Blogger: Mary Keeley
What does your mind conjure when you hear the word self-promotion? How we want to roll our eyes when we hear someone spouting on and on about their achievements, perhaps even embellishing them, in general conversation. There’s no avoiding it, writers must promote their books if they want to help their sales reach the level publishers need to see before they are willing to offer the next contract. But promotions can be done in a way that attracts readers rather than turning them away.
Recently, my husband received an email attachment from his high school class reunion committee listing the profiles of those who had submitted them to date. As he read through it, trying to remember names and faces, he came to one that was q u i t e lengthy. Bought this company and sold it; bought a bigger one. World traveler…lived here, then there, and there. You get the picture. It’s high school, mind you. Most classmates simply want to get together and reminisce. Rolling of the eyes. Self-promotion for writers has nothing to do with that type of self-glorification.
Self-promotion for writers is about letting the world know your book exists and that it will bless hearts and lives.
Cleanse your mind of the negative connotations associated with the term, and shift your focus to the readers you want to reach who will benefit from your book either for pleasure or for improving their lives. This is the purest motivation for the promotions you will undertake. The benefits of this shift are numerous:
- You’ll have clarity of thought as you craft your promotional materials and condense your pitch to an irresistible sound bite for your press release. The publisher’s publicity team will write one to send to larger newspaper, magazine, and TV outlets, but you may want to create your own personalized press release to distribute to local media and newspapers. If you are self-publishing, you likely will need to hire a publicist to write it or do it yourself.
- You will be prepared to pay full attention to individuals at book signings. A reader will never forget you took personal interest in him or her and will enthusiastically want to promote your book to family and friends by word of mouth.
- You will be more relaxed and natural as you speak to groups when you forget about yourself and fully invest your attention on your audience. Multiply the genuine connection you’ll make by each person present at each speaking engagement you have. Multiply that number by the many others to whom these people will rave about you and your book. Get the point? This personal kind of connection has a more powerful effect on book sales than social media.
- When your focus is on the people you meet at the book signings, readings, and speaking events, you’ll absorb important nuances, felt needs, fears, and hopes from them which will kindle ideas for future characters and stories.
I love win-win scenarios. Plan your promotional endeavors, not primarily for getting all you can out of it, but instead from the perspective of how you can care for and show genuine appreciation for your readers. Both you and they will be winners.
What kinds of promotions have turned you away from an author? Which of your promotional efforts reaped the best results? Why?
8 Ways to Help Your Favorite Author*
Mary, this is such a helpful post. I haven’t yet reached the place where I need to focus on self-promotion/promoting a book. I love your mindset about focusing on people and caring for them as I let others know about my book. I will definitely keep this in mind if/when I come to this stage of the journey. 🙂 Thanks for sharing your insights, Mary. They are always appreciated!
You’re welcome, Jeanne. It isn’t too soon to be presenting yourself as a writer who takes an interest in your friends and followers on social media, dropping a tantalizing hint about your book’s setting and genre or the main character every now and then (without giving too much away). The win for you will be through their encouraging responses that inspire you to persevere toward your publishing dream.
Thanks for sharing that thought, Mary. I appreciate it. 🙂
I’m not there yet either, but I love this encouragement. I try to blog in that way, to focus on my readers, make connections, and provide something valuable to them. You are so right, I find so much value in their thoughts and impressions. I think this is a good example of putting God first as well. (It’s not so much about us, but his grace in using us to touch the lives of others.)
So well stated, Lisa. Now to apply this reminder as a daily check on our perspective.
Mary, Thanks for the reminder that we are, after all, to lead with a servant’s heart. This applies to any endeavor.
So it does, G.G.
Love this post, Mary! I think one reason we all have those negative connotations associated with the term “self-promotion” is Twitter. It seems every other author on there is RAVING IN CAPITAL LETTERS ABOUT THEIR BOOK!!!! AND USING LOTS OF EXCLAMATION POINTS!!! We’re being told buy, buy, buy, but offered nothing in return. I love what you said about writers being most concerned about their readers–who are, after all, the ones we really want to bless with our efforts. If we can somehow keep the focus on God and how He might use our work instead of how much we profit from sales, etc., I think we will end up being much more effective all around.
Good point, Lindsay. It’s a fact of life that authors need to monitor sales and be savvy about choosing promotional tools that are most effective for them. It’s a rare author who doesn’t need the income. But beyond the business realities, if authors turn their focus to genuinely connecting with their readers, a loyal audience will develop.
THAT DRIVES ME NUTS TOO!!!
😉
Jennifer, you always make me smile. And laugh. 🙂
Me too, Jennifer! 🙂
Thanks. 🙂
I wonder if some of the “self-promotion” on Twitter didn’t directly come from the authors themselves, but through paid people who manage the author’s social media?
If it sounds too generic, too sales-like, or too pushy, I wonder if the authors tweeted them themselves? I’m just speculating, I suppose, you know, to find a balance in the discussion for whatever it’s worth or not worth.
I’m thinking of a scenario where an author might be new to social media, so they hire a company to create their website, and manage all their Twitter feeds and Facebook posts. Something like that?
In any case, I guess the authors themselves are still responsible for the self-promotion tweets since they come from their accounts…
Thought-provoking post for a Friday, Mary. Like the others, I appreciate how you say to shift your focus to readers. And I feel it comes down to what you want your ministry to say about you. In this way, I feel Christian writers have an advantage, because they are aware their gifts come from He who created them. This allows them to approach promoting their work with a humble heart.
In addition to Twitter, I would add LinkedIn to the self-promotion craze. Intended to be a place where professionals network, often I receive messages from my connections about their books: new releases, freebies, and requests to like their books on Amazon. I just delete them. Another curious thing about LinkedIn is endorsements. I am being endorsed for skills by people I don’t even know personally. I’m guessing their thought is I will return the favor, but an endorsement should mean something. I only endorse those I know and for skills to which I can attest.
Remembering where the gift of writing comes from “allows them to approach promoting their work with a humble heart.” Great reminder, Cheryl.
I’ve had the same experience with endorsements on LinkedIn that you describe…and responded as you did. The result, if such insincere (shall I say dishonest) endorsements eventually become common practice, will be a devaluing of the reliability of ALL endorsements. The same can be said about social media as a whole. High numbers will have less value as more writers add friends and followers solely to boost their numbers, because those numbers won’t translate to an accurate indicator of potential book buyers.
Oooo, I completely agree! I don’t enjoy Twitter very much anymore because it has become one long series of advertisements. Same thing with Linked In and its endorsements. I’ve even opted out of most Facebook groups for the same reason. All the same, it is through social media that I’ve “met” interesting and wonderful people and have been exposed to ideas and opinions that have expanded my world in so many good ways.
My day job is in fundraising. I suspect asking for money for a cause and asking someone to buy your book can feel the same–daunting. When fundraising, I remind myself I’m not asking for money for ME, I’m asking for money for the children I’m passionate about serving. When it’s time to promote my book, I’ll need to remind myself I’m not promoting ME, I’m promoting a God-given message I’m passionate about sharing.
Sarah, you hit the nail on the head: “…I’m not promoting ME, I’m promoting a God-given message I’m passionate about sharing.” Of course, writers do have to promote themselves and let readers get to know them. But it’s important to approach it from the right perspective.
“a God-given message I’m passionate about sharing” Thank you for this reminder, Mary. It’s not about ME, it’s about the MESSAGE. That does help make promotion feel more comfortable. And, it opens up more creative ideas for how to do this.
Love this, Sarah!
I love that perspective, Sarah. Knowing that our work is a product of God’s gifting and calling shifts our vision. Remembering that our words are to always be edifying and benifitial in any arena makes that God-given message so much more meaningful, and it is a great tool to get ourselves out of the way.
BENEFICIAL….where’s spell check when I need it?;)
Sarah, thank you for the reminder! Focusing on God and His purpose for my writing is an excellent modus operandi!
Excellent way to look at it, Sarah. I’ve struggled with the thought “Why should anyone listen to me?” I’ve forgotten that it is Jesus to whom I’m pointing, not myself.
Thank you for an encouraging post. I’ve been taking mental notes at each book signing I attend. And you are so right about the….”pay full attention to individuals at book signings. A reader will never forget you took personal interest in him or her….” Acknowledgement is extremely gratifying.
Recently Jan Brett, the well-known children’s book author, visited our local Barnes & Noble. She gave a book talk and demonstrated her illustration techniques. I missed this though, because I was in the very long-winding-around-bookshelves-line to have her sign the books I purchased. I didn’t mind the wait, it turned into a very social event. And Barnes & Noble, wonderful promoters that they are, sent over a lovely young woman to take drink and food orders.
Jan Brett’s husband periodically visited the lines with cute buttons, extra signed printed bookplates(Jan was only signing one book per customer—there were over a hundred of us), and posters for teachers.
When at last it was my turn, she graciously ask personal questions, looked me in the eye and acted like we’d met somewhere before! If you had a camera or your phone, she would pose with you while a helper took your photo.
Even though I waited two hours in that line, I have fond memories and would do it again…and I will continue to buy her books for my grandchildren!
Now, the worst book signing: the author continued to look over my shoulder, acted like it was a pain to make small talk and gave me the impression I should just hurry along. (There was no one behind me!) Guess my response to buying anymore of those books…
Thank you again for wonderful ideas and have a tea-lightful Friday!
Kathryn, thanks for sharing word pictures of two stark contrasts and the consequences of each. Let’s just say the author at “the worst book signing” was an extreme introvert, uncomfortable making conversation with people they don’t know. My advice to him or her: Even introverts need to show genuine appreciation for and connection with their readers. Their future as an author rides on that.
Like Lindsay, I dislike the opera warm-up authors. You know them, they sing “me me me me me!!”
Someday, when I’m signing books, there’s going to be a chair for my reader to sit in, chocolates and mini fry breads for everyone.
I’ll be there! 😉
You made me giggle, Jennifer. And I want to come to your book signing!
Now that’s connection, Jennifer!
Outstanding advice! I have often wondered what to do with “self-promotion” and “selling yourself” in resumes, interviews, and now author bios and perhaps future marketing. I’ve been staggering around between the wisdom from Proverbs, “let another’s lips praise you and not your own,” and the reality of having to “get the word out.”
Placing the focus squarely on the reader is the perfect outworking of “considering others better than yourselves.” It also beautifully demonstrates the biblical wisdom of achieving “greatness” through service.
Amen, Shauna. And when authors focus on their readers, they don’t have to wonder how they are projecting themselves. They also have the joy of fulfillment that they have given back to their readers.
I went to a book-signing with Robert Schuller over thirteen years ago. He has that smiling eye-crinkle that is so warm and inviting, and it seemed that his entire attention was focused on me, despite the incredibly long line. Never once did he break eye contact, except to sign the book. Fast forward eleven years to a book signing with a different author. He smiled, but when someone walked up behind me with their book, he looked at her. I’m not saying he wanted me to move on, but his attention had shifted and I figured I was done. I still buy this author’s books, but it broke the magical spell of Meeting The Famous Author. I know it’s hard to stay focused on one person in a busy place, but when an author can do that I think he makes a life-long fan.
Ahhh, very sage advice. The “eye crinkle smile” is contagious and loving and kind. The “oh, hey, who’s next” is exactly that.
My memories of Robert Schuller made me think of your comment, Jennifer. I would have loved to sit down and have a cup of tea with him.
I got to meet Jan Karon and she made the effort to connect with each reader that way. I loved her already, now she’s one of my heroes!
Though she did slip out of the adorable heels she wore for her reading and greeted us in slipper-style flats. A tip all of us should remember!
Excellent tip, Sarah! Getting into more comfortable shoes indicated a more personal, intimate approach. Friends, not just fans. (Or am I getting all weird, here? 🙂 )
Wow, what a great visual, Meghan. I want to be the crinkle eye smile focus on the person in front of me author. Thanks for sharing the contrast.
Mary, such wonderful reminders! (I had to smile a bit at the email attachment your husband received. How about this reminder on a class reunion notice: “…and be sure to bring your boats, your clubs, and extra cash for a blow-out of a weekend!”
Inside my bedroom closet, I have Chronicles 4:10 taped to my wall. It’s more than “just a scripture.” Jabez’s words humble me and remind me why I’m writing in the first place.
Funny, Cynthia. Those people definitely aren’t concerned about connecting with their classmates, and probably aren’t aware of what they reveal about themselves.
Interesting location for your scripture note, right where you start your day’s routine. Thanks for the great idea.
One of the biggest turn offs is when a writer criticizes either the person scheduling the event or those involved. It leaves a bad taste.
Great thoughts, Mary! Making a friend is more likely to build readership and is so much more rewarding!
I agree, Michelle. Genuine connection with your readers is rewarding…and fun!
While getting some books, I once attended a authors book-release party out of pity, since I noticed that there was hardly anyone else there except for her friends and family.
The author read from her book, and it was terrible. I wondered how she got published.
That is the sort of self-promotion, though, that I see far too much of. Where overall the author just appears to be clueless, and wonders why no one buys their product. Not saying that every writer needs to have a Masters degree in marketing, but, for example, when an author does a public speaking gig or a book signing and is clearly nervous or uncomfortable, or when their Twitter feed or blog reeks of “cheap controversy” / unrestrained socio-political raving, then I question not only the author, but their publisher as well.
Yes Larry, those are potential consequences when authors don’t connect with their readers. Clueless is a good way to describe an author who doesn’t recognize his or her controversial political comments may be driving readers away.
I can’t stand constant self-promotion on Twitter to ‘buy my this’ and ‘read my that’. Social media, as a means of promoting others, promotes the self, IMO.
So, yes, when you make it about others, it serves a greater purpose.
Thanks for your comment, Brendan. I’ll add that by focusing on the readers, authors serve themselves in a positive light.
This is so helpful, Mary–though I’m not at this point yet, self-promotion has sounded like such a tricky topic. Thanks for showing us how we can do it in a Christ-like way!
You’re welcome, Kiersti. It’s never too soon to begin developing connections with potential readers of your future books.
We *could* do them together…cuz, we do have sort of a theme going…only we should make the fry bread outside.
Promotion is HARD! I’ve found myself dreading the tweets, the blogs, the web updates. But then I realized I’d taken my writing and turned it into a chore.
So, I changed my attitude.
I don’t update social media b/c I HAVE to, I do it b/c I WANT to. I want to reach out and touch others with my writing. I want to find people I have a connection w/ through love of mysteries. I blog about mysteries now, and that is super-fun. I do interviews with other mystery authors, which is awesome. I tweet about books, writers, mystery shows, not just my release date. It’s turned into a celebration, which is the way it’s supposed to be 🙂
Stephanie, I’m happy for you that your change of attitude made such a big difference. Thanks for sharing.
This wise advice makes me want to keep writing. Thank you.
Kathy, I’m so glad it was helpful.
I think this is the hardest part about being an author; finding that balance so that I’m sharing rather than shoving, caring rather than crowding, and being passionate rather than pushy. And when I go hungry if I don’t sell, it’s really easy to tip the scales, isn’t it? I really do feel like a tight-rope walker in this industry. And it’s not just selling to readers. It’s also knowing how much to promote yourselves to agents, editors, publishing houses, etc. without going overboard there.
Good post, Mary.
Blessings,
Becky
You’re right, Becky. That’s one of the difficult parts of being a writer, but it’s all worth it when just one reader tells you that your book made a difference in his or her life. I get myself into trouble when my eyes are on me instead of on those the Lord has put into my path to direct toward Him with a bit of kindness and caring, because often that’s all it takes.
Becky, finding he balance is important. But editors, agents, and sales and marketing staff at publishing houses want to see authors promote themselves. A lack of it is a yellow flag that the author won’t be much help in promoting his or her book. But the self-promotion should be visible through friendly confidence, professionalism, and passion for the book.
I could easily promote the living daylights out of someone else’s work, because I’d be bragging her/him up, and not myself.
There is such a fine balance in self-promotion, isn’t there? I was just talking with my mom about this very thing yesterday. I told her that when people compliment my writing, my parenting or any area of my life, the first thing I try to remember is that they’re not really complimenting me, they’re complimenting God in me. His hands, his feet, his talents, his wisdom, his love – channeled through my life. I feel so much more satisfaction when I keep this perspective, because I know in my own strength I would fail miserably. If we keep this same perspective when we’re promoting ourselves, it’s much easier to do. When I’m published one day I will confidently promote God’s work in my life and be a good steward by getting my book in front of as many eyes as possible – again with His strength. Thanks for the post, Mary!
“They’re complimenting God in me.” So well said. Nothing like taking praise aimed at us and sending it where it belongs!
Amen, Gabrielle.
I feel the exact same way when people compliment my writing, Gabrielle. I remember that it is God in me and I direct the praise to Him. 🙂
I find that a good regional or national Dog Show is a good path for self promotion and exposure . . . plus I get all those cool ribbons and trophies.
Sounds like a win-win, Donnie. Your followers get to know you, and you get all those awards. Nice.
“…shift your focus to the readers you want to reach who will benefit from your book…”
I loved this statement! This is what it’s all about. And, yes, simple pleasure in story is benefit enough for the reader and motivation enough for a writer to promote her book. There’s nothing wrong with saying, “I think you’re going to love this book because _______.” But you’re right, the author must be keyed into people and what they need and want. It’s basic supply and demand, but even deeper than that it’s do unto others as you’d have them do unto you.
Thanks for this post! It was affirming and freeing.
Right, Evangeline. If you have a developing connection and appreciation for your readers, they’ll know your motivation in that statement is to benefit them, not merely sell to them.
Thanks for the post. Promotion is something I’m looking at very hard right now.
I’m seeking a publicist as we speak for my debut novel, contracted with Pelican Book Group. But I’m creating interest now by showing everyone my cover art.
One person who turned me off was an author who self-published through a disreputable publisher and tried to hard sell his book to me. It didn’t help that he’d participated on a panel for which his only qualification was he’d done research on the subject for his novel. And he used it as a platform to promote his political views.
Best wishes with your debut novel, Bonnie. Now is a good time to start planning your promotions and attracting potential readers through social media.
It sounds like that self-published author may have a short career.
Thank you for the post, Mary. This is an interesting topic. Often, when I hear “self-promotion” I automatically think “shameless self-promotion.” But your post has given me something to think about.
Of all the author events I’ve attended, the best ones were where the authors shared something that helped the audience, and they were frank during the Q&A, speaking of their own struggles and imperfections, rather than put on an air of condescension. Readers are people too! When I attend one like that, I don’t forget the authors or their books.
OTOH I’ve attended a book-signing in which the author just scribbled and hurried through as if saying, “Next!” and “I’d rather be elsewhere.” With a line of people waiting for their books to be signed, and to have all of us so quickly dismissed like that… I don’t know what the other people thought, but I knew it was the last book from him I’d ever read because he didn’t walk what he had written in his books.
A couple of people I know attended another book signing in which the author talked to his readers one by one, signed their books, and got photos taken. It took forever to get their books signed, but they told me it was worth the wait because the author cared about his audience. When they got home, they ordered more books! Self-promotion worked.
Jan, thanks for sharing examples of your polar opposite experiences.
“He didn’t walk what he had written in his books.” Ouch. There’s a sure disconnect from his readers. Readers know genuine connection when they see it.
Mary,
This is something that has bothered me a lot. I just wanted to THANK YOU for sharing your perspective. I’m going to bookmark this post so I can come back and read it again and again.
Blessings!
Great clarity of thought about promotion. Keep the focus in focus. 🙂
Great conversation everyone.
Mary, what an encouraging post. I feel timid about promoting ‘me or anything I’ve done’ in any way at all and your thoughts put it into perspective. It’s the Christian theme of taking the focus off of us and onto others. I like what Meghan said about her encounter with Rober Schuller–that really spoke to my heart.
God bless.
I think this is increasingly important as readers/internet users get “promotional fatigue”. I know I’ve become increasingly sensitive to being promoted to, and have dropped from following blogs that do have useful information which gets buried under all of the self-promotion (or promotion of paid advertisers).
Since the best books are the ones that connect with individual readers, it makes sense that the best promotions do the same. I hate to default to the cliche of authenticity, but a genuine caring/connecting will win over many more readers once glitzy self-promotion machinery has moved on to next great thing of the hour.
It’s a fine line, but if we approach our self-promotion with an attitude of *serving* the reader rather than *impressing* the reader, it seems like everybody will win.
For years I published a Christian magazine, deliberately keeping the focus off myself. Now I have written a book and am blogging, too. I love the writing but struggle to find balance with this new promotional mindset. I realize I must switch gears if I am to have the opportunity to influence others for the Kingdom. Thank you for sharing your encouraging and helpful perspective.
Mary, everything you say is correct, but I still few a tad guilty when I promote myself and my work.
Such good advice. Thank you, Mary.