What a treat to meet publishing friends new and old at Bookcamp Vancouver, an unconference on the state and art of publishing. During the day, I had the opportunity to co-moderate a panel on “Book Marketing From a Reviewer’s Perspective” with Lori Dunn. SFU Masters of Publishing candidate Eva Quintana gamely took on the task of notetaking for the duration of the conversation (Thanks, Eva!) and I share the highlights with you here.
During the session, we discussed the huge range of book promotion efforts that may be put into a given title. A few are in the Harry Potter category with extensive, multi-layered campaigns. Most fall into a sea of hundreds of books that the in-house staff have to promote. In-house publicity and marketing teams want to do the best for an author but often the author themselves must collaborate on the efforts for maximum impact. Google any book title or author to see an example of online presence. Some have book video trailers and others are simple covers. The importance of the visual cannot be underestimated in our visual world.
Give things away for free. Sample chapter. Website codes to unlock enhanced story content. Activities and how-to sheets on topics relevant to the book. Newsletters with ongoing tips and tricks work well in non-fiction genres.
Match the marketing to the style of the book and its audience. If the book is intended for readers in the corporate world make sure the online presence reflects that corporate image. If it’s a bohemian book that celebrates love then reflect that culture instead.
Participate in social media. Things like Facebook, Twitter, LinkedIn can all be useful tools. And they are free other than the time invested. Talk about others more than yourself – the 80:20 rule.
Use audio or video podcasting to promote a book even before its printed.
Extend and enhance stories through mapping and blogging.
Participate in relevant online chat groups. Chapters/Indigo has a communities sectopm pm their website to chat with fans of particular authors.
Offer a free chapter for i-Phone or other handheld devices. Make sure it’s a quick download.
What gets reviewers attention? Free book with an element of surprise.
Readers are writers. Gather where other writers are.
Consider SEO (Search Engine Optimization). Make it easy for your readers (& booksellers!) to find you online. Use key words. Look at in-bound links. Remember importance of the title tag.
Do something unique. Harlequin hosted a launch party on Second Life complete with author Q&A.
Look at the subject of the book. What audience are you trying to reach? Different things apply for different books.
Twitter. It’s not about quantity, but quality. Connecting in a meaningful way. There’s genuine information there: about work, but about personal life too.
KEY POINTS
-Know your audience
-Tie marketing to book
-Blow your own horn (genuinely), but not too often
-Support one another
-Generosity
-Interactivity
Many thanks to those attended the session and share their ideas and experience. Thanks also to Lori Dunn for inviting me to co-present with her. I hope to see you all at another Bookcamp soon.