Archive for the ‘Marketing’ Category

Judith Briles, The Book Shepherd

Judith Briles, The Book Shepherd

Upper Peninsula Publishers & Authors Association
For Immediate Release…
Contact: Tyler Tichelaar
(906) 226-1543

U.P. Publishers & Authors Association Holds 19th Annual Conference: Publishing & Book Marketing Industry to Be Explored

MARQUETTE, MI (May 15, 2016) – In its constant commitment to informing regional authors and publishers of the latest changes in the publishing world and offering effective marketing and writing strategies, the Upper Peninsula Publishers & Authors Association (UPPAA) will hold its 19th Annual Conference on Saturday, June 18th in Marquette at the Peter White Public Library from 10:00 a.m. to 5:00 p.m.

As always, this year’s conference will cover a variety of topics relevant to writing, publishing, and marketing, and it will be of interest to beginning writers as well as seasoned, published authors.

This year’s keynote speaker is Dr. Judith Briles. Known as “The Book Shepherd,” Briles is a publishing expert who guides others in turning their book concept into a successful reality. Judith is the past president of several publishing associates and has chaired many conferences, including the annual AuthorU Extravaganza. She is the author of eight books, including her latest The CrowdFunding Guide for Authors & Writers. In addition, she has won numerous awards, including the Indie Excellence Award, International Book Award, and Ippy Award.

Briles’ keynote speech will be titled “Creating Confidence as a Writer and Author.” In addition, she will be presenting two afternoon sessions: “Avoid the 7 Deadly Sins Authors Commit in Book Publishing Today” and “If Publishing Is in Your Midst…What Option Is for You and Your Book.”

Other sessions to be held are “Book Selling Across the UP,” which will feature a panel composed of Larry Buege of Harvey and author of the Chogan Native American series; Lloyd Wescoat of Copper Harbor, owner of Grandpa’s Barn, and co-owner of Mudminnow Press; and Minnesota writer Aimeé Bisonette, author of North Woods Girl. Bisonette, who is also a lawyer, will additionally present “Legal Rights and Responsibilities of Authors.” Helen Haskell Remien of Ishpeming and author of Ebb & Flow will present “In Praise of the Handcrafted Life: Writing as Process.” Finally, Deborah Frontiera, of Lake Linden and Houston, TX, and author of Living on Sisu, will present “IRS Record Keeping 101 for Authors.”

In addition, there will be a business meeting, a catered lunch, a social activity, and a book collection taken up for Alger County Kiwanis’ annual auction.

The general public may attend the meeting for a $10 registration fee. UPPAA members attend free of charge. Space is limited, so advanced registration is recommended. Membership details, benefits, and registration are available online at http://www.uppaa.org. A catered deli lunch is available for $8 per person with advance reservations required. For registration by mail, mail membership secretary Jenifer Brady, 431 Business 141 North, Coleman, WI 54112 or contact her at uppaa.membership@gmail.com or (920) 897-4416. Registrations online or by mail must be received no later than June 10.

The day prior to the conference, Friday, June 17, a U.P. Book Market will also be held on the lawn of the Peter White Public Library from 10 a.m. to 4 p.m. More than fifteen U.P. authors will be selling their books, and the public is invited to meet local authors and purchase autographed copies of their books. Activities for children will also be held.

Established in 1998 to support authors and publishers who live in or write about Michigan’s Upper Peninsula, UPPAA is a Michigan nonprofit association with over 75 members. Over 100 member books are posted on the organization’s website at http://www.uppaa.org. UPPAA welcomes membership and participation from anyone interested in writing and publishing books.



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The Psychic Highway

One of the most difficult book marketing challenges is to convince Costco to give your book precious space on its shelves.

Usually, the store’s book buyers won’t look twice at you unless you’ve already sold several thousand books on your own. They don’t want to take a chance with an author who hasn’t sold many books or isn’t a celebrity.

When indie author Michael T. Keene wanted his new book, “The Psychic Highway — How the Erie Canal Change America,” inside Costco stores in upstate New York, he contacted American West Books in Rochester. They’re wholesalers that focus on nationwide mass merchandisers and regional chains.

Bingo. The book will be available in two local Costco stores within a few weeks. That kind of success story, especially for an indie author whose book has just been published, is rare.

“Because my book is about the Erie Canal which runs through Rochester and Syracuse, America West thought this was the best place to start,” said Michael, who is featured in a newspaper article today in The Daily News Online.

But what if your book isn’t about local history?

To do: Publishing expert Amy Collins’ has  advanced tips on how to work with the buyers, merchandisers and the marketing departments at Costco, Walmart, Target and other big retailers. She shares them on the video replay of a webinar I hosted with her. Use the coupon code COSTCO at check-out (Click “Apply” and “Recalculate”) to grab it for half price, but only until midnight Monday night, March 14.

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How is trade marketing different from non-bookstore marketing?

Brian Jud

Brian Jud

You are familiar with the process of selling books through bookstores, bricks and clicks. But there is another way to sell books, and it could be more profitable for you. That is special-sales marketing — also called non-bookstore marketing or non-traditional marketing. It is the process of selling books to buyers other than through bookstores.

Special-sales marketing is divided into two areas: retail and non-retail. Examples of special retail markets are discount stores, warehouse clubs, airport stores, gift shops, supermarkets, etc. Non-retail opportunities may be found among buyers in corporations, associations, schools and the military.

Regardless of you call it, selling books to non-bookstore buyers is not only a different way of doing business, it is a new way of doing business. It requires a new perspective on the sales process, a new business model for most publishers. In many cases the chain of events unfolds differently from that of selling books through bookstores.

For example, in trade marketing the publisher produces a book, prices it, creates bookstore distribution and then promotes it. That is a logical sequence of events for that purpose. Sales are pulled through the distribution network, and the quantity of books sold is a function of the quantity and quality of the author’s promotion.

But in non-retail marketing the author/publisher must follow a different course. The process begins with promotion to establish awareness of, and need for the content that is offered. Since there is no distributor, the author/publisher finds and makes sales calls on prospective buyers, discusses the content of the book, plans the form in which the content will be delivered (book, booklet, ebook), decides on the number of units to be purchased, and only then negotiates the price and delivery. The quantity of books sold is a function of the ability of the author to act as a consultant, working with one buyer to find unique ways to use the content of the book to solve a company’s problem.

Special-sales marketing is not instead of, but parallel to bookstore marketing. For example, What if you had a book on dog care. You could sell it through bookstores or pet shops. In addition, you could contact a pet-food producer and get them to place a coupon for a free copy of your book on (or in) every 20-pound bag of their dog food. That company would purchase a large, non-returnable quantity of your books in advance, and also do the fulfillment.

In the example above, the promotion you do to communicate your message to the corporate buyer also reaches consumers and may entice them to go to a bookstore. This is not an either/or proposition. It is not separate from, but coincidental to trade marketing. Special-sales marketing entails a joint marketing strategy that unfolds as part of an overall business strategy.

Brian Jud is the Executive Director of the Association of Publishers for Special Sales (APSS – http://www.bookapss.org– formerly SPAN). He is also the author of How to Make Real Money Selling Books. Brian offers commission-based sales of books to buyers in non-bookstore markets. Contact Brian at P. O. Box 715, Avon, CT 06001-0715; (860) 675-1344; brianjud@bookmarketing.com or http://www.premiumbookcompany.com twitter.com/bookmarketing

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Nicole Fende, author of How to be a Finance Rock Star

Nicole Fende, author of How to be a Finance Rock Star

As a successful self-published author I understand your struggles and challenges.  Even the best authors in the business need outside help in putting together a quality book. This help costs money, but you can’t make money until you publish your book (or so you’ve been told).  This Catch-22 is enough to discourage the most optimistic author.

There are ways to raise money before your book hits the printing press.  Leveraging my background in finance, creative right brain approach to problem solving, and personal experience I’ve created a list of 14 ways you can fund your self-published book.  This is my gift to you, one author to another.

Also checkout her podcast presentation from the UPPAA 2014 Spring Conference

  1. Sell the right to name a character in your upcoming book.
  2. For a non-fiction book sell the opportunity to be a case study in the book.
  3. Make your character development pay.  Turn your character backgrounds into short stories and sell them electronically – Kindle, Nook, Smashwords, or even through your own website.
  4. Sell your book as a series during the writing process.  Chapter 1 becomes the first episode in the series.  You build a following, earn money, and get feedback.  When the book is complete sell it in its entirety – your fan base will buy it and spread the word.
  5. Leveraging Kickstarter, Indie Go-Go or similar crowdfunding tool, you can run a pre-sale before you even type a single page of text.
  6. Get a patron.  This old world idea has resurfaced using cutting edge technology.  Visit Patreon to learn how you can attract your own patron(s).
  7. Leverage a Common Cause (Fiction) – Perhaps your book involves a Spotted Owl, and the story would help raise awareness or interest in its threatened status.  Groups working to protect the Spotted Owl may be interested in pre-ordering your book or even a straight grant to fund it.
  8. Specific Interest (Fiction) – Niche topics can be very lucrative if properly managed.  Let’s say you’re planning to write a book on vampires in space.  People who enjoy these types of books will be thirsty, no pun intended, for new literature.  Great for pre-orders and crowdfunding.
  9. Target Audience (Fiction) – Here in the U.S. there are many groups focused on literacy, particularly for children.  Finding relatable fiction for specific groups (such as Native Americans or immigrants from countries with significantly different customs) can be a challenge.  If your book includes such groups they may be interested in sponsoring your work.
  10. Leverage a Common Cause (Nonfiction) – Does your story share a person’s experience dealing with a specific challenge, such as breast cancer, alcoholism, or death of a loved one?  Groups created to address these issues should be approached for pre-orders or straight funding in exchange for a mention of their organization in the book.
  11. Specific Interest (Nonfiction) – Let’s say you are writing a book on EFT (Emotionally Focused Therapy), including expected results and how to select your service provider. EFT Practitioners interested in writing a chapter for you, or being included as a recommended resource in the book, may be open to paying for the opportunity.  For them it’s a way to gain credibility – just be sure you select carefully as you are hitching your reputation to theirs.
  12. Target Audience (Nonfiction) – When I was working on my first book, How to be a Finance Rock Star: The Small Business Owner’s Ticket to Multi-Platinum Profits, I wanted to include QR codes to make my book more interactive.  Pitney Bowes had recently launched a QR Code service, targeting small business owners.  I was able to approach them to trade QR Code services, as well as a sponsorship of my book launch, for inclusion in my book.
  13. Writer in Residence – Writers-in-residence programs support authors by providing a monthly stipend and paid teaching opportunities, along with the time and space to complete a manuscript.  Examples include Hugo House, Thurber House, and James Merrill House.
  14. Barter for services.  Need a graphic designer to create your book cover?  Try offering your writing services in exchange for their work.  Barter is no different than working for cash, be sure you create a contract and treat your barter client the same as any other.

Looking for even more ways to profit from your self-published book?  See how else I can help at www.TheNumbersWhisperer.com/BookProfit .

To your success & happiness –

Nicole Fende, A.S.A.

The Numbers Whisperer® 

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Lee LaForge, Book World Marquette

Lee LaForge, Book World Marquette

Working with a Bookstore

Lee LaForge, manager of the Marquette Book World, will share how bookstores decide what books to carry, how you can work with bookstores to get your book in the inventory, ordering and payment policies, book signings, and why customers may choose your book over another, or not.

Click here to play the presentation using the Bandcamp Player

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Getting It Off the Ground

Getting It Off the Ground

Author Lesley DuTemple writes:

We have finally got all our digital information online and linking correctly, particularly the eBook of our presentation “Getting It Off The Ground.”

It can be found on our web site: www.mudminnowpress.com and the links to all formats (Nook, iBooks, Kindle) can be found under the “eBooks” tab on the home page.

The ebook of “Getting It Off The Ground” is an expanded version of the presentation we did at the UPPAA annual conference. It’s 35 pages and includes specific information such as the links/info for Bowkers, getting an ISBN, LOC, types of business structure and accompanying tax consequences, specific information on working with a book designer, marketing strategies, etc. What we briefly touched on is now in complete expanded form with specific links and instructions.

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Gretchen Preston plans to expand her marketing efforts in 2012 through appearances with the U.P. Book Tour and participation at events throughout the Upper Peninsula and Northern Michigan. Her marketing strategy consists of building a fan base. Children and cat lovers of all ages are her target groups. She has targeted locations where kids visit. School events, candy/ ice cream stores, and community events all provide opportunities to sell books. She takes all opportunities to speak to audiences. The ability to speak in public is a tremendous marketing tactic. Another marketing strategy she employs is to make sure that anyone who shows an interest in her books leaves with at least a business card. It’s good to provide a brochure of accumulated works. She makes sure that all kids with whom she comes in contact get a Valley Cat bookmark to take home. Preston advertises in local newspapers, on radio and places book flyers on community post boards.

A marketing idea she would like to present to our UPPAA group is that of providing large hotels and visitor’s centers with a “U.P. Author Bookshelf.” Author business cards would refer interested buyers directly to the author’s website for purchases. She would also like to approach local businesses, grocery stores and shopping malls to provide space for possible UPPAA book fairs to get our books in front of as many people as possible. She regards our best marketing strength as the overall promotion of our UPPAA group. We are not competitors; we are our own best advocates and marketing implements. Whenever possible Preston markets member’s books to her customers and makes it a point to promote her local author peers.

 ~ ~ ~

Deborah Frontiera sells a lot of books at festivals and grocery stores. She offers the following tips to authors in crowded festival type settings, or those doing a signing just inside a large store’s main door.

Make Your Table Attractive. Be Eye-Catching. Bring a poster with your picture, picture of your book, etc. I have a canvas one I had made at Kinkos. It rolls up into a small space and never gets ratty looking. It’s easy to attach to the front of my table with those big metal clips.

Always Be Positive. Stay alert. Smile. Try to greet everyone, even those who don’t look toward you. Simple, “Good morning/Hi/ How are you today?/Fine day, isn’t it?” draws many people into a conversation with you that may lead to a book sale.

Be assertive, but not pushy. People’s eyes and body language tell you if they do NOT want you to pitch to them: Someone talking on their cell phone (sometimes I just smile, or nod my head to these folks): people looking at a list; people going by at top speed; people who look at you and then immediately look away. Some folks even turn their heads very obviously in the other direction.

People who listen to my pitch have lots of ways to say, “No.” Many don’t realize a simple, “No, thank you,” will not offend me. Here are some of the excuses I’ve heard: I’ll stop back on my way out; will you be here tomorrow? I’ll come back then; I’ll bring my child/husband/wife by later. He/she loves books; I’m in a hurry; we’re late for a ball game/practice/party . . . (probably true); I don’t read. (To which I say, “I’m so sorry to hear that.”) Thank these people for listening and wish them a good day.

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