There’s always an active discussion somewhere—writing forums, comments on blogs, conversations on Yahoo groups—about the different types of promo for writers and what works best.
I think the reason why the discussion is so lively is that not everything works for everyone.
I’ve been asked a lot recently, though, about what’s worked for me with book marketing. In fact, I’m going to be speaking at a panel this weekend on the topic at the Cape Fear Crime Festival.
For the record, here are the different things I’ve tried and how I thought it worked:
Book Tour: I actually enjoyed this, despite the focus on public appearances. I think the reason I enjoyed it is because I was touring with several other authors…and staying with Molly Weston, who was very hospitable and fascinating—she’s organized tours for tons of authors. Ordinarily, though, this is the most expensive form of promo and unless you have a pro like Molly organizing it…it could be a flop.
Bookstore visits: My least favorite. I’m usually asked a lot where the restroom is or where the travel section of the store is. I would recommend putting candy and small giveaways on your table—and smiling a lot. You might want to have a nice glass of wine with an understanding friend afterward. :) Or you might love bookstore visits—your mileage may vary.
Social media/branding: You won’t be surprised that this is my favorite, I’m sure. :) It’s free and can reach a wide audience in a variety of ways. It can be subtle instead of pushy. And it provides a way to network as well as to market. On the downside, it will suck up all of your available time if you let it. Most authors like Facebook and blogging best…I also like Twitter.
Blog tour: I love blog tours. You get a chance to interact with a different group of readers, the blog host gets a chance to take a short break, and your book’s hits on Google go up. It’s important to be organized with blog tours—know where you’re supposed to be and confirm it with the host a couple of times. Be sure to check in with comments during the day. You’ll want the tour to be long enough to be noticed, but not so long that blog tour fatigue sets in (for you and your readers.)
Postcards: I’ve done a postcard drive before to bookstores and libraries. I found it fairly expensive, but worthwhile—I checked the before-and-after of my book at libraries (my primary target) on WorldCat and could see the number of libraries carrying my book increase. As far as independent bookstores? I’m just not sure if it worked or not…I couldn’t really get any data on it.
Calls: I’ve made promo calls to bookstores to see if they’re carrying my book and to ask them to carry it, if they didn’t (this was for my smaller publisher…the larger one had covered the bases pretty well.) I’m really not a phone person, so I went off a script after making sure it was a good time to talk to the CRM (community relations manager) at the store. I didn’t enjoy making these calls at all…but I did get my book on the shelves using this method.
Contests: I do a good number of these on the Mystery Lovers’ Kitchen blog. Expense—it’s up to you. You could give away one of your ARCs, an author copy, or something that ties in to your book (I’ve done barbeque related supplies before.) We’ve noticed on the group blog that it’s better to have shorter contests—ones that go on for a week or even just a day seem to do better. You’ll want to make sure you include the cost of shipping in your costs when you’re deciding how much you want to spend. And you’ll also want to decide whether you’ll open up the contest to international readers (which I usually do.)
Bookmarks and business cards: These are really just a must. You’ll want them to give to people who ask about your book, or to put on the promo table at conferences or panels, or to have at your book signing, or to hand out at festivals. I’ve ordered them from different places (Iconix and VistaPrint) and I’ve made them myself using Microsoft Publisher and Office Max. But you’ve really just got to have them. Readers do seem to love them—I get emails from readers who ask for them.
Appearances/panels: It’s definitely harder, as a mom, for me to get to appearances at conferences, festivals, and panels—but I’ll definitely make them if they’re regional and not too expensive for me to get to. I do seem to sell books when I make appearances.
Book clubs: I enjoy talking to book clubs. They’re really going to be one of the most successful venues for writers because of the number of people reading your book…and because they usually provide a receptive audience. The ones I usually get invited to are friends of friends types of events. I’ve enjoyed all the ones I’ve gone to…and I have a couple on my calendar already this year. I know authors who have given away door prizes at these and that seems to go over well. It’s also a nice opportunity to get people on your email newsletter list.
As a reader, I’ve bought books (and continue to) by authors I’ve gotten to know through social media. I’ve bought books when I’ve attended panels and was interested in the authors who spoke at them. I’ve only occasionally purchased a book at a store because I saw an author there (that’s hit or miss…it might be that they’ve written a genre I’m less-interested in reading.) And I’ll admit I’ve not been swayed by postcards, bookmarks, or tours. But that’s just me.
If you’ve got a book out, how are you approaching promo? What’s working for you? If you’re a reader, have you ever purchased a book as a direct result of marketing?
Elizabeth – Thanks for bringing up this topic. It’s so important to remember that besides being writers, we also have to get the word out about our work. For me, social media and my blog work best. For one thing, I’m on a very, very tight budget. So traveling is usually out of the question. For another, I can create a consistent “package,” if you want of who I am and what my writing is about through making sure that my presences on Facebook, Twitter, blogdom, Crimespace, Goodreads, Linked-in, and the other places I haunt ;-) all send the message I want people to get. Oh, and there’s the added bonus of connected with good folks like you who are such a help to me in my writing.
I wish the promo side wasn’t dumped on the author so much. I don’t mind ‘doing’ the stuff, I just hate to have to initiate it. It’s even more difficult when your books aren’t readily available in stores. I guess I should start moving things for my May release.
Terry
Terry’s Place
Romance with a Twist–of Mystery
Nice overview, Elizabeth! I agree; bookmarks and business cards are a must. I guess I’ve tried most of the other things, with varying amounts of success. Giving talks/presentations is effective, but so time consuming (and not always easy to arrange). I did a blog tour for DIAMONDS (and I’ll be doing one for KILLER ROUTINE), but I’m not sure how effective they are. I guess every little bit helps!
Oh, I forgot. I recommend a giveaway on Goodreads. That seems to generate a lot of interest.
If you’ve got a book out, how are you approaching promo?
Ehm, actually I self-published a collection of cosy flash fiction yesterday, so I suppose I have got an (e)-book out. But I got the idea Saturday and published it yesterday so I thought you´d tell me what to do ;D
To be honest it was just a very spontaneous thing, a kind of test to see what would happen, but a couple of my wonderful blog friends have already tweeted, written about it on Facebook and created a GoodReads page for my book so I have sold SIX books already!
But I promise I´ll try to grow up and begin promoting my book like a responsible, grown-up writer – and think about which methods work for a writer in Denmark whose main target group is UK and US. Plus what difference it makes that it is an e-book (such as no book signings).
Book fairs and festivals seem to work best for me. People are there to buy books and they seem to be open to new authors. I do buy books from authors I’ve met on line and through local events. I also try to support local book signings, especially if I know the author, because I’m aware of how hard those events are.
Nice post and breakdown of promo efforts. Thanks :)
This is a great line up, Elizabeth! I think I will be in Margot’s shoes… the travel is just something I won’t be able to swing, but the online stuff is great. It is nice to see the other stuff we can work though, too.
As a reader, I’ve bought a lot of my blog buddy books. For the most part I’ve really enjoyed the books. There are a few I’ve bought that are way outside my preferred genres, but I buy them to support my friends anyway. :)
Margot–Oh, you help us, too! Always get great crime-writing inspiration from your blog. I know what you mean about the cost of travel–I really avoid traveling as much as possible. I can always think of something else to better spend the money on. And hotels, restaurants, etc. are never cheap. On top of that are conference fees. Bleh.
Terry–I’m starting to get in gear for my June release. And I’ll have a book out in November, too. You’re right–it’s hard to get going with it.
Jane–Oh, bookstore signings can be painful! Yes, I go out to support friends who do them, too.
Toni–Hope it helps!
Alan–I think that the results are hard to quantify. I mean, of course if *books* are sold then we can estimate the success…but there’s also a degree of branding/platform building that can lead to sales down the road.
I’m not keeping up on Goodreads! Haven’t signed in for forever. I think I got overextended.
Dorte–I didn’t know! Oh, that’s really cool. Getting the word out via social media is definitely the best, quickest, most economical approach I think.
No book signings would be a real plus for me! :)
Hart–There are a lot of options and even someone who can’t really travel can make a big impact (one that publishers will notice.)
Thanks for so much information about what you do for marketing and what works best for you!
I appreciated the link to World Catalog.
Monti
NotesAlongTheWay
Looks like the promo part of it is even harder work than writing the book
Cold As Heaven
I’m with you on the blog tours and social media!
I’m trying not to think about this because I have such a long way to go but I think I’ll book mark it in all hopes for a good outcome! As a reader I love buying books at readings. I don’t know about the states but in Canada the govt. agency – The Canada Council pays for writers to go on tour and give readings. It is a big deal in Halifax with people loving to go to them. I’ve met wonderful writers and YES I buy their books when I go. Sometimes I see the lonely book signers at Chapters (big book store like Indigo) and I feel for them – they always look so…lonely and uh…needy. I can’t imagine what I’d do differently with that – knit? do stand-up? teach juggling?
I also always buy books at the book fairs and the writer events they have around here. We have a Word on the Street every year and I try and buy lots of local writers.
I was really brave yesterday! I sent an email to a local journalist who interviewed me when I left politics because of my health problems. He has promised to write an article tomorrow (my official launch day)! I had quite a good relationship with the local rag because I wrote loads of humorous & provoking letters to the editor, and now I can harvest some of the goodwill from then.
So a tip to new writers: local papers may be much more interested in even small career steps than you think. Your only risk is that they´ll say no.
Booksignings used to be my favorite, but not anymore. Too draining and not very cost effective if one has to drive far.
Had to try to leave another comment, as this is definitely a post I will head back to.
I am a major social media user, and I think that this will only increase over the upcoming years, as I think it is a viable and good medium to get in touch with potential readers.
I do however think that some writers just overdo it. I don’t need to see a daily autopost of your book on my twitter feed, for instance, I just zone out then!