Since this is primarily a book on writing and not a manual on self-publishing, it is not possible to go into each of these in exhaustive detail. Your public library contains books that will fully explain each of the above elements of self-publishing, and you will find that many vendors, such as printers, are willing to show you the ropes. For online information about self-publishing, see www.acappela/advohouse.com
Let’s spend a little time talking about Promotion and Marketing. This does not have to be expensive since, if you know how, you can get a lot of free publicity for your book. In order to take advantage of this, you have to plan ahead.
SCHEDULING
Two to four months before publication:
Promotion should begin several months before publication with press releases, announcements to local stores, radio and TV stations, newspaper reviewers, etc. (See Self- Promotion). Pre-publication offers can be made before publication (see Self-Promotion), with ordering coupons. If you plan to offer an electronic version of your book, you may do that once the manuscript is completed and formatted. Electronic publishing and/or disk versions are good ways to generate income to cover the high expenses of print publication. Now is the time to get the word out about your electronic book over as many computer bulletin boards as possible. It is also time to get your on-line book reviews. Electronic publications come and go rapidly, as do their featured offerings. Surf the net for publications currently offering on-line book reviews.
Near publication date:
Send individualized letters to special interest groups, explaining why your book will appeal to the group (see Self-Promotion).
Send mailings which include:
1) news release
2) book jacket or dust cover
3) any advance endorsements, reviews or publicity the book has received (this could be included in the news release)
Upon publication:
Leave book covers with local bookstores. Ask for book signings and author events.
Send out review copies (see Self-Promotion). Put news of your hard-copy book on as many computer bulletin boards as possible (see Self-Promotion). When you travel, call leading bookstores at your destination and arrange book signings.
SELF-PROMOTION
Although your mind tells you that you are an author and not a publicity agent, the reality is that yours is only one among many of hundreds of books being offered just this season! You are competing for limited bookshelf space in bookstores. Also keep in mind that bookstores are not the only places to sell books. Only 15% of all books, in fact, are sold in stores created to do this job. This is partly due to the short shelf life books are given in commercial bookstores. Bookstore research shows that the average book stays on sale for only three to six months before being bumped from the shelves by a newer hopeful.
So how are the other 85% of books sold? In a variety of ways, all of which depend on getting out the word. Here are some proven tactics for successful self-promoting. Remember, the key is to obtain as much FREE publicity as possible through interviews, news mentions and book reviews. Be sure to note the correct timing for each of these efforts.
Local Publicity
Create a short, snappy press release along the lines of “Local Writer to Publish New
Book.” Include basic data such as publisher, price, date of publication and give a phone number for further information. About two months before publication mail the announcement to local stores, radio and TV stations, newspaper reviewers — anyone who might order and/or want to read the book. Chain stores and book distributors (listed under “Independent Distributors in the Yellow Pages) should be high on that list.
At publication time follow up with actual copies of the book and an updated release.
Make yourself available for interviews, book signings and calls for further information.
