\Your Book: Golden Opp + USP/

?One of the first things I'll put together when helping you or another client with a new book, is a list of related books.

In fact, I'll often throw myself into it at the very beginning, when we have just connected. Even at this early stage, I want to try to "place" and envision your book in the marketplace. And beyond that, to see how it could be a jewel of distinction.

??? 1) By finding and studying some of the range of books in a certain genre/subject, you can get a good idea of the "arena" you're going into as a new author.

It may be a very crowded arena – but having a strong, appealing USP (unique selling proposition or point) can help elevate your book. And I believe it's more important than it ever was, to know thy marketplace, and how to be a star within it.

Many years ago I wrote a book about the 3,000-year history of Celtic music. There certainly are/were books that cover some of this. And I did probably as much research as any of those authors.

The difference? Mine was a humorous book – wisecracking all the way! As far as I could tell, it was the world's first such. And it provided much diverse material for media, etc.

As well, it was published to coincide with the 10th anniversaries of global stage shows Riverdance and Lord of the Dance, a good marketing point.

Another unique-ness factor? It profiled/ presented many modern American Celtic-folk and rock performers (and not just Canadian Cape Breton ones). Good for media and consumer interest.

A few reviewers commented how nice it was to read about the stateside Celtic music scene. And more than one radio producer/host said "This book is a goldmine of trivia!"

One could open the book almost anywhere, and build a fun on-air segment out of that. Some readers didn't like "too many bits and pieces" – while for others it was a fun, diverse resource.

In any case, I did quite well with the book, got lots of media coverage and reviews, and was a guest/co-host on Celtic and other radio across North America.

(BTW, the book publisher who had given me a contract and paid me an advance for this book passed away a few years ago, and his domain was taken over by another biz.)

??? 2) If you're approaching a traditional publisher, you should be able to show you have some understanding of the marketplace for your kind of book – and the competition out there.

And by describing 3 to 5 'similar' books in your pitch, you then explain why yours is different/ better/unique, and worth their investment!

An extensive pitch may be a proposal package that includes: sample chapters, outline, table-of-contents, author bio/platform, related materials, book's marketability and market report, promo/ publicity plans...and a brief competitive analysis of similar, recently-published books out there.

These books also can become "tools" later, as they may be mentioned in publisher publicity. And you'll likely see them "twinned" with your book on Amazon.

I did a bit of all of that, i.e., the proposal package, for my "funny Celtic" book, and received a publishing contract and advance cheque from the small specialist traditional publisher I'd targeted – and even before I'd officially begun to write the book.

??? 3) Marketing comparisons. When a traditional publisher is planning publicity for your book, it can be helpful to have a popular, recently-published book or two to compare it to.

The 'competitive analysis' I put together for one author-client had four such strong, colourful comparisons, all to do with (high-profile or not) accomplished Canadians, each with a figurative foot in two cultures, as my client's book had.

It all was excellent supporting material for showing why and how his book was related, but unique within that.

And in pre-publication promo stage – sure enough, the publisher (a popular university press) touted my client's new book as "in the vein of..." a certain strong and significant book, focusing on a respected Canadian reporter and author (and one I'd included in the pitch!).

This kind of association was significant in itself, and helped elevate my client's story, with the kind of credibility and connection that can make a real difference with a new book.

??? 4) Many of my posts on LinkedIn focus on lists/directories of related books of interest.

It doesn't mean I endorse the books I feature. It's more to stir awareness, perhaps create discussion – and reflect my sheer love of books and research. And it indirectly shows how and where there might be room for a unique book in the group.

That uniqueness might come from treating a serious subject with humour (think of the effect of political cartoons, where we may laugh, but also feel the gut-punch impact of the message). Or the book may be short, with a different kind of focus.

I think of Anna Dowe's book Bent Not Broken – a practical, reassuring guide for the partners and families of PTSD sufferers. Anna, with a partner's secondary experience of post-traumatic stress disorder, filled a need in an existing market of longer, often quite "heavy" books on PTSD.

Another book on the subject of mental illness, The Last Taboo: A Survival Guide to Mental Health Care in Canada?has initial alternating chapters of what the sufferer/author, Scottie Simmie, went through, and what his partner Julia Nunes observed and experienced

And, on a less-serious note, I remember one Gothic romance novel that had all the "elements," but completely turned things around in the usual trio of brooding handsome hero/delicate-but-spunky heroine/forbidding housekeeper. Turned out the young lovely was the villain, and the stern housekeeper the heroine!

??? 5) As for what I try to bring to the table to help a new author: I believe focusing on the USP (unique selling proposition) of a book is one of my own USPs as a book writer, editor and publishing/promo consultant.

I love to research, understand and share the world of books my client's book will be going into. And it can be an important feature in the pitch package for a traditional publisher.

As well, I can help new book-related clients appeal to traditional media (newspapers, magazines, radio and TV), as this is the world I became a professional writer in.

And knowing your author-USP is just as important for self-published books. Know thy marketplace, research, compare, analyze – and be sure your book is going out into that crowded, competitive arena – to shine like a star among books, and glow like gold!

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