Some Thoughts on Thinking (and Selling) Outside the Bookstore Box by Carol Newman Cronin

Note: This guest post is by Olympic sailor and author, Carol Newman Cronin, who sailed for the U.S. in the 2004 Olympic games in Athens and has written two fabulous young adult novels: Oliver's Surprise and Cape Cod Surprise. Read what Carol has to say about selling books in places other than a bookstore, and then vist her website: www.carolnewmancronin.com and her blog: Where Books Meet Boats. -PM

Boats Meet Books in Newport:
Five tips for selling books in non-traditional venues

“Author’s Corner - what’s that?”
“You wrote these books yourself?”
“What age group are they meant for?”
“Where do I find a bathroom?”

Those are just a random sampling of the many questions I answered this past weekend at the Newport International Boat Show. Probably not the first place you would think of for book selling, but it turned out to be a great venue for my two Surprises www.carolnewmancronin.com/books.htm. With abundant sunshine and temps in the 70’s, the weather was perfect for boat gawking out on the docks. And once they’d overcome their own Surprise at seeing books - real books - on a boat show booth table, many of the people pouring down the aisles of Tent C were eager to buy some nautical fiction.

The Author’s Corner is a booth provided for those lucky few who are asked to give seminars during the four day event. My seminar (entitled “Where Books Meet Olympic Spirit”) took place before lunch every day, and whether it was because people weren’t yet ready for a sit-down break from boat gawking or due to the vague title, attendance was, well – poor. But sales in the booth were brisk, making the entire effort well worth it.

I had been dreading sitting inside a tent over a beautiful September weekend, and I certainly took several breaks on Thursday and Friday to wander the show and catch up with all my marine industry buddies. But over the weekend, I was simply too busy to get antsy. Handing out bookmarks to anyone who looked like a reader (and US Sailing Team Alphagraphics stickers to all the kids), talking about writing and sailing with those interested enough to stop and chat, and – best of all – signing the books once I’d made the sale; I enjoyed it all more than I expected.

After four days of refining my pitch, I can definitely pass on a few pointers about non-traditional bookselling.

1. Find something in common with the person, and talk about that.
It’s pretty safe to assume that anyone who walks in the door of a bookstore is a reader. I couldn’t make the same assumption about the people walking down the aisle of Tent C, but I could make a different assumption: they were most likely interested in boats (or at least, interested in SOMEONE who was interested in boats). That gave us something to talk about besides the books for sale.

I quickly learned to watch darting eyes, to see if they were caught by the sight of books piled up on a table. Readers notice books; flagging down everyone else by waving a bookmark (or tripping them up) probably wasn’t going to lead to a sale.

2. Create a visually appealing booth that makes it clear what you’re selling.
Since I don’t do many trade shows, I don’t have a lot of big banners that draw in customers. Most people didn’t quite understand what an “Author’s Corner” was right away; it would’ve been very helpful to have a background display that clarified our bookselling/author roles.

Saturday and Sunday our table’s visual appeal was greatly helped by the addition of a large hardback called Steam Coffin.

Author John Lawrence Busch eagerly told anyone who even glanced at his beautiful cover about the first transatlantic steamship. His enthusiasm was infectious, and some of his listeners also bought copies of my books.

Our other booth mate was Captain Graybeard, a boat show veteran who was hawking a wide variety of books, electronics, and weather information – and giving away a free catalog on CD. The world famous cruiser Don Street also made appearances, in between seminars and his visits to the beer tent. So we had something for everyone - softcover fiction, hardcover history, electronic self-help, and nautical legend all represented in the same booth. But many thought we were all selling all of our wares together, rather than independently.

3. Have something to give away that’s easy to carry.
For me, bookmarks work very well as a way to engage people – and I ran through my entire supply. Frequently someone would glance at our table but wouldn’t actually stop until I offered a bookmark. Some just said “thanks” and kept walking, but most would come back to the table and take a second look at what I had to offer. And many of those eventually turned into sales.

4. Have a “special.”
People love to feel like they’re getting a deal when buying at a show, so it’s important to have a special offer. For me it was “Boat show special - two books for twenty bucks.” Only a few people realized they could also buy one for ten bucks…

5. Avoid the hard sell.
There is a well-known parable about the wind and the sun, each trying to get a man to remove his coat. The wind blows hard and then harder, but all that happens is the man clutches the coat tighter to his body. Then the sun comes out, and once the man is warm and happy he gladly takes off his coat.

We’ve all been verbally assaulted walking through a trade show, the human equivalent of the wind blowing harder and harder. After four days of watching my booth mates and the other booth operators around me, I tried to be more like the sun and make people happy. Once I got someone’s attention with a bookmark and had given a very short overview about the books, I asked a question about their boat or where they lived. I haven’t met a boat owner yet who doesn’t like to talk about his or her vessel, and I also enjoyed hearing about all the different ways people work and play on the water.

Selling doesn’t have to be hard. And boat shows, as it turns out, don’t have to be awful – they can be a great chance to find yet another link between boats and books.

Your Fall Book Promotion Checklist

It's that time of year when the kids are heading back to school and the rest of us are making plans to get out and enjoy the last warm days of summer.

With the change in season and return from vacations (hopefully tanned and rested!), it's time to get serious about promoting your book again. Whether you're a first-time author or a seasoned pro, there's still a lot to do in the way of footwork to ensure that readers know about your book.

Here are a few tips for getting back out there and promoting your book this fall:

1. Sign up to speak at conferences and special events
2. Sign up for book fairs, street fairs, and fall festivals
3. Submit your book to traditional and online book reviewers
4. Contact your local library to schedule an appearance
5. Submit your book to contests and award programs
6. Apply for artist residencies and fellowships
7. Contact blog sites related to your book and set up a blog tour
8. Attend a writers conference near you
9. Join a book promotion group (can’t find one? Start one yourself!)
10. Contact local schools about speaking
11. Start a blog, guest blog on other sites, or beef up your own blog
12. Write articles about your subject matter
13. Update your website
14. Use social networking sites (Facebook, Twitter, LinkedIn, etc.) to update fans about your book
15. Upgrade your promotional items - create new bookmarks,posters, and giveaways
16. Set up consignments at local stores, and check in with those that already have your book on display
17. Create an FAQ or Q & A sheet
18. Get new testimonials from recent readers
19. Contact a book club and offer to speak
20. Wear a t-shirt with your book cover on it to the gym, grocery store, bank, etc.
21. Make business cards with your book cover on them and leave them everywhere you go: at restaurants, in stores, libraries, schools, etc., and include them in return envelopes that come with bills and mailers
22. Create a car magnet sign highlighting your book and where to order it
23. Donate your book to charity auctions
24. Write a press release about something recent that’s happened with you and your book and post it on free wire service websites
25. Volunteer your time for a worthy cause (a great way to help others and let them know about you and your book at the same time!)

You get the idea...there are lots of opportunities out there for telling the world about you and your book. Happy promoting -- and happy fall!

How to Get the Most from Your Book Signings

Note: Some of my newer clients have asked for info on how to prepare for signings, so I'm reposting this earlier piece for those interested. -PM

Summer is here and it's a great time for authors to do book signings. For those of you getting ready to appear at bookstores for the first time, here are some helpful hints for making the most out of your signing experience:

1) If the bookstore is near you, stop by a week ahead of time and see what kind of promotion the staff is doing for your book. If they don't have anything up, offer to give them posters, bookmarks, magnets, etc., to use in the store.

2) Talk to your friends and family and try to get as many people as you can to attend your signing. Even if they've purchased the book before or attended other signings, ask them to come and help draw people in the store over to the area where you're reading. Send email announcements to everyone in your address book prior to signings and ask your workmates, students, clients, etc., to attend. Mention that you're doing a signing everywhere you go -- at work, in the grocery store, at the bank, etc. Make up simple announcement flyers and leave them everywhere you can (at the library, on bulletin boards, at coffee shops, etc.).

3) Presign a number of the books you're bringing to help long lines move faster. After your signing, see if you can get the store to keep the presigned copies. You can make or order stickers that say "Signed Copy" for the spine of the book -- these will help the books move quickly on the shelves.

4) A few days prior to the signing, advertise your event on local websites that have calendar listings. Many local newspapers and weekly tabloids have event notice forms you can fill out online for free. Some have longer lead times, so start checking the websites early. You can also put a notice in the events section on Craigslist and on other free networking sites.

5) The morning of your signing, call and ask for the manager (if you're one of my clients, the names are on your reading schedule). Make sure the manager knows what time your signing will be held and has everything ready for you, including table, chairs, microphone, electrical outlet (if necessary), etc. Also, find out if your books are there; if they're not, bring at least 20 copies with you.

6) Get to your signing early and make sure tables and chairs are set up and your books are out. I've been to a number of signings where my clients have gotten there and nothing is ready, so be prepared for that. Be sure to place one of your promotional posters on the table with your books, so patrons passing by will see the cover art and, hopefully, stop to hear you speak.

7) Always have extra copies with you, in case you have a big crowd. Bring plenty of pens and don't forget to bring your business cards, so those who buy your books can get in touch with you later or find info on your website.

8) Be personable and friendly to everyone who walks by. Wait until there is a good crowd gathered before starting and, if there's no microphone, make sure you project your voice so those in the back can hear you (practice this at home in front of the mirror). Talk about what inspired you to write the book, what the story is about, what motivates the characters, and what you love about the book. Read a few pages, preferably something that has some action or conflict. Don't read too long -- less is more with public speaking. Those in the audience will often have questions, so be sure to allow for some after you finish. And don't forget to chat with readers while you're signing -- the more impressed the reader is with you and the book, the better chance s/he will tell others about it and help create the buzz you're looking for.

9) After the signing, thank the store manager and other staff who helped you set up. See if they'll stock any leftover copies and don't be shy about asking them to order more copies from your publisher.

10) Bring your digital camera and have someone take pictures of you while you're signing. After the signing, post the photos on your website and blogsite and write about the experience, the readers you met there, the helpful staff, etc. Be positive about the experience (even if it didn't meet your expectations) and encourage everyone to come out for your next signing.

R-E-S-P-E-C-T

I struggled a little with this blog post today, not because I haven’t written one in a while (which is true, I’ve been delinquent), but mainly because this is not a subject I’m happy about.

My topic today is those agents, editors, publicists, and publishers, who use their social media sites to publicly belittle the writers who have queried them or inquired about their services. I’m talking about the folks who post sneering comments on their Facebook or Twitter pages about manuscripts and query letters they’ve received from authors. These are the comments about bad grammar, overblown plot lines/characters/dialogue, angry responses to rejections, or even deals that go down in inappropriate places (I recently saw a tweet from an agent who crowed that she had made a book deal while she was in the bathroom at her local gym).

In rare cases, there may be a legitimate reason to gripe (I’m thinking about a recent blog post by another agent who received a number of expletive-laden emails from an individual she had rejected), but that griping, in my view, should never take place in a public forum. If a professional has to vent, there are more appropriate venues (i.e., private conversations with coworkers, spouses, or friends) for sharing frustration about submissions, clients, or colleagues. But publicly humiliating authors who submit work, no matter how bad that work might be, is just not acceptable.

A writing professional has to believe that the manuscripts and letters she receives have been sent with the best intentions. Yes, many of these submissions are error-ridden and a great number of the manuscripts are not likely candidates for publication. But there is never a time when it's okay for a literary professional to poke public fun at an author who is making an honest attempt to submit a written work.

Maybe it’s because I’m an author myself, but I cringe when I read giddy Facebook posts ridiculing author submissions. Not only is it unprofessional to do so, it is extremely unkind. In my view, a client submission is a private document and one to be considered with the utmost courtesy. My policy is to never publicly discuss any type of inquiry sent to me, no matter how bad the writing (and I do receive some gems, on occasion) or how mismanaged the cover letter or email message. To me, every writer, along with his work, deserves consideration and a professional, private response from me, whether I agree to represent him or not. And every author deserves some amount of common courtesy and respect for at least having taken the time to produce a written work.

I don’t understand why authors continue to submit to literary professionals who openly belittle them in public forums. To me, a person who bashes potential clients in public is either unprofessional or unkind (or both), and hardly a good candidate for a business relationship.

To writers who are submitting work: I urge you to check out the public forums used by the professionals you plan to query before you submit. You may reconsider after visiting there.

And to my literary colleagues who have indulged in this type of behavior, I beg you to remember: public humiliation, in any form, is unprofessional. If that statement sounds too chastising, I submit this thought instead: Do unto others as you would have them do unto you.

Making Connections: What to Include in an Author Bio

One of the most important pieces of an author’s media kit is the biographical summary, or bio, which provides the important background information that media folks, booksellers, conference attendees, and, ultimately, readers, seek. A good bio can be more than a means of introducing authors to their market; it also can provide a way to develop a platform for new authors who don’t yet have a lot of experience or a public track record.

So, what kind of information should an author put in a bio, and how much of that information should be included?

I recommend that writers create two kinds of bios: a brief, one paragraph summary that can be used in press releases and for program announcements or spots with limited space, and a longer piece that can be used for media promotion and speaking events.

When I write press releases for my clients, I always include a single biographical paragraph near the end of the release. This paragraph is factual in tone and generally includes the author’s credentials, a summary list of other works and awards, a statement about where s/he currently resides, and what the author is working on next.

In addition to the bio in the press release, I also recommend developing a longer, full-length bio, which is generally three – four paragraphs (I try to keep it to one page) and includes more detailed information about the author’s personal history. This longer bio is the one I use when I approach the media to set up client interviews; it also can be submitted to conference or event organizers to help provide background for program listings and speaker introductions.

When writing a longer bio, I urge authors to include any information that might be of interest to a reporter or producer looking for topics for an article or a radio/television spot. Even if a writer doesn’t have a celebrity background or prior experience publishing, the information provided in the bio can peak interest, especially if timed to tie in with current events in the news.

It’s important to include any tidbits of information that might help a reporter or producer see a possible story for an article or interview. But since public relations is mainly a business of establishing relationships, a thorough and well-written bio can also help build a connection between the reader and the author.

Some potential items to build into a longer bio include:

1. the city and state where the author was born
2. where the author went to high school
3. where the author went to college or trade school and what major and/or degrees s/he pursued there
4. significant achievements, including awards, titles, media coverage, or recognition
5. experience or expertise in specific industries or arenas
6. a list of publications (including ongoing writing gigs), releases, exhibitions, patents, and creations
7. tie-ins or connections to current events
8. volunteer or altruistic work
9. hobbies or special interests related to the content/subject area of the author’s book
10. relevant information on the author’s family members
11. the city and state where the author currently resides
12. future projects or a description of new projects the author is working on
13. links to websites and blogs that provide more information about the author

Not all of this information will be relevant for all authors; writers should take a look at their subject area and background and give some thought to what information might be most useful and interesting when promoting their particular books. If a writer has trouble deciding how much information to include, running a draft by a professional publicity or media person, or a trusted editor or writing partner, can help.

Generally, I recommend that the tone of the bio be professional and simple. Bios are typically written in third person, with the author’s full name used the first time it appears, and only the last name used for each subsequent mention. If an author prefers a more informal tone and wants to use his first name for subsequent mentions, that’s fine, as long this is done consistently. Some authors like to inject humor into their bios, but care should be taken to ensure that the piece is not too cheeky or off-putting and that the bio clearly provides the information that the reader seeks.

Finally, authors should remember that bios are living documents that need to be updated regularly as new information in the author’s life – awards, publications, residential and job moves, personal developments, etc. – occurs.

The Fine Art of Persistence in Successful Book Publicity

An author asked me recently what I consider to be the most important characteristic to look for when hiring a publicist to promote a new book. I explained to her that while certain factors are crucial – being able to write a good press release, having lots of media contacts, knowing the ins and outs of a particular genre, and being honest, professional, and personable – I believe that the most important characteristic of a good publicist is persistence. For while industry savvy and a long list of connections are the general hallmarks of most experienced PR professionals, those who are really successful are the ones who have made it their business to keep asking for a yes until they hear one.

There is a fine line, of course, between being professionally persistent and being an annoying pest. Booksellers, reporters, and media producers are busy people, and many of them will not mince words if they’re in the midst of a deadline or are dealing with a rush of customers.

And timing is equally important. Call too often, and you can be branded as a stalker. But call too little, and chances are you might never have the opportunity to make your pitch.

What’s important to remember is that bookstore managers and media reps are looking for ways to draw an audience to their bookstore, publication, or news program. They know that their customers love to meet their favorite authors and, for media types, that their viewers want to hear all about what’s hot in the publishing world. But because booksellers and media pros are busy people, we publicists (and authors who do their own book promotion) have to learn to create good pitches and follow up until we have a chance to give them.

As in any business where you’re requesting or selling something, the secret to hearing a yes is to be persistent in a professional manner. And it doesn’t matter if you’re being persistent by telephone or in writing. I prefer to make my initial contacts by telephone. If I’m successful in reaching the person I’m calling, I’ll have my pitch organized beforehand, so I’m ready to pass along the information as succinctly and clearly as possible. If there is interest, I usually send pertinent information (press release, bio, author photo, and book cover art) by email immediately after I call. And I’ll follow up as much as necessary until I have a definitive answer.

Even if I get an immediate yes to my initial request for a signing or interview, email follow-up is crucial. I’ll contact the author to find out if the proposed appearance date and time will work, and then send a confirmation email to all concerned. I’ll also indicate if the author will be bringing material prior to the signing, or go over protocol and content prior to an interview. And I’ll set up a tickler in my calendar to make a follow-up call close to the appearance date (usually the week prior) to ensure that all the details, including event set-up, book orders, time limits, travel arrangements, driving directions, parking, etc., are covered.

If the person I’m trying to reach isn’t available when I make my initial call, I like to leave a brief message explaining who I am and why I’m calling. I then try to get an email address where I can send the relevant information and follow up again in a day or so.

If a person says she’d like to think about offering a signing/interview/media appearance, I try to give her a respectable amount of time – anywhere from a few days to a couple of weeks – to do so before calling again. Sometimes, as in cases where authors are coming to the U.S. from overseas, the timing might be more urgent. I try to account for scheduling crunches by making my initial calls with as much lead time as possible, so that I have enough of a window in which to call back if a contact is difficult to reach, or to follow up if the arrangements are complicated or require some time to nail down.

There is a always going to be the occasional person who will rudely state that his store doesn’t do signings because they’re a waste of time, or the producer who will claim that your client and/or his book are just plain not interesting. But in over 20 years of working in marketing and publicity, I can honestly say that those individuals are the exception, rather than the rule. Most of the book sellers and media personnel you’ll deal with are professionals, and if you are honest and courteous, they’ll respond in kind.

As an example of how being professionally persistent can work, I once had one of my clients call to say that she was going to be in Washington D.C. in a week and could I please set up a couple of book signings for her. A week is generally not enough lead time to set up any type of event, but this particular author was up and coming, with more than one book in a popular genre, so I told her I’d do my best. I managed to set up a library signing, but had no luck with any booksellers. During the last call on my list, I spoke with a bookstore manager who passed on doing a signing, and then mentioned that one of the store’s book clubs would have been interested if my client were coming later in the month. I thanked the bookseller for her time and asked if I could email her some information about the author to pass along to the club anyway. The next morning, the bookseller called me back and said that she’d given the club members the info I’d sent, and they were so impressed with it that they’d decided to move their monthly meeting up a couple of weeks so they could host my client.

The moral of this story is that if you’re organized and professional in your approach, you can usually obtain the publicity you’re looking for. The bottom line is to be persistent, thorough, and respectful of the people you’re contacting. Consider how you prefer to be approached and, when in doubt, treat booksellers and the media accordingly. And, as Winston Churchill so wisely advised, “never, ever give up” until you get the yes you’re looking for.

Book Marketing 101: Ten Tips for New Authors

I’m often asked by debut authors what they can do on their own to promote their books. Assuming they’ve written the best books they possibly can and built their platforms as much as possible, here are my top ten recommendations for first-time authors with a new book to sell:

1. Write a dynamite press release and post it on free news wire sites.
I usually won’t call a bookseller or a media contact until I have the following at hand: a headshot of the author, a jpg of the book cover art, an author bio, and a press release. Of all of these items, the press release is the most important. Why? A good release is like a complete news article: it contains the title of the book, the ISBN number, the release date, and any other relevant information about the book itself, along with a brief description of the book, a quote from the author, and a one-paragraph bio that includes the author’s background, relevant expertise, and any awards or achievements tied to the book. If you write it well, media experts with little time and news slots to fill will often publish it verbatim, along with any photographs you send.
Once you’ve created your release, be sure to place it on online news wires for distribution. There are a number of free sites where authors can post releases (two of my favorites are www.free-press-release.com and www.briefingwire.com).
2. Create a website.
I’m amazed at the number of authors I meet who don’t have a website for either themselves or their books. A website is like an electronic business card – it functions as a place where readers, booksellers, and media persons can return to find more information about you and your book, including contact and sales information. Many authors who are published by small presses think it’s okay to have their book listed on their publisher’s website. That’s fine, but I still think it’s important that each book have a web presence all its own. If cost is an issue, there are many low cost and free website services available online; look for sites that offer good telephone support and are easy to update and maintain.
3. Create a blog.
One of the most powerful ways to let readers know about your book is to create a blog and update it regularly. Your blog can be about anything: your thoughts on writing, your book and events connected with it, your next book, etc. The important considerations are to a.) give your readers something to think about or some information they can use, b.) blog often, and c.) be sure to comment on other blogs with links back to your website and blogsite.
4. Make yourself known on social networking and reader sites.
Although this can be time-consuming, it costs nothing and is easy to do. Create a Facebook and Twitter page for either yourself or your book and spend time cultivating relationships and inviting friends to join. Look for ning.com sites that are related to your book or to writing in general and list your book there. Likewise, explore sites like Goodreads, Red Room, LibraryThing, Booktour.com, etc., and do your best to stay current with other reading and writing sites that offer opportunities to tell readers about your book.
5. Work your niche.
If you’ve written a book that is of interest to a specialized group of readers, be sure to capitalize on that as much as possible. Whether its genre fiction like romance, fantasy, or mystery, or non-fiction targeted to a specific audience, having a niche can present unlimited opportunities for marketing your book. Create lists of websites, groups, professional organizations, festivals, conferences, etc., that are oriented toward your book and make contact with each of them to see what marketing opportunities they might offer.
6. Work your local booksellers.
Even if you’ve self-published, your local booksellers can be the go-to place for signing opportunities and advice on how to market your books. Talk to both traditional and independent booksellers and see if they’re willing to offering you a signing opportunity, or if they’re willing to order a couple of copies for their shelves. If signing and ordering aren’t options, ask if they host book clubs who might like a speaker, or if they’ll be willing to keep your bookmarks on the counter to hand out to customers. Offer to donate giveaways you’ve created for your book (posters, bookmarks, fact sheets, magnets, etc.). The more you’re willing to offer them, the more apt they are to respond favorably to requests to help market your books.
7. Think outside the box.
For self-published authors who can’t get their books into mainstream bookstores, consider other opportunities for selling your books. These might include sharing tables at book festivals, farmers markets, swap meets, or street fairs, finding venues that will let you sell your book after a presentation or speaking engagement, teaching classes at community colleges and adult education sites, appearances at professional organization meetings, political gatherings, or church functions, or any other place where readers in your niche would be interested in meeting you and buying your book. Join local writers groups and participate in organized events for promoting your book.
8. Don’t forget your local library.
Libraries are a wonderful resource for authors and many of them are willing to schedule individual book signings for local and visiting authors. Some libraries invite writers to open houses and specialty events, and some hold author exhibits. Many cities have both county and city library branches, so be sure to search for info on both when doing your contact research.
9. Enter contests and go back to step 1 when you win.
There are a number of established local and national contests for published authors and many of them hold annual competitions. New authors should be sure to enter their books in as many contests as possible and create a press release announcing any awards they win.
10. Find a group of like-minded authors and meet regularly to swap ideas and tips.
A good book promotion group is just as important as a good writing group. If you can’t find a promotion group for published authors, don’t be afraid to start one yourself (advertise for free on Craigslist and through your bookstore and ning.com connections). Meet regularly to share promotional experiences and advice and, as author Carol Newman Cronin mentions in her blog post on the subject, bounce around ideas.