Roxanna Elden is one of our favorite authors. We met her in a class at Miami Dade College where we were teaching. From the very first time she raised her hand and opened her mouth, we knew she was something special. One of the consistent things we’ve found in our years of teaching and doing Pitchapaloozas is that teachers make the best public speakers. Anybody who can wrangle a class full of kids and live to tell the tale is prepared for anything. With the publication of her debut novel, Adequate Yearly Progress, we thought we’d check in with Roxana and see what it was like to go from nonfiction to novel, from novice to fighting-sophomore-slump author, from wide-eyed debutante to grizzled veteran.
The Book Doctors: Congratulations on your debut novel. Tell us about Adequate Yearly Progress.
Roxanna Elden: Adequate Yearly Progress is a workplace novel that captures teaching with humor, insight, and heart. It switches perspectives among a diverse group of educators as their professional lives impact their personal lives and vice versa. As an elevator pitch, I often describe it as being, “like the TV show The Office, but set in an urban high school.”
TBD: Your first book, See Me After Class: Advice for Teachers by Teachers, was non-fiction. Is it different taking your experience as a teacher and writing fiction instead of nonfiction?
RE: I started writing See Me After Class during my sister’s first year as a teacher. The specific goal of that book was to help teachers make it through their first years with a mix of humor, honesty, and practical advice. As an unexpected side effect of trying to spread the word about the book, I ended up in situations I might not otherwise have seen as a classroom teacher: Silicon Valley ed-entrepreneur conferences, television panels, and schools around the country where I got to talk to thousands of fellow educators. During all this, I was still spending most of my time doing daily high school teacher things, like grading essays and watching students play with their phones underneath their desks. It felt like there had to be a way to capture this panoramic view of the education world, with all its colliding ideas and interest groups, and how all of this played out at the school level. A novel told from many different points of view turned out to be my best answer.
TBD: Tell us how you used the Miami Writers Institute to find an agent and start your publishing career.
RE: The idea for my first book hit me in 2005. This also happened to be the first year of the Miami Writers Institute, which brings well-known authors and publishing industry people to Miami. The first class I ever took was The Book Doctors’ course on the process of getting a book published. That class provided a roadmap through the whole process of finding an agent and publisher for the book that became See Me After Class. Over the following years, I went on to write a children’s book and, most recently, a novel. I also continued to take classes at the Miami Writers Institute every year, and found that each year’s class corresponded to specific events in my writing life. Recently, I distilled the notes from the classes and the lessons learned from twelve years as an author into a twelve-day email series. The result is part creative writing crash course, part mobile-friendly memoir of what it takes to build a writing career.
TBD: What did you learn as a teacher that helped you in your publishing career?
RE: Teaching builds the type of thick skin that helps in the writing world. Agents and editors might not return your emails, but at least they don’t fall asleep on their desks right in front of you. As an English teacher, I also taught a lot of the skills that improve writing at any level. Constantly discussing the qualities of good writing helped in writing the book. And writing the book made me feel like the advice I’d been repeating to students actually worked outside of the classroom.
TBD: Do you approach promoting and marketing fiction differently then nonfiction?
RE: The common wisdom about marketing nonfiction books is that they should have a specific target audience. Literary fiction is expected to have a wider appeal, with authors that seemingly rise from the ether as debut talent. Adequate Yearly Progress, however, always felt like it was somewhere in between. My goal was to write a page-turning story that anyone would enjoy, but it was especially important to me that all the details rang true to teachers. The audience for my first book also included many teachers frustrated by Hollywood versions of the profession, which made it a natural fit to spread the word to teachers first. Their enthusiasm has helped spread the word about the book to a wider audience.
TBD: How did you get such great blurbs?
RE: I was thrilled to have a front cover blurb from Steve Almond for Adequate Yearly Progress, and from Dave Barry for See Me After Class. Additionally, there have been some great recent write-ups for Adequate Yearly Progress, including in The Washington Post and Forbes. The most helpful takeaway from all of these experiences is less of a specific trick and more of a general mindset: most authors are our own publicists most of the time. We might as well take the job seriously. If you were paying a professional publicist upwards of $5K a month to represent you, you’d want them to at least try to approach some of your favorite authors and publications. If you do this yourself over time, you’ll get better at the job. And hopefully, you’ll get a few lucky breaks along the way.
TBD: Tell us about the comedian you’ve been following who interviews behavioral scientists wherever he goes.
RE: About halfway through writing the novel, I stumbled on a podcast called Here We Are, in which stand-up comic Shane Mauss interviews behavioral scientists in each of the cities on his comedy tours. One of my biggest goals while writing AYP was to make sure the characters rang true as people, and the scientists on Here We Are provided a constant stream of insight into why humans do what we do. Many of these insights found their way into the novel. Naturally, I was pretty thrilled to have a chance to do an episode of the Here We Are podcast about Adequate Yearly Progress. This ended up being one of the funniest conversations I’ve ever had about teacher movies. It also reinforced my theory that teachers and stand-up comics have a lot in common.
TBD: We hate to ask you this, but what advice do you have for writers? And teachers for that matter?
RE: As a writer, you try 100 things and only two of them work. It’s tempting to wish you could go back and skip the other 98 attempts. But the truth is, it’s notjust the two things that worked. It’s the fact that you tried 100 things, learning along the way, laying the tracks as you drove the train. That’s probably good advice for teachers, too. Your trial-and-error efforts add up over time.
Roxanna Elden combines eleven years of experience as a public school teacher with a decade of speaking to audiences around the country about education issues. Her first book, See Me After Class, is a staple in school districts and educator training programs, and her work has been featured on NPR as well as in the New York Times, the Washington Post, the Atlantic, Education Week, and many other outlets. You can learn more about her work at www.roxannaelden.com.
Author Websites, Blog Tours and Reader Demographics: Fauzia Burke Gives the Skinny on Online Marketing for Authors
When we wrote our book, The Essential Guide To Getting Your Book Published, the first person we asked to interview on the subject of online marketing was Fauzia Burke. Fauzia founded the pioneering online marketing firm FSB Associates and has been figuring out how to promote books on the World Wide Web since before most publishers and authors had ever performed a Google search. She’s worked with everyone from Alan Alda to Sue Grafton, promoting books across categories and genres. Her new book, Online Marketing for Busy Authors, is just the primer every writer needs to understand and make the most of online marketing today.
The Book Doctors: How do you figure out who your audiences are? And how far should you reach when determining multiple audiences?
Fauzia Burke: Understanding your readers is crucial because it will help you devise the best online strategy for you. Online marketing is customized and personalized. It is essential for you to know your audience so you can serve them best. You should know their age group, gender, interests, which social media outlets they use and where they hang out online. The more you know about them, the better your marketing will be. In my book, I have a worksheet to help authors refine their audience so they can market for their readers.
Some questions include:
- Is your reader male or female?
- What is their age range?
- What TV shows might they watch?
- What are some common values or traits of your ideal readership?
- Does your audience have a problem, concern or frustration that your book seeks to solve?
The identification of your ideal readers will play a major role in the quality of your online marketing plan.
TBD: How do you figure out where your audience lives online once you determine who they are?
FB: There are many sites that give you social demographics of each social media site. I use Pew Research and Sprouts Social. For example if your audience is women, you are more likely to find them on Pinterest. Younger users tend to use Instagram. Another good place to start is to look at who is already following your social media sites or visiting your website and aiming for networks that draws a similar audience. You can use Facebook Insights, Google Analytics, Twitter Analytics, etc.
TBD: Is an author website an important part of a publicity/online marketing plan?
FB: Websites are a crucial link between you and your readers. It is the one place, the hub, of all your activities. Your website is your opportunity to connect with your readers in a personal way. It is also where you have full control (unlike other social media sites) over your brand. Not having a website could be viewed as unprofessional, out-of-date, and not connected.
Despite popular belief, your website doesn’t have to be expensive or complicated. You can keep it simple. WordPress is often recommended as a platform because it’s author friendly, easy-to-use and easy for people to find (has good search capabilities). Keep one thing in mind: It’s better not to have a website than to have an unprofessional one. If you have a website, make it good one.
TBD: Do authors have to blog?
FB: I consider blogs (like websites) the foundation of a digital strategy. Not only do blogs give authors the opportunity to stay connected with their readers, they also position the author as an expert. Blogs are also the absolute best way to drive traffic to websites. For book authors in a competitive marketplace, the need to blog couldn’t be higher. Consider the time you spend blogging as an extension of your job as a writer.
Blogging is a great way to share your knowledge, test how your content resonates, and collaborate with others. While experts may disagree on how often you need to blog, consistency is the key.
TBD: Do authors have to be on social media?
FB: I think every author has to make that decision for themselves. No one should be on social media if they don’t want to be or are only doing it to sell books. Social media gives authors an unprecedented opportunity to build a brand and create a community of readers. Here are some dos and don’ts that might help:
- You don’t have to do everything
- You don’t have to do the next shiny thing
- Look at the data for feedback (your digital footprint) and adjust accordingly
- Know your audience
- Don’t forget it’s a privilege to talk to people
- Be authentic
- Go for engagement
TBD: How important are author profiles on sites like Amazon, Goodreads and LinkedIn?
FB: I think they are all important to some degree. We should all have a completed profile on each site. Every author should grab their Amazon author profile. I think Goodreads is more important for fiction writers and LinkedIn is more important for non-fiction writers.
TBD: How should an author go about setting up a blog tour?
FB: If you are doing your own publicity efforts, consider developing an ongoing dialogue and relationship with the bloggers that cover your genre and niche. Share their information and be generous. Everyone appreciates a digital nod these days. Help them before you need their help.
Once you have searched the blogs that are appropriate for your book, you can pitch them a book for review or offer to do a Q&A or to write a blog that is appropriate for their audience. If you get some responses and the editors/bloggers request the book, your pitch is working. If not, you’ll have to try another pitch. Try connecting your book to something in the news or a new study. When you do get a response, pounce on it. Attention is fleeting and you don’t want to wait. If the editor/blogger asks for a book or an interview, accommodate them right away.
Then in a couple of weeks, follow up and make sure they got the book and ask if there is anything you can do to help. That’s the cycle. It’s not difficult. It’s not rocket science. However, it requires lots of time and patience. Contacts with the media are worth so much because a publicist’s relationship with an editor will cut the time and boosts your chances of getting a feature. If you are willing to put in the time, you can build the same contacts and relationships within your niche.
TBD: If an author has zero experience with publicity and marketing, what is the number one piece of advice you’d give him/her to get him/her going on the right path?
FB: I wrote my book, Online Marketing for Busy Authors, for just those authors. I hope that by giving them clear advice and priorities I have made things a bit easier on them. Here’s some advice:
Take heart and approach marketing with curiosity. If you are a overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novices, are learning as we go. You don’t have to become a social media strategist to be effective.
Fauzia Burke is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors (Berrett-Koehler Publishers, April 2016). Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more. A nationally recognized speaker and online branding expert, Fauzia writes regularly for the Huffington Post. For online marketing, book publishing and social media advice, follow Fauzia on Twitter (@FauziaBurke) and Facebook (Fauzia S. Burke). For more information on the book, please visit: www.FauziaBurke.com.