The Book Marketing Expert Newsletter June 11, 2009

by | Sep 16, 2009 | Book Marketing Basics

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A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.

June 11, 2009 Issue #197


in this issue

— Note From The Editor

— The Changes in Keywords

— Featured Article – Savvy SEO: What is Anchor Text and Why it Matters

— Lucky Magazine

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

— What Type of Content Works Best on Social Media Sites?

— Book Bits and Bites

— Quick Book Cover Tip

— “Likeability” – is a Must!

— More Social Networking Sites

— Don’t Lock up Your Stuff

— New Episode: The Publishing Insiders All About Twitter

— Get Social Media Savvy With Penny!

— Promote Your Book NOW

— Wondering What to Say Online?

— Ways to Buzz Your Book!

— Twitter Tip: ReTweetist

— Twitter Tip: Twerms

— 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,

Well another fantastic Book Expo America is behind us and what a great time we had. We promise to post pictures on our blog soon! We’re pleased to say, though, that the attendance was good and the fair was exceptional once again. We were sorry to see it end!

So have you ever heard the term “anchor text ” and wondered what the heck it was? Well, this week we’re taking a look at this important but often overlooked part of your online marketing. We’re also taking a look at what kind of content works best for social media sites and as usual, you’ll find all kinds of handy book, publishing, Twitter and other tips packed throughout this issue. We hope you enjoy it!

Wishing you continued publishing success,

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

Follow me on Twitter:

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: ‘Facebook Frenzy:’

The Changes in Keywords


According to a recent survey by Hitwise, search queries on all major search engines are getting longer and longer. Search queries using five keywords are up 6 percent and search queries using eight or more words have risen an astonishing 22%. Longer keyword searches really help with targeted searches and (if you’re optimizing your site for keywords and keyword strings) can make the difference between a site found and a site buried on page 54 of a Google search. According to this study, one and two keyword searches dropped in popularity by three percent.

Featured Article – Savvy SEO: What is Anchor Text and Why it Matters


If you ask any Search Engine Marketing Expert they will tell you the importance of anchor text. So what is this exactly? It’s the hyperlinked text that you click on to follow a link. Most people overlook this text, using words like “click here” or other nebulous terms. If used correctly, anchor text can really help with your site ranking. It’s not that difficult to implement really, you just need to understand a few basic concepts.

First, anchor text should be descriptive. It should describe the link you’re sending people to using keywords that reflect the page you’re recommending.

Second, if you know the high traffic keywords for your market you can use those as well to describe the link (but only if the keywords relate to the page you’re sending visitors to).

Third, knowing where to use anchor text is almost as important as the text itself. All external links should be anchor text, but often web designers forget internal links (i.e. links leading to pages within your site) although they are equally as important. Your home page is also critical for anchor text links. If you have a blog (and you should) make sure that any article, web site or blog you reference has anchor text in the hyperlink.

Creating these hyperlinks is easy, especially if you’re using them in a blog. Most blog software has some very simple one-click anchor text creation widgets.

So take some time and go through your site, make sure that anything you have hyperlinked is anchor text. Stay away from nebulous terms like “click here” or “follow this link” because you won’t get picked up by search engines that way. Make sure the text is focused and specific. How long can anchor text be? It doesn’t have to be long, but if need be, it can be multiple words. Keep in mind that as long as the words are relevant to your topic, the anchor text verbiage is all that matters.

Lucky Magazine


The ultimate shopping and style guide, Lucky magazine targets young women who want to know the latest in fashion, beauty, the home and more. Launched in December 2000, the magazine currently has a circulation of 1.1 million, making Lucky one of the most successful Conde Nast launches.

Lucky has an interactive website with shopping, style and advice tips, blogs, city guides and more. Readers can subscribe to an e-newsletter and friend Lucky on Facebook as well as follow Lucky on Twitter.

Editorial calendar:

August: reinvention issue

September: Fall Fashion

October: City Style

November: Lucky Shops

December: Holiday

Read the magazine and visit the website to get a feel for the informal style and before offering comments and suggestions. The magazine loves great deals/shopping on a budget, hot style tips, shopping trends and giveaways.


4 Times Square

New York, NY 10036

Phone: 212 286-2860

FAX: 212 286-4986

Email form:


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! A new class list is coming soon so be sure to check it out!

Keyword and Meta Data Workshop w/ Jeniffer Thompson

When: Thursday , June 18, 4 pm – 5 pm

Description: Your online campaign needs to be structured around keywords that pertain to your topic and the benefits your audience will search for online. This 30 minute session teaches you how to create powerful keywords that you can use throughout your blog posts and in the back end of your site. You will also learn the importance of title tags and how people will find you in a search. Targeted keyword optimization is the best way to lead your readers to your blog!

Making the Most of Your Google Account w/ Jeniffer Thompson

When: Thursday, June 25, 4 pm – 5 pm

Description: Google offers a wide range of SEO and networking tools that will increase your exposure and gain you the added visibility you’ve been looking for. Learn all about Google Alerts, Google Base, Google Checkout, Google AdSense, using YouTube to enhance the experience for your readers, tracking your traffic and much, much more. Don’t miss this 30-minute tutorial on making the most of these free tools that will make your blog sing!

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, just visit the AME-University All Access Pass.

What Type of Content Works Best on Social Media Sites?


If your goal is to build a presence on the Internet using free social networking sites, it’s imperative that you provide the right kind of content for your audience to digest. This one tip can help you develop a loyal following that appreciates your message so much they help spread your links for you to other like-minded individuals.

Web-based social media content isn’t the same kind of text that you would read in a professional publication. Your audience is used to verbiage more conversational in nature. You want to write as if you’re having a one-on-one conversation with your reader, as I am to you right now.

Content on social media sites should also be provided in easily digestible chunks. See the paragraphs I’ve created here for you? They’re not 20 lines deep. You don’t want to try to post content that would rival a novel on one single social networking page. When you have that much content, you need to break it up into multiple pages, leading your reader from one to the next – or create an info product like an eBook and sell it or give it away from the pages you create.

Depending on your goal with using these Web 2.0 social sites, you may want to practice the art of using teasers with your audience. A good teaser provides just enough value to your reader to make them believe they didn’t waste time reading your work – but it leaves them wanting a little more, which is why they’ll click through on your hyperlinks and buy your products or services.

Good social media content answers questions or solves problems that your audience has. You can use free keyword tools to figure out how consumers are searching on Google and create content online that uses those keywords and makes your Web 2.0 masterpieces “findable” on the ‘Net.

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


The Great E-Book Experiment: Strapped for cash, California is going to test e-books for select students/schools to see if it can save money as well as wear and tear on young bodies that currently lug around many heavy textbooks. The CA experiment will be closely watched in the UK, which is considering a similar measure. See the Times online article.

The Dictionary 2.0: is a dictionary that evolves as language does. On Wordnik, users can add new words and meanings, tag words with related expressions, see real-time search results for words from Twitter and Flickr, discover how many Scrabble points each word is worth – all on one page. Check it out!

A Laugh A Day: Has to be a good thing, and Reader’s Digest has compiled a new list of Wild and Crazy Book Titles. Choose from Where Underpants Come From, People Are Unappealing, Fatally Flaky and many more. Find your favorite from this list.

That Millionth Milestone: Three cheers for the English language, which officially has 1,000,000 words. The contenders for this honor include Mobama, Noob, Chengguan and Jai Ho! The Telegraph UK has the perfect story to mark the occasion.

Quick Book Cover Tip


Remember the old rule of thumb was that your cover had to be viewable from twelve feet away? While that’s still true there’s another thing to consider when getting your cover designed. Complicated, intricate images, while they may translate well for the actual cover size, don’t work well for the smaller images you see on sites like Amazon. With the ever-shrinking window of placement opportunity in bookstores, more and more shoppers are going online to find their books. Consequently, if your book cover doesn’t translate well into a thumbnail image you could be losing sales. People do judge a book by its cover, and if a potential reader can’t see it, they likely won’t buy it.

“Likeability” – is a Must!


Never underestimate the power of “Holy Moly – I love that gal” energy and chemistry! Remember when Sally Field won the Best Actress Oscar and said “You really like me, you really, really like me” and everyone laughed and thought she was corny? She may have been a bit over the top but no one forgot her. She was so genuine and appealing that people remember that acceptance speech to this day. Likeability – I can’t stress the importance enough.

Whether your pitch is by mail, email or phone the more likeable you are the more apt your chances for landing the interview. If your book is of a serious nature or a topic that doesn’t scream excitement or entertainment it’s even more important that you let your personality and authenticity shine. The audience needs to not only like you but believe you so be sincere, passionate, and enthusiastic.

Sell yourself and you’ll sell me! If you can’t totally convince me with your content convince me with your charm and creativity. In media there is nothing better for book sales than a great story told by someone engaging and likeable!

For more information or to schedule a coaching session go to 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

More Social Networking Sites


If you’re ready to collaborate with some local businesses in your community, you’ll love You can also find local events here related to your market. Their tag line is: business networking that doesn’t suck. You gotta love that! lets you create a profile, blog and listing for your products. They also have some opportunities to participate in virtual trade shows. another neat little networking site that lets you connect with other business owners and promote your product and services.

Don’t Lock up Your Stuff


It’s amazing to me how some people are so careful about getting their “stuff” out there. Sometimes they’ll make it hard to find (a link that’s buried on a web site), or they will require that users have a password to access their site. Yes, I know, membership sites *do* work, but honestly, unless the content is “I must have this now or my world will come to an end” I don’t know if any of us have time to noodle with yet another password. Restricting access to your material or making it hard to find on your site can be deadly in a Web 2.0 world. Readers, consumers, buyers want fast and easy access to content and guess what? If they can’t get it from you they’ll get it somewhere else. Share what you have and make it easy to find, you’ll be glad you did.

Tip: Not sure if your content is easy to access on your web site? The next time you’re doing an event or book signing (you can even blurb this in your newsletter if you have one), offer to give your visitors a “freebie” if they are willing to go home and evaluate your site. Have them click all the links and even create a short questionnaire that they can fill out and return to you. Once they do they’ll get a free download, free eBook, whatever. Sometimes the best way to get feedback is directly from the user.

New Episode: The Publishing Insiders All About Twitter


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.

Available for download – The Publishing Insiders podcast All About Twitter, what you need to know and tips on how to do social media and still have a life, with special guest author/blogger Chris Hamilton:

Publishing Insiders is also available on iTunes, so you can keep up with the show wherever you go!

Get Social Media Savvy With Penny!


Penny will be teaching Twitter-mania & Understanding Social Networking, a live 4-week Webinar beginning June 24 at 8:00 pm (Central) and ending July 15. If you’re ready to jump on the social media bandwagon but aren’t sure where to start this four-part series will teach you everything you need to know about Twitter, Facebook, weaving together your social media strategy and how to use all of these tools to help you sell more books! Learn more here.

Next week Penny will be featured on the teleseminar How to Turn Your Self-Published Book (or E-book) Into a Best Seller Using Red Hot Internet Publicity Tools. The teleseminar is Wednesday, June 17 at 12:00 pm PST. If you’ve written a book and need a low-cost but effective promotional campaign to get it out to the masses, then you need to sign up for this call! For details, go to Success Stream.

Promote Your Book NOW


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:

Wondering What to Say Online?


Here’s a thought: if you’re wondering what to say on Twitter, Facebook, or any other social media site, consider this: Don’t say anything you wouldn’t say at a networking or cocktail party. Why? Because if you won’t say it to someone standing next to you, you probably shouldn’t say it online.

Ways 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 Tip: ReTweetist


ReTweetist: This site lets you see the hottest retweeted links. Great for gauging popularity!

Twitter Tip: Twerms


Twerms: Enter any Twitter username at the end of this URL and see what they are tweeting about. Here’s mine!

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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