After the Sale . . . by Susan Oleksiw

Last week I sent back the final edits for the fourth book in the Anita Ray series. When Krishna Calls will be out in April 2016, less than ten months from today. I'm excited about this book and looking forward to the cover. My editor generously sends me previews, and sometimes I get to make suggestions. I had a chance to do that on the first book, Under the Eye of Kali, but it wasn't necessary for the second and third in the series. Thanks to Deirdre Wait, graphic designer, I've had three beautiful covers perfectly matched to the stories. Does that mean all I have to do now is wait for the royalty checks to roll in? Alas, no.

Over the next ten months I have numerous tasks that are all part of launching a new book. This is where the joy of finishing a book bumps into the reality of selling it to the reading public. A number of websites and blogs give advice on how to promote a new book (see the links below), but I do only a few of the many suggestions.

If I weren't already on social media--FB, Pinterest, Twitter, among others--now would be the time to join. I don't do a lot with these sites, but I have learned to do something at least occasionally, and now is the time to step things up.

I will announce my upcoming book on FB and other websites, but not so often that I will be a pest. No one wants to keep reading the same news flash every day.

I'll update my list of reviewers for the ARCs that I expect by the end of the year. These sites include giveaways on Goodreads and LibraryThing, as well as teasers on Wattpad. In addition, I look for specialty magazines/newspapers, such as newspapers directed to the Indian community.

My website always needs updating, and I'll add the new novel plus any short stories that haven't yet been listed. I won't have a list of blogs or events to post until the spring, but I'll add those also.

Bookmarks have always been popular, and now with Internet services they are easier than ever to produce cheaply. I've used bookmarks for both the Anita Ray series and the Mellingham/Joe Silva series. These are easy to hand out, but not nearly as popular as the recipe cards I produce for the Anita Ray series.

Readers of cozies and traditional mysteries love recipes, and I love writing them. When I have one I think works well and is accessible for those not comfortable with cooking Indian food, I send the recipe to a friend who has a food/cooking blog and he tests it for me. With his final approval, I make up a recipe card with the covers of the Anita Ray books on the other side. I hand the cards out at events and often get asked for additional copies. I'll do the next recipe card when I have a copy of the fourth cover. My current recipe cards have only three covers on the reverse.

During the late fall I begin setting up events. Because I've had the benefit of working with Sisters in Crime New England Speakers' Bureau, I know that a panel of several writers is more attractive to libraries and bookstores than a lone writer who may or may not have a following in the area. We have several terrific writers in my area, and we enjoy working with each other on panels. If I'm doing any traveling I make a point of writing ahead to area bookstores and offer to come in and sign stock or give a talk. I make myself accessible, but I don't push the opportunity.

One of the key things I try to keep in mind when setting up panels or talks is that I'm one of hundreds of writers doing the same thing. Libraries and bookstores can feel overwhelmed with offers, and many like to stick with their own programming. Make the offer, outline how much you can do for them, and be honest about the audience you can bring in. Then step back.

Blog tours are very popular and I try to do as many posts as possible. This also means, of course, keeping up with my weekly post on my own blog. I tend to be erratic on this one, so a new book is a challenge for me here as well as in other areas. Some writers hire a company to set up a blog tour, and other writers do it on our own.

In addition to the usual venues, I have done a number of radio and TV interviews over the years. These are fun, and I try to tailor my conversation to the interests of the area or interviewer.

I have never purchased ad space because my publisher, Five Star/Gale, Cengage, does a gorgeous catalog and markets well to libraries and bookstores. But some writers purchase ad space in conference catalogs or trade magazines relevant to the book.

There are lots of ways to promote a book, but no one wants to be deluged with sales pitches. I am, after all, only one of a few hundred writers doing the same thing. So, I will add to my list of things to do the simple reminder to have confidence in my book as a good story that readers will enjoy. And in between marketing efforts I will start thinking about the next Anita Ray and set aside time to write.

The sites below have straightforward advice on marketing your book. My advice on these is to pick and choose. Try out the tips that seem reasonable to you, and ignore the rest.

https://nancyjcohen.wordpress.com/2015/05/29/book-promotion-countdown/

http://www.bookmarket.com/bookpromotion.htm

http://www.authormedia.com/89-book-marketing-ideas-that-will-change-your-life/

Six Steps for a Book Launch

In May, Five Star will publish For the Love of Parvati, the third book in the Anita Ray series, featuring  Indian American photographer Anita Ray, who lives in South India at her aunt’s tourist hotel. Anita first appeared in a short story published in Alfred Hitchcock Mystery Magazine, “A Murder Made in India,” in the October 2003 issue. Since then, eleven more Anita Ray stories have appeared in AHMM and Level Best Books anthologies, with another in the pipeline.

Now that the book is written, my job is to launch it on what I hope is a very successful path. Launching a book, as most writers now, is almost as much work as writing it, but I have a few established practices that help me get the word out and generate sales.

1. I compile a list of professional reviewers and review sites, invite them to review the ARC. (These do not duplicate those contacted by Five Star.) Some say yes, and some say no. I send the ARCs out about two to three months in advance, depending on the reviewer. I also ask colleagues, friends, and local reviewers to review. I also do giveaways on Goodreads and LibraryThing. Depending on the reviewer, I may include a letter from the publisher indicating the type of story, etc. This year I have 45 ARCs for the third Anita Ray, almost twice what I had for the second book.

2. I order updated bookmarks with the cover of the new book. I give these to everyone, and even put them into reply envelopes for bills, etc. I also make sure I have enough business cards. I put cards and bookmarks on every chair at a book event (if there is seating), and hand them out at events like book fairs. For reasons that elude me, I find it easy to hand these out to strangers at events when I normally wouldn’t even say hello to a stranger.

3. I begin setting up events--talks, panels, etc., anything that gets my name out there and gives me a chance to interact with other people. I admit that I don’t do as many of these as I used to, but I’ve found a variety of events is more useful to me than a high number of traditional events like library panels.

4. I use social media, so I'll be posting regularly on my own blog plus do a few guest blogs. I post on FB and I am learning to use Pinterest, especially since I have wonderful covers. I don’t use these sites to sell my book. Instead I talk about writing, what I love about India, and other interests. No one wants to get constant requests to “like” my page, show up at my “virtual” launch, and the rest of it. If I haven’t something interesting to say about writing and other topics, then it’s better for me not to write.

5. This one is harder, but I recommend it if you can pull it off. I recently sold another short story featuring Anita Ray to Alfred Hitchcock Mystery Magazine. This will probably be published in the coming year, which will reinforce interest, I hope, in the novel For the Love of Parvati, coming out in May 2014, as well as the two previous books, Under the Eye of Kali (2010) and The Wrath of Shiva (2012).

6. I use Wattpad to introduce readers to my series characters by posting short short stories for free. I also have posted the opening scene from a longer work, with a link to the site where the reader can buy the whole book. Unless you’re a very well known writer, it takes time to build up a readership on this site, but it does build.

Like almost any other writer, I would rather be writing than promoting. I doubt I will ever get over the feeling of foolishness of talking about myself and my books. But once in a while, to my great delight, I strike up a conversation with someone who loves all sorts of mysteries, India, Indian food, and meeting strangers. That’s when I don’t care if the person buys my book or not because I'm enjoying the conversation so much, and that’s when he or she usually does buy it.

The first two books in the series are available as eBooks and in paper through Amazon. You can read an Anita Ray story at www.susanoleksiw.com