by Julie Leto
Ah, the eternal question. As I’m about to embark on six months with six releases, I can’t help but wonder not only what sort of promotion I should be doing for my books, but how much? I mean, how much is too much? Because believe me, there’s a lot of “too much†out there.
It’s a question I ask because the last thing I want to be is a promotional whore.
Okay, whore is a strong word. How about gnat? Or, since I live in Florida, mosquito. That’s really what excessive promotion reminds me of–a bug. Tiny. Buzzing. Annoying as all get-out. Trying to get you to do something maybe that you don’t want to do? (Like give up your blood…or in this case, your hard-earned cash.) I don’t want to be a mosquito. I hate mosquitoes.
I’ve been in this business for many years and I know what types of promotion work for me to inspire me to buy a book–but then, I’m not a typical reader. Or am I? I’m not going to imply that my life is any busier than any of my readers, but my time is spent in different ways. Whereas many readers might spend all day at a job or tending to the rugrats, these pursuits might not tax them creatively (just physically, spiritually and financially…but let’s not go there, okay?) Reading, which is their pastime, is what my reader does to fill her creative well. Writers, on the other hand, spend their free time or their daily grind trying not to drown in the creative well. So I’m twice as picky about what I read. Which makes me a really tough sell.
Most of what I buy is through word of mouth. Now, let’s get one thing straight–by word of mouth, I do not mean this:
Oh, hi, everyone! Sorry I’ve been so busy lately, I haven’t had time to post. This is just a drive-by to remind you all that MY BRILLIANT BOOK is out this week! Yes, finally! I know you’ve all been clamoring for the continuing story of Hunky Hero and his sexy love slave. Please, please drop by Big Box Store and pick up a copy right away!
Gag. Me. With. A. Spoon. (Forgive me, I’m a product of the eighties.)
Word of mouth is usually someone on one of my loops, lists or frequently visited blogs–and occasionally an in-person interaction–who mentions a book in a passing, or who raves, but since I know this raving person well and trust their judgment, I listen. Maybe I’ve read a review. More than likely, I read a discussion on a message board between people who know and trust each other–even if they don’t know me. From their conversation, though, I can tell they are being honest in their assessment of whatever book, which makes me want to check it out.
Checking it out may mean zooming over the Amazon to see what’s what, maybe linking to the author’s home page and reading an excerpt. Then, I’ll either order the book or remember it next time I do a bookstore run. (Borders is five minutes from my house…location, location, location, people!) Does the cover make a difference to me? Yeah, it does. But it has to be really bad for me not to buy it because of the cover. Really bad. Worse than a three-armed woman. I mean, it has to be creepy. Unfortunately, I’ve seen more than a few of those.
So how does an author generate word of mouth?
Only one way that I know of–write a book worth talking about.
But see, here’s the thing. I see a lot of writers doing a lot of promotion. But I happen to know from personal experience that promotion takes a LOT of time. So how much time are they spending actually writing?
I don’t know…but I can tell you this, I’ve decided that if I have to pick between one or the other, the writing is going to win.
Which is why my main website hadn’t been updated in a year and a half. (It’s done now…took four days. Four SOLID days.)
The truth of the matter is, a lot of great books get no buzz–at least on the Internet. Internet readers are not necessarily reflective of readers as a whole. They are a segment. I’ve noticed on certain sites that after a while, you can get a feel for the type of books the readers on that particular board like. And it may not be your type of book, authors, no matter how fantabulous your book is.
Reality check.
But one way that an author can stir word of mouth without being a promotional mosquito is to start her own blog. If it’s your blog and not someone else’s, you can say whatever you want to (within reason–as the wise Miss Genoese says, “don’t be stupid in public.â€) If you want to buzz around your blog every day and gush over how brilliant you are, then have at it. I haven’t really seen that as an effective way to work, though. I’ll tell you which way IS effective (in my never humble opinion.)
Let readers get to know you. If they know you–and like you–they might buy your book. Not because you told them to specifically, but because you’ve let them sample your voice beyond the excerpt on your webpage. I’ve found that my favorite bloggers–Alison Kent, Diana Peterfreund, Jill Shalvis, Jennifer LaBrecque, Alisa Valdes-Rodriguez, among others–let you hear their voice in their blog and it’s damned close to the same voice they are writing their books with. And you know what? When I like someone–or at least, I appreciate their point of view, even when it might differ from my own–I’m much more likely to read their books and enjoy them, which means I’m going to tell my friends about them (word of mouth) and I’m going to buy their next book (repeat business.)
And no one had to be a mosquito.
I choose to go to those blogs because they are interesting and I like them. I choose to buy books for the same reason. Not because someone gave me a pen (yes, I’ve done pens) or designed a cool bookmark (guilty again.) But what about you? What sort of promotion works for you?
No related posts.
Ahhhh – but what happens when people actually get to ‘know’ you, and even though they may have loved your books in the past, are perhaps put off by your online persona?
It’s all a question of balance, as with most things I suppose. Readers don’t necessarily want an author who talks about the amount of wool they bought for their newest knitting project, but by the same token, they don’t want the ‘It’s my blog and I’ll say what I want’ attitude either, because that kind of attitude only ever works for readers who have nothing to gain or lose.
Personally, I like those kind of author blogs, but I’m probably in the minority.
I think one author who gets it right is Jill Shalvis. Her blog is both entertaining, and humorous, and because she never gets involved in any flame wars anywhere, there’s never really any reason for people to talk about anything other than her books. Which at the end of the day is really what it’s about anyway isn’t it?
Karen, I’ve had that scenario. There’s an author whose books I love but whose blog I’m not crazy about. I simply stop reading the blog when a topic comes up that I don’t enjoy. But the books? I still buy and read them. In hardcover. I respect her right to say what she wants, but I may be in the minority on that with you. I can see where she’s probably put off some readers–but gained new ones. Double-edged sword.
I have to also say that here I am writing about being a promotional mosquito and I have two blogs and two sites in one day. It was not planned that way, I swear! I’m cringing a little.
Not sure. I like to garden, and that’s creative – but reading? [And I am too picky about what I read.]
Still, I agree that I’d buy a book because it was talked about – Radio 4 have a couple of book programmes, and after they’ve discussed several books, I’d often buy one. Richard & Judy – though every book is the best Richard has ever read, if a studio guest seems genuinely keen, I’ll buy it. [To sum up, not picky in the least, but you should flatter by vanity by pretending you assume I am.]
Websites, yes – they’ll sell me books through excerpts, they’ll allow me to see backlists, and publication dates. Blogs, not so much. What blogging does achieve is to get your name into my brain. If M J Rose has a book on the shelf I’ll see it, and pick it up, even though I’ve never read her blog. My eye automatically stops on names it recognises. I think in marketing terms that’s a success, even though it doesn’t transfer to a sale. If she wrote the stuff I read, I’d probably have tried her at some point.
My experience would be that while I usually enjoy the blogs of authors I like, I may not enjoy the books of bloggers I like.
My experience would be that while I usually enjoy the blogs of authors I like, I may not enjoy the books of bloggers I like.
But…you might give them a try because you recognize the name. That in itself is good marketing.
I’m with you very much. The best way to get me to buy a book is simply to write something that has other people buzzing. To which, I’m sure I do miss a lot of really great stuff that DIDN’T generate buzz. But nothing puts me off faster than a writer who can’t stop talking about her stuff and reminding me over and over that it’s out there.
And I have bought MANY new-to-me authors because of their blogs. I get to know them, determine to try out their books, etc. Only problem is when the blog begins to become too much of a promotional tool and every time I check in they are talking about their books or running some kind of promo or contest or the like. I didn’t stop by for a commercial.
It’s tough out there. Too tough. But I’m happy to hear that some do think writing well and maybe just getting out there to meet people is something. I certainly have 0 sales ability, so I worry what will happen to me when I must start getting the word out.:neutral:
I prefer blogs where the authors have something to say. There are some authors mentioned here with blogs that are fluff and jokes and photos and nothing more. I don’t care about hearing about an author’s kids or new house or family. I want to learn about who they are as writers. So what if authors are involved in flame wars. It shows they have spark and opinions and aren’t boring. If I see a blog that does nothing but give boring recaps of vacations or decorating, I’m going to think their books are just as dull.
Julie – I’m so with you on word of mouth and writers writing. I have a lot of thoughts on this subject that eventually I’ll have time to post. Like you, however, I’m too busy writing! My website’s not quite as out of date as yours was *g*, but it’s close!
I do try to confine my bugginess to my own blog — but I’ll do the drive-by post thing on the loops that have specific days/times for just that purpose (like Romance Junkies’ “De-Lurk” Day once a month).
I agree, though, that promo fine line is fuzzy.
Yeah the people who just drop in and announce their books every once in awhile kind of motivate me to not by their book.
And I really agree with the having a blog. I’ve met so many people who I buy from that way, and who I hope may even buy from me when my book comes out.
Good topic!
Buy not by, der. I swear I need an editor attached to my arse!
Personally I think that running one’s own blog in hopes of increased book sales is a poor return on time investment.
Blogging has to be done regularly and then promoted to build an audience.
And odds are you’re only going to get die hard fans returning (who could be serviced just as well through a newsletter).
Wouldn’t it make more sense to participate on someone else’s blog? Offer to write an article (you can also distribute articles for free via Ezine) or leave value adding comments and encouragement?
BTW…if you’re going to distribute press releases (which I definitely reco), don’t forget to send them through the free on-line distribution systems (such as PRWeb) also.
Doesn’t cost any extra and are read by thousands of people including media types. Plus they’re listed on search engines.
Kim, what you suggest is good, too. I contribute to two group blogs on a regular basis. One is Plotmonkeys…which sorry, Ruth, is mostly fun and fluff. It was a conscious choice on the part of the four authors (me included) who decided we wanted to give people a place to stop by every day just to have fun.
My second group blog is at AccessRomance, where I participate twice a month. There, I might be a little more in-depth and talk about topics that might be construed as controversial, I suppose. I also try to support the site by commenting.
My Marisela blog, which is mine and mine alone, is where you’ll get to know me best. I don’t post every day, but I’m working on at least once a week, if not more. At least Mondays. Marisela Monday. Yeah, it works.
The rest…press releases and such…I pay someone else to do that. It’s so time consuming, it doesn’t necessarily reflect me as the writer, so I’d rather let a pro handle it. But that’s just me.
You know, I’d love it if someone, somehow, did a HUGE survey on what works and what doesn’t with promo. Y’know, get it in the hands of, oh, half a million readers with little dealies to tick off whether ads/blogs/bookmarks/whatever never/sometimes/always influenced them to buy/read a book. I could make up the questionnaire, but statistics and spread sheets and such are totally beyond me. But wouldn’t it be interesting?
And one comment about writers’ blogs — I’m not sure we can completely separate who we are as writers from who we are as people. Not that I’m advocating divulging every personal experience to the world at large, but our experiences, and how we view and react to those experience, can’t help but impact our work. Besides, it’s not the subject that makes a blog entry compelling or not, it’s how it’s written.
IMO blog = voice. And voice is what keeps readers returning to the blog, and hopefully take a chance on your book. Jenny Crusie, for instance, can write about toll booths, pizza burns on her chin, stray socks and pet yack and it’s hysterical. Other writers might drone on about redoing their kitchen (just an example, I haven’t read any kitchen remodel entries) and it’s boring. But if they find the humor, or some insight — something that goes beyond “And then they delivered the granite for the countertops” — THEN they’ve got something.
As writers, our experiences really don’t vary all that much. As PEOPLE, however, the sky’s the limit.
The trick is to find that personal touch without getting too personal — a challenge writers of previous generations never had to deal with.
I usually buy my books based on word of mouth — but not promotional word of mouth — even though I’m an author, and yes, I “promo”. Many times, promo just seems like a lot of smoke and mirrors.
One form of promo that has worked on me as a reader are the weekly excerpts put out by one of the promotional sites. Now … so far I’ve glanced at the excerpts for about fifty books, and only bought three of the books. Is that a good ratio for that form of advertisement? I don’t know! I was an English major, not a math major.
I can think of only one book I’ve bought as a result of reading an author blog.
I do a personal blog, group blog, and a newsletter. The reader side of me can subscribe to anyone’s newsletter, but sometimes I get the feeling they just want my money.
A blog is a way to humanize the writer. I’m more likely to buy a book from someone I can relate to. Someone who shows me they’re willing to open up in a blog. If you hook me with your blog, I may sign up for your newsletter. But it rarely goes the other way around.
I think a blog is a great investment, and pretty darn therepeutic too.
Man I’m a rambler.
Great post, Julie! (BTW, I heard you’re either here in Daytona Beach or coming . . . I’m here, I don’t want to miss you!!!)
Word of mouth, number one. How to get it? Write a good book, get good distribution, be nice, and write another good book. I have a blog, but I only post once a week. Ok, I have two blogs and I post once a week on both of them, but I made the decision early on that I didn’t have time to blog often, so I’m blogging weekly. I don’t have a huge readership, but it’s enough to keep me doing it. And I’ve found that often readers will post to my blog about liking my books instead of emailing me — it’s simply another form of communication.
But you can’t spend too much time at it. When Kristin Nelson started her blog, she said 15 minutes a day . . . anything more would take away from her clients. I’m totally with that. I spend about 15-20 minutes a week writing my post, then I spend about 5-10 minutes a day checking and responding and 5-10 minutes a day catching up on my favorite blogs.
The book always comes first. It has to.
I can’t say I prefer one way or another because the truth is, I enjoy the fluff and I enjoy the more hard-core author stuff. I read Alison’s blog because she’s great at keeping it current and it gives a lot of valuable information, even for a reader, but there are several blogs I read to find out about the so-called fluff. To me, it personalizes the author, and has often given me a reason to pick up the book. I enjoy reading about their vacation plans or hobbies.
I also find blogs that talk about nothing but controversial topics to be really boring. Some people live for that stuff, but after awhile it gets old. It goes back to what Karen said about balance.
Again it goes back to the fact you are never going to make everyone happy all of the time, so I say make yourself happy. As a reader, I don’t want to read blogs strictly about technique and promotion and all that other authors biz stuff, but once in awhile I find it interesting. In contrast, I like Jill Shalvis’ blog because she talks about a “day in the life”. I love the variety. If every blog was the same, I wouldn’t bother to read them.
Btw, I’ve read blogs that are more entertaining than the author’s books, so it can go both ways.
I only pop in here now and then, but I’m glad I did today. Ciar and I were just cussing & discussing drive-by bloggers a day or two ago – lol. I don’t have a grouch session often on mine, but that was my topic…and I’m sure I showed my arse – blogging is much like driving…don’t do it angry. *wry grin*
Totally agree, though – our blogs and books most likely reflect our personalities, more so than we think. Alas, I’m not always on my best behavior.
I figured out something during the past year, though. I write for me, and I blog for me. I know I won’t hook the masses with either, but I’m comfortable that I’m myself, even if someone else isn’t as cozy with me.
Good blog, Julie.
The fact of the matter is this–the blog should ALWAYS reflect who you are as a writer. If you’re “in your face” as a writer and as a blogger, then go for it. Do it with the knowledge that you might put some people off…but if you don’t care, then why should anyone else?
Allison, I’m sorry, I’m not in Daytona. Long story short–I had no childcare and had to cancel. I’m sorry I missed you…hope to catch up in Atlanta. I’m really bummed I couldn’t make the trip when it was so close. I actually had to cancel two conferences this week, but family comes first.
I agree with Karen T when she said
I’m not sure we can completely separate who we are as writers from who we are as people.
I’m not two separate people. There is a certain persona, I think, a writer adopts, a public face, maybe, but she’s still the same person. I’m not one to blog about last thing I do during the day, but I’m also not big on blogging about writing as a craft. I’ve read some great blogs about the writing crafts, and as much as I’d like to offer my own insight…. uh… I can’t. I just sit down and write. You can only talk about that so much.
But I do understand where readers aren’t necessarily going to want to read about every little detail in my day to day life. Gee, today I went to the store. Today I went to the OB. Today I went to the gym. Unless there’s some sort of anecdote woven into it, it’s going to get boring reading over and over…
As for promo, I do the bare minimum of what I have to.
Occassionally, I send books out for review. I have a website and I keep it fairly up to date. I belong to a group blog. And I keep a few bookmarks and pens on hand for signings or for when I do book giveaways. Anything more than that takes too much time, too much money… plus I get bored with it. 
And I like the term promo whore it says so much more than gnat.:smile:
I do blog and love it, and she’s right, when it is your own, you can meander wherever.
But there are times, when I’m writing heavily when I just am not in that timeframe/mentalframe, and I like the suggestion to stock up. I use a list of things I think about and then pick them up when I can.
I’ve come to believe that different authors have individual promo talents, and some, able to travel and work it, do quite well, with just that alone; others use ads and mailouts (expensive, but I’m doing it), and others spend time on the Internet, which is the least costly, most time saving, and probably the most effective that way.
Anyway, I enjoy blogging and doing my own. A suggestion those who like it is to get that RSS feeder to collect them.