Marketing

Your Question: Milly Balzarini asks,”The Lost Road Home” became a book because my husband suffers from PTSD due to combat in Vietnam. Writing the book was easy compared to selling it. I am not a salesman and I need some help marketing this book . Any suggestions would be helpful to me. Thank you!

Sue’s Reply: First of all, Milly, I’ve checked out your website (www.thelostroadhome.com).  It’s great, and a terrific start.  (It convinced me to order a book!)  Plus I see that THE LOST ROAD HOME is available through Amazon.  You’ve taken some very positive steps.  So some of what I say here will not really apply to you, but maybe it will help others with the same question. 

I remember being totally blown away when I realized that I had to be a salesperson for my first book (and all books after!). For crying out loud, wasn’t writing it enough!  Nope.  And that was in the good old days when publishers allotted more for book promotion than they do now.

So whether you self-publish or even if a large house brings out your book, once that book has covers and an ISBN, You the Author suddenly have to morph into You the Salesperson, You the PR Guy and You the Marketing Maven.

The good news is that there are so many more resources out there now, and a lot of them are free.

1. The first step is to convince yourself all over again that your book deserves an audience.  

2. Second, in the case of non-fiction, as Milly’s book is, the author must have a platform – a legitimate connection to and knowledge about the subject. 

3. Third get very brave.  Ask for airtime, for presentation opportunities, for book table space.  The worst that can happen is a “No”, “No thank you”, or a door slammed in your face.  None of that is fatal.

Go out there and volunteer your time and speaking abilities to libraries, focus groups and volunteer organizations. Tell them you’ll speak for free, but would like to bring books to sell. Be alert for any programs on radio or television that are currently hosting discussions or programs that highlight your subject.

One that comes to mind right at the moment regarding Milly’s subject matter (Post Traumatic Stress Disorder) is the new season of Kiefer Sutherland’s television hit “24”. One of the main characters (a woman) is dealing with PTSD. It’s time to call a few radio stations and even television stations and pitch your book. FOX affiliated station managers can be reminded that one of their prime time action dramas is all about PTSD, and you can explain to an audience what that’s all about.

Google author events in your own and adjoining states, and in any state you happen to be visiting, and invite yourself along.  Many of my relatives and friends have opened doors for me where they live (and provided me free room and board for a couple of days) for library presentations and bookstore and media events.

Here are a couple of websites of interest, but remember that the folks at these sites are trying to sell something in addition to giving away free information. Buyer beware! With that in mind, check out John Kremer’s site and his book “1001 Ways to Market Your Book”. Check out www.WritersServices.com. Again, they have free stuff, but also services for sale. Don’t buy anything unless you’re absolutely sure you are willing and able to make this investment EVEN IF IT GIVES YOU NO RETURN! (Personally, I’ll stick with the free stuff, other than an occasional purchase of a how-to book.)

Marketing is hard work, but it’s something that every author has to do.  As you know, Milly, it’s part of the package.  Good luck!

Blessings, Sue