The Art of Promotion

As writers, we are often told that promotion – publicity and marketing – is half the game. Are you aware of other writers’ promo influencing you?

Brenda here.

Yes, the belief that writing and editing a book is the end of the writer's part in the publishing process has been many times debunked. After the book's release, publicity and marketing will also fall primarily on the writer's shoulders even if unwelcome. How many writers have thought as they're heading out the door to an event, all I want to do is stay home and write.

Like any skill, it takes time to become comfortable and proficient at marketing/publicity, and learning from those who've been successful is a good place to start. I remember going to my first Bouchercon in Baltimore, where several big name and lesser known authors sat on panels. It quickly became clear which authors were more comfortable, and accomplished in front of a crowd. The ones who'd been in the business a while and experienced success told funny and interesting stories, interacted with the other authors, and didn't talk about their book unless asked. This appealed to my reticence to pound people on the head about my own book, and my goal not to bore anyone. This also helped me when I was alone on stage or giving a workshop - while the goal is to sell books, it shouldn't be the focus of the presentation.

When I started in this business twenty years ago, most of the authors at events were handing out 'bling' with their name and book cover, such as key chains, pencils, erasers ... you name it. I accumulated a lot of their stuff at book conferences, but can't say it enticed me to purchase their books. I decided bookmarks with my contact info were enough bling, and my publisher supplied them. Win win.

Following other authors on social media is another great way to figure out your marketing style. I sat in on a webinar where the author sent out about twenty messages a day on the sites. She had them all preset to post, about one an hour. I decided this wasn't for me. I write a Saturday morning blog about my writing week and upcoming events, but it's short and sweet, and I take the summers off. I don't tend to post otherwise unless I have an event coming up or photos from events. 

Another publicity lesson I've learned from watching my fellow authors is to seek out new opportunities and to open myself up to new experiences. As I recently said to my husband, "It's often the event I dread the most that turns out the best." And some I don't dread can also turn out great! Eight local crime fiction authors got together this past week for an event called Crime for Christmas. We met at a local legion and did a ton of media beforehand - the people came out in droves and bought books by the armful. It was also a fun opportunity to catch up with writer friends I hadn't seen in a while and to meet a few new ones.

While I've done many store signings over the years, it was another author I met at a book conference who told me he didn't find those worthwhile and spent his time visiting book clubs. I began to actively pursue book clubs, but kept up the book store signings, since I find both a way to meet new readers, and building relationships with bookstore owners, managers, and staff is important. I found that I love the book clubs - so many interesting, fun (mostly) women, and every group just a little bit different. Some have taken me for lunch or dinner, had me to one of their homes for wine and appetizers, others met over tea and scones ... the last club took me to the Ashton Brew Pub, a place that features in my latest book Fatal Harvest. 

The biggest lesson I've learned from my fellow authors is persistence, to never get discouraged even if an event doesn't go as planned, and to continue seeking out new opportunities. Find your own marketing style and hone it over time through practice and a willingness to share and learn from other authors. Building readership is a long game, and the journey can be fulfilling if you relax and enjoy the people you meet and the friendships made along the way.

Website: www.brendachapman.ca

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Bluesky: @brendachapman.bsky.social 

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