The unheard words of new writers...

From Best-Kept Secret to Best Seller
(Tips on how to market your book in a soft economy)

Wikipedia cites that in 2005 there were around 200 thousand and 150 thousand books published in the United Kingdom and the United States respectively. Undoubtedly, these numbers have since increased.

Moreover, Amazon.com, ‘the world’s largest bookstore without walls’, lists more than 5 million titles. To say the market is inundated is a gross understatement. If you’re Princess Diana’s butler or an intern who’s had close encounters with a certain United States president, these numbers may not be daunting. However, for a first-time, unknown author, the odds of selling ten books, yet alone ten thousand may seem insurmountable. In fact, the market is so competitive that it’s given birth to an entire genre dedicated to authors who are looking for a panacea that will turn them into the next - J.K. Rowling.

As a first time, unknown author, I too have searched for ways to make my book stand head and shoulders above the rest, and have the battle scars to prove it. How have I done? Well my novel, "Daughter Denied", released May 2008 (notice my plug) is not a best seller but it’s picking up steam.

No, I haven’t invested in one of those, "How to Sell 10,000 books in 10 days", books. Instead I’ve invested time, money and energy in practical and common sense marketing tactics that have resulted in a steady increase in sales.

The following are some of my strategies which I hope will prove useful to you:

Reaching out:
to friends and family – this is the most obvious first approach. When you plan your launch event, your friends and family should be at the top of your list.

to associates - co-workers, shop workers, and the owners of local stores you frequent or neighbours. It’s as good a place to begin your marketing as any.

to individuals who share similar interests - those who attend your church, mosque, synagogue, temple, club, group, kid’s school; this provides an opportunity to extend your promotion.

Reach out to people who have supported you in other areas. For example, for the past 15 years I have written and produced plays. Using guest books that I’ve kept over the years, I was able to create a database of names of people who’ve attended my productions. I invited those people to my launch event. You may be an artist, for instance, and have had events where your work was exhibited. Get access to a list of those who attended and target those individuals.

Create an email distribution list of all the individuals you’ve identified in the 'reach out' activities above. Anytime there’s activity regarding your book send out an email update. This will keep your book in the minds of potential buyers. You may have a popular blog; don’t forget to compile the names and email addresses of the members and make them aware of your book.

Just a note of caution – be considerate – when contacting people or emailing them, always give the recipient the chance to opted out; the idea isn’t to annoy anyone just to keep them in the picture and create a positive buzz around your book.

Create a user friendly website. My example is: www.Daughterdenied.com

At a minimum, the content should include a synopsis of your book, your bio, a tour page, a purchase page and a guest book page.

Create postcards for your book, these make good calling cards as well as marketing tools.

Visit / join every possible website you can for readers and writers such as goodreads.com, unheardwords.com or Shelfari.com. On these websites you can garner interest in and exposure for your book. I recently met a writer on goodreads that read my book and posted reviews on the site and Amazon. Myspace, Facebook and Linkedln are also good networking websites.

Target organizations that share a common cause with your book. If your book is about child abuse, seek out organizations that serve as child advocates. Offer to donate books to the organization. "Daughter Denied" appealed to a group of women at a homeless shelter in Los Angeles, CA. The women were so taken by it that they formed a book club. I was then able to go and speak to these women. It was an emotional and uplifting experience. The women were inspired. Additionally, I was able to write a press release about the encounter, and a syndicated columnist I knew wrote a piece about the event that was published in a major newspaper, resulting in greater exposure and sales.

Participate in book fairs in and around your area. This is a great way to network. I met an author who is an attorney and who has published three books. She is relatively successful. We hit it off and she subsequently invited me to attend an event she was having for her book club fans. At the event she allowed me to introduce and sell my book. Not only was I able to sell books but I met several book clubs who have since had me come out to speak, as well as purchasing the book.

Introduce your book to book clubs. I have come to learn that book clubs are an author’s life line. I built up a list of over 200 clubs. I have been able to meet with many of these clubs. Moreover, these book clubs have posted positive reviews about my book on Amazon.com and other literary sites.

Learn how to write a press release and look for any and every opportunity to write a release about your book. As a result of being a member of Shelfari, my name was given to a woman who has an Internet Radio show. She has asked me to be on her show. She just happens to be the daughter of a famous 70’s sitcom star. I asked her if she would mind if I wrote a press release about me being interviewed on her show while at the same time highlighting her pursuits and her relationship with her famous father. She agreed. The result; greater recognition for my book.

Present your books to media sources who share a common interest in the subject of your book. For instance, if your book is about Napa Valley Wines, make contact with media who focus on the wine of this region. I was able to garner the attention of a Public Affairs television show in San Francisco called "Bay Sunday". The producers found my "Let's Write a Novel Workshop" interesting and featured me on the show.

In conclusion, let me say that I’ve discovered there’s no such thing as being lucky or unlucky. The success of your book is determined by the amount of time, money and energy you put into taking it from best-kept secret to - okay maybe not best seller - but a recognized publication with steadily growing sales.

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