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Published Article
by Patricia Fry
How to Promote Last Year's Book
Appeared in the PMA Independent December 2006
Most authors put a lot of time, energy and money into book promotion during the first year after publication. And then what happens? Some of us get involved in writing and promoting other books. We get back to our paying jobs. We take a little well-deserved time off. We sit back and hope to enjoy the fruits of our intense promotional labor.
Over time, you may experience flurries of book selling success-Barnes and Noble orders a few books for customers, someone reviews the book and there are some sales, you're invited to speak at the Downtown Lion's Club where you sell a few books. But for the most part, you have moved on to other things feeling as though the shade has been drawn on your window of opportunity for promoting your book.
Not so. Of course, the best time to promote a book with gusto is when it is brand new. But there are plenty of ways to promote your book even when it is a few years old. That is, unless the information is time-sensitive. A medical or technological book on the latest discovery might lose its appeal over time. But most novels, children's books and nonfiction titles should keep on entertaining, teaching and informing through several incarnations.
How do you promote a more seasoned book-one that has been around the bookstore a few times? Can you still get your older book reviewed? Will editors give last year's book any attention at all? You'll be happy to know that the opportunities for publicity does not end when your copyright is one, two or even five years old. Here are some ideas for promoting your older book:
- Get book reviews. Some Web sites and magazines will review good books no matter the vintage. Locate book review Web sites and magazines, but also seek out those that relate to the theme of your book. I'm often asked, after a review of my book is posted prominently somewhere, "How did that reviewer find out about your book?" And I reply, "From me. I contacted them." Don't sit back waiting for someone to review your book. Seek out appropriate reviewers and request reviews no matter the copyright date on your book.
- Contact libraries. Some of my books are with Quality Books and Baker and Taylor-both of whom distribute books to libraries. I spend a couple of hours every few weeks emailing press releases to libraries telling librarians about a particular book in my published collection and suggesting that they order it from one of these wholesalers. Inevitably, I notice an increase in sales with my next accounting from Quality and B&T. Tap into an extensive library directory at: http://www.ala.org or http://www.librarydirectory.com
- Promote in tandem with world/country/county events. Maybe you have a book related to weather patterns. Certainly, this nation's people have an increased interest in weather with all of the freak and unusual weather occurrences in recent months. It doesn't matter the age of your book if it relates to something in the news.
- Think seasonal. If you have a book of stories about famous mothers and daughters, consider promoting it in time for Mother's day. Convince your local newspaper (and maybe those in other communities) to run a piece featuring your book or write something for the newspaper suggesting a variety of gifts for Mother. Of course, including your book on that list. I accelerate my promotional activities for my book, The Mainland Luau: How to Capture the Flavor of Hawaii in Your Own Backyard in time for Father's Day and even throughout the summer months. My book, Creative Grandparenting is a great gift for Grandparent's Day and I make sure to promote it for that occasion. Promote your Christmas story book in November and December. Some newspapers, magazines and Web sites will be delighted to publish your press release or to review the book for their audiences. Continue to send press releases featuring your military memoir every Memorial Day, no matter the copyright date. And if your book focuses on friendship, you should be able to get some exposure for it every year around Friendship Day on August 7.
- Think regional. A book that is of regional interest can sell in that region forever. I can attest to that. I produced the first edition of my Ojai Valley history book in 1983. I revised it in 1999 and it is still sells steadily in Ojai, CA. And I sell this book nationwide, as well. Just yesterday, I got a call from a bookstore owner in Massachusetts with a PO for that book. If I want to experience increased sales, I do additional promotion-go out and speak at various service club meetings and other gatherings, for example.
- Do something new to promote an old book. Set up some speaking engagements, build a new Web site, expand your existing Web site, come out with a pamphlet or booklet related to your original book or celebrate the one, two or five year anniversary of your book, for example. And be sure to send press releases to announce these changes/mile stones. While an editor may consider your older book yesterday's news, he/she is more willing to report on something that is newsworthy and fresh. My writing/publishing-related books get press every time I plan a talk or a conference about writing or publishing. I also got press when I started my publishing blog.
- Make news. Start a charity, throw a party, volunteer in some major capacity, donate half of the earnings from your book to a cause during the holiday season, for example. I taught a free 6-week publishing workshop for a group of home-schooled children a few years ago and got some press for my efforts. I threw a luau for 100 people once, and invited the press. I guess they liked the food because they gave me a whole page in the county paper a few weeks later. And, of course, they wrote about my luau book.
- Come up with new ideas to promote an old book. Stage home parties around the theme of your novel. Create costumes and scripts and involve guests in a reenactment of the story. If you have a cookbook, produce a pamphlet or booklet of recipes and send them, along with an order form for your book, in Christmas cards to your entire mailing list. Send these early enough that folks can order books for holiday giving. Launch a contest or create a seminar around the theme of your book to draw attention to an older book.
Patricia Fry is the President of SPAWN (Small Publishers, Artists and Writers Network). She is also a full-time freelance writer and the author of 27 books including The Right Way to Write, Publish and Sell Your Book, revised 2nd edition and The Author's Workbook. www.matilijapress.com. Follow her blog at www.matilijapress.com/publishingblog.
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