buy it?

I’m guessing not. But if your answer is yes, I’d like to pay you some money to watch commercials for half an hour. 🙂

If you saw a commercial right now asking you to run to the store to try a new brand of potato chips, would you do it? What if the commercial asked nicely? Pretty please? What if the commercial tells you instead of asks? Go there now! Or threatens you? Or else you’ll be the only person on earth to never experience this wonderful new taste.

People usually don’t like being told what to do, or being asked to do something that seems quite inconvenient for no other reason than to give others profit.

If you saw a commercial right now telling you about a new brand of shoes that’s the best ever, would you believe it? Suppose instead that the commercial describes what makes the shoes better. Would this strategy have a different effect?

Just hearing that a product is good doesn’t tell a customer how the product will help him or her. But knowing something specific that the product does might accomplish this.

When you go shopping, what you probably remember is which brand names sound familiar. People are more likely to buy products they’ve heard of before. This is the idea behind branding.

Advertisements help to establish brand recognition.

When you’re shopping, you might also remember something about the brand. For example, you might associate a particular brand name with luxury (like Cadillac) or trust (like Sears when they branded their image of Satisfaction Guaranteed), or you might recall a slogan or logo.

One strong goal of marketing books is developing a brand. The author can be the brand. Or it can be the name of a series (like Dummies) or a distinguished character (like Sherlock Holmes).

Branding occurs through repetition. You can brand a name, an image, a sound (think Jeopardy), and even a smell (with free samples of perfume).

Paid advertisements may not be cost-effective for most books. Although millions of people read books, there are 20 million books to choose from. There aren’t 20 million brands of paper towels, so advertising is cost-effective for large-scale paper towel manufacturers.

But there are many ways to brand an image through free marketing.

The key is to get the target audience to see the same name and image in a positive context a few times. Not so many times that it become annoying (then people think, “Oh, not that book! It drives me crazy!”). Not in a way that it seems intrusive, yet gets noticed by the target audience.

One way is to offer content that attracts your target audience, and allow your book to be discovered by an interested party (rather than shoved in front of their face).

When having conversations with people in your target audience (and natural conversations with anyone, but it’s your target audience who are most likely to buy your book), it’s natural to be asked, “So what have you done lately?” They’re more likely to be interested in your book when they asked you than when you come out and say, “I just published a book last month.”

You can get discovered through your blog, social media, a website for your book, personal interactions, book readings, book signings, attending workshops or conferences, giving presentations, doing community service, and many other ways.

But there are three things that you need for this to be effective:

Traffic. (But note that you can interact with a much smaller group in person and have a higher yield than when marketing to a large group online. Personal interactions can have a powerful effect, if you can charm your readers conversationally. To some extent, you can also provide some charm online when interacting with people individually. I’m not saying to flirt with your readers; but maybe make them feel special for a moment – obviously, it’s far better if you really mean it.)
Relevance. If you wrote a mystery and 70% of the traffic reads mysteries on a regular basis, then your marketing is highly relevant to the audience. But if only 2% of the traffic reads mystery, your marketing effort is being wasted.
Value. People don’t like advertisements. If you can brand your image while providing something of value to your target audience, you’re marketing efforts are more likely to be noticed. You can provide nonfiction information that relates to your target audience, or you can provide a nice bookmark that doesn’t just look like an advertisement, or you can provide a service to your community, etc. Ideally, you want to give the reader something he or she is likely to want, where your brand gets recognized unobtrusively.

People aren’t going to remember a paragraph. They might recall a picture that has one central image (this gives covers that have multiple images a disadvantage). They might remember a few key words (so shorter titles without strange names have an advantage). They might remember a logo. The might remember a catchy phrase about the book. But definitely not a long sentence.

(2) Packaging.

Your intuition might tell you that the product is far more important than the packaging. If so, let me try to convince you how wrong this is.

If you thoroughly analyze product A and product B, and determine that product A suits you better than product B, then you would definitely prefer to have product A regardless of the packaging. Unfortunately, shopping isn’t so easy.

It’s often not easy to tell which product is best. Packaging has a very significant impact on buying decisions. We almost always look at the packaging to help determine which product suits us best.

Here is another important point: Nobody will ever know how good your product is if the packaging doesn’t attract their attention.

You can’t buy a product if you don’t discover it first.

Suppose you’re hungry for a candy bar, and one of the candy bars is packaged to look like sticks of gum. Would you even notice the candy that looked like gum? If you were shopping for gum and picked it up, would you buy it when you realized that it was candy?

Packaging helps people find the specific product that they’re looking for. If the packaging doesn’t fit the product, it will be highly ineffective. Good packaging attracts the target audience.

Poor packaging – and even average packaging – sends a message that the product wasn’t good enough to warrant better packaging (alternatively, perhaps they invested as little effort in the product as they did in the packaging).

Effective packaging does three things:

Grabs attention. (In a positive way.)
Attracts the specific target audience. (It should also look appealing and professional.)
From a distance, it sends a short message (not necessarily in words) about what to expect from the product. (There may be more details in print upon closer inspection, but it’s the distant message that determines whether or not the consumer will ever inspect the packaging closely.)

Book packaging includes the cover, title, and blurb.

A good book with a fantastic cover and a killer blurb can make the difference between consistent sales and dwindling to the depths of millions of books.

It’s very important that authors realize this: The cover isn’t just part of the packaging, it’s also a permanent part of the book.

The cover is fashion. Just like clothing.

The reader has to feel comfortable holding the book. It must suit the target audience well. Better yet, it should attract them. If the shopper visualizes himself or herself holding the book in his or her hands and enjoys this feeling, then the buyer will be begging for the blurb and Look Inside to give him or her a reason to click Buy Now.

The cover is that important.

At least, if you’re hoping for many sales to come from people who discover your book. If you plan to sell most of your books in person after presentations or because you’re providing expertise that people will crave, then the cover may not be as important. Although it’s still important for similar reasons then, too (especially, if there are other expert books similar to yours).

The blurb and Look Inside are your only salesmen at the point-of-sale. The blurb has to draw the reader’s interest (without making empty promises, as that will affect reviews and word-of-mouth sales).

The cover, blurb, and Look Inside need to send a unified message. They must make it instantly (shoppers might look at your thumbnail for two seconds to decide whether or not to check the book out) clear what type of book it is. Precisely what type (e.g. contemporary romance, not teen romance; or does the cover look a little naughty, when the romance is light and clean?).

If the book cover doesn’t clearly suit the genre, it’s like packaging candy to look like gum.

Look at the covers and blurbs of top-selling books similar to yours to help get a sense of what readers expect.

(3) Promotions.

Everybody loves a discount.

Not quite true.

Everybody loves a discount on something they want to have.

Getting a discount on something you don’t need isn’t helpful at all.

Just discounting your book probably won’t help sales much. Amazon discounts books, and sales don’t always improve with the discount. People give books away free, and sometimes few are given away and almost none are read.

So if you offer a temporary discount, make the first book of your series free to help hook an audience, give away free bookmarks, or offer any other type of promotion, you have to realize that the promotion itself probably isn’t enough.

People don’t buy prices. People buy products. A discount is only effective if the target audience discovers the product and realizes the value of the discount.

So you have to market your promotion. A sale isn’t a substitute for marketing. A promotion can help your marketing efforts, but won’t work in place of them.

If sales are too frequent, word will get around and people will wait for the sales. This means that your sales rank might climb considerably in between sales.

Stores can put the same products on sale at the same time every year (like Black Friday). And some people will wait for the sale, but many won’t. But stores sell many products. And often you can’t wait for Black Friday. And not everyone likes to shop on the busiest days.

But books are different. You only buy the same book once, unlike many products that you need to buy every week, month, or few years. Many books, you can wait for if you know they will go on sale in the coming weeks.

(4) Mailing list.

Businesses strive to get customers to sign up for catalogs, email notifications, focus groups, etc.

Authors can have fan mail, book websites with supplemental material, preview readers, etc.

If you primarily use such things to send out advertisements, they probably won’t be effective. But if you provide significant content (like supplemental material), they can be effective. Content helps to attract your target audience. Then you can occasionally (10% or less of the time) announce a promotion, give a cover reveal, solicit input on a title, etc. (The cover reveal and asking for input on a title are ways that you can help to build buzz for an upcoming book.)

Think about the different forms of marketing that you’re exposed to every day. Consider what is and isn’t effective with you. For those things that are effective, see if you can find a way to achieve a similar effect with your book marketing.

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jun 29 2013

Authors: Are You Clockwatchers?

A clockwatcher is someone who frequently looks at the time. An employee might do this on the job, constantly checking to see if it’s time for break, lunch, or punching out. Someone who wears a watch can fall into the habit of glancing at it.

An author may be a watcher of a different sort.

If you’re an author, you may be a:

royalty clockwatcher. Do you check your royalty report several times per day? (Hey, you might have sold a book in the last minute. You never know. Better go check, just in case.)
sales rank or review clockwatcher. Do you check your book’s detail page at Amazon a few times per day to monitor the sales rank and see if there are any new reviews or comments?
media clockwatcher. Do you check your views, followers, reblogs, and comments throughout the day at a website, blog, or social media? (Of course! What else would we do?)
writing clockwatcher. Do you check your word count every few minutes as you type? Whether your goal is 5,000 words or 100,000 words, you like to see where you are.
reading clockwatcher. Do you check your page count, chapter count, or percentage of ebook read frequently as you read? (Doesn’t that distract you from the story? Or is it a sign that the story didn’t engage your attention enough?)
community clockwatcher. Do you closely monitor posts and comments at any community discussion forums?

Checking royalty reports can be tedious. If you publish with CreateSpace, Kindle, Nook, Kobo, and so on, you have several different reports to check.

Even checking the KDP royalty report is interesting. There is a separate report for each country. By the time you finish checking every report, you might as well start over because you might have sold something since you started. 🙂

The best way to check on sales rank and customer reviews at Amazon is through your Author Page via AuthorCentral. There is a little delay in reporting reviews to AuthorCentral, but it’s worth the wait. If you have multiple books, all of the reviews are collected together on a single page and you can monitor the sales ranks for all of the books together. You’ll also find author rank and Bookscan data for print sales.

https://authorcentral.amazon.com

https://authorcentral.amazon.co.uk

Note that searching for your own book on Amazon (rather than getting there from AuthorCentral or a bookmark) may not be a good thing to do every day. If you use keywords to search for your book and don’t buy the book, this could send a message to Amazon’s algorithm that your book isn’t relevant to that search. Amazon’s algorithm changes periodically, so even if that’s not the case now, someday it may be.

It seems like it would make sense for the algorithm to order search results based on what’s most likely to be purchased, then what’s most likely to be clicked, then what’s most likely not even to be clicked. But the algorithm doesn’t always do what authors or customer expect. Also note that Amazon may display search results differently for you than for other customers, as different customers have different interests (so if you search for your book by keywords and it seems to move up in the search on your screen and shows up on your homepage next time, this may be different for other customers – certainly, there homepages will have vastly different recommendations than yours).

Frequently clockwatching probably isn’t a healthy activity for authors. Go write instead, for your book, blog, or whatever. Go do some marketing. Get out of the house and exercise. Interact with your target audience. These things would be much better use of your time.

Look, even if a sale of your book did just report five minutes ago, it will still be on your report tomorrow. Why do you need to check it now? (You do, don’t you?)

The more frequently you check your reports, the more likely you will be disappointed. The longer you wait to check your reports, the more likely you are to notice several sales at the same sitting. And if there are no sales, you’re only disappointed once, not the twenty times you might have checked the report in the same period.

Monitoring reviews closely is a bad idea, too. Take time between looking for possible reviews. When you do see a review, wait a few days and digest it. Try not to comment on the review, blog about the review, or mention the review. It looks more professional, for one. It lets you calm down and avoid reacting emotionally, for another. Reacting emotionally, in public, can lead to disastrous results. A few days after first seeing the review, reread it calmly, looking to see if any criticism may help you as a write or your book, and discard the rest. Remember, the review is for other shoppers, not for the author. Even though you’re personally attached to your book, try not to take the reviews personally. This means good reviews or bad ones.

A single review may not significantly impact your sales, and sometimes it has the opposite effect compared to what you expect. You have to wait a few weeks to really gauge the effect. Just be patient. (Easy to say, easy to hear, hard to do.)

Blogging and social media are more likely to supply you with some positive data. At least, you’re more likely to have a few views than you are to have a few sales or a few reviews. But the mind begins to compare. If you’re used to getting 30 views per day, and suddenly you get 10 views, it might seem like a bit of a downer. (So what do we do? Add five new posts!)

Like any other bad habit, such as nail-biting, even if you know that clockwatching is bad for you, you might still do it. 🙂 At least, it’s probably better than many other bad habits.

Everything you check – from royalties to website views – will have ups and downs. Don’t let your emotions ride this roller coaster.

Remember, happiness comes from within.

If your happiness is dependent upon a royalty report or any other data, that information is controlling your emotions and will often prevent you from being happy.

I stopped wearing a watch several years go. But I don’t know if I can stop carrying a cell phone. 🙂

By the way, Clockwatchers is the title of a movie released in 1997. These department store employees were frequently watching the clock.

http://en.wikipedia.org/wiki/Clockwatchers

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jun 26 2013

Marketing: Why Should People Buy Your Book?

Before you can expect to sell books, you must answer two important questions:

Why should people buy your book?
How are people going to learn why they should buy your book?

If you can’t sell the book to yourself, it’s not reasonable to expect to sell it to others.

(A) Because your book is good? Lousy answer.

Why? Because that answer won’t help you sell your books. It’s too general. You need something more specific to work with.

If you hope to advertise that your book is the best thing since ____ (fill in the blank with something fantastic), then most people won’t buy your book because it sounds unbelievable and those who do buy your book may be frustrated if it doesn’t live up to those lofty expectations (which can deter word-of-mouth sales, for example).

More importantly, hearing that your book is good doesn’t attract a specific audience. People are more likely to become interested in your book if they learn something specific about it that appeals to them.

If you offer nothing specific, there is a good chance you won’t be attracting any attention at all. When you do offer something specific, some people will think it’s not for them, but that’s okay because if they aren’t the target audience, they aren’t likely to buy it no matter what (and they are less likely to appreciate it). But if they are the target audience, the specific information will help to attract their interest.

(B) Because there is something unique that will appeal to them.

What distinguishes your book from others like it?

You want this distinction to be conveyed through your marketing efforts.

But don’t make the mistake of saying what’s great about your book while at the same time saying what’s bad about other books.

There is a good chance that people in your target audience love those other books. So if you say anything bad about those other books, this is likely to deter sales.

You’re not trying to show that your book is better. You’re trying to show that your book is different and how. This distinction will be appealing to some people in your target audience.

That distinction might be a clean romance, a protagonist who doesn’t fit the genre’s stereotypes, a plot that will help teens deal with difficult situations, a sci-fi novel specifically for computer geeks, or a textbook with a built-in workbook.

Nobody knows your book better than you do. And that’s the problem! You want others to learn what makes your book special.

So what makes your book special? And how will you get the word out to your target audience?

Identify your target audience. Find your target audience. And when you market, you don’t just want people to discover that you wrote a book. You want them to see what makes your book special. This distinction needs to stand out in your marketing.

(D) Because people who enjoyed your book are telling others what makes it special.

Word-of-mouth sales are invaluable, especially when people don’t just mention that a book is good, but take a moment to explain why it’s good.

The first step is to make your book very good, with some aspect that sets it apart. It has to be worthy of a recommendation by a complete stranger.

The second step is to get your book read. You need to market your book effectively to your target audience.

There are a few things you can do to try to encourage word-of-mouth sales. You can search for bloggers who occasionally review books similar to yours and politely request a book review or interview on their blog (and then wait very patiently). You can contact a small local paper with a press release kit. You can let people discover you’re writing a book and what the special feature will be, do cover reveals, etc.

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jun 23 2013

The Person Behind the Words

The author wrote the book, but exactly who is the person behind those words?

There are a few different ways that this information is useful:

Potential customers might have a more enjoyable reading experience if they check out the author page and blog to learn more about the writer before buying the book.
Fans can learn more about the author.
Authors can reveal something about themselves through marketing in order to help match their books to their target audience and to make their marketing efforts more personal.

You can learn more about the person behind the words by checking out the author page, author’s blog, author’s social media pages, and more.

As a reader, the author’s blog provide an additional writing sample, which may not have been edited as well as the Look Inside. This extra writing sample can help demonstrate the book’s potential for being well-written throughout (not just in the beginning of the book, which may receive more attention) for those readers who strongly value this.

Checking out an author’s other writing (e.g. the blog) gives an indication of the author’s personality, character, and possible motivation for writing the book. Occasionally, blogs and social media pages consist mostly of requests to please buy the book now. Sometimes, they are packed with useful information. If there is supplemental material that may interest fans, this may be a reward for reading the book. Does the author mostly blog about himself or herself? Does the author seem genuinely concerned about others? Are the author’s websites up-to-date or outdated? Are the posts too rare, too frequent, or just right for you? Is the material of interest to you?

You also get a sense of the author’s visual style, writing style, and thinking style. Some writing and thinking styles may conflict with yours, so you may have a more enjoyable reading experience by taking a few moments to avoid possible conflicts. You don’t necessarily need to find writing and thinking styles that match yours; we’re often attracted to different ways of thinking. What you want is to sample whether or not you find it agreeable.

From the author’s perspective, author pages, blogs, and social media are opportunities to make your marketing efforts more personal, attract your target audience with information that is useful for them, show your personality, demonstrate good character and values (in the eyes of your target audience), and show that you care.

Are you an author? If so, you’re not just an author. Exactly, who is the person behind those words?

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jun 23 2013

Visual Branding for Small Businesses and Authors

When you see a large brown delivery truck, does UPS come to mind?
Do you recognize the Mercedes symbol when you see it?
Which brands of shoes can you identify when you see people wearing them, even when the brand name and logo aren’t visible?
Have you ever been on a road trip hoping to see a pair of golden arches in the shape of an M?

These are businesses that have succeeded in visual branding.

And even though these are huge companies, they didn’t achieve their visual branding through advertisements. Sure, you’ve seen their commercials. But the commercials aren’t the reason that your mind has been stamped with these visual brands:

There are thousands of UPS delivery trucks. They are all the same color, and it’s a unique color so it stands out from all of the other trucks making deliveries every day.
Every time you drive, you see other cars. Even if you just go for a walk outside, you see them. This is why you recognize many car brands by their logos.
If you’re really into shoes, you can distinguish between different brands that have similar styles, even if the brand names and logos are removed. You have partly been branded by your own interest in them, and by each manufacturer adopting a sense of style that defines their brand.
If you drive through the US, you see those yellow M’s all over the place. It’s simple and you see them frequently.

The point is that smaller businesses and artists, including writers, can also achieve similar visual branding. And they can do it without advertising.

For small businesses who may be able to afford advertising, following are a few examples of visual branding that you may be familiar with:

Do you recognize any insurance or real estate agents whom you’ve never met? It may be because you’ve repeatedly seen their faces on billboards or in brochures.
Have you ever seen a car fully decorated to match the theme of the business? A dog grooming service might have a car that looks very much like a dog, or a flower delivery truck might have flowers painted all over its surface. Such vehicles grab your attention and clearly reveal the nature of their business.
Can you think of any local businesses where the employees wear very distinctive uniforms?
Would you recognize the logos from any local businesses?

Here are a few examples of visual branding among books:

Can you tell that a book is part of the Dummies series when you catch a glimpse from a distance?
Do you recognize Waldo from the Where’s Waldo? books?
Would you know if a book is part of the Dr. Seuss collection if the title and author were covered up? The cat is distinctive.

Visual branding occurs even in the world of self-publishing:

If you’re not already familiar with them, check out Aaron Shepard’s books. He features a similar drawing of himself on every cover. Not everyone is fond of holding a book with that image, but it works: You see that picture and immediately recognize it as one of his books. He may not have been famous when he did that with his first book, but this consistent branding and unique style have helped create fame.
Search for Fifty Shades of Gray at Amazon and look at the covers. The style is distinctive and it’s carried over into other books in the series.

Whether you have a small business or you’re an artist or writer, here are the keys to visual branding:

Frequency. You need people to see your visual brand repeatedly. Not several times per day, but here and there over weeks and months; you want the message to be pleasing and the frequency not to be annoying (or your image will be branded the wrong way). Marketing isn’t just about what you say; it’s also very much about what you show. If people forget what you said or wrote, they might remember what they saw.
Consistency. Show the same image consistently; don’t show different images in each marketing effort. Choose your visual brand wisely from the beginning and stick with it. Select one image that you want people to remember.
Distinctive. If brown delivery trucks were common, would you associate this color with UPS? If every author had their picture on their cover, would you recognize Aaron Shepard?
Unity. Sending a unified message may be more important than being distinctive when it comes to visual branding memory. When the image relates to the nature of the business, this makes it easier to remember. A car decorated to look like a dog helps people remember if the business relates to dogs. Those golden arches that make the M are French fries, fitting for a restaurant.
Appealing. The image should attract the target audience. It needs to look good, else the audience thinks, “Ugh,” every time it is seen.
Deliver. The product or service needs some feature that stands out to associate with the visual branding. It might be luxury, or it could be cheap. It could be fast, or it could be quality. Visual branding is enhanced when the brand has some aspect that makes it worth remembering.

Authors have a choice of what image to brand. How do you want to be remembered? What will be distinctive for you? Pick one image and have it visible in all of your marketing efforts. Potential customers may see your image on your book covers, social media banners, online profiles, author pages, author blogs and websites, business cards, bookmarks, etc. The more your target audience sees the same image, the better. Here is what can be branded visually:

A logo for a publishing imprint.
A style consistent throughout a series.
A protagonist (like James Bond) or a children’s character (like Winnie the Pooh).
An author’s photo.
A distinctive visual feature common to all of the author’s books. It could be a distinctive font that the author developed that really stands out and grabs attention. It could be a unique way of arranging objects on the cover. It could be a design layout used on every color. It could be a particular image.
Even a blog can be branded visually by having a consistent style for the main image used with each post. Do you ever see posts in your reader and immediately recognize the blogger from the image? Those bloggers have succeeded in creating visual brands for their blogs.

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

Jun 20 2013

Authors: You’re not Selling Books

If you aren’t selling enough books, maybe part of the problem is your mindset: You shouldn’t be trying to sell books.

Huh?

There are tens of millions of books to choose from. If someone just wants to buy a book, how are they ever going to find yours, and why would that be the one they choose?

You’re not a bookstore. You’re not selling a book.

What you have is more than a book. That’s what you need to realize. What you provide that’s more than a mere book is what can help your book get discovered and why customers might choose your book.

If you’re not selling a book, then what are you selling?

You can find some examples below. Your book is unique. Figure out what you should be selling and how to orient your marketing efforts toward this.

Use it to help you brand an image. Sell this image, not the book.

You don’t have to be a salesman to sell an image. You market an image. You make people aware of the image. You make them want the image. Crave the image.

The image is free. Once the image is sold, the books well sell along with it.

(And maybe some add-ons. If they really want the image, they might want to get it in the form of t-shirts, bookmarks, collector’s editions, etc.)

(1) Are you selling a better place?

Did you create a fantasy world that is better than our universe?

Then don’t sell the book. Don’t sell the story.

Sell the experience of living in a better world.

Brand your book as a better reality. Brand yourself as a creator of other worlds. Brand the fantasy world itself by name so that others want to go there.

Like Hogwarts. Imagine how many schoolchildren wish they could go to Hogwarts. They recognize this better place by name.

(2) Are you selling something exotic?

Is the book set in Paris, Tokyo, or someplace people dream of traveling to?

Does your book have exotic creatures?

Then you can offer the same wonders that a travel agent can offer, except that your ticket will cost much, much less.

Focus on the features that make your book exotic, not the book itself. Sell the experience of traveling.

Remember the movie Gremlins? It wasn’t just a movie. It was an experience with a really exotic pet.

(3) Are you selling passion?

Does your book offer a romantic escape from a mundane reality?

Sell the opportunity to experience romance.

Make your audience crave the romance, without giving any of the story away. It’s not just a romance novel. It’s so much passion it’s dripping off the pages.

The Blue Lagoon was a movie with a boy and girl trapped on a deserted island. But it didn’t sell because the description simply stated this. (Okay, maybe the movie stars – e.g. Brooke Shields – helped attract their own attention.) Imagine the previews for this movie. They weren’t selling romance or adventure. They were selling something much deeper than that. That’s what people crave.

Note: Make sure that your book is an excellent fit for what you are selling. Don’t oversell it such that it makes your book sound far better than it is. Disappointment leads to bad reviews.

Do make your book as good as you can, and then find a creative way to sell something that fits your book perfectly, in a way that it won’t disappoint anyone who buys into what you’re selling.

(4) Are you selling excitement?

Did you write a non-stop, action-packed adventure?

Sell the adventure.

Focus on taking a safari through the jungle, not a book about a safari.

Jumanji wasn’t just a safari, either. It was a movie that brought the jungle to you.

(5) Are you selling entertainment?

Is your book very humorous? Sell the laughs.

Is your book super scary? Sell the fright.

Focus on being scared out of your shoes. Create a video on YouTube that will frighten and intrigue, without giving any of your story away.

Check out this book trailer (I discovered this when the author shared it on CreateSpace; I don’t know the author) for a book called Nothing Men: http://www.youtube.com/watch?v=s2zImBzQC50

(6) Are you selling self-help?

Does your book help others lead better, healthier lives.

Sell the prospects for a positive future.

Suppose your book provides a ten-step plan to overcoming depression. Sell the idea of seeking happiness in ten easy steps. Use this phrase when you interact with others. Brand the image of seeking happiness. Provide help for others through a blog, on community forums, through community service, etc. Focus on selling happiness, not on your book; but make it easy for others to discover your book. Brand yourself as someone who cares about others and can help others find happiness.

Men Are From Mars, Women Are From Venus is selling a much better relationship.

(7) Are you selling information?

Did you write textbook, how-to book, or workbook?

Sell the knowledge. Sell the skills.

Focus on learning something new or improving what people know already.

You’re not selling a grammar book. You’re selling the benefits of improved grammar. You’re selling not having a resume thrown in the garbage and writing letters that get results.

Think about what people can gain from your book. That’s far more important than the book itself.

Use this in your marketing. Your blog, seminars, and all of your personal and online interactions should brand you as a helpful, knowledgeable person who is selling the knowledge or skills that people need.

Suze Orman isn’t just selling financial advice. She’s offering the keys to wealth.

There are a host of other things that you can be selling: creativity, fun, morals, wisdom, beauty, etc.

Differentiate what you’re selling from what others are selling. There are thousands of mystery novels, for example. They can’t all succeed in selling the experience of feeling like a detective. Find a way to make what you’re selling unique.

Remember not to oversell; you don’t want bad reviews from disappointment. The better your book lives up the hype, the more you may receive good reviews and valuable word-of-mouth sales. Make your book as good as you can, then build the hype to match it perfectly.

Live what you’re selling. Your personality and lifestyle – your image – need to send a unified message with what you sell. You must look luxurious if you want to sell luxury. You must seem happy if you’re selling happiness. You must sound adventurous if you’re selling adventure.

Who is your target audience? Where will you find your target audience? You want to market this image specifically to your target audience. Let them discover what it is you’re offering (not a book!). Brand your image. Make them crave the brand – i.e. the concept that you’re offering. Then they can ask you (or check out your online profile) to learn about your book.

Package your book to match the image that you’re selling. The cover has to fit this image well. The title has to fit, too. The blurb needs to sell this image (not the book!). The blurb is the only salesman at the point-of-sale. Don’t oversell, but do show the reader that there is more than just a book in your book. The Look Inside has to seal the deal; it has to provide the content that endorses the hype. The rest of the book must also achieve this, as this makes the difference between a satisfied customer who is ready to share this image with others or a disappointed reader who may show frustration in a bad review.

It’s easy to hype a book. For the hype to work, the book has to also walk the walk. Perfect the product, perfect the packaging, and market the image (not the book!).

There is something more that you can offer.

You can offer the personal touch. You can interact with your target audience in person and show that you care, show that you’re passionate about the image that you’re marketing, show that you’re human, show your personality.

You’re not just selling a book.

You should be selling much more.

One last example (in the line below):

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers tour guide for your self-publishing journey

Jun 19 2013

What Makes People Buy Books?

It’s awfully silly to start marketing your book until you first devote some time to a couple of basic questions:

What causes people to buy books? (Equally important: What tends to deter sales?)
Who is your specific target audience?

Knowing the answers to these questions can significantly affect your marketing strategies. In this article, we’ll focus on Question #1.

(1) Browsing for books on the top 100 bestseller lists.

More than any other method, customers buy books by shopping the top 100 bestseller lists. There are New York Times bestseller lists, there is a special bestseller section in most bookstores, and Amazon lists their top 100 sellers in any browse category. You can even search for the top 100 authors.

Evidently, these books were good enough that many other people read them. Many of these books are traditionally published and were written by popular authors. But more and more indie authors are starting to break through, especially on Amazon.

Bestselling books sell dozens or hundreds of copies per day (of course, it depends whether we’re talking overall or just in a particular category or subcategory, and the precise number can be sensitive to a number of factors). So bestsellers account for a huge percentage of book sales.

You might not like the fact that many customers look to see what’s popular and shop for books based on this. But that’s irrelevant. Unless you have an idea to change the way millions of people shop for books. It’s just something to consider.

If you can succeed in earning a spot on any of the top 100 lists, this amazing exposure can lead to wonderful things. Provided that your book runs with it; some books get onto the list and fall right off.

There are tens of thousands of authors doing all the right things (and others doing wrong things) to try to get their books onto these coveted lists, and you’re competing against popular authors and traditional publishers. But you’ll find some indie authors there, too (studying what they’ve done right may prove to be valuable research).

If you feel strongly that you have a book with the potential to get onto these bestseller lists, go for it!

You need a book idea that has a large preexisting audience. Find a genre that you’re a good fit to write in and research what this audience expects. Develop your writing and storytelling toward this end. Become familiar with the rules of the genre, and understand why these rules exist.
Develop a fantastic story and memorable characterization for fiction, or valuable content for nonfiction. Write in a way that your audience will enjoy the read in terms of both making the words flow (or not, when the occasion arises) and use of grammar blended with style. Perfect the book cover to cover in terms of front matter, back matter, editing, and formatting. You don’t want anything to detract from the read. Give people reasons to leave positive reviews and recommend the book to others, and avoid giving reasons to say anything negative (it’s unavoidable, but strive to minimize this).
You need initial sales to get things going. A history of poor sales rank is a challenge to overcome. So build buzz for your book with cover reveals, letting people discover that you’re writing a book, interacting with people who ask how your book is coming along, getting feedback on various aspects of your book (cover, title, blurb, first chapter, draft) on different occasions from different groups of people in person and online. Focus groups, contests, promotions, etc. can help you get people excited about your coming book.
Don’t underestimate the importance of packaging. The book has to absolutely look like it belongs in its genre. If you want a top seller, on top of everything else, the cover has to quickly register as being the kind of book that the customer is looking for. If the cover attracts the wrong audience, there won’t be any sales. Research the covers of bestsellers in the genre. Design a professional-looking cover that will attract customers who are accustomed to seeing those covers. The title, cover, and blurb need to send a unified message and grab the target audience’s attention. Craft a killer blurb that will entice interest without giving too much away. The Look Inside needs to close the deal.
Do premarketing. Don’t wait until your book is published. Look for bloggers in your genre who occasionally review books well in advance of publishing, since they may already have numerous requests and reading takes time. Make a professional press release package. Contact local media. Try giveaways on Goodreads. Arrange signings and readings. Have a book launch party. Why wait until your book is already available and not selling well to do all the things you should be doing? If you’re going to market your book anyway (and you’ll discover the hard way that you need to), do it right and help your book take off with a bang in the first place. Even if you don’t think the 100 bestseller list is realistic, doing your best to get your book on this list gives you the best prospects for success.
Believe in your book. Visualize success. Not just you sitting on a pile of money receiving praise from everyone you meet. Visualize the path to your success that makes this vision realistic and work diligently to get there. If you don’t show belief in your own book, how can you expect others to believe in your book? Your lack of confidence can deter sales. But don’t get overconfident as bragging tends to deter sales.

(2) Shopping for books by their favorite authors.

When customers like books, they sometimes search for other books written by the same author. Indeed, books are frequently sold this way.

This affects all authors who’ve written more than one book (well, unless you write one children’s book and one book that’s not for children, for example).

Write two or more related books. Or better yet, write a series of books. Then you can benefit from such sales.

Ah, but there’s a catch. The first book they read has to be good enough to make many readers want more. The book has to be seem like a good value (and the subsequent books can’t seem like a rip-off), and should provide a sense of satisfaction by itself.

Memorable characters give readers a reason to continue the series.
A great storyline in one book creates high expectations for more of the same.
Editing, writing, formatting, and storyline mistakes discourage future sales.
The subsequent volumes need to live up to expectations in order to merit good reviews and recommendations; if they don’t live up to this, there may be negative referrals (e.g. “Stay away from that series”).

Discounting book one, making book one free, creating an omnibus, promoting temporary discounts, contests, etc. can help generate sales. The more people who read one of your books and love it, the more of your other books you are likely to sell. Plus this improves your sales rank, chances of getting reviews, and prospects for word-of-mouth sales.

(3) Recommendations from trustworthy sources.

An editorial review from a highly reputed source, like the New York Times, can have a very positive impact. This isn’t realistic for most indie authors (or even many traditionally published authors), but there are many ways that every author can benefit from recommendations.

The most accessible is word-of-mouth sales. If the book is good enough – see the points from (2) above – for a percentage of the customers to recommend it to others, this can generate valuable sales. If a thousand people read a book initially, and a hundred recommend it to their friends, family, coworkers, and acquaintances who read similar books, and then a fraction of those people recommend it to others, and so on, sales can really grow in the long-term.

You have to be patient. First, you need the initial batch of people to read your book. If sales are slow (a few a day), that can take a long, long time. See the points from (1) above for a few marketing ideas.

Once people buy your book, they must read your book. They might already have other books to read first. Then when they do read your book, it might just be in their spare time, which they might not have much of. As soon as they finish reading your book, they won’t go scream from the mountaintops. They might not mention your book at all. The more they love your book, the more likely they will recommend it. But then it might not be until it naturally comes up in conversations, which might not be for some time. Then those people might not buy your book right away. It can be weeks after they hear about your book before they consider buying. Not everyone who hears great things about your book will buy it.

It can take several months for word-of-mouth sales to build up. And your book has to be good enough to receive those recommendations. You can do your best to perfect your book, but you can’t control customer recommendations. All you can do is wait and hope.

If someone very social falls in love with your book, that can be quite fortunate. If people who are really connected in the social media world enjoy your book, this can potentially be big. Just imagine the buzz in social media when Twilight was coming out. Reproducing that might not be realistic, but it shows the potential. If a blogger in your genre falls in love with your book, or if a book reviewer for an online magazine loves your book, or even a customer who often reviews books on Amazon loves your book… recommendations help, especially when they come from trustworthy sources.

You can try to solicit reviews from bloggers in your genre who sometimes review books. Maintaining a blog and being active in social media might help make some valuable connections. But remember that some bloggers receive an insane number of requests and that it takes time to read books.

Put together a press release kit with advance review copies and contact local media. For indie authors, it may be easier to get an article or review if you write nonfiction, have something unique going for you (like being a triplet, but there are many other ways for the press to take interest in you), or if you have a very small local paper.

You also have your own friends, family, coworkers, and acquaintances. If you succeed in building buzz for your book – see point (1) above – then they may help stimulate sales by recommending your book to their friends, coworkers, and acquaintances.

Another trustworthy source that’s very valuable is the retailer itself.

Once a book sells a few times along with another book, it can show up on Customer Also Bought lists. The more frequently your book sells – and the more effective your marketing efforts – the more these lists can help give your sales a significant boost.

Excellent packaging boosts your chances of getting sales from Customer Also Bought lists – see point (5) below.

(4) Discounts, promotions, and contests.

People tend to love sales. But they have to know about the sale, which means that you have to promote your discount. And they have to want the product. The book has to be a good fit for them. Which means you have to find your target audience and market your promotion toward them.

A temporary discount entices customers to buy before the sale ends. If a discount is too frequent and regular, people will learn to wait for it, and sales may be much slower in the interim. Contests and giveaways can help stimulate interest, too. Like the giveaway program at Goodreads (but you need to have a hard copy, like paperback).

Amazon sometimes discounts books. They have been doing this more frequently in 2013 for indie authors, especially with CreateSpace paperbacks. There is no guarantee that a retailer will put your book on sale, and you have no control over this. (But with CreateSpace, you still get the full royalty, provided that the book sells directly through Amazon.)

(5) Searching for books by keywords or browsing for books in categories.

Shoppers do go to Amazon and other online booksellers to search for books by keywords or just browse page by page through categories (or do a search within a specific category). Browsing page by page without a search tends to put the bestsellers up front, like point (1) above. But customers do search for various keywords.

A greater percentage of books sell other ways than searching for keywords. However, there are so many customers buying books that this still represents a very large number of book sales.

The problem is that there are tens of millions of books to search for.

Millions of books sell this way, but there are also millions of books. On average, most titles sell fewer than one a day through this method. Fewer than a hundred thousand titles sell multiple copies per day through online search results. (The top couple hundred thousand books on Amazon sell one or more per day, but many of these sales are not from keyword searches.)
Books that show up on the first page of one or more keyword searches are much more likely to sell through keyword searches. Most books don’t show up on the first page of any search results. Only a few books show up on the first page of very popular keyword searches.

Amazon tends to reward books whose authors and publishers (scrupulously) help themselves. The better your book and the better your marketing, the greater your sales rank and the more reviews you will draw, which can help to improve your book’s visibility. It’s not just sales rank and reviews. More sales might mean you’re selling more books through keyword searches, which may have a greater effect on visibility than from sales rank along.

Once your book becomes visible in one or more keyword searches, you need for it to get noticed.

Excellent packaging can make a marked difference once your book becomes visible. It has to attract the right audience. If it looks like sci-fi, but it’s really action, then the people who click on the book won’t be the people who buy the book. Research books in the genre that sell regularly to see what customers are accustomed to seeing in search results. You want a professional-looking cover that clearly signifies the genre in order for keyword searches to work for your book. You also need a title, cover, and blurb that send a unified message about what to expect. A killer blurb that attracts interest without giving too much away can help immensely, provided that your book is getting noticed. The Look Inside needs to be good enough to seal the deal once shoppers become interested.

(6) Personal interactions with the author.

If you’re not selling books the other 5 ways, this is your best opportunity. Even authors who are selling books the other ways should be taking advantage of this. A very significant number of books sell through personal interactions with the author. Strive to provide the personal touch with your marketing endeavors.

It’s a treat to be able to read a book where you’ve personally interacted with the author. When people interact with you and enjoy the interaction, they are much more likely to read your book, enjoy your book (because they read it in a good frame of mind, whereas we often read critically or with skepticism), and review your book.

Especially if you make each person you interact with feel special. If they interacted with you and felt like you were a salesperson, they probably won’t feel special. If they meet you, ask what you do, discover you’re an author, and enjoy your discussion, what a difference that makes. But don’t interact with people just because you want to sell them something. Interact with them to get to know them. If you really care, this will show and can make a huge difference. Be genuine.

Charm them.

Who is your target audience? These are the people you want to interact with personally because they are many times more likely to buy your book than anyone else. If you write a romance and market it mainly to people who rarely or never read romance, your marketing will be a disaster. Think long and hard where and how to find your target audience. And then you don’t want to be there just to sell your book. You want to provide help (volunteer work), knowledge (a seminar, a blog), or entertainment (a reading), for example, to help attract your target audience, and have them discover that you wrote a book that may interest them (happen to have bookmarks to pass out?).

You can start with friends, family, acquaintances, and coworkers. If you have a large (or any size) social media following, you can tap into this to help with initial sales. (Remember, close friends and family can’t review your book on Amazon.)

You can meet people anytime. They may or may not be in your target audience. If it comes up naturally that you’re an author, even if they don’t read that genre they might have a friend who does.

But you can’t rely on luck. You have to find your target audience. In person is best, but online interactions help, too.

References

1. http://libraries.pewinternet.org/2012/06/22/part-2-where-people-discover-and-get-their-books/

2. http://www.forbes.com/sites/davidvinjamuri/2013/02/27/the-trouble-with-finding-books-online-and-a-few-solutions/

3. http://www.forbes.com/sites/suwcharmananderson/2013/02/20/half-of-amazon-book-sales-are-planned-purchases/

Chris McMullen, self-published author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers

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