Tag Archives: Book Promotion

Why I Suck at Marketing

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Why I Suck at Marketing
Terry Odell

shopping cart of booksBeing an old dog and, as an indie author, being responsible for every aspect of my book publication processes, it’s hard to remember that just because I don’t like something doesn’t mean nobody else does. I’m not talking about the writing. Everyone finds the system that works for them. Plotter, Pantser, or Plantser? Nitty gritty or beautiful words? How much violence? Profanity? Look at any best-selling book’s reviews on Amazon. There will be one and two star ratings along with the fours and fives, so you’ll never please everyone.

No, I’m talking about the other side of the job. The part I dread.

Marketing. Promotion. Getting the book from “uploaded” to “being bought.”

There are so many aspects of marketing, and I haven’t found any I like.

But just because I don’t like them doesn’t mean I shouldn’t at least give some of them a try. Debbie covered some of this in her post yesterday.

I know authors who promote a new release with Facebook “parties.” Or blog tours, some of which they spend bucks on to have a professional set them up.

What I see is people who follow these tours are looking for a chance to win whatever giveaways the author is enticing people with. Most of them aren’t buying the book. But maybe the authors are looking at this as more of a way to connect with readers, which might lead to future sales.

What about posting things on social media? I’ve said it before, and my opinion/advice hasn’t changed. Social media should be at least 80% SOCIAL. Seeing countless variations on “buy my book” doesn’t work for me as a consumer, so I don’t do it as an author.

I’ve never bought a book based on a book trailer. I might have looked at the book after a trailer, but that’s rare. Yet, just because I don’t think book trailers are of much value, some people do. And, because it was very easy to do with Canva, I went ahead and made a trailer for Double Intrigue.

Again, because it was easy, and more fun than a lot of other marketing chores I avoid, I created some graphics as well. Do they send people to my book pages? I don’t know. But they seem a slightly more subtle way to draw attention to my book. (Clicking will enlarge images)

Don’t get me started on ads. When I’m shopping for a book, I usually have a good idea what I’m looking for, and go straight there. I’ve been told that Amazon puts ads on book pages, but to be honest, I don’t think I’ve ever noticed them. Of course, that’s because 97.63% of my book purchases are at Barnes & Noble, not Amazon. Almost all of my Amazon “buys” are the monthly free books because I have a Prime account. B&N probably has ads, too, but there again, I’m there for the book I want.

I haven’t done Amazon ads.

The big reason? Because Amazon ads require all sorts of conniving to reach an audience. You have to bid for placement, target an audience, set budgets, do AB testing … my old brain hurts, and I wonder how much money you have to put out there before you see a return. I was at a workshop once, and the presenter said she had no issues with forking over $200/day just to test her ads. Not me. And having to take courses to learn how to run ads … not my thing. I’d rather spend that time writing. After all, writing the next book is the best marketing ploy.

Now, I have run ads (not talking about Featured Deals) at Bookbub because they’re very easy to set up. Are they as effective as if I’d spent the time learning how to use Amazon and Facebook ads? I don’t know. Can’t compare what I haven’t tried.

A takeaway here is that you shouldn’t be acting based on only your preferences. You’re not your audience. You’re not your peers.

Another aspect of marketing I learned the hard way. Covers. They’re part of your book’s image. Part of your brand. They need to let readers know at a glance what kind of a book they’re being asked to buy. That’s why publishing houses have art and  marketing departments, and they’re separate from the editing side. Deb went into covers in great depth last week, and I shared a post I did about covers there as well.

What about you, TKZers? Do you enjoy the marketing side of publishing? And yes, even traditionally published authors, unless they’re the BIG NAMES, have to do some of their own marketing.

New! Find me at Substack with Writings and Wanderings

When your dream assignment turns into more than you bargained for …
Cover of Double Intrigue, an International Romantic Suspense by Terry Odell Shalah Kennedy has dreams of becoming a senior travel advisor—one who actually gets to travel. Her big break comes when the agency’s “Golden Girl” is hospitalized and Shalah is sent on a Danube River cruise in her place. She’s the only advisor in the agency with a knowledge of photography, and she’s determined to get stunning images for the agency’s website.
Aleksy Jakes wants out. He’s been working for an unscrupulous taskmaster in Prague, and he’s had enough. When he spots one of his coworkers in a Prague hotel restaurant, he’s shocked to discover she’s not who he thought she was.
As Shalah and Aleksy cruise along the Danube, the simple excursion soon becomes an adventure neither of them imagined.

Like bang for your buck? I have a new Mapleton Bundle. Books 4, 5, and 6 for one low price.

Terry Odell is an award-winning author of Mystery and Romantic Suspense, although she prefers to think of them all as “Mysteries with Relationships.”

Emotional Trigger Words + The Id

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A trigger word is a word that evokes a strong emotional reaction to compel someone to act. The reaction could be anything from clicking an article, opening an email, or buying a product. Like with most things in life, we don’t want to abuse trigger words. If used ethically, trigger words can help our books/newsletters/blog/articles reach a wider audience.

How are Emotional Triggers Formed?

The same way we trigger emotion in readers—tickle the senses. Some of our most powerful memories include the smell, sound, or taste of certain things when associated with a positive or negative connotation. But trigger words work differently.

All decisions made by us or others consist of multiple conscious and subconscious emotions. By delving into the psychology behind human behavior, we can increase sales and visibility.

4 Emotional Triggers

#1) Belonging

It’s human nature to want to belong to something. The writing community, a family, book clubs, critique groups, a religious organization, or other social groups. Giving people a sense of belonging works remarkably well. For example, I write “join my community” rather than “subscribe (which has a negative connotation) to my newsletter.” That little tweak makes a huge difference in how the message is received.

Trigger words for belonging

  • Community
  • Join
  • Become a member
  • Mutual
  • We
  • Together
  • Society
  • Neighborhood

#2) Fear

I can’t see why authors would want to use a fear tactic, but it’s listed as a marketing ploy. Though you could use fear triggers as keywords or in a book description.

Trigger words for fear

  • Worry
  • Anxiety
  • Concern
  • Terror
  • Death
  • Toxic
  • Mistake
  • Embarrassed
  • Nightmare
  • Doubt
  • Phobia
  • Horrific
  • Disastrous
  • Plummet
  • Warning
  • Danger
  • Looming
  • Shattered

#3) Guilt

Guilt is a powerful emotion, right? Charity organizations overuse this tactic. For us, triggering a guilt response would not be an effective way to market books. But we can use the trigger words in book descriptions or as keywords/key phrases for better targeting.

Trigger words for guilt

  • Goodwill
  • Humane
  • Disgrace
  • Shame
  • Disgusting
  • Charity
  • Donation
  • Mercy
  • Kindness
  • Empathy
  • Generosity
  • Compassion
  • Bleed for
  • Sympathize with
  • Feel for
  • Grief
  • Sorrow
  • Understand

#4) Trust

Trust is important for building a long-term business. When readers trust you to deliver the same quality in each book, article, or newsletter, you’ll build a loyal audience. Don’t try to fake this emotion, or it’ll backfire.

A few ways to show you’re trustworthy

  • Be transparent
  • Display reviews from other readers
  • Be genuine
  • Show you’re human, not perfect

In one newsletter, I wrote, “I have no words of wisdom for you today. The well is dry. I left all my emotions on the page.” I never once tried to fake it. And y’know what? I received the sweetest responses. Being emotionally spent is something we’ve all experienced, so we relate. We empathize.

Trigger words for trust

  • Caring
  • Fair treatment
  • Quality
  • Competency
  • Apologize
  • Sorry
  • Change
  • Never
  • Always
  • Privacy

The Pleasure Principle

In Sigmund Freud’s psychoanalysis, he described the pleasure principle as the instinctual force that motivates people to seek pleasure, to satisfy biological and psychological needs, and to avoid pain. The id resides in a primitive part of the psyche and is the only part of the personality that’s present at birth. Which explains the terrible twos. The ego doesn’t develop till age three or four.

Three major components of personality

  • The id – impulsive part of one’s personality that is driven by pleasure and repulsed by pain
  • Ego – conscious part of one’s personality that mediates between the id and superego and makes decisions
  • Superego – judgmental and morally correct part of one’s personality

Freud conceived the id as the unconscious mind’s primary source of motivation for all human behavior, from basic wants and needs (think: hunger and thirst) to emotional expression, impulses (think: aggression), and sexual desires. The id acts according to the pleasure principle — it seeks to fulfill its needs and desires in any way possible while avoiding pain or discomfort.

We live in a world of immediate gratification. No longer do we need to wait for the stores to stock a new album or novel. We can download it in seconds.

Can you guess how social media might affect the balance of the three components of personality? Likes, comments, and shares feed the id while making it difficult for the ego to mediate the feud with the superego. Hence why some people feel the need to condemn others and cast judgment.

TKZers, have you considered using psychology in your marketing? Do you use trigger words in book descriptions, keywords, and/or marketing?

Please note: I’ll be on the road today and will respond to comments later this afternoon. Hope you all have a fabulous day!

#BookTok Tips for Writers

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Last week, Steve asked for a post about #BookTok on TikTok. Since I wrote an article for Anne R. Allen’s blog in October 2022, I’ll repost it here so all of TKZ can benefit. I’ve included 2024 updates in bold.

When the buzz of TikTok started spreading, I wanted no part of it. With two Facebook accounts, Twitter, Instagram, Pinterest, LinkedIn, YouTube, Goodreads, etc. the last thing I needed was another social media site. I could barely juggle the audience I’d amassed on social media over the last twelve years. Then I discovered #BookTok, and my outlook changed.

#BookTok

The hashtag #BookTok opens a doorway to a subsection of TikTok where thousands of voracious readers spend their time, along with #WriterTok and a host of genre hashtags. #BookTok exploded over the last two years. In fact, #BookTokers call the dancing/singing videos “the wrong side of TikTok.” Rarely, if ever, do we venture outside of #BookTok — a loyal, generous community bonded by our love of the written word.

Remember when social media was your guilty pleasure, your happy place, and you looked forward to hopping online? For many of us, that drive faded away when politics and rants filled our timelines.

Yet, having a social media presence is a vital part of an author’s career. The problem is, once we form the emotional connection between social media and publishing, engaging with readers can start to feel a lot like work. #BookTok reignited my spark, and it can do the same for you. Not only is it a blast, TikTok in general is a selling machine.

WHAT IS TIKTOK?

TikTok calls itself an “entertainment platform.” Statistics show people spend more time watching TikTok videos than Netflix. Shocking, right? By its very nature, TikTok is a storytelling platform. The videos that reign supreme tell some sort of story, engaging the viewer through drama, comedy, or bewilderment.

The beauty of TikTok is that even with only a handful of followers, content can still go viral. I’ve personally witnessed new accounts gain 20-30K views on one video. Romance (all genres) do the best, followed by fantasy/sci-fi, mystery/thriller/suspense, YA, paranormal, and horror. True crime and nonfiction have their own massive audience. No matter what genre you write in, your audience is on #BookTok. All ages, all genres.

TIKTOK MYTHS

  1. I’m too old for TikTok.

As someone in their — ahem — mid-fifties, I thought the same thing. Nothing could be farther from the truth. When TikTok hit the scene, it did cater to a younger demographic. That’s changed over the years. #BookTokers range from 20s to 80s.

  1. I refuse to make a fool of myself to sell books.

Sure, there’s a lot of silliness on TikTok, but you don’t need to do anything that makes you uncomfortable. Be your beautiful, reserved, crazy, funny, introverted, or extroverted self. That’s who readers want to know, not some made-up version of yourself. Although, if you write spicy romance and want to conceal your identity, that’s okay, too.

  1. I don’t have time to learn another social media site that’ll probably disappear in a few years.

All writers suffer with the same issue. There simply aren’t enough hours in the day. Here’s a cold, hard truth: sooner or later authors won’t have a choice about joining TikTok. Our audience is turning away from Facebook and Twitter. At the end of last year (2021), Facebook reported its lowest daily views yet, and they attributed the loss to TikTok.

Of all the social media sites, X-Twitter has the lowest ROI for selling books. Do you know who has the highest? TikTok. Why? Because it’s unlike any other social media site.

  1. You must be tech-savvy to create videos.

TikTok does have an advanced video creator built into the app, but it’s very easy to use. They also provide video tutorials. If you still have trouble, head to YouTube. Creators post step-by-step instructions that anyone can follow.

  1. You must be comfortable in front of the camera to use TikTok.

I’ll tell you a little secret. The thought of shooting videos scared me half to death. The few videos I posted on social media took me forever to create, obsessing over every tiny detail, and I still wasn’t happy with the end result. Before I jumped on TikTok I froze in front of the camera. I wasn’t a fan of public speaking, either. Sure, I could hold my own at a book event, but I still trembled inside.

#BookTok helped me overcome that heart-stopping fear. And tomorrow, I fly out to film three episodes of a true crime series for TV (UPDATE: They’ve aired. Check out A Time to Kill, Season 6, on Investigation Discovery). Guess how the producers found me? Initially through my website — I still say authors need a home base — but they got a feel of my personality through my TikToks (videos). I can’t say that sealed the deal — they also read my books — but it definitely helped.

HOW DO AUTHORS START ON #BOOKTOK?

Download the app and setup an account. I started with a business account, but that was a mistake. Personal accounts get more views. Be sure to use your author name. If you use more than one pen name, then either create an account for each or umbrella them all under your real name. Choice is yours.

All you’ll be doing at first is lurking. Let me warn you. TikTok may seem overwhelming at first. You can spend hours watching talking dog videos, cooking videos, and any other passion you may have. Here’s the thing. The more content you watch that’s not book related the more you’ll confuse the algorithm. Learned that lesson the hard way.

Once you gain a thousand followers, the link in your bio becomes clickable. Still include one, though. People know to copy/paste a dead link. I use LinkTree. Back in 2016, LinkTree solved social media’s most annoying problem — only allowing one link in bios. Now, all your social media, newsletter sign-up page, website, blog(s), books, giveaways, etc. can be housed under one LinkTree link. And it’s free!

THE TIKTOK ALGORITHM

TikTok’s secret algorithm far exceeds all its competitors. When a new user signs up, it throws all kinds of videos at you, then watches and learns which ones you react to or re-watch. If you stop at every talking dog, the algorithm will flood your For You Page (timeline) with more talking animals. The longer you watch, the more it thinks that’s what you want. I can’t resist anything animal related. Hence why it took me a while to train the algorithm to gain more #BookTok followers.

Some authors advise to create two accounts. One to watch animals or whatever. The second for book related content. Alas, I use one account for everything, but I’m cognizant of the type of videos I watch. The algorithm has figured out that I love books and animals. Since I include animals in my books, I feel it’s related.

Pay close attention to authors in your genre.

  • What type of content do they create?
  • Do their videos get a lot of interaction?
  • Do they post only book content?
  • What other type of content do they post?
  • How does their audience react?

CREATING YOUR FIRST TIKTOK

Once you get comfortable with the app, you’ll feel the urge to jump in. Resist that urge for another week. I did nothing but lurk for a solid month. By the time I created my first TikTok *cringe* I felt I knew the rhythm of #BookTok. I didn’t. And neither will you. But that’s okay. The only way to learn the ins and out of #BookTok is to jump in headfirst.

Then why did you tell us to lurk first?

Because you’ll be ahead of the game if you do. All that knowledge you’ve acquired will benefit you when you’re ready. Think about this… You’re in #BookTok and stumble across a how-to video. If you don’t know what they’re talking about, you’ve wasted valuable information. For example, Trending Sounds or “how to invert” the title on your cover so it’s not a mirrored image.

WHAT IS A TRENDING SOUND?

A Trending Sound could be a fragment of music or a voiceover that helps you connect with an audience. All of TikTok uses Trends. You’ve probably seen the dance videos that everyone copies. Well, #BookTok has their own Trends and Trending Sounds.

2024 UPDATE: TikTok also owns CapCut, a video software app. If you use a trending CapCut, you’ll get more views. This video sold 100 books in one day. Why? Because I used a trending CapCut. When’s the last time one of your Facebook or Twitter posts sold that many books in a day? A video, I might add, that took me less than one minute to create.

It’s fantastic exposure. TikTok content lives forever. Unlike other social media sites, the algorithm constantly pushes old TikToks to new people.

Early on, I created a video of calling “my” murder of crows for breakfast. I showed the empty trees, me calling for Poe (the alpha), and the crows flying in moments later. That one video has over 5K views and climbing (2024 UPDATE: 31K views and climbing). It relates to my books because in my Mayhem Series, my antihero has three wild crow companions (Poe, Allan, and Edgar).

DUETS

Duets are when you, well, duet someone else’s video. Here’s an example of me duetting a cop’s video.

It works for my audience because I’m a crime writer. Romance writers duet male models, and their audience goes crazy. Paranormal writers might duet a medium or ghost hunter. If you write cozy mysteries in a library setting, duet a librarian. Write about vampires? No problem. Duet a vampire (yes, they’re on TikTok). Serial killer thriller author? Duet videos about serial killers. Think outside the box.

FINDING YOUR AUDIENCE

Are your books geared toward an older audience? Use the #GenX hashtag along with a genre hashtag. Are you targeting millennials? Use #GenY. Knowing who your audience is the key to finding potential readers. Niche down from there.

Some authors say never to follow other authors, but that’s a mistake. Writers are your people, your tribe. We learn from each other. We help boost each other’s views. #BookTok wouldn’t be nearly as fun without other writers. And we read, too!

TRENDS

We also start our own Trends, and they’re hilarious. Last week, a writer friend used the videotape filter. I’d need a whole other post to discuss filters. Suffice it to say, the TikTok looks like you’re being videotaped by someone else. In this case, the police were searching for a missing person: Grammarly. She was Suspect #1. In her video, she named me and a slew of other mystery/thriller authors as possible suspects, and we all created videos of being interrogated by the cops. Mystery & thriller readers loved it! We all gained new followers and sold books from that one idea.

And that, ladies and gentlemen, is the genius behind #BookTok. It’s marketing that doesn’t feel like marketing. Some savvy authors sell between 200-600 books per week from #BookTok alone. Still think it’s a waste of time?

FINAL THOUGHTS

I’m not sayin’ it’s easy to get started. Finding your groove takes time. But once you get the hang of it, you’ll find your audience much faster than any other social media site. If you’ve never watched a video review of one of your books, you’re missing out on something special. It’s humbling to witness the reaction of a reader who just closed the cover, tears still in her eyes while she gushes about how much she loved your characters or the story, and how she felt while reading.

Duet every review.

Authors can either “blind react” to a review or prepare themselves first, both done via the Duet feature, helping the review reach more and more readers. After watching a particularly emotional review of I AM MAYHEM, my son said to me, “Imagine how many other readers you’ve touched in the same way?” He’s right. Before #BookTok, authors never had the pleasure of witnessing immediate reactions from readers. Now we do.

Have you considered joining TikTok? Has this post inspired you to see if you’d be happy there? What are your biggest concerns?

Marketing Outside the Box

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Marketing Outside the Box
Terry Odell

This is my last post before TKZ takes its annual holiday hiatus, and I’d like to wish everyone a happy whatever you celebrate. If things have gone according to plan, I’m in Prague on my way to Vienna to embark on a Danube river cruise. I’m not likely to be around to respond to comments immediately, but I’ll do my best to check in.

In a happenstance of diversity, we’ll be observing Hanukkah on board while stopping at numerous Christmas markets. Another event we’re planning to participate in  while in Prague is Krampusnacht, which celebrates the Norse God of the underworld, although it’s become associated with Christmas. Works for me. Of course, I’ll have trip recaps and pictures when I’m back. And, I hope, notes for a new book.

Speaking of new books, Deadly Adversaries is moving along the pipeline, and it’s time to think more seriously about the (to me) dreaded marketing. As long as I’m here, I’d like to point out that Deadly Adversaries is now available for preorder.)

Even if you’re traditionally published, you’re expected to bear some of the load. Inundating the interwebs with “buy my book” proclamations isn’t my thing. Remember, too, that social media platforms should emphasize “Social.”

Say “Marketing” and people assume you’re talking about running ads. That can be part of it, and depending on the platform, can be very effective, but there are other low-to-no-cost options to build buzz for the book.

What have I been doing?

Creating images that help call attention to the book. Between Canva and MockUp Shots, I’ve made half a dozen or so, using quotes from the book, such as the ones below.

Instead of making everything “buy, buy, buy”, I like to give readers something in return. I’ve been writing vignettes, scenes, and short stories that are companions to the books. These take two forms. For some, I interact on a personal level with my characters, giving readers a chance to peek behind the curtain. Here’s an example showing when Randy Detweiler, of my Pine Hills Police romantic suspense series showed up at my office.

When Randy Interrupted

“Come in, Randy,” I say. We’ve been working together on Finding Sarah for a couple of months now, but I still can’t get used to how tall he is. I’ve written him as six-six, but I have a hunch he’s even taller. But he’s comfortable with his height, walks with an easy grace across my office and settles himself on the couch.

I remember his awkwardness at our initial interview. Like he was afraid it was a stereotypical casting couch, and he might have to ‘buy’ his way into the job, or I was going to make sure he could handle the sex scenes.

“What can I do for you?” I ask.

His lips curve up in a shy smile, and he shoves a lock of hair off his forehead. “I…um…I had a suggestion. For my character.”

I give him my full attention now. He’s never demanded—heck, he’s never even suggested anything. Maybe he’s nervous. We’re about to get into his first real sex scene with Sarah. It’s not like he’s naïve or anything, but I know how characters can get self-conscious when they’re actually asked to perform on cue. At least he’s not one of the cocky ones, no pun intended, who thinks he can take over the scene.

“Well, I was looking at the pages. You know how, afterward, we’re sitting around eating pizza. I’m watching a basketball game, and Sarah’s trying not to be bored. I thought maybe you’d let me play piano for her.”

My jaw drops. I search my memory for his initial interview. “Piano? You play the piano?”

He ducks his head and nods. “Yeah. I haven’t played in a while—long story, old memories. But after working with Sarah on this book thing, well, she’s made me a lot more comfortable with my past, and I’d like to get back into it. I thought it might work for the story.”

“You can really play the piano?” I ask, sounding too much like a babbling idiot than a writer in control of the manuscript.

“Would you like to hear?” he asks.

“No, that won’t be necessary. I believe you. What’s your preference?”

He shrugs. “Doesn’t matter. I play it all. Classical, rock, jazz. I worked my way through college playing in lounges.”

Okay, so now I’m scribbling notes. “You can do Simon and Garfunkel?”

He grins. “Piece of cake.”

“What about something melancholy? One of those things that make the world stop?”

“I can handle that. Beethoven’s Pathetique should work.”

I stand and walk around the desk. He remains seated, not because he’s rude, but because he knows our eyes will be level. I shake his hand. “Take a couple of hours off while I rewrite. See you at three.”

“Will do. I’ll go home and practice.” He stands, towering above me. I study his hands and understand why I described them the way I did on page 26.

I watch him leave, wondering if he’ll like the scene coalescing in my head. It’ll mean a bit of a rewrite. Will he be able to handle an on-scene emotional breakdown, or will I have to write it in Sarah’s POV? I turn back to my computer and open a new document. I hear him whistling Bridge Over Troubled Water as he walks away.

Others works provide back story that doesn’t really have a place in the books themselves. This is my newest one, When Titch Met Gordon, featuring a secondary character who showed up in book 2 fully formed. I thought readers might like to get a closer look at his history. It’s a little too long to include here, but if you’re interested, you can downnload When Titch Met Gordon here. Consider it my holiday gift to you.

What do I do with them?

The images go into my newsletter and onto my blog and Facebook pages.

Randy’s story was offered to my newsletter subscribers as a simple ‘thanks for being here.’

When Titch Met Gordon is going to be a reader magnet, a gift to new subscribers.

How do I get it to them?

BookFunnel is an easy way to distribute works. I have Draft2Digital do the formatting, then upload them to BookFunnel. D2D doesn’t require you put works on sale, so it’s an easy way to use them as gifts or magnets. You also have a choice of collecting emails or not, or having them sign up for your newsletter. For this one, I’ve gone the ‘no string’ route for now. If it’s a reader magnet, they people will have to sign up for the newsletter to get the story, so there’s no point in making them sign up again. BookFunnel will let you make separate landing pages, so you could have one that requires a newsletter signup as well.

What about you? What marketing techniques beyond taking out ads have your found effective?

How can he solve crimes if he’s not allowed to investigate?

Gordon Hepler, Mapleton’s Chief of Police, has his hands full. A murder, followed by several assaults. Are they related to the expansion of the community center? Or could it be the upcoming election? Gordon and mayor wannabe Nelson Manning have never seen eye to eye. Gordon’s frustrations build as the crimes cover numerous jurisdictions, effectively tying his hands.
Available for preorder now.

Terry Odell is an award-winning author of Mystery and Romantic Suspense, although she prefers to think of them all as “Mysteries with Relationships.”

Twitter Tutorial – From Zero to 12K

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Gerd Altmann – Pixabay

by Debbie Burke

@burke_writer

Full disclosure: I’m lousy at social media.

My writing bona fides are respectable with six published thrillers, numerous nonfiction articles, and this wonderful gig on TKZ.

Yet, after three years on Twitter, I have a low three-figure following. Pitiful, huh? 

Clearly, I’m doing something wrong.

Social media is that annoying stone in my already-uncomfortable marketing shoe. For contemporary authors, it’s a fact of life that we may not embrace but we can’t dismiss it either.

Recently, during an off-air discussion with TKZ regular Ben Lucas, he mentioned he was working on his as-yet-unpublished first novel and…

…he had more than 12,000 Twitter followers.

What???

How does a writer without a single book to sell develop such an impressive presence on social media?

I needed to know more. So I asked him.

His answers are today’s post.

Take it away, Ben!

 ~~~

Debbie: How has an as-yet-unpublished author collected 12K Twitter followers in less than a year?

Ben: First, I wanted to thank Debbie for allowing me to post on TKZ. I hope she keeps this line in so that you all know I’m grateful to be given the opportunity to share. This is a new personal high, and I hope to return the favor.

Technically, I’m a new author, but I’ve studied the craft for over a decade. Most of this is not new information, just good use of good advice. I have 12.5K Twitter followers, 9.8K on LinkedIn and another 5K on Facebook. These are the links:

The obvious question is, why am I doing this if I have no book to sell? It’s a line item of a giant checklist to help my future launch be successful. 2011, my first go around getting a book published was a disaster—many lessons learned. A big failure on my part was not using good advice or best practices.

But in 2020, (me having regrets), I listened to James Scott Bell on Great Courses. My immediate takeaway was marketing is crucial. That experience started my WIP, but also made me determined to brand myself. After more careful study, I started my social media building last December.

Marketing and branding are kind of related, but different. Marketing is the efforts you make to generate sales. But, branding is the business image you create. As I went along, I built my social media base to create goodwill and credibility whenever I can, (e.g. branding).

For the record, I have no illusions, as I’m keeping my hopes high and my expectations low. None of this is guaranteed, especially if my book comes out and SUCKS!

James Scott Bell says you can’t sell books on Twitter. I think he’s 100% right. If there is an effective marketing technique on social media, I haven’t seen it yet. Actually, besides announcing great deals, a lot of sales tactics on Twitter leave me feeling awkward and tacky. But, there are more important things that social media will offer you, which branding seems the best effort.

My overall goal is to not be forgotten before I even get started. Multiple experts helped to develop my approach:

Post something at least once a day. Twice maximum. Any less and you are forgotten. Any more than twice, you are a nuisance. (I’ve actually stopped following people because they constantly send out four posts an hour and I don’t have time to follow it all).

You can’t just publish text as a social media post. You need something visual that should have a common look/feel. Canva.com comes in handy.

You need to follow other people back. Following other people back on social media will help you get into an algorithm. In short, if you are connecting to other readers and authors, Twitter will also suggest you as a connection to other like-minded individuals.

One reason people are following me is because I’m asking them to. I’m soft, not pushy, but consistent. For example, my common lead for my posts, “I would appreciate your support/follow on Twitter—for more information about me and my upcoming projects sign up for my newsletter https://therealbenlucas.com/contact/ #readmore #writingcommunity #writing #quoteoftheday.”

Here’s an example of something created using Canva. I send out a visual quote every day similar to this one:

Debbie: Are all your tweets on writing/reading?

Ben: Yes. Everything I tweet or post is about writing or others in the #writingcommunity.

Debbie: Do you contribute to/take part in groups not related to writing/reading?

Ben: No. All my efforts are about writing. I’m making new friends and relationships. I’m finding this very rewarding.

Debbie: Did you already have an established following for some other interest?

Ben: No. None. I have lots of other interest but nothing I wanted to write about. Being an author is my passion, and I spend nearly all my free time pursuing it.

Debbie: How much time do you spend on social media each day?

 Ben: I spend about an hour a day on social media (all three sites). I’ve become highly efficient—I had to, otherwise this can consume you like a shark devouring a guppy. Routine for me is important since I manage five people during my day job, have a wife, three kids, and a needy dog.

My daily routine is to wake up the kids, get people fed, go to the computer and post my daily thing. I’ll wish my followers a happy birthday or congratulations on their life events. I read TKZ, and if I can, add something to the conversations. After that, I do my day job and then try to write a thousand words between the remaining madness. At the end of the day, I interact online with some followers.

Debbie: What’s your day job?

Ben: I’m a Safety Manager for a construction company that services oil and gas. I have been in occupational safety and health for twenty-five plus years.

Debbie: How did you find your particular niche?

Ben: This question made me think of two different things.

  1. My niche for story telling came from my overseas experiences. I was in the UAE back in the early 2000s, working in one of the largest gas plants in the world. When the Arabs brought in the surface-to-air missiles, I thought it was time to leave. I was okay with the 50 caliber guns at the gate, but not the other stuff.
  2. My approach to branding comes from the safety profession and building and implementing management systems. I’m great at developing and measuring safety culture—which boils down to opinions. What I chase the most in my day job with our employees and clients is to shape their opinions. It’s an important part of business, which equates to building confidence.

If I do my job right, company culture is positive. Do it wrong, you have a negative impact or feeling.

Same thing goes here too, that I’m shaping my followers to feel good about connecting with me. My hope is my actions will lead to a positive opinion about who I am and what I do.

Debbie: You talk quite a bit about “brand.” Can you sum up in a sentence or two what your brand is?

Ben: For me, branding is two-fold.

I base my actions on four words which are sincerity, success, tolerance, and tact. (Posted on my Ted Lasso wall), my daily focus.

Brand statements to me are secondary, but I have one. “Ben Lucas is an author, rooted in thriller storytelling, who is inspired by the high and lows of the world oil industry.” For me, my brand statement will develop as my work matures.

Debbie: Do you ever attract “creepy” followers? If so, how do you handle them?

Ben: YES! This kind of stuff happens a lot to me because I tend to follow everyone back. But, don’t be afraid to follow other people. Be open to other like-minded individuals. If you follow others who are like-minded, you will build more followers. Connections can build even more followers and potential readers of your materials.

Overall, here are your best defenses:

Don’t follow people back if they appear to be scammers. I think there are some great articles on TKZ that go into a lot of details of what to look for.

Don’t answer back any direct or personal mail on social media, (like Twitter), unless you know the person. Social media is meant to be ‘social’ and you should communicate in group discussions or comments on posts. Once those conversations happen in private, things can get awkward fast.

Do not give out your personal details online.

You are in control—therefore, take control of the situation and block those people making things awkward. If it feels odd, be safe, block them, and make a report.

Debbie: Do you have a short synopsis of your upcoming book?

Ben: It’s called The Smoke Eater

(JSB Inspired Tagline)

Survival In a New Age of Extremism

When terrorist radicals are thrown into the mix, Reid’s new job turns deadly.

Desiring a fresh start, broken firefighter Reid Harris goes to Azurbar to work at the massive BuHasa facility. His new employer doesn’t care that he can’t pass the physical.

On his first day, Reid witnesses a stunning incident that determines his new norm. Martial law drives surging terrorism. He expected hard times, but now worries he can’t meet work demands. On top of Reid’s fear of dying on the job, a Azurbaree national with a vicious obsession further threatens his survival.

This is my working cover, which I made on Canva.com:

BTW – Recent posts on TKZ made me rethink my publishing strategy. My gut is telling me to buckle down and find an agent. I was inspired when I saw John Gilstrap’s video of his agent and editor being in sync with each other. He’s very fortunate to have people like that on his side. Going to start that process and see where it might take me.

~~~

Thank you, Ben, for sharing your well-thought-out strategy. You are setting yourself up for a successful launch. Let us know when that happens.

~~~

Social media sidebar bonus courtesy of Authors Guild member Joanna Malaczynski:

Social Media Market Share (Source: StatCounter)
#1 Facebook – Approximately 70% of the market
#2 Pinterest and Twitter – Approximately 10% of the market each
#3 YouTube and Instagram – Less than 5% of the market each (BUT SEE BELOW about the significance of YouTube)
#4 Tumblr and Reddit – Approximately 1% of the market each

Most Popular Search Engines (Source: Search Engine Journal and Visual Capitalist)
#1 Google – about 60.5 billion monthly visits
#2 YouTube – about 25 billion monthly visits
#3 Amazon – about 2.4 billion monthly visits (but used more as a search engine than Facebook)
#4 Facebook – about 20 billion monthly visits

~~~

TKZers: Feel free to share your social media handles in the comment section. Someone might want to follow you and you might find someone you want to follow.

~~~

Debbie Burke’s new resolution: tweet more about her series Tawny Lindholm Thrillers with Passion. Please check them out at this link.

Things to Consider for Successful Book Signings

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A reader took this pic as I signed her book.

Is there a right way and wrong way to sign a book?

Some authors claim you must sign the title page; others say you should sign the half-title page. Some authors cross out their printed name before signing; others consider it as defacing the book. Some authors only scrawl a signature; others personalize a message to the reader. Some authors include a date and location of the book signing; others don’t.

How can there be so much conflicting advice over signing a book?

I admit, I’d never heard of an author crossing out their name before conducting research for this post. I have more than a few shelves filled with signed editions, and none of the authors crossed out their printed name on the title page.

From where did this custom originate?

Authors seem split on the subject.

Some say the tradition started with personalized stationery. If you’re writing to a friend and your personalized stationery has your full name on it, crossing out the printed name suggests a more personal touch. Thus, an author crossing out their printed name on the title page suggests s/he is there in person to write his/her own name, so the signature supersedes the printed name.

Makes sense.

Others say the historic tradition dates back to the days of a small press run, where the author would hand-sign each book as an authentication of the text.

Also makes sense.

After all the blood, sweat, and tears I pour into each story, I would never cross out my name. I worked too hard to get it there in the first place. 😉 But it’s a personal choice. If you’re fond of tradition, then by all means cross out your name. Next, you’ll need to decide between one quick slanted line, a squiggly line, or a horizontal line drawn straight through the entire name.

To help you decide, read the comment section of Writer’s Digest.

What about adding a date and/or location?

Some say adding a date and/or location adds value for book collectors. Others say the author’s signature is most important. I’ve never added a date or location, but I like the idea of making it easy for the reader to remember when and where s/he met the author.

Personalization

I always ask if the reader wants the book personalized or just signed. I wish I could give you a definitive answer here, but the truth is, my audience is split on this issue. Half want a personalized message; the others are happy with a simple signature. As far as adding value, book collectors seem to agree that a lone signature is worth more than a personalization (aside from the date). That’s always been my impression, too, and one which I repeat to readers when I’m short on time.

“The book will be worth more with just a signature . . . when I’m dead.” 😉

When a line forms at the table, scrawling a lone signature makes life a lot simpler. Adding a date/location would only take a second, but that personalization can and will trip you up from time to time. Learned that lesson more than once. I donate the awkwardly signed paperbacks to my local library. It’s become a running joke.

“Hey, Sue. Book signing yesterday?”

“Yep.”

“Messed up a few?”

“Yep.”

“Excellent! See ya next time.”

Grumble, grumble. “See ya then.”

A few tips for personalization:

  • Always ask readers to spell their name. Even common names can have unusual spellings. Example: Stacy, Stacie, Staci, Stacey. Last names? Forget about it. The possibilities are endless. Thankfully, most readers won’t ask you to include their last name.
  • Before the event think of a few standard catch phrases for new readers. Bonus points if it relates to the book or series.
  • Also jot down a few standard catch phrases for your dedicated fans. You don’t want to sign your tenth book with the same catch phrase you used for your debut. By creating a new one per event you’ll lessen the chances of disappointment. When in doubt, a simple “Thanks for your continued support” does the trick. It’s not all that creative, but it works in a pinch.

Sharpie, Colored Ink, or Classic Black?

Again, authors are split. Have you noticed a trend yet?

Some authors say they sign in colored ink to show the signature wasn’t preprinted in the book or done with a stamp. Others claim colored ink looks amateurish and an author should only sign in blue or black ink. And some authors always sign with a Sharpie.

I never sign with a Sharpie. When you’ve got a line at your table, it takes extra time to let the ink dry before closing the cover. Otherwise, the ink smudges. Blowing on the signature could speed up the process, but that’s never a good look. Sharpies also tend to bleed through to the next page.

If signing with a pen, bring more than one. At my last signing I ran through three. It’s a great problem to have, but a problem nonetheless if we forgot to pack more than one pen.

What Form of Payment to Accept?

At my first book signing, I wrongly assumed everyone would hand me dead presidents. Big mistake. I lost a lot of sales by only accepting cash and the occasional check from sweet ol’ cotton tops. Whether we like it or not, a whole generation uses cards or apps for everything they purchase. Including books.

Thankfully, we don’t need to lug around a manual credit card machine aka the “knuckle buster.” Nowadays all we need is a cell phone.

The top two easiest ways to accept cards are:

  • Square Reader
  • PayPal Zettle

The Square Reader is one of the best and most popular options. Compact, easy-to-use, and accepts all credit/debit card transactions. Either manually enter the credit/debit card, swipe the card through the reader attached to your cell phone, or hover the card over the reader for a contactless transaction. Square also accepts purchases via an app. Most purchases don’t require a signature. For those that do, the buyer scrawls a signature on your phone with their finger. Square has added benefits, too, like keeping a running tally of daily sales.

When you sign up for a Square account, you’ll be asked to link a bank account. Funds from the book signing will be deposited on the next business day. There’s also an option for instant transfer. The nice part about Square is the ability to set up your products in advance. When a reader purchases a book(s), tap the product(s) and Square automatically adds the price. Easy peasy. Square does offer a stand-alone terminal, but it’s pricey ($299. on Amazon).

PayPal Zettle is another great option. The Zettle 2 device is a stand-alone terminal. Connects wirelessly to PayPal’s Zettle Go App via Bluetooth and accepts all credit/debit cards, including Apple Pay, Venmo, Samsung Pay, Google Pay, and contactless transactions. The terminal costs $79, but new Zettle account holders only pay $29. Like Square, Zettle allows you to set up inventory and pricing. They also offer a mobile card reader.

I use both Square and the Zettle terminal. Dead zones abound in my area. Whichever device connects first is my favorite of the day. 😉

Group vs. Individual Signings

Group author events aren’t my favorite things to do. Some venues try to squeeze ten authors into a room that holds about five, and it’s a miserable experience for everyone. Aside from conferences, I don’t bother with group events anymore. That said, a signing with one or two other authors can be fun. Plus, if you’re new to book signings, having a fellow author to show you the ropes will help relieve some of the pressure. I will say, a solo signing is far more lucrative than a group event. Though it may depend on your area.

The Actual Signature

Early on in my career, I received top-notch advice from an author friend who had experience with book signings. She told me never to sign a book with my legal signature. By signing in the same way as, say, a check, you’re inviting trouble. For example, my legal name is Susan, but I prefer Sue (obviously). So, I sign my books as Sue Coletta, not Susan, and I changed the way I would write my first and last name on a legal document. This new signature became my author signature.

Why is this important? Because if you hand the wrong person a signed book with your legal signature, they could easily forge your name.

Venues: Think Outside the Box

All book signings don’t need to be held in bookstores or libraries. I’ve had some of my most successful signings at local fairs and Old Home Days, and I’ve sold out and scored numerous book club invites.

Readers love unique book signing venues.

I have a friend who held book signings in hospitals (pre-pandemic). Another friend held a book signing at a local brewery. Another friend has gained her local audience by hosting Florida wildlife cruises that end with a signing. See what I’m sayin’? Be creative!

A few years back, I held a signing at a murder site in one of my thrillers, which is also a popular tourist attraction. I’ve held a signing in a tattoo shop featured in the book. Some of my murder sites are places where I plan to hold signings once the book releases. And I’ve gained a supportive fanbase because of it. I’m lucky that my area is a popular tourist destination. Some fans literally run to my table, all excited to see me again. My husband, son, and daughter-in-law come just to watch readers’ reactions. My grandchildren (8 1/2, 7, and 4 y.o.) are far less impressed . . .

Nanna, why are all these people here to see you?

Because I’m cool.

Hahaha. No, really.

Out of the mouths of babes, right? Little rascals help to keep the ego in check.

Most importantly, book signings should be fun.

A book signing is a time when we get to meet the folks who love our characters, plot lines, twists and turns. Enjoy the day. Each time we sign a book it’s a personal experience between author and reader. The “right way” to sign a book is a personal choice. If it feels right to sign in crayon, go for it. The only part that’s a must is to adopt an author signature. Why invite trouble?

Over to you, TKZers. Did I miss anything? Do you cross out your name? Use colored ink? Doodle little hearts around the title? Please explain.

 If you haven’t done a book signing yet, which of these tips might you adopt and why? Have you attended an unusual book event? Please explain.

 

How To Animate Book Covers

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Animated book covers are all the rage. Yes, they’re gimmicky, but they also draw readers’ attention. All over social media Fiverr folks announced animated book covers as a new service. Some writers rave about Fiverr, but I am not one of them. Aside from sending cash to a virtual stranger, what’s to stop them from slipping a trojan horse into the metadata? The moment I downloaded the image I’d be hacked. Once was enough, thanks. I’d rather figure out how to do it myself. And thanks to my friend, Harmony Kent, and her Story Empire post, I spent an afternoon refining the art of animated book covers. Now, I’m paying it forward to you, my beloved TKZers.

For those of you who aren’t comfortable with sites like Photoshop, not to worry. Animating book covers is a lot easier than it looks. It’s also addicting, so play with your book cover after you’ve met your writing goals for the day. If you’re still working on your first novel/novella or short story/anthology, don’t fret. Use this tutorial to animate blogging and/or social media images.

Ready to get started? Super. Let’s do this.

Step 1: Upload your book cover to Canva. Click “Create a design.” In the dropdown menu choose “Start with an image.”

 

 

 

 

 

Step 2: Once you’ve uploaded your book cover, click “Use in a design” and choose Instagram Post (the most universal size for social media).

Canva should stretch your book cover to fit corner to corner. If it doesn’t, as is often the case, then add a background. For my animated book cover, I used the background image of my book cover as the background, but a solid color also works.

Step 3: Save as PNG for best quality.

 

 

 

 

 

Okie doke. Here’s where it gets fun. On your iPhone or iPad, download Motionleap from the app store. They do have a free plan but the pro version only costs $19.99/yearly, which unlocks a lot more features. On non-Apple smartphones and tablets the same app could be under its former name, Pixaloop.

Step 4: In the app, click the photo icon at the top, and then New Project.

Step 5: Upload the Instagram Post book cover you saved from Canva and choose Animate (lower left corner).

Step 6: Then Select. Touch the area of the photo you want to animate.

As you can see, I chose to animate the background, headdress, and crystal in his hand. I don’t recommend animating text as it gets wonky if you do. If you make a mistake, click the white erase button (right side).

Step 7: Next, choose the direction of your animation.

The white line under the book cover adjusts the speed and the play button allows you to preview the effect. I erased the animation in the background. Sometimes less is more. Plus, I wanted to show you another cool feature.

To the left of Select, click the arrow button and a whole new menu pops up.

I want the headdress to break apart, so I chose Dispersion and positioned the circle around the headdress. There’s also tons of overlays and effects you can choose.

Step 8: Back out and save as GIF.

And that’s it. Want to see the finished project? Hopefully, the gif will work on TKZ. Otherwise, *awkward.* LOL

Because I broke down each step, it seems like a lot of work. It isn’t. Once you get comfortable, you can animate a book cover in 5 minutes.

Do you like animated book covers? Love ’em or hate ’em, it looks like they’re here to stay, but I wonder if they actually sell books. Have you ever bought a book because of an animated book cover?

How To Explode Your Email List

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Back in 2017, Jim wrote a terrific post with tips for success in traditional or independent publishing. One of his top tips for all authors is to build an email list.

Did you follow that advice? If you didn’t, heed Debbie’s warning on how NOT to get started. Even if you’re working on your first novel, you should be actively building your list. I’ll let David Gaughran explain why an email list is the most powerful tool at our disposal.

I’m sure all of you know the power of having thousands of committed readers signed up to your mailing list, allowing you to send each new release into the charts. Even if you’re not there yet personally, this should be something you are aiming for. Every single author should have a mailing list and be seeking to actively grow it.

Now that we know why an email list is so important, how do we go about it?

SUMO

To build an email list, we need a way to collect emails on our website/blog. SUMO is the #1 email capture tool. And it’s free. As of this writing, 886,114 sites use SUMO.

We’ve noticed lots of people struggle to collect emails because the tools just aren’t available or are too expensive. So we thought, why not make our tools available for you?

Our goal, plain and simple, is to help you grow your website.

— SUMO mission statement

Create a scroll bar, pop-up, smart bar, Welcome Mat, or static form to trigger visitors to subscribe to your list. If you offer a free book as an incentive (called a reader magnet), be sure to mention it in your form. No coding required. Takes less than a minute to design a form.

I’ve used SUMO for years with excellent results. I started with a smart bar that hung at the top of the website. I can’t remember why I switched to a popup. There’s no question popups are effective. They’re also annoying as all heck. So, I switched back to the smart bar. A Welcome Mat covers the entire page. The visitor must interact with the form to read the article underneath. They’re effective, but I’ve passed on articles because of them. Do what works best for you.

Pro Tip: Rather than offering the same reader magnet for years, swap it for a new freebie from time to time. Using the same one can become white noise after a while.

A Word About the “F” Word: Free

Being an author requires a long-term game plan. There is no get-rich-quick scheme. For most of us, one book won’t produce enough income to survive. Thus, we need a strategic approach to building our brand. The #1 way to do that is to grow our email list, and a free ebook campaign can accomplish that goal.

Many authors put their books into Kindle Unlimited. Which is fine, in theory, but it won’t grow your email list. Amazon won’t tell you who downloaded your book or how to contact them. Sure, you might gain visibility, but wouldn’t you rather form a long-lasting relationship with a fan who can’t wait for your next book? There’s only one way to meet that goal: grow your email list.

If you’re still not convinced, let me ask you this. How many $5 ebooks have you bought from an author you’ve never heard of without a recommendation from someone you trust? Not many, I suspect. Now, what if the book was free? You’d be more apt to take the chance, right? Of course you would.

Some of you may be thinking, offer my book baby for free? Gasp! Believe me, I get it. I know how much of your heart and soul you’ve poured into that book, but we need to shed the emotional attachment to move forward. View each book as a steppingstone leveraged for future sales. By sacrificing short-term gains, we set up long-term rewards. Capeesh? Super. Moving on…

Book Funnel

BookFunnel isn’t only a platform to send ARCs, though I do love that aspect. They automatically add a watermark to Advance Reader Copies to help prevent piracy.

Whether it’s delivering your reader magnet, sending out advanced copies of your book, handing out ebooks at a conference, or fulfilling your digital sales to readers, BookFunnel does it all. Just like you, we’re in the business of making readers happy. Let us help you build your author career, no matter where you are in your journey.

All true. You do need to pay-to-play, but they offer affordable plans. The New Author Plan is $20/yearly. If you only have 1-5 books, the New Author Plan might be enough to get started, but you won’t be able to collect email addresses unless you join a group promo. Even then, the starter plan has limitations. So, if you’re hoping to explode your email list, my advice would be to upgrade. The benefits far outweigh the cost.

Mid-List Author costs $100/yearly or $10/monthly (if the yearly plan is unaffordable right now, choose the monthly plan; you can always change it later). The premiere plan is Bestseller for $250/yearly. The plan titles are a marketing ploy to shame you into upgrading. That said, there are a few key differences.

  1. Mid-List allows 5K downloads per month; Bestseller allows unlimited downloads.
  2. Mid-List allows 2 pen names; Bestseller allows 3 pen names.
  3. Mid-List doesn’t include Priority Support, Bestseller does.

There’s one other difference worth mentioning. Mid-List has no email integration. Meaning, after a promo they’ll send a .csv file for you to upload to your list. Email integration uploads the names/addresses automatically. You can add email integration to Mid-List for $50/yearly, if you’d like. Or stick with the original plan and upload the .csv file yourself. Whatever works best for you.

Bestseller comes with 3 email integrations. Meaning, if you separate your email list into segments or groups, you can integrate a specific list for each BookFunnel promotion.

BookFunnel Landing Pages

You’ll need to do some work to setup your dashboard, but it’s a painless process. Add books and create beautiful landing pages in minutes. No coding or tech skills required. A landing page is where we send readers to download our freebie.

We have various options when creating landing pages. To grow the email list, check the box that ensures readers must give a valid email address to download the book. BookFunnel verifies each address before granting access.

BookFunnel Promotions

BookFunnel membership comes with free promotions. Hosts offer several different promo opportunities.

To grow the email list, scroll through active promotions in your dashboard and search for Newsletter Builder promos.

Check the requirements for each promo before joining. Some require a minimum number of subscribers in your email list (usually 1K).

Next, subscribe for updates in your genre. Every time an author sets up a new promotion, you’ll be notified via email. Spots fill up quickly, so don’t delay. Or host and run your own promotion and invite other authors to collaborate.

Pro Tip: When the promo goes live, share your personal tracking link in your newsletter, on social media, and your website. BookFunnel tracks your shares. It’s how you build a good reputation for future promos.

BookSweeps

If you like BookFunnel, you will love BookSweeps.

A premiere membership costs $50/yearly, but it discounts future promo opportunities, promotions that add hundreds of voracious readers to your email list. Not freebie seekers, either. These are book buying readers. Freebie seekers join email lists to get the reader magnet, then immediately unsubscribe.

Even with book buying readers, it’s normal for a few to unsubscribe when you send your first email. This happens for various reasons. Don’t take it personally. Think of it as a good thing. Once you hit a certain number (1K-2K email addresses, depending on email provider), sending newsletters is no longer free. Why pay for a reader who has no interest in your work?

Add a Pen Name

A premiere membership allows three different pen names. If you don’t have an alternate author name, create book specific pen names. For example: I created Sue Coletta for my Mayhem Series and another Sue Coletta for my Grafton County Series. Why? Because my two series have different character types, tropes, settings, etc., all of which we can distinguish under separate Pen Names.

Create a Reader Magnet

Generate email subscribers by adding an ebook to the BookSweeps directory, where readers can download the book in exchange for their email. When we create a reader magnet in BookSweeps, we can link to the next book in the series (for sale), add testimonials, and add sub-genres and tropes. It’s an excellent marketing tool.

BookSweeps Promotions

You do have to pay-to-play, but BookSweeps offers discounts once you’ve run a promotion or two. A $50 promo becomes $25 – $35, depending on the promotion.

The best part about BookSweeps promotions is they do all the work for you. All. The. Work.

  • 5 days before the promotion they send you the group promo images for FB and Twitter; they even create a shareable image for your individual book.
  • On promo day, they send you a reminder email with links to the shareable images.
  • During the promo, they remind you when the promo will end.
  • After the promo, they send you an email on what to expect next.
  • 5-10 days after the promo, they send you the spreadsheet with the email address, a separate spreadsheet for the winner and runner-up. That email also contains links on how to upload the list to your email provider, tips for writing a welcome letter, and other valuable information about nurturing your email list. 

Pro Tip: When running a promotion on BookFunnel, Facebook, Twitter, or your website, add a Sweep in the BookSweeps giveaway directory to increase your reach. Free traffic!

Writers: If you follow this advice, your email list will explode with new subscribers.

Readers: If you join BookFunnel or BookSweeps (both free for readers), your e-reader will explode with free books. Win-win!

Over to you, TKZers. What’s your #1 tip to grow your email list? Please share your experience.

Better Book Descriptions in 3 Easy Steps

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By SUE COLETTA

Let’s be honest. Writing a book description isn’t fun. It’s grueling, mind-numbing work that I detest with every inch of my being. Mastering the art of back cover copy-writing is an important skill. Therefore, I’m always on the lookout for tips.

Saturday, I sat through yet another webinar on the topic, and a formula emerged, a formula that finally resonated with me (after 11 books, it’s about time). So, I figured I’d share my discovery with you, my beloved TKZers, in the hopes that it’ll work for you, as well.

I should preface this post with, do as I say, not as I do. After my Ah-ha! Moment, I now need to rewrite all my descriptions. Oy. I’d prefer a bullet to the brain.

A 3-Step Formula

Back cover copy follows a simple three-step formula, but we do have wiggle room to experiment. With readers’ short attention spans these days, the advice is to keep the entire description to roughly 150-200 words. If your description runs 25 words longer than the desired range, I wouldn’t sweat it too much.

Step 1: Headline/Hook

To find our hook we need to look at the main conflict of our story. We want readers to identify with said conflict, so don’t shy away from the emotional impact it causes the hero. Don’t dwell on it, either. Every word counts.

The following books sit on Amazon’s Top 10 Bestsellers List in Psychological Thrillers, and each description employs this exact formula. These authors worked hard on their hooks, and it shows.

What would it take to make you intervene? — I Am Watching You by Teresa Driscoll 

It begins with a phone call. It ends with a missing child. — Guilty by Laura Elliot

When family secrets are unearthed, a woman’s past can become a dangerous place to hide… — Twist of Faith by Ellen J. Green

Every time Gwen closed her eyes, she saw him in her nightmares. Now her eyes are open, and he’s not going away. — Killman Creek by Rachel Caine

They were all there the day your sister went missing. Who is lying? Who is next? — The Reunion by Samantha Hayes

She’s a daughter he didn’t know he had. Until she calls him… from death row. — 30 Days of Justis by John Ellsworth

What if you discovered your husband was a serial killer? — Tell Me I’m Wrong by Adam Croft

Side note: Adam Croft is a master at hooking readers. This next book he wrote after he created the hook. What a doozy, too!

Could you murder your wife to save your daughter? — Her Last Tomorrow by Adam Croft

Wow. Right? If that hook doesn’t grab fans of the genre, nothing will.

Step 2: Short Synopsis

The synopsis also follows a micro-formula…

  1. Introduce the protagonist by showing what defines their role in the story.
  2. What is that character up against?
  3. What’s standing in their way?
  4. Transition paragraph or as Kris called it in a 2014 post, “The Big But.”
  5. End with a cliffhanger.

Let’s go back to our examples to see if this micro-formula has merit. The red-bracketed numbers correspond to steps 1-5.

Synopsis of Her Last Tomorrow by Adam Croft

Nick and Tasha are a couple held together by their five-year-old daughter [1]. Until one ordinary morning, when Ellie vanishes amid the chaos of the school run [2].

Nick knows she can’t have gone far on her own, which can mean only one thing: she’s not on her own. Who would take his daughter, and why? With no motive and no leads, Nick is thrown into a tailspin of suspicion and guilt. Like Tasha, he doesn’t know what to think, or whom to trust… [3]

But then someone starts doing the thinking for him. Confronted with an impossible choice, Nick will have to make a decision, and both options will leave him with blood on his hands. But perhaps that’s to be expected. [4]

After all, Nick’s not quite as blameless as he seems. [5]

I Am Watching You by Teresa Driscoll

When Ella Longfield overhears two attractive young men flirting with teenage girls on a train, she thinks nothing of it—until she realises they are fresh out of prison and her maternal instinct is put on high alert.[1] But just as she’s decided to call for help, something stops her. The next day, she wakes up to the news that one of the girls—beautiful, green-eyed Anna Ballard—has disappeared. [2]

A year later, Anna is still missing. Ella is wracked with guilt over what she failed to do, and she’s not the only one who can’t forget. Someone is sending her threatening letters—letters that make her fear for her life. [3]

Then an anniversary appeal reveals that Anna’s friends and family might have something to hide. Anna’s best friend, Sarah, hasn’t been telling the whole truth about what really happened that night—and her parents have been keeping secrets of their own. [4]

Someone knows where Anna is—and they’re not telling. But they are watching Ella. [5]

Synopsis of Guilty by Laura Elliot

On a warm summer’s morning, thirteen-year-old school girl Constance Lawson is reported missing. [2]

A few days later, Constance’s uncle, Karl Lawson, suddenly finds himself swept up in a media frenzy created by journalist Amanda Bowe implying that he is the prime suspect. [1]

Six years later … [4]

Karl’s life is in ruins. His marriage is over, his family destroyed. But the woman who took everything away from him is thriving. With a successful career, husband and a gorgeous baby boy, Amanda’s world is complete. Until the day she receives a phone call and in a heartbeat, she is plunged into every mother’s worst nightmare. [3]

* * *

Even though Guilty played with the order, the description works. The formula still holds. Hence why I mentioned the wiggle room at the beginning of this post. *grin* Also note: some authors put their characters’ names and/or important details in bold, and the words catch the reader’s eye.

Step 3: Selling Paragraph

The selling paragraph answers two variations of the same question that readers ask themselves:

It sounds good, but how do I know it’s for me?

Sounds good, but will I like it?

There’s two ways we can go here, by showing similar books — if you enjoyed X, you will love Y — or by simply mentioning the genre.

A psychological thriller that keeps you guessing till the last chilling page.

If you like heart-hammering suspense, this book is for you!

A third option is to use clips of reader reviews or blurbs from authors in your genre.

CLEAVED by Sue Coletta

 

 

How far would you go to save your child?

CLICK HERE to look inside CLEAVED.

 

 

 

 

Over to you, TKZers. Do you use this formula for your book descriptions? If not, are you tempted to try it? Any tips of your own to share?

What is Amazon Doing Now? Can it Work for You?

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Jordan Dane
@JordanDane

I received a notice recently from Amazon regarding its implementation of “Amazon Stores,” a way to promote a brand or company products. I’m not sure how open and available this is for anyone with a brand or a store concept. Are many authors using this?

I have a corporation, Cosas Finas LLC, that I have developed into Cosas Finas Publications to promote my brand and I have a website that I’m still developing for this entity. (My navigation needs improvement and I’m tweaking it after my deadline, so be kind.)

Awhile back I set up an Amazon PAGE for my company/brand using Amazon Marketing Services (AMS) to link ad campaigns to. I created a landing page for my ads to show more of my books and group them by series or featured new releases. I’ve come to realize that the Amazon platform has some faults but I still think it is the best for when when I’m selling my books. The main issue that I, as well as other sellers on Amazon, have been having is the inventory mistakes they make. It loses money unless you use an Amazon reimbursement software to get your money back. This hasn’t effected me too much as I’m not selling as many products as other sellers but it could start to effect me once I start selling more. My friend told me to check out this helium 10 review since I’m starting to sell on Amazon a little more. I think it’s a great platform and I love using it.

I’m a user of Amazon Marketing Services (AMS) and have various ad campaigns established for my books as they release or I develop a concept to promote a series, for example. Through AMS I had created a Cosas Finas Publications company PAGE, which is different than their new STORE idea. Amazon Stores are slicker and more attractive in appearance.

Brand pages are going away or the links to these pages will start to be phased out by Oct 31 and completely gone by Dec. It’s only cost me the money for “click-thru” ads and I set my budget and can monitor the expense vs sales revenues. I’ve been satisfied with the benefits outweighing the cost on AMS and I monitor my profitability and tweak ad campaigns to make them more effective.

Amazon Stores are free to vendors. I just set up an ad campaign that links directly to my new store. It was very easy. I chose a HEADLINE search for keywords as my campaign structure (recommended by Amazon and others I’ve researched) and I can query Amazon’s own system for high traffic keywords used by customers. I set up a daily max budget with a click-thru cost for an ongoing campaign without an end. It’ll be up to me to periodically evaluate the effectiveness and I can terminate any campaign at any time. From what I understand, these vendor stores will be required to have at least one ad campaign linked to them to keep them active. This will probably go into effect after Dec, 2017.

I really liked the ad design I submitted yesterday for Amazon approval. Instead of me creating an intriguing tag line for each book, I was able to use my brand slogan, which is “Take a front Row Seat to Suspense” and direct readers to my store. My ad dollars will go farther if I can consolidate my ads for my brand. We’ll see how this turns out. It’s still very new and I need a final approval on my ad campaign before I can see what traffic and sales it generates, but the metrics are there to analyze, with revenues vs ad cost.

To check out more details, visit AMS for vendors (first party sellers are vendors) or Seller Central (for 3rd party sellers that sell other’s products) for sellers.

How many of you advertise through AMS? What’s been your experience?

My STORE is approved as of yesterday. I hope this link works – Cosas Finas Publications The pre-set design templates are not flexible enough for me. It would be nice to have them in modules where you could mix and match, but I can play with the templates to see what works best for books.

Key Features of Amazon Stores:

1.) Design templates allow you to feature different books in a way that your Amazon Author Page isn’t set up to do. You can add video/book trailers, post promo text, praise blurbs/awards, or feature upcoming releases.

2.) Flexible ability to feature different products at your command. You are the keeper of your store and what is in it. If you have other products that are associated with your brand or writing, like T-shirts or coffee mugs for writers, you can feature those along with your books.

3.) There are social sharing buttons tagged to your store and you can set up HEADLINE search ads or drive readers to your store through your ad campaigns and increase your store traffic. Amazon allows a vendor to search existing keywords already proven to have high traffic on their system.

4.) You can take your Amazon Store link and use it in other promotions off the Amazon website. I can see this working for KDP Select products that are exclusive to Amazon for a time.

5.) Developing an ad campaign for my whole brand of books allows me to make the most of my budget for advertising. Rather than creating an ad for a new release, I can create one for my brand and update the book offerings as I have releases.

For those of you focused on your writing and not at the point of targeting the “not so fun” part of the business end, it’s still important for you to see what authors are doing to promote their work. I talk to many aspiring authors whose eyes glaze over when you share the very necessary business side. They want to believe a publisher will “take care of them” and sell their books, easy/peezy, but that’s not how it works.

I wanted TKZers to see how this might work for you, if you’re not aware of AMS and the Amazon STORE concept, but if you are using it, what are your thoughts? Where do you see this going for Amazon? Is this concept directed at larger companies with multiple products, like a running shoe company for example, or can this work for authors on a budget?