C h a z z W r i t e s . c o m

See all my books at AllThatChazz.com.

My Book Marketing Mistake

The Night Man is Thriller of the Day at Kindle Nation Daily today!

Every author is asked about their mistakes.

In every writer’s forum and podcast, eventually someone will ask veteran writers what they’ve did wrong. The question is posed in different ways. The most common form is, “If you could tell your younger self what to do differently, what would it be?”

Many will say that they should have invested more in editing their first books. Others will say they should have ponied up for better covers, focused on building their mailing lists, written only in series, or listened to their mum and become a forensic accountant instead. I wish I’d spent more time learning book marketing.

I’d worked in traditional publishing and sold millions of dollars worth of books for other people, but that’s a different story about a dying industry. I began Ex Parte Press in 2010. Back then, there weren’t as many marketing avenues to travel. Many authors didn’t really have to work very hard to get eyeballs on their work, though. Our tools were few and dull, but the competition wasn’t as stiff and Amazon’s Gold Rush was on. There weren’t nearly as many courses out there showing authors how to amp up their media presence and ad buys. We were just feeling our way, often writing as many books as we could as fast as we could and flirting with burnout.

Some publishing guru asked recently, “You wouldn’t launch a book with a tweet, would you?” Well, no. Not now. But it used to be that it didn’t take much more than that if the book was good and cover and sales copy were on point.

I admit, I got stuck in some old thinking. I focused more on the editorial content and less on the marketing. My approach was not balanced. It’s a different world in plenty of ways and we all have to adapt. Yesterday, I attended three marketing webinars. To be honest, there wasn’t much there for me to take action on immediately. That’s the way of these things: Three hours in, you’re usually lucky to pick up on a one to three tidbits to use later.

Today’s tidbit:

Focus on what you can do to balance your writing and publishing business. You can’t depend on passive, magical thinking to pull readers’ attention. Book marketing is not osmosis. You have to write and market. Most authors are probably putting too much weight on one side of that scale. If you’re writing for yourself, that’s fine. If you’re writing to be read, the passive approach to too anemic to be healthy.

In that spirit, I’m promoting a suspenseful and surprising novel of which I’m very proud. My killer crime thriller, The Night Man is free to download today and tomorrow. I used Freebooksy, Kindle Nation Daily, Ereader News Today and Instagram to give away thousands of copies to get the attention of Amazon’s algos so they can sell it for me, aggressively, not passively.

Follow this link to see what a Thriller of the Day promo looks like. (And please do give it a click while you’re at it. Thanks!)

~ You’ll find all my books at AllThatChazz.com.

Filed under: book marketing, , , , , , , , , , , , , , ,

Marketing books: Thirteen video options

Season One of This Plague of Days is free until midnight tonight.

Season Two launches in two weeks.

Book trailers are problematic. Video can be done well. It often isn’t.

Most of them are too long. Production values are typically lower than viewers’ expectations. We’re trained to expect CGI on the level of major movie studios. Also, there’s little evidence trailers generate any sales. Go big and you’ll spend money with no return on the investment. Go too small and you might not be proud of it. Here are magnificent options, ranging from giving up and doing zilch to going big. Since I’m in touch with reality, most options are no-budget or low-budget.

Alternative 1

Don’t do it. It’s not worth the bother.

Alternative 2

Play with iMovie in your spare time. If it’s fun, great, but certainly don’t lose writing time to it. 

Alternative 3

Rather than worry about making a little movie and learning an editing program, do six seconds on Vine and/or fifteen seconds on Instagram. Focus on one quick, easy message. Don’t spell out the link to the camera. Leave the link in the caption. Note that people love video with cats.

Alternative 4

Upload to Youtube from your camera, iPod, iPhone or Android. Viewers will be more forgiving of low production values if they see you didn’t try to make it fancy. Just talk to the camera with a joke and/or announcement.

Alternative 5

Video pulls more clicks to your blog. Combine it with punchy posts for greater effect and more subscribers.

People have more tolerance for a short, laid back video than they will for long blog posts. For instance, yesterday’s post went deep into serialization and book pricing strategy. It was only for the most serious of book marketers and publishers. However, many more readers will click the video above and read this blog post for information because it has video and the text is breezy and scannable.

Alternative 6

Focus on what’s cool or ironically cool. Make it fun for you and the viewer. Try for the opposite of earnest and don’t try to tell too much of the plot of your book. Let the visuals do more work. Entertain first and come sideways at giving out information. One of the best book trailers I’ve seen was an author who talked about the glamour of the writing life while he scrubbed toilets.

Alternative 7

As I’ve suggested in the past, try a quote trailer. A quote trailer simply pulls intriguing quotes from your book. Don’t forget to include a buy link. Keep it short. No spoilers.

Alternative 8 

Use Animoto, as I did, for the video above. I already had the book covers. It took all of five minutes to use the free option for a video shorter than 30 seconds. The fire effect was appropriate and the music was a nice fit. Cool, huh? Animoto includes sharing options so you can export it to Vimeo, YouTube, Facebook, etc.,…

Alternative 9

If people don’t respond to your stabs at filmmaking, try making it more about you and how you can help others instead of making it about the book. Video reviews and how-to stuff get more hits. Funny’s always good, too.

I put up video of my podcasts to get more viewers and listeners. Some people simply prefer video to audio, or a YouTube video is how they will discover a podcast. Interaction in an interview setting can be easier to pull off than talking directly to the camera. Some people, like Hugh Howey, do it well and even dance for reviews. For most of us, solo videos look like hollow-eyed, stuttering hostage videos pleading for ransom under the threat of death.

Alternative 10

Have you set up your YouTube channel yet? It’s a great place to collect your video book reviews, too. Video reviews get more attention on Amazon than written ones, so it’s worth doing, for you and for authors.

Alternative 11

Go with Fiverr.com and get help to create quick videos like I did for my promotion plan for This Plague of Days. Check out my video samples at the link.

Alternative 12

If you really want to go big, get a semi-pro involved. There’s no proven ROI and most professional video production is expensive. Therefore, consider approaching a drama class or a film school. If your book trailer becomes a school project, at least your vanity project will benefit the education of a young actor or filmmaker in a concrete way. You could go the Scott Sigler route and make it a contest. Since every entry went up on YouTube for judging, Sigler’s books got multiple ads and multiple hits.

Alternative 13

I think Kevin Smith and Steven Spielberg are available for princely sums, but if you’ve just won the lottery, go with any of the above options and get your video production done free or cheap. Starving children everywhere would appreciate your generous donations. If you’re rich enough to consider professional directorial help, good karma’s the better way to go.

BONUS

Are you on Bookbub? Here's what the email looks like for my TPOD promo. Sale ends at midnight, never to return. Enjoy.

Are you on Bookbub? Here’s what the email looks like for my TPOD promo. Sale ends at midnight, never to return. Enjoy.

Screen Shot 2013-09-19 at 12.53.17 PM

Bookbub allows you to showcase deals to many targeted readers who are interested in your genre. Got a deal? Get noticed with Bookbub.

Filed under: author platform, book trailer, Books, Publicity & Promotion, publishing, , , , , , , , , , , , , , , , , , , , , , , ,

Winner of Writer's Digest's 2014 Honorable Mention in Self-published Ebook Awards in Genre

The first 81 lessons to get your Buffy on

More lessons to help you survive Armageddon

"You will laugh your ass off!" ~ Maxwell Cynn, author of Cybergrrl

Available now!

Fast-paced terror, new threats, more twists.

An autistic boy versus our world in free fall

Suspense to melt your face and play with your brain.

Action like a Guy Ritchie film. Funny like Woody Allen when he was funny.

Jesus: Sexier and even more addicted to love.

You can pick this ebook up for free today at this link: http://bit.ly/TheNightMan

For my author site and the Chazz network, click the blood spatter below.

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