Books PR & Marketing Questions Answered Part VII: Tips from Authors on Social Media, Events, Expectation, the Long Haul, +

As a new novelist, I attended the Association of Writers and Writing Programs in Philadelphia this year with my publisher to sign advance copies of my debut novel Monkey Business. In typically shy author fashion, I vaguely smiled at the passing crowds and prayed for a response. Fortunately, at the turn of the hour, I was joined by a second signing author who charmingly invited over anybody who for even for an instant in typically shy reader fashion almost met his look while wandering down the aisle.

I should have expected it – although a new novelist, I’m an experienced TV writer-producer who has worked fan conventions – but I really was astonished at how most passing readers were delighted to be drawn into an encounter with a friendly author. He sold out not only the publisher’s shipment of his own books for the convention but sold an astounding number of mine as well.

It’s hard for most people, authors included, to engage in this way, being inviting and available, amusing and persuasive – but not harassing, stalking, or looking desperate. But in that hour I learned it’s a skill worth bravely developing. (Which, I should add, that other author had absolutely, consciously perfected: it was Carlos Allende, who holds a Ph.D. in Media Psychology with a concentration in audience engagement. He was, indeed, a professional.)

The tip I’d offer (although it’s really an entire campaign strategy) is at least a year before their launch date, new authors should take a week’s worth of time to intensively study a couple of the better books and websites about literary PR and marketing – Fauzia Burke and Courtney Maum are examples, and this very blog they are fortunately and wisely reading this very moment – and then watch as many Authors Guild and other videos they can bear until they realize they’ve learned enough that the next video or book seems mostly redundant of what they already know. Then armed with an idea of how it’s done, knowledgeably interview publicists if they can at all afford one, because a good publicist will have far more resources, connections, and practical experience than a writer can reinvent on their own. And if they can’t yet afford a publicist, build out their own orderly plan based on what they’ve learned focusing on what particular practical experience and resources they have. But whatever time and money they can put into it, start early and bravely – hopefully, a calm stitch in time will save a later painfully rushed nine.

It’s a constant learning curve! After nearly twenty years in this business, I feel like I’m still trying to get a grasp on it.  That’s what surprised me most: how quickly the landscape changes and how constantly you have to update and adjust.  Book marketing and PR sometimes feels like trying to get clothes on a toddler: while you’re trying to wrestle one arm into a sleeve, they kick their sneakers off, and before you know it, they’re running naked around the apartment while you frantically try to collect their clothes from behind the lamp and under the couch.  What worked for that other author (we all know that other author) may not work for you and what worked for you on your last book may not work on this one.  Book marketing and PR feel like a constant exercise in reinvention: what will work with this book in this moment in this climate?   That’s where I find it so helpful to turn to the professionals who can tell me what’s working at this particular moment and what isn’t—because yesterday’s brilliant marketing coup may already be today’s old news.

What’s one quick marketing tip I’d like to offer a debut novelist?
Be you. Readers can tell when you’re phoning it in—but they can also tell when you’re genuinely having fun.  Don’t do something just because everyone else is if it doesn’t feel natural to you, but do find those things that best express yourself and define your brand.

RaeAnne Thayne, New York Times, USA Today, Wall Street Journal and #1 Publishers Weekly bestselling author of more than 70 romance novels. Her most recent release, Summer at the Cape, debuts tomorrow, April 12.

Before I published my first book, Lift and Separate, I didn’t know Facebook from Facetime. My agent stressed the importance of social media, so I took a reticent shot at Facebook. I friended everyone I knew–and my children’s friends (which did not make me popular at home). I write humorous fiction. It is natural for me to look at the funny side of things, so that’s the way I went on social media. I was shocked when I soon had a healthy following. Addendum: A stellar post on Facebook doesn’t necessarily translate to Twitter.

What’s one quick marketing tip I’d like to offer a debut novelist?
Be generous to other authors, especially those who are starting out. Share their posts. Retweet their tweets. Your kindness will come back to you. *We discussed “being generous” and more in a 2019 post. 

What’s surprised you about marketing and PR? Do you have a tip to share with a debut author?