Last week on The Awl, nine writers, publicists and event planners weighed in on the dreaded, coveted, feared and now disappearing author’s rite of passage, THE BOOK TOUR [cue Jaws theme song here]
↬ Shelf Awareness.
We as publicists should start sharing this wisdom-filled discussion with new authors whenever we begin work on a title. We’d certainly like to go back in time and share this with a few of our past authors as well. Not because the opinions expressed here are all doomy-and-gloomy reality checks (though some are), and not because the opinions expressed here extol the irreplaceable importance of a diverse publicity plan (though some do). The Awl does an excellent job of presenting a 360-degree vision of a book tour: the good, the bad, the ugly, and the absurdly successful.
Superhero publicist and industry powerhouse Lauren Cerand is a woman we look up to around here. Cerand’s bullet list of “tips on connecting with the right people and right settings” summarizes much of what we tell (and try to do for) our own authors. But we thought we’d distill her words and those of a few other Awl contributors down into four straightforward Book Tour Rules:
Let’s begin with author Shane Jones’ takeaways from his first tour, something he admits he’d always secretly dreamed about:
“Here’s some advice I need to say in relation to book promotion and readings: don’t take it too seriously… Worry about writing a book that you love. Why 50,000 people buy a book compared to 5,000 people for another book is anyone’s guess. So, if you’re going to go on a book tour and give readings, remember to have fun. I think I took myself too seriously. When signing the few copies for “fans” I looked toward the registers to see if people were buying my book. That’s silly. I feel embarrassed for doing that. I wish I would have relaxed more, maybe took some pictures.”
Book Tour Rule #1: Relax. We couldn’t agree more. When you relax, you’re more likely to be kind to the other people involved with your book (publicists, editors, designers, sales reps, book buyers, etc). Book Tour Rule #2: Always be kind to the other people involved with your book, especially in stressful situations like the Book Tour.
On to author Laurie Weeks, whose piece seems to suggest the very antithesis of Jones’ when she writes, “I’d mark the “Author event” number one in terms of importance. I wouldn’t have a career if I didn’t do readings; it’s as much a part of the work as the words on the page.” Wait, what? Isn’t one supposed to relax about these things, according to Rule #1? Relax yes, but also work hard. Accept the things you cannot control (maybe your book publishes the same week Bill Clinton’s memoir does), and work hard to change the things you can. Weeks’ argument about publicity being as important as the writing itself is often a difficult point to convey to authors and artists who have just spent months/years/decades producing their soon-to-be-published book. But it is true. Consistent and thoughtful social networking, blogging, new writing, collaborations, op-eds, festival appearances, impromptu signings at bookstores (just show up and sign what they have in stock!), book club appearances (be they in-person or virtual via the magic of Skype) are all as important as the first, second, eighth and final drafts of an author’s manuscript.
Book Tour Rule #3: You are not only an author. You are also your own assistant publicist and networking wonder. So sign up for Twitter and write that review of another author’s book, already! The more you get your name out there, the more likely you are to have people attend your event.
Weeks also argues for a re-imagined book tour: ” I much prefer reading with one or two other people, and the best energy for me usually happens in bars and nightclubs, especially if there’s a dance party or DJ on the agenda. People are loosened up; we all relax and it becomes a true give-and-take kind of thing; sometimes it’s just pure bliss.” We love innovative book tour ideas too, and try to implement them wherever possible. Our author Todd Shimoda begins promoting his new literary mystery, Subduction, at an event at Vroman’s with four other LA-based mystery writers. On a tour promoting his new book on independent film, David Spaner recently spoke at a cinema and invited a celebrated screen writer to the Q&A portion of the event. Book designer Jonathan Yamakami will participate in a symposium with several other children’s book designers and illustrators, hosted by the New York Public Library. Death to the folding-chairs-and-1982-podium book reading!
Book Tour Rule #4: Get Creative. Team up with other authors in order to expose your writing to their fans. Pick a venue people will want to attend, and where they can loiter before or after with friends, food and/or drinks (our unscientific research and experience planning book tours suggests that booze usually ensures slightly higher numbers in an audience, especially in New York, Portland, San Francisco, and Seattle). Partner with independent bookstores to sell copies of you book off-site at zoos, museums, bars, art galleries, music venues, theaters, etc. But as publicist Lauren Cerand cautions, avoid gimmicks. Get creative, but be authentic.
And just remember: when the impending tour, the conflicting pieces of advice, and your overly demanding publicist start to overwhelm you, return to Rule #1!
