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More on Marketing
Unknown • Sep 20, 2019
More on Marketing
September 19, 2019
Last week—another signing event ago—we started on the subject of marketing.
We’ll continue with that because while our appearance turned out quite satisfactorily, achieving what we intended, I noticed some others that left us feeling sympathetic and frustrated for the authors, who had invested a great deal of time and resources for the occasion.
Who Are You?
As grateful as we are to people who come out to our events, choosing to do a public appearance is always something of a gamble.
It’s not just about there being fewer readers than in the past (and even less among millennials), writers tend to be on the lower rung celebrity-wise.
If you question that, quickly tell us who was the screenwriter for the last film you saw—and no cheating by googling it.
See?
You don’t know, and probably don’t care, even if you fell in love with the actor or actress who uttered those pithy or inspiring lines a writer put in their mouths.
Thankfully, there are enough good souls who actually recognize and embrace craftsmanship, and enjoy a book signing event to still make them a worthwhile outing.
What and Where?
If you have a new book out and have made the decision to do one, you have to ask yourself, is the location a good fit?
How much will it cost?
What—if any—are the restrictions?
What kind of advertising is needed?
Is that all on you, or is there a split with the host/site?
There are cases when you will find it’s worth your while to accept a different variety of venue than you’ve tried in the past.
Only you can decide when that’s in your best interests.
Aside from bookstores and libraries, we’ve tried gun shows, festivals, boutiques, and have heard about others trying supermarkets, ice cream parlors, and craft shows.
If
this is your first book signing event, forget what you see in movies.
Yes, lines around the block happen, and did for our first collaboration; however, it’s not the norm.
Plus, while crowds look good in a press photo, a slower, steady stream of traffic is actually preferable, providing you more opportunity to chat and express your appreciation for people showing up.
At any point in your career, you could end up with having sold few or no books at some appearance.
Don’t despair.
While there’s no doubt it may have been the wrong venue for you, it could also be that there were too many other things going on around town.
But learn not to prolong the unnecessary.
Two hours is plenty for an event.
Even if you agreed to a four-or-six-hour stay, as long as there’s no honorarium involved, and your departure won’t disrupt other activities, you have every right to have a few words with your host/sponsor, and leave.
If you undervalue your time, others will, as well.
It’s like the person who gets you on the phone and says, “I won’t keep you,” but they don’t stop talking.
Are We Having Fun Yet?
Take into consideration that most people don’t have a clue as to what it requires to write a book and bring it to the marketplace.
And when Amazon is selling an e-book for $1.99, or giving it away for free to boost their club membership, (and doesn’t care how long it took you to create your work) they’re not helping the situation.
Public appearances are w-o-r-k.
Meaning you’re on the clock, too, and need to maintain your professional composure, even if some member of the public doesn’t display good manners.
And guess what?
Sometimes they don’t.
A person in a cranky mood for whatever reason will baldly demand, “Does the autograph make the book more valuable?”
People will also try to negotiate on the price, or barter.
Several times we’ve been asked to trade a book that took a year or two to write for something that took maybe 20-30 minutes to fabricate.
The most memorable was when a rather broad-hipped person knocked over a whole table of books as she raced to get the autograph of a cover model.
Needless to say, she didn’t stop to pick up the mess she’d created, which included some books with damaged covers.
Options
If you find that doing signings are not in your comfort zone, there are other options.
Asking for
a quote or review is one.
But that, too, comes with challenges.
It’s funny to read how people claim that they never buy a book based on the cover quote by another, usually more successful writer, and yet, they won’t
buy a book that isn’t five-star rated.
What people need to grasp is that neither form of endorsement is free of suspicion.
While there are many
writers that are principled and honestly decline lending their name to a work if they can’t enthusiastically embrace the book, plenty see their support as simple networking, rather than a confirmation of quality.
In simplest terms, remember the amusing, though truthful line spoken by Michael Douglas in Romancing the Stone
, “I’m not cheap…but I can be had.”
In the end, accept that you’re in a highly competitive business, and while most people will be professional if not supportive, there’s always a few individuals who will jump at the opportunity to act as a spoiler and give you a negative review or low ranking, especially if they can get away with it anonymously.
Such is the nature of human beings.
There are few saints and all of us have sinned somewhere along the way.
Disappointing as such occurrences can be, leave these pitiful souls in Higher Hands and move on.
Are
we having fun yet?
Of course, we are because we were born understanding the depth and breadth of possibilities and responsibilities that come with the phrase, “Cognito ergo sum.”
