One reader at a time …

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?

by Dietrich

My publisher Jack David once gave me this bit of advice: “Don’t guess what the book-reading public wants, because you never will. Just write the best book you can.” He also told me Elmore Leonard wasn’t recognized right out of the gate, but he just kept on writing. A New York Times piece back in October ’83 said this about Elmore: “Novelist discovered after 23 books.”

So from early on, I decided I was in it for the long haul, and I put my focus on improving my chops. As well improving my writing, I learned it was key to pen the best synopsis I could, and to always have an elevator pitch ready for when someone asked what the book was about. And it’s a good idea to have a carefully chosen book excerpt at the ready as well.

Of course, I never held my breath, thinking that was all there was to it, hoping for the best as far as promoting my books. I heeded the saying, “If you fail to plan, you plan to fail,” and I considered what I could do to get the book noticed. I was pleased (and relieved) to know there were publicists and marketers out there —  those who knew much more about it than I did — and they were the ones who sought out advance reviews, took care of sales catalogues, trade publications, and the like.

“The first page sells this book. The last page sells your next book.” 

― Mickey Spillane

I attended conferences and festivals, and there were the Noir at the Bar and LitCrawl events where I got to know other authors and readers alike, and I made many lasting friendships along the way. And although nervous about it at first, I discovered it’s great fun to read to an audience, both large and small, and the same goes for doing a live interview or a panel discussion.

There have been book tours, both in-person and online, as well as guest posts and podcasts, and all of these have been well worthwhile. The same goes for having a professional-looking website, which needs to be updated regularly, along with an up-to-date bio and event calendar. And there are the blog sites I contribute to regularly: Off the Cuff, and right here at Criminal Minds.

Although results may be hard to track, there are other way to promote books which may be worth considering: Social media ads and other paid promotion, teasers and trailers, giveaways, newsletters to build a mailing list, Q & As, merch (okay even a simple bookmark counts as merch), so you don’t need to go to hats and keychains and t-shirts.

I’m sure Brenda, Terry, James, and Harini will all have worthwhile tips to add to the mix, so be sure to check out their posts all this week.