| Are you ready to sell your novel? Before
you shout, "YES!" let me define
the question a bit. Are you prepared to
work hard to help your book sell once
it's published?
If you think that's the publisher's
job, don't bet your success on it. The
publisher expects you to work harder at
selling the book than he does.
It's time to get busy on your
marketing plan.
Unless you already have a proven track
record of sales that indicate a
substantial following, the publisher's
marketing budget, if there is one, for a
first novel by an unknown author will
probably range in the low five-digit
figures. Most publishing houses send out
review copies and press releases to major
reviewers and newspapers, but it's up to
you to pick up the ball and run with it.
If visions of the bestseller lists and
regular royalty checks dance in your
head, start laying the groundwork for
your own marketing plan as soon as the
ink is dry on the contract. Some of the
essential things that will help sell your
book need preparation ahead of time. Here
are some ways to get readers ready for
your novel.
Bookstores:
If you don't already know the manager
and staff of every bookstore in your
area, get acquainted as soon as possible.
These people are the ones who will sell
your book. Since it takes most publishers
from six to eighteen months to get a book
out after it's "in house", you
hav time to build relationships with
xstore employees and owners of
independent and specialty bookstores.
They usually enjoy knowing writers.
The purpose at this point is to build
friendly relationships. Talk to
salespeople about books and authors. If
the store holds book signings and other
events, attend them . And buy books! Most
independent store owners like to help
local authors when their books launch.
If you self-published, contact the
Small Press Department of the chain's
headquarters for information on how to
get your book considered.
Reviews:
Start building a list of magazines,
newspapers, ezines and websites where you
can request reviews. Reviews help spread
the word about your book and are free
publicity. Search on the Internet for
reviewers and review sites. Explore those
that sound promising. Copy the URLs into
a special reviewers file in your email
address book.
Some site-based reviewers are willing
to read electronic files since they
review ebooks as well as bound volumes.
You may be able to get early reviews to
coincide with the book's launch date.
Also search sites and magazines
related to the background or setting of
your story: nursing, law, trucking,
flying, etc.. Even if they don't review
regularly, they sometimes run reviews of
books their readers may enjoy.
Ask your publisher about securing
bound galleys to send out for review
purposes. If they won't be available, you
can print out the single-spaced
manuscript, fasten it in a plastic folder
and ask a few people to read the bound
copy.
All reviews are good promotion for
both you and the reviewer. If the
reviewer has a connection to books or
writing, mentioning it in the tag line is
free publicity for him as well as you.
Book groups:
Another list you should build is book
clubs or groups in your area. They abound
in mid-size and large cities and can
often be found in smaller communities as
well. If you are familiar with how groups
operate, you can prepare a list of
questions for discussion and offer it on
your website or directly to groups when
your novel is out. Contact groups and
suggest your book as one of their
selections and offer to attend the
discussion meeting to talk to them or
answer questions.
Internet:
If you can get people in a chat room,
forum or on a message board talking about
your book, it translates into sales.
These groups usually have strict rules
for posting, so read and follow them
carefully.
Penny-wise promo:
Depending on your budget, you can have
bookmarks or postcards printed to keep
your book title in front of readers.
These have become commonplace, however,
so if you do it, be creative. Put n
intriguing bit of dialogue from your
novel as the message ...come up with an
original photo of your setting or action
for the picture...put the book and author
name, etc. on back where the card
description usually goes... Do something
different!
Ask at independent and specialty
bookstores if you can put some of your
bookmarks near the cash register where
customers can pick them up.
If you attend writers' conventions,
they are an excellent place to distribute
bookmarks, postcards or flyers. Most
conventions let attendees send
promotional material ahead of time to be
included in convention bags or put on a
give-away table
A website:
If you don't already have an author
website, get busy! It will be a vital
part of your marketing. It doesn't need a
lot of bells and whistles. Your visitors
will be book readers who are interested
in you and your novel.
Post reviews, offer visitors an
"free read" scene or first
chapter of your novel or something else
connected to the setting, theme or
character. If catering is an important
part of the plot, for example, a recipe
would work. If cars or driving are
important to your story, give away Tips
for safety on the freeway, highway,
mountain roads or wherever your character
drives.
Bird watching? Scuba diving?
Wilderness treks? We tend to write what
we know or are at least familiar with.
Create an original article or tip
sheet about your subject. Offer it free
on your site as a virtual brochure
downloadable or by email. This enables
you to collect "Opt-in" email
addresses so you can keep in touch with
potential customers.
Using an auto responder makes the
process of sending your material and
additional mailings simple. Some
companies offer free accounts. Type
"auto responder" into your
favorite search engine for names.
Author tours:
Take advantage of any traveling you
do. Make business trips or visits to
family or friends marketing
opportunities. Check out booksellers and
introduce yourself and leave some of your
promotional material. If you know you'll
be back that way when the book is out,
offer to schedule a signing or autograph
store copies.
Networking:
One of the best things you can do to
market your book is network. Writers talk
about writing and promoting their work.
In addition to bookstores, hang out where
writers do and share ideas. Many
organizations and groups put on joint
signings, panel appearances or other
functions at schools, libraries and
bookstores. Polish up your speaking
skills and volunteer as soon as your book
comes out.
Once you get involved in marketing,
ideas abound. Create a file them. Build
your network, create Buzz about
your book and sell copies.
Marketing isn't a one-shot deal, it's
an on-going process. The life of your
novel depends on it,
Happy marketing!
Marilyn
Marilyn Henderson, 42-year novelist,
coach and mss critic
http://www.mysterymentor.com
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