Creative Marketing

Authors normally have a ready market in book stores. My local independent book store, Snow Goose, in Stanwood, WA willingly carries my books, Rosemount and McClellan’s Bluff. A number of times I have been invited to be a guest author with a nicely arranged table set up for me in a convenient location in the store. What a blessing! I appreciate their recognition and support.

Another splendid opportunity has opened up locally, Brindles Marketplace. Brindles at the Camano Commons, has been a special-interest store and more recently a restaurant, and has now invited local artists, and others with crafts, quilts, baked goods, fresh produce, cheeses, etc., to sell their goods during the holiday season. Sounds like a good place for books to me! I’ve rented three shelves for my books. My husband Bruce created a poster for each book, giving my work a special look in this creative market. Shopping for a unique gift at Brindles not only saves a trip to a distant mall, but it supports local vendors. A win-win for the community.

In addition to writing fiction, I also write destination articles, mainly for RV and travel magazines, and also articles of interest to homeowners. We combine research with camping trips, using our truck and camper, making the trips a vacation, fodder for articles, photographic opportunities for Bruce, and book marketing possibilities for me.

Not every town has a book store, but in our travels to rural areas, we’ve found ready markets in drug stores. Many small-town drug stores actually have a book section and are eager for new material.

Gift stores is another potential market. Often, when a gift store buys my books, I also give them book holders, a way to show off my products to their best advantage.

Since my books have a western flavor, I’ve also found interest at feed stores, western apparel and tack shops.

Many of our trips take us to eastern Washington and Oregon. We like the atmosphere of wide open country, or remote mountain landscapes. Stopping at small towns along the way is a wonderful way to appreciate the area, to get a feel for how the locals live. Most often, we find their lives run at a much slower pace–a nice change for us.

These trips are our vacation, time off for Bruce from his job and time off for me from writing and from my volunteer job with the Red Cross. If I’m wearing sweats or shorts, I don’t let that stop me from calling on a potential customer. I refuse to make these calls a dressy event–I wouldn’t call that a vacation. I’ve never had a store owner look askance at my apparel. Sometimes I’ll mention that we’re camping in the area and they’re pleased to share their part of the country and suggest places of interest to visit. Often, they’ve given me tips on who else might be interested in my books.

It’s common for me to sell 100 or more books on a two-week vacation, all accomplished at a very casual pace. I’ve signed my books in advance and adorned them with appropriate stickers, such as "Signed by Author," "Local Author" and McClellan’s Bluff’s "EPIC Award Winner." Store owners love stickers.

One advantage of non-book store markets is that most often they pay up front, rather than on consignment. In distant towns, bookstores will often pay up front, too, knowing that we won’t be stopping by frequently.

Locally, I’ve participated in fairs or other events. Sometimes I’ve shared space with another writer. That way, we can split the booth cost and we have each other for company. For these events, we sell each others’ books with as much enthusiasm as we sell our own.
I know there’s a huge market on-line, but I haven’t had that much success with on-line sales. My books are registered on many sites, I have a website and this blog. E-books are catching on so that market might open up more on-line sales.

In the meantime, I keep watching for opportunities to reach customers in unique ways. I’d welcome comments about how creative marketing has worked for others, either as a seller or a buyer.

Getting Your Name Out There

I had the honor this past week to speak at a writers’ conference. My hosts, Skagit Valley Writers League, in collaboration with Pacific Northwest Writers Association, provided an excellent forum for attendees.

Among the speakers were Jane Alynn, award-winning poet; Liz Adair, novelist and family historian; Lindsey McGirk, bookstore online marketing specialist; Chuck Robinson, co-owner of Village Bookstore in Bellingham, WA; and myself, non-fiction and fiction writer.

My session, "Writing for Pleasure, Marketing for Profit" delved into the nitty-gritty of selling non-fiction. I covered such topics as where to find magazines and other publications to buy your articles. We discussed what to include in query and submission letters.

I stressed the importance of knowing the type of rights to sell, such as all rights, first-time rights, reprint rights. As an example of reprint rights, I mentioned that I have had more than 400 articles published in magazines and newspapers. Many of these articles previously appeared in publications, then were resubmitted as reprints to other magazines. This allows me to reach a broader audience and at the same time get more revenue for my work.

We discussed the importance of a "hook," both in a query letter and in the article itself, something to grab an editor’s attention in the first paragraph. Submitting images is essential to sell most articles, even if the publication chooses to use their own or stock photography for the published article.

Many times research for one article will branch out into other articles. For instance, we went to Molokai, Hawaii for our 25th wedding anniversary. While there, we risked our very lives, riding mule-back down one of the highest sea cliffs in the world, the steep, 26 switch-back Kalaupapa Trail to Father Damien’s leper colony. From that one Hawaiian trip, I wrote two different articles to submit to two different magazines.

I wrapped up my presentation discussing the importance of record keeping, keeping track of submissions and following the process to its conclusion: query, submission, acceptance, publication, getting paid.

It’s fun being a part of a writers’ conference, talking with people eager to learn from successful writers.

Being a presenter at a conference is also a way of getting your name out there. Name recognition is important for a writer. Also, we writers lead a solitary profession–it’s gratifying to mingle with other writers and like-minded people.

I thank my hosts for this great opportunity. For additional information on Skagit Valley Writers League, please visit www.skagitwriters.org.

A Time of Renewal: Women Writing the West Conference

Carolyn Wing Greenlee with guide dog Hedy and Mary at UCLA

It’s a spiritual experience, our Women Writing the West annual conference. Seeing old friends and making new ones is enriching beyond words. Among these women, and a few men, too, we make friendships bound through our love of writing. We share writing experiences, our successes, our hopes and dreams.

This year’s conference was held on the UCLA campus in Los Angeles, a departure from previous conferences.

Throughout Friday and Saturday, inspiring panels and workshops broadened our world of writing as we learned what agents are looking for, what makes publishers notice our work, a wonderful session on the evolution of transportation in the west and the role women played. We learned about California’s untapped treasures, we were given the latest in marketing techniques. We all dream about having our work appear on screen and we were given practical approaches in presenting our work to producers. And finally, we were introduced to refreshing creative writing skills.

As we normally do each year, registrants have an opportunity to have one-on-one 10-minute appointments with agents, publishers, marketing specialists and a books-to-screen specialist. This year I coordinated that event. Again, I was reminded of the old saying, "the more you put into something, the more you get out of it." Working on the logistics of this task forced me to learn and work with spreadsheets beyond what I had previously learned. I worked with a great team and was gratified by their dedication and enthusiasm.

My own appointments with several of these experts helped refine my strategies for when my next book, Tenderfoot, is released within the next few months. Today’s marketing is so much more technical than when my last two books were published. Public appearances are still important, but marketing on-line is a vital piece of the process now.

Delightful speakers are always a part of the conference: the Friday evening buffet, Saturday luncheon celebrating the 2009 WILLA Literary Awards finalists, and Saturday dinner celebrating the WILLA winners.

Two tours were offered as "extras." I participated in the Friday morning bus tour of Hollywood and Beverly Hills. What fun! I couldn’t go on the Sunday tour–Getty Center Exhibition–because of my early afternoon flight home.

Many among the membership are successful writers with several books published, others have only one or two, some have never published a word. Yet all are welcomed with the kindness and warmth of a true sisterhood.

My heartfelt thanks to this year’s committee for a memorable conference. For more information on Women Writing the West, please visit www.womenwritingthewest.org

I Wouldn't Call It Writer's Block

I don't like the term "writer's block." It scares me. I do admit to an occasional lack of ideas. A sort of inspirational drought. This is one of those times. I sit at my computer, browsing my folders of submitted articles, some published, looking for revelation. The phone rings.

It's my husband, reminding me of a date we have with our daughter this evening. He chats away while my eyes dart back to my monitor. "The most interesting thing is happening here." His voice is full of enthusiasm. "A Canada goose built a nest right outside my office window. Sometimes I feel like an intruder, watching this little family." He goes on to say that he put up a barricade to three of the parking stalls near the nest, just so the goose won't be frightened off and leave her roost. The gander stays close, even sitting on the nest while the goose waddles off to find food. "Remind me to take my camera tomorrow—the goslings should be popping out any day now."

"Umm," I answer. "Well, I need to get back to work."

I open a file, an article recently published about our trip to Hell's Canyon. I could submit that for reprint. I glance at my watch. In a few minutes my neighbor will take me down to pick up my car that's been repaired. My mind wanders to the owner of the shop. He manages a busy automotive shop and has several mechanics working for him. He has only one leg and uses crutches—he's about the age to be a Viet Nam vet. I admire his courage and his stamina. He must work twice as hard as the rest of us to get his job done. A couple of years ago I broke a small bone in my foot and I griped about that inconvenience. With crutches, you loose the full use of your hands, too. I wonder what his story is, how he lost his leg. I wonder what my bill will be.

It's nice of Jenny, my neighbor to take me down to the shop. She's pretty preoccupied right now. Drugs have taken over her son’s life. "I've learned so much about addictions," she told me once. She says she could write a book, but she's too tired.

Maybe instead of a reprint, I should rework that Hell's Canyon story.

A few years ago we moved from a regular neighborhood to a new home on five-acres. Moving is always time consuming and it was hard to think of anything else for awhile. It's what we always wanted to do, but I'd wished I'd known then what I know now. For one thing, having your own water well opens up a world of questions. What's involved in a water test? Do we have to worry about efficiency calculations? Why did our white clothes—especially my nylon panties—turned a blotchy brown? I just hoped I wouldn’t get in a car accident. After researching the Internet and consulting a chemist, we've finally answered most of these questions. All this took chunks of time away from writing though.

Okay, settle down now and find a topic.

Only two weeks after we moved in, the American Red Cross called. I go on three or four national disasters a year, working as a volunteer. I've responded to hurricanes, tornadoes or floods in places like Louisiana, St. Croix, Puerto Rico, Tennessee, West Virginia and Kansas. This time Red Cross was involved in helping with the Kosovo refugee program at Fort Dix, New Jersey. The job was fascinating and I felt a little part of history as I learned the refugees' scary—often tragic—stories. It was humbling, realizing all they had lost. By the time I got home, my mind was a jumble of all I had seen and heard.

Our four children all live within an easy drive of us. I love getting together with them, even if it is time away from writing. I have to smile when I remember what our oldest son said once when he was about three. A radio newsman announced a traffic snarl on our local freeway. Because of fog, he warned of a seventeen-car pile-up. "Wow," my little son had said. "Seventeen cars! How high would that be?"

Okay, now. Get back to business. What can I write about?

CALL IT PERSISTENCE, TENACITY, NAGGING ...

Persistence pays off. After I submit an article to a magazine and receive no response, I wait an appropriate amount of time--three months is my usual rule of thumb–then I write a polite follow-up letter asking the magazine editor if she’s had a chance to review my submission. I enclose a copy of my original submission cover letter, which is the sales pitch for the article, and an SASE.

The response I've had to these follow-up letters has been gratifying: On one, I received a prompt telephone call. "Mary, thanks for reminding me. I'd put your article aside and it got buried. I'd like to use your piece next month."
After I'd sent a reminder, an editor admitted they had lost my manuscript, but he thought the article would be something he could use. Would I resubmit the manuscript? Would I! The article was published within two months.

One local sailing magazine didn't respond in a timely fashion but called me after my follow-up letter. He liked the article, but his magazine was no longer doing destination pieces. However, he needed someone to write a monthly "event" feature story, which I agreed to do. This new opportunity stemmed from my reminder letter.

Of course, not all my follow-up letters have happy endings. Some of the articles come back rejected, but at least I know the status and I can immediately resubmit the articles to another publication. If, after sending a follow-up letter I still don't hear anything within three months, I make a notation to never submit to that outfit again. As soon as possible I resubmit the article to another publication. The idea is to keep your articles circulating, not sitting on your or an editor's desk.

Over the years as a free-lance writer, I’ve had more than 400 articles published in magazines and newspapers. It’s been gratifying–not only for the income, but to have readers comment that they’ve seen my article in a magazine they subscribe to.

Following is a sample follow-up letter:

Dear Ms. Smith:

On October 5, 2010, I mailed to you "Celebrating Traditions" on hard copy and on disk in RTF format, together with a stamped self-address envelope. Included with the article on disk were digital images and a picture caption page. I am enclosing a copy of my cover letter for your review.

I would appreciate a reply if this article meets your editorial needs. Enclosed is a stamped self-addressed envelope for your convenience; or, if e-mail is more convenient, my e-mail address is listed below. I do not need the materials returned.

Thank you for your consideration.

Sincerely,
Mary E. Trimble
Phone: (206) 555-2400
E-mail: trimble@usa.net