Writers receive so much conflicting advice when it comes to promoting their novels. Get out there and flog that book, some advise, while others say nothing works unless the publisher is solidly behind you. For some time I have conducted an informal survey, asking promotion experts at various publishing houses where I sell my authors’ books. Here’s what they tell me:
What are the most effective things an author can do to help promote her/his career?
- Go to every single bookstore in your local area.
- Hold signings and other events and invite everyone you know; make these events special. Joint events with other authors are often quite effective. Locally is an extremely effective way to begin promotional efforts.
- Attend writers conferences, both local and national, to get your name out there.
- If possible, get quotes and endorsements from more established authors.
Are there things writers do for promotion that you don’t feel are effective?
Pins and bookmarks are cute, but authors should realize that they don’t translate directly into sales or reviews. They are more for name recognition.
What is the best way for a new or midlist author to work with his or her publisher effectively for promotion?
The key is to understand the goal and to work together, to work with the publisher, not at cross-purposes. Find out what your publisher’s vision is for your book. Work through your ideas with your publicist or editor. Keep your publisher aware of your plans and what you’re doing. The most successful campaigns come from true author-publisher partnerships.
Voice to your publisher your expectations as an author. Let the publisher know about any special abilities or assets you might have that could be utilized in promotion.
Can an author’s efforts be effective in increasing sales and the author’s visibility if the publisher isn’t pushing that author?
Yes, absolutely. If an author is personable, it can be helpful to go around to local booksellers and meet and greet. It can also be helpful to use media and quote connections.
What do you feel booksellers most like to receive about author’s upcoming books?
It depends on the book. Think about what the bookstore can really use. When visiting stores in your local area, point out to booksellers what kinds of promotion might be appropriate. A generic package not tailored to a store won’t stand out or make a connection. Bring in advance reading copies, which can excite booksellers and get them to hand sell your book.
Do you feel advertising is an effective promotional tool?
Traditionally, advertising hasn’t had much of an impact in terms of sales, but it can make the public aware of an author’s name.
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What’s the best strategy to arrange a bookstore reading? What do stores want in return? Thanks. Charles
At least six months before your book’s publication date, make a wish list of local bookstores where you would like to appear. Starting with your first choice, go to the store’s website and check out its events calendar to get an idea of when they typically schedule author signings. Then contact the store’s events manager to set up an appearance date. You can usually find the event manager’s name and email address on the store’s website. If there is no events manager, address the manager.
In your email, introduce yourself and give the title and genre/subject of your book, along with its publication date. If possible, include a link to information about the book on your website or on the store’s own website, or simply to Amazon.com or BarnesandNoble.com. Request a signing on a specific date, ideally about a month after your book’s publication. If the manager or events manager wants to do a signing but cannot do it on your proposed date, s/he will suggest another date. If you do not hear back within a week, move on to the next store on your list.
Once you have a date for your signing, ask whether the store has any set format or policies for its author events so that you can prepare accordingly.
About eight weeks before your appearance, start promoting it–on your website, on local newspaper and magazine events calendars, and on sites like Upcoming (http://upcoming.yahoo.com/), BookTour (http://www.booktour.com/), and the social networks you belong to such as Facebook, MySpace, and FiledBy. Check to see if the bookstore has included your appearance on its website, and if not, politely request that it be added.
Now decide on what materials you will bring to your appearance. Possibilities include flyers, chapter samplers, postcards, business cards, or personalized promotional items like pens, notepads, or calendars. Many companies offer easy ways to personalize and order items through interactive websites. Find out it the bookstore where you will be appearing allows food. If so, you might want to bring along cookies or candy to “sweeten” your readers’ experience.
Four weeks before publication date, make sure your book is in the bookstore where you’ll be signing. If not, politely point this out to the event manager or manager. You may be called upon to contact your publisher is there is a problem with ordering.
When your appearance day finally arrives, get to the store at least forty-five minutes early. Find the manager or events manager, introduce yourself, and volunteer to help with setting up. Bookstores are usually understaffed, and your offer will probably be accepted. Don’t be surprised if you are asked to help move a table or carry and arrange chairs. It’s a joint effort.
Once everything is set up, set out all of your materials. Then wait quietly for your event to begin, perhaps browsing in the store.
If your appearance includes a reading, keep it short! Most authors make the mistake of going on way too long. Also, consider selecting the very beginning of your book. An excerpt from the middle has little meaning to a reader. Besides which, your goal is to hook them to want to read the rest; i.e., buy the book!
Be gracious when people bring their book up to you for signing. Always ask how they would like it inscribed: to a specific person (and double-check spellings), or with just your name, which some people prefer. Chat briefly with customers but not for too long, as this is discourteous to others waiting in line. Some people will want to chat with you but will not buy a book. Be just as gracious with these people. If you see someone holding a copy of your book who hasn’t asked you to autograph it, offer to do so. Some people are too shy to ask.
When the event is over, offer to sign unsold copies of your book so that they can be placed on display after you leave. Then volunteer to help put table and chairs back in their normal places. Make a point of thanking the manager or event manager and any other staff members who helped. Write down all their names. Then leave; your event is over and the employees have work to do.
When you get home, immediately write brief notes to all who helped with your signing, thanking them for their time, telling them how much you enjoyed the event, and promising to be in touch about future signings.
Many authors have a ready made audience they don’t realize or know how to “work.” As an author and as a publisher, I encourage authors to have a couple of thier books handy. (Shrink wrap or ziplock bag it if you keep copies in the car). Most of my authors are professionals that have meetings and speaking oportunities that are ideal to make mention that they have a book. I go out on weekend book exhibits to Churches. Of course I bring my own books. Be atuned to social or business settings where it might be appropriate to slip in the fact that you are a published author. Invitations to present the book may follow.
This was so helpful thank you I will always check back to this site. I have written and printed a novel and am now in the process of promoting it.
Wow. This was the most “on point” and helpful information I’ve seen. Thank you so much for being so specific about when to do what.
Margaret Castle