How to set up a book tour by Trish Nicholson
A book tour is an excellent way for you to increase
the exposure of your book, to meet potential readers, and to make many useful
contacts for the future. It can also be fun. Even if you have a publisher, they
rarely offer their authors book tours these days, so here are some tips from my
own recent experience to help you create your own book tour whether you write
fiction or non-fiction.
Where
to tour: it’s not necessary to jet around the world – with a
little imagination a successful tour can be arranged within your own region. It’s
a good idea to boost your confidence by beginning the tour locally where you
are already known, and then extend your reach to new opportunities beyond your
comfort zone.
When
to start: a book tour is not something you can do entirely
alone. You need co-operation from others to host events, or provide venues and
local publicity. So begin planning well in advance: eight to twelve months
beforehand is not too soon to start looking for potential hosts and ‘partners’.
Many bookshops, festivals and interest groups set their programmes a year ahead.
Who
to contact: draw up a list of organisations likely to share an
interest in your book. Writers’ and readers’ groups, libraries and bookshops
are obvious, (although bookshops may not stock self-published titles, they are
likely to support a ‘local author’, so it is worth approaching them). But consider
wider possibilities. If you write for children or young adults, what about
schools, colleges, clubs and discos? Does the setting of your book suggest
particular locations, environments, historic sites? Think about where potential
readers hang out and to which interest groups they might belong.
What
to offer: based on your book, your skills and the
organisations on your list, decide what you can offer that would be of mutual
benefit. Readings and signings could be part of other activities such as an
author talk, a workshop, a competition, or demonstration. For a significant
activity, such as a workshop – or if you have to pay for a venue – you, or the
host, may need to charge, but as you would expect, events that are free attract
more interest. Some organisations offer a fee or a contribution towards travel,
others do not. Decide in advance how to handle costs (and retain all receipts,
they might be tax deductable).
How
to prepare: before contacting anyone, you will need
a brief author bio (50-100 words), a description of the activities you are
offering (specific to each interest group), and a synopsis of your book (150-200
words). Provide these when approaching potential hosts, but also send them to local
media for publicity, later. Make sure you have sufficient copies of your book to
sell during the tour. If your book is only in digital form, think about creating
alternative ‘physical products’ – a video, promotional bookmarks, postcards,
reading/study guides, or handouts.
How
to make contact: where possible, make an initial
approach in person and follow up in writing; otherwise, send emails or letters,
mentioning any mutual connections. It’s best to keep communications brief, and be
patient: voluntary groups especially can be slow to reply. Maintain careful
records of correspondence and, as people respond, build up a programme that is
workable for you. For example, if being away over night is a problem, allow for
this in your scheduling.
How
long to tour: this depends on your circumstances, but
a concentrated effort – several events within two or three weeks, for example –
is likely to create more word-of-mouth buzz and media attention. But be
realistic about what you can achieve. It is better to organise fewer events
than to inconvenience people with last minute cancellations.
What
to do after the tour: during the tour, it may seem as if a
surge wave is bowling you along, and it may leave you feeling beached once it
is over. Extend the benefits of your tour by talking and writing about it. Use
social media to thank your host organisations publicly, and share the events
more widely with blog posts or magazine articles. And of course, follow up on
contacts or promises you made during the tour.
A successful book tour requires effort and
resources. You may sell an encouraging number of books – people are more likely
to buy your book if they have met you – but it is not only about selling. It is
about your book being discovered, and the longer-term strengthening of your
‘author platform’.
Touring with your book can be a satisfying and rewarding
experience with many spin-offs for the future. Whether you want to consider a
book tour or other marketing methods, you will find many more promotion tips
for fiction as well as non-fiction, including how to write a bio, synopsis, and
press release, in Writing Your Nonfiction Book: the complete guide to becoming an author
Author bio: Trish Nicholson writes short stories and
narrative non-fiction on a range of subjects, including books on writing with
which she recently completed a successful book tour in the UK and Netherlands.
Trish lives in New Zealand and is a member of the NZ Society of Authors. You
can read more of her writing tips on her website:
http:www.trishnicholsonswordsinthetreehouse.com
Critique Service for Writers
Flash 500 Home Page: Flash Fiction, Humour Verse
and Novel Opening Chapter and Synopsis Competitions
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