Reflections on Blogging and Other Mayhem

To Blog or not to Blog... 

Therese says: When I began blogging in 2009 I didn't have a book to present, or a theme for my persona, but I was having a great time reading and commenting on blogs as my evening entertainment. The blogs were on topics of interest to me. I liked networking and wanted to be active in blogsphere, but I had no platform or product so what was the point?

Now there are many examples where authors began blogging specifically because they had books scheduled for publication and they needed to create a public persona on the web to generate interest in The Author and connect to an audience.

What I had in my early blogging days was intention to be a novelist and encouragement to get-my-writing-out-there. Friends and family told me they always read my life-status-emails, and annual holiday newsletters, because they were entertaining. I'd recently taken some college level essay writing classes and decided blogging would be a great way to practice those skills in a public venue. But what topic? My life, and thoughts on life, wasn't that interesting and only generated a few hundred words in three posts a week.

However, I wanted to share with my few readers all the cool stuff I was exploring so I created what I called webbit tours. Every week or two I posted about interesting stuff I had read, explained why I liked it, and I embedded the links to other blogs and sites. This increased my exposure by default. Links showed up in other's stats so they were curious to see who was promoting them. It's sort of fun to realize I was doing, on a really small scale, what Twitter does now.

What's important to remember about all the FLASH social media venues is that they are designed and used to share more substantial fare - like blogs and websites.

The most important advice I got about blogging was from a fellow student in my screenwriting class in 2009. This young man is Jean Auel's grandson and one of his parents was an active blogger at that time. He cautioned that blogging could consume me as more people found me and I'd be sucked into their agendas and discussions. I quickly saw the truth of this potential social-media-time-suck and made a point to stick to topics of interest to me. If a post caught the attention of an agenda I didn't want to pursue, I picked other topics for future posts.

My blog network remained small and friendly even though I could see from the stats, and locations of those who commented, that my blog posts were being read around the globe. This boosted my courage and eventually a reader told me my blog theme was "practical spirituality." I started to really have fun with my posts and I organized my topics.

A blog is not a platform. It's free. It's friendly. It's an added value for your audience to connect with your author persona.

Your book, whether memoir or novel, is something you created in the past. A blog is interactive in the present.

When I chose a new template for Terri Patrick's Blog, earlier this year, it was to highlight my primary blog topics, even one as random as "musings." The bonus to this experience is that as my online persona developed, I became bolder with themes and topics while writing my novels and memoir. None of which are available for sale at this time. That is a different dilemma. Social media activity increases expectations of immediacy in relation to the writing process.

Now, in 2012, (I felt a date stamp was a good thing - who knows what's coming next year!) my personal blog is in an RSS feed where some of my posts are reissued through an online news journal. This is a big plus as it gives my writing more exposure with no additional work.

Will all this generate sales? Maybe, when I have something to sell. But the emotional and professional benefits are greater than I could have anticipated, yet, it is because I was having fun and I still enjoy the world of blog.

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Workshop #3: Free Read Booklet

Like most avid readers, I'm sure you've lost count of how many books you purchased and never finished reading.  Often the author's writing style or subject matter just didn't click with your reading preference. It doesn't mean that the book wasn't well written, it just means that book wasn't your cup of tea.

From the author's perspective, a book was sold.  BUT, if the reader doesn't connect with your work, you won't have a repeat customer or a raving fan.  The reality is that it is impossible to connect with every reader on the planet, however by better defining your target audience you will increase your chances of finding your readership (customers).  One tool to help find your readership is a Free Read Booklet.

Free Read Booklets are a great way to:

• widely promote your book before it is published (to build buzz and interest)
• allow your readers to 'try before they buy'
• provide a signed and personalized memento for readers

For e-pubed authors: free reads are a great way to give signatures and promote your book at book signings.

Pictured below are two booklets distributed at the April RT Booklovers Convention in Chicago.  The one on the left is for Tes Hilaire's latest work: Deliver me from Darkness. The one on the right is for Maire Claremont's The Dark Lady.

Ms. Hilaire had her free read professionally printed with a card stock cover and glossy pages.  Ms. Claremont printed her booklet on standard paper.  Both are bound with staples.

Morgan says: Unlike bookmarks, you can save some money by making your free read booklets on your home computer!  As long as you keep your work neat and professional, you'll be all set.

If you don't have software that can automatically layout your booklet for printing, here's a way to easily do your own layout and print your booklets:

• Start with blank pieces of paper folded in half to make a mock up of your booklet



Booklet Mock Up

• Number the pages to know their positions for final printing 



Numbered pages for layout






Take the book apart to see the page layout needed.  Notice that pages 1 & 10 are on one side of the sheet, while the back and cover are on the opposite side.




• In MS Word, use the landscape orientation for your pages and insert text boxes to layout your booklet
• Print and assemble using a long reach stapler  (you can find a long reach stapler at any office supply store)

Morgan says: WARNING: I only recommend free reads for books that are published or have a set publication date.  I picked up a VERY interesting free read at RT.  When I went to buy the book, I was extremely disappointed to learn that it was not available for sale.  I went to the author's website and found out that their free read was a work in progress without a publication date.   Remember, your goal is to sell more books and attract raving fans....not frustrate potential readers.  Needless to say, I won't be buying that book anytime soon.

Note: Use this technique to create blank journals for readers at conferences and book signings - just put your book cover and web address on the front!

 Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

"It's my blog" - Cyber Karma Lesson #1

One reason Morgan and I stress creating a PERSONA prior to stepping into cyberspace is because we've witnessed some immature and inflammatory online behavior. This is not recommended if you wish to advance your career as a novelist.

MYTH: "It's my blog and I'll bitch if I want too."

Absolutely. I love a creative bitch session and there are numerous blogs in the commercial fiction world where bitching is part of the platform. A well presented bitch can be very enlightening as well as entertaining. But the rule is not to be vindictive, or deliberate in attacks on individuals, specific books, or companies.
Bitch about your dirty laundry if you want, but do not toss it at others.

Advice Morgan and I adhere to from our experience traveling on corporate ventures is that you never know who is listening. Bitching about clients, customers, companies, or coworkers, is taboo in any public place, like a restaurant. You may be sitting with your coworkers, who all agree with your bitching, but the lady at the next table may be the vice president who you haven't met. She may have authorized working with your company and also recognize you are trashing her coworkers. You won't be asked to return and you'll never know why.

You never know who is watching and listening in cyber space.
The day you have an online meltdown about the delays of the publishing process could be the day your dream agent read your proposal and before contacting you, did a cyber search on you.
If you bitched well, you'll be getting that call.
If you bitched like a brat, the character the agent didn't love in your proposal, was you.

Never bitch about a reviewer, or reader, or agent, or editor, or anyone, who didn't give your book high praise. If you do contact them, only do so to sincerely thank them for their time and attention to read and review your book. They may not have been entertained or impressed by your work but they will remember you were gracious. They may review another book and see something to praise.

If you can't tell the difference between a good bitch and a whiny bitch, it's better not to bitch at all.

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Cyber Safari Comments

In this week's Workshop Wednesday, we sent you on a "Cyber Safari" and asked you to examine six different websites with the questions below in mind.

Charlaine Harris

J.K. Rowling

Kady Cross

Jane Porter

Elizabeth Boyle

Trish and Rob MacGregor

Questions:

• What do these sites have in common?
• What are some ways each author is connecting with their readers?
• What types of things are included in each site's content?
• How are they allowing the reader to further experience the world created in their books?

So, what did you find?  Here's what we found:

What do these sites have in common?
Morgan says:  Did you notice that all of the sites had the author's latest works prominently placed on their home page.  Plus, their content is designed to attract and engage their target audience.  Each site is a reflection of the author's PERSONA with a focus on their books and (for some) world building.  Kady Cross also writes as Kate Locke.  Both of her sites have a Steampunk edge, but are targeted at different audiences.

Therese says: Jane and Charlaine both have professional photos on their first page for that persona connection beside the latest book covers. Kady and Elizabeth focus on the world flavor of their books and finding an author portrait takes a little searching. J.K. and the MacGregors present interactive experiences of their current projects.

What are some of the ways each author is connecting with their readers?
Morgan says:  Each site included a means for the reader to contact the author either via email, Twitter, or Facebook.  Some included a way to register for online newsletters and other notices.

Therese says: Active blogs that allow comments from the reader. Elizabeth and Jane average two or more posts per week, with personal topics that are of interest to their audience which is mainly adult women. Kady presents world themed images every month or more that can accept comments and her primary audience is YA (young adult). Charlaine and J.K. have strict requirements for an interactive audience. The MacGregors are daily bloggers of primarily metaphysical topics and alternative news which aligns with all their nonfiction books, as it's their primary platform in addition to award winning novels.

What types of things are included in each site's content?
Morgan says: Charlaine Harris often includes a free read on a chapter from her next Sookie Stackhouse book.  She also includes frequently asked questions (which is how I learned about RWA), a blog, and interviews.  Kady Cross has a song playlist for her book The Girl in the Clockwork Collar on her 'Extras' page.

Therese says: All these authors have schedules, news, reviews, and excerpts available to read. All have a variety of links for the reader to buy a book in the format of choice.

How are they allowng the reader to further experience the world created in their books?
Morgan says:  Ok - J. K. Rowling takes this question to a whole new level with the introduction of her PotterMore site! Notice that she has put "recycle, reuse" to work for her.  Via PotterMore she is putting all of her world building to work. She has added previously unreleased background information on everything from wizarding world clothing to secondary (and tertiary) character background stories.  Remember, you can do the same thing....even without all the games and quizzes, your readers will still have fun with the additional world information.

Therese says: J.K. and the MacGregors sites are more an interactive experience for avid fans which makes them unique. Jane, Elizabeth, Kady, and Charlaine all have clear and easy to navigate pages with lots of engaging colors and text to keep a reader exploring. Once you step into the pages, there's always something pulling you to another...

In summary, you can include a wide variety of content on your website.  Consider how much time you want to spend on keeping your web content fresh and current, then GO FOR IT!

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Field Trip #6: Cyber Safari

As with any profession, a quick way to gain new skills is to study successful practitioners.

In this week's field trip assignment, we would like you to take a "Cyber Safari" and examine the websites of a few successful authors.  Specifically, we would like for you to examine the three sites listed below:

• Charlaine Harris
• J.K. Rowling
• Kady Cross

Questions:

• What do these sites have in common?
• What are some ways each author is connecting with their readers?
• What types of things are included in each site's content?
• How are they allowing the reader to further experience the world created in their books?

In this week's Finer Points Friday post, we will include some answers to the questions above and point out some highlights on each website.

Please note: By no means are we suggesting that any website is absolutely perfect or that you have to spend tons of money to have a great web presence.  What we are merely trying to illustrate is that there are a wide variety of things you can include in your web content.  Remember, your ultimate goal is to keep your readers coming back for more and....to SELL MORE BOOKS!

Therese Says: I'll also add links to this "Cyber Safari" because all these authors, linked above and below, and their books are very different from each other in the type of stories, the target audience, and the author experience they present online.  

• Jane Porter
• Elizabeth Boyle
• Trish and Rob MacGregor

Feel free to examine other author sites and leave comments below....happy hunting!

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

The Marketing is Time Consuming Myth

Good marketing does take time because you are setting up an effective Author Persona and promotion plan for your books.

Aggressive promotions because of a new book launch will take time if you are running contests, doing blog tours, and more. We want you to understand what you do, how it works, and why it counts. We do not want to see authors exhausting themselves running around the internet shooting "Buy My Book!" messages, and tripping over their own text. If you employ the shotgun method your audience will duck and cover from you.

This site and our time is devoted to help you feel confident about your marketing plan once you've got a good book ready to hit the shelves - whether those are bookstore shelves or virtual ones. Until that book is ready for an audience, your social media marketing is only what you do for fun with your persona. This is how you test and refine your online presence prior to the days of a promotional tour.

To use your marketing time effectively please:

1. Reread Dineen A. Miller's post on Intentional Marketing. 
2. Return to our PERSONA exercises. 
3. Review Remy Stone's tips on blending your website, business cards, and all promotional materials to mirror your books and persona.
4. Watch the video on our First Glance  post to consider how these two authors promote themselves, in their author personas, in a public venue. 

Once you have refined your persona - which is all about YOU, your presence will be welcomed as you Push-Pull-POP for your audience - as those marketing processes are all about THEM. You've created an awesome experience for your audience with your story and they will be grateful you've shared the news.

Marketing will take some time in the initial stages of your career as an author, but once you understand the basics, it will take a lot less time with each consecutive book. Then your marketing machine will hum along on the schedule you create, or equal to 10% of your writing time. Now get that book ready for your audience and your persona polished to market.

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Why Reinvent the Wheel?

In Wednesday's post, I (Morgan) shared my world building journal for my latest WIP.  Therese and I, like good Pacific Northwest citizens, are big believers in recycling! 

Here is how I plan on recycling the work I put into my journal:

Author Trading Cards: Since I purchased the appropriate license for the character images on iStockphoto, I will use these pictures for character focused trading cards.

Character Focused Bookmarks: Why not take trading cards one step further and turn them into book marks?  Personally, I use my bookmarks more than I look at trading cards - but that is my personal preference.

World Exploration Content for my Website:  Website content will be where the bulk of my 'recycling' will occur. More and more readers want to continue their 'escape' experience via web content that allows them to 'get to know' your characters beyond what you've written in your books.  Here is where I can list my character's favorite foods, song play lists, aspirations, etc.  Almost anything is worth mentioning, as long as it helps immerse your readers into the world you've created.

Blog Posts: Interesting and obscure historical facts from your research make interesting blog posts.

Twitter: Some authors (and fans) have created Twitter accounts for fictional characters. They then post tweets, role playing as that character.  Caution: be sure to state in the Twitter profile that your character is fictional!

If my series becomes popular, wouldn't my world building journal make an awesome companion book for the series??  (Keep your fingers and toes crossed for me!)

All of these items will be fleshed out further in the marketing plan for this book.  I have used my world building journal during pitch sessions.  All of the folks (agents and editors) who saw this book requested submittals!

NOTE: I do not recommend that you post this level of content for an unpublished book.  As we have stated in earlier posts, don't give unscrupulous writers the opportunity to 'borrow' your work.

Don't Reinvent the Wheel.  Recycle & Reuse!

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Workshop #2: World Building Journal

Morgan, here, with another workshop to get your creative juices flowing.  One of the things I love about writing, is world building.  Some authors use giant poster boards to collect images, scraps, and pictures for inspiration.  Since my day job requires tons of travel, I decided to combine my love of scrapbooking and collage to create a portable world building journal.

My latest WIP is a YA, Steampunk novel.  Here is a picture of the cover of "My Steampunk World" journal:

I found a plain journal at a local scrapbook supply store.  It is wire bound and included a mix of lined pages and pockets.  I took the binding apart and reordered the pages to disperse the pockets in sections for each character, then designed a cover representative of the world I'm building.  Sites like iStockphoto have pictures available that can be licensed (for a small or large fee) for both commercial and non-commercial use. 

After finding images to represent my characters, I created page spreads and sections to capture my thoughts, notes, and other research.  Here is an example of one of the character pages in my journal:

For one of the characters, I found a woman I liked, but she was wearing jeans and a t-shirt.  I used a bit of clothing from a paper doll book to put her in period appropriate clothing:

Other sections include sketches of my steam powered gadgets, maps, and notes from my historical research.

To help garner the look, feel, and textures of my world, I add scraps of ribbon, fabric, and craft paper. Tim Holtz has created a wonderful line of vintage and Steampunk themed papers and embellishments.  His products can be found at most major art, craft, and scrapbook supply stores.  (I also like 7 gypsies line of products.)

Questions:

• How do you do your world building?
• Can you think of ways to 'recycle' your world building work for use in your marketing and promotions?
• Wanna share your process? Send us a picture!

Note: This type of journal can be used for any genre.  Small business owners may use this project as a tool to gain a feel for their store image, products, website design, etc. 

In this week's Finer Points Friday post, I will discuss how I plan on using parts of this journal in my marketing plan for my WIP Steampunk series.

Feel free to be CREATIVE!

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

Links Myths and Missteps

Missteps (missed words, mistakes, and slips) happen in the world of social media. Where the online world can include an instantaneous megaphone and spotlight, learn to waltz.

On the Many Links Myth post of May 28th, the point of the post was to show how offering a ladder of connection links triggers a paralysis of choice reaction. This is ineffective if the intent is to entice a reader to click on a link and experience your awesome author persona. I, Therese, am aware of all the other distractions to my attention that were happening when I wrote and scheduled that post before unplugging and skipping town. (I often do this during the summer.)

Fortunately, David D. Levine sent an email and left a comment that I had actually created an example of inappropriate email addresses instead of the inappropriate multiple social media links examples I had intended. Creating a new post to correct an error is also a duplicate promotion so never shy away from a chance to say, "Oops, here's what I meant to say."

So I'll clarify - no matter where you are on the web, or how many ways you can be contacted, give your audience one choice for that first glance potential. It's the first glance at the author persona you've created that you want to present to your audience. As an author, with hours of time to network all over every social media outlet everyday, <grin!> you need to remember your audience has limited time and they are looking for a great reading experience.

Your signature link should only be:

www.awesomeauthor.com  (.net or .org also work and are invisible)
or
http://awesomeauthor.hosting service.com if you're using a free service like WordPress or Blogspot or LiveJournal.

These web address links can also be embedded on  Author Name or My Website.

The reader clicks on that one link and there's your Author Persona. Have the graphics in a sidebar for Twitter, Facebook, your publisher, your book covers, and all the places you exist on the web. Make sure a click on those graphics have embedded links to connect to you, or are a link to purchase your book. Check these links to verify they work at least once a month.

If you want to promo a novel beneath your signature link, please limit it to two. An "Available Now" or a "Coming Soon" is great. A list of titles, or a blurb paragraph, distracts the reader from a curious click on your link to find out about your books. Less-is-More to generate a click on your link to you.

When a reader clicks on your link, they have already made the choice to connect. They are now on your main persona page. Since you've created a great experience for the reader that represents your genuine author persona, they are more willing to follow, read more, or BUY, and the easier it is, the better they feel about that choice. Pay attention to how you feel when you see how others present that choice to connect and you will know the way to appeal to your audience.

Also, have a designated email or contact form that's very easy to find and use. Too many websites include the options - Follow me on Twitter! Like me on Facebook! - but do not provide a way to send a simple, private, email note. The recent example is:  An editor for an online magazine wanted to add some bloggers to the magazine RSS feed to repost articles of interest to their readership, but was unable to contact the authors. 

If you misstep and someone like David D. Levine is gracious enough to point out that gaff, thank him, and check out what he's got going on. Hello! Lots of cool stories and more! I wouldn't have discovered him if I hadn't misstepped online and he stepped forth to politely let me know. New connections are born this way. You may never connect with 90% of your audience so treat that 10% with the same respect you deserve.

And if you make a misstep? Waltz with it.

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to specific questions.

How Do I Get My Hands on a QR Code?

How do I make a QR code of my own?

There several free sites online that will generate a QR code for you. I usually use http://qrcode.kaywa.com/, but they have a notice at the bottom of their page saying that the QR codes generated are for non-commercial use only, so that's worth considering. QRstuff.com is a good place to get a feeling for all the things you can do with QR codes. It’s a subscription service, but some services (including generating a basic QR code) are free.

So are people actually using these?

Yes, and recent research clearly suggests that QR code awareness and engagement is rising alongside smartphone adoption.

1.    One in every five American smartphone users scanned a QR code in a retail store in 2011.

2.    57% of those who scanned QR codes in 2011 did so at home on their mobile devices

3.    One third of QR code scanners did so in response to a coupon or offer.

4.    One quarter of QR code scanners did so to receive information on an event.

What else should I know?

If you're going to use QR codes, the most important thing is to make sure your web content is optimized for mobile devices. If it isn’t, a QR code could actually end up hurting you more than helping you. If someone scans your QR code and comes up with a page that doesn’t render on a mobile device, then you’ve not only wasted all your time, you’ve possibly turned someone off. Having a QR code that links to a third-party page with your content on it—for example, Amazon or Goodreads—is usually a safe bet, as both of those sites have mobile-optimized versions. But when in doubt, test!

And that's it for this guest blogging week! I hope it was interesting and informative, and that you'll use some of what you've learned to target your marketing time and money more effectively. Because when you're a more effective marketer, you have more time to write! And isn't that what we all want?

M.K. Hobson is the author of the Nebula-nominated THE NATIVE STAR and THE HIDDEN GODDESS, both of which are available through the usual venues.

She attended the University of Oregon, where she ran Catalyst Films (the campus film society), helped launch The Student Insurgent (a radical progressive ‘zine that’s still being published) 

Currently, she is one of the co-hosts of Podcastle

Learn more at: demimonde.com 

Tracking Marketing Effectiveness Using QR Codes

If you've been reading Author Marketing 101 for a while, I'm sure you already know what ROI stands for (Return on Investment) and you probably already know that it's the "Holy Grail" of marketing. And for good reason—people who spend money on marketing want to know that what they're doing is having an impact.

QR codes—combined with URL tagging—make a great tool for tracking your marketing materials and gauging their efficacy. What is URL tagging, I hear you ask? It's really nothing more than adding unique identifiers to your destination pages. So, let's say your home page is:

http://authormarketing101.blogspot.com

You could easily create a QR code linked to that webpage and slap that QR code on both your business card and your book slick. But when someone clicks through to it from their phone, you'll never know if that action was taken because they were looking at your business card or your book slick. With URL tagging, however, you can know.

(Nota bene: the ins and outs of URL tagging and tracking that are beyond the scope of this post. But if you're interested in learning more, this article <http://www.ppchero.com/guide-to-url-tracking-in-google-analytics/provides> a very good starting point.)

So, if you want to track clicks from the two pieces separately, instead of just creating one QR code, you would create two different ones. And each would link to a tagged URL:

http://authormarketing101.blogspot.com/?utm_source=bizcard

http://authormarketing101.blogspot.com/?utm_source=bookslick1

You would then apply the appropriate QR code to the appropriate piece, and track the tagged URLs in Google Analytics. By doing so, you gain valuable information about which marketing pieces are actually driving action. And that kind of knowledge is marketing gold.

Taking it to the next level with A/B Testing

With the techniques described above, you can even do your own version of A/B Testing.

The basic concept of A/B testing is using two slightly different versions of a piece on the same audience to see which gets a better response.

Creating tagged URLs is free (via Google Analytics URL Builder) as is generating QR codes. Thus, you can make as many custom QR codes as your heart desires. Use them to track the same piece at different events. Use them to track a chapbook of sample stories with the same content, but with different covers. Over time, you will begin to see useful patterns, and you will begin to learn what pieces are worth spending your money on—and which aren't.

Check in on Friday for "How Do I Get My Hands on a QR Code?"

M.K. Hobson is the author of the Nebula-nominated THE NATIVE STAR and THE HIDDEN GODDESS, both of which are available through the usual venues.

She attended the University of Oregon, where she ran Catalyst Films (the campus film society), helped launch The Student Insurgent (a radical progressive ‘zine that’s still being published) 

Currently, she is one of the co-hosts of Podcastle

Learn more at:  demimondemimonde.comde.com

What are QR Codes?

We met the ever lovely M. K. Hobson at the Atkinson Author Fair in Oregon City, OR in May.  We had so much fun geeking out and bonding over our  shared love of all things marketing, we asked M. K. to guest blog. All three of our posts, this week, are dedicated to her QR Code skills.  Thanks, M. K., for sharing your knowledge with your fellow authors!

###

Most authors spend a lot of time and energy trying to attract and retain a loyal, engaged audience. But unless you measure the return you're getting on the time and energy you are investing, how do you know if it's well spent? In today's guest blog post, I'm going to talk about one tracking mechanism—the QR code—that is not only quick and easy to use, but can help you measure the effectiveness of your marketing materials. And once you know that, you can optimize your efforts ... leaving more time for writing!

First of all, what are QR codes exactly?

A QR Code (the “QR” stands for "Quick Response") is a cell-phone readable bar code. It has a very distinctive look:

You've seen those before, right? That one up there is a shortcut to my own personal Website, www.demimonde.com. But you could encode any string of letters and numbers (up to about 4300 characters, roughly the amount of text in this blog post) into one. QR codes are internationally standardized, so even if you generate it here it can be read anywhere around the world.

How are they used?

Smartphone users can download a special scanning app that allows the phone to read QR codes.

So, why should I be interested?

QR codes allow readers to quickly and easily to access a Web URL or other piece of digital content via their mobile device. So, if you're at a cocktail party, having a witty and charming conversation with someone about your latest book, and they ask where a copy can be purchased, you no longer have to say "look it up on Amazon when you get home." You can pull out a copy of your business card with the QR code on it, scan it right into their phone, and a copy can be winging its way to them before you've even finished your drink.

Admittedly, in our little cocktail party scenario you could also use their smartphone to order the book the old fashioned way ... using Google Search, clicking through the browser link to Amazon, etc. But one of the primary rules in marketing is "reduce friction." That means make it easy for the buyer to make the sale. QR codes significantly reduce friction.

Check in on Wednesday for Tracking Marketing Effectiveness Using QR Codes.

M.K. Hobson is the author of the Nebula-nominated THE NATIVE STAR and THE HIDDEN GODDESS, both of which are available through the usual venues.

She attended the University of Oregon, where she ran Catalyst Films (the campus film society), helped launch The Student Insurgent (a radical progressive ‘zine that’s still being published) 

Currently, she is one of the co-hosts of Podcastle

Learn more at:  demimonde.com

A/B Testing

Next week, we will feature guest blogger M. K. Hobson.  She has graciously agreed to share her wisdom on the use of QR codes to measure the effectiveness of your marketing collateral.  Her posts mention two topics that we haven't previously defined: ROI and A/B Testing.

We provided a quick intro to ROI in our Friday, May 25, 2012 post.  This post will cover A/B Testing.

A/B Testing, also called bucket testing or split testing, was originally used to test the effectiveness of print copy (messaging) used in ads and promotions.  The premise is simple, but can become quite complex when executed.  Basically, you produce two pieces for the same promotion.  Piece #1 can be your control (or standard) and Piece #2 would include ONE change that differentiates it from the first piece.  This change can be the:

• color scheme
• copy ('the drawing for the prize is every Wednesday' vs. 'weekly drawings for prizes')
• more or less text
• images
• content layout

The overall goal is to determine which version of the promotional piece is more likely to generate the desired outcome.  This outcome may be: website hits, sales, page views, downloads, etc.

When professional 'marketeers' <like 'musketeers', but not>  use A/B Testing, they make sure to use the two pieces during the same time frame.  They also monitor the outcomes for an extended period of time (perhaps a few months to a year) and they distribute the studied pieces to a sizable audience.

Ok, A/B Testing is most definitely an advanced marketing topic for most of our readership.  However, this method more than proves that all of the marketing around you has been orchestrated and vetted to get you to buy MORE STUFF.  There's a reason why that Kit Kat wrapper is red - the color red catches your eye at the checkout stand and the image is designed to promote hunger....see what we mean? <Insert sinister organ music here.>

In all seriousness, we know that your marketing budgets are limited.  Therefore, we want you to be able to get the most mileage out of the money you spend!  You don't have to do your own A/B Testing.  But you can learn from the folks who have used this design methodology and model your promotions, website, and other marketing collateral on successful campaigns.

 Learn from the best for FREE!

For more information on A/B Testing, check out the content on the link below....pretty interesting stuff!

http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/

Morgan says: One of my HUGE take-aways from this blog post:

• "“You Should Follow Me on Twitter Here” (Dustin Curtis)
  This much-hyped split-test involved testing multiple versions of a call to action for Twitter followers. Dustin found that “You should follow me on Twitter here” worked 173% better than his control text, “I’m on Twitter.”"

Who'd a thunk it?

Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we feel are needed for us to share but we would love to target our answers to specific questions.