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Planning a short-term launch or a long-term book marketing campaign?

There’s definitely something to be said for celebrating the publication of your book – especially your FIRST book – with a big gala launch party to-do celebration. If … you have the time, budget, energy, skills, and/or team to put it together. And celebrate you should! A book is still a big deal. You took the time to write it, design it, create an attractive cover. You paid to have it edited, typeset, proofread, and perhaps printed. You want to share your success with your friends, family, clients, neighbors – pretty much everyone you know.

To do a launch up right takes an investment of time and, depending on your goals, probably some money. The amount can be large or small, depending on whether you charter a yacht, as one of my prospective clients was thinking about doing, or hold it at a local coffeehouse where the shop owner agrees to give everyone who buys a book a free cuppa joe, as another pair of clients did.

evergreen sapling and tree

The thing about putting an enormous amount of effort into planning a launch is that it’s usually short-term thinking. For a book with an evergreen subject matter or theme, a single launch event should be the first item on the list of a long-term marketing campaign. To be clear, your brand new book about the latest wedding fashion trends is not timeless – so this idea may not apply. A job search book you wrote 10 years ago needs updating to include LinkedIn and online apps to become relevant – and it likely will need updating again in the next couple years, so it’s not evergreen, either. A YA coming-of-age novel? More timeless, unless it’s weighted down by too many references to modern details like Snapchat and Dylan O’Brien.

The point is, if your book will remain relevant past its first six months in print (or you can routinely update it to keep it relevant), you want to plan a long-term marketing campaign that includes building a decent social media following; securing reviews; participating in local, regional, and national book events; blogging; writing news releases; and keeping in regular touch with your most loyal readers.

Remember, dear author, that there is no one-size-fits-all approach to marketing a book. It’s up to you to know who your reader is, where he/she spends time on and offline, and how you can begin to interact with him/her. Word of mouth is important, so who are the most influential of your ideal readers? Focus on them, engage them, and tempt them to get the buzz rolling. This is a delicate balance that first recognizes the social aspect of engagement; secondly acknowledges that this person is likely busy; and thirdly offers something of value (e.g., copies of your book, access to your mailing list, the possibility of partnership) in exchange for their assistance, as opposed to coming at them with your hand out.

Other ideas include creating an inner circle for superfans and building a membership site that offers more tools, grander insights, or deeper access to you and your creative well.

The most important aspect of a long-term campaign is the plan.

  • What are the tasks?
  • Who will perform them?
  • When will they perform them?
  • Who will manage quality control to be sure all the tasks are completed on time?
  • What is your plan for amending the plan when it’s not working for any reason?
  • Who will hold you accountable if you fall into analysis paralysis or procrastination?

GS - pencil ruler book

Clever launches occasionally catapult authors to bigger successes. More often, they’re just short-lived photo ops. Long-term plans with consistent application is where the true success thrives. Hold the launch. Celebrate your book’s first bloom. Then, nurture it and cultivate it so it can keep on growing and thriving.

Here’s to planning for the short AND long term!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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(Hint: It’s NOT too late, even if you’ve already placed your first printing order for books!)

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Book launch done RIGHT!

Here’s a bit of encouragement for those of you who may have been working on your book for a while. Sunday marked the launch of Classic Tales from the Firehouse: Firefighters’ Stories of Calamity, Courage, & Caring, more than 22 years in the making. Mother-daughter team of Betty Joy and Rebecca Joy came up with the idea on Christmas morning 1991 when Rebecca’s brother, a Phoenix firefighter, was late to the family celebration because of an odd call: a family reported a noxious smell in their home, and it turned out that Grandma was the culprit! Betty turned to Rebecca and said, “These stories are all so fascinating – we should write them down.”

Rebecca, also a 26-year veteran of the Phoenix Fire Department, had unique access to the storytellers themselves, so she began a mission to collect stories from as many different firefighters as possible. The result is the book, Classic Tales.

My role in the book was multifaceted: editing, page design, marketing consulting, revising the media release, input on the cover design, help with the website. So I am very proud of Rebecca, Betty, and this book.

But what I want to share with you today are all the ways their launch was a perfect one for novice authors to model.

Perhaps the most important thing they did was begin with a really good book!

Classic Tales book cover


Next, they chose a great day for the event, planning their launch on May 4th, International Firefighters’ Day.

FD_InternationalFFDay


Rebecca then secured an awesome venue: the Hall of Flame Museum of Firefighting.

HofF

HofF 2

HofF 3  Hall of Flame classic fire _truck_


Next, we wrote a kick-ass media release.

Microsoft Word - Beckie May 4 news release


The release resulted in an invitation for an interview by KTVK-Channel 3 and an event listing in the North Central News, a biweekly tabloid newspaper!

KTVK

NEW - north central news


Rebecca used Eventbrite, Facebook, and the Channel 3 website to promote the launch.

eventbrite

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facebook

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azfamily


She ordered posters, bookmarks, and business cards.

poster

bookmark

biz cards


On the day of the event, things went almost perfectly. First, she had an acoustic guitarist friend playing in the background.

music


The first table guests passed offered them the opportunity to “sign in” – the perfect way to collect email addresses, both for sending thank-you notes after the event and for list-building.

sign up 2

sign up


Rebecca did something very cool: she had prior version of the book on display so guests could see the evolution of the book through the years.

timeline


A second table was set up to disseminate information about Rebecca’s pet project, the Simple Awareness Method.

sam


A professional videographer was on hand, capturing everything for memories, YouTube, and future marketing.

cameraman


The books were prominently displayed.

books


Rebecca enlisted the help of her friends from the National Speakers’ Association to serve as cashiers for the event. Each was equipped with a Square, for quick credit/debit card and cash transactions.

volunteers

volunteers1


In order to keep the line moving as quickly as possible, Rebecca’s friend Jamie gave each guest a sticky note on which she wrote the name to whom the book would be autographed (especially important for those buying more than one book), and inserted a bookmark at the page where they wanted the book signed.

line

organized

line closeup

organized 2

signing


April Warnecke, the weather gal from KTVK-Channel 3 served as emcee – the perfect choice, as her family has a long history of fire service.

april


Of course, Rebecca and Betty spoke.

rebecca

rebecca & betty


Rebecca took the opportunity to acknowledge all the firefighters in attendance, including her brother, Cyrus, and her son, Jesse. Every firefighter, both active and retired, received a button that said, “Firefighters Kick Ash.”

ff pins

honorees


Hungry guests were able to purchase snacks of Mexican food from local favorite, El Molino, which had a mobile stand set up right outside the venue.

el molino


Rebecca and Betty are donating a portion of all proceeds from the book to the Beyond the Flames foundation, started by retired Phoenix Police officer, Jason Schechterle, after he survived a horrific automobile collision. Rebecca also had volunteers selling raffle tickets at the event for a ride-along with the Phoenix Fire Department to raise more money and was thrilled to present Jason with a check for $500 at the event.

raffle sign

Presenting Jason with check

 


The only thing I might have done differently would have been to provide more seating. The event opened at 1 p.m. to allow guests the chance to visit the museum. The program began at 2 p.m. and ran till 4 p.m. – a long time for people to stand. Rebecca’s nephew, Jared Kolesar, played a set as part of the event lineup.

Jared Kolesar performing

Here’s one lucky seated guest, a long-time friend of Betty’s, perusing the book.

a reader

Overall, it was, by far, the best one could hope for in a first-time author’s launch. If you’re getting ready to launch your book and would like help to put an Anatomy of a Book Launchevent like this together, download my free special report: Anatomy of a Book Launch. Then CALL me at 602.518.5376 to schedule your complimentary 15-minute consultation. It’s never too early to begin planning!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Q & A with Jenn Laurent, author of “Excerpts from the Heart of a Mom”

Yesterday, I had the privilege of introducing Jenn Laurent’s new book about conscious parenting, Excerpts from the Heart of a Mom. I also mentioned that we would be doing a Q & A on Jenn’s Facebook page about the concepts she discusses in her book, and also the book itself. This was a fun exercise where a few of us pelted Jenn with questions about conscious parenting, and she responded like a pro!

Below is the transcript of the Q & A session:

LAURA ORSINI:  Hi, Jenn. Congrats on your book launch! You must be very excited. You’ll be doing a Q&A now, won’t you?

JENN LAURENT:  Hi. Thank you. Yes, I will 🙂

CASSIDY GARD:  So exciting that Launch Day is here!

LAURA ORSINI:  If anyone has a question for Jenn about her book or conscious parenting, please feel free to jump in!!  My first question is this: What IS conscious parenting?

JENN LAURENT:  Conscious parenting is parenting with awareness. It is about taking the necessary steps in your own life to allow you to be present with your children. It means that we make choices, rather than parenting out of habit.

CASSIDY GARD:  How do you make conscious choices when your patience is being tested and you’re dealing with tantrums in small children?

LAURA ORSINI:  That seems both like common sense, and something that could be useful to have someone guide you toward. How did you arrive at this idea of conscious parenting in your own life, Jenn?

JENN LAURENT:  Great question, Cassidy, and one that I think involves a bit of a detailed answer. But in short, we need to find ways to stay centered and focused, as parents. By taking steps in our own lives and finding ways to care for ourselves, we are better able to deal with stress and anxiety in the moment-to-moment activities involved in parenting.

LAURA ORSINI:  Where does a busy parent begin in their efforts to be more conscious?

JENN LAURENT:  Laura, I am a person who enjoys self-reflection, so I have gathered my own life experiences, the work I have done in the field of social work, and my own self growth. I wanted to parent in a way that felt good in my heart, and I have chosen to share that with others through my book.

CASSIDY GARD:  I’m sure your book goes into greater detail about specific approaches, but what is the number one universal tip or mantra you tell yourself in the moment to stay focused? I’m sure that many obstacles come up, day to day, but do you have one thing you always tell yourself to reinforce #ConsciousParenting?

JENN LAURENT:  I think a good starting point for parents is to form an intention about the type of parent they want to be. By knowing your purpose and what parenting means to you, you are able to build from a strong foundation and more easily navigate through the day-to-day parenting experiences you encounter.

LAURA ORSINI:  Do you think it’s ever too late to begin trying to implement practices like being in the moment and not trying to shape our kids into who we think they should be?

JENN LAURENT:  Cassidy, I think everyone needs to find their own unique way and discover what works for them. The key is to find it. I make a point of acknowledging the intention I have about for the mother I choose to be daily, and I also remember that a huge piece of parenting is the fun it entails.

CASSIDY GARD:  Do you remember when you first discovered you would be a mom and imagined raising a son? How did your expectations differ from the actual experience?

LAURA ORSINI:  I LOVE the reminder that parenting is supposed to be fun, too!

JENN LAURENT:  Laura, it’s never too late. There is a quote that it is never too late to be what you might have been. I love this and believe it applies to all areas of our lives, including parenting. If we are facing struggles as parents, feeling a lack of fulfillment, or simply know in our hearts that there is room for change, we can implement practices to make our parenting experience exactly what we choose for it to be.

DANYELL FIMA:  How does the mother or father of pre-teen and teenagers begin to parent more consciously?

JENN LAURENT:  When I found out I was having my son, I don’t necessarily think I set expectations; rather, I set intentions and focused on images of the way I wanted things to be. I saw clearly the type of experience I was setting out to have. And so, in all honesty, it has not differed much from what I “expected.” Yes, things may look different in my life, but the experience is what I intended it to be.

JENN LAURENT:  Danyell, when our kids are older, parents need to find a way to really see who our children are and accept them for that. Again, it all starts within. As parents, we need to be clear about our intentions so that our children receive that message as well.

LAURA ORSINI:  Want to move to the book a bit. Did you learn anything new about parenting as you were putting these rather profound concepts into words?

CASSIDY GARD:  Do you think that parents and society place a lot of judgment on children when we use phrases like “Terrible Two’s” or automatically assuming a child will be difficult as a toddler, pre-teen, or teenager? How do you use conscious parenting to avoid that and embrace positivity?

JENN LAURENT:  Laura, I learn something new every single day. Just when I think I have something all figured out, I realize that another layer is presented and there is more to learn.

JENN LAURENT:  Cassidy, great question. Yes, I think labels and statements like these set us, our children, and our families up for failure. If we expect something to happen, then most likely that is what we will look for to happen. If we can set up our children for success by expecting positivity and goodness, we are that much ahead of the game.

LAURA ORSINI: How much does Jaden understand about his role in Excerpts from the Heart of a Mom?

JENN LAURENT:  I value my son’s feelings, opinions, and input tremendously and have made him aware of this project from the moment I began. He thinks it is pretty darn cool that there is a book out there that has been inspired by him. 🙂

LAURA ORSINI:  Do you have a favorite chapter or lesson?

CASSIDY GARD:  As the child gets older, is there a good way to include them in the conversation so that they understand these “conscious parenting” techniques and how they can make conscious choices independently so that they are in harmony with their parents?

LAURA ORSINI:  If there were a double-like button, Cassidy, I’d press it for that last question!

JENN LAURENT:  My favorite chapter or concept is “All You Need Is Love,” which is dedicated to parents being committed to loving even though. It is so important for us to show our children that they are loved, no matter what. Even when they make mistakes, drive us crazy, or disappoint us, they need our love. You see, it is easy to love when things are easy, when things are going our way. It is much more difficult to love in the face of conflict or darkness. We have the opportunity to teach our children how to love others when it is difficult by loving them when it is difficult.

JENN LAURENT:  Cassidy, I believe our children are able to understand well before we think they can. I share some of these concepts with my son and we have conversations about them. I have always provided him with the reasons I do things the way I do, so he has learned on a daily basis about mush of this. I think our children benefit greatly from be included in the reasons why, in understanding the way they are being parented … after all, it is their life! 🙂

LAURA ORSINI:  I love that concept, Jenn — it’s true for all of us, even grown-ups. I heard it said a long time ago that it’s when we’re most unlovable that we need most to be loved.

JENN LAURENT:  To continue that answer, Cassidy, children learn by example. If they are parented in a conscious way, they learn to live in a conscious way.

LAURA ORSINI:  Jenn  will you tell people where they can buy the book?

JENN LAURENT:  The book is available at amazon.com, barnesandnoble.com, or my website http://livethroughtheheart.com/my-book. If readers buy today, they will receive special free bonus offers. And always, a percentage of proceeds will go to Olive Crest, a nonprofit organization dedicated to helping families and children.

CASSIDY GARD:  Thanks Laura! Wow, that makes so much sense, Jenn. I think parents will be amazed by these techniques and approaches. It’s unlike a lot of what is already out there. So refreshing to see an approach that is simple yet full of wisdom and meaning behind it.

JENN LAURENT:  Thank you, Cassidy.

LAURA ORSINI:  So we thank you all for coming — and for asking questions, Cassidy and Danyell! Please be sure to visit Jenn’s site (http://livethroughtheheart.com/my-book/) to see the bonuses and buy the book today! Or if you prefer, it’s also on sale at Amazon (http://amzn.to/10PlCPW) and Barnes & Noble (http://bit.ly/115LNkM).

CASSIDY GARD:  Thanks Jenn! I think these will be amazing gifts for all of my friends and family. It’s a beautiful read, but also highly informative. Great timing for the holidays!

JENN LAURENT:  Thank you everyone!! Happy Tuesday and Happy Holidays!

The good news is that we’ve extended the bonuses for another day! If you haven’t had a chance to check out the bonuses or buy the book yet, you can still take advantage of the offer today. This is a tremendous book and would make a wonderful holiday gift for the mom in your life.

Happy parenting —

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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If you’d like to schedule a Facebook Q&A to discuss YOUR book as part of your social media strategy, please complete the form on this page or call us at 602.518.5376. Booking now for 2013!

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Notes on a book launch: “Excerpts from the Heart of a Mom”

I am excited to tell you all about TODAY’s launch of my client’s new book, Excerpts from the Heart of a Mom. Jenn Laurent is the thoughtful mother of a lovely 5-year-old boy named Jaden. Her original goal was to create a series of essays she would later present to her son as a gift, but she quickly saw the value the writings might have for parents looking for a new way to connect with their children.

Jenn defines conscious parenting as parenting with awareness. It is about taking the necessary steps in your own life to allow yourself to be present with your children, and opening your heart and mind to truly understand the reasons you parent the way you do. It involves making choices instead of parenting out of habit – or simply not knowing any better. Her 25 conscious parenting concepts are designed to help parents foster their children’s innate and profound wisdom and keep the children connected to their authentic selves. Her goal is to inspire parents to open their minds and hearts and be willing to explore a different way to parent that can bring fulfillment, joy, and peace.

I believe this book about conscious parenting truly has the power to make a difference in many parents’ lives … as well as in the lives of their children.

Jenn came to me just a few short weeks ago, via a referral from my friend Gilat Ben-Dor, a coach who specializes in working with Multi-Passionate Professionals™. Jenn knew she needed help to market her book, and thus a book launch was born. This involved many players and moving pieces:

  • Nikki Pesusich, PR pro from Coterie Media
  • Cassidy Gard, versatile and multi-talented virtual assistant
  • Joe Stevens, webmaster extraordinaire from Ball Media
  • Yours truly, book launch coordinator
  • Jenn, the author and juggler of many balls

None of this would have come together without Jenn’s vision for success and the knowledge that she needed a strong team of professionals to help her through the pieces she couldn’t do herself. She deserves HUGE congratulations for her willingness to jump in and learn as much as she could on a very tight deadline. Nikki is just a superstar with the media aspect, and I’ve never met anyone who interprets my written instructions as well as Joe. While I haven’t had much personal interaction with Cassidy, I know she’s been a social media diva, bumping Jenn’s Facebook friends by nearly 1,000 in no more than a month.

We’ve put together some nice bonuses for people who buy the book today! Please be sure to check out Jenn’s website for more details about the book and to view the bonuses (including a sampler of questions from my own book, 1,001 Real-Life Questions for Women). You can buy right there via PayPal or purchase through Amazon or Barnes & Noble.

Also – join us TODAY at noon PST for a Q&A with Jenn on her Facebook page: Facebook.com/LiveThroughTheHeart.

These are the kinds of success stories that keep me smiling and loving my work. Many congratulations, Jenn. You deserve it!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Visit our website to view/download our Timeline of a Book, where you’ll note that marketing your book should start as soon as you begin writing it. If you’d like help setting up YOUR book marketing strategy, call us today for your complimentary 30-minute consultation! 602.518.5376

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