Stealth Book Promotion

A sobering fact of promoting your small press or independently published book is that it can seem like bookstore owners would rather endure a simultaneous tax audit, bikini wax, and colonoscopy than pepper their folding-chair-stuffed “conversation” areas with your latest work and, well, you. Nothing personal; as an unknown, they often consider you too great a financial risk. The bookstore doesn’t want to commit personnel or promotional funds on an author that might not draw a crowd or get stuck with a bunch of books they can’t return. It sucks, but that’s the way the world works at the moment.

Therefore writers have to get crafty about annoying everyone you know promoting your book sans retail establishments. Here are a few “outside the brick-and-mortar” ideas that just might work, or at least would be amusing to try.

Bookstore Ninja. This is fun and requires only a copy of your book, a camera, and an accomplice or two. Have an accomplice distract the salesperson by requesting an obscure book about the mating habits of the Madagascar Hissing Cockroach while you place your book on the shelf of your dreams and snap away. Post photos, like the one above I took at a certain large bookseller that shall remain nameless, on your social media. Feeling totally reckless? Leave it there.

Tricks With Tablets. This is another amusing attention-getting device which probably cheeses off the guys and gals at the Genius Bar and Geek Squad. If you’re in a store that sells tablet computers and e-readers and foolishly puts samples out for you to play with, casually pull up your book page and leave. Yeah, I know it reverts back, but if the traffic is heavy, some folks who might not normally see your book will get a glimpse.

Trainspotters. It’s so awesome to see people reading your book in public. When I do, I want to run up and hug them, if not for that nasty business with the restraining order. Know any regular commuters? Give them a copy of your book to read on public transportation. If you’re traveling with companions, sneak them a copy and take their picture as they read. Voila! Instant promo.

The Waiting Room Game. I’ll take “Two Hours of My Life I’ll Never Get Back” for $200, Alex. The doctor’s office. The dentist. The chiropractor. The DMV. A hospital library or waiting room. Slip a copy or two in with the magazines. Think of these copies as seed money. Even if someone walks off with your book, that’s still a reader, and a reader who might pass on your name to their friends. Bonus points if you tailor the drop-off location to your audience. Does Lassie save the day? Drop a copy off at a local pet groomer or vet’s office. Teenage mutant zombie/vampire apocalypse? Try the pediatrician’s waiting room. Comedy? Anywhere people are awaiting a stressful procedure. Try your local IRS or waxing salon.

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