A Lesson on Targeting–And On Redirecting the Conversation to Your Advantage

Shel Horowitz’s Monthly Frugal Marketing Tip: December 2007

Shel Horowitz’s Monthly Book Marketing Tip: November 2007

[Note to Frugal Marketing readers: I believe the points in my last Book Marketing column are very relevant to marketing in general, even though some of what I cited is industry-specific. If you subscribe to both newsletters, you may have read this article ten days ago, though I’ve modified it slightly and added a third point.]

I was just beginning to think about what I’d write in today’s issue when an email arrived with a rambling, incoherent book proposal for a genre I don’t publish in. It is clearly being sent to every publisher this author could find, although at least this person had the sense to send individually addressed e-mails one at a time.

It’s not a coincidence that this showed up just as I was contemplating my monthly message. So, rather than hitting the delete key, I actually answered–and I’ll share my answer with you.

There are three marketing points I want to make with this letter:

1: In any business communication–a book proposal, a joint venture proposal, a salesletter, even a press release–understand who is reading it and focus on what your audience has to gain from your idea

2. Do your research, so that *you* understand the other party’s interests and markets.

3. If someone who doesn’t understand the above approaches you inappropriately, think about how you can respond in a way that draws that person’s attention to how you can solve that person’s problem or satisfies his or her desires in a way that benefits you as well–just as I turned the conversation to why this author needs my book. Ultimately, marketing is always about a conversation.

And now, on to my response.

Dear (author’s name):

Thank you for your proposal. It isn’t going to work for us, and I wanted to explain why. This is going to sound harsh–but you will be wondering why your proposal isn’t even being answered–and I’m going to tell you, because I believe you have a right to know, and that once you understand, you’ll be in a better position to do it differently, and perhaps eventually find the publisher you seek. I am guessing my response will be the only answer you get other than a form note saying thank you, not interested.

1. If you want to be taken seriously in the publishing world, you need to do your research. You would see that my firm doesn’t publish books like this, and in fact doesn’t publish books by other authors. Just as you wouldn’t propose a business venture to a car manufacturer to make breakfast cereal, so you wouldn’t query a business book publisher with one author about a book that is not about business.

2. No publisher wants to know that you’re sending this around to lots and lots of publishers. You want to make the publisher feel special, talk about the books they’ve done that are in the same market, show them you know something about their company–and with the Internet, it’s so easy to do this now.

3. A book proposal should focus on why it is to the advantage of *the publisher* to take on this project. That means you look at how similar books have performed, you demonstrate the size of the audience, and you show the publisher how you intend to reach this audience through your speaking and writing, your personal networks, the publications with which you have relationships, etc.

4. Your proposal shows a lack of understanding about the industry. Most publishers do not translate in-house; they sell the rights to a publisher that produces books in that language (and not all books get translated–there has to be a publisher interested in the destination country). And publishers don’t find you a “famous book store.” Most publishers reach bookstores through distributors and wholesalers, and those orders occur for the most part when you, the author, generate interest in the book through media interviews and other methods (I go into this in detail in my own book Grassroots Marketing for Authors and Publishers).

I would suggest that you visit https://www.grassrootsmarketingforauthors.com and purchase a copy of my book Grassroots Marketing for Authors and Publishers. Orders from that website (either printed book or electronic edition) include several bonuses, including a five-chapter e-book called “How to Write and Publish a Marketable Book” (which I think would be extremely helpful to you). It also includes two actual marketing plans that you can use either to use as a model for your book proposal (though you would have to add an analysis of competing titles and your own credentials) or to map out a workable strategy for becoming your own publisher.

Wishing you the best of luck,
Shel Horowitz, Publisher
AWM Books

6 Comments so far »

  1. Shel Horowitz’s Monthly Newsletters » Blog Archive » Shel Horowitz’s Book Marketing Tip of the Month Is Posted and Ready for You said,

    Wrote on November 26, 2007 @ 8:26 am

    […] Tip of the Month: A Lesson on Targeting–And On Redirecting the Conversation to Your Advantage […]

  2. Shel Horowitz’s Monthly Newsletters » Blog Archive » Shel Horowitz’s Frugal Marketing Tip, December, is Posted for You said,

    Wrote on December 6, 2007 @ 4:50 am

    […] This month’s tip: Three lessons drawn from a very inappropriate query https://frugalmarketing.com/newsletters/2007/11/25/a-lesson-on-targeting-and-on-redirecting-the-conve… […]

  3. youcansellmorebooks said,

    Wrote on December 19, 2007 @ 12:53 pm

    Shel,
    Wonderful advice!

    As the editor of a magazine (HopeKeepers) I can say that I receive some of the most “thrown together” queries and article submissions. About 90% of what I receive looks as though people may have actually read the guidelines–specifically “We are NOT looking for…” and then sent off exactly that.

    When a query comes via email or on my desk that follows the guidelines perfectly, it has very little competition to actually be published. There is very little “gray” area in submissions. Either people do it VERY well, or they do it VERY poorly!

    So read the guidelines, friends! And then follow them. They aren’t really just guidelines, but rather the secret to getting published. And even if the content is not what we are looking for at the time, if it’s done well, we’ll do our best to forward it on to someone who may be able to help you or tell our peers about your work.

    The best advice: do everything in your power to make it EASY for people to say “YES!” to you. Make it hard for them to say no. Follow directions, think like they think, try to save them time, help them look good.

    Lisa Copen
    youcansellmorebooks.com

  4. Shel said,

    Wrote on December 28, 2007 @ 10:55 pm

    Lisa, you hit the bulls-eye. O, the stuff I used to get when I worked for a literary agency, and later as a webzine editor–unbelievable.

  5. publisher submissions said,

    Wrote on July 19, 2008 @ 7:49 pm

    publisher submissions…

    (Blogger now has backlinks – very similar to the trackback feature in Movable Type. The TrackBack specification was created by Six Apart,…

  6. Johanus Haidner said,

    Wrote on July 3, 2009 @ 4:25 pm

    This is very interesting to learn! I’ve often thought about the process and while I haven’t submitted to any big name magazines, I never imagined that people would be so careless as to submit to a magazine or publisher without knowing the audience and magazine. And here I thought that I was really good to get everything I’ve ever submitted to a magazine published. Maybe it’s just that I actually followed the guidelines!

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