Ten steps to becoming a media savvy author By Helen Lewis The Self Publishing Conference

1. Ten steps to becoming a media savvy author By Helen Lewis The Self Publishing Conference

2. Myths & urban legends… “I don’t need to start PR & marketing until the month before my book comes out.” “I do PR/marketing/comms in my day job – it’s not in publishing or consumer press – but that doesn’t matter.” “My publisher will sort all this out for me.” “A budget of £xxx will secure me some articles and interview.” “I am outsourcing the PR & marketing so I don’t have to do anything.”

3. What are the differences between PR & marketing?

4. Marketing seeks to return direct sales and includes advertising • PR is focused on reputation management (or development) by generating positive media coverage • Marketing attempts to reach target consumers and encourage them to consider buying your book • PR strategies can include articles, media interviews, conference/event speeches, blogs • Marketing strategies can include advertorials, adverts, paid-for-social media promotions • PR works best as a long-game, building reputation, positive media coverage, reaching a larger and larger number of people over time. It can garner results long after a campaign has ended • Marketing can be a one-off, a quick-win, a strategy that drives instant, tangible sales success but then tapers off as soon as that activity stops

5. What do I do? • Primarily, we offer PR support but we can provide marketing support too. • We don’t recommend you do one without the other. Cohesive strategy is required for success and that includes a sales strategy. Example PR strategies we can help with: Press release creation, editorial commissions, media interviews, blog tours and reviews, organising book launches, conferences and events, creating feature ideas and news hooks, building a story around a story. Example marketing strategies we can help with: Mailing list development and newsletters, Facebook advertising, paid for reviews, Amazon ads, paid email blasts like BookBub, BargainBooksy

6. DIY tips… • Much of the marketing strategies can be implemented by the author – you don’t need to pay someone else to do them for you. • PR, however, is different, because it’s all about relationships, who we know in the press (contacts built up over 18 years), what we know they’re writing about, what works and what doesn’t. • Consider what you CAN do and what you’d like to learn to do and what you need to outsource to an expert. • Get word of mouth recommendations about who to work with, which marketing strategies do best for your area/type of book.

7. When should you start work on your marketing & PR? The moment you decide to write that book build yourself a business plan that includes marketing & PR strategies. REMEMBER…It’s never too late! Too busy writing to think about promotion? Don’t miss out on opportunities! * CONSIDER YOUR LEAD TIMES FOR PRODUCTION * CONSIDER THE PRESS LEAD TIMES (LONG LEAD MAGAZINES PLAN 3-6 MONTHS IN ADVANCE) • CONSIDER HOW MUCH NOTICE THE BOOKSHOPS AND THE MEDIA NEEDS There is so much you can be doing even before the first draft manuscript is finished!

8. Step 1: Participate…be sociable…on social media Who has done any social media ahead of or so far at The Self Publishing Conference? Get on Twitter/Facebook now! @literallypr #selfpubconf

9. What can you be doing as the author? Social media is not a nice-to-have … it’s imperative! Twitter, Facebook, Instagram, Pinterest, Blogging, Goodreads, YouTube, SnapChat LinkedIn Don’t forget…Amazon Author Central Page & Your Own Dedicated Author Website What’s your favourite social media platform? Leave me your business card at the end and I’ll email you my Top Tips For Twitter Sheet

10. Social Media Makes Sense! • For newbies… start with two platforms and see which works best for you: which two will you focus on? • If you already have a network, consider how to build it further specifically with your author career in mind. • My top three for book PR are: • Twitter • Facebook • Instagram / LinkedIn • Think about your target audience – who do you want to engage with? Who do you want to have a conversation with? Who do you want to know about you and your books? • It’s better to do a couple of platforms WELL than do lots of them badly!

11. EXCUSES, EXCUSES… “I just don’t like it…” “It’s a waste of time…” “I’m an author not a social media guru…” “I feel like I’m talking to an empty room…” “I don’t have the time for this…” “I have nothing to say…” “I’m bored…”

12. What is an author platform & how do I get one? First things first, you need an awesome website! • Create a website that you can control, edit, update regularly, access user statistics (Google Analytics), and sell your book from. • Research e-commerce options so you can sell your book (and other products services) on your site. • Regularly update the content on your site by hosting and/or linking to a blog (as we do at Literally PR). • Offer to write blogs, provide comment, Q&As etc for other websites and reciprocate links. • Network online - join in forums & discussions (Facebook is particularly good for this). Soon you can start striking up your own conversations!

13. Why do I need an author platform? • Literary agents are interested in your online platform because publishers are interested. • There is growing awareness within the industry of the power of connecting with readers and potential readers online. • Online writers’ groups are becoming more respected within the literary world. • Social media, online sales of previous books, the number of followers you have and how you interact with them = proof of concept = commerciality. • Real-time feedback on your book. • Readers recommend books to other readers. Word of mouth marketing. • Opportunities come your way that would never happen if you weren’t online!

14. Step Two: To blog or not to blog?

15. Step Two: Set up a blog and get blogging… Choose a blogging platform, domain name, and hosting option. I recommend Wordpress.com. It’s free, easy to use and hasn’t let me down yet! Design your blog using a simple theme. Choose one that works for you and add your own stamp with the content (words and pictures!) Spend some time making your blog fit with your branding across your website, your business cards etc. Select the best plugins for your blog (i.e. connect it with Facebook & Twitter so every time you post it updates). Write compelling content that adds value to readers. Regularly i.e. at least once per week. Be consistent. Be interesting. Be real.

16. Don’t just blog VLOG! • Get your phone out, or ask a friend to help and start practicing talking to a camera! • YouTube receives 1billion+ unique visits every month – more than any other channel (except Facebook!) • 1 in 3 Brits view at least 1 online video each week – potential audience of 20m+ people in the UK alone! ORGANISE A FACEBOOK LIVE FOR TWO WEEKS’ TIME, PROMOTE IT BY TALKING ABOUT IT ACROSS ALL SOCIAL MEDIA AND INVITE PEOPLE TO JOIN YOU AND ASK QUESTIONS. USE IT TO MAKE AN ANNOUNCEMENT! Tell me about it and I’ll share it with my 22,000+ connections on social media.

17. Step 3: Get OUT THERE! Build an offline platform • Pitch to literary festivals – make yourself stand out – why should they choose you? Use your established social media network as a reason why they should consider you! • Readings, signings, school visits, WI, businesses, associations, writing groups – NETWORK, NETWORK, NETWORK! Remember the best networking can start online – and then move to ‘the real world’ to make genuine connections. • Join ALLi, Byte The Book, Reedsy, BookMachine, The Author School – anything that connects you & keeps you informed! These offer online events and opportunities as well as face-to-face events. • Go to writers’ seminars and book fairs (Frankfurt, New York, London). Keep learning about how the industry works!

18. Step 4: Reach out to fellow writers and bloggers 1. Block out a couple of days to research book reviewers and bloggers interested in your genre. Make a list. Email them and ask if they'd be interested in reading your book before anyone else - invite them to interview you (even better prepare a 10 question interview with Q&As already done), send them images of the front cover and one of yourself. Make it as easy as possible for them to read, get excited about and review your book. 2. Ask as many people as you can to read and review your book on Goodreads, on their own blog, and on the day the book is released on Amazon. 3. Spend a loooooong time connecting with the right people (book reviewers, authors, critics, bloggers, journalists) on Twitter, LinkedIn, Goodreads...

19. Step 5: Organise a blog tour! • Write articles & blog posts for syndication • Write a Q&A for yourself & circulate it on social media • Work with a dedicated blog tour company or book publicist to reach bigger numbers • Meet bloggers at blogging/literary events and keep their details for when you need them! • Find out what blogs other authors/writers groups enjoy • Be part of an online community that supports fellow writers

20. The October Men Blog Tour! We sent a one page pitch to bloggers who love conspiracy thrillers, thrillers, mystery, suspense. We set up an online folder packed with all the assets they might need including a Q&A, author bio, book blurb, photos of the book, social media files, extracts, link to request the book on NetGalley (ebook files) and offered a paperback for them to review & another for a competition prize. March 13 @LoveBooksGroup Love Books Blog https://lovebooksgroup.blog/ @RoxanneRhoads Fang-tastic Books http://fang-tasticbooks.blogspot.com @reads2love Reads 2 Love http://reads2love.com March 14 @TuradhImages Turadh www.turadh.blogspot.com @mshogrider67 T's Stuff http://teresanoel.blogspot.com/ March 15 BookWyrm www.bookwyrmreviews.com @RoxanneRhoads Roxanne’s Realm http://www.roxannerhoads.com/ March 16 @amanhimself Confessions of a Readaholic https://amandeepmittal.wordpress.com/

21. Step 6: Build your mailing list online (respecting the new GDPR rules) – but consider what they get in return for handing you their email address?

22. How will you use the mailing list? • Pre-order push! Incentive idea i.e. buy 10 books get free cinema tickets… • Amazon promo on launch day to hit the bestseller spot • Beg for reviews on Amazon, Goodreads etc • Feedback on other book ideas • Promote events, workshops, seminars you’re attending • Share your achievements such as prizes and reviews! Consider how often you want to engage, keep checking in with people and asking for a two-way dialogue, use other social media platforms to link back to your website and mailing list.

23. Step 7: Organise a book launch event – to party or not to party?

24. Extract from my handout ‘To host a book launch party or not to host a book launch party…that is the question • So, why do so many authors decide to host a launch event? Well, usually it is because they want to celebrate their achievements with the friends, family and network who have supported them on their writing journey. In my opinion, this is the best reason to have a launch party. But there are many, many reasons why people choose to host an event including: • Increase awareness about the fact your book is now, finally, out there. • Network with people you wouldn’t usually get to see and invite people who may be interested in supporting your author career in the future. • Build a buzz in the run-up to the event, particularly on social media, by employing various tactics built around the fact you’ve got a book launch event coming up. • Invite the press, reviewers and bloggers – people who can write about/vlog about your book because they have been to the party (or because they’ve been invited to the party). • Sell books to a lot of people in one go.

25. Step 8: Don’t forget to consider PR! Reach out to local radio stations & local press with a well crafted press release & suggest interview topics that are current and topical… Work with a book publicist who can pitch for you on a local to international scale.

26. Step 9: Call in the favours! Go back through the various stages of your life & offer to send the book to former clubs, unis, associations, colleges, workplaces etc. Local links can work too! Can you do a talk or reading? Can they list your book? Can they add you to their website/newsletter?

27. Step 10: Keep on top of your plan Remember your USPs! What is different about you/your book? What makes you stand out? What is YOUR story? Communicate! Link! Network!

28. Top 10 things you could do after today…choose three and let’s discuss them! • Define and research your target audience. Know your reader. • Work on your author website. Make it more appealing to your target audience. Add fresh content. • Work out a content plan for your website, social media and blog over a 3-month timeframe. • Consider which magazines, newspapers, radio programmes, TV shows, blogs and websites you • would like to write about you/your book. • Investigate your options for getting more reviews from friends and contacts on Amazon to a blog tour, to • paid for services such as Netgalley or Kirkus. • Decide on whether you want to organize and host an event…or perhaps try to participate in an existing event? • Start working on organizing a blog tour – either on your own or with support from specialists. • Identify your media USP. Create a press release if you honestly think you have the journalistic skills and send • out to your local media. • Plan a series of 5-10 blog posts, write them, and line them up to go out on weekly/regular intervals. • Go through your connections on LinkedIn, through associations/groups, previous history (work/uni) and create a • mailing list. Reach out to them and ask if they’d be interested in hearing from you in the future (commit to more than • once per month) about your books.

29. Feel free to connect on social media & we’ll RT and share your posts far and wide! @literallypr @theauthorschool @fdtowers @litagenthelen helenlewis@literallypr.comwww.literallypr.com