Writing a good book is the first step. The most important one. Publishing it so it looks professional is step two. The third–marketing.
I’ve read books on Indie marketing and ideas range from developing a top-notch website, creating YouTubes, or audiobooks, and taking advantage of free social media, or paying for advertising, both digital and in print. So far, I’ve got a really good website. No YouTubes or audiobooks, yet. I use social media a great deal, but not paid advertising.
What I did do, however, on one of my books, was write a press release. But I didn’t write the release about my book per se. I took a concept from my book and capitalized on that. I found a “hook,” that I thought would be of interest to a wide audience.
DEADLY PROVENANCE is about the Nazi confiscation of art and a missing Van Gogh painting. It is actually still missing so I decided to go on a hunt for it. Seemed like a good angle: “Mystery Writer on Hunt for Missing Van Gogh.” Now what?
I created a press release, weaving my book concept into this “hook” so it didn’t appear to be just a “buy my book” message. Now, what do I do with it? I can send it to local papers and news stations. Not too hard. Find the feature editors, senior editors, etc. But what about a more widespread release? Throughout the city, state, country?
I investigated some marketing companies. I found one called PRWeb.com and decided to go with them. For under $500, they helped me tune up my release, target my audience, and release it on a certain date to many thousands of publications around the country. They also followed up with analytics to show who picked it up, how many hits, impressions, interactives (forwards, prints, etc.) took place.
How did I do? I was somewhat disappointed in the results. Most of the sites that picked up the story were online journals and digital newsletters. Certainly not the New York Times. A couple of biggies did pick it up: Miami Herald and the Boston Globe. But when I clicked on the sites and tried to find the article, they didn’t show up. Hmmm. Using Google and Google Alerts, I tried to find who picked up my press release. Still not a clear picture. Maybe I’m just tech-challenged.
My next step was to take the release and blast it to local press avenues. There I had more success. I snagged a radio interview at KPBS and astoundingly, landed on the front page of the San Diego Union Tribune. Terrific story by an excellent columnist who took my press release, interviewed me and then wrote his own article. I was flying high. Although anyone who knows San Diego’s U/T would probably laugh.
Then it was over. In one day, I was no longer a cover story. I was back to being one author amongst many. What now? Peddle the press release along with my one day of fame, to new sites or repeat sites? Write a new press release? Or do I hire a publicist who knows the appropriate next steps?
At this point, I have focused on writing the best books I could: delving into the research, creating new plots and interesting characters, and using social media to market. I’m not a New York Times bestselling author yet, but I’ve done pretty well. More important–I’ve enjoyed the entire process!
Ideas welcome!
Thanks for sharing a brilliant and creative marketing idea. I think now you have to find the painting. 🙂
Thanks, Michelle. I’m still looking!
Just “keep-on, keepin-on”. You’re doing a great job! Your talent will continue to keep you out front . Have faith in your writing, it just keeps improving with each story and each blog. I have no doubt you will achieve all that you strive for!
You are too kind, Jerry. Thanks for making my day!
Lynn, from what I read I think you might have missed one opportunity: targeting art lovers and museum visitors. They might be intrigued by “missing art” and when they also love reading thrillers, you have for sure a high level of attention, not say sales. It may even interest musea to support your distribution as it likely supports their own efforts to attract customers.
One big advantage is that your book is standing out: there won’t be that many you are competing with, unlike in the book stores where you need to compete with other thrillers.
Assuming you like the idea – and I think you haven’t much to lose, so why not trial this – there are many routes open, like looking for art magazines, fora/blogs/websites, etc. Who know, you’ll find a website aiming at missing/stolen art/paintings. Also, Van Gogh lovers may very well embrace your book. I am sure if you scratch this a little further, other ideas pop out in a San Diego minute 🙂
Hope this helps.
You’re right, Leonardo, and I have made some inroads into this markets. I gave a talk at the Bowers (Art) Museum in Santa Ana, CA. which went extremely well. Unfortunately, many museums would prefer non-fiction authors, so it’s a tough sell. I also have targeted some Van Gogh groups on Facebook, and have had some interest. Perseverance is the key, I guess. Thanks!
Word! I really commiserate with your journey. Same here. Write a great book! Check. Get powerful blurbs from Pulitzer prize winner, and 5 time bestseller author! Check! Produce a fantastic looking, professionally edited, graphic design and interior layout book. Check.
Here we part paths a little. I hired a professional social media team just recently to help launch the release of my first book, OUTRAGEOUS: Rise to Riches. Don’t know the results yet. Also hired professional videographer and filmmaker to create great vids for website.
I want to explore a group of us, writer’s dedicated to quality, and trying to do their best to explore co-marketing options. Prices for a single ad are steep, but split 3 or 4 ways, could be feasible. Same for booths at conventions and book fairs.
ANYONE, especially in the San Diego area, but not necessarily, who wants to explore this contact me, or let Lynne Kennedy know and we can try to figure this out… TOGETHER.
Hi Neal,
I would be very interested in the results of your professional social media team and the videographer. Please keep me informed. Your ad idea is also intriguing. Do you have other authors interested in a share? Are you talking the San Diego Union Tribune? Keep in touch and thanks for reading.
Lynne
I so enjoyed the freshness, honesty and heart felt love of your human interest article.
I have been a non fiction writer all my life, but inside every journalist is the dream of writing the great novel.
When I have down time I read mysteries and would like to try one of yours. Which are you especially proud of and where do I purchase it.
Brian N.
Thanks so much, Brian. As far as my mysteries, it depends on which time period in history you like. Check on my website. But I would have to say the one I like the most and had the most fun researching is Deadly Provenance. In fact I have a whole page on my website dedicated to my hunt for the missing Van Gogh. Enjoy!