Today I’m discussing marketing and promotion with award-winning authors Elaine Viets and Libby Hellmann.
Tayler Bloom: What has surprised you most about the publishing industry?
Elaine Viets: When I was starting out, I thought it was enough to write the best book I could. But I had to try to understand marketing and promotion and advertising. I learned strange new words like "sell-through" and "co-op." I learned that "stripping" is not what an ecdysiast does—it's the worst thing that can happen to any paperback writer. And a "ladder" puts you on a climb to the top—especially if your books are on a tiered "ladder" display in the front of a store. When I started, I longed for one of those full-page book ads in the NY Times. Now I'd much rather have co-op and ladders.
Tayler Bloom: Can you describe a "ladder," "co-op" and "sell-through"?
Elaine Viets: The prime space at the big chain bookstores is for sale. Publishers pay to display books on those paperback towers and tables at the front of stores. That's called co-op. It increases sales because readers can find the books more easily. If your publisher is giving you co-op, it's really supporting your book. Ladders are those tiered metal stands you see in the front of the bookstores. If the laddered books are discounted 20 or 30 percent, even better. Again, these are publisher-supported. Publishers put money in co-op and ladders because they believe this sells books better than ads. Your sell-through is the number of books you actually sell, as opposed to the books the store ordered. For instance, a bookseller may order thirty books for your signing. You sell ten. The store may keep a few copies. But unsold hardcovers are returned to the publisher. Unsold paperbacks are not returned. They're stripped, meaning the covers are torn off and the books are trashed. These count against your sales and, ultimately, your royalties.
Tayler Bloom: Out of all the tools in your marketing plan, which has been the most effective for you?
Elaine Viets: Booksellers are the key to your sales. If they like your work, they will hand sell your books to their customers and that's the best thing that can happen to any writer. I try to visit as many bookstores, both chains and indies, as I can in my area, and also when I tour. That personal contact has given me wonderful results, as well as good friends in the book world.
Tayler Bloom: How do you approach the marketing/business side of the writing life?
Libby Hellmann: The absolute best marketing is that done by your publisher, in the form of co-op advertising in the chains, other events (bookseller dinners in advance of publication, attendance at publisher booths during trade shows, ads and internet features, speaking engagements set up in advance, etc.) However, since most authors do not have that kind of support from their publishers, my first forays are always seeking out what's offered by the organizations I'm a part of. Then I sit down and think about the audiences I want to reach. Joe Konrath did an excellent analysis of those audiences on his blog on Saturday, February 24, 2007. Knowing who my primary and secondary audiences are helps me design a promotion/marketing plan. I'd love to try virtual signings with book clubs using the Internet. I think podcasts are great, and I'm trying to figure out a way to get my books into an audio format for Internet downloads. I also think off-site events are a big factor. Appearing at women's groups, Community events, book fairs, church groups—they can be good vehicles to make a name for yourself.
Tayler Bloom runs an online author interview site that posts fresh interviews the 15th of each month. The discussions focus on the craft of writing, the business of marketing and
the path to success. Visit blog.myspace.com/taylerbloom.
Articles may be reprinted in RWA® chapter
newsletters, attributed to the Spotlight.
Non-RWA® newsletters may not reprint articles
without the permission of the authors.
Back to top
|
