Writing and Publishing News

Are you clear on the concept of platform—what it is, why it is important and how to establish one? Let me know if you have any questions about platform or if you’re having difficulty building one.

Today I’d like to talk about promoting your presentations. All of you authors know the value and importance of doing public speaking gigs, giving presentations, conducting workshops and so forth. People are more apt to buy books from authors they have met—who they like and trust. You’ve probably already found out that you will sell more copies of your book to people in a real-time audience than to people who read about you in the newspaper.

Don’t get me wrong—of course, you want to get newspaper publicity for your book, submit articles/stories to appropriate publications, build an interesting website and so forth. It’s all important. But the in-person presentation to the right audience will probably spark more sales than most other promotional attempts. If you hope to sell copies of your book, you definitely want to find a way to be involved in giving presentations.

If you need instruction or more confidence as a public speaker, join a local Toastmasters Club. Find out about one near you at this website: http://www.toastmasters.org. Attend presentations—in particular those by authors who are talking about their books. Determine which speeches are good and which are not and why. Adopt and adapt those elements that make a presentation interesting and entertaining.

Develop interesting and entertaining presentations around the theme/genre of your book and then practice, practice, practice. (See my invitation for help developing your presentation at the end of this post.)

Locate speaking opportunities through civic organizations and clubs. Those that meet regularly are always seeking good programs. Research organizations related to the theme of your book. Plan talks at libraries, schools, places of business, etc. locally and beyond. Learn about conferences that relate to the theme/genre of your book and apply to present workshops for their attendees.

And once you have prepared yourself to be a public speaker, you have located speaking opportunities and you have planned some great presentations, it is time to promote these events. Yes, while some program chair people will send press releases announcing your presentation and while organizers will promote their conferences, you should also spread the word. Sometimes people fall down on their jobs as promoters. That’s why I advise authors to do their own promotion.

• Announce the presentation at your website—you should have an appearances or calendar section.

• Post the announcement at your blog site—in your newsletter.

• Send press releases to local newspapers, appropriate newsletters and websites.

• Send notices and then reminders to those on your mailing list who reside in the city where you will be speaking.

• Do a radio gig prior to the event and announce your pending appearance there.

• Post flyers on the bulletin board at your local library and bookstores or send flyers to the library and bookstores in the city where you will be speaking.

• Contact bookstore owners in the area where you will be speaking to let them know there might be requests for your book.

What are some of the ways you’ve promoted your speaking engagements? We’d like to hear about them.

In the meantime, be sure to bring plenty of books to your event. Find out the estimated number of attendees and bring books for approximately one-third to one-half of them. People LOVE freebies, so create some sort of handout. Everyone in your audience will want whatever you are giving—an article, recipe, magnet with your book cover on it… it doesn’t matter. They want it. And if you don’t have enough to go around, they will complain. They’ll come up and ask you for a copy. But if you hand them a card and invite them to get in touch with you and ask for the freebie, they will not follow through. It’s true. Out of around ten people who did not get a copy of my handout at my last gig, all of them walked up to get my business card so they could contact me with their email addresses so I could send them my packet. And none of them followed through.

It’s best to get their names and email addresses. In fact, I always try to have a sign-up sheet at every book festival, book signing and other presentation. Then I can contact potential customers and clients.

Giving presentations designed to promote your books isn’t rocket science, but in order to be successful, it does require some thought and preparation.

INVITATION for you
Tomorrow, I’ll talk about how to create interesting and entertaining presentations around your book topic. If any of you would like to send me your book topic to use as an example (an opportunity to learn some tips and techniques you can use with your very own book), contact me by 6: a.m. (pacific time) tomorrow–August 22–here: PLFry620@yahoo.com.

http://www.patriciafry.com
http://www.matilijapress.com

This week, I’ve blogged about building a platform. I shared a little about my own platform and I gave some ideas for establishing a platform after producing a book. Today, I’d like to share my thoughts about recognizing the elements of your already established platform and present some ideas for how to use it.

Many authors of nonfiction have at least a good start toward a platform for their books. In fact, that’s actually why they write a particular book—because they are somewhat of an expert in the field. They know their topic well. Few first-time authors, however, even realize the importance of platform when they decide to write a book. They write on a particular topic because they like it, see a need for a book on it or want to add to their credibility on this topic. Few of them consider how they can use their knowledge, expertise or experience to promote their books. In fact, most authors don’t even think about their audience or promotion when they decide to write a book.

For our purposes today, I’ve chosen 3 publishing scenarios. While they may not exactly reflect your book project, I trust that you will be able to use these examples in your own situation. Be creative in your thinking. Open your mind.

Jane is a family therapist. She works with children who suffer emotional trauma—whose parents have divorced, become addicted or died, for example. Because of a perceived need, she decided to write a book for parents and guardians featuring 10 ideas for helping frightened children to feel safe. Her platform includes her credentials, her experience in her field and her affiliations with several organizations related to family therapy. She has been actively blogging for three years on issues related to her field and she is a popular speaker at conferences, conventions and civic group meetings. She has recently established a support group for teenagers, which has received quite a bit of interest from her peers as well as the press.

Jane has an excellent platform for her pending book and should probably expound on it in order to land a traditional publisher. Even if she decides to self-publish or go with a pay-to-publish company, she has a great platform to assist her in promoting and selling her books. She has a following, credibility in her field and avenues through which to promote her book.

Steven has been involved in skateboard competition since he was a kid. He’s 28 now and wants to write a book for youngsters who hope to compete. What sort of platform does Steven have? He is known among skateboarders, he has even branded a skateboard he designed. He currently operates a small magazine for young skateboarders, which is free to customers at many sporting goods stores throughout the U.S. And he gives instructions to young skateboarders at many of the skateboarding events throughout the country. Steven knows who his audience is and he has developed a reputation within his area of expertise. He has a solid platform and should be able to rely on it to get published and/or to sell books.

Alison took a year off to travel parts of Europe and then decided to write her travel memoirs. Let’s examine her platform. This book reflects Alison’s experiences—no one else could have written this particular book. While she is not well known as a world traveler or a writer, she has made quite a few connections throughout her journeys. Like Jane, she established a blog dedicated to her travel experiences. Obviously, Alison’s customer base isn’t nearly as rich as are Steven’s and Jane’s. Presumably, she will sell only a fraction of the number of books the other two authors will sell because she just doesn’t have the reach they have. Her primary customers consist of friends, family, coworkers, neighbors and acquaintances (here and abroad). She may get her book into a few stores whose proprietors she met while traveling. And she will pick up a few customers through her public speaking efforts, etc.

Do you see the difference between Steven and Jane’s platforms and Alison’s? While the former authors were more invested in working with, teaching, coaching others in their expertise/field, Alison’s area of interest was more personal. It was something she experienced pretty much alone. Her following consists of individuals she has met in a more personal way—she did not reach out in any meaningful way so as to attract a large following.

All of these authors will have to promote their books, but Jane and Steven’s efforts will probably result in more sales more quickly. Why? Because they have established a stronger foundation. Folks seeking books on these topics will be impressed by the authors’ credentials.

Alison’s customers, however, may hesitate purchasing a memoir by an unknown author whose only claim to fame is that she lived the experiences in the book.

This was a fun exercise to create, I hope you found it useful. I would love hearing from some of you authors out there as to how you’ve established your platform for your book and/or what you’re doing to establish a solid platform.

http://www.matilijapress.com
http://www.patriciafry.com

Some of you may be familiar with my ebook, The Author’s Repair Kit. I designed it for those of you whose books are faltering in the marketplace. I wrote it to help you heal your publishing mistakes and breathe new life into your book. Part of that process is working on your platform.

Of course, it is more desirable that you establish a platform before you publish your book. I know—you think you are busy before publication. However, the real work comes afterward. Most authors don’t believe this until they live it, but promoting a book is ten or even 100 times harder and more time-consuming than writing it.

If, despite the experts’ advice, you find yourself with a published book and no real platform, here are a few things you can do:

• Start now writing and submitting articles in your topic or stories in your genre to appropriate magazines, ezines and websites. Use Writer’s Market, writersmarket.com and/or woodenhorse.com to get you started. Presumably, your audience is reading these mags and visiting these websites.

NOTE: The point of your story or article is not to promote your book. It is to offer your potential readers information and/or entertainment so they begin to trust you as an authority in your field or appreciate your writing style. Your article or story will carry a brief paragraph at the end introducing you as the author of such and such book. Be sure to include your website address.

• Build an informative/entertaining, even interactive website designed to attract your audience.

• Participate in other websites related to the genre or theme of your book. If your book is a travel guide, get involved in the Chamber of Commerce site for the cities you cover. If it is a young adult mystery, find a way to become involved in young adult books and mystery sites.

• Go out and speak on your topic or about your novel. Give presentations and do book signings locally as well as at appropriate conferences nationwide. There’s no better way to reach your audience than by being a presenter at the conferences and other programs they attend.

• Get your book reviewed many times over. Most authors are aware of the important pre-publication reviewers. And most do not qualify for this honor. There are, however, numerous publications and websites that review or recommend books related to their purpose. Often, these reviews don’t generate many sales, but they get your name out there as the author of the latest book on model airplanes, traveling to Bali or how to overcome a nervous breakdown.

If this list seems familiar to you, it is because you have probably read it before. This is pretty much the same list you would follow if you were building your platform before writing the book. Yes, it takes thought, action and plenty of exposure.

Now some of you come into the publishing arena with built-in platforms. You lived the story in your book or you have a strong background in the topic of your book, but you still have to get out there and let people know about it. You still need exposure. Once you sell copies to your students, clients, colleagues, friends, family and neighbors, then what? Then, you must start introducing yourself and your book to the remainder of your audience.

Find out where your audience shops, what sites they frequent, what events they attend, what organizations they belong to, what magazines they subscribe to or read in waiting rooms, etc. Arrange to get exposure at these venues.

Think about it, what makes a bestseller? Readers! And what entices people to go out and buy books? Word of mouth is a powerful enticement. We buy books we read about and hear about. We read new books by our favorite authors and we purchase books written by the experts we trust. Few of us will get the enormous exposure of this nation’s bestsellers. But we do need to follow a similar path in order to become known and to get at least some exposure for our books.

One more word about platform—it won’t do you much good to go to the trouble of building one if your book is not up to par. More and more inferior books are flooding the market. Readers are constantly getting burned. Their trust in new authors is waning. It is important for the success of your own book as well as the reputation of us all that you produce the best product possible. And this means good writing, a worthwhile topic or story and excellent editorial polishing.

http://www.patriciafry.com
http://www.matilijapress.com

I’m still traveling and am posting blogs only when I get a chance.

Hey, any of you who are still suffering in the heat and who want to cool off, Alaska is the place to be. Their summers are like our winters in California Brrr.

Don’t you sometimes feel as though you are all alone in the world of book promotion? You reach out with announcements and information about your wonderful book and all you hear is silence. You wonder if anyone is listening. You question whether your message is breaking through. You worry that you are not hitting your mark—that you aren’t reaching your audience.

You have a great website. You are writing articles for publication or submitting short stories. You’ve had a few book reviews. You left numerous posts, recently, at various related sites and you’re adding to your blog almost daily. You handed out about 50 business cards at the local Chamber mixer and left a stack of cards on the sign-in table at your class reunion this summer. You send press releases to appropriate publications regularly. But still, you have periods when you hear nothing but silence.

I’ve been promoting books for 30 years and I can tell you that it takes enormous effort and persistence to sell books. You’ll have flurries of sales at events such as book festivals or presentations. But where are your customers during the rest of the year? Why don’t they respond to your promotional endeavors? Why do you hear so much silence?

Readers are fickle. You can’t count on them to buy your book when you think they should. Like you, they are busy. They are overwhelmed. They are being bombarded every day with suggestions from other authors—“Buy my book!” “No, buy this one!” They have limited funds and little time for frivolous things like reading for pleasure. They must limit themselves to only a few self-help or informational books on their favorite subjects. There are numerous reasons why consumers resist buying a new novel by an unknown or why they procrastinate.

Our job as authors is to create books that are actually needed/wanted by a large segment of the population. It is our responsibility to figure out how to reach these people and to entice them to purchase our books. And it isn’t easy. Nobody said it would be easy. Book promotion is a full-time job for the energetic, imaginative individual. If you don’t have the time, energy or imagination—if you don’t have the ability or willingness—you might as well give up the idea of fame and fortune through authorship.

It’s tough. It’s sometimes lonely. But it can be incredibly rewarding. Do yourself a favor, instead of imagining your promotional efforts being ignored—instead of feeling defeated each time you DON’T get an order—imagine thousands of people saving up their money to purchase your book. Imagine people everywhere reading your promo material with keen interest. Imagine folks seeking ways to purchase your book. Imagine them lusting after your book—yearning to own it. This will keep you on track. You’ll realize the importance of continuing your bombardment of promotion. You’ll understand the value in keeping your book and yourself in front of your audience.
At least, occasionally, do a Google search using your book’s title and another one using your name. This will help you to see how widespread your marketing efforts are reaching.

It may seem as though your efforts are going unnoticed. But truly, no promotional activity is wasted. While some specific activities might appear to lead nowhere, in reality, someone did notice. Maybe it was many people. And it may be weeks, months or even years before you will reap the benefits of your specific endeavors.

Just yesterday, I received an email from a woman who saw my picture on my brochure many months ago and decided then and there that I am the editor she wants to work with.

A couple of weeks ago, a woman contacted me after reading an article I wrote two years ago. She had some questions and ended up purchasing my book The Right Way to Write, Publish and Sell Your Book. She also hired me to do a manuscript evaluation.

I gentleman I met at a book festival last year contacted me recently ready to have his manuscript edited. He also ordered a copy of The Right Way to Write, Publish and Sell Your Book and the Author’s Workbook.

It may seem as though you’re blowing in the wind with your promotional attempts. But, just because you don’t receive immediate feedback, doesn’t mean your efforts are going unnoticed. Hang in there. First, make sure that you have a viable product. This is your job prior to producing your book. Then promote, promote, promote.

Are you familiar with Dr. Oz—the heart surgeon and alternative health advocate who has his own TV show now? Have you seen his one-minute health segments on TV? It fascinates me how he can share good information and make an excellent point within a scant one-minute pocket of time. And it occurred to me that authors with books to promote ought to take a hint from Dr. Oz.

If you have a blog, write articles to promote your book, go out and talk to groups on subjects related to your book, you probably know how to dice up your topic and create many, many subtopics just like the good doctor does. Or do you struggle with this every time you must give a speech, post a blog or pitch an article?

I talk about “ideas” often in this blog. Recently, I wrote about how to come up with good ideas. But how do you dice and slice your specific topic in order to create enough important or pertinent mini-topics to present? And then how do you mince these mini-topics into useful news bits, hints, tips…

Think about it, did you put everything you know or that you could find out in your book? If you’re like most authors of nonfiction books, you know a lot more than you included in your book and you’re aware of many areas where you could have expanded the material. Plus, there are probably new facts and perspectives emerging all the time that you could write about. So gleaning from your book is just one way to come up with article or speech ideas. You also want to tap into all of that stuff you didn’t put in your book.

Here’s an exercise that might be useful for all of us to pursue:
1: Write down every topic and subtopic and min-topic you can think of related to your book’s theme. Use your Table of Contents, index, headings and subheadings for prompts. Then go to other books, the internet, etc. to discover things you haven’t written about, yet or that you have only skimmed over in your book and presentations.

2: Dissect each of those topics and continue your list. Don’t stop until you have at least 50 valid topics that you could develop into articles, columns, blogs, fillers or even a powerful one-minute podcast or radio spot. (100 would be even better—365 would be WOW!)

3: From your list, choose 10 to flesh out and then use them in some way this week. Create fillers for appropriate publications, write articles for a paying market, prepare some informative blog posts and/or write a powerful speech or two using some of these themes.

So often, nonfiction authors are inclined to present the “all
about” book, article or speech. But the most effective presentations are actually those that focus. When we try to give it all, we may lose a portion of our audience. If we focus and present only one aspect of one topic using no more than 3 points, we have a better chance of connecting with our audience in a more meaningful way.

Do you watch and listen to TV and radio commercials? You can learn a lot from them. The more effective ones are good examples of how to focus—how to say a lot in a short time with clarity.

If you are promoting a nonfiction book, consider your pitch material. Is it clear? Powerful? Meaningful? It’s actually quite okay to promote through detailed articles and speeches. But I urge you to also have, as part of your marketing plan, crisp, to-the-point, focused promotional material on hand.