Xlibris author David Pendery talks about marketing his book, learning it the hard way, and eventually reaping the fruits of his labor.
Spreading the Word
It was certainly a joy when the book was out—as I am sure you all have felt this—and I immediately got to work promoting and marketing it. Certainly this is a big job, but surprisingly it’s gone well, although to be sure mixed. You really have to hit the pavement when you start marketing your own book, and get out there and visit all sorts of locations, businesses, community groups, schools, etc. You have to get your posters up, get your cards handed out, and get books in the hands of people. I focused at first on colleges around Taipei where I live and had good success getting my posters up in these locales. I also visited several bookstores, because I wanted to see that my book could be purchased in the city and not just available online. Some of the stores ignored me, but one small local seller agreed to take the book, and then I hit a lucky break and the owner of a well-known bookstore in Taipei (he is also an editor of dictionaries, translator and teacher) agreed to take my book. When I saw that he had a little area in his store devoted to my book, with a poster, it was a thrill. In turn he gave me much more help, offering to sell the book in his other stores in other cities in Taiwan, linking me up with other booksellers, putting me in touch with important cultural figures in Taiwan, to whom I mailed copies of my book, and arranging for more copies to be printed, which he thinks is necessary, particularly after my book received a favorable review in the Taipei Times, a large Taiwan English newspaper here. This was a tremendous boost, and I would certainly advise new authors to try to find a contact in a good bookstore, or in academia or publishing, this way.
I further contacted publications to get them to cover my book, and although most ignored me, I got a Chinese newspaper in the US to write an article about me. Additionally, as noted the Taipei Times reviewed my book. I was bowled over when I opened the paper one Tuesday morning and saw the review in this paper, by a very talented reviewer who works for this paper. I held my breath, because there is always the chance the review could be negative, but breathed a sigh of relief when it was quite positive. I am sure this was a huge boost to my marketing efforts, and needless to say getting book reviews is vital. Another international magazine declined to review my book, but did post a small notice of its publication. I also went to one teacher I know who teaches magazine journalism and tried to get him and his students involved, in order to write a piece about me for their school magazine. However, he let me down and did not come through. You certainly have to get used to these let-downs, and a lot of work is required to get your book noted in publications. For example two cultural/community groups I contacted about a book introduction and signing in Taipei made no effort to help me. Another small let-down was a hostile review that somebody posted on Amazon. I think you have to brace yourself for occasional negative reviews, although I can say that I think nobody pays attention to this reviewer, as his writing and ideas were foolish and inapt.
Other reviews on Amazon and Barnes and Noble have been positive. I have tried to get other friends to write these online reviews—pushing my own publicity—but have had less luck. It can take time for a person to construct work like this and some people don’t bother with it (but I would encourage you to try to get your friends to help; remind them they can publish these anonymously, and they do not have to leave their real names online).
I also contacted local radio stations, and though again the response was mixed, one agreed to interview me—probably I could have done even more with such electronic media, and people in their home countries working with their native languages (the Chinese in Taiwan is not native to me, and it does limit my contacts) can no doubt get better media coverage. Again here I had to give away copies of the book. You find that you definitely incur some expense with free copies you have to give away, but that is another reality. A small thing I did was to drop off small stacks of cards at various locations, such as restaurants or coffee shops, making this small publicity move.
Another move was to help organize a Book Fair, which will be held in Taipei on April 21, 2013, with about five or six other foreign authors who live here participating. In fact I had seen this Book Fest two years ago at a local pizza parlor, and I went back to them and asked if they were going to do it again. They were puzzled, and then realized a friend of theirs had set it up, but that he had not plans to do it again. They put me in touch with him. When I brought it up, he became excited to do the book fair again, and from there he set it up and it took place, generating good attention across the Internet, in blogs, etc. So this shows how you can make things happen by drumming things up and reaching out to others, even when they don’t expect it to happen. Another thing I did, of course, was to post my book on Facebook, on various blogs, etc. I am not truly skilled at this effort the way some people are, but it seemed to help in small ways.
In sum, I think my marketing efforts went pretty well—but again, they require a lot of work and you have to pound the pavement and be prepared for disappointment. I would not discourage anyone from getting professional marketing help if you can afford it. In any case, you have to focus on your marketing efforts, and try to make things happen.
David Pendery reveals more of his insights in the third installment of his special feature here at the Xlibris Blog.
Visit the Xlibris Writer’s Workshop to better your writing, editing, and book marketing skills.