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Book Marketing and Book
Promotion
Using Book Signings
by Scott Lorenz
President
Westwind Communications
As a book publicist
I have a strong opinion about book tours. Authors tend to
think they are a great idea because they see Bill and Hillary
Clinton, Rachael Ray, Howard Stern and other big names out on
the circuit and think that’s the way to promote a book.
Frankly it’s just ONE way to promote a book and
is an element in the overall marketing of a book. The reality is
that unless you are well known it’ll be you, the flower vase
along with your book at the little table waiting for people to
approach you. Now don’t get me wrong, book signings can be very
useful and even if you don’t sell books it gives the media a
reason to write about your book right now in order
to promote the event. Without that reason to do the story
right now, they have plenty of other books to write
about since most reviewers are deluged with dozens to hundreds
of books every week. And that’s where I believe book signings
and book tours are most useful.
In fact, book stores that have turned down a
client will happily book them knowing a mention of their store
will be in an upcoming article. Westwind Communications has
obtained media coverage and then pitched a book store with a
guaranteed mention if they book the author. This technique
usually works. How can they refuse? The PR for the book signing,
which can be difficult and time consuming for them is already
done.
Book stores want enough lead time to put an
announcement in their newsletter, get a press release out to
their contacts, create flyers and in-store promotion. They hate
last minute plans, and who can blame them? So it’s important to
work a few months in advance if possible. But should you get a
media interview and you know it’s going to hit on a certain date
then it makes sense to pitch a book signing to the area book
stores and then get back to the media outlet to add that
appearance in at the end of the story.
Book stores also like to have the book available
in “their system” before booking an author signing. This means
that the book has to be available on their computer when they
look it up so it can be ordered through regular channels, IE
their own system, Baker and Taylor etc. There are exceptions to
everything and sometimes an author can bring books into the
store and sell them giving the store the profit from each book
as it would expect. But, that tends to throw a monkey wrench
into the mix and the big national chains tend to shy away from
this for one reason or another. Sometimes I believe it’s the
extra paperwork it creates. In the case of a short notice
booking you may have better luck going to smaller independent
book stores where the owner is on site. It’s there where they
may seize the opportunity. They tend to be more open at a chance
to book an author for an in-store appearance.
The bottom line: There’s no way to know how
you’ll be received in a book store, whether you’ll sell many
books or even one book. But, unless you try it you’ll be
wondering. So, my recommendation is to try it. See what happens.
Frankly, often what happens is something good that goes way
beyond simply selling a book. You might meet a local librarian
who’ll invite you to speak to a library group, or a member of a
book club who’ll do the same. You may find a member of the media
who’s looking for a new angle on a story, or just trying to get
some feature story ideas. After you’ve done a few book signings
you can see if it’s worth your time and effort. You may just be
surprised.
About Scott Lorenz
Scott Lorenz is President of Westwind Communications, a
public relations and
marketing firm that has a special knack for working with
doctors,
lawyers, inventors and authors.
His clients have been featured by Good Morning America, FOX &
Friends, CNN, ABC Nightly News, The New York Times, Nightline,
TIME, PBS, NPR, the Los Angeles Times, USA Today, Washington
Post, Family Circle, Woman's World, & Howard Stern to name a
few. To discuss how Westwind Communications helps its clients
get all the publicity they deserve and more, call 734-667-2090
or email:
scottlorenz@westwindcos.com . Visit:
http://www.westwindcos.com
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