Book Marketing 101: Part Three

Though I live in the San Francisco Bay Area, I’ve discovered the value of doing readings while visiting in different locations. Usually, bookstores aren’t interested in having authors read at their venues unless that person has a following in the area. The conventional wisdom is that readings are more productive in areas where we have family, friends, or acquaintances. That might be true in some instances, but there are exceptions, particularly in small towns where there isn’t much cultural activity outside of the local bookstore.

That’s why I decided to book events while spending a week at Sea Ranch, a coastal community in Mendocino about three hours from my home. I first contacted the only bookstore in Gualala, a tiny town just a few miles from where we were renting a house. I was surprised at how enthusiastic the owner was about reserving a late Saturday afternoon slot during our week in the area. He told me that the venue has a healthy clientele of mostly regulars but also of those visiting the coast. Since there isn’t much entertainment locally, many residents are eager to attend something out of the ordinary. The owner also recommended that I contact the Point Arena library, a half hour drive further up the coast. And he put me in touch with Peggy, the host of one of the local radio stations so she could interview me.

I followed up and was delighted when Julia at the library signed me up for the Sunday afternoon at the library series. She was also eager to offer her usual visitors an inspiring talk and/or reading. I had planned to frame my discussion of Fling! with a talk on “The Magic in Magical Realism.” Again, Point Arena is another small town whose inhabitants are hungry for enriching programs.

Each of these venues did a great job of advertising its event with flyers, notices on their websites, and postings in the local papers. I happened to pick up the Coastal Observer when I was there, eager to read the local news, and was amazed to find a quarter page write up about myself, something I didn’t expect.

While I was at Sea Ranch, KGUA, the public radio station, did a 25-minute interview with me that featured my upcoming readings and allowed me to give extensive info on myself and my work. I later learned there is another station in Gualala, KTDE, a commercial one, that also would have interviewed me if I’d contacted them, which I will do in the future. In addition, I discovered that authors should submit some sample questions beforehand to the station so the interviewer has material to work with.

This experience helped me to broaden my horizon for doing readings and giving talks. Intimate rural towns can be great resources. They often are hungry for the kind of events that big city residents take for granted.