Public Appearances: A Path to Success
It’s true that there are examples of reclusive authors who have somehow become successful. But they are few and far between. A much more reliable path to success is to get out in public and market yourself. The more ways you can connect with your potential audience, the better your chances of repeat book sales.
The first step is to consider the kinds of public appearances that will work best for you. Your options are wide-ranging and include book signings, public readings, speaking engagements, trade shows, author conferences and conventions, book festivals, and even mass media such as interviews on TV and radio.
The guidelines that follow will help you determine the most effective methods for staging the kinds of public events that can build appeal for your book.
How to Set Up a Public Event
Try to start on your public event campaign within the first six months of your book’s availability. You can only say “new” once, so capitalize on the freshness of your book when contacting media outlets.
Before making your contacts, compile your contact list and prepare a media press kit. Rehearse your “elevator speech” before you make any calls or compose any emails. Your job is to make your story as compelling as possible.
In your dealings with the media, don’t send your book’s price or ordering information. This will be perceived as advertising and will earn you a quick rejection. Only send this type of information when specifically requested. After your initial contact, always follow up, especially after sending materials such as a press release or media kit. Volunteer that you are willing to supply any additional materials the outlet may need to write a story, a review or conduct an interview. Media outlets are always looking for interesting “content.” Make their job easier by helping to supply it.
Tips for Specific Public Events
Book Signing Events:
Book signing are the most common public events for authors, and for good reason. Not only are they an excellent way to meet readers face-to-face, but they also provide a great sales opportunity. It’s no surprise that readers are much more likely to buy a book once they’ve met the author.
Once you have arranged your signing event, it’s time for some preparation. With the manager’s permission, arrange to display some event posters around the store. Pay a visit a day early to reintroduce yourself to the manager and check out the physical space. By now you should have also alerted local media to the event, perhaps even with an on-air interview promoting your book.
After the signing, leave some signed copies of your book behind to help customers remember you and leave some goodwill with the store’s management.
Book Trade Shows and Book Fairs:
For a venue that attracts an array of book enthusiasts, there’s no substitute for trade shows and book fairs, large-scale events that can expose you to booksellers, authors, book buyers, regional or national book retailers libraries, media and the general public. In addition to the obvious networking opportunities, trade shows and book fairs can be sites where you might host a seminar or a panel discussion, bringing you more exposure and adding to your status as an author.
Even if you don’t have a speaking role, you are still free to attend these events. Due to the costs, however, it’s always a good idea to research the event thoroughly before you enroll or commit to booth space.
Writers Conferences and Conventions:
There are conferences and conventions for virtually every niche interest, and if you can find a venue that fits your book’s subject, you’ve discovered a place that allows face-to-face interactions with potential book buyers. For improved name recognition and added credibility as an author, you might try securing a spot as a speaker at a conference. This might even be a paid position. Also, always have books on hand at these events should book selling opportunities arise.
Book Festivals:
Should the costs associated with trade shows and book fairs be too steep, you might consider a public appearance at a book festival where you can sell your book directly to the public and bookstore managers. A booth at such a venue still provides ample opportunities to promote your book, but without the pressure and expense associated with trade shows and fairs.
Book Readings at Libraries:
For many authors, a library is the ideal setting to connect with readers since it’s where most people first developed their love of reading. To arrange a reading of selections from your book, check with local and regional libraries. Often, a library will also allow you to sell your book at the same venue, so be sure to have plenty of books on hand.
Book Clubs:
Book clubs are where you’ll find a core of avid readers. Seek out book clubs in your area and arrange a special speaking event with the group. By the end of the event, you will have likely added to your book’s sales.
TV and Radio:
Broadcast media can be intimidating to an author, but there’s no mistaking its potential impact on your sales and popularity. You don’t need to aim for a spot on a major network. Local media outlets can be fertile ground for promotion. As a local author, your story might have hometown appeal. Don’t neglect radio interviews, even over the phone, and you can also promote yourself as an authority on your book’s topic so you might be considered for station commentary. Finally, don’t overlook local public access TV channels. These venues are required by law to provide community information and your role as a local author might help the station fulfill its mandate.
