PJ Nunn
Let's face it - the publishing business these days could easily be described as insane. And I AM a therapist so I'm allowed to say that. Of course one of the first things I learned in grad school is that there really is no "normal". It goes right along with that pesky null hypothesis and the horrors of statistics class (which mascarades as math but is, in truth, of the devil). Just scroll back over Lynne's and Abby's posts this past week and see what I mean. Semi-organized chaos is typical.
I'm glad Lynne's week has been good so far. Mine has too in many areas. In others, I'd like to pull my hair out, but then I'd be bald and that would make things worse so I simply eat more chocolate. Even answering my phone is a crap shoot. My calls run the gamut from the highly desired national broadcast producer calling to say, "Yes, we'd love to have your author on our show. How about Tuesday?" to the dreaded unhappy client calling to say, "I don't need you any more. You haven't done anything for me that I can't do for myself." Sigh.
So let me state for the record that I rarely do anything for anyone that they couldn't do for themselves. But I do things for people almost every day that they don't do for themselves and I do them well.
Please forgive the mini-rant.
I read an article today about some of the greatest marketing stunts ever, and there have been some good ones over the years. But it reminded me of something worth mentioning here. Lots and lots of authors think they know all the right things to do, and busy themselves doing those things. But often in the doing, they lose sight of the reason someone thought they should do those things in the first place. Or maybe they never knew the reason. What are you really trying to accomplish? Your marketing plans should lead you to that final outcome. A good plan has an outcome that's a year away or longer, so you really can't judge the success of your plan a week from Friday. Each event or step is one of many designed to lead you there. Usually one builds on another so gauging success or failure on the basis of a single element probably won't give you an accurate forecast of the outcome.
It pays to reevaluate your marketing plans periodically, but not too often. There's a fine line to walk and I get clients that go to two extremes. One who wants to judge cause/effect every other day (way too soon) and another who found a plan six years ago and sticks with it today, regardless of the advent of blogging and any other newer options. The first ones are the ones that want to change course on the basis of a single signing event or radio interview. If the event was a smashing success they want to schedule 50 more just like it. If the event didn't go the way they hoped, stop the presses and cancel everything! Neither of those responses is a good one.
I regularly get new clients whose expectations need some adjustment. I'd love to be able to prevent that but it's hard to do. I try to discern what their expectations are in initial phone conversations and do a fairly accurate job in most cases, but still get surprised now and again. Probably because even if I asked outright what their expectations are, they're not likely to be entirely honest. Not because they intend to lie or mislead. Just because first, it probably seems immodest or egotistical (although I've also been surprised by a few who truly seemed to believe theirs was the best novel ever written) so they minimize what they'll say. If they mention Oprah, it's in a joking manner with only a tiny hint of hopeful undertones. Second probably because they've not really thought it through yet.
It's nice when they come to us prepared with feet firmly planted on the ground. It's also fairly rare, at least for first time authors. Did I mention Flexibility is my middle name? There are so many variables in this business, it's hard to plan knowledgably, but it can be done.
So how does an author lay in an effective, even memorable, marketing plan in today's economy? By doing his or her homework. That includes getting information from a variety of sources, understanding that many have influenced reasoning. Such as (I'm sticking my neck out here) publicists at major publishing houses who say they'll be working a variety of media venues for you or smaller publishers who promise they do more publicity for you than the big guys. There's truth in both of those statements and I work with both small and large publishers every day. But there's also unspoken truth there, much of which can be condensed into one statement. They don't have time to do as much as they'd really like to do. I can honestly say I don't know of one who'd lie outright, promising something they know they won't deliver. But I know the business and how flaky it is (meaning the reliability of markets) and how TIME is one of the most critical elements in marketing.
Deadlines are everywhere. Print space and air time are dictated available or not by breaking news and corporate sponsors. Followup is vital because there's some kind of unwritten rule about not returning phone calls or emails. And few publishers or publicists have the manpower or the time to do sufficient followup even if they do have the ability to make the initial pitch in the first place. Most of the time it's a one shot deal. If it works, great. If it doesn't, oh well. Time to move on.
I've been hired by many a client over the years who hired me a month or two or three after release because they thought the publisher had them covered, only to find out they didn't get the coverage they expected.
But there's another part of due diligence that has to do with realistic expectations. I so hate to hear from first time authors who are frustrated because they think the radio programs aren't on big enough stations or the stores didn't have posters in all the windows and a marching band on hand to welcome the touring author. National NPR shows are fabulous, but they rarely interview authors promoting a single PBO release. There are a few choice stores that pull out all the stops to promote each and every event they host, but most don't. Most can't afford to. They do what they can.
So should a first time author not bother to try? Oh please don't go that route. That's like shooting yourself in the foot. But you can improve your odds by practicing your interviewing technique with a media coach and laying in some media Q & A or bullet lists of talk points that make you seem like the seasoned professional you are or hope to be. You can also improve your luck at signing events by actually planning an event and providing the store with materials to help promote your event. Remember that if you're working an independent bookseller, they're usually very committed to the cause but short of both staff and funds and will appreciate anything you do or provide to help bring traffic in for your event. If you're planning a signing at a chain store, you're working with someone who earns an hourly wage and has a lot of other things to do. Some are doing good just to get your books ordered. Don't wait for them to promote your event. If they actually do, you can be pleasantly surprised. If they don't, you won't be devastated because you expected more.
I had an author tell me once that I shouldn't use the excuse of his book being from a small press for not getting him what he wanted. I had to counter that it wasn't an excuse at all, but it was an explanation. I have contacts most authors don't have. I know the ins and outs of scheduling media better than many authors. I even have favors I can call in from time to time. Those are things I use every day to get attention for my clients and their work. But I can't always get what they want. I wish I could.
My week?
National media for Karna Bodman.
Christmas Eve television spot for Donna Andrews.
Possible event for Sally Wright on a local Air Force base.
Got to read my partner in crime's (Mike Witzgall) mentions in Jonathan Maberry's Zombie CSU.
Got a last minute call at nearly 7 this evening that Joshua Corin's interview needs to be rescheduled due to a host's sore throat.
Got Jeff Osburn's ARCs off to major reviewers.
Got nibbles from appropriate print markets for Kathryn Lilley, Clare Langley-Hawthorne, and Margot Justes.
Got less than the average number of declined events - I guess more folks are in the holiday spirit.
And I have a whole list of things still to do and calls still to make this week. All things considered, it is a good week. Hope yours is good too!
Till next time,
