| Everyone says, "Some day I'm going to write a book," | | | | of your Press Release (similar to your Sell Sheet but a |
| but few actually do. So congratulations on a | | | | more familiar format to the media). If you Google how |
| noteworthy achievement! Now that you're holding your | | | | to write a press release, you'll find a wealth of tutorials. |
| book in your hands, after years of research, writing, | | | | Then use a "local author" angle to approach the |
| editing and rewriting, the last words you'll want to hear | | | | Manager or Event Coordinator in nearby book stores |
| are, "That was the easy part." Well, unfortunately, that | | | | (small independent book sellers and big chains like |
| was the easy part. Unless you don't mind your only | | | | Barnes & Noble), first about scheduling a book |
| fans being family and close friends, or unless you're | | | | signing, and second about stocking your book on their |
| already a celebrity with a big publishing house behind | | | | shelves. (The former will be easier than the latter.) |
| you, your new challenge will be letting the world know | | | | Check each store's Event Calendar and attend |
| about your book so someone will actually read (a.k.a. | | | | several book signings to see how they're done. When |
| buy) what you've so laboriously created. And the hard | | | | you have a signing scheduled, send invitations! Include |
| reality is that, in the madness of today's publishing | | | | everyone you've ever known, if you can afford the |
| environment, the onus for successful book promotion | | | | stamps. Although you'll want to do a broadcast email |
| lies almost exclusively with the author. Whether you | | | | to announce your book's publication, signing events |
| fought your way through to a mainstream channel or | | | | require old-fashioned invitations to bolster turnout. The |
| decided to self-publish-whether you've written a | | | | book store(s) will also do a little advertising (usually |
| self-help tool or a novel-odds are good that a publicist | | | | very little, i.e., a flyer by the cash register), but your best |
| won't be calling you tomorrow morning with a | | | | hope for a large crowd resides in the people you |
| jam-packed itinerary of book signings and television | | | | already know. |
| interviews. Some of you may have a little help if you're | | | | Use your successes with local papers and book |
| mainstream, but all of you will carry the lion's share. So, | | | | stores to secure interviews with other media outlets. |
| where do you begin? | | | | Google to seek out venues in your area such as noon |
| First of all, your book is no longer "your baby," but a | | | | television news broadcasts and radio talk shows that |
| business-and as with any business, you must have a | | | | are willing to feature new authors. Remember, every |
| Marketing Plan. Number One in your plan should be | | | | contact you make-through media, book stores, book |
| creating a website that will help facilitate everything | | | | reviewers, libraries, everyone-will need to receive a |
| else we'll cover in this article. If you already have a | | | | Review Copy of your book. Be sure to write REVIEW |
| website (business or otherwise), add a banner headline | | | | COPY in big, black magic marker letters on the inside |
| announcing publication on your Home page. If you don't | | | | front cover to minimize bootleg sales of all the books |
| have a website and/or don't know how to create one, | | | | you're sending out. Distribute widely and generously all |
| Google how to create a website, and plenty of | | | | of your other promotional materials, as well (Sell |
| user-friendly links will come up. The point is that your | | | | Sheets, Press Release, Business Cards...), and never |
| website should showcase your book as the feature, | | | | travel without two copies of your book. Take a |
| and you should offer the book for sale right there. Sign | | | | handful on your vacation. You just never know when |
| up for a Pay Pal account, if you don't already have | | | | a future fan will be standing in front of you. |
| one ( This is an easy, affordable way for you to offer | | | | This local focus will not only build success from the |
| buyers a means to pay with a credit card, and that | | | | inside out, but will also help minimize cash outlays for |
| feature alone will help drive more books out the door. | | | | airfare and hotels in the beginning. At the same time, |
| Next you'll need to develop a Sell Sheet consisting of: | | | | however, expand your base by listing your book for |
| a) a summary of your book in 50 words or less; b) an | | | | sale on sites like Amazon and eBay (both sites have |
| author biography in one paragraph; and c) your field of | | | | links that walk you through the process), and by |
| expertise and how that relates to your book (not | | | | entering your book in contests (have four or five |
| always relevant with fiction). Then identify your Target | | | | on-going at any given time). Google again for those |
| Audience-the "who" you had in mind while you were | | | | contests germane to your book, but research the |
| writing. If you've written a novel, will interested readers | | | | sponsoring organization(s) before entering. Some are |
| be male or female, young, middle-aged or seniors, | | | | less reputable than others. Contests offer tremendous |
| action or romance devotees? If your book is | | | | publicity potential, though, and many judges return |
| non-fiction, are you targeting a certain business or | | | | valuable comments whether you win anything or not. |
| profession? Do you already have a client or seminar | | | | Lastly, set up an automatically inserted tag line |
| base that will be a built-in market? If you don't have a | | | | promoting your book at the bottom of every email you |
| built-in base, what media outlets (radio, television, print) | | | | generate. That's free advertising that could circle the |
| will help you build one, and which will be relevant and | | | | globe. |
| feasible? How do you get to Book Reviewers? | | | | Obviously, the how-to's of book promotion could fill |
| (Reviews are golden, even if they're not glowing-and | | | | volumes-but the short version begins and ends with |
| reviews are mandatory for success. Without them, | | | | you. If you believe with a passion that your book can |
| you don't get interviews, and the good ones become | | | | be a Best-Seller, then others will believe, too. Just keep |
| marketing tools.) Each category and media market, by | | | | in mind that, as with any project or craft, the devil is in |
| the way, can be easily researched via the Internet, and | | | | the details. Orchestrating a book promotion can be a |
| each will have to receive a Review Copy of your | | | | little like managing a goat rodeo, if all the basics aren't in |
| book. Once your target audience is clear, identify your | | | | place. Make your plan, have your props, and then start |
| book's Position with a single sentence that explains | | | | calling on your local segment of the world. Every |
| why someone would want to buy your book over | | | | success will breed another, and the boundaries of |
| others in the same category. This is an extremely | | | | "local" will continue to expand as far as you wish to |
| important element because, with every Review Copy | | | | push them. Of course, none of this happens overnight, |
| you send out, you'll have between 5 and 15 seconds to | | | | and wisdom suggests putting your plans in motion |
| catch someone's attention. Finally (and you've probably | | | | while the book is still in the production cycle. Then allow |
| figured this out already), you need to decide how much | | | | yourself a few captivating moments when you first |
| money you're able and willing to spend on your book | | | | hold the "real thing" in your hands. Celebrate and feel |
| promotion. Guess who buys all those Review Copies, | | | | that well-deserved pride. Okay. Time's up. |
| for example? You'll also need business cards (focused | | | | The window of marketing opportunity is the first year |
| solely on your book), bookmarks, "Just Published" | | | | after publication, which doesn't leave room for many |
| posters, announcement post cards, travel expenses | | | | wasted days. Even though writing your book was the |
| and so forth. | | | | easy part, selling your book is the fruitful part-and |
| But before you send out for oxygen, this new | | | | nothing compares to the sound of someone saying, "I |
| challenge isn't as daunting as you may think, because | | | | bought your book, loved it, and recommended it to my |
| the majority of Best-Sellers begin their successes | | | | friends." May those words ring familiar time and again |
| locally. Your first contact won't be to the New York | | | | along your personal path to your own Best-Seller! |
| Times, but rather your local newspaper. Send a copy | | | | |