Today is the first of April. In the weeks since the tour began on March 7, I’ve done 35 hour-long presentations and traveled by car more than 3,500 miles. That’s a lot of talking and driving. Book tours sound glamorous and fun, right up until you find yourself dragging luggage in and out of hotels without a bellman in sight. But I’m not complaining. Meeting people is part of the job. Doing book talks is part of the job. Being polite to impolite people—most especially the ones who tell me I look tired—is part of the job.
So when newbie authors ask me for career advice, I often tell them the following: Get Thee to Toastmasters. Nobody cares more about your book than you do. You’re going to need to be able to stand up in front of people and tell them about your book. You’re going to need to be able to do so without stammering and stumbling and without peppering every sentence with ums and ahs. You’re going to need to be an interesting and engaging speaker. Most of the time those newbie authors look at me as though I’ve lost my marbles. They think being an author means they get to be hermits. Nope. Doesn’t happen. You need to be a capable public speaker, and a year in Toastmasters will get you there.
Sometime in the last month, a newly self-published author asked me for advice. I said, “Who buys your book?” Answer: ” I mostly give them away.” Bad idea. If you want to be an author, you need to write books that are good enough for people to be willing to BUY them. The thing that’s missing from books by many self-published authors is that critical element of book publishing—editing!!! The books end up being poorly written and poorly edited. No wonder someone has to give them away.
But self-published or not, one thing authors MUST do is be involved in sales and marketing.
During my years in the life insurance industry, one of the things I learned is that your best customer is your most recent customer. And that was the real purpose of my question to the self-published author mentioned above. Who buys your books and do you have a database of same? That line of inquiry caused a certain amount of eye-rolling on his part. That wasn’t something he wanted to hear because he didn’t think actually selling his book was part of the bargain. I’m here to tell you, that is not true. Writing a book and editing it are only part of the job.
When Until Proven Guilty was published in 1985, I had just finished up ten years in the life insurance industry. What I had going for me was a Rolodex with 250 or so names in it—people who were friends, co-workers, clients, and acquaintances. Some of them were in Arizona and some in Seattle. For the kickoff signing, I called the people in the Rolodex and invited them to the event. And when there was an Arizona segment for that tour—a self-paid tour, by the way—we called the Arizona names. This was 1985 after all, so there was no such thing as the Internet. Phone calls were it when it came to contacting potential customers. For subsequent books, when the grand opening events were held at the Doghouse, my daughter was tasked with calling the list which gradually became known as the Doghouse List. For whoever was doing the calling, answering machines were a huge blessing. Being able to leave a message meant not being caught up in a half hour chat.
Eventually the Rolodex went bye-bye and the list, still called the Doghouse List, moved to a computer file. Now, rather than a phone list, it’s primarily an e-mail list, and it’s a vital part of my business. I guard that list with my life, and nobody else touches it. For one thing, it contains the names and e-mail addresses of more than 12,000 of my customers. How do I know that? Because I’m the only one who adds names and addresses to the list. Every one of those 12,000 names is someone who has received at least one and probably more than one e-mail message written by me personally. Incidentally, my first Avon Books sales rep, Holly Turner, taught me that one personal contact is worth ten readers. From where I’m sitting—with books regularly landing on the New York Times list—I think her advice holds true.
Answering e-mails personally counts as a personal contact. I don’t have a secretary who scans my e-mails or responds to them. E-mails from readers come to me and are answered by me. Those little notes are important. The people writing them are my CUSTOMERS, and customers are ALWAYS important.
It took a lot of years to grow those 250 initial names to 12,000. I passed that benchmark last night, and I’m already ten to the good on the way to 13,000
That’s something else my years in life insurance taught me. My agency manager, Gilbert F. Lawson, always said: Know the score, keep the score, report the score. The score will improve.
I’ll let you know when we hit 13,000.
I really enjoy and appreciate your willing to share with us you thoughts and daily life!
Thanks for being you!!
I enjoy reading your thoughts each week. Am so glad you are willing to share them with your readers/customers. I first heard of you when my neighbor across the street met you at a cocktail party in Seattle and told me about this author he had met. So glad he did. Twenty plus years later and I’m re-reading your books. Keep on rocking!
You are so correct! When I emailed you with a question and received a personal response, I was thrilled. I occasionally work at a resale shop on Main Street in Bisbee, and I always ensure that your books are prominently displayed and engage folks in conversation when they express interest. If they are looking for more recent works, I direct them to Atalanta or to the new bookstore in the old Convention Center.
My son’s novel was initially an e-book. When it came out in print, I was excited. But although it was creative, with good plot lines and great characters, it obviously lacked any kind of editing. I offered to proof the next one for him. So I believe new writers must be very careful about publishers and editors. There are many others like me, be they former English teachers or not, who cringe at ungrammatical sentences, words omitted or misspelled, etc. Sometimes I simply stop reading!
Thanks for your great advice and for continuing to create wonderful reads!
This was a great article. So many people write a book, open a business and they immediately think they will be selling their product. They need to meet people, be able to market their product and promote themselves. They definitely have to be able to speak before groups. Toastmasters is a great example. Now when are you going to write a book on this subject? !!!!
I read all of your posts and enjoy reading them, love your books always looking for a new one. I have been to all the towns you write about both in Wash. and Az. including Bisbee so I can picture the place as I am reading. Keep up the good books.
What a great article. It should be required reading for all writing classes and authors who are just starting out.
I suppose that new author figured that folks would be rushing to buy his book just because he wrote it. He had no idea of the selling part. I think few people know how publishing works these days.
Thank you for telling it like it is. Hard work, but worth it when you make so many people happy.
PS I’m one of the grateful readers who has always gotten prompt replies to emails I’ve sent to this lady. She answers my questions no matter what I’ve asked. Not many authors do.
Love these posts and love all the effort you put into keeping in touch. Those tours must be grueling but readers so appreciate being able to see you and listen to you.
Off the track, but I finished “Cold Betrayal” earlier this morning having read it all in one day. The subject of human trafficking is something I’ve been reading about recently and (can I say enjoyed?) found it an interesting story line. Having discovered your books while on a vacation tour of Bisbee about 15 years ago, I’ve now read all of them. This one was one of the best of them!!!
I have all your books and loved them all especially the J.P. Beaumont series. The Walker series was really powerful. I would love to be included in the 13, 000! I am also inpressed that you are so involved with your readers. I tend to think less of an author who never participates in conversations but instead leaves everything to an assistant.
If you want to be on my list, you need to send an e-mail with your names, city and state to me at jajance@me.com. I’ll put you on the list.
Thank you for this informative blog. Natalie and I feel that knowing you and reading your books all these years has really enriched our lives. We attended two of your book signings in Tucson over the years, also tried to attend one in Green Valley one year. Thank you for taking the time keeping us informed with your interesting blogs.
Frank and Natalie Hagberg
The remark about the Rolodex made me laugh. When I was laid off from my job in 2001, I was allowed to take my Rolodex cards with me. They were a God send in finding a new job. When I moved recently, I came across them and really tussled with throwing them out or keeping them as a reminder of where I had been and what they meant to my professional life. I let them go as I am firmly entrenched at Costco now and like you, they are in my electronic address book on my computer. I have that list backed up on my phone so that I will never lose it. Thanks for the reminder of where we started, what we started with, and how far we have come.
I always enjoy your posts.
Keeping up with you, keeps me up with Arizona and Washington, two of my favorite states.
If I am ever blessed to come to a book signing, I promise I will not tell you, you look tired.
Your a fabulous woman.
I am proud to say I have seen you twice in person and spoke with you for a bit even..You are vivacious, and even when tired a lovely person. I think your advice here is perfect for a newbie and some oldies..Keep up the great work..We appreciate you. Christina Austin