How I Promoted My Book
November 27, 2006 @ 2:33 am
(Update 12/1: Read How I Promoted My Book, Part 2.)It’s now been about five months since Pyr published my first novel Infoquake. It seems as good a time as any to sit back and take stock of my promotional efforts. What worked, what didn’t work, what should I have done more of, what should I have done less of?
When I started to make a list of all the promotional efforts I’ve made in the past year, I started to feel — well, a little embarrassed. To an outsider, it must look like I do nothing all day but come up with ways to move copies of Infoquake. The “Infoquakes Cereal” pic here is meant to be a joke, but honestly, sometimes it feels like I’ve tried everything but a sugary cereal for kids.
(Quick aside: Have you ever noticed that when companies say their cereal is “part of this nutritious breakfast,” the cereal box is always sitting next to… a complete nutritious breakfast?)
Here, then, are the promotional efforts I did that I think were well worth doing:
- Designed and programmed a website for the book and bought several related domain names (infoquake.net, jump225.com, multireal.net, geosynchron.net)
- Wrote several original background articles on the world of Infoquake exclusively for the website
- Started a blog about eight months before the release of the book and began consciously trying to write about topics that I hoped would garner me an audience
- Joined the group blogs DeepGenre (thanks to Kate Elliott and Katharine Kerr) and SFNovelists (thanks to Tobias Buckell)
- Attended and got on the programming at a number of science fiction conventions (ReaderCon, WorldCon, Capclave, PhilCon, and upcoming Balticon and Penguicon)
- Hosted a five-book gimmicky giveaway contest on my blog that received a fair bit of attention
- Posted all nine drafts of the first chapter of Infoquake on my website
- Encouraged friends and family members to send e-mails to their contact lists recommending that they check out Infoquake
- Doggedly hunted down every interview opportunity I could find, and ended up getting about seven or eight interviews on sites like Barnes & Noble Explorations, John Scalzi’s By the Way blog, the Agony Column, SFFWorld, and Suite101.com
- Created a MySpace profile and spent a couple weeks aggressively seeking friends with an interest in science fiction (1,698 friends to date!)
- Created a mailing list for the book and added just about everyone I knew to it, then sent out once- or twice-a-month mailings on book news and events
- Made a conscious effort to make friends in the science fiction industry, mostly just because it’s nice to have more friends (although the Machiavellian in me notes that several of these friends have had some very nice things to say about Infoquake on their blogs and such)
I also did a number of promotional efforts that may have had some positive impact, but it’s hard to tell:
- Designed and printed 1,000 four-color Infoquake business cards through VistaPrint.com and passed them out liberally to anyone and everyone
- Recorded the first handful of chapters on audio using my laptop, an old microphone, and free Audacity software, then posted these as a podcast on my website
- Created and gave away approximately 350 promotional Infoquake CDs at cons and readings, including all of the sample chapters and audio files
- Started an Amazon blog that basically just cross-posts the Infoquake-related blog entries from my main WordPress blog, and spent some time tracking down Amazon Friends
- Gave away two signed copies of Infoquake to the Save Apex Digest raffle organized by the radiant Mary Robinette Kowal
- Convinced a friend (Josef K. Foley) to do some original artwork for the Infoquake website
- Did a handful of readings and signings at chain bookstores, which had rather disappointing turnouts, despite considerable publicity (listing in the Washington Post literary calendar, front-of-the-store displays, emails and invites sent to everyone in creation)
- Held two book parties for immediate family and friends on what turned out to be two very inconvenient dates for book parties
- Took a nice, official-looking author photo, only to decide I didn’t like it nearly as much as the spur-of-the-moment photo my wife took outside a club in Boston in 2002
- Read and made comments on two drafts of an Infoquake screenplay, which has been in front of a few big Hollywood players (though I’m not holding my breath)
- Made a conscious effort to participate in the blogosphere by commenting on other people’s blogs
- Managed to get in touch with about a dozen authors and important people to ask for advance praise (“blurbs”), including an Obvious Legendary Hard SF Novelist, two Bestselling High-Tech Journalists, and a Business Legend With a Name So Big That Yes, Your Mother Has Probably Heard of Him — and only got a response from one person, the terrific Kate Elliott, who provided the gracious blurb you see on the praise page
Of course, there were also a number of things I tried to promote my book that have had seemingly no impact or fell flat altogether:
- Started a bulletin board-like Yahoo Group to try to encourage author/reader (or reader/reader) dialogue about the book
- Started a reading group program to encourage people to buy Infoquake in bulk and discuss it in their book clubs
- Tried my hand at writing short stories to get my name out there in the SF magazines, only to discover that finishing a short story is even more difficult for me than finishing a novel
- Created a LiveJournal that just mirrors the copy from my WordPress blog
- Contacted a dozen well-known legal/political bloggers known to be partial to science fiction and tried to get them to review the book; all said they’d take a look at the book, but none of them ever responded to my follow-up emails
- Sent a couple of free press releases out through PRWeb to try and spur some news coverage
- Tried unsuccessfully to persuade my publisher to sell advertising in the book (about which see my blog post Should Novelists Sell Advertisements?)
- Spent waaaay too much time trolling Google, Technorati, Amazon, Yahoo, Icerocket, and other websites to see who’s talking about the book, what they’re saying, how they’re reviewing it, etc.
So now that you’ve gone through these lists of all the shit I’ve done to promote Infoquake and shaken your head in amazement/befuddlement at my persistence/foolishness, what lessons have I learned? What wisdom do I have to impart to other authors about how to promote their books?
1. You don’t necessarily need to spend a lot of money. Almost everything on the “useful effort” list above is a cheap or free enterprise. Conventions, of course, can be expensive — but surely you can do what I did, which is to attend cons where you can stay with relatives or friends and use frequent fliers/hotel points. Designing and programming a website can also be expensive if you don’t know what you’re doing — but it’s perfectly acceptable to use free WordPress software and a free WordPress template instead of hiring a designer/programmer like me.
2. Play to your strengths. My strengths (luckily) are web consulting and online marketing. As I’ve discovered, I’m a mediocre public speaker and not exactly a champion debater. I don’t have the world’s biggest Rolodex. But I’ve managed to find some areas that fit my comfort zone where I could excel.
3. Recognize that the most important aspects of book promotion are the ones you have little or no control over. Sure, spending time doing an interview with a science fiction fan site might get your name out there and sell 10 or 20 or 100 or 300 books. But the buyer at Borders or Barnes & Noble can give you thousands and thousands of book sales if he/she has enough confidence in the book to place a big order. The reverse, unfortunately, is also true.
4. Nobody knows when you fail… I did some research on discussion groups and ended up settling on Yahoo! Groups for an author forum. I created the forum, publicized it in half a dozen places, and nobody cared. So? I took down the link, I shrugged my shoulders, I moved on. People in the publishing biz might be able to track down your BookScan numbers and see how and where (and if) your book is selling, but nobody else is going to bother.
5. …But let everybody know when you succeed. Emphasize the positive. Spread the good word. Tell your friends. Brag about it on your blog.
6. You, the author, are the only one who really gets to decide if you succeeded or not. Today I got a note on MySpace from a reader saying this: “Don’t think I’m blowing smoke up your hindparts when I say that Infoquake is easily one of the best books I’ve ever read…. The depth and detail of this new world rank right up there with Neal Stephenson’s Diamond Age.” It’s comments like that that make me sit back and think, y’know, I don’t care if I sell another copy of the book. I’ve done what I set out to do.
Okay, not really. Buy more. Please.
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Comments
Thanks for sharing this info, Dave. I’ve been gathering bits and pieces of self promotion advice from different places on the web and from my agent and others for a few months now. My agent seems to think my bright ideas can’t hurt but mostly it comes down to luck. JA Konrath, on the other hand, thinks I should drive to every bookstore in North America and charm the pants off of every clerk I meet. Sooooo not playing to my strengths. I’ve given up on the custom T-shirts, a non-starter considering my lack of fashion sense, but custom guitar picks might be an interesting variation on the business card idea. I’ve got a few crack pot ideas left but I think the con appearances are where my efforts will be best spent as I ramp up next year.
“but it’s perfectly acceptable to use free WordPress software and a free WordPress template instead of hiring a designer/programmer like me”
Oh, now you tell me!
C’mon, Matt, I’ve got to throw everyone else off the scent so that your slick, ultra-fab Radio Freefall website looks that much better by comparison.
Of course, keep in mind that the things that didn’t work for me might work very well for someone else, and vice versa.
Just thought I’d let you know that my Thanksgiving holiday was nearly completely consumed by Infoquake. In the spirit of the Festival of Annual Stuffage, I sucked down the entire book in two days of glorious sloth and gluttony, smacking my lips and muttering contentedly to myself the entire time. I even occasionally remembered to roll over to prevent bedsores.
My only question now is…so, when’s the next course being served?
Thanks, Soni! MultiReal, Book 2 of the Jump 225 Trilogy, is probably 90% done and I’m really, really, really going to try to finish it by the end of the year. Unfortunately, that means you won’t see it for at least nine to twelve months after that.
So, having said all that and done all that, how are sales? Beyond first printing?
I’ve read (and greatly enjoyed) the book, but have no book of my own to promote… yet. Just curious.
I just read your article about book promotion–good grief, how did you come up with all of these ideas? I’m not the self-promoting type, and the thought of putting myself out there makes me want to crouch down into my hoodie and zip it up to my eyeballs. That said, I am trying! I’ve got a website up, I’ve been doing readings and book signings. I’ll try some of your ideas and let you know how it goes!
Thanks, Alisa! I’ll be curious to know what works and what doesn’t for you. As for how I get these ideas — well, I’ve worked in high-tech sales and marketing for some time, so unfortunately I think the promotional ideas run in my bloodstream now.
Ahh, thank you! It’s reassuring to hear someone else say that about short stories. I’m the same: I find it easier to write a novel than a short story. (Developing ideas in a short story is like f*ing in a phone booth. Er, I guess.)
In the past year, I’ve started a micropress and am producing my books entirely at home (feel free to ask me about that process, anyone; I’m happy to share ideas). It’s been a real breakthrough. Man, does it feel nice to just be sharing the story with people instead of supplicating and submitting to try to get the attention of editors who are too busy with business concerns to notice. All the frustration and bitterness, all that writer’s-block-inducing focus on “the industry”, have vanished, and now I can just concentrate on doing what I do.
Of course, this means I’m reaching tens of people, but readers are readers. As you say, just having one person ‘get it’ feels like it justifies the whole exercise (especially since I already have a day-job).
Still, I know I need to learn about self-promotion. It’s tough mustering the gumption to be your own shill. I found your blog from a link on Bob Baker’s website, and I’m grateful that you’ve shared your insights here. Thanks, and good luck!
- Hamish MacDonald
hamishmacdonald.com
Hamish: I’ve heard a number of people say that about short stories recently. They work for some people, not for others.
Good luck with your self-publishing and promoting. It is nice to be able to write without having to worry about “the industry,” as you say. Maybe one day I’ll learn that trick.
Hi David,
This whole blog thing is so new to me. I just plunged in yesterday and set up a blog with the first chapter of my book that is coming out in April. You can check it out at http://www.thechosenofazar.blogspot.com
I typed in authors on the search so I could check out other sites and found the article you wrote about your book promotion. Since I’m in the middle of that stage (pre-published) of promotion, I decided to check it out. Thank you for all of the information. One source I have spent money on, and time will tell if it is a good investment, is the American Association of Authors and Writers. They have a special on right now for new members that includes a full year of promotion.
Your blog site reeks of professional; mine reeks of amateur. Yours really is a great site! I know I’ll be returning to read more of your articles.
Best of luck with your book.
Regards,
Carol
Carol: Thanks for the kind words, and much success to you and your book as well.
[...] How I Promoted My Book [...]
Hello Dave
Whoww!!! That’s what I call determination. To come up with that many ways to promote your book and website and to then actually do it merrits kudos!
Recording a few chapters and putting them up on the website certainly is one good way of getting attention. Have you thought about recording the entire book and then offering it officially as an audiobook? We’de be happy to add your book on Audio Books Corner, let me know if this is something that you’re interested in.
Thanks, Rolf! I would certainly be interested in seeing my full book published on audio, but it’s really the publisher’s call, since they have the audio rights. Meanwhile, I’ll keep an eye on your site!
David, anytime, maybe your publisher is interested?
Also, you may have noticed we have an affiliate program, feel free to join, maybe some of our books fit your blog, put up a link (can be done for idividual books or whole categories) and any sales that result will add a small amount to covering your server expenses etc. Send me an email once you’re signed up, I’ll up your commission from the 10% ususal to 15% immediately (normaly reserved for volume producers)
You are a publisher’s dream come true! Getting authors to do publicity is often very difficult, and publishers will often spend many $K’s to get websites published and to promote bookstore events. Really, your agent should get on Pyr’s ass and have them do a lot of these things themselves. But as long as you’re having fun promoting, and it’s working, good job! By the way, I’m recommending your book to all of my techie friends at work. And the MBA types too!
Thanks, Kendall! Nothing like word of mouth to sell those books.
I think there are probably many more self-promoting mavens than you realize. And just because I’ve done a lot doesn’t mean that Pyr’s done nothing. Just check out my editor Lou Anders’ blog and search for all the references for Infoquake. There’s a zillion of ‘em.
Nice job, David. It’s great to see someone else out there talking about promoting a published book. An author really has to do everything you did and then some. I even created an online game for my scifi fans – http://www.ringsoforbis.com and sometimes (read: often) I still feel it’s not enough. But I’m off to get your book now!
Hi thank you for all of your helpful info.
I have written about my experiences as a Christian. They are faith building testimonials. My daughter being raised from the dead, the way God brought us to America from England, my mission trips to Africa e.g.
How can I market these Christian booklets?
Blessings to you!!!!!!!!!!!!!
Kathryn
Kathryn: Can’t say I can really offer much advice to you, given that I’m a hard-core atheist who knows nothing about the inspirational book market. I suspect the principles of book promotion are the same for any market, though — it’s just the details and the particulars that change. Anyone have anything to add about promoting these kinds of books?
OMG! Your promotions are amazing, but ever so daunting to those of us who lack the promotional gene.
I recently published my first volume of poetry, “Naked”, and now I face the huge wall that is Promotion. I have made reference to it on my blog, on myspace, and on my tagged.com page, sent the information to everyone on my email lists, told all my friends, and have done one interview for an e-zine that is distributed far outside my own sphere of life. The possibility exists to do a local poetry reading but that terrifies me.
Somehow I need to promote this book so that I can at least break even on the money I have to spend purchasing books for the purpose of promotion. That is a downside to self-publishing, especially when you can’t afford to purchase many copies of your own book to give away.
Tell me again why I wanted to publish a book? Oh yes, because my poems actually touched those who read them. So I need to get my lazy slothful self out and promote it to the max.
Thanks for sharing your ideas, and continued success on your book!
[...] How I Promoted My Book [...]
http://www.trafford.com/06-1593
Fascinating information indeed, David Louis Edelman.
I thank You Sir.
As You can see Sir, my new self published novel entitled, Ancient Nemesis, ( Journey to Pluto ) has now been published and my journey of the learning process is just now beginning.
I ingest your Infoquakes, one bowl at a time.
I wish You, much success on your novel.
It’s on my list.
Thank You ! Well done indeed.
Eric Wilkins
http://www.trafford.com/06-1593
Thank you so much David Louis Edelman for sharing your promotional ideas with the rest of us struggling writers out here! Marketing and promotion is a whole other skill set that is completely foreign to me. However after one too many rejection letters I decided to start a blog
http://cerealfiction.blogspot.com/
and let the public weigh in on the merits of my writing…I had a vision of legions of fans clamouring for my book to be published (hey a good imagination is why I’m a good writer!) The blog hasn’t been out for very long but I have received some positive feedback…no clamouring yet though. Good luck to you David with your writing…I’m sure you’ll go far! You definitely know the way to a publisher’s heart.
Cheers,
Pamela Kenney
Dear David,
My name is Alan D. Busch, author of Snapshots In Memory of Ben. I’m in the process of promoting my book far and wide and have been doing several of the ideas you discussed, Thank you for all of the ideas … I plan to implement as many of them as possible.
My best review thus far is the following: see the current issue either in print or online at JewishPress.com, click on features and my book is right there.
Continued success on your book.
Sincerely, Alan D. Busch
HI David,
Thanks so much for this wealth oc information on promoting the books! I am a contributing author to an anthology called, The Spirit of Women Entrepreneurs (Love Your Life Publishing) and still have a couple of cases of books to sell, and until recently, these cases just sit here. I’ve given each of my family members (adults only) a copy for Christmas, and have given a few away at conferences I’ve given. Recently, several coffee shops and a couple bookstore agreed to take them on consigment, and a couple offered to do book signings. The first is coming up in a few weeks! I’m broke and printing my own flyers, and asking friends and family to put them up.
However, it sounds lie there’s a ton more I should do to recuperate the money spent on these books!
Hi David–a friend just recommended Infoquake to me, and I’m very much looking forward to reading it, but this info on self-promotion is just fantastically good advice. I’m speaking at the Pilcrow Lit Fest in Chicago in a couple of weeks (pilcrowlitfest.com) at the “Low On Dough” panel, and you’ve basically said everything I would have said, only better (that is, *you* said it better, not me
I’m going to print out these pages and use them as a guide, giving you full credit–might even make copies and just hand them out: “Here! Here! THIS is what you do! Listen to this Edelman guy, not me!”
Seriously, thank you and congratulations on your success. You’re proof of the old maxim, “The harder I work, the ‘luckier’ I get.”
Tim: Glad you enjoyed the article (and hope you enjoy Infoquake)! Yes, feel free to print, copy, distribute all you want, as long as you attribute to me.
I want to promote this book First Lady President a fictious book where you could have knowledge on election campaign.It is a fictional take on a US presidential election campaign featuring a female candidate .
I’m not surprised that your book signings were not successful. Unless you are a household name, they do not work. I was surprised, however, that reading your book in book stores did nor bring better results. Did you have readings in local bookstores? Maybe by going where you are unknown the results would be better. “A prophet is accepted everywhere but in his own hometown.”
John: The problem is getting people to show up to the readings in the first place. Apparently from what I’ve heard, it’s a difficult chore for many authors, not just the newbies.
Thankyou SO much for this! My first book has just been published and I needed to read this post.
A damn good post. I found it both heartening and disheartening. I’m desperately trying to promote my own book and I’ve already been down one or two of the paths that you’ve been down.
I HATE promotion, yet know it’s something that simply has to be done.
I shall keep your post on my bookmark to re-read — several times.
Thanks you.
Thank you so much for writing this post! I’ve read countless articles about book promotions, but none showed real, honest results about which tactics are truly worth the effort. I’m inspired by your enthusiasm and dedication. And yes, I have noticed that the sugar cereal is always part of the healthier breakfast items. That made me laugh so hard I nearly snorted pinkish Lucky Charms milk out of my right nostril. Thankfully I was able to stop just in time to keep from ruining the magical deliciousness. Thanks again! You’re the best.
[...] did to market the trade paperback (released last summer), kinda like what my pal David Edelman did here. But in the meantime, I need to think deep. I need to strategize. And as an experiment in blogging, [...]
I loved this article, I had to laugh. Being in marketing and promotions of my indie film company–I have experienced doing these type of things, but when I wrote my first book…lol, well, my efforts are starting out to be about the same as yours. Thankfully I already had the infrastructure…so we’ll see.
LESSONS WE LEARNED FROM OBAMA: from a former Republican mother of five
http://www.blurb.com/bookstore/detail/549717
I must say it was enjoyable reading this page. I’ve been a self published author for many years…after making the mistake of writing for a publisher…never do that again. Normally I write geek books which have a very specific target market. Some of your fans might even be readers of “The Minimum You Need to Know” book series. (http://www.theminimumyouneedtoknow.com)
I’ve recently just written my first novel. I didn’t set out to write a novel, but I have written one anyway. It’s all the fault of an interviewer for one of the book review services I used for my geek books. The guy asked me where I thought the IT industry would be in 5 years and I said it was going to be the basis for the next nuclear war. Needless to say, there wasn’t enough time and space in the interview to expand upon that thought, so, there is now a novel which tells the story of how it is going to come about. Since the world is trying to be greener, I released the novel in eBook format first, and won’t print it until the eBooks sell over 100,000 copies. Given there are EPUB, Sony, or Palm compatible eBook readers and this novel is general interest, I think it is fair to let that group of people decide which novels get to slaughter trees.
The single best thing I have found for book promotion is the bundled Book Review and posting packages some places have. They have someone write a professional review of your book, then post it on 10-200 “high traffic” book review sites. Many authors make the mistake of seeing price tags of around $500-1200 for each of these review services and try to use them one at a time. Quite honestly, they wasted their money when they did that. You need at least 3, but prefferably 5 of them to release their reviews all in the same two week period. This creates a “buz” as far as the search engines are concerned and it gets people talking since not all of them visit the same book review sites. We shall see just how well it works with the release of “Infinite Exposure”. http://www.infiniteexposure.net. As I’ve said, I’ve never stepped into the “general” market before.
Stay Driven” and my new book and my new book You Can If You Think You will give you the Positive Drive, Focusing and Motivation to keep you
thinking Positive. I beleave that this book will help so many.
Author: Archie Smalls You Can If You Think You Can!
very helpful information…i’m still making efforts to get my book out there…help
Would i… should i… could i… how do i… FORGIVE…?
worth talkin bout…
it gives solutions 2 impliment…
These websites showing where you can promote your novels are really helpful. I’ve done a lot of promotion on Facebook, Goodreads, Amazon, my own website, etc, but some of the ideas you presented I’ve never even thought of. I hate promoting myself and my novels, but if I don’t do it, who will? Thank for the great ideas!
Author of “Don’t Mess With Earth” and “Out of Time”
Super good advice…wait, let me re-phrase that…super good FREE advice! Gosh, I wish all published authors would do something like this! I’m not even a SF fan (no offense) but whatever one’s genre you’ve laid out the basic foundation of what to do in book promotions – - its all there!
Also – and here’s a really interesting caveat (one I didn’t expect when I started my ‘book promotions’ Google search)…I kinda want to read Infoquake! Gulp!!! No, seriously – I really do. And I don’t like SF! So Congratulations – - you’ve done a GREAT job! Free community advice…SEO at its simplistic best…promoting your book…Genius
Thanks, Connie. Wow, it never occurred to me that I might pull in some new readers by listing my book promotional efforts on my blog…
Thank you for your lovely suggestions. I will use many of them when I lecture on this topic to my Santa Barbara City College Marketing students in the Fall!
A good list for any novelist to follow. Thanks. I’ll tweet it.
http://www.twitter.com/johnkremer
Really useful post I’ve just found through Twitter. Thanks for the tip on podcasting, I’m just about to dip my toe into those waters.
Hi,
Thank you very much for your valuable suggestions. I am a new author from India and published my first book last week I too wish to promote my book. Your suggestions will surely help me.
http://www.kaimaparamban.com
http://www.twitter.com/kaimaparamban
I too am tryingto promote my debut novel, Mohave Mambo. I have tried much of what you have done in promoting your book. I found I was quite good at readings, public speaking and not so good with the internet/blogging/etc. promotion. I am scheduling readings all over the state of Michigan in independent book stores, and since I’m retired, I can spend a day or two or three getting to the event and enjoying meeting new people, reading excerpts, exchanging info with other writers. Thank you for you many helpful suggestions on promoting one’s artistic creation.
Hey this is a great run down. I am at the crossroads of self publishing a childrens book and have some of the things you have mentioned in my bag already to draw upon. I’m book marking this to check back. Thanks for the advice!!
[...] enough to be getting on with, don’t you? Although if you are out of ideas, I do love this post by David Louis Endelam that details all the weird and wonderful ways he promoted his book, Infoquake. It’s from 2006 [...]
[...] it. Simples. You can do other stuff of course – and for that, I’d recommend visiting Mr Edelman – but I’ve not consciously gone out to market myself. I’ve just set up a digital [...]