The Book Marketing Expert Newsletter January 8, 2009

by | Sep 16, 2009 | Book Marketing Basics

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A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.

January 8, 2009 Issue #186


in this issue

— Note From The Editor

— Pitch the Producer, Media BootCamp!

— Trend Spotting and Predictions for 2009

— Plenty Magazine

— AME-University: Book Marketing, Publishing, and Internet Marketing classes

— Make Word of Mouth Work for You

— Book Bits and Bites

— National Indie Excellence 2009 Awards

— Entitlement

— A Great Keyword Research Tool

— Protect Your Brand

— Listen to The Publishing Insiders

— The Gift That Keeps Giving

— Now IS the Time to Promote Your Book

— Reader tip: Make Your Email Signatures Work

— Learn to Buzz Your Book!

— Twitter Resource – The Daily Follow

— Twitter Tip – Keep Your Name

— Reader Tip!


— ————————————————————

Penny C. Sansevieri, Editor


You are receiving this newsletter compliments of Author Marketing Experts, Inc. To opt out, please scroll down to the bottom of this newsletter.

Note From The Editor


Welcome to another issue of the Book Marketing Expert Newsletter!

Dear Author,

Welcome to 2009! It’s a new year and if you’re ready to approach your marketing with a renewed effort you will love this week’s article. I took some time over the holidays to research some trends and even made a few predictions for 2009. I hope this will help you in your marketing efforts and maybe even give you insight into a few new areas you might not have considered.

This week we have a packed issue and a brand new category: Twitter Tips. If you’re on Twitter, you’ll love this section dedicated to everything about micro-blogging. It’s a hot new trend, if you’re not on Twitter you might want to consider registering and getting a feel for the site. You can find me on Twitter at:

If you’re in the Phoenix area stop by Changing Hands bookstore. Producer Laura Holka and I will be doing a marketing and media event from 2-4 pm on January 17th. We’d love to see you there! And look for me on the Pat McMahon show on January 15th and The Chat Room on January 16th, both of these shows air out of AZTV in Phoenix, Arizona.

From all of us to all of you, we wish you a very happy, healthy and super successful 2009. We’re glad you’re here with us and thank you again for reading and enjoying our newsletter!

Penny, Paula, Susan, Lauren, Alex, Nancy and everyone at Author Marketing Experts, Inc.

P.S. Have you been wanting to dip your toe in Internet marketing but aren’t sure where to get started? We have just launched a series of effective, innovative, and super-affordable marketing programs. Send an email to: to find out more!

P.P.S. Check out our blog!

We offer great tips and insights, such as: ‘Monetizing the Web:’

Pitch the Producer, Media BootCamp!


Learn how to create a pitch that will get you on TV!

Event date: January 24 at 10 am PST

If the idea of pitching is daunting to you, let Producer and Media Strategist Laura Holka help you craft your pitch. During this one hour session she’ll brainstorm your book pitch with you so you get a pitch no producer can refuse. She’ll also teach you the ins and outs of pitching the media. This session is limited to 10 authors. One lucky attendee will get invited to be on The Chatroom in Phoenix, Arizona and the first three authors who register will get a free electronic copy of From Book to Bestseller and Red Hot Internet Publicity. Session cost: $199. FMI or to register send an email to:

Trend Spotting and Predictions for 2009


As we roll into 2009, I thought it might be a good idea to take a look at some trends for the New Year and ways you can turn these trends into profits for you. Increasingly, we find that with attention spans shrinking, trends seem to come and go a lot quicker. That’s why it’s imperative to know your market and know what the trends are that will have a long-term affect on your sales as opposed to those that are fairly short-lived. Some will be expected trends but I think you’ll find a few surprises in here as well.

1) Green: anything and everything or related to conservation. The same is true for organics and organic products and books related to these topics. Also, keep in mind that it’s not cheap to be green so the more you can teach people how to be green and save money, the more popular your book or product will be.

2) Entrepreneurs: more and more people are leaving their corporate jobs (whether willingly or through a layoff) and finding a safe haven in the entrepreneurial market. Anything related to office, home office, start-ups, inspiration for business owners, whatever it is, it’ll be in high demand. We’re seeing a huge uptick of folks starting businesses and in fact, it’s predicted to be a very fast growing market in 2009.

3) Social networking and anything related to Web 2.0: whatever you’re doing, make sure you’re doing it online. There’s a huge surge in this market and we predict an even bigger one to come. If you’re not online in a way that supports your book and gets to your consumer then you should make that your #1 priority for the New Year.

4) Outsourcing: this is a big one. As more companies lay off, outsourcing options will expand. I’ve read reports saying that companies will start outsourcing everything from HR to accounting. This is great news if you offer a service; if you do and your book ties into this position use your book as your business card. Now is the time to expand on the benefits and cost savings of going the outsourcing route.

5) Business coaching: could it be that the explosion of entrepreneurs will require more business coaches? Possibly. But trends suggest that any business related coaches will be in high demand. Coaching, while having become a bit of a cliché term, is still a popular field, no matter how you define it.

6) DIY: the do it yourself culture will be out in full force in the New Year. If your book or product dials into that in any way, make sure to maximize this benefit in your marketing materials. (see #8 too)

7) Pets and anything related to pet ownership: it’s been a trend for years and it only keeps getting bigger. Anything pet-related and any other sort of tie-in will be huge and only grow even more as the year wears on. Four out of ten US households have a pet (most of them a dog), so offering up products and services to that market is a sure win. Also, there are particular markets that tend to be recession proof. Pet services is one of them.

8) Home: consumers are staying home more than they ever were. If your book is on decorating, home-care, DIY renovation, real estate, and anything in between get out there and market it aggressively to decorating sites, home owner-related sites, the DIY market (you’ll find a lot of these folks on Facebook) and real estate sites that are directed at consumers.

9) As time wears on the idea of browsing online is going to shift and consumers will want to get to their data, product, or service fast. What does this mean for you? Well for one thing it will force those of us who are marketing online to be pinpoint accurate in our messaging. There’s little or no time for fluff and, as I mentioned earlier, surfing for the sake of surfing is no longer part of the consumer mind-set.

10) If ads are your thing, then consider this, advertisements are going to become so desperate that you’ll start hearing a term called Shockvertising. This form of advertisement uses shocking words or images to get the viewers’ attention. We saw this in the UK with the ad for Dexter. I’ll save you the description, it wasn’t pleasant, but certainly shocking. You can only imagine, I’m sure.

If all of this has left you wondering how you can be a trendspotter in your market, here are a few ways you might be able to capture early trends within your marketspace:

1) Listen: listen to what your readers/consumers are asking for. If you start seeing the same request over and over again this might indicate an emerging trend.

2) Read: read publications in your market, go to conferences (these don’t always have to be in-person events, they can also be online) and get to know who your competition is in this space. Read publications, other books. The best sales person is one who is constantly learning.

3) Go online: find out what people are buzzing about on blogs, web sites, even Twitter. You’ll get a lot of real-time data to work with when you know where your audience resides and where they’re talking about what you’re selling!

As we all try to make our marketing dollars count for even more, trends and marketing to these groups is becoming even more important. Taking risks often means wasted marketing dollars. The more certain you can approach marketing, the better served your campaign will be and the quicker it will get off the ground.

Plenty Magazine


Plenty is not just a magazine, it’s an environmental media company dedicated to the green revolution.

The bimonthly magazine was launched in 2004 – with both digital and print versions – and explores ways to move away from fossil-fuel dependence and toward natural energy such as wind and solar power. Their motto: it’s easy being green. The magazine claims a readership of 500,000.

Paper for the print edition is 85-100 percent recycled and contains 20-30 percent post-consumer material. They also offset their carbon footprint (the energy used to print the magazine and run their offices) with Green Mountain Energy. The website includes daily news reports, a netletter and blogs on a variety of eco issues.

Topics take a green perspective on food, travel and fashion as well as technology, business and culture, including books.

The website offers writer’s guidelines and the editors want well thought-out pitches that include details targeting a specific department, not a general query about a topic – it’s highly recommended you read back issues first. Pitches and clips should be sent via e-mail to

PLENTY magazine

250 West 49th Street, Suite 403

New York, NY 10019

Phone: 1-212-757-3447

Fax: 1-212-757-3799



AME-University: Book Marketing, Publishing, and Internet Marketing classes


These free teleclasses from AME-University may be just the thing to get your book marketing savvy ramped up!

Landing an Agent with Power Query Letters by Jeff Rivera

When: Wednesday, January 14, 4pm – 5pm

Description: Jeff Rivera of will teach a tele-seminar on How to Land a Literary Agent. Mr. Rivera has helped his clients score thousands of requests from top literary agents for their manuscripts from The William Morris Agency to Writers House. The first hurdle in getting representation is receiving a request from an agent for your manuscript and in this special tele-seminar class Jeff Rivera will teach you how to write a Power Query Letter guaranteed to bring you results.

Landing Celebrity Endorsements by Jeff Rivera

When: Wednesday, January 21, 4pm – 5pm

Description: Jeff Rivera of will teach a tele-seminar class on How to Land Celebrity Endorsements for Your Book. Landing Celebrity Endorsements can mean the difference between scoring a book deal or not, between selling a handful of books and selling thousands. Jeff Rivera has landed endorsements from celebrities from Jeff Foxworthy to Kenny Rogers and from Oscar winners to Grammy Winners. If you’ve always wondered how you could land a celebrity for your book you’ll want to stay tuned for this special class.

How to join in:

To sign up or learn more about these classes send an email to

The AME website has a complete class listing for handy reference:

Missed a class? Here’s an easy way to catch up on past classes, go to: a2ef-a9f6-4f98-376f0809e90b.mp3.

Make Word of Mouth Work for You


If you have a blog or website, you’ve got to use this new tell-a-friend viral tactic.

You can power every page, blog or site with Tell-A-Friend and let your visitors reach out to their friends via Email, IM and Social Networks without ever leaving your site.

You’ve seen the major online sites like Facebook use this – now it’s available to you as well.

To see a video explaining this visit:

Tip offered by Susan Gilbert, AME’s Search Engine Marketing Expert and Web 2.0 company owner,, which provides Social Networking websites and services.

Book Bits and Bites


With All Due Respect: Oh wait, that’s a cliche that’s made the Oxford English Dictionary’s list of “bad words.” Our bad. According to OED, the 10 most irritating phrases include “I personally,” “Absolutely,” “24/7,” and “It’s not rocket science.” Of course we never use those words. Washington Post’s Book World editors enhanced the list with their own picks, and perhaps you’ll have some choice words to add, too.

The Black Stallion Still Rocks: We won’t get into why we were even strolling down memory lane and recalling some fav childhood reads, but it did make us curious. The Black Stallion series was a beautifully written, exciting series of books – does anyone read them today? According the website, yes; in fact, author Walter Farley’s son Tim runs a literacy foundation.

A New Kind of Chick-Lit: This genre has taken off and splintered into subgenres such as mommy chick lit and vampire chick lit. Now there’s a new genre, notes the Christian Science Monitor – quiche chick lit for food lovers, which includes titles such as ” I Loved, I Lost, I Made Spaghetti: A Memoir” by Giulia Melucci. Read about more mouth watering titles here.

Amazon Launches Author Stores: In a move that should help raise author (and book) profiles on its site, Amazon has introduced Author Stores, single pages that list all books from a particular author, as well as other features. The Author Stores launched before the new year with 2,500 pages; the goal is to have a page for every author who has books available on Amazon.

National Indie Excellence 2009 Awards


The National Indie Excellence 2009 competition presents a wonderful opportunity for all independent, small press and self-publishers seeking more recognition within the publishing industry.

Winners and finalists will receive national media and industry exposure! A news release will be sent out announcing the results to national media, print and radio contacts.

All winners and finalists are eligible for the new Editor’s Choice prizes, the grand prize is valued over $4,000!

More information, category listings and entry forms are available at:



As a producer I’d like all guests to begin 2009 without a sense of entitlement. Here are some basic tips to keep in mind when you are being interviewed. Whether it is a news segment, morning show or entertainment program the basic rules of “Television Politeness” apply:

– Never assume makeup or a dressing room is provided. Come camera ready.

– Don’t be picky about segment placement. It doesn’t matter if you are the first or fifth guest; in the first ten minutes of the show or the middle of the third hour. Your time is your time so make good use of it.

– If the length of your segment is three minutes and someone else is getting twelve minutes; don’t feel slighted just make the best of the time allotted for your interview.

– Don’t base your interview acceptance on a show’s ratings. The audience demographics, in my opinion, are much more important. For example: A mom talking about her book on daycare will fare better on a midday program geared towards women than a 5 pm news program sandwiched between weather and sports. Know your audience!

– Don’t expect to get to a television station and do a pre-interview with a producer or talent. Asking basic questions is certainly fine and welcomed, but it’s crunch production time for the producer so be courteous of their schedule.

– Follow the lead of the interviewer and go with the flow of his questions. It’s his show. Do your best to keep the topic focused on your book but be open to spontaneity. Television is an entertaining, informative and visual medium so relax and enjoy your time in the spotlight.

– Do not expect a lengthy critique of your performance. Most producers or talent only have time for a quick “Great Job” and thank you.

So remember – it’s never a good idea to show attitude or entitlement as a guest. Practice the art of being grateful and gracious. Be happy and thankful for the opportunity to spread your wings!

For more information or to schedule a coaching session just email me at or call (602) 509-6468.

~Tip offered by Media Veteran Laura Holka, who is the producer of the Pat McMahon Show & a Media Consultant. She can be reached at or email

A Great Keyword Research Tool


Here’s a quick and free way to do keyword research. lets you type in any keyword phrase and displays the approximate number of searches for your phrase for Google, Yahoo Search and Microsoft Network.

Protect Your Brand


As you develop your brand, you will need to procure a URL/domain name. Remember, you can buy more than one URL: buy your name, all top-level domains (.com, .net & .org), any common spelling variations of your name, and the name of your book or books – all of these can point to your main domain name. Also, consider reserving the corresponding social networking names that represent your brand. For instance, even if you do not use, Blogger, Twitter, Digg, Facebook, or LinkedIn, it is still a good idea to create an account name that mirrors your web presence (domain name/URL). When you decide to further your Internet marketing efforts you’ll be glad you did – and, this keeps your competition from getting the jump on you! All the best for 2009!!

Tip offered by Jeniffer Thompson, author of Web Site WOW, Turn Your Web Site Into Your Most Powerful Marketing Tool, Thompson is also the President of Monkey C Media, a full-service design house offering author web sites, book cover design, book teaser videos and much more,

Listen to The Publishing Insiders


Be in the know and hear what the publishing insiders: Penny Sansevieri, CEO of Author Marketing Experts, Inc. – and her guests – have to offer in terms of tips and insights into the industry! Listen here. Publishing Insiders is now available on iTunes, so you can keep up with the show wherever you go!

The Gift That Keeps Giving


Their Way Home opens your heart, enlightens your mind and touches your spirit. After reading it, your ideas about life will be forever changed…for the better.

Order Their Way Home at Your purchase will help homeless women and children & you’ll get phenomenal gifts.

Now IS the Time to Promote Your Book


Looking for inexpensive ways to promote your book? We’ve just developed and launched an exciting series of budget-friendly programs that still pack a powerful punch! Think you can’t market your book in a tough economy? Think again – we’ve got the answer! Email us for more details:

Reader tip: Make Your Email Signatures Work


In an earlier BME newsletter a reader tip mentioned adding links to your email signature line. I’ve heard that this is not a good idea to do since many spam filters will block incoming email with two or more links – a notorious tip-off that the message is spam.

The way I get around this is to only put one live link on my email signature line, but include the others without the live link as below:

Laura Benjamin, President

Pinehurst Press Ltd.

Communication & Career Strategies

Ph: 719-266-8088 | Cell: 719-651-8742

Follow me on Twitter at: coloradocoach

Learn to Buzz Your Book!


We’ve designed our products with your success in mind! Regardless of where you are in your publishing journey, we’ve got a product that will suit your needs. Check out our books, special reports, and our audio programs, all designed to help you reach publishing success!

Twitter Resource – The Daily Follow


The Daily Follow newsletter is a free ezine that spotlights resources, thought leaders, celebrities and interesting people to follow in Twitter and other social media. Sign up at

Twitter Tip – Keep Your Name


Get your branding but also grab your name and don’t use an underscore if you’re trying to differentiate a name that’s already taken. Much like hyphens in domain names, these underscores can be difficult to remember. So what happens when you get two profiles? Do you have to keep both of them going? Not at all, just post a message that says “If you’re looking for me, you can follow me at (and list the active site).” And then list the account that’s active. You can do this for multiple names if you want and/or if you’ve got several names you’ve written under and don’t need to keep them separate.

Reader Tip!


If you’ve got a Reader Tip you’d like to share, please send it to with the subject line “reader tip.” Submissions should be 75 words or less.



Author Marketing Experts, Inc. is a full-service book marketing, promotion, and publicity company. We serve authors at all stages of marketing and promotion. We offer a full range of packages and services to choose from.

To see a price list or schedule a free consultation, send your e-mail to with the subject line “Author Services Info.” You can also visit our Web site at

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