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Book
Promotion: Onus Or Bonus?
An author recently posted a question on following up with
contacts to one of the many online groups I frequent. I got the
feeling that they might have been hoping to avoid doing the
follow-up they were mentioning. Publicist Stacey Miller
responded, in part:
"Sounds as though you're looking at follow-ups as a chore. If you
change your perspective, and see them as an opportunity, you
might find that they're a whole lot more effective."
Wow. Stacey hit the nail on the head- and not just for following
up, but for book promotion in general. Most of the authors I've
heard from over the years think of book promotion as a chore,
something they have to do because everyone is telling them to do
it. Their reasons for disliking promotion are varied, but the
result is the same: their distaste shows through in everything
they do from writing press releases to book signings, etc. Sure
enough, their efforts tend to yield less than stellar results,
which increases the frustration level and decreases effectiveness
even more. A vicious circle indeed.
People radiate energy, called "vibes", that gets picked up by
those around them. There's no mysticism here. Every little thing
we do, from tiny voice inflections to the barest hints of
posture, position, and facial expression betray our true feelings
no matter what we're saying or doing. Take a look at any
gathering you ever go to. You'll immediately spot the people who
would rather be elsewhere. And everyone everywhere spots your
vibe a mile off. There's no hiding it or turning it off.
Think about all the times you've been approached to purchase
something or otherwise participate in some event. Which ones did
you accept? Which ones did you decline? Now think about the
presenters in each case. What was it about them that helped you
make your decision? Have you ever declined something offered by
one presenter only to accept the same thing from another? The way
in which a message is delivered is just as important as the
message itself if not more so. A great presentation can make a
so-so product far more appealing than a great product with a poor
presentation. Think about going out to dinner. Would you rather
be at a decent diner with a cheerful waitress or a five-star
restaurant with surly service? You see my point. If you see book
promotion as a chore, as drudgery, you will radiate that and the
people you're trying to sell to will pick up on that. Your sales
will suffer as a result. Fixing this requires changing your
outlook.
But how in the world do you go about changing your outlook?
It's not that hard. In fact, it's pretty easy...
The first thing you need to do is remind yourself of your place
in this universe. We keep forgetting this simple fact, but each
and every one of us is a truly unique being. In all the billions
of galaxies that make up this universe, there is no one exactly
like us. Think about that for a moment. It's a pretty heady
realization, isn't it? Let's take this a bit further. As a unique
being, your voice is also unique. People flock to museums to see
unique works of art. People see the same play over and over again
because each experience is a little different. We value
uniqueness. Sure, it's hard to compare Michelangelo to a new
author in a sea of new authors, but the idea remains: You are
unique, with a unique voice that deserves to be heard.
Second, If you've read my previous articles, you know that I take
a pretty hard line on marketing by pointing out that failure to
promote one book will make getting more books published that much
harder. That's true, but let's turn this argument around. Most
authors don't promote their books effectively, meaning that most
books lose money for their publishers. But what about you? If you
take promoting by the reins and make a go of it, your book sales
will surge. Your publisher will see your success and be far more
inclined to keep working with you. They may even offer you some
assistance not normally given to their authors as further
incentive. The more promotion you do and the more effective it
is, the better you'll be received- and not only by your
publisher.
Third, whether it's rejection or dislike of public appearances,
many authors fear promotion. It's hard to walk into a bookstore
and ask a manager buried under solicitations to take your book
seriously. It's hard to stand up in front of a group of people
and start reading your book. What if they don't like it? Here's
an experiment I want each of you to try: Strike up a conversation
with a stranger. When the inevitable "What do you do?" question
gets ask, tell her or him that you're an author. Watch their
eyebrows shoot up and their eyes sparkle, and brace yourself for
a flood of enthusiastic questions. Try this on several more
people. You'll get the same reaction every time- or at least
often enough to be far more than coincidence. People love
creative people! You see? You have nothing to fear. Don't like
strangers? Well, all of your friends and family were once
strangers. A stranger is nothing more than a friend you haven't
met yet!
Fourth, most authors know the importance of a good review. Every
day, I see posts bragging about great reviews. Has anyone
reviewed your book? If not, get reviews! And if so, what has the
response been? If positive, that's great. It means that people
like or even love your book. And not just any people: reviewers
read books day in and day out and must be some of the most jaded
folks you'll ever meet. A positive review from them is like gold
and means one thing: You've got a winner on your hands!
Let's recap:
You are a unique being with a unique voice. Promoting your book
will yield results and make your future efforts easier. People
love authors. If you've gotten positive reviews, you know you
have a winning title.
I could go on and on with this topic, but I think you see my
point. Promotion is anything but a chore. It is your opportunity
to show yourself off to the world, make new friends, find new
fans and readers, and maybe even sell books. It's a journey of
discovery, both of self and others. The absolute worst that can
happen is that you'll meet some great people. The best? I leave
that to your imagination.
Adopting a genuinely positive outlook to your promotion will work
wonders, both for yourself and everyone you meet. Don't be like
Willy Loman in "Death of a Salesman". Expect success. Plan for
it. Then go out and make it happen. You deserve it!
Just my 2 cents' worth!
Anthony Hernandez, creator of: Marketing Your Books: A
Holistic Approach & Getting Published: End To Beginning
& Selling Your Books: A Roadmap For Success endorsed
by Jay Conrad Levinson & Dan Poynter available from
Dawnstar Books
Mr. Hernandez is a guest author for American Book Publishing.
© 2002
Anthony Hernandez *All other trademarks used by permission. All
rights reserved.
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