by Sherrie Wilkolaski
When people want to search from something online they immediately think of Google.com and they will probably say they are going to “Google” something rather than say they are going to “search” for it. Google offers a variety of free tools that can help authors to position themselves to sell more books and one of these tools is Google Alerts.
What is an alert?
An alert is an email notification that you set-up based on the criteria (key words) you want to monitor. For example, if you want to monitor information about your favorite sports team, movie star or even your favorite author, Google Alerts handles the search for you. You log into your Google account, set-up the key words you want to key an eye out for, and Google will email you the results either as they come in (real time) or in a digest (in bulk, daily or weekly).
Setting-up your Google Alerts.
You need to have a Google account to use this free online tool. It is as simple as going to this page: http://www.google.com/alerts and typing in key words to what you want Google to alert you on.
Go directly to Google for detailed instructions on how to set-up your Google Alerts, just be sure to keep reading on for your 5 tips.
How Google Alerts Can Help an Author Sell More Books.
Knowledge is power and having the information you need, right at your fingertips is what will help any author get in front of their competition, be more readily available to the media and marketing opportunities and will help them have a better understanding of where their book stands in the market.
Here are the top 5 ways an author should use their Google Alerts:
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Monitor online activity that is tied to the book title and author name. Authors should set-up a Google Alert for both their book title and their author name. This will monitor things like new book reviews that are posted, online discussions, blog article mentions and any other activity that is tied to their book title. These types of alerts should be monitored in real time, so that if something is posted, the author can address it almost immediately. For example, if there is an online discussion about an should On a regular basis authors ask me how they track what is going on with their book marketing, reviews and potential online discussions about their books. It is very simple.
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Follow the competition. Authors should monitor the top 5-10 competing books in their genre. Watching where and when your competition is posting, being interviewed and what readers are saying about their books, will give you an incredible list of resources to help you better market and promote your work. If you find that your competition just picked up a guest blog post on a website that is ideal for your book, use that information to get out there and get your own guest blog invite. There is no end to what you can do with competitive details.
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Look out for current events relating to your book topic. If you’ve written about a sailing, for example, you should be looking for current events that are tied to that subject. Think outside of the box and use your story, you book and genre to connect yourself to a media story that is already in flight. Keep current on the media coverage and blogs that are talking about your subject matter, then make the move and jump into the discussion or reach out to the media to let them know you’re available for an interview!
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Watch out for future opportunities. Use Google Alerts to think ahead and be on the lookout for media queries for author interviews and PR opportunities. It is typical to find other authors, bloggers and media personalities posting via their own sites and social media networks for authors to interview for future articles, interviews, etc. It’s usually first come, first served so if you are positioning yourself as an expert in your field or genre, set-up Google Alerts to notify you. Examples: “vegan cookbook authors” or “healthcare experts”
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Local marketing and PR events. Using Google Alerts to get you better synced up with your local media and writers communities is a wonderful way to put yourself “in the know” and keep you out in front of the completion and giving you a greater chance to be called on as the local author expert. Use your key words and add your location to the alerts. Another way to use location is to help you find opportunities that tie to specific regions that you’re interested in marketing to. If you have a book written about Montana, but life in California, it makes sense to focus on both your local CA and Montana areas, for potential happenings. You can always call into a radio station for an interview from anywhere.
Google Alerts can be an author’s secret weapon for tracking their online exposure as well as helping to build their online platform, if you make the time to use the content you’re receiving to your advantage. Let Google do the search work for you, it will save you time and will help you find information that you may not have found on your own.
Do you use Google Alerts? Tell us about it…
by Adam Eisenstat
Authors today, whether self-published or blessed with a traditional book contract, must do at least some marketing on their own (or hire someone to do it for them). If they want a book to achieve even moderate success, they should be prepared to dip a few toes or more in the muck of commerce, beyond the pristine realm of conferences and readings.
Nonfiction writers have traditionally been more comfortable with marketing, so for them the trend toward heightened self-promotion may just represent more of the same. Fiction writers, though, especially those inhabiting the rarified kingdom of literary fiction, are another breed—one inclined to view marketing as vulgar and mercenary. To many in this tribe, self-promotion is a contaminant that poses a threat to their art, even literature itself. (See anything Jonathan Franzen has ever said on the topic for an example of this attitude.) While in principle this may be true, in practice it is potentially fatal—to the lives of their books.
This poses a dilemma: if self-promotion is a sellout/distraction, yet rejecting it precludes a wider readership or a readership period (and a writer without readers is barely alive), what is the true artist to do?
Parallel Content Delivery/Ongoing Marketing Vehicles
One approach is to fashion a strategy that conflates art and commerce, by creating content/marketing vehicles that both supplement and promote the book. This strategy is expanded literature (EL). EL can incorporate the full range of social media, including Twitter, a blog, photography (via Flickr, Facebook, etc.), YouTube—anything.
EL annotates and expands the book; and functions, in part, as a repository for the wealth of texture/background—including history, reportage, topical parallels, etc.—that cannot all fit between the covers. EL helps to make the book come alive. Also, EL gives it constant visibility, thus making the book (and its wider subject) perpetually fresh.
With an EL strategy that is smart and well-maintained (this is key), the full potential of these platforms—especially the “social” dimension—will be realized through the convergence of content, promotion, and audience interaction.
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Expanded literature (EL): content/marketing vehicles that supplement & promote the book
A New Paradigm: The Convergence of Literature & Social Media (Plus Merchandising)
EL represents a new paradigm—the convergence of literature and social media. Though the book is the central element and stands on its own, the concept lends itself to a multifaceted presence. It allows/inspires ample opportunities for new platforms, new content sources, and additional streams of revenue.
Even merchandising can be incorporated, in a seamless, cost-free way, via one of the produce on-demand sites that make customizing a multitude of items (clothing, accessories, home and office products, etc.) surprisingly simple.
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A three-headed entity . . . mutant spawn of literature & technology, art & commerce
It is a truism that authors today must “get their hands dirty” with marketing like never before. The economic factors and (techno)logic behind this reality are indisputable, and quite well documented. (See every single blog and Twitter feed emanating from the legions of publishing professionals.)
Expanded literature can make this truism real, in a way that allows authors to promote their work without sacrificing integrity or vitality (though Franzen might still disapprove), and maybe gain a lot more readers in the process.
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Adam Eisenstat is a writer and communications strategist with an extensive background in journalism, creative writing, and marketing communications. His blog is Meta-Media.net (along with BigSkyBrooklyn.com.)
Interested in learning more about Social Media? Check out Infinity Publishing's Lucky 13 Social Media Challenge for Authors. It gives you 13 ways to increase your social media footprint and build your online platform via a variety of social media and online resources.
Images courtesy of Adam Eisenstat.
by Maralyn Hill
Publicity is to books what oxygen is to lungs. Without it, sales suffocate and die. –Kent Carroll
Because marketing and public relations (PR) go hand and hand, I think of them as twins, they are almost the same. You can do a lot of online marketing, but you still need to know how to get attention from the PR community, line up interviews, send press releases and target the right markets. An ongoing effort is required. For example, Atlas Shrugged by Ayn Rand was released in 1957 and continues to remain on the best seller list due to aggressive ongoing marketing and PR.
Since 2001, I’ve co-authored three books, edited numerous others, coached and assisted writers and journalists on marketing and the importance of PR. As someone who had spent 20 years in marketing and public relations, I’ve always been amazed that authors and journalists frequently don’t realize, if they don’t sell themselves, they are not going to soar to the top.
Writers like to write and frequently resent having to think about the other aspects necessary to be successful. Marketing and PR should begin at a book’s inception. This is true, whether independently published or traditionally published. One month is the maximum you will get in marketing from a main line publisher. Even in 1966, when Jacqueline Susann’s Valley of the Dolls was published, she recognized the importance of marketing. She was the first female author who sold over 30 million books. Now, if you don’t submit a marketing plan with your book proposal, it will be tossed and not even considered by an agent or publisher. The exception would be an author or celebrity who is already famous.
Since I focus so much now on writing about food, wine and travel, I encourage writers in this genre to venture into books. At first, independently published cooked books experienced problems with color limitations. This is not the case today, with more competitive color availability. Cookbooks and travel books have been popular a long time, and today, books on wines and spirits are increasing in popularity.
Here is the difficulty. If you go into a bookstore and look at the competition, how does your book stand out? First of all, would bookstores stock it? Then, why would a customer pick it over someone else’s? You need to give the buyer a reason. This is achieved with marketing and PR.
My suggestion is to invest in a professionally designed website. My own preference is WordPress, but in any event, be sure your website includes a blog. When you start blogging, whether you post travel tales, wine reviews, recipes, or any subject you are covering, your blog will keep your material fresh. You should link these posts to social networking sites and start to build a following while you are working on your book. Then you introduce your book and keep sharing information about it. People who connect online want to get something beneficial from your posts. It is up to you to provide it.
I know you might rather be working on your book, but invest thirty minutes to an hour a day to work online networking and blogging. This task will get easier as you go along, develop feedback and generate excitement.
Possibly, you are not willing to invest time in using a blog, social networking, sending press releases and lining up interviews, but you still want a successful seller. Then, your best approach is to hire a good publicist. However, even a good publicist cannot help you soar without your input. If you go that route, set priorities, goals and budget. Keep the twins on track and have your marketing and PR work together.
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Maralyn Dennis Hill, http://www.theepicureanexplorer.com/2011/, is President of the http://www.ifwtwa.org/ and Editor-at-Large for CityRoom. She contributes to numerous publications.
The majority of Maralyn’s articles are now geared to the luxury market, spas, corporate retreats, business events, and culinary tourism, from simple to gourmet.
Maralyn’s description of herself: "I was born to travel and tell the tale. I’m energized by different cultures in every aspect of their lives, from food, wine, and destination, to how they conduct business. Travel represents a continual geography lesson."
by Dan Smith
A self-published client, Peter DeVico came to our firm for publicity support of his novel, From the Brooklyn Side, a classic “Mafia” story in the Goodfellas style. A first-time author, he had no name recognition and limited distribution – so getting the word out was essential.
After in-depth discussion, we learned DeVico had a near encyclopedic knowledge of the Mafia, its history and operation. The Sopranos was hot, so we decided to position DeVico as a Mafia expert, and developed a short release titled:
“From Buckwheats Hits and Empty Suits to Vigs and Little Joes:
Give Your Audience the Ultimate Mafia Trivia and Lingo Quiz.”
DeVico went on to do more than 50 radio interviews and was featured in the New York Times. Fiction to reality!
A few last tips for promoting fiction titles:
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Refer to your novel as a “book” in the press release. Some producers are turned off by novelist-guests, and even if they call and discover it’s a novel when they speak to you, you’re still in a great position to sell them on the topic anyway.
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Don’t compare yourself to well-known authors. Create your own identity. Trying too hard to build yourself up often isn’t as effective as presenting yourself professionally.
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Develop a catch-phrase for yourself. If you refer to yourself as an “expert” in something, people will begin to refer to you as that when you’re introduced. In book promotion, the bashful perish and the confident prevail!
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Learn the soft sell. Producers and hosts hate nothing more than a guest who refers to their book every other sentence. Let the interview come to you, and let the host do his or her job.
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Never say never. Do every interview you can, regardless of wattage or location. Talk shows will drive book sales, but it will not happen overnight. Be patient, persistent … and have fun!
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Dan Smith is the founder and president of TCI-Smith publicity, a full service book promotion and public relations agency with offices in New Jersey, New York, and London. He has personally conducted more than 250 promotional campaigns. Clients of TCI-Smith Publicity have appeared on virtually every major radio and television show, and been featured in top publications across the country. www.smithpublicity.com.
by Dan Smith
Talk to any book publicist, and you’ll hear the same thing: Getting broadcast publicity for a self-published or mid-list novel is at best challenging, and often nearly impossible. Unless your last name is Clancy, King or Rowling, chances are slim a radio or TV program is going to want you on the air to talk about your book. The reason is simple: Good interviews are usually based on real-life topics, and fiction – by its very nature – is creation by imagination, not real life.
If getting on the air to promote your novel is important to you, however, there is a way to make it happen. In many cases, it’s actually rather simple. But a word of caution: To do it, you’ll have to set aside your desire to talk about your book, and think like both a publicist and a producer. In other words, you’ll have to “play the game” that is broadcast publicity, and become a savvy self-promoter.
3 Steps for the Publicity Hungry Novelist
1. Forget about your book. Yes, you read that line correctly. The book, alas, is not what will get you interviews. In fact, it could keep you from getting on the air if you don’t play the game.
To get interviews, you must present producers with topics or show ideas based on your experience, knowledge or credentials, or on real-life themes in your book. Remember: No one wants to interview a book; they want to interview a person. For non-fiction authors, it’s relatively easy to extract helpful information or engaging topics from a book, and use the same expertise which enabled them to write the book to become a great talk show guest.
For novelists, however, literary creativity and an active imagination usually don’t add up to engaging interviews. But, most novelists base their stories on real-life experiences, sometimes without even knowing they did. That’s why you should forget about your book, and think about what caused you to write on a specific subject, include certain characters or use certain locales. Then, look at your own personal history, work experiences and personal adventures.
Secondly, look at themes in your book – the storyline, setting, characters. What is the basis or “topic” of the book? Does it involve controversial characters or interesting themes? What kind of research did you complete to accurately write the story and add depth to characters?
What you’ll find, most likely, is that there is a “topic” in your novel, whether from your own personal experiences or the story itself. Almost every work of fiction is based upon something “real.” Discover what it is.
2. Go angling. Based on what you came up with from Step 1, find an interesting angle.
Let’s say, for example, you wrote a novel about senior citizens who move out of a retirement center and into a private home together. Perhaps you came up with the idea after caring for your own parent, and seeing problems with senior care. You did a little research for your story, and discovered that very few seniors live together like many younger people do, and a little more research made you realize that there are really not many reasons why this is so.
You’ve discovered a topic: “Senior Group Living.” To jump-start your publicity campaign, you start a “movement” to launch awareness of senior group living. Now, you have something the media might find interesting. The market for this topic wouldn’t just be older people, but also Baby Boomers and anyone who cares for an older parent.
You’ve turned fiction into reality.
3. Give ‘em what they want.
Based on your idea of “senior group living,” you now need to develop a news release to get producers interested. Think about what you hear on the radio or see on TV when the host announces what will be coming after a break. Things such as, “After the break, find out why shacking up may not be just for young people any more.” That line is designed to keep you tuned into a program, and that’s exactly the type of effect your trying to achieve with a news release … getting the producer interested.
Important: Don’t write a press release the way you want to present it, but the way producers want to see it. Mastering this concept can make a world of difference.
Using the above example, you might try a question headline:
“Out of the Retirement Community and into Homes: Is Senior Group Living the Next Big Craze?”
Or, something controversial:
“Selling Grandma Short? The Cold, Hard Truth About Senior Citizen Living Options”
Perhaps you have a website to promote your book. Why not conduct a survey of seniors which assesses their preferences for living options? You might find that a very high percentage would be interested in living in private homes together. Since the media loves statistics and surveys, you might have created an excellent angle for print exposure:
“Survey Finds That 95% of Senior Citizens Would Prefer Living in Private Homes With Other Seniors.”
After you have the headline, the rest is relatively easy. Write a short, snappy one page release in typical “inverted pyramid” journalism style. Lay out the problem, give an example, and then introduce the solution or the angle of your release. Include 4 or 5 bullet points which can serve as talking points for producers and hosts, trying to make it so that that each bulleted item could stand on its own as a headline. Use the last paragraph to summarize your credentials and promote your book.
In three steps, you’ve turned what appeared to be a potentially impossible book to use as a means of getting on radio or TV, into a viable and interesting topic. If you can get the release into the right hands at shows, you’ll likely get calls for interviews, and opportunities to promote your book. Even if the topic is only tangentially related to your book, you will be introduced as “Joe Jones, the author of the novel ______,” and hosts (at least the good ones) will give you plugs for the book.
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Dan Smith is the founder and president of TCI-Smith publicity, a full service book promotion and public relations agency with offices in New Jersey, New York, and London. He has personally conducted more than 250 promotional campaigns. Clients of TCI-Smith Publicity have appeared on virtually every major radio and television show, and been featured in top publications across the country. www.smithpublicity.com.
by Sandra Diaz
As a book publicist working with authors from all walks of life, I’m often asked to explain the difference between book publicity and advertising.
When a book is launched, the goal is to create awareness about the author and his or her title for a variety of reasons including sparking book sales, building the author’s brand, positioning the author as an expert, and attracting professional opportunities for the author such as speaking engagements, professional advancement, and future publishing options.
Publicity and advertising are two strategies employed to create awareness. Most people have a clear understanding of advertising since they’re exposed to it everyday as they watch television, read a newspaper or visit an online news site. Publicity, however, is seamless to most consumers as the author, person, product, etc. is part of the news.
In advertising, someone—the publisher or author—pays the media outlet for advertising space or airtime. The buyer has 100% control over what is in the advertisement and when it appears. The primary benefit of advertising is control.
With publicity, it’s the book publicist’s job to convince the media the author will provide readers or listeners with meaningful information—whether entertaining, insightful, educational, inspiring, or controversial—and then to make the author part of the news in some way. Examples of media coverage include feature stories, articles, book reviews, interviews, op-ed pieces, expert commentaries, etc. There is no payment from the author or publicist to the media for this coverage. Each of the parties involved–the media outlet and author–get something they want and need.
Put simply, the role of a book publicist is to make their authors newsworthy. The result gives the author immeasurable credibility. The benefit of being “seen on” or “featured in” well respected media outlets lasts long after a publicity campaign ends. The primary benefit of publicity is credibility, and when it works, it is priceless.
The best way to explain the difference between publicity and advertising is to pick up a magazine and find a story featuring an author, and in the same issue find an advertisement for a book. The article gives the author and his title credibility as the reader knows the magazine thinks enough of the person to incorporate him or her into the story. The advertisement gives the author exposure; however the reader also knows someone paid for this advertisement. Therein lies the key difference: credibility vs. control.
An important point authors should keep in mind is when the media does a story or interview, the publicist and author loses control. Publicists suggest direction for the coverage, but publicists can’t control if they cover the author, how he or she is covered or when. A producer or editor can do whatever they want and go in any direction. They may sing the praises of an author and his or her book, or spin the story in an unforeseen direction, including writing a bad review.
When you want planned, controlled exposure, advertising is the route to explore. If you are considering publicity, know there are no guarantees, but again, when it works, it literally provides coverage you can’t buy.
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Sandra Diaz is the president of Smith Publicity. Hundreds of authors/publishers turn to Smith Publicity to build a brand, create awareness for their titles, spark book sales, and open doors to new opportunities. Smith Publicity has conducted 900+ book publicity campaigns since 1997 and has offices in New Jersey, New York City, Los Angeles and London. The firm has secured coverage for authors on virtually every major broadcast, newspaper, magazine and Internet outlet. www.smithpublicity.com
by Sherrie Wilkolaski
Professional golfers rely on their golf caddies, like authors should rely on their book publicists. You don’t have to be a fan of the sport to appreciate what goes into a great game of golf. It is a mental game, blended with the same repetitive training that every writer experiences, working towards becoming a better at their craft. You have an incredible vocabulary. How you string your words together is conducive to how a golfer makes his way through 18 holes.
When it’s all said and done, a book publicist and a golf caddy have a lot in common. Let’s take a look at the similarities.
Caddy.
Caddies are the behind the scenes (so to speak) voice of wisdom for their golfer. Guiding them through the course…one hole at a time. They know the golfers strengths and weaknesses. Which club to use, when to offer advice and when to hold back. It’s all about knowing the athlete, where they are playing, in what conditions, and what is best for them. Every shot is an opportunity. The caddy has both the short-term and long-term goals on their mind. Get through the current hole in as few strokes as possible, while keeping the eye on the prize…winning the tournament.
Golfer Phil Mickleson was collaborating with his caddy when his ball made its way into the bushes. There was virtually no way to gracefully get it out of the brush. He attempted to lob it out and ended up adding more strokes to that hole than was necessary. He should have taken a penalty stroke and started back at the tee box. His decision, whether prompted by his caddy or not, caused him to double bogie, during the 2012 Masters. The rest of his game went downhill from there. For those who are not up on the golfing lingo, double bogie is not good. Did the caddy make the right recommendations and Mr. Mickleson didn’t listen? We’ll never know.
Book Publicist.
Like caddies, book publicists are the behind the scenes masters that help to excel an author to success. A publicist is there to guide the author down the right path. One that will help to build their platform as a writer while creating exposure and awareness for their book. There are short-term and long-term PR goals for every author and a book publicist plans and navigates. A book publicist knows the author’s goal, their niche and where they should focus for the biggest return on exposure and results. The author needs to be willing to listen and take advice accordingly.
If you’re watching the 2012 Masters Tournament, take a deeper look at the winners’ caddies. Do you think they were an integral part of the success? What about your book publicist? Are they helping you to move to the next level in your career as an author? Keep in mind that both golfers and authors are artists in their own rights. Many times determined to do it “their own way” and realizing after the fact, they should have listened to their professional guides.
Both caddies and book publicists are authorities at what they do. Caddies are typically paid a salary, plus bonus on tournament winnings. Book publicists are paid for their PR work, either on retainer or set-fee for a defined project term, with an option for bonus on results.
Watch out if your book publicist or your caddy is interested in taking on more of the spotlight than what they can offer you, golfer or author. Caddies should know the golf courses and book publicists, media contacts and opportunities.
Looking for book publicity campaign for your title? Please contact us, our team has taken many authors to the “masters” of publishing, the bestsellers list. If you need a good caddy, there may be a few unemployed caddies looking for work after this 2012 Masters Tournament. Best of luck to all the golfers and their caddies in this amazing tournament!
Tell us what you thought about the 2012 Masters...
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Image courtesy of Revati Upadhya.
by Sherrie Wilkolaski
Book PR is alive and well for author Tom Cirigano. This Wednesday morning February 15, at 9:15am, his book 67 Cents: Creation of a Killer, will be featured in the "Book of the Week" segment on WVBF Radio, Taunton Massachusetts. This Wednesday's appearance is a 15 minute segment, (9:15-9:30) and Tom is also scheduled again for an hour show on this station within the next few weeks. Listeners can call-in to both of these shows or listen to the interivews online. (WVBF)www.hometowntalkradio.com
Tom has been diligent in doing his outreach to the local media and not only is he getting radio coverage, he’s also been interviewed by Bill Abramson from the New Bedford Standard Times. The article in the local newspaper will be out in the coming weeks.
About the book.
Within his newly released book, native Bostonian and author, Thomas M. Cirignano, brings his readers into the tough neighborhoods and back alleys of Southie, during a time when street-justice ruled, judgment was final, and penalties were severe.
67 Cents: Creation of a Killer is a fictional adaptation of the author’s autobiography, The 
Constant Outsider: Memoirs of a South Boston Mechanic. But fair warning: 67 Cents is not for the faint of heart, with its gritty language and graphic scenes of violence. The author defends his use of strong adult wording by stating, “This is exactly the way guys of the type depicted in the book spoke.”
In real life, Cirignano lived and worked in a city that was a far cry from TV’s Cheers and the sterile images of fashionable Newbury Street. At his auto repair shop in the heart of Southie, he had multiple opportunities to become involved with the underworld. As their trusted mechanic, he was on very good terms with the local gangsters. So much so, that when the Mob heard that Tom was having a problem with one particular thug, an “enforcer” offered to kill the man for him, for a very minimal fee. Of course, Tom said “No thank you.”
But in 67 Cents, the main character, “Nick,” says “Yes” to each and every one of those offers that were made to the author by both the Italian and Irish Mobs over the years. In a Boston where violence and lawlessness ruled, a series of wrong choices leads Nick down an ever intensifying path of no return. He learns to bend the rules, put aside his childhood values, and break the law in ever increasing ways. Nick finds that, like a lethal drug, money has a power of addiction all its own, especially easy money.
One skill he acquires is that of brutally fighting back against adversaries, eventually being pushed to the ultimate act of revenge; murder. Not only does Nick find that he’s good at killing, he actually enjoys it!
67 Cents: Creation of a Killer is now available in paperback, at www.buybooksontheweb.com, Amazon.com, Kindle, Readmore Books in Taunton, Somethin’s Brewin’ in Lakeville, and Lakeville Library. To learn more about Tom Cirignano go to www.TheConstantOutsider.com.
Photo courtesy of Tom Cirignano.