Category Archives: publicity

With a Little Help from My Friends

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By Debbie Burke

@burke_writer

 

NEWSFLASH!

MOST AUTHORS HATE SELF-PROMOTION!

All right, so that’s not news to anyone at TKZ.

Truth is we’d rather parade naked down the mall than sit at a lonely table full of books in front of Barnes & Noble, directing people to the restroom.

But we gotta do it sometimes if we want to sell books.

One way to make promotion less painful is to join with other authors.

WHY?

  1. Misery loves company (just kidding!).
  2. Being in front an audience by yourself is scary. Being in front of audience with colleagues is easier.
  3. A solo appearance means you carry 100% of the responsibility to entertain the audience. Join with other authors and that splits the responsibility up.
  4. More authors draw more interest…unless you’re Lee Child, who doesn’t need help.

HOW TO DO IT?

  1. Find other authors.

Invite one to three other authors in your area to join you either in person or by zoom. A total of three or four offers good variety while giving everyone a chance to talk. More than that is too crowded and cumbersome.

  1. Decide on a genre and theme.

Montana authors Leslie Budewitz, Christine Carbo, Debbie Burke, Mark Leichliter

My recent event focused on crime fiction, combining four subgenres: cozy mystery (Leslie Budewitz), small town police procedural (Mark Leichliter), police procedural in a national park (Christine Carbo), and thriller (Debbie Burke). The title was “Murder, Inc. – How Montana authors kill people…on the page.”

Include variety in subgenres so there aren’t two cat cozy authors competing with each other.

For instance, a children’s literature gathering could feature one author who writes picture books, one middle grade, and one young adult, reaching three different audiences.

  1. Set up a venue.

Weather permitting, many people feel more comfortable outdoors these days. Depending on where you live, indoor settings may or may not be available.

I’ve been lucky to be hosted twice by a dream open-air location in Bigfork, Montana, right beside the Swan River. Lake Baked Bakery/Riverview Bar has a large grassy area with tables and chairs.

Lake Baked Bakery/River View Bar, Bigfork, Montana

Many cafes, coffee houses, brew pubs, and independent bookstores are struggling financially due to the pandemic. The ones I’ve approached are enthusiastic about hosting activities that draw more customers.

Independent-living senior communities are a good bet to find  many avid readers. So are schools, community colleges, and libraries.

  1. Decide on a format.

A panel discussion with Q&A from the audience works well. Designate one person as moderator. S/he has a list of prepared questions and keeps the discussion moving.

If you decide to do open readings, they should be short—no more than five minutes per person, broken up with discussion and questions between authors.

  1. Publicize the event.

Here’s where having friends is a real force multiplier. Each author has their own blog and email list to disseminate info about the appearance. Each has their own social media followers. If there are four participants, that’s four times the number of contacts than if you did it by yourself.

Press releases to newspapers/radio are more likely to be noticed if there are three or four authors appearing together. Then it becomes an event of interest to the community instead of a lonely author crying in the wilderness.

The venue may have a Facebook page or other outlet where they publicize events. Ask them to include yours. Again, that reaches a wider, different demographic than simply reading fans.

Supplement these efforts with posters around the area and you should have a respectable turnout.

  1. Set up and logistics.

Scope out the venue before the event. Find out what equipment, chairs, tables, etc. they can provide and what you need to bring yourselves.

You need sound equipment–an amplifier and at least two mics for four people. If the venue doesn’t have that, you may know someone who will let you use their equipment. If not, you may need to rent it.

Leslie Budewitz is my frequent partner-in-crime for live presentations. Her husband Don is a musician and he graciously sets up and runs his equipment for us. I always buy a drink and snack for great volunteer helpers like him.

If you need Power Point capability for slide shows, verify that the venue’s system is compatible with yours. Sometimes you can put a thumb drive in their computer. Other times, it’s better to bring your own computer but check that connecting cords work.

Always, always, always test video and audio beforehand. Glitches are uncomfortable not only for you but your audience as well.

Depending on the venue, if there’s a stage, you can sit on chairs/bar stools. Or you may prefer to stand/walk around as you talk.

Set the tone. If possible, arrange the audience seating to be comfortable and relaxed. Rows of chairs are not as friendly as groupings like in a café or bar.

  1. The day of the event.

Arrive at least a half hour early to set up/test equipment. Always, always, always test sound equipment before the presentation.

If the venue serves refreshments, buy some and encourage others. The business is supporting you to improve their bottom line. The higher their sales, the more likely they’ll invite you back again. Thank your host and the servers and tip generously.

During the discussion, encourage the audience to ask questions. The more interaction with them, the better.

Beforehand, set up your own book table.

Bring pens, business cards, and swag.

Bring a signup sheet for your mailing list.

Bring change for cash purchases.

If you use a credit card reader, make sure you can log into the venue’s wi-fi.

Oh yeah, don’t forget to bring your books!

Consider holding a drawing or contest with your book as the prize. People love to win free stuff.

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Photo credit: Kay Bjork

Take a deep breath and try to relax. Initially, you may feel like you’re going to an IRS audit but you’re not.

The audience came because they’re interested in reading. They want to learn more about you as authors and your books. Make it enjoyable for them and yourself.

We get by with a little help from our friends. 

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 TKZers: Have you done live appearances? What tips can you offer?

If you haven’t yet done a live appearance, what is holding you back?

~~~

 

Debbie Burke enjoys meeting readers in person or by Zoom. To set up an appearance, please click on “Request a TKZ speaker” at the top of the page.

Here is her series sales link.

The role of the publicist

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Today, my guest is Tom Robinson, an independent publicist (as opposed to an in-house publicist at a publisher) based out of Nashville, TN and representing such great authors as Tasha Alexander, CJ Lyons, Laura Caldwell, and JT Ellison. Tom and I not only share a great love of writers and the art of writing, but we share the same hometown: Pensacola, FL. When we’re not chatting about the state of the publishing industry, we’re comparing lists of favorite places to eat along the Gulf Coast. I asked Tom to cover the basic question of the role of a publicist, a question that continually comes up in the discussion of writing and publishing.

———————-

By Tom Robinson
Independent Publicist

tom-robinsonSo what does the independent publicist do for an author?

It’s a question which gets asked up front when I talk with an author for the first time. It should always be the first question.

The objective is to promote the book (assuming I’m approached when the author has a new release on the horizon) and the author’s branding so that the name has recognition beyond the new book. Those are the important goals. I said “assuming” the author has a new release. I’m also seeing authors who want to continue publicity efforts while they are between books to stay in front of readers.

But let me get back to authors with a new book.

In a nutshell: from meeting with the author the publicist develops a plan to work from that will outline the use of press material, the engagement of blogs, interviews, reviews, social media, online advertising all geared to the author’s targeted audience. Social media has opened up the publicity avenues by leaps and bounds. It is an extremely successful messenger when used correctly.

The independent publicist is often extending the efforts of the publishing house. In-house publicists are usually juggling several titles. They are often understaffed and burning up long work weeks.

Beyond the plan implementation, it’s essential for the publicist to make follow up contact with targeted media outlets. That’s where so much effort is spent.

When the project is completed there should be a cross section of media coverage.

My job has seen incredible change since I first worked exclusively with authors seven years ago. I think it will continue to change, just as the publishing industry changes. But the goals will remain the same—promote the new book and the author brand.

Tom Robinson is an independent publicist for authors. Located in Nashville, TN. Robinson, a media veteran of more than three decades, works with authors of mysteries, suspense, and thrillers as well as authors of non-fiction and children’s books. He now also has his first cookbook author which is resulting in an expansion of his culinary attempts. You can find him at www.authorandbookmedia.com

Hiring your own Publicist

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by Clare Langley-Hawthorne

Last Tuesday, one of our readers asked a question about hiring an independent publicist in addition to the in-house publisher that is often allocated to publicize an author’s latest release. My first thought was a background check similar to those found at www.clearstar.net would definitely be in order. As someone who initially relied on my in-house publicist (basically, because I didn’t know any better!) and then hired my own independent publicist to help plug the gaps and get further media, here’s my advice to approaching the issue…

  • First, make sure you know exactly what your publisher is proposing to do in terms of in-house sponsored publicity. Are they sending you on a book tour? If so, where? Where are they sending your ARCs? What media, if any, are they arranging?…These are all critical questions that you need to have answered before you consider hiring your own publicist. In my experience, it can be difficult to get the level of details you want from your publisher so you might have to probe and push to get the information you need. I was given a publicity/marketing plan so I did have an overall sense of what my publisher was and was not going to do (though my publisher was still reticient about giving me specific details regarding media/other event contacts made). For The Serpent and The Scorpion, I was fortunate my publisher sent me on a book tour and that my in-house publicist was willing to work with my independent publicist on media opportunities and events in parallel to what she was organizing.
  • Outline your own publicity plan, identifying what you can do on your own – this will help you identify publicity needs that an independent publicist can fill. There are many things you can do on your own – it’s just a question of time and identifying the appropriate contacts – but you need to ask yourself how much time you are willing to devote to setting up media events etc. and whether you feel comfortable doing this on your own.
  • Next, you need to seriously consider what opportunities exist that an independent publicist can assist you with. Fiction can be a hard sell publicity- wise, so you need to consider what angle(s) a publicist may be able to take advantage of – and you need to be realistic in terms of your expectations. Just because you hired an independent publicist does not mean you’ll be appearing on Oprah…
  • You need to also consider what you are willing to do – and what strengths/weaknesses you have. For instance, are you willing to do radio? Do you enjoy public speaking? Are you an introvert who would simply die if you had to address more than 10 people at an event? It’s important that you play to your strengths and are honest about your own abilities…
  • When you have decided that an independent publicist could add value to your publicity campaign, then you need to think long and hard about that dreaded word – budget. You need to consider what are you willing to pay and what results you expect for the money you plan on plopping down. Remember there are additional things that you will have to pay for as part of the hiring process like a national crime check…which leads to my final point…
  • Negotiate so you set expectations up-front and so you know exactly what you’re getting for your money. Many publicists work on retainer and make no promises as to outcomes – this can be frustrating if you find yourself doling out the money and getting little in return. Other publicists work on a ‘per-gig’ basis so you only pay for the radio interviews/TV appearances/reviews/events they actually set up. In my opinion, the latter is the better way to go but you must still be up-front in terms of your expectations. There’s no point you envisaging an appearance on the ‘Today’ show when your publicist can only get you a community cable TV spot…that’s just a recipe for disaster!

So what other tips do you have in terms of hiring an independent publicist? Any horror stories to share? Any insights that might help your fellow authors in making this decision? If you’re looking to hire new staff, make sure you include a berke assessment in the process.

Cara Black Grills Her Publisher

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CARA BLACK The Kill Zone just loves it when guest bloggers visit, especially when their posts provide an inside glimpse of the industry. So when Cara Black offered to rake her publicity and marketing directors over the coals for us, we applauded her (from a safe distance). Courtesy of Cara and the lovely people at Soho Press, today we’re bringing you answers to some of the pressing questions you’ve always wanted to ask but were afraid to…

Thanks for inviting me Michelle! I know the most important thing is to write the best book you can. Then rewrite, rewrite, rewrite as Voltaire said. But after the real work is done and the manuscript has been accepted, copy edited, and slated for publication, what happens after that? I’ve often wondered, and have frequently been asked the same question at conferences. So I thought I’d ask the experts, in this case Soho Press, who publish wonderful books (and mine, too).

I love my publisher and I know they share the love. We’ve been together for nine books over ten years. Soho is a fiercely independent book publisher, based in New York, and their specialty is crime fiction from around the world. The Wall Street Journal has described Soho’s books as, “Some of the most exotic crime fiction in the world.”

But I thought I’d use this opportunity to rake them over the coals, grilling them about what we all want to know: how do the publicity and marketing director of a publisher—in this case mine —promote, market and sell a book? Something that, as either pre-published or published writers, we’d all like to know, right?

I think the answers and insights will prove universal and, hopefully, helpful. So now with my ninth book, Murder in the Latin Quarter, available this week—yes, murder in the latinthis week-I thought I’d politely ask them about what the heck it is they do. I know it’s not a fluke that Soho authors are regularly reviewed by the New York Times and interviewed on NPR. So I spoke with Sarah Reidy, Soho’s publicity director, and Ailen Lujo, their marketing director, both superstars in my book.

Cara Black: Can you describe a sales conference? It’s a mystery to me…who’s there? I’ve heard that the chains can decide a book cover.

Sarah Reidy: A sales conference is basically a meeting in which we (publicity, marketing, and editorial) present our upcoming list (of books) to the sales force. The sales team consists of all the wonderful people who are responsible for actually getting your book into stores. They take the information we give them and share it with Barnes & Noble, Amazon, Borders, Baker & Taylor, Ingram, and all the great indie stores out there. In terms of book jackets, that’s usually determined at pre-sales. I’ll let Ailen explain that one.

Ailen Lujo: In regard to presales: Twice a year an editor and I fly out to Minnesota where our distributor consortium is based, and we introduce our potential titles to the sales and marketing staff. In many ways this meeting is even more important than the actual sales conference because we talk about the minutest details of the book, from price and format (should we do this as an original paperback or hardcover?) to book jacket designs. If our account reps hate a jacket, we go back to the drawing board. We present titles at sales conference. We discuss titles at presales.

CB: What about blogs? Conferences? Bookstore events? How effective are each or do you recommend a combination?

SR: Oh, my. This is one of those questions that really depends on the author. I think blogs are great, and there is such a variety out there almost everyone can find a good match for him or herself. There are straight review blogs, of course, but there are also a number of blogs that do author Q&A’s, accept guest blog posts, or will post podcasts and book trailers. In addition, there are blogs that serve as extensions of “traditional” media outlets, such as Papercuts (The New York Times), Jacket Copy (Los Angeles Times), NPR.com, and Washington Post Live Online. This is a market that is constantly growing and offering more opportunities. For any author, I would recommend researching literary blogs and reading them for examples and ideas. Once you get a feel for a blog, you can start coming up with ideas about how your book could fit in.

Specialized conferences are wonderful. As Cara knows, Ailen and I are both huge fans of Bouchercon for mystery authors. It’s such a close knit community, and it feels like every attendee is there for the love of a good novel. If you are a less well-known author, I think conferences and conventions are a much better option that a traditional book tour.

Bookstore events are good in some cases, and not in others. If you’re Tori Spelling or John Grisham, you should absolutely do bookstore events. People are going to turn out to see you no matter what. You lucky son of a guns. However, if you are a debut novelist with no real connection to a location, it’s hard to turn people out for these. Instead I typically recommend doing one big event in your home town, and perhaps somewhere else where you have a large community of family and friends who will come.

You should also look into reading series. There are some great series out there that set up a night with multiple authors…often at a bar! And everyone knows that drunk people are more likely to buy books (I just made that up, but I imagine it could be true). A reading series tends to have a built-in following, so it’s a good way to expose your writing to a new group of people.

Cara here. I really appreciated Sarah and Ailen taking the time to answer questions.Hopefully this parted the mist of publishing marketing and publicity somewhat. Does this mirror some of your experiences? Or does your publisher do things differently?

Cara Black writes the award nominated Aimée Leduc Investigations set in Paris. MURDER IN THE LATIN QUARTER, the ninth book in the series, was just released and is available online and at fine bookstores everywhere. In MURDER IN THE LATIN QUARTER, Aimée travels to the Left Bank unraveling the trail of a woman who claims to be her sister, murky Haitian politics and international financial scandals that lead to murder.

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CALENDAR OF UPCOMING GUESTS

Mark your calendar for the following guest bloggers at the Kill Zone:

Robert Gregory Browne, March 15
Neil Plakcy, March 22
Liz Jasper, March 29