CYBER MONDAY SALES TOP

LAST YEAR BY ALMOST $100 MILLION 

Don’t waste another minute contemplating your online promotional plans for the holiday season. The season has opened with a bang—an estimated $700 million on just one day, Cyber Monday—and seems headed for a banner holiday month with comscore.com pegging anticipated sales at a huge $474.5 billion.  

With 41% of shoppers planning to buy books as gifts, it’s time to take a careful look at your web site to be sure your selling tools are all in place and offer your customers easy navigation.  

Like so many other categories, newsletters for writers seem to follow trends. This season, “landing pages” seem to be au courant, and that’s certainly key to selling your books.  

Links that simply bring a surfer to your home page aren’t going to produce maximum sales. Revise them, if needed, to bring your potentials directly onto the page or pages that sell your book. 

Then be certain that moving from the point of sale to your shopping cart and payment program is a simple step requiring clicking only one button.  Similarly, if a fulfillment house is handling your orders, make certain the linkage is running smoothly from your site to theirs. 

That extra effort will be well worth it as you try and lock in your portion of the huge anticipated expenditures. And they have been huge during the early days of the season.

Webadvantage.net reports that Thanksgiving Day online sales were up 29%, while Black Friday sales online rose 22%, and that’s a major offline shopping day. 

THE BOOK AWARD SEASON

IS UPON US - BE SURE TO ENTER  

Is there any gift a writer can receive that’s better than a book award? None in my opinion.  Indeed I was thrilled this month when USA BookNews picked my latest, The Writer Within You, as one of the finalists in its Best Books of 2007 awards program. 

Here is a schedule of deadlines to place on your office calendar. Check the web sites for further information on each competition.  

Ben Franklin Awards              Dec 31, 2007   www.pma-online.org

Foreword Book of the Year     Jan 15, 2008     www.forewordmagazine.net/awards

Nautilus Book Awards           Jan 15, 2008     www.independentpublisher.com/nautilus

Eric Hoffer Award                  Jan  15, 2008    www.hofferaward.com

Indie Excellence                    Mar 31, 2008     www.indieexcellence.com

IPPY Awards                        Apr 1, 2008       www.independentpublisher.com 

Good luck! 

Charlie’s Choice

Weekly Tips to Help You Write

Publish & Promote Your Work   

FIRST IN A SERIES OF COLUMNS ON USING

THE DIGITAL WORLD TO PROMOTE YOUR WRITING 

It was only a few decades ago that the publishing world experienced a revolution as colossal as the invention of Gutenberg’s printing press back in the Fifteenth Century. 

The digital press eliminates the painstaking process of preparing and handling heavy frames of type. The computer made it possible to type the words, create graphics, design a page and transmit all of that electronically to a press. 

The computer, of course, is an immeasurable boon to authors who labored over typewriter keys, suffering with carbon paper, whiteout and the torturous task of rewrite. 

But its value reaches far beyond just creating copy for your book or articles. When used to its fullest potential, it becomes a focal point for myriad activities essential to the success of your writing. I call it a “home” in which all incoming and outgoing activities are centralized. 

Stop and think of the variety of activities I am talking about. Your desk top affords you the ability to send and receive e-mail correspondence. It allows you to publish articles and press releases for distribution throughout the Web. You can design newsletters, flyers, eBooks, even a booklet to help promote your book. 

On the incoming side, it allows you to receive and read messages, ezines, advertisements, reports and more. People will reach you through links from other web sites.  Hyperlinks in articles and press releases can bring readers directly to a specific page on your site. 

All of this capability makes it possible for you to promote and publicize your writing and, if you wish, even sell it right on your web site. 

In this series of weekly columns, we’ll take a much closer look at each of these activities. How they are accomplished. What tools you need. The best resources to achieve your goal. How to use Search Engine Optimization (SEO). Where to go for the most sophisticated guidance in this arcane field. 
 

Why a Web Site?

It is indisputable that every published author needs a web site. Obviously, the tasks I enumerated above can’t be performed without a presence on the Web. There are three basic approaches to developing a web site: Hire a design professional, use a standard template offered by designers or design it yourself.   

In my opinion, your web site is as important to your success as your book. It represents YOU to the millions of people who may visit it, but whom you will never meet in person. The impression the site makes will be the way you are perceived, and that will certainly reflect on your recognition as an expert and on the rate of sale of your book(s). 

That said, I urge you to make the one-time expenditure required to hire a qualified web site designer. It will pay for itself over and over again throughout your life on the Web.  

The Home Page

Always keep in mind that the site you are creating is a selling tool. Its function if to sell you as an expert in your chosen field and promote the books and articles you write. 

A site begins with a Home Page. This is the introductory page that most people will see first. It must reflect you and what you intend to portray on your site. More specifically, it must be in sync with your basic character: studious, light hearted, conservative, flamboyant, etc, etc.  

Most important, the site must tell both your visitors and the “spiders” that crawl it exactly what the site is all about. (We’ll explain the world of the spider and the search engine in next week’s column.) You know from experience how annoying it is to be enticed by the headline of an article, only to find that the content really isn’t reflective of what you were promised. Site visitors  too (surfers as they are called) visit you based on that simple description, and like you they resent being misled. 

If you clicked onto this blog through my web site (www.retirement-writing.com), you saw the words “Retirement-Writing” in bold letters at the top of the screen. Next to that was a further explanation: “Everything you need to know about writing and publishing in your retirement years.”

That unmistakably defines the target audience and the information they will find. 

Below those headers, an even more exact description of the site is given: “Need help? You’ve clicked on the ‘Write’ web site. We turn wannabes into published authors.”  The page then goes on to explain and link to the various components of the site. 

This site was promoting a total package of help for wannabes. While its primary goal is to sell my books, it was set up this way because more items for sale relating to each of the listed categories are either in place or will be added as the site matures. Just to make that clearer, an example is the variety of special reports on a writing genre, on selecting a publisher, perhaps on promoting your book that will be available for sale.  

Inside the Site

Your site can be divided into as many sections as you wish. These are call inside page (and as we progress into linking in a future column, you will see why they are also called “landing pages.”)

Understand that a page in a web site is not limited to the dimensions of say an 8X11 sheet of paper. A web page can be as long as you wish, simply requiring the reader to scroll down to see it all. 

Because I am promoting a package of training, I devote individual pages to topics like writing, publishing and marketing. A separate page promotes The Writer Within You, my latest book. However, if you are using your web site to promote just your book, the home page will be devoted to that goal and the inside pages will supplement the sales pitch. 

For example, you may break the inside pages into an overview, a sample chapter, the TOC, 

and a Press Room to give journalists and reviewers all the information they need to do their job. By that I mean a short bio, your photo, your vision of the book, any favorable reviews and any additional background that might be helpful to a reporter or feature writer fashioning a story about you and/or your book. 

Whatever the breakdown of the site, it is absolutely essential that a simple navigation bar be placed on the home page and on every inside page so that surfers can find the specific information they seek. If you are using a shopping cart and merchant program to sell from your site, you must make it very easy for a visitor to click onto them. 

With this very basic introduction to the web site, next week we’ll try to simplify the techniques of raising your status in the search engines so that more and more surfers can readily find your site. 

WE’RE HERE TO HELP YOU

The intent of the "Charlie’s Choice" column is to provide guidance for writers. I will never accept payments or other gratuities for recommending a source. My purpose is purely educational.

On occasion, I’ll single out a specific company, pertinent to the subject I am talking about, that I feel is outstanding. That company will always be one with which I have had adequate experience before recommending it. At a reader’s request, I will happily supply lists of resources that I feel comfortable recommending. Request at charles@retirement-writing.com.

Send a question to the same e-mail address if you’re having a problem with any aspect of your writing, publishing or promotion. We’ll normally respond within 24 hours with an expert answer. This "Writer to Writer" program is one of the many free benefits of our Retire Write program. No charge. No obligation.

BOOKS GROUPS CAN BE BONANZAS

WHEN HARVESTED BY SMART AUTHORS 

Spurred by a piece that appeared in the business section of the New York Times a week ago this past Monday, I googled “Book Club Expo.” Joanne Kaufman had written an article on the second annual convention that attracted book club devotees from around the country to San Jose. There was just one minor problem: Kaufman wrote about “Book Club Expo,” while she should have used its correct name, “Book Group Expo.” Shame, shame on the lofty gray lady. 

The idea of the expo is unique and quite interesting. This is the way the web site www.bookgroupexpo.com describes it:  “Book group expo brings together serious readers and their passions—food, wine, conversation and everything else. Imagine! Two full days of book-related activities all in the comfortable and exciting company of other book lovers and authors. So, whether you call it a book group or a book club or a reading circle, if you treasure books and enjoy discussing them with others - book group expo is for you.” 

Expo organizers invite vendors to participate. For authors and publishers, the exposure is great.

Khaled Hosseini, author of the best selling The Kite Runner , is quoted in the Times story as saying that the exposure of his book in several clubs triggered the success it has had. 

Some interesting facts to ponder while you consider the possibility of participating in a future expo: According to USA Today, a typical reader buys 3-4 books a year while book group members average 14-20 per year. On his newsletter, Dan Poynter claims that women purchase 68% of all books. 

The Christian Science Monitor reports that the top 10 cities for book sales in the US are San Jose (location of the Book Group Expo), Los Angeles, Chicago, New York, Boston, Seattle and San Diego. 

Check out the Expo web site. It may make a good deal of sense. And I hear the wine they serve is top notch. 

SIGNS POINT TO A HAPPY HOLIDAY SEASON

FOR PUBLISHERS, AUTHORS AND BOOK RETAILERS 

Did you realize that books top the list of gifts for holiday buying online, with 40% of consumers planning to buy books as presents? That should spread an awful lot of holiday cheer throughout the publishing industry. 

The good news comes on the heels of  the forecast by The Conference Board that gift spending by consumers will increase from an average of $449 per person last year to $471 this season.

Lynn Franco of the Board staff states, ”Consumers are in a festive mood heading into the Thanksgiving holiday.”  

Third quarter results from both Barnes and Noble and the Borders group seem to support that optimistic holiday season sales forecast. B&N reports a 5.7% increase in third quarter overall sales. Borders, currently undergoing a major turnaround, posted a 5.3% gain for the quarter. 

Black Friday (the Friday after Thanksgiving) is almost upon us, and predictions by BDO Seidman estimate sales that day will reach 15.1% of total holiday volume for retailers. Even more important to authors selling their books on the Internet is the prediction that 12.3% of holiday sales on the Internet will occur on Cyber Monday, the first Monday following Thanksgiving. Don’t miss out.  

WHITE HOUSE, WHITE LIES (EVEN BLACK ONES)

ARE FAST FALLING APART 

Every school child is taught the vital role the Fourth Estate plays in a democracy. No one is more conscious of this than we authors and other members of the publishing industry. Unfortunately, too many of today’s political leaders have forgotten that important lesson.  

However, it looks as though they’re finally getting a powerful reminder as this White House, built on lies both white and black, is deconstructing thanks to the reporters and authors that Bush and his cronies have repeatedly demeaned. 

Scott McClellan, Bush’s former press Secretary, is publishing a new book called What Happened.

Apparently McClellan’s conscience began to bother him as he reflected on way he misled fellow journalists. Just listen to this advance excerpt released by his publisher regarding the missing weapons of mass destruction debacle: 

“I stood at the White House briefing room podium…publicly exonerating two of the senior-most aides in the White House-Karl Rove and Scooter Libby. There was one problem. It was not true. I had knowingly passed along false information. And five of the highest ranking officials in the administration were involved in my doing so: Rove, Libby, the Vice President, the President’s Chief of Staff and the President himself.”  

WOW! And there’s more to come. McClellan has also decried the untruths he told about the Valerie Plame incident.   

In the same news cycle, the NY Times revealed that it had willingly withheld a report for more than three years about a joint effort with Pakistan to protect its nuclear arsenal. The paper was convinced by the White House that revealing the highly classified program would do great damage to the fight against terrorism.  

But during those three years, leaks repeatedly occurred, both here and in Pakistan. (Could that be one of the reasons why the fight against terrorism isn’t going so well?) With the Times threatening to break the story, the White House suddenly reversed itself as it has so often under pressure, deciding that the potential harm wasn’t quite as devastating as had been pictured. So, with an apology to its readers, the Grey Lady released the story last Sunday.  

Ah secrecy…the modus operandi of our dysfunctional government today. 

Charlie’s Choice

Weekly Tips to Help You Write

Publish & Promote Your Work   

MORE ON THE NUTS AND BOLTS

OF A SUCCESSFUL PROMOTIONAL CAMPAIGN 

We spoke last week of the need for a Press Kit both on and offline and emphasized that it should be prepared well before the formal publication date of your book. Its use, however, continues throughout the active life of the book.   

The Kit is the most functional tool an author can create when launching a major book selling campaign. Both online and off, it serves as the single most effective resource for the media and other interested parties who seek information about the author and the book. Without it, your chances of widespread press coverage dwindle. 

Its uses are varied. The kit can accompany you to a meeting with members of the media or function as an introduction when you are seeking opportunities to publicize your work. In addition to outlining what the book is all about, the kit must describe your expertise and give the reader reasons to consider you for an interview or a speaking engagement. 

It also helps open the door to consideration by book clubs or even acceptance by a reluctant bookstore owner. When requesting a review, it is always worthwhile to include a press kit or at the very least some key fact sheets. A reviewer needs background on you, the author. Knowing your motivation for writing the book and your concept of what function the book performs is helpful in preparing a well-rounded review. 

Contents of the Press Kit

A short cover letter should be sent explaining why you are sending the kit. The reasoning changes with each stage of the book’s life. Prior to publication, the letter should provide information on when it will be released. After publication, the letter may discuss the rate of sale, any awards or other noteworthy achievements that will impress the reader. 

Information to be included in the kit: 

• I like to place a simple vertical fact sheet as the top document. I title mine “Quick Facts.” It should briefly list all pertinent information: title, ISBN, Author, Publication Date, Price, Page Count, Cover Type, Publisher, Distributor and if you have a PR person, list that too.

• A narrative fact sheet should be next, explaining the book, its goals, its essential message and any other pertinent detail that might be helpful to selling the reader on its value.

• A background sheet on the author, his/her background and professional experience that lends credibility to the author as an expert is essential. If your credentials as a writer and as an expert are limited, it may be advisable to include some personal details.

• You also have the option of including a more personal resume if you think it may have some sales value. Remember, this is a sales kit, and the only detail the reader cares about is information relevant to the book and its potential for success. Do include a professional photo, preferably one that reflects something important about you.

• Several of the most informative press releases that you have sent out should be included.

• Once reviews and/or blurbs are available praising the book, be certain to include at least an impressive selection of them.

Place all of this material in an inexpensive folder. You may want, as I do, to paste a reproduction of the book cover on the front of the folder. If your treasury is flush, you can have folders printed that look even more professional.   

If you have a web site—and you certainly should if you want to promote the book digitally—you must include a digital press kit. In every release you send out, give readers an opportunity to gain more information by referring to your site. Supplement the items you included in your offline kit with a copy of a sample chapter and a TOC to help journalists and others with the background info they need. 

Press Releases

A release is used to announce upcoming events such as signings or speeches, as well as other pertinent happenings either past, present or future. It is also the vehicle to tell the world about an exciting accomplishment such as an award or adoption by a book club or some impressive sales achievement. 

It is prepared in a very simple, direct journalistic style, presenting the facts without embellishment. When sent to a publication, it is most effective when addressed to a specific person. Companies like PR Web are distributors of press releases, and can offer exposure far beyond what you can accomplish individually. Look the firm up on the Web and you will see the modest cost of this massive distribution.  

Related to the release is the pitch. This is essentially a call to action. While the release may simply announce an event, the pitch urges the reader to attend…and the journalist to cover it. Very brief and to the point, it should explain the relevance of what you will be doing and give the reader good reason to attend. Think of it somewhat like an invitation, and include all details such as when, where, etc. 

Signings, appearances and follow-up bookstore visits

These are all worthwhile activities if you want to keep the buzz going on your book. Signings are most effective when they include a short talk by the author. While authors argue over the effectiveness of signings, almost all participate to some degree. Judge the event not by the number of books sold, but by the exposure you and your book receive. The cumulative effect is what counts. 

Signings can occur at bookstores, at the library or at organization meetings. The latter two always require a short speech or discussion. Most are eager to offer exciting programs and are very receptive to worthwhile proposals. Try and tie your proposal to a seasonal event, a news event or some other meaningful situation that relates in some way to your book. 

Maintaining Bookstore Relationships

Don’t abandon the retailers of your region who are carrying your book. Stop in occasionally to chat. The sales persons of the store are your best spokespersons. They interact directly with potential buyers, and will recommend books by authors they like and know personally. If requested, don’t hesitate to sign and give a salesperson a personal copy of your book. It is a tiny price to pay for the results this gesture will generate.  

Now that you have an overview of the activities needed to create interest and maintain buzz for your book offline, next week we’ll begin a series of Charlie’s Choice columns guiding you through the digital maze. Many experts believe that the Internet is the single most effective tool available for promotion of a book. If not the most, it is an indispensable tool in a promotional world that has changed dramatically in terms of the media used and the easy accessibility to readers.