Do You Need an Editor?

My normal pattern is to pose the question in the title, then make you wade through a lot of patter to get to the ending. Not this time. Do you need an editor?

Probably. Goodness knows I do.

I’ve seen too many manuscripts that, though not intrinsically horrible, were spoiled by the irritation of poor editing, leading to typos, continuity errors, formatting problems, etc. This did not begin with self-published books, but they may have intensified it. Part of the problem with eBooks is that there are many different eReaders and but no universal standards for formatting, and even the best designed book may be undone when users tamper with the font size and background colors and such. But a lot of it is just poor proofreading.

Even before we get to the proofreading stage, though, every book needs careful proofing during the revision process to make sure it is as good, as consistent, as accurate, and as powerful as it can be. I read my manuscripts repeatedly before they’re published, but I don’t consider that editing. I don’t think authors can edit themselves. There comes a time in the writing process when everyone benefits from an outside opinion, someone who can give them insight into how the rest of the world, those who did not create this story from scratch, might perceive it.

Outside editing shouldn’t bankrupt you. I’ve seen too many people come to my summer retreats only after spending four or five thousand dollars for editing, and in some cases getting the worst advice I’ve ever heard from people who have clearly never published a book with a major publisher, if anyone. Being a former English major is not enough. Choose an editor with real experience and a reasonable pricing scheme.

That said, don’t EVER pay for an editor:

  1. after only one draft. Too soon. This is the time for you to revise, not someone else. Only hire an editor after you’ve done everything you can think of to improve it.
  2. just so you can say in your query that your manuscript has been professionally edited.
  3. because you’ve been swayed by a dramatic sales pitch from someone calling themselves a “book doctor.”
  4. just to get validation from a third person. Come on. No one you pay is likely to tell you that you’re terrible.

I always recommend that, after you think you’re finished, set the manuscript aside for a month, do something else, then reread it. That alone may help you find obvious ways to improve it that you didn’t see when you were too wrapped up in the creation process.

But when the time is right, get a good editor. It will increase the quality of your manuscript as well as your chances of success.

I don’t think I’m the only good editor out there, but I’d be remiss if I didn’t mention that I do offer editing and critique. I find it a pleasant way to fill the day after I’ve done my own writing. It actually exercises a completely different, much more analytical skill set than writing itself.

If you’re interested in my editing or critiquing, please visit my website: http://www.williambernhardt.com/red_sneaker_wc/publishing_editing_services.php

Do You Need a Marketing Guru?

If anyone had asked me that question six months ago, I would have said no. Maybe even three months ago. To be fair, I’m accustomed to doing things myself. I’ve managed this writing career, for good or ill, for thirty years. Then again…we get agents sometimes to negotiate better sales. We get lawyers to review contracts. Others design covers and format the interior. Why not a marketing guru (which is NOT the same as a publicist). Marketing has become more important than ever, particularly in the online arena.

Fortunately, I had a new perspective pressed upon me by my friend and fellow writer Sean Callahan. He has spent years researching this field and as a result, knows all the latest and greatest, what works and what’s a waste of time and cash. He tosses out terms like “conversion” and “market penetration.” and it actually makes sense. I had a two-hour conversation with him a while back and learned more about marketing than I had in my entire previous life.

This is why I’ve invited him to the Red Sneaker conference (Sept 22-24). So he can do for the rest of you what he’s already done for me.

A few things to think about:

Conversion: The idea is to turn all your online and social media activity into book sales. Interestingly, this isn’t always as direct as it might seem. The best posts don’t overtly promote or contain links sending someone to Amazon. Better in the long term, Sean says, to send people to your website and collect their email address. Then you can notify them about your latest work till the end of time. Mail Chimp is an inexpensive way to keep the addresses organized and use them effectively.

Metadata: Personally, I’m always flummoxed when sites or people ask me for keywords or other forms of metadata. I don’t know what to put. Jungle Scout is a program that will research the field and provide a ranked list of possible terms for promoting your book. And remember–you can change terms at any time. Try a few, and if they don’t work, or they’ve taken you as far as they can, try some some different ones.

Amazon Marketing Services allows you to place ads on Amazon to promote your book (or any other product). To be fair, this will cost more than Facebook ads, though possibly not as much as you might imagine. And unlike Facebook ads, they pay off. Use the search terms you’ve discovered to craft a highly effective ad. And if you haven’t been successful in getting Bookbub to promote one of your books–consider a Bookbub ad. Sean advocates a procedure know as “ad stacking” to get the biggest bang out of your buck and to get the news about your book in front of the maximum number of people.

I haven’t even started on branding or levels or online engagement…or a host of other terrific ideas. You need to talk to Sean. And you can do so–at no additional cost–at the Red Sneaker writers conference. Have I convinced you yet that you need to attend?

Here’s a link to register or get more information: https://www.rose.edu/content/business-community/community-learning-center/writers-symposium-2017/

Publishing 103: The Other Alternatives

In the last two blogs, I covered traditional publishing and independent (i.e., self-) publishing. This time I’ll cover all the other possibilities–that I know about. If there are some I missed, please write and let me know.

You’ve probably heard the term “hybrid publisher,” which originally meant someone who has both traditional publishing contracts but also self-publishes. (Today, with so many options, the hybrid might be doing several of any number of things.) The statistics at Author Earnings indicate that hybrids, as a group, are pulling in more author income that any other category. The usual, though not only, hybrid approach, is to self-publish, develop a following, then parlay that success into a traditional contract, which may only include print rights, or may be for a sequel or related work. In fact, they may come to you. Traditional publishing watches the Kindle bestseller lists carefully, and if they see a self-published author running up impressive numbers, they often contact them with an offer.

Amazon Publishing is a major force in today’s book world. (I’m not talking about Kindle Direct Publishing for self-pubbed eBooks, I’m talking about Amazon’s own traditional publishing branch.) When people talk about the Big Five, they are usually referring to the big corporations with New York offices (kind of like the Tonys only go to plays presented on Broadway). If Amazon were put on the list, in terms of sales, they’d be No. 3. With a bullet. While the number of books Amazon publishes is relatively small, their sales are significant. Are you surprised? Of course Amazon the retailer gives preferential treatment to Amazon the publisher.

Amazon’s contracts are among the most progressive offered today–usually for a set term, 50% royalty on eBooks, paid monthly, and allowing you to reserve subsidiary rights. Amazon has an imprint for every kind of book imaginable, including both genre and literary work. You do need an agent to approach Amazon Publishing, which means you’ll be giving a good chunk of your earnings to an agent. Unless…

…you go the Kindle Scout route (like I have, twice). Kindle Scout allows you to get into Amazon Publishing without an agent, and in much less time. They call it a crowdsourcing site, but in truth, the decision what to publish and what not to publish is based on many factors, not merely how many “nominations” your book receives. Like any other publisher, they choose the books they believe will be most successful.

A more genuine crowdsourcing alternative would be funding a book through Kickstarter or Indiegogo, or acquiring patrons through Patreon (which full disclosure: I have a page on). Kickstarter has funded many individual books, while Patreon funds the artist, allowing them to produce their work or provide mentoring to others. The patrons receive many rewards, so it should be a win-win for everyone. The magic of the internet is that, even if each individual makes a small monthly contribution, the aggregate could make it possible for the artist to create without being controlled or robbed by a big corporation. If you’re interested, please check out everything I’m offering on my Patreon page: https://www.patreon.com/willbern

BEWARE! The Big Five publishers now have vanity press lines (Simon & Schuster’s Archway Publishing, for one example). Don’t be fooled by the fact that it’s affiliated with a big company. If they ask you for money, it’s a vanity press. I don’t care if they call it a marketing fee or an editing fee or anything else. If they want money, it’s a vanity press, and if you think that will ever lead to anything good, you are simply kidding yourself. Don’t let the desire to tell friends you have a contract with a Big Publisher lead you to a poor decision. Your friends will learn the truth. This path can only lead to embarrassment.

The Big Five also have “digital-only” lines, that is, all they want is the eBook. They may or may not acquire the print right or audio rights, but they will only publish the eBook. These lines have proven profitable for the big companies–but not so much for individual authors. If you prefer this to learning how to self-publishing, that’s fine, but if you’re doing it because you think you will have great sales or the prestige of being affiliated with a big publisher, I would reconsider.

Don’t be overwhelmed by all the possibilities. Be delighted. When I started back in the 80s, authors basically only had one viable route to publication. Now we have many, and that’s good. I like anything that puts more power (and income) in the hands of the creators, the people without whom books would not exist.

Modern Publishing 102: Indie Publishing

Just to be clear, what we now call indie or independent publishing is what we used to call self-publishing. What we used to call independent publishing was every publisher other than the New York mega-houses. Today, indie publishing accounts for more than two-thirds of all books published in the US.

Self-publishing does not have the stigma it once did, but I’d be fibbing if I suggested it has none at all. If you’re talking to someone who knows anything about the current publishing environment, you’re unlikely to see much judging. The fact that some people have made self-publishing successful speaks for itself. If you’re talking to someone who wants to be perceived as “literary,” a critic, a gossip, a professor, or one of the lucky few still making money from traditional publishing–the reaction may be different.

Some people start out trying for traditional publishing and if that doesn’t work opt for indie. Some people start with indie, work hard, acquire some strong sales figures, then use that to attract a traditional publisher. And some people–the hybrids–do both at the same time. All of these approaches are viable, and I for one am glad to see that writers have options. We are, after all, the ones who create the stories people love. We should not always be at the mercy of giant corporations peering relentlessly at their bottom lines.

To make indie publishing work, you must:

  1. Hire an editor
  2. Learn about formatting, distribution, and design
  3. Master marketing
  4. Create a brand, or
  5. Hire someone to do all of the above for you.

Did you notice that I put the editor first? Good. There’s a reason. Yes, I know–you have excellent writing skills and got As in English all through high school. But no one catches everything, and for that matter, you might need input that goes beyond merely catching typos. Maybe you need fact-checking, or credibility checking, or input on character likability, or pacing or viewpoint or…

Bottom line, no one catches everything, not even writers with 43 published books. We can all benefit from outside eyes, a reliable but honest beta reader. Or ten.

Formatting eBooks isn’t hard and you can learn it in a few hours. Formatting print books, even for print on demand, is hard and will take much longer. If you have no graphic design or layout experience, or you hate computers, you may want to consider hiring someone to do this, at least the first time around. Cover design is also critical, but there are many good cover designers online and you shouldn’t pay more than $2-300 for it.

I know you would rather write than market, and social media may drive you batty, but it’s necessary. If you think readers will find your books on their own because they are so splendid…you may be in for an unpleasant awakening. For that matter, even if you are published by a NY big shot you will have to market online and might well be contractually required to do so. Branding is simply establishing a reputation for creating a certain kind of work, a genre, subject area, series, or series character. Ideally, you want people to see your name and know exactly what kind of work they should expect.

If you hire someone to do this stuff for you, please beware of expensive services that use high-pressure sales tactics or prey upon your inexperience. Good assisted services include Girl Friday Publications, Book in a Box, DogEar, and Matador. At Amazon, Kindle Direct Publishing allows you to self-publish and see your eBook immediately for sale on Amazon, where most books are sold today. Smashwords, or Draft2Digital, will put your eBook everywhere else. Amazon also has CreateSpace, which allows you to create print-on-demand books and have them immediately for sale on Amazon. Others may prefer IngramSpark or Lightning Source, which will guarantee your book can be ordered by bookstores through Ingram (assuming a bookstore is interested in ordering your book–it won’t happen automatically).

If you’re waiting for me to tell you which way to go–it will be a long wait. You’ll have to answer this one yourself, but your decision should be based upon:

  1. What kind of books you’re writing, and
  2. What will make you happy.

Most indie successes have been with adult genre fiction, so if that’s what you’re writing, this course may be more viable. If only a print book, or a contract with a big company, will make you feel validated as a writer–then that’s what you should pursue.

So now we’ve covered traditional publishing and self-publishing. Next time I’ll discuss all the other options.

 

Modern Publishing 101: Traditional Publishing

Once upon a time–like when I started in 1991–traditional publishing was virtually the only game in town. If you wanted to get into bookstores–and you did, because that was the primary place books sold–you needed a publisher, the bigger the better. Unfortunately, that meant you needed an agent, who would take 10-20% of your share, so you could get a publisher, who would retain 85-96% of the proceeds from the sale of your book. Unless they paid you a flat fee, in which case they kept it all.

Today we have many options, and I’ll be discussing all of them in this series of blog posts. But I’m starting with traditional publishing, because it still exists, and some argue it’s still the most desirable, or at least the most prestigious. (I’m not saying I agree. I’m just reporting.) The Big Five NYC publishers lead the pack, but there are many other prestigious publishers that have national distribution, and beyond that, many regional, small, and university presses.

Getting a contract with a big publisher is supposed to be the aspiring writer’s dream, but that dream is more like a nightmare if no one can find your book, or sales are poor, or they edit it poorly or give it a silly title or an embarrassing cover (fyi, I’ve had all of the above). But let’s say you’ve got your heart set on traditional publishing. Here are the essential steps:

1) Accurately categorize your book

2) Find an appropriate literary agent

3) Prepare your submission materials (query letter, synopsis, etc.)

4) Submit

Accurate categorization is critical. Even if you think your work is too deep and complex to be pigeonholed, you must be able to tell people what it is or you will never sell it. Presentation materials differ from different kinds of books. For instance, nonfiction writers can pitch with a proposal, but fiction writers will need a completed manuscript. Agents tend to specialize in certain fields, as do editors. You must know what your book it is to find the right business partner. The Big Five do best with genre fiction (romance, mystery/thriller, SF, YA), and nonfiction with a strong hook or concept that could appeal to a large audience. You are unlikely to sell the Big Five books over 120,000 words, poetry, short story collections, memoirs (unless you’re famous), literary or experimental fiction. A smaller or regional press, however, might be interested (and might not require an agent).

If you want to be published by the Big Five, you will need an agent. If your project is unlikely to draw a decent advance, an agent will probably not be interested. Today, you have the advantage of using the net to obtain info about agents, and you may be able to query them online, too. The best sources for agent information are: WritersMarket.com, PublishersMarketplace.com (useful, but subscription required), AgentQuery.com, QueryTracker.net, and for the literary market, Duotrope.com (also requires a subscription). You can even hire someone to find appropriate agents and publishers for you. Visit Grad Student Freelancers.

While you’re researching literary agents, find out what they want to see, because it varies. All will want a query letter, a one-page pitch letter, though today it can usually be sent by email, or possibly pasted into an interface on a webpage. You will also probably need a synopsis for a novel (1-2 pages long), sample chapters, or a proposal (especially if this is nonfiction).

And then it’s time to submit. Don’t expect a fast response. Prominent agents receive about 300 queries a week. If you get no response, you probably need to improve your premise (read Promising Premise) or rewrite your query to make it more engaging. If people ask for a manuscript but then decline, there’s something wrong with your manuscript. Come to a writing seminar or retreat and we’ll see what we can do about that.

How long should you keep querying? Obviously, there’s no set answer here. How much can you stand? I will tell you this. I sent my first novel out, over a period of about three years, and it was rejected hundreds of times by agents or publishers. No, I am not exaggerating. I heard that it was boring, unbelievable, and poorly written. And then Random House/Ballantine bought it and sold half a million copies in the first three months.

So now you know why I tell my students to be persistent. Never give up. You’ve never been trying too long.

But if traditional publishing isn’t working for you, you might consider the alternatives. I’ll post about that next time.

Do You Need a Website?

This blog post will be a definite change of pace. Normally, I start with big broad questions, and then answer with something like, “It depends,” or, “You tell me.” But this time, I can be much more direct. Do you need a website? Yes.

Every author needs a website. I often tell people at my retreats not to trust an agent with no webpage. Why should it be different for a writer? Here’s the reality: Setting up a webpage is time-consuming and will cost you some money, even if you learn how to do everything possible yourself (which is doubtful). But the subsequent upkeep is less demanding. And the benefits are many.

We live in an online world, and you probably don’t need me to tell you that. There’s a reason malls are closing and Wal-Mart is no longer America’s number-one retailer. People shop online. Your books must be available at Amazon, and you should have an Amazon Author page (discussed in a previous blog). But you need more. You need an environment you can control, update, and use to promote whatever you need to promote. Even before you have a book to promote, you should start building the site and thinking of ways to get people to visit.

Make your webpage as interactive as possible. Active, not passive. Give away free stuff. Hold free video seminars. Give readers a way to contact you. Explore the themes in your work. Ask yourself: What draws people to my books? And then put much more of it on your website. Jan Brett gives out colorful freebies. Jeff Kinney (Wimpy Kid) has silly interactive games. Linda Ashmangives lets people download her first chapter. What should you be doing? Some readers love to read “deleted scenes,” background stories about the novel, short stories set in the same world, or teaser chapters from unreleased books.

Build your mailing list. If they came to your site, they probably won’t mind signing up for a newsletter or notification of book publications or interesting downloads. People are paying millions of dollars these days for good e-mailing lists. You can create your own. Be sure to give visitors a way to contact you. That’s another way to collect email addresses.

Make it pleasing to the eye. Unless you are a graphic designer (and maybe even if you are), this means you’re hiring someone to design the site. Yes, I know you could do it yourself with an online interface but that doesn’t mean you should. An unprofessional, unattractive webpage does not inspire confidence or reading. After you have it looking nice, make sure it is easy to navigate. Don’t make people work hard for anything. Make especially sure they can get to a “buy page” for your books with a minimum numbers of clicks.

You don’t need to implement a whole new look all that often, but you should update the content frequently–forthcoming events, new books, etc. Have the person who designs your site set it up so you can make simple content changes yourself. You don’t want to be paying someone every time you need to post something new.

Next week I’m traveling to California for the final summer writing retreat. So far, I’ve had more questions about publishing than anything else, where to go and how to do it, so I’ll tackle that in the next few blog posts.

Join the Red Sneaker elite and get special stuff! https://www.patreon.com/willbern

Figuring Out the Publishing World

Would you take a moment to nominate my new novel on Kindle Scout? It costs your nothing, and if the book is selected, you’ll receive a free digital copy. Click here to get to the page, then click “Nominate me.”

Since I’ve spent the last several blog posts talking about writing, I’m not surprised that most of the Red Sneaker email is about publishing, trying to fathom how to crack the market, where to send manuscripts, how to survive in a world where bookstores are online and books look like Star Trek PADDs.

I wish I had all the answers. I don’t. At best, I can offer a few guidelines, but at least those guidelines are based upon experience gained publishing over forty books in every possible way during the last thirty years. Here’s what I know for sure about where to publish your books:

  1. It depends on the book, and
  2. It depends upon you.

When I started submitting manuscripts back in the 80s, there was no confusion about it. Unless you had a NYC publisher, you weren’t in the bookstores, and that was where books sold. But somewhere in the last twenty years, Amazon became America’s top bookseller–by far. (#1 retailer, too.) In 2009, digital gizmos like iPads started catching on, and pretty soon people could carry thousands of books on a device that weighed less than a pound. If you’ve ever packed books for a long trip, you can see the advantages. Yes, you may prefer snuggling up to a nice hardcover when you’re in bed, but you aren’t always in bed (I hope) and hardcovers are expensive and increasingly harder to find. So what’s the upshot?

  1. Adult genre fiction sells more in eBook than paper. Figures vary, but it looks to me like sales are around 75% eBook. Books for kids, art books, and some nonfiction still sells better in paper–but the margin in narrowing.
  2. The Big Five NYC publishers are becoming increasingly dependent upon genre fiction (which they sometimes call “upscale fiction” to make it sound more different than it is). You will need an agent to pitch them.
  3. Smaller publishers are less likely to care about agents, and that may be where your non-genre work is heading anyway.
  4. New York is not publishing poetry to any significant degree.
  5. Amazon Publishing is not yet the largest share of the market, but they are the fastest growing slice–by far. Given the high visibility Amazon gives books in which they have a vested interest, that just makes sense.
  6. The Kindle Scout program is one way to get a book into Amazon. Amazon has other houses, but some still require agents (and even if you have one, do you want to give up 20% of your slender royalties)? It works best for adult genre fiction, though there have been exceptions.

And this is why last week, I worked on a book for a large publisher, sent one to a smaller publisher (cross fingers) and launched a Kindle Scout campaign for another book. These days, you need to try everything–based upon what’s right for the book and what’s right for you.

NOMINATE ME!: https://kindlescout.amazon.com/p/KY5IRZ0DD3YU

Join my Patreon campaign!: https://www.patreon.com/willbern

Promoting Your Work in Instagram

The blog is back!

I took February off to finish up a novel and to help Lara get the next issue of Conclave out. In case you’re wondering–Ben Kincaid is back! Justice Returns will soon be available. The Balkan Press has two new titles, Fetish and Other Stories, a lovely collection of short fiction, and Whimsical Warrior, a poetry book out in a few weeks. Lara’s novel, The Wantland Files, is doing phenomenally and was recently nominated for the Oklahoma Book Award. The summer writing retreat schedule is posted and we’ll soon be providing details about the fall writing conference.

Enough update. Back to blogging. I want to continue the prior discussion about marketing, this time focusing on Instagram. Whether we like it or not, social media marketing has become essential to book promotion. Most of you are probably already using Facebook and perhaps Twitter. But you may be overlooking Instagram, currently the fastest growing social media outlet, either because you think it’s just for kids or because you think it’s more about pictures than words. The latter part is true–but that doesn’t mean you can’t use it to attract readers.

Instagram has about 500 million readers, and 300 million of those post or visit every day. Who are the people? According to the Pew Research Center:

  • 32% of all internet users (and 28% of all US adults) use Instagram. Would you like to reach 28% of all US adults?
  • Instagram use is highest among young adults, but 33% of 30-to 49-year-olds also use Instagram.
  • Females are somewhat more likely to use Instagram than men, 38% to 26%, respectively.

So Instagram may be best for those targeting readers between 18 and 49, but almost anyone could benefit. Creating a profile is easy. All you need is a username and a short bio, though I would also add a photo. And start posting. Don’t expect overnight success. Like everything else in the world of writing, it takes time to build an audience.

How are authors using it? Tyler Knott Gregson has used it to become the bestselling poet writing today, with book sales far greater than the more traditional or academically approved poets. He typically handwrites or types out his short poems and posts photos. Agent Gordon Warnock’s Instagram feed is named for his dog Archer–it’s called archersnack.  He posts a lot of dog pictures, which people love. Other authors have posted book covers, photos from signings and events, or gorgeous photos of the settings of their books or the places where they live or write.

Lara and I were at Eureka Springs’ Books in Bloom festival and I started playing the piano because, you know, no one could stop me. Moments later, Tess Gerritsen had snapped a photo and posted it, which drew her many readers to my page (though they were more interested in what I was playing than what I was writing).

The site has added Instagram Stories, which allows you to string together photos or videos to tell a story. And there is Boomerang, which allows you to post a series of 20 or so photo frames which Instagram will speed up to create a looping video.

Here are some suggestions for finding a following on Instagram:

  • Choose a regular posting frequency and stick to it.
  • Cross-promote from other channels. Don’t hesitate to ask your Facebook friends to join you on Instagram.
  • Create a consistent photo theme. For instance, I may mention other books on Facebook and Twitter, but on Instagram I’m strictly a poet.
  • Use hashtags. On Instagram, you can use lots. #instapoet, for one.
  • Create quote images or “memes,” always popular and frequently reposted.
  • Share your followers’ posts. Khloe Kardashian reposted a Lang Liev poem, and the next day her following (and book sales) skyrocketed.
  • Include faces in your images occasionally. Including yours. People are drawn to faces.
  • Share Instagram posts to Facebook. You’ve already created it. Might as well.

I hope that’s helpful. I’m also attaching a link to my summer writing retreats. Two have already filled, so if you’re thinking about attending, don’t wait till the last minute.

Summer Writing Retreats: http://www.williambernhardt.com/red_sneaker_wc/writing_retreats.php

 

 

Marketing 101: Making Social Media Work for You

In a previous blog post I mentioned that social media has become crucial to promoting books. This is a double-edged sword. Yes, it’s cheaper, less time-consuming, and more effective than old-school book promotion tactics like book signings, but it may not be your first choice of how to spend your afternoon. My recommendation is that you strategize. Make a plan. How much can you do without going bonkers? What posts on what platforms will work best for you?

I also mentioned that Facebook is by far the best medium for selling books to adults, but Twitter and Instagram have adherents too, and other forums may be worthwhile if they or their participants favor the content of your book. But remember this: All these platforms are crowded and getting more so every day. You are not the only person advertising books. It is not enough to merely post. You must think of a way to make your posts distinctive. You must give people a reason to follow you.

What do your readers or potential readers like? Giveaways, warnings, updated info, laughs, inspirational words, advice, surprising truths, or fun facts? What emotions cause people to return to your posts? Happiness, compassion, the desire to be informed, career goals, support, or a feeling of being connected? The same creativity you put into your books must also be put into your social media campaign.

Here’s a checklist that may help. The most popular social media posts are:

Posts with images. Pictures grab attention more readily than text. Ideally, the image should make the reader’s eyes stop, then redirect those eyes to the text.

Posts inviting comment. Start a conversation. Ask a question. People love to have their opinions respected, and this will cause them to linger longer on your post.

Posts with secondary advertising. “Buy my book” posts are tiresome and should never be more than 10% of your media activity. A secondary ad may refer to your book without overtly asking people to buy. Upload your cover, or post a pic of you signing books or speaking to a book group.

Posts with links. Even when you aren’t overtly selling, form the habit of including a link to a site where people can find more information. This will also generate an image, which is good (see #1).

Some people have used ads on Facebook or Twitter to promote their work. I think this may have worked once but is now overdone. I’ve tried it but I’ve never felt it did me any good. I think it perhaps works best for nonfiction authors who can target readers interested in a particular topic than it does for fiction writers targeting fans of a particular genre. There are writers who have used these ads successfully, but I think they all started earlier when it was not so popular.

If you want to get in on the ground floor of something that isn’t overdone (yet), try livestreaming. Instead of posting text, try posting a video. Facebook Live is new and might be an opportunity to stand out—if you can concoct an engaging video presentation. YouTube Live may also be useful. Hold a livestreamed fundraising event to promote your book, or a livestreamed book-launch party. Recording live is not required. You could just make a video and post it. Start a YouTube channel (YouTube allows you to post longer videos of higher quality).

Start slowly and consider what will work best for your books. Don’t be shy about it. And don’t forget—no matter how much marketing you do, the majority of your day should still be spent writing.

The State of Publishing–2017

THE STATE OF PUBLISHING–2017

Publishing has probably never been more confusing, in part because people hold onto long-standing prejudices and stereotypes rather than looking at the facts. Well, that’s not the Red Sneaker way. I want you to have the most satisfying and successful writing career possible, and that means keeping one eye on your work and the other eye on the world. Some long-held beliefs are simply no longer true. When you prepare to make critical career decisions, what to write, where to send it, you need facts. Accurate information can help answer a lot of your questions. For instance:

Should I seek a big New York publisher, or a small press, or self-publish?

First let me say, as I have said before, that you must do what will make you happy, what will make you feel successful. That said, let’s look at the facts. According to the most recent Author Earnings report, the Big Five New York publishers’ market share is declining and will likely continue to do so in the years to come. By contrast, independent presses, self-publishers, and Amazon imprints (more on those later) comprise over 50% of all book sales. Old stereotypes such as “the best books get picked up by New York” or “bookstore books are superior” are simply no longer true. Given the small market share they have, bookstore sales have become the tail wagging the dog. Most people buying online don’t care who published a book and don’t care whether it’s in bookstores. They just want a good read.

Here’s what Jane Friedman wrote in her blog: “I think it will be a lackluster and perhaps soul-searching year for traditional publishers. The “print is back” fanfare will diminish, with Barnes & Noble continuing to remain flat or decline, and Amazon further gaining market share across formats….Without smarter ebook pricing, traditional publishers will continue to see flat or declining sales in that format.”

There are advantages to having the backing of a New York publisher–and disadvantages too, particularly in the royalty department. What is clear is that it is not the only way to go. Figure out what will be best for you and your work.

Do I need an eBook edition? Do I need a print edition?

I like print books too, particularly hardcovers. I’m old-fashioned and I just get more out of that reading experience. But since our goal is to be successful, not just to please ourselves, let’s look at the facts. According to the most recent DBW White Paper, in 2016, over 70% of all adult fiction sold in the eBook format. That is expected to grow, not diminish, in the years to come. eBook reader sales also continue to grow, and more readers means more digital sales. So no, if you’re writing adult fiction and you’re hoping to reach readers, you can’t skip the ebook. You might be okay without a print edition (though it’s not hard to set that up at CreateSpace, whether you think it will be massively profitable or not).

If you’re writing for children or writing nonfiction, your situation may be somewhat different–but I still wouldn’t skip the eBook.

Is Amazon a major publisher?

A strong argument could be made that Amazon is THE major publisher in the US. It now has thirteen different imprints, covering virtually every imaginable genre, and the Kindle Scout program opens the door to anyone who can mount a successful campaign. In 2016, 7 out of every 10 books on the Kindle bestseller list were published by Amazon. Overall, Amazon’s market share grew last year by 4%. No other publisher even comes close.

This just makes common sense. Like every other publisher in America, Amazon favors the product in which it has a vested interest, both in its promotions and its positioning. If you can make Kindle Scout “crowdsourcing” work for you, do it. If not, tie your book to a similar successful Amazon-imprint title in your marketing, so in time it will appear on that book’s page as a “People Who Bought This Also Bought” title.

With all the books out there today, how do I draw readers to mine?

Two answers here, both obvious:
1) Write it well, and
2) Market.

This may seem simplistic, but those are in fact the correct answers. As the Amazon store is increasingly filled with eBooks, the books that attract the most attention will be the ones that please readers (because they are written well) and the ones that have authors willing to spend time and occasionally money on marketing.

Once upon a time, every successful writer wanted a personal assistant. Today, the smart ones hire a book marketer. Using email, search engine optimization, and social media is more effective than any previous book marketing ever was–but it does require time and knowhow. Most writers would rather be writing. But I suspect that in the long run, this is what will separate those who sell well from those who don’t. So I’m going to devote the next several entries in my blog to marketing. Get the app and check it out. And follow what my wife Lara is doing with her new novel, The Wantland Files. She’s mapped out a six-month marketing plan that’s a virtual textbook on modern-day marketing, starting with the online launch party on January 21. Click here to see how it’s done.

(A longer version of this post appears in the most recent edition of the Red Sneaker Newsletter email. If you’re not on the distribution list, sign up here.)