One Strategy for Authors Plugging Books Online

Information is passed around the Internet at such a fast pace, as an author, it's crazy not to be connected. But with so many places to choose, where do you start? FaceBook, LinkedIn, Twitter? Blogging?

If you're a nontechie or are new to this game, right now is a great time because books on social networking and plugging your book online are hot. Peruse the selections and take your pick. My two current favorites are Red Hot Internet Publicity by Penny Sansevieri and Social Media 101 by Chris Brogan. Together they deliver enough tips and suggestions to keep me going for a long time.

This is one of my favorites:

The What's In It for Me (WIIFM) factor

It always makes me feel a little creepy when an author says something like "Please support me, buy my book, tell your friends about it, and spread the word." Why should I?

Both Sanseveri and Brogan address how people surf the Net, what they're looking for, and why people will not only make time to read your blog or newsletter, they'll pass it along or post it on social networks. Sansevieri says people scan and search for the most relevant information, with one burning question: "What's in it for me?" Whether learning a new skill, discovering a distant land, or gathering information for a project, Brogan says to consider the recipient of your message before you start sharing tidbits about your Xbox, cats or exercise routines that you think are so interesting on your food or travel blog.

"I'm glad you're proud [of running a marathon or meeting a celebrity] but is that really what you want to tell me?" asks Brogan. Be concise; get to the point. If I'm a customer, user, reader, you know what I'm thinking, right? How will this benefit me or enlighten my life? This means rethinking details that you think readers care about. Readers are liklely to leave and not return if you don't deliver usable information. Brogan gives an example of an ice cream truck that says "In business for 35 years," on the side, then Brogan asks: "Is it fresh? How does it taste? And, is it fun?" (Check out sales ads to see which ones address consumer benefits and which ones miss the boat entirely.) Focus on delivering benefits and you'll have readers who pass your blog post or newsletter on to friends and relatives.

Niche Marketing

Any book can be defined by it's niche or specific area of focus. Keep your focus in mind. "People don't buy books, they buy benefits," Sanseveri says.

For example, say you've got a great coffee table travel book with fabulous photos like this one about sailing in search of Southeast Alaska. A marketing message might say, "The pictures are so vivid and the stories so captivating, it's almost like you're there with the author." Or take this beautiful book on Treadwell, Alaska--the town that was built for gold and disappeared because of it--here the descriptions are so vivid, you learn how hardrock gold is mined and the details of a thriving company town that disappeared long ago.

Sanseveri's and Brogan's book are packed with tips, tricks, Websites and online communities. If you've already got a plateful of books to peruse right now, why not take in a social media workshop like this one at a local library just north of Seattle this Saturday.

Book Selling--5 Essential Tips

Thanks to this writers' group (which by the way is a great group), authors were invited to sell their books at at the Island County Christmas Fair on Whidbey Island this month, so that's what I did. Selling at these events can bring in more money than royalties, but only if you watch the bottom line.

Since my own experience was a learning curve on what not to do when selling books at events, here are five helpful tips from the wisdom of my rearview mirror:

• First, determine the distance and cost for driving to and from the event. If you take a ferry, factor in that cost too, before deciding whether or not to participate. Knowing this cost can help you determine how much to ask for your books. (I always want to give people a deal, and if you're in this boat, beware of costs you might miss.)

• Second calculate your gross sales for all the books you take. Deduct 15% or 30% from this number (or the percentage the event sponsers take from your sales); add the cost of your inventory, plus mileage costs and then decide if you still want to participate.

• Third (and this is the most important) write down the number of books for sale on a receipt. Take two copies of the receipt to the event; get them both signed. Keep one copy and clearly mark every book for for sale in a unique way. If possible, count the books carefully in front of the person who will sell them, and be sure to ask when you'll be paid for the books sold. Leave your name (clearly printed) and address for the check. Specify that you want the number of books that were sold, listed. It's interesting how long it can take to get a check for books sold. And it's not fun when a smaller check arrives without a number of book totals for sales. It's much better to hash out these business details before selling books.

• Fourth--inquire when you can expect payment. Also, ask what to do if your sales number doesn't match the event managers' accounting. (No one wants to go count receipts after an event is over.) It's up to the author to remember that book selling is a business; the state and Feds want to know how many books you sell.

• Fifth--pick up your books at the time specified; make sure you have all of your inventory, and get a signature on the number of books you pick up. Make sure this is the only inventory left and other books will be accounted for in sales.

Promising events can go south when you don't plan adequately. Checks received may be less than expected, no book totals are listed, or missing inventory turns up in other peoples' hands, and suddenly it's inconvenient for a recount. Line up all your ducks beforehand and you'll have less surprises.

The bottom line is this: If you don't treat your book like a business, no one else will either.

Andy Warhol Marketing and Networking

I take this sign to book events and when I go home, I leave postcards for my book. See them in the little slot? The postcard has my book cover on the front and a recipe on the back. The most recent is a Kale, Apple, Cranberry and Avocado Salad. Revised from my blog, the idea is to keep it for easy reference, collect them all, and remember my book. These postcards are my current version of Andy Warhol marketing.

Years ago I was inspired by Barbara Winter who was the first and only person I know to talk about Andy Warhol marketing. The essence is simple--"be ubiquitous."

Andy Warhol was the definition of pop art in the 70s--Campbell's soup cans, Marilyn Monroe and James Dean. Warhol's face was on magazines and newspapers everywhere, and even today his face is on IPods, t-shirts, beach towels. Now twenty three years after his death the New York Times still says, "He's everywhere, like an aesthetic vampire haunting the culture, taunting the art world, making cash registers sing."

I can't help but think that Warhol would have loved the networking/marketing world today. Internet possibilities of reaching millions more people are endless. I love the idea of expanding my circles of friends, connections and interests and writing about it, whether it be for Foodista, Culinate, Cookstr, FaceBook Scribd, or Linked-in. But sometimes I long for more traditional ways of networking and marketing, that face-to-face contact we all seem to crave.

Grassroots marketing involves doing events and classes can also imply networking on a more personal level. I am a fan of writers' conferences like this one and this one. Or as a chef, I might want to find fellow writers in the ICAP (International Association of Culinary Professionals). But sometimes there are mixers like this one, open to anyone interested in food, you never know who will be there.

My idea is you should go to any event with high expectations (keep your goals in mind). Here are a five things to ask yourself these five things before you network:

• What are my goals?
• Who do I hope to meet? Why?
• Will I connect with other people who can help me meet my goals?
• How will this help my book sales or build my platform?
• What are my limitations? Do crowds, dressing up and putting on attitude, or noisy backgrounds annoy me too much?
• What takeaway will tell me this is worth a repeat?

Think social networking on the Internet has to be more effective? Maybe you should ask yourself these same questions when faced with an Internet site.

While both approaches may work, I think Warhol would have chosen making Internet connections. Just a guess; what do you think?

Meet Your Publishers; Connect with Other Authors; Sell to Libraries

Meet your publishers before you sign your name on the book contract.

That said: Even though my book was released last May, I just met with my publishers for the very first time in October. And once I did, I discovered why it's crucial to meet publishers in the beginning of a project. You gain an understanding about office relationships and you'll notice many things that you can't ever realize from phone conversations and emails.

Why didn't I consider this in the beginning? Because I'm often impulsive and I always see the picture more clearly in my rearview mirror. Those ah ha moments--they grab you and a lightbulb illuminates what wasn't obvious before. I didn't realize at the time I signed the contract that for better or worse the publisher-author relationship is like a marriage. Like a child, the book forever links you together, and if you want to make sales and get your platform out there, you have to find a way to make the relationship work. So take your time, find the right publisher, meet them first before you take that big step with your baby.

Why wait this long to actually meet the publisher? For one thing, Timber Press got my book from a publicity agent. No one ever said, "Come down to our offices, lets's meet." The proposed book was supposed to be an easy revision, just a few incissions and additions here and there. But the project morphed into a complete facelift and ended up with me missing 4 deadlines. Much of the original text required significant revisions, and by then my conversations with the publisher were only by phone or email. Also no one at Timber Press ever asked me to stop and meet everyone at the office, not until recently. When you think about it, it's like getting married to someone on the Internet; you'll never know all the details until you acutally meet.

From all those emails and phone conversations, I'd formed opinons of people and even pictures of them way before the meeting. Once I met them I realized I never could have known about the nuances of relationships and how the company operated. If I had more than rearview mirror wisdom, I might have done things differently in the beginning of my book project.

When my publicist asked me to stop by for lunch in October, we were joined by my acquiring editor an another author. Luckily the day was sunny and warm for this casual lunch get together, but the meeting wasn't what I'd hoped for. I'd been counting on picking up great marketing tips from my publicist and getting excited about marketing for my so called "book tour." But lunch was all lite jokes and small talk, and after I left, I realized that what my writing mentor and friend Roberta Cruger said was true--book publishers today are little more than distributors. They get your book out there, but if you want to rack up sales, it's up to the author.

One thing I discovered at this meeting was Steve Sando of Rancho Gordo had also submitted a manuscript to Timber Press. The aquiring editor and publicist spoke as if the Rancho Gordo book would be out next spring. I didn't catch much more than a menion of the book but I was intrigued and impressed. I love Rancho Gordo beans. Timber Press really was branching into foods, I thought. This was one book I'd definitely want to read.
Connect with other authors. I never thought about connecting with other Timber Press authors, it just happened, quite by accident. First, I was shocked when Anthony Boutard of Ayers Creek Farm said he had just submitted his manuscript for a book about corn. I was immediately intrigued because Anthony and Carol Boutard grow corn for polenta and corn for popping and because I know any book by Anthony Boutard has got thorough and it's bound to be good. So when Anthony and Carol mentioned the book, we shared experiences, discussed opinions and details about our writing and submissions as well as the ups and downs of working with editors.

Then a few weeks later, when I stopped at the Rancho Gordo booth at the San Francisco Ferry Plaza farmers' market, I hoped to connect with Steve Sando, but he wasn't at the market that day. So I left my card. Later I blogged about the encounter. I didn't think anything more about it and was so surprised and delighted when Steve contacted me and told me about his book project and how it was for him working with Timber Press. This kind of information between authors is valuable and is so much more useful when trying to decide which publisher to submit your manuscrip to than discussing details after publication. Not that I have any regrets except that I was impulsive and I assumed it would be an easy submission when I signed the contract.

I loved hearing about Anthony's project and I'm very intrigued about what the Rancho Gordo book will be like. I'll definitely buy both books next spring. But that's all fun and excitement, the big learning curve here was contacting other authors.

If you haven't got a book contract yet, contact other authors and for better or worse, get a bigger picture of the publishing company. And don't just go with recommendations from your publisher. Seek out authors and find out what their experience was like, it can only enhance your book publishing experience, should you decide to go the traditional publishing route.

Sell to Libraries

According to the American Library Association libraries buy more than 1.8 billion books annually, and in this economic downturn, many more people are turning to libraries for books and entertainment. Even though events tend to be free, libraries often pay for speakers to address timely topics, so it's a good idea even if you have to donate your book to a library to get their attention.

I decided to contact the library near my home and the librarians I initially spoke to were uncertain about how to get my book into the library system. Eventually I connected with the right person and the library had purchased 9 copies of my book for the Sno-Isle library system. I was also shocked that the cover displayed at the library was not the one that is really on my book, but I can't complain about details now because I'm a scheduled speaker in March for their spring line up.

Speaking of libraries, I'll be at the Port Townsend Library tomorrow for their 4th annual dessert auction. This library selects a cookbook to feature at this event and I was honored this year when they chose my book. I'll be making a Cranberry-Raspberry Slump, then I'll be signing and selling copies of my book. Check out the recipe on Food Connections; I hope to see you there.

Advice from Agents

I'm planning on interviewing a friend who has an agent and is looking for a publisher. She's bound to get one because her book is timely, and it's a memoir. I had my questions for her mapped out and suddenly I thought why not look through old issues of The Writer, for better questions. So I scanned issues for interviews.

But I continually got distracted. A good article here and there and then I stumbled across one titled: "Timely Advice from Agents" in an issue from 2009. It's about grabbing an agent's attention and every agent mentioned the crappy economy. Is it a little off track from book marketing? You be the judge; check out these five tips about selling your book in a down economy:

1. Develop durability, market sense. "Have a solid platform, marketing savvy and basic durability," says Rita Rosenkranz of the Rita Rosenkranz Literary Agency in New York. Her best advice is to stay in touch with your audience. Connect with them in a consistent way. (Possibly giving things away as in number 3.)

2. Now is the time to be writing. "It's harder to sell a book to a publisher," says Peter Rubie the CEO of FinePrint Literary Management in New York City. (Got to love this kind of optimism.) "Authors have to go that extra mile in polishing their manuscripts and coming up with a truly compelling idea or concept as well as establishing strong platforms." His best recession advice is it's better to be writing the book rather than trying to sell it in this economy. (I'll second that. Selling a book takes persistence and consistent marketing.)

3. Build a Web following. "Give your work away for free. Use every chance that comes your way to expand your audience," says Ellen Geiger, a senior agent with the Frances Golden Literary Agency in New York. (Not sure what you live on while giving it all away--maybe just put in lots of extra hours. She should have added: skip the sleep, it's highly overrated these days.) Her best advice is to live modestly even if you received a big book advance. These are uncertain times for writers.

4. Develop your own brand. "Writers need to develop their own brands rather than identifying too closely with a particular publisher or medium," says Robin Mizel, a literary agent in the Midwest. Relying too much on one medium or one form of publicity to generate income is too risky at a time when publishing companies are downsizing and losing jobs. Do consider posting a video for your book on YouTube and proposing a column for a magazine or newspaper.

Her most encouraging words were "It's a great time for writers who are willing to take risks and try new things." (I was just wondering who would loan me a kitchen to make a video.)

5. Platform is crucial. "Platform is more important than ever, especially for nonfiction writers," says Janet Rosen an agent for Sheree Bykofsky Associates in New Yourd City. Her best advice is timeless: "Write well, meet deadlines, give people something they really need and want to read." Give the reader a reason to care deeply about your book. Take time, build community, and deliver the book your readers have been waiting for. (More giveaways--it's that economy story again.)

Maybe I didn't pick up more ideas for questions for my friend's upcoming interview, but it's an eye opener when they can't get any more depressing about writing a book today. Every agent mentioned giving things away in various way for marketing. Who's on board to write that book now? Only the truly passionate writers as it has been in all times. It adds up to working more for less and budgeting wisely when marketing a book for most writers.

News Updates; Cooking Demos; and Meet and Greets

I've been in Oregon and then working on my other blog, an article about the cuisine of Argentina for Vegetarian Journal, and a column about making soup. Then there are the two interviews I need to organize, one for a blog post and another for an article.

A writer often has to choose whether to write paid-for articles or do a live marketing event which brings in money, but not much and not right now. In other words, it doesn't pay for the tomatoes. That's one reason writing a column is a great idea for authors. I wrote about that in my last post.

Last week, I drove to Portland, had lunch with my publishers, and did a cooking demo at Portland farmers' market. It amazes me how different each cooking demo is and a chef/author really has to weigh the pros and cons before doing one, especially in areas that don't have established kitchens like farmers' markets. One of the downsides is you must always bring some kind of cooking equipment, and unless you're skilled at doing this on a regular basis, you could miss something really important.

Cooking Demo Book Tours

Checking out the venue site ahead of time and meeting the demo coordinator is always a good plan, but sometimes that isn't possible. And othertimes it seems that no matter how much you prepare, there's always something that comes up and bites you. At the Portland farmers' market, I realized I should have brought my own disposable gloves and I should have asked about clean-up. But I did bring my own towels, and these were in such short supply my assistant asked if I brought any.

Another thing I didn't think to ask about was clean-up. Where to do it at the Portland market was a puzzle. Just a bucket below the hand washing station. When I began rinsing the dishes, food fell into this bucket and I wondered where the water was dumped afterwards. I finallyt gave up, took most of my dishes home without washing them. (Drove them home to Washington after they sat in my car for a day and developed an unappetizing crust. Washing crusty dishes is exactly the thing you don't want to do after driving so 200 plus miles for an event.)

The growing list of "should-have-brought" "should have asked" inspired me to write a few helpful lists for chef/authors on book tours doing farmers' markets and other events.

6 questions to ask before a cooking event

1. Are there burners available? How many? What kind?

2. Is there an electrical outlet for a food processor or blender?

3. What kind of equipment is available? Pots, pans etc.

4. Will I have an assistant? What will the assistant do? Prep? Clean-up?

5. Do you provide individual serving dishes? Napkins? Paper towels?

6. Where can I wash my dishes?

10 essential items for any cooking demo

1. disposable gloves

2. cloth/paper towels

2. knives

3. cutting board

4. pot scrubber

5. measuring spoons/cups

6. spoon for stirring

7. spatula/tongs

8. peeler/microplane zester

9. strainer

10. Serving dishes

Also it's good to ask about health code requirements, and when in doubt, pick easy dishes, so if things go wrong, they won't go horribly wrong.

Meet and Greets

Unlike cooking demos and author readings, the "Meet and Greet" is an easy fun event where you contact a store, pick a date and set up a table with your books. It's an easy fun event where you greet customers, tell stories about your book and sign copies for the folks to come out to see you. You meet lots of interesting people and it can be great fun.

One of my best "Meet and Greets" was at Edmonds Bookshop where owneer Mary Kay Sneeringer made carrot hummus from my book and so many friends and people, some I hadn't seen in years, stopped by. I also brought some biscotti to share, also made from one of the recipes in my book.

I had a great "Meet and Greet" event at GrassRoots bookstore in Corvallis, where I met people who had enjoyed local CSAs from one of the farms profiled in my book and others who were interested in hearing more farm stories.

I love the "Meet and Greet" events on busy afternoons. And if you are uncertain how many people may show up for an author reading, why not propose a "Meet and Greet" event? One thing that my friend Kathy Gehrt is really good at is the "Meet and Greets." She places a bowl of lavender-spiked chocolate on her table to compliment her book Discover Cooking with Lavender. Chocolate always lures people over to your table. Sweets or cards with tip sheets are fun giveaways for meet and greets. Or, for special occasions, offer a drawing for a book giveaway.

I'm gearing up for the holidays next. . . .

Look Around; Write a Column; Promote Your Platform

I perused my email this morning and I noticed an invitation for a seminar presented by Kevin Smokler CEO of BookTour.com. I decided to look for Kevin on FaceBook and immediately sent a friend request after I read his great book marketing blog.

I got caught up reading his compelling marketing advice and I even checked his guest blogs on other blogs like this one where I was struck by this sentence:

"That authors must promote, often on their own, is now an accepted reality."

I sighed. I finally get how much publishers don't do. Previously I was seriously delusional thinking not me, my publisher is different. I wish I'd started with a stronger independent marketing plan, but drawing up plans are is not my strong suit. Authors be warned: be careful what you optimistically read into emails etc, then if you realize you perhaps expected too much from your publisher, get over and get on with fitting marketing into your life. If you have to mail your own books for reviews, do it.

And check out Kevin's blog --of course he's promoting his own businesses BookTour.com and PressFinder but maybe that will also interest you as a promotional vehicle for your book.

Also, if you're wondering what else to do right now, look around, and check out magazines and newsletters that pertain to your book. Maybe you can dream up a column that would be perfect for the publication. Check out specialty organizations, garden clubs, book stores--any place that might support a regular colum. A column can help satisfy your passion for writing and promote your book at the same time. Consider a column free advertising for your book and instead of paying for the ad, you get paid. It doesn't get much better than that.

One day as I was looking through my book to see what articles I could spin off, I realized I had a number of ideas that would make a fun monthly column. I called my column Take 5 because the information could easily be broken up into topics and the article wouldn't take that long to write. I proposed my column to Marlene's Market and Deli's Sound Outlook editor Lori Lively.

I mentioned this new column in an earlier blog post, but it wasn't until my friend Kathy Gehrt pointed out it was great advertising every month, that I realized what a great idea writing a column is for an author. Molly Wizenberg, author and blogger of Orangette fame has a column in Bon Appetit; Mathew Amster-Burton, author and Roots and Grubs blogger writes a column for Culinate; and Amy Pennington, author and gardener writes a column for Edible Seattle.

So consider promoting your platform and your book promotion will follow. Build your name recognition like a house, brick by brick, and any place you get your book mentioned every month is certainly worth considering.