WorkingType Design’s resources booklet has been updated with more author advice and resources. The booklet can be downloaded here. If you’d like to add your own experiences, advice or warnings, please let us know. The case studies in the booklet show that there are many ways to promote a new or existing book, on or offline.
Barbara Canin Stirs the Pot
Feisty independent author Barbara Canin decided to make her aged care home the focus of her latest book. The resultant book is trenchant, witty and somewhat controversial.
“I’m trying to show the funny side of living in an old age home. There’s a funny side too. It’s hilarious, you have no idea how hilarious it is, Canin said with a smile.”
From Lakes Entrance to the Isle of Man
The indefatigable Pat Kelly, author of several engaging historical novels has released Beyond the Seas, available on Amazon and other online booksellers. As usual, she has been promoting her latest book effectively around her hometown (Lakes Entrance) and also much further afield. As a former resident on the Isle of Man, she has used her connections there to organise an article in a Manxian publication. The reference to South Africa is a little astray geographically, but otherwise, a great summary of Pat and her work.
Marketing Ideas for Authors
From the ever-prolific and results-oriented Joanna Penn, an information-packed video on book marketing. Well worth 45 minutes of your time.
Abdi Aden talks PR for his Books
Abdi Aden, author of Shining and Yes I Can is very canny at promoting his books. Here are a few suggestions from him based on his experiences:
My PR is very basic and low budget.
- Word of mouth anywhere you can, such as my kids' basketball. Take-away shops, public places.
- Schools I visit and speak at.
- Making t-shirts.
- Websites, also other book-sellers websites.
- Calling places saying "I have a book." Like example some writers festivals, Dymocks Camberwell also run a book night every November for self-publishers.
- Social media like Instagram, Facebook, Twitter and LinkedIn.
- Also learn when new social media come up like snapchat.
- Find small festivals, such as Clunes -- self publishers do well there. People attend from all over the world,
Authors and their Digital Presence Explained
A thoughtful and in-depth examination of how authors are not getting the best results from their digital presence. The writer explains why the interests of authors and publishers do not always align, and how a new generation of author-centric services are being created.
“It is ironic that the author brand is foundational — the success of all title marketing depends on it and all publishers depend on title marketing — but how the author brands are developed gets very little professional attention.”
Author Appearance on ABC Radio National
Ricc Carr talks about her career and teaching methods. Cover by WorkingType Studio.
Read moreTalking Her Way to Book Sales — Promotional Tips
Cleo Lynch, author of "Careering Into Corrections" has documented her own promotional activities in the hope that some of them might come in useful for other writers. Hear more about Cleo here and buy her book here.
Resources
- Publisher provided package of book covers
- Author biography
- Updated photo of author (perhaps holding the book)
- Updated list of previous talks
- Business card
- Pamphlets (rudimentary, as befits the technologically and financially challenged or more professional)
How did I start this ball rolling?
- Friends, rellies: Cousin worked for charity — gave talk for their IWD luncheon; some coverage in their local press. Sold some books (book sales are never staggering – just a steady trickle).
- Contacted Service Clubs and Social Clubs via email addresses and websites along with promotional material outlets — Senior publications (my age group), radio stations, newspapers (need to be innovative with covering letter — try to think of a catchy opening sentence). Did get one radio interview with Radio National). Not sure what book sales resulted from these initiatives.
- Sent promotional material to libraries – this has had very limited response, but am a friend of my local library, which resulted in an author presentation for which they did the promotional work, with leaflets, posters, on-line bookings etc. (From this I was asked to do two more talks, one at the Friends’ AGM on my volunteer work, and another at a local writers’ group on the pitfalls of publication).
- Always carry a package of book cover with business card and promo pamphlet inserted, and a copy of book. Learnt from experience that sales can result in the most unlikely places, e.g. conversations on a bus, functions etc.
In any event, the most successful of these initiatives has been from service clubs.
Advantages:
- Rewards and outcomes vary, e.g some expect the talk to be free and may offer wine, chocolates, free lunch/dinner, however many pay varying amounts for travel expenses and your time.
- If they enjoyed the talk, they tell others.
- Usually sell a trickle of books
- Opportunity to distribute promotional packages to interested persons and so tap into potential future engagements
However, as much of my modest fame depends on my interaction with the audience I ensure that my delivery is as professional as possible. So I offer the following:
- Prepare your talk, i.e. compose it, type it out, go over it, rehearse it.
- Ensure that your talk will not go over the allotted time (many of these clubs have gratis use of community rooms and have to vacate by a certain time),
- Ask for a microphone (and any other technology you might require), lectern for your prepared talk and small table on which to display your book (I take a plate stand) and promo material.
- Don’t read your talk – but keep it handy for reference
- Be aware of your target audience, i.e. if elderly, many will be hearing impaired, many will be inclined to nod off, (yes even mid-morning!), may have posture problems that compromise their comfort (One compliment I often receive is ‘I looked around the room and no one was nodding off!)
- Introduce yourself, thank people for attending, give brief overview of your book, why you wrote it etc. and if possible, try a little humour (e.g. I say ‘I wrote this memoir originally for my children and grandchildren, who I might say, are completely underwhelmed by it’).
- Speak slowly, use microphone, engage all audience (while some speakers recommend you focus on one spot, it is good to try to sweep your gaze around the room to try to engage as many as possible).
- By all means include readings from your book in your presentation, but I’ve found it more useful to limit fumbling for pages, by identifying one passage to read from the book, and then to include others in my typed out presentation, and introduce such passages as excerpts from my book.
- If you use power point, don’t use it as a passive tool – you are the speaker, power point is an accessory. Some of the most boring talks I’ve attended have been when speakers spoke indistinctly, leaving power point to do the work.
While compiling this, I received a phone call for another booking. I took details, i.e. date contact name, name of Club, email address of contact so I can forward promo material (or postal address). I gave my address for confirmation and details of talk. This takes my bookings up to August.
If You Build It, They Might Not Come — Promotional Realities Part 2
Guest Post by Jo Ettles
Social media
I love social media and it has worked well for me. There are so many options though, so my best advice is pick one or two social media platforms and then do them really well. I use Facebook and Twitter only.
Facebook – I have a personal Facebook account but I keep this for family and friends and a few colleagues that I have connected with. Off to the side of my personal account, I have a business/ author page which I post on daily. Because I write self- help books, I post quotes and tips, wellness information that I hope will encourage people to take action towards having a better day. To me, it is fantastic a way to instantly connect with people and it also reflects the way I write.
I have used Facebook adds as a way of selling books, and I have had good results. If you are not familiar with marketing using Facebook advertising, the guidelines are strict and you need to be mindful on how to do it well to make it work. It is trial and error and maybe that is another post down the track if anyone wants to know more about that as a way to market their books.
Twitter
You can actually connect your Facebook page to Twitter and when you post on Facebook, it automatically reposts it on Twitter- killing 2 birds with one stone (no pun intended!!!). Twitter is a phenomenal way to connect with the world. I once connected with two amazing coaches in London via Twitter and I sent them a copy of my first book. When they received it, they took a photo of it and then shared the photo and some information about my book with all of their followers. It definitely generated interest in my work and resulted in an increase in sales.
Here is another way to look at Twitter. If you follow someone on Twitter, they automatically receive notification via email that you are following them. It is a perfect way to connect and introduce yourself to all sorts of amazing people who might want to follow you, connect with you and even share your work.
Review copies
When my first book was released, I had a publicist that actually got me a few radio interviews and a couple of good reviews in magazines. For my latest book, I have no publicist. I am my own publicist!
I wrote my own press release and sent a copy of my latest book to a few media publications. So far, I have had a few radio interviews, a great full page write up in a newspaper magazine and it is early days. I have only just started doing this.
I don’t have any real influential media connections so this method is a bit hit and miss for me, but I have nothing to lose. I think if you want to really get your work out there, be fearless. What is the worst thing that can happen? They don’t respond? Take a chance. You may be pleasantly surprised.
Send review copies to journalists in your local paper or any papers and magazines for that matter. There is a great website called Sourcebottle and it is a free online service that connects journalists with sources so if you sign up, you get daily emails of upcoming opportunities to quote or feature in stories. I have found a couple of great opportunities via this website to promote myself and my books.
Children's Book Council Reviews
Best known as the organisers of the CBCA awards, the Children's Book Council of Australia also offers (but does not guarantee) to review childrens and YA books sent to them at this address:
Reading Time Online
PO Box 216
Kallangur LPO QLD 4503
The reviews are published at readingtime.com.au
The overwhelming majority of reviews are of books published by mainstream publishers, but independent authors should still give it a go. The criteria for inclusion genuinely seems to be quality rather than origin.
Kids Book Reviews
Kids Book Review is an attractive and frequently updated Australian book review blog. Apart from thoughtful reviews, the site also features interviews with illustrators and authors. Due to the sheer volume of review requests, the volunteers who run the site will not review self-published work. The site also has an excellent list of writing awards and events, plus links to related blogs and services.
You Go, Books!
Printed books seem have unexpected staying power. The growth of the ebook segment of the market has slowed dramatically, and independent bookstores have experienced a modest expansion, both in terms of the number of stores and overall sales. Readers cite the tactile aspect of the printed word, along with the aesthetics of a good bookshelf. Not that the digital revolution hasn't changed the book trade — at least 40% of all book sales are now online.
Herbert Peabody
Bianca Ross' charming Herbert Peabody series (typesetting and layout by WorkingType Design) continues with Herbert Peabody and the Incredible Beehive. Authors would do very well to study Bianca's promotional activities as outlined on her Herbert Peabody-themed Facebook feed. Lots of media activity, plentiful, on-point posts, a feeling of positive, targeted activity. And it helps somewhat that the book itself is excellent with very good quality illustrations. Herbert's official website is worth investigating as well. And buy the book!
On Writing for Teen Boys and Getting Your Book into Schools
Some interesting thoughts from Anne Davies, author of Wrath, listed as a notable book in the Children's Book Council Awards. She touches on the school market and writing with boys and young men in mind.
“Well, I was a high school teacher for a long time and found boys particularly hated reading, apart from”The Outsiders” which was written by a 17 year old American girl (S.E.Hinton) back in the ‘70’s .They made a movie of it — the first movie, I think, for Tom Cruise, Rob Lowe and Matt Dillon.
Anyway, I thought I would try to write something a bit more meaty but using her principles which boys liked — minimal description, short chapters, plenty happening,every chapter ending on something which you would want to find out,move the action along.I have certain things which I wanted to add — the whole idea of personal responsibility for your actions; how you need to have some “rules” for yourself — what sort of person do I want to be? How can I not be led by others into doing things I don’t want to without appearing a loser? What things do I admire in other people and want for myself? etc.This allowed me to at least touch on Buddhist concepts of being in control of your own thinking. As I say in the book, take over the steering wheel of your mind, without being too overtly religious but trying to convey the necessity of not just floating along being influenced by others or by random thoughts.One reviewer said, the book “gets a bit preachy towards the end for some.” I have to say, I meant to be preachy.
I approached a few schools which had been sent a copy of the book and bought a class set and offered to talk to the kids.I have only gone to two but both have been great, with the teachers saying some kids said this was the first book they had ever read to the end (we’re talking Year 12 here!). They all wanted to know about how much was autobiographical (lots!), would there be a sequel (no, I don’t think so) and so on. The surprise was that girls liked it too. Both teachers were very enthusiastic because the kids had really gotten into it and were happy to recommend it to teachers they knew so it will roll on hopefully.”
Local Author Generating Publicity
The Albury Wodonga paper of record, the Border Morning Mail recently ran a story on Maria Stefanidis and her book "The Sunny Side of the Street". The article details Maria's dedication to her writing and discipline in ensuring her work is of the highest possible quality.
Book Reviewed by Local Bookstore
Not only did my book Goldenscale find a congenial home at the lovely Eltham Bookstore, it has now been the subject of a kind staff review:
“Golden Scale by Luke Harris
Beth Ormonde lives with her small family, goes to school and has the usual pesky brother, caring friends and bullying foes. She is, however, afraid of the darkness beneath her house. Lurking below, unknown to all but Beth, a disembodied voice calls to her, pulling her near. As the ancient and rumbling creature begins to slowly awaken, Beth discovers within herself a courage she had not known. This a story filled with hair raising twists and turns, chuckling humour and small town characters, reaches back into the ancient history of the land on which we live. This book will linger in your memory for a long tome after you finish the last page.”
Your Book on a Banner
If you are planning to sell your book at places other than bookstores, you might want to consider a portable display banner to attract attention. Lightweight, retractable banners are widely available and with designs printed in full colour at high resolution, they can be quite striking. Prices are low and preparation of artwork (a service offered by WorkingType) is usually similarly inexpensive. The banner shown below this post features "The Sunny Side of the Street" by Maria Stefanidis.
