Archives: Marketing

urlWe are thrilled to announce the launch of our new Speakers Bureau! Adding to our multi-pronged literary and marketing approach, our Speakers Bureau features distinct voices in literature who inspire audiences and facilitate progressive thought and conversation. Unlike traditional bureaus, our objective is to focus only on the work of authors and connect them with venues nationwide and globally. 

Our roster features leaders in productivity and leadership Chris Bailey and Rajeev Peshawaria, New York Times and internationally bestselling authors Nicola Kraus, Sam Wasson, and Douglas Kennedy, Olympian Ginny Gilder, award-winning neuroscientist Susan Peirce Thompson, and more. At Lucinda Literary, we take immense pride in connecting our authors to the broadest audiences possible, and are excited to explore the vast, uncharted territory we see in matching authors to venues.

We are currently seeking to expand our Speakers Bureau through the referrals of colleagues in publishing. We are not accepting unsolicited submissions at this time.

If you are interested in booking one of our speakers, visit: http://www.lucindaliterary.com/request-a-speaking-appearance/.

It’s expensive to launch a “successful” book, whether the investment is the publisher’s, yours, or a combination of both. And by successful, I’m not even talking about New York Times bestsellers, whose successes seem as much the result of a quantifiable financial investment as they are the result of unquantifiable variables like reader enthusiasm and sheer serendipity. By successful, I’m referring to any book that earns out its publisher’s investment and sells through its first printing. Any author who’s gotten that far should be immensely proud.

Here are some of the most critical costs I’ve seen responsible for creating a successful book:

*Print run (the number of books printed)
*Co-op (exhibition or shelf space the publisher is buying, whether at Barnes and Noble or Amazon.com, to offer your book exposure to browsers. Involved explanation here.)
*Marketing & publicity (ranging from advertising to a freelance publicist)
*Buying back books (for events or giveaway/review purposes)

For authors who receive an advance in the tens of thousands of dollars, a robust first print run, co-op, or hefty publicity/events support isn’t likely. And even the rare, proactive publicist who works with you at your publishing house…his/her efforts may simply not translate. If your hope is to exceed expectations and give your book a real shot on the market, you will need to find ways to supplement what’s lacking in the publisher’s investment.

Here are some ways to properly prioritize your time and energy that won’t cost you a dime, excluding gas money.
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Presentation at Lucinda Literary/ WeWork's offices - Fulton Center.

On Thursday evening, we hosted a presentation on publishing for The Fresh Air Fund’s job shadowing program. Fresh Air is an amazing organization founded in 1877 with the simple intention to give inner city kids the experience of “fresh air”–at summer camps far from the streets of New York. Since then, it has become more like a family, offering children and their parents all kinds of educational resources throughout the year, and closely monitoring kids to ensure they stay on course to graduate college.

As part of the presentation, we created the short quiz below to discover which job in publishing was best suited to their personality traits. Take it yourself, or share it with young people curious about publishing careers, and tell us below the post how accurate you found your results.

What Job in Publishing is Right for You?

Choose just one answer for every question.

Choose the best quality combination to describe your personality from those below:

  1. Dreamy/Creative
  2. Thoughtful/Introverted
  3. Articulate/Passionate
  4. Talkative/Social

When you were little you wanted to be or were most drawn to the careers of:

  1. Artists
  2. Teachers or doctors
  3. Lawyers or CEOs
  4. Singers or Actors

You often find yourself:

  1. In your own world: observing people and imagining their lives
  2. Reading and helping friends with their schoolwork
  3. Socializing with other people, where you are often the storyteller of the group
  4. Browsing the internet, watching television and movies, communicating with friends

What interests you most in a career is:

  1. To leave something important behind for generations to come–a legacy
  2. To help others
  3. Learning about business and making money
  4. Working in a fun, fast-paced, social environment

You feel happy and stimulated when:

  1. Expressing yourself
  2. Giving feedback to others
  3. Helping others solve problems
  4. Positive feedback and rewards

You feel [fill in the blank] way about money:

  1. It doesn’t really interest you beyond the minimum you need to live your life
  2. You’d like to make a good living
  3. Making money is very important
  4. It’s more important to have a fun and fulfilling job than to make money

You feel [fill in the blank] about rejection:

  1. It hurts, but it won’t ever stop you from putting yourself out there.
  2. You find you’re able to make a rejection when necessary in a polite way.
  3. You can deal with it.
  4. It’s the worst thing ever.

It doesn’t bother you to:

  1. Be alone for hours in the day
  2. Do detail oriented work. You like the feeling of progress!
  3. Discuss or deal with money
  4. Talk to strangers. You can always find things in common with people!

keep-calm-and-check-your-answers-9

Mostly 1’s? Your personality is well-suited to be a writer.

Author

You are imaginative, creative, like to observe others, and are happy being in your own world—which is essential for all the hours you’ll need to spend writing if you have a career as an author!

 

 

Mostly 2’s? You could be a book editor!

Editing an English language document

You really thrive helping others (as you would be helping writers), and you have a natural strength for long, detail-oriented work, which will be necessary for all the manuscripts you’ll be editing.

 

Mostly 3’s? The best role for you in the publishing industry could be as a literary agent.

Lit Agent

Like editors, you enjoy helping people, and like publicists, you are social creatures, but your passion for business differentiates you from the rest of the pack.

 

 

Mostly 4’s? Book publicity would be a great career for you.

talk_to_my_publicist_jadedstarlet_couture_tank-rdf89eb12ed6b4c649346c38a680f4610_8nhmp_324

You love people, entertainment, and pop culture and are always in the know about news and trends. Working in a fast-paced environment and booking media for authors will bring you joy and immediate satisfaction.

“The sport of book promotion is more of a relay race than a sprint.”

It’s almost a cliché to hear an author complain about his or her publicity team. But the fact of the matter is that celebrity has become as important as literary merit, with more titles competing for consumers’ attention than ever before, so authors need to work just as hard as their publicists to promote their work.

That can be frustrating, unless you’re able to “rewire” the way you approach publicity. It begins with remembering that you and your publicist are on the same team, and that the sport of book promotion is more of a relay race than a sprint. There’s no recipe for guaranteed attention, but with the right partner, you can at least have a hand in orchestrating your book’s destiny. As an author and a publicist, here are a few things we’ve learned.

1) Rewire the way you think about publicity.

What does publicity “success” mean to you? If it’s getting an interview on NPR or a book review in the New York Times, you should be plugged into those outlets, knowing the kinds of authors and subjects they cover. While it’s always difficult to attract national media attention, if you can convince your publicist that your book should make the cut—e.g., based on the success of comparable titles, or news trends—you’re giving her the artillery she needs to make the case for you.

If national media isn’t available to you, it’s time to rewire. Coverage by a wide network of bloggers, a Facebook post by a celebrity author, or a viral op-ed in Huffington Post gives you a lot of exposure and often translates to sales. Website analytics yield more data than offline media. We can’t recommend enough that authors follow their traffic, experiment with posting online, and actively engage with reader communities to exploit the loudspeakers of social media.

For Bianca’s book launch, a series about a vintage-obsessed 12-year-old girl who’s carried away to different historical eras, we found immense support from YA and style bloggers, who hosted Bianca on a blog tour and posted images of her book on Instagram. When drumming up book reviews proved difficult, we placed larger profiles about Bianca in adult fashion outlets.

Read the full essay with Bianca Turetsky at PublishersWeekly.com 

Marketing begins with an immediately accessible concept. As more books go digital and jacket art becomes a less important draw to readers, your title becomes your best (or worst) marketer. Look at the New York Times Bestsellers list each week: you’ll see common words repeating almost formulaically by category. How can one tap this formula? Simply by paying careful attention, even just looking at your own bookshelf or Kindle queue. Here are some of the top-selling titles we found to guide you in the right direction. Some might surprise you!

1. Guide to, Ways to, How to: 1,638,764 / 194,230/ 584,472

Practical titles caught us as the most prevalent: promising to fulfill something you need. But you don’t necessarily need to have written a self-help book to use these phrases.  Toby Young’s memoir How to Lose Friends and Alienate People, a spin-off of the famous prescriptive business title: How to Win Friends and Influence People picks up on these buzzwords. Even fiction authors can take advantage: think of Melissa Bank’s breakout book, The Girls Guide to Hunting and Fishing.

Get creative with nonfiction help titles too by remixing classics like “What to Do When…” (119,112 in Search Results on Amazon) or calls to action, like: “How to Start…” (107,615 in Search). Readers browsing for particular information, whether for personal or professional interest, will respond to both the authority of a “How to” title and the originality of your spin on it.

2. Lives/Life: 1,665,413/1,665,455

The Storied Life of A.J. Fikry: A Novel, Life Beyond Words, My Horizontal Life, The Secret Life of Violet Grant… We were surprised by the number of books on bestseller lists containing these words. Three possible reasons: the word “life” implicitly suggests an arc, or progression, or wholeness to a story; it caters to voyeurism, an intimate look at someone else’s life; and finally, it brings a kind of drama through that voyeuristic lens. Many readers appear to respond to a title that feels both honest and sensational.

3. Children: 1,649,100

Everyone love talking about kids: Their kids, other kids, genius kids, and “those darn kids!” So it’s no surprise “children” is a popular search title. There are plenty of self-help books on how to raise a child (The Conscious Parent: Transforming Ourselves, Empowering Our Children). However, other popular fiction writers are also quick to play to our parenting sensibilities, like bestselling YA author Ransom Riggs’ novel Miss Peregrine’s Home For Peculiar Children, or Salman Rushdie’s Midnight’s Children.

4. House/Home: 1,124,405/481,749

A house: one of the most basic units of life. Houses and homes are close to our hearts as well as our wallets. A self-help or style book focused on the house or home would do well to include these keywords, but even fiction books like House of Leaves by  Mark Z. Danielewski and Summer House With Swimming Pool by Herman Koch can capitalize on the ubiquitous and comforting nature of these words.

5. Perfect: 1,057,687

Are we more perfectionist than ever? Apparently so! Popular book titles reveal a lot about human psychology. Using the word “perfect” seems to automatically guarantee a better shot at bestsellerdom, from the book-to-film, A Perfect Storm, to self-help (and in this case self-published) bestsellers, like Creating Your Perfect Lifestyle.

5. You/Your: 776,534  / 486,158

Frame the topic of your book around a well-placed “you” or “your” and you have immediately established a connection with potential readers. You can go the more traditional route: Seeing the Big Picture: Business Acumen to Build Your Credibility, Career, and Company, or… Welcome to Your Brain and Don’t Look Behind You are playful takes on this tactic.

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Marketing your book is almost as vital to your success as writing it. Unfortunately, adequate marketing practices often come at an unfriendly price if not backed by a publishing house with a big budget.  Luckily, an industrious few have begun to investigate new ways to spread the word about their work and reduce personal expenses.

PubSlush, a startup modeled after Kickstarter (but for books only), aims to help self-published authors achieve the financial resources to get their projects off the ground. (Another up-and-comer to watch is Publishizer.) Today, Pubslush’s Development Director, Justine Schofield, shares a few star examples of crowdfunding campaigns, with some takeaways for how other writers can use the model successfully.

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Trying to publicize a book, particularly by way of newspapers and magazines, can be so challenging for already published or just publishing titles that authors in this position are often turned down by publicity firms. Finding the right publicist has become a bit like finding an agent.

There is enormous value to be had in the months until publication, and when consulting with writers, this has become the starting point of any conversation. Carving out ample lead time to promote or think about promotion can make the difference between a book published proactively and a book published reactively. With 3-6 or even 8 months to plan what you want your publication to look like, the reading world is your oyster. You can begin to craft a marketing strategy including those blue sky ideas that, when you’re publicizing a book retroactively, will be near impossible to achieve. With 3-8 months ahead, you can do a lot by way of networking, social or otherwise, and have a much better shot at mainstream publicity.

But for lack of knowledge or budget, or for relying too heavily on their publishers, many authors find themselves in the retroactive position. Instead of tossing in the towel come what may, I think there are avenues to market or publicize your book in a way that builds an audience perhaps slowly, but also more meaningfully and permanently. Before you begin, it’s crucial to shift your objective from ‘buy my book!’ to ‘learn about my book and see if you like it.’ Don’t fall prey to algorithms and popularity contests. What good are those thousands of followers and friends, those form letters to no one in particular, if these are not people who would realistically enjoy your book?

Here are a few ways to use free social platforms available to everyone to genuinely connect with readers at an individual level:
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For authors promoting their books, there are so many methods of marketing online that one can often overlook the most essential platform second to your website: your Amazon book page. Much like your website, this is your showcase—but unlike your website, you’re not allowed the same freedom to design beyond Amazon’s basic infrastructure. So, if your page will appear at least superficially like everyone else’s, how will you hook a potential reader in those very first seconds he or she is scanning your page? How will you stand out? Here are our top 6 hints.

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It’s the best of times and the worst of times. A great time to be a thriller writer, and a not-so-hot time to be a literary novelist. At least that’s the conclusion one draws in reading this article on the 15 highest paid authors of 2012. Taking aside luck, timing, and arguably talent, why are these 15 authors as successful as they are? What, as an author or aspiring one, can be gleaned from this “data” to guide one’s work toward saleability?

The authors chosen for this list, not listed in order of wealth are:

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I recently wrote an article for Mary Cummings‘ blog on Digital Book World. Hopefully, it answers some of the questions I often hear from authors: Is NPR a possibility? What can I expect in terms of book reviews? Why again is Twitter important? Here is a teaser, and you can read the full article here.

Every book that you could at one point feel in your hands has today become something you can instantly access on your cell phone. For authors, publicists and publishers, this has meant that we’ve needed to re-think the traditional publicity tools—print reviews, radio, and television that once, in the gilded age of publishing, worked so well for hardcovers. More than ever, it may now be online marketing that makes the PR difference.

Permanency and Possibility in Online Outlets

The moment physical became virtual, publicity both expanded and became more limited. Expanded, because we’ve never known a time when so many online outlets have existed—not merely the digital counterparts of print magazines, but an infinite sea of online programs and blogs, each with their own set of followers. When a book is covered online, a title and link are given permanency. Readers have the opportunity to click directly to buy. When it is so easy to move from point of mention to point of sale, and when eBooks are priced affordably (under $5), the possibility of the impulse buy is all the more tenable. The chance any person of a younger generation will see an interesting author interview on television, remember the name of the author or book, remember to find it the next time he or she is by the internet or browsing in a book shop, and finally buy that new book in hardcover at a price point of $25.99…well, it’s a big leap of faith you’re taking on a consumer. The “un-immediacy” of how books are still presented today using these major outlets will be even more of a challenge for forthcoming, instantly gratify-able generations—if those outlets still exist.

When I learn about a book on Twitter, one 140-character tweet from someone who shares my interests can move me to action. Maybe I click on the link to that blog review. From there, a good review will seamlessly send me to an author’s website or Amazon page.

Online PR is Not Less Credible, and Possibly Even Profitable

For eBooks, and particularly those self-published, the reality is that NPR, Today, and People Magazine are not reasonable targets. Forgetting any argument of stigma, the lack of “physicality” becomes an issue for events; you simply don’t have something to hand sell. To further complicate matters, these longstanding book reviewers are often still of the hardcover “old school,” preferring to see physical review copies of books. This is the limiting side of publicity as it exists currently, not future. Fortunately, authors are understanding more and more that there are all kinds of ways to sell a book; a different kind of “hand selling” that may be less a blanket approach, and more about targeting individuals in reading communities like Goodreads, or promoting their own events via Togather, and gathering a fan base to help.

Happily, I’ve witnessed authors in successful campaigns, thrilled by the snowballing effect of online coverage—the kind that doesn’t start and end at publication, but which builds momentum and endures. In best case scenarios, great websites, blog reviews, and social media buzz are capturing the attention of NPR and newspaper reviewers, and a fortunate author can benefit from all means of exposure.

Read the full article