Events Are Worth the Extra Effort

by Allie Pleiter

Let’s face it…a working author must be as much marketer as writer these days. And for a largely introverted community, the challenge of hosting an event can feel too large. Still, events have many advantages and can be worth the extra effort. And they can even be fun!

Here are several thoughts on how to host events that help you achieve the crucial goal of reaching readers:

Virtual or In-Person?

Both present pros and cons. Virtual events require no travel, enabling you to be multiple places in a single day. But they require some technical expertise and hardware, creating that personal connection is often a challenge, and leveraging a virtual event into an actual book purchase can be complicated.

Some Hard Truths

The days of the publisher-funded book tour are largely gone, so creating your book tour events is going to fall on you. If you are independently published or with a small press, this is especially true. If you want to gain the benefits of book events, it is more than likely that you’re going to be the one who makes them happen. And while having released a book is a huge cause for celebration, it isn’t a compelling reason for press. Events give you something specific and time-bound to publicize. Every creative aspect you can fold into an event gives you new reason to get the word out and makes your news more…well…newsworthy.

Find Partners to Increase Awareness

Who else could help you get the word out? Libraries, local in-person and on-line writers groups as well as social media readers groups and book clubs can all lend a hand. Take some time to find out what reader/writer communities are in your area (or the area of you planned event) and make advance contact. Give them all the info they need to help you spread the word.

Got a hook? Use it!

Is your cozy mystery sleuth a baker? Does your romance heroine work in a bookshop? Is the main character in your suspense novel in law enforcement? Make use of that potential reader connection. Contact local professional associations connected to your subject matter. Consider alternative venues like bakeries, athletic clubs, retail shops—anywhere that follows the theme of your book.

Be Sales Ready

If you are doing on online event, make sure you have sales links ready. Landing pages on your website are ideal because they not only drive traffic to your site, but if your book is available in multiple retailers and formats, readers can see their options in one place. If possible, come up with some incentive for participants to buy right then and there—swag, exclusive content, signed copies—all keep readers from defaulting to “I’ll think about it.”

Shout It Out on Social Media

Enlist a friend to take lots of photos so you’ll have great shots to post on social media after the event. Visuals are a way to keep the momentum going beyond the event itself.

Say Thank You

Send a message to your host post-event expressing your thanks for helping you create a great experience. Consider a small gift if you are there in person (or even if you’re not). One of my most effective post-event tactics is to send an email two days after the event asking “Who else should know about me and this book?” Some of my best connections for future events have come from asking that question.

Keep it in Perspective

All this can sound fun—or exhausting—depending on your personality. Writing is more and more a marketing-driven business. Still, don’t let that pull you away from the crucial goal of continued writing. Your best promotional event is ALWAYS the release of your next book. Anything that impedes that goal should be considered with care, not matter how enticing.
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The bestselling author of over seventy titles, Allie Pleiter has sold 1.8 million books. She coaches on writing productivity and time management. Allie is an avid crafter, coffee junkie and believer that “pie makes everything better.” Her upcoming romance “A Montana-Sized Secret” releases from Love Inspired in August. Visit Allie on her website.