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Email Tips & Tricks
Email has been a primary avenue of communication for years, and for some of you, this might be old news. However, the internet changes every day, and email grows ever “smarter”! We want to share some tips and tricks about email that we’ve learned the hard way.
In this marketing tip, we’ll be talking about Gmail, the world’s most popular email provider. However, the points discussed here will be similar on other emails sites, such as Yahoo, AOL, or Hotmail. You may have to do some clicking around, but there’s a way to accomplish all of the following items through any email provider. If you have trouble figuring any of these tips out, a quick Google search (ex. “how to BCC on AOL”) should provide the answers you need. If you have questions, please feel free to reach out! We’ll do our best to help you.
General Email Tips
Subject Line
Subject lines are a surprisingly important part of an email. They can make your emails more searchable after the fact, as we’ve addressed. They can also help your reader/recipient in processing their own emails. For example, if you use the subject line “Hello,” this tells your reader little about your message. If you use “Touching Base About Anderson Case,” this tells your reader what the email is about. They can choose to read it then or save it for when they have more time.
You can also send an email without a subject line, which we do not at all recommend. Gmail will even prompt you with an “Empty Subject” warning. An empty subject line tells your recipient nothing, and you will have trouble searching for this email later! It may even appear to be spam and be sent to the recipient’s spam folder, which most people don’t check.
Font
While you have a myriad of options when it comes to your email’s font, it’s a good idea to stick to a select few: Times New Roman, Arial, or Calibri. Your emails will likely automatically start out in a font called “Sans Serif,” and this is just fine. Sticking to a few familiar fonts will keep your emails looking clean and professional. There’s no need to be fancy. We do not recommend using “cute” fonts like Comic Sans.
You can change the font of your email by locating a drop-down menu in the bottom left corner of your email window. It may say “Sans Serif,” “Serif,” or one of the other options mentioned above. Click on this bar and peruse your options to choose the best font for your email.
It’s also a good idea to keep your font to a 10- or 12-point size, unless you are really trying to call attention to something important. Similarly, try to avoid using excessive bold font, italics, underlining, or uppercase. Emails sent in all uppercase can come across as alarming, as uppercase type is the computer equivalent of shouting. Use sparse bolding or italics to emphasize things of true importance.
Searching
Unless you manually delete your old emails, it’s likely that your account hangs onto them. This archive retains all of the information you’ve received previously over email, including attachments and links. This is handy when you need to find something that was sent previously, either from you to someone else, or from someone else to you. Instead of asking a person to resend an email they’ve already sent once, you can simply look it up yourself.
All email providers have the “search” function. In Gmail and many others, you’ll find this at the top of your screen, under your web browser and bookmarks. You can identify a “search bar” because it is usually accompanied by a magnifying glass icon, the universal internet indicator of a search. Simply click in the text field and type in your keyword.
If you want to find an email you sent to someone else, click on your “Sent Mail” tab before engaging with the search bar.
You can search using any keyword you remember from the previous email exchange. This is where it can get tricky. You’ll have to consider the best way to look up an old email. You can start with typing in the other person’s email address -- that is, the person you sent the old email to, or the person it came from. However, if you email this person frequently, this may not be the most effective way.
If you remember the email’s subject line or a portion of it -- for example: “URGENT: rent due” -- try entering a word or phrase from this into the search bar. Similarly, if you remember a word or phrase from the body of the email, you can type that in as well. Choose a phrase unique to that email. “Thanks a lot!” would probably be found in many emails. However, “May 5th conference” or “spring field trip” might be better choices.
Once you type in your search word or phrase, hit “Enter” or “Return” on your keyboard, or click on the magnifying glass. You will be provided with a list of emails that matches your search phrase. If you’re lucky, the email you seek will be at the top! Otherwise, you may have to scroll through several until you find what you’re looking for.
If you open an email that turns out to be the wrong one, simply click on the angular arrow in the top-left corner, over your subject line but under your search bar, to return to your list of search results and avoid starting your search over.
CC
In email jargon, “CC” stands for “carbon copy.” This name is quite literal. When you send an email to someone, you have the option to CC a third person or several other people. The email will not be formally addressed to them, but they will also receive the email. This feature is useful in the workplace, when lots of people may be working together on a project, and need to see updates as they come in, but are not necessarily engaged in the whole conversation.
This may be clearer through example. A contracted employee needs to send a weekly invoice to the company accountant to be paid for their time. However, the owner of the company may want to refer to these invoices to see how many hours the contractor has been working. The contractor would then email their invoice directly to the accountant, but CC the owner.
When you are writing an email, click in the “To:” field, and the CC option will pop up to the right. (You will also see a “BCC” option, which we will address later.) Click “CC” and type any email address you want to CC in the CC field. You are required to fill in the “To” field; the CC and BCC fields are optional.
When you receive an email that you have been CC’d on, or an email to you with other people CC’d, you will see all these email addresses listed in the “To” field up top. When you respond to an email like this, take a moment to consider if you should “Reply” or “Reply All.” “Reply All” keeps the people who have been CC’d in the loop. A simple “Reply” will only reply to the person who sent the email.
This is also better explained through example. The same contracted employee sends their weekly invoice to the accountant and CCs the owner of the company. The owner, after reviewing the invoice, decides that next week, the contractor should work more hours. This note has nothing to do with the accountant, so the owner would “Reply” to only the contractor in order to request an increase in hours.
On the other hand, let’s say the owner reviews the contractor’s invoice and notices a mathematical error. The owner would “Reply All” in order to email both the contractor and the accountant, so all parties are aware there has been an error. This way, the contractor knows to be more careful next time, and the accountant knows to make this mathematical adjustment.
When you receive an email from someone that has other parties CC’d on it, it’s generally good email etiquette to keep those other parties CC’d on your response.
BCC
The term “BCC” stands for “blind carbon copy.” A BCC functions similarly to a CC, but other recipients can’t see the BCC’d email addresses.
We use this function a lot here at Brandylane. In fact, we use it to distribute our Marketing Tips! If you look at this email, you’ll see it is addressed to our publicity email address, brandylanepr@gmail.com. All of your email addresses have been inserted in the BCC field. This way, all of our authors get the same email without our having to send it to each of you individually, and we can continue to keep your personal email addresses private..
This function is incredibly important when sending mass emails. When we distribute press releases here at Brandylane, we send them using mass emails that go out to hundreds of people. However, it would be a huge business faux pas to distribute all of these business contacts’ contact information to all the other parties.
When you send mass emails, type your own email in the “To” field, and list all of your recipients in the “BCC” field.
Setting Up a Signature
When you write an old-fashioned letter, you sign your name. You can set up your email to automatically “sign” every email you send with customized language. For example, the Brnadylane publicity department signs its emails as follows:
Christina Kann
Publicity
Brandylane Publishers, Inc.
Publishing Books since 1985
5 South First St., Richmond, Virginia 23219
v: 804.644.3090 f: 804.644-3092
www.brandylanepublishers.com
Belle Isle Books
an imprint of Brandylane
www.belleislebooks.com
This is a very long example of what an email signature can look like, and you may have something similar set up for your day job. However, this can also augment your personal email! You may want to include your name, phone number, and a link to your author website. You can also include a logo of your name or book, if you have one.
To set up an email signature, navigate to your Settings. The universal internet symbol for Settings resembles a gear, and in Gmail, you’ll find this button in the top-right corner. Click the gear, and then click “Settings.”
You will be directed to your general settings page. Scroll down until you see a section labelled “Signature.” Simply type the signature you want into the text box, and be sure to link any website you use by highlighting the website address with your cursor and clicking the “Link” button. The universal internet symbol for a link looks like a portion of a chain -- a link, if you will.
You can change the color, size, and font, but keep it professional! It’s good to show a little bit of personality, but you don’t want to go over the top. If you have an image of your signature stored on your computer for document-signing purposes, you can also insert this using the “Insert Image” button (a small mountain icon) and finding your signature file.
Additionally, you can add a professional photo of yourself, which will appear next to or below your signature. This is done by again using the “Insert Image” button.
Other tips
Limit the number of emails you send. If you have several things to say, it’s okay to include them all in the same email!
Send what has been requested of you, and follow any instructions you were given. Read the entirety of an email before responding. Being thorough means responding to every question asked of you. This also means emailing the correct person. At Brandylane, this means directing marketing inquiries to the publicist, book orders to our office administrator, and so on.
Keep emails brief when possible, as it helps your reader process respond more quickly.
If you choose not to create a signature, always end you email with your first and last name. This helps your reader, who may know several people with your name.
After you send an email, there’s no need to call to confirm its receipt or clarify. Much of the time, people prefer email because it gives them time to think out their response and answer when they can. If you email and then call to confirm, they may not have had time to see it! Give up to three days for a response (unless it’s time-sensitive), and then, if you haven’t heard back, shoot a second email. If they fail to respond to the follow-up email, then it’s okay to call.
Pay attention to small details, like how your recipient spells their name in their signature.
We hope this tip has shed some light on the complicated nature of emails and its ever-changing face. This can be confusing, so if you have any questions, please don’t hesitate to reach out!
We look forward to receiving excellent emails from you in the future!
Facebook Events
When preparing for book talks, signings, or other events, utilizing several promotional avenues can bring in a larger, more diverse group of attendees. Creating a “Facebook event” can generate hype and draw in multitudes. The venue or organization hosting you may make a Facebook event, but if they don’t, creating one yourself can be the promotional boost you need to make a good event great.
What Is a Facebook Event?
Facebook is an invaluable tool in connecting with people and spreading news. A Facebook event is a casual, high-speed equivalent of sending paper invitations and asking for RSVPs. On Facebook, you can list all event information in one place, answer questions, and spread the word beyond your immediate network.
Hosting with Your Professional Author Page
Facebook events have one or more “hosts,” who are listed for guests to see. If you have a professional author page, use it to “host” your event. This means your event will be “public,” and anyone with a Facebook account can see and RSVP to your event. Invited guests will be able to share your event with their friends, and those friends can share with their friends, and so on. People in your area browsing Facebook for upcoming events will see yours listed among others.
If you don’t have a professional author page, but use Facebook personally, you can still make a Facebook event! When you create an event from your personal page, you can make it public or “private,” which means it won’t show up on strangers’ newsfeeds, and you can opt to not let guests invite friends.
Getting Started
You can create an event from your phone, tablet, or computer, though the steps will differ slightly.
ON A COMPUTER:
Go to www.facebook.com and stay on your homepage, or news feed.
In the left column, under the “Explore” header, click on “Events.”
In the left column, click on the blue button labelled “Create an Event.” Two options immediately pop up. Click “Create Public Event.”
ON A PHONE OR TABLET:
Open the Facebook app and go to your homepage, or news feed.
Click on the three lines in the bottom right corner.
Click on “Events” under the “Explore” header.
Click on “Create” in the upper right corner. Three options pop up. Click “Create Public Event.”
Be sure to click “Create Public Event” if you want to host from your professional Facebook page or if you want to make a public event from your own personal Facebook page. Click “Private” if you’d rather keep the audience small and intimate.
Key Information
You will now be prompted to fill in some information. These items may not appear in the order listed, depending on how you are viewing.
Event Host: Using the drop-down menu, click on your professional or personal Facebook page.
Pictures: Facebook will ask for a picture for the event. You can use:
A Facebook-suggested image
A photo that you took, own, or have permission to use
A public domain image
A graphic flyer you or someone else has designed for your event
A themed image, which Facebook will suggest if you are throwing a private event
Event Name: Ideal names are brief and contain key information. For example, “Book Signing at Barnes & Noble” is too vague. Some people may only read the title, so make it specific and to-the-point. For example, “Mary B. Authorton Book Signing at Barnes & Noble Short Pump” is much more informative. Come up with creative alternatives to get people’s attention!
Be prepared with basic information:
Location (often, if you type the name of a venue, Facebook will fill in the address)
Date
Start time at least, and end time if you have one
Brief description of your event. Add an itinerary if there is one, detail what will take place, and include any fun details. Keep it short but compelling.
Category. This applies to public Facebook events. Yours will probably be “Art,” but may fit better under another category, depending on the event.
Keywords. Keywords help people who search for your event or similar events without knowing the name of your event. They may type in “book signing” or “book discussion,” so use these keywords to your advantage! Type in “book” and see what options are offered -- but you only get three, so make them count! Unfortunately, you have to choose from their list, so do your best to represent your event with Facebook’s provided language.
Tickets. If there are tickets, let people know. Otherwise, simply skip over this section.
Posting and Guest List. You will also be asked about post and guest list privacy, which you can change at your discretion.
Co-hosts. You can list co-hosts -- for example, the venue, other participating authors, or your illustrator. Remember that any co-host will need to also have a professional Facebook page, or you will not be able to add them.When you are done, hit “Create” to publish your event on Facebook. You will be directed to the final event page. Take a look, and if there are errors, click “Edit” under the image.
When you are done, hit “Create” to publish your event on Facebook. You will be directed to the final event page. Take a look, and if there are errors, click “Edit” under the image.
Inviting people
It’s time to invite people! Click the “Invite” button with an envelope image under your event header, or click “Share” and then “Invite friends.” Choose from your list of friends, then click “Share” or “Invite” to send them Facebook invitations.
When you invite people to a Facebook event, they may RSVP “Going,” “Interested,” or “Not Going.” It is likely that many people will not respond. This is, unfortunately, Facebook culture. A “Going” does not guarantee that person will come; a “Not Going” is usually a hard no; someone who is “Interested” will often decide at the last minute. However, do not despair! This is the nature of Facebook, and not RSVPing doesn’t mean the person will not come.
Spreading the Word
After you make your Facebook event, share it! First, inform Brandylane that you have made a Facebook event. We can use this in our own marketing.
Share the event. Periodically share on your professional Facebook page and share on your own personal Facebook page, so your friends can see it.
You can also share your Facebook event on Twitter, LinkedIn, your personal blog, etc. You can do this from the “Share” button on your event page, or copy the link in your web browser. Paste it into your post on Twitter or another site just like a regular link.
Use Instagram. Because Instagram is image-based, linking can be more difficult. However, you can get creative. You can temporarily change your Instagram bio link to lead to your Facebook event, and then post a graphic about your event -- perhaps the same one you used for your facebook event picture -- with the caption “Link in bio.” This is common Instagram language that followers will understand. Just don’t forget to change the link back to your website after the event is over!
Leading Up to Event
Post regularly. This helps build up excitement. Those who respond as “Interested” or “Going” will receive notifications about your event posts. Share flyers or other related images, fun facts, or updates directly in the event to get people interested. Consider releasing short book excerpts or other sneak-peeks. Post by going to the event page and scrolling down until you see “Write something” or “Write post,” much like you would post on your personal Facebook.
Answer Comments. If anyone comments in your event page, be sure to answer! You should get a pop-up notification through your Facebook page or app whenever someone posts in your event page, so make a point to answer in a short timeframe.
How Facebook Helps
Facebook events have a lot of perks. As long as a person doesn’t RSVP “No,” the event gets put on their Facebook calendar. Some people even have their Facebook calendars linked to their Google calendars.
The week of the event, they will get notifications reminding them of your event. On the day of the event, they will get notifications reminding them they have an event later that day. Finally, they will get reminders an hour before the event, and at its start time.
Following Up
After your event is over, Facebook will automatically archive your event. However, be sure to go back to it one last time, shortly after your event, to thank guests for attending.
Congratulations! You’re ready to take your book marketing to the next level. Facebook can be complicated, so don’t hesitate to reach out with questions!
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How to Wrap Up Your Event
You booked and hosted an excellent event. Way to go! But wait -- you’re not done quite yet. There’s still more to be done to make the most of your venture.
Thank your host
Of course, you thanked your host as you left the venue. It will leave a lasting impression if you come back in the next few days with a follow-up of gratitude. Whether it’s a phone call, email, in-person visit, or social media post -- anything works! Handwritten notes in particular add a personal touch that can really stand out. In your note or conversation, mention your plans for coming back; if you can, make definitive plans to return, and if not, make it clear you’re interested in returning. Discuss following up after a certain amount of time.
Share on social media
This is where those pictures and/or videos you took at your event will come in handy. Share your pictures or video, along with a brief (1-3 sentence) recap of the event, for your followers who were unable to make it. Be sure to tag the venue and any other party involved! Popular platforms for sharing are Facebook, Twitter, Instagram, LinkedIn, Youtube, or a personal blog, if you have one. Any video longer than three minutes is too long for Facebook, but would be great to post to a YouTube channel.
Let Brandylane know how it went
We love to hear about your events! Although sometimes we will reach out to check in, it never hurts to shoot a quick email letting us know about how it went and if there’s anything we can do to help. Let us know if you posted on social media, and we will be sure to share your posts on our pages, as well. If you don’t have professional author social media pages, you are welcome to email us your pictures or video, and we can post on Brandylane’s social media pages on your behalf.
Making connections
Don’t let an opportunity go to waste! In our last tip, “Keys to an Excellent Event,” we discussed the importance of networking at your event. Now is the time to cement any new connections you made with guests. If you exchanged contact information with event-goers, you can reach out and thank them for attending, and even invite them to any upcoming events. You can also reach out to event guests via social media, and in so doing, increase their engagement with your posts and potentially harness the power of their social network.
Become a patron of the venue
Especially if you are hoping to return for a second event, it’s important that you give to the venue as they gave to you. Whether it’s a coffee shop or public library, go there as a patron, if you can, and refer your friends! It’s all about helping each other out.
Keys to an Excellent Event
You’ve booked an event. Congratulations! The hardest part has passed, but don’t forget to follow through.
The first thing to do after scheduling an event is let us at Brandylane know so we can post it to our website calendar, submit to event calendars in your event’s area, and post about the event on social media. To make the most of Brandylane’s promotional services, you will want to give us at least six weeks’ notice!
Setting Up
Your station
Use a table, booth, or other “home base” to set up copies of your book. Confirm with the venue beforehand if they have a table and chair you can use, or if you need to bring your own. Leave writing space so you can sign copies for attendees. Bring a tablecloth, sign-up list for your email newsletters, and a few relevant decorations. For example, if your book is nature poetry, a vase of flowers would be a lovely accent.
Place yourself prominently. Don’t be afraid to speak up to your host. You’ll want a fairly visible location so that you get attention. If you’re doing a talk, activity, or other presentation, put your table near where you’ll present. (For more information on placement and planning, see Marketing Tip #7: Event Success. If you need us to resend this tip, just ask.)
If you’re selling books yourself (instead of through the venue) you will want to have a Square or another purchasing app. Most people do not regularly carry cash, so you need to be able to accept cards. You will also want a secure place to keep cash, and bring plenty of change! (For more information on selling books at events, see Marketing Tip #6: Selling Books at Events. If you need us to resend this tip, just ask.)
Take photos or video
If possible, bring a friend or family member to take photos or video throughout your event. Be sure to instruct them on what you need.
A video of a discussion or your activity will be great to share later for those who miss your event. For video, you’ll need a good camera or a quality smartphone. Consider investing in a tripod for stability. Make sure your shot is clear, centered, and above your audience’s heads. Sometimes, taking a video can be as easy as propping your phone up at a good angle, turning the camera on, and forgetting about it.
Our rule of thumb for photos is to take as many as you can, then go back later to choose the best. Any photos are better than none, but well-shot, centered, clear photos of you and your event are great for marketing. Bad photos and video will make you seem unprofessional. However, a few excellent images make you and your events seem well thought-out and engaging!
Photo ideas:
You giving your presentation
You signing a book
Your rapt audience
Your table or other setup
The final result of a craft or activity
You with the venue manager/owner/event planner
Photos to avoid:
Strangers’ faces, especially children (as sharing these without a release form is legally questionable)
Pictures of people standing or sitting around without context
Shaky video
Dark or blurry photos
During the Event
Presentation is key
Standing is better than sitting. Varied pitch is better than monotone. Visual aids are better than waving hands. Bring verbal and visual energy to your talk, and the audience will respond.
Keep your talk concise and relevant
If you finish sooner than expected, stop. It’s better to finish strong than carry on just to fill time. Try a Q&A session after you’ve said your piece. Engaging with your audience makes a lasting impression, and answering questions off-the-cuff shows you’re well-informed about your topic.
Wrapping Up
Sometimes the end of your event will be obvious; sometimes a Q&A session will dissolve into small conversations. While you still have the room’s attention, don’t forget to let them know:
Your contact information (provide a copy of your sell sheet, flyer, or business card)
You are free for future signings and presentations
You are happy to come speak to their church, book club, classroom, etc.
You are grateful for their time and hope to see them again
Single out people to chat with
Look for people who asked good questions, may be interested in future events, or can help bolster your book. Connect on social media. Exchange business cards.
Leave the host with a good last impression
After most of your audience has left, it’s time to go. Clean your area, including any mess your audience has made. An employee may offer to help you, but don’t let them do it alone. Make sure your host is glad to have had you.
Thank the manager, owner, event planner, and/or anyone else who helped. Mention you’d be interested in doing something similar in the future. It opens the door for more without putting anyone on the spot.
Now go home and relax! You’ve done a great job. Watch for our next Marketing Tip, which addresses what to do with the photos and videos you shot and the connections you made during your excellent event.
How to Approach Event Venues
We receive frequent questions about booking events, and we understand why! Approaching a venue can be intimidating; knowing what to say, who to talk to, and even which venue to choose can be overwhelming. However, making appearances can help you gain personal connections with readers that are invaluable when trying to grow your audience. There’s no trick for how to book an event, but we'll provide some information to help as you prepare to book your next one!
Deciding on an Event: Get Creative to Get Booked
Don’t be afraid to reach an audience through a creative event. In other words, don’t assume that all events have to be book signings at bookstores. Don’t get us wrong: signings are great! But don’t hesitate to branch out. Have you thought about giving a book talk or lecture? Or doing a reading for a local group or club? How about a craft or some other activity that ties into your book?
Our authors have done these events and more. If there’s a compelling topic related to your book’s subject that would make a great book talk, pitch it to a venue. Creative events with an interesting angle will catch the attention of a venue’s manager or event planner. Unique events are good marketing opportunities for the venue itself. If you wrote a children’s book about table etiquette, approach a restaurant with a plan to host a kids’ luncheon and teach manners!
Plan It Out: Venues Love Doing Less Work
If you have a game plan for an event, people will be more open to working with you. Details like cost, timing, and itinerary will be important to any venue. Come prepared. Know your budget, intended audience, how long it will take, what supplies will be involved, and any other detail that may be important. The more planned out, the better. However, it’s important to be flexible. If the venue only accommodates thirty people, don’t plan for a hundred.
Venues: Thinking Outside the Bookstore Box
Bookstores and libraries are standard venues for author events. These venues have an built-in book-loving audience, but might not be the best way to reach your audience. What words can be associated with your book’s topic? If your book is about nature, associated words might be camping, hiking, gardening, and parks. You could contact hiking groups, gardening clubs, parks, or community gardens. These groups are predisposed to like the subject matter of your book. Often they will be excited by the unique opportunity to host an author, whereas bookstores and libraries are often saturated with requests.
That Being Said . . . Still Contact Bookstores and Libraries
Despite the fact that venues like bookstores and libraries are bombarded with queries, they are still easy to contact and can host worthwhile events. Barnes and Noble in particular is very receptive to book signing requests and most locations have Storytime each week for children’s books. Don’t rule any venue out.
But HOW Do I Contact Them?
Start with connections you might have. What friends, family, groups, or professional connections can you utilize? Use networking platforms like LinkedIn or Facebook to your advantage.
After you’ve exhausted your contacts, send an email, make a phone call, or visit in person. Most venues have their contact information available online. A quick Google search can provide several methods of contact. Some people start with an email, then make a phone call. Others prefer to go straight to the venue in person. Any method works. Ask for a manager or the person responsible for event planning. As you approach venues, try using language like this:
“Hi, my name is _____. I’ve published a book called _____, which is about [your brief synopsis].
I’ve [attached/brought] an informational sheet, and I’d be happy to provide a review copy.
I have an event in mind that I think would be perfect for your [store/library/organization].
The event would entail [brief summary], and my publisher will help promote it.
This would be beneficial to your [store/library/organization] because [compelling wrap-up].
Thank you so much for your time! I look forward to speaking with you again soon.”
Follow Up; Follow Through
If you don’t hear back, try again! Try a different contact method. If you’ve emailed, call. If you’ve called, go in person. Once you’ve tried all three methods and followed up accordingly, it may be time to move on.
If you set up an event, congratulations! Once you establish a date and time, check back. Make sure you’re easily available and communicative. If things go well, the venue will be more willing to work with you again.
Keep an Excel spreadsheet or other notes of who you’ve contacted and when, so you know when to follow up and who you’ve already spoken to. Take a look at this follow-up script and change it for your needs:
“Hi, my name is _____, author of _____.
I [called/emailed/stopped by] on [date] and spoke with [name] about [brief event description].
I wanted to follow up on my conversation and see if there are any new developments/decisions.”
No Luck?
If it seems like you’re not gaining traction on your event proposal at a particular venue, don’t be disheartened! The venue might have scheduling, financial, or other complications you don’t know about. Don’t be angry; don’t take it personally. Move on to the next place and learn from every experience!
Don’t be afraid to put yourself out there. Best of luck getting booked!
How to Prepare for Interviews
Whether you’ve booked a TV, phone, or in-person interview, we’ve got some great tips!
Before the Interview
So, you’ve booked an interview. Congratulations! Here’s a preliminary checklist for any type of interview:
Tell us! We would love to spread the word, so notify us as soon as possible.
The interviewer will often have a predetermined list of questions. Ask for a copy before the interview. If they don’t have a list, ask what subjects might be covered.
Understand the audience. For instance, if you've written a children’s picture book, your interview should be directed at parents since they, not the children, will watch or hear the interview. Ask your interviewer to define the audience.
Thoroughly research the interviewer so you know their theme and any mission statements. Adjust your content accordingly.
The four most common types of interviews and suggestions on how to handle each one.
Phone interviews
When preparing for a phone interview, keep a few details in mind:
Make sure both parties are clear on the date and time, and who will be calling whom.
Ask how the interviewer will be using the audio. Will they record and distribute the interview, or will they write an article or blog post based on the conversation? They may even release a full transcript.
If you’re using a cell phone, be sure it’s charged, and turn off any alarms or notifications.
If the interviewer plans to call you, make sure your phone’s volume is turned up so you don’t miss the call. If it’s your job to call them, confirm their phone number ahead of time.
Go to a quiet place where you won’t be interrupted and can easily reference your notes.
Whether your notes are written or on your computer, organize them ahead of time.
During the interview:
Keep TVs and internet off so you stay focused.
If the audio isn’t going to be released, feel free to reword or correct yourself as you’re speaking, and ask that the interviewer respect these adjustments in their write-up.
Ask the interviewer to link to your author website or Facebook page in their post so readers/listeners know where to find you.
For a great example of a phone interview, follow this link to listen to NPR’s podcast featuring author Stephen King from 2013.
In-person interviews
How to prepare:
Pick a time and place to meet. You might have to come into a studio, but otherwise, pick a place where you feel comfortable.
Dress and act professionally.
Bring notes in hard copy. This is easier to reference and less distracting than digital notes.
Bring a copy of your book(s).
An in-person interview will most likely be distributed in one of two ways: The interviewer will take notes or record audio and publish a write-up or transcript, or they will film you and distribute the video. If your interview will be released in written form, prepare like you would for a phone interview. Otherwise, you’ll need to prepare for a video interview.
Video Interviews
Live or recorded interviews require the most preparation and attention to detail, so be sure to:
Confirm all details, like the time and location of the interview.
Pay close attention to your appearance and presentation.
During the interview:
Avoid depending on notes. Shuffling papers is distracting to viewers. If you can't give a good interview without notes, bring small index cards to refer to only occasionally.
Act natural. Keep your cool, and be your confident, friendly self!
For an example of a great recorded in-person interview, check out this interview Belle Isle author Marc Ferrari did on KCAL9 a few weeks ago.
Online Interviews
You may be invited to take part in a videoconferencing interview using a program like Skype. If you’re not familiar with the software, that doesn’t mean you should turn down the interview!
Preparing for a videoconferencing interview:
Research the program you’ll be using. Ask friends and family for tips, or call/email us and we can help you become more comfortable. If you can’t get past your discomfort with the technology, ask if the interviewer would be willing to conduct the interview over the phone or in person instead.
Test your equipment. This includes your software, webcam, and microphone. On Skype, use the “Test Call” feature to see a call in action.
Face your webcam toward an attractive wall or bookshelf. The less distracting your background, the more viewers will focus on you. In a pinch, hang a sheet behind you.
Direct a soft light source at your face (without blinding you) so your features will be clear.
If you must use notes, place them where you won’t have to handle them. Avoid rustling papers or clicking around on your computer during the interview.
During the interview:
First off, ask if your interviewer can see and hear you well. If the answer is no, work quickly together to solve the problem.
During your interview, sit up straight, smile, and center your face in the camera. Keep your eyes on the webcam; if you look at the computer screen instead, you will appear to be looking down. You’ll see this in your Test Call.
There may be a small delay in the video, so make sure the other person finishes speaking before you answer.
After the Interview
A simple email thanking the interviewer for their time is great, but a handwritten card can really stand out!
Get a copy of the interview. Ask for a link, file, or print copy (if applicable) of the video, audio, or text. Save a copy of the file, not just the link! Online content is often deleted.
Ask for permission to distribute, and then post it! Use every platform you can. Give your interviewer and/or the organization a shout-out and tag them whenever possible.
Send us a copy. We’ll share it, too!
Final Thoughts
The most important things to remember are professionalism, authenticity, and preparation. Interviews show your readers who you really are. Relax, be yourself, do your prep work, and the rest will take care of itself.
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Podcasts
Podcasts are an easy and unique way to learn and explore, as well as express yourself and reach new audiences. We’ll cover podcasting basics, good sites to check out, and how to use podcasts as a tool for promoting your book!
PODCAST BASICS
What is a podcast? Podcasts are online audio shows released in episodes that focus on any topic. A podcast is the overarching show; a podcast episode is one installment. Like books or TV shows, podcasts can be about anything: history, literature, gardening, health, pets… They can feature interviews, lectures, creative work, personal reflections, and more.
Why do people listen to podcasts? There are many reasons people listen to podcasts. An appealing aspect of the podcast is that you can arrange your devices to update automatically as new episodes are released, usually free of charge. You don’t have to tune in or check back once you subscribe. Listen while you’re cleaning, working out, or driving. You can listen to a podcast once and delete it, rewind it halfway through, or save it and listen to it on repeat. The power is yours.
LISTENING TO PODCASTS
How do I listen to podcasts? You can access them on your computer, phone, or tablet; you can even burn them to CDs. More often than not, a podcast gets downloaded onto your phone, so you don’t need internet access to play unless it’s a streaming-only podcast.
Many people choose to use a podcast manager (or “podcatcher”) to organize podcasts and point out unplayed episodes. If you find a podcast you love, you can subscribe through your podcast manager. Check out some popular podcast managers:
iTunes is familiar to a lot of people because of its popularity with selling music. This free podcast manager is simple, straightforward, and syncs easily with your Mac or iPhone.
Overcast is available for free on iOS. It’s a simple way to receive podcasts, featuring tools like Smart Speed, Voice Boost, and Smarter Playlists.
Pocket Casts is available for $3.99 on iOS and Android. Its tile-based layout makes navigation easy, and organizing features mean a stress-free experience.
Podcast and Radio Addict is free on Android and exceptionally easy to use.
Where can I find good podcasts for me? After you follow a few podcasts, your podcast manager will start to make recommendations based on your interests. You can also search by category. For example, you could search the term “writing” and see the newest or most popular podcasts about writing.
Outside of a podcast manager, you can go to your preferred search engine, type in “popular podcasts” or “podcasts about child development,” and find a variety of options to peruse.
I still don’t get it. Try checking out the excellent “Podcast Listener’s Guide” by the Podcast Host.
What are some good podcasts to try? Here are a few favorites in categories you’ll love:
General: This American Life, the most popular podcast in the country, talks about different aspects of living today as an American.
Learning: TED Radio Hour offers podcasts based on popular TEDTalks.
Writing: Helping Writers Become Authors gives tips and tools for taking amateur writing to the next level, as well as reminders for seasoned authors as well.
Books: The Book Review by the New York Times posts weekly, featuring popular authors and critics discussing new releases and trending literary topics.
Creative episodic fiction: Welcome to Night Vale features a fictional radio host in a lonely post-apocalyptic southwest city and all the malarkey that happens therein.
Kids: Barefoot Books offers a range of auditory delights for children, from stories to songs, to educate them “as caretakers of tomorrow.”
History: 15-Minute History by the University of Texas at Austin is for newbies and historians alike, delivering highlights of history in easily-digestible, 15-minute episodes.
USING PODCASTS TO YOUR BOOK’S ADVANTAGE
Stay up-to-date and learn something new. You can subscribe to podcasts about writing or books in general, or ones about a theme or topic that relates to your book.
Get yourself or your book featured on a podcast. Reach out to podcasters who talk about books, writing, or a topic related to your book. Make sure you subscribe first, as this could make all the difference! Ask them to mention your book, feature you on their show, or interview you. Listen to previous episodes to see what format they tend to use and appeal to this in your message.
Understand the podcasts you subscribe to. Podcasts come in a range of quality with a variety of followings. Starting out, you may have an easier time appealing to new or underground podcasts before making your way to the major players. All podcasts have merit, and you should approach each differently. Research a podcast thoroughly before reaching out. Look for things like how frequently they post, if they’re active, if they do interviews, and if your topic fits with their theme. Read their website, scroll through their social media, listen to a few episodes, and familiarize yourself.
How do I get in touch with podcasters? This can be tricky, as part of the appeal of the internet is anonymity. Here are the steps you should take in contacting podcasters:
Scour their website for a contact email. If you can find their email, use it. Be short and to-the-point, maybe referencing an episode they aired and why you’d be a good fit for a future episode. Give a brief background on yourself, introduce your book, and list what topics you can discuss. Link to your website or Facebook if these pages are informative and helpful, and thank them for their time.
Fill out a contact form on their website if you can’t find an email. This should be very brief, but make sure to use an intriguing hook, and include good contact information for yourself.
Get in touch on social media if all else fails; direct messaging is preferable. Just make sure your own profile page is clean, current, and informative before inviting anyone to view it!
What do I do after I get an interview? Check out “How To Get Interviewed On Top Podcasts In Your Industry” by Thinkific, or check back next month for April's Brandylane Author Marketing Tip on How to Prepare for Interviews.
Create your own podcast. See more on this below.
RUNNING YOUR OWN PODCAST
Sound familiar? If this section gives you déjà vu, that’s because podcasting is remarkably like blogging, which we covered in last month’s Brandylane Author MarketingTip. In fact, some podcasts are distributed through blogs. A podcast is essentially a blog in audio form. Episodes can be posted with any frequency, but it should be updated regularly enough so it doesn’t appear abandoned. Podcasts and blogs range in professionalism and following, but the small, quirky ones can be just as good as popular ones backed by large companies.
How do I set up a podcast?
Be realistic. If there’s a chance you won’t be able to commit to your podcast, it may not be valuable for you. You need time to create it, ideas to propel it, and a drive to network and collaborate.
Name your podcast something unique and find an eye-catching cover photo.
Prepare your studio. You’ll need your computer, set up with an audio recording program and an audio editing program (which you may be able to find together), as well as a microphone. Connect your microphone to your audio recording program and test to make sure it works.
Make sure you know what you’re going to talk about. Pick a theme for your podcast, one that hasn’t been overdone and relates to your book. Jot down notes for reference.
Record your audio. Most podcast episodes last 30 or 45 minutes, but can be as short as 15 minutes and as long as an hour or more.
Edit your audio in your editing program. Listen through several times. Take out silent spaces, sneezes or coughs, and mistakes. Use filters to smooth out your audio levels.
Edit the file’s metadata. This includes things like the podcast name, your name, date, and genre. This information will be attached to the file anywhere it gets distributed.
Set up your podcast website. You can distribute your podcast on Facebook or your website; you can also upload it to a podcast distributor like Spreaker. Alternately, you can create a website for your podcast through a blogging platform like Wordpress.
Post your first episode to your podcast website.
Listen through once to make sure everything uploaded correctly.
Boost your new podcast and first episode through social media and other marketing. Contact your email list, tell your friends, and get in touch with like-minded podcasters. You can list your podcast on iTunes to make it widely available.
For more information about starting your own podcast, check out “How to Start Your Own Podcast” by LifeHacker.
What content should I feature on my podcast to help publicize my book?
Share the research you did or background knowledge that helped you write your book.
Share the first chapter, a particularly well-written section, or your favorite part of your book to entice listeners to buy the whole thing to hear how it ends.
Release chapters of your book in episodes just like serial radio shows of old. The one obvious downside to this is you receive no payment, but it will put the words you wrote in the hands (or rather, ears) of a wider audience.
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Blogging for Authors
First, let’s answer the question: What is a blog? Well, a blog can be whatever you want! As blogbasics.com states, “A blog is a frequently updated online personal journal or diary. It is a place to express yourself to the world. A place to share your thoughts and your passions. Really, it’s anything you want it to be.” We want to be clear, though: we aren’t suggesting it’s necessary to put personal details about yourself out to the world. However, authors can use blogging as a tool to build their following and connect with readers on a more personal level, sharing details of their writing experience and their lives as authors.
Before tackling your own blog, check out this article by Jerry Low, in which he defines the key blogging lingo you’ll need to know when it comes to creating your own site.
Popular Blogging Sites
Free
Wordpress
Rating: Intermediate
This broadly-known and largely accessible platform has a wide variety of website templates that allow you to personalize the look, feel, and functionality of your blog. You must create both a domain name and a web hosting account before use. For more information, visit Wordpress, or view this instructional Youtube video by James Stafford. For an example of a Wordpress blog, check out BeKindRewrite. Premium options are available on Wordpress.org.
Livejournal
Rating: Novice
This platform creates the feel of social networking meets forums meets blogging, with a bare-bones appearance. The site is self-hosted, meaning you will not have to create a domain name or a hosting account. It can be used as a blog, journal, or diary. For more information, visit Livejournal, or view this instructional video by Live Journal, Inc. Premium options are available.
Weebly
Rating: Novice-Intermediate
This is a self-hosted site, requiring neither a personalized domain name (unless you upgrade to Premium) nor a third-party hosting site. It is user-friendly, customizable, and compatible with mobile devices; it can be linked to your social media accounts. For more information, visit Weebly, or view their instructional Youtube video. Premium options are available.
Tumblr
Rating: Novice
To use this site, you must create a username, but you won’t need a domain name or a hosting account. It is great for mobile devices, quick, and easy to use. Tumblr creates a social media feel with easy commenting, liking, and reblogging (posting someone else’s post to your own blog) to help people interact with your content. For more information, visit Tumblr, or view this instructional Youtube video by Jake Edwards. For an example of a Tumblr blog, check out WritersandKitties.
Blogger.com
Rating: Novice-Intermediate
Founded by Google, this blogging platform is proven to be popular, stable, and incredibly quick to set up. You are also given the option to manage multiple blogs and adjust your privacy/viewing settings. For more information, visit Blogger. or view this instructional Youtube video by DHBW Fans. For an example of a Blogger blog, check out ReadingforSanity. Premium options are available.
Wix
Rating: Novice
This straightforward platform offers ready-made, customizable design templates that can be personalized with drag-and-drop tools. You can also include apps and an online store, and link your social media profiles to it. For more information, visit Wix, or view this instructional Youtube video by Website Builders Critic. Premium options are available.
Medium
Rating: Novice
Backed by the founders of Twitter, this platform is a sleek way to read, write, and post articles without the hassle of setting up and designing your own website. You can also send draft previews of your posts to individuals before officially publishing them. For more information, visit Medium, or view this instructional Youtube video by KQED Learning.
Postach.io
Rating: Novice
Created by Evernote, a productivity app, this platform allows you to publish your content in blog format directly from your Evernote account. For more information, visit Postach.io, or view this instructional Youtube video by Jeff Herring. Premium options are available.
Paid
Squarespace
Rating: Intermediate
This platform is more for typical websites and geared toward small business owners, though you can blog through it as well. Try it out with a 14-day free trial before selecting your desired plan, which costs between $12 and $26 per month, depending on your preferences. For more information, visit Squarespace, or view this instructional Youtube video by Hop Creative. For an example of a Squarespace blog, check out AnomalyLiteraryJournal.
Svbtle
Rating: Novice
This platform is the most basic form of blogging, intended solely for reading and writing purposes, with no customization options available. The monthly fee is $6. For more information, visit Svtble.
Ghost
Rating: Novice-Intermediate
This platform provides a clean and simple approach to blogging, allowing you to schedule content to be published in advance and collaborate with others. Posts are edited using a simple shorthand coding system known as Markdown. You can try it out with a 14-day free trial before selecting a plan, which ranges from $19 to $199 per month, depending on preferences. For more information, visit Ghost or view this instructional Youtube video by TSOhost.
Suggested Blog Topics
After perusing the different blogging platform options and sample sites, you might want to consider some topics to write about! Here are a few suggestions:
Describe your writing process.
Tell us about what makes you tick! Do you have any special writing locations? Perhaps a specific method of conducting research for your book, developing your characters, or creating your plot? You can even discuss your general writing schedule and timeline. Other aspiring writers who might follow your blog would be interested in these details about your life as an author!
Share a chapter of your book or a book in progress.
Alternately, release chapters of your book at intervals like a serial radio drama to encourage readers to keep coming back.
Elaborate on topics related to your book to spark interest in readers regarding what you write about.
What were your inspirations for delving into certain topics? Are they from personal experience or interest? What is the broader significance or reach of the subjects you’ve broached in your work? This is a great way to share additional thoughts, feelings, and research that will bolster your book’s intrigue.
Talk about your life and inspiration.
Readers want to get to know your book and you! So share a bit about your background, your passions, interests, hobbies, and family. Why and when did you decide to become an author? Who/what were your biggest sources of encouragement?
Share upcoming book plans, events, or projects.
Do you have any promotional events coming up? Maybe you’ve got some plans for another book on the horizon; if so, let your readers know! Have you taken or received any great photos of your book with fans? Post those with an informative caption as well!
Promoting Your Blog
Once you’ve created content for your blog, it’s not enough just to post it and hope someone stumbles across it! You’ll want to link your blog to other platforms, or any of your other marketing efforts. You can also share your blog with us at Brandylane so we can subscribe and help direct readers your way! You should try to:
Post links to your blog on your social media page(s). Share links to every blog entry after you post it.
Include a link to your blog in any email updates or email blasts you may send out. If you don’t regularly send out email blasts, it would still be a good idea to share your blog with some of your personal email contacts and think about compiling an email list.
Submit blog posts to Brandylane for review if you want someone to take a second look.
Send excellent blog posts to other bloggers or media sites and ask them to reblog.
Keep a journal or memo in your phone to note potential future blog topics.
GENERAL SUGGESTIONS
And finally, here are a couple of general things to keep in mind:
Keep your blog writing and images clean, clear, and concise. The internet is all about quick, direct information.
Use your blog to create the mood of your social media presence. This should go along with your personal brand. For example, if you are a children’s book author, you wouldn’t want your blog to be in black-and-white with no images! Or if you write dramas, you wouldn’t want your posts to be silly and carefree.
Tie in photos of events, your book, etc. with posts. Blogging is visual, so images are a must!
Try to blog once a month at the absolute minimum; once a week is a good goal. Blogs that post infrequently can often be mistaken for “abandoned”.
Be realistic about blogging goals. Blogging is writing, but you don’t want it to cut into your actual writing time. You might aim to give each post a week for development and editing. If you want to maintain a more frequent presence, try peppering your blog with shorter pieces, even general musings or snippets of creative writing.
Important information pertaining to an event or announcement about your work should be given ample time and consideration to be as clean and concise as possible. Take your time, double-check all facts, and post with enough advance that your followers can plan to be at your events.
You can also include images and write descriptions in the caption box to minimize writing time if you’re in a crunch, but continue to keep your posts dynamic and interesting.
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