To read this newsletter with a bit more pizzazz (not much, though!) at Authors Den go to:
http://www.AuthorsDen.com/adstorage/1713/SharingwithWriters_AllMarketingFall_2008.pdf

Sept 7, 2008

Your All Marketing Edition
Of Sharing with Writers
A newsletter that is also a community. Share your ideas. Learn from theirs!

From the Desks of
Carolyn Howard - Johnson
And Authors' Coalition Friends
Sharing with Writers is the official newsletter of Authors' Coalition,
www.authorscoalitionandredenginepress.com
an organization of writers who help writers.

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In the spirit of the advice I give in the Frugal Editor - - that is to use an extra pair of eyes whenever possible - - this newsletter is voluntarily copyedited by Authors' Coalition member, Mindy Phillips Lawrence ~ mplcreative1@aol.com ~ www.freewebs.com/mplcreative . I also tell writers to be patient with other writers when they make editing boo - boos. We're all human, this letter comes out weekly and it's long!


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Contents

Regular Features
*Notes from Carolyn (Editorial)
*Tips Galore! (They're scattered, you'll just have to find them!)
*Carolyn's Appearances and Teaching
*Wordstuff ™

Special to this Issue
*In the News (Learn from others' marketing!)
*Letting Customers Buy Your Books the Way They Want To
*Finding New Ways to Market Your Book
*E - Marketing
*Market Using Anniversaries
*Marketing Trends

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Note from Carolyn

Dear Subscribers and Authors' Coalition Members:

Publicity, advertising and promotion are subdivisions of marketing—at least academically speaking—and branding is what we should be doing with all of them.

Having said that, marketing tends to be a little more. . .mmm, formal. As an example, when we try to analyze how effective our efforts are, that is more like marketing than either promotion or publicity. Big (and little) corporations market. They do studies before they launch an expensive campaign. Marketing deals more with actual sales. Promotion, publicity and advertising are means to that end.

As you can probably tell by now, there is a lot of crossover. When I was studying Public Relations at USC, the program certainly included tons of information on marketing, quite a bit on advertising and not much at all on promotion. Nevertheless, they interlock like a spider web. Each is a separate section with marketing not only serving as the shape of the whole but also as one of the segments along with the other three. Now, that may not be at all academic but it's the way I see it.

I think a marketing newsletter is important because the publishing world is full of big and small corporations that market. Their authors think more in terms of promotion. But we should be learning from what the big guys are doing, from the more formal of the disciplines, if you will.

I personally think more in terms of publicity than the others because by its very definition it is f r ^^ and because it is f r ^ ^, it has more credibility. That's because it is vetted by an editor rather than paid for. Readers know that or at least sense it. For authors, I am least fond of advertising because everyone knows it is paid for so it isn't as credible, it doesn't sell as many books for that reason, and it is darn expensive.

If you don't do a professional job of advertising (meaning your design, motto, placement, target audience and frequency aren’t right on the bulls eye) you've wasted your money. That's why when I offer advertising on my website it includes several placements throughout, is very inexpensive and stays up a whole year. I don't advise anyone to use the ads on my website (even at such a bargain!) unless it is part of a complete and frequent publicity and promotion campaign.

It comes down to this. This edition includes news from the marketing world (anything from retail to technology) that helps authenticate the direction you may be taking with your marketing campaign. You can borrow anything that others are doing and make it work for you.

Happy promoting! And yes, writing and editing, too!

Carolyn Howard - Johnson


PS: What I try to do in the All Marketing editions of Sharing with Writers is interpret the marketing news in a way that applies specifically to book marketing. You can benefit two ways: By getting news you may not have heard before and by seeing how it applies to you.


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Please pass this letter on to others. Unlike many, I do not mind if you use only portions of it as long as you credit the writers and include this subscribe information. "To subscribe to 'Sharing with Writers' send an e - mail to HoJoNews@aol.com with 'Subscribe' in the subject line."
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In the News

L.A. Times says "Web. . .could eventually upend the way TV programs have been distributed for decades. The goal is to one day replace every set - top device - - cable boxes, TiVos, media center computers, stereos and game consoles - - so all you need is a TV set that does it all, via the Internet." In other words, the Internet is where it's at for the future. That's why authors need to have videos available - - the sooner the better. Get in on the ground floor and all that.
Resource: "Connecting the Net with your TV set" by Alex Pham and Dawn C. Chmielewski, LA Times, Business Section

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Simon & Schuster will make 5,000 additional titles available for Kindle this year. That's because there is a market (forget how big or little the market - - we know it's growing!) for e - books. And some of your readers may prefer reading their books on their computer screen, on a Sony Reader or on Kindle. Or they may just prefer reading some of their books that way. If yours isn't available, they may search out one of your competitors to buy instead of yours. In fact, they probably will. What have you done to make them so loyal they'll deny their own needs in favor of yours?

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Publishers Weekly (PW) has expanded its coverage of news and reviews to include a wider range of publishers. Perhaps its time for your publisher to renew efforts to get more attention for their catalog of books from them.


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Amazon continues on its unpopular path of forcing small publishers to use their own BookSurge rather than others for print on demand publishing. Jeff Bezos says the decision was made to improve the customer experience and speed up shipping. He is also quoted as saying, "When you pioneer something . . . you have to be willing to be misunderstood." It may appear that this corporate giant is not following the advice I gave in the first two segments of this section, but think. HIS customer is your customer. YOU are not. He is trying to stay ahead of the competition and that means giving the book buying public exactly what it wants - - good price, speed of shipping, availability of different formats and on and on. I don't like his new policy either but I'm not (as my mother says) cutting off my nose to spite my face!

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Doubleday now has a revamped Website but they're using WordPress to do it. WordPress is more flexible than blogging sites like Blogger. So many of the blogs there are really more like Websites. Thus, the two entities are blurring and that may be the future of online marketing. If you are tech - savvy, you may want to follow suit, especially if you don't already have a blog (you'd lose lots of traffic by switching!). If you're not, you may want to stick with Google's Blogger.Com. It's pretty user friendly and does just fine for an author who already has a Website and may do just fine for a beginning author who only needs a Web presence as a startup. By the way, Jeff Yamaguchi, the guru behind Doubleday's new online marketing effort makes the point that "[blogsites]cost no money." See Doubleday.com which simulates the look and feel of a blog at www.Doubleday.com.

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PMA has changed its name. It was Publishers Marketing Association. It is now Independent Book Publishers Associations (IBPA), which they feel better reflects their overall mandate. If you attend Book Expo America (BEA), this organization may be worth joining for their annual Publishing University held at that venue. If you don't, it really does appear to benefit small publishers and authors who are truly self - publishing their books (that means, they have their own ISBN, hire their own editors, formatters, designers, etc.) They are also important to authors who may want to enter their Ben Franklin Awards. Having said that, my observation has been that books published on an offset press rather than digitally are by far and away the bulk of their winners.

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Mike Schatzkin, President of the Idea Logical Company spoke at the Independent Book Publishers Association (IBPA) Graduate School (for publishers doing $million or more) on "Where the Web is Taking Us: The Inevitable Future and Book the Book Publisher's Role." You can find the transcript at www.IdeaLog.com/speeches .
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Jolie and Pitt's Family Video shows signs of expert PR advise according to Howard Bragman, Hollywood publicist. He says that the "biggest word in marketing is authenticity." So this video is shot in a room that doesn't reek of style or money. USA Today reports that "the kids are mostly in play clothes, and chipped nail polish and what appears to be partially rubbed - off - fake tattoos are visible." In other words, no posing. No bragging. Does that mean they aren't making a statement? Not by a long shot. The message is that they allow their children to be themselves and that they are just people. What a nice change for a message coming out of the make - believe movie kingdom. So what's the lesson for authors? It's that authentic thing. Brand, but brand who you are, not who you'd like to be. People can tell the difference.


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New members will help Authors' Coalition serve all its members better! Ask your writing friends to join at www.authorscoalitionandredenginepress.com/. Paid members get a favorite review posted, consideration for an interview or review in Yarnspinners and Wordweavers, ditto for The Fiction Flyer and Betty Dobson's Inkspotter. Membership is reasonable, too.
Tell friends to visit the Authors' Coalition blog. There they'll learn how to spark generally insipid book fairs by using value - added promotions. www.authorscoalition.blogspot.com.
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Let Readers Buy Your Book the Way They Want To

Book Business magazine (www.bookbusinessmag.com) reports that Jeff Bezos shared some of the marketing info that Amazon collects with its amazing algorithms. That is, on average, after customers who purchased a Kindle (the new Amazon reader) they bought the same number of print books as they did before but their total book purchases increased by 2.6. That affirms what I have been saying about letting customers buy the product they want the way they want to buy it. In other words, in the long run, we never, never lose by putting a customer's needs ahead of our own preferences. And we never, never assume that what WE want is what our customers want. And we always keep in mind that books (e - book or p - books) are, in fact, products.


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My blog, War, Peace, Tolerance and Our Soldiers is where I get to nag and rag to try to make things better for our troops and maybe for the world. I'd love to have you leave a comment. www.warpeacetolerance.blogspot.com
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Finding New Ways to Market Your Book
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What would happen if you gave yourself a way to market your novel (be it literary, sci - fi, romance or whatever!) that had nothing to do with the story or, really with you? Sounds impossible, huh.

Well its not. When The Frugal Book Promoter first came out, e - books were new. New is news. That gave me something to pitch when editors in the media who didn't figure one new book (out of hundreds of thousands printed per year!) was news.

Now comes a new technology that is more eco - friendly than just using recycled paper and that could be news as big as e - books were a few years ago. Book Business magazine (bookbusinessmag.com) reports that Maple - Vail Book Manufacturing Group partners with Amerikal Products Corp to use ThinkTech printing. It requires no gas - fired ovens, chill drums, chill water compressors, electric pumps, silicone applicators or electrically powered blowers. It eliminates petrochemical - based raw materials. It uses 90 percent renewable resources grown on American farms. It uses inks with a high content of bio - based raw materials and it uses paper with a high percentage of recycled material content.
That may be more than you want to know about printing, but I can see even chemical and environment journals being interested in your book if its print run was on such a press. Daily newspapers like USA Today might get ecstatic over a story like this and it is sure to land in a section where information on other books does not live - - thus less marketing competition for yours!
This is an example of how we as authors need to think beyond the release of our books for great marketing ideas. In this case, we even need to think before we print.
So, what if you are being published by a traditional publisher? Well, nudge them toward this technology. It will be good for the environment and it will be good for your marketing efforts. And, if they are thinking ahead, they'll see it will be good for their own marketing campaign. Publishers Weekly will love it.
CHJ


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So you got As in English. You know grammar and spelling. That's great but an editor of you it doth not make. An editor knows formatting, front and back matter, indexing, structure, the elements of fiction and on and on. But mostly she'll see your manuscript in a fresh, new light. Learn how to hire a great editor and learn to be a better partner for any author - - awful to superb - - in The Frugal Editor.
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E - Marketing

Oak Knoll Press Knows Value of E - Marketing
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Book Business magazine reports that a forward - looking publisher, Oak Knoll Press, targets their marketing in low cost ways. Yes, that would be e - marketing. They sell via the web that allows them to collect names and build lists. Then they use e - newsletters to keep in touch with those people. Then they get really pro - active and partner with other entities on the Web to give them better exposure.

McFarland, too, is looking to the Web for better marketing. They said "E - reference is used six times more frequently than [traditional means]." So they use Google Book Search to drive readers to their references. They also published more e - books this year because they felt they offered opportunity.

They are also offering complete chapters online. Even before the book is finished! They call it "journalizing book content."

These are all ideas that can be adapted by any publisher or author. And online marketing efforts fit so well with my frugal mantra. Online endeavors almost always cost far less out - of - pocket than any other approach to getting your book seen and known.
CHJ



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Subscribers who have websites or newsletters of their own may be interested in the Free Articles 4 Readers and Writers on my site, www.howtodoitfrugally.com. I try to add new articles to it frequently. If you don't see what you need for your blog or newsletter, just ask. HoJoNews@aol.com.
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Using Anniversaries: I'm worse than my husband when it comes to anniversaries. Forgetting anniversaries (or not tracking them at all) is a big no - no when it comes to marketing. Anniversaries are marketing opportunities. Sometimes it's hard to know when to start tracking something for you have no idea it will have longevity. But try. Keep records of your firsts and their dates. For anniversaries are occasions for parties, media releases, congratulating others who have helped you, getting in touch with people you knew way back then. Do as I say, not as I do. Do I hear anyone volunteer for my record - keeping in addition to their own?


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Fun and F r * *: If you purchased the Frugal Book Promoter or the Frugal Editor, I'd love for you to review it on Amazon or BN.com. Make it simple; just tell what part of it you found most valuable. If you do, send me the review link (URL) and I will send you a handout from one of my UCLA classes. As a thank you, of course. HoJoNews@aol.com
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Marketing Trends
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The Christian Science Monitor notes that bookstore readings and signings are becoming passé. Even the big NY publishing houses aren’t utilizing these traditional marketing tools. Instead they're bypassing them in favor of blog tours, book and author videos, book trailers, podcasts. As Rey Ybarra, http://bestsellingauthortv.blogspot.com/2007/11/rey - ybarra - host - and - producer - of - best.html , says, the new media is the place authors can reach more people on a smaller budget than any other media - - maybe all the others put together, depending on the success of the marketing campaign.


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Don't suffer with book proposals. You can be a pro with and investment of only 20 minutes and 49 cents with my Great First Impression Book Proposal Short.
http://www.amazon.com/Great - First - Impression - Book - Proposal/dp/B000YG6O5U
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Frugal Advertising

A general marketing rule is that a product must be seen seven times before it is purchased. That is just as true for books (because they are products, like it or not!). Let people see that book cover image! I generally do not think that advertising gives you the best bang for your dollar. To rectify that, you are invited to advertise as a site sponsor at www.howtodoitfrugally.com for only $25 to $30 a year. Yep, the frugal way! Click on the Advertising tab at the top of the page or contact me personally at hojonews@aol.com. For this all - marketing edition of Sharing with Writers, you'll get a free ad on the Authors' Coalition site for a month with your purchase. (www.authorscoalitionandredenginepress.com).



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Authors' Coalition: No Hum - Drum Book Fair Promotion Allowed is a blog where you can watch how Authors' Coalition members make book fairs successful with cross - promotion, value - added promotions and a good assessment process. Find it at www.authorscoalition.blogspot.com. It's time to sign up for 2009's LA Times/UCLA Festival of Books with Christine Alexanians, tinooshik@yahoo.com
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Tip: How can you find out how your marketing campaign is working? Even better, how can you find out which portion of your marketing campaign is working? You ask when people sign up for your newsletter or for something free on your site. You ask with a tweet on Twitter.com. You ask with a LinkedIn poll. You ask when you facilitate a workshop or speak to a group. While you're at it, ask "What is the single most important thing you'd like to get from this seminar (or workshop or panel or . . .)".

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Tip: In an article on viral marketing, Michael says, "Having something go viral is the dream of every entrepreneur. Going viral, as related to working on the Internet, relates to having a product, promotion, or some other activity be perceived as something so incredibly special that it gets passed around, usually via email, from one person to another to tens of thousands or millions of people . . . . But, the interesting thing about what I learned is that you cannot plan for something to go viral — it just does." Of course, you can try! If you want to know more about Michael's take on viral marketing go to: http://www.dreamjobsdialog.com/2008/08/is - viral - marketing - like - finding - your - dream - job/

PS: The success of Michael's project (in my opinion) is due to the magic word
f r ^^ and its appeal to a niche market.


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Reciprocal Links: Many subscribers are in a position to cross promote. Let me know if you would like to trade some recommendation or promotion for any of my books - - from the HowToDoItFrugally series to my chapbook of poetry - - for a place on my Resources for Writers or Resources for Readers pages on www.HowToDoItFrugally.com.
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Tip: Marketing is a combination of selling, branding, publicity, and promotion. See that word "selling." You can sell books directly to libraries but you need to know how to do it. Libraries are a special breed and they are picky about what they buy. They like books to have a CIP number and they like nonfiction books (other than memoirs) to have an index. If you think your book is a fit, find places to get reviews or run ads online by Googling "School Librarians Online," "Academia," "Feliciter" (a site for Canadian librarians), "Blackwell Science," "Law Library Journal" and "Your Adult Library Services." (Thank you to Fran Silverman for these great keyword suggestions.) You'll also find a directory at www.libdex.com/journals.html. To find a list of libraries for direct marketing is to buy one because surfing for them is extremely time - consuming. Try http://www.librarymarketinglist.com. If you have a savvy publisher with a budget, he may have already purchased the list and maybe even using it. Ask if you can borrow it.


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The New Book Review is a service of this newsletter and Authors' Coalition. It allows authors to get more exposure from their favorite review and reviewers a chance to have more readers see their reviews - - with links, of course. Please check the guidelines on the blog site at www.TheNewBookReview.blogspot.com.
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Carolyn's Appearances and Teaching


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Carolyn Howard - Johnson will be the featured interview October 10, 2008 on Novel Journey, recently named one of Writer's Digest's top websites for writers. The site is known for its author interviews, commentary on the writing life and book giveaways, and appears on My Space News. Novel Journey has become a must - visit blog that is frequented by publicists, editors, publishers and multi - published authors. The Novel Journey contributors have crafted questions designed to guarantee that each post will offer something valuable to our growing readership. http://www.noveljourney.blogspot.com/

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The f r e ^ Muse Online Writers' Conference, sponsored by Lea Schizas and Carolyn Howard - Johnson, is accepting registrations. Nearly 2,000 attended last year and openings are limited. Learn more about this year's conference, October 13 to 19th. I will present a seminar on "Query Letters! Editing them perfectly for a great first impression." Go to: For more information click here:
http://www.themuseonlinewritersconference.com

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Carolyn Howard - Johnson will speak to the California Writers Club of San Fernando Valley at 1 pm on December 13, 2008. It's at the Encino Community Center, 4939 Balboa Blvd (just north of Ventura Blvd.), Encino, CA 91316. Learn more about the year's programs www.calwriterssfv.com and sign up to join. It's a dynamic group. E - mail is cwcsfv@gmail.com.
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Carolyn Howard - Johnson will be signing a new chapbook of poetry as well as her other books, including the HowToDoItFrugally series of books at the world renowned LA Times/UCLA Festival of Books the last weekend in April, 2009, on the UCLA Campus. To learn more about a signing position for yourself contact Christine Alexanians at chalexwrite@yahoo.com.
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New! Carolyn Howard - Johnson will appear on the Career Czar,
www.alltalkradio.net\careerczar, on January 30, 2009. It is a unique Internet talk radio program focused on all aspects of the world of careers. We'll be chatting about something dear to the hearts of baby - boomers - - reinventing yourself at retirement, with writing of course. The first segment will be about careers in freelance and journalism. The second segment will be a career in fiction (novels and short stories). The third segment will be about poetry. The fourth and final segment will be about nonfiction - - specifically my nonfiction - - on how it's helped my career and that of others and how something similar can work for yours. Check out host Paul Bruno's website and enhance your career by getting connected with The Career Czar.”



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Sign up to receive a copy of my Sharing with Writers blog in your e - mail box. It is a focused blog on all things related to writing and publishing. Go to www.sharingwithwriters.blogspot.com. Sign up in the left hand column. Find related resources by scrolling to the bottom of the blog.
It’s hotter than September in Southern California! ( - :
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Wordstuff ™

Something to Make Writers Smile

(Definitions in the next few newsletters are from www.butlerwebs.com/jokes/definitions.htm.You might have some favorite neologisms, metaphors or similes that make you smile. If so, please contribute.)

"CONTROL (kon' - trol): A short, ugly inmate."


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Essential Book and Record Keeping:

This letter is an entity of Authors' Coalition http://authorscoalitionandredenginepress.com

Edited and distributed by Carolyn Howard - Johnson,
http://carolynhoward - johnson.com

This is a place to share with others and learn from others.

Although I do attempt to verify information used within this newsletter's pages, Sharing with Writers does not guarantee entities or information. Subscribers should research resources.

To submit information articles, tips or other information, e - mail Carolyn at HoJoNews@aol.com. Please put "Submission: Sharing with Writers" in the subject line.

If you do not care to receive this newsletter, send an e - mail to HoJoNews@aol.com with "Unsubscribe” in the subject line, but please, please don't tell me you've given up writing or promoting!

To subscribe to Sharing with Writers send an e - mail with "Subscribe" in the subject line to: HoJoNews@aol.com.

Please pass this newsletter on to friends or e - groups. It needn't be pasted in its complete form, but please credit this newsletter, Authors' Coalition and the individual contributors with anything you snip and paste.

Ordering Information:
Order the Frugal Book Promoter: How to Do What Your Publisher Won't at stores like UCLA, Dayton University and San Diego State University's bookstores or at Amazon where it is discounted:
www.amazon.com/gp/product/193299310X/qid=1149015406/sr=2 - 1/ Order it as an e - book at http://starpublishllc.com/id43.html

The second in the How To Do It Frugally series of books, The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success, is available at
www.amazon.com/gp/product/0978515870

The Great First Impression Book Proposal: Everything You Need To Know About Selling Your Book in 20 Minutes or Less, is available on Amazon as a Short for 49 cents.
http://www.amazon.com/Great - First - Impression - Book - Proposal/dp/B000YG6O5U/

This Is the Place,
Harkening: A Collection of Stories Remembered, Tracings,
www.howtodoitfrugally.com.

Tracings, a chapbook of poetry, published by Finishing Line Press may be ordered at
www.amazon.com/gp/product/1599240173/qid=1139084827/sr=1 - 1/

Contact Information
Websites: http://carolynhoward - Johnson.com (literary)
http://HowToDoItFrugally.com (all things about writing)
Authors' Coalition: http://www.AuthorsCoalitionandRedEnginepress.com
For the Frugal Editor, Amazon - direct: www.amazon.com/gp/product/0978515870

Blogs:
http://AuthorsCoalition.blogspot.com, a blog focused on book fairs

http://www.SharingwithWriters.blogspot.com, a blog on all things publishing

http://www.TheNewBookReview.blogspot.com, a blog focused on YOUR reviews

http://www.TheFrugalEditor.blogspot.com, a blog focused on editing, formatting and craft

http://www.warpeacetolerance.blogspot.com War. Peace. Tolerance. And Our Soldiers.

And now! Squidooing at
http://www.squidoo.com/HowToDoItFrugallyforAuthors
and http://www.squidoo.com/carolynhoward - johnson