Tag Archives: book promotion

Luck and Timing

By Mary Gillgannon

“How lucky do you feel you are?” My first editor asked me that question as we were discussing promotion for my second book. She went on to say that for most of the successful authors she knew, luck had played an important part in their careers. Her advice was to do “as much promotion as you need to do to feel in control”. Her words were a huge relief to me, as I had little time or money to spend on promotion back then.

My sense of luck being the deciding factor has not decreased over the years. The people I know who have been most successful are talented and hard-working, yes. But no more talented than other authors who saw their careers stall and sometimes fizzle away altogether. The key has always been writing the right kind of book at the right time. In other words, luck.

Now with the changes in the publishing world, there are other “factors of chance”, as I was reminded by a recent article in The New York Times. The article discussed the impact of the Kindle Unlimited program on indie authors and profiled an author named Kathryn Le Veque. Le Veque has published 44 ebooks and until recently was selling 6,000 ebooks a month. Although the main point of the article was that with Kindle Unlimited, Le Veque has had to lower prices to maintain her income and sell more books for fewer dollars, there were other intriguing details revealed in the profile: Le Veque has been writing fiction for over 35 years and had created a huge stockpile of books. For 28 years, she submitted her books to traditional publishers and had them rejected. But then she started self-publishing and was so successful she was able to quit her day job after three months and write full-time. Despite her enormous body of work, to maintain her sales, she has to keep churning them out, and to help her, she has hired a part-time editor and two part-time assistants.

Like most success stories, this is a case of luck, or good fortune, or whatever you want to call it. This particular author’s ability to publish a large number of books at one time, and rapidly write more, is a large part of her success. But that strategy of writing one book after another failed her for 28 years. Then Amazon came along and it was a perfect storm: a market that was hungry for books and that allowed her to directly reach the sub-group of readers who read her genre, plus her huge stockpile of product and ability to keep producing it quickly.

Most of the successful indie authors I know, and a fair number of the traditionally published ones as well, have a similar strategy: write fast and write series, multiple linked books that appeal to a specific group of readers. But being able to do that is a matter of luck. Even if I quit my day job and did nothing else, I could not write six, eight, ten books a year. Ms. Le Veque says that on a good day, she writes 12,000 words. I doubt that in the last few years I’ve written that many in one week!

Another interesting thing I noted is that nowhere in the article does Le Veque mention promotion, social media or on-line presence. While she probably has her assistants do some of that now, I doubt she was able to do much in the beginning. Which confirms my suspicion that even though on-line promotion has made the difference in a lot of authors’ careers, it is not necessarily the “magic bullet”. Because what worked two years ago, or even two months ago, may not work now. Again, it’s a matter of timing, just like it always was. And timing is a matter of chance, i.e. luck.

For some people, the idea that luck is so important may be incredibly frustrating. For me, it’s a relief, just like it was years ago when my editor told me not to bother spending my advance on promotion. It gives me a way out and makes me feel less like a failure. I’m a dutiful person, who wants to do a good job and be responsible and dedicated, and that extends to my writing career. But lately I’m overwhelmed with everything I supposed to do for my career, and I’m getting pretty frustrated and unhappy. And even though it’s discouraging to know I’ll never write fast enough to flood the market and develop an audience like this writer did, it is heartening to hear the story of someone who was successful because they kept writing, rather than they made their name by promoting their work.

Westward Ho: Face-to-Face in a Virtual World … by Jenny Milchman

Jenny.MilchmanOn May 13th I am going to arrive in Denver after a 38,000 mile journey.

OK, maybe I should back up a bit.

Today a writer can feel like she needs to be everywhere at once. And I do mean everywhere—the internet gives us the power to be not just in everyone’s living room, but in their purses and back pockets on tablets and cell phones. Twitter, Facebook, blogs, Pinterest…where’s a writer to go?

I’d like to shine a light on a place that’s getting a little less emphasis these days. Perhaps because it’s only one place, or at least one place at a time. I’m talking about real time, live, physical sites (not websites) where writers connect with readers face-to-face.

Last year my first novel came out after a thirteen year struggle to publication. Since the only thing harder than breaking in as a debut author is building a long-lasting career as a writer, both my husband and I knew that we would have to give this thing our all. So we did the only logical thing. We rented out our house, traded in two cars for an SUV that could handle Denver in February, and withdrew our kids from first and third grades.

OK, maybe it wasn’t so logical. But once we’d done all of that, we then hit the road, car-schooling the kids, husband working from the front seat, while I visited nearly 500 bookstores, libraries, schools, and book clubs. All told, we covered seven months and 35,000 miles.

The question I get asked most often is whether it was worth it.

It’s a difficult question to answer because it comes down to what worth it means in terms of launching a writing career. Did we sell a lot of books at every stop? No, definitely not. But we knew from the outset that this was going to be less about selling books, and more about building relationships.

Milchman_RuinFallsBooksellers receive hundreds or thousands of Advance Reading Copies. They can’t possibly read them all. By going to the bookstore, I added to the work my publisher’s reps were doing of putting a book by an unknown author on the radar. 60-70% of the reading public browse in bookstores. That’s a lot of potential fans. And no matter how an event went, I would hear from booksellers weeks and even months later about a copy they had just hand sold to a person they knew would enjoy it.

The other question I hear is, “But what if I don’t have 7 months? Or 7 weeks for that matter?” My answer to that is: Don’t worry. The power of the face-to-face can be mined in 7 days. Or in a weekend. What I love about doing events is that it’s additive, and you can start with one.

Plan an event at your local bookstore, which won’t even require missing a day of work. Take a weekend road trip, making it a working vacation. Draw a radius around your hometown, and identify bookstores within it. If setting up the events seems difficult, consider working with an independent publicity firm. In this way I was able to get booked at some places that had established attendee lists, allowing me that rare author experience of walking into a crowded room.

Another factor to consider is the power of meeting your readers face-to-face. I found that as much as I enjoy communing with people virtually, there’s a powerful connection when that relationship is lifted to real time. I met people on the road whom I now consider friends. I can’t wait to meet them next time.

That’s right, I did say next time. Because with my second novel about to come out, we are set to hit the road all over again. Hope to see you in Denver!

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Jenny Milchman's journey to publication took thirteen years, after which she hit the road for seven months with her family on what Shelf Awareness called "the world's longest book tour". Her debut novel, Cover of Snow, was chosen as an Indie Next and Target Pick, and nominated for a Mary Higgins Clark award. Jenny is also the founder of Take Your Child to a Bookstore Day and chair of International Thriller Writers' Debut Authors Program. Jenny's second novel, Ruin Falls, just came out and she and her family are back on the road. Please follow along at the tour page on her website.

You can learn more about Jenny and her novels at her website and blog. She can also be found on Facebook, Twitter, and Goodreads.