Charlie’s Choice

Weekly Tips to Help You Write,

Publish & Promote Your Books 

OUR FINAL REVIEW FOR THE YEAR:

RECALLING PREVIOUS COLUMNS ON PUBLISHING 

      Gosh, 2008 is almost over and this represents the last of the year’s columns. You will remember that I have decided to pass on next week in an effort to find the time to clean up all the odds and ends that linger from the past 12 months. I suspect that most of you will  far be too busy with holiday festivities to read another column.  

      Today, we’ll summarize the third major category of our profession – publishing. The past two weeks have been a retrospective on writing and promoting your books that I hope helped to refresh some of the detail that we had presented in the earlier columns. Now let’s take a look at the opportunities new technology and the changing nature of the publishing world provide for us.    

      With so many of the traditional major publishing houses now absorbed by mammoth conglomerates, it has become harder and harder for beginning authors and even more experienced ones to use this route. The majors generally limit their interest to books with a potential of massive distribution. That usually means works by politicians and celebrities, many of which are ghost written, often by writers chosen by the publisher. 

      Expense accounts have been slashed mercilessly. The days of lavish launch parties and cross country signing tours are pretty much a thing of the past, limited only to those books by star-studded authors. The rest of us can expect a five to ten percent royalty out of which we have to finance our own promotional expenses. That’s why you are seeing so many authors shifting to smaller independent publishers, POD houses or self-publishing. 

The Alternatives 

      The growth of indies has been remarkable, but very understandable now that access to the majors has become so limited. These smaller companies care deeply about quality. While they obviously must watch the bottom line, they are not obsessed with profit as the majors are. They care about their authors, look for new talent and nurture those they represent.  

      Many will accept book proposals directly from an author, although it is always wise to submit your work through a literary agent if possible. They not only know the market better than you do, they also will shepherd your book through contract negotiations and oversee it throughout the publication cycle.   

      Indies have now become a very important and active segment of the industry. That became so obvious to me when I attended Book Expo America in Los Angeles last June. As I have told many audiences at my frequent talks, an entire section of the display floor was devoted to indies. Seminars and special events were staged exclusively for them. 

Publishing on Demand 

      When it first began a decade or so ago, publishing on demand  (POD) was ridiculed and demeaned by many in the industry. I don’t know whether this was because existing publishers felt threatened by this new boy on the block or whether it was the result of the number of charlatans who jumped aboard looking for a fast profit from this new concept. 

      Over the years, most of the unsavory operators have fallen by the wayside, and the remaining field of POD publishers is gaining greater respect every day. Retailers in the past refused to stock POD-published book, but now most accept them, especially from those houses that have developed return programs. (Most houses charge authors an extra fee to participate in the return program.) Better reviewers, who also used to avoid POD books, now are beginning to review them, and occasionally a POD house places one of its books on the best seller lists. 

      The system is ideal for newcomers to our field. You submit your manuscript along with the initial production payment that usually starts around $400, but can climb as high as $1,200 depending on the company’s reputation and the bells and whistles you request. The house then prepares a cover; formats the interior text; and obtains an ISBN, barcodes and  Library of Congress cataloguing. It then prints your book, places it with one of the major wholesalers and with the three .com booksellers Amazon, B&N and Borders. These services are well worth the production fee. 

      You, the author, are able to purchase any quantity of books you wish at the price the POD house charges the wholesaler. You are also able to help set the level of royalty you receive. But understand that it will have to be relatively low if you want to keep your retail pricing competitive with similar books, for the share of the net profit taken by the POD house is usually quite high. 

      While POD is not a lucrative method of publishing and does require the production payment up front, you will generally end up with a financial return per copy that is similar to what you would get if you had followed the traditional path. You will, as in traditional publishing, have to pay for promotion, and I strongly suggest you not waste money on the promotional program the POD houses offer. They generally are a waste, a costly mass mailing of a canned press release that usually ends up in the editor’s circular file.  

Self-Publishing 

      Many authors have turned to self-publishing. While it represents a good deal of effort because you are the one doing all of the chores that I indicated the POD house does for you. For those who are shy about tackling the task, book shepherds are readily available. Shepherds can advise and guide you through the routines or if you wish, we can perform all of the tasks for you.

I would estimate that my clients are basically split 50-50 in their choice of the services they request. 

      The value of self-publishing is that you are completely in charge of your book. You make every decision from the conception and writing through the final printing and promotion. Although you must lay out funds up front to produce your book, every penny generated by sales is yours to keep. I decided to self-publish my most recent book because I refused to accept a low royalty and still have to cover all of my promotional expenses with little or no help from a publisher who is profiting from the book. 

Holiday Wishes for You 

      In 2009, we will begin a brand new cycle of Charlie’s Choice columns. They will range across the spectrum, tackling specific aspects of writing, publishing and promoting. There will be 52 fresh pieces to help you improve your abilities and your knowledge. 

       I sincerely thank the many, many subscribers who have remained faithfully with us all of this year and especially those who have written such supportive and appreciative notes to me. That alone is reason enough to continue the columns next year. So this is not the end. Instead, it is the beginning of a brand new series, and I invite you to stay with us throughout the next year. 

      Meanwhile, do have a joyous holiday season and a fulfilling and prosperous New Year turning out reams of highly saleable copy. See you next year. 

Keep Writing!  

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Weekly Tips to Help You Write,

Publish & Promote Your Books 

WRITING YOUR BOOK:

AN OVERVIEW AND SUMMARY OF EARLIER COLUMNS  

      This week’s retrospective column is a refresher on what we have learned about writing in several preferred genres. It is the second in the series of three summaries as we approach the end of the year and begin anew in 2009. 

      On March 26, we began our segment on writing advice and tips with a discussion of the novel. Throughout the month of April, we covered structure, character building, description and dialogue. One of the more important columns appeared on April 2^nd in which we looked at ways to structure your novel. 

      The essence of that discussion was understanding the function of the scene and its roller coaster flow of challenge, conflict, tension, relief as the protagonist struggles to overcome obstacles on the path to achieving his/her final goal as presented in the opening paragraphs of the book.  

      The column stresses the importance of motivation to make every action of every character throughout the book realistic and believable. There must be a reason for the character to act in a certain way, and those clues must be buried in the text well in advance of the specific action. In fiction, there can be no coincidences. 

      When creating powerful characters, it is necessary to understand them intimately, and we suggested a process of interviewing your fictional characters just as you would a live person and charting each and every characteristic. We also stressed how important it is to design defining characteristics for all of your major people, giving them a positive identification for the reader to remember. 

      Also key to defining your characters was the discussion of dialogue and carefully selecting a mode of speech that matches the overall essence of the character. The importance of detail in description was emphasized as we try to immerse the reader into the scene and make him/her feel comfortable with the setting and with the fictional people you draw. We also talked about the marked difference between “showing” and “telling.” 

Crafting a Nonfiction Book 

      We opened the month-long discussion of nonfiction writing on April 30 with an overview of the importance of selecting a topic in which you have a strong interest since you will be “married” to that book for an extensive period. We reviewed the importance of specialization and niche targeting. 

      The principal elements of a nonfiction book that we looked at are coherence, pacing, rhythm, style, description and accuracy. Just as a novel must flow smoothly, so the nonfiction book must move the reader compellingly but gracefully through its pages. In the case of a how-to book, we suggested you follow the prescription used in instructions that accompany a “do it yourself” project, and lead the reader step-by-step through the process. 

      Never forget that “content is king” in nonfiction. Obviously, the elements we spoke of in the last paragraph are key to creating a readable book, but the reason a reader selects a nonfiction work is to gain information. That calls into play a real effort at research and planning as you develop the book. 

      The May 7 column poses five very basic questions that you must answer as you think through your decision to craft a book. Using your answers as a road map, you can now begin researching the subject to complement the information you already possess. But first review a copy of Books in Print to ensure that the approach (or hook as we call it) you plan to use is fresh and not previously exhausted by others authors. 

      Reference librarians are unbelievably effective as you plan your research program. They have a huge fund of knowledge and know where to point you when you need more information. You may prefer to conduct your research on your home computer. The Internet offers an almost inexhaustible collection of facts, figures, trends and other information. 

      One thing you must remember is to be exacting in the words you use when referencing search engines. No generalities. Use specific keywords to bring up the info that is pertinent to your topic. For example, if you are writing about early spring flowers, don’t enter “gardening” as a key word. It is far too general. Home in on “spring flowers,” “early spring blossoms” or look up specific types like “hyacinths,” “daffodils,” etc.  

      It is as important to plan your efforts at research as it is to plan your book. Don’t ever be afraid of collecting far more info than you can possibly use. Exploring different aspects of your subject may possibly open the door to a fresh new approach that you never considered. 

      Carefully sort the information you gather, discarding whatever you feel is extraneous to your immediate subject. Segment the information you keep into specific aspects of the topic. This effort will more than pay you back for the effort you expend. Done properly, it will almost create a framework for your book and make writing so much easier. 

Targeting a Niche 

      In this age of specialization, it is important to become recognized as an expert in a given subject. We call this “branding.” It is little different from the branding on cattle used to identify their ownership. In our case, branding identifies us as experts in a given field of interest. You will find that journalists will begin to contact you for guidance and comments when they are writing about your specialty.  

      In terms of selling your work, it is often far more effective to zero in on a specific category of reader than to utilize a shotgun approach and attempt to reach a broad cross section of readers. The key is to target those people who have a particular interest in a given subject and therefore are strong potential purchasers.  

      Selecting a niche is very much a part of planning your book that we spoke about above. It is likely that once you are established with the first book, you will want to go on and expand your writing with articles and future books in that specialty.   

      Several columns published in the July blogs are devoted to the specialties of writing a memoir and crafting travel stories. These are both a great deal of fun to write. They are similar because they both draw on specific events you have experienced, although, of course, writing a memoir will be a far more extensive challenge than creating the story of a single travel adventure. 

      In June we discussed freelance article writing and the specialty of business (or commercial) writing, both in-house on a contract basis or as a freelancer.  

      Now that we have summarized coverage of two of the three major categories (writing and promotion), we’ll turn our attention next week to refreshing your recollection of the many columns that were produced on the complex subject of publishing your work. That will round out the year as I explained last week and allow me a breather over the holiday week to plan for 2009.

See you in a week.  

      Keep Writing! 
 

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Weekly Tips to Help You Write,

Publish & Promote Your Work 

PROMOTING YOUR WRITING:

AN OVERVIEW AND SUMMARY OF EARLIER COLUMNS 

      For the past seven weeks (Gosh, how the time races by), we have together explored most of the basic avenues authors use to promote their books. Today, as 2008 nears its close, I’m going to summarize all of what we’ve discussed on the subject. The following two weeks will be devoted to refreshing your memories about the information you received from the columns on publishing and on writing. And on New Year’s Eve (Wednesday December 31), I’m going to take a bit of a break to catch my breath before embarking on another 52 weeks of 52 columns. 

Getting Out of the Gate 

      Way back in early October, I began the seven-part series on promotion with advice on how to organize a marketing and promotional plan. A number of outstanding reference sources were listed to help you with the task. They included web sites and books by distinguished authors and publicists like Dan Poynter, Patricia Fry, Fran Silverman. Bill Stoller and Brian Jud. 

      If you never took advantage of the compendium of promotional knowledge found in those columns, go back and read at least several of them to sharpen your skills in introducing your work to the reading public and to branding you as an expert in what you write about. 

      Our coverage of promotion started early in the production cycle with a strong emphasis on pre-publication requirements. We encouraged you to begin sending out releases about your forthcoming book at least three to four months ahead of the book’s actual release date. The importance of Advanced Review Copies (ARC’s) was explained along with the need to move those copies out to the major and most impressive reviewers to give your book a jump start among industry professionals and book buyers in libraries and the retail world. The creation of an effective press kit, both online and in print, was also covered. 

       The subject then shifted to a more detailed analysis of pitches and press releases to help you get the word out to the public as launch day approaches and beyond. We discussed the importance of targeting your messages to get the biggest “bang for your buck” by reaching people who have a particular interest in your book and its subject. That’s called niche promotion, as you undoubtedly remember. I showed you the standard release format used in the journalistic world and pointed you to several of the better press release distributors on the Web to get maximum exposure. 

      That led us to four columns that delved specifically into the key avenues available to get the results and sales you want. We began our analysis of the best methods of gaining exposure in print media by explaining the difference between consumer periodicals and trade journals and the function each could offer you. You were pointed to several outstanding sources for information on print publications, the Writer’s Market and The Wooden Horse directory. Since the bio box is the key to attracting readers to your web site or landing page, we spent some time together understanding the way to make the box sizzle. 

Maximizing the Web’s Potential 

      The following week we turned to the Internet and exposed you to the incredible power of article distribution on the Web. (I made the assumption by that time that you knew about and had already created a web site for yourself and/or your book.) At no cost or with a very minimal charge, you can reach literally hundreds of thousands of people by posting articles that you write on one or more of the many article distribution sites on the Web. Most consider ezinearticles the number one distributor, but we also introduced you to others as well. Isnare is one that I use frequently to supplement ezinearticles,  my primary distributor. 

      Using Internet article distribution is a superb way to target a specific niche. The distributors sort their postings by subject and allow you select the topic under which your article will appear. In fact, many experts recommend article distribution as the most effective means of promoting a book. 

      The blogosphere is the newest and one of the most effective promotional tools on the Internet. Blogging came into its own only a few years ago, and today has surpassed all expectations. You learned about the advantages of blogging for authors and how to get your blog started with free set-up programs like Google’s Blogger.com. I also pointed out various opportunities to generate income from your blog.  

You’re On the Air 

      We discussed the role of the producer in broadcast and how central he/she is to your chances of getting on air. You then learned how to open the door to appearances, and how valuable even small stations with local or regional programming can be. Broadcast is very different from print  publicity, and you have to know how to take full advantage of the remarkable power of radio and television. 

      There are coordinated actions that are important to getting the greatest benefit from your broadcast. For example, I point out the importance of reaching out to bookstores within the range of the broadcast signal so they can prepare for the hoped-for sudden increase in demand a strong broadcast can generate. 

      Last, we turned our attention to signings and speaking engagements, both of which are very much a part of any book promotion plan. While a signing or even a speaking engagement may introduce you to only a handful of people, the intimacy of meeting you, the author, first hand and in many cases obtaining a personally signed copy of your book will generate days of highly valuable word of mouth publicity. 

      Yes, these events can be a bit disruptive, interfering with your regular writing routine, although I really enjoy speaking and meeting other writers and wanna-bes. Some authors argue that they are not worth the time and effort. I disagree. I have seen sales spike after a talk and signing even when I have stood before an audience of only perhaps ten people. My advice to every author is never let an opportunity pass you by. The aggregate of the times a potential buyer hears or reads about you and your book is what will finally compel him/her to buy. The general belief, based on several research studies, is that it takes seven to eight contacts before a person makes the final decision to buy. So try hard to be everywhere. 

      Next week, we’ll refresh your memory of  the writing columns that have appeared. See you then. 

      Keep Writing!  

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SIGNINGS AND SPEAKING ENGAGEMENTS

ARE EFFECTIVE TOOLS TO PROMOTE YOUR BOOK  
 

      Authors intent on increasing sales of their books never limit themselves to one or two promotional venues. They recognize and exploit the advantages all promo avenues offers. For example, it is far too easy to dismiss book signings, as some writers do, because they don’t generate huge sales.  

      Critics of signings claim the return is not proportionate to the time spent at the signings. What they don’t consider is the impact of personally interfacing with potential readers. There is no more effective way to promote your book than through word of mouth publicity. A person attends your signing, meets you and can’t wait to rush out and tell friends about that experience. It may seem meaningless to you, but to many it provides excitement in their rather dull lifestyle. I have experienced sales spurts as long as a week following a signing and talk.  

      Each book you sell at the signing becomes a billboard generating potential new sales. The owner proudly shows the personally signed copy to others. That’s the kind of promotion no amount of money can buy. 

To Speak or Not To Speak 

      I don’t consider this a worthwhile question. Indeed I have no desire to attend a signing at which I cannot speak, although I know authors who have found simply setting up a table to sign and sell books has been quite successful. I believe the combination offers a lasting value. Your content gives attendees something tangible to talk about to friends who did not attend. A worthy talk always generates greater sales among those who are present. It’s a win/win situation, and to me, well worth the effort because of the residual word of mouth it generates.  

      Of course, the talk you give cannot be simply a pitch for your book. It must be informative, instructional and interesting. Speak about the topic you cover in your book, whether fiction or nonfiction. Or speak about the life of a writer, a subject that always fascinates an audience. Or select an aspect of writing technique and expound on that. I often talk about the massive changes in publishing, both structurally in terms of publishing houses and in printing and publishing technology. I explain how both have helped to open the door to wanna-be writers with simple and relatively inexpensive ways to publish what you write. 

      When you reach out to bookstores, libraries and the variety of organizations and groups that might be interested in your topic, your chances of booking an engagement are far better if you offer to speak. Send an inquiry to the person in charge of event planning for the group. You can find the correct name and address with a simple telephone call.  

      Ask whether speakers are permitted to sell books at the end of the talk. In almost all cases, it is permitted. Even it is not, but you believe the venue may be worthwhile, speak there anyway but be sure to inform your audience where they are able to buy copies of your book. The word of mouth created by your talk will justify the time and effort you expended. 

The Physical Setup 

      It is always helpful to get some idea in advance of the physical setup of the room in which you will speak. Ask the event planner when he/she schedules your talk to describe the room. Also ask his/her estimate of the number of people who will be likely to attend. Those two facts alone will give you a good sense of how to frame your talk. 

      Some speakers prefer to talk from a lectern. If you use notes, it is often easy to place them there to make them readily available. Frankly, I do like to have basic notes to keep me on track. But I prefer to carry them on 3 X 5 cards in my hand so I am free to wander about as I talk. I don’t like being glued to a lectern, and I never read a speech. 

      Request a table with a chair be set up at the rear of the room for signing. When you first arrive, place a display of your books and related materials on it. I like to set several copies out on the table along with bookmarks. If I have a promotion I want to publicize, I either prepare a flyer on my computer or hire a printer to do an even more professional job, and place those flyers on the table.  

      Right now, for example, I am promoting an end-of-the-year special introductory offer for newcomers to my book coaching program. My flyer offering a 50% discount for the balance of the year is always placed prominently on the table. You may want to have a blow-up made of your book cover and mount it so it stands up. I use a large poster touting the many awards the book has captured. You will find that a number of people will wander up to the table, read the material and even take a flyer or bookmark before the talk begins. 

Public Speaking 

      Your speaking events may vary widely. But whatever the venue or size of the audience, there are certain basic principles you should be following. 

• Understand the people who make up your audience and be certain your content meets their needs.  
  
• Make certain your presentation is developed in a logical sequence so it is easy to understand  
  
• Practice your talk out loud at home. Perform in front of a mirror several times. While you don’t have to memorize your talk (in fact you shouldn’t or it might sound stilted), know your subject thoroughly and the sequence in which you want to offer it.
  
• Remember always that your body language reveals as much as your words. Be and sound confident and sure of what you are stating.
  
• Maintain eye contact with everyone in the audience by regularly shifting your glance to specific people in different sections of the room. Don’t just gaze out blandly.
  
• Pace yourself so that you allow time for your listeners to absorb all of the info you are giving them. And don’t go beyond the time limits your event planner stipulated.
  

If you are concerned about honing your abilities as a speaker, the key to improving

is practice. The more you speak, either in the solitude of your bedroom or in front of an audience, the more confident and more skilled you will become.  

      You can, of course, hire a speech instructor to assist you. Or for a very minimal registration  fee and monthly charge, you can join your local chapter of Toastmasters International  (www.toastmasters.org) and participate in monthly sessions with a group of peers who are also struggling to improve. 

      Once you become a polished speaker, there is no end to where you might be invited to speak. Organizations are frequently eager to full their monthly meetings with interesting speakers. Check them in directories like Associations Unlimited or the Directory of Associations at your local library. Cruise lines often hire speakers and instructors to entertain their passengers. Click on www.speakerscruisefree.com for more information. Check out serviced clubs like Rotary, Kiwanis and Elks. 

      Organizing speaking events and book signings is a wonderful way to promote your books while having an awful lot of fun interacting with a wide cross-section of people. Next week, we’ll try to summarize the overall promotional effort we have talked about in the recent series of columns, and then move on to other activities that demand a successful writer’s attention. 

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Weekly Tips to Help You Write,

Publish & Promote Your Work 

TAPPING INTO BROADCAST

TO PUBLICIZE YOUR BOOK 

      Few promotional vehicles have the widespread audience of broadcast. With a 15-minute interview, you can touch a million or more people on the largest stations, both radio and TV. But to reach the highest levels, you start at the bottom and work your way up the exposure ladder to realize your dreams of a bravura performance on Oprah or any of the other top shows. 

      Any broadcast exposure, no mater how local nor how small, is worthwhile exposure. It will help you sell your books. A small audience of targeted buyers on a niche radio station can produce more sales than a heftier broadcast with many listeners who might not be interested in your subject. Just as important is the practice you receive as you polish your thoughts and your delivery on the smaller stations.  

Attracting a Producer 

      The key is to give the producer reason to believe you will be an interesting and informative guest. The way to do that is to devise the “perfect hook” for your particular expertise. The best hooks are soundbytes that can be used to attract listeners to the show. They are short and pithy, but tell your story effectively. Follow up the hook with a convincing query, and you will snare the producer if he/she is able to envision a powerful show developed around your hook.       

      Always remember that it is not your book, it is YOU that the producer, the host and the audience are interested in. Your book is simply the vehicle that expresses your expertise. When you are on air, it is your challenge to demonstrate it.  

      There are several ways to attract a producer. (I should tell you here that almost every broadcaster has a producer and it is he/she who is responsible for assembling the programs that the host then sends out over the airways. The producer is the person to contact.) 

      Of course, as in all types of publicity and promotion, there are highly competent professionals available with a stable of strong contacts in the broadcast world. If you wish to hire a PR professional, your task is to narrow your choices down to those that have the contacts with shows that would be likely to cover your topic. Professional help can be costly, but if you try to do it yourself, it will take some time to develop those contacts. Be careful not to allow yourself to be distracted from your basic task—writing—because if the publicity is effective, your audience will be looking for more of your work.  

      If you decide to try and reach out for a producer on your own, but don’t know the name, address or phone number, call the station and request them. Some authors make contact by sending a query letter directly to the producer. Another approach is to send a press release highlighting the unique hook of your topic and why you are the perfect person to discuss it.

Some authors cold call the producer directly. I don’t advocate initial phone contact with a busy producer, but there are stories of success using this technique. 

      All of these methods take time and effort. An alternative is to advertise in one of the several print magazines that are regularly sent to producers. Radio-TV Interview Report is one of the leaders in this field. It claims a circulation of 4,000 among producers looking to book guests, and is updated twice each month. Writers, speakers and others advertise themselves and their expertise on its pages. RTIR reports it has successfully placed more than10,000 advertisers on the air.  Click on www.rtir.com for complete information and pricing.  

Opening the Door 

      The goal, of course, is to gain as much word-of-mouth publicity about your book as possible. Radio and TV are ideal for that task. A listener hears an interesting program, talks to others about it and they all very possible buy your book. No it’s not that matter of fact. Only a small percentage of listeners will buy and possibly even fewer of those that the listener talks to. But whatever the percentage, it is bolstered by the fact that there is no more convincing publicity than word-of-mouth. The large reach of broadcast and the number of listeners it produces can stimulate a lot of welcome chatter.  

      As I stressed above, you must remember is that the show is all about you, not about your book. Before you contact a producer, you must develop that punchy and informative hook. An excellent way to study effective hooks is to watch a TV newscast. When the content stops for a commercial break, the announcer will throw out a hook to engage you so that you suffer through the ads while waiting for the interesting information that follows them. You’ve heard it again and again, “Stay tuned. Next we’ll give you the inside scoop on Sarah Palin’s borrowed wardrobe.” While I am no fan of CNN’s Wolf Blitzer, he does this particularly well. 

      Once you’ve created your hook, it will determine the balance of your interview preparation. You must think through the subject very carefully and highlight those aspects that you feel will be of interest to your audience. Listeners want to hear about issues related to your subject, not about you or your book. And that’s what the producer cares about. If you devote most of your interview to “hawking” your book, you will destroy opportunities for future appearances. The publicity for the book has to evolve from the occasional mention of it not as a pitch, but obliquely to clarify what your are talking about. 

      For example, the subject of my book The Writer Within You deals with writing and publishing for retirees and other seniors. But no one wants to listen to a dissertation on how to accomplish those tasks. They are interested in the end result. How it benefits them or helps to fulfill their desires. Therefore my topic might be “The value of your memoir to family members and future generations” or ”Supplementing your retirement income in these tough economic times by writing how-to articles based on the knowledge you gained during your career.”  Those are just two simple off-the-top-of-the-head examples of what I mean.  

      These are both very closely related to issues covered in the book, and will allow me to casually refer to something I wrote in the book. 

      This approach doesn’t apply only to nonfiction books. Fiction writers should search their text for themes and use them to develop engaging  content for the interview. Again, let me give you a simple example of what I mean. I published a novel Blood Bond several years ago. It is the story of two brothers from an Italian immigrant family and the bond that held them together despite horrendous conflicts. As a result, I might pitch a producer on an aspect of family relationships or the values of the tight-knit, matriarchal, first generation Italian family. Since the book is set in a deteriorating Northeastern city that during its thriving heyday attracted hundreds of immigrant families to work in its mills, I might decide to talk about the ramifications of an economic turndown. A very appropriate subject today. 

Maximizing Your On Air Time  

      Here are a few suggestions for ensuring that you harvest all the benefits

of your appearance on the broadcast and not disappoint your listeners. Know in advance the action you want your listeners to take. Make certain your book is available on Amazon.com as well as Barnes& Noble.com and Borders.com if and when the listener decides to buy it. If the appearance is on one of the major TV networks have an 800 phone line set up in advance to take orders. Your long distance provider can arrange that.

      Send thank you notes to the producer and the host. You may want to ask the producer for a testimonial and a taping of the interview, if it is available. Most important of all, book more and more appearances, for the results are cumulative. You may get off to a slow start, but the impetus will build as you continue actively, and book sales will certainly follow. 

      Next week we’ll continue our look at book promotion with a discussion of  the mechanics and promotional value of book signings and public speaking, both highly effective sales tools if used well. See you then.   

Keep Writing!   

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MAKING THE MOST OF THE BLOGOSPHERE

TO PROMOTE YOU AND YOUR BOOKS 

      Last week, we discussed how best to use the Internet to make the world aware of your book by circulating articles that you write. This week we shift gears to review the newest tool in an author’s promo kit and one of the most effective if used well. 

      The communications world has been dramatically—and it looks as though permanently—changed by the remarkable growth in the number of blogs. Technorati, the guru of blogging, reports that it indexes more than 1.5 million new blog posts in real time every day. Estimates of active blogs vary from 12 to 15 million and growing. 

      The blog serves a variety of masters. Some use it simply as a play toy, recording and reporting their daily activities or personal interests. Others feel it is a tool to express personal observations and circulate opinion. It can be used as an advertising vehicle to produce income. But it is best recognized by the public as a vastly important source of news and opinion, rivaling the print press. For authors, it serves the invaluable goal of introducing themselves and their work to thousands of people on the Web. 

Blogging for Authors 

      There are many strong reasons why authors should create and maintain their own blogs.

Readership of blogs is growing by leaps and bounds. Approximately 60 million Americans now read blogs. They are dynamic with content constantly changing in contrast to web sites that are informative, but static. 

      The only costs a blogger has are time and brain power. Most experts believe that search engines give preference to blogs in their rankings. The blogger community is close knit and bloggers freely support their peers.  

      Book review pages are fast fading from newspapers as more and more papers have either condensed their coverage of publishing or eliminated it altogether. Bloggers help to fill

this  void. 

Planning Your Blog  

      The two “C’s” to a successful blog are Consistency and Content. You must blog on a regular schedule whether it be daily or weekly, and you must maintain that schedule religiously. Surfers seeking information come to know and rely on your blog and want to know when they can expect new posts. Many of the leading bloggers, particularly those involved with current news,

post throughout the day every day as news breaks. If you are not prepared to devote the time and energy, don’t begin.  

      Plan your blog carefully. Select a topic in which you have both interest and knowledge enough to carry for a lengthy period of time. You’ll be doing many, many post. Be sure you can sustain them. For example, every week I write an informational column on writing, publishing or promotion (Charlie’s Choice) surrounded by four to six short articles about current industry news. To find the best news briefs, I scour a number of writing publications throughout the week.  

      Once you pick your topic, create a punchy title that reflects it. The content of your posts must be consistent with that subject so stick to your primary topic when you post. Since surfers identify you with that subject and come to your blog to find it, they are seldom interested in extraneous musings. If you are not a news blog, but want to comment on a news event, tie it in some way to your topic. 

      Write in a chatty, informal style. Blogs should be easy reading. Try to put some “spice” into your content. Don’t simply report on an event or a trend, put a “spin” on it. Comment on it. Express your opinion. 

Getting Recognition 

      Try in a variety of ways to develop comment from readers on your blog. Ask a question. Include some controversy. Perhaps even mount a short survey occasionally. Include an area for visitors to post. 

      You in turn should be posting commentary on other blogs, particularly those that deal with your chosen topic. Post your comment and sign it with some identification that will make readers of that blog aware of yours.  

      Don’t be frightened by controversy. Readers enjoy it. Just don’t write emotional tirades; a blog is not a soap box.  Never be afraid to use someone else’s pertinent quote, but be certain to give the person and the publication complete credit. You can comment on it if you choose.  

      When you have the time, review books on your topic written by other authors. Whenever possible, link your posts to a current event. Be certain there is a legitimate tie-in to your topic. Just last week, for example, my lead post was about the Presidential election. Since my blog pertains directly to the writing and publishing fields, the aspect of the campaign I chose to comment on was the abuse of the airways by candidates who produced commercials and broadcast statements that they knew were blatant untruths. 

Getting Started 

      Launching a blog is a “piece of cake.” Perhaps that’s one of the reason why so many have proliferated. You can find free programs that include ready-made templates and complete directions. Your blog can be up and ready to post within just 15 minutes. 

      For those of you who want to customize your blog and create a more professional look, consultants are available who will prepare it in its entirety. All you have to do is post your copy to the final product. Or you may prefer to have your consultant do the posting. Many non-professional bloggers as well as those who prefer to spend their time researching and writing pay their consultants a modest fee to do the posting and maintenance. 

      Most experts seem to agree that Blogger (www.blogger.com), a free blog creation program owned by Google, is the easiest and fastest program to use. It offers users a three-step process. First you create an account. Next you choose a name for your blog and then select from the many templates that Blogger offers. You are then ready to post. The site has a detailed and easy-to-follow help section. 

      To post on Blogger, you enter your text into designated box with what the program calls its Editor’s Tool. Once you are comfortable with the post, you click on “Publish,” and the post appears on the top of your existing blog as its latest addition. Other popular free programs include www.wordpress.com and www.livejournal.com.  

      For those who want greater sophistication and a more customized professional appearance, a widely used program is www.typepad.com. Its fees start at $4.95 per month for the basic program with options to buy more sophisticated technology in higher level programs. The company also offers a posting service. Click “Blog Creation Programs” on your favorite search engine to find many more programs. 

Creating Income 

      Your blog can also serve as a tool to generate income. You can join an affiliate program in which you allow advertisements of selected products on your blog. When an item is sold, you receive a commission, usually a percentage of the selling price. Click on www.clickbank.com,

one of the leading affiliate sites with more than a thousand products to select from. That may help you better understand how the affiliate programs work. Amazon also operates an affiliate program with author blogs.   

      Once your visitor volume increase substantially, you can begin to solicit banner or display advertising for products that are relevant to your topic. However, you must have a solid following to be able to convince an advertiser to work with you. Click on “Web Advertising Agencies” to find them. Also consider using the AdSense program offered by Google. Yahoo too offers a search marketing program. 

      Those of you who are serious about becoming part of the active blogosphere should consider subscribing to www.bloghology.org, a magazine devoted to blogging. 

      Next week, we continue our look at book promotion by turning our attention to the world of broadcasting and how radio and television can promote your writing to a broad cross-section of people.   See you then. 

      Keep Writing! 
 
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USING THE WEB TO DISTRIBUTE YOUR ARTICLES

AND PROMOTE YOUR BOOK TO THOUSANDS 

      Writing and distributing your articles on the World Wide Web is one of the great bargain opportunities of modern day promotion. At little or no cost, you are able to send your thoughts—and even more important—a bio box with information about you and your book to thousands of web sites, blogs and individuals around the globe. 

      The bio allows you to add a strong sales pitch to the straight-forward article that you write. You can use the content of the box to advance your reputation, that is to brand yourself as we have discussed in other columns. Or you may use it to promote sales of your work. Of course, you can also combine both in a single bio box. 

      You will be overwhelmed at the response you receive if your article is thoughtful, well written and informative. Surfers seeking information on the subject you write about will reach out to you to buy your book if they are impressed by the quality of your article, so it is important to take pains to produce an impressive article. It serves as your calling card, inviting readers to participate with you in other ways, on your web site, buying your books, joining your mailing list, etc. While the subject matter of the article does not have to be the same as that of your book, it certainly is more effective and will produce stronger results if they do match. 

Targeting Your Niche

      There are a number of ways to circulate your writing on the Internet with varying results. If yours is a distinct niche subject, widespread dissemination really is a waste of time and effort. You would be far better off targeting precisely those sites and blogs that deal with your topic. Since the number will be far more limited, you should research the most effective targets and send out your articles specifically to them yourself, not through a distributor. 

      Begin your research by reviewing the web sites that appear on the first two pages of your favorite search engine when you enter the various keywords that are applicable to your subject. For example, if I were seeking the top sites for my subject, writing in retirement, I would enter “retirement,”  “retired,” “retiree,” “writing,” “publishing,” “writing a book,” “writing in retirement,”  “learning to write,” and similar appropriate words and phrases. 

      Open up each listing and study the site to see whether it correlates to your subject. It very well may not.  When I enter “retirement,” I find a broad array of sites, many of which deal with completely disparate issues like financial investing for retirement.  

      Prepare several articles so that you don’t send the same one to each of the targets you have selected. Write a cover message offering free use of the article and explaining why you think it will be of benefit to your target’s readers. Invite your target to link to your web site to provide additional information for its readers and offer to send future articles if they would like to have them.    

Article Directories 

      If you feel that your article has a broader appeal, consider sending it out into that vast cyber universe of millions of readers and sites. This can be done inexpensively and expeditiously thanks to the development of article directories and consolidators.  

      These companies review your piece. If it meets their standards (and some have few if any requirements), they will categorize the article by subject and post it on their own site. It will then be sent off to literally thousands of other locations throughout the world. Understand that many of these potential recipients may be of no value to you, but because the article has been placed in a specific category, most who make the effort to open it will find it of interest. 

      The directories generally charge little or nothing for this service. And the articles are given free to users. You benefit, of course, from the vast exposure you receive. The directory makes its money principally from advertising on its site.  

      The key to success in article distribution is writing quality pieces that will attract readers. While these articles can give your listing on the search engines a powerful boost, it is important to think in terms of writing for your audience, not for purposes of search engine optimization. SEO will follow if you have written well and if your work appears on sites around the world.  

      The normal procedure to become a participant is quite simple. Click “article directories” on your favorite search engine.  Select the directories you want to work with and enter their sites. There you will find information on registration, as well as the specific requirements of each directory and the procedures you must follow to participate. 

      One of the most popular and most effective directories is www.ezinearticles.com. Christopher M. Knight operates the site with his large and capable staff as a helpful and welcoming environment. Writers are given regular tips and encouragement. There is no charge for participation. Once you have established yourself, you may be elevated to “Platinum” level and can submit as many articles as you wish. All articles are reviewed and edited before publication.

      Among the directories that require a fee, my usually choice is www.isnare.com. The fee is minimal. It ranges from a high of $2 per article down to 83 cents depending on the quantity you submit. You purchase credits in bulk. Five credits will cost you $10 as an example. You then draw against your credits as you submit. It is a well respected directory and has proved quite effective for me. 

The Bio Box 

      Take great care as you create your bio box. It is this element of the article that will bring readers to your web site or your landing page if you are selling books. Your copy should be a simple, direct sales pitch. You have the option of simply stating your credentials. Or you can use the contents to pitch for book sales, coaching or other income generators. Bio boxes vary greatly in their approach. Some are very straight forward giving only contact info. Others attempt to sell.  The most important advice I can give you is don’t be shy about promoting yourself or your products, but keep your content believable. Be factual. Don’t over praise yourself or your work, don’t make unrealistic promises and don’t oversell. 

      Distributing articles that you write is considered by most experts to be the best way to build recognition for you as an expert author and attract visitors to your web site and buyers to your books. Done well, article distribution will enhance your position on the search engines and create incoming links to your site from blogs and other web sites, introducing many new surfers to you and your work.  

      Be consistent. Try and place several articles every month. Better yet, set a schedule for at least one a week. They are generally short and relatively easy to write since they deal with the subject matter in which you specialize. Average length of an article is 800 words. You can write fewer or more, but directories generally prefer you stay above 500 and below 1,200 words. 

      Next week we’ll turn our attention to the blogosphere. Like article distribution, blogs can generate great interest and make the world aware of you, your expertise and your work. They have grown exponentially and that growth seems still to continue with no end in sight. As a writer, you should produce a blog, and we’ll show you how to do it in next week’s column. See you then 

Keep Writing! 

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      Last week we discussed press releases and pitches as well as the best ways to distribute them. Now we’ll move on to another highly effective form of promotion for you  and for your book. Each time you write an article that appears in either a print publication or on the Web, there is a bio box at the end designed to let you extol your wonders and those of your work. You will be amazed at the response you receive when you use this technique.

Print Publications

      As any freelancer will tell you, placing an article increases in difficulty in direct ratio to the size of the readership of the publication. Therefore, it is wise to begin your efforts with smaller magazines and newspapers. Even print newsletters, if they are appropriate. You do not have to restrict yourself to writing only on the subject of your book, although that is preferable because it not only promotes your book, but helps establish you as an expert on the subject.

      You sell first-time North American Rights to the publication (most only request this right). That leaves you free to resell the article to other publications once it has been published by the initial purchaser, and multiply the income it produces.

      Step one is to head to the library and review one of the better periodical directories. My favorite is Writer’s Market, published by Writer’s Digest Books, a division of F+W Publications. If you’re going to continue doing placements, it makes great sense to buy this inexpensive directory. Written by article writers for freelancers, it is simple  to use. It supplies you with the publication’s web site, contact information, circulation, payment info, specific columns and sections and general tips for submission. All of this is treasured information for a freelancer.

      In addition, I strongly recommend you subscribe to The Wooden Horse (www.woodenhorsepub.com), a database of more than 2,000 magazines developed by periodical guru Meg Weaver.  There are several other worthwhile directories that can be found on the Internet. Click on your favorite search engine to find them. Once you’ve determined your target publications, go to a bookstore and buy a copy of each magazine or newspaper to study.

      Most magazine editors prefer that you submit a query letter outlining your article and giving a bit about your qualifications to write it. Keep the query simple and direct. No self-serving platitudes. If you have a legitimate comment about the piece from a prestigious source, add that to the mix. As a strict rule, always let others praise you. Accolades should not come from you.

Consumer Publications

      These are generally a bit more difficult to place in than trade journals. However, there are many smaller regional and even local consumer publications in which placement is a great deal easier, and will give you the credentials to reach out successfully to larger magazines. The Writer’s Digest divides its listings into a consumer section and a trade journal section. Within each, the publications are categorized by the market they serve, so it is very simple to find the publications you are looking for. Wooden Horse does the same.

      Most listings will tell you the preferred method of querying. Today, editors generally prefer e-mail over postal mail. I too much prefer to submit digitally. The ability to respond is much easier and faster for the editor, as is the ability to file the query for later reference. But be certain to check in the directory listing and follow the instructions it specifies.

      Three keys will tell you whether you should query a specific magazine: the pay scale, the circulation level and any comments in the listing that states only experienced writers will be considered. That will immediately tell you whether or not you are wasting your time submitting. Now don’t take this as suggesting you shouldn’t reach for better and better publications, but I suggest you start small and build.

      Newspapers fall into the category of consumer publications. At some time during the week, most dailies include sections on food, nutrition, senior living, real estate, health, travel and more. These editors welcome well written, informative pieces. Call the newspaper and obtain the name and e-mail address of the editor of the section. When submitting to a newspaper, send the entire article, not a query. Newspaper editors are far too rushed to deal with queries and the response time they require. 

      Newspaper pay scales are generally below those of the magazine world, but acceptance is usually easier. Because all but a handful of newspapers circulate in a proscribed region, you can feel free to send your piece to a number of papers at one time. Just be careful of any circulation overlap. Check a copy of the paper to see the preferred length of the articles it uses and the style. If it is a paper from a more distant region, you can either order a copy by phone or mail or probably find the column in the digital editions on the Internet.

Trade Journals

      This group of business and professional publications is ideal for those of you who are currently working in a specific field. It is perfect for retirees who have spent most of their working lives in a specific occupation, and would now like either to continue to play a relatively active role in their specialty or bolster their finances in these difficult economic times. Those of you who are expert hobbyists can find many journals that deal with hobbies.

      In checking, you will find many trade journal that are categorized in the same field as consumer magazines. Look at some of the consumer publications in the sports field: Skateboarder, Field & Stream, Golf Digest, Bike Magazine, Junior Baseball and loads more. Now see the difference in trade journals that deal with sports subjects: Golf Course Management, Ski Area Management, Thoroughbred Times, Referee, Boating Industry International and many others. As you can see, the trades deal with the business side of the subject.

      When I actively freelanced articles, I became an expert in gaming, and was asked by a number of editors to produce articles for their trades. But my expertise was limited to only the business side of the industry. I not only didn’t know how to play craps or any other table game, I wasn’t able to handle the more sophisticated slots. I would wander through a casino floor intent on evaluating concerns like the ratio of table to slot players while everyone one else was having fun and either making or losing money.

      Trade journal editors are far more concerned with content than they are with style and writing ability. They are able to edit and bring an article up to their standards. But what they really need is content written by people who know the field intimately and can produce information that is of value to their readers. So your query must convince the editor that you have the knowledge, and you probably will get the assignment.

The Bio Box

      It’s called by a variety of names, but its function is always the same. This is your chance to present yourself and/or your book in the best possible light. Promote your web site if you have one. Direct the reader to places where your book can be purchased. Present whatever information you feel is germane and helpful to branding yourself as an expert and to building  sales of your book.

      Just as this week we covered promoting your book by writing articles for print publications, next week we will discuss using article distribution on the Internet to reach potentially hundreds of thousands of readers at little or no cost to you. It is considered by the experts to be perhaps the single best means of promoting your book. See you then.

Keep Writing! 

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GETTING THE WORD OUT 

      There’s a great big world out there, but if it doesn’t know your book exists, your cash register will never ring. Now that the pre-publication tasks we spoke about last week are completed and the press is rolling with your first edition, all effort must center on announcing the availability of your masterpiece. And that effort must continue on long after publication date.  

      The task should be multi-media. It should reach both on and offline publications, ranging from Google and Yahoo news to the Los Angeles Times, from ezine articles.com to both general interest and niche magazines. And of course it must include broadcast and at least one of the social media networks. Over the next few weeks, we’ll look at some of the tools you will use to create this far reaching promotional program. 

The Press Release 

      This overworked, but often abused, messenger is designed to inform, not sell. It is used to announce publication of your new book, as we mentioned last week. Or it can announce receipt of an award, a signing or talk that is to take place, indeed any happening or event that is of interest to the people you hope will buy your book.  

      The release must contain news not fluff if it is to escape the waste basket. Busy editors and reporters can often spot fluff at once in the headline or first paragraph.  

      Since the release is going to journalists, it should be written in the no-nonsense style they usually employ. Follow the KISS rule: Keep It Simple, Stupid. While many newspapers today lean toward an anecdotal opening in their news stories, the press release should follow the tried and true rule of including what, when, where, why and how in its first paragraph. 

      The headline is key to the success of your release. It must grab the editor’s interest at once. A quality headline should be punchy and exciting and informative. That’s a mighty large task for just a few words. However, it’s well worth your effort, since the headline makes the difference between life or death for your release. 

      I use this example in my latest book The Writer Within You: 

                  LOCAL AUTHOR WILL TALK ABOUT HIS BOOK

                  AND THE THRILL OF WINNING THE PULITZER PRIZE 

Stop and think about this simple declarative sentence. The word “local” always intrigues an editor in a specific geographic area. The event you’re publicizing is the talk you will give. And the spice that will raise this release far above the others is the award of the Pulitzer. This simple sentence contains the three elements that make the difference between publication and the wastebasket. 

      To achieve the best results, address your release to a specific person. Sending it by e-mail saves time and money, and guarantees the person you are targeting will actually see it, not some low level mail clerk or assistant. Check the web site of a publication to determine the most logical editor to submit to. Once you’ve picked the TV or radio program most likely to offer you coverage, determine the key producer for your subject matter. If the web site doesn’t contain the info you need, call the publication or the station to obtain the right name.  

      The way the top of the release is formatted is important. I suggest following the standard in the industry: 

For Immediate Release    CONTACT:  Bill Smith

                                                       (201) 000-000

                                                       bsmitty@ xxyyzz.com 

            HEADLINE:XOXOXOXOXOXOXOXOXOXOXOX

  XOXOXOXOXOXOXOXOXOXOXOXOXOXOXOX 

This format stresses the urgency of the release and gives the reporter working the story a source for any additional information needed. 

The Pitch 

      A close relative of the release is the pitch. The message it carries is a call to action. It is very brief, sometimes written in outline form when it is used to invite coverage of an event. Whether an outline or a brief letter, it too must cover the what, when, where, why and how to make it easy for the editor to schedule that coverage.  

      The pitch can also function as an invitation to the editor or producer to interview a fascinating personality (You?). It is sent in letter form, but brief and to the point, explaining why you will be an exciting and informative interviewee. It is wise to have a third person, possibly a friend or relative posing as your publicity director, send the pitch. It is hard to write about yourself. Praise from a third party is far more effective. A press kit should accompany this pitch to provide information that supports your brief pitch letter.  

      A variation of the pitch is the media alert. This is a follow-up as an event grows near. This always is presented in outline form. Under the heading MEDIA ALERT, all information needed by the editor is outlined, specifically What, Who, Where and Contacts. 

Press Release Distributors  

      A number of companies exist to distribute your press releases from coast to coast and even world wide. They distribute electronically on the Web, and reach thousands of outlets. Of course, these have value only when your release is of broad interest. They are a waste when announcing something as local as a book signing or a speech.  

      Some distributors are free, while other charge a fee. Some will write the release for you, but the majority simply send out what you have submitted. As in so many other areas, you get what you pay for. There is a difference in the quality and breadth of distribution. There is nothing to stop you from using a mix of distributors. It is important to review the specifications each distributor requires, for they vary.   

      The “Cadillac” of distributors generally is considered to be PR Web (www.prweb.com).

Fees range from $80 for basic distribution to $360 for a program that uses a combination of Associated Press distribution and embedded video. 

      Some of the free distributors can be very effective. I have had success with PRLog (www.prlog.org). Their releases are sent to Google News and usually SEO indexed quite high by Google. Express Press Release Distribution (www.express-press-release.net) offers free service without links. For $29 per release, it offers links as well. It is one of the oldest, established distributors in the industry. 

      You can also find specialized distributors. For example, Wondervoice (www.wondervoice.com) will distribute your OpEd piece to a maximum of 500 newspapers. The fee is $19.95 per month or $129.95 for a year.  

      So you see there is no excuse not to get the word out on your book and your events by using these simple tools .And there are many more distributors that you can find by clicking on “press release distributors” in your favorite search engine. 

      Next week, we’ll look at the world of article distribution. We will discuss individually submitting articles to publications, both consumer and trade on and offline. And we’ll look at broadsided article distribution using article aggregators on the Web. See you then. 

Keep Writing!

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GOING IT ALONE—

DEVELOPING YOUR OWN PROMO PROGRAM 

      Last week, we shared an overview of the challenges inherent in promoting your book effectively. We did a brief evaluation of the costly road of hiring a professional PR firm to develop and handle the campaign in its entirety and compared it to the budget-conscious approach of doing it yourself. 

        Now let’s look at how you can create an volume-effective and cost-effective multi-faceted campaign on your own, possibly supplemented with the limited help of a consultant for selected specialized activities. A campaign that should begin well before your finished book rolls off the printing press, so begin molding it long before your book rolls off the press.. 

Pre Publication 

      If you do not already have a web site, you should create one six months before publication. The goal, of course is to promote your book. But to attract readers, the site must be chock full of other valuable information that is pertinent to writing and publishing. In those early days, information must dominate. It cannot be just an exclusive sales pitch for your forthcoming masterpiece.  

      You’re a writer, so it should be easy to write articles on key subjects to place on your site. In them, refer from time to time to the material in your book. Do it unobstrusively as part of the information you are passing along. (I.E. My forthcoming book “Writer’s Special” points out…..) The articles must be informative, not sales oriented. Devote a page on the site to your bio, stressing your qualifications to write your book (education, career, other experience, family background, etc)  

      Create a special page on your site to sell the book. There you can wax literary about the wonders of the information you offer or, if fiction, the fascinating story it relates. This is what we call a “Landing Page” because when you are ready to take orders, your publicity will steer people directly to this page. Make sure to place a photo of the book’s front cover on this page. Also be sure to include a Press Room page. We’ll show you what to include later in this article. 

      I strongly suggest that you retain a professional to do your cover and to design and program your site. Both are very exacting specialties. Doing them right will multiply your sales ten fold. They may well be the best promotional investments you make. We will delve into the details of setting up a web site and using the Internet to promote your book in greater detail in future columns. 

Advance Review Copies (ARC’s) 

      If you are published by a traditional publisher, make absolutely certain ARC’s go out on time and to the right media. If you are with a POD house or self-published, you must schedule printing advance review copies (ARC’s) of the book at least three months in advance of publication date.  

      These copies will almost identical to the final book. They can be bound galleys or pages in final form bound in a cover. I much prefer the latter. The cover will include the line ”Review Copy – Not Fully Proofed.”  Your regular printer may have the capability to print these short runs digitally. (You only need about 50 to 75 copies.) If not, you must use a digital printer. There are many who specialize in ARC’s. 

      The top reviewing publications, those whose imprimatur on your book means big sales volume, insist upon receiving ARCs at least three months prior to pub date. These are reviewers like Publisher’s Weekly, Library Journal, ForeWord and Kirkus, among others. Use the balance of your ARCs as pub date grows closer. Always remember that reviews are particularly effective because they reflect the views of an allegedly objective outsider. 

      Extracts from the comments you receive from your early reviewers are what you will print on the front pages of the book prior to the table of contents. You will also cherry pick the very best for the back cover. 

Creating Your Press Kit 

      It is also important to create a press kit, both in print and online in your web site early on. The print copy is needed to accompany the ARCs when they are sent out. The online kit is a base where anyone—reporters, potential readers and reviewers—can find detailed information about the book and about you. 

      The primary goal of a quality press kit is to entice the reader and make him/her want to see your book. Secondarily, it must serve as a source of information for reporters or reviewers who need more background information than to supplement your press releases about the book. 

      The only cost in creating the kit is the twin-pocket folder in which you place it. Buy them in bulk at your neighborhood stationery store or at one of the chains. They don’t have to be fancy. I buy the least expensive I can find as long as they are relatively sturdy and are in decent colors. If you have business cards, use them in the cut-out slots. 

      In one pocket of the folder, I place all background material: my bio, the motivation for writing the book, a short overview of the book, a bulleted Quick Fact sheet that gives full details about the book, a sheet of suggested questions for interviewers, a sheet explaining the book’s potential and of course any additional meaningful info you want to disseminate. All of this is free, printed on your computer.  

      The left hand pocket usually carries copies of favorable reviews, a sheet of endorsements I have received from recognized experts in publishing or in the subject of my book. If you don’t have many reviews by the time you distribute early ARCs and press kits, split up the material on the right side and intersperse it behind whatever reviews you have been able to secure. But do start reaching for whatever endorsements you can find as early as possible so you have material for your kit. 

Making the World Aware 

      Once the early ARC’s are circulated, you must begin to think about creating interest, and turn your attention to the media. If your publisher is a traditional house, you may get some assistance with these early chores, but be sure you do…or tackle them yourself. Don’t waste your money on the PR programs offered by POD houses. Most of them are totally ineffectual and expensive. 

      An initial announcement of the forthcoming book should go out about two months prior to pub date. It should stress the hook, that special uniqueness of your book and talk a bit about your qualifications to write it. Determine the right publications and the right editors to harvest real value from your print release.  

      To distribute the release digitally, you can use any of the press release companies that you find on the Internet, but know that you get what you pay for. Most of these companies charge. Some have initial setup costs and monthly fees. Others charge by the release. Check out their general distribution to determine whether or not they are suitable for your book. We’ll talk more about releases and pitches in future columns on promotion. 

      If your book is strictly a niche publication, you may find these general distributors are really a waste. It can be perhaps more work and possibly a bit more money, but you can hit the bullseye by targeting your niche exactly. There are many lists of specialty publications and specialty web sites and blogs. Those are the lists you want to use. Again, we’ll look at that more closely when we discuss media contacts in later articles on promotion. 

      A very effective way to begin developing early interest is to write and distribute articles. That can be done for little or no money by using the Internet. Write principally on subjects your book covers. However, no matter what you write about, the bio box at the end of the article must bring readers to your web site or sales page for the book.  

      Write well because the quality of your article can either turn off readers or entice them to buy your book when it is published. When we cover the subject of  distributing articles, we’ll give you leads to the best article directories and press release distributors to place your writing on thousands of web sites and blogs around the globe. 

      Over the forthcoming few weeks, we’ll continue to discuss various elements of promotion. Next we’ll look at releases, pitches, articles and other techniques to place you and your book in the media both on and offline. See you then. 

Keep Writing!   

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