New Book Marketing: how today’s author launches a book.
By Melodie Campbell
New Book!! Gak – I have a new book coming out January 29. The Goddaughter Does Vegas is number 6 in an award-winning series (Derringer and Arthur Ellis – yay!) Because of that, I do have some expectation of sales from previous readers of the series (bless your totally wacky hearts.) But still, I have to get the message to them and to potential new readers, that there is a new book coming out, in this very noisy marketplace that scares the pants off me.
Full disclosure: I am a professional marketing director and professor of marketing, newly retired. (I teach Crafting a Novel exclusively now.) So I’ve had many years to think about the process of promotion, and study the effects.
When I was a marketing director, some of us kicked around this saying: We know that half the advertising dollars we spend are wasted. Trouble is, we don’t know WHICH half.
I liken this to promotion time. You can spend a pantload of time promoting your books, to the point that you don’t have time to write any new ones. So how do you make best use of precious time? What works and what doesn’t?
This post is about what has worked for me. But it also illustrates what is done behind the scenes, by my publisher.
But Publishers Don’t DO Anything Anymore to Promote Your Books, Right? WRONG.
Writing a book is fun. Sure, it’s a lot of work. But most writers admit it’s a lot more fun writing a book than marketing it. I’m fortunate to be with Orca Book Publishers, a medium-large Canadian publishing house. They do a lot of house promotion of my books. I regularly hear people complain that publishers don’t do anything anymore to promote your books. That’s simply not true. Here, I’ve broken down what they do, and below that, what I do.
WHAT ORCA DOES
1. First, they pay me an advance:
Believe me, that rocks. I get what would be called a ‘very nice advance’ for my books. I get paid in three stages: one third at contract signing. One third at manuscript acceptance. And one third when the book hits the shelves. They also pay for all the costs associated with cover design, editing, production, distribution, etc. To replace these services at professional rates would cost me thousands of dollars.
2. Catalogues:
Usually, there is a fall season and a spring season for book buying. Each new book is given a full page in the Orca Book Publisher’s catalogue, when it comes out. This catalogue goes to all potential bookstore buyers, big chains, library systems, etc.
3. Info sheets:
Orca creates info sheets (very much like the catalogue promotion page) for each new book.
4. Sales staff:
Orca sales people meet with the buyers at the major chains prior to book launch. I was surprised to hear that a great percentage of my sales are pre-launch. The publisher can judge ‘interest’ not long after the ARC (advanced reading copy) comes out, and the initial pre-launch reviews come in. Sometimes this can instruct Orca to print more books than the original plan.
In addition, Orca sales people go to Canadian and American national library association trade shows, provincial and state library conferences, book fairs including Frankfurt, and other places to promote our books.
5. Reviews:
Orca submits my books for review to important places like Library Journal, Booklist, Ellery Queen Mystery Magazine, Canadian Mystery Reviews, etc. In addition, they target industry mags that also review for school audiences. (My books are adult, but crime capers like mine are popular in high schools, I’m told. This matters. Teen fans might become adult readers of my books in the future.)
6. Distribution:
Orca gets my print books onto physical shelves I can’t reach on my own. Library systems are major buyers of my books. Chapters/Indigo, Barnes & Noble, Walmart – I would not be able to reach these large retail outlets on my own. Also, I’m in Canada. My publisher has international rights to my books, and most of my sales are outside of Canada. They have tapped several markets I couldn’t.
7. Launch:
Orca creates posters for my book launch, provides me with bookmarks, and pays for modest refreshments.
To recap: I know I’m fortunate, particularly from the point of view of distribution. If I self-published (and I have self-published my fantasy backlist) I could produce info sheets and bookmarks quite easily. But I simply could not reach large bookstore chains and an international audience to the extent that Orca can. And yes, Orca does have expectations for me, with respect to promotion.
WHAT I DO
1. Website and blog:
I maintain an author website/blog. Check out how I’ve done this, with the blog as my homepage, a main page for all my books (with links) and additional pages for series info, press, and photos. melodiecampbell.com
I post to the blog once a week and have been doing this since 2011. Since I write mainly humorous crime books, my posts are mostly humor. I’m a former comedy writer (stand-up and newspaper humor columnist.) I average 1500-2000 hits a post. Readers are from all over the world.
I have no idea if these people read my books. Damn, I hope they do, because this is a lot of work! I maintain the site myself. It’s time-consuming, and the kick is, I’m terrified to stop, because it might affect sales. Bottom line: The blog is linked on Goodreads and Amazon. People who wish to, can hear from me once a week. It keeps me in touch with readers.
2. Sleuthsayers:
I’ve had over 75 blog posts on Sleuthsayers now. Sleuthsayers is a well-visited and long-running blog that features award-winning crime writers. I’m on every 4th Saturday of the month. It keeps me in touch with an audience I would otherwise have trouble reaching.
I work hard to make sure my posts are not blatant book promotion (in fact, most of my posts are comedy.) However, I do provide a link to a book or my website at the bottom of each post. If readers like my posts, they can find a link to discover my books easily. It’s their choice
3. Guest Blogposts like this one.
I seek out and respond to invitations to ‘guest’ on other author blogs, and I reciprocate. Meeting Anne as I did five years ago (*waves from Canada*) demonstrates exactly what it’s all about. My books are humorous to the point of being called madcap comedies. I know that’s the sort of audience that would also like Anne’s books. When we appear on each other’s blogsites, we may reach new readers – exactly the sort of people who might like our books too. In fact, I know this works. At least three of my readers have told me they now look forward to Anne’s new releases.
But be careful here. There is little point to appearing on another blog if their audience isn’t your audience. Find out before you approach the author. I am astounded by the number of people who ask to go on my blog, who have never read a single book of mine. These people without exception don’t write humorous books. My audience isn’t their audience. Don’t waste my time or yours.
4. Facebook and Twitter:
I’ve had social media pages since my first novel came out. I definitely use these to promote my books BUT – I am careful not to spam. Here are my rules for posting:
Post when you have news. And that would be:
- Cover reveal time
- When you learn the launch date for Amazon and in-store availability
- When you know the in-person launch date
- The week before both launch dates
- The day of each launch date
- If you receive good reviews from Booklist, Library Journal, PW or EQMM
- If your publisher puts one of your books on sale
- Possibly, if your book is connected to a holiday. (The Goddaughter’s Revenge is set during Halloween time and there is a masquerade party in the final chapter. This year, I posted this book as a Halloween read.)
I do NOT spam readers over and over with the same content. I do not post every time a reader leaves a review on Amazon. No one wants that. The trick is to post when you have NEWS. Everyone will forgive that.
Note: I also promote my blog posts on Facebook and Twitter. Not relentlessly; just once a week, when a new blog post goes up. My friends and fans often retweet and share these posts. I do the same for them.
5. Public Appearances:
Last year, I was a guest of honor at the Women Killing It crime festival in Canada. In addition, I was on the Bouchercon 2017 committee, participating in many events and a panel that rocked (due to great international fellow panelists!) As well, I appeared 24 times at libraries and other venues. Two a month, on average. I get around (I can hear Anne singing from here.) I look for opportunities to reach the public.
6. Radio:
Each time a new book comes out, I appear on a Sirius XM radio talk show. (Man, I like radio. I look so much better on radio.) How did I get this gig? Well that’s how the whole networking thing works (story to follow.)
WHAT I DON’T DO
1. I no longer do Facebook launch parties.
This was a ‘thing’ about four years ago. (A thing I never quite got, to be honest.) I think we are all weary of virtual launch obligations.
2. I’m not on Instagram.
Maybe I will be in the near future. It’s simply a choice I’ve made because these things can be such a time-suck. I am well-established on Facebook and Twitter, and work my pants off to keep up with those.
3. I no longer have a newsletter.
This is because of the Canadian spam laws that came into effect in 2014. It is now illegal to send a promotional email (or newsletter) to someone who has not signed up for it. You must be able to prove that they signed up. You cannot even send an email to someone asking them to sign up for it. The fine for one offense is huge – $10,000. Many of us long-time writers dropped our email lists with the new law.
That’s one reason I don’t do the newsletter anymore. I keep in touch with readers through my blog instead. The other reason is that I HATE receiving newsletters myself. In the glory days before 2014, dozens (okay, hundreds) of people signed me up for their author newsletters without my consent. I really resented having to delete so many unsolicited emails every day. I invoke the Golden Rule here. Do you like receiving author newsletters? Let your response guide you. (I’ll be writing more about newsletters in December…Anne)
THAT NETWORKING STORY:
Years ago – late fall of 2013 – I did one of my typical presentations at a large retired elementary teacher association meeting. (I do a half standup, half research presentation on the History of Humour. I’m a prof at Sheridan College, and did original research in humor.) Great audience, about 100 people. Sold some books there, but not enough to be noteworthy.
What WAS noteworthy: not long after that, I got a call from a journalist at The Toronto Sun (big newspaper – metro Toronto has a population of 6 million.) Apparently, an audience member from the teacher presentation had a relative at The Sun, and told her they should interview me. So they did. The article appeared in January 2014, and The Sun called me Canada’s “Queen of Comedy.” I will forever be grateful for retired teachers.
A week passed. Then I got a call from Terry Mercury, producer at Sirius XM Radio. He had seen the Sun article, and asked if I’d like to come on the show.
And that’s how networking works. Get out there. Take every opportunity to meet the public. It only takes one person to pass your name on.
Final note:
I had the honour of sharing the stage with Peter James last year. He’s a top-selling thriller writer in England (over 20 million sold). What surprised me is he flew to Canada, and appeared at two bookstores (one in downtown Toronto, and one in the west end.) Linwood Barclay interviewed him downtown. I interviewed him in the west end bookstore. It was standing room only at my gig – and that meant maybe 40 people.
We had a blast.
Peter was at first shocked by my wild humor, and then met me line per line. My point is: here is a guy who sells a million copies a title. And he still makes the trip to Canada to meet a total of 80 people in two bookstores.
Here’s the thing: those 80 people all became new fans. Peter James taught me a lesson I won’t forget: You’re never too big to meet your audience.
by Melodie Campbell @MelodieCampbell, November 11, 2018
Featured photo by Jaredd Craig.
What about you, scriveners? How do you plan a book launch? Did you think traditional publishers did it all? Did nothing? Do you have any questions for Melodie?
For more great advice from Melodie, check out her post on How to Write Funny Novels…and Why You Shouldn’t. How to Give a Book Reading, and Top 10 Peeves of Creative Writing Teachers
Melodie Campbell
Ellery Queen Mystery Magazine called her “the Canadian literary heir to Donald Westlake.” The Toronto Sun called her Canada’s “Queen of Comedy.” And Library Journal compared her to Janet Evanovich.
No surprise, then, that Melodie Campbell got her start writing stand-up. In 1999, she opened the Canadian Humour Conference. Melodie has won ten awards, including the Derringer and Arthur Ellis, and is the past Executive Director of Crime Writers of Canada.
You can find her website at MelodieCampbell.com
BOOK OF THE WEEK
Shortlisted for the 2018 Ontario Library Association Golden Oak Award!
Gina Gallo is a mob goddaughter who doesn’t want to be one. Her inept mob family never gets it right. When a bootlegging operation threatens to jeopardize her Christmas wedding, Gina is once again drawn into the family business, with hilarious consequences. Another madcap adventure for the lovable Gallo family that proves the rule ‘Why should things go right when they can go wrong?’
“The Bootlegger’s Goddaughter is a miniature gem, the work of an author at the absolute top of her game.” Don Grave, Canadian Mystery Reviews
Book 5 in the multi-award-winning Goddaughter series is available at Barnes&Noble, Chapters/Indigo, and all the usual suspects.
OPPORTUNITY ALERTS
WOW! WOMEN ON WRITING FALL FLASH FICTION CONTEST $10 ENTRY FEE; CRITIQUE OPTION FOR AN ADDITIONAL $10. Deadline November 30, 2018. The honorable guest judge this season is Literary Agent Heather Flaherty with The Bent Agency. Short fiction of any genre: 250 – 750 words. Reprints and multiple submissions okay. Limit: 300 entries. First Place: $400, publication, interview, and $25 Amazon Gift Certificate. Many great 2nd, 3rd, 4th place prizes. Top 10 stories to be published in Women On Writing ezine. Deadline November 30.
SERVICESCAPE SHORT STORY AWARD NO ENTRY FEE. They’re looking for any genre of short fiction. Maximum 5,000 words. Prize is $1000 in addition to publication in SERVICESCAPE. Deadline November 30.
Columbia College Literary Review Editors’ Prize contest. FREE! They’re looking for creative nonfiction or fiction. Up to 5000 words. Prize: $100 and publication in the 2018 edition of CCLR. Deadline December 1.
Bad Dream Horror/Humor Anthology. They’re looking for original horror fiction with a strong sense of comedy. They discourage old tropes like vampires, zombies & werewolves. 1500-8000 words. Pays 6c a word plus royalties. Deadline Dec. 31st.
DISQUIET LITERARY PRIZES $15 ENTRY FEE. Fiction, Poetry, and Nonfiction categories. Up to 25 pages for prose 10 pages for poetry. The top fiction winner will be published on Granta.com, the nonfiction winner in Ninthletter.com, and the poetry winner in The Common. Grand prize winner will receive a full scholarship including tuition, lodging, and a $1,000 travel stipend to Lisbon in 2019. Runners-up and other outstanding entrants will receive financial aid. Deadline January 10, 2019.
Don’t let those published short stories stop working! Here are 25 Literary Magazines that will take reprints.
Melodie—Thanks for such an informative post just loaded with great advice for authors new and experienced. So many on-target, practical tips!
r, thank you so much for your comment! I think what I neglected to mention above (swat upside the head) is that what worked in 2011 is not enough – the marketplace has changed so much. Really, every year I’m learning something new.
Melodie, I appreciated the list of what you do to promote your books, but even more by what you don’t. With only so much time and creative energy, we all feel we have to do this and this and this, ad infinitem. You have put time and effort into seeing what works and what does not, which is a good reminder to all of us to take a breath, measure our results, and proceed from there.
Carmen (I love your name, by the way) you are so right. We always feel we can never do enough. Always more we could do, more time and money we could spend on promotion. I’m still wavering about Instagram. I’ll look forward to someone on here telling me I should ‘just do it’ – grin
Thank you for the good advice, Melodie. Advice I got from my first editor was that since one can’t do everything, one should choose the types of promotion one most enjoys. Now, would someone please tell me how not to feel guilty for the types of promotion I could do, but don’t???? Oh, right, Melodie, you just did. Thank you!
Ginger, it’s hard not to feel guilty, because there’s always something more one could do. I’m awed at how some authors are masters at this. Thanks for commenting!
My publisher does a lot of the same things for me although they don’t focus much on the bookstores but more on libraries and schools.
I’ve never had a newsletter. I don’t feel bad about that anymore.
I do continue my blog though. Someday maybe I will produce another book and then I’ll need it!
Alex, I consider you the master in this, with your blog! You have incredible reach, and you’ve really helped people with the network.
Melodie this is spot on. As a traditionally-published author I’m well aware of the hard work my publicity team puts into the pre- and post-launch of my books. Do I wish for wider traction? Of course. But unless you’re a celebrity or have inside connections, the reality is that we need to connect with readers in whatever ways we can. I decided against a newsletter for similar reasons. I rarely read them and most of them do feel like spam. I’m on Insta but don’t feel “at home” there. I’d love to hear more about why you don’t think FB launch parties are worth the effort. It’s where I feel the most connected to readers, new and old. Twitter is still a challenge for me. Most of the writers I follow engage with other writers rather than readers. Not that writers don’t write, just that I wonder how authors genuinely connect with readers. I find myself mostly retweeting people I follow who are witty and insightful. And it’s difficult not to insert my political opinions because my silence feels like part of the problem. Sigh.
Thanks Anne for another fabulous guest author!
Eldonna, thank you for your thoughtful comments. What I’ve found with FB launch parties is my audience isn’t into this. So I have to beg other authors (and some readers) to show up, and that just feels wrong. It could be my own attitude. I got invited to a FB launch party once a week back in the day, and it became such a chore. I didn’t want to let people down. But i didn’t want to spend my time that way. But I do say: if it works for you, by Gawd, hold on to it with both hands, my friend!
Great stuff, Mel!!! Of course I was at Women Killing It to cheer you on and again at the Peter James evening in Burlington. I’d been a fan of his for years but loved watching the two of you riff off each other! A great evening!
Thanks for an informative and entertaining post!!
Thanks so much for those kind words, ejoan!
Thanks for this post. It’s always great to hear what various folks are doing & how it’s working for them. Keep up the good writing & marketing.
Thanks so much for commenting, cs!
Thank you for this post! I found the bit where you mention newsletters particularly interesting. I just finished reading a book – let’s call it “How Authors Get Rich Quick” – where almost a third of authors surveyed suggested their biggest asset is the mailing list and that they send newsletters aaaaaall the time. I had a minor breakdown over the fact my mailing list has 11 people on it.
Then I thought about the Golden Rule. I subscribed to perhaps three newsletters, none of which I read. When they arrive I am simply reminded “oh yes, let’s go and take a look what’s new at the website”. (I apparently also subscribed to a LOT of newsletters I never wanted to subscribe to, and those DO get read, in particular the “click here to unsubscribe” bit.) So I guess what I’m saying is “yay, not just me” 🙂
Congratulations on your upcoming book!
Love your humour Bjorn! I understand the US has enacted a similar law. Hopefully those unsolicited newsletters will slow down. Thanks so much for commenting!
Melodie, thank you for posting such a great piece on marketing. As a relative newbie, it’s always hard to know where to start and where to stop. Your advice makes sense and it’s nice to know that not being able to do it all is not always needed (or welcome!). Your books are hilarious, by the way, and I can’t wait for the new one. Vegas, here we come!
Hi Lynn! Thanks for the kind words. It’s hard to know exactly how much is enough, and even after all these years, I still doubt myself. Now wow…a girl author trip to vegas? Let’s think about it!
Thanks for such an informative and encouraging piece, Melodie. Kudos from a fellow Canuck 🙂 And thanks to Anne & Ruth for keeping up the #1 blog I look forward to each week. All of you deserve the Golden Rule Award 🙂
Garry, thank you! I’m the same – this is the one blog I read without fail, every week. I think that Golden Rule should indeed have an award associated with it.
All good advice. I’m relearning how to thread the needle of keeping my name and books out there without doing too much or too little. I feel like Goldilocks and social media are the three bears.
I wish there was an official handbook on what is ‘too much’, Alison. I love your comparison to the three bears.
Great post, Melodie. I subscribed to your blog. One request, though: I visited the Sluethsayers blog but couldn’t find a place to set up an email subscription. How can I do that?
Yikes! I’ll check that out with the head poobah and post it on here, Dean. Back tomorrow (I hope)
I really interesting and well done post. Thanks for all the information
Thanks for commenting, Lorie!
Lately the thought of marketing sends me deeper into writers’ block, so this article is a welcome list of how to spend that precious time and how not to. Thank you!
Catherine, I completely understand. For me, it’s the frustration of knowing what worked 5 years ago is not the key to marketing today. Not only do we have to keep up with what’s happening in fiction, but we need to keep up with the latest in marketing, too. That’s a huge chore.
Wonderful post, Melodie! Spot on. Not every publisher has the same reach as yours, and not every author has a publisher willing and able to market well, but knowing there are options is always a good thing. Knowledge really is power.
Dee
Thanks for commenting, Dee! What you say is very true. It took me 14 books to realize exactly what I was willing to do re marketing, and what I knew would be better done by professionals. I’m still learning.
Thank you for this post! It’s not only informative, it makes me feel better about my blogging/promotion strategy and completely visceral aversion to newsletters. I usually hear how they’re a necessary evil.
One thing I’ve read about using Instagram is that you can use it 1-3 times a week and that qualifies as having a presence. It’s a LOT less time intense than Twitter or Facebook. Book covers, coffee mugs, to-read piles, and favorite quotes are some common things to share. Plus, when you follow people, you end up seeing cute puppy pictures and not political rants, so it can be a reprieve from the other social networking sites.
You got me at cute puppies, Morgan! I have one right beside me on the floor (17 weeks old goldie-poo) Yes, I know i need to look into that. I have a YA book coming out next Sept, and that may be the place to be. It all changes, doesn’t it?
Thank you for sharing your insights and stories about promoting your books. Very helpful.
Thanks for commenting, Patricia! Appreciated.
Thanks for the solid advice, Mel! You don’t waste time whining about how unfair the publishing business is, you just deliver concrete steps that have met with success. What isn’t mentioned is the hard work and discipline that goes into blogging once a week, posting on social media and making public appearances.
As an unpublished writer, I’m printing and posting this blog beside my desk. And as a retired teacher, I loved your story about getting featured in the Sun.
Rita, it’s true. Hard work and discipline seem to be essential for an author these days. I’ll mention that to my class tonight. Thank you for your kind words!
Interesting and helpful. Thank you, Melodie.
Thanks for commenting, Leanne!
Okay Anne, I’m back trying to comment again. Lol, I have no clue what I tried to write yesterday, but I loved Melodie’s post. I can’t even imagine what it would be like to have the luxury of having my marketing looked after by someone else. And what a story how you got found by someone related to a Toronto Sun reporter. I live in Toronto too. I’m sure I don’t get out enough! Lol. Great share girls! 🙂
dg – thanks for commenting! Wouldn’t it be grand if we all had personal assistants to do our promotion? I am personally of the belief that we all should have PAs to scan our reviews and only show us the good ones. I also believe that no woman should have to clean her own house…hey, a girl can dream.
I’m definitely in your camp Melodie! 😉
I soaked up every word here. Well-written, well-said, and eye-opening (and thanks to Debby Kaye for adding the link to this post in her blog). I spoke to a neighborhood group about my children’s book Birds of Paradise. 17 people attended. All bought at least one book. A week later I heard from one of the men in attendance, who asked if I’d be on his local TV program on local success stories. One-half hour interview all about me and my books. Networking WORKS.
Loved what you had to say! As an Indie writer, your perspective was not only entertaining but informative. A must read for authors, especially those of us trying to break into the market.
Thank you for this great article.