Episode 257 - Book Sponsorships with Dale L. Roberts
September 24, 2024
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Dale L. Roberts discusses BOOK SPONSORSHIPS, based on his experience soliciting sponsors for his series of non-fiction books. We discuss the importance of matching sponsorships with your theme and brand; of reading the fine print in the terms and conditions of the platforms you will use to distribute your book; how he made the decision about where to place the ads and what reader response has been; the information you’ll need to pitch a potential sponsor, and the importance of asking “why” if you get a no. We also discuss some ways that fiction authors might pursue sponsorships for their books and whether sponsorships and crowdfunding is an either/or or a both/and proposition.
Dale L. Roberts is a self-publishing advocate, award-winning author, and renowned video creator. With over 50 publications, he has become an authority in self-publishing, leading him to create his own YouTube channel, Self-Publishing with Dale, regarded as one of the premier information resources in the indie publishing community. Dale lives in Columbus, Ohio, with his wife Kelli and two rescue cats, Auggie and Allie.
Links
Dale's Links:
https://www.facebook.com/selfpubwithdale
https://twitter.com/selfpubwithdale
https://www.instagram.com/selfpubwithdale/
https://www.youtube.com/selfpublishingwithdale
Matty's Links:
Affiliate links
Events
https://www.facebook.com/selfpubwithdale
https://twitter.com/selfpubwithdale
https://www.instagram.com/selfpubwithdale/
https://www.youtube.com/selfpublishingwithdale
Matty's Links:
Affiliate links
Events
I hope you enjoyed my conversation with Dale! Are you intrigued by the idea of book sponsorships, and what ideas do you have for how that might play out for your own books? Would you never consider soliciting sponsorships for your books, and why not?
Please post your comments on YouTube--and I'd love it if you would subscribe while you're there!
Are you getting value from the podcast? Consider supporting me on Patreon or through Buy Me a Coffee!
Summary
This week on The Indy Author Podcast, Matty Dalrymple talks with Dale L. Roberts about the concept of book sponsorships and how indie authors can leverage this strategy to fund their publishing projects. Dale shares his personal experiences, strategies, and practical advice on navigating the world of sponsorships.
The Concept of Book Sponsorships
Dale delves into his journey of securing book sponsorships, explaining how his background in securing sponsorships for his YouTube channel led him to explore similar opportunities for his books. He shares the initial spark that led him to consider book sponsorships, mentioning a conversation with his friend Justin Moore, a renowned expert in brand deals and sponsorships. Justin had not only thought of book sponsorships first but had also envisioned even more ambitious ideas, such as securing multiple sponsors for a single publication.
Securing Sponsorships: The Process
Dale emphasizes the importance of approaching potential sponsors well in advance of a book's launch date. He shares his experience of reaching out to his dream brands, including Miblart, Draft2Digital, and Book Award Pro. Despite the tight timeline, he successfully secured four out of five sponsors, underscoring the necessity of having a strategic and proactive approach.
Presenting Ads to Readers
Matty inquires about how the ads are presented to readers within Dale's books. Dale explains that he places the ads in the front matter to capitalize on the "Look Inside" feature on Amazon, ensuring maximum visibility. However, he acknowledges feedback suggesting that placing ads in the back matter might offer better context and appeal once readers have engaged with the book's content.
Organic Product Placement vs. Traditional Ads
The discussion shifts to the idea of integrating ads more organically into the book's content. Dale recalls advice from Johnny Andrews, who suggested that product placement within the book's narrative might feel more genuine and less intrusive than traditional ads. While Dale admits this train of thought came too late for his current series, he acknowledges the potential of this approach for future projects.
Reader and Platform Response
Matty asks about reader and platform responses to these sponsorships. Dale reassures that he has not received negative feedback from readers. He also discusses the importance of reviewing platform terms and conditions to ensure compliance with rules regarding ads in books. While enforcement of these rules seems rare, Dale advises caution to avoid potential account issues.
Risk Tolerance and Suitability for New Authors
Addressing concerns for new authors, Dale highlights the importance of risk tolerance and the groundwork required to secure sponsors. He encourages new authors to leverage their creativity and to approach potential sponsors with a well-thought-out proposal that outlines the benefits for the sponsor. He also advises tracking data meticulously to support future negotiations.
Real-world Examples and Creative Opportunities
Matty shares her thoughts on integrating real-world locations, such as local airports or wineries, into her fiction books, blending sponsorships with the narrative in a fun and engaging way. Dale likens this to product placements in movies, citing Adam Sandler's effective use of brand integration. This creative approach can make sponsorships feel less commercial and more integral to the story.
Crowdfunding vs. Sponsorships
Matty and Dale discuss the parallels between sponsorships and crowdfunding platforms like Kickstarter. Dale mentions his consideration of Kickstarter for his series but decided against it due to the additional workload while managing his sponsorship deals. He suggests that combining both methods could be viable for those with the bandwidth to handle the demands.
Final Advice
Dale concludes with practical advice for authors considering sponsorships. He emphasizes the importance of aligning with brands that resonate with one's audience and ensuring transparency about sponsorships to maintain trust. Matty adds that highlighting planned promotional efforts can also help authors without a track record to demonstrate their seriousness and gain sponsor support.
In this episode, Dale L. Roberts sheds light on the nuanced world of book sponsorships, providing valuable insights and actionable advice for indie authors looking to explore this innovative funding avenue. Whether you're an established author or just starting, understanding the dynamics of sponsorships can open new opportunities for creative collaboration and financial support.
The Concept of Book Sponsorships
Dale delves into his journey of securing book sponsorships, explaining how his background in securing sponsorships for his YouTube channel led him to explore similar opportunities for his books. He shares the initial spark that led him to consider book sponsorships, mentioning a conversation with his friend Justin Moore, a renowned expert in brand deals and sponsorships. Justin had not only thought of book sponsorships first but had also envisioned even more ambitious ideas, such as securing multiple sponsors for a single publication.
Securing Sponsorships: The Process
Dale emphasizes the importance of approaching potential sponsors well in advance of a book's launch date. He shares his experience of reaching out to his dream brands, including Miblart, Draft2Digital, and Book Award Pro. Despite the tight timeline, he successfully secured four out of five sponsors, underscoring the necessity of having a strategic and proactive approach.
Presenting Ads to Readers
Matty inquires about how the ads are presented to readers within Dale's books. Dale explains that he places the ads in the front matter to capitalize on the "Look Inside" feature on Amazon, ensuring maximum visibility. However, he acknowledges feedback suggesting that placing ads in the back matter might offer better context and appeal once readers have engaged with the book's content.
Organic Product Placement vs. Traditional Ads
The discussion shifts to the idea of integrating ads more organically into the book's content. Dale recalls advice from Johnny Andrews, who suggested that product placement within the book's narrative might feel more genuine and less intrusive than traditional ads. While Dale admits this train of thought came too late for his current series, he acknowledges the potential of this approach for future projects.
Reader and Platform Response
Matty asks about reader and platform responses to these sponsorships. Dale reassures that he has not received negative feedback from readers. He also discusses the importance of reviewing platform terms and conditions to ensure compliance with rules regarding ads in books. While enforcement of these rules seems rare, Dale advises caution to avoid potential account issues.
Risk Tolerance and Suitability for New Authors
Addressing concerns for new authors, Dale highlights the importance of risk tolerance and the groundwork required to secure sponsors. He encourages new authors to leverage their creativity and to approach potential sponsors with a well-thought-out proposal that outlines the benefits for the sponsor. He also advises tracking data meticulously to support future negotiations.
Real-world Examples and Creative Opportunities
Matty shares her thoughts on integrating real-world locations, such as local airports or wineries, into her fiction books, blending sponsorships with the narrative in a fun and engaging way. Dale likens this to product placements in movies, citing Adam Sandler's effective use of brand integration. This creative approach can make sponsorships feel less commercial and more integral to the story.
Crowdfunding vs. Sponsorships
Matty and Dale discuss the parallels between sponsorships and crowdfunding platforms like Kickstarter. Dale mentions his consideration of Kickstarter for his series but decided against it due to the additional workload while managing his sponsorship deals. He suggests that combining both methods could be viable for those with the bandwidth to handle the demands.
Final Advice
Dale concludes with practical advice for authors considering sponsorships. He emphasizes the importance of aligning with brands that resonate with one's audience and ensuring transparency about sponsorships to maintain trust. Matty adds that highlighting planned promotional efforts can also help authors without a track record to demonstrate their seriousness and gain sponsor support.
In this episode, Dale L. Roberts sheds light on the nuanced world of book sponsorships, providing valuable insights and actionable advice for indie authors looking to explore this innovative funding avenue. Whether you're an established author or just starting, understanding the dynamics of sponsorships can open new opportunities for creative collaboration and financial support.
