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I’m getting married in a little under two weeks, and a few nights ago I had my first anxiety dream about my upcoming wedding. It went like this: my wedding and the American Library Association Annual Conference (ALA) had been scheduled for the same time. I was arranging books at our exhibit booth in my wedding dress, and when I tried to leave to head to the altar, an author appeared for her signing. She demanded that I stay and fix the lighting, which she said was not flattering. I woke up in a cold sweat.

It doesn’t take Freud to figure out where this dream came from. As any marketing person can tell you, conferences take an immense amount of work, planning, and mental energy. As it turns out, weddings do too. The good news is that I’ve learned a lot in my eight years of planning and attending conferences that helped me stay sane throughout the wedding planning process—and there’s a lot that wedding planning can teach about conferences, too. Here are a few tips that I’ve found to be true for both events:

Always be prepared. Long-term planning is essential, but I’ve found that in order for events to go off without a hitch, a lot of time needs to be dedicated to thinking through the minute details because seemingly small things can throw a wrench in even the best-laid plans. Are any of your dinner guests gluten-free? Do you need a reminder to change your watch when you get to a new time zone? In which part of the convention center is the exhibit hall located? How many pens have you brought for your signing? What will you do if your powerpoint was not uploaded as promised?

If you are an author attending a conference, think through all the items you will need and make a list, so you remember to bring them all with you or make sure your publisher has them. If you have an itinerary, look over it carefully and get any questions you have answered early, before the conference starts. The more time you set aside ahead of time to think through the details, the less likely you are to be caught by surprise on the day of your event.

You can’t make everyone happy. In wedding-land, it’s notoriously hard to satisfy everyone and make decisions without some feelings getting hurt. You’d think that conferences would be less emotionally wrought, but I am hear to tell you that’s not always the case. Your book is your baby, and it’s natural to feel disappointed when it doesn’t draw the attention or sales that you hoped it would. Not all signings go well, and not all panels pull a standing-room-only crowd. Not every author gets his or her own publisher-sponsored cocktail party. When it comes to conferences, everyone is working with limited time, attention, and resources. Try to go in with managed expectations, and remember that you’ve created a beautiful piece of art. Even if it doesn’t attract all the attention you hoped it would, it is still something to celebrate and be proud of. And if you connect with just a few new readers who are excited, you never know where that might lead.

Use Institutional Knowledge. When I started planning my wedding, nothing helped me more than speaking with friends who had gone through it before. They pointed me in the right direction, kept me sane, and even shared their spreadsheets with me. If you are an author going to a conference for the first time, don’t reinvent the wheel: use your publisher and peers to help you plan. If you have never done a signing on a conference floor before, ask for some recommendations of ways to break the ice with people walking by (we have some great recommendations from authors here, here, and here). If you are going to a dinner or another event for the first time, ask fellow authors or publishing staff what they use to start conversation or keep it going. What kind of materials are helpful to bring along? If you ask questions you’ll find that people are happy to share their knowledge and experience with you, so you don’t have to start from scratch.

Don’t lose sight of the big picture. In conferences and weddings, it’s easy to get bogged down in the small details. But at the end of the day, what’s your goal? If it’s a wedding, your goal is probably (hopefully!) to get married. If it’s a conference, your goal may not be quite as clear, but it’s worth thinking through. Do you want to introduce your book to new people? To connect in person with key contacts? To meet your editor for the first time? To sell copies at your book signing? To drum up new school visits? If you can figure out which goal or goals are most important to you, it’s easier to plan your conference experience around that. Decide where you want to allocate your time, energy, and resources. Let your publisher know what you hope to accomplish, so you’re all on the same page. Your goal can help you navigate the conference craziness and come out sane on the other side.

Whatever you do, don’t let the stress of event planning take away from the joy of the event, whether that means getting married or sharing your book with the world (next time ALA is based in Las Vegas, you could do both at once!). Keep calm, keep your eye on the prize, and you’ll get through just fine.

When asked for a list of key contacts who will support their upcoming book, many debut authors panic. “I don’t really know anyone,” they will say. But the truth is that most authors already have a large network of people at their disposal who will gladly assist in promoting their upcoming book: their friends and family. While these people probably can’t purchase a whole print run alone, a book can benefit from their support in some essential ways. Knowing the best ways to approach this group and maximize their impact is the key.

The most important thing to remember is that friends and family want to be supportive. This bears repeating as many authors, particularly introverts, can feel a little skittish about self-promotion, even–or especially–to the people with whom they are closest. The key is to approach things in a professional and organized way, so that friends and family feel empowered to take small steps that will help support your career. Here are some concrete ways that you can leverage your community to promote your book:

1. Start building your contact list early. Create a list of email and snail mail addresses for your friends, family, and professional contacts–anyone who you think would be interested in the release of your book. Beginning your list early allows you to spend time making it as comprehensive and accurate as possible, so you don’t have to scramble to put it together when your book is released. It’s also helpful to let your publisher know that you have this list ready and how large it is, since it may impact whether they order promotional materials like postcards for your book launch.
2. Give people an opt-out. Once your contact list is ready to go, send an email to everyone a month or more before your book is released. In the email, let people know that you are excited about the release of your upcoming book, and you will be sending periodic email updates. End by saying that if anyone does not wish to receive your updates, they can email you to be taken off the list at any time and you won’t be offended.
3. Create a separate Facebook page for your Author account. Many authors worry about spamming Facebook contacts with news of their book. The best way to address this is to create a separate Facebook “Fan Page” for your author account. Once you have created the page, invite all of your Facebook friends to like it–and then invite them a few more times, for anyone who missed it. This way, you can share news of your book freely with a group that you know is interested. Even so, you should periodically share author news with your personal feed for anyone who may not have carried over.
4. Send more than one email. Many authors will send an email to friends and family when a book is released, but won’t follow it up with anything else. This isn’t enough, since one single email can easily get lost or forgotten. Mark in your calendar to send a follow up email 2-3 months after your book is released. This is a great time to remind people it’s available, and to ask those who have already purchased the book to write reviews. You can also send an email if your book wins a major award, goes into paperback, or receives a big publicity hit. Don’t overemail, but remember that your friends and family want to know when great things are happening!
5. Encourage contacts to leave reviews. One of the biggest things that friends and family can do to support your career, besides purchasing your book, is to leave reviews of the book on major book review and purchase sites like Amazon, Goodreads, and Barnes & Noble. Building up reviews on these sites can go a long way in improving the visibility of your book. Tell your contacts that if they loved your book, you would appreciate it if they could take a few moments to write a review on one or more of the sites above. Most people will be happy to do so, they just need to be asked.
6. Mine your contacts for their contacts. Don’t be afraid to ask family and friends for help connecting with the right people, especially if you are new to publishing. Want to connect with a journalist at your local paper? See if you know anyone who might have a contact. Interested in doing local school visits to build up your experience? Let your friends with children know you are willing to visit local schools, and ask them to pass the word on.  You’d be surprised at the people your friends and family may be able to connect you to, if you ask them.

Remember that knowing a published author is exciting, and your network of family and friends will want to help get the word out about your book. By asking for their help in small, organized ways, you can maximize their impact without putting them in an uncomfortable position or making them feel burdened. And that way, everyone wins.

Further reading:

Marketing 101: The Best Social Media Platforms for Authors

Marketing 101: How to Prepare for Your First Conference

Marketing 101: Five Things to Do Before Your Book is Released

In our new How We Did It series, we shine a spotlight on the people and
organizations doing important work to support diversity in publishing and beyond. Their stories and ideas are a dose of inspiration for all of us as we move forward in our work.

Today we are thrilled to have Kyle Zimmer, President, CEO, and Co-founder of First Book, with us. Here’s how Kyle describes her organization: “First Book supports educational equality by providing high quality, new and relevant books and educational resources to teachers and caregivers serving the millions of children growing up in low-income families.”  Welome, Kyle!

How did First Book begin? Has the organization’s mission evolved since it was founded?

I co-founded First Book with two friends in 1992. I had been volunteering at a D.C. soup kitchen when I learned that not only were there no books available but the children didn’t have books at home either.

I started talking to other programs and schools and became aware of this enormous problem – with clearly disastrous implications – for individual children and our broader society. In a resource-rich country like ours, how can millions of children grow up without books, at home, at school and in their communities?

I became a student of the publishing sector and learned that the design of the industry makes it almost impossible to serve lower-income segments of the market. The publishing industry is based on a consignment model – meaning that inventory that doesn’t sell at retail is returned to publishers. So, of course, retail book prices are set high, in part, to cover the cost of unsold inventory. Today in the U.S., the average cost of a premium children’s picture book is $18 – far beyond the reach of low-income families.

Our solution was to aggregate the voice and buying power of educators and programs serving children in need, and in the process, create a viable market that publishers can serve. The First Book Network has become the largest and fastest growing network of classrooms and programs serving children from low-income families. This enables us to purchase books and content that our Network needs in bulk and we can negotiate significant discounts as a result.

While our fundamental mission has not changed, our understanding of the issues of poverty and education has evolved. As a result, we’re expanding our offerings and our definition of what it means to enable educational equity. We are listening to the First Book Network and responding to their needs. Now we’re offering school supplies, refurbished laptops, nonperishable food items, and even winter coats and underwear – in addition to culturally relevant books and educational resources.   If our educators request something, we’re going to go out and find the partners who can help provide it – with the best quality either for free or as close to free as we can get.

First Book has done amazing work to promote diverse books by essentially creating a new market for diverse titles. Can you talk a bit about how and why First Book decided to do this?

We developed the Stories for All project to address the needs expressed by the First Book Network. They are on the front lines and have seen that books focused on all-white characters and experiences just don’t connect with – and don’t represent – the children they serve.   In a First Book survey, 90% of respondents indicated that children in their programs would be more enthusiastic readers if they had access to books with characters, stories and images that reflected their lives.

We heard this need loud and clear – so we began to build strategies that would elevate access to these resources. In an industry already facing fierce competitive pressures, it’s no surprise that publishers have chosen to stick with the content they know will sell. There is a high risk factor and high costs involved in developing new content and marketing to new audiences.

That’s why we launched the Stories for All project.   And we decided to roll out the initiative in a big way: promising to purchase, on a non-returnable basis, half a million dollars’ worth of inventory from the publisher offering the best, highest quality diverse titles at the best possible prices.

Because of the quality of submissions, we doubled our investment, purchasing a total of $1 million in inventory from Lee & Low Books and HarperCollins Publishers. It was a big investment and from an unconventional source – a nonprofit social enterprise — but we knew the demand was there. And, while First Book has long benefitted from terrific partnerships with publishers, by putting $1 million on the table, we were able to really get the attention of publishers and underscore that this market exists.

It is important to note – and those of you at Lee & Low have been saying this for decades — that it’s not just kids from low-income families who need diverse books. We are all living in a more diverse world and books can help develop empathy and expand understanding. By working with publishers to develop the market for more inclusive content for our educators, First Book is also reducing the costs for publishers to make that same content available at retail. For example, First Book served as a catalyst for the development of bilingual versions of The Very Hungry Caterpillar and Goodnight Moon – and now both are also available at retail.

This spring First Book worked with Target, a longtime corporate partner, to offer three of our new Stories for All project titles for sale at retail. It is actions like those by corporations that are needed to demonstrate the broader market – and that these are, indeed, Stories for All.

We have continued to roll out strategies expanding our purchasing power to drive development of the content requested by educators serving kids in need, reduce publishers’ risk and demonstrate that there is a viable market that publishers can count on. Stay tuned! 

On the publishing side, we’ve definitely seen awareness increase over the last year regarding the need for more diversity in books. Have you seen the demand increase in terms of what educators are looking for as well? How in touch (or out of touch) do you think publishing is with the current needs of educators, especially educators in low-income communities?

Yes, we’ve definitely seen an increase in the demand for diverse books from educators. In fact, this spring alone we brought 60,000 new books to our Stories for All project, and those books have been among our top 10 best-selling books every month since we launched the project!

As a society we are becoming increasingly more diverse, and our classrooms and community programs reflect that. But I also think that the demand has increased because educators know that First Book is listening – and responding – to what they need. Stories for All is bringing much-needed content that celebrates different ethnicities, cultures and languages. But it is also a catalyst for books with characters and stories that celebrate different family structures, sexual identities, individual abilities, and experiences. We are working hand-in-hand with educators and publishers to provide a full range of content, in as many forms as possible, so that children can see themselves in books and can learn about others as well.

Publishers are definitely in touch with the fact that educators working with kids from low-income families have unique needs that have not been served. They are eager to provide the content that is needed – and to a person, want to hear the input provided by First Book’s network. Publishers are an extraordinary and talented group of people. We are inspired by their commitment to our cause.

The Stories for All project, which purchases large quantities of diverse books directly from publishers, is only one of several First Book initiatives addressing the issue of diversity in books. Could you share some of the others?

The Stories for All project is, in many ways, emblematic of First Book’s work and mission as a whole. Our goal is to ensure that kids who are growing up in low-income families benefit from the same high quality books, resources and educational opportunities as their more affluent peers.

We’re undertaking a range of initiatives to support diverse books – and to make sure those books reach kids who need them. With funding from Disney, for example, First Book undertook a concerted Latino community outreach effort. This effort included providing best-in-class books and resources to programs and schools serving children from low-income families in Latino communities. As part of this effort, First Book:

• introduced more than 35,000 new Latino-serving groups to the First Book network.
• distributed more than 270,000 culturally relevant books (retail value: $2.16 million) to schools and programs serving Latino children in need.
• expanded partnerships with 50 organizations serving Latino children across the U.S.

First Book has curated collections of books on topics ranging from the experience of being an immigrant, to children with special needs and abilities, books on Muslim Americans and populations with other religions, books on Native American interests, books on LGBTQ and books on experiencing homeless and violence.

Did you receive any pushback from board members, donors, or anyone else when First Book announced any of these initiatives? If so, how did you address it?

There has been no pushback; in fact, just the opposite! We’ve had enormous support for Stories for All and our broader efforts to increase the diversity in children’s books – once people hear about it. Our biggest challenge is getting the word out. I can imagine that all of you at Lee & Low sometimes feel the same way. You’ve been pioneers in publishing diverse books and supporting diverse authors and illustrators, on the forefront of promoting stories that need to be heard.

Now that more people recognize the need for more diverse books, there seems to be a lot of hand-wringing over the issue. But hand-wringing only gets you sore hands. The only solution that will work is a market based one: people need to buy diverse books.

Looking forward, what is your vision for the role nonprofits can play in the movement for more diversity in books? Anything on the horizon that you’re excited about?

Nonprofits have a critical role in supporting diversity in books. One example: We’ve all benefitted from the work of We Need Diverse Books to raise awareness of the need for diverse books and to provide another voice for the amazing authors and illustrators who are behind those stories.

As nonprofits, we need to put our money where our mission is – buying and featuring diverse books. First Book works with any and all nonprofits, programs serving 70% or more kids in need as well as Title I classrooms. By joining the First Book Network, nonprofits can have a real voice in developing the pipeline of resources they need.

I’m excited about several major areas of development for First Book. I am thrilled by the partnerships that we are developing. Working side-by-side with other nonprofits, like Feeding America and Share Our Strength on initiatives that combine meal support with books – during the school year and especially during the summer. Also, we’re partnering with the nonprofit Jack and Jill of America, Inc. on a virtual book drive to bring books to the Children’s Defense Fund’s Freedom Schools in honor of Marian Wright Edelman, one of my personal heroes. For our outreach effort around our Latino Culture and Heritage book collection, we’ve worked with a wide range of nonprofits – from the Cesar Chavez Foundation to the League of United Latin American Citizens, the Texas Hunger Initiative and Too Small to Fail.

I’m a strong believer that we will all achieve more impact for kids when we work collaboratively: across sectors, with dedicated nonprofits and with committed corporate partners. We are only beginning to scratch the surface of what we can do – and literally, the ideas and potential for collaborating keep me and my team continually inspired!

Kyle Zimmer is President, CEO and Co-founder of First Book, a nonprofit social enterprise that has provided more than 130 million free and low-cost books and educational resources to schools and programs serving children in need across the U.S. and Canada.  Kyle is a passionate advocate for social entrepreneurship, and the importance of literacy to further economic competitiveness and global understanding.  Her awards include the National Book Foundation’s 2014 Literarian Award for Outstanding Service to the American Literary Community.

This post is part of an ongoing series at The Open Book answering questions about book marketing and publicity.

One of the questions I get most often from authors—both new and experienced—is, “Which social media platforms do I have to be on?” There are a lot of ways to answer this question but I want to start by addressing the question itself, which is often phrased in exactly this way. The answer is: you don’t have to be on any social media platforms that you don’t want to be on. Social media can help you connect with new readers, raise your discoverability, and sell books, but it can also be a drain on your time, attention, and ideas. Social media is not for everybody, and not every platform is for every writer. So the first thing to do is let go of the guilt and pressure you feel to be on every social media platform that exists, posting content in real time. Almost no authors can pull this off and it’s not worth losing your sanity to attempt it.

With that in mind, the question to ask becomes not “which platforms do I have to be on,” but “which platform(s) would benefit me most to be on, and which are the best fit for me?” When considering where to be on social media, the number one thing you should ask yourself is whether a particular platform will be enjoyable and sustainable to you. Here are some things to consider:

• How often do I want to post?
• Realistically, how often will I have time to post?
• What kind of content do I enjoy posting most? (i.e. do I enjoy curating content by others, creating my own content, or a mix of both)
• What subjects will I be posting about?
• How much time will I be able to dedicate to each post?
• Am I text-driven or image-driven?
• Do I want a platform that is very interactive or less interactive?

While you could make any platform work for you no matter how you answer the above questions, it helps to find the platform that’s the best fit for you, so social media can become an activity you enjoy instead of a slog or obligation. So, here’s a rundown of some of the most popular social media platforms and a couple things to consider about each:

TWITTER:
Ideal frequency of posts: At least once a day, preferably more
Type of content: Mixture of curation and new created content
Time commitment: Surprisingly high
Interactivity level: Varies, but higher interactivity is recommended

Twitter is a weird social media platform- even though it’s been around for several years now, it can still be hard to describe, and even harder to understand the purpose of. Think of Twitter as the world’s biggest cocktail party, happening online 24/7 without end. It can drive you crazy, but it’s also a great equalizer: where else can you tweet to celebrities and have them answer you directly? Where else can readers and authors come together so seamlessly?

Twitter is what you make of it: you can have a minimal presence there and use it mostly for “lurking,” but the truth is that unless you are very, very famous, you will get almost nothing out of Twitter unless you are on it frequently and using it in a very interactive way. Yes, it can be overwhelming and a total time suck, but it can also be a nice break from your other projects and an easy way to key yourself in to important conversations going in within the industry.

Bottom Line: If you want to do it right, Twitter takes a lot of time and attention – but the rewards can be big.

FACEBOOK:
Ideal frequency of posts: once a week minimum
Type of content: More created content than curation
Time commitment: Low-medium
Interactivity level: Medium-high

Remember when Facebook was a novelty? Over the years it’s morphed into something more akin to an Internet staple, right alongside Google. If you’re not on Facebook, you’ve probably been met with shock and awe more than once. If you are already on Facebook, you may think you’ve already got this one in the bag. However, there’s an important distinction that needs to be made here between personal pages and fan pages. As an author and therefore a public figure, you should absolutely have a separate Facebook account for your author persona apart from your personal Facebook account. This allows you to build a following, tweak your privacy settings, and save your family and friends from seeing posts about your book in their feed all the time (unless they want them).

Once you set up a fan page, what you post and how often is up to you. Unlike Twitter which is really pretty useless if you’re not using it frequently, I think there are still benefits to having a Facebook fan page even if you only update it every couple of weeks – it’s a way to allow people to demonstrate that they like you, and allows them to “subscribe” to get updates from you. It won’t let you meet new people as easily as Twitter does, but it can help you build a stronger relationship with your fans, and that’s always a nice thing.

Bottom Line: A little effort can go a long way when it comes to Facebook, so it’s a good place to be.

BLOGGING:
Ideal frequency of posts: Once a week minimum
Type of content: All created content
Time commitment: High
Interactivity level: Low-medium

I don’t technically consider blogs to be a social media platform but they always seem to get tied into this discussion, so I wanted to address them here.  The number one thing to remember about blogs is that they are a LOT OF WORK, and that amount of work never really diminishes. When you start a blog, you are essentially starting the equivalent of a one-woman (or one-man) newspaper and giving yourself the job of creating all new content for it. You may think you have blog ideas aplenty, but will you still want to be writing new posts every week six months down the road?

There are a couple questions you should keep in mind when considering starting a blog: How much extra time do I have to write? Will my blog have a specific theme or focus? A helpful thing to do is to sit down and create a list of 20 blog post ideas, and see where that gets you. If you find this exercise fun and can’t wait to start writing some of your ideas up into posts, a blog might be a good platform for you. But if getting to 20 ideas is a bit of a struggle and you can’t see yourself doing this kind of thing for a couple of hours each week, a blog might not be right for you.

A big thing to keep in mind about blogs is that if you want to get the most out of your blog, the time demands go way past writing the posts themselves. It takes time and effort to build a blog readership, and requires a good deal of marketing. So if you begin a blog, you will also probably want to be on Twitter and/or Facebook so you can use those platforms to share your content – otherwise you’re just putting your great content into the black hole of the Internet.

That’s not to see blogs can’t be worth it. When done well, blogs give you a terrific platform as an author. There’s nothing better than writing a blog post you’re proud of and seeing it reshared in many different places. Blogs can help new readers discover you and can help you connect with readers, reviewers, and other authors. Just have a sense of what you’re signing on for before you start.

Bottom Line: Probably the most demanding of all the social media channels, blogs can offer a lot but should be started with an understanding of the work they will entail.

OTHER SOCIAL MEDIA PLATFORMS
Ah, to go back to the days when you could count the number of social media platforms out there on one hand! The fact that we now have Pinterest, Tumblr, LinkedIn, Vine, Instagram, and many others only seems to make writers more anxious about where they “need to be.”

When it comes to these more peripheral platforms—and I mean peripheral specifically in the context of online presence for authors—my advice is simple: have fun! Love photography? You might enjoy connecting with readers on Instagram. Love design? You might have fun making Pinterest boards inspired by your books. If you’re intrigued by a platform, try it out – there’s no rule that says you have to stay on it forever (though you should delete your account if you decide it’s not for you, rather than being inactive). Ultimately, all of these platforms are about the same thing: connecting with people. So if you want to be on any of them, make sure that’s what you’re getting out of it in the end, and that you’re enjoying the ride.

More Marketing 101 Posts:
What to Put on Your Author Website
Five Things to Do Before Your Book is Released

This post is part of an ongoing series at The Open Book answering questions about book marketing and publicity.

With the 2015 American Library Association (ALA) conference just around the corner, many first-time authors are probably starting to get nervous, wondering what’s in store for them. Going to your first trade conference, book event, or signing can be incredibly daunting. It marks a transition from the very private and solitary process of creating a book to the very public process of interacting with readers directly and getting your book out into the world. This is by no means easy, but being in a public space with your book can be incredibly rewarding. Here are a couple things to keep in mind as you make the transition:

1. Your primary goal should be to let people know about your book.  Signing at a well-attended event like ALA is as much about visibility as it is about book sales. Your goal should be to engage with as many people as possible to let them know who you are and what your book is about. Sales often come naturally out of this engagement; and if they don’t, don’t be discouraged. Many book sales don’t happen on the show floor, as most librarians and other professionals order books through their systems. But a good conversation with a librarian can lead to copies being ordered for his/her branches.

2. Have something to hand out with your information on it. Many publishers create bookmarks or postcards for new titles – you should ask your publisher before the signing what materials they will be bringing. If they are not bringing handouts, or even if they are, you may also want to create your own postcard or brochure with more information and your own contact information. If you are looking to build your school visit business, consider creating a brochure about what you offer. This is a perfect opportunity to spread the word.

3. Come up with a one-liner “elevator pitch” about your book. The most common question people will ask if they stop at your signing is, “What is this book about?” Even though you have labored over your book for a very long time, this is sometimes a hard question to answer if you haven’t practiced. Before the conference or signing, have friends and family help you shape a one-sentence quick description of the book that you can offer to pique the interest of passersby.

4. Share more if someone looks interested. Your one-liner should draw people in, but if they are lingering and paging through your book, don’t be afraid to offer more information. Tell them about the process, the research you did, or what inspired you to write this story. Ask them questions about their interest and to build connections (“This book is about a jazz musician. Are you a jazz fan?”; “This book takes place in California – are you from California?”). These lines may sound cheesy, but delivered earnestly they can form a welcome bridge to further conversation.

5. Don’t be afraid of the actual ask. If you’ve been engaging with someone for a while and they seem reluctant to put your book down, it’s OK to ask them, “Would you like a signed copy?” For some authors, this can be a little scary, but the more you do it, the easier it will get. Some people will say yes; some will say no. Remember that it’s not a judgement on you or the quality of your book either way. If they say no, follow up by handing them a postcard or brochure to take with them. That book sale may come at a later time.

6. When you are signing, be fully present – even during lulls. There are so many things going on at once during major conferences that competition is fierce, and you may well find yourself with a lull during your signing when no one is at your table. This is normal, and even very experienced authors sometimes face this. Don’t feel bad or be embarrassed – this is just a reality of book signings. During quiet periods, you can talk to the staff helping with your signing but be sure to stay open and receptive – i.e. don’t retreat to your phone, or turn away from the aisle. You never know when someone interested may wander past, and if you’re checked out, you will likely miss them.

7. One person brings more. It is a truth universally acknowledged that crowds breed more crowds. You may go a few minutes with no one at your signing, followed by a line of 7 or 8 people all at once. One interested person will attract others who are wondering what’s going on. Embrace this chaos. If you do have a crowd forming, respect the line and make sure you’re not spending too much time talking to any one person. If someone wants to have a long conversation with you, politely tell them, “I’m sorry, I need to sign for the next person but perhaps we can continue this conversation at a later point.”

For some great insights from the author end, I encourage you to read this series we asked experienced authors for their advice on planning a successful book signing:

How to Plan a Successful Book Signing Part I
How to Plan a Successful Book Signing Part II
How to Plan a Successful Book Signing Part III

Apart from these things, just remember to bring your lucky signing pen and you’ll do fine! The more events you do, the more comfortable you’ll get, and you may find that these opportunities to interact with readers inspire and motivate you as a creator in new ways.

More Marketing 101 posts:
Five things to do before your book is released
What to put on your author website

This post is part of an ongoing series at The Open Book answering questions about book marketing and publicity.

In our last Marketing 101 post, I discussed what to do while waiting for your book to release. One of those recommendations was to refine your online presence. Today I’ll drill down into more detail on that point, focusing on the place where your online presence starts:
your website.

These days, it is absolutely essential for any published author or illustrator to maintain a personal website. I repeat: it is essential!Using your publisher’s website as your online home base is not a good solution for a couple reasons:

1) You may have many different publishers over the course of your career, and there won’t be one place where people can see all your books.
2) Publishers won’t have room for all the information you’ll want to include.
3) You need to be able to update your website as often as you need to, without going through a third party.

Some authors choose to create their own sites, while some choose to hire a company to design sites for them (I would advise against having a personal friend build your website unless they are able to teach you to manage and update it yourself). This blog post has some great suggestions for how to build a site yourself. Of the DIY options, WordPress is probably the most popular free option, while  Squarespace is a good paid option that provides some additional functionalities like e-commerce. The most important thing to consider when choosing where/how to build your site is sustainability: will you be able to maintain and update the website easily on your own once it is built?

Websites can range from the very basic to the very complicated, but all author websites should include a few key pages:

• Bio and author photo. Every website should have an “About” section where people can learn who you are, where you’re from, and what inspires you. Offer more than what people can glean from flap copy alone. Some authors choose to offer both a short bio and a longer bio. We recommend also offering a link to a hi-resolution author photo that people can download for use in event promotions, reviews, etc.  If you’ve done any interviews, you should also post links to them here. Not only does this offer additional ways to learn more about you, but it’s a nice way of showing off some of the media coverage you’ve accrued.
• Books. No author website is complete without an UPDATED list of all your books. At the bare minimum, you should include the title, cover,  and a brief description of each book. For upcoming books, include a release date – and don’t forget to change the book to available once it is released. If you have space, you should also include some of the book’s positive reviews and any awards that the book has won. Finally, always include links for people to purchase the book directly: we recommend linking to Indiebound, Amazon, Barnes & Noble, and the Author’s Website.
• Events and Appearances. What kinds of visits do you do? What ages do you work with? If you have an education background or any special skills that make you especially good as a presenter, include them here. You may also want to ask contacts from past school visits if they are willing to write testimonials that you can share here.  You may even want to include a few photos or video from one of your visits. You don’t need to include honorarium information, but you do need to include a contact where people can learn more. If you don’t want to be your own contact, use a contact from one of your publishers for visit inquiries.
• Social Media and Contact Information. Links to any social media channels you use should be front and center on your page, so people can find you easily. Only link to social media channels you keep updated—if you only posted on Twitter once, two years ago, it’s best not to direct people there until you begin using the platform regularly. Also include a way for people to reach you: this could be through a general email address, a direct email address, or even through snail mail sent to your publisher at your attention. You can choose to be as reachable as you want, as long as you offer some way for readers to get in touch.

Those are the four absolute must-haves for any author website. Beyond that, there are a few other elements that I’d recommend including if you are able:

• Schedule/Upcoming Events. This is not a necessity, but some authors like to keep an updated list of the events they will be attending on their websites. It’s a great way to promote events you’ll be at and encourage fans to come out to support you, and it can also help generate additional event invitations. There’s one caveat: only add this page if you are going to keep it updated. There’s nothing worse than an author website that lists “Upcoming Events” that actually took place years ago.
• Resources. Some authors create additional resources to go with their books, but even if you don’t create your own, it is likely that someone else will. Your website is a great place to compile these so readers can find them. You can link to these resources on your book page, or create a separate page for them. Either way, making these resources available through your website will help educators who want to use your books with students.
• Email Collection. From the release of your first book (and even before that), you should work to build up your base of contacts. An easy way to do this is to create a place on your website to capture emails, where people can subscribe to receive updates on your work. Most website building platforms should have an easy way to do this. Building an email list can go a long way in helping you promote new titles when they are released.

Beyond these elements, the sky is the limit. Your website should reflect you, so feel free to include other pieces of information that you think readers would like. Whatever you do, your first priority should always be to keep your website UPDATED with your newest book information (even between books), so it doesn’t become obsolete.

Here are a few great posts with more information:
11 Author Website Must Have Elements (Your Writer Platform)
How to Build the Ultimate Author Website (In 1 Hour) (Tim Grahl)

And here are a few of my favorite author websites:
Pat Mora
Jennifer Torres
Paula Yoo
Monica Brown
Don Tate

Did I miss anything? Let me know in the comments!