Blogging, the series: Jeane Wynn

As we move into the next phase of interviews in this series, I’m excited to welcome Jeane Wynn of Wynn-Wynn Media. Jeane is a publicist (not to be confused with publisher), and I’m excited to share with you her perspective on blogging and blog tours.

How do blogging and/or blog tours fit into an author’s overall marketing plan?
Every type of media is essential to book promotion these days, from print to broadcast to online venues, especially blogs. Blogging is really just good, old fashioned grassroots word-of-mouth marketing. It enables us to get books directly in front of particular audiences who are smart, inquisitive, well-read, and amazingly discerning.

Do you require or encourage authors to participate in blog tours to promote their books? Why or why not?
Yes, we certainly encourage author to participate in blog tours. Though we have never had an author refuse, we have had authors who might not have initially grasped the enormous potential and the positive impact a blog tour can have. In those cases, we are able to cite specific examples of blog tour successes and once they have a full understanding of the importance of blogs, there is genuine enthusiasm for blog tours.

If yes to the above question, what type of blog tour do you suggest and why? (e.g. a short, blitz-type tour mimicking more of an online press release; a longer, multi-stop tour mimicking a physical book tour; or other structure.)
We have done both types of blog tours and had successes with them, but we really prefer the short blitz-type tours done in conduction with the books’ release.

What should be the goals of a blog tour and how do you track whether or not a blog tour is successful?
Our goal for a blog tour is to provide opportunities for blog owners—who are increasingly becoming experts in certain niches and specialties—to have an opportunity to be among those who shape opinion and have a say as to the quality of what is being published. As the popularity of blogs increases, amazing regular people are able to build and grow audiences who come to trust and respect their opinions. So, in addition to the many traditional media members who get to express their opinions and exercise their influence, we are thrilled that many of those in the new media are also able to do the same. The general goal of all publicity campaigns is to increase exposure of the author and their title. That goal can be, and in fact is, furthered by the number of—and quality of—the blogs that cover an author and their works. We represent the best authors working today, so we know that when we get their material in front of bloggers, the results will be positive.

What does a blog tour accomplish, if anything? What data or analysis has led you to believe that?
Blog tours are the modern-day word-of-mouth promotion. It’s really that simple. For years, Ron Popeil has offered discounts on his products if buyers would just tell their friends about his products. He did that (and became a millionaire) because he knows that we are more likely to trust our friends’ and family members’ opinions than we are slick advertising and high-priced spin. Likewise, blogs are online communities whose readers are invested in the opinions of the blog authors. They may not agree with everything the blog owner posts, but they come to know them, trust them, and respect their opinions. And, though it can be hard to pin down hard and fast numbers, especially in an area that is truly still emerging, we are able to come up with approximate numbers regarding blog tour successes, and we’re very happy with them. All buzz is good buzz, and blogs definitely produce a buzz.

What do you think are the big mistakes writers make when blogging for promotion?
Authors’, and indeed all bloggers’, biggest mistakes are usually that they do not post often enough. Authors should blog about their books, release dates, reviews, and anything else that pertains to the book. Authors need to make sure they schedule time to post several times a week, especially as their release date approaches.

Do you think the benefits to an author’s writing career are worth the costs of blogging? Why or why not?
They definitely are. Just think about it; as far as reader care goes, an author can’t ask for a better opportunity than having their readers come to them. For years (not that long ago), to have the kind of contact authors are now able to have relatively cheaply via a blog, one would have to invest great sums of money in mailing lists and direct mail campaigns. Some of the most affordable aids to success are often overlooked because they are so simple. We encourage authors to take advantage of the huge opportunities they have in blogging because it enables an author to connect with their readers and peers with immediacy. That said, there are times—when a writer is on a tight deadline, for example—that it is certainly okay to slow blog posts, though they should not be abandoned altogether. The ability to connect with readers and to have a reader to be able to see what is happening with their favorite author is truly invaluable.

Any other additional thoughts on blogging and blog tours?
If an author is hesitant to blog because he or she doesn’t want to share personal information, they shouldn’t hestitate because blogging does not have to be about personal things as much as it is about connecting with readers who want to see into the lives of writers they admire. Who among us hasn’t thought how thrilling it would be to sit near a fire in a cozy British pub discussing Narnia or Screwtape with Mr. Lewis himself? No one would think of asking him about the mundane personal duties of his day, but most would love to get a glimpse inside the brilliant mind. Blogging is one of the best modern equivalents of that fireside conversation, wherein readers are privy to immediate information that isn’t the “official” marketing or catalog copy, press release, or standardized meta data. Blogs are the perfect place for writers to write and share just for the sake of connecting, and that’s why they are worth an author’s time and efforts.

Thanks, Jeane! Hopefully Jeane’s new website will be up and running soon. Bookmark it and check back.

To read the other interviews in this series, click here.

You can read the summary posts and discussion of what I’ve learned through these interviews over on my personal blog, click here.