Category Archives: book launch

The Reality of Book Promotion

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Joe Moore’s post yesterday on the effectiveness of book signings made me think about what does and doesn’t work as far as book promotion goes. With each book release, I try new things, ditch what doesn’t work and constantly look for cost effective ways to reach the largest number of readers. For my debut young adult release, I had a marketing strategy to launch IN THE ARMS OF STONE ANGELS that encompassed four pages of a varied promo effort directed at indie stores, libraries, professional organizations, online social media, my mailing list, etc.

Book promotion has changed over the years and the developments are coming even faster as we trend up in the digital world. I have an e-reader now too, which has drastically changed how I buy books and how I hear about novels that interest me. So how does the average author today promote their own book in this evolving business?

This usually translates to online promotion since it’s free (except for the time you put into it). Focusing your marketing and branding efforts online can be an effective means to get the word out to the right people. On my recent summer read tour with fellow Texas YA authors, we had a tour blog set up a couple of months prior to our events that garnered thousands of hits and counting. Old school thinking on group signings is how many books did you sell. New school thinking is about exposure, perception, name recognition and the number of online hits you get before, during, and after the event if it’s promoted effectively online.

A book signing might have ad promo and get people to come see you, but the exposure is greater online where a website’s traffic can be hundreds or thousands of hits a day with the post continuing to get hits even after the book signing event is over. And with a reader already online, they can click on a link and buy your book, or download a sample on their e-reader that might entice them to buy the rest of your novel. This doesn’t mean the book signing is dead. It just means authors have choices on how they spend their time. And some ingenious folks have devised a way for authors to digitally sign a photo taken at the event or their actual e-book. (Here’s one LINK on that.)

Online Marketing I’ve Found Effective:

1.) A professional looking website or blog – Blogs are free if money is tight and you can share the work by putting together a group blog, like TKZ. My website designer – xuni.com – specializes in authors. For great examples of websites with cool navigation, check out her portfolio.

2.) Twitter – Get to know your regional review bloggers. They can be great support.

3.) Other Social Media – I hate Facebook for many reasons, but there are other sites that could be more effective. I’m trying Tumblr now.

4.) Goodreads – If you don’t have an author page here, why not? It’s free and you can link your blog to your Goodreads author page to keep material fresh without much effort. Any Goodreads member is a reader and your target audience.

5.) Amazon Author Central – Did you know that you can update your own author/book page for reviews, book endorsement blurbs, post book trailer videos, etc.? If your brand is important to you, you may want to take control of your author page.

The simple truth is that most authors won’t see a great deal of promotion dollars from their publishers. You’d think that if a house were taking on a new author and book that they would include a certain amount of money geared for promotion, but the reality is that the publisher spends generic dollars on promoting their line of books or other authors’ work and hope readers will notice your book in the process. They rely on the author doing their own promotion. It’s quite conceivable that the average author will spend more to promote their book than their publisher will, especially given that houses are tightening up on advances and other expenses.

So as authors look seriously at self-publishing and e-books, it’s real tempting to cut back on the time consuming and resource depleting efforts to promote that detracts from the time you have to write. Time literally is money in this empowering new future, but having online marketing supports your digital sales. Many might think that simply having your book available for purchase online is enough and that money will roll in. For the average author, this simply isn’t the case. You have to try things to see if they work for you. Traditional houses are watching the self-published authors with solid sales and offering them contracts because they have a readership and a marketing platform that will come along with them. When I first sold, I had no idea how important my own marketing would become. Self-published authors today will know more than I did when I sold, but they will also have to weigh how important it will be for them to sell traditionally if it means giving up control of their copy rights and business decisions.

In my opinion, the number one best thing you can do—whether you get published traditionally or go the self-published route—is to write a good book. And in either case, you’ll need to build a readership, people who like what you do and will come back for more. Online promotion on various fronts is a good way to get the word out in a cost effective manner to tap into a marketplace of the savvy readers we have today.

For discussion, I’d love to hear. How do you find out about books you want to buy these days? And how important is it for you, as a reader, to make a connection with the author either online or in person? What are your favorite ways to do this?

Specifically for authors—aspiring, self-published, or traditionally published—what methods of promotion have you found most helpful? (Yes, aspiring authors should weigh in. Having an online website/blog presence is important for you, too.)

Going E

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James Scott Bell

Today I announce my first E book exclusive.
Watch Your Back is all new material, a novella and three stories of suspense. Page turning stuff. At least, that’s my claim. For less than a Starbucks latte you can test that claim for yourself. I’d love to hear from you if I’ve done my job.
It’s available for the Kindle and the Nook.
This is all an exciting development for me. While I’m still working under a traditional contract, I see this arena as a way to complement that work. I’ll be growing new readers and giving my current readers more product. What’s not to like about that?
But mostly it’s about the writing. 
See, I always wanted to do one thing, since I was a kid: write stories. Write books. The kind of books I loved to read. Page turners. Twisty plots. Up all night stuff.
I had to work hard to get there, but I did. And I’ve appreciated every moment of the ride.
There were some years I put out two novels in a year (and once or twice with a non-fiction writing book thrown in). But that had to be it, because of publishing schedules, limited shelf space in the stores and so on.
Now I don’t have to wait 18 months for a book see the light, or worry about getting more than spine-out shelf space once it does. I can have a book out there as soon as I think it’s ready. And readers can have it in their hands in seconds.
I always admired the pulp writers of the golden age. The era of Black Mask and Chandler and Hammett and Cornell Woolrich, guys writing fast and furious for a penny a word, providing stories for a voracious public. Turning out some of the greatest examples of American suspense ever written.
I wanted to write in that tradition, and now I can.
It begins here, with Watch Your Back.
In the title novella, hotshot IT guy Cameron Cates seems to have it all. A secure job, a fiancée who loves him and the prospect of a steady life ahead. But then he sees her.  The new woman at work. And like watching a car crash in slow motion, Cam knows he can’t turn away and is powerless to stop what happens next. A tale of lust and greed and corporate America––and what happens to dreams that become all too real.
Fore Play is the story of the world’s top golfer and the trouble that follows his off the course activities. Let’s put it this way: his game will never be the same.
In Rage Road, a nice young couple thinks they’re out for a smooth ride through some lovely country. The truck behind them has a different idea.
Married man Frank Dabney has learned to listen to his wife, Susie. But in Heed the Wife he finds out he may have listened one too many times. 
For Watch Your Back I hired cover designer Jeff Gerke (if you’re interested in his services you can contact him by going here. Tell him I sent you). I had beta readers read and edit the content, and hired out the text formatting.
But the stories are mine and it’s an absolute thrill to be able to share them with you now. There’s more to come.
Is this a golden age for writers or what?
So allow me to consider this a launch party of sorts, for Watch Your Back and my future e-books. I’m just sorry I can’t offer you a glass of wine and some gourmet cheeses. But I’ll hang out here today and read your comments and answer any questions you might want to sling my way.
And thanks for stopping by.