Book Marketing is a 4-Letter Word

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Image by Gerd Altmann from Pixabay

By Lois Winston

Book marketing? Unless you’re someone who majored in marketing in college (and maybe not even those people,) most authors will tell you the part of being an author they hate most is marketing their books to readers. Unless you’re James Patterson, Nora Roberts, or one of the few other “anointed ones,” no matter if you’re traditionally published or indie published, the bulk of book marketing rests on our shoulders. Most publishers, including what is known as The Big Five, do very little, if anything, to promote their authors’ books these days. For most, if they’re lucky, they receive a box of free promotional bookmarks or postcards.

And it doesn’t matter the genre you write in, the awards you’ve received, or whether you hit a bestseller list. I have friends who consistently make the New York Times list with each new release and are still required to do the bulk of the promotion for their books, including arranging their own events and handling social media marketing.

The competition is stiff out there, and it’s getting worse. Every author I’ve spoken with, whether traditionally published or indie published, is complaining about falling sales. This year has seen a flood of A.I. generated books going up for sale on etailer sites. There were so many flooding Amazon that they instituted a new policy, limiting uploads of new books to three a day. It maybe stemmed the influx from a major tsunami to a tidal wave.

Moreover, various marketing that once worked well for authors no longer shows the same results. What’s an author to do?

At the Killer Nashville conference in August, I attended a workshop on creating landing pages at Bookfunnel. Most marketing gurus will tell you every author should have a newsletter, that it’s one of the best tools in your author toolbox. I have a newsletter. Prior to Bookfunnel, I had about 1800 subscribers, some of whom are loyal fans. But the workshop instructor had tens of thousands of subscribers. Talking to other authors at Killer Nashville, I learned the best way I could increase sales of my books was to increase my newsletter subscribers.

The thing about a landing page, though, is that you offer a freebie in exchange for the reader subscribing. I’ve always been opposed to giving away huge numbers of books. I’ve heard from too many readers who only download free books and brag that they haven’t bought a book in years. I have newsletter readers who have told me they love my books but only read them if they can get them from the library or by winning a copy when I do the occasional contest giveaway. They won’t even spend .99 cents for a sale book.

I’ve never had a problem with putting a book on sale for .99 cents for a limited time. I think of it as a loss leader to spur sales of the other books in my Anastasia Pollack Crafting Mystery Series. That series currently has 13 novels and 3 novellas. Historically, I’ve seen good results from sales of other books in the series when one is on sale for .99 cents. But even those results have not been what they used to be lately.

So I decided to create a landing page on Bookfunnel and offer one of the novellas in the series for free with sign-up to my newsletter. I’m also taking part in two group promotions with other cozy authors on Bookfunnel throughout November, the Thank Goodness for Cozies promotion and the Cozy Mystery Month promotion. Signing up for any of the authors’ newsletters will get you a free book by that author.

My landing page has been up on my website and on Bookfunnel since mid-October. When the group promotions end at the end of November, I’ll be able to judge the results of the book giveaway. I’ll see how many downloads and new subscribers I’ve had and if all those free books translated into sales of other books in the series. I’m crossing fingers and toes that I’ll be pleased with the numbers.

Love it? Hate it? How do you really feel about marketing? Post a comment for a chance to win a promo code for a free audiobook download of any one of the first 11 Anastasia Pollack Crafting Mysteries. (US and UK residents only)

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website www.loiswinston.com where you can also sign up for her newsletter and follow her on various social media sites.

Trolls: Character vs. Caricature When Writing Suspects and Antagonists in Mysteries

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What do trolls have to do with writing suspects and antagonists in mysteries?

Trolls?

 

Trolls: Nasty creatures who live under bridges.

Trolls: Nasty people who bully others on social media.

Trolls: Weird looking collectibles from the 1960s (now the stars of animated movies.)

Trolls: Kristoff’s fun-loving adoptive family in Frozen

Trolls: Amazing works of art from recycled materials by Thomas Dambo.

I first learned of Thomas Dambo’s work when I saw a news story about him and his art installations made of recycled materials. He’s considered the world’s leading recycling artist with his work appearing throughout the United States, Europe, and Asia. His more than 125 larger-than-life trolls were created to share his environmental message throughout the world in outdoor installations that use trash to create art within nature.

The trolls have noticed that “small people” (us humans) are harming the planet. The goal of these giant trolls is to educate humans, whereby they’ll rediscover nature and become thoughtful, caring stewards of our planet. A more positive message than those other trolls who frequent social media, right?

Six of Dambo’s trolls took up residence within the gardens, trees, and wooded areas of the Cheekwood Estate & Gardens in Nashville during this past spring and summer. I was lucky enough to have the chance to visit with them. They’ve since moved on to spend time at the Virginia Aquarium & Marine Science Center in Virginia Beach, VA through Jan 20, 2025. If you have a chance to visit with them, tell them I said hi.

So what do these trolls have to do with writing mysteries? Actually, quite a lot. When we think of trolls, most of us think of ugly, nasty creatures, either real or fictional. But both Thomas Dambo’s recycled trolls, Kristoff’s adopted family, and those weird bygone mini collectables showed us that not all trolls are nasty and that ugly is subjective.

Also, the best villains or antagonists are multi-layered. If they weren’t, they’d be caricatures rather than characters, and no author should be writing Snidely Whiplash-type cardboard villains. That’s why it’s so important to spend as much time developing the goals, motivations, and conflicts of our suspects in our mysteries as we do our protagonists.

We’re often asked who is our favorite fictional sleuth, but who is your favorite fictional suspect or antagonist? Post a comment for a chance to win a promo code for a free download of any one of the first eleven audiobooks in my Anastasia Pollack Crafting Mystery Series.

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website www.loiswinston.com where you can also sign up for her newsletter and follow her on various social media sites.

Killing It at Killer Nashville

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At the Killer Nashville book signing

By Lois Winston

Most writers are introverts. We spend much of our days alone with only our laptops or computers (or paper and pen for those who are still old-school) and rarely step foot into the real world. We’d rather spend our time in the world of our imagination with the characters we’ve created. However, every now and then, we venture out onto Earth One and mingle with actual humans.

One of the best places to do this is at a writers’ conference. Hanging with our peeps is our happy place in the real world because they’re the only people who truly “get” us. Because they’re just like us. Writers’ conferences are a chance to spend time with others of our special community. We renew friendships, make new friends, network, learn from some, and teach others. Conferences also occasionally give us a pat on the back, validating that this odd life we’ve chosen, with all its solitary hours of clicking away at the keyboard, is worthwhile.

Such was the case this past weekend when I attended Killer Nashville. Once upon a time, I attended three or four writers’ conferences a year. Then, life changed. I made the decision to “go indie” and no longer had a publisher willing to pick up some or all the expense of attending conferences. Between the conference fee, airfare, hotel, and meals, conferences are not cheap. I cut back drastically, only attending local conferences.

And then Covid hit.

As some of you know, in the middle of the pandemic, my husband and I made the difficult decision to pack up and move to Tennessee to be closer to family. Within days of settling into our new home in July of 2021, I discovered that after a two-year hiatus, the annual Killer Nashville writing conference was about to take place less than two miles from where I now live. Serendipity!

With few exceptions, most writers are introverts. Hence, those writer caves. But I missed my writing peeps in New Jersey. Killer Nashville gave me a chance to connect face-to-face with many other writers I only knew from online writing communities. I also made some new friends and have continued to do so each year I’ve attended since 2021.

The 2024 Killer Nashville conference was this past weekend, and it was a blast, even for this confirmed introvert. On Friday, I was on a panel discussing Writing Compelling Synopsis, Back Cover Copy, and Design. Saturday, I was on two panels, One Trait at a Time: How to Build a Character and Not Just One Book: Writing a Series. I was also one of ten authors who allowed attendees to pick our brains for four minutes each during Speed Date your Way to Author Marketing Success. On Sunday, I was on the Creating an Irresistible Hook for Your Book panel and the Writing Strong Protagonists panel.

Vertically challenged Lois and Gay during an after-dinner stop for ice cream

And then there was Saturday night. Author Gay Yellen and I, along with our husbands, went out to dinner, something we’d also done last year. Upon returning to the hotel, our husbands headed for the bar while Gay and I ducked into the awards ceremony. Not ten seconds later, Clay Stafford, MC for the evening and Killer Nashville head honcho, announced the winner of the 2024 Silver Falchion Award for Best Comedy. Much to my surprise, he called my name!

I never expected to win. With few exceptions, throughout my writing career, I’ve always been the bridesmaid, rarely the bride. I hadn’t prepared any remarks because the one time I had attended the ceremony back in 2021, no one made any remarks. Winners were handed their awards, shook Clay’s hand, and a photographer snapped a picture. Maybe it was because we were all still coming out of Covid.

This time, I was expected to say something. My mind still reeling over actually winning, I stepped up to the mic and thanked whoever it was who’d determined that A Crafty Collage of Crime, the twelfth book in my Anastasia Pollack Crafting Mystery Series, deserved the award this year. As I walked away, I heard Clay tell the audience that I was a woman of few words and there were probably plenty of people who wished that he was! (a person of few words, that is, not a woman!)

With my Best Comedy medal the next morning

Well, at least I didn’t bore anyone in the audience by droning on and on by thanking everyone, going all the way back to my kindergarten teacher!

Writers, what’s your favorite aspect of conferences? Readers, have you ever attended a readers’ convention or other book event? Post a comment for a chance to win a promo code for a free audiobook of any one of the first ten Anastasia Pollack Crafting Mystery.

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website where can also sign up for her newsletter and find links to her other social media: www.loiswinston.com

A Master Class in Comedy

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Artwork from Pixabay with LOL! added.

By Lois Winston

Someone recently asked me which author would I most want to take a master class from? Hmm…here’s the thing: I don’t get much out of long workshops. I find that an hour is my limit. Maybe I have too short an attention span, but I find that after an hour, my mind begins to wander, and my eyelids grow heavy. Maybe it has something to do with the fact that most of the time, these workshops are held in exceedingly warm conference rooms. If there’s a PowerPoint presentation, it’s worse because the lights are dimmed to perfect nodding-off conditions. And if the presenter isn’t all that great a public speaker, no matter how fabulous a writer, that’s the Trifecta of Snooze.

So chances of me ever taking a master class from someone are slim to never-gonna-happen. I’d learn more by reading their books and any books and articles they may have written on the craft of writing.

That doesn’t mean there aren’t authors I’d love to hear speak. Just not for more than an hour at a time.

I write the humorous Anastasia Pollack Mysteries. Writing any humorous genre is hard, but adding humor to something as serious as murder is a real challenge. I’ve sat through talks by various humorous mystery authors, many of whom I greatly admire, but their talks are generally more about their journey to publication and less about the art of writing the humorous mystery.

I think I’d gain more knowledge from attending a workshop given by someone who makes a living writing humor as opposed to humorous mysteries. Years ago I watched Mo Rocca interview Kathy Griffin on CBS Sunday Morning. I learned more about humor from that interview than I’d ever learned listening to my favorite humorous mystery authors.

I’d love to have the chance to sit down with Tina Fey for an hour. Just me and Tina. No cameras. No audience. What I wouldn’t give to pick her brain about writing humor. Not to mention, I’d also like to convince her to option my series. Wouldn’t Tina be the perfect actress to play Anastasia? Still…if anyone reading this happens to know Tina…Hey, a girl can dream, can’t she?

But the person I’d most like to spend time with is Alan Alda. Disclaimer: I think M*A*S*H is the best sitcom ever shown on TV. I own the complete eleven season DVD set. Every few months I’ll watch a season. I’ve watched each episode so many times, that I have all the dialogue memorized.

The episodes that Alan Alda wrote are my favorites. The man had an incredible knack for taking something as serious as war and adding humor while still maintaining the seriousness of the subject. He showed how humor can help get people through difficult situations. And he did it brilliantly. That’s what I try to do in writing my humorous mysteries.

If Alan Alda were to give a master class on writing humor, there’s no way I’d start nodding off, no matter how hot the room.

Breaking News! I’m thrilled to announce that A Crafty Collage of Crime, the 12th book in my Anastasia Pollack Crafting Mysteries, is a Killer Nashville Silver Falchion finalist for best Comedy.

Who are your favorite comedy writers/actors? Post a comment for a chance to win a promo code for a free audiobook of any one of the first ten Anastasia Pollack Crafting Mystery.

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website where can also sign up for her newsletter and find links to her other social media: www.loiswinston.com

With a Little Help from my Friends

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artwork from Pixabay and Depositphotos

By Lois Winston

As authors, we spend much of our days in our writer caves. Sometimes, we rarely leave the house for days as we peck away at the keyboard, increasing our word count. Living life in a vacuum is hard, though. Sometimes we need to bounce ideas off someone, and let’s face it, kids and spouses are rarely helpful when it comes to figuring out the perfect murder or choosing whodunit from several possibly suspects. That’s why critique partners, as well as writing communities, are so important. Often, they’re the only people who truly “get” us.

My latest book, Sorry, Knot Sorry, the thirteenth in my Anastasia Pollack Crafting Mysteries, released earlier this month. In-between a month-long virtual book tour, I’ve been mulling over possible plots for the next book in the series.

I’ve always had a weird fascination with unusual personalities and often put them in my books. Anastasia’s communist mother-in-law is a perfect example. She’s based on my own communist mother-in-law, minus the French bulldog.

Years ago, we had some very strange neighbors living across the street from us. They’ve been parked in a recess of my brain for two-and-a-half decades, waiting to spring forth as characters in a book. I wondered, though, were they too over-the-top?

I decided this was a question, not for my critique partner nor my fellow writers. I needed to hear from my readers. So, in my May newsletter, I introduced them to the couple I had dubbed The Stoop Sitters. After relating the story, I asked if they thought The Stoop Sitters should become characters in my next book.

Everyone who responded loved the idea. I don’t know yet who these characters will be, but based on the overwhelmingly favorable responses I received, they will show up in some way in the next book.

I had already set up the possibility of The Stoop Sitters back in A Stitch to Die For, the fifth book in the series. Circumstances which occurred in that book resulted in the house across the street from Anastasia being torn down and replaced with a McMansion. Since Anastasia has yet to meet her new neighbors, they could be The Stoop Sitters.

Have I piqued your curiosity? Are you dying to know more about The Stoop Sitters?

When my husband and I purchased a home in an upscale New Jersey suburb, the house across the street stood out for all the wrong reasons. It was a dilapidated mess in need of major repairs. We suspected the resident or residents were elderly with a limited income. Much to our surprise, we discovered the owners were a couple in their late thirties or early forties. They had two school-aged kids.

The parents didn’t seem to have jobs. They’d camp out on the top step of their small concrete landing for hours at a time, either together or individually. Just sitting and smoking and often drinking beer, but never conversing with each other. Often the husband would remove his shirt and lie back on the landing, his massive stomach pointing heavenward. He’d remain that way for hours, apparently napping.

When Mr. Stoop Sitter wasn’t sprawled bare-chested on the landing, he’d spend hours mowing his lawn, an extremely small barren patch of packed dirt and weeds. For hours, he’d walk behind his mower, trimming the nonexistent grass, until the mower ran out of gas. The next day, after refilling the mower, the scene would repeat. It continued each day throughout the year, except during rain and snowstorms.

I need to stop here to mention that I’m not a voyeur. My home office was situated at the front of the house with my desk positioned under the front window. It was impossible not to notice The Stoop Sitters.

One day, my concentration was broken by a cat fight between two women. I glanced up from my computer screen to find Mrs. Stoop Sitter standing on the sidewalk, accusing another woman of trying to steal her husband. The scene was right out of Real Housewives of New Jersey, minus the camera crew. Eventually, Mrs. Stoop Sitter hurled one last warning, stormed up the steps, and entered her house, slamming the door behind her. The other woman turned and walked down the street. I never saw her again.

Now, Mr. Stoop Sitter was no one’s idea of a catch, but the scene I’d witnessed proved otherwise. Obviously, there’s someone for everyone. At least in Mrs. Stoop Sitter’s mind.

Eventually, the Stoop Sitters sold their house to a developer who tore it down and built a McMansion. There’s a story to be told about the people who moved into the McMansion, but I’ll save that for another time.

So what do you think? If my readers can suspend their disbelief enough to accept a communist mother-in-law and a Shakespeare-quoting parrot (not to mention a reluctant amateur sleuth who stumbles across more dead bodies than the average big city homicide cop in an entire career,) will they buy into the Stoop Sitters?

Would you? Post a comment for a chance to win a promo code for a free audiobook download of any of the currently available Anastasia Pollack Crafting Mysteries.

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website where can also sign up for her newsletter and find links to her other social media: www.loiswinston.com

The Times They Are a’Changing

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By Lois Winston

I don’t like change. I much prefer the security and comfort of habit. I’m not the kind of person who climbs a mountain just because it’s there. I need a reason to step out of my comfort zone, lace up my hiking boots, and ascend into the unknown. When I’m confronted with the need to change, I first spend time soul-searching and deliberating.

Unfortunately, the publishing industry has been fraught with change for quite some time now. Gone are the days when an author had a home for life, and the people she worked with at the publishing house became like a second family to her. These days there’s a lot of divorce going on in publishing. More and more authors are being dropped because their sales aren’t strong enough. Or authors decide for various reasons that they need to leave their publishers. Both situations are very scary for the author. No matter which party institutes the divorce proceedings, fear of the unknown can overwhelm an author.

Twelve years ago, I realized I needed to institute a change in my life. I didn’t want to, but after several long months of soul-searching, I knew it was time to climb the mountain. I laced up those hiking boots and walked away from two new publishing contracts—one for additional books in my Anastasia Pollack Crafting Mystery series and one for a new series, the Empty Nest Mysteries.

Was I terrified? You bet! Being published by a traditional publishing house is the Holy Grail to all aspiring authors. Or it used to be. Times have changed. Self-publishing, now often referred to as indie publishing, no longer has the stigma it once did because authors are in control, not questionable vanity presses.

Rather than sign with one of the small publishers interested in continuing my series, I went indie. I continued writing the Anastasia Pollack Crafting Mysteries, adding a series of three connected mini-mysteries. I also published the Empty Nest Mysteries and several standalone mystery novellas. I reissued my backlist and published some unsold romances and romantic suspense novels.

Would I regret my decision? After all, not only had I given up the “legitimacy” of traditional publishing, but I’d also given up some decent advance money. There were nights I tossed and turned, wondering if I’d made the biggest mistake of my life by going indie, especially when I didn’t see the huge numbers of sales that other indie authors claimed to have.

Was it because I didn’t write super-sexy books with shirtless studs? Or was there some other reason? My traditionally published books had received stellar reviews, including starred reviews from Publishers Weeklyand Booklist for my mystery series. I’d also won quite a few awards for my fiction. Why weren’t my indie books selling better?

One mantra I kept repeating was something I’d heard from other authors: It’s not a sprint; it’s a marathon. It was hard to convince myself since I seemed to be limping along, not sprinting. But eventually I saw that they were right. It took some time, but since publishing my first indie book, I’ve seen steady growth in sales. Can I support myself on what I’m making? Heck, no! But then again, I couldn’t support myself on what I made from traditional publishing.

However, as time has passed, I’ve become more comfortable with my decision. There’s much to be said about having total control over your writing career. What I’ve also discovered is that readers don’t really care who publishes you. Authors might constantly ask other authors, “Who’s your publisher?” but readers are only interested in good books. They don’t know PRH from Level Best. Mention “the Big Five,” and they’ll most likely think you’re talking about a college basketball conference.

Meanwhile, Sorry, Knot Sorry, the thirteenth book in my Anastasia Pollack Crafting Mystery Series, is currently on preorder and releases June 4th. For those of you familiar with Anastasia, I hope you enjoy her latest adventure. For those of you who haven’t gotten to know her yet, I hope you will.

Sorry, Knot Sorry

An Anastasia Pollack Crafting Mystery, Book 13

Magazine crafts editor Anastasia Pollack may finally be able to pay off the remaining debt she found herself saddled with when her duplicitous first husband dropped dead in a Las Vegas casino. But as Anastasia has discovered, nothing in her life is ever straightforward. Strings are always attached. Thanks to the success of an unauthorized true crime podcast, a television production company wants to option her life—warts and all—as a reluctant amateur sleuth.

Is such exposure worth a clean financial slate? Anastasia isn’t sure, but at the same time, rumors are flying about layoffs at the office. Whether she wants national exposure or not, Anastasia may be forced to sign on the dotted line to keep from standing in the unemployment line. But the dead bodies keep coming, and they’re not in the script.

Craft tips included.

Buy Links (preorder now. Available June 4th)

Amazon

Kobo

Nook

Apple Books

Paperback and Hardcover editions available after June 4th.

~*~

USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. Learn more about Lois and her books at her website where can also sign up for her newsletter and find links to her other social media: www.loiswinston.com