Recently, a friend asked if I had any foolproof strategies for marketing ebooks. My first response was less than quotable: “Um, no. I just try everything.”
But, as I looked back at the past year and dug a little deeper into the various marketing strategies I used, I realized that I did, in fact, discover some things that worked better than others. And the best part? They were easy and free! Here they are, in case you want to try them yourself:
- PUBLISH MULTIPLE BOOKS. It’s very clear that ebook sales for my first two novels, SLEEPING TIGERS and THE WISHING HILL, jumped when I published my third book, BEACH PLUM ISLAND, clear evidence that you can ramp up your audience reach as you put more books on your virtual shelf.
- THINK BIGGER THAN YOUR OWN WEB SITE. Yes, it’s helpful for a writer to have a web site, to blog, to be on Twitter, to do meet-and-greets in bookstores, book signings, etc. But I see the most sales in ebooks when I write something that is then picked up by a popular online site like The Huffington Post. It’s also important for authors to write guest posts for sites that draw a big audience of ebook readers, like IndieReader, Venture Galleries, and Shelf Pleasure. If you do a lot on Twitter and blog regularly, consider joining a Triberr group, which is essentially a gathering place for bloggers interested in reading and disseminating each other’s work.
- TRY BLOGTALK RADIO. Authors should definitely consider blogtalk radio shows. A lot of blogtalk radio shows have solid followings, and people who follow them download the podcasts and listen to them on the computer or while they’re at the gym, using their iPhones or whatever. Listeners can immediately click on a link to buy your ebook if they like the show. e.
- TARGET SPECIFIC MARKETS. In addition to targeting popular book-related web sites, it helps ebook sales to reach out to specific target audiences who would be particularly interested in the themes in your books. For instance, BEACH PLUM ISLAND revolves around half sisters and a second marriage, so I made myself accessible to stepmothers by writing guest posts for web sites like The Evil Stepmother Speaks and StepParenting with Grace. When my next novel, HAVEN LAKE, is published, I’ll contact web sites targeted at veterans, PTSD survivors, etc., because that’s a theme that runs through the novel. I’ll also do the same with web sites that draw knitters and people raising sheep, because guess what? Fiber arts and sheep farming are also featured in the novel!
- KEEP ROLLING AND BUILDING A BIGGER SNOWBALL. Finally—and this is probably the most essential strategy—authors should realize that the days of a single book launch event (or even a week of launch events) are over. With social media, you can use a snowball marketing approach. Keep rolling out your words and ideas, and the readers will come!
Like most parents with juniors and seniors in high school, I’ve spent some of my summer touring colleges. This was my fifth time around, so I thought it was time to pass on what I’ve learned.
Does It Really Matter Where Your Child Goes to College?
In our experience, not so much. We had three children graduate from private schools—one Ivy, two middle-reach schools—and one from a large State university. All four of our graduates landed jobs and are supporting themselves. Three are working in their chosen fields.
Without exception, our children were hired not because they had degrees or graduated from a particular school, but because they had done other useful things during their college years. Press your children to take advantage of field work, internships, co-ops, part-time jobs, and any other sorts of opportunities that translate into work experience on a resume. For instance, one of our sons earned a film studies degree, and is now working as an art director in Hollywood because he had a summer job as a carpenter. His tool belt helped him land entry level positions and move up quickly from there because of his degree. Another son, an English major, wrote copy for web sites while in school. He was immediately hired by a big PR firm to develop digital copy for company web sites.
And by the way? The child who went to the large (and affordable) State university received the most job-related opportunities after graduation. She’s now in grad school but has easily found work along the way because of her hands-on experiences. Relax. Your kid doesn’t have to go to an Ivy to succeed.
Let Your Child Drive
I mean this both figuratively and literally. Literally, let your child drive the car at least part of the time. Your child is about to feel—and be—independent. Driving will allow your child to “feel” how far away a school is, what the surrounding area is like, etc. That’s all important information. It’s also crucial for your child to drive the college tour process, helping you plot out your journey. The initial list of schools to tour should be your child’s. (Ideally, your child will have generated that list with a guidance counselor who has given him or her a realistic expectation of what qualifies as a “reach” or a “safety” school based on your child’s high school record.) Then you can add a few.
Don’t Judge a School Until You’ve Seen It
Every college will trumpet about “hands-on experiences,” “personal attention,” “topnotch faculty,” and their U.S. News & World Report status. That’s fine, but see the schools for yourself. A lot of teenagers don’t really know what will “feel” right until they actually stand on different campuses. Try to walk around in the city or town the college is in as well as touring the campus. Trust me. Your child will know if a school fits.
When it’s question-and-answer time on an admissions tour, don’t be afraid to ask questions that might embarrass your kids, like what the freshman advising system is like, the student retention rate, what percentage of students do internships and coops, what the career development office does during the years your child is there, what social activities are offered on weekends, etc.
Eat Your Way Across the Nation
Since our youngest is a boy, I packed lots of food in the car this summer. Yet we stopped every two hours to eat in restaurants anyway. Why? Because eating on campus or in restaurants in a school’s geographic area is a way for your child to visualize what it would be like to live there. Most schools will let you eat in their dining halls, so be sure to do that as well.
If You Miss a School on Your List, It’s Okay
There are only a certain number of days in your vacation, so you might not make it to every school on your child’s list. That’s fine! Encourage your child to apply anyway. If he or she is admitted, you can go to one of the “admitted students” days, where the college will try to woo you with food and information. Many colleges also arrange overnights for prospective students.
No Matter What, Don’t Panic
I’ve had children balk on tours and demand to leave “because the kids here are all posers.” I’ve had children say they’d slit their wrists if they had to attend a certain school, then choose that school and be happy there anyway. One of my daughters told me that a certain dormitory “is begging me to throw myself out the window.”
Two of our children decided to transfer after they’d spent a year or two at their top choice schools and discovered they didn’t like them. They both ended up in better schools—sometimes admission to a top-tier college is easier if your child has already earned good grades at another school.
My point is this: no matter what choice your child makes, don’t panic. Take a close look at the financial packages—be sure there aren’t a lot of loans embedded in the package, and definitely calculate in the cost of two or three roundtrip airline tickets per year if the school is far away—and then, if the school your child chooses is affordable, go for it. Never mind if you don’t think it’s the right fit, or if you really wish you had a good excuse to spend Parents Weekend in Vermont (where I took this picture while waiting for my son to check out a skate park near the University after our tour) instead of New York City. The most important thing is that your child is happy with the choice and ready to embrace the experience of college.
I just turned in my synopsis to my editor for the next novel, and truthfully? By the end I felt like I did at Girl Scout camp, when they used to have us carve flowers and animals out of bars of soap. (I have no idea why the Boy Scouts across the way got to whittle sharp sticks, but we had to use soap.)
Just as that bar of soap would slip through my fingers until I finally got enough curves and edges dug into it, allowing me to hold it firmly between my sweaty little hands, the synopsis for a new book always seems likely to slip through my grasp. It’s unwieldy and shapeless and feels like it could dissolve at any moment.
And then, suddenly, there is a magical moment where the shape of the book appears, where the characters take life even in the relatively short span of a synopsis and let you know what the real story is. Then I can dig my fingers into it and keep refining the shape until I have a beginning, a middle, and an end—or, if I’m carving soap, a flower, a butterfly, or a polar bear.
Here are 4 tips to help you survive writing a synopsis, whether you’re pitching a new novel to different publishing houses or just trying to convince your editor that your next book will be your best yet:
1. Start out by writing single tag lines for your book. Stuck? Check the descriptions of similar books on Amazon, or Google famous quotes about whatever broad topic you’re tackling, whether it’s chance, hope, family, death, etc. Picture that tag line on your book cover, right under the title. This will tell your editor—and you—what your book’s main question or theme will be.
2. Once you have the tag line, write the copy for your book cover. This should be exciting copy that summarizes what the reader will get out of your book: “In this riveting debut thriller, lawyer Nancy Grace wakes up one morning to discover that she has just been nominated for a popular reality dance show on television. Little does she know that…”
3. The tag line and the book cover copy will probably keep morphing as you write the synopsis, but by now you should know what your book is “about.” Now you can cobble together the basic plot elements of the story. Start at the beginning and just tell the story the way you would describe the highlights of a movie to a friend over dinner: “At the start of the novel, Nancy is working at her desk when the phone rings. It’s a call she never expected…” Move on through the key events in the novel. And, yes, I mean go through the story right to the end—editors want to know what they’re buying, and most of them hope for a solid resolution that will make readers happy.
4. Finally, once you’ve written out the synopsis, offer a couple of sample sections of your book. These can just be brief but key scenes from each point of view to give the editor a taste of what the book will feel and sound like—is the tone comic or dark? Will there be lush descriptive passages, or will the writing be fast-paced and to the point? Again, the main thing here is to show your editor exactly what you have in mind.
That’s it! Despite how slippery, unwieldy, and impossible this bar of soap—oops, I mean this synopsis—feels, I promise that if you trust in the process, you’ll find an editor who will be a good match for your book. Even better, you’ll end up with a blueprint that will make writing the book easier.