‘Your Roadmap to Success,’ The BK Nonfiction Book Marketing Workshop 2021 held online April 28-30, was a goldmine of information for both new and veteran authors. The days flew by quickly, with a rapid succession of presentations, panels, and sharing of tips and best practices about how to market books. Much of the event (the second workshop in a row held virtually) was peer-driven, with significant contributions from BK authors. There were also networking opportunities in breakout rooms (or ‘Rest Stops,’) and participation from the top ranks of Berrett-Koehler, including President and Publisher Johanna Vondeling and Vice President of Sales and Marketing Kristen Frantz.
Even though I was on information-overload at the end of the three days, the workshop accomplished something important: outlining in detail the many options and responsibilities that authors have in driving awareness and sales for our books, and to make it seem like a doable, if challenging process. We came away with many specifics about potential avenues for marketing and promotion, and companies/organizations (and types of people) that can partner with us on what otherwise could be a lonely and scary journey.
For instance, two of the corporate sponsors were companies that regularly work with BK authors, Weaving Influence (led by Becky Robinson), and FSB Associates/Pub Site (led by Fauzia Burke). Becky and Fauzia, who is also a BK author, were members of the planning committee, and each gave presentations. Becky and BK authors Julie Winkle Giulioni, who was a committee co-chair with Kristen Frantz, and committee member/BK author Jake Jacobs were poised and unflappable daily hosts/MCs.
Other members of the committee were Christél Fairchild, who kept everything running smoothly in the background, BK author and presenter Heather R. Younger, BK Authors Board President Karen Phelan, and BK author Minal Bopaiah, who moderated a panel on the final day.
Although I furiously took notes throughout the three days, I was relieved that participants have online access to the presenters’ slides, and will eventually have access to videos. While my article doesn’t cover every single speaker or participant in the workshop, here are my 10 key takeaways/ahas:
1. Marketing a book really is a journey, with a beginning and without an ending
The roadmap in the workshop title is not just a metaphor. We were provided with a visual representation of the authorial road trip, starting with the opening keynote, and then opportunities to write down what we learned along the way about various ‘roadside attractions,’ such as websites, email, network mobilization, PR, social media, video, and podcasts; through to the closing keynote. We were also encouraged to write down our goal, purpose, and target audience.
In her session, Becky Robinson outlined ‘The Four Phases of a Book Launch’:
Building: Now Until 6 Months Before launch
Working: 6 Months leading up to launch
Launching: Month surrounding publication date
Advancing: Beyond launch
She also gave us a detailed checklist to accompany the four phases. The last item under the advancing phase: “Starting planning for your next book!”
2. Think holistically
Your “why,” as overused as that term has become, isn’t really a cliché. Your book has to have a strong and compelling reason for its existence, and you have to articulate that to yourself and to the marketplace. And while your why is a necessary starting point, don’t neglect the who, what, when, where, and how. Fauzia Burke specifically noted in her presentation, under the heading ‘Know Your Why’: “Understanding your motivations for why you wrote the book (hopefully for the greater good) will keep you motivated.”
3. Learn from a marketer/author
In her opening keynote, ‘What I learned marketing burgers, blush and books,’ BK author Tamara Winfrey Harris drew on her dual experiences as an author and working in marketing and PR campaigns for the likes of McDonald’s Corporation, Mary Kay Cosmetics, the Milk Mustache Campaign and Chicago’s Museum of Science and Industry. Two of her slides provided a highly detailed communications and marketing plan, with objectives, strategies, and tactics, for her earlier BK book, The Sisters Are Alright: Changing the Broken Narrative of Black Women in America. Tamara’s new BK book is Dear Black Girl: Letters From Your Sisters on Stepping Into Your Power. In a happy quirk of random breakout room assignments, Tamara and I were the only two people in our virtual breakout room after her keynote!
4. Learn from mini-case studies
For their presentation ‘Humanizing Your Marketing by Leading with Heart: How to Build Trust, Increase Engagement, and Connect to Convert Through Email Marketing,’ Heather R. Younger and Nikki Groom outlined in detail some of the most important strategies and tactics for Heather’s new BK book The Art of Caring Leadership: How Leading with Heart Uplifts Teams and Organizations. They explained a 3-step process:
Listen – Uncover unmet needs.
Awareness – Get people interested.
Commit – Show up and keep showing up.
They described six categories of people you will want along for your journey: “Endorsers, Friends, Strategic Partners, Champions, VIPs, and Subscribers.”
Edgar Villanueva reported on the elaborate launch of his 2018 BK book Decolonizing Wealth: Indigenous Wisdom to Heal Divides and Restore Balance, which will be coming out in a revised and expanded second edition. Not all of us will be able to go to the lengths and expense he went to, but there was a lot to learn from his presentation. That includes his 3 Pro Tips:
#1 Show Some Love-To Yourself
#2 Build Community
#3 Hire a Professional.
5. Take the DIY approach when appropriate
BK author Bob Miglani’s fast-paced and fact-packed presentation ‘How to Make Amazing Videos to Sell More Books, Build Your Brand and Share Your Knowledge with the World,’ helped to demystify the why/how of making and sharing videos. One of his early slides encouragingly says it all: “I knew nothing; started from zero; learned a lot by trial and error.” Among many other things, Bob provided specific recommendations on video/home office equipment to consider buying. He pointed out that YouTube is the number 2 search engine in the world, and he cautioned us that “If you’re not in their iPhone “Feed” – you don’t exist.”
6. Authenticity is more than a buzzword
In her opening keynote, Tamara Winfrey Harris discussed the importance of authenticity, and one of her slides said the following: “Be as genuine in promoting your book as you were in writing it.” The power of authenticity and expressing who you are through your creative endeavors was demonstrated in the electrifying final day ‘Marketing the Revolution: A Panel Discussion,’ with BK authors Denise Padín Collazo, Tiffany Jana, and Natalie Nixon, and moderated by BK author Minal Bopaiah. We learned that everybody brings their unique experiences and insights to their work as authors. Tiffany Jana pointed out that it’s our responsibility as one-of-a-kind human beings to present the fullest range of our talents to the world, in our books and elsewhere. I’m particularly looking forward to the video of this panel, partly because I was taking notes so fast that a lot of what I wrote turned out to be illegible!
7. Consider your most valuable assets as an author
Fauzia Burke reminded us about out how important all elements of our website are, and how hard they should be working on our behalf. She and others pointed out the value of email marketing and having a newsletter, and mentioned options we have through companies like Constant Contact and Mailchimp. She outlined ‘How to Find Your Target Audience in 3 Steps,’ which in her words are:
Step 1. What You Know
Step 2. Demographics
Step 3. Market Research
And in keeping with the roadmap metaphor, she detailed four elements of driving traffic to your website: Analytics, Time on Site, Make Your Site Google Friendly, and Backlinks. In her tip under Analytics, she said “It’s a good idea to review your website analytics at least once every three months. We use Google Analytics and they have started incorporating AI to make recommendations.”
8. Don’t lose sight that you want to sell as many books as possible
In his closing keynote, “What’s Next: Your Long-Term Plan For Your Book’s Long-Term Success,’ Bard Press Publisher Todd Sattersten was blunt: he wants to see an author’s sales plan, not just a marketing plan. Keeping with the workshop’s theme, he outlined ‘19 Roadside Attractions for Growth,’ under 3 categories:
- common (e.g. content marketing, email marketing)
- uncommon (e.g. business development, community building)
- rare (e.g. affiliate programs, existing platforms)
Todd was also a speaker at the first BK marketing retreat I attended, in 2009 at the HQ of ATD in Alexandria, Va., when BK published my first book, Living in More Than One World: How Peter Drucker’s Wisdom Can Inspire and Transform Your Life.
9. It pays to register early
Besides the workshop price discount, the ‘Early Bird’ registrants received a goodie box a week or so prior to the event. Mine included a colorful poster of the ‘Your Roadmap to Success,’ and all sorts of other cool items, including several KIND bars that came in particularly handy during the fast-paced days; a stress ball, sunglasses, a box of Yogi Vanilla Spice Perfect Energy tea, a pencil sharpener, candy, a Weaving Influence branded combination notebook/workshop agenda, and copies of two BK books: Fauzia Burke’s Online Marketing for Busy Authors: A Step-by-Step Guide, and Joel Schwartzberg’s Get to the Point!: Sharpen Your Message and Make Your Words Matter.
10. Don’t be overwhelmed
There is no way an author can put into effect all of the advice on offer during the three days. You have to decide what information is the most appropriate, relevant and doable for you. Start one step at a time, so that you are not over-committed to any one approach, or any one organizational partner. Enjoy the process and the moment, however long it lasts.
This post is adapted from my article for the June 2021 BK Authors email newsletter.