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Have you thought about your platform, lately? If you are writing a book or even thinking about writing one, your platform should be primary in your mind. Well, your audience is of vital importance, too. Whether you’re writing fiction or nonfiction, you need to write for your audience. And you’d better start establishing your platform.

For nonfiction, become known in your topic/field. How?
• Write and submit articles to appropriate magazines, ezines and newsletters.

• Conduct workshops on the topic of your book.

• Establish a website related to your subject and provide resources for your audience.

• Start blogging at your own blog site and also comment at others.

• Join organizations focused on your book’s topic and participate.

• Find ways to network with others in your field or area of interest.

• Start producing booklets or pamphlets of interest to your readership and distribute them in a variety of interesting ways—through your website, to workshop attendees, at trade shows/conferences related to your subject and book festivals.

In other words, find ways to be visible to your audience as an expert in your field.

Here are some ideas for developing a following for your fiction book.
• For name recognition as a fiction writer, submit stories in your genre to magazines and ezines—lots of them.

• Enter your short stories in contests.

• Establish a website and keep adding interesting things that make potential readers coming back.

• Blog about your characters, plot, etc. Get readers interested in your story before publication.

• Comment on some of the most popular blogs related to your genre.

• Get involved in appropriate writers groups and organizations.

• Teach a class or course on some aspect of fiction writing.

Don’t wait until you are published to begin establishing your platform. If you want to come out of the gate selling books to eager readers, you’ll have to prime the pump. This means become known as a writer in your topic or genre before your book is a book.

For additional help establishing your platform, understanding your publishing options, choosing the right publisher for your project, writing a book proposal, devising a marketing plan and so much more, order your copy of Publish Your Book, Proven Strategies and Resources for the Enterprising Author. It’s at Amazon.com and most other online and downtown bookstores. It’s also on Kindle and Nook. Amazon is currently bundling Publish Your Book with Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. Order both and get a deeper discount.

Did you hear? Oprah’s Book Club is back. Here is a link to the book club information: http://www.oprah.com/packages/oprahs-book-club-2.html

Perhaps you can leave a comment here and have your book noticed: http://www.oprah.com/oprahdotcom/Oprahcom-Community-Conversations-Books

Are you an author who is actively seeking book reviews for your book? Have you used some of the resources I’ve offered in this blog? Have you checked out some of the book review directories I’ve told you about? Have you asked key people to leave a review at Amazon.com?

Or are you taking the summer off to read some of the books Oprah recommends rather than promoting your own books?

Have you noticed that you sell books when you are promoting—to the degree that you are promoting them? And when you slack off, book sales tend to dip. Book promotion takes our full attention. People ask me, “How long must I promote this book?” The answer is simple, “For as long as you want the book to sell.”

So what are you doing to sell books this season? Have you made note of the various resources I’ve offered you over time—seasonal prompts, book festival and conference directories, book review leads, tips for landing live presentations and other ideas for book promotion, for example?

Let me hear about your summer book promotion plans. As for me, I continue to blog daily. I spoke to a group in Sacramento last month and have plans to speak at a local conference in a few weeks. I continue to submit articles on my topic to appropriate newsletters (those that my audience reads), I still contact people for reviews and I continually research new ideas and opportunities for promoting my books. In between these tasks, I am proofing my upcoming book, Talk Up Your Book, How to Sell Your Book Through Public Speaking, Interviews, Signings, Festivals, Conferences and More.

To learn more about book promotion, order my book, Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. Study the many articles I have posted on book promotion here: http://matilijapress.com/articlespublishing.htm Sign up for my FREE ebooklet, 50 Reasons Why You Should Write That Book http://www.patriciafry.com

How do you talk to your potential customers? Do you speak their language? Do you tell them what they want to hear? Do you give them the information that is most meaningful to them? Most of all, do you listen to your customers and potential customers?

As authors, we know more about our books than anyone else does. We know why we wrote the book, for whom and with what purpose in mind. We have certain goals and aspirations. We envision people reading our books for the entertainment value or in order to learn something of value. And we think we understand how to present our books to our audience. However, sometimes we miss the mark.

Not everyone you peg as a potential customer will be interested in your book. And no amount of talking will change their minds. Some of them might develop an interest at a later date—after they’ve seen the book around and heard others talk about it several times. I tell you this so you’ll know how important your initial and subsequent promotional efforts can be. A “No” on one occasion doesn’t necessarily mean an absolute, forever “No.” It might translate as, “Not now.”

Along your bookselling path, you’ll discover that some people are impulse buyers—they’ll purchase your book on the spot. You’ll catch some people just at the right moment—they have money in their pocket, they’re looking for something to read, something to help them resolve an issue, or for a gift. Others have something else on their minds, they’re broke, they are in a hurry or they just don’t have an interest in western romance stories, science fiction or learning to sky dive at the moment.

Sometimes, you meet up with someone who is on the fence about your book. They come up to you at a book signing, a book festival or after you’ve given a talk. They’re curious about your book and have a few questions. But something holds them back from jumping in and purchasing the book. There are more questions. There’s more contemplation. What can you do to turn the tide—to create a customer/reader from a hesitant browser?

Listen to what this person says.
• Has he indicated that he has many books on this topic and he’s not sure yours offers anything new? As him or her what they are working on and how it is going. Often, you’ll get a clue as to the information they are seeking and you can steer your sales pitch in that direction. If this person has obvious connections—he is the leader of a group related to the topic of your book, for example—consider dropping the price for him in exchange for a review published in his club bulletin.

• Did she say she is new to the profession or topic of your book and not ready for a book on the topic? Explain (if this is true) that your book is for beginners as well as those with some experience in this topic. Give a few examples of how the information and resources in this book will make her journey easier.

• Perhaps he is concerned about the price of your book. Suggest that he consider ordering the Kindle or Nook version. Offer to email him the PDF file for a lower price.

• Is the potential customer focused on one aspect of the topic? Let’s say that your book features tips and resources for hiking in areas of Central California. You’ve presented the potential customer with an overview of the book, but he puts the book down and begins to tell you about some of the hikes he’s taken in the area. You listen intently and pick up his concern for camping, lodging and seasonal information. If your book includes the details he is seeking, show him the pages where he can find this information and demonstrate how easy it is to locate using your masterful table of contents.

• Maybe you’ve described your story as a contemporary romance, but the reader says she loves romance, but also wants high adventure in the stories she reads. This is your opportunity to describe one of your action scenes.

Book sales are often lost solely because the author neglects to listen carefully enough to the potential reader. Yes, you know more about your book than anyone else. But the customer knows more about what he or she wants than you do. Make it your duty, from now on, to listen and to respond to the needs/desires of your customers.

If you can’t legitimately satisfy the customer—if your book does not contain the information or the focus he wants—say so. Certainly, you should not promote an aspect that your book does not contain. However, perhaps you’ve written stories more along the vein that this customer likes to read or articles with the information they’re seeking. Offer to send him one or give him a link where he can read it. Invite him to your blog where you’re currently posting chapters of a book along that vein or information and resources on the topic. Ask for his contact info so you can let him know when your next book will be completed, if it fits his or her requirements.

For additional information and tons of resources on writing, publishing and promoting your book, order my latest book, Publish Your Book, Proven Strategies and Resources for the Enterprising Author. It’s at amazon.com and other online and downtown bookstores. Or purchase it here: http://www.matilijapress.com

Do you have a manuscript that needs editing or you would like a free editorial evaluation, check out this website: http://www.patriciafry.com

It’s the weekend. You have time off from your day job. And you still have a book to promote. You sometimes wonder why you went ahead and published the book with expectations of making money on it, despite the warnings of professionals.

You may recall reading and hearing speakers say that books do not sell themselves—that they need promotion. And that book promotion takes a whole lot of time, energy and creativity.

You, however, had your own reality and expectations. You expected that bookselling would be easier than you’ve found it to be. You thought you’d be in a position, by now, to quit your job and write more books or, at least, go part-time.

I can imagine some of you cringing as you read this—realizing that this scenario pretty closely describes you. You didn’t take the warnings seriously. Your book didn’t sell like you expected. And you are still working full-time when you’d rather be a full-time author.

Okay, so now you have a few days off and you haven’t actually sold a book in a few weeks. Can you even remember when the last copy of your novel, children’s book, self-help book or memoir sold? Probably when you had a table at the local flea market last month, or to a few former classmates at your class reunion, or to your aunt who was visiting from Europe, or to a neighbor who wanted your children’s book as a birthday gift.

That’s good. This means that you’ve been out showing your book around and talking it up. And it follows, that if you were talking about it more, and getting more exposure for your book, you would be selling more copies of it. If more people knew about your book and if they were exposed to it more often—more regularly—you would be making more sales.

So what are you going to do this weekend? Cut the grass, read a book, invite people over for a barbecue? How about also making time to promote your book. This is a good time to start the habit of book promotion. Based on your experiences with marketing so far, choose a couple of promotional activities and schedule time to pursue them each and every evening or at least on the weekend.

So what’s your promotional activity of choice? What can you commit to for the sake of your book project? What can you do to make a turnaround and become a more successful published author?

Let me suggest that you purchase and study, study, study my book, Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques For the Enterprising Author. It’s at Amazon.com and at my website: http://www.matilijapress.com
It’s also at most downtown and online bookstores. This book provides over 250 book promotion options and helps you to determine which ones are best for you and for your particular book. It’s a great tool, support system and resource for any author who is new to or still struggling within the world of book marketing. And, I have to tell you, that is MOST authors today.

For those of you just entering into the world of book publishing or if you have a book and remain a tad clueless, please read the book I wrote for you—the book that could help you to create the success you are after. It’s Publish Your Book, Proven Strategies and Resources for the Enterprising Author. It’s at Amazon.com and other online and downtown bookstores, as well as my website, http://www.matilijapress.com

Let’s talk about book reviews again. It used to be the author’s dream to have his/her book reviewed by one or more of the prestigious pre-publication reviewers, Library Journal, Kirkus Review, etc. A good review in these magazines pretty much guaranteed some impressive early sales to libraries and some bookstores.

However, things have changed. Now, few if any independent authors—those who publish their own books or who go with some of the wide array of pay-to-publish options—even consider sending their book galleys to these publications for review. Some haven’t even studied the publishing industry to a great enough length to consider getting their books and ebooks reviewed at all.

Do you have a published book or ebook? Do you know what your book review options are? In fact, most new authors do not know about the hundreds of book review sites, they haven’t discovered that many bloggers review books and they haven’t noticed that many publications and epublications publish book reviews. Did you know that, if you have your book at Amazon.com and other showcase sites, you can ask reviewers and even your readers to post reviews there.

Here’s What to Do:
Once you publish your book, start looking around for people who review books in your genre/category and ask them to review your book. Check out appropriate publications. Also find out who is reviewing similar books for showcase sites and contact them for possible reviews. Sometimes your colleagues, librarians that like your book and others who are interested in your genre/topic will write reviews for you.

Sample Review
Here is an example of a review for my latest book, Publish Your Book, Proven Strategies and Resources for the Enterprising Author. This one appears at Amazon.com, on Facebook and other sites where the generous reviewer has posted it:

“This book is about publishing—and about the idea of the book, how to build in promotion as you write, how to find the perfect publisher, to know your target audience and where to find those readers. You’ll learn the difference between a query letter and a book proposal and why you need both. There are sample cover letters and synopsis, and an About the Author sample too.

Publishers look for authors who have established an audience, have a marketing plan in place, and who can communicate those strategies. Learn how to set up your own book tour, unlikely places to sell books, and how to convince a publisher your book will make money.

Statistics show a successful fiction book sells 5,000 copies; non-fiction, 7,500. Fry shows you how to be one of the successful authors. She shows how to promote your book even when you are bashful, how to keep track of sales, and the importance of using a professional editor before submitting your book to the publisher.

From the idea in your head to the book in the hands of your reader, this book covers it all. Much more than a book about publishing, it’s a reference book to have next to your computer as you write. After all, 81% of Americans think they can write a book. Fry’s book will help your book get noticed, published, read, reviewed and talked about.”

Are you continually speaking to your audience?

You wrote a book in order to share a message, information or simply entertainment value with a particular audience. Once that book is published, it is your responsibility to bring it to the attention of your audience and to keep it alive for them.

I am always blown away when I attend an event and learn that most of the dozens or hundreds of writers/authors there have not heard about SPAWN (Small Publishers, Artists and Writers Network) or about me and my books for authors. I do what seems like an incredible amount of promotion through this blog, through the many articles I write for related publications and through public appearances. I estimate that the promo that I and others do on my behalf has the potential to reach over 30,000 people each month.

So how is it that, when I attend an event like the huge Los Angeles Times Festival of Books, so many people claim they have never heard of Patricia Fry, my books or SPAWN?

There are those, of course, who do know about my work and the organization. It’s always refreshing to know that some authors and hopeful authors are reading the most informative publications and epublications and that they are doing aggressive research.

But when I go out and meet so many authors who don’t know who I am, I realize that I need to step up my promotional activities. Is this your attitude? When you meet readers of mysteries who haven’t heard about your book or people in a job search, who are seeking help with finances, who care for an elderly loved one, who want information on flying, gardening, cooking with herbs, etc and who haven’t heard about your book on this topic, what do you do? Do you get depressed because your marketing efforts are going unnoticed? Or do you start devising a more aggressive promotional plan?

Certainly, we can’t reach everyone using one or two promotional ideas. And we can’t expect to be found just by being. A website needs to be promoted in order to be noticed. Your promotional efforts must be ongoing and vigorous. Don’t submit an article to an appropriate newsletter or magazine and then wait for results. Write many articles (or stories) and submit them to dozens of publications, keep upgrading your website and invite your audience, show up at every appropriate event, talk about your book wherever you go, connect with the organizations and people who work with or attract your audience and so forth.

For more on book promotion, be sure to order my book, Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. It’s on Kindle and Nook—at Amazon and B&N and other book outlets on and off-line.

I’m back from a busy weekend at the Los Angeles Times Festival of Books. What a great event for authors. SPAWN (Small Publishers, Artists and Writers Network) had the equivalent of two booths and we arranged space inside for our members to sell their books. Some sold quite a few books. (I sold out of Publish Your Book and Promote Your Book.) Most members made some amazing connections. Here are some of them:

• An editor from a major magazine wants to write a story about one of our author members.

• One member made contact with representatives from several book clubs. She has decided that her book would be a great book club book.

• Another member connected with someone who wants to recommend his book to her clients and students.

• One member signed up new clients for her business.

• We handed out dozens of SPAWN member applications and signed up 3 members on the spot.

• I collected contact info from several great sources for upcoming issues of the SPAWN newsletter.

• We handed out around 250 SPAWN Catalogs of Member’s Books and Services, which means that many of our members’ books are being noticed and maybe ordered.

• Likewise, I met dozens and dozens of authors who expressed an interest in my editorial services.

• And we learned new marketing techniques and ideas for new publicity forums from one another.

You cannot go out in public with your meaningful nonfiction or entertaining fiction book or even a lovely children’s book, without making some worthwhile connections. So I hope that all of you with books are seeking out public appearances, becoming known through social media and following up on the people you meet while out and about.

I expect my Amazon sales to rise after the exposure my books got this weekend. Publish Your Book and Promote Your Book were very popular. Now hundreds more people know about them. To some people, a lower price (such as Amazon can offer) is more valuable than the author’s autograph. And that’s why we need to have our books for sale everywhere and why we need to use a variety of avenues through which to promote our books.

What can you expect from your bookselling activities? Do you have expectations? How often are your expectations actually met? When your expectations aren’t met, what do you do next—give up on that book promotion activity or try it again using different tactics? How’s it working for you?

Some authors decide which book promotion activities to pursue and which not to pursue based on what others say. For example, someone from your writers group says, “You can’t sell books at book signings, so don’t even bother.” Before buying into that statement, find out how many signings he has done, where, for what type of book, with what sort of advertising/promotion, etc.

Not only will this information help you to determine whether this author’s experience has true bearing on the event you might have planned, it might give you some ideas about what to and what not to do when organizing your signings.

Rather than a “signing,” why not throw a party, for example? The more members of your audience that you can attract, certainly the more books you will sell. So think about creating an event that would attract them or plan it where you know they will congregate—a motorcycle rally, a dog/horse show, the botanical gardens on opening day, a wine-tasting event, or the grand opening of a sporting goods store, cupcake bakery, children’s bookstore, etc.

Now that you have a published book to promote, are you using all of the skills you used while writing it—creativity, tenacity, discipline, determination PLUS all the marketing skills you can muster? You’re going to need all of your skills and abilities in order to successfully promote and sell copies of your book.

While book promotion is not an exact science, there are things you can (and should) consider that will make the experience more successful:

• Think outside the box. Try something new and different. Put a new twist on some of the traditional bookselling ideas. As the industry and technology changes, so do readers’ buying and reading habits.

• Consider your readers rather than your comfort zone. Hone the skills you need to put your book before your audience, in the way they will accept it. Go where they are or learn what it takes to attract them to your bookselling events.

• Visit the websites of authors with similar books and find out how they are marketing their books. Snoop at their media pages, activities/appearances page and their blog site.

• Be willing to get involved with online marketing as well as in person.

For specific ideas and help devising a book marketing plan, order your copy of Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author at amazon.com or http://www.matilijapress.com
Also available in bookstores downtown.