Excerpt:
Party Time for Your New Book?
By LinDee Rochelle
Article for My Book’s Published—Now What???
By John F. Harnish, Special Projects Director, Infinity Publishing
with Jane M. Martin, Infinity author and conferences co-director
LR Note: Consider this alternative or supplementary strategy to traditional public relations...
Disappointment gnawed at Elle Newmark. Her new book was languishing in Amazon.com anonymity. Desperation made her do it. Although she’d been in advertising for many years and was no slouch at “getting the word out,” she conceded that book promotion must need a trick she hadn’t yet learned. Newmark signed up for a cyber course with Randy Gilbert and Peggy McCall.
Strategies learned in the 8-course teleseminar seemed to her, common and aggressive tactics more suited to non-fiction. Certainly not what she visualized for her new novel of mystery and amore, set in the romance of 15th century Venice. And even with her marketing background, it was all a bit overwhelming – she couldn’t help wonder what the other 100 or so participants from around the world, thought of the experience. Though Gilbert and McCall’s basic approach might prove minimally useful, after spending more than $2,000, Newmark wanted more for Bones of the Dead.
Inspiration appeared in a “Sex and the City” rerun. Mesmerized, Newmark watched Carrie’s lavish New York book launch party unfold. “My book’s better than Carrie’s! I want a book launch party!” she exclaimed aloud. But how?
Newmark grabbed a piece of paper and thought, OK, what are the key elements of a party? You determine who, what, where, when and how. A New York party was out of the question (she’s in California); and how could she host a lot of people in an elegant setting? An idea pushed her creative buttons … Newmark began planning her VIRTUAL book launch “party” for Bones of the Dead:
Who: As many “guests” as possible! She approached sponsors with opt-in e-mail lists to participate, exchanging advertising space (see What) for sending out party “invitations” to their recipients, in a newsletter or other mailing. The larger the list, the more guests would be attracted to her party. (One sponsor has over 250,000 newsletter recipients.)
What: An actual “party,” complete with …
music – easy enough for her webmaster … a classical tune, with an edge of suspense;
celebrity guests – in the form of their public quotes, for fun snippets of “conversation” reminiscent of what you might hear at such a party;
food “for thought” – inspirational, thought-provoking comments and free craft-honing downloads for writers; and of course,
party favors – freebies, discounts and more downloads from her sponsors, presented in a “gift” graphic that you have to open to receive … but you need a “key” to open them … see “How.”
Where: Hmmmm … “where” can she reach the “who” to result in the “what”? Of course – her Web site is the perfect party location.
When: ASAP. (Unless you are a Web site wizard, allow yourself a minimum of three months – longer, if you need to make new sponsor contacts.)
How: And HOW does this actually help sell her book? Newmark’s “party invitation” is sent through the sponsors and to her own contacts as close to the event as possible. It invites you, the guest, to a “limited time” party and has just one requirement in order to take home all the goodies up for grabs (like busting open a piñata) – buy her book on Amazon. Aha! That’s the key to opening the party’s door.
If you are looking for an innovative way to promote your book to the public and increase your sales on Amazon (and hopefully experience a bestseller day) – and your own Web site, this might just do the trick. With a creative flair, Newmark adapted the virtual book launch concept to blend with a real “virtual party” that rivals any New York society event.
It’s the ol’ win-win … Newmark sells her book, Amazon sees the high number of sales (in a short time span) and propels her into a higher online status, sponsors acquire new customers, and your guests receive the opportunity to partake of all the party favors and fun!
Nuts & Bolts of a Virtual Party
Although Newmark hoped to drive up Amazon sales for a better ranking, if you are more concerned with sales volume than Amazon’s bestseller list, this concept will work just as well on your own Web site and/or that of your publisher. Then send a press release out touting your success!
“But make no mistake,” warns Newmark, “it’s a LOT of work.” She confesses it wasn’t until she was too far in to back out that she realized just how much time it would usurp. However, to realize her book’s potential and recoup her expenses, she forged ahead and enjoyed the experience. The new contacts and partnerships alone, more than paid for her time.
Speaking of paying -- would she – or you – rather pay someone to handle the promotional details? Of course. Have about twenty-five grand lying around? So – let’s get real and incorporate Newmark’s basic principles for getting this done on our own merits.
Newmark’s new virtual book launch “party” concept is so well-received that she is in negotiations with her original course instructors from whom she learned the “standards” to offer how-to instructions for her creative concept. Below are some starting points. Contact Elle Newmark at elle@ellenewmark.com for details that will avoid wasting your time on the already spinning wheels of invention.
You can apply the party idea to any type of book, whether non-fiction or fiction, by using a little creativity of your own. Don’t we all love theme parties? Is your book about finances? Throw an online “New York Stock Exchange” party. What about romance novels? Invite your guests to a virtual Valentine’s Day book launch. A Sci-Fi book is ripe for a cyber Star Wars festival. Is your novel set in the Southwest? Round ‘em up, cowboy, and invite your guests to a rodeo, with your book as the main event! The possibilities are endless.
Newmark’s first advice: “Know what you want – money, recognition, fame? I want Random House to pay me to stay home and write my next two novels,” she exclaimed. “To do that, I need to get noticed!”
This sage suggestion is followed by:
- “You have to be willing to learn some computer moves,” says Newmark. You may not do the work yourself, but your webmaster needs to understand your vision, and you must be able to discuss “banners,” “reciprocal links,” and graphics requirements with potential partners.
- Remember, you’re not trying to get 100 people (nice, local, in-person party); you want to reach a million people! “The Internet is free … make as much or little of it as you want.”
- Strive for a minimum of 500,000 names – invitations – for your party, through your partners’ opt-in email and networking lists.
- Standard tactics dictate, don’t contact people before you’re ready. Newmark eschews that perception, “I think you get ready by contacting people. If you sit in a chair waiting to decide to be ready, you’ll never be ready.” Action is the key word.
- Only work with partners and contacts, who 1) grasp the concept and see its value to both parties, immediately; 2) complement your book in subject matter, etc.; and 3) as Newmark realized early on, you like. You’re going to be putting in a lot of effort, why make it anything less than enjoyable? Some may also turn out to be long-term alliances, so ensure a pleasurable partnership.
- See that your partners provide a party favor that is downloadable or available via email, something of value, and a well-rounded item that appeals to the masses – or at least a LOT.
- Be prepared to trust. Even those you like can have a bad day, week, month, life, and not come through for you in sending out the invitations (best to do the day before the event). Secure a commitment from them and follow up, of course; but bottom line, you have to trust them.
Put your virtual party together as carefully as an Earth-bound event. Minimize time spent by recruiting family or friends to research for partners for you and other necessary tasks that anyone can do. And most of all, have fun. Before, during, and after the party!
Want to see how it works? Elle Newmark’s first virtual book launch party invitation, for Bones of the Dead, looked something like this:
Author’s Note: My Book’s Published—Now What??? includes a sample email invitation similar to that used by Ms. Newmark in her virtual book launch party promotion. You will be able to purchase MBP—NW??? only at Infinity Publishing’s retail site: Buy Books on the Web (www.bbotw.com).
Remember Newmark’s plea to “get noticed,” so she can stay home and write books? In the final stages of this book, she reported her early results …
Though we know it can’t be sustained, because there are dozens of new books a day biting at your heels to be noticed on Amazon, there’s no doubt, Newmark created a buzz. She definitely got noticed and it only takes one open door to make a writing dream come true.
News flash! Newmark update #2 – even better!
This just in … Elle Newmark’s virtual party opened its doors on a Tuesday and by Thursday she had signed with the William Morris Agency. The following Tuesday her book hit the auction block in New York and before you could say “Sold!” Newmark walked away with a 7-figure bid on two books, from Simon & Schuster. Can’t get any better? Ha! They’re already selling foreign rights, with deals in the UK, Germany and Brazil. A hardcover edition is being planned and Newmark now has an agent (Dorian Karchmar, WMA) and an editor (Atria’s Emily Bestler, editor to bestselling author, Jodi Picoult) -- all of this in less than a month. Newmark’s comment about all the excitement? “Now I know what they mean by a New York minute! I’m stunned. Stunned!!” And happily so, I’m sure. Is there a downside? Well, they renamed her baby from Bones of the Dead to The Book of Unholy Mischief … I could live with that, couldn’t you?
