Even if you’re traditionally published, publishers don’t support book tours anymore. So, a writer is left with two options: 1) schedule events and signings yourself or 2) do a virtual tour. Either way is a lot of work, but the virtual tour is far less expensive. You can pay someone to put it together for you, but remember, nobody cares more for your work than you do. You will be much more passionate and energetic about promoting your tour than anyone else on the planet. That being said, if you’d like to put together your own tour, here’s what you need:
Ask everyone you know who has a blog and has the kind of customers you could entertain. Don’t ask the guy who writes the auto repair blog to host your chick lit book. You don’t need a lot of blog hosts, only enough to fill a week or two – maybe eight or ten sites. Don’t bother blogging on weekends. Most people blog Monday through Friday. Fill in any holes with Release Parties on Facebook and Live Twitter Events.
- Prepare all of your blogs, interviews, excerpts, links, media kits, photos, etc., far in advance and keep them in a folder on your computer desk top. Write blogs on why you wrote the book, when and why you started writing, the era the story took place, even an interview your main character. To make it a little easier on yourself, schedule some blogs to simply be short snippets from the book, or even just the synopsis and your bio. Don’t forget to include buy links with every post!!!!
- Organize your schedule, along with host information, email addresses, etc. You need this all in one place. Excel spread sheet, anyone?
- Communication with your hosts is key. Keep all correspondence – Invitation, Response, Follow up, Confirmation, Reminder, and Final Thank You. You’re not being a pest. You’re simply making sure all your hosts are on the same page. You also need to communicate with your audience. I suggest posting the schedule and links on one page (maybe your website?) and direct everyone to that page to see the schedule. Don’t try to update six different sites. That’s too much work.
The secret is to be WAY ahead of yourself. Give yourself at least two months, minimum, to plan. You have blogs to write, promotions to do, organizing and scheduling to accomplish. Don’t squeeze yourself into a corner and get stressed.
Give away freebies to attract readers. You can offer eBooks, gift cards (Amazon will let you email them saving on postage), swag, or you can set up an account and do an official raffle. Rafflecopter is awesome. Rafflecopter allows you to give readers entries for specific actions like following you on Twitter, liking your Facebook page, signing up for your newsletter.
Consider offering an end-of-tour Twitter Chat on one day for one hour with a specific hashtag. Announce it throughout the tour. Invite other authors in your genre to participate, so you can discuss your book with them if you have a roomful of lurkers but no tweeters.
Have some crafty photo-shop-type person make you a banner announcing your tour and post it EVERYWHERE. Here are two I used. One matched my book cover, one matched my website. Notice I put my website as the landing point on both advertisements. That way, I only needed to update sites or links on that one page.
When the tour is over, the hosts thanked, and the giveaways done, clean up your sites. Remove dates from your website and blog, but leave the posts and links up. They will continue to bring business for a long time.
Promote Promote Promote – before – during – and after!!!!!
Lori Crane is a bestselling and award-winning author of historical fiction and the occasional thriller. Her books have climbed to the Kindle Top 100 lists many times, including “Elly Hays” which debuted at #1 in Native American stories. She has also enjoyed a place among her peers in the Top 100 historical fiction authors on Amazon, climbing to #23. She resides in greater Nashville and is a professional musician by night – an indie author by day.