The Perturbed Publicist, Fourth and Final: “What are we here for anyway?”

For the past three weeks, I’ve covered a number of the business aspects of publishing. There are many, many things that you’ve got to do to survive in this industry, and I’ve seen the writer’s frustration that comes along with keeping your head above water. There’s an inherent danger in the publicity game, though—so many authors start working so hard on their own publicity that they forget about what it is they were made to do in the first place.

Uh…write.

Remember? The thing you love? The thing you were born for? The thing that got you into this cutthroat industry in the first place? Writing. I’ve been writing in one form or another since I was in the seventh grade. Granted, at the time, it was terrible stuff, but I thought it was the coolest thing in the world. I wrote in high school; it got better. I wrote in college; it got much better. I’ve been writing as a so-called “adult” ever since graduation four years ago, and I continue to grow, day by day. Practice makes perfect. Patience makes perfect, too—patience in yourself and patience in this industry.

I’ve had clients try to give up. They’ve been writing for years, and they have yet to make it on Oprah. They threaten to go back to the office job. They say things like, “Maybe writing isn’t for me. Maybe I just can’t do this anymore.” I want to smack these people, because I know a decision like this will haunt them someday. Writers are made to be writers, and you can’t escape that, no matter how frustrated you become and no matter how many rejection letters you receive. I’m sorry, but it’s true. Fight it all you want, but you are a writer. You will always be a writer, so save me the sob story and just admit it. What do I do to fight the writing blues? Let me give you a glimpse into Sara Dobie, Writer, instead of simply Sara Dobie, Publicist….

1)

Watch Wonder Boys. I realize Wonder Boys was originally a book by the ever-eccentric Michael Chabon. I realize it’s quite a good book, in fact. However, it’s the movie that gets me in the writing mood. It’s the story of Professor Grady Tripp—a once successful author who hasn’t had a new book in seven years. He’s writing, though. It’s a book he can’t finish, and it takes a catastrophe of comic proportions to get him back on the right track. This film makes me want to write because it reminds me why we write. We write because, in Grady’s words, we just can’t stop. I dare you to try and make it through this entire film without picking up a pen and paper. I dare you to stay away from your computer for a full twenty minutes after the final credits have rolled. Whenever you feel frustrated and bored with your art, watch this film, and feel the invigoration of words waiting to be put on the page.

2)

Study On Writing, by Stephen King. “Writing is not life, but it can sometimes bring you back to life,” says the brutally honest King in his study of the storytelling craft. Speaking from personal experience, I could not agree more. King wrote this memoir of sorts after being hit by a van—an accident that almost took his life and put the serious stuff in perspective. There is technical advice in this semi-autobiography, but it sometimes reads more like a love letter than an academic manual. To whom is the letter addressed? Why to WRITING, of course. On Writing will take you a bit longer than the two hours it takes to watch a film, but it’s time well spent. It’s like bringing out the big guns, when you’re horribly blocked or just horribly irritated with the last chapter of your new novel. I own a copy because of the notes I took, and it’s safe to say that most writers should. (Your library won’t appreciate you bleeding red ink on their property.) Plus, you may need to go back to the book often. If you’re a writer, there will always be the threat of a block. There will always be irritation, so why not keep your big guns around for the really rough days?

3)

Read something awful. This is the meanest of my three go-to fix-alls for bad writing days, but I tell you, it works wonders. Read something terrible. I have some favorites, but I feel like this may be more personal. For instance, if I really want to get myself riled up about the state of literature, I’ll skim The Da Vinci Code. The short chapters and constant cliffhangers make me giggle, and they also make me want to do a better job than good old best-selling Brown boy. It makes me want to sit down and write a book that will blow his out of the water—not in sales, but in quality. A book I write will never beat his numbers, but I can blow him out of the water in craft. Suggestions for you? Check out bad blogs—there are plenty of them nowadays, owned and operated by bad writers who think they’re good. Another personal favorite? Go to ESPN.com and read the message boards. I have never seen such atrocious grammar or sentence structure in my life, and it’ll make you want to be the next Proust with the 3200-page Remembrance of Things Past. Writer’s block? What writer’s block?

With that, I leave you to it. Be your own publicist, but first and foremost, please be your own writer. We’re in this industry because we love it. We’re writers because we love it. It’s frustrating, it’s hard, and it’s what we do. It’s what we will always do, because you can’t run from your passion—it will catch up with you eventually.

Posted by: Sara Dobie

"But I'm not newsworthy!"

Yes, you are.

You have a book, and how many people can say the same? You're a writer, and it's totally cool; so why shouldn't people hear about it? Why shouldn't they know all about you? This does not mean you should tell strangers what you had for breakfast, and it does not mean you should tell your editor about the fight you had with your significant other. It does mean that you need a newsletter, and this opportunity for free publicity is not something to fear. I'm going to make it easy on you. At my office, I put together a company newsletter once every two months. You may wonder, "How does she do it?" Or better yet, "How does she actually enjoy it?" It's simple! Once you learn the tricks, you'll be a master of the lost art of newsworthy newsletters.

1)    The dreaded CONTACT LIST: Why spend the time on a newsletter if you have nowhere to send it? I'm sure your family will want to see it, but your family can only buy so many copies of your book before going broke. A good contact list takes time to develop, and it should never stop growing. It should be all over the spectrum, covering every base in every industry. What kind of spectrum am I talking about? Start simple, with your author friends. You're all writers, so you can all enjoy reading about what you have in common…writing! Next, go into media territory. Is there a certain reporter at your local paper who covered your book release? What about a television anchor who showed up at one of your events? These are the people to get on your contact list. Something in your newsletter may catch their eye, and little lucky you will be all over the news again. Then, there are educators. Did you do a school visit recently? Add the school media specialist and principal to your list. Are there locally owned book and gift shops in your backyard? They should be on the list, too! Then, there's your publisher's publicist. They should know what's going on, and finally, yes, keep your family and friends on the list. Why not? They have to love you, right?

2)    It's all about TIMING. A newsletter should not be once a week. It should not even be once a month. I say stick to bi-monthly. Don't be annoying. I mean, seriously, how much could really happen in a month? You don't want people to start blocking your emails, simply because they're irritated. Plus, it will build a sort of anticipation as the two-month time span nears conclusion. Your friends will start asking about your newsletter, and if you're lucky, so will bookstores owners and educators.

3)    It's about SAVING MONEY. It should go without saying, but just in case….this newsletter of yours….it should be sent by email only. In this tech-savvy age, if someone doesn't have email (okay, make an exception for your grandmother), forget about it. You cannot afford printing and postage costs, so just don't go there. Email. Email. Email. Also, post your newsletter on your website. (YOU HAVE A WEBSITE NOW, DON'T YOU?! Yeah, that's what I thought!) Look into a program like Microsoft Publisher, which actually has a newsletter template for you to use! Publisher can easily be turned into a PDF file, which is what format you should use to post the newsletter on your site.

4)    Use your FRIENDS (in a good way): You have friends in the industry. It's hard not to, once you're published. You have editor, publisher, reporter, and writer friends. Use their expertise to spice up your newsletter. Solicit them for information and quotes. Ask them to write articles. Not only does their wisdom help others, but it also gives them free exposure. It's a win-win scenario, and it endears you to your readers. And how about when your friend's new novel garners an award or a rave review? Mention it in your newsletter! Why not? We're all here to help each other, right? (Of course, if your book happens to get a similar award or rave review, that should be front and center! After all, it is your newsletter.)

5)    Don't fear PHOTOS: You should always be taking pictures at signings, school visits, and presentations. It puts a face by the name. It gives you the appearance of being friendly, even if you aren't. Put those photos in your newsletter. It's kind of like a kid with a picture book. Sure, they like the story, but they're really there for talking animals and rainbows. The same is true of most adults. We like photos alongside news stories, because those photos make the stories pop. The photos give us a visual, and even though your wealth is based in words, you're still a human being. So don't be afraid of putting a face beside your name. Now that you have a starting point, get to work, and make your own newsletter that is truly newsworthy.

Posted by: Sara Dobie

Did you know that my neighbor has written a novel?

Well, neither did I, until she found out what I did for a living. Now, I’m no longer the annoying woman from Ohio who laughs too loud at stupid comedies and listens to talk radio while getting ready for work everyday. Now, I’m “in publishing.” Now, I get fresh baked cookies on weekends and courteous inquiries about my job. And I know what’s coming—in two weeks, she’ll finally get up the guts to ask me to look at her manuscript, and I will politely decline, saying farewell forever to fresh baked dessert.

It’s not that I don’t want to discover the next James Patterson. It’s not that I’m jaded or an eternal skeptic. It’s just that, in regards to manuscripts, I am powerless. That does not mean that you, as a prospective New York Times bestselling author, need to be powerless, as well. There are tricks to the trade that give you the edge, and it all comes down to one word: research.

1)  Know the PERSON: What on earth would possess someone to send a manuscript to a public relations manager? I have no idea, but it happens all the time. I’ve gotten emails, letters, and phone calls from authors pitching their ideas to me. While I appreciate their passion for the project, there is nothing I can do for them. It wastes their time, and it wastes my time, too. If they would take but a few moments to visit our company website, they would find the name and contact information for our editor. So do it! Then, once you have the name of that all-powerful editor, kindly use it in your communications. Perhaps, when irritable, I may call coworkers by their titles (“Hey, gift shop sales!”), but it’s not very friendly. If you can find a name, use it. If an editor’s name is used often in reference to a certain publishing house, be absolutely sure to use it. Otherwise, we’ll know you didn’t do your research. You don’t know us; we don’t want to know you. Which brings me to number two…

2)  Know the PUBLISHER: This very morning, I listened to my office manager on the telephone in her office. In her lovely, personable voice, she struck up a conversation with the disembodied voice on the other side of the line. It became evident to me that the voice on the line had not done his research. He had, however, gone into his pitch—a nice sales tactic, but even in sales, you need to know your customer. This man was pitching a full-length memoir to my office manager, and we only publish children's picture books. Not only did he not know our editor, but he didn’t even know us. It would have been more useful for him to pitch his personal banker than our office manager. It comes back to research. Once you’ve completed your masterpiece, you have to take the time to investigate your options. I know you’re excited that your book is finished. You want to shout from the rooftops and start sending, sending, sending. However, this will get you nowhere if you don’t know where to send! You should start with The Writer’s Market, otherwise known as the Publishing BIBLE. (It’s available in paperback and in an online format, although purchase is necessary, either way.) Buy the newest version, and get to work. Here, you will find publishers listed with full company details, including website addresses. (For children’s book publishing, check out the Society of Children’s Book Writers and Illustrators, too!) Once you’ve made your Writer’s Market list of prospective publishers, keep the research going. Visit their websites. In this electronic age, websites are going to have the most up to date information. There, you will be able to find the names of editors and usually manuscript submission guidelines. Know your prospective publishers. If you’re lucky, you may be in business with one of them for a while, so don’t tie yourself to a sinking ship.

3)   Know YOURSELF: By yourself, I am of course referring to your manuscript, which in turn directly relates to your query letter. Don’t groan. I know we all hate query letters. There are about a million articles and websites about writing the perfect query letter, and you should do some research in this arena. However, no amount of research is going to write your query letter for you. You have to be a researcher, but you also have to be a writer. Some tips from the battlefront?

•  Okay. Let’s talk etiquette first. It may seem simple, but make sure your letter and manuscript are in good shape. DO NOT submit a manuscript with a coffee stain. It’ll be in the trash before you can say, “slush pile.”

•  When you submit your query letter, DO enclose an SASE—Self Addressed Stamped Envelope—when using snail mail. It’s common courtesy, and we’ll take it as lack of professionalism if you forget. It all goes back to following directions! And DO NOT always expect a response.

•  If your book includes illustrations or photographs, DO NOT tell the editor what those illustrations or photographs should look like. The editor is not interested in the artistic process; the editor is interested in your manuscript, and the only thing touched upon in your query should be your manuscript. You are the writer, not the designer.

•  Finally, publishing may be a creative industry, but it is still a professional industry. DO NOT include personal information in your query letter unless it has direct bearing on your qualifications to write your manuscript. Editors don’t want to hear about your pets or your offspring who don’t treat you with respect. We don’t want to hear about all your other manuscript rejection letters, and trying to make us feel guilty will not up your chances of acceptance. Instead, you’ll just tick us off, and we do not want to work with an author who will just tick us off. Do your research! If you respect the process, the process will respect you!

Posted by: Sara Dobie

My mother knows how to text message. She also recently learned how to send picture messages. This is the woman who used to make me type letters for her because she said it would take twenty seconds for me to do something that would take her an hour. Now, she types her own letters. This is technological evolution. It exists in the Dobie family, and it exists in publishing.

That's why I just don't get it when authors aren't tech-savvy-when they don't even put effort into becoming tech-savvy. We aren't a society of typewriters and snail mail anymore. The internet is king, and we must bow at its feet. Yes, you may feel fear at first, like John Conner in Terminator 2, running from the robots. But you have to realize that without this evil online empire, you-and your book-will fail.

So, you ask, how do I make friends with the information super highway?

Well, listen, dear readers, and learn.

1)    Website AND Blog: Oh, the dreaded BLOG. Wait, don't skim ahead yet. I'll start with websites. You-and your book-need a website. This website is for both of you. It introduces you to fans. It puts a face by the name, and a cover image to the book. It makes you a person, not just a name on that fancy book's cover. You will be more likely to schedule events, garner media appearances, and increase sales if you are more than just a name. You, just like your readers, have a life outside of your work, and fans like to hear about it. Onto the blog. Blogs, for those of you who live in caves, are like online journals where you can write your daily thoughts and post news and upcoming events. Again, the idea here is to make you into a person-to make you of interest. You're selling your book, but you're also selling YOU. Get a website! Do it! It's the first step to tech-savvy.

2)    Google Alerts: I love Google alerts. Sure, hypothetically, they could be used as a fancy stalker method, tracing the activities and Facebook postings of ex-boyfriends. (Not that I know anything about it….) However, more importantly, they let you know when you make news. All you have to do is go to www.google.com/alerts. This takes you to a website where you can type in words and phrases you'd like to monitor. In other words, you should type in your name and the name of your book. That way, whenever you are mentioned on the web, you'll be sent an alert. I suggest posting any received media coverage on the website (that you created already, RIGHT?) so that other people can see how important and popular you are. You can also make friends with the media by sending them thank you emails whenever they write about you. People like the words "Thank You." Use them often. Being tech-savvy means being aware of what's out there, and Google Alerts will get you there.

3)    Free Press Release Distribution Services: If your first question is "What's a press release," we have bigger issues. Press releases help keep you in the limelight. (There are about a million websites with tips on writing these. Just search "press release" online, and you'll have more info than you ever could have wanted.) Anytime something good happens, you should be writing and distributing a press release to your local media and posting the press release on your website. Then, comes the tech-savvy part. Post your press releases on free press release distribution websites. Examples would be PR.com, PRlog.com, Pressexposure.com, and many, many others. These sites allow you to post your news for free. Here's the key-let's say Joe Shmo from Idaho wants to look up something about you. He types your name into a search engine, and things pop up: your WEBSITE, your BLOG, and then, press releases. He's taken to a press release distribution site, and he reads about your recent award won, conference appearance, etc. It's an online presence. It's your online presence, and it didn't cost you a thing. The fact is, the easier you are to find online, the better your chances are of success in this new publishing world of internet and text messages. So get out there and become tech-savvy…we'll all thank you for it.

Posted by: Sara Dobie