You amaze me every day with your vast knowledge and generous spot-on advice of my favorite world and industry. The student has soared long past the master, and I’m mighty proud and impressed. Lucky clients! Super proud ex-moss. (Mom/boss)
I really appreciate all the time you take to give us this BTS look at what goes into getting a book on a shelf. Something I think is interesting is the idea that we are probably not seeing the best writing because I would posit the very best writers are terrible at selling themselves. Online anyway. In the 70s, my mom would look forward to the Pen Women conference every year to network and to give Judy Blume whatever my yearly letter was. Daily bragging about ‘getting your brand bag’ on social media isn’t the same thing. At least not for this 57 year-old. The Easter egg takeaway is that someone is named Maybelline which is cool as hell, the phrase ‘marketing and publicity’ isn’t very sparkly and I start dissociating. Kim should have packed her suitcase full of books for that event. Grubstack is a terrible social club. I hope somebody gives Emily Nunn her Chrissy Teigen for mature ladies book deal because she has the goods. Just a ramble of a comment really but I did want you to know that people are reading.
Omg Marisa, you’re my hero! Thank you for reading, commenting, and confirming that not every single reader’s eyes glaze over the button notes I add in the newsletter. I hope I made marketing and publicity at least a little sparkly and entertaining!
Maybs is my daughter!
Yay for hand delivering notes to Judy Blume—epic. And I’m all about book deals for the post menopausal club.
Another wonderfully informative, epic way to start a Tuesday. Thank you Sally. I'm going to get a copy of We the Pizza — congratulations to all! everything about it looks brilliant, and yes, it's a fantastic cover. I love the food as social justice angle.
About marketing and publicity, I feel like authors have to accept that they'll be responsible for the M&P they mapped out in their proposals. So often, the M&P individuals or teams who are at the publisher when your proposal is accepted are no longer there when your book comes out two years later. So no one will be as invested as you. It's exhausting, for sure, but it's even more exhausting to have expectations and then be disappointed. Sometimes they do come through, especially with sending out review copies, electronic outreach, etc., so that will be the icing on the cake of whatever the author does themselves.
You’re so right, the people an authors meets in those early calls before signing are not always there by the time their book comes out. The more authors are prepared to do for themselves, the better. And it should already be in play because the author will be promoting and marketing their work for years before the deal.
Also I can’t wait to hear what you think of the vegan sauce. And the mission of course is amazing. Thanks for reading and commenting Nava!
This is the first newsletter I've received since subscribing and as an aspiring cookbook author, that is overwhelmed with the idea of creating, momming, and selling myself all at the same time, I am grateful for the time you are putting in to get advice to us no names! I heard your interview on Everything Cookbooks and absolutely loved every minute of the conversation, which led me here❤️
Oh I’m so glad you’re here! Honestly, it is overwhelming. It’s also good practice for the writing and promoting the book. My advice is to start small, one thing at a time. That’s all we can do. Have you seen the proposal guidelines? That’s a helpful blueprint for getting started. And in terms of juggling it all while momming, I feeeel ya. Some days it’s a big win if I made it to loading the dishwasher and packing lunch. You’ve got this!
That checklist is everything! What a helpful resource! And I don’t think it was chance that you sat next to that author on the train. They needed to hear what you had to say - what a wonderful serendipity.
Yea I think the universe was bringing two people together. I truly feel like we forged a friendship and have already been keeping in touch. I am so grateful!
I do have a question about M&P as it relates to a brick-and-mortar space versus a book. I feel like the basic principles are the same but are there any MAJOR deviations? Where do you see UGC or customer testimonials or reviews fitting into the marketing-publicity spectrum? Thanks for your insights!
I think that for any big project, having promotional groundwork in place is important. For a brick and mortar though I’d guess some of the markers for success are different and I’d reverse engineer how to achieve those goals through M&P. Maybe this looks like a hyper focus on regional media, or doing a grand opening that has select people in attendance. Hope this helps!
The lack of transparency around the marketing spend on the publisher side is really tough — especially for authors (cough cough) who have marketing and PR expertise of their own. Transparency is a type of team work! I appreciate the insight that it’s potentially not sustainable to provide that reporting to every single author, though. I hadn’t thought of that. (Of course my type-A work brain is already thinking of ways to make such transparency less of a lift!)
Yea I mean I don’t think that’s the number one reason why it’s often not shared but it’s certainly a factor. I could go on and on about the antiquated lack of transparency…
Brilliant tips here thank you, Sally, and great plain-speaking advice for authors. My experience in the UK is that very few cookbook writers are in a place where marketing support is on the agenda, let alone ad spend. Which makes your platform-building tips all the more important and useful.
Thanks for the great info. There is an asterisk on the bullet point that begins with “Identify 3-5 key selling points.” What does the asterisk refer to?
I do have a question about the current value of Amazon reviews. Five years ago, when my cookbook came out, we put a lot of effort into getting good, honest reviews with pictures! from friends and family. Still current advice? I am surprised that books with good PR campaigns have 3 reviews a month after lunch.
Funny you should ask about reviews as this is an upcoming newsletter topic! I think they can be helpful for discoverability and it’s such a great “ask” of your community to engage with them even years later. It’s so hard to get buyers to leave reviews unless this is already part of their consumer behavior. The average reader or book buyer doesn’t understand how important they are.
You amaze me every day with your vast knowledge and generous spot-on advice of my favorite world and industry. The student has soared long past the master, and I’m mighty proud and impressed. Lucky clients! Super proud ex-moss. (Mom/boss)
Thank you for your love, mentorship, and endless support. ❤️❤️❤️
You mom’s comment! ❤️
I know, I cant even. She’s too much and I am here for it!!! ❤️
This thread made my day! <3<3
Really lovely ☺️
I really appreciate all the time you take to give us this BTS look at what goes into getting a book on a shelf. Something I think is interesting is the idea that we are probably not seeing the best writing because I would posit the very best writers are terrible at selling themselves. Online anyway. In the 70s, my mom would look forward to the Pen Women conference every year to network and to give Judy Blume whatever my yearly letter was. Daily bragging about ‘getting your brand bag’ on social media isn’t the same thing. At least not for this 57 year-old. The Easter egg takeaway is that someone is named Maybelline which is cool as hell, the phrase ‘marketing and publicity’ isn’t very sparkly and I start dissociating. Kim should have packed her suitcase full of books for that event. Grubstack is a terrible social club. I hope somebody gives Emily Nunn her Chrissy Teigen for mature ladies book deal because she has the goods. Just a ramble of a comment really but I did want you to know that people are reading.
Omg Marisa, you’re my hero! Thank you for reading, commenting, and confirming that not every single reader’s eyes glaze over the button notes I add in the newsletter. I hope I made marketing and publicity at least a little sparkly and entertaining!
Maybs is my daughter!
Yay for hand delivering notes to Judy Blume—epic. And I’m all about book deals for the post menopausal club.
Thank you for being here!
Another wonderfully informative, epic way to start a Tuesday. Thank you Sally. I'm going to get a copy of We the Pizza — congratulations to all! everything about it looks brilliant, and yes, it's a fantastic cover. I love the food as social justice angle.
About marketing and publicity, I feel like authors have to accept that they'll be responsible for the M&P they mapped out in their proposals. So often, the M&P individuals or teams who are at the publisher when your proposal is accepted are no longer there when your book comes out two years later. So no one will be as invested as you. It's exhausting, for sure, but it's even more exhausting to have expectations and then be disappointed. Sometimes they do come through, especially with sending out review copies, electronic outreach, etc., so that will be the icing on the cake of whatever the author does themselves.
You’re so right, the people an authors meets in those early calls before signing are not always there by the time their book comes out. The more authors are prepared to do for themselves, the better. And it should already be in play because the author will be promoting and marketing their work for years before the deal.
Also I can’t wait to hear what you think of the vegan sauce. And the mission of course is amazing. Thanks for reading and commenting Nava!
This is the first newsletter I've received since subscribing and as an aspiring cookbook author, that is overwhelmed with the idea of creating, momming, and selling myself all at the same time, I am grateful for the time you are putting in to get advice to us no names! I heard your interview on Everything Cookbooks and absolutely loved every minute of the conversation, which led me here❤️
Oh I’m so glad you’re here! Honestly, it is overwhelming. It’s also good practice for the writing and promoting the book. My advice is to start small, one thing at a time. That’s all we can do. Have you seen the proposal guidelines? That’s a helpful blueprint for getting started. And in terms of juggling it all while momming, I feeeel ya. Some days it’s a big win if I made it to loading the dishwasher and packing lunch. You’ve got this!
The proposal guidelines are on my list and thank you 😊
That checklist is everything! What a helpful resource! And I don’t think it was chance that you sat next to that author on the train. They needed to hear what you had to say - what a wonderful serendipity.
Yea I think the universe was bringing two people together. I truly feel like we forged a friendship and have already been keeping in touch. I am so grateful!
Ok I LOVE that halloumi shirt 😍
I do have a question about M&P as it relates to a brick-and-mortar space versus a book. I feel like the basic principles are the same but are there any MAJOR deviations? Where do you see UGC or customer testimonials or reviews fitting into the marketing-publicity spectrum? Thanks for your insights!
You mean about the marketing and promotion of a location versus a book?
Yes! Such as a new opening of a restaurant, or even ongoing M&P of an already open place.
I think that for any big project, having promotional groundwork in place is important. For a brick and mortar though I’d guess some of the markers for success are different and I’d reverse engineer how to achieve those goals through M&P. Maybe this looks like a hyper focus on regional media, or doing a grand opening that has select people in attendance. Hope this helps!
The lack of transparency around the marketing spend on the publisher side is really tough — especially for authors (cough cough) who have marketing and PR expertise of their own. Transparency is a type of team work! I appreciate the insight that it’s potentially not sustainable to provide that reporting to every single author, though. I hadn’t thought of that. (Of course my type-A work brain is already thinking of ways to make such transparency less of a lift!)
Yea I mean I don’t think that’s the number one reason why it’s often not shared but it’s certainly a factor. I could go on and on about the antiquated lack of transparency…
What a lucky train ride for that author! I really enjoy reading your newsletters. Great advice and storytelling ✅️ Thanks, Sally! 🫶
Thank you so much Alex!!!
Right?? I hope they remember to send you the book and get you on the invite list for the launch party!
Seriously! 🫶 VIP list!
The timing of this newsletter couldn't have been better on a personal level! A great read to start a Tuesday.
Fabulous!!
I love this Sally. And sending you healing hugs.
Thank you! Thanks for reading!!
Brilliant tips here thank you, Sally, and great plain-speaking advice for authors. My experience in the UK is that very few cookbook writers are in a place where marketing support is on the agenda, let alone ad spend. Which makes your platform-building tips all the more important and useful.
Your ability (super power?) to make the overwhelming details less daunting and actually inspirational is mind-boggling!
That’s one of the nicest things you could say, thank you so much!
Thanks for the great info. There is an asterisk on the bullet point that begins with “Identify 3-5 key selling points.” What does the asterisk refer to?
You're a super reader! It was just a typo, thank you!!
I used to be a copy editor. I guess it shows. 😀
I’m so grateful!!
This was hugely informative Sally and thank you once again for sharing all your knowledge and insights with us so generously!
You’re so very welcome!!!
Wow, thank you, Sally! You’ve really given me a lot to think about.
I’ll be revising my cookbook proposal to include a proper marketing and publicity plan so I’m well-prepared to discuss it during the interviews.
That’s awesome, im so glad this is helpful !!
Your checklist needs to be a poster! So good.
I do have a question about the current value of Amazon reviews. Five years ago, when my cookbook came out, we put a lot of effort into getting good, honest reviews with pictures! from friends and family. Still current advice? I am surprised that books with good PR campaigns have 3 reviews a month after lunch.
Thank you!!
Funny you should ask about reviews as this is an upcoming newsletter topic! I think they can be helpful for discoverability and it’s such a great “ask” of your community to engage with them even years later. It’s so hard to get buyers to leave reviews unless this is already part of their consumer behavior. The average reader or book buyer doesn’t understand how important they are.