by Rekaya Gibson
Several sources estimate the U.S. has about five million book club members. This figure doesn’t even include online groups. Book clubs are an ideal market for book sales; however, very few authors are tapping into this great resource. Bestselling author Brian W. Smith meets with an average of 20 book clubs per year. One of his self-published books became so successful that he sold it to Strebor/Simon and Schuster. He is relentless in stressing the importance of book clubs, both large and small. Though author experiences may vary, collaborating with book clubs can contribute greatly to author success. Smith and others in the industry readily testify about the benefits of connecting with book clubs, finding and approaching them, preparing for book club meetings, engaging readers at meetings, and maintaining long-lasting relationships.
Connecting with book clubs not only offers authors great feedback, but it also comes with other perks. Authors consider it one of the best vehicles to move multiple books at one time. Membership specifics may vary, but sales potential could be great. Also keep in mind, book club members share their feelings about books with family, friends, other book clubs and groups on social media and by word-of-mouth, which could have a residual effect. Additionally, book clubs become repeat customers and supporters. Smith has seen firsthand the benefits of partnering with book clubs by quickly establishing a fan base while receiving multiple book reviews.
Book clubs get the opportunity to meet the author and engage in a book discussion. Authors, in turn, receive priceless feedback on their masterpieces. This often spawns long-term relationships that other authors can only dream about in their careers. “Book clubs want to be a part of the history,” explains Ella Curry, chief executive officer of a marketing, branding and promotions firm for EDC-Creations Media Group—a firm that interacts with more than 40 book clubs a year.
When Smith started seeking book clubs about 10 years ago, Facebook wasn’t the craze it is today. He, like many other authors, relied on the Internet to search for proximal book clubs. The Internet is still one of best methods to find book clubs, and many well-organized clubs have websites. Search engines such as Google and Bing provide countless listings worldwide by typing in the keywords book club. Libraries and bookstores sometimes list them on their websites. For example, Barnes & Noble posts public book club meetings on its events page for each store. Tamika Newhouse, Founder and President of African-Americans on the Move Book Club (AAMBC) and Literary Awards—a virtual book club with more than 900 members—warns authors not to overlook book clubs on Meetup.com. This can be helpful, especially when visiting other cities. Of course, most social media sites make it easy to find book clubs by using the search feature.
The old-fashion way works as well: attending events and meeting book clubs face-to-face. TaNisha Webb, president of KC Girlfriends Book Club and publisher and editor of Book Club 101 Magazine, recommends attending literary and book club-sponsored events. The last few book choices her club selected were from authors the book club members had chosen from functions such as the annual National Book Club Conference.
Once an author has identified potential book clubs, it is then time to approach the book club president or its member(s). This can be done multiple ways. Author Terrie L. Branch likes to introduce herself to members at soirees. She loves meeting people, so engaging audiences comes natural to her. Introverts may struggle with this part. Branch shares, “Force yourself to interact with people and imagine yourself having a conversation with a friend.” Book clubs want to get to know and assist new authors.
Some book clubs prefer interested authors to fill out the contact form on their website, or by e-mailing them directly. When using e-mail, keep it short—two or three paragraphs. Author Ni’cola C. Mitchell likes to send a brief press release to introduce herself. Some book clubs use Facebook exclusively for correspondence. Do not leave comments or book images on their pages; rather, send them a private message expressing interest. Tamika Newhouse looks for the five W’s (who, what, where, when and why) when someone sends a query to her book club.
It works in the author’s favor to be ready and flexible for meetings. When making arrangements with a book club, find out the specifics for the day such as who will be attending, when it will be held, the timeframe, where the meeting will be held, parking, attire and format. Curry tells her clients to ask upfront whether the book club will be providing a stipend, transportation, and hotel accommodations, especially for gatherings out of the area. Otherwise, the author should expect to incur the costs, so plan accordingly. If you agree to be there, Curry says, “Keep your word and be on time.”
Of course, plan to bring books to sell. Members will also be likely to purchase newer/older novels, too, so include them as well. Order the novels at least two to four weeks ahead of time to ensure delivery. Don’t forget to take Sharpies, working pens and paper in order to autograph books and collect e-mail addresses. It’s a good idea to generate a list of questions about your book. This may require you to revisit the book. Whatever you do, make sure you are prepared for a book discussion. Sometimes an author can anticipate questions and write them down ahead of time. They may also want to ask the reader about certain characters or situations. Ask questions about the club members and offer some fun facts about yourself. Members want to get to know the author and you should want to engage the book clubs you want to patronize you in the future.
Authors can also find cool giveaways to share with members such as audiobooks, bookmarks and candy. When Mitchell prepares for a meeting, she brings ice breaker games and activities along. She searches and finds them online.
Some other things to consider: promote the upcoming event on social media and other mediums, especially if it’s open to the public. Book clubs and libraries will sometimes sponsor gatherings. The library will promote it on Facebook and pass along the information to local news outlets. The book club will develop and pass out flyers in the community. When preparing for a book club meeting, Curry sums it up best: “Plan to be social and have a good time.”
The author’s prepared questions will help keep readers engaged during a book club meeting. Some of my favorite questions are: What did you like/dislike about the book characters? What did you think about the ending? How would you describe the book in one word? Sometimes the discussion will lead to other questions to ask the readers. It’s okay to go with the flow. The conversation can lead down different paths that will bring out the best of the book club members.
Another helpful tool to keep the crowd engaged is LitVersations, a Book Conversation Game. This card game provides 70 open-ended questions to start and keep the LitVersations going about a book. Though this interactive game comes with two ways to play, use the cards in a way that fits that particular audience. The book club meeting should be lively with all those questions. If that doesn’t work, “Do a giveaway to get people excited,” Mitchell says. Quick games, ice breakers, and do-you-knows about the author and the book itself can help as well.
When the meeting ends, the second phase begins: maintaining the relationship. Though expressing thanks at a meeting is nice, take time to follow-up again after you leave. Use the club’s preferred method of correspondence to contact them. Terrie Branch actually sends thank-you cards via snail mail. Some authors distribute electronic newsletters to keep readers abreast of book releases, events (past and future), and contests. Feature the book clubs in your newsletter by highlighting your visit. Authors also send invitations to members about upcoming events. Mitchell always includes them, and they show up to support her. Follow members on social media and interact with them.
Sending copies of new books to club presidents is a good method that keeps book clubs in the loop. Curry suggests posting pictures and recaps of the time spent with the book club. Brian Smith asks readers to join his street team, a group of people who buy and actively get the word out about authors and their products. His experience demonstrates the importance of maintaining lasting relationships. Smith celebrated a 10-year anniversary with the first book club he met with to discuss his book. Recently, the club honored him along with the mayor of Daytona Beach, FL, with a key to the city.
Successfully nurturing and sustaining relationships with multiple book clubs is a great method of obtaining sales and relevance as an author. Simply put, take time to become familiar with book club members like you would anyone else. Maintaining polite communication and being thoughtful goes a long way. After all, you’re selling yourself, not the book. In return, book clubs will spread the love—a key ingredient to becoming a successful author.
REKAYA GIBSON has written articles for Amtrak, Cuisine Noir Magazine and various lifestyle magazines. In addition, she has penned six books. She maintains a food blog based on my first fiction novel, The Food Temptress. She enjoys completing word searches while traveling the country by train and dancing freely. Follow her on Twitter @RekayaGibson