November - It must be time for writing something

While writers everywhere are participating in NaNoWriMo, I decided I wanted to participate in a writing exercise of a different sort -- NaBloPoMo, a program run by Blogher.com (National Blog Posting Month) -- With it, I vow to blog each day in November with ideas for publishing, writing and marketing. Thank you for spending your time on my blog; I hope you find it useful.

Since November 17, 2014 marks the 10th year my company has been in business, it seemed like as good a time as any to get back to blogging.  

I looked back at some of my previous blog entries about publishing, writing, marketing and running a business to decide what might be missing, or changed, since then. I decided that if a new author spent some time on my blog, they might find ideas that would help them make better decisions about publishing and marketing.  Not bad, but I have more to say.  

My goal this month is to provide marketing ideas for authors.  Yes, some of them cost money. Yes, some of them require some effort besides signing up. And yes, some of them are bigger and better than others.  However, my goal is to get you doing at least one thing each day to market your own book(s).  

You might think my November 1 entry about future entries is kind of a cop out, and in a way it is.  I always tell writers to just sit down and write something to get them started.  I'm no different.  

No matter what you are writing this month, remember that there are others exposing their thoughts, vulnerabilities, dreams, stories and lives. That should make it a little easier to share your own.

See you tomorrow.

Marketing - Day 2 - Describe Your Book

You'll need to provide descriptions of your book for various purposes. You'll need it for your back cover, your sell sheet, descriptions for your wholesaler, book sellers, catalog listings, press materials, and your verbal explanation of your book (we'll handle your elevator speech later).

Here's the different types of descriptions we write for each and every book (because experience tells us that these lengths are most frequently requested):

  Length    Common Usage (but many other uses present themselves)
---------------------------------------------------------------------------------------------
  30 words - For those occasions when someone asks for 1 or 2 sentences about your book
  50 words - Very common length for catalogs and newspapers announcing your book
  75 words - Common for wholesalers and bookstores
100 words - Newsletter announcements, short descriptions for websites and bloggers
150 words - Pretty common length for back cover copy, but not set in stone
300 words - Longer descriptions when a website leads a buyer to "read more"

Craft this copy carefully. Every word is relevant and all of these words should provide separate and powerful tools for online searches. Google the keywords that you are considering for your copy to see what results come up. Remember that this copy is not the place to be vague or to use "puffery" like "the best book" or "the only book." Tell the reader exactly what they will get from reading your book, what your book brings to the table that other books don't provide, and don't play games with the buyer. Appreciate the moment the person has taken to read about your book by providing meticulously-written copy that illustrates your promise.

File a master file with all of these descriptions at the ready. Make sure if you change a relevant word that you change the word in all of your descriptions for consistency.

Save each description you send with it's own file name. For example, Your_book_030213_Amazon_100

Get Organized and Start Writing

It's the second week of January and you are sitting there this morning wishing you could get to writing your nonfiction book. Here are some lessons I have learned from working with writers for three decades:

GET ORGANIZED!

• First, remember that fiction is made up, non-fiction is "not made up". Interestingly, 70% of first-time authors are not able to identify which is which!
• Do give your project a working title. Don't put pressure on yourself to create the perfect title. Your working title is a destination - make it precise enough to give you a path to reach it and if something doesn't get you to that destination, don't put it in your book.
• Do set aside a place for your writing.
• Do set aside time for writing. Tell yourself  "I will write two paragraphs today," and then do it. (Notice I didn't say "I will write two perfect paragraphs today," nor did I say "I will write a chapter."
• Do write out a table of contents on index cards with suggested points bulleted underneath.(Hint: don't call it an outline.) I like index cards because you can rearrange their order. Don't expect to have your table of contents complete in one sitting -- it's a dynamic and fluid guide at this point.
• Do buy a three-ring binder and a bunch of plastic pockets and start gathering photos or other items you want to include or write about in your book.
• Do write the low-hanging fruit stories first ... and in the words of Anne Lamott, "Give yourself permission to write a shitty first draft."
• Don't try to write the first paragraph or the last line first. 
• Do be yourself in your writing -- One of each Tolstoy, Hemingway or Dr. Seuss is enough
• Do take a class on writing -- any and all types of writing classes. If you were going to try yoga, you would go to a class to learn and perfect your technique. Works the same for your writing.
• Do read a book in your genre. 

Today is day one.  Two paragraphs.  Go.

WAKE UP Your Marketing Strategy

With the vast number of books inundating the shelves each day, how do YOU know who to market to? Who cares that you wrote a book?  More importantly, who cares that you are publishing your book? 

No really, WHO CARES?

If you can't answer that question right now, sit down and do some homework before you publish. Publishing is an expensive business anyway; but there are dumb ways to spend your money and there are really smart ways. Know who you are marketing to, specifically, fundamentally, and categorically. To really understand the market I'm pursuing for a given project, I use my own "W.A.K.E. U.P." Marketing Strategy: 

Watch. Ask. Know. Examine. Understand. Perceive.

I'm not talking about demographics--married/single, age, own home/rent, ethnicity, religious affiliation, kids/no kids, geographic region, employed/self employed/retired, income, etc. Yes, you can locate this data quickly and easily. Any "list company" will sell you a list selected down to the exact demographics you specify. But what do those stats tell you? 

HERE'S A RIDDLE:  A 45-year-old female new small business owner wants a poster for her wall. She's educated, is married, is mother to two kids, owns a modest home in a middle-class neighborhood, and owns two cars. She brings home $60,000, and her spouse brings home $65,000 from his job as a salesman for an insurance company. 

Which "success" poster is she most likely to hang in her office?*

ANSWER: While both posters are very nicely laid out, colorful, and hold the information our subject may want to see every day, she would likely choose the bottom one over the other. Why? She also happens to like camping and this poster reminded her of that place overlooking that lovely river she visits each year and dreams of owning someday. But how the heck would you have known that? Very tough, but not impossible. It all comes down to knowing what makes your buyer tick. How do you wake up those important facts?

You needed to know what her behaviors are. Her psycho-graphics. Today, you must reach higher than the low-hanging demographics to find out what her interests are. What are her values, beliefs, behaviors, triggers. What magazines/newspapers does she read? What programs catch her eye? What does she do with her spare time? What does she consider spare time? Does she volunteer? Does she like to travel? Garden? Exercise? Read? Cook? Is she a precise thinker? Does she go to seminars or workshops? Is she interested in nature or environment, religion or spirituality, or is orange just her favorite color?  How does she get new information?
 
What did her age, marital status, home ownership, income, or ethnicity have to do with her choice here? Not nearly as much as her interests, beliefs and behaviors.
 

Now for YOUR book

Think about these things when you first start writing your book -- make sure you have a market (look in the mirror, first, because you are probably a good profile for your buyer), and then consider what else motivates your buyer. If you have a market you can find, publish your book to fit that market. If you are just publishing for yourself, admit it up front, check your ego at the door and set your expectations realistically. 

*These posters were simply pulled randomly from a Google search for illustrative purposes. No permissions were asked or granted -- however, no posters were harmed in the making of this blog post, and I hope the copyright holders will understand my intent.
**Next post will examine each step in the WAKE UP marketing strategy in depth.