I’ve spent the last year working with a firm here in the US, doing research and application development related to the use of QR codes for marketing. As a writer, I’m always on the lookout for how everything I encounter relates to information marketing, and I’ve summarized here some points that Authors in particular should find stimulating.

1. You can’t ignore it for much longer.

As tablets and smartphones capable of scanning QR codes expand to fill more than 53% of the mobile market, you have yet another avenue through which to connect to readers. If you have a book going to print in the next few weeks or months, be sure to put a QR code on the cover. If you haven’t yet decided to what you want that code to link, have no fear: just link it to a page on your current domain, such as mybook.com/qr. Then, when your’e ready, place the content at that URL.

2. Elevate your QR content.

In my don’t-call-it-humble opinion, the biggest mistake that seems to be made with QR codes overall is that they are only used to link to existing content that can be found any old way, regardless of whether someone has the code or not. Reward QR users with something extra-special, such as a video message from you that is not directly linked to from any other part of your blog, or a secondary version of your book trailer. Think of it as more than just an easy way to funnel people into what you already have.

3. Realize that most people will look at your stuff on a phone, not necessarily a tablet.

If you link to a video, be sure that it formats for a cell phone appropriately. (YouTube.com can link to an unlisted video and adjust automatically, no matter what viewers use to see it.) If you link to a page on a website, be sure it’s not a gigantic graphic, text formatted as images, etc., that will all look awful on a phone.  Make all text re-flowable, and all images self-adjusting.

4. Don’t have just one code.

Let’s assume that you’ve integrated QR codes as part of your wholistic marketing strategy. That should mean that you have a code on your business card that links to your “About me” page on your blog, and one on your book cover that links directly to information about the book itself, more in the series, extra information about the same vein of content, or perhaps an invitation to receive special extra content, one on your posters advertising book signings might link to an intro to the book, you as an author, and confirmed details about the event itself, with an easy link to put that event into their calendar. Each code can be context-sensitive and detailed.

5. Don’t expect people to buy your book from a QR code.

But do expect them to want to learn more about you, the book, your other titles, etc. If this is the first time they’re hearing about you, be sure you woo them appropriately first. As per #4, one of the codes in your arsenal should lead directly to a buy-it-now page, but be sure to offer more than that up front.

6. Don’t isolate the code.

Be sure that the code is presented in a way that lets the user know what to expect when they scan it – are they going to a contact page about you? Then be sure to tell them that. Are they going to buy tickets to your event? Are they going to see some exclusive content? A video? Be sure to give them a headsup, so that they are not only more interested in scanning, but also not worried about being spammed, getting a virus from a disreputable vendor, etc.

7. Expect more from your scanners.

It might not be a far-off assumption that people who own a smartphone and know enough to use a QR code are in that sweet spot group of consumers: 25-45 year olds with disposable income and a higher education. They might want complex content, that is well thought-out and implemented. Chances are, they will reward those extra efforts you make to entertain and challenge them with more money spent on your stuff. Give more to get more.

8. Don’t link directly to a file download.

Since users might access this from a phone, they are going to hate it if they scan a code only to see a PDF trying to suck up their entire data plan inside 2 minutes. Link to a page first, and give them an option.

9. Include social info on QR landing pages.

Once people scan the code, make it extremely easy for them to share what they’ve discovered, by including “Tweet this” and “Share on Facebook” links on that page.

10. Think in terms of space, not just time.

Mobile users might find it helpful to have a QR code perform an automatic checkin for a location on Yelp or Foursquare. Reward event attendees with a code that will help them earn Foursquare “Swarm” badges and other location or event-specific happenings.

BONUS – 11. Be sure to follow up.

Once someone has scanned your code, it’s easy enough to use any number of systems (afflink) to invite them to sign up for your list or enter their mobile number to keep up to date on future happenings. Not all will take advantage of this, but the 5% that do will be loyal enough to be worth communicating with in future.

If you are trying to sell ebooks to mobile readers (and who isn’t?) you must read this post by blogger Piotr Kowalczyc. The entire post is written in bullet points, with exact instructions on how to sell more ebooks to mobile phone readers.

(And by the way, this is precisely what I do every day. Trust me. It definitely does sell more ebooks.) I might add, that you can use your own affiliate link (Amazon calls these “Associates” when referring traffic to your own books. He also gives great points on using hashtags on Twitter.

Here are the first few lines of the post, just to whet your appetite:

“If you are a self-publisher actively using social media to find readers and draw their attention to your books (probably published in an electronic form), this post is for you.

I’d like to share a simple way to make your e-book available for instant purchase by mobile phone users. As you’ll see – it’s very easy.”

Good luck!

This recipe for Chewy Oatmeal Cookies makes so many that I overflowed my little glass cookie jar. Is that a problem?

Blend first for about 3 minutes with an electric hand-mixer;
- 1/2 pound (1 cup) chilled margarine
- 1 cup firmly-packed brown sugar
- 1/2 cup white granulated sugar
- 2 eggs
- 1 teaspoon vanilla

Then make a well in center and blend in;
- 1 1/2 cups white flour
- 1 teaspoon baking soda
- 1 teaspoon cinnamon (I used2 teaspoons of the Poudre Douce again from Victorian Epicure)
- 1/2 teaspoon salt
- 3 cups rolled quick oats

(Optional: 1 cup raisins.)

Blend all together, and drop by lovin spoonfuls onto a parchment-lined cookie sheet. Bake for 10-12 minutes, and transfer to a cooling rack. Eat until the book is done.

You’ll notice that I’m no longer primarily referring to myself as Humanus Publishing, but now by my nickname, the Wizard of eBooks.

In practical terms, this does mean some changes. Our mission is now more closely focused on creating, editing, and marketing what we call “next generation” books and eBooks. I’m also going to indulge myself in more professional podcasting in the form of interviews and corporate messaging, and coaching for WordPress (the blogging platform on which this site is built), both of which have been particular passions of mine for some time now. You’ll notice that both of these will be featured shortly on my Services page, which is the next thing on my long list to be re-vamped.

We still hold a special place on our bookshelves for the Self-Published Author: a symbol of independence, and the new wave that is sweeping the publishing industry. If you were worried that we had forgotten about you, please don’t! But perhaps we should change the term to be “self-empowered” – if you’d like to know what that feels like, give us a call toll-free at 1-866-907-4084.

May I say Thanks to my wonderful clients, friends, and mentors for all of your assistance as I make this shift. I’m extremely grateful for your honesty, your knowledge, and your faith in our alliance.

I went to see the movie Julie & Julia this evening, partly because it was about a female blogger, and partly because it was about Julia Child, a hero of mine. But I didn’t expect to re-learn an important lesson about writing.

There’s a moment in Julie & Julia where Mrs. Child remarks something like, “It took 8 years of my life to write, and it turns out it was nothing more than something to do so that I wouldn’t have nothing to do.” She fears that writing the cookbook was not the way to reach her audience. She wants American women to know how to produce great French cuisine at home. The book is still not published, and now, she’s 8 years from where she started.

Love of food, or your business, or whatever your topic is, is not enough to write a book. The fact is, Mrs. Child’s book took so long to write because she found that the market she had anticipated in her own mind was not the one she ended up selling to in the end. Proper market research in the beginning can save not just hours, months, or possibly years of work, but also the heartache of having to de-construct something that you have spent so much time building.

Market research today is very different than it was in 1959 – you can spend an hour on Google and learn more in 30 minutes than one could learn in weeks and months in 1959. Time is an Author’s most valuable asset, and it is worth spending a bit of it up front before writing a single word of your book.

This same point is re-made at another point in this great movie, when Julie has been blogging about her passion for almost a year, with thousands of followers, commenters, newspaper articles, and of course, recipes, before she gets a call from a literary agent. In other words, her market research was in her blog. She was already proven.

And yes, the blog did get made into a movie.

Let’s face it: writers don’t get a lot of exercise. I’ve discovered this recipe that makes a really crunchy and filling low-carb snack.

Low-Carb Crunchy Writer’s Snack Mix
(This makes enough to last at least a week or more.)
- 1 box Bran Buds
- 1 bag raisins
- 500g toasted sunflower seeds
- 500g toasted pumpkin seeds
- 250g toasted sesame seeds
- 1 Tablespoon sea salt

Toss in large airtight sealed jar, and spoon out when you feel munchy. Little goes a long way.

The raisins add some carbs, but they are more than offset by the bran, and seem to reduce cravings for sweet stuff. The seeds provide omegas and keep one from feeling hungry because they take a while to break down. If I eat about 3-4 Tablespoons of this before midday, I eat far less lunch.

Makes a nice snack with fried onions – just chop an onion, fry in EVOO, and add the mix to the pan. Can also add spices, curry powder mixes, other low-sugar dried fruit or nuts, chili flakes, bran flakes, flax seed, dried vegetable flakes, etc. Use it to top off soups or mix into tuna salad. Delish!

Here’s a quick post about blogging for authors, written by Joanna Penn – she re-states everything I’ve been saying about effective blogging tips.

Link to: http://bookmarketingmaven.typepad.com/book_marketing_maven/2009/02/-top-10-tips-for-effective-blogging-for-authors.html

I’ll be going LIVE again at 3:30 Pacific time this afternoon with Kim Plumley, or “KimPossible”, the CEO of Publicity Mavens. Call in LIVE at (347) 205-9352.

Get answers right away to your questions about publicity for Authors and other solopreneurs. To listen, just click to: http://www.blogtalkradio.com/Peggy-Richardson/2008/11/19/Publicity-for-Solopreneurs-Interview-with-Kim-Plumley.

We had such excellent feedback about our podcasts with Kim earlier this fall that I was thrilled when she agreed to answer your questions on the air. This is your opportunity to get FREE advice from an expert in the area of literary publicity. Don’t want to call in? Just send your question right here using the “Join the Conversation” blue comment bar below, or email them to us at info@humanuspublishing.com.

Catch you on the air!

What a fab idea – LiveAutographs is a personal video message from your fave celebrity or author, while they sign the latest copy of their book right in front of the camera, just for you. Can I just be the girl that gets the coffee in the video studio? (Another glass of Tang, Mr. Aldrin?)

William Shatner launched the new LiveAutographs product and website today. I can see why stars like this – no mobs, works on their schedule, lots of security, and their autographs retain integrity, because they cannot be faked.

Similar technologies allowing distance autographs and 2-way communication with your favourite author or celebrity have been born in the last year. The Canadian contribution to this next-gen of virtual:personal experience is LongPen, which was invented by that Heroine of Canadian Literature, Margaret Atwood. The advantage for LongPen is that the fan gets 2-way communication, not a pre-recorded video message. In addition, the LongPen technology allows the celebrity to work from their location, and not the LiveAutograph’s studio, wherever that may be.

I can imagine that if I were Carmen Electra, I’d prefer this over paparazzi anyday…