We want to thank Brenna Lyons for offering This series in support of Small Press Month. Her experience as a senior editor, President of EPICauthors, and a 20 book (in print) published author is invaluable for our authors.
Book Marketing 101
By Brenna Lyons
http://www.brennalyons.com/ http://www.myspace.com/brennalyons
The rule of seven to ten-
Conventional wisdom says that a person considering a convenience purchase needs to see the item 7-10 times before it sticks (the latest number I've heard on this is closer to 13). ANY appropriate venue where you can list your books and name increases the chance that the reader will see it enough times to buy. Of course, the offering has to be something that appeals as well, but let's assume it is. The only question that remains is whether the number of people are worth any cost you will incur, in time or money.
Press Releases-
Online press releases: less is more
When is it worth the cost of upgrading?- When your news is something of general interest, it is worth upgrading. If it's a personal thing, it probably isn't. I'll talk about tie-ins in a moment. The stories you want to upgrade are the ones that you can supply tie-ins for or the ones you've managed to create mass appeal for. Not all press release sites allow you to do FREE press releases anymore (they do exist and can be GREAT for just posting releases and upping your web presence in sheer numbers), but you can still choose to only do a $10 or $20 release vs. an $80 or $120 release.
Is it possible to make people sick of seeing your name?- Absolutely. Reading many inane stories about the same person can easily turn people off from reading anything about you. Save the upgraded press releases for times when it's big news. However, if what you're doing is setting yourself up as an expert in some way, go for it. Just do it right.
For instance, an upgraded press release for every book I personally release would be a waste, because I am prolific. It's a different story when a person who writes a book every two years puts out a press release for a book release. For me, it would be more like...Brenna just released her 50th is news. Brenna released another is not. In the same way...Brenna finaled for her 6th EPPIE wouldn't be big news. Brenna finally won one would be, especially to the local news sources. Rule of thumb, local media love reporting on local successes.
Making the most of your release- Give people a reason to read it. We're authors. If we can't swing doctor something to make it something people will want to read, we have big problems. How do you do that?
Make it interesting, make it timely, make it fun- This is where we get to tie-ins. Theme your press release to a holiday or a world event/local event. Making it timely (or giving a local tie-in) increases the likelihood that people will want to read it, but don't stretch. If the tie isn't there, don't try to invent one.
Make it fun. Press releases do not have to be serious. The press releases Jeff Strand makes to lists are a perfect example. If he posted one to PRWEB, it would be passed along as a spoof link to lists all over the world!
Use popular images to capture attention...within reason. Don't get yourself charged with trademark or copyright infringement, of course. Writing about the spirits of the season (ghosts) in relation to Christmas is a good tie in, especially if you keep the idea of A Christmas Carol woven in throughout.
Play on themes people like. Example? When the SFWA authors stuck it to Publish America, it was an inspired move to make a press release of it! Like it or not, sex sells, tricking someone sells, conflict sells, babies and animals sell...
What are the common themes people will want to read as a given? Revenge. Stupid news. Love found or lost. Celebrity shake-ups. Average Joe makes it big. A first time for some event...or something that only happens once in a great while. Seasonal stories. Political or religious pieces, though these can backfire on you as well, so watch using that swing.
One more note here... Put the most important information FIRST. Don't meander. Get the good stuff out, then put in things people might want to read that are not vital to the message.
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