Fuck You, Pay Me #9: How to Promote Your Book Without Going Crazy
My memoir at Powell’s Books, Portland, OR | Photo credit: Kevin Sampsell
This is part 9 of “Fuck You, Pay Me,” an ongoing series of posts on writing, editing, and publishing.
You wrote a book! Congratulations! That was the easy part! Ha-ha, just kidding. Oh, wait, no, I’m not. If you live under a rock, you may not have heard that these days publishing houses are very, very busy and can only do so much when it comes to promoting the book you wrote. That’s where you come in! If you want anyone to read your book, you better figure out how to promote it. Not good at promoting stuff? Too bad. Don’t like to promote your work? Tough shit. Would rather hire an independent publicist to promote your book for you? Good luck finding a good one for less than five figures to push your book properly and well to all the appropriate media outlets with no return on investment guaranteed. Luck for me, I was a book publicist a long time ago, so that helped when my memoir, Data Baby: My Life in a Psychological Experiment, came out last fall. (Read more about my book here.) Here are a few ways that your book can get visibility in a crowded marketplace and some strategies and non-strategies that worked for me. Will these avenues and strategies and non-strategies work for you and your book? Who the fuck knows!
The Publisher Did It My memoir was published by one of the big publishers. This has its upsides and downsides, some of which I’ve written about in previous editions of Fuck You, Pay Me. I was paired with a publicist at my imprint. One of the single most important things your publisher should do for you is get galleys of your book to Publishers Weekly and Kirkus Reviews. These trade reviews come out before other reviews and probably before your book comes out. They’re important because everyone in the book business reads them and also because they’re the first thing you can use in your own book promotions. My book got a starred Publishers Weekly review and a Kirkus Reviews review, and I used quotes from those reviews to promote my book on my website and across my social media platforms. If you find sharing positive reviews of your book challenging, pretend You the Author is a consulting client you’re working with and you’re promoting their book for them.
Publishers Weekly: “Unpicking thorny questions about determinism and the ethics of human experimentation, Breslin attacks her subject with verve and wit, resisting woe-is-me solipsism without defanging her critiques of the study that rocked her life. It’s gripping stuff.”
Kirkus Reviews: “An intelligently provocative memoir and investigation.”
Networking Did It Because I have been a writer a long time, I know a lot of writers. That came in handy when my book came out, and my publisher sent out review copies of my book to people I know who are journalists. In one instance, that led to a two-page spread in The New York Post. This feature came out about a month after my book did and generated a sales spike. It also involved a photo shoot, which was fun to do. If you don’t have any writer friends, you should think about making some. They will be of use when your book is published. If you don’t have any writer friends or the writers you attempt to befriend spurn your efforts, you can send fan letters to writers about their work and see if they’re interested in checking out your book because it aligns with their professional interests. Please bear in mind that writers are busy, so if they don’t write about your book, it’s nothing personal.
The New York Post: “Breslin had long been aware she was a ‘human lab rat,’ in her words, but it wasn’t until adulthood that she started to wonder what it was all about.”
The Agent Did It That same month, my memoir was selected to be the December pick for actress Emma Roberts’ Belletrist book club. This opportunity came through my agent at CAA, who is amazing. Belletrist is a celebrity book club, they promote your book throughout the month, and they have you do various things on their platform, like create a video of your personal library and write about your favorite literary things for their newsletter and also do an Instagram Live interview. It was such a cool experience. I got the chance to connect with readers who had spent a lot of their developing years online and since my book is about, among other things, not having a private life, it was very relatable for them. By this point in the promoting one’s own book process, I was getting a bit more in the flow of things, and I had reached a certain point of resetting the bar, which is to say not everything you do to promote your book may be up to your perfectionist standards, but at least you are out there doing it, dammit.
Belletrist: Here’s the interview with me and Emma and Belletrist co-founder Karah.
A Book in Motion Did It According to Sir Isaac Newton’s first law of motion: “A body remains at rest, or in motion at a constant speed in a straight line, except insofar as it is acted upon by a force.” One thing you may discover while promoting your book is that while promoting it may or may not get easier over time, the book may develop a motion of its own. The Belletrist stuff happened in December, and in early January my memoir got a great review in The Globe and Mail, which is basically The New York Times of Canada. A couple weeks later, I got an interview request from CBC Radio’s “The Current,” which is, like, let’s say, the NPR of Canada. The interview I did with “The Current”’s host Matt Galloway was fantastic, and they had me record it at the NPR West studio so the audio quality was excellent. When this interview aired, it led to a sales bump, which was nice. I definitely felt like this was Newton’s first law at work, with the book club leading to the review leading to the interview. If I told you that you can feel when something is generating its own momentum, would you believe me? I ain’t lyin’.
The Globe and Mail: “If, as Socrates contended, ‘the unexamined life is not worth living,’ then Breslin is living hers to the fullest. Lucky for us, she’s written a thought-provoking, ridiculously propulsive book about it.”
The Current with Matt Galloway: Here’s the interview with me and Matt.
Serendipity Did It The amount of stuff I’m leaving out of this process is sort of ridiculous because I spent a huge amount of time pitching my book to many media outlets which led to various other things, but I’m just trying to highlight a few of them here. One thing I did myself was pitch my book to The Los Angeles Times Festival of Books, which is in the city where I live and the biggest book festival in the country. By happenstance, someone at the festival shared my book with a woman who was to be moderating a festival panel that would be a fit for my book. That woman and I were on a TV show together years ago, so thanks to serendipity I’ll be on that panel at the Festival of Books later this month. I’m really excited about that. All of which is to say, pitch, pitch, pitch away, because you just never know.
The Los Angeles Times Festival of Books: “These writers share thought-provoking research and personal experience on everything from the role of female bodies in human evolution, to the gaps in medical knowledge about female reproductive systems and a 30+ year lab experiment about human personalities, and finally how all of this plays into the dolls we make to represent women. Though their stories differ, these writers are all experts in one extremely difficult field: being a woman.”
The other thing I would like to add is that—well, a few other things. I wrote my own press release for my book, and I could probably write a whole other post about that. Also, there was a lot of struggle over not having full control over this promotions process that involved the publisher that was very challenging that maybe I’ll talk more about at a later date. Additionally, I would highly recommend that you create a page on your website—if you don’t have a website for yourself, I don’t know what to tell you other than get one—that’s about your book or books and all the reviews and promotions and speaking engagements and such. I created mine here. If you let things sit here and there on the web, no one is going to see that. If you put it on one page and update it regularly, more will come from that. For example, my memoir was published five months ago, and I have more speaking engagements and interviews this month than any other previous month. Keep flogging it or nurturing it or pushing it, and it will start to spin forward of its own volition.
In closing, I guess I didn’t really directly tackle the how to do all this without going crazy part, but I should talk about that in a future post. All I know is that for me it’s all about control, and if you don’t believe you have control, you are controlling one thing: your own wrongheaded delusions about control.
If you liked this post, buy my book. If you liked my book, write a review of it on Amazon or Goodreads or the social media platform of your choice. If you’re interested in interviewing me or having me speak at your next event or querying me about promoting your book or other creative project, contact me.
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