Self-promotion or self-delusion?lower rungs of the ladder. Publicity is a business of contacts. As fea-
ture writers become editors, book columnists go national, and TV
producers move up to bigger and better shows, they may remember
you. Over the years you will also be building a resume, a clippings
file—perhaps even a "reel," an audio sampler of your radio spots or
videocassette of your TV spots.
All those things can be helpful later. Indeed, many national
media bookers will not even consider authors until they have seen
them on tape. Print media are also impressed by previous coverage.
Did you miss my passing remark about results? Be aware that
your efforts may not soon be reflected on your royalty statements.
That is why commitment is so important. Self-promotion is an act
of faith. It is for those with a sense of personal destiny.
It is also for the humble. If speaking to a small reading circle of
senior citizens at a town library two hours away is beneath you, stay
at your word processor. True self-promoters will speak to anyone,
anywhere, anytime. No booking is too small.
WHAT WORKS
Now, down to specifics. Assuming that you are sold on self-promo-
tion and have the required personality, time, money, and faith, how
do your formulate a plan? What actually works for novelists?
First, forget national TV. Forget satellite TV hookups. Forget four-
color posters and postcards and promotional videos (unless you
can get them done for free). And forget hiring free-lance publicists;
they work wonders but cost as much as a typical first-novel advance,
assuming a publicist would even be willing to take you on. To be
treated by the media like a famous novelist, you must first become
famous on your own.
That happens in slow stages. The first is local, which in time
becomes a springboard to regional media. To go national, you will
ultimately need lots of support from your publisher.
It is smart to start small. What do you write? SF? Mysteries?
There is your core market, your initial audience. Go where they go.
Locally, that means specialty bookstores and local conventions.
Line up signings and appearances. Coordinate with your publisher.
And always—always—send thank you letters.