| Marketing and Self-Promotion for Writers |
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Public Speaking - a Necessary Evil:
Unless you’re name is Stephen King, and you get huge advances and sell millions of books, there isn’t much money in having a book
published. That’s so important, I’m going to repeat it. There isn’t much money in having a book published. Your royalties are
merely a pittance. Add to that, the fact that you only get a royalty check two to three times a year, and you can quickly see why
most writers don’t give up their day jobs.
I’ve met a lot of authors through various writers’ groups, writing conferences, book signings and other writing get-togethers.
Every author I've met agrees: the real money lies in speaking engagements. That’s what you, as an author/writer, should be doing
if you want to make any money, unless you’re content to pass out books to friends and relatives or equally content just to see
your name printed on a book. Don't laugh, a lot of authors I’ve met feel exactly that way. That's enough notoriety for them.
Period.
“But … but … but“, you say, “I do want to make money, I just can’t get up in front of people and talk. I’m too shy.“ First off, let
me admit there's no one reading this article who is, or was, any more terrified of public speaking than I used to be. When I was a
child, I would cross a street because I saw someone I knew in the distance walking towards me, and I was afraid I might have to
say hello to them. Over the years, it got a little better, thank God, but I digress ...
When my first children's book was published in 2000, the press release went out to newspapers all around the country, and of
course it was also in our local papers in New Hampshire. As a result, my very first paid public appearance was to speak to a PTA
group the evening before my first school visit at their elementary school.
I was excited to have been invited. I was even more excited that I was going to be paid for it. But suddenly, neither of those
things mattered, once I had peeked through the curtains from backstage and saw the filled auditorium. I had a total meltdown and
I was more terrified than I had ever been in my life. Then someone said something that turned everything around and this is what
I want to share with you. I think it'll help you put things in a different perspective, just like it did for me.
After peeking through the curtain from backstage, I ran to the ladies room and threw up. After my second trip to the ladies room
for the same reason, my husband at the time asked how I was doing. I told him there was NO WAY I was ever going to be able to
speak to that huge group! I was going to gracefully back out of it, give the people in charge my apologies, then go home and lick my
wounds. I told him, for one thing, there was so much combined education and intelligence sitting in that auditorium, even Einstein
would feel out-classed. Who the heck was I? What had ever possessed me to think I had anything worthwhile to say to a group of
educators, let alone the parents of the children I would be speaking to at school the next day?
My husband gripped my shoulders firmly with both hands and shook me. Then he turned my face up to his, looked me straight in the
eye, and told me bluntly that I could do it. "Anyone can speak to a group of people, no matter how large the group is, IF they are
the expert on the subject they‘re going to talk about!" He said, “Cath’ you wrote the book! You alone, are the expert on that
book! I’ll tell you something else. You’re worried about all of the education out there’… well let’s get something straight. You’ve
done something they haven't. You wrote a book, found a publisher, and you are a children’s author. You’re looking at it all
backwards! You may envy their combined intelligence … well, they envy your talent and accomplishment! Now, buck up, lady! Get out
there, put a smile on your face, and be the expert you are and talk about your book!”
It was amazing, seeing it from that perspective. I honestly did an about face from that second forward. I walked out onto the
stage and as I was being introduced, I felt the adrenalin start to pump. I put a smile on my face, and as I looked out into the sea
of faces, I saw that they were smiling, too. I had never had so much fun as when I spoke to that PTA.
Now, I love public speaking -- and, somewhere along the way, I’ve found that I’m even somewhat of a ham, especially with groups
of children in school visits and poetry workshops. There’s only one downside to it. The adrenalin rush is addicting and you start to
crave your next speaking engagement!
If this has helped even one other person to get over their fear of public speaking, then it was worth it. I want you to feel the
same rush, the same excitement, that comes from talking about your book or your writing. Don’t forget, YOU are the expert. And
smile -- it’s a tremendous ice-breaker with a crowd.
The Business Card -- An Important Marketing Tool:
When it comes to marketing your book or your work, don't overlook one very important tool -- the business card. It's one of an
author's most important tools, and not expensive, considering how much it helps you. If you have a website, have your website
URL printed on the back so they can visit your site. Have a picture of your book(s) on it like a logo. I've sold a lot of books
using my business card. There are so many uses for it and I'd like to share some of them with you. You can probably come up
with even more ways.
** Remember, we're in the business of selling books:
* Bulletin Boards in stores and businesses you go to. Thumbtack your card there with all of the others.
* While sitting in waiting rooms, on a plane, train, or bus talking to people. Hand them one of your cards.
* At gatherings, parties, class reunions (yuck), or while networking with your 'real' job -- hand out both of your business cards.
* Tuck a few inside books you've sold for buyers to pass out to their friends.
* Ask it it's okay to leave a small stack of them on the counter at your local public libraries. Libraries love local authors! So
do people who come to the library -- they will take the cards, trust me.
* If your book is a children's book ... anytime you see a mother with children, strike up a conversation, introduce yourself and
hand her a card, or several to give to their friends.
* Again, for children's authors, any time you meet a teacher, a principal, school librarian, give them cards, too. You can also tell
them you do school visits (if, in fact, you do them).
* Ask to leave a stack of business cards on the counter at the mechanic's where you take your car, at your hairdresser, barber,
and even at the gym.
* Buy a small business card holder, have it full of cards and right beside you on the table at book signings, school visits, or other
speaking engagements. Maybe someone won't buy the book that day, but when they take a business card, it's an excellent reminder
of your book for later, when they're considering gifts.
Here's one of my personal favorites. I've sold a lot of books this way:
Restaurants -- when the check comes after dinner, write "Thank You" on one of your cards, and add the waitress' or waiter's
name if it's on the check. Then be sure and sign it and eave it, along with the tip. Many times, they've followed me out to the
door asking more about the book, or wanting to shake my hand, or even ask for more cards for the rest of the staff.
* The above also applies to anyone giving you a good service -- your barber, the clerk in a department store, but always write
"Thank You" and sign your card. Remember, it's an autograph AND a reminder about your book and website. People love meeting
authors -- use this to your advantage, fellow writers. Have those business cards in your pocket and ready to pass out. You'll
sell more books, I promise.
Having a Successful Book Signing:
Finally, after an excruciatingly long wait, your book is released to the public. You're still basking in the glow of being an author,
and suddenly, along comes an invitation to the first of many book signings at a bookstore. Now what? How do you make this a
stress-free and successful event?
First of all, work with the bookstore. They're going to be investing their staff, their time, and their money in you. They'll
probably order advance copies of your book to have on hand, print signs and posters to introduce you, and your book, pay for
newspaper ads informing the public of the time and date of your signing, and possibly radio and TV ads, as well.
There are many things you can do to make the day come off without a hitch, besides the obvious: dress professionally, arrive
early, and be excited to meet people. Think of the store as your ‘home’ for the event. If you approach it in that way, you'll enjoy
yourself, as well as sign and sell books. Ask to be seated either close to the entrance, where you can be like an unofficial greeter,
or in the case of a children’s author, in the children’s section of the bookstore. You never know when you might get the chance
(during a few slow minutes) to read your book to a small group of children ... the children will tell their parents what a great
person you are for reading them and, ultimately, this brings even more sales.
Before your book signing, have business cards printed and have them with you. Have some bookmarks printed, or design and print
your own. Both are invaluable. When people walk down the aisle near you, smile, go over and introduce yourself (Hi, I’m John Smith
and I’m signing my books here, today). Shake their hand and give them either a bookmark or a business card to take with them. The
whole purpose of a book signing is to sell your books. People buy from people they like, so your goal should be to first sell
yourself. Most of the people you’ve given a business card or a bookmark to almost always stop back before they leave the store
and take a look at your book ... some even buy one.
It’s always a good idea to check with the bookstore a week or so before your signing. Be sure and ask whether there will be
posters or signs near the area where you'll be. If not, make your own! Have a full color copy of your book cover blown up in size
and glue it, along with your author photo, to a poster. If you have any book reviews or press releases, you can glue those to your
poster, too. Use your printer to print some small folded signs that will stand alone on your table. Make them out of card stock
that say something like, “Introducing John Smith, author of “The Little Purple Duck” or, if you prefer, with just your name. If
you really want to draw people to the table where your books are, bring some homemade cookies or brownies with you and pile them
high on a plate next to where you're set up ...
In closing, have realistic expectations -- always hope for the best, expect the worst, and the result will probably fall somewhere
happily in between. But smile, have fun and remember, everyone who walks into that store is a potential customer ... and a future
reader of your book. Oh, and for heaven's sake, smile!
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"May you always see the world through the eyes of a child." ~CJ Heck |
