As a book publicist I have a strong opinion about book tours. Authors tend to think they are a great idea because they see Bill and Hillary Clinton, Rachael Ray, Howard Stern and other big names out on the circuit and think that’s the way to promote a book.
Frankly it’s just ONE way to promote a book and is an element in the overall marketing of a book. The reality is that unless you are well known it’ll be you, the flower vase along with your book at the little table waiting for people to approach you. Now don’t get me wrong, book signings can be very useful and even if you don’t sell books it gives the media a reason to write about your book right now in order to promote the event. Without that reason to do the story right now, they have plenty of other books to write about since most reviewers are deluged with dozens to hundreds of books every week. And that’s where I believe book signings and book tours are most useful.
In fact, book stores that have turned down a client will happily book them knowing a mention of their store will be in an upcoming article. Westwind Communications has obtained media coverage and then pitched a book store with a guaranteed mention if they book the author. This technique usually works. How can they refuse? The PR for the book signing, which can be difficult and time consuming for them is already done.
Book stores want enough lead time to put an announcement in their newsletter, get a press release out to their contacts, create flyers and in-store promotion. They hate last minute plans, and who can blame them? So it’s important to work a few months in advance if possible. But should you get a media interview and you know it’s going to hit on a certain date then it makes sense to pitch a book signing to the area book stores and then get back to the media outlet to add that appearance in at the end of the story.
Book stores also like to have the book available in “their system” before booking an author signing. This means that the book has to be available on their computer when they look it up so it can be ordered through regular channels, IE their own system, Baker and Taylor etc. There are exceptions to everything and sometimes an author can bring books into the store and sell them giving the store the profit from each book as it would expect. But, that tends to throw a monkey wrench into the mix and the big national chains tend to shy away from this for one reason or another. Sometimes I believe it’s the extra paperwork it creates. In the case of a short notice booking you may have better luck going to smaller independent book stores where the owner is on site. It’s there where they may seize the opportunity. They tend to be more open at a chance to book an author for an in-store appearance.
The bottom line: There’s no way to know how you’ll be received in a book store, whether you’ll sell many books or even one book. But, unless you try it you’ll be wondering. So, my recommendation is to try it. See what happens. Frankly, often what happens is something good that goes way beyond simply selling a book. You might meet a local librarian who’ll invite you to speak to a library group, or a member of a book club who’ll do the same. You may find a member of the media who’s looking for a new angle on a story, or just trying to get some feature story ideas. After you’ve done a few book signings you can see if it’s worth your time and effort. You may just be surprised.
To learn more about this author, visit Scott Lorenz's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
Should Authors Do Book Signings? Book Publicist Says "Go For It"
|
| |
Are book signings effective? Are they are good use of resources, ie the author's time, the publicist's time etc? Book publicist and book marketing Scott Lorenz says yes. Just do it! "Frankly, often what happens is s...
|
The Savvy Author’s Guide to Book Publicity
|
| |
The Savvy Author’s Guide to Book Publicity – Lissa Warren; Carroll & Graf Publishing, 245 West 17th Street, NY, NY 10011, 212.981.9919; paperback, 336 p, January 2004; ISBN 0786712759; $14
|
When a book is finished
|
| |
It takes a long time to finish a book. Even after it’s done it isn’t finished. It lingers in you for a long, long time. Even then, after you think it’s gone, it isn’t.
|
Authors and the PR Blues
|
| |
If you're self-publishing, you know it's up to you, but even if you are publishing with a major house, view your publisher primarily as a printer and distributor and assume that all of the responsibility for secur...
|
The New PR Toolkit
|
| |
Book Review -- Strategies for Successful Media Relations – Diedre Breakenridge, Thomas J. DoLoughry; Financial Times Prentice Hall, Pearson Education, One Lake Street, Upper Saddle River, NJ 07458; (201) 236-7000, w...
|
|
|
Scott Lorenz
(Visit Scott's Website)
Scott Lorenz is President of Westwind
Communications, a public relations and
marketing firm that has a special knack
for working with individuals and
entrepreneurs to help them get all the
publicity they deserve and more. Lorenz
has handled public relations and marketing
for numerous doctors, lawyers, authors
inventors and entrepreneurs since 1980 and
is an integral part of the marketing
strategy for many firms.
Lorenz has arranged for plastic surgery,
LASIK surgery, dental surgery, liposuction
and BOTOX for numerous radio, TV, and
Sports personalities in Michigan. He’s
arranged endorsements with members of the
Detroit Lions and Red Wings as well as
Detroit TV and radio personalities helping
to convince customers that it’s safe and
desirable to use elective medical
procedures.
On an international level, Lorenz handled
the public relations effort for Kevin
Uliassi, a balloonist attempting to become
the first person to fly solo around the
world in a balloon. More than 135 news
organizations generated over 4,000
articles and newscasts worldwide during
the launches and flights over a four year
period.
|
|
 |
|
Scott Lorenz's
Complete
List Of
Public-Relations
Articles
|
|
If you enjoyed this article, get Scott Lorenz's Complete List of Public-Relations Articles For FREE!
|
|
|
|