book promotion |

For most writers, Conventions and Author Appearances are of huge importance for both selling books and networking with industry professionals. Although Conventions and events can occur year round, you may not be able or willing to travel the entire year. Whatever the case, it’s never too early to start identifying Cons and planning for the coming year. If you’ve never done it, approaching and identifying potential Cons for author appearances might be daunting. Here’s some tips I’ve used which have helped me succeed at planning a Con schedule:

1) Identify The Priority Cons First– Con lists are everywhere. You can find them in the backs of zines like Asimov’s and Analog. You can search the web for places like upcomingcons.com/science–fiction–conventions or en.wikipedia.org/wiki/List_of_science_fiction_conventions or by city and state or region. Once you have a list though, the first step is to identify the Cons you want to hit and the Cons you need to hit. What determines your need? Why are you going? If you’re going to promote yourself and your work, you should look at the themes of the Cons, the past locations, and past attendance. Since many conventions cater to returning fans, try and identify cons which cater to those sharing interest in the types of genres and books you write. Are authors similar to yourself going? How many? You don’t want to many, but there can also be advantages to not being the only one. Do they focus on media guests? Literature guests? or a combination? Is the theme something you can speak to on panels or at your reading? Is the Con well attended? Unless you’re just trying to get your feet wet and need a low profile place to do your first reading and panel, you want Cons large enough to expose you to lots of people. Not too big, if you’re small. You don’t want to be lost in the shuffle, but big enough that you can get the word out to a decent spectrum.

Once you’ve identified the Cons you want to prioritize, check the locations. Look at things like the cost, who’s coming, the hotel, travel arrangements, dealers, etc. Then decide if the expenses and difficulties getting there are worth it or not. I always google the Con hotel and search for nearby hotels to see if there are cheaper options. After all, Cons are expensive and often thrown in the most expensive hotels. Yes, it’s fun to stay in those hotels, but unless your publisher is paying for it, consider whether you can reasonably hope to recoup your costs. If you pay for a membership, which many Cons require, housing, food, and travel, it can add up to several hundred dollars quick. Will you sell enough product to pay for that? I doubt it. There’s also product cost, too.

2) Contact Programming–Panels are a key opportunity to see and be seen as well as prove your value to readers and fellow professionals in a way that doesn’t involve self-praise or pushy sales tactics. I usually consider programming as I determine which Cons to put on my list for the following year. Contact Programming early on and find out if they would promote you as a guest. Do they offer discounts for participants? Can you be on panels or do a reading? Is there any interest? Knowing this may help you narrow down your list to the final choices.

Once you’ve identified the Cons you want to attend, be sure and contact programming. There’s usually a link or email address on the website. Send your bio and tell them which books/products you’d promote. Offer panel suggestions and ask to do a reading. Be sure and consider their theme when suggesting panels. I have never had anyone turn me away. Most are very happy to have another creative professional headed their way. And they are more than happy to have volunteers to up the value of programming. [NOTE: If you’re nervous about panels, here’s 12 Tips For Preparing For Author Panels. I really find them quite fun, especially when other authors participate.]

3) Find A Dealer–If the Con’s website lists dealer attendees, try and find one to carry your books if you come. Paying for your own dealer table can be expensive and, more than that, can keep you from promoting yourself by locking you down at a table for the whole Con. Unless you’re an expert salesman, you’ll want to promote yourself in subtler ways: doing panels, doing a reading, schmoozing and hanging with fans. Standing by a table trying to start a conversation with anyone who passes can make for a long weekend. Especially if you want to enjoy the Con while you’re there, this is not always the best option. Unless you have someone who can go along to man the table when you’re out, and especially if you have only a few books or items to sell, finding another dealer who will take a cut to sell your stuff on consignment is really the best way to get product out there. You can help bring people to their table and they get attention from having attendee’s books on their table. It’s often a win-win. I usually encourage people to buy from the dealer even at my readings, etc. And if I do sell books elsewhere in the Con, I give the dealer a cut. Unless they’ve already sold enough of my product that they’ll feel justified in helping me out. Fair is fair. You are taking space they could have used for other merchandise so be sure and do your best to make it worth their while by not just verbal thanks but letting them show some profit from the enterprise.

If the Con site does not list dealers, you can track them down. Some Con dealer reps will offer to put you in touch, but some won’t. You can search dealers and their appearance calendars, or, better yet, contact people you know who have attended the Con and might remember who was there.

4) Cutting Down Expenses– Many Cons offer discounts for members of professional groups like SFWA. Be sure and ask. Discounts can be given for those who participate in a certain number of panels or do readings. You can also get discounts if you’re a dealer, etc. It’s good and perfectly acceptable to ask questions and explore all the options. Some Cons will pay for your housing and meals, but usually that only applies to those on the invited guest lists or billed as headliners. There are other ways to cut costs: hotels usually occur in clusters. Check neighboring hotels for cheaper rates. You can often get a deal and still be near enough to stay up late and party withotu needing to drive or pay a cabbie. Visit the Con’s site and FB page and post about needing a roommate. Sharing a room is a great way to cut costs. I even offered to guard the dealer room at a Con and was invited to sleep in that room for free. You can also map out restaurant options. Does the hotel have in-room fridges or kitchens? Microwaves? This can help with cost savings too. You can pack cereal, snacks, popcorn, etc. to use as fillers between meals and cut down on your appetite. You can also find nearby places with much better prices than an in-hotel restaurant. Explore your options.

Another option is car pooling. With airfares on the increase, finding Cons within driving distance can be a real advantage, particularly if you plan to stay offsite for cheaper lodging. No need to worry about transportation when you’re there, and no need for luggage fees or concerns when hauling product. You can also bring a microwave and food or a mini-fridge if you want. In the end, since it’s a business write off on taxes, paying for gas can wind up being a cheaper, more practical option. Even better, if other people want to go, you can ride together. Sharing driving time and expenses can make it even more affordable. Lots of people like to hit as many local Cons as they can. Often they need a ride or prefer to carpool for the same reason. It may even be you catching a ride with someone else.

5) List Your Appearances On Your Website–My Con schedule is listed on the Appearances page on my website. I list the date, time, location, Con name and link to the website. I also list if I am going to be a pro guest or just showing up on my own. That way people know whether to look for me on panels, etc. As I get a schedule for the Con, I do blog entries listing my schedule, panels and outlining my plans. I mention other guests and link to their websites if I can and I encourage people to come. If I know of discounts, cheaper hotels, etc., I mention that, too. The more people who come out to see you, the more value you are to the Con and the more product you move. It’s better for everyone.

Anyway, that’s how go about planning my author Con schedule. I try and vary the locations of Cons when I can to try out Cons I’m unfamiliar with and meet new people. Once I’ve been at this a few more years, I’ll likely identify a few Cons I want to attend regularly while switching up others. But in any case, I hope these tips give you ideas and assist in making the process simpler and more pleasant for you. How do you plan your Con schedule? If you have tips I didn’t mention, we’d love to have you share in comments. For what it’s worth…

Bryan Thomas Schmidt is the author of the space opera novels The Worker Prince, a Barnes & Noble Book Clubs Year’s Best SF Releases of 2011 Honorable Mention, andThe Returning, the collection The North Star Serial, Part 1, and has several short stories featured in anthologies and magazines. His children’s book 102 More Hilarious Dinosaur Jokes For Kids from Delabarre Publishing along with the anthology Space Battles: Full Throttle Space Tales #6 which he edited for Flying Pen Press, headlined by Mike Resnick. As a freelance editor, he’s edited a novels and nonfiction. He’s also the host of Science Fiction and Fantasy Writer’s Chat every Wednesday at 9 pm EST on Twitter, where he interviews people like Mike Resnick, AC Crispin, Kevin J. Anderson and Kristine Kathryn Rusch. A frequent contributor to Adventures In SF Publishing, Grasping For The Wind and SFSignal, he can be found online as @BryanThomasS on Twitter or via his website. Bryan is an affiliate member of the SFWA.

19 5-star & 4-star reviews THE WORKER PRINCE $4.99 Kindle http://amzn.to/pnxaNm or Nook http://bit.ly/ni9OFh $14.99 tpb http://bit.ly/qIJCkS.

Okay, I know. It sounds crazy to some of you already. Preparing for a book blog tour when my book’s not even done? Insane! Arrogant! A distraction I don’t need! But wait. Let me explain please.

Book Blog Tours are a great way to promote your book. I had 32 stops on my book blog tour, stretching from interviews to podcasts, to short story prequels, to dialogues, to excerpts, and more, and I can tell you it’s hard work. It takes a lot of time to prepare so many posts, even if all you’re doing is answering someone’s interview questions. And here’s the thing. Your blog tour posts are supposed to be unique, interesting and keep people coming back daily for the next one. And they should relate to you and your book in some way.

Do I have to tell you it’s easy to run out of ideas?

When you’re writing your book, however, there’s often nothing you’re thinking about more. You’re always analyzing what you’re writing, why, how, etc. It’s the perfect time to capture this process in little snippets you can use later for those book tour blog posts. I am not talking about writing whole blog posts necessarily, although let the muse lead where he/she will, okay? But what if you jot down a paragraph or two of the various craft processes you’re going through as you go through them to give you something to build a blog post around later?

Seriously.

I do 18-20 blog posts a month. Two a week for this blog, at a minimum, and 1-2 for sffwrtcht’s blog. Then I do the other 10 for guest posts on other blogs. I have 4 a month for Grasping For The Wind as a column. I do one a month for SFSignal. That makes 15. So I do 4-5 others for other blogs. Yes, it’s time consuming. Yes, it’s a lot of work. Yes, it’s worth it. The result is that my name and my book’s name are never far from people’s minds. I may not reach the same audience every week, but I’m out there and name recognition of me and my book is growing daily. It’s so important to book sales, not just of the present book but future ones, too.

Doing all of this, as I think about my next blog tours which will be next Spring and Summer, I get overwhelmed. How in the world will I continue all this posting and write 31 more blog posts?

And here you are thinking, I’m fine. I don’t have all those commitments, Bryan. So I don’t need to worry about it.

But the catch is, since most books are written a year or even longer before they actually hit shelves, your blog tour posts will be written 12-18 months after you’re done writing the book. You will have moved on to something else. Your thought processes on writing THAT book will be dominant and remembering what you thought when writing the PRIOR book will be frustrating and difficult at times.

But not if you have little thoughtful notes written during the writing of the book to capture your frame of thought at the time, jolt your memory and help you frame blog posts.

Do you see what I’m getting at? And we’re talking something that takes less than 5 minutes for most of us. It doesn’t have to be polished or even formal. Just stream of thought and you’re done. You fix it later when you make the post.

Does anyone not see how helpful this could be?

As the world of publishing continues to change, writers become more and more responsible for our own publicity and marketing. And PR/marketing is something people do for a living. That means it’ll be almost a full time job for authors as well. If you’re not a full time author, or even if you are, you have a lot going on already. Making time for all this marketing is a push. Some people can’t do it well. Some don’t even try. And they’re missing out on a great opportunity as a result.

My suggestion is to help yourself by setting yourself up with some possible prompts as you go. It will not only make things easier, your blog posts will be richer. You’ll capture the feeling and thoughts behind your book and readers will be fascinated. The result will be a better blog tour and more interest for everyone, including you. Writing a book is a big accomplishment. Going back to it can be very encouraging for you, not only in reliving the experience as an accomplishment but in seeing how far you’ve come.

Readers always want insight on their favorite author’s writing processes and lives as books come out. So do fellow writers. And the more personally meaningful and detailed a blog post is, as far as giving real insight, the better it tends to be received. So preparing for your book blog tour as you write the book itself can make a lot of sense and save a lot of later stress. It shouldn’t get in the way of the writing itself, of course. But it can be a valuable part of the analysis you’re already doing as you write. It isn’t a distraction if you are just documenting what’s already going on in your head.

And it’s not arrogant. You’re not blowing your own horn. You’re explaining why you do what you do. Leave it up to others to decide if you did it all wrong or if it’s of any quality or other value. Those are not things you can worry about. You can only do the best you can.

So there’s a write tip I hope gives you something to think about. You can prepare for marketing your book even as you write it. And that can be a real blessing. For what it’s worth…

Bryan Thomas Schmidt is the author of the space opera novel The Worker Prince, the collection The North Star Serial, and has several short stories forthcoming in anthologies and magazines. His second novel, The Returning, is forthcoming from Diminished Media Group in 2012. He’s also the host of Science Fiction and Fantasy Writer’s Chatevery Wednesday at 9 pm EST on Twitter, where he interviews people like Mike Resnick, AC Crispin, Kevin J. Anderson and Kristine Kathryn Rusch. He can be found online as @BryanThomasS on Twitter or via his website. Excerpts from The Worker Prince can be found on his blog.