MARKETING BEFORE PUBLICATION
Jennifer Turner Copyright © 2002

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New writers are often told that once they're published, it will be their responsibility to market and promote their own book. Previously unpublished authors, or those who've had a book accepted for a mid-list publication, often find themselves left in the cold by the traditional publishing house, sometimes to the point where they're unable to earn back their advance.

Print on Demand (POD) is very different from vanity publishing. Through the use of ISBN numbers a reader can purchase the book (on both the Internet and in brick and mortar bookstores) and have the copy delivered straight to them. Thus eliminating the need for huge print runs at the author's expense. But how do these readers know of the book to begin with? Through excellent and diverse advertising campaigns.

Since POD publishers state up front that you'll be in charge of your own advertising and marketing, the more reputable houses offer easy to use promotion packages. They normally have a division that aids the author in his or her endeavors to get the word out about the new book.

As a new writer, you've probably pondered the thought of how you will do this yourself. Book-signing events seem a far off dream while you're in the middle of that final edit. Rejection letters can pile up and become disheartening, or even worse, you've had to call the editor or agent and remind them that you sent a proposal package six months ago. All the while, you're hoping that your manuscript didn't end up buried in a slush pile somewhere. So what can a new author do?

I asked myself the very same question for months as I queried published authors and surfed the Internet for articles on what caused an editor or agent to read one submission over another. I found some interesting information.

Agents and editors despise small talk. They want the query or synopsis to get straight to the point. One agent will not completely remove a synopsis or query letter from its manila envelope. He'll pull the package only half out, and if the first few paragraphs don't grab his attention, he'll throw it in the rejection pile.

Some of the authors I spoke with said they received their first contract because they tried something unique. One author sent over a hundred query letters at one time and received a contract within two months of the mailing. Another author printed full-color brochures that kept his package from ending up in the slush pile. Since then, he's become a multi-published, best-selling author.

So, how does all this information help a new writer? It describes the process that leads to publication, if not the measures one must take to become successful. Logic dictates that promotion and marketing entail advertising materials: brochures, bookmarks, speaking engagements, advertisements, and a promotional website. If these items are going to be necessary after publication, why not begin now? Why not create these materials to advertise to agents and publishers?

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A full-color brochure is definitely more interesting than the usual printed sheet of paper they'll receive for a query letter. Aside from the fact that it's eye-catching, it gives you much more room to highlight your story and list your credits. A business card is a sign of professionalism; bookmarks indicate a faith in your own work; speaking engagements on the craft of writing, or the subject matter of your novel, build confidence that will carry over into any official first meeting with an editor or agent; and a website can be used to develop interest, as well as aid in researching a market base that will prove to the publishers that readers are interested in your type of story.

Marketing and promotion can be intimidating, especially for those of us who lead the solitary life of a dedicated writer. The best place to find tips and tricks that work, is POD publication sites. Not only are they goldmines for ideas, they focus primarily on how to do the advertising for little or no cost to the author. Read the message boards, read the FAQs section of their Marketing page. Follow links to the POD author's websites and read articles they've written on promotion. Take notes on what appeals to you and then create a campaign strategy. When you do get that contract, you'll have eighty percent of the work completed and can use these tools to gain readers, and royalties.

Some very good places to start:

iUniverse--check out the Marketing Essentials (right-side menu) http://www.iuniverse.com/authortoolkit/

Authors Universe offers affordable Marketing Kits http://www.authorsuniverse.com/the marketingstore.html

1st Books offers a marketing kit, but it's the advice on how to implement it that's really interesting: http://www.1stbooks.com/marketingkit.html

"An Incomplete Guide to POD Publishers" by Clea Saal
http://www.cleasaal.com/podframeo.htm

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JENNIFER TURNER lives in a small town in central Wisconsin with her three children--four if you count her loving, but comedic husband--and two cats. A chocoholic to the core, she professes that writing well is a chemically induced state brought on by hot cocoa and Kit Kat bars. Soon to be published, she is currently working on three historical romances and one mainstream novel.