Getting the Word Out:

Promoting Your Book as a New Author

        When I published my memoir about dealing with deployment on the home front in 2008, I had two things going for me: 1. I had been writing a weekly column in the same community newspaper for 16 months and had a base audience in a small, supportive military town and 2. I was dog determined – the kind of determination possessed only by crazy people – to get my story to other military families who I desperately hoped to encourage and uplift with my own deployment story.

            Two years later, I’ve learned a bit about advertising, publicity and the ins and outs of getting your book into the public eye. And the hard, cold truth is that it takes more persistence than talent to get your book featured on the morning news.

            I had nothing but a bachelor’s degree in journalism when I decided to appoint myself as my personal publicist. I read books, scanned websites and Googled my way into a kindergarten knowledge of book publicity. But that kindergarten knowledge, backed by the persistence of a monkey and the help of a great friend, has since scored me a July 4^th interview on national Fox News Live, an appearance on Great Day SA and San Antonio Living (the CBS and NBC morning shows in my Texas hometown), a spot on Army Wife Radio and half a dozen features in newspapers from New York to Alaska. My cost: less than $200 in folders, headshots, printed materials and stamps. The results: more than $5,000 profit in book sales in two years. Although the professional publishing world might disagree, I think $4800 for my efforts isn’t a bad profit margin.

            Here’s what I learned:

 1.Care about your message, and more importantly, care about the people you are reaching with that message. 

If you’re in this publishing world to make money, profit will be your only driving force. If you’re in it to serve others, offer beneficial material and make a positive difference in your readers’ lives, your cause will drive you to promote your book, because you will truly be working to serve others, not to make their money. Evaluate your reasons for publishing your book; if it’s to make a mint, you’re in the wrong business. If it’s to encourage, inform, entertain or change lives, you might make a mint focusing on the reasons you got into publishing in the first place. And if you don’t, it won’t matter, because in the process, you’ll have made a difference.  That’s your greatest royalty. 

2. If you want news coverage, you have to hold an event. 

Books are all well and good, but the news is about time-sensitive events. The fact that you published a book won’t capture your local newspaper’s managing editor’s attention, but the fact that you published a book and are now offering a free lecture to the public might. Local libraries, colleges, churches, VFW posts and even elementary schools are often helpful in offering free venues for your local lecture or event. And if your book is in Baker and Taylor (Good Book Publishing offers BT placement to all its individual authors), scoring a speaking engagement at your local Barnes & Noble store is as easy as calling the Community Relations Director and setting a date. 

Since my book was released in February 2008, I’ve held countless motivational speeches and free lectures for the public, two of those in Barnes & Noble stores following book signings. Although my book signings alone drew little attention, the fact that I was offering a free lecture with tips for dealing with deployment on the home front drew widespread attention in military towns. For example, in San Antonio, I held a motivational speech and book signing at a local Barnes & Noble store and sent press releases to the local newspaper and local morning shows. Both morning shows hosted me on their programs the week of the book signing, and a blogger from the local newspaper featured me on her military blog. Come event time, most of the chairs in the lecture area of the store were full and most of the books were signed and purchased. 

In Fairbanks, Alaska (where my deployment took place), I offered a similar event at the local Barnes & Noble store. Because I had a base audience in that town, and the newspaper covered my event before the big day, I sold 100 books in two hours during a book signing and motivational lecture. 

Books are great, but events draw media attention. They also offer a valuable service to the public, even if that public decides not to purchase your book. That’s where the heart check comes into play. 

3. Be aware of the calendar. 

For example, if your book deals with breast cancer, mark your calendar for Breast Cancer Awareness Month. Send press releases about your book and offers to serve as an informational guest on talk shows 90 days in advance of that month. 

My book focused on deployment. As a military-related book, I had opportunities to offer my book and my knowledge around military holidays, like Veterans Day and July Fourth. Three months in advance of military-related holidays, I sent letters and press kits to local and national news organizations, offering to serve as a guest if they wanted the input of a military family during military-related holidays. Many, including Fox News (thanks to a letter sent by a friend of mine who assisted me for awhile in my publicity adventure) took me up on the offer. 

News organizations love themes, and if you can tie yourself to one of their holidays or themes and offer your knowledge to their viewers/listeners/readers, you can create a wonderful partnership. You offer them valuable knowledge and experience (and if well-practiced, a great interview that will boost their viewership), they post your book website or information in their media. It’s a win-win situation for all involved. 

Figure out how your theme, message or book ties in to current events, and pursue those opportunities.

 4. Offer your services for free. 

As a published author, you have valuable knowledge and now street credibility with the general public. Use your knowledge to benefit others, and do it for free.

 Once I published my book, I started offering to speak to military groups for free about dealing with deployment on the home front. Those speaking engagements allowed me to serve my community in a meaningful way. They then also spread the word about me as a speaker and author, and subsequently spread word about my book. And in the publishing word, word of mouth is your very best promotional friend. 

Once I had established myself as a speaker and author, I continued to offer my speaking services for free as a ministry to those on my home post, but I was able to begin charging for services that required me to travel. Those speaking engagements, then, generated a small amount of income and allowed me to, once again, spread word about my book as I also helped encourage other military communities.           

            By no means have I completed my publicity adventure. For me, encouraging military families is an ongoing adventure, which means that speaking to them and to the news shows they watch and the newspapers they read is an ongoing adventure, as well. But as long as you’re committed to your cause, the journey itself is always a joy – even through the zero profit months.