Great Expectations

by Gary Fearon, Creative Director, Southern Writers Magazine

So where were you during the 2017 eclipse? If you're like an estimated tens of millions of Americans, you went outside (or at least looked out the window) to try to catch your local version of the highly-publicized event.

After it was over, reviews were mixed, with reactions covering the gamut from "Spectacular" to "Was that it?" This range of opinions often came from folks who had observed from the very same vantage point.

As fate would have it, I was traveling through Kentucky yesterday and managed to be in the path of totality as it crossed the Bluegrass State. I pulled into a Dollar General parking lot off the interstate at the right time and joined a small group of travelers who had the same idea. One couple had come equipped with pricey black plastic eclipse goggles and a picnic lunch, enjoying their own little tailgate party. Another couple of women who just happened to be at the store paused outside just long enough to watch it get almost dark and then went inside.

Being a people watcher anyway, I was as entertained by the divergent levels of interest shown by those around me as I was the solar show going on in the sky. Some people booked their hotel rooms months in advance to ensure their place in the path of totality, while others just stopped to get a Pepsi. Apparently not everyone is blinded by science. (And hopefully nobody was.)

What makes this total eclipse a little more notable to any of us in the publicity game, is that this was the first eclipse where social media is to thank for really getting the word out. In the past, only the astronomers and devoted stargazers "saved the date" so far in advance. This time around, the buzz started very early via the Internet, and millions timed their vacations to be somewhere in the eclipse path on August 21st.

Social media is free advertising that works, but we already knew that. The real takeaway from this is that 1) the Internet buzz reached many who otherwise might not have cared and caused them to go to considerable effort in order to experience the event, and 2) the buzz began early enough that marketers, hoteliers, t-shirt manufacturers and commercial opportunists of all kinds could plan ahead and capitalize on it.

Publicity experts tell authors to start promoting their books months before they're actually available. One author we work with has been promoting her new August release since Christmas, with excellent results. To her fans, the book is a familiar friend that is nearly selling itself.

Posting progress reports on Facebook ("Just finished chapter 20!") or posting small samples online are simple ways to attract early attention. Some authors do contests, offering to name a character after the winner. Others ask readers to vote for their favorite of several proposed titles or covers. Getting fans involved makes them feel personally invested.

Generating buzz well in advance of your book's release and positioning it as an "event" is an easy but powerful strategy for attracting new readers and building their anticipation. Like a good solar eclipse, a successful book launch doesn't just happen. You planet.

Book Signing Protocol-A Lovely Affair

By Susan Reichert, Editor-in-Chief, Southern Writers Magazine

I overheard a woman from Wisconsin at a party say, “If there’s one thing Southerners know, it’s how to entertain guest.” She’s right! Even though the days of full skirts with petticoats, gloves and hats are gone, the art of entertaining is still engrained.

Where better to show off your hostess skills than your own book-signing event.

Make it a memorable event. As an author, you want to make a lasting impression.

Be sure and choose your color scheme.

Make a list of who you want to come and send out your email invitations. Those invitations should go out a few days to a few weeks prior to the event.  When you send out the emails, it should include the image of your book cover along with place and time. On Social Media, be sure and upload the picture of your cover along with invitation. It’s always good to send a reminder a day before.

When we prepare for an event we want to make sure the people who are helping us, (bookstore employees) know how important they are and how much we appreciate their assistance. What better way to show this than to bring each one a little goodie. Something I think nice, even though it takes a little effort, is to buy some tulle fabric. Choose a color on the cover of your book. Pick up dainty ribbon in a nice contrast color to tie tulle. Then choose something as simple as “Chocolate Kisses” to put in the tulle. You know the rest; cut the tulle in nice squares where they will hold at least 6 to 8 pieces, wrap the tulle around them, and tie with the dainty ribbon. Give these to all the people at the store. They will appreciate your gesture of recognition and do everything they can to make sure you have a good book signing.

Every hostess should make sure her table is appropriate for the occasion. Spend a little and dress it up…if nothing else, you could add some of the color tulle around the table. It would be nice to have a blown up picture (at least 8x10) of your book sitting on your table, along with a bowl of hard candy.

If possible, wear something on your person the color on your book cover. What you are doing is taking advantage of the visual sense and marking your book on their minds.

I would suggest bringing a friend who can help you. One who can take pictures of you and your guest throughout the book signing?  Give your friend a sentence he or she can use when someone asks about your book. What I think helps here is giving your friend business cards with your book and website address. They can give them out to everyone coming and going.  Consider choosing a friend who is outgoing and not shy. All you need on the business card is the cover of your book, a short description and your website. This gives them something to hold in their hand while at the same time keeps the cover and title of your book in front of their eyes and gives them your website to visit.

Let your guest know you will be posting the pictures on your website, which should reinforce them visiting your site.

Make it a point to speak to each person. Find out something about them. Show interest.  Let them know how much you appreciate their coming. While they are smiling and talking with you, be sure and have your friend grab the picture.

I suggest you offer a drawing. They don’t have to be present to win. Hand them one of your cards, and ask them to put their name on the back, their email address and phone number so you can notify them if they win. Now you have names to add to your email list. People always like gifts.

The drawing could be a gift card of some type. However, I think one of the best drawings is a free signed copy of your next book. Why? To grow their anticipation, create a desire to keep up with your work. There’s even a good chance they may buy some of your older books to read while waiting for your newest book. You want to create a reader fan.

If you have a blog and talk about writing your book, be sure and invite this person to sign up and follow along. This gives the reader an opportunity to bond with you.

Your event, I am sure, will go well. The day after, send thank you notes to the employees at the bookstore, and your friend. You could even drop by with pastries.

You want people to remember you; your name and title of you book. They will recommend your books to others too.

Enjoy hosting your next special event.

Rehashing a Successful Indie Book Launch

By Keely Brooke Keith

My debut novel, The Land Uncharted, was originally signed with a small press. Though they gave a few marketing suggestions, the bulk of the marketing was the author’s responsibility. A few months before my release date, the press disbanded and my contract was cancelled. I read several books on publishing and—with the help of knowledgeable friends—I decided to release the first three books in the Uncharted series myself. Here’s how I prepared for my book launch:

My online platform prior to launch consisted of a Facebook Page, Twitter, and my website. I’m also on Pinterest, Instagram, Goodreads, Wattpad, Shelfari, LibraryThing, and FictFact, but I posted sparingly on those sites.

I recruited a street team by asking my book-loving friends if they’d be willing to post/tweet about my book release. I made a sign-up using Google Forms and posted it on my website, then put the link on Facebook and several more people signed up. I used Mail Chimp to send my street team publishing updates, give them the first glimpse of the book cover before the reveal, and make sure they had all my social media links.

I had a book promoter set up a cover reveal, and I hosted a scavenger hunt on Facebook on the cover reveal day. I organized a blog tour. I mentioned the book release on my social and book media sites. I submitted my book to reviewers. I got my book listed on every clean book and Christian fiction list I could find. I set up giveaways on Goodreads, LibraryThing, and my Facebook page. Two weeks before the launch, I started a Thunderclap campaign. I also sent an email announcement about the book release, including cover image, blurb, and buy links.

We all define success differently, and my launch was quite successful to me!

So many authors get disappointed after their book release because they thought the launch meant quitting their day job. It doesn’t. I determined from the outset not to define my success by sales figures. I had a few non-sales related goals in mind and I met those goals. Everything else has been a cherry on top, including hitting an Amazon Best Seller list!

If you’re signed: don’t expect your publisher to do all the marketing. Get involved. If you’re indie: Don’t rush a book to market. Hire professionals to do the things best left to professionals (editing and cover design, especially). Learn about metadata and make sure your author name on all your social media, website, etc. is the same as your author name on your book. Set a firm launch date and stick to it no matter how excited you get or how easy it is to hit ‘publish’ on Smashwords or KDP or whatever. And no matter how you are published: always try to promote other authors more than you promote yourself.

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Born in St. Joseph, Missouri, Keely Brooke Keith was a tree-climbing, baseball-loving ‘80s kid. She grew up in a family who frequently relocated. By graduation, Keely lived in 8 states and attended 14 schools before settling in Tennessee. Keely is a bass guitarist and plays on worship teams and for Christian artists. When she isn’t writing stories or playing bass, Keely enjoys having coffee with friends, preparing homeschool lessons, and collecting antique textbooks. Keely resides on a hilltop south of Nashville with her husband, Marty, and their daughter.