Julie Kraut is a YA author with two recent books to her credit: Hot Mess and Slept Away. Since Julie has a background in the Sales and Marketing department at Random House, I know other writers can benefit from the smart marketing strategies she’s used in getting her own books out into the world.
1. What did you learn from working in a big publishing house that you’re now using in your career as an author?
Knowing the business has helped in a lot of ways—understanding the sales numbers and distribution, digesting the marketing and publicity plans, and anticipating the time-line of the process. I think the biggest way it has helped though has been knowing when to push and what’s kosher to ask for.
As a first time author, it’s hard to know what’s in your publisher’s control and what requests will get you laughed at. An 8-city book tour? No way. But if you have a ton of family and friends in Boston and you’re going to be there this summer anyway, definitely ask for a reading there. Should you yell about your book not being in airport bookstores? No. That kind of real estate is a tough get even for established authors. But what if your book is paired with Hitler-n-Kitties: A Photo Book for the Nazi Cat Lover in All of Us in the Best Value section on your Amazon page? Yeah, something can probably be done there. Without my time on the other side of the desk, there’d be no way to know those kind of boundaries.
2. How do you approach a new writing project? Any particular techniques or strategies work well for you?
I try to not approach new writing projects. I let them approach me. (This is similar to my dating strategy … but I swear, it’s more successful.) When it’s time to think of a new book idea, sitting in front of my computer and trying to squeeze something out just doesn’t work for me. But, when I’m running or on the bus or supposed to be writing something else, that’s when the characters come to me and the plots form. I try to just let myself be open to the flow and carry a pen with me. When I’m running though, I don’t have a pen. I often just wind up repeating the idea over and over to myself so I don’t forget it. So, if you ever see a crazy lady running down the street talking to herself, it’s probably just me with a new idea.
3. And how do you fit in the marketing aspects of a writing career with getting the actual writing done?
It’s a balance, for sure. But you need to appreciate that the work you’re doing for both the marketing and the actual writing are equally important and there’s time for everything.
Personally, I have this highly organized set of long term and short term writing goals that I won’t go into because that’ll make me look crazier than when I’m running down the street talking to myself. But basically, if a short term writing goal gets derailed because I have to spend a morning doing blogger interviews, I have cushion time in my long term goals to catch up. So while I probably won’t have all of chapter 12 done by 5 p.m. like I planned, it doesn’t mean that I’m going to turn in my first draft late.
4. If you had to choose just one strategy, what’s the most important thing a writer can do to promote her book?
Blogger outreach. It’s the easiest and least expensive way to boost your book’s profile and it’s something that you’re more able to do than your publisher because the personal touch counts here. Bloggers, especially the smaller homegrown blogs that’ll do something beyond just a mention like an interview or giveaway, will respond better to a note from the author than a pitch from a publishing house. Plus, it’s much easier on them in terms of setting up coverage and interviews to be in direct touch with you. It takes a bit of time to do the research to find the blogs and to get in touch, but they are connections that will last you throughout your entire writing career and be well worth the digital elbow grease.
5. Are you working on your next book now? What can we expect next?
Yep, I’m working! I’m really superstitious about discussing new projects before they’re bought, though. So, I won’t give any details now. Stay tuned to JulieKraut.com. I’ll post all news there. Keep your fingers crossed and think positive thoughts for me!
-Maria Schneider
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So excited to see one of my fave authors pop up here!
Thanks, Julie, for sharing your insights. Blogger outreach being the most effective promotional tool was especially interesting.
I am a big fan of writing ‘crazy-looking’ writing schedules and mumbling to myself when I don’t have a pen! Great to hear that I am not alone in my habits. An inspiring read, thank you.
Thank you all, especially Maria for the interview!
Good Interview! I’m a dedicated practitioner of crazy writing schedules. lol. It’s the only way I’d get anything done. Of course, there have been a few times when I missed a bill payment or forgot an appointment, but I never regret spending the time doing what I enjoy.
Your insights into the benefits of blogging are great. Your comment about knowing proper etiquette when it comes to negotiating with the publisher is something worth remembering.
Ravenne
“Hitler-n-Kitties: A Photo Book for the Nazi Cat Lover in All of Us”
Thank you for promoting my work, however I was somewhat miffed in the context you brought it up. In the future a simple “Kittens are cute, even in the lap of a homicidal maniac” would be sufficient.
;-)
Thank you for stopping by…I always learn something new in these interviews.
–John
Hi :)
Thank you for having Julie Kraut on your Blog.
This was an informative fascinating interview.
I took away some great advice.
Love from Northern Ontario
Twitter.com/RKCharron
xoxo
It feels good to be validated about the blogger-contact approach. I’ve been using that for MY book, mostly because I really don’t know what else to do! I was published by a small publisher and never expected much from them in terms of marketing. As an author who sincerely wants to enter into dialogue about her topic, not just sell books, blogs are a wonderful opportunity.
That said, I’d appreciate reading even more details about contacting bloggers and reaching a wider audience. This is my first time on your site, I look forward to looking at your other posts and interviews.
“When I’m running though, I don’t have a pen. I often just wind up repeating the idea over and over to myself so I don’t forget it.”
That is so Me. Only I’m walking the dog or riding a bike.
Just to clarify, by “blogger outreach” you mean doing guest posts and interviews on other people’s blogs, right? Sort of like this interview. Just about everybody has a blog now, but the real multiplier effect is to get onto someone else’s blog so that you reach their audience in addition to your own. Right? I could not agree more.
~jon