How to Promote an Author Event at a Book Store for Your Published Book

One of the biggest myths of author events is "If you schedule it, people will come." Well, you can schedule it, but getting the word out is something else entirely. No author wants to spend his or her event giving a talk to the book store employee running the show and a regular who has fallen asleep in the back row. So what to do? Well, this article will walk you through the various avenues you can persue to make your book event a successful one.

Instructions

Difficulty: Moderately Easy

Things You’ll Need:

• A computer with internet
• Willingness to research and time (failing that, a publicist.)
• An author event scheduled at a book store (See How to Schedule an Author Event at a Book Store for Your Published Book.)

1. First, you want to coordinate with the book store and ask them what sort of promotion they are doing. Try to do this in a non-judgemental way; they are doing you a great favor by hosting your event. Most likely, they will send press releases and add your event to their substantial mailing list. But if there is more, you don't want to double up. Discuss your ideas going forward and see what they say.
2. Consider the city your book event is scheduled in. Is there a media source that most of the literary community pays attention to? In my hometown it was the local NPR station. If an author was interviewed there and did well, the event would be full to bursting. This may not be true for your town but don't discount the many radio stations; you will be heard by many listeners and one may be just your book's demographic. Do a little research and see what their programming is, and if they interview authors on occasion.
3. Besides radio, city newspapers are also dynamite. Readers who come to book events often get the paper. If you know anyone on the staff of the newspaper, now is the time to call and tell him or her all about your new book. An interview or small feature can turn a little event into a large one.
4. Many cities have a local television show that airs every day. Depending on the city, this may be of more or less importance to your event. Some cities it won't affect attendance much, others it will. Still it is exposure, and worth trying for a spot.
5. Often, big reading towns are attached to colleges or universities. Use this. Universities teach every subject under the sun and by letting the right people know, you can gather yourself an informed and interested audience. The book store may have promotional ties here already; but if they don't you should persue it yourself. Figure out which department your book is a good fit for and give them a call. Share with the receptionist a little bit about your subject and ask if there is any way to get the word out about your event--if you have chosen well, he or she will be eager to help. Is your book not a dead ringer for any one department? Well, what about campus organizations? Many colleges have hundreds and some are filled with extremely dedicated people. They may even want you to give a small talk during the day. If they do, be sure and ask about the possibility of a book table.
6. Another fast growing segment of the author event world is corporate events. These happen during the day so they won't interfere with your night gigs; and if you suitably impress the audience, they will drag their friends to your evening engagement. Corporate events happen when a very large corporation brings authors in for their employees to attend their talk. Usually the book has something to do with the work environment, but not always. (One of my first corporate events was in the headquarters of a coffee company for a book of historical fiction called The Coffee Trader.) Of course it is hit or miss; some corporations have this program in place while others don't. Do your research, but this can be an invaluable opportunity. Your events will be well attended and you will generally sell a ton of books.
7. Of course, the very best promotional resource is yourself. Yourself and your network of friends and family. Diplomatically make those around you aware that if they don't come to your author event, don't bother calling. You can beg if you feel you need to. If any of your family doesn't show, they should understand that this fact will be brought up at every holiday from now to the end of time. Your co-workers had either better be in the hospital or at your event. If you are in a book club, suggest a specific book this month culminating in a live author event. Forcefully, if need be. Ditto with any other group you are involved with. Proclaim it proudly on your blog or website. Hand sell your event to strangers on the street. Hey, you never know. The thing is, you have your foot in the door. If your event does well, the store will welcome you back next time. Don't blow it.

Tips & Warnings

• If you are on tour any length of time, you will have a bad event despite your best efforts. Even high profile authors have horrible dates where no one shows and the venue is lousy. Sometimes the book store makes a mistake, the weather is bad, the World Series is on TV, or the stars just conspired against you that evening. Understand that it happens to everyone, and try not to take it out on the book store. If you truly think something has been mishandled, a discreet call to your publicist the next day, or a polite conversation (also the next day) with the event coordinator if you don't have a publicist, should set things right. Do call, don't email. If nothing else, it will make a good story when you're selling out lecture halls.