On June 12th, bright and early Sunday morning, I’ll be offering suggestions on how to run great book presentations and events at the California Crime Writer’s Conference in Pasadena. Which I’m excited about, despite the fact that it requires me to dust off my poorly honed Powerpoint skills. (And the fact that although I like to believe that I’ve given some great book events, others have been merely mediocre, and there was one memorable time when Simon Wood and I sat alone in a store playing Scrabble for an hour).
But today, I was offered yet another panel at the conference. In my opinion, an even better one entitled, “The Best and Worst Advice I Ever Got.”
The only problem is that it’s a mere hour long. And honestly, after just five years as a published author, I could probably hold forth for at least a few hours. I’m sure that Jim, Gilstrap, and Miller could carry it along for at least twice that long (in fact, perhaps we should host an impromptu version of the panel at the Bouchercon bar in St. Louis).
So I’m going to use today’s post to start consolidating my thoughts. Let’s start with the positive, shall we?
- Don’t quit your day job. Of course, if you received a seven figure advance, you might want to consider quitting it. But it’s a good idea to wait and see how that first book sells before you march into your boss’ office and hand in your resignation along with a few choice words about where he/she can stick it. Far too many authors have fizzled out after a few books (particularly those who didn’t even come close to earning out those huge advances).
- The majority of the marketing burden rests squarely on your shoulders. At the first conference I attended, many of my illusions were shattered when I learned that it was highly unlikely that my publisher would organize (or pay for) a book tour, advertising, or even bookmarks. Sure, it happens. But more often, it doesn’t, which means that much of your writing time gets devoted to figuring out whether or not people really want magnets of your book cover (more on that later, in the “worst advice” section).
- Don’t spend your entire advance on marketing. Seriously, don’t. There are people who will tell you to do just that (so let’s consider that an addendum to the “worst advice” column). If the advance is just gravy to you, then sure, it might be worth it. But the sad truth is that most marketing dollars end up getting wasted. It’s all a matter of picking and choosing. And hey, you’ve managed to get an advance. Go out and buy yourself something nice with at least part of it, preferably something other than magnets.
- Use the Social Networks Sparingly. In January, Sisters in Crime released a comprehensive study of what influences mystery readers to purchase books. And the social networks (including book specific sites such as Shelfari and Goodreads) came out at the bottom of the list, below author newsletters and postcard mailings. If you use these websites as your virtual water cooler (as I tend to), then enjoy them. And yes, you will occasionally sell a few books thanks to them. But they won’t help you hit the bestsellers list, and they tend to suck away writing time like an out of control roomba.
- Send a quirky mass mailing to every independent bookstore. This advice came from an renowned author who claimed that sending a copy of a profile piece from a major paper along with a personal note to booksellers propelled him into the top ten on the New York Times list. Who could argue with that? So for my debut novel, I spent a serious chunk of my marketing budget (and countless hours) coming up with a cute, quirky tie-in to my storyline (wood chips burned with runes, if you must know), and a letter introducing myself and the basic plot. It was during the third event on my tour (the tour I organized, of course) that the bookseller gave me a blank look when I asked if she’d received the mailing. She proceeded to pull out an oversized garbage can, pointed to it, and said, “I fill this up twice a week with the crap people send us. We don’t even bother opening it anymore.” Ouch. Lesson learned.
- Flog that book on the social networks like it’s a half-dead mule carrying twice its body weight up a mountain. Okay, no one actually ever told me to do this, but apparently someone is offering that advice. Because every day someone on Facebook adds me to a group created solely to promote their book, or adds my name to their newsletter list, or tweets repetitively about it. I’m not saying that there isn’t a place for some BSP, but there is definitely a line, and far too many people are crossing it these days. I finally stopped participating in Amazon reading groups because half the postings were shameless plugs. Enough already. As noted above, a grand total of 4% of book purchases can be credited to Facebook and Twitter.
- Hire a publicist. Oh, how I rue this one. Even more than the rune mailing. Because unless you’ve got a hardcover book coming out with a major hook, and the cash to hire a serious promotional firm (five figures, not four, generally speaking), a publicist is a tremendous waste of cash. Thanks to mine I ended up on a radio call-in show based in Tuscaloosa whose host was a conspiracy theorist with a fondness for sound effects, particularly air horns. And I was a guest on the show for two solid hours before finally asking, on air, how long I was supposed to keep talking. When he said, “All night, baby, we’re just getting started,” I hung up. They weren’t all that bad- but I very much doubt that anything the publicist did helped.
And now it’s time for audience participation. Let’s hear it: the good, the bad, and the just plain ugly advice…