Writer, editor…and sales and marketing team?

While the age old advice ‘The best way to promote your book is to write a new one” is still true (so I’m told), nowadays, even traditionally published writers are expected to market, promote and sell their own books. Gone are the days of the publishers doing everything.

This is not something I thought about, or knew, before the Writers of the Future workshops. The thought of going out into the world to promote myself and my stories was (and still is) daunting, to say the least. Luckily, I received a masterclass from industry pros as to how they go about out it.

Be natural, not pushy

I’m not a salesperson and I don’t think I could sell a fire extinguisher to a bloke whose leg is on fire. The same is true for “acquiring” new readers through marketing. Thankfully, during the WOTF workshops, I witnessed first hand how some of the writing pros market their work effectively and without being pushy. 

Before starting their workshop sessions, Kevin J. Anderson, Eric James Stone and Martin L. Shoemaker all greeted us in turn and handed out a free copy of some of their books. I cannot get enough books—they are the only thing on my Christmas/birthday wish lists—so this was awesome. And, perfect timing for me (as if there’s never a perfect time for free books).

I spent my 11 hour flight back to the UK happily reading Eric’s collection of short stories, Rejiggering the Thingamajig (which includes his Nebula winning story, That Leviathan, Whom Thou Hast Made). Prior to Hollywood, I had read Martin’s Nebula-nominated story, Today I am Paul, which is in the same universe as the book he gave me, Today I Am Carey, so I’m looking forward to getting stuck into that.

Always look for opportunities

A perfect example of thinking of writing as a business is the story behind the books Kevin gave us. He told us how he had being commissioned to write novels to accompany the X-Files movie—wait, what X-Files movie, you ask? Exactly. He wrote a couple of books but the movie was scrapped and the books, with reference to the X-Files movie on their covers, were due to be pulped. However, his wife, Rebecca Moesta—also a writer and WOTF judge too, a real power couple—suggested they buy all the books (offered to them at a crazy low price as they were due to be pulped). Kevin signed them all and now hands them out as business cards. Genius.

It gets even better (for me). I was sat next to T.R. Naus and he turned to me and asked if I’d mind swapping books, saying, “I’ve already read this one and I really enjoyed it.” So I got a free book (Ground Zero) and a word of mouth recommendation about it too. That’s just one of many incidents of that investment paying off for Kevin, I’m sure, but it really showed me the value in always looking for opportunities to market your work.

Create a network of readers

Todd McCaffrey gave us an excellent session on how to engage readers and get them on board with you. He handed all of us a tote bag with a QR code on the side to download one of his stories for free (The Jupiter Game). To download the book, you must sign up to his newsletter. Why not? I mean, the guy’s a New York Times bestselling author and he’s offering you a free book. Some people won’t, but many will. And to those that do and enjoy it, they’re likely to stay subscribed. And by being able to directly access fans, it helps them see what he’s up to, his upcoming appearances and new stories, exclusive book offers etc. 

Again, for a small investment, it’s a smart way to reach new readers and make new fans. I spent much of the week in Hollywood carrying around bits and bobs in that free tote, so I was very grateful for it, not to mention another free ebook.

Closing thoughts

After seeing how the pros do it, marketing didn’t seem so daunting. It’s less about thinking how to “acquire” readers, and more about thinking of ways to start a dialogue and get them interested in your work. No pushy sales pitches required (much to my relief).