Affiliate Disclosure: This post contains Amazon Associates links, which means if you click on them and make a purchase, I will receive a couple of pennies (at no extra charge to you).

I hope this is the first of several guest posts by Chelsea Tornetto, a former teacher turned author, because there are so many ways she can help children’s book authors with her expertise. Chelsea’s first book, Conquering Content Vocabulary, published by Scholastic, is educational. Picture books are her passion now, though. She’s the author of Gardens Are For Growing and God Made You Too.  When Chelsea isn’t working on her own stories, she helps others write for children as a freelance editor and author coach for At Home Author. Find Chelsea on X/Twitter and her website.

Beyond the classroom: 8 unique venues for children’s book author visits

By Chelsea Tornetto

Children’s book authors often dream of being invited to a local school to read their book to a classroom full of wide-eyed elementary students.

Those enthusiastic young readers are the exact reason why children’s book authors like me decided to write for kids in the first place,

But as many of us quickly discover, school visits can be difficult to book.

Schools are closing doors on author visits

With shrinking budgets, growing pressure to squeeze in more curriculum, heightened safety rules and regulations, and increasing demands on teachers’ valuable planning time, many schools simply choose not to go to the trouble.

It’s a bummer!

After all, school visits can be a major source of income and publicity for children’s book authors.

But, luckily, they’re not the only way to get lots of little eyes on your book!

In fact, sometimes looking beyond schools and classrooms can lead to even more interesting – and potentially profitable – opportunities.  

8 unexpected venues for children’s book author visits

What are the best non-school options for children’s book author visits? Here are eight alternative venues you’ll want to explore locally and when you travel.

1. Libraries

I’m hoping this one doesn’t come as a surprise; we should all be reaching out to local libraries to carry our books.

But, while you’re at it, ask if they offer any children’s programming that can include guests. They may have a budget to bring in outside speakers.

If they don’t? They might still be willing to let you host an event and sell books to attendees.

This is particularly true in the summer, when most libraries offer more kids’ programming to help parents looking for something to keep the little ones busy.

2. Children’s museums

Children’s museums are designed to get kids interested in learning while still having fun, so children’s books are a great fit.

Pitch yourself and your book as a way for them to attract new guests, or show how your book could support one of their existing exhibits.

In addition, many children’s museums have gift shops that might stock your book, even after your event is over.

3. Conservation and nature centers

I live in Missouri, which has a robust conservation department that offers lots of programming for kids and families.

If your book has a connection to nature or the outdoors, contact your local conservation department or nature center and pitch yourself as a potential presenter or guest speaker. (Especially for those rainy days when their usual outdoor activities get canceled.)

4. Community centers and recreation departments

Many municipal governments provide camps, classes, or other special events for local families.

Study the programming guide from previous years to get an idea of what’s offered, then pitch yourself as a possible addition.

Could you teach a workshop on writing for kids? Set up as an author at a career day event? Lead an art activity at a “mommy and me” play day?

5. Festivals and fairs

Be careful with this one.

Not all festivals and fairs are created equal, and some just aren’t a good fit for children’s books. (Oktoberfest, for example, may have huge crowds, but kids aren’t always allowed, and parents have other things on their mind ….)

But, if there’s a popular farmer’s market, touch-a-truck event, or street art festival happening in your area, reach out and offer to present.

6. Daycare centers

If your book is for younger children, daycare centers are good places to contact about author visits.

While they face many of the same funding challenges as schools, there’s usually less pressure to squeeze in curriculum, so they have more time for fun events.

It’s an especially good fit if your book explores a common early education topic such as the seasons, counting, or colors.

7. Alternative retail locations, including gift shops, toy stores, grocery stores, etc.

While bookstores get all the love from authors, I’ve actually had more success selling my books at non-book stores. There’s less competition.

Approach local shops your target audience frequents and ask about hosting a book event or even just stocking your books.

Authors in Grocery Stores will even help you arrange book signings in local chains in certain states.

8. Scout Troops, 4H clubs, Rotary clubs, etc.

When I was in 4H, our leaders had a guest speaker at every meeting to talk about something we were interested in.

Scout troops often do something similar.

Put yourself in the shoes of those group leaders and create a presentation that will help them out – and get you in.

Tips for approaching non-school venues for children’s book author visits

Be thoughtful about how you’ll approach venues that are the best fit for your book and its audience.

Remember that when contacting any of these places about hosting an author event, it’s up to you to add value.

Offering to sit and read your book out loud isn’t going to cut it.

Pitch them on a presentation with a clear theme and focus. Customize your pitch to support what they and their patrons want and need. When you do that, they’re much more likely to say, “Yes!”

Be open-minded and creative

School visits may be the most popular way for children’s book authors to reach young readers. But they’re certainly not the only way!

Anywhere parents, grandparents, and kids gather has potential for author presentations.

Look beyond schools and explore more venues for children’s book author visits. You never know where you might end up … and you might be quite pleased with the destination.

Do you have a question for Chelsea Tonetto about booking author visits? Please ask it in a comment.

When I met author branding pro Jessica Sorentino through a mutual friend, I knew immediately that she had lots of wisdom to share with you! Jessica helps authors – aspiring, debut, and repeat – elevate their name and build notoriety with readers through content and community. Between working at a Big Five publishing house and launching her personal branding and social consultancy, Jessica has made a name for herself over the past decade by educating hundreds of authors on how to make a name for themselves, too. She is the host of the soon-to-launch “Open Book” podcast, and founder of Turning Pages, a personal branding partnership program for authors. Be sure to subscribe to Jessica’s author newsletter (I did!) and follow her on Instagram.

Why authors need a personal brand: Advice on how to make it happen

By Jessica Sorentino

In today’s competitive and information-saturated world, authors must go beyond simply telling the stories in their books – they need to tell their own story, too.

This, my friends, is personal branding.

Every author should consider crafting a personal brand that resonates with their target readers and sets them apart in a crowded marketplace. Effective author branding not only increases visibility, but also fosters reader loyalty and trust.

Why authors need a personal brand

Here are more reasons why authors need a personal brand.

Differentiation

With millions of books published each year, standing out is a formidable challenge. Your author brand is your unique selling proposition, allowing readers to differentiate your work from the rest. A strong brand communicates what makes your writing distinctive and why it’s worth ending up on readers’ bookshelf.

Connection

Authors who build strong brands forge deeper connections with their readers. Readers don’t just want a book; they want an experience, and that includes a relationship with you, the author. Your brand is the bridge that connects you with your audience emotionally, making readers feel more invested in your work.

Credibility

A well-crafted brand builds credibility and trust. It shows that you’re not just a one-hit wonder, but a professional committed to your craft. Consistency in your branding and messaging reinforces this trust over time.

Marketing and promotion

Your brand serves as the foundation for your marketing efforts. It provides a clear direction for your promotional activities, making it easier to identify where and how to reach your target audience. It’s the magnet that attracts readers, agents, collaborators, and publishers alike.

10 steps to a personal brand

Sounds great, right? But how do you actually build an author brand? Let’s dive into tips to get started branding yourself today:

1. Know your audience.

Your brand is an equal combination of who you are in relation to your goals, and what your dream readers care about – shared in the places you can intentionally connect with one another.

Understanding your dream readers requires thorough market research and a clear understanding of who they are.

2. Define your unique selling proposition (USP).

What makes your writing unique? Your USP is the core of your brand.

It could be your writing style, your expertise in a particular genre or subject, or your personal story. This uniqueness is what will set you apart from the competition, and starts to build that emotional connection to your community.

3. Develop a consistent branding statement.

Develop a clear, concise branding statement that encapsulates your brand’s core values and what readers can expect from your work. This statement can serve as a guideline for your marketing and promotional efforts.

4. Craft a compelling author bio.

Your author bio should succinctly convey who you are and what you stand for. Highlight your accomplishments, experiences, and the essence of your writing. Make it relatable and engaging.

A general template to follow includes: who you are, what you write, and who you write for.

5. Be consistent across platforms.

Ensure consistency in your brand visuals, voice, and messaging across all platforms. This includes your author website, social media profiles, book covers, and promotional materials.

Consistency reinforces your brand identity and builds recognition and trust.

6. Engage with your audience.

Building a brand involves active engagement with your readers.

Respond to comments on your blog or social media, participate in discussions related to your genre, and create opportunities for meaningful interaction. Personal connections enhance brand loyalty.

7. Leverage content marketing.

Produce content that aligns with your brand values and appeals to your target audience.

This can include blog posts, videos, podcasts, or guest appearances on relevant platforms.

Quality content helps establish authority and reinforces your brand.

8. Be authentic.

Be genuine and authentic in your interactions and communications. Readers can spot insincerity from a mile away.

Authenticity is a cornerstone of trust-building, so find interesting and creative ways to connect while staying true to your brand.

9. Create a visual identity.

Your visual elements, such as a logo, book covers, and website design, should align with your brand’s personality. These elements are the first things readers encounter, so they should accurately convey your brand’s essence and be aesthetically consistent.

10. Be open to reinvention.

Don’t be afraid to evolve and adapt your brand as your writing and goals change. Rebranding can breathe new life into your author career and attract a fresh audience.

In an age where content is abundant and attention spans are limited, authors must go beyond the bookshelf.

With dedication and a well-crafted brand, you can not only thrive, you can also leave a lasting legacy in the world of literature.

Do you think authors should brand themselves? Why or why not? Please tell us in a comment.

I met Lara Ferrari, the founder of Lemon Friday, when we spoke at the same virtual summit recently. I’m always impressed by other speakers at these events, but Lara stood out. So, of course I asked if she’d like to write a guest post for us here!

Lara provides marketing support for authors who’d rather be writing. As an Instagram specialist, she has personally helped more than 100 authors grow engaged communities of readers online. Lara’s tips, tools, and templates are designed to simplify and streamline your book marketing so you can build book buzz online without sacrificing precious writing time. As gifts are her love language, she would like to give you a free copy of her 10-step Glow Up Your Instagram guide for authors! (I downloaded it as soon as I learned about it and I’m already working with it. Grab your copy!) 

The great Instagram glow up: Are you shining your absolute brightest?

By Lara Ferrari

Glow up /ɡloʊ ʌp/

(Also known as glow-up or glo up or glo-up)

Significant and positive changes made over time, resulting in an eventual version that’s better in every way.

Example sentence: “After finding her purpose, embracing her individuality, and getting seriously strategic about connecting with the right readers, her author Instagram account experienced a remarkable glow up, attracting a wave of new and engaged followers.”

Synonyms: transformation, evolution, elevation, blossoming, maturation

More than a makeover

Don’t confuse a glow up with a makeover.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.

An Instagram glow up is a gentler, more gradual, more genuine approach to improving your social media presence. Because it’s based on embracing and showcasing your unique brand of magic, the result is a transformation that’s not only long-lasting, but has a deep and meaningful impact on you and your readers.

After your glow up, not only will you attract more readers, but more of the right readers will immediately recognize you as their perfect match.

If this resonates with you and your author account, let’s dive into the 10 steps to achieve your Instagram glow up.

Unlike a makeover, a glow-up is not about miraculously changing your Instagram account into something (or someone) else. It’s not forced, it is not immediate, and it’s definitely not surface level.Click to tweet

How to tell if your account is overdue for a glow up

First, let’s play a quick and easy game.

I’m going to give you a list of 10 statements and if any of them are true about your author account, you’re going to give yourself a point. At the end, we’ll add up your points and find out whether your author Instagram account could benefit from a glow up.

1. Your profile picture is not a clear and close-up shot of your lovely face.
2. Your username is hard to read or not obviously connected to writing.
3. Your “name field” is not being used or does not include words your ideal reader is searching for.
4. Your bio doesn’t make it clear what readers can expect from your account or give them an incentive to stick around.
5. You’re not entirely sure who you’re trying to attract… or what your main goal is.
6. You’re hiding your real self.
7. Your “aesthetic” feels messy, haphazard, non-existent, or just doesn’t match the style of your book.
8. You’re posting captions with zero strategy or end goal.
9. You aren’t using the Instagram “highlights” feature effectively.
10. Your own feed (the home page) doesn’t inspire you.

Now for your results…

If you scored 0 points:

Congratulations! Your Instagram is perfection – don’t you dare change a thing.

If you scored 1–2 points:

Very impressive. You’re basically an Instagram expert.

If you scored 3–10 points:

Welcome to the club! You are perfectly primed for an Instagram Glow Up. Read on.

How to get your Instagram account glowing

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!

This means standing out for all the right reasons and it’s where those 10 steps I mentioned come in.

No more hiding!

First of all, no more hiding behind profile pictures of books, or usernames and bios that don’t proudly proclaim your purpose as a writer or your true value to your readers. Standing out for the right reasons means creating a space your ideal readers want to hang out in.

In other words…

• Personalize your profile picture with a clear headshot because this creates a sense of familiarity and trust.
• Pick a memorable username that makes it clear you are a writer.
• Craft a bio that appeals directly to your ideal readers and lets them know what they can expect.
• Choose a visual style that fits with the overall “vibe” you want for your account.
• Create “highlights” that showcase your top Stories, neatly organized into collections so it’s easy for your readers to quickly find key info about you and your books.

These five steps are an excellent start to feeling glowy!

via GIPHY

Create deeper connections

But we’re not going to stop there. Remember: a glow up goes beyond appearances and creates a deeper connection.

In other words…

• Get super clear on “who your audience is” and “what your purpose is” so that every post, Story or Reel speaks to the right readers and gets you closer to your goals.
• Embrace your individuality and stop hiding those awkward, secret, quirky parts of you, because what makes you different is also what makes you special.
• Choose clear (and strategic) content themes to save you time, help you create engaging posts, and make sure you’re always getting closer to those goals.
• Re-introduce yourself and remind your followers exactly why they follow you by highlighting the value they get from reading and engaging with your posts.

Think of your Instagram glow up as steadily turning up the dimmer switch, getting brighter and brighter until eventually you shine a light so bright and distinctive that your ideal readers will be dazzled as they’re drawn to you!Click to tweet

Find sources of inspiration

And finally, you attract more readers, create better content, and generally get more out of showing up on Instagram when you feel inspired, uplifted, and energized.

In other words…

• Cultivate a constant stream of creativity, passion, and expertise by “training” the Instagram algorithm to only show you content you really want to see by engaging with accounts you love – and unfollowing any you don’t!

Get your (free) step-by-step “glow up” guide

If you’re a visual learner or you just want a more detailed breakdown of these 10 steps to an Instagram glow up, you’re going to love my free “Glow Up Your Instagram” guide. This downloadable booklet has helpful examples, practical templates and step-by-step checklists to help you shine brighter and attract more of the right readers.

Let’s get glowing!

Where will you start your glow up? What do you think needs the most improvement? Tell us in a comment!

I’ve known Richard McCartney, our guest blogger, for several years. He’s the founder of KBookPromotions, a site named by PAID AUTHOR as one of the Best Book Promotions Sites in 2022 and 2023. Richard is also the author of a book series on self-publishing. Each of his books reached #1 on Amazon’s bestseller lists, garnered hundreds of reviews, and won awards such as the Book Excellence Awards for Marketing. Richard is often invited to speak as an expert on publishing, self-publishing, and book marketing.

Huge changes in Amazon KDP: What authors need to know in 2023

By Richard McCartney

Just when you thought it was safe to dip your toes back into KDP (Kindle Direct Publishing), Amazon has changed the rules again.

At the end of May, Amazon KDP announced a raft of immediate new changes, the most important of which concerned book categories. It also increased print on demand services pricing effective June 20.

These changes have much wider repercussions. For example, many books in the Amazon store related to self-publishing and dated before June 2023 will become largely out of date, because most reference book category selection or expected ROI from book sales.

Many authors were alarmed when they heard they could only select three categories. How would this impact their sales and visibility?  To better understand this, let’s look at how book category selection use to work, and how it works now.

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Previously, on Amazon…

Previously, Amazon had a pretty flawed system where authors were asked to select two categories when uploading their book into KDP.

Unknown to many, the categories displayed to them were notably limited and different from the larger selection of categories readers could actually browse through on the Amazon website.

Also, unknown to many authors, up to 10 categories could be added to a book, but for this to happen authors had to email KDP Support.

As you can imagine, this was a rather unfair and troublesome system because many authors didn’t know they could add more than the two categories provided in KDP.

This put them at a disadvantage.

Changes in Amazon KDP should eliminate category stuffing issue

Added to this, Amazon Support rarely checked the category selections sent to them, so some more savvy authors started abusing the system by employing what some call “category stuffing.”

This malpractice places a book in niche categories where only a few sales are needed to reach the bestseller lists (perhaps even reach the #1 spot), even if the book is irrelevant in those particular categories. For example, a steamy vampire novel could appear in the bestseller list for photography.

Why it took Amazon so long to resolve this flawed system remains a mystery. However, finally, all that is largely over.

And now …

Amazon has simplified the category selection process by listing all categories inside KDP. That means we can now select from a much broader range of categories than before. And, should we change our minds on the categories selected, we can update them whenever we like through our KDP Bookshelf.

One notable limitation is that Amazon now restricts books to three categories. On the whole, this is a good thing because it should prevent the malpractice of “category stuffing” I mentioned before. It should also fix a glitch many authors reported in November 2022 regarding incorrect categories showing for their books.

NOTE: The three-category limitation takes effect when you update your book. If no change is made, then you remain with the categories you had before the May 2023 changes.

Amazon has simplified the category selection process by listing all categories inside KDP. That means we can now select from a much broader range of categories than before.Click to tweet

Category selection tips

Being limited to just three categories makes your book category selection all the more important.

When publishing an e-book in KDP, most authors will select the first two categories that come to mind when browsing the list of categories now provided in KDP. In many cases, this is a mistake.

One of the objectives in selecting categories for your book is not so much to select the most logical ones, but rather the “best fit” ones. By this, I mean selecting the categories where you book is most likely to be found in the Amazon Store.

Amazon shoppers often discover books by entering keywords in the search box and by searching through the bestseller lists. Amazon has a “Top 100” list in hundreds of categories, and many readers will look at these lists.

Amazon shoppers often discover books by entering keywords in the search box and by searching through the bestseller lists.Click to tweet

So, one of your goals should be to try and select at least one category where your book appears in these lists with minimum sales effort needed. Popular tools like Publisher Rocket help with this, if you don’t mind paying for such products.

If you have a very limited budget, there are books in the Amazon Store showing you how to achieve this, too.

Amazon KDP print cost changes

As for the change in print prices, the largest impact will be for large trim size books, especially those with color printing.

Pricing will vary by format, page numbers, trim size, and even marketplace (CA, EU, UK etc.).

Thankfully, Amazon provides a KDP Printing Costs and Royalty Calculator tool. It’s the best way to determine your new print costs and projected return on investment.

The changes in Amazon KDP aren’t so bad, right?

When selecting book categories, authors now have a full range of category selection within KDP without having to contact Amazon Support. All of this is, I believe, generally good news for all of us published in KDP.

For book pricing, using the KDP Printing Costs and Royalty Calculator which will show you that only large trim size books will be seriously impacted. Calculating costs in advance will help you decide if you want to make changes, too.

What questions do you have about these changes? Please ask Richard in a comment.

Today’s guest blogger is Wendy Raebeck, a frequent commenter here who always adds to the conversation with insights and wit. When Wendy commented recently about how she’s mastering Amazon ads so she can sell more books, I asked her to write a guest post about what she’s doing. In addition to being the author of eight books, Wendy has written more than 100 newspaper articles as a freelance journalist. A former actress and yoga instructor, she says her most formative and spiritual experiences involved living without electricity and running water on Spanish and Greek islands. 

Mastering Amazon ads one tweak at a time: One author’s success story

By Wendy Raebeck

Creatively, I’m a bit rogue. (Mom’s reply to my childhood questions was always, “Use your imagination.”) I design my own covers, don’t “write for the market,” love paperbacks, rarely do giveaways or big discounts, am totally DIY except for the obligatory edits, and price my books higher than most indies.

On the other hand, I seem more determined to cover all the bases than most.

Including “Ta Ta for Now – the Movie,” which I’m about to release, I have eight books out, and am here to report that there really can be a point where the head-bashing begins paying off. If you hang in.

Oh, you’ll still have a line-up of challenges! But if you roll up your sleeves, Amazon ads might possibly lift your spirits.

Mastering Amazon ads requires knowing your readers

Familiarizing oneself with the Amazon ad algorithms is pure grit – feels financially dicey, too – but for the more motivated among us (ideally, with more than one book out), learning the ABCs can take you higher.

My present focus with mastering Amazon ads is on “targeting” and “relevance.” Though this terminology is Advertising 101, the practical application demands a mental shift. As Sandra recently pointed out, it feels counterintuitive not to target “everyone.” Indeed, I always found myself defaulting to, “But how can I be sure Andy, my mechanic, wouldn’t love this book? He’s into all kinds of things.”

Our intuition prompts us to cast a wide net, because you never know. But “relevance” and “targeting” mean fishing for likely readers, not possible (or unlikely) ones.

Sure, as in dating, we could probably get along with almost anybody if stranded on a remote island…but readers aren’t stranded. They have choices.

So Andy reads about cars and motorcycles, not the high jinks of wily women. And even if every two-legged on the planet might, theoretically, enjoy my book (if forced at gunpoint to read it on a long flight), trying to re-route other-genre readers in hopes they’ll switch over is…less than strategic.

As I wrote in “Surviving Self-Publishing or Why Ernest Hemingway Committed Suicide,” “If your email list is comprised of 4th-graders from the class you teach and cab-drivers from your summer trip to Egypt, you’re off point. Think quality over quantity.” “Targeting” also acknowledges that “our tribe” isn’t an already-existing group out there, but non-existent until we create it.

Target with trial and error

So how do we “target”? No simple answer, but mostly through trial and error. As we try out different keywords, categories, and titles of other books (similar to our own in some way) in our ads, we study where shoppers are biting and where they’re buying.

And we eventually hone in on which bait or hooks (targets) are enticing card-carrying buyers to place orders.

With my hippie book, for example, I started out with keywords like “hitchhiking,” “wild and crazy,” and “free spirit.” But I learned these aren’t terms readers search for on Amazon. I’m better off jumping on the coattails of someone typing in “John Lennon,” “60s culture,” or, believe it or not, Prince Harry’s memoir. My buyers read memoirs, they don’t hitchhike.

Get my drift? Mind games. (But…Dad’s reply to my childhood questions was always, “You can figure it out.”)

Amazon ads help sell more books

So…we all know (or are) agoraphobic authors unwilling or unready to hit the ads trenches. But, sadly, in today’s publishing landscape, it’s pay-to-play. Jury’s not only in, it left the courthouse a few years back.

However, those willing to accept this woeful reality, and who possess the gumption/time/energy, can conceivably experience improved sales through advertising. Not high numbers necessarily, and not right off the bat, but an uptick! Not to mention genuine free exposure from thousands of “impressions” flashing your ads across Amazon.

In today’s publishing landscape, it’s pay-to-play. Jury’s not only in, it left the courthouse a few years back. ~ Wendy RaebeckClick to tweet

I’ve been doing Amazon ads two years now, summoned in by the endearing Bryan Cohen and his free course (that I’ve taken four times). I also follow Matthew Holmes, another stand-up ads guru proffering excellent tips in a weekly blog. Amazon ads, in my opinion, are impossible to master solo, and I highly recommend Bryan and Matthew (and others, too) as entry portals. (Bryan’s free course starts again April 19. I’ll be there.)

Once you’re a vassal in Jeff Bezos’ fiefdom – and have decoded your ads charts and created some campaigns – your biggest challenge will be juggling the dreaded “spend” vs. your bona fide sales.

Mastering Amazon ads means paying attention

Here, attentiveness and diligence are musts.

But this vigilance has kept me profitable from the start. Hey, don’t get me wrong, I’m by no means killin’ it, plus, I’m super careful, but my author aim has always been to just continue scaling profit while adding fun new books. I’ve met this goal since my first release in 2012 – assisted lately by the ads.

What sold me on mastering Amazon ads was when I let them lapse in September 2022 because I was too busy elsewhere. Guess what. My sales dropped off completely – not just Amazon e-book sales, but all my e-book and paperback sales from all venues! (The chart below reflects just e-book sales and just Amazon – but I sell more paperbacks than e-books, and my whole train stopped when I ceased my ads!)

What sold me on mastering Amazon ads was when I let them lapse in September 2022 because I was too busy elsewhere. Guess what. My sales dropped off completely. ~ Wendy RaebeckClick to tweet

After that, tracking and tweaking ad performance became a top priority, despite the tedium. Point is, if one can develop a patience variant heretofore unimagined, some know-how will follow, and things might percolate.

It’s a pay-to-play publishing world

I’m writing this because I believe authors (especially multi-title ones) must grasp the pay-to-play paradigm self-publishing has morphed into. Despite the overwhelm, old hat to you anyway, I don’t see any other avenues through today’s crowded marketplace. (Except Facebook – where your servitude is to Zuck instead.)

C’est la guerre. Our best approach, I think, is to make marketing fun. And, though the advance team has long advised precisely that, it still takes ages to embrace it – “Oh-h-h, like actually enjoy myself? Hmm.”

Yep, jump in the pool.

And jump into my tribe; check out the escapist literature at WendyRaebeck.com and sign onto my email list there (get two free stories). If you’re an appropriate reader, that is. Oh, okay, Andy, if you insist.

Do you have questions for Wendy about her experiences with Amazon ads? Please ask them in a comment. 

Our guest blogger today is Randi Minetor, the author of more than 80 books, including seven in the Death in the National Parks series—nonfiction books about people who visit national (and some state) parks and do not survive the experience. She also writes about U.S. travel, hiking in New York State, birds, nature, historic cities, and a wide range of general interest topics. Be sure to read Randi’s other articles here, “I wish I hadn’t done that: Tales from the book promotion road” and “Amazon sales rank: What the heck does it mean?“

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

Can a Facebook ad really sell books? One nonfiction author says “Yes!”

By Randi Minetor

Minutes after I created my Books by Randi and Nic Minetor business page on Facebook, I started receiving messages encouraging me to “boost” a post by making it a paid advertisement.

I dismissed the idea at first. The common wisdom I’ve heard since the 2002 release of my first book is that paid advertising doesn’t sell books.

The world of social media, however, gives us a whole new perspective on advertising, turning it from a broad-spectrum, mass-market enterprise into a highly targeted messaging system.

With that in mind, I decided to give a Facebook ad a whirl to promote my latest nonfiction book, Death in the Everglades: Accidents, Foolhardiness and Mayhem in South Florida, to see if I could raise its visibility during the holiday season.

Creating a Facebook ad, step by step

First, I used the book’s promotional copy to create a post on my page,  For the image, I used MockupShots, the wonderful tool Sandra Beckwith recommends that drops a book cover into any of the thousands of templates available on its site.

The click-through “call to action” went to the book’s page on Amazon.

Once I clicked “Boost Post,” it took me to the Create Ads page. I added a “Shop Now” button and moved on to the most critical part of the process: selecting the audience.

Here’s where Facebook advertising offers advantages I have not found in other online ad programs. Facebook suggests what it calls an “advantage audience” that it selects, but this is likely too broad for most books.

Instead of using this default, I selected that advantage I mentioned, “People you choose through targeting.” That allowed me to create my perfect niche: people ages 18 to 65+, living in Florida, who have expressed an interest in the Everglades, South Florida, camping, hiking, outdoors, hunting, or national parks.

Next, I chose my daily budget. I started conservatively at $12 per day for 10 days.

Facebook told me that about 1,800 people per day would see the ad. Advertisers only pay for the actual clicks on the ad, however, so I thought it very likely that this would not cost me much.

Results and tweaks

So you can imagine my surprise when I launched the ad in early December and the numbers started to come in.

In the first seven days, nearly 30,000 people saw my ad, and 408 clicked on the link. I watched my Amazon ranking numbers rise out of the basement, and the book became #1 in the Miami Florida Travel Books and Florida Keys Travel Books categories.

With 12 days to go before Christmas, I decided to run the ad again, right up through December 23. This time, I looked at the graph provided in the Ad Center and found that nearly all of the audience who interacted with the ad were older than 40—so I adjusted my audience target accordingly.

Fewer people—19,300—saw the ad, but the closer targeting generated twice as many clicks (see below).

When I looked at my actual sales on Bookscan a week later, more than 400 copies of Death in the Everglades had sold in just three weeks. (By contrast, other books in the series usually sell about 30 copies per week during the holiday season.)

Equally important, the momentum continued into January. People shared the ad on Facebook nearly 100 times, so it has continued to enjoy robust sales—especially rewarding for a niche book about true crime and accidents in South Florida.

And all it cost was about $270.

Pro tips for a Facebook ad that will sell books

I learned a lot through this process. Here are my five top tips for creating Facebook ads that sell.

1. Put your book cover in a great environment.

Displaying your book cover on a plain white background won’t make the book look exciting and special.

Thanks to MockupShots, we don’t have to spend a small fortune or a long afternoon photographing our books in movie-set conditions. It took me ten minutes to browse and pick an engaging template.

2. Punch up your sales text.

This came easily to me because I used to run an advertising agency, and I spent much of my career writing marketing copy.

I took the book’s back cover copy (which I had written) and boiled it down to a few clipped, declarative sentences with a throat-grabbing opening. You’ve got maybe three seconds to catch the eye of a reader scrolling through Facebook, so make that first sentence count.

3. Location, location, location.

Define your audience first by geography if you can—where the book takes place, or where your most avid readers may be clustered.

Ads that target the entire U.S. will not be effective at $12 per day—you’ll need to spend a lot more money to reach enough people to make a difference. Try to narrow that geography.

4. Target your readers.

Facebook is all about uniting people with similar interests, so use that to your advantage.

You can type in any topic to find your people: book genres (romance, fantasy, travel, true crime, etc.), hobbies, interests, professions, travel preferences, political views, religions, or other categories relevant to your subject.

Knowing your ideal audience’s age range can help as well—that turned out to be my biggest success secret. The more you can pinpoint your niche, the more effective your ad will be in reaching your target.

5. Set a realistic budget.

You can decide to spend as little as $1 per day, but don’t expect results from such a small expenditure. I found $12–$15 per day for 10 days to be very effective for a book with a fairly narrow audience.

If you’re promoting a book with a much broader reach, it may take more money to find them. Keep in mind that if the ad doesn’t seem to be helping you sell books, you can halt it with a single click and not spend another penny.

My nearly effortless ad campaign has given Death in the Everglades the visibility I need to peddle it to podcasts and blogs throughout the state.

The bottom line: If you know your audience well, you can reach a very specific group fairly economically using Facebook ads and see your sales rise.

Have you used Facebook ads for your book? What did you learn from the experience? 

Last month, Amy Rogers Nazarov instructed us on how to engage followers on social media in her inspiring article, “Let’s get engaged: How to use social media effectively.” That was such a hit that I invited her back! This time, Amy’s addressing an issue some of you might have in common with me: How to get comfortable being on camera in social media videos. 

Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Amy’s byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her articles here helpful.

Video camera shy? Try these expert tips from a top social media pro

By Amy Rogers Nazarov

One day last week I coached three clients on posing and speaking for my smartphone camera so I could build up a little bank of content to draw upon for various social media purposes.

Two are in the home renovation world, the other in performing arts. Each is a confident, accomplished, expressive person thriving in their respective industry.

Yet when I told them we’d be generating video for their social media feeds, dismay flashed across their faces. (The good news is that as I coached them, they all relaxed into the process. We had some fun with it, and I got what I needed. Here’s one of the results.)

Feeling vulnerable?

I tell you this to remind you that if you feel vulnerable trying to make a TikTok video about your release date, or to participate in an Instagram Live with your agent, you have lots of company!

Number one, most people feel anxious at first when showing their voices and faces on social media.

Number two, with practice, you won’t always feel that way.

And number three, nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you.

Nothing is better for building your credibility and trustworthiness with your followers than letting them see and hear you. ~ Amy Rogers NazarovClick to tweet

3 steps to camera confidence

Ready to feel less video camera shy? Feeling confident on camera will actually make the time you spend on social more fulfilling.

Here’s a step-by-step plan to help you grow your confidence and get comfortable showing up on social media.

1. Start small.

Think of a topic you know inside and out: why you decided to self-publish, the benefits of publishing on demand, why you love to write at your kitchen table, the best YA book you ever read.

2. Rehearse.

Jot down a few lines about this topic, no more than three to start. Read them aloud in a conversational tone, as many times as necessary to sound fluid and conversational. Try speaking into the mirror or to a friend.

3. Speak on camera.

Use your phone’s reverse feature to train the lens on yourself and capture a video of you speaking the lines. Play it back, checking for good eye contact with the camera and that there are no visual distractions in the background. Re-record as needed.

Pro tip: Make eye contact with the camera lens, not with your own reflection. That way it will appear that you are speaking directly to your listener.

Getting on camera, without getting on camera

To get my clients comfortable with this, I suggest they try a couple of approaches that help them slowly move into that full-on, talking head visual that so many are so good at, but others find intimidating. Here’s what I recommend to them and you.

Start with stills.

Just as you walk before you run, try sharing a selfie before a video clip of you speaking.

Partially obscure your face.

It might feel less intimidating to peek out from behind a prop – an N95 mask, a hat, a plant, a laptop lid – in your first selfie or first video.

Blur it.

Tilt Shift, Portrait mode and other settings allow us to make part of our image blurry, while rendering another part more crisply.

Voiceover.

Many social media platforms have a voiceover feature that let you narrate a process – reviewing galleys, say, or writing an outline for an article, making your morning coffee, taking your afternoon stroll to clear out writers’ block.

Props for props!

Speaking of props, they tick a lot of boxes. Just a few:

They add instant flavor and personality to your social media content. How about:

• A hat or other article of clothing
• A mascot, like a pet or a goldfish
• Something that reflects your brand colors
• The cover of your last book

They can convey a message without your having to say it aloud. How about:

• A political poster, current or vintage, that hints at or makes obvious your affiliation
• A religious symbol
• A view out your window to the city or rural setting where you live or work

They can be used as a signature piece in all your content for continuity. Consider:

• A slogan
• A sign
• A memento
• A location
• A piece of wall art

Breathe!

Whatever method you use as you begin to show your face little by little on your feeds, a key thing to remember is one of the simplest, and that is this: Take a deep breath. You’ve got this – or, perhaps more accurately, you will get this.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media.

Giving your followers a window into who you are and what makes you tick as a writer can be one of the most fun parts of social media. ~ Amy Rogers NazarovClick to tweet

Remember: your followers are already interested in you and what you have to say. As you let them see and hear you, the quality of your interactions with them will only grow richer.

Are you using video in your book marketing? Tell us about it in a comment! And if you aren’t, what’s holding you back? Maybe we can help.

I was so impressed with Amy Rogers Nazarov when we were on a DIY book marketing conference panel together last month that I asked her to write a “how to master social media” guest post for us. Amy is a former journalist who teaches people how to use social media more effectively, with less scrolling and more serendipity. Before she launched Spark: Social Media Strategy in 2014, she was both a freelance and  staff writer. Her byline has appeared in Cooking Light, Slate, The Washington Post, and American Songwriter among many others. Be sure to check out her affordable course, Seven Easy Social Media Hacks for Entrepreneurs & Creatives, especially if you find her article helpful.

Let’s get engaged: How to use social media effectively

By Amy Rogers Nazarov

Today’s authors and writers have available to them a free and fantastic tool their counterparts a generation ago could only have dreamed of.

It is a bottomless resource of inspiration, prospective readers, generous colleagues, tips on editing and selling, leads on relevant podcasts, and a great deal more.

This free tool is social media.

And whether or not you are just beginning to explore it or have been making TikToks since the platform launched, I promise you that by intentionally engaging with followers on any social media platform, you will derive a host of benefits, from unexpected support from strangers to an idea for your next book.

What is “engagement?”

Let’s talk about that word “engagement” for a second. This is the key to all of the potential goodness waiting to be unlocked. What exactly does engagement mean where social media is concerned?

I’d sum it up this way: When we engage with others on social media, we are being a bunch of different things, such as:

• Responsive
• Conversational
• Reflective
• Curious

We are also doing several things, such as:

• Teaching
• Guiding
• Questioning
• Connecting

The dreaded boring dinner party guest

Yet in the absence of these behaviors and traits, we show up on social media as a virtual version of the tedious guest you hate to be seated next to at a dinner party: the one who goes on and on about their projects, their successes, their goals, their relationships, etc. and never once asks you about yours.

via GIPHY

It’s the kind of individual that has you dreaming up excuses to leave the gathering early. (“Sorry, Sheila, but I just got a call that my parakeet somehow escaped her cage, Gotta dash…”)

Ugh.

Online or off, don’t be the person that drives away dinner guests – or followers!

Trust me when I say your Instagram gallery or your Facebook page or your Twitter account will be much more fun to read, follow, and maintain when you are doing and being the things I just listed.

Like, comment, share, save

In practice, then, what does engagement look like?

It looks like answering a poll question on Twitter when an editor you follow posts it. It looks like weighing in on the pros and cons of newspaper paywalls, or on mergers in the New York publishing world.

Perhaps it will simply be saving an Instagram post that resonated with you to read more carefully later (note: Instagram lets you organize saved posts by topic, which makes them much easier to locate later.)

Engagement looks like following authors in your genre, or in the genre you aspire to. It might be posting thoughtful questions when an agent hosts an Instagram Live. It might be taking a stab at answering a question someone else posed.

Quality engagement = quality conversations

Through this type of engagement with others, you might be pleasantly surprised at the quality and depth of conversations with strangers as passionate about a topic as you are – and conversely disappointed by the lack of engagement with people you’ve known forever (one of my key arguments for only following, on any social platform, people and organizations who are squarely in your niche, not your Uncle Vernon. Save following him for your personal accounts!)

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor.

Best of all, engagement begets engagement. The more you thoughtfully engage, the more others will return the favor. ~ Amy Rogers NazarovClick to tweet

Generating content vs. engaging

My rule of thumb for the amount of content you create versus the amount of content you engage with: 1 to 5.

For every carousel ad you generate on Facebook, for every Reel you make on Insta, leave a comment, question, query or opinion on five other accounts. Not just strings of emojis, either, cute as rows of hearts and puppy faces may be. Type in actual words and sentences! As writers, this part should come pretty easily to us.

By the way, when followers engage with content originating from you, and you comment on their comments or answer their questions, that, too, counts as engagement!

Keep the conversation flowing in a couple different ways:

• Don’t “post and ghost.” Check back within a couple of hours on your latest posts to see if it has elicited responses from followers.
• Each time you add a comment, toss in a related question. “I see you’re a fan of Stephen King. What newer horror authors do you enjoy?”
• Loop in someone else. If you’re a food writer chatting with a journalist who covers the local food scene, tag a chef you know and invite them to join the conversation. You never know what kind of synergy this kind of additive approach to an online conversation will have.

Set a timer for 10 minutes

One of the best things about spending time on social media intentionally engaging with others is it will make your time there feel less burdensome and more serendipitous.

Try engaging for 10 minutes a day, maybe 15; set a timer if you have to in order to guard against slipping into a passive scroll.

I get that many people don’t like social media.*

While it’s certainly not without its problems, social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects.

Social media still enables all kinds of random and rich connections with the sort of readers, writers, and thinkers who will be intrigued by you, your work, your process, and your projects. ~ Amy Rogers NazarovClick to tweet

Go engage with a few of them today, and for the next month or so, and see what kinds of inspiration and connection you can discover. That might even convince you that it’s worth it to master social media.

What works best for you on social media? Please tell us in a comment.

(*Editor’s note: If, in spite of this excellent advice, you still have no interest in social media, take a look at my short training program, Book Marketing Without Social Media, on the Writing Blueprints site. They’re offering Build Book Buzz authors a $10 discount.)

While Amazon doesn’t let you pay for reader reviews, you are allowed to pay for and share a professional book review. To help you avoid getting ripped off, I asked my friends at BlueInk Review for advice on how to identify a legit review service. BlueInk Review offers objective reviews of independently and traditionally published books. Its reviewers are writers largely drawn from major mainstream publications such as The Wall Street Journal and The Washington Post, and notable blogs, as well as editors from respected publishing houses. Select reviews appear in Booklist magazine, a highly respected review publication that reaches 60,000 librarians. Our guest blogger is Patti Thorn, a managing partner at BlueInk. 

Paying for a professional book review? Here’s how to avoid getting ripped off

By Patti Thorn

You’ve written your book and now – deep breath! – it’s time to get it reviewed. This can seem a daunting process: Who do you trust with a book you’ve been working on for months and even years?

Fortunately, there are many legitimate review sources who can provide carefully considered, professional reviews, including review companies that charge a fee and guarantee a review for most types of books. This makes it as easy as sliding your book in a mailing envelope or uploading your PDF.

But, as in every field, there are also scammers willing to take your money and provide a substandard product that will do you little good in convincing readers to buy your book, let alone persuading bookstore owners and librarians to stock it.

Legitimate review source…or not?

7 questions to ask

So, how can you tell the difference between legitimate paid review sources and fakes?

Ask yourself these seven questions.

1. Is the review source respected and well-known in the publishing world?

Sure, you can get a review from Joe Blogger who has a following of five people, but if readers don’t know the name, they aren’t likely to put much trust the review. Spending your money with a company or blogger that has name recognition and a proven track record is a better investment.

2. Does the professional book review company tell you who their reviewers are and what qualifications they have?

Some companies recruit the neighbor next door, the friend at a book club, the sometime-blogger who wants a little extra cash.

But reviewing is a difficult job that requires real expertise.

The neighbor may love to read, but does she have enough background in a specific genre to know when the author has met the requirements of the genre or cleverly broken the mold? Can she articulate what is right and what is wrong with a book in a way that readers and the author will clearly understand? Can she be objective with a book that she might not normally read, seeing its value for others?

This is not a hobby. It’s a profession.

Be sure that the reviewers can live up to these standards. Look for reviewers that have written for mainstream publications or reputable websites, edited for publishing houses, published books of their own, or have expertise in a specific subject matter.

3. Is the company offering customer reviews that they promise to post on Amazon?

Everyone is looking to get reviews on Amazon. But buying customer reviews is against the site’s policy and a sure way to ruin your reputation and get you and your books kicked off that important retail site.

4. Are the reviews accepted by Amazon and Barnes & Noble in their editorial review slots (vs. the consumer review section)?

Professional reviews are eligible for placement in the editorial review sections on Amazon and Barnes & Noble’s site. This indicates a higher level of trustworthiness than reviews that run in the customer section.

5. How much does the company charge for a professional book review?

Of course, it’s great to get a review for $50, but that’s barely enough to keep a company running, let alone pay reviewers a fair sum. While no one is going to get rich writing reviews, legit companies pay reviewers and themselves, which will be reflected in the cost of the review.

6. Who are the people behind the company?

Do they have experience in the publishing world? Running a professional review service requires background knowledge of the industry and experience in matching books to the right reviewers.

You also want a service that can edit reviews for fairness and balance.

7. What is the quality of the reviews the company has provided in the past?

Are they well-written: articulate, concise, well-organized, and clear? Do they offer coherent, easy-to-follow summaries of the book? Do they support their criticisms with examples from the book?

Check the website for previously written reviews.

Beware of reviews where the critic makes broad statements that seem highly personal, rather than well-considered. For example: “I didn’t like the characters,” is a far different from “The characters seem stereotypical and flat, displaying either all-positive characteristics or all negative.”

“Beware of reviews where the critic makes broad statements that seem highly personal, rather than well-considered.”

Additionally, if all the reviews are positive, this isn’t a review company, it’s a flattery factory.

Legit companies offer as many reviews that are mixed and negative as they do positive ones. That’s because it’s hard to write a great book – and most books falter in one area or another.

What’s on their website?

Click around the professional book review company’s website with these questions in mind:

• Are reviewers and their qualifications listed?
• Can you see other reviews?
• Is the price clearly designated?
• Does the site display detailed testimonials?
• Does the site explain where the reviews will be seen?

Remember, when it comes to your book, not only are you looking for a review that will help you market your book, you are also looking for constructive feedback that you can trust.

While everyone dreams of a rave review, one that offers honest constructive criticism can be a godsend in the long run.

For that, you need the real thing.

Have you paid for a professional book review? Tell us about the experience in a comment. 

When “good enough” is not good enough

By Julie Isaac

I recently took an author up on his free print book offer.

I also bought the “upsell” or “order bump” – the special offer presented to me after I completed the form. It was a $20 printed journal (I love journals) based on the book.

While I liked what the book had to say, the journal was another story. It consisted of seven sheets of standard 8½ by 11-inch paper encased in a cover. And of the 14 pages of content, eight were exactly the same.

Price and value

I’ve certainly purchased products before that I didn’t think were worth what I paid for them.

I remember a $47 purchase that I thought was overpriced but would have seemed perfect (to me) at $27. But even though it felt like I’d paid too much, it was still valuable information and I didn’t regret buying it.

This purchase felt different, though.

When good is good enough

I’m a big believer in the idea that quality matters.

That’s because a great book or product creates dedicated fans who want more from you. That leads to long-term success, whether that means they end up buying other books you’ve written or additional products and services related to what your books teach.

So, if perfectionism (or anything else) is keeping you stuck – if it’s stopping you from putting yourself, your books, and your products out into the world – then you’ve got a problem. In that case, if the book or product that isn’t as good as you’d like it to be, but is as good as you can make it at the time, publishing is an important step forward.

Good is good enough in that case.

How “good enough” works in your favor

Even though your book isn’t everything you’d envisioned, publishing it may be just what you need to help you break through a creative or emotional block.

You’ll also gain valuable insight from the feedback you get from readers, as well as from going through the full publication and sales process.

Your next book, product, or course will be better for having had that experience.

When you’re not helping anyone with “good enough”

The free book I received had tons of exercises in it, which the author could have easily used to flesh out the accompanying journal. Yet, for whatever reason, he chose not to.

A longer journal would still have been relatively simple to create. It would have been so much more valuable and supportive of the print book. And, it would have reinforced the book’s primary goal, the outcome it wanted to help me achieve.

For me, this is a powerful example of when being “good enough” is not good enough.

Yes, he got an extra $20 from me, which helped him cover the cost of printing and mailing the book as well as paying for advertising. But he also lost a lot, because I will never give that man another penny of my money. I won’t register for any online course; I won’t pay for coaching.

If he thinks it’s okay to give so little value for “only $20,” will he also think it’s okay to deliver little value for “only $200” or “only $2,000?” Think of all he has lost financially because of that substandard journal.

And we’re in the same niche. While I won’t publicly shame him, I also will never recommend him to my thousands of followers. If anyone ever asks me what I think of him, I’ll be honest.

Content that helps readers makes a lasting impression

To be clear, quality is not about volume. My problem with the journal isn’t about the number of pages.

I’ve known people who’ve sold information that fit on just a few pages, and no one felt cheated because the information was so helpful. In fact, many people teach courses on creating “tiny offers,” but they emphasize making these brief and low-cost products highly actionable and truly helpful.

When you can help your readers solve a problem or achieve a cherished goal, they’ll remember you.

When you can help your readers solve a problem or achieve a cherished goal, they’ll remember you.Click to tweet

Learn to recognize the difference

While I encourage you not to let perfectionism stop you from publishing and putting your work out into the world, whether it’s a blog post, a book, or a course, it’s also important to – as best you can from where you are – strive to be helpful and deliver real value.

The idea that “good enough is good enough” is meant to free you from whatever’s keeping you stuck, not give you permission to cut corners and prioritize fast and easy over providing quality content.

The idea that “good enough is good enough” is meant to free you from whatever’s keeping you stuck, not give you permission to cut corners and prioritize fast and easy over providing quality content.Click to tweet

It’s up to you to find the sweet spot that allows you to publish valuable content that you feel good about in a consistent and timely manner.

How do you tell the difference between “good enough” and not yet “good enough?” Please tell us in a comment.