Susanna Carr Blog » Articles by Susanna

Virtual Book Signings by Susanna Carr

Susanna — Tue, 15 May 2007 23:33:08 +0000

Not every author can schedule book signings into their promotional plan, but thanks to technology, there are easy and convenient alternatives to this traditional event. It can be as simple as an author signing her name on a plain label and mailing it to the reader, or as complex as organizing an online chat with a bookseller standing by to take book orders. If you look around to see what authors are doing, you’ll notice that there are three types of virtual signings: the exclusive signing, the special events signing, and the do-it-yourself signing.

Exclusive Signings: Does your favorite local bookstore have a website and a system to handle out-of-state requests? If they do, consider signing your stock for them on a regular basis and then point your online readership to their website. Although the sales will trickle in rather than skyrocket, this is a low-risk, no-obligation choice for everyone.

Special Events Signings: If you are hosting an online launch party or a chat, you can arrange for an online bookseller to handle the sales. I know of one online launch party where the small online bookseller was on hand to process the order right away. The author also had sent the bookseller goodies ahead of time to add to the package. Booksellers aren’t obligated to be available in real time, but they might require a guaranteed number of sold books. Shop around and compare for the best deals. Think you would like a special event signing that last for more than one night? I have heard that some romance-friendly websites will handle orders for signed books for their very special authors. This is usually for the month of the release and it’s part of a package deal that includes prominently featuring the author on their site, newsletter, etc. This cost money, and the site usually requires the author isn’t heavily featured on competing sites, so make sure it’s worth your while.

Do-It-Yourself Signings: Another version of the virtual signing is to offer a store section on your website and online payment service like PayPal. Readers can buy any autographed title from your entire booklist. The price should include shipping and handling. If you aren’t planning to do international mailings, be very clear about it. Some authors sweeten the deal by giving a small but exclusive gift with purchase. This type of signing is more work for the author, but the option allows consistent and convenient sales!

What you can do today?

On your website, offer to sign a personal inscription. Give readers step-by-step instructions on how and where to send you a copy of your book for you to autograph. I recommend asking for a SASE large enough to send it back to the reader, warning them that they won’t get the book back unless there’s enough postage. You can also include some lightweight goodies and bookmarks. Sometimes an open invitation like this is all it takes to connect with a fan.

Offer free autographed bookplates on your website. A bookplate is a plain mailing label that is big enough to hold your signature but small enough to fit easily on the title page of your book. You can also add a design and print out labels on a color copier to give it more pizzazz, but leave enough room to write! On your site, let the reader know if all you need is an e-mail request or if they’re required to send an SASE. This is another opportunity to include bookmarks and lightweight goodies. Not only is this an economical way for both reader and author, but the author can also build her mailing list from these requests.

This article first appeared in AuthorMBA.

3 Ways to Ruin a Query Letter by Susanna Carr

Susanna — Tue, 14 Dec 2004 17:02:16 +0000

Sometimes an extra touch to your query letter will help create a positive first impression. Sometimes it can even get you past the first read. However, there are times when an author goes too far and the extra touch backfires. Those times occur when the author has crossed the line from assertion to aggression. Jennifer Manguera, an office manager for a literary agency, lists three ways authors ruin first impressions:

Use Gimmicks and Tricks

Little gimmicks and tricks are memorable, but not in a good way. When an author writes her query on a paper airplane, it doesn’t take much imagination to figure out what the office staff will do with that query. Teasers are also not impressive, like the author who sent a picture of a squirrel, a roadmap and nothing else. Manguera says this submission confused her office intern until two days later when the office received the proposal about the author who traveled cross country and took pictures of squirrel signs throughout the

U.S.

Visual aids (such as machinery parts) are cumbersome, not to mention inconvenient when the author requests for the office to send it back. Manguera truly hates getting confetti in the envelope. She has been raised not to take candy from strangers, so don’t include chocolate with your query. Some authors add monetary “gifts” with the manuscript. Others offer money for a reading of the whole proposals. These extra touches will only guarantee an automatic rejection.

Decide That the Submission Process is for Everyone Else

Another ineffective touch is sending a full manuscript when a partial was requested. Giving the entire manuscript doesn’t mean you’re jumping over a step in the process. It can even cause slight delays. “Manuscripts aren’t always read on a first-come-first-serve basis,” Manguera confesses. “Agents are usually pressed for time. They will go through the pile and pull out the smaller packages because they’re looking for quick reads.”

Follow Up Again and Again and Again…

Writers unknowingly risk rejection when they call and email daily about the submission status. Unread manuscripts have been returned because the constant follow-ups show that those authors are going to be difficult to work with. Manguera is quick to point out that it is professional to call about the status when the wait has far exceeded the promised response time. When it comes to querying, go by this rule of thumb: make the submission process easier for the office and in the long run it will be easier on you.

Getting Past the First Read by Susanna Carr

Susanna — Tue, 14 Dec 2004 16:58:37 +0000

Which query letters make a good first impression? I asked this question to Jennifer Manguera, an office manager for a literary agency. Reading query letters is one of her responsibilities. She’s usually the first to read them, deciding which ones are passed on to the literary assistant or agent. Manguera said that a clean, error-free letter is more important than one would think. And you know how you hate getting form letters? She feels the same way and finds it a “nice touch” when a query is personalized. Here are a few more points Manguera made:

Do Your Homework

Be familiar with the books and authors the agency represents. An easy way to find the information is by visiting the agent’s website. Another way is to use the Search Inside the Book ™ service found on Amazon.com because many authors mention their agent in the dedication page.

Provide Credentials

Explain why you are the best person to write this book. This includes writing credits, contest wins and any pertinent expertise. People won’t read a long list of awards and credits, so hit the highlights.

Just the Facts

Give the basic, necessary information in the query letter. Do not send a mock-up of the cover you want or a marketing plan for your book. While these added features show initiative, it also shows a lack of awareness on how the industry works.

Don’t Brag

Too many writers tout themselves as “the next Nora Roberts”. If your work has a similar style or theme like a best-selling author, then say, “My work will appeal to those who read Nora Roberts”.

Overall, the author must show knowledge of her work, her genre, the publishing industry and the agent she is contacting. All of these elements will get the query past the first reading.

This article first appeared in Cata-Romance.

Stand Out in the Slush Pile by Susanna Carr

Susanna — Tue, 14 Dec 2004 16:52:50 +0000

If you visited an editor’s or agent’s office, the first thing you might notice is the amount of paper on the desk, chairs, floors, and on basically any flat surface. With that many queries, partials and fulls vying for attention, how are you going to get noticed? Here are some ideas from the people who read unsolicited proposals every day:

Color: During a conference workshop, Hilary Sares, editor at Kensington Publishing, suggested using color stationery. In a sea of white paper, any shade would stand out. Sares didn’t specify which color she’d prefer, so the next time you’re sorting your mail, consider which color you are favorably drawn to and find easy to read.

Letterhead: As an office manager for a literary agency, one of Jennifer Manguera’s responsibilities is doing a first read of the slush pile. She suggests having your name prominently displayed in the letterhead or on the envelope. She doesn’t recommend using artistic fonts because they are very difficult to read.

Logo: Go a step further with the letterhead idea and create a logo. The image should immediately identify your tone or subject matter. Manguera believes it’s easier to recall a visual than to remember a name.

Using these extra touches will increase your chances of a thorough response with a quick turn-around time. More importantly, these ideas will show you as a professional when first impressions count.

This article first appeared in Cata-Romance.

The Three E’s of Book Signings by Susanna Carr

Susanna — Wed, 01 Sep 2004 23:17:19 +0000

After working as the book signing coordinator for my local romance writers group, I realized that signings are not about selling books, but about building awareness with booksellers and readers. I also realized that in my career I would keep signings to a minimum. Why?

Signing Aren’t Effective: If you want to cultivate relationships with booksellers, do yourself a favor and don’t request a signing. Most store chains have adopted a policy refusing to host one unless a set number is guaranteed to sell. If you want to have a signing to connect with readers, attend events designed specifically for your target audience. For example, romance authors should participate in RWA’s Literacy Autographing or in the RT BookFair. Authors with small presses and e-publishers find great success in these events because the die-hard readers can’t get their books in traditional outlets.

Signings Aren’t Economical: Let me present the situation as a word problem: “For writer/mom Joan to do a book signing, she must first arrange for a $10 an hour babysitter. While Joan’s book sells at $5, she’s getting the royalties and makes 50 cents for every book sold. How many books must Joan sell at a 2-hour book signing for her to cover costs?” The answer will make you consider the world of babysitting. Now let’s look at the others costs Joan accrued to do a signing. If Joan followed all of the tips available on making a signing successful, she would have spent a good chunk of her advance on promo items, prizes for contest drawings, laminated posters of her book, snacks to lure readers to her table, etc.

Let’s not forget the amount of time she spent sending out news releases, writing her intercom announcement, and creating a presentation to go with her signing so it can be classified as an ‘event’. These are just a few recommended tasks to sell ten books. That’s right. Ten books. If Joan is lucky. Authors who have done book signings will tell you that selling 10 -15 books in two hours is more of the norm – on a good day. More often than not, no one will buy your book from your signing.

Granted, these scenarios might not apply to your situation, but you still can’t determine if the effort you put into the event will pay off. You need to decide if there is a marketing strategy that is more economical of your time and money than book signings.

Signings Aren’t Good for the Ego: A lot of new authors want to experience the rite of passage of a book signing. Ambitious writers are determined to do whatever they can to guarantee a good sell-through. These reasons are understandable – to a point. Before you participate in every signing opportunity because it might increase your numbers, first find out your publisher’s expectations. I once attended a workshop given by a publisher’s marketing VP and found that for a new author, she was only interested in the numbers from a specific segment of consumers. She would be excited about the author if the book sold 5% above predictions. However, if the numbers exceeded 5%, then it would be assumed someone in their offices miscalculated the profit and loss estimations.

For those who can’t wait to have a signing, ask yourself if the opportunity is good for your numbers… or good for your ego. If your heart is set on having a signing, budget your time and your enthusiasm. Many debut authors support their first book with weekends crammed packed with signings and later regret wasting that time when they could have been writing their follow-up book. Others cringe as they remember how much money they spent.

So the next time you’re putting together your marketing plan and wondering if you should include store signings, consider the three E’s: effectiveness, economy and ego. Chances are your time and efforts are better spent elsewhere.

This article first appeared in Funds for Writers.

Jump Start Your Book Sales reviewed by Susanna Carr

Susanna — Thu, 01 Jul 2004 22:59:33 +0000

Jump Start Your Book Sales by Marilyn and Tom Ross offer countless marketing and publicity ideas for authors and publishers. They argue that by increasing visibility and having your book available in areas outside of bookstores, you will acquire more sales. The Rosses give ideas and instructions about printed promotional materials, book signings and media publicity. They explain the maze of the book industry and the influence of booksellers, wholesalers, distributors and librarians. More importantly, they tell you how to work within the publishing system and how to gain readers. A large segment of Jump Start Your Book Sales is dedicated to money-saving tips on creating a direct mail campaign.

The authors also remind you to pursue the non-bookstores. They cite that 53% of books are not sold in traditional book retail. For example, if your book is about gardening, go after the lawn and garden stores in addition to the traditional bookstores. Have you ever considered getting your book in a catalog? Would you like your book as a premium or incentive that companies give to their clients and employees as a gift? What about book clubs and educational sales? You can find out how to go after these opportunities in this book. Jump Start Your Book Sales is the resource of resources. If you want to put together a media mailing list, Marilyn and Tom Ross will point you to the right directories. Want to get your book in museum gift stores? They will tell you about the common discount practices, how to give your book a special slant, and what associations to join.

Some of the ideas given in this book are for the self-published author, especially the first chapter. Even then, all publishing professionals can glean information. In fact, any one who reads Jump Start Your Book Sales will come away with useful, practical and money-making ideas. This review first appeared in EC Promotions.

Make a Name for Yourself reviewed by Susanna Carr

Susanna — Tue, 01 Jun 2004 22:56:14 +0000

If you don’t brand yourself, someone else will. That’s what Robin Fisher Roffer discovered while working as a television marketing executive. Now a brand strategist for the digital age, she wrote Make a Name for Yourself for businesswomen to gain control over how they are perceived. The eight steps include developing your brand description, creating your mission statement, identifying your target audience, making a contingency plan, finding a mentor, brand packaging, refining your brand’s presentation and strategizing your brand’s success. Don’t let the buzz words scare you – this is one of the easiest-reading business books I’ve come across. Packed with examples, exercises, anecdotes and analyses, Make a Name for Yourself will help you develop a brand that is true to yourself. The philosophy of this guide is based on authenticity. According to Fisher Roffer, “Consistency, clarity and authenticity are the holy trinity of a great brand.” She shows how to incorporate your values, strengths and interests into making a brand. Your brand will not only set you apart from others in your field, but it will also attract your audience and tell them what to expect.

After the first read of this book, you won’t have a brand, tagline and mission statement right away. There’s a lot of work involved. The author even suggests keeping a journal for the care and maintenance of your brand. But if you want to brand yourself before someone else does, then buy a copy of this book.

This review first appeared in EC Promotions.

On Writing reviewed by Susanna Carr

Susanna — Mon, 01 Mar 2004 23:12:51 +0000

Anyone who is interested in writing should read Stephen King’s On Writing: A Memoir of the Craft. It doesn’t matter whether you write literary or popular fiction, for personal or professional reasons, as a form of expression or as a way of life. This is a necessary resource for every writer. The book is broken into essentially three parts. The first part is a glimpse of King’s childhood and early struggles before Carrie, his first successful book. He believes that writers aren’t created, but rather “formed”. If you’re ever feeling disheartened about the submission process, reading the first part of this book will bolster your determination.

The middle of the book gets to the nitty-gritty of storytelling. King strips it down to the basics of vocabulary, grammar and style that he feels need to be mastered before working on the skills of description, dialogue and character development. He also delves into the writing process, such as reading and writing voraciously, doing revisions and research, and the importance of finding an I.R., or Ideal Reader. He grazes over the topics about critique groups, writing courses and the business aspect of publishing at the end of this section, keeping the emphasis firmly on the craft. The last part of the book describes his life after a serious accident. Not only did he rediscover that “the scariest moment is always just before you start” writing, but he also realizes that writing helped him get through a lot of tough moments in his life. And once again, the writing pushed the pain to the side and helped him on the long road to recovery.

If you are looking for a book about writing that will entertain, empower and educate, then you must pick up Stephen King’s On Writing: A Memoir of the Craft. This review first appeared in Dreamweaver.

Guerrilla Marketing for Writers reviewed by Susanna Carr

Susanna — Sun, 01 Feb 2004 22:52:25 +0000

Whether you write fiction or nonfiction, dealing with big publishers or small presses, Guerrilla Marketing for Writers serves as a springboard of ideas for all authors. Written in an easy-to-read format filled with lists and sidebars, authors Jay Conrad Levinson, Rick Frishman and Michael Larsen offer 100 ideas to market you and your work. Many of the ideas are free or low-cost, but require a consistent approach that calls for the author’s time, patience and imagination. The authors’ philosophy is to treat your work as a service rather than a product. They believe that by developing a niche, using technology and creating relationships, an author will find as much success as those who use traditional, costly methods of print ads, ARC mailings and short book tours. In fact, sustaining relationships with your readers, networks and treating your competition as collaborators are key elements in guerilla marketing.

Some of the ideas they offer will develop good marketing habits. Examples include The Rule of Five (do five things everyday to market your book), the 90/10 rule (spend 90% of your time taking a steady approach to establish yourself on one level and 10% of your time on the long-shots) and the 9/18 rule (contact the media 9 times in 18 months). However, some of the unconventional tactics listed in this book will work against you. The E-mail Chain Letter idea sounds suspiciously like SPAM and the idea to sell photocopies of your manuscript for feedback before approaching agents and publishers is a big no-no.

Overall, most the suggestions are sound advice as well as low-cost and effective when used as part of a long-term plan. If investing time, effort and ingenuity is a part of your marketing plan, Guerrilla Marketing for Writers is the resource for you.

This review first appeared in EC Promotions.

Publicize Your Book! reviewed by Susanna Carr

Susanna — Thu, 01 Jan 2004 22:51:14 +0000

What do you expect from your published book? What does your publisher expect from it? Perhaps more importantly, what marketing strategies do you expect from your publisher and yourself? If don’t have answers to those questions, you will after reading Publicize Your Book! by Jacqueline Deval. Deval guides you through the planning stages of a book promotion and tells you when to make your move to get what you want.

For example, she shows you the warning signs of an incompetent/overworked/disinterested in-house publicist. Even better, she tells you what to do about it. Need to know when you should hire a freelance publicist? Do you know how to hire one? It’s all in this book. One of Deval’s philosophies is to promote your book within your publishing house. Get involved early in the planning stages and meet the principal players on your publishing team. Deval firmly believes that you should develop a marketing plan and present it during the initial meetings. She spends a great deal of time on how to create a marketing plan, and the section is what makes this resource indispensable.

Some of the suggestions found in Publicize Your Book! will work better for non-fiction authors (like getting on Oprah), but there is a multitude of ideas every author can use. Deval walks you through launching print, radio, TV and Internet publicity campaigns in very easy-to-read instructions. She tells you what questions to ask to gain information you can use. There are also helpful appendices filled with resource lists and sample press materials. Small press and self-published authors will find this book extremely helpful, but if your work is with a large publishing house, Publicize Your Book! is a must-have resource. This review first appeared in EC Promotions.