Book marketing – It’s not always about sales

Photo by Larry Baker's wife, Ginger Russell, at an appearance in Cedar Falls in 2009.

Now what?

Author Larry Baker (The Flamingo Rising, A Good Man and others) posted this picture to his Facebook page this week, and I laughed. It captures a fear most authors harbor: ‘What if nobody comes?’

It’s not a groundless fear. It happened to me this week. I spend considerable time in advance of events to help ensure their success. But what I can’t do is guarantee people will come.

Over the past week I participated in six events to market my novelĀ Go Away Home: a writing conference, two bookstores signings, a gift store signing, and two library book talks. The marketing side of the writing life.

Here’s an abbreviated look at how I promote and work events.

Bring my own audience – The event host isn’t the only one responsible for getting people to come. Authors need to work their own contacts, too. I use email marketing and social media to generate interest. A ‘save the date’ mailing three weeks in advance, and a reminder three days ahead of the event. I create Facebook events and invite. I tweet. Results of this effort reinforce the importance of using many ways of reaching people: At one book store event, all but one person came as a result of my email campaign. At one library event, none of my contacts came.

Alert media – I sent news releases to media in each town. To the best of my knowledge, none picked up the news for these events. I’ll keep doing this, though, because particularly in smaller towns, I’ve seen terrific pick up.

Stand and deliver – Even though I could sit down, I communicate enthusiasm by standing. I smile and make eye contact, then I ask anyone who meets my gaze if I can tell them about my books. Most will say yes. I pitch my book in 30 seconds or less. Once I’ve given the pitch, I ask questions to keep the person engaged. I put a book in their hands as we talk.

One of my events was in a gift store that also served lunch. The owner had me set up at a table at the edge of the lunch area. I took my books to the tables as guests waited for their food to be delivered. I kept this pitch very short and made sure not to overstay my welcome. An idea for next time: Create table tents to alert people I’m there and to keep my books in front of them as they eat.

Be flexible – I was on the road mainly to market my new novel, but at one library, the book discussion group had just read my memoir and that’s what they wanted to talk about. So we did. I included messages about my novel when it was relevant.

What if no one shows? In spite of all my efforts, at one library, that worst-case scenario happened. I was all set up and the audience didn’t show. I felt worse for the librarian than for myself. She’d done a lot to get the word out, but for who knows how many reasons, no one came.

I’d whiled away a half hour on my own, then a miracle. One young girl walked in the door. Turns out she was the librarian’s daughter. I learned she’d written a story and in that small town, she had found no writing support. We talked one-on-one about what she was writing. How she could get support from her teachers. How she might engage her classmates.

At that library, I didn’t sell any books. I didn’t share the story of my novel or my memoir. But I did something more important. I encouraged another writer.

Now that I’m back at home, feet up, glass of wine in hand, reflecting on the week, I count all the events a success. Everything that happened is part of the writing life. I reconnected with friends. I made new friends. I sold quite a few books. And I encouraged another writer.

That last achievement? Priceless.

* Photo by Larry Baker’s wife, Ginger Russell, at an appearance in Cedar Falls – 2009.