HARPER'S BAZAAR: 150 YEARS
HARPER’S BAZAAR: 150 YEARS
FEBRUARY 2017
US $65.00 CAN $79.00 UK £40.00
DIGITAL BOOK WORLD Remaking the Copywriting Process and the Shift from B2B to B2C Tuesday, January 17, 2017
EDITORIAL DRIVEN COPY • Editors write copy that gets used for: • Company Catalog • Jacket / Flap Copy • Consumer facing platforms such as Amazon, IndieBound, and Barnes & Noble
EDITORIAL
CATALOG JACKET
CONSUMER FACING
• Editors control the content from top to bottom
EDITORIAL & MARKETING RESEARCH DRIVEN COPY
EDITORIAL
MARKETING
RESEARCH
AUDIENCE INFORMATION
CATALOG JACKET
CONSUMER FACING
• The Editorial and Marketing departments collaborate to create an in-depth profile of a title’s target audience • This informs different copy for: • Company Catalog • Jacket / Flap Copy • Consumer facing platforms such as Amazon, IndieBound, and Barnes & Noble
COPYWRITING TIMELINE TIMELINE
OUTPUT
TEAM
RESOURCES
12-15 Months Prior to Pub
Launch Fact Sheet
Editorial
Book Proposal Author Questionnaire Metadata Research Checklist
11 Months Prior to Pub
Catalog Copy
Editorial Managing Editorial
9-10 Months Prior to Pub
Audience Information Sheet
Marketing
Launch Fact Sheet Author Questionnaire Editorial Research
8-9 Months Prior to Pub
Customer Copy Flap Copy
Marketing Managing Editorial
Launch Fact Sheet / Catalog Copy Advanced Reviews / Blurbs Audience Information Sheet
1-3 Months Prior to Pub
Press Release
Publicity
All book / audience data available
Update Copy
Marketing Publicity
Awards and Reviews Additional Information
Launch Fact Sheet
PUB DATE 1-3 Months Post-Pub
THE AUDIENCE MINDSET
Think like a reader.
• Throughout the metadata creation process, identify who the audience is,
how they speak, and what resonates with them through: • High-opportunity keywords, topics, and phrases that align with consumer terminology
• Related topics, authors, experts, and interests • Bad book metadata and missed opportunities • Other opportunities
EDITORIAL RESEARCH RESOURCES
• Core audience research tools: • LibraryThing • Goodreads
• Google
• Advanced audience research tools: • Google AdWords: Keyword
Planner
• Amazon
• Facebook Audience Insights
• Soovle
• Follerwonk
• Google trends
• UberSuggest
OPTIMIZING THE BOOK DESCRIPTION
STRAPLINE The “elevator pitch” Most critical to SEO and discovery.
TOP-LEVEL EXPLANATION Topics and Themes • Consumer keywords, topics, and phrases • Author, genre(s)/subject(s), people, organization, places
EXPOSITION Clear, detailed description of the book. Content not picked up online.
DETAILED DESCRIPTION Plot, features, and notable topics • Longer-tail descriptive phrases
CLOSE Short final paragraph Make the sale.
STRONG CLOSING Emphasize who this book is for and why this book • Strong comps, awards, nominations, review quotes
TEST CASE: BAD DADS
EDITORIAL RESEARCH • After the the Launch Fact Sheet, use editorial research tools to develop strong keywords and copy for the catalog: LibraryThing Tagmash
EDITORIAL RESEARCH • Search comp titles for consumer reviews: Goodreads
Amazon
EDITORIAL RESEARCH • Create a list of most searched / effective keywords
Soovle
Google Keyword Finder
EDITORIAL RESEARCH Title:'Bad'Dads' ! From'Library'Thing' ! Tags'and'reviews'for'comp'titles' Wes$Anderson$Collection$ $ Most'Popular'Tags'For'WES'ANDERSON'COLLECTION' · Non% fiction!(15)*! · Film!(14)! · Art!(5)! · Interviews!(4)! · Cinema!(4)! · Coffee!Table!(4)! · Wes!Anderson!(4)! · Interviews!(4)! · Movies!(4)! · Reference!(3)! *!number!indicates!number!of!times!tagged!
! Keywords!in!reviews:!interview,!essay,!excerpts,!Seitz,!film,!process,!detail,! Anderson,!conversation,!illustrated,!design.! ! Matt'Zoller'Seitz' Tags:!biography,!coffee!table,!cinema,!film,!movies,!Wes!Anderson,!essays,! interviews,!nonfiction,!movies,!photography,!pop!culture.!$ ! Tagmash' [film,!interviews,!non% fiction]! Notable!tags:!biography,!memoir,!literature,!!! Notable!subjects:!motion!pictures,!oral!history!! Additional!potential!comps:!Hitchkock!by!Fracois!Truffant! ! [coffee!table,!film,!interviews]!! Notable!tags:!biography,!non% fiction,!history! Notable!subjects:!N/A!(lots!of!related!tags/subjects!pointing!towards!Seabiscuit)!
EDITORIAL RESEARCH CATALOG COPY
AUDIENCE INFORMATION SHEET AUDIENCE(INFORMATION(SHEET( ( BOOK(DETAILS( TITLE:!!
Wes(Anderson(Collection:(Bad(Dads( Art!Inspired!by!the!Films!of!Wes!Anderson!
ISBN:!!
SUBTITLE:!!
E@ BOOK(ISBN:!!
!
978
FEBRUARY 2017
US $65.00 CAN $79.00 UK £40.00
DIGITAL BOOK WORLD Remaking the Copywriting Process and the Shift from B2B to B2C Tuesday, January 17, 2017
EDITORIAL DRIVEN COPY • Editors write copy that gets used for: • Company Catalog • Jacket / Flap Copy • Consumer facing platforms such as Amazon, IndieBound, and Barnes & Noble
EDITORIAL
CATALOG JACKET
CONSUMER FACING
• Editors control the content from top to bottom
EDITORIAL & MARKETING RESEARCH DRIVEN COPY
EDITORIAL
MARKETING
RESEARCH
AUDIENCE INFORMATION
CATALOG JACKET
CONSUMER FACING
• The Editorial and Marketing departments collaborate to create an in-depth profile of a title’s target audience • This informs different copy for: • Company Catalog • Jacket / Flap Copy • Consumer facing platforms such as Amazon, IndieBound, and Barnes & Noble
COPYWRITING TIMELINE TIMELINE
OUTPUT
TEAM
RESOURCES
12-15 Months Prior to Pub
Launch Fact Sheet
Editorial
Book Proposal Author Questionnaire Metadata Research Checklist
11 Months Prior to Pub
Catalog Copy
Editorial Managing Editorial
9-10 Months Prior to Pub
Audience Information Sheet
Marketing
Launch Fact Sheet Author Questionnaire Editorial Research
8-9 Months Prior to Pub
Customer Copy Flap Copy
Marketing Managing Editorial
Launch Fact Sheet / Catalog Copy Advanced Reviews / Blurbs Audience Information Sheet
1-3 Months Prior to Pub
Press Release
Publicity
All book / audience data available
Update Copy
Marketing Publicity
Awards and Reviews Additional Information
Launch Fact Sheet
PUB DATE 1-3 Months Post-Pub
THE AUDIENCE MINDSET
Think like a reader.
• Throughout the metadata creation process, identify who the audience is,
how they speak, and what resonates with them through: • High-opportunity keywords, topics, and phrases that align with consumer terminology
• Related topics, authors, experts, and interests • Bad book metadata and missed opportunities • Other opportunities
EDITORIAL RESEARCH RESOURCES
• Core audience research tools: • LibraryThing • Goodreads
• Advanced audience research tools: • Google AdWords: Keyword
Planner
• Amazon
• Facebook Audience Insights
• Soovle
• Follerwonk
• Google trends
• UberSuggest
OPTIMIZING THE BOOK DESCRIPTION
STRAPLINE The “elevator pitch” Most critical to SEO and discovery.
TOP-LEVEL EXPLANATION Topics and Themes • Consumer keywords, topics, and phrases • Author, genre(s)/subject(s), people, organization, places
EXPOSITION Clear, detailed description of the book. Content not picked up online.
DETAILED DESCRIPTION Plot, features, and notable topics • Longer-tail descriptive phrases
CLOSE Short final paragraph Make the sale.
STRONG CLOSING Emphasize who this book is for and why this book • Strong comps, awards, nominations, review quotes
TEST CASE: BAD DADS
EDITORIAL RESEARCH • After the the Launch Fact Sheet, use editorial research tools to develop strong keywords and copy for the catalog: LibraryThing Tagmash
EDITORIAL RESEARCH • Search comp titles for consumer reviews: Goodreads
Amazon
EDITORIAL RESEARCH • Create a list of most searched / effective keywords
Soovle
Google Keyword Finder
EDITORIAL RESEARCH Title:'Bad'Dads' ! From'Library'Thing' ! Tags'and'reviews'for'comp'titles' Wes$Anderson$Collection$ $ Most'Popular'Tags'For'WES'ANDERSON'COLLECTION' · Non% fiction!(15)*! · Film!(14)! · Art!(5)! · Interviews!(4)! · Cinema!(4)! · Coffee!Table!(4)! · Wes!Anderson!(4)! · Interviews!(4)! · Movies!(4)! · Reference!(3)! *!number!indicates!number!of!times!tagged!
! Keywords!in!reviews:!interview,!essay,!excerpts,!Seitz,!film,!process,!detail,! Anderson,!conversation,!illustrated,!design.! ! Matt'Zoller'Seitz' Tags:!biography,!coffee!table,!cinema,!film,!movies,!Wes!Anderson,!essays,! interviews,!nonfiction,!movies,!photography,!pop!culture.!$ ! Tagmash' [film,!interviews,!non% fiction]! Notable!tags:!biography,!memoir,!literature,!!! Notable!subjects:!motion!pictures,!oral!history!! Additional!potential!comps:!Hitchkock!by!Fracois!Truffant! ! [coffee!table,!film,!interviews]!! Notable!tags:!biography,!non% fiction,!history! Notable!subjects:!N/A!(lots!of!related!tags/subjects!pointing!towards!Seabiscuit)!
EDITORIAL RESEARCH CATALOG COPY
AUDIENCE INFORMATION SHEET AUDIENCE(INFORMATION(SHEET( ( BOOK(DETAILS( TITLE:!!
Wes(Anderson(Collection:(Bad(Dads( Art!Inspired!by!the!Films!of!Wes!Anderson!
ISBN:!!
SUBTITLE:!!
E@ BOOK(ISBN:!!
!
978
