Book Publicity | From the Writer's Desk

Blogs or Newsletters?

I saw a Twitter post the other day from another author asking which was best. A blog or a newsletter? I responded by saying I use both. I also have websites. The Internet is an interesting place. You never know how or where someone will find you. Therefore, I’m of the opinion that you can never have too much online presence.

The Difference Between a Blog and a Traditional Website

Years ago I attended a meeting with the now defunct Arizona Book Publishers Association. The speaker, whose name I unfortunately can no longer recall, was an expert on online book marketing. He talked about how you need both a website an a blog. He described a website as the place where “you wore your business suit.” It should be straightforward and formal. As an author, I use my website to showcase my books.

The speaker then described a blog as less formal and more personal than a website. It was where you wore your sweats. In other words, a blog was where you could talk one to one with your readers. I use my Marina Martindale blog to share excerpts from my books, talk about my inspiration, and discuss my characters in depth.

Using a Blog as a Website

Nowadays many websites include a blog feed. At one time I included them on my website as well. Then one day it mysteriously vanished. I called tech support. They had no idea what was going on, but they couldn’t restore the feed either. I’ll just say I’m glad my blogs and websites use different hosts.

Some people use their blog as their website. There’s certainly nothing wrong with that. In fact, I recommend Blogger to those authors with limited budgets who can’t afford website hosting. Blogger is free and easy to use. You can customize your template to give it a unique look. The only out of pocket expense would be buying your own domain name. It’s optional, but I highly recommend it.

I use a WordPress blog for my historic cookbook website. Cookbooks are unique as they’re not actually read. They’re used for finding recipes. Therefore, my blog/website is for posting recipes and cooking tips, with a link to buy the cookbook at the end of each post.

One final word about author websites. Some authors like to include a bookstore. I once had one on my website as well. However, I soon discovered that readers don’t feel comfortable buying directly from the author or publisher. They prefer to buy from reputable online booksellers, such as Amazon. I’ve since taken my bookstore down and replaced it with links to where they can buy the books.

Newsletters

My newsletter is where I pitch my books. Each newsletter includes at least one “free sample” article with a link to a book except on my blog. I also have a monthly contest where my subscribers can win a free, author signed paperback edition of one of my novels. All they have do to enter is answer a multiple choice question correctly. The question is always something from the book I’m giving away, and I include a “hint.” The hint is a link to another blog post with with an except revealing the correct answer. It’s a great way to get people to read a sample. It’s an even better way to get a book into a reader’s hands. Back when I used to distribute through Ingram I always opted to have them ship returns to me. I’d much rather use them as contest prizes than have them end up in a landfill. It’s a win win for everyone.

A few words of caution regarding newsletters. People have to opt in. Never sign anyone up without their permission. You also need to limit how often you send them. I limit mine to one newsletter a month. The only exception is when I’m launching a new book. I will send them a short, to the point announcement with a link to where they can buy the book. I save the rest for the next newsletter. The number one reason why people unsubscribe to a newsletter is because they’re receiving too many of them. So when it comes to newsletters, less is more.

Blogger vs WordPress

I’ve been blogging for so long that I can’t remember exactly when I started. It was sometime around 2005, when I published my first Luke and Jenny novelette. I used a blog host called Blogspot, which has since become Blogger. I liked Blogger for many reasons.

The Pros

Blogger is user friendly! You don’t need to know HTML code or have other technical skills to use it.
It’s easy to build a template with Blogger. Even the advanced template design tools are user friendly.
The Blogger platform is secure. Your blog is less likely to be hacked.
Blogger includes an easy to use stats feature. It includes the number of hits, traffic sources, operating systems and so forth.
Blogger is free! It comes with it’s own hosting.

The Cons

Blogger has no technical support. Google no longer supports Blogger. If you’re having an issue you have to rely on online forums, which may or may not resolve your issue.
There are few plugins for Blogger. Blogger includes “gadgets,” which you can add to your blog. However, the selection somewhat limited, so you may or may not find what you want.

I loved Blogger. I’m a right-brained creative, and Blogger is certainly intuitive. I used it for years. I found it easy to modify the templates, so I could give my blog more of a custom look. However, because there were limits, I could only do so much.

Along came WordPress

While I was using Blogger, some of my author friends were using WordPress. Blogger has a distinctive look. It doesn’t matter how much you modify your template, it still looks like a Blogger blog. WordPress blogs, on the other hand, look more professional.

The Pros

WordPress has dozens upon dozens of third party themes and plugins. This gives you infinite possibilities for designing and customizing your blog.
You can pick and choose your own host. Unlike Blogger, you can pick your WordPress own platform. Some may offer tech support, while others may not. Prices may also vary. I recommend shopping around.

The Cons

WordPress is not user friendly. It’s definitely NOT for people who are unfamiliar with HTML coding or lack other technical skills. Those who are not technically skilled will most likely end up extremely frustrated.
WordPress is open code. While open coding allows third parties to create all those wonderful themes and plugins, it also makes WordPress more vulnerable to hacking.
Spamming. Spammers love to post their spam in your post’s comments. WordPress has plugins to block spammers. However, they can also make it extremely difficult for legitimate readers to post a comment on your blog.

In Conclusion

If you have the technical skills, or if your budget allows you to hire a webmaster, then I highly recommend WordPress. A customized blog makes you look more professional. I like to keep my websites clean and simple, and I was able to create this blog with the Twenty Sixteen WordPress theme. Please note that some WordPress themes are easy to use while others are not. My WordPress guru helped me find the right plugins for my specific needs, and if I need help she’s only a phone call away.

For those on a budget, I once again recommend shopping around. Nowadays many web host companies include blogs with their packages. This option wasn’t available when I started writing, so it’s worth looking into. WordPress has also changed with the times. It too now offers website hosting, with or without a blog.

Gayle Martin

The Trouble with Twitter

Someone I follow on YouTube recently posted a video about why he finally left Twitter. He made some interesting points. Twitter has an unusual dynamic. While most Twitter users are well educated people, he noticed they all seem to behave like middle school kids.

I use Twitter to promote my books and photography. However, I don’t engage as much on Twitter as I do on other social media platforms. I’ve always found their platform odd. Twitter used to call their tweets, “mini blogs.” When I first signed up posts were limited to 140 characters, which I found too limiting. I’m a writer. I want to express myself. They’ve since doubled it to 280 characters, but it’s still pretty limiting. Therefore, I mostly use Twitter to post links to my blogs and websites.

I use third party websites to post my Tweets. One is Hootsuite, the other is Buffer. Both offer free accounts with some nice features, such as shorted URLs for your links. Hootsuite has a nice dashboard where you can see how well your tweet performed. Buffer gives you preselected time slots to schedule your tweets. It too is a nice feature which can save you valuable time. However, both limit how often you can tweet per day. If you want to tweet more then the limit, you’ll have to upgrade to a paying account.

The YouTube vlogger also talked about Twitter “tribes.” Like other social media platforms, Twitter algorithms suggest people for you to follow. It also recommends you to people with a similar interests. Interestingly enough, my tribe is other writers and photographers, so I’m adding new hashtags, such as, “#romancereaders” and “#photographylovers,” to my tweets. Hopefully, this will attract more prospective readers and art buyers.

From time to time I’ll log on to Twitter itself, but certainly not every day. If a major news event is happening, particularly in my local area, Twitter is the best platform for real time updates. My tribe mostly tweets about their writing. So if someone asking a question about their writing, and I think I can help, I’ll send them a reply. I honestly enjoy helping other writers whenever I can.

Even though my tribe is a friendly one, I’m still very cautious about what I say on Twitter. If there is anything which could possibly be perceived as, “controversial,” then rest assured, someone will get pissed off and start screaming and name calling. Hate to say it, but the vlogger was right. A grown man or woman will indeed behave like a middle school kid. This is why Twitter is, unfortunately, a hostile platform. I find it very sad. It has the potential to be a whole lot more.

Gayle Martin

What it Means to Support the Arts

There are times when I may ruffle a few feathers, but so be it. Some things simply have to be said.

Those who regularly read this blog know I write novels, mostly as Marina Martindale. I’m also an art photographer, and I use social media to promote my books and my photography.

I was on Facebook the other day and came across a post about supporting the arts. It had plenty of likes, but there was a problem. The people creating the posts, and hitting the like button, may have thought they were supporting the arts, but they actually weren’t. Why? Because they weren’t telling their friends to BUY the art!

Hitting the like button doesn’t mean a damn thing

Whenever I post about my books and photography, I always include a link to a website where you can purchase the book or photograph. The posts will always get plenty of likes as well as comments such as, “Nice photo” or “I like really your book cover.” On rare occasions someone may say, “I’ve read her books and she’s great.” That’s the kind of a comment I live for! Sadly, those comments are too few and far between.

Unfortunately, hitting the like button doesn’t help me pay my bills. So if you really want to support my art, (or another artist’s work), please buy a photo or a book.

No, it isn’t a hobby

I’ve never understood why so many people think of the arts as just a hobby. Colleges and universities offer advanced degrees in the arts. Film and television production is a multi-million dollar industry. Does any of this sound like a hobby to you?

Artists, writers and musicians work damn hard, and they spend many years learning their craft. If you ever took music lessons when you were a kid you probably remember just how hard it was, and most of you gave up long before you mastered the instrument. Now think of what it took for a professional musician to reach that skill level. Does that sound like just a hobby to you? Do you really think hitting a like button on social media is all you have to do to “support” this artist? Seriously?

If you really want to support the arts then put your money where your mouth is

If you really want to support a musician then go to their gig and order a meal while you’re there. The venues who hire musicians do so to attract more paying customers. I realize some venues may be pricey, however the appetizers are usually less expensive. Trust me, I’ve eaten a lot of chicken quesadillas at friends’ gigs.

If you really want to support an artist then buy their art. Most authors have their books available for the Amazon Kindle, and you can download a copy for a few dollars. You can also get a Kindle app for free for your phone or tablet. Books make great gifts too, so if their writing genre isn’t your thing, you can still buy a copy for someone else.

You can also share their posts with a click of a mouse. Word of mouth and organic reach really are a thing, and it really does help get the artist’s name out there. Best of all, it only takes a few seconds of your time, and it doesn’t cost a thing.

Same goes for visual artists. How hard it is to share a post or click on a website link? You just hit the like button, so you obviously like their art. Visiting their websites helps improve their Google rankings, and many artists have their work reasonably priced.

Can’t afford to buy a framed print? Then you can probably buy the same photo on a coffee mug. You certainly can on my website. It only costs a few dollars, and it really does help support the artist. It will also be very much appreciated. Having someone tell me how much they enjoyed reading my book, or how much they like having a piece of my art in their home, means more to me than you could possibly imagine.

Gayle Martin

To learn more about my books please visit my website at martinamartindale.com.

To see my photography please visit my website at gaylemartinphotography.com.

Is the Social Media Fad Ending?

As authors we’ve all been told social media is our best marketing tool, and it is. However, the Internet is always changing. Nowadays, at least by my observation, social media seems to be waning in popularity. My main social media accounts are Facebook and Twitter. I’ve been using both for years. A few months ago I started using Instagram, but so far I’m giving it a big, fat, meh.

I’ve spent most of my social media time on Facebook. It used to be a lot of fun, and, for a time, Facebook was a popular fad. Everyone was on Facebook. Those who weren’t just weren’t cool. People posted photos of their kids and grandkids and talked about their hobbies and interests. I shared my book covers on Facebook and I’d post about the current book I was writing. I also started a business page under my pen name, Marina Martindale, which has hundreds of followers. So, what changed?

For me, social media started changing when people began posting their politics. It created an us vs them atmosphere, which was both divisive and hostile. As an author and artist, I’ve worked hard to build a following. Therefore, I keep my politics out of social media because I don’t want to alienate any of my fans. Facebook and Twitter, however, added their own fuel to the proverbial fire when they took sides and started censoring people on one side, but not the other. Strange business model. I’ve never understood the concept of pissing off half of your customer base. But hey, that’s just me.

The Covid pandemic has made the one-sidedness, and the censorship, so much worse. Here’s a fun fact for you. Doctors don’t always agree. Remember the old ad jingle about four out of five dentists agree? So where was the fifth dentist? Don’t ask on Facebook or Twitter. They will censor you just for asking. Nowadays Facebook will put you in “Facebook jail,” if you so much as say, “boo!”

We Americans are accustomed to speaking our minds, and everyone has the right to their own opinion. We don’t take kindly to censorship, and many walking away from social media as a result.

By my own observation, I’m seeing fewer posts on Facebook from friends who used to post frequently. Others have closed out their accounts entirely. I’m seeing less traffic on my business pages. I’ve also stopped advertising on Facebook because my ads no longer have the reach they once had. Now in case you’re wondering, I’m not alone. My marketing guru tells me she’s seeing the same issue with other clients. Like any other fad, Facebook, along with other social media platforms, has apparently run its course. What was once new and exciting has become, “Been there, done that, and you can stick your censorship where the sun doesn’t shine.”

Once a customer walks away from a business, they’re gone. They don’t come back. I’m also seeing people forming new social networks, such as Parler, but they’re niche networks. While I make no claims of being a social network expert, I think smaller, niche social networks may become the trend in the future. Yes, Facebook and Twitter will still be around. MySpace is still around. However, I think their popularity has peaked, and I doubt they’ll ever regain the following they had before.

So, where does this leave us as authors? I have no plans for closing out my social media accounts, but I’m now focusing more of my marketing on email newsletters and blogs.

Gayle Martin

How to Create a Book Video

One of the perks of being a novel writer is learning new skills, and one of the new skills I learned was video production. Book videos are a must-have tool for building your brand and marketing your book(s). They’re like a TV commercial or a movie trailer and they’re used on websites, blogs, and social media. There are several different ways to go about producing a book video. The most common are slideshows, author readings, and book trailers

Video Slideshows

Back in the mid 2000s, when I wrote my Luke and Jenny series of historical novels for young readers, Internet videos were a new technology. Video editing software was expensive and difficult to use. So, back then, many authors produced video slideshows, which were easy to create in Powerpoint. My first two book videos were simple PowerPoint presentations that I produced myself for very little money.

Even today, you can still create a nice video slideshow without having to spend a lot of money. Powerpoint has come a long way, and nowadays you can animate slides, record voice overs, and add music tracks to your presentation. Or you can take it to the next level and produce your slideshow in iMovie or one of its Windows counterparts. Whatever approach you take is entirely up to you.

Author Readings

Thanks for smartphones, we all have a camcorder in our pocket. Those authors who wish to make a more personal connection with their readers may opt to read a portion of their book to their readers. Such videos are inexpensive and easy to produce. All you need is a smartphone, a tripod, and some basic video editing software, such as iMovie.

Lighting, however, may be a challenge, so you should definitely take some test shots of your set before you begin shooting. If you have the means, consider hiring someone to shoot the video for you. A professional will know how to light the scene and can determine which camera angles are the most flattering. Either way, be sure to read a sample that’s interesting and action packed, but don’t give too much of your story away.

Book Trailers

Book trailers are like movie trailers. You shoot a few scenes from your book, but like the author reading, you don’t want to give too much of your story away. The idea is to entice a potential reader.

Unlike slideshows and author readings, book trailers are more expensive to create, and in most cases you’ll need to hire a professional to produce the video for you. Be sure to read their contract carefully before you sign. You may also need to hire actors. If so, they will need to sign a release form, granting you their permission to use their image. There are many release form templates available for download on the Internet, and oftentimes they are free.

Whether you are creating your video yourself or hiring a pro, there are a few things you need to be aware of when it comes to producing a video.

Royalty Free Doesn’t Mean Copyright Free

Some people think royalty free means copyright free. However, this isn’t the case at all. Royalty free is a term for a particular type of licensing agreement. Simply put, it means you don’t have to pay the right holder each time their image or music is used. You still have to pay a one time licensing fee up front to use the footage or music. There may also be limits on how the footage or music can be used. For example, it may be limited to editorial or non-commercial use only, so be sure to read the fine print carefully.

Other Sources

Pond5 is my go-to company for video production. You name it, they probably have it. Stock footage, music, photos, and whatever else you may need. Shutterstock and Can Stock Photo are also good sources. All of these companies will charge a fee, so you may want to shop around. Be sure to read the licensing agreement before you buy, and be wary of any website giving you “free” stuff. The quality may not be that great, and you may be buying pirated materials.

And finally

Whether you’re doing a simple slideshow video, or hiring a professional and doing a full board production, it’s important to remember that content is king. You want viewers to take an interest in your books, but you don’t want to give them too much information either.

I’ve posted one of my book trailers below. It’s for my Marina Martindale contemporary romance novel, The Deception. I’ve come a long way since I created my first book video. Instead of a simple Powerpoint slideshow, I’m now producing book trailers.

Gayle Martin

Author Business Cards

an overlooked book marketing tool

The lowly business card. One of the most overlooked, and underused, tools in an author’s promotional arsenal.

I studied graphic design in college, and one of my instructors taught us to think of a business card as a billboard in miniature. It’s an advertisement for the product or service you represent. Sadly, too many people don’t see it that way. Many of the business cards people hand me are so poorly done I want to dump them in the recycling bin. Honestly, it’s not hard to design a professional looking business card that helps promote your book. (Or your product or service.)

Use easy to to read serif fonts

You want your message to be understood. Therefore, it needs to be easily read. As a graphic designer, I suggest using serif fonts. Serif fonts are easier to read than sans serif fonts. Common serif fonts include Times New Roman, Baskerville, Century Schoolbook and Garamond. All are attractive and easy to read. I highly recommend using them for your most important information, such as your name, phone number and email address. If a fancy, decorative font makes this information too hard to read, your card may end up in the trash.

Use a light colored text on dark backgrounds

Someone once handed me a business card with tiny red text on a dark brown background. Both colors had the same value, meaning there was no contrast between them. This made her phone number and email address unreadable, so her card went into the trash.

If you must use a dark background, use a light color for your text, such as white or yellow. Ideally, you should use a light background with black or navy blue text. Light texts on dark backgrounds are hard on the eyes.

Keep the font size to a 9 point minimum

I’ve been frustrated to no end trying to decipher phone numbers and email addresses printed with a 6 point, or smaller, font. Even with my strongest prescription glasses, the type is too small for me to see clearly. My graphic design instructors taught me that any font size smaller than 9 points is very difficult for people to read. If I can’t read it, the card goes into the wastebasket. No exceptions.

Don’t be cheap

I get it. Money is an issue for many of us. However, you want to avoid cutting costs on your business card. A cheap looking card makes you look, well, cheap, and no one wants to do business with someone who looks like they don’t have any money.

One of the biggest no-nos is printing out your business cards at home. I recall a business association meeting where someone asked the woman sitting next to me for her card. She smiled and proudly handed that person a home printed printed card. The person she gave it to responded with, “Oh, I see you’re using Papers Direct.” That was it. She was done. What could have been a good business lead instantly went sour. Don’t be that woman. A homemade business card makes you look like a rank amatuer.

Be careful with online templates

Online business card templates have become popular with those on a budget. However, other people are using the same template too. I have, on occasion, ended up with identical business cards from different people in different occupations who used the same background template. This made it all too easy for me to pull up the wrong card. If using an online template keep it simple, and stay away from the artsy fartsy Vista Print background templates with all the flowery swirls.

The best design for author business cards

For you authors out there, I recommend a designing simple card, with your book cover or logo, along with your name, website and contact info. A plain white, ivory, or pastel background should work just fine. If your budget is small there are plenty of online printing companies, such as PrintingForLess.com, who can print 500 4-color cards for around $50, including shipping. If needed, they can also help you design your cards.

Remember, your business card represents you. Oftentimes it’s the first thing people will see about you, and you want to give them the best impression you possibly can.

Gayle Martin

Book Signing Etiquette

Whether it’s a bookstore, a book fair, or other special event, book signings can be a lot of fun. They’re a great way to engage one-on-one with potential readers and network with other authors. However, we authors can sometimes allow our enthusiasm to get the best of us.

Treat other authors with respect

The worst experience I ever had at a book signing was during a big event weekend in Tombstone, Arizona. The local bookstore had invited so many authors to come and sign their books they ran out of space inside the store. So, they seated me, along with one other author, on the boardwalk in front of the store. Strategically, we had a great advantage. There was a lot more foot traffic outside the store, and we were right next to the door. Customers had to walk past us before they went inside. I should have had one of the best weekends ever. Unfortunately, it didn’t happen. The other author completely sabotaged it.

He was a nonstop talker who talked and talked and talked about anything and everything. Yak, yak, yak, yak, yak. He wouldn’t shut up. Not even while I was talking to potential readers, or trying to close a sale. And yes, he actually killed some of my sales.

As if this weren’t bad enough, he started babbling about a controversial book he planned to write about his religious beliefs. So while I’m trying to talk to my customers, he’s quoting Biblical scripture, chapter and verse, in a very loud voice. Not only were people no longer stopping at my table, they were literally running away.

I strongly believe in religious freedom. However, this was not the venue for a religious debate. I normally did well at Tombstone events. This time, however, I had a disaster. I hardly sold any books, all because of one very self-centered author who couldn’t keep his stupid mouth shut.

A book signing is not a place to socialize

A book signing is where authors come to connect one on one with their readers. If there are other authors at the same venue, as there often are, please show some respect and a little common courtesy. Keep your conversations with other authors brief, and try to limit those conversations to those times when there are no customers around. Most importantly, keep your mouth shut while other authors are talking to potential buyers. Nothing says rank ametuer louder than interfering with another author’s sale.

Gayle Martin

Should I Enter a Book Competition?

From time to time my inbox fills up with calls to entry for various book awards. I always have mixed feelings about entering. While winning an award is certainly a good thing, there is also a downside.

PROs

I’ve entered competitions in the past and some of my books, such as Billy the Kid and the Lincoln County War, have won awards. I’m not going to lie to you. There’s nothing quite like the euphoria of knowing that your book beat out dozens, if not hundreds, of other entries. Awards are also a nice marking tool. There’s nothing quite like having that award sticker proudly displayed on your book cover. In fact, I’ve included one of mine. Not to brag, but to point out the downside to winning a book award.

CONS

I won the award in 2007. By 2010 my book looked dated.

The other big drawback is the cost. The last time I tried to enter a book competition the early bird entry fee was $90. They also wanted four printed copies of the book. By the time I added in the cost of the books, and my best guestimate for the postage, I realized I’d be spending at least $120, if not more. Just to enter one title, in one category. If I wanted to enter a second category the cost would double. Competitions aren’t without risk. There is no guarantee your book will win. As I thought it over I realized I’d be better off spending that $120 dollars on advertising my book.

So, is entering a book award competition a good idea? You’ll have to decide for yourself. If you have the inclination, and the budget, then go for it. Who knows? Your book could be a winner. However, if you don’t have the money, or if you feel unsure, then don’t. While it’s nice to win an award, it’s no guarantee that you’ll sell more books.

Gayle Martin

How to Write a Good Description of Your Novel

From time to time I get emails from other authors announcing their latest book, including one from someone who’s been writing novels longer than I have. It had the usual announcement, along with the book cover and a description. The description, however, was problematic. It was at least five hundred words and it described the entire plot. Once I finished reading it I had no incentive to buy the book. I knew the story from start to finish.

One of my mentors taught me to write descriptions of ten to one hundred words, and nothing longer. Over time I’ve discovered that a fifty to one hundred word description works nicely. I also write teasers, not plot summaries. The whole idea of a book description is to give a potential reader a general idea of what the story is about. It should also entice them to read more. In other words, it’s ad copy.

I’ve pasted the descriptions for my Marina Martindale novels, The Journey, and The Stalker, as examples of effective teaser descriptions.

The Journey

Cassie Palmer’s world is shattered when a car crash leaves her hospitalized and fighting for her life. Her husband, Jeremy, begins his own frightening journey when he meets Denise, one of Cassie’s nurses. Denise seems familiar, but while he may no longer remember her, she has neither forgiven nor forgotten how he jilted her, years before. Denise seeks revenge and Jeremy soon vanishes under mysterious circumstances, leaving his grieving wife behind. As Cassie struggles to recover her life will take another strange turn, when an unexpected visitor reveals that things are not as they appear.

The Stalker

Rachel Bennett may have attended her ten-year high school reunion on a whim, but fate intervened once she saw Shane MacLeod. No longer the shy, gawky teenager she remembered, Shane has matured into a handsome and successful man, but her perfect evening ends when another man from her past suddenly reappears. Craig Walker had been her mentor until he became jealous of her talent and success. Now he intends to either have her, or destroy her at all costs. As Rachel’s family pressures her to take Craig to court, she can no longer ignore her nagging feeling that a tragedy is about to strike.