by admin | Feb 29, 2016 | author platform, readers, self-publishing, Uncategorized
I’ve just done an interview with Paul Teague for his forthcoming podcast series about self-publishing and it got me thinking about the challenge which faces all self-published authors – how to get people to notice your book when you haven’t got the budget for promotions that traditional publishers have.
Let’s assume that you have no money to spend on promotion: what can you do at no cost? First, there’s the local newspapers in your area. Every day, or every week, they have papers to fill with local news. They don’t have the staff or the time to sniff out stories of interest to their readers, and you can help by taking your story to them, in a form that they can use with minimum effort. If you have a tame PR person among your acquaintance, get them to show you how to write a press release, and then do one to send out. Alternatively, look at the newspapers and magazines that people who might be interested in your book would be most likely to read, and analyse the articles in there. How long are they, what kind of headline, and content, and style? Write something like this about your book, thinking of a ‘hook’ that might attract the interest first of the editor and then of their readers. Visual stuff helps too. Do you have a picture of yourself holding the book, or talking to a group about it? Is it of good enough quality to go straight into the paper alongside the article you’ve written? If so, send both the piece (with the word count in brackets at the end) and the picture to the features editor with a note explaining who you are, and ask if they could use it. In my experience, they will, and you now have a few hundred words and a picture in your local newspaper for nothing.
What about your local library? They often have readers’ groups, or do special author events. If you write or see the person responsible locally for organising these groups, tell them about your book and what you might enjoy talking about, and see if they’re interested. Don’t expect to be paid for the talk or your travel. This is a ‘loss leader’, but they will promote the event, again with a blurb and a picture around the area and probably online as well, and if you ask they will invite a photographer from the local paper to come and take the picture for publication with a short caption explaining what you were doing, what the book is about. That’s two promotion strategies in one shot, and again it costs you nothing but your time and travel.
Local radio? They need to find newsworthy local stories for hours of air time every day. Check out the presenters online, listen to what they do and then decide which of them and their listeners might be interested in your book. Write, email or call them and be persistent if needs be, without being a pain. Send your chosen person a copy of the book and a summary of its content, and some ideas about what you might talk about. The presenters often have a journalism background, so a well-presented press release would be familiar to them too. Radio is far easier to get access to than television. They might be wary of whether you will come across well on radio, so if you’ve had any prior experience in this field they would find that reassuring. They won’t pay, and might suggest that you go to the nearest studio and have your interview from there. My suggestion would be that you go to where the programmes is being made and have a face to face conversation with the presenter, which comes across far better, and you have then you have actually met the presenter, which will help if you want to go on the programme again with your later books.
All these approaches take time, but without them you may have a great book and no buyers. Doing any of these for the first time may seem difficult or nerve-wracking, but so it is with anything new, and your confidence grows with practice and experience. The second step is so much easier than the first. There’s lots more you can do: this is just a start.
by admin | Sep 9, 2015 | author platform, self-publishing, Uncategorized
Last Saturday I led my first ever workshop on self-publishing, at the Borderlines book festival in Carlisle. Considering I’ve been running workshops for twenty five years, and had been thinking about this one for weeks – I blogged about it at the end of July – I was surprisingly nervous. Could I cover in three hours the range of wants and needs that my participants might bring with them? Did I have enough experience? Would they want the technical guidance that is only really possible if you have a laptop and internet access available for each person, and did I have the skills for that anyway?
As I anticipated, each person in the group came with a unique set of prior experience, interests and questions, as was obvious as soon as they introduced themselves and began to talk about what they’d done so far. Predictably, one or two really needed the technical guidance through the maze of WordPress or Createspace or Lulu that we weren’t really geared up for, although there was another workshop the following day with that focus. Others came with a notion of how they wanted to proceed if they couldn’t find a ‘proper’ publisher. Some were optimistic about their chances of success, others less so, and each defined success differently, all as I anticipated. Some were quite reticent: why I wondered.
What was very striking was the number of people, and not the oldest, who were still coming to terms with the digital and online world. A few appeared to be very uncertain about how to use the internet as a resource to learn from, and were reliant on external guidance – from me in this case – about matters that they could have discovered for themselves with just a few clicks and a short tutorial on Youtube. Others had heard of Twitter or WordPress but the idea of an ‘author platform’ was new and nerve-wracking. I know it’s a truism that the under 30s are naturally more internet savvy than us oldies, but some of the over-30s seem to have forced themselves to catch up while others are still fearful, or dismissive, or both.
I’ve been wondering since then how I managed to learn some of this stuff myself over the past few years, despite my relatively extreme old age. I suppose it needs some spare cash to invest in ‘courses’ of various kinds, but it also needs a belief in eventual success, and a willingness to overcome the fear of failure. Faltering first steps don’t always feel good, but they are a pre-requisite if you want to learn anything.
Many years ago I was visiting a small primary school in Northland, New Zealand and noticed a poster on the staff room door, the inside of the door to be read by the staff not the outside to be read by the children. It said:
We pay a heavy price for our fear of failure.
It is a powerful obstacle to growth.
It assures the progressive narrowing of the
personality and prevents exploration and experimentation.
There is no learning without some difficulty and fumbling.
If you want to keep on learning, you must keep on
risking failure – all your life.
It’s as simple as that.
I kept a copy and brought it home, and still have it twenty years later. Much of what we discussed and shared last weekend involved exactly this type of learning – full of ‘difficulty and fumbling’. Once that expectation was established, people were able to ask the ‘simple’ questions that had been confusing them and getting in the way. Different people had learned different things and were able to share them. No one had a monopoly of expertise, and three hours passed very quickly. Before we left I asked everyone to think about their next steps, write them down and then share them with one other person. I learned a long time ago that I feel more committed if I’ve spoken it, not just thought about or written it, so that’s what we did. The feedback was positive, but the real feedback if I could get it would be what each person managed to do later, on their own, with some of the difficulties eased a little as a result of our time together. ‘Fear of failure’ is a habit of mind that needs continual practice to be overcome. Practice may not make perfect, but It’s pretty important in self-publishing. The 4th self-publishing project I’m on now feels a lot less scary than the first one. Maybe it’s time to find the next challenge.
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