Smorgasbord Media Training for Authors – Advertising – Covers, Titles and Key Words by Sally Cronin


I am continuing the series on media training and marketing for authors which is adapted from my media training course for small businesses and charities. Authors are small businesses with a product that needs marketing to obtain sales. Once you start thinking of yourself as a business it tends to focus your mind differently.

One of the jobs that gave me some perspective on marketing and promotion, was the several years I spent as advertising sales manager for a free paper in London and then a holiday publication company.

Part of my job was writing copy for clients who could not afford to spend a fortune with an agency. This was quite an interesting challenge because most companies, whatever their product wanted to put their name in large letters front and centre. So for example:

Great name, but what does the person who is looking for a new car see when they are skimming the adverts for cars?  Steve Smith and Sons.. but that is not the product for sale and is not going to grab the attention of the person looking to buy a car. If you are looking for a car, you are more likely to be interested in reading the same advert, but arranged very differently.

Using key words effectively will significantly increase your chances of reaching your customers.

Unfortunately this is also a mistake that we tend to make when we market our books.  Unless we are J.K Rowling or any other bestselling author who has a dedicated following, putting our names in very large print on our book covers is not going to achieve sales.

For an author trying to sell a first book and even others that follow, it is almost impossible to stand out from the other millions of books on sale on the primary online bookseller Amazon.. or even on the bookshelf of your local bookstore.

If you look in the average bookstore, novels are shelved alphabetically, not usually by genre, there are no reviews and they rely heavily on cover and back blurb to encourage you to buy. Non-fiction books do have an advantage as they will normally be listed by subject matter which does narrow the field somewhat.

Both however need to have a cover that reflects the contents of the book fiction or non-fiction or, is so visually stunning, that it invites readers to explore further. And very importantly, books need a title that screams out to the reader “buy me, I am the most informative, entertaining, interesting, relevant, novel, self-help book, inspiring story you will ever read” and also find away to convey all that is between the covers!

This is not easy since most titles are only usually between 1 and 5 words.

Finding a book title that sells your book.

There are millions of books available today digitally. This is why it is so important that your title leap out from the page and grab potential reader’s attention. Novels are tough as most of the words used to describe each genre are well used. For romance novelists it must be a nightmare since the words love, destiny, fate, romance, desire etc have to be used in a title in the most imaginative way.

With non-fiction it is not easy but it is simpler – providing you get your USP (unique selling point) in the title….remember that there could be thousands of books that are cover your particular subject matter and you want the reader to buy your book.

So what is your unique angle that makes your book different from all the other books on a particular subject that can be  incorporated in your title? This is where using MY comes in handy.. for who is more unique than you? Instead of A Lonely Childhood.. My Lonely Childhood etc.

Finding an original title for a novel can be tough since there are only so many words within each genre that you can use to convey the subject of your book.

Obviously the genre is a starting point – SF – thriller – comedy – Romance – Humour, Children’s etc, and my suggestion is that you take a good long look at other newish books in that genre so that you are not duplicating – write several down and still see if you can get something unique into your own title – try it out on all your friends and family and when you have your title, it is also important to Google it to see if anyone else has a book by that title.

You may find one or two but if you play around with the wording you can usually find one that is not already in use.

Remember – this is your advertising headline for your book – it has to grab the attention of your potential readers and also those that can help you promote the book.

Using Key Words as Taglines.

Your book cover and the wording are your advertisment and whilst it is not a good idea to crowd the cover with text, having a tag line can help.

This is a recent release by Jane Harper: https://www.amazon.co.uk/Jane-Harper/e/B001KI8MCE

If the book had just been the image and the title, the book would have had no identity. The fact that it is written by Jane Harper would have attracted her fans; but what about a reader who is browsing to find a murder mystery or thriller, who had not read any of her books prevously?  But because of the key words and endorsements, the moment you look at this advertisement for the book you know exactly what is between the pages.

Here is another example of a non-fiction book that uses key words to attract the attention of readers. This is written by Sir Max Hugh Macdonald Hastings, who is a best-selling author, historian and journalist who can use his name as key words as can J.K. Rowling, Stephen King and other established best-selling authors. As you can see the use of any form of testimonial is important as is the use of specific words to identify that you are going to be reading about Spies, Codes and Guerrillas 1939 – 1945.

Book available: https://www.amazon.co.uk/Max-Hastings/e/B00MWZQP4G

Here are some more examples that show you how tag lines can provide you with that USP that makes your book stand out from the crowd.

“Your genetic makeup – Your grandmother’s legacy……..”. “Training a deaf dog – The hand signal manual”. “The Passion and the Anquish”…..Horror Stories from Beyond the Grave. “Murder at the Fair……. Do you dare ride the Ghost Train?”

If you have already received an editorial or advance reader review then you can certainly put a few words on the front cover with the name of the reviewer that are appropriate. It may not be The Guardian or The Sunday Times but it is still a recommendation to buy.

Note: If you convert your print books to Ebook after you have received reviews.. make sure to mention one or two on your Ebook cover.

Note Two: If you are publishing with Kindle rather than as an independent self publisher you will find that there are restrictions on some wording that you put on the front cover. Check that out before completing your cover design.

So this is effectively your car advertisement, and when you are designing your cover, you do need to think about those select few key words you are going to include in addition to the title and your name to attract readers to buy your book.

Book Blurb.

Amazon offers you the chance to put our back blurb on the selling page so that readers can find out more about the book. This is also part of your advertisement and whilst you should not writer a chapter on the book, you should let a reader know what they can expect.

Put yourself in the reader’s shoes.. If you were looking for a book to read, what would make you click the buy button.

Genre – basic story plot – main characters and importantly work your key words into the blurb as well. Add in some teasers too..

“Can Sally get to the chocolate before the cookie monster eats it all?”

You can also put some headline reviews from any advance readers here, especially if there was not room on the front cover.

“Fantastic edge of the seat read” – T.Jones – “Couldn’t put this thriller down until I had finished” – B. Smith  –  you get my drift.

Authors Page.

This is a headliner and a place where not only can a reader find your books but also something about you the author. A photo does help.. it makes you relateable.  Then something that gives a reader some confidence in your writing ability before they buy your book. This does not necessarily mean listing everything you have ever written, but by the way your write your biography.  This is an example of your work and if you don’t interest the reader or impress with your style of writing they may not feel like buying the book.

Check out the bios of succesful authors and find a style and content that you like and use that as a formula.

Categories and key words on Amazon as part of your advertisement tool box.

On Amazon you do have a number of different options to choose when you upload your book in addition to your cover and blurb. These include the option to choose a number of relevant categories, and very important key words that a potential reader might search for to find their next book.

Back to the example of the advertisement for cars!

If readers do not know your name, they are not going search for it and find you. So you have to be in the right place in the bookstore so that they at least might catch sight of your title and cover.  This requires you to be very specific with your chosen book categories and key words.

On Amazon you can use up to 5 – 7 key words for your book but you may find more impact by combining multiple key words together which is useful. Two or three together have more impact than just one. For example Rapid Healthy Weightloss is more specific than just weightloss Give up Smoking, Cooking with microwaves, Lancaster in 1960.

For fictionMurderer for Hire, Romantic short stories, Love Poetry, Thrilling Flash Fiction, Historical Romance etc.

NB.I suggest that you take a look at any older books that you have on Amazon, as they have introduced more options  for categories in the last couple of years. Here is a link also to a post that might help you with key words. Also check the blurb and  see if that might need a little TLC.

https://kdp.amazon.com/en_US/help/topic/A2EZES9JAJ6H02

Having established a place on the bookstore where the casual reader can find you, you now need to reach out and let specific fans of your genre or non-fiction book know how to find you there.

Next time… joining the right waterholes to find your potential readers for both print and ebooks.

Here are the previous posts on Press Releases, preparing for radio and television interviews: https://smorgasbordinvitation.wordpress.com/media-training-for-authors/

 

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Smorgasbord Media Training for Authors – Getting a foot in the door – Press Releases and door knocking.


Despite the fact that it is very difficult to get the attention of the mainstream media, I still believe that you should make every effort to get your book noticed.  If you have done everything right – well written, edited, formatted and produced either in print, E-book or both, then it deserves your best shot.

This includes sending out press releases.

There are certainly a couple of things to consider.  Most self-publishing companies are not going to do your marketing for you.  You can pay quite a bit of money to a PR firm to compose and send out press releases to their contacts, and if you feel you will get a return on your money, then it is probably the most effective way to go.  They will compose your release and then direct it to specific contacts in the media who would be most interested in your genre or books in general. And, because they are a recognised PR firm they are likely to get it as far as the journalist in question.

Unfortunately today, unless you have a high profile name – either author or celebrity, your press release about your book, that you send in your own name, is unlikely to get past first base.  Short of changing your name by deed poll to J.K. Rowling, you are going to have to make sure that both the subject line of your email and the title of your book intrigues.

How can they find out more about you?

Also it is a good idea to have created some form of digital footprint so that if you peak someone in the media’s interest, they have access to information about you and your book before they consider contacting you.

I suggest that you use the usual social media – including LinkedIn, Facebook and Twitter as well as your own website or webpage.  You notice that I put LinkedIn first as I use this one primarily for work and business related posts and my profile is geared towards my professional career rather than the more personal one on Facebook.

It is very important that you have an Amazon author page.. with a well thought out biography that is relevant to your profession which is a writer. Even if at this stage you only have one book… there will be others and if you do not have a website or blog this is a point of reference that someone searching for information is going to be checking.

You can also expect to be Googled.. This is where having an online presence, blog, social media and also interviews that you have done on other authors websites will be picked up.

Do make use of your contacts, it is a good idea to set up a page on Facebook for your new book and ask your contacts to like it.  You can put a lot of information on the page that can be accessed by anyone doing a search on you.  Never, be afraid to ask your contacts on any of your social media sites for help.  Your contacts, particularly if you have a few hundred on LinkedIn may in turn have someone they are connected to who might be able to help get your book noticed.  There are also groups on both Facebook and LinkedIn that may be interested in the subject or the genre of your book.  There are also groups of self-published authors and those who will promote your book for free.

You are reading this on a blog that has several ways that you can promote your books and also be interviewed.

https://smorgasbordinvitation.wordpress.com/sallys-cafe-and-bookstore/

Press releases and door knocking.

With any press release I suggest that you start locally, as I mentioned before the nationals will pick up on good stories that have attracted attention at a local level. However, if you decide to go for the nationals at the same time make sure you have researched the individual journalists or columnists who would be appropriate for your book subject.

You can find most of the information regarding local and national journalists online at the contact page for the publication or radio station (always include) and you can then send a personalised release.

If you are sending your press release out en masse, then make sure you bcc the email addresses, it is very annoying to find your email address plastered all over an general email.  Also your server may block multiple emails as spam and I usually keep emails to four or five addressees at a time. I also like to track response to those I send out and then tweak my press release if needed.

Also do not send an attachment as this can be bounced.  Instead include everything in the body of your email. You can create in a word document with your book cover pasted in and the body of your press release.  Remember this is a sales message however, that requires a call to action, so first and foremost you need to have a an attention grabbing headline for the subject box.

Think about what might make this journalist who receives hundreds if not thousands of emails per week to open yours.  Is there a topical link to current news – what is the Unique selling point of your book and your title. Dogs are loved the world over so to use as an example this press release is for Sam: A Shaggy Dog Story.

Make it easy for them to find information out about you and your book and to contact you if they wish to.  Keep the body of the press release to fewer than 500 words. You can expand on this if you put together a CV version to send out with books by post or in person. (mine below).

Press releases are usually written in the third person.

The body of the press release expands on the Who- Why – What – When- Where and How of your book. Front cover, back blurb – emphasise any unique points that makes your book different from anyone else.  Remember that editors and presenters are likely to see hundreds of emails and if you want yours to stand out it needs to be as interesting as possible.

Repeat details about yourself with links to websites include the exact URL and if you have a web page or blog then link to that too.

Make sure that you have all the relevant contact details so that you can be reached to take the issue further.

Press Release:  Sam: A Shaggy Dog Story by Sally Cronin – A book for all dog lovers – New on the shelves – 16th September, 2017

About Sam: A Shaggy Dog Story

The true story of Sam, a rough collie, written from his perspective. A tribute to a true friend and a genuine family member. Millions of families around the world believe that their pet, dog or cat, is the most intelligent, beautiful and loyal friend that anyone could have. And they are absolutely right.

Sam shares his life, from three weeks old when he is chosen by his new mistress, through his early years living in rural Ireland with his best friend Henry, a feral and very smelly old cat. Then he tells the story of his adventure crossing Europe, driving two thousand kilometres to his new home in the mountains of Spain, where he discovers new friends and adventures.

He describes his life articulately, and with wry humour, and on occasion deigns to speak; emphasising his need for cheese and hard boiled eggs.

 

One of the early reviews for the book (ask someone you trust to do an editorial review for the book so you can use on publication for marketing purposes until you  have received other reviews)

Delightful Read  on January 3, 2015

Meet Sam and you’ll know why a dog is man’s best friend. Being the owner of a dog for the first time in my life I greatly appreciated Sam’s viewpoint on different aspects of a dog’s life ranging from dog language, going to the vet, car trips, walks, friends, love at first sight, scents, food and, most importantly, being head of security.

The book reads like a personal memoir with photos of the author, her homes in Ireland and Spain, the beaches and, of course, beautiful Sam . It is a pleasant, gentle read that warmed my heart. As far as the type of books where dogs are the protagonist Sam, A Shaggy Dog Story is a delightful read.

(Buy links for where the book is available in print and E-versionsAmazon Author Page, Barnes & Nobel, Smashwords etc. You can use a universal link but sometimes that can be a click too far for some journalists. They are more likely to click through to Amazon.)

Sam: A Shaggy Dog Story is available from all online bookstores including Amazon: https://www.amazon.com/Sam-Shaggy-Story-Sally-Cronin-ebook/dp/B00GM0HPQE

Review copy available on request.

Also by Sally Cronin

Available Amazon UK: http://www.amazon.co.uk/Sally-Georgina-Cronin/e/B003B7O0T6

Smashwords: https://www.smashwords.com/profile/view/SallyGCronin

About the author Sally Georgina Cronin –   Wexford, Ireland

Sally Cronin is an effective communicator, project manager and coach with over thirty-five years’ experience at a senior level within key industries in Ireland, UK and Spain, including: Hospitality, Retail, Advertising and Telecommunications, Nutrition and Multi- Media broadcasting. Published author since 2001 with 11 titles in print and E books. Blogger of health and lifestyle topics which receives 200,000 views a year and an established presence on key social media sites of over 30,000 followers.

Availability for interview by Skype, landline or locally in person.

Contact details.
Email: Sally.cronin@moyhill.com
Mobile Telephone: XXXXXXXXXX
Landline: XXXXXXXXXXXXX

Any further information please contact or refer to the following websites. N.B. If you have a Facebook Author Page, then by all means add that, however you might want to hold off on sharing your personal FB or any other site where you might have shared photographs of you enjoying yourself a little too much on a night out!

Blog/Website: https://smorgasbordinvitation.wordpress.com
LinkedIn: http://uk.linkedin.com/in/sallycronin1
Twitter: https://twitter.com/sgc58

Press Release End.

Once you have prepared in word, check and double check.  Spelling, grammar, contact details etc.  Then get other people to read it.  Did it interest them?  Did it read well?

Do not be disappointed if you do not get a call back or a response.  You are competing with many other press releases on every subject. Quite a few will be from other authors with requests for interviews or even a mention. This is another reason to start locally as there are less likely to be as many authors promoting their books at the same time. Also whilst there is an accepted format for press releases the purpose is to attract some attention and thinking outside the box may just do that. Images of yourself and your book cover should always be included but remember not to attach.. always insert into the email in the body of the press release.

I have used PrWeb for Press Releases in previous years as a third party which can get you through more doors.. but they have got quite expensive.. However here is a useful link with recommended Free press release distribution sites and also some that are very reasonably priced.

http://bookpublicityservices.com/list-press-release-distribution-websites/

I also have a list of the Book Reviewers and Editors for most of the nationals in the UK.. it is time consuming to compile as I also source the editors of the online media, including editors of Women’s magazines. However, that list is then yours for any following books.

Dropping in with your book and your CV.

I did mention yesterday that you can get some real traction locally if you drop a copy of your latest book (and if you have more, then add two of your most popular) personally to your local media.  Your local community radio stations are often delighted to get an interview with an author on their doorstep, especially if it is a local story that you have written about. It has worked for me twice…and now we are back in Ireland I am about to try my luck with my next book.  I will be dropping the latest book and some of my others with a covering letter to two radio stations along the coast.. and also my broadcast CV as I would love to get back into radio part-time.

This is your chance to tell them more about you at the local level.  Are you involved in local charities, organisations, sports clubs.. Anything that shows that you are an active part of the community.  Something about your work background and interests.

Here is my Writing and Broadcast CV as an example.

Sally Georgina Cronin
Email Sally.cronin@moyhill.com – Wexford, Ireland

Mobile Telephone: XXXXXXXXXX
Landline: XXXXXXXXXXXXX

Sally Cronin is an effective communicator, project manager and coach with over thirty-five years’ experience at a senior level within key industries in Ireland, UK and Spain including: Hospitality, Retail, Advertising and Telecommunications, Nutrition and Multi- Media broadcasting. Published author since 2001 with 11 titles in print and E books. Blogger of health and lifestyle topics which receives 200,000 views a year and an established presence on key social media sites of over 30,000 followers.

BROADCAST EXPERIENCE 2004 – 2012

Director Moyhill Productions a freelance production company offering cost effective video options to businesses, authors, musicians, schools and colleges. December 2011 – April 2013.

Station Director of start-up Internet television Station. June 2010 – November 2011 Unpaid consultancy position -News Editor and presenter. Programme development and production. Staff selection and training. Newsreader, Current Affairs editor – Chat show host.

Radio Presenter. Expressfm 93.7 June 2008-October 2010 – voted Best Female Presenter 2010 The Sunday Morning Show – The Thursday Afternoon Health Show – DriveTime.

Radio Presenter, Ondacero International Radio, Marbella, Spain, 2004–2008 – Guest-presenter of The Morning Show and The Main Ingredient, and producer and narrator for three Short Story series.

WRITING AND PUBLISHING

All my books are available through the publishing website http://www.moyhill.com, and Amazon: http://www.amazon.com/Sally-Cronin/e/B0096REZM2 also on Goodreads and Smashwords. Full details of the books with reviews can be found on https://smorgasbordinvitation.wordpress.com/my-books/

My first book was based on my journal recording my loss of 70kilos at age 42. Size Matters, Especially when you weigh 330lbs received both local and national media coverage at the time and in 2014 was converted into an E book that is now selling to a much wider audience. http://www.moyhill.com/sm

Just An Odd Job Girl was a light-hearted look at marriage, divorce and the aftermath for a woman who is 50 and traded in for a younger model. In both print and E book. http://www.moyhill.com/jaojg

Just Food For Health began life as a workshop manual for my clients and provides a comprehensive guide to the body, major organs and the foods that provide the essential nutrients needed to be fit and healthy. Only in print currently due to the length and the illustrations. http://www.moyhill.com/html/just_food_for_health.html

Sam, A Shaggy Dog Story is the memoir of an articulate collie that pretty much changed our lives from the moment he arrived into our home aged 8 weeks. A book for all ages and written from Sam’s perspective which was usually a humorous one. http://www.moyhill.com/sam

Turning Back The Clock is an anti-aging guide which looks at the strategies we can all put into place to slow down the physical, mental and emotional aspects of the aging process. We are as young as we feel so being fit and healthy is important but so is the right attitude. http://www.moyhill.com/tbtc/

Forget the Viagra, Pass me a Carrot is a men’s health manual which covers the specific issues that face men, particularly in middle-age. This includes sexual dysfunction, heart disease and other lifestyle related medical conditions. http://www.moyhill.com/FTV

Media Training the Manual was based on my experience in advertising sales management, retail management, broadcasting and publishing. It focuses on the development of a relationship with local media to assist in promoting organisations such as charities and small businesses but also individuals such as authors and artists. http://www.moyhill.com/mttm

As well as non-fiction books and novels, I published my first collection of short stories, Flights of Fancy which included the novella The Sewing Circle in 2014. http://www.moyhill.com/fof/

This was  followed in December 2015 by Tales of the Garden a collection of fairy stories that brings to life statues and areas of the garden with magic and sorcery. http://www.moyhill.com/tales.

Two more collections have been released in 2017. What’s in a Name? Volume one and two in eBooks, with a combined print version to be released in September 2017.

My current work in progress is Tales from the Irish Garden with illustrations by Donata Zawadzka – Fairy Tales for all ages. Also in 2018 – The Village Square – following the lives of villagers at war from 1939 to 1945.

BLOGGING

I have been blogging since September 2013 and cover subjects which include health, music, publishing and humour but there is a strong focus on the promotion of other writers. I have several long running author promotional series which are based around the virtual Cafe and Bookstore. I also promote other bloggers in the Blogger Daily.

Current series including Smorgasbord Laughter Academy, Cook from Scratch, Smorgasbord Health – Top to Toe and Odd Jobs and characters. Guest writers who contribute regularly include Jazz Singer, composer and musician William Price King, Carol Taylor, Julie Lawford and fantasy author Paul Andruss who is Writer in Residence.

My aim is to create an online magazine approach with wide ranging topics and genres of fiction.

Further details can be found at this link for my About Me page on https://smorgasbordinvitation.wordpress.com/about-me/

SOCIAL MEDIA

I have spent the last four years building up my presence on social media, particularly Twitter which is the second largest referrer to my blog. It is also vital as an author promoter, even in as a free service, to have a viable platform which provides a substantial potential readership.

Social Media connections.
http://uk.linkedin.com/in/sallycronin1
https://twitter.com/sgc58
https://plus.google.com/+SallyCronin/about

A final few words

I am looking to get back into radio part-time so I have included my experience in that field. It is important that you too include any experience you have had as a public speaker or previous radio or television interviews.

Do not forget about local online news sites – I expect your area has one or two that are very popular and would be delighted to do an interview or publish and article about you.

Tomorrow – preparing for an interview on radio –Your press release or personal approach has been noticed and you get the call. 

Part one of this series: https://smorgasbordinvitation.wordpress.com/2017/09/15/media-training-for-authors-introduction-dont-be-shy/

I hope this has been useful and of course look forward to your feedback.. thanks Sally.

 

 

Making Your Own Ebook Part Eight – How to clean the formatting in your Word file


Now that you know how set up a clean template for your Ebook how do you apply it?

If you have NOT written your story

This is the easiest situation to handle and it just takes a little preparation to make things work really well. The sequence is straightforward.

  1. Create a new document for the book. This makes sure that there are no Manual Styles already in place. If you are using existing document the best approach before adding Styles is to clear all previous Manual Styles before you begin but it is generally easier to start with
  2. Create the framework for the book as described in the previous posts…
  3. … Or use the template you created in the earlier exercises
  4. Start writing…

If you have already written your story…

If you have already written your story then the word-processor file will probably be full of formatting, some of it invisible to you, which can mess up your output. You have two options:

  1. Go through a clean-up process for your existing file.
  2. Take a drastic step and strip out all the existing formatting and create styles for each paragraph and character style used in the book. Step 2 may not be too “drastic” if you don’t have a lot of formatting as it can be quick to reformat Chapter headings etc. once the Style is in place.
    You can strip out all formatting by copying and pasting all the text from Word to “Notepad”, or another plain text processor (You can get these free on the Web and I will post the links for the best FREE versions at the end of this series). This will strip out ALL the formatting – including Bold & Italics. Then copy & paste the text from the “notepad” file back into a new Word document using your Ebook template styles. This is actually the best way to do the clean-up as no styles will remain in the plain text file.

We will deal with each of these solutions separately but with both solutions you will need to make visible all the usually invisible formatting marks in your document. We went through this in an earlier Post where we showed how to use “File / Options / Display / Show all formatting features” to reveal all formatting marks. Do this before you start the clean-up so that you can see the marks and take appropriate action. You can turn them off later if they are in your way.

When we receive Word files from clients, to create either Ebooks or Print Books, we go through the processes below in order to get a clean file to work with. If we don’t do the clean-up we generally get problems at a later stage when converting to EPUB or MOBI so a clean-up is always the first step for us.

Tools: Find and Replace

If you have not had to use the Find & Replace function before it is easily started in Word using the keyboard shortcut “Ctrl h” or by clicking on the “Replace” icon in the top right corner of the Ribbon.

Word 24 - Replace function

Once open, the Replace dialogue looks like this:

Word 25 - Replace Dialogue Screen

There are many possible searches and I will go through some of them in detail as we go through the clean-up process.

How to clean an existing file:

  • Make a backup copy of you file before you start just in case anything goes wrong.
  • Remove Justification
  • Turn off Hyphenation
  • Remove headers and page numbering: There are no page numbers in Ebooks and if you have them they may appear in inappropriate places. You need to remove them completely.
  • Remove columns – they don’t work in Ebooks
  • Remove text boxes ‑ they don’t work in Ebooks
  • Check for and deal with any special characters. Don’t use an oddball font to get special characters. If you can’t find them in Times New Roman and Arial/Helvetica then your Ebook reader will probably have problems in finding them too and will display something incorrect.
  • Make sure that any bullet lists or numbered lists are based on the Built-in styles within Word and do not use “inserted” symbols for Bullets or manually inserted numbers. These can give unpredictable results

For the next few parts of the process the “Find & Replace tool is the quickest way to make changes. You will find the “Paragraph Mark”, “Tabs” and “Manual Line returns” in the “Special” menu at the bottom of the Dialog box:

  • Remove extra paragraph returns using Find & Replace:Word 27 - Double Para Mark ReplaceTo insert the paragraph symbols in the Find or Replace boxes, use “Special / Paragraph Mark“. Do this twice for the Find box and once for the “Replace with” box. Make sure there are no spaces before or after the symbols then click on “Replace All”.
    You may have to click Replace All several times to remove all repeated paragraph marks.
  • When you have deleted all the double “Paragraph” markers you can create and apply Styles to make spaces between paragraphs.
  • You also need to search for unneeded spaces before and after paragraph marks as these can cause display problems on some readers. To remove spaces after the Paragraph Mark – keep the previous Find open; delete the second Paragraph Mark in the Find box and replace with a space. Just hit the spacebar for this. Then hit Replace All. Repeat as needed.
  • Remove Leading spaces, remove the space after the single Paragraph Mark in the Find box and put a space in front of the mark. Then hit Replace All. Repeat as needed.
  • Remove manual line breaks. Use the Find & Replace function as described above but click on “Line Break” in the drop-down menu to insert the symbol in the Find Box. Place a Paragraph Mark in the Replace box. Hit Replace All. Repeat as needed.
  • Remove page breaks and create your chapter breaks by setting up a style with “Page break before” ticked in the Paragraph style
  • Remove all tabs: TABS do not work properly in Ebook files. They can cause skipped lines, compressed text, font size changes and other strange problems. You have to create styles to give the needed indents.
    Use the same Find & Replace function as before but click on the tab symbol to place it in the Find box. This time leave the Replace box blank but make sure there are no spaces there before hitting the Replace All key. Again, repeat the Replace All as needed until no Tabs are found.
  • Remove extra spaces between words, sentences, and before and after paragraph returns. Lots of people use a double space before each new sentence (it used to look good on typed letters) but E-readers justify text by spreading out the spaces between words so extra spaces between sentences can look very strange. Extra spaces at the beginning of paragraphs will give uneven results and extra spaces at the ends of paragraphs can cause blank pages.
    Use the same find & Replace function but this time with two spaces in the Find box and a single space in the Replace box. Hit Replace All until no more double spaces are found.
  • Get all the commas and inverted commas, around dialogue etc., turned in the right direction. You can do this by replacing all occurrences of “ with “. That means search for “Double Inverted Commas” and replace with “Double Inverted Commas”. This process should change all “Double Inverted Commas” to “Smart quotes” and get them the right way round. You will still have to check them when you do your proofreading in case spaces between characters have messed things up.
    Using the Find & Replace function you just type the commas into the Find box and Replace Box before hitting the Replace All button.
  • Do the same process for single quotes!
  • Only use hyphens to hyphenate words. If you want a text separator you need to use the “n-dash” but you need to have a space before and after ( ‑ ) (space n-dash space). If you have no spaces around the dash you can have line break problems.
    You may not have used the n-dash ( – ) before. Its name is an old printing term and refers to the width of the space taken up by the lower-case letter n in a standard set of type. In Word you can insert an n-dash using the key combination “Ctrl+Shift+-” (this is the minus sign on the top line of numbers not the Numeric keypad. (You can also insert it using the ASCII combination Alt+0150 on the numeric keypad.)
    When changing hyphens to n-dashes in the “Replace” dialogue you can find the n-dash in the “Special” menu at the bottom of the box: Just make sure that you place the cursor in the replace box before clicking on Special / En Dash. That will insert the dash in the find box.

Word 26 - n-dash in Replace Dialogue

  • Don’t use the “M-dash” in Ebooks. You may find it easier during writing to use a double hyphen and then go back using the Find & Replace function to change to n-dashes.
  • Un-centre “centred” text and create a new style to centre text and get what you need.
  • Create a style for scene dividers or section breaks: I use 3 or 5 asterisks with a 16 pt space above and below.
  • Create styles for special layouts such as lists, block quotes, centred text, etc.
  • Create styles for Bold, Italic, Underlining, Hyperlinks, etc.
    If you are used to blogging, using WordPress for example, you may know that you can get a good result using “Ctrl B” or Ctrl I” to apply those styles. But that doesn’t work well for E-books. For Ebooks you can either create specific character styles for Bold, Italic and Bold-Italic. OR you can built-in styles “Strong”, “Emphasis” or “Intense Emphasis” to get the same effects. When you do this the Ebook conversion software will create a specific style in the CSS file which will help to make sure that the text is displayed with your chosen style on the E-reader.
  • You also need to use the proper ellipse character NOT three full-stops (periods) in a row … This can confuse E-readers and split lines unexpectedly as the reader will interpret as three “Full Stops (Periods)”.
    You can use the Find & Replace function to make the change. Type three Full Stops (Periods) into the Find box and place an ellipsis in the Replace box and click Replace All.
    One of the reasons that many people use three dots instead of the proper ellipsis symbol is that it is not clear where to get the symbol. All you have to do is: Click at the position in the document where you want the ellipsis to appear and press “ALT + CTRL + . ” on the keyboard.
  • Use Fonts that are available in E-readers:
    One problem we often see is where the writer uses a font that is not one of the built-in fonts that are installed on Ebook readers. The reader will do its best to display the closest font match, with unpredictable results. The problem occurs when the font is “defined” by the word processor. Then it cannot be changed in the Ebook reader’s choice of display fonts.
  • Don’t “define” the line spacing in your Word document. If you do this it will probably override the definition in your reader… again with undesirable results.
  • If you decide to have graphics, illustrations or photos in your book you may already have discovered that it is hard to tell how and where these will appear when you convert to a Kindle or EPUB file. There are numerous reasons for the unpredictable results and the best way to get them to appear correctly is to get into the HTML/XML file and modify them manually so that their size is defined as either a percentage (of the unknown device screen width) or in Ems.
    I will do a separate post about Images sometime in the future.
  • When you do a clean-up of a file you will always need to proofread it again afterwards!

There are many other things that you can search for and check, depending on the formatting and fonts in your document, and you can use the Find & Replace tool for these. Explore the function and you can see that you can search for fonts & styles, use Wildcards, etc. to make your clean-up easier.

Next time we are going to cover the “Drastic Option” of stripping out all the formatting and replacing it with Styles. We will use the Find & Replace tool again but this time in a very different way!

©DavidCronin 2015 The Ebook Doctor

https://smorgasbordinvitation.wordpress.com/2015/01/09/the-ebook-doctor-making-your-own-ebooks-by-david-cronin-part-one/
https://smorgasbordinvitation.wordpress.com/2015/01/12/the-ebook-doctor-part-two-which-ereaders-for-format-your-books-for19394/
https://smorgasbordinvitation.wordpress.com/2015/01/14/the-ebook-doctor-part-three-anatomy-of-an-ebook/
https://smorgasbordinvitation.wordpress.com/2015/01/16/the-ebook-doctor-anatomy-of-an-ebook-continued/
https://smorgasbordinvitation.wordpress.com/2015/01/19/writing-your-own-ebook-part-four-what-ebook-format-should-i-use/
https://smorgasbordinvitation.wordpress.com/2015/01/21/making-your-own-ebooks-part-five-what-can-you-do-with-your-word-processor-to-make-your-ebooks-better/
https://smorgasbordinvitation.wordpress.com/2015/01/23/writing-your-own-ebook-part-six-creating-the-ebook-framework/
https://smorgasbordinvitation.wordpress.com/2015/01/26/making-your-own-ebook-part-seven-finishing-the-framework-for-the-book/

Mailbag
https://smorgasbordinvitation.wordpress.com/2015/01/11/the-ebook-doctor-mailbag-epub-and-pdf-the-differences/
https://smorgasbordinvitation.wordpress.com/2014/12/31/mainstream-vs-self-publishing-2014-the-numbers-are-looking-very-interesting/

David Cronin

ebook-dr-1

After over 30 years as a senior executive across the cable, telecommunications and cable television industries, David Cronin founded the Indie Publishing company Moyhill in 2004. Already involved with computers since the mid 1970s he quickly made the transition to book designer and publisher and the first book that Moyhill published in 2004, The Red Tailed Hawk, in Spanish won best digital print book in the UK that year.

Since then Moyhill has set up authors as their own publishers and has formatted several award winning novels and non-fiction titles.  It is essentially a one-man operation and this enables a one-to-one relationship with authors throughout the entire process.

After this series has been completed next week David will be holding a Q&A session via the blog for those authors who have read the series but still have questions.

If after that you feel you need more assistance to give your book a final polished format then you can contact him direct on TheEbookDoctor@gmail.com

E-books – writing, publishing and marketing. Creating a presence in the market place.


E-books – writing, publishing and marketing. Creating a presence in the market place..

via E-books – writing, publishing and marketing. Creating a presence in the market place..

E-books – writing, publishing and marketing. Creating a presence in the market place.


At the end of the blog – could I ask your help please.  I am using my other book that has been published recently as an experiment in marketing for the blog on E-books.  Details at the end.  Don’t worry no money involved!!

Marketing started with your Title – now time to get ready for the launch.

So now you have a incredible title, that is also your headline for your advertising (marketing) – you have had your book edited, formatted, it has an ISBN and it is either in print or E-versions or both.

In my experience, if this is a first or second book, whatever the genre, it is a good idea to begin your marketing locally.

The first step is to create a presence.  Some people love social media websites and others cannot see the point.  Fair enough, but if you are an author or blogger you will find it difficult to get your work noticed if you have not created some form of footprint.

People tend to over estimate how many copies of their first book (and 2nd, 3rd etc) they are going to sell.  Realistically, depending on the subject matter – 100 to 150 copies of your first self-published print or E-book is about the norm unless it really catches the attention of influencers locally and in the media.

Friends, family and your social networking contacts will make up the majority of that number and therefore the more contacts you have and your family and friends have the better.  There also may be local events where your book could be promoted and sold.  One of our authors was able to market his book on Pop culture at rock and roll events around the city.

You need to tailor your profile to reflect your work.  Do not be shy about commenting on your progress throughout the writing and formatting process.  In fact why not write a blog about the journey?

You cannot come straight out of the gate – with your book, and start from scratch.  Part of your marketing process is to have already created an expectation.

I am on my seventh book and so when you google me – Sally Georgina, or G Cronin quite a few references come up (not a tenth of the references to Wilbur Smith unfortunately!)

I have spent the last 15 years developing my brand and promoting it.  My first book back in 2002 got local and national press interest and I have built on that.

The place to start is your local marketing – many national stories are picked up from local press and that includes local radio.  I began my broadcasting work in Spain because I went in with a copy of Size Matters to the local station in Marbella.  I intended leaving a copy and a letter asking for an interview, but a guest had failed to turn up.  The presenter was fuming and came into reception during a music break.  I was there and prepared so I took that guest’s place.  That turned into a weekly health slot and in time to my own radio programmes in the UK.

This also refers back to my blog on print v E-version.  I always print around 50 copies for review and marketing – competing with the thousands of new titles that have been published at the same time is tough enough – these days a book in hard copy is actually the exception and more likely to get somebody’s attention.  Just because E-books may be the medium of the future do not write off print just yet.

Before you start your promotion – spend some time online.

Google yourself. Have you a presence already that could be exploited and built on?

Google your subject matter. Has there been any topical news stories that might give you a handle to use?  For example the week before I launched Forget the Viagra – Pfizer lost its patent for Viagra in 19 European countries!

Update your Facebook and LinkedIn or any other social media website you use.  Start creating an expectation about the launch of your book.

Make an email address list of your local media – newspapers – websites – free listings – radio stations (including Internet and Community) – identify key journalists who would be appropriate – book column – health – history etc.

Make a list of postal addresses to send print copies to.  Personally when local, be prepared to walk in the door and leave at reception with a note or card with your contact details.  The personal approach is always more effective.  Even if your book is an E-version you can still hand deliver your press release.

Make an email list of national press and magazines that might be interested in your book – you may not use until after your local launch but it will be prepared.

Ask your contacts if they have any connections who might be able to help promote your book.  Remember that someone with 500 contacts on LinkedIn could have 25,000 2nd and 3rd level contacts and a note on their webpage could open doors for you.

Find out if there are appropriate local events where you might be able to take a stand to promote your print copies.

Prepare or get some help to prepare a webpage or website that you can sell through – particularly if in E-version where the margins are small.

PRESS RELEASES

You need to craft your press release as carefully as your book.  Take your time with it so that when you have either your e-versions ready on Amazon or your own webpage or you have the print book actually in your hand (always a good idea) you are ready to send to your prepared media lists.  Remember whenever possible hand deliver.

Next time – grabbing attention with your headline and press release.

Your help would be appreciated.

I originally wrote Sam, A Shaggy Dog Story as a tribute to a beloved family pet.  It was written from his perspective and as true to his life and experiences as I could remember. I sent copies to all the people who knew him but word got around that it was a fun read so the book became an E-book as well and is now on Amazon as well as my webpage.

As an example of creating a presence please  Google – Sam, A Shaggy Dog Story Sally Cronin – You will find a couple of pages of references already and then they change to my other books.

Then if you could go to Facebook if you are a member and like Sam’s page – that would be very helpful – and perhaps you might ask your contacts to do the same.  My aim to get 100 likes by Christmas.  https://www.facebook.com/pages/Sam-A-Shaggy-Dog-Story/161113280764957

Also if you would like to connect either on my Facebook – Sally Cronin or on LinkedIn that would be great.

I have already sent some press releases out for the book – and it will be interesting how this experiment in E-book marketing goes.

Thank you very much for reading and also for any help you can give to push Sam’s book.

E-book and Self-publishing – Print or E-version or both? ISBN’s..


As a writer of any genre, the purpose is commonly to share what you have written with others.   Now you have to decide how wide do you want your target audience to be.

If you have been reading my series of blogs on the subject so far and have a book ready to market you should already have your headline and identified your unique selling point.  What is different about your book that is going to make readers, particularly those already familiar with the subject buy and read it?

If your book is intended free for a small circle of friends and family then you have it covered. You can produce as a pdf – without an ISBN number (see later in the blog) and then you can notify your target audience by email, perhaps a link on Facebook or LinkedIn or on a writing group you belong to. Then attach and send by email.

But, if you are looking for a wider audience then you will need to invest a great deal of time and some money to get your book noticed.  You also need to do some paperwork!

Print or E-versions.  E-versions are great – accessible all over the world, no post and packaging and in the last couple of years become hugely popular.  Review copies can be sent for publicity purposes and most major newspapers now have digital editions as well and are getting on board with the change.

The majority of well known authors are Print/digital – a little like cinema releases going to video after a certain time, it used to be more back titles going to digital, piggy backing on the release of a new print edition. That is going to change rapidly with simultaneous releases to maximise sales.  Less people are buying the hardbacks (unless of course they are by Wilbur Smith in which case I make an exception to add to my collection) there are still millions of readers out there who would rather have a paperback than E-version. But the publishing industry is changing and evolving and whilst there will always be a market for certain printed books across the genres, it is fairly certain that the E-versions are here to stay and even now their sales on Amazon outdo print.

At the moment I have left my early books in print – current ones are small print run but with a major push on the E-versions.  For the first time it is practical to market internationally – no post and packaging for big books and immediate purchase of download  – and that is a key fact to having E-versions.  However,  I still have print copies for sale on Amazon and have sent out as preview copies – simply because when you are competing with millions of titles – especially with regard to E-books, sometimes a big fat book landing on your desk, gets your attention!

This is a decision you need to make for yourselves – if you have paid to have your book formatted you are almost good to go but if you are going to sell through the commercial channels at home or abroad you are going to need an ISBN.

I am not going to go into great detail on the subject of ISBN numbers since the official site answers most questions very well. Suffice to say that you need a separate ISBN for print and E-versions of the same book – and there is a cost for them.  Here are some useful links and for further information I suggest some of the blogs on wordpress.com on E-books.

http://www.bic.org.uk/29/ISBN/

http://www.isbn.nielsenbook.co.uk/controller.php?page=158

United States  http://www.isbn.org/faqs_general_questions

Once you are published with your ISBN you can submit your book print and E-version for sale on Amazon and other online bookstores. Printed copies in the UK have to be legally deposited with a number of libraries such as the British Library and this now includes E-books and websites. Here the link to the British Library deposit information…

http://www.bl.uk/aboutus/legaldeposit/introduction/index.html

Do not lose heart – you have poured body and soul into your book and if it is to reach and touch readers everywhere it is necessary to jump through a view hoops..

More in a couple of days –

 

E-books, writing, publishing and marketing – formatting and happy coincidences – Thank you The Times – and Kaya Burgess!


E-books, writing, publishing and marketing – formatting and happy coincidences – Thank you The Times – and Kaya Burgess!.

via E-books, writing, publishing and marketing – formatting and happy coincidences – Thank you The Times – and Kaya Burgess!.

E-book and self-publishing, writing, publishing and marketing. Exceeding your reader’s expectations.


E-book and self-publishing, writing, publishing and marketing. Exceeding your reader\’s expectations..

via E-book and self-publishing, writing, publishing and marketing. Exceeding your reader’s expectations..