Archive for the ‘marketing’ Category

Vote for Your Favorite Cover for Rick Warren’s New Book

Thursday, September 17th, 2009
Vote on Rick Warren's next book cover.

Vote on Rick Warren's next book cover.

Rick Warren, author of The Purpose Driven Life,  which has sold 30 million copies, has done something unusual for the cover of his next book, The Hope You Need (From the Lord’s Prayer). He is holding a design competition at 99designs.com where hundreds of designers are competing for $5000 and the chance to have their artwork seen by millions of people.

Trust me, this will be a huge coup for whomever wins.

It’s also an educational opportunity for authors. How often do you see a ton of designs for one project?

For me, from just the first page, there was one cover that stood out from the rest. (It may not be on the first page by the time you look.) This cover was a clear winner.

But one person’s opinion is a very small sample size.

So here’s what I’d like: I don’t think you can actually vote at 99designs.com.

Instead, vote on this blog– and I will announce the winner both here and to my email list.

Go to http://budurl.com/l87r and look at the cover designs.

Then make a comment on my blog as to your favorite design– ideally both the number and a little about the design itself and why you like it best.

I’m looking forward to hearing from you.

Oh, and one last thing: I read about this on Yahoo Finance. I’m writing about it, as I’m sure others are. This was a masterful stroke on Warren’s part to get early publicity for his book. If you are clever, virtually everything about your book can help you get the word out.

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7 TV Shows Authors are Guaranteed to Get On

Thursday, September 17th, 2009

What do Elvira, The Food Network’s Bobby Flay, and comedian Tom Green all have in common?

They all started out on public access television.

PBS affiliate KTCA even picked up a program called Mental Engineering that started at SPNN, the public access channel of Saint Paul, Minnesota.

With more than 700 stations throughout the world, public access television is the easiest way for any author to get on the air virtually anywhere. (For a list of U.S. stations, go here:  http://mappingaccess.org/)

And if you create just one video, it will get multiple plays.

My local community television station, CTV of Santa Cruz, (www.CommunityTV.org),will air a half hour or one hour show a minimum of ten times in the first month. If you create something short, they will air it even more often.

And they have three different channels: one for government related programs, one for educational material, and one for general material. So any work that can deemed educational in nature, which would include anything in the self-help or how-to categories, and probably even children’s books, will air on two stations.

The kicker is, they have to air anything of a non-commercial nature that any resident of Santa Cruz County brings to them. All you have to do is fill out a form and make sure your video meets their technical requirements.

And here’s the secret sauce: I can bring them ANY video—by anyone. So you could live in Zimbabwe, send me a video, and if I bring it to CTV, they will air it.

And if you bring my video to your station, at least in the U.S, they will put my show on your channel. So if you can get enough friends, relatives, clients and/or subscribers to bring your video to a community television station, you could literally create a national show.

You could easily create seven shows—or get one show to air in seven cities.

Gerard Butler could have easily gotten a literary agent when he went from public access TV to a regular broadcast show in The Ugly Truth.

Gerard Butler could have easily gotten a literary agent when he went from public access TV to a regular broadcast show in The Ugly Truth.

There’s another reason this is important. Video is already the future of the internet. According to Business Week, as far back as last November there were more video views than searches: 12.7 billion viewings as opposed to 12.3 billion searches.

So you should be making videos anyway. Why not use the same videos to air on your local TV station?

Plus, your chance of getting a video on the front page of Google is 45 times greater than the odds of getting your text page on the first page of a search.

For this strategy to be fully effective, you need to have a reason for people to come to your Web site after they see your show. You could give away a special report, or fr/ee chapters of your book—or if you are a children’s book author, you could give away some coloring book pages with images from your book.

(By the way, this is a killer strategy for children’s book authors. Do a show reading your book, and get it to air everywhere. Or team up with two other children’s book authors for a show, and use everybody’s connections to get the show on the air in as many locations as you possibly can!)

Once you know a show will air, call up the bookstores in the area and make sure they carry your book.

You could even promote a bookstore appearance this way—then tape your appearance at the bookstore and put that on television. Some of these shows air for years—which could mean continuous sales for your book anywhere your show is on.

And if you dream of getting your own TV show, community access could be a good beginning. If you make the leap to a major cable or broadcast show, you wouldn’t be the first.

As a publicist once said to me, “Things lead to things.”

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A Surprising Way to Create a Fanbase

Thursday, September 10th, 2009

I just created a new feature for my e-zine:
Author Freebie of the Week.

I’m finding some great ebooks, podcasts, teleseminars and videos that people are giving away. These items are extremely useful for authors, so I’m enjoying passing them on.

There’s always somebody who is suspicious– in one email
I was asked, “You have got to be kidding nothing is free,
what is the bottom line?”

The truth is, because you’re competing with a simple
Google search, if you want to sell anything, you have
to give a decent amount of content for free. Otherwise,
it’s too hard to land a customer.

A lot of the time the free stuff that’s available on the net is behind a “squeeze page”
where a prospective customer is required to give up their
name and email address in order to get the material
they were promised.

But Ryan Deiss has created a new model where
he gives away the first part, which in his case is a
video, without asking for anything. Then, once you like
part one and you want parts 2,3,4, and 5, you’ll
need to *pay* by giving him your contact information,
which  allows him to pitch you
his products.

You can see an example of how he does this on his Million Dollar Napkin page.

Get a Literary Agent by building a fan base by giving away free information.

Get a literary agent by building a fanbase. Start by giving away free information.

Chris Anderson, whose last book, “The Long Tail”
created a phrase that became a standard part of
current business vernacular, has a new book out
called Free: The Future of a Radical Price. In it
he describes how several offline businesses are profiting
from giveaways. Think cell phones– they are being sold
or given away for free in order to get your subscription.
Publishers Weekly mentions  a surprising example in their review of Anderson’s book:

” . . . In China, piracy accounts for about 95% of music consumption—to the delight of
artists and labels, who profit off free publicity through concerts and merchandising.”

Anderson gave away more than 210,000 copies of his book over a 5 week period. You can still get the first fourteen pages.

And Amazon.com has a twenty minute podcast of Anderson.

Of course, in the book business, there are dozens of stories
about people giving away books for free in order
to develop a following. Seth Godin is the most famous
example in the US. He allowed several hundred thousand
people to download his book, Unleashing the Ideavirus
for free, and then offered the book in hardback for $30.
He sold 40,000 copies–and grossed a neat $1.2 million
dollars. (It may have been 30,000 copies at $40 apiece,
I never remember. But the total value was the same.)

Paulo Coelho, a much richer author, was disturbed that
his books weren’t selling in Russia. He used the same
model–and a million copies were downloaded. He ultimately
wound up selling more than 10 million books in Russia–
and we’re talking novels, not non-fiction.

So if you want to build a fanbase, in today’s market, you have to give things away for free. Everybody’s doing it. Why? Because it works.

And if you want access to my Author Freebie of the Week, plus  a list of top literary agents seeking authors, fill out the form to the right.

Hey, I practice what I preach.

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Sweet and Sour Literary Agents (and Rumi)

Friday, August 28th, 2009

This is a tale of two pairs of literary agents. Each pair includes a sweet one and a sour one.

Sounds like a fairy tale? It kind of is– with both a happy ending and a moral.

The first tale involves  literary agent Carol Susan Roth. I hate to call her the sour one, since we had a very pleasant lunch a while back. But for fairy tale purposes, she was.

Literary Agent Carol Susan Roth sold "The Infertility Cure" at auction

Literary Agent Carol Susan Roth sold "The Infertility Cure" at auction

Randine Lewis, author of The Infertility Cure, had two agents who were interested in her work. The first was ready to send out her book proposal as it was, right away. The second was Carol, who said that Lewis’s book proposal wasn’t ready for prime time yet. Lewis went with the first agent, who sent it out to three publishers, resulting in three rejections.

So Lewis went back to Roth: “ . . .She introduced me to a wonderful ghostwriter who totally revamped my proposal. Carol sent it out and after an auction with six of the major publishers, it was sold to Little, Brown & Co. for a very big advance!”

Pair number two involves a novel.  It has basically the same setup. The “sour” literary agent was interested in  the work based on the author’s query letter. But after she read the manuscript, she said to the author that their work had merit, but  just wasn’t ready yet. This literary agent suggested that the author  improve it, and that she would be happy to provide commentary on subsequent drafts until it was a salable book.

But there was a sweet literary agent who was willing to take the work on as is, right away. The sweet agent submitted the novel to dozens editors at a wide variety of publishing houses—and they all turned the manuscript down. They rejected this novel for the same reason that sour literary agent had declined to take it on in the first place.

So the author decided to go back to the sour literary agent—who agreed to work with her to improve the manuscript—even though it’s next to impossible to get an editor to re-consider a manuscript he’s already rejected.

The sour agent twisted some arms and sold the book. But that’s an unusual outcome. Rejected books are almost never resurrected. And because an agent sent this manuscript out before it was ready, it almost didn’t get published.

So both these tales had happy endings. The moral of the story reminds me of some lines from one of my favoirte Rumi poems, Borrow the Beloved’s Eyes. The translation, as you  might expect, is from Coleman Barks:

“Worry about the others, who give you

delicious comforts that keep you from prayer.

Friends are enemies sometimes,

and enemies Friends.”

So when you have a choice between a sweet literary agent who wants to represent you right away, and a sour one who wants  you to wait and improve your work, it’s usually wiser to choose the sour literary agent.

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What Literary Agents Want to See If You’re Not Famous, Part IV

Thursday, August 27th, 2009

Literary agents always have a story of a book they recently sold where the author wasn’t famous– but had a story that was so interesting and well-written that they had to represent it.  Typically, it’s because the person who writes the material has an experience that takes you into a whole new world. Representing these books is clearly a labor of love for an agent, because they are captivated by the story and the way it’s told. And when literary agents love a book, they can usually find an editor who will feel the same way.

Literary Agent Andy Ross

Literary Agent Andy Ross

It really helps if you’re writing about something unusual. Andy Ross (www.AndyRossAgency.com) says that publishers are pretty tired of personal memoirs about everyday life and dysfunctional families. He says they call them “me-moirs.”

But when he was pitched a book proposal by a young man who a month after his twenty-first birthday, moved to Ujae (population: 450), a remote atoll in the Marshall Islands located 2000 miles from the closest continent to teach English, Andy knew he had something worth pitching. It helped that the author,Peter Rudiak-Gould,  is laugh-out-loud hilarious pages. It also helped that, unfortunately, Ujae may be one of global warming’s first casualties, so there was a current events factor.

But most important of all, the story is  engaging and extremely well-written. Every one of the testimonials on Amazon from eight other published authors mentions that it’s funny or moving.

The result? Surviving Paradise: One Year on a Disappearing Island will be coming out on Union Square Press at the beginning of November.

Another twentysomething, Jesse Saperstein, approached Deborah Levine Herman, of the Jeff Herman Literary

Literary Agent Deborah Herman

Literary Agent Deborah Herman

Agency after he was turned down by lots of other agents. Deborah says she loved the project. ” . . . He has Asperger Syndrome [a form of autism]and he walked the Appalachian Trail to raise money for Juvenile AIDS and he also has written a book that was his, it came from his inner voice and it was just a very unique voice.”

She didn’t accept Saperstein right away:  “I made this guy rewrite his book over two years. And because he just was very grateful and I think people need to be grateful every day for everything, he had a sense that what he was receiving was going to help him reach his goal. And so he was able to make whatever changes he was told to make.”

Herman was eventually satisfied with her young client’s writing, and was ready to represent him. She found an editor, Marian Lizzi, at Perigee Books who “got” his book,  a heartfelt and  humorous collection of essays revealing Saperstein’s unique perspective on growing up different, managing his quirks, his Appalachian adventure and even venturing into the world of online dating called Atypical: Life with Apsperger’s in 23 1/3 Chapters. It’s due out in April of 2010.

Saperstein was undoubtedly helped by the massive success of The Curious Incident of the Dog in Night-Time, by Mark Haddon, which is narrated by a lead character who is autistic, and to a lesser degree (because they’re not current), Donna William’s memoirs Nobody, Nowhere and Somebody, Somewhere. When you write a book proposal, it helps to be able to compare your books to recent bestsellers.  That tells publishers, and ultimately bookstores, that there is a verifiable market for your book.

I doubt that Marian Lizzi, no matter how much she liked Saperstein’s book, could have gotten this book through her editorial board if Haddon’s book hadn’t been such a big hit. I imagine the sales and marketing people would have had a fit! “How could we possibly know if this book is going to sell since there’s nothing else like it.”

If you want to know how the editorial board at publishers work, check out my Inside the Editorial Boardroom interview with with David Nelson, a former VP of Sales who sat on these boards at both Penguin and Harcourt. You’ll get the inside scoop on  what goes on once an editor likes your book, including how publishers decide how much to pay authors for their books. It’s an extra bonus with my Agent University program, a six CD set I’m giving away for just the cost of shipping and handling.

And if you want to get published without being famous, do something unusual, then write about it superbly– and preferably with a great deal of humor, and you really can land a literary agent.

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Literary Agent Grace Freedson on What Book Publishers are Choosing Based on Today's Economy

Thursday, July 30th, 2009

In an interview with literary agent Grace Freedson,  it’s evident that one way to get published is to filter your self-help or how-to book through the lens of the economic realities we face today: “I think I would say there is a trend towards frugality not only in the way business is conducted but in the types of books we’re seeing published . . . when I say frugality, it impacts the business sector, it impacts the way we cook and choose the foods we eat. It might impact the way we plan our weddings [etc.] and that’s reflected in the kinds of books that are published.”

She also mentioned that  she had several books on the use and misuse of credit cards, as well as dealing with collection agencies, which are topics that pretty obviously relate to today’s rough times.

Freedson started her own literary agency after she left Barron’s, famed for their SAT and GMAT books, as Director of Acquisitions.  She mentioned that  one of her bread and butter categories is particularly hot today:

“. . . Test preparation [is] still a very fertile category, people are staying in school if there are no jobs, graduating college seniors might opt to further their education. Those who are not furthering it are trying to improve their skills. So there are many skill-based books, whether it’s how to manage your time better to how to interview better for a job. I think those skill-based concepts are pretty good right now.”

Here are some recent deal as of this month that reflect what Freedson talked about with me.

In terms of saving money:

Ellie Kay’s THE LITTLE BOOK OF BIG SAVINGS, ways to save money every day in twelve  categories

In terms of skills for work:

Michelle Lederman’s THE 11 LAWS OF LIKABILITY: Building Authentic Relationships for Business Success

Jodi Glickman-Brown’s GREAT ON THE JOB: 11 Essential Strategies for Succeeding in the Workplace (also about relationships and communication)

If you can figure out a way to make your topic relate to the economy, you have a better chance of getting a literary agent.