Blogger: Mary Keeley
Location: Books & Such Midwest Office, IL
In my grandparents’ day, news and information passed efficiently in “over the fence” conversations with a neighbor, in local groups, or at church. This contributed to a strong sense of community whether a person lived in a small town or an urban neighborhood.
Today, we’re witnessing continual advancements in technology, the explosion of social media, and more frequent travel for work, school, and pleasure multiplying our “community” exponentially. The potential benefits of these new cyber word-of-mouth marketing opportunities are clear. An author friend told me he sells more books through Twitter than anywhere else. And publishers will tell you that word-of-mouth marketing is still the most effective means to promote books, not to mention the most cost-efficient. It only makes sense then, to invest time, thought, and networking energy to put together a personalized word-of-mouth campaign—in time to include with your personal marketing plan in your book proposal.
From my perspective, though, there is an important component in the old over-the-fence word of mouth that these social media lack. Here is a familiar example. When I meet with an author at a writer’s conference, we’re interacting “live.” The benefits of this face-to-face communication can’t be underestimated. In our live conversation, much nonverbal information is being shared that social media simply can’t duplicate. The opportunity for an author and me to connect in person benefits both of us. I remember authors I’ve met in person and their projects, and I get an initial impression of what it might be like to work with him/her as a client. The author has my undivided attention to communicate the vision for the book and expand on information in the proposal.
This same in-person advantage translates to your word-of-mouth connections with potential buyers of your book. Make in-person contacts with local groups, churches, and media early in the process of writing your manuscript. Don’t simply call or send an e-mail to introduce yourself. When you tell them about your book and ask them some relevant questions, they’re bound to feel a personal connection to you and your book. When it’s about to be published, your personal connection is already established and you are ready to prime the pump for word-of-mouth buzz. That’s the point: In-person connections can be the component that jump starts and accelerates this marketing engine.
Suggestion: Start to put a little money away regularly for travel expenses. And I encourage you to take advantage of Library Insider, the new, one-of-a-kind service Books & Such offers to clients. When your book is about to be published, choose libraries in states you want to contact to set up a personal visit and offer to do a reading of your book. Once you get a commitment from a library, contact bookstores in the area and offer to do a reading and book signing. These efforts multiply your word-of-mouth potential for book sales through a targeted, cost-efficient plan.
Do you have stories to share in which your in-person interactions made a difference (they don’t have to be about promoting your book–personal interaction is beneficial in lots of situations)? Any tips you can share on what worked for you?
Thanks, Mary. I’m unpublished, but at the point that I’m trying to soak up all the marketing advice I can find. This is good information.
I’m at the library a lot and reserve a small room to meet a critique partner there. This post made me realize that I need to be more open with the librarians about my writing so, when the time comes, they’ll be expecting me.
I’m also telling more people than ever about my writing, something I used to keep “in family.”
Mary,
Even in our techno world, I don’t think personal contact can be replaced. Meeting someone you have connected with through one of the social media mediums is exciting and fun.
I like the idea of using the “Library Insider,” but after reviewing it, I have a few questions. Since I’m not a published author at this point, I guess those questions can wait.
At what point do you begin telling people or groups about your book: while it’s still in progress, after you have an agent, when you have a contract with a publisher? I’m hesitant to share just yet, except with close friends and family.
I’m impressed with the practicality of your suggestion to start saving for travel expenses…I think this is great….it’s like believing in yourself enough to make a monetary contribution to your future!
In certain businesses,(restaurants) like the tea room I used to own, customers wanted to meet/know the “owner”. They loved bringing their friends and introducing them to something and someone they valued. I am assuming it is the same in the book business.
Thanks again for a helpful post!
Thanks for this important information. When each of my books released, I sent out bunches of press releases and media kits (including copies of the books) to local radio and TV stations, churches, colleges and universities, and other such organizations. While I did get some good responses, there was room for improvement.
I definitely think next time I will make the investment of time to deliver media kits in person. Time will always be a limited resource, but when it makes all the difference, it is priceless. I agree that in-person communication still offers an edge over all that Cyberland has to offer.
Looking forward to more of your posts this week. Have a great one!
The one-on-one or small group discussions I’ve had about faith have been invaluable. Whether I was asking specific questions related to an article I was writing or just discussing faith topics, these conversations have deepened thought, providing varying perspectives, and served to build fellowship. When those discussions have included news of my writing (of which I’m still building up confidence to share), many of those folks have become interested and supportive of my blog and articles.
I do love the availability of connections through social media and the internet, but like you said, I value face-to-face time. One example: I’ve made some great beginning connections through blogging and my online critique group. This summer, many of us will get to meet in person at a writing conference and I’m beyond excited!
Thanks for these thoughts, Mary.
I like your thoughts,
“When I meet with an author at a writer’s conference, we’re interacting “live.” The benefits of this face-to-face communication can’t be underestimated. In our live conversation, much nonverbal information is being shared that social media simply can’t duplicate. The opportunity for an author and me to connect in person benefits both of us. I remember authors I’ve met in person and their projects, and I get an initial impression of what it might be like to work with him/her as a client. The author has my undivided attention to communicate the vision for the book and expand on information in the proposal.”
I’ve taken it into consideration for the next conference I’m attending, Northwest Christian Writers, in May. It really made an impression on me! Thanks, Mary!
Donna
This is a great idea!
Doing a reading at a library would certainly aid in having a book read, but would it increase sales?
It seems that each person at the library book reading who was interested in reading the book would simply borrow it from the library.
Yes, I want people to read my book, but it would be nice to have them buy it too!
This is a great post, Mary. As much as I am a huge proponent of online book promotion, I also feel you can’t beat that face-to-face meeting with a potential reader, or as is often in my case, the parents of a potential reader.
I volunteer at the school library once a month, and I got to talking with one of the moms toward the end of last year about how hectic the Christmas season in. I mentioned how I was even busier because I was promoting my first book, which led to a conversation of what the book was about. I ended up selling her two autographed copies a few weeks later.
We connected first as moms, then as Christians, and telling her about my book seemed to make sense, since in the school library it can be hard to find Christian books about the meaning of Christmas.
Wonderful advice and I agree with you–there is truly nothing quite like a personal encounter. We all rely so heavily on email, blogging, twitter, facebook, linkedin, etc., that we sometimes forget the value of actually shaking someone’s hand and looking into their eyes.
I have conducted interviews both over the phone and on SKYPE, and I felt a much deeper connection when using the video capability of SKYPE. It isn’t an ideal substitute for an in-person meeting, but I find it more beneficial and gratifying than phone, email and other “arm’s length” encounters because of the ability to “see” someone. It offers interaction in a pseudo “face-to-face” experience.
Have you used SKYPE and what was your experience?
I established a Twitter account quite a while back, mainly to help promote my two existing novels. However, I’m sure that medium has much more potential than I’m utilizing at the moment. You mentioned a friend who sells more via Twittering than in any other way. I would love to see sample tweets showing how an average author can boost sales in this way, particularly for fiction books. Thanks!
Good Afternoon, Mary!
Though I’m in the very preliminary stages, I’m using the age-old art of word-of-mouth! I’m networking with my church family, author blogs, Facebook, and folks within my community. Recently, I began handing out business cards with my website/blog listed to generate interest.
At church yesterday, I had several ladies approach me (in the restroom even) to ask what my novel was about and where they could purchase it! I happily gave them a brief synopsis of my novel, and told them that the book hadn’t sold yet, but that I would definitely keep them posted as things progressed.
Also, my husband is spreading the word via the company he works for, and several people have expressed interest in having me do future book signings at THEIR churches! The question’s also been raised, where can they hear me speak?
Oh, goodness! I’m guessing “stealth mode” is a bit unrealistic if I want to write, be published, AND sell books?! : )
Thank you so much for the valuable advice about putting money away NOW for travel expenses! Very thought-provoking post today!
P.S. To Kate…Start telling your friends/family/the neighborhood’s dogs about your writing interests NOW. The earlier the buzz is generated the better! Just a humble opinion…
Thanks for sharing your experiences and suggestions. Kate, it’s not too early to talk about your book when you are interviewing someone or doing library research for your book. That would be a natural open door. They might even take a special interest and want to follow your progress. Or say, you uncover a little-known fact or story about the town that is your setting. Submit an article to the local paper–in person, if possible–and mention you learned this about their town as you were doing research for your book.
The more time you invest early in the process, the more efficiently your personal marketing will operate when your book is published . . . because by that time, you may need to be thinking about the next book.
Peter, there’s really no way to lose in promoting your books through libraries. They purchase multiple copies of popular titles–and there are no returns on sales to libraries as opposed to sales to book stores. And those who attend your book reading may decide they want to purchase a copy for themselves or to give as a gift. You’ll reap the benefit of personal connection with people, name recognition, and sales.
Thanks for sharing your great example, Cheryl.
Deborah, yes I have used SKYPE. I “met” a new client who lives in England via SKYPE, and you’re right: it’s the next best thing to “being there.”
Erin, I love your comment: “Time will always be a limited resource, but when it makes all the difference, it is priceless.” And thanks for sharing your helpful personal marketing experiences.
Mary and Cynthia,
Thank you so much for responding to my question about when to begin promoting my work….great ideas I hadn’t considered. You all are so encouraging and helpful! Thanks.
Thanks for this good post. I’m looking forward to interacting with you “live” at the Oregon Christian Writers Summer Conference in August.
Julie, I look forward to our in-person interaction at Oregon Christian Writers Summer Conference too!
Since fellowship is central to who we are, why would any author, especially a writer of faith, avoid building personal relationships? This has puzzled me for quite a while. Getting to know your fellow local writers can help strengthen your resolve to pursue your dream, not to mention serve to have a steady source of friendly blurbs for your book 🙂
Something that might be helpful to consider is building relationships with local journalists. Since space for book reviews is limited, having those relationships might help in having your book, or a book you suggest by a fellow writer of faith, be reviewed versus some novel celebrating violence and depravity. I like Erins’ idea about personally delivering the press kits, but unless you know any of the reporters you just might be directed to hand them over to the office secretary (my reporter friends have many tales about all the stuff they receive; some even leave it up to the discretion of the secretary to decide whether or not the item is worth their bother).