AuthorHouse Blog

Plenty, If You Want to Sell Any Books.
Would you have been enthralled with George Orwell’s classic work had it been titled 1961? Or would John F. Kennedy have won the Pulitzer Prize had he titled his book Examples of Brave Guys? Would you have rushed to Wal-Mart at midnight to buy J.K. Rowling’s latest work had it been called Kid Wizard?

Of course not. Instead we have 1984, Profiles in Courage and Harry Potter. Each title tells a story in a powerful and insightful way. You have the same opportunity Kennedy, Orwell and Rowling had – so take some time and seize this all-important opportunity.

While you may have had a title in mind since you started writing the manuscript, all authors should remember that their book is a living, breathing being which can and will evolve – just like a person. And its name should be appropriate – when it reaches adulthood. If you don’t believe me, next time you walk by a construction site, I dare you to call the biggest, burliest guy with a hardhat by his childhood nickname. I’m sure “Little Freddie” probably will not be amused. And he just might voice his displeasure in an inappropriate manner.

In looking through the more than 27,000 titles with the AuthorHouse imprint, I can almost hear some of them expressing their displeasure (just like Little Freddie) because an author either didn’t spend enough time considering the title or was dead-set on using a particular one – even though it has nothing to do with what the book evolved and grew into.

A perfect example of this came several months ago; we had a book which carried a title containing a sexually offensive phrase. The book contained absolutely no racy scenes, whatsoever. As a matter of fact, it is a business book. Was the author trying to be coy? Was he trying to be clever? Was there some hidden meaning we all weren’t getting? No to all three.
After bringing it to the author’s attention, I learned that he simply had “not thought that far ahead.”He told me that he had heard the phrase before, but it just didn’t occur to him that people might be offended if he used it in his title. Fortunately, we were able to change the cover before the book went to press, thus saving everyone a lot of embarrassment. But that’s an extreme example.

What you’re more likely to encounter as a self-published author is a lack of sales because of an improperly or poorly titled book. Think about it: When you go into a Barnes and Noble or Books-A-Million, how long do you spend looking at each title you’re interested in? I’ll bet it’s less than a minute or so. While shopping on Amazon.com, will you click on the “buy” button if the title doesn’t catch your eye? I’d be willing to wager that the answer is no.

Your book is in competition with literally millions of other books, and you have to do something to set it apart. (Just think about this – 180,000 new titles entered the market in 2003, alone.) Here are a few hints to help you appropriately title what could be the next best seller:
When you begin writing, do just that. Start writing. Don’t put a title page on the manuscript until you are completely finished. This breaks the invisible bond that can “chain” an author to a particular title.

As you’re writing, make occasional notes when there is a really cool quote, character or scene in the book. The title In God We Trust – All Others Pay Cash was taken from a scene inside a tavern about three-quarters of the way through the book. It’s only mentioned once, but its use literally ties everything in the entire book together. Jean Shepherd could have called his book any one of a hundred titles, but he chose In God We Trust – All Others Pay Cash. It really works.

Once the book is finished, let it alone for a couple of days. Then go over your notes and start brainstorming titles. Relax, take a deep breath and just jot down several titles. When performing this exercise, don’t crumple up any paper or trash anything. Write it all down and save it. You can always weed out the crazy titles later. But what could evolve into the perfect diamond could be in your waste basket if you’re not careful.

Find a couple of friends or brutally honest family members. Let them see the manuscript and ask them what they would title the work.

Now comes the hard part (mostly because it can be discouraging). Get on Amazon.com and start typing in your ideas. Or, perform a Google search on your proposed titles. If your query yields many results, the title is probably not for you. In short, it means your book will get lost among the hundreds of others out there with the same title. And, before you even suggest it, it’s not a good idea to try to trick the buying public into thinking you wrote one of the Dummies books. (Plus, there could be trademark issues at play.)

So, now that you’ve brainstormed and mulled and taken input from everyone imaginable – and thrown out the ones in the “I wish I’d have thought of that first” category, you’re ready to title your book.

Let it sit for a day, again.

Now, you’re ready to title your book.

Several author friends of mine have compared the process of writing and publishing their books to that of giving birth to a baby. While this analogy might be right on the mark, I want you to think about this question (especially those of you who are parents): Would it be fair to come up with a name for your child in three minutes? I didn’t think so. Nor would it be fair to your weeks, months and sometimes years of hard work to shortchange the process by slapping any old title on it.

You have to love the Federal government.

Thanks to a new ruling by the Federal Communications Commission in mid-2003, there are now some very specific rules in place regarding the promotion of your book using a fax machine.

According to the new rule, it is illegal to use your fax machine to “advertise” a product, good or service unless you have prior written permission of the person receiving the fax. In other words, you have to be extremely careful to ensure that your press release is a press release and doesn’t actually advocate the purchase of your book.

Here are a few guidelines:

DO

• Advocate the magnificence of your book by using words and phrases like: insightful, interesting, well-written, lively, etc.
• Give contact information so media members may receive review copies.
• Give a brief synopsis of your book without giving up too many of the details – make them want to ask for a copy.
  

DON’T

• Give ordering and purchasing information, such as the price, where it is available and how to order.
• Insert a copy of the cover image. (Not only is this advertising, but the person receiving it will likely be none-too-thrilled that you tied up their fax machine for 10 minutes transmitting a high-resolution picture.)
• Send your press release to book sellers. Since they are not members of the media, this could be construed as advertising. If you want them to have the release, mail it.

Also, if you have an AuthorHouse press release and you decide to fax additional copies on your own, please remove all of our contact information from the top and place your own in its place.

The reason for this change is that some people have requested that we not send them materials via fax. Since you do not have access to the sophisticated filters we use to screen these numbers, you might inadvertently send them a press release (and it would appear as if it had come from AuthorHouse).

But, regardless of how you distribute your press release, remember that follow-up is the key. In a recent survey the number of authors who said they received little or no media attention as a result of their press release was nearly the exact number of authors who said they did little or no follow-up with the media.

One of the biggest mistakes that anyone seeking media attention can make – whether they are authors, politicians or just John Q. Public – is lack of follow-up on a press release.

Editors at newspapers, magazines, and radio and television stations receive literally hundreds of faxes and e-mails every day. While a press release about your book may be enthralling, you need to go the next step to ensure that it gets noticed – and to greatly increase your chances of gaining access to the rather exclusive media club.

The key which will open the media door to you is, very simply, follow-up. Last year, we performed a survey of all of our authors who had utilized our press release services. One of the questions was whether the author had received any media attention as a result of the press releases we sent on his or her behalf.

The number of people who told us they received little or no media attention matched nearly exactly to the number of people who also told us they did not follow-up on their press releases.

Conversely, the number of people who said they found great media success also matched nearly exactly with the number of people who said they aggressively called the media to discuss their press release.

Now that you realize how vital follow-up on your press release is, let’s take a moment and discuss the “how” and “why” of following up on your press release.

First and foremost, do not (as in never, ever, ever) call a news person and ask, “Did you receive my press release?”

As an editor and publisher for nearly 20 years, I can tell you the answer you get will be short, not-so-sweet, and abrupt: “No.” Then there will be a click and you’ll be done.

Instead, introduce yourself and tell the editor or reporter that you sent a press release. “This is Joe Smith, author of Flowers of Iowa. I recently sent you a press release about my book and was calling to let you know how you may receive a complimentary review copy. I also wanted to inform you that I am available for interviews and comments on the book, should you decide to do a story or review.”

Then, give the editor or reporter the information on how to get a review copy of your book, and try to set up some kind of an interview or review.

More Words of Advice:

• Beware of deadlines. Do not call a daily newspaper before noon. If it’s an afternoon paper, they’re probably on deadline until then. If it’s a morning paper, no one you need to talk to is in the office until the afternoon. There are very few things that annoy an editor more than being bothered on deadline.
• Practice, practice, practice. Jot down a script that works for you, then practice it so it doesn’t sound like you’re reading it. Practice with your significant other. Or, practice in front of a mirror. Practice with the family dog if you have to … but no matter with whom you practice, the key is that you practice. You have to be ready for whatever the reporter or editor throws your way.
• Don’t take “No” for an answer. If you reach the attack secretary at the front office, be persistent, yet pleasant. Do not demand to speak to someone; rather, find out who it is at the media outlet that you need to speak to and ask for them by name.
• If your contact is busy, leave a voice mail. Then call again later. And call yet again if you have must. But three calls is the limit. Put the ball in their court and see if they throw it back at you. More than three calls is just annoying and you’ll never get a call back.
  
  Keep a log of everyone you call – it can come in handy later.
• Most of all, remain upbeat and positive. You will probably get several rejections for every positive. But, remember, it only takes one good news notice to start the media snowball rolling. A perfect example of this is AuthorHouse author Joan Ifland (Sugars and Flours). She managed to parlay a single notice in the news into major national media attention and a ton of book sales.

Standing in line at the grocery store? Paying your utility bill? Having dinner at the local diner? Getting together for bridge and coffee with friends? All of these situations are perfect opportunities to promote your book. Granted, there is a fine line between promoting and being a royal pain, but authors should not be shy about getting a word or two in about their book.

Scenario 1: You’re standing in line at the grocery and you have written a cookbook. The person in front of you has red bell peppers and cilantro in their cart. You both smile politely at each other – as we all do in the line at the grocery. “You know, I have the best recipe for stuffed peppers in my new cookbook,” you say. “If you like cilantro, you’ll also really like the recipe I have for stuffed pork chops.” Hand the person a business card, postcard, bookmark or other promotional piece that has ordering information about your book. Chances are, the clerk will overhear you and will also want information about your book. That’s two possible sales, simply by not wasting the time you’re waiting in line to pay for your ice cream and onions.

Scenario 2: Paying your utility bill. Although the Internet has made online bill paying easy and safe, most folks still prefer to pay their bills the old-fashioned way – with either check or cash. Stick a bookmark or postcard in the envelope with your check. That envelope will pass through at least 10 different sets of hands before it gets filed and/or tossed. That’s at least 10 additional sets of eyes that will see your marketing materials – for FREE. It won’t increase the cost of mailing your payments. It won’t cause the power company to shut off your electricity. And, you just might sell some extra books. Besides, aren’t the utilities the ones who are constantly stuffing their envelopes with advertisements? Turnabout is fair play.

On a similar subject, depending on how much money you want to spend, most companies that send out mass mailings will allow you – for a fee – to put your advertising piece in their envelopes. The power, telephone or gas company’s marketing and/or advertising departments can give your prices. Just imagine, everyone who cooks with gas, has electricity and talks on the telephone seeing your advertising materials. Be warned, however, this can get expensive.

Scenario 3: Having dinner. You just enjoyed a lovely dinner at the local diner. Leave your bookmark with the tip. Or, put a couple on top of the napkin dispenser. Most of the time, the busboy will clean up the table, take the tip and leave the advertising piece. The next folks who come along will undoubtedly read what’s put in front of them. Also, leave a couple postcards at the register or at the payphone in the lobby. Even consider leaving a piece or two in the restroom.

Scenario 4: Getting together for bridge with friends. Use a copy of your book as a prize for the winners. It will cost you very little, and before long, everyone in the party will want one. Leave a copy of your book on the table, on the kitchen sink, on the bridge table. When someone picks it up, don’t be bashful. Get excited and tell them all about your book.

Remember, don’t be shy about promoting your book. And, most of all, think outside the box. Every place you can go and everything you do is a potential marketing opportunity.

You’ve probably never talked to the media before – or if you have, it’s been on a very limited basis. Understandably, you’re nervous, anxious and quite frankly, just plain scared. News folks can be intimidating. Plus, the number one fear listed by people polled about their phobias was the fear of speaking in public.

But there are a few pointers that can help you overcome some of these fears.

First, and foremost, take a deep breath and relax. The interviewer is absolutely, positively, no different than you or I. They are just people who put their pants on one leg at a time and work for a living.

Second, remember that you’re talking about something you love – your book. Get excited about it. While you may be nervous at the start of the interview, your enthusiasm will show through and overshadow your case of the nerves.

Third, practice, practice, practice. Have your spouse, significant other or friend quiz you about your book and your life. Set up a mirror across from where you are sitting. Or better yet, video tape the interview. Rewind the tape and look for certain “signs” of being nervous. For example, one of the best public speakers I know used to have the bad habit of putting his hands in his pockets and playing with his keys. He didn’t even know he was doing this until it was pointed out to him. So, today, he leaves his keys and everything else out of his pockets and carries a pen in his hand instead.

Fourth, relax. Again, take a deep breath. You are not going to be taken out and shot if the interview does not go well. No one knows more about your book than you do. Besides, the interviewer probably went to journalism school so he or she could avoid math classes in college.

Fifth, for radio and television interviews, dress nicely and look the interviewer in the eye. Even though your voice and/or image may be broadcast to literally hundreds of thousands of people, you’re only talking to one guy. Remember that – always. You’re just having a chat with one single person. Look him or her in the eye and be animated. Go ahead and gesture with your hands. Once again, get excited. If you’re not excited about your book, how is anyone else supposed to be?

Sixth, don’t say anything you wouldn’t want your mother to read on the front page of her newspaper. After spending more than two decades in the news business, I can assure you there is absolutely, positively, no such thing as “off the record.” If you say it, plan for it to be in print or on the air.

Seventh, learn from past experience. If you had an interview that went well, ask yourself, “Why did it go well?” and “What did I do right?” The opposite applies for one that didn’t go over quite as you would have liked. In no time, you will be able to handle the media like a pro.

Lastly, take a breath and relax. With a little bit of practice and little bit of luck, you’ll do just fine. And, remember President Harry Truman’s advice for dealing with the media – “Look ‘em in the eye and tell ‘em the truth.”