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Archive for May, 2010

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Organizing a Successful Virtual Book Tour

Let’s face it: Unless you are a celebrity, traveling the country and hitting up bookstore after bookstore for signings is probably not going to sell many books. You’ll more than likely spend way more for travel than you’ll make in book sales. Enter the virtual age. From the comfort of your own home or office, you can set up a virtual author book tour and reap real rewards from this effective—and inexpensive!—marketing tool.

So what is a virtual author book tour? Basically it involves visiting—virtually, of course—a group of websites for a period of time. The visits can take several different forms: interviews, guest posts, book reviews, book excerpts, and so on. (You can read more here in an interview I did with Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc., and author of Red Hot Internet Publicity.) The sites usually range from blogs, websites, online radio stations, and social networking sites. The purpose is to increase an author’s online exposure, drive additional traffic to his or her website, increase search engine rankings, and hopefully sell more books.

It’s not difficult to set up a virtual tour, but it will take some research, planning, and followup. You can do it yourself–or you can hire a company to do it for you. We’ve been setting up tours for authors for the past year or so, and we’ve learned a lot as far as what is needed to make a book tour successful.

I consider the first two items on the list to be essential; we have found it is much more difficult to set up a successful tour with authors who are not active online and who do not wish to blog regularly. I believe it is far less beneficial to the hosts as well, to host these types of authors, and they are less apt to agree to an appearance. And frankly, I don’t blame them!) 

  • Be an active blogger who not only blogs regularly but who comments on others’ blogs. Make yourself known in the “blogosphere.”
  • Be active in social media sites (we recommend Facebook, LinkedIn, and Twitter). You don’t necessarily have to have 10,000 Twitter followers, but you should be networking on these sites, providing valuable content where appropriate, and building your following. 
  • Have a capture system on your website (and I’m assuming you have one that highlights your book or that has a page about your book) so you can collect email addresses and build your list. Provide those who sign up with something of value—such as a free report or subscription to your newsletter.
  • Have a call to action on your website instructing visitors to purchase your book, such as “Buy your copy today!”
  • Develop a list of potential hosts based on sites your target market hangs out on. If you’re an active blogger in your genre already, chances are you’ve got a list of sites you check regularly. Find others. Concentrate on those who get a fair amount of traffic.
  • Be familiar with the sites you plan to approach so you can avoid those that would not be appropriate. Send a personal inquiry, letting them know you’ve been following their site and emphasizing why your appearance there would benefit their readers/listeners. Include a link to your website where they can read more details about your book, your author bio, and other pertinent links. Indicate the date ranges of your tour; plan ahead as some sites are booked well in advance. You probably won’t want to book more than one or two appearances per day.
  • Respond immediately to replies, sending a review copy of the book promptly when it is requested. Confirm the details—date, type of appearance, and topic desired.
  • Keep track of where you will be appearing and when. (We use an Excel spreadsheet.) Follow up with your host a couple weeks before your appearance. Make sure they have everything they need from you, including a photo of you and your book as well as your bio.
  • Let everyone know. Once you start getting appearances scheduled for your virtual tour, start letting your friends and fans on Twitter and Facebook know about it. Be sure to include details—including links—on your website, blog, and newsletter.
  • Visit frequently.The day of your appearance, make sure to visit the website or blog regularly, answering questions and responding to comments. If your appearance involves a live podcast, be ready for questions.
  • Follow up with all your hosts afterward and be sure to thank them.

We love virtual author book tours. It’s a great way for authors to increase exposure, gain new fans, and sell more books. Hosts too benefit by gathering additional visitors to their sites. And there is no chance for jetlag!

Guest Post by Sue Collier from her blog at Self Publishing Resources

As a writing coach and publishing consultant, Sue has worked with hundreds of authors, helping them write, edit, and publish hundreds of books. My book The Complete Guide to Self-Publishing is slated for publication by Writer’s Digest in March 2010. I currently own Self-Publishing Resources; we provide book writing, book packaging, and book marketing services for self-publishers and small presses.

 

 

 

 

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Is Distribution for POD an Oxymoron?

Recently a question was posed to me about distribution for POD books. While I believe that is really an oxymoron, it does cause considerable confusion, even among authors that do traditional off-set book printing.  Distribution in the traditional sense, implies book stocking at some level - either at a warehouse or in a retail location. With the advent of print on demand, the idea is to eliminate warehousing and provide just-in-time delivery to the consumer. So how can you have both? Or should you want to? Here is my reader’s question:

In your opinion, if trade distribution doesn’t work well for the POD publisher, what do you think is best to get your books sold and distributed? I’m a little confused by the statement that stores ’seldom stock’ books from LSI. Do they order from them or not?

Here is my answer:

You have to understand the difference between “available nationwide” and “in store stocking”. In a BN (or other large store) there are approximately 80,000 titles at any one time – out of several million books, that isn’t many. And those titles have approximately 6-8 weeks to prove themselves, or they are out of there! 

What LSI gets you (through Ingram) is availability – BN has access to it in their system via the Ingram database as “available” for order if someone comes in and asks for it. If they get enough requests, they may actually put it in the BN system, vs having to look it up on Ingram’s system and their stock.  If BN (for example) decides to “stock it” or “carry it”, the first level of doing that is to have it available in their (BN) warehouse vs through Ingram’s warehouse. If that goes well, they may try store stocking in a few stores where the demand is coming from. If that does well, then they may try it in other similar stores, etc.

 To get regular store stocking, you have to have one of two things. A distributor that has enough confidence in your ability to promote your book regionally or nationwide as apprpriate (and therefore be “worthy” of store stocking) or enough people coming in and asking for it because of publicity that you have done to generate the buzz and demand for your book (see above).

 So when I say “seldom stock” I mean that the only way a POD book will be stocked is via the first method above. To have a trade distributor, you must have stock in the distributor’s warehouse (usually hundreds, if not thousands of books or it isn’t worth the distributor’s time) and that model does not fit a POD model. If you are going to print thousands of books for a distributor to sell, then you must have an off-set run to make it viable financially – and then you have to be confident in YOUR ability to “pull through” the consumers to buy the books, or you will end up with those books back in the distributor’s warehouse and eventually back to you because the didn’t sell through.  Something no one wants to see happen. You have to plot your marketing strategy very carefully to know what will work for your book.

 That is why my first question to a prospective client is always “what are your goals for your book and how will you reach those goals?” A goal of a few hundred books in a local or nationwide market has a much different marketing and distribution plan than a client who wants to sell 50,000 this holiday season. I’ve had both clients this year.

 So to answer your question, it depends upon what your sales goals are for your book and do you have the time, money, know how and other resources to make it happen.

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"And I thought after 40 years of writing, I could write a sales letter... WRONG! Carol White's letter went beyond my imagination and into the sales stratosphere. Thanks, Carol! " -- AD Walker