Small Press Marketing Tips

What follows are a wealth of specific hands-on suggestions from a host of small press publishers on promoting and marketing small press titles which I gleaned from the now defunct PMA e-mail list when it served as a premier source of "how to" information for its members. -- Jim Cox

1. When arranging book signings, ask store for a list of media contacts, and when talking to media, ask for names of their favorite book stores! -- Kathy Guttman
2. Include a separate "review form" with every book you ship. This way your customers are encouraged to send in reviews, which are GREAT for your ad copy. -- Scott Bilker
3. Consider setting up a book signing in a local grocery store! To be sure, grocery stores get more foot traffic than book stores. (this may work best for regional or local books. It can depend on the book and the market. ) I once signed 300 copies of a book in 4 hours in a small town local grocery. Not all chain grocery stores will let you do this... depends on the town, the store, etc. But... I've seen it work well! -- Rod Colvin
4. Don't be afraid to contact radio stations that have already interviewed you to see if they'd be interested in doing another interview. I have been coming up with interview ideas that go along with the season; for example, my "Top 10 Funny Kid Christmas stories." I have contacted stations that had me on last spring and summer, and most have wanted me to be on again. The interviews are short; only 5-10 minutes. In February I will call back with my "Top 10 List of Funny Kid Stories Involving Love." Then it will be Easter stories, Mother's Day stories, etc. Many self-publishers can invent some kind of seasonal twist for their books. -- Grace Housholder
5. When you have a radio or TV gig organized -- call the bookstores in that area tell them when they order 20 copies, you will plug them on the air. -- Alvin G. Donovan
6. Offer a free information sheet for anyone that calls your 800# and requests it. I have a new two-sided piece. One side has "Ten Tips for a Better Adoption Trip" and the other "Preparing Siblings that Stay at Home." The tips were culled from my very successful international adoption travel planning workshops. Of course, those that call in for the tip sheets can (hopefully) be converted into sales. -- Mary Petertyl
7. Mary, I tried offering a free tip sheet to a TV show audience in hopes that requests would turn into book sales. (Subject was romance.) I got 125 requests and spent $60 just in postage ($.48 Canadian.), after spending 4 straight hours answering and returning phone calls, and writing down addresses. Only two people bought books ($40 total); the rest were just after a freebie. A second mailing brought zero orders. Now I SELL tip sheets (I have 20+) at $2 each which also covers postage. My most successful is my Writer's Fortune Cookie Predictions: 42 separately folded messages from a bossy oracle to overcome Writer's Block. My brochure/order info rides for free. Most are multiple orders which often result in follow-up orders for published articles ($4-$6), special reports ($6-$8), and manuals ($8-$20). I've learned that unless I attach a dollar value to my creativity/knowledge it doesn't seem to be appreciated. It might be better to offer a free tip sheet as a prize only to those who call in with a question or story and talk to you on air. The rest of the listeners can order theirs by mailing you $2. If they're really keen on the topic they'll send $2. Just my experience; hope yours is better. -- Andrea Reynolds
8. Talk to a new publisher -- one-on-one/person-to-person every month, you'll become invigorated and marketing will begin to take place through some sort of contagious osmosis type process, or if you don't like that one write an article for a local paper about local small presses (including yours) in your region, state, city. -- Steve Semken
9. When you call a bookstore to ask questions or arrange signings they may want to transfer your call. Before they do, find out where you are being transferred. Ask nicely, "To whom will I be speaking?" That way if they screw up and send you to the wrong extension, you'll know the name of the person you were supposed to speak to and can get back on track again without too much fuss. -- Tara Calishain
10. For those of you who have never found out who is linking to your site. This is an easy way to find out the good and the bad. Here's how: Go to the Alta Vista search engine. Input your URL (Web site address). Alta Vista will then search and report back all the sites it is linked from. For those of you who have embarked on link campaigns, you may be fairly astounded. I was. -- Paul J. Krupin
11. Don't take out display ads in major newspapers. A few weeks ago, my friend took out an ad in Sunday's Chicago Tribune Book Review section (to the tune of $2142). Six books sold. And his name is recognizable around Chicago. He's the founder of Oil Express Lube shops, Entrepreneur Hall of Fame, multimillionaire, you name it. These ads don't cover their costs. -- Raimonda Mikatavage
12. I have an author getting 20 to 30 hits a week on her information Web page. I had her add some e-mail hot buttons to the page where a person could ask the author questions about the subject, they don't have to order. We get early reader feedback, and gather e-mail addresses to approach when her book is ready. I do this on the Web page for my book. -- Welmon "Rusty" Walker, Jr.
13. Make yourself newsworthy and seek out media attention as often as appropriate (GuestFinder is a big help with this, by the way). Do a lot of speaking, live and on radio -- and promote your appearances. Help others and they will help you. And finally, remember to have fun! -- Shel Horowitz
14. When you are doing a book talk or signing leave postcards of your book announcing the date and time you will talk at the bookstore cashier a week or two before the event so they can be put in all bookstore transactions or just picked up for anyone interested. -- Pam Terry
15. When you send books to a bookstore send a press release to the newspaper in their town with a short cover letter mentioning that the book(s) are available at (bookstore). -- Sue Robishaw
16. My all-time favorite marketing tool is postcards. I have a used Pitney-Bowes copier with a side cassette and I print different text to send to reps, radio producers, gift shops, magazines & even late pays . It gets a quick response and my four-color postcards have six of my books so I can also "niche" it to popcorn stores, angel stores or whatever else is appropriate. I do up to 250 in my copier; if more, I take them to a local "Sir Speedy" place. -- Diane Pfeifer
17. Grab an armload of glitzy magazines and look for a column in each one that suits your subject. Then sit down and write a short "exclusive" blurb for each one of the appropriate length and degree of breeziness. Mail them to the proper editor with a letter and book cover/photo and press release about your book. -- Franette Armstrong
18. When it comes to giving away information on the radio, I figure that any investment in postage I make is the cost of buying that person's name for my mailing list. I always offer something that will ensure that they're interested in my end product. In this case, I send out Ten Tips to Break the Debt Cycle which is an excerpt from my forthcoming book, "Break the Debt Cycle -- For Good!" I also include a coded flyer for my book, "Bounce Back From Bankruptcy." We're getting about a 45% response rate of people converting who got a free copy of the tip sheet. When the second book comes out, we'll be able to mail promotional direct mail pieces to these targeted customers as well as the folks who weren't interested in the bankruptcy book but were interested in the tip sheet to break the debt cycle. Look over the information sheets you're using, or thinking of using and ask yourself: if I was the person listening, would this be something that would encourage me to buy the end product? And is it something that is useful by itself? Then ask yourself, as the publisher, is what I'm sending something that will encourage people to buy this current product or is it something that will capture names that will be useful to me for a future product? If you can answer YES to all these questions, then you've got a winning free gift to give away! -- Paula Langguth Ryan
19. An interesting approach to encouraging people to use an automated order line. Some people are reluctant to leave order information -- including credit card numbers -- with a machine. Credit card experts will tell you that the weakest link in any credit card operation is the human beings, but for some reason people are afraid to trust a machine with that info. Offer free gift wrapping and free two-day air shipping if you used their automated order system. An inexpensive way to encourage someone to place their order immediately rather than having to call back... which they might not do. -- Mary Westheimer
20. Try a News Release instead of a Press Release. Write a newsworthy article... germane to your book and including reference information of course... and send it to publications who might be interested in it. Newspapers, in particular, seem to be on the lookout for newsworthy information. Don't just focus on the news desk although that might be great when you can tie into a current hot topic or event. For example, try the lifestyles editors with human interest information or the travel section editors... you get the drift. They may pick it up and use it without a byline but all really want is the book reference anyway. The idea is to hand them material on a silver platter. Make it very easy for them to use it. -- Steven Martin
21. News Release instead of a Press Release: when did some sort of distinction between these terms develop? And just what can that be? The distinction is in the minds of some editors and reporters, and dates back to the rise of TV/radio news departments. TV/radio folks tended to resent the term "press" release because of its seeming favoritism to the print media (users of presses rather than airwaves). The term "news" release gradually came into favor by the issuers, who didn't want to offend anyone who might use the release. -- Dick Barnes
22. Surf the Internet. Surf and make contacts, introducing your book(s), Web site and expertise. Offer to give permission for relevant sites to post an excerpt from your book. Not only may you be the featured expert of the day at a high-traffic site, but your excerpt often becomes permanent content at these sites which gives your book exposure day after day. Today, for example, I'm the business expert featured on Women Connect's home page; after today my article will become part of their content. -- Lisa M. Roberts
23. The secret to success on the Web is not how much money you put into designing your Web site, rather it is the time and expertise that goes into promoting it. As many people and companies are realizing, developing a Web site is not even half as difficult as promoting it to success. The single best way to make your site a success is to make sure that your site is ranked in the top ten on the eight major search engines under the keyword(s) that your customers would most likely search. How do you do this? Many people think that using a submit service to 500 search engines and indexes is the way to get listed; The problem is that 95% of the people on the net use only eight major search engines. They are: Infoseek, Lycos, Alta Vista, Webcrawler, Excite, Hot Bot, Yahoo, and Northern Lights. If you can get your site ranked in these search engines it will be a success. Those submit services can only submit one HTML page from your site when you actually want all of your pages to be submitted. The best source that I have discovered that teaches this process is a booklet from Planet Ocean Communications. It is a guide to how the search engines are indexing their pages and how you can get your site ranked. You also get a update every month and a subscription to their online newsletter. If you know Web design and HTML, this booklet can help. You can get more info at: http://www.hitmasters.com/. [I have no vested interest in this service, just a very satisfied customer!] -- Brad Salt
24. (1) Ensure your Web site is properly designed to support the automation used by various search engines -- meta statements and other appropriate header information. Ensure all your pages are "titled." (2) Get listed with the top search engines (here I disagree with Mr. Salt -- you need to register with more than the "top" eight or so). Don't do it yourself -- it is very time-consuming and there are plenty of inexpensive ways to get it done. I like the folks at 1-step (www.1step.com). (3) Utilize traditional and Internet-based news releases. (4) Engage in strategic mutual link development. This is quite important -- nearly 25% of our traffic comes to us via these links! (5) Participate in newsgroups and e-mail lists. Don't advertise -- provide useful information. Let your "signature" do the advertising. (6) Include your URL on everything: telephone answering machine, literature, business cards and stationary, traditional adverts, etc. (7) Develop a newsletter. (print or e-mail based) We did and in about a year, generated a mailing list of over 4000. This brings traffic! (8) Write articles for journals and periodicals that relate to what you do. Include a byline with your URL, of course. (9) Make sure you are using a "signature" with your e-mail and include your URL. -- Bob Sullivan
25. Become the undisputed expert in your field! Write, speak, write, speak. Do conferences, trade shows, media, media, media... Just this past week I signed a book deal for my client -- an author/publisher -- who has written 20 books on Yoga for a high five-figure deal with a major publisher. I am about to sign another author/publisher of 15 books on herbs to the same major publisher for a low six figure deal. The upcoming books will have initial print runs of 100,000 each which will give them both the international recognition they deserve. We are all thrilled! -- Carol Susan Roth
26. As you create and implement marketing strategies and tactics, keep a picture in your mind. Visualize each sort of person you want to attract, and imagine a particular human being of that sort asking you a question as you hold out your book, the question being "What does this have to do with ME?" If you provide a good strong answer, the person will become your reader; otherwise, the person will go do something else. -- Judith Appelbaum
27. If your Chamber of Commerce is anything like ours (Hurst, Euless, Bedford), you have a great avenue for sales and promotion. We do one to three ribbon cuttings per week. There is always the opportunity to emcee the event, present a plaque, or whatever. I volunteer to emcee as much as possible. I introduce myself as an author, personal trainer, and health counselor. I'm telling this to the whole group (usually 15-50 people) while holding up my book and saying they can get it from the bookstore located in the back of my car. I then introduce the new business owner. Everyone else introduces themselves and tells what they do. The Fort Worth Star Telegram always takes my picture (full color) as emcee while I hold up my book. They get it again as a group when we go outside to cut the ribbon. Sometimes the Colleyville paper photographer comes and gets a picture as well (if the business we're welcoming into the chamber is in Colleyville). As a result, I'm in the paper every week for free. I almost always sell a book or two at every event. Who knows how many are sold because of the pictures... I have no idea but sales in the D/FW metroplex are consistent through the bookstores. When I do a free seminar/autograph party in the area, I fax as many papers as I can within reason. I ask the paper to put the info in their health and/or events calendar. It's just a sentence or two but the more the public sees the book name the more likely they'll go out and buy it... even if they don't come to the event. Small town papers all have calendars. Your papers do too. I try my best to make sure all the bookstores in the DFW area have several flyers in their flyer rack and my book is face out on the shelf. If it isn't, I make sure it is. At first, I was embarrassed but now I act like I'm one of the employees moving books around. If an employee comes by I just tell 'em who I am and what I'm doin'. Try it, they won't fire ya'. A customer may come by, notice your book, and want you to sign it. -- Dusty Green
28. Besides having a main site of your own, whether hosted by Bookzone, or anywhere else, or yourself, or having Web pages at the Book Super Catalog, seek niche market Web sites for your books where you can have a page or two, and watch your sales to soar Wow! Pardon me for being excited! I can't help it. -- Veltisezar "Velty" B. Bautista
29. "Did you test this (direct mailing) list before you rolled it out to the entire 5,000?" Typically, you can do a small test (100 or so), and the percentage you receive from that 100 will probably translate to the same percentage you receive from 5,000. Also, within that 100 group, you have the opportunity of testing several offers to see what offer pulled the best percentage. In direct mail, the key word is TEST. Never send something to a list that has not been previously tested. -- Jan Nathan
30. Don't forget that most libraries have a "Friends of the Library" organization which holds periodic meetings and would be an excellent venue for speaking (and selling) your books, especially since most Friends groups also have their own book acquisition funding quite separate from the normal library budget -- and can (and do) often purchase books that library budgets won't permit for memorial and similar occasions. They also have Friends newsletters that would extend your presentation beyond those who were able to show up for a given on-site presentation. So always go equipped with a little article you've created on yourself and your book(s) to hand to their newsletter editor as possible filler and as a basis for them to write even more about your visit than they otherwise might do. -- Jim Cox
31. Don't forget to send news releases and review copies of your book to the periodicals published by large retail chains such as Staples and Costco as well as organizations such as AARP and USAA. They have wide readership! For example we just learned that one of our titles, "The Small Business Start-Up Guide," will be featured in an upcoming issue of Costco's monthly newsletter (The Costco Connection). Not too exciting until you realize it goes to 2.5 million readers! Total cost for this marketing effort: about $5.00. -- Bob Sullivan
32. When I wrote "Your Erroneous Zones" I was told "We don't have an advertising budget, we can't do this, and we can't send you out on the road, and no, you can't get on these shows and no you can't do that." And every time somebody said that, I thanked them in my heart, because that just gave me the impetus to do what it takes, to be willing to do what it takes. Buy up the first printing, which is what I did. Buy up the whole second printing. Put them in your car. Take them across country. Spend two years out on the road. I was told that the only way you could talk to everybody in America was to get on all the big talk shows. But all the big talk shows never heard of Wayne Dyer. So there's another way to talk to everybody in America and that's to go to everybody in America. Go on every little radio show in every town across the country. Most of them, like AM Columbus and Good Morning Jacksonville, if you've got a new avocado dip they'll put you on. Take the books with you. Just do it, and don't tell yourself, "I've got to struggle." -- Wayne Dyer
33. Where do I use any reviews and/or testimonials that I have accumulated in my promotional activities? If I only have reviews/testimonials from "secondary" level sources, do I use them? Make a flyer about your book that lists, among other things, all the reviews and testimonials that you have accumulated Integrate the reviews in a prominent place. Most buyers feel better knowing someone else has said something good about their purchase. Integrate the review/testimonial sheet into your Web promotions. Make this sheet into the back of your book. -- John W. Mann
34. If you're being sold in local bookstores, make sure each has a copy of the reviews. If you're willing to call each store, ask them if they would like a blow-up (to fit on an easel or tack on the wall) of one or the other (or both) to place near where they stock your book to encourage further local sales. Otherwise, you might use highlights to do an e-mail campaign to other newspapers. And, of course, they help flesh out your press kit in all your further endeavors. -- Cor van Heumen
35. Use the few good reviews you have to gather more reviews. Just send a cover letter summarizing the good points and referencing the other reviewers. Send only to experts (not book reviewers) in your field and specifically ask for their advice/suggestions on "improvements" rather than a review. (In the meantime, explain why you value their opinion: their work is great, beneficial, whatever). I went after the reviews first to decide if I have a good concept. Even before major printing, the reviews help anchor the book(s). All the reviews I have are based on benefits of the concept (and rather poor computer-generated output) rather than execution of the idea! And don't be afraid to send your book to anyone who could benefit from your book -- even the biggest name may respond. My attitude is "How could it hurt?" -- Kathe Kain
36. "When it comes to doing a coast-to-coast tour, the best thing to do is to contact our Author Promotion Department and they will help you set up your schedule and make the connections for stores all across the country." -- Marcella Smith, Small Press Business Manager, Barnes & Noble
37. Notes from a "How to get your book reviewed" panel discussion: Panelists were Sybil Steinberg (Publisher's Weekly), Richard Marek (Kirkus Reviews), Barbara Hoffert (Library Journal), and Charles McGrath (NY Times Book Review). In general, they all expect to receive bound galleys 3-4 months before pub date, along with a cover letter and professional quality press release. Cover letter and/or press release should include ISBN, price, author bio, distribution arrangement info, print run (Kirkus doesn't pay much attention to print run), general description/summary of book, advance quotes if you have them, business phone number (NOT a home phone with children answering). As I said in an earlier post, most if not all of them require that the book have a national distributor before they will review it. Kirkus needs two copies of galley. Seventeen percent of Kirkus's reviews are from small presses. One tip given by Sybil Steinberg is that if you are publishing several books, especially if they are in the same general genre/category, spread out the pub dates -- don't publish three books in the same month. The reviewers will not have time to review all of them, so they'll have to choose one of the three, if any. Kirkus prefers a very short cover letter (i.e. "Here is a galley of our book...") with a more detailed press release. Publisher's Weekly says a cover letter is okay without a press release if the cover letter covers the pertinent info. Library Journal likes a personalized letter, along with a press release or catalog copy. -- Linda Grobman

    In addition to the summary of the "How to get your book reviewed" panel discussion summary by Linda Grobman, I thought it was noteworthy that the reviewers really didn't care if the book came from a small publisher as long as it has national distribution. They will not review a book that is not available nationally. They stated that the galley and press kit needs to be professional looking. An author bio outlining the author's credentials is key. A four-color cover included, or at least a color printout, can also definitely help. -- Kent Holtorf

    There were a couple of points that still stuck out for me for my friends here. There was lots more, mostly covering the basics with questions from the floor.

    • Regarding the panel members: They were all "pre-publication" reviewers. Which means if you even want a chance to be reviewed you must get them your book at least 3 months in advance of publication date (date books are in stores or otherwise "out"!!), without exception. Average receipt of books 400-500 per week -- average reviewed 20%. Most books are cut out for one disqualifying reason or another before the jacket is even opened.
    • You must give them all the information they need (see Jim Cox's frequent post on same) and most don't care whether that's in a cover letter or in the release (and please don't bother with a cover that just repeats the release, though 2 panelists preferred one or the other they admit to working with either, they will work with catalog copy if it gives them all they need). You must have an ISBN number and price, especially, along with the rest. Lack of national distribution is a serious fault as they have national audiences.
    • Hype is only important as it tells them whether or not the publisher is behind the book in manpower and money and, ergo, will be everywhere seen and available. A book without this backing isn't necessarily excluded (given it still fills all the other blanks), but books that do (again, given it still fills all the other blanks) are favored because they are the books everybody will want to know about. If you are spending serious bucks on promotion (publicity and marketing), ads in some (all?) the nation's top magazines in your niche (whatever), touring all the major cities, going to get a medal from the President, etc., tell them with details. (Yes, I know this is out of the question for most's pocketbook, but you should know.)
    • NY Times Book Review does not review "How To's," per Charles McGrath, and they do not have qualified people to even consider spiritual and metaphysical books (though there have been exceptions, after the fact). Chuck admitted that most of his audience (outside of trade) only reads their reviews so that at parties and at work they can knowingly talk about books they haven't actually read. (We like Chuck for telling it like it is -- good man.)
    • They all miss the bygone days of serious book launches, with a big party on the Publication Date. If for no other reason then it's confusing now how people use "publication date" (Chuck thinks the term should be dumped.). It screws them up (ink space always being what it is, every issue) to find a book they're holding for review (already written) for a publication date in future and then go to lunch and see it in bookstores (they are all still book people and go to bookstores frequently). Didn't say they'd pull the review for that, but Cate detected some decided animosity. (Point: don't lie -- they'll know. Which is not to say if you've a late year book you can't give it the following year's copyright -- we're talking pub date not copyright.) -- Cor van Heumen
38. Every newsroom I've ever worked in or with has a person whose responsibility it is to scan the releases that come in. In some news organizations this is done by the editor (or section editor) who flags the ones they find interesting and passes them off to the relevant reporter. In others it's done by a very junior person who then passes their choices off to a more senior staff member. In either case, releases are read and some are sent into the news stream. I can't think of an occasion when a press release was used in the form it arrived in, but enough of them are used in some fashion or another to warrant whole industries to be dedicated to creating and distributing effective releases. If seeing the "light of print" was the goal, I'd probably agree with you. But it's not. When you send a release to a major daily it's never going to be used in that form. Never, never. Press releases aren't news. However, they *carry* news. So your goal in sending a release to a major newspaper is not to see the release used. There are a number of things you should be hoping for: (1) That your release makes an editor or reporter aware of your business, service, book or company. The *next* release will reinforce this. (2) That something in your release sparks an idea for a story and that you (or your author) are used as a source. (3) That something in your release runs into a story currently in the planning stages and -- again -- you (or your author) are used as a source. That's what press releases do. They are the accepted bridge between the business world and the editorial world and your effective use of this tool can contribute a lot to your promotional success. -- Linda Richards
39. How to best turn reviews into sales: * Send clips to top library buyers; * Include your direct order number in all press releases; * Put your new clips in a media kit that you use to generate special sales, bulk deals, etc. -- Shel Horowitz
40. Notes from a Jenkins Group seminar: * If you do a seminar, stand by the door and warmly greet every participant that walks in. Jerry Jenkins did this and it immediately breaks the ice. * Stay on schedule; Jerry was on time with every speaker; did not cut into anybody else's speech and still left time for questions. * Always give credit to others; a good seminar is usually the result of combined efforts; Jerry mentioned each exhibitor and all involved. * From John Groton, VP of Special Sales for Random House: If you want to succeed in special sales understand that the customer does not care about your book; they want to sell THEIR product. Tie in your book to THEIR cosmetic, pharmaceutical, service, etc. How will it increase THEIR sales and make THEM look good. * From Greg Tobin, Editor of Book-of-the-Month Club: Send a manuscript nine months before pub date. They prefer manuscripts over galleys or books. * From Mary Engstrom, VP of Amazon.com: Search by category; is your book the best Amazon.com seller for "training your pet" or a great seller in any given category? State that on your sell sheet. * From NBC, CBS & ABC producers: they want general consumer stories! How could you make the segment visual? Describe it in the cover letter. * From Chip McGrath, Editor of NY Times Book Review: They want books for "good discussion by a general audience," no travel guides, advice, how-to, etc. * From Tom Woll, President, Cross River Publishing Consultants: You must be able to describe THE ESSENCE of your product in ONE sentence. * From Steve Hall, Radio-TV Interview Report: Greg Godek (who has sold LOTS of books) has this mindset -- "My job is to do interviews." Unfortunately, this is only 5% of all that I learned at this seminar. And the folks that I met will inspire me until my next one. -- Raimonda Mikatavage
41. Promotion tip: Do not mail review copies or promotional materials between now and December 31. Books may wind up as holiday presents from the reviewer rather than being considered for review. Editors have less time to read news releases in December because of all the parties and family obligations. But, do not stop promoting. Put review copies and promotional mailings aside and mail them on December 31. You can get a lot of promotional work done during the holidays when there is less telephone traffic (interruptions). -- Dan Poynter
42. To correct informational mistakes on Amazon.com listings, send an e-mail to book-typos@amazon.com. You must provide complete title information in your post (ISBN, author's name, publisher) and be specific and succinct about what information is wrong and what it needs to be changed to. It will take the Amazon.com staff from 3 to 5 weeks, but they will correct it. Borders.com and BarnesAndNoble.com have similiar features for updating book title entries and correcting erroneous information -- Jim Cox

James A. Cox
Editor-in-Chief
Midwest Book Review
278 Orchard Drive
Oregon, WI 53575-1129
phone: 1-608-835-7937
e-mail: mbr@execpc.com
e-mail: mwbookrevw@aol.com
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