Susan Raab

1. Your firm, Raab Associates, specializes in marketing, promoting and publicizing. What are some of the most common mistakes authors and publishers make which negatively impact the sale of their books?

-Expecting immediate results. While we all like when that happens, it generally takes time to cultivate the market. Publicity and promotion need sustained efforts to achieve meaningful results. Authors need to make marketing a regular part of what they do and they should continually refine their messaging and process as they go. Publishers help when they cultivate the potential of their authors both as writers and as part of the marketing team. Both benefit when publishers provide authors with marketing tools to help them succeed.

-Publishing a book off season. Very often books get delayed and are moved to the next season’s publishing schedule, even when that’s not the best timing for the book. We’ve seen great Earth Day books published in October and Halloween books published in March. Coverage doesn’t have to be tied to the pub. date, but the author will certainly have more publicity and sales opportunities when the timing of the book works in her favor.

2. What are your top 5 musts in terms of marketing, skills, etc., for authors you work with?

-Be creative. It’s hard to get attention in the market these days because everyone has something to sell.

-Be informed. Know what’s happening in the industry with publishers, technology and marketing strategies. Google Alerts can help a lot here.

-Be involved. A lot of energy is required to engage with the media and the public these days. You should continually work to expand your network and market presence.

-Be persistent. But don’t be pushy. If you’re in this for the long haul, the impressions you make and friendships you establish will benefit you over time. There are a lot of people who make a big splash at the beginning and then disappear. Publishers, the media and others know that and often have a wait and see attitude about whether someone is worth paying attention to.

-Be considerate. You don’t know who might help you in the future. The editor at a small publisher or start-up blog may become a key influencer in the market. Also, consideration is at a premium these days when people are so stressed and pressed for time. If you do this, over time you’ll be noticed and appreciated.

3. Authors can often be shy which makes them great at kicking back and making those keen
observations they reflect on and love to write about. Since being shy is counterproductive to “getting out there”, please give our more reserved writers your self-help pep talk.

It’s very common to feel shy about promoting yourself, so it helps to put yourself in a business mode and think in terms of your books. While writing is an art, selling the idea to an agent or publisher is business. Marketing your books to ensure that you can sell future books is also part of what you must do if you intend to pursue this as a career.

Start with the things you feel most comfortable doing – speaking at schools, doing store events, attending conferences, writing a blog – whatever comes easiest. That will help you gain confidence and provide a base for you to move into other areas.

4. What if I just knew my upcoming book on Yawning and the Probability of Catching Flies was destined to be the next BIG thing. How do you go about determining what level of publicity is appropriate? At what point is Raab Associates involved in the process -- before or after it comes out in order to bolster national attention as well as commercial success and
merchandising?

We get involved once the book is scheduled for publication – generally several months before the pub date. Then, depending on what makes sense for the campaign – which is determined in consultation with the author – we continue for at least 3 months after that date.

5. The telecourses you offer on your website cover a lot of valuable information. Do you recommend them for published, contracted or unpublished authors?

The telecourses are designed to cover a wide range of information. I find they’re best for authors who are published or already under contract for their first book because that’s when marketing is most beneficial. 

6. Your Authors’ Guide to Children’s Book Promotion is a must! You list a lot of associations in your book. How does an author utilize these to promote their work?

The book includes a number of types of associations. Some are book trade associations (ie. SCBWI, Children’s Book Council), which provide resources and networking opportunities. Others are market based (ie. American Library Association, International Reading Association) which connect to potential buyers. Some host conferences and publish material that can be useful, still others apply to a particular niche in the market. Each author’s needs are different, but these are groups they should be aware of.

7. How difficult is it for a first time author to be interviewed on the radio or in print? How can an author boost their interview opportunities?

First-time authors can certainly land interviews. That happens all the time, but a lot depends on the topicality and timeliness of the book and what the author does for outreach. Local media is a good place to start because they want stories with a local angle. Online media is also valuable, and print media generally has an online component, so consider contacting online editors as well, since they usually have more space to allot.

8. How do you see e-books impacting the way authors and publishers promote their books? Any opinion about Barnes and Noble being up for sale?

E-books are already having a big impact and should be a big help. We’re already utilizing pdfs, jpegs, book trailers and other mechanisms to transmit books and book information to media. E-books offer another option and one that has tremendous potential for enhancing the presentation of a book.

It makes books easier to disseminate, but also increases the volume and clutter on the receiving end, so paving the way and advocating for a book will be even more important. Think how much easier it is to dispose of an unwanted email than a book that’s arrived on your doorstep and you’ll see what the challenge will be.

With Barnes & Noble, it’s too soon to tell. We don’t know if the buyer will be another company, an investor, or kept with one of the current owners. I think we’ll be seeing a lot of acquisition and corporate change on the retail side and among publishers.

9. Do you have a favorite snack while working and writing?

Well, on a good day, that would be popcorn or vegetables with hummus or dip. However, chocolate is always a favorite! Just had both finishing this for you.