The best part of book publishing is self-promotion (said no author, ever!)

Ten ways to turn a daunting prospect into an easier, enjoyable experience

Confession time: I’ve had some moments I’d rather forget when it comes to book promotion. In my early years as a published author I spent a lot of time unable to escape my own self-consciousness at the fact I was trying to sell something – in fact, not just ‘something’, but a story I’d poured my whole heart into, and now had the audacity to think people might pay for! I know I’m not alone: for many of us there’s a natural cringe and ick factor in self-promotion and book promotion (and you need to be doing a bit of both during a book launch). There have been times when I would have preferred an enema followed by a root canal to a day spent harassing obviously harried booksellers for two minutes of their time, all so I could spruik my novel in a few over-rehearsed sentences. In fact, one of my worst moments happened when, while feeling super self-conscious about the explicit expectations of my publicist, we ventured into a well-known Sydney bookshop and I just went into auto-spiel. I watched the booksellers have a physical reaction to me: tensing up and tightening their jaws, one of them giving an audible sigh as she backed away!

I don’t tell you this now because I’m proud of it – although I have to say my most excruciating moments in the (sometimes strange) world of writing and publishing can become excellent stories down the track. And nor do I think others always make it easy on us – far from it! However, I know from wretched experience that when we start to approach the whole book promotion period as though it’s something to be endured, we are doing ourselves, our books, the industry and our readers a disservice.

I’d like to tell you I’m an expert at promotion now, but, in truth, even though I improve a little bit each time I publish a book, I’ve still got a long way to go. However, what I’m very sure of is the mindset I should be aiming for, so here are my top ten tips, cultivated from fifteen years of publishing my books with Big Five publishers (and these all come in handy when trying to sell your book too):

1.       Lean in to the process and back yourself.

It’s really easy to let everyone else in the industry tell you what to do and when you should do it. If you listen for a while you’ll realise that everyone has a lot of opinions. There’s no harm in keeping an open mind, but this is all advice, not rules, and no one is in exactly the same situation or writing the same books as you are. One size does not fit all in book promotion or regarding your choices about your social media presence. Therefore, every time you do any kind of book promotion, remind yourself why you’re doing it and what you want to get out of it. This includes doing things your publisher isn’t keen on you doing; or not doing something they’d really like you to do. There are endless opportunities to work on putting your book in front of people, so it’s important to be mindful and targeted in your approach, otherwise you’ll end up doing too many things, being led by everyone else’s expectations and priorities, and you won’t leave enough time for your first love: writing.

2.       Do your homework.

Whenever possible, take the time to know who you’re talking to – whether it be a radio presenter, bookseller, event organiser, or the group of people coming to one of your events. And while a well-rehearsed book pitch can sound a bit salesy, always have something prepared that you can resort to, and get clear on the core themes of your book. Being able to talk about comparable authors also really helps other people to quickly know what kind of book you’ve written.

3.       Remember: you can be assertive and have expectations of others too.

The promotion period can make you feel beholden to everyone, and you’ll often find yourself doing things on the fly and having to go with the flow of whatever’s happening. However, it’s entirely reasonable to have fair expectations of others too: for example, getting information about schedules, and being treated with politeness and respect. Therefore, if you need information beforehand to make an event or an interview go well, don’t be afraid to ask for it rather than waiting for others to get back to you. And take responsibility for having a checklist of whatever you might need.

4.       Don’t let your ego take over.

Remember that your ego is just as good at making you feel small as it is at bigging you up. Stepping away from it is just a matter of reminding yourself, in moments of self-doubt, that everyone feels like this at times, even those who appear super composed and confident. Your inner critic is there for a reason, trying to warn you and keep you safe, but you don’t always have to listen to it.

5.       Don’t get caught up in what goes wrong. Use the experience to help you.

One of my most excruciating moments was not about my book at all, but when I repeatedly got the name of a book slightly wrong in a speech at another author’s launch. Should I stop supporting other authors? Nope. Will I work harder in future to ensure that I double check what I’ve written. Damn right I will. And will I give myself a gentle reminder that I did my best at the time, and that life was a bit fraught around then, so I can understand why I got muddled. Yep, that too. It’s okay to make mistakes, even public ones, and owning them is much better than letting them decimate your confidence. Easier said than done at times, but important.

6.       Some people don’t care about or want to read your book. Don’t take it personally.

In every group you talk to there will be people who are doing their job rather than interested in your work. Interviewers may not have sought you out because of personal enthusiasm. Booksellers may not love your genre. At events, there are always a few attendees who have been dragged along by their spouses and spend the whole time looking bored. Don’t take these things personally, because these people are not the ones you’re looking to connect with – but also don’t forget that if you speak passionately enough you might just convert them!

7.       Remember why you wrote the book.

What was it that fired you up enough to spend all that time writing all those words? Remind yourself frequently, and channel that energy and focus into talking about your book. You won’t have to concern yourself with too many sales pitches if you can get people to feel and share your passion and enthusiasm for your topic.

8.       Don’t worry about repeating yourself.

If you go to enough author events you’ll realise that most authors have a ‘tool bag’ of stories that they repeat over and over again. You don’t have to reinvent the wheel every time you want to promote a book. So fill your bag with your best stories, keep them on hand, and then go with the flow of conversation.

9.       Wherever possible, schedule your downtime.

I cannot stress this enough. Whatever you’ve planned and scheduled is what tends to happen – so don’t just schedule your work, as there is no natural life-work balance in a writing career. Repeat: there is no natural life-work balance in a writing career. You have to manage your wellbeing and prioritise it.

10.   Make it fun!

Life is seriously too short for an excess of solemnity, my friends. One of the best ways to connect with people is through having a good ol’ laugh together – if people see you’re having fun and not taking yourself too seriously, they’ll relax and enjoy their time with you. My family will tell you that I am usually the daftest person at home, but out on a book tour I easily get all shy and in my head. Sometimes, however, I remember to drop that self-consciousness and have fun, and when I do it’s always a great day. (Kamala Harris is working on a ‘let’s have fun’ approach in the US election race, and I love it!). And always remember that your audience is on your side: they want you to relax and enjoy yourself as much as you do.

I hope this helps you to embrace the promotion process – or any process that requires you to put yourself out there! Get out of your PJs, out of your house, out of your comfort zone, and into the territory of other readers and like-minded souls. Listen as much as you speak. Don’t expect perfection, instead be kind to yourself when you get it wrong or have a bad day. You’ll also be rewarded by meeting other super friendly authors who understand every bit of this challenge, and there’s nothing like hanging out in a group where you’re not the only strange loner who spends all day talking to imaginary friends and foes. This promotion lark might appear hectic and daunting at first, but it’s also a fabulous opportunity for you to grow in confidence, champion your ideas, celebrate your achievements, and find and embrace your tribe.