promotion plan

Book Proposal Tips: New and Favorites

April 20, 2021 by Lisa Tener

Several of my favorite book propoal tips came up in recent phone consultations with a couple of emerging authors in my Bring Your Book to Life® Program. As I shared some of my favorite book proposal tips, I found myself offering a few new tips, as well, that have to do with a changing marketplace due to the pandemic.

Bring Your Book to Life(R) Program graduate Micaela Karlsen with her book “A Plant Based Life”

All the book proposal tips are in response to something I saw in a proposal in the past week—some common mistakes or information that’s often missing in a proposal. This post should help you avoid those mistakes and omissions and make your proposal more attractive to literary agents and publishers. Ready?

2 General Book Proposal Tips

For a prescriptive book, such as self-help, how-to or business, a good phrase to use throughout — “readers will learn.”
Embrace Diversity: for stories and anecdotes, remember how diverse our society is. I often see books with anecdote after anecdote about people with generic Caucasian-sounding names. Use representative examples from diverse communities and groups. You may be creating composites of clients or patients. Be sure to make sure they represent diversity—ethnically, gender-wise, etc. If everyone has a vanilla name and profile, publishers and agents will think you are out of touch or don’t understand the needs of a diverse readership. This is especially important for parenting books, but helpful in any self help book.

Section-Specific Book Proposal Tips

Your Overview needs to be super-compelling. You may even want to write that last, once you have figured out what your most compelling points are. The overview should capture what makes your book fresh, why it’s desperately needed, where it fits in the marketplace, and should illustrate that you have the platform that will help you SELL lots of books: you reach this audience already and have the network to do even more.

Begin your Overview ¼ to 1/3 down the page.

book photo author in bookstore — Victoria Dunckley, MD finds her book on the shelves of her local bookstore. I worked with Victoria on her book proposal for Reset Your Child’s Brain, which garnered a book deal with New World Library. She worked hard on her platform before submitting her book proposal to agents.

Audience section: needs numbers. Use census and other data. I often see an audience or markets section that is more qualitative than quantitative but it’s the numbers that get bandied about and used to calculate sales projections in an acquisitions board meeting. If you want your book to make it to that meeting, supply the numbers they’ll need to make sales projections.

Platform and Promotion Plan: These are crucial to publishers (and are also used for sales projections). Make sure your promotion plan stems from your platform. Tip for 2021 and beyond: Consider making sure your plan is COVID-proof. Many (or most) of your promotion activities should occur online – such as podcasts, being a panelist on online summits, online conferences, etc. Consider doing some podcast guesting.

The Comps section: if there is some very strong information about how your book fills an unmet need and ways it uses the latest research, make sure you mention this in the overview as well as comps . Also, you can look at amazon reviews for some of these competitive and complementary books and note what readers are saying is missing from your competition.

Chapter Outlines or Summaries: In general, say that “the chapter” explores, describes, illustrates, etc. rather than “the author” will explore…etc.

Next Steps

What questions do you have for me about book proposals? Ask below.

Looking for more tips on How to Write a Book Proposal?

Read How to Write a Book Proposal, which links to most of my book proposal articles and posts and check out 8 Top Nonfiction Book Proposal Mistakes (and how to fix them).

8 Tips to Get Great Amazon Book Reviews

March 13, 2018 by Lisa Tener

One strategy that can help catapult your book to page one on Amazon results are your Amazon book reviews. Of course, your book needs to be categorized well on Amazon (with the right keywords and categories). It needs to be well-written, too! But after these “givens” reviews rock.

Why are Amazon Book Reviews Important?

#1: Amazon Takes Reviews Seriously. The Amazon Algorithm looks at book purchases but also at reviews. A large number of 5 star reviews (and 4 star as well) shows Amazon that the book has merit among readers. Amazon will, however, discount reviews if they are from people who did not purchase on Amazon or, so I have heard, if it looks to their algorithm as if you are closely related to the reviewer.

#2: Readers Take Amazon Reviews Seriously. Many potential book buyers read reviews. First, almost everyone looks at the average number of stars before buying a book. A 4 or 5 star book is helpful! Most potential buyers tend to read a few reviews in detail as well. When it comes to self-help, how-to or business books, people are searching for a book to solve a problem. The more specifically the reviews address how the book helped them with a particular goal, challenge or problem, the more motivating it is for potential book buyers.

[bctt tweet=”Before You Do Anything, Write Amazon Book Reviews! ” username=”LisaTener”]

Don’t wait until your book comes out—or is even written, for that matter. Start your work today. First off, you want to be a contributor to your greater community—other authors in your field, book buyers and readers. The Amazon book reviews you post help other authors and they help buyers make the buying decision. Only review books you can authentically rate a 4 or 5 star book.

I once reviewed a book lower than a 4 when I was disappointed in it. I’d planned to give it as a gift and it just wasn’t the right gift for this person. The author contacted me personally and told me how much work she put into the book. Perhaps I just wasn’t the right audience for it: I took off my review. I haven’t reviewed a book under 4 since then. Focus on the books you love (or at least super-like!).

If you start reviewing related books (and others) now, it will be much easier to ask colleagues to write Amazon book reviews for your book later. So, don’t wait!

[bctt tweet=”How to Get Great Amazon Book Reviews ” username=”LisaTener”]

1. Ask your colleagues. Before the book comes out, encourage your colleagues to pre-order the book. Mention how grateful you would be for their review, if they like the book. It’s always a good idea to include those last 5 words! You may want to draft an email you can send to colleagues and personalize it for each person.
2. Ask your fans and wider community. If you send out a newsletter, send a special emailing sharing why you’re so excited about the book. Share what it can do for the reader and your hopes for the difference the book will make for readers and those they love! Include a request for Amazon book reviews (and book reviews in general), again, if they love the book.
3. Give out bookmarks or postcards. If you do any public speaking, teaching or just meet lots of people, print up bookmarks or postcards that invite people to buy your book. You can include a QR code on the bookmark for easy purchase with a phone, plus a request that, “If you love TITLE, please review it on Amazon and elsewhere.”
4. 47 Amazon Book Reviews in Just a Few Weeks!
  
  Find Readers Who Are Passionate About Your Work. Stephen Snyder, MD, author of Love Worth Making, has 47 Amazon book reviews in the few weeks since the book came out—and a 5 star average! He suggests, “Reviews are a book’s life-blood these days—just as they are for any product sold online. But a book is more personal, so readers are less eager to go public with their opinions. An author needs readers who are passionate enough about the book to want to share their opinion online. To get consistently great reviews, you’ll first need to write a great book—then encourage people who love it to say so!”
5. 122 Amazon book reviews and counting!
  
  Ask admirers to take the next step. Dr. Craig Malkin, author of Rethinking Narcissism, which has 122 Amazon book reviews and an impressive 4.3 star average suggests, “When people rave about your work on your Facebook page or Twitter, make a simple request: ‘Thanks you so much! I welcome reviews on goodreads and amazon. If you feel so moved, just cut and paste this wonderful comment into either. It’s terrific as is!’ and link to amazon reviews to make their job easier. 100% of the time, they’ll do it. People have alway been willing to take this tiny extra step to share their enthusiasm over Rethinking Narcissism.” This tip is especially helpful because Amazon does prefer reviews from people who don’t know the author personally.
  
  117 Amazon book reviews
  
  117 Amazon book reviews

6. “Make a video and include it in your book via QR code. Tamara Monosoff, author of The Mom Inventor’s Handbook has 117 Amazon book reviews for that book, with a 4.8 star average. Tamara teaches authors strategies to get their book noticed, as well as how to monetize their books. One of her favorite strategies involves using video (via a QR codes that readers can scan with a phone). Her book review suggestion, not surprisingly, utilizes this fresh and proven method as well. “I suggest authors include a 30-second THANK YOU video message at the beginning and end of their book. In the video say something like, ‘Thank you for purchasing my book! If you love what you learn, I would greatly appreciate a review on Amazon. Your review matters and I greatly appreciate your time.’ Include a link to your Amazon review page to make easy for your readers to click and review.”

724 book reviews and an average of 4.5 stars! Wow!

7. Encourage and Engage Your Tribe Step by Step: Jeff Goins’ books on writing have between 240 to over 700 reviews each with You Are a Writer topping the list at 724 and an average review of 4.5! Jeff offers this, “My simplest tip is quite simple for getting more book reviews: Ask for them. I recommend creating a Facebook group and email list for your book and encouraging people to read the book. When they do, ask them what they thought about it. When they respond, ask them to copy and paste that into a review. Offering incentives and rewards are great, but the best way to get an honest review from a reader is simply to ask.”

8. Create a Discount Code for Purchases Accompanied by a Request for Reviews. Jody Rein, literary agent and co-author with Michael Larsen of the 5th edition of How to Write a Book Proposal, says, “Although, in support of independent bookstores, I often send people to www.Indiebound.com, there’s no denying the power of Amazon reviews! We all have come to rely on the strong opinions of strangers, whether we’re buying books or blouses. I have to admit that for our book launch I was much more focused on asking publishing industry pals to recommend How to Write a Book Proposal, Fifth Edition than I was about creating a review campaign. It’s never too late! Thanks to Lisa’s advice, I’ve started asking anyone who sends a complimentary letter to write a review. I also recently asked our publisher to provide a discount code that we could connect to an ‘ask’ for purchases and reviews. It’s a great dual-purpose promo, because we’re creating positive work of mouth on the book even if the campaign doesn’t get a ton of reviews. We put the discount code on our new Facebook page for the book, and promote the discount code a little through social media. Please like the page and use the code (and, of course, write a review!)”

And Another Tip to Add to Your Promotion Plan

Jody adds, “Ours is a little bit of a “carpenter’s shoes” situation. At least our inside-industry promo paid off—we just learned today that our book earned out its advance before its first royalty statement was issued! That NEVER happens! But now we need to sustain those sales, and reviews are permanent, free ads, so that’s our next focus. Self-publishers, you can create your own discount code based review campaign!”

Jody’s point about focusing on asking for recommendations is well taken. Asking for recommendations from people who influence your target market is one of the best ways to sell books, as evidenced by the success of How to Write a Book Proposal. So, add that to your book launch plan, in addition to asking for Amazon book reviews.

2020 Update to the Post

It’s March 2020 and I was recently contacted by a reader recommending this excellent post by author C.S. Lakin. You’ll learn the latest tips and also can download a copy of her free guide: 8 Simple Secrets to Big Book Sales on Amazon.

Have a tip for getting Amazon Book Reviews? Please add yours below. Feel free to ask questions as a comment as well!

What Do Publishers Expect in Your Book Promotion Plan?

April 11, 2010 by Lisa Tener

Your Book Writing and Book Proposal Coach

I just read a linked-in discussion where someone asked for a clearer definition of “platform” and what should go in your book promotion plan (in your book proposal). I responded to the discussion and then thought it would make a useful blog post.

Note: This post has been updated as of 3/3/2021 to reflect changes in book promotion.

Your book promotion plan should:

1. Demonstrate that you know your audience and you know where they hang out online and offline.

2. Provide a detailed plan for how you will reach this audience where they hang out, based on the foundation or platform you have already developed. This includes:

Mailing List and Website Traffic: People on your mailing list who open your emails are already engaged with you and likely to buy your book. Those who have bought programs, products or services from you in the past are the most likely to buy. Provide those numbers. Website traffic can also be a benefit to include in your promotions section if the numbers are impressive.
Online media: This includes online news sites and shows, your blog, online articles, social media, YouTube videos, podcasts, social networking sites (they’ll want to see you already have a presence), social bookmarking and more.
Public Speaking and In Person Events: Where will you speak? If you list speaking gigs in your plan (which is always a good idea), publishers want to see that you are already speaking to at least some of these targeted companies, associations or conferences. Include numbers of people at the events where you speak. If events are on hold (such as due to COVID-19) see if you can schedule and offer some online events and courses, whether you offer them on your own or through conferences, associations and other groups, and mention recent and upcoming events (in person or virtual) in your proposal.
Training: Include workshops, seminars, teleseminars, zoom training, webinars and any teaching you plan to do–on-line or offline. Will companies that hire you to speak or train purchase your book in bulk? State specifics in your book proposal’s book promotion plan.

Traditional media: TV, Radio, Newspapers and Magazines (both articles by you and articles that cite or quote you). Your plan should show that you know what media your specific readers buy and read. Publishers also love to see that you plan to hire a publicist–especially if you can quote a significant budget for such ventures.
Joint Ventures: If you don’t have a large list, the way to reach the most people online is by venturing with other people who have large lists. What’s in it for them? Perhaps a percentage of the profits of a webinar you’re plugging, or you’ll interview them for your list. Again, if this is part of your plan, you need to show you’re doing this or, at the very least, you plan to hire someone who’s facilitated joint ventures before.
Your Own Shows: Do you host a TV show, radio show or weekly podcast? This is always a plus to publishers and agents, but they’ll want to know the size of your audience.
Endorsements and reviews: Publishers love to see endorsements that are already written by bestselling authors, experts in your field or celebrities. You may want to list those who have already written endorsements, those who have agreed to write an endorsement and/or review in the future and those people you plan to approach for endorsements or reviews (if you have a relationship with them) and the relationship you have with those people. If you don’t have a relationship or connection and they haven’t promised a review or endorsement, don’t list them; you can still contact them later but publishers won’t put much faith in their position on the list. Will they also do anything to promote? Include that.
Amazon bestseller campaign: Amazon is such a big player in book sales that you want publishers to know you understand how to leverage Amazon. Have you done keyword research for your title and subtitle? Will you hire someone with a strong track record to organize an Amazon Bestseller campaign for you? Why is this important? Amazon’s algorithm kicks in to show your book more frequently once you hit certain benchmarks, including bestseller in one or most categories. Will you do any paid advertising on Amazon? If so mention that and your Amazon advertising budget.

Your Website Speaks Volumes About Promotion and Platform

Publishers and agents will also look at your website. Be sure to include a media page or press room; speaking gigs, training and events; and other pages that highlight your platform. If you have a blog or podcast, they will also look to see how engaged your audience is. This posts tells you exactly what you need on an author website.

Reader-Focused Book Promotion

When I work with a client on their book proposal, I also tailor my book promotion plan suggestions to their particular book and audience. That’s the creative part. We also include any well-connected close friends or colleagues who have offered to help them make connections in the media or online.

The Favorite Child — One of the ways Dr. Libby developed her platform was to start a blog.

Remember, publishers and agents have been burned in the past (years ago) by authors who wrote a great plan but did not follow through. They’re not so naïve anymore. They’ll want to see that you already have an author platform and that you’ve at least started many of the projects you suggest in your promotion plan.

Platform Legitimizes Your Book Promotion Plan

So, what’s platform? Your platform is the number of people you reach online and in person–through your mailing list, traffic to your website (unique visitors, not hits), your blog, your speaking engagements, TV and radio interviews, podcasts, joint ventures, teleseminars, webinars, magazine articles/interviews, newspaper articles/interviews, online articles, youtube and other video sites, your social media activities and any other way you reach people.

You should indicate your platform in your “about the author” section. Then build on that and add other ideas in the book promotion plan.

If the promotion plan is to “pie-in-the-sky” (meaning you haven’t actually done any of these things yet and it’s all a “plan” but not in motion), publishers will consider you too much of a risk. They want to see that you already have a platform.

Worried you don’t have enough of a platform? Work on it. With time, you will.