Tag: PR Campaign

Finding the Best Way to Sell Your Book: Non-Fiction

Posted on by Claire McKinney
Academics, experts, spokespeople, business owners–many of them publish non-fiction books.  To look at these books as one giant group of promotable content packs is to ignore the fact that there is likely a “best way” to sell your book.  There is not a set of “book media” who generically cover anything that is made between paper covers.  And there is no giant pool of people who are awaiting the next “book”.  There is much more to the story.  How the book is structured and what it is about will determine how you sell it.  Some books are idea driven, others are more “how-to” focused.  Some are both.  Do you know which one applies to you?

Selling Ideas

Is it an idea book, a how-to or both?  It is one thing to pitch a mystery novel or a book on weight loss.  It is an entirely different approach if what you want to sell is a new concept or a new spin on something we all know.  Let’s break it down with one of the more difficult “idea” categories using some of my favorite tools from economics class.

Faux Title Study I: Selling The How-to Book

“Dominating the Widget Market for Investors”

Let’s say you are publicizing a book about investing in the widget market.  Your book describes the market, it’s history, sample strategies, tips, potential outcomes, etc.  It is a prescriptive book that can help people make money from widgets, and in general help them learn more about the stock market.

You would likely employ a strategy that included:

  • a “top ten strategies/tips” list
  • soliciting radio interviews
  • pitching long lead magazines and soft financial publications for the average investor,
  • trying to get on a morning TV show or other talk show that features self-improvement topics
  • outreach to digital networks about making money in the market

With this book you have a clear direction and advice you can impart.  You are also directing your message to digital and traditional communities that want to know how to improve their financial situations. Now let’s look at the other side of the coin.

Faux Title Study 2: Selling The Big Idea Book

“Dominating the Widget Market in a Changing World”

This book is similar to the first in that the author talks about the market and history of the widget industry.  He will also probably share some case studies of investors both successful and unsuccessful as a way of illustrating the changes.  Theories of the future of widgets and why things are or are not improving will be in the book.  The conclusion may be more gray than black/white and the author will present a picture of what things are going to look like.  He may also suggest ways we might adjust to allow for a more (or less) volatile environment.

What Makes These Books Different?

I’m sure you are getting where I am going with this.  Title 1 is a clearer “how-to” offering whereas Title 2 is based on a hypothesis and theory based on research and/or data.  There may be some takeaways that suggest what to do, but they will be implied rather than listed as “tips”.

Clearly these are simplistic examples, but I run into this all the time.  The thing is, we almost always want to try to promote the theory the same way we would promote the prescriptive, and it just doesn’t work.  First of all, authors who are writing about theory usually have a combination of academic and applied credentials.  They generally don’t want to give people “advice”.  The kind of interview where “tips” are the goal is often awkward for this kind of person.

The other author loves giving workshops and presentations about how to do things better. For her topic, how we got here isn’t as important as what we are going to do about it.

It is challenging to make these distinctions, but it is important.  If you do, you will be much more focused.  You will see your path to selling your ideas and achieving your goals.

When is the right time to hire a book publicist…

Posted on by Claire McKinney

I am a fan of the old saying “the early bird gets the worm.”  Corny, yes, but still very true and effective. It isn’t always possible to be out in front of the curve, but when you can plan accordingly it is a simple way to help ensure the success of your book’s publication.  When hiring a book publicist, it is best to secure an expert four to six months ahead of publication–if you are publishing with a traditional publisher. Allow me to break this down.

Your book is in the final editing stages, or it’s about to go to press for bound galleys or ARCs (advanced reading copies)–now is the optimal time to have a publicist ready to start in on your campaign. Why? First of all your publicist needs to read your book, and work with you on a plan and strategy that focuses on the general target audience for the book as well as niche markets. When the galleys come in, you want to be able to send them out right away to the media.

Most publications, especially magazines, require a lead time of four months in order to prepare a review. The review copy has to be received, accepted, sent out for review, the review needs to come in, and space has to be allocated in that publication for the piece. Book review sections in newspapers these days are small and you want to give the editors a chance to take a good look at your book for consideration. If it comes in too close to publication and you aren’t John Irving, you may end up tossed to the side, just because of timing. Bloggers too will get “booked up” and won’t be able to give your book attention for the month of publication if you don’t get them the book with a good solid three to four months lead time.

Ideally you want reviews or articles about you and your book to appear when your book is available in stores and online, especially when there are special marketing programs in place that put your title front and center for consumers to see and buy.

As far as television and radio are concerned, there is a bit more leeway, but keep in mind that a national television show is going to need time to consider your topic and whether or not to have you as a guest.  If you are not a recognized national “name” then it may take quite a while to get a break in a major broadcast venue, if ever, but you still want to have the time to give it a shot.

If you are hoping to set up events with booksellers, your will also need four months to book an event, and this chunk of time may be even longer if you are trying to get into a very competitive store during a busy month of book releases. Book festivals and conferences do their planning six months to a year in advance.

There is so much about marketing a book that is hard to quantify and qualify, but if you give yourself a head start, you will be able to get your book in front of the right people at the right time and if Plan A isn’t working, you will have enough time to shift strategy and still maximize the benefits of a publicity campaign.

Up next news and recommendations for self-published authors looking to hire a publicist…

 

Do You Know What a Book Publicist Does?

Posted on by Claire McKinney

do you know what a book publicist does claire mckinneyDo you know what a book publicist does?

At lunch with publicist friends, there’s one question that we always seem to come back to: does anyone in this business know what we actually do? Yes, yes, every author says they “want” a publicist, but how many authors, and those who work in publishing, actually understand what a publicist does and, more importantly, what can reasonably be expected from their publicity campaign?

People in this business still assume that the only good thing a publicist does is book appearances on Oprah or The Today Show or Good Morning America. Even though this circuit is outdated—Oprah’s show is off the air, GMA is closing in on the Today show’s ratings, and The Early Show just went through another reorganization—people in publishing still think these are the rounds a publicist makes. This needs to change.

I came into the publishing industry accidentally, and took to the role of publicist quite naturally; I’ve been doing it for 15 years. I’ve worked on campaigns for everything from children’s books to adult trade; cookbooks to philosophy; literary fiction to self-help—and I’ll tell you, as I’ve told everyone who has ever worked for me and with me, making a book is a long, difficult process. Nonetheless, when there’s blame about how the final product fares in the market, it often seems to fall on the publicist. Why?

Why would an author take his frustrations out on the person most directly linked to the consumers in the promotional process? Why are the notions of what a publicist does so cloudy? And why, in an era where lack of publicity is repeatedly cited as a major reason books fail, are so many publicists with years of experience struggling to keep their jobs?

Blame it on the digital revolution. Blame it on the homogenized media culture.Blame it on whomever, or whatever, you choose. One problem, aside from the difficulty of getting good publicity for a book, is dealing with misunderstandings about what a publicist can reasonably do.

Right now there are still two overarching umbrellas that classify book publicity campaigns. There are the “big” books that are positioned and sold to the “big” traditional media, and there are all the other books which, well, aren’t sold to the “big” traditional media. And when I say this, I’m not saying all of the other books don’t warrant the same attention as the big books, or that they won’t get a national break, or that they are lesser in any way. I’m saying that, still, there are basically two tracks we think about, and that’s a problem.

That not every book will be right for the “big” media spots is one problem, but it’s a reality. Too often, though, there seems to be anger about not getting those “big” spots instead of an open admission that there are lots of great press hits to be had on smaller outlets and in nontraditional ways.

There are hundreds of television, print, and radio venues, just like the old days. But now there is the Web and there’s social media. You can do viral campaigns. You can give away content in the form of actual books on blogs, or digitally in chapters on any and all Web sites.Can you, the publicist, work with online marketing to coordinate a campaign using some of these tools? Yes. Do you need to know even more people than ever before, collecting contacts like a paper clip magnet? Yes. Will you be able to do this for every book on your list? Probably not. But it would help if these “nontraditional” campaigns stopped being tagged as such. Book publicity is no longer about organizing a “big” or “small” campaign, and publicists know this, but the rest of the industry does not seem to have quite caught up.

So if you are a book publicist like me and one of your more irascible authors is quoted in New York magazine basically saying that publicists are worthless, close your eyes, count to 10, and remember that you have the power and the skill set to go out there and brave a new frontier of media. You will do things that haven’t been done before, and while you accept the well-deserved pat on the back that so rarely comes your way, you can take comfort in the fact that others are quietly saying, “How did she do that?”

(This article was originally published in Publishers Weekly titled “Do You Know What a Book Publicist Does?” and online here.)