Manners Matter

An in-person promotion for your new book is very exciting and nerve-wracking. Authors of print books may find more venues for in-person opportunities, but even authors of e-books may find that in-person promotions work for them as well.

Bookstores, libraries, private home parties, coffee-houses and taverns, and really any festive gathering can work for authors. Print books do well in bookshops and libraries and lesser known authors often shine in themed multi-author events. E-book authors may find interested audiences at a local electronics store featuring the latest e-book readers, computer stores, or libraries with computer classes (even libraries are offering e-book downloads nowadays.)

You have your book in hand and as euphoric as you feel, you are ready to hit the marketing trail running. Contact a possible venue – for a bookstore this may be the Community Relations Manager, store manager, or buyer – with an information packet about your book and you. I like to email, snail mail or drop this packet off in person, and no, I don’t need to disturb the manager to hand it to them personally. This packet should contain the following information: publicity contact, name, phone, and fax; press release that includes title, isbn, price, publisher and a brief synopsis; a copy of the book and/or a book jacket (or printed high quality copy of the e-book cover), a hard copy of prologue, first chapter or impressive excerpt; brief author biography and publicity photo; and book reviews or excerpts from reviews. Whether doing it in person or by phone, get the correct name (and spelling) of the individual in charge of booking author events.

Wait a few days, no less than one and no more than three, and make a follow-up phone call. When, and if, you get to speak with the person you ask for gently remind them that you sent/dropped off a packet for their attention and you hope they had a chance to review it. If they have no idea what you are talking about, ask politely if they would like you to send another one. Tell them that you are interested in doing an author event at their place. Be imaginative. Bookstores and libraries like book signings, readings and book discussions. If you are trying to book yourself into the local electronics store suggest that you can help to promote their line of e-book readers. When you have the event and date agreed upon, ask if they have a set promotion plan or if they would mind if you sent out your own press releases for the event as well. Also clarify any numbers about retail price and percentages.

The day of the event show up a little early, be prepared with books if you are supposed to being your own, and any handouts such as business cards or brochures. If it’s okay at the venue, a small bowl of wrapped candies almost always entices a potential customer to come to the table. Never pounce, but smile and be pleasant. Explain who you are and what you are doing there – you don’t have to soft peddle this, if you are there with books then you are hoping that they will buy one. If the event is multi-author do NOT ever allow yourself to get pulled into an attention war between authors and books – you will not only send the customers away, they will probably be running. Include your fellow authors with statements such as “Hi. Do you like romance? We have a table full – paranormal, contemporary, historical…” Your goal is to draw the crowd to the table(s) where they will see your books.

After the event, be sure to touch base with the store rep or manager – make sure that all paperwork is signed and any payment info you need to share is complete. Make sure that whatever space you inhabited is at least as clean and orderly as before you arrived; offer to help return tables and chairs, this is especially nice when a single individual has to take care of the clean up. I always like to give the representative a “little gift” (small candle, box of candy, etc) and a personal thank you card. A follow-up email a short while later to say what a lovely time you had is also appropriate. Make sure that you make a nice impression and would be welcomed back.


Writing exercise: Take the most mundane task you have in front of you (housework or in the office), create a super-spy character and write a short report to explain what the “real job” is that this task is a mere cover for.

Writing prompt: What did YOU have for breakfast today? Describe the meal in an appealing way for a VERY fancy restaurant menu.