Book promotion today isn’t what it was 20 years ago. Or even 10 years ago. The industry keeps changing and evolving, making it increasingly difficult to get your book to stand out amongst the tens of thousands that are published each month. Once upon a time, that was the publisher’s concern. Today, that’s no longer the case. Authors now must excel in an additional arena, since writing a great book isn’t enough to assure record sales.
The good news is it doesn’t take a lot of effort to rise above the ordinary.
1. Go back to the good old days. In today’s fast-paced, digital age of communication, there’s something to be said for a hand-written thank you note or a friendly phone call. Authors who take the time to say thank you after a signing event, book review or a broadcast interview are still in the HUGE minority. In a time when just about everyone I know has, at one time or another, been annoyed at too many emails or text messages, I’ve never once heard anyone complain upon receipt of a sincere “thank you.” Sure, you might say, that’s a nice thing to do, but does it really help promote my book? If you’re one of a handful of authors among hundreds or even thousands who make a good impression by going that extra mile, who do you think that bookseller will remember favorably?
· Handwritten, snail mailed Thank You cards to booksellers or other industry professionals when appropriate
· Take snacks or goodies to the staff at book signings
· Volunteer to help out at industry get-togethers or local stores
2. Recognize your activities as a business, not a necessary evil or something that just has to be done. You may feel that way, and have every right to feel whatever you feel, but as my Daddy taught me when I was small, you don’t have to tell everything you know. Sometimes, in book promotion, what you DON’T say can be as important as what you do.
· Develop an overall business plan, and a promotional campaign plan for each new title
· Use a 12 month planning calendar to help you stay on track.
· Keep your activities varied with specific goals in mind.
3. Do unto others as you’d have them do unto you.
· Read others’ books.
· Attend book signings whenever possible.
· Join local writing groups/organizations and support other members.
4. Make sure to schedule writing time and personal time. Promotional activities can consume huge quantities of time. It’s best to set a regular schedule that allows appropriate time for both.
· Use your 12 month calendar to plan promotional activities, spacing them out as needed.
· Even though time allotted for promotion will increase around the time of a new release, limit the number of days or weeks that you shelve your writing altogether.
· All work, no play – you know the drill.
5. Shop around. You want independent booksellers to shelve your books and recommend them to their customers? Make a point of ordering from those booksellers periodically.
· Place orders from independent booksellers
· Offer contests or giveaways to booksellers for their newsletters/customers
· Consider featuring booksellers on your blog or website
6. If you want something you’ve never had, you’ve got to do something you’ve never done. OR if you want to keep getting what you’re getting, keep doing what you’re doing. Either way, the point is that if you want to move up to a new level, you’re going to have to climb out of your comfort zone somewhere along the way.
· Plan a new talk about the writing process or other topics and offer to give them at local libraries or clubs
· If you’re not confident as a speaker, join Toastmasters or other groups designed to help hone your skills
· Consider a session or two with a media coach to build confidence in interviewing skills
7. Make connections with others in the industry who do things the way you’d like to do them. Ours is a very giving industry so don’t hesitate to ask questions, but it’s important to know the source. In other words, if you’re wondering how to make your book signing events more successful, don’t ask at random. Ask authors who consistently have successful signing events.
· Identify authors who handle their public appearances in a manner that appeals to you
· Study their methods and websites. Ask questions when possible.
· When you see someone at a convention or event that handles him/herself the way you’d like to, make a note to get to know them.
8. Study the craft of promotion and make it personal. What works for one doesn’t work for all. It’s important for you to learn your strengths, staff your weaknesses and improve any areas that are unfamiliar. If you’ve not had broadcast experience (and most of us haven’t), take time to study the art of giving a good interview. If you’ve only attended one or two signing events in all your life, there’s really no excuse. They’re everywhere. Get out there!
· Find and read recommended books about book promotion.
· Remember no one has all the right answers for you.
· OJT can be good, but observation is good too – both of those who do it well and those who don’t.
9. Social networking – it won’t kill a career if you don’t use it, but it can certainly enhance one if you do and do it right.
· Status comments create a reputation for you. Be careful what you say.
· Sharing personal information is important, but it’s critical that you discern between public personal and private personal.
· Maintain a consistent presence but don’t let it suck up your time.
10. You’ve got to spend money to make money. It’s an old adage, but carries a measure of truth. Promotional dollars are hard to come by these days, and advances aren’t enough in most cases. So how much should an author plan to spend, and how should he or she spend it?
· Buy and use promo items wisely (bookmarks, postcards, gimmicks)
· Don’t cut costs on promotional photographs
· Spend to staff your weaknesses
What a great list of tips, PJ! I'm thinking about joining Toastmasters, but was curious what other similar groups are out there. Any suggestions?
Posted by: Alan Orloff | December 04, 2009 at 08:10 AM