Know-How Exchange : Research/Metrics

Get good distibution for your book -- promotional collateral (posters, end cap displays), good PR containing video interviews, press releases, sound bites, webinars, tele-seminars, book signings, a sensational website, buy web traffic etc. There are a lot of tools at your disposal - use them.

I'd start by reading the following (and contacting the bloggers at booktour.com for their input):

https://booktour.com
https://www.scottberkun.com/blog/2005/book-tour-lessons-learned/

Hi Claudia--

When I'm not being a marketing consultant, I write a bestselling fantasy adventure series. I've been an assertive book marketer, and I think my sales have reflected that effort.

Even if you're not self-published, take advantage of the wealth of knowledge the self publishing industry has compiled on book marketing and non bookstore sales. Dan Poynter's book and newsletter are a great start, as is Tom and Marilyn Ross's book.

Now, let's get serious. No matter how great your publisher is, your book is your responsibility. Figure out your strongest target market, and go after it. You don't need much cash--mostly creativity.

You need a good website. Consider creating your own inexpensively with Citymax.com. Add your own audio readings with AudioAcrobat.com. Videoblog from your signings with a Flip camera and Muvee. Compile your own media list of web sites, blogs and reviewers within your genre, and send them press releases about your book launch, appearances and new projects. Partner with bloggers and sites in your genre to do an online event with interviews, excerpts and giveaways. Get yourself on Internet radio--there are all kinds of shows for every genre.

Now, get yourself a couple of social networking sites like MySpace and FaceBook. Publicize your web address and social networking address in your books and your PR. Build your opt-in list with giveaways. Upload a free chapter for people to read. Create an events calendar on your site and at BookTour.com. Make sure you're represented on sites like BookMarket.ning and Shelfari. If you're on Amazon, use your Amazon profile and ask your friends and readers to post comments. Get yourself onto Wikipedia and Amapedia.

Make friends with bookstore managers. If your publisher can't afford premium shelf placement, see if you can at least arrange great placement the week before you do a signing. Always write a thank you to the manager. (Not only do they talk to other managers, independent managers have the ability to recommend your book to BookSense.)

Gather good quotes from reviewers by sending out promotional copies to people who specialize in your genre. (Hint: you'll get more reviews faster focusing on web reviewers than on big newspapers).

Book tours are exhausting and expensive. But they can create buzz and publicity. Consider focusing first on everything you can do within a 3 hour area around where you live--no major travel or overnight costs. Send releases, create in-store posters with MS Publisher using your cover art, create shelf talker cards and make sure you have business cards with your cover art on one side and your book info, ISBN and contact info/web site on the other.

Spread out from there to places you can combine with visits to friends or planned vacations to decrease extra costs. Make sure you look for festivals and conventions for your genre--you'll get more bang for your buck. Ask to be a guest author. Team up with other authors in your genre to cross promote and share expenses on tour or at events. A blog is a must--you can even create a group blog with other writers you meet.

I'm doing all of this and have seen the value. You can find a link to my book web site from my company web site in my profile. Good luck!