| "Did you ever feel like the whole world was a | | | | Add your signing to event calendars and try to |
| tuxedo and you were a pair of brown shoes?" | | | | coordinate an interview beforehand. |
| asked comedian George Gobel in 1968. But you'll | | | | Book signings are not only an excellent way to |
| be surprised at how relevant that question | | | | meet readers face-to-face, but also a great sales |
| becomes for your self-published book. | | | | opportunity. People are much more likely to buy |
| Most self-publishers leave it up to the author to | | | | your book once they've met the author. Leaving |
| market their book. So, you've got to have a plan | | | | signed copies of your book behind afterward will |
| - a marketing strategy. However, when you're | | | | help customers remember your name and |
| promoting your book, you don't want to end up | | | | increase your sales as well. |
| "brown shoes" in a "tuxedo" world; you want an | | | | Book Trade Shows and Book Fairs: |
| appropriate method of promotion. But where to | | | | Trade shows and book fairs are large-scale |
| start? | | | | events and generally attract an array of book |
| While a great marketing plan consists of a | | | | enthusiasts, including: booksellers, authors, book |
| marketing mix, a good way to get started is by | | | | buyers, book retailers at the regional or national |
| jumping right into the network of public | | | | level, libraries, media as well as the general public. |
| appearances, during which you can connect with | | | | These events can connect you to previously |
| your potential audience and pave the way for | | | | untapped networks and allow you to arrange |
| future success. | | | | future sales. Hosting a seminar or a panel |
| Before you start making calls and introducing | | | | discussion at book trade will bring you even more |
| yourself, think about what kind of public | | | | coverage, propelling your book into the face of |
| appearances will work best for you when reaching | | | | retailers and book store owners. |
| your targeted audience. There's a great deal to | | | | If you're not speaking at the event, you can still |
| consider, including book signings, readings, speaking | | | | attend. But make sure to research the event |
| engagements, book trade shows, conferences | | | | thoroughly before you enroll, weighing both the |
| and conventions, book festivals, and television and | | | | cost and the potential benefit. Booths at these |
| radio interviews. | | | | events can become quite expensive, and you |
| What's your book about, and what groups will be | | | | want to be certain before you front the money. |
| interested? What promotional methods will be | | | | Trade shows and fairs are not for every author, |
| most effective? What actions might be less | | | | but can be a good fit for some, especially at a |
| fruitful than others? | | | | smaller, local level. |
| The below tips will reveal the most effective | | | | Writers Conferences and Conventions: |
| methods for staging public events that will not | | | | Conferences generally attract people and |
| only benefit you and your book. | | | | companies from a particular trade or niche, and |
| Setting up Events: Tips for Contacting the Media | | | | allow for face-to-face interactions with potential |
| and Managers | | | | book buyers. Getting a spot speaking at a |
| Start on your campaign as soon as possible. | | | | conference will improve your name recognition |
| There's no time to lose. The best time to | | | | and establish your credibility among other writers. |
| promote your book is the first six months after it | | | | Plus, you may receive payment for your services. |
| becomes available for purchase. It's recent. It's | | | | Book selling opportunities can arise at these |
| hot. And your excitement should rub off on those | | | | events, so it's a good idea to have books on |
| media outlets you contact. If you wait, media | | | | hand. |
| members will quickly move onto the next batch | | | | Like conferences, conventions reach a niche |
| of new titles. So don't hesitate. | | | | market and can lead to invitations to other |
| Prepare beforehand. Network and compile lists of | | | | speaking events on a non-writing related topic, |
| contacts. Order business cards, start a Web site | | | | depending on the convention. |
| and compile a media press kit. Consider purchasing | | | | Book Festivals: |
| an ISBN and retail channel distribution your book | | | | Make a public appearance here and sell your book |
| to make it available to other retailers. Most | | | | directly to the public and bookstore managers. |
| retailers and venues will need your book available | | | | Because not as many professional book buyers |
| through their distributor before they move | | | | are present at trade shows or book fairs, you |
| forward with your event. | | | | may consider book festivals a better alternative |
| When you begin to contact the media and | | | | for you. A booth at a book festival is usually less |
| bookstore managers, you should be excited and | | | | expensive than trade shows and fairs, but still |
| persistent about your book -- it's understandable | | | | provides an invaluable opportunity for sales and |
| -- but you should also understand that you will get | | | | publicity. |
| some refusals. You will have to learn to accept a | | | | Book Readings at Libraries: |
| "no" from the media or a manager. They may | | | | Check with local and regional libraries and arrange |
| not believe you're a good fit for their venue or | | | | a reading of your words. Many libraries will allow |
| program at this time. As frustrating as it is, just | | | | you to sell your book afterwards, so make sure |
| thank them for their time and move on to the | | | | to have plenty of books on hand. A local library |
| next. If you work hard and your book's hype | | | | setting can allow you to truly connect with |
| increases, they may come looking for you | | | | readers and develop an audience. |
| anyway. | | | | Book Clubs: |
| Practice what you are going to say before you | | | | Find book clubs and arrange a special speaking |
| pick up the phone or write and edit several e-mail | | | | event with their group. You'll make contact with |
| drafts. Remember that this is the first step | | | | avid book readers and most likely make a sale. |
| toward getting your foot in the door. You've got | | | | Another way to publicize your book is to simply |
| to sound intriguing, compelling and enthusiastic, | | | | join a book club. Even if they're not reading your |
| without sounding overwhelming, or worse, like a | | | | book as a group, it's an easy way to let other |
| bully. | | | | book lovers know about your book. |
| When dealing with the media, don't send anything | | | | T.V. and Radio: |
| in that could be conceived as an advertisement, | | | | Although this form of media can seem quite |
| such as the price or ordering information. Only | | | | intimidating, don't be shy. Radio programs are |
| send pricing and ordering information when a | | | | often more than willing to hold a phone interview, |
| professional specifically requests it. Keep and | | | | especially if you are a local author, or have expert |
| update a clear log of those you've contacted, | | | | advice and opinions on a non-writing topic. Though |
| messages left of machines, and the dates of | | | | it can be quite difficult securing a timeslot in a |
| your attempts. If you've left several messages | | | | large network, morning T.V. shows often have |
| on someone's answering machine with no reply, | | | | guest spots available. Don't overlook local public |
| the person probably isn't interested. | | | | access channels either. These regional channels |
| Always follow up after sending in materials, such | | | | offer a unique way to reach an entire community. |
| as a press release or media kit. When you call, | | | | Start Locally and Promote your Public Events |
| don't ask the media contact if they received your | | | | By getting out in front of the public eye, you'll |
| materials. They receive hundreds of press release | | | | definitely increase your chances for book sale |
| and requests each day and the answer will most | | | | success. Remember to focus only on your |
| likely be "no" followed by a "click" as they hang up. | | | | targeted audience. Avoid situations where you |
| Instead, simply explain who you are, that you | | | | would undoubtedly feel like "brown shoes" in a |
| sent them information about your book and are | | | | "tuxedo" world. Even if you adamantly believe |
| willing to supply the additional materials needed to | | | | your book will appeal to the masses, concentrate |
| write a story, a review or conduct an interview. | | | | your efforts and you'll experience better results. |
| Public Events for the DIY Marketing Author | | | | Work from small to large, saturating the local |
| Book Signing Events: | | | | market before moving on to state-wide, regional, |
| After you've successfully arranged your book | | | | national or international markets. |
| signing - the most common and recurrent public | | | | Also, as silly as it sounds, you cannot forget to |
| events for authors - there are a few tips to | | | | promote your promotional events. Just like your |
| ensure your event is a success. Like all events | | | | book, if you don't tell people about your upcoming |
| you host, you first have to prepare. Promote the | | | | appearance, nobody will know about it. Manage |
| signing by putting up posters around the store | | | | and update a Web site with your events, sending |
| (with the manager's permission, of course). Visit | | | | out e-mails, letters or postcards as reminders. |
| the store a day early to introduce yourself to the | | | | Only you can ensure that your public events bring |
| manager if you've not met already. Contact local | | | | great returns on your time and investments. |
| media in the area and inform them of the event. | | | | |