Masterminding an Indie Book Launch

Getting books into the hands of readers is what every author wants, and there continues to be a persistent misbelief that it’s somehow easier or more efficient or more straightforward when you publish with a traditional publisher. Writers tend to think, in fact, that a traditional publisher will pretty much do it for them, but unless you land a big, fat juicy advance, or happen to be named Stephen King or Michelle Obama, this is simply not true.

I had the great good fortune to coach Amy in the writing of this novel. She had been struggling with writing a memoir about her experience as an adult survivor of childhood cancer, and was feeling pulled to put the story into a fictional format so that she could examine the healing power of friendship. The Cast (the group of friends in the book) is inspired by 40 people from 10 families who supported Amy and her family when I was sick. She says, “I wanted to write a book that paid tribute to the dedication of good friends. I created a smaller group because, well, 40 people is just too many characters to follow in a novel!” The story of how they have helped her over the years was the one that was calling to her.

You can’t get into someone else’s head in a memoir, can’t dramatize events, can’t change timelines to make a more interesting story, and she was yearning to do those things. As an award-winning journalist, Amy knew all too well that you can’t make things up in memoir and she was feeling constrained by that boundary. I helped her make the shift to fiction, figure out a structure that could contain her story, and write a first and second draft. Through all that work, she never veered from her vision. It was a remarkable thing to witness.

Amy: Yes, I submitted the book for the awards. SparkPress gave us a list of awards that we could consider but it was on me to actually do the work and submit everything. I did some research online about the awards I thought I might be appropriate and looked up the past winners. I also looked at books/authors I admired who have written novels in the same genre and took note of which awards they won.

Amy: SparkPress had a list of recommended publicists. I interviewed a few and chose Ann-Marie Nieves at GetRedPR. I really liked her. Plus, she happens to live here in NYC and was able to hook me into local networking events in addition to the larger broadcast and social media world.

Jennie: How far out did you start working on your PR?

Amy: I interviewed Ann-Marie last winter and then we started working on the campaign in the spring (around March or April).

Jennie: You are doing quite a number of bookstore events. Did you find any resistance from bookstores to the book being independently published? This is such a big concern for people considering hybrid or independent publishing. It is often harder to get bookstores to agree to carry your book.

Amy: I think the fact that SparkPress books are available for bookstores to order through Ingram helped. Some stores still wanted to work on consignment so I purchased a bunch of books directly from the publisher and am going to bring them into the bookstore.

Jennie: All the graphics for your book (like the one, above) are so beautiful. Who did those for you?

Jennie: What’s next for the marketing plan?

Amy: I’m doing a bunch of radio interviews and some podcasts. I have a book tour lined up for the next few months mainly in New York and two events in Chicago. We are working on possibly doing events in Boston and the Washington, DC area as well. I was told I needed an Instagram account and to be active. I’m not at all a social media person but I’m learning that it is a very effective marketing tool. I cringe every time I post on Facebook or Instagram and don’t do it nearly as often as I probably should, but I’ve decided to be selective with my posts and do what makes me feel comfortable so I’ve been posting here and there but not all the time.

Jennie: How does it all feel???? Your first novel?

Amy: I’m very excited to have the book out there and to get people reading and talking about it. I love hearing the feedback. BUT I am also very nervous to get out there and promote at these events! I find it so ironic how writers tend to be introverts and enjoy working alone but are then expected to host these book signing events and get out there and travel and promote for months on end! So far, I’ve been really happy by the reception The Cast has received. I put my heart into this book so it’s nice to get positive feedback.

Jennie: Are you going to write another???)

Amy: Yes, I would like to write another book. In fact, I would like to write a sequel to The Cast. I feel there is more to some of the characters’ stories. I would shift the focus though onto some of the supporting characters and make them the main characters of the next novel. But I haven’t started writing yet. Just ideas jotted down. I need to get through this promotion first and then I can focus on it!

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