PJ Nunn
I’m often asked what tool is most important for an author to utilize in promoting a book. Usually, the expected answer would be a post card or bookmark, or maybe a well constructed press release. But that’s not what I say. Maybe it’s a trick question, but the tool I see that’s most needed and most often lacking in an author’s toolbox is a calendar. I’m sure there are those who use one diligently and faithfully, but so many don’t.
One of my favorite books for years has been The Seven Habits of Highly Effective People by Stephen Covey and it still is. I haven’t made time to read The Eighth Habit yet, but I assure you I will. I’ve learned over the years to rely heavily on my Daytimer, and am slowly making the transition, at least in part, to my Blackberry. The reason is simple. In this day and time, if I don’t write it down, it’ll get lost in the shuffle. And often, if I don’t schedule it, it won’t happen. It’s not rocket science. It’s just the way it is.
So often, I hear something like, “Once I get through with this, then…” and it sends up a little warning flag. It’s really easy to be task oriented with a single focus, but when it comes to juggling the writing with promoting, it’s worth learning to juggle rather than alternating one with the other. “I’ll finish these rewrites before my deadline, then I’ll figure out what I need to do about promotion…” sounds logical, but it may mean that author will miss promotion deadlines in the meantime. Probably that’s the number one argument for needing a publicist to help with those things.
Every writer has to find his or her own rhythm, and it usually means writing at certain times each day. It’s what to do with the time after that writing time that comes into play. Good planning may, in some seasons, even mean shortening that writing time to accommodate some promotional planning and activity since the normal daily schedule usually fills itself up with other daily activities.
Every temperament has its strengths and weaknesses, and some lend themselves to self-discipline and multi-tasking better than others. But every writer who is building a career as an author must implement a plan to achieve success. That plan should be multi-faceted and is not a task that can be completed then put aside. It will be a part of the business as long as there is a business. The same is true for promotion. It’s an integral and ongoing part of any business that involves selling a product. Target markets may change, campaigns may come and go, but getting the word out about your product will always be necessary.
As a publicist, I see all kinds of plans and efforts every day. Some authors have it down to an art and work seamlessly with their in-house publicists or with help they’ve hired on their own. Some smaller press authors have made a huge impact with little or no outside help, although I do wonder sometimes when they find time to sleep!
Those of us who are regularly active in the book publishing industry still recognize that there are hundreds or even thousands of new titles released every year that we’ve never heard of despite the authors’ and publishers’ promotional efforts. Some days I feel I’m totally immersed in the mystery and suspense genre, yet invariably when award nomination time comes around there will be titles on the list that I’ve never seen before.
The bad news about that is that even large promotion efforts don’t reach everyone who loves to hear about new releases in the genre. The good news is, that means there’s always something else that can be done to reach new readers.
So what does a calendar have to do with all that? There’s something comforting to me about a blank calendar. It gives me a measure of control over my days, even when later they may seem totally out of control. Even if I have to change plans sometimes (and I often do), it still lets me have something to say about where my time goes.
Typically, whether planning things for myself or for a client, I like to use a 12 month calendar. That way, I can take what is often a lengthy list of things to be done, and spread them out so that the task seems less intimidating. I review things each month, rescheduling things from the past that didn’t get completed, and making changes in the future to accommodate new information I’ve gained along the way. A planning calendar is just that – a plan. It should never be carved in stone. Expect changes and they’ll seem less troublesome.
Putting a deadline on things to accomplish, then parceling them out over days or weeks can make even the largest job seem more doable. It can also help put caps on the amount of time you allow yourself on other pursuits, even those within your overall plan. For instance, an author might determine that she should spend time making contacts with booksellers or book clubs, but find that making those phone calls isn’t her favorite thing to do. She may also determine that creating a presence on Facebook will be helpful to her career and find that she really enjoys that. If there’s not a clear plan in place, she’ll find that weeks can go by with a large amount of time spent on FB and twittering, and very few calls to booksellers have been made. Carefully planning can prevent that.
Essentially, a carefully planned promotional calendar can help on a number of points:
· It can schedule time for all tasks that the author deems important
· It can help the author stay on a schedule that will bring the best results
· It can assist the author in keeping balance in the amount of time spent on various promotional activities
· It can bring stress relief from knowing that there’s a plan for success in place
· It’s a plan that is flexible enough to be open to change when new information comes along
· It should include “me” time for the author that has nothing to do with work at all
Till next time,
