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The Book I HAD to Write - What do you need to know about marketing your book in 2024? with Kathleen Schmidt

What do you need to know about marketing your book in 2024? with Kathleen Schmidt

02/21/24 • 34 min

The Book I HAD to Write

Last year, I came across an essay called “Book Publishing is Broken” by today’s podcast guest, Kathleen Schmidt .

Using her decades of experience in book PR & strategy, Kathleen laid out several reasons why traditional publishing fails writers. (If you haven’t already read that post, you’ll get to hear Kathleen’s reasons in our interview).

And the essay really stood out...not just because Kathleen presented solutions to the problems she diagnosed...but also because her perspective was clear-sighted, well-informed, but also so honest, direct, and personal.

I’ve been hooked on Publishing Confidential , Kathleen’s Substack newsletter, ever since. With over 5,000 subscribers, I think of it as one of the must-reads for any writer looking to understand today’s publishing landscape.

In our interview, we talk about that landscape, about the utility of hiring an independent publicist, and the value of creating work that reaches beyond traditional media outlets.

We also discuss why memoirs are one of the hardest categories for agents to sell right now, and what authors can consider to make their books more marketable.

Kathleen Schmidt is the Founder and President of Kathleen Schmidt Public Relations, a boutique firm specializing in branding, PR, marketing, consulting, and business strategy for authors, publishers, and booksellers. She also writes and publishes the Publishing Confidential newsletter.

Warning: this episode includes a brief mention of suicidal ideation. If you or someone you love is struggling with a mental health crisis, you can contact the National Suicide Prevention Lifeline at 1-800-273-TALK (8255). (In Spanish, dial 1-888-628-9454).

Some of my biggest takeaways:

Publishing too many books and lack of marketing support are primary reasons why the industry struggles.

Publishers produce more books than the market can sustain, often neglecting to back many with substantial marketing efforts. "They publish far too many books," Schmidt states unequivocally. It's a perplexing situation that challenges authors and industry insiders alike. The ramifications of this are profound—not just for the discoverability and success of individual titles but for the long-term sustainability of publishing entities themselves.

Schmidt expresses her consternation over the lack of direction regarding advances and acquisitions: "It's all kind of garbled and I feel like if you're not able to pay authors an amount that they can live on, what are we doing?" These pivotal industry dynamics are not just numbers on a spreadsheet but represent the livelihoods of creatives whose stories shape our culture.

Authors need to participate actively in the marketing and publicity of their books, using strategies tailored to their specific audience.

In the digital age, a robust social media presence is often considered non-negotiable. But where should authors concentrate their efforts? Schmidt advocates for targeted strategies—"find where your audience lives when they're not reading books"—and identifies threads and Instagram as effective platforms. However, she aptly recognizes that "every author should do" does not mean straitjacketing all writers into a one-size-fits-all approach. Instead, authors need to be authentic, engage with their readers, and leverage digital surrogates when necessary to carry their message.

Schmidt's distinction between pitch-focused publicity versus sales-driven strategies underscores the complexity of book marketing in the current landscape. "I am the publicist who thinks about how are we going to sell the book?" she poses, aligning author success with commercial viability and practical application.

Memoir faces challenges due to market oversaturation and authors should consider additional angles to be sellable.

The realm of memoir publishing is undergoing profound change, leaving many authors pondering the fate of their personal stories. With the market oversaturated by similar stories, distinguishing a memoir requires more than just a riveting life story—it requires a unique angle or an additional layer of value such as the 'Memoir Plus' concept.

Schmidt pushes authors to grapple with the real question: "is it a book or is it an essay?" This discernment is crucial in a world where the distinction between public sharing and a publishable memoir is increasingly blurred by the constancy of social media narratives. The trend now demands memoirists to consider if their life narratives are enough to stand alone as books or if they are better shared in smaller, perhaps digital, formats.

"Know who your audience is. Be very specific about that ...

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Last year, I came across an essay called “Book Publishing is Broken” by today’s podcast guest, Kathleen Schmidt .

Using her decades of experience in book PR & strategy, Kathleen laid out several reasons why traditional publishing fails writers. (If you haven’t already read that post, you’ll get to hear Kathleen’s reasons in our interview).

And the essay really stood out...not just because Kathleen presented solutions to the problems she diagnosed...but also because her perspective was clear-sighted, well-informed, but also so honest, direct, and personal.

I’ve been hooked on Publishing Confidential , Kathleen’s Substack newsletter, ever since. With over 5,000 subscribers, I think of it as one of the must-reads for any writer looking to understand today’s publishing landscape.

In our interview, we talk about that landscape, about the utility of hiring an independent publicist, and the value of creating work that reaches beyond traditional media outlets.

We also discuss why memoirs are one of the hardest categories for agents to sell right now, and what authors can consider to make their books more marketable.

Kathleen Schmidt is the Founder and President of Kathleen Schmidt Public Relations, a boutique firm specializing in branding, PR, marketing, consulting, and business strategy for authors, publishers, and booksellers. She also writes and publishes the Publishing Confidential newsletter.

Warning: this episode includes a brief mention of suicidal ideation. If you or someone you love is struggling with a mental health crisis, you can contact the National Suicide Prevention Lifeline at 1-800-273-TALK (8255). (In Spanish, dial 1-888-628-9454).

Some of my biggest takeaways:

Publishing too many books and lack of marketing support are primary reasons why the industry struggles.

Publishers produce more books than the market can sustain, often neglecting to back many with substantial marketing efforts. "They publish far too many books," Schmidt states unequivocally. It's a perplexing situation that challenges authors and industry insiders alike. The ramifications of this are profound—not just for the discoverability and success of individual titles but for the long-term sustainability of publishing entities themselves.

Schmidt expresses her consternation over the lack of direction regarding advances and acquisitions: "It's all kind of garbled and I feel like if you're not able to pay authors an amount that they can live on, what are we doing?" These pivotal industry dynamics are not just numbers on a spreadsheet but represent the livelihoods of creatives whose stories shape our culture.

Authors need to participate actively in the marketing and publicity of their books, using strategies tailored to their specific audience.

In the digital age, a robust social media presence is often considered non-negotiable. But where should authors concentrate their efforts? Schmidt advocates for targeted strategies—"find where your audience lives when they're not reading books"—and identifies threads and Instagram as effective platforms. However, she aptly recognizes that "every author should do" does not mean straitjacketing all writers into a one-size-fits-all approach. Instead, authors need to be authentic, engage with their readers, and leverage digital surrogates when necessary to carry their message.

Schmidt's distinction between pitch-focused publicity versus sales-driven strategies underscores the complexity of book marketing in the current landscape. "I am the publicist who thinks about how are we going to sell the book?" she poses, aligning author success with commercial viability and practical application.

Memoir faces challenges due to market oversaturation and authors should consider additional angles to be sellable.

The realm of memoir publishing is undergoing profound change, leaving many authors pondering the fate of their personal stories. With the market oversaturated by similar stories, distinguishing a memoir requires more than just a riveting life story—it requires a unique angle or an additional layer of value such as the 'Memoir Plus' concept.

Schmidt pushes authors to grapple with the real question: "is it a book or is it an essay?" This discernment is crucial in a world where the distinction between public sharing and a publishable memoir is increasingly blurred by the constancy of social media narratives. The trend now demands memoirists to consider if their life narratives are enough to stand alone as books or if they are better shared in smaller, perhaps digital, formats.

"Know who your audience is. Be very specific about that ...

Previous Episode

undefined - The past is every bit as unpredictable as the future, with Abigail Thomas

The past is every bit as unpredictable as the future, with Abigail Thomas

In this converation with memoirist Abigail Thomas, we discuss the backstory of writing Safekeeping, and that now-classic memoir was initially turned down by all the editors the book was sent, except for one.

We talk about how crafting a memoir-in-fragments like Safekeeping allows a writer to depict memories in a way a more conventional structure doesn’t permit. She talks about why writing what you don’t remember is as important as what you do; and the value of following what interests and obsesses you, even if it doesn't seem to go anywhere at first.

Thomas’s is one of the great voices in memoir—shrewd, warm, devoid of self-pity—and like all wise teachers, she imparts insights about a life well spent, even when talking about a book well-crafted.

This conversation was recorded in 2022 and just updated.

Abigail Thomas is the author of several memoirs, including Safekeeping, A Three Dog Life, What Comes Next and How to Like it, and most recently Still Life at Eighty, as well as three works of fiction: Getting Over Tom, An Actual Life, and Herb’s Pajamas.

Some of my biggest takeaways

“Chronological order makes little sense to me...”

Most of Thomas’s memoirs eschew the conventional chronological approach, opting instead for fragmented structures that mirror the way memory works. Abigail Thomas believes that "life has been lived like a series of moments," and memoirs are stronger when they reflect that.

"Well, I will confess that I have a poor memory, except for the things I remember. So putting them in chronological order makes very little sense to me. It's why this now? Why am I thinking of this now? Why this memory? Write it down. You'll find out why. The trick is not to boss them around, you know. Just let them come, and they will."

This memoir-in-fragments approach unexpectedly draws the reader in

Safekeeping, for example, is comprised of dozens of short sections—some four or five pages, others as brief as a single sentence. Then there’s the narrator herself, frequently switching between past and present tense, or between first- and third-person.

With all that lack of connective tissue, all that shifting of tenses and point-of-view, you’d expect the narrative flow to be constantly disrupted. Instead this approach creates a genuine connection with readers, in part because it invites them to piece together the narrative puzzle

The key to writing a great memoir-in-fragments is to have a strong, unified voice

Married for the first time at 18, remarried at 27—Abigail Thomas’s life was full of wrong turns. She had a lot of living under her belt. Yet the narrator here keeps things light and crisp, avoiding self-judgment. Instead, here the persona is vulnerable, startlingly honest, unsentimental, wry, and above all, entertaining.

In The Situation and the Story, Vivian Gornick writes that great memoirs feature a “truth-telling” narrator. We trust the voices of George Orwell, Annie Dillard, or James Baldwin because they seem so honest and self-aware. Thomas’s narrator is one of these.

"The more vulnerable you make yourself, the stronger you become”

Thomas urges writers to be honest and vulnerable, since revealing truths about oneself tends to have a liberating effect. This openness serves as a conduit through which readers can see their truths reflected in the author’s life, reinforcing the fact we all tend to feel similar things inside.

The key is to write without an agenda—to connect with an emotion and let go of outcomes.

You need to write about the stuff you don't wanna write about...[but] you have to find a side door, and it isn't therapy. Writing isn't therapy. But if you're truthful, and honest, and write what you need to write, it has the effect of you've made something out of it separate from yourself, you've revealed things to yourself about yourself, and it's a way of forgiving yourself, you know, and others.”

“The past is every bit as unpredictable as the future”

The unpredictable nature of memory can be troubling for both writer and reader. Yet, Thomas says that this unpredictability is where the real magic of memoir writing lies. The unpredictable becomes an asset, turning writing into a journey of self-discovery and an act of creative courage.

“I don't believe in chronology. And the older you get, the more you don't believe in chronology or even time. What is it? I mean, I'm at the age now where I live entirely in the moment. Sometimes the moment is a good one, sometimes it's a more interesting one, but that's where I am. I never think about the future. I do have memories, and I write about them because I wrote somewhere, ‘You dis...

Next Episode

undefined - How Jennifer Lang turned a "boring" 90K-word book into a 14K-word gem...& got her groove back

How Jennifer Lang turned a "boring" 90K-word book into a 14K-word gem...& got her groove back

Today’s episode features my interview with Jennifer Lang. Her memoir, Places We Left Behind, is a marvel of brevity and form. It’s the story of how one woman, a hybrid of American-French-Israeli identities, navigates cultural and religious differences with her husband over the course of three decades, as her family searches for what it means to find a sense of home.

In our interview, Jennifer shares how she transformed a “long-winded, boring, and flat” 90,000-word draft into a concise and sharp 14,000-word memoir told through a fragmented structure—what she’s calling a “memoir-in-miniature.” She also addresses the critical feedback from a developmental editor, which helped her uncover an innovative structure.

Finally, we talk about writing about other”: the emotional and creative negotiations involved in writing about her husband and their marriage, revealing how this process has both challenged and strengthened their relationship.

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"I had a very traditional manuscript of over 90,000 words when all was said and done. And it was really long-winded and boring and flat, and I hated it...I hired a developmental editor who gave me a lot of feedback. And one of the last things she said was, put it away for a while. Just let all of this sink in. And I think that was the best advice she gave me."

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KEY TAKEAWAYS

Transformation Through Editing: Jennifer Lang's journey from a 90,000-word manuscript to a 14,000-word concise and effective memoir underscores the fact that it can take time to figure out to figure out your story, and that brevity can be a crucial factor to remember.

Cultural Identity and Belonging: The memoir reflects Jennifer's complex relationship with her Jewish identity and her experiences living in California, France, and Israel.

Marriage and Memoir Writing: Writing about others is one of the most fraught areas of memoir for a reason. And writing about intimate relationships requires especially careful consideration. In Jennifer’s case, it ended up unexpectedly strengthening the bond with her husband.

Innovative Structure & Form: The fragmented, playful structure of Jennifer's memoir, with elements like strike-throughs and “chapterettes” as she likes to call them, adds a unique layer of engagement and depth to her storytelling.

Literary Community Engagement: Jennifer's work with the Israel Writer Studio highlights the importance of community in a place with fewer English-language writers.

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"The level of pain, trauma, loss is so beyond. I don't know how we're going to get out of it." —about the impact of Oct 7, 2023 on the Israeli psyche

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NOTABLE QUOTES

"I have been writing around it for years, if not decades. I have been writing about longing, belonging, culture, language, community, other, and home. In short, in long, in essay, in short, memoir, in flash. I just kept going around and around and finally had time to figure out how to get through it." (0:02:50)

"I really feel like the story of me bouncing between cultures starts way back. Like kindergarten way back." (0:03:46)

"I think that when we write long or when we write without any kind of constraint, we are lazy with our word choice. And so putting the constraint on makes a writer understand that every word counts." (0:21:16)

"If you're going to reveal a character's underbelly, you have to reveal your own. If you're going to fault a character for their flaw, you have to do the same for yourself." (0:24:01)

"I think I did anything but make him a villain. I think in the end, it's like a love letter." (0:24:41)

ABOUT TODAY'S GUEST

Jennifer Lang was born in the San Francisco Bay Area, lives in Tel Aviv, and runs Israel Writers Studio. Her essays have appeared in the Baltimore Review, Crab Orchard Review, Under the Sun, Ascent, Consequence , and elsewhere. A Pushcart Prize and Best American Essays nominee, she holds an MFA from Vermont College of Fine Arts and serve as Assistant Editor for Brevity.

She is the author of the memoir Places We Left Behind. Her forthcoming memoir Landed: A Yogi's Memoir in Pieces and Poses, will be published by Vine Leaves Press in October 2024. Building off themes explored in her first memoir, Landed spans seven years (and then some), each punctuated with chakra wisdom from nationally-acclaimed Rodney Yee, her first teacher.

LINKS

Jennifer Lang at the Israel Writer Studio

Places We Left Behind: A Memoir-in-Miniature

Lande...

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