On Sunday, Joanna Penn wrapped up the conference with a keynote address.  Sorry the photo is a bit blurry.

 

She talked about how deeply unhappy she was in her day job–she’d actually written her first book as a response to how unhappy she was.  Then, she went to a vanity press, got a bunch of copies…and well, you know how that turned out.  Though a vendor is trying to make money off that old book.  I saw it online for $200!

When she jumped in on the early days of epublishing, she also came up with a lot of different ways to make money that were related to the books.  She expected that she wouldn’t make money with the books for a while.  That was a very realistic way of viewing what she was doing.  Most writers seem to think their writing is so fantastic that everyone will flock to it and turn it into a best seller.

She also noted that marketing should be able to happen all the time even when you aren’t tending to it.  That goes to making smarter choices about marketing, rather than doing as I saw a writer say, “Writing books is 90% marketing and 10% writing).

Like going to Amazon and starting to type “How to” and seeing what those results are…and doing a book using those results.  She updated her first book and released it again under the title Career Change–because that was an Amazon search term.  It helped sales because it showed up first when people typed it in.

She also brought up consistency, which was a theme during the conference.  She was doing podcasts and got frustrated with the lack of success with them.  But then buckled down and started doing them consistently each week and then they gained popularity.  I think this is the hardest thing is just sticking to the schedule.

The conference was all very positive, and I’m glad I was able to hear Joanna speak.  It has been hard sometimes to connect books and blog posts to actual actions.

One of the first things I did after I got back from the conference was to set up an email newsletter, which you can find here.  It’ll start up on December 3.

 

The conference had perfect timing being early in November.  This week we had our first snowfall—usually we don’t see any snow until January and February.  I’m glad I wasn’t taking the train in that!

This was only half a day, but the panel below had a lot of notes:

The Jeopardy Approach: How to Find Thousands of True Fans

Short summary: Email newsletters.

From last year’s conference, I picked up one piece of advice on newsletters: Just because you’re overwhelmed by email doesn’t mean everyone else thinks the same.

This workshop was stepping off into the deep end.

What is marketing?

“Marketing is getting someone who has a need to know, like, and trust you.” – and buy books.

Email builds the relationship with the reader over time while they’re waiting for the next book to come out.  Consistency, of course, is key.  If people come to expect your emails, they’re more likely to read it.  If you fall off the schedule, the rest of the world fills it in…and when you send out another email again, they’ve forgotten that you’ve signed up and get annoyed. (This part is not from the workshop, but my thinking on it).

The basics

Be human

I think that’s the biggest problem when writers try to figure out how to market.  They don’t see any sales, so they go onto Twitter and start sending out tweets for “Buy my book.”  A writer friended me on Facebook.  I should have looked at what she was posting because her first three were “Buy my book.”  Spam makes the rest of the world think you’re a robot.

Be consistent

This is like a TV show…same time, same day.

Schedule it all in advance

Just plain time management 101. It’s hard to be consistent if you’re in constant reaction mode (not to mention stressful!).

Use monthly themes

This helps with coming up with ideas for the newsletter.  Themes can be focused around releases.  I’m going to do a digital organization in February and do a release of a book called Digital Minimalism: Reduce Clutter on Your Computer Now (there’s a specific reason for this month, but more about that when I go into Joanna Penn’s keynote speech in Part III).

Provide positive value

I think this one is really important.  When I have subscribed to writer newsletters, I end up just getting an announcement of the next book coming out.  Contrasting that to FundsForWriters, which has two short articles about writing and a list of markets, plus any new books coming out by the writer.

No rants!

I think this is pretty self-explanatory.  I personally would add no politics to that.  You can turn off a reader really fast with politics.

Recommended newsletter schedules

Five days a week

Which isn’t as scary as it sounds.  The proposal was about 100 words, or 3-4 sentences, just like a Facebook post.  Follow a topics schedule:

• Monday – Inspiration
  Tuesday – How to
  Wednesday – Links (two, with a sentence about them)
  Thursday – longer question
  Friday – Podcast or video

Weekly

Explore this world—drama, humor, self-help, education.  I think it is tough for fiction writers though because it doesn’t have the same neat fit that a non-fiction book does.

Create a buzz

This newsletter is like a TV season, for example: Game of Thrones.  Do a story in email over three months and spend the rest of the year creating a buzz.

It’s interesting that nowhere on this list are the two most common mailings…once a month and when there’s a release.  In this fast moving world, those may be too little.

Based on this panel, I’m going to start an email newsletter December 1.  I’ll be doing the five days a week option.

Part III of this will be next Tuesday.

 

Last weekend, I attended the BookBaby Conference in Philadelphia.  BookBaby (yeah, I know.  That name…) is a company that does all the stuff that happens after you create the manuscript.  The conference was entirely focused on marketing books.

I went last year, too.  That was their first one. It was a little rough around their edges.  Most of the panels were from vendors and framed marketing from the perspective of non-fiction.  It’s a lot easier talking marketing for non-fiction than it is for fiction.  Almost all the advice I see on marketing assumes non-fiction, and fiction is a completely different animal.

But I still got enough out of it that I came back…especially when I saw the keynote speaker: Joanna Penn.

Philly is two hours out of DC, so I hopped a train out of Union Station.  The hotel was by the Delaware River.

I don’t like the city much because it’s hard for me to eat.  I’m gluten free and dairy free, and the majority of the meals have some form of bread in everything.  If it’s not breaded and fried, it’s in a sauce.  I like travel and don’t like travel.  Food is always hard.

This conference had a more diverse group of speakers (still some who were vendors), but this time I felt more like it was speaking to the fiction writer.

Self-Publishing is Not a Backup Plan

Eva  Lesko Natiello gave this panel.  Highlights:

1. The #1 thing is to get reviews.This came across over and over during all the sessions.  Amazon gives all new books a bump in the rankings for about 30 days to give it a chance to be noticed.  Reviews show activity and interest.She also said to put a request in for reviews at the back of the book.  I’ve seen traffic on this before.  Some say to do it, some say it makes you look desperate.  But I’m trying it anyway.  At this point, it’s not going to hurt.
2. Use subtitles.
   This was an interesting one. The subtitles don’t go on the cover itself, but in the field on Amazon.  It might provide additional keywords and the genre.  She noted that a traditionally published writer got stuck with a cover that totally misrepresented the book and put it in a different genre than it was (it was women’s fiction; cover was young adult male).  The publisher refused to change the cover because of cost, so she suggested they add a subtitle to Amazon to clarify the genre.
3. The Amazon Link
   When you copy and paste the link to your book from Amazon, they know it comes from you. All the sign-in info is in that link.  So you have delete everything after the ISBN number so that the link is clean.

Success Leaves Traces

This one sounded better than it actually was.  Highlights:

1. Rise to the challenge
2. Understand and practice the pain of discipline
3. Combine persistence with perseverance
4. Willing to learn from every possible source
5. Embrace the partnership with editors and other publishing professionals.
6. Know the power of information
7. Know the importance of relationships
8. Constantly search for the next opportunity to practice their craft

Typing it out from my notes, it’s a good list, and yet the session was somewhat unmemorable.  But a particular highlight is item #4.  There was a writer I absolutely loved when I first discovered her series.  Every time I visited B. Dalton, I looked on the shelf to see if she had anything new.  Every book she wrote got better.

Then she turned into a best seller and decided she didn’t need to learn anything new.  Her writing went downhill.  She still sold books, but I went from buying them in hardback to getting them at the library.  Then, eventually, only occasionally at the library because the books weren’t worth my time.  A few books ago, it looked like she was trying to recapture those early days (maybe sales have gone down?)—and she can’t.  The skills she had then are completely gone.

Book Marketing Masterclass

This was one of Joanna Penn’s sessions.  It stated right after lunch, so I came back half an hour early to make sure I got a seat.  I figured it would be full, and I was right!  We had people sitting on the floor.  She just did a post about the conference.

 

Highlights:

1. Strategy is choosing what you want to do and more importantly, what you don’t want to do.
   Pretty much, if you hate doing something, you’re probably not going to be very successful at it.  This, of course, includes writing in a genre you don’t like.
2. Long term marketing has to be autopilot
   Because we need to write!
3. Put links everywhere.
   In the front of the book, in the back of the book, in your email signatures. I came back and uploaded the eBook for Cursed Planet with a updated bio to add more links.
   An email responder can also be used to add more value, providing a link to a podcast or an interview.
4. Consistency
   This is another tip that came from multiple sessions. For blogs, post on a schedule and stick to it (which I haven’t always done).  She recommended doing content planning because otherwise it can really be hard to keep up (something else I’m going to think about).  I remember one writer from my old WANA group who waited until the last minute—when she needed to post—to come up with an idea for the post, write it, revise it a bunch of times, and then post.  She was complaining about how much time the posts took.
5. Pinterest
   She mentioned that she was on Pinterest, because she loves pictures. She uses pictures to show some of her research for her books (it’s under the J.F. Penn name if you go looking for it).  I’m visual spatial and like pictures, but I’ve been so overwhelmed by my day job, something like Pinterest was too much.  Things have improved there, so I’ve created a folder for my current project, Last Stand.  https://www.pinterest.com/garridon/

That’s  just the first day.   Part II of this will be posted next Tuesday.