To Promote or Not To Promote...Is That Even a Question?

The question I get asked most often by emerging writers is whether it's really necessary to...X.

"X" can be any number of things. Tweet. Blog. Appear at bookstores. Maintain a website. Have a GoodReads or Facebook or Shelfari presence, and what is this Pinterest thing anyway?

Because we writers are stumbling around in search of an answer to this question: How do we become successful authors? And this one: How do we reach readers?

As the great William Goldman says, "Nobody knows."

But I don't think this wisdom means that we should just throw up our hands. And while there's not exactly a roadmap for figuring out what you should do once you've reached that land called Publication, I have accumulated a few thoughts during the long road to my own. Getting a book written well enough to be published is one of the harder things any of us will accomplish in our lives. But then what?

First I need to back up and tell you a little about myself. It took me three agents, eight novels, fifteen almost-offers, and eleven years on submission before I sold my debut novel. This finally happened through a confluence of events that still feels mystical to me. And the dream of being a published author was such a long, long, long time in coming that, once it happened, I did the only logical thing.

I hired an independent publicity firm, rented out our house, withdrew the kids from school, and asked my husband if he would accompany me on a book tour that would cover 44 states and 40,000 miles. Not exactly in that order, but you get the point. The whole family's life would be subsumed by this dream, at least for the next seven months.

Since my book came out, we have visited over 200 bookstores, as well as libraries, book clubs and almost every place where people come together over books. I've been the inaugural author at a brand new mystery bookstore in Madison, WI and the newbie who drew the smallest audience at a bookstore that holds near-daily events. I stood up in Oxford, MS with a rockabilly band behind me and spoke for precisely fourteen minutes--we were being recorded live--to a house crowd of three hundred. I've done Sit & Sign's where only one person showed up, but that one person drove three hours to see me, and thus will always have a place in the Annals of my Becoming an Author, not to mention in my heart. And there have been events that hit almost every point between these extremes.

So, is this the point of my blog post? Is there a roadmap after all, a literal one that shows our route, or a message: change your whole life in service of The Book?

I'm hoping that writers will take something else from this description of what I've done. That it's not necessary to do any one thing as an author. Neither Tweet nor Tour.

Instead, figure out ways you will find joy in your book being out there, and in your great love of books in general. Things that will help you celebrate this shining accomplishment while connecting with those who want to share it.

To my mind, it doesn't matter what you do, it just matters that in today's increasingly crowded content space, you find something that allows your own voice to stand out.

Say you're an introvert and the idea of meeting crowds of people face-to-face sounds as draining as a bathtub. Online social media might be a great outlet for you. Or perhaps you have an author platform, such as being a doctor who writes medical thrillers, or a biotech expert who wrote a book about GMOs. Maybe you can find a listserv or organization that will appreciate hearing your wisdom. One good thing about having 1.4 million blogs out there is that one of them is sure to be interested in your topic. There are more reviewers today than back when a daily paper landed on the curb at every house in the United States. The net gives like-minded readers and writers ways to find each other virtually and face-to-face. There are more riches than we can ever spend, but that also means that there is more than enough to go around. It's just a matter of finding it.

Some will find Twitter the perfect medium for self-expression while for others the idea of boiling something meaningful down to 140 characters will be anathema. Some will love blogging, others will start a charitable cause connected to their book. Some might come give workshops at great writers' organizations, such as the one that's featuring this post.

Some might even take to the road for seven months.

And when you do--whatever you do--please come find me. I'll be one of the connections that you make.

Jenny Milchman is a suspense writer whose debut novel, Cover of Snow, was released by Ballantine in January 2013, and whose follow-up, Ruin Falls, will appear in April 2014. After making her home on the road for seven months, she has come to settle in upstate New York. For now. 

January Releases

Happy New Year!

 

The first of every month we feature releases from our Debut Authors Class. Please take a look and let’s celebrate their success!

 

 

 

Colby Marshall – Chain of Command (Stairway Press) January 8, 2013

www.colbymarshall.com

 

The road to the Oval Office is paved in blood…

The simultaneous assassinations of the President and Vice President catapults the Speaker of the House into the White House as the first female President of the United States. Evidence points to a former Navy SEAL as one of the assassins.

Relegated to writing sidebar stories instead of headlines, journalist McKenzie McClendon composes a scathing story about the Navy training killers.

Former Navy SEAL Noah Hutchins doesn’t believe his partner could have committed the heinous crime. They’d endured the horrors of Afghanistan together. His buddy was a hero, not a murderer.

 

No one who knows the truth is safe…

Thrown together in a search for the truth—and a career-making story—McKenzie and Noah must unravel a dangerous web of lies that includes a radical foreign faction, a violent ultra-feminist group, and corrupt politicians willing to kill to keep their secrets.

 

And an assassin who is still on the loose.

 

His next targets are already in his crosshairs…

 

 

 

Jenny Milchman - Cover of Snow (Ballantine) January 15, 2013

http://jennymilchman.com/cover-of-snow/

 

Waking up one wintry morning in her old farmhouse nestled in the Adirondack Mountains of New York, Nora Hamilton instantly knows that something is wrong. When her fog of sleep clears, she finds her world is suddenly, irretrievably shattered: Her husband, Brendan, has committed suicide.

The first few hours following Nora’s devastating discovery pass for her in a blur of numbness and disbelief. Then, a disturbing awareness slowly settles in: Brendan left no note and gave no indication that he was contemplating taking his own life. Why would a rock-solid police officer with unwavering affection for his wife, job, and quaint hometown suddenly choose to end it all? Having spent a lifetime avoiding hard truths, Nora must now start facing them.

Unraveling her late husband’s final days, Nora searches for an explanation—but finds a bewildering resistance from Brendan’s best friend and partner, his fellow police officers, and his brittle mother. It quickly becomes clear to Nora that she is asking questions no one wants to answer. For beneath the soft cover of snow lies a powerful conspiracy that will stop at nothing to keep its presence unknown ... and its darkest secrets hidden.
 

 

 

 

Lynne Raimondo – Dante’s Wood (Seventh Street Books) January 15, 2013

 

www.lynneraimondo.com

 

Psychiatrist Mark Angelotti knows that genes don’t lie. Or do they?

 

Back at work after a devastating illness, Mark believes he has put his past behind him when he is asked to examine Charlie Dickerson, a mentally handicapped teenager whose wealthy mother insists he is a victim of sexual abuse. Mark diagnoses a different reason for Charlie’s ills, but his prescription turns deadly when a teacher is murdered and Charlie confesses to the police.

 

Volunteering to testify on Charlie’s behalf, Mark’s worst fears are realized when paternity tests show the victim was pregnant with Charlie’s child. Now it’s up to Mark to prove Charlie’s innocence in a case where nothing is as first meets the eye.

 

Not even genes – Mark’s or Charlie’s – can be trusted to shine a light on the truth.

 

Sam Thomas – The Midwife's Tale: A Mystery (Minotaur/St. Martin's) January 2013

http://www.samthomasbooks.com/

It is 1644, and Parliament’s armies have risen against the King and laid siege to the city of York. Even as the city suffers at the rebels’ hands, midwife Bridget Hodgson becomes embroiled in a different sort of rebellion. One of Bridget’s friends, Esther Cooper, has been convicted of murdering her husband and sentenced to be burnt alive. Convinced that her friend is innocent, Bridget sets out to find the real killer.

Bridget joins forces with Martha Hawkins, a servant who’s far more skilled with a knife than any respectable woman ought to be. To save Esther from the stake, they must dodge rebel artillery, confront a murderous figure from Martha’s past, and capture a brutal killer who will stop at nothing to cover his tracks. The investigation takes Bridget and Martha from the homes of the city’s most powerful families to the alleyways of its poorest neighborhoods. As they delve into the life of Esther’s murdered husband, they discover that his ostentatious Puritanism hid a deeply sinister secret life, and that far too often tyranny and treason go hand in hand.

Can We Have a Moment, by Steve Piacente & Jenny Milchman

The Help has struck a fat, juicy, chord.

Kathryn Stockett seems accustomed to the idea, but points out that her novel was rejected 60 times by agents before she found one and was awarded a contract by publisher Amy Einhorn. Let’s go back, because the ignition sequence – that period that launches authors from inspired writing into creative marketing – is a witch’s brew of luck, timing, self-promotion, and several more mystery ingredients.

Today’s consumers have a limited amount of intellectual capital to expend each day. Most goes toward the essentials – things like the kids, the jobs, and the bills. Then there’s a small percentage left for leisure; think of it as discretionary intellectual capital.

This is when consumers may be open to suggestions about a good new book. Of course you’re also competing with movies, yoga, restaurants, and, jeez, other good books. How do you fight your way in when the competition already has the door blocked?

The challenge is not much different for self-published authors and those who land deals with a major house, like Jenny Milchman did. Jenny toiled for 11 years before selling her novel, Cover of Snow, to Ballantine.

When it arrives in stores in 2013 – despite the fine crafstmanship that defines the work – the odds are that it will not resonate like “The Help.” So how do you change the odds? (--Steve)

Can We Have an Hour?

Not an hour to present our books—our readers’ eyes would have long glazed over by then, of course.

But I use the word “hour” intentionally to suggest that what an author needs to do in terms of marketing requires lengthy hard work and what I think of as investment building. It takes hours—but most of these come in before you ask the reader for that one minute of his time.

“Permission marketing” is a whole different animal from cold calling. If someone comes to your door with vacuums for sale, that’s a cold call. If your mom’s best friend—who keeps the cleanest house in town—calls up to say she loves her Electrolux but is moving and would like to offer it to you at a good price, that’s permission marketing. You know this woman. And moreover, you trust her level of expertise and knowledge about her product. Just look at her rugs.

(Thank you, Seth Godin, for the concept of permission marketing).

If we translate this to the world of publishing, then a cold call is the 300^th Facebook announcement you get from someone you’ve never heard of announcing that his book is number 1,700 on the Amazon bestseller list of mysteries that feature a monkey sleuth.

While permission marketing would be when Steve Piacente, whom I know to be an intrepid explorer in the independent publishing landscape, suggests that I might like to read the book that started it all.

How do you get to permission status? How did Steve ensure that I knew his name so that he wouldn’t just be thumping on my door while I was trying to prepare dinner?

He blogged. He offered substantive content about what he’d learned, some of which might be of use to me and others. He commented on others’ blog posts so that I started seeing his name around, and realized that he had things of value to say. He put himself out there so that by the time he was marketing anything, I was already halfway to yes.

Does this change for an independent author versus someone like Kathryn Stockett, who had the whole Penguin publishing machine behind her debut? I’d say yes and no.

Kathryn was put on people’s radar by Penguin while the indie author has to put him or herself on the radar through efforts like Steve undertook. But once there, the author has to have something of substance to offer no matter what. Tips for creating a book cover or trailer. Reflections on whether big expenditures like Book EXPO really matter.

And of course, a great book.

One that, when they come calling, we already want to buy. (--Jenny)

Steve and Jenny would like to know what you think. If two well-written, engaging novels are released at the same time, what factors will make one succeed and the other fail?

* * *

Steve Piacente has been a professional writer since graduating from American University in 1976. In 2010, he self-published Bella (www.getbella.com). Steve started as a sportswriter at the Naples Daily News, switched to news at the Lakeland Ledger, and returned to D.C. in 1985 as Correspondent for the Tampa Tribune. In 1989, the native New Yorker moved to the Charleston Post & Courier. He is now deputy communications director at a federal agency in Washington, D.C., and teaches journalism classes at American University.

Jenny Milchman recently received an offer on her debut novel of literary suspense, after eleven years of trying to break in. COVER OF SNOW will be published by Ballantine in early 2013. Jenny teaches for New York Writers Workshop, and co-hosts the series, Writing Matters. Last year she founded Take Your Child to a Bookstore Day, a holiday that enlisted over 80 booksellers in thirty states, Canada, and England. This year the Day spread to Australia. She features international bestsellers, Edgar award winners, and independent authors in the Made It Moments forum on her blog. Her short fiction can be found in an e published volume called Lunch Reads and in the forthcoming anthology, ADIRONDACK MYSTERIES II. Please visit Jenny at http://suspenseyourdisbelief.com.

The Journey of 11 Years Begins With One Day by Jenny Milchman

Hello, The Thrill Begins readers! Thank you for stopping by to read. If you leave a comment, you will be entered to win a copy of my Kindle short story "The Very Old Man", which has been an Amazon bestseller in mystery anthologies.

Today I wanted to talk to you about my journey to publication—which took one day...and then another eleven years.

If I had known how long it would be, I might have stopped before I even got started. Or maybe I wouldn’t have. After all, I’d wanted to be a writer since before I could write.

Family lore has me dictating bedtime stories as a sleepy two year old to my mother.

At first it didn’t seem like it would take me very long at all. In fact, it even seemed like I might be one of those instant wonders! After all, I received not one but two offers from agents, one at an illustrious NYC agency, the other greener, but hungry and passionate, just months after I began querying.

Now I could sit back and wait for my novel to sell, right?

Questions like that call for only one answer: Wrong.

What I learned was that even the wisest, most experienced, and devoted agent doesn’t sell every project she or he takes on. (What percentage do they sell? I think this is a secret more closely guarded than whether women of a certain age have had work done).

I also learned that my writing—despite having a spark, a certain something, that attracted agents—had a long, long way to go.

It wasn’t just work on craft that enabled me finally to sell, although that must’ve been part of it, for surely I improved over the course of eight (count ’em) novels.

But other things came into play, and I’m listing three tips here, in case one or more is helpful to other emerging writers walking (sometimes plodding) along this road.

1. Pursue what I call para-writing activities. In my case, I began a literary series with events taking place at a local bookstore. I got to know writers, and I got to know booksellers, and many of these people became interested in my journey. It may not have helped me sell any faster, but it sure made the trip less lonely.

2. Join writing organizations that embrace emerging as well as published writers. I write literary suspense, and can recommend three that seemed to work particularly well. One is Mystery Writers of America, another is Backspace, and the third, of course, is International Thriller Writers. While you may have to have a contract or offer in hand to take advantage of some of these groups’ benefits, all offer conferences and events that are open to everyone. Which brings me to—

3. Attend writing conferences. You will learn from the panel discussions. You will commune (and sometimes commiserate) with other writers who are trying to get published. And you will meet authors who can give you faith that a) it will really happen and b) may even be able to help you. Some authors are kind enough to read a few pages of your work, offer his or her agent’s name, or simply tell you how they got their first break.

How did I finally get published? All of the above.

I attended a conference that led me to my third (and ultimately successful) agent. I had grown the writing series enough that I had editors’ names to give my agent. (Sometimes people don’t realize—certainly I didn’t eleven years ago—what a partnership the agent/author relationship is). And finally, I got to know a favorite, much admired author who ultimately agreed to read my unpublished manuscript, and in the end all but put it in her editor’s hands.

It may not be clear, when you’re taking that very first step, how your book—or even which book—will ultimately sell. But I can tell you that if you just keep walking, it will.

Bio:

Jenny Milchman is a suspense writer from New Jersey. She is the founder of the literary series Writing Matters, which draws authors and publishing professionals from both coasts to standing room only events at a local independent bookstore. In 2010 she created Take Your Child to a Bookstore Day, a holiday that went viral across the web, enlisting booksellers in 30 states, two Canadian provinces, and England. Jenny is the author of the short story "The Very Old Man", an Amazon bestseller in mystery anthologies. Another short story will be published in 2012 in a book called Adirondack Mysteries II. Her novel, a literary thriller called COVER OF SNOW, is forthcoming from Ballantine.

My various homes on the web:

http://www.jennymilchman.com

http://www.suspenseyourdisbelief.com

http://www.takeyourchildtoabookstore.org

Facebook: http://www.facebook.com/jennymilchman

Twitter: http://twitter.com/jennymilchman