BuzzWord: Green

Apparently “green” is the new buzzword in publishing. We’ve been talking here on Straight From Hel and elsewhere about ebooks becoming more acceptable and more popular as the younger generation who knows no world without computers grows up, as older people get used to the Internet and the Kindle and other e-readers, as the print publishers are hit hard by the sagging economy. All that aside, the buzz word, the word that apparently will sell e-books is…green.

A press release for Elizabeth Eagan-Cox’s cozy paranormal mystery series touts that the books are “green” and “environmentally friendly.” The majority of the press release is taken up by statistics like:

When it comes to the traditional paper-printed publishing industry, before the wood pulp is made into paper, 62.7% of the negative ecological footprint comes from getting the timber to the mill. Another 26.6% happens during the paper production at the paper mill. Another 8.2% comes from the landfill release of the methane gas from the paper-printed books that are not purchased. The energy used in transporting and storing printed books is another 12.7%.

Keep in mind, this is a press release. PR is meant to provide a new angle on a product that will attract buyers. And the angle of this PR release is “green.” Still, for me, it didn’t work. I came away knowing very little about the series except that it comes out in e-book before it appears in print. That sounds like a good press release for the publishers. But it doesn’t make me want to go buy the book.

When you release a promotional piece about your book, think about the message. What is your hook? I think it’s a good angle to remind people that e-books are environmentally friendly, but don’t forget to sell your book, as well.