How to Keep the Buzz Going Long After the Book is Out

The idea and content from this post come from my friend Kathy Gehrt, a savvy book author and excellent marketer. Check out her book Discover Cooking with Lavender, visit her website and read her blog posts to learn more about this amazing purple flower.

Here are her tips for following up on published article or interviews that can generate publicity for your book.

1. Comment on the article or story online.

2. Post a link on social media such as Twitter, Facebook, Linkedin and other social media networks.

3. Stimulate a dialogue with people in your community about something in the article.

4. Write a blog about the interview.

5. Provide new information about the topic.

6. Email the article to people in your community who might be interested in it.

And if I may add this one:

7. Offer to post a guest blog about the topic or article.

Here's to smooth marketing and keeping the buzz alive, until next time dear writers and authors.

Tips for Presentations: Make an Event Checklist

One of my goals this year is to cut wasteful spending (sound familiar?), and those cuts include book promotion. I don't do many "free" events like I did last year for my book, where I end up spending big bucks on hotels or drive all day to get there. I have a set price for a fairly simple demo event that's under 100 miles away and if I'm really interested in the venue. If the the event is under 10 miles away, I'll do it free of charge, with the requirement that I sell my own books.

Recently I agreed to do an event at the Slow Roots Food and Music Festival and I had agreed to do the event before going over details. It's a learning experience, I know, and in the early days that followed, I ferreted out details from the hosts. As I requested items, including a fee, my friend Kathy Gehrt suggested writing a post on an event checklist.

So here's one of those useful tip posts to help navigate the waters of event ambiguity.

Here are five tips for your event checklist:

1. Ask a lot of questions

• Who (is your contact? Get email, phone, best time for contact?)
• What (lecture, talk, demo, class, how long, what is the line-up?)
• Where (how far, parking, unloading, general set-up--inside, outside)
• When (when are the biggest crowds most likely? check calendar, write it down)
• How (many other presenters?)

2. Check the organization's web page. Try and imagine that you are at the event. Make a list of things the presenter needs to do to meet your needs. For example--at the Slow Roots Festival I need a two burner set-up, a handwashing station and an assistant.

3. Mention fees long before the event; have a handy list of what you charge.

4. Know the things that are most important for your event.

• Projector
• Stove, burners, kitchen equipment, assistants
• Props and books for show and tell presentation
• Parking arrangements at the event, unloading, prep time and place

5. Make a list of what you need early on. That way, if you need additional items from the hosts, you can ask well before the event and you can be more relaxed the day of the event because you took the time to get organized early.

The less ambiguity and murky details you can clear away before the event, the smoother your presentation will go.

Catch and Release Books at Book Crossing

Book Crossing is an amazing ocean of books circulating through the jet stream of readers around the world who log-in with the book's journey and a book's travel adventures can take on a life of their own.

I'd wanted to join Book Crossing for a long time, but I couldn't quite reconcile how an author can generate sales through participating in the site. A few years ago Penny Sanseveri mentioned that she too had released her new books into book crossing, and said it was good marketing, but I wasn't exactly sold on how sending books into book crossing worked as a marketing strategy.

I mulled it over in my mind about sending books on a journey, but what really got me to investigate the site was this blog that I've been working on with a friend where we promote free things--sidewalk art, things found in gutters, free sofas, etc.

Book Crossing seemed to be a fun site to promote. So I decided to register my two books for release.

Like a message in a bottle; maybe someone will get it and log on but maybe not.

I picked a release place, date and time--two different coffee shops in Edmonds. And after ordering coffee and taking an out-of-the-way table, I set the books free. In Tully's, the ower or "Jim" was two steps ahead of me. He left a box full of books labeled "Jim's Book Corner" with the take a book leave a book concept. Who knew, coffee houses are now becoming lending libraries for used books.

The odd part about this experience was that I felt a like a shoplifter or their as I left the coffee shops. How funny that leaving something pushes the same buttons as stealing something.

As far as a marketing strategy the only way I can see that it helping authors market their books is to shout out where you released your books, like a giveaway-- on FaceBook, Twitter, blog and newsletter. That way you promote book crossing and your book--a win-win. Otherwise you're just releasing without any idea of who might pick up the book. Which is what I did, because like many other people, I often get caught up in the details and miss the big picture. (I can always go for a second release, and that may happen soon.)

One thing about book crossing is it's an honor system. You hope a fellow bookcrosser may pick up the book, or at least someone curious enough to log on and tell a story. I didn't think much about those details--checking the time and place then sending the babies off. But do think ahead because it's your child's future. And you should probably also tell your journey as a writer on the book crossing site to go along with the book. Just a few tidbits of wisdom learned after the fact, before you log in and join the crowd.

I can't say whether this Russian roulette method of book marketing will make a ripple let alone a spalsh, but the fun thing is,I get optimistic that my book will go far. Kind of like this design blog with pets-on-furniture Mondays that I sent my dogs picture to . You have to let the book go on an act of faith, hoping that somehow it will reach the right readers and inspire them.

Here are a few reviews if you want to check them out before sending your book into the stream of book crossing readers. Even if you don't think the publicity angle won't pan out, joining book crossing is a ticket to fun.

And who knows, it may just be the perfect cup of tea to feed your soul and begin a new journey.

From Platform to Book

"Do you need to build a platform?" asks Kelly James-Enger in an article in the August edition of The Writer.

A platform is about what you bring to the publisher, and Enger says it's as essential as writing ability when it comes to writing for a living. A platform is your ability to reach your book buying audience, your influence as an expert and all the connections you bring to a book project. Publishers want to know that you can write a book and more importantly that you can sell product, a fact that many authors gloss over or don't really think about.

The problem with building a platform is it's as much work as building a house and it doesn't stop after your book is published. Find your crowd and be an expert, but don't come off as preachy or have a money-grubbing buy this book approach. Join communities, help others by providing useful content that pays dividends and can increase over time.

If you don't like selling products, even your own, you must read 5 Steps to Building a Platform when you hate selling yourself.

The ideas is to become a well-liked expert. Here are 5 tips to the road to success:

1. Pick a venue like Facebook or twitter and start sharing information and making thoughtful comments. It's not about your or your book but contributing to the community.

2. Set yourself apart from other people with similar platforms without being competitive. Copyblogger recently had a great post about beating online-obscurity. I liked his idea of promoting other people to promote yourself and following

3. Start commenting, but leave the "that's fabulous" or "sounds delicious" comments to a minimum. It's a waste of time to leave trite comments and who really cares that you're going to make that recipe right away? Instead why not actually read through the post and make a relevant comment. And when someone comments on your blog, remember not many comments are random, most come from bloggers who also want their blog read. It's common courtesy to look at the link and check out the commenter's blog. At the very least acknowledge and answer questions raised.

4. Practice content marketing and share news items and information your readers can actually use. Food bloggers share recipes. Interior Design blogs like this one and this one do it with cool photos, enticing people with dream homes, rooms and furniture. Who doesn't want to live like that? Everyone has their content antennas on high alert with their WIIFM (what's in it for me) factor.

5. Remember the lost art of saying "Thank you." Cultivating relationships, adding value to other people's lives--that's what internet marketing is all about according to Gary Vaynerchuk in the Thank You Economy. Retweeting, saying thank you on FaceBook walls and generally personalizing the way you do business. In other words, do unto others. Social networking is a cooperative framework for building a platform, sharing information and online book selling.

Now all you have to do is put in farmer's hours to get the results you want. Now where did I put my hoe . . .

Selling Books at Nontraditional Book Venues

One of the best things about writing a book is the journey it invites you on. New doors open, new opportunities appear, and new friends sprout up along the way.

Perfect bookstore events, where you get great attendance and sell loads of books are sometimes hard to come by, so last summer I bought Penny Sanseveri's Red Hot Internet Publicity. When I bought the book, I signed up for the newsletter 52 Ways to Sell More Books. Penny is generous with her promotional tips. One by one the tips arrived and tip #37 arrived just a few days ago. The tip was about doing book signings in unique venues and going beyond bookstores for book sales.

This tip reminded me of a similar post I wrote last year.

My writing group friends are great examples of these events.

• Sheila Kelly, author of Gold: An Alaska Saga of Riches and Ruin, has been making waves at mining association events.

• Kathy Gehrt, who wrote Discover Cooking with Lavender, does cooking demos at Lavender Festivals like the two festivals coming up in a few weeks in Sequim, Washington.

• Elsie Hulsizer author of two sailing books, the most recent Glaciers, Beans, and Totems: Sailing in Search of the Real Southeast Alaska, has been presenting slide shows of her journey at yacht clubs in British Columbia and Washington.

I've done cooking demos at markets, slide presentations at local churches and this weekend, I'm participating in a Farm-to-Fork dinner at Whispering Winds Farm. Sixty people have already reserved tickets for this farm-cooked meal, a farm tour, a chance to win door prizes (which I must say are amazing) and the best part for me?

Meeting the people who grow our food in the Northwest. If you're going you'll love farmers Char and Doug Byde, Char always makes me laugh. I'll have my own table at the event, but what I'm really looking forward to besides Each step of my so called book promotion, even in this second year, takes me deeper into farms and food, my platform and the growing audience for local foods.

In tip #37 Sanseveri says think "video stores, electronic stores, grocery stores, restaurants, coffee shops and even Hallmark stores." I once saw an advertised book signing at Ivars Restaruant at Mulkito Landing while I waited in line for the ferry. Who would think Ivars could host a book signing? Book publishing and promoting today--times are certainly changing.

Instead of lamenting the difficulty of successful bookstore gigs, go beyond the bookstore and let no possibility of possible promotion escape you.

The Seven Elements of Story

The power of personal narrative can catapult book sales and compel people flock to your blog with each post. Just check out the comment section at Pioneer Woman or Orangette, if you don't believe me. Even Michael Pollan discussed high end organic food narratives at Whole Foods in his best selling book The Omnivore's Dilemma a few years ago.

I mentioned the power of story when I wrote about serving up stories and Phillip Margolin, a master of suspense novels and one of the most entertaining authors I've ever heard. And he's the only author I've seen who never really mentioned his recent book(sitting on display close by.) But he told the most fascinating narrative about his own journey and with such enthusiasm, I felt like I knew him. I had to get his book, and now I'm now a big fan.

The problem with story is many writing coaches stress the power of it, but few discuss it's basic elements. As a result bloggers and free lance writers often tell only half stories or anecdotes or scenes leaving readers only partially satisfied like a bad meal.

Many people suggest reading Joseph Campbell's The Hero with a Thousand Faces, but if you just want the Cliff Notes edition because you want to write a compelling blog post or a short story, here are the seven elements I learned one year from a screenwriter at Write On the Sound, a writers' conference in Edmonds, Washington.

1. Once upon a time . . .

2. And everyday . . .

3. Until one day . . .

4. And because of this . . .

5. And because of this . . .

6. Until finally . . .

7. And ever since that day . . .

This is the bare bones structure your story should have. Use it as your cheat sheet to see if you've actually told a story and let me know how it the story ends.

Kathy Gehrt on the Magic of Lavender and the Opportunities of Self Publishing

I first met Kathy Gehrt in Roberta Cruger's writing group in 2005. The group met every Tuesday evening in the old Carnigie Library in Ballard, Washington. Kathy was writing about lavender then and she brought in essays and recipes to share each week. Eventually she decided to go with self publishing. After she went through the process of getting photos and putting her cookbook together, she published it last year. It's been amazing watching her connect with lavender growers and I've learned a lot with my front row seat watching Kathy's niche market book grow and blossom.

I've wanted to learn some of Kathy's secrets for some time. It's my pleasure to share them with you.

1. How did you decide to write about lavender?
I'd been searching for a topic, when my friend suggested lavender. At first I thought it was a crazy idea. The next day, "Sunset Magazine" grabbed my attention. The cover featured lavender--tips for growing along with recipes such as berry crisp with lavender. I was intrigued. The more I learned about lavender, the more convinced I became and I eventually wanted to write a book on the topic.

2. Why did you choose to self publish? What are the benefits and challenges of self-publishing?

I choose to self publish for two reasons:

• Content control: I wanted to select the recipes, the format, the photography and the design.

• Business/financial: I believed in my book concept completely and I was willing to invest in it, and I wanted to reap the rewards.

The benefits include editorial control and timing.

The challenges include the financial investment, plus lots of decisions and hard work.

3. Since your book has been out for a year now, what keeps you motivated?

• Connecting with people who enjoy good food, vivid fresh flavor and healthy eating keeps me excited about sharing my recipes.

• Meeting lavender growers throughout the world. This past weekend I demonstrated "Latin Lavender Salsa" and "Lavender-Infused Fruit Saute" at Willakenzie Lavender, Helvetia Lavender and Barn Owl Nursery--fantastic farms in western Oregon.

4. What has been your biggest surprise about the book?

How quickly my book Discover Cooking with Lavender found its following. Foodies, lavender lovers, farmers' market shoppers, wineries and spas seem to love my book. I've also been surprised by how much fun I've had meeting people who enjoy fresh and flavorful food. I also learned that self publishing is easier than I'd imagined.

5. Can you give me five tips for marketing your book in a niche market?

• Identify your potential readers. Be specific regarding gender, age, interests and values.

• Find out where they shop what they read and topics they follow.

• Reach out to shops, online stores and publications that serve your readers. Find out if you can do a demonstration and if they want to carry your book.

• Establish and maintain a dialogue or conversation with your readers using Facebook, Twitter, your blog and newsletter.

• Promote your book and look for opportunities to tell readers about what they will discover by reading your book.

Kathy is persuing the art of story telling these days. You can read her engaging stories about lavender growers on her blog.

If you want more about lavender, check out lavender musings on my other blog.

This a blueberry-lavender cooler from Kathy's book--a treasure that will make you fall in love with lavender for all the right reasons.