The world is changing faster than any of us can keep up, and publishing is certainly not immune. Yet, one constant remains. There are only two ways to sell lots of books–good book and word of mouth. Period. Book trailer, bookmarks, giveaways, and flare are fun, but are certainly not major drivers of book sales. If you want to know why, take a few minutes to check out one of my earlier posts that explains why books are not tubes of toothpaste and writers are not tacos.
One of the best ways to generate word of mouth for our books is to enlist the help of bloggers who have large followings. Ah, but be careful. There is a TON of bad advice floating around out there about how to approach bloggers to review a book, give you an interview or allow you to guest post.
I know when I was in Los Angeles earlier this year, a representative from a large PR firm spouted off (with great authority) her “helpful tips” to get writers
hunted down and tarred and feathered . Um, I meant, tips to make bloggers want to talk about you and your books.
Um…so does this mean you WON’T be reviewing my epic fantasy?
Normally, I ignore anything negative and, if this bad advice weren’t so pervasive, I’d ignore it, too. But, many social media people believe (quite mistakenly) that what works in the world of business works in publishing, and that just ain’t so.
So, let’s just take a look at some of the ways to make bloggers buy a voodoo doll of our likeness:
Bad Tip #1– Send Out Mass E-Mails
Yes, said PR “expert” in L.A. actually recommended that writers make a master list of all the big bloggers and send them an e-mail request for an interview, book review or guest spot.
No. For the love of all that is chocolate….NO.
One surefire way to make any blogger hate you is to send us a nice form letter that is clearly part of a mass e-mail list. I can’t tell you guys how special I feel when I see:
Wow! Whoa! Okay, I often argue that writing is really the oldest profession in the world, but Madam? Seriously? No wonder I suddenly feel the need for a feather boa and a chaise lounge. I just thought it was my normal weirdness.
Let’s just apply a smidge of common sense. The last time you went to your mail and some cable company sent you a form letter, did you get chills? Did you get ooey gooey feelings of super-specialness? No. Okay, so here’s a clue. No matter how “thoughtful” the form letter….it isn’t.
When this PR “expert” recommended mass e-mailing all the top bloggers…I just kinda wanted to punch her.
And don’t think bloggers will fall for….
Bad Tip #2–“Personalized” Form Letters
Yeah, I am not mentioning any names, but this advice really gives me an eye twitch. “You can send a form letter if you just make sure to personalize the first paragraph with tidbits about the other person.” I just love it when people fake interest in me, don’t you?
I love Dale Carnegie and I read How to Win Friends and Influence
Enemies People about once a year. But, here’s the thing. Dale was trying to teach people how to actually CARE about other people FIRST. His tactics were not meant to be some phoney-boloney schtick to get people to lower their guard so they could be more easily manipulated.
We are not idiots and we spot a form letter when we see one.
At least once a month, I get something akin to:
Dear Ms. Lamb,
Wow. I see that you like training sea monkeys for world domination. But have you ever thought, “Gee, New York just doesn’t publish anything good anymore”? Critics are hailing The Chiropractor’s Assistant–A Tale of Love, Betrayal, and Orthotics as the best thing since Snookie’s unauthorized biography. I know your blog is top-notch and that’s why I am offering you a rare chance to interview me before I’m too famous to be reachable…
Yeah…I’m right on that. Right after I organize my liquor cabinet.
I know it is tempting to take short-cuts. I’ve listened to the fancy Power Point presentations at writing conferences, too. But, what might work in Corporate America can make us a digital leper in the writing world.
Bad Tip #3–Faking Fandom
This should fall under the “No, Duh” category. Don’t tell a blogger that you are a fan of the blog unless, well…you are.
Okay, now that I have talked about all the BAD advice, how do you really get a blogger to review your book?
Good Tip #1–We Should Never Ask for What We Are Unwilling to Give
When a writer is asking a blogger to review a book, that is a HUGE time and energy commitment on the part of the blogger. It takes an average of 10-12 hours to read a book. Then the blogger needs to think, make notes and write a post. You could easily be asking for 20 hours the blogger might not even have.
Interviews are also tough. We need to read writing samples, research your background and even come up with witty and thought-provoking questions. I, personally, have to get my creepy panel van detailed and buy fresh candy. Interviews are A LOT of work.
So, before you e-mail a blogger asking for something, take a gut check. How much have you given?
Trust me when I tell you that we pay attention to people who take time to leave comments regularly. If a blogger gets a request from a REAL fan who has been leaving comments for months? Often it is a no-brainer. Bloggers are people and if you sow kindness and generosity, most bloggers will respond favorably.
Tip #2–Make Sure the Blogger Does Book Reviews or Interviews or Allows Guest Posts
I don’t do book reviews, so to ask me is kind of a waste of time. Trust me, you wouldn’t want to ask me anyway. My fellow members of my critique group call me The Death Star. Yeah, that’s like asking Ice Pick Vinnie to babysit your kids.
But, there are bloggers out there who do review books. Seek them out. Follow their blogs and leave comments. Then, when your book is to a point it needs a review, you will have an established relationship and getting a review will be far easier.
I rarely do interviews. In fact, in three years I have done…TWO. So again, I am not a great choice when it comes to soliciting an interview. My blog is primarily a teaching blog. Interviews are not my specialty. In fact, I have to get my assistant to help me with the questions because I kinda go all stupid and my mind draws a blank.
If you have a blogger you like, just take some time to see if they even are open to reviews or interviews. This is just common sense. If you need to buy screws and bolts, don’t go to a florist. Check the About Me section and many bloggers will say if they do reviews, interviews, allow guest posts, etc.
Tip #3 Ask the Blogger What You Can Give TO Them
Present yourself as a solution to a problem. Many bloggers are short on TIME. Hey, we’re writers, too. If you want to do a guest post, have some written ahead of time and allow us a choice. If you desire an interview, have a nice bio handy and prepared. You might even have a list of questions to help us out. We might not use your questions, but they can at least help us get us focused and give us a place to start.
One great way to promote your fiction is to offer posts that teach. I know Maria Zannini did a guest post for me earlier in the year. Her post taught writers ways to make an outstanding cover (and there was information about her fiction in her bio). She GAVE FIRST.
This is all just common sense. Serve people first. Be kind and authentic. I know it seems like it takes more time than e-mailing 50 bloggers and hoping a couple will bite. But, if you work to forge relationships FIRST, I promise that your time will be far better spent.
So have I missed anything? For you bloggers out there, what makes you feel warm and fuzzy? What can writers do to get your attention that isn’t illegal in all Southern states?
I do want to hear from you guys!
And to prove it and show my love, for the month of November, everyone who leaves a comment I will put your name in a hat. If you comment and link back to my blog on your blog, you get your name in the hat twice. If you leave a comment, and link back to my blog, and mention my book We Are Not Alone in your blog…you get your name in the hat THREE times. What do you win? The unvarnished truth from yours truly.
I will pick a winner every week for a critique of your first five pages. At the end of October I will pick a winner for the grand prize. A free critique from me on the first 15 pages of your novel. Good luck!
I also hope you pick up copies of my best-selling books We Are Not Alone–The Writer’s Guide to Social Media and Are You There, Blog? It’s Me, Writer . Both books are ON SALE for $4.99!!!! And both are recommended by the hottest agents and biggest authors in th biz. My methods teach you how to make building your author platform FUN. Build a platform and still have time left to write great books!
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