When Is Enough Enough? by Marilyn Levinson

Phew! I am exhausted. Booked on Murder was released earlier this week. It's the eighth and final book in my Haunted Library series. I've written several guest blogs and interviews; I have a virtual book tour going. And I'll be speaking at my local Barnes & Noble. I've been posting some really wonderful reviews on Facebook; I've sent out a newsletter with all the sales info for my new book; I talk about my book when I do Author Takeovers. Still I wonder--am I doing enough to encourage readers to buy my new book?

One big problem is we authors never know exactly what part of marketing is drawing readers to our books. Facebook? Ads? Visiting bookstores?  When I see an author featured on a new webinar or a new platform, I shoot off an email to see if I can be a guest, too. Often the answer is yes, so I add that to my marketing regime.

Of course my previous books can't be ignored. They need to be nurtured and attended to, especially when they receive wonderful reviews. Or an older book is going on sale. This has to be spread far and wide on social media and via my newsletter. Many of my older books are being re-released and having cover reveals.

I must say, this recent bout of promotion has stressed me out. I tell myself next time I won't write as many guest blogs or do as many interviews. But my next book is the first in a brand new series. It will require all the attention I can muster.  And so the promotion bout will begin all over again. I wish some marketing guru could tell me when enough is enough.

My fellow writers, how do you feel about all the marketing we do? Readers, what encourages you to buy a book?

Publicity: What's Worth It? My Top Ten Tips

 

I’ve been reading a lot online lately about publicity. Everyone’s talking about it. What they want to know is simple: what works and what doesn’t? In other words, what’s worth it and what is simply a waste of time and money?

Full disclosure: publicity can be confusing, and I’m no expert. Few of us have the skills of a graphic artist, expertise in marketing strategies, or an unlimited budget. And yet every author, whether traditionally published or self-published, is expected to mount a publicity campaign. That means most of us are playing it by ear—trying anything and everything, without really knowing which of our efforts actually results in more sales. I’ve heard this called the “spaghetti approach” to publicity. Throw everything at the wall and see what sticks.

The possibilities seem endless. Should a new author have a website, a newsletter, accounts on Facebook, X, and Instagram? Do paid ads work? Or reels? And Pinterest—will creating a board of images related to your book push sales? And what about conferences? For many authors, the cost of flights, hotels, and meals will wipe out any profits they make from book sales. With notable exceptions, most of us aren’t getting rich.

The bottom line for me is exposure. First you have to write a good book. No amount of effort and money will turn a mediocre book into a best-seller. But even a wonderful book isn’t going anywhere unless people know it exists. That’s been my working theory about publicity from Day One. Get my name and my book out there so people know about it.

The hard truth is this takes time.

Here are my top ten recommendations in no particular order:

1. Write the best book you can.

Take time to learn your craft. You will need a professional editor. In my opinion, this is the one place where the old adage about spending money to make money holds true. Good developmental editors aren’t cheap, but they are invaluable.

2. Put up an author website and Facebook page.

Today this is pretty simple, even for non-technical people like me. You can choose a free theme and personalize it. Maybe get a tech-minded kid or friend to help you at first. Start very simple. You can always add.

3. Start a newsletter and make it personal.

At first your subscribers will be your friends and family. That’s fine. But do bring a sign-up sheet to every event you attend and give people a chance to sign up. The most important part is to keep it personal. Instead of “buy my book, buy my book,” tell your followers an interesting story that relates to what you’re writing. Give your readers content that’s worth their time to read. I give away a free, exclusive short story every year.

4. Don’t waste your money on paid schemes.

You will undoubtedly receive all kinds of offers, promising to put your book in every motel room in the country or blast an email to hundreds of thousands of eager readers. In my opinion, most of these are a waste of time. Nothing is that simple. If you find one that works, let me know!

5. Say yes to as many opportunities as you can.

We’ve heard about performers “paying their dues.” The same thing is true for authors. Getting your name and your book noticed does take time and effort. Begin building a fan base and keep at it. Speak at your local library or book club. Join a panel at a local or regional writing conference. Write articles for publications. Just say yes. Know that publicity is work.

6. Develop connections with other authors.

It’s called networking, and it’s definitely worth it. Listening to other ideas spurs creativity. You might find a possible collaborator. You might find a critique group to join or beta readers who will give you much-needed feedback. You might even meet an agent or an acquiring editor. One of the best places to network is a writers’ conference. Go to as many as you can afford, and while there, make the most of your time. Talk to people. Ask questions. If you’re shy, remember that the secret is not to be interesting but to be interested.

7. Join a professional writers’ group.

One of the best things I did was join Sisters in Crime, Mystery Writers of America, and the Crime Writers Association (UK). That’s where you can connect with other writers, take classes and webinars to help you improve your craft, ask questions, and learn about opportunities such as open submissions. The costs are minimal and the benefits high.

8. Support other authors.

Follow them on Facebook. Feature their latest releases on your own Facebook page and in your newsletter. Attend their events when you can. Read their books and leave a (good) review on Amazon and Goodreads. One piece of advice given to me by my agent: if you can’t leave a five-star review, don’t leave one at all. If you support others, they will support you. Maybe you could team up with another author at an event or trade newsletter shout-outs. Double your efforts.

9. Do the things that come naturally to you.

I like Facebook so that’s where I have my main social media outlet. You might prefer X or Instagram. That’s fine. I also like writing my monthly newsletter, and I have a really high open rate. That means people are actually reading it. Doing something you dislike probably isn’t going to work anyway, so try everything and see what comes naturally.

10. Be patient.

For authors, what has worked for you?

For readers, where do you find new authors?

Is All Publicity Good Publicity? by Connie Berry

 

P.T. Barnum, nineteenth-century showman and co-founder of the Barnum and Bailey Circus, is reputed to have said, “All publicity is good publicity.” That’s never been confirmed, although he did say, “There’s no such thing as bad publicity,” which is pretty much the same thing. He also said, “Without publicity, a terrible thing happens—nothing.”

Was Barnum right? Is being recognized and talked about the key to success? Sometimes it seems so. In the world of books, celebrities can “write” a book, regardless of merit, and expect it to make the New York Times bestseller list. But back to Barnum. 

Phineas Taylor Barnum (1810 to 1891) was many things including a promoter, a philanthropist, and a passionate abolitionist. He was also the perpetrator of a series of sensational, unbelievable, and frankly cruel hoaxes.

In 1835 he claimed Joice Heth, an elderly Black woman and ex-slave, was the 161-year-old nursemaid of President George Washington. In spite of being blind and half-paralyzed, the woman worked 12 hours a day, singing hymns and telling amusing stories about “little George.” When she died, leaving Barnum without the income she brought in, he charged people 50 cents to watch her autopsy. When the doctor performing the autopsy said she was no more than 80 years old, Barnum claimed Heth was still alive and on tour in Europe. He later admitted the hoax.

Undeterred, in 1842 he introduced the “Feejee Mermaid,” a creature that proved (according to Barnum) the mermaid legends were right. What people marvelled at was a fish’s tail sewn onto the head and torso of a baby monkey and covered with papier mâché. This little mermaid was destroyed in a fire.

The next year, 1843, Barnum claimed he’d imported a herd of wild buffalo from the West, along with real-life cowboys who would hunt them for the delight of the audience. A whopping 24,000 people paid money to see this great event. What they saw was a handful of malnourished animals who became so frightened by the crowds they broke through the flimsy barriers he’d erected.

Then there was the Cardiff Giant. In 1869 well diggers in Wales claimed to have dug up the body of a 10-foot tall, 3,000-pound, petrified giant—actually a statue carved out of gypsum. Intrigued at the money-making possibilities, Barnum tried to purchase the giant from another showman for $23,000. When he was turned down, he constructed his own giant, claiming his was real and the other a fake. The first case of a hoax perpetrated on a hoax. 

There were others. Barnum justified his hoaxes by calling them “advertisements,” designed to get people to pay his entrance fees. He said, “I don’t believe in duping the public, but I believe in first attracting and then pleasing them.” In other words, the end justifies the means. 

So what does this have to do with the business of writing? Authors today are required to do a lot of publicity. Unless you’re the next Michael Connelly or Louise Penny, publishers expect their authors to do everything in their power to promote their books. I understand that. It’s part of the deal. After all, how will readers buy your book if they don’t know it and you exist? That’s where publicity comes in—getting your name and the name of your book out there. But is all publicity good? What are you prepared to do to become known? You wouldn’t perpetrate a hoax, but you just might fall for one. 

There are plenty of ethical publicists and marketing experts out there who are worth every penny they earn. But there are also fraudsters who claim things that aren’t possible, like getting your book into millions of hotel rooms, libraries, and bookstores—if you pay them, of course. They will include your title in mailings to their many thousands of followers. They will pitch your book to important movie executives. They will even impersonate a legitimate publisher or marketing professional to fool you. They just want your money. 

Writer beware! In fact, that’s the first place you should go: http://www.writerbeware.com. And remember, if something is too good to be true, it usually is. 

Have you ever been tempted by (or fallen for) a publicity hoax? 

PODCAST NERVES AND HOW I COMBAT THEM

 

by Korina Moss

Happy Easter and Passover to all those who celebrate! 

I recently celebrated the release of the third book in my Cheese Shop Mystery series, CURDS OF PREY. I enjoyed all the buzz and excitement on that day and the days leading up to it. With each book in the series, I’ve been getting more publicity opportunities, such as written interviews and guest blog posts. I’ve also done more podcast/YouTube interviews in the last two months than I had in the last two years. I don’t know how you feel about public speaking, but I’m not used to it (Hello! I’m a writer!), so it was nerve-wracking to know I’d have to talk about myself and my books on camera. 

As live appearances began to fill my calendar, I wanted to be able to look forward to them instead of being anxious about them. My stress comes from thinking I’m going to lose my focus or stumble over my words or draw a blank or say too much or… You get the gist. So how to combat that fear? I keep the following in mind. 

1. You will not literally die from embarrassment.  

It was a lesson I learned at last year’s Malice Domestic convention when I introduced my first book, CHEDDAR OFF DEAD, at the New Authors’ Breakfast, an in-person event. Several things factored into why I was flustered, but I’ll just say that my five minutes in front of an audience of authors I admire felt like five hours when I couldn’t even properly describe my own book. Which leads me to my second recommendation…

2. Prepare, prepare, prepare, and then go with the flow.  

It’s better to over-prepare than to under-prepare. Many podcasters will give you the topics they plan to discuss or even a list of questions they may ask, and it always makes me feel better to run through my possible answers aloud. But another thing you have to be prepared for is going where the conversation takes you, even if it’s not what you practiced beforehand. Before that embarrassing New Author appearance, I thought, how hard can it be to talk about my book? I know it cover-to-cover and I’ve talked about it before with friends and family, even acquaintances in social situations. I thought I’d do fine “off the cuff.” The difference is that in social situations, you don’t have to be as concise as when you’re speaking to an audience about a specific topic. Think about what you really want potential readers to know when you introduce your book to them. Can you describe it in a few sentences? Nowadays, if I find myself rambling instead of getting to the point, I’ll stop and simply say, “I’m getting off course. Cheese. It’s got cheese.” Luckily for me, that usually does the trick. Which leads me to my next recommendation…

3. Humor is good and so is vulnerability. 

It’s okay not to sound perfect. In fact, admitting to a flub often breaks the ice. You’re not giving a TED Talk (and if you are, I am definitely not the person to come to). The advice of Elise Hart Kipness, an author and fellow Sisters in Crime – CT member who used to be a broadcast journalist, stuck with me: If you lose your train of thought or you realize you’ve gotten off track, just be real and say so in the moment. The podcast host will almost always bail you out. Which leads me to my next recommendation…

4. Pretend you’re having a conversation in your living room with a friend.  

This might be a tall order since you still have to prepare and be relatively concise. However, at least the audience isn’t in front of you, staring at you, and you don’t have to pretend they’re in their underwear. (Am I aging myself with that old piece of advice?) Before doing Liz Mugavero’s Get Writing podcast, I was surprised that I wasn’t nervous until I realized it was because she was a friend. It wasn’t that she was any nicer than any of the other hosts I’ve encountered. (In fact, they’re all exceedingly kind and I was previously acquainted with several of them.) It was because I was excited to chat with her about writing. It made me change how I perceive these interviews going forward. Now I try not to think of them as interviews or even call them interviews. I think of them as chats and it makes me approach them differently. 

With each upcoming appearance, I keep all these simple things in mind, and now any nervous energy I might still have is founded in excitement. For the times I still stumble or say “um” too often or anything else I wish I hadn’t done, I only have to remind myself of recommendation #1. Hey, I’m still alive to talk about it. 

If you’d like to listen to or watch any of my recent podcasts, click on the above photos, which will take you to their site, or listen on your favorite platform. You can aways find my updated news & events on my author website at korinamossauthor.com

Writers: Do you enjoy or think you’ll enjoy doing live interviews? Readers: How do you feel about public speaking?