Marketing Tips

Using Lulu Coupon Codes in Your Marketing Emails

Jan 28 JANEND20 Full(This Post will be updated each day when new consumer coupon codes are released, so check back often.)

Let’s try out a few seasonal metaphors for your email marketing efforts…

Stuff your readers’ stockings with email! Deck the halls with deals on eBooks! Pass the turkey and mashed potatoes… and… strategically develop an email marketing plan that takes advantage of Lulu.com’s sales and special offers…

Okay, so that last one doesn’t really flow. But – it’s good advice all the same. Email marketing that coincides with Lulu’s impressive special offers is the next best thing to having your books carried right down your readers’ chimneys.

What’s so great about it? For starters, email marketing works. Social media may seem the savvier approach, but email is roughly six times more effective at bringing in new buyers than Facebook and Twitter. Email gives you a great platform for sharing special offers and introducing new books, without your carefully crafted content getting lost in the endless scroll of tweets and status updates.

Here’s a sample email template you can use:

Email Subject Line:
Get <Book Title> for 20% Off on Print Books and Calendars

Email Body:
Have you ordered your copies of <book title> yet? <Placeholder for one line book description>  If not, order today and save big.

Order today on Lulu.com and save 20% with coupon code JANEND20 thru January 28th.

To place your order, simply click this link: <Placeholder for link to book>, click Add to Cart and apply the code at checkout.

Plus, you can order extra copies at this discounted price to share with friends and family.

Order today and save! <Link to book>

<Author name>

**Don’t forget, coupon codes are case-sensitive.

 

See? Simple. You can highlight the current savings, briefly describe the book, and gives easy instructions. It’s low-pressure, good-natured, informative and brief. You can even provide a link right to your Author Spotlight and save your readers from searching. If you have multiple titles, you may wish to include a link to your Author Spotlight page to encourage shoppers to browse your catalog.

And, though we are currently entering the season of sharing and shopping, this strategy works year-round. At Lulu.com, we’re always looking for ways to promote you and sell your books. Whenever we have a sale — seasonal or otherwise — send out an email blast letting everyone know. After all, ‘tis always the season for reading!

All current discounts, coupon codes, and expiration dates are listed on the Lulu home page: www.lulu.com/home

 

How Authors Can Build Their Marketing Presence Online

Want to be a successful author in the 21st century? You have to be online. It goes beyond a suggestion into the territory of necessity.

But how do you strengthen your online presence so you can be sure the greatest number of people see you and know to buy your work? Being visible, engaging with your readers, and having the right attitude online all go a long way in making sure you’re getting the most out of your digital efforts.

Be visible

In order to have a strong online presence, you need to make yourself available online. Seems obvious, right? Basically, you don’t want to make it hard for people to find you. We’ve talked before about the importance of having your own website, and that’s a great place to start. Free or cheap hosting services, premade templates, and easy-to-use software have made making your own website a snap. If you have a central hub, readers will know where to go for the latest news, writing, and where to buy your work.

It’s also important to look outside your own website. Take advantage of social media; it’s a great place to build a community because of the built-in audiences of these sites. No need to start from scratch when you can find readers already sharing their comments on Facebook and Twitter!

Finally, don’t be afraid of interacting with other authors, publishers, and thought-leaders on their own sites. After all, your goal is to be visible. See if there are any blogs looking for guest contributors. Sharing your own tips, insights, and experiences is a great way to engage potential customers, and if you’re writing for another site you can tap into the audience they’ve already built.

The key is being in as many places as possible. Different platforms have different audiences, so just because you have your own site doesn’t mean you shouldn’t be on Twitter, and just because you’re on Twitter doesn’t mean you’re reaching the same audience you would if you were also on Facebook. Experiment and find out what works for you, and don’t be afraid to put yourself out there!

Speak with readers

What’s the best way to grow an audience? Build relationships with your readers (and potential readers). Readers don’t want to feel like they’re just customers – someone you’re only trying to get a buck from. Make them feel like they’re partners in your writing and they’ll be a lot more likely to support you. Speak with them, not just to them.

Social media makes it incredibly easy to keep in touch with readers. Have conversations with them, but don’t always keep it just about your next book. Share your thoughts and interesting articles with them; respond to their posts, even if they aren’t directed at you, to show that you’re just as invested in them as they are in you.

In short, make yourself look human. One of the benefits of independent publishing is that you aren’t beholden to a giant publishing conglomerate that’s just looking for the next best seller. You have the chance to try new things and work on a smaller scale. Being a friendly face, and not just another cog in a marketing machine, is endearing to readers and likely to help you stand out from the crowd.

Choose Your Words Carefully!

You’ve heard the old saying: if you don’t have anything nice to say, don’t say anything at all. It’s a good rule of thumb in general, but it’s never been more important than in the digital age. Why? Because as a newer old saying goes, the Internet never forgets. Comments on social media can be shared in an instant, screenshots and backups can be taken be complete strangers, and before you know it that one little snarky comment you said before you had your morning coffee is living in infamy.

So how do you say nice things, even when other people aren’t willing to? Sometimes it just means taking the high road. Ignoring negative comments is a good start; if you don’t engage the haters, they can’t gain any traction.

Of course, it’s not always a case of people being mean. A bad review of your book can sting. You might be tempted to shoot off a tweet about how the reviewer is a hack and doesn’t know what he’s talking about. But what if you decided to look at it constructively instead? Take what the review says to heart, look at it as objectively as possible, and see what merit the comments have.

If you have to engage the reviewer, thank them for taking the time to read your book and give their thoughts. It probably won’t change the review, but the reviewer – and every potential reader out there – will see that you’re willing to take criticism gracefully and are trying to improve your craft. They might be more willing to check out your next book to see how you’ve grown.

Independent publishing means putting in a lot of legwork to get some great rewards, and marketing is no different. Making sure you have a strong online presence is a great way to market yourself and your work for relatively little money. Growing your audience organically by putting a real human behind that author name

The Best Writing and Storytelling Podcasts for Authors

Boost your writing skills with podcasts recommended by Lulu for writing and storytelling.

We’re all book people here at Lulu. We believe in the power of telling stories and our mission is to give everyone the platform to do so. But technology has been as important to other forms of storytelling as it has been to book publishing. Case in point: podcasts.

There are dozens (or hundreds) of podcasts for every subjecg out there, and it’s no different for publishing, storytelling, and writing. If you’re an author with some downtime, you owe it to yourself to download some podcasts and plug in some headphones to make sure you stay at the top of your game.

Here are a few of the best podcasts to help you hone your writing skills and get your storytelling juices flowing.

Authorpreneur Lulu Author PodcastsAuthorpreneur Want to learn about the business of writing books? Whether they’re fiction writers or entrepreneurs, Jim Kukral gets tips and tricks from authors on how to make a living being an author in Authorpreneur. For anyone serious about making a living being a writer of any sort – or just for listeners who want to learn how people dedicated to their craft have carved out their niche – Authorpreneur is a valuable resource.

Recommended episode: How Andy Weir Took ‘The Martian” From Blog to BestSeller to Blockbuster Movie (Starring Matt Damon)

The Moth The Moth isn’t necessarily about writing, but it is about something that’s important to all writers: telling stories. Whether you’re writing business books or paranormal romance, it’s important to engage your audience. The Moth showcases some of the best live stories about nearly every topic imaginable, and is a great tool for learning how to tell a compelling story.

Recommended episode: Neil Gaiman – Liverpool Street

Dead Robots Society Podcast Lulu Author TipsThe Dead Robots’ Society As the title implies, The Dead Robots’ Society is a little more irreverent than other writing podcasts, and it could be right up your alley if you want something more lighthearted. Still, the hosts take writing very seriously and have no problem sharing their (sometimes painful) writing experiences. The most recent episode as of this post is “The Horrors of Back Cover Copy” and is a hilarious take on trying to sum up your story in a few hundred words.

Recommended episode: Episode 349 – Kickstarters and Patrons

Helping Writers Become Authors Interested in avoiding common writing mistakes? Having trouble writing compelling character arcs? Not sure how to pitch your novel? Helping Writers Become Authors covers every aspect of the book-writing process that you could ever hope to come across. If you want a comprehensive collection of tips – especially for fiction writers – download Helping Writers Become Authors today.

Recommended episode: Most Common Writing Mistakes, Pt. 32: Boring Opening Lines

Selected Shorts Brought to you by Symphony Space and WNYC, Selected Shorts is a collection of “fiction, sometimes classic, sometimes new, always performed by great actors from stage, screen and television who bring these short stories to life.” It’s a more traditional take on storytelling, as much a stage show as a podcast.

Recommended episode: Cannolis and Carroll

Lulu Podcast Snap JudgementSnap Judgement Sometimes the best way to tell a story is to combine it with other art forms. Snap Judgement features stories told to music and you’re just as likely to be inspired by the story being told as you are by the soundtrack it’s set to. Listening to stories is a very different experience than reading them, and hearing accompanying music brings that auditory engagement to a whole new level. It’ll make you think about how your audience interacts with your own stories.

Recommended episode: Snape #603 – Omen

The Writer Files Every episode of The Writer Files podcast is titled “How [Insert Author Here] Writes.” Could it be simpler than that? From bestselling authors to people who write for business – such as bloggers and copywriters – The Writer Files picks their brains to find out just how they get their work done. Learn about overcoming challenges, nurturing writing best practices, and more from a wide variety of authors.

Recommended episode: Standing Desks, Binge Reading, and James Patterson’s MasterClass

Is your favorite podcast listed here? Have some others that you’d love to share? Or maybe you have a podcast of your own! Let us know in the comments.

 

How to Write a Killer Author Bio

Insert life story hereYou are a writer. Using your keyboard you can create an entire world, the people who live in it and the circumstances for all sorts of interesting things to occur. At peak production, you are churning out 500 to 1000 words a day. So why is it so difficult to write 100 words about yourself? It is, after all, a topic in which you are intimately familiar.

It is likely that you have not even considered your author bio until you are asked for the information from your cover designer. And, as a reader I don’t recall ever not buying a book due to an uninspired “About the Author” blurb. I have, however, upon completing an enjoyable book returned to the bio to learn more about the author – especially if I am interested in reading more of their work. When considered from this perspective, the author bio is really a marketing tool that allows your newest fans to connect with you, possibly leading to increased sales.

So how do you boil your life experience down to a concise and compelling blurb?

Start Big – Go Small

Let’s get the bad news out of the way first. You will need to create three author biographies:

  • Long form version for your website, interview sheets, and press releases that includes your age, location, credentials, background, inspiration, fun facts and contact information.
  • Medium length (approximately 250 words) version for queries, guest blogs, and marketing materials
  • Brief bio (approximately 50-100 words) for your book cover and social media profile

The good news is that once you have the long form version complete, it is much easier to edit it down to include the most relevant information based on the context in which the bio will be presented.

Who is your reader?

What’s relevant for inclusion in your author bio depends on your intended audience. An author bio is much like meeting someone at a party. You need to keep it brief, but memorable. Therefore only share the information your audience will find most interesting. Are you writing for an academic audience, summer beach readers, memoir enthusiasts, young adults, or children? An academic reader is probably not interested that you have four children just as a young adult reader will not fully appreciate the effort required to earn that long list of academic credentials listed behind your name.

Brag Selectively

Speaking of credentials, if your name is followed by a bowl of alphabet soup, choose the credentials most relevant to the work you are publishing. The same applies for multiple degrees, certifications, previous publications, articles, and awards. A PhD in astrophysics is impressive if you are publishing a book about the far reaches of the universe – not so much if you are writing a cookbook.

Imitation is the purest form of flattery

So, how do you know what to include in your author bio? Easy, just go online or to your local bookstore and take a look at a few books in your genre or field of study. When you find an appealing author bio, copy it substituting your information and voila! Author bio complete.

What makes you human?

While researching (see above) author bios, you will notice there is usually something included that differentiates the author from their fellows. They may be avid collectors of porcelain Chihuahuas, share their home with 15 hedgehogs, or live off the grid in the Scandinavian woods. This type of information sets you apart from other writers in your field. Other types of humanizing information include your locale or profession, but only if either plays a part in your work.

A picture is worth…..

You only get 50-100 words to share your life story on a book cover or flap. A good picture can help you tell it with fewer words. If you can afford it, have a professional head shot taken to include with your bio. If you can’t afford it, make sure the picture used is in an appropriate setting for your material, is in high resolution and prominently features your face –not your dog, not your car, not your collection of porcelain figurines. It’s called a head shot for a reason.

And finally

Use third person to refer to yourself and read your bio out loud before you publish it. You may choose to create several versions of your brief bio for use in articles, guest blogs, speaking introductions, interviews, and social media. Don’t forget, just as you would update your professional resume, periodically review and update your author bio to include new publications, awards, areas of expertise, and life changing events.

Why Authors Need Their Own Website

If you're an author, a website is crucial for marketing your writing career.

You’ve written your book. You’ve published it. Congratulations! So…what’s next?

If you’re like many authors, you want to start selling it. But it’s not enough to just make it available for sale and cross your fingers. After all, you have a lot of competition out there. And while you have a lot of control when you independently publish, that comes with a lot of responsibilities, too. You have to do a lot of the heavy lifting for marketing on your own. It may seem daunting, and you might not even know where to begin.

Why not start with a website?

While selling your book in bookstores is great, let’s face it: you need to be found online. Your job in marketing yourself is to remove as many barriers as possible for potential readers. You want it to be easy to find you, easy to learn about you, and easy to buy your book.

Part of this is building your personal brand. That’s right, brands aren’t just for multinational corporations to slap on packaging and billboards. Building your personal brand lets readers know you outside of your book and helps you connect with them and build relationships. This will make them more likely to want to buy what you’re selling.

Websites and social media have made this easier than ever, because it allows you to directly share your thoughts with people. If you have a marketing strategy that doesn’t involve a website, you’re missing out on a lot. Plus, having a site just might make you a better writer.

Here are four ways having your own website will boost your writing career.

Engage Readers

How do you stand out in a world full of millions of people selling their books? By making it personal. Build relationships with readers by sharing your thoughts, responding to comments and questions, and entertaining them – in other words, by being a real person and not just a name on a book cover.

Building close connections to a group of fans can add up quickly; in fact, it’s the whole idea behind Kevin Kelly’s 1,000 True Fans premise. If you can give people a place to find you and you have a conversation with them, showing that you care about them and not just about their money, you’ll be well on your way to building your fanbase.

Sell Your Book

Hopefully your book is available in every place that will carry it, from Lulu to Amazon to brick-and-mortar stores. But there are a lot of benefits to selling your book on your own. Setting up a storefront on your website – allowing readers to find out about you and buy right away, without needing to go to another site – removes a barrier for purchase and makes them that much more likely to click that “Buy” button.

Network

Readers aren’t the only ones you’ll be able to reach with your website. Fellow authors, publishers, and booksellers are also online, and your website will allow you to network with them. Guest blog posts, for example, let you share tips and tricks and, even better, let you tap into someone else’s audience to build your own. Writing collaborations, workshops, author events – the bigger you grow your network, the more inroads you’ll have to great marketing and writing opportunities.

Practice Writing

Sure you’ve published a book, but that doesn’t mean there isn’t room for improvement! Even the best authors are always striving to get better. If you’re updating your website regularly, you’ll get a ton of practice writing, whether it’s responding to visitors, posting writing exercises, or learning how to write concisely with your author bio. When you’re an author there’s no such thing as writing too much, and when you’re writing for your site – contributing to your marketing efforts – you’re killing two birds with one stone.

Getting Started

Making your own site has never been easier. Using a blogging platform like WordPress is a great place to start; you can create static pages that will remain relatively unchanged – for example, your bio or contact information pages – and have a built-in blog for regular updates. Or you can choose a platform like Squarespace and use their templates to make creating your own page a snap.

Some platforms are free, only charging you for extras, while some will run you a small subscription fee. And even purchasing your own domain name only comes out to a few bucks a month. No matter what route you go, look at the time and money you’re putting into it as an investment: a little work now will pay dividends as you continue to grow.

Do you have your own website? Tell us about it in the comments! Share your insights with your fellow authors about what works for you (and what doesn’t).

Easy Ways to Sell Books at Events

Easy ways for you to sell your self-published book at events.Most independent authors are used to selling their books online. Sites like Lulu.com, Amazon, and other retailers are typically the place where you’ll get most of your sales. If you put in a little hustle, you can also get your books on the shelves of brick-and-mortar stores.

But what if you want to sell your books yourself? It takes some work, but that’s something you’re used to if you’re publishing on your own, right? Especially if you’re writing and publishing as a business rather than a hobby, selling your own books can open up a lot of networking and sales avenues; just listing on Amazon and leaving it be simply don’t offer the same opportunities.

If you find yourself at a lot of conferences, seminars, book signings, or other events, you might be leaving a lot of books on the table – literally – by not being proactive with your selling strategy. Here are a few ways you can be hands-on with your sales.

Sell Online
“But I already sell online! Isn’t that what Lulu and Amazon are for?”

You’re right, but the ease of selling through an online retailer comes with the inherent drawbacks of being locked into their platforms and rules. Maybe you want to sell your book somewhere you can have complete control – running your own discounts, bundling books, adding non-book products, and more.

Luckily, selling online has never been easier to do. Squarespace, Shopify, Big Cartel, and Gumroad are just a few of the platforms that let you set up your very own ecommerce site in minutes. Add images, product descriptions, and prices, and you’ve got yourself a full-fledged storefront that anyone in the world can find at their fingertips.

The best part is, it still works great for people at events. Maybe they don’t want to carry around a book for the rest of a conference or have to find a way to pack it into their bag for their flight home. Or maybe they want to take advantage of those special deals that you’re able to do when you’re selling on your own, like a bundle that includes one of your previous book.

Plus, there’s a lot to be said about having a professional-looking site with its own store. People know to take you and your business seriously because they can see that you’re taking yourself seriously.

Sell In-person
Conferences and other events are great places to sell your books. After all, you’ve already engaged your audience with a talk that showcased your expertise, and there’s nothing better than a book to let them go more in-depth and keep you at the top of their minds.

But even if you have a stack of books and a line of willing buyers, how do you move those books? Do you cross your fingers that everyone will have cash on them? Do you direct them to the Internet and hope they don’t forget before they have a chance to check out your site?

The answer is easy, because today’s tech allows anyone with a credit card to become your customer. Products like Square, Shopify, and PayPal Here let you plug a credit card reader right into your phone or tablet and accept plastic like a pro. You can also use Stripe or PayPal for electronic payments.

Selling in-person has a ton of benefits. You’re meeting your audience face-to-face, which goes a long way in building relationships and networks. You’re also giving them instant access to your book; instead of waiting around for it to be shipped, they can start flipping through it right away and strike up conversations with other readers.

And hey, maybe you’ll even get asked to sign a few copies. There’s no easier way to get started down the path of a celebrity!

What To Watch Out For
Selling books through a third party is easy. Take Lulu, for instance: you set up your book and we take care of the listing, the checkout process, the payment transaction, and making sure your book gets to your customer. If you’re selling on your own, these are all things you’ll need to take into account yourself.

Which platform are you going to use? Are there fees involved with accepting payments? How are you going to ship your packages out? How many copies of your book are you going to keep in stock? Will you accept returns?

That’s the tradeoff between selling on your own and letting someone else do it for you. When you have control of everything, you have to control everything. That isn’t to say one is better than the other; you just need to know what you’re getting yourself into and how much time you’re willing and able to put into your business. Just remember to keep your options open, and strike when the opportunity presents itself!

Have you had success striking out on your own and selling your books? Let us know your best tips and tools in the comments!

Beating the “Bookstore Blues”: 5 Tips for Getting Your Book into Bookstores

MJ Maccalupo, Lulu AuthorYou’ve written your first book, or maybe it’s your 20th one; no matter. You want people to read it – that is, other than friends and family – and you want it in bookstores, but you don’t know how to get it there. You have what I call the “Bookstore Blues.” So how do you go about getting your book into bookstores?

I can’t tell you the best way for you to do it; that depends a great deal on you and the bookstore owner/manager. What I can tell you is how I go about it. I have found in my years as an outside salesman that there are a few key things that will boost your odds of success when you approach a bookstore owner/manager.

Prepare for your call

Go into the bookstore with your “elevator pitch” ready, rehearsed and sounding natural – not rote. Know who you need to speak with and be sure they have the time to talk with you. That may mean a phone call and appointment scheduled ahead of your visit; or, if cold-calling, a short pitch with a follow-up visit.

And by the way, even if you do have an appointment, remember that indie bookstores need to serve their customers, not you. So be prepared to have your pitch interrupted. Just back off and wait. Also, being able to chit-chat about the store’s uniqueness and the neighborhood it serves to show them that you are interested in their business. It only takes a little research to find out about them, and it will be greatly appreciated by them.

Researching the store can also save you a lot of travel and time as well. You don’t want to drive 50 miles only to find it’s a used bookstore or a genre-specific one. Some others may call themselves bookstores, but have most of their floor space dedicated to everything but books.

Benefit sell

Give them a reason to put your book on their shelf. What is so exciting about your book to make them want to share it with their customers? In other words, how will it benefit them and their loyal customers to have your book in their store?

Anticipate resistance

They were not just waiting for you to show up and save the day. Remember, you’re not the first one to knock on their door attempting to get a book on the shelf. Be ready to show what is unique about your book. Also be ready to leave a copy, flyer or some other material with the promise of a follow-up call in a few days or a week, once they’ve had a chance to look over your work.

Show you’re really in the game

Treat them as if this is the beginning, not the end, of your relationship. Suggest activities that you can do to help boost sales, such as signings or readings by yourself or with other local authors. How are you going to help move your book off the shelf?

Be ready to negotiate

Especially if your book is non-returnable, be prepared to have it put on the shelf on consignment. You can negotiate the split with the store. Usually, it’s somewhere between 60/40 and 75/25. (Don’t forget, you are absorbing the cost of printing). And while the latter sounds much better, it is a business and they might be more inclined to sell a book when they get a higher percentage of the selling price. Unless, of course, you have a best-seller on your hands – then go for it!

With these five things in mind, take a deep breath and remember that while you may not be a salesman (or saleswoman), most bookstore owners/managers will give you a chance if you present yourself as professional, knowledgeable, polite and concise when you approach them to get your book in their store.

And finally – have fun!

 

Author Bio

MJ Maccalupo, Ed.D.

Michael is the author of three novels: Where the Road Begins, Murder at Ravenswood Hall and The Allentown Murders (the Hap Pozner series), and a collection, The Almost Definitive Collection vol. 1 (short stories, essays, poems and a play). His books are available online and in bookstores in Southeastern NC, Western PA and Western NY. He has appeared on radio and television (cable and network) with his books. His books have also been reviewed in magazines and newspapers. Currently he is working on several novels to be released late this summer and fall. He lives with his family in Wilmington, NC. Visit his website at: http://mjmaccalupo.com