| p>Whether you've published your book yourself | | | | 7) Don't be shy. |
| or have an outside publisher, you're the one who | | | | Let anyone and everyone know that you've |
| will have to market it. If you want people to | | | | written a book. Share your passion for your |
| know about your book, it's up to you to tell them. | | | | subject. Sell yourself and your book to anyone |
| Here are 13 rules to help you do it effectively. | | | | who will listen. But don't be obnoxious about it. |
| 1) There are no rules. | | | | Always carry promotional material -- business |
| What worked for your last book may not work | | | | cards, fridge magnets, postcards, flyers -- and |
| on this. What worked for your friend's book may | | | | hand it out liberally. Always have copies with you |
| not work for yours. Publicity is an art not a | | | | to sell...and sell them. |
| science. Feel out what works and go with it. If | | | | 8) Everybody loves a winner. |
| something doesn't seem to be working, let it go. | | | | If writing a book buys you credibility, writing an |
| 2) Your publisher won't do it for you. | | | | award-winning book buys you even more. Enter |
| With few exceptions, your publisher (unless you're | | | | contests and competitions. When you win or |
| the publisher) won't provide a lot of marketing | | | | place, let everyone know and be sure to issue a |
| support -- unless you're famous enough not to | | | | press release. |
| need marketing support. So if you want people to | | | | 9) Get testimonials. |
| know about your book, it's up to you to tell them. | | | | Encourage everyone who reads your book to |
| 3) If you're self-publishing, don't skimp on your | | | | send you their comments and to post reviews on |
| book cover. | | | | Amazon and other on-line book-retailing sites. Even |
| Your book cover is your most important | | | | if you can't get reviews in the media, comments |
| promotional tool. Unless you have experience in | | | | from satisfied readers can go on flyers and on |
| the field, don't design it yourself. Have it designed | | | | your web site. |
| by a professional book-cover designer (not by a | | | | 10) Don't forget the internet. |
| graphic artist with no cover-design experience) | | | | Get a web site. Start a blog. Join social networks |
| and put the image on all your promotional material. | | | | like MySpace and Facebook. Microblog with |
| 3a) Everyone has a fridge. | | | | Twitter. Let the world know you're an author. |
| Fridge magnets that show off your book cover | | | | Particularly on social networks, let people get to |
| are great promotional tools. They're even better | | | | know you first as a person. They're more likely |
| than bookmarks because everyone in the | | | | to buy your book if they like you. They're more |
| household gets to see them. They're available | | | | likely to ignore you if they think you're just |
| inexpensively online from | | | | connecting with them to hustle your book. There |
| 3b) You have to wear something... | | | | is also an increasing number social networks |
| ...So you might as well be a walking billboard and | | | | geared specifically to authors and book marketing. |
| wear a t-shirt or sweatshirt that shows off your | | | | They're great for ideas, less so for selling books. |
| book cover. For t-shirts, go to vistaprint.com; for | | | | 11) Stay in touch with your readers. |
| sweatshirts, | | | | Collect e-mail addresses from your readers and |
| 4) Abandon all expectations. | | | | stay connected with a newsletter that offers |
| Sometimes your efforts will produce the desired | | | | them real value, one they'll want to forward to |
| results. Sometimes, they won't. Don't stress about | | | | friends and family. You can also use a blog for this |
| it or beat yourself up. Just move on to your next | | | | purpose. |
| idea. | | | | 12) Publicity is about freebies. |
| 5) Everyone loves an author. | | | | There are many ways to get into the media that |
| A recent survey says that 82% of Americans | | | | won't cost you a dime. Events listings is the most |
| want to write a book someday. The fact that | | | | obvious. Book excerpts is another (you might |
| you have -- and that you have a book with your | | | | even get paid for these!) When you write book |
| name on the cover -- buys you a lot of credibility | | | | reviews or articles for newsletters, trade |
| with a lot of people, some of who will buy your | | | | magazines and web sites like this one, you'll get a |
| book simply because they've met the author. | | | | short bio where you can include information about |
| 5a) Your town or region probably loves its | | | | your book. If you're a college graduate, contact |
| authors. | | | | your alumni magazine. Mine has a regular spread |
| Many regional bookstores are eager to support | | | | that features new books and CDs by graduates. |
| regional writers and are happy to set up signings | | | | Contact your hometown paper. It may be thrilled |
| and events for you. Don't be shy about | | | | to feature a story about a now-published native |
| approaching a store's manager. Remember, | | | | son or daughter. |
| though, that you still have to promote your book | | | | 12a) A publicist could be your best friend. |
| and your event. Just because your book is on the | | | | Just because you can write doesn't mean you can |
| shelf doesn't mean it will sell. Just because you | | | | write a press release. Just because there are |
| have an event doesn't mean people will show up. | | | | 1001 ways to market your book doesn't mean |
| 6) Having a book-signing or participating in a book | | | | you have the time or expertise to do them all. |
| fair? Be focused and approachable. | | | | Even though I have a p.r. background, I chose to |
| Just because you're sitting at a book-signing table | | | | work with a publicist. |
| doesn't mean people will come up to talk to | | | | 13) There are no rules. |
| you...or buy your book. Don't read or do other | | | | Read these ideas as well as those in books like |
| work at your table. Discourage friends and family | | | | Dan Poynter's Self-Publishing Manual and John |
| from hanging around your table. Don't gossip with | | | | Kremer's 1001 Ways to Market Your Book, then |
| your fellow authors if you're doing a group signing | | | | find your own way, your own rhythm. Hone your |
| or book festival or fair. You're there to engage | | | | intuitive senses to know what feels right and |
| readers and sell books. Be friendly. Be focused. Be | | | | what doesn't, what will likely bear fruit and what |
| engaging. Be approachable. If someone doesn't | | | | won't. And then get out there and let the world |
| buy a book, have a card or flyer for them to | | | | know you've got the book it's been waiting for! |
| take away with them. | | | | |