Tomorrow, May 5, I, along with Karen Casey Fitzjerrell and Diane Fanning, will be signing at The Twig Book Shop (306 Pearl Parkway, Ste. 106, San Antonio,78215), from 1 to 3 pm. Would love to see you there! We, of course, would love it if you bought our books, but even if you can't, stop by and say "hi".

Texas Book Festival Update

2012 was another great year for the Texas Book Festival. Tons of authors, no rain, comfortable weather, lots of readers and book buyers, and much fun.

I'm one of three co-chairs of the Author Escort committee. We coordinate a huge number of volunteers who escort the authors from the Author Escort area to their events then to their book signings.

Last year we were located in a tent outside on Congress Avenue, right in front of the capitol. Problem was, it was so hot we all sweated and wilted. This year we were inside the capitol, which was great. The Speaker of the House generously offered his apartment. I don't think it's an actual apartment (I'm guessing here), but more of an area right next to the House Chambers. It was perfect. We had a large area for authors, moderators and escorts to gather with a kitchen, restrooms, chairs and tables, and a private elevator. I say, thank you, thank you to the Speaker for his generous offer.

In addition to my chair duties, I also got to moderate Steven Saylor's talk. Although I've read Steven's books, this was my first time to meet him. He's funny and sooo interesting. I just finished his latest book in the Roma Sub Rosa series, The Seven Wonders. This one is a prequel to his series set in ancient Rome and starring Gordianus. I definitely recommend it.

A really big thank you to all the volunteers, especially those who were the Author Escorts. And a thank you to all the authors who came. To the few who had to cancel because of the hurricane in the northeast, I hope you're safe and keeping dry.

If you didn't come this year, make plans to attend next year. There are books and authors for kids, adults and tweens. And if you want to volunteer and meet authors, remember to volunteer to be an Author Escort!

Business Cards or Bookmarks?

Lately, I've been letting y'all know about things I'm doing. Hopefully, it'll be insight into the process. I hope it helps.

Today, the topic is bookmark or business card?

I've chosen business card. I know a lot of authors create (or their publisher creates) bookmarks to give out to readers and buyers of their books. At this point, I've decided to go with business cards.

Since my first fiction book is now available in print, I took the digital file for the front cover to my local office supply store to get business cards created.

One side will be the book cover for AngelSometimes. The other side will have info about me: my name, book name, email address, blog site, etc. You can choose to put whatever you want on the back side.

When I autograph books, I'll put a business card inside.

When my next book comes out, I'll create another business card with that book's cover and my info on the back.

Once I have two fiction books to promote, I'll put the Angel Sometimes card in the Dismembering the Past book when someone buys it. And will do the reverse when someone buys Angel Sometimes.

Although...I may change things up when the second (or third) fiction book comes out. I may at that point create a bookmark with the cover for each book on one bookmark, along with contact information. That way, I'll have one bookmark with multiple books on it.

The main idea is to give something to the reader so that if they like the book they bought, they will be reminded that you have other books they can look for.

Meager Book Signings

If you have a book signing/talk at a store and five people show up (a homeless guy, your best friend, and a woman with two kids), is it total waste of your time?

Depends on what you did with the situation. Maybe you drove 200 miles to get to the store and sold only one or two books. That's not fun and you spent more than you made, for sure.
But it's still not necessarily a bust.

Book signings are not just about book sales and/or attendance.

They are also about meeting booksellers and Community Relations Managers (those people who set up such events).

Even if you didn't draw a crowd or sell many books, they may book you again if...you got to know them, helped with the mailing list to promote the event, were polite and pleasant, offered to sign stock, sent promotional materials ahead of time, and let them know you appreciated the work they did on your behalf, no matter the results of those efforts.

Maybe someone in the store will even turn your books face out or write an in-store recommendation and hang it on the shelf in front of your books. Maybe they'll hand-sell it when a customer asks for a recommendation in your genre.

Maybe they'll give you the contact information for a sister store in another city. Or maybe they have recommendations for local places you could contact about teaching a workshop or events where you could sit in on a panel at a conference.

On some events (maybe even a lot) you may lose money and time and patience. But you can still make it a winning situation.

Marketing Your Book

Just like books are going digital, the way of marketing books is changing. On Straight From Hel, we talk about virtual book tours (and host authors on their tours, as well), Twitter, blogs, websites, and other ways of promoting books.

A recent article in the Austin American-Statesman had some interesting ideas that I thought worth sharing.

The first one is from Tam Thompson, a publisher and writer, who scheduled an author signing at a local library. But there won’t be any copies of her book there. No, they aren’t missing. There just aren’t any copies of her book that she can sign. It’s a 60-page ebook.

Thompson will be printing out color copies of the title page of the PDF file and signing it for buyers.

An author who is a firm believer in promotion,

Thompson is spending $7,000 on her e-book's promotion, much of it going to an Internet consultant and Web team who helped her set up a blog and a payment system for selling "Busy Sexy Body" online.

It’s hard to say this will translate into sales. It’s too early to tell since the book is only about two weeks old (it had sold one copy as of the time of the news article).

Today, YA author Sarah Mlynowski is holding a virtual online party for her book, Parties & Potions. “There'll be virtual costumes and prizes for the online author chat.”

The news article lists some other ideas for authors to consider:

Other self-published authors (as well as many authors who are published by mainstream publishing houses) are promoting their work with blogs that supplement what's in the pages of their books.

In recent years, some books have even been promoted in unexpected places like YouTube; video trailers have become an increasingly common way to promote a new book. Stylized titles, dramatic voice-overs and publicity blurbs are common in these videos. If they'd been around a few centuries ago, one might have begun, "In a world ... where it was the best of times ... and the worst of times."

Here’s hoping the publishing world is headed into the best of times.

Author Joe O’Connell – Guest Blogger

I was interested in your comments on book signings. What I heard a long time ago that stuck with me is that book signings aren't about selling books on the spot. They're instead about making sure your book is in the store! That changed my entire attitude.

When my novel EVACUATION PLAN came out in August of last year, I had some good events including speaking to your old employer, the Writers League of Texas. The problem was the event was in a Barnes and Noble and because of some glitch in the way the books from my small, independent (but up-and-coming) publisher were listed they were unable to stock the book! I was allowed instead to sell directly to the people at the meeting. Since my novel is about hospice, I told the crowd that the bookstore's usual cut would be donated to Hospice Austin. I didn't blame the store's folks, and was honored to be there. Because of that, when my publisher solved the problem, I was invited back to speak at the same store. March is Small Press Month and during it because of all the groundwork we did (and because of the wonderful Jo Virgil at the Westlake B&N) my book and others from my publisher will be featured in a special display in ALL of the Austin area B&N's.

The lesson here? No effort on behalf of your book is wasted. Keep plowing forward...

Helen: Thank you Joe.

Joe is the author of Evacuation Plan. I’ve talked before on this blog about loglines. Joe has a great one for Evacuation Plan –

“What if you knew you would die before you reached the end of this sentence? OK, we'll give you a week to pack. EVACUATION PLAN, a novel by Joe O'Connell from Dalton Publishing.”

Now, that makes me want to get that book!

You can find out more about Joe on his website, including how to buy his book. He also does a blog.
And if you really want to know more about this great author, he’ll be Straight From Hel’s Featured Author in May.

Meager Book Signings

If you have a book signing/talk at a store and five people show up (a homeless guy, your best friend, and a woman with two kids), is it total waste of your time?

Depends on what you did with the situation. Maybe you drove 200 miles to get to the store and sold only one or two books. That's not fun and you spent more than you made, for sure.

But it's still not necessarily a bust.

Book signings are not just about book sales and/or attendance.

They are also about meeting booksellers and Community Relations Managers (those people who set up such events).

Even if you didn't draw a crowd or sell many books, they may book you again if...you got to know them, helped with the mailing list to promote the event, were polite and pleasant, offered to sign stock, sent promotional materials ahead of time, and let them know you appreciated the work they did on your behalf, no matter the results of those efforts.

Maybe someone in the store will even turn your books face out or write an in-store recommendation and hang it on the shelf in front of your books. Maybe they'll hand-sell it when a customer asks for a recommendation in your genre.

Maybe they'll give you the contact information for a sister store in another city. Or maybe they have recommendations for local places you could contact about teaching a workshop or events where you could sit in on a panel at a conference.

On some events (maybe even a lot) you may lose money and time and patience. But you can still make it a winning situation.

The Successful Book Tour Wrap Up

For the last two Thursdays, we talked about targeting your audience when you are out on a book tour. Today, we discuss Doing the Extras.

Offer to speak whenever you can. Dale Furutani, best-selling author of Kill the Shotgun, has said that things go better when he's had a chance to talk to the audience. I think most authors find this to be true. Readers are more likely to buy your book if they feel like they know you.

For the actual signing, consider taking some bookmarks with you to slip into the books you sign -- maybe ones that promote your next book due out. April Kihlstrom has said that she takes "copies of tip sheets for new authors (for the invariable would-be writer who would otherwise monopolize my time indefinitely)." And, no, she's not copping an attitude -- she's trying to make sure everyone who wants to talk to her gets her attention in the most efficient way possible. She also likes to take pins with her bookcover to give to store clerks to wear.

Remember to sign stock before you leave the store (check with the CRC first). Autographed books sell better and remain on the shelves longer than unsigned copies.

Follow up with a thank you note to the bookstore. Think of it as establishing a long-term relationship. You want to be invited back book after book.

And last of all, smile, be patient, be gracious. Be thankful you have fans who want to buy your book -- whether that's a hundred fans waiting in line or two.

Book Signing Tips

Here’s a tip when doing a book signing: have a poster made of your book cover that can either be stood on the desk your at or on a stand close by. That will draw in the readers. Another is for you to stand in front of the desk and (in the beginning) force yourself to talk to people going by. You seem less intimidating than if you're sitting behind a desk or table. Plus, a reader is more likely to buy your book if he or she has talked with you. Have something ready to give to the ones you call over. Maybe a bookmark, you can make those up yourselves or have a local copy shop do them. Be sure your web or email address is on it. This way, after you sign a book for them, you can suggest they let you know what they thought of your book.

Just imagine how intimidating you might look to me, the average reader, walking by: you're this big-time author with your published book sitting there daring me to come pick it up; and what if I don't want to buy it -- are you going to spit on me?; or what if I ask some stupid question?; or what if I get so nervous I blurt out something really dorky like, You look a lot like my Aunt Tilly who never wears underwear? Those are things flashing through my head as I glance your way, then avert my eyes before you catch me. Then, you smile and invite me over, tell me a little about the book (that spiel you've been practicing on friends). Well, hey, you're not so bad after all.

Just as we as writers think it's scary to do book signings, readers can find it scary to approach a writer. But while they may not know what to say to you, you do know something you can talk to them about -- your book. And who knows your book better than you? Who believes in your book more than you?

And once again, all of it becomes easier with practice. Opening lines to draw people over, answers to questions you repeatedly get, making small talk, participating on panels at conferences, etc. -- difficult in the beginning, but more natural feeling as you do it. You may be someone who grows to love the business of meeting your "public," or you may be someone who never gets used to it totally. But you *can* do it.

The Successful Book Tour

I know there are authors who feel like book signings in stores are a waste of time. There are just as many that swear by them.

Malcolm Jones in _Newsweek_ said that touring is "as much about selling the author as the book." He also said that a successful tour is "still more about chutzpah and glamour than literature." I think that's true. You have to sell yourself as well as each particular book.

I also think it's true that it's easier to do if you're a big-time author with a big publisher and a well-paid publicist. But most of us are not only the writer, we're also the editor, the publicist, the tour bus driver, and everything else. We couldn't afford to pay someone to do all that we do!

A writer has to have more than chutzpah to sell books. He (or she) has to be organized and relentless. And he has to be frugal -- most of us don't have the $2,000 a day that publishers estimate it costs to send an author on tour.

First of all, target your audience. This means going to the cities that will net you the most sales. Certainly, visit all your local stores. You're going to sell best there. Do some research and find out which stores elsewhere have a record of good sales. Big independents in cities like Denver, Seattle, and St. Paul are known for their author promotions. They're not the only cities or the only stores that have good track records, though. Decide where you're going and target the stores on your route. Targeting your audience also means aiming your promotional time and money on the people most likely to buy your book. If your book takes place in an officers' club, then why not sign at stores close to military bases? If your book involves a librarian, then make sure press releases and posters go to close-by libraries.

Next Thursday, Step 2.

Even Writers Have To Speak

Writers in today's world learn to have two personalities. In one, we sit alone at our computers with only imaginary characters in our heads. In the other, we have to talk to real people and pretend we have a bubbly personality.

The good news is that the business side not only can be learned, it becomes easier with practice and experience. And while you may feel like you're the only one afraid of having to get out and publicize your book, you're not alone. I tend to be an introvert when it comes to one-on-one situations. I think it's that way with a lot of writers. I do more listening than talking (it's the reverse, though, if you get me up in front of a group of thirty or a hundred people).

There are some things you can do now, before you reach the point where you have a book out and suddenly find yourself sitting forlornly in a mega-bookstore behind a stack of books. Start practicing.

Talk to people. In the line at the grocery check-out. In an elevator. At the post office. Not necessarily about your manuscript, although that's even better practice. Talk about the weather, the slow service, the latest movie you've seen, the headlines on the tabloid magazine, whatever. Just force yourself to initiate conversations.

Keep the chat going. Think of things to say to that stranger. Come up with ways to get that person to talk to you. Not just yes or no, but get them to respond in real sentences.

And if you're talking to another writer or a friend, tell them about your book. Encapsulate it into two sentences. Work on it until you've got it down to a logline that tells the plot. Analyze your story and decide what might appeal to the person you're talking with -- the sex or career of the protagonist, the theme, the setting, the side-kick's cat, the genre, the time period? Talk up that angle. Judge what kind of response you get. Practice. Prepare yourself for that glorious day when you attend your very own first book signing.

If you're still a little shaky when your book is published, find someone to sign and tour with, someone who, hopefully, has an outgoing personality. Watch and learn, and enjoy having a partner who can pull in the passers-by. If you're both quiet, that's fine, too. Talk to each other, smile at those going by. You won't be alone and will seem more approachable. If you don't mind speaking to a group, try to arrange signings where you can either read from your book or give a talk. Both are appealing to readers. And afterwards, readers will come to you to ask questions or get you to sign a book.

Just remember. It will get easier the more you do it.

Reason to Buy a Book

What makes you choose a book to read? Hype? A friend’s recommendation? Meeting the author? The back cover blurb?

I’ve chosen books based on all those reasons. Probably the reason most likely to yield great results is the recommendation of a friend. But I’ve definitely found both good and not so good reads via other options.

Whenever I’m in a bookstore, I always browse the aisles, looking at book covers and titles, reading the back cover, then checking out the opening page. I often find books that way. Sometimes I like them; sometimes I don’t. I have to admit, though, I mostly roam the mystery/suspense aisles – or the writing/publishing aisle. I rarely venture into the romance, sci-fi/fantasy, YA or even non-fiction sections. I am trying to branch out, though, and recently have read romance, books heavy with fantasy/paranormal aspects and Young Adult.

I’ve also bought books because I met the author at a book signing. I don’t always buy the book just because I went to a book signing though (see my post called A Different Kind of Book Signing). Years ago I went to a talk/book signing with Sandra Brown. It was an intimate affair, with only about five of us invited. I really loved her talk and was impressed by her, but I didn’t buy the book. At the time, I didn’t read any romance and didn’t want to spend the money on a book I didn’t think I’d ever read. I’ve since read her and wish I’d bought the book and gotten it signed. Ah well. If I go to a book signing of a big name author, I may or may not buy the book. If I go to a signing for a local author, I’m much more likely to get their book and autograph. Supporting local authors, for me, plays a big role in my book buying.

Now, I hate to admit it, but I’m also influenced by hype. I bought the whole Young Adult/paranormal romance series by Stephenie Meyer just because I caught her on network TV and they said her books were hot with teen girls (and because they dealt with a fantasy world). That turned out to be a good decision because I enjoyed them. Often times, the less-than-accurate hype around a well-known author is what I shouldn’t listen to. There are some big authors who are churning out too many books either alone or with help. They often turn out to be less stellar than all the publicity surrounding their debut.

Recommendations from friends, though, rarely yield bummers. The non-fiction book I’m reading now, Stiff: The Curious Lives of Human Cadavers by Mary Roach, would never have come across my radar if Jo Virgil hadn’t recommended it. She was right, it’s very interesting and in some areas downright funny. I started reading The Miss Julia series by Ann B. Ross on the advice of my cousin Rhonda. Wonderful Southern series. I’m reading the WaterLillies series by Deborah Smith because Pam Headrick of the bookstore A Thirsty Mind recommended it.

Always listen to your friends. They’re right more often than not.

A Different Kind of Book Signing

I thought today I’d write about book signings. Primarily because of a book signing I went to Monday evening. This was not your ordinary book signing at a bookstore.

This was a come-and-go book signing at someone’s house. The host is a big name in literary circles. He and his wife have a beautiful home in an elite zip code of Austin. This is the second time he’s invited me to his home for such an event.

Now, before you think I’m getting all hoity-toity, he and I aren’t friends. I doubt he knows my name and although I recognize him, he looks right through me because he hasn’t a clue who I am. That’s not a put-down of him. It’s just the facts.

There were quite a few other big literary names there. Sarah Bird, Lawrence Wright, Sally Baker, Stephen Harrigan, Clay Smith, Mary Herman, Andrea Prestridge. (The last three are the main people of the Texas Book Festival.) And a lot of people totally unknown to me. And the author being feted?

I haven’t a clue if she was there. Two people out front sat at a table with stacks of her book ready for guests to buy. And I saw people walking around with the book in their hands. But if she was there, I haven’t a clue who she was. I didn’t see anyone who looked like the author’s photograph on the back of the book. I saw no one sitting and signing books. And certainly no one came up to me to introduce themselves as the author.

There was an open bar with waiters going around the house with drinks. There were trays of cheese, fruit, and other hors d’oeuvres in the kitchen. There were lots of people standing around or sitting and talking. Typical cocktail party. But if there was an author there, I missed her. Guess I’m just not in the know.

If she’d been mingling and I’d talked to her, I would have bought her book. If she’d been signing and I’d been able to say hi and gotten her autograph, I would have bought a book. But she wasn’t and I didn’t.

If I get invited again (and I may not after this post), I guess I’d better do more research on the author being promoted so perhaps I can recognize him or her, find him/her, and butt my way into a conversation so I can meet said author … and buy the book.

Karen MacInerney's Book Signing

This afternoon, I drove into Austin to the Westlake Barnes & Noble to see Karen MacInerney who was signing there. As a bonus, I also got to see Jo Virgil, the CRM there. Great day when you get to talk to two friends, and have a non-fat Chai Latte, too.

I am just so excited for Karen. Her second book in her Gray Whale Inn series is out. The first in the series, Murder on the Rocks, has been nominated for an Agatha for Best First Mystery Novel. She’ll also soon have a second series in publication. She is hot!

She’s also a great promoter. B&N had set up a table with stacks of books at the front of the store, close to the entrance. From the moment she got there, people stopped at her table. I was several aisles away and I could hear her talking and laughing. She made strangers want to stop and talk. She didn’t sit behind the table, but stood to the side. If no one was at her table, she smiled and asked passer-bys if they liked to read mystery. Then she’d let them know she was a local mystery author and mention that her second book was out. If they stopped long enough, she’d tell them that she did a lot of the writing on the book right there at that store in the coffee shop.

On the rare occasion no one was at her table to talk, she took her postcards and introduced herself to people in close-by aisles.

She was approachable, friendly without being pushy, fun to talk to, and interesting.

When you have the chance, go out and observe authors at book signings. Learn from those, like Karen, who know how to do it so that they make sales and find new readers. Even if you don’t buy a book, go up and say hello and introduce yourself. Authors don’t bite. And if they don’t have a stream of people coming by, they’ll appreciate someone to talk with.

Book Signing Event

Last night I went to a book signing. The signing was for Babyproofing Your Marriage by Stacie Cockrell, Cathy O’Neill and Julia Stone. I didn’t know the authors and didn’t have the chance to meet them at the signing. I did see people there I knew and some I just recognized.

It was a high profile event since it was by invitation at the home of Texas Monthly senior editor Evan Smith. Evan’s home is wonderful. Huge wooden front doors that open to a unique, warm, impressive house. I did get to say hi to him, although I’m sure he didn’t remember me. We’d met briefly once before when I was at the KLRU studios doing a promo spot.

Lots of people mingling, waiters with trays of drinks, big names … and press. As in lights, camera, action.

Which is why I never got to say hello to the authors. The camera was either taking shots of their stacks of books, or the crowd mingling, or the interviews with the authors. And I’m sure that cost them sales.

But …

For this kind of event, sales would be nice, but they weren’t the real point. People at the book signing were there, I believe, because of their association with Evan Smith or Texas Monthly or some other connection to either Evan or Texas Monthly. You’re probably wondering why I was there. I think it was my volunteer work with the Texas Book Festival. The thing to consider, though, is that those people didn’t come to meet the authors and get their signatures. They came because Evan opened his home and made it a pleasant event with wine and hors d’oeuvres, amiable guests, networking opportunities, and an evening out. Sure, you’re gonna buy a book. That’s expected.

However, if the authors missed, say, twenty sales because they were busy with the press instead of sitting and signing, that’s okay. Far more valuable than twenty sales was the press coverage. I don’t know where the cameras were from – KLRU, a local station, cable, whatever. I know I talked to Patrick Beach with the Austin American-Statesman. Maybe they’ll only get a half minute on the local evening news. Maybe it’ll lead to other, bigger, opportunities. Even a quick blurb on the local channel could lead to sales above and beyond what they missed getting that night.