Marketing Tips

Self-Publishing Book Expo Recap

This past weekend, Lulu.com was proud to once again be a sponsor of the Self-Publishing Book Expo (SPBE), which is now in its sixth year and was held in New York City. Originally created for authors considering self-publishing as an alternative to traditional publishing, the expo has expanded and now features lectures, panels and workshops targeting both novice and experienced independent authors.

This year, two members of our team and a Lulu.com author participated in panel discussions throughout the day. Dan Dillon (Product Marketing) led discussions on Team Building, Advanced Marketing and participated in the Ask an Expert panel. While Dan was sharing his expertise, I manned the exhibition booth and moderated the Formatting panel discussion. Even more exciting, Lulu.com author Pascale Kavanagh, author of Fish Tails & Lady Legs, was a featured speaker in the Romance Authors’ workshop.

Expand Your Distribution and Reach More Readers

At Lulu.com, we want to give every author the tools they need to have a chance at success. After all, there’s a lot to do with your self-published book between editing it, formatting it and designing the perfect cover. That doesn’t even include writing it! But there’s one aspect you might not have given a lot of thought to yet: how exactly are you going to sell your book?

Selling on Lulu.com is a great start, but to reach the largest pool of potential readers you need to be in the most stores possible – that means Amazon.com, BarnesandNoble.com and more. Luckily, Lulu.com’s globalREACH distribution service lists your book on websites around the world in a few quick steps.

So why should your book have globalREACH? Well, there’s no reason not to get it! Worried that it’ll take too much time and effort on your part to get everything set-up? Think again – it couldn’t be any easier.

Critterkin is activating young readers in a whole new way

Final Kindness Quilt - Paper1

Jena Ball, author of the children’s CritterKin Book Series, is taking the way kids read and interact with her stories and characters to a whole new level. As part of the “CritterKin Be Kind” project, Ball has been working with 43 third graders from Bellevue Elementary School’s summer reading program, not only fostering literacy in children, but also imagination by taking her books and turning the themes into a tangible expressions of kindness called the “CritterKin Kindness Quilt.”

During the three week program, Ball has helped these children to experience, learn about, and use kindness. Not only did the kids have read an entire book, they also created three versions of a ”CritterKin Kindness Quilt” (paper, fabric and digital) while blogging and writing poetry about their adventures, as well. In a grand finale today, the children will be performing the last chapter of the book as a play . The play will be open not only to the  local Bellevue, Nebraska community, but to the entire world as well. Since technology has played a huge roll in the project, the play will actually be mass broadcast for anyone to tune into on a custom Google Hangout.

We sincerely applaud all of the effort that has gone into this initiative and hope that you will consider joining for what promises to be a wonderful, giggle filled celebration of 43 terrific kids and  their work:

WHEN: Friday, June 20th at 1:30 pm (CST)
Google Hangout: Visit this Google+ Page for the link: https://plus.google.com/events/chst5ksdn7b5iv1rn6eb3be21to

To learn more about the book, Lead With Your Heart,  that inspired the program and the play, please visit the CritterKin books page: http://wp.me/P37dkL-kp-0p

To see how you can start your own “CritterKin Be Kind” project, visit the CritterKin “Be Kind” page: http://wp.me/P37dkL-bO

Marketing your book for success: an interview with Dr. Alwin Lewis

Contributed by Dan Dillon, Lulu’s amazingly fantastic Product Marketing Director.

ld-drlewis-about

The authors who use Lulu.com to share their books with the world are really good at writing. It just so happens that they’re really good at marketing their books as well. Case in point: Dr. Al Lewis, author of “Why Weight Around?” was recently featured on The Dr. Oz Show, where he was interviewed by Dr. Oz himself. You can watch the two-part segment: Part 1  and Part 2. We recently caught up with Dr. Lewis and him to share some of his secrets for effective book marketing. Here’s what he told us:

Lulu.com: How did you land the “Why Wait Around?” segment on the Dr. Oz Show?
Dr. Lewis: The producers from the Dr. Oz Show called my office out of the blue one day. Within a month, I had taped the show. The word is getting around.

Lulu.com: Why do you think your book has been successful?
Dr. Lewis: It provides the most consistent, powerful weight loss strategy available on the market today.

Lulu.com: How did you first go about finding an audience for your book?
Dr. Lewis: The audience for whom I was writing are my patients. They drove me to write it, and in many ways they supplied the content. Because of the success I was having with my patients who did the program I decided to publish it, and Lulu.com was a perfect fit for me and my needs.

Lulu.com: What are the essential parts of your book marketing plan?
Dr. Lewis: I rely on word-of-mouth publicity to market my book.

Lulu.com: What tactics work best for reaching your audience and getting them to buy your book?
Dr. Lewis: My reader has to really want to get thin. If they do, they are already 95% sold on the book. I also use testimonials and before/after pictures on my author web site, theslimmingstation.com, to help motivate people. Last, but not least, I stress the importance of maximizing their health and living exceptionally.

Lulu.com: Let’s say you have only $500 to spend on book marketing. How do you spend it?
Dr. Lewis: I would probably spend it on business card-sized print ads that I can leave around town to spread the word within my area. I rely on word-of-mouth and my web site to carry the marketing of my book outside my city’s borders.

Lulu.com: Thanks, Dr. Lewis. Congrats on the great exposure on the Dr. Oz Show.
Dr. Lewis: Thanks. Stay tuned. I’m mulling over my next big book!

Top 3 Ways to Ensure Self-Publishing Success

Yes you canContributed by Dan Dillon, Lulu Director of Product Marketing

I recently had the pleasure to co-present a webinar with Bowker on Self-Publishing: Your Path to Success. Ralph Coviello, publisher relations manager at Bowker, shared copious insights into how the self-publishing landscape has taken shape over the past few years, as well as how it may continue to evolve. From all the great observations and advice, I’ve distilled the three most important lessons to be gleaned for your success in self-publishing.

1. Publish in multiple formats
It stands to reason that the more products you have to sell, the more money you’re able to make. Books are no exception. Authors who offer multiple formats of their books sell up to four times more than authors who offer their readers only a single format. To capitalize on this, make your titles available as a softcover, hardcover and an ebook. Readers across all age groups are reading print, so there’s no predicting what format individual book buyers may prefer. have ready whatever they may want.

2. Channel surf
Just as it stands to reason that the more products you have to offer, the more you’re likely to sell – the more places you make them available, the more you’ll be able to sell. Get your books into as many online retail channels as possible. The ones that will likely have the greatest impact on your print book sales are Amazon and Barnes & Noble. For ebooks, you’ll want to make your titles available on the Kindle, iBookstore, NOOK and Kobo, at a minimum. Happily, you can get all of your books into these channels — and many more — with Lulu.com. For free.

3. Press releases are very popular
This is a double-edged sword. Yes, press releases are a valuable tool for building awareness about your book, and you can reach the same journalists who the Big 6 publishers talk to. Yes, there is a ton of news out in the world and it takes a lot to get your story heard. The lesson here? Targeting the information in your press release is critical, and targeting the people you send it to is also key.

View the complete webinar, and let us know in the comments what’s worked for you to drive book sales. You can also page through the webinar deck on Slideshare.

Rise of the Self-Publishing Author – Infographic

Download the Infographic here.

The Great American Novel. It’s a classic concept, one that endures because of the human instinct to share our stories.  Stories are a part of history, of art, of culture and, in some cases, one can actually achieve greatness through the sharing of those stories. So, if you have a story to tell or knowledge that can benefit others, the sharing of it shouldn’t be the hard part.

But it so often is. Aspiring writers have a less than 2 percent chance of being picked up by an agent or publishing house, and those that do often see sadly little return in terms of visibility, distribution or actual income. There’s struggling for one’s art, but constantly hitting walls when it comes to making it a reality is another thing entirely.

Fortunately, technology has made it so aspiring authors don’t have to be discouraged by rejection letters and cost prohibitive distribution. Though the Great American Novel trope includes the fantasy of wowing a publisher, getting a huge advance, shooting to the top of the New York Times bestseller list, getting a movie deal and retiring in Tuscany, the fact is, to be a successful writer, you don’t have to run the gamut of submissions and rejections, expensive production and distribution costs and constant second-guessing of your ability to succeed.

The proliferation of e-readers like Kindle, Nook and Kobo has driven the massive growth of the e-book market and, for authors looking to get published, opens up a wealth of opportunity for distribution and income without the obstacles that come with traditional publishing. Self-publishing and digital distribution enables authors to make their work widely discoverable and accessible with much less upfront investment and much higher potential to make money without a publisher taking the lion’s share of royalties.

The stats speak for themselves. Check out Lulu.com’s new infographic on the Rise of the Self-Publishing Author.

ebook-infographic

Avoiding Cannibalism and Bibliocide: More About eBook Metadata

Here at Lulu, we receive millions of letters every single day asking questions about metadata. While we can’t answer each one personally, we do read them all. On occasion, we come across a cry for help that we simply can’t ignore—a yearning that sums up the heartbreak and confusion of writers from all walks of life. We have no choice but to respond.

Today is such an occasion. So we’re sharing this question and answering it as best we can. Toby Maguire (no, not the Toby Maguire) of Hamburger, TN, asks:

Dear Lulu,

While it was approved for retail distribution, no one seems to be buying my eBook. It’s called “Murder a Book About Killing. Do you think my metadata is at fault? Please help!

-TM (not the TM)

Well, Toby, we think we know what the problem is. Your eBook is suffering from a fairly common affliction known as Title/Subtitle Confusion Disorder (T/SCD). Luckily, there’s a very simple solution: punctuation!

You see, “Murder a Book About Killing” sounds like you’re ordering the reader to actually murder a book, in particular a book on the topic of death-dealing. It’s confusing. Also, no one likes to be ordered around.

We think your intended eBook title/subtitle pairing is “Murder: A Book About Killing.” That colon makes a huge difference. It now reads more like a title (Murder) with a descriptive (though somewhat obvious) subtitle (A Book About Killing). In the same way that “Let’s eat grandma!” and “Let’s eat, grandma!” mean very different things, improper punctuation or formatting of your title and subtitle can alter the impact and the meaning of your title.

T/SCD is also prevalent among series of eBooks. The Lord of the Things Part One The Fellowship of the Thing (it’s not fanfic, it’s a pastiche) needs punctuation. This is the eBook metadata equivalent of a run-on sentence. It needs a break between elements. For example:

The Fellowship of the Thing, Part One: The Fellowship of the Thing

Much better, right? And such a simple way to improve your metadata. It only takes a moment. When you’re entering your project title in the Content Creation Wizard, simply insert a colon followed by a space (: ) or a hyphen preceded by and followed by a space ( – ) where you want the title/subtitle split to occur. Either method will break your metadata into more digestible chunks for readers and catalogers alike.

Toby, make your eBook metadata accurate, make it easy to understand, and make it more catchy than confusing. Do this and you’re that much closer to reaching your audience. (And you’ll have fewer people killing innocent books.)