January Market Musings by Helena

'Make a List and Check it Twice for Marketing Work Pre & Post Holidays' 

Here’s the good news – your book is being published! Break out the champagne and begin the flood of calls, emails and Facebook announcements! You’re about-to-be a published book author. And…here’s the other news – it’ll be a holiday release. Before you hit the delete button on your enthusiasm, read on. Four published authors offer their ideas into marketing a book pre and post holidays.

Yes we know holidays are often a challenging time for many people: too many things to do, too little time. But the show must go on and for writers; holiday releases can be a deal breaker.

Author Marcia James (www.MarciaJames.net) knows both sides of this coin – she is a multi-published author and public relations and marketing specialist whose newest book, ‘Heating Up the Holidays,’ releases in December.  Here, she provides her expertise and insight and, along with fellow authors, shares strategies for pre and post-holiday marketing.

“The holidays are stressful and busy enough without tackling promotional options you dislike. My first suggestion is to choose those marketing possibilities you enjoy,” says James.

Author Nancy J. Cohen (http://nancyjcohen.com) whose book, ‘Silver Serenade’ is out now concurs. “Understand that you’ll be competing with the holiday frenzy, so plan your strategy in advance.”

The key they suggest, is finding what you’re comfortable doing and budget some time each week to promote your book.

A plethora of marketing avenues are available for authors to use and any combination is sure to suit their personality and style. These include book signings, signed book plates, guest blogging, co-promotions, event giveaways, niche PR, social media, holiday communications and contests.

Whatever option or mix employed, writers agree, marketing your work is as important as writing it although admittedly, the holidays present a double edged sword. While books make great gifts, Lisa Marie Wilkinson (http://lisamariewilkinson.com/) author of “Stolen Promise,” prefers a softer approach during the season.

“I try to leverage opportunities that already exist, such as contributing promotional items to goody bags for RWA chapter parties, and participating in giveaways and contests where I can provide books and other promotional items as prizes,” she offers.

The next step in holiday marketing James suggests “is to look for elements within your book(s) or author brand that give you a hook to interest the media and lend themselves to niche marketing.”

Cohen practices this with her different line of books. “If you have a special angle, this is a good time to promote it.” While she writes in a variety of genres, she notes as an example her mystery line called My Bad Hair Day that would make a good gift for a hairdresser or beautician.

Unique is always good and when marketing anything during the holiday season, it’s essential. “The mainstream media and trade publications are always looking for a new angle or approach -- and this is especially true for major holidays throughout the year,” says James whose Christmas e-novella presents an interesting array of ideas.

“If your heroine is a party planner or a personal shopper, you can pitch a story to the media based on the research you did on those topics when writing the book -- such as "Holiday Horror Stories from Personal Shoppers" or "Ten Tips for a Perfect Holiday Party," she offers. This gives a writer the opportunity to provide some expertise and receive a book mention.

And there is no shortage of ideas by these creative ladies. “There are ways to capitalize on genre, such as contributing a story to a holiday-themed anthology, or holding a website contest to provide readers with opportunities to win free books to give as gifts.  Other ideas include writing a blog piece tying the genre into the holiday,” Wilkinson supplies.

Writers enjoy doing that: writing. So it’s a natural to provide tailored communications to their readers by greeting card, post card, or e/newsletters. Last year, Wilkinson also included bookmarks in her holiday newsletter. But all agree – it’s not the time for a hard sell, rather, it’s a time to share thoughts and thank supporters.

“I have three different reader's lists, email and regular, and they'll all get emails or post cards,” says best-selling author Tina Wainscott (www.jaimerush.com)

High-impact, no-cost marketing possibilities abound thanks to the internet giving authors an endless array of opportunities. Wainscott, like her fellow writers, keeps her web site, blog, Facebook and Twitter accounts current posting about her books, upcoming events and releases.

Additionally, each contributes a guest-blog, media/web site interviews, columns and all are active in their local Romance Writers Chapter.

Wilkinson and James also suggest looking for cross-promotional prospects with colleagues, genre web sites and contests. “Author promotion sites might be looking for authors for live chats. Bookstores might be interested in a multi-author holiday book signing, in case you have author friends who'd like to co-promote with you,” James says.

Wilkinson agrees. “The trick to successful holiday marketing is to work in partnership with others who will also benefit from your marketing efforts.” 

Another idea James suggests is, “look at ways you can help your readers/potential readers with their holiday stress. For example, you can include simple holiday recipes in your author e-newsletter.” She adds, “or guest-blog on ways to reduce stress, alternate wrapping ideas etc.”

While marketing a December release is one facet, doing so post-holidays is another. But as Wilkinson notes, it’s “not necessarily easier or harder…it’s simply a change of process.”   Since she has had two March releases, her efforts have been ongoing pre and post holidays.

“Some aspects of my marketing plan have been executed from September through December of the year leading up to the book release,” she explains.

Wainscott employs another cost-free tactic. “One thing I had a lot of fun doing last time was posting random lines from the book throughout the month of release,” she offers.

Wainscott’s book, ‘Burning Darkness’ will be a January 25th release so her marketing strategy includes; “Ordering postcards that are mailed to 600 booksellers and reserving an ad in RWA's Romance Sells catalog.”

Fast forward one year when Cohen’s next My Bad Hair Days mystery is slated for release in January 2012 and she’s already thinking about one approach: “a fresh read for the new year or winter vacation.”
So, with a bag full of marketing presents waiting to be unwrapped and tried, Cohen sums it all up, “Plan ahead and set reasonable goals.”

Wilkinson adds, “It all comes back to marketing at the level with which you’re comfortable.”