The world of publicity can feel a bit overwhelming, especially for the often solitary profession of being an author. So, let’s have a think about what’s the best way to spend your time when you are away from your desk.
A good publicist is a gift, but they can be hard to come by for most authors. More and more, authors and illustrators are sent off to events by themselves and encouraged to publicise their work.
It seems there is no actual data on which kinds of publicity work best. Maybe it’s intangible, and publicity is more about a presence in the market rather than actual sales. But actual sales are what we are after at the end of the day.
Let’s have a think about the Top 5 publicity strategies. And remember to also visit the SoA’s guide to publicity and marketing.
Contact your local radio or newspaper, or work with your local bookshop or festival
Local radio, bookshops or festivals offer publicity opportunities that are within reach for the majority of writers.
Pros:
- Local radio and newspapers are often relatively easy to access, as they have a lot of time to fill and are always looking for a story.
- A local author or illustrator is often popular with local schools, bookshops and media.
- Local festivals can be supportive, too. Some areas of the country do better at this than others, but often your local area can be very supportive.
Cons:
- Whereas TV interviews are the most sought after publicity method and may seem preferable to local media, they are often out of reach unless you are already a celebrity. Even if you are the actual writer or illustrator for a celebrity author, being invited to speak on TV is unlikely.
- Whilst ordinary newspaper and magazine reviews may also seem preferable to local media, they are increasingly rare for children’s books.
It’s worth befriending your local independent bookshop if you are lucky enough to have one, and particularly one which is proactive with organising events. Being able to support your local bookshop by working with them is an added bonus.
School visits
When I asked Twitter in February, lots of authors and illustrators sited school visits as their favourite method of publicity.
Pros:
- A successful school visit can be a rewarding experience.
- A well organised school visit with the support of an agent like Authors Aloud or an independent bookshop, can result in a good number of sales.
- Working with a local bookshop or an agent can also help take the pressure of the organisation off a visit.
- The SoA has guidance on speaking at events, to help you with your visit – please sign in to the website to view the guide.
Cons:
- It can be a lot to organise and school visits can be unpredictable. Not all schools prepare the children for a visit.
- During these financially challenging times, some schools are reluctant to pay for author visits, and some families don’t have the spare money to buy books.
We’ve all heard the horror stories about school visits, and they are not for everyone. In these financially difficult times when visits are scarce, there are always the private schools who have plenty of money to spend, but that’s a personal choice for the author or illustrator.
Festivals
If you’re new to the job, the big festivals are a great opportunity to see what other authors and illustrators do on stage.
Pros:
- A great opportunity to network with fellow authors and illustrators whilst also promoting your book.
- An opportunity to have your name and book listed alongside big names.
- The big festivals are very well organised and there are usually staff to help you if you are attending on your own. A good option if you aren’t with a publicist.
Cons:
- They can be a bit of a gamble – you never know how many people will turn up.
- Some authors and illustrators can feel the pressure to perform in front of a crowd, which is not everyone’s forte.
Festivals can be really fun, especially if performing is your thing. You’ll be shocked at how many can play the ukulele, but it’s not an actual requirement of the job! Some dress up and sing and dance or do live drawing. Other, very well-known illustrators refuse to draw on stage. There really are no rules or expectations, even though at times the pressure is on to be a children’s entertainer.
Book tours, signings and window designs
Book signings are what we traditionally associate with author publicity, but illustrators are often also asked to paint the window of a bookshop.
Pros:
- Book tours and signings are a good opportunity to develop relationships with booksellers and fans.
- Window paintings are a very eye-catching way of drawing attention to your new book.
Cons:
- You can never guarantee how many people will turn up to have their book signed. Even big names have stories of sitting alone at a desk in an empty bookshop!
- Even the best attempts to publicise the event can fall foul of bad weather.
- Painting windows can take time: a day of prep and a day to execute. Ask whether the publisher can get a standee printed or a window vinyl, which saves time.
- A lot of illustrators prepare something to work around rather than painting straight on to the glass, but this means more time invested.
If you’re painting a bookshop window, do check that the window has been painted before and doesn’t suffer from condensation. Publishers love a window, but a pre-printed standee or vinyl and a window full of books seems to work just as well as a hand-painted masterpiece.
Social media
Perhaps the quickest, most accessible and effective way in which authors can publicise themselves today is through social media.
Pros:
- A very easy, free way of promoting a new book.
- Giveaways work well, and there is also the option to pay for an advert for not very much money.
- A great way to reach a lot of readers – and even completely new audiences – without having to leave your desk.
- The Society of Authors has plenty of great video resources to help those new to social media. Try these for starters:
Cons:
- Maintaining a strong social media presence can be time consuming. It is also not for everyone.
- Publishers love a long list of followers, but if social media isn’t your forte, this can be hard to achieve.
Focusing on what you can do
We all know that what sells books in big numbers is a well-funded marketing campaign, but as this is increasingly uncommon, it’s important to focus on what you can do to publicise your work – whether it’s social media or an appearance at a festival. At the end of the day, authors and illustrators have to do what they feel comfortable in doing. But we should always consider whether publicity work is worth being away our desks and focusing on writing.
In these times when so much is expected of authors, it’s important to look after ourselves. Don’t forget the SoA’s resources on health and wellbeing, including our guide Mental Health for Creative Freelancers.
Remember to check out the Society of Authors’ Vimeo page, where we often have Professional Development sessions about marketing and publicity.
Do pop over to the CWIG page on Facebook to discuss this further and share your own tips and advice! Our strength is in sharing information as authors.
You can also get in touch with our committee at cwig@societyofauthors.org. We’re here to support you!
