Writing a blog for has become such a rewarding experience, I don't really worry about the ROI of my blog. But for those that do, here's another example case study. Today's authors know that many publishers merely print their book and only their very top hanging-the-fate-of-our-house authors get the full publicity push. So what's an author to do? (Unfortunately, the name of the author in this case study was not released.) Now, I think these results are atypical; this author obviously was very marketing-savvy before they took this online course.
I thought back in January that I'd possibly be writing a book on my worldwide journey around to the emerging tech centers of the world (not on the agenda anymore or at least a business book isn't). The Catch-22 is that agents want you to already be a brand - someone with a bit of a following to start with first. And the marketing plan - i.e. what are YOU going to do to promote the book - of any book proposal is now a critical component to getting published...and more importantly, having your book on the bookshelves and read when you are.
One author whose book was published in the winter of 2003 took an online marketing class nine months prior to her book's release, then went into full SWAT team marketing mode. Among other elements of her campaign, she created a blog that she aggressively marketed. Within a month she had over 1,000 weekly readers. This gave her a base, which she then enlisted to spread the word about her book and the excerpts she posted on the website. She also came up with a creative way to position the book and created a marketing tag line that the sales force fell in love with. (Publishers don't often think like advertisers, and a strong sell line - "Harry Potter meets Mary Poppins," for instance - can influence buyers and readers if it's used effectively.) Her efforts so energized her publisher that her print run was increased from the standard 5,000 copies to 50,000 copies. - "Printed or Published? How to Tell If Your Book's Going to Sell" by M.J. Rose, Poet & Writers Magazine, Nov/Dec 2004
Evelyn, as a business book author who is relatively new to the publishing game and not a high profile CEO, I can vouch for your and the article's perspective. I will admit that one of the reasons I started a blog was to strengthen my national platform, but my blog quickly became more than a PR tool and is now a favoriate creative writing outlet.
And so now I am conflicted with the PR part, and have seen others blog on this as well. I worry that if I promote my own stuff I will turn off my readers. And I will admit that there are a couple blogs out there that are soley focused on pitching a book that I do not read.
So I think there is an art to tapping into the customer base one builds with blogs. For example, if you announced that you had written an e-book on a topic of interest to me, I would buy it in a heartbeart because you hvae already given me tons of value as a reader and I trust that your only motive for blogging is not to promote your works.
As a published author who really does need to promote my stuff (because the publisher/printer does very little, as you said) I struggle to determine the best ways to do this and not wreck or diminish the value and quality of my blog.
I guess what I am saying is that a blog is a great tool for building a customer base, but it is also more complicated than more straightforward forms of PR like articles and radio shows because one invariable ends up loving the blog and it takes on it's own life and identity.
Somewhat like buying a baby goat to raise for meat and then developing a relationship with the goat (goats are cool, don't ya think?) such that you cannot possible staughter it. Well, maybe not that dramatic.
Posted by: Lisa Haneberg | Dec 15, 2004 at 08:42 AM
Lisa, I think you make a good point -- readers of blogs can smell if you're just doing the PR spiel on them vs. sharing your experiences and being honest about your work, both the blog and the upcoming book.
As an example of a blogger turned book writer, visit the Wil Wheaton website (www.wilwheaton.net). He started his career as an actor, fell out of favor and by chance moved in the direction of building a weblog.
He began to build a following on the weblog, and eventually decided to wite a book about his life experiences as a Hollywood actor. He sold the first book himself, and because of its success, he was offered a book deal by tech book publisher O'Reilly.
In the end he's just himself most of the time and now and then he mentions PR tidbits very transparently as PR tidbits. I think Wil has built a good deal of respect by first being himself on his weblog, long before doing the book thing. He had to put in the time blogging first to get his book deal.
In other words, maybe one month of intense blogging as a means to get into selling a book might be too quick. Maybe a longer term trust building period before the PR push is required, along with being very transparent and honest with readers.
Being transparent about things to me seems the key. The most interesting thing about reading a blog is the opportunity to develop my own map of their personality, precisely because they are transparent and share their life. If I'm sensing they're just shoveling PR at me in preparation for a book sale, I have much less interest in the discussion.
Posted by: Mike Rohde | Dec 15, 2004 at 11:08 AM
Lisa, privately (offline) I've heard the same thing from other folks that worry about tainting their relationship with their readers if anything they do smacks of 'crass commercialism'.
And I think the definition of PR evolves within the blogosphere. When the primary purpose of your blog goes way beyond profiting from your readership - then I think it really works for everyone. Over the course of months of blogging, it's fairly obvious to you and to anyone reading your real motivations. It's tough to hide behind your blog for that long. If you keep the blog aligned with the intersection of your passion and what is relevant to your book AND blog's readers, then I think the results will be there long-term. Just make sure to have a link to your book on the site! Although already published, I think Tom Peters and Seth Godin do a decent job informing readers of upcoming seminars, books, etc. without ever coming across as too promotional.
I suspect you are feeling a little of that "guilt" I spoke of in that recent post "All the creativity you can eat - without the guilt." You are now enjoyng this so much, you would gladly do it for free and are loathe to "profit" from it. I once heard overheard a conversation where someone asked Miguel Ruiz, a best-selling author and spiritual advisor, how he justifies charging for spiritual matters. (Now this is an area I feel you should help others without pay if there was one.) He says he charges just enough to allow him to continue with spreading his message and continuing with his mission. In the end, it becomes bigger than just YOU getting paid.
I think your intentions will ring through clear, and if you're genuine, they'll know.
Posted by: Evelyn Rodriguez | Dec 15, 2004 at 06:33 PM