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THE BOOK MARKETING EXPERT NEWSLETTER!
A newsletter all about SUCCESSFUL publishing and POWERFUL promotion.
April 3, 2008 Issue #166
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in this issue
-- Note From The Editor
-- What Does Amazon's Decision Really Mean?
-- Pitching Yourself to Bloggers
-- Heal: Living Well After Cancer Magazine
-- What's Google Seeing When it Sees Your Site?
-- 41 Blog Success Tips You Can Learn Today
-- Book Bits and Bites
-- Blogs Gone Wild
-- Delivering a Perfect Pitch
-- From the Publishing Insider:
-- The Scoop on Outbound Links
-- Tune in to The Publishing Insiders
-- Check Out The Red Hot Blog Tour
-- Create A Membership Program For Customers Who Want More Than One Item
-- It's Never Too Late to Market Your Book!
-- How to Buzz Your Book!
-- Get Noticed by a NY Publisher
-- What is the Virtual Author Tour?
-- Reader Tip!
-- WHO ARE WE
-- ------------------------------------------------------------
Penny C. Sansevieri, Editor penny@amarketingexpert.com
Welcome to a new issue of THE BOOK MARKETING EXPERT NEWSLETTER.
You are receiving this newsletter compliments of Author Marketing Experts, Inc. To opt out, please scroll down to the bottom of this newsletter.
Note From The Editor
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Welcome to another issue of the Book Marketing Expert Newsletter!
Dear Reader,
We have another jam-packed issue for you this week, faithful readers. Welcome to all of our new subscribers, we're so glad you're here!
Our main focus has been on the Amazon announcement, or as Paula Krapf (AME's COO) so eloquently put it in her blog this week "the shot that was heard around the world" - if you're in the thick of this we have a solution, read on to the interview I did with the Founder of NothingBinding.com, Jerry D. Simmons.
We love your feedback, last issue we got a flood of "your newsletter is great" emails and we adore each and every one! Please keep those cards and letters coming. We love to hear from you!
Wishing you publishing success, Penny, Paula, Susan, Lauren, Alex and everyone at Author Marketing Experts, Inc. P.S. Check out our blog!
We offer great tips and insights, such as 'Amazon's Arrogance:'
http://amarketingexpert.com/ameblog/?p=244
What Does Amazon's Decision Really Mean?
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An interview with Jerry D. Simmons, regarding the far-reaching implications
of Amazon's announcement that any small press or print-on-demand publisher doing
business with them would need to print books through their publishing arm: BookSurge.
Jerry is a former Executive with the Time Warner Book Group who left there in
2003 to build one of the leading social networking sites for Independent authors,
NothingBinding.com.
What's the real outcome going to be from this Amazon decision?
The publishers impacted will follow the demands of Amazon and print their books with Book Surge. The wider implication is that Amazon strengthens their position with these publishers and creates a monster with their vertical integration. This leaves each one of those publishers vulnerable to new demands by Amazon. What's next? Higher discounts. Right now these publishers have been forced to change vendors, it might have cost them a bit more money, but remember, they market to writers not consumers. So if they are unable to place their authors' books on Amazon, it looks bad in the eyes of their customers, the writers. These publishers don't have the courage to say no and take a stand. And it's not about the fact they sell a ton of books on Amazon, it's about their customers' view of them and their ability to market their own books.
How do you predict the long-term effects of this as it relates to the small author and publisher?
The long-term effects for the author and publisher are devastating. With Amazon strengthening and securing their place in the distribution and sales channel, they can do anything they want. The next move will be to squeeze these small authors and publishers for placement fees, advertising fees, and eventually higher discounts. When you give in once, it never stops, this is the way of the publishing world and booksellers. It will get to the point where they start to lose money on each book sold. Only then will Amazon back off, but you can bet they are going to push authors and publishers to the wall and take every possible nickel out of the equation.
What can an author/publisher do to "fight back?"
Draw the line with this decision, pull their books from Amazon, create a new online market for selling their books, a central location for all self-published, print-on-demand books that has no alliance with any publisher or printer. Again, it's not about selling books, it's about how they are seen in the eyes of their customers, the writers. They are concerned about their own pipeline for new business drying up and that is much more important than giving in to Amazon's demands. Each one of these publishers could switch all their allegiance to B&N.com today, but they haven't, and the reason is that in the eyes of the writer, they feel they must be on Amazon to be successful. Short term it hurts business and they are more concerned about that than the longer term impact which is going to be a continual erosion of their profit margin.
What alternatives do authors and publishers have besides selling their books on Amazon?
It's time for the self-published, print-on-demand companies and small publishers to begin creating their own marketplace, totally and completely separate from all the online platforms that sell their books. I strongly believe that the website www.NothingBinding.com is a solution, and for full disclosure, it is a site that I founded. But here is the key, if you are not part of the traditional world of big New York publishing, from which I spent 25 years, then authors must realize it is fruitless to continue to struggle to become part of something dominated and controlled by the largest publishers in the world. Amazon is clearly inside the traditional world, and they are setting restrictions on anyone outside that wants to be part of their world. This will never end! It's time now to create your own community and establish a voice in the marketplace. I'm confident that Nothing Binding can fill that void, becoming the community and voice for Independent publishing. The name alone signifies a non-alliance with any publisher or printer. A social networking website that allows authors free placement of their books with links to outside sources is a perfect way for authors to separate themselves from the traditional world of big publishing; in fact, it's the only way to create a market and achieve increased sales they so desperately want and need.
Do you think this was a bad decision on Amazon's part and if so, why?
Obviously Amazon weighed the profit from the sales of all these POD books versus the additional revenue of printing AND sales. They made a calculated gamble and it appears they have been right. Now there is no stopping them on their demands. It won't happen overnight, but they will make new rules and continue to do so until it negatively impacts their own revenue stream. Giving in is a monumental mistake for the author and publisher, if the POD companies had taken a stand against the decision and risked short-term profits, they would have been much better in the long term and more respected by their own customers in the marketplace. Why do you think Amazon did this only for the print-on-demand books and not books that are offset printed? They claim they did this so it would be easier for them to marry books with other products that customers wanted, combine the package and shipping for convenience and cost savings. What about all the other books that are offset printed? They have the same problem with marrying books and products, but they don't own an offset printing company, yet! If I was running any company that does a substantial amount of business with Amazon and saw what they were doing with books, I'd keep a close eye on what other parts and manufacturing companies they purchase. Vertical integration in this case is good for Amazon, no, great for Amazon, but bad for the publishing business and possibly very bad for other product lines sold on Amazon.
Since AuthorHouse/iUniverse and Lulu have signed the contract with Amazon, does this change the playing field for the other publishers, or is it irrelevant (and if so, why)?
With Author House and Lulu agreeing to Amazon's demands, it puts pressure on the other companies to follow suit. None of these companies can risk their own business drying up and even though it's doubtful they lose a ton of sales if they dropped from Amazon, it would be the negative perception their own possible customers would have, i.e. the writer, and of course their competition would use this as leverage in their own marketing as "being the one company still doing business with Amazon." These writers don't really understand the implications, yet, all they see is that their books are or are not on Amazon for sale; that's all they care about.
In the survey of writers I completed long before NB was started, I found that virtually 98% felt they must have their books on Amazon, and clearly 70% hated the fact they had to give a 55% discount to them. When asked if Amazon went away tomorrow, how much would it impact sales, only about 15% felt they sold enough books on Amazon to make a difference. They must be there, they hate being there, yet it doesn't really make a big difference, so what's the point? Once Amazon raises the effective discount, or asks for ad or placement fees, and the publisher passes this along to their authors, they might wake up. But who knows, right now, all the authors care about is making sure their books are still listed and for sale on Amazon.
Fighting back should be done gradually and not a knee jerk reaction. I think if these authors and publishers set a deadline for Amazon to reverse their decision or else they would pull all books, they could get positive media attention to this, they will have capitalized on this in a way that would draw attention to them and their books, and in the long run they would be out from under the thumb of a very big online retailer. The analogy I use is that if the U.S. had been serious about alternative fuels back in 1973 during the oil embargo, we wouldn't be in the mess we are today, 35 years later. Of course you can't compare oil to books, but the fact remains, this cave in to Amazon is a very steep and slippery slope and it won't take anywhere near 35 years for them to realize their mistake, maybe 35 months!
If authors seek out other platforms to sell their books - how will they compete with the "comfort level" consumers feel with Amazon?
There is no way to compete with the comfort level of Amazon and that of course is a problem, but a short-term one. Solutions will create short-term discomfort, but I strongly believe people buy books on Amazon because it's all they know. If there was a viable alternative, then I think consumers would welcome it. The responsibility is on the shoulders of the publishers to counter this strategy with cover price discounts, until the consumer starts to feel comfortable again and then you can readdress the price issue. These publishers will have to make some short-term concessions to attract their consumers, but it beats what they are going to have to endure when they cave to Amazon. There is no easy solution, there is no silver bullet that will make everything okay tomorrow, there will be some issues that have to be worked out, but if all these authors and companies would combine forces, create a new online market for themselves and their books, in 35 months they will be glad they did. Eat it in the short term for long term gain-that is the answer to the Amazon problem. Because Amazon is going to do nothing in the future to help the POD companies' bottom lines, they are going to continue to eat away at their margins in a number of ways while at the same time squeezing them on price and discount. It's a no win situation for the authors and publishers and it doesn't appear that they really realize the situation they put themselves in by giving in to Amazon's demands.
Pitching Yourself to Bloggers
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If you're trying to pitch yourself to bloggers you may have found dead silence
at the end of your email exchange. Why? Well, let's face it. The top bloggers
in any market probably get a ton of email. Most of it fairly useless. I know
this for a fact because I get pitched all the time for reviews, interviews,
all sorts of things. Ninety-percent of the emails are useless form letters,
ninety-nine percent of the pitches are from people who don't even read my blog.
In a world where bloggers are quickly replacing media, it's amazing to me that pro-media pitchers don't get that regardless of the person you're pitching, the same rules still apply. Let's do a quick run through in case you're unsure.
1) Customize, customize, customize: I delete every email that starts off with "Dear Sir or Madam." First off, I hate the term "madam" and second, my picture is posted right on my site. If you can't tell from my photograph what sex I am, we have bigger problems than a generalized pitch.
2) Personalize: ok, I know this is repetitive but let me clarify: personalize the pitch. Talk about their blog, a recent posting, how long you've been reading. Now don't gush on and on like you would bragging about Junior's first baby steps but showing that you know who the blogger is and what they blog about is important. We love it when you read our stuff and when you tell us what we talk about, we love that even more.
3) KISS: Keep it simple. Very simple, short and sweet. Don't meander on through pages and pages of your pitch. If I have to scroll through an email to find the point of your message I probably won't read it. State your goals right up front, in the first paragraph. Don't bury your reason for targeting them somewhere in paragraph four. Chances are the email will hit the trash bin before the reader hits paragraph four.
4) Don't be a stalker: if you haven't gotten a response from the blogger there's probably a reason. They are either too busy, haven't gotten to it, filed it away for later or aren't interested. Yes, you're allowed to follow up, but only once. Any more follow ups and you become a pest. No one likes a pest.
5) WIIFM: don't forget the "what's in it for me" factor. What's in it for the blogger? Hint: bloggers love scoop and exclusivity so if you have something no one else does, by all means tell them. If there's another reason for sharing this with them then by all means tell them.
6) Figure out what you want: See #5, keep it simple but also don't just email a blogger with a 'whatever you're willing to do' type of message. Ask for what you want, if it works for the blogger, and if your pitch is good, it's likely you'll get it.
7) Don't send attachments unless you're asked to. I don't think this needs any further clarification, but keep in mind: unless someone says "Yes, please send me more info" don't load their inbox with attachments. Not only is it rude, but I've found that attachments often end up in my spam filter where they stay till the spam filter is emptied, often without even seeing the email or associated documentation.
8) Mention your blog: bloggers love other bloggers. Let them know you have a blog, include a link to it, possibly even to a recent post they might be interested in.
9) Add a link: bloggers love incoming links. If you're pitching particular bloggers, you should have a link to their blog on your site. No exceptions.
10) Ask good questions: if you're pitching a blogger for an interview but they don't do interviews, you've just wasted a valuable communication. Don't assume that because you contact them about an interview, "I know you don't do interviews," that they will make an exception for you.
Remember that much like pitching the media, it's all about relationships. The more you can cultivate relationships with bloggers, the better your online campaign will be. Also, consider that future campaigns will also be affected by relationships you build now. Media may come and go but bloggers tend to own their market and stay put, having a solid contact is always a good place to start. Regardless of the campaign.
Heal: Living Well After Cancer Magazine
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Heal: Living Well After Cancer is for the 10.5 million cancer survivors in the
U.S. - from the day treatment ends, and for the rest of their lives. The magazine,
launched in 2007, is published four times a year (winter, spring, summer and
fall editions). Circulation is currently 250,000.
Heal is distributed to cancer centers, survivor programs and a growing list of home subscribers. The magazine has a distinguished national Advisory Board of more than 30 leaders in the fields of social work and quality-of-life issues related to cancer and survivorship.
Heal strives to help cancer survivors become healthy in mind, body and spirit. Its publisher and editor are both breast cancer survivors.
Topics covered by Heal include:
* Cancer's after-effects
* Optimal nutrition and fitness
* Faith and belief after cancer
* Financial security
* Post-cancer employment and insurance strategies
* Survivor stories
* Cancer-related advocacy
* The new 'normal'
* Sharing advice and survivor strategies
* Achieving life goals
Send story ideas to editor@healtoday.com.
Editorial Calendar:
May 2008
* Cancer Genetics and You
* Extreme Survivorship - post cancer adventurers
* Working it Out - employment rights and wrongs
* Myths of Lymphedema
August 2008
* Adult Survivors of Childhood Cancer
* Ensuring Strong Bones After Treatment
* Sleep Troubles After Cancer
* Traditional Chinese Medicine
November 2008
* The Anti-Cancer Community - steps to healthier lives
* Older and Wiser - how older survivors can overcome functional limitations
* Myths & Facts About Vitamins
* Six Ways to Connect - finding your comfort level for advocacy
Heal: Living Well After Cancer
3102 Oak Lawn Ave. Suite 610
Dallas, Texas 75219
Phone: 214-367-3353
Fax: 214-367-3306
Website: http://www.healtoday.com/index.php
Email: editor@healtoday.com
What's Google Seeing When it Sees Your Site?
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If you're curious to know what Google sees when it views your web site, here's
a quick way to find out: first, type your URL into the Google search bar like
this www.amarketingexpert.com. When the site comes up you'll see the word: cached.
Click on that word, then click on "cached text only" - this will show
you the keywords that Google can read. If you have a flash intro on your site,
you'll find that the spiders can't see a lot of keywords. Check the keywords
against those that do well in your market or represent your industry. Chances
are you may want to make some keyword changes!
41 Blog Success Tips You Can Learn Today
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Here is the third set of my 41 tips that you can implement and benefit from
right away:
21. Build your reputation - Know what you stand for and deliver it consistently
22. Go for keywords - Find out what your readers are looking for and write about it
23. Write compelling headlines - Get attention, promise a benefit, provoke interest
24. Offer full feeds - Attention is more important than page views
25. Interview - Supplement your knowledge by interviewing experts
26. Break news - Be first to a story, let everyone know and see the links flood in
27. Run contests - Contests are fun and build awareness
28. Research, survey and poll - Research results are newsworthy and differentiate
29. Toot your horn - Celebrate successes, send out press releases
30. Monitor your stats - Stats tell you the health of your blog. Where is traffic coming from? Can you do more of what works? Is your blog growing or sliding? There are many free services.
Tip offered by Susan Gilbert, AME's Search Engine Marketing Expert and Web 2.0 company owner, http://www.JoomlaJump.com, which provides Social Networking websites and services.
Book Bits and Bites
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Maybe It's All That Rain? The New York Times notes that the true power center
for books in this country does not rest in Manhattan, but all the way across
the country in Seattle. Yes, the big publishers are in NYC, but Seattle boasts
Amazon, Starbucks and Costco, "three companies that increasingly influence
what America reads." Learn more about Seattle's secret.
War Zone Reading: Think our troops in Iraq don't have time for such leisurely pursuits as reading? You'd be wrong, as the Los Angeles Times noted. Military reporter Tony Pery checked out the titles. Among the popular: Dean Koontz, John Grisham, Stephen King and Scott Turow. Gems unveiled include Jean Bowie Shor's 1955 book "After You, Marco Polo," the tale of a young couple retracing the explorer's trek from Venice to Beijing. The books are often donated by U.S. citizens, so keep them coming! Learn more about what the Marines read.
Take Two: Former NY Gov. Eliot Spitzer's indiscretions are widely known by now, no need to rehash. But Bookreporter's Carol Fitzgerald has a great book-themed view of the whole sordid affair - if the Gov. had spent the money not on hookers, but on books, his library would have an estimated 3,200 additional books - hardcover, no less. Check out the rest of Carol's insights.
Quotable: Thanks to Shelf Awareness for running this gem that we now share with you. "John Irving is as American as apple pie and as a weird as a bucketful of fish eyeballs." - First line of a shelf talker for Hotel New Hampshire at Diesel, A Bookstore, Oakland, Calif., written by Grant Outerbridge, bookseller and editor of the store newsletter.
Blogs Gone Wild
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Did you know there are at last count 70 million blogs, 120,000 of them are created
everyday - that's about 1.4 blogs per second - on top of that you have 1.5 million
posts per day which translates to 17 posts per second! (Data from Technorati.com)
Delivering a Perfect Pitch
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Know your audience
* Whether it is a TV show, newspaper, or magazine, tailor your pitch to fit the content of the medium that you are pitching.
* It is not enough to have written a book unless you can offer a perspective that is pertinent to the show or publication.
* Find your hook and personalize it.
~Tip offered by Aileen Martinez,
Television Producer/Media Consultant
www.mediainsider.tv
aileen@mediainsider.tv
From the Publishing Insider:
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If you are a published author and competing for shelf space in the traditional
marketplace for bookselling, you should stop. To compete effectively for book
sales today you need to follow these five simple steps:
(1) think outside the mainstream
(2) capture consumer information on who buys your book
(3) concentrate on specialty markets
(4) stay away from certain media markets
(5) learn to use the Internet to your advantage.
Each one of these areas happens to be a weakness of the six major New York publishers. Over the course of the next five weeks, I'm going to explore each one of these topics in detail, so stay tuned.
Tip offered by Jerry D. Simmons, a former Time Warner Executive who has worked on thousands of bestselling titles. His latest endeavor: NothingBinding, www.nothingbinding.com, is one of the leading social networking sites supporting the independently published author.
The Scoop on Outbound Links
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It's true that outbound links do not help much when it comes to Search Engine
Optimization (SEO), but they are still a good thing. Here's why: search engines
are looking to see if you are offering something of value on your site. Chances
are if you offer outbound links, Google will see that as a good thing. Every
little bit helps.
Be sure to have links open in a new window so you do not lose your visitor. And be careful that you do not send them away from your Index page - a great place for links is on a Resource page.
This is a great way to give your visitors added value. Just be sure that your links indeed offer something of value! Also, remember to check your site for broken links at least once a month. Broken links affect how search engines index your site and can hurt your page ranking.
Here's a F~REE tool to check for Broken Links: http://www.dead-links.com/
Also, your webmaster should be running a test as well.
Tip offered by Jeniffer Thompson, author of Web Site WOW, Turn Your Web Site Into Your Most Powerful Marketing Tool, www.websitewow.com. Jeniffer is the president of Monkey C Media, a full-service design house specializing in author web sites and book cover designs. Visit her at www.monkeycmedia.com
Tune in to The Publishing Insiders
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Be in the know and hear what publishing insiders Penny Sansevieri, CEO of Author
Marketing Experts, Inc., and Jerry Simmons, a former Time Warner Executive who
has worked on thousands of bestselling titles, have to say about the industry:
http://www.blogtalkradio.com/ThePublishingInsiders/2008/03/28/The-Publishing-Insiders-1
Check Out The Red Hot Blog Tour
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Five bestsellers can't be wrong! In the past six months five of the books we've
put into our Internet campaigns have hit the New York Times bestseller lists.
Will your book be next? Our Red Hot Blog Tour will get you the kind of action
you never thought possible. We'll tour your book on high-traffic blogs with
links back to your site. If you're ready to promote your book on the 'Net, try
our Red Hot Blog Tour today! For more information send us an email at info@amarketingexpert.com
Create A Membership Program For Customers Who Want More Than One Item
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As a growing publisher and author of spiritual, healing, and inspirational books,
I offered five books, two healing guides, and a healing e-course all at the
same time. My customers seemed overwhelmed. I then decided to create a simple
membership program where the customer could get all my writings (over a hundred
dollars worth) in one single order. I threw in some great extras, and I kept
the membership price a low $19.95. This easy solution eliminated the financial
worry and made the choice of what to get an easy one for my customers.
Tip offered by Joe Hurley, author and publisher of the highly acclaimed "When Spirits Dance," along with many other meditation books, e-courses, spiritual articles and cutting-edge guides designed to awaken the soul. Visit Joe at www.TheDivineHeart.com to see his new membership program and other offerings.
It's Never Too Late to Market Your Book!
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Think your book is too old for promotion? Think again. The Internet is ageless.
The 'Net doesn't care how old your book is, in fact we've seen a lot of older
titles get noticed and (more importantly) get the recognition they deserve.
If you think you've missed your window, you haven't. Contact us today for a
free book appraisal and some ideas that will help you rocket your book to success!
Please contact us at: info@amarketingexpert.com today!
How to Buzz Your Book!
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We've designed our products with your success in mind! Regardless of where you
are in your publishing journey, we've got a product that will suit your needs.
Check out our books, special reports, and our audio programs, all designed to
help you reach publishing success!
http://amarketingexpert.com/store/
Get Noticed by a NY Publisher
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How to Get the Attention of a New York publisher! Ready to get their attention?
Then this program is for you. FMI: info@amarketingexpert.com.
What is the Virtual Author Tour?
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If you're still not convinced that the Virtual Author Tour (TM) pays off, consider
these examples: A social networking page we built on Squidoo for one title we
worked with, Rules for Renegades, became so successful it actually outranked
her books page on Amazon. And for another book, our video tour gave Alex Webster
and the Gods 3,500 new incoming links to his website; at the start of the tour
he had practically no visitors to his site.
If you haven't considered touring yourself virtually, you might want to. For more information on how we conduct our Virtual Author Tour (TM), send a quick email to: virtualauthortours@getresponse.com
Reader Tip!
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If you've got a Reader Tip you'd like to share, please send it to penny@amarketingexpert.com
with the subject line "reader tip." Submissions should be 75 words
or less.
WHO ARE WE
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Author Marketing Experts, Inc. is a full-service book marketing, promotion,
and publicity company. We serve authors at all stages of marketing and promotion.
We offer a full range of packages and services to choose from.
To see a price list or schedule a free consultation, send your e-mail to penny@amarketingexpert.com with the subject line "Author Services Info." You can also visit our Web site at www.amarketingexpert.com.
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Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com
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