Marketing and Promotions

[COS Productions]

Where have all the good publicists gone?
I have a friend who has begun a marketing and promotions businesses. I had never noticed before this years RT, just how many there are, and just how many more there needs to be.

Is there a shortage of publicists and I just never heard about it?

As a publicist myself, I know how much work goes into promoting an author and his/her book. So, I'm always surprised to hear when someone has taken on another ten clients.

I don't advertise myself as a publicist, even though I work for many NY Times best selling authors. I don't because I already know that I can't spend any more time than what I already spend. It just wouldn't be fair to any of my clients if I over-booked myself.

What are other publicists doing? I see a lot of publicists doing promotions such as newsletters, having bookmarks made, mailings, and sending out ARCs. I don't do that. I do other things such as viral marketing, booking TV appearances, contacting magazines to do features or take excerpts, etc.

Is it that authors needs an assistant and a publicists? That's what most of my clients do. That seems to work the best for them. But, what works for others? I'm just curious as to how other authors get their promotions done.

[Marta Stephens]

Beware; I feel a long-winded response coming. But I’ve heard too many authors complain about having to do the bulk of the marketing and promotion for their books not share to my comments.

A small British publisher released my debut crime mystery, Silenced Cry, on April 23, 2007. It took me two years to write the book. In that time, I talked about it to friends and colleagues. By the time I heard from my publisher that she had accepted the manuscript, I had a solid foundation of enthusiasts eager to buy the book and telling their friends about it. I know the sales ratings on Amazon fluctuate like crazy (I’ve quit watching them), but within the first week, Silenced Cry was among the top 28,000 books sold (out of millions).

I’ve spent the past five months promoting my book. Unsatisfied with the cover options I received from my publisher, I co-designed the cover to my liking with the help of a friend. My publisher was more than great about this. I created my book trailer and designed my website in mid March. In the twelve weeks since its launch on March 12, I have received just over 10,000 hits from 25 countries. I have been interviewed four times in the past month for publications in the US, Canada, and England. One of these interviews was through my almamater (get the freebies where you can), I have two book signings and an on-air radio interview in the works and plan to attend a mystery conference/book signing in late October. Silenced Cry has also been internationally reviewed (all reviews are posted on my website, www.martastephens-author.com).

The key to promotions (as I see it) is word of mouth and networking. I belong to numerous author forums. I don’t spend a huge amount of time in each place, but I do check in and post when something sparks my interest and want to contribute. These forums are the first places to go when I have news (reviews, website updates, press releases, etc.) not to mention the connections I’ve made through the people I’ve met. Other efforts include sending out over 200 postcards with my book cover, web information, price, ISBN, etc., to every living person I know. I carry them in my purse, pass them out to people I meet, and leave them around town. A former college professor of mine e-mailed me this week to let me know the woman who cuts his hair had my card taped to the mirror in her cubical. Guess what they talked about while he got his cut? Think of it as multi-marketing at its finest. Every person I contacted probably told at least 3-4 other people about my book. One friend sent e-mails promoting my book to 75 of his closest friends—I know this because he copied me on the e-mail.

BTW, be sure to include your website URL or blog on the signature line of your e-mails, forums, etc. Other efforts included flyers to mystery bookstores located throughout the country (most have e-mail) and press releases, following links to other sites who will promote/review the book. Most of the things I’ve done have been free or at a minimal cost. The pricier investments have been to purchase a web design software, server, printing and postage (cards and flyers) – still, the cost has been less than 400 tax deductible dollars. I know when funds are limited, this seems like a lot, but it is reasonable for the amount of exposure I’ve received.

Granted, I have a degree in public relations and a knack for this type of thing—I also enjoy the heck out of marketing. But my editor wants book two by December, which is still in its first draft, and now, knowing what I know, will consider getting some help next time around. Not because I can’t do it, but because marketing and promotions is a full-time job and I’d rather be writing. :)

Marta

[COS Productions]

Wow! You do a great job! Kudos to you!
Currently, COS is putting together something that would be somewhat like a publicist, but less expensive and not exactly "publicity-based service". If you're not looking to be on Oprah, but want as much exposure as online marketing can give you, this would be a great service for the money. As soon we we have everything ironed out on what all will be offered, I'll post something, but in essence this person would be a Strategic Online Marketing Author Advocate. Don't know that we'll stick wtih that title or not. lol But the person would do those time consuming things online for the author. They would be able to send out press releases, but our list isn't as extensive as one of those $10,000 quarterly PR Firms.

[Judy Seaberry]

I tried a publicist and we had/ have a contract and each time I speak with her she is telling me about he husband's cancer or her father's dementia. I could take her to court but other than a waste of my time what am I going to get? I may try again but it will be someone I know, or have gotten a GREAT reference from.

[COS Productions]

I hear this a lot actually. Part of the reason I never "sell" myself is because I don't want the stigma of it. I only work via word of mouth, which means my past or current clients like me enough to recommend me to people they like and feel would benefit.
I think you should always ask for references. I'd want to see a client list as well.

[Kim Baccellia]

Promoting and advertising your book takes alot of work, especially if it's published by a smaller press. What I've done is network to find out what others do. I've also taken PR classes from Louise Ahern, who's wonderful. She's helped me put together a press release kit and to brainstorm ideas on how to get the buzz out on my book. She teaches on-line PR classes through Author MBA and also through RWA.