Jane Friedman: Not an art or science, The Business of Being a Writer

HALLIE EPHRON: Jane Friedman has a well earned reputation as a publishing industry guru with expertise in digital media strategy for authors and publishers. I try not to miss reading anything she puts out there because she's so smart and doen't mince words.

In one of her latest missives, she declared with typical tartness:

"I don’t believe that 'cream rises to the top' in the writing world."

She was on the war path against the notion that for writers, art is polluted by business concerns. She argues that while some writers are fortunate enough not to have to think about making a living wage, the rest of us need a sustainable business model that doesn't include the expectation of a six- (or even four- or five-) figure advance every year or so.

In other words, making a living as a writer doesn't just happen.
She speaks from experience:

"I learned early on that if I wanted to make a living from my writing, I’d have to learn to balance the art and the business."

That's what her new book is about: THE BUSINESS OF BEING A WRITER.
In it she exhorts the rest of us to stop being so precious about m-o-n-e-y --

"To break out of the unproductive silence about what we earn and how the industry works. We have to be more transparent about what writing pays, and how it pays, and that it takes time and an informed strategy to make it pay. We may all hope that serious art speaks for itself, and once in a while that may work for the Franzens of the world, but it doesn’t work for most of us. Educate yourself on the business, and learn how to make the system work for you."

In response, Jane provides a strategic, high-level look at how writers can establish a lifelong writing career.

The book is simply terrific. I only wish it had been around when I was inventing my own business model which has been a combination or publishing fiction, nonfiction, and magazine pieces, along with speaking and teaching gigs. Ever grateful that I had a thirty-year career and a wage-earning husband and, like industrious ants, we'd socked away our pennies before I took the plunge.

She addresses questions like the age-old:  

• Do I need a day job? (It depends.) 
• Can't I just write and leave marketing and promoting to the publisher? (No.)

Her answers are bracing. Yes, marketing is now part of the writer's job, but that's is nothing new:

"During the Renaissance, Erasmus organized a network of agents across Europe to actively distribute his works and collect his rewards. Mark Twain’s most successful work was sold by traveling salesmen going door to door—at a time when this form of marketing was considered extremely impolite.  And everyone knows how Charles Dickens released his work in multiple formats, modified his stories based on audience feedback, and masterfully used the serial to garner attention and publicity."

The book also has solid, smart advice on the nitty gritty of getting a book published. Just for example, here are the chapters that form the middle of the book.

 9. Book Publishing: Figuring Out Where Your Book Fits

10. Understanding Literary Agents

11. Researching Agents and Publishers

12. Book Queries and Synopses

13. The Nonfiction Book Proposal

14. Working with Your Publisher

15. Self-Publishing

16. Publishing Short Stories, Personal Essays, or Poetry

17. Traditional Freelance Writing

18. Online Writing and Blogging

But the final sections have information you're not going to find in the average writing book. For example:

23. Starting a Freelance Career
25. Teaching and Online Education
26. Contests, Prizes, Grants, Fellowships
27. Crowdfunding and Donations
28. Memberships, Subscriptions, and Paywalls

I'm so happy to welcome Jane and her new book to Jungle Red. She'll be dropping by this afternoon to answer questions, so FIRE AWAY!

I met JANE FRIEDMAN when she was an editor at Writers Digest Books and I was writing my Writing and Selling Your Mystery Novel for them. She was young and savvy, and in just a few years rocketed from editor to senior editor to publisher. She's now a widely respected publishing consultant, one of the most savvy people anywhere in the world about the REAL world of publishing. And about writers and writing and what it takes to succeed.

You can meet her at writing conferences where she's often invited to give the keynote, read her blog https://www.janefriedman.com/blog/ (where you can subscribe to her newsletter), subscribe to The Hot Sheet https://hotsheetpub.com a newsletter for authors that distills what's happening in the publishing industry for authors. Her new book, The Business of Being a Writer, is being published by University of Chicago Press.

Do you Have a Brand? Great Insights from Jennifer Fusco

RHYS: When I got my first contract to write mysteries I thought (naively, as it turns out) that I'd write a book, send it off to the publisher and that would be that. They would do all the promoting and I would collect the royalties.

Well, no. As I soon discovered, publishers may pull out all the stops for the really big names, but for most of us we have to work just as hard publicizing the book as we did writing it. And frankly how many of know where to start? So this post by Jen Fusco is particularly useful. How to let people know what they are getting when they see one of your books. How to build your brand.

So please, take it away, Jen.

What is brand?

By Jennifer Fusco

            Over the years, I’ve talked about the importance of building an author brand, why it’s necessary and what the benefits are for having a brand. I’ve also learned that brand means different things in different genres. And, while that’s true, at its core brand is perception. Brand means the author’s identity. Collectively, it is how the author wants people to think, feel and talk about their work. It is how the author will be known and what he or she will be known for. Brand identifies the author in the mind of the reader and delivers on the promise it makes to the reader through their work. 

Brand has existed long before authors assumed they need to create a brand for themselves. Brand pioneer Walter Landor (1935-1995), founder of Landor Associates, left his mark in the business world by helping to increase the recognition of some of the world’s top companies, including, Levi’s, Kellogg’s, and Bank of America. Landor is quoted as saying, “Products are made in the factory, but brands are created in the mind.” (http://www.areaofdesign.com/inthespotlight/landor.htm)

Yet, you, the author have an advantage over industry. Brand must appeal to the emotions of the consumer, and an author’s most powerful tool to support their brand is the emotions they evoke from their readership.

Some authors choose to have a brand statement, that is to say they craft a 5-7 words statement which identifies and introduces their work to a potential reader. Others let their work and cover art speak for the brand itself. The choice is up to the individual author. However, if you are interested in crafting a brand statement, here are some tips to get your started:

Write down the answers to the following questions:

·        What is it about your work that speaks to your passions?

·        What makes you unique?

·        How would you describe your voice?

·        Look at your body of work. What are the common themes?

·        Write two or three power words associated with your book. (Examples of power words are: Thrilling, Sexy, Steamy, Murder, Forbidden, Daring, Confessions, Stunning, No-risk, etc.)

·        Answer the question, what is your book’s emotional hook?

Examine the answers. Circle the power words. Then, using the selected power words, compose a statement, in less than ten words, that describes you as well as your work while incorporating the answers to the questions above. It sounds like a chore. It is. But, give the exercise a try and see if you like the results.

     Keep in mind, brand is more than just a statement. You can create a brand my blending your work and your persona. Our own Hank Phillipi Ryan says, “People want to know what they're getting. They don't want to have to guess. Having a good brand means you're reliable, dependable, and desirable. It means if they liked what they got the last time, they're going to get it again. That’s good.”

     So, do you have a brand? If so, what is it? How did you create it? And what tips would you give to others for creating theirs?

RHYS: And Jen did not mention that she has written a definitive book for writers!  Ask her questions.

            

GET FAT! Yes, really.

HANK PHILLIPPI RYAN: So, all you published and not-yet-published authors out there, now that you've gotten your legal facts straight--thanks to Leslie Budewitz on Tuesday, and you have your book trailer made--thanks to Lisa Black on Wednesday, and you understand why a one-star review might be a good thing--thanks to Catriona McPherson yesterday--now what?

Marketing maven Jen Fusco has three little words:

MARKET OR DIE.

(And for all you readers out there-this proves how incredibly important you are to the future of the books you love. This proves how one kind word--can change an author's life.)

Now. You'd think we at Jungle Red would never advocate getting fat. But Jen Fusco says yes! To succeed--we must all get fat! And, sadly, that has nothing to do with chocolate.

JEN FUSCO: Thanks so much to Hank for allowing me to return to the Blog. I really enjoy spending time with you guys.

The weekend is almost here. I'm glad, too. I could use a rest, but I won't get one. I'll be visiting some new friends in San Diego, CA. And I couldn't be more excited about it. Not only do I get a chance to meet new people and introduce them to some practical marketing techniques, but I also benefit. I have the opportunity to "get fat." No, it has nothing to do with extra dessert at lunch.

Its about widening Market or Die's sphere of influence. Take a look at this. This graph comes from Bob Clark at 24kmarketing.com, someone I like to read when I have time....

Let me explain this sphere of influence thing. You and me, we make up the smallest part of the Core Circle. By being an Market or Die trubie, you are going to know things about MOD first. I need you and your support and hopefully, you need Market or Die.

Now, let’s look at the inner circle. These are your writing groups you work with, your social media "friends" and the professional writing organizations you belong to or other writers you know professionally. Hopefully for some, your readers fall into this category. The outer circle describes the people who know you, but you fail to know them. These are the people who buy your work, form an opinion about it and tell others.

Scary, huh? But also valuable.

To succeed in this business you and I have to get fat. We need to keep widening our sphere of influence and growing our inner circle. Can it be uncomfortable meeting new people? You bet.

The upside? The more people you bring into the inner circle will help you spread a positive message about you and your work to the outer circle.

Those people will be come your brand advocates.

Brand advocates are your village and they have the power to emerge online as your primary influencers. Recently, I ran across a marketing blurb about brand advocates that said using brand advocates yielded a two-to-one positive influencing rate of a friend or family member to buy the product or brand they recommended. Brand advocates are incredibly valuable to an author because they are better connected to other readers and can have a larger sphere of influence.

But Fusco, you say, I’m a published author. I have influence.

True.

But how much time do you have to pound the pavement and stalk the internet?

And, how sick are people going to get of you tooting your own horn?

Isn’t it better when someone else toots it for you? Doesn’t it make the claim that someone should buy your book more powerful if you’re not the one saying it?

Of course it does.

If you want to stay relevant in the competitive world of writing, your time is better spent putting butt to chair and words on paper. Trust me on this one, will you?

So tell me one thing, how you vow to do to widen your circle?

Lesson number two! Advertising! And the keys to making a successful ad. There's one golden rule in advertising. If your audience remembers the ad, but doesn't remember the product, you've failed.

There are millions of great ads out there, but only a few that I remember both the ad and the product the ad was selling.

The biggest one that comes to mind is the Snickers TV ad that featured Betty White playing football. The concept a group of guys razzing a teammate for playing poorly and his teammate says, "You're playing like Betty White out there," until the player eats a Snickers then becomes himself again. The tagline, "You're not you when you're hungry."

Brilliant!!

What we as writers can learn from this piece of advertising is this. MAKE IT MEMORABLE. I know we all don't have budgets to advertise on TV however, some print and online advertising can be affordable. Make your ads interesting enough to the reader so that it will get their attention. (A book cover with an ISBN number running across it IS NOT interesting) Jazz it up.

Don't be afraid to tell the reader why they're going to like your book. And, don't forget to direct them to where to buy it.

So, in thinking about advertising what's worked or hasn't worked for you?

HANK: And what do you think, Reds writers? What's worked for you--and hey, what hasn't? And readers--what makes you choose a book?

And we'll give your choice of Market or Die (for authors) or a book by a Jungle Red author (for readers) to one lucky commenter!

MJ ROSE with marketing tips for writers

M.J. Rose is the international best selling author of eleven novels and two non-fiction books on marketing. The television series PAST LIFE, was based on Rose's novels in the Renincarnationist series. She is one of the founding board members of International Thriller Writers and runs the blog- Buzz, Balls & Hype.

She also founded and still runs the first marketing company for authors - AuthorBuzz.com, where she works with debuts and bestselling authors. She is also the co-founder of BookTrib.com and Peroozal.com.

JAN BROGAN: How did you as an author wind up starting AuthorBuzz?

M.J.: I left advertising to write fiction. Only to find out that to stay alive as an author I had to get back into the ad business. I got into publishing just when it was becoming evident that authors who are marketing partners with their publishers have a better chance of a happy, healthy career.

As one friend said, it's like I finally became a Russian Princess on the eve of the revolution and I think it’s an apt description.

But most authors not only don’t want to do any marketing (and why should we – we’re writers), but they also haven’t had any experience as marketers.

To that end I started AuthorBuzz - offering services that are the culmination of a 15-year career in advertising and a multi-book career as a novelist.

What I learned from marketing my own books, I now help authors and publishers do for theirs.

JAN: How do you juggle writing, marketing and running your own company.

M.J.: I cloned myself – haven’t you? No? Right, not me either. I split my day and am really disciplined about it – plus AuthorBuzz has a staff. Running the company is the morning, writing is the afternoon and sometimes night. The part I have the hardest with is marketing that AuthorBuzz can’t do for me either – social networking. It’s a huge time suck. See next question.

JAN: I for one, am relieved to hear someone who is an expert in marketing say that! I always wonder why I am wasting my time. How important do you think social media really is? How important is it for authors to promote their work on Facebook and Twitter?

M.J.: I think that’s hardest thing for all authors to figure out - it is for me - is social media really working? Is tweeting when your book is out a solution or a drop in a vast ocean?

I don’t have any answers but I’m thinking about it a lot and writing about it as much as I can. (http://mjroseblog.typepad.com/buzz_balls_hype/2011/04/the-writer-as-willy- -been-told-tweet-facebook-myspace-blog-use-all-the-free-tools-and-use-th.html)

Recently I found this article (http://www.allfacebook.com/7-biggest-fan-page-marketing-mistakes-2011-05) that’s going to shake up a lot of authors who think they’ve solved their problems with a fan page at Facebook and maybe a little Twittering on the side.

It’s critical because it explains what happens at Facebook. And how it really isn’t the be all end all marketing solution we all hope it is.

Basically it explains how few of your fans are getting your messages and all your Facebook efforts may not really be getting you what you think.

JAN: What advice can your offer authors on how to best use their time?

M.J.: Do what you feel comfortable doing. Find your own way. But if you want to press me into answering…

I think the two most important things authors can be doing are the two most old fashioned. One writing, one marketing.

1. Write the best book we can. Because that’s what makes people tell other people about a book. That it was amazing. That it was a wow – in whatever genre it happened to be. That you can’t stop thinking about it after you turn the last page.

2. Have a newsletter list and sign up fans. Ultimately the single most critical thing you can have - bar none - is the email addresses of your readers. Nothing matters more - not even 1 million Facebook fans. Email addresses is why Amazon is the most powerful force in the publishing biz right now – they know who buys what books. When you buy ads on websites- say a highly powerful one – like Martha Stewart’s – the cost per thousand impressions is about $37 but if you wanted an email in her newsletter it would go up to $100 per thousand.

JAN: Although, I'm the worst at collecting email addresses, this sounds like incredibly sound advice. One important thing to focus on. Tell us about your new novel, and about your research into the perfume industry.

M.J.: My next novel – The Book of Lost Fragrances - comes out in March. That novel the two after that feature a woman named Jac L’Etoile whose family has owned a fine French perfume house since 1770.

And I’ve become obsessed with fragrance. In the last two years I’ve met with over a dozen perfumers gotten thousands of samples and bought hundreds of bottles.

As well I’ve fallen in love with collecting vintage perfumes. Not a good idea if you have limited funds. Every day EBay tempts me with glorious fragrances can be exorbitantly priced. Most recently I lusted after a $900 bottle of Djedi by Guerlain with one inch of juice left.

There is nothing like those scents created before the 1990s before certain ingredients started to be identified as allergens or outlawed by governments for environmental reasons.

Now if there was only a fragrance that when readers smelled it – it made them run to a bookstore and buy our books….

JAN: Learn more about MJ at: www.mjrose.com and please, ask M.J. your own questions about marketing and social media.

Six Things Savvy Authors Should Know

Wait. Whoa. Jennifer! We're running after you--can you stop for a second?

I'm attempting to be clever here--but wow. Jennifer Fusco is always on the move. And man, does she know about everything about everything about marketing. She's the Creative & Brand Marketing Manager for the General Electric Company, North America. If you had her brain for one moment? Your head would spin.

And no, we're not trying to sell light bulbs--either is she, obviously--that was just a little lame GE reference. But what Jennifer's insight means for us around here? We are now going to get the inside scoop.

Yes, you've heard about Facebook, and Twitter, and whatever else that we all do or at least know enough about to complain about. But what do the pros do? What do they know that we don't know?

Jennifer knows. And now--she's gonna tell. Her new book is called Market or Die. Hey, when you put it that way....

JENNIFER FUSCO: First of all, thank you for having me on your blog to discuss the six things savvy authors should know about marketing. This list is what I believe that you, as a savvy author, can do to help control your writing destiny.

1. 1 – Search engine optimization – I know, you’re like, huh, what? No, I’m not speaking Klingon. I’m talking about the things that you as the author can do to help readers find your website, blog …your internet presence. Best of all, these steps are FREE.

Let me start by saying I’m no computer nerd and if I can do these simple steps to optimize search capability, you can too.

Go to your website. Look at the title bar. Are those words that people would type into Google to find you? Yes? Great. No? Um. Think of some new keywords.

Got your keywords but don’t know how to upload them? In your browser, go to view, then source. Up pops a menu of (what looks like Klingon) but is really metadata or metatags.

· There you’ll find title tags, description tags and keyword tags. Just update them in your website’s original source files, hit save and hit refresh. Ta da!

· Having trouble finding the right keywords? Think in Google search terms. What might a person type in Google to find you or ask people what they typed to find you.

Or the real secret trick: find your work on Amazon. com. Click view then source, like we did above. If you’re lucky (sometimes its locked) it’ll pop up and show you the metadata and keywords Amazon used to categorize you!

· Lastly, optimize your searches by linking your websites with other authors. The more links you have the more web visits you are likely to receive.

2. – Keep your eye on price – In the business world, orders are largely won or lost on price. Price is a component to everything business runs on. In business, you consider how to get the highest price for your product. Once your product is in the marketplace, you want to keep generating demand for a set price.

For for writers, I know most of your pricing is contracted and we all have a good idea how much a 400 page paperback novel sells for. What I’m talking about – and where artists, like you, can seriously get hosed is the .99 cent sale. With the rise of e-book readers and self-published authors, there’s more competition in the marketplace than ever before.

To offset the mob scene of authors getting into the ring is the .99 cent sale. In some cases, it works. Let’s take Amanda Hocking for example. Nice writer, great stories and she makes money in the .99 cent game. But, for you guys who aren’t self-published, let’s think this through before we run down the road of .99 cent sales.

In my opinion, be wary of the .99-cent sale. Why? Multiple reasons, here’s one example, not of writer but of a popular musician who went down the road of the .99-cent sale. Let me paraphrase the Chart Watch June 5 on Yahoo.com article for you:

Lady Gaga's Born This Way set another record, but not one that Gaga's team will be happy about. It was reported on that sales of the album dropped off by 84% from its sizzling opening week. Her sales saw the steepest drop-off in sales history.

Gaga's album sold 174,000 copies down from 1,108,000 when sales were goosed by a two-day, 99-cent sale at Amazon. A big drop-off was to be expected. But the fact that Gaga's drop-off was steeper than any of the other follow-ups to albums that had a million-unit week is troublesome. It seems obvious that the opening week tally for Born This Way was generated not only by hard-core fans, but also by casual fans who just didn't want to pass up such a deal. Last week's near giveaway worked in the short term (by giving Gaga the biggest one-week sales total since 2005), but it may have also served to devalue albums in general and Gaga's brand in particular.

But Jennifer, you say, my sales aren’t close to the numbers Gaga is pulling down. And girlfriend did make a quick buck. Maybe. But I think it will be hard to justify to the buying public the sale a novel for .99-cents one month then sell a future book at market price twelve months later.

All I’m asking you guys to do is not to jump so quick into the .99-cent sales arena. Think it through. What does an offer of your work for .99-cents say about you? Does it suggest that the work is sub-par and you’re giving it away? How will it affect your brand? And if you sell this book at .99 cents, where do you position yourself going forward?

If you still need a litmus test on whether you should enter the .99-cent arena, consider how many people you can get excited about this effort. Do you have 20,000 twitter followers or Facebook friends who are going to help you promote this sale? Can you position the .99-cent sale as a gift to all of your faithful fans? If yes, give it a try. If not, don’t say I didn’t warn you.

3. Embrace Mobile Optimization – In February, I ran across a statistic that said 90% of all purchases will be made via mobile device (phone or tablet) in the next 12-18 months. With that in mind, savvy authors should start placing QR (quick response) codes on your book jackets. It’s a must have.

Here’s one:

If you have a smartphone, download a QR code reader. Scan your phone over the code and wha-la, my website. It’s an easy and a FREE way to attract potential new readers and drive traffic to your website. To make your own QR code, search “QR code generator” and input your information. It’s that simple!

If your book is stocked on the shelf, all a perspective buyer has to do is scan your QR code which will connect them directly to your website or blog so that they can find out more about you and make a purchasing decision right there on the spot!

4. Brand Continuity- In my marketing guide, Market or Die; I stress to authors how important it is to know yourself and your work before developing your author brand. Your brand has to be sustainable and it has to send the right message to your audience. Case in point, there’s a romance author (No. I’m not telling who it is) whose brand is “the author your mother warned you about.” I thought to myself, “Really? That’s what you’re going with?” Now, I don’t know about you, but my mother warned me against taking rides and candy from strangers, not about authors or books.

Double check your brand statement. Make sure it reflects a positive message about you and your work. You, your brand, and your work all go hand in hand --they have to send a singular, positive message in order to be believable in the marketplace and become something that you can build upon.

5. Selling Forward- I have many author friends and one thing I consistently see them do is promote one book at a time. Release day hits and they are on Facebook, Twitter, and email promoting one book at a time. In marketing, we’re always working six to twelve and sometimes eighteen months ahead.

Today’s gone.

In this marketer’s opinion I’d like to see an author say, “Thanks for your support of the release of Market or Die on sale now at Amazon.com, but be sure not to miss the next in my series, Market or Die: Integrated Marketing Plan Advice for Writers releasing this July and for you devout Market or Die fans, Market or Die: Sensible Advice on using Social Media will release in the fall of 2011.”

You see. I didn’t just sell one book – I sold three.

Don’t have an upcoming release that you can speak of? Sell your backlist. Sell yourself. Sell your upcoming personal appearances. Heck, sell something besides that one book. Maximize all opportunities to self-promote when you have a listening audience. You’ll be glad you did.

6. Market using an integrated strategy – Is #6 a shameless plug for my next Market or Die release? You bet. What did you expect? I’m a marketer. Shoot me if you like, but I wanted to write about the use of an integrated strategy because I don’t see too many authors doing it and, in this digital age, executing an integrated strategy is easy.

When you have a release, you want to promote a singular, positive message about that release, or next three releases, (see tip #5). List all the places where you can communicate that message and integrate them. Your integrated plan may include: Organic Searches (having people find your web presence WITHOUT costing you money), Paid searches (having people find your web presences which DOES cost you money), Mobile marketing (QR codes), promotions, print or digital advertising, social media (Twitter, Facebook and You Tube) and word-of mouth.

By implementing an integrated strategy authors can construct a social graph, which will help the author spot influencers (those who can help drive a purchasing decision), identify opportunities for collaboration and drive reader engagement therefore producing positive sales results. Just the kind of results we’re looking for!

HANK: Told you! Questions for Jennifer? She's here--and do take advantage of this wonderful access!
*******************************
Jennifer Fusco is the Creative & Brand Marketing Manager for the General Electric Company, North America. In her writing life, Jennifer is a member of RWA’s PRO network, Vice President of the Connecticut Romance Writers Association and a writer of paranormal romance.

To contact Jennifer with your marketing questions or to purchase a copy of MARKET OR DIE, please visit her website http://www.jennifer-fusco.com/

Write What You Know? Or...Who knows.

Yesterday, renowned publicist Maryglenn McCombs gave us a master class in marketing. Today--she gives us perfect blend of content and publicity and insight.

MARYGLENN MCCOMBS:

Mystery writers: should you write what you know?How about writing what you can teach?

One of the most familiar pieces of advice for writers is “write what you know.” But as familiar as it is, “write what you know” is also hotly-debated. Scholars differ as to whether or not this is good writing advice.

In a November, 2002 Publishers Weekly interview, Mary Higgins Clark was asked her opinion on “write what you know.” Her answer? “For starters, at least. Until you get more experience.”

But in a February, 1998 interview with Publishers Weekly, Nora Roberts took a different stance: “I know they say, 'Write what you know’ but I write what I want to know."

Whether a writer chooses to stick to the familiar or research the unknown, maybe the best piece of advice is the JungleRedWriters motto: writing well is the best revenge. After all, who would want to argue with either the Queen of Suspense or the Queen of the Romance novel?

I love mystery/suspense/thriller fiction—not just as a book publicist, but also as a reader. If I were forced to pick a side, I think I would vote ‘yes’ on “write what you know.” Why?

I love a good crime fiction novel that has an element of the author’s experience included—whether it is a doctor who writes good medical suspense, a lawyer or judge who writes a good legal thriller, or an investigative reporter in Boston and recent Anthony, Agatha, and Macavity award-winner (who shall go nameless) who writes excellent mysteries about an investigative reporter.

(HANK: Awwww.)

MARYGLENN: There is something intimate about getting a behind-the-scenes look at what an author’s world is really like. And I love to play the guessing game of what’s real and what’s simply the product of an author’s imagination. It’s been said that the truth is stranger than fiction, after all.

What started me thinking about “write what you know” is an outstanding mystery I recently read, Did Not Survive by Ann Littlewood. Ann, who was a zookeeper at the Portland Zoo for over a decade, used a fictional zoo as the setting of Did Not Survive and her first mystery, Night Kill. Ann is clearly writing what she knows—and it’s apparent in the detail included in the book.

But after reading Did Not Survive, (in the interest of full disclosure, Did Not Survive is a book I am representing) I started thinking that Ann took “write what you know” in a whole new direction—and wrote what she could teach.

Apart from being an excellent novel, Did Not Survive is fascinating and filled with great details about zoos, animal rights activists, endangered species, animal behavior, and the bonds between humans and animals. After I had found out whodunit, and closed the book, I kept thinking about it. And I’m still thinking about it.

The protagonist in Did Not Survive is Iris Oakley, a zookeeper who is thrust into extraordinary circumstances when she tries to rescue her boss being mauled to death by a reliable old zoo elephant. Lest I spoil the plot, it is questionable whether the elephant attacked and Iris is soon relegated into the role of amateur sleuth to find answers. No spoiler here, but investigating turns out to be, well, dangerous.

In addition to a colorful cast of human characters, Did Not Survive also features an exotic ensemble of animal characters, including Clouded Leopards, Spectacled Owls, a tiger named Rajah, and Damrey and Nakri, two Asian elephants who are central to the mystery.

In an interview on her website, http://www.annlittlewood.com/, Ann was asked why she chose elephants as characters in Did Not Survive: “Despite thousands of years of close contact, elephants are terribly challenging animals for people to accommodate. In captivity, they are difficult and expensive to maintain because they are so strong and smart. They need the companionship of other elephants, physical exercise, and mental stimulation to thrive. Delivering these requires deep expertise and long-term funding. That’s in captivity. In the wild, they need large expanses of natural areas, and they need not to be shot for their tusks or their destructiveness. Elephants are magnetic, iconic, and delightful. They are also dangerous. Elephants kill over 200 people a year in India alone. African elephants get more publicity, but Asian elephants, featured in Did Not Survive, are far more endangered.”

I walked away from reading Did Not Survive with a whole new appreciation for elephants, and definitely more of an understanding about animals, and zoos, than I had before I picked up the book. And maybe the next time the topic of zoos or Clouded Leopards or Asian elephants comes up in conversation, I’ll have something interesting to add.

I am all for reading books for pure entertainment, or good old escapist fun, but I also like the feeling that I learned something in the process. That’s precisely what separates a great book from an outstanding book, in my mind. Did Not Survive earns an “outstanding” from me, as the book and the details therein, are going to stay with me.

Ann Littlewood says she created her series of “zoo-dunnits” with the hope of educating people about animals and their difficulties in today’s world. I say she succeeded.

Writers, what do you think about writing what you know, or writing what you can teach?

I am all for both, but will go on record as saying that this doesn’t bode well for my career as a mystery writer. Maybe when there’s a demand for a mystery about a Nashville-based book publicist who loves Old English Sheepdogs, I’ll reconsider putting words to paper (and hiring an excellent editor.)

Till then, I think I should stick to promoting books.

Maryglenn McCombs is an independent book publicist who lives in Nashville, Tennessee, with her husband Tim Warnock, and their Old English Sheepdog, Garcia. For more information, visit http://www.maryglenn.com/ or email maryglenn@maryglenn.com

The Inside Scoop

HANK: Psssst. Hey. Over here. Any of you out there authors? Ever considered paying big bucks for a fabulous personal publicist? Have we got a deal for you. Maryglenn McCombs. In person. Right here and telling all.

:: Hey. Stop elbowing your way in here. There's room for everyone. ::

Maryglenn McCombs (seen here with Garcia!) is an independent book publicist who has worked in the book publishing industry since 1993.

We met at the amazing South Carolina Writers Workshop, where, (along with Michelle Howry of Simon and Schuster) we gave a panel we decided to call "The Truth Panel"-- where anyone could ask anything they wanted, and we 'd give the honest answer. It was great. And memorable. And hilarious. And I know I have a photo of the three of us. Somewhere.

But I'm so delighted she's joining us today--and she's a one-woman truth panel of her own.

MARYGLENN: If you are like most authors, you probably realize that in order to create demand for your book, you need to create awareness, and to create awareness, you need to promote your book.

If you thought your job was complete when you typed the words “the end,” think again: now more than ever, it is crucial that an author be actively involved in the promotion of his or her books.

Some authors prefer to do their own promotion, while others prefer to seek out a publicist to represent them. publishers offer PR support to their authors either by using an in-house publicist or a freelance publicist.

But if you don’t have a publicist assigned to help you, choose not to hire your own publicist, and decide to take the do-it-yourself route, here are seven tips that can help you navigate the murky waters of book promotion:

Tip #1 Understand that timing is everything.

So much of the PR work for a book is done before a book ever even hits the shelves—virtual shelves or brick-and-mortar shelves—so proper planning is crucial. Reviews, much like books themselves, don’t happen overnight. Well in advance of your book’s release, start thinking about the types of media outlets you would like to contact for reviews or coverage of your book, such as magazines, newspapers, online outlets, radio, television, blogs, etc. The next step is to come up with a plan.

Magazines, especially those lovely glossy monthly magazines that populate newsstands everywhere, tend to have the longest lead times. For instance, many of those magazines operate on a five-to-six month (or longer) lead time. What this means is that by May, many magazines are looking for Winter holiday ideas, and some are even thinking early Spring of the next year. Take the lead-time into consideration when contacting a magazine for an article, review, or story.

For example, if you have a book coming out in April, and you start contacting magazines in March, you are probably way too late to get coverage that will line up with your book’s release date.

Trade journals, or those magazines that cater to the book/library trade, also tend to be long lead, meaning that galleys or ARCs (the acronym for “Advance Review Copies”) should be sent to the trade journals approximately 4-5 months before the book’s publication date. The good news is that most of the trade journals, Publishers Weekly, Library Journal, and others, actually post their submission guidelines on their respective websites and explain what it is they want to receive, and when they want to receive it. How easy is that?

With some exceptions, newspapers and news services tend to operate on shorter lead times than magazines and journals, but the larger the outlet, the more lead time you should allow. Generally, the same is true for radio and television but there are exceptions.

Online outlets—blogs, web sites, etc.—are, in general, fairly short-lead. Again, there are exceptions, but I recommend contacting online outlets about 4-6 weeks in advance of a book’s release date.

Bear in mind that the goal should be for your consumer media coverage to happen when the book is available for purchase. The one caveat is that some of the trade journals do provide advance reviews of books. The book trade journals, also called “sell-in” publications, are geared to a trade audience, and not a consumer audience, so this is an area where an advance review can be extremely helpful.

Planning ahead is crucial for PR, especially if you want to do a thorough, comprehensive campaign. Understanding this important component can increase your chances of success in getting coverage of your book. So put together a plan that details the media outlets you plan to contact, and then put together a timeline for when to contact them.


TIP #2 Read before you write, or call, or send.

Read before you write. Know the person you are pitching, what they do (and don’t) write about, if there is a particular type of book they prefer to read, etc. Read their column, their blog, their site, etc. Don’t be afraid to comment on a story or review of theirs that you particularly enjoyed. If you genuinely like the way a writer or reviewer covers books and realistically think there is a chance that he/she might enjoy reading your book, don’t be scared to send an email, or, if the address is made public and they welcome review copies, send a book.

TIP #3 Know how to follow directions.

Sometimes, reviewers (such as those trade media journals referenced previously) actually tell you how they want to be contacted, what types of books they do and don’t want to receive, and in what format they would like to receive books.

Follow guidelines precisely. What better way to make a great first impression than to provide the reviewer or review outlet exactly what they want, exactly how they want it, exactly when they want it?

Following instructions signals that you have not only taken the time to familiarize yourself with their guidelines, but that you also realize that their guidelines are important and that you both acknowledge and respect the journalist enough to follow those guidelines. Do your part to make a journalist’s job easier.

TIP #4 Meet your two new best friends: “please” and “thank you.”

A little bit of polite can go a very long way. Say please and thank you (i.e., would you please consider my book for your magazine/blog/newspaper? And thank you for your time/your consideration.)

When you are seeking coverage for your book, do not make demands or try to impose deadlines on a journalist or reviewer. Demands and ultimatums may result in a reviewer not even considering your book.

Be able to take a “no”—or no response—graciously. It’s not personal. And even, or maybe especially, if a reviewer writes you back and says “thanks, but no thanks,” or “I’m overwhelmed with books right now and not taking on any new books,” please don’t hesitate to thank them for their feedback.

When someone takes the time to respond to me, even if it’s not the response I was hoping for, I do like to say thanks, because I really do appreciate it.

TIP #5 Be accommodating.

Does a reviewer need an interview within the hour? Do everything in your power to accommodate the request.

Does he or she need to have the book by tomorrow? Overnight it if finances permit.

Does he or she need a digital file of cover art, or an author photo? Send it promptly.
Be helpful, be accommodating, and follow through. A 100 word bio? Send a 100 word bio—and not a 500 word bio.


TIP #6 Fill requests promptly.

When a reviewer asks for a copy of the book, send it promptly (another way to make a great first impression.)

Do not leave a reviewer or journalist wondering why you never sent the book you promised you would send. Also, be mindful of pitching a book that you don’t have in-hand. The last thing you want is to get a reviewer excited about your book and anxious to read it, only to have to tell them that it will be months before you are able to provide a copy.

If you’ve been asked to guest post on a blog, or take part in an interview, whatever you do, do it, and meet the deadline. There is nothing worse than having a blogger or reviewer plan around a contribution that never comes in, or comes in too late to be of any use. It’s rude, it’s annoying, and it will probably guarantee that the blogger or reviewer will not want to work with you again.

And if you do guest blog, please remember that your work isn’t done once you submit the post. Check the blog regularly for any reader comments about your contribution, and respond. This is a great opportunity to interact with people who are reading your article or contribution or interview. Take advantage of that opportunity.

TIP # 7 Don’t forget about the reviewer after you get a review.

If there are certain outlets where you’re expecting or hoping for a review, read them regularly. Reviewers don’t always send reviews when they are complete, so do your part by keeping up with the places that may review your book.

Setting up a Google Alert on your name and book title can help you find coverage quickly, but some coverage may not be picked up by a Google search. It helps to keep an eye on the blogs or outlets you feel may offer coverage of your book.

Once a reviewer does review your book, or features a guest post from you on his or her blog, follow up to say “thank you.” And yes—even if it is a less-than-stellar review, a note of thanks is still appropriate.

One mystery novelist I represent surprised me by sending an exceedingly gracious and sincere note to a reviewer who had just panned his book. The reviewer, who was expecting an entirely different kind of note, emailed me to say how impressed he was with the author. You can bet that when this author writes his next book, I will pitch the same reviewer again—and while the reviewer may or may not remember the reasons why he didn’t like the author’s first book, I will bet the reviewer will remember that nice note the author sent.

Let people know you appreciate what they’ve done for you, and the time they’ve spent on your behalf. They’ll remember you for that, which may help open the door when you get in touch regarding your next book.

With that, I’ll leave you with three final pieces of advice about book promotion.

1. Do not be afraid to take chances when it comes to promoting your book. Sometimes you don’t know till you ask.

2. Do not get discouraged if the process of getting reviews takes time.

3. Enjoy the process. Promoting a book requires a great deal of patience, creativity, and tenacity, but it can also be fun and rewarding. If the process becomes draining, unpleasant, or tedious, take a break—and then try again with a different approach.

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Questions? Thoughts? And...applause! for Maryglenn. (And be sure to come back tomorrow--when she'll show us how she works her publicist magic!)

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A native of South Central Kentucky and graduate of Vanderbilt University, Maryglenn is an active volunteer with the Nashville Humane Association.

She lives in Nashville, Tennessee, with her husband, Tim Warnock, and their Old English Sheepdog, Garcia.

For more information, visit http://www.maryglenn.com/ or email maryglenn@maryglenn.com