Marketing Tips for Writers: No Publicist? No Problem

An author without a marketing plan is like a kayak without a paddle or a Benz without one of those cool pop-out keys- you're not going to get very far. What good is a published book if no one is reading it? People are not going to spontaneously flock to your novel, or your anthology, or your collection of unrequited love poems unless you already have a substantial fan base or a proven record of sales. Even if you are backed by a relatively large publishing house, it's very rare that they put up more than a few hundred bucks for marketing. That's why most big-name authors have publicists. But publicists are expensive, running from $50-$200 an hour. Let's face it- very few of us are big-name authors. Most of us are lonely, starving, struggling artists.

Part of being a good author is being a good marketer. You don't have to be a marketing genius to develop an effective marketing plan for you and your writing. I've been working in advertising, sales, PR, and promotions for a little over 5 years now with local musicians and artists. These are a few of the tips and strategies that I've learned along the way.

Make a Contact List

Put the time in to get organized. Make a list (names, numbers, addresses) of local newspapers- dailies, weeklies, and 'entertainment' papers, magazines, bookstores, book groups, cafes, and artists. Make that same list for the area where you grew up (if different than where you are living now). Don't forget to add your college bookstore, college alumni magazine, fraternal organization magazines etc. This will save you time and stress in the long run.

Learn to Write a Press Release/News Release

This is a vital skill to have when marketing. We're all writers here- press releases are easy. A good press release won't take you longer than 15 minutes to construct.
Book launching? Write a press release
Book signing? Write a press release
Going back to your hometown to help disadvantaged kids read? Press release
When in doubt: Press release

While you're at it, write a listing. This is essentially the first paragraph of your press release (Name, Book and/or Event/ Times and Date) put into an easy to read format. If you're going to write a listing you may as well bring it all home with a PSA (if you want your info over the airwaves.) A PSA is just your listing put into readable language.

Now take that thorough contact list you made and mail mail mail.

Befriend the Bookstores

If you don't already know the owner/manager/employees of your local independent bookstore, its time to make friends. These are the people who will sell your book and help with your marketing. These are the people who know about books and talk about books and many of them host book groups and book signings. Do you see where I'm going with this? Most indie bookstore owners enjoy knowing writers and are more than happy to help local authors when their books launch.

Promote.

You don't have to break the bank to create effective promos. Bookmarks, postcards, and business cards are fairly common, as they are often the cheapest way to go. So if you want to make a lasting impression, you better get creative. The best cards are those that evoke curiosity: Include an excerpt from your novel or a poem from your collection on a postcard. Sometimes an enticing quote with nothing more than an e-mail address does the trick.

I had an author who wrote a kitchen decorating book make recipe cards for promotional purposes. Another writer printed mouse pads to promote his computer programming book.

You know that bookstore owner you befriended? Ask him if you can set a few cards or other promo materials by the cash register.

Use the Web

If you don't have a website, get one now. I cannot begin to stress how important this is for an author. Even if its just a myspace page dedicated strictly to your book, its better than nothing. Give people somewhere to go and something to see. Include writing excerpts and links to where your book can be purchased.

Use online forums and writing sites to your advantage. Don't just go from forum to forum posting 'hey- buy my book here!' because that can get annoying and it may actually discourage people from checking out your work. Get a discussion going instead. Get people interested in your topic and those people are more likely to spread the word.

Use What you Have (to think outside the box)

Don't just stick to the local bookstore. Be aware of other local businesses and happenings. Keep your target audience in mind (you do have a target audience, don't you?)

Did you write literary fiction that would appeal to university students? See if you can land a spot on the local college radio station. Most of the people who run these stations are communication majors and would love the experience of interviewing an author on-air.

Did you write a book about foods from around the world? Contact a local gourmet shop or travel store and see if you can leave a few copies of your book there.

When I was promoting bands, I'd get a list of all the performances being held at the city theater; and guess where my bands were every night there was a show that was similar to their genre of music? That's right- handing out promo material outside the theater. (Or flirting with the college girls, but we called that 'networking' and let it slide)

Compose a list of art festivals, book conventions, writing conventions in your area and show your face. Hand out your business cards and bookmarks or whatever other goodies you have that include your name and contact info.

Get Used to Hearing 'No' but Don't Settle for 'No'

You're a writer- you're used to rejection, right? 'No' isn't something to be afraid of. Think about it: How many times have you heard 'No' from your parents/husband/wife/boss/hot brunette by the bar? If you're not used to the word by now, get used to it, but don't let it discourage you.

Here's a little guideline I follow when approaching companies, media, etc.: If someone tells you 'No', assume they didn't understand the question and explain your proposal in a different way. If they still say 'No' ask if you can contact them in a month. If they say 'No' again, graciously thank them for their time... then contact them again in 5 weeks. Get the gist?

To me, there's no better marketing than Buzz Marketing. These tips should, at least, get you to a low hum. As with most things, successful marketing depends on how much you are willing to work. There's no reason that your book shouldn't be selling (unless it sucks horribly bad, but I'm willing to argue that, with the right marketing techniques, even a horribly sucky book can get reasonable sales). You're not going to get anywhere by sitting on your butt and wallowing over the boxes and boxes of your unsold literary brilliance. Network. Promote. Be proud of what you created. Get people talking. Get people reading.. Remember these marketing tips and the selling will work itself out on its own.

If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot of money at the circus, ....that's sales.