BOOK PROMOTION AND EVOLVING ART

The award winning first Natalie Seachrist Hawaiian Mystery

 As I examine the months since the launch of Prospect For Murder [the first book in the Natalie Seachrist Hawaiian mystery series], I realize I have not posted a blog regarding the never-ending art and science of writing for a long time.  I’ve started several, but details of the publishing and promotional processes have interfered with my sharing new author strategiesSince addressing the topic of my artistic vision for the book layout for Prospect For Murder in a previous blog, it has been released in hardcover, downloadable audio and ebook formats, and a 9-CD as well as downloadable audio book. Preparing for the promotion of each version has required re-examination of artwork and descriptive text, as each format varies in size and may appeal to a different target market

successful advertising and branding
Evolving Art and Text That Unifies Book Branding

Authors may separate their work into categories of writing, publishing, and marketing, but each of these activities should unite under a shared roof of unified branding.  And while today’s book marketplace includes many self-publishing authors choosing to offer downloadable rather than printed books, such works must still be accompanied by attractive art and typography to maximize their appeal to the sensory experience of potential readers.

There are many ways to make the appearance of a book pop within the massive listings of any genre.  As mentioned in my discussion of art for PFM, I have chosen to use an Island-themed gold frame based on Hawaiian heirloom gold jewelry to distinguish my book and the promotional materials with which I market it.  

Hardcover, Downloadable E & Audio Books, and CD Audio Book Art

Hardcover Books
Book jacket art
for the hardcover edition of PFM was the first design project I undertook.  After the evocative gold frame was completed, I realized it could be utilized for the entire mystery series.  And, with changes in the metallic color, it will be ideal for other book projects as well. Below is the first version of the book jacket, which was clearly too dark!

Prospect for Murder...in written and audio editions...the first Natalie Seachrist Hawaiian Mystery

9-CD Audio Book Albums

After I completed recording the 9-CD audio book, it was time to modify the book jacket art.  For the CD albums, my job was to shorten text describing the book and me, as well as the snippets of reviews.  My artist and typographer Yasamine June [you can view samples of her work at www.yasaminejune.com] then adjusted the size and proportion of her original artwork and dropped in my edits.

Downloadable Ebook and Audio Editions
The next task was designing website icons for sites offering the downloadable audio and ebook editions.  Our goal was to enhance a visitor’s recognition of the products being offered.  Therefore we created a conjoined image of the hardcover book jacket and a square edit resembling a CD case.  Wherever possible, this paired image is used to signify that Prospect For Murder is available in multiple formats.

Designing Promotional Materials & Your Author Website

The art of communication is one of the most vital skills a professional in any field can develop to help them in achieving goals and objectives in both their public and private living.  The following tools can be refined to maximize messages to colleagues, friends and the general public.

Artwork
I use the iconic paired image of the print and audio editions of PFM as artwork for both printed promotional materials and my author website.  Without intention, the colors for Prospect For Murder and Imaginings Wordpower were nearly the same, which has greatly simplified my choice in color palette. I am still contemplating where and how I will utilize the gold frame.

Titling
I have used the Peignot font for my promotional business, Imaginings Wordpower [www.ImaginingsWordpower.com] for many years.  Therefore, I chose to use it for the titling of book jackets, my author website, and all promotional materials for the Natalie Seachrist series.  This decision is especially appropriate since many of the historical details used in the series predate World War II.  The Peignot font is an art déco [or style moderne dating from the 1920s], sans-serif display typeface designed by A. M. Cassandre in 1937 for the Deberny & Peignot Foundry in France.  While this font is too stylized for lengthy text, it makes a viable statement for titling and headings.

Author Business Card
Unexpectedly, I discovered that the standard size of a business card and the dark haunting color of the hardcover and audio book art was not suitable to my new double-sided author business card.  To resolve these problems, I created a new image.  I did this by overlapping the frame of the hardcover edition with that of the downloadable audio edition.   In the lower right-hand corner, I inserted the gold hibiscus found in the corners of the frames.  This has proven effective, since the image is always accompanied by text providing my name and the title of the book.

Author Stationery and Forms
With use of the paired image of the print and audio books, plus the Peignot font, there were few decisions to make in creating my author letterhead stationery.  For most purposes, I place the iconic art image in the top left hand corner of the page and all contact information centered at the bottom.  This layout works for both letters and business forms [such as invoices]. 

Communicating Through Emails
Every piece of communication you generate is a marketing opportunity.  And while you may not use an outgoing email layout paralleling your letterhead stationery, you can strategically position artwork, logos, and other information to draw the recipient’s eye.  I put the paired book image and purchasing information in the top left-hand corner of each outgoing email.  For the signature section for all outgoing emails, I have added a link to my author website [www.JeanneBurrows-Johnson.com] my Imaginings Wordpower website [www.ImaginingsWordpower.com] and this blog [www.Blog.JeanneBurrows-Johnson.com].

Logo Notecards
For many years I’ve used what I call logo notecards to extend invitations, express gratitude, and confirm appointments.  For both portrait and landscape layouts, I place a logo in one quadrant of an 8.5 x 11 inch layout, with text positioned diagonally and upside down from the artwork.  The printed result is a sheet of paper that can be folded into a 5.5 x 4.5 notecard that will fit an invitation-sized envelope. 

Postcards
After discovering that postage was the same for a couple of sizes of postcards, I chose a dimension of 8.5 x 5 inches for my author’s promotional postcard.  Beyond displaying recognizable book cover art, this ensures sufficient space for a synopsis and book reviews, plus purchasing options.  The art and descriptive text pop against a simple white background, with a high gloss finish on the front side for durability and flat finish on the back, which facilitates use of a pen for personal messages. 

Sadly, I discovered a typo after receiving an initial order of the postcards.  And having continued to receive positive reviews, I realized I should have printed a small number of the cards initially, to allow for subsequent corrections and additions.  As my publisher has declined to reprint book jackets with the latest reviews, I’m glad my second run of postcards allows me to send out books as samples, or for review or sale with up-to-date information.

Other Promotional Considerations

Websites Displaying Prospect For Murder
As the release date for PFM neared, the number of websites featuring the book increased.  Unfortunately, some had received galleys displaying artwork devised as a placeholder for the book jacket art that was to come.  Without proper notification, these sites would continue to display the galley image as being representative of the published book.  Therefore, I suggest that authors releasing books through publishers or on their own, remain vigilant in cruising the Internet to ensure that the words and images describing them, as well as their work appear as they intend!

In addition, authors need to be aware that many popular websites selling and promoting books do NOT offer an easy means for having books reviewed or even displayed in categorical listings.  Most of the time, an author’s work is only visible if the visitor to a site knows the author’s name or book title.  I strive to see Prospect For Murder displayed under the following categories for each of its several editions:  Hawai`i; Hawaiian mysteries; cozy mysteries; cat mysteries; female authors; female detectives; female sleuths. If you have any tips to help me with this situation, please drop me a note through the contact form on one of my websites…

Wishing you the best in your creative endeavors,
Jeanne Burrows-Johnson
author, narrator, design consultant, motivational speaker

Further discussion of art is available at the following blogs:
Authors Design Dilemmas 1, April 2015
Confronted by a Fantasia of Fonts, May 2015
Rainbows of Color, May 2015
Winning Logos & Slogans, October 2015
Quality Book Production, February 2016
Harmonizing Branding Elements, August 2016
Book Promotion and Evolving Art, January 2017
Balancing Text and Space, February 2018
Successful Cover Art, December 2018

To learn more about the Natalie Seachrist Mysteries, including Murders of Conveyance [Winner, Fiction Adventure-Drama, 2019 New Mexico-Arizona Book Awards], Island recipes and other projects, please visit my author website at JeanneBurrows-Johnson.com.

For more ideas to strengthen your Wordpower© and branding, please visit: Https://www.ImaginingsWordpower.com.

FOLLOW ME:
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Amazon

Apple Books
Audible
Authors Den
Barnes and Noble
Blogarama
Book Bub
Cozy Mysteries-Unlimited
Good Reads
Hometown Reads
Midpoint
Smashwords

ACKNOWLEDGING MENTORS

So lovely to have my editor Viki Gillespie join me at a speaking engagement!

Acknowledging our mentors and consultants is a key authoring strategy!

There are so many aspects to the art and science of writing that it is easy to lose focus of mechanical details while completing a project.  Empowering your words fully means having access to technical experts for fiction as well as non-fiction.  Sometimes when we think of the people who’ve advised us about our work—or regarding life in general—it’s difficult to remember them all.  But the demands of book publishing eventually require authors to compose an acknowledgments section. Beyond being a gracious act, it can be a key authoring strategy in gaining the respect  of those who help you, as well as your readership.

In my own experience, I have learned that it is not good to wait until the end to begin documenting everyone who has contributed to your final product.  The simplest solution to this aspect of the editorial process is to keep notes on the people and organizations that are of assistance to us as a project develops.  As I have moved from Prospect for Murder to Murder on Mokulua Drive, and from Murders of Conveyance to Yen For Murder, I have copied the Notes and Acknowledgment portion from one manuscript into the next.  After removing references that are not pertinent to the current work, I continue to make quick notes as I progress through each book.  By the end of a project, I may not have beautifully composed text, but I have complete references that will allow me to polish the section. 

The easiest citations to track are for people connected to a library, institution, or government agency.  Of course, such organizations often have considerable turnover in staff.  That means you’ll need to verify whether a person remains in the job you’ve cited. Strategically inserting a phrase like “at the time” allows you to recognize a person’s help, even if you cannot verify their position as you go to press. 

During a professional writer’s research, some individuals will provide meaningful counsel for several years.  In my case, this category of advisers includes both generalists and specialists. Having described my protagonist Natalie Seachrist as the widow of a naval officer, I’m fortunate to have a husband who is a retired Lieutenant Commander.  When unexpected questions about ships and naval protocols have arisen, he’s been able to answer them quickly at unusual times.

There are also people whose contributions move beyond their specific area of expertise. For example, the late Kevin C. Horstman, PhD (who specialized in geological sciences and digital image enhancement) has shared concise knowledge of the realm of geology.  In addition, he’s provided understanding of geographical features and general scientific terminology.  This invaluable input strengthens my ability to write descriptively, and has inspired writing of passages I had not foreseen.

Through appendices and footnotes, an author can reference the contributions of such technical, scientific, or artistic professionals in non-fiction pieces.  Unfortunately, this is not appropriate to most works of fiction.  However, fictional wordsmithing can utilize prefatory remarks, or dedication of a book or other major work to recognize such people.  For even if you do not realize it, a reader’s expectations usually includes a desire to gain insight into how you have researched and shaped the work you are presenting to them. This is particularly true in the case of a series in which you will hope to gain a following from one book to the next.

Audio books require additional levels of attention to enhance the sensory experience of listeners.  As I prepared to produce the audio recording of Prospect For Murder, I remained alert to aspects of production that could fulfill a listener’s expectations. A major consideration was providing precise chapter breaks, so that listeners know where they are within an audio book.  It was also important to provide a distinct voice for each character.  As someone trained in the theatre arts, I know it is easy for a solo performer to become confused in presentation of multiple characters. 

Fortunately, I work with Jim Waters of Waterworks Recording. His experience in audio production positioned him to serve effectively as my director, as well as my recording producer and engineer.  One of the best formatting tips he shared with me for preparing recording scripts was ensuring each page concluded with the end of a paragraph and/or an individual character’s voice.  In addition I utilized various formatting to indicate how each passage was to be read.

As this first book in the Natalie Seachrist series reached its release date at the end of July 2016, I prepared Internet announcements through Https://www.ImaginingsWordpower.com, plus a new author website, Https://www.JeanneBurrows-Johnson.com and a Facebook page designed as a simple billboard for announcements.  For these and other purposes, I’ve needed a professional photograph to accompany cover art and promotional text.  This task seemed straight forward.  However, on the day of the shoot, the weather was muggy, the activity took place in a space using evaporative cooling rather than air conditioning, and I was definitely having a bad hair day.

Perhaps I should have paid a cancellation fee and rescheduled the event.  But with deadlines looming, I proceeded.  At the end of the shoot I learned that the digital photographic firm could make image enhancements…at $35 for each element they adjusted.  By the time I would have had them amend several parts of the picture I’d selected, I could have spent as much as for the shoot itself.  Fortunately, a friend’s daughter, provided graphic art fixes.  While this valuable service does not fall within a normal range of publishing credit, in the future she may become one of my advance readers, and I’ll be able to acknowledge her professional services in my notes section.

In summation, there are varied means by which you can thank and give credit to those who help you present your thoughts to the public!

Wishing you the best in your creative endeavors,
Jeanne Burrows-Johnson
author, narrator, design consultant, motivational speaker

To learn more about the Natalie Seachrist Mysteries, including Murders of Conveyance [Winner, Fiction Adventure-Drama, 2019 New Mexico-Arizona Book Awards], Island recipes and other projects, please visit my author website at JeanneBurrows-Johnson.com.

For more ideas to strengthen your Wordpower© and branding, please visit: Https://www.ImaginingsWordpower.com.

FOLLOW ME:
Facebook
Amazon

Apple Books
Audible
Authors Den
Barnes and Noble
Blogarama
Book Bub
Cozy Mysteries-Unlimited
Good Reads
Hometown Reads
Midpoint
Smashwords

AUTHOR APPEARANCES

Writers’ Guidelines
Regardless of whether you write fiction or non-fiction, you will need to consider elements of successful advertising and branding for authors.  The skills you have developed as a wordsmith will help you facilitate communication and networking with individuals and organizations that can help you increase your public visibility.

Author Appearances & Readings
You’ve completed a large project in fiction or non-fiction and it’s been published. You’ve made great progress toward achieving your goals as a writer.  And if you’ve written an award-winning book, you’ve reached a major milestone in successfully practicing the art and science of writing. 

Thinking the heavy work is over? You’re wrong.  Seriously wrong. You’ve simply turned the corner from building a product to marketing it in tandem with your publisher…That is, unless you’re entering the world of independent publishing.  In that case, you’ll be responsible for self-marketing, and need to maximize a branding program that relies on dynamic but cost-effective authoring strategies and advertising messages. 

Regardless of how your work is being published, you’ll need to make promotional appearances.  That process should include opportunities for your readers to hear your words, as well as to ask you impromptu questions about yourself and your work.  Even if you do not have a strong voice or dynamic style of presentation, the public will want to get to know the mind and personality that has generated the material in which they are interested.

Venues for Author Appearances
In preparation for your work to the public personally, you can refine your oral reading skills by practicing with a voice recording device in front of a mirror.  You can also hone your skills at a writers’ group, where you could work on timing selected readings.  If you find yourself uncomfortable reading aloud, appearances at a small book club meeting may be ideal for warming up for larger audiences.  

Once you’re ready for general audiences, you’ll find there are many venues at which you might share your writing.  Some are directly related to publishing, such as book fairs and literary and artistic festivals.  Depending on your reputation as a writer, your local radio or television station may have programming featuring local writers.  This is especially true of public broadcasting in radio and television. 

Since your goal is to sell books in every form you are publishedhard- or softcover print, Ebooks, audio books, or online websites and blog sites—libraries and bookstores [local and national chains]  are ideal for promoting current work and for attracting potential long-term followers.  Again, your personal reputation and the involvement of your publisher may determine the ease with which such appearances can be booked. 
Media Relations Dos and Don’ts
Expanding Media Relations
In previous blogs—and at https://www.ImaginingsWordpower.comI’ve discussed the importance of connectivity with the media.  With each public performance opportunity, I suggest you prepare an advertising message that can be adapted to public service announcement [PSA] messages.  These can be utilized promoting the non-profit organizations (i.e. schools and libraries) at which you might appear.  For while you may have expectations of selling copies of the work you’re promoting,
your authoring events may be deemed worthy of mention in the calendar of non-profit community activities within your local media outlets and platforms, as well as virtual communities.  They may also be of interest to followers of social media and blogs featuring interviews.
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Cost-Effective Media Relations
As you expand your community relations and get to know your media, you may be surprised by the amount of free media coverage you can obtain.  It all depends on your practice of the art of communication, and I don’t simply mean effective wordsmithing.  Hopefully your writer’s inspiration will aid you in establishing strategic media relations.  Much of this will rely on pithy PSAs prepared as broadcast, print, and On-line media releases [you can find samples at my marketing website, Imaginings Wordpower and Design Consultation.
You should also be prepared to attend business, social and community activities that will introduce you to members of the media, whose own work you may have been enjoying for years.
Empowering Your Words
Enhancing the Listener’s Experience in Your Public Performance
Let me again state that you have one opportunity to make a good first impression.  Remember that each time you appear in public, you’re making a statement about yourself and your work.  And although your written work may be inspired and employ a rich palette of words, you must now present it to people who will be judging you on their sensory experience!

Where you present your work should direct your preparation Will you be speaking in a large or small room?  Will you be standing or seated?  How much of your body will be visible to the audience?  Will you have a microphone?  Will you be introducing yourself?  Will someone be monitoring the time you’ve been allotted for speaking?  Are you the featured speaker at the event, or one of a group of presenters?  And how will you handle stage fright?  I encourage you to remember that stage fright is not a phenomena experienced solely by actors

~  The quality of your voice.  Once you know the size of the room and whether you will be utilizing a microphone, consider how well your vocal quality matches the venue.  Remember that unless you are providing your own Audio Visual equipment, there’s no way you can be assured that the equipment provided will work as desired.  Therefore, think about whether you have the vocal strength to project your voice throughout the designated space if you end up without a sound system. 

Although no one wants to give a reading on a day when they are not feeling well, you may not be able to cancel an appearance.  If you are unable to read your material, you may need to take a friend or colleague to actually present your work, but it would still be good for you to show up (as long as you’re not contagious).   When in doubt about your condition, check with your healthcare provider.  If you just have a tickle in your throat, you can always try drinking warm tea or munching your favorite fruit to produce a clearer sounding voice.  

~  Your appearance Many artists and writers feel there’s no need to be concerned about their appearance or their behavior.  But if you want to be taken seriously, I believe you should demonstrate respect for yourself, your work, and for the public who awaits you.  What you wear may be dictated by where you’ll be speaking.  If you’re standing on a raised platform, consider how your legs and shoes will look from the audience.  Women may want to wear a longer skirt length than they normally do, or even a pantsuit to ensure they aren’t sending the wrong message.  And don’t forget that use of makeup is not limited to women.  Men, (especially those who are bald), are just as susceptible to having a glowing face that detracts whether they are on stage or on video.  Also, the eyes are key to projecting a performer’s personality.  A touch of eye liner below the lower eye lashes gives your audience a sense of being closer to you.

As to style, the casualness of ragged denim, faded hoodies and unshaven portions of one’s anatomy may seem representative of the artistic world.  But ask yourself whether they best represent the work you are introducing.  If you’re beyond the first two decades of life, consider more sophisticated choices in attire and overall self-presentation. Personally, I usually top skirts and dresses I wear to public events with a vivid Asian style silk jacket.  Not only is this in keeping with my normal wardrobe, but since the Natalie Seachrist mysteries features references to Asian culture, this choice sets the stage for the stories that I will be addressing.

Introducing Yourself
You should have several empowering bios by the time you’re launching a book.  [You’ll find a summary for writing one on my website at https://www.ImaginingsWordpower.com/bios-to-empower-you.html]  You should have brief versions in one or two paragraphs in both first and second person voices.  If you’re lucky, there’ll be an MC or other person to introduce you, and hopefully they’ll read your bio without inappropriate ad-libs.  However, regardless of your advance planning, there will be times when you must introduce yourself.  And while it is important to have a well-written bio, it is useful to be able to speak off-the-cuff without any notes. 

Your Performance
That’s right.  I said Performance.  That’s what an author’s appearance is.  You must present yourself so that you are memorable and believable as the author of the work you have produced.  And just as there are many styles of writing, there are many ways in which you can present your work.  In my opinion, the top rung of professionalism holds those rare authors who memorize portions of their work and perform it like a play…that is, sans script. 

One of the most likely venues in which you’ll see this type of performance is Cowboy Poetry.  One of my favorite entertainers in this genre is Bill Black, whose warm vocal tones are accented with more than a hint of North Carolina.  From the moment he steps onto a stage with his cowboy shirt, hat and bolo tie, the audience is wooed by both the stories he relates and his personage as their author.

At the next level are presenters who place text within a folder.  This is where I fall in terms of performance.  I try to avoid treating my audiences to the rustling and flopping of loose pages that can separate easily and cause the reader confusion.

A Single Performance Among Many
At some time, you may be charged with scheduling a group of authors to read.  At a recent gathering of writers, I found that despite instructions to “read for about five minutes,” there was great variety in the lengths of the readings.  Even when a presenter has timed their work in advance, the pressure of public performance can produce variations in the actual length of a reading.  I believe that setting a measurable standard (i.e. three to four pages, double spaced).  While some will read faster or slower, the overall time of the readings should even out.

Does an Event Warrant a Media Release?
Event organizers will normally generate media releases.  That’s wonderful, especially if they follow the details of a bio you submit.  But there’s nothing wrong with sending out your own media releases if you’re a featured participant.  You should include general information about the occasion, your role in it, and other newsworthy persons who are involved, so that your effort does not appear wholly self-serving.  In fact, the sponsors should welcome your boosting the likelihood of media coverage.  For information on this topic, see earlier blogs, as well as sample releases on my website at imaginingswordpower.com/media-release-samples.html.

 In addition, you can send our post cards, letters, fliers or other announcements.   Recipients should include people you expect to attend, as well as those who may not be able to participate but should be aware of your involvement.  If event is open to the general public, distribution of your promo information via mail, email, and social media may add to the number of attendees. 

No matter how well you think you have prepared for an event, something can happen to derail a public appearance.  Once it is over, hold your own private event autopsy, if the event organizers do not have one.  And don’t forget to send out a post-event media release.  Again, make a point of mentioning any noteworthy persons or historical context who are of general interest in your community.  Finally, upload a sample of the reading you gave at the event on your website or social media, even if you have to record it anew.

Wishing you the best in your creative endeavors,
Jeanne Burrows-Johnson
author, narrator, design consultant, motivational speaker

Suggestions for Dynamic Public Appearances are available at:
Author Appearances, December 2015
Promo Materials for Public Speaking, July 2018
All the World’s a Stage, August 2018
Final Preparations for Public Speaking, September 2018

To learn more about the Conversations with Auntie Carol, the Natalie Seachrist Mysteries, including Murders of Conveyance [Winner, Fiction Adventure-Drama, 2019 New Mexico-Arizona Book Awards], Island recipes and other projects, please visit my author website at JeanneBurrows-Johnson.com.

For more ideas to strengthen your Wordpower© and branding, please visit: Https://www.ImaginingsWordpower.com.

FOLLOW ME:
Facebook
Amazon

Apple Books
Audible
Authors Den
Barnes and Noble
Blogarama
Book Bub
Cozy Mysteries-Unlimited
Good Reads
Hometown Reads
Midpoint
Smashwords