Blah Blah Blah

Why authors hate promo as much as readers do

Given how much time authors spend on it—and the fact that you know we love our books—you might find it surprising, this claim that we hate promotion. I mean, since authors talk about their books incessantly, that must mean they love the “talk” process, right?

Yeah, no. It’s uncomfortable and weird. Worse, it’s distracting. It takes away from time we’d rather spend creatively.

But it’s necessary. If copies of my books sold themselves and I never had to say a word to make that happen, I could spend a lot more time (and more than my current 500 words a day) writing the next book.

Sometimes, an author gets lucky, and their book is an “It” book of the season. I had a mini version of that when Harper released The Bookseller in 2015. They put their top publicity and marketing folks on the job. They placed strategic ads. They got me fabulous interviews. I hired an outside publicist to help with social media, something I knew nothing about back then. The buzz, at least for a middle-aged, unknown author from Denver, was significant. It was one of the wildest, most exciting rides of my life, and I’m forever grateful I received a ticket to climb aboard.

It was also a damn short ride. Kind of like taking the subway to go a single stop.

The common perception is that once you get a deal with a traditional publisher, you can sit back and let them do all the promo—forever. Nothing could be further from the truth. Soon after The Bookseller pubbed, Harper moved on to their next “It” book. So, I learned to get in the trenches and keep up the buzz—because if I didn’t do it, nobody else would, either.

While I received publisher support for my subsequent two books, The Glass Forest and Denver Noir, the education I gained learning to promote The Bookseller on my own played heavily into getting the word out for those follow-up books.

This time, with Anyone But Her, I’m indie publishing, which means it’s all on me. Fortunately, I can build on the wonderful connections I’ve made over the past decade—librarians, members of the media, book clubs, and more. Still, promo is a nonstop task, and often I feel like I’m shouting into the void.

But I keep shouting. Because readers only know about a book if someone tells them about it.

Every author I know goes through this. All of us would rather be writing, but we all know that promo is part of our job.

That’s where you come in.

If you love a book—any book, not just one of mine—please review it online. Please tell your friends and your book club. Ask your library to carry it.

Reach out to the author (most of us are pretty accessible), tell them you loved the book, and ask what you can do to help spread the word. When I get asked that question—which I always answer promptly and with concrete, easy-to-implement suggestions—it refuels me. It reminds me why I keep going.

Thank you. We truly could not do this without you.

---

Taking it to the Streets

If you’d like to help me spread the word about Anyone But Her, I’m currently adding members to my street team, which is consists of enthusiastic readers willing talk up the novel—via social media, posting online reviews, or anywhere else you want to spread the word—when it releases on September 17th. This is an easy and fun thing to do, and I can set you up with a free ebook so you can start reading Anyone But Her today!

If you’re interested in joining my street team, please message me. You can also email me at cynthia.swanson.news@gmail.com. Thank you!

As a thank-you to all my subscribers, I’m also giving away two advance reader copies of Anyone But Her to two lucky subscribers of The What If Journal. No need to do anything to enter—if you’re a subscriber, you’re automatically entered. Winners will be announced in the next issue of The What If Journal.

---

What If We Create? What If We Connect?

I’m still writing! The word count for my WIP continues to go up...slowly, but up.

I’ve also given the book a new working title—which I’m not going to share, because I’ll probably change it again. Or not. Either way, I keep titles close to the chest during this early part of the process.

To keep me going, I find inspiration from authors like George Sanders (Story Club), who was recently asked, “What is the purpose/utility of stories in our culture today?” It’s a good question, and I think the answer varies for each of us.

Personally, I believe stories are about connection. We’re all wired for story, and the biggest joy I receive from the storytelling process happens when another human truly connects with what I’ve written. In the same way, when I read another author’s words and can’t stop thinking about them, I know connection is occurring.

What do you think? What purpose do stories—those you read, those you write, those you connect with—serve in your life and in society in general?

---

A New York Minute (and a Colorado One)

New York was fabulous! More pics are on my Instagram, but here are just two…the Chrysler Building (which I’d never been inside before) and the High Line—a bit of tranquility in the City.

After returning from New York, one of my sons and I escaped to the mountains for a few days. Quite a contrast!

---

I hope that wherever your travels have taken you this summer (even if only to your own backyard), you’ve enjoyed yourself, relaxed, and are ready for fall.

I know I am!