Why I Push My Backlist

As an author you quickly learn that a big part of your job is marketing. Once you are published you are no longer just a writer - you're a promoter, marketer, social media director, and even a traveling salesman. Many of us aren't well-suited for standing behind a table and hand-selling our books at events, but it's a skill you must learn if you plan on doing many events.

Hand-selling becomes easier as your backlist deepens. When I was a debut author with one title on my table - and, only in hardback for the first year - I might sell 7 or 8 copies at an event... and that was a good event. If post-apocalyptic survival wasn't your bag, I didn't have anything else to offer you.

This remained true for my second release, IN A HANDFUL OF DUST, as it was a companion novel to NOT A DROP TO DRINK. However, now that DRINK was out in paperback, readers were more likely to take a chance on a $10 paperback and a writer they weren't familiar with, rather than shelling over $18 for a hardcover just out of curiosity.

It gets easier.

Now I've got a table of titles. I can push DRINK & DUST to readers as young as 13, because they don't have the content that my newer titles do.

I snag older readers - and many, many adults, with A MADNESS SO DISCREET. Do you like mysteries? Historicals? Serial killers? Asylums? I've got all four right here, with a gorgeous cover that makes for an easy sell. And if I'm in Ohio I always add that it's set in Athens, home of Ohio University.

No matter where I am, THE FEMALE OF THE SPECIES continues to be my best seller, even though it's only available in hardback at the moment. Teachers, librarians, booksellers, reviewers and bloggers have already done the work for me. I have readers arrive at my table knowing what they want already. And if you're not familiar with it I'll tell you it's a rape revenge vigilante justice story... so it's either right up your alley or it's not.

If you're a fantasy reader I've got GIVEN TO THE SEA fresh off the press, its eye-catching cover stopping many people who would normally pass on by. In my experience as a librarian, you either are or are not a fantasy reader, so I don't have to push that one too hard. I simply say if you like fantasy, check this out, place it in their hands with the back cover facing up so they can read the summary - they're either going to jump or not.

With this array - and more to come - I'm easily moving 50 to 60 copies at events now. Yes, it helps that I have established readers and a fan base now, but at many of my recent events I was out of state, and my returning fans tend to be Midwesterners. When I've got a reader new to my work in front of me, they often ask what's the best one to start with, and I invariably hand them NOT A DROP TO DRINK.

It's a good introduction to me - sparse, brutal, and honest. But it's also got the least amount of objectionable content, so I can hand it to a reader unfamiliar with my stuff as a way to dip their toe in the water. DRINK released in 2013, and continues to sell for me. When I'm asked which titles I want stocked at events (most cap your table at 5 books, some at 3), I always make sure DRINK is listed. It's a reliable stand by, a safe book to hand to a younger reader or a parent or grandparent looking for a gift.

And of course, it's my debut. The fact that it continues to find new readers makes me happy, and it's out there doing its job - introducing people to me.

Kathleen Burkinshaw On Making Swag That Works

Most authors will agree that the creative part of the job is where we excel, the business and marketing side, slightly less. It’s lovely when the two can meet in the form of SWAG – Shit We All Generate. I’ve invited some published authors to share with us their secret to swag… little freebies that can sell a book longer after the author is no longer standing in front of a prospective reader. In order to create great swag, you have to be crafty – in more ways than one.

Today's guest for the SWAG is Kathleen Burkinshaw, author of THE LAST CHERRY BLOSSOM. Kathleen enjoyed a decade long career in HealthCare Management unfortunately cut short by the onset of Reflex Sympathetic Dystrophy (RSD). Writing gives her an outlet for her daily struggle with chronic pain. She has carried her mother’s story her whole life and feels privileged to now share it with the world. Writing historical fiction also satisfies her obsessive love of researching anything and everything.

Finding something that represents your book and hasn’t been played out by a million authors before is difficult. What’s your swag?

Bookmarks are not a novel idea (sorry for the pun), but the stunning cover art for The Last Cherry Blossom (Thank you Katy Betz), looks fantastic on my bookmarks. I sent them to my publisher to have at their tables at conferences since they wouldn’t have my ARCs there prior to my pub date. I also printed postcards with the cover, a blurb, info to order book, and my social media info. For my book launch I ordered cherry blossom fans that had the book title on it, also lip gloss with the title on the top-I found these on discounted wedding supplies websites.  In addition to that I bought blossom candy molds that my friend and I used to make pink blossom chocolates. Discounted party supply stores made this affordable.

How much money per piece did your swag cost out of pocket?

The fans were the most expensive($4 each), so I only used it during my NC launch and my New England launch for raffle, or special thank you gifts. The lip gloss was $1 each. The cherry blossom candies were inexpensive (plastic molds were $4 each and the candy melts were $2 a bag which makes a lot), and also a big hit. I also want to share that Shutterfly does freebies every so often and through that I have ordered magnets of my book cover, a notebook, and a tote bag-all for just the price of shipping. It’s been a great way for me to purchase extra SWAG without breaking my budget.

Do you find that swag helps you stand out at an event? 

It depended on the event. My bookmarks and postcards sometimes draws them in at conferences. When I’m presenting at a school, I’ve signed them for students and that has gone over well.

What do you think of big item swag pieces versus cheaper, yet more easily discarded swag like bookmarks?

I think that the larger swag items are great for a giveaway or may attract them to your table for your book, but it’s not something that I can afford to do all the time. However, the postcards can go a long way. When I’m presenting at a conference, I put the time and room of my presentation on the back of my postcard and hand them out. So that way, they may decide to come to my presentation and they have info to order the book. So even if they can’t attend the session, they know about my book. I have increased traffic to my presentations and sold books that way. It also is one of the least expensive items because I designed it myself.

What’s the most clever / best swag by another author?

Pins for a back pack or bag seem to be popular. One YA author had pins related to her book and I loved that.

And the biggest question – do you think swag helps sell books?

Yes, especially when marketing to schools. The postcard for TLCB can be used to send invites to signings, as a thank you, or as an introduction to my book at schools and libraries.

Why The Little Events Can Make A Big Difference

As an author it's hard to balance your time spent writing against your time spent promoting. Most of us get into this business because we like to write, not because we're salespeople and want to sit behind a table trying to hand sell our books.

It's a package deal, so you learn what events work best for you.

I tend to say yes to everything, even things I know probably won't be lucrative. I have reasons for this, and I explain in this month's podcast roundup.

As always, if you find the podcast helpful, rating and reviewing on iTunes is much appreciated!