If
you've been here before, you might remember that Linda K. Sienkiewicz and I
were classmates in the Stonecoast MFA program. We've kept in touch, cheering
one another on in our divergent writing endeavors. When I asked for blog posts
front the front lines of the AWP Conference, Linda volunteered immediately.
Linda writes and publishes fiction and poetry
(several award-winning chapbooks), and has been nominated for a Pushcart Prize.
She attributes her creative drive to her artistic mother, who taught her to
sew, and her father, who let her monkey around with the gadgets in his
workshop. Linda's first novel, In the Context of Love, will be released by Buddhapuss Ink LLC in September.
Please welcome Linda K.
Sienkiewicz.
Author
Josh Isard got a good
laugh at AWP when he described the conference attendees as “a whole bunch of
people collectively experiencing social anxiety.” We writers are introverts who sometimes have to be
dragged out of the house to socialize. Selling our own books and ourselves as
writers is something we find difficult. So what is an author to do? Finding the
answer was my goal at AWP this year, because I'll need to help publicize my
debut novel, In the Context of Love, when it's published in September.
Publicize
or Perish
I
learned several pointers from Michelle Blankenship, who’s an independent publicist. After being
an in-house publicist for 16 years she can now focus on a smaller number of
books a year. While there are many book PR strategies available, Michelle stressed
it’s important to be realistic. There is always a chance you won’t get any
media coverage no matter you do, no matter who you hire, what the publicist does.
Publishing a book can be a lesson in humility. If you’re self-published, your
chances of media coverage are even lower, so rather than hire a publicist, she
suggested hiring a marketer. What’s the difference? Publicity can’t be bought.
Marketing includes buying ads and other paid promotional endeavors that target
your market.
Here’s
what Michelle shared:
1.
Plan
early. Ten to 12 months before your publication date is ideal, six is the
minimum.
2.
Make
a list of all your connections, media-wise, who can help get you coverage.
3.
Ask
your publisher how many galleys you will have and how many ARCs (advanced
reading copies) you will get. An an author, you can also pay for additional
galleys or ARCs to send out for reviews.
4.
Think
about writing essays or op-ed pieces on the subject matter of your book, your
inspiration, or other related topics.
5.
Write
a self Q and A. Envision your dream interview. What five questions would you
like to be asked? (This can be used in
an online media kit, for book clubs, book blogs, etc.)
6.
What
have you written about in your book that you can speak expertly about? Watch
and read the news and pay attention to popular culture for opportunities to
promote yourself as an expert.
7.
Think
about the back story to the writing of your book. Did you come to the topic in some
unusual way? What sets you apart from other authors who have books coming out?
8.
Is
your book coming out on or near any particular anniversary, holiday, or other
event that you can use to your advantage? Consider even obscure events.
All
of the above can and should be shared with your publicist. Michelle said you
may spend more money on publicity than your book earns, but everything you
throw into the water creates ripples, and that may help sell your second book. Schedule
as many places as you can go for readings or speaking engagements.
Oh
Bookseller, My Bookseller
A
panel of booksellers from Minneapolis discussed how to partner with independent
bookstores. Book selling is alive and well, but each store may have a different
audience, so they stressed doing your homework to be sure your book would
attract a particular store's customers. You can find lists of booksellers in
any region via the American Booksellers
Association, and Book Life on Publishers
Weekly.
Booksellers
love hosting author events, but they are busy people and don’t
necessarily appreciate an author walking into their store only to shove a book
under their noses, so send an email first. Think of yourself as a marketer.
Send information about your book, the story behind it, who you are, who your
audience is, and how you plan to market the event. Be sure you include the
ISBN. Then follow up with a phone call. Remember to contact bookstores before
your book is on shelves; six weeks after publication may be too late.
Booksellers want you in the store before too many people have already read the
book.
What
makes a good bookstore event? Entertainment and energy, and think beyond a
typical reading or signing. Be creative. After all, we’re creative creatures,
right?.
Beyond
the Bookstore
A
panel on Small Press Marketing suggested making a list of contests where you
can submit your published book. Make videos. Do Goodreads giveaways. One author on the
panel referenced a lot of music in her story, so she made a playlist on Spotify. Including a gift or token with
the book you send reviewers can help get attention, as long as you don’t go
overboard. One author had her book cover printed on a matchbook box, and filled
the box with sticky notes. Another sent a candy necklace because there was such
a necklace in the story. Book clubs are a great way to get the word out about
your book. You local bookseller or library may have a list of nearby clubs. Let
the clubs know you will speak for free about your novel or memoir if they
choose it for their club read.
Even
with the most creative marketing and publicity plan, you will still have to deal
with your social anxiety. Sure, you’d much rather work on your writing, rather
than dressing up to face an audience. Prepare yourself to talk confidently
about your book. Practice your pitch. There’s nothing wrong in saying “I think
you’d really like it.”
When
you look out at a crowd of people, remind yourself that, to the public, anyone
who managed to write a book and get it published is fascinating. They want to
know how you did it, how you write, when you write, and what you do when you
get writer’s block.
And
never discount a publicity or marketing event that isn’t well attended. If
three people show up, get out from behind the lectern and sit down with them for
a chat. Tell your story. They’ll love it, they’ll buy your book, and hopefully
tell their friends what a great person you are, and they’ll buy your book, too.
Note from Lisa: For more from Linda on the topic, read her previous post on "Shameless Self Promotion." You can connect with Linda at her website, on Twitter, and at Pinterest.
