More from Jim McCann: Three-Part Media Push

This is the third of a three-part series on the marketing advice former Marvel marketer and now writer Jim McCann (Return of the Dapper Men, numerous Marvel titles) shared with the Creators Workshop over at Comics Experience. Click below to read Parts 1 and 2.

Part 1: Jim McCann Talks Comic Book Marketing: Start the Conversation

Part 2: Six Errors New Creators Make in Comic Marketing: Words of Advice from Jim McCann

I've been recounting the valuable marketing advice writer and former Marvel marketer Jim McCann shared at a recent forum I attended. Jim gave out a lot of valuable information on how the little guy can market like the big guy. And, yes, a lot his tips assume you've been lucky enough to get into Diamond Previews, but the advice still applies to self-published comics.

Whatever your marketing strategy is and however much or little your willing to spend or do to promote your magnum opus, Jim has one big piece of advice: Really hit the need for people to make pre-orders. In every interview and post, or on every press release or promo piece, tell where or how the book is available. If you do have a Diamond order code--that should be all over your marketing efforts.

Let's face it: Most retailers' and readers' ordering habits are set. They order from the big 4 or 5, and don't pay much attention to the back of Previews much at all. Even if you get yourself a glossy half-page ad, it's not likely to be noticed. If retailers don't order copies of your book, the new reader you are trying to reach, won't ever see the book on the shelf.

Okay, so that out of the way, let's focus on his tips for your three-part media push.

1. Books shouldn't break in Previews. You need to get the word about your book out there 3 months before it appears in Previews. It's difficult to get a listing in Previews if you are self-publishing--and if you're lucky enought to get an ad, don't count on the listing itself to get much notice. By the time Previews is in retailers hands, it's probably too late to get their attention. If they've heard something about your book, a listing may jog their memory and spur them to order. But if your ad is the first time they are hearing about your book, it probably won't even register.

If you're a small creator just starting out, it's important to repeatedly tell people how they can get the book: give your Website out whenever you can. Also be sure to tell people where they can get your book if it's for sale somewhere. Tell everyone you can about your book. Early. And often.

2. Hit with a big marketing push around solicit time and again at FOC. Okay, so you've been making the media rounds, hustling at conventions and even finagled a way into Previews. Next, you need to make a big push when the solicits are released by your publisher. Your talking points need to drive home the idea that retailers and readers should pre-order. Make another push around Final Order Cut-off (FOC). This is the last chance the local shop has to change their comics order.

If you're not in Previews, there's still something you can do. Hopefully you've created some sort of marketing plan. Three months before you plan to release the book, launch a big marketing push. Go big with your marketing efforts, whatever they are (tease with some art, maybe a cover preview), etc.). Get the word out. If you're going to debut it at a con, make sure you make that part of the story.

3. Lay low until 1 month before release. Jim suggests you cool it for a bit, but then strike again a month before your book comes out; and go even bigger the week before.

McCann's third point applies whether you're in Previews and bankrolled by a giant PR budget or printing your books at the copy center: make sure you are getting the word out there. And while you're doing that--remember: Set your book apart--make it stand out from what's on the shelves already. Get readers to want your book.

Six Errors New Creators Make in Comic Marketing: Words of Advice from Jim McCann

This is Part Two of a three-, maybe four-part series on the marketing advice former Marvel marketer and now writer Jim McCann (Return of the Dapper Men, numerous Marvel titles) shared with the Creators Workshop over at Comics Experience. Click here to read Part One.

Jim McCann says there are (at least) six common errors new creators make when marketing their comics.






1. Going out too soon. Don’t announce or promote until you have something to show off. Jim says, “If you don’t have a final cover to go with the project and some finished pages, you are not ready.” He recommends an info packet that includes the first six pages. Wait until you have those items, then create a pdf you can e-mail around (see point 3 below); use as flier or promo materials to give to stores and at cons; and post on the Web.

2. Not knowing your timing. Make sure you have factored in time for pre-publishing promotion: the pre-solicit announcements, solicits, etc. Know those deadlines and be ready to go. Get your info packet together (see number 1 above) and promote before it’s in Diamond Previews. (Waiting until Diamond comes out is way to late.)

3. Not knowing your audience. Who makes up the audience you are trying to pull in? And more importantly, where are they? Don’t try carpet bomb all the comics sites with your product. Or, rather, don’t count on your story announcement rising above the clutter. Take a minute to consider who is likely to like (read: want) your story and where can you connect with them. Don’t ignore the mainstream comics websites and fans, but zero in on your readers and possible avenues for press coverage.

Are you writing a specific genre story, say, a Western? Contact sites that promote Westerns—and not just comics. Moreover, find people who are jazzed about Westerns or zombies or whatever niche your story takes place in and get them onboard. Just like you will want to pitch your Western comic to an editor who does Westerns, you want to find reviewers and reporters who have shown an interest in your topic. They’re most likely to embrace something they have an affinity for.

4. Don’t wait for them to come to you. Make your own opportunities. Once you’ve found your “targets,” send write them. Introduce yourself and your book, ask them if they like to cover it. Be sure to send them the promo materials you’ve created or, hey, a pdf of the whole book if you really want to get them onboard.

5. Don’t get lost in the news. First, Jim recommends keep an eye on con schedules. You don’t want to begin your marketing efforts the week before, during, or even after the major conventions. The big publishers use up all the oxygen in the news cycle, and comic news sites have tons of material to post. Time your announcements to hit at a time when they might get noticed. It’s true that con season has become an almost year-round marathon, but here’s the major shows that will step on your promotion: San Diego, New York, C2E2, Emerald City, Heroes Con, and MegaCon (I mentioned this in a previous post if you want to read more). (As a side note McCann does recommend new creators attend both Heroes Con and MegaCon, which are great for small creators.)

Second, don’t release your news on a Friday—it’s a bad day for news because no one is paying attention.

6. Don’t be obnoxious at conventions. Offer people your product, but outrageous costumes and stunts are only going to piss people off. (That’s not going to sell books.)

Click here to read Part One.

Jim McCann Talks Comic Book Marketing: Start the Conversation

Dapper man Jim McCann gave the Comics Experience Creators Workshop a primer on comic book marketing last night. I was fortunate enough to be in tele-attendance as for more than an hour, the former Marvel marketer and current writer, gave neophyte writers and artists a fantastic overview on how to get noticed and sell their books.

McCann, a writer of who found his niche writing Marvel's Hawkeye and Mockingbird titles while also releasing (with artist Janet Lee) the very inventive OGN Return of the Dapper Men, told the group that marketing is about starting a conversation. He then detailed several great marketing methods used by the big guys but that can also work for the little guys thanks to the power of the Internet. Turns out, in the end, like a lot of things in life, you only get out what you put in.


Comic Experience Creators Workshop Moderator, publisher of Panda Dog Press, and writer of Animal Control: Special Creatures Unit Rob Anderson posted a great article on last night's session. I've cherry-picked a few of the highlights below, but do yourself a favor and go over to Rob's blog and check out the whole thing. (And while you're there, check out ANIMAL CONTROL: SCU "Breeding Stock," a 3-page preview of Rob's awesome comic.)

Marketing Advice from Jim McCann:
•Get the word out before Previews; but not too early (You should have some finished product to show.)
•Know your audience and your reviewers (Find your niche. Just like in pitching your book to an editor, not every book is right for every site or reporter on that site.)
•Social Media is great-this has been discussed ad nauseum because it's true (Network; introduce yourself--but don't be a stalker.)
•Keep one eye on the calendar (Don't get lost in all the convention news.)

Jim also stressed getting retailers excited about ordering your project--in fact, in every interview, post, whatever, he stressed mentioning the Diamond ordering code or where (e.g., the Web site) people can get the book. But more so, he stressed trying to reach out to retailers, locally and nationally if you can.

As I go through my notes, I'm sure I'll be sharing some more details, but check out Rob's blog for more. I'm sure he'll get around to it before I do.