I Have a Ton of Reviews for My Book But it's Not Selling!

I am attending two book launches in May and I will also be interviewing the authors. I thought this article I got from "The Book Marketing Expert Newsletter" was appropriate since one of the authors was looking for book reviewers.

I'm passing on this helpful information to my fellow writers and bloggie friends.

Over the years I've heard this phrase thousands of times. Authors getting great reviews, getting awards, even local media and still, book sales aren't happening. When you have external validation, it's hard to really understand where the disconnect is, isn't it? Sometimes though, it may be just a matter of taking a closer look and analyzing your marketing using a different lens. Let's take a look at some things that you may want to consider:

* Leverage: First and foremost is leverage. How are you leveraging all of these other things? If you're not, you might consider it. It's easy enough to slap an award sticker on your book, but what else have you done to promote this? Consider:

* Announce it locally: Especially if you won the award. Honorable mentions are great, but not as appealing to local media.
* Contact your local bookstores. If they've said no before perhaps adding an award to your resume might entice them. Remember people like what other people like. The same goes for bookstores.
* Add it to your website. That's a given. Same for your email signature line.
* Reviewers: If you have reviewers that are pending, meaning you're targeted them with no response, why not make a second (gentle) sweep and let them know you won this award?
* Endorsements: If you've been after high-profile endorsements for your book but they keep eluding you, you may have a better chance of it with an award in your pocket, so try pitching them again.

* Reviews: If you have a lot of reviews and aren't seeing a lot of sales, I would say take a lesson from the "leverage" piece above and see if any of it applies to your pulling in more reviews. For example, if you have endorsers who haven't responded to your requests, or bookstores that have given you the brush-off, this could be a great way to gain their attention. The same doesn't apply to reviewers, however. Most reviewers aren't swayed by books that have tons of reviews. They either select the book or they don't, so don't push this one too hard.

* Engagement: Sometimes when we get a "hit" somewhere we tend to focus all of our energy there. That's a great thing, but maybe now it's time to step back and see what else you can do that you haven't focused on. Try engaging readers. When was the last time you sent a round of thank-you notes to reviewers who reviewed your book, or posted a thank-you on their blog? If you're getting a lot of comments on your website, or on blogs or interviews you've done elsewhere, I would encourage you to connect with readers there, too. Additionally, have you considering getting onto GoodReads, Library Thing or Wattpad and building readership there? And a final note on engaging. If you're a fiction author perhaps you should consider engaging your readers with your characters. If you can get your readers to fall in love (or in hate) with your characters, you can really build a strong audience that way.

* Media gets media: Some authors also come to me saying, "I've gotten tons of local media but nothing nationally." This is also pretty typical but here's something you can do. Media loves media and the more media you get, the more you'll get - if that makes sense. When you pitch yourself to national media, include a one-sheet of all of the places you've been featured. Even if it's in your own town.

* The plight of book reviews: Do book reviews really sell books? Candidly, it's hard to know. I do know that lots of exposure sells books but it's really about the right kind of exposure and, beyond that, it's about exposure in a myriad of areas. If you've been heavily focused on getting a ton of book reviews, and your Amazon page is populated with more fond words than you know what to do with, maybe it's time to move into a new area of promotion. Content, content: There was a discussion around content during a recent event I attended at both Digital Book World and Tools of Change. Both of these programs had folks talking about the importance of free and also of putting out frequent content. Don't wait eighteen months to release a book which leaves your reader hanging for more from your characters.

* Realigning your perspective on book sales: Truth is, most of us think we should be selling more than we are. We hear the "average" in book sales and then on the flip side, we hear about folks like Hugh Howey who is selling zillions of copies of his book. Where's the reality? Well, the answer is somewhere in between. If you have all these awards and are selling a book a day, I would say that depending on your market that may not be a bad start. For example, if you're sitting in the contemporary romance market, that's a pretty cluttered category so you may not sell as many as if you were in something more niche. I've seen some authors who can't get beyond selling a book a month. Seriously.

Reviews, awards, and nods from important people in your industry are fantastic, but like a tree falling in the forest if you don't tell folks about it, no one will know. Yes, you do often have to hit readers over the head with things if for no other reason than people are busy. Got an award? Shout it from the rooftops. Got tons of great reviews? Let's see if that can be a stepping stone to something else.

In the end, everything is a pathway to something else. If you get a bunch of awards for your book and figure your work stops there, that's a big mistake. Follow the path to something else, which will take you to something else, and so on. At some point at the end of that road you may very well find a pot of gold, and, you'll likely be selling more books.

Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com

Substance Books

Today I am interviewing Hajni Blasko, Online Book Publicist, Search Engine Marketing Specialist and the creator of Substance Books.

CDB: How did you come up with the idea of Substance Books? HB: I've had book fetish all my life. While working in corporate marketing in the late nineties I began to monitor traffic flow on the internet and I realized that it could be directed in certain ways. When I left the corporate sphere, I knew I wanted to work in publishing and Substance Books came about as a way to tie together my love of books, my strong belief in networking and my knowledge of computers. The idea of an online search engine marketing network grew organically from these three components.

CDB: I know you just celebrated your tenth anniversary in the business; did you ever imagine such a milestone? HB: I always had high expectations for the company's success. However, I never would have foreseen that search engines and social networking would eventually have the overwhelming influence on web traffic that they possess today. Nor would I have guessed that after ten years Substance Books would be the only book marketing network focused on search engine optimization. So far as I know, no one else has explored these avenues.

CDB: Looking back through the last decade, what insights do you have about authors and entrepreneurs in the publishing industry?
HB: Often when I ask successful female entrepreneurs about their achievements, they say something like, “I was just lucky,” or “It's because I work with a great team,” or in the worst case, “I was just lucky to work with a great team.” Men don't say this. It's important for women, just as much as men, to recognize their own hard work, drive, skill and talent which go into their successes. I think it's very important for all authors to recognize the amount of effort they put into their books, especially in an industry where success is so difficult to quantify. It's essential for authors, as entrepreneurs, to have complete confidence in themselves and their work if they are to effectively promote their titles.

CDB: Hajni, could you elaborate on the term “Online Book Publicity”? HB: Online book publicity is an umbrella term for various forms of book publicity that take place over the Internet, including social networking, search engine pay-per-click advertising, organic search engine optimization and branded web promotion. I do a little bit of all these things, but what I am mostly about these days is marketing through organic search engine optimization to increase online exposure. I believe it's the most cost-productive publicity technique when it comes to generating book sales.

CDB: When you say “Search Engine Optimization”, what do you mean? What should authors optimize their online presence for? HB: Online content, whether websites, facebook pages, twitter feeds or any other platform, should be optimized to the audience first and search engines second. The main objective is not just to be number one on Google's results page, but to make the site visible to people who are looking for titles like yours. Readers are most likely to consider genre when searching for books. When a book appears at the top of search results for its title or the author's name, it's dependent on people already being familiar with the book or author, which doesn't promote the book to a new audience. We aim to expose titles to people who have never heard of them before but are interested in buying that particular sort of book, thus increasing the book's visibility a new potential readership.

CDB: Who are your ideal clients? HB: The best characteristic in our clients is motivation. Ideally they make the effort to produce the best possible publications and then actively follow them up with consistent efforts to promote their books. I take great satisfaction in representing clients who are enthusiastic about collaboration with other authors and industry professionals. Communication with audience and others in the industry is key; this means more than just posting cute cat photos on facebook. Our authors can write in any genre and come from anywhere in the world; what matters is that they have strong titles with high marketability.

CDB: What can authors expect from Substance Books? HB: We provide authors with international exposure to potential book buyers. Authors can expect the support of a publicity team who will guarantee their titles' exposure on the global online book market. We also supply our authors with helpful advice and information on the latest developments in web and book publicity. Representation with Substance Books gives writers the opportunity to network with hundreds of other authors and take part in free organized marketing projects, such as our review exchange initiative and free gadgetized facebook pages.

CDB: Where can my fellow bloggers and authors find you? HB: Naturally, we have a number of online locations:
Our website: http://www.substancebooks.com
Our facebook page:http://www.facebook.com/bookpublicity
My own facebook page: http://www.facebook.com/hajni.blasko
My email: publicist@substancebooks.com

And if ever in doubt, you can enter “online book publicity” into any search engine. We'll show up among the top five players.

CDB: Hajni it’s been a pleasure talking with you. Thank you for answering my questions. Congratulations on your tenth anniversary and much continued success. HB: Thank you Claudia.

Book Publicity's Digital Decade

Today’s interview with Ms. Hajni Blasko, creator of Substance Books, was conducted by Samantha Rideout, Assistant Editor at Reader's Digest.

Hajni Blasko started the world's first online book publicity network, Substance Books, in February 2001. Ten years later, she remains a pioneer in this emerging field.

What exactly is online book publicity? What does it involve?


HB: Online book publicity is an umbrella term for various forms of book publicity that take place over the Internet, including social networking, search engine pay-per-click advertising, branded web sites, and link exchanges with other web sites and online press releases. I do a little bit of all these things, but what I am mostly about these days is marketing through search engine optimization and online exposure, because I believe it's the most cost-productive publicity technique when it comes to book sales.

For those of us who haven't heard of it, what does search engine marketing mean?

HB: It means making sure that your title appears within the top search results on Google and other major search engines. This way, your title shows up in the “organic” search results, not just the area where the paid advertising goes. After all, 93% of all web traffic passes through a search engine, so if you want people who don't already know about your book to discover it; this is the way to go. The key to good search engine marketing is finding the appropriate key phrases that allow book buyers searching for their favorite genres to find our titles.

The web and its users have evolved a lot over the past ten years. How has online book publicity changed?

HB: When I first started Substance Books, online book publicity was unheard of, so I didn't have any similar companies to model myself on. In fact, I didn't even know what professional title to give myself — I thought of “online book publicist” one day in the bath. I learned by trying different things and seeing what worked. I started off by featuring the authors together in one website, to give them more publicity power than they would each have individually. Over time, this website got a lot of visits, which made it crawl up higher on search engine results. Eventually, I figured out how to get even better search engine results using SEO techniques. There are a few more online book publicists out there now, but I think I'm the only one who offers search engine marketing along with other services.

How will you be celebrating the 10th anniversary of Substance Books?

HB: I'm offering a $20 listing fee discount to any new clients who are members of our Facebook page. http://www.Facebook.com/bookpublicity

Social networking is very “in.” How can authors and publishers use it to their advantage? 


HB: Authors can use Twitter and Facebook to brand themselves, meet other authors and disseminate information about book signings and the like. But I need to emphasize that it's one tool among many for gaining online exposure for your title. It might be fun to spend 20 hours a week on Facebook, but if you want a return in the form of book sales you must spend your time intelligently. Facebook is working hard on improving its own search-engine usability and capabilities, so it is extremely important to know how to manage your Facebook collateral. For this very reason we are offering free customized Facebook pages to our authors, designed to bring the right book to the right audience.

What should a book's website or Facebook page look like?
HB: I believe that all authors and publishers should have a website which is search engine optimized and up to industry standards. Amateurish websites and bare-bones Facebook pages are no longer good enough; the online competition is too stiff. Applets, RSS feeds and iphrames are basic components of a professional Facebook page. This is why Substance Books has also been offering website design and makeover services for the past five years. If you have a mystery thriller, your website should be as good as Dan Brown's, because that's your online competition.

How does online book publicity fit in with more traditional kinds of book publicity? Do you see it replacing book fairs and so on? 


HB: No; I think there will always be a place for traditional exposure to readers and the press, even though online publicity is becoming more and more important. Ideally, the two forms of publicity would create a synergy together. That's why I participate in BookExpo America every year and look forward to the London Book Fair next year.

Do you have any final advice for authors and publishers who are interested in online publicity? 


HB: Just that they should focus on their main objectives. For example, if your objective is sales, then targeting the readers who love the book's genre is probably going to sell more books than scattering ads for your book all over the Internet. And a few loyal readers are worth more than a whole lot of one-time visitors to your website or your distributor. It's not so much about the quantity of exposure you get; it's about the substance of the exposure.

For more information contact: Hajni Blasko at: publicist@substancebooks.com