Grassroots Marketing for Authors and Publishers [Paperback]

Shel Horowitz (Author)

Book Description

Publication Date: March 18, 2009

Once you've written your book, the real work starts! Out of the 181, 189 books published in the US one year, 90 per cent sold fewer than 1000 copies. But you dare to succeed without spending a fortune! Whether you publish traditionally, use a subsidy house, self-publish, or run a small/mid-size press, "Grassroots Marketing for Authors and Publishers" shows you: how to bead the odds and be a success in bookshops; where to find much better targeted markets - including bulk sales; how to get national and local media attention; what easy and profitable online strategies cost little or nothing and create tremendous results; where to locate partners who already reach your best markets - and make them beg to help you; and much more.

Editorial Reviews

Review

Shel Horowitz is an accomplished professional consultant and practitioner in the art and science of small press publishing. Shel draws upon many years of hard won experience and expertise to write and publish "Grassroots Marketing For Authors And Publishers", a 292-page compendium of descriptive commentary, advice, tips, techniques, resources, instructions, and examples of how an author can go about successfully marketing their book in a highly competitive and often volatile marketplace. Shel has included seven different marketing models that authors can draw upon to create inexpensive yet very effective websites as part of their overall book marketing strategy. Also included are two complete, full-length marketing plans that are actually based on two of Shel's author clients. Examples of eight actual press releases and six successful media pitches are provided as templates. Exemplary anecdotal stories drawn from some forty-one authors and publishers, plus about a dozen publishing industry experts, provide aspiring authors with real-life examples of what they can do to promote and marketing their book regardless of genre. Enhanced with a 16-page resource appendix listing dozens of useful books, website, publications, book coaches, organizes, etc., "Grassroots Marketing For Authors And Publishers" can be considered an informed, user friendly, 'how to' book marketing seminar/workshop in a single volume. Of special note are Shel's commentaries on why books (and their authors) fail in bookstores, online marketing, and operating profitably in a market where only about ten percent of self-published and small press titles sell more than 1000 copies. It should be noted that the Midwest Book Review is favorably cited on seven occasions within the pages of "Grassroots Marketing For Authors And Publishers". Nevertheless, there is no conflict of interest when strongly recommending "Grassroots Marketing For Authors And Publishers" to the attention of 'midlist' authors of major publishing houses who find themselves shouldering the burden of promoting and marketing their books, self-published authors who have established their own imprint, authors who utilize the services of Print-On-Demand (POD) companies to turn their manuscripts into finished books, as well as authors whose books are published by small presses and niche publishers. "Grassroots Marketing For Authors And Publishers" is the ideal reference manual for anyone having to promote a book with little or no available capital for publicity and promotion. Indeed, studying Shel's advice and instructions carefully could well make the difference between commercial success or failure for an author or a publisher. --Midwest Book Review

Shel Horowitz is a generous, highly experienced marketer of books and general items. Known for his focus on ethical marketing, the author has put together an essential reference book for the independent press and self-publishing industry. With over 170,000 new books being published a year, it has become extraordinarily difficult to get seen among the crowd of other books and publishers. Shel's book gives practical guerrilla marketing ideas and procedures that give the little guy at least a chance of getting seen and bought in the market place.

He provides strategies and examples of how these strategies can be executed. He covers all the marketing aspects of book selling and explains how and why the industry works as it does. If you are thinking of writing a book; if you have even been fortunate enough to have been accepted by a major publishing house, you will find all the marketing aspects you will be expected to use to maximize book sales. We rated this book a high four hearts. --Heartland Reviews

"Shel is the ultimate frugal marketer. If you don't want to spend a lot of money marketing your books--but you still want to sell a ton of books--read his book. He provides lots of doable ideas that don't cost a lot of money but can produce great results."
--John Kremer, editor, Book Marketing Update and author, 1001 Ways to Market Your Books

"A brilliant potpourri of marketing tidbits and little-known tricks of the book publicist's trade."
--Fern Reiss, author, The Publishing Game series

"Dynamite stuff! I have even more respect for you as a knowledgeable colleague after reading Grassroots Marketing for Authors and Publishers! The 'Google' chapter alone is worth the price of the book. And the real-life marketing plans stimulate thinking and present strategies any author or publisher can modify for their own books."

--Marilyn Ross, CEO, SelfPublishingResources.com, author The Complete Guide to Self-Publishing/Companion, Jump Start Your Book Sales, etc.

"Plan ahead. Determine the location and size of your market before your write the book and buy this book now--it will show you how--and much more."
--Dan Poynter, The Self-Publishing Manual.

"It's clear that Shel Horowitz not only wants you to be one of the rare successes in a very crowded book marketplace, but that he knows what he's talking about. Practical and frugal suggestions on every page that will get your book noticed--and bought!"
--Rick Frishman, co-author, Guerrilla Marketing for Writers, Author 101, etc., and CEO, Planned Television Arts

"Shel Horowitz is one of the most creative and frugal Publicity Hounds I know. His book is jam-packed with ideas, tips, marketing examples from other successful authors, and even some fun and quirky ideas that will make your books fly off the shelves. The many bulleted 'to do' lists will keep you on track and on budget."
--Joan Stewart PublicityHound.com

"Outstanding toolkit! Every author can profit from these practical, low-cost tips and techniques to sell and promote their books!"
--Marisa D'Vari, author of Building Buzz: How to Reach and Impress Your Target Audience and four other books

"Valuable tips and insights are scattered throughout his book including areas such as endorsements, book reviews and awards. Tapping into your personal networking possibilities and even hooking the traditional media and how to give a great interview. Also in GRASSROOTS MARKETING Horowitz will teach you the straight story about how bookstores work then libraries and the online bookstores like Amazon. Finally in his advanced marketing section, he covers speaking to sell books, trade shows and book fairs, affiliate and joint-venture marketing, advertising and direct mail plus how to extend your brand and increase your profits. This book is another valuable resource for any book author or publisher."
--Terry Whalin, Author, Jumpstart Your Publishing Dreams --Endorsements from Publishing Experts

About the Author

Expert on ethical, cooperative business as a success strategy...independent publishing...frugal/effective marketing...entrepreneurship...community activism. Founder of the Business Ethics Pledge (business-ethics-pledge.org) Three most recent of seven books: Grassroots Marketing for Authors and Publishers, Principled Profit: Marketing That Puts People First, Grassroots Marketing: Getting Noticed in a Noisy World. Online since 1994. Publisher of seven websites, five webzines and three e-zines. Copywriter/marketing consultant specializing in ethical, affordable effective ways to "make the world insist on knowing why you're special." Owner: frugalmarketing.com, principledprofit.com and frugalfun.com Married to novelist D. Dina Friedman; children Alana and Rafael; live in Hadley, MA.

Product Details

• Paperback: 260 pages
• Publisher: Accurate Writing & More (March 18, 2009)
• Language: English
• ISBN-10: 0961466634
• ISBN-13: 978-0961466633
• Product Dimensions: 8.8 x 5.9 x 1.2 inches
• Shipping Weight: 14.9 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #484,443 in Books (See Top 100 in Books)

More About the Author

Want to lower costs, boost profits, and have potential customers calling YOU? Multiple-award-winning author, marketing consultant/copywriter, and international speaker Shel Horowitz of GreenAndProfitable.com specializes in those types of win-win green and ethical strategies. Five of his eight books have won awards, sold rights to foreign publishers, and/or made at least one Amazon category bestseller list--most recently, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (Wiley, 2010, an Amazon Environmental category bestseller at least 13 months).

His other recent books include Grassroots Marketing: Getting Noticed in a Noisy World and Grassroots Marketing for Authors and Publishers

Shel also writes the internationally syndicated Green And Profitable column (GreenAndProfitable.com), for business, and its sister column, Green And Practical (GreenAndPractical.info), for consumers--both of which are available for license to companies and organizations wanting to supply their readers with high-quality practical green content. He speaks internationally on reaching the green consumer, business ethics, and book publishing/marketing, to such groups as
* ForumDavos (Switzerland)
* Green America/Global Exchange Green Festival
* GoGreenExpo
* SolarFest
* PRSA International Conference
* ASJA National Conference
* Book Expo America
* Publishers Marketing Association University
* American Marketing Association/CT
* Noteworthy USA National Convention
* Ragan Strategic Media Conference
* Sustainable Food Summit
* Boston Green Fest
* Numerous regional publishing associations, colleges and universities, and community groups

Shel will help you with both big-picture strategic marketing, especially reaching green, socially conscious Cultural Creatives--and also with specific tactics such as attention-getting, benefit-focused copy...joint ventures and strategic alliances...social media and traditional media publicity...publishing a book. Specialties: green/environmental/eco, authors, publishers, books.

As a marketer, he has gotten his clients into major publications and broadcast media (including the New York Times and Publishers Weekly)...opened partnerships and endorsements for clients with prominent businesses, organizations, and celebrities--including a major Hollywood director and a Hall of Fame athlete...and helped authors, publishers, small businesses, and nonprofits differentiate themselves in a crowded market. He also turns unpublished writers into published authors, helping each publish in the most appropriate way.

As a thought-leader, he has been a pioneer in spreading the news that green and ethical business practices are not just the right thing to do, they're also the profitable thing to do. He is the founder of the Business Ethics Pledge campaign, with signers in more than 30 countries.

Shel has been in both the environmental movement and in marketing since 1972. His first book, on energy issues, was published in 1980.

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars This Box of Goodies Beats Pie-in-the-Sky, June 26, 2007

By 

Byron C. Justice "Lone Tree" (Houston, TX) - See all my reviews

This review is from: Grassroots Marketing for Authors and Publishers (Paperback)

GRASSROOTS MARKETING FOR AUTHORS AND PUBLISHERS is the 17th book on my publishing shelf. While each of those previous 16 books, including Horowitz's previous "GRASSROOTS" book, had much to offer, they were lacking in practical advice for those of us who are not Captain ManyBucks.

This book will not tell you how to write your book, how to edit your book, how to get your ISBN, or how to get your book printed. Other books abound which offer you that. What you will find are 290 pages of affordable goodies: multiple examples of marketing plans and media releases, a cornucopia of websites to explore, and an up-to-date appendix of resources. The author provides examples for both fiction and non-fiction projects. (About half of my books claim fiction is a losing proposition. Very discouraging!) Horowitz, a long-time advocate of frugal ways, doesn't waste pages on pie-in-the-sky schemes (such as how to appear on Oprah) that are beyond the scope of the beginning author/publisher.

Horowitz admits: "Temptations to spend or even squander lurk under every rock and tree..." Personal experience bears that out. GRASSROOTS MARKETING FOR AUTHORS AND PUBLISHERS has effective, low cost ideas that will keep me too busy to do any squandering!

Yes, it's indeed possible to make money self-publishing---without 50-grand to risk on a first project. I have, and that included some squandering...er, learning, along the way. This compact book has exactly the things I have been looking for relating to my current project. An enthusiastic 5 stars.

-Byron C. Justice,
Author of VIOLENT NIGHT

9 of 10 people found the following review helpful:

5.0 out of 5 stars Recommended for all authors and wannabe authors, March 21, 2007

By 

Ted Demopoulos (Durham, NH United States) - See all my reviews

This review is from: Grassroots Marketing for Authors and Publishers (Paperback)

I'm a big fan of Shel Horowitz's "Grassroots Marketing" so I had to check out his new book and I wasn't disappointed.

Authors are responsible for marketing their own books, whether they self publish, use a subsidy publisher, or a traditional publisher -- that's simply a fact.

This book concentrates on low and no cost strategies that work, and goes well beyond regurgitating the conventional wisdom. Shel's first book was written in '79, and his extensive first-hand experience with all kinds of publishing is apparent.

The book is divided into four sections, Creating a Marketable Book, Publicity, Get Into - And Out of - Book Stores and Libraries, and Advanced Marketing. Except for the section on Book Stores and Libraries, most of this info is useful regardless of how you package your knowledge: traditional book, ebook, audio product, etc.

The Book Store and Library section itself is fascinating to me as I really didn't understand how they work. I also learned a lot from the chapter on Trade Shows and Book Fairs. The press releases examples, both good and bad, are great, although I would have liked a little more verbiage on the individual good press releases. I loved the Build Your Website section even though I know this extremely well.

I've been studying books -- how they get written, promoted, sold, AND provide value to their readers for a couple of years -- since before I ever started writing. I've read more than a couple of good books on the subject, and Shel's speaks to me more than any of the others.

My publisher is not sending me on a national book tour, it's highly unlikely I'll be on Oprah or even reruns of Hogan's Heroes, and I'm not spending tens of thousands of dollars on publicity and my publisher isn't either. Shel concentrates on practical no and low-cost ideas that have worked for him and others, and provides concrete examples. I wish I had this book before I became an author!

Did I get any takeaways I'm using yet? Absolutely! Despite finishing the book a mere 12 hours ago, I'm already implementing some of Shel's advice.

3 of 3 people found the following review helpful:

5.0 out of 5 stars A Comprehensive Approach, October 30, 2007

By 

Marion Gropen "publishing consultant" (Gropen Associates, NY, NY United States) - See all my reviews
(REAL NAME)   

This review is from: Grassroots Marketing for Authors and Publishers (Paperback)

Shel is well-known in small press publishing for his efforts to aid small publishers, authors and others in selling more books without using techniques that make you uncomfortable. This book collects much of the wisdom gained over those years.

I'm especially happy to see that he starts with the most important part: the contents of the book. If you don't think about your readers and what they most want from your book as you craft it (writing or editing, as the case may be), then selling the book will be much harder later. From there he discusses building networks, taking advantage of the strengths of the Internet, using more traditional media, giving good interviews and other important publicity topics.

Unlike many other books, Shel doesn't stop with publicity. This book talks about a cohesive marketing plan every step of the way. Other important sections include the hows and whys of selling through the book trade, and ways to sell books outside bookstores, whether it would be through speaking engagements, through the mail, or through various conventions, fairs and trade shows.

This book is full of solid information, and almost every theoretical discussion includes practical examples used successfully by real authors and publishers.