WWJCD? #1: How to promote your podiobook (or podcast)
April 24, 2008
WWJCD? is a blog series in which J.C. offers advice on whatever the hell’s on his mind. If you have a question for J.C., email him. He may offer sage words of wisdom about your issue (whatever it may be, sweet Christmas) in a future WWJCD?.
I distribute my fiction at Podiobooks.com, and receive a daily email digest of discussions from other Podiobooks.com authors. This digest is a lively, eclectic mix of opinions, insights and gripes. Recently, an author asked for some ideas on promoting his podiobook. I obliged with the reply, found below. While the advice is specific to podiobooks, much of it can easily be applied to traditional podcasting, blogging or other creative endeavors.
So, What Would J.C. Do? Read on to find out….
Here are a few suggestions on how podcast novelists can promote their works. This is based solely on my personal experience.
Promoting to mainstream media is out: Don’t ping them if you’re a newcomer to podcasting, or don’t have many listeners. They don’t get the niche market of podcasting, and they certainly won’t get the nano-niche of podcast fiction. I’ve found that even if you do have large mainstream media outlets covering your work, it rarely translates into more listeners. (I believe this has to do more with the audience of newspapers than the quality/circulation of the publication.)
Promoting to large blogs is out: Unless you’re doing something truly different in the space, save your email clicks. We’re at a point where podcasting and podiobooks are on bloggers’ radars, but announcing the existence of your content isn’t enough. Are you doing something interesting with your audience? Promoting the work in an unusual way? These timely angles are what you need to get coverage. Sadly, just having a podiobook isn’t enough.
Promoting to podcasters is in: This is the only sure-fire way to get new listeners. There is a mighty network of new media entertainers out there, many of them with successful podcasts (and large audience sizes). They got there by promoting their work, and playing promos on their podcasts. If you’re a fan of podcasting, you’re probably familiar with ‘casters who play promos. Reach out to them. If you’re using podcasting to distribute your novel but *don’t* listen to podcasts, get on the frickin’ stick and do so. Make the time to learn the space, the influencers, and who might help you.
Send personalized emails to those who might help: Podcasters pour their passion into their projects, and are rarely paid for their efforts. A form email with no personal touch (i.e., making reference to their work, stroking their egos, etc.) gets deleted every time. Be sincere in your praise, and direct in your proposal.
Release your work on your personal site: Podiobooks.com wisely asks authors to not include podcast promos or “intro chatter” in their episodes. Why? Because that timely information gets dated, fast. If you’re hungry to go beyond the PB.com website with your exposure, release your episodes on your personal site. (Use Libsyn hosting and the WordPress “PodPress” plugin, or equivalent, to do this. Google this stuff; information is widely available.) Promote your content as being available at both your site and PB.com. The episodes streaming from your site can include bonus material, author chatter and more. This engages the audience. This makes you an entertainer. This creates a connection between you and them, and that’s important because….
You must ask your audience to help promote your work: You’re one author. There are only so many hours in the day. By creating a product that engages your listeners beyond the story, you can encourage them to assist you with evangelism. Have them vote up your book at Podcast Alley. Ask them to review your novel in iTunes. Have them burn CDs of the book for friends. Ask them to email pals about your great podiobook. Request that they blog about your work, or post a link on their MySpace/Facebook page. Whatever it is, you’ll be empowering them to help define the success of your work — and you’ll be building a community of engaged fans.
As your podiobook grows in size and success, consider:
- Soliciting fan-created artwork, music, videos, etc. inspired by your story. Post them on your website and thank them by name in your podcast.
- Concocting an online “street team,” where you provide evangelical missions for your audience, and provide public recognition (and swag, if budget permits) for their hard work.
- Creating forums or a Ning community for your audience, so their involvement with your work transcends the podcast.
- Conceive non-traditional ways to promote your podcast that go beyond the “promo play” model.
- Creating a “media kit” with noteworthy milestones, a plot synopses, etc.
Shoot passivity in the head. If you want your work to be heard by more people, waiting for them to show up will get you nowhere. Get proactive, don’t sit still, and shake your ass. Yeah, I know: You don’t have any marketing experience. So what? Nearly all successful podcasters and authors don’t, either. The only way to start … is to start.
Again: Don’t count on listeners “finding” you. Create content — and promotions — so compelling, that they can’t *not* listen to you.
I’m certain that other podcasters and new media entertainers have even more suggestions. Care to share?
VIDEO: The Beta Clone Army
April 17, 2008
7th Son fans are amazing people. They’re supportive, evangelistic, dedicated and creative. It’s that those last two words — dedicated and creative — that I marvel at the most. The 100+ pieces of 7th Son-inspired artwork, music and photos I’ve received during the past two years amazes and humbles me. And now … this.
U.K.-based 7th Son fan Richard Read spent hours compiling photos from my Beta Clone Army page, and assembling them at Animoto.com to create this brilliant music video starring YOU, the proud folk who’ve purchased 7S shirts at Geeklabel.com and sent me photos. Set to Book Two’s anthem (Celldweller’s “Switchback”), this is an amazing showcase of Richard’s creativity and the Animoto service. This video effin’ rocks.
Richard is a photographer and artist. Find his Flickr page here.
Check out the awesome video below, and share it with your friends. My only regret is that I have a few Beta Clone Army photos yet to post on the site, and they’re not seen here. Those faithful fans will be showcased in their own blog post in the days ahead.
Richard, thanks so much for the awesome contribution to the 7th Son Experience. This video is jaw-droppingly cool!
–J.C.
UltraCreatives Interview #11: Mark Jeffrey
April 16, 2008
As J.C. Hutchins promised in his last UltraCreatives episode, this is podcast #2 for today — an interview with the amazing author Mark Jeffrey. Outside the realm of podcasting, Mark is a Silicon Valley success story: he’s an entrepreneur, a savvy networker and a visionary.
But within podcasting, Mark is best known as an author, and one of the first three “inventors” of the podiobook. In early 2005, his book, The Pocket and the Pendant, debuted alongside the works of Scott Sigler and Tee Morris, and set a standard for story and production quality that’s still heard today.
J.C. chats with Mark about The Pocket and the Pendant, how he wrote and podcasted it … and also discusses some of his business ventures, and how they helped shape his novel writing career. Best of all, Mark has an exclusive announcement for the podcasting community and beyond. The UltraCreatives Interview Series is the first announcement of this anywhere, and J.C. was thrilled that Mark came on the podcast to share the news.
Expect a “Beta Clone Army” update episode later this week.
Find Mark Jeffrey on the World-Wide-Everywhere:
- Official website for the Max Quick series
- The Pocket and the Pendant at Podiobooks.com
- Mahalo.com
Promos:
- Mark’s exclusive announcement
- The ScotchCast
UltraCreatives Interview #10: Jared Axelrod
April 16, 2008
It’s an UltraCreatives “two-fer” today: You’re getting TWO interview episodes for the price of one! Today’s first episode is with Jared Axelrod, a podcaster, writer, actor, director, puppetmaker, costume maker — there’s very little this man can’t do, which is why it was a thrill having him on the podcast.
In the podcasting community, Jared is best-known for his “Stories from Free Planet X” podcast. J.C. Hutchins and Jared speak at length about that and his other creative endeavors. It’s a hoot, and you’ll learn a lot about the life of a multi-faceted artist.
There’s tons of news for listeners to learn about, including coverage in The Washington Post and the groundbreaking “audience participation” invitation for all 7th Son listeners for the 7th Son: OBSIDIAN short story anthology … but there’s no time to do it in this episode. Expect an informal “Beta Clone Army Update” episode in a day or two.
Find Jared Axelrod on the World-Wide-Everywhere:
Promos:
- Spiritual Tramp blog
- Magic Wood Works blog
Join the J.C. Hutchins mailing list!
April 14, 2008
This feature has been a long time coming, faithful Beta Clones: I’ve finally collected danged-near every 7th Son listener’s email address I’ve received into a newsletter mailing list.
Since I reckoned some of you have stopped listening to the 7th Son podcast since the trilogy concluded in December — and since current listeners probably won’t mind the occasional shout-out — I created the J.C. Hutchins/7th Son Mailing List to keep you posted on exclusive announcements, author news and more. You’ve got jc-mail, baby!
Yesterday, I released the first newsletter dispatch, which called fans to action regarding the groundbreaking 7th Son: OBSIDIAN audience participation project, in which YOU can create a story for the OBSIDIAN podcast. It’s history-making stuff, folks, and I hope you participate. OBSIDIAN drops in late May.
Further, I’ve been in cahoots with St. Martin’s Press regarding the 2009 print release of 7th Son: Descent and the still-secret Code Phantom novel. They’ll be sending exclusive postcards to mailing list recipients next year. That’s right: consider yourself members of a secret Clone Cabal, and these postcards “orders” for you to march into bookstores and buy copies of my stuff when the time is right. In addition, I’ll be randomly selecting members of the mailing list for exclusive swag prizes! It’s a JC-palooza!
How do you get in on this action? Simply enter your email in the field below. Boom! You’re done! You’ll receive an email from me. In it, you’ll see a link to “edit your profile.” Click it, and fill out the forms — especially your mailing address. If you don’t include this info, you’ll never receive postcards from St. Martin’s Press … and you’ll never be included in drawings for exclusive swag!
If you’re already on my mailing list – like, check your mail now, dude — scroll down to the email I sent yesterday. There, you’ll find a link to “update profile.” Click it, and fill in the pertinent deets. You’ll be set to receive marching orders via postcard in 2009 … and yes, you’ll be eligible for free swag drawings!
So sign up, faithful Beta Clone Army soldiers! You’ll be in the loop on important announcements, and you’ll be ready for 2009, when I invade bookstores not once, but twice!
–J.C.
7th Son covered in The Washington Post
April 12, 2008
It’s been a remarkable two weeks for author J.C. Hutchins. First, his groundbreaking 7th Son: OBSIDIAN project was featured on culture blog BoingBoing.net and sci-fi blog io9.com … and today, reporter Mike Musgrove’s “@Play” column highlights Hutchins’ 7th Son podcast novel trilogy in The Washington Post.
Musgrove’s article educates Post readers on the growing popularity of podcast novels, and how the success of authors like Hutchins, Scott Sigler and others are catching the eye of mainstream publishing.
Of particular note was Musgrove’s coverage of podnovelists’ zero-budget approach to marketing and promotion. The 7th Son Ministry of Propaganda and Hutchins’ open invitation for contributions to the 7th Son: OBSIDIAN experience were specifically mentioned in the piece. Musgrove’s column is fun, informational and authoritative, and highly recommended.
If you’re here thanks to Musgrove’s article, welcome! You can learn more about podcasting — and how to subscribe to the 7th Son Experience and 7th Son: OBSIDIAN podcasts — by visiting the Podcasting Primer page.
7th Son ringtones are HERE!
April 11, 2008
Become a 7th Son viral marketing machine by installing FREE 7S-themed ringtones on your cellphone! J.C. Hutchins has created more than a dozen for your mobile pleasure, and — if fans request it — more will be on the way.
Take a gander at one of the ‘tones below … and be sure to preview the full list of FREE ringtones at the site’s new Ringtones page!
Do it for the Sigler
April 10, 2008
This month, we’re all Scott Sigler fans … and we must show the world we’re a force to be reckoned with. It’s time for a second major sales push for Scott’s novel, INFECTED. If you want to see books like 7th Son receive the promotion and attention (and sales) they deserve when published, then you must get behind Scott and his work, and support him now.
Help us make this happen. Purchase a copy of INFECTED today. By showing the world that a “new media author” can successfully hit the big-time, you’ll help create a paradigm shift in the way mainstream publishing views podcasting and social media promotion. This is mission-critical for the success of novels facing 2009 release, like 7th Son. The industry is watching Scott, and me, and YOU … and the only way we’ll impress them is to get Scott on The New York Times bestseller list.
Do your part. Support new media authors like Scott. Buy INFECTED today.
Become a victim of the OBSIDIAN blackout — and make history
April 9, 2008
Here’s your open invitation: I want you to tell a story set in the 7th Son universe.
In late May, a first-ever in podcasting will be unleashed upon the world: 7th Son: OBSIDIAN, a short story anthology set in universe of my 7th Son podcast novel trilogy. The biggest names in podcast fiction are contributing stories, including best-selling sci-fi authors Michael A. Stackpole and Scott Sigler. If you’d like to learn more about the anthology, click here.
Ahhh, but the “first-evers” don’t stop with these brilliant writers. I’m opening up the 7th Son universe to you, and your friends, and your family — and anyone else who wants to contribute killer content to the OBSIDIAN experience.
How can you play? You gotta believe in this conceit: On November 19, 2007, the U.S. suffered a coordinated terrorist attack, and was plunged into a nationwide blackout. The country devolved into chaos. Power and order were restored two weeks later.
You are invited to be a participant in that November 2007 blackout. I’m opening the gates and empowering you to create content that will appear in the OBSIDIAN podcast and YouTube experience. You can record video of yourself suffering through this mayhem. You can call a voice mail number and leave a panicked message, or a news report from the field. The blackout is real, and it’s happening now.
I’ve already invited dozens of 7th Son fans from around the world to create OBSIDIAN-inspired blackout content. Videos and audio recordings are already online, for your review:
- “Sneak peak” of OBSIDIAN videos at YouTube
- Audio: Shopkeeper
- Audio: “They came…”
- Audio: “Somebody help me…”
- Audio: “Do dark … help me…”
Are you interested in making history and contributing your creative mojo to a fiction project never before seen in podcasting (or perhaps even mainstream publishing)? Rock on. Read on.
What J.C. is looking for: Convincing “found recording” video and audio created by dedicated folks who will play along with the OBSIDIAN concept.
Video Guidelines
- Webcam footage is welcome, but I’m questing for manic night footage of life in America during the blackout. Is your backyard crawling with prowlers? Are there fistfights in the streets? Cannibals in the woods? Enlist friends, raise hell and get it all on tape.
- Videos can be up to 10 minutes long; video quality is not an issue.
- Your video should feel “authentic.” Oscar performances and Steadicam are out. Documentary-style is in.
- Email me via my Contact page and let me know you’re the next Coppola. I’ll tell you how to send me the footage.
Don’t have a vidcam? No sweat. If you’ve got a phone, you’re in.
Audio Guidelines
- Call this phone number: 206-222-9158. Listen to my intro. Leave your “victim of the blackout” voice mail message.
- If you’d rather send me an MP3, not a problem. Hit the Contact page and send it to me.
- I’m looking for more than just panicked victim stories. If you’d like to play a journalist reporting from a network or from the streets, I’m all for it.
- If you can fluently speak a language other than English, I’d love your contribution to be from the perspective of an international reporter, covering the U.S. blackout from afar. Your audio contribution should be “in language.”
- If you speak English in an international accent, your contribution can be one from a radio reporter covering the U.S. blackout from overseas.
- Again, you may email me MP3s. The Contact page can help you there.
Deadline
I’ll need quality time to work with your contributions, so please send me your video or audio by no later than April 30th.
Video that convincingly captures “life during the blackout” will be posted on the OBSIDIAN YouTube channel. The very best contributions will be released in the podcast feed as stand-alone vidcasts.
Audio that convincingly captures the blackout experience will be released in the podcast feed as “mini-casts.”
The not-so-fine print
Now for the low-key caveats. If you commit to the project, you’re granting me permission to use your video and audio for promotional purposes. While I will absolutely not sell your video or profit from it monetarily, you’re granting me permission to own and distribute the video you submit.
The final word
Now, you’re not an actor. You’re not a movie director. But you’re more than capable of creating creative, compelling, “authentic” content, because you are a creative, compelling, authentic individual. Be confident in your abilities. I have absolute trust and faith in you.
So, get ready to make history. Crack out your vidcams and get shooting, or dial 206-222-9158 and get talking. Email me with questions.
And remember: The blackout is here … the blackout is now … and it’s very, very dark out there.
–J.C.
MemeMission #1: Evangelize Sigler & Harwood
April 5, 2008
Welcome to your first MemeMission, JCH.net readers! “MemeMissions” are designed to jazz you up about cool things cooking in the social media space, and help the creators behind them.
As all MemeMissions will be, this inaugural task is easy-peasy, painless and will evangelize a worthy cause.
Your mission, which you must accept: Blast two sites with goodwill for authors Scott Sigler and Seth Harwood. Both were featured in an excellent San Francisco Chronicle article about podcast noveling, and your actions today will raise mainstream awareness in the brilliant work they’re doing.
Visit the SF Chronicle story, “Take My Book. It’s Free.” Spare a moment to read Chris Cadelago’s authoritative piece, and then add a comment to the story. Sign-up is required, but speedy. By commenting on this article, the story will rise in popularity on the site. The more visible the story is, the more uninitiated readers will see it … which helps spread the Sigler/Harwood message. Go there now and comment!
When you’re done, also “digg” the story, found at Digg.com. This double-whammy will help these trailblazing writers find new a new audience and sell more books … and for an author, that’s about as cool as it gets.
Leave a comment when you’ve accomplished this MemeMission! Publicly show your support for these great creators!
–J.C.
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