Lesson Learned From a Writer by Lois W. Stern
By Jerry D. Simmons | September 11th, 2007 | No Comments » (Click to add yours!)
Each independent author embarks on an uncertain voyage as s/he begins to market a book. I am no exception. When I really think about it, I recognize the dual mindsets that have helped me steer my path along this uncertain voyage..
The first one might sounds like a selfish statement, but I have learned that there is no shame in these words: You have to be for yourself. You are the one who has poured your heart, soul, and untold hours of labor into your book. There is no one who can promote it as well as you, because truly, no one understands its voice, content, and messages or will be as deeply committed to them as you are.
So how did I begin down this path of “being for myself”? I had worked on my book for five years. I was more than committed. Frankly I was driven! After publication, I took my first steps into the marketing arena by starting locally. I scheduled a book presentation at a popular independent bookstore in my community, sent out e-mail messages to all my friends, former colleagues and relatives, and invited them to attend. I told them, truthfully, that my mission was to prove to myself, as well as the folks at the independent bookstore, that even a local author could bring out the crowds, and encouraged each of them to bring along a friend. I addressed an audience of eighty-four people that evening and we sold nearly 50 books. (Perhaps it didn’t hurt that the word S-E-X appears in my title!) But the point is, I structured an early success for myself, and that added momentum to my mission. So the first lesson I learned is to start local, take action, and don’t be afraid to ask your friends, family and associates for their support.
I would love to be able to report that this first success ushered in a wave of other successful marketing ventures, but that was not my experience. I became focused on the idea of selling lots of books through presentations at upscale spas. I began this quest with some concentrated research, followed by phone contacts and carefully crafted proposals. My quest dead-ended after one spa director explained why I wasn’t getting positive responses: “Spas want to focus on wellness, and they don’t consider Cosmetic Surgery a wellness issue.” Sure I felt deflated. What now? I realized I needed to refocus and try other niche markets. I have since begun to sell my books to plastic surgeons, estheticians and related markets at wholesale so that they could reap some profit while providing a service to their patients and clients. I put up a “Winners Circle” spot on my website home page, to highlight those who purchased larger, predetermined quantities of books. That experience once again reiterated an important message: We must never look upon our non-successes as failures. Don’t let them defeat us. Instead use them as lessons for growth.
Yes, being for yourself is one mindset you need to accept as you travel down that uncertain marketing path. But at the beginning of this article I spoke about two mindsets that have helped steer me in my quest toward successful book marketing.
This second mindset to success is this: You can’t be just for yourself. I have no doubt that generosity reaps its own rewards. When you reach out to help others, it truly does come back to you – perhaps not in the same form – but in a positive way nonetheless. In marketing my book, I have been struck once again by the importance of giving with an open heart. Here is one example: When I was in the process of writing my book, I interviewed a Manhattan based Cosmetic Surgery Consultant whose name I had discovered through a New York Magazine advertisement. She was so generous with her time and input that I wanted to acknowledge her helpfulness, not just in my book, but also by listing her as a “Helpful Resource” on my website. I even created a sound file, rich in information about her, so website viewers could listen to my voice as a means to learning more about her work. She has never featured me or my book on her website, but she returned the favor in another amazing way. Imagine my surprise when I picked up the end-of-August issue of New York Magazine, and to my delight, saw my book cover included as part of her ad, with the caption: “Featured in the Book” above its image. It was a nice promo piece for both of us, but I am the one who got FREE advertisement space in New York Magazine.
Go that extra mile for others and watch the synergy build. Cheryl Benton, Editor of the upscale Manhattan e-zine, The Three Tomatoes, visited New Voices bookstore, and wrote a glowing review of my book. I called Cheryl to thank her and we chatted a bit about both our ventures. I offered to do a write-up about her e-zine in my newsletter and sent her a copy to preview before it was set. The following week I got an e-mail from Cheryl, with the message: “Expect a phone call from Valerie Smaldone. She would like to interview you for a new Clear Channel women ‘s show.” Valerie told me the interview would last twenty minutes, but we were having so much fun that she continued with a second twenty minute session. Her show, Broad Canvas, will air sometime in October, with both segments of my interview intact. I used that interview as leverage. Although I haven’t yet made it to ether the Joan Hamburgh or Diane Rehm Show – not for lack of trying –I did succeed with an interview with Patty Kovacs on her: ‘The Health and Beauty Revolution Show’ and have a third interview scheduled in December with yet another women’s show host. All you need is that first break, but then don’t sit back. Use it for leverage. Be for yourself again by seizing the day. Build on your successes. I posted links on my website to those live interviews with Patty Kovacs. Every visitor to my site now has the opportunity to listen to both segments. And I will be sure to publicize them in my next newsletter.
I learned that sometimes you need to push yourself to step out of your comfort zone. Fran Silverman, a fellow author, had sent me an invitation to celebrate the launch of her new book. The party was being held in a sound studio in Manhattan. I hesitated. First, it meant traveling into Manhattan, a one hour train ride each way. Second, I doubted that I would know a soul once I got there. But I decided to lend my support and pushed myself a bit to attend. It turned out to be a wonderful evening. I met some terrific women that night, and to my surprise, when I gave my presentation at New Voices Bookstore the following month, their friendly faces were in the audience to lend their support, and what’s more, each of them purchased a copy of my book. Another bonus that evening: Paul Sladkus of Good News Broadcasting interviewed some of Fran’s guests. I was one of them. The video of that interview is now linked from my website, giving me an excellent promo piece to add to my Media page. More proof of my firm conviction that generosity reaps its own rewards.
None of us need look further than to the shining example Jerry Simmons has set before us. Nothing Binding is one example of his generous spirit. I could name many more.
I will be taking part in a panel presentation: “From Networking to Marketing – Authors Helping Authors” at the Infinity Express Yourself Conference at Valley Forge, Pa., beginning on Friday, Sept.28th. Writers’ conferences are a great place to network and learn. Do consider registering for this invaluable conference.
Finally, in marketing your book, remember the words of this ancient scripture: “If you are not for yourself, who will be for you? If you are only for yourself, what are you? If not now, when?”
Lois W. Stern is the author of Sex, Lies and Cosmetic Surgery, a book that candidly shares the cosmetic surgery experiences of over100 women, including her own, while focusing on its emotional impacts, including the very words inherent to its title. Both her website: www.sexliesandcosmeticsurgery.com/ and her monthly newsletter are packed with information, resources and timely articles.
You can contact Lois or sign up for her monthly newsletter at: cosmeticsurgery@optonline.net
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