In case it passed you by, I’ve been doing a bit of self-promotion recently. Night Shift came out (available from all good bookshops and some really rather dodgy ones too) and I had not one but two launch parties to celebrate/shift some books.
Both these events went well. Better than I could have hoped, really. But there is a truth that we should address before we get too further, and it’s this: they’re not going to help me at all.
Reason the first:
I was given an advance upon signing my contract. Any copies that are sold on the back of my efforts – appearances, interviews and the like – will go to the publishers, not me. Not until I’ve earned out my advance, which isn’t going to happen overnight – and, indeed, most advances are never earned out. Most authors never see a penny in royalties.
Reason the second:
No cash from my efforts is going into my pockets. It’s all going to bookshops and, through them, to the publishers, to staff, taxes, bills and the like. But the money I spend on travel, accommodation, sustenance and the like – that’s coming straight from me.
The frank truth is that you are going to spend more on an event then you ever see back. Even if you self-publish, and at least a share of the takings is going straight to you, you’re likely going to have to spend on refreshments and maybe split costs with the venue*.
Don’t think that inviting the local press will help either. I mean it will help – you might get the odd extra sale that way. You’re unlikely to get the tens of sales you’d need to cover all the wine you’ve drunk to give you the courage to do the event in the first place.
Besides, despite the best efforts of my publicist – yes, I do have such a thing, I’m slightly embarrassed to say – no local press turned up at either of my events. Apparently journalists don’t like working into the evening.
So is my advice is for you to shun all such opportunities for appearances and remain solely a keyboard-warrior? Hold on there, youngster! Be not so hasty.
First, though you may not get immediate rewards, the more books you sell the more likely you are to get a second book published. You may never earn out that advance, but the closer you get the better.
Second, appearances are fun.
You’ve worked damn hard to get a book out. You’re entitled to a celebration. There aren’t many times in your life when you’re the centre of attention**. Why not make the most of it?
Sales come from word-of-mouth recommendations and repeated mentions; in my A-Level General Studies course (my only A grade, fact fans) I learned that you need to hear of something five times before you’ll consider checking it out. This may or may not be true but it’s not a bad way to think.
So do events; get out there and be seen.
But don’t do it to chase sales. Do it for the sheer unadulterated hell of it.
*Okay, I’m sure it is possible to run an event that costs you nothing; maybe a local bar will host in exchange for drinks sales. But the point stands. Even if you have an event in your own front room you’d best provide nibbles
**I realise that, to some people, this might sound like hell. If you’re one of these people – and I oscillate wildly between loving the spotlight and loathing it with a fiery passion – then you don’t have to do it. Don’t let anyone – least of all me – tell you that you must make personal appearances