In previous posts I have often drawn parallels between self-publishing and gambling or games of chance. Some gambles pay off better than others do. Take my most recent attempt at a Valentine’s Day public relations blitz. Strategically speaking, I thought my approach was fresh and the timing was perfect. But the media had other ideas when it came to Valentine’s Day features.
In fact, a quick Google search across the Internet seemed to yield surprisingly little that was new or fresh on the subject. Do we suffer from Valentine’s Day Fatigue I wonder? When did we exchange red for green and become so jaded in our attitude to love and romance.
Since I don’t use a clipping service, I conducted my own Google search on Any Color but Beige and found sparse “pick up” by the media. I think that this is an accurate reflection of media interest because no one called requesting further information or an interview. But I wasn’t ready to fold my cards that early.
I made several strategic follow-up phone calls to certain major media. This strategy produced some positive results: these editors requested copies of the book. Perseverance is the key. And that’s important to keep in mind when you’re out there pounding the pavement trying to generate interest.
What follows is list of the coverage Any Color but Beige received during Valentine’s Day week.
Newspapers (online)
The Focus Daily News in south suburban Dallas picked up the release in its entirety. So did The Milwaukee Community Journal and The Moscow Villager. Those three new communities now know about my book.
Radio
Here in Montreal, I was featured on 92.5 The Beat’s “The Brain Candy Podcast” with Shaun McMahon. It was my first time doing an interview at a radio station and it was fun and exciting, made even more so because of Shaun’s enthusiasm.
Book Signing
I was counting on a pre-Valentine’s Day upswing in sales. Chapters Bookstore had me positioned front and center next to a free coffee giveaway at Starbucks. It couldn’t have been more perfect except for the freezing weather that kept store traffic to a minimum. Given the conditions, I sold more than I thought.
What’s next?
I am going to play one last hand and contact the media once more to follow up on the books I sent out. And then I’m going to roll the dice on a cross-promotional sales strategy in March, one that links my book with colorful consumer products like paint, nail polish and hair care products.
Why do I do it you wonder? Spend all this time and money over and above my day job on a long shot of a book. On one hand I believe you make your own luck but on the other hand it’s perseverance that always pays off.
Meet the Author
Cafe Girl Chronicles 
There must be something in those Mulgrew women that makes them tenacious and wonderful. Keep on keeping on, Catherine–your hard work will pay off!!!! xoxoxoxo
Thank you Linda. Hoping to see you and Margaret here in Montreal soon!
You are so energetic! Wow.
Hi Cat
Hope all is going well. I wanted to let you know I submitted your book to Awesome Indies (http://awesomeindies.wordpress.com/) to be spotlighted. I hope they find you. They will be so darn impressed!
Hugs!
Jacqui! Thank you so much. What a wonderful surprise. This is just the kind of good news that keeps me moving forward. You’ve made my day!
Hugs returned xo
Cat
It sounds like you are working hard to get your book out there. In my experience, this is the job of your publishing house. Given how much work you have to do for promotion, I am curious why you decided to go with a self-publishing house as opposed to a commercial press.
The road to commercial publishing is long and full of road blocks. Once my book was ready, I had to make a decision whether or not to go the traditional agent/publisher route or strike out on my own. The risk was if I stuck with the traditional route the book wouldn’t be deemed salable by the agent/publisher and I’d still be a lady in waiting – waiting to be discovered.
And if it (the book) was picked up by a commercial publisher, because I’m an “unknown” author the bulk of the promotional burden of promotion would still rest with me. The time and money that publishers spend are spent on “names”. And so I decided to try both roads at the same time. I pitched agents in the hope that I would get picked up by a big “House”. At the same time I struck out on my own to build awareness as a means of convincing agents and publishers that the book is salable.
It helps that I’m in sales and marketing and I like what I do when it comes to my day job. When it comes to promoting my book, I honestly love it – so it doesn’t feel like work.
It’s a very good question, Kolleen, and I’m sure other authors that read this blog will be glad you asked it!