Perhaps especially as someone who has published fiction and nonfiction in literary magazines, with university and indie presses, in newspapers, online and in e-book format, I have a love-hate relationship with books like this. But Norm Schriever's book really strikes me as one of the best, most enjoyable advice-on-the-new-world-of-publishing books even though it's exhausting to contemplate how many options and imperatives exist for authors to promote their work, whether they are backed by a publisher or not.
What's good about this book is that it is clear and practical. Schriever knows the ropes and how to grab hold of them. The problem is that writers sometimes are writers because they're introverts, and it does not always sound like fun to be Tweeting away, blogging away, making trailer-like promo videos, interviewing oneself, and/or calling on the local mayor.
Nonetheless, Schriever does compassionately emphasize that book promotion has to be an opportunity to meet people and have discussions with them--not pressure them to buy something-- or it won't work. His stance is that selling is not what it's about--making contact is what it's about, letting readers know you're there for them if they're interested is what it's about. The sales will follow, and they won't come from bludgeoning one's best friends and relatives; they'll come from self-selecting folks out there who are hunting for information, insight, advice, and literary experience. These folks, the true committeds, are the ones, Schriever persuasively contends, who will make or break a book's success in the marketplace.
Some of Schriever's key points:
Twitter is a dynamite way to get attention.
You have to be the best curator of your own book, know its theme and subject cold, and be willing to talk or write about it whenever and wherever.
Authors have to have web sites and their web sites have to have links to points-of-sale and some appealing blogging, which should be single-subject and to the point. Photos make a big difference. Music can, too.
The whole point of ancillary social media (Facebook, Tumblr, etc.) is to funnel folks to the author's website and from there, possibly, to a sale. Sounds like a lot of work but much of what the author produces can be used again and again: bio, short synopsis, long synopsis, blurbs, etc.
My most gratifying blogging practice is writing reviews like this, which I then post on my Wordpress website and which in turn is buttressed by my Amazon author's page and a link to my Twitter and Facebook accounts. I gather this is sort of medium-okay. It would be better if I tackled more topics head on, and it would be even better if I did so via Huffington Post. Well, we'll see. I've published feature pieces in the Washington Post and L.A. Times and Die Zeit, but the idea is that there are no laurels in the new publishing world, which is to say you've got to keep pumping things out.
But again,Schriever advocates exactly what I would advocate were I writing his book. The idea isn't to sell X copies; the idea is to instigate an indefinite number of encounters. To me this sounds sustainable. What I like about Goodreads is that it's a site for readers, people who care enough about books to share their thoughts. That's excellent because writers write to share, obviously, as well as to press themselves to articulate as well as they can what they find meaningful in life.
A point Schriever makes towards the end is that the new publishing technologies mean writing has gone global, it's a post-national cultural reality. To me, that's great. It's like landing on a new planet...and just in time.
P.S. (And this is a true P.S.): No sooner did I post this review than I saw it in finished form with a pop-up ad for Schriever's beside it. To me, that's a little much, but it's a good indication of how closely he follows his own advice.