by | May 3, 2011 | Book Marketing Basics

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A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.
April 28, 2011 Issue #245
in this issue
— Note From The Editor
— NEW AME Bonus!
— Feature Article: Craft an Exceptional Elevator Pitch
— Grab Attention With Video
— Book Marketing Resources From AME – At No Cost!
— Book Bits and Bites
— You Know Your Query Letter Sucks When – You Don’t Grab Them in the First Sentence
— Generate Buzz for Your Book With the Viral Book Sweepstakes
— Better Blogging
— Writers Conference Know-How
— Penny in the News!
— Hear What The Publishing Insiders Have to Say
— Win The Amazing Book Marketing Package
— 27 Things To Do for Your Book
— Self-Publishers Online Conference May 10-12
— Reader Tip: Double Duty Tweets
— Twitter Tip – Top Twitter Hashtags
— Twitter Tip – Twitter Topics
— 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,

I can’t believe it’s already the end of April, and as May looms, so does Book Expo America. Are you going? You should consider it. They’ve now added a DIY day on Saturday, which promises to be packed with educational programs and some great networking.
But before you go to any networking event, you should have your elevator pitch perfected. Not sure how to craft your own elevator pitch? Well, you’re in luck, this week we’re looking at creating an elevator pitch that does more than just pitch your book, it sells it too.
We’ve packed this issue with more tips and insider advice, and I hope you’ll enjoy it. And be sure to catch The Publishing Insiders (links to recent shows are in this newsletter). We’ve had some super guests on recently so tune in when you can!
Wishing you publishing success,

Penny, Paula, Susan, Sherrie, Yoonmi and everyone at Author Marketing Experts, Inc.

NEW AME Bonus!
Bonus item with any Virtual Author Buzz Tour purchase by May 15, 2011: We’ll send your book to up to 15 print magazines for their review/feature consideration!
$750 value. Signed agreement must be received by deadline along with payment (if doing a payment plan, first installment must be included either by check or credit card.)
To take advantage of this offer, please write in on your agreement “AMEMagazine15.” This not good with any other offer. Please email for more details.

Feature Article: Craft an Exceptional Elevator Pitch
What is an elevator pitch and why do you need one? An elevator pitch is a short one- to two-sentence description about the book. It’s the briefest of the briefest descriptions you can develop. The reason elevator pitches are important is that we have an ever-shrinking attention span, so you need to capture someone’s attention in a very short, succinct pitch.
How do you begin crafting an elevator pitch? The first step is to look at the core of your book. What is your book about, really? Looking at the core of your book will help you determine the primary message. The next step is to look at the real benefits to the reader. Not what you think the reader wants to know but what they actually need: What’s in it for the reader?
When I worked with people on elevator pitches, I found that they often kept the best sentence for last. This comes from being an author and saving the crescendo of the story until the final chapter. You don’t want to do that in an elevator pitch. You want to lead with the tease that will pull the reader in.
When would you use an elevator pitch? You might use it to promote yourself to the media, to book a speaking event, or to pitch a blogger. Elevator pitches can be used for a number of reasons and in a variety of ways. Once you create a great elevator pitch, you may find yourself using it over and over again. That’s a good thing!
Components of a great elevator pitch

All elevator pitches have particular relevance to them, but for the most part, every elevator pitch must:
• Have emotional appeal

• Be helpful

• Be insightful

• Be timely

• Matter to your reader!
Essential Elements of a Powerful Elevator Pitch

1. Concise: Your pitch needs to be short, sweet, and to the point.

2. Clear: Save your five-dollar words for another time. For your elevator pitch to be effective, you must use simple language any layperson can understand. If you make someone think about a word, you’ll lose them and the effectiveness of your elevator pitch will go right out the window as well.

3. Passion: If you’re not passionate about your topic, how can you expect anyone else to be?

4. Visual: Use words that bring visual elements to your reader’s mind. It helps to make your message more memorable and brings the reader into your story.

5. Stories: People love stories. It’s the biggest element of the elevator pitch: tell the story. I also find that when the pitch is woven into the story, it often helps to create a smoother presentation.
How to Craft Your Killer Elevator Pitch

• Write it down: Start by writing a very short story so you can tell the story of your book in two paragraphs. This will get the juices flowing. As you start to edit your story down from 200,000 words to two paragraphs, you’ll start to see why it’s important to pull only the most essential elements from your story to craft your elevator pitch.
• Make a list: Write down 10 to 20 things that your book does for the reader. These can be action statements, benefits, or book objectives.
• Record yourself: Next, record yourself and see how you sound. I can almost guarantee that you will not like the first few drafts you try. That actually is a really good thing. If you like the first thing that you write, it probably won’t be that effective. Recording yourself will help you listen to what you’re saying and figure out how to fine-tune it.
• Rest: I highly recommend that you give yourself enough time to do your elevator pitch. Ideally you want to let it rest overnight, if not longer. Remember the elevator pitch is perhaps the most important thing that you’ve created in your marketing package. You want to make sure it’s right.
Having a prepared “pitch” for your book will help you enormously, whether you are pitching the media, an agent, a publisher, or even a bookstore. Having a short, concise pitch will get and keep someone’s attention much faster and also increase your chances for a positive desired outcome. Keep in mind that if your elevator pitch is tied to current events, it might change as events change. A good elevator pitch can be fluid, but it should always be an attention-grabber. In a world cluttered with information and filled with noise, the shorter and more focused you can be, the more exposure you will get for your message!

Grab Attention With Video
Learn ways to enhance client communication and collaboration, and help support and drive new business with these tips:

Book Marketing Resources From AME – At No Cost!
“Like” our AME Facebook Page for marketing articles and tips, YouTube videos from our book marketing channel, notices about upcoming webinars, Publishing Insider shows, and more:
Need Book Marketing Content? Visit the articles page on our AME website and you’ll find a range of articles by Penny, which may be used along with her byline (provided at the top of the page) at no cost. The complete list is at
Learn ‘How to Succeed Online and Sell More Books’ and much more on AME’s Book Marketing Channel on YouTube. New videos are added regularly to keep you up to date on all things book marketing!

Book Bits and Bites
Bookstore Bingo: Have a laugh at the ludicrous things bookstore staff hear from customers,
Quick Quiz: Can you name the literary works in pictures?
Eau de Paper: It’s true, book lovers out there will soon be able to smell like a well-read book,
Books are Better In Bed: Now we have proof, thanks to this survey,

You Know Your Query Letter Sucks When – You Don’t Grab Them in the First Sentence
Agents are so busy nowadays they won’t even give a query letter an entire paragraph to grab them.
If you’ve passed the first test, what I like to call the scan test (meaning it looks professional at first glance), then you’ll be lucky to go on to the next test: the first sentence.
They might be patient enough to even give you the first few sentences, but Honey, if you don’t have it together by then, you can kiss your chances of landing that agent goodbye. There are so many different ways to grab an agent.
These are five of the techniques I use for my clients. I’ve ghost-written over 100 query letters for clients successfully. In other words, use these techniques – they work.
You don’t need to use all of them, just choose one.
Top ways to grab an agent with your query letter in the very first sentence:
1) Start with a question that makes them ponder.
2) Talk about a dramatic moment in your personal life that connects with the book you’ve written.
3) Tell them immediately about your platform.
4) Compliment them on a specific recent sale.
5) Tell them who referred you.
Use one of the five suggestions above and you’ll be one step closer to landing an agent.
Tip by Jeff Rivera, who is the founder of With over 100 clients to date, he has a 100% track record of getting at least 10 literary agents to request to read his client’s manuscripts and proposals.

Generate Buzz for Your Book With the Viral Book Sweepstakes
How would you like to promote your book to hundreds of potential readers for less than $6 a day?
Many authors do book giveaways, which sometimes help build mailing lists.
However, they don’t do what you really want: get visitors to tell hundreds of their friends about your book.
AME has a powerful and surprisingly affordable new solution. Our Viral Book Sweepstakes platform uses the latest Internet marketing techniques to attract visitors, showcase your book, and get visitors to invite their friends.
How do we do that? Visitors get a chance to win an iPad 2 when they join your mailing list, and they get even more chances to win that great prize when they use our tools to promote your book and get more people to visit your page.
Finally, a way to turn contacts into evangelists spreading the word of your book and generating buzz.
AME makes it easy and affordable. We provide the viral platform, rules, a great prize of an iPad 2, administration, management and reporting, all for less than the cost of the prize itself. The introductory price is just $500 for a 3-month sweepstakes, or less than $6 a day.
The results? Your book gets the exposure, awareness and buzz it needs to generate sales.
For more information, please see

Better Blogging
Ever wonder what it takes to write compelling blog posts that will increase your followers? Some top blogging pros share their tips:

Writers Conference Know-How
There’s more to attending a writer’s conference than showing up. Learn how you can plan in advance and make the most of the information and contacts available:

Penny in the News!
* Penny was included as a resource in “Ebook authors: 17 Great Information Sources” for providing marketing how-to,
* The Self-Publishing Coach blog featured an interview with Penny full of marketing tips,
* Penny has a series on book marketing underway at BookBuzzr,
* Keep up with Penny’s latest blog for Huffington Post,

Hear What The Publishing Insiders Have to Say
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!
Upcoming show:
The Dos and Don’ts of Distribution, Part 3 – Tuesday, May 3, 7 p.m. Eastern–part-3
Join us with our special guests as we continue our discussion about the importance and value of book distribution. We’ve covered the basics in previous shows, and now we’ll take it up a notch to discuss additional distribution options, such as ebooks, large print, Braille, audio books and more!
Shows available for download at

* The Dos and Don’ts of Distribution, Parts 1 and 2
* SPECIAL GUEST Seth Godin: Poke the Box
* Smart Self-Publishing: Why Book Design & Editing Matter
* Smart Self-Publishing: Making Money with Ebooks
* Smart Self-Publishing Series: Becoming Your Own Publisher
* Branding: The Secret to Selling More Books
* Secrets to Getting Your Book Into Libraries
* Getting Your Book into Bookstores with Elaine Wilkes
* This Book Will Make You Money with special guest Jim Kukral
* How to Make Money on Twitter
* A Self Publishing Success Story
* From Blog to Book
* The Digital Book Revolution
* Powerhouse Promotion with Marci Shimoff
* Ebooks: the Savior of Publishing or the Foe? with Joe Konrath
* Special Guest Mari Smith, queen of Facebook
* All Things Twitter! with Warren Whitlock

Win The Amazing Book Marketing Package
What a great deal for authors! Enter for your chance to win books, e-books, webinars, memberships, online courses, website reviews and one-on-one consultations with some of the top book marketing experts. One lucky winner will walk away with every prize listed in the Grand Prize Package:

27 Things To Do for Your Book
Here are some great pre-publication, pre-launch and post-publication promotion ideas:

Self-Publishers Online Conference May 10-12
Penny will be a featured speaker at this year’s Self-Publishers Online Conference. You can attend this virtual conference from the comfort of your own computer, wherever you happen to be located. All you need is an Internet connection. You can attend seminars live or via recording, learn about useful publishing resources in the Exhibit Hall, and interact with speakers and other attendees through the live discussion areas.
Learn more at

Reader Tip: Double Duty Tweets
Wow! Here’s a way to make your tweets do double duty, encourage you to keep your tweets focused, and refresh your e-mail signature as often as you tweet. Use Wise Stamp Signature, to automatically feed your latest tweet into your latest e-mail signature.
Tip from Carolyn Howard-Johnson, author of Frugal and Focused Tweeting for Retailers and the HowToDoItFrugally series of book for writers

Twitter Tip – Top Twitter Hashtags
The best way to connect with others who share your interests on Twitter is by using hashtags. #writetip and #author are two examples. Here is a good list (and don’t forget to check the comments for more):

Twitter Tip – Twitter Topics
Have Twitter block? You’ll love this list of 50 Things to Tweet About:

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 website at
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