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Today critic Angela Wilson chats it up with Hannibal Jones’ author Austin Camacho.

Who is Austin Camacho?

Some people think he’s a public affairs specialist for the Defense Department, but inside he’s a philosopher and a teller of morality tales thinly disguised as mysteries or adventure stories.  He’s also a husband and father, a flirt and a loudmouth, with a big heart and an even bigger ego.  He’s also a hard-working marketing fool who wants every adult alive to read his novels.

You’ve published several fiction novels. Why did you decide to pen a book about marketing?

When I was first published I read a number of excellent volumes on how to market self-published books, but none of them did a good job of addressing my specific needs.  The most successful self-published books are nonfiction, but the best advice on marketing nonfiction books won’t help you sell your novel.  So I set about culling out what was most useful to me. A lot of trial and error was involved, and more than a few disappointments. This book is the result of the synthesis of knowledge found in those books, my public affairs training, and my ten years of hard won personal experience.

Who is this book for?

This book is for all those novelists out there who got tired of waiting for Simon and Shuster or Ballantine to give them a chance. Print on Demand, self publishing and small presses are all reasonable options, but those authors need to know what to do to get their books the attention they deserve.

What are some key tips you offer authors to help them sell successfully?

If I were to offer just 3 basic tips they’d be:
1. Camouflage – make your book look like those the big publishers put out, and behave like a big time author.
2. Planning – decide what tools and techniques you’ll use and map out the timing of your marketing strategy.
3. Evidence-based Marketing – Don’t spend money on any marketing technique unless someone can show you proof that someone has made money doing it.

You publish your own work. What benefits are there to that?

The advantages are financial and emotional.  When you self publish you don’t share the profits with a publisher so you can make a real profit on even a small number of books sold.  Also, you own all the rights to your books and can sell them to anyone who wants to publish you in print, electronically, overseas or in audio.

Just as important to me is the total control I have.  I choose the cover, the back cover copy, the interior design, the font… everything about the physical product.  I like the feel of really owning my books.

What hurdles do you face?

Of course I face the obstacles every author faces: getting my book noticed in the crowded field of genre fiction, getting booksellers to stock them, building my name. 

But I face some barriers that mainstream authors don’t.  It is very hard for self-published and POD authors to get distribution, one thing that’s a given for mainstream authors.  It is also much harder for us to get reviews in major papers and magazines.  And we’re shut out of many of the most prestigious awards.  For example, I’m not eligible for the Edgar awards, regardless of the quality of my writing, because the Mystery Writers of America don’t recognize me as a published author.  Only books published by a short list of publishers qualify.  My small press publisher, Echelon Press, has nearly 100 authors, pays an advance and works with several distributors, but it’s not on the MWA’s list. 

You have a few marketing books on your own shelves. What are other tomes you recommend?

1,001 Ways to Market Your Books by John Kremer is the place to start.  Unfortunately 90% doesn’t apply to fiction but it’s all good to know.  Then I like the books by Tom and Marilyn Ross.  Guerrilla Marketing for Writers is full of good ideas to try.  And don’t forget Dan Poynter, the dean of self publishers.

Who are you reading?

I’ve just discovered Mario Acevedo, who writes across genres with a vampire private eye named Felix Gomez. Combining mystery and horror is hard enough, but in The Undead Kama Sutra Gomez is fighting aliens so there’s a sci-fi angle too. It’s sexy and funny and I love the way he handles all three genre at once.

What’s next for you?

My agent has a new Hannibal Jones mystery and two new thrillers I haven’t published. She and I met with some publishers’ editors at Thrillerfest and got some positive feedback. So, there’s a chance I may break into mainstream status. Cross your fingers for me.

Where can we find you on the web?

Everywhere! Seriously, go to my web site - www.hannibaljonesmysteries.com - and click the “Austin on the web” link to see the other 20 internet places I call home.