photo by Rachael Lyric
by Dana Lynn Smith
Online marketing is a wonderful way to reach a worldwide audience, but sometimes authors overlook book marketing opportunities in their own backyard.
In your local area and region, you have the opportunity to stand out as a bigger fish in a smaller pond. Here are ten tips for promoting locally:
1. Always carry books and literature with you. Keep a case of books and some flyers in the trunk of your car, and business cards in your wallet. You never know when you will run across a potential customer or marketing contact.
2. Look for opportunities across your area. Headed out for a weekend getaway or off to visit grandma? Do a little research ahead of time to identify bookstores, retailers and libraries in the area that you can call on. Or plan your own book tour, staying with friends and relatives along the way.
3. Promote yourself as a local author to bookstores and libraries. Many bookstores and libraries have a special section where they showcase the books of local or regional authors.
4. Look for other retailers that are a good fit. Think about what type of retailers relate to the topic of your book, and promote yourself as a local author.
5. Put "local author" stickers on the books that you sell in your area.
6. Speak at libraries. Contact libraries about doing a presentation on your book's topic. This can be especially effective for children's books and for nonfiction titles that have a broad appeal (such as travel, business, or fitness). Many libraries will let you sell your books at your presentation, and some have a budget for paying speakers.
7. Find other speaking opportunities. Speaking is a great way to sell books, and you may even get paid to speak once you get some experience. There are lots of organizations looking for interesting speakers for their meetings, including business and civic organizations, church groups, schools and universities, trade associations, and more.
8. Seek publicity through local and regional media. Send a book announcement press release to media in the town where you grew up and where you live now. The "local girl makes good" angle works especially well in smaller towns. Create press releases based on local tie-ins, such as a novel set in the region, and on current news events. Don't forget your college alumni newsletter and any civic or professional associations you belong to. Nonfiction authors should consider radio and television talk shows.
9. Exhibit at book fairs and festivals. These usually work best if your book is related to the theme of the event, or if the book has appeal to a broad audience.
10. Market children's book through schools and youth organizations. School visits are a great way to reach kids. For tips, see this article by Melissa Williams.