5 Great Investments Every Author Needs to Make
By Robyn Williams
“Can I afford that?”
When it comes to promoting your book, the better question is, “Can I afford not to do this?”
In other words, ask yourself if you can afford not to take advantage of certain promotional opportunities.
There are various ways to promote your message as well as spend your time and money. Say no to the ones that don’t reach your target audience or that aren’t a good fit for you, but invest in the others.
The more your book stays in front of readers’ eyes the better chance you have to reach them with your message. Most authors convey that they didn’t write their books just to make money. They truly desire to share the message that’s on their heart.
Here are 5 great investments to consider:
1. Launch a Publicity Campaign
This is one of the most effective ways to reach large audiences. Consider holding a book signing or appearing on TV and radio interviews. Be sure to work with a publicist since media outlets expect to be contacted by a third party on your behalf.
2. Attend a Conference
Watch for opportunities to participate in conferences or trade shows. These provide much-needed opportunities to network and connect with publishers, book buyers as well as other authors.
3. Develop a Web site
Having a Web site is no longer the wave of the future; it’s the here and now. And, blogging offers a great way to share your message, feature related articles or interviews and keep your writing skills sharp.
4. Invest in Advertising
Watch for advertising opportunities and grab hold of them quickly since spaces are generally limited. One author recently commented that she couldn’t afford to miss the chance to advertise in a magazine with a readership of over 400,000 readers!
5. Order Marketing Materials
Ordering quality book marks, business cards and post cards with your cover image and contact information allows you to be prepared for those unexpected encounters. And, these smaller items can make a big impact.
Remember to be patient and encouraged. What’s important to keep in mind with all of these investments is the large amount of exposure you’re gaining. And, sometimes, you really can’t afford not to take advantage of them.
Related Articles:
- Marketing Materials: Postcards, Bookmarks, and Covers
- How to promote your book at conventions and trade shows
- How to work with your publicist
- Author website: necessity, not a luxury item
As a member of WinePress’ Publicity department, Robyn Williams’ goal is to help authors promote their message and make media contacts. She loves getting to know authors, learning why they wrote their books, and helping them share their stories.
How to Set up Your Book Display Table at Speaking Events
By Athena Dean
The first time I spoke at a women’s group, they asked me if I wanted a table in the back of the room to display and sell my book.
I had no idea how to display my book in a way that beckoned potential customers to the table. I just laid out my books and scratched “$8.00 each” on a slip of white paper and placed it on the table next to a stack of my books.
I’ve learned a lot since then; here are a dozen tips to help you plan a terrific book table and display:
1. Attend a trade show or craft show in your area with notebook and camera in hand. Browse all the vendor tables, and note the elements of displays that attract your attention – and those that don’t. With the vendor’s permission, take pictures of particularly appealing displays.
2. Purchase small, folding easels (also known as plate stands) from a craft store or a dollar store so at least one display copy of your book stands up (don’t just stack all your books on the table).
3. Go to the fabric store and find fabric that accents your book cover (not too busy or loud, but something that would make a nice background). Buy enough to cover a 6-foot folding table so the cloth extends all the way to the floor (so you can hide product & packing materials beneath the table). Have it hemmed all the way around. Some authors layer contrasting colors and fabrics on their table.
4. Look around the house for some sort of decoration for your book table, ideally something that goes along with your book’s theme. One of my friends writes a tea column for the local newspaper and has written books on tea. Her book table is decorated with antique tea cups and a beautiful teapot.
5. If possible, use varying heights to highlight certain elements on your table. Cover a lightweight cardboard or plastic box with the same fabric you use for your tablecloth, and perch a display atop it (the container can double as a packing case for your materials).
6. Create a tabletop display that shows the cover of your book along with the price. If you accept credit cards at your book table, list the credit card logos on the display so potential customers don’t have to guess whether you take cards.
7. If there are other books on your “suggested reading” list or titles you quote from in your message, you might want to consider buying some copies direct from the publisher at a 40% discount so that you can offer additional product on your book table.
8. Create a couple of one-page tip sheets (short excerpts from your book might work) and print plenty of copies. Give the tip sheets away to browsers. The tip sheets should mention your book’s title and include information about how to contact you.
9. Pack plenty of business cards and bookmarks and encourage everyone to take them. People may not buy your book at the event, but if they take your business card or a bookmark, they will remember your book later so they can purchase it online or at their favorite bookstore.
10. Consider investing in a giveaway item, such as a pen with your book’s name on it.
11. Before your event, set up your display on your dining table. Experiment with different arrangements. Ask a trusted friend to critique your display.
12. Have a free drawing to build your database of names and addresses. Get a small basket and ask attendees to fill out a free-drawing slip that includes pertinent contact information. Once or twice during your meeting, have one of the attendees draw a name out of the basket and give away a copy of your book. People are much more willing to give you their information to win a free book than if you just put out a “Sign Up for My Free Newsletter / Mailing List” clipboard and expect people to do so.
Athena Dean is a Solutions Advisor for WinePress Publishing. She works with new authors who have a need for at least 1,500 copies printed on a traditional offset printing press.
The Role of Advertising in Book Promotion
By Adam Cothes
Advertising is one way to connect your message to your reader. With so many advertising options, it can feel daunting to consider. I suggest starting early and taking it slow. Make any advertising you do part of your larger promotion plan.
If used in a targeted way, with repetition, advertising can be an effective tool to reach readers. Its natural downside is price since advertising tends to be expensive. That can be overcome by careful selection or through co-op advertising.
Co-op advertising
Co-op advertising is where multiple authors share the cost of a large ad in a prominent publication. WinePress puts co-op advertising to good use throughout the year by picking high-profile publications, and helping our authors share the costs. By working together our authors reach more people for less.
Targeted Advertising
If you’re on your own be selective in your ad choices. Pin down what your budget is, who your target market is, and where they can be found. This exercise will help you decide where to place your valuable advertising dollars.
- What’s your advertising budget?
- What magazines do your readers subscribe to?
- What websites do they visit?
- What radio stations do they listen to?
- Where do they hang out?
- Do they have children?
- What are their children reading?
For example:
- You may find that your reader is a 20-year-old male who lives on the computer playing video games. Perhaps you could advertise on those game websites, in gaming magazines that interest young men, or through social networking.
- If your reader is a middle age Christian mother she’ll be on completely different websites reading completely different magazines. In fact, you’ll probably have choices to make since you could advertise to her in many different ways.
Repetition = Response
Each time you make a decision on adverting, ask yourself if that ad will reach your target reader. If you’ve placed one ad and seen no results, don’t give up so soon. Try again; repetition will increase your chances of response. As busy Americans we can be a little slow to get the message – even if it’s perfect for us.
Adam Cothes works in various aspects of publicity, advertising and marketing in the WinePress Publicity department. He also helps new authors get started with the publishing process.
Tweet This!Your Book’s Campaign Trail
By Robyn Williams
During presidential election years we hear a lot about campaigns and who’s on the campaign trail. Each candidate launches his or her campaign and builds a platform.
The same is true for authors.
If you want to reach large audiences, you need to plan a campaign. Working with a publicist is a great way to get started.
Your publicist helps you determine your target audience and develop the best campaign strategy for you. The options are endless on the campaign trail, from TV and radio appearances to book signings and book reviews.
Are you a go-getter?
TV, radio, and public speaking engagements may be for you.
Perhaps you’d just like to see your book featured in the newspaper or earn some reviews.
An Internet article campaign may best suit you.
Are you timid and fear public speaking?
You’re not alone. Statistics show that nearly 40 percent of us would rather not stand before a crowd. But, don’t count yourself out of that arena yet.
One author shared that she dreaded the thought of speaking publicly. However, she felt her message was important enough to share with others. She eventually accepted offers for speaking engagements, and they became an honor and a joy for her.
Keep in mind that the best campaign to launch is a combination of all different strategies. This helps to effectively reach the goal to target multiple media contacts. And again, the sky’s the limit.
Consider these tips when promoting your message and book:
- Contact a publicist who will work hard for you and get you started on your campaign trail.
- Determine who your target audience is.
- Brainstorm ideas with your publicist on how to get your message the most effective exposure.
- Establish what kind of campaign best suits you and your personality.
- Remember that publicity is time sensitive; be patient and watchful for opportunities.
- Enjoy yourself! You’ve worked hard writing your book, and now it’s time to share it!
Related articles:
- Three Free Print Publicity Options
- 7 Ways to Prepare for a Radio Interview
- Keys to a Successful TV Interview
- Home Sweet Home: How Local Media Can Jumpstart Your Publicity
As a member of WinePress’ Publicity department, Robyn Williams’ goal is to help authors promote their message and make media contacts. She loves getting to know authors, learning why they wrote their books, and helping them share their stories.
Tweet This!How to Stay on Your Local Bookseller’s Good Side
By Athena Dean
Over the years I’ve heard of writers going to great lengths to become a successful author. 
While some of the stories are borderline comical, others make me cringe. I’ve also known authors who have discovered great professional ways to support their local stores. Authors should build relationships with local booksellers and become a resource to them, not become someone they want to cross the street to avoid!
Here are eight guidelines to help you make friends with your local bookstore staff.
1. Introduce Yourself
If you don’t already know the folks at your local Christian store, stop by and introduce yourself. Let them know about your book, and that you’d love to make yourself available for a signing or special event. Don’t take a lot of their time, be brief and to the point.
2. Don’t Be Overzealous
Don’t call or stop by more than once every few weeks to ask how your book is selling. Your zeal can come across as nagging if you’re not careful.
3. Don’t Push Them to Hand-Sell Your Book
Don’t ask the sales staff at your local bookstore to hand-sell your book or recommend you to local church leaders. That kind of suggestion is best coming from them as a result of their excitement about your message.
4. Don’t Assume They’ll Read Your Book
Don’t constantly ask if each staff member has read your book yet. If they want to, they will read it, and if they are sold on it, you’ll be the first to know.
5. Don’t Push Your Book on Store Customers
When you are in the store and there are other customers browsing, don’t try to talk them into buying your book. Nothing will alienate the staff more than this kind of behavior.
6. Send Friends to the Store
Do send people in to buy your book. If your local Christian store is going to stock your book, then support them in return by sending customers in to buy your book.
7. Help Promote Your Book Signing
Should they set a book signing for you, find out what their goals might be and see how you might help meet them. To help advertise the event provide the store with bag stuffers and posters prior to your signing?
8. Make Your Book Signing an Event to Remember
If possible, develop a festive theme or workshop event that you can provide your local booksellers to build around your book signing. 
This gives them a special event to offer, rather than a simple book signing. Customers look for an experience. Think of creative ways you can turn a book signing into a unique happening for those who attend.
Athena Dean is a Solutions Advisor for the Pleasant Word division. She works with new authors who need to test the market for their book using custom print-on-demand technology.
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