Tag Archives: Book marketing

Tackling Titillating Taglines…

Hit your readers hard with a great tagline
Hit your readers hard with a great tagline

You need to hit readers hard, blindside them with an awesome tagline in order to grab their attention. I cannot overestimate the importance of this. Your tagline, blurb and excerpt are the most important sales tools you have for your book. Choose them wisely.

Every author wants people to read their book, right? Well, they aren’t going to find your book unless you put it out there and MAKE them want to read it. Throwing away your tagline and blurb is just like taking your book and throwing it off a bridge in the hopes that someone will fish it out of the ocean, find it, and think it’s great. So let’s go over developing a tagline that will make readers care enough to pick up your book and purchase it.

A tagline is—or should be—one of the simplest things to create. A tagline is—plain and simply—a one sentence summation of the theme of your book. Something quick and catchy. If you’re moving on through publishing by attending conferences and conventions, a tagline is similar to what is called an elevator pitch. What you want to do is to catch a reader’s—or an agent’s or an editor’s—attention with a one-sentence description.

Remember, a PITCH and a TAGLINE are two different things. A PITCH is to get someone to buy your book with the intent to publish it. A TAGLINE is to get someone anonymous, in a bookstore or online, to buy your book to READ it. So your tagline should be about your BOOK.

Here’s the tagline for the first book in my middle grade/young adult time travel series, The Last Timekeepers and the Arch of Atlantis:

“Children are the keys to our future. And now, children are the only hope for our past.”

Is it the best tagline ever? Nope, probably not. But it tells the reader exactly what the theme of the book is. Look at the points it covers—what it tells you about the book. What does that tagline cover?

Children. Keys. Future. Hope. Past.

That’s the purpose of a tagline and how to make it work for you. Therefore—homework lesson number one. Sit down and READ your book. You may think you know what it’s about, but if you’re a writer like me—you don’t. READ IT. As you read, jot down notes to yourself. One. Word. Notes. Hit the high points of your book. What themes, what high points do you think sell your book? No—even simpler: what tags or key words are IN your book? Because those are what will sell your book. Readers don’t always know what they’re looking for in something to read. Your tagline will give them clues.

A few examples of great taglines:

The Graveyard Book by Neil Gaiman – It takes a graveyard to raise a child.

The Maze Runner by James Dashner – Remember. Survive. Run.

Bridge to Terabithia by Katherine Paterson – Two lives are bridged – and nothing will be the same.

Do you see what all of these taglines have in common? They titillated enough readers to become bestsellers.

So that’s your first job after your book is written. To sit down and read your book, and to pull a tagline from it. And this is where the elevator pitch and the tagline come together. In an elevator pitch, you’ve got maybe thirty seconds to gain the interest of an editor or an agent—just as long as it takes the elevator to get to their floor. With a reader, you have your book cover and one sentence—just one sentence—to convince them to click through and read more. You cannot afford to throw that chance away. So a tagline that’s trite or vague or boring cannot be an option.

Here’s a sneak peek at the tagline for the next book in my time travel series, The Last Timekeepers and the Dark Secret set to be released on October 17th 2016:

“Only a true hero can shine the light in humanity’s darkest time.”

Sharon Ledwith HeadshotSharon Ledwith is the author of the middle-grade/YA time travel series, THE LAST TIMEKEEPERS, and is represented by Walden House (Books & Stuff) for her teen psychic series, MYSTERIOUS TALES FROM FAIRY FALLS. When not writing, researching, or revising, she enjoys reading, exercise, and anything arcane. Sharon lives a serene, yet busy life in a tourist region of Ontario, Canada, with her hubby, one spoiled yellow Labrador and a moody calico cat.

Learn more about Sharon Ledwith on her WEBSITE and BLOG. Look up her AMAZON AUTHOR page for a list of current books. Stay connected on FACEBOOK, TWITTER, GOOGLE+, and GOODREADS. Check out THE LAST TIMEKEEPERS TIME TRAVEL SERIES Facebook page.

Engineering Exciting Excerpts…

image:self-editing.net
image:self-editing.net

The task of engineering exciting excerpts is actually easy for a writer. You’ve already written it.  Now you just have to find it. An excerpt is typically 500 words, and for a short story about 200-250 words. The advice I have is general—pick an excerpt from the first third of your book. Told you it was easy! Although very rarely does that mean that you need to copy and paste the first five hundred words of your story and call it a day. For a short story? Yes—that’s exactly what you do. But not a novel.

Why, you ask?  Well, that’s inherent in the differences between long and short fiction. A successful short story begins with a strong hook. In order to sell a short story, you have to pull the reader in from the very first sentence. With a novel, the creation of the story comes along with a more deliberate pace. With a novel, you want to select a scene that sets up the story and above all makes the reader want to read MORE.

In other words—a cliff hanger.

Say you’re writing a young adult romance novel. A good choice for any YA romance novel excerpt is a scene between the heroine and the hero. A first meeting, perhaps. A confrontation. The moment when the heroine first realizes that there’s something different about this guy.

Say you’re writing a middle grade fantasy novel. Pick a scene that jump starts the action. A fight. The moment when the hero realizes that he or she has a purpose to fulfill. The moment when everything changes.

Once you’ve decided on a scene, the real skill comes into play. You need to pick the moment of that scene where the reader absolutely has to know what happens next. And if the reader wants to know, what does he or she have to do? Buy the book. Which is, of course, the point.

So that’s the kind of scene you want to choose for your excerpt.  And here’s another little hint, too—if you DON’T have a moment like this in your book, then you have some work to do. Every good story should have a moment like this—several in fact. That’s how you want to end a chapter, a POV section. That’s a real cliffhanger—the excerpt, the paragraph, the SENTENCE that forces the reader to turn the page. The moment that the reader thinks, “Well, one more chapter won’t hurt. I’ll just read a little while longer.” That moment is the holy grail for every story in existence. This is how writers should approach every excerpt they choose.

And one last thing—wait to pick your excerpt until an editor has gone through it with you and cleaned it up. The absolute worst thing that can happen here is for spelling and grammar errors to make it through to publication. Your excerpt, like your blurb is part of your sales strategy. You can’t sell a car if the engine doesn’t work, right?  Well, technique—grammar, spelling, structure—is the writer’s engine.  It doesn’t matter how great your story is, it’s not going to run unless those techniques are there and sharp.

Sharon Ledwith HeadshotSharon Ledwith is the author of the middle-grade/YA time travel series, THE LAST TIMEKEEPERS, and is represented by Walden House (Books & Stuff) for her teen psychic series, MYSTERIOUS TALES FROM FAIRY FALLS. When not writing, researching, or revising, she enjoys reading, exercise, and anything arcane. Sharon lives a serene, yet busy life in a tourist region of Ontario, Canada, with her hubby, one spoiled yellow Labrador and a moody calico cat.

Learn more about Sharon Ledwith on her WEBSITE and BLOG. Look up her AMAZON AUTHOR page for a list of current books. Stay connected on FACEBOOK, TWITTER, GOOGLE+, TUMBLR, and GOODREADS. Check out THE LAST TIMEKEEPERS TIME TRAVEL SERIES Facebook page.

Reverse Engineering for Book Marketing…

Remember that kid who decided to take apart a toy just to see how it worked? And then, surprise…that same kid couldn’t figure out how to put it back together again. We authors can sure learn something from that one kid. We can learn how to use reverse engineering to figure out why readers buy our books. Think about it. Kids take something (computer, radio controlled car, Barbie dolls) apart to see how it works, get to the guts of what makes that thing go, run, fly, burp. So why shouldn’t authors be able to take apart the sale that lured readers to buy the book in the first place?

The first question you should ask yourself is: Why did you purchase insert name of book? Was it because it was your friend’s book? Perhaps a suggestion? Or a book you learned about through a review? Was it an emotional purchase? Or was the book part of Oprah’s book club? I want you to chase down the sale and figure out what made you buy that certain book. Got it? Good.

Now once you do this kind of ‘reverse engineering’ you can build a profile for the sale. You get to see how a sale is built. You get to know how the book market works. That’s when you can develop a marketing strategy for your own books. Get it? Great.

A lot of times you’ll find the answer is word of mouth via the social media, or a friend suggested the book (or wrote it), or they passed by a bookstore window and the cover caught their eye. Even Oprah has the golden touch. Dig deep, and find the reason for that sale. Then, apply this newfound knowledge, and develop your own book marketing strategy. Doing my own reverse engineering, I’ve found the following six points may help boost your book sales:

If it doesn’t work, fix it. Let’s face it—some sales strategies work better than others. The trick is to reassess what you’ve been doing. If you’re not producing the sales you’d like to see for a certain book, then chances are you need to correct and fine-tune your methods. For some authors this may mean retooling their blurb or tagline or change the cover. For others, it could be giving their website or blog a fresh new look.

Listen and learn. A number of things factor into book sales. One of the most important is your target audience—who you are writing for. Ask yourself, how are you fulfilling your readers’ needs? What do you need to do to continually hook their attention? For starters, you have to be willing to walk that extra mile by getting to know and understand your readers. You do this through social networks (Facebook, Twitter), workshops, book signings, school and library visits, book clubs, and online communities such as Goodreads.

Show enthusiasm. Enthusiasm builds bridges. Panic tears them down. One thing an author has going for them is their unique voice. You use it in your books, so use it to sell them. Readers know when an author resonates with them. Be invested enough in yourself, as an author, to give your readers a fantastic story they’ll never want to end. Then write another one.

Sell yourself, on yourself. The power of positive thinking works wonders. Motivation builders such as podcasts, CDs or self-help books can help reinforce the super salesperson in you. Be specific with your goals and rewards, such as if you send out ten review requests in a day, book a pedicure or lunch with a friend. Write notes reminding yourself that you are a ‘Bestselling author’ and ‘You can do it’, then leave them around your desk. After all, seeing is believing.

Create a sales plan to suit each book. Every book you write is one of a kind. Sales tactics for one book may not work for the second book. That’s when you get creative and take chances. Giveaways are always a fan favorite. Experiment with each book until you get a sales formula that works for you. Sometimes a fresh pair of eyes help, so if you can afford it, hire a publicist or a marketing consultant. The bigger the investment, the bigger the payoff.

You give, you receive. “What goes around comes around”. This is a hard adage for a lot of authors to relate to, but it is nevertheless a vitally important point. And it’s a no-brainer. I tend to share a lot of useful information that could help my author peeps with their sales or marketing strategies. This comes naturally to me. Pass along opportunity when you can. It’s a wise investment—one that any author will never regret making.

Sharon Ledwith is the author of the middle-grade/YA time travel series, THE LAST Sharon Ledwith HeadshotTIMEKEEPERS, and is represented by Walden House (Books & Stuff) for her teen psychic series, MYSTERIOUS TALES FROM FAIRY FALLS. When not writing, researching, or revising, she enjoys reading, exercise, and anything arcane. Sharon lives a serene, yet busy life in a tourist region of Ontario, Canada, with her hubby, one spoiled yellow Labrador and a moody calico cat.

Learn more about Sharon Ledwith on her WEBSITE and BLOG. Look up her AMAZON AUTHOR page for a list of current books. Stay connected on FACEBOOK, TWITTER, GOOGLE+, TUMBLR, and GOODREADS. Check out THE LAST TIMEKEEPERS TIME TRAVEL SERIES Facebook page.