ArE You GEnErATinG DEmAnD for Your Book?

So, what does a self-published author do? Here are a couple of ideas that can help generate more demand for your book.

Invest in Online Catalogs

If your publisher uses Ingram or Lightning Source, this is an option. Make sure you book is added to the catalog that comes out before your book is on sale. Besides investing in an online catalog, make sure that your book is listed with a 55% discount rate so larger online retailers will pick it up.

Most authors would love to see their books on bookstore shelves. Traditional publishers make that happen. The caveat? You must build an audience that proves your book is in demand. For the majority of authors, this will never happen because they did not build the audience that is waiting for the book.

Sell Your Book to Bookstores

This can be tricky and needs that 55% discount rate. While most authors do not realize it, their books go into bookstores on a “consignment” basis. This is tricky because you also need to mark Ingram/Lightning Source as returnable. This mean that you will get charged back for books that do not sell.

Traditional and hybrid publishing companies have their own sales teams. The salesperson will take a binder of books and sell the titles to the bookstore chain. You can do this yourself with a good sales pitch. Your pitch should include the following:

• Awards

• Notable media appearances

• Prominent reviews

• Bestseller list appearances

Leave a copy of your book and any marketing materials you have crafted.

Be a local Superstar

As a local author, you have an advantage: people in the community know you and are interested in supporting you. Go into your local bookstores in person and talk to the management.

If you have a specialty, go into specialty bookstores and offer your book and a workshop on the topic. This is an effective strategy for spiritual books. Often, smaller, local spiritual bookstores will welcome the book and workshop wo attract more people to their stores.

Bring Your Own Audience

One of the most brilliant strategies I have seen was an author who set up book signings in multiple cities. She was an influencer who had contacts in many major cities and asked people she knew to arrange signing parties. Once they had an accurate count of how many people would be at the party, they bought her books from a local bookstore. Bookstores have access to online purchases and can go in and order the books for the author. Here is an example: in Atlanta, the author’s friend set up a book signing at her golf club. Once she had a headcount and collected money to purchase the books retail, she ordered the books from the local Barnes and Noble.

Now she had 300 books, ordered from a local bookstore that contributed to her retail numbers. The retail numbers were added to bestseller sales, and she was listed on the BN Top 100. She also made the USA Today and WSJ Bestseller lists. Yes, this took a lot of managing and organizing, but the plan worked.

Use Your Author p latform

By the time you publish your book, you should have your platform built to the point that you can get yourself some media time. Have a book onesheet and a speaker sheet ready. You can guest blog, appear on podcasts, and take part in book promotions to get more demand for your book.

Juliet Clark is a six- time author, speaker and podcaster who has spent the last twenty years helping authors, coaches, speakers, and small businesses all over the world build expert audiences.

She started out as a mystery novelist and is best known or her books Gypsy, Granny Heist, and Dead by Dawn, and Pitchslapped. At age 46, she received a black belt in Tae Kwon Do and is an avid hiker and golfer.

When you hear the term “binge-worthy,” what comes to mind?

For me, it’s a comedy series like “The Marvelous Mrs. Maisel” and that guilty feeling of staying up way past my bedtime to watch just one more episode.

But why am I, a digital video marketer, talking about bingeworthy content to non-fiction authors?

There are two reasons. First, you want your social media content to be binge-worthy, so your audience will eagerly consume it, like their favorite on-demand series. And secondly, to make consistent content creation sustainable, batch-producing* is essential, especially when it comes to videos.

[*Batch-Producing is the art of writing, shooting, and/or editing multiple videos at a time. When properly applied, it can save you tons of time and money.]

So, what exactly makes content binge-worthy? We at Clock Wise Productions define it as content that is:

1. Timely (aka relevant)

2. Educational

3. Engaging

Think about the last time you went down a YouTube rabbit hole because you needed to learn something. The videos you watched might not have been the most exceptional ever created, but they were timely, relevant, educational, and engaging enough to solve your immediate problem and keep you watching.

I personally have binged content on everything from how to write compelling marketing emails to how to doodle Zentangles (if you’re not a doodler, don’t ask.)

How can you start creating bingeworthy content? I’m so glad you asked! It’s easier than most people think to get started.

Look at your content assets and your intellectual property, and make a list of what you have that could turn into a series (anything three videos and more is a series):

- You could create a series based on client FAQs

- You could create a series of favorite quotes, moments, or lessons from your books

- You could create a client testimonial series

The list goes on. Bottom line: start thinking about content to put onto social media in serial form.

If you can address your ideal client’s most burning problems one snack-sized video at a time, you strike gold. Also, creating content in serial form makes your posting schedule more manageable, generates better conversations around your content on social media, and ultimately leads to better engagement with your audience.

Do you have questions about creating binge-worthy video content? Email Nina at nina@clockwiseproductions.com or DM her on LinkedIn: https://www. linkedin.com/in/nina-froriep/

Hi! We’re Robin Friend Stift and Nina Froriep of Clock Wise Productions, a New York City based video marketing company.

We teach authors, speakers, business coaches, and consultants to create easy and impactful video content for LinkedIn so they can enlighten, change, and disrupt the status quo of their industry. And we’re super excited that Juliet asked us to be your video marketing experts for 2023.

Over the next 12 months, we plan on giving you a quick overview of all aspects of video marketing to get your creative juices flowing and to get your most burning video marketing questions answered. AND, to that end we would love to hear from you! Send us a DM on LinkedIn or email Nina: nina@clockwiseproductions.com or DM her on LinkedIn: https://www.linkedin.com/ in/nina-froriep/

Nina Froriep helps mission-driven entrepreneurs to grow their business with consistent and easyto-implement video marketing through one-onone coaching or peer-learning. I’m a filmmaker, producer and director with 30 years experience and a small business owner of 23 years. I’ve seen it all from the early days on independent features, to big national TV commercials, corporate megashows and many documentary films.

As an author, getting your work noticed by the media is essential to promoting your brand and increasing your readership. One of the best ways to do this is by releasing a press release. A press release is a written communication sent to media members to announce something newsworthy, such as a book launch, author event, or award.

A press release aims to attract media attention and get your story published in newspapers, magazines, blogs, and other news outlets. A press release can generate buzz and increase book sales and author visibility when done correctly.

So, what should you include in a press release? Here are some key elements:

1. Headline. The headline should be attentiongrabbing and concise. It should sum up the main point of the press release in a few words.

2. Introduction. The first paragraph should briefly overview the news you’re announcing. It should answer the questions: Who? What? When? Where? and Why?

3. Body. The body of the press release should provide more details about the news you’re announcing. This is where you can include quotes from the author, information about the book, and any other relevant details.

4. Contact information. Make sure to include your contact information, including your name, phone number, email address, and website. This makes it easy for media members to contact you if they have questions and want to schedule an interview.

5. Boilerplate. A boilerplate is a short paragraph that provides background information about you as an author. This can include a brief bio, information about your previous books, and any awards or accolades you’ve received. You can also include a boilerplate about your company using the same format.

Now that you know what to include in a press release, how do you write one? Here are some tips:

1. Keep it concise. A press release should be one page long at maximum. Sticking to the essential details and avoiding including unnecessary information.

2. Write in the third person. A press release should be journalistic, which means you should write in the third person and avoid using firstperson pronouns.

3. Use quotes. Including quotes from the author or other relevant people can add credibility and interest to your press release.

4. Proofread. Review your press release carefully before sending it out. Errors and typos can make you look unprofessional.

5. Follow up. Be bold and follow up with media members after sending your press release. A quick phone call or email can help you build a relationship and increase your chances of getting coverage.

In conclusion, writing a press release is important to promote your work as an author. By including key elements like a headline, introduction, body, contact information, and boilerplate, you can craft a compelling press release that attracts media attention and helps you reach new readers. By following these tips, you’ll be well on your way to success! To download free templates and the free book Media Magic: Instantly Get Radio, TV, Print, and Internet Press to Give You Limitless Publicity, go to www. MediaMagicBook.com. Want help doing it yourself or donefor-you PR and press kit services at www.ShannonProcise.com/ superbrand.

Shannon Procise has successfully attained over $3.2M in FREE publicity and is notorious for being the owner of the “Million Dollar Rolodex” and teaching others how to do the same. She has trained and coached thousands of individuals in marketing, event production, business development, and personal growth. Shannon is the creator of a magnetic community - the Business Acceleration Network, where she guides businesses to build a successful enterprise while having fun and making lots of money.