Helen Dunn Frame
A famous writer is reputed to have quipped that writing a book is five percent inspiration and 95% perspiration. I would add that afterward the author in most cases must handle 100% of the promotion.
In years long gone publishers would assign an editor to fine tune the manuscript with the author, and at least help promote a book, even for a relatively unknown writer. Today the author needs to present a totally edited manuscript even to a traditional publisher and is expected to execute most of the promotion efforts, unless the writer has an outstanding track record.
The real challenge, no matter how a book is published, involves finding ways to promote it by traditional means such as at book signings; by new avenues, for example, social media, and especially by innovative means that require being especially creative.
After having two successful book signings for my first mystery at a branch of Barnes and Noble in Dallas, I asked the manager for a third one in June 2004. He said that the month was devoted to books dealing with weddings. Luckily I had written about a Greek Orthodox wedding in the book and was able to read about the traditional ceremony to attendees, thus fitting into the theme.
Since that experience, I put scenes in my books that might facilitate promotions. Remember the reason for including a possible promotional bit in a tome has to be plausible to the reader, not just stuck in illogically. In the first book, the couple met in Greece and married in a Greek Orthodox Church in the country. The protagonist Ralph and his fiancé in the most recent one vacationed in Costa Rica where he had gone as a child when his mother won a trip. He runs into a friend he played with, now a grown man, who wants to open a business in Dallas but needs a partner who is a U.S. citizen. Ralph wants to open a business, hoping by doing so he will avoid being investigated for his part in the scandal.
It’s important to think out of the box and to realize that authors cannot afford to be shy. For example, when I call a company for some reason, I manage to enthusiastically tell the rep that I write books and suggest they look me up on Amazon. During a trip to visit friends in Alabama I was invited to speak to a breakfast group where members were old enough for retirement. In North Carolina I spoke to members of a women’s group in a church about writing a book.
Every month an online forum I’m a member of has an “anything goes day.” I use the opportunity to write something of interest, perhaps about or from one of my books. I list the names of my three books that are available on Kindle and in paperback, and sign the posts with links to my Facebook pages for my books; website, and author’s page on Amazon. The rest of the month such promotion is prohibited. Last summer I participated in a book fair highlighting the United States in San Jose, Costa Rica and sold books while making friends with other authors, one of whom helped to edit my recent book and has offered to read my current manuscript.
Another way to get exposure for your creations is to review other writers’ books. Usually you can include a short bio and list your credentials with it. Get your books reviewed and look where you might be interviewed on others’ blogs. Rarely do I buy advertising, but when I do, I carefully determine that the venue is worth the money.
Years ago an associate claimed that business cards were the cheapest form of advertising. Every time he entered an elevator, he would turn his back to the door and hand out one to everyone on it. For authors, using a bookmark instead might encourage book sales. Authors still enclose these with their hard copies.
Try to sell your book in different shops, not just the obvious outlets. For example, an author of a book about his experiences traveling to nearly 100 countries sold it on consignment in a store that stocked travel related products. Travel agencies might use such an item as a favor. Real Estate companies and restaurants listed in a featured country might recommend it. You won’t know unless you ask.
Most importantly, if you get an acceptance, before proceeding, make sure to establish procedures and put all agreements in writing, making everything legal. Giving away something for free with purchase also helps. Buyers of my Costa Rica book simply email me at a special e-mail address for a password to download a free Moving Guide from my website. Having moved at least 30 times from within one city to other continents and having handled the PR for American Mayflower Moving and Storage for over four years when I also became a Certified Packer, qualifies me as an expert. The requests provide the start of a mailing list for future books.
Bottom line, it is important to do something to promote your book every day of the business week or every day if possible. It can be as little as posting on your business Facebook page. Mine is set up so that whatever I post is sent to Twitter and to my Website. My goal is to promote so well that all the books sell enough that I could give up my day job, if I had one.
Bio:
Helen Dunn Frame is an accomplished businesswoman (a commercial real estate broker in the Dallas/Fort Worth Metroplex, specializing in retail and restaurants, for example) whose professional writing skills, living in England, Germany, and Costa Rica; and her love of travel (in 50 
countries at least once where she gained an appreciation of the value of diverse cultures), have culminated in several books.
Many threads of Helen’s experiences have been woven into the intriguing fabric of GREEK GHOSTS soon to be followed by the second in the mystery series with a working title, WETUMPKA (Alabama) WIDOW. Living in Dallas during a major scandal resulted in SECRETS BEHIND THE BIG PENCIL. Expecting to update to a third edition this year, Helen advises Baby Boomers in her third book about RETIRING IN COSTA RICA or Doctors, Dogs and Pura Vida.
A graduate of Syracuse University (Journalism School), and New York University (Master’s Degree in Sociology/Anthropology), Helen has been published in major newspapers and magazines as well as trade publications in the United States, England, and Germany. She has edited newsletters and a newspaper and other author’s books, created business proposals for clients, and spoken to groups.
Links:
Website: www.helendunnframe.com
Author’s Page: https://www.amazon.com/author/helendunnframe.com
Facebook: https://www.facebook.com/RetiringInCostaRicaOrDoctorsDogsAndPuraVida
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