Category Archives: marketing/publicity

Good as gold

Getting a mention of one’s book on network television is kind of a Holy Grail for authors these days. It’s right up there with being interviewed by Terry Gross on NPR’s  Fresh Air.  Network attention was exactly what my client Chris Grabenstein got a couple of weeks ago, in the most serendipitous way. Chris’s Middle Grade adventure Escape From Mr. Lemoncello’s Library is beloved by kids all over the country, who are eagerly awaiting the sequel, Mr. Lemoncello’s Library Olympics, in January. But Chris had no idea that it would turn out to be part of a major gag on Seth Meyers’s late-night show. On the pretext of forming a new family, Meyers and his brother interviewed a series of kids on camera. They asked one little girl the question, “What’s your favorite book?”  And she immediately answered, “Escape From Mr. Lemoncello’s Library.” That led to a prolonged improvised comic riff on the title between the brothers Meyers. Licensing restrictions prohibit me from embedding that clip into this post, but suffice it to say that Chris’s phone started ringing off the hook. He also got a nice Amazon ratings bump.

Nobody can take credit for a break like this one—it was just luck of the draw that this little girl happened to be such a big fan of the book.

Actually, Meyers has turned out to be a great friend to the reading public.  He regularly features novelists as guests on his show—something few late-night network talk show hosts are doing these days.   Recently, not only big names like Stephen King and George R. R. Martin have been guests, but newer, younger writers like Marlon James, Joshua Ferris, and Hanya Yanagihara have all been on Meyers’s show to promote their new books.

Meyers’s interest in contemporary fiction is certainly a boon to both authors and the public. But he shouldn’t be a minority of one. There’s no reason Fallon, Kimmel, Corden, Colbert, or the yet-untested Trevor Noah shouldn’t hop on board. As many of us know, writers can be articulate, entertaining, and very funny people. They are often highly sought-after as party guests. What better qualifications for being on a talk show?

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Behind the scenes of a bestseller

We are all looking for great books that will hit the bestseller lists. That’s the reality of being a book agent. There is nothing more exciting or rewarding than having a project you absolutely love be well supported by the publisher who acquires it and then subsequently embraced by the public who come out to buy it. In our dreams, this happens with every book we sign up. In our reality, it happens very, very rarely.

So, I like hearing about and sharing stories like this one about a nonfiction self-help book (a category I still do a lot of business in despite a very tight market for it) published in 2013 called YOU ARE A BADASS by life coach Jen Sincero that started off slow and has since become a surprise bestseller. It does illustrate that working hard throughout the publication process and beyond is critical for authors, as well as their publishers, if they want their books to be successful. Too often we see books come out of the gate slowly and never able to hit their stride due to a combination of the publisher withdrawing their support and the author slowing down their brand building and marketing efforts. I think that edgier books can really work in the current market, and I’m thinking about this one as well as the recent cookbook bestseller THUG KITCHEN: EAT LIKE YOU GIVE A F*CK, which also has profanity in its (sub)title!

I also think this approach translates to those who are seeking to be published in the first place. Often these roads are long and winding, and you need to be resilient and fierce in your efforts to both produce high quality work as well as your attempts to sell, market and promote it. Remember, you are a badass, like Ms. Sincero says, and clearly her message is resonating in a big way.

 

 

 

 

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#JonVoyage

As anyone with an internet connection likely already knows, Jon Stewart shuffled off our television sets last night taking with him The Daily Show as we know it.  It remains to be seen whether books will get as warm a welcome from Trevor Noah as they did from Stewart, but the publishing world always mourns when any friend of books says goodbye to their TV audience, taking their power to make a book a household name with them.

But it’s touching to learn, via the Washington Post, that Stewart had time for one last plug close to his heart:

We’ll miss you, Jon.  And your helping hand!

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Keep your sense of humor

There has been so much attention on the new Harper Lee book released a couple of weeks ago that it prompted even me, a veteran publishing professional, to buy it as well as a new paperback edition of TO KILL A MOCKINGBIRD to re-read. GO SET A WATCHMAN came out to numbers that compare to Jurassic World for the book biz: over 1.1 million copies sold across formats in less than a week, over 3.3 million books printed according to wsj.com. Never have I seen in my almost 17 years as an agent such hoopla surrounding a book’s publication.


I know it’s a big deal, but it even surprised me with the scope of its coverage. I mean, last time we saw a book get so much attention was when the 50 Shades sequel was published in June (joke)!


So, it cracked me up when I came upon this piece recently in Publisher’s Weekly by (as it turns out, didn’t realize when I was reading it) Jane’s client Mardi Link about how her book’s publication fell on the exact same day. What are the chances? She has such a funny take on the whole scenario that I thought it would be fun to share.


As I’ve said on the blog before, so much in life is about timing. What do you think? Is she onto something by using her competition as a way to get publicity for her own book? I think it’s a very clever approach, and an entertaining one as well. Hope her book does a fraction as well as Harper Lee’s!

 

All-Important Deadlines

 Jane Dystel wrote an informative blog post earlier this week about the Acceptability clause, which can come into play when an author’s completed work proves unsatisfactory (fortunately, a rare occurrence)  or when an author does not make the contracted deadline.

The writing process requires great discipline, but it can also be unpredictable. Authors may promise, and fully believe, that their work will be completed and delivered by a certain date, but that date might prove to be somewhat unrealistic. As soon as it becomes clear to a writer that this may be a looming problem, he or should make it known to the agent and editor.

In this business, where publication dates are slotted in so far ahead, a late arrival of a manuscript can create a domino-effect of problems. The editing process may turn out to be extensive, requiring large amounts of time for rewrites. Publishers’ catalogs are planned seasonally, far in advance. And so it is not a good thing if your book is already in the Fall catalog but, because you turned in your manuscript so late, it now won’t be coming out till the following Spring. Consider your editor: she will now have to add your late manuscript to the ones she will already be working on from other authors who turned in their work on time. That creates quite an editorial logjam.

Moreover, marketing plans are also made far ahead, timed to the book’s publication. If that publication is delayed but you already have several big media breaks or appearances set, then everyone, especially you, will wind up with egg on their faces. And of course, avoidable problems like these do not leave your publisher happy, or willing, to work with you again.

Most publishers are understanding when an author lets them know that the manuscript will be coming in later than expected, and they will make adjustments if necessary. Just be sure to alert them as far in advance as possible—because nobody likes nasty surprises.

Making the Long Wait Work For You

It’s great to be able to say that I love my clients to pieces, every last one of them. I’m lucky to have a lot of empathetic authors in my stable, people who understand that publishing often moves at a glacial pace and who are willing to take that slow ride with me.

This is a business of long-range plans. In track-and-field parlance, it’s a marathon, not a sprint. It takes time to develop a good, bulletproof proposal; time to perfect a manuscript so that it is suitable for presentation to a publishing-industry professional. Then it takes time for acquiring editors to consider it; to bring it to their acquisitions boards and to the dreaded marketing department, which often has the final Yea or Nay. And, assuming the book does find a home with a publisher, it can be a full year or two before it’s edited, designed, printed, and available for sale.  Publishing schedules are planned far ahead, with projects lined up and slotted in like backed-up planes on a runway, waiting to take off.

Many authors now realize that this lag time can be maximized to market that forthcoming book. It’s the chance to build and strengthen your platform, to size up publicity opportunities that might be available further down the road when the book is launched. Monthly magazines that work four to six months ahead have to be pitched well before their long lead times. Holy-Grail dream targets like Terri Gross on NPR’s Fresh Air or anything with the name Oprah in it need to be approached early. And all the while, you can be increasing your social media presence on Twitter, Instagram, and Facebook.

These days, unless you pay dearly for the services of a public-relations firm, nobody is going to do all of this for you. Publishers’ overworked marketing staffs can only devote so much time to each book, each season. The more you can bring to the table marketing-wise, the better your chances of a successful book. That’s why publishers are always on the lookout for authors who bring their own strong platform with them.  If you can offer that, you’ve already won half the battle.

Do you have any of your own thoughts on how to maximize that waiting time? I’d be happy to hear them.

 

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Libraries and Discoverability

Where do readers find out about new books?

It’s one of the questions every publisher asks itself over and over–perhaps even every time they release a new book. And on that topic, there was an interesting article in PW this week by branding guru David Vinjamuri about how libraries should be utilized to promote new titles. Vinjamuri makes some fascinating points here, especially when he correctly show how libraries do not cannibalize bookstore sales, which is unfortunately a truism that children’s book publishers have railed against with their corporate overlords for years. I was also impressed by his analysis of how important physical space is for discoverability, and how the shrinking of physical display space through store closings has affected sales—though it’s a little depressing that one takeaway here is how much people really do judge books by their cover!

Now, one can certainly debate Vinjamuri’s ultimate conclusion that publishers should work with libraries to replace bookstores as a means for finding new books. Myself, I wonder if a cynical attempt to promote through libraries might backfire, and backfire badly, as I think most people at some level go to libraries to escape commerce. I also know from years spent talking to librarians at ALA that they tend to guard their independence rather fiercely, and it’s hard to see them getting into the pay-to-play games of co-op advertising and display space.

But on the other hand, it’s great to see someone suggesting a new approach to book promotion. As I’ve written before here on the blog, with all the sales data available now, I wonder if we’re going to see more inventive ways of publishing and promoting books. While marketing through libraries may not be the best way to go, the fact that marketing types are thinking this way could lead to some rather interesting new book campaigns in the coming months and years.

Okay, enough speculation. Let’s get back to the question at hand—where do YOU (as a reader) find out about new books? And if libraries are one of the places, do you think publishers should market through them?

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Pulling an Oprah

As agents, our number-one job is to look out for the best interest of our clients, from the scope of their writing careers to each individual project. Just as we’ve signed up a number of successful self-published authors and helped them achieve traditional publishing contracts, we also suggest digital self-publishing to our traditionally published clients when that seems to be the best option for them.

But not every author has the time, interest, or know-how to self-publish an e-book. DGLM to the rescue again! Our digital publishing program, run by yours truly, exists to assist them with the details, from lining up freelance editors and cover designers, to building e-book files, to strategizing marketing initiatives. Authors who have taken advantage of this service include those with a sizable backlist, like David Morrell, as well as talented debut writers with projects that just haven’t found a home.

Why am I talking about this today? Because we have a free gift for you! And you! And you!

We’ve put together an e-book sampler that includes excerpts from eight thriller titles self-published by our clients.

Help yourself to our Thriller Almanac!

ALMANAC FINALKindle     Kobo     Google Play      iBooks

We’re curious to see how giving away a free sample could boost sales in this genre, and we’ve asked each of the participating authors to spread the word in their social media circles.

And now we want your input! If you’re an avid e-book reader, please let us know what you think of this sampler.

Are the end points for each excerpt exciting enough to make you want to buy the whole book? How do you discover new e-book authors? What’s the perfect price point to tempt you to take a chance on a series you’ve never heard of?

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Author blogging

Yesterday morning, I met up with one of my clients, Shandy Lawson, for a general catch-up meeting. One of the items on the agenda was Fiction Locker, a website he started to encourage young writers. I’ll get my shameless plug over with right now—it’s a great site, with plenty of writing options for those over 19 as well, so please check it out!

And actually, shameless plugging dovetails nicely with a little piece I saw today via Facebook from The Book Designer about the 5 Marketing Mistakes That Beginning Fiction Writers Make. In particular, I was struck by Number 3, Maintaining a Blog to Attract New Readers. It seems like obvious advice, but with Twitter and Facebook, I sometimes feel like the good old fashioned blog gets overlooked. And Jason makes a good point that the key to successful blogging is to provide quality material that connects with the right people, i.e., people who would then buy your book.

At the same time, Jason rightly cautions against using your blog as pure promotion, (or shameless plugging—he got me there!) which brings us back to Fiction Locker. Now, I know Shandy has a genuine interest in encouraging young writers, and the focus of Fiction Locker is squarely on helping teens find their voice. But at the same time, Shandy and other contributors are YA authors… and if readers want to check out their books, great!

In other words, here’s a good example of a blog that delivers meaningful content to the right people. But I’d love to know—are there other author blogs out there that you think do a good job of connecting?