CHAPTER 18
Promoting Your Book Yourself
If you are like most writers, you will feel your book deserves more publicity and marketing than the publisher seems to provide. Perhaps you expected to participate in the effort yourself, with a book tour, including public readings and media interviews, yet you are surprised that your editor hasn't mentioned any of this. In addition, you may have read that today's authors must do more of their own book promotion than ever, and you may be anxious to start. So how do you begin?
Working with the Publisher
Before you begin your venture, find out exactly what the publisher is doing. Your acquisitions editor may have already filled you in on publicity and marketing plans for the book. Or it might be your developmental editor, or someone else in the publishing company, who is your main contact by the time your book is ready to emerge from the printer. Ask this person how the publisher plans to publicize and market your book.
Don't contact the publicist or the marketing manager on your own. The publisher will have a plan, and each team member will be busy carrying it out.
What is the difference between publicity and marketing?
Publicity is the promotion of a book for low cost and includes such things as book reviews, press releases, interviews, and your Internet presence. Marketing is the more expensive promotion of a book and includes such things as posters, displays, advertisements, and sales people who call on chain-store buyers.
You may be surprised to find that your publisher doesn't plan to ship many copies to bookstores. Your book will be featured in the publisher's fall or spring catalog, and because of that some bookstores will order it. But there may be no media blitz, and you may be disappointed to visit stores and search in vain for your title. Yet if the publisher's plan works, there will be a second phase of marketing.
After the hardcover's critical success, and after library sales cover publishing expenses, your book may come out as either a trade or a mass-market paperback. This is where the publisher hopes to make a profit. In paperback form your book may appear in stores, marketed to parents and grandparents who buy books for the children in their lives. But even in the paperback edition of your book, you may find that a national publicity and marketing campaign is only available to authors who are famous. Oh my goodness, you may think, this is my window of opportunity, and without more fanfare the book will be remaindered — sent back to the distributor with the cover torn off — before people have a chance to learn how good it is. What, you may well ask yourself, can I do to help?
Offering Your Services
It is important to ask your editor or other contact person whether they like to see authors give library readings, get radio and newspaper interviews, and visit schools to promote their books. Sometimes they want to coordinate such activities, but sometimes they leave you on your own. Each publishing company will have its own take on these issues, as will each editor. One of the deciding factors will be the way they perceive you: Will you be an effective presence to sell the book?
Your editor may help you establish working relationships with the publicist and marketing manager. They may ask for your ideas, so be prepared. If you know of print, broadcast, or web media that might be interested in your book, now is your chance to tell them. Your ideas will probably vary in cost and complexity, but all will require time and effort from the publisher's staff. Even if your idea is simply for a press release to be sent out to local newspapers, someone will have to research the newspapers' names and addresses, write and print the press releases, address and stuff the envelopes, and mail them off. Even the simplest ideas cost time and money.
Getting Involved in PR
One way to give your ideas a better shot is to do some of the work yourself. Using the example of suggesting a press release, you could research the names and addresses of those newspapers to which you want to send a press release and include a list with your idea. To go even further, you could write the press release yourself and send it along too. If some of the work is already done, this takes some of the load off of the publicity department and your idea will probably be looked upon more favorably. You may feel shy about writing promotional copy for your own book, but if you study the text that appears in ads for similar books, and on their back covers, then sit down and practice, you'll soon feel comfortable enough, and maybe even find it fun.
But what if your editor doesn't seem to want you to communicate with the publicity and marketing departments at all? In this case, hand over a list of your ideas, including addresses of media outlets and press releases, and politely wait for a response.
Creating an Online Presence
This is the best way to reach a great many potential readers of your book without leaving your house. No wonder writers have websites, blogs, and Facebook accounts! If you propose a book to a new agent or publisher, he will want to know what kind of presence you have on the Internet, and how many visits you receive there each month. Your web presence can have a big impact on sales of your book.
Creating a Website
If you visit the websites of your favorite authors, you will notice several things. They are nicely designed, with color schemes and photos, and they are organized with sections on the author's books or other creative products, reviews of those books, an author bio, teaching or workshop activities, and any services offered. These might include speaking engagements in schools, appearances in other venues, or the editing of manuscripts for fellow writers.
Your website presents you to the world. Remember that once text appears online, on a website, blog, forum, or in an email, it can quickly spread. Things can sometimes be removed from the site where they first appeared, but they will likely still exist in a server — a large computer that hosts sites — and they may reappear years later. So present yourself and your book online with grace, style, and care.
You may choose to work with a website designer, and you may want to interview several before making up your mind. Look at sites they've designed, and ask them to show you how to determine the rankings their websites have achieved on search engines, especially Google's search engine. Read Getting Noticed on Google, by Dustin Wax, or other books on search engine ranking. There is a lot to learn, but your designer/webmaster will help, and you can take it one step at a time.
Once your site is launched, it floats out there as your résumé, book publicity department, and offer of professional services. When you meet, in person or online, other writers for children, you can offer to exchange links. If you post someone's link on your site, and they post your link on their site, you will each draw readers from the other. This is a great way for writers to share audiences.
Creating a Blog
Whereas a personal website can be pricey, and is generally stable, blogs are typically cheap or free, and are dynamic. You can start one in a matter of minutes by signing up with WordPress, Blogger, or another company. You can post anything you desire, such as notices of your upcoming readings or school visits, reviews of other people's children's books, or reflections on your writing process. Remember that while it feels as if you are writing a letter to a friend, you are actually creating a permanent record for the planet. So think before you post, and edit carefully, twice.
A blog can function like a website that you directly control, which can be useful and fun. Some people use them as journals of their every thought and trip to the grocery. With care and restraint, you may be able to sustain a conversation that will interest potential customers for your books. It's a unique venue for writers — part private journal, part social conversation with friends, and part marketing device to interest strangers in your work. Read a number of blogs by writers you admire before you take the plunge.
Creating a Facebook Account
Welcome to social media! Many people already have a Facebook account to post photos and keep up with friends and colleagues. But did you know the site can also be a great tool for self-promotion? With its free membership and ease of use, Facebook can be one of the most accessible and helpful publicity venues available to writers. You can use your personal Facebook page to publicize your books and writerly activities, or you can start a second account specifically for the promotion of your books.
The trick is balance — no one wants to receive constant updates from their “friends” that are truly nothing more than mini press releases. So rather than blasting your friends and family with promotional information, start by establishing friends in the realm of children's book publishing, such as writer friends. This way, you can gradually develop a wide network of people who share your interests.
Keep the tone light and social, but keep in mind your purpose of networking for the sake of your books. This is the idea of “social networking” — something of a contradiction. “Social” implies authentic, heartfelt connections, while “networking” implies business connections. You need to find a balance: don't be too informal and silly, and don't be too hard-sell. Keep in mind that you are not writing a private letter or journal — you are adding to your permanent record. Allow cordial but focused notes to and from people who love children's books, and use the site as a tool to expand your personal network of contacts in the children's book world.
Add to your image as a children's writing professional using Facebook photo albums. Post pictures of that book conference you attended, or your writing room, or yourself in a classroom with children. Avoid posting photos that may detract from this image (such as pictures containing alcohol).
LinkedIn is a professional social networking site emphasizing business relationships. Membership is free, and you list your background, skills, and the type of work you are seeking. Connect with former colleagues and old friends now working in various professional fields.
Wikipedia's List of Social Networking Sites lists about 200 sites and includes the rules for membership and the number of people signed up for each. Take some time and explore, and you'll probably find several sites that fit your interests.
Goodreads
Goodreads is a site for sharing the latest books you've read with friends. Many teachers and children's authors enjoy posting short notices about their reading each week, so this is a good way to discover new writers, as well as to make connections with people who will take an interest in your books.
Book Publicity the Old-Fashioned Way
You may feel a bit overwhelmed by all these ways to use the Internet. What about visiting bookstores, and giving interviews to newspapers, the way writers used to publicize their books? Those activities can still work for you. If you don't like dealing with technology, there is a compromise that can give you the best of both worlds. Establish a website, but don't change it frequently. Go out and do some school and library visits, talk to bookstore managers about readings, and get the feel of meeting people face-to-face over your book. By trying all these avenues you'll discover the ones you're good at and the ones you enjoy.
Visiting Bookstores
While you are working on your book, start becoming friendly with the staff at bookstores in your area. Attend local author readings and book signings, and make yourself part of the local literary culture. When your book comes out, your relationships with these bookstores may help put your book on the shelves. Also, do some research into the booksellers in nearby cities — drive over, check them out, get friendly with the staff and attend their events from time to time. Eventually, these connections will come in handy and assist your efforts to publicize your finished book.
Introducing Yourself
When your book comes out, and you are ready to approach a bookstore where no one knows you, first find out if the store has your book in stock. If not, you may want to have a friend or two or several order the book to raise interest. If the book is in stock, be friendly and chat a little with the staff. Introduce yourself and your book. You may find that the staff will open up with information regarding how well your book is selling. However, don't interrogate the staff. If you flat out ask if your book is selling well, this will put the employee on the spot. Maybe he has never even seen your book. Having to admit such a thing will likely make a person feel uncomfortable and want to escape the conversation as soon as possible. Your best bet is to always assume no one knows you or your book.
Becoming chummy with a bookseller may entice her to give a little attention to your book, especially if the bookstore is an independent, located in your area. This isn't likely to happen with the chain superstores — they expect to be paid for any attention given to a book. However, if you have a cozy independent children's bookstore in your local area, the store manager may very well choose to display your book for a short period, announcing you as a local author.
Book Events
If you want to promote your book with an event, such as a book signing, you must first verify that the particular bookstore actually holds such events. Some bookstores only sell books and do not bother with hosting public events. Call the bookstore and ask. Any employee should be able to tell you.
If you are scheduled to participate in a book event, let your editor know in advance. She may decide to advertise the event locally or at least ensure that extra copies of your book make it to the bookstore in time for the event.
Visit the bookstore and request a copy of its calendar of events. This will tell you what type of events normally take place and give you an idea of how far in advance the bookstore schedules these events. For instance, if the calendar lists events for the next three months, you can bet that you will have to schedule at least three months in advance. Next you will need to decide what type of event you would like to see take place. This could be anything from a book signing to an author reading to a character party where the kids dress up in costumes pertaining to the book.
Contacting the Right Person
To pitch your idea for an event, begin by contacting either the store manager or the person in charge of community relations. When you find out who is the appropriate person to speak with, try to speak with that person directly. You may even want to send an e-mail introducing yourself and describing your idea for the event. Be sure to include the title and ISBN for your book! Attach your press release to the e-mail.
If you are a first-time author, you may find that the bookstore isn't interested in scheduling your event. Don't worry too much about this. Thank the person you spoke to for her time and move on to the next bookstore on your list. The first bookstore may have actually done you a small favor. Think about it: If you are an unknown and you schedule a book signing, you may be gravely disappointed to see only two people show up the whole day (aside from the friends who came out of obligation). This happens to everyone, so be prepared. If a single person shows up to discuss your book, put as much energy into discussing your work, and answering questions, as if you had twenty people.
If the bookstore doesn't wish to schedule you for an event, or if it doesn't sponsor events at all, you can still promote your book. Offer to sign the copies of your book the store has in stock. Sometimes bookstores set up bins especially for autographed books. Even if they don't, an autograph may persuade someone to buy your book.
Visiting Libraries
Libraries are an important promotional venue. Often children find great books in the library, only to later pester their parents into buying them. And word of mouth can work wonders for the overall sales of a book. Promotion is not just selling; it is also raising awareness and getting your book out there.
Visit your local library. First see if it even owns a copy of your book. If not, don't stress out, but you may want to donate a copy. The library will be glad to have it and may even place it face out on the shelf or set it out on a display table. Librarians want to bring in people just as much as bookstores do. If they believe a local author, such as you, will help get the public's attention, they will use your book as a hook.
Introduce yourself to the children's librarian as a local author. Offer to sign a copy of your book for the library to keep. Be friendly and polite. Let the librarian know that you are available for any type of event that would showcase your book. Often librarians like to have authors (or anyone!) during the after-school hour to read to children, or to discuss a book. Don't be pushy, but listen carefully to the kinds of events the library favors. Just make a good impression and don't overstay. Build your relationship for the future. Remember, you want to be perceived as a slightly mysterious, busy, and talented writer, who would be willing to share some of your time with children.
Getting Help from Friends
Your friends can join the publicity campaign in a variety of ways. Get creative with your schemes, and ask their advice as well. Two heads are certainly better than one in this case. Maybe your book would lend itself to a character- or holiday-themed dress-up party. Perhaps you could do this as a birthday party for a friend's child.
While you should certainly visit your hometown library, don't let this be your only library effort. Call and e-mail libraries in nearby towns and cities, as well as school libraries. Call the schools, ask for the contact person, send her an e-mail note with the press kit, then call back in a week to follow up.
Targeting Bookstores
If you have willing friends in various locations around the country, ask them to visit their local bookstores to see if your book is in stock. If it isn't, ask your friend to order a copy. Of course, he will have to pick it up and pay for it — ordering the book and then returning it won't help your cause. This may entice a bookstore to keep a copy of your book in stock. If there are any children's bookstores where your friends live, these should definitely be visited.
One tactic editors and authors alike sometimes employ is to visit bookstores and turn their books face out. A book's jacket or cover will likely catch a customer's wandering eye and just might entice her to pick up the book and learn more about it.
Public Speaking
Some writers are not comfortable talking in public; others are but prefer not to. There is no shame in this. After all, one reason you write is to work alone and use your creativity slowly and carefully. Solitary work is a great thing, with a spiritual dimension.
On the other hand, many people would enjoy some public exposure for the sake of their work but have a fear of public speaking or have little or no experience. They just need to take baby steps and practice. First, try reading a chapter or two in front of a mirror. This will teach you valuable lessons, such as how many minutes it takes to read a few pages, and how to pace your reading to be clear and dramatic. Once you have become comfortable reading in private, practice on family members or friends and ask for their feedback.
There is great promotional value in promoting your book before an audience. Even if you don't make the effort yourself, some day soon you might be asked for a radio interview, or asked to be on a panel at a conference or to read in a library or bookstore. You don't want to go into such a situation cold. Get your practice in now, so you can take advantage of opportunities in the future.
Interviews
Let's say you're ready and willing to grab any opportunity to speak about your book, but your publisher hasn't set up any interviews. This doesn't mean you should rule them out. With a little work, you could get a short spot on a local radio or television station to promote your book. Before you run to the phone to set up an interview, you will need to come up with a hook and put together a press kit.
If you want to get an interviewer's attention and persuade him to feature your book, you'll have to give that person something to work with. As mentioned earlier, if your book can be tied into some current event, this is great. Be sure to emphasize this in your press kit. If you can't tie it to a current event, try to dig up some new statistics about your topic. You will need to approach this from an angle that highlights the relevance of your book. Get creative and brainstorm.
If you have set up your own interviews, don't expect your publisher to pay for your expenses while traveling. Unless you are an author of a bestseller, it isn't likely that the publisher has budgeted for such expenses. However, do let your contact person at the publisher know about your scheduled interviews. She may decide to send out press releases or spring for a local ad.
Putting Together a Press Kit
A press kit should at the very least contain an author bio, a press release, and sample questions for the interview. If you have supplied any of these materials to the publisher, you already have part of your press kit started. If your book has received favorable reviews, include copies of these, too, and if you have scheduled a book event, mention this as well. Include anything you feel would add to your book's importance.
Send your press kit off to local media outlets. Because you are a local author, you are likely to get at least a little bit of attention. If you plan on spending time elsewhere, target the stations in that area as well. Be sure to include your dates of availability.
Speaking at Schools
If you are interested in promoting your book to a group of children, or in some cases teenagers, speaking in schools may appeal to you. Your speech could take many forms, and will take a lot of thought. Because you are speaking directly to children, you will have to capture their interest and attention from the get-go. You will have to make it fun, exciting, interesting, and informative all at the same time. The pay for these types of visits varies from author to author, and place to place. You may be able to get an idea of the average fee in your area by doing an Internet search, or by asking a teacher.
Think of the events you considered proposing to a library or bookstore. Some of these may also work in a school setting, but you will have to decide whether presenting your book to a smaller or larger group is preferable. For instance, if you have written a picture book, you may want to animate your characters through the use of your voice or even act out parts of the story to keep your young audience's attention. This would probably work better in a classroom setting than in a large auditorium.
If your book is for older children, you may want to read a portion of it aloud to them and discuss the writing process. You could add in activities that pertain to the story, or give the children short and fun assignments that demonstrate a stage in the writing process. However, be careful that you don't actually use the word assignment, or the children may turn off to the idea. You want this to be a fun experience that covers up the fact that they are actually learning something.
If you are interested in speaking in schools, the best place to start is with your local school system. Call and speak to the principal. Give a brief description of your idea and see if she is interested. If so, you can follow up with your author bio, a copy of the book, or parts of your press kit — something that will give the principal an idea of what you will be presenting. From there you can work with the principal to schedule a date and time, and determine the setting and audience. Once you have a date, communicate with the teacher or other contact person. Perhaps you could send him a copy of your book, or fax or e-mail him a chapter. If the students have time to read a little of your work, they will be much more interested. They will look forward to asking you questions about your research and writing process. Discuss in detail what you will do, and ask the teacher for suggestions. Have your visit planned down to the exact minute. Schools run on bells and buzzers; you'll be surprised at how precisely your session will begin and end.
Go the Extra Mile
Of course, you could do all of this and still want to do more. This is where your creative genius comes into play. Brainstorm all possible ways for your book to gain attention. Start with those that aren't so over the top and go from there. Be careful that you don't become so zealous that you drain your bank account. Some promotion strategies can make quite a dent in your checkbook. Consider low-cost approaches to self-promotion, such as fliers you can create for free on your computer and post on bulletin boards in libraries, schools, or community centers.
Traditionally, it is not appropriate for authors to sell their own books. Your contract may restrict you from doing so anyway. But there are exceptions. You may be invited to appear at a school, on a panel, in a church, in a library, or other venue, where the invitation includes the suggestion that you bring books to sell. If your publisher permits you to buy a box of books at the wholesale price, maybe a friend or friends would come with you and set up a little “shop” at the venue. Be sure that whoever is doing the actual selling is able to make change, and keep records for your taxes. Have a clip-board with a sign-up sheet for fans who would like to give you their names and e-mail addresses, so you can inform them of future books and events.
Don't get so caught up in your promotion campaign that you forget to write. After all, if your first book is a success, your fans will be impatiently waiting for another. If you have a website, you can spend most of your time researching and writing your books and a few minutes every month or two updating your fans.
Book promotion is an interesting experience. You might be good at doing it on the Internet, but uncomfortable handling events in public. Or you might love appearing in schools (and collecting the fees), but find web marketing tedious. Try both approaches, because anything you do will probably lead to new contacts, skills, experiences, and opportunities. But don't give book promotion too big a role in your life. Spend most of your work time thinking, researching, writing, and revising. If you write a good book and have a little luck, your audience will find it.