Smarter Authors Than Me Chime In

Jeff Cohen

First and most important: An absurdly happy 22nd birthday to one of the most interesting and wonderful people I know--my daughter Eve. Hope you have the best time anyone could possibly have today, Baby Girl. But you know the old man's going to be calling sometime today, so carve out a few minutes, won't you? We're never not proud of you. 

Now, then. (Which is, let's face it, contradictory.):

Those who read this space regularly might have come to the conclusion by now that I am a know-it-all pain in the buttocks who thinks his opinion on every subject regarding the publishing of crime fiction is sacrosanct. 

Others might have actually seen that I'm not all that confident, but you never know.

Either way, I'm lucky--and in this case, so are you--that over the years I've met a good number of other crime fiction authors, and have learned that many of them are really smart. So I've asked a few to chip in on a question (one that I've been struggling with, but more on that next week!) that has been a topic for debate among writers for a while now:

The Book Tour: Important Promotional Tool, or Outmoded Expensive Dinosaur

And here's what they had to say:

Chris Grabenstein (author of the John Ceepak/Danny Boyle mystery series, middle-grade books like Escape From Mr. Lemoncello's Library, and Treasure Hunters: Danger Down the Nile, with James Patterson): I think the Book Tour is still pretty important when you’re starting out, especially in the mystery genre.  It’s a good chance to meet all the indie mystery booksellers and see the country, too.   Love that drive from Houston to Phoenix.  Next time I think I’ll fly.

In my new kids world, there is a new kind of book tour.  It’s called “doing school visits.”  Those are actually quite awesome-tastic, to quote a fifth grader.  You put on three shows.  The kids treat you like a rock star. And you sell a ton of books, usually at a discount, because the publishers and many bookstores offer very generous price cuts to schools.  And, you get to drink chocolate milk at lunch.

Lorraine Bartlett (also Lorna Barrett, author of Victoria Square mysteries, Lotus Bay mysteries, and much, much more): Total and complete waste of time. Usually a book tour involved giving away books.  People who hope to win aren't going to buy.  If they don't win on this blog stop, they might on the next.  If you do want to spend a LOT of time writing posts that won't sell any books, at least give away a prize other than a book. (People LOVE coffee mugs.) Virtual book tours are useless.  Anything other than a stock signing is pretty useless these days.  Unless you have a HUGE following, people have other entertainment options.  It's been my experience that people don't go to bookstore signings.  But ... these days I have much better luck at holiday craft shows.  I sell copies of my own books, pay a table fee, and come home in the black.  It's not a lot of fun, but after several years, people actually look for me.  I don't do booksignings anymore.

Harley Jane Kozak  (author of the Wollie Shelley mystery series and Keepers L.A. series from Harlequin Nocturne): I didn’t tour for my last book and so the last time I did tour was 2010, so I feel completely incompetent. My 2010 book came out as Doubleday was falling apart — oops; I mean restructuring — and so the hardcover turned to trade paper and the “tour” was minimal. My real tours were for the three earlier books, but that feels so long ago and far away I can barely recall. Plus, the stores that did my book launches are now long gone. Frankly, the world is so changing. I think it always helps, but I have no idea how much, and whether the cost of the tour is worth it. Does anyone know? 

Renee Paley-Bain (co-author with Donald Bain and Jessica Fletcher of the Murder She Wrote novels): First of all, if the publisher isn't paying for the tour, forget it. You'll never make back in sales what you spend on travel. If you're less concerned about the money and more eager to market yourself and your books, then keep careful track of your expenses; they're tax deductible.

Just my opinion but in general signings are a tricky business.They can be grueling and embarrassing if too few people show up. BUT getting the chance to talk with store managers and sales personnel can do you a world of good if they like you and your books. In that case, they may hand-sell your books to their customers after you've gone on to your next stop. Make sure you sign all their stock before you leave so they can put a sticker on it saying "Autographed by Author." Bookstore managers usually like to get your bookmarks, too. The biggest plus happens if you can generate press interest. An article in the local newspaper or radio or TV interview in conjunction with your appearance may reap online sales as well as bookstore sales. And thanking the store on FB and/or your website will endear you to the store manager who worked so hard to host the event.

Thanks to my pals for contributing! (But now I'm confused--are you confused?)

Comments

[Naomi Hirahara]

I think it depends what kind of book you writing, who your readers are or may be in the future, your career aspirations and how much time and money you can spare.

One of my very close girlfriends told me before my first novel was published that I needed to have face-to-face contact with my readers because they may be unfamiliar with my subject matter and who I was as a minority writer. I believe that she was right. And the friendships and relationships I forged were priceless. Made this crazy profession much more fun.

There have been times when an institution has paid for my appearances -- sometimes in the four figures. I've learned from children's book events that a good PowerPoint presentations can be quite effective.

But if you can sell books without touring, more power to you. I'm not in that position. I've had to work to find and develop my readership. For me, book festivals have been a wonderful way to touch base with readers. In terms of bookstores, I mostly go to ones in my region -- Southern California has a bunch compared to other places.

[Jenny Milchman]

I believe that a tour delivers huge benefits that just can't be found online:

relationships with booksellers by which your book is read, prominently displayed, and kept in stock for months if not years after your appearance
local media opportunities
the serendipitous encounter--an attendee is best friends with the book reviewer for the Miami Herald; knows a 70 person book club who would love your work; or a regional writing center that gives awards for just your kind of work (all of the above happened when I was out on the road)
a chance to connect with readers face-to-face...and trust me, the things you will hear are worth your being out there even if you didn't sell a single book.

Of course, I tend toward the longer side of touring (ahem). The more you're out there, the greater the chances for the above to happen. But one or all is fairly likely to, I've found, even just at a single event.

[Jeff Cohen]

Thanks for weighing in, Jenny! If anyone knows book tours, it’s you!

[Nora-Adrienne Deret]

I love it when an author I know and read does a reading and or signing at a bookstore I can get to. I'm still cursing myself for being dumb enough to think I'd find parking at the latest one held at "The Mysterious Bookshop" in lower Manhattan.

Clea came in from Boston and I did tons of advance notices on my FB page and reader's groups. They had an almost standing room only crowd. Many of my friends where there and they all enjoyed the evening.

So yes doing bookstore's in my opinion is a good thing, even if you only keep it to a 100 mile radius.

[carl brookins]

Author attitudes about tours is clearly important. I don't tour anymore, I visit specific store that want me to come. I think meeting and thus supporting bookstore owners/staff is more important than book tours. wherever I go I always try to stop in at bookstores in the town.

[toni lotempio]

I found it helped with my self -published books. I sold a LOT more after the blog tours. We shall see what happens with MEOW!

[Laurie Bain Wilson]

I find that speaking about writing at libraries and other spots like assisted living facilities are helpful--and not just speaking about your books, but speaking about the writing process, how to write, how to publish, etc. With the Murder, She Wrote books that I co-authored with my father, Donald Bain, I have spoken about the writing process and it has helped a lot. Of course, to your point, many authors would love to attend the many book conferences around the country, but boy they are awfully expensive, especially if you have to fly. And the hotels are not cheap. And meals, etc.

[Carole Shmurak]

Seems like we're comparing apples and oranges here. BLOG tours don't cost the author anything except the time it takes to write the posts and in my experience lead to a few book or Kindle sales. But book tours, in which the author travels to bookstores and libraries, are expensive, though they can lead to significant sales.