Author: Claire McKinney

8 Tips to Keep in Your Mind When Seeking Book Reviews

Posted on by Claire McKinney

Seeking Book Reviews CMPRWhen I worked for publishing houses in New York City there was a debate about book review coverage.  Does seeking book reviews really sell books?  The answer is sometimes yes and sometimes no, but with a bit of knowledge of the media and how things work, it is possible to influence some control the of the results.

Here is a list of some of the Do’s and Don’ts of seeking book reviews:

 

  1. Don’t put your review eggs in one basket, like only being satisfied with a big review in the New York Times or another major newspaper.  I have had front page reviews in the New York Times Book Review that have not done a thing and I have had reviews in the daily section that have tipped a title over the edge on the road to being a bestseller.  It depends on the book, the quality of the review, when the review comes out, and the person who reviewed it.
  1. If you are self-published don’t try to get traditional newspapers to review your book.  Most of the book editors will not accept these titles because they are overwhelmed with traditionally published books already.  Here’s the thing, every in-house publicist sends almost every book to USA Today’s book review editor.  There are upwards of 700,000 books published every year. Granted, not all of them are new, but that’s still a lot of stacks to have in your office if you are an editor.
  1. Don’t automatically send your books to bloggers without asking.  Bloggers are often working from home and don’t have the bandwidth to accept that many packages from the postal service.  Email them first with a pitch about your book and offer to send a copy if they request one.
  1. Don’t send the wrong book to the wrong person.  If you have written a self-help book on how to buy jeans, the literary editor at The New Yorker isn’t going to be happy receiving an unsolicited copy.
  1. Do search for other books like yours on Google to see who has reviewed them, and where.  Your book could be perfect for these reviewers.  Go track them down on social media or elsewhere and pitch the book to them directly.
  1. Do know the content the outlet covers.  Visit the blogs and know what kinds of books they review.  Go to Barnes & Noble and check out print publications to make sure your title fits their bill.  While you are at it, check the masthead to see who the editor is for entertainment, culture, and/or books.  Make a note of this person as the right one to contact with a review copy.
  1. Do look for people other than book review editors who might be interested in your title.  If you have an historical novel based heavily in World War II, you might be able to send a copy to historical publications or people who are specifically interested in that era.  Research the internet to find the right places.
  1. Research, research, research, if I haven’t said it enough.  One of the biggest ways to manage how well your book will be reviewed, if it will be reviewed, and whether the review will influence readers is to find the best people and places to cover it.  Matching the interests of the publication or blog’s audience to your topic and a good review balances the scale in your book’s direction.

Keep these tips in mind when you are seeking book reviews to maximize your outreach to book bloggers and media outlets!

Publicity 101: 4 Things to Consider for Your Author Photo

Posted on by Claire McKinney

To have a decent author photo, you don’t need to look like a model or a movie star, but spending the time to get a decent picture will make a difference.  It is important to make the best possible first impression with the media, and your photo is one of the tools you have (in addition to an author bio and press release) to do that.

First, look at other authors’ photos on their books and websites.  See what “look” you like in an author photo.  Decide whether you want something inside against a plain or basic background or if you want to be outdoors, in natural light.  Do you have any current photos that could be good?  Who is going to take the picture?  Will you use a professional photographer or is your spouse handy with a camera or phone?

Here is a checklist that can help you prepare for your author photo:

Image/Wardrobe: You need to have a couple of different outfits on hand so you can compare after you have taken your photos.  Are you writing about secret agents and spies? A sharp suit is probably most appropriate for your author photo.  Are you a chef?  Aprons, hats, and other kitchen accessories would be useful for your wardrobe.  For women: do you wear makeup?  Either go to your local mall’s makeup counter to get a professional’s touch for the day of the photo shoot, or hire a makeup or salon technician for a couple of hours.  For men: you don’t need to worry as much about the makeup, but getting a fresh haircut or considering whether you want that Michael Moore’ish’ baseball hat as a prop is your homework for your shoot.

Scope of picture:  In the performing arts, agents and directors expect what they call “three-quarter shots,” which typically include your face, upper body, and maybe your legs.  You can decide what you want to do, and even if you do a full body picture, you can crop it to meet your needs.  Whatever you do, don’t let anyone twist you into a pretzel or convince you that you look better with your hand on your face.  Just look at the camera and try to be as relaxed as possible, unless there is a connection to your work that requires something unorthodox.  If you are writing a treatise on how to bungee jump and want to be seen hanging from a bridge, please by all means do it.

Location:  Whether you decide on indoors or outdoors, make sure the background of the shot is clean of debris or unnecessary items that will take the focus away from you.  That shiny, peacock print wallpaper might look great around the mantle, but will cause the viewer of the image to peer at your photo and desperately try to figure out what she is seeing.  Garbage cans, giant leaf bags or garden tools, a sink full of dishes, etc. are all “better” viewed off camera.

Photo specs: Your final photo needs to be at least 200 dpi and can be stored as a jpeg, tiff, or gif file on your computer.  A downloadable picture should live on your website under your “media kit” or “press” tab.  Your image should also be found on your book, bio, and any other marketing materials or social media accounts you use.

Do you have to spend a fortune on a professional photo shoot?  Not necessarily, but you should do the best you can to secure the finest image that you feel confident about using in your book and sending to media outlets.

Publishing 101: Creating Your Author Bio

Posted on by Claire McKinney

Author Bio Claire McKinneyPRWhen I was young and naïve, I thought the bios you read in theater programs and on the backs of books were written by someone who had a lot of nice things to say about the person. I didn’t know that individual people wrote their own author bio.

From that perspective, I started to categorize them by how much ego the subject had in order to write such glowing praise about himself!  I was amazed at how much people touted their own accomplishments.  I don’t know about you, but I find it difficult to write about myself. I feel much more comfortable singing the praises of other people.  However, in order to sell our books, we all need to try to channel that egomaniac and compose a good author bio.

There are two forms to consider when crafting your author bio. One is a brief, three-to-four sentence paragraph that can go on the back jacket of your book.  The other is a lengthier explanation that could be found on a separate page in your book under “About the Author,” or as a separate page in your press kit with your author photo.

To help you get started on your author bio, try answering some questions:

  • Where did you go to college and what degrees do you have?  If you attended an MFA program or writer’s retreat, where was it?
  • Where do you live? How many children/pets do you have?
  • What do you do during the day? (i.e. what’s your day job? Are you a full-time care giver, doctor, consultant, etc?)
  • Do you have any previously published articles or books?  What are they?
  • Are you a member of any organizations, or do you serve on the boards of any non-profits? What are they?
  • What are your special interests?
  • Have you been interviewed by, reviewed in, or wrote for any media outlets?  What were they?
  • What is your website address? What is your Twitter or Instagram handle, Facebook or LinkedIn page, or Snapchat name?

Now take a look at everything you have noted above ,and highlight all of the information you would want to read about someone with a book like yours.  What gives you credibility?  What makes you interesting as a writer?  People these days are accustomed to looking in private bedrooms on the internet, and they feel entitled to know about their authors.  This holds true even more if you have written a work of non-fiction.  Then your education and other items that relate to your credibility become super important.  Once you have pulled out all of the material that could go into your bio you are ready to write.

If you haven’t already looked at author bios in the books you have on your shelves, do so.  You can model yours after theirs to fit the style and length that you need.  The short bio should list your credentials and education, especially for non-fiction; your affiliations; and perhaps the state and/or city in which you live.  You are not required to print your address for all-the world to see, but telling people the region where you reside is a nice way to give readers some perspective on what your lifestyle might be.   You can mention your kids and pets as well, but it isn’t a requirement.  Again, these are just additional personal details that bring potential book buyers closer to you as a person/writer. On this page is an example of a short bio from Laurie B. Levine, a family therapist with a young adult novel.

For the longer bio you should write about three paragraphs that fit on approximately three-quarters of a page.  In this version you will have more freedom to talk a bit more about why you wrote the book and what your interests are.  Just take a look at the questions you answered earlier to find the material with which you have to work. Here is an example of a long bio from Merle Bombardieri, a psychotherapist with a self-help guide.

Any bio is an opportunity for an author to come out of the book to say hello to a reader.  Make it your own.  In the longer author bio, it is easier to be you. If you have a sense of humor, let it come through.  If you are more straight-laced and like to stick with the facts, then do that.  Most of all do not be afraid to talk about the good things you have done.

After you have written your long and short forms, have a friend, family member, neighbor take a look and provide some feedback.  I like to have several sets of eyeballs check out anything I write and I always accept feedback (even if I grit my teeth during the delivery of it). Get it done and check it off your list.

Book Publishing 101: 5 Ideas for Getting Your Book Sold on Shelves

Posted on by Claire McKinney

books sold

Getting your indie or self-published book sold in stores isn’t easy. Even if you have an account with a well-known distributor like Ingram or Baker & Taylor, these wholesalers aren’t going to proactively market your book to libraries and bookstores. They may add your book to a catalog or newsletter (for a fee), but you’ll have to do much, if not all, of the work yourself.

See our detailed blog post about the subject in “Book Publishing 101: Why Your Distribution is Disappointing.”

Here are a few ideas we recommend you try to get your book sold in stores:

  1. Ask friends to request the book. Ask your friends and family from anywhere and everywhere in the country to request or ask about the book in their local bookstore. Also have them try to take the book out at the local library, so that the library can become aware that it exists. This is a small thing, but it’s a great word of mouth tactic.
  2. Visit individual stores. Go to, or call, bookstores and libraries individually and “sell” your book to them. Ask for the manager or book buyer (or, for libraries, to speak to a librarian) and explain who you are and what your book is. Offer to send them some of the reviews, press materials, and a copy for them to check out.
  3. Offer books on consignment. Most booksellers will consider taking the book on consignment, and you may need to fill out an agreement. Make it as easy as possible for the store to say “yes”.
  4. Small press programs. For a chain like Barnes & Noble, check out their small press submission programs, located here on their website.
  5. Book clubs. If you know anyone in a book club, ask them to consider using your book for their club (which may meet in a local bookstore or may least be connected to one). To jump start your research, Where Writers Win has a database of book clubs in each state.

We have worked with many indie authors who have had success hand-selling their book to stores. A few of them have their books carried in regional Barnes & Nobles, or have their book sold by their local indie bookstore. It is a labor intensive process, but if you take it one step at a time you will see results.

Thanks to Sharon Noble, who asked about getting books into stores on the comment section of our Where Writers Win article!

Book Publishing 101: Why Your Distribution Is Disappointing

Posted on by Claire McKinney

distribution warehouseThis is for all of the authors or presses that wonder why their books aren’t appearing in stores; aren’t being sold in e-book form on bn.com but are on Amazon; aren’t available for order if a store wants to get copies; and any other question that might arise regarding the overall concern of “why isn’t my book selling?”   The answer is about distribution and sales: just because a book is distributed, doesn’t mean it is actually in a store.

My first job working with adult trade books was at Putnam Publishing, which at the time was the second ranked imprint under Random House in overall sales.  I was a publicist, not a part of the overall management at the publishing house, but I recall a lot of discussion about distribution and problems with it.  In fact the trade press had articles about Random House essentially falling down on the job, unable to get their warehouses to get books to stores in time to meet demand.  Lost sales, angry stores, lost profits–a disaster as far as the industry was concerned.  Today the process is the same in many ways, and vastly different in others.

There are more sales channels options today, than there were several years ago.  Books are sold at stores, online, in digital form, and print-on-demand (POD).  Indie authors may sell books through their own websites via an Amazon virtual warehouse process, while Amazon also sells the books on its site and sends them out through its own warehouse.  Barnes & Noble has distribution centers (DCs) of its own around the country, so the books go from the printer to the publisher’s warehouse to the DC to the individual stores, or directly from the printer to the Barnes & Noble DC…and so on.

Wholesale distributors like Ingram and Baker and Taylor also stock inventory, which is available to stores when needed. Publishers will ship from the printer to any stores directly when orders are placed prior to printing.  All of this falls under the “supply chain” heading, and it’s a topic that comes up routinely at marketing meetings.   Here’s the thing: none of the places where books are sold will have the book on hand unless someone sells it to them.  Traditional houses have a “sales force” and individual reps that handle Amazon and national chains like B&N and Books-A-Million, as well as people who specifically sell to Ingram, Baker and Taylor, Target, Walmart, Sam’s Club, BJ’s, you name it.

Here’s another thing: if you think your book will appear at Barnes & Noble because you have a “distribution” agreement with your publishing agent, house, factory, broker, etc, you are misinformed.  Distribution is about fulfilling an order and in fact it would probably be better if it was explained as such when you sign up to independently publish your book.  Without a dedicated sales team to sell the book “into” stores, it is up to you or your publisher to market to the trade and convince them to dedicate precious shelf space to your title.  Here are a few specifics based on different situations.

If you are publishing on your own, you are either working through a publishing agent like Create Space or you are setting up your own account with Ingram Spark.  Both of these entities include “distribution” in their offerings and they will ship books on demand or when an order is placed.  I believe it’s for a fee, but Ingram will list your book in its catalog with the thousands of others coming out at that time, but that is as far as it goes in terms of letting stores know your book exists.

Online distribution for Amazon/Create Space means that your book will be available on its international sites as well as ours in the U.S.  This feature is included under their Expanded Distribution offering, which is paid for.  For e-books, it does not mean that your book will be available on bn.com or Kobo.  That is something you have to have handled separately.  Ingram does not do any digital distribution and if you use a different self-publisher than Create Space, you will have to see what they offer to make sure you are getting what you want..

If you are being published by a small, independent press, the rules are very similar except that the press will set up the Ingram agreements, handle the paperwork, and take a cut of the profits of course.  Another thing to note is Ingram will not list any indie book until it is basically submitted for printing, which is about 3 weeks ahead of a “pub date”.  So if you do go to your local store to ask them to stock the book, they won’t be able to order it until that time.

If you are published by an independent publisher that has an agreement with one of the big houses to distribute the books or a deal with a company like IPG or NBN, there will be sales people representing your book in the field.  Just keep in mind that they have hundreds of other titles on their lists as well, so it is up to you, your marketing person, or publishing consultant to present the case that your work needs to get front and center attention–a whole ‘nother story I’ll deal with later.

As I write this I see how many arms and legs all of these processes have and how individual results will vary.  It’s a lot like publishing in general–very hard to figure out and difficult to predict.  I am not saying that a book won’t succeed because of all of the above.  As with everything I write here, this is information to keep in mind as you are going through the process, so you can make decisions and ask the right questions without feeling like you are in the dark.