"How should I promote my book launch?"

Recently, a writer friend had some questions regarding advertising book signings and launches. She asked if she should have had the store put up posters and showcase her book in the front window prior to her book launch. I gave her some advice, things I wish someone had told me at the very beginning.

In the beginning, I was bold...yet I didn't have a clue what to do either.

A few years ago, I didn't really get the difference between a book launch and a book signing. I suppose I could have helped myself out by actually attending some of both, but I didn't and my first "launch" suffered for it. Instead of making it a big celebration, my first book launch had no hoopla, just me at a table in front of the store, handing out business cards. Oy, I was so green I never knew I shouldn't give out cards unless they're to business contacts. No one else wants them. I know better now, but back then I had no idea what I should or could do for a launch party. Now I know it's only limited by my imagination and the fire code of the store. :)

Book signing:

A book signing is an event where you go and sign and sell books. It's that simple. There's only as much hoopla as you can create, based on any news to do with your book. But believe me, I look for anything newsy that can add some hype to my signings. News equals excitement, and excitement means sales, and sales mean I get to write another book. :)

I rarely have any form of advertising for my regular signings, other than in my writers organizations' newsletters and what I post on my site and blogs--mainly because people tend to forget, and so far it hasn't proven to bring in that many more people for it to be cost effective to run advertisements in newspapers. I just look at every person who walks in the store as MINE. Okay, I'm not that vain, but I do look at anyone as a prospective buyer. It seems far easier when I'm not worried about whether my invitees have arrived or if they'll even show. I always know that there will be people walking through the doors, and it's my job to greet them and make them feel welcome. (And give them my bookmarks.)

If I feel I need posters, I've learned not to wait for bookstores to make them. Other than Audrey's Books in Edmonton, which always makes up lovely posters for all my signings, and a few Chapters stores, most bookstores are just too busy to design signs. So I have a local print shop make posters for my special events. They're 14 x 17, I think, full color, announcing my name, author of... and date/time of event. I ask the stores to post them about 5 days before the event. Any earlier and people forget. Occasionally, I'll go to my signing and discover that my posters were never displayed, but usually they'll be up near the front door and often near the bathrooms. If I've been able to get some media attention (newspaper interviews or radio or TV interviews), then that's a bonus. But it's not easy to be newsworthy for all your events all of the time.

Book launch:

A book launch is a celebration, a big party to celebrate your book's arrival and everything you have gone through to get this far, and it's a party for YOU.

This is the one event that you need to have posters up on the walls, fliers to the bookstore a week before to add to customers' bags, media attention, tons of blogging about it, and lots and lots of hoopla. To ensure that you get great promotion for this exciting event, go to the store the day before and see how they're promoting you. Then you can ask them to display your books if they're nowhere to be found.

Also, for a launch, you'll want to send out an invitation to anyone on your email list and newsletter list. Ask them to bring a friend or two (or ten!), and make sure you ask them to RSVP, since you'll need to know how much food and drink to supply. Once you have this list, realize that about 10% won't make it, another 10% might not buy. 80% should be sales. Bad weather the day of the launch will increase the percentage of the first two and lower the last. Make sure the bookstore knows about your RSVP list ASAP. They need to know how many books to order in. Send your guests a "friendly reminder" about 2 days before.

A launch should always be eye-catching, big and bold. You need to create excitement. That's what separates it from a regular book signing. Some launches will have champagne and strawberries, others will have pop and veggies and dip. Some will have food that fits the theme of their book. I served two kinds of seafood dip; however, I just couldn't serve whale. I'm sure my friends were glad about that. :)

Most book launches will have:

• entertainment
• door prizes (I always ask local businesses to donate prizes in exchange for a sponsorship mention of them on my posters and I get awesome prizes this way...including a free limo ride for my family and closest friends to my last book launch)
• munchies (a couple of party trays and a cake with your cover on, at minimum)
• a mike for you to read a chapter and talk about your new "baby"
• an MC to introduce you and make you look good (either a friend or the store manager if she knows you)
• advertising in-store and elsewhere (community bulletin boards, schools, churches etc)

It's your party, so have fun! This really isn't the time to worry about sales. The more events you do, the better you should get at selling your book. If you have a bad signing (like 3 or less), evaluate why. When you have an exceptional signing (like 30+ books), also evaluate why. I always ask myself 'what worked?' and 'what didn't?'

How should you promote your book launch? By doing anything and everything you can think of to ensure its success and to make sure that everyone attending has a party they'll never forget. That way they'll be first in line for your next book launch, which (if you use these tips) will now be bigger and better than the last. :)

~Cheryl Kaye Tardif,
bestselling author of Whale Song

Amazon and Chapters/Indigo gift cards

This year for Christmas, I gave out a few Chapters/Indigo gift cards. Strangely enough, I didn't get any in my stocking. :(

But I did get Tim Horton's and Starbucks cards. (They know me sooo well!)

With all of the book signings I've done over the years, I am still surprised at how many people in Edmonton (and possibly across Canada) aren't aware that the Chapters gift cards are actually good for the following stores:

• Chapters
• Indigo Books & Music
• Coles
• Smithbooks

Amazon gift cards are good for...well...Amazon (as far as I know, that's it).

So for those of you who received either of these cards, I invite you to consider ordering some of my novels. January is a great month to start reading again. Reward yourself and give yourself permission to relax and enjoy some time to yourself.

*Anyone who orders my books in January can email me and request a personalized and autographed bookplate and a colorful bookmark.

If you have an Amazon gift card, here are the links to my books:

• Whale Song $10.36 US
• The River $22.50 US
• Divine Intervention $22.50 US

If you have an Chapters/Indigo gift card, here are the links to my books:

• Whale Song $13.95 Cdn ($13.25 with iRewards
• The River $17.15 Cdn ($16.29 with iRewards)
• Divine Intervention $17.15 Cdn ($16.29 with iRewards )

Judge a Book by the Cover!

Want to see the original cover of Whale Song (2003)?

You can read about my book covers, how they came to be, who created them and then

the 2003 cover with artwork by my good friend and internationally acclaimed marine artist David Miller...

or the new 2007 edition cover by the talented Kam Wai Yu of Persona Corp.

Check out the Whale Song book covers at:
Judge a Book by the Cover

Canadian Book Prices Cause Book Rage

In the book world, Canadian prices have always been absurdly high, compared with US prices. It's always been a common complaint, and believe me, as an author who puts herself out into the frontlines by doing book signings in bookstores, it isn't always easy to listen to customers complain, berate staff or even me, or walk out angry.

With the strong Canadian dollar comes some huge savings for Canadians buying American goods or traveling to the States, but it also comes with a frightening down-side. And with the Canadian dollar reaching $1.10 last week, some bookstores have seen enraged customers go above a few nasty words. As James Adams reported in the Globe and Mail last Saturday, "the Canadian bookshop has become a charged environment, perhaps even a dangerous one." There have been two reported incidents of customers throwing books.

As a Canadian author in the middle of a 3 month book tour, I have to sadly agree with much of this article. I have witnessed angry customers taking their frustrations out on innocent bookstore staff--many of them teenagers who make $8.00/hour, if they're lucky. I've overheard loud conversations by disgruntled customers and have born the brunt of their anger as well.

Ironically, my publisher Kunati Books was the first publisher in Canada to lower prices to be closer to par. And they did this about 2 months ago.

What people don't seem to realize is that it isn't up to the bookstore, and it certainly isn't up to the author to lower prices. This is something the publisher must do, and the bigger the publisher, the bigger the financial loss. But I've heard rumors that some are coming onboard with Kunati. Since my publisher is smaller (and maybe a bit bolder), they won't have such a drastic loss. And don't forget, the author would make less as well.

People seem to forget that for every book, thousands of copies have already been printed, taking into consideration the original retail price. Many smaller publishers cannot take the hit. We have already lost too many Canadian publishers as it is.

So my advice to book lovers is: keep your cool and remember that these things take time. No one likes the high prices, not even me. But I certainly don't like customers yelling at me or my bookstore staff friends for something that is out of our hands.

Instead, I invite you to support those publishers or bookstores who have already lowered book prices. Kunati Books will be happy to sell Canadians their books (including my novel Whale Song) for near to par. Whale Song went from $16.95 to $13.95 for a trade paperback. By supporting the publishers who have already done this, you are then sending a strong message to other publishers.

http://www.whalesongbook.com

Buy Whale Song from Chapters.ca or if you're in Edmonton, buy from Audreys Books. Anywhere else, just ask for it in your local bookstore. The new price is in effect everywhere.

http://www.kunati.com/

~Cheryl Kaye Tardif,
bestselling author of Whale Song, The River and Divine Intervention