Marketing the Old-Fashioned Way

My guest today is Sherrie Hansen, author of Night and Day published by Second Wind Publishing, LLC. Sherri writes:

So you’ve written a wonderful book. Friends and family who’ve read it rave about how good it is.  Now all you have to do is to figure out how to get it into the hands of the hundreds and thousands of other people who you know would enjoy it.

Marketing your book can be far more intimidating than writing it – especially for a writer who is more introvert than extrovert. For me, it is not so much the lack of courage, but lack of time that comes into play.

Whatever your reason for not getting your book out there, conquering a few easy marketing strategies can make the difference between your book being a success and not.

I’m not a marketing expert by any means, but I’ve owned and operated a fairly successful bed and breakfast and tea house for 17 years, and I have learned quite a bit about promoting a product. Here are a few ideas that I’ve come up with for marketing my recent release, Night and Day, that I hope you’ll be able to adapt and use to market your own books. 

(Note:  In this article, I will concentrate on old-fashioned, non-internet marketing ideas. )

1.  A couple of weeks ago, I personally visited several grocery stores and specialty shops in my area with a book in hand to let them know about Night and Day. One shop owner handed me cash right then and there and said they’d call when they needed more books. They’ve already called to order 2 more. Other shop owners seemed more skeptical, and wanted to have the books, but on consignment.

One woman wasn’t there when I stopped by, so I left a book for her to take a look at. When I returned a week later, she had read half of it, and was  saying things like, “What are you doing living in St. Ansgar, Iowa? You should be in New York City writing full time – you have such a knack for this! The book is wonderful! I love it!” and “If I don’t get my Easter ham in the oven, it’s going to be your fault. I can’t put this book down!”

While not everyone is going to react to your book with such enthusiasm, all it takes is one person – in a store, a community, an area, and the word is going to get out. Word of mouth is always the best advertising. Giving away a few books to people you think might be good cheerleaders might really pay off.

2.  I also sent out a letter to a dozen or two shops in areas mentioned in my book. For Night and Day, I targeted Scandinavian specialty shops, quilting shops, and book stores in areas of Minnesota mentioned in the book, as well as areas of Iowa and California with high concentrations of Danish settlers. So far, I have only had one positive response, but it was definitely worth my time. And, once I follow up with a personal visit (I’m planning to head to Red Wing, Welch, Cannon Falls and Blooming Prairie, MN as soon as I have more books, and a free day.)  I hope to land a few more placements for my book. You can find email and mailing addresses online if you visit the chamber of commerce pages for the community you’re targeting.

3.  Offer to do a book signing at the shop’s next sale, open house, or special event. Shop owners are always looking for ways to attract a few more customers. Some shops have wine tastings, or craft demos, or participate in community celebrations. Ask if you can come to their next event and be part of the excitement. Everyone I spoke to reacted enthusiastically to this idea. I’ve even been invited to do a book signing at the Book Loft in Solvang, CA next January when we’re out on the West Coast. It might have something to do with the fact that I offer to bring a plate of Melting Moments (a little Danish butter cookie my family has always made) with me when I come.  A unique slant can catch their attention.

4.  Woman’s groups and clubs, church groups, community groups, most any kind of group enjoy special speakers. I’ve been on several committees, and it’s a constant challenge to find someone to speak at our monthly meetings. Prepare a 10 – 15 minute long talk on some aspect of your experience, and contact libraries, churches, friends, community centers, senior citizen centers, and let them know you’re available. Odds are, they’ll be delighted, and you’ll soon have an opportunity to present your book to a captive audience! I will be speaking to a local writer’s group this Friday at 10 a.m., and another, in the next town over, sometime next month.

5.  Send out press releases to area newspapers, radio and television stations. Include a blurb, a bio, a photo, a list of places your book is available, and hopefully, a slant that makes your story unique. A unique slant might be how you were discovered, how the story ties in with a local legend or current event, or what inspired you to write the book in the first place. Most of them will go in the trash, but if even one picks up the story (who doesn’t love a “local girl or guy done good” story?), it will have been worth your while. I taped my first radio interview yesterday, for a station in Atlantic, Iowa, a large Danish community a couple of hours south of here. Who knows what will come of it?

6.  Offer your book as an auction item or special prize for your favorite charity, a church bazaar, or a local contest. Most places will also let you leave a stack of business cards or book marks to maximize your exposure.

I’m sure there are many other ideas that you can use to market your books, but hopefully, this short list will jog your creative impulses and help you get started. If not, make a list of what kind of people you think would enjoy your book (who is your target customer?) and where you are most likely to reach them.  Then, make a list of each place, area, craft, hobby, or profession mentioned (hopefully in a positive light) in your book, and start thinking about how you can market to those niches.

You HAVE written a wonderful book. Now it’s time to tell the world!