Book publishing and publicity blog

Don't Advertise....Publicize

2009-04-21T04:39:00.000-07:00

One of the greatest challenges in being a publicist is the ability to explain to a new client (who has never worked with a publicist before) the difference between advertising and publicity.

The media does not like material that is too commercial and they particularly don't like requests for free advertising. Ask your clients to follow their targeted media to see what is being published. It's a great way to determine what they will print.

Successful publicity is a two-way street. Media outlets are always looking for good information. Provide them with information (not advertising) and exposure will follow.

Six Steps to a Publishing Contract

2009-04-13T06:51:00.000-07:00

Finding a publisher is not as difficult as some might think. It boils down to approaching the process in a smart and efficient manner, and making it difficult for the publisher to say "No". Here are some quick steps to follow that will increase the likelihood of a contract:

1. Follow publisher's guidelines: Almost every publisher's website will include a page called "authors guidelines" or something similar. Here is a sample link to ours: http://www.nextdecade.com/authors_guidelines.shtml

2. Make sure that your cover letter contains ZERO typos. Remember what you are trying to accomplish. Nothing says "amateur" louder than an unprofessional cover letter.

3. Summarize your credentials in your cover letter. Tell the publisher why someone would want to read what you have written.

4. Devote an entire page to a specific marketing plan. Don't use fluff words like, "this would be a perfect book for review in XYZ Magazine, or "I'll try to get speaking engagements". Include a marketing budget. Your job is not over when your manuscript is completed. In fact, it's just starting.

5. Include a competitive analysis. Every title has competition. Take some time to visit Amazon and do the analysis, so the publisher doesn't have to.

6. Take the time to follow up with a phone call after a few weeks. You may get some helpful feedback, and the publisher will appreciate the effort.

Remember, book publishers are in the business of publishing books. A great submission targeted to the right publishers can result in multiple contract offers.

Stop Selling and Start Helping

2009-04-10T04:11:00.000-07:00

While we have all experienced some recent difficult financial times, my economic background tells me the worst is over. But while we may all (0ver time) recover financially, the emotional road back may not be so easy. Many business and personal relationships have been compromised, if not destroyed.

Relationships need to be built around trust, not commerce. And trust takes time to develop.

My advice to all authors, entrepreneurs, business owners and marketers is to stop selling and start helping. Rather than peddling your goods, identify needs and find ways to fill voids in people's lives. Stand behind your product, support your customers, and most importantly, keep your word.

Attn CEO's: Treat Your Customers the Way You Would Want to be Treated

2009-04-09T05:27:00.000-07:00

Recently Gap reported a "same store sales" decrease of 8% in March. I'll bet this did not make their shareholders happy. I visited a local Gap store this week. There were two customers in the store and two sales clerks. Neither clerk approached me with an offer of assistance, one told me she was too busy to check stock, and the other was unwilling to find out if a certain item would be available in the store again. So Mr. Glenn K. Murphy and Ms. Marka Hansen, you're getting paid big bucks to reverse the decline in your stock value. The problem may be less complicated than you think. It may have something to do with the way you treat your customers...

Google's stock is down approximately 50% off its 52 week range. This week I contacted Google via email (is there any other way?) to ask if they would transfer a 5 cent charge from one credit card to another. We have supported Google financially for many years by participating in their AdWords program. Do you think they would accommodate my request? No way. So again, Mr. Eric Schmidt, as I sit typing on your Google blog, this is not rocket science. It's all about how you treat your customers...

Plan Your Product Like You Plant Your Garden

2009-04-08T05:26:00.000-07:00

When I was a youngster, my father introduced me to vegetable gardening, and every summer we worked the garden together. I didn't realize back then, that he was "sowing the seeds" for my future career. And while it's April 8 and spring is "officially" here, it's snowing in NJ. But next week, me and my kids will plant the vegetable seeds in the greenhouse so they will be ready to move outdoors in mid May. While marketing is my profession, gardening is one of my top favorite pasttimes; and the truth is that the processes are very similar. Maybe that's why I like them both so much.

In gardening, we plan, plant, thin, prune, fertilize, water and harvest.

In book or product marketing we spend months planning for our planting which we call a "launch", we thin out/prune back the least productive initiatives, fertilize and water the winners with increased effort and focus, and watch our clients harvest/reap the rewards.

So for all the avid gardeners out there, teach your kids to garden too. It may prepare them for a future career in marketing.

Marketing plan essentials

2009-04-07T04:28:00.000-07:00

Recently I've been reading lots of comments on social networking sites from self published authors and business start-ups. Many read something like this "Help, I have a new book/new product and I don't know where/how to sell it. What do I do?"

Back in Marketing 101 in graduate school, I learned the 4 "P's" of marketing, and have been applying them through my businesses at www.nextdecade.com and www.barbarakimmel.com ever since.

1. Product-what is my product? If you can't clearly describe it in 3 sentences or less, go back to the drawing board.
2. Place-where is the best place to market my product? Start with your immediate circle of influence and work your way out. Think "concentric circles".
3. Price-what is the best price for my product? Don't be arbitrary. Look at your competition and set your price accordingly.
4. Promotion-how am I going to publicize my product? This is where you need to either become a publicity expert or hire one. Without publicity, the world will not know your book/product exists. Don't be fooled into believing that you need to spend thousands of dollars to get exposure.

Welcome to my blog

2009-04-07T04:11:00.000-07:00

Good morning all aspiring nonfiction authors, published authors and entrepreneurs.

Today I will begin blogging about book publishing and affordable publicity for authors and entrepreneurs. Occasionally, I will blog about other topics of interest to me (and hopefully my audience).

Just as a little background, I have an MBA in Marketing and 20 years of experience as a nonfiction book publisher, author and publicist. You can read more about me and my company at www.nextdecade.com

Thanks for stopping by. Barbara