Charlie’s Choice 

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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