David Henry Sterry

Author, book doctor, raker of muck

David Henry Sterry

Tag: Amazon

Fauzia Burke, author of Online Marketing for Busy Authors, standing in front of bookshelves

Author Websites, Blog Tours and Reader Demographics: Fauzia Burke Gives the Skinny on Online Marketing for Authors

When we wrote our book, The Essential Guide To Getting Your Book Published, the first person we asked to interview on the subject of online marketing was Fauzia Burke. Fauzia founded the pioneering online marketing firm FSB Associates and has been figuring out how to promote books on the World Wide Web since before most publishers and authors had ever performed a Google search. She’s worked with everyone from Alan Alda to Sue Grafton, promoting books across categories and genres. Her new book, Online Marketing for Busy Authors, is just the primer every writer needs to understand and make the most of online marketing today.

Read the interview on the Huffington Post.


Fauzia Burke, author of Online Marketing for Busy Authors, digital marketing, author Fauzia Burke, Online Marketing for Busy Authors, book cover

The Book Doctors: How do you figure out who your audiences are? And how far should you reach when determining multiple audiences?

Fauzia Burke: Understanding your readers is crucial because it will help you devise the best online strategy for you. Online marketing is customized and personalized. It is essential for you to know your audience so you can serve them best. You should know their age group, gender, interests, which social media outlets they use and where they hang out online. The more you know about them, the better your marketing will be. In my book, I have a worksheet to help authors refine their audience so they can market for their readers.

Some questions include:

  • Is your reader male or female?
  • What is their age range?
  • What TV shows might they watch?
  • What are some common values or traits of your ideal readership?
  • Does your audience have a problem, concern or frustration that your book seeks to solve?

The identification of your ideal readers will play a major role in the quality of your online marketing plan.

TBD: How do you figure out where your audience lives online once you determine who they are?

FB: There are many sites that give you social demographics of each social media site. I use Pew Research and Sprouts Social. For example if your audience is women, you are more likely to find them on Pinterest. Younger users tend to use Instagram. Another good place to start is to look at who is already following your social media sites or visiting your website and aiming for networks that draws a similar audience. You can use Facebook Insights, Google Analytics, Twitter Analytics, etc.

TBD: Is an author website an important part of a publicity/online marketing plan?

FB: Websites are a crucial link between you and your readers. It is the one place, the hub, of all your activities. Your website is your opportunity to connect with your readers in a personal way. It is also where you have full control (unlike other social media sites) over your brand. Not having a website could be viewed as unprofessional, out-of-date, and not connected.

Despite popular belief, your website doesn’t have to be expensive or complicated. You can keep it simple. WordPress is often recommended as a platform because it’s author friendly, easy-to-use and easy for people to find (has good search capabilities). Keep one thing in mind: It’s better not to have a website than to have an unprofessional one. If you have a website, make it good one.

TBD: Do authors have to blog?

FB: I consider blogs (like websites) the foundation of a digital strategy. Not only do blogs give authors the opportunity to stay connected with their readers, they also position the author as an expert. Blogs are also the absolute best way to drive traffic to websites. For book authors in a competitive marketplace, the need to blog couldn’t be higher. Consider the time you spend blogging as an extension of your job as a writer.

Blogging is a great way to share your knowledge, test how your content resonates, and collaborate with others. While experts may disagree on how often you need to blog, consistency is the key.

TBD: Do authors have to be on social media?

FB: I think every author has to make that decision for themselves. No one should be on social media if they don’t want to be or are only doing it to sell books. Social media gives authors an unprecedented opportunity to build a brand and create a community of readers. Here are some dos and don’ts that might help:

  • You don’t have to do everything
  • You don’t have to do the next shiny thing
  • Look at the data for feedback (your digital footprint) and adjust accordingly
  • Know your audience
  • Don’t forget it’s a privilege to talk to people
  • Be authentic
  • Go for engagement

TBD: How important are author profiles on sites like Amazon, Goodreads and LinkedIn?

FB: I think they are all important to some degree. We should all have a completed profile on each site. Every author should grab their Amazon author profile. I think Goodreads is more important for fiction writers and LinkedIn is more important for non-fiction writers.

TBD: How should an author go about setting up a blog tour?

FB: If you are doing your own publicity efforts, consider developing an ongoing dialogue and relationship with the bloggers that cover your genre and niche. Share their information and be generous. Everyone appreciates a digital nod these days. Help them before you need their help.

Once you have searched the blogs that are appropriate for your book, you can pitch them a book for review or offer to do a Q&A or to write a blog that is appropriate for their audience. If you get some responses and the editors/bloggers request the book, your pitch is working. If not, you’ll have to try another pitch. Try connecting your book to something in the news or a new study. When you do get a response, pounce on it. Attention is fleeting and you don’t want to wait. If the editor/blogger asks for a book or an interview, accommodate them right away.

Then in a couple of weeks, follow up and make sure they got the book and ask if there is anything you can do to help. That’s the cycle. It’s not difficult. It’s not rocket science. However, it requires lots of time and patience. Contacts with the media are worth so much because a publicist’s relationship with an editor will cut the time and boosts your chances of getting a feature. If you are willing to put in the time, you can build the same contacts and relationships within your niche.

TBD: If an author has zero experience with publicity and marketing, what is the number one piece of advice you’d give him/her to get him/her going on the right path?

FB: I wrote my book, Online Marketing for Busy Authors, for just those authors. I hope that by giving them clear advice and priorities I have made things a bit easier on them. Here’s some advice:

Take heart and approach marketing with curiosity. If you are a overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novices, are learning as we go. You don’t have to become a social media strategist to be effective.

Fauzia Burke is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors (Berrett-Koehler Publishers, April 2016). Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more. A nationally recognized speaker and online branding expert, Fauzia writes regularly for the Huffington Post. For online marketing, book publishing and social media advice, follow Fauzia on Twitter (@FauziaBurke) and Facebook (Fauzia S. Burke). For more information on the book, please visit: www.FauziaBurke.com.



Joe Montaperto on Memoir, Self- Publishing & The Edge of Whiteness

One of the cool things about the Internet is that you get to meet people that you probably never would in real life.  This is the case with Joe Montaperto.  I don’t know where exactly we ran into each other in cyberspace, but I read some of his writing and I really liked it.  Very honest, very real, and he’s writing about such powerful subject matter, at a time when the world, and America in particular, really needs to take a step forward when it comes to race relations.  So I thought I’d pick his brain about his memoir, and see what he had to say about black, white, Sicilian-American, and all that jazz.
The_Edge_of_Whitenes_Cover_for_Kindle joe montaperto
1.) Why in God’s name did you decide to write a memoir?
Well, in my particular case, I just thought – THIS is a story that needs to be told! (: I felt like I was coming from a somewhat unique perspective at a very interesting time period in our country’s history. I think there’s been quite a bit written about the 1960’s from a number of different angles, including the social/political upheaval and race relations that were prevalent in this era, but much less about the period directly following it – the early 1970’s. The 60’s didn’t end in 1969, they continued into the early-mid 70’s when the government actually implemented many of the new programs and policies being called for by society, which included racial integration of the remaining schools where it was still largely segregated.
       It was a whole different world back then – much different than today – and the characters I grew up with were pretty unforgettable! (:  Also, being a first/second generation Sicilian-American, but always being mistaken/passing for Puerto Rican, i was kind of able to skate on the edges of different ethnicities, cultures, and races, which allowed me a rare perspective for the time – hence the title of my book – The Edge of Whiteness.
2.) What were the worst things about writing your memoir?
I had never actually written a book before. I had been an actor, comedian, and had done a one-man show, but had no idea how to write a book, which is a whole other art form! So it took a tremendous effort, many hours, and a good deal of trial and error to finally get it done, which took about 5 years. Plus, at the time I was travelling and living alot in Ecuador and South America, and exploring the Amazon… thank God Rob Mc Caskill, my former acting coach and a writer himself, guided me through the process or  inever would have completed it.
3.) What were the best things about writing your memoir?
Oh, there were many good things about it! Just to be able to write about the events in my life, and open myself up to things I thought I had long forgotten – it proved to be very cathartic and therapeutic in a lot of ways. The accomplishment to actually be able to finish a book, and have many people enjoy it and tell me how they really related to it… that was very gratifying!
4.) Did writing your memoir help you make some order of the chaos we call life?
Yeah, I’d had a very chaotic life in an equally chaotic environment, so it was great to actually be able to piece things together and fill in the blanks. There were  quite a few of those AHA! moments, and I think anytime you go through such a long process as that, you come out of it enriched, with some more clarity and understanding.
5.) How did you make a narrative out of seemingly random events that happened to you?
To be honest, it was mostly just intuitive, it just kind of came to me  and flowed through me, but the memories and events and people were  pretty vivid, and it was mostly a matter of putting those events into some kind of order that would move the story along.
6.) How was the process of selling your memoir?
              At first it was really confusing – I had NO idea of what i was doing! Then there was my own resistance and negative feelings about whether other people would really be interested in my story, and if deserved it, but once I got over that, i definitely gained some clarity and focus. At that point, it kind of took on a life of it’s own.
7.) How did you go about promoting and marketing your memoir?
Having no experience with this, I really had to do my research! At first, I had it published on Kindle through an independent company, Oak Tree Press, but I felt like i couldn’t wait forever to have it published in paperback, so I went through Createspace to self publish. Then, out of pure luck, a good friend of mine, Steven Williams, who happens to be certified webmaster, designed a great site for me, where I posted my reviews, interviews, videos, and the like. I went from there to a fan page on Facebook and pages on Authors Den, Goodreads, Bublish and Smashwords, as well as doing a number of public readings in the New York/New Jersey area.
8.) Did you have difficulty speaking in public about the intimate aspects of your memoir?
          Not really. I have been onstage so many times as an actor/comedian and performing my one man show that doing readings, interviews and cable tv/radio shows was a chance for me to get back up onstage again, which I love and actually relished the chance to talk about my book and experiences!
9.) How did your family, friends and loved ones react to your memoir?
            It was funny. It took a while for my family and relatives to actually read it, as I think initially they were pretty much apprehensive about the whole thing, but after that they really embraced it, I think. My friends and acquaintances seemed to really enjoy it too, and wrote many good reviews, but I think I was most suprised by how much  the people I had never met before liked it… that really boosted my confidence.
10.)  I hate to ask you this, but do you have any advice for people who want to write a memoir?
             The main advice I would have for somebody who wants to write a memoir is – be prepared to put in alot of HOURS – it’s a pretty huge undertaking! And as with everything in the arts, it’s a process, and the process usually takes much longer that you think it will, but you also grow in alot of unexpected ways, I think. Be open, and be willing to have consistency and a committment to putting in the work!
Joe Montaperto can be found at www.joemontaperto.com His bok is also available on Amazon.com in both paperback and Kindle – amazon/the edge of whiteness/joemontaperto – also on Smashwords, Bublish, Createspace. Goodreads and Authors Den. He has many videos on Youtube and his fanpage on Facebook.

Pissed Off at Amazon? How to Help Your Writing Career with the Power of Your Purse

To read on Huffington Post click here.

As Book Doctors we always say that independent bookstores are vital to any unpublished author. Right now, as Amazon is standing over the major publishing house, Hachette, threatening to crush them like a fruit fly, independent booksellers couldn’t be more important. Let us explain why.

A few years back, we met a lovely, talented woman at a Pitchapalooza, an event we created that’s like American Idol for books. She didn’t win, but we could see that  she had the goods. She contacted us after the event because she wasn’t having any luck finding an agent. We worked with her to get her manuscript and pitch in shape. This wasn’t hard. She was an exquisite writer with a great story. What was hard was our number one recommendation to her: Go work at an independent bookstore. She didn’t have a lot of time to do this. She had three kids and another part-time job. But she wanted to get her book published, so she took our advice. The bookstore hired this lovely, talented writer because she was a customer, a great reader, she knew about what was on the shelf and how to hand-sell a book. She ended up working with the events person, introducing authors who came to do readings at this store. Through this work, she met the agent of one of these authors. An agent who just happened to be perfect for her book. They chatted and in the conversation, our client was able to pitch her book (a pitch she had been working on for almost a year). The agent asked her to send it. The agent took the book on. And last week the agent sold the book to a top-notch publisher.

No matter how many books you order through Amazon, you’re not going to get an agent and then a book deal by clicking “buy.” As Robert Gray, retired bookseller, once told us, independent booksellers are the last three feet of the publishing business. That means you can go talk to someone in the book industry, without a connection and without paying them, by simply walking into an independent bookstore. The problem is, if you buy your books on Amazon, soon there won’t be any independent bookstores. For those of you who don’t follow the publishing news, Amazon won a major suit against several of the biggest publishers for “price fixing” (though there is much debate about whether this was so), allowing Amazon to take control of the e-book marketplace in what is now damn close to a monopoly (or rather a monopsony, as a recent N<em>ew York Times</em> <a href=”http://www.nytimes.com/2014/05/31/opinion/how-book-publishers-can-beat-amazon.html” target=”_hplink”>editorialist</a> pointed out).

As our world turns more digital, the lack of competition for ebooks and Amazon’s domination will mean less and less money and opportunities for authors. Right now, authors are already getting the short end of the stick royalty-wise on e-books. This inequity is due to publishers, not due to Amazon, but the more market share Amazon has, the easier it will be for them to determine what they want to keep and what they want to give away. Do you think they’ll want to keep more or give away more? Not a hard question to answer.

If you’re thinking, I’ll just self-publish, then think on this: If you self-publish, Amazon is your number one marketplace for sales. If Amazon controls the percentage of what you receive per sale, and if Amazon is doing what it’s doing to Hachette — which, by the way, is owned by a multi-billion dollar, multi-national corporation — do you think they’re going to give one hoot about you? No! They’re going to take whatever they feel like and you will have no leverage whatsoever. Nothing. Nada. Zilch. And if things continue to go in the direction they’re going, you’ll have nowhere else to go where large numbers of shoppers are looking for books.

If you think we hate Amazon, you’d be wrong. Amazon is an extraordinarily run, inventive, forward-thinking company that has nearly single-handedly led the way in e-book growth. They’ve increased the sales possibilities for any author — for some exponentially. For self-published authors, they’ve created a marketplace that for the most part didn’t even exist. What author wouldn’t be excited by — even grateful to — such a company? We just don’t want Amazon to be the only choice. While Amazon has sold thousands of copies of our book, <em>The Essential Guide To Getting Your Book Published</em>, so have independent booksellers. And most of the latter sales have come through booksellers recommending our book to customers who never even heard of it. Who may have not even known they were looking for such a book. We don’t want that choice to go away. We want authors to be able to meet their readers face-to-face within the walls of a brick and mortar bookstore, just like we met the lovely and talented writer who now has a book deal. We also don’t want there to be an unbridgeable divide between authors and the publishing industry. If there are no independent bookstores, this is precisely what will happen. There will be no free advice from industry professionals. Just that interminable moat between writers and agents, writers and publishers that has kept so many from getting published.

The result will be books that aren’t as good, writers that are less informed, readers who have to depend on algorithms to know what to read next. So if you’d like to keep your indie in business, think about your purchasing power. That’s the one power you have as a writer. Use it well.

Arielle Eckstut and David Henry Sterry are co-founders of The Book Doctors, a company that has helped countless authors get their books published. They are also co-authors of The Essential Guide to Getting Your Book Published: How To Write It, Sell It, and Market It… Successfully (Workman, 2010).

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