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

Book Marketing Q&A: Writing Promotional Copy for a Book

Question: During a conversation with my publisher, we were discussing the marketing text for my new book's back cover copy, catalogue copy, and ad copy to be released this fall. As we talked through these issues, I began to wonder if the text needed to be different for each type of piece. In other words, do you market a book any differently to the distributors / retailers than you would do the end reader? (Rachel in NC)

Answer: Good question, Rachel. My recommendation is to always market your book based on the value that it provides to reader - including the catalogue and ad copy. I encourage my author clients to write bulleted value statements that describe specific results you create for the reader. A variety of examples include:

• Higher profits with less wasted inventory.

• Stronger resolve to say “no” without feeling guilty or being used.

• New ability to read the Bible and sense God talking directly to you.

• Increased confidence to deal with difficult people.

Readers and retailers alike need to know that your book will meet a legitimate need. Otherwise, no one will buy the book, and everyone will be disappointed.

So, when writing marketing copy for your book, put yourself in the position of the reader and answer the question: "What's in it for me?" Value statements are a great way to settle that issue.

Thanks for your questions and keep them coming! Send your question to: Rob@StartaWildFire.com

Book Marketing Question: How big should an author's platform numbers be?

Michael asks, "I'm in the process of redesigning my website and creating a social media marketing campaign as a first step toward submitting a manuscript to an agent. It is my assumption that my website and web presence (YouTube, Facebook, Twitter, etc.) will be my most powerful medium for marketing my non-fiction, self-help book. Is this correct? I am also assuming that the larger the traffic and the larger my email list the more interest we will receive from agents and publishers. Are there any particular numbers I should reach before submitting to an agent?"

Thanks for your question, Michael. Your assumptions are on the right track. Agents and publishers are feverishly looking for authors who can bring a large platform to the table. A large platform usually means more guaranteed book sales and less risk for the publishers.

Thus, your amount of confirmed website traffic, social media followers, and newsletter subscribers gives definition to the reality of your author platform and ability to help sell books. As for exact numbers, that's a tough call to make. Every agent and publisher has different definitions of a "large platform."

I think a good number to shoot for is around 5,000 people on a newsletter list, monthly blog readers, and social media followers. Most non-fiction books need to sell 5,000 - 10,000 books for the publisher to break-even. So, if you can show that you help sell a large chunk of that amount, then you're more appealing to agents and publishers.

Social media is a great way to market books. However, don't forget the traditional face-to-face ways, such as public speaking and media interviews. A good marketing plan should feature a balanced approach of online and offline marketing tactics.

Frankly, I've yet to see social media show better marketing results than consistent public speaking and major radio/TV appearances. But, that will change with time.

Per your website, make sure it includes the key book marketing elements. I've got a free resource for authors at this link: www.startawildfire.com/authorwebsite.html

Book Marketing Q&A: Trouble Getting Requested Speaking Fees

Question: Larry asks, "Lately, I've had several big conference events invite me to be one of their keynote speakers. The potential to promote my new book would be incredible. However, they want me to discount my requested speaking fee by 30%. Part of me says I should just accept the discount in return for the exposure. But, another part of me is tired of accepting a discount when I know they can probably afford my normal fee. How do I negotiate what I think is fair?"

Larry, I'm excited for you that bigger events are taking notice of your message. Give yourself some kudos for getting high level leaders interested in you. As you negotiate your speaking fees, consider these points in response to your question:

1. If someone doesn't want to pay your full fee, it's because they don't see the full value of giving you their money. This principle is as strong as the law of gravity. Therefore, you have to go back and spend time building your full value in that person or organization's mind. Focus on the results that you create, your unique communication skills and message, and any specific ability that you have to draw people to your speaking events. In a leader's mind, your value has to be equal or greater than the money you're asking for.

2. Examine why you think your total fee is fair. Why do you believe that you're worth that amount? You must believe it internally first, before you can negotiate it. Use the same reasoning that convinced you to set this amount to explain to leaders why you're worth charging for it. Sometimes, I encourage my clients to stand in front of mirror and practice saying their full fee out loud. You've got to have conviction about your request.

3. If you can't establish to a leader that your value is equal to your fee, then you may have to speak for less until you can re-establish your desired value/fee balance. But, it is your responsibility to communicate your value to leaders. They won't do it for you. The KEY to getting high fees from big-time leaders is to establish a peer-to-peer relationship where each of you trusts and respects the other. Therefore, consider what can you do to build and foster these kinds of relationships? Do you need to spend more time in person with them? Could you give away small amounts of value for free to build your credibility?

There isn't necessarily an easy answer to your question. But, these are solid principles that you can use to your advantage.

Great question.

Book Marketing Q&A: Follow-up to Public Speaking Resources

Per Mary's question yesterday, I forgot to offer some other advice on preparing to speak publicly on your book. Two things:

1. The best way to become a better speaker is to build an effective speech (See Andy Stanley's book, "Communicating for a Change" in my previous post), then go speak as frequently as possible. Practice makes a huge difference in your confidence and ability to motivate an audience.

2. When it comes to practice, I first suggest that you record yourself giving your speech alone in your office or home. The #1 way to improve as a speaker is to LISTEN TO YOURSELF. I can't stress this enough. In the beginning, it will feel uncomfortable, but it's the best way to identify areas of weakness and make the necessary changes.

Also, it's important to practice your speaking skills in front of other people. A great way to do this is by joining your local Toastmasters club. I have several clients who said this group was beneficial early in their speaking career.

Keep the great questions coming!

Book Marketing Q&A: Public Speaking Resources and When to Start a Website?

Two questions today:

Mary asks, "My first paid speaking engagement as an author is next month. And, like so many who have gone before me, I feel so incredibly inadequate. Can provide your top three resource recommendations for an author who is starting to speak in public about their books?"

Mary, congratulations on landing your first paid speaking engagement as an author. That's a great step forward for your career. In terms of top-level resources to help you grow as a public speaker, check out these books:

Communicating for a Change
by Andy Stanley
Andy Stanley shares the seven imperatives that define his approach to challenging people’s minds in order to change their lives: Determine Your Goal, Pick a Point, Create a Map, Internalize the Message, Engage Your Audience, and Find Your Voice.

Andy Stanley is the senior pastor of North Point Community Church in Atlanta, GA. His concepts will simplify your approach to communication and transform your sermons, lessons, and presentations into powerful life-changing experiences for your listeners. I recommend this book to all of my clients! To purchase a copy, click here.


Money Talks - How to Make a Million as a Speaker
by Alan Weiss
Don't be fooled by the subtitle, "How to make a million as a speaker." This is one of the best books I've ever read about public speaking. In Money Talks, Alan Weiss looks at public speaking as a catalyst for creating positive change for the audience. He believes you should produce tangible results that last long after you've left the engagement. This is a far different tone from most books on public speaking, which indicate that speaking is an ego-centric medium and that platform skills are more important than the value delivered.

Alan has literally made over $1,000,000 through public speaking. But, his focus is not about the money. Instead, he explains how to deliver real, measurable value for your audience, which will create the kind of speaking career that you desire. To purchase a copy, click here.



Janine asks, "Should an author have a well-developed web site BEFORE pitching a book to a publisher or agent? And, should "book" content be on the site? How do publishers see this?

Good question, Janine. Yes, I would recommend that you create and utilize a website as early as possible. The reason why is that you want to start building your platform from the beginning by sharing your content with people and gathering contact information for your newsletter, blog, etc.

Too many authors wait until their book is about to be released to build a website. By then, it's way too late. Every author, new and experience, should start marketing their book at least 6 months ahead of publication. You do this by writing articles from your book, speaking on the subject, sending newsletters about the subject. Your goal is to "seed the market" and get people looking forward to wanting your book, rather than springing it on them at the last minute.

For a basic primer on specific elements for a good author website, check out my free resource called, Recommended Author Website Requirements.


Note: I've gotten some great questions lately from several women, but none from any men. C'mon guys - you shouldn't be afraid to ask for directions when you're driving. Likewise, don't be afraid to ask for help with your book.