Your Savvy Guide to Getting Started with Instagram
(Posted on Monday, April 11, 2022)
Not only has Instagram hit over one billion users, but it has become a bookish hub for authors and readers (they’re called #bookstagrammers). With creative visuals of your book, punchy captions, and consistent posting, you’re bound to gain loyal followers and expand your readership.
Why use Instagram to enhance your author brand?
Instagram is the place where you can show off your personality as an author. The quality of your images is just as important as the quality of your captions. Make sure to post clear and bright images that match your brand identity.
Your brand identity is what distinguishes you from others. It’s what makes you special! Although this does not have to be an official “branding” per se, it’s helpful if you have a general idea of what type of energy and aesthetic you as an author bring to the table.
Posts
All of your posts should have a similar feel. On Instagram, the pages that perform best are the pages where there is a common aesthetic throughout. If there is a certain filter, photo style, or even angle you prefer to take your pictures at, use that to your advantage to develop your brand further. Don’t include too much text in your images—leave that for the caption. Keep your visuals clean, engaging, and visually appealing. Read more here about composition, lighting, and all the elements to taking a great photo. As you are posting about your book, try posting different images and graphics so that people know this is a new post and not a repeat of an earlier one.
It can be a struggle to be consistent on Instagram without feeling repetitive. Check out what other authors are doing on their platforms to keep followers interested and see what is working and what isn’t. Here are some ideas:
- Book Cover Reveal, for example.
- Preorder and Release Date Announcements, for example.
- Book Synopsis Reveal, for example.
- Testimonial Highlights
- Giveaways
- Promotional Discounts
- Book Signings, for example.
- Media Attention, for example.
Captions
Even though Instagram is about visuals, your caption is still important. Make sure that every caption engages, entertains, or educates. You want to make sure that your caption is worthwhile to your followers and gives them something to think about or do.
In your caption, feel free to share a little bit about yourself and try to engage your audience. Is there a theme in your book you’d like to highlight? Is there something you feel that’s relatable and relevant to your audience? Share it! Followers love to feel like they know the people they follow.
Another great way to spice up your captions, especially if you are a new account trying to increase visibility, is to use hashtags! Hashtags are like search terms, so think about what you would search when looking for new books or authors and what you think people will search to find your book. Limit your posts to five relevant hashtags like #bookstagram, #MascotAuthors, #AuthorsofInstagram, #newbookrelease, #reading.
Stories
You can also use Instagram stories to engage your audience. Use hashtags, relevant locations, or tag relevant accounts in your stories. Let’s say your book is in a local bookstore—tag them in your story! There’s a chance they might share your story on their account, which will help you gain more exposure. This is not just for stories. You should also tag relevant accounts and locations in your posts.
Another way to use Instagram stories would be to host a poll or hold a Q&A. This allows people to get to know a little bit more about you. If you would like to keep your account focused on your book, you can post polls and Q&As specifically about your book and the writing process instead of about you as the author.
The final video formats to use on Instagram are Reels and IG Lives. IG Live is a live video that your followers can see what you are doing or comment with questions or thoughts. This is a great option for interactive discussions or to include people virtually at a reading or Q&A. Reels are a more curated video format. They can be very fun to experiment with during unboxings, cover reveals, or other active moments.
If this all sounds intimidating, you can share your posts to your stories or share other people’s posts to your stories. That takes some of the pressure off of you, while still giving you content.
Have we convinced you yet? If you don’t have an Instagram, it’s your time to create one. Click here to get started and follow us at @MascotBooks and @AmplifyPublish (we’ll follow you back)!
Thinking Outside of the Box—Hybrid Publishing
(Posted on Wednesday, March 23, 2022)
Anne C. Scardino shares how she got her who-done-it mystery suspense novel, A Tangled Affair, published when the traditional way failed.
I vividly remember typing the last sentence of my novel. I took a deep breath and opened my eyes wide to hold back the tears. Years of work had come to completion, but little did I know that the really hard work was yet to come—getting published.
I knew that an agent was needed and that the agent would find a publisher for my genre—mystery, suspense. I was told by my writing professor to use agentquery.com and put in my genre and then a list of agents would pop up. I was also told that it was time consuming, because you had to make certain that the agent is a good fit for your novel. Things had to be sent—summary, author bio, first ten pages, or first three chapters, whatever the agent requested, and some wanted it done in one document, or some were done on a computer program. Easy enough, I thought; I will repeat, I thought.
A few fun facts: agents receive thousands of submissions a year; agents take on average between 4-6 authors a year; agents don’t always read your work (their assistants do); agents have a slush pile (manuscripts that go unread); it takes about 45 minutes to complete each online query, which entails reading about the agent, completing the work on the computer to send, which varies with each agent, so you have to know your way around the computer. To put it simply, it’s a lot of time and work.
After sending out 110 queries (yes, I know exactly how many because I wrote the name of each one down so I could follow up if I didn’t hear back), I got two requests to send on the entire manuscript. When I got the first one, I literally walked around my apartment covering my mouth and repeating, “Oh, my God. Oh, my God…” I felt I had finally got this (this was around number 65 that was sent). I remember I had gone to New York City that day, and all I could think about was the agent reading my entire manuscript and loving it (if you don’t believe in your novel no one else will, so this isn’t a sign of being overconfident—this is your baby). As exciting as that day was, the next day was equally as disappointing, as I was thanked for sending and told it wasn’t a good fit but to keep writing.
The next rejection came at around number 88, and it gave me a glimmer of hope, but I was a bit more cautious this time about getting so excited. I would wait to see. Again, the very next day, the same thing and basically the same message. At this point, I decided to set a goal of going to a hundred and then I would have to figure out something else, but I wasn’t going to continue this process after I reached that number. I got to one hundred and then decided for good measure I would do another ten, which I did, but then my new addiction had to stop. Maybe just one more?
Reality set in, and I started to think about self-publishing at the advice of an author friend of mine who had gone the traditional agent/publisher route (it’s amazing how far some encouragement can go when you believe in the person who is encouraging you). But at the same time, a really good thing happened: I asked LinkedIn contact Marnie Schneider who published her children’s books—Football Freddie. She told me she worked with Mascot Books, a hybrid publisher, and connected me with Naren Aryal, the owner. He got right back to me, as well as Jess Cohn, an Acquisitions Director, and both read the full manuscript.
At that time, I had never heard of hybrid publishing, but soon learned that they take on the roles of both agent and publisher. Anyone can self-publish, but not everyone can hybrid publish. To hybrid publish, the publisher has to believe that they can sell books, because they profit, as well. They supply all the necessary components of staff to get you through the process to publication—editing, book design, and marketing. And, yes, you pay for this since you keep your copyright, but you also profit when your books sell.
The most difficult part of the publication process was not being able to actually see the book—to feel it, touch the pages, but you work together and go back and forth getting to the point where you are satisfied. Having been a building and design consultant of beach homes, the look of the book was very important to me. For example, I went with white pages rather than the typical ivory, at their recommendation, because I wanted my author photo to be in color. They worked with me on getting the cover photo to represent my book in the best way possible. It went through several iterations, but in the end, it was a great representation of what was inside.
So, after all of that, I waited 8-10 weeks to have the book printed, and when that day arrived and I cut open the box, I was a nervous wreck as I anxiously pulled back the cardboard and saw the books. To my relief, they looked great, felt great, and again, I had to hold back tears.
The next step was the marketing. Mascot assigns you a marketing manager, and because I am part of their new fiction imprint, Subplot, I have been able to participate in a few blog posts, so the writing continued. The manager gets your book out to online sites, e.g., Amazon, Barnes and Noble, etc., and reaches out to various other contacts for promotion, e.g., bloggers, book reviewers, local media outlets, podcasts, and retailers.
And of course, I have done some things myself in the promotion process—a podcast with an advertising contact; several book clubs, my university, a contact in Turks & Caicos, where a large part of my book takes place.
In the end, as I reflect on the process, I’m glad that I thought outside of the box and found a way to get my book published when the traditional way failed. Hybrid publishing worked for me, and maybe it can work for you. Go for it, and in the words of the two full-manuscript-reading agents, “keep writing.”
Guest Post from Glenda Winders on Developing Characters
(Posted on Tuesday, February 8, 2022)
When I was still teaching college-level writing classes, I never allowed my students to use words such as “beautiful,” “wonderful” or “interesting” that would otherwise have filled their essays. These adjectives are overused, but they are virtually meaningless. A landscape can only be called “beautiful” if people observe it together. A reader wouldn’t know whether it was a desert oasis, a snow-covered mountain or the sun seeming to disappear into the sea.
And so it is with characters. Does the “interesting” man have multiple degrees, read widely and play a musical instrument or is he a biker who raises money for disabled children or a farmer raising organic vegetables and living off the grid?
Details such as these are the keys to creating characters who sit up on the page and speak, both with regard to their physical appearances and the qualities of their personalities. Charles Dickens was the master of such memorable characters, and I would argue that Stephen King is his modern-day counterpart. I’m not a fan of horror stories, but the characters in his books have sometimes brought me to tears. The warden’s wife in The Green Mile was a minor character, but she was so well-drawn that I felt like I knew her. Margaret Mitchell did the same thing with Scarlett O’Hara’s mother. Of course she was the wife of a plantation owner who lived a lifestyle we now recognize was abhorrent, but she’s the one who comes to mind when someone mentions Gone With the Wind. I read the book in college, but I still remember her long, lemon-scented skirts rustling as she lights her way with a candle on her way through the night to help deliver a slave’s baby.
King writes about how he pulls off his can’t-put-down novels in On Writing, which I reread every time I start a new piece of fiction. I recommend it for every would-be writer, but here’s what it all boils down to — details. We notice them, we comment on them and then they sometimes disappear along with the great ideas that occurred to us while we were driving or in the shower.
Knowing that, I am never without a notebook, whether I am at home, in the car, on a plane, exploring another country or visiting my adult children. I jot down physical characteristics — a mole, a drooping eye, dreadlocks, high heels, dirty hair — and, more importantly, I make note of inner qualities. Customers who snap at airport gate agents always make it into my notes, as do parents reprimanding their children, in good ways and bad. Overheard conversations are also a way into knowing who a character is. Is the speaker gossipy and negative, shrill or compassionate?
In Sainted in Error, I say everything I need to about a family observed in a restaurant when the mom tries to tidy up her son’s hair and he laughs with his dad and sisters as he playfully bats her hand away. I watch couples and try to decide if they are devoted and respectful or on the verge of divorce. I’ll never know if I’m right or wrong, and it doesn’t matter anyway. My imagination has begun to work, and the characters I create will benefit.
All of this doesn’t mean, however, that a writer can simply pluck details from her notebook and Frankenstein them together in the hope a believable character will emerge. Before she can begin to dress up her sketchily outlined characters with gray in their hair or uncontrollable jealousy or a secretive nature she must first ask who will they be and that most important of all questions: Why? What motivates them?
Think of Stella Vignes in Brit Bennett’s The Vanishing Half, for example. Once she learns that she can use her light skin to her advantage, her every thought is on how not to be discovered. Or Susan Rawlings in Doris Lessing’s unforgettable short story, To Room Nineteen, who wants only to have time alone.
Once a writer knows who the characters are going to be, then is the time to dip into the notebooks. How would a Black woman passing as white wear her hair? What would a well-off matron going slowly mad think about while she serves supper to her husband and their four children? Perhaps the answer is in the notebooks, perhaps not. Maybe from a dozen notebooks only one set of arched eyebrows, one turban on the head of a Sikh man, one angry woman’s set jaw will make it into a story. But the imagination will be sparked, and that’s when the fun begins.
The Inside Scoop to Getting Testimonials
(Posted on Tuesday, November 30, 2021)
Testimonials can be some of the first words a consumer reads when picking up a book. These book blurbs serve as a way for readers to get immediate access to a book’s praise directly on the front and back cover, rather than having to search for them online. But how do authors get these endorsements from noteworthy people?
Let’s go over why this praise can be helpful, what a good testimonial looks like, and how to even get them.
Relevance and Quality
There are many reasons why you should consider having testimonials, some of them being that they strengthen your author credibility and attract readers to your book’s plot or themes.
This begins with the perceived influence of the reviewer. Even if the reviewer is not a household name, it’s crucial to make sure that they have industry experience. It always looks good to include a subheading or title after the person’s name to explain why they are relevant to this book. That means you’ll have to ensure that you are collecting testimonials from people that have real knowledge about their field and – this is critical – are able to communicate their thoughts concisely and creatively.
Some blurbs you receive from top authors or leaders might be bland or non-specific. While it may be great to hear from them, a successful testimonial is eye-catching and narrows in on particular aspects of the book that make it unique. The goal should always be quality over quantity.
Cultivate contacts that know you personally and/or professionally and can speak to your work. Vague statements are not worth your book’s cover – you want specific feedback that speaks to real aspects of the book and has concrete rationales for why that particular person is offering their endorsement. Your book deserves the best possible quotes. To get them, you’ll want to pick people that are not only knowledgeable in their profession, but also eloquent and have the ability to express why something works. They have to be able to communicate that well to an audience.
Brainstorming Questions
Who are your readers? Who influences them?
What elements of your book are most important to you, and who in your field can speak to those specific topics?
What does your ideal testimonial sound like? What do you want audiences to take away from your book? This will help focus your queries and request for reviews/blurbs.
Organization and Process
Coming up with a system for gathering testimonials is a large part of the process. Having a streamlined methodology will help you stay focused and will allow you to maintain the goals you have set for yourself. Check out the following tips to help you begin collating reviews and testimonials:
- Craft a short template query that you can send to prospective readers for their blurb or feedback, but make sure to leave room for a sentence or two that can be personalized. Sincere compliments go a long way. The template should explain explicitly that you are looking for a quote for the book, what you hope to accomplish, and, if the person does not know you personally, introduce yourself briefly but substantively.
- Depending on the volume of queries you intend to disseminate, maintain a spreadsheet that keeps track of the names you are reaching out to and the status of their decision(s). In general, it’s best to spread your net wide, as you will not get responses from everyone. (The net should not be so wide, though, that you begin to move away from the focus of the book.)
- Establish deadlines for yourself and for your reviewer.
- Make sure that the system is as user-friendly as possible for the person you are requesting a testimonial from; send the book to them in whichever format they like, and try to accommodate their needs.
Elements of a Memorable Testimonial
Any testimonial should tell the reader how they will benefit from the book, but being able to illuminate that in a way that pops is a golden ticket to a top-notch testimonial.
Short and succinct blurbs are the best, but don’t be afraid to seek one that’s a bit longer. Having the reviewer explain what they learned is always a good starting point. It is always important to find a balance between substance and style. You want a reader to see a testimonial and actually get information from it, rather than just absorb a glowing review that may be sycophantic in nature.
Brainstorming Questions for the Reviewer
What are some particular pieces of information that they learned, and how relevant are they to the book as a whole? Do they match the themes?
How was the information in the book conveyed, and what makes it different from other books on the market?
Strong Examples
Contains specific remarks about the book and/or language that is visual or surprising
- “Ignore this book at your own peril.” -Seth Godin, Rework
- “For those of us who didn’t pursue MBAs – and have the penny-ante salaries to prove it – Sorkin’s book offers a clear, cogent explanation of what happened and why it matters. -Julia Keller, Too Big to Fail
- “Lean In is an inauguration rather than a last word…” -Anna Holmes / “What Sandberg offers is a view that shows twenty-somethings that choices and tradeoffs surely exist, but that the ‘old normal’ of blunting ambition so that can fit in one category or another does not have to be the way it is.” -Gayle Tzemach, Lean In
Weak Examples
Lack of specificity, personalization, snappy wordplay
- “This was an inspiring book full of great advice and tips on how to succeed.”
- “A must-have book for all managers and businesspeople.”
- “The best book I’ve read all year!”
With these tips in mind, what are you waiting for? It’s time to go get those well-crafted testimonials! Let us know how it goes by contacting us at info@mascotbooks.com or tagging us on social media @Mascotbooks:
Tips and Tricks to Finding Your Reviewers
(Posted on Thursday, October 14, 2021)
You’re eagerly waiting for that five-star review to show up on your listing. But why wait? It can sometimes take a while for reviews to start rolling in, and you don’t want your listing to look empty until then. If you’re in this position, well, it’s go-time to find the reviewers yourself! Read some of our tips and ideas below to learn how to get the best reviews for your book.
What Do Reviews Accomplish?
About 95 percent of consumers consult online product reviews before purchasing their order. In other words, if you have good reviews, you’re more likely to make the sale.
Not only can consumer reviews help you sell books, but they also establish your credibility and drive traffic to your listing. Getting trade reviews is a huge success and something all authors should put effort into (which you can learn more about in our guides), but it’s also highly valuable to have reviews from your everyday reader since those are the people checking out your book anyways.
Amazon’s algorithm factors in reviews— the more reviews your listing has, the higher your book will appear in the search results. Amazon calculates reviews by particular quantity benchmarks, speed, and density (even if they’re negative reviews). Therefore, you should try to encourage your network to post a review on the release day to spark your visibility (Amazon won’t open the listing up for reviews before the release date). Please keep in mind that consumers will have to purchase your book on Amazon in order to leave a review or else that review will get flagged. Learn more about their customer review rules here.
Compile a Press Kit and Pitch
Before implementing any outreach, compile an electronic press kit consisting of all the materials that can help reviewers review. Your press kit should include:
- Press release
- Cover image
- Author bio
- Testimonials, press coverage, and other reviews
- Any promotional materials or platforms ( i.e., flyers, website, social channels)
Assemble these materials into an organized electronic or physical folder, and include your pitch in a printed cover letter or email. Your pitch should be concise, courteous, and direct.
Take your time writing a sincere pitch for your potential reviewers along with a follow-up email if they don’t respond. Do some research on them and reference anything that can make the pitch more personal. Tell them why you loved one of their previous reviews or why you think they would be a great reviewer for your book. Be persistent and thank them when you’ve received their review!
Make a Goodreads Account
Goodreads is a social cataloging website that allows millions of bookworms to rate, review, and create threads about books. This is the platform you want to be on if you need reviews. Take a few minutes to sign up here.
Consider an Ebook Sale
The beauty of an ebook is that Kindle will automatically ask readers to review a book once they’ve finished it. If you don’t have an ebook, you might want to consider creating one. If you do, try discounting it to rack up sales and get reviews. An ebook will open up way more opportunities for reviews!
Bonus: this option won’t exhaust your royalties since ebook retail prices are significantly lower than print books and don’t bring in as much profit regardless.
Embrace Your Local Community
This is your gimme and might be obvious, but we have to say it. Asking your friends and network for reviews is the easiest way to receive them. Go the extra mile and ask them to ask their families and friends for reviews. Word of mouth can go very far. Aside from them, engage with your community! Use your promotional resources and invite people to virtual or in-person events, meet-ups, and signings.
Contact your local bookstore and ask them if they would be willing to a) stock up on your book and b) review it! Prioritize anything local because people are usually more willing to review an author who is from their area. While you should, of course, “go big” by finding prestigious reviewers, don’t forget the smaller organizations or clubs in your area that will appreciate your outreach and be more likely to get back to you.
Oh, and while you’re on the hunt for local reviewers, find local authors in your area that you can connect with. They might even ask you to review their book in exchange!
Know Your Genre, Then Your Audience
It will save you a lot of time if you put your attention on the consumers who are your favorite readers. Your most successful reviews (in terms of content and quantity) will most likely come from your target audience. These are the people who have a special and personal connection to the book. Figure out your book’s genres by looking at Amazon browse node categories and thinking about where your book fits best. Perhaps you had a genre in mind while you were writing, or you’re noticing a trend in your readers. Come up with a few — books can never just be put into one category — and then reach out to organizations, groups, etc. that fit within those categories.
Social Media and Hashtags Are Your Best Friend
In this virtual age, neglecting your social media channels to search for reviewers is a huge mistake. There are many book bloggers and reviewers on Instagram and even TikTok. It’s as easy as searching terms like #bookreviewers, #bookbloggers, #childrensbookreviewers, or #fantasyfictionbookreviewers (with and without hashtags) on Twitter, Facebook, LinkedIn, and Instagram. Find your reviewers on social media and don’t forget to post on your personal and book’s social platforms asking your own followers for reviews.
Outside of social media, there are thousands of book reviewers online that you can check out. Warning: you might find yourself in a deep rabbit hole going through these online lists, but we dug up some popular book review sites to get you started:
Create that Excel Spreadsheet
Stay organized by compiling a list of the book reviewers, authors, bookstores, libraries, book clubs, book-related media, and any other literary platforms you’re planning on reaching out to. Keep track of who you’ve reached out to, who you’re going to contact, and who you have to follow up with.
And with that, we’d love to hear all about your book’s praise! Send us your reviews by messaging us on any of our social media platforms. Search @Mascotbooks on your social channels or click on the following:
why you need an Amazon Author Central profile
(Posted on Monday, September 13, 2021)
You’re almost there. Your Amazon listing is officially live and ready to be shared, but the word on the street is that you need to set up an Amazon Author Central page too. Isn’t it enough to just sell your books through Amazon? Not quite.
An important rule of bookselling is: if there’s ever an opportunity to connect with your readers, take it. Amazon Author Central is one of those opportunities.
Author Central is a free and user-friendly online profile that will enhance your author brand and allow you to track sales. It can also be your answer to selling more books. Let’s go over why every author should take the time to create an Amazon Author Central profile.
When should I create an account?
As soon as your Amazon listing is up! You’ll want to optimize your listing and add a profile before sharing your pre-order link with the world. This way, you’ll have a professional-looking page for your first consumers (and this will also help with your Amazon SEO).
Why should I create an account?
There are six elements of an Amazon Author Central profile that can lead you to becoming a bestseller: biography, photos and videos, blog feeds, events, books, and URL. With all of these optimized on your profile, an Amazon Author Central page can…
Increase your Amazon and Google search rankings. The more active you are on your Author Central page, the higher you will appear in search results with keyword searches. This leads to organic sales and increased traffic to your various pages.
Track your sales performance by country. The profile will give you sales data through BookScan, a data provider for the book publishing industry, which doesn’t track all sales (only print book sales from bookstores and Amazon sales) but does provide insight on sales trends.
The sales tracking also includes a ranking, showing how well your book is doing compared to other books on Amazon. With constant access to your sales numbers by country, you’ll be able to observe what sales and marketing techniques are working and what aren’t.
Make changes to your listing on your own. Amazon gives you more control over any changes you want to make to your listing, such as changing the book description. This immediate and direct control will save you the 48 to 72 hours it typically takes for Amazon to make changes to any listing on their end.
Increase traffic to all of your book listings, including your websites and social media channels. Since your author page will display all of your books for sale at Amazon, a reader will be able to easily check out your other work. If they liked one of your books, they’re only a few clicks away from browsing the other titles you’ve written. This is an easy way to generate sales. They’ll also have access to your social media platforms and website. Even more, they can follow your Author Central page to receive alerts when you publish a new book.
Easily monitor book reviews and consumer discussions. Instead of having to constantly refresh your book listings in hopes of reading a new review, you’ll have access to all of your reviews in one place.
Build your credibility by giving readers a more personal glimpse of who you are. Readers want to know you and feel connected to you. By having photos, videos, a biography, and updates on your life through social media, they’ll continue to support your work. A detailed Author Central profile shows that you’re a professional, one who cares about their readers and has a compelling and trustworthy platform. It’s always a good sign when an author has a strong online presence. The more you can add to your profile, the more readers will feel that they have a personal relationship with you. The goal is to create a powerful first impression that leaves readers life-long fans.
The increased visibility, credibility, and readership of an Amazon Author Central profile is worth any time you spend optimizing your account. This is an easy marketing resource that you don’t want to miss out on.
Create your profile now.
5 Ideas to Sell Your Books Fast
(Posted on Tuesday, August 17, 2021)
You’re ready to sell all your books in our warehouse as fast as possible, but you’re in a marketing rut. It happens to all of us, especially when it’s been a few years since the book’s release. But don’t fret because we laid out five marketing strategies to get you back on track!
Read more below on relaunching your book, getting your audience excited, and selling the last of your copies in no time.
A Sale!
What better way to grab someone’s attention than a sale? Through your Mascot marketing contact, you can set up a promotional discount on your Mascot listing for whatever percentage and time frame you’d like (we usually recommend anywhere between 10 and 25%)! This can be something you activate for a particular holiday or for a reason related to your book (ex. if your book is about rescue dogs, you can start a sale for National Rescue Dog Day). It could be something as simple as starting a sale for the start of fall. Either way, everyone loves a good sale. Build some excitement on your social media platforms and in your community, and get consumers ready to type in the promo code when the sale has begun!
Amazon Ad Campaign
Purchase an ad that we’ll run for you! The Amazon-sponsored product advertising campaign is an effective digital marketing tool to generate Amazon sales and drive traffic to your listing. A Mascot marketing person would list keywords on the backend of Amazon that relates to your book’s content and themes. We try to think of the phrases that consumers are typing into the search bar. For example, if your book teaches children to accept everyone’s differences, we’ll add keywords and phrases like “children’s books promoting acceptance” or “picture books with diversity.” Once it’s activated, the ad will bid with other ads to appear on a consumer’s screen!
Media Spotlight
Try re-launching your book in the news, even if it’s been a few years! Tying your book in with hot topics in the media can be a successful game plan to getting your book out there again. Compile a list of local media outlets, or outlets that fit your book’s audience, and reach out to them with a persuasive pitch. One of our authors has been a big hit in the news. In the last year, as much of the national conversation has been swirling around children getting the COVID-19 vaccine, Mascot Author Kat Picarde has appeared on major outlets telling parents how her book The Little Ouch can help children overcome the fear of shots.
If you can find anything in your book that can connect to current events, go for it! It can be as easy as telling outlets how your book is perfect for back-to-school.
Pitch, again!
Pitch your book again to schools, organizations, reviewers, and bookstores. Sometimes it’s about emailing the right person at the right time, and completing another round of pitching can increase your odds of a response. Like with media outlets, find a way to make your book relevant again. Why is it especially important for children or your target audience? Why is it a must-read today? Why should a bookstore shelf it? Give it another shot, and see what happens. Approach these locations directly if needed!
Wear Your Book
Don’t just sell your book; BE your book! Think about ordering t-shirts, hats, canvas bags, pins, stickers, or any kind of gear that you can wear when you’re out and about. We can even design bookmarks and postcards for you to always have on hand. People WILL stop and ask questions! This is a fun word-of-mouth marketing technique to meet new people, talk about your book, and get some sales.
And although we’ve hit five ideas already, there’s one more thing you should always make sure to do: keep up with your social media channels. Stay on the minds of your readers by posting consistently and engaging with your followers.
If you have any tips or questions for us, ask and tell us on social media by tagging @Mascotbooks on:
Answering Your Most Burning Questions
(Posted on Friday, June 11, 2021)
It’s totally normal to come into the publishing industry with a hundred questions. There’s a lot to know! But at Mascot, we work diligently with our authors to give them all the information they need throughout the entire publishing process.
As a reference, our departments answered some of the most commonly asked questions that we get from authors. Read away and come back to us if you have any more questions!
Acquisitions
Do I need to copyright my book before sending it?
No! The electronic time stamp on your manuscript acts as your copyright until a book is published. You can always fill out a form on the Library of Congress website to obtain copyright before sending it, but it is not necessary to.
What does the submission process look like?
You can fill out a form on our website or email info@mascotbooks.com with a book synopsis idea. Once we receive your submission, an acquisitions editor will reach out to request a manuscript if we are interested in the book and a manuscript draft was not sent. We then review the title, provide feedback, and set up a phone call if we’d like to move forward with the project.
Are all books accepted?
Mascot Books does have a selection process for titles so, unfortunately, not all titles are accepted.
Is the acquisitions editor the main point of contact?
The acquisitions editor is your first point of contact and they handle the submission process and creating your contract. They become part of your team if you end up signing with us, but you are also introduced to a production editor as the main point of contact for that stage in the process.
Production
Board and Children’s Books
How will I find the right illustrator for my picture book?
Your production editor will guide you through the illustration process so that you can be matched with the best fit for the style and content of your book. By browsing through curated lists of artist portfolios and getting test sketches from different illustrators, you’ll be able to winnow down to a list of contenders from which you will ultimately pick your book artist! Your production editor will also work with you to come up with storyboard ideas so that when the time comes to begin the storyboarding process with the artist, you’ll already have a headstart on preparing descriptions and ideas for the artist (who will also bring their own unique spin and technique in conjunction with your own preferences).
Does it take longer to produce a board book than a picture book?
Yes! Because board books are made of sturdier paper stock, they take longer to print. On average, board books take about ~3 months longer at the printing stage than picture books or standard adult hardcovers and paperbacks.
Adult & Chapter Books
How long does production take/last?
Production can take anywhere from six months to several years, depending on the project! The average time is about a year, and depending on the length of the manuscript and other factors like cover design, layout, and editing, it can be pretty variable. The shorter and cleaner the manuscript, the faster it can go through the production process. For longer, complicated books with appendices and bibliographies, we project more than a year. It all depends, and every project is unique in its own way!
Can I work directly with my editor/illustrator?
We prefer to keep editing in-house, but when we do pull in ghostwriters, freelance copyeditors, or writing coaches, our authors can work directly with them for a customizable and interactive experience. Communication between authors and illustrators is usually mediated by your production editor, but you’ll always be kept in the loop and have your vision represented during the artist process.
Do I get to give feedback on my cover?
Absolutely! Our authors are always deeply involved in the cover process. We often ask for cover “mood boards” or “wishlists” to get us started, and we use our expertise, the content of the book, and your guidance to craft cover mockups that you will be able to review and revise.
Registration & Marketing
Why did I originally think my release date was earlier? What is the difference between book-in-hand and release date? Why does the release date have to be so far out?
Book-in-Hand date is the date when you will receive your own physical copies of the book. This stock is yours to do with as you please, whether that’s selling to bookstores directly, giving them away to charities, or handselling to customers who have contacted you. The retail release date is the date that the retailers and distributors Mascot works with can start shipping out copies of your book for online orders.
The 2-3 month gap between when you receive your books in hand and when they are officially released is needed to allow ample time for distributors to order, check-in, and prepare stock for online orders. Otherwise, we run the risk of your listings going live before the retailer is ready to fulfill orders.
Why won’t my listing appear on Amazon or another retailer site when I type in the title?
Amazon’s search results are generated based on their SEO (search engine optimization) system, which is ultimately an algorithm that takes into account common products customers are searching with specific keywords. Your title has *this word* and *this word* in it, which is/are commonly searched words and most likely the main reason why the search results are showing a wide range of random products. As you begin to generate pre-orders and more people are searching specifically for your title, this will correct itself and you’ll begin to see your book higher on search results. It also makes a difference if customers are searching in a specific department or category versus through the main search bar. It’s very common for customers to try a few different searches by switching up keywords or departments if it doesn’t work the first time, so it shouldn’t affect too many customers specifically seeking out your product.
How do I get my book into retail stores like Target and Costco?
Some of our distribution partners onboard all of our book titles automatically once they’re registered, while others work on a pitch system. That said, we can only expect to have our titles on certain online retailer sites: Amazon and Barnes & Noble. If you want an in-store placement or an online listing with another retailer or independent bookstore, you would have to reach out to them directly.
What does pitching look like?
I’d first start with a pitch email that includes your retail price, market fit, ISBN, book description, distributor information/purchasing options, and a request to have a discussion via phone call or meet up. If you plan to meet with them, I would bring a sample copy of your book and all the information about your release date and registration. I’d also attach or bring any marketing materials, specifically the press release (since it formally announces your book) and one-page flyer (since it contains all the information they need straightforwardly and concisely).
What is NetGalley?
NetGalley helps authors promote digital review copies to book advocates, industry professionals, and readers from many walks of life (bloggers, librarians, members of the media, etc). This platform is a wonderful way to get your book discovered and recommended by a large audience, and get reviews!
Bookkeeping
Why does the shipping date keep changing?
Any shipping date that we receive from our printers is always going to be an estimate. Therefore, these can change by a few days or even weeks. If we give you an estimated ship date, we recommend that you don’t plan anything around it since there’s always a chance it can change.
What is included in the sales report? What about the royalty report?
The sales report, which can be generated any time after your book-in-hand date, shows every order from distributors and consumers who purchased through the Mascot listing. Please keep in mind that not all the numbers are a reflection of how many books have been sold since distributors order copies for their stock inventory. Distributors and retailers are not required to disclose sell-through numbers and have varying degrees of transparency. Many distributors do not release which retailers have ordered through them, so you can only see the distributor name on the sales report.
The royalty report, which is sent out quarterly from when your book arrived at our warehouse, summarizes your sales and earnings. This includes the net number of paid sales and returns, the individual paid sales and returns (similarly to the sales report), and the remaining unpaid sales from the author.
When will preorders be shipped? How long does it take after they’ve arrived at the warehouse?
Any preorders made through the Mascot website will be shipped once we receive stock. Usually, the warehouse needs a few days to check in and process the stock before they can start shipping orders. Then, it depends on the mailing address location and the number of books to determine how long shipping will take.
How many books should I have shipped to me, and how many should I keep for sellers like Amazon, Mascot, and Barnes & Noble?
Your audience, current events, geography, and all kinds of other factors affect this decision. Ultimately, if you plan on doing more events and signings, taking several hundred books in hand is a good start. However, if you plan to do mostly online sales, keeping the majority in the warehouse is likely the best plan. At the end of the day, you know your readers the best, and being able to get a sense of their purchasing reach is very useful.
Have any more questions for us? Contact us at info@mascotbooks.com or ask us on social media by tagging @Mascotbooks on:
What is Hybrid Publishing?
(Posted on Tuesday, May 18, 2021)
Hybrid Publishing can be quite an enigma. That’s because there wasn’t really a universal definition up until three years ago. In 2018, the IBPA Advocacy Committee couldn’t identify the differences between a self-publishing service provider and a hybrid publisher, and so they developed nine hybrid publishing standards to give a definitive definition.
Now there are three main publishing models authors have to consider: traditional publishing, self-publishing, and hybrid publishing (you can learn more about each model by visiting our blog post on Amplify Publishing, an imprint of Mascot Books).
In this blog post, we’re shining a spotlight on hybrid publishing to clear up the rumors and tell you why it’s a good fit for some authors.
Capitalizing on National Financial Literacy Month
(Posted on Tuesday, April 20, 2021)
There’s no better time to brush up on your financial smarts than during Financial Literacy Month! Whether you’re fresh out of college or getting ready for retirement, it never hurts to reflect on your savings and spending.
We assembled some of our informative, accessible, and easy-to-understand financial books for those looking to find lifelong financial security, work toward a safe retirement, or move out of their parent’s basement. Find your roadmap to financial success!
Owning the Dash
By Anthony Delauney
MASTERING MONEY CAN SEEM IMPOSSIBLE IN A SOCIETY FOCUSED ON SHORT-TERM IMPULSES: LIVE FOR TODAY. FORGET ABOUT TOMORROW. OWNING THE DASH TURNS THAT MINDSET UPSIDE DOWN.
The phrase “Owning the Dash” was adopted by fitness guru, model, motivational speaker, and Anthony Delauney’s late cousin, Greg Plitt. A force of nature in and out of the gym, Greg pushed his clients—and himself—to take advantage of every moment and opportunity, making smart decisions now to ensure a healthy future. The more Anthony, a Certified Financial PlannerTM practitioner, became familiarized with Greg’s philosophies, the more he realized that they applied just as much to his field of expertise: personal and family finance.
In comes Owning the Dash, a clear, concise, and accessible guide to finance that makes planning for your future easy and pain-free. Learn how to manage cash flow, knock out debt, minimize taxes, financially protect loved ones, invest with confidence, and save for both education and retirement.
Leaving a lasting legacy is important. Let Owning the Dash help you establish yours.
Middle-Class Millionaire Women: Essential Strategies to Ensure Financial Longevity
By Clark A. Kendall
Being a millionaire used to mean you were really wealthy. These days, one million dollars is still quite a bit of money, but many people will need to save at least that much to be financially secure for life.
The first book in this series, Middle-Class Millionaire, described how hard-working middle-class people could achieve lifelong financial security. This sequel focuses on overcoming particular challenges women may face when it comes to financials—including earning less than men on average, often taking breaks from their careers, and outliving men—to achieve solid financial security.
Written by Clark Kendall, CEO and founder of the successful investment management firm Kendall Capital, and his associate Carol Petrov, Middle-Class Millionaire Women is a compelling guide that includes many practical examples and suggestions for women from all walks of life, whether single, married, divorced, or widowed. Accessible and thought-provoking, this book is organized so that, no matter where you are in life, you’ll quickly be able to find helpful, practical information.
One size doesn’t fit all, but regardless of your level of financial knowledge or interest, Middle-Class Millionaire Women will help you follow best practices and create a lifetime of smart, sensible saving, spending, and investing. Middle-Class Millionaire Women is your guide to lifelong financial security.
Middle-Class Millionaire Women: Surprisingly Simple Strategies to Grow and Enjoy Your Wealth
By Clark A. Kendall
The middle class makes up most of the population. Defined as a household that earns a yearly income that hits above the poverty line but falls shy of the upper class, people in the middle class come from all walks of life, hold various types of jobs, and lead vastly different lives. One aspect does tie them together: they work hard to live well, and without realizing it, may be on the path toward becoming a millionaire.
In this day and age, millionaires aren’t as rare as they used to be, with many individuals possessing at least one million dollars of amassed net worth by the time they retire—including the value of their home(s), cars, financial assets, and other assets. By living within their means, saving well, and spending wisely, members of the middle class can soon be part of a group that is growing by the day: the middle-class millionaire®️.
In this informative and comprehensive guide, Clark Kendall, CEO and founder of the successful investment management firm Kendall Capital, shows you just how to secure your financial future. Middle-Class Millionaire is full of applicable insight into the ins and outs of short- and long-term saving, spending, and investing, for those working toward a safe and comfortable retirement.
Living well in the years up to retirement and beyond depends on your financial preparedness. Let Middle-Class Millionaire help get you there.
A Young Adult’s Guide to Personal Finance (How to Move Out of Your Parents’ Basement)
By Mike McGuinness
Welcome to A Young Adult’s Guide to Personal Finance (or, It’s Time to Move Out of Your Parents’ Basement). No, this book won’t magically make you a millionaire overnight. But it will give you the tools to understand many finance topics, allowing you to ask smart questions to make even smarter decisions in the near future—and over the course of your lifetime.
This guide is not intended to be an overwhelmingly comprehensive review of every personal finance topic. Rather, it addresses many of the key financial topics young (and sometimes older) adults will encounter, highlighting key information that you need to know to understand the workings of day-to-day finance, and how decisions made today can affect your financial health in the future. Actual financial documents are reviewed and explained in an easy-to-follow Q&A format, allowing the reader time to absorb and understand key concepts. You don’t have to read this book cover-to-cover, as individual topics stand on their own and can be easily followed. Let A Young Adult’s Guide to Personal Finance serve as your fundamental financial guide for years to come.
Budgeting is a Breeze: A Stress-Free Guide to Financial Freedom
By Shelta Hopkins
Getting what you want is never easy. However, if you budget your money right, you can make it happen, regardless of your income or your goals. This simple budgeting manual provides crucial financial advice that people from all walks of life can follow and use every day.
What Makes a Good Interior Design? What to Expect During the Design Process
(Posted on Wednesday, March 24, 2021)
Once the writing and editing of your book have been completed and a cover concept selected, the next step is solidifying an interior design. Though interior design may seem straightforward, the process is far more intentional than simply placing words onto pages and starting the presses. A strong interior design should always complement the cover design, and takes into account content, genre, and any included graphics. Making reading an easy and pleasurable experience is why design is an important step in the publishing process.
So, what are the nuts and bolts that make up a strong interior design? There are several hallmarks to keep in mind.
Reads Well. Readability is the ultimate goal for a book’s interior and, as previously mentioned, a good design will allow the reader to effortlessly fly through the pages. Crowded text, messy graphics, and not enough visual negative space yields to a cumbersome reading experience. A good balance between visuals, negative space, and appropriate font selection ensures an approachable book that encourages readers to keep reading and communicates information effectively.
Complements Cover Design. The interior should be a natural extension of the cover, and as such, their styles should complement each other. You don’t want your reader to open your book and be surprised by what they see. An example of good design is in Melissa Agnes’s book, Crisis Ready: Building an Invincible Brand in an Uncertain World, which uses negative space to convey peace and calm on the cover and interior.
Follows Industry Trends. An outdated interior design is a sure way to immediately convey to the reader that your content may be antiquated as well. A modern interior design that is indicative of your content and genre is always recommended.
Producing a finalized set of files that are printer-ready requires several rounds of editing. After the cover has been completed, the design team lays out the first few chapters of the book into a sample interior design, called a test layout. The design team and the author discuss any edits to be made before the team locks in the design. Then, it’s on to the full book layout.
Once the full manuscript is laid out according to the agreed-upon design, the author is given the opportunity for one final read-through for any final, minor changes. In-line changes to the text are accepted here, but major rewrites are highly discouraged (and sometimes impossible without re-laying out the book). Too many significant changes disrupts the design process, slows down production, and can cause reflow from page to page.
Once all final edits are incorporated and the files have been signed off on, the book is ready to go to the printer.
Interior Design In-Depth
Major design elements include font, font size, header selection, chapter openers, running footers, and other stylistic elements (if applicable) such as charts, graphs, and photos. Your publisher will likely provide you with their recommendations in each of these areas. An experienced design team will have experience working with all these elements, and come up with a design tailored to your book’s needs.
As the CEO at Amplify Publishing, RealClear Publishing, and Mascot Books, Naren Aryal advises authors, thought leaders, and organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from experts in business and politics, and Mascot Books publishes hundreds of books a year across all genres. RealClear Publishing, a joint venture with RealClearPolitics, redefines the political book marketplace by magnifying the voices of senators, advocates, and analysts to shape the national conversation.
Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver. Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.
From One Author to Another on the Writing Process
(Posted on Tuesday, February 23, 2021)
All authors have some kind of writing process: what happens in between writing that first sentence and sending the manuscript off to the publisher. Some might write addictingly for a few days and others might write over the course of a few years. Regardless of the time frame, every author needs somewhere to start and some structure to follow.
Mary Jo Hazard is the author of Stillwater, a highly anticipated novel praised as “compelling” and “thoughtful” by Kirkus Reviews and debuted as a number one new bestseller on Amazon in the category of Young Adult books about suicide. We asked her to share her writing process to help writers find the approach that works best for them:
My writing process is ever-evolving, and it depends on what I’m writing. Over the last eleven years, I’ve written four children’s books and one novel. I’m currently in the beginning stages of writing that novel’s sequel.
The first book I wrote, The Peacocks of Palos Verdes, was a nonfiction children’s book written about feral peacocks that live in my area in the neighborhoods and canyons. The birds had been on the peninsula since the early 1900s, but when I tried to find a book about them for my grandchildren, there weren’t any. I took a deep breath and channeled my inner Toni Morrison who had famously said, “If there’s a book that you want to read, but it hasn’t been written yet, then you must write it.”
I was a little long in the tooth, a retired marriage family therapist, not an author. I’d written many psych reports, but never a book. Even worse, I knew nothing about peacocks. I asked Laura Henry, our children’s Librarian if there was a need for a book about peacocks, and she said she got requests for books about them all the time.
At that point, I realized that I had a niche market. I decided to start from scratch, learn a new craft and get up to speed as fast as I could. I signed up for a UCLA class on how to write a children’s picture book, researched peacocks in the library, on the internet, and interviewed city officials, peacock lovers, peacock haters, and spent hours observing the peacocks up close.
After I wrote my first draft, I joined the Millie Ames Writing Group at the Palos Verdes Peninsula Library, and I discovered the importance and the fun of having fellow writers read and critique my work. They encouraged me, supported me, and kept my enthusiasm up during the many months I was revising.
When the book was published, I established relationships with the principals and teachers in the area’s preschools and elementary schools. Every child loved learning about the peacocks that roamed our area. Writing The Peacocks of Palos Verdes taught me that a successful writing process involves a lot more than sitting in a chair in front of a computer. There’s a lot to it.
My coming-of-age novel, Stillwater, was a bit different. The book takes place in the 50s in the upstate New York village in the 50s where I grew up. I was familiar with the town but reluctant to rely on memory alone because I hadn’t been back in years. I flew back, met with the town historian, looked at lots of local pictures from the 50s, walked the streets, and took pictures.
While writing the book, I took several writing classes and workshops at UCLA and attended many writing conferences. I became an expert on the ’50s, listening to 50s music when I was alone in the car and sitting at my desk writing.
I continued with my writing workshop at the library and started a smaller intimate writers’ group, which met weekly to discuss our work and brainstorm.
Now that I’m writing the sequel to Stillwater, I’ve become involved with a Facebook group called “Memories of Stillwater.” The members have shared lots of old pictures and memories with me. I’m also researching the 60s and listening to music from that era.
The pandemic has changed so many things: no more in-person classes, workshops, or conferences. I could attend virtually, but so far, I haven’t. I write three or four days a week in my office from nine to five. My husband and I go for a walk around noon, and then I’m back at the computer until it’s time to start dinner. Sometimes I’m “in the zone,” and it’s difficult to stop writing, so I continue after dinner or get up at four the next morning when it’s quiet.
When I begin a new book, I make a few notes and develop an outline to understand the characters a bit better. I visualize the world they live in and let the scenes play out in my mind before I write them up. Once I’m four or five chapters in, the book seems to take on a life of its own and I can’t wait to start writing.
Ann Lamott, a writer I admire, said, “The only way I can get anything written is to write really really shitty first drafts,” but I can’t do that. I have to go back before I can go forward. I cannot start writing where I left off when I’m in my office the next day; I have to reread and revise. I cannot write an entire first draft and then go back and edit. I have to edit the last chapter before I go on—often, I revise the last two or three chapters because I’ve thought of things I should have included during the night.
When I’m done with my first draft, I put the manuscript aside for a couple of weeks before rereading and revising. Next, I have the book edited, give it to some trusted beta readers, take a deep breath and send it off to Mascot!
620 Herndon Parkway, Suite 220|
Herndon, Virginia 20170
|
Phone: 703-437-3584|
Fax: 703-437-3554|
info@amplifypublishing.com
All rights reserved.