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Five Great Things That Don’t Sell a Lot of Books: #4 Online Social Media

Social media is possibly the hardest topic on this list to write about because there will be exceptions to what I have to say, and cultivated properly, social media can do quite a bit to spread the word about a book. Once something goes viral an author may well have it made.

While there is much to commend about building up a presence on social media, and it can work over time, I’ve spoken with plenty of experienced publishers and marketing experts who caution authors about the danger of giving up on traditional marketing tools in favor of, as one put it, sitting at their computers all day to do online networking.

Don’t get me wrong, it can be incredibly powerful, especially when someone can read something you’ve written or a video you’ve made and click through to a sample of your book and then a sales page.

However, many times social media may only result in more blog views, followers, and interest rather than actual book sales. Online tools may still only make a weak connection with readers.

You can take Seth Godin’s discussion of faux followers vs. viral growth as a great example of this. Someone could spend a lot of time amassing followers on Twitter or friends on Facebook, but how many of these connections will actually become invested in your book, buy it, read it, and tell their friends about it? Godin suggests, “A slightly better idea defeats a much bigger but disconnected user base every time,” but we’re getting ahead of ourselves.

In order for book sales and referrals to happen, you certainly need to use social media and to become a contributing member of the community. However, for people to actually buy your book there needs to be a bit more going on than a weak social media connection. While social media is essential, it’s not powerful enough on its own to help authors put books into the hands of readers.

The rest of this series:

Great Endorsements

A Great Forward

Great Reviews

Online Social Media

A Web Site

 

Two Thing That Do

A well-written book that is targeted to a specific but wide audience.

A Trusted Name with an Extensive Platform

Five Great Things That Don’t Sell a Lot of Books: #3 Reviews

We’ve all picked up a movie at the video store with a great blurb on the cover from someone at a major newspaper who said, “Best film of the year!” Little did we know:

a) This person said this on January 2nd.

b) This person doesn’t like the same kinds of movies as yourself.

I’ve found that with friends and family it can be very hard to recommend a book or a movie. At a recent gathering of friends several discussed their take about the Twilight series. To a person they all thought the books were poorly written, but some admitted that the books made for great leisure reading.

Since books can serve a variety of functions, providing an escape or valuable information, it’s hard to discern based on a review and even a friend’s recommendation whether a book will be a good fit. A reviewer may praise an author’s use of description and ability to set a scene, but perhaps the story doesn’t connect. A review may lambast an author for writing a book lacking essential information about a topic, but perhaps you found just enough to make it helpful.

Reviews are a wonderful tool for drawing attention to worthy books. They may play a significant role in convincing some readers, who may have been sitting on the fence, to pick up a book.

However, when it comes to making that personal connection with readers a review is still a very limited marketing tool. Reviews should be part of every author’s publicity plan, but a good review does not automatically translate into book sales. Those who rely on them to do this will only be disappointed.

The rest of this series:

Great Endorsements

A Great Forward

Great Reviews

Online Social Media

A Web Site

 

Two Thing That Do

A well-written book that is targeted to a specific but wide audience.

A Trusted Name with an Extensive Platform

Five Great Things That Don’t Sell a Lot of Books: #2 A Great Forward

Besides lining up a great group of endorsers, I also asked a very popular author and blogger to write the forward for my book. I reasoned that any kind of positive endorsement from him would lead to instant sales.

However, the more I talked with people about the forward, I realized that many hadn’t even noticed it. Once they read it, they found it a persuasive case for buying my book. However, I began to realize that forwards aren’t quite as powerful a force for book sales than I had imagined.

The forward certainly leant me a little more credibility and I’m very glad that I had it, but it wasn’t the earth-shattering force that I expected it to be.

While a great forward should be the goal of any author, we can make the mistake of trusting things such as endorsements or forwards to do a lot more than they are designed to do. I’m very grateful for my colleague’s kind words, but his forward could only do so much by way of actually selling books.

I didn’t realize that selling lots of books had more to do with my own abilities.

 

The rest of this series:

Great endorsements

A Great Forward

Great reviews

Social Media

A Web Site

 

Two Thing That Do

A well-written book that is targeted to a specific but wide audience.

A Trusted Name with an Extensive Platform

Five Great Things That Don’t Sell Lots of Books: #1 Great Endorsements

books and pages I confess that when I worked on publishing my first book that I thought landing a few great endorsements would just about guarantee success. Whenever I read a positive nod from a writer I admire, I usually consider buying the book.

From what I can tell, I assembled a pretty good group of endorsers. They were all respected and published authors in their own rights, and they said very kind things about my book.

While I’m sure that some folks picked up my book based on their endorsements, an endorsement can only take readers so far. An endorsement may convince them to pick up your book and look it over, but a potential reader’s interest may well stop there.

I invested a lot of time into the endorsement process, which I don’t necessarily regret, but I think I put way too much trust into it. In addition, I probably didn’t work as hard on some other things that were much more important since I trusted that the endorsers would expand the appeal of my book.

Endorsements are great, but they aren’t the most important factor in selling books.

The rest of this series:

Great endorsements

A Great Forward

Great reviews

Social Media

A Web Site

 

Two Thing That Do

A well-written book that is targeted to a specific but wide audience.

A Trusted Name with an Extensive Platform

Five Great Things That Don’t Sell Lots of Books… And Two Things That Do

I thought I’d done everything to give my book Coffeehouse Theology a chance to sell a lot of copies. I was very busy in the time leading up to the book’s release and afterwards with endorsements, reviews, blog tours, and social media buzz.

While there are a lot factors that go into a book’s sales from the marketing ability of a publisher to the state of the economy (which was at rock bottom at the time of my release), I’d like to process a few things in public about marketing my book and what I learned.

These are things that you the author can control. Results may vary depending on any number of factors, and the rules of publishing are generally made to be broken. However, there are some trends I have noticed.

The more I speak with other authors and industry professionals, the more I think I missed a few strategic opportunities to improve my book’s chances because I focused on developing some areas that were certainly important, but not quite as critical when it came to selling books. They may have helped sell some books, but they were not the most important factors when it came to selling LOTS of books.

I’ll spend this week and the next unpacking some of this a bit more, including how my publishing strategy has changed over the past year.

Here are the lists that I’ll dig into over the coming days:

Five Great Things That Don’t Sell Lots of Books

Trustworthy Endorsements

A Great Forward

Great Reviews

Social Media

A Web Site

 

Two Things That Sell Lots of Books

A well-written book that is targeted to the needs of a specific but wide audience.

A Trusted Name with an Extensive Platform (One note: the 5 things in the list above are part of a platform, but there is much more to a marketing platform than those 5 things)

The “Why You?” Question in Publishing: Your Education

Authors who are selling their work to publishers will need to convince an editor that they have the qualifications to publish. While work and personal experiences may prove valuable in selling a book to a publisher, an authors education may also help answer the question, “Why are you the person to write this book?”

Attending an MFA program in writing is one of the most discussed ways that you can improve your chances at publishing.

There is a lot of spirited debate online and offline about the merits of an MFA program. On one hand, critics say that an MFA is a terminal degree that may not help your writing as much as you’d expect if the majority of your critique comes from fellow writers. However, if your goal is to simply write more often, then an MFA is just what you need. In fact, one advocate of MFA programs shared that these programs may simply enable more writers to take themselves and their craft more seriously.

It’s also important to remember that every program is a little different. There are different levels of interaction with professors depending on the school and the type of program—such as a low-residency program that may provide more direct contact with a professor. A lot of questions may be answered by taking a course or two to see if it’s what you need.

In my own case, I attended a graduate school to study theology in order to gain more experience and knowledge in my field. While an MFA program may be helpful for nonfiction writers, there is a lot of value in immersing yourself into your particular field through graduate study.

There are published authors with and without degrees, so there isn’t one correct answer. Rather, you need to figure out what will help you become a better writer and what will give you the best chance of becoming published. The appropriate education will give you the confidence you need and hopefully additional sway with editors that you are the correct person to write your book.

In addition, there are some other ways you can accomplish both of these goals without an MFA program. That’s what we’ll discuss next.

The “Why You?” Question in Publishing: Your Experience

You’ll want to begin the publishing process by taking stock of your career and experience at this point. Is there anything about your current profession and resume that would make your proposal more attractive to a publisher?

For instance, a fiction writer who wants to tell the story of a policeman who served for years as an officer or state trooper will have an easy time convincing a publisher that he can write a convincing novel about such a character. That isn’t to say that you can’t write about something based on research, but writing about something where you have past experience will give you an extra credential to consider.

Nonfiction writers will need real-world experience and/or education for their own credentials. One former greeting card writer wrote a book called House of Cards about his time working for Hallmark, in Three Cups of Tea one man tells the story of his work building schools in Afghanistan, and bestselling author Malcolm Gladwell has used his experience researching and writing for the New Yorker (confirm) to lay the groundwork for his books. 

A great idea and a catchy title are just the beginning of publishing a book. Depending on your goals and your genre you’ll need to think about how your past work, volunteer, and writing experience have prepared you for publishing your book.

When you list out your experience and credentials you’ll want to be sure you have a list that raises eyebrows instead of causes a yawn. You may need to look into new volunteer experiences, a degree program, and even a new career. In the case of fiction writers such extremes may not be quite as necessary, but then again you need to think about the factors that will enable you to tell the kind of story you’re imagining.

Tomorrow we’ll talk about the role of education in answering the “Why you?” question in publishing.

Before You Publish: Prepare for Revision

Before Christmas break and my study guide promotion took over my life, I began a series of posts with ideas on what to do before you publish. I began with posts called Set Goals and Prepare for Rejection. I would like to continue that series this week with thoughts on how to prepare for revision:

After working on several book projects, chapters, short stories, proposals, and magazine articles I still hold my breath when an editor e-mails me with revision comments. I’ve received praise, challenges to rewrite my work significantly, and even a long note telling me my project simply didn’t work as written.

It’s never easy to read that your work needs significant revision, but revision is a big part of the writing life and the sooner writers prepare for it, the better. Here are a couple of thoughts on how you can mentally prepare for editors and the revisions they may request.

Scrutiny is Coming

When you publish anything for the public your reputation and that of the publisher will be on the line. Therefore, an editor is your best defense against either missing your readers, saying something offensive, or making some other embarrassing error. Editors aren’t out to chop up your ideas, but rather to help you communicate them effectively with your prospective audience.

This doesn’t mean that every editor will do that well, but by and large most editors will help you write better and connect with readers in ways that you couldn’t do on your own. There will come times that editors can’t move past their disagreements with your work or you don’t see eye to eye on how to communicate something of importance, but rest assured those instances are more exceptions than rules.

Ideas will be Altered

It is humbling to find out that your ideas aren’t recognized as brilliant and world-changing. I’ve learned it is very hard to pick the perfect way to communicate an idea with readers. In fact, effective communication through writing can be quite challenging and sometimes we become so attached to our ideas that we can’t understand why others would have a hard time grasping our presentation of them. Once again, editors are there to ensure your ideas are altered in ways that improve their effectiveness, even if us writers sometimes think they’re just fine as they are.

Titles will be Modified

Never buy a web site domain name based on the title of a book. It’s just a bad idea since every book passes through an extensive titling process with a committee of experts pitching ideas. While it’s important to come up with a strong title for your book, there will be no guarantee that it will make the final cut with the publisher. There are many authors who strongly dislike the titles chosen for their books, so count yourself blessed if you at least find your book’s final title remotely palatable!

Deletions

Words, sentences, paragraphs, and chapters will be deleted from your manuscript. Just count on that happening. Perhaps the best skill I’ve learned over the years is how to delete gracefully. Sometimes it’s better to count your losses and delete a chapter rather than breaking your brain trying to make it work. If a sentence or paragraph is noted as unclear by an editor, just delete it and write a better one.

Extensive Edits will be Required

Sometimes you’ll write a generally good chapter that needs extensive edits to its organization and ideas. I usually like to rewrite the outline of such chapters and then begin with that barebones outline for my rewrites with a copy of the previous chapter handy. Rather than mushing my revisions together in the edited draft, I find it easier to make extensive edits with a somewhat fresh start. Sometimes I’ll paste in a few paragraphs that worked from the previous draft and I usually keep many of the same ideas, but once again the deletion principle applies. My motto is, “I’ve never written a sentence that I couldn’t delete.”

Previous Posts in This Series

Set Goals

Prepare for Rejection

How to Plan for a Blog to Become a Book

I used to think of a blog as a place to toss around thoughts, to sharpen ideas, and to establish my own voice and style. While I think those are true things, and I have certainly done all of them, there is another dimension to blogging that I feel I’ve neglected.

It’s no secret that many blogs have been converted to books, whether it’s the Post Secret blog or the now-famous Julie and Julia project. I know a lot of writers are afraid that their ideas could be stolen on web sites, and that’s something well worth considering, but for those us in this blogging thing up to our elbows, it’s time to dig a little deeper into the ways a blog could one day become a book:

Review Relevant Books

I need to focus on reading the most relevant books for my areas of interest and to that end I’m working on only reviewing books on my theology blog that relate directly to projects I’m working on or would be on my pleasure reading list. In fact, I’m calling my posts reflections on books rather than an in-depth review. I’ve spent too much time reviewing books on my theology blog that didn’t quite relate to what I need to be working on.

Invest Time in a Series of Blog Posts

For the ideas that may develop into a book or ebook in the future, I plan to take the time to map out the posts, plan them a bit, write a few outlines or drafts, and then get moving on the posts. Sometimes my ideas are too scattered, but if I want to turn those ideas into books one day, crafting some solid rough drafts in a series of blog posts may create enough material and momentum to carry the project forward.

Edit, Revise, and Consider Feedback

Of course my future book or ebook projects won’t move beyond the blog without taking the next step of editing and expanding my ideas. The one key advantage of blogging through some rough drafts of my ideas is the instant feedback readers have provided. I plan to continue gathering key information about my audience and the limitations of my knowledge or topic, helping to refocus or change directions if necessary down the line.

Why You Have to Promote Your Blog or Quit

Earlier this week I wrote about the importance of writing a good blog post, but after a post is written and made available to all, your work is only half done. You need to work harder than ever to make sure people read it.

When I started reading blogs in 2004 and then started my own blog in 2005 there were three primary ways to drive traffic to your blog.

  • Share an RSS feed so that readers can subscribe.
  • Ask other blogs to list you on their blog roll.
  • Participate in the discussions on other blogs.

While some of these methods still work, especially the third one, the first two are not quite as relevant anymore. In fact, there are a few other ways to market your blog that may be even more necessary these days.

As I mentioned in my previous post, competition is fierce. There are a lot of great blogs out there fighting for the limited attention of readers. Here are some thoughts on why marketing your blog is more important than ever:

Readers Want You to Find Them

Folks are using Twitter, Facebook, and other social media tools to share their information with others. When big news happens, many people don’t have to look much further than their facebook or twitter feeds. In fact, these days I find out most big stories from social media before I hear them on the news. Readers expect the best content to find them, even if they won’t admit it.

Today’s Online Tools Give Immediate Access to Your Blog

Rather than praying for someone to subscribe to your RSS feed, you can stick your posts right into the Twitter and Facebook feeds of hundreds, if not thousands of readers. It’s very easy to promote a link on social media a few times a day, so why not plan on it 3-times a day? Those two sites are the most important sources of traffic for my blog.

Blog Rolls are Less Important

While it’s never bad to have your blog listed on the sidebar of a high-profile blog, or any blog for that matter, blog rolls are becoming less important with the large number of blogs out there and the variety of ways the people read blogs these days that render a blog roll link useless.

Online Conversation Has Not Changed

It’s still vitally important to comment on the blogs of those with similar interests. Finding time for this is the most challenging part of blog promotion for me, but it can also be the most rewarding since you’ll make some great friends and acquaintances along the way. Some of these friends have become friends in person or have become collaborators in projects.

Align Your Promotion Plan with Your Goals

A big part of determining how hard you want to work at promoting your work will depend on your personal goals. Perhaps you just want to write as a personal discipline or as a way to share ideas with your friends. That’s a good and viable plan for a blog. However, if you want to be a major contributor to an area of knowledge or even a leader, then you’ll need to think of ways you can ensure that readers have multiple opportunities to run into your work.