Book Marketing 101: What Works and What Doesn’t

Part 1: Start with Great Content

This is the beginning of a series of posts I am calling, “Book Marketing 101: What Works and What Doesn’t.” I have wanted to write this series for a long time. There are so many opinions when it comes to marketing books. I certainly don’t have the last word on this topic, but I do have some experience.

I have been involved in the book publishing industry for 30 years. My career has included working at three different publishers, serving as a marketing director, marketing VP, acquisitions editor, editor-in-chief, publisher, chief operating officer, and now, of course, chief executive officer. I was also a literary agent for six years and have written four books, including one that was on the New York Times bestsellers list for 28 weeks. I am currently writing a new book called, The How of Wow.

Book Review Friday: My Top Ten Favorite Business Books

Rather than reviewing one book this week, I thought I would share my favorite business books. I get asked this question regularly, most recently when I was lecturing at Vanderbilt University’s Owen Business School earlier this week.

I have blogged on this topic previously. However, it has been almost two years. Since that time, my list has changed. Only four of the previous ones are on the new list. However, all twenty (the previous list and this one) are excellent.

Seven Ways to Build Your Author Brand Online

On Saturday, I posted Four Surpising Conclusions About Author Websites. Yesterday, I posted on Why Every Author Needs a Powerful Online Presence. Today I want to address the how of building your author brand online.

Let me begin with a disclaimer. I am not a web guru. I am not a professional. I am simply a guy who has been blogging since 1998 (before they called it blogging). I have some degree of success, but mostly I have just tried to be a student of what works and what doesn’t work. And, I have made a lot of mistakes along the way.

Why Every Author Needs a Powerful Online Presence

Yesterday, I posted Four Surprising Conclusions About Author Websites. In case you missed it, I concluded that, for authors, building a powerful online presence doesn’t appear to have much to do with having (1) slick graphics or state-of-the-art technology, (2) a large media platform, (3) a large organization behind you, or (4) a young, hip image.

Joe Sheehan commented on the post and said,

Mike, I have a fundamental question. Why does it matter? Does a powerful online presence really make you a better author? I'm not convinced the two are well-correlated. Word-of-mouth recommendations would probably convince me to read an author more than an obscure website ranking.

Four Surprising Conclusions About Author Websites

A few weeks ago, in preparation for a meeting with one of my biggest authors, I visited his website. I was reminded again how many authors think that by just hanging a website in cyberspace they are somehow building their brand. As it turns out, not so much.

The site looked great. Nice graphics. Cool use of flash. Lots of razzle-dazzle. So I decided to run his site through WebsiteGrader.com. This simple tool is like a CAT-scan for websites. I was surprised at the poor results.

Book Review Friday: The Truth About You by Marcus Buckingham

A few weeks ago, we had Marcus Buckingham in to speak at our All Employee Meeting. He did a fantastic job. Because we are committed to building a strengths-based organization, we also gave a copy of his new book, The Truth About You, to each of our employees. I only wish someone had given me this message 30 years ago.

Note: If you are a blogger and want a copy of this book to review, please request a copy on our Thomas Nelson Book Review Blogger site. All you have to do is agree to read the book, write a 200-word review, and then post it online. Frankly, We don’t care if your review is positive, negative, or somewhere in between, so long as you write and post your review. This offer is limited to the first 100 bloggers who respond.

The Truth About You is a simple but amazing book. Well, it’s not exactly a book—it’s an experience. The package contains a DVD with a 24-minute film, an enhanced CD-ROM, an interactive book, and a ReMemo Pad.

Advice to First-Time Authors

As you might imagine, I receive a lot of email from would-be authors who are trying to get published. Because I make my email address public, it’s pretty easy to get to me.

However, by the time I hear from people, they are usually frustrated. They can’t get anyone in the book publishing world to respond, and they are convinced that they have a killer-idea. “If only someone would just read my manuscript,” they plead.

Choosing Which Books to Publish

My post, Too Many Books, Too Few Shelves, raised a lot of great questions about how we determine what we publish at Thomas Nelson. Therefore, I would like to address a persistent issue that was raised in the comments section of that post.

Let me say at the outset that I appreciate the robust dialog. It is very helpful to me, and I hope to other readers. Not only does it help me to clarify my position, but it may actually help shape my position. My thinking is not static, and neither is our strategy. It is a “work in progress.”

Why I Am (Still) Excited About Christian Retail

Last Saturday, April 12, I spoke to Christian Retailers at our inaugural Open House event. It was video-taped, and you can watch it here if you are interested.

Because the file was so large, I had to upload it as five separate videos. The total length is 40 minutes or so. However, if you click on the link above, it will play all five videos as a YouTube “playlist,” with each video playing one after the other.

Literary Agents Who Represent Christian Authors

Aspiring authors routinely ask me to recommend an agent. This is more difficult than you might think. For starters, we work with numerous agents and enjoy good relationships with all of them.

Second, it’s often just as difficult to find an agent as a publisher. Many agents are not accepting clients. However, if your project is good and you are persistent, you will eventually find one.