Category: Publishing

Business, Indie Publishing, Marketing, Publishing, Social Media

The Future Of Book Publishing: Figuring Out The Next Move

Rachel Rueben
The Future Of Publishing
Image via Pixabay

It’s 2018, and 2017 is finally behind us which has a lot of authors wondering, what’s next?  Well, I took out my crystal ball and tried to see what the future holds for the publishing industry?  Will bots replace authors?  Short answer—not anytime soon.  Will AI technology replace word processing software like Microsoft Word and Scrivener?  In a nutshell—not yet.  Do we finally get our jet packs?  Again—not anytime soon.  So what will change next year?  Well, read on and find out…

Prediction #1: No More Superstars

It was pointed out at one news outlet that there were no breakout books in 2017.  Many blamed the slow down due to various political elections around the world and although, that could be the case, it could also be an ominous trend.  One only has to look to the music and movie industries to see where ours is heading post digital revolution.  For the past ten years, shelf space at brick and mortar stores has been disappearing and there are no indications that trend will cease.  When Barnes & Noble announced they would focus less on books, and applied for a liquor license, the publishing industry shuddered.  Amazon alone, now controls 71% of the ebook market, and accounts for 37% of all print book sales in the U.S. and has no serious rivals as of this posting.  This leaves the publishing industry at a huge disadvantage.

Major publishers are finding it harder and harder to introduce new books to the masses which has them turning to their backlists in order to make a profit.  Also, it’s been reported over the past few years, that midlist authors are being unceremoniously cut loose by major publishers.  So what does this mean to indie authors?  It means that the industry is getting careful about their spending and they’re doing everything they can to squeeze every last dime out all of their intellectual properties.  Many authors will have to either move on to another line of work, or seriously consider self-publishing.  This will ultimately mean more competition for indie authors.
In fact on the Creative Penn, this was discussed and the conclusion was made that the superstars like J.K. Rowling and Stephen King will become a thing of the past.  Mainly, because there won’t be any money to invest in an author’s career anymore.  This will lead to self-publishing becoming a default setting in an author’s early career.  In other words, self-publishing will become the norm and the only way to get a contract with a large publisher. That’s if large publishers can remain relevant.

Prediction #2: Social Media Is Going To Get A Lot Harder

In October, Facebook, began dividing their user’s newsfeeds in two, between personal and promotional posts in an experiment.  Without warning, people in six countries found their newsfeeds had changed, dramatically.  It was similar to what email services like Gmail and Outlook, did when they divided their inboxes between promotional and primary tabs.  Though Facebook says it doesn’t plan on rolling out these changes to every single country just yet, it does makes sense to begin shifting your marketing plan away from your page and possibly focus more on Facebook groups or maybe consider spending money to get your posts seen.

Prediction #3: Authors May Turn To Mobile Apps & Texting Services To Reach Readers Directly

With the effectiveness of email and social media marketing coming into question, those authors who went mobile won’t sweat it too much.  Believe it or not, apps and texting services aren’t for big businesses anymore, celebrities, athletes and even musicians are embracing the technology.  Romance author, H.M. Ward, said during an interview at the Self-Publishing Formula that most of her readers open her emails on their phones which is why she has a texting service to reach them now.  However, she does also say that your list has to be worth it (profitable) to warrant the expense.  The good news here is, is that these options are becoming less expensive with each passing year which, is perfect timing for authors looking for a new way to connect directly with their readers.

Prediction #4: AIs Will Make Books More Accessible   

You’ve probably heard by now that podcasts and audiobooks are very popular in this busy world we live in.  Instead of mindless corporate playlists on the radio, people are listening to niche podcasts and even audiobooks on their way to work, or at the gym.  Amazon saw this coming and developed their AI, Amazon Echo, to easily link with their ebooks and Audible library.  So readers can now have their audiobooks accessed and played while, ebooks can be read by Amazon’s AI for free.  Google and Apple are likely going to follow suit because they also have AIs and a somewhat healthy book catalog.  In fact, it’s believed that AI technology will only continue to evolve and affect every area of our lives from healthcare, to warfare.  Physicist and author, Stephen Hawking, has gone on record predicting that AIs will eventually take over the world.

Prediction #5: Virtual & Augmented Reality Will Present New Opportunities

In October of 2017, Harry Potter fans were treated to a thrill when Google announced it would be offering on their virtual reality platform Daydream, a gaming adventure based on the book series.  Also, this past year, The Washington Post, published an augmented reality article based on the Freddie Gray case.  It’s believed that in the future, media outlets will begin using augmented reality more in order to present complex stories.  As if that weren’t enough, The Washington Post also has a robot reporter who already published 850 articles.  Called Heliograf, it is being used to free up staff from redundant projects as well as helping with big data sets.  So what does this all mean?..

It means that it’s not beyond reason that publishers could use this type of technology when presenting both fiction and nonfiction books.  Several decades ago, publishers were producing choose your own adventure books where an author would write alternative endings to a story and readers would decided which one they wanted to follow.  This was popular for a short while but it may be revived if technology evolves.  That could mean interactive books will take on a whole new dimension and authors, as well as publishers, will have a new potential income stream.

It also means that big data is going to play a larger role in aquisitions, meaning data trends will soon play a role in how much a publisher will pay for an intellectual property.

In Closing

I hope I gave a balanced view of the future, there is a lot for indie authors to look forward to as well as several challenges.  Isn’t that always how reality goes?  Now, I’m handing the mic to you, if have any predictions of your own, add them in the comment section.

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Book Promotion, Marketing, Publishing, Social Media, Writing Business

Why Authors Need To Learn Social Media: The New Reality

Rachel Rueben
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Image via Pixabay

Lately it is becoming more and more common place for agents and publishers to assess an author’s platform before signing them.  That means they are looking for authors who can reach the readers they are targeting.  In fact at the Digital Book World Conference & Expo in 2017, representatives from Hachette and Perseus admitted they are checking out author platforms and social media engagement then reporting those findings at their acquisitions meetings.  Like it or not, publishers are using social media as a measuring stick so wouldn’t be nice if we could impress or at least pass the inspection?

While doing research for my upcoming book Social Media Hacks for Authors, I came across several resources, in the form of courses and tutorials that can help authors who struggle with social media.  And here’s the plus, many of these resources are available for free directly from the social media sites themselves!  I understand that many authors can’t afford the more expensive social media courses so I went on a mission to find the help we all need for free or at the very least, real cheap.

Below I list several resources and no, I’m not affiliated with any of the services or products mentioned.

Direct From The Horse’s Mouth

Did you know that Facebook has its own set of video tutorials that cover everything from advertising to analytics?  Twitter, also has a Skillshare video featuring their marketing manager Sandra Vega and you can view it for free.  Below I list the top 7 social media sites in the English speaking world.

General Social Media Courses

If you want to go further in your education there are several websites that will help you with your social media marketing.  The course topics range anywhere from content creation to targeted marketing.  Some of these are free while others have both free and paid options.

Tip:  Take advantage of the free material and later, if you feel like taking a more targeted course like Mark Dawson’s Advertising for Authors then go for it.

In Closing

Don’t be discouraged if you’re not an overnight sensation because building a following takes time nonetheless, you do have to start.  Gone are the days where social media was optional, today’s authors are expected to have an online presence no matter if they choose to go the traditional route or not.  Yes, this is more work but it is also a good thing because whether we choose to go traditional or not, our audience will follow us, not our publisher.  It’s this connection to your audience that is the key to a long-term career and isn’t that what we all want?

Advertising, Book Promotion, Indie Publishing, Marketing, Networking, Publishing, Social Media, writing

How To Market Your YA Book Part 2

Rachel Rueben
Book Marketing
Image via Pixabay

A few years ago, I wrote about marketing a YA novel and since then lots of things have change.  For one, there are more marketing avenues as well as many more pitfalls.  When I wrote that post in 2013, mobile phone usage was on the rise worldwide and tablets were new.  Fast forward 4 years and mobile phones are a necessity, while tablets are now being used by cats and infants.  I kid you not.

In this post I answer the questions, where are the young people and what do they want?  Also, I address some important trends that are revolutionizing the publishing industry.  So let’s get started…

More Media, More Problems

In the past few years, Facebook, has reigned as the undisputed king of social media with over two billion monthly users but it does have competition particularly, when it comes to reaching young people.  However Facebook tried to resolve that issue by purchasing two popular apps Instagram and What’s App.  Despite that, it’s still hard to find teens on Facebook itself, preferring; Instagram, Snapchat, Kik or Periscope, to the overpopulated, Facebook.  These newer platforms have a growing and active user base of 13-34 year olds, which has the attention of online marketers looking to reach Gen Y and Z.

Why do young people favor these sites you ask?  Because most of them have richer forms of content like video and gifs which are ideal for quick scrolling.  You know they say, a picture is worth a thousand words and this is especially true for short videos which dominate the feeds of most teens.  That means if you want to reach this demographic, you’ll have to use visuals like video and eye-catching images.

Short Is The New Long

The trends in publishing on both the adult and teen market is shorter, serialized books.   In fact, many online retailers have launched programs like; Kindle Singles, Kobo Exclusive Shorts and Nook Snaps which all feature short books.  Even bestselling author James Patterson, has begun focusing on shorter and cheaper works.  It seems those within the publishing industry have been watching indie authors closely.

Your Advertising Has To Be Different

Indie authors have been told to build a strong brand which is good advice but most teens say they don’t feel connected to any particular brand.  In fact, they say most brands don’t understand them at all and sadly, they’re right.  Gone are the days where you could just yell BOGO (Buy One Get One) and get someone’s attention.  Today, the question is can you contribute to the conversation teens are having or are you just trying to take it over?  The advice that most marketers give today is to make your ads look like native content which basically means that your ads shouldn’t look like ads at all.  Your advertising has to add to the conversation —their conversation.  So if your book can’t mesh with what teens are talking about, then it may not be as marketable as you think.

Young People Don’t Wish For Diversity, They Demand It

We live in a global society and this generation of children has grown accustomed to being exposed to different cultures and customs.  Gone are the days of living in a homogenized bubble, young people want to explore and learn, if you can provide these things, you stand to make a splash.  In 2014, the hashtag: #WeNeedMoreDiverseBooks became a movement when a Twitter discussion about the lack of diversity in the children’s genre went viral.  Several major publishers finally heard the cry and began publishing books with diverse worlds and characters.  Since then books like Listen, Slowly, by Thanhha Lai, and The Jumbies, by Tracey Baptiste, have rose to the top of the bestsellers list.

Social Media Influencers Are The New Celebs

Gone are the days where the radio or television executives chose the next big star today, algorithms and SEO determine who gets an audience and who won’t.  The party is online for teens and young adults, because the internet offers them a plethora of choices that traditional media just cannot.  Many of these choices are DIY Youtube channels and Snaps where regular people entertain, post tutorials and review products.  I talked about this in a previous article called: Booktube for Indie Authors which opened the eyes of a lot of authors who knew nothing about this subculture of book reviewers.  To the shock of many marketers, teens consider Youtubers legitimate celebrities right along the lines of Taylor Swift and Kylie Jenner.  This means that to teens, Booktubers are seen in the same league as the New York Times reviewers.

Young People Aren’t Difficult, They’re Different!

This paragraph may anger a few people but I have to tell it like it is.  Many older people fall into the same trap of previous generations who criticized or dismissed their youth and did so at their own peril.  When the World War II Generation ignored the Baby Boomers (think Vietnam), they in turn were ignored and marginalized later on in politics, and pop culture.  If you don’t try to understand this generation then everything they say and do will be foreign or scary.  You will miss out on modern culture and even risk losing an opportunity to make relationships which is the backbone of any marketing strategy.  So don’t run from them, do your best to understand them, who knows maybe they will take the time to listen to you as well?

Business, Publishing, writing, Writing Business

Should Indie Authors Write According To The Trends?

Rachel Rueben
pinterest_a1c55566a5
Image Via Pixabay

 

It’s controversial advice that’s been given to authors since nearly the beginning of the printing press, and that is to write according to the trends.  Most authors scoff at the idea citing that by the time they write this trendy story, and publish it, the trend will be over.  Sadly, they’re mistaken, it’s traditional authors who are restricted by the time constraints of corporate publishing.  Indie authors are flexible and have time on their side, if we don’t catch the first wave, we can always catch the next.

Besides trends are usually patterns, patterns that have repeated themselves over and over since the days of the Greek bards and campfires.  Let me show you…

Trendy or Familiar?

The first modern romance novel made its debut in 1740, it was called Pamela, by Samuel Richardson.  Since that time the story has been retold by generations of authors such as Jane Austen, Margaret Mitchell, Daphne du Maurier and even E.L. James.  But why?  Why do authors keep writing the same story and more importantly, why do readers keep reading those stories?  The prevailing theory is that the reader is trying to recreate or recapture a feeling.  That makes sense because according to Psychology Today: “When evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, objective facts).”  This means readers gravitate towards the familiar but is that really a surprise?  If a certain book made you feel good about yourself or the world around you, why wouldn’t you want to repeat that experience over and over again?

Trends aren’t new to the publishing industry in fact, there are people who get paid big money to predict them.  There are patterns in every market whether it be real-estate, tech, or retail but if you are observant enough you can predict them too.

Everything Has Been Done Before—Everything!

Think your work is original?  Hardly, just ask any agent or editor who reads unpublished manuscripts for a living and they’ll tell you nothing is original.  They’ve seen werewolf billionaire erotica and even self-help books on sex in the afterlife.  Your book is probably not going to shock anyone let alone, surprise them.  Besides, they’re really not looking for originality, they’re looking for profitability.

Trendy or Cyclical?

Since the days of Homer and the Bible, salacious stories have been the norm in human literature.  E.L. James wasn’t the first to write about BDS&M try the Marquis De Sade or Anne Desclos.  Think thrillers are a bit too violent and filled with sex these days then, try the Iliad or the Cypria.

I’ll break this down even further: In 1990, vampires became huge when a series of Anne Rice’s novel Interview With A Vampire went to the big screen.  Then two of the biggest stars Tom Cruise and Brad Pitt, were cast as the lead characters and the movie made a fortune so a few years later Queen of the Damned, was released.  History went on to repeat itself in 2008, when Stephanie Meyer’s vampire novel Twilight, was release and made into a series of movies as well.

Around that same time in the 90’s several of Danielle Steel’s romance novels ruled the bestsellers list and were eventually made into television movies.  Today, Nicolas Sparks and Nora Roberts, are enjoying that same success in the 21st century.  Noticing the cycle here?

Here is a small list of the genres that become trendy over and over again.

  • Romance
  • Erotica
  • Horror
  • Sci-Fi
  • Thrillers

How Authors Can Use Trends To Their Advantage

If you’ve already published an erotic novel and that genre becomes trendy again, you could relaunch with a new cover and maybe even a new title.  Your book doesn’t have to be brand new, many indie authors have relaunched books from their back catalog and found great success.  Why not cash in on a trend when the opportunity strikes?

Another thing to consider is to anticipate reoccurring trends, we all know that vampires will eventually come back.  Ever since Bram Stoker published his novel Dracula, in 1897, they have been making their rounds.  The same goes with romance novels that feature rich men and virtuous (virgin) women, remember Pamela?  Sure these books get modernized but the basic elements are always there because the publishing industry won’t mess with a sure thing.        

A Final Thought

I believe authors recoil at trends because of the notion of selling-out but there is no such thing in the business world.  Remember as an indie author you are a publisher and you need to understand the industry or suffer the consequences.  Every year millions of people start businesses all over the world and most of them fail.  Don’t be that business, take advantage of all of the opportunities that present themselves.  Don’t be shy and don’t apologize for making money with your art.  *Stepping off soapbox*

Beta Readers, Book Reviews, Indie Publishing, Marketing, Publishing

Why Book Reviews Are Important: The Stats

Rachel Rueben
why-book-reviews-are-important
Image via Pixabay

Recently, there was an article in Publisher’s Weekly, which featured a literary agent giving his opinion on book reviews.  It was called, “Why Most Amazon Reader Reviews Are Worthless” and despite what the title implies, I agreed with some of his views.  In it, he talked about how publishers used to con their way on to the NY Times bestseller’s list by purchasing books at the outlets they knew the NY Times used to gauge their list.  He then compared it to today’s Amazon algorithm which favors quantity over quality and drives some desperate authors to purchase reviews.  Anyway, he’s right the system is corrupt and always has been but reviews still matter when it comes to online marketing.  Let me show you how…

Reviews Aren’t Important, They’re Vital!

Today’s consumer usually does their research before making a purchase and online reviews either motivate them to buy a product or walk away.  Reviews in fact help them learn about your book from people other than you.  According to a 2014 survey by Bright Local, consumers are 84% likely to trust an online review as much as a personal recommendation.

So how many reviews does it take to form a positive or negative opinion in the mind of the consumer?  According to the survey, after ten reviews 88% of customers have already formed an opinion of a product.  So good reviews are important, don’t let anybody tell you anything different.  In fact, I’ve seen several authors incorporating Amazon reviews onto their websites via widgets.  Another technique I noticed is authors building a sales page for their book and including reviews right after the blurb.  Bestselling indie authors Bella Andre has her reviews right under her blurb as does J.F. Penn.

2-5-stars
Image via WikiCommons

Faking It Until You Make It Or Social Proof?

It’s been said by some marketers that people are sheep and will follow a crowd and sadly it seems to be true in certain aspects.  An old trick used by new restaurants desperate for buzz, was to hire people to stand in line or sit at tables to make the place appear busy.  Even if an identical restaurant was across the street serving the same food, the one that appeared busy was always chosen by patrons.

The psychology behind social proof is the idea of social influence, people following the crowd in order to avoid ridicule or missing out.  And it’s not limited to restaurants, in October of 2016, talk show host Wendy Williams, admitted to hiring screaming teenagers to stand outside of her studio and sit in the audience for pop star Justin Bieber’s television debut (at the 18:10 mark).  She says, they did it to make him look like a big deal.  This practice is called astroturfing and it’s used by politicians, corporations and yes, even artists.

This type of thing isn’t exclusive to show business, there are authors over the years who have used smoke and mirrors to inflate their image. For example, it’s been alleged that sci-fi author and founder of Scientology, L.Ron Hubbard’s followers purchased his books by the dozens to make him appear like a big deal after his death in 1986.  By the way, this  kind of stuff is considered black hat (unethical) marketing but that doesn’t stop a lot of desperate people who need that fifteen minutes of fame.

Back To The Point…

The reason why celebrities and artists do this is because it works.  I don’t recommend you buy fake reviews and astroturf your Amazon page because with technology today, that can be easily detected.  However I do recommend that you try to get at least ten good reviews in the beginning.  I know of authors who passively solicit for reviews years after their book’s been published.  Imagine if you pitch ten reviewers per week and only half of them respond, you’ll still have five new reviews per week.  That adds up to 260 at the end of the year.  Also, don’t stop at Amazon, try to get good reviews on Goodreads, as well as any other major outlet your book is sold.

In Closing

I know we grew up thinking that books made it to the bestseller’s list based on merit and popularity but that’s not 100% true.  The missing piece to this equation is hard work and smart marketing, you don’t have to be sleazy and trick people into thinking your books are popular.  If you’re in this for the long haul and want a career in publishing, then time is on your side.  I believe people who focus on their fifteen minutes of fame are selling themselves short.  Most readers these days don’t care if a book was a NYT bestseller, that’s been proven, but what does matter is if you connect with readers through your work.  The readers matter the most, not the lists or awards because without our readers all those things are meaningless.  This is the biggest reason why genuine book reviews not only matter but are vital.

Blogging, Book Promotion, Marketing, Networking, Publishing, Social Media

Why Bother With A Platform? Hint: It’s Not About You!

Rachel Rueben
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Image via Pixabay

When I first started out in 2007, many of the marketing gurus told writers that a website was optional.  Some of them were telling writers that Facebook or LinkedIn were more than enough for a web presence.  But a lot has happened since then and with social media sites charging for visibility, it’s nearly impossible to reach an audience organically.  Also, there’s the control issue, does a business owner (you) really want a middleman controlling when and if you have access to your readers?  So today the advice is to get people FROM social media on to your newsletter or website.

This doesn’t mean abandon social media completely, what they mean is have other avenues that you can rely on to get your message out there like podcasts, blogs and of course newsletters.  If you can only reach your readers via Facebook then you might want to take things to the next level and start branching out.

I can already hear you all asking: why are we doing all this work?  It’s hard and at times tedious, well I’m glad you asked…

Reason 1:  Information Gathering

I know many authors are blogging and on social media believing they’re there to build a massive platform (whatever that means to them) but that’s not exactly why.  The truth is you’re reaching out to readers because you need to learn from them.  And by the way, social media is a great place to mine data from customers (readers).  As you put your life and thoughts on display, you should be exchanging information with your readers, so try asking them questions (open ended ones) such as:

  1. What authors are you reading?
  2. Name one personal pet peeve you have about modern books?
  3. Who are the most influential authors today?
  4. What kind of stories do we need to see more of?
  5. Which book character deserves closure and why?

Author H.M. Ward once discussed meeting with a New York publisher and when she began talking about her demographic, she was astonished when one of the executives asked her, “How do you know this?”  Well duh, she monitors her social media and newsletter analytics.  By the way, she has over 50,000 subscribers on her email list and over 59,000 Facebook fans.

If you feel like you don’t know what to say, study the indie authors who are good at connecting with their readers people like; Mark Dawson, Bella Andre, Adam Croft and Marie Force.   Look at their social media accounts and subscribe to their newsletters and see what they’re doing right.

Reason 2:  Showing Your Expertise

This is particularly for nonfiction authors who need to show their knowledge of a given subject.  A platform gives you a non-censored channel that you can use to educate or inspire.  It also gives you an opportunity to connect with other thought leaders in your field.

Reason 3:  Promotion… Of Others

It goes without saying that promotion is one of the main reasons authors build a platform.  However your books aren’t the only thing you can promote, you can promote other authors, there are tons of them out there who have little to no support, and a shout-out or friendly word never hurt anyone.  Another good idea is to promote your readers, these are the people who should get regular shout-outs.  Thank them for their positive reviews and support.

Reason 4:  All The Cool Publishers Are Doing It!

Over the past few years, several major publishers like Penguin Random, Guardian Books and even Harlequin have started their own podcasts.  Those same companies also have newsletters and social media sites even though they’re already household names.  Despite what a lot of authors think, they’ve been watching indie authors closely and have been taking notes. This means we indies need to step up our game, and that requires us to learn from each other.

In closing, if you learned anything I hope it was that you can’t depend on anyone to reach and build your audience.  This is your job no matter if you’re a traditionally published author or an indie.  It’s your job to know who your readers are and what they want.  This is what a platform is really about, it’s not about stats or image, it’s about connecting and building relationships, real ones that will endure your entire career.

Book Promotion, Book Reviews, Business, Marketing, Networking, Publishing, writing

How To Find Who & What You’re Looking For

Rachel Rueben

 

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Image via Pixabay

Several years ago I wrote an article called, “How to Get Featured or Reviewed on Amazon” and it became very popular.  Recently, it was pointed out that I left out an important fact like names of various departments.  That was my mistake but later on, I encountered another author who was having trouble finding email addresses at a popular P.O.D. company.  It was then I realized there was a much deeper problem and that is, many indie authors can’t do deep research.  Now I come from a freelancing background where finding people who don’t want to be found is just part of the job.  However, we all come from different backgrounds and this kind of stuff isn’t taught in school, even though it really should.  Today, I’m going to help you find people who are hard to track online also, I’m going to go over the fundamentals of sending out an ARC or pitch. So buckle up, because we’re going sleuthing.

Tip #1: Before You Start You Need To Look The Part

When approaching a person like a book reviewer or editor, you must present yourself like a professional.  That means using a professional email address with your domain’s .com such as: JoeShmoe@YourPublishingCompanyName.com.  Most authors have a domain for their pen names but not many have one for their publishing company.  I bring this up because there are still book reviewers and editors who exclusively review trad pub books.  That means no indies allowed.  So like it or not, we need to create a company for our publishing business and that entails building a website and having a professional email address if we want to bypass the snobbery.

Here are the most popular sites for buying a domain and setting up a professional email address for your business:

Tip #2: Don’t Forget To Include A Kit With Your ARCs

Once you’ve gotten passed the gates, you need to bring the goods.  I was amazed at how little authors knew about sending out their work, none of the ones I spoke to ever included a book/press kit or formal letter with their books or ARCs.  How is someone supposed to know who you are let alone where to find you?  Authors can’t assume that a busy professional is going to bother Googling them, many of them just don’t have the time.  You need to introduce yourself and your company then give them what they need whether it be an ARC or a book.  Here’s an article you should read on the topic by Savvy Writers & E-Books Online.

Tip #3:  How to Find Names

Most companies have a corporate website or blog and there, they have listed the names of employees and the departments in which they work.  Also, most magazines and publishers have a page where they list their masthead which is really convenient but not every place is this transparent.

If you can’t find a masthead or corporate website, then you can always check out LinkedIn, there they have a search engine which can help you find your target.  Just enter the name of the company and start filtering the results to reflect certain terms like department and job position.

If that doesn’t work then you can always pick up a phone and call customer service or the information desk and ask them for the info you lack.  But if you’re feeling really bold, you can ask to be connected to the correct department and speak directly to your target.

Tip #4:  How to Find Email Addresses

Before we go any further let’s get one thing clear: You are never to email someone’s personal address.  It makes you look unprofessional not to mention desperate plus, they may report you.  The resources listed here are simply for trying to figure out work email addresses at a large corporation.  Most journalists and freelancers use the following services:

Tip #5:  Always Remember You Are Not Bothering Anyone!

People who work at a company get paid to do certain tasks and unless you’re preventing them from doing that job, you’re probably not annoying them.  If you are professional and courteous to them, then you’ve done your part.  And as an indie author it is your job to promote your books so it makes sense to leave no stone unturned.

Tip #6:  A Warm Introduction Trumps A Cold Pitch Any Day

Despite what many people think, it takes a lot of courage to become an indie author, because we constantly have to put ourselves out there.  Without a middleman, it’s up to us to reach out to the influencers in our industry.  If there is a book blogger or editor at a magazine you want to contact, do it, just be smart about it.  If they have an online community join it, if they have a social media presence, follow them.  Remember a warm email or pitch is always better than a cold one.  I talked about this in a previous article “How to Approach & Pitch Social Media Influencers” and it’s worth giving a read.  Another helpful article is “Before You Pitch a Book Reviewer: 6 Tips Most Authors Ignore” it’s filled with tips that writing professionals need to know.

I hope this helps, and if you have any questions please ask in the comments section.