I was going to title today’s post “Book promotion — What doesn’t work.” Then I started thinking. These three things work as far as getting your name out there is concerned, they just may not give you immediate results in terms of book sales.
They are: book signings, conferences, and magazine advertising.
Book signings. I know. I know. Book signings are what every pre-published writer dreams of when they think of one of the perks of being published. You’ll go to the bookstore, fans will descend upon you, and your hand will cramp from signing all those books. But the truth is, if you’re a new author with no publication track record (meaning no fan base), you’ll likely be sitting at that bookstore table looking mighty lonesome (the exception being your friends and family coming by, and occasional pitying stranger). Even after four books, there’s no doubt in my mind that if I had a solo signing at my local B&N, for the most part, I’d just be keeping myself company. The tough truth is, unless you’re a big name author, a solo signing won’t draw a crowd. I’ve never done a solo book signing, and from the stories I’ve heard from authors who have, it’s unlikely that I ever will do one. Unless of course, I become a big name author. : )
On the flip side of signings, a group signing/panel discussion is a blast. These are the kind of events I like to do. Last month, myself, Mark Van Name, David Drake, James Maxey, and Kelly Gay did a group signing and panel discussion at the Cary, NC, B&N. There were about 50 people there, and probably would have been more except for the monsoon outside. Fans who come to see one author usually end up being interested in — or even buying a book from — one of the other authors. Still, if I sell 10 books at a signing, I feel I’m doing good. In terms of book sales, don’t expect too much from a signing; however in terms of getting yourself out there in front of an audience, it’s great and it’s SO much fun. And better yet, it’s free.
Which I can’t say for the next two promo techniques: conferences and magazine advertising.
First magazine ads. For my first two books, I bought ad space in an industry magazine. I won’t name the magazine because I think the results I got would probably be the same across the board. (Oh yeah, one thing: as a new author, chances are your publisher will not spring for magazine ad placement for you. Mine will do the design, but paying for the ad space in a magazine is up to me.) Magazine ads may work for some authors, but I couldn’t see the value-add for me. I would track my book sales before/during/after an ad ran (I get BookScan reports for my books on a weekly basis from my agent), as well as track any change in my website stats. I determined that the return I was getting wasn’t worth the money I was paying. Ads ain’t cheap, and compared to the royalties I was earning, I couldn’t justify paying that kind of money.
About conferences and conventions. They’re fun, incredibly fun. But the big conferences can be expensive. Keep in mind that you’re going to be paying for your conference registration, hotel, airfare, food, and assorted other stuff — unless you’re one of the aforementioned big name authors, in which case some of this is probably paid for you, either by your publisher or the conference organizers. I’ve spent approx. $2,000 on a single conference. This may not be expensive to some authors, but to me, that’s a significant chunk of change. Of course, there are a LOT of smaller, local conventions around the country that might not involve airfare and the conference registration is a heck of a lot cheaper.
But on the fun side of cons, not only do I meet fans, but I get to meet author friends who I only knew through email, and get to see other friends that I haven’t seen for years. And the networking (press, magazine editors, reviewers) is well . . . priceless. That’s why I go when I can — and when I can justify the cost. This year, Derek and I are trying to sell our house and move into something a little smaller (with a bigger yard for the greyhounds). We’re keeping our money where we can get our hands on it, so I’m in a conference drought right now. Conference attendance will increase your industry visibility, and if you’re an introvert, fake it and get yourself out there and mingle. Most authors are shy by nature, and walking up and introducing yourself to someone you’ve admired for years can be intimidating. Why do you think so much of the socializing at conventions takes place in the bar? ; )
There are plenty of other book promo tricks. Pick whatever works for you and your budget — and your schedule. At the moment, I’m doing all the book promo I can and still hold down the day job, and maintain some semblance of a personal life.
Oh, yeah, and write books.
I’ve been following these posts with great interest. I’m waiting with bated breath for my final blurb because I’m going to immediately place my order for postcards (with Next Day Flyers! Love them!). I’ve already ordered blog business cards because I can use them independent of my book. I hand them out at the slightest excuse.
One thing that has me a little intimidated (ok, a lot intimidated) is facing the reviews. Yeah, I know–that’s ironic since I review books. Carina Press’s book are being reviewed everywhere including Romantic Times, Dear Author and Smart Bitches. Gulp! Even if they ignore my little novella, it still brings added scrutiny to their other books.
Your posts pretty much solidified my publicity approach. 90 percent of it will be online, and I’m going to take your example about book goodies. They’ll be free for the asking, and I’ll even spring for the stamp.
Don’t worry, Tia. With each book, your skin will get thicker. ; ) You just have to be confident about your own work — and keep that confidence. Though as I said in yesterday’s post, if reviewers start repeating the same thing, chances are it’s something worth listening to. I’ve picked up some things I need to stop doing in my books that way. ; )
Lisa
Cool posts about promotion. It’s got me inspired to write one of my own.
I agree with a lot of what you said, especially that online is the best way to promote your books. If only I could take what I know now and go back a couple years, I’d save myself some money. LOL.
Me too, hon. ; ) I could have saved loads of cash. Oh well, hindsight is 20/20.
Lisa
Interesting to know your thoughts on booksignings. I was wondering if doing them solo was worth it; I guess I need to reconsider.
You should see if you can get invited as a guest to a nearby sci-fi/fantasy con, Lisa. If you’re the same in person as you are here, you’d go over great. Cons don’t always get books sold, unless you have a table in the vendor room. But you’re right, it’s more for networking and socializing, and those can help sales.
Great posts. Thanks for sharing your experiences.
I took notes so that when it comes time, I shall be ready. And I will tell all: “Lisa Shearin showed me The Way.”
Jennifer, I thought you did a great job, especially with the newsletter. I’ve been subscribed the entire time! That cyberattack you suffered must have been awful, though.
Tia — Thanks. I’m glad you like the newsletter. Yeah, the cyberattack really sucked, and my former website designer was not all that helpful during it. I’m just grateful that it happened between books. I’ve heard of authors whose sites got hacked like the day before their latest book came out. That would be truly terrible.
Lisa, thanks for telling us what doesn’t work. That’s probably just as important as knowing what does.