Authors: Do We Really Need to Go All In With Our Book Marketing Strategy…

Book Marketing is a Gamble for Many Authors

Fed up with doing Facebook ads that at one time gave me great reach and amazing clicks, but no buys, I decided that these kinds of ads didn’t serve me anymore. So, in March (2024), I asked for feedback from my fellow authors on what they did that works for them in their book marketing and promotional world. I received quite a lot of responses—especially from my Facebook groups—and decided to put together a list of their responses. To give you the gist, here’s the original call to action I put out on my social media accounts:

“I’m searching for other ways to market and promote my books, since Facebook ads don’t seem to be playing nice, and don’t serve my purposes anymore. So, I thought I’d ask my fellow authors what you do to get your books out there and into the hands of your readers, beyond the usual social media posts on Facebook, Twitter, and LinkedIn I see throughout my feeds.

For example, do you pay for ads on Twitter or LinkedIn? If so, do they work for you? Have you ever hired a promotional specialist or company (which can get quite pricey) to do your book marketing? If so, what was the experience, and were they worth it? Or do you do your own marketing, scheduling your posts ahead of time? I’d really like some solid advice, and frankly I’m tired of being approached by these so-called ‘marketing specialists’ on all my social media accounts.

Thanks in advance for any advice or suggestions you can share. I appreciate it!”

The response was immediate. My feeds filled up with helpful advice, and other authors waiting in the wings to know what magic-marketing-bullet would be best for them. Turns out this book biz is NOT a one-book-fits-all kind of marketing strategy. I knew all along that it wasn’t. I was just interested in seeing what other authors do out there, so I could make a conscious and rational decision on what’s best for ME. That said, below is most of the feedback I received. Much of these ideas I’ve done, but there are some that I haven’t, and may give them a go. In the long run, you must decide what’s best for YOU…

·         Start an email list and newsletter. If you have done so, continue to build it.

·         Don’t pay for subscribers—instead, engage with readers in genuine ways.

·         Get out there in person. Meet other writers, go to events and conferences, especially events that include both authors and readers. Always bring a signup sheet or QR code for your newsletter signup.

·         Shop at Indie bookstores. Be a part of the literary conversation.

·        Consider doing Amazon ads. Apparently, Bryan Cohen offers free Amazon ad courses that usually happen quarterly. Check out when the next course is available here: https://www.facebook.com/bestpageforward/reviews

·         Other advertising ventures are BookBub Feature Deals (which can get quite pricey) and BookBub ads. Apparently, most authors said to stay away from Twitter or LinkedIn ads.

·        Promotional and review sites such as NetGalley, Fussy Librarian, Written Word Media, Bargain Booksy, FreeBooksy, BookFunnel, and Hello Books just to name a few. Price points vary, so do your research.

·         In-person events such as craft shows, fairs, markets, and special events like holidays.

·        Podcast interviews. An author friend pays $15 a month and gets two lists of ten podcasters weekly who are looking for guests. Here’s the link: https://podcastguests.com/

·        YouTube appearances or having your own show. Depending on your personality, helpful content, and author guests, this may be the way to go for you.

·         Guest blogging or working with book bloggers for reviews.

·        Speaking engagements based on your genre. So, if you write for children or teens, schools would be a good place to start.

·         Getting books into your local library network.

·        Book signings at your local bookstore, grocery stores, fundraisers, or anywhere else that’s connected with the setting, content, and genre of your books. Think outside the box for this. Does your book have a shelter animals slant? How about at a local pet supply store? Cozy mystery with a baker as the main character? Check out coffee shops or local bakery stores in your area. The possibilities are endless.

·         Garnishing paid book reviews through Booklist, BookPage, ForeWord, Kirkus, Library Journal, Publisher’s Weekly, and Shelf Awareness to name a few.

·         Promotional specialists or companies. A word of warning on this: if these people approach you, they’re most likely crossing a boundary or invading your virtual space. You’re the one who should be contacting them.

·         Paying a publicist. This one can get expensive, with prices ranging from $1250 to over— are you sitting down—$10,000 for a four to five-month campaign. Yikes! But, depending on the book, and if it’s worth your time and investment, then go for it!

·         Last, but not least, the tried and true method: Word of Mouth. Works. All. The. Time.    

Hmm. So many ideas, so little time to actually write those books to market. What a conundrum! With all this wealth of information listed above, I bet you’re wondering what marketing strategies I’ll be using moving forward. First, an admission – I don’t have an email list. I’ve resisted having one for so long because frankly, I didn’t want to do the extra work involved with sending out a newsletter with barely anything to say. Book marketing expert Sandra Beckwith advises to start and build an email list for the simple reason that if your pet social platform disappears or crashes, you lose everything. But not your email list. You own that sucker. Plus, it’s an excellent way to get to know your readers and have genuine conversations with them. Makes sense, but to be honest, I don’t feel this is the best use of my book marketing time.

However, If you’re interested in starting an email list or building your existing list, writing coach and speaker, Colleen M. Story has a couple of great articles to whet your book marketing appetite with HERE and HERE. Check them out when time permits.

So what am I going to do? Nothing. At least for now. I’ve decided to take a break, take a breather, and take myself out of the game of feeding all those book marketing ploys manipulating authors out of their hard-earned money. My former publisher used to say, Money flows to, not away, from the author. Wouldn’t that be nice if that was the norm? The best advice I received was from author Vonnie Hughes, a dear friend from New Zealand, who offered, “What about just writing because you can't help it and not writing to be published but just writing for YOU?” In a perfect world, wouldn’t that be amazing? I may just heed her sage advice. As a life-long learner, I strive to do better when I can, and hope what I learn, I can pass along to others. At least, that is my wish.

Does the thought of marketing or promoting your books make you cringe? Do you have an email list? Are you tired and overwhelmed with all the marketing strategies out there, that you chose to do the bare minimum or nothing? Is the continual expense of doing book promotions sucking the joy out of being a writer for you? If so, I totally understand, and would love to read your comments. Cheers and thanks for taking the time to read my blog. I appreciate you! 

Book Reviews: The Literary Equivalent of Crack by Women's Fiction Author Anne Montgomery...

Once your book has had a 5-Star Review you’ll need that rush again.  But remember, some reviewers won’t be so benevolent, so be prepared to suffer the book review blues. Then, be strong, and send your baby out into the world again.

Authors long for reviews. We go to great lengths to find folks willing to pen blurbs about our babies. Because, of course, reviews sell books.

So…we contact newspapers and magazines and TV stations, radio outlets, book bloggers, and those with the keys to the podcasts. Then there are the book clubs and bookstores – the few that remain in brick-and-mortar form. Sometimes, authors beg friends and family members for reviews, but that seems a bit on the suspect side. I mean, generally, don’t loved ones want to say nice things, if only to be polite and avoid familial strife? I have so far refrained from this particular approach, which does not mean I might not give it a try in the future. I just haven’t…yet. 

A well-written query letter, to all the proper specifications, might glean a review about two to three percent of the time. Really. I sent out 60 requests one weekend and got two “No thanks” replies for my efforts. The other fifty-eight beautifully composed queries went unanswered.

Still, on that rare occasion when someone agrees to review your book…oh, the joy! And then the wait. Weeks, maybe months, go by before the results come in. And that first 5-Star Review? You read it over and over, lingering over the verbiage like it’s a letter from a lover:

“I say this is a must read! The book is utterly captivating and mature.”

“The story was tightly plotted and suspenseful.”

“Tragic, disturbing, captivating, but utterly fantastic!”

But as with most love affairs, eventually the words become too familiar, stale, and you long for something different. So the quest begins again. You need that high, and the begging – OK, go ahead and call it marketing, if that makes you feel better – begins anew.

Then, of course, authors must also stomach the not-so-charitable comments. There’s the dreaded DNF: Did Not Finish, meaning your book was so bad the reviewer simply couldn’t get to your well-crafted, quite brilliant ending.

“The writing style wasn’t for me. It was too descriptive for my taste.”

“This work aims high but ultimately falls short.”

“The brief, cliff-hanger chapters might appeal to reluctant readers.”

Ouch! And yet, we keep…on…looking. Hoping that someone will read our words and tell us what they think.

Perhaps there is something inherently wrong with authors that we are willing to put ourselves in a position of such utter vulnerability. I’ve heard budding writers say they fear rejection and I want to laugh. Rejection is part of the job description. One must embrace it: “That which does not kill us makes us stronger,” and all that.

A way to survive the emotional ups and downs of the book review process is to consider the subjectivity of the practice, because these missives are but personal opinions. Don’t believe me? Well, every one of the comments listed above, including the dreaded DNF, came from actual reviews of my most recent novel, The Scent of Rain. Go figure. How can one person adore a book and another find it repugnant? Beats me. But I do know we authors must never refuse to offer our books up on the sacrificial altar of Reviews. Yes, there will be low points, but the highs, I promise you, will blot out those blues.

So stand straight. Be bold. Believe in your prose and send your baby out into the world. Really, there’s no other way.

Please allow me to give you a brief intro to my latest women's fiction novel for your reading pleasure.

The past and present collide when a tenacious reporter seeks information on an eleventh century magician…and uncovers more than she bargained for.

In 1939, archeologists uncovered a tomb at the Northern Arizona site called Ridge Ruin. The man, bedecked in fine turquoise jewelry and intricate bead work, was surrounded by wooden swords with handles carved into animal hooves and human hands. The Hopi workers stepped back from the grave, knowing what the Moochiwimi sticks meant. This man, buried nine hundred years earlier, was a magician.

Former television journalist Kate Butler hangs on to her investigative reporting career by writing freelance magazine articles. Her research on The Magician shows he bore some European facial characteristics and physical qualities that made him different from the people who buried him. Her quest to discover The Magician’s origin carries her back to a time when the high desert world was shattered by the birth of a volcano and into the present-day dangers of archeological looting where black market sales of antiquities can lead to murder.

Former television journalist Kate Butler hangs on to her investigative reporting career by writing freelance magazine articles. Her research on The Magician shows he bore some European facial characteristics and physical qualities that made him different from the people who buried him. Her quest to discover The Magician’s origin carries her back to a time when the high desert world was shattered by the birth of a volcano and into the present-day dangers of archaeological looting where black market sales of antiquities can lead to murder.

Amazon Buy Link

Anne Montgomery has worked as a television sportscaster, newspaper and magazine writer, teacher, amateur baseball umpire, and high school football referee. She worked at WRBL‐TV in Columbus, Georgia, WROC‐TV in Rochester, New York, KTSP‐TV in Phoenix, Arizona, ESPN in Bristol, Connecticut, where she anchored the Emmy and ACE award‐winning SportsCenter, and ASPN-TV as the studio host for the NBA’s Phoenix Suns. Montgomery has been a freelance and staff writer for six publications, writing sports, features, movie reviews, and archeological pieces.

When she can, Anne indulges in her passions: rock collecting, scuba diving, football refereeing, and playing her guitar.

Learn more about Anne Montgomery on her website and Wikipedia. Stay connected on Facebook, Linkedin, and Twitter.

An Author’s Continuing Conundrum: Marketing and Promotion…

So what’s the solution to an author’s marketing and promotion problems these days? You know. The endless advertising and selling to get readers to buy your book. No need to overthink. It’s simple. In a word: consistency. Authors need to build trust with their readers through being consistent with their publishing content. Posting on social media, blogging, guest spots, podcasts, YouTube, e-newsletters, and writing a book are just some of the tasks required for being present as an author. Not showing up makes the author and brand forgettable. Show up for your readers. Then you show up for yourself too.

How do you do build trust with your readers? Author friend Colleen M. Story suggests to begin with two ways:

1.      Consistency in QUALITY

2.      Consistency in PUBLISHING

You can apply these two ways to anything you do related to your writing career. Start by scheduling your production of at least three major pieces of content mentioned below:

Social Media: Post several times a week. Watch what your target audience (or other authors in your same genre) is posting too, so you can start to be a part of the conversation. Listen and learn what your readers want, then create the content that will grab their attention.

Blog: Write and publish a blog post at least once a week. It should fit within your niche and serve your readers. Then post links to your blog posts on all your social media platforms.

Run Ads on Facebook or Amazon: Either use the strategy for an Amazon 3 day Free promotion or post a Facebook ad for ten days, rolling it over with a new ad to take its place when the campaign ends. With Amazon, the tactic is to build the promotion by lowering the ranking until it begins to drive the promotion. Facebook allows you to target your audience, so when you get readers visiting your website or Amazon Author page (the less clicks the better) they become familiar with you and your books. If you have a series, you can combine your book covers together and put them on one ad. This can get pricey, but I think it’s worth it in the long run. Make sure to post ads on all your social media platforms to reach your targeted readers.

Email Newsletter: Send it out to your subscribers either seasonally or monthly. Include information that’s helpful to them, along with links to your blog posts and any news you want to share. FYI—So far, I have resisted creating an email newsletter. My reason? In my opinion, I believe my target audience (Young Adult) would probably pass on signing up for a newsletter, and opt for feeding their need about their favorite author’s news via social media. What works for one author doesn’t work for another.

Large Piece: Publish a larger piece of content—a short story, novel, or nonfiction book—once a year, or once every 18 months. That’s a no-brainer for a writer!

This schedule won’t propel your readership overnight, but if you stick with it and don’t give up, you will see results. Pick at least three of these, and start showing up. Consistency of action in service to your readers is truly the key to building an audience for your work. It’s not easy, but that means if you do it, you’ll be one of the few authors who stand out in your readers’ minds.

Are you consistent with your content? Do you use any of the strategies mentioned above? If not, are you willing to give it a try? I’d love for you to share your comments. Cheers, and thanks so much for taking the time to read my blog. I appreciate you!

Here’s a glimpse of the premises of both my young adult series:

The Last Timekeepers Time Travel Adventures…

Chosen by an Atlantean Magus to be Timekeepers—legendary time travelers sworn to keep history safe from the evil Belial—five classmates are sent into the past to restore balance, and bring order back into the world, one mission at a time.

Mysterious Tales from Fairy Falls Teen Psychic Mysteries…

Imagine a teenager possessing a psychic ability and struggling to cope with its freakish power. There’s no hope for a normal life, and no one who understands. Now, imagine being uprooted and forced to live in a small tourist town where nothing much ever happens. It’s bores-ville from the get-go. Until mysterious things start to happen.

You can check out all my books on my AMAZON AUTHOR PAGE 

Guest Post: 6 Tips to Help Authors Prepare for their First Book Signing by Carol Browne...

If like me you are introverted and social phobic, a book signing will be a very scary proposition. In my case I also live in a rural area without access to transport so just getting to a book signing event is a challenge. I was an eBook author for the first couple of years of my career too and so I didn’t have a book to sign anyway. This year, I did my first book signing courtesy of my supportive boss and his wife who not only allowed me to use part of their establishment (the pub where I work) but provided coffee and cakes for the people who attended.

A writer’s life might appear to be very glamorous to outsiders, but it’s usually quite the opposite. I do a variety of jobs to keep from starving in a garret and they are mostly very menial: cleaning and washing up, for example. And when I attended this, my first real book signing, I didn’t roll up in a Porsche, I had to walk there dragging my paperbacks behind me in a shopping trolley. Even with wheels, that thing got damn heavy after the first fifteen minutes. I had nearly forty books in it—well, I had no idea how many to take.

Of course I was nervous but it turned out better than I expected. I sold twenty books and met some very interesting people. They all seemed so pleased to be there, and to be meeting me! Suddenly Cinderella had gone to the ball and she could forget about the washing up and the cleaning for a while.

It was Holocaust Memorial Day in Britain on the 27th and so I was specifically promoting my book Being Krystyna—A Story of Survival in WWII. I discovered when I spoke to people at the event just how many of them have interesting stories to tell, especially about the war. One woman said her mother was born in a Japanese POW camp and the other female prisoners pooled their resources to provide food and clothing for the baby. I found out that my boss’s grandfather had been a prisoner of the Japanese too for three years. There are so many stories we shall never know about, stories of heroism and endurance.

Here are some more things I learned at the event that it is useful to share with other authors yet to experience a book signing:

1. Take book swag—postcards, bookmarks, etc.—because people love to get a freebie and they might pass them on to someone else. While I was promoting my non-fiction book, I handed out postcards that publicised my fantasy novel.

2. Have change ready for people who pay cash, as most will. You certainly don’t want to be taking cheques and if you’re like me you won’t have credit card capabilities! (My book was £4.99 and I had a stash of pennies in anticipation of all the five pound notes I was going to get, and did.)

3. Practise your signature before the event unless you’re that lucky person who has a naturally lovely and easily written moniker. Mine is a disappointment and that was a worry to me—who wants a spider scrawl on the first page of their pristine new book? And make sure you have a decent pen (and a replacement), one that’s not going to run out halfway through your signature or spit gouts of ink onto the paper. (I’m pleased to say, I was surprised and gratified at how my signature worked out on the day!) Don’t know what to write? Ask the person who the book is for (make sure to get the correct spelling) and simply put ‘To …., Best Wishes’ and then your signature.

4. Don’t worry that you’ll run out of books. You can always take people’s names and addresses. (I took a book of receipts in case people paid up front but as it turned out I didn’t need them.) If you are involved in advertising the event beforehand, you can suggest people buy your book first and bring it with them to be signed.

5. Have business cards to hand out. This was something I didn’t get round to. I didn’t have flyers or attractive posters either. And what that taught me was that next time I will be better prepared, but that it doesn’t spell disaster because most people who want to come to a book signing are coming to see you, the author, not all the bells and whistles you have brought with you. (People were so delighted to be given a mere postcard, you’d think I was handing out bank notes!).

6. Most importantly, stop worrying about everything having to be perfect. You have a talent to be proud of and you have achieved something most people haven’t. Enjoy that feeling of being recognised as a creative individual but at the same time remember that you are still just a human being and you can only do your best and no more. Don’t be afraid of doing a book signing either. Feel the fear and do it anyway.

If I can do it, anyone can. The important thing is, just have fun!

Here is a brief introduction to my book. Thank you for reading it.

It’s 2012, the year of the London Olympics, and for young Polish immigrant Agnieszka, visiting fellow countrywoman Krystyna in a Peterborough care home is a simple act of kindness. However, the meeting proves to be the beginning of a life-changing experience. Krystyna’s stories about the past are not memories of the good old days but recollections of war-ravaged Europe: The Warsaw Ghetto, Pawiak Prison, Ravensbrück Concentration Camp, and the death march to freedom.

The losses and ordeals Krystyna suffered and what she had to do to survive, these are horrors Agnieszka must confront when she volunteers to be Krystyna’s biographer.

Will Agnieszka find a way to accomplish her task, and, in this harrowing story of survival, what is the message for us today?

Buy Links

Dilliebooks - Amazon UK - Amazon US

Born in Stafford in the UK, Carol Browne was raised in Crewe, Cheshire, which she thinks of as her home town. Interested in reading and writing at an early age, Carol pursued her passions at Nottingham University and was awarded an honours degree in English Language and Literature. Now living and working in the Cambridgeshire countryside, Carol usually writes fiction and is a contracted author at Burning Willow Press. Being Krystyna, published by Dilliebooks on 11th November, 2016, is her first non-fiction book.

Stay connected with Carol on her website and blog, Facebook, and Twitter.

4 Successful Ways to Promote your Novel…

It’s not all about book reviews when promoting your novel these days. Yes, book reviews are valuable and securing them should be on any author’s book promotion to-do list. However, your book deserves more widespread, long-term, and on-going exposure than it can garner through reviews alone. And every writer knows that getting your novel to be talked about month after month is no easy feat. So what can authors do to get their books into the hands of their readers?

You need to generate the ongoing chatter your book deserves by seeing the publicity and promotion value in your fiction. There’s no question that promoting fiction is harder than promoting nonfiction—but because of that, it’s also more rewarding. Here are four ways to help you promote and manifest sales:

Nottingham Castle Caves

Find the nonfiction gems in your novel to use in creating newsworthy material for relevant media outlets. For example, in The Last Timekeepers and the Arch of Atlantis, I set the novel in Medieval Nottingham around the time Robin Hood was suspected to have lived. I found interesting tidbits that could be used for an opportunity to be featured on travel blogs. If you’re writing your novel now, make sure you work in some nonfiction gems you can capitalize on later.

Use your content to identify promotion allies. In Lost and Found, Book One of Mysterious Tales from Fairy Falls, I wrote about the local animal shelter in the fictional town of Fairy Falls, and the tough task of continual fundraising to keep the shelter from closing. I contacted shelters and rescues in my area with the hopes of working with them, and bringing awareness to the ongoing struggle of lost and abandoned pets. Don’t just send them a note that says, “I’ve written a book your members will love.” Meet with them, or send a copy of the book with a letter outlining promotional possibilities and what’s in it for them.

Local Animal Rescue Promotion

Engage first. Focus on one or two social media networking sites. My two preferences are Facebook and Twitter, but there’s a whole slew out there to choose from these days. Make sure you master the most effective and appropriate ways to use social media to promote your book before spreading yourself too thin on several sites. Sometimes less is more.

Make the connection. Help readers connect with you by blogging (you do have a blog, right?) about your writing process and experiences. Get excerpts up on your website (you definitely should invest in your own cyber real estate) and read portions from your books via podcasts or YouTube videos so potential readers can get a feel for your writing and decide if the story is worth their investment. Give readers enough online (website, blog, YouTube videos, podcasts, free downloads) to convince them they’d like your book enough to hit the buy button.

Authors—how do you keep readers buzzing about your books? Can you add anything else to this list? Readers—what makes you want to invest your time and money in a certain book or author? Would love to read your input and comments. Cheers, and thank you for spending time with me by reading my blog! 

Guest Post: The Modern Book Tour by Nate Friedman...

Do you have a book? Then you can have a book tour! It doesn’t need to be any more complicated than that. Some will tell you it’s a waste of time. While it is true that most things are done online nowadays, I believe it’s more important than ever to be out there in person, sharing your book with the world. How else will people know you and your mission personally? The amazing conversations you have with readers, fellow writers and the smiles are all icing on the cake. Writing can be a lonely endeavor at times and being out there allows you put all of your hard work into perspective. And the cherry on top: free market research! Ask someone working at a bookstore what the hottest new books are, or watch your target reader and see how they navigate the shelves. That is all information you did not have before. It’s not about becoming an overnight success, it’s each successful day along the way. The challenge: selling as many books as you can at each stop. You might never feel like you are selling enough, however, what you get is information and learning, more than you ever could sitting at home or online. The most important part is progress - momentum. Remember this in all your creative endeavours: people want to get onto a moving train. Let me now outline some of the steps that will help you in getting your train started. I hope it helps you take that next step!

The Vision

The first thing you need to do is imagine your book tour and what you want it to be. Listen to your gut instinct and don’t rule anything out. Factor in time for yourself and make it just long enough to leave you wanting more. For some, this could mean taking a full year to peddle their book across the country. For others, this could be one event a week over a period of 6 months. For others still, maybe 10 bookstores in 10 days. Once your vision is created, that is what will help you sell the idea. People will feel you getting excited and will want to be on board. You’ll be the biggest party in town! Go to places that excite you, to places you’ve never been before, and even places you don’t want to go. Sometimes this resistance is exactly what you need to push through, to reach to the next level.

The Call

I am not talking about the call of the wild, but an actual phone call. Don’t think about it, just do it. We live in a time where we readily have access to copious amounts of information. Look up the phone number of bookstores near and far and call them (it’s free!). Don’t take any of these things for granted. The store managers you are calling want to say yes. They love you. They are probably as excited as you are, about having a new author at their store. Get a few no’s!? Good! That means you are heading in the right direction. You’ll feel even better when the next store you call is interested. If you’re the script sort here it is:

(smile: it comes through over the phone) “Hi I’m {name} author of {book name}. I was wondering who I would speak to about doing a book signing event. *gets person* “Hello there {say their name}. I’m {name} and I’m excited to be organizing a book tour! We’re looking to book {# of events} in {location} for the {insert tour name- makes it sound official}. We’ve already booked {insert stores booked already- remember moving train} and we’d love to have you on board. *wait, listen, really focus on the person you are talking to*

Final note: give them a date and time. If your vision is clear, you’ll know where they fit into your schedule. You’re not doing anyone favours by giving them an open calendar (it screams unprepared!) Also, have a backup date and time available, and if it doesn’t work out you still have a contact person for future tours. I always ask myself “How can I make this call fun?” before it’s made. Maybe you want to get an iced tea and sit on the patio with your legs up, GREAT! Life is about enjoying. Don’t just exist, THRIVE…. Oh, and at the end of the calls you’ll have a book tour.

The Preparation

This is where you use your writing and creativity skills to think of unique ways to advertise your events. I’m a bit old school when it comes to this: we put up these posters around where my events were taking place. There’s a multitude of ways to spread the word: internet advertising boards, local newspapers, your own website *hint-hint, nudge-nudge*, word of mouth, social media blitz including ‘what’s going on in {insert city}’ facebook group, book tour trailer. Anything and everything you think of, it will get people’s attention. We did t-shirts and colouring pages because it felt fun. Again, you have a style and a way you like to do things. That’s what makes you who you are, and the reason your book will sell a bazillion copies on your tour! Don’t forget to use your contacts: do you know anyone who is a news reporter? A school teacher or principal? Someone who advertises for their job/company? Ask for all the help you can!

There is also the question of whether to do paid advertising. You have to believe that anything you put in, you will get out. Sometimes these dividends take time to materialize. Decide on a budget. Be true to where you are at in your career and what you can realistically afford. My challenge here for you is to take what I call a “50-year approach”. Look at your career long-term and see how everything you do will help your career. Without a doubt, you know you will get where you need to go. It also allows the small mistakes and mishaps to be learning experiences, instead of career altering events. At the end, you only get one shot at each tour stop. Imagine yourself, sitting in that author chair on the day of the event, with less people than you wanted walking around. Think to yourself, “What more could have I done to advertise this event better?” Give, give, give, it all comes back in time.

The Event and Beyond

This is where the fun begins! Notice the excitement, the fear, the worry, the butterflies! These are all positive feelings. They mean growth in your career and increasing book sales. Don’t feel anything? I challenge you to build bigger- build something that scares you! Do the craziest thing you can think of!  Here you are, in a new bookstore and/or city. You’ve already won! You’re a working, traveling author, you are a professional. Your only job now is to be present, be yourself. People want to see your book succeed. They’ll even give you feedback directly, listen and weigh it. Try talking to as many people as you can. When you go home at the end of the tour, I guarantee you it won’t be the number of books you sold you think about. It will be the small moments and smiles along the way. It will be conversation that gave you your next great idea, the motivation you got from someone else, these are the things that will remind you why you write in the first place. And the book recommendations 😊! Ultimately, we’re all readers. It’s only being in the arena where you can learn and make adjustments. It does take a lot to put yourself out there, I don’t discount that, but it’s real. Take note of people’s names, make as many contacts as you can. Look at who publishes your favourite books in that genre and send them an email. Motivate people on their journey, tell people why you think your book is the coolest and why they should buy it! (Prepare a quick elevator pitch if you haven’t already and begin with your mission)

Also, take personal notes: what could we have done to improve in this location? What could we have brought? What worked? What didn’t work? Failing is not a tragedy, but failing to learn from it is. Take note on a deeper level, is this your thing? What part of the tour were you most excited by? Do you want to do more of these? How many should you do? Do you prefer reading and school visits? Be TRUE to yourself. This is all information you have now because you took the initiative and made that phone call. When the book tour is over, be sure to Thank everyone who was involved. They let you into their store and worked hard to make it possible, you have nothing to be but grateful. These heroes allow you to be an author.

At the end of the tour, and most importantly, DON’T STOP. Ride the wave. Sit down and plan the next one. You are one step closer to the Bestseller List (and if you’re already there, that’s one more person you shared your work with).

In closing, you are 100% responsible for how your book performs. 100%. Other people can help you along your journey but you alone are responsible. A book tour is a great way to spread your book to a larger audience and share your gift with the world. I once read that Tom Cruise, at one time the biggest movie star in the world, has a hand in every single movie he has ever been a part of. And you’re no Tom Cruise….yet (but those sunglasses you have look cool). The best way to approach your book tour, and your career in general, is that you are making it happen. Anything done by others is simply gravy. It is a lot of work. Seek the advice of professionals when it seems natural to do so, they want to help. The whole endeavour is rewarding. However, at the end of the day, you will be surprised by what you are capable of.

Let me be the first to congratulate you on YOUR book tour. Have any questions? E-mail me. I mean it, let me know about anything I can do to help you on your journey. Let me leave you with the best moment of my recent book tour. I’m teary eyed writing about it! So here goes: A young boy, of about five years, comes to the table to do some colouring pages I’ve left out. I’m thinking he’ll just draw some scribbles and be on his way. But instead, he focuses in and really gets into colouring. I joke with the parents that he’s really enjoying it. The mom says “Oh, he’ll do the whole thing” and she goes to sit down. As he is colouring we start talking about why he thinks he’s so good at colouring and what he wants to do when he grows up (he wanted to be an author, guys!). After doing a great job colouring, I decide I’m going to give this kid a book. I got to inscribe it saying “keep following your dreams - hope to work with you one day.” And then we took a picture together as he smiled. My heart melted. The fact I get to have moments like this that affect people’s lives is everything. I have been afforded the chance to follow my mission, which you’ll see in all my books: “I want to change the world one smile at a time.” What’s your mission? I guarantee a book tour will help.

THANK YOU FOR READING ☺

Nate Friedman is the Author of “The Coffee Monster” and “The Last Hockey Fight.” He loves to travel and craves adventure in his free time. Along with making people smile and laugh, he is constantly pursuing his dream of being a writer on Saturday Night Live. You can find out more about his work at www.natetfriedman.com or www.facebook.com/natefriedmanauthor. Thanks again.

Six Things Writers Can Learn from Harley-Davidson…

Harley-Davidson logo

Brand building. It’s the backbone of any company or person. It’s how consumers identify with you. Know you. Want you. Need you. What does this have to do with Harley-Davidson? Plenty.

Recently, hubby and I watched a three-part movie about how the Harley-Davidson company was born on the Discovery channel. Boy did I learn a lot about running a business and branding just by watching that movie! The story focused on three partners: William (Bill) Harley (the engineer/creator), Arthur Davidson (the salesman/marketer), and Walter Davidson (the risk-taker, promoter). Together, these entrepreneurs gave the world of motorcycling an experience that felt like ‘an explosion between your legs’. Bill Harley’s words, not mine! LOL!

Here are six things I learned from Harley-Davidson…

Create buzz. To build excitement and promote their product (think about this in terms of your book/books) Harley-Davidson sponsored a racing team named ‘The Wrecking Crew’ whose seat-in-their-pants racing style got the press the company needed to get on the map and stimulate sales. Okay, writers don’t need a Wrecking Crew. But what about a Street Team, or a legion of super fans waiting in the wings for your next book? Use your website, blog or email list to create the buzz your book(s) need to get them flying off the shelves.

1907 Harley-Davidson

Find your tribe. Arthur Davidson worked hard to generate sales. He started bike clubs, opened free beer tents at events to loyal customers, and had special offers/incentives to returning buyers. He was a trail-blazer of social media one hundred years before social media was even born. He engaged first, then sold. That’s what writers should be doing on social media—connect and engage with their target market first. If they trust you enough, they’ll ask about your book.

Look outside of the box. Always looking for ways to market his motorcycles, Arthur Davidson approached the U.S. Postal Service and convinced them to trade their bicycles for Harley-Davidsons. He followed through with the Fire and Police Departments and eventually won them over. When the three partners met with the military during WW1, Arthur suggested that they send mechanics (for FREE) to teach the soldiers how to fix their motorbikes in case they broke down while they were overseas. This strategy worked, and they shared the contract 50/50 with Indian Motorcycle, the number one motorcycle company at the time. BTW—Indian went bankrupt in 1953. Writers need to look outside the box too. There’s plenty of opportunity around, even if you have to offer your first book (or a short story) for free.

Focus on those little extras. Walter Davidson recognize the allure of the motorcycle look and culture, so he launched a campaign to sell Harley-Davidson accessories and clothing which remains a major part of the company’s success to this day. Writers can open a ‘store page’ on their website (you have a website, right?) and sell items that are connected to their books, like T-shirts, coffee mugs or water bottles imprinted with their book cover, or even jewelry.

Re-brand or face-lift when the unexpected happens. The stock market crash of 1929 hit Harley-Davidson hard. There was no disposable income, and barely any sales. Bill Harley decided to give his motorcycles a much needed face-lift during the Depression. He redesigned their block-letter logo, and added a stylized eagle. The company also started offering their motorbikes in an array of different color schemes too. So when book sales are down, this gives writers an opportunity to redesign their book covers, or pull books off the virtual shelves and re-edit them. After all, Harley-Davidson built their company on a quality product, so shouldn’t you?

Continue to develop. By the late 1930s, Bill Harley developed a new model that ended up being a breakthrough for the company. Sales soared with this bigger, badder, and more powerful machine. By the time WW2 began, Harley-Davidson had gained the respect of the military, and were asked to ship over 90,000 military-style motorbikes overseas to be used by the Allies. When the war ended, people returned to motorcycle riding with a deep respect and trust for the Harley-Davidson brand. So, while you may have one or more books out there for sale, it’s best to work on the next one, and continue to develop your brand and author platform. You never know. Your next book may be your ‘breakthrough’ book!

Is there a company out there that you’ve learned some tricks and techniques from to help build your writing career? How are you building your brand? Please leave a comment and share what you’ve learned. Cheers for reading my blog, I truly appreciate it!