Ben MacKinnon Shares Book Marketing Insights

One continual hot topic of self-publishing is how to market your book. Book marketing is arguably the most important part of the self-publishing process. After all, you might have written the best book in the world, but if you don’t market it, nobody will know about it! While I often provide book marketing suggestions on here (almost always focusing on the first step – writing a book marketing plan), I thought it might be nice to hear from someone “in the trenches” of the book marketing game. Ben MacKinnon is a young author (one of the youngest to ever self-publish with Dog Ear) who has a lot of energy and drive—both for marketing his book and for life in general. I conducted an interview with him to get some of his insights on marketing his self-published book, Green Bean Spirituality. I hope his advice is helpful to those of you who need a little more direction in your own marketing strategy.

Please tell us a little about yourself.

Currently, I am in my forth year of college at the University of Delaware. I am studying to get a B.A. in Secondary Mathematics Education and will hopefully be graduating next spring. I am a part-time student currently, because I am paying my way through school and can’t afford to go full time. I am twenty-one years old, and was published shortly after my twenty-first birthday. I have been a Christian for six years or so, and constantly find myself challenged and encouraged by the truths of the Christian gospel.

Why did you decide to self-publish?

I decided to self-publish because I couldn’t afford the route necessary to traditional publishing. Literary agents were too expensive, and the process too involving considering my studies at the University. I also wanted complete control of the artistic portions of my manuscript and knew I couldn’t get that if I were to be traditionally published.

What marketing strategies have you implemented?

For the most part, I have been working the college-campus angle. I live in a 2×2 mile block with 26,000+ people, so I stuck primarily to local audiences. I did this through using campus newspapers/news programs to slowly raise awareness of my publication. Naturally, twenty-somethings and younger could find themselves interested in literature composed by a twenty-something, so I did what I could there.

I also made certain to distribute as many as I could to those I knew in other countries to open up more markets.

Which marketing tactic has brought you the most success?

I found the most success with my website. I created a website to accrue donations for the publication. I posted my other essays/creative pieces up on the site in order to “woo” people into feeling comfortable donating. Then, when I gained enough money to publish (I paid a shade under 50$ of my own money for my publication; I got TONS of donations as time went on.). This created an awareness of my work as well, which naturally set me up for immediate online sales. With the help of a personal blog promoting the site, I gained considerable worldwide traffic.

I also found incredible success with social networking sites like Myspace, Facebook, and etc. People pay attention to that stuff, and I made certain that I people could access my work from my profiles in these sites. That really blew up my traffic (in a good way!)!

Are there any marketing tactics that you wouldn’t try again?

I would steer clear of book festivals. I almost dropped a ton of money on a book festival that I thought would help me get sales, but I didn’t have the resources necessary to participate, so I didn’t end up going to sell. I did go to the festival to gauge the success of other independent authors; I was glad I didn’t get a booth!

You are the owner of the blog somedaypublished.com. What are your
thoughts on blogging?

Blogging is incredible! It is the most personal form of writing I can imagine. It bolsters regularity of reader involvement, and it’s a great place to practice. You don’t need to have a grammatically perfected blog post, where you do need to iron out your p’s and q’s in essay writing and etc. One thing that is important to blogging is to stay true to a theme of posts (personal reflection, comedy, etc.) and to really commit to posting at least bi-weekly.

Do you have any future plans for the marketing of your book?

The future of my book is something I don’t think so much about. I am focused on the present with the piece. For me to sell ANY books is a dream come true, and I don’t want to become encumbered with the need to hit the NY Time Bestsellers list. I am just taking this whole thing one step at a time. I trust the people I have at Dog Ear Publishing to keep me in the loop as to what they think should happen next.

###

    Thanks to Ben for the interview. You can find more information about Ben and his book here. If you want more about marketing, check out this page about book marketing strategies on the Dog Ear website.

    Clean Up!

    While spring is a common time to clean up the house or office, I’m also going to use it to approach a topic that can be challenging within the realm of self-publishing… copyediting. I suggest that authors considering self-publishing approach their spring cleaning as an opportunity to perform a different kind of cleaning: one that involves the proofreading and editing of their manuscripts.

    One of the greatest assets of self-publishing is that authors can express themselves freely. The greatest weakness of self-publishing (and its most common criticism) is that the content is all too often sub-standard when it comes to editorial quality. This perception – rightly or wrongly applied in each individual author’s case – is what creates so many market challenges for independently published or self-published books.

    Without proper proofreading for grammatical errors, the readability of the work suffers; authors might not express themselves as clearly as they would hope. Beyond grammar, authors can involuntarily produce inconsistencies in theme, plot, and voice. These types of discrepancies can diminish or misconstrue the entire meaning of a book.

    Editing gives your self-published content a “professional feel.” Sure, your book will look and feel the same as a traditionally published book when you self-publish it, but will it read like one, too? It’s harder to sell and market a book that is rampant with grammatical errors or is structurally confusing. Don’t be afraid of the editor’s red pen – they aren’t in business to make you feel bad; they exist to make your work better. I had one of our editorial managers write an article on how to ‘emotionally’ approach the prospect of copyediting – you might find it useful (it’s on the Dog Ear Publishing site.)

    Luckily for self-publishing authors, there are many editing resources available. Some self-publishing companies provide editing services as part of their publishing packages, which may be worth looking into. Authors can also find a multitude of freelance editing companies online simply by typing in “editing services” into a search engine.

    The following are some popular standard editing services:

    Literary Critique. Have an editor look over your work and provide constructive criticism on areas that might need improvement. The editor should be able to recommend any further editing your manuscript needs, such as proofreading or copyediting. A Literary Critique should leave you with a sense of what you do well as a writer, as well as what could be improved to make you an even better writer.

    Proofread. If all you need is a simple check of your grammar, then hiring a proofreader might be your best option. The proofreader should correct basic errors in spelling, grammar, punctuation, and syntax throughout your manuscript.

    Copy Edit. Along with providing the services of a proofreader, a Copy Editor examines issues like structure, flow, and consistency. The editor should read through your manuscript 2 or 3 times in order to correct any author inconsistencies in sentence structure, outline, word choice, flow, and tense. This popular editing service improves readability.

    Literary Edit. This service includes everything provided in a copy editing service, but also performs a very in-depth analysis of storyline, character development, focus, and overall structure. This attention to overall meaning and depth is why traditional publishers consider this service the most critical to produce an anticipated “bestseller.”

    (For descriptions of editing services beyond the standard ones included here, visit here.)

    Even if you don’t take advantage of professional editing services, have a close friend read over your work—you’d be surprised what comes out of the woodwork when a fresh pair of eyes looks at your writing!

    And remember: every writer needs editing . . . even the pros! Don’t feel embarrassed or too shy to put your work out there for some constructive criticism. There’s no doubt you’ll get some great feedback, and if you aren’t too sure about a few suggestions, that’s fine—YOU are in control of the final product. YOU get the final say in whatever advice you choose to take.

    Are you ready to clean up your manuscript and dig into the editing process? Dustin Wax’s “Improve Your Writing with the Editing Tips” is a pretty good place to start.

    Happy editing!

    Using Amazon Connect as book promotion for the self publishing author

    (we are getting this question quite a bit – so I’m posting a reprint of an article on Amazon Connect from the Dog Ear Publishing web site)

    What is Amazon Connect

    …  and why is it important to a self published author?

    AmazonConnect is a highly targeted blog within Amazon.com where authors can do a wide number of tasks related to marketing their book. A book author can post messages directly to their own product detail pages, they can create and post an individual blog page, and a book author can send information / posts directly to the Amazon Daily of the purchasers of their book.

    AmazonConnect provides prime placement for author blogs within the Amazon site by doing four things -

    1) The AmazonConnect system delivers and showcases your 3 most-recent blog posts on all of your product pages. Your blogs posts via AmazonConnect show up immediately below your books Product Details section.

    2) Your blog posts are ‘surfaced’ to the Amazon Daily of the purchasers of your book… I threw a couple terms at you in there – that don’t seem to be defined anywhere – so here’s what they mean (sort-of… these are not official definitions in any way…): surfacing / surfaced – means your content is brought to the ‘top’ of someone’s news / web page; Amazon Daily is the ‘landing page’ that many of us registered Amazon users see when we log in to Amazon.com.

    3) Each message you write in your AmazonConnect account gets listed on your AmazonConnect blog… this creates excellent ‘new content’ and brings readers back again and again.

    4) You will be listed in the AmazonConnect Directory – along with a link to your profile page. You can find the directory at http://www.amazon.com/amazonconnect

    It can be a bit confusing to get started with AmazonConnect. To sign up you will use your (or need to create – it has no cost) Amazon.com account. After you’ve created a profile, the ‘public’ information that is part of your current Amazon account will be displayed in your AmazonConnect profile – this includes your reviews, lists, registries, wish lists, etc. (so be careful…) so… as an author, you might think about creating a new ‘customer account’ that you use with your AmazonConnect profile.

    Another amazing feature is that you can ‘surface’ (here’s that word again…) your ‘external’ blog (from WordPress, Blogger, and the others) directly to your Amazon purchasers via your AmazonConnect profile.

    Amazon Connect is one of (if not the…) premier ways to promote and market your book to users of Amazon.com

    An Interview with F. X. Mathews

    F. X. Mathews is a man who has seen it all–at least as far as publishing and self-publishing is concerned.

    Recently it came to my attention that Mathews, one of our self-published authors, has also had some success in the traditional publishing world. He is the author of the self-published The Garden of the Whale-Fishes, and is also the author of The Concrete Judasbird and The Frog in the Bottom of the Well, published by Houghton Mifflin.

    Given Mathews’ familiarity with both sides of the publishing industry, I felt his story could be helpful and insightful to many authors who are curious about the “ins and outs” of self-publishing and traditional publishing. Like the contributors to the Writers’ Digest article that I wrote about in the last blog, Mathews explicitly says that being self-published is “not validation” for his writing; he must work “to print . . . the best writing [he's] capable of.” However, Mathews experienced the “well [drying] up” in the traditional publishing industry, and found self-publishing to be an opportunity to make his art come to life.

    Not all of the questions I asked him were directly related to publishing, but his answers are interesting, so I thought I’d share them. Enjoy!

    Please tell us about yourself.

    I was born in Stamford, Connecticut in the depths of the Depression, studied at Fairfield University, and went on to graduate study in English at the University of Wisconsin, where I had the good fortune to show the manuscript of a work-in-progress to the visiting Anglo-Irish novelist Elizabeth Bowen. She recommended the novel to her publisher, Blanche Knopf, who read it, put three other readers on it, and wrote back to me that though they admired the writing, they all agreed that it was not a novel.


    Spurred on by the Knopf rejection, I told the head of the department that I was dropping out of the program and going to San Francisco to write another book. (It was 1958 and the Beats were the city.) She argued me out of that folly, pointing out that since I was unlikely to write an important novel before the age of 30, I might as well get the Ph.D. first. I succumbed to academe and stayed on for the degree. The novel went the way of other juvenilia. I went off to teach at Colby College in Waterville, Maine for five years, until a new chairman there urged me not to lose my mobility.


    The next 30 years I spent at the University of Rhode Island, where I taught courses in Shakespeare, Joyce, and creative writing, and published two novels with Houghton Mifflin, The Concrete Judasbird and The Frog in the Bottom of the Well. Now I’m retired. When not writing (which is much of the time) I like to empty my mind by digging up the acre with a ferocious joy that borders on madness and making junk sculptures to populate the gardens. I’ve long thought of the novelist as a dump-picker, hoarding scraps of unlikely stuff in the expectation that someday they will coalesce into meaning. And they do. It’s not the raw material that matters; it’s the transformation.

    How long have you been writing?

    Almost as long as I’ve been reading. My father, who never finished high school, was obsessed with language. (How many fathers go about the house declaiming Blake’s “The Tyger”?) The first item my parents bought after they were married was the complete unabridged Merriam-Webster dictionary on India paper. I remember as a small child being awed by the way my father dispensed words over the dinner table. Other people chattered; he uttered words and crafted them into sentences. I became a writer.

    What would you say is the most difficult part of the writing process?

    Starting, following through, and finishing. Starting a novel is scary because the world lies all before me, my characters have an infinity of options, and I know it’s going to be a long journey. Somewhere in the middle of a book I experience a crisis of faith and am at risk of becoming preoccupied with leaking gutters and sump pumps. The ending surprises me by coming faster than I expected: the characters have run through most of their options. But “faster” is relative. Because it takes me so long to write a novel, I’m not the same person at the end as the person who initially imagined it. That often results in a confusion of tone. The only way I know out of the dilemma is ruthless revision.

    What were your experiences with traditional publishers?

    Positive. I sold my first book, without an agent, to Houghton Mifflin, who bought the option on the strength of the first six chapters. When I ran into problems with the completed novel my editor (who was also the editor-in-chief) called me to Boston and we talked about the book. I rewrote the final third, changing it drastically, and the book came out to good reviews and was picked up the next year by Gollancz for an edition in England. My experience with the second novel was similar: a sympathetic editor, good exposure and great reviews in major publications (if less than great sales). What an innocent time that seems like now!


    When I went to the well a third time it had dried up—not just at Houghton Mifflin but at all the other major houses the book passed through. The manuscript sits in my closet now, unpublished, and I think, in need of the courage of a serious rewrite.

    Why did you decide to self-publish?

    Actually, I was an early convert. In 1984 I had finished a book called The Kisses of Joannes Secundus, a modern verse-translation of the erotic poems of a Renaissance Latin poet, and shopped it around to traditional publishers, but let’s get real: what is the audience for a translation of Latin poems, however randy they may be? So I turned myself into The Winecellar Press and learned some of the craft. I designed a cover—front, spine, rear—to the exacting specifications of the photo offset process. I experimented with endless layout sketches (I had no computer), burnishing in each individual letter from transparent letter sheets, an exercise fraught with peril when you make a mistake on the final copy. I blue-pencilled margins on Bristol board and cut and pasted up the text (composed on an IBM Selectric typewriter) with rubber cement, tweezing tiny cut-out letters into place over any typos. I sent it off to a printer and what came back was a beautiful book—Smyth-sewn no less. It was laborious work, but I never regretted it.


    My current book—The Garden of the Whale-fishes—is a scrupulously researched novel about the coming of the Black Death to Ireland in 1348. And its a good story; there should be an audience for it. It speaks to the times—both the mediaeval period and it’s set in the anxieties of our own time. But it’s probably not for everyone. I no longer have illusions about a best seller.

    Do you have any self-publishing advice for other authors?

    There are, of course, no self-published books any more than there are self-written books—only self-publishing authors. OK, that’s a quibble, but the point is that as an author, in a digital age of garbage in garbage out, I have the weighty responsibility of making sure that what I consign to print is the best writing I’m capable of. Publication is not validation; it simply makes the ink permanent.


    I began by reading all the contracts I could find online, and decided that Dog Ear’s was the most author-friendly. I particularly liked their position that the digital files belong to [the author] if [he or she] want[s] them. It’s surprising how many houses believe they own the product that you paid them to produce.


    Self-publishing is certainly easier now than it was in 1984. This time I was able to work up a cover in Photoshop, though not without some anguished tweaking. Of course you can let the designers handle that. But don’t just put everything on automatic. This should be a collaboration. A lot of things are best done (or at least explored) by the author. Pull the books off your shelf and take a hard look at what physically works and doesn’t work for you, staring with the cover. Measure the pages. Measure the margins. Would you be willing to pay a bit extra for more generous margins? Go to your computer and play with the fonts library; try to settle on a font style and size that best suits your particular material. Read jacket blurbs. For me the most agonizing part was writing the blurb—a trick of perspective, just enough distancing from my own work to describe it, I hoped, with precision yet with passion.


    When you get the page proofs (and Dog Ear was particularly conscientious about providing them every step of the way) proofread. And proofread. Then, ideally, find an obsessive-compulsive friend to proofread after you. The problem with doing your own is that you tend to anticipate your own words rather than seeing the actual type. I did that, proofread my copy four times, and still had a few mistakes slip through.


    When you get the finished book, and it’s exactly the book you envisioned, you pour a glass of pinot noir and stare at this art object for a long long time, thinking I made this! And it’s true in a deeper sense than if you had simply mailed off some typing.

    Why do you write?

    I am afraid of dying

    ***

    A big thanks goes to F. X. Mathews for sharing his interesting background, as well as lending his perspective on writing and the current state of the book business. If you’d like to learn more about Mathews’ work, click here.

    Blogging Draws Attention to Your Book

    We talk a lot on here about how to market and sell your self-published book. Here’s an idea that can help you interact with potential readers without even leaving your house (or your desk chair, for that matter):

    Have you ever considered blogging?

    Blogs are for anyone and everyone, and cover a wide-range of topics. They are easy to access, and can be very informative when they operate as forums for discussion or instruction.

    So how do you go about promoting your book in the blog-o-sphere? Try out some of these tips:

    Raise discussion questions on current world issues that also pertain to your book. This will bring more people to your blog than just those looking for your book. When you introduce an important idea, make sure you reiterate that idea in a few keywords that you use throughout the post. That way, search engines like Google can recognize your blog when people search for those terms. You can also do what has been referred to as “seeding.” Make a relevant comment on another blog along with a link to your blog or book information so that people can take a look at your blog, too.

    Share excerpts from your work. This is an extremely successful tactic used by a number of authors. Make sure that within each excerpt post, a link exists that will take the reader to a place that he or she can see the actual book (Amazon, the publisher’s site, etc.). And, at the bottom of the post, make sure to note that it is an excerpt from your book. Provide a way for the reader to buy your book (so many folks only read single posts on blogs that they won’t be aware of the full thread).

    Keep an up-to-date calendar of events you will be holding for your book. This includes dates, times, and locations of book signings, interviews (or links to recent interviews), and conference presentations.

    Allow other bloggers to interact with your page. You should encourage comments and feedback.

    Be yourself. Let your individuality shine through. Otherwise, how will readers truly understand who you are, your “personal brand”? It’s not good marketing to lack personality. Sell your book by selling yourself.

    Most importantly, keep posting! Three reasons to do so: 1). New content will draw in new readers while also offering something fresh to returning readers. 2). Readers will take more of an interest in your book if you show you are serious about it by posting at steady intervals (not just posting here-and-there on a whim). 3). As long as you want to keep your book “for sale,” you need to keep selling it!

    Hans Ostrom, a Dog Ear Publishing author, has a great blog. He keeps it up-to-date, maintains a ton of links to other sites that may be of interest, and shares excerpts from his work—all while throwing in a good dash of humor and personality. It might be helpful to check it out.

    Like most things, blogging is usually only effective if you put some time and effort into it. Click here to see what others have to say about promoting your book with a blog.

    If you’re a Dog Ear author who has created a blog, let us know! We’d love to see it.

    Ready to get started on your blog now? Check out WordPress, a site that offers free blogs.

    How to be a ‘Highly Successful’ Self-Published Author

    Bob Baker just wrote a great article for the Small Publishers Association of North America’s Newsletter, SPAN Connection. In “The 7 Attributes of Highly Successful Authors,” Baker explained various qualities he found esteemed authors have in common.

    From my point of view, his tips can be divided into 3 sections: Determination, Promotion, and Innovation. I’ll outline Baker’s attributes below so you can see how they fit into these categories.

    Category 1: Be Determined (and Smart)!

    Baker’s Successful Author Attributes: They’re on a mission (or at least feel they have something to say); Their vision is stronger than the rules and obstacles they encounter.

    Making sure you are passionate about writing and getting your book published is a must, especially for self-motivators who go the self-publishing route. While writing your manuscript seems like it might be the hardest part of the self-publishing process, Baker raises issues that may become major stressors: “editing, pre-press, . . . distribution matters, . . . fear of rejection, financial struggle, and anticipated prohibitive costs to enter the field.” Therefore, not only must you be resolute in working through these things, you must also take the time to do your research, and find out which self-publishing company will best suit your needs.

    Category 2: Promote Yourself!

    Baker’s Successful Author Attributes: They understand the “self” of self-promotion; They think of themselves as a personal brand with a clear identity; They put a focus on readers and fans.

    Once you have painstakingly written your book, there is the big question of “now what?” How do you get your book into readers’ hands? The best way thing to do is create a book-marketing plan. As Baker writes: “Sure, you can hire a publicist or assistant to help with some things, but no one will ever promote as passionately as you will. To succeed, get on friendlier terms with promotion.” Schedule book signings, call around to local radio and television stations to see if they would be willing to interview you, get your name in the public domain by networking through friends and family. If you are uncertain about how to go about doing this, check out this helpful marketing idea page on the Dog Ear site.

    Category 3: Innovate and (and Collaborate)!

    Baker’s Successful Author Attributes: They make the best use of available tools; They understand that being a solo author doesn’t mean working alone.

    Are you sure you are following a self-publishing path that is tailored to the needs of your book and your expectations? Baker explains: “There are all sorts of ways to create, market, and sell books these days. There are traditional methods such as sheet-fed printers, distributors, bookstores, trade magazine reviews, bulk sales to associations, etc. And there are relatively newer options at your disposal: print-on-demand, Web sites, e-zines, Amazon’s Advantage program, blogs, podcasts, and more. You don’t have to use every option (and probably shouldn’t for sanity’s sake), but you should at least be aware of what’s available and choose the best new and old tools for your book topic and personality.” As a self-publishing author, you are already taking an original stance on how you get your book published by skipping the traditional publishing house “gauntlet.” Continue that originality by making sure you use innovative ways to market and sell your book that suit the technological society in which we now live. Also, don’t be wary of collaborating with other people—designers, editors, graphic artists—just because you think it will make your work less original. You are simply bringing in fresh perspectives to help you make your work as relevant and interesting as possible, and you have the final say in what you produce.

    Self-published authors are pioneers in the new and growing industry of self-publishing, and it never hurts to keep tips like these in mind while carving your own niche.

    Self Publishing Hits – The Lace Reader, Brunonia Barry and Lorna Page

    Here it is again – another story of a self-published author that has made it BIG… REALLY BIG. The difference this time? It’s true… not a product of great PR. Several stories have surfaced about Brunonia Barry and her self-published novel The Lace Reader - one of the most insightful from way back on August 1 by NPR. What I find most interesting is that this story broke before and around the time of Lorna Page’s novel A Dangerous Weakness and its associated stories. What made the Lorna Page story so much more exciting? I have no idea…

    The Lace Reader and Brunonia Barry performed a miracle in self-published circles – a self published novel that ‘went traditional’ and brought the author a publishing contract with William Morrow and $2 million… pretty nifty. I’m most fascinated by how she did it – it looks like from the articles she started local and found ways to create awareness amongst her target audience. According to the NPR interview, the author visited independent bookstores, asking for the names of local book clubs. She then created ‘pull through’ interest by getting the book clubs to read her book. Not an easy feat for a first-time author.

    But – that’s not the full story about the marketing efforts…

    The book released in late July from Morrow – and already sits at #49 on the Amazon bestseller list – #1 in the Mystery category. The original book released to Amazon in September of 2007. Pretty incredible when you think a book went from self-published, to an agent, to traditionally published in less than a year after release. Apparently a large chunk of the initial success is due to the work of the author’s original PR firm Kelley & Hall Book Publicity. Another blog article gives a broader overview of what exactly happened (and how) to create this phenomenon…

    ANY successful self publishing effort will requires a book marketing plan and awareness to succeed – as I’ve said in many places on the Dog Ear site. It will take a tremendous amount of planning and effort. You’ll need to combine several different types of marketing efforts. Make sure you know where to start and with whom to partner to make your book a success. It doesn’t require you to hire a PR firm – but it can certainly bring a whole new level of professional talent to the process. Fiction benefits from a higher level of professional contacts that non-fiction – you’ll find that the referrals and ‘Rolodex’ of an established PR firm may help get your book in the door in many critical places.

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