Is Social Networking the Savior for Books?

"Never before have so many people with so little to say said so much to so few." - Twitter defined

With the advent of social networks, such as FaceBook, YouTube, Twitter, and LinkedIn, an intense amount of hype has labeled these channels as the future of book marketing. However, as the allure continues to grow, the real marketing power of these resources doesn't actually knock your socks off.

For the most part, social networks leave publishers and authors scratching their heads when looking for real results. This problem arises for two reasons. First, online social communication generally works at the lowest common denominator. Messages are often too inane or too brief to convey a real solution or conduct a complete transaction of information. When communication is abbreviated, a lot of value gets lost in translation. In other words, the full benefits of an author's book won't be understood when people converse online at an elementary school level. (My buk iz gud. Pleez bi 1. K? Thanx!)

Secondly, social networks have the power to amplify anyone's message. But, that's just the problem. They amplify everyone's message, which means that the resulting competition and noise level becomes so intense that no one stands out. Social networks tend to bombard users with so many voices and choices that it's hard to keep their attention. Sure, social networks may help raise awareness, but if that awareness doesn't translate into actual book sales then it shouldn't be a priority of your marketing plan.

For example, at Book Expo 2009, John Sargent, the CEO of Macmillan Publishing stated, "Viral marketing doesn't sell a ton of books." He mentioned a video based on a Macmillan book that spent time in the # 1 spot on YouTube in the U.K. Yet, it wound up only selling a whopping 200 extra copies.

Some people claim social networks are responsible for the runaway success of bestselling books, such as Stuff White People Like, The Pioneer Woman cookbook, or the cat-related humor, I Can Has Cheezburger. When you examine these books, however, their success had less to do with the social networks and more to do with the originality of the concept. The content of these books were so unique that you can't transfer their results to the average book idea. These titles are more like lottery winners than the average joe's of the publishing industry.

Please don't misunderstand my point. I'm not suggesting that social networks are bad. They represent a unique and inexpensive way to quickly communicate with a lot of people. However, these online tools just aren't the cure-all that many techno-evangelists want you to believe. And, the ones preaching the loudest are usually the ones trying to make money off of these new platforms. Their goal is similar to a pyramid scam or a Ponzi-scheme. The gurus need you to participate in social networks because they're financially invested in the growth of these channels. The larger the numbers, the more they can sell late-adopters their products and training services on how to use these new tools. I find their approach odd, because there's really no secret to using online platforms.

Social networking is best used to market books by pumping legitimate value through those channels, such as giving users free resources, coupons, contests, samples, humorous videos, etc. Advertising will work against you, whereas giving away content creates trust and attraction.

Avoid getting starry-eyed over sexy, new technology. Keep things in perspective, and maintain a focus on the tried-and-true methods that still sell books in a modern world, such as author speaking events, direct mail / newsletters, radio and TV publicity, author websites, high-profile book reviews, preferred shelf space in bookstores, book clubs, etc.

I've got nothing against social networks. If they actually helped sell more books, I'd be singing their praises. My hope is that online tools like FaceBook, Twitter, and YouTube will continue to evolve in new ways that provide greater levels of value to users and marketers. Until then, use these resources as a balanced part of your marketing plan...just like a doctor suggests eating desserts in the context of a healthy diet. As social networks continue to overwhelm people with voices and choices, don't ignore the proven book marketing methods that still possess the ability to capture a reader's attention - and sales.

May Comparison of ECPA Publishers

Check out the May, 2010 Amazon rankings for the Top 15 ECPA publishers. This research lets you see both the overall industry rankings, plus each publisher's individual top 20 bestselling book list.

Why is this information helpful to you? This is one of the few ways that authors, agents, and publishers can simultaneously see how a publisher's best books stack up against their peers. For example, Neilsen BookScan doesn't let other publishers see the competition's sales numbers (only bestseller lists). But, WildFire's free research gives ECPA publishers a way to see which titles are selling well on Amazon at 14 other houses. This data is also helpful to see which authors, topics, and genres are dominating Amazon sales trends.

Items of Interest this Month:

a. Top-Selling Overall Titles:

1 - "So Long Insecurity" (# 65) by Beth Moore from Tyndale

2 - "Bringing Up Girls" (# 69) by Dr. James Dobson from Tyndale

3 - "Edge of Apocalypse" (# 81) by Tim LaHaye from Zondervan

b. Biggest Publisher Moves:

+ David C. Cook moves up to # 13 for the first time.

- Regal falls out of the Top 15 this month.

Note: Amazon rankings do not reflect accurate sales figures and only account for a small percentage of a book's total sales. However, they can help determine how specific publishers or book titles perform over time versue their peers.

Click here for an Excel spreadsheet of last month's rankings.

For all of the previous monthly rankings, click here.

How to Determine an Author Speaking Fee

Getting paid to speak about your book is a big boost to keeping your author career financially afloat. Yet, setting and negotiating a fee can feel so uncomfortable that some authors avoid speaking altogether. Don't let fear cause you to miss out on a lucrative opportunity. Use the following steps to navigate the process in a win-win manner:

Establish a fee based on your value
In our Western society, we tend to attribute a lot of money to items or services that provide a lot of value. For example, we perceive a new Mercedes-Benz automobile as a luxury vehicle that's reliable and loaded with lavish technological features. Since everyone agrees that the car has a lot of value, many people are willing to spend a lot of money to purchase one. Mercedes is perceived symbol of quality, status, and comfort. Their high value equals a high price tag that thousands of car buyers are willing to pay.

In contrast, a used car covered in rust with a busted engine equals little or no value. Anyone trying to sell an old jalopy will have to settle for a low price. The lower value creates a perception that equals lower money to purchase.

This same principle applies to setting a speaking fee as an author. If you're a recent bestseller who has sold thousands of books, your perceived value will generally be quite high. Therefore, you can command a high speaking fee. For instance, many politicians, celebrities, and prize-winning authors routinely receive $10,000 - $50,000 for an individual speaking engagement. On the contrary, authors with little book sales and no name recognition sometimes have to settle for speaking for free.

Setting the proper speaking fee requires honestly assessing your value. If you have a history of helping people solve a problem, a reputation for being an expert, or a track record of attracting a lot of people to see you in-person, then you can probably request a substantial fee, such $5,000 - $15,000 depending on the type of event and audience size. However, if no one has ever heard of you and you're still building your author platform, you may have to shoot for a fee in the $500 - $2,500 range.

Establish your speaking fee at a reasonable fee level, and raise it as your value increases. If you become a better speaker, win an award, or get into high-demand, then increase your fee accordingly. Otherwise, start at a level that allows you to gather experience and grow your track record. Ask other authors or professional speakers that you know for a ballpark range that they think is appropriate for your level.If you get a few paid bookings and no one balks at your fee, then it's probably too low. Lack of resistance usually means you're leaving money on the table. Try raising your fee by 10 - 20% until you get a little resistance. Then, you'll recognize a realistic range to request.

Get to the real decision-maker
Once you establish a realistic speaking fee, only share the number with the person who can truly respect it - the actual event leader. Normally, a gatekeeper, such as a secretary or administrative assistant, will make the initial speaking inquiry by phone or email. In those cases, keep in mind that their primary goal is usually trying to get a speaker booked quick and cheap. By saving time and money, the assistant looks good in the eyes of their superior.

However, these short-sighted goals can be opposed to your goals of establishing value and getting a fair fee. The best way to avoid this conflict is to get past the gatekeeper and talk directly with the real decision-maker. Only the true leader can share the actual event goals and budget limit. To get past a gatekeeper and find the real leader, ask questions such as:

· "Are you the person who is overseeing this event?"
· "Are you in charge of the direction for this event?"
· "Who is in charge of making sure the goals of this event are met?"
· "Are you making the final decision, or are you recommending me to someone else?"


If a gatekeeper resists connecting you with the leader, then mention that you have a policy of only discussing the event goals with the leader before you can accept an engagement. Use these statements if you need help:

· "I have to ensure that the event leader's objectives will be met."
· "You and I can collaborate once I've received your leader's input."
· "I require talking with the actual decision-maker to make sure that I can tailor an approach to meet his or her agenda and needs."
· "It's a strict policy of my organization, and I can't consider any speaking invitation unless I talk with the event director first."

Remember that gatekeepers usually care about saving money and handling logistics. Leaders care about investing for long-term results and life-change for their organization.

Self-Published Titles Topped 764,000 in 2009 as Traditional Output Dipped

If you thought the publishing industry was competitive, take a look at the latest amount of new titles published in 2009. The marketplace is literally overwhelmed with books. If you're an author, you owe it to yourself to improve your marketing skills in order to cut through the cacophony of new titles screaming for everyone's attention.

From Publishers Weekly:
Self-Published Titles Topped 764,000 in 2009 as Traditional Output Dipped

"A staggering 764,448 titles were produced in 2009 byself-publishers and micro-niche publishers, according to statistics released this morning by R.R. Bowker. The number of "nontraditional" titles dwarfed that of traditional books whose output slipped to 288,355 last year from 289,729 in 2008. Taken together, total book output rose 87% last year, to over 1 million books.

Among the traditional titles, fiction remained the largest segment, although output fell 15%, to 45,181 titles, marking the second consecutive year that fiction production declined. The nonfiction segments were mixed with growth coming in educational and practical areas such as technology (up 11%), science, and personal finance (both up 9%). Categories that depend more on discretional spending fell with the production of cookery and language titles falling the most at 16% each. The travel and sports and recreation segments had declines of 5% and 4%, respectively. Other major categories where output rose included children's, up 6%, to 32,348, biography, up 8% to 12,313, and religion, up 6% to 19,310.

Changes in growth rates in the traditional book segments, however, were overshadowed by the explosive gains posted by what Bowker calls the unclassified titles. The category consists largely of reprints, including those of public domain titles, plus other titles that are produced using print-on-demand production. According to Bowker, the largest producer of nontraditional books last year was BiblioBazaar which produced 272,930 titles, followed by Books LLC and Kessinger Publishing LLC which produced 224,460 and 190,175 titles, respectively. The Amazon subsidiary CreateSpace produced 21,819 books in 2009, while Lulu.com released 10,386. Xlibris and AuthorHouse, two imprints of AuthorSolutions, produced 10,161 and 9,445, title respectively. In something of an understatement, Kelly Gallagher, v-p of publishing services for Bowker, said that given the exceptional gains in the nontraditional segment the last three years, growth in that area "show[s] no signs of abating."

April Comparison of ECPA Publishers

Check out the April, 2010 Amazon rankings for the Top 15 ECPA publishers. This research lets you see both the overall industry rankings, plus each publisher's individual top 20 bestselling book list.

Why is this information helpful to you? This is one of the few ways that authors, agents, and publishers can simultaneously see how a publisher's best books stack up against their peers. For example, Neilsen BookScan doesn't let other publishers see the competition's sales numbers (only bestseller lists). But, WildFire's free research gives ECPA publishers a way to see which titles are selling well on Amazon at 14 other houses. This data is also helpful to see which authors, topics, and genres are dominating Amazon sales trends.

Items of Interest this Month:

a. Top-Selling Overall Titles:

1 - "Lies the Government Told You" (# 32) by Andrew Napolitano from Thomas Nelson

2 - "The Five Love Languages" (# 155) by Gary Chapman from Moody / Northfield

3 - "Crazy Love" (# 163) by Francis Chan from David C. Cook

Rankings exclude the originally self-published title, "The Shack" (# 112).

b. Biggest Publisher Moves:

Crossway jumps to # 7 this month from # 10 last month.

B&H Publishing jumps to # 9 this month from # 12 last month.

NavPress falls to # 11 this month from # 6 last month.

Note: Amazon rankings do not reflect accurate sales figures and only account for a small percentage of a book's total sales. However, they can help determine how specific publishers or book titles perform over time versue their peers.

Click here for an Excel spreadsheet of last month's rankings.

For all of the previous monthly rankings, click here.

Publishing Books to Make Money...

This is a great quote from Seth Godin. I highly recommend reading his blog.

Publishing books to make money...

is a little like hanging out in a singles bar if you want to get married.

It might work, but there are way better ways to accomplish your goal.

If you love writing or making music or blogging or any sort of performing art, then do it. Do it with everything you've got. Just don't plan on using it as a shortcut to making a living.

The only people who should plan on making money from writing a book are people who made money on their last book. Everyone else should either be in it for passion, trust, referrals, speaking, consulting, change-making, tenure, connections or joy.

Book Marketing Q&A: How much should an author spend on their marketing?

Question: According to your advice about an author Website, I should spend about $5000 minimum for my sight. If I expect to use a publisher that will print about 5000 copies of my book and at the rate of $1 per book for the author, you are saying I should expect to break even, right? (Katharine)

Answer: Katharine, thanks for your question. According to your math, you will actually lose money, because you'll need to spend more than just $5,000 on a website. You'll need to create other marketing materials, such as newsletters, speaking demos, etc. I've heard some literary agents say that authors should expect to spend around $10,000 - 15,000 to fully help promote their book. That's the bad news.

The good news is that you can probably get a website done for less than $5,000 if you shop the project around to several designers. Also, your book is really a "loss-leader" to generate more profitable spin-off products, such as speaking engagements, audio and video teaching products, teleseminars, coaching, etc. When I was a full-time author, over half my income came from speaking and spin-off products. You've got to sell a lot of books to make a living...that's why it's important for authors to create multiple revenue streams.

For more information on this topic, check out my article called "Think Outside the Book" at: http://www.startawildfire.com/thinkoutside.html

March Comparison of ECPA Publishers

Check out the March, 2010 Amazon rankings for the Top 15 ECPA publishers. This research lets you see both the overall industry rankings, plus each publisher's individual top 20 bestselling book list.

Why is this information helpful to you? This is one of the few ways that authors, agents, and publishers can simultaneously see how a publisher's best books stack up against their peers. For example, Neilsen BookScan doesn't let other publishers see the competition's sales numbers (only bestseller lists). But, WildFire's free research gives ECPA publishers a way to see which titles are selling well on Amazon at 14 other houses. This data is also helpful to see which authors, topics, and genres are dominating Amazon sales trends.

Items of Interest this Month:

a

. Top-Selling Overall Titles:

1 - "This Little Prayer of Mine" (# 60) by Anthony DeStefano from Waterbrook Press.

2 - "Crazy Love" (# 66) by Francis Chan from David C. Cook

3 - "So Long, Insecurity" (# 104) by Beth Moore from Tyndale.

Rankings exclude the originally self-published title, "The Shack" (# 80).

b. Biggest Publisher Moves:

Waterbrook / Multnomah hits the Top 3 for the first time.

NavPress jumps to # 6 this month from # 9 last month.

David C. Cook reappears at # 14 this month as Barbour falls out of the Top 15.

Note: Amazon rankings do not reflect accurate sales figures and only account for a small percentage of a book's total sales. However, they can help determine how specific publishers or book titles perform over time versue their peers.

Click here for an Excel spreadsheet of last month's rankings.

For all of the previous monthly rankings, click here.