Cheryl Kaye Tardif, the author of The River, Divine Intervention and the Amazon bestseller Whale Song in this blog post, writes about the virtual book tour.

Lots of cool ideas there:

Virtual book tours (also known as virtual author tours, guest blogging, blog tours, or VBTs are a simple concept. The author "tours" various blogs and sites that pertain to a theme in the book or to writing in general. This way, you can potentially reach thousands of avid readers each tour day from the privacy of your office or home. The goal of marketing your book is to expose it to as many people as possible in an exciting, cost-effective and entertaining way. Guest blogging can achieve that goal. Most blogs are archived, so your post becomes permanent and often viral, spreading from site to site. That is leverage. You are in essence leveragingyour internet presence and duplicating yourself with every VBT stop. Your blog tour is working for you even while you sleep. Try doing that at a bookstore signing!

Among her peers, Cheryl Kaye Tardif is known for her perseverance and tireless dedication in book promotion. In August 2007, she was the first Kunati Books author to hold a virtual book tour with 35 stops. In September 2007, Cheryl will be speaking about book marketing strategies at the 8th Annual "Express Yourself..." Authors' Conference in Valley Forge, Pennsylvania. Over the years, she has appeared on television and radio, and in newspapers and magazines across Canada and the US.

You can access the Dark Phantom Review here.

Want to increase book sales dramatically? Then shift your book sales focus from attracting new readers to enticing your proven readers to purchase again. The best new title prospect is a prospect that's already converted-in other words, one of your current readers.

Think of it this way; if your small press is located in a small town with a population of 1,000 people and you sell a book to everyone in that town, man, woman, and child, you've sold 1,000 books-and saturated your market. Your book selling days are over. Is it time to pack up and move on?

No! If you start focusing your book marketing efforts on your proven readers, you'll be able to increase your book book sales dramatically. And these sure ways to increase book sales will help build reader loyalty, too.

1. Give your readers the inside scoop.

Recently I was shopping at a bookstore. I had picked out a title and was mulling over whether to purchase it or notwhen a salesperson came up to me and said, "I see you're interested in that book. We're having a sale next week and all our books will be 20 percent off. You might want to come back then." Guess what? I did - and bought two other titles as well. Lesson: if you have a promotion or sale coming up, tell your readers about it. They'll come back - and probably bring some friends with them too. (And don't forget - you can give your readers the inside scoop by emailing or calling them, too.)

2. Tier your readers.

There should be a clear and obvious difference between regular readers and other readers-a difference that your regular readers perceive as showing that you value them. How can you expect reader loyalty if all readers are treated as "someone off the street"? There are all kinds of ways that you can show your regular readers that you value them, from small things such as greeting them by name through larger benefits such as giving regulars extended credit or discounts.

3. Set up a reader rewards program.

We're all familiar with the reader rewards programs that so many large presses have in place. But there's no reason that a small small press can't have a reader rewards program, too. It can be as simple as a discount on a reader's birthday or as complex as a points system that earns various rewards such as discounts on merchandise. Done right, rewards programs can really help build reader loyalty and increase book sales.

4. Distribute free samples to readers.

Why do so many small presses include free samples (like broadsides) when you purchase something from them? Because it can increase book sales in so many ways. As the reader who bought the original book, I might read it and purchase the new title, too. Or I might pass on the broadside to someone else, who might read it, like it, and purchase that and other titles from the press. At the very least, the original reader will be thinking warm thoughts about your press, and hopefully telling other people about your products.

Attracting new readers is a good thing. But attracting new readers is not the only way to increase your book sales, and is, in fact, the hard way of going about it. Shifting your book sales focus to enticing your current readers can make increasing your book sales easier-and best of all, build the reader loyalty that results in repeat book sales.

With the advent of web social networking sites such as Facebook & MySpace, more small press publishers are taking advantage of the benefits of social networking in new ways. Social networks aren't limited to the web sphere though; remember that they're just a copy of the real-world concept of advertising, & this is the basis of many successful referral-based systems used by advertising gurus of publishers of diverse sizes & industries.

When you're working with a tight advertising budget for your small press, choosing the right initiative is more important than ever. Tapping into your own social network can bring countless benefits, & creating a constant stream of readers is easy with the right approach. Using your social network involves just a little planning & strategic control, but after the initial stage has been set, you can watch your press boom from reader interest with very little effort.

Word of mouth advertising in the publishingindustry starts with a few interested readers who are spreading the good word about your press. Whether they're raving about a great read, are especially fond of a particular title, or can't stop talking about the excellent reader service they received, these people are the anchor for your social networking plan. Socialites are the people who are always talking; they're likely to have a whole range of contacts in their communities, & this an range from local small press publishers, friends, family, & coworkers who listen to their recommendations & reviews more often than not. Popular bloggers on the web are a perfect example of this; these people have learned the power of association, & sharing their views & perspectives on something draws mass appeal. Here are just a few ways you can tap into your own social network to market your small press:

• Publish your reader testimonials. Make the best use of brochures space, advertising copy materials, & your website to feature or highlight specific people who have something positive to share about your press. You'll be making them an instant celebrity, & they're more likely to share even more stories with friends & family
• Tag your small press logo or name to your e-mail signature. Even for non-press related e-mails, adding a tagline or catchy quote can help keep your press on top of everyone's mind.
• Become an expert. Join a mailing list, discussion forum, or local blog & share your experiences as a small press owner. The more that people can put a face to the name of your press, the more likely they will be to learn more from you, & tune into your activities
• Publish a blog. Set up a company blog, & personalize it with your owner credentials. You can send invites to all family & friends, & encourage them to comment regularly about your findings.
• Host a contest. People love to compete, especially with friends, family, & neighbors. Sponsoring a contest is a great way for people to get to know you better-& your small press.

Tapping into your social network by profiling friends & family, highlighting small press-related events, & sponsoring activities are just a few ways to make the most of your advertising efforts. Social networking on the web is a natural way to build interest in press & sany-sized publisher can utilize e-mail & blogging to their full potential.

Check out my other post for more ideas here.

Born, raised and a resident in Illinois for most of her life, Valerie Connelly now lives with her husband, Michael, in Wisconsin north of Milwaukee. She divides her time between publishing, writing, teaching, painting landscapes and waterscapes, and traveling to visit her grown children.

Valerie shares her experience as a publisher:

I am a realist. As a publisher of books, this is an essential personality trait. So many of the authors I work with and for are purely dreamers that I have to be a realist. Reality has a face, and it is made of numbers ¯ mind-numbing, dream-busting numbers.

Here are some of those numbers that will boggle the mind of even the most sober realist.

At Book Expo 2007, the buzz was saying that in 2006, 280,000 titles were published in the United States alone, which meant 80, 000 more books were published in the United States than in 2005. This means that of the titles published in 2006, each title had 279,999 competitorslast year. However, only a relatively small portion of these titles actually sold books in quantities that were notable. Why? Because there were 279,999 competitors for the readership's attention, and some titles were far better promoted than others. Some had money supporting their visibility. Some had a famous name as the author. Some had a famous person as the subject of the book. Some had the power of Hollywood emblazoning their tales with films. Some were a phenomenon like we have not seen before. Of course, that phenomenon was Harry Potter. But, the fact is the vast majority of these titles sold 100 copies or less.

Now, let's project conservatively into the future. If this increase were to continue as it did just last year, adding 80,000 books to the pile of newly published books each year until 2015, by that time, each book will have 999,999 competitors, and 5,572,000 more books will have been published in the United States alone. This is simple, third-grade math.

Ms. Connelly's years as an advertising copywriter, graphic designer and print shop owner served her well as she founded Nightengale Press in July of 2003. By January of 2007 Nightengale Press has published more than 40 authors, with 57 books among them, and several more coming through the process into print every month. Nightengale Press has evolved into Nightengale Media LLC offering its authors a first class website, bookstore, marketing opportunites and more.

Read the rest of the article here.

Although your promtoional handouts should have relatively little text - your Book Fair literature should be engaging and informative. The pronotional literature you distribute at your next show will probably be the only part of your press that follows your prospective readership back to their home. Make sure that your literature is well-designed and easy to understand.

What to Include in your Literature

Every publisher is different, so be sure to tailor your literature to the particular genres and titles you offer. Your promotional literature should be consistent with the design of your Book Fair display and the overall scheme of your Book Fair booth.

Generally speaking, ever pamphlet or Book Fair giveaway that you distribute should contain the following information:

• Your Contact Information
• Your Company Name
• Your Company Logo
• Pertinent information about the genrea and titles that you wanted to highlight at your Book Fair exhibit.

Just happened across a good post that's pertinent to the small press, in regards to contracts, etc. It's from 'Miss Snark' — an unidentified blogging literary agent:

First, anyone who writes to me and says "I have a contract in hand and I need an agent" gets a call back that day. Many times I've not taken the author on, but I've looked at the contract and given a few pointers. It's the very least I can do - sort of like banking some good will to make up for some of my other less savory activities.

'Miss Snark' goes on to say:

However, you can always find an attorney versed in intellectual property to give you some advice. You need to be VERY clear that you just want a review, not a negotiation. You also want to sent some limits on time so you don't end up with a bill that's bigger than your mortgage.

She suggests this even when "no money" isinvlolved in the transaction.

Anyway, read more here.

I received this via email from Gary Michael Smith and thought that people on the site migh enjoy it. I would like to introduce a book that may be a useful resource to would-be authors on this blog.

Publishing for Small Press Runs is a pioneering book promoting quick and affordable short press run book publication using the latest digital technology for producing covers and text. This 372-page guide currently is being used as the course text for a class at the University of New Orleans. For more information, see here, Publishing for Small Press Runs.

For an AuthorViews video, see here.

Often print-on-demand (POD) looks great. You can publish one book at a time when it's ordered.

But, think again. After many years of writers coming to me saying they did not make the return on their investment going with a POD, and my research noticing the poor returns from POD, I say consider all the options.

Some Things to consider before you go with POD

1. Take notice how many other writers and books are listed on the POD webpage.  Like a store, your audience wo not go to the POD site looking for your specific book. In fact, the people who go are other writers like you. They do not want to buy your book, they visit because they think this is a simple way to be on a webpage where one can sell books. So who will buy?
2. Take notice that when you do get listed you get only a few hundred words to describe reasons people should buy your book. That's not enough to compel yourvisitor to buy your book. Without a doubt, the writers that make real cash are the ones who put up an book webpage. Talk about easy. You can make a three-page book sales letter site that when marketed, will bring only the prime prospects to it. The ones who are already your targeted market. These kind of sites cost less than $550. That's a low outlay for a big pay off.
3. POD does not mean publishing. These places are not really publishers just because they take your book and make digital copies for you. They are publishers. If they are publishers, then they are really charging too much. And, they have control of your book and can charge you 40-50% premium before you get copies of you book. If you go POD, it's much better to go with a POD publisher such as Deharts.com where you maintain full control of the book. You or your fulfillment person takes delivery of the books and distributes as you need. Your coach advises to publish only the number you can sell in three to four months. Now, you have more cash to spend on promotion, publicity, and marketing.
4. Research the POD company well. Has it been in business for years and has a solid record? If they go out of business, your book goes out too. One popular POD company may be cheap, but you cannot talk to a real person for customer service. Automatic or email service is no service. Recently, one really fine writer researched 10 of them and was totally confused. I asked him what were the prices and service promised? Over $3000 for some. He was not sure what he got for that. Many places charge little to publish, but require extra cash for editing, proofs, art work, and marketing kits.

This is my follow up to a post a few weeks ago on the importance of book fairs. 

Exhibiting at a book fair provides you one of the best ways to get in front of a lot of readers and prospective readers in a relatively short amount of time. Book Fairs provide the chance to not only fair your book, but also create that all important first impression. According to a Simmons Market Research Bureau study, 85% of respondents ranked Book Fairs as "extremely useful" as a source for book purchasing info. This was higher than any other source, including on-site visits from reps. Also, nearly half of the respondents had purchased books at the book fair.
 
At a typical regional book fair, with 1,000 attendees and 100 exhibitors, you can realistically have 300 visitors per day. Granted, you don't always have the chance to go into as much detail in your sales pitch as you would like, but it opens the door for future communications.

So for most publishers, Book Fairs are worth the effort. In fact, before you decide to drop a fair you have attended for years, think about what that might say to your current readers who expect to see you there. This doesn't mean you can't ever stop attending a fair, but just be sure you think about whom you see there and what your company's absence may lead them to believe. If necessary, send a postcard to your readership and let them know why you didn't attend that particular fair, and explain your decision to attend fair B rather than fair A.

Before you even start looking for fairs, you need to set your goals. To help you do this, there are four questions you need to ask yourself:

Why are you exhibiting?

• Are you trying to extend your relationship with existing readers? Introducing a new book? Generating qualified leads for new sales?

Who is your target demo?

• What is the message you want to convey?
• What do you want to get out of the fair?
• Do you want to bring home leads, sell your book, or create/improve/build upon your rep as a publisher?

Here are a few marketing tips to keep in mind when you're considering launching a new campaign to support that new title!

DO NOTS
Do not spend a lot on paid ads. I've yet to see it pay off. The only ads I'm paying for now is a online, and that's an inexpensive gamble.

Do not spend a lot on paid tables at conventions. Maybe it's just me, but I haven't found them to be a break-even proposition. You can argue that the exposure is good regardless, but you also can argue for spending the same time firing off materials to reviewers or potential outlets.

DOs
Do get as much free publicity as you can.

Do create a slogan or catch-phrase or theme for your titles and repeat it constantly. Keep it simple, silly.

Do hype all the unique features of your titles, whatever they may be.

Do post messages to newsgroups and mailing lists about your titles and related subjects. If your messages are interesting or informative, people will pass them along.

Do print extra copies for review purposes and send them out unstintingly. Creating word of mouth or "buzz" should be your long-term goal. Good reviews won't guarantee "buzz," but they're one key building block.

Do create a professional image with polished press releases, stationery, and other materials.

Do establish a website and refer people to it constantly. It's infinitely easier than mailing or faxing them information.

Do collect all the positive reviews you get and use them in your marketing materials and on your website. Do not neglect to gather comments from readers, even one-sentence comments. Plaster the positive comments everywhere you can.

Do try to auction your titles on eBay. Most of my auctions have been successful, and the bids often top the cover price. Even if your titles Do not sell, you're essentially posting an ad for thousands to see for $0.25 a week.

Do put out a quality titles that's worth all the trouble. Something fresh and innovative may not pay off, but you can bet the hundredth me-too product isn't going to pay off.

Bonus tips!
Build traffic on your website and thus interest in your titles. As someone once said, content is king. Do keep people coming back to your website with fresh content. In this case, people will visit to enter the contest and to see who won each month.

Do link everything on your site to everything else, as much as possible. Your goal should be to get people to stay awhile and become familiar with you. The more they browse your site, the more they'll become committed. It probably won't translate to a sale-at least not right away-but it'll make an impression. Studies show you have to expose people to your message an average of seven times before they become comfortable enough to buy.

Do consider using a tool like Google Analytics (www.goog.com/analytics) to monitor visitors to your site. This lets you see who's visiting your site, how long they stay, and where they came from. It also lets you chat with them if they're so inclined. Again, the basic service is free.

Do take advantage of the many mailing lists that exist just to announce lists, sites, and promotional freebies. Again, Yahoo probably has the biggest collection of them.

Do put your name, your titles' name, and an e-mail link on every page. People may visit a page without knowing its ultimate purpose.