Publicity on Your Terms

Publicity is like shooting arrows with a blindfold on. You hope you'll hit your mark but the odds aren't in your favor. There are some ways to tilt those odds in your favor, however. The first is to get over the whole discomfort over having to sell your books. Some people are better at this than others, but I for one don't like selling. Although I've gotten more comfortable with it with each passing title.

Unless your publisher offered you a huge marketing campaign with the deal, you'll need to dedicate your own money and time to promoting your books.

What would I need to spend money on? you might ask.

Here are some of the things I've spent cash on to promote books:

• A button-making kit. With this I made buttons that said, "I like peas--ask me why." These I sent to my publisher's sales force so they could wear them at the trade show. I heard back that the salesmen did indeed wear them! It got my book special attention above the rest of the publisher's lineup of books.
• Items to create a "Get Caught Reading" float for a local parade, and 5,000 postcards that we passed out to attendees announcing the book and a signing by yours truly after the parade at the park. The Friends of the Library got on board to help put together our float that featured readers in various activities; two sat on back-to-back couches; two others sat on skids with tires afixed to their sides to give the appearance of a fishing dock with books dangling from the ends of their fishing lines; I sat in the front at a desk with a typewriter, supposedly writing; and the cherry on the top was a barechested man sitting in a bathtub with a cowboy hat on and his skinny knees sticking up as he read a children's book. The crowd really hooted over that one! Some years this parade has had an attendance of 8,000-10,000 people. It was my first signing and I sold over 130 books.
• Posters of the book covers and of me. The first posters I paid Kinkos to print and mount on foamcore. That cost over $130. I've since learned that Kodak's website will print photos of poster size for just over $11. So on this latest book my husband created two jpegs--posters that we uploaded to Kodak's site. They printed and sent them within a week, then for a $1 each we bought foam core and spray adhesive and mounted them ourselves.
• Thousands and thousands of bookmarks. For just over $500 we got 20,000 bookmarks printed, both sides--one promoting my books the other with simply my name. With my second book I sent these out to fans and distributed them myself to 100 bookstores that I visited across Minnesota. This got to be costly, especially since I couldn't mail the bookmarks Media Mail, like a book. So this time I've decided to let local libraries distribute them on my behalf. They enjoy the freebies and are more than happy to help out a budding author.
• Gasoline. As I mentioned above, I visited 100 bookstores with the release of my last book. I think if I hadn't been the mother of four at the time this would've been easier for me. It was a lot of driving. And I'm not sure it made a difference in overall sales. I like to think it did, at least in the smaller towns I visited. And I do know it made a difference at the Waldenbooks in Blaine (a suburb of the Twin Cities) because they've since asked me to come up for a signing; the books were flying off the shelves. But I think that had more to do with the fact that the manager actually read the copy I left for her and she was enthusiastic about it. Other stores, I have my doubts. And of course there's the gas to go to signings and readings. I've tried to limit my travel to a certain distance within home--I have five kids, so I can't be hopping up to Ely to sign a few copies of my book. It just isn't practical.
• Postage. Sending out review copies, advance copies, copies to Garrison Keillor in the faint hope that he'll adore my work and ask me to join him on Prairie Home Companion to read a snippet and maybe sing a hymn with him... At first a dollar here, a dollar there doesn't seem like much, but it adds up.
• CDs. With the promotion push for my last book, we created CDs that we gave to each of the 100 bookstores I visited. On these CDs were interview questions, a bio, book cover images, my picture, book club guides, all kinds of things the bookstores could use to promote my books, and I did hear back that some had used this to push the books.
• Meals while on the road.
• Clothes so I'd look like an "author" and not like a hick.
• Hair dye. :)
• Publicity photos. These can be pricey, depending on where you get them done. We had a friend who has a photo studio in his home take mine, although my newer photos were shot by my husband on our digital camera.

So, you see, publicity can quickly eat up all your profits if you aren't careful. But I'm looking toward long-range success, so I figure money spent now will bring rewards later when I have a broader line of books to promote.

Another thing I've always questioned, and please feel free to add your comment, is why publishers think sending books to reviewers is a good idea. It's another arrow with the blindfold. There's a 50/50 chance your reviewer will like your book. They could hate it and end up giving you negative publicity for it. Yet this seems to be the way all publishers work. Wouldn't it better if authors wrote articles for magazines whose readers enjoy your genre? With a little plug for you book at the end of the article, of course. But this way readers could decide for themselves if they like your writing, if what you're saying is connecting with them. The evaluation of your writing ability wouldn't all be funneled through some reviewer, but laid out for the reader to judge on its own merits. Seems to me the odds would be better there.

Do They Sell Catamarans at Menards?

My husband and I had gone to Menards to pick up a few items. John had made a list of all the things he needed to complete projects around the house.

First we headed to plumbing and got some kind of a cap for our septic system, then some switchplates that needed replacing in the kitchen. Next came handles for the new vanity in the downstairs bathroom. We chose a lovely lizard handle that will look like it's crawling across the cabinetry. After that we went to the aisle that held ceramic tiles.

As I waited for John to make his selection, I glanced down the list. It held the usual stuff, seeds for the vegetable garden, a hose reel, spray adhesive. That was when I noticed the item on the very bottom of the list--"Catamaran."

I burst out laughing. "Catamaran? Honey, you're pretty hopeful there."
"You can't blame a guy for trying," was his smirked reply.

Yet I know this guy. He has a knack for making things happen, even when he's not trying. That's how he went from an entry level position at a company to being president/CEO of that same company 14 years later. I think we used to call it "dreaming" and "faith."

As writers, this should be our modus operandi. If anything great is going to happen to us, if we're going to sell that first novel to a halfway decent publisher, if we're going to rise above mediocrity, we need to be hopeful people. Because when you start thinking with an attitude of "what's possible" you forget about "what isn't possible." Things begin to change. You change. You start to imagine. And somehow that thinking affects the things you do. Good things come.

That's where it all starts. By thinking it's possible to buy a Catamaran at Menards.

More later,
Traci

P.S. Can you tell the release of Aprons on a Clothesline is upon me? Time for blogging has been seriously eaten into. But hang on, I'll be back! After my radio interview tomorrow and perhaps in between my back to back book signings next week.

Come and see me if you're in the neighborhood:

• Listen to KRBI AM 1310 on the "Cafe 1310" program tomorrow at 10:30 (we'll be drawing for free books on the air!).
• Then next Monday the 23rd from 6 to 8:00 p.m. a reading and signing at the LeSueur (Minnesota) public library.
• Tuesday the 24th from 7 to 8:30 in Faribault, Minnesota, at the Central Avenue Bookstore.
• Friday the 27th at the Next Chapter Bookstore in Montgomery, Minnesota, a reading and signing at 7:00 p.m.
• Tuesday, May 31st 7:00-8:00 I'll be speaking and signing books at the Southdale Public Library in Edina, Minnesota (so you Twin Cities readers can come say, "Hey!")

Editing the Editor

Since I'd been an editor for so many years before becoming a novelist I'd seen one side of the publishing coin. I'd become accustomed to phrasing critiques with the most positive spin, looking for the author's core objective and trying to maintain that during the editing process, all the while emphasizing that the author is always in charge. With every author I stress, "Your name is on the cover; you need to be thrilled with the final product. You carry the vision for this work. You know these characters better than I do--since you've lived with them so much longer." Authors often come up with better solutions to problems that I never could envision from my editor's perspective. Most, when given encouragement and direction, turn their first draft into a thing of beauty.

Sometimes, however, writers are too tired of their own book to give revisions much more energy and are willing to settle for less than the best. Or their narrow focus keeps them from taking suggestions that could make a good book better. That is when it's time for this editor to keep a loose grasp and let the author have their way, which can be a difficult thing for perfectionists.

So, when it came time to write my own books I had a different perspective on working with my editor. (This isn't always the case among editors-turned-novelist. I know of some who are far worse than the authors they used to edit--prima donna would be the apt word. They seem to think that since they're experts at fiction they don't need an outside opinion.) I wanted to make my editor's job easy. I chose to trust her implicitly. My books would be better for it, I knew.

Still, when the first substantive edit came in, I found myself arguing with her comments. It's human nature to want to be right. I deliberately didn't talk to her about the suggestions for several days. I needed time to think things through, to be objective. By the third day, I knew she was right about most everything. When she called I could say, "Thanks for your suggestions; I'm going to rewrite everything you've suggested." And I did. My books are far better for it and my editor had no idea--until now!--that I'd struggled. She thinks I'm easy to work with, humble, accepting of my writing's flaws. I have her so fooled! Now when the substantive reviews come in I don't need three days--I can say without hesitation, "Thanks for everything; I'll take all of your suggestions."

Every writer needs an editor. I've never come across an exception. There are degrees of editing, to be sure. I've completely rewritten many books, some that have gone on to win prestigious awards. Other books I barely have to touch, not even for punctuation, after the author has rewritten that first draft.

Editing is merely bringing a new perspective to each book. We all get too close to our work to see its flaws clearly. Like new parents we become enthralled with our baby.

More later,
Traci

Endorsements

I haven't been online much this week. I've been scrambling to get some books read so that I can endorse them.

Endorsements are a curious thing. Reading another author's work to help them sell it--how can this possibly be a good idea? After all don't we want readers to buy OUR books instead? Yet how else could I let potential readers know that I exist without getting my name out there, even if to sell someone else's books?

It's a great arrangement. I get to read new, upcoming titles, which serves to hone my own creative juices. I often make a new friend in the author whose book I'm endorsing. Readers see my name on the cover of another title, and hopefully get curious enough to look me up on the internet or at their local bookstore. It's a win-win situation.

I've heard it said that it takes a reader twelve exposures to a new title to work up their curiosity enough to buy a book. That includes radio interviews, ads, web site promotions, newspaper articles, book signings, whatever you can think up.

The titles currently on my desk for endorsement:
Eye of the Beholder by Kathy Herman (published by Multnomah Publishers)
Giver of Roses by Kathleen Morgan (published by Baker Publishing)
Pomegranate Soup by Marsha Mehran (published by Random House)

The release dates for these books will vary.

More later,
Traci DePree

When Self Publishing Makes Sense

It's interesting that we have such preconcieved notions about self publishing. The general thought is that if you self publish your writing just isn't "good enough" for a traditional publisher. This may not be the case.

While it is true that publishers serve as a stamp of approval to any giver writer's work--after all their book was chosen above others for publication--it is also true that excellent books are passed up because of the narrowness of their market, the book simply didn't fit into the publisher's particular publishing plan, or the publisher already had other works so similar that they would end up diluting the market and take away from sales of present titles.

I chose to go with a traditional publisher. Why? Because I'm not famous, I don't have 30,000 friends who are clamoring to buy my books, because my publisher has a sales force to work on my behalf, a publicist to assist me in getting the word out, a great art department to give me amazing covers, and an editorial department that worked hand in hand with me to create the best book possible.

But, and here's the drawback, even with a royalty of 20%, which is pretty good in this market, I get less than a dollar for every book sold. So I HAVE to sell 30,000 books to make a halfway decent wage; if you think $30,000 per year is a decent wage in today's market.

On the other hand, if was a speaker with an extensive speaking schedule and reached thousands of potential book buyers per year or if I owned a chain of bookstores, or if I were a famous person from something I'd accomplished in life, I could choose to self publish. Since my husband is president/CEO of one of the largest Christian book manufacturing companies in the nation I have a general idea of what it costs to produce a 320 page paperback book. His company has a division that helps authors and ministries self publish their books; they work through the whole process including editing, cover design, everything but distribution and marketing. Going this route I would only need to sell about 3,000 books to make the same amount of money I'd make with a traditional publisher, plus since I haven't sold the rights to my work I could still sell it to a traditional publisher if it looked like I might break out.

More later,
Traci

Computers AGH!

I've had a painful reminder this past weekend--back up your data!

I'd known my computer was having problems. It would suddenly shut down in the middle of typing. The power switch wouldn't respond at all when I pushed it. But with a hard whack on its top it usually responded. Eventually we took the side panel off and kept a small fan blowing on it to keep it from overheating, even though its own internal fans were working just fine. That seemed to do the trick. My husband brought the compressor in to blow out any stray dust. But with each sudden shut down we knew its days were numbered.

It was time to order another. The new computer came just in time. The old one stopped responding to life support over the weekend, but my assumption that I'd have time to transfer data between machines was unfounded. Now I have to recreate several book proposals I'd been working on, reenter hundreds of contacts in my Outlook contacts list, including newsletter recipients. Thankfully I had printed that information out, albeit two months ago.

You'd think I would learn this lesson. It's happened several times before. Maybe it's the optimist in me, thinking everything will be okay. But this time I'm making a promise, and I'm relying on you to hold me to it. I'm putting my database in a "safe" location, not only on my hard drive. I'm copying proposals to disks. I am going to learn, this time!

Honest,
Traci