By Ned Barnett, Partner, BRAND
http://www.brandltd.com
Copyright 2010
Here are five quick strategies that work for authors and novelists, especially those who don’t get a lot of support from their publishers, and one – the first one – that doesn't work, although logic suggests that it should.
1. The one that doesn’t work: Book signings at bookstores don’t really work for you – unless you’re Sean Hannity or Bill O’Reilly or Tom Clancy, book signings can feel good, but they don’t really move a lot of books and seldom generate any publicity. Getting publicity is something else – and while a book signing can be a hook (“I’ll be in town and would like to do a quick radio interview”), it’s not a strong hook.
2. A way to make Signings work: Book signings at special events that seem tied to the book theme do a much better job of moving books, but they’re harder to find. However, given the sales potential, they’re worth the effort
3. Another way to make Signings work: Book signings at talks that you give seem to move books much better as well – the trick is getting speaking gigs. You have to promote these separately from the book, which may distract you from promoting your book, but the sales potential may make this a reasonable trade-off.
4. Volume group sales are more profitable than individual sales, even when the sales are discounted. However, the trick is to find groups that tie into the theme or setting of the book, and persuade them to buy your book in quantity to give or re-sell to members.
5. Networking: “Working” your alumni, church, civic and fraternal organizations is another way to build brand equity (name recognition) and sell books. A surprising number of people This same process can go online with:
6. Social Networking: Online social media is emerging as an effective promotion tool for writers. They key networking tools include email lists and phone/SMS lists (for real Web 3.0 impact, nothing beats a short-and-sweet text message).
a. Networking sites include FaceBook, which is on the way up, big-time, and MySpace, which began to crash-and-burn last July. Its numbers are way off – but still hug – but MySpace has become a Youth site and very not useful except for YA authors. Linkedin and Plaxo and a few other networking sites are growing in popularity and potential. Right now, Twitter’s getting all the buzz – though so far traffic is still relatively small.
b. The key to Social Media marketing – “make friends” and “network” – then get the word out to your “friends” and ask them to spread the word. If you’re lucky and good (and sometimes it’s better to be lucky than good, but both is better still), “viral” will take off and you’ll find people you’ve never heard of wanting to be your friend (on the network) and buying your books and spreading the word.
c. Social Networking lets strangers feel like you’re an author who’s also a friend, someone they can brag on, an excellent sales motivator. For more on this, the free e-book “The New Rules of PR (for online PR) is two years old but still useful: http://www.masconsulting-online.com/Channel_news/New-Rules-of-PR.pdf
d. Create your own Social Network by setting up websites and newsletters that link in buyers of previous books. This can create a demand for a new book (Lawrence Block has done this effectively, as has Janet Evanovich). Think of your author website and e-newsletter as the core elements of your own private Social Network.
These strategies work, but only if you work these strategies.
Ned Barnett, Partner, BRAND
http://www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
Sunday, August 1, 2010
Advice to an Aspiring Hollywood Screenwriter
By Ned Barnett, Partner, BRAND
http://www.brandltd.com
Copyright 2010
This morning (as I write this), I got a request from a friend who wants to be a successful Hollywood screenwriter, asking me how I did it (I have a script currently in development). The advice I gave my friend is applicable to anybody who wants to break into Hollywood as a writer ...
Getting sold in Hollywood is a real challenge. I used to co-own a business called "The Hollywood Connection" and served as a script doctor/coach for aspiring screenwriters. I can tell you what I know, but beyond that (and as far as what applies to you) you need to judge for yourself.
First, read everything you can about screenwriting - both the "how to" and the "I was there" war-story books by successful screenwriters.
For the "how-to," note the copyright date - styles in screenplays change, and the more recent the advice, the more likely it is to be real and accurate. Roughly 20 years ago, the guy who went on to create Babylon 5 wrote a book on screenwriting - in that, he advocated putting original artwork on the cover of the bound manuscripts. That worked in the late 70s to mid-80s, but quickly became passe - now cover art is death-on-toast.
Next, read every script you can find. Sometimes, you can find sets of scripts that show development from first to produced. Did you know that the movie "Pretty Woman" started out as a horror film? Then they cast Julia Roberts and decided it just had to be a romantic comedy - they changed almost everything except the title (sorry - I can't resist: It went from "horror" to "whore").
Watching a few films about the Hollywood screenwriting process can be useful - even though they're fictional works, they often capture the spirit of insanity (The Player is one, another staring Kevin Bacon is also excellent - The Big Picture - it's great). Pitching a script can be a nightmare, and you've got to play by the rules or your dead.
Know this - if anybody buys your script, they WILL change it - often in ways that seem bizarre, certainly in ways that will displease you. If you want to tell a story with integrity, write a book. If you want Hollywood, expect the project to change beyond your recognition.
Also, expect people to steal your stories. The folks at Star Trek-Next Generation and ST-Deep Space 9 stole four script ideas I pitched them, and somebody stole a screenplay I wrote, then adapted it for Harrison Ford (if you read the two scripts side-by-side, you'd understand). There is NO recourse - if they steal from you, smile and write another idea. The only guy I know of who won in suing Hollywood was Art Buchwald - he invested a million bucks into the law suit (he had it to invest) and won, but never worked in Hollywood again. So when your ideas are stolen, suck it up and move on.
Next, before you submit anything, make sure that your screenplay is in all regards in perfect technical format - there are now software packages that will do this for you, though when I started, I had to do it manually (any big change in the script was followed by about 8 hours of non-stop manual reformatting). Hollywood spends most of it's time saying "no," so don't give them an easy reason to say "no."
Make sure your theatrical script is between 109 and 120 pages. TV/cable movies have different lengths - check that out.
Make sure it is in three acts. TV/Cable movies have five or seven acts - check that out, too.
Make sure that all formatting is correct. Not correct - perfect!
Make sure it is bound with two brads (using three-hole paper) with a construction-paper cover but no artwork.
Make sure it is registered with the Writer's Guild (copyright it, too, but don't tell them that).
In short, play by the rules.
Next, read the Hollywood Reporter religiously - know the names of the producers, their projects, etc. - "become" an insider, at least in terms of knowledge.
Network - ask every screenwriter you know who their agent is, and if they'll refer you to their agent (that's how you get an agent - client referrals). Make sure that when you pitch an agent, you already have three complete, in-the-can screenplays, and at least two or three others in various stages of development. Have ten ideas ready to pitch (and have short treatments on all of those, just in case anybody says "yes" to the pitch).
Buy (if you're really serious, subscribe to) the Hollywood Creative Directory and pour through it - identify every production company that has ever made anything even remotely like your project(s) - Hollywood people tend to keep making the same thing, over and over again. Few are real innovators. There is now an online version, but I prefer the print version.
Contact production companies you've targeted (in writing) asking for a pitch kit - they'll make you sign your life away before they'll talk to you (you basically sign permission for them to steal your ideas - really - but that's the only way to get in). Go in with your main project, plus the ten back-up pitches, and the two other scripts you're ready to show them. Do not let it seem like you're a one-trick-pony. Hollywood is full of them, and nobody wants to do business with a one-shot-wonder - they're looking for relationships as much as they're looking for scripts or screenwriters.
Here's a trick. Write a book based on your screenplay, and go find a publisher to get it published (not self-published). Hollywood treats published books with more respect than screenplays, but it's got nothing but contempt for self-published books. The guy who wrote Dances With Wolves couldn't get anybody interested in the script - so he wrote and published the story as a book, THEN Hollywood's proders were interested, and THEN he was able to show them his script.
Expect to lose, but never give up hope. Almost exactly 98 percent of everybody who writes screenplays never even gets an option. If you get an option, you're ahead of 97 percent of everybody else. So far, I have gotten three options - but no theatrical films produced - but my screenplay based on the USAF Thunderbirds is still in development (it could be funded at any time), and it literally may be funded this month. If that happens, I'll be ahead of 99 percent of everybody - and still won't have a script produced. Far fewer than 1 percent get a script produced - but oddly, the odds are better now than they were 16 years ago when I got started in this racket.
It's a crazy business. Sometimes I think winning the lottery is easier, and sometimes I think being a loan shark is a cleaner business. But it has it's attractions, and the brass ring is some big ring ...
Good luck!
Ned Barnett, Partner, BRAND
http://www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
http://www.brandltd.com
Copyright 2010
This morning (as I write this), I got a request from a friend who wants to be a successful Hollywood screenwriter, asking me how I did it (I have a script currently in development). The advice I gave my friend is applicable to anybody who wants to break into Hollywood as a writer ...
Getting sold in Hollywood is a real challenge. I used to co-own a business called "The Hollywood Connection" and served as a script doctor/coach for aspiring screenwriters. I can tell you what I know, but beyond that (and as far as what applies to you) you need to judge for yourself.
First, read everything you can about screenwriting - both the "how to" and the "I was there" war-story books by successful screenwriters.
For the "how-to," note the copyright date - styles in screenplays change, and the more recent the advice, the more likely it is to be real and accurate. Roughly 20 years ago, the guy who went on to create Babylon 5 wrote a book on screenwriting - in that, he advocated putting original artwork on the cover of the bound manuscripts. That worked in the late 70s to mid-80s, but quickly became passe - now cover art is death-on-toast.
Next, read every script you can find. Sometimes, you can find sets of scripts that show development from first to produced. Did you know that the movie "Pretty Woman" started out as a horror film? Then they cast Julia Roberts and decided it just had to be a romantic comedy - they changed almost everything except the title (sorry - I can't resist: It went from "horror" to "whore").
Watching a few films about the Hollywood screenwriting process can be useful - even though they're fictional works, they often capture the spirit of insanity (The Player is one, another staring Kevin Bacon is also excellent - The Big Picture - it's great). Pitching a script can be a nightmare, and you've got to play by the rules or your dead.
Know this - if anybody buys your script, they WILL change it - often in ways that seem bizarre, certainly in ways that will displease you. If you want to tell a story with integrity, write a book. If you want Hollywood, expect the project to change beyond your recognition.
Also, expect people to steal your stories. The folks at Star Trek-Next Generation and ST-Deep Space 9 stole four script ideas I pitched them, and somebody stole a screenplay I wrote, then adapted it for Harrison Ford (if you read the two scripts side-by-side, you'd understand). There is NO recourse - if they steal from you, smile and write another idea. The only guy I know of who won in suing Hollywood was Art Buchwald - he invested a million bucks into the law suit (he had it to invest) and won, but never worked in Hollywood again. So when your ideas are stolen, suck it up and move on.
Next, before you submit anything, make sure that your screenplay is in all regards in perfect technical format - there are now software packages that will do this for you, though when I started, I had to do it manually (any big change in the script was followed by about 8 hours of non-stop manual reformatting). Hollywood spends most of it's time saying "no," so don't give them an easy reason to say "no."
Make sure your theatrical script is between 109 and 120 pages. TV/cable movies have different lengths - check that out.
Make sure it is in three acts. TV/Cable movies have five or seven acts - check that out, too.
Make sure that all formatting is correct. Not correct - perfect!
Make sure it is bound with two brads (using three-hole paper) with a construction-paper cover but no artwork.
Make sure it is registered with the Writer's Guild (copyright it, too, but don't tell them that).
In short, play by the rules.
Next, read the Hollywood Reporter religiously - know the names of the producers, their projects, etc. - "become" an insider, at least in terms of knowledge.
Network - ask every screenwriter you know who their agent is, and if they'll refer you to their agent (that's how you get an agent - client referrals). Make sure that when you pitch an agent, you already have three complete, in-the-can screenplays, and at least two or three others in various stages of development. Have ten ideas ready to pitch (and have short treatments on all of those, just in case anybody says "yes" to the pitch).
Buy (if you're really serious, subscribe to) the Hollywood Creative Directory and pour through it - identify every production company that has ever made anything even remotely like your project(s) - Hollywood people tend to keep making the same thing, over and over again. Few are real innovators. There is now an online version, but I prefer the print version.
Contact production companies you've targeted (in writing) asking for a pitch kit - they'll make you sign your life away before they'll talk to you (you basically sign permission for them to steal your ideas - really - but that's the only way to get in). Go in with your main project, plus the ten back-up pitches, and the two other scripts you're ready to show them. Do not let it seem like you're a one-trick-pony. Hollywood is full of them, and nobody wants to do business with a one-shot-wonder - they're looking for relationships as much as they're looking for scripts or screenwriters.
Here's a trick. Write a book based on your screenplay, and go find a publisher to get it published (not self-published). Hollywood treats published books with more respect than screenplays, but it's got nothing but contempt for self-published books. The guy who wrote Dances With Wolves couldn't get anybody interested in the script - so he wrote and published the story as a book, THEN Hollywood's proders were interested, and THEN he was able to show them his script.
Expect to lose, but never give up hope. Almost exactly 98 percent of everybody who writes screenplays never even gets an option. If you get an option, you're ahead of 97 percent of everybody else. So far, I have gotten three options - but no theatrical films produced - but my screenplay based on the USAF Thunderbirds is still in development (it could be funded at any time), and it literally may be funded this month. If that happens, I'll be ahead of 99 percent of everybody - and still won't have a script produced. Far fewer than 1 percent get a script produced - but oddly, the odds are better now than they were 16 years ago when I got started in this racket.
It's a crazy business. Sometimes I think winning the lottery is easier, and sometimes I think being a loan shark is a cleaner business. But it has it's attractions, and the brass ring is some big ring ...
Good luck!
Ned Barnett, Partner, BRAND
http://www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
Bootstrap Advice to a Small Specialty Publisher
By Ned Barnett, Partner, BRAND
http://www.brandltd.com
Copyright 2010
I review most of the books published (on WW-II Aviation) by a small specialty publisher in Montana. Recently, I offered to help with suggestions for promoting their newest book (which is great); they took me up on the offer, and this is what follows. While the advice is specialized, a flexible mind will see how this could apply (by extension) to almost any non-fiction title. Since this is both real-world and current as of today, I thought I'd share it with you ... (the names have been changed to baffle voyeurs).
In one of your emails you mentioned something to the effect that you hope this book is getting proper international PR - do you have some pointers, thoughts, directions that you wouldn't mind sharing in this arena? You know I do the direct email, send out review copies, and do a general sort of PR - but I am always open to new ideas.
Glad to help – this is my stock-in-trade, and I’m glad to give you some pointers. First, please check out my blog on book promotion (http://barnettonpublishing.blogspot.com/) – this is based on decades of book promotion for my own nine books and for dozens of authors and half a dozen publishers I’ve represented at one time or another. I think you’ll find a couple of articles (my Top Ten lists might be most helpful, but check out the posts and see what’s useful to you).
Beyond that, try these:
1. Make sure you have strong reviews posted on Amazon.com. This remains the #1 outlet for books of all kinds, and it’s also a trusted source of review information. If you don’t have reviews there (or don’t have enough), ask each person who’s reviewed either book to post reviews (you can’t do it for them).
2. Find every online modeling or military history website (the subject matter of the books in question) bulletin board or discussion list that deals with German aircraft, then register on those lists.
3. Create an email list of as many interested parties (former clients, reviewers, etc.) as possible.
4. Whenever a new review is posted anywhere (Amazon is good as it’s credible) post a link to this review to all these lists and bulletin boards and such - and include a web link (URL) so people can find the reviews.
5. Also, send out an email blast to all those on your list (making sure you don’t cross the line into spam – if you don’t have the technology, I can refer you to a friend and colleague who does have that technology and does all my email blasts for me).
6. Send out a press release over the Internet about the review.
a. You can send one out (keep it under 400 words, and set it up for just Montana – trust me, the Internet will get it out) via Business Wire for $300 per release.
b. I recognize that this might be cost-prohibitive – PR Web and Market Wire have much lower cost releases (I find them a bit less effective, but for my own business I’d use them for most releases).
c. OfficialWire is dirt cheap (and well worth it ). OfficialWire you pay a one-time fee of about $700 a year for as many releases as you want, any length (most other services charge a length factor). I use this to put out low-value releases, but use one of the other services (too) for more important releases/news.
7. Whenever the Fw 190 (especially the Dora) (the specific subject of this book) becomes a point of discussion (this requires some monitoring), have (author) draft a response to the discussion, preferably pointing out something new to the discussion and mentioning that more details can be found in Vol. 1 or 2.
8. Create a blog (I use “Blogger” because Google owns it and searches it, but WordPress and other outlets are available).
a. Periodically have (author) write interesting anecdotes or information (could be cut-and-pasted from the book) about the Dora, then announce the new blog article following steps #4, #5 and #6.
b. For the blog, I know (author)’s got contacts with some surviving WW-II German aces (or he did, I know time and mortality is creeping up on them), ask them to write (or write in their names, with their approval) blog articles about the Dora, or anecdotes about its use, or anything like that – the do the 4, 5, 6 promotion again
9. Contact every national and regional modeling contest (the organizers) and offer up prizes for a category – the Fw 190D (that would be my choice). They’ll sell you a trophy package and generally it’s not too expensive.
a. The real hook is that you give the two-volume set to the #1 winner, a complete set of the Fw 190D decals to the #2 winner, and something tied in but of lesser value to the #3 winner.
b. Ask in return that the award be prominently announced in advance and at the event. I am truly surprised that so few authors, publishers, model companies or after-market companies do this; it’s a great way to get publicity and promotion.
c. Also do #4, #5 and #6 above for each award program you participate in.
d. When you have winners, get the contest folks to send you photos of the models and the modelers receiving their awards (both) then throw up a web page showing them, then do 4, 5 and 6 again (a release and announcement of the winners, the prizes, etc.)
10. Find surviving aces or even pilots (ours or theirs) who have ties with the Dora. Interview them for the blog and press release, and present them with copies (for the press release), and get that out on the various 4, 5, 6 media/publicity opportunities. Co-opt (in the best possible sense) their fame and name recognition to promote your books and such.
11. Find non-profit groups (even charitable groups) and donate autographed copies to be raffled or auctioned off to raise money (and work with them to make sure the full publicity is accomplished – 4, 5, 6 above).
12. Propose to non-profit and charitable groups that they become resellers of the books to raise money. Military history and aviation museums, member associations, military reunion groups, model clubs, etc., might all become resellers. Give them your best bookstore rate and help them promote it (plus do 4, 5, 6 above).
13. Post autographed copies of the book on eBay – set your reserve minimum to your wholesale cost, and let the auctions find the market price (you might also have an eBay web store where people can “buy now”). This, by the way, could apply to all of your products – other books, decals, prints and paintings, etc.
14. Which brings up a key point. All of what I’ve proposed above for the Dora Vol. 2 could be applied to any and all of your products – books, decals, etc.
15. Related to that. If you have a book that’s out of print, you can add a bit to it (it doesn’t take much – a new updated final chapter, some additional references to the bibliography, etc.), re-copyright it, then re-release it as an “Expanded/Enhanced Second Edition” – and with POD now available, you could avoid creating inventory. The new second edition could be subject to reviews all over again – it becomes new all over again – and much of what’s proposed up above will work for each book you re-release.
16. One final note. I know you sell direct and I presume that’s your most profitable move. However, some people remain reluctant to buy online except through established vendors (i.e., Amazon) – so whenever you give a link to buy from you, also give a link to buy from Amazon. If you set up as an affiliate of Amazon’s, you’ll get a (small) commission from all book sales generated by people who link through your website. There are some people who’ll buy from Amazon who won’t buy from you, and you don’t want to lose those sales.
I hope this helps, (publisher). Obviously, this is just a quick-and-dirty tip-of-the-iceberg overview – you’ll find more ideas in my blog posts on book promotion. Also, obviously, this is what I do for a living, and I’d be glad to help professionally. However, times are tough and you and (author) are creative – if you can do these on your own, please do so with my blessing. Ever since I reviewed your AVG book and decals a decade ago, I’ve been among your biggest fans, and always glad to work with you to help you achieve success (knowing that this success will lead to more wonderful products down the road).
So make this happen, or retain me to make this happen – either way, these steps should help you to build your business, domestically and around the world.
That's it - a practical, real-world guide to bootstrap promotion of an exceptional specialty book. Adapt the advice to your own specialty market, and you can get it done, too - or call me (702-696-1200) or write me (ned at barnettmarcom dot com) and I'll help make it happen.
Ned Barnett
Partner - BRAND
http://www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
http://www.brandltd.com
Copyright 2010
I review most of the books published (on WW-II Aviation) by a small specialty publisher in Montana. Recently, I offered to help with suggestions for promoting their newest book (which is great); they took me up on the offer, and this is what follows. While the advice is specialized, a flexible mind will see how this could apply (by extension) to almost any non-fiction title. Since this is both real-world and current as of today, I thought I'd share it with you ... (the names have been changed to baffle voyeurs).
In one of your emails you mentioned something to the effect that you hope this book is getting proper international PR - do you have some pointers, thoughts, directions that you wouldn't mind sharing in this arena? You know I do the direct email, send out review copies, and do a general sort of PR - but I am always open to new ideas.
Glad to help – this is my stock-in-trade, and I’m glad to give you some pointers. First, please check out my blog on book promotion (http://barnettonpublishing.blogspot.com/) – this is based on decades of book promotion for my own nine books and for dozens of authors and half a dozen publishers I’ve represented at one time or another. I think you’ll find a couple of articles (my Top Ten lists might be most helpful, but check out the posts and see what’s useful to you).
Beyond that, try these:
1. Make sure you have strong reviews posted on Amazon.com. This remains the #1 outlet for books of all kinds, and it’s also a trusted source of review information. If you don’t have reviews there (or don’t have enough), ask each person who’s reviewed either book to post reviews (you can’t do it for them).
2. Find every online modeling or military history website (the subject matter of the books in question) bulletin board or discussion list that deals with German aircraft, then register on those lists.
3. Create an email list of as many interested parties (former clients, reviewers, etc.) as possible.
4. Whenever a new review is posted anywhere (Amazon is good as it’s credible) post a link to this review to all these lists and bulletin boards and such - and include a web link (URL) so people can find the reviews.
5. Also, send out an email blast to all those on your list (making sure you don’t cross the line into spam – if you don’t have the technology, I can refer you to a friend and colleague who does have that technology and does all my email blasts for me).
6. Send out a press release over the Internet about the review.
a. You can send one out (keep it under 400 words, and set it up for just Montana – trust me, the Internet will get it out) via Business Wire for $300 per release.
b. I recognize that this might be cost-prohibitive – PR Web and Market Wire have much lower cost releases (I find them a bit less effective, but for my own business I’d use them for most releases).
c. OfficialWire is dirt cheap (and well worth it ). OfficialWire you pay a one-time fee of about $700 a year for as many releases as you want, any length (most other services charge a length factor). I use this to put out low-value releases, but use one of the other services (too) for more important releases/news.
7. Whenever the Fw 190 (especially the Dora) (the specific subject of this book) becomes a point of discussion (this requires some monitoring), have (author) draft a response to the discussion, preferably pointing out something new to the discussion and mentioning that more details can be found in Vol. 1 or 2.
8. Create a blog (I use “Blogger” because Google owns it and searches it, but WordPress and other outlets are available).
a. Periodically have (author) write interesting anecdotes or information (could be cut-and-pasted from the book) about the Dora, then announce the new blog article following steps #4, #5 and #6.
b. For the blog, I know (author)’s got contacts with some surviving WW-II German aces (or he did, I know time and mortality is creeping up on them), ask them to write (or write in their names, with their approval) blog articles about the Dora, or anecdotes about its use, or anything like that – the do the 4, 5, 6 promotion again
9. Contact every national and regional modeling contest (the organizers) and offer up prizes for a category – the Fw 190D (that would be my choice). They’ll sell you a trophy package and generally it’s not too expensive.
a. The real hook is that you give the two-volume set to the #1 winner, a complete set of the Fw 190D decals to the #2 winner, and something tied in but of lesser value to the #3 winner.
b. Ask in return that the award be prominently announced in advance and at the event. I am truly surprised that so few authors, publishers, model companies or after-market companies do this; it’s a great way to get publicity and promotion.
c. Also do #4, #5 and #6 above for each award program you participate in.
d. When you have winners, get the contest folks to send you photos of the models and the modelers receiving their awards (both) then throw up a web page showing them, then do 4, 5 and 6 again (a release and announcement of the winners, the prizes, etc.)
10. Find surviving aces or even pilots (ours or theirs) who have ties with the Dora. Interview them for the blog and press release, and present them with copies (for the press release), and get that out on the various 4, 5, 6 media/publicity opportunities. Co-opt (in the best possible sense) their fame and name recognition to promote your books and such.
11. Find non-profit groups (even charitable groups) and donate autographed copies to be raffled or auctioned off to raise money (and work with them to make sure the full publicity is accomplished – 4, 5, 6 above).
12. Propose to non-profit and charitable groups that they become resellers of the books to raise money. Military history and aviation museums, member associations, military reunion groups, model clubs, etc., might all become resellers. Give them your best bookstore rate and help them promote it (plus do 4, 5, 6 above).
13. Post autographed copies of the book on eBay – set your reserve minimum to your wholesale cost, and let the auctions find the market price (you might also have an eBay web store where people can “buy now”). This, by the way, could apply to all of your products – other books, decals, prints and paintings, etc.
14. Which brings up a key point. All of what I’ve proposed above for the Dora Vol. 2 could be applied to any and all of your products – books, decals, etc.
15. Related to that. If you have a book that’s out of print, you can add a bit to it (it doesn’t take much – a new updated final chapter, some additional references to the bibliography, etc.), re-copyright it, then re-release it as an “Expanded/Enhanced Second Edition” – and with POD now available, you could avoid creating inventory. The new second edition could be subject to reviews all over again – it becomes new all over again – and much of what’s proposed up above will work for each book you re-release.
16. One final note. I know you sell direct and I presume that’s your most profitable move. However, some people remain reluctant to buy online except through established vendors (i.e., Amazon) – so whenever you give a link to buy from you, also give a link to buy from Amazon. If you set up as an affiliate of Amazon’s, you’ll get a (small) commission from all book sales generated by people who link through your website. There are some people who’ll buy from Amazon who won’t buy from you, and you don’t want to lose those sales.
I hope this helps, (publisher). Obviously, this is just a quick-and-dirty tip-of-the-iceberg overview – you’ll find more ideas in my blog posts on book promotion. Also, obviously, this is what I do for a living, and I’d be glad to help professionally. However, times are tough and you and (author) are creative – if you can do these on your own, please do so with my blessing. Ever since I reviewed your AVG book and decals a decade ago, I’ve been among your biggest fans, and always glad to work with you to help you achieve success (knowing that this success will lead to more wonderful products down the road).
So make this happen, or retain me to make this happen – either way, these steps should help you to build your business, domestically and around the world.
That's it - a practical, real-world guide to bootstrap promotion of an exceptional specialty book. Adapt the advice to your own specialty market, and you can get it done, too - or call me (702-696-1200) or write me (ned at barnettmarcom dot com) and I'll help make it happen.
Ned Barnett
Partner - BRAND
http://www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
Marketing and Promoting Books - A Reprint from Marketing Sherpa
By Ned Barnett, Partner, BRAND
http://www.brandltd.com
Copyright 2010
I was recently interviewed by Marketing Sherpa about book marketing and promotion. Here is the full interview, along with all the links and other material included with the article. If you don't receive any of Marketing Sherpa's free newsletters and other materials, you ought to check them out.
***
How to Market Your Business Book (Your Publisher Probably Won't)
02/04/2005
Publishing a book increases credibility and helps bring in paying clients -- but marketing your book can be a challenge.
First-time authors tend to become discouraged when they realize that publishers don't spend much time or money turning books into bestsellers for anyone but the highest echelon author.
The bottom line is, whether you're published by a mainstream publishing house, a small university press, or are self-published, the job of marketing your book falls squarely on you.
We talked with Ned Barnett, public relations/marketing consultant to the publishing industry, about two areas on which to focus in order to become a media darling (whether your publisher helps you or not).
Area #1. Pitching the media
Barnett offers three tips:
a. “Snakepits to Avoid…”
You already know your subject line is supposed to be compelling. Barnett likes to use the phrase “7 Deadly Sins,” or “Snakepits to Avoid.”
So if you've written a book called “Technology Project Management: 10 Pitfalls to Avoid,” your subject line might read, "7 Deadly Sins in Technology Project Management."
Follow that up with: “There are seven deadly sins and three other pitfalls that project managers want to avoid when implementing new technology. Everyone wants to achieve results quickly, but that can sometimes lead to disaster.”
b. Give two options
"Try to go for one or two things that are easy to say 'yes' to," such as an interview or a column, Barnett says.
Your pitch might say, “I can write a column that boils one of the pitfalls down to 750 words, OR, I’m available for interview. Do either of these options interest you?
“If not, is there some other way we might work together?”
c. Submit a pre-written book review
Here’s a nifty trick we’ve never heard before. Most editors are swamped and don’t have time to do everything they want to do. Barnett suggests contracting someone credentialed in the field to write a book review about your book – and then include it when you send it to be reviewed.
This allows editors to run a thoughtful review of the book without ever having to read it.
If you don’t have a friend in the field whom you can ask, try university professors. “They’re usually for hire and not that expensive,” Barnett says. “And anybody who’s an academic is assumed credible to write a book review.”
Your pitch wouldn’t say, of course, “Forget the book, just run the enclosed review.” Instead, try this: “I know your time is precious and, much as you may want to, you may not have time to read the book. If that’s the case, I’ve enclosed a review, already cleared for publication by the author. Of course, if you’d like to write your own review, I’d be thrilled.”
Area #2. Create marketing allies
Associations are always looking for ancillary income so they don’t have to raise member dues. Books that they can sell to their members – or give away as a member benefit – often go over well.
You can form a deal between your association and your publisher that the association would buy 1,000 copies of your book specially branded with the association’s name (example: "The Technology Business Association’s Guide to Technology Project Management: 10 Pitfalls to Avoid”).
The publisher benefits by being guaranteed the sales of the special print run (which also brings down their cost per copy) and the association gets a branded book to sell.
This also gives you as the author a better opportunity to promote yourself through the association by speaking at trade shows and publishing in the newsletter.
Another example:
If you're a regular contributor to a trade publication, consider a deal between the magazine and the publisher to co-brand the book ("Industry Week's Guide to Technology Project Management: 10 Pitfalls to Avoid”).
Useful links related to this article:
John Kremer's Book Marketing Blog (Our favorite on this topic)
http://www.bookmarket.com/tips.html
Book Marketing Works - Booklets and consulting for authors who want to sell into "non-traditional" markets:
http://www.bookmarketingworks.com/
How to Get Happily Published -- Info on Judith Applebaum's book which is widely hailed as best-in-class
http://www.happilypublished.com/thebook.html
Authors: How to Get Your Business Book Published -- a special report by MarketingSherpa's staff:
http://sherpastore.com/store/page.cfm/2016
Barnett's site
http://www.brandltd.com
Questions? Contact Customer Service at (877) 895-1717, service@sherpastore.com
(c) 2000-2005 MarketingSherpa, Inc.
Editorial HQ: MarketingSherpa Inc 499 Main St., Warren, RI 02885
Admin & Shipping HQ: 499 Main St., Warren, RI 02885
http:www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
http://www.brandltd.com
Copyright 2010
I was recently interviewed by Marketing Sherpa about book marketing and promotion. Here is the full interview, along with all the links and other material included with the article. If you don't receive any of Marketing Sherpa's free newsletters and other materials, you ought to check them out.
***
How to Market Your Business Book (Your Publisher Probably Won't)
02/04/2005
Publishing a book increases credibility and helps bring in paying clients -- but marketing your book can be a challenge.
First-time authors tend to become discouraged when they realize that publishers don't spend much time or money turning books into bestsellers for anyone but the highest echelon author.
The bottom line is, whether you're published by a mainstream publishing house, a small university press, or are self-published, the job of marketing your book falls squarely on you.
We talked with Ned Barnett, public relations/marketing consultant to the publishing industry, about two areas on which to focus in order to become a media darling (whether your publisher helps you or not).
Area #1. Pitching the media
Barnett offers three tips:
a. “Snakepits to Avoid…”
You already know your subject line is supposed to be compelling. Barnett likes to use the phrase “7 Deadly Sins,” or “Snakepits to Avoid.”
So if you've written a book called “Technology Project Management: 10 Pitfalls to Avoid,” your subject line might read, "7 Deadly Sins in Technology Project Management."
Follow that up with: “There are seven deadly sins and three other pitfalls that project managers want to avoid when implementing new technology. Everyone wants to achieve results quickly, but that can sometimes lead to disaster.”
b. Give two options
"Try to go for one or two things that are easy to say 'yes' to," such as an interview or a column, Barnett says.
Your pitch might say, “I can write a column that boils one of the pitfalls down to 750 words, OR, I’m available for interview. Do either of these options interest you?
“If not, is there some other way we might work together?”
c. Submit a pre-written book review
Here’s a nifty trick we’ve never heard before. Most editors are swamped and don’t have time to do everything they want to do. Barnett suggests contracting someone credentialed in the field to write a book review about your book – and then include it when you send it to be reviewed.
This allows editors to run a thoughtful review of the book without ever having to read it.
If you don’t have a friend in the field whom you can ask, try university professors. “They’re usually for hire and not that expensive,” Barnett says. “And anybody who’s an academic is assumed credible to write a book review.”
Your pitch wouldn’t say, of course, “Forget the book, just run the enclosed review.” Instead, try this: “I know your time is precious and, much as you may want to, you may not have time to read the book. If that’s the case, I’ve enclosed a review, already cleared for publication by the author. Of course, if you’d like to write your own review, I’d be thrilled.”
Area #2. Create marketing allies
Associations are always looking for ancillary income so they don’t have to raise member dues. Books that they can sell to their members – or give away as a member benefit – often go over well.
You can form a deal between your association and your publisher that the association would buy 1,000 copies of your book specially branded with the association’s name (example: "The Technology Business Association’s Guide to Technology Project Management: 10 Pitfalls to Avoid”).
The publisher benefits by being guaranteed the sales of the special print run (which also brings down their cost per copy) and the association gets a branded book to sell.
This also gives you as the author a better opportunity to promote yourself through the association by speaking at trade shows and publishing in the newsletter.
Another example:
If you're a regular contributor to a trade publication, consider a deal between the magazine and the publisher to co-brand the book ("Industry Week's Guide to Technology Project Management: 10 Pitfalls to Avoid”).
Useful links related to this article:
John Kremer's Book Marketing Blog (Our favorite on this topic)
http://www.bookmarket.com/tips.html
Book Marketing Works - Booklets and consulting for authors who want to sell into "non-traditional" markets:
http://www.bookmarketingworks.com/
How to Get Happily Published -- Info on Judith Applebaum's book which is widely hailed as best-in-class
http://www.happilypublished.com/thebook.html
Authors: How to Get Your Business Book Published -- a special report by MarketingSherpa's staff:
http://sherpastore.com/store/page.cfm/2016
Barnett's site
http://www.brandltd.com
Questions? Contact Customer Service at (877) 895-1717, service@sherpastore.com
(c) 2000-2005 MarketingSherpa, Inc.
Editorial HQ: MarketingSherpa Inc 499 Main St., Warren, RI 02885
Admin & Shipping HQ: 499 Main St., Warren, RI 02885
http:www.brandltd.com
NOTE - this blog is copyright 2010 by BRAND (http://www.brandltd.com) - this blog may be reprinted without prior permission but only if:
* The blog is published unchanged; and,
* Full attribution (author, company, copyright, BRAND website) are included in the reprinted blog.
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