Author: Jackie Karneth

What are pre-orders and why are they important?

Pre-orders are early purchases of your book that will be fulfilled on publication day. 

Historically, pre-orders have been viewed as a predictor of a book’s success by retailers. If your book is making waves before publication day, booksellers may increase their initial orders and provide your book with more exposure, which, in turn, may increase your odds of hitting bestseller lists. 

This is in part why marketing campaigns typically kick off months before publication day—because early buzz for a book can help alter its trajectory for the better!

How do pre-orders affect release day sales–and bestseller lists?

As it stands, the relationship between pre-orders and bestseller lists is far from linear. 

Pre-orders through booksellers and traditional retailers can often increase your chances of hitting a bestseller list, as these numbers count toward your first week’s sales. 

However, on Amazon, pre-orders are recorded the day of purchase, rather than on release day. So, any pre-orders you receive here will not count toward your ranking on publication day.

So, do Amazon pre-orders not count?

In terms of bestseller lists, pretty much, since lists from the New York Times and USA Today are usually based on your sales rankings for the first week of publication. 

However, you will still be paid for these pre-orders, of course, and they will still count toward Amazon’s internal rankings.

This is why some “Hot New Releases” you see on Amazon haven’t actually been released at all. If a book receives enough pre-orders to climb Amazon’s rankings, it can be named a Hot New Release, even before pub day.

What’s the best Amazon pre-order strategy for me?

For established authors, pre-order campaigns are usually a given. However, for debut authors, it may take a bit more thought to determine which strategy is best for you. 

Readers love the instant gratification of receiving a book right away. Amazon knows this, which is why they offer 2-day shipping and instant Kindle delivery for book buyers. This desire for instant gratification is also what makes pre-order campaigns difficult—for any author, but especially for debut authors.

New authors are faced with the unique challenge of getting readers to commit to purchasing a book by an author they’re unfamiliar with, and then waiting, weeks or even months, for that book to arrive. 

For a series author with a dedicated fanbase, however, pre-orders are more likely to come in, especially if the earlier books in the series have been well advertised and are selling well. When readers are hooked on your storytelling, they’ll be all the more eager to order ahead.

If you’re on the fence about setting up a pre-order, remember: since your book gets a sales ranking as soon as your pre-order starts on Amazon, pre-orders can actually weaken your sales charts for publication week on the platform. This, in turn, can reduce the amount of exposure Amazon is willing to give to your book at that time. Their algorithm has been shown to primarily help books that are already selling well by featuring those titles in bestseller rankings, also-boughts on other book pages, and in marketing emails.

For this reason, many debut authors choose to run a short Amazon pre-order campaign or skip it altogether.

How long should my Amazon pre-order last?

Many authors set their pre-order for somewhere between 90 days and two weeks before publication day. To determine what’s best for you, consider your marketing plan: how many weeks will you be doing outreach on social media, to your email list, and through advertising? You can tailor the lifespan of your listing to match you or your publicist’s efforts.

What about early reviews?

Amazon doesn’t allow reviews pre-publication day, which, like most things, can be a positive or a negative aspect of the site, depending on your vantage point. If you’re worried about how your latest book might be received—perhaps you took a risk and ventured into a genre your fan base isn’t used to seeing from you—then pre-orders can actually be to your advantage, because you won’t have a fast reader leaving a negative review and deterring others from buying a copy and coming to their own conclusion.

Recap: To pre-order or not to pre-order?

Although every author will have a unique strategy that works for them, here are some quick tips to help with your decision:

• On non-Amazon sites, pre-orders are always a good idea, as they’ll count toward your first week’s sales, and set you up for success in myriad ways.
• On Amazon, pre-orders are typically a good idea for series authors and authors with strong, established fanbases.
• For debut authors, pre-orders can be worthwhile as long as you’re running them in conjunction with a predetermined marketing strategy, with a timeline and objectives in place.
• If your goal is to sell as many copies as possible in a short few days in order to appease bestseller lists and the Amazon algorithm, consider skipping or shortening a pre-order campaign.

A pre-order strategy, while important, shouldn’t cause you tremendous stress. You can always chat with other authors and learn from their experiences, and be sure to monitor how your strategy performs so you can tweak it for your next release if needed. Trial and error is often the name of the game, so the more observant and curious you can be, the better!

Happy selling!

Describe yourself in three words. I’m sure you’ve been faced with this dreaded, near-impossible task at some point. The longer you consider your options, the farther you seem to be from your goal. How can anyone distill their identity, with its many layers, into only three words?

As an author, you’re about to face a similarly head-scratching challenge: creating a 1-2 sentence elevator pitch for your book. Packaging the plot, emotional interest and core selling points of your work into such a small container may feel daunting, but with a systematic approach it can be simple and pain-free. And, as you navigate through the various stages of your book’s life, you’ll quickly find this pitch to be one of your most valuable assets!

What is an elevator pitch?

Also called a logline, an elevator pitch is a brief description of a book that serves as a plot summary and presents a sales hook. Traditionally, this logline will be no longer than two sentences, so concision is key. 

Your goal with your elevator pitch is to grab your audience’s attention–whether they are an agent, publisher, bookseller, librarian or general reader–and get them excited about your book. That said, your pitch can’t be full of empty promises. It has to accurately describe your plot, match the tone of the book, and reflect what makes your work compelling and unique. 

How do I write an elevator pitch?

A good logline will use original, descriptive words and will address the following questions in a clear and concise way:

• What is the setting?
• Who is the protagonist?
• What does the protagonist want? What is their central motivation or goal?
• What is at stake for the protagonist?
• Who (or what) is the antagonist, and how do they relate to the protagonist?
• What will the protagonist actually do in the story? What action will they take?

25-Word Example (based on André Aciman’s “Call Me By Your Name”):

• Italy in the 1980s: 17-year-old Elio falls passionately in love with an American man. The six weeks they spend together, though fleeting, change him forever.
• What is the setting? Italy in the 1980s
• Who is the protagonist? 17-year-old Elio
• What does the protagonist want? To find love
• What is at stake for the protagonist? Heartbreak (implied)
• Who (or what) is the antagonist? The fleeting six-week time limit that restricts their romance; a society that doesn’t understand love between two men (implied)
• What will the protagonist actually do in the story? He pursues a life-changing romance with an American man

50-Word Example (based on Mason Deaver’s “I Wish You All the Best”):

• When 18-year-old Ben comes out to their parents as nonbinary, they’re kicked out of the house and forced to switch schools. Dealing with heightened anxiety, they’re torn between their desire for anonymity and their growing attraction to charming student Nathan, whose friendship helps Ben believe a happier life is possible.
• What is the setting? High school
• Who is the protagonist? 18-year-old Ben
• What does the protagonist want? A happier life
• What is at stake for the protagonist? They risk losing the safety net of their anonymity 
• Who (or what) is the antagonist? Their parents who kicked them out; their heightened anxiety
• What will the protagonist actually do in the story? What action will they take? They attend a new school, and they fall into a promising new friendship with Nathan

75-Word Example (based on Lisa See’s “Shanghai Girls”):

• In Shanghai in the late 1930s, 21-year old Pearl and her younger sister May have their glamorous lives upended after they learn they’ve been sold as brides to suitors from California. As bombs drop suddenly on their beloved city, traveling to the United States may be the fresh start they need; but living with these strange men in an unwelcoming country puts their bond as sisters and best friends to the ultimate test. 
• What is the setting? Shanghai in the late 1930s
• Who are the protagonists? 21-year old Pearl and her younger sister May
• What do the protagonists want? A fresh start; safety from the bombs that fall on Shanghai
• What is at stake for the protagonists? Their bond as sisters and best friends
• Who (or what) is the antagonist? The war that’s destroying their city, the unknown suitors they marry, and the unwelcoming Americans they encounter
• What will the protagonists do in the story? Marry suitors, and move from Shanghai to the United States to escape the threat of war

What should I avoid doing when writing an elevator pitch?

Avoid major spoilers

You’ll want to share enough information in your logline to pique the reader’s interest, but not so much that they know every major plot detail. You should leave the reader wanting to know more. 

Avoid buzzwords, cliché phrases, and vague language

Words that are overused in book marketing lose their impact and become vague over time. They can also detract from what makes your book unique. Instead, opt for original adjectives and precise language whenever possible.

Avoid focusing too much on themes

When asked “what is your book about?” it may be tempting to reply with the book’s core themes or philosophical talking points. “It’s about liminality; second chances; the risks we take for the ones we love; the power of storytelling.” You get the idea. While important to the story, without an explanation of plot to contextualize them, these themes can end up feeling lifeless.

Avoid excessive name-dropping

Unless the protagonist is famous and the sales hook relies on their name-recognition, cutting out character names can save you lots of precious space. 

Avoid “meanwhile” statements 

Focus on one major conflict whenever possible. Mentioning too many subplots in your elevator pitch can be confusing for the reader and may detract from your primary selling points.

How should I use my pitch when it’s ready to go? 

Your elevator pitch may be one of your single greatest assets as an author. It can:

• Help you get connected with an agent
• Help you or your agent find the right publisher
• Help you or your sales team pitch to buyers
• Help you grab the attention of booksellers and librarians
• Be adapted into a book blurb to hook readers
• Be adapted into social media posts to promote your book

Is it okay to have more than one elevator pitch?

Absolutely! It can be useful to have a few options to choose from. So if you can’t decide on just one logline, don’t stress. As an exercise in building your repertoire, consider creating different loglines based on length– one at 25 words, one at 50 words and one at 75. Then, mix and match, or select your favorite from the bunch.

When writing an elevator pitch, try not to think about all of the exciting details you’re leaving out. You’ll inevitably have to keep much of your novel’s plot hidden from view, but that’s a good thing! Those will be the surprises that shock and delight your reader down the road. 

Instead, think of what you can include in your pitch by addressing the list of questions above. Focus on what makes your book stand out from the crowd. Keep your pitch fresh, compelling and concise, and you’ll be all set!

How To: Cover Reveals

We know how precious book covers are for authors and readers alike. For authors, it’s a visual representation of all your hard work and an important milestone in your publication journey. And for readers, it’s a window into the soul of your book. Especially in the age of BookTok and Bookstagram, first impressions matter!

One way to take advantage of a beautiful cover is through a cover reveal. These scheduled unveilings help build excitement for upcoming releases and may help increase pre-orders as well!

While cover reveals are most popular for middle grade, YA, romance, mystery and sci-fi/fantasy books, there are no rules for who can and cannot have one. If you’re proud of your book cover and want to show it off in a memorable way, go ahead!

Keep reading for our tips on how to put together a successful cover reveal.

The timeline

Cover reveals are traditionally held about 6 months in advance of publication day; however, this is just a loose guideline. In general, reveals can be held any time after the cover art is finalized but before it’s been posted online.

If you’re thinking about setting up a cover reveal, check in with your publisher first and ask what they have planned. These days, it’s fairly rare for a publisher to coordinate cover reveals, but it’s worth checking, just in case.

If they don’t have any plans, take matters into your own hands! Start out by choosing a date for the unveiling. Ideally, this would be about 2-4 weeks in the future, so you have plenty of time to tease it on social media beforehand.

DIY hosting

There are two main strategies for running cover reveals. The first is to self-host, and the second is to call on an influencer, blogger or your street team and have them host your reveal for you. (Wondering what a “street team” is? Check out our previous post on street teams here.)

If you choose to self-host, you should alert your publisher and publicity team of your plans, and make sure anyone else who has access to the cover image knows to keep the file a secret until cover reveal day!

Then, simply tease the upcoming cover reveal on your social media for a week or so to build hype. Tell your followers that something exciting is on the way, and remind readers to check your social media pages on the planned day.

A little help from your friends

If you’d rather have your cover reveal hosted by an influencer, blogger, or street team, then you’ll have to prepare for a bit more work. You’ll need to wrangle a willing participant (or several) with a schedule that will allow them to post within your preferred time frame.

(Wondering what a blogger/influencer cover reveal looks like? Check out these examples from Dru’s Book Musings and @readtotheend)

Some influencers may want to be the exclusive host for a cover reveal, whereas others may not mind being part of a larger push where several outlets share the cover at the same time. Be upfront with your contact about your plans, and make sure they are fully onboard.

Additionally, to make your cover reveal stand out from the crowd, you can offer to give away an excerpt of the book or send some swag to the influencers’ followers.

If you’re not keen on reaching out to influencers, you can also call on your street team to help you out with your cover reveal. Try creating a sign-up sheet for team members to let you know their availability to post, what accounts they can share a reveal on, and how many followers they have.

We often recommend self-hosting because it’s easier to get exactly what you want, and requires less coordination. That said, having influencers or your street team help you out can connect your cover with a much wider audience than you could reach on your own. If you’re willing to put in the extra effort, it might all be worth it in the end!

The big reveal

When unveiling the image on your social media accounts, be sure to include links to pre-order if available, and thank the artists who worked hard on your cover! If your pre-order links aren’t live yet, you can link back to your website and encourage traffic in that direction instead. You can also share fun “behind-the-scenes” stories about how the design came to be, or share pictures of initial sketches or inspiration.

After the cover reveal post goes live, you’ll need to update the cover in all the relevant places: Goodreads, your author website, and your Facebook / Twitter headers. You can also create a “pinned tweet” on Twitter so your reveal remains at the top of your feed for several weeks, which is a good way to keep it visible until your next piece of important book news!

Cover reveals may not be for every author, but if you’re fairly social-media savvy, a cover reveal can be a memorable way to celebrate all you’ve accomplished so far while building excitement for your upcoming book release. Ultimately, your network of readers, friends and followers want to share these exciting milestones with you, so don’t be afraid to put yourself out there!

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Hyperlinks used:
https://booksforward.com/street-team-promoting-your-book-books-forward/
https://drusbookmusing.com/2022/04/17/cover-reveal-deadly-intent/
https://www.instagram.com/p/COaws1ELOGp/

If you’re marketing your own book, you may be focused on getting reviews, booking events, and building a social media following. But have you considered entering literary contests as well? In addition to providing credibility for you and your book, winning a contest can also score you a monetary prize or an opportunity to network with other authors and book industry professionals.

And, because of the wide range of literary awards available, there’s a good match for nearly every book!

Keep reading for tips on how to build an award strategy that works for you, and how to make the most of publicity surrounding a win.

How to be strategic when applying for awards

Make note of your budget.

While many awards are free to submit to, some do charge an entry fee, typically around $75. Determining in advance how much money you’re willing to spend on awards will help you narrow your options later on.

Do your research.

First, look for contests that have a solid reputation and line up with your unique audience and genre. When you’ve found a contest that seems like a match, dig a little deeper. Search what books have won in your category in the past. Do they seem on par with your book? Look up the judges for your category. What’s their realm of expertise? Do their interests overlap with your book’s themes?

As a general rule, always keep your eyes open for possible scams. Some awards don’t have authors’ best interests in mind. If you have a hard time finding basic information about the award’s history, judges and guidelines, that’s a big red flag. Similarly, if the entry fee is high while the prize pot is low, that may be cause for concern.

Think outside the box.

Does your book have unique cover art or interior design elements? There’s an award for that. Have an audiobook? There’s an award for that, too.

You should also look for awards that are specific to authors in your city, state or region. Local awards receive fewer entries than national awards, which will give you a better chance of taking home the gold!

Pay attention to guidelines.

Since guidelines tend to vary greatly from contest to contest, it’s crucial that you read the fine print. I know, I know. That can be tedious. But most awards won’t offer a refund for an incomplete or incorrect submission, so do it for your wallet’s sake.

A few things to make note of when scanning guidelines:

• Can a submission come directly from an author? Or solely a publisher/publicist?
• Does the contest accept ebook or physical mailings? Or both?
• If physical copies are required, how many are needed? And, will you need to include any printed materials in the package as well (e.g., receipt, copy of entry form)?
• Are you able to submit the same book in multiple categories? If so, is an extra fee or book mailing required?
• Are ARC submissions allowed? Or will they only accept final copies?
• How long is the submission period and when is the deadline?
• Are you eligible for more than one year? Some awards have a 2+ year eligibility period. So if you happen to miss the deadline for your publication year, check to see if you’ll be eligible for the following year as well.

What should I do after an award win?

If there’s an in-person award ceremony, try to attend! These events are a great way to network with other authors and book industry professionals.

I would also recommend you:

• Add any wins that you get to your website, email signature, and Amazon book listing
• Share an announcement on social media and congratulate other winners/finalists
• Order award stickers for the cover of your book (if available)
• Update your resume for potential events and speaking gigs to reflect your accolades
• Celebrate being an award-winning author!

Not sure where to start?

As you know, awards offer credibility, and solidifying your position as an award-winning author can benefit you for years to come!

If you aren’t sure where to begin, here are a few excellent literary contests for indie authors. Best of luck!

Foreword INDIES
https://www.forewordreviews.com/awards/

Kirkus Prize
https://www.kirkusreviews.com/

Next Generation Indie Book Awards
https://indiebookawards.com/

IndieReader Discovery Awards
https://indiereader.com/the-discovery-awards/

BookLife Prize (from Publishers Weekly)
https://booklife.com/about-us/the-booklife-prize.html

Independent Publisher Book Awards (The IPPYs)
https://www.ippyawards.com/

IBPA’s Ben Franklin Awards
https://www.ibpabenjaminfranklinaward.com/

Today, we’re back again to discuss everyone’s favorite tool for author branding: guest articles! While each individual publication or blog will have its own set of rules you’ll need to follow, these general guidelines are designed to help you get started.

Side note: if you’re wondering what exactly guest articles are and why they’re worth your time, check out my previous article here. Then, return back to this page and read up on these specific writing tips.

Exclusivity matters

Most outlets want first-publication rights for an article — they’re looking for content that was written exclusively for them. This means that the article you submit should not have previously appeared anywhere else, in print or online. Once it’s published, you’re free to link to it on your website and social media pages.

Tailor Your Topic

Before you begin writing, brainstorm topic ideas that both fit within your realm of expertise and meet the expectations and interests of the publication you’ll be pitching.

Ask yourself: Who is going to read this article, and what are they interested in? What is a timely, relevant topic that I can write about? What qualifications do I have that make me an authority on this topic? What makes my perspective unique, something that no one else seems to be saying right now?

If your topic is unique, timely and tailored to both your expertise and the reader’s interests, then you’ve hit the jackpot.

Self-promotion is not always your friend

This is incredibly important. While it’s our job at Books Forward to promote you and your book, it’s not the job of an editor. Their job is to provide meaningful content to their readers. Guest articles and op-eds are meant to position you as an expert, give your name exposure and cement your brand. If an editor feels like you’re blatantly selling a product, it will likely turn them off.

That said, book bloggers are a different breed. They may not mind helping you promote your book via a guest article, because their audience is primarily interested in learning about authors and the books they write. They want to hear about a character’s development, the setting, your insights into your chosen genre, your experience as a writer and how this book came to be.

Keep and eye on word count

Most media outlets and blogs will provide a word count, so try your best to stick to it. Editors and bloggers know their readers better than anyone else, so that’s why they provide specific word count guidelines. If they don’t specify how long your article should be, take a look at other guest articles they’ve published in the past.

Cut the jargon

Write as if you’re having a conversation with someone. Write in terms that readers will understand and identify with. If the subject you’re writing on is complicated, give examples or explain the concept in detail. If people can’t interpret what they’re reading, they’ll move on without a second thought.

Craft a catchy but informative headline

The editor may or may not use what you suggest depending on their needs — SEO, anyone? — but it makes their lives easier if you give them a title to start with.

Tips and lists

People love “quick hit” information that they can apply to their own lives. If you can, provide some tips related to your topic or an easy-to-read bulleted list of takeaways.

Back up your claims

If there are statistics, case studies or real life examples that support your opinions, consider including them in your article. It will lend you credibility and readers will be more likely to trust what you have to say.

Provide links

If you’re referring to a specific news article, organization or anything that has a website associated with it, provide a link. This helps with website hits and can get more eyes on your piece!

Include a bio

Write a 2-3 sentence third-person bio to plug into the bottom of your article. This should at least include your name, expertise, your book title with the publication date, where you live and your website. If you’re sending along a headshot, make sure to include photo credits as well.

Prepare to make changes

If the editor or blogger looks over your article and asks you to make edits, be flexible and accommodating to their requests. It’s great news that they want to work with you on your piece! Let them know that you’re willing to meet them in the middle in order to provide the best article for their readership.

Show some love

After your piece is published, be sure to share it with your readers! This not only shows the publication or blog that you appreciate them for hosting your article but also helps your article get more attention.

With these tips in mind, you’re on your way to creating impactful guest articles. Double check that your article draft complies with the specifications outlined by the individual publication or blog you plan on pitching, and you’ll be all set!