Over the holidays, I received a great question from Jenny. She makes the very valid point that there’s so much focus on life before publication, because so many writers are striving to take that crucial step, and then there’s, perhaps, a dearth of information about what happens after. Here’s her question:
There is much information out there about the “publishing process,” what happens if/when you get “The Call,” and the time line of events that follow from contract to publication. I often find myself wondering what happens AFTER that. Should I be so lucky as to receive a contract for one of my picture book manuscripts, what would life look like for me, after the final product is ready to sell? You speak often of authors being required to become marketers to push their book once they are created. I can see where that is a crucial step, but what are the logistics of that? How much travel is involved? Are new authors flitting about, across the country selling their books? How much is accomplished electronically? What does ‘real life’ look like for a newly published author, trying to make a name for herself?
First of all, let’s dispense, for the moment, with the notion of an author flying around the country on “book tour.” In most cases, that is not going to be your reality because publishers are investing less and less in these brick-and-mortar-heavy strategies, especially for debuts. If you have the sort of marketing plan for your book that includes a book tour, you will be in the minority. And then you don’t have to worry about the logistics as much, because the level of marketing that includes a book tour will also include a support person on the publisher’s end to walk you through the finer details.
So let’s toss the idea of a book tour out for a moment. Sad, but true, you’re likely on your own. So here is what the life of a writer who has a book out (or is about to have a book out) looks like. There are two kinds of marketing you’ll be doing, passive and active.
- Setting up a simple informational website for your book, series, and/or yourself as a writer. Most of the content here is going to be “set it and forget it.” You can add a blogging function, to be discussed later.
- Set up a profile on GoodReads, flesh out your Amazon Author page, create a Facebook Page (rather than just your personal feed). The first two are rather static, the latter is more active. Make your book cover your profile image.
- Create paper marketing materials if you wish, postcards of your cover, etc. Have them at the ready.
- Create ways of people online to message you (via your Facebook page, for example), put a contact form on your website, and set up a mailing list submission form that collects email addresses on your behalf. I use Vertical Response, for example. It’s not going to knock your socks off with responses right away, but you’re building your list, regardless.
- Start being an active participant on publishing blogs, blogs specific to your book’s category (there’s a lively YA writing scene), Facebook pages (there are groups and communities for everything). When you’re active here, contribute to the conversations going on instead of just spamming people about your book.
- Look for timely articles that have to do with your book’s category, or your book’s subject matter. Post these on your blog, on Twitter, on your Facebook page, and in your relevant communities.
- Generate lists of contacts with youth librarians and bookstores with good children’s programs, starting in your area, and then branching outward. Your publisher may be able to help point you to resources for doing this. You can start reaching out by mailing those postcards you made.
- In the same vein, talk to buyers and event planners at bookstores and literary festivals, universities, schools, etc. in your area. Pitch them something of value instead of just “an appearance from wonderful me!” Say your middle grade deals with a character who moves around a lot. Call schools and say, “I’d love to give a talk on Thriving in a New Place.” Or however you want to brand it. You’re more likely to get speaking opportunities if you have something to offer, instead of simply a sales pitch for you and your book.
- Make connections with other writers who are being published around the same time, writers who you admire, and writers who are still looking to break in. They will be your allies and a great wealth of information, as long as you don’t just talk about yourself and spam them with sales messages.
- Join and get involved with the SCBWI. They will often have authors speak or do workshops at regional conferences.
- Reach out to journalists who have written articles about your book’s subject matter. Again, you should figure out what your hooks are. In the middle grade example, it’s that your character is an army brat and moves around a lot. That’s a topic you might be able to speak about. That’s a topic people might be interested in. So get on the radar of people who are writing about it. Offer yourself as an expert. It might seem weird to think of yourself that way, but once you’re quoted in one article, it becomes easier to get quoted in another one. Start small, with a blog or local website. From there, approach more journalists.
These are examples of what an author who’s about to be published or has recently been published should be doing. As you can see, a lot of this work isn’t going to pay off in obvious or immediate ways. By building a network of journalists, you aren’t going to get on the cover of Time next week. But the more seeds you plant, the more chance you have of something coming to fruition.
Ideally, you’re doing this a year before your publication date. Basically, as soon as you know that you’re slotted for Winter 2018, you start putting plans in place to do some of this stuff. You don’t have to do it all at once. And some days, you’ll have other things to do.
But you should hold yourself to the standard of doing some marketing every day. Reply to a message that comes in via your website. Post something interesting from Twitter to the YA writer’s Facebook group. Craft a blog post. Send five emails to librarians in your area. Call and ask to speak to the book buyer at your local bookstore. Call the English department of the university that’s having a literary speaker series. Maybe it won’t pay off, but maybe it will.
Most importantly, you’re getting in the habit of marketing, and of selling subtly, and of positioning yourself as an author with something important to say, not just a book to hawk.
For more marketing ideas, don’t forget to check out the Book Marketing Power Bundle from Writing Blueprints. It’s a wealth of ideas and information. I’ve gone through the program myself and can’t recommend it highly enough. The money and time you invest in marketing will only pay off exponentially in the long term, you just have to know what you’re doing, so you’re working smarter, not harder.