How much promotion do I do?
Today I'm answering a question from Robert here in the U.S. He wants to know how much promotion do I do? Do I wish you could do more? How far will I go, in terms of travel time? Have I ever turned down something?
I always wish I could do more promotion. But promotion/travel costs come out of my pocket -- and with the economy like it is, I have to be choosy. Back when I was a brand-new, under contract, and about to be published author. . .I had visions of bookstores with promotional posters of my book covers, plenty of local press coverage, splashy ads in glossy industry magazines, etc. If you're working on your own books, I'm sure you entertain yourself with the same visions.
Okay, prepare for a wee bit of cold, hard reality. Unless you're a celebrity author or have been anointed as the next JK Rowling, the vast majority of your advertising and promotion is up to you. Your publisher will send out Advance Reader Copies (ARCs) of your book to reviewers, industry pubs, bookbuyers, etc. to drum up reviews and orders. (BTW -- ARCs are the typeset and bound copies of your book before the final corrections are made. They're generally larger than the actual paperback version of your book, because the pages aren't trimmed down to size yet. The covers are generally white and have the text your cover will have, but without the art.)
Local press coverage. After working for about 20 years to attain my dream of publication, I thought I'd have local press all over me. Wrong. For the past two years, my publicist at Ace Books has done a splendid job of getting the word out to all of my local newspapers and magazines. We've had a few nibbles, but no takers. My area is literally swarming with authors, quite a few of them famous. The news that there's another author in town has apparently been met with yawns. We'll keep trying , but quite frankly, local press might get you a few more book sales, but mainly its an ego/affirmation thing. To see yourself and your book in your local media gives you that little thrill that you've "arrived." If you can get local press coverage in your area, bravo! : )
Advertising. Ads in industry publications are expensive, and guess what? Again, the cost comes out of your pocket. My publisher's art department will design my ads for me for free, and I took them up on it once. But since I work in an advertising agency, I just asked our senior designer (also a fantasy/sci-fi fan) to do mine. After doing a little research, I determined that advertising in Realms of Fantasy magazine would give me my biggest bang for the buck. If you're going to run ads, do your research, identify your target market, and determine which publication will reach the most of that market. For Armed & Magical, I placed an ad in the issue before it came out and the issue after. But with the economy the way it is, I'm rethinking that for The Trouble with Demons. I'm weighing cost of the ad versus value (aka sales) gained. So the jury is still out on that one.
The Internet. It's just about the best way to get the word out about your books, and it's free. (except for your Internet provider bill every month, which by the way is tax deductible).
I love the Internet! I can't imagine trying to reach out to my fans without it. The Internet lets you talk to anyone, virtually anywhere. What did authors do before websites, blogs, forums, review sites, chats, etc.? I get to talk to fans from all over the world, which is just too cool! Word of mouth from fans online is hands down the best way to spread the word. So if you loved MLTF and A&M, tell your friends, your family, your everybody! More sales equals more money for me and that turns into more promotional travel that I can afford to do.
Conferences and conventions. They can be pricey to attend (registration, travel, hotel, etc. -- all tax deductible), but the networking with industry people (fellow authors, editors, agents, reviewers, etc.) is priceless. So far I've only gone to the Romantic Times Booklovers Convention. I went last year and will be there again this year, speaking on Linnea Sinclair's Starships and Sorcery panel. RT is in Orlando April 22-29. So if any of you are planning to be there, please look me up; I'd love to meet you!
Local book signings: I did five events last year, and two this year so far. I tend to stay local for this. One, I have a day job. Two, travel is expensive. And unless you're a big-name author, booksignings don't sell that many books. Which if you're a newbie author hoping to become a big-name author, sales is everything. And yes, I have had to turn down a signing recently. I'm swamped with writing the first draft of Bewitched & Betrayed, and it was a little too far to drive because of my tight schedule.
Tomorrow for my 400th post, I'll answer another question from Robert: Is there any genre you wouldn't write or read? And is there a genre or subject that you'd like to attempt at some point?
Lisa
I always wish I could do more promotion. But promotion/travel costs come out of my pocket -- and with the economy like it is, I have to be choosy. Back when I was a brand-new, under contract, and about to be published author. . .I had visions of bookstores with promotional posters of my book covers, plenty of local press coverage, splashy ads in glossy industry magazines, etc. If you're working on your own books, I'm sure you entertain yourself with the same visions.
Okay, prepare for a wee bit of cold, hard reality. Unless you're a celebrity author or have been anointed as the next JK Rowling, the vast majority of your advertising and promotion is up to you. Your publisher will send out Advance Reader Copies (ARCs) of your book to reviewers, industry pubs, bookbuyers, etc. to drum up reviews and orders. (BTW -- ARCs are the typeset and bound copies of your book before the final corrections are made. They're generally larger than the actual paperback version of your book, because the pages aren't trimmed down to size yet. The covers are generally white and have the text your cover will have, but without the art.)
Local press coverage. After working for about 20 years to attain my dream of publication, I thought I'd have local press all over me. Wrong. For the past two years, my publicist at Ace Books has done a splendid job of getting the word out to all of my local newspapers and magazines. We've had a few nibbles, but no takers. My area is literally swarming with authors, quite a few of them famous. The news that there's another author in town has apparently been met with yawns. We'll keep trying , but quite frankly, local press might get you a few more book sales, but mainly its an ego/affirmation thing. To see yourself and your book in your local media gives you that little thrill that you've "arrived." If you can get local press coverage in your area, bravo! : )
Advertising. Ads in industry publications are expensive, and guess what? Again, the cost comes out of your pocket. My publisher's art department will design my ads for me for free, and I took them up on it once. But since I work in an advertising agency, I just asked our senior designer (also a fantasy/sci-fi fan) to do mine. After doing a little research, I determined that advertising in Realms of Fantasy magazine would give me my biggest bang for the buck. If you're going to run ads, do your research, identify your target market, and determine which publication will reach the most of that market. For Armed & Magical, I placed an ad in the issue before it came out and the issue after. But with the economy the way it is, I'm rethinking that for The Trouble with Demons. I'm weighing cost of the ad versus value (aka sales) gained. So the jury is still out on that one.
The Internet. It's just about the best way to get the word out about your books, and it's free. (except for your Internet provider bill every month, which by the way is tax deductible).
I love the Internet! I can't imagine trying to reach out to my fans without it. The Internet lets you talk to anyone, virtually anywhere. What did authors do before websites, blogs, forums, review sites, chats, etc.? I get to talk to fans from all over the world, which is just too cool! Word of mouth from fans online is hands down the best way to spread the word. So if you loved MLTF and A&M, tell your friends, your family, your everybody! More sales equals more money for me and that turns into more promotional travel that I can afford to do.
Conferences and conventions. They can be pricey to attend (registration, travel, hotel, etc. -- all tax deductible), but the networking with industry people (fellow authors, editors, agents, reviewers, etc.) is priceless. So far I've only gone to the Romantic Times Booklovers Convention. I went last year and will be there again this year, speaking on Linnea Sinclair's Starships and Sorcery panel. RT is in Orlando April 22-29. So if any of you are planning to be there, please look me up; I'd love to meet you!
Local book signings: I did five events last year, and two this year so far. I tend to stay local for this. One, I have a day job. Two, travel is expensive. And unless you're a big-name author, booksignings don't sell that many books. Which if you're a newbie author hoping to become a big-name author, sales is everything. And yes, I have had to turn down a signing recently. I'm swamped with writing the first draft of Bewitched & Betrayed, and it was a little too far to drive because of my tight schedule.
Tomorrow for my 400th post, I'll answer another question from Robert: Is there any genre you wouldn't write or read? And is there a genre or subject that you'd like to attempt at some point?
Lisa
posted by Lisa Shearin at
8:47 AM
3 Comments:
Thanks for answering. I do a mix of talks and signings, largely because of my nonfiction books. I end up having to go 1-2 hours from home, usually to eastern Kansas; that's where the interest in the subject of the latest book lies. As far as my SF/F, I did a con in KC and in Tulsa (3-hr travel). I'd like to do signings for the second novel, but the print edition still isn't out yet. :(
That part about the internet reminded me that I still have lots to do there. I just need some motivation.
Great article...and I am in the throws of constant on and off line marketing...writing articles, blogging, commenting, networking...and calling radio stations daily...Local not good..too small a town...I am going to look into other venues...Lots of work and there is small percentage of return..but you have got tokeep pluggin along.
Robert, the Internet is a wonderful way to reach readers. It's especially true for me because we fantasy fans are online a lot. ; ) But at the same time, I have to be careful not to overextend myself. I maintain my blog and my Yahoo Group Fan Club. I have a page on Goodreads that I really need to update but haven't found the time.
Thank you, Carol! And welcome! I've made some of my best online friends and fans through blogging, commenting, and networking online. ; )
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