by | Jun 3, 2011 | Book Marketing Basics

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A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.

June 24, 2010 Issue #223

in this issue

— Note From The Editor
— Book Marketing Expert Back Copies Available!
— Feature Article: The Real Secret to Twitter
— Create Your Footprint Online
— How to Sell A Lot of Books on Amazon
— Stop Marketing and Start Engaging
— Book Bits and Bites
— Will Writing Make You Rich?
— AME/LULU Webinar University
— “The Title Tailor” Speaks Out on Titling
— Keeping Up with Penny
— Hear What The Publishing Insiders Have to Say
— We Love Free Stuff
— Get Personal
— Radio Pitch Helper
— Build Your Own Bookstore Online!
— Twitter Tip: Book Peeps to Follow
— Twitter Tip – Twitter Gallery
— 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 just returned from Untethered where I met a lot of exciting people doing great things in the e-book market; in fact Mark Coker, CEO of Smashwords, is going to be on The Publishing Insiders on June 29 so don’t miss it: ( As for the conference, you can catch much of it in the weekly publishing wrap-up on the AME blog: (

It was a great event. I also met Nina Zagat there, who (along with her husband) started the Zagat survey in their kitchen many years ago. Not a single publisher wanted them so they self-published. What a success story! We’re looking forward to having her on our show as well.
I was really excited this week to be featured in Shelf Awareness, if you missed it you can see the link here:
So, what’s up with Twitter? I mean, what’s the real way to make inroads on this site? If that question has perplexed you, you’ll love this week’s article. It got high marks when I blogged on it on Huffington Post, so we decided to run it here too for our faithful newsletter readers.

Did I mention we’re relaunching the AME site soon? Yes we are, so keep watching here for prizes and specials we’ll be offering to celebrate our AME makeover!

Here’s a “don’t miss” event coming up on Sept. 25 in San Diego, the 21st Century Book Marketing Event. I’ll be speaking there again this year, and I’d love to see you there! (
Wishing you publishing success,

Penny, Paula, Susan, Michelle, Nancy and everyone at Author Marketing Experts, Inc.
P.S. – Become someone who “likes” our AME page on Facebook, and then you’ll find articles and tips from Penny, notices about upcoming webinars, Publishing Insider shows, and more:

Book Marketing Expert Back Copies Available!
We’re offering our 2009 Book Marketing Expert issues in e-book form. Interested in getting caught up with some back issues? Email us at

Feature Article: The Real Secret to Twitter
If you’ve ever been impressed by the number of followers someone has on Twitter, I have a newsflash for you: it doesn’t matter. The thing is, you can buy followers (no, I’m not kidding) sort of like buying mailing lists. How effective is buying followers? Well, let me ask you: How effective was the last mailing list you bought? Whatever your answer is I can guarantee you that buying Twitter followers will be far less effective. Why? Because social media does not favor automation, it favors engagement, interaction, and yes, being social.
You might be interested in knowing someone’s Twitter-reach or you might be trying to determine if your campaign is effective. Here are some key things to look at when measuring anyone’s Twitter-success:
1) How active is the person on Twitter?
2) How relevant to their market are their updates? For example did a mystery author just tell you she’s washing her cat?
3) How much do they broadcast vs. communicate?
4) How often are they retweeted?
5) How many Twitter lists are they on?
One of the best ways to determine if your Twitter campaign is effective – or someone else’s – is by gauging how often they are retweeted. Retweeting is an important factor in Twitter, possibly the most significant means to determine an effective Twitter person from an ineffective one. In fact, Twitter popularity lists aren’t based on the amount of followers but rather on the amount of activity in a campaign. When I recently pulled up a list of the top 10 Twitter-ers in Southern California, I found that many in the top 10 didn’t even break 10,000 followers.
How can you determine how active an account is? There are a few services that you might want to look into. The first is Retweet Rank ( This service shows you (by user) how much someone has been retweeted as well as their most popular retweeted posts.
Twitter Analyzer ( is another great tool for determining how far tweets have traveled. You can isolate a user or a particular Twitter-stream. Very useful site!
How can you increase your tweet-ability? Here are a few tips to help you grow your Twitter campaign:
1) Know what your followers want: the first piece sounds simple but could take you the most amount of time. Candidly, it took me three months to finally get a handle on what my followers wanted and what seemed to rank high on the retweeting scale. If you don’t know what your followers want, try following popular people in your market and see what they are posting about. Use this as a guideline to help you dig deeper into what your market wants.
2) Share useful advice: now that you’ve determined what your followers want to see on Twitter, make sure the information you are sharing is helpful. I know this sounds like an oxymoron. If you’ve determined what your followers want of course what you tweet on will be helpful, right? Wrong. Ask yourself what they need, not what you think they want. There is a big difference.
3) Don’t overtweet: OK, full confession, I’ve been guilty of this from time to time but now I’ve found a good balance of between 4 and 5 posts a day. This may be a metric that works for you, but you’ll need to determine that on your own. How do you know? If people start unfollowing you the reason may because you are overtweeting.
4) Balance broadcasting with communicating: this is a biggie for many of us. It’s important to use any social media tool like a telephone. You would never call someone and just blast them with information, right? You’ll give them something, wait for a response and then respond to their question and so a discussion ensues. Use social media as you would a telephone: communicate, don’t broadcast.
5) Comment on current events that relate to your industry: becoming the go-to person for everything related to your industry is what most of us aspire to. Keeping apprised of what’s going on in your industry is important and then, sharing the highlights or most significant items with your followers will go a long way toward growing your popularity.
6) Recommend helpful resources: much like current events, you want to offer helpful resources to your followers. This might not be appropriate to every market, but for the majority of us this works very well. Again, the more you can become a resource the more you will grow your popularity on Twitter or, for that matter, any social media site.
Many people hop on to Twitter thinking it’s a numbers game when it really isn’t. You can have a Twitter-tribe of millions and not gain the same kind of social media success that you would with only 1,000 followers. The wisdom of the crowd knows that it’s not always the size of the audience that matters but how engaged they are in you and your message. Find the balance that works for. You’ll be glad you did.

Create Your Footprint Online
Ready to make your own *big* impression online? We’ve had a recent *huge* success story I’m dying to share with you. A recent campaign we did got the author on PAGE 1 of Google out of 115 million competing web pages, and the best part? He wasn’t even on Google when we started. If you’re ready to get found online, consider one of our Red Hot Internet Marketing campaigns. Email us today for more information:

How to Sell A Lot of Books on Amazon
Our New Author’s Edge Book Marketing Program

Recently, a number of our clients launched Amazon bestseller email blast campaigns. But the results have been awful.
According to Wall Street Journal online, “Email’s reign is over.”
Spam filters block a very high percentage of emails. In addition, many readers receive over 300 emails every day and click delete regularly.
More and more people use Google to find the information they want. In addition, social networking sites including Twitter and Facebook are further reducing email’s power.
Based on the decline of email marketing and the excellent results our Virtual Author Tour generates, we developed the Author’s Edge program.
This system doesn’t use email marketing at all.
Author’s Edge feeds your book and content into the Internet and draws organic traffic to your website. Namely, readers that love your content and your book.
This proven system combines blogging, SEO, backlinks and social marketing in an exceptional way that sends interested book buyers directly to your web page. We will use keywords to drive targeted traffic to your website for the long-term so you continue to sell books and generate passive income long after the official program ends. Since you control your webpage, as long as you keep it live, you can sell more books.
With this program, we will design your own custom Amazon webpage that’s attached to your website and linked to Amazon. Our team will drive traffic to your website via a very aggressive blog campaign. Our copywriters will craft a new sales letter to drive your book sales. We will help you select a package of gift bonuses or you can use bonuses from our library – often buyer behavior is driven by bonus gifts.
Book buyers can click over to Amazon and buy your book. And of course, they get the bonuses too. In addition, we will create your own Amazon affiliate program account so you can track your sales.
We expect that this program will drive boatloads of book sales for you.
In addition, as a special to Book Marketing Expert members, when you invest in this program within the next 11 days, you will receive a one-on-one 30-minute coaching session with Penny Sansevieri, author of Red Hot Internet Publicity and creator of the Virtual Author Tour.
For more information, email

Stop Marketing and Start Engaging
How to best use Social Media like Facebook
One of the biggest mistakes people make in social media marketing is actually marketing. The first message that reaches your potential customer shouldn’t be a sales pitch. You need to take the time to engage and gain your audiences’ trust. A good example of this is by using a Facebook Fan Page which gives you the perfect opportunity to do this.
Most of the people who fail on Facebook do so because the instant they get the attention of their prospects they start hitting them with hard sales pitches and requests.
Remember Facebook (or any other social media) is like going into someone’s personal home. You are not a door-to-door salesman who is selling vacuum cleaners or insurance. You want to act in the same way a real visitor would by sitting down and engaging in conversation.
Direct response marketers have proven that it takes on average between 5 and 7 interactions with a person before they will become a customer. This means that you need to have a back and forth exchange – not a one-way conversation/sales message anymore.
A Facebook Fan Page gives you this ability through the status updates, video, and notes facility.
You have a platform to demonstrate your authority and expertise and you can effortlessly pre-sell your potential customers.
You can do this by answering any questions and educating them so when they are ready to buy your products or services they are armed with the right information.
Your aim is to position yourself as the trusted advisor. In an online social media world trust is one of the most valuable commodities.
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
She’s Done it Again: No surprise here – Stephenie Meyer’s new book ‘Bree Tanner’ is tops in the US and the UK,
It’s War: Great for consumers – e-reader price wars begin,
It’ll Be a Scorcher: Juicy novel alert – ex-View host Star Jones pens book about ‘Daytime Talk Show Revenge,’
And Big Type, Too? The Kardashian sisters get a book deal, Kardashian Konfidential, an “advice book with lots of pictures,”

Will Writing Make You Rich?
The answer is most likely a big NO. But bizarre, unpredictable, astonishing, oh my gosh things do happen.
Several decades ago (more than I would like to count) I flew to the home of a man named Peter Jenkins. Peter was an explorer and adventurer. He did not intend to climb the world’s tallest mountain or swim across the English channel. He was a man of great curiosity who loved America and wanted to learn why he and so many people did.
So starting in Maine, he decided he would take a very long walk and get to know his fellow Americans in the most intimate and personal fashion. He would walk from sea to shining sea, all three thousand plus miles, meeting people, learning about their lives and to his delight partaking and basking in their welcoming hospitality. Along the way, he met and fell in love with a young lady, proposed, married and together they continued to walk from the Mississippi River to the Pacific Ocean. On the way she became pregnant and gave birth as they reached California. Peter and his wife were modern pioneers in the truest sense.
Beyond his curiosity Peter had two other great gifts. He was and is a generous listener, and people found themselves embraced by his warmth and caring and freely talked to him, told him about their lives and recounted their stories. He also happened to be a graceful writer who kept a journal and wrote a book called (of course) A Walk Across America.
I must confess I was enamored of the theme and premise of Peter’s book. At the time I was an editor at William Morrow and I decided I would outbid any other competing publisher. I did and won the right to publish Jenkins’ wonderful book. It has sold over two million copies and is still being read and studied by school children today. A Walk Across America grew out of Peter’s passion to learn about his fellow Americans and the country that was and is his home.
His book was a great financial success but that is not why he wrote it. First and foremost, writing is about your passion, not about money.
I suggest you buy a copy. It will make you feel good about yourself and the land you live in.
Tip submitted by Hillel Black, free lance editor of over 20 NY Times best sellers and member of the Consulting Editors Alliance. Visit

AME/LULU Webinar University
AME and LULU Publishing have joined forces to present publishing seminars. These free classes are led by Penny Sansevieri and will ramp up your book marketing efforts to the next level!
Webinars are held at 7 pm EST and require computer access. FMI, email
Learn more about the Lulu webinars on their Facebook page or at

What they’re saying about Lulu University:

You do great work, can’t wait for the next webinar. I will have to catch the recording of tomorrow’s session because I have appointments that conflict. But I will definitely make it a point not to miss any of yours that I’m aware of.

~Marlene Morris
July 12 – Think Outside the Bookstore Box

10 Super Savvy Ways to Promote Your Book without setting foot in a bookstore!

Bookstores got you down? Take heart! There are lots of things you can do to promote your book even if your book isn’t in the bookstores! This class will cover the top 10 super savvy ways you can promote yourself without setting foot in a bookstore. Did you know that only 35% of Americans get their books in bookstores? We’ll talk about all of the other places you can sell your book AND we’ll also look at creative ways to do non-bookstore signings and events! PLUS we’ll also discuss how to promote yourself by hosting your very own virtual tour! Don’t miss this exciting class!
August 9 – Media Training Magic!

Are you ready for your close-up? If you’re not sure, then this class is for you. Before you spend valuable marketing dollars to get yourself on radio and TV, you’ll want to make sure you know what you’re doing when it comes to media exposure. This class will teach you what you need to know about media training. BONUS: We’ll also share with you the media mistakes you’ll NEVER want to make!
September 13 – Getting on Radio and TV Today!

Are you ready for the big time? Then this class is for you! During our session we’ll unveil the secrets of getting on radio and TV – today! We’ll teach you how to create a “book hook,” how to position yourself onto an ongoing story and how you can get your pitch noticed for immediate results!

“The Title Tailor” Speaks Out on Titling
The Title Tailor’s Top Ten Titling Tips (say that 10 times fast!)
1) Make It a Promise – Writing a non-fiction “how-to”? Make your title a promise. Tell the reader why they should buy the book – what they’ll get out of reading it. Examples? The One-Minute Manager. Chicken Soup for the Soul. The Well-Fed Writer. Any doubt about what you, the reader, will get out of reading those books? Put another way:
2) Make It About THEM – Many titles make the mistake of being all about the book. But readers don’t care about you and your book. Being normal human beings, they care about one thing: themselves. I didn’t call my first book, “A Guide to Freelance Writing (i.e., exquisitely dull AND all about the book), but rather, The Well-Fed Writer – all about my target reader and what they wanted.
3) Seek Professional Help – No, that’s not a suggestion to hire a shrink. Nor a hint to hire someone like me to do your title (though I DO offer that). Rather, it’s a “process” suggestion for when you’re ready to start the title-creation process. Resources like,, and most importantly, a killer thesaurus like Rodale’s Synonym Finder (THE most often-used reference on my bookshelf, bar none) can be a titler’s best friends.
4) Build Your Word Pool – Begin the actual process by making a list of all words related to the book’s subject (plus synonyms). Just having them all in front of you can start you percolating, noodling, combining, etc. Also, think “30,000-foot view” and think “nuggetizing” – taking many ideas and boiling them down to an essence.
5) Think in Word Pictures – Some books lend themselves to “word-picture” titles: The Fix-It-and-Forget-It Cookbook. What Color Is Your Parachute? Or some of my clients’ titles ( to follow along): Art Sparks. Mind-Wiping. Blog Blazers. Try to graphically picture the big idea behind your book. What do you see? What’s happening? How could you describe the process in a few words?
6) Subtitles Are Crucial – (non-fiction and non-fiction how-to). Many people don’t realize they should have a subtitle, but to add descriptive detail, have one. Remember: YOU know your book and what it’s about; your audience doesn’t. Make sure prospective buyers can quickly scan your front cover and learn enough to pique their curiosity. If they’re confused by a mysterious title with no subtitle, they’ll lose interest. Fast.
7) Punchy Title, Explanatory Subtitle – Your title should be 4-5 words, max (less is even better). If it’s more than that, and has an explanatory tone, chances are, it’d be better as a subtitle. Sure, I could have used The Well-Fed Writer’s subtitle (Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less) as my title. While it would’ve been a decent promise, it’s way too long to have any punch and pizzazz.
8) Intriguing Title, Clear Subtitle – Not all non-fiction titles have to be “promises.” Straight non-fiction can have an intriguing but unclear title, as long as the subtitle delivers more clarity and detail. Good examples are books like Blink: The Power of Thinking Without Thinking, and Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. Prospective buyers may still not be 100% sure what the books are about, but they’ll know enough to go “Hmmmm.” And that’s a good thing.
9) Beware the “Friend”-ly Focus Group – Be careful about running all your title ideas past an informal focus group of friends and letting their yay or nay decide your title. Big difference between judging a title of a book your friend’s told you all about, for which you might not even be in the market, on a subject with which you may be unfamiliar vs. a real prospect with real interest and “fresh eyes.” Listen to all input, but be discerning.
10) Stop Thinking About Your Book – While similar to some earlier tips, this is the umbrella version. Throughout the whole titling/subtitling and back cover copywriting process (not to mention as you execute your book marketing and publicity campaigns), always put yourself in your reader’s shoes. What’s important to them? What’s their goal? What language or “word pictures” will speak most effectively to them and get them nodding? And most importantly, what will get them reaching for their wallet?
Tip submitted by Peter Bowerman, a successful commercial freelance writer and self-published author of the award-winning books, The Well-Fed Writer ( and The Well-Fed Self-Publisher (i.e., how his first two books yielded 52,000 copies in print and full-time living for five-plus years; He loves book titling, AND happens to be pretty good at it. After about five years of doing it as an offshoot of his self-publishing coaching, he decided to break it out as a specialty. The Title Tailor was born (

Keeping Up with Penny
Penny’s most recent Huffington Post blog, 12 Secrets to Selling More Books at Events, warranted a mention in the publishing industry e-newsletter Shelf Awareness this week:
Penny has a series on book marketing underway at BookBuzzr – TGIF Book Marketing Tips: Why Inbound Marketing Makes Sense, and Inbound Marketing Rocks! Now What?
Penny will be a speaker at the 21st Century Book Marketing Event September 25 and 26 in San Diego, which will focus on all the latest information on publishing and marketing your book. Visit 21st Century Book Marketing’s site for more information.
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 shows:

The Digital Book Revolution – June 29, 4 p.m. Pacific
If you love e-books or want to publish e-books, Smashwords is the place for you! Smashwords founder Mark Coker will discuss why he founded the site, what authors and publishers gain by being a part of Smashwords, and where the future of books and e-books is headed. More than 3,500 serious writers and 100 independent publishers publish and distribute via Smashwords, where they have complete control over how to sample, price and market their books. Learn more at
Shows available for download include:

Powerhouse Promotion with Marci Shimoff

It’s Getting Hot in Here – erotica equals hot books and even hotter sales!

How to Maximize Book Reviews

Self Publishing Success Story

E-books: the Savior of Publishing or the Foe?

Special Guest Mari Smith, queen of Facebook and dubbed “the Pied Piper of the Online World” by, on the hottest new Facebook apps to what’s hot and what’s not in the world of social media.

Special Guest Seth Godin, marketing guru and author of the upcoming book, Linchpin: Are You Indispensable?

All Things Twitter! with Warren Whitlock, author of the first book on Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online.

We Love Free Stuff
If 2009 was the year of discounts then 2010 and beyond is likely to be the year(s) of free stuff. This according to’s 2010 prospecting survey. Here’s how this broke down for their survey: 88.1% want free gifts, 93% want free shipping, and a whopping 94.5% want free content i.e. e-books, goodies, webinars, etc. What does this mean for you? Sweeten the pot. When we ran our special of buying my book, Red Hot Internet Publicity with a second, free book, my book sales tripled. No kidding. (see: Try pairing your book up with a goodie and see how much your sales increase.

Get Personal
If you really want to build your social network following: get personal. Include a personal message with the request to ‘friend” someone on Facebook or add them to your tribe on LinkedIn. I personally don’t like the default messages. It’s sort of like walking up to someone at a networking event and saying the same things over and over: “Hey, I want to be your friend.” My first question would be, “Hmmm, ok, why?” Get personal: give them a reason to friend you. Tell them why you want to be part of their network, maybe you’ve admired their work, maybe you are looking to create something with them. Maybe you just think they are the coolest thing on two feet. Whatever it is, get away from the generic. That only seems to work in grocery stores.

Radio Pitch Helper
Looking to pitch yourself to radio? Try, which provides contact information for US and Canadian stations.

Build Your Own Bookstore Online!
Create your own bookstore and sell your books at Off The Bookshelf (

Twitter Tip: Book Peeps to Follow
Book Authors, book publishers and other book peeps on Twitter: and here:

Twitter Tip – Twitter Gallery
Twitter Gallery: Tons of free patterns, easy one-click installation.

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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