A Case Study of a Book Fair Booth That Works

By Carolyn Howard-Johnson, author of the multi award-winning #HowToDoItFrugally Series of books for writers

I often encourage my clients to reach a bit farther than one expects from a new author--regardless of their expertise or experience. For one thing, the services available to authors (like spots at in book fair booths) are often bare-bones. The alternative may be to do-it-yourself and even make a profit which can then be used to boost the author's marketing budget for the future.

I once sponsored book fair booths at the LA TimesFestival of Books with Joyce Faulkner after we started a writers' group called Authors' Coalition.  Slowly and at considerable cost—one year at a time—I learned what works for book fairs, tradeshows, and other public events and what doesn’t. My booth partners and I used tons of value-added promotions including:

• We shared printing and postage costs of catalogs we produced ourselves that featured booth participants’ books and an invitation to the fair. With permission, we used the fair logo to give the catalog credibility. We sent our catalog to book buyers, media, and influentials like movie producers (because that fair is in the middle of Hollywood land).

• We produced a video/trailer featuring booth participants at an additional charge. The charge made it more likely that our video stars would use it for their blogs, websites, and other promotion both before and after the fair and we ran it on a large screen in our booth.

Note: Because CDs can be produced inexpensively in large quantities, we recycled much of the content we developed for these videos and trailers onto CDs to be given away. A participating author offered our freebies to visitors saying, “A CD for your PC?” Fairgoers rarely declined our offer.

• Books (often overruns or slightly damaged) donated by other authors became gifts-with-purchase of other books from our booth.

• A drawing for a gift basket was successful because it garnered the contact information of many readers. We shared that information with all booth participants, too.

• We produced totes and bags featuring our bookcover images and our booth number. We gave them to folks to carry the books they had purchased from us. These bags then became advertisements for our booth as our customers carried them around the grounds.

• Some of our booth participants wore T-shirts emblazoned with images of their bookcovers, their website addresses, and our booth number.

• Each participant produced posters that we used to decorate the booth.

• We had mini training sessions for our booth participants in which we urged them to talk up one another’s books, guided them through promotion possibilities and display techniques, and gave them resources for promotion materials.

Authors' Coalition eventually demanded too much of our time, but what we learned promotion possibilities has been useful ever since. We sometimes volunteer one or more of the above promotions in trade for an organization's booth fee. We sometimes consult with organizations who plan booths for their members. And, occasionally, we get permission from booth planners to let us piggyback our for-profit services on their booth plans with a percentage of the sales going back to the originating organization. That's a win-win for everyone.

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Carolyn Howard-Johnson is an award-winning novelist, poet, and author of the HowToDoItFrugally Series of books for writers. She taught editing and marketing classes at UCLA Extension’s world-renowned Writers’ Program for nearly a decade and carefully chooses one novel she believes in a year to edit. The Frugal Editor (bit.ly/FrugalEditor) award-winner as well as the winner of Reader View's Literary Award in the publishing category. She is the recipient of both the California Legislature's Woman of the Year in Arts and Entertainment Award and the coveted Irwin award. She appears in commercials for the likes of Blue Shield, Disney Cruises (Japan), and Time-Life CDs and is a popular speaker at writers’ conferences. Her website is www.HowToDoItFrugally.com.

Traditional Publishing and the Author Platform - Be Realistic

Best sellers happen to unknown authors. Getting on the New York Times Best Seller list happens. Breakout books happen to new authors.

But . . .

Yes, of course, there’s a ‘but.’ Statistically speaking, about 80% or more of all books don’t succeed.

Every new author needs to enter the publishing arena with open eyes. She needs to be realistic as to what’s required of her and what her chances are.

So, how do you help increase your chances of getting your book to succeed? How do you create a successful writing career, even if you don’t have a breakout book?

3 of the Most Important Tips to Effective Author Platform Building and Book Marketing

Whether you landed a book contract or not (if you’re self-publishing these three tips are just as important, if not more so):

1. You absolutely need an author website. And, it needs to be optimized.

Optimization means having the right domain name, the right website title and subtitle, using keywords, optimizing your blog posts, creating the ‘right’ web pages, using optimized images, and so on.

Another key optimization trick is to keep your website simple: easy to read, easy to navigate, and uncluttered.

If you want to learn how to create an optimized website, or if you already have one but need to optimize it, you should check out Bluehost. They have techs to help you get your site up and running for FREE if you get their hosting service.

You can get your website up and running in one day or take five days.
It’s got one-on-one with the instructor and video training.

2. You need an understanding of how to market you book.

According to the February 2013 issue of The Writer, “The slam-dunk team” article explains, “Publishing houses want a business partner, someone who’s going to work hard from the get-go, tirelessly promoting, working connections, and never saying no to an opportunity.”

Do you know how to blog effectively? Do you know about creating a subscriber list and using email marketing for more sales? Do you know how to work social media marketing to increase website traffic, boost authority, and boost sales?

These marketing strategies are all part of an optimized author/writer platform – they’re considered inbound marketing. While it’s all must-know-stuff, it can be easy to do.

There are lots of online opportunities to learn these skills. One super-effective and super-reasonable tool is this 4-week e-class through WOW! Women on Writing:

Give Your Author/Writer Business a Boost with Inbound Marketing

3. Put your website and new found knowledge to work.

It’s true there is much involved in building your platform and book marketing, but once you get the hang of it, it will become second-nature. Think of it like a puzzle. You have to put the pieces together before you get the results you want.

Have an optimized author website; create an Amazon Author Page; get book reviews; blog your way to traffic; use email marketing to promote new releases; and use social media marketing to widen your marketing reach.

Give your publisher what she wants: A book marketing savvy author.

4. This is a bonus tip:

According to just about all expert book marketers, including Chuck Sambuchino and Jane Friedman, you need to have all your marketing strategies in place before you even start submitting to book publishers or literary agents.

So, if you’re writing a book or you’re in the submissions process, be sure to get your author platform and book marketing strategies in place.

Be able to tell a publisher or agent that, YES – you can help market your book.

This article was first published at:
http://karencioffiwritingforchildren.com/2016/11/06/traditional-publishing-and-the-author-platform-be-realistic/

Karen Cioffi is an award-winning children’s author and children’s ghostwriter as well as the founder and editor-in-chief of Writers on the Move. She is also an author/writer online platform instructor with WOW! Women on Writing.

You can check out Karen’s e-classes through WOW! at:
http://www.articlewritingdoctor.com/content-marketing-tools/

And, be sure to connect with Karen at:
Twitter http://twitter.com/KarenCV
LinkedIn  http://www.linkedin.com/in/karencioffiventrice


MORE ON WRITING AND BOOK MARKETING

SEO or Authors Part10 - Friendly URLs for Blogposts

The Ins-and-Outs of Contests and Your Book

How to Name Your Protagonist

Extending Life of Authors' Fave Reviews - Free Resource

Sometimes a review so good comes along that authors are loathe to let it die. They might include it in their media kit or add it to their websites. But then they run out of ideas for it.

But wait! Its life can be extended with new Nonfiction Authors Association’s member Carolyn Howard-Johnson's blog.

The New Book Review is a review blog that doesn't judge a book by its cover or by the press used to print it. If one reviewer loved a book, that qualifies it for more coverage. If a book is so new the author may submit a synopsis. Authors, publicists, and reviewers are asked to follow the guidelines given in the left column of the blog and, in return, are asked only to let their fans and the media know it is there through their networking channels. That helps expose every review on the blog (a cross-promotion of sorts) and gives authors an opportunity to reach the reading public.

Many authors who submit include author bios and information on their reviewers. In turn, authors use information in each review as a resource—the names of reviewers, review sites, publicists and more. A search engine helps visitors to find past reviews using keywords.

The blogger, Carolyn Howard-Johnson brings her experience as a publicist, journalist, marketer, and retailer to the advice she gives in her HowToDoItFrugally series of books for writers and the many classes she taught for nearly a decade as instructor for UCLA Extension’s world-renown Writers’ Program. She is dedicated to helping other writers with free services like The New Book Review as well as the the books in her HowToDoItFrugally Series of books for writers which have won multiple awards.

Check out the author's  Back to Literature column for www.MyShelf.com.

Tips on Author Interviews

"Hurry it up. We're burnin' daylight." John Wayne

Preparing for my first author interview, as part of my marketing plan in my quest to launch my first book, has been challenging and, yes, fun. The only catch? No one has asked me for an interview yet!

No worries! It’s all part of my plan: to be prepared. Your quest for interviews comes in three parts: How to seek interviews with fellow authors; how to breeze through your own interviews, and for live interviews, what kind of technology you will need. Today we will take a look at how to conduct a standard text interview.

So, you Want to Interview an Author

Once you’ve chosen the author you’d like to interview, send an email or letter with your request. In the body, include:

• An offer of a time that is convenient for her
• Explain where the interview will appear and the date it will appear
• Offer to send her a link and a copy
• Request a photo
• Send her the questions ahead of time.

Questions to ask authors abound. The best advice I found was not to make your questions boring:

• Where do you get your ideas?
• What is your writing process like?
• What advice do you have for writers?

First up: Read the author’s book. Become acquainted with other books the author has written and what people are saying about them. Visit the author’s website/blog/online marketing pages, etc. Once you are thoroughly familiar with the author’s books, life, goals, etc., you will have an excellent framework for you to ask the best possible questions.

Here is a sample of questions found through a simple Google search. Please browse through the website addresses at the end of this post for more question suggestions, and excellent advice.

• What is the first book that made you cry?
• What are common traps for aspiring writers?
• Have you ever considered writing under a pseudonym?
• Do you try to be original or to deliver to readers what they want?
• What’s the best way to market your books?

Ingrid Sundberg, one of my favorite author/bloggers, begins her interview with a big welcome, and, “Happy to have you here. Please introduce yourself and your books to my readership.” In an interview with YA fantasy writer Christopher D. Morgan, she delves into his writing process: asks if he's a plotter or punster, and in building a fantasy world, a difficult process, she asks, “What are your secrets to world building? And how do you keep all your worlds straight?”

At the end of Ingrid's thorough interviews, I especially like what she calls a “Lightning Round,” in which she shoots for quick answers.

• Most influential author on you and your work.
• If you could time travel, when/where would you go?
• What are you going to dress up as for Halloween?
• If you were a super hero, what color would your hair be?
• Favorite word.
• Least favorite word.
• Biggest fear.

Hands down, my favorite interviewer is, Tah-dah!, Middle Grade Ninja himself, author and top blogger, Rob Kent. Ninja asks the same 7 Questions to each author and displays his interviews in the same way for each author.

Oh my, it’s good.

In the column on the left you will find links to the extensive list of authors he has interviewed, including Bruce Coville, Dan Gutman, and M.T. Anderson, to name a few. Please visit Ninja’s site to learn what his 7 Questions are. And take note: Each interview begins with a terrific photo of the author, then come the 7 Questions, and at the end, a video.

Important: After the interview, be sure to send a thank you to your authors. Some interviewers even send them a gift—a signed copy of your book, or swag.

Get your Ducks in a Row

Now it’s your turn. How can you prepare for your first interview?

• Start a file with the questions you expect to be asked. Take the time to type out your answers. When the inevitable interviewer comes knocking (or emailing, as the case may be), your subconscious will have your answers at the ready.

• If you haven’t already, have professional publicity photos taken to use as your head shots. And better, recognize photo ops when they occur, and make sure you keep the photos in your files for more informal occasions. Check out the cool informal shots on Ninja’s blog. They show the zaniness of the authors, in spades.

• Prepare a video and again, watch some Ninja videos. They’re lively, fun, wacky—not boring!

Next up: Live Author Interviews

https://thejohnfox.com/2016/06/good-questions-to-ask-an-author/ 

https://justinelarbalestier.com/blog/2010/01/11/how-to-conduct-an-interview/ 

http://ingridsundberg.com/blog/ 

http://www.middlegradeninja.com 

https://parchmentgirl.com/interview-authors-blog/

Image courtesy of: www.publicdomainpictures.net/ 

Coming soon!

Linda Wilson, a former elementary teacher and ICL graduate, has published over 150 articles for adults and children, and several short stories for children. Her first book, Secret in the Stars: An Abi Wunder Mystery, a mystery/ghost story for children 7-11 years old, is hot off the press and will be available soon. Currently, she is hard at work on The Ghost of Janey Brown, Book Two in the series. Follow Linda at www.lindawilsonauthor.com.