Getting the Word Out

Is there anything new in book promotion? What works for you lately?

It seems like so many different things are hyped as the one definite way for people to learn about a new book. Some of those are actually old, but have cycled around to become the hot new thing.

Book trailer videos - good if you have the skill, but if you don't... well... I looked at a few when the fad first started and knew right away I didn't have the skill level for any of it - art, audio, pacing.. What has been your opinion on this?

Reviews
When my first book came out, reviews were what you had to focus on. At that time there were numerous book review sites, all looking for new books to review. Some of them are still out there, but finding them has become difficult. And if you can't find the sites, how many readers are actually following them? My old publisher and my new publisher were good at sending books out to their lists of reviewers, but they also want their authors to get reviews.

Places like Amazon and GoodReads are fussy about what reviews they accept. (are you friends with the author, did you buy the book from Amazon...)

Book Announcements
When I consider myself how I find out about new books, I realize how much I'm probably missing. I follow Shelf Awareness, though actually it turns up in my email, because I supported an independent bookstore which has since closed. Looking at their submission guidelines, they don't want ebooks or those without national distribution, so that limits them.

For science fiction books I check Locus. They have several review sections, but also a big section on "Books Received", which I actually pay more attention to than their reviews. I've had my books appear in the "Books Received" section as it's easy to send them a copy. I've noticed a slight bump in sales after an announcement there. There's also a remote possibility that a book they receive might be selected for a review.

And, of course, never forget to send a book announcement to your local paper, university newspages, Facebook Author page, or other such sources.

Book Listings
I recommend that authors set up their own author page on Author Central on Amazon. It helps readers find your books from various publishers and gives you an idea of how sales are doing through Amazon. B&N used to have author pages, but I can't find any links to them now.

GoodReads is another important place to have your author profile set up and your books listed. I'm lucky in that some of my publishers make sure new books are listed quickly. Unfortunately I also have a few publishers with multi-author publications that forget to have all the authors listed for a book, which makes it a bit difficult to add to the author profile. Make sure to check on your author profile so that any books written by an author with a similar name don't turn up there. There are helpful people at GoodReads who will correct the problem when you alert them (too many Kathryn Sullivans write books).

If you're a YA or children's book author, YA Books Central, is another spot to consider listing your books. They also review books. (And if you write reviews, you can sign up to be a reviewer).

Blogs
I've been told that blogs are dwindling in popularity. I still follow several myself, and you're reading this here, so I guess you do, too. I still hear from authors setting up blog tours or asking for blogs willing to sponsor guest posts.

Jane Friedman recently wrote a very helpful blogging for writers, where she covered content, frequency, whether to have your own blog or share one with other authors (hello, YA Authors You Never Heard Of) and several other topics.

Interviews
Newspapers and radio stations are still good for interviews, but podcasts like Writer Groupie are looking for people with stories to tell.

Contests
I've posted about awards before, but there's been news about a recent scam contest put on by a fake literary magazine. There are still good contests out there, like the EPIC eBook Awards, and an author should check sites like Writer Beware and evaluate before submitting.

Ongoing Promotion
Don't think that promotion is "one time and done". And yet you don't want to be "one of those" authors on Facebook whose constant refrain is "buy my book, buy my book, buy my book". Consider more subtle means of promotion, like swag on freebie tables at conventions, pens or bookmarks you can hand out. I even have a little sticker I put on the back of envelopes I mail. Not sure if any of the companies I pay bills to notice a sticker about my books, but it's there.

Fellow authors are also sometimes willing to give others a boost. John Scalzi often has a Christmas guide where one day is devoted to indie authors to list their books. File770 not only sometimes has announcements about new science fiction and fantasy books, but people posting in the comments (one of the few places where you want to read the comments) also recommend books.

I set up my Facebook Author page awhile back. Some authors set up separate pages for each book, which to me seems overkill. Having an author page separate from my own FB page though, allows me to talk about different things. I also have a Google Plus page, though I don't post there as often. I know other authors have a Tumblr page and Twitter accounts. Which do you feel works better for you?

What other means of getting the word out about your books works for you? What do you notice as a reader?

Con Preparation

After the release of Agents, Adepts, & Apprentices in time for FenCon and Archon the following weekend, I finally had time enough to get organized on the other things I feel I need for conventions: promotion material!

It feels odd to have to mention this, but often it isn't enough to have a book physically available at a convention. Yes, having a cupcake launch party will create interest (and some people did stop down to the Zumaya Publications table in the dealers room afterwards), but often you need to have some means of generating awareness. Just having signs posted around the convention (with pictures of the beautiful cover) before the party had people coming up to me later during the con saying things like "Oh, you're the cupcake lady! Is that the book?" "Sorry I missed the party, where can I check out the book?"

Fortunately, I had already prepared enough ahead of both conventions to have promo pens I could hand out for those times I wasn't at the table. Because I'm still a newbie with my smartphone and get easily frustrated with my fingers not hitting the right keys on the screen (how can people type so quickly on those things?), I decided to have stylus pens, which seemed to be popular. They've got my book title, my name and website on them just in case people decide to check out the book (and if people don't want to, they still have a good black ink pen with a useful stylus).

Unfortunately, I forgot to update my business cards with the new book title. And I didn't have time after approving the book cover to design and order cards for the new release. But I had time enough after Archon to fix that, and my new promo supplies have arrived. I'm trying VistaPrint this time for my paper promos, rather than the company I used in my previous blog post about promotion material. For some reason this year VistaPrint had a better selection of business card designs and an easier setup method for double-sided postcards. The stylus pens are from National Pen, which I've had good luck with over the years.

So now I'm all set for the next month's worth of conventions, library workshops and bookstore events. At some point I should probably add a banner, as a number of my other author friends have done, but that should wait until I see the new covers for the upcoming re-releases from Zumaya Publications. A banner would work for those conventions I drive to, but when I'm flying to a convention the weight limit for suitcases means I'd rather bring books than a banner. Maybe a custom designed tablecloth? Vistaprint immediately showed me what my postcard design would look like on a banner, a tablecloth, and a few other items. They all looked lovely and it was very tempting, but I don't know.

What are your go-to items for promotion? What attracts your attention?

Promotion items

Swag, promo, giveaways, freebies - most authors have some items they give away in order to promote their books. Science fiction and fantasy conventions often have freebie tables provided for this purpose as well as promoting conventions. When I first started thinking about promo items I took a long look at what was on freebie tables - and what quickly vanished off them. From what I could see, standard swag items from science fiction and fantasy authors were usually bookmarks, postcards, pens and pencils. What I heard from some science fiction authors was that promo was a waste of time - that one should only concentrate on writing good books because that was what would sell your books. Meanwhile I looked at the freebie tables and noticed what grabbed my attention, and what items made me follow up to look up a book. One thing I knew from my own experience was that promo items can remind you days later (when you're away from the convention and the dealers room) of a particular author or book that you wanted to track down.

Promo items differ from genre to genre. I heard a lot of suggestions from the romance authors at my publisher of promo items I never saw at a science fiction convention. When I started attending EPICon, which was a convention run by EPIC, an organization of electronically published authors of all genres, I saw a demonstration of what other genre considered great promo. Emery boards, balloons, fans, bags of candy, flashlights, rubber ducks, ribbons for convention badges, book cover buttons, notepads, stress balls and many more. Since these were advertising ebooks, there were also CDs and mini-cds with sample chapters and, in later years, free flashdrives in a variety of shapes. As an example of what is popular recently among romance authors, my friend J. Kathleen Cheney wrote a swag summary of her experience at Romantic Times in Dallas.

I've tried various items, but the ones I've stuck with over the years have been pens, bookmarks and postcards.

Not only do those work for freebie tables, but they also help fill up the space when I have an author table and they help draw people to the table. There seems to be something about free pens.

The pens are also useful when I'm not at a convention. My local bookstore isn't interested in bookmarks, but will take and give away my pens. My local post office is also happy to get pens. Black ink pens were the ones they preferred so that is what they all are.

Although pens themselves aren't something featured in my books (as a flashlight was when I tried using that as promo), I do try to have the colors reflect something in my books. The Crystal Throne pens are the colors of magic in that universe, while the silver pen for Agents and Adepts reflects a magic wand in one story. The stripes on the Michael and the Elf pen is similar to the stripes in the elf's cap on the cover of the book and the colors on the Talking to Trees pen call to mind those of a fall forest (well, they do to me).

Where does an author find promo material? You can often make and print out your own bookmarks, but after a while you'll start to want more professional looking material. There are several companies - all with varying price ranges and quality. Once you get on one company's mailing list, you'll start getting catalogs and samples from many more. I use Overnight Prints for my bookmarks and postcards and National Pen for my pens. I also have labels (book title and URL) that I get from Colorful Images that I put on the back of all my paper correspondence (especially my bills). Ask any group of authors and you'll get several more recommendations (feel free to add in the comments).

There is as well the more expensive form of promo. Tee shirts, mugs, messenger bags, baseball caps, etc. A few years ago, these were often freebie items. More often now these are considered a reward for your fans or patrons.

What type of promo do you give away? What types of swag do you pick up at conventions?

Promoting Short Stories

When I first started writing short stories (yes, back in the days of manual typewriters and carbon paper), once you sold the short story, the magazine or anthology you sold it to took care of all the promotion. Yes, you announced the sale to your friends and maybe there was a writeup about it in the local newspaper and maybe industry newsletters, but that was about all you could contribute. The magazine or anthology promoted the various authors whose stories appeared in the work, depending on the author’s status.

Nowadays, with social media, you aren't as dependent on the publisher or the publisher's or editor’s idea of author status and who gets promoted. You can do your own promotion. You can announce the sale on Facebook and Twitter and Google+, and put a link to where the story appears on your website once the issue or the work is released. Some small press publishers furnish promotion material for their anthologies, like bookmarks, that authors can take with them to conventions for freebie tables or to hand out at signings.

Promotion by bookmark is good if you are traditionally published (where you only have a small window of time in which to promote) and even more so if your publisher is a small press, because with a small press you can continue to promote the anthology for years. Or until the publisher stops furnishing promo material for the anthology.

This is what I've done in the past to promote my short stories published in anthologies. I've also listed the story or anthology in the bios I've been asked to provide for conventions as an author participating on panels. But now I'm moving into new territory. One of my publishers, Amber Quill Press, is now publishing short stories on its website and then releasing the stories on Amazon Kindle. I've got one short story, “The Oracle of Cilens”, available through this program and another (“Search and Rescue”) will be released in August. So I started wondering how one goes about promoting individual short stories.

Searching on the web turned up only the suggestion to blog about your short story, both on your own blog and well as guest posts on other blogs. And of course mentioning the short story on your website. One author I know has had postcards on freebie tables at conventions advertising his free short story, and I liked that idea, but I wasn't sure if that was done for short stories for sale. So I asked some of the writing organizations I belong to, such as Broad Universe on Facebook, figuring I wasn't the first to wonder about this. Kelly Harmon kindly responded with an image of the rack card she uses to promote her six short stories at conventions.

So, with only two short stories so far, I'm going with a bookmark to bring to LonCon 3 (Worldcon in London) followed by Shamrokon in Dublin next month. The front of the bookmark has the two covers and the back has the blurbs for the stories.

Three questions: How do you learn about short stories? What promotions have you seen? What do you use to promote your short stories?