One surefire way to get a book out there is for the author to embark on a public speaking campaign. Authors who engage in public speaking get more attention for their books. Some authors have single-handedly propelled their books to bestseller status by traveling and speaking across the country on an ongoing basis.
Even if an author doesn’t have the ability to travel and talk a lot due to other life commitments, don’t overlook this important aspect of book marketing. Authors who are willing to participate in a few talks will develop a loyal reader base and increase the sales of their books.
Starting
A good place for authors to start talking about their book is through local bookstores and libraries. Many bookstores (especially Borders and Barnes & Noble) will offer short author seminars for their clients. Libraries do this too. Authors who take advantage of these opportunities can sell autographed copies of their books after these events and increase their sales.
Nonfiction authors usually have a built-in topic to talk about. However, authors of children’s books and fiction can create opportunities to speak. For example, children’s book authors can volunteer to read their children’s book at a bookstore or library during National Literacy Month (September). An author of a young adult fiction title may volunteer to lead a short fiction writing seminar for teens at a local library. Mystery novel authors can take advantage of Barnes & Nobles’ October mystery month. These ideas are just a few of the many opportunities that can be created for authors to schedule talks to promote their books.
While building a public speaking business takes time, public speaking can be profitable for authors undertaking this aspect of their book marketing campaign. Initially, authors in general will need to speak for free and use each entry to sell books. However, once a public speaking business is established, authors can begin to charge for their public speaking services.
If an author has no prior public speaking experience or is afraid of speaking in front of a group of people, consider training for public speaking by reading books on public speaking or taking classes. A good place to gain knowledge and confidence when speaking in public is by joining a local Toastmasters club (www.toastmasters.org).
Secure speaking engagements
Speaking commitments must be cultivated and pursued. Opportunities only fall into the lap of those authors who have built the talking side of their profession over time. Most new speakers will have to spend time cultivating speaking engagements.
All kinds of events have authors as speakers. Authors can seek speaking engagements by identifying specific events and groups targeting their book’s target audience as potential venues to speak. For example, a book on healthy dating habits for teens could lead to talks in middle and high schools, as well as church and community youth groups.
When an event or group has been identified as a potential place to speak, the next step is for the author to contact the group organizers and submit a biography of the author and a talking point with a synopsis for their consideration.
Summary
How many books can you sell through talks? The number depends on the event, the speaker, and the audience. Whether your book sales are three hundred or three hundred, remember that every engagement to speak is exposure. And the exhibition builds on itself to produce future book sales.