A Publisher's Conversation with Authors: Big Splash or Small Laps? What works best for book promotion?

 

It is Tuesday. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is--for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side. 

Today's topic is how best to promote a book. Put all your money and efforts up front, or dole it out? This actually is a no-brainer for those of us who have been around the blog a number of times. You need a study supply of fuel to keep going around that block. Let's look at the realities.

Big splash up front 

• This would include considerable money put into acquiring inventory and holding a series of book launches, perhaps in multiple cities. It might include, as well, investing in a high-class website, replete with a blog or other form of communication with readers and future readers. For sure, it would involve presentations to groups, libraries, and others. If you are fortunate enough or persistent enough, it might mean media interviews.
• On the upside, the big splash brings your book to the attention of a lot of people.
• On the downside, which may outweigh the positive effects of the big splash, are the following considerations: 
• A big splash costs money.
• A big splash costs time.
• A big splash costs psychic energy and concentration (away from other life needs).
• A big splash could leave you with little income for later advertising and promotion.
• A big splash could leave you with a lot of unsold books (book launches, especially book signings, rarely result in the number of sales that authors hope for or even that bookstores prepare for).
• A big splash could result in a debilitating number of returned books (each returned book is much costlier than a sale made).
• A big splash could leave you with a flashy, but empty, website, and that will be a negative sign for readers and potential purchasers.
• All too often, a big splash book launch is a flash in the pan, which can be frustrating and demotivating.
• Generally, the expectations of the big splash are not fully met.

How about those laps around the block?

• Repetition is critical for sales (of anything); people generally need to see something several times before the purchase it. Those laps allow for repetition; the big splash does not.
• Consistency is very important to continued book sales. Got a super-duper website? Don't let it get outdated. At least minimally update it each week. Perhaps there is nothing new that week, but at least look over the website and see if there is something that can be improved; if not, check again the following week...etcetera...
• Regular blog posts (or Twitter, Substack, Threads, Instagram, Pinterest -- where your platform is), even if they are short (small laps), are better at keeping attention on your book than a compelling story told once; strive for multiple times a week on specific days, or at least weekly. Bogs that post intermittently, especially if weeks lapse between posts, soon lose the interest of any followers and have difficulty attracting followers. If you can only write one short paragraph about something related to your book, then post that. Regular contact is better for reminding people about your month than comprehensive posts; you can save the stellar column for an appropriate time (anniversary of the book release, special event related to the book topic). And, if you do fall off the wagon, get up right away and chase it down. If you miss 1-2 regular postings, it will not harm you. More than that? Well, just don't go there! 

Bottom line: Just like the tortoise who won the race, the author who repeatedly and regularly (even if in small laps and slowly) promotes his or her book is likely to have better sales over time than the one starts out with a bang and then peters out.                                                                                     

Lesson for today's Tuesday talk: Once a book is published, its promotion become a long-term endeavor.

See more Publisher Conversations with authors HERE.

 Learn more about publishing from an acquisitions editor -- how to get your book proposal accepted, why proposals are turned down/accepted, and how to find the right publisher for your book. On special sale for $5 while inventory lasts at MSI Press webstore.

The Tuesday talks reflect real discussions between the management of MSI Press LLC and our own authors or those would-be authors who come through our doors but don't make the cut--yet. If you have a topic that you would like addressed, leave the question in the comment section. Chances are, in our 18 years of publishing first-time and experiences authors, we have had a conversation with one of our authors that we can share with you.

                             

Sign up for the MSI Press LLC newsletter

Follow MSI Press on Twitter, Face Book, and Instagram. 

Interested in publishing with MSI Press LLC?

Check out information on how to submit a proposal.

Interested in receiving a free copy of this or any MSI Press LLC book
 in exchange for reviewing a current or forthcoming MSI Press LLC book?
Contact editor@msipress.com.

Want an author-signed copy of this book?
Purchase the book at 25% discount (use coupon code FF25)
and concurrently send a written request to orders@msipress.com.

Want to communicate with one of our authors?
You can!
Find their contact information on our Authors' Pages.