Tag Archives: marketing

Sep 23 2013

Read Tuesday: Have Website, Need Slogan

Read Tuesday

I changed it to Read Tuesday because http://www.readtuesday.com was available. I also purchased the domain so we now have a website for it. Don’t rush over there; it’s empty as of yet. 🙂

I asked an artist to work on the images. But it’s still not too late to share your ideas and help shape things. We’ll include “Read Tuesday” and the date (December 10, 2013) with the images. I’d like a set of images that include a slogan of sorts. TamrahJo provided a suggestion for some text. Does anyone else have ideas? We could really use slogan, phrase, or other short text ideas.

Regarding the catalog idea, I’m thinking we may not want to release it, if we make one, until much closer to the event date. Just like stores don’t want you to know exactly what will be on sale and for how much too far in advance.

There is an opportunity for someone who loves Twitter or Facebook to take one of these on or get involved with it. If you run one of these, you can have your name on the about me section, and you have the opportunity to interact with people through the Red Tuesday concept. I’ll do it if needed, but I know some of you have a knack for these, so I’ll give you the chance. I have other ideas beyond social media, but Twitter and Facebook pages are probably something we want to get up and running very soon.

Once we have the images ready to go, we’ll want to build buzz for it and start promoting it. Remember, if you write a post or article about Read Tuesday, you’re able to promote your own book while promoting the program simultaneously (at a minimum, you’re going to mention that your own book, Whatever the Title Is, will be in the program, and your audience may look forward to it).

You have a chance to help shape this event. If you have ideas, you are encouraged to share them. Ideas are greatly appreciated. 🙂

Sep 22 2013

Red Tuesday: Initial Brainstorm

Red Tuesday Pic

The idea behind Red Tuesday is for authors to get together and provide a book-oriented version of Black Friday and Cyber Monday. You can learn more about the idea here:

https://chrismcmullen.wordpress.com/2013/09/21/red_tuesday_idea_for_boosting_book_sales/

The purpose of this post is to brainstorm the ideas that we’ll need to get started. Most of this should be done in the comments section below. We’ll need more brainstorming sessions as we go. Here we should focus on just getting things underway.

Red Tuesday is an opportunity for otherwise ‘independent’ authors (we largely behave this way when we sit down to write and when we market, even those of us who are traditionally published) to organize together and form something special – without, hopefully, too much more work than we would do just to have our own separate promotions. Here at WordPress, there is a strong sense of community among authors and artists. If we participate and harness this community feeling, we may all benefit from Red Tuesday.

It’s not about one person succeeding from the work of many others, and it’s not about one person being in charge. It’s about several people collaborating together. The beauty of the marketing involved is that every author can promote his or her own books while simultaneously promoting Red Tuesday.

BRANDING IMAGE: We want to brand the concept of Red Tuesday. Therefore, we need an image that we can use to help brand this visually. We want to include this image on all of our marketing materials for Red Tuesday. The more people see this image, the better.

We want to use the same image over and over, but we’ll need it to come in a few different forms. We’ll need a couple of headers for blogs or social media, an image to insert into our posts, a sidebar image, a thumbnail image, a logo, and anything else we think of. Essentially, we’ll need a variation of the same image in various aspect ratios.

TamrahJo drafted a good concept (see below). It will be easy to produce the image in a variety of shapes and sizes, it’s really suggestive about the idea of gifting books, it matches the color of the event (red), it fits with the holiday theme, and it has a cute play on the color and verb homophones. I made a similar image for this post (above).

http://wp.me/aZNrI-WF

What we need is an improvement on our efforts (or a better idea, if anyone has one). If you can make a better present, bow, font, etc.

Whatever image we use, we will need permission for every author who participates to use the image for their Red Tuesday marketing (except for possibly putting in a restriction to prevent anyone from abusing the idea). This means that any images or text used must grant this permission, also.

Again, we’ll need the images to come in an assortment of sizes, suitable for various purposes. It may also be desirable for some of the images to include text (a slogan, for example), but others to exclude it.

BRANDING TEXT: We’ll need a slogan, catch-phrase, strapline, marketing line, blurb, and/or whatever other short text may be useful to help us brand the concept of Red Tuesday successfully. Again, we’ll need permission for every participating author to use the ideas that we decide to go with. TamrahJo included a suggestion for some text in the draft of the branding image (along with font effects).

WEBSITE: Unfortunately, it appears that the ‘redtuesday’ domain has already been taken as a .com site. We could throw in a hyphen, but then anyone who misses the little hyphen will go elsewhere. Perhaps we could add the word ‘books’ to the end of it.

We should have one website setup that’s geared to tell customers all about Red Tuesday. This is a link that we’d want to include with all of our promotional materials.

I don’t mind springing for the domain name. I could put together something basic, or add basic materials that others prepare. But if there are any volunteers with web skills, maybe that could lead to something better. I guess we could start with a WordPress template, or I could get something from GoDaddy, for example.

To begin with, we want to include our Red Tuesday branding image and a description of the program. What else could we put here?

Perhaps catalogs (including subcatalogs) listing books by genre (or subgenre) that will be discounted on Red Tuesday. (We could also highlight a few books that have very deep discounts – good examples that may help to draw interest.) Depending on how many books wind up in the program, this could be an extensive catalog. We want to make it easy for customers to sort through it, appealing to look at, and easy to update as new authors join in. If there is an easy way to do this, maybe where authors can add their own books yet the formatting still looks nice, it would be nice to find it. It will probably take some volunteer efforts to put this together, but hopefully we can think of some automated services to help do much of the work…

Maybe an extensive catalog isn’t worth the effort. Being buried in a long list – if the list becomes long – probably isn’t the most helpful marketing tool. What will be helpful is when authors individually promote their own books while simultaneously promoting Red Tuesday.

(We could also have a humble page that gives credit to any volunteers who provide valuable services.)

What else should we have on the website? For now, we just want to get it started with the minimum, and we can add to it as we go along.

We want a different hub to direct interested authors rather than the website designed for customers (though some authors, like me, will be shopping for books on Red Tuesday, too). Our blogs can help with this. Remember, you’re welcome to create your own posts about Red Tuesday (reblogging isn’t the only way to spread the word, though you’re also welcome to reblog Red Tuesday posts).

MORE: There are other things we’ll need soon, but these are a few things that we’ll need right away. Can you think of anything else that we’ll need immediately? If so, please bring these up in the comments.

COMMUNITY: Through our involvement in Red Tuesday, we can be part of something much bigger than ourselves. The magic word is participation. Please share and discuss your ideas in the comments section below. Brainstorming isn’t about one person coming up with ideas, but about many people bouncing ideas off of one another and discussing them to see where it leads.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 21 2013

Red Tuesday: Idea for Boosting * Your * 4th Quarter Book Sales

Fourth Quarter Pic

This idea came to me this morning. It has the potential to help you sell many books in the fourth quarter. It’s a simple idea; it’s free; and it will be easy. It just involves a little marketing, but, as you know, marketing is exactly the kind of work that can move books.

I’m not talking about marketing for a few sales. I see potential for a great deal of exposure.

THE PROBLEM: Black Friday and Cyber Monday are huge days for holiday shopping among retailers. However, booksellers probably won’t reduce the price of your book any more than usual, they probably won’t advertise your book as part of the sale, and you might even sell fewer books than normal because all of the customers are too busy buying electronics, toys, tools, and clothing.

You can discount your book significantly on these days and promote your sale to help stimulate some traffic during this time, but it probably won’t be any more effective than promoting your book this way on any other day of the year. In fact, it may be better to do this on some other day where you’re readers aren’t too busy shopping for other items.

THE IDEA: Thousands of authors participate in special one-day pricing of incredible discounts. We’ll call it Red Tuesday (a homophone with the past tense of what you do with a book). Actually, we’ll do it again just after Christmas, when everyone just got a new e-reader and still has holiday money to spend. We’ll call this one White Thursday (a play on “write,” perhaps).

It’s simple, really: Each author promotes his or her own discount while simultaneously promoting the huge event. You don’t do any more work than normal, but by being part of a huge group of authors involved in this, you can gain the enhanced publicity of the event as a whole.

For example, you would write, “Title of My Book will be 80% off as part of the Super Incredible Red Tuesday Extravaganza.” Take a moment to briefly describe what Red Tuesday is all about in addition to promoting your book. Link to the event page as well as to your book. Think of all the content you could post on your blog and social media regarding Red Tuesday, where you will also mention your own book’s participation in the event. Red Tuesday helps you with your marketing.

One author is really tiny. Together as a community, we can thrive.

All we need to do is spread the word and get super-mega-incredible participation among authors.

If we can get significant participation, it will open up many marketing opportunities that may otherwise elude us. Imagine the growth and buzz building up so large that the media takes notice. I have a list of other ideas below, and more will come. Together, we can help Red Tuesday go viral.

ELIGIBILITY: You just need to be an author who is willing to significantly discount your book on Red Tuesday and/or White Thursday. All authors are welcome, regardless of how you published, what you write, etc. (You don’t have to worry about your book being listed in an electronic catalog with an adult content book because we could always make separate catalogs for different kinds of books. At this point, there is no guarantee that there will be a catalog; that’s just one of the ideas below.)

If your book is already 99 cents, pretty much the only way to discount it is to make it free. However, many authors might want to just drop their prices, but not make them free. Why not allow for both? Any catalogs could easily come in separate editions for discounted titles and freebies. We could also feature the deepest discounts at the top to help catch interest in the program.

I have several e-books priced between $2.99 to $5.99. I’m thinking to drop all of the prices to 99 cents (except where the file size is so large that it prevents the e-book from being priced this low).

I also sell several paperbacks. These could be reduced, too. Or I could make a significant percent-off discount code for my CreateSpace eStore. Or I could sell them from my website at 50% off and take payments through PayPal.

The important thing is to make the book on sale during the promotion for a significant discount.

EXPRESS YOUR INTEREST: If you’re interested in this, please post a comment below to let us know. If there doesn’t appear to be interest, this idea will just slowly die out. The idea can only succeed through your participation. Please share the idea to help spread the news, so that we can find more authors who are willing to participate.

If there is plenty of initial interest, then we’ll move onto the next step and Red Tuesday may become a reality and a success.

We’re still in the planning stages. So if you have ideas, suggestions, comments, or concerns, this is a good time to express them. Nothing is set in stone yet.

There is no cost. You’re only commitment is to significantly lower your price for Red Tuesday and/or White Thursday. Any other work will strictly be voluntary. It would be wise for you to promote your discount and the event in order to help you get the most out of it.

MORE INFORMATION: As long as there continues to be significant interest, I’ll post information about Red Tuesday here on my blog. Please feel free to help spread the news – directly, by reblogging, or by creating your own posts about Red Tuesday.

If there is significant interest, I’ll send out a sign-up post on my blog, whereby authors can sign up. If you have a better idea for how to get authors to sign up besides just using the comments section of a sign-up post, please share your idea.

If several authors sign up, I will put up regular posts with information, ideas, suggestions, etc. here on my blog. Again, feel free to help spread this information.

DATES: In 2013, Black Friday is November 29 and Cyber Monday is December 2. Everyone is now exhausted from shopping. So my thought is to wait until Tuesday, December 10 to celebrate Red Tuesday. Then we’ll have White Thursday on January 3. (I liked White Wednesday better, but it falls on January 2, just a day after New Year’s.)

IDEAS: First we need to brand the concept of Red Tuesday. We’ll want to have a small number of images that we can all use with our blog posts and other Red Tuesday promotions. I can announce a contest to submit images for consideration. Then we’ll use the winning image to brand our image. Everyone should use this image with all of their Red Tuesday promotional materials.

We’ll also want to brand White Thursday (which will come about a month later). But we want White Thursday to be a surprise. We don’t want readers skipping Red Tuesday, knowing that White Thursday will come later. We want to generate huge exposure twice, not once. We’ll need a different image for White Thursday.

Some kind of catchy slogan, jingle, strapline, or something of this sort would be nice, too. I can solicit suggestions in a separate post.

Soon we’ll need to build a great deal of buzz and generate plenty of author participation. We can post and reblog about Red Tuesday to spread the word. Assuming this takes off, I’ll make a post in a couple of days with more ideas of how to help create buzz for this special day.

If we succeed in creating ample buzz for Red Tuesday, this may create additional marketing opportunities. Write an article about it and try to publish it in a relevant high-traffic zone. (Your article won’t go to waste because you can always post it to your bog if it doesn’t get used anywhere else.) We can try to get writers with a large following to write about Red Tuesday, and we can aim for a little media attention.

We can make a webpage specifically for the Red Tuesday event and everyone can link to it in all of their posts. If we’re able to make any electronic catalogs of books (volunteers can make this possible), we’ll post them on the event page and circulate them in others, too.

If many authors do a few small things in the way of promoting Red Tuesday, it will really add up. We all have different areas of expertise. If you’re a video whiz, for example, you can post a trailer on YouTube about Red Tuesday, and the rest of us can help get people to check it out. Remember, any marketing that you do voluntarily to promote Red Tuesday will also help you with your own book as a part of your promotion.

As we approach Red Tuesday, our marketing campaign should go nuts. Everyone should be posting and promoting in anticipation, and especially on Red Tuesday itself.

It’s very important to reduce your price in time, allowing for probable delays (which can be several hours or more – and may be longer if there is widespread participation) to get your book’s price reduced in time for the big event. Better early than late.

GREAT FOR READERS: Red Tuesday doesn’t just have the potential to benefit authors. It can greatly benefit readers, too. Red Tuesday would be a great day to stock up on books by all your favorite participating authors. It’s also a great day to buy books as gifts. There is ample reason for authors and readers alike to spread the word and make Red Tuesday a huge hit.

Sure, some readers will see Red Tuesday coming and try to hold off of buying books until Red Tuesday comes around. There will still be readers buying books before then. If your sales rank does slide somewhat going into Red Tuesday, just think what a potential avalanche of sales on Red Tuesday could do for it. The better you promote your discount and Red Tuesday and the more marketable your book, the better your chances of having a successful Red Tuesday.

NO GUARANTEES: There is no guarantee that this will improve your exposure or increase your sales. However, if participation is widespread, there is much potential for numerous authors to receive a marked boost in both exposure and sales. The more marketable your book (i.e. good content, appealing cover, effective blurb, well-formatted and -edited, attractive storyline and characterization, and good readability), the better the prospects for you to benefit from the promotion. Also, the more active participation we receive and the more effective we are, collectively, at marketing the event, the better the chances of success.

FINAL WORD: Ideas, comments, suggestions, and concerns are not only welcome, they are strongly encouraged. 🙂

We can be part of something much bigger than ourselves. The magic word is participation.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 21 2013

Online Marketing: Feel like a Dog Chasing its Tail?

Marketing Net Pic

Joe published a book. Sales are slow. He learns that he needs to market the book.

He develops a blog. It starts out small and grows slowly. Even the blog needs to be promoted.

Joe joins Facebook and Twitter. His experience there is much like his blog.

He makes a website for his book. That entails SEO optimization.

Joe includes links to his social media sites, author website, and book from his blog.

He links to his social media sites, book, and blog from his author website.

He adds a fan page to his book to help drive traffic to his blog, social media sites, and author website.

Wait a minute. Joe wants his online marketing to drive traffic to his book, but he’s using his readers to promote his websites. Huh?

Here’s what it looks like to Joe:

  • A drives traffic to B, C, D, and E.
  • B drives traffic to A, C, D, and E.
  • C drives traffic to A, B, D, and E.
  • D drives traffic to A, B, C, and E.
  • E drives traffic to A, B, C, and D.

That’s great except for one little detail: There wasn’t a source of traffic anywhere to begin with!

Are we just driving around in circles? Where does the traffic come from? Are all of Joe’s followers other authors trying to market their own books?

These are natural things to wonder when you first explore online marketing.

The author who is wondering such things might wish to be aware of the following points:

  • It would have been helpful for Joe to do some effective premarketing.1
  • Joe wants a simple, easy, magical source of traffic. In reality, marketing requires work, patience, and wisdom.
  • A ton of instant sales would be really nice, but this is really difficult to come by for a new author on the first book. A gradual increase in sales is more realistic and can become significant over a long period of time.
  • Marketability2 is as important as the marketing. Any problems with the content, cover, blurb, writing, editing, or formatting can render the marketing ineffective.
  • Local offline marketing can be quite effective for many new authors, and this can help stimulate the online marketing.

Think of your combined marketing efforts as an ever-expanding marketing net.

If your online content is designed well, someone in your target audience who wanders into your marketing net is likely to check out one or more other components of your online platform: your blog, your social media sites, your author website, your book website, your fan page, your book’s product page, your author page, etc.

The larger your net, the more opportunities there are for potential people in your target audience to wander into it. Having content that attracts your target audience helps greatly.

It takes time to build your marketing net. It takes time for your target audience to discover your net. It takes time for your following to grow. It takes motivation, diligence, and patience.

It’s not about money. It’s about helping your target audience find a product that they’re likely to be interested in. It’s about blogging because you have ideas to share. It’s about writing because you have a strong passion for it. It’s about marketing because you have a passion to share your work.

It’s about gaining exposure for your work.

Following are some specific things that you can do to help stimulate traffic.

For example, a temporary, infrequent reduction in price or freebie can help with exposure. For this to be most effective, you must build a modest following first (one benefit of premarketing). This greatly helps you spread the word through your marketing net. Price doesn’t generate interest. Creating the perception of value and spreading the word generates interest. You have to promote a sale for the discount to draw readers in.

An advertisement that reaches a large percentage of your target audience can help promote short-term interest and increase your exposure. Don’t focus solely on the initial return. Consider what the potential exposure, if promoted effectively, may do in the long run. It’s very important for an advertisement to reach your specific target audience3 and for your book to be highly marketable for it to pay off. Keep the investment low because there is no guarantee that it will pay quick dividends. Do a cost-benefit analysis.4

Having multiple books or a series also widens your net. This offers previous readers an opportunity to get more (provided that your previous content was good enough to warrant it).

Local offline marketing can be a valuable resource. Meeting people in person allows you to show your personality and charm them. Being able to meet an author in person is a treat. See if small, local, indie bookstores or other stores that sell books have any interest in your book. Perhaps a school or library would be interested in a reading. Find out where your target audience is likely to be and make an effort to meet and interact with them. A small, local paper may have column inches to fill with a local story about you or your book.

Effective premarketing can lend early sales to start out with a strong sales rank and may also earn early reviews. It also enables you to build your following prior to the launch of your book.

Getting a blog review, interview, and especially publishing an article relevant for your target audience in a high-traffic area can help draw in readers.

Related Posts:

1. Premarketing Ideas:

https://chrismcmullen.wordpress.com/2013/03/23/marketing-isnt-an-afterthought/

2. Marketability:

https://chrismcmullen.wordpress.com/2013/09/10/marketing-why-isnt-it-working/

3. Target audience:

https://chrismcmullen.wordpress.com/2013/09/15/target-your-audience/

4. Cost-benefit analysis:

https://chrismcmullen.wordpress.com/2013/04/16/cost-benefit-analysis-for-marketing-books/

Want More? To find more posts about marketing and publishing, click on one of the links in the Index on the sidebar to the right. Choose Cover Design, Blurb, Formatting/Editing, Marketing, Writing, or Publishing.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 20 2013

Have you Considered These Benefits of Kindle MatchBook?

First I’ll address how customers can benefit from Kindle’s new MatchBook, and then I’ll conclude with how authors and publishers can benefit from it.

Note: As of October, 2019, the Matchbook program has been canceled.

The new Kindle MatchBook allows customers who buy a print edition (hardcover or paperback) of a book to buy the Kindle edition of the same book at a discounted price – if the publisher enrolls the book in the program. The discount will be at least 50% off the digital list price, and may be up to 100%.

https://kdp.amazon.com/self-publishing/help?topicId=AVJCUBZXDNUM4

Have you ever bought a book as a hard copy because that was the most convenient way to read it? Maybe it was a nonfiction book, such as a how-to guide. You want the book spread open, with a lot of information on one page, as you try out the instructions. Maybe you have highlighting and annotations throughout the book. The index and glossary may have been quite handy.

Every once in a while, you really wished that you had the book with you, but didn’t. Too bad you couldn’t find a copy of it on your cell phone.

Imagine if you could have downloaded a copy of the e-book for free, or a low price like 99 cents (pretty cheap compared to a print copy that may run $10 to $25, or so). This way, you could always have the e-book right at your fingertips, while still enjoying the print edition.

Here is another example of how to benefit from MatchBook. You can buy the print edition at the going price and the Kindle edition at the discounted MatchBook price. When you finish reading the print edition, you can resell it, give it to a friend, or lend it to a neighbor, for example, while still retaining the digital copy for yourself. This lets you share your book with others and keep it, too.

This could be handy for books that are published as print editions first, and Kindle editions later, provided that they are enrolled in Kindle MatchBook (and assuming that Amazon doesn’t impose a time limit on taking advantage of the MatchBook offer – or perhaps the e-book will be available for preorder, if published by one of the big publishing houses).

Collectors should see a great benefit of Kindle MatchBook. Suppose you buy a brand new first edition and wish to collect it. You can keep it in mint condition by not reading the print edition at all: Simply save the collectible copy and read the Kindle edition instead.

Authors and publishers should expect to do more than merely enroll their books in the program and see what happens. All authors and publishers who are familiar with marketing know that books don’t sell themselves – i.e. just hitting the publish button isn’t enough. It takes marketing to sell books.

Similarly, just enrolling the books in Kindle MatchBook isn’t enough. If that’s all authors and publishers do, they shouldn’t expect to see a significant impact from MatchBook.

Instead, what authors and publishers need to do is promote the benefits of MatchBook to their potential customers. Just like always, price doesn’t sell books. However, marketing helps customers find books that meet their needs.

Here are a few ways to promote the benefits of MatchBook:

  • Promote the discounted MatchBook price. If the Kindle edition is free with the purchase of a print copy, market this selling point. Even if it’s not free, the discount is worth promoting as an incentive. Make potential customers aware of this through your marketing endeavors.
  • Spread the word about the possible benefits of MatchBook. Help to convey the idea that it’s beneficial to customers. Give specific examples to show customers how they might individually benefit from the program. Especially, giving them ideas that might not have occurred to them might get their attention.
  • Help to build positive buzz for this new marketing tool, while specifically trying to build buzz for how customers might benefit from MatchBook for your books.

Note that if the digital list price is $2.99 or higher and you ordinarily earn a 70% royalty (after subtracting the delivery charge based on the file size), you will still earn a 70% royalty on the MatchBook price even if it is 99 cents or $1.99. (You normally earn 35% on any Kindle e-book priced below $2.99, so it’s pretty cool that they’re paying 70% on these 99-cent and $1.99 MatchBook prices.) You’ll be able to see what your royalty will be before you hit the publish button.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 19 2013

Can a Book have too Many Buying Options?

Options Pic

Once you decide to buy a book, you have several decisions to make:

  • online or in store
  • which bookseller
  • digital or print
  • if print: paperback, hardcover, spiralbound, etc.
  • if print: color vs. black and white
  • new or used
  • if new: direct from the bookseller or from a third party
  • if third-party: which third-party seller to choose from
  • if third-party: signed by the author or not
  • if used: collectible or not
  • which edition to buy
  • if out of stock: whether to order it or not
  • if in-store: whether to add a bookmark
  • if online: whether to add other books
  • cash, check, credit card, or debit card
  • if card: credit or debit
  • if credit: Visa, Mastercard, Discover, American Express, etc.
  • if credit or debit card: which bank
  • “Would you like to open a new credit card for this purchase?”
  • At least you usually don’t have to decide between paper and plastic anymore. 🙂

Options are a good thing, right? The more options there are, the better chance you have of getting what you want.

But from a selling perspective, having more options available presents a problem.

The benefit is that additional options may bring additional customers, since some customers may not buy the product at all if the option they want isn’t there.

The disadvantage is that additional options increase the chances of buyer indecision. Some customers walk away from a sale because of buyer indecision.

Suppose, for example, that you’re buying shoes. If there is only one type of shoe that you like and you can only pay cash, you will either take it or leave it. If you like the shoe enough and have the cash on hand, you won’t be worried about other options.

But what if the shoe comes in two colors – pink and blue? Maybe you like them both, but insist on only buying one pair. Now you must decide which one you like better. You might do something else in the meantime, giving yourself time to think it over – while also giving the impulse to shop time to cool off, so you might not buy any shoes at all. Or maybe you decide you like pink best, only to discover that pink is out of stock, but you refuse to buy blue because your heart was set on pink.

Back to books, the question the author or publisher has to ask is whether or not additional options will improve sales by attracting extra customers more than they will deter sales through buyer indecision.

Impulse shopping also plays into this. Extra buying decisions increase the duration of the buying process. The longer it takes, the more likely the sale will be interrupted and the more likely the impulse to buy will wear off before the sale is over.

The option to make both paperback and e-book is probably worthwhile for most books that can be formatted well both ways. For a book that sells predominantly as an e-book, the presence of the paperback still presents many benefits:

  • The e-book price shows as a discount off the paperback list price.
  • You can catch some mistakes when editing a paperback that you miss when editing an e-book.
  • You’re eligible for Kindle’s new MatchBook program.
  • Paperbacks come in handy for readings, signings, review copies, etc.
  • It helps to convince some people that you’re a ‘real’ author.

Some other options, however, may not be worth doing.

Suppose your book would look great in color. When you go to publish the paperback, you may find that the book would be much cheaper in black and white. This tempts you to publish the book both in color and in black and white editions. The problem with this is that the buyer is faced with a decision: Save money with black and white, or enjoy the book in color.

If the book really needs to be in color, don’t make a black and white edition; but if it would be just fine in black and white, don’t make a color edition. Or if you do make a color edition, make it a special edition that you sell directly or give away in a contest; but don’t add it to your product page. (I have the experience of publishing a book both ways, and if I could do it over, I would just choose one way.)

You face a similar dilemma with hardcover and paperback.

There are two more important points about creating different editions of a book. One is sales rank. Each edition of the book has a separate sales rank. When the book is only available in one edition, every purchase helps the same sales rank.

The other point has to do with customer books reviews. If one edition is more likely to generate negative reviews, that option can adversely affect the other editions – if the different editions are all linked together on the same product page.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 16 2013

An Index of Cover Design, Blurb, Editing/Formatting, Marketing, Writing, and Publishing Posts

Having seen a few followers hunting through old posts, I thought it might be handy to make an index for potentially useful posts on my blog.

The index page is divided into 6 parts:

  1. Cover Design
  2. Blurb
  3. Editing/Formatting
  4. Marketing
  5. Writing
  6. Publishing

(I haven’t yet included my poetry and related posts.)

You should be able to find the index page over to the right (on the sidebar). If you have any trouble finding it please let me know. It includes a date so you will know when it was last updated. If you know anyone who you believe would find some of these posts helpful, please feel free to direct them to the index.

If you check it out, please share any comments, feedback, or suggestions. The index is for anyone who might find those posts useful; especially, you. So if you have any requests, please share them. 🙂

Kindly,

Chris

 

Sep 15 2013

Target Your Audience

Target Pic

Yeah, I know. As a consumer, the feeling that businesses may be targeting you may not be the most wonderful feeling; and the picture probably doesn’t help with this. Yet the phrase is useful to anyone who is selling a product or service, to remind them of the importance of marketing the product or service to the people who are most likely to want it.

Think of it this way: Businesses are trying to help people discover products and services which may be a good fit for their individual preferences. This is accomplished by marketing toward a specific target audience – perhaps not the friendliest phrase for a specific group of people who share common interests, like dirt bike riders or Trekkies.

Imagine standing outside of a football stadium trying to sell used golf balls to fans who are buying tickets. Sure, some of the football players will be golfers. But don’t you think you’d have better luck selling golf balls at a golf course? Even if you meet a football fan who plays golf, his mind will surely be on football, and he will probably be irritated to have you try to switch his mindset so he can discuss golf business with you right before the big game.

Even if the marketing is free, it still costs time and effort. And there are many more things that one can do to market a product than any human being can do in a single day. So you must choose wisely.

Marketing is much more likely to be effective when it’s geared toward a specific target audience, which is a good fit for the product.

Recall the football fan who might be irritated to discuss golf when his mind is on football. This point is important for customer satisfaction.

Suppose you succeed in selling a product to many people who fall outside of the target audience. These customers are less likely to be pleased with the product, which can affect reviews, referrals, and recommendations – i.e. it can lead to a little negative marketing. These customers don’t understand the nature of the product as well as the target audience, and therefore may not have realistic expectations for what the product should actually do.

As an example, this is often the case with free e-books. Readers outside the genre are tempted to buy the book because it looks like a good deal. Since the e-book is free, they may not feel the need to invest time and effort reading the blurb or checking out the Look Inside. These readers are less likely to know what is typical of the genre. They might also be trying the genre out, only to discover that they really don’t like it. Therefore, these readers from outside the genre are more likely to be disappointed with the book, which could lead to bad reviews.

When the author invests in the time or money to promote the freebie to the specific target audience, then many of the free e-books also go to members of the target audience, which helps to balance the freebies downloaded by other readers.

So if you just market a product to a general audience, thinking that the audience is so large that even a tiny percentage is significant, there may be possible negative effects to take into consideration.

Whenever possible, market the product toward the specific target audience. This can have a big impact on the cost-benefit analysis.

The first step is to identify the specific target audience. Think about who is most likely to use the product. Is there a gender preference? Which age group? What common interests will they share?

The common interests are especially important. Be as specific as possible – e.g. baseball is more specific than sports, and contemporary romance is more precise than romance which isn’t as vague as fiction.

Avoid being hypothetical like, “Chess players might be interested in graphic arts.” They might be, but you’re more likely to reach chess players through their interest in chess, since many won’t be in the market for graphic arts.

The goal isn’t to widen the audience as much as possible. Targeting an audience that is far wider than the people who are most likely to use the product makes marketing less efficient. Many companies, such as small book publishers, achieve success with a narrow audience – such as niche marketing. A very narrow audience can lead to good results if you succeed in reaching a large percentage of the audience. Marketing efficiency is very important, especially if you don’t have a huge supply of money to invest – like many indie authors and musicians.

Sometimes, you can widen the audience. For example, suppose that you wrote a mystery that strongly relates to basketball. In this case, you can target mystery readers and basketball players, as both may have a strong interest in the book.

In contrast, if a book is partly mystery and partly fantasy, trying to reach both mystery and fantasy readers may backfire: The mystery readers might not like the fantasy, and vice-versa. It’s better to market the book one way or the other, focus on the primary component, and try not to sell the secondary component. Some genres do mix well, like romantic suspense, which is already an established category.

Once you establish who the target audience consists of, the challenge is to reach them. Base this on the commonalities that they share.

  • Where are they likely to shop – both physical stores and online? Which departments?
  • Where will their common interests take them? Hobbies, sports, activities, entertainment, vacations, clubs, organizations, etc.
  • What do they read? What do they do online? Magazines, newspapers, websites, etc.

The more you know about the specific target audience, the better your chances of marketing success.

Start out by thinking about it and discussing your ideas with others. Focus groups can help, and so can customer surveys (but be careful what you ask, and show tact). Meeting and interacting with customers gives you firsthand information.

As you consider various marketing strategies, think about how each strategy may or may not be able to reach the specific target audience effectively. Following are some examples. You just have to think long and hard about this, as every situation is unique.

  • If you’re selling something instructive (how-to guide, software, nonfiction, learning resources, etc.), you could write and publish helpful articles, develop a blog, provide help in an online forum, give a workshop or seminar, etc. But focus on attracting the specific target audience.
  • Common interests among the target audience can help you meet them at clubs, organizations, presentations, etc.
  • Send a press release kit to local papers, radio stations, and television networks that have sections or shows which are a good fit for your target audience. Look for magazines and websites that match your target audience and try to get visibility there.
  • Research how to use social media to target a specific audience. For example, on Twitter, use relevant hashtags.
  • Develop a website (or blog, or both) with content that is likely to attract the target audience.
  • Build relationships with potentially useful contacts, with your target audience in mind.

Remember that most people don’t like advertisements. Advertising works better for companies with much money to invest, which can sell a large number of products, and where there aren’t too many competitors. Free marketing tends to be much more effective for smaller businesses or individuals, and this is even more important when there are thousands of competitors – which is the case for authors, for example. Low-cost advertising in products that may actually be used by the target audience – like pens or bookmarks – can benefit those with fewer resources.

In the latter case, provide helpful content that attracts the specific target audience, try to be visible yet unobtrusive, and make it easy for the audience to discover your product without looking like an advertisement.

An important aspect of marketing is branding – getting the target audience to recognize the name of the product or business, and perhaps associate it with some quality (like luxury, creativity, or inexpensive). Advertising that does work does so through the branding effect. But marketing that isn’t advertising can also be highly successful at branding – perhaps even more so, since it doesn’t intrude like an advertisement.

Individuals and small businesses can benefit by interacting with the target audience in person – online, too, but in person can be highly effective. It can be a treat to meet the owner, author, or inventor, for example, in person. This is a valuable resource available to the “small guy.” Start locally and work your way outward. Take advantage of the fact that local newspapers, radio stations, and television networks are looking for local stories.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 14 2013

Carrying a Book’s Theme Too Far?

Imagine that you are shopping for a Halloween book – ghost stories or puzzles with a Halloween theme, for example. You find a book that catches your interest and pull up the blurb. How would you react if the blurb reads with a Halloween theme? For example, the description may include phrases of the sort, “will chill you to the bone,” “great for entertaining vampires,” or “ghosts may or may not be included with purchase.”

When you explore the Look Inside, the copyright statement might include a remark like, “If you copy any portion of this book without the author’s express written consent, you will be cursed for thirteen years.”

Or maybe you’re buying a romantic nonfiction relationship book, where the copyright statement includes a statement like, “If you abide by the terms of this copyright agreement, the author will love and cherish you always and forever.”

An author of a Christmas-related book might include “Ho! Ho! Ho! Merry Christmas!” and other holiday remarks on all online posts in the fourth quarter, and wear a Santa hat for personal marketing endeavors.

The end of a humorous book might suggest that if readers leave any reviews, to please consider trying to make their reviews funny. Or if they tell any friends about the book, try to do so in a funny way. That is, the author may even try to carry the theme into the fans. Why not? Look at the Trekkies.

What if a zombie apocalypse novelist uses make-up to look the part at a signing or reading? Or for a vampire book, just imagine the author being wheeled onto the stage, riding in a coffin.

Is this going too far? Does it convey the author’s passion? If an author can make boring statements on the copyright page enjoyable to read, does that bode well for the rest of the book? Are such samples of creativity good?

What do you think?

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)

Sep 14 2013

Book Marketing: The Power of Perception

Perception is a very powerful marketing tool. Are you using it to your advantage?

Think about a moment where you’ve just heard about a new product. Perhaps a friend told you about it. Maybe you heard about it on the radio. You might have seen it in a store.

You probably didn’t use the product first and then form an opinion of it. Nope. Most likely, you developed an immediate perception about the product. You might investigate the product further before making the purchase, but that first impression is very important. If you had a poor impression, you may not even consider the product again. If it made an excellent impression, you tend to look for things that reinforce this – i.e. you see it in a better light.

Don’t just try to brand the book’s title or your name. Strive to brand a perception about your book.

The first step is to think about how you want your book to be perceived. It must be something that most readers will agree with once they read the book; otherwise, marketing the perception will be ineffective in the long run. In what way is your book distinguished, which will appeal to readers?

Here are some dos:

  • Keep it simple. People can remember a few words; a long sentence will likely be forgotten. One to three words that paint the perception can be branded effectively.
  • The perception should be highly relevant to the target audience. This way, the branding helps to attract the readers who are most likely to want the book.
  • Think about the selling points of your book, but just pick one. What distinguishing feature might appeal to customers?
  • If a popular book helps to paint the perception efficiently, you may be able to do this in a positive, tactful way – e.g. “like Harry Potter in space” (notice that it doesn’t say anything negative about the other book). Only try this if there is another book that’s a great fit to help you quickly paint the proper perception, and if the book is also well-known.

Now for a few don’ts:

  • The perception must be accurate, otherwise it will backfire. You don’t want readers expecting one thing, when in fact they will get another.
  • It can’t be “the best book ever.” This doesn’t say anything specific about the book, so it won’t attract the target audience. It also tends to generate the negative reaction, “Yeah, right!”
  • Don’t try to top popular books or movies, like “better than Star Wars,” or “the best mystery ever.” If the expectations don’t seem reasonable, buyers won’t invest in the book. Definitely, don’t put anyone’s favorite books or movies down. If you try to advertise that your book is better, it will create a mindset among some readers to try to prove you wrong.
  • Limit yourself to one quick phrase. Don’t try to market two or more perceptions. It’s much easier to brand one simple perception.

There are many possibilities: audience specific (a clean romance), a distinguished character (Gollum or Darth Vader), an attractive idea (a children’s series that teaches decision-making skills), a unique feature (like the twist-a-plot idea), a cool concept (imagine what it would be like to…), an improvement (a workbook and textbook integrated into one), or even exceptional preparation (“Judy spent three years doing the research for this book,” or “Bob had three different editors work on the manuscript” – but note that these two examples don’t attract a specific audience)… and the list goes on.

How do you paint the perception?

  • It helps if a glance at the cover reinforces the perception that you’re trying to paint.
  • Similarly, the title, blurb, and Look Inside need to reinforce this perception.
  • Mention it with your title on all of your online and offline marketing materials: end of posts, just after your book link, social media, bookmarks, advertising, press release kit, etc.
  • Use your phrase (it’s a strapline) in your personal marketing endeavors – mention it at readings, signings, interviews, blog tours, conversations, presentations, and whenever you have the opportunity to discuss your book.
  • Strive to paint this perception when trying to generate buzz for an upcoming book.
  • When you enlist others to help with your marketing – e.g. to create buzz or to help spread the word for a promotion – see if this perception can be included.

Perception is a difficult thing for a lone author to judge. External input is valuable for trying to make such predictions. Ask people what they perceive about your book? Run the perception that you’d like to paint by them and see how they react to it.

Some things are beyond your control. This includes reviews, recommendations, and referrals – which can be good or bad. You can get lucky and a complete stranger who enjoys your book may spread the word to many others, and you can get unlucky and someone can strive to paint a negative perception. You can’t control this. But there are a couple of things that you can do:

  • The better your book and the more effective your marketing, the more reviews, referrals, and recommendations you will get. The more you receive, the less effect the negatives will have and the more likely you are to have some helpful advocates among your fans.
  • Be wise, courteous, respectful, and professional in your interactions with readers, blog reviewers, sending out advance review copies, and all of your public relations.

Chris McMullen, author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers, Vol. 1 (formatting/publishing) and Vol. 2 (packaging/marketing)