THE BUSINESS OF BOOKS, with novelist Seth Greenland

In SHINING CITY, Seth Greenland’s latest novel, a middle-class family man with money troubles inherits his brother’s West Hollywood dry cleaning business and soon finds himself running a popular escort service. It’s an L.A. adventure story that Publishers Weekly calls “entertaining and intelligent,” and which the Los Angeles Times says will seduce readers with its “combination of narrative skill, speed and sharp-pointed wit.” Greenland’s debut novel, THE BONES, was called “savagely funny” by the San Francisco Chronicle and a “smart TV-biz satire” by Entertainment Weekly.

That’s not surprising considering Greenland’s professional background. In addition to being a novelist, he’s an award-winning playwright and screenwriter. He worked on the HBO series Arli$$, as well as other shows, and has sold the movie rights to both of his novels.

Beyond the entertainment industry, he contributes to the Huffington Post, where he was a founding blogger, and his work has appeared in a number of newspapers, including a recent L.A. Times book section essay, “Straight to Video,” about the creation of his popular video book trailer -- which you can check out here.

He lives in Los Angeles with his family.

What were the top 5 things you did to market your book after publication?
The top five things I did to market my book after publication were worry, fret, obsess, complain and plot revenge. More seriously, I did readings, made contacts with people who could talk about the book, joined Facebook, where my wife helped out by establishing a Shining City Club, and worked very hard to try and not feel like I had morphed into P.T. Barnum.

What was the best thing you did before publication to prepare?
The best thing I did to prepare for the promotion of the book prior to publication was do an author video, then write a piece for the Los Angeles Times about author videos. Both appeared about a month prior to the publication of SHINING CITY. A lot of people have seen the video, and it has done more than anything else to get the word out.

Did you work alone on your book promotion strategy, or in conjunction with a publicist?
I worked in concert with my publicists at Goldberg-McDuffie, who were indefatigable in their efforts. But before we began, I made plans to create a video, write blogs and newspaper articles, and basically make sure I was doing everything within my power to alert the world that I had a book coming out. I viewed my job at this stage as making my publicists’ jobs easier.

If you knew then (when your book first published) what you know now, what might you have done differently?
This is my second novel, and I learned a lot the first time I published a book, mostly about what I didn’t do. The primary thing I needed to get over was the feeling that promotion was somehow unseemly. There are so many things clamoring for people’s attention, I concluded it was a mistake to be at all precious about letting people know I had a book coming out. This time I put together a comprehensive plan pretty far in advance, worked very hard to make it a reality, then just hoped for the best.

How do you balance writing with the business side of being an author?
Balancing writing with the business side of being an author is difficult since the promotional side takes up so much oxygen. I began to write my next book as I started to circulate the one that is out now prior to submitting it to my publisher. While I was waiting to get creative notes from readers I trust, I made a lot of headway on the new piece. So now, while I am concentrating on flogging SHINING CITY, I’m not beating myself up about my lack of progress on anything new. I need to get back to work soon, though. The promotional aspect of all this can be a major distraction.

Any other advice for newly published authors?
My primary advice for newly published authors is to write another book.

5 FAVES

Favorite item on your writing desk: A small framed picture of my kids when they were 5 and 3.
Favorite way to procrastinate: There are so many wonderful ways to procrastinate starting with doing author interviews like this one. There is walking the dogs and, of course, reading. But nothing in terms of convenience and efficiency compares to the Internet. If the Internet did not exist, I would have already written my complete works.
Favorite literary character: Raskolnikov and Alexander Portnoy, although lately I am partial to Batman as well.
Favorite CD: My favorite CD keeps changing. This week it is The Complete Village Vanguard Recordings by Bill Evans.
Favorite snack: Instant Thai garlic noodle soup. It is to this that I attribute all of my various powers.

For more about Seth Greenland and his books, visit http://www.sethgreenland.com/.

4 Things I Love About Being A Writer...

I can...

... daydream and tell myself it's work.

... spend hours reading about my favorite things and call it research.

... go to work in my pajamas and my commute is 9 1/2 steps from my bedroom door.

... procrastinate on my latest WIP by writing a blog post.

P.S. It's not your imagination. I changed the title of the blog. Like it?

THE BUSINESS OF BOOKS, with novelist Penelope Przekop

Penelope Przekop’s recent debut novel, ABERRATIONS, is a richly woven story of a young woman struggling with narcolepsy, her mother’s death and her family’s secrets, and it has been hailed as contemporary Southern fiction at its finest. Although ABERRATIONS is her first novel, Przekop is no stranger to the book industry. In 2005, McGraw-Hill published her management guidebook, SIX SIGMA FOR BUSINESS EXCELLENCE, which shares business strategies Przekop culled from her experience as Johnson & Johnson Pharmaceuticals Group’s director of global quality management within its benefit-risk management group. She’s been featured in the New Jersey Star-Ledger and The Shreveport Times, as well as other publications, and she writes essays on such themes as truth, forgiveness, choice, boundaries and relationships on her weekly blog, Aberration Nation.
Przekop was raised in Shreveport, La., where her novel is set, and lives in Philadelphia with her family.

What are the top 5 things you are doing to market your novel?
1. I signed with a publicity firm, Planned Television Arts. This is making a huge positive impact on my marketing strategy.
2. PTA is managing an Internet publicity campaign, which includes obtaining blogger and online magazine reviews, and social networking such as Facebook. I’ve also used the Facebook Ad capabilities to bring readers to my Web site.
3. PTA is also managing a morning radio tour. It’s been incredibly fun, but a few times I’ve been asked personal questions about my childhood because of the overlap between ABERRATIONS and my own story.
4. Prior to the release of ABERRATIONS, I developed a blog, Aberration Nation, and began using it to garner interest in my writing. My blog is a bit unique in that it consists of thought-provoking articles rather than the super-short updates and thoughts found on most author blogs. Now that the book is available, I’ve continued the blog. I’m using it to not only express my thoughts, but introduce readers to my writing. If they enjoy the blog, hopefully they’ll be interested in reading ABERRATIONS.
5. The protagonist of ABERRATIONS has narcolepsy. I do my best to keep in touch with the narcolepsy community. I attend as many conferences and support group meetings as I can to help get the word out about the novel. Aberrations seems to be the first mainstream, literary novel to portray the condition realistically and compassionately.

What was the best thing you did before your publication date to prepare?
Setting up my Web site and creating my blog has proved extremely helpful. I also set up a Facebook and MySpace profile prior to publication so I could begin networking in that arena. Reaching out to experts in fields related to some of the themes covered in ABERRATIONS was helpful. I was able to get some great review comments prior to publication. Of course, the number one preparation for success is to write a great book. I worked on ABERRATIONS on and off for ten years. You just can’t give up!

Did you work alone on your book promotion strategy or in conjunction with a publicist?
As noted above, I signed with PTA. They have been wonderful in helping me to not only create solid strategies, but also to execute flawlessly. Finding a good publicist can make a big difference, especially if they have the right contacts. As everyone likely realizes, you can produce the greatest book ever written, but if no one knows about it, it’s not going to sell.

If you knew then (when your book first published) what you know now, what might you have done differently?
Well, I didn’t use a publicist for my McGraw-Hill book. The book has sold for McGraw-Hill to the extent that they anticipated. However, I believe the sales and interest could be stronger. At this point, I have made a personal choice to focus on fiction, so I’m making my marketing and publicity decisions based on that. I love the McGraw-Hill book and am very proud of it, but I feel more comfortable in my current space. My heart is in fiction.

How do you balance writing with the business side of being an author?
Right now, I spend about 50% of my day on the business aspects and 50% on writing. I try to organize my daily plans so that I have several uninterrupted hours to write. It’s wonderful because I spent many years writing for 20 minutes here and 10 minutes there. That’s why it took me ten years to write ABERRATIONS. I do recognize that there are times when you must be willing to stop writing so that you can focus on the business aspects more. I can see how it might be easy for some writers to get caught up in the business tasks and not get the writing done, which isn’t good if you’re shooting for a long-term career. On the flip side, if all you do is write, what you write may stay in your desk drawer forever. It’s a fine balance.

Any other advice for newly published authors?

Enjoy your success, and don’t forget why you started writing in the first place. If you have a creative heart and soul, what you produce will always be the greatest reward. If you lose focus of that, you lose a part of yourself. I’d rather write a beautiful, meaningful novel that sells five copies and truly inspires one person than a mediocre book that sells millions for some reason. That’s just me. Of course, I’ll welcome the bestseller lists, too, if they come knocking!

5 FAVES

Favorite item on your writing desk: My silver paperweight that reads, “Never, never, never quit.” It’s my favorite quote by Winston Churchill, and words I live by.
Favorite way to procrastinate: Reading and surfing the Internet for too long.
Favorite literary character: Wow! This is tough. I can’t choose just one! Three of my all-time favorites are Hester Prynne (THE SCARLET LETTER), Holden Caulfield (CATCHER IN THE RYE) and John Galt (ATLAS SHRUGGED). May I add Angel Duet (ABERRATIONS)?
Favorite CD: Three of my all-time favorites are Best of U2 (1990-2000), The Juno Soundtrack and Purple Rain/Prince
Favorite snack: The incredible apple.

For more information about Penelope Przekop and her books, visit http://www.penelopeprzekop.com/.

Another Follow-up Question Answered

Natasha Bauman left this question in the Comments section for mystery author Steven M. Thomas:

How do you find these speaking engagements? My first novel came out n June, but I didn't have a tour. I am doing everything on my own, and feeling quite befuddled (and seriously OD'd on the Internet).

Here's what he has to say:

I hate to say this because it is so nebulous -- and maddeningly common as a suggested route to all forms of success -- but networking is where it's at if you are an author who wants to do speaking engagements. All of the speaking that I have done or have scheduled came in one way or another from friends or from people I met at speaking engagements set up for me by friends. For example, a lovely woman who wrote travel pieces for me when I was editor of OC Metro Magazine is on the board of the Newport Beach Library Foundation. She put in a word for me there, and I will be addressing a large group of book lovers at a foundation event in October. Larry Thomas, a cool guy and former Irvine Co. executive whom I know from interviews and seeing him around here and there, got the ball rolling for me to be on a panel at the Orange County Press Club. Larry's protege and my friend, Bill Rams, made the actual arrangements. At the Press Club, I met Marla Miller, editor of Location 3 Magazine. She introduced me to Michael Gregory, who runs the Southern California Writers Conference, and I will be giving a keynote address and teaching a workshop there in September.

Professional organizations are another good way into networking. After my novel CRIMINAL PARADISE was published, I joined the Mystery Writers of America. shortly afterward, the local chapter sent out a call for panel participants for the seventh annual West Hollywood Book Fair, which draws more than 25,000 people. I applied and will be moderating a panel there on September 28. I was invited to participate in this blog because my pal Marty Smith, editor of Orange Coast magazine recommended me to DeAnna. You get the idea.

Keep your eyes and ears open. Tell friends and colleagues you are interested in speaking engagements. Promptly follow up on any opportunities. Hope this helps.

BACKSTORY: The Story Behind the Book, with author Gina Black

(Note: For those keeping tabs, this feature is not replacing the author interview series on book promotion. I'm still tinkering with ideas and lining up new authors for that. In the meantime, this is an interview I did for the newsletter of the Orange County chapter of RWA. It appeared in the June issue.)




Romance author Gina Black's novel THE RAVEN'S REVENGE debuted in June and earned a four-star review in Romantic Times, which sums it up this way: "A thief, a damsel in distress and plenty of conflict—what more could a reader want? ... Black adds sensuality and humor to this intriguing historical."

What was the inspiration for this novel?

I have always loved historical romance. I knew whatever period I picked, I'd have to do extensive research, so I chose the Restoration. After the Puritans lost power, it was an amazing time of change in England. Plus, Charles II was such a romantic King—and quite visionary too; I couldn't resist. I knew he would make at least one cameo appearance. It turned out he would play a more instrumental role in the story. I probably spent far too long researching, but I learned so many little bits of facts that affected the plotline, I'm glad I did.

Once I had the setting for THE RAVEN'S REVENGE, the hero came right to me. Nicholas had lived in exile for most of his life. With the king back and on the throne, Nicholas returned to his homeland. His goal was to regain his family lands that had been given to a Puritan family by Cromwell.

Nicholas, being a rogue, told me he wasn't going to sit around at court while the king took his sweet time deciding what to do. In fact, Nicholas was going to check out the neighborhood he hadn't seen since he was 8.

Then, while he was there, he was going to take on the guise of a highwayman called The Raven. Instead of stealing people's valuables, The Raven was going to hold up coaches and take clothes from the men, leaving them naked on the roadside while apologizing to the ladies for “exposing them to the company they keep." Nicholas said this was a fine revenge on his Puritan neighbors who changed allegiance from king to Cromwell and back again. I didn't gainsay him. (Well, would you?)

Next, I had to come up with a heroine strong enough to handle Nicholas; one who needed him, even though she wouldn't know it. I was so lucky, because it turned out the daughter of the family who had been granted Nicholas's family lands—and who now stood to inherit them—was perfect for the part. Especially since she was about to be married off to a villainous neighbor.
That left so many possibilities. And I could tell from the moment I had them both in my mind that they were made for each other. But, since this was a romance, it took the whole book for them to realize it.

How long did you work on the novel?

I started the book back in 1994. It took me about 10 years with some big non-writing gaps from the beginning to "the (polished) end."

What was the biggest challenge for you while writing this?

My biggest challenge was to not give up. I was so afraid I could not finish a book because of all the books I'd started prior to RAVEN. Plus, I wanted to write a book that was publishable—not just a practice book. That made writing this book very difficult.

How did you get into the writing mood?

Music usually works for me. I listened to a lot of soundtracks. When I got stuck, walking usually got things moving again. When all else failed, I brainstormed with my critique partner, Lisa Valdez, or my daughter, Sara Black, who is also a writer.

What is your writing regimen?

I keep looking for one! Right now, I try to write 100 words before breakfast so I can get the story happening before my day takes off. Since I work full time, this is a fairly effective way of staying focused. But, if I miss a day, I have to struggle to get back into it.

For more about Gina Black and her book, visit http://www.ginablack.net/.

THE RAVEN'S REVENGE
Katherine Anne Welles lives a life of duty and obligation, but marrying her villainous neighbor is out of the question. Defying her father, she flees in the arms of a wounded highwayman, even though she distrusts his offer of help. But traveling with a dashing highwayman who won't ask directions is anything but safe. Especially when his searing hot kisses awaken a yearning for something Katherine never knew she wanted.
Nicholas Montford, the exiled Earl of Ashton, returns to England determined to reclaim his family lands. As a highwayman called The Raven, he takes revenge upon the Puritans who thrived while his family suffered. But when he kidnaps heiress Katherine Welles, thoughts of revenge take second place to kissing her soft lips and teasing the mistrust from her eyes. Can he find redemption in the arms of the woman he will eventually betray?

A follow-up, and a check-up

A few weeks ago, reader Lisa Albers posed this question in the comments section of the interview with author Dora Levy Mossanen:

Any chance of a follow-up with this author? I'm very interested in knowing how she went about forming connections with booksellers/freelance publicists before the book sold. I can't quite imagine how to go about that: Walk into bookstores and say, “I'm an aspiring novelist and I'd like to tell you about my novel...?”

I’m happy to say Ms. Levy Mossanen was kind enough to expand on the topic and returned this answer:

As we all know, forming connections takes a lot of perseverance, patience, and a very thick skin. As far as I am concerned, this last quality is the most difficult to acquire since either one has it or does not. But it can be developed. So, visit bookstores, show your face around, buy a book or two, and make it clear that you are in the process of writing a book and need help in your research. Once you become a familiar face, ask to meet the manager, even offer to take her/him out for a coffee at the nearby Starbucks, tell him/her that you need help finding a book about such and such a subject. Book people like to feel needed, like to help, and love to discuss books and the process of writing. Once you've established a certain rapport, you'll find booksellers to be an invaluable source of information. Once you are ready to send your manuscript out, go to your booksellers and share the subject of your novel, ask them for advice regarding literary agents, editors, freelance publicists, publishing houses, etc. that might share similar sensibilities with your subject matter. You won't be disappointed, I promise.

That completes the follow-up portion of this post. Now for the check-up. After eleven author interviews, I’m taking the week off to consider ways to improve the author interview series. Some of the things I’ll be mulling over is whether the questions should change according to the author, or is it more helpful to see the differences in the responses? Is the variety of authors broad enough? Is there enough background on each author? And finally, should questions veer from the topic of book promotion to include a more encompassing look at the writing life, the craft of writing and the publishing world in general?

If you have any thoughts on the matter, I’d love to hear them.

How'd You Find Your Audience, M.J. Rose?

When it comes to helping authors promote their work, I can’t think of anyone who is more qualified to share advice than M.J. Rose, the internationally bestselling author of THE REINCARNATIONIST, as well as several other books. As the founder of the wildly popular book promotion company AuthorBuzz.com, she uses the knowledge and skills she learned during her career in advertising to help other writers become better marketing partners with their publishing companies. In addition, she is a member of the board of the International Thriller Writers organization, which you can find online at Thrillerwriters.org.

What single marketing strategy best helped you spread the word about your book to people who would be interested in buying/reading it?

Well, it's a tough question to answer without blowing my own horn. I run a marketing company and specialize in helping authors spread the word about their books, so I have to say AuthorBuzz.com. But honestly, it is the most cost effective way to get the word out bar non.

But to be extra helpful here, the single strategy that I think helped was starting way earlier than typical.

What surprised you or was most unexpected when you first set out to help promote your book?

How off the timing is between how long it really takes to build buzz and how short the time that the publishers and booksellers give the book to take off. It takes four to six weeks for buzz to build, which really means that we should start marketing our books three weeks before they come out -- at least -- and at least eight weeks to booksellers and librarians. And then we need to keep marketing for at least four weeks past pub date. But six is even better.

I've seen this work -- the books keep selling.

Readers aren't obsessed with what's new as much with what's great, and they don't mind buying a book that's been out a while if it has great word of mouth. Case in point: THE FOUNTAINHEAD, which was published in the 1940s, sells over 250,000 books a year.

What challenges did you face during the first months of your book's release?

For my last novel, which came out in September 2007, the biggest challenge was (and still is) the crazy number of books being released and how little media space there is to spread around, especially for fiction. Review space has shrunk more than 60 percent since 1996. And yet there were over 250,000 books traditionally published last year.

If you knew then (when your book first published) what you know now, what might you have done differently?

If we go back to my first novel in 1999, what I'd do different is I would have put every penny of my advance into adding marketing dollars to what the publisher was spending. And I would have done it for every book since. I would never have quit my day job to write full time but kept freelancing and put every penny into marketing.

Any other advice for newly published authors?

Spend as much of your budget as you can on marketing -- and not on your Web site. People don't go to debut author's Web sites until after they have heard about the book. The Web site needs to be nice -- but more important -- send the readers to the online bookstores to buy the book.

Also if you think you want to hire a publicist -- for every dollar you spend on a publicist, spend two on marketing because the best publicists will be honest and tell you that they can't guarantee a single placement. So you could spend all that money and get nothing. Whereas with marketing dollars, those are paid placements. If you buy an ad, it shows up.

And lastly: Write your next book. Write it better. Focus on writing. You have to market, but you can hire people like me to do it. You can't hire people to write your next book. And you are above all a writer. That's what you got into this for.

Do you have a writing tip you’d like to share?

Read every page of your book out loud to yourself after you think the book is finished. I can never believe how many mistakes and awkward language I find when I do it. And on the books where I haven't done it, I can see the difference when I look back at them.

For more information on M.J. Rose, her books and her marketing company, visit www.mjrose.com and www.authorbuzz.com.