Interview with Book and Marketing Coach - Judy Cullins - Part 1
Judy Cullins c. 2004
Interview by Fran Silverman
To know what to do at the right time in book writing, publishing,
or Internet marketing, consult a coaching expert who has lived it
all for 20 years--Judy Cullins.
Q 1- Would you say there is a difference in marketing tactics for
different genres? If so, what kind of promotion would you suggest
for, say, authors of childrens books, mystery/romance, or
non-fiction? If there is no discernible difference, what do you
see as the best method of book promotion?
A 1- The best promotion is a natural promotion--that authors will
actually do. They can either write or speak. 20 years ago I was
a speaker, thinking I didn't know how to write. When the demand
came for my health and personal growth how to books, I stepped up
and started writing. Dan Poynter inspired me with his idea we can
all write non-fiction by reframing the ideas around us in our own
unique format. Since then, I have put out 10 print and eBooks on
writing, self-publishing and marketing, especially online.
Do you like to speak? Then schedule at least 4 talks a month. When
you speak for organizations, you will get paid and may sell books
too. Consider no charge talks such as with libraries, service or
But, if you are bashful or don't like to speak to groups, then
promote by writing. Write short excerpts from your fiction or mystery,
or write short articles to post Online in spam-free opt-in ezines
with thousands of ready-made subscribers you don't have to hunt
for. If you don't know how and want a first step, try out one of
the over 125 free articles on my site www.bookcoaching.com. Take
a teleclass to update your skills. If I can learn the online promotion
game, so can you. Three years ago, I knew nothing with low sales
of around $200 a month. After a web site face-lift, my sales went
from $75 a month to over $4000 consistently.
Q 2- As a book coach for 20 years, guest speaker, and leader at
workshops and teleclasses, what do published authors most want to
know about promoting their books?
A 3-They want someone else to promote for them.
That's not a reality unless they have a huge budget for a publicist.
But, I can offer them hope because I recommend they hire a part
time computer assistant who knows the Internet from their local
high school. I pay my assistant $9.50 an hour. She comes after school
from 3:20-4:50PM three or four days a week. Delegating this work
is the reason my books sell so well. When I didn't put promotion
time and a little money out, nothing happened.
Q 4- In an article entitled Book Promotion Myths, you
state that bookstores sell only 45% of all books, and you question
the big push to get a wholesaler or distributor into
the bookstores when they represent so many other authors and exact
about a 55% fee. You cite libraries, the Internet, foreign markets,
seminars, back of the room sales and specialty markets as some non-traditional
markets. But with the loss of so many mom and pop shops that carry
books, there are fewer venues to carry books. Do you have any suggestions
for getting books into large chains - such as Walmart or Petco
or airport shops?
A 4- I think authors are on the right track to get their books
into Walmart, Costco or Petco. If, they are patient, persistent,
and willing to wait for their sales. They must do this through a
distributor though. One of my associates gets her Bargains in San
Diego book into Costco each year. She had to go through many hoops
and when she does sell books there, she has to wait always over
90 days, but often up to a year to get paid. That's the way of the
bookstores, wholesalers, and chains.
Q 5 You state that if an author doesn't like to travel or
speak before groups, then writing articles to promote ones
book is the way to go. You mention that this method catapulted you
to #1 on Google and 35 other search engines with the key word "Bookcoaching."
What does this mean? What are the criteria used and where is it
stated that you are #?
A 5- The internet changes every day, but even with changes, I'm
still on top. You can check by inserting "book coaching
To prove my web site address is listed on 3140 other sites, just
put in the two words, Judy Cullins." The first year I
submitted articles I was on 900 sites. Two years later, I'm on 3140
Search engines sweep our web sites looking for key words. The more
appropriate key words you have in your articles up on your site,
the headlines for your book's sales letter, and the copy on your
home page and others, the higher you rank. For help, contact an
Internet marketing coach who has done it all.
On the Top Ten sites, your site will get a lot of traffic. You
must set your web site up to sell your book or service. That means
creating a powerful sales letter for each book. Check out my book
"Create your Web Site with Marketing Pizzazz" and apply
before you contact a Web designer.
Multiply contacts and sales when you submit articles to the opt-in
ezines. If you have an ezine, you will boost subscribers 10-25 each
time you submit an article. This is viral marketing at its best.
Getting your questions answered by a pro will save you weeks and
months of wasted time going in the wrong direction. Use these answers
to catapult your book and business sales.
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