Friday, October 1, 2010

Marketing Books—Success & Failures

Ok, you’ve written a book and got it published one way or another. Now what?

When Kisses from a Distance finally came out, I had already been planning book signings and was looking for more. The self-help manuals I read pointed out traditional venues such as bookstores and libraries, so I plunged into arranging such events.

At about the same time, a family social obligation in my hometown of Carthage, NY appeared on my calendar. Aha, said I, perhaps I can turn this trip into a signing event at multiple venues. I called Borders in nearby Watertown (a city much larger than Carthage) and spoke to the manager. Although lukewarm at first, I convinced her that I was a local boy, would be in the area, had written a memoir, etc. She reluctantly agreed, as long as I brought books. She didn't want to be bothered ordering them.

Next, I called the pastor of the church where the social event was to be held and asked if I could piggyback a book signing at the breakfast after the church service. He agreed and said he would even announce it at the conclusion of the mass. The next thing I did was to contact the newspapers in the area to tell them that I, a local author, would be in the area promoting my book and could they mention it in the paper’s coming events. They asked for more details and I eMailed them an abbreviated press kit, which I had already prepared. As a result, I got a nice write-up, including a 4-color picture, that appeared in the paper before the scheduled Borders signing.

When I got up home the day before the events were to take place, I took a walk around town and stumbled across the local farmers market. The fellow in charge had seen the newspaper article about the book and asked why I didn’t sell books there? Why not, said I. For a fee of $5 he set up a table and I started buttonholing vegetable shoppers to interest them in the book. I was there about three hours and sold twelve books. Totally unplanned and unexpected.

When I arrived at Borders, the manager told me not to expect too much because they had three or four signings a year and sold at most eight or ten books. I was there for three hours and sold twenty-one books, much to Borders’ surprise. One of the people who came in to buy a book was a local TV personality who had seen the newspaper article. I engaged her in cordial conversation and as a result she asked if I’d be interested in a TV interview. Would I! So, two days later I appeared on the local evening news and many people who saw the clip went to Borders to buy the book. The bad news is Borders had run out! Not only that, they told people they wouldn’t be reordering either.

The good news is—on that first weekend, I sold 98 books. Because of my lack of experience, I didn’t actually know if that was good or not. I soon would learn that was excellent! The lesson here is, you never know what will work until you try—and when unexpected things pop up. Be ready to take advantage.

To be continued—

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