What
Book Promotion Is
Not
Many authors feel that if only there were more promotional
opportunities for them that their books would become best-sellers.
While promotion is key, it is only a vehicle to allow the author a
wider audience - in no way does it guarantee success.
In working with authors, there are four common and unfortunate
misperceptions about promotions after a book is written and published:
1. Promotion is passive. Many authors feel they've
paid their dues when they've worked as hard as they have to write a
book and get it published. They feel it is time for them to be
recognized for that work and their brilliant ideas, and that they
should be courted, not have to promote themselves as well.
For some authors, especially a number of years ago, this was true. But
writing a book now is just the price of entry into this world of public
appearances and media.
And especially if you are self-published, you have to prove that your
book is worth reading.
In order for authors to take advantage of promotions they must hone
their image, hone their message, and expect to spend 6 months close to
full time in doing nothing but promotions. Hire a good firm, and get
out there.
2. Promotion is impersonal. No matter how good your
PR effort is on your behalf, you as the author are the difference
between your own success and failure. The only
buzz that can be
created around a book is the
buzz around you
as a person and how many people want to get to know you better so they
want to read your book and take a piece of you home with them.
Promotion and media is the opportunity for your personality to come out
- for a wider audience to hear you. There is a tendency for authors to
believe that if they get quoted in the New York Times or they are on
television, that that will guarantee book sales. If your message isn't
immediate and doesn't resonate, or you aren't interesting, zero book
sales could result from that opportunity - it happens all the time.
Hiring a PR firm may get you in doors, but it will be up to you to
capitalize on the opportunities.
3. Promotion is quick. For most authors without
nationally syndicated TV or radio shows, the sales model for a book is
slow and steady, If all PR is working, then sales should peak in 4 to 6
months after the publication date for a popular title, but continue to
build for a perennial title.
Book promotion should begin with an effort to get favorable reviews 4
months before publication date, and an effort to get speaking
engagements about 2 months before the publication date to coincide with
speaking opportunities.
I would caution against exhibiting at events or doing book signings as
your primary means of book sales. They just don't work. A much better
method is speaking engagements with back of the room sales, or seminars
or classes where the book is part of the fee for the class. The idea
here is to get larger and larger audiences at more and more exclusive
venues.
4. Promotion is free. Authors often believe that
since they speak for free, and PR is free, that promotion won't be much
of an expense. While that may be true - most of time you won't pay for
placement - the expense is in the time to research the most promising
opportunities, send them copies of your book and media kit, make the
follow up phone calls, sell them on your expertise and talent, and then
actually preparing for and making the appearance. This is a time and
energy expense that can't be ignored. Hiring a quality PR firm can help
with researching, booking and selling, but that is an expense that can
run from $1,000 to $10,000 a month.
Promotion is not just the afterthought once you've done the amazing
work of writing and publishing a book. Too many authors are angry
because they feel their work and their books haven't been appreciated.
Just as you were the only person who could represent your ideas in the
writing of your book, you are also the only one who can represent them
verbally. Get to work!
Let Us Help! eWomenPublishingNetwork is the #1 resource to
help women create and promote successful nonfiction books.
This article is from our extensive members-only Knowledge
Database. Become part of our growing author community and
make your book dreams a reality. We have guaranteed
promotions for authors – a radio show spot, and article in an
eMagazine reaching over 500,000 and much, much more.
eWomenPublishingNetwork, Inc.
www.eWomenPublishingNetwork
972-620-9995 x1112
|
|
|
