Lee Matthew Goldberg’s novel THE MENTOR is forthcoming from Thomas Dunne Books/St. Martin’s Press in June 2017 and has been acquired by Macmillan Entertainment. The French edition will be published by Editions Hugo. His debut novel SLOW DOWN is out now. His pilot JOIN US was a finalist in Script Pipeline’s TV Writing Competition. After graduating with an MFA from the New School, his fiction has also appeared in The Montreal Review, The Adirondack Review, Essays & Fictions, The New Plains Review, Verdad Magazine, BlazeVOX, and others. He is the co-curator of The Guerrilla Lit Reading Series. He lives in New York City.
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About the Book:
Kyle Broder has achieved his lifelong dream and is an editor at a major publishing house.
When Kyle is contacted by his favorite college professor, William Lansing, Kyle couldn’t be happier.
Until the novel turns out to be not only horribly written, but the most depraved story Kyle has read.
After Kyle politely rejects the novel, William becomes obsessed, causing trouble between Kyle and Jamie, threatening Kyle’s career, and even his life. As Kyle delves into more of this psychopath’s work, it begins to resemble a cold case from his college town, when a girl went missing. William’s work is looking increasingly like a true crime confession.
Lee Matthew Goldberg's The Mentor is a twisty, nail-biting thriller that explores how the love of words can lead to a deadly obsession with the fate of all those connected and hanging in the balance.
PRAISE FOR THE MENTOR:
From Booklist - A junior editor at a Manhattan publisher reunites with his college mentor with disastrous results in Goldberg's second thriller (after Slow Down, 2015). Kyle Broder has just acquired a probable best-seller for Burke & Burke publishing when he hears from his former literature professor, William Lansing, who pitches the still-unfinished opus he’s been working on for 10 years. Lansing’s book is not only badly written, it’s also disturbing, featuring a narrator literally eating the heart of the woman he loves. Lansing turns vengeful when his "masterpiece" is rejected, but Broder’s concerns about his mentor are dismissed both at home and at work: Broder’s girlfriend considers Lansing charming, and a rival editor feigns interest in Lansing’s book. Broder revisits his college and delves more deeply into the cold case of a missing ex-girlfriend, and as the plot darkens and spirals downward, it’s unclear who will be left standing. The compelling plot is likely to carry readers with a high enough tolerance for gore to the final twist at the end.
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After your book was released, what was the first thing you did when getting ready for your book launch?
I have a book signing at Mysterious Bookshop in NYC on the night of the launch so inviting people to that along with an e-mail blast about the book and the same across social media platforms.
After that, what was your next step?
I’m doing a six-city tour at bookstores across the country so will be busy promoting the book this summer.
Did you do anything different to spice up your website in lieu of your upcoming book release?
Yes I had my website re-done. My old website was okay but too busy. I wanted it to be refreshed and easier to navigate. A good friend of mine who’s a graphic designer really helped with all the changes.
Did you ever consider using a PR agency to help you promote your book or did you prefer the DIY route?
My publicist Justin Velella at St. Martin’s Press has been amazing with promotion and getting reviews. I also signed up for a blog tour with Dorothy Thompson and Pump Up Your Book to do a virtual tour. A good writer friend recommended her to me.
Were finding reviews a top priority for you and, if yes, how did you approach that?
My publicist has gotten me early reviews. We’re waiting to see if others come in too.
What are your views on social media for marketing your book?
While I don’t love promoting on social media, it’s a necessary beast. Facebook is great for friends and family and I have a Facebook Author Page to help bring in new readers. Twitter is okay, but I’m not sure if it’s really worked to get the book out. Goodreads is probably the best, since it targets people who love books and reading.
What social media has worked best for you?
Probably Facebook and Goodreads.
Did you write a press release and do you think it worked for you?
I sent out an email blast three weeks prior to release and one on the day of launch too.
Did you revamp your author’s page at Amazon in any way to prepare for the launch (https://authorcentral.amazon.com/)?
I had it set up well for my first book Slow Down, but made some changes to my bio and added the tour dates for the new book, The Mentor.
Did you have other books you offered for free in order to help sell your present book?
I have a few short stories that I make free from time to time on Amazon, but I haven’t really seen that it’s translated to sales.
Did you set up booksignings and, if so, how did that work for you?
Yes I set up thirteen signings and readings and will be on tour in NYC, Boston, DC, Portland, SF and LA. I can’t wait to get the tour going!
Did you create a book trailer?
St. Martin’s Press created a humorous gif trailer for the book at their site Criminal Element that I love.
Did you time your book launch around a certain holiday?
St. Martin’s Press picked it. They wanted it to be released in the summer. Thrillers do well when you can bring them to the beach.
What was the best money you ever spent on your book launch?
The website update was important and the virtual tour. That’s really the only money I’ve spent.
Any tips for those authors wanting to set up a successful book launch?
Contact everyone you know, but don’t overkill. If you can get a bookstore or even a space to promote the event, that can bring in a lot of sales too. Early reviews are important as well so if you’re unable to get Kirkus, PW, etc., I’d pay to do a virtual tour that can guide whatever genre you written to the ideal readers.