Ellie Lieberman's Blog: Dusty Shelves - Posts Tagged "self-publishing"
Marketing in the Indie World
So, I was watching a youtube video by Hank Green about why NerdCon Stories wasn't doing so well. In it, he began talking about marketing and the event from a business perspective and with the way my brain works, through a labyrinth of tangents that probably would not make much sense to anybody else, it got me thinking about marketing for indie books in particular.
As some know, my mother, Barbara Lieberman, or Barb Freaking Lieberman as she's better known in our Indie circle, and I have recently started a publishing company, Pipe and Thimble (http://www.pipeandthimble.com/) and will be opening an indie-only bookstore as well! Marketing was already essential to us, being indie authors ourselves, but it now becomes even more so as we go forth with these new ventures.
Indie books present a unique challenge. I equate it to the handmade businesses we've run in the past, my mom's Seeds of Inspiration, and my Acorn Tops (http://acorntops.weebly.com/). Seeds of Inspiration sold not-your-everyday aromatherapy and scented products. Acorn Tops sells a variety of handmade fairy products such as fairy doors or Raggle Taggle Fairy Dolls. These are unique products that not everybody recognizes instantly or knows.
There's an advantage to this. It's one-of-a-kind. You have the corner market. But, there's also a disadvantage. It's different, so there's always a bit of hesitancy. There also requires a lot of education. How do you use it? Why that one in particular compared to the mass produced counterparts I instantly recognize? What is it even?
If we apply this to books, specifically Indie books, we're essentially answering the same questions. Instead of competition with the mass-produced, you're up against recognizable names and age old classics.
One of the reasons I've been given for independent bookstores to not carry truly indie books is because of name recognition. One bookstore in particular cited an experience where a reader gravitated to a lesser known book written by the author of The Lovely Bones, rather than a novel written by a self-published author. This reader never read a book from either author, but because she recognized the name, she was more interested in the work by Alice Sebold. This makes sense when you think about human nature. We tend to gravitate to what we know.
So, how as indie authors can we make something more recognizable, or at least these not so recognizable works into something people would feel more comfortable gravitating towards? You relate. You relate it back to the reader, hit something they recognize or that's at least common in our culture.
A prime example is Barbara Lieberman's Why Does the Moon Follow Me?. She compares her children's book to Goodnight Moon. Who doesn't know that rhyming bedtime story classic? On top of that, she describes this story as a lullaby in a book, which not only furthers the whole "rhyming bedtime story" marketing, but once again also gives you an age range and reading level.
Another great example is Squirrel Bait by Chip Davis. The book has been equated to a B-horror movie. Describing it this way allows for someone to make a connection and have an idea of what awaits them behind the first cover.
Evangeline Duran Fuentes does something similar with Cry on Hallow's Eve. She not only likens it to R. L. Stine's Goosebumps, which again allows a connection to be made, but also explains it's her twist on the folklore of La Llorona. Why is that so important to marketing? Anyone who knows Mexican culture and folklore knows La Llorona. The moment she says "La Llorona" many readers instantly gravitate toward the book because they or someone they know has grown up with the tale. If they haven't, she goes into explanation, but by including "folklore" readers can already make connections to the folklore they know of their culture or other culture.
You find a way to relate something unrecognizable. You educate.
Not only do you need to educate on what the book is about, but also the world of Indie and Self-Publishing. Unfortunately, there is still this negative stereotype and stigma surrounding the word "indie," especially in the world of publishing. Why is indie important? Why did you decide to go with self-publishing? Mentioning "indie" can be a huge turn off, so turn it into something positive.
Barbara Lieberman published The Unchained Spirit through a small press, Pipe and Thimble, because she enjoys the freedom that come with being an indie author and she wanted the book to be her words, unchanged and unedited. It was personal and it needed to remain that personal and that raw. And, the cover was just as essential to the book itself. The book is not about what sells and doesn't sell, it's simply a soul-changing story that needs to be told.
One of the biggest challenges, I think, is trying to market and sell your book. It's a business. It doesn't end the moment you put the pencil down or it's up on Amazon. It needs to be treated like a business, if you want to sell books, especially if your name is not "Jane Austen" or "John Green" or you don't have a publishing house like "Harper-Collins" or "Penguin." The reality of it is, we are little fish in a big ocean, trying to get someone to sink their lines into our stories and our words.
The best advice is to see what the other fishes are doing. How are they getting their readers hooked? What tricks do they have up their fins? Take what you like, leave what you don't and if something isn't working, try something else. Your best bet, though, is to relate it back to your audience, be it genre, comparison to other works, etc.
The best part about books and stories is that it is part of human nature. And someone someday soon will pick up your book because on some level it speaks to them. And, it was the right book at the right time.
As some know, my mother, Barbara Lieberman, or Barb Freaking Lieberman as she's better known in our Indie circle, and I have recently started a publishing company, Pipe and Thimble (http://www.pipeandthimble.com/) and will be opening an indie-only bookstore as well! Marketing was already essential to us, being indie authors ourselves, but it now becomes even more so as we go forth with these new ventures.
Indie books present a unique challenge. I equate it to the handmade businesses we've run in the past, my mom's Seeds of Inspiration, and my Acorn Tops (http://acorntops.weebly.com/). Seeds of Inspiration sold not-your-everyday aromatherapy and scented products. Acorn Tops sells a variety of handmade fairy products such as fairy doors or Raggle Taggle Fairy Dolls. These are unique products that not everybody recognizes instantly or knows.
There's an advantage to this. It's one-of-a-kind. You have the corner market. But, there's also a disadvantage. It's different, so there's always a bit of hesitancy. There also requires a lot of education. How do you use it? Why that one in particular compared to the mass produced counterparts I instantly recognize? What is it even?
If we apply this to books, specifically Indie books, we're essentially answering the same questions. Instead of competition with the mass-produced, you're up against recognizable names and age old classics.
One of the reasons I've been given for independent bookstores to not carry truly indie books is because of name recognition. One bookstore in particular cited an experience where a reader gravitated to a lesser known book written by the author of The Lovely Bones, rather than a novel written by a self-published author. This reader never read a book from either author, but because she recognized the name, she was more interested in the work by Alice Sebold. This makes sense when you think about human nature. We tend to gravitate to what we know.
So, how as indie authors can we make something more recognizable, or at least these not so recognizable works into something people would feel more comfortable gravitating towards? You relate. You relate it back to the reader, hit something they recognize or that's at least common in our culture.
A prime example is Barbara Lieberman's Why Does the Moon Follow Me?. She compares her children's book to Goodnight Moon. Who doesn't know that rhyming bedtime story classic? On top of that, she describes this story as a lullaby in a book, which not only furthers the whole "rhyming bedtime story" marketing, but once again also gives you an age range and reading level.
Another great example is Squirrel Bait by Chip Davis. The book has been equated to a B-horror movie. Describing it this way allows for someone to make a connection and have an idea of what awaits them behind the first cover.
Evangeline Duran Fuentes does something similar with Cry on Hallow's Eve. She not only likens it to R. L. Stine's Goosebumps, which again allows a connection to be made, but also explains it's her twist on the folklore of La Llorona. Why is that so important to marketing? Anyone who knows Mexican culture and folklore knows La Llorona. The moment she says "La Llorona" many readers instantly gravitate toward the book because they or someone they know has grown up with the tale. If they haven't, she goes into explanation, but by including "folklore" readers can already make connections to the folklore they know of their culture or other culture.
You find a way to relate something unrecognizable. You educate.
Not only do you need to educate on what the book is about, but also the world of Indie and Self-Publishing. Unfortunately, there is still this negative stereotype and stigma surrounding the word "indie," especially in the world of publishing. Why is indie important? Why did you decide to go with self-publishing? Mentioning "indie" can be a huge turn off, so turn it into something positive.
Barbara Lieberman published The Unchained Spirit through a small press, Pipe and Thimble, because she enjoys the freedom that come with being an indie author and she wanted the book to be her words, unchanged and unedited. It was personal and it needed to remain that personal and that raw. And, the cover was just as essential to the book itself. The book is not about what sells and doesn't sell, it's simply a soul-changing story that needs to be told.
One of the biggest challenges, I think, is trying to market and sell your book. It's a business. It doesn't end the moment you put the pencil down or it's up on Amazon. It needs to be treated like a business, if you want to sell books, especially if your name is not "Jane Austen" or "John Green" or you don't have a publishing house like "Harper-Collins" or "Penguin." The reality of it is, we are little fish in a big ocean, trying to get someone to sink their lines into our stories and our words.
The best advice is to see what the other fishes are doing. How are they getting their readers hooked? What tricks do they have up their fins? Take what you like, leave what you don't and if something isn't working, try something else. Your best bet, though, is to relate it back to your audience, be it genre, comparison to other works, etc.
The best part about books and stories is that it is part of human nature. And someone someday soon will pick up your book because on some level it speaks to them. And, it was the right book at the right time.
Unknown Names
Most people who know me know I'm part of an indie-only bookstote in LA called Pipe & Thimble Bookstore (www.pipeandthimble.com). As the co-propriator, the PA, and the salesperson who sits behind the counter, I know one of the biggest struggles, especially in getting out there and drawing in the community, is that most, if not all,the names are unknown. While it is a selling point for most (No one else will bring that book as a gift to the babyshower), others don't always grasp how special and essential these relatively unknown voices can be. As an indie author myself, I've also experienced this in regards to my own books at events or trying to promote books online.
Here's the thing. If you were to walk into some big name retailer, like say Barnes & Nobles, and you were to browse their shelves, how many names would you recognize? Sure, you might know some of the classics. Bronte, Austin, Dickens, Twain... You might recognize most recent big names. Green, Roberts, Sparks, King... But how many times do you glance at a Best Seller List and know every single author on there? One of the biggest challenges of this industry for many is how inundated it is, how many books are out there, and not only through self publishing and the rise of the small presses, but traditionally published books, too.
Marketing wise, it can feel like you're shouting into the void. Indies don't have the corner stone on being unknown. The difference is, we have to work a bit harder to be seen. Reader wise, though, what's the difference?
Okay, yes, theoretically the endorsement of a big press or a well known name gives the reader certain assurances. Indies are on their own for things like formatting, cover design, editing, and content. However, recent years have proven the stigma and stereotype in regards to quality or lack thereof false. There's a reason Pipe & Thimble Bookstore not only sees repeat customers, but customers coming back for more copies of the same book to give out to friends or even more titles by the same author. And, while there can be drawback from someone who does not rely on big name companies, there's also many, many benefits. The only censorship for an indie is self-censorship. They can cover topics and issues that seek to make a difference in readers lives, regardless of if it's "in" or "sellable." The passion and quality can remain the same through out a series without the restrictions of pre-set deadlines. The list can go on.
There's another part of this as well. I've been to a Barnes & Noble where the salesperson didn't know Jane Austen wrote Pride & Prejudice, didn't realize she has been dead for a while, or that the book is not part of a series. People know Ray Bradbury wrote Farenheit 451 or that Kurt Vonnegut wrote Slaughterhouse-Five, but can they name other titles they wrote? Can they list off all their titles? Did you know George Orwell didn't just write 1984 or Animal Farm, but also wrote Keep the Apridistra Flying? Or that the author who wrote The Strange Case of Dr. Jekyll and Mr. Hyde is the same author who wrote Treasure Island and he wrote another book called Kidnapped. If an author themselves is not unknown, chances are there's a book of theirs that is, if not to you, than to someone.
And, let's be honest, no author was a success overnight. No author started off with even 10 reviews. At some point, they all were just some unknown name writing some unknown book and shouting into the void of an inundated industry. J.K. Rowling got where she was because someone took a chance on her. Any of the greats, any of the well-known who have been adopted as a pop-culture reference got somewhere because someone happened to hear them out.
It's no different walking into Pipe & Thimble Bookstore or when you walk by an author's signing table. You could be that first spark to ignite recognition, or at least for that author to know someone took the time to hear them, that they aren't shouting into the void. With you, they can be more than just an unknown, they can someone to somebody. Chances are something they say will resonate. Take a chance on them, and take a chance on me.
And, authors, yes it feels like shouting into the void. Yes, we are inundated with books. But, don't stop. There's an endless amount of stories to be told and there's an endless amount of people to tell them, including you. And, just as endless as those stories may be and despite whatever the media is feeding you, there are endless readers to enjoy those stories. You will hear people say reading is a dying art. The truth is, it never went away. We will not, and will never, run out of readers. And, books, much like basset hounds, chocolate, fried rice, and potato chips, are an addiction. Readers don't just have one book. So, never stop shouting into the void. You never know who might hear.
Here's the thing. If you were to walk into some big name retailer, like say Barnes & Nobles, and you were to browse their shelves, how many names would you recognize? Sure, you might know some of the classics. Bronte, Austin, Dickens, Twain... You might recognize most recent big names. Green, Roberts, Sparks, King... But how many times do you glance at a Best Seller List and know every single author on there? One of the biggest challenges of this industry for many is how inundated it is, how many books are out there, and not only through self publishing and the rise of the small presses, but traditionally published books, too.
Marketing wise, it can feel like you're shouting into the void. Indies don't have the corner stone on being unknown. The difference is, we have to work a bit harder to be seen. Reader wise, though, what's the difference?
Okay, yes, theoretically the endorsement of a big press or a well known name gives the reader certain assurances. Indies are on their own for things like formatting, cover design, editing, and content. However, recent years have proven the stigma and stereotype in regards to quality or lack thereof false. There's a reason Pipe & Thimble Bookstore not only sees repeat customers, but customers coming back for more copies of the same book to give out to friends or even more titles by the same author. And, while there can be drawback from someone who does not rely on big name companies, there's also many, many benefits. The only censorship for an indie is self-censorship. They can cover topics and issues that seek to make a difference in readers lives, regardless of if it's "in" or "sellable." The passion and quality can remain the same through out a series without the restrictions of pre-set deadlines. The list can go on.
There's another part of this as well. I've been to a Barnes & Noble where the salesperson didn't know Jane Austen wrote Pride & Prejudice, didn't realize she has been dead for a while, or that the book is not part of a series. People know Ray Bradbury wrote Farenheit 451 or that Kurt Vonnegut wrote Slaughterhouse-Five, but can they name other titles they wrote? Can they list off all their titles? Did you know George Orwell didn't just write 1984 or Animal Farm, but also wrote Keep the Apridistra Flying? Or that the author who wrote The Strange Case of Dr. Jekyll and Mr. Hyde is the same author who wrote Treasure Island and he wrote another book called Kidnapped. If an author themselves is not unknown, chances are there's a book of theirs that is, if not to you, than to someone.
And, let's be honest, no author was a success overnight. No author started off with even 10 reviews. At some point, they all were just some unknown name writing some unknown book and shouting into the void of an inundated industry. J.K. Rowling got where she was because someone took a chance on her. Any of the greats, any of the well-known who have been adopted as a pop-culture reference got somewhere because someone happened to hear them out.
It's no different walking into Pipe & Thimble Bookstore or when you walk by an author's signing table. You could be that first spark to ignite recognition, or at least for that author to know someone took the time to hear them, that they aren't shouting into the void. With you, they can be more than just an unknown, they can someone to somebody. Chances are something they say will resonate. Take a chance on them, and take a chance on me.
And, authors, yes it feels like shouting into the void. Yes, we are inundated with books. But, don't stop. There's an endless amount of stories to be told and there's an endless amount of people to tell them, including you. And, just as endless as those stories may be and despite whatever the media is feeding you, there are endless readers to enjoy those stories. You will hear people say reading is a dying art. The truth is, it never went away. We will not, and will never, run out of readers. And, books, much like basset hounds, chocolate, fried rice, and potato chips, are an addiction. Readers don't just have one book. So, never stop shouting into the void. You never know who might hear.
