Book Buzz Blog

Thursday, April 26, 2007

Use Backlinks to Improve Your Search Engine Rank

Dear Authors,

May I share a little tip with you? I just finished reading an article about back-linking, a technique for improving your search engine ranking. This involves an author (that’s you) writing articles (about anything) which include a link (see below for how to create the link) to your website (preferrably your home page), then submitting the articles to other websites (any that publish articles) for publication on the web. Why would you do this? To improve your search engine ranking (if you have a website, this is important).

The more outside links you have that link back to your website, the higher your search engine ranking! (You won’t benefit by putting links TO your own website ON your own website. It has to be other people linking to you.) The search engines regularly scan all web pages to see who’s linked to whom. By having more people link to you the more popular your website appears to the search engines. They reward this popularity with a higher search engine rank (this means you appear higher up in someone’s search results, which means more people will find your website).

If, at the end of (or anywhere within) your article you include your entire url (that's your website address), you will get a back-link. By including the http:// in front of the www.yourdomain.com part, you create a live link which is clickable (it’s easier for the reader to go to your website). Like this: http://www.evergreenpress.com. A similar result is true with email addresses. By adding mailto: in front of your email address, you create a clickable link which will bring up a person’s email program. Like this: mailto:brian@evergreen777.com. Email links will not improve your search engine rank, however. If any of you are internet geeks and I’ve explained this wrong, please let me know. :-( Thanks!

Warmest Regards,
Brian Banashak, Publisher
©2007 Brian Banashak

Saturday, October 22, 2005

Interesting Publishing Statistics

Dear Authors,

After a long break in posting new blogs, I'm back with some interesting book publishing statistics. This data provides a window into the size and workings of the U.S. book publishing industry. It also reveals the challenges and opportunities faced by emerging authors and publishers. This information will give you a realistic perspective on publishing. I hope it will also encourage you to continue on with your book promotion activities.

BOOK PUBLISHING IS BIG!

• There are about 1.5 million books in print at any one time in the U.S.

• From 120,000 to 150,000 new titles are published each year in this country. About 200,000 were published in 2004.

• One book per year is produced in America for every 2,336 people.

• A poll of 2,700 U.S. Internet users, representing about 100 million U.S. Internet users, indicates that about 8 million unpublished novels and 17 million unpublished how-to books have been written by that Internet-using population alone.

• There are 5 colossal publishing conglomerates that control 80% of book sales. They are: Bertlesman (Random House), Time Warner, Rupert Murdoch's News Corp, Disney, and Viacom/CBS. Four of these are foreign owned. They won’t take on a title unless it will sell at least 50,000 copies.

• The top 10 most popular American novelists in terms of sales are: Tom Clancy, Mary Higgins Clark, Sue Grafton, John Grisham, Stephen King, Dean Koontz, Tim La Haye with Jerry Jenkins (co-authors), James Patterson, Nora Roberts, and Danielle Steel.

• It is predicted that online book sales will double between 2003 and 2008, going from $2.8 billion in late 2003 to $5.5 billion in 2008. Roughly five million new U.S. households will shop online each of the next five years, growing the e-commerce market to 63 million households by '08.

SMALL, BUT POWERFUL!

• In November of 2003 it was reported that the independent and small publisher base had grown at an annual rate of 21% since 1997.

• 78% of titles brought out come from a small press or self-publisher.

• Approximately 85 different non-exclusive distributors will work with small publishers. They typically expect a 55% discount.

WHAT SELLS BOOKS

• On the average, a bookstore browser will spend eight seconds looking at the front cover and 15 seconds scanning the back cover.

• Nonfiction typically outsells fiction by two to one. However, at least 20% more fiction is being published these days via the Internet and Print on Demand.

• 52% of all books are not sold in bookstores! They are merchandised via mail order, online, in discount or warehouse stores, through book clubs, in nontraditional retail outlets, etc.

• Fiction is considered successful if it sells 7,500 copies. A nonfiction book is deemed successful when it reaches 5,000 copies sold.

• 64% of book buyers say a book’s being on a bestseller list is not important.

• Women buy 68% of all books sold.

THE CHALLENGES

• Most readers do not get past page 18 in a book they have purchased.

• 94% of all books sold are sold by 6% of authors (excluding the Bible and the Boy Scout Manual).

• The average shelf life of published books is 60 days.

• Bookstores are famous for returning books to publishers. The industry return rate is typically 36% for hardcovers and 25% for softcovers.

• It takes an average of 475 hours to write a novel. Writing a nonfiction book requires about 725 hours.

CHRISTIAN BOOK OPPORTUNITIES

• The #1 nonfiction bestseller for 2001 was The Prayer of Jabez, exceeding eight million copies.

• The largest advance ever paid for a self-published book? A whopping $4.125 million. Simon & Schuster paid that for Richard Paul Evans' The Christmas Box.

• U.S. religious book sales, which include many self help titles, grew 5.6% in 2004, totaling $1.33 billion.

Our thanks to Evergreen Press author Freddy Davis for passing on this information!

Warmest Regards,
Brian Banashak, Publisher
©2005 Brian Banashak

Saturday, March 19, 2005

What Kind of Writer Are You?

Dear Authors,

Do you know what kind of writer you are? In asking that question, I'm not referring to how good a writer you are, nor what you write about. I'm referring to where you're coming from as a writer. Are you:

A full-time minister who writes part-time?
A full-time writer who ministers full-time through their writing?
A Christian who works in a secular job and writes part-time as a ministry?
A full-time secular writer who is a Christian?

What's the difference? Actually a lot! The place where you're coming from as a writer can have a profound effect on what you write, how often you write, what you expect of your writing, and how you promote your writing.

Ministers Who Write

Ministers who write make their living by preaching the Gospel, pastoring, or some other full-time ministry. Speaking is clearly their gift. Their writing supports their speaking ministry but is not the focal point of it. They write primarily for the Christian market as another expression of ministry. The focus of their writing often reflects the focus of their speaking ministry, namely teaching. Examples of this type of writer are Joyce Meyer and T.D. Jakes. Let's call this group M1.

Writers Who Minister

Writers who minister make their living as full-time writers. They love to both write and minister. Writing is their primary form of ministry, although they may also minister in front of groups. They are gifted writers who often write numerous books on a variety of Christian topics. Examples of this type of writer are Max Lucado and Jerry Jenkins. Let's call this group M2.

Christians Who are Writers

Christians who write make their living in a secular job. Writing is an avocation or hobby—not intended to support them. The majority of them write only one book to share a life-changing experience or a revelation the Lord has given them. An example of this type of writer is Christian businessman John Beckett. He wrote Loving Monday to share how the Lord restored their company after a devasting fire. We'll call this group C1.

Writers Who are Christians

Writers who are Christians make their living primarily by writing. They may write on a variety of topics of interest to the general public. They may also occasionally write for the Christian market. When they write for the general public, they approach their subject from a biblical worldview, even though they may never mention God or the Scriptures. An example of this type of writer is best-selling author, John Grisham. We'll call this group C2.

The M2 and C2 groups are professional writers. They usually prepare for their writing careers by taking specialized courses in writing, although a few gifted writers have migrated from other careers. A good example of this is Michael Crichton, who earned an M.D. from Harvard Medical School and then turned to professional writing. Most professional writers earn their living working in a job as a writer or editor. A small minority of professional writers make their living exclusively from the proceeds of the sale of their books.

The M1 and C1 groups are part-time writers. They are involved in full-time ministry or a secular job (sometimes it's homemaking or, they may be retired). Their books and articles provide supplemental income—not enough to support them full-time.

All of the above may be somewhat obvious, and you have, I'm sure, found yourself in one of these four groups. (Don't worry if you seem to be in "another" category. God will use your writing too!) Now here is where it gets interesting. An examination of the characteristics of each group can reveal why they write and what they expect from their writing.

C1 writers have a message they need to share with others. Sometimes it is a message that has been incubating for years. Perhaps it has even taken years to write. Their book is their "baby." It is their hope that many people will be edified by reading their book, whether it's hundreds or thousands. Their primary motivation is to be faithful stewards of the message they have been given. Although they hope their book will produce some income, that is not their primary motivation.

M1 writers are used to receiving many different messages from the Lord on a regular basis. Some of these messages stand out to them as being the most significant. Such messages are often the subject of their book or books. Their desire is to reach beyond the limits of their speaking platforms to a wider reading audience. They also hope that the publication of their message will broaden their speaking opportunities as well. They may rely on the supplemental income that their book sales provide to support their ministry.

C2 writers work in the world of writing and publishing, whether it's newspapers, magazines, books, technical writing, ad copywriting, or some other form of writing. Most have loved books and writing all of their lives and they often dreamed of becoming a professional writer when they grew up. They usually prepare for a writing career by majoring in journalism, English, or a related area. They would take almost any job to break into writing, such is their love for their craft. They, of course, expect to make a decent living by writing, but it is their desire to communicate that primarily keeps them going.

M2 writers are professionals who specialize in writing for the Christian market. They often work for Christian publications or book publishers. Their gifting provides them with a steady flow of ministry messages and the skill and temperament to produce well-written material all day long. This group, perhaps more than any of the others, expects their writing to touch thousands, hundreds of thousands, or even millions of lives. Their gifts often support such lofty goals. If one of their books takes off, they may be able to quit their day job and give themselves full-time to writing books.

It is possible that at some point in time you may be in transition from one of these groups into another. At that point, some or all of the characteristics of both groups will apply to you.

Since the primary purpose of this blog is to talk about how to buzz or promote your book, we shouldn't conclude this discussion without considering the impact of the type of writer you are on how you go about promoting your book(s). Actually, I have shared the foregoing to lay the groundwork to talk about how each group can promote their book.

C1 writers are usually very busy with their day jobs, unless they are retired. They normally have to restrict their book promotion activities to evenings and weekends. Here is how they relate to the main forms of book promotion:

• SPEAKING ENGAGEMENTS: Finding time to do Sunday speaking engagements is not a problem for this group. Their main drawback to speaking is getting bookings, since they have less visibility as a speaker. This group may also be less interested in speaking because they haven't done much of it. Nevertheless, the go-getters in this group can effectively promote their book(s) and build a speaking ministry if they devote some consistent effort to it. (See Book Buzz #2 & #8.)

• RADIO INTERVIEWS: Many radio talk shows are done live during weekdays, so this may pose a problem for day-job workers. (See Book Buzz #3 & #16.)

• TV INTERVIEWS: These are done live, but many are taped. Travel to a TV studio outside of your area may not be an option.

• TELESEMINARS: These are usually conducted in the evenings on a weeknight so that folks can call in. This new book promotion tool can definitely work for you. (See Book Buzz #21.)

• BOOKSIGNINGS & READINGS: The best day of the week to do booksignings is Saturday, so this method can fit your busy schedule.

• ARTICLES, COLUMNS, AND PR: Any of the author types can take advantage of these methods of promoting their book(s) since they can be written whenever it's convenient. (See Book Buzz #5.)

• INTERNET ACTIVITIES (WEB & E-MAIL): More 24/7 book promotion activities that any author can take advantage of. (See Book Buzz #6, #14, #15, #17, & #24.)

M1 writers can be busier with their ministry responsibilities during evenings and weekends than other writers. They may have more flexibility in promoting their books during the day on weekdays. Here is how they relate to the main forms of book promotion:

• SPEAKING ENGAGEMENTS: Doing speaking engagements is a natural for this group. They may have an advantage over other author types since they are accustomed to speaking on a regular basis and may have more opportunity and visibility as a speaker. Authors in this group can effectively promote their book(s) and build a larger speaking ministry if they work at getting bookings outside their local area. (See Book Buzz #2 & #8.)

• RADIO INTERVIEWS: Many radio talk shows are done live during weekdays, so this group may have an advantage with a flexible day schedule. (See Book Buzz #3 & #16.)

• TV INTERVIEWS: These are done live, but many are taped. Interviews in TV studios outside of your area are possible if you travel as part of your ministry.

• TELESEMINARS: These are usually conducted in the evenings on a weeknight so that folks can call in. Your busy evenings may keep you from using this tool on a regular basis.

• BOOKSIGNINGS & READINGS: The best day of the week to do booksignings is Saturday, so this method may conflict with your ministry schedule.

• ARTICLES, COLUMNS, AND PR: Any of our author types can take advantage of these methods of promoting their book(s) since they can be written whenever it's convenient. (See Book Buzz #5.)

• INTERNET ACTIVITIES (WEB & E-MAIL): More 24/7 book promotion activities that any author can take advantage of. (See Book Buzz #6, #14, #15, #17, & #24.)

C2 writers are usually very busy with their day jobs. They normally have to restrict their book promotion activities to evenings and weekends. Here is how they relate to the main forms of book promotion:

• SPEAKING ENGAGEMENTS: Finding time to do Sunday speaking engagements is not a problem for this group. Their main drawback to speaking is getting bookings, since they have less visibility as a speaker. This group may also be less interested in speaking because they haven't done much of it. Nevertheless, the go-getters in this group can effectively promote their book(s) and build a speaking ministry if they devote some consistent effort to it. (See Book Buzz #2 & #8.)

• RADIO INTERVIEWS: Many radio talk shows are done live during weekdays, so this may pose a problem for day-job workers. (See Book Buzz #3 & #16.)

• TV INTERVIEWS: These are done live, but many are taped. Travel to a TV studio outside of your area may not be an option unless it is for taped interviews.

• TELESEMINARS: These are usually conducted in the evenings on a weeknight so that folks can call in. This new book promotion tool can definitely work for you. (See Book Buzz #21.)

• BOOKSIGNINGS & READINGS: The best day of the week to do booksignings is Saturday, so this method can fit your busy schedule.

• ARTICLES, COLUMNS, AND PR: Any of our author types can take advantage of these methods of promoting their book(s) since they can be written whenever it's convenient. (See Book Buzz #5.)

• INTERNET ACTIVITIES (WEB & E-MAIL): More 24/7 book promotion activities that any author can take advantage of. (See Book Buzz #6, #14, #15, #17, & #24.)

M2 writers may have more flexibility in their schedules than the other groups. But M2s are definitely in the minority of writers. This group represents the smallest of the four I have identified. Here is how they relate to the main forms of book promotion:

• SPEAKING ENGAGEMENTS: Finding time to do Sunday speaking engagements is usually not a problem for this group. They have little difficulty getting booked to speak due to their increased visibility. However, this group may be less interested in speaking because it's not their forte. Nevertheless, go-getters can effectively promote their book(s) and build a speaking ministry if they devote some consistent effort to it. (See Book Buzz #2 & #8.)

• RADIO INTERVIEWS: Many radio talk shows are done live during weekdays, so this group may be able to do them on a consistent basis. (See Book Buzz #3 & #16.)

• TV INTERVIEWS: These are done live, but many are taped. Interviews in TV studios outside of your area are possible if you travel as part of your ministry.

• TELESEMINARS: These are usually conducted in the evenings on a weeknight so that folks can call in. This new book promotion tool can definitely work for you. (See Book Buzz #21.)

• BOOKSIGNINGS & READINGS: The best day of the week to do booksignings is Saturday, so this method can fit your busy schedule.

• ARTICLES, COLUMNS, AND PR: Any of our author types can take advantage of these methods of promoting their book(s) since they can be written whenever it's convenient. (See Book Buzz #5.)

• INTERNET ACTIVITIES (WEB & E-MAIL): More 24/7 book promotion activities that any author can take advantage of. (See Book Buzz #6, #14, #15, #17, & #24.)

Of course there are exceptions to the generalities stated above, and individual interests and giftings may override your vocational status. Hopefully, by identifying which author group you are a part of, you'll be able to do a more effective job of promoting your book(s). (The Book Buzz articles mentioned above can be found in the "recent posts" and "archives" sections of this blog.)

If you'd like to get a copy of my brand-new "Writer's Matrix" send me an email. This one-page pdf file will help you to identify your most productive book promotion activities based on the "kind of writer" you are!

Warmest Regards,
Brian Banashak, Publisher
©2005 Brian Banashak

Saturday, March 05, 2005

Marketing Misconceptions

Dear Authors,

In talking with authors about book marketing and promotion, I've become aware of many misconceptions authors have about the subject. For example, authors often think their biggest priority is getting their book into the bookstores. While it certainly will make you feel good to see your book on the shelf, it may not be the most profitable accomplishment. Let's do the math:

Let's say your book has a retail price of $10.00. Typically, bookstores get about a 40-50% discount off retail. That means if you sell your book to stores, you'll only receive about $5-6.00. Compare that to selling your book at full retail at a speaking engagement where you would receive $10.00. Your profit margins are even slimmer if you go through a distributor to sell your books. Distributor discounts can range from 55% to 70%.

Here's another misconception about bookstores: Did you know that most books are not sold in bookstores? Only 47% of books sold are actually sold in bookstores. That's right: 53% of all books sold are sold somewhere else. That somewhere else includes general retail stores and special markets (organizations, ministries, etc.). Also, when books are sold to stores, they are 100% returnable! Special market sales are usually non-returnable. Returns can be (and have been) the downfall of many a publisher or author.

Another misconception that many authors have is that if they just had enough dollars to run lots of ads, their book would become a bestseller. Sorry, this just isn't so. While it is true that advertising will often help a book that is already selling well, it won't jump-start a book by a new, unproven author. A case in point is a fiction book we published a few years ago. The author wanted to promote the book heavily through ads and offered to contribute thousands of extra dollars to the ad campaign. Bottom line, after a year, the book only did as well as it would have done WITHOUT the ad dollars!

Since that time, we have occasionally run book ads. These ads have helped to keep our name before the bookstores, but we haven't sold many books as a direct result of them. On the other hand, book flyers that we inserted in distributor's mailings to bookstores have resulted in increased book sales to the distributors. This is because the distributors anticipated higher sales and, as a result, ordered more copies to fill the anticipated demand.

Yet another misconception about book promotion is "If it doesn't COST me anything, it must not be WORTH anything. Under this category of activities fall booksignings, interviews, press releases, and emails. While it is true that these activities won't produce HUGE sales of books, they will produce some sales—enough to warrant their use. The real misconception here is that if a certain activity doesn't produce big sales, it's not worth doing. The truth is that every little fire you light for your book can spread. A book mentioned in a press release could lead to an interview, which, in turn, could lead to a large order. Sales beget sales!

What about the internet? Doesn't Amazon sell tons of books every day? Yes, they do, but the typical book sells one or two copies a month. I suspect that the typical author only sells a few copies of their book each month on their own website as well. I base this on my own experience with www.jokesforchristians.com, our mini website where we just sell seven of our humor books. It has been up for about three months, has had about 30,000 hits (due mostly to Adwords and Overture pay-per-click ads), features some of our best-selling titles—yet has only produced two sales. Two sales that I know of: some surfers may have gone to Amazon to order the books—to save a few bucks.

Does that mean that websites are a waste of time? Not at all. Just don't have unrealistic expectations about them. For most authors, a website is an online brochure. It's nice to be able to send visitors to your website. They can find out more about you, maybe receive some ministry, and perhaps have their interest in your book piqued. Your website will help make or strengthen your relationship with a potential buyer. Marketing experts say it takes at least seven contacts with a prospect to make a sale. Your website may be just one of them.

Now that I've mentioned the marketing RULE OF SEVEN, another misconception that authors, and many businesspeople in general, have is that people will buy your book, product or service after the first email, radio interview, or mention at a meeting. If you do get a sale on the first contact, great! But don't expect it all the time.

I've prepared a diagram I call THE MARKETING PYRAMID which shows the relative effectiveness of various forms of book marketing and promotion. If you'd like a copy, send me an email and I'll reply with a pdf attachment of the one-page file.

That's all for now, and remember: Major on speaking, but keep doing the little things that increase your visibility.

Warmest Regards,
Brian Banashak, Publisher
© 2005 Brian Banashak

Friday, February 25, 2005

Do You Blog?

Dear Authors,

Welcome to Book Buzz Blog #24. This is the first Book Buzz that is being published online as a blog. (Previous BB's have been added to the BBB Archives to make them easily accessible to you.) The previous Book Buzz numbering scheme has been maintained for convenience in finding topics. Now that the housekeeping is out of the way, on to our subject...

DADDY, WHAT'S A BLOG?

Four weeks ago, I was convinced that blogs were either a new internet conspiracy to frustrate the technologically challenged, OR some new kind of computer virus! After attending a recent teleseminar on the subject, I realized that my deepest fears about blogs were unfounded. Actually, blogs have been around for a few years. It is only recently that they have come to the media's attention in the wake of blogs that exposed some funny business at one of the major networks (OK, it was CBS).

Now, here I am a few weeks later, having scrapped the idea of delivering my e-zine via email! What's going on? The "why" question has been answered in my previous post (adding a message to a blog is called "posting") entitled "Welcome to Book Buzz Blog." The "how does this work" question is about to be answered...

When you clicked the link in the email I sent you announcing this blog, you were more or less instantly taken to the page you are now reading. Let's take a brief tour:

1. At the top of the page is the header which displays the name of the blog, a brief description, my photo, and some info about me.

2. Below that, on the left, is a column showing links to the various postings. Here you'll find links to some of the previous Book Buzz material.

3. Below that, still on the left, are links to various archives.

4. To the right, in the wider column, you'll find the text of the most recent posts (like this one). If you scroll down the page, you'll find several posts in succession.

5. Now here's where it gets really interesting. At the end of each post is an icon of an envelope. Click it if you want to send a copy of the post to someone else.

6. Next to that icon is a link called "comments." Click it if you want to comment on my post (my article). Now we have some two-way communication going--online. A box will pop up where you can type your comments, or questions. You will need to register to be able to leave comments. No biggie.

Now, if someone makes a comment, or asks a question, it's possible for others to join in on the discussion (this is what is known as a discussion thread). Soon there might be several people joining in on the discussion. When this happens over and over again you are participating in what is referred to as an online community. In this case, a community of authors.

Should you post a comment to one of my articles? Yes, if you want to. Should you ask a question? Yes, if you have one. Should you answer another author's question? Yes, if you have some insight or experience that you'd like to share with them. Some blog discussions can get quite lengthy.

DO YOU WANT TO BLOG TOO?

Blogging is really the easiest way to have a web presence. (You can even add photos to your blog.) If you'd like to give it a try, click the button at the right-hand top of the screen "GET YOUR OWN BLOG." Then follow the simple on-screen instructions. It's free when you use Google's Blogger service (that's what this is).

So, what do you think? Have questions? Comments? If so, just look below for the "comment" link and ask or comment to your heart's content!

Warmest Regards,
Brian Banashak
©2005 Brian Banashak

Saturday, December 11, 2004

Saturday, November 20, 2004

Virtual Book Tours by Phone

Dear Authors,

In this issue of BOOK BUZZ! I'll tell you how to conduct a "virtual book tour" from the comfort of your home or office. For most authors, going on the road to do a book tour is just too expensive and time consuming. But there is another way to promote your book that's almost as effective. Many authors also don't have the connections or time to do speaking engagements in churches. A virtual book tour—done over the phone—can be the answer!

THE ESSENTIALS OF A VIRTUAL BOOK TOUR

Here are the steps to setting up a "stay-at-home" book tour:

STEP #1:
Decide when, where, and how you will do your virtual book tour—the "when" being the date and time (and for how long—say 60 minutes), the "where" being locally or nationally, and the "how" being whether you will be interviewed by someone or do it solo. The "how" can also include whether you will open the call up for questions or just talk about your book. If you have more than one book, do one book per call. You can always schedule additional calls for your other titles.

STEP #2:
Promote the event through emails and/or postcards. Who will you promote it to and how will you get their contact info? If you're going to do a local event, you can use your own list, have churches announce it, place small ads to announce it, and/or tap into your associates mailing lists, etc. If you're going to do it nationwide, use the above plus include bookstore contacts from around the country, various media people, and e-zine lists from likely sources. Start promoting the event at least two weeks in advance.

STEP #3:
Create a way for people to register for the event. If you have a website, you can send people there to register. If not, have them email their registration to you. Either way, respond with the call information: the phone number and access code. Also repeat the date, time and subject of the call. Ask them to print a copy of your confirmation and tape it to their wall as a reminder.

There are two reasons you want them to register: 1. You want their contact info to build your list (at least get their first name and email address) and 2. You need to know how many calls may come in so you can prepare your "bridge line."

You can also invite them to submit questions to you about the book or yourself (be sure you answer the most frequently asked questions when you do the call).

STEP #4:
Set up your "bridge line." This is the teleseminar service provider who will handle the calls for the event. Here are a few service providers:

http://www.saveonconferences.com
4.5¢ per person per minute for a non-toll-free number (unlimited participants)

http://www.budgetconferencing.com
same rate as above but they charge extra to record the call

http://www.freeconferenceservice.com
free conference calls for up to 50 callers at a time

http://www.freeconference.com
free conference calls for up to 100 callers at a time (RSVP system)

STEP #5:
Decide how you want people to buy your book. If you want to sell autographed copies, you'll need to sell your own copies. They can buy these over the phone from you (later) or at your website. If they don't need to be autographed, you can send them to Amazon.com (if your book is available there). Do you want to offer a special bonus to your callers who order books? Could you create an inexpensive handout or report that you could copy or print yourself—or just email a file to them? (If they order from Amazon you can have them email their order confirmation from Amazon as proof of purchase, then send them the bonus.)

STEP #6:
Send a brief reminder email the day before and/or the day of the call.

STEP #7:
Start the call! Be prepared with an outline, caller questions/your answers, and/or mark any excerpts you will read from your book. Try to be the first one on the phone line. Welcome callers as they join the call—you may hear a beep when that happens (and optionally open the lines so people can say their first name and the city they are calling from). Then follow this by a more formal introduction of yourself. Next mention why they should be on the call. All of this should take no more than 5-7 minutes. This gives new callers a chance to dial in before you start your presentation/interview.

STEP #8:
Proceed with your presentation/interview. A few times during the call, mention how people can get your book. You need to do this more than once because people may not be on the call for the entire presentation. Toward the end, open the lines up for questions if you like. At the end, summarize your main point, remind them about how to get the book, make any other announcements necessary, and thank all of the participants on the call. When you are done, say good-bye and hang up.

STEP #9:
Send a followup thank you to all participants, reminding them about the key points of your presentation and give them another chance to order. Then begin filling orders if they are coming directly to you. Additional follow-ups can be designed to take advantage of your new e-mailing list.

This whole process can be repeated as often as you like by contacting new people. You can even do multiple "local" events by remotely targeting new cities around the country. By utilizing virtual book tours, you can reach far more people than you ever thought possible—all from the comfort of your home or office!

TIP: Your second call will be better than your first. The third, better than your second. Keep at it. You'll get better!

That's it for now.

Warmest Regards,
Brian Banashak, Publisher
© 2004, Brian Banashak

Saturday, October 23, 2004

More Online Resources

Dear Authors,

In this issue of BOOK BUZZ! I will share some additional tools to help you sell your books online with your own website.

ACCEPT ONLINE PAYMENTS WITH PAYPAL

One of our authors asked about the pros and cons of getting a merchant account and credit card terminal to be able to process book orders via credit cards. Here's my answer:

1. A serious author should be able to take credit card payments. Whether you're at a conference or just taking orders over the phone, credit card acceptance is essential. You can take checks at a conference, but not when you're taking orders over the phone.

2. We have found that leasing equipment costs more than buying outright. Avoid it if you can.

3. You can accept credit card payments through PayPal without a terminal. You do need a computer since the process is online. It is free to sign up and there is no monthly fee! They charge 2.9% + .30 per transaction. A regular merchant account will charge you that anyway, PLUS monthly fees and you'd have to buy/lease a terminal. There are 65+ million PayPal members worldwide and it's easy and free to sign up to make credit card payments via PayPal.

If you are at a conference, you'd need a phone connection either way (credit card terminal vs. modem connection for online access). If you have a laptop, it's even easier to set up at a conference.

We use Paypal ourselves. You can send or receive funds with PayPal. There is no charge for sending funds. Use the link below to signup for a PayPal business account (free and without any obligation):

https://www.paypal.com/us/mrb/pal=3B6L2MMHLH2NW

BUILD YOUR E-COMMERCE SITE WITH GODADDY

GoDaddy has three services I'd like to recommend (among their many). We have used GoDaddy for a long time and their technical support is superior.

1. GoDaddy offers domain name registration for $8.95 per year for .com names. I really recommend that you get a .com domain even though other extensions are available. When people try to remember your online address, the first thing they will try is "yourname".com. It is the easiest to remember. If you are a non-profit, .org is acceptable. If you are paying more than $8.95 per year for your domain, you can transfer it to GoDaddy and save.

2. GoDaddy also offers inexpensive website hosting starting at $3.95 per month (we use GoDaddy to host our Evergreen site). They have very inexpensive software you can use to build a website if you are PC based (not Mac). It's called Website Complete and it's $14.95 (download or CD) plus a one-time licensing fee.

Their Website Tonight program lets you build simple websites online (it says PC only). A one-page site is $2.49 per month on up to a 20-page site that costs $12.95 per month. I can't test this myself because we are Mac based, but I think it is OK to use because GoDaddy has great support.

3. The third service GoDaddy offers is their NEW Quick Shopping Cart program that starts at $9.95 per month for up to 20 items in your catalog. (They have larger shopping carts for more money.) This is cheaper than other shopping cart services I have found on the web. You can use Quick Shopping Cart even if you already have a website that is hosted somewhere else. By using Quick Shopping Cart and PayPal you can turn your site into an e-commerce enable site and sell books online.

To check out any of these services at GoDaddy go to:
http://www.godaddy.com/gdshop/default.asp?e=com

FREE VOICE MESSAGING SERVICE

Would you like to have a phone number that customers could call and leave a voice message for you without tying up your existing lines or having your phone ring at odd hours? You can with eVoice. It's free and they give you your own private number (your callers have no codes to punch in). To retrieve your messages, you download them from email attachments that are sent to you by eVoice, then play them with Windows Media Player or iTunes. If you'd like to leave me a message to try it out call: 1-901-339-5434 (I'll forward your message recording to you if you do one). If you'd like to sign up or get more information go to:

http://www.evoice.com/evoice/twa/page/homePage

That's it for now. Thanks for reading and thanks for your feedback.

Warmest Regards,
Brian Banashak, Publisher
© 2004, Brian Banashak

Saturday, October 16, 2004

Get on the Air!

Dear Authors,

This issue of BOOK BUZZ! will share tips for getting interviewed on the air from three different interview experts. See if you can identify the common thread:

A TIP FROM JOAN STEWART, THE PUBLICITY HOUND

In an interview with Joan Stewart, Alex Carroll shared that if you want to get onto radio talk shows, the host or producer probably won't book you for an interview unless you can do one of these 6 things:

• Tell listeners how to save time or money
• Give them information that will make them rich
• Tell an amazing story
• Make them laugh
• Share little-known tips or secrets to teach them something new
• Make them angry

Alex should know. His topic? How to talk your way out of unfair speeding tickets. He has done more than 1,200 radio interviews that have generated more than $1 million in direct sales for his book. He's the master at knowing how to catch the attention of producers, shine when you're in the spotlight, and get invited back over and over again. He also says there are four ways to convince hosts to book you:

1. Hire a PR firm. "If you can afford it and you hire the right firm, this can be very effective," Alex says. But it can cost you a minimum $2,000 a month retainer fee.

2. Pay for a listing in a guest resource publication that radio show producers use to find guests. But these cost money, don't guarantee response, and most calls come from little stations. The main problem is that you end up wasting a lot of time doing interviews on tiny stations with no listeners. [This refers to RTIR—Radio & TV Interview Report.]

3. Mass mail, fax or e-mail your show idea to producers. This, too, costs money. Most producers trash junk mail, faxes and SPAM, and what little response you do get will come from little stations that actually have time to read junk mail.

4. Call the producers yourself and pitch your show idea directly. If you want to get on the big shows, that is how it's done.

To subscribe to Joan's free publicity tips e-letter send a blank email to:
join-publicitytips@lists.publicityhound.com

TWO TIPS FROM JOE SABAH, THE RADIO INTERVIEW GURU

Tip #1. I sat with a politician who is running for office; he asked me for my help with gaining more exposure. My answer to him is the same answer that I will give you. If you want to be voted into office, you have got to get in front of your audience EVERYDAY. That means booking yourself to speak to clubs, luncheons, book signings and radio interviews. If you're sitting around at home or in your office doing "busy work," then you're headed in the wrong direction. Remember, activity is not the same as accomplishment. Get in front of people!

Tip #2. I love talking with passionate people! The people I am talking about are the people who write books, tell stories and create the music we all love to sing. I think you are one of those people. The sad fact is that many people like yourself often times struggle with getting in front of the right person or crowd with what it is they have to offer to the world.

You can of course pay someone who can put you in front of an audience: for instance, radio talk shows, but you will also pay a premium for this.

You can do it all yourself, very efficiently and absolutely free. I constantly see ads from people offering to book interviews for you. 99% of the people seeking publicity for their product or service don't need these high-priced bookers. Save your money and learn to do it yourself. It's a breeze! Here is what I can do to help you:

Did you know there are over 900 radio stations in the U.S. with talk show formats that are constantly looking for good guests? Incredible isn't it? I've been interviewed 659 times (so far) and have sold 23,250 of my books, that's $357,000.00 at FULL RETAIL. An average of $541.00 per show. Not bad for a business that is mostly done in my bathrobe.

Let me show you just how easy it is to repeat my success! If you are passionate about what it is you do (I know you are) and you are ready to share it with the world, then I am here to help you succeed.

http://www.JoeSabah.com
Joe Sabah can also be reached at 303-722-7200.

RADIO INTERVIEW 101 by Bryan Farrish

This was forwarded by one of our authors, Dr. Freddy davis:

Different Types of Station Contact:

Reaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What's best? All of them at the same time, of course. But since that's cost prohibitive for almost any guest, you have to pinpoint what will do an acceptable job for an acceptable price.

Personal contact with prospective hosts is always the best, done either by the guest or the booking person. These personal visits are usually only possible in the hometown of the guest or booking person, since radio PR campaigns just don't charge enough to pay someone to visit stations nationally. (Interestingly, high-level music airplay promotion campaigns DO charge enough for personal visits.) Regardless, if there is ever a chance to meet face to face with a host, do it...they will never forget you.

The telephone is the big equalizer in booking interviews. Most radio interviews are booked on the phone, since you can reach every host in the country, and, since hosts are big phone-people. Plus, radio people are used to being hit with calls from music promoters, syndication promoters, equipment salespeople, audience calls, etc. Two things about the phone, however... you have to hit the hosts at the right time (especially music-station morning crew hosts/producers), and you have to sound good doing it.

Printed ads in radio publications are used by a lot of people who are trying to book interviews, and while these ads do generate "some" calls from smaller stations, I'll go ahead and say that an ad's purpose is not so much to generate calls as it is to build awareness (much like a billboard on the side of the road just builds awareness.) These printed "trade" ads certainly do have a use, but I just would not rely on them to make your phone ring.

Ads on radio websites are even a bit less useful than printed ads, as far as awareness-building is concerned (and certainly as far as generating calls is concerned.) It has something to do with radio's fight over the internet for streaming, artists, banner sales, etc. Regardless, radio does not take things seriously that are presented via banner ads ONLY. However, if you have a great site, adding a banner (that links to your site) as part of your phone campaign makes good sense.

Email contact is good for college stations and music-directors at community stations, but it is very weak at convincing commercial stations on FIRST contact. Once they know you, however, email is a good tool to get booking-times and dates across. Email has to be pin-point to the person...personalized and all. You cannot send one email to a list of people...they will never respond, and they will block you.

Fax is most certainly just an image builder (like a billboard), and not a booking tool. Getting your guest's point across in a fax (if used by itself) usually never works since it never gets to the right person. And you can't send it multiple times to the same fax machine, since that would not be welcomed.

Postal mail is a bit better than fax, as far as getting to the right person is concerned, but the cost involved, along with the proper-addressing hassle, makes mail prohibitive except for simple postcard-type image builders, or when mailing a book or book-cover is really needed. A nice thing about mailings is that you can target several guests with multiple pieces, mailed in intervals so that you don't fill up the receptionist's desk with your stuff.

Bryan Farrish Radio Promotion is an independent radio interview promotion company at 310-998-8305.

http://www.radio-media.com

Do you see the pattern here? Three different interview experts agree that personal contact is the BEST way to get on the air. Now that you know, get out there and make yourself known!

Warmest Regards,
Brian Banashak, Publisher
© 2004, Brian Banashak

Saturday, October 02, 2004

All About Amazon

Dear Authors,

This issue of BOOK BUZZ! will tell you everything you always wanted to know about selling your book at Amazon.com (well, at least everthing I know about Amazon).

THREE WAYS TO SELL AT AMAZON

Amazon offers authors and publishers three different ways to sell their books:

1. AMAZON ADVANTAGE: With this program, you pay a $29.95 annual fee to be a member; you ship a few books to Amazon to stock on consignment; you give Amazon a 55% discount off the retail. They sell the books, collect the money, and ship your book to customers. Amazon pays you when your account funds reach a certain level. This is the program we use for our Evergreen and Gazelle books. The advantage is you only ship books to Amazon, not individual customers, and they handle the money. For more info, click or paste this url into the address line of your web browser:
http://www.amazon.com/exec/obidos/subst/partners/direct/direct-application.html/ref=smm_sn_adv/002-3901802-5468030

2. AMAZON MARKETPLACE: With this program, Amazon only sells the book and collects the money. You stock the book and ship individual orders (fulfillment). Then Amazon pays you for the book plus a shipping allowance. They charge you $.99 plus 15% per sale. You make more this way, but you have more work to do too. Many new and used books are sold through this program. For more info, click or paste:
http://www.amazon.com/exec/obidos/subst/misc/sell-your-stuff.html/ref=smm_sn_mkt/002-3901802-5468030

3. AMAZON ASSOCIATES: With this program, you place a link on your website or in your e-mails to the webpage at Amazon that features your book (you must use a specially formatted link generated by Amazon in order to get commissions). Then, when the customer buys a copy from Amazon, you receive a 5% to 8% commission from Amazon. You can participate in this program if your book is already available at Amazon. You can also recruit others to post the same link, thereby multiplying your sales results. (If people buy other books besides yours while using your associate link, you get a commission on those sales too.) For more info, click or paste this url into the address line of your web browser:
http://www.amazon.com/gp/browse.html/ref=smm_sn_ass/002-3901802-5468030?node=3435371

In case you're wondering, you can participate in all three of the above programs. (If you are an Evergreen or Gazelle author, don't sign up for the ADVANTAGE program because we already have your book there.)

If you have trouble with the above links, just go to the Amazon home page and click on the "Sell Your Stuff" tab in the blue bar near the top of the page: http://www.amazon.com
On the next page, in the green bar, click the tab of the program you want to find out more about.

THE THREE R's OF SELLING MORE AT AMAZON

Now that you know the ways to sell at Amazon, let's examine how to sell MORE books there. I offer my three R's of selling more books at Amazon:

1. REVIEWS: Book reviews are one of the most effective methods of selling more books at Amazon. Folks who read your book can visit Amazon and leave a review (good or bad) about your book. This usually won't happen unless you recruit your readers to go to Amazon and post reviews. It's easy to post a book review: Go to the page where the book is featured; scroll down to "Customer Reviews" and click the "book" button. The next page will ask the user to register or sign in (registering is easy and free). After they sign in, the next page contains the instructions for entering the review. The more good reviews, the better sales you'll have. So round up your readers and get those reviews!

2. RANK: Ever wonder how Amazon assigns a sales rank to your book? It's a complicated formula, but if you just want an approximation of what the rank means, look no further! Amazon re-ranks books with sales ranks between 1 and 10,000 every hour. Books in the 10,000 to 100,000 range are re-ranked once a day. Books with ranks above 100,000 are ranked by total sales since being listed at Amazon. Having said that, if your book sells around 100 or more copies in a day, you could be in Amazon's Top 10. If it sells about 30 or more copies a day, it could be listed in the Top 100. With sales of 10 or more per day, you could be in the Top 1000. Two copies per day might land you in the Top 10,000. One copy per week will have a rank in the 100,000's. With 15 total sales, you'd be around the 1,000,000 mark. And finally, with two total sales you'd be near the 2,000,000 mark.

3. REFERRALS: Above we talked about Amazon's Associate program. It is basically an affiliate program that rewards you for referring buyers to Amazon. Not only do you get the commissions, you also contribute to your sales rank which can affect your overall sales at Amazon. The better your sales rank, the more likely visitors will be to buy your book. Every time you mention or advertise your Amazon Associates link you are helping to potentially boost your sales and rank. It's a snowball effect.

HOW TO PUSH YOUR BOOK TO #1 AT AMAZON

Achieving a #1 sales rank at Amazon is not as unlikely as it may sound. If you read the numbers above, you would see that sales of 100 and up could push you into the Top 10. No one really knows for sure what kind of sales are necessary to hit number one, but some experts have estimated in the low hundreds on any given day. How is it possible to generate these kinds of sales if you're not a famous author? I've heard the following strategy has taken unknown or new authors to #1 on Amazon:

The key to getting a high rank, if only for a brief period of time, is to get alot of people to buy your book from Amazon on the same day. The people who have successfully used this strategy make the offer irresistable by giving away lots of free bonuses (mostly e-books) if the person buys the book by midnight on the specified day. They then email their Amazon receipt (as proof of purchase) to the author who in turn sends the purchaser their free bonuses.

The nice thing about sales at Amazon is that they are cumulative. Your high one-day rank won't go away the next day but is re-calculated over longer and longer periods of time. Getting a high one-day Amazon sales rank is not just an ego trip. It can help to create buzz that could take on a life of its own apart from any additional promotional efforts on your part!

Warmest regards,
Brian Banashak, Publisher
© 2004, Brian Banashak

Saturday, September 25, 2004

Gurus You Need to Know

Dear Authors,

This issue of BOOK BUZZ! will introduce you to some of the book marketing gurus that I glean from on a regular basis. I'm including a sample from each and a link to subscribe to their free ezines, below. I actually get dozens of these ezines. The ones I share below are among the best of them. These excerpts also have some very good book promotion info you'll want to read.

JOE SABAH

Radio interview guru JOE SABAH publishes a regular e-letter called "Three Money Making Secrets for Authors and Publishers." Here's a recent excerpt:

If you like to speak about your business, your books, your coaching practice, read on.

In every city USA, there are service clubs like Kiwanis, Rotary, Business Professional Women, Chamber of Commerce, etc. who
are constantly looking for speakers.

Here is the formula:

Step 1. Check with your local chamber or go online to find service clubs in your city or town.

Step 2. Pick up the phone and call either the president or the program chair and offer your speaking services for one of their upcoming meetings. They do need a speaker at each meeting: usually 52 times a year.

Step 3. Get permission to bring your books, tapes, and newsletters to offer to the members. You might want to offer a 10-15% rebate to their organization's favorite charity.

This should keep you busy for a few months. Remember: They need YOU. And you can help them! Truly a Win/Win situation, wouldn't you agree?

TO GET A FREE SUBSCRIPTION TO JOE'S E-LETTER, GO TO:

http://www.joesabah.com/newsletter.html

JOHN KREMMER

Book marketing guru JOHN KREMMER publishes his "Tip of the Week." (Actually, the ezine has many tips.) The excerpt below is advice from one of his readers, a book publicist:

MEDIA KITS

"Your reader is asking the wrong question! Here's a tip from a book publicist with over 25 years of experience (that would be me). Simply because you mail or ship a complete press kit to an editor doesn't mean zip, most likely (unless you are one of the Clintons, for example). Someone has to call and a) bring the package to the editor's attention, as it's sitting
among several dozen if not two hundred other packages and b) a process of collaboration needs to begin. As I always tell my authors, we are here to serve the media, not the other way around. A good publicist is always trying
to bring (hopefully high quality) information to the attention of the media because that's what the media needs. Competition for that attention is fierce. A passive package is not sufficient. It's just the entree." --Kathryn Hall, publicist

TO SUBSCRIBE TO KREMER'S FREE "TIP OF THE WEEK," GO TO:

http://www.bookmarket.com/tips.html

JOAN STEWART

JOAN STEWART, a.k.a. the Publicity Hound, sends a weekly ezine on the subject of generating publicity. Many editions address book publicity. Here's a sample:

What Are You Known For?

John Gray didn't tell us that men and women approach the world in a different way. He told us that men are from Mars and women are from Venus. That's his concept and he owns it.

When you see a fit and trim guy named Jarrod holding up a pair of oversized pants in front of him, you think of Subway. When you hear the word "Amazon," you probably think of books before you think of the river. When you hear the phrase "publicity hound," I hope you think of me.

Marketing expert David Arvin believes that if you can come up with your own unique twist--whether it's a clever moniker, or an approach to solving a particular problem, or a new way of presenting the same core material--it will be easier for you to get publicity.

Once you create something that is uniquely you, it will be easier for the media to find you. And once they start seeking you out, your publicity multiplies and your job of getting public attention becomes easier.

Yet too many publicity hounds fail to differentiate themselves. Every week, it seems, a "life coach" contacts me for help with publicity. When I start asking about their credentials, I usually hear the same old story. "I got divorced and survived it. I got fired and learned from it. And I have a message to share about starting over and achieving your goals."

In the front-page article he wrote in the September/October issue of The Publicity Hound subscription newsletter, Avrin explains how he turned a young professional speaker with an interesting topic into a nationally recognized expert. The speaker started his own association, and the media contact him for comments about the topic of date rape, which he started
speaking about after his sister was raped. The article will give you all sorts of ideas on things you can do to find something that is uniquely you. (Note: This paragraph refers to a for-pay newsletter that Joan publishes. She also has a free e-zine. See below.)

TO RECEIVE JOAN'S FREE WEEKLY E-ZINE, GO TO:

http://www.PublicityHound.com/

Then enter your information in the box in the upper left-hand corner.

PW RELIGION BOOKLINE

PUBLISHERS WEEKLY also sends an ezine covering news in the religious (not always Christian) publishing arena called PW RELIGION BOOKLINE. Here's an excerpt of their report on the CBA International Convention held this summer:

BEHIND THE NEWS: The Scoop from CBA International

This year's Christian Booksellers Association's International convention met in Atlanta June 26-July 1. And while CBA publishers are basking in the glow of hot-selling titles and unprecedented media attention (PW, News, July 12), the picture for Christian booksellers is tougher. According to CBA, 271 "unique Christian stores" closed in 2003, and though figures are not yet available for this year, everyone's guess is that store attrition has not yet leveled off. While Christian publishers are enjoying record sales through multiplying sales channels, Christian booksellers are staggering under the weight of increased competition.

"As more people want to buy these books, more people want to sell them," said CBA president Bill Anderson, who told BookLine that the current number of member stores is 2,407, down from last July's 2,431 but up from January's count of 2,370. However, CBA counts multiple outlets of chains, and when asked how many of the member stores were indies (independent stores), Anderson estimated 1,600. (The conventional wisdom puts the total number of Christian stores nationwide at about 3,000, though many industry experts put the number of "viable" independent stores at no more than 1,000.)

One publisher who requested anonymity offered this analysis: "CBA stores made a big mistake when they redefined themselves as 'retailers' and gave up so much square footage to gifts, and books became such a smaller part of their inventory. Then the big boxes and the ABA stores ramped up their SKUs of Christian books, and the CBA stores lost their place in line as booksellers." He added, "Evangelicals have become more culturally sophisticated in the past 15 or 20 years. Maybe eight of the 10 books I read this year will be something other than religion, and I'll probably buy those at Borders or Barnes & Noble. I'm more likely to buy the two Christian books I want while I'm there than to drive to the Christian bookstore across town. When I talk to Christian booksellers about this, they are in total denial." --Lynn Garrett

To subscribe to PW Religion BookLine, please e-mail your request to:

custserv@espcomp.com

That's all for now. have a great day!

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak

Friday, September 03, 2004

Smugmug—Hosted Images

Dear Authors,

This BOOK BUZZ! will be short but sweet. It's to let you know about a service we are providing for our Evergreen Press, Gazelle Press, and Axiom Press authors that will be a useful resource in promoting your book(s). The service is available at a website called Smugmug.

We have set up several image galleries at Smugmug:

1. Evergreen Press covers
2. Gazelle Press covers
3. Axiom Press covers
4. Evergreen Press authors
5. Gazelle Press authors
6. Axiom Press authors
7. Our imprint logos
8. CBA convention photos
9. The home office here in Mobile
...plus others

Here is the link to visit Smugmug:

http://Banashak.smugmug.com

After you click this link, you're taken to my homepage at Smugmug. There my short greeting will mention a few benefits of the site and provide a brief orientation.

The purpose for using Smugmug is:

1. To enable you to easily share your cover or bio images with the media or other interested parties. Your picture and cover links can be a great addition to your hardcopy or electronic press kit.

2. To enable you to easily order promotional materials based on the cover of your book(s). You can order poster prints up to 30" x 40" as well as t-shirts, mugs, buttons, and a host of other promotional materials featuring your book cover. If you don't have a color printer, you'll appreciate Smugmug.

3. To provide a way for you to access your cover image anytime of the day or night. If you don't have a scanner, this could come in handy.

I have tested the printing for an 18" x 24" poster and found the quality to be top-notch. The poster was delivered in a few days via priority mail. The prices seem very reasonable too. The poster was about $20 plus postage—about half the cost of Kinko's!

If you need help using Smugmug, just click the "help" link at the top of the page and most of your questions will be answered. If not, then contact me.

We have already uploaded many of our author photos and cover images. If your image files are not up, let me know.

One more thing. If you like the idea of Smugmug and would like to use it yourself, you can sign up free for 30 days (but be careful; if you don't use Smugmug every few days, they will delete your free trial account). You're better off signing up for the basic service—it's only $29 per year. If you do decide to sign up, enter my email address in the referral box and save $5 off your subscription. (That's brian@evergreen777.com.)

That's it for now. Have a great day!

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak

Saturday, July 31, 2004

The Big Picture

Dear Authors,

In this issue of BOOK BUZZ! I'd like to talk about staying on track with the big picture of book promotion. It's easy to get sidetracked into one way of promoting your books--staying in your comfort zone. Earlier BOOK BUZZ! e-zines have addressed various ways to promote your book. In this issue I want to list the four major strategies and sub-strategies for promoting your book. I've mentioned some of these in different places at different times. I thought it would be helpful if you had them all in one place...

SPEAKING

I've listed speaking first because it is probabbly the most effective way you can promote your book. Within this category are several options depending on your book's subject or your level of speaking ability. I'll list the easier ones first and progress to the more demanding venues.

1. One-on-one conversations: Sitting next to someone on a plane, meeting someone at a gathering, bumping into someone on the street or in a store can all be great opportunities to tell people about your book. Keep it conversational--don't launch into a long presentation. If you are not comfortable with public speaking, this is a good way to break the ice. If the person seems interested in your book, sell them one on the spot, give them your business card, or tell them where they can get your book.

2. Small groups: These could be a Bible-study group, Sunday School class, or even a Rotary Club meeting. Here the presentation is more structured but still informal. You can allow comments or questions as you go. Try to blend
the subject of your book with the interests of the group. Have a supply of books on hand for sale if the group allows it. Otherwise have a handout or business card you can give to interested people. One of our authors often sells more copies of his book than there are people in the meeting!

3. Church meetings: This will involve entire congregations, and the audience could be quite large. In this setting you will usually need to tailor your message to the greater needs of the congregation, referencing your book as a resource, not the focal point of your talk. Near the end of your message, mention that your book is available in the foyer (it should be) and can also be special ordered from any Christian bookstore (if it's listed in BOOKS IN PRINT).

4. Seminars and conferences: Seminars can include scores of people, and conferences can draw hundreds or thousands of participants. If you've gotten experience with the smaller venues, you may be ready for the big time. In a seminar or conference you're going to know about the interests of your listeners, so stay focused on their needs. If the event ties in with your book's subject, you can practically use your book as a textbook. Check with the event organizers for information about selling your book. One of our authors sold 800 copies of her book at a major women's conference!

You'll find more tips on speaking in BOOK BUZZ! #2.

INTERVIEWS

When you do interviews, you can reach audiences of hundreds, thousands, or even millions. As with speaking, I recommed you start small and work your way up to larger stations/publications.

1. Radio interviews: Talk about the subject you pitched to the program producer. Start with small/local stations/papers and work your way up. Radio interviews were covered thoroughly in BOOK BUZZ! #3 (we even included a list of 1000 radio stations that you can call). You'll usually have lots of opportunities to plug your book--shamelessly--on radio. If the interview is on a small station or if it's at an odd time slot, you won't sell many books. Drive-time interviews on big stations can result in significant sales.

2. TV interviews: These are more demanding because 1) you have to travel somewhere to do them, 2) you have to dress up for them, and 3) you must be better prepared (you won't have a cheat sheet in front of you!). If you can handle those demands, you can reach potentially larger audiences than you could any other way and impact them more deeply than a radio interview. TV is usually more restrictive about plugging products. Ask the program producer what is allowed/what they will provide. It may be limited to a mention by the host or they may flash the information on the screen. Sometimes larger programs will buy your book in anticipation of call-in sales. They do this as a form of fundraising. One of our authors did a TV interview that resulted in a purchase of almost 1000 copies by the ministry!

3. Print interviews: Newspapers and magazines, especially local ones, like to feature local book authors because they view you as a literary cousin. Print interviews (and feature articles) usually start with the submission of the humble news release. It is said that 1-4% of press releases result in some form of press coverage. This percentage could probably be improved if you take more care in targeting your releases rather than broadcasting them. Good coverage in a large size publication could result in dozens of copies being sold (although it can be difficult to track results from this medium).

PUBLICITY

Publicity is one of the most powerful forms of book promotion, but also one of the least understood. The rules of the publicity game are much more complex than with speaking and interviews. Various media have their own preferences when it comes to PR--and these preferences sometimes conflict with other media! In addition to that, since 9-11 many media people are leery of opening email attachments in fear of viruses or opening packages that might contain anthrax or a mail bomb). To get past this problem, call them first.

1. Press release: Even If you're not too keen on sending out lots of press releases, you still need to have a good one when the media asks for it. Your release needs to have a killer headline that stops the media dead in their tracks because you only have about five seconds to capture their attention. Then it needs to be newsy not addy. A press release is not an ad for your
book, it's a germ of an idea for a story or program that includes your book as a resource. Every release should include complete contact information for the sender of the release. It is also appropriate to include the basic buying information for your book: size, number of pages, binding, ISBN, price, where it's available, and publication date.

2. Media kit: This includes your news release, bio page and author photo, and a copy of your book--at a minimum. Other pieces that can be included are: a tip sheet (like a top 10 list), a list of other resources (people, web links, or articles) for the media which might help them in putting together an article or program, clippings of previous articles about you and
your book, copies of taped interviews you have done which demonstrate your ability on air, and just about anything else that builds your credibility. Since media kits cost so much to put together, only send them to media
people who request them. On the outside of the envelope or package write: "The media kit you requested is enclosed."

3. Articles and columns: These are articles and columns you write yourself and offer to publications (usually free of charge). One of our authors has had his column featured in several publications in his state. An article is harder to write because it's longer and usually requires inclusion of other sources besides yourself as the authority. But then when it's done, it's done. A column is a lot easier to write, but then you have the burden of sticking with it over time and coming up with fresh material week after week or month after month. Nevertheless, these are great ways to build local or regional visibility. A cousin of these are the radio and TV program, but these are beyond the scope of this BOOK BUZZ!

INTERNET

You'll notice that we have progressed in this issue from a more primitive form of communication (speaking), through the print medium (just a few centuries old), to broadcast media (an invention of the last century). That takes us to the future of communication: the World Wide Web. The internet has revolutionized communications, marketing, and a host of other areas of our lives. It's so new it's still being invented and all of us are scurrying just to keep up with the latest technologies.

1. Email: It seems so commonplace now, but what would we do without it? Yet the lowly email is often overlooked in favor of other slicker technologies as a marketing medium. The real power of email is that you send it to those
you know (it's proactive). If you can make your emails interesting enough, they will be forwarded to others, who will forward them... When that happens, you have what's called viral marketing and it's very powerful in spreading the word rapidly.

TIP: Whenever you meet someone or do business with them, always try to get their email address. It's so much quicker, easier and cheaper to send an email to 100 people than it is to call or write to them!

2. If your book is available at Amazon.com, be sure to get your friends to write a review for your book and post it at Amazon. It's really easy. First, go to the detail page where the book is listed at Amazom.com. Then scroll down to customer reviews and click the button "book!" The next screen asks you to login or register with Amazon. Finally you are taken to the review
page. Follow the on-screen instructions and read their rules, then submit your review. It will show up in about a week. When I go to Amazon to buy books, I read the reviews and base my purchasing decision partly on them. So, GET THOSE REVIEWS!

3. Author website: Needless to say, I could spend a whole BOOK BUZZ! (or series of them) talking about websites. I could tell you most everything you need to know to get started building a website. But, that is beyond the scope of this blog. May I just suggest that if you don't already have a website that you start thinking about it? Make a plan: What would the purpose of your site be? What would you feature on it? Would you try to have e-commerce (that was one of my big questions)? Would you do it yourself or get a webmaster's help?

4. E-letter or e-zine: I covered this in depth in BOOK BUZZ #5.

SUMMARY

When it comes to book promotion (as opposed to sales) these four areas are the ones you need to major in. These will give you "the most bang for your book." If you concentrate on these four strategies, your book can't help but be successful.

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak

Saturday, June 12, 2004

Speaking Fees

Dear Authors,

I previously sent a poll to our authors requesting help in advising a fellow author about how to charge for speaking engagements. I was somewhat overwhelmed by the response I received! It was one of the largest responses to any of my communications.

The responses were so diverse and comprehensive that I decided to do a whole BOOK BUZZ! on the subject. After reviewing the various answers, it became apparent that it would be very difficult to offer a single definitive answer on the finances of speaking. Every author's situation is different, so the finances of speaking will vary greatly. But, it will be helpful to hear from those who have been doing it for awhile and learn from their experience.

Thanks to all who shared and have granted permission to be quoted!

RANGE OF SPEAKING FEES

In a nutshell, the speaking fees/honorariums mentioned ranged from $0 up to $5000! Why such a spread? The $0 responses came mostly from new authors who were reluctant to charge anything, or from those who are trying to gain experience. In some cases, even highly experienced speakers have charged nothing with certain non-profits such as Rotary Clubs or church mission groups who have very limited budgets. Still others will speak for free to help a group in their fundraising.

On the high end, one author reported receiving in excess of $5000 for a single event (a national network marketing organization).

Most of the responses were in between these two extremes. New authors speaking to small groups reported $50 or more per speech/message. Authors speaking to medium or large churches reported getting $200 or more. And authors speaking to conferences reported $1000 or more.

The amount of experience an author has speaking has a bearing on the fees/honorariums. Generally speaking, the more experience and/or notoriety you have, the more you will receive.

LOVE OFFERING VS. FEE BASED

Some authors use love offerings exclusively while others prefer set fees. Still others use a combination of both methods. It is clear that some authors' positions on this is a matter of faith.

I would say the majority of respondees said they use a love offering in a church setting and a set fee when speaking to a secular group.

WHAT ABOUT TRAVEL EXPENSES?

Here's one area where there was a general concensus: Most authors said they are reimbursed for their travel expenses, whether it's a church or a secular engagement. Unless a speaking engagement is local, virtually all organizations expect to reimburse a speaker for travel expenses.

My suggestion would be to calculate the specific expenses you expect to have and let the group know what they are in advance, rather than letting them use a set amount or telling them after the event.

EXCERPTS FROM AUTHOR'S RESPONSES

"The subject of fees has always been perplexing to me. I am mystified as to what I am worth....My own take on it is that one has to be well-known for anyone to be willing to paying anything! This gives credence to your wise counsel in several of your "Book Buzz" e-mails, namely, the benefit of accepting speaking engagements for no fees and/or a love offering with the
proviso that we are permitted to sell our books." --John Grogan, author of HELP, I'VE FALLEN AND NEED A GOOD LAUGH

"I have spoken at a state conference as a Key Note presenter...and they asked me to quote a fee. I...asked for $2,000.00 for a three hour presentation. They gave me $3,000.00. There have been other conferences and churches...and most offer a "stipend." Each one is different but the common amount is $100.00. However, many of the conferences that I have presented for are done on a volunteer level. Especially...if my participation is at a workshop level and not a key note....What I have learned, each conference is different and dependent upon a budget. However, I have never turned down a chance to speak regardless of money because it gets the message out and it gives me references. Especially at the beginning, it really gave me some exposure and credibility." --Kelly Vates, author of SHATTERED INNOCENCE

"I do love offerings at churches and charge a set fee for Women's Retreats and Youth Conventions. The reason I charge the retreats and youth conventions is because they often sell tickets to luncheons and stuff and make quite a bit of money, and if I don't charge, they end up giving me a couple hundred bucks and pocketing a couple thousand and then I have become a fundraiser! So, I make the organized group event fundraise for my fee before I get there. Of course, there are the groups like the Wisconsin Pastor's Wives convention where they have a set honorarium of $1,000 for the weekend and that is fine with me. Actually, any amount would be fine with me there because the pastor's wives come for free and the district pays for the whole thing and it is a very worthy cause to edify and encourage the pastor's wives. So, basically, a love offering is the way to go, because you are in a position to trust God yourself that way and the people, once they have heard you, are usually quite generous." --Sandi Querin, author of THE PRAYER OF JOB

"When I do art workshops the host club or organization usually has a sum in mind. When speaking about the Lord, the rule I follow is the biblical admonition to "buy the truth and sell it not." However, if a person had no other source of income, I think a love offering is always in order, rather than a speaker demanding a guaranteed amount. If travel and lodging are involved it is reasonable to expect at least those expenses to be reimbursed. I can't imagine myself setting a sum that I have to have for a speaking engagement, but I know it is an accepted practice. The thing to do, I suppose, is to get it settled at the beginning what the host will expect. Most will more than likely be generous." --Joe McCormick, author of TOON-UPS FOR THE SOUL

"I have been doing lots of speaking this spring. I always tell people that I will go anywhere, as long as they can cover my mileage and allow me to sell books. The booktable is where I make money. I find that usually they pay me enough to make it worth my while. When anyone asks what other people pay me, I tell them that in the area of $50 per speech is standard. I also work through CLASServices Inc. When they arrange speaking engagements for me, the money is substantially more... $400 PLUS all expenses for a one day seminar. --Raelene Phillips, author of PUPPY IN THE PULPIT

"That is about the hardest question you can ask. If she is speaking in churches, a love offering is good because that does not count as income (you can see the benefit of that). The down side is that you don't have any control over how much you make....Typically, getting speaking opportunities is not as easy as we would like for it to be. In the beginning I would suggest booking as many opportunities as possible, even if it is for free. Once the name recognition starts kicking in, it is easier to get booked. If she wants to establish a fee, start low and build it up as the market will bear. If she is getting more bookings than she can handle, up the fee. If less, then maybe lower the fee. This is more art than science and you have to start somewhere and feel your way along. This is not a cut and dried answer, but it corresponds with my experience." --Dr. Freddy Davis, author of SUPERCHARGED! and former owner of Podium Power Speakers Bureau

IN CONCLUSION

Another thing virtually everyone agreed on: Make sure you discuss the finances with the church or group in advance and come to a clear agreement.

Well that's it for this issue. I hope you have benefited from the great
information your fellow authors have shared. And a very big thanks to
Candace Long, author of the book WIRED FOR CREATIVITY-HOW TO DISCOVER, DEVELOP, AND USE YOUR GOD-GIVEN GIFT, for asking the question.

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak

Saturday, May 15, 2004

Getting Book Endorsements

Dear Authors,

In this issue of BOOK BUZZ! I'll talk about how to get and benefit from testimonials and endorsements for your book. This is important whether your book has already been published or not. Third party validation is one of the most powerful tools for buzzing your book!

WHY YOU ABSOLUTELY HAVE TO GET T&E'S

T&E's (Testimonials & Endorsements) are an essential part of an author's book promotion arsenal. T&E's provide third party validation. That means someone other than yourself or your publisher verifies that that your book delivers on its promise to benefit the reader in some way. T&E's are more powerful than the best pitch that a Madison Avenue copywriter can create
because it's the real-world experience of a real person. T&E's provide credibility for your book in a way no ad, brochure, or website can by themselves--unless they also include testimonials and endorsements.

Think about how you react to a T&E yourself. Don't they seem to carry more weight? Don't they tend to dispel questions about the product? At the heart of every word-of-mouth campaign is/are strong testimonials and/or endorsements!

HOW TO GET MORE TESTIMONIALS

Testimonials are the positive, true, and persuasive words that a reader of your book shares with another--about how much they like your book. It's good if they share it with a prospective reader because that will encourage the other person to buy and read your book. It's even better if they share their experience with you because you can then, with their permission, "broadcast" the testimonial to many others.

In today's world of hype and spin, people tend to downplay what a publisher or author says about their own book(s). But when a third party has something good to say, it's hard to ignore or argue with their experience.

Here are some ways to get testimonials for your book:

1. Ask for them! When someone says something positive about your book, ask: "May I quote you on that?" Write it down immediately (always carry a small notepad with you) or have them e-mail it to you (be sure to follow up on promised e-mails).

2. Invite people to call your toll-free testimony hotline. An easy way to set up a testimony hotline is to subscribe to Audio Generator. For more information, click this link:

http://members.audiogenerator.com/call4.asp?x=29292

3. All of your promotional materials should include an invitation to share a testimony.

HOW TO GET MORE ENDORSEMENTS

Endorsements differ from testimonials. Testimonials come from the person on the street who reads your book and shares how it changed their life. Endorsements generally come from experts, celebrities, or other authors who affirm your trustworthiness as an author and the effectiveness of what you've written. They do not usually include a personal word about how the book helped them overcome a problem.

The message of an endorsement is different from a testimonial but the impact is just as powerful--sometimes more so, if the endorser is well-known. Many authors look for endorsements from those close to them: a pastor, radio announcer, professor, etc. These type of endorsements, although they are third party, do not carry much weight outside your immediate circle. It would be better if people such as this gave you a testimonial instead.

How do you get the high-profile endorsements that can really help your book sales?

1. Again, you have to ask! "You have not, because you ask not." These people probably don't even know that you exist--let alone know that you've written a book. But, when asked, you'll be surprised how many will say yes. Remember, it can be in their interest to have their name circulating on the cover of your book.

2. If you're in a denomination, the head of the organization can be a very good endorser, carrying much weight with that group of people. When you send your book/manuscript, let them know you are part of their organization.

3. Getting the endorsement of another author is almost always a good idea. If the author is well-known it is definitely a great idea. The more famous ones are busier and will be harder to get, but it's worth a try. If you don't personally know the author, talk to someone who does. If you quote the author in your book, mention it. If the author has had a major influence on your life, mention that too and thank them for it.

4. Celebrities should be approached based on their proven interest in your subject. If you know them personally, that works too. How do you know if they have an interest in your book's topic? Well, you'll just have to do your homework. Start with Google Advanced Search (just go to Google and click "advanced search." Enter your book's topic on the top line. Then enter
the person's name on the second line. Ignore the bottom two lines. Click search and see if you get any hits!

5. Check out the attached pdf document: blurbs.pdf. It's got lots of additional ideas for snagging great endorsements. Note: Evergreen Press and Gazelle Press authors can get this pdf by contacting their publisher.

6. Some authors have found that offering to provide a few pre-written endorsements for the person to pick from--or modify--can help to get an endorsement from a very busy, but sympathetic celebrity.

7. How do you find the contact info for potential endorsers? Again, go to Google. It amost never fails.

HOW TO USE T&E'S TO PROMOTE YOUR BOOK

T&E's should be an integral part of your book promotion. They should be used everwhere you have an opportunity. Here are a few suggestions:

1. On your printed materials (flyers, brochures, biz cards, ads, etc.)

2. On your book (front cover if very strong). If your book has already been printed, you could include a nicely printed insert. Of course, they can be added when a reprint is done.

3. On your website. The nice thing about websites is that you can change them regularly to include new T&E's.

4. If you have an exceptional endorsement or testimonial, you could even mention it from the pulpit/podium. But don't over do it: one endorsement and/or two testimonials at most.

I'VE SAVED THE BEST FOR LAST

What is the very best way to get great endorsements and testimonials? Write a great book that really benefits your target audience. Don't try to write for everybody. A book that's written for everybody, appeals to nobody!

Well that's it for this issue. I hope you have been stimulated to go after
more T&E's. Why not set a goal to get at least one new one every week?

Warmest Regards,
Brian Banashak
© 2004, Brian Banashak