Many people see themselves as future authors, and increasing numbers are publishing their own books, especially now that self-publishing is an easy option.
Previously, I have shared what I hope are useful ideas about getting one’s book published and promoting it efficiently. Most recently, I wrote about how I spent a minimal amount of time turning someone who was unaware of my most recent book into an evangelist for it. I noted in passing the importance of evangelists to spur word of mouth interest in books, ideas, and organizations.
This begs the question, who are book evangelists and what do they do? I have always tried to support books and music that are meaningful to me and that I thought would interest others. I have stepped up my efforts to promote books I like since I began writing them myself after a decade-long gap. When I do so, I employ techniques that make sense for me, while always being on the lookout for new ideas. Sometimes those new approaches come from the wonderful self-appointed evangelists for my recent books.
So, what can someone do who reads a book, is touched by it, and wants to help get the word out? Here are a few ideas that I have seen work:
1. Contact the author and let them know how meaningful it was to you and why. Getting a message from a reader can be an intensely gratifying experience for an author, and motivate them to step up their own promotion activities. Granted, some authors make contacting them easier than others. But increasingly, it’s fairly easy.
2. Promote the book on social media. Sometimes, while reading a book I will tweet about chapters right after finishing them. Others post something after they finish a book, or have had time to apply what they learned from it. Readers should do what they are most comfortable with. Every little bit helps.
3. Post reviews on Amazon.com and other bookselling sites. These really help turn someone browsing for their next book into a buyer and reader, which can lead to a new evangelist getting involved.
4. Tell your friends about the book when you see them, email them, or contact them in any other way.
5. Suggest that book clubs pick up the title. People who regularly read books are often some of the most influential and active word of mouth promoters, and members of book clubs are a great place to find such people.
6. Offer to host a book party for the author in your home or some community center, which they can attend in person if feasible, or join remotely if that makes more sense.
7. Suggest that organizations in your community, or that you have influence over, host the author to talk about their book. These can be service clubs, universities, grassroots organizations, churches, and more. Ideally, they will allow the author or a local bookstore to sell the book. If it is a virtual event, as so many are today, share the link to buying it online in order to make it easy for attendees to purchase it while its merit is fresh in their minds.
8. Suggest that companies, nonprofits, and other organizations host the author for a lunch-and-learn talk. Some medium-sized and large companies host such events to boost employee morale and even buy books in bulk to give out to the first people who sign up.
For their part, authors should treat their evangelists as worth their weight in gold, and do everything feasible to appreciate and support them and their efforts.
Feel free to post other ideas for supporting authors and books below!