the art of self promotion – Self Publishing Advisor

etsy, Kelly Speaks, Social Media Marketing

An Indie Author’s Social Media Primer | Etsy

If you’re a bibliophile, chances are you’ve heard of Etsy. Chances are you’ve shopped on Etsy––or at the very least, window-shopped. There’s something so winsome about this platform that just … sucks you in and then later spins you out, dazed and simultaneously envious of other peoples’ talents at handcrafts and carefully counting your change to see if you can afford to buy something beautiful today. I’m not speaking from experience, of course.

Okay, so I am. And what’s wrong with ogling a beautiful watercolor print of one of my favorite quotes, or eyeing a delicate little charm to add to my collection, or drooling (just a little) over the “reading fox” bookends––which happen to come in at #11 on this Buzzfeed contributor’s list of perfect gifts for the bibliophile in your life who already has all of the books that he or she might ever need. There are at least a dozen other Buzzfeed articles that cover the exact same ground, and this isn’t just because Etsy is a great place to shop. It’s because Etsy is a great place to both promote and sell, including for the self-published author!

When it comes to the big social media platforms out there, nobody quite knows what to do with Etsy. Is it social media? Or is it just some form of social shopping, translated from the physical mall into the digital sphere? The fact of the matter is, most people don’t think of Etsy as a digital gathering space for people so much as for objects, and that’s a crying shame. Etsy goes out of its way to provide a friendly platform for indie and self-published authors to sell their books––and nobody seems to be talking about this very important fact! And in large part, this mass silence can be attributed to one overarching misconception about Etsy:

Debunking the Great Etsy Myth: “It’s just a glorified Craigslist for selling vintage castoffs and overpriced coasters.”

Oh man, don’t get me started. (Well, we’re already started. This rant’s on me.) Unlike last week’s post, which delved into the book-lover’s best friend Goodreads, not a lot has been written about Etsy as a community and a platform for authors––so this is all relatively new territory in respect to writing out the theory, even though Etsy has long been supportive of its self-publishing shops. Etsy has gotten lots and lots and lots of attention, however, for carving out a vital place as a launching point for entrepreneurs of all kinds.

It’s easy to throw buzzwords like “entrepreneurial” around, but Etsy has a history of being absolutely serious about improving the lives of its users, particularly its marginalized, impoverished, or otherwise struggling users. And self-published authors know all about struggle, right? Sure, you can buy stuff on Etsy––but that’s not the only thing it’s good for, and if you spend even five minutes browsing the site’s many links and means of connection, you’ll get a good taste for why I’m including it in my list of Very Important Social Media Sites You Should Join Immediately! Here are just a few thoughts to get you started.

Top 5 Best Practices:

1. Join a team … or a few. Even before you list items in your Etsy shop to sell, you should take a gander through Etsy’s “Community” tab, and hone in on its ever-expanding list of “Teams.” I know of at least two that are dedicated specifically to authors––this one, and this one––and there’s at least one more that’s given over exclusively to Etsy users who take part in the November NaNoWriMo challenge. Quite apart from the wide-open general forums, these teams will help you find “your people” in Etsy. The author groups are, for the most part, small enough to feel comfortable and large enough to provide a diverse representation of all sorts of best practices as lived out in various authors’ stores. You don’t have to be an active seller on Etsy in order to take part in the teams and forums, which is a handy thing indeed for when you’re looking to launch your store but are still searching for ways to do so successfully!

2. Work the metadata! Yes, yes, I know that my continual harping on boosting your “findability” is probably starting to sound like a broken record … but it’s as accurate in application to Etsy as it is on Twitter, Instagram, Tumblr, Facebook, Goodreads, and everywhere else you can imagine. So: fill out your seller profile page fully, and mention all of the appropriate buzzwords––”self-publishing,” “children’s book author,” “author,” and et cetera. You can even use your profile picture to feature the cover art for your latest book. Etsy’s seller profiles, along with each item’s individual listing, feed directly into indexing search engines like Google, so give those algorithms some meat to chew on!

3. If you printed and made your own book, list it. There are constraints to what you can sell on Etsy, it’s true, and this is how the website has managed to differentiate itself from big box stores and that behemoth, Amazon. Its forté is in providing specially crafted goods of limited availability, either vintage or handmade. What qualifies as “handmade” turns out to be a rather amorphous mass of flexible options, so don’t despair! The easiest book to sell is going to be one you printed and packaged yourself, and if you’ve chosen a Print on Demand (POD) option like this author (who uses a local printing company in the UK) or this author (who used a digital printing company for comics artists, Ka-Blam) then you’re most likely still in the clear. If you’re unsure about where your POD company falls in respect to Etsy policy, it’s easy to drop an email to Etsy staff to confirm or to apply to work with an “outside manufacturer.” It’s helpful to approach these occasions not as obstacles, but as safeguards––Etsy simply wants to elevate demand by ensuring an item is of high quality and limited availability. Self-published books almost always fit these criteria!

4. If your book doesn’t quite fit the category of “handmade,” think “BUNDLE” instead! You can still take advantage of Etsy by offering your book for sale with a related craft item, perhaps a themed bookmark or other object or piece of limited-run merchandise that somehow ties back to your work. For example, you might include some handwritten recipe cards if you’ve self-published a cookbook, or include an original (and signed!) piece of art if you’ve self-published a picture book. Whatever you choose, you can either make it yourself or have someone else make it for you. Just make sure the bundle carries with it a significant personal touch! Think in terms of bundles, and think in terms of gifts. What would you buy to go with that new mystery you picked up for your husband? What item would just perfectly complete your Christmas package for your bibliophile of a best friend? These are the sorts of items that will round out your bundle!

5. Go digital. Etsy’s policies allow for automatic downloads when buyers purchase digital files. This absolutely includes ebooks! Most of the ebooks for sale on Etsy are, at present, craft-related or instructional guides (as this author/seller demonstrates), but there’s a growing cadre of authors in all genres finding representation there (if you don’t believe me, check out this author, and this one, and this one). The only limitations are size (20 MB or fewer) and format (.PDF files only), but these are relatively easy constraints to work around. And as always, Etsy demonstrates its eagerness to set its users up for success by posting a thorough “how-to” page for listing and selling digital items.

Most Overlooked Feature:

As you might have inferred from what I’ve already written, I think the most fearfully neglected asset Etsy has in its favor is its tight-knit community of staff and fellow author-sellers. If someone hasn’t already asked the question in their forums, and if they haven’t already addressed a concern in their “Online Labs” (found in the “Community” section) or in their “Help” pages, and if it hasn’t been thoroughly analyzed in the “Teams” discussions, then Etsy staff will go out of their way to help you out via email. Etsy’s founders want you to succeed. Your fellow authors and sellers want you to succeed. You want to succeed. It’s literally the perfect environment for a newcomer to dive into self-publishing, complete with a resilient safety net and a genuinely interested set of supportive people to serve as your cheer squad.

I hope you’ll join me in building this Social Media Primer! If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com. And remember to check back each Wednesday for your weekly dose of social media know-how. ♠

ABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

Alternative Marketing Methods, Book Design, Book Marketing, Book Promotion, Book Promotion Strategy, Cover Design, Kelly Speaks, Marketing Your Self-Published Book

Self-Publishing & Merchandising : Book Cover and Jacket Design

So here’s the thing: you’ve written a book. Now you have to sell it. But you’re going to self-publish, and you’re just self-conscious enough to do a little field research, so you drop on by your local indie bookstore, and you start thumbing through covers to see what you like and what you don’t like … and you start noticing a pattern. The self-published books on the shelf are, for one thing, pretty thin on the ground, and they’re also often less … attractive. What’s going on here? And how can you prevent your own book cover and jacket from fading into the background? Here are five tips to designing a standout, quality book cover or jacket.

[ Right now, I’m just going to deal with the outside of your book––and I’ll save the design components of the inside for next week. ]

1. Design with an awareness of genre.

Some of your greatest assets––and, potentially, stumbling blocks––as a book designer are the legacies of bygone books and the expectations of current readers. Designing a book specifically to fit in may not be the wisest move––it may remain undiscovered by blending in too well––but there are enormous benefits to paying attention to the visual brand of your book’s genre. Just think about it! We know in a flash––in less than a tenth of a second––and with great accuracy whether A, B, and C are all of a set in those popular web-based IQ tests. We will absolutely know if a book “fits” with its shelf-mates in the bookstore, because we can pause and linger and physically pick up the books involved.

Bold and blocky typefaced titles that occupy almost the whole of a book cover scream crime fiction; slim and minimal sans-serif fonts speak of literary nonfiction; distressing alludes to zombies and post apocalyptic literature; and a hand-lettered style hints at popular romance or young adult novels. (John Green, I’m looking at you.) There are, of course, a great many exceptions across all genres, but the clues are there: aside from title fonts and their size and placement, every genre has a long legacy of embedded symbols, imagery, and dynamic organization. Silhouettes, guns, and blood splashes are easy to place in the crime genre, but do you notice the color balance in a Nora Roberts book cover? How about the placement of carefully curated quotes on a nonfiction book, above or below the title? Or the fact that nature guides will often crowd out the author’s name altogether in favor of a full-page still shot of a bluejay, or a slice of Sydney Harbour? Before you settle, browse the aisles––and the Kindle store. If you’re going to depart from your genre’s expectations, then do so knowingly, with every keystroke. You may be setting your book up to stand out, but you may also be removing it from the visual radar of every reader who’s looking for a book in your genre.

2. Design with an awareness of spatial dimensions.

No, I don’t mean the astral plane, or the multiverse. I mean you should examine the balance between text and image, busy and clean, light and dark. Often a book cover will look radically different at different dimensions––say, as a physical book and as a thumbnail on the Kindle store––and seemingly small design choices can make your book look either extraordinary or extraordinarily terrible when the size of the image changes. Keeping your book cover design free of unnecessary clutter––shapes and colors and forms that you don’t need to convey important information––is essential. I can guarantee you that the titles leaping out at you as you’re scrolling through Amazon are the ones keeping their design simple enough––and uncluttered enough––that they appear beautiful, even as a tiny, 60 x 90 pixel thumbnail. Again, browsing what’s out there is your best guide to designing a great book cover yourself.

3. Design with an awareness of industry requirements.

By this I mean, particularly, to watch your back cover. You need to display your book’s EAN barcode somewhere on the cover, preferably without squashing or crowding the design. You’ll need to include an author photo and biographical snippet (“John Doe works as a marine biologist at Eckard College. He lives in Tampa with thirty mollusks and one delightful parakeet”). You should also include the book’s genre or category, a readable price, and contact information. The category may prove problematic, if your book is indeed cross-genre, but keep in mind this isn’t about smashing your book into a preconceived category, but about making your book findable for your readers. If you’ve ever heard of a keyword search, your book’s category performs many of the same functions.

4. Keep it legal.

“Don’t steal other people’s artwork” sounds a bit strong, but this is essentially what you’re doing if you utilize an image on your book cover or jacket that you don’t have permissions for. As you design your book, you absolutely must ensure you use only your own images, images you obtain by payment or permission, or images under the Creative Commons license. Creative Commons can become complicated to work out after the fact, if you just pluck something off of a Google image search, but there are many fine websites out there that are dedicated to providing nothing but Creative Commons photographs. Take a look at Stock.xchang (now FreeImages.com), Wikimedia Commons, Free Pixels, Fotolia, Image Base, Abstract Influence, and Flickr’s Creative Commons page (easy to find by clicking “Learn More” on their website). Basically, there’s no excuse for taking someone else’s image if it’s not on a Creative Commons license … there are so many legitimate options to choose from! (And if you really want, well, that image, then you should go to the necessary lengths to ensure you have the artist’s permission anyway, right?)

5. Make it yours.

One of the most commonly-heard questions in the self-published community is: “Should I pay someone else to design my cover, if it’s really so much work?” Ultimately, the answer is up to you. Will it significantly improve your quality of life by reducing the stress of learning new technologies and softwares and managing a writer’s life on top of all of that? Possibly. Never underestimate the power of a professionally-designed cover, especially in a world saturated with marginally acceptable self-published covers.

On the other hand, will releasing the design process into someone else’s hands also take creative control out of your own hands? Often, yes, it will. Always remember where you draw your line in the sand––at which point you’re comfortable surrendering the artistic direction of your book. If you want or need a designer, that’s great! Just make sure to do a little research, and to make sure you choose someone who chooses you back––and chooses to get on board with your vision for your book. That way, no matter who is out there shaping your visual brand, you can be confident that it will reflect … you!

[ NOTE: If you’re looking for the first blog in this post, a general overview of merchandising for self-published authors, you’ll want to look here. If you’re interested in reading up on extras and special editions, take a look at my second post in this series. ]

I’m realistic, or I like to think I am. This topic is bigger than just me and my own thoughts. I’d like to open the floor to you, dear reader. If you have any thoughts to share on the topic of merchandising, or questions you’d like answered, send them my way via the comments box below! I want to hear from you, and I love nothing more than a good excuse to do a little research if I don’t know something off of the top of my head. Jump on in!

Advocacy in Self-Publishing, Alternative Marketing Methods, Book Marketing, Book Promotion, Book Promotion Strategy, Contests, Kelly Speaks, Marketing Your Self-Published Book

Self-Publishing & Merchandising : Extras & Special Editions

Last week, I launched a new blog series on the ins and outs of merchandising with a quick definition. (“Simply put, merchandising is any and all practices and methods which boost product sales in a retail environment.”) And definitions are great and all, but we’re here to talk shop. To get under the skin of merchandising, to inhabit the world of successful merchandisers, we have to tackle each and every aspect of the process–in depth. This week, we’ll be taking a closer look at two of these aspects: “extras,” and special edition releases of your books.

What are “extras”?

“Extras” are anything you send out into the world related to your work that is not (quite) your book. Or at least, it’s not your book as most people know it. They’re the fiddly bits, the sweeteners, the “guess what I got this week?” element of book marketing. The no-frills approach to book sales is to put your book, and only your book, into the hands of your ideal readers. But we all know the process is more complicated than that, if we want to make profitable sales.

Identifying our ideal readers is one complicated conglomerate of issues unto itself, and connecting the dots between book and reader yet another (seemingly) hopeless tangle, and transforming the market so that more readers become ideal readers is … well, you get the picture. The creation, distribution, and controlled availability of “extras” is one highly effective way to unpick some of these knots. Why? Because they make your ideal readers feel privileged and affirmed in their good taste, while also serving as a siren call to new readers–a declaration that you, the author, are willing to go the extra mile to bring others alongside you, into the world of your book. And I’m not just talking about fictional worlds, here: every good book is a world unto itself, a universe even, that enwraps its readers in a shared sense of wonder, urgency, or belief.

“Extras” come in every possible form we can imagine, and sometimes figuring out what “extras” suit our books and our needs best is the larger task. But simply identifying them can be a challenge, too, so here is a short list of some of the more effective extras that leap to my mind:

creating swag, like bookmarks or postcards or tee-shirts, etc, to give away or raffle off at book readings and signings;
putting together a regular newsletter, physical or digital, to distribute to eager readers;
orchestrating giveaways, scavenger hunts, and other participatory contests to boost interest;
offering limited-offer “buy a physical book and unlock free digital content” sorts of specials;
publishing select chapters online for free, using interactive services such as WattPad; and
hosting quizzes, ask-and-answer sessions, or other author-centric material online using social media networks such as Tumblr.

(This is just to name a few.) As you can see, many of these “extras” fall into two loose categories: the physical fiddly bits, and the digital fiddly bits. It’s worth noting that, while focusing our talents into bundles that seem all of a kind–say, pairing a digital “extra” with an ebook release, or a physical “extra” with a physical book launch–may be an effective use of our time, it may not be the sole best way to boost our sales. Many readers who are highly engaged on social media will treasure a physical book or a physical “extra,” while many readers who hold fast to their physical libraries are ready and willing to branch out and experiment, if they’re invested in you, the author, and your vision of your world. Strategic cross-fertilization may be the best approach, so make sure you’re providing “extras” on both sides of the digital/physical divide–if possible.

Oh, right, I mentioned special editions too.

That’s right–I haven’t forgotten. The reason I save this second aspect of merchandising for after my discussion of “extras” is simple: many of the same rules apply. We’ve written about releasing special editions, whether ebook editions or other kinds of editions as a kind of promotional venture, before. We’ve even written about releasing special editions for holidays and for Kindles, respectively. The simple distillation of all of these prior posts might be to say: “The more editions we put out there, the more accessible our books, the more people who will hear of our books, and the more books we will sell.” The parallels between special editions and “extras” are fairly clear–just substitute “extras” for “editions.”

The key to successful merchandising for the self-published author is to make our readers feel special! We can make this happen with strategic bundles of “extras,” or by releasing new editions of previously published books. Both of these merchandising methods are built upon creating and distributing new access points to our works. Generating special offers that are limited in some way–in respect to time or quantity–whether on swag or giveaways or special editions–heightens the competitive edge to what we’re offering, and makes our books a topic of conversation. We want to balance ubiquity of our works–making it is available to as many people as possible–with an urgency to acquire it in certain incarnations or circumstances.

Next week, I’ll be examining merchandising through book and jacket design. I’d like to open the floor to you, dear reader. If you have any thoughts to share on the topic of merchandising, or questions you’d like answered, send them my way via the comments box below! I want to hear from you, and I love nothing more than a good excuse to do a little research if I don’t know something off of the top of my head. Jump on in!

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How to End Small Press Month

In honor of National Small Press Month, which celebrates small publishers and showcases the unique voices of the authors who choose them, I’ve shared promotional tips and advice each week this month. (Be sure to check out the previous posts: Why March is the Best Time to Promote Your Self-Published Book, 10 Ways to Promote Your Self-Published Book in March, Celebrate St. Patrick’s Day with Self-Publishing, and Connect with Others to Promote Your Book.)

After all that self promotion, it’s time to relax and recharge. Every hardworking writer needs to take a break to prevent burnout and take time to celebrate accomplishments. Here is how you should end Small Press Month.

1. Celebrate.

Reflect on everything you’ve accomplished this month and celebrate your success, no matter how big or small. Buy yourself a fun notebook or go out to dinner with people who support your work. You should be proud of your hard work.

2. Get inspired.

Taking a break from promoting your work doesn’t mean putting your writing work on hold; it simply means shifting tasks. Use this downtime to get inspired. You might just find an idea for your next book or a unique promotional idea. Read. Watch movies. Listen to music. Travel. Try something new. Socialize.

3. Set new goals.

Don’t stop just because Small Press Month is over. Set new writing and marketing goals. You are the maker of your own success.

ABOUT JODEE THAYER: With over 25 years of experience in sales and management, Jodee Thayer works as the Director of Author Services for Outskirts Press. The Author Services Department is composed of knowledgeable customer service reps and publishing consultants; together, they all focus on educating authors on the self-publishing process in order to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Jodee Thayer can put you on the right path.

Advocacy in Self-Publishing, Alternative Marketing Methods, Blogging Tips for Authors, Book Marketing, Book Promotion, Book Promotion Strategy, Book Reviews, Book Signings, Facebook, Kelly Speaks, Marketing Your Self-Published Book, Publishing Trends, Self-Publishing, Social Media Marketing, Viral Marketing, Writing

Diversity & Self-Publishing (ep. 3)

Week before last, I began to examine the ongoing conversation centering on diversity in self-publishing that has sprung up over the last couple of years, and only risen in importance and visibility since then. Last week, I addressed two questions:

What’s the track record of diversity in publishing? (and)
What about within self-publishing, specifically?

This week, I want to address two more questions. The first, as you’ll see, follows on immediately from number two, above:

Are there differences between the track records of traditional publishing and self-publishing in regards to diversity, and why or why not?

As MediaShift’s correspondent Miral Sattar notes in her excellent article for PBS, diversity has always had a little bit more of a foothold in the world of self-publishing than it has elsewhere. In large part, this can be traced back to the blue-collar, anti-establishmentarian streak that gave rise to the self-publishing industry in the first place. Wanting to place profits in the hand of an individual author as opposed to a company or a collective? When it comes to books, that’s a radical idea. Wanting control over the entire authorial, publishing, and marketing process? That, too, falls outside the established framework provided by traditional publishing. All of this independent thinking and hungering after self-realization has led to an environment that fosters rebels and self-starters and free-thinkers and otherwise marginalized peoples. That includes, of course, people of diverse origins, pursuits, and identities.

In her article, Sattar mentions a whole host of self-published authors, including CJ Lyons, Orna Ross, Lara Nance, HM Ward, Kailin Gow, Margarita Matos, Abdul Qayum Safi, Lozetta Hayden, Manuela Pentagelo, Tejas Desai, and Aleysha Proctor. And these are just a very few of a very great many self-published authors currently putting their books out there. There are others: Mary Sisney, Liz Castro, Nadeem Aslam, Johnny Townsend, Qasim Rashid, and so, so many more. The fact is, if you want to publish something that the mainstream publishing industry isn’t prepared to market, and which isn’t angling to be a blockbuster seller, then the generous spirit of the self-publishing world is always waiting. We live in a day and age, thankfully, when the self-published book is no longer synonymous with “I’m selling this out of the trunk of my car” (although that may still be the case), and with a whole host of resources out there, from internet forums to hybrid publishing firms, the self-publishing author can count on sending a high-quality–if radically counter-cultural–product out there into the world.

Why does diverse representation in literature and the industry matter? Why should we authors and readers and (self-)publishers care?

This fourth question is, in some ways, a much harder one to answer. As with many things in life, it might seem easy to fall back on a rote answer (you either do or you don’t), or to fall into the trap of trying to heavy-handedly preach readers into one perspective or another (because I said so!). The fact of the matter is, caring about something as radically life-changing as diversity and representation is more than just a private act, but it’s also something you can’t just tell people to do.

When someone leans in over the dinner table and asks me why they should care about diversity–as has happened fairly often this last year–I fall back on a whole retinue of explanations: the statistics about social stratification and advancement or regression, the ethical and moral ground upon which we build healthy and just societies, and the anecdotes of people I know who have found themselves on the wrong side of the line when it comes to representation. And of all of these arguments, the most effective one is, appropriately enough, one that requires a little imagination.

Imagine you are a child, any child who doesn’t look like a descendant of a hundred Caucasian family trees, who maybe doesn’t tip the scale quite to quite the same number as any of a thousand Disney Channel stars, who maybe comes from a faith background or an ethnic background that isn’t mainstream Christianity or undecided, who maybe has physical or emotional disabilities, who maybe identifies as something other than cisgendered or “straight” or is questioning their identity, who maybe comes from a dysfunctional family or society. Imagine you have any one of these attributes, or a whole heady cocktail of them, and ask yourself this question: Have you seen yourself in a popular book lately? How about on TV or in a movie–as the main character? Have you seen yourself anywhere but in the bathroom mirror and have you seen yourself compassionately rendered there?

I remember the first time I found myself in a book, the first time I encountered a character who looked and felt and acted and believed like me. It was absolutely, entirely, 100% life-changing.

Why should we care about diversity in publishing and self-publishing? Because we want our children to grow up knowing that they don’t have to live in the shadows. That they are lovable and loved. That they don’t need to bleach their skin or get rid of their accent or faith or private struggles in order to be a whole human being.

Explaining to a child who has never seen a familiar face or life story told on television or in books or in music why they’ve never seen that story is absolutely heartbreaking, not to mention difficult. One hopes that we don’t have to end that conversation with “…and it looks like it’s going to stay that way for a while.” One hopes we can end that conversation with: “But see? We’ve made progress, and here is a whole host of stories to get you started.” Others have put together powerful arguments why diversity in publishing (of any kind) is important, too, so I think there’s a lot of hope we’ll see change within our lifetimes.

These thoughts barely scratch the surface of these questions, much less the conversation as a whole. As I continue pondering how to go about touching on the other questions I posed two weeks ago, please drop me a line in the comments section below with your own thoughts or suggestions! And of course, check back next week as we explore still more of this complicated tangle!

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