Tag: book marketing

Posted in Blog tours, Book promotion

The virtual book tour: virtually useful?

Posted on by Patricia J. Parsons

Anyone who thinks that public communication about anything and everything has not changed much in the past few years is clearly living a life of denial.  Organizations these days have learned this lesson – often the hard way. Now, in these days of do-it-yourself book marketing, authors need more than ever to be vigilant for new opportunities.

I’ve talked in the past about how book marketers at publishing companies seem to have a different role than marketers of other products and services.  There is an urgent need for anyone who writes these days – and expects to be published – to be able to articulate clearly how the work can be marketed and to whom.  And this isn’t just for self-publishers.

Traditional publishers these days are even requiring book proposals to have fairly well-developed section on exactly how this book might be marketed.  This means that keeping abreast of the new approaches is vital for writers.

We’ve talked at length about book trailers and have yet to come to any conclusion about their effectiveness.  The next newest approach to book promotion is the virtual author tour.  It is much on my mind this week as I tackle such a plan for my latest book.  So I thought I’d let my blog readers in on the research I’m doing and the action I’m taking.  Maybe some of my work might help you.

Let’s start by defining the virtual book tour.  Any kind of a book tour is a marketing technique that puts a writer front and center in public communication vehicles.  In a traditional book tour, a writer moves from venue to venue giving interviews to media personalities – radio, television and print (newspapers & magazines).  The traditional book tour (effectiveness notwithstanding) is generally predicated on the notion that the writer will tour around and talk about the book.  In a virtual book tour, the tour is virtual (the book usually not!).

And there is a whole cottage industry that has sprung up around the notion of virtual book tours (also known as blog tours).  There are even tour coordinators.  Who knew? Precisely.  The problem in my view is this: no one seems to know much about virtual book tours except the people organizing and implementing them.  Excuse me for a moment, but I thought that the main purpose was to publicize a book to potential readers.  If readers don’t know about virtual book tours or are not tuned into those pieces of social media where they take place, then what’s the point?  I digress…

In his book Plug Your Book: Online Book Marketing for Authors, Steve Weber provides some useful guidelines for setting up these tours.  In his view, these so-called blog tours are “especially valuable for authors unable to travel, uncomfortable with public speaking [remember my discussion about author readings?] or whose dispersed audience makes touring impractical.”[1]  Of course, not only are book tours often impractical, they are expensive and the ROI (return on investment) is often not substantial.

My virtual book tour (because I told my publisher I’d do one) is currently in the planning stages. I’m following Weber’s advice and am doing the following:

  1. I am first building a list of target blogs that might actually be read by potential readers of my book.  I’m looking for content that is congruent with the kinds of things these readers might be interested in – since this is in the historical fiction genre, that’s where I’m looking.  In this case, much of what I’m finding is book blogs – and there are hundreds of thousands of them.  This is going to take a bit of time.  If I were trying to organize a blog tour for one of my earlier non-fiction works, I think the job might be easier.  The smaller the niche, the easier it is to find blogs whose owners might be interested in guest bloggers on their topic
    are (especially if the guest blogger is an expert).
  2. The second step that I’m going to take is to evaluate these blogs.  I need to find out if it’s worth my time to even approach them.  If the blog in question has only a trickle of readers, it’s probably not going to be worth it to me.  I need to find those blogs spaces where large numbers of my readers accumulate.  Weber suggests looking at not only traffic volume, but also reader involvement – this is what I’d call online engagement. (He provides details on how to accomplish this.)
  3. While I’m doing the above, I’m working on the excerpt that I’ll offer to the blog and the Q & A author interview that some bloggers might be interested in using rather than sending along their own questions.

All throughout this process, I’m continuing to question the effectiveness of this marketing strategy.  I’ve been looking for stats on this, but like in the case of the book trailer, no research yet exists on the effectiveness of these tours.  Maybe one of my grad students will take this on?   Hmm?  Anyone out there listening??

[1]
Weber, Steve. 2007.  Plug your book: Online book marketing for authors. Stephen W.
Weber, p. 87.

Posted in Book launches, Book promotion

Author Readings: Purposeful or painful?

Posted on by Patricia J. Parsons
Ah, the pain of the author reading...

Last week someone asked me if I’d consider taking part in an author reading event featuring my new book. If someone had asked me this question twenty years ago when I first started shopping books to publishers, I would have been flattered.  I would have jumped at the chance.  However, many years of writing and publishing experience later have left me a bit dubious about these events.   And discussing these kinds of events with
other writers does little to disabuse me of the notion that they are largely a waste of time – depending on your objective.  So, what precisely are the possible objectives of an author reading in public?

From a publisher’s point of view there is only one bottom line objective, and that is the bottom line. Their objective is to sell more books. Publishers seem to believe that putting an unknown author in front of twenty people will result in massive book sales.  Given the effort involved in doing a reading and the sales potential from such a small audience, one has to question the wisdom of this approach.  Keep in mind, though, that there is no effort on the part of the publisher – only on the part of the writer and the organizers.  And in fact, in Canada, the Canada Council for the Arts even offers grants to publishers for readings. Who knew?

From a reader’s point of view, it’s a free night (or afternoon) of entertainment.  Sometimes there are refreshments and often there will be like-minded people attending.  Sometimes readings are at bookstores, sometimes they’re in libraries or other related public spaces.  When I was in New York city in July, I visited a gargantuan bookstore on Broadway where they had a more or less permanent dais and chairs set up for readings. Only in a large city would you ever see this!  But, is an author reading really “entertainment”?

My most recent experience of doing a reading was at a “literary festival” where a number of authors would take part in workshops and do readings.  This particular afternoon when I was scheduled to read from my memoir (it was about one month pre-publication at the time), I was on the agenda after three others reading from their varied recent books.  What can I say?  At the risk of being lambasted by fellow authors, my only conclusion that (painful) afternoon was that writers are crappy speakers.  To say I was appalled would be an understatement.  One after the other they took to the stage and monotonously read.  Every single one of them.  It was all I could do to stay awake.

A couple of weeks ago, there was a piece in the Globe and Mail titled “The season of readings is upon us, let the misery begin.”  It was delightful to see that I am not the only one who cringes at the thought of authors reading from their work.  Douglas Bell who wrote the article quotes Irish author Aidan Higgins.  He says it so much better than I could:

“There’s nothing more calculated to cause a gritting of the teeth, a shudder of the spirit or even a rising of the gorge than to be voluntarily confined in a Function Room to endure an hour-long ranting by the author in person, of predigested matter now regurgitated, delivered in a monotonous drone. It is enough to make a cat laugh or a dog throw up.”[1]

[I beg you to click through and read the article – If it doesn’t make you laugh out loud, you have less of a sense of humor than I do.]

I’ve been teaching and doing public speaking for many years.  I’ve taken the time to hone my skills and it was clear when I came to the podium and began speaking about my writing and then reading, that this was a breath of fresh air for the audience.  They couldn’t get to me fast enough after the readings were over to tell me how much they enjoyed the presentation.  But sell books?  LOL.

When you spend so much solitary time with your work as writers do, I think it can be fun to share it with a live audience.  But if you are a crappy speaker, just back away.  Please.  The fact is that unless you’re a celebrity to begin with or have a rabid following from previous books, the reading will not sell many books.  And if you already are a celebrity or have a fan base, they’re going to buy the book anyway.  So, the reason to do it has to be more than to sell books.

So, here are my tips for doing an author reading:

  • Don’t focus on selling books.  Just focus on connecting with live people.
  • Prepare. Take the time to consider what you’ll say to put your reading into
    context for the audience.
  • Consider your presentation skills.  If you’re not a good presenter and can’t make your work come alive for the audience, either get some coaching or just don’t do it.
  • For the love of god, don’t drone on and on.  Or you’ll have to carry a gun – to put the audience out of their misery.
Posted in Book promotion, Book trailers, Fame

Book trailers (Part 2): What’s the point?

Posted on by Patricia J. Parsons

Perhaps the trailer for my new book Grace Note that I posted in part 1 of this book trailer discussion is the only one you’ve ever seen.  But take my word for it: there are thousands for book trailers around.  Just visit booktrailers or book trailers for readers or book screening  to see what I mean.  And that’s just the tip of the iceberg.  But the question still remains:  Is there a point (or bottom line enhancement) to this new addition to the book marketers’ strategies?

I did a bit of empirical research on this question.  Sound impressive?  I posted a couple of questions on a couple of book sites to ask these avid readers if book trailers ever influence their book-buying.  The general theme of the comments was a resounding “no.”  A couple of responders, though, did suggest that book trailers might influence their selection of non-fiction more strongly than fiction.  Perhaps that’s because it’s perceived that a book trailer might provide some information that would help you to see what’s inside the book like we used to do when we all browsed bookstores.  However, with those nifty “see inside the book” options on web-based bookstores, we already get that experience.

As hard as I’ve tried, I have been unable to unearth any credible stats on the success (or lack thereof) of book trailers in promoting new books.  There are vague references to engaging younger readers such as teens by using this visual medium via YouTube, and further references to placing book trailers into movie previews in theaters, although I would wager a guess that this would likely confuse the audience.  Is it a movie?  Is it a book?

A 2008 article in the industry publication Bookseller discussed how book publishers were at that point finally becoming aware of the potential of social media in selling books.  At that time, author Hannah Davies suggested that, “Publishers are starting to prove their online credentials, despite initially lagging behind other creative industries in the development of user-friendly and content-rich websites.”[1]  That lag in the book selling industry doesn’t surprise me much given my 20+ years of experience as an author within the traditional publishing industry.  She quotes the results of a study by the PR firm Fleishman-Hilliard who studied the buying habits of 5000 people and concluded that “…the internet has eight times the impact of traditional print media on the average consumer’s buying decisions.”  That’s interesting and probably sufficient
rationale for using web-based marketing, but it still doesn’t support book trailers per se.

It seems that the publisher Wiley was one of the first to use videos to promote books by posting an early  series of videos on YouTube to support its business and personal development titles.  This might be the reason that one of the responders to my informal survey indicated that she might buy a non-fiction book while another one said that she didn’t even know there were book trailers for fiction.

The frustrating thing about the issue of book trailers is that although they’re fun (and fairly easy to produce) there is no evidence that they actually contribute materially to the success of a book in the market place.  When asked if they are cost-effective, it seems that publishers point to the relatively low cost of a book trailer as part of an essential online publicity campaign, regardless of its effectiveness.[2]

All of this has gotten me thinking:  I think I’ll develop a book trailer for my book Ethics in Public Relations: A Guide to Best Practice the second edition of which was published by Kogan-Page in the UK in 2009.  Should be a real blockbuster, don’t you
think?