Market My Novel

Your novel is out next month. This month and the two months following, you have to hit the virtual road running, guest blogging every day, updating your MySpace, Face, Twitter, Ning accounts, Bebo, Squiddo, YouTube…

Whew! With a list like that, it’s no wonder authors don’t want to market. It takes away from valuable writing time. Some opt to not market at all, while others ask friends and family to help out. Some who decide to spend some serious cash to be a success hire publicists.

Publicists come in a variety of forums. There are now companies that specialize in virtual tours only, while others handle a full media package. These options look attractive to authors – especially when publishers refuse to put marketing dollars behind anyone but Nora Roberts or Dean Koontz. But is this the best marketing solution?

Before you hire someone on the fly, check your budget. Are you willing to spend a lot of cash – or go into more debt – to hire this person or company? Are you dedicated enough to marketing that you can be a key player in the proceedings? Do you know enough about marketing to be able to get the best bang for your dollar?

If you answered yes to any of these, then you are ready to hire someone.

The best way to find a publicist is word of mouth. Ask around, see what individuals or companies other authors in your genre and budget bracket work with. Google them and other companies to see what’s out there. Check with your local Public Relations Society of America chapter to get recommendations and guidance about the best in your area. Ask someone at a local newspaper what publicists and PR executives they deal with. Put a shout out in forums, on your blog or Twitter, which is fast becoming the hottest micro-networking site around. It is best to hire someone you can meet with face-to-face. That will not always be possible with virtual companies; just check these even more closely before you sign on the dotted line.

How do you know you are hiring the right person? Here are some questions to ask before plunking down your dough:

    •    Have you read my book(s)?
    •    What did you think of them?
    •    Who is my publisher?
    •    What is your favorite genre?
    •    How many other authors do you represent?
    •    How many hours do you plan to work on my account alone?
    •    What strategies have you found successful in marketing specific to authors?
    •    How will you use the Internet to create a viral message about my novel(s)?
    •    How will you brand me?
    •    What types of graphics will you use to promote my work?
    •    Are you willing to work with the publisher if necessary?
    •    Show me what you have planned so far for marketing my novels.
    •    What do you think of book trailers? How do you incorporate that into your marketing plan?
    •    How do you plan to drive more traffic to my Web site, MySpace, Facebook, Bebo, etc.
    •    What are your online site visit goals for each of these sites?
    •    Tell me about some of your most successful outside-the-box ideas for all clients.
    •    What were some failed ideas?
    •    What items are included in a standard contract and what are additional expenses?
    •    Are you truly passionate about working with me?
    •    Why do you want my account?
    •    Who writes your news releases? Is it your or someone else?
    •    Give me some examples of your client marketing pieces (news releases, freebies, brochures, posters, CDs, DVDs, etc.)
    •    Give me three references.

Don’t automatically turn away someone who has not yet represented an author. If the person has great ideas, is passionate about your genre and your work, think about cutting them a deal. They get training ground while you get a very reduced rate, plus some extras to showcase to others exactly what this publicist can execute. A great extra would be a book trailer, which can cost some heavy cash.

When you ask for references, see if you can also get one for a failed campaign. If that client still has a good thing or two to say about the company, then they must have done something right.

Remember that big firms might have great reputations with big companies, but you are small potatoes. You will not get the red carpet treatment. One author who spent thousands on a public relations firm told me he was not even sure they’d read his book. He saw no special returns on sales, but his bank account was definitely depleted. Your best bet is to hire an individual who can give you the time and attention you deserve. A savvy, dedicated part-time publicist is better than a full-time slacker.

Once you hire, ask your publicist to send an itemized list of what they did at the end of each month. Compare their efforts to your sales. Note the spikes and the marketing strategies that led to them. Cut what didn’t work and try new strategies along with the ones that worked next time.

Copyright 2008 Angela Wilson