Book Marketing Formula 

Book Marketing Formula Starts with YOU

If you are waiting for the Author Lottery winning ticket … STOP.

• Stop waiting for a traditional publisher to wave a magic wand.
• Stop waiting for the media to call you.
• Stop waiting for buyers to find you.
• Stop waiting for bookstores to order truckloads of books.

STOP!

Instead, START planning. Start planning for:

• how to get the media’s attention.
• how to attract the buyers who you wrote your book for.
• how to partner with bookstores.
• how to contract with a publisher.

Or, START planning on what is on your Author and Book Wish List. Bookstores may not be important; being signed by a traditional publisher may not be of interest; or being featured within the media may not be critical. Getting buyers is.

Creating a successful Author and Book Marketing Formula doesn’t required advanced degrees in anything but determination and commitment on your part. No one cares more about your book than you do. No one knows more about the characters, their motivations and secrets and your storyline than you do. And no one has your unique insight and twists on your subject than you do. It’s your Game Plan to develop and execute.

These six steps will move you into a fast-forward mode:

1. What do you want?
   Write it down—how can you get what you want if you don’t articulate it? Clearly and succinctly. Be outrageous. Be bold. It’s what you want. By putting what you want into writing starts the momentum moving that will fulfill what you are looking for.
   If you want book sales for a long time, how is a “long time” defined? Are you looking for a few months; or are you looking for book sales for many years?
   If you want the media to knock down your door, what does that look like? Being featured in the local/regional news? Having the Today show fly you to New York and being interviewed by Matt Lauer? Fielding calls from the Wall Street Journal, People magazine and the National Enquirer within days. What?
   • Declare what you want.
   • Write it down to remind yourself.
   • Post it so you can see it.
   The visual reminder avoids the squirrel syndrome—any head-turner (big or small) that pulls you away from getting what you want/need to do or happen.
2. Why do you want it?
   Clarity is critical. The why comes from your passion. What brought you to writing your book in the first place? What drives you to continue the journey?
   Without it, anything you do to support your book with fizzle. With the vision of what you want, coupled with passion of why you want it, it’s the commitment on your part that will make the what happen.
3. What is it that you need to get what you want?
   Is it Time? Money? Assistance? More Info? What do you need to get you what you want?
   The wise author takes a magnifying glass to the what is wanted; then starts crunching the costs. One of the challenges writers and authors bang into daily evolves around money. Money meaning that it’s needed to pay living costs; on-going education costs (workshops, conferences, local networking events); research costs (any travel, reproduction costs, licensing costs or fees); publishing costs (consulting, set-up, design, printing, distribution, marketing) … and any costs that keep you (and your family) going.
   • Do you have a day job that underwrites what you need?
   • Savings that will carry you?
   • A book angel who believes in what you and your message is about and will support its coming to life?
   • Speaking gigs set up that will sell books onsite?
   • A website that is creating plenty of revenue?
   • Technology that works with you and your vision?
   Don’t forget the care of you. You and your body need it.
   When I’m deep into writing a new book, I schedule in two-hour massages twice a month, monthly chiro visits, new movie time twice a month—from a few dollars for the movie to $100 for each massage. And those items are reflected in #1 above—written down with an image attached. Visual reminders.
   Because we write and produce products (your book is a product), it’s common to think any part of the book creation is all done gratis by you—your time isn’t paid for. Yet it is. You take time from other things—there is a cost to it. Direct or indirect.
4. What roadblocks and potholes could be in your pathway?
   Stuff happens. Sometimes in overwhelming buckets; other times just a few. But stuff happens. When it does, how quickly can you refocus, prioritizing what you need to do to get what you want? Is it a quick fix or does it need a lot of your time? Will you need help? What will help cost money (or more of your time)?
   Every year, I create and deliver a three-day author and publishing centric event. It takes buckets of time … some overwhelming. Potholes happen. This past weekend, one of my main speakers delivered an SOS call that a family accident would prevent her from coming to theAuthorU.org Extravaganza. Her talk was a critical one. Noodling for an hour, I had a few options. Reaching out to one of my Board members on Sunday, we solved it in three minutes.
   • Did I have to now create new copy for the replacement for social media? Yes.
   • Did I have to work with my virtual assistant to create new marketing material? Yes.
   • Did she need to take down what was scheduled to go out and replace it? Yes.
   
   All doable … and now done … yet it pulled two hours of my time—that could have been far greater if I didn’t have two stages of help. One didn’t cost me money, just a quick SOS email on my part followed up by a phone call. The second, a call with my VA the next morning to start the replacement changes. Her time I pay for.
   Stuff happens. Some stuff you can anticipate … much you cannot. When it does, guesstimate …
   • How much of your time is needed to assess it.
   • Is it solvable?
   • Do you need help?
   • Will there be a cost?
5. Stats don’t lie … how are you going to measure what you do?
   Whatever you do in your Author and Book Marketing Formula, there should be some way to determine if progress is being made—creating results—or not. Removing items that suck time, energy and money are crucial to keep both you and your book moving forward. Otherwise, you support a sink hole and money/time pit.
   Are you thinking of attending a publishing related conference or workshop; are you contemplating whether you should pay a membership and join a group? Conferences and workshops should educate you. Organizations should provide networking and include like writers and authors who have their own visions. What they bring to you is energy and encouragement. Money and your time are on the table—what do you project your take-aways to be? Can you measure them?
   Is there a publishing consultant in your midst? Should you bring in a book coach for strategy or to coordinate what you are doing? Neither is free. How will you determine if the results are effective?
   It’s a mistake to think that the Author and Book Marketing Journey is a solo venture. Destiny doesn’t just drop in—it needs to be invited and nurtured along the way.
6. Get off your tush.
   The GOYT Factor … Get Off Your Tush … for your book success must be in play. Waiting for anything to come to you always puts someone, something else in the driver’s seat. Knowing what you want is elementary to your success. Knowing who it is for; what motivates them to be attracted to your book and why you want it is critical.
   1. Define who your target market is—men, women or both.
   2. Identify what type of buyer / reader they are.
   3. Determine what drives them: hope, fear, learning, escape.
   4. Tailor your marketing to them.
   Author and book success come from you taking responsibility … it starts with your vision. Yes, I’m clear that all of this is an overwhelm—there is so freakin’ much to do. But if you aren’t clear on where you want to go and what you want to achieve, how can you get there? How can you clearly articulate your vision and get the help you need?

If book success is to be, it’s up to you. You are in charge. What are you currently doing to market you and your book, whether it’s pre-launch or post?

Judith Briles is a Contributing Writer for The Book Designer. She is an advocate for authors and writers and is known as The Book Shepherd. Delivering practical authoring and publishing information and guidance, she has authored 31 books, won multiple book awards and co-founded Mile High Press. Judith is the Chief Visionary Officer of AuthorU.org.

Sam. O. Salau
(Africa's Leading Author On Campus Issues)

www.samosalau.com

Twitter: @samosalau

Facebook: Sam. O. Salau

Students Self Help Resources (1)

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FREQUENTLY ASKED QUESTIONS ABOUT ISBN

FREQUENTLY ASKED QUESTIONS ABOUT ISBN

One of the areas that I get the most questions about is the use of the ISBN, the unique numeric identifier that’s used around the world to identify books. New self-publishers are especially concerned with making sure their books are registered properly, that everything is done so that their book can be sold without any problems or confusion.

Because this area is specific to the book business, there’s a lot of confusion and misinformation about ISBN and how it works. I strongly recommend you use the resources provided by Bowker, the company responsible for ISBNs in the United States, on the ISBN website and at Bowker’s website.

But even faster, without any further delay, here are 20 answers to the most commonly-asked questions about ISBN.

Questions and Answers about ISBN

1. What is an ISBN?
   ISBN stands for International Standard Book Number. It is a 13-digit number that’s used as a unique identifier for books. ISBN is used internationally.
2. What do all the numbers mean?
   See my earlier article on decoding the ISBN.
3. Why do we need ISBNs?
   We need them to identify each book that is published, and each edition of the same book. ISBN also identifies the publisher of the book. It is the standard ID number used to identify books by booksellers, libraries, book wholesalers and distributors.
4. Should I get an ISBN?
   If you plan to sell your book in bookstores, to libraries, or through online retailers like Amazon.com, you will need an ISBN.
5. Does a book have to be published to have an ISBN?
   ISBNs are issued to publishers, who then assign them to individual books. This can be done at any time, even before the book is written.
6. Is the ISBN the bar code I see on the back of books?
   The bar code is a representation of the ISBN in a form that can be identified by scanners. The bar code might also have other information embedded in it, like the price of the book and the currency in which it is priced.
7. Okay, do I need to have a bar code too?
   Only if you plan to sell your book in bookstores. If you only plan to sell online, or privately like at speaking engagements, you don’t need a bar code. Many publishers put them on their books anyway.
8. If I get an ISBN, does that mean my book is copyrighted?
   No, ISBN is administered by a private company for the use of the international book trade. Copyright is administered by the Library of Congress and is an extension of intellectual property law.
9. If I have an ISBN, does that mean my book will be in Books in Print?
   Once you have an ISBN you can go to BowkerLink to fill out the forms necessary for your book to be listed in Books in Print.
10. Can self-publishers get an ISBN?
    A self-publisher is still a publisher, so yes, you just apply for an ISBN like anyone else.
11. How do I get an ISBN?
    Go to myidentifiers.com, the ISBN website run by Bowker, which is the only company authorized to administer the ISBN program in the United States. Click on “ISBN Identifiers” and you’ll be taken to a page where you can buy 1, 10, 100 or 1000 ISBNs.
12. How many ISBNs should I buy?
    The least economical choice is to buy 1 ISBN. If you ever publish another edition of your book, or another book entirely, you will need more than one ISBN. I suggest you buy the 10 pack.
13. What do ISBNs cost?
    A single ISBN today costs $125, while 10 ISBNs cost $250, 100 cost $575 and 1000 cost $1000. Note that the price per ISBN drops from $125 to $25 to $5.75 to $1.
14. Isn’t it just a number? Why does a number cost $125?
    Many people are pondering this question, so far without an answer. Obviously, it’s not because of the cost of the product. Could there be another reason?
15. Well, can I re-use my ISBN?
    No, sorry, once assigned to a book, an ISBN can never be reused.
16. Where do I put the ISBN?
    You’ll print it on the copyright page, and it’s included in the Cataloging-in-Publication data block, if you use one. Otherwise, just print it on the copyright page and, of course, on the back cover as part of the bar code.
17. I’m doing a print book and an ebook. Do I need two ISBNs, or can I use the same one?
    This is a matter of some discussion at the moment, since there are more and more electronic formats. The policy of assigning a separate ISBN to each and every edition is under review. Check back for more info.
18. How about a hardcover and a softcover of the same book?
    You need a separate ISBN for each edition, to identify them for everyone who might want to find them in directories, catalogs and databases.
19. If I revise my book, do I need to give it a new ISBN?
    If you only correct typographical errors, and don’t make any substantial changes to the text, you don’t need a new ISBN because it’s considered a reprint. A new edition would contain substantially new material, a major revision, or the addition of completely new elements. Anything that makes it a new book is likely to create a new edition and, therefore, need a new ISBN.
20. How about if I just change the cover?
    You can continue to use the same ISBN, since the text has not changed.

Well, there you have it. In 20 questions and about 5 minutes, you’ve overcome the confusion about ISBN. Have a question you didn’t see answered here? Ask in the comments and we’ll run down the answer.


Joel Friedlander is a self-published author, an award-winning book designer, and an accomplished blogger. He's  the founder of the Self-Publishing Roadmap online training course, and a frequent speaker at industry events where he talks to writers about how the new tools of publishing can help them reach and inspire their readers.

Sam. O. Salau
(Africa's Leading Author On Campus Issues)

www.samosalau.com

Twitter: @samosalau
Facebook: Sam. O. Salau

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If you missed Basics of Book Marketing, read it up here

How to Write an Effective Book Description

How to Write an Effective Book Description

One of the most crucial elements to selling a book is also probably the most difficult element to create for authors. The book description is your lead in, your chance to hook a reader and get them to crack the cover and satisfy their curiosity. Even in an online environment, the book description can bridge the gap between having just another title among a sea of choices and a sellable book worth reading.

The problem is that many authors have a hard time writing a good book description. The main reason it can prove so difficult is because they don't want to leave anything out. As the creator of the material, there's a natural instinct to find a way to cram all or as much of that material into the description. But too many details can render your description confusing and ineffective.

Elements of the Book Description

As someone who has failed and triumphed over book descriptions, here is what I have learned through my personal series of trial and error. Call them rules, suggestions or ramblings of an author gone mad, but I've collected these tips by observing and consulting with other authors, both self-published and traditionally published.

1. Don't include subplots. When it comes to the book description, the only thing that matters is the main plot or main theme. That's all you need to focus on when you sit down to write your book description. Including anything else will send you off into an endless loop of "then this happened" moments that will dilute your book description. What is the primary action that drives your book?

2. Keep it under 150 words. This, no doubt, will elicit some moans and groans by a lot of authors. Summarizing a book that consists of tens of thousands of words to just 150 is impossible, right? No. In fact, I am of the belief that you should be able to summarize your book in a single short sentence. Remember, you don't have to concern yourself with the character development and sub-plots, so those tens of thousands of words it takes to adequately draw a reader into a book aren't necessary when it comes to your book description. In the simplest terms, what is your book about and what will make readers interested?

3. Write in third person, present tense. Even though your book is most likely told in past tense, your book description is not. You are describing this book as if you're sitting face to face with the reader, and they've asked you what the book is about. You wouldn't speak to them in the past tense. In addition, the book description is told from third person point-of-view even if you've written your book from first person point-of-view.

4. Use emotional power words. You are trying to evoke emotions with your book description, the same emotions that your book evokes. To convey these feelings, you need emotional powers words like tormented, charismatic, passion, obsession, terrifying, etc. There are too many to mention here, but a quick search for "Power Words" on the internet will produces hundreds of words to choose from. Just be careful not to overdo it. Use power words sparingly and strategically. If I had to put a number it, I'd say in a 125 word description, you'd use 6-10 emotional power words.

5. You are not the author. You are not writing your book description as the author. You are writing it as the publisher. Making an impact on the reader is your principal concern. What will move the reader to want to know more about your book? What will motivate the reader to add your book to his or her cart? Write the book description with your head, not your heart. Remember, the book description is marketing material - not literature.

Those are my five main points when it comes to writing a book description. Another good practice when writing your book description is to read as many book descriptions in your genre as possible. It's a great way to figure out what the industry standard is. These descriptions become industry standards for one reason: they sell books.

Here's an example of a book description that I believe gets it right. It's for Gil Adamson's novel, The Outlander, published by Harper Collins in 2007.

In 1903 Mary Boulton flees alone across the West, one heart-pounding step ahead of the law. At nineteen, she has just become a widow-and her husband's killer. As bloodhounds track her frantic race toward the mountains, she is tormented by mad visions and by the knowledge that her two ruthless brothers-in-law are in pursuit, determined to avenge their younger brother's death. Responding to little more than the primitive instinct for survival at any cost, she retreats ever deeper into the wilderness-and into the wilds of her own mind.

From the description, I know the book is a psychological thriller featuring a young woman on the run from some very nasty people. I get a hint that her husband may have deserved his fate, but I'm also led to believe that Mary Boulton may be mentally unstable. The description is roughly 90 words. It's told in third-person, present tense, and I count seven emotional power words ("heart-pounding," "frantic," "tormented," "mad," "ruthless," "primitive," and "wilds"). I only know the main plot: she killed her husband, and now she's a fugitive running for her life. I picked up the book because of its cover, but I opened the book because of this description. I now own it.

You're not just writing your description for your back cover. You're also writing this for your social media network, as part of your bio information for personal appearances, for flyers and other print material, etc. This isn't just for you; it's for your fans. With a concise book description, they are more likely to copy and paste it into an email to friends and family or on their own social networking accounts. Think of this type of description as being portable. It's easy to share and, as a result, is a major tool in your spread-the-word campaign.

I will leave you with this: you may get it wrong the first time you try to write a book description, and that's okay. It's just another part of the process. As you go through various versions, don't delete those earlier ones. I've found that by combining the elements of the latest version with earlier versions, I hit pay dirt. Good luck, and happy selling!

Written by Richard Ridley. A writer for more than 20 years, Richard offers a unique perspective on book marketing based on his own experiences as a self-published author. 

Sam. O. Salau
(Africa's Leading Author On Campus Issues)

www.samosalau.com

Twitter: @samosalau
Facebook: Sam. O. Salau

Students Self Help Resources (1)
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If you missed Basics of Book Marketing, read it up here