PUBLICITY vs ADVERTISING
CHAPTER I
What is the difference between advertising and publicity? You pay for advertising. Publicity is free. Except in topic specific books, where a specific audience can be targeted, for the most part advertising is a poor return on your investment. Say for example an author wants to advertise their book in a magazine like Hydroelectric Dam Engineering or Sumatran Tropical Bird Diseases. Our in-house engineer would get more milage writing a magazine article for his specific audience on “Hydroelectric Dams” which would be read by all the magazine readers. An advertisement tucked away in the back pages is more likely to be passed over unread. Also, an article establishes your credentials gives you credibility and you will be paid for it. We’ll cover magazines and other print media later.
The time to begin your promotion is when you have a signed book contract.
The publication date might be nine months or a year away. You still have long months of editing, reediting, copy editing, line editing and galley printings before that happens and the last thing you have time to think about is promoting you book. If you wait you’ll be too late.
So how do you get your book out in front of the public?
You have four choices:
1. Hire a national publicist.
A full time publicist (full time for you and a dozen other clients) can charge $5,000.00 a month and they are worth every penny. Most are hired for an average of three months, the general life span of a book. They will organize a full national book tour for you; contact the media, arrange travel plans, book you into hotels and supply you with literary escorts.
Others will charge you by city. Usually guaranteeing you two radio and two TV interviews plus ink -- coverage in newspapers. They charge anywhere from $2,000 to $3,500 per city or area which might include two or three cities in one urban area, like Dallas-Fort Worth or the North Carolina Tri-city area.
Even if you have the funds to hire a national she might not take your book. After an initial conversation or meeting she might realize there is nothing she can do that will help you increase sales. Not all books and authors, are promotable, in the sense of an equitable return on your investment.
There is a useful list of book publicists in the Literary Market Place.
Showing posts with label book promotion. Show all posts
Showing posts with label book promotion. Show all posts
Thursday, February 4, 2010
Saturday, December 19, 2009
AUTHOR SELF-PROMOTION MANUAL -- Prologue Post # 1
UNDERSTANDING PROMOTION
Introduction
Congratulations. You have finished your book. You have a signed contract from your publisher and can finally imagine attaining your life long dream. Picture that book in your hand, whether it is a hard cover, a trade or mass market paperback, picture it in you hand. Now picture it in the hands of thousands perhaps tens of thousands of expectant readers. That is your real goal. If you write a book and no one reads it you have to ask, why did I write this book? As a published author you have an obligation to your publisher, to book sellers, to yourself and to your readers to get that book out of the warehouses, into the bookstores and off the shelves.
When I finally had a contract from my publisher I thought I was home free, soon to be a published author. Visions of book tours and adoring crowds, TV appearances and intellectual conversations on National Public Radio danced in my head. I had been forewarned by other authors that the publisher would not be help much in the promotion. I only half believed them. So over the next several months between the arduous processes of editing, copying editing and line editing my book, I began to educate myself. I was shocked! Even though my publication date was a good five months away I discovered that I was late. Almost too late to begin a successful publicity campaign. Too late! I hadn’t even seen the bounded galleys! Thus began the long and at times painful learning curve I had to overcome to make my book successful. I collected ideas from books, magazines articles and other authors. I watched BookTV and Booknotes on C-Span. Through trial and error I found out what worked for me and my book and what would work for any author who has the time and drive to successfully self-promote their own book
In promoting my book I have used all or part of the ideas below in my publicity campaign. Every author has different needs and wants. They have their own lives, jobs, and of course families. Each author has different abilities, drive, time and funds. Not all the suggestions will work for each and every author and not all fit what you want or can do. And more than a few are budget breakers. The ideas and suggestions that follow are culled from personal experiences during my startup and sell-in, through my fourteen state book tour to the continual sell-through.
I had three clear goals. The first, obviously, was to sell as many books as possible, specifically I wanted to sell-out the first edition and get a second printing. The second goal, which is an on going effort, is not to have my book discontinued, to keep my book backlisted. Both objectives help in my final goal, selling enough books to interest a publisher in a second book. And I should add without having to go through another 97 rejection letters.
How to reach those goals? Or for that matter any goal an author might have? It’s going to take promotion. Most authors will tell you that the only thing more difficult than writing their book is promoting it. Believe them it’s true. Promotion can be difficult, time consuming, and costly. Guess who has to do most of the promotion and bear the expense? The author.
Aside from time and money why is promoting so difficult for many authors?
Writers are loners. For months even years we lock ourselves up in our caves isolated with our ideas, our characters and our dreams and pound away at our wordprocessors searching for the unimaginable, a readable story. Once finished over night we have to transform ourselves from lone wolves into publicity hounds. It’s a schizophrenic business.
Introduction
Congratulations. You have finished your book. You have a signed contract from your publisher and can finally imagine attaining your life long dream. Picture that book in your hand, whether it is a hard cover, a trade or mass market paperback, picture it in you hand. Now picture it in the hands of thousands perhaps tens of thousands of expectant readers. That is your real goal. If you write a book and no one reads it you have to ask, why did I write this book? As a published author you have an obligation to your publisher, to book sellers, to yourself and to your readers to get that book out of the warehouses, into the bookstores and off the shelves.
When I finally had a contract from my publisher I thought I was home free, soon to be a published author. Visions of book tours and adoring crowds, TV appearances and intellectual conversations on National Public Radio danced in my head. I had been forewarned by other authors that the publisher would not be help much in the promotion. I only half believed them. So over the next several months between the arduous processes of editing, copying editing and line editing my book, I began to educate myself. I was shocked! Even though my publication date was a good five months away I discovered that I was late. Almost too late to begin a successful publicity campaign. Too late! I hadn’t even seen the bounded galleys! Thus began the long and at times painful learning curve I had to overcome to make my book successful. I collected ideas from books, magazines articles and other authors. I watched BookTV and Booknotes on C-Span. Through trial and error I found out what worked for me and my book and what would work for any author who has the time and drive to successfully self-promote their own book
In promoting my book I have used all or part of the ideas below in my publicity campaign. Every author has different needs and wants. They have their own lives, jobs, and of course families. Each author has different abilities, drive, time and funds. Not all the suggestions will work for each and every author and not all fit what you want or can do. And more than a few are budget breakers. The ideas and suggestions that follow are culled from personal experiences during my startup and sell-in, through my fourteen state book tour to the continual sell-through.
I had three clear goals. The first, obviously, was to sell as many books as possible, specifically I wanted to sell-out the first edition and get a second printing. The second goal, which is an on going effort, is not to have my book discontinued, to keep my book backlisted. Both objectives help in my final goal, selling enough books to interest a publisher in a second book. And I should add without having to go through another 97 rejection letters.
How to reach those goals? Or for that matter any goal an author might have? It’s going to take promotion. Most authors will tell you that the only thing more difficult than writing their book is promoting it. Believe them it’s true. Promotion can be difficult, time consuming, and costly. Guess who has to do most of the promotion and bear the expense? The author.
Aside from time and money why is promoting so difficult for many authors?
Writers are loners. For months even years we lock ourselves up in our caves isolated with our ideas, our characters and our dreams and pound away at our wordprocessors searching for the unimaginable, a readable story. Once finished over night we have to transform ourselves from lone wolves into publicity hounds. It’s a schizophrenic business.
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