Why You Need the Author Basics

   

By Terry Whalin @terrywhalin

We live in an age with an explosion of publishing. Thousands of new books are entering the market every day and in a rate impossible for anyone to monitor and keep up. Publishers are releasing new books every week and bookstores are hopefully selling them. It took me years to learn this truth: it is the author’s activity that moves books from the bookstore into the hands of readers. If the author doesn’t do anything, then beautiful books don’t get read. 

Recently one of my long-term publishing friends reached out to me. She mentioned her novel had been out two years and she knew she had done little promotion or marketing for her book. She asked, “Is it too late?” 

This author spent several years in careful research that she built into the construction of her story. When it came out, she told me about it and even mailed me a signed copy (which I appreciated and thanked her but I have not read). I have skimmed the story and see that it is well-told. The cover (front and back cover) as well as the interior is beautiful and professional. I looked at the details such as the barcode on her book and even that detail was handled correctly. Many authors don’t think about the barcode but if anyone is going to scan your book to sell it (like a retailer), then barcode needs to include the retail price). Like many of these publishing details, there is a right and a wrong way to execute it. Yet without some simple promotion, the book will be limited in reaching readers. 

This author has stirred about 19 Five Star reviews on a large online retail site and I applauded this effort. When I checked some other retail sites like Barnes & Noble, this book is available (great) but no reviews (an issue). I found the book in five libraries which was terrific but there are over 123,000 libraries in the US. The libraries are another missing and important market for this novel.

As I’ve mentioned before American psychologist and bestselling author Dr. Robert Cialdini said that 98% of people who purchase a product online, have read a review before they buy it. These reviews are important to get on as many websites as you can get them. It’s another reason why you need to be asking people and pointing them to these places.

In many ways, I cheer this author for getting this important novel out of her head and into the world. She has laid a great foundation for her book and put it into the market. 

To answer her question, it is never too late to promote a book. This publishing friend also asked me, “What do you think about a website?” This friend is on a couple of social media platforms which again is terrific. Yet she is not talking about the benefits of her novel to her connections on a regular basis. I recommend every author take these consistent actions. Someone has to hear about your book seven or eight or a dozen times before they will purchase your book. It’s one of the reasons publishers are interested in your social media numbers.

As I write these words, I reflect back to in 2007 when Mark Victor Hansen, co-author of Chicken Soup for the Soul invited me to Mega Book Marketing University. I attended as a literary agent and joined about 500 people to hear the various speakers and presentations. At that point, I had written about 50 books with traditional publishers, received advances (two over six-figures) and only had a single website (www.terrywhalin.com). I had no online presence and was doing little to market my books. I decided to change and began to build my online presence (including over 1700 entries in this blog on The Writing Life). If I can build that presence, you can do it too. No matter where you are on the publishing journey, you can take action and turn around your lack of readers, sales and a “platform.” If you follow this link, you can get my free ebook: Platform Building Ideas For Every Author.

I advised my friend to build her website and also begin a newsletter list then use that list on a consistent basis to build an audience and readers. I have an inexpensive product about list building called The List Building Tycoon. Also when my publishing friend sells her book on her website, I recommend she point to several different places to purchase it--including directly from the reader. Don’t single out one online bookstore. I also encouraged her to write a free ebook that was tied to her novel with a connection. She can give the ebook when someone subscribes to her newsletter. 

Also I encouraged my friend to get help if she needs it to build the website and start her newsletter list. If she paid a virtual assistant for a few months, she could make a lot of progress on these missing elements. 

While it’s important to build these basics such as a website and a newsletter, it is also critical use the newsletter on a regular basis. Another author basic is to select a couple of social media connections, fill out your profile on them then post content on those sites on a consistent basis. 

From my experience, there are no quick fixes to build a platform and it will take patience and consistency but your actions will be a difference maker. A few weeks ago, I recommended you get the hardcover and audio book of The Entrepreneur Roller Coaster for only $6.95 (follow the link). 

Recently I re-read this book cover to cover and it reminded me that our lives as freelance writers has many ups and downs (like a roller coaster). As a part of these ups (success) and downs (failure). When you succeed no one remembers your failures but I encourage you to celebrate your consistent efforts. Keep on keeping on.

There is always more to be done whether you are publishing your first book or your 50th book. It’s not the knowledge that you need. What every author needs to do is take consistent action and reaching readers with the benefits and availability of your book. I encourage you to take some marketing action every day to reach new readers. This effort might only take a few minutes but the consistent action will pay off for you.

Every author needs to handle the author basics then keep moving forward. The next bestseller might be you--if you do it. If something isn’t perfect, still get it out there and try to open new doors through your actions. You will be amazed what can happen if you take action on the author basics or beyond.

Where are you on the publishing journey? Am I missing something? Let me know in the comments below.

Tweetable:

Every author needs some basics according to this prolific editor and author. Get the details in this article. (ClickToTweet)

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Move Beyond The Book

I love books and have written many books over the years. I'm working at my third publishing house as an acquisitions editor working with hundreds of authors on their books. Yes the book is important and every author has to be passionate about their books and telling others about it. Yet in this article, I want to ask a different question: How can you move beyond the book?

In November, I spent several days with over 40 Morgan James authors in Nashville. Most of these authors were launching their book and we celebrated the launch with interviews on the red carpet and special time together. After this celebration, Morgan James organized a second day of marketing training for our authors. I don't know another publisher making this type of effort to train and encourage authors with their books. The marketing training was open to any of our authors—not just the ones launching their books. Morgan James did three of these events last year, three this year and three more are scheduled for next year. 
There is great synergy at these events where authors swap books (to review each other's books) and much more.

Whether you have published your book with a well-known publisher or self-published, you have accomplished something amazing in getting your book into the market. Now the real work begins of telling people about your book. Your on-going marketing efforts are important to tell others about your book. The key piece many authors miss in this process is: your book has made you an authority on your topic. Every author has to use their book to open new doors of opportunity.

Because you have published a book, others will want to hear you speak As you speak on the topic, people learn about you and hopefully purchase your book. I encourage you to approach event organizers and open up opportunities to speak on your topic. It's always best to begin in your local area with Rotary or Kiwanis or other such groups looking for speakers. Sometimes these are free opportunities where you sell books in the back of the room. Other times they will pay a fee. The key is to use your creativity to pitch yourself and book these opportunities. They are definitely out there.

Can you use your book as a springboard to create other information products that you sell online? If you want to know more details, I recommend you listen to this free interview I did with Bob Bly and look at the free Ebook with it.

Can you use your book and create an online course or membership site where you deliver content instruction and insights for your audience? I have a risk-free Simple Membership System product to give you much more detail and insight. Notice my 30 day no questions asked love it or return it guarantee.

Can you use your book to launch a personal coaching program? Your book has made you an authority and now use that influence to begin another aspect of your writing life—coaching. You will have a limited number of people but it can also create a regular stream of income for your business.

The overall key for any author is to create multiple streams of income. This article only gives a few of the possibilities. As an acquisitions editor, I repeatedly see authors focus on their royalties (or they tell me about their lack of royalties). There are many dynamics in play with a publisher receiving and paying these royalties such as the slow rate that bookstores pay publishers—which is something many authors forget. In my view, the royalty focus is the wrong focus. As an author, you can't control your royalty payment. If it comes, terrific. There are many element I mentioned in this article that you as an author can control. Seize those elements for your focus and work on them. It will yield a far greater financial result.

Every author needs to continually work at building their platform and expanding their influence. If you want or need to know more about building an author platform, get my free ebook on the topic. You can do it but it will take effort and initiative on your part. From my experience, it is not a simple one-two-three process but the journey is different for every author. Keep at it and if I can help you, just reach out to me and let me know what you need.

How are you moving beyond the book? Let me know in the comments below.

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How can book authors move beyond the book? Get ideas here. (Click to Tweet)

How to Get a Wealth of Social Media Content

Where do you get your content for your social media? Is it all your own material or does it come from others?

People in publishing are looking for writers with excellent content. I’ve been on twitter since 2008 and tweeted over 35,000 times. My following has grown from zero (no followers) to over 200,000. How in the world do I determine what to have on my social media feeds and why do I never run out of new content?

Haphazard and rare use of social media never works. To develop a following, you need to be putting out good and consistent content. I use a free tool Hootsuite to schedule my tweets throughout the day. Each communication is focused on my audience and readers (who are writers or people interested in publishing). Your target audience will be different but you must have a specific target.

Collect content and images. I subscribe to a number of blogs and newsletters who are in my target market I read these blogs and learn from them. Also I use these articles as content for my social media. As I find each one, I take a few minutes each day and add them to my Hootsuite releases for the days ahead. I keep the title of the article and attach the image from the article (since images get more social media attention).

When it comes to my tweets, I’ve developed my own structure for my daily game plan for my posts. Yours will be different but take the time to develop a structure. With this structure in place, your search for content is focused and deliberate. For example, I begin each day with a quotation and an image (often of the person quoted). Many people love these quotes so they are shared and retweeted. 

At the beginning and the end of the day,  I will point to my own resources such as blog posts (almost 1400 posts in my blog) or free teleseminars or other personal resources. I keep a small plain text file with these posts and recycle them on a regular basis. In the middle of the day, I have new content from the articles and blogs and newsletters that I regularly read. I do not automatically take every post from these newsletters. With each one, I’m focused on my audience and asking,” Is this material a good fit for my reader?” If the answer is no, then I do not include it.

From my experience, there is an abundance of resources to add to your social media feeds. It’s part of the reason I tweet at least 12 times a day. It continues to draw new readers and older readers.

The consistency and quality will draw people to your work. Yes this is platform building 101 but necessary for every author. If you need more information about platform building, then get my free Ebook on the topic.

As you have a wealth of social media content, the consistent effort is important and will pay off for you. You don't have to be on every social media channel. Pick one or two and major on that particular channel.

Tweetable:

Follow these tips to have a wealth of social media content. (ClickToTweet)