NY Published Author Successfully Transitions to Self-Publishing: The Amazing Story of Cheryl Holt

After Writing 24 Books for New York Publishers, Cheryl Holt Adds 24 More by Self-publishing

This amazing, inspiring author success story needs to be shared throughout the indie publishing community.

I was very fortunate to interview Cheryl Holt, who had written 24 books for New York publishers and then successfully transitioned to self-publishing.

You can hear Cheryl’s story straight from her, and there is much that you can learn from her answers to my questions.

(1) What have you done to help market your self-published books? Was this a viable option when you were traditionally published?

When I wrote for the NY companies, I was “just” a paperback romance writer, so I got very little marketing assistance from my publishers. The biggest thing they did for me was to always buy me an ad in a romance trade magazine, Romantic Times, when I had a book released. Otherwise, I was pretty much on my own as far as handling any marketing. So from the very beginning, I had to devise my own marketing strategies, and I’ve continued to use those old tried-and-true ones as well as latching on to new ones that technology has made available.

I market my self-published books in exactly the same way that I marketed my books that were published by the NY companies. My biggest marketing tool, and the one I spend the most time on, is growing my mailing list. I started my mailing list with my very first release, and I constantly work on it. I have sign-up forms posted all over my web site, and I run contests several times a year, where I give away autographed print copies of my novels as the prize. The entrants’ email addresses are added to my mailing list. I work on the list constantly; I work on it everyday. The number one way to sell something (in any field) is through direct marketing to your dedicated customer base. So I keep track of my readers, and when I need to notify readers about a new release, that’s where I start. They’re loyal and voracious, and they’ve been very kind to me in sticking with me through all my career ups and downs. I’m always so grateful to them, and they’re the first to hear about everything that’s happening with me and my books.

There have been changes to my marketing that have come over the years. I have a Facebook fan page, and a Twitter account, but I don’t use them for personal postings. I simply post about my books, what’s coming, and what’s happening. I’ve always had a web page, ever since it became a “thing” that people could have (around 1999). I’m meticulous about keeping it updated. My readers like to know what’s coming next and when it’s coming, so I try to make it easy for them to log on and quickly see what’s happening. If you’d like to take a peek, the URL is www.cherylholt.com.

When I have a book coming, (in the month before the release date) I do a ton of promo to get myself noticed. I do blog tours at the big romance reader sites, I run contest giveaways, I do interviews, I buy banner ads, I buy spot ads, I do reader promotion at reader sites. I’ve even hosted Facebook parties with lots of guest authors and prize giveaways.

The main problem for self-published authors is that we’re being buried by a wave of content that’s swept over all of us. So it’s a hundred times harder to get noticed than it was ten years ago. There are so many books out there now, and even with my name recognition and dedicated fan base, it’s an enormous and exhausting challenge to get people to notice that I have a book coming.

For example, this was the first year since 2005 that I didn’t produce a book trailer for my new series. The web is so overloaded with video content that it’s just about impossible to justify the expense of creating a book trailer. Even with expanded distribution by a video company, any video is thrown into a sea of millions of other videos. So I’ve stopped doing them.

But otherwise, each and every year, I do more promo. It’s a constant battle to stay ahead of the game, and that hasn’t changed with self-publishing. I’m doing more and different types of promo, and I’m using more intense marketing than ever before.

(2) What advice would you offer new authors who are just learning the self-publishing ropes?

My biggest advice would be to read all about self-publishing and to learn as much as you can about it before you jump into it. And once you get going, keep reading and keep learning. The publishing industry—both on the NY end of it and in the self-publishing world—is changing so fast, and you have to keep up, or you’ll get crushed in the wave of what’s happening.

I heartily advise people to join a writer’s group (both a local one and a national one). At the local one, you can hang with other writers once a month and listen to how they’re working and adapting to this strange, new world we’re in. There are also big national groups you can join in various genres, such as Romance Writers of America or Sisters in Crime. You’ll get a monthly newsletter that contains articles about markets, trends, and changes.

If you can afford it, try to attend a big national writer’s conference. They’re always held once a year. Take all the classes and chat with other writers so you can absorb some of what they’ve figured out.

There are publishing companies, such as Writer’s Digest Books, that publish tons of “how to” books about writing, publishing, and book marketing, particularly e-book, self-published marketing. Start buying them and reading them.

Go out on the web and find some good blog sites (how about Chris McMullen’s blog?!) and other sites where authors provide guidance and advice. If you’re a tech dummy, as I am, find companies that can help you figure out how to format and publish on your own. I always use BookBaby to format and distribute my novels. I met them in the vendor’s room at a national writer’s conference, when I was first trying to figure out how I could start publishing my own books. I had no idea how to do that, and it seemed really complicated. I’m not much of a computer person, and all the processes seemed beyond my ability to figure out. At one on-line site, I was told to read their 85-page formatting manual before I tried to post anything! It was all so bewildering.

When I talked to the Book Baby book rep, he said, “We can do all that for you.” I about fainted. It had never occurred to me that there were companies out there that could provide exactly the sort of services I needed.

There are all kinds of companies now that help authors get their books published. When I first started writing novels, the web wasn’t a “thing” yet. I lived in a little town in rural Oregon, and I staggered around for years, trying to figure out how to start. It’s so much easier now to get information. Join a writer’s group! Attend regularly! Find several good blog sites, read them religiously, and absorb every bit of advice that’s offered! Read books about marketing and trends! Do some research and find companies that can help you. Read, read, read. Learn, learn, learn.

That’s always the best advice. Learn—and get smarter and better.

(3) When you made the switch from writing for NY publishers to self-publishing, what changes (if any) did you make to your writing?

I started writing manuscripts in the late 1990s, and my first books were published in 2000. For a decade, I wrote for various NY publishers, and I was a genre paperback writer. When I started out, paperbacks were really long. I’m dating myself, but do you remember books like SHOGUN? They were massive in length. So my first novels were really long, but “book length” was a factor that changed significantly in the decade that I wrote for those NY companies. And that’s precipitated the biggest changes to my current writing.

Book length is measured by word count, and my early novels were around 110,000 words. But starting about 2004, the price of paper shot up dramatically, so the NY publishers responded by shortening the length of books that they published. This caused a significant abbreviation of the size of novels, but it also caused authors to adopt major stylistic changes in our writing as we had to be able to tell much more story in a much shorter span of pages. Authors had to cut descriptive prose and tell the story using more dialogue. This brought us fast, fleet stories that were much easier (quicker) to read, but for many readers, they’ve gotten much less satisfying.

My early paperbacks were around 110,000 words, and when I finished writing for those NY companies a decade later, my books had to be between 80,000 and 85,000 words. That’s a considerable drop in book length, which brought about significant changes stylistically, so my early NY-published books are very different from the later ones.

I liked writing longer novels, and my biggest NY sales came in the beginning of my career when books were much longer and I was able to write long, emotional stories. I’m great at using emotion and drama, and I feel like I’m better at a longer length—and that my readers enjoy a deeper, more satisfying emotional story. So I’ve gone back to writing long books. With my self-publishing of e-books, I don’t have to worry about the price of paper or of page length. I’m typically writing books that are 120,000 words now, and my readers seem to really enjoy the longer length. I’m able to give them a “bigger”, more involved story with more in-depth characters and interesting plots.

My longest books, the ones I’ve published on my own, have been my biggest sellers in my career.

Cheryl Holt’s Story: The Transition from NY Publishers to Self-publishing

BookBaby author Cheryl Holt made a name for herself, as well as a respectable living, writing historical romance novels, first for a dedicated paperback publisher, then for several big mass market publishers. Her books did well, though Holt often had to come to terms with market forces beyond her control, that didn’t light her creative fire.

Holt had started writing as a young mother in her 40s. At home with small children, she wanted something to do, something that earned some money. She landed on novel writing. “I was clueless about how the money worked, or how the business worked,” she admits. Inspired by stars like John Grisham, she drew on her legal training to craft her first books. Her forays into suspense didn’t pan out, so she decided to look elsewhere.

“The romance companies back then used to find their new talent among moms who were at home and writing to earn a bit of extra money. They were essentially paperback mills who ran romance book clubs. They bought straight from the writer. ‘I’ll sell these romances,’ I told myself, ‘then I’ll go back.’”

Her seventh manuscript, a Regency-era romance, finally sold. Holt didn’t go back, but dug in, writing and editing steamy tales in the car, at soccer practices and swim lessons, whenever she had a few spare moments. She discovered something she never suspected: She could write really, really good love stories.

At the time, romances ran longer and readers devoured elaborate storylines. “When I was starting and reading, historical romances were just massive,” Holt recalls. “They had wild love stories, when the heroine was, say, taken to harem after being kidnapped by pirates. I’m not a particularly romantic person, but I got hooked on them. Romance readers have certain things they love, but I didn’t know what they were. I had no preconceived notions. Readers loved that.”

Holt’s unconventional takes on the genre led to her selling book after book to publishers. One of her early books sold out nationwide due to a hot cover that connected with fans, and soon she built herself a sizeable following. As tastes changed, Holt learned the hard way to adapt. By 2000, erotic romance was the rage, and Holt wrote what publishers asked for. But her readers longed for the sweeping romantic tales that had launched her career.

“Books were getting shorter, more erotic,” Holt says. “It was leaning toward pornographic really fast. I wasn’t into that. My sales were starting to fall. My hardcore fans kept asking why everything was vampires and erotica, instead of real love stories.”

Then 2008 hit, the economic downturn that kicked the legs out from under many mass publishers. Holt had a deal in place, but her publisher faced a daunting reality: the overwhelming majority of bookstores closed as the economy faltered, stores where her publishers had banked on selling Holt’s work. “They wrote me off as a loss,” she sighs.

Holt found herself unemployed, with a family and a mortgage in Los Angeles, one of many workers in their 50s looking for a job, any job. She was so discouraged, she thought she’d never bother with writing again, though writing had been her profession for years. “The recession cut a swath through the ranks of paperback writers,” she says. “I took it personally. The universe was telling me to go get a real job, but there were no jobs.”

Time passed, however, and Holt noticed that fans were still out there, hoping for new reads from their favorite authors. Kindle came onto the scene, and Holt began to reconsider. “I asked myself if I should start over. I was good. I was popular, but the companies didn’t really care. We writers were a dime a dozen in their eyes. There was no chance to go back that way.”

Self-publishing beckoned. The project management and production side of things still seemed daunting, however. Then, at a romance conference, she ran into some people from BookBaby, who helped her see how simple publishing her work independently could be.

After writing 24 novels for publishers, Holt has put out 24 of her own, letting her own interests and fan response determine when and how she publishes her work. An example: She gave her readers all three books in a trilogy at once, where a traditional publisher would have doled the books out over several years.

Like love, an independent career is not as easy as it seems at first. It takes work. Holt still struggles to find the right supporting team, and income isn’t what it once was during paperback publishing’s heyday. But Holt is glad she’s still able to write and reach readers, now on her own terms. “It’s a blessing to be on my own. My best sellers are ones that the publishers rejected,” she laughs. “My Lord Trent trilogy, for example, have been best-selling books of all.”

You can find out more about BookBaby and their recent Independent Authors Conference.

More about Novelist Cheryl Holt

CHERYL HOLT is a New York Times, USA Today, and Amazon “Top 100” bestselling author who has published forty-eight novels.

She’s also a lawyer and mom, and at age forty, with two babies at home, she started a new career as a commercial fiction writer. She’d hoped to be a suspense novelist, but couldn’t sell any of her manuscripts, so she ended up taking a detour into romance where she was stunned to discover that she has a knack for writing some of the world’s greatest love stories.

Her books have been released to wide acclaim, and she has won or been nominated for many national awards. She is considered to be one of the masters of the romance genre. For many years, she was hailed as “The Queen of Erotic Romance”, and she’s also revered as “The International Queen of Villains.” She is particularly proud to have been named “Best Storyteller of the Year” by the trade magazine Romantic Times BOOK Reviews.

She lives and writes in Hollywood, California, and she loves to hear from fans.

Visit her website at www.cherylholt.com.

Follower her on Facebook.

Check out her latest series:

Forever Yours by Cheryl Holt

Write happy, be happy. 🙂

Chris McMullen

Copyright © 2017

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
  • 4-in-1 Boxed set includes both volumes and more
  • Kindle Formatting Magic (coming soon)

Click here to view my Goodreads author page.

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Learn Much about Self-Publishing by… Blogging

Blog First

Hands-on Self-Publishing Experience

Blogging at WordPress can teach you more about self-publishing than you might realize.

Think about this, and strive to get the most out of it.

It would be wise to blog before self-publishing for the hands-on experience every authorpreneur needs to be successful.

But even if you’ve already self-published, it’s not too late to make the connection between blogging and indie publishing.

Here are several ways that blogging at WordPress can help you become a more successful authorpreneur:

  • Crafting the title. You have to write titles for your blog articles, so you get plenty of experience trying out titles and seeing how much attention your posts get. The title is a very important part of your book. Without blogging, most authors would have no experience or practice writing titles and seeing what interest they stimulate. Study the titles of articles from popular bloggers.
  • Content popularity. Writing about different topics, you can see which seem to be more popular or less popular among bloggers. The best way to learn what people like is through first-hand experience.
  • Keywords and categories. Gain experience choosing categories and tags for your articles at WordPress. You’ll need to choose categories and keywords when you publish. For your blog, you can type phrases in Google to see how popular they are, and for your book, you can try phrases out at Amazon’s home page. When you come across popular blog articles similar to what you write, check out the tags and categories that they used.
  • Cover design. Preparing or linking to images in your posts gives you some feedback regarding how to attract an audience visually. You also see images that evidently attract much attention to popular blog articles. The more you prepare your own images, the more you learn little tips.
  • Look Inside. In the WordPress reader, people only see a short sample. Bloggers strive to learn how to use the beginning of the article to create interest in the article. Similarly, at Amazon, you need to write an engaging blurb and Look Inside.
  • Writing practice. Blogging offers writing practice for self-published authors. You can even try out a new style or genre, with real readers to offer feedback.
  • Build your brand. At WordPress, you strive to build your blogging brand. This will carry over to becoming an authorpreneur, where you need to develop brands as an author and for your books.
  • Learn about marketing. You get firsthand experience trying to market your blog, which will carry over to book marketing. You get to see what other authors do in the way of marketing. Plus, blogging helps you build helpful relationships that can help you with your marketing when your book comes out. Some of your followers will serve as your initial fan base, too.
  • Monitor traffic. WordPress shows several stats that help you analyze your blog traffic. This can help give you a sense of the potential of your blog to help with marketing—a small percentage may be your initial fan base, but more importantly, the search engine traffic helps you see what frequency of outside visitors discover your website daily. The number of likes per post gives you some idea of your active following, which can pale in comparison to your total following; the search engine traffic is the number with the greater potential.
  • Get support. Relationships that you build on WordPress can support you with advice, reblogs, feedback, and more when you begin your self-publishing journey.
  • Explore formatting options. You have to format your posts here at WordPress. As you try new things in your articles, you gain some formatting experience. An e-book formats much like a webpage.
  • Test an idea. Got an idea that you want to test out? Try a sample on your blog and get some feedback.
  • Meet your audience. A thin slice of your WordPress following will include readers from your target audience. These interactions are golden.
  • Device management. Over time, you happen to view your blog from your pc, laptop, a friend’s iPad, a cell phone, etc. This gives you some idea about how various things format on different devices. That’s good experience for the challenge of formatting e-books that read well across all devices.
  • Analyze stats. Stats at Amazon are pretty limited—royalties, sales rank, reviews. You get many more stats here at WordPress—countries, views, likes, follows, shares, comments, etc. Such data can be valuable. You could even make a graph of your blog views for the month and compare it with your sales graph to see if there may be any correlation.
  • Website development. Indie publishers need to have websites, Facebook author or book pages, author profiles, etc. The experience you gain transforming your blog into a website will help you anytime you need to create a webpage or website.
  • SEO. You write articles hoping to pull in traffic from search engines. You gain experience with SEO as you try out categories, experiment with how to include keywords in headings and body text, etc.
  • Grow a following. You’ll develop a following here at WordPress. Setup an author page at Facebook and link to it at the end of your posts, and feed your WordPress posts into Facebook (but don’t also feed Facebook into WordPress or you’ll get double posts). Similarly, feed your blog into Twitter (but don’t feed from Twitter to WordPress or Facebook, or again you’ll get double or triple posts). Create profiles at Google Plus and LinkedIn, and your WordPress traffic can help you grow a following everywhere.
  • Build connections. Meet fellow authors, editors, graphic designers, small publishers, and more in your WordPress interactions. Indie authorship is a supportive community, for the most part.
  • Create buzz. When you release a book, your blog will help you create buzz for it.

Of course, there are many other benefits to blogging. For example, you can make some great online friends, and you can find some excellent material to read for free here at WordPress. Arguably, friendships and great reading material are the BEST parts of WordPress.

Chris McMullen

Copyright © 2014 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

Follow me at WordPress, find my author page on Facebook, or connect with me through Twitter.

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What the Dreck?

Slush Pile

The Dreaded Slush Pile

Two popular terms among authors and readers make me cringe every time I see them—which is much too frequently. There are some very strong opinions about this subject, too.

  • dreck
  • slush pile

These terms generally refer to the ‘worst’ of the books, but this definition by itself creates some problems.

  • There is more than one way to define the word ‘worst.’ Do you mean editing, subject matter, sales rank, very short books, web content disguised as books, or something else entirely?
  • Thus, some authors take this the wrong way. “Are you talking about my book?”

Any one of these things, by itself, doesn’t necessarily make a book bad:

  • Maybe an author has a fantastic story, but on a low budget, chose not to invest in an editor without knowing if the book would sell. Given a choice, I’d rather have a great story that needs editing over a lousy story with superb editing. (But there are many excellent stores with good editing to choose from, so this isn’t a decision that we really have to make.) My point is that editing alone doesn’t imply that a book is bad.
  • Similarly, if the book simply has poor formatting, it could still have great content. I wouldn’t call a book poor just because it could use some tender-loving formatting care.
  • A miserable sales rank—or no rank at all—doesn’t make a book lousy. Maybe the cover and blurb aren’t attracting attention, but the story is amazing. Perhaps the author didn’t attempt any marketing. Or maybe there is a very tiny audience for the book. These things don’t determine that a book is poor. (Just that the author isn’t getting rich from that particular book. At least not presently—for all you know, it could have sold like hot cakes when it first came out, but just hasn’t sold in recent months.)
  • How about a very short book—just a few pages? If the information is valuable, people will want it. If it’s very well written, what’s the problem? The beauty is that customers can decide if that appeals to them. More people writing short books doesn’t mean that other books won’t sell. It doesn’t mean that shorter books are selling. Kindle Unlimited makes it easier for customers to reach 10% of shorter books, but Kindle Unlimited doesn’t encourage customers to download shorter books. Why borrow ten very short books? Customers spending $120 per year may be more inclined to get the best possible value for their money. But let’s just say that shorter books do start selling more. This means that those books are appealing to customers. If those short books truly are dreck, customers will stop buying them. So if they sell frequently, they must not be dreck just because they’re short.
  • Perhaps you’d like to judge the content as dreck—e.g. certain kinds of romance novels, sales pamphlets, get rich schemes. Return to my last point. If it’s selling and continues to sell, apparently it’s satisfying readers. How can you call something dreck if readers appreciate it? Because if there is something that you’re sure is better, then wouldn’t readers also agree that it’s better and stop buying the ‘dreck’? But again, even if it’s not selling, that doesn’t necessarily mean that the book is bad.
  • There are, indeed, books that we may agree are lousy. Maybe we can judge by the intention of the author. If the author made a poor effort, and was just hoping to turn a quick buck, perhaps that could properly be classified as lousy. If the author tries to deceive readers, does that make the book lousy? If the author recruits dozens of reviews to make a book seem far better than it actually is, when the author knows that nobody would have bought the book otherwise, can’t we call that book lousy?

The worst of the worst, however you want to define them, are important for two good reasons:

  • When a reader experiences a book that turns out far worse than the reader was expecting, it leaves a significant impact on the customer’s reading experience (and it tends to change the customer’s book buying habits).
  • When one of the worst books sells, it frustrates authors who have worked very hard to master their craft and publish a quality book.

Not all mention of the ‘slush pile’ stems from good intentions, though:

  • Some authors feel a sense of superiority and mention the slush pile with a sense of arrogance and disdain. This isn’t expressed as the frustration of an author who worked hard, but comes out as an “I’m better than you” feeling.
  • Some authors feel a sense of inferiority and mention the slush pile to feel better about themselves.
  • It may be in the financial interest of traditional publishers to advertise the slush pile as often as possible, hoping to create a perception that self-published books aren’t worth reading so that more customers will, hopefully, buy traditionally published books.
  • Editors and book formatters may advertise the slush pile, hoping to encourage authors to hire their services. (Editing and formatting are important. I’m not saying you shouldn’t pay for such services, just that this might be one of the motivations for advertising it.)
  • Some readers want to feel superior in terms of what they are reading. For example, they might feel superior reading literary works, and thus denounce everything else as dreck.

Personally, I feel that not enough people read. A greater selection improves the chances that everyone can find a book that he or she would like to read.

Here are some truths about the ‘dreck,’ including reasons that I cringe every time I hear it mentioned. (Am I a hypocrite for mentioning it here? My hope is to help improve the perception, and that some good may come from the following points).

  • Every indie author who mentions the slush pile or dreck is marketing a poor image for indie books, which in turn hurts his or her own sales indirectly. Oops!

  • The worst books aren’t in the way of better books. Lousy books that don’t sell quickly fall in the rankings and fall down into the depths of obscurity. Why worry about lousy books that are hard to find?

  • When a self-published author says derogatory things about other authors’ books, how does that affect his or her image? Brand a positive image for yourself. It might even help your sales.

I’m not saying that we should ignore books that have problems.

Here are some positive ways to address this issue:

  • Don’t advertise lousy books.

  • Don’t use the words ‘dreck’ or ‘slush pile.’

  • Do find a few excellent examples of self-published books and advertise those instead of the bad ones.

  • Don’t put other authors down.

  • Do find indie authors who are producing quality books and bring those authors up.

  • If you know a friend or acquaintance who is a newbie author, offer some helpful tips that will result in a better first book.

  • Occasionally share tips in your social media posts that would help fellow authors produce better books

  • Help motivate self-published authors to perfect their books.

  • Do your best when you self-publish. Do some research. Seek feedback. Don’t view your first book as an experiment. You only get one chance to make a good first impression.

Chris McMullen

Copyright © 2014 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

Follow me at WordPress, find my author page on Facebook, or connect with me through Twitter.

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The Beauty of Marketing

Beauty

Book Marketing

There isn’t just one way to do it. The fact that there are many different book marketing strategies is your opportunity. Find a way to look at marketing in a way that you can enjoy it.

You want to be successful, right?

  • It’s not about embracing someone else’s idea of marketing and carrying it out with due diligence.
  • It’s about finding an effective marketing method that you can embrace with a passion and make it your own.

Most indie writers are artists at heart, not businesspeople. Yet self-publishing success, both on and off Amazon, depends on effective book marketing.

  • That doesn’t mean that you have to switch from artist to salesman to sell books. That’s like hammering a square peg through a round hole.
  • It means you have to view marketing as an art or craft to master, and pursue it with passion. That will fuel your self-motivation.

Look at this article. It’s about book marketing. I didn’t use $ signs for the picture. I left my artistic hat on and turned marketing into a rose.

You, too, can wear your artistic hat successfully both as a writer and an artist. Successful indie authorship is a combination of writing and marketing, both of which are driven by passion and feature creativity.

The business side of marketing books can seem dull and boring to writers. Many indie authors think of the following features when they first encounter marketing:

  • Advertising.
  • Self-promotion.
  • Screaming loudest.
  • Generating hype.
  • Judging a book by its cover instead of its content.
  • Salesmanship.

Actually, most of the things on the above list aren’t effective when it comes to book marketing.

If you approach marketing as something that’s dull or boring, you’re definitely not going to succeed at it.

  • Again, this doesn’t mean you have to get excited about something that you naturally feel is boring. That has inherent limitations.
  • Rather, it means that you have to find a way to look at marketing that makes you inherently passionate about doing it.

Fortunately, marketing does have highly artistic and creative elements that can appeal to writing artists:

  • Marketing is about sharing your passion with others.
  • It’s a chance to interact with others and let them discover your excitement about your book. (Let them ask you what you’ve done lately, rather than advertise what you’ve done. This distinction makes a huge difference.)
  • It’s an opportunity to put readers in a positive mindset before they open your book. People you interact with in person and who enjoy the interaction are more likely to look forward to your book with a good frame of mind.
  • You can wear your artistic and creative caps when you get involved in the cover design (a big part of marketing—it’s part of the packaging). Even if you hire a cover artist, you’re still involved in the design of your cover.
  • Blogging is a great match for marketing books. You love to write, right? Not only that, you get to interact with people who read your blog. You get to be creative coming up with ideas for posts and finding images to use.
  • Creativity is a great tool for catching the attention of your target audience and engaging interest in your book. When you talk to people, you have the chance to show your creativity in the conversation.
  • Imagination can also be a helpful marketing tool. Come up with a creative marketing idea and you’ll enjoy carrying it out; others may enjoy your creativity and check out your book.
  • Even your curiosity can be a benefit here, such as your curiosity for how to think of marketing in a way that doesn’t sound like salesmanship. Use your creativity to find other ways to think about marketing.
  • Branding is an art form. Pursue it as an art. Brand an image for yourself.
  • You can even approach marketing as a scientist. Come up with different hypotheses about marketing strategies and test them out.
  • Embrace book marketing as an art form and strive to master the craft.

If beauty truly lies in the eye of the beholder, then you have the power to see how beautiful marketing can be.

Chris McMullen

Want free information about book marketing? Find all my marketing posts by clicking here.

Copyright © 2014 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

Follow me at WordPress, find my author page on Facebook, or connect with me through Twitter.

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Authors, You Are Amazon

Me yes you

Why You

Because your book is available for sale at Amazon.

Amazon does sell many other products, but most customers think of books when they think of Amazon.

Millions of customers will buy other books besides yours, but some will (hopefully) buy your book.

When those customers read your book, your book—for that period of time—represents Amazon.

If the customer enjoys the shopping and reading experience that your book provides, the customer doesn’t just think highly of your book and you, but Amazon, too.

A poor buying or reading experience produces the opposite effect.

Of course, you have your own reasons for wanting to create a positive reading experience: You want the customer to recommend your book to others and to look for more of your books.

You want other authors’ books to create positive reading experiences. The more customers who enjoy shopping for books at Amazon and reading those books, the more likely those customers are to buy more books from Amazon and recommend Amazon to their friends, which improves the sales potential of your own books.

So it’s in your interest to support your fellow authors when they need and ask for help. (Offering unsolicited advice isn’t always received well, though.)

It’s also in your own best interest to help brand a positive image for Amazon, Kindle, and CreateSpace. The more customers who shop on Amazon, the better for all authors.

It’s even in your best interest to have good things to say about books similar to yours because those books are likely to appear on your customers-also-bought lists, and even if they don’t, most customers buy multiple books that are similar, not just one of them. Similar books can thrive together (or they can sink together).

When you hear negative things about Amazon, Kindle, or CreateSpace, take a moment to calmly and concisely say something good—and then let it be. Don’t get into a confrontation. Brand a positive image for yourself, too.

If you ask a customer what Amazon is, he or she will probably mention that it’s a huge website with an enormous selection of well-priced books.

But that’s not how the customer feels about Amazon. How the customer feels depends on shopping experiences and reading experiences. Each sale of your book contributes to a customer’s perception of Amazon.

You are Amazon.

We are Amazon.

Even the customer is Amazon. Anyone who enjoys the great selection, convenience, and prices benefits from helping to brand a positive image for Amazon.

Of course, indie authors must be thankful for the opportunities that Amazon has created.

Indie authors account for a significant share of Amazon’s book sales.

Indies are Amazon, too.

And the best indie books have shown that they can create wonderful reading experiences.

Beyond Amazon

You’re more than Amazon.

If you sell books on Nook, Kobo, Sony, Smashwords, etc., you’re all of these.

Wherever your book is sold, your book represents that retailer.

You want to brand a positive image for all of these outlets, and for whatever publishing service you use.

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

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