Author Reality + Charles Sterling on Marketing and Author Platform

Marketing, building a platform as a writer… There’s more to being a novelist than most people assume.

Photo of author Charles Sterling.

I’m no expert on how to market fiction writing. Although I’ve produced video documentaries, radio news, published non-fiction articles and a short story or two, I’m still editing my novels. However, what I know for certain is I’m having fun here — meeting you! Who knew I’d encounter so many friendly people from all over the world, who would open my ridiculously sheltered eyes?

In my hugely romanticized imaginings, I picture an Author with a capital “A.” On virtue of their talent, they only needed to work a little hard to attract a super-star literary agent and publisher. For this reason, they never have to lift a finger to sell their books. The Author sits at an incredible desk in a gorgeous office with a spectacular view. After a walk with their dog, a shower, and a scrumptious breakfast, they begin their day writing. Until they get hungry, that is. That’s when they enjoy a tea or a hot chocolate or an espresso with sweets such as the madeleines that writer Marcel Proust used as analyze memory.

Next, said Author does some more writing, takes a stroll for inspiration, writes a tad, then shares dinner with famed thinkers and creatives. The Author’s day ends with a blissful night of rest. The next day, they joyfully wake to do it all over again. Oh, no — I forgot to mention their lunch — well, you get the picture…

Alas, that day dream is akin to figuring that all the fab painters of bygone days did nothing but dab at their canvases between tasting the displays of sumptuous meals they depicted, and doing whatever with their human models. They might chat brilliantly with their clothed subjects who were always famed and genius, or they could indulge in a tryst with their naked, perfectly gorgeous ones.

In my fantasies, nowhere does marketing rear its head. Certainly, in my dreams, the fame of great Authors never involves any of them setting aside part of their day to develop an author platform.

Now for Reality…

Most Authors, even ultra-talented ones, work hard — and that work includes getting people to know about them. 

For instance, I don’t know how much of the day Charles Dickens , who wrote “A Christmas Carol,” and “Oliver Twist,” spent actually writing, but someone told me that each night he’d read his pages aloud to his family, so he could get their constructive input. For sure was a master of episodic, a.k.a. serial, storytelling. His episodes, which were featured in newspapers, garnered so much attention that he bound them into books that became the popular novels we know did quite well!

Another other successful writer who worked that way is Helen Fielding. Her colossal hit, “Bridget Jones’s Diary,” was first serialized in newspapers.

Armistead Maupin did the same thing with his “Tales of the City.” He’d get home from wild 1970s San Francisco parties, use them as inspiration for his serialized newspaper column, and voila! He was rewarded with success, fame, fortune, movies, and I hope more.

Now, let’s consider Bloggers.

The blog posts of E. L. James, who’s known for her “Fifty Shades of Grey,” mushroomed into a money-making atom bomb that included books, movies, and who knows what else.

Also, Julie Powell’s “Julie and Julia” blog eventually made her lots of money as a book and a movie.

My idea is to eventually podcast bits of my novel and then get it into print. First, I started with this blog. Here I continue to do my best to create a larger and larger circle of friends interested in novels and arts, and who might be so kind as to spread the word about my writing.

Author Charles Sterling, who blogs from Russia, is here to show us the marketing/platforming side of writing may not be all that awful after all. He published his first novel when he was fifteen! Since then he’s put out at least eight novels and a bunch more sorts of writing. He’s also a digital artist. Read on for his book selling experience…

Photo of author Charles Sterling.
Photo of author Charles Sterling.

Book Marketing & Author Platform by Charles Sterling

Introduction

One day at age fifteen I walk into my father’s room and I ask him; ‘how difficult is it to write a book?’ He replies, ‘son, it’s the easiest thing in the world!’ Now, whether he was right or wrong, I believed him, and that belief allowed me to write my first ever 75k book at that young age.

Had I asked him ‘how difficult is it to sell a book?’ perhaps the answer would have been different. Selling a book is a whole other world. When you’re writing, you’re an artist. When you’re marketing, you’re in the business sphere. That’s where book marketing and the author platform comes in!

How to market your book

Having been marketing since 2011, when I made my first thousand dollars I used methods that would never work anymore! As times change, so does marketing. But luckily I adapted my approach and saw a steady improvement and increase in sales. The wonderful thing is, it’s like a snowball that goes down a hill and keeps getting bigger. The more books you sell, the more Amazon recommends your books!

Here’s what I did for my past few books.

  1. Set your book for free and do some promotion stacking through “free book promotion” websites. This will give you thousands of downloads and some much needed reviews.
  2. Pin your book with an inviting image to the top of your Twitter.
  3. Promote it in forums like Reddit and GoodReads.
  4. Have an incredible book cover.

We eat with our eyes first! And we do judge books by their covers. I guarantee you that if you had the best book cover in the world, your need for marketing would be zero. The book cover would do the job for you all the way to the New York Times Best Seller list.

Often enough as writers, after we’re done writing and we get onto promoting we start looking for ways to get more viewers. We forget about what we’ve been working on so hard and begin relying websites and methods to get us where we want to be. I wish to reiterate on this extremely important point, a good book cover sells your books first! And the reviews sell your book second, so make sure your book is wonderful too.

Personally, I design my covers myself because I’ve been graphic designing as long as I’ve been writing. Essentially one must look at the top selling book covers in your niche create something thematically similar. The reason being that, readers out there already know what they’re looking for, so it’s your book cover’s job to accurately portray that.

Now, I chose to market my ebooks exclusively through Amazon for its KDP program allowing you to set discount prices as well as put your book out for free. The free book part is important to get some reviews going early on. Amazon is also a good focus point because by putting all your effort into your book, the algorithm helps push your book forward by placing it in the “Recommended Books” section of your potential readers, which is what allows you to sell books even when you haven’t marketed for months.

I’ve tried publishing in Barnes & Nobles and SmashWords, but so far really enjoyed focusing on purely Amazon.

The Author Platform

It’s super easy, but super important to have! Once you have an author platform you’ll be proud of yourself and even feel a little famous when you appear in Google searches.

Twitter

I believe Twitter is perfect for a few reasons; most authors and readers are either on Twitter or Facebook. Instagram is an image based platform, I tried it for a while and didn’t quite like it.

On Twitter the hashtag game is a lot stronger than on Facebook, making it easier to fit into a specific niche and target specific groups of people. The retweet function is nifty as well, as others retweet your stuff for more people to see!

So if you do decide on Twitter, get a photogenic picture of yourself and write a short and sweet bio. No need to be too long. Pin your book to the top of your page, and spend the rest of your social media rants about yourself, things you find funny and your opinions on things. If your Twitter is filled with nothing but your book, people will turn away.

Your book will already be pinned on top, so every single person that comes onto your profile is forced to see it before they see the rest. “The rest” should be inviting things and things that people can relate to and understand you better as a person. You want them to say “wow, I like this person. I’ll follow them and take a look at their book.”

To get followers is really easy; go around your niche and comment and put likes on people’s stuff. Thirty minutes of twittering a day and you’ll have a thousand followers in two weeks. I did just that with no complications!

Website

Get either a Wix or a WordPress website going, use a free template to make it look nice, and fill it up with your stuff. Have a page for your books, have a page for your author bio, a page for your short stories or poetry, or even a page for pictures of your pet.

Images you use on your website will appear in Google Images, so make sure to keyword them with your name.

Words that you use in “Heading” format will appear in Google Search, so make sure they’re your book titles or your name. Then add your website to your Twitter and you’re basically set! A website might seem like the hardest part, but once you did it, you no longer need to worry about it.

My own website charlesimagines.com is as easy as that, yet has all my work neatly laid out for people to see, and it took me just about two days to fully complete.

Amazon Page

Aha! An Amazon page is an author platform too! Make sure all your books are listed in your Author Central. If you have a blog, you can link it to your Author Central as well. Then in your GoodReads account make sure all your books are linked to your Amazon page, because often people write reviews and comment there.

This part is not difficult, and if you have some problems (like I did) just write them an email and they fix everything for you.

It’s a good time to mention that, Amazon has over 3000 different categories for your books, but you only get to see around 250 when you’re actually publishing. If there’s a specific category that you need (like mine was Young & Adult Pirate Adventure eBooks) then you’ll have to contact Amazon and they change it for you.

Reap the Benefits!

As a few final thoughts, I’ve only started using Twitter and adding things onto my website about five or six months ago and the benefits that came with it were enormous.  I was discovered by authors and readers, invited to do podcasts, got free book reviews on other people’s websites and most importantly… I emerged from the shadows and began connecting with people!

Book marketing is usually a slow and steady process that gets faster and faster the more you do it. I started off with numbers like 2, 5, 13 and some months later they turned into 900, 1500, 3000, and are still on their way up.

At first things might seem like they’re not working out, or you’ll get tired or you might feel like it’s a waste of time, but the longer you go on, the more the puzzle pieces start fitting together, and the more the grind seemed worth it.

My final tiny advice that I wish to share applies to anything and is based around the principal of ‘compound effect’. Much like going to the gym or eating healthy, it’s about doing something small every day. This gets multiplied by hundreds of days, and the effects become massive.

This was the case with me; my first books back in 2011-2012 kept bringing me paychecks (despite the books being clearly written by a teenager) and then the books that followed were stranded in a desert with no activity. I was left wondering what was going on and what I had to do to make it work again, and ended up committing a huge portion of my time to learning on promoting and marketing.

I had to change my old fashioned book covers, market in different places, create better keywords, and I started seeing my numbers grow again. As of recently, the author platform I built has greatly helped!

What are your thoughts on selling books?

From Novel to Big Screen: how Gabriel Constans turns novels into movies!

Are you a novelist? I’m working on “Flamenco & the Sitting Cat.”

Wait — let me start over — regardless of whether you’re a fiction writer, have you ever wondered what it’s like to complete a book and then see it made into a Hollywood production-type of film?

Cover of Buddha's Wife by Gabriel Constans.

I met Gabriel Constans through Twitter, where he was working to promote his movie, The Last Conception. The trailer is so charming that it induced me to ask if he’d share his writing and filmmaking wisdom with us….

The guest blog post he emailed confused me because it wasn’t about The Last Conception — but it was interesting too, so I urge you to read to the end of this, where you’ll find it.

As for The Last Conception, here’s what he wrote back when I requested info on how he came to write it, whether someone hired him, or if he was somehow inspired, etc, and what did it feel like to see it on the big screen:

The book (The Last Conception) was written as a romance. I was inspired by both our daughters, and some friends lives, to write the story. It is also somewhat of a continuation of Buddha’s Wife, but set in a contemporary setting.

I decided to write the script from the book and found the producers myself. They turned the movie into a romantic comedy, with my input along the way, and changed and added a lot of the dialogue. They had me go over the movie in pre and post-production and let them know anything they missed or that needed correcting. The film turned out really well. Each of the actors/actresses were perfect for their part and it maintained the essence of my book as well. I am thrilled with the final product, and it seems many others who have watched the movie feel the same way.

Regarding his background, he replied:

I worked with hospice, hospitals and mental health centers as a grief and trauma counselor for many years; have been writing since I was sixteen (novels, articles, non-fiction, etc.); and written screenplays for the last twenty years. I live in the Bay Area in California and love getting together with friends to play our ukuleles and sing.

I’ve had two other screenplays produced — Stellina Blue and, most recently, The Last Conception (which is the one in the trailer above).

As for his guest post that follows, he explained:

It’s about another script I’ve written called Buddha’s Wife. After many years, it now has a director, production company and distributor. They are looking for funding to make the movie.

Find about more about Gabriel and his projects at his blog.

Photo of writer/filmmaker Gabriel Constans. Photo of writer/filmmaker Gabriel Constans.

“It Only Takes a Few Days… Right?” by Gabriel Constans

The story, as seen at this time. So close and yet so far and so far and yet so close.

  • Write a book based on the life of the woman (Yasodhara) who was married to the man (Siddhartha) who became known as The Buddha. Rewrite and edit the book a zillion times.
  • Obtain quotes and advance reviews for novel.
  • Book published.
  • Book signings, promotions, connections and marketing for over two years (before and after novel is released).
  • Meet Navyo Ericsen at book signing. A musician, web designer and film and video producer who wants to bring Buddha’s Wife to the screen.
  • Work with Navyo for a year trying to find a screenwriter to write screenplay on spec, since we have no funds for film. Several possible, but all fall through.
  • Decide to write screenplay ourselves and change historical setting into a contemporary story. One of my previous screenplays (Stellina Blue) was made into a film.
  • Work on screenplay for a year, with wonderful feedback and suggestions from a famous screenwriter/director.
  • Workable, moving and entertaining screenplay completed.
  • Write up logline, summary of film and treatment.
  • Start approaching well-known actresses, executive producers, directors and production companies.
  • Write and develop estimated budget.
  • Elapsed time, from book being published to presenting screenplay to others for film is four years.
  • Presently (two years later), the film has been co-written with Shandra McDonald and optioned by her production company, Kiss the Limit Productions. It also won best screenplay at the FLOW Film Festival in 2020 and has worldwide distribution in place.
  • The challenge is to get the film financed without a name actress yet attached and vice-a-versa, to get a well-known actress attached without first having the picture funded.
  • This is a scene that thousands of novelists, screenwriters and filmmakers find themselves in, so we are not babes in the woods, but it has been an interesting situation with infinite possibilities for Buddha’s Wife to come into being as a movie.

To those in the film industry, this story will be anti-climatic and familiar, but I hope for those just starting out or venturing to put your toe in the water, it provides a little preparation and insight into the amount of patience, persistence and ordered chaos that can await many on the journey to bring their story to screen.

Do you have a project you’re mustering patience and persistence for?

The Hidden Life of “Vanished,” a novel by Mark Bierman

Who knows what inspires someone to write a novel? Even authors don’t always truly until much later. My own literary-novel-in-progress, “Flamenco & the Sitting Cat,” seemed merely an experiment, a dive into fiction. Only as it progressed did I see it’s really a love letter to all who believe they’re too old, young, broken, lost, too whatever for love…

So when it comes to producing a novel, there’s deciding to write, then comes writing, and then it’s published. At that point, the author releases their words into the world for book lovers to make of them what they will. Every reader brings themself into the act of sitting with a story.

Here blogger/author Mark Bierman (click here for his site, to get his book, and to contact him) reveals what he’s learned about him writing process and his readers. Born and raised on a farm in Ontario, he merges country life with his adult experiences as a correctional officer and a story teller. You can find more of his guest posts for Happiness Between Tails here and here.

Vanished by Mark Bierman cover.

The Hidden Life of “Vanished,” a novel by Mark Bierman

A few weeks ago, I was reading over some of the newer reviews and comments of my novel Vanished. I noticed some understandable trepidation among a few of those who hadn’t read the book. In response, I’ve decided to write this post, explaining the origins of the book, and why I wrote it.

First, though, I wish to thank all of those who took a chance on me, readers who cracked the pages, in spite of the subject matter. I really appreciate you, and I know it couldn’t have been easy to start.

Here’s a quick synopsis

Driven to despair by a shared loss, Americans John Webster and Tyler Montgomery try to self-medicate by embarking on a mission of goodwill to earthquake-ravaged Haiti. The reconstruction of an orphanage transforms into a nightmarish hunt after a young girl is kidnapped.

 Unequipped, culturally illiterate, and alone, the pair are forced into alliances with shifty characters, as they delve deeper into the treacherous underbelly of the human trafficking world. Can they survive long enough to keep their promise to the child’s mother?

I want to clarify what is NOT in this book; rape, gore, excessive violence (yes, there is violence, but no more than any other action/thriller), injury or death to animals, pedophilia. You only need to ask someone who’s read the book, I’m confident they will attest to this.

If you asked me, ten years ago, to write a book about human trafficking, I would have declared you insane. Times, and people, change.

The truth is, initially, there was no intention of broaching the subject. I wanted to write about Haiti.

You see, my father, upon whom one of the main characters, John Webster, is loosely based, would volunteer to help build homes, churches, and other projects. I remember well, the photos showing the difficult living conditions. There were also the stories, none of which included human trafficking. There are bits and pieces in the novel that were gleaned from his experiences.

The second main character, Tyler Montgomery, is loosely based on my brother-in-law. The pair actually did make a trip to post-earthquake Haiti, back in October of 2010. I asked if they’d be willing to make a journal of their experiences.

So, here we come to the reasons behind Vanished. Over the years, I’ve been understandably and justifiably questioned as to my choice of topic. In the early days, I always delivered a simple and pat answer about a desire to promote awareness. If a problem is ignored, what hope is there to solve it? At the time, I truly believed my answer to be complete. Cut and dried, no further explanation needed.

I often mention that 50% of the proceeds are donated to help victims of human trafficking, which they are, and I hope I don’t sound like I’m touting my own horn. That is not my intent.

Yes, all of this is true. However, and this may sound strange, I’ve only recently come to realize it’s not the whole truth. Please let me explain.

Those who are familiar with me, know that I’ve spent the last twenty-plus years working as a Correctional Officer in maximum and medium security prisons.

Novelist/blogger Mark Bierman.
Novelist/blogger Mark Bierman.

The last max. was Kingston Penitentiary, which opened in 1835 and closed in 2013. It’s now a tourist attraction. I was one of the last to work there. Shortly afterwards, I was transferred to a medium level prison.

This blog is not evolving into a prison tale. My career was mentioned because I want to help you understand where I’m coming from. I also want to emphasize that Hollywood and the news are entities that thrive on sensationalism, because it sells.

I’ve encountered many traumatic experiences and looked into the midnight eyes of those who looked through, rather than at you. We called them dead eyes.

Fortunately, these are not the majority of inmates. There are some who’ve led normal lives until something triggered them to act in uncharacteristic ways. What you also had were many cases of psychological and drug addiction issues. Oh, and yes, plenty of the inhabitants had committed unspeakable acts of evil. I’ll spare you the details.

Of course, it wasn’t all bad. I’ve worked with some great staff and have had my share of laughs. I appreciated the strong bonds that developed between my peers. It’s inevitable when you place your life in someone’s hands, and they put theirs in yours.

I apologize if I’m rambling, but it was necessary to give some background into what made my brain tick when I wrote this book.

It took a diagnosis of PTSD, months of treatment, support, and deep reflection, to unravel the ‘other’ reasons for the birth of Vanished.

I have come to grasp the fact that it was also a product of a mind that sought to survive and heal. To find a state of homeostasis and make sense of the tragic and unfathomable.

The famous line from the movie, Saving Private Ryan, often comes to mind. Captain Millar and the Sergeant are discussing the personal cost of getting Ryan home. One of them says: “Someday, we might look back on this, and decide that saving Private Ryan was the once decent thing we were able to pull out of this whole Godawful, shitty mess.”

I’m not comparing myself to these brave warriors, but these are my sentiments, exactly.

The brain is extremely powerful, and I believe that it sensed something was wrong all those years ago, though my conscious mind was oblivious. It’s the frog in a boiling pot analogy. I was being cooked alive, and I didn’t even realize.        

The characters do represent, superficially, my family members. At a deeper level, they are avatars of my hope. Hope for something better, for this world, myself, and my loved ones.

Spoiler alert, Tyler struggles with mental health issues. The issue was approached from a Stephen King angle because I grew up reading his work.

At the time, I thought it was just a nod to the famous writer, but it’s become clear that my subconscious had put out a 911 call for help. In some ways, I’m Tyler.

Right now, more than ever, the world is hurting. I don’t know your personal stories, but I can sense from many of the comments, that anxiety and a sense of hopelessness rule the day.

Let me tell, there is always hope. I want to assure you that you are not alone. I, along with many others, have been where you are. I’m on the mend, and my family is getting there, too. I cannot reiterate this enough: there is always hope.

Whenever a crisis arises, there are always those who step up and perform selfless acts. I refer to those as helpers. Look around, you’ll find them everywhere. You know what? Look in the mirror and you’ll see one up close.

Don’t believe me? Listen, if you’ve ever retweeted a post, shared a kind word on a blog, shared a blog, hosted, bought a book, read, and reviewed, made someone laugh or provided information, beta read… you get the picture, then you are a helper.

Yes, those dedicated people who work in the healthcare industry certainly fall into this category. There are so many others, unsung, and unnoticed. They go about the business of helping.

John and Tyler are much more than characters in a book, and the plot is deeper and broader than human trafficking. There is an ugly side to it, just as there is in life, but there is also a positive message. It’s about becoming a helper, doing whatever is within your capacity to make a positive impact, even if it’s just one person.

This is the true spirit of Vanished.

Here’s how one woman works to help victims of human trafficking.

Do you believe a book can evolve beyond the author’s dream for it?

Me and COVID plus Imagining a New Place by novelist Chris Hall

‘Sunset over the Berg River ©River Tides Guesthouse’ – where author Chris Hall stayed when she began writing her book, "Song of the Sea Goddess." Owner Mike Harvey is a good friend of hers and the photo is from his website.
‘Sunset over the Berg River ©River Tides Guesthouse’ – where author Chris Hall stayed when she began writing her book, “Song of the Sea Goddess.” Owner Mike Harvey is a good friend of hers and the photo is from his website.

Writers get to build whatever world they please — sometimes our novels bend the truth only somewhat — other times they invent entire new gallaxies.

My works in progress, “Flamenco & the Sitting Cat,” and “Tango & the Sitting Cat,” are set in fictitious towns within Los Angeles during 2002 and 2003. Back then, COVID-19 didn’t exist…

Note: Earlier this week, my husband became feverish and unwell. Turns out he has COVID-19. He’s doing his best to get well while I feel healthy and am awaiting my test results. Throughout the pandemic, we’ve been super careful. I’m letting you know this as a reminder that one can never be too conscientious about avoiding this severe illness and about working civically to help contain it. (Here’s the follow-up, and here’s after that. and here’s the latest.)

Deciding on setting and histories and all that goes into storytelling is chancy no matter what an author chooses to create. There will always be fans and foes. To be a novelist requires enough passion to outrun the discouraging thoughts that can torment us.

Chris Hall has been wonderfully prolific over the last few years. She’s published three novels and a short story collection! Originally from the UK, she describes herself as “a compulsive story-teller, cat slave and hen keeper.” To sample her short fiction, fan fiction, mini-series, and poetry, as well as to follow her on her various social media, check out her website.

“Song of the Sea Goddess,” her most recent novel, is set where she lives now, the Western Cape of South Africa. Here she describes why she decided to depict a South Africa different from how it is in real life…

Author Chris Hall.
Author Chris Hall.

“From the Writer’s desk” by Chris Hall

Writing a novel is not just about telling the story. There are other considerations that come into play. I’d like to share with you why I was motivated to write a book set in South Africa. In particular, why I chose to paint an idealised portrait of the place and why I drew on the overarching theme of environmental destruction, rather than dealing with the gritty issues of race and poverty in my latest novel, Song of the Sea Goddess.

The Setting

When it came to writing this, my fourth novel, I was determined to set it in my adopted country, South Africa. I’d been living near Cape Town for almost ten years and the time had come to give voice to the people around me. I’d also decided it was time to transition from historical fiction. It was time to write in the moment, but at the same time include elements borrowed from the ancient lore of the African continent, which are written on cave walls and embedded in the landscape.

I knew I needed a setting to match the story I was about to tell, although the story hadn’t really even begun. Then, at the beginning of 2019, while staying in a small town on our very beautiful west coast, while I sat by the banks of the Berg River and watched the little boats going past on their way out to sea, I was moved to write a story about a fisherman with a little boat.

Every writer needs a helper as inspiring as Chris Hall's kitty, Luna.
Every writer needs a helper as inspiring as Chris Hall’s kitty, Luna.

The Characters

I’m a lazy novelist. I let my characters emerge and develop and play around in my mind. Even before they are fully formed, they are always desperate to run to centre stage and act out their parts.

But there has to be a starting point.

A few of my key characters are based on people I met when I first came to live in South Africa. People whose backgrounds were unfamiliar to me; people who come from what are euphemistically called ‘formerly disadvantaged communities’ (as if their communities are not still disadvantaged in this country, which has the most polarized society on the planet).

I could have written about some of their struggles, about the conditions in which they live, about the poverty and lack of opportunity that characterizes their communities, of how they’d suffered under apartheid, but as I got to them better, I realised that none of them wants to dwell on any of that.

So I decided I could give them better lives, locate them in a much more pleasant place and put a positive spin on this beautiful country.

I mixed them up a bit, taking a little bit of one and blending it with another, but their voices are true and their characteristics mirror real life in many respects. There’s a nod to some of the darker side of people’s lives with Sam’s flight from the Cape Flats’ gangland and in the history behind Jannie’s tattoos from the notorious ‘28s’ gang.

On the lighter side, several of the comical incidents, like when Auntie Rose loses her false teeth down her pants’ leg, are little events that actually happened. The food that the Aunties make and sell in the novel is based on recipes that I tasted and talked about with people. The love of food and the common ground we found over cookery has cemented several friendships in my new town.

The Theme

Concern for the environment is a theme I continue to return to in the short fiction and poetry, which I write on my blogsite, and while watching a TV documentary about water pollution, an idea began to form in my mind for the backdrop to my novel’s narrative. Water is in short supply in our country anyway, but what if the rivers were threatened? And what would happen if the forces of nature were moved to fight back? Soon my emerging novel would take a new and interesting turn.

My love of the landscape and ancient lore of the country that I now call home will continue to feature in my work. I’m already embroiled in a sequel to Song of the Sea Goddess, where myth and magic will once again be awakened in the little coastal town where the great river flows from the purple mountains into the southern ocean.

Visit Chris' site to order her books, and to find out more about her and the rest of her writings.
Visit Chris’ site to order her books, and to find out more about her and the rest of her writings.

Have you ever created a new world?

Self-Publishing: How David Gittlin Markets His Fiction

David Gittlin, writer.

Do you think I’m crazy for taking heart whenever I see books of fiction — novels, mainly — make it big even when, in my opinion, they stink? That goes ditto for just about anything, but before you call me a nut, let me explain.

Persistence goes a very long way when it comes to success. So does obtuseness about failure and criticism. Throwing heaps of money at an endeavor is another way to lead readers/buyers/voters/whatever to prefer style over content.

For us novelists who want people to purchase our books, there are myriad “experts,” aka “vultures” galore. As I research how to eventually have that happen for the novels I’ll eventually serialize into podcasts and then sell as books, Flamenco & the Sitting Cat and Tango & the Sitting Cat, it’s impossible to avoid avalanches of Youtubers parroting each other’s basic “secrets” about marketing/platforms/etcetera. Each concludes with the same pitch, which is that, in return for our dough, they’ll fulfill our ambitions. Indeed, some may be legit. My jaded ears, however, remind me, “A fool and their money are soon parted.”

That’s why — and here’s what this post is all about, my friend — it’s like finding gold when someone with real experience shares their knowledge without charging us money.

Without further ado, here I present David Gittlin, who blogs from Florida and who is exactly that man. He’s authored three feature-length screenplays, produced two short films, and published three novels, each in a different genre! (Links for them are within his post.) Before that, he worked for over thirty years in all sorts of capacities related to marketing and the internet.

Read on for his hands-on wisdom that he’s kindly letting us in on. Lucky for us too, he’s not charging us a red cent…

How do I Cost-Effectively Market My Book Online? by David Gittlin

Comparatively speaking, writing a novel is the fun, easy, first step of the self-publishing process. The second step, creating an attention-getting book cover, offers its own unique set of challenges. However, the most intimidating and difficult undertaking, to most authors, is the third step—Online Marketing.

These words strike terror in many authors’ sensitive little hearts because they want as little to do with the outside world as possible.

The most intimidating marketing question is: “Where do I begin?” In this blog, I’ll let you in on some of the advertising methods I’ve tried and the results I’ve had. I’ll save you time and money. I’ll guide you through the marketing process from the completion of your manuscript to the final strokes of your marketing plan.

Before we begin, bear in mind that more than a million books are published every year. Therefore, we have to be good at marketing. Damn good!

After completing your final rewrite and the inevitable tweaks that come afterwards, it’s finally time to upload your book to online retailers. Next, you announce it on your blog, your author website, your Facebook page, and your YouTube channel (optional).

Now what? Gulp…

This is the seriously hard part—driving people to these outposts in cyberspace.

Let’s take a look at what has worked for me and what hasn’t.

Book Covers

The first step in marketing your book online or ANYWHERE is to create a relatable, attention-getting cover. We’re taught not to judge a book by its cover.  Ironically, this principle doesn’t apply to actual books.

I’ve read that the cover of a book needs to be genre specific.  By this I mean your reader can quickly identify the subject matter inside, whether it be Romance, Action/Suspense/Adventure/ Thriller, Espionage, Science Fiction, Fantasy, and so on.

The trick is to make your book genre specific without making it look like every other book in the space.  The idea is to stand out from the crowd, not get lost in it.

If you are an accomplished graphic artist, go ahead and do it yourself.  Just be sure that you follow the specifications of your print on demand supplier.  If you are not a great graphic artist, like me, go ahead and shop for an artist who can turn your cover vision into a commercially viable package.

Please choose an artist with a specialization in book cover design.  This person can have other specialties, but they must also be fully versed in the art of book cover design.  If you are creating the book cover, make sure to research the subject.  There are many pitfalls, just as there are with writing a book.

I used three different artists to create the covers for the three novels I published.  Besides the fact that I get bored easily, there may have been a method to my madness.  Each of my novels is in a different genre.  Some artists have genre preferences and do better work in those genres.  There is no set rule.

Some artists are good in any genre.  They may be more talented and expensive than others, but you won’t have to go through the angst of breaking in new ones.  And you may get a better overall result.  Or not.  Choose carefully.

If you have an idea of what you want in your book cover, great.  If you don’t, that’s okay.  Just be sure you choose a capable artist who you can communicate with.  Don’t be guided solely by cost.  Choose someone who knows what they are doing; who inspires your confidence, and “gets you.”

Blogging

Blogging is a great way to get yourself and your work “out there.” It’s not hard to create a blog, even for graphically challenged people like me.  WordPress and Wix are two of the most popular sites now.  You don’t have to be an expert at coding to make a nice looking blog.  You can also choose an upgrade plan that will give you more customizing options.  I believe the upgrade plans are worth it.  WordPress has a premium plan for only $99 per year.

Once your blog is created, don’t let it just sit in Cyberspace. Take a little time each day to read and comment on blogs by folks who write about subjects that interest you. Those people will then read and follow your blog if your content is good.

Take note of how other people promote their work on their blogs.  I’ve found that the subtle approach is the best way to do it.  Keep in mind that content is king.  What you have to say and how you express it will ultimately determine your degree of success.  Andmake sure the template you use to create your blog is Smart Phone Friendly.  I finally woke up to the fact that most people read blogs on their phones. Duh. I dumped my old templates and replaced them with new, easy to read, phone-friendly ones. Now, I’m attracting more followers than ever before, and I’m making many new friends.

Facebook Ads

I’ve experimented with ads on Facebook.  I’ve racked up tons of likes and very few sales.  In my humble opinion, paying for ads on Facebook is a total waste of time and money for self-published authors.  I have an author friend who is running great ads on Facebook, but he’s not selling any books.  I’m not saying ads in general don’t work on Facebook.  They do.  But you are an up-and-coming author struggling to find an audience.  You aren’t Macy’s.  You aren’t selling specialty items currently in demand like face masks.  See what I mean?

Facebook Pages

A Facebook page isn’t essential, but I strongly suggest that you put some time and effort into making a good one.  If nothing else, FB pages add credibility and overall impact to your marketing campaign.  And they are FREE.  You might even sell some books from your page using the SHOP NOW button.  Pick a glowing book review and pin it at the top of your posts column.  This little maneuver has increased views and engagements on all three of my Facebook pages.

Instagram

Upload a JPEG of your book cover with a link to your Facebook page.  If you have lots of friends who spend half of their lives on Instagram, you might get lucky.  I don’t use Instagram.  Don’t ask me why.

Press Releases

I’ve created and distributed press releases on PR Web with a target audience of 30,000 journalists and bloggers. The idea is to drive traffic to your websites and generate publicity on major news sites and search engines.  You can participate at various cost levels starting at $99.  The more you spend, the bigger the audience.  I participated at the second highest level at a cost of $289 per release.  (The highest level currently costs $389).  To add interest to the releases, I created a book trailer video. (A simple book trailer without actors will cost anywhere from $250 to $300 from a reputable company).

Bottom line: I could not relate any book sales to my press release adventures.  So, save your money.

Book Trailers

Book trailers are nice to have but they aren’t essential to your marketing campaign.  When I first started marketing my books twelve years ago, the pundits all said that you were dead in the water if you didn’t have a book trailer.  As it turns out, this is baloney.  Book trailers are a nice addition to your marketing package, but they aren’t powerful generators of sales.  I made trailers for my first novel, Three Days to Darkness, and my second one, Scarlet Ambrosia–Blood is the Nectar of Life.  I had fun making them and they didn’t cost too much. Recently, I used the first trailer I made as the cover photo on my Facebook page. (Note: The video has to be two minutes or less to be uploaded to the cover section). To my amazement it worked. More than a thousand people visited my Three Days to Darkness page in the span of two weeks. I made some book sales at the rate of two percent of the visits. I’m still getting views.  But here’s the thing: if you have a limited budget, use it where it will do the most good.  I’m getting to that.  Stay with me.

Audio Books

If you can swing the cost, make an audio version of your book.  As you are no doubt aware, people don’t read as many books as they used to.  Audio books are getting more popular every day.  I used ACX to make the audio book for my third novel, Micromium: Clean Energy from Mars.  I liked using ACX and they are part of Amazon.  I signed an exclusive agreement with them, which means I get a bigger royalty (70%) on each audio book sale.  With this agreement, your book is automatically uploaded to Amazon, Audible, and iTunes.  The downside is, you don’t get exposure on sites like Hoopla, Overdrive, and Bibliotheca, which serve libraries.  If you don’t go exclusive, ACX offers a non-exclusive agreement wherein you can distribute to any platform and get a 25% royalty.

If you hire a narrator for your audio book, which you can do through ACX, a good one will probably cost you between $100 and $150 per finished hour.  Your narrator does the narration and all of the production work.  You direct them and approve the finished product.  I had a great time making my audio book with an amazing woman who did a fabulous job.  I’ve done reasonably well with my audio book.  I’ve noticed that having an audio version available has increased my overall book sales.

Paid Reviews

When you launch your book, you want to have a sufficient number of positive reader and editorial reviews available on retail sites and Goodreads to convert browsers into buyers.  Unless you have twenty friends and a handful of book critics ready, willing, and able to post glowing reviews, it makes sense to purchase a few of these.

There are a number of sites available for these services.  I have found the best and most reliable site for reader and editorial reviews to be indiereader.com.  Check out their website.  I bought reader reviews and an editorial review from them. I’m 100% satisfied with their service, reliability, and results.  I’ve also used midwestbookreview.com for fair, reliable, and less expensive editorial reviews. Readers Favorite is an excellent site for FREE reviews. Check it out.

Amazon Advertising

Sponsored ads on Amazon.com are the most effective marketing tool I’ve used so far.  If you have a limited budget, this is where to spend it.  The ads are easy to create. You set your daily budget, write your copy, set your campaign dates, and off you go.  If the ad doesn’t work, you can scrap it and try different keywords.  You can see which keywords are working and which are not and adjust accordingly.  Best of all, you can see how many books you’ve sold and how much it has cost you to sell those books.  There’s no baloney and no guesswork.  And, let’s face it, most of the books people buy are sold on Amazon.  To create a campaign, sign in to your KDP account, select the book you want to advertise, click on the three dots to the far right of the book, and select promote and advertise.

I hope you will find these tips helpful.  I wish you all the success in the world, and keep writing.

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