The blurb industry

 How time flies! How can I already be late for my Type M post? Today I want to comment on what I see is an increasing trend in publishing. Review space in credible, respected publications such as  newspapers has been declining for years along with the number and size of those publications. Many have closed their review columns or disappeared altogether. They are being replaced by a plethora of "common man" reviews on Amazon, Goodreads, and other websites and blogs, usually written by regular readers but often with no training of skill in the art of reviewing. Amazon in particular uses an algorithm that increases the visibility of a book based on how many reviews it has, so authors are flooding social media begging people to leave reviews, however brief and ill-informed. Numbers fuel sales, not quality. 

Publishers are also trying to hype their new releases and in the "good old days" used to print short, punchy  quotes from respected reviewers on the book jacket. In the absence of those, publishers are now leaning on fellow authors to create pithy quotes to put on the book jacket. If Stephen King likes the book, after all, it must be good.

In my experience, the publisher doesn't find these willing blurbers themselves, but asks the author to find authors willing to provide a blurb for their book. This practice has been going on since I published my first Inspector Green novel nearly twenty-five years ago. I was asked by my publisher to get a quote or two from fellow writers. The challenge is that the blurb should be by a well-known and respected writer (at least better known than you), writing in a similar genre as you.  Feeling foolish and presumptuous, I chose a couple of writers who knew my work. Luckily they agreed and provided great blurbs, both of which appeared on the cover. For my next books, the publisher pulled blurbs from reviews, and it was not until quite recently that I was again asked to procure blurbs from writers. Sometimes I complied and other times I ignored the request. I only wanted to approach writers who are not only well known but also personal friends writing in a similar style. I never approached the same writer twice, and I always felt it was an imposition. I also only approached one writer for each book.

As my career progressed, I began to get more and more requests for blurbs myself. Sometimes the request was by a personal friend in the writing community, but as this trend continued, I found the connections more and more tenuous. For example, a social media friend whom I had never met at any event and with whom I'd never had a conversation. I take these requests seriously. I want to support my fellow authors and I know the uncomfortable position they have been put in by their publisher, who is essentially downloading their publicity job onto the backs of their authors, much as they do all the social media promotion. But some of these requests come from authors who write very different genres than me, such as speculative or historical crime fiction. Some authors don't say why they chose me or even mention that they read my books. No personal connection.

When I accept a request, it's with the caveat that I will only write the blurb if I feel I can comment on it positively, which is awkward but necessary. It's my integrity on the line. I can't say wonderful things about a book I thought was poorly written. Then I read the entire book, which takes time from my own writing commitments, and I take the time to craft an original, catchy blurb that captures some of the book's strength. Writing a good blurb is a skill and it takes time.

What do I get out of it in return for the work put in? Beyond helping a fellow writer, nothing except my name underneath a couple of lines of text on the cover. Once again, the author is "donating" their time in exchange for exposure. Increasingly doing the job that the publisher has kicked down the food chain. 

But what is happening more and more often now is that authors in search of blurbs are using a scattershot approach rather than a carefully thought out choice of who to approach. They are requesting multiple blurbs, some from authors they may barely know, and presumably the publisher is picking only the ones they like best. Rather than appearing on the cover, the multiple blurbs are showing up on social media posts, websites, and promotional material, or on a whole page of blurbs inside the book. Free advertising copy at the expense of the author.

I'm not sure how other authors feel about doing blurbs, so I can't speak for them, but things have reached the point where I do feel that authors are being used. No one in this industry is making a lot of money, from publishers on down, but authors eager to get their book published and keep their publisher happy are being asked to do jobs that rightly belong to the in-house publicists, who are probably poorly paid and spread far too thin. It's a model that we need to rethink? Do blurbs really accomplish anything? Do quotes from reviews, even amateur ones, work just as well? What are others' experiences with this practice? In the meantime, I must learn to say no.

Road trip!

 Two weeks ago, I blogged about promotion and my upcoming in-person book launches in Toronto and Ottawa. As could be expected in Ottawa in early February, the weather did its best to sabotage both events. The day of the Toronto event, the city (indeed much of the eastern half of the country) was in the deep, deep freeze, with a brutal wind and temperatures not rising above -20 C (about -5 F) not counting the wind chill. It snowed all day long. Torontonians are used to balmier weather and many don't even have snow tires, so I was sure no one would come. Although some were understandably deterred, many did brave the winter and we had a lovely event with a reading, book chat, and truffles. The Ottawa launch at Perfect Books had similar problems. After a lovely, sunny, warm morning, the skies suddenly clouded over mid-afternoon and dumped a mess of freezing rain, ice pellets, and snow on the city. Traffic ground to a snail's pace and parking amid the snowdrifts was a nightmare. Once again, I was afraid no one would come.

The incomparable Sleuth of Baker Street

I should have had more faith in Canadians. We're an intrepid lot. People slithered their way along roads and drifted in to the store swaddled in scarves and slush-covered boots. They filled every chair in the place. I am so grateful to all my readers, friends, and family for continuing to support me through ice, snow, and polar vortexes (or is it vortices?). Not to mention more than twenty book launches.

My next step was to arrange readings and signings both in the city and farther afield. These are always more fun with another writer friend, and who better than my long-time dear friend, Mary Jane Maffini, who also had a brand new book out in her very popular local Camilla MacPhee series? I have toured all over the place with Mary Jane over the years, from the east coast to southern and eastern Ontario to the northern USA. So we got our heads together and devised a list of libraries within manageable driving distance from Ottawa. We call the tour Thrills, Chills, and Laughter; an evening with two award-winning mystery authors. I'm more of the thrills and chills writer, while Mary Jane supplies most of the laughter. The libraries that we approached have been very receptive to the idea, as eager as we are to see real people again.

We are still finalizing a couple of libraries, but here's what we have so far:

April 26 - Mississippi Mills Public Library, Almonte branch. 6:30-8:00 pm

April 29 - North Grenville Public Library, Kemptville branch 2:00-4:00 pm.

May 9 - Clarence-Rockland Public Library, 7:00-8:00 pm.

May 16 - Brighton Public Library, 6:00-8:00 pm.

All these events are free and everyone is welcome. Books will be for sale on site.

If you're in the neighbourhood, come on by. WhooHoo, road trip!

A random observation about reviews

by Rick Blechta

My post last week dealt with getting reviews for one’s book. It’s common knowledge that reviews make or break books, and getting reviewed by someone influential or in an influential publication, are the best kind. That’s logical, right? But getting your book in the hands of one of these people remains a significant issue, unless you’re a best-selling authors. Everyone else is left to scramble — and hope at winning the review lottery.

As last week progressed, my thinking about my post continued. How reliable are reviews on social media and websites? So I did a bit of poking around.

My highly unscientific conclusion is that reviews on Amazon and web retailers of that ilk tend to be more positive than not. Yes, there are one-star reviews, but these tend to be outliers, some by those with an obvious ax to grind. I randomly chose several dozen titles and tabulated the aggregate review numbers. The only criteria I used in making my list was that the book had to have 20 or more reviews. Seventy-three percent were 3+ stars or better. Not of all of the titles I looked at were by recognized authors or authors published by recognized houses. There were also some self-published titles (22).

It’s easy enough to get friends to write a review for one’s books, and I doubt if these people would give you a bad review. Everyone wants to help their friends after all. This goes for traditionally published authors as well as self-published ones.

But in doing my spot of research another thought occurred to me: with the exception of those reviewing friends’ books, there is likely an unintentional bias in the purchase of books which are then reviewed by non-professional reviewers. Think about that a bit. We tend to purchase books we think we might enjoy reading. Speaking for myself, I’m not about to lay out some hard-earned cash to buy something I probably won’t enjoy. Who would? Reading books is not at all like taking medications your doctor prescribes!

So how do you know if you’re ever getting the straight goods on a book? Did someone purchase the reviews? Were friends recruited? How accurate are they?

Geez, this whole review thing is a lot more complicated now than it’s ever been.

Thoughts?

No matter how things change, they still stay the same

by Rick Blechta

I was on Amazon the other day, looking for something I needed for a modelling project and somehow got into the book section. In a guilty hour of poking around there, I came to a surprising conclusion: book publishing is in a very healthy state.

My response to this was, Huh? How can this be? Your response might well be the same.

I must tell you at the outset that my conclusion is definitely not scientific. It’s simply based on the number of new books that come out every day. Thing is, the majority of them are self-published. There are hundreds and hundreds in every genre you can think of — and some you probably haven’t.

Amazon and other platforms have made it quick, easy and very, very cheap to self-publish any sort of book. One still has to do the hardest part, writing it, but after that the rest is easy. And unlike traditional publishing, an author can finish a book one day and have it released to the world the next, assuming that you’re only doing it electronically.

The big question is: are any of these books worth reading?

Since a listing can allow the casual browser looking for something to electronically crack open a book and skim a few pages to see if it’s worth purchasing, it’s pretty easy to see that many of these books are really very badly written and not worth considering. However, I did find several that seemed to be really quite excellent, based on the prose.

And this is where the title of this post comes in. No matter if your work is published by one of the large publishers or something produced start to finish on your kitchen table, the trick is making yourself known to the general public — assuming you’re not someone really FAMOUS. They definitely have an easier time of it.

Most authors are not given much meaningful promotional help by their publishers. Traditionally publishers expect authors to do more and more of the work. Believe me when I say that it’s no more difficult to get review copies, most of which are electronic these days, into the hands of people who will review them whether you did it yourself or your publisher sent it out. The vast majority of these reviewers aren’t professional anymore either. Many papers have cut their reviewers loose in order to save money. There seems to be no lack of people who are prepared to read a free book and then review it. Will an author get a fair shake? That's where you have to gamble.

The issue is getting your work noticed by the reading public. There is still a huge stigma involved with self-published books, and there is no shortage of bad examples to which one can point fingers. Since these works are more miss than hit, many people are naturally reluctant to plop down their hard-earned money on what could be something terrible.

So, for the vast majority of authors, the real struggle is still how to find your audience. Unless a massive publicity campaign is at your disposal, the sad truth is the author, you, are going to be responsible for the promotional heavy lifting regardless of who publishes your book. You will have to find a way to get your book read.

And that’s the real trick, isn’t it?

My Home, Myself

 I (Donis) am driving myself insane lately by trying to learn new and more effective methods of online self-promotion. I tried an experimental BookBub ad yesterday to no avail. I've signed up for Instagram. Suffice it to say I'm not an influencer yet. I'm doing giveaways. For the rest of this month I’m giving away three copies of my 2014 release, Hell With the Lid Blown Off, which, if someone held a gun to my head, I’d have to say is my favorite Alafair Tucker Mystery (which,  if you’d like to enter the drawing for a paperback copy, go to my website, here, click on “Contact”, and leave your name. I’ll draw the winners’ names from a hat on May 31.)

Why, you ask, am I torturing myself thus? I'm trying to make my publisher happy so they'll deign to keep publishing me. Will it help? Ask me later. 

In the meantime, I loved Rick and Barbara's entries, below, on where they write and how they sit. It made me take a good look at my own surroundings. I write in my living room, sitting in a gliding rocker, with my laptop on a small lap desk, with a big pile of miscellaneous papers on a footstool next to me. I'm a messy writer. I have to have a number of things to hand because I don't want to interrupt what is hopefully a brilliant run of words to get up and look for something I need.

I am a relatively tidy person otherwise, but I haven't had a visitor in my house for over a year, so I've kind of become blind to my surroundings, like an old bear in her cave.You grow used to your environment, and after a while you don’t see what is right before your face, until you go into it in depth, picking up each item, moving things around, digging into corners. It is amazing what you can learn about yourself if you look with new eyes at the space you inhabit. 

Here is what close examination of my domicile taught me about myself:

I live in an atelier.  Every room in my house has to do with writing. Shelves, tables, surfaces, closets, desks, all contain notes and files, reference books and manuscripts, computers, printers, supplies.  I keep a notebook on my bedside table, so that when I wake in the middle of the night bursting with a fabulous idea or the perfect image or combination of words, I can scribble them down before they are lost. It was fascinating to read some of the gems I wrote.  A few of them even made sense, and even the ones that didn’t often had a certain poetic je ne sais quoi.  To wit: “I didn’t remember the word, but I knew there was an ‘N’ in it, because I could feel the spirit of “‘N’-ness .The ‘N’-ness of it.”   And, “ I want to protect her, which makes me want to hurt her.”

I live in a library.  We had books piled on and in every available space in the house.  We were tripping over books.  So we decided to do a major go-through and box up any book that could not be lived without and donate them to the library. We boxed close to 500 books, and yet we still do not have one inch of space on any bookshelf. At least I can see a few of the table tops. I would be embarrassed to admit how many books we have, but I feel sure that most of you reading this post are just as bad as I am, if not worse.

I live in a museum. Our house is filled with artifacts of our lives. I painted the landscape in the den in 1975.  I picked up those grave rubbings in England in the ‘60s.  My parents bought the end table in the living room for their house in the early 1950s.  My sister hand-embroidered that wall-hanging. Most everything my eye falls upon - furniture, decoration, art, even clothing - has a backstory.  In fact, as I look up from this computer, I see four watercolors Don and I did of the views outside our apartment in Cagnes-sur-Mer, France, in 1977.

Cagnes-sur-Mer

My sister's embroidery

I live in a shrine.  Don loves Asian religious art, so the house is blessed with dozens of statues of the Buddha, Krishna, Ho Toi, Ganesh, Rama, Kwan Yin.  I also have a peculiar little shrine to myself.  When my mother died a few years ago, we four sibs divided up the hundreds of photographs, mostly claiming pictures of ourselves.  Consequently the entertainment center in the family room contains  Donis' Life Story in Pictures, from the ages of two to forty, when I ceased to be quite so adorable and lost interest in having my portrait made.

Me, age 2

For the love of libraries

This past Sunday I had the honour of being the guest speaker at the annual fundraising gala of the Friends of the Haliburton County Public Library. Haliburton is a large rural county two and a half hours northeast of Toronto in a gorgeous land of rolling hills, forests, and lakes. Although the lakes are popular cottage destinations in the summer, most of the county is fairly poor and relies heavily on volunteers and fundraising for many services like libraries that cities take for granted.

Friends of the Haliburton County Public Library

The Friends are extremely active in their support of the library. The annual gala has been held for fourteen years and in addition to the presentation by a prominent author, there is a silent auction of items donated by local residents and businesses, all held at the beautiful Pinestone Resort. Between one and two hundred people attend the event, and the Friends also host monthly talks with an invited author, which about sixty people attend. This year the funds are going primarily to the purchase of ebooks so that library patrons can access their favourite books more easily, especially during the harsh winter months.

I have been an unabashed lover of libraries since I could first read. As a child, I browsed the shelves at will for my after-school entertainment, and I always went home with a stack of books. As a graduate student, I almost lived at the library as I researched and studied the material for my courses, academic texts being prohibitively expensive. And as a writer, one of my first stops when I'm researching the topic of a new book is at the library to pick up what they have on offer.

Attentive audience at the gala

I also recognize the importance of libraries as a central hub of community and learning. In addition to the books and resources themselves, my grandchildren are benefitting from their children's programs, and there are many other activities and groups for all interests. I have taught workshops and given readings organized by staff. In the country, this central, multi-faceted role is even more crucial. So I was thrilled for the chance to support the library.

The day dawned foggy and rainy, making the drive up from Toronto less than thrilling, but the welcome I received was bright and warm. People came from miles around, an informed and literate crowd who were friendly and enthusiastic. They filled the seats, listened with interest, and laughed at my jokes. Heads nodded at my more serious points. Afterwards they came up to talk and to buy books from the local independent bookseller, Masters Bookstore. A huge shout-out for indies, who venture where Coles and Indigo dare not go.

Reading from Prisoners of Hope

Writing is a lonely pursuit and the promotional side of it can be draining, particularly the dreaded mall signings in which you flog your book to people who've never heard of you. There are many times when we writers wonder why on earth we do this crazy job. Then a day like this comes along and reminds us why we write. Not just for ourselves but for that community of readers and fellow story lovers who are eager to be transported and who share our excitement at the stories we tell. And for all the workers, volunteer and paid, who make that connection possible.

Afterwards I drove on back home to Ottawa through the rolling hills and lakes of cottage country, now sparkling from the recent rain. A long but satisfying day.

Launches and signings and readings, oh dear

Last night I had the official launch of my latest book, PRISONERS OF HOPE, and so begins the frenetic season of promoting a new book. It's short but busy, often with back to back events that consume much of my fall weekends. This is my seventeenth book, and that's a lot of weekends. Missed opportunities to cut the garden back, rake the leaves, take leisurely walks in the glorious fall trees, and even vacuum the extra dogs that have accumulated under the tables in my house.

The launch is always the highlight of this time. I am not very organized and have not developed a newsletter, mailchimp list, or even email groups to help me send out invitations, so it takes time but I try to send out invitations to all of my contacts who live in the Ottawa area. I book a venue, arrange a bookseller, order some food, and cross my fingers that people will come. To my delight, they always do, some new readers, some faithful ones of old, and of course, my long-suffering family. This starts the season off with a boost, because everyone is excited about the new arrival and effusive in their praise. Thanks so much to all you loyal friends and fans who come out to support us authors!

I hold on to this boost during the long weeks of readings and signings that follow. Some are well attended, often to my surprise and gratitude, but other times I am reading to a rapt audience of five, including bookstore or library staff. I recall being scheduled earlier in my career to do a conversational hour at a conference, and one person showed up. One hour is a long time sitting face to face with a stranger!

All writers have horror stories about the dreaded mall signing. Bookstores forget you're coming or only order five books, snowstorms turn the mall into a graveyard, a raucous children's event is running in the store next door, or, despite seventeen books, no one has heard of you but they love James Patterson. As if authors need more lessons in humility after dozens of rejection letters, brutal editing, nasty reviews...

Through it all, you smile gaily, trying to look inviting but not desperate as you watch people walk by the store. Do they make eye contact? Do they scan your table as they pass? Or do they detour around to enter the store from the other side? Do they look on the verge of murder themselves as they drag a couple of screaming children in tow? Do they go for the fiction table or the scented candles?

If you decide the signs look favourable, you embark on phase one. "Hello. Are you a mystery fan?" or some such. Some pretend not to hear you as they scurry past. Some give a curt no, some say yes, rather dubiously as if uneasy about what they're committing to. If they stop, you begin phase two. You explain who you are and give a one-floor elevator pitch about the books. If they are still standing there, you continue with more detail. My favourite point is when the person's eyes suddenly widen in surprise and they say "Oh wow, you're the author?"

Most people are too polite to turn you down outright. Once entrapped into conversation, they mumble appreciatively and look for a gracious exit strategy. Is the book available on Kindle? Is it in the library? I'll be back once I go to the bank. Sometimes, after engaging for five or ten minutes and reading the blurbs of each book, they smile, say good luck, and move on. I feel for all these people. They don't want a book, it wasn't in their plan for that day, and they made the mistake of saying yes. I always thank them for stopping by, hand them a bookmark, and wish them a great day.

There are also the people who approach your table with great purpose and enthusiasm, raising your hopes, only to ask where the washrooms are or whether you have the latest Harry Potter. You learn to smile at these. An honest mistake.

There is two groups of people that seasoned authors encounter all the time, however. One is the person who's bored, killing time, possibly waiting for a friend who's in the store. So they figure they'll chat with the author. They usually position themselves directly in front, blocking everyone else's access to the table. After a few minutes of conversation, it becomes clear they have no intention of buying a book but merely want to talk. About their experience in the book business, about their grandchildren, whatever. Meanwhile potential readers are passing by, sometimes peeking around the talker to try to see the books.

At every signing, it seems, there is also the customer who isn't interested in your book but wants to tell you about the book they have written, or plan to write, or want to write. There are variations on this, but they usually want book advice such as where to get their book published. Curiously, I have found these are almost always middle-aged men who don't read fiction (often proclaimed with pride). They can explain their non-fiction book for hours, as others drift by, pause to peek, and go on their way.

Both these types of customers are difficult to deter, often standing by patiently if you interrupt them to address another reader and then resuming when that reader has left. Neither of them end up buying a book.

My last book signing at the wonderful Aunt Agatha's.

Why do we keep doing mall signings, you ask? Well, first of all, the connection to the booksellers, particularly the indies, is key. They are book lovers and readers themselves, and their belief in you means a lot. They are the ones who stock the book and recommend it if they like it (and you). They all have horror stories themselves about difficult or entitled authors, and believe me, they get their revenge.

But the signings are always redeemed by the customers who listen to the five-floor elevator pitch, ask some questions, say it sounds interesting and take the risk. Building readership one by one seems to be how the business works in the absence of a publisher with a big promotional budget. The signings are redeemed even more by the customer who comes up to the table with a big smile and exclaims "I love your books, I've read them all! I could hardly wait for the next one! And I want one for my friend's birthday too."

That is music to an author's ears. It's why we write, after all.

Putting Yourself Out There

Staying connected

Very interesting posts this week on the joys of being a writer. John wondered about the effectiveness of social media, Sybil pondered the usefulness of going to conferences. When it comes to promotion, what one writer is willing and able to do may be quite different from another. I enjoy conferences and think they're very useful for making connections. But I don't go to many, one or two a year if family health and finances permit. I'm not a particularly shy person, and I'm not at all bothered about speaking before a group. But I'm slow to warm up in a social situation, at least until I feel I have a handle on whomever I'm talking to. I told a friend once that I think I was born to be an observer in this life. This is a great quality to have if you're a writer, but not as useful if you need to work the room. I actually do make the rounds at every conference I attend and talk to as many people as I can, but I'll never be as effective at it as someone as outgoing and naturally talented as, say, Louise Penny. However, I'm guessing I'm a much better schmoozer than J.D. Salinger, who could buy and sell me. So as effective as that technique is, it must not be the end-all and be-all.

I've been doing this author thing for years, and I keep trying a little of this and a little of that, and attempting to judge what promotional activity works best for me. Other writers have been extraordinarily helpful to me, but I can't afford to go to as many conferences as I'd like in order to make those connections. I'm much less promiscuous with bookstore signings than I was when I started out. After sitting in lonely solitude behind a table a few times, I now choose my bookstores and signing times with great care, and do everything I can to publicize the event beforehand. For every other bookstore I come across, I find it much more effective to talk to the booksellers.

I'm very lucky to live within driving distance of Poisoned Pen Bookstore, which is owned by my editor (whose husband happens to be my publisher). Whether I can travel or not, most mystery authors eventually find their way to Poisoned Pen for an event. This a a wonderful way for me to keep in touch with the many author friends I've made over the years. Witness the above photo of Yours Truly, Ann Parker, and our own Vicki Delany, having lunch after their event in Scottsdale this month. Then we did a library panel together, below, looking much more proper, and as we know, looks can be deceiving.

Ann Parker, Vicki Delany, Donis Casey

I find that the more I speak to groups, the more I'm asked to speak. I get a lot of library business. I was a librarian for 20 years, so I know a lot of library types all over the country. Book clubs are good. If you can find a non-book group to talk to that has some sort of connection to what you write about, that can be fabulous for your sales. History groups are good for me. I know another writer who used to sell her books at an annual zoo event and cleans up. (Makes money. Though I think she does actually volunteer to muck out cages.)

My husband, however, would rather stand on his head in a mud puddle while poking himself in the eye than speak in front of a group. I understand that most people are terrified of public speaking, so my publicity plan, such as it is would be torture for them.

The internet is a godsend, if you know how to work it, though less so for us Luddites. I try to do something on Facebook, author page or personal page, every day. I don't tweet. This may be a big mistake, but the very idea makes me tired. It would be hard for me to host an internet radio program, because I simply don't have the technical skills--or the interest. My webmaster, who is also my brother, told me that my website should be "all Donis, all the time", and not concentrate solely on my books. This gives you leeway to change your focus, if you decide to do something other than what you have been doing. Change genres, for instance, or become a playwright, or an actor. Do working actively on blogs and Facebook and Goodreads and BookBub increase my readership? I don't know, to tell the truth. But I'm a writer, damn it, and more writing is always better than less. On my own site, I've more or less kept a public diary of my experiences as a novelist, and whether it's instructive to others or not, after a dozen years I have written enough material for a book.

This writing game is tough. And when it comes to selling yourself, you just have to put your head down and go. What works for one may not work for you, so you try everything you can manage and do the best you can. The really important thing, though, is to do the best you can without making yourself miserable. Life is too short.

p.s. and aside: This has nothing to do with the price of tea in China, but I tend to write short. Or, more accurately, I write long manuscripts and end up whittling them down to the nub. I want to get to the point.

Fall merry-go-round

In her Monday post, Aline talked about her eager anticipation of September, as a time of new beginnings and endless possibilities. As an Eastern Canadian who didn't get much of a summer this year, I don't share her impatience to see it on its way. I want to cling to every last sun-drenched, fancy-free moment of it. But I have another reason to prolong those last two weeks of summer; my autumn is going to be crazy. Labour Day weekend coincides with the release of my new book, and with it all the signings and tours and blogs and festivals. This year they seem more hectic than usual.

Right now I am at my cottage trying to power through the first draft of the book due out NEXT September, because I know once the fall promotion season starts, I will be hard-pressed to give the next book a moment's thought. As I try to write my novel, however, I find myself committed to writing several blogs. Blogs are creative and fun, and I happily agreed to do each one without thinking that each (including my old regular Type M) takes hours out of my writing time. As it stands at the moment, I still have three more blogs to write, two with deadlines this week.

And then there are the posters, evites, announcements, website updates, and social media posts to promote the fall events. And preparing the talks and readings for each of them.

So with a view to killing two birds with one stone, this blog is going to double as a bit of promotion. The complete list of appearances and events will be on my website once I finish updating it, but here are the highlights. If there is an event that interests you and is within in driving distance, I'd love to see you!

THE TRICKSTER'S LULLABY is due for release in Canada and the UK on September 2 and in the US on September 26. The tag line reads:

A winter camping trip turns deadly as two missing teenagers, a twisted love triangle, and the spectre of radicalism create turmoil in the remote Laurentian wilderness.

Here's what is planned so far:

• Sept. 1 - 2. Women Killing It! Crime Writers' Festival, Prince Edward County, ON
• Sept. 16. Halifax Word on the Street, Reading at Halifax Central Library
• Sept. 21. Aunt Agatha's Mystery Bookstore, Ann Arbor, MN
• Sept. 22. A Different Drummer Bookstore, Burlington, ON
• Sept. 23. Toronto Launch, Sleuth of Baker Street, 1 - 3 pm
• Sept. 24. Toronto Word on the Street, Crime Writers of Canada Booth, 1 - 2 pm
• Sept. 26. Ottawa Launch, Mother McGintey's Pub, Byward Market, 7 - 9 pm
• Oct. 2. Ottawa International Writers' Festival, details TBA
• Oct. 12 - 15, Bouchercon Mystery Conference, Toronto
• Oct. 20. Renfrew Public Library, Renfrew, ON, 6 pm
• Oct. 21, Coles in Carlingwood Mall, Ottawa. 11 am - 2 pm
• Oct. 24. International Festival of Authors, 7 pm, location TBA

In between, I have a couple of book clubs, luncheons, and workshops, all of which should be great fun once I catch my breath. I have not committed to anything major beyond Oct. 24, which coincidentally is a very significant birthday, but I'm sure the time will be filled in! I would not trade all this excitement and adventure for anything, but right now I am encouraging summer to stick around awhile yet. 

Book Clubs

Barbara here.  Time is flying, and as fall arrives, with one book just being released and the next one due in to the publisher this weekend, it seems to be hitting supersonic speeds. Which is why I thought I had just posted a blog last week, but when I double-checked, I discovered that my last post was three weeks ago! I had entirely missed my last date, but luckily for me, my Wednesday partner Sybil had posted two Wednesdays in a row. Possibly by accident, caught up in then same maelstrom as me, but thank you, Sybil!

But enough about flying time. I have more important things on my mind. Various posts on Type M recently have talked about the challenges of getting the word out about a new book, with close to a million books being released every year and most of them, apparently, selling a dismal 250. Not a great career choice, for sure. There have been posts about social media and niche marketing, about book launches, and about the ups and downs of bookstore signings. All these strategies sell books, especially as part of a "cast your bread upon the waters" approach that authors hope will trigger a ripple effect. Retweets, Facebook shares, hand selling by bookstore owners, word of mouth among like-minded readers.

But social media is at its core a solitary pursuit, pursued from your office or living room couch while wearing your pyjamas. And we writers already spend far too much time in the living room in our pyjamas. Twitter and Facebook connections are virtual, and no matter how real and intimate they are, they can't take the place of talking to someone. And as for bookstore signings, they are mostly shame and humiliation interspersed with occasional delight.

If you really enjoy connecting with readers and want to talk to real people, there is another approach rarely mentioned among book promotion strategies - book clubs. A largely untapped treasure trove of avid readers who not only read books but love to talk about them. Too labour intensive, you think? Consider this. At bookstore signings, after two hours of sales pitches and questions about the latest vampire book (or the location of the washrooms), I may sell anywhere from four books (a really bad day) to 40 books (just before Christmas). Book clubs typically have ten to fifteen members, who not only read that one book but often go on to read several others. And they buy more from me on the day of the meeting, either for themselves or as gifts. Easily matching my best bookstore records.

But there's much more to a book club evening than simply sales numbers. Indeed, those are far down the list. For that evening, I am invited to share in the camaraderie, laughter, and enthusiasm, not to mention excellent food, of a friendship circle who love books and are all eager to talk about my book. They gain insight into my processes and inspiration, and I gain invaluable insight into how my books are viewed. What worked for them and what didn't. What characters they cared about. All incredibly valuable for a writer. By my sharing with them, they share with me, and I suspect I come out the winner. A connection is made, many come out to subsequent launches, and buy the later books. They also tell their book loving friends.

Book clubs are warm, fuzzy places. I have never been eviscerated (perhaps they wait until I have left!) and they seem to enjoy an informal dialogue and Q&A that requires no formal presentation or preparation at all, beyond arriving in a cheerful, talkative frame of mine. I have lost count of the number of book clubs I have attended over the sixteen years since my first Inspector Green came out. Most of them have been in the Ottawa or Eastern Ontario area, so an easy drive, but some have been via Skype to places farther away. I have a note on my website that I welcome book club invitations, but I think many of the invitations come from word of mouth as well. "You spoke to my sister's book club..." or "Another author suggested you..."

That is a ripple effect well worth pursuing. I am betting that few kinds of promotion are more effective, especially when you consider the pleasure experienced and the friendships that are formed.

Marcia Fine, Guest Post

You've written the book. Now what? Type M is very pleased to welcome guest author Marcia Fine. Marcia is the recipient of numerous awards, including the 2015 Adult Selection for ONE BOOK AZ for THE BLIND EYE, and a consummate promoter.

MARKETING MAGIC: How to Be Everywhere at Once
by Marcia Fine

You’ve written your book — those pesky typos are at a minimum, your friends think it’s great and the cover is catchy. So how do you get others besides your family to purchase your narrative? The truth is there isn’t any magic. It’s all about consistent and persistent hard work. Writing is a lonely sport; marketing involves the world!

I write in two genres: historical fiction and satire. Sometimes I put both of them together. I am not a mystery writer; however, I appreciate how authors build suspense, throw around a few red herrings and keep me guessing. Whatever your genre, it requires you to speak up so your audience knows you have another book.

There are about 600,000 to a million books published every year. About half are published independently. Most sell about 250 copies.

So what’s an author to do?

Target your audience by choosing who your likely customers are and focus. I wrote a novel, THE BLIND EYE—A Sephardic Journey, about Spanish and Portuguese Jews being cast out of the Iberian coast. A narrow market, for sure, yet, many readers were curious about the topic. How did I find them? I spoke to groups. If your speaking skills aren’t up to par, join Toastmasters. Many organizations are looking for speakers who don’t charge and are knowledgeable on a subject. Whatever you’ve written, there was research involved. Promote that. Be sure to write out your own introduction to avoid someone describing what you do in a sentence. Promote from the beginning! Request to sell books at the end. Standing behind a table at a large event has never brought me many sales. Stand in front of the table, get people to sign up for your newsletter (Yes, you need one!)and publicize that you’re there.

Enter contests with a vengeance. Send out your book until it wins! Even an Honorable Mention counts. Once THE BLIND EYE was a recipient of a few prizes, it garnered some attention. You can write a press release to post on PR Web, use it for Facebook fodder and add it to your biography. Following the instructions for submission is part of the contest!

Attend conferences to network with other authors and meet the people who book the speakers for next year. Your name in a program adds credibility. Ask those you meet if they will write a book review for you. The more reviews on Amazon and Goodreads, the better.

Social Media is a beast that needs to be fed often. Recently I started a new Facebook page, A Sephardic Journey, because my seventh novel will be released in 2017. HIDDEN ONES is about the Inquisition in Mexico during the 17th century. I’m building an audience by posting articles that relate to my subject matter by joining other groups in that arena. There are experts in this field and successful authors often hire someone to do that for them. My Twitter account is sparse, yet I know local authors who have thousands of followers. How did they get them? By following others.

Staging events is one of my specialties. Book stores are not always the best place to find customers. I’ve approached businesses who are interested in driving more traffic. They usually have a great mailing list and are willing to provide refreshments if you bring your contacts. I’ve appeared in art galleries, coffee houses, furniture stores, French restaurants (PARIS LAMB), community centers, clubhouses, coffee shops, places of worship, clothing boutiques and even a hair salon!

Writing articles is a great way to get noticed. Are there journals, newsletters or magazines that would like to hear from you? Ask! Local papers are always looking for content.

Book trailers seemed odd to me at first, until I saw a few. It’s a small investment (around $400)that will keep you going for years. Not only can you post them online, you can also attach them to all your correspondence. It’s a catchy way to garner attention.

Consider other mediums for your work like an ebook or an audio book, the fastest growing part of the publishing industry. Many of us enjoy a good story while we’re driving or working out.

The word branding makes us sound like we’re all cows. You are talented, creative and smart or you wouldn’t be an author. Hand out your business card wherever you go. Does it have the cover of your book on it? Promote yourself. As my mother would tell me when I just wanted to stay holed up in my room with a good book, go out and be seen. Participate. You never know. . .

Finally, brainstorm with friends for more ideas. Be motivated by sharing what you learned writing the book. The reality is: you are your own public relations firm! Let people know you are in the book business!

To watch Marcia's book trailers, visit her website: www.marciafine.com.

Life is Short. Tour Small Towns.

Donis here, feeling blue. I just spent an hour on the phone with an old friend from Tulsa whose husband died a few days ago. She and I have known one another since we were seven years old, and for most of our growing-up and young-woman years, we were BFFs. Even though I moved to Arizona in the 1980s, we have kept in touch and always got together whenever I managed to get back to the home country. I knew him pretty well, too. I was in their wedding over forty years ago.

This has been coming for a few months, so it was not unexpected, but it was not a particularly good passing. My friend is in that weird numb state right now, which everyone who has ever lost a loved one knows about. It's hard when you realize that you now belong to the "grandparent" generation, and you and your compatriots are the next to go. For most of our lives there was a buffer generation between us and the bitter end. No more. I don't mind the idea of joining the choir invisible myself, but for the past several years I've lived in a state of dread over losing my nearest and dearest. It's enough to drive you to take up Zen. Live in the moment and enjoy the day as best you can.

Holding forth in Ajo, Arizona

Anyway...on a less depressing topic, I took a few days off for Thanksgiving, but the next couple of weeks are full of promotional activities for the new book, All Men Fear Me. One of my favorite events in this cycle was my November 20 trip to Ajo, Arizona, far out in the desert, half-way to California and almost all the way to Mexico. As long as you're reimbursed for you gasoline, never pass up invitations to do events in small towns, my friends. Everybody will turn out and you'll feel like a star.

Holding forth in Boynton, Oklahoma

Nine years ago, after my second book came out, I did a book tour in Oklahoma. I hit all the big towns and did well, but we ended the tour by going to Boynton, where everything began, back in the misty past, when my great-grandparents moved to Oklahoma at the turn of the 20th Century. It was raining cats and dogs when we left Tulsa that morning, so I didn’t have much expectation of a successful event. But my expectation was wrong. The talk was held at the Boynton Historical Society building, in a 20X20 room that was bursting at the seams with people – and believe it or not, I wasn’t related to most of them! A gorgeous feature article about me and the books had appeared the day before in the Muskogee Phoenix newspaper, on top of a feature in the Haskell News, and folks had hauled out their canoes and rowed to Boynton in the rain from all around the vicinity. We even had a woman there from Oklahoma City! (130 miles away) It was a gratifying experience, to say the least, since crowd made me feel like some sort of celebrity. I sold every single book I brought with me, and could have sold a lot more if I’d had them. Pretty good for a town of about 400.*

So take advantage of every opportunity you are offered, big or small, and don't pass up the chance to eat ice cream if you want it. Because you never know.
___________
*Boynton now has fewer than 200 people. In another nine years it will have disappeared altogether.

Promotion

This year's Suit of Lights

Donis here, writing on a sunny Wednesday in Arizona. My latest Alafair Tucker novel, All Men Fear Me, finally had its official launch at the Poisoned Pen Bookstore in Scottsdale last Saturday, the 14th. As usual I spent a lot of time picking out my outfit, or as I call it, my "suit of lights". This has become something of a ritual for me when a new book comes out. Though I don't know why. I've seen many a Big Name Author show up at personal appearances dressed like s/he just rolled out of bed.

My launch, with Betty Webb, Jenn McKinlay, and Kate Carlisle, was a lot of fun and there was a big crowd in attendance, which is always very nice. The very next day I drove the 100 miles down to Tucson to do an event at Clues Unlimited Bookstore along with fellow PP author Jeffrey Siger. Clues is a small place but it was packed. So my first two official promotional events for this book were successful and pleasant and many books were sold. I posted some photos of both events on my own website if you'd like to indulge.

I have today off, but tomorrow I'm off for another several day of appearances and programs around the state. When I'm in the middle of the Big Push it's very difficult for me to keep to my accustomed writing schedule, and howsoever much I enjoy myself, it is unlikely that my events are going to make me a New York Times bestseller.

Which brings up the question of why we do it. We mid-listers seldom get paid for our appearances, so travel is expensive, disrupts your life, and eventually becomes incredibly tiring. Yet it is very helpful to meet readers face to face. I'm often surprised by readers' thoughts about my novels. They see things that I didn't see myself. Sometimes I'm shocked by a reader's interpretation, and sometimes amazed and flattered to find out how insightful I am without even knowing it!

Also, I can't overstate how important it is to develop relationships with librarians and bookstore owners. They are the ones who are going to recommend your books to readers, so we authors had better do our best to deliver a good product and a good program for them.

When I can, I try to arrange appearances with other authors. First of all, that could broaden your audience appeal. Most importantly, it is incredibly helpful to get to know your fellow writers. In my experience they are a bright, thoughtful, intelligent and kind bunch, and it is very helpful to hear that even authors who are much more well-known than you also suffer the same writing pains as you do.

I don't know of one veteran author who hasn't had the experience of schlepping miles to do an event and then one or two (or no) people show up. If that happens, remember that even if just one person shows, your should treat her like Oprah's niece. Word of mouth is as valuable as gold.

Still, it is easy to become disillusioned with public appearances since they are not what is going to give you that push into best-sellerdom. My advice is not to expect them to. The thing that is going to make you the next J.K. Rowling is a dash of luck and writing a fabulous book.

There is only one of those things you can do anything about.

Reflections on the promo game

Barbara here. Several of the recent Type M postings have dealt in some way with all the things we authors have to do AFTER our brilliant piece of prose is released. There have been posts about the adventures of touring, the death of bookstores, the illusion of social media promotion, the art of reading in public, and the way we twist ourselves into pretzels trying to do all these things while writing the next book.

Who knew? I remember walking into my local Chapters when my first book had just come out. This was in 2000, before social media, before the demise of bookstores, before the store's take-over by candles and cards. I stood in the entranceway gazing in awe at the bookcases and bookcases and bookcases of books. I walked past the displays at the front of the store – shelves clamouring 'Hot new fiction', 'Best Picks', 'New releases' – past the seasonal displays and remaindered tables, past the general fiction section, all the way to the huddle of mystery shelves at the back of the store. And there I was, tucked into the middle of the middle row of the middle bookcase, dwarfed by an entire shelf of Dick Francis and Karin Fossum.

Who was ever going to find this book, I thought, let alone choose to buy it over the other tens of thousands of books in this store?

Therein lies the author's conundrum. And I believe it is amplified several-fold nowadays because of the sheer number of books being published. For the self-published author and even those published by smaller presses without the massive promotional and advertising budgets of the big guns,  spreading awareness of their book is a huge challenge. Bombarding social media with blatant and irritating pleas or brags doesn't sell books, and indeed may be counter-productive, but if no one's heard of the book, they won't buy it either. Hence the tightrope that we all try to walk on social media between self-promotion and personal connection, so that we nurture friendships and networks and balance self-promotion with sharing each others' achievements. It takes patience, luck, and above all, a damn good book. Your first book sells your second. Or not.

It's an ever-evolving marketplace, and what worked before may not work tomorrow, but I think the same principles will be at play. Write the best book you possibly can, listen to the advice of editors and beta readers, rewrite it even better, and then once it's published, start reaching out to booksellers, librarians, readers, and fellow authors. As Sybil said, this is challenging and unnatural for writers, who are often shy, but it actually does get easier, and I'd say you're well on your way, Sybil. I found my first panel (also at Bouchercon) terrifying, but eventually I got used to them. My first reading was no doubt abysmal, but I kept doing them. I attended conferences where I barely knew a soul. I did bookstore signings where I felt more like a Walmart greeter showing the way to the restrooms, library readings that two people came to, radio and TV interviews that I suspected no one watched. Over the past fifteen years I have probably attended dozens of book clubs. Love them! A great way to make new friends as well as readers.

I started off this post intending to talk about the secrets to a successful book tour, but as usual I am wandering around in the maze of ideas, in the process discovering that the secrets to book tours apply equally well to all promotional efforts. Here they are:

1. Travel with another author. Not only do two authors make for a more entertaining event, but it's great to have company and someone to share expenses (and that glass of wine) at the end of the day.
2. Always be prepared to laugh. It may be all you get out of an event. Look for the adventure, be prepared for the unexpected, and see the humour (and the story possibilities) in all that happens. This is easier if your companion knows how to laugh too.
3. Never count the money. Promotional efforts are about forging relationships, building trust and readers. If you're thinking about what this trip is costing you, or about how many books you've sold, you'll sink into a deep funk. But if the book is good, the word will be spread.
4. Be gracious, respectful, and appreciative not only of the librarians and booksellers who have organized the event but also of the readers who came. They owe you nothing; they put themselves out for you, and they all have horror stories of the divas who will never be invited again.

I know other authors who are much better at all this than I am. They keep track of readers who come to events, they use Mail Chimp to generate mailing lists for newsletters, Goodreads to get connected to new readers, and multiple blogs with various authors to spread the word. But I have not yet figured out Mail Chimp or Goodreads, and in the end, I need time to write. That's why I got into this in the first place. And although being friendly and accessible might help sell that first book, the first book sells the second.