Carl Lennertz on Book Marketing and More
We spoke with Carl Lennertz from HarperCollins about book marketing, e-books, and what makes a novel successful.
A Conversation with Carl Lennertz
Q: Could you tell us a little bit about the kind of work you do at HarperCollins?
A: I am very lucky. I get to work with all of our retail customers – and I love the variety of the bookstore landscape, from the indies to the chains, from Costco to Target, Amazon to Walmart – and, well, everyone. I am keen to work with anyone who sells books in a proactive and creative way. I do help my colleagues here with books that are a priority for the independent bookstores, places where many new authors find their start.
Q: What are some of the factors that distinguish novels that sell well from novels that flop?
A: Sorry, I believe there is no formula for success. Writing comes from the heart, and its success can only be judged by the writer. I know that sounds naïve, but really, the art comes first and then the marketplace speaks. I have found that most authors – and I am one, also – have too-high expectations, when instead it’s about the long haul, one book at a time, one reader at a time, one bookseller at a time. It’s hard work and it takes time.
Okay okay, if I was forced to identify a few things that seem to set some books apart?
- A main character that is complex but generally sympathetic;
- A story that takes us out of our daily world for awhile, i.e. unique, odd, interesting experiences set in a different time and place;
- Hook the reader early, layer in details later, and
- The oldest advice in the world and still true: write what you know.
Q: What are some of the ways that the nature of publishing and book marketing is changing?
A: E-books are taking off even faster than expected. Still, the text on the page, whether printed or backlit, still rules. E-books are just another format; it’s still about storytelling. And how we market books has been changing for awhile, with social media augmenting traditional methods, esp. with book review space shrinking. Still, word-of-mouth is alive and well, and again, that comes from the story.
Q:What are some of the ways in which authors can help with marketing their own books?
A: Authors just have to be out there on social media. And in old school ways, too; writer personal notes to indie booksellers. And list as many store website links on your website as possible. Visit stores, buy books, make friends.
Q:Are there any exciting new HarperCollins titles that we should look out for?
A: Oh my, I can’t do that. We love all of our books equally. Seriously, I come in every day to serve all of our authors in any way I can, and I avoid picking favorites. I have too long a list.
Next Steps
Did you enjoy this conversation about book marketing and publishing? Then you might also be interested in our interview with Merric Davidson about magazine publishing.
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