Yesterday, we began the conversation about tips for setting up successful book events. Let's continue today.
A book is published somewhere in the world every thirty seconds. If you want to have a a successful book tour, it helps to be a well-known author or celebrity and to employ your own publicist. Since that's not us, we need a different approach. It's a lot like the struggle to get published. You get used to hearing "no," but if you keep looking, you start to find stores that will say "yes." We need to build relationships with individual bookstores and with the customer relations manager in the store.
Although independent bookstores are dwindling in number, they are generally a better fit than the big chains for the up-and-coming author. Small bookstores often look for events that can attract new customers. And you can talk directly to the owner or manager. When I'm trying to plan ahead for book events, I make it a point to drive to just about every independent bookstore I can find in the state. I talk to the owners. I give them a sell sheet and, sometimes, a copy of the book. I follow-up.
And still, more often than not, I get a polite rejection. But I also get bookstores that say "yes." And when I do, I make sure to bring traffic into the store. And I make sure while I'm there, to buy at least one title off the shelf. Because I want to come back when my next book is released.
- Libraries are easier than bookstores.
Libraries love author visits. Several times a year, I contact a dozen or so libraries, suggesting that I'd be pleased to come to the library and do a book talk. I always get a few libraries that accept my offer. Generally, I'll speak for about an hour, read an excerpt from my book and take questions. And then I sign books (Sometimes I bring the books and sell them myself. Other times, the Friends of the Library will order books from my publisher and sell the books to raise money to support the library).
Some libraries have a budget to pay an author an appearance fee. Which is great when it happens, but I don't make my plans based on a fee because my goals are still more about building readership than royalties. But you can wear yourself out making "cold calls" to libraries as well as other potential sites for book events, so the question is How do you narrow your search?
- Set up an author page on booktour.
Booktour is a site where "authors and audiences meet." For readers, it's a way to find out where their favorite authors are appearing. For an author, it's a way to find venues by zipcode (mostly libraries, but also bookstores, schools and clubs) that may be interested in hosting an author visit. I punch in a zipcode and get a list of venues. I send them a message through booktour, and, if they're interested they email me.
I've still got a lot to learn. As I get better at this (if I get better at this) I'll be glad to share what I learn. For now, I hope these ideas are helpful. Good luck.