Marketing for Us Introverts

A while back a fellow writer asked me the following question:

"Where is the line between being convincingly insistant and simply annoying? I want to exude confidence in my work, yet do not wish to appear pushy. It's quite a dilemma and I was wondering if you had any thoughts on this."

Here's what I've discovered. If people are interested, my books will sell themselves. Good cover copy is essential. Be confident, even be a little quirky (people expect that from authors)--that's good, but I find it more effective to be interested in others. When I'm at signings at the mall and someone stops to look at my books, I ask questions about them. I notice if they're wearing a particular type of T-shirt and ask about it, whatever starts a conversation. People love to talk about themselves and when I show interest in them they invariably are more interested in my books. I sell a lot more books when I ask people about themselves than when I talk about my great writing. And I'm much more comfortable with this, because I too hate trying to sell my books. It feels false to me. Not everyone likes my brand of gentle fiction; some people like action-adventure, some like mysteries, some sci-fi--my writing can't satisfy those people and I'm okay with that. It isn't a personal thing--remembering that helps a lot.

Then be creative in marketing. Start local, because people who know you or see you on a regular basis can become your biggest sales force. My hometown sells a LOT of books for me! Get to know the bookstores owners and managers in your area, as well at the public librarians. Stop by often, offer to sign copies that they have onhand whenever you stop in. Remember names and greet the staff individually--they'll think you're wonderful and when patrons ask for recommendations they'll think of you. Just last weekend I had a signing at B. Dalton nearby. I signed a fair amount of books during my stint but then the manager asked me to sign the rest of her inventory--a good 100 copies. She knew she'd be able to move them and had a display at the front of the store with JUST MY books! Then I stopped at Barnes and Noble across the street. They had me sign their 50 copies and gave my books a table at the front of their store! There's a little coffee/bookstore in Montgomery where I regularly have signings and readings--we've sold out of her inventory during my signings! Over 50 copies in one hour. She's great at getting the word out in her small town so that it's a big event, and people actually show up.

Then there are the librarians. I know some authors are skittish about pushing their books through libraries. The logic is, "If people read my books there they won't be buying copies." That's true, but it's short sighted. What I'm building is a long term readership, not just sales now. Librarians are readers and patrons often ask for recommendations. If the librarian knows you and has read your book, believe me, they'll be pushing them on your behalf. Most libraries work in cooperatives or branches. Ours is the Traverse des Sioux Library System--a great group of 39 libraries across southern Minnesota. They have done a LOT to promote my books. I've had bookmarks printed with each of my last two books--20,000 bookmarks! My library system has delivered bookmarks free of charge to each library and in turn offered them to their patrons. I've had signings at many, many libraries (and I make a greater percentage at these signings since they're my own copies! It's like adding $2000-$3000 to my royalties. A good deal), I've had lunch with many of the librarians in the system and know them personally.

Other supporters who've done so much for me are my local radio stations and newspapers. I've formed a network of radio stations who've interviewed me on hour-long shows; most tell me, "Call me when your nest book comes out so we can do this again." They re-air shows over and over. My newspaper publishes stories cooperatively with other local papers--they've run multiple stories about me and my books. These folks are friends. I see them around town and talk to them whenever I get the chance. They come to my signings to say, "Hey." When I have a radio interview scheduled I like to drop off copies of my books to give away a week or two before the show. It's amazing how much free publicity you get when the radio is telling folks to call in to qualify for a book giveaway!

For me the key is finding ways for other key people to become my sales force for me. Start with genuine friendship and add some creativity--you can't go wrong!

Traci