Archive for Book Marketing

Client Success: Joan Kaplan’s Heartfelt Fare Blends Memoir and Recipes

Info/schedule for Memoir classes.

The truth is Joan Kaplan is writing a novel. The commitment and the act of producing the drafts doesn’t shock her.

Joan Farbstein Kaplan at stove“What has surprised me,” Joan shared, “is my ability when I’m entrenched in writing to shut out other aspects of my life, like taking my dog out.”

She jests…somewhat. No need to call the ASPCA; her dog is very well cared for.

Yet while she steadily drafted the opening chapters of her first fiction book, she took a detour and left it all alone for a few months after one spring day at her weekly coaching session with me.

She arrived with a tattered pair of treasured recipe collections she had created, one 15 years ago and the other 8. She showed me one group and its intricate mailing package, then wrangled the other photocopied pages escaping the raffia that once decoratively corralled them. Both were fun family projects.

“For each recipe book I create, I combine my love of food, my passion for entertaining, and my desire to give a meaningful gift to friends, clients, and other supporters.” As I examined their uniqueness, she talked passionately about creating another, adding this time she wanted to produce more copies. Maybe 500.

I asked, “Do you want to hole-punch and tie raffia on 500 copies? Will your daughters really chip in?”

Joan looked dismayed, but not deterred. I continued, suggesting a professional layout, 4-color card-stock cover, and spiral binding for durability…and to save her time. She smiled.

“The purpose for this collection,” she added, “is to celebrate my 10th year in real estate.”

“Well, wouldn’t it be extra special if you added a story about where the recipe came from, when you serve it, and how it’s exceptional to you?”

She smiled brighter…and added even more, sharing the news that her family was starting a foundation to support four charities in her neighborhood of Oak Grove. Proceeds from donations gathered by the distribution of the cookbook would join contributions from her family each time she is involved in a real estate transaction to support Atlanta Hospital Hospitality House, Contribute2America, One Good Deed, and Ruffus Rescue.

“Why not combine all of them?” I recommended, and soon we were underway.

As she pulled together recipes and wrote stories, I coached her on content while organizing and editing, then I walked the project through the design and printing process.

Joan.Kaplan.Heartfelt.FareJoan self-published using a local artist, a local designer, and a local printer, sharing, “I believe wholeheartedly and ‘whole-financially’ in keeping things local and supporting the independent contractor.”

Ten weeks after that initial meeting, Heartfelt Fare: A Collection of Favorite Recipes from My Home to Yours was published. Thus far, after personal and mail deliveries, a rousing launch party at Vista Yoga featuring generous donations amongst fabulous bites and bevs from the book’s recipes, and then additional marketing from Joan, more than 700 are now at home in kitchens.

Fueled by the positive response to the recipe book, Joan returned to writing the novel with more gusto.

“By meeting with Wayne, I continue to grow confidence for my dream of sharing my writing in bigger ways,” she said. “One highlight of my otherwise very full life is meeting with him to talk about what I have written.”

I enjoy it too, but continue to wonder which Friday she’ll bring my favorite mouth-watering dessert from the book—a Lemon-Dream-Come-True! I am quite aware we would simply eat and get little done.

And the truth is I’ve got the recipe!

Photo of Joan by Karin Koser.

Guest Post: Author Ann Temkin and The New Term for “Book Marketing”

“The real work begins after the book is published,” Wayne said to me a year ago as he shared marketing ideas.

Don’t think so, I thought. I’m working like crazy now writing it. And besides, I despise marketing.

The day before Thanksgiving 2014, Sight in the Sandstorm: Jesus in His World and Mine was published. My book combines personal memoir with stories about the very Jewish, liberating Jesus living in turbulent 1st century Palestine ruled by the violent Roman Empire.

Ann.Temkin.book.signingOnce it was published, reality hit: I had to sell some. I wrote the book to say something, and over time I had even come to believe that what I had to say was important. So I wanted people to read it. Then there was the practical reality: I’d spent money getting published with fees for design, copyright, bar code, editing, etc., and I needed to recoup costs.

That meant getting the word out. But how?

For months I worked every day at something I didn’t call “marketing.” Nine months in, I’m still doing that, but not every day. Though Amazon and Kindle helped, I’ve found over 60% bought directly from me, and probably at least half those who purchased through Amazon did so because of some connection with me or with someone who bought a book from me. So, I’ve focused on four areas: book signings; book store events; webpage and social media; and what I call “wherever-I-go-the-book-goes.”

Ann.Temkin.Sandstorm.finalA solo book signing event where I have 45 minutes to talk about the book, read a brief section, partake in Q & A, and sign books is my favorite. Excited friends at two churches offered to host book signing parties right away. I sold and autographed 39 copies between the two wonderful events. I have some booked in the future and am exploring possibilities at churches, synagogues, and other spiritual centers by asking people I know. I’ve met great people and had wonderful conversations, and when people meet an author, they generally want to buy the book! Maybe two or three!

Bookstores haven’t been so great. Most bookstores won’t give a self-published author a solo, and I understand that. I have joined events with multiple authors where I get three minutes for “the sales pitch.” Though the owners were great and it was interesting to meet other authors, my experience was that most people come to these events looking for mysteries, romance, or children’s books.

Social media is a must to build momentum; I focus my efforts on Facebook. Everyone says you have to have a website and blog. In my case I haven’t seen a lot of results from these. Writing blog posts is a huge task, and I haven’t committed the time.

Ann.Gurney.Book.Sales“Wherever-I-go-the-book-goes” has been really fun and the biggest surprise. I’ve learned to carry the book deftly with the back cover facing people as close to their eye level as possible. Doing this casually takes practice! People see the picture and say, “That’s you! That’s your book!” and pretty soon I’m selling a copy and signing it for them. I’ve done this at meetings, professional organizations, even the dentist, but I pushed the farthest when I was at the hospital for a colonoscopy. There I was, lying on a gurney covered with a sheet, clutching my book—back cover up—on top of my stomach…and two nurses wanted it!

Most of “us writers” don’t like marketing. And in general we aren’t good at what we don’t like. So I deleted the term “marketing” from my brain, and I began to think “teaching” or “healing” or “having fun experimenting.”

What name would work for you in boosting your enthusiasm and confidence to get your book sold?

Ann’s book is available on Amazon, or pretty much wherever you happen upon her!