• Bookstores
• Libraries
• Schools
• Rotary Club, Chamber of Commerce, or other community-styled clubs
• Local businesses (like coffee houses or wineries) where you can come to an agreement and consign some books
While many of these may have stipulations involved, this is a great place to start. I’m sure there are other places you can think of, so jot them down and introduce yourself. There is also a lot of gray area now with the slowing of DTP (Dead Tree Printing/Publishing) with the increase of e-books/new age media. So, if you are strictly e-book/podcast, some of this may not relate to you at all. Let’s go over these five bullets though:
Bookstores - This can be a tough subject for those of you trying to do this on your own. If you aren’t “traditionally published” it is very hard to get into the brick and mortar venues. Reasons like having to be returnable and discounted are a constant blast of white noise in the ear of those trying to get things moving for themselves in this cut-throat world. When a short time ago consigning books in these locations was an option, new corporate models have basically nixed that for local authors trying to make connections in their communities where the majority of the people go to find their newest reads (there could be a few of you grandfathered in… count your blessings). Don’t let that create dismay in your lives though, many indie shops are still willing to consign books with you. Go and search them out. Give them a copy to read and get familiar with. Buy them a coffee when they have finished reading it and talk about your options. Store willing, set up some promo material with them and a signing for the general populous. This may be your first step into an area you are unfamiliar with, but with a bit of good cheer success is only a few steps away.
“Don’t be afraid to promote yourself and simply ask. I went into the local Borders two years ago and since then I’ve been in three stores and have sold hundreds of books from just that one contact.
“Follow through and be persistent. I have lost several opportunities by not following up on the first contact I made.”
-- Paul Byers, author of Catalyst and Arctic Fire
Libraries - Also packed with some hurdles, libraries of course can be a great place to get your title at. Maybe set up a meet and greet with the managing staff and give them a book to look over to OK by the library board (the hurdle). After they have (hopefully) stocked it on their shelf, depending on your genre, do a reading or two for the community members to get your name out there and get a face with the name. Set up discussion questions, do things to help people remember who you are. If you are self-published, see if they will host a signing. Find out what it takes to get on their list of ‘loanable ebooks’ if they have an e-book loaning program.
Schools - Sign up to help out with a creative writing class. Introduce yourself to the local English Department chair and get them a book to read - perhaps they will pass it off to other teachers, or better yet, students looking for more material to read outside of class. Volunteer at an adult learning center and offer to use your book as reading material if it fits the situation.
“As a published author attempting to let the world know I exist, I have found two types of community involvement to be essential in achieving that goal. First of all, networking with your fellow writers and authors is a must. I'm a member of two local writers' associations as well as an author association (New Hampshire AuthorFest).
“The second type of community involvement relates to working as a writing expert for local libraries, schools, homeschooling groups, literacy organizations, and writers' associations. I write young adult fantasy and have found that schools are a great place to get involved. You get exposure for your work, which is great, but you're also doing something even better - you're helping kids (and their teachers).”
-- Kristina Schram, author of The Chronicles of Anaedor: The Prophecies
Community-based Clubs - It may sound odd, but this is a great way to get your title out to some of the most influential members of your town. That one place you pitch to may have 25 members who have 10 local connections each. Word spreads if you make a great impression.
Other Local Businesses - More artsy-type locations typically work better, like coffee houses and wineries, but local stores enjoy promoting local things in a scratch yours-scratch mine mentality. Keeping things local not only help fund your community, but also give bragging rights for when you go big, “I hosted their first book here when they were starting out.”
"Promoting locally is something that I feel to be very important for authors, and something that I think is often overlooked. Over the past few weeks, I've had articles written about me in four local papers (some on the first page), and I have events scheduled at local schools, libraries, community organizations, and bookstores. I think that it's part of human nature to have a certain amount of community pride, and most people are very interested and excited to hear that someone in their area has written a book. It's viewed as quite an accomplishment.
“We also can't forget the importance of customer ratings for online retailers. These ratings are an integral part of the new world of digital publishing. When local fans comment to you about your book, encourage them to post a rating and review. This, in turn, helps get the word out to the rest of the world. Those that feel a connection to you are more likely to take the time to post something because they want to show their support.
“For these reasons, promoting locally can be the most cost effective and rewarding marketing that you do."
-- Ethan Cross, Author of THE SHEPHERD
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Something you must always keep in mind with any of these ideas: Don’t go into every place, every time, trying to sell your book - sell yourself. Perhaps I have come across as book, book, book, book because ultimately that is what people will be able to put in their hands, but people are not going to want to hear the constant jabber of “my book this” and “my book that”. They want a person to relate with, a memory to be reflected upon for your generosity, and/or a member (you) who is looking to enhance a community experience.
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Not to be forgotten about, create a press release and get it to your local publications (newspapers, magazines, etc). They may not all post your book release, but a few might which will drive awareness that you exist. In this case, any press is good press.
Some, or all of this may sound simple. Perhaps it is just that you need to get out there and do it. Or perhaps you feel like it is a big waste of time. It could even be “so last year” (in my best valley girl voice), but as I said above, you need to start somewhere. Stew over it, brainstorm some more, and get crackin’.
All of these of course are general ideas on what I’ve heard other industry professionals do and succeed at. I would love to hear from those of you who have had these things work for you, and likewise which is just as important, what hasn’t worked. Be honest on why you think it did or didn’t work. Failure on your part isn’t weakness unless you let it cripple you.
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