Book Promotion Tips

Celebrate, Celebrate

The book has been written. The publishing deal is completed. The champagne celebration has produced a hangover the size of Ted Turner’s Montana ranch because the long-awaited book is being released.

So what now? Should you sit back and watch your publisher do all the work to promote the book? Is it time for a vacation to the French Riveria to frolic on the shores of the Mediterranean?

The answer, of course, is “no,” since the real work to promote the book has just begun. Regardless of whether the publisher is large, medium-sized or small, or the book is being traditionally self-published, you are responsible for promotion, promotion, and more promotion.

If a traditional publisher has released the book, there may be author or poet obligations regarding publicity. Book promotion clauses are common in most publishing contracts. They focus on what is expected of the author or poet and what is expected of the publisher when the book is released.

Without sufficient promotion, chances for success are doomed. The extent of the publicity and marketing program will depend on the size of the publisher releasing the book and the perceived importance of the book in the publisher’s overall list. Having a major publisher release your book is worthy, but this does not guarantee a big promotional campaign. While negotiation is occurring, be certain to learn of the publishing company’s commitment to promotion. This factor may be as important as the dollar amount of any advance being provided to you.

If there is a strong commitment to a promotion campaign, the publishing company will assign an expert in this field to coordinate the effort. The campaign may include a nationwide tour featuring television, radio, and print opportunities.

Medium-sized and smaller publishers’ commitment to promotion will vary. They may or may not employ in-house experts to deal with publicity. Yours will depend on what is expected of you in tandem with efforts by the publisher.

Medium-sized and smaller publishers without an in-house promotion or publicity department rely on free-lance book promoters. These experts are hired on a project-by-project basis to expose the book to the media. Campaigns vary in cost depending on whether they involve print, radio, television or a combination of all three.

The publishing contract should contain specific language regarding the extent and length of the campaign and who is responsible for the cost. You may be required to expend funds to promote the book. If so, a clause should be included in the contract providing for this likelihood.

If you are willing to fund publicity or a promotion campaign for your book, consider noting this in the Query Letter and Book Proposal. A clause in the contract will provide guidance.

Book Signings

Book signings provide an opportunity for you to meet the public and sell your books. Major publishers will coordinate the appearances. Medium-sized and smaller publishers may assist, but the author or poet will assume an active role with scheduling.

The publishing contract should clarify respective roles and provide guidelines for book signing promotion, since it is essential to success. At least one month before the event, a coordinated campaign involving the author, the bookstore, and the publisher should be planned. Storefront signs and signs in the store are critical as is the announcement of the book signing in print publications and on radio and television.

Book signings must be strategically planned. Competition from other local events can impede success. Research newspaper and magazine calendar sections to discover competing events that may draw potential customers away. Discussing the best day and time for your book signing with the bookstore owner is essential. Some stores are “dead” on the weeknights; others flourish. Weather may play a part regarding scheduling. During the winter, few customers flock to book stores when there is five feet of snow on the ground. Summer months can be terrific weather-wise, but when the weather is too good, customers will stay away from their favorite bookstores.

Book signings during seasonal holidays can be advantageous. Books are great gifts for Christmas, Mother’s Day, Father’s Day, and Valentine’s Day.

Mall bookstore signings can be terrific since there is normally a steady stream of customers walking about. Coordinating a book signing during peak hours is advisable.

For Larry Legend, my biography of NBA superstar Larry Bird, the publishing company arranged appearances at an unlikely venue: grocery stores. On one occasion I chuckled after being seated next to the frozen food section across from a sign reading, “Frozen Flounder, $1.99 a pound, Larry Legend $24.95.”

No matter where the book signing is held, you should feel proud when your book is purchased. Thank buyers and take the time to sign the book with a personal greeting they will appreciate.

When Testament To Courage was purchased, I wrote, “May Cecelia’s Words Inspire You,” a reference to Cecelia Rexin’s undying courage during the Holocaust. For youngsters whose parents bought Larry Legend, I wrote a message conveying how hard work and dedication helped Bird achieve success. With The Perfect Yankee, I wrote, “Don Larsen’s achievement proves miracles do occur.” For Miscarriage of Justice, I quoted Martin Luther King. The message read, “Injustice anywhere is a threat to justice everywhere.”

Self-publishing guru Dan Poynter suggests authors and poets consider holding mini-seminars instead of book signings. In a Writer’s Digest article, he quotes Teri Lonier, author of Working Solo. She stated, “An autograph party says, ‘Come and appreciate me and buy a book;’ a seminar says, ‘Come on down, and I will give you something for free that will improve your life.’” Poynter and Lonier agree that it is important to think of “the potential benefit to the customer. How can you lure them out of the house and down to the store?”

Author Beth Crawford, a working mother, has been successful with sales of her novel through a unique approach. After she wrote Silent Storm and decided to self-publish it, Beth discovered the high cost of printing. Determined to continue, she and her husband purchased an inexpensive printing machine to print the book. When she became proficient at the process, Beth began promoting her novel in connection with seminars about the printing procedure. She presents a fifteen-minute speech about printing and then reads from her book. Beth also traveled throughout her home state before the release date of her book to meet people at bookstores and libraries. The result has been numerous appearances and successful sales of Silent Storm.

When you appear at the book signing or seminar, remember people love stories. They may be interested in the ones featured in the book, how you decided to write it, or the research tools employed. The more entertaining you are, the greater the chances you will sell your books.

Promotion Ideas

If the publishing company funds the promotional campaign, you will gain needed exposure. If the publishing company cannot fund the campaign, or if you are self-published, consider expending funds to cover promotional costs. Outstanding public relations companies exist, but make certain they specialize in book promotion. Ask for references and copies of public relations campaigns they have designed for other authors or poets.

Regardless of who is funding the promotional campaign, you must be clever to promote the book through any means possible. The saying, “The Lord helps those who help themselves,” is most appropriate.

One author who splashed onto the national scene through self-promotion was Terry McMillan. When Mama, her first novel was published in 1987, she handled the marketing and promotion for her book. She forwarded hundreds of letters to African-American organizations requesting them to promote the book.

McMillan contacted bookstores with requests for book signings. Her efforts resulted in appearances and readings across the country. Mama was a moderate success, but when Disappearing Acts, her second book, was released, additional recognition occurred. In 1992, Waiting To Exhale became a bestseller. Four years later, How Stella Got Her Groove Back proved McMillan, the self-promoter, was a literary star.

To circulate interest about your book, keep an “address book” listing every friend and acquaintance since childhood. When book signings or other promotional appearances are scheduled, mail invitations to everyone in the area you know. You will form a group of loyal readers who will purchase future books.

Free publicity is the author or poet’s best friend. Convince magazines or newspapers to print an excerpt from the book. To gain exposure, telephone radio shows, contact libraries to schedule readings, and work through local writer’s centers. Public speaking also provides the opportunity to promote the book.

Author or poet Internet websites are a must in the twenty-first century. Designing them has become an art form, and there are multiple companies available to assist the writer. How fancy the site is depends on your pocketbook, but you can promote your book online to enhance sales opportunities.

To further publicize a book, consider creating a full-color flyer, brochure, or a “One-Sheet” (book cover on one side—descriptive material about the book on the other). Postcards displaying the book cover can be forwarded to media outlets, prospective purchasers of the book, and friends.

Publicizing a book not yet in the bookstores is the kiss of death. If buyers interested in the book based on media exposure visit the store and the book is unavailable, chances are they will not return to buy it. Make certain the publisher and the bookstores coordinate stocking the book at least a month before the promotional campaign begins. If you decide to self-publish, consider handling the matter yourself.

Double-checking everything about your book signing is essential until the day it occurs. Make sure media exposure is secure and check the store a week or two before your book signing to see if posters are on the front window and displayed throughout the store. Most bookstores employ “community relations” managers to handle book signings, but they have many other duties. Good communication is a key to assurance that your book signing will be a success.

Regardless of how many books you sell at the book signing, request the opportunity, if it is not offered, to sign multiple books to be stocked in the store. Most stores do this as a courtesy, but publishers relish this opportunity since a signed book cannot be returned to them. This also applies to self-published authors or poets guaranteeing that you will be paid for the books left at the store.

If you are self-published, negotiate your share of the cover price with the bookstore. Splitting the revenue is fair, but many stores will permit you to keep as much as 70 percent.

If you appear for a book signing at a library or not-for-profit organization, consider donating a portion of the cover price. This promotes goodwill.

Book Promotion References

Several worthy publications will help you better understand book promotion. One is The Complete Guide To Book Publicity, written by Jodee Blanco, a seasoned professional who is also an expert on self-publishing. Using the tips she includes in her book can be very worthwhile. One discourages authors from mentioning their book more than once or twice during an interview. Another discusses what to wear for television appearances.

Blanco suggests that authors or poets write a book with promotion in mind. She believes that to successfully expose the book to the reading public, there must be a “promotional” tone, one signaling to the media that the book is timely and important. Integrating an issue or cause into the story permits a built-in promotional package. This permits a hook for the author or poet, the publisher, and the public relations firm representing the book.

Blanco’s advice is questioned by those who believe a writer must write true to their heart and not with commercialism in mind. This “one or the other” stance fails to recognize that one can do both. Many authors or poets believing in an issue or cause convey their feelings while keeping an eye open toward promotion. As long as they don’t sacrifice their beliefs, they are being true to themselves, as well as being practical.

Promotional ideas must be considered in light of expense and coverage. Make certain you are targeting the right audience for your book. Spend money wisely to reach the largest group of people who will be interested in the type of book you have written. Be creative and you will be amazed at the amount of publicity you can generate for your book.

Learning From Others

Masters of book promotion include the Chicken Soup authors Jack Canfield and Mark Victor Hansen. Millions of their books are sold worldwide and Canfield believes he knows the reason why.

The co-author attributes his success to good, old-fashioned research. He told Writer’s Digest, “I read every book I could on how to market books. It’s something you have to study. It’s something you have to make as important as the craft of writing.”

Canfield’s interview revealed other jewels of information that can assist an author or poet. He said, “Spend 90 percent of your time after your book comes out selling, marketing, and self-promoting.”

Canfield suggested creative methods involving marketing and self-promotion. He gave away free books to potential reviewers and the public at large while creating a web site where excerpts from the books could be downloaded at no cost. He promised to give a percentage of the retail price of the book to a charitable organization. Doing so, he said, “Created a buzz about the books.”

Lessons learned from authors like Jack Canfield are essential to the continual learning process. They provide inspiration, as well as a proven game plan for success.

One strategy successful authors and poets employ is to provide free readings at libraries, high schools, colleges, and universities. Invite the media to such events as well as those who will be interested in the book topic. Canfield and others realize those attending may tell others about the book, creating an interest. Encouraging supporters to contact bookstores about the book may assist efforts to place the book there.

An avenue open to authors or poets self-publishing their book is the Internet bookstore. As stated, Amazon.com provides an “Advantage” program. It permits the author or poet, under guidelines posted on the website, to sell their book to the public. This permits wide exposure for the book especially if readers post positive reviews of the book. Asking friends and family or others who praise the book to post their review is proper. This builds credentials for the book to those who check the website.

Building A Career

Book promotion is an important component to building a professional writing career. The goal is to create interest in both the current book and the next one. To this end, remember to act like a professional when dealing with those who take the time to visit a bookstore, chat about the book, and purchase one. Keep a mailing list so you can advise them of the next book being released.

Continued contact with the bookstores is important as well. Many authors and poets send “thank you” notes to the manager after an appearance. When the author or poet is ready for another appearance, the manager will recall the good manners with a smile.

Publishers take note of how their authors and poets handle public appearances. The writer may or may not be interested in securing the same publisher for the next book, but don’t gain a reputation as someone who is difficult. The book publishing industry is small and a bad reputation with regard to promotion can impede chances regarding the next book and the next.

Above all, be proud of your book. From nothing but an idea, you have produced a bound book presenting your message to the world. Shout “hooray” and enjoy the experience.