How to Promote Your Work Without Being Pushy

For many, the primary goal at a writer's conference is to get their work in front of agents and editors. There are usually first-come-first-serve appointment slots available, and there are also more organic opportunities to meet these professionals, as well. Ashley wrote a fantastic post about pitching last week, but I wanted to expand on that fine line between promoting yourself and being pushy.

Now, I know all of our Alley readers are decent human beings with the best intentions. But sometimes nervousness and introvert overcompensation can cloud our judgment, and my hope is that we can find a healthy balance between the natural tendency to undersell ourselves and giving our work the visibility it deserves.

Allow me to demonstrate (pretty please).

At my first conference, before any of us were agented, some friends of mine and I approached an agent to thank him after a really informative panel. None of us even had the intention of pitching to him at that conference, but he ended up talking with us for at least thirty minutes at the bottom of an escalator about several different things, including what we write. It was such an excellent conversation!

And then this woman we didn't know approached, eyes zoned in on the agent, hovering uncomfortably close to us for a few minutes until he finally--reluctantly--made eye contact and she felt it okay to interrupt. This is not the way to get someone's attention. In fact, this is pretty much a surefire way to get an agent to tell you to email an assistant at best and flat-out reject you on the spot at worst.

In my experience at conferences, working commission retail, pitching authors to media outlets, and even what I learned mattress shopping tonight, there are better ways to promote your work than being pushy. Because I want you to be bold and own your talent without banishing yourself to no-man's land.

1) Form some kind of relationship before you begin to sell. Whether you get seated next to an agent at a conference meal or you're meeting the professional for the first time at your 15-minute appointment slot, briefly talk about something else to break the ice. A favorite book they edited, a client they represent, something he or she said in a class or panel. Anything to ease into the conversation and calm your nerves. Don't wax poetic and waste half of your allotted time, but don't immediately launch into your pitch without silently establishing that you respect this person as a human being and not just a means to accomplish your goals. Rule of thumb: remember to consider it a conversation.

2) If you have to be negative about something else to sell yourself, you're doing it wrong. Remember that authors, agents, and editors are often friends with each other even if they've never worked together. It's a very small world in publishing, so make sure your focus is on the positive aspects of your work and what you have to offer them. Make sure you're not stepping on someone else's face to get a leg up. Or else you're no better than the political candidates spamming your mailbox with hate mail every election season.

3) Use discernment. Pay close attention to nonverbal cues, tone of voice, posture. I'd venture to say that generally you shouldn't pitch to someone unless it's invited. Though chance pitches are successful occasionally -- my critique partner got a full manuscript request from her agent at the hotel bar -- it's best not to catch a professional off guard, engrossed in something else, or when he/she is clearly clocked out for the day.

4) Remember that your pitch sets the tone of what kind of person you'll be to work with. Be confident in your work and show them you're serious about publication without being arrogant. Take advantage of this opportunity to highlight the key, sellable aspects of your book with boldness. And make sure to keep it real. Agents and editors have heard about many life-changing, ground-breaking, sure-to-be bestsellers, so that aspect alone will not sell your book :)

A gracious, confident conversation will, on the other hand, give you the best chance for success!

Have you had successes or failures pitching to an agent or editor at a writing conference? Will this be your first time? Let us know in the comments!

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Laurie Tomlinson is a wife and mom from Tulsa, Oklahoma, who is passionate about intentional living, all things color-coded, and stories of grace in the beautiful mess. Previously a full-time book publicist, she owns a freelance copywriting, editing, and PR consulting business. 

She's a member of the American Christian Fiction Writers and received the Genesis Award in 2013 (Contemporary) and 2014 (Romance). 

Her work is represented by Rachel Kent of Books & Such Literary.

You can connect with Laurie here:

Facebook - AuthorLaurieTomlinson

Twitter - @LaurieTomlinson

Web - www.LaurieTomlinson.com

How to Be a Good Guest

So excited for my first post as an official AlleyCat! What my introductory “interview” didn’t mention was my background in book publicity. In over seven years, I’ve scheduled media appearances, coordinated bookstore events, and organized blog tours for authors. I could write an entire post filled with ways these bright and brilliant personalities have, to put it frankly, behaved badly.

But instead, I’m going to share three ways you can be a good guest in your promotional efforts so hopefully you’ll get invited back :)

1. Above all, be gracious.  Whether you’re J.K. Rowling or a pre-published author with two Twitter followers, don’t get delusions of grandeur. If someone is hosting you, he or she is doing you a favor by giving you the chance to connect with a new audience.

Don’t act like you’re above an appearance or unhappy to be there. Because any hint of this in your tone can translate poorly for future opportunities, even with other outlets. Don’t be demanding. Ever. (See what I just did there?) Low maintenance guests who make a contact person’s job as easy as possible are much more likely to get invited again.

And do your best to make sure all of the stipulations you previously discussed with the contact person are met in a timely manner with excellence. Turn in your article or arrive at the designated place on time if not early. Don’t stray from the agreed subject matter or pull any fast ones. Even if you discover the people you're working with are difficult, only you are responsible for your behavior and the way you choose to react. 

If you know your heart isn't into an opportunity enough to give it your very best, don’t commit to it in the first place. But if you do, see it through and be gracious. Always write a thank you note.

2. Give back to your audience. Hopefully you or your marketing team have created room in the budget for strategic giveaways that will capitalize an appearance’s exposure. If you haven't reached that point in your career, do keep that in mind! While published authors typically give away books, promotional materials, and packages of keepsakes that fit with their stories’ themes, if you’re not published, you can give away a book in your genre (Hint: Make sure to tag that author when promoting your appearance!), a service you provide such as design or editing, or even practical non-book-related items that fit with the brand you’re trying to create.

Food is also good if you’re appearing in person. Food is always good.

While tangible giveaway items can be beneficial, I’d argue that some kind of takeaway knowledge is just as valuable to your audience. Is the overall focus of your “spiel” self-serving, or will your audience be better for it? What can they learn from your education? Your experience? Your mistakes? 

It’s important to have a good grasp on how your appearance is not only accomplishing your personal goals, but how it’s making your audience better, too.

3. Interact with your audience. Granted, this doesn’t apply for radio or TV spots unless the Q&A format is supported, but for appearances online or in print, make sure you check for comments and respond to the legitimate ones (graciously—see #1). End with a question or call to action that will encourage dialogue and make you more memorable. 

People love talking about themselves. It's just the way most of us are wired. Your audience will remember someone who seemed invested in what they had to say. You don't have to make a bunch of new best friends or anything, but do make sure your appearance is two-sided if possible.  

GIF by disneylatino.com

And in everything, be professional but beeeeee yourself. Unless you’re just a terrible human being, in which case, do what the sweetest person you know would do :) But seriously, there’s a huge difference between a strong hook and tacky shock value. Always choose genuine and classy over shock value. It’s just the right thing to do.

These rules are important to keep in mind whether you’re an author, business, or anyone with a message or product to promote. Hopefully if you’ve been given the platform to reach a new audience, you’ll capitalize on it in a way that's beneficial for you and them, also keeping the opportunity open in the future.

What have your successful guest appearances been like? Have you ever worked with a difficult personality before?

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Laurie Tomlinson is a wife and mom who writes stories of grace in the beautiful mess. When she's not writing, she enjoys car singing, baking, and going on adventures with her husband and little girl. 

Her first book won the 2013 ACFW Genesis Award (Contemporary), and her second is a current finalist in the 2014 Genesis Contest (Romance). She is represented by Rachel Kent of Books & Such Literary.

You can connect with Laurie at www.laurietomlinson.com or Facebook.com/AuthorLaurieTomlinson.