Being a Successful Author — Magic or Work?

My guest blogger today is Sia McKye, a marketing/publicity expert. This is the follow-up to McKye’s article, “Getting Published: No Magic Wands or Treasure Maps.” KcKye writes:

As an author, nothing can be quite as exciting as receiving word you’ve sold your book and it’s going to be published.  You are over the moon and flying high.  Maybe even dreaming of the NYT Best Sellers List. Finally, you’re getting validation for all your work and hours of writing.  Everyone you know hears about it.  You’re discussing galleys, Arc covers, the artwork, blurbs, and author endorsements on your cover. Tossing terms around like Pub dates, Arc mailings, targeted print campaigns, web promotions and Reviews, library marketing, and author events.  Your book finally hits Barnes & Noble and you find yourself going in just to look at a book with your name on it. You take pictures.  You start being obsessed with Amazon figures on your book’s placement of the day or week.  You’ve got it made, right?

Keep in mind that just having your book in print doesn’t mean it will automatically sell-books don’t sell themselves, even if they are listed on Amazon–or on the shelves of Barnes & Noble. As a friend of mine recently reminded me:  “Over 195,000 new novels are published by traditional publishers in the U.S. every year. Of those, 70% sell fewer than 500 copies.”

Here’s another reason to aggressively market yourself and your books and the importance in building a reader base. 

Debuting authors are lucky enough to get a first print run of 10,000 for their book, depending upon the genre and your publisher’s confidence in your work (some can be as high as 20,000). You might think 10,000 is a big number until you start calculating book stores and Amazon.  It’s really a small run and it’s not going to hit the best sellers list with that number. If they sell only 500 copies or less, then the publisher eats the cost of having the other 9500 shipped back to them, at full cost, and made into pulp.  Publishers are not happy when this happens, but they have a contract with you, maybe for a three-book deal. Maybe they’ll recoup their losses on the second book?  If they don’t will they take another three books from you?  Or drop you like a hot potato?  Can you see where active promotion and publicity is vital? 

On the other hand, you’ve worked your butt off with marketing and promotion. You’ve built up name recognition on the Internet through Facebook, WordPress, Twitter, and Gather, MySpace and other social networks.  You’ve worked hard at blogging and building presence and attracting your consumers-readers.  You started this long before your book was even sold.  You continued even after your book was sold. You’ve written book reviews on books similar to yours, written anything and everything related to your books and also to you as a person.  You’ve made yourself a personality, with likes, dislikes, and interests.  In other words you’ve become a real person to your readers.  They see you share the same interests as they do, you chat with them. You build characters in your books; surely it isn’t that hard to project yourself to your readers?

Because your potential readers like you and have gotten to know you somewhat, they do name-dropping about their “good friend, the author.” 

“Oh yeah, I know Anna Campbell and she just released TEMPT THE DEVIL.  Highlanders, honey, you have to look for it.”

“I just read the best suspense/thriller recently, A SPARK OF HEAVENLY FIRE, by my friend Pat Bertram.  We’re talking danger and a story of ordinary people becoming extraordinary to survive.  You’ve got to order it.”

“My good friend Judi Fennell wrote this cool series about sexy mermen and a kingdom under the sea. The first book is called IN OVER HER HEAD, you gotta read it!”

“Toni Blake is just the nicest person evah.  She writes some real sizzlers, we’re talkin’ hot and sexy.  She has a new one coming out called ONE RECKLESS SUMMER…”

It’s that simple and any debuting or popular author’s name can be slipped in there.  Why? Because you’ve worked hard to be assessable and real to your readers. Because once you knew your release date, you started building anticipation for your book. So now, your book is released and sells through at 80%, or 8000 books.  Your publisher is very happy and is patting him or herself for their ability to find talented writers.  They decide a second print run is good business. Because you’ve built a buzz you probably will do well on the second run. Your publisher decides for your next book (for a debuting author that can be as soon as two-three months later) to start out with a first print run of 25,000 and a much larger presence on the bookshelves of Barnes & Noble and more pressure for the staff to push your book.

By the way, to hit the NYT best sellers list?  The book needs a first print run of at least 35,000.  Maybe Nora Roberts or Christine Feehan may get that type of run, but look at all the time they invested in marketing and promoting themselves and their books.  As a debuting author, you’re not going to get that with a first run.

This type of marketing/promotion also works for POD authors.  True, you don’t have to deal with print runs and costly returns, but if your books are in bookstores, the return cost are still a bite and one you as the author have to foot.  It’s smart business; again it’s your business, to have these books sell through.  You want to be successful and to do that you need a solid reader base as much as, or perhaps even more than, a traditionally published author.  Collecting dust is not the image of your books you want in the bookstore management’s eyes or your own, especially if you want them to continue to carry your books.  Shelf space is not a guarantee of sales any more than having a book with your name on it is. 

Stirring up publicity and marketing of yourself as an author and promoting your book, is many times, the least favorite task for an author. The point is if you want to be a success as an author then it’s going to take hard work. A third of your time is spent in writing the story and the rest is spent in selling it to a publisher and then promoting the book and yourself as an author. Building that all important reader base. It’s a necessary part of business.   

Writing is a business. The author is the proprietor of that business. Products have to be promoted to be a success. It’s as simple as that. Once we realize that, we put ourselves in the right mindset to be a success.

There are no magic wands, treasure maps of shortcuts, or guarantees to be a successful author or being published.

Just a dream and a lot of hard work.

What Are You Doing to Promote Yourself? How Are You Creating Name Recognition?

This article was written by marketing consultant Sia McKye.

Your book is published, either by a traditional publisher, or a POD publisher, now what?  How do we build a reader base?  How do we get our name out there?  Even if you don’t have a book published yet, what can you do to get your name out there before hand? 

Promotion is a bit different than publicity.  Publicity is largely free.  Most of what I mention here is publicity.  Promotion/Marketing is something you usually have to put out money for-sometimes you will get some funds from your publisher for that, other times it’s out of your advance from the publisher.  Some authors pay a fees for certain industry website Ads, or a Bookseller’s list.  Taking an Ad out in Regional and National papers, or in a magazine.  Doing a tour of book signings. 

I have friends that have been published, both non-fiction and fiction.  Dr. Sy Garte, author of, Where We Stand: A Surprising Look at the Real State of Our Planet, made an interesting observation,  “I have gone through this with a non fiction book. Here is what I learned. Most [publishing] houses have a dozen or so books coming out at once. The publicity department is always overwhelmed. If you are a new author, they might not invest the same time as they do for an established author…don’t expect too much marketing investment for a first book, but try to push for as much as you can.” 

Dr. Garte’s book is non-fiction, and much of what he says is from his experience as a published author within that arena, but the information, from what I’m hearing from published fiction authors, is true for both fiction and non-fiction markets.  Bottom line here is that as a new author you will be spending a great deal of time doing both publicity and marketing for your book.  This will be almost full-time on your part for at least the month before and two to three months after release. The more contacts you have the better.  

Building a reader base, and getting name recognition is a must.  Blogging, industry website presence, personal author websites, and to a certain extent, social networks are a good start.  This is where an unpublished author can start building name recognition.  Do you have a book trailer?  Where can a reader see it?  On your personal website?  YouTube?  

Networking also includes, local libraries-get your books in the general area Public libraries.  This can be done by donation.  High School libraries are the same although some are extensions of the public library.  Look at your local newspapers can you ask for a review of your book.  Gina Robinson, author of Spy Candy, mentioned Book Reading Groups.  Getting the lists for those would be advantageous.  Ms. Robinson told me she also signed up on booktour.com to promote her various book signings.  She’s also sent out hundreds of post cards listing Spy Candy’s release and for upcoming scheduled book signings, to every contact she can think of.  Judi Fennell, author of In Over Her Head, uses RWA conferences and functions to get her face and name known, she has entered numerous contests and done very well-in addition to her website and blog. 

Don’t discount friends and family in your networking.  Many of them are proud of your accomplishments and would be willing to pass out your bookmarks-which should have the cover picture, a blurb, author website address, and your publisher website.  An important piece of information to include is where readers’ can purchase your book.  Are you on Amazon, Borders, and Barnes and Noble?  Bookmarks should be colorful to catch the eye.  If you get promotion books from your publisher, which most authors do, whether they are published traditionally or POD, send them out to your personal network to promote for you-especially, if they live in another part of the country. 

There are even small community papers that allow a person to write an article.  Authors should use their writing abilities here too.  Then there are the local radio stations that give free spots for community people and talk shows that will give locals some time for interviews and plugging of our books. Authors need to be aware of these venues. 

Local bookstores can be approached with books in hand and your bookmarks.  Are there other local authors in your area?  Could you approach a bookstore with the idea of a local author’s book signing?  Once we get our foot in the door, it will snowball. 

So what are you doing to get your name recognized?  What successes are you seeing?