Book Marketing Tips

Having one’s book rise above the crowded marketplace is difficult. What have you tried to get yours noticed — what has worked and what has not?

Brenda at the keyboard.

Such a pertinent question for all authors. It's been 20 years since my first release, and my marketing ventures have run the gamut from the good to the bad to the ugly.

First, the ugly.

I remember my first event was with about five fellow authors at a used book sale at a public school in the east end of Ottawa. It was the school's annual fundraiser and the books were being sold for next to nothing. Bad idea, therefore, to attempt to sell new books at a profitable price. Author books sold (for all 6 of us) = 0.

I used to agree to participate in just about any event that came along. My favourite misadventures included a turkey parade in a neighbouring village, and a plowing match at a different neighbouring village. Between the two events, books sold = 1. Selling one book didn't even begin to cover gas, time and humiliation.

Events such as these were not a total waste, however. I learned to be discriminating and only agreed to participate in events that attracted readers and book buyers. Yet, I've occasionally been fooled by these too. 

I once travelled to Toronto to be part of a street book fair that was spread out over quite an area with many tables, lots of authors, and no way to stand out. People were looking for handouts and freebies and those actually selling their books at a reasonable price didn't stand a chance. Books sold = 0.

Book signings in stores can also be hit and miss. I tend to do better in my own city but line up signings when I'm travelling. I had one at a Chapters in Regina several years ago - we were in Moose Jaw watching our daughter curl and drove to Regina for the signing - no publicity in the store and no absolutely no interest by anybody. Books sold = 2 (only because my husband bought them for people back in Ottawa).

I was once in Saskatoon on business as the communications advisor of an Indigenous retreat. I set up a signing one evening at the McNally Robinson bookstore. They had about 40 chairs set up for a reading and asked if I'd invited anyone. When I said no, I didn't know anybody in Saskatoon, the woman said, "Oh dear, normally authors have their own people come out. Well, we can scrap the reading." As the time drew nearer only two people were sitting in the chairs (I hoped not just resting for a minute), and I prepared myself for the humiliation to come. And then ... all of my colleagues from Ottawa began arriving (I hadn't invited them because it seemed inappropriate), bought books and filled the seats for my reading. I still think of them with immense fondness and gratitude. (a potentially awful situation turned wonderful.) Books sold = lots.

Now, more of the good.

An even better idea than bookstore signings are book clubs. The members buy and read your chosen book and will continue buying other books in the series. They also tell friends about you and your books and this results in more invitations. I've even done virtual book club visits with clubs in other towns and cities. Recently, a woman at a book club asked if her charity could raffle off a book club visit and a couple of my donated books, and I said of course. This resulted in meeting a great group of new readers and helping out a cause. She's lined me up for another raffle this year.

Media and book reviews in traditional outlets have been terrific for sales over the years, but these opportunities are becoming scarcer. I've been fortunate to connect with a couple of local community newspapers and a local tv station and recommend fostering relationships where possible. A good website and social media are also imperative for getting the word out. I've maintained a personal blog for a number of years, talking about my writing and projects, and this keeps me in the public eye. I'm surprised sometimes by the number of people who read the blog and comment, either through social media or in person.

I can't stress enough the importance of getting to know booksellers and librarians in your town and region. Booksellers will hand sell your books, hold signings and recommend you to festivals or other events. Likewise, librarians will order in your books and help to spread the word, and word of mouth is huge in marketing. It's the intangible, biggest factor in turning your book into a success and rising it above the multitude.

I'll end here with a few last truisms I've learned during my two decades in the book business. The best way to sell books is gently. In my experience, the aggressive sales approach doesn't work in the long run. (Someone told me only last week about a woman who forced her book on a customer in a bookstore, even signing it to them. The customer left the book on a shelf before leaving the store.) I will also add that you should stay true to yourself and to your values, as in any business. Accept opportunities that stretch your comfort zone and don't be afraid of failure. When this happens, refuse to become discouraged. There will always be another opportunity. Think of marketing as a muscle that strengthens the more you work it. Control what you can control and accept the rest with humour and grace.

Website: www.brendachapman.ca

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