Interview: R.C. Rutter on Marketing

R.C. Rutter was kind enough to visit us for a second round of questions. If you missed his first interview on Editing, check it out here. Please, welcome him back as he takes us through marketing strategies.

Last time you were here, you told us about your novel Cave of Forlorn available on Kindle and Lulu. What do you have planned for readers in the future?

Thanks for the opportunity Reena to return and offer more advice.  I am currently working on the sequel to Cave of Forlorn entitled “Shabb’s Revenge”.  A side project is also in the works that comprises short stories.  You might be wondering why I would write such a book.  It is all about marketing!  The more books you have available, the easier it is for readers to find you and I have several short stories that are already complete.  Plus it demonstrates that you are serious about your craft.

I will mention several web sites.  Please note that I am not affiliated with nor have any financial interest in any of these sites.  These are sites that I use to further my writing career.

Marketing: Big topic… When should authors start marketing their book?

If you think it is when the book is published, you have missed some great opportunities.  There are some reviewing sites that will not review a published book.  They require a five to six week advance copy of the book.  Their goal is to release their review the same time as the publishing date to maximize their impact.  Be prepared to send paperback copies of your book to reviewers.  Not everyone accepts ebooks.  I use for POD (print-on-demand) and I like the quality.  Verify the text layout and covers (front/side/back) before sending out a copy.  There is no up-front cost.  Some of the other small printers require you to purchase a package with x amount of books for x amount of cost.

What are some organizations that review books?  I won’t mention them.  Selecting a book reviewer is a serious and personal decision.  You must do some research.  Do they review books in your genre?  I am not going to send my fantasy book to someone who reviews civil war history.  You must read their prior reviews.  Will they like your style of writing?  Have they reviewed similar authors?  Are they too hard on books?  Some reviewers have a scale of 1 to 5 but never award a 5.  The ideal is to have an impartial review.  Does the reviewer charge?  That is a dangerous area because their judgment might be swayed by their bank account.  There are many avid book readers that are willing to do this for free.  Don’t compromise your principles.

Do you have a web site?  Answering in the negative is NOT an option.  A web site is a single source for everything comprising your authoring world.  You will find yourself on blogs, book sites, social sites, etc.  You will need one location that references everything.  That way you can always refer a potential customer to an easy location.  From my web site, you can not only read about me, but you can buy my book from three different sources, view my photography and book covers, and keep up with the latest news about me.

Should you have more than one web site?  Some have an author web site and a book web site.  Are you looking to build an author brand or a book brand?  Perhaps both?  Let me caution you before it gets too overwhelming.  It takes quite a lot of time to promote your book.  It is not unheard of to work two hours a day doing promotion.

I always have business cards in my pocket so whenever the opportunity arises, I can refer people to my web site.  It has my name, web site, title of my published book, and title of my upcoming release. is my choice for business cards.  They are well-done professional cards for a very low cost.  On the back of the cards is a one-line advertisement for vistaprint.  I know a lot of people who use these.  When I am out with friends, I will often get introduced to strangers as “Allow me to introduce R.C., he is a published author.”  That is without any prompting on my part.  When I hear that, I am reaching into my pocket for a business card.  (I try not to self-promote too much as it can try the patience of friends).  I am a semi-pro photographer and if I am out in public, I will offer to take photos of people in the tourist areas.  I tell them to e-mail me and I will send them the picture for free (as I am handing them my business card!).  Yes, this has resulted in sales.

I hear the term branding often. What is it, and how does it play into marketing?

  • Harry Potter
  • Twilight
  • James Bond
  • Mark Twain

None of the above requires an explanation and all project an immediate image to you.  That is marketing a brand.  You become the sole source for that identity of location and characters.  Once the brand is established, it garners more attention.  Success in branding is accomplished by understanding the needs and wants of your readers.  Basically, you are writing for your customers.  Marketing is getting your product (book) in front of as many people as you can.  Branding is combining an identity with your marketing.

Your brand then resides within the world of your customers and they become fans.

Do release dates play a role in marketing? And if so, how?

There are review dates as discussed previously.  Traditional publishers send out a catalog several times per year.  If you miss their fall catalog, you would then be forced to wait a year to have your Christmas book available (for example).  With self-publishing, that is not a concern.  You can flex your timing.  Would you rather release a ghost story in the springtime or around Halloween?  A pirate book now or should you wait until the next Pirates of the Caribbean movie is released in 2012?  How about a vampire book?  Did you notice how many were released very quickly once Twilight became popular?

Simply telling readers to “buy my book” isn’t effective, so what kind of promo ideas are effective in reaching readers?

If I could just get Oprah Winfrey to hold up my book and say “Buy this!” I could retire.

You have to let people know your book is available.  I take every opportunity that comes my way to do an interview about being a published author.  Of course, and I have also interviewed with David Wisehart and I have been featured on  So we now have a cross-promotion situation.  I am promoting these very websites in my interviews; the interviews drive traffic to the sites which drive more people to view my books.

Google is very good at adding pages to its database.  If you do a search for “r.c. rutter cave of forlorn” without the quotes, you will see pages and pages of references to me.  Bear in mind that I only published my first book this past September.

I have lost count of how many friends and family members promised to buy my book once it was released.  I have heard this from other authors as well.  Simply telling people to buy your book is ineffective.  The best method is word of mouth – a recommendation from someone they know.  Your fans are your best marketing tool.

Some options are to join a site such as and promote your book with a book give-away or Amazon gift card.  A new idea I have seen recently is to have people “like” your page on where a drawing is held for a prize from all the people who signed up.

There is not one size fits all scenario for this unfortunately.

How can an author use social media to their advantage?

I do a pre-announcement and post-announcement on my web sites for anything related to my life as an author.  I announce up-coming interviews, posted interviews, new reviews, etc.  I do this on,,,, (message boards).  In between, I give updates on my writing progress and snippets of the storyline.  I have a master list of places to update so I don’t miss any.  It can be confusing at times keeping track of all your sites.

What are some of the cost considerations for marketing?

You will have to pay for a web site, business cards, paperback copies of your book, and a quality book cover.

Cost of the web site.  I use and their customer service has been excellent!  A high quality book cover is part of your marketing.  Expect to pay in the several hundreds of dollars.  This is your first impression and don’t overlook the readability of the thumbnail image.  Most readers will scroll through the list of books viewing thumbnails until one catches their eye.  If it is blurry or not readable, you might loose that sale.

You need to have printed books available for reviews and for purchase.  My book costs $14.00 to print.  As an author, I can purchase them a little bit cheaper but not by much.  So when I give away a book, I can feel it in the wallet.  I have to add $ when I ship the book to reviewers.  I have given away some as door prizes at social events but can’t really tell if that has made a difference.  It has generated talk about the book but I don’t know if that directly translated into sales.  Taking the book to a social function does allow me to carry it around.  You can spot the avid readers in the group.  They will make eye contact then do their best to ascertain the title of the book you are carrying.

What are some brief tips on obtaining book reviews?

Use and to search for book reviewers in your genre.  Read their specifications for submittal.  Read their prior reviews.  Ask about their expected completion and posting timeframe.  Use the message boards the various sites requesting reviews, again checking on their previous reviews.

Any final comments on marketing?

I was unprepared for how much time was involved in marketing.  Of course, this is occurring at the same time that I am writing the sequel.  It can be challenging at times but I feel it is definitely worth the effort.  I can now add “published author” to my name.  Once I sell the movie rights, I will add “Ferrari owner” to my name too J.

Thanks again for the opportunity Reena.  I really appreciate it!

For more information, where might folks find you?

Thanks a bundle for sharing your tips with us, R.C.

Cave of the Forlorn is available at Amazon

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