I was recently asked to host a week of promotional ideas in a writer’s critique group. Throughout my adventure in writing and becoming published, I’ve had help from authors who walked the path before me. It’s my hope to pay that back to those following the same path. If you’re a new author, here are some promotional tips you might find useful.
IN PERSON MARKETING
Yes, you can do this. If you have a print book, your best bet on getting that book stocked in bookstores is to contact that store and ask if they can schedule you to do a booksigning. I’ve done several of these at different venues here in Tucson and actually have one coming up in March at a book festival. These events are not for the shy (oh no, did I mention I’m painfully shy?).
There are some things you need to know about book signings. I’ll sum them up here.
1. Dress the part. Dress up or in garb appropriate for your book. Be tasteful. You never know who might be watching or snapping photos.
2. Be entertaining. Give them a little show, a reading if appropriate (be careful erotica authors). Offer a free bookmark or card advertising your website and the book you’re promoting.
3. Bring along a pen, chair, tablecloth, signs, books (if they don’t order in books for you), and a bowl of wrapped candy. I suggest you bring a friend to sit by you so you don’t look lonely and you seem more approachable. I am told the most successful authors at signings don’t just sit there. They get up and walk around, chat with patrons, and offer their book out to anyone interested.
4. Sign any remaining books and place a Signed By Author Sticker on them if they’re going to stay behind. Many readers may not approach you when you’re there, but will snatch up signed books after you’re gone.
5. Before your event, be sure you understand what the bookstore expects of you. If you must bring your own books, be sure they show you a contract and that you agree to the payment terms.
Other places to do these types of events are: coffee shops, sidewalk sales, college orientations, books fairs, festivals, craft fairs, and anyplace looking for someone to entertain their patrons.
Understand that you may have to be persistent with bookstores. I had to call five times to confirm with one at my local mall and even then, the day I showed up they were not ready for me. Luckily I showed a little bit early and helped set up the table and signing area.
CONSIGNMENT
If you’re with a small press or self-published, you may only be able to get your book into stores by selling on consignment. That means you buy the books are your cost, bring them in and sign a contract for the bookstore to sell them on your behalf and take a cut for doing so. The general terms are 60/40 split. 60 percent to you and 40 to the bookstore. Make sure your cost doesn’t exceed 60 percent of the selling price. You put yourself at risk when you do consignment because it’s your invested money, not theirs. I do sell some books in this manner though. Keep good records and you should be fine barring insolvency of the bookstore.
ONLINE MARKETING
SOCIAL NETWORKING SITES
Use social networking to reach your target market. That’s great to have a website or blog, but it doesn’t help you at all if no one is looking at it. If your book is on Amazon.com, sign up for their author services. It’s free and you can link your blog to it as well as add your bio, a photo, and have your books verified so that when someone searches on Amazon for your name, they will find your books.
When friending folks on MySpace, Facebook, or Twitter, look for people who are likely to be interested in your book. If you were shopping for your book, where would you look on MySpace? Try review sites that focus on your genre. Friend all their friends. Do ten a day and stick to it. Be sure your MySpace, Facebook, or Twitter page are up to date and interesting and that they lead potential buyers to where they can order your book.
BOOK REVIEW SITES
There are many out there and a lot offer free services for authors because they want readers looking at their sites. In the world of romance to name a few: coffeetimeromance.com, theromancestudio.com, twolipsreviews.com, darkdivareviews.com, romancejunkies.com, literarynymphs.com, fallenangelsreviews,com, and manicreaders.com.
Many of these sites offer an author page or host events where authors can host a chat (live or via a message board) in order to reach readers.
YAHOO GROUPS
This is an overwhelming world in and of itself. Check out Yahoo Groups for ones where it would be appropriate to promote your book. Always follows the rules of the group as they vary.
PAID ADVERTISING
Some online sites sell banner hosting which is a way to advertise your book. Usually it’s your book cover and it links to the buy page of your book. You can also advertise in magazines that reach your target market. This gets expensive, but it might be worth looking in to.
FREEBIES AND CONTESTS
When I first started out, I hosted giveaways for book related items like bookmarks, or for my cowboy novella, a western tote with rope, cowboy playing cards, a bandana, and a signed print of the book’s cover art. I have been cautioned not to give away your book as a prize. If they can get it for free, why would they buy it?
Often you can get involved with large scavenger hunts through review sites or author collectives. These have drawn high numbers to my website in the past.
Here’s a funny little secret. Some books just sell. They have whatever magical momentum and go off into the world to become an instant success with little effort on that author’s part. I’ve no clue what that magic secret is, so until I figure it out, I’ll be out there promoting with everyone else.
Good luck!
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