There are those who are the Don Kings of book promotion and who revel in the busy atmosphere of finding their unique space within a book signing or press junket. And, there are those authors who shy away completely, wishing their book would sell based on their writing merits alone without speaking words to other human beings. And even in this new era of book promotion, your audience would like to meet and understand the person behind those words in the book that cost them x number of dollars. That human connection is still what sells books.
There is help, however for the shy author who would rather hire a stunt double than speak in a public forum about their book.
Here are some tips:
1. Prepare all the things you want to say or have announced about you. By writing down different ways to kick off conversation about the book that you are comfortable with, you can have some sense of control over the narrative. If you ignore the process altogether, you might find yourself in conversations you simply do not want to have.
2. Be a participant in the physical set up of the table, desk, podium placement or interview seating. This will empower you to, again, have some sense of control about what your audience sees and feels when they meet you. If you have marketing material to share like personalized bookmarks, signed copies of your book or cards with your social media handles, share it. Allow these items to do the “speaking” for you.
3. Put out candy, or something! Invite the warmth to your table in any way you can and if candy, or mittens, or keychains or something that can be taken directly from your book, use it.
4. Know that if your digital marketing has done its job right, there is an audience waiting for you and they want to see you. Be yourself and enjoy the ride. They came for you.
5. Co-signing. If you are still terrified to meet and greet your readers or to hold any kind of book signing, why not pair up with a fellow author? Cross promotion can become something greater for you and should not be viewed as competitive but as a compliment. By endorsing each other’s books in the form of casual conversation (much like a podcast) you will eventually find the courage to venture out and promote your book on your own. Plus, merging different audiences can win a wider fan base.
6. Blog and reach out on social media more. If public speaking is simply not for you, keep yourself free of any form of speaking by writing and stepping up your web presence. Start an email list and reach out with newsletters and announcements. Make your audience feel special.
Meet your audience wherever they are. Of course, they are online, but they are also in bookstores and at events. Connecting with one will help you connect with many: and that connection will sell your book.