Once you have a book available, you need to start marketing and promoting your work. Even if your book is available (print OR e-book) via well known online channels – or even, if you are lucky enough, on a shelf at a local book store – you still need to push your “brand” in order to sell your books. How else will someone know to pick your book out of the thousands of titles available.
Virtual blog tours and maintaining your own author site will go a long way to publicizing your book and letting potential readers know about you. In a virtual blog tour an author visits multiple blogs with blog posts, interview answers, short excerpts and more. Blog visitors get the chance to learn about new authors and the blog remains up even after the “visit”.
But even with the convenience of the World Wide Web, it still pays to get out in the public IN-Person and let your public meet YOU, the author. Depending on your publisher, you may or may not have a bit of a financial assist to cover costs of travel or promotional supplies. Most times, unless you’ve been lucky enough to be published by one of the “Big Six” publishing houses or have already built a successful reputation, you are more on your own than not. Most independent publishing houses can’t afford the costs of an author tour.
Let’s discuss your “kit”: Books. Expect to sell books during the event. If your books are in print, plan to have several copies of each title on hand. If your books are available online as e-books, you might want to look into selling coupons redeemable online for the e-book. Especially for e-books, have a few copies of a printed excerpt to hand out. Invest in promo materials (not necessarily expensive) such as business cards, bookmarks, trading cards, brochures or flyers. You’ll need something neat and professional looking to bring your books in with (a rolling cart?), a table cover, pens, a mailing list sign-up, and a cash box (with change) and receipt book. Also have an excerpt available that you can read aloud if requested.
Scope out available venues to make an appearance. Most authors will gravitate towards traditional brick and mortar bookstores, but don’t limit yourself to that. Look into libraries, local stores that might relate to your book’s theme, fundraising boutiques and craft fairs, travel agencies, historical societies and museums, and community centers. Unless you are truly a local celebrity, try to think of something that will draw traffic in: writing lessons, historical talks, even craft or cooking lessons.
Find out who the Program Director is (other titles for this position might include Community Relations, or Manager). The main thing is that you want to contact the person who can give your permission to show up with your books. Find out what they will expect from you and what you can expect from them. Survey the layout to know what you will need. Will the venue supply a table or will you need to bring one in? You must be proactive about publicizing your appearance, don’t rely on the store to do it all, or any.
The day of the event, dress comfortably and suitably for the personae you need to represent. Don’t remain seated behind the table, be friendly and meet and greet people. Know the layout of the store and be helpful if a store customer asks for directions (like to the bathroom or checkout register). Afterwards say thank you to the manager and follow your visit up with a thank you note in the mail.
Writing Exercise: (This one isn’t really writing) Choose an excerpt from your book (or any other book) and set your timer for 5 minutes. Practice reading aloud for 5 minutes in front of a mirror. If the excerpt doesn’t fit or you don’t feel comfortable reading it aloud, try another excerpt.
Writing Prompt: Make a list of 5 to 15 words you would WANT your public to think about you when they meet you during an author event. Now next to each word, write down one word that would explain why the first word “suits you”.
