Book Marketing Blogs

by Penny Sansevieri
Best of the Web Book Marketing Tips for the Week of December 15, 2014
December 19, 2014by: Paula
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Prepare for the New Year with insights from these top book marketing tweets to guide you, courtesy of bloggers, marketers, authors and others. The topics include creating a marketing plan, pitching to book reviewers, strengthening your social media marketing, and more. Happy marketing!

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* 26 Tips to Strengthen Your Social Media Marketing

Change is good, and with a new year around the corner, it’s time to examine your social media marketing and make improvements:

http://www.socialmediaexaminer.com/26-tips-strengthen-social-media-marketing/

* 6 Ways to Resuscitate Your Novel

Writers have to learn how to remove elements that don’t move their stories forward:

http://marketingtipsforauthors.com/2014/12/6-ways-resuscitate-novel.html

Tip 34

* Four Tips on What NOT to Say (or Pitch or Do) to Get Your Book Reviewed

Authors always want book reviews, but many shoot themselves in the foot when it comes time to pitch. Learn what to do – and what to avoid:

http://www.amarketingexpert.com/four-tips-not-say-pitch-get-book-reviewed-tip-34-52-ways-market-book/

* 3 Ways Authors Can Stand Out and Market Themselves

It takes planning, work, and creativity – but here are some examples to provide some inspiration:

http://gingergelsheimer.blogspot.com/2014/12/are-you-serious-author-or-are-you-one.html

* How to Reach Readers via Your Library

Play the local card, by pitching yourself as a local author with a new book out:

http://www.selfpublishingadvice.org/local-library/

* How Your Self-Published Book Can Create Multiple Streams of Revenue

You can’t achieve much if readers don’t know about your books. Get some ideas for pre-launch, launch, and post-launch efforts to get your book noticed:

http://www.slideshare.net/KathleenGage/selfpublished-books-can-create-multiple-streams-of-revenue-but-readers-need-to-know-they-exist

* 7 Ways to Beat Writer’s Block

Get some practical suggestions – from an author – on how to get the writing groove back:

http://www.publishersweekly.com/pw/by-topic/industry-news/tip-sheet/article/62947-7-ways-to-beat-writer-s-block.html

* Why and How to Set Book Marketing Goals for 2015

Authors should set book marketing goals. These steps will help you create a strong plan to guide you in the coming year:

http://buildbookbuzz.com/set-book-marketing-goals-for-2015/

* 16 Important Publishing Tips I Picked Up at a Writers Conference

You always learn something at a conference, and one writer shares her top 16 tips:

http://www.blogher.com/who-wants-know-what-i-learned-writers-conference



Why You Want Return Visits to Your Website
December 18, 2014by: Penny Sansevieri
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Why you want return visits - blog_pinWhen you look at your analytics, do you get excited about new visitors? Well you should.

New people to your site are great but return visitors are important, too.

Why?

Because a high return visitor rate means you have content worth seeing again and again – in terms of a blog and other website content.

So what are you doing to get return visitors?

This is an important question to ask yourself!

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5 Steps for Crafting the Perfect Book Review Pitch: Tip #35 of 52 Ways to Market Your Book
December 17, 2014by: Penny Sansevieri
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Welcome to Tip #35 of our 52 Ways to Market Your Book! I hope you’re enjoying these tips and they are helping you sell more books. So, ready? Here we go!

5 Steps for Crafting the Perfect Book Review Pitch

Tip 35Every author wants book reviews – they help build buzz, inform potential readers and buyers about your book and when done well, give enough information about your book to intrigue without giving away all the pertinent details. Getting ready for the review process does take some pre-planning, as we’ve previously covered in 6 Things Your Website Should Tell Book Reviewers About You (and Your Book) http://www.amarketingexpert.com/6-things-your-website-should-tell-book-reviewers-about-you-and-your-book/ and 7 Simple Steps to Getting Your Book Reviewed http://blog.marketingtipsforauthors.com/2010/10/7-simple-steps-to-getting-your-book.html.

Once you’ve built a list of reviewers to go after, it’s time to start pitching. While this may not be as difficult as achieving world peace, it’s amazing how many authors make some big mistakes at this stage, in everything from poorly written subject lines to impersonal (unimpressive) pitches to not providing the appropriate book details.

Simplicity rules: Your email subject line should be brief, yet clear. “Review request: (Name of Book/genre)” is quite effective. You don’t have room to write a novel on the subject line and you want the recipient to be clear what your email is about. This is helpful particularly if your email lands in the recipient’s spam box – a good, concise subject header makes it clear that the email is legitimate. Then, onto the pitch itself.

It’s important to realize that thousands of books are published each year so competition for reviews is fierce. The average new book, if it’s not heavily promoted by one of the major New York publishing houses, is not likely to get much in the way of reviews from newspapers and magazines. That review space has been shrinking for years, anyway. Meanwhile, there has been considerable growth in book blogging and reviewing online; but even with that growth there are still far more books being published than bloggers available to review them. Understand that most reviewers do this as a labor of love and make little to no money. Their review blogs are not full-time endeavors, but something they work into their already busy lives. Learning how to make the best first impression possible when you send that pitch is vital.

Personalize: First of all, most bloggers identify themselves somewhere on their blogs – if they don’t sign their posts with their name, the “about me” section typically lists their name or nickname. Use it! When you use a blogger’s name one thing is instantly clear: you actually took the time to find out who you’re pitching. That’s a big plus. Introduce yourself (briefly), and then don’t just ask them to review your book, give them a reason – have they reviewed other books similar to yours? Do they specialize in reviewing books in your genre?

If you’re comfortable having a little fun with your pitch, by all means do so – I once saw a pitch for a frothy romance that asked potential reviewers if they’d like to sin with a duke. Very catchy and appropriate for the book! But – don’t force it – if that’s not your personality, then don’t worry about it. It’s far more important to explain who you are, what your book is about, WHY this reviewer should be interested in your book and provide links to your website so they can follow up, learn more about your book and decide whether they’d like to request a review copy. They will follow up by clicking through on links, so make sure your website has all the necessary information about you and your book.

If you did your homework during your research phase you may know some things about this blogger that might help you get a review request. For instance, if they love a particular author and your book is in a similar vein, that’s something you can put in your pitch.

Basics count: Make sure you include all the basic book information in the email:

Title
Author
Genre
ISBN (the 13 digit ISBN of your preferred format, hardcover or paperback)
Publication Date (month, year)
Pages
Price
Publisher
And include your website link. (This should also be included on your PR, which you will send out with copies of your book).

Timeframe for replies: You may or may not hear back right away. Each blogger has a different schedule – some people check email daily, others may only check weekly. Be patient. It’s fine to follow up in a couple of weeks if you really felt you matched up with a particular blog and didn’t hear back. It’s possible your original email ended up in a spam folder or was overlooked (the sheer volume of review requests that reviewers receive is pretty staggering). After that, if there’s still no word, let it go. Seek reviews from other bloggers. If you do receive a “No thank you,” move on, it’s not an invitation to try to arm-twist the reviewer into taking on your book.

Additional pitching options: Fiction and nonfiction authors may take a different approach when pitching. For fiction, it may make sense to seek bloggers who review books in your genre; but if your fictional book covers topics that you are an expert in, you may have some other options. For instance, if you heavily researched the history of a city or a historical figure you may find bloggers who are history buffs who might be open to reviewing your book. Sometimes it helps to brainstorm a list of topics from your book, fact or fiction, in order to generate ideas of what type of publications or bloggers or reviewers you should target.

With nonfiction, you’re an expert on the topic(s) at hand and should look for your peers in those areas when seeking reviewers. It’s much more competitive in this realm, but instead of deciding not to pitch someone who could be a competitor see if there are ways for you to help each other – and use that as part of your pitch. You never know what kind of partnership you can develop if you don’t ask. Darren Rowse at ProBlogger covers this really well on his blog, and his blog is worth following. Two useful articles include:

* How to Pitch Bloggers – Make it a Win/Win/Win Situation http://www.problogger.net/archives/2010/05/28/how-to-pitch-bloggers-make-it-a-winwinwin-situation/

* How to Pitch to Bloggers – 21 Tips http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/

* From Journalistics blog – What’s the Best Way to Pitch Bloggers? http://blog.journalistics.com/2009/whats_the_best_way_to_pitch_bloggers/

More pitching advice:

http://badpitch.blogspot.com/2007/09/ready-to-pitch-blog-take-this-quiz.html
http://www.midwestbookreview.com/bookbiz/advice/rules.htm
http://www.writing-world.com/promotion/reviews.shtml
http://www.midwestbookreview.com/bookbiz/advice/fivedead.htm

Additional information

While your PR piece is something you can send out to alert the world to your book and also post to various sites online, it is also a vital document that should be included with every review copy you send out. As a result you’ll want to be sure your PR piece – which should be two pages MAXIMUM – has your contact information (phone and email), website url, book synopsis, brief author bio and the book information you used for your pitch (the listing that includes genre, ISBN, publication date, etc.) You are dealing with very busy people who are deluged with hundreds of books a year and you want to make it as easy as possible for them to write about your book – and what’s better than having a PR piece handy with everything they could possibly need – from the book description to the about the author section, website link, book information and so forth? They’ll love you for it!

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AME Blog Carnival: Tips and Tricks for Writers and Authors – December 15, 2014
December 15, 2014by: Paula
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Welcome to Author Marketing Experts’ Blog Carnival. This week features posts on writing and getting published. Thank you to all of the contributors!

Writing

Hazel Longuet submitted Gifts for Writers and Authors posted at A Novel Experience, saying, “Perfect Christmas Gifts For Writers and Authors. Trying to find the perfect present for people can be a trial and no-one wants to waste money on an unappreciated gift. Well luckily for you I’ve done all the heavy lifting and found a range of items to help you find the perfect present for the writer in your life. They will love them – and love you for buying them.”

writer at work

book marketing tips for authors

Chrys Fey submitted Writing Tips, Part One posted at Write with Fey, saying, “Today I am highlighting 25 of my best writing tips I’ve shared on my blog over the last three years. Enjoy!”

Getting Published

Erica Verrillo submitted 22 Cookbook and Nonfiction Publishers Accepting Unagented Manuscripts posted at Publishing… And Other Forms of Insanity, saying, “Here are 22 cookbook publishers welcoming proposals from authors – no agent needed! And, as an added bonus, many of these publishers also accept nonfiction in other categories. (Remember, non-fiction publishers want proposals, not manuscripts.) Make sure to read the full submission guidelines before you submit.”

That concludes this week’s carnival. Our weekly roundup offers the best book marketing, self-publishing, writing, and general publishing industry tips to guide authors, would-be authors, publishers and others on their book journey. Submit a post to our weekly carnival by using this link: http://www.amarketingexpert.com/submit-ame-blog-carnival/



Best of the Web Book Marketing Tips for the Week of December 8, 2014
December 12, 2014by: Paula
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Here’s a rundown of some top book marketing tweets to guide you, courtesy of bloggers, marketers, authors and others. The topics include why rushing kills good books, whether hiring help or going the DIY route makes more sense for authors, working with book bloggers, and more. Happy marketing!

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* How Can Authors Stand Out on Social Media?

It may seem like social media consists of a lot of noise and little useful info. But you can use social media to find and grow an audience:

http://www.socialmediatoday.com/content/how-can-you-stand-out-social-media

social media networks for authors

* How Hurry Kills Good Books

There are many reasons for you to take your time writing and publishing your books. Think quality over quantity:

http://socialmediajustforwriters.com/hurry-kills-good-books/

* Self-Publishing: DIY or Hire Help?

Many writers hear that they need to hire professionals, but you can do a lot yourself – if you want to:

http://www.molly-greene.com/self-publishing-diy-or-hire-help/

* 4 Tips for Working With Book Bloggers

Bloggers can be very helpful when it comes to getting exposure for your book. Here’s how to find the right bloggers for your book:

http://writersinthestormblog.com/2014/11/4-tips-for-working-with-book-bloggers/

* Why It’s Good to Get Bad Reviews

Having a few not-so-great reviews for your book can give your book credibility:

http://www.selfpublishingadvice.org/bad-reviews/

* 12 Ways to Avoid Looking Clueless On Social Media

Get some great tips from social media expert Guy Kawasaki:

http://www.forbes.com/sites/ericwagner/2014/12/03/12-ways-to-avoid-looking-clueless-on-social-media/

* Email Marketing for Writers: Build Your List!

If you collect more emails, you can improve your email marketing and sell more books:

http://www.theloneliestplanet.com/2014/12/email-marketing-for-writers-build-your.html

* 11 Social Media Statistics You Should Have Known Yesterday

Did you know the most repinned images on Pinterest have multiple colors? Learn that and more:

http://sproutsocial.com/insights/social-media-statistics/



Four Tips on What NOT to Say (or Pitch or Do) to Get Your Book Reviewed: Tip #34 of 52 Ways to Market Your Book
December 10, 2014by: Penny Sansevieri
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Welcome to Tip #34 of our 52 Ways to Sell More Books! I hope you’re enjoying these tips and they are helping you sell more books.  Want the complete book of tips? Get it here!

Four Tips on What NOT to Say (or Pitch or Do) to Get Your Book Reviewed

Tip 34If you want guarantees, you won’t find them in book reviews. Death and taxes, yes – but the book review process is a sea of unknowns, from how many review requests you’ll get to who’ll actually post a review to whether they’ll even like your book at all.

When you’ve got people reviewing books mostly as a labor of love, the reality is, that review you expected this month may be delayed by a couple of months. Or, they may not love your book and be pretty blunt about it. Life happens. It’s fine to check back with a reviewer if you haven’t heard anything and had been given a review timeframe. It’s fine to correct a factual error in a review, but it’s not appropriate to start a fight with someone who has fairly reviewed your book and just decided it didn’t work for them.

What else should you keep in mind during the review process?

Be a Pro. It probably seems unnecessary to state that being professional at all times is important, but there have been so many author-initiated blog brouhahas online that we can’t take anything for granted. Ask nicely when requesting a review; be gracious if the answer is no. It’s not personal. If you’ve done your homework you may know going in that a particular blogger – who you’ve identified as a key blogger for your book – is overwhelmed with a review backlog. Perhaps the blogger is up for a guest post, and if you see the blog often includes them, be prepared to pitch some ideas. Maybe it’s a good site for contests – again, be ready to suggest a contest and terms. Pay attention to what the blogger does on his or her blog – it’s most definitely not all reviews, all the time – and see if there is anything you can contribute to either complement a review or in place of a review.

Be appreciative. I can count on both hands, with fingers left over, the number of authors we’ve worked with who have bothered to thank reviewers. Do it. The authors who do take the time to email the blogger to say thanks are usually rewarded by developing relationships with the bloggers they thank. If that blogger enjoyed the author’s book they usually ask if they can review the author’s next book, and so on. What was originally a one-time situation now becomes an ongoing relationship in which the reviewer follows the author’s career and the author has additional opportunities for book reviews, interviews and more – and not only with that blogger; chances are the blogger’s peers who like the same kind of books are going to take notice.

Never burn bridges. Even if a review you receive is unfair, or not the quality you expected, there is only so much you can do. If there is a factual error, by all means alert the blogger immediately with the correction. Otherwise, if you just don’t like the review, let it go. Just remember that whatever the review says, you never know how readers will react and I’ve seen many cases in which the lukewarm review caused others to say they wanted to read the book for themselves. You’re getting free publicity and you have to realize that everyone may take away a different perspective from one review. And you should still thank them, nicely, for taking the time to review your book.

Take the long view. Also understand that the Internet has brought together hundreds of book lovers (aka book bloggers) as never before, and not only do they share their love of books, they also discuss problems, issues and more. Angry authors have gotten plenty of bad coverage this way, with the result being that a multitude of reviewers have sworn they will never review any work by that author. Ever. There’s an adage about never getting into a fight with someone who buys ink by the barrel – a reference to newspapers and magazines – but the reality now is you don’t want to get into a fight with someone who has a blog with hundreds (or more) of followers, plus Twitter and Facebook accounts and the ability to broadcast bad news far and wide. Don’t let that be you!

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AME Blog Carnival: Tips and Tricks for Writers and Authors – December 8, 2014
December 8, 2014by: Paula
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Welcome to Author Marketing Experts’ Blog Carnival. This week features posts on social media, and book marketing, that we hope you’ll enjoy. Thank you to all of the contributors!

Book Marketing

Sarah Bolme submitted Visibility posted at Marketing Christian Books, saying, “Without contacts or glasses, my visibility is really poor. I can’t read things on my computer screen from a normal distance without these visual aids. Without visual aids, what I see on my computer screen is still visible, just fuzzy and unreadable. Many books suffer from a fate far worse than poor visibility. Many are invisible.”

examining laptop with magnifying glass

Hazel Longuet submitted Writing Tips: This Week’s Most Popular Writing Articles posted at A Novel Experience, saying, “I’m serving up this week’s portion of collective genius – articles on writing, self-publishing and marketing books, as decided by the actions of my social media followers. They’re a discerning bunch and have selected some great articles this week. So kick-back and jump into the tasty world of writing…”

Social Media

Erica Verrillo submitted 15 Reading and Writing Communities That Can Boost Your Platform posted at Publishing… And Other Forms of Insanity, saying, “Reading and writing communities can be a great way to get feedback on your writing. They also host competitions for the most popular stories, which are then publicized. On some of the larger sites, notably Wattpad and authonomy, there are tie-ins with media, publishing houses, and, in the case of WEbook, a service that helps writers pitch directly to agents.”

That concludes this week’s carnival. Our weekly roundup offers the best book marketing, self-publishing, writing, and general publishing industry tips to guide authors, would-be authors, publishers and others on their book journey. Submit a post to our weekly carnival by using this link: http://www.amarketingexpert.com/submit-ame-blog-carnival/



Best of the Web Book Marketing Tips for the Week of December 1, 2014
December 5, 2014by: Paula
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Gain some great advice and ideas from these book marketing tweets to guide you, courtesy of bloggers, marketers, authors and others. The topics include 15 reading and writing communities to find readers, 6 ways to jump on holiday sales, a writer’s guide to mental health, and more. Happy marketing!

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* 6 Ways to Jump on Holiday Sales

You’ve still got a chance to get some sales for the holidays:

http://writersinthestormblog.com/2014/11/6-ways-to-jump-on-holiday-book-sales/

holding out a gift

* What Authors Should Know About Amazon Book Categories

Did you know Amazon has a separate setup for print books and ebooks? You can select two categories per book, and here’s how you should choose:

http://marketingtipsforauthors.com/2014/10/authors-know-amazon-book-categories.html

* Where the Readers Are: 15 Reading and Writing Communities that Can Boost Your Platform

You may not have heard of some of these sites – like Scriggler, WEBook, Critters – but they could be great places to find readers:

http://publishedtodeath.blogspot.com/2014/12/where-readers-are-15-reading-and.html

* Frazzled, Overwhelmed, Swamped? A Writer’s Guide to Mental Health

It’s easy to get caught in the trap of trying to do everything. Here’s how you can talk yourself down:

http://annerallen.blogspot.com/2014/11/frazzled-overwhelmed-swamped-writers.html

* How to Optimize Your Pins for the Pinterest Smart Feed

If you want additional exposure on Pinterest, learn how to use the smart feed:

http://www.socialmediaexaminer.com/pinterest-smart-feed%E2%80%8B-optimize-pins/

* How to Sell More Books to the Right Target Audience

Ask yourself these key questions so your book will be noticed by the right people:

http://thefutureofink.com/target-audience/

* 10 Ways Authors Can Make Crowdfunding Work

You can use crowdfunding to raise money for your publishing project, and also collect pre-orders and market your book pre-publication. Here’s how:

http://marketingtipsforauthors.com/10-ways-make-crowdfunding-work

* Tips for Making Sure Editors Don’t Skip Over Your Email Pitch

Research reveals that email is the best way to pitch editors; and your subject line is what really matters:

http://www.mediabistro.com/prnewser/tips-for-making-sure-editors-dont-skip-over-your-email-pitch_b102912



Hashtag Do’s and Don’ts
December 5, 2014by: Penny Sansevieri
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Now that Hashtags are so popular, it’s a great idea to use them. But there are specific things that work and that don’t work for Hashtags, let’s look at a few:

POSTED hashtag do's and don'ts 12042014 - blog_pin

 

Do:

– Shorter Hashtags are always best, longer hashtags take up too much space in your tweet.
– If you’re creating your own hashtag, make sure that it makes sense to the follower. Using keywords in hashtags is always a great idea.
– Take a look at sites like Hashtags.org and see if you can use a hashtag that’s trending and relevant to your topic. You can also use Twubs.com (another great hashtag directory) to find solid, trending hashtags and their conversations.

Don’t:

– Use too many hashtags in a tweet or other post; it will just get distracting and hard to read.
– Using hashtags that are too hard to read, understand, or too quirky. Being quirky is fine if it’s part of a trend, such as #angiesrightleg which was a trending tweet a few years ago at the Oscars, but otherwise stay away from long tweets that are too hard to understand.
– Don’t use more than two words in your hashtags, the longer they are the harder they are to read.
– And finally, don’t use a hashtag just for the sake of using it. It won’t get you blacklisted per se, but it won’t help in your online marketing efforts, either.

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12 Ways to Create a Mailing List That Will Sell Books: Tip #33 of 52 Ways to Market Your Book
December 3, 2014by: Penny Sansevieri
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Welcome to Tip #33 of our 52 Ways to Sell More Books! I hope you’re enjoying these tips and they are helping you sell more books.  So, ready? Here we go!

12 Ways to Create a Mailing List that Will Sell Books

We’ve all heard this: capture email addresses on your website so you can market to them again. So we do, we capture email addresses and then we wonder what to do with them. What if you don’t really have news? Do you mail the list anyway? How can I monetize my list, and how much is too much?

We’ve had The Book Marketing Expert Newsletter for over eight years now and the newsletter, bursting in content, is one of the best promotional tools my company has. We’ve never done a single piece of advertisement for my firm; all of it has come from word of mouth, online, and our newsletter.

The key to a good newsletter list is simple really and the biggest piece of this is you’ve got to have something useful to say. While your friends and family might enjoy hearing about your latest book signing, people who happened onto your site and subscribed to your ezine might become bored with this information and unsubscribe. If you have a list or are considering starting one, consider these tips to get you going and help you maximize your newsletter.

Tip 331. Timing: How often you send the newsletter will really depend on your crowd, but I don’t recommend anything less than once a month. I know some people who send a quarterly newsletter and that’s fine if you don’t really have much to say, but if you’re looking for content so you can send the newsletter more frequently, then read on; I have some ideas and ways of maximizing the use of content for your newsletter.

2. Distribution: How will you send your newsletter? If your plan is to email it, forget it unless you have less than 100 subscribers. Anything over that and you should consider using a service like Aweber or Constant Contact. These places will handle your subscribes and unsubscribes for you. If you start mailing to a list larger than 50 from your email service, you run the risk of getting shut down for spam.

3. Easy Opt In: Make it easy for people to sign up. Make sure there’s a sign-up on your website, preferably the home page and then a mention of it again on your most popular page which, for most of us, is our blog. The opt-in will take new subscribers to your welcome page (which we’ll talk about in a minute) and handle sending your new readers right into the mailing list.

4. Ethical Bribe: So what will you give readers to get their email? It might not be enough just to tout that you have this fabulous newsletter; in fact, often it isn’t. Have something that they’ll want, a key item: e-book, tip sheet, whatever will entice readers to sign up for your newsletter. Here’s a hint: give them something they’ll have to keep referring to again and again so that your name and book stays in front of them.

5. Free: There are some folks in the industry who try to charge for their newsletters. Listen, I get it. A newsletter is a lot of work, but if done properly, it is a key promotional tool and therefore, should be free. Magazines can charge for subscriptions, you can’t. Make it free. Don’t even put a value on it. I know folks who do this, too. I think the value of the newsletter should be evident in its content, not in the price you chose to put on it.

6. Welcome pages: After someone signs up for your newsletter, what will they see? A simple thank you page on your website is a waste of an opportunity. Make sure there is a welcome page that shares their freebie (the ethical bribe) and tells them about one or two of your products. It’s also a great idea to offer a special on this welcome page as a “thank you” for signing up to your mailing list.

7. Check your facts: The quickest way to lose subscribers is to publish a newsletter full of factual mistakes. Do your fact and link checking prior to it going out. Seriously. It’s important not just to the credibility of your newsletter, but to you as well. I mean who wants to buy something from someone who can’t even be bothered to check their facts? Also, please get your newsletter edited. I’ve seen some newsletters with a disclaimer that they are unedited. If you aren’t an editor and can’t afford one, see if you can get it done for free and then blurb the person in your newsletter as a way to reciprocate. Remember, everything is your resume. Would you send a CV to a potential employer that was full of typos? I didn’t think so.

8. Promote: This is key because once you decide to do a newsletter you’ll want to promote it. You can do so by adding it to your signature line in email (“sign up for my newsletter and get a free …”), you should also never go to a book event without a sign-up sheet, and add your newsletter info to the byline of any article you write that gets syndicated online.

9. Collaborate: If you’re strapped for content and time, why not open up your newsletter to other collaborators? Our newsletter, The Book Marketing Expert, is a collaboration of a lot of voices. We have publishing tips, website tips, social media tips, and the main article. It’s a great way to let others have a voice in your newsletter, which helps to promote them – and the best part of this is that if you have a collaborative newsletter you can all promote it to the different people you touch in your travels. This will help increase your sign-ups exponentially because you’re hitting that many more people. Your collaborators should be in the industry, but specializing in different areas. This will give your newsletter the flavor and interest it needs. Don’t worry about sharing your newsletter space with others, we’ve done it this way for years, and it’s a great way to build lots of useful content.

10. Be generous: Give lots of good information. By giving away good information people will want to read it, and when they read it you will build a readership and loyal following, not just for your newsletter but for your books and products as well.

11. Balance:  The key to a good newsletter that will not only get read, but passed along, is balance. By this I mean balance giving with selling. My general rule of thumb is 95% helpful information and 5% selling; while that number may seem low, trust me, this is a great balance. Yes, you can offer specials and offers to your readers, but that’s the 5%.

12. Content creation: While it may seem daunting to have to write content for a newsletter every month or every two weeks, you can use and reuse this content because not everyone will find you in the same place. What I mean by this is that some folks will find you on your blog, others might find you on Twitter and still others will find you by searching online and happening on an article you’ve syndicated. Once I create content for The Book Marketing Expert Newsletter, that content is then redistributed and reused in places like our blog, my Twitter account (@bookgal) our Facebook Fan Page (http://www.facebook.com/pages/Author-Marketing-Experts-Inc-AME/43882181670?ref=ts) or on my page at The Huffington Post (http://www.huffingtonpost.com/penny-c-sansevieri). Use and reuse your content, though not too much. I generally will use my articles in one or two other places and that’s it, but the point is that they can be used again.

The idea behind a good newsletter is one that not only brings your readers in, but keeps them interested. It’s the marketing funnel we marketing people love to talk about so much, once you get someone to sign up, stay on their radar screen with helpful content. Once you do, you’ll find not only loyal readers, but loyal buyers as well.

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