Survivor or Darwinian Marketing?

Some rambling thoughts on the future of book reading and author marketing...

Coming Feb 5, 2016

I’m a hybrid author, with books out through a few traditional (and one non-traditional) presses as well as some titles I’ve released myself. My sales rise and fall, seemingly on the fate of the wind, though my marketing efforts are consistent and expanding.

The population who read mystery and romantic suspense are aging. Macular degeneration and other reading-related issues are game-changers, as are other long-term health issues with readers or the parents they are suddenly tending. Mystery fans are loyal, though, so the challenge is to keep them aware you’re out there without annoying them with too many “buy me! Buy me!” messages.

Print books are here to stay. So are ebooks. Having multiple book formats (including audio) helps authors access readers on all platforms.

The DIY pressure on indies is immense. I put out a new title in 2015 and I’ll release another book in 2016. You can’t skip any steps or your product will suffer. A strong, well-edited story is what you want to bring to market. The cover needs to be awesome in an eye-catching, provocative kind of way. Formatting needs to be spot on, and typos must be invisible to man and machine. Then there’s the whole selection of keywords for the web crawlers and readers to use to locate your books. This is more important than you might think. And finally, getting the word out in a friendly, compelling way. It’s no wonder authors farm some of this out. It’s a lot of time and effort to get a high quality book out there.

Some indies and some pre-published authors will say to heck with this and spend more time with their grandkids. I mean, who hasn’t had those thoughts?

The rest of us, the ones who’ll go crazy if we don’t get these story people out of our heads, will hunker down and find a way to survive. How do I know this? Easy. I’ve been doing it for a few years now and so have you. We will continue to network through great resources like SINC, and we are stronger because of the ties we form, the alliances we make for marketing.
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SIDEBAR: anyone here a Survivor TV show fan? This year the strategy changed from alliances with a few trusted associates to voting blocks, where people scrambled around and voted independently  when it suited their solo purposes. The publishing world to me is like the game of Survivor. Whether we use alliances or voting blocks to command market share, we are pooling efforts, melding audiences, and benefiting from cross-promotion. Something to think about if you haven’t already. And good luck to all our authors and readers in 2016.

Maggie Toussaint
aka Rigel Carson
G-3 by Rigel Carson coming Feb 5
http://www.RigelCarson.com

Marketing 101 for Authors

Marketing means different things to different people. With my product, books, the challenge is to get the information to the people that will appreciate it and act on it. I've made a list of some marketing techniques used by myself and other authors. Please feel free to add other methods in your comments and to say what worked for you and what didn't.

If you are brand new to writing, don't get overwhelmed. Begin marketing by being consistent in one style or venue and then expand your efforts through time.

Start with a website. If you don't have the wherewithal to do it yourself, hire someone. Ask around your fellow authors for recommendations. If you have a website you can't manage, you can hire someone to transition it to a more idiot-friendly platform. I did this recently, and it eliminated a lot of the frustration I felt in the delays to content updates by my former web person.

Blogs have been popular for a while. You can set up a blog through your Blogger or Word Press, though many people have their blogs at their websites because that provides fresh content routinely. Large group blogs, particularly ones that are anchored by top selling writers, are successful at attracting a consistent readership. If you aren’t in one of those, consider searching for groups like that and asking to guest blog. Alternatively, be aggressive and create such a blog. If you are consistent with your single person blog, you can develop a readership over time. The key here is consistency and delivering content that appeals to your followers. Essentially you are painting a word picture of your expertise in your “brand” area.

 Social media, such as Twitter and Facebook, are delicate marketing platforms. People love to see book covers and photos related to your brand. They are not keen on seeing repeated messages to “buy my book.” These platforms work great for people who already have a following, and once a post gains momentum, the multiplier effect of reposting or sharing can go viral. There is a caveat, especially on Facebook, where there are author and reader groups that want you to publish your material. However, the number of posts in those groups is high, so your selection is quickly dropped down the screen as more posts come in. The more specifically you can target your groups, the more chances of reaching an actual reader you’ll have.

 Press releases work great in you live in an area with some population. My county has 10K people total and no stoplights. Papers from neighboring towns rarely cover my town, and even when I get a large spread in the weekly paper, it doesn’t assure sales or attendance at book signings. Many people do radio interviews now, or podcasts. Those are popular, but since I haven’t done them, I can’t gauge their effectiveness. If you live in a city of any size, you should be doing these press releases. Or you can contribute articles that are in some way related to a topic in your book for some subliminal marketing.

Newsletters get back to that one-on-one connection. I rely on my electronic newsletters to get the word out about my book. I put out a newsletter quarterly and make it as professional looking and engaging as I can. The tempo is upbeat. I use color photos. I offer extras (contests, recipes, appearances) when I can. All of my social media links are included in each newsletter. I use an inexpensive service, Vertical Response, to create the emails and send them out. Another similar utility is Mail Chimp. I’ve built my subscriber list up through activities in a marketing co-op.

 In person signings are a great way to spend time with readers, but you have to be prepared to promote the event and to hand-sell your books. The hand-selling is difficult for some introverts like me. Also, while events with multiple authors at a book store are more fun for the author, my experience has shown a dilution of sales for individuals. For local book signings, I make sure it’s covered in the paper or place an ad. I also send postcard mailers to every local reader on my snail mail address list. This ensures a great turn out. The same is true for an Online Book Launch Party - make sure your fans know when and where it will be held.

 Bookmarks are also valued at events where you have face time with readers, whether it’s a signing or a conference or the dentist office. Have some sort of handout in your car or purse that you can pull out. Some people leave these items various places in hopes someone will pick them up. I find that these items work best for personal interactions. Bookmarks can be any size, from an inexpensive business card to a postcard to the more traditional narrow rectangle shape. Vistaprint is an inexpensive online place to shop for these materials, though you can Google and find a ton more.

 Conferences, specifically fan conferences, are a great way to connect with readers. Some conferences cater to authors and readers, but cons like Malice Domestic, Bouchercon, and RT pull in a boatload of readers. See if one of these is in driving distance for you to keep expenses down. You may still only sell a modest number of books, but you are building a reputation in that crowd, which will turn out to be worth its weight in gold. Be sure you collect names and addresses for your newsletter from each interested party.

Marketing co-ops like Booklovers Bench also create a buzz and a professional brand. I banded together with several mystery and romance writers a few years back to do this because I write mystery and romance. The net effect is that we’ve pooled our readerships, thus multiplying our potential market. We send book information to readers of our genres routinely. http://www.bookloversbench.com

Crowdsourcing is the new buzz word, or at least it’s new to me. The recent contract I won through the Kindle Scout program for my G-1 came as a result of reader input and viral marketing. Many authors are using utilities like Thunderclap to promote. As I understand it, authors get their friends to agree to post word of their event or book release on Facebook or Twitter. The Thunderclap utility has the tweet and FB post already uploaded. Folks agree and give the utility permission to post automatically (once) for that event on a certain day, thus ensuring a blitz of low-cost information hitting a wide audience. You have to have a minimum number of people to agree to help you. I think it’s 100 but I’m not sure.

To sum up, many strategies are out there to find readers. I’ve found I can’t do everything or even half of everything. It just makes me nuts. My advice is to do the things you like or that you don’t find objectionable. It’s also easier for me if I do a little each day. You can prewrite blogs or other social media posts. Heck, on my Facebook author page I can even upload and preschedule posts. That’s great when I travel to conferences and can’t “tend the gardens.”

 

 

Maggie Toussaint

writing science fiction as Rigel Carson

http://www.maggietoussaint.com

http://www.rigelcarson.com

 

 

 

 

 

 

 

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Is your marketing effective?

How effective are marketing campaigns? This is a question I grapple with daily as I try to decide what groups, sites, social media platforms, etc. to use to get the word out about my romantic suspense and cozy mystery books I write.

When I mentioned to a friend that I was evaluating my chapbook marketing campaign I use for my hardcover mysteries, she asked if I'd share the results. I decided to also post the information here at Mudpies as well. I hope it helps you in some small way to get a handle on your marketing strategies.

This summer I have 2 books releasing, Hot Water, a romantic suspense coming out on all platforms this Friday, July 12, and Dime If I Know, book 3 of my Cleopatra Jones mystery series, which releases Sept 12, 2013. This brings my totals to 5 romantic suspense titles and 5 mystery titles.

Until recently, my books contracted to Five Star were only available in hardcover and large print and the primary target market has always been libraries, though I thank every reader who buys hardcover books. God Bless You All. Anyway, to market these books to libraries, I decided to create chapbooks and send them to libraries in hopes they'd buy a copy or two or three.

My current campaign for Dime If I Know is the 4th chapbook mailing I've done for a hardcover mystery release. The chapbook consists of about the first ten pages of the book, great/name reviews of this or other books I've written, and a bio page.

I built this mailing list over time, beginning with my first mystery, In For a Penny. I started with libraries in cities that hosted PGA or LPGA golf events, since the scene of the crime was a golf course. As time went on, I added to the list, expanding to one or two big city libraries in each state. Then I won a National Readers Choice award with House of Lies, so I thought “Aha, Oklahoma must be my target demographic” so I added a bunch of OK libraries, along with my home state, Ga, and my neighboring state, FL, which has a boatload of libraries and readers. I also checked in World Cat to see what libraries were buying other Five Star books, and added them to my list. Then I expanded again, including libraries in cities with a certain population size. I ended up with 348 libraries in my mailing list.

One would think that would be a straightforward comparison, but the list of the 353 libraries that report owning at least one copy of Death, Island Style (the last mystery I promoted with a chapbook) doesn’t quite match my send list. Here’s why. Many libraries band together to form library systems. I may have sent material to library A in library system 12, but the title is listed as being held in library B or as in the system. See what I mean? To top this off, not all libraries report their holdings to World Cat, and my publisher actively markets to libraries as well.  Also, some libraries that I don’t market to and that didn’t show up as title holders after the On The Nickel campaign picked up Death, Island Style – was that because I got good ratings from 3 of the 4 top book review sites?

Or was it because I stepped up my social media presence in the last year or two? I blogged weekly during that time, posted on Facebook and Twitter, and joined countless reader/writer sites. I also became more active in another national writer's group Sisters In Crime, a group of like-minded mystery/suspense writers.

I have these confounding issues in rating the effectiveness of my advertising: my cross-promotion efforts, my publisher’s marketing efforts, the power of big reviews, libraries who don’t report their holdings to World Cat, and library collectives.Oh, and one more thing, the list I'm using of the 353 books contains libraries that hold either the hardcover version or the large print version. Some libraries have both formats, others, only one format.

The nearest I can tell, there is about a 35-60% purchase rate from my chapbook mailings. The lower number comes from the straight match ups of libraries I mailed that own the book. The upper number comes from a best guess estimate. I don’t have time to look up all those library systems to find out if any of the 5 to 50 libraries in their collectives holds this title - and I believe that due to my targeted marketing strategy, there are a lot more match ups than are immediately apparent.

Now with results in hand what do I do with them? How do I measure if I got my money's worth?

I looked online and boy, there are a lot of rules of thumbs about ads. Many sites say that people have to see your marketing 3 times before it is effective. Others tout the magic number as 7 times.

Interestingly, Thomas Smith, a nineteenth century London businessman (1885) says it is the 20th time for someone to purchase your item. One blogger listed Smith's predictions of what happens at each of those 20 times, which I found fascinating. Here's the link if you'd like to see for yourself: http://www.abiederman.com/marketing/advertising-frequency-how-many-times-is-it-effective.html

If you'd like to share your thoughts on my results or your marketing analyses, I'd love to hear them.

And get ready for my blog tour of Hot Water which starts Friday, July 12, at Just One More Chapter blog and at USA Today's HEA blog. Lots of excitement headed your way!!!

Thanks for visiting! Maggie Toussaint

and if you haven't checked out my yoga blogpost of July 1 at Whole Life Yoga, here's the link for that guest post:  http://www.wholelifeyoga.com/blog/yoga-and-the-maggie/  

and I also did a spot of light cooking which showed up at Romance Cooks and Terry's Place: http://terryodell.com/terrysplace/?p=3114

From Bob Mayer's mouth to my ears

First Coast Romance Writers recently hosted Bob Mayer with his "Write it forward" workshop. A NYT bestselling author, Mayer has more than 50 published books and speaks on team-building, life-change, and leadership. 

One of the first things I noticed is that Mayer's perspective on organization and effectiveness stems from his experience as a West Point graduate and a Special Forces A-Team leader. He breaks down any problem or task into doable steps, something which has served him well throughout his distinguished writing career. With my background working for the Army, his linear, spreadsheet approach to planning really hit the right note with me!

Here are a few of the things that I picked up and my take on them:

Mayer: Distribution is no longer the choke-hold in the publishing world. Now it's discoverability.
      MT: He put into words what I've been grappling with this last year. It's not enough to put a book    out. You have to let people know you've published something, and you need a marketing hook to draw them in. the trick is knowing where to spend your precious time - and figuring out where the readers are.

Mayer: Are you striving to survive or striving to succeed?
     MT: This question also provoked a gotcha moment for me. Juggling a day job, a family, writing  and promotion doesn't leave much time to look at the big picture. Most days it feels like I'm trying to survive. Success is the goal, but it often feels like I'm too far in the trenches to glimpse success. I make long term plans and set goals at the start of a project, but I only plan from project to project. If I want more out of a writing career, I have to plan for more.

Mayer: Why do you write? What do you want to achieve by writing? What do you want to do with each book? Take your eyes off the prize and put them on the goal. Write your goal in 25 words.
     MT: These are a few of the questions he posed to get us thinking about our goals. He also said perseverance is more important than talent, and that writing is a marathon, not a sprint. Ability plus zeal plus hard work trumps talent.

Mayer: With books, you're selling emotion and logic. Can you communicate the shiver?
     MT: This explains to me why a book that is poorly written is still compelling. If the shiver comes   through, that emotional connection propels the story, a lot can be forgiven. A book that reads well and communicates well will sell well, but emotion trumps logic every time.

Mayer: Anger and guilt are flashpoints that can break a character. They spring from an underlying fear. Writers should figure out what they fear (writing-wise); they should do the same for their characters - and then push them to face their fears.
     MT: Gosh. What am I afraid of? My biggest fear is that my brain won't hold out. I feel compelled  to write fast and deeper with every book I write. Scenes that used to scare the beejesus out of me are easier to write now. Big take-home moment for me: I need to make a character "fear" list as I'm creating their bios. (does anyone else include fear as part of their character-creating process?)

Mayer: Three steps to change: 1. Moment of enlightenment. 2. Making a decision. 3. Sustained Action.
     MT: This was an Aha! moment for me. Realizing something isn't working IS NOT the moment of  change. Neither is making the decision to try a different plan. The moment of change comes when you move into that broken place and start doing it a different way. Ever notice how some folks complain about this or that but they never get out of their rut? They never finish the process.

Mayer: Emotional stages of change: denial, anger, bargaining, depression and acceptance.
     MT: Mayer went on to say that it's hard to change behavior as habits are trained into us. But he    also said we can learn from any source, and that if something makes you angry, focus on it.

Mayer: You can't separate your writing from you. Lean into fears gradually. The goal of communication is to provoke a response.
   MT: I agree with his "can't separate writing from you" - I think that's why so many of us get emotional about those 1-star reviews and negative comments about our work. It's definitely personal, no matter how nicely you section it off. Trust yourself to provide open and honest communication and you'll have less anxiety and fear. The better you know yourself and your characters, the better you can tell those stories. We definitely filter the world through our own point of view.

Mayer: Know the rules, have a good reason for breaking them, and accept the consequences of breaking the rules.
    MT: I broke the rules with my nudist colony murder mystery, for good reason. I wanted to be  different. But different is also scary to some houses, if it's too different. I shopped around until I found the right house for Murder in the Buff. It didn't attract a NY publisher, but it accomplished my goal of writing something different - and believing in my ability to pull it off. Some chances pay off big, some you learn from. It's all to the good. Lesson: cozies are a very traditional market.

This barely scratches the surface of our Bob Mayer day, but it gives you an idea of some of the topics he covered. I have some cool new Bob Mayer reference books, and I hope to skim through them all this week. I may not be the Queen of Promo, but that's my new goal!

Maggie Toussaint
www.maggietoussaint.com

SEMWA Skill Build at Honey Creek

A picture is worth a thousand words, well maybe, 820 after our revision workshop at the Skill Build. Hope you enjoy the photos.






What a perfect weekend! We had mild temperatures, a nice breeze blowing off the marsh, and eager writers excited about our Skill Build.

My friend Holly McClure, who's a literary agent, an author, and an ordained minister, helped me pull this workshop day together. We had sessions on revising your work, on marketing yourself, on getting yourself into print, and an extended question and answer period about the state of the publishing world.

Jack McDevitt made it sound so easy, but he also handed out great advice. Jack's been publishing fiction for more than 25 years. If there's anyone who knows what it's like day in and day out, it's Jack McDevitt.

Though our attendance was somewhat low, those who were there expressed pleasure at coming and of getting new information. Whether it was prologues, critiques, or editing, the meeting room buzzed with interest.

Thanks to Holly McClure and Jack McDevitt for making this such a success. (Maybe I should change my last name to McToussaint?) And thanks to Southeastern Mystery Writers of America for sponsoring the event and providing the seed money. Couldn't have done it without you!

Enjoyed it!

Maggie Toussaint
MUDDY WATERS COMING OCT. 22
www.maggietoussaint.com