Self Promotion 11/14/06

Mary Rosenblum

Hello all. I hope you have a great weekend!

Mary Rosenblum

This is the Tuesday Forum with me Mary Rosenblum LR Web Editor, fiction and nonfiction writer. We're talking about self promotion today. If you're new here, remember that you need to click on the Ask a Question button or the word bubble next to the red question mark at the top of the screen, or use the ask a question icon in order to ask a question. Your regular send bar won't reach me! You can also type /ask in front of your question in your regular send bar to reach me.

Mary Rosenblum

I thought I'd talk a bit about self promotion today.

Mary Rosenblum

With the new, inexpensive Print on Demand technology, we're seeing an explosion in small press publishers.

Mary Rosenblum

Some have high standards and are selective about what books they publisher.

Mary Rosenblum

Others simply publish anything remotely legible, making their money from quantity rather than quality.

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But these days readers are drowning in a sea of options. The question is...how do you make YOUR book stand out if you don't publish with a traditional

Mary Rosenblum

publisher who will put your books into thousands of chain bookstores?

Mary Rosenblum

Even if you DO publish with a traditional house, their promotion is minimal. Anything you can do to improve it is worthwhile.

Mary Rosenblum

Since very few writers have an unlimited bank account and money is usually a major issue

Mary Rosenblum

the question becomes what gets you the most 'bang for your buck'?

Mary Rosenblum

Of course, in this day and age we have a wide new world of promotion...the internet.

Mary Rosenblum

Before the internet, you had to pay quite a bit in order to bring your work to the attention of many potential readers, via print ads in newspapers or magazines.

geezer

It doesn't sound like the promotion for a traditional house is very great for a new writer

Mary Rosenblum

It isn't good for any writer, geeze, except the two or three top authors for the house.

Mary Rosenblum

BUT...

Mary Rosenblum

that is counterbalanced by the huge distribution network of the NY houses.

Mary Rosenblum

Your books are in bookstores all over the country, so it is easier to send readers to find your book.

Mary Rosenblum

Now that is beginning to change as more and more readers turn to amazon.com or some other internet source first for their books

Mary Rosenblum

rather than to their local Barnes and Noble or Books A Million.

Mary Rosenblum

There are several routes to 'reader attention'.

Mary Rosenblum

The best one is the one you can't really control at all, and it's what turns an unknown like Harry Potter or Snow Falling on Cedars into a blockbuster.

Mary Rosenblum

That is word of mouth.

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Readers tell their friends and their friends tell their friends and the news propagates in a geometric progression.

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That's the 'cheapest' way to get onto the best seller list, but as I said, nobody yet has figure out how to make that happen intentionally. That is what marketing departments are doing as their day job...

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trying to effect this. They are wrong WAY more often than they are right.

Mary Rosenblum

So if that happens to you, thank all the gods out there for that gift. :-)

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After that, reviews are your next cheapest form of advertising.

Mary Rosenblum

Reviewers do the promotion job for you.

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They tell all your readers how wonderful the book is, and readers who agree with most of the reviewer's opinions about books

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will put your book on the top of their 'buy' list.

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The bigger the audience for your reviewers column or audio spot, the more sales it will generate.

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This is something you CAN effect, even if you are published with a small press, and to some degree if you are self published.

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Your job is to decide who will enjoy reading your book.

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Who are your readers?

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Let's say you have a romance with an oder heroine...you might decide that your readers

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are probably middle aged women, and maybe your MC is a career woman who has never had a family.

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So you might think about trying for reviews in some of the magazines that target career women readers.

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If you are published, give a list of potential reviewers to your publisher and don't be shy about writing a dynamic

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review letter that your publisher can use, if you have any doubts about that person's ability to write a persuasive 'please review this' letter.

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Many publishers just send out a package of new books to a regular list of reviewers.

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The reviewer looks them over and chooses books that look good.

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But if you can get your publisher to send your book out solo to reviewers whose readers might already be interested

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and if it is accompanied by a letter that 'pitches' the book, you are much more likely to get a review.

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Reviewer cannot review all the thousands of books published every year.

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So you need to wave at them, get their attention, and get that review.

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As a brand new writer, they have NO reason to review your work unless they really like it

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and they don't always have time to read more than the cover blurb in order to decide which books to read for their column

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and of those books they may only review one or two.

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Don't just assume your publisher will send out lots of review copies. Many small press publishers are relative neophytes at this business

Mary Rosenblum

and don't understand the value of reviews or don't have a strong string of regular reviewers.

Mary Rosenblum

This is the Tuesday Forum with me Mary Rosenblum LR Web Editor, fiction and nonfiction writer. We're talking about self promotion today. If you're new here, remember that you need to click on the Ask a Question button or the word bubble next to the red question mark at the top of the screen, or use the ask a question icon in order to ask a question. Your regular send bar won't reach me! You can also type /ask in front of your question in your regular send bar to reach me.

Mary Rosenblum

If you are self published you have a HUGE obstacle to overcome.

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Through no fault of yours, the general belief is that self published books are lousy.

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And sadly, this is borne out by numbers.

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Remember... ANYONE can self publish, and many many people publish books that are full of typos, are nothing but rants, or have tremendous flaws in terms of craft.

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And that has become the reputation of self published books. I don't know of any reviewers who will read a self published book that shows up in his or her stack.

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BUT

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You can change that.

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Here you REALLY have to pitch the book to the reviewer. You have to make that reviewer think that even if this is self published, this book is worth a look, house policy aside.

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So your letter has to be a powerful pitch, very well written, and a razor-sharp hook.

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REALLY work on it.

Mary Rosenblum

You're fighting a huge stereotype about self published material.

Mary Rosenblum

This is the Tuesday Forum with me Mary Rosenblum LR Web Editor, fiction and nonfiction writer. We're talking about self promotion today. If you're new here, remember that you need to click on the Ask a Question button or the word bubble next to the red question mark at the top of the screen, or use the ask a question icon in order to ask a question. Your regular send bar won't reach me! You can also type /ask in front of your question in your regular send bar to reach me.

Mary Rosenblum

Another 'cheap advertising' route is through awards.

Mary Rosenblum

A plethora of fiction and nonfiction awards abound, from huge ones like the Pultizer and Pushcart, to small, regional ones specific to particular genres.

gskearney

I'd think this might be another place to go to your critique group. Get them to help with your pitch letter. --gk

Mary Rosenblum

Absolutely, gary.

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Get LOTS of feedback on that letter and polish the heck out of it.

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And DO check your grammar. :-)

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You'd be amazed how many query letters students write for me that are full of typos and lousy grammar.

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That letter is a 'writing test' and if you fail it, you fail it. The editor expects that your work will be as full of errors as that letter.

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If you attend a local writers conference that has a 'pitching workshop' take it.

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While you're not planning on pitching your book in person, some of the techniques you'll learn at a pitch workshop (for pitching your book or screenplay in person to an agent) will benefity you in query letters.

giantagain

I've had a bit of success with a really well written letter of introduction that I've sent to book stores along with a picture of the cover and the back cover write up

Mary Rosenblum

That's a very good practice, giant. Of course, you need to make sure that the bookstore can obtain your books.

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Many small press publishers do not distribute to the chains at all, and many not even distribute to independents.

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That is something to investigate BEFORE you choose that publisher!

barbiq

Would you recommend taking a gramer course at a local school?

Mary Rosenblum

Not at all, barbiq. Just ask an English teacher or someone like that to look at it for you.

Mary Rosenblum

Yes, if you have real grammar troubles, you SHOULD be taking a grammar course at a local communtiy college.

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Because your book won't sell if the grammar is terrible.

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I recommend taking the ESL courses. They are usually very grammar oriented and good courses, even

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if you're a native English speaker. :-)

giantagain

I recommend LRWG because they have awesome teachers :)

Mary Rosenblum

-) Well, there you get not only grammar help, but you also get help with all the other craft issues that go into writing.

erin

Is it appropriate to mention market ideas in a cover letter?

Mary Rosenblum

If you are submitting to a small press publisher it is HIGHLY appropriate, erin.

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One of the reasons a small press house (a selective small press publisher, not a quantity press) will choose or reject a manuscript

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is the marketability of that book.

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If you demonstrate to the publisher that a strong niche market for this book exists, the publisher is much more likely to publish it.

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In terms of awards, you can find out what awards are offered within your particular genre, usually on the website of that genre association. (MWA, SFWA, RWA etc).

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Google literary awards and see what pops up.

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Google literary awards and your region.

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Literary Awards Northwest.

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Literary Awards Romance

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Literary Awards New Writers

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You'll find a lot of small awards offered by various national and regional groups.

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Most require only the submission of one or a number of copies of the book.

sheneva1bcs

How does one determine the average reader of today in terms of age, sex, marital status, occupation?

Mary Rosenblum

Well, who will like your book, sheneva?

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If it's all about a Nascar driver who spends his time drinking and having sex and fighting with his girlfriend, what is the profile of the person who will read it and enjoy it?

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You decide. :-) It's YOUR book.

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Your book is not going to appeal to everyone out there.

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With a limted PR budget you probably can't afford a national ad campagne that will reach every reader in the US.

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So decide who will be MOST likely to read this and then think about how you can get that reader's attention.

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Here, you might want to try to get either an ad or a review in a car or offroad magazine, if you figure your readers

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might be guys who like cars in some way.

christopherdale

As I came in l late I don't know if this was covered - but calling the local radio stations and the local papers (College, local, etc) can do a LOT for cheap self-promo.

Mary Rosenblum

You're in good time, Chris. :-) We haven't covered that yet. But that's a good way to do it.

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You're probably more likely to get an interview from a small local station than, say, NPR.

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But local papers and magazine editors are usually hungry for original material and you can often get an interview that way.

giantagain

I found the email addresses for radio stations and book stores through search engine work.

Mary Rosenblum

Yeah, you can find a LOT of contact information for everything from bookstores to magazines to awards through some time spent with google or another search engine.

Mary Rosenblum

This is the Tuesday Forum with me Mary Rosenblum LR Web Editor, fiction and nonfiction writer. We're talking about self promotion today. If you're new here, remember that you need to click on the Ask a Question button or the word bubble next to the red question mark at the top of the screen, or use the ask a question icon in order to ask a question. Your regular send bar won't reach me! You can also type /ask in front of your question in your regular send bar to reach me.

auroara

If a book contains romance, mystery, comedy, and action how can you be sure what type of readers to target?

Mary Rosenblum

Well, start with something broad like gender. Will the readers be mostly men or mostly women?

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Younger or middle aged?

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That's a good beginning.

christopherdale

Also, I read that talking to mom and pop book stores, if you have some copies with you - they may allow you to set up shop and promote your book. And sign a few to allow them to sell will give them a little "something extra"...

Mary Rosenblum

Yes, but here we have to come to an understanding of how bookstores work and what bookstore owners need from YOU>

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Most small bookstore owners can not afford to stock your book if you are not distributed by one of the big distributors.

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And many small press publishers are not carried by Ingrams (one of the two)

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The reason is this.

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If the small owner pays 100 bucks to stock a few copies of your book and only one sells, he can return the unsold copies to Ingram for a refund.

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But if he pays 100 bucks to you for your books and one sells, he eats the rest of his investment.

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And since most Mom and Pop bookstores are marginally profitable if they're profitable at all

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they will only stock your books if they figure they can sell them.

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OR if you are willing to put them in the store 'on consignment'.

giantagain

Mary, have you ever self-published?

Mary Rosenblum

No, giant. I make my living writing which means I can't afford to self publish.

Mary Rosenblum

Not enough money in it.

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If I couldn't sell any other way, yeah, I'd do it. But as long as NY is willing to buy my books, I'll sell there first.

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I have friends who have self published.

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The ones who have written for a strong niche market and have done their promotion homework

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have made about as much as they would have selling a first novel.

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Maybe a couple of thousand dollars or so.

giantagain

What do you consider the benefits are of self publishing--if any?

Mary Rosenblum

To be honest, I see self publishing only as a route to publishing if you cannot get your book published any other way.

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You really are buried in a sea of mediocrity and few readers are willing to take a risk on a self published book

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unless you make them realize that this one is GOOD!

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Now if you have a strong niche market -- a friend of mine published a couple of humor books that appealed to dairy goat owners.

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They did very well in that tiny, niche market.

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Then you can make some money at this, but probably not a lot.

writermom

wow that is the best argument I'[ve heard for not self publishing\

Mary Rosenblum

You really should not consider self publishing as your first option

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unless you simply want to hold that published book in your hands, end of story.

justme

Hello Mary. Where can a writer learn what type of fiction is most popular and likely to succeed, and write to that?

Mary Rosenblum

Don't even try, justme.

Mary Rosenblum

You are very unlikely to succeed.

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You need to write what you read and enjoy most. You will be most likely to write a strong book in that genre.

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If you try to write 'for the market' in a genre you don't read in, it is highly unlikely that you will produce a strong book

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because you simply won't know the 'rules' of that genre

justme

Say I enjoy the market for which I write

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You should! So write in that genre. :-)

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In terms of sales, Romance is the biggest market.

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Mainstream next. Probably mystery after that.

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Essentially though, what sells your book as a novice author is passion. If you write a book without passion, with commercial intent only

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it just isn't likely to sell.

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That is one of the biggest mistakes beginners make...choosing to write a particular book because it might make them money.

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That is just about guaranteed failure.

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Write the book whose story grips you and won't let you go.

justme

What is mainstream:-)

Mary Rosenblum

Everything that is not genre. :-) I know that's vague, but it's a marketing category

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and some books marketed as mainstream are fantasies, SF, or mysteries. Or horror. :-)

giantagain

Could you give some samples of mainstream?

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Kingsolvers works,

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Snow Falling on Cedars by Peterson

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Tony Morrison's stuff.

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The Accidental Tourist.

geezer

I just read Hart's War (stahlag 13) would that be mainstream?

Mary Rosenblum

I haven't read it, geeze. Probably.

Mary Rosenblum

The other relatively cheap promotion you can use is the internet.

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These days, you really really do need a website.

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Your Internet Service Provider probably offers you free website space as part of your contract.

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And most of those offer a simple publishing interface so that even if you have NO CLUE about how to do a website, you can do one.

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They're usually very simple and clear to use.

erin

Do know where to find sample "marketing pitches?"

Mary Rosenblum

Not offhand, erin, but I bet you can find books on it. You'll find some articles on strong queries on the LR website in Writing Craft.

Mary Rosenblum

Try novel and nonfiction.

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The only problem with those ISP websites is the address is long and hard to follow.

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It's actually pretty simple to register a domaine name like yourname.com and use that.

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Gary Kearney has some good articles on computer use on the LR Website.

giantagain

would you be willing to give us a brief intro on how to do that?

Mary Rosenblum

Not here, but I bet I can solicit Chris or Gary to write up a brief, basic 'how to', Giant. :-)

gskearney

At the risk of self promotion, Christopher and I do have a fairly comprensive article on Internet publication here on the site. --gk

Mary Rosenblum

So these are some options that you can use in order to promote your work without spending money you don't have.

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One last bit...about signings.

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While signings are fun and a great way to meet fans, they aren't particularly good at generating sales

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unless the bookstore is willing to promote the signing.

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Sitting for an hour at Barnes and Noble without selling a single book is very discouraging

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Be sure that the bookstore will do some promotion before you go there to sign.

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Well, this has been a fun discussion and we'll talk more about promotion in the future.

Mary Rosenblum

Some writers I know are trying some new options, such as podcasts and serial postings on their websites.

christopherdale

- SELF PROMOTION time... http://author.candp-ent.com/CreateAWebsite/index.html :) :) :)

Mary Rosenblum

There you go, Chris. Free advertising. :-)

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I'll keep you posted about how those experiments turn out.

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Do join us tomorrow for our casual chat, right here.

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Same time.

christopherdale

THIS is the article Gary and I co-wrote////

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And it's a good one.

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It walks you through the steps of creating the website. I should feature that in next week's newsletter, Chris and Gary.

Mary Rosenblum

Well, I'll post the transcript of this in the usual place: Writing Craft: Forum Transcripts.

Mary Rosenblum

Thanks for coming all and have a good week!