I hear this same lament over and over again, mainly because a
good number of the authors who call (and oftentimes it’s their first call
to any publicist) didn’t complete some of the crucial steps that must take place
before they release their books.
In many cases, it’s too late for me to help them – the authors
have already done one or more of the following:
• waited over a year before trying to get publicity for a
book already released
• didn’t develop a social media platform
• didn’t have their covers professionally designed
• didn’t have their books professionally edited
• signed publishing contracts without reading them
• allowed publishers to only issue their books in hard cover
• released their books late in the year
• didn’t workshop their manuscripts before publishing
• wrote a book in a genre that is overcrowded or difficult
to sell
• wrote a book that doesn’t have a newsworthy angle or point
of view.
When I mention that these situations that might make it
difficult for me to help market their books, I inevitably receive the following
arguments:
• but I didn’t know that a book should be marketed within
the first 6-8 months after release
• but I’m computer-phobic and don’t know how to use social
media
• but I’m a good artist, and my friends and family like my
book covers
• but I was an English major and don’t need an editor –or– my
publisher is going to edit my book (even though the publisher is most likely
not a professional editor)
• but the publisher told me that s/he would do ________ (so
I didn’t read the contract)
• but the publisher said that s/he would issue the book in
soft cover after I sold an (unknown) amount of hard covers
• but I didn’t know that releasing a book in late winter
would make it difficult to promote because of the holidays and/or that most venues
will be already booked for the year
• but my cancer survival/parental issues/adoption story or
memoir doesn’t have to be unique – everyone I know likes it
• but the fact that I wrote the book makes it newsworthy.
In many of these cases, the authors don’t like what I have
to say and try to convince me that somehow I’m wrong about these important steps.
Some of them try to tell me that because a few reviewers liked the book, they
feel they can somehow bypass the rules. And some of them don’t listen at all – instead,
they call to tell me how important their books are and, thus, whatever I have
to say doesn’t really matter to them.
In the end, every author has the right to do whatever s/he
wants with his or her book. But if authors (especially new authors) want to be
successful at selling their books, they have to be willing to educate
themselves about the selling process. And they must realize that marketing is different
from what they learned (or, in many cases, didn’t take the time to learn) about
creating a successful book.
What I end up suggesting to those who call me with these
issues is the following:
• educate yourself about the book industry: know the statistics
and requirements for your genre and be realistic about where your book might stand
if your genre is difficult to sell
• educate yourself about the promotion process: take classes,
attend workshops, go to conferences, read books on marketing, and talk with
other authors who have successfully published and sold their books
• don’t wait to hire a publicist: make contact (preferably
by email) at least 4-6 months before the book is released
• don’t be afraid of social media – learn how to set up and
manage at least one or two sites (I recommend Facebook, Twitter, and Goodreads)
and place your blog posts on all of them, including your website (get help from
a social media consultant if you truly find this process too daunting)
• plan to promote your book during the first 6-8 months
immediately after the book is released
• don’t ever release a book that hasn’t been edited by a
paid professional
• don’t ever design your own book cover
• don’t sign a publishing contract without reading it word-for-word
and, if anything is unclear, discussing it with a publishing attorney
• don’t let a publisher talk you into only releasing your
book in hard cover – hard covers are too expensive for readers and booksellers
won’t stock them. Insist on softcover and ebook versions, or pass on the
opportunity
• don’t release a book at the end of the year (any time
after October is too late); instead, plan to release in either January or
February, so you have the entire spring and summer to schedule events, make
appearances, and promote
• don’t assume because you received one or two positive
reviews that selling the book will be easy
• don’t assume that because you have an interest in your
content/story that others will feel the same way you do.
Finally, my ultimate advice to all authors is to write the
best book you possibly can. For most, this means workshopping the manuscript
with a writing group and taking the feedback that is given to heart. I see too
many books that should never have been published, not only because they have
been improperly produced, but because the writing level is not where it should
be to compete in today’s crowded market. Educate yourself about the promotion
process as early as possible, and make sure your book is truly ready to be
released into the world.
