Self-Publishing Resources

Posted By Sue Collier on September 3, 2010

Now that I’ve got my own book out (The Complete Guide to Self-Publishing, 5th Edition), I have big plans to hit the speaking circuit. Although I have taught classes on self-publishing, presenting myself as a “speaker” is new territory. I thought it would be useful to write about what I’ve learned from talking with other speakers, including my coauthor Marilyn Ross.

As an author you are an expert on your subject. People will be anxious to hear your opinions of your work. Giving lectures and readings is one way to promote a book. It’s gratifying for the ego, lets you meet interesting folks, and—when done selectively—sells books.

Writers can find speaking engagements at church groups, the Y, PTAs, civic groups, libraries, women’s clubs, professional organizations, adult educational institutions, or senior centers. You might also consider giving in-store demonstrations if your subject matter lends itself to a commercial tie-in. Constantly have your antenna out for possibilities to plant yourself in the midst of potential customers. The more specialized, the better. Sometimes these contacts take a long time to develop, but when they ripen, look out!

To maximize your exposure, here are a few dos and don’ts. If sales are your goal, it’s a waste of time to talk about a specific subject (organic gardening) with a small general audience (the XYZ auxiliary). The few who would be passionately interested in your topic aren’t worth the effort.

Marilyn spent much of her career as a highly sought after speaker. She recommends that you be selective and accept only those engagements for highly specialized audiences or large groups where there is more likelihood that a reasonable number of sales will be generated.

Be sure to go armed with sales materials whenever you speak. Fliers with self-contained order blanks work well, as do business cards with your book cover on it (and your web address, of course). If you are donating your time, don’t hesitate to pass out literature, or at the very least have it available at tables. Some authors even manage to get fliers tucked into the next membership mailing. Make sure you have books with you. Display several of them.

Some authors give a small discount—perhaps 10 percent—to induce immediate sales. In any event, be sure to weave into your presentation that personally autographed books will be available afterward. It’s also wise to show the book a couple of times as you speak.

After the talk, ask the introducer to announce something like, “The speaker will be in the back of the room to autograph books.” This reminder is a good sales stimulator. People who have enjoyed your talk will want to take something of you home, and your book satisfies that desire. Appropriately enough, this is known as “back of the room sales.” Many authors have sold thousands of books this way; some professional speakers make more from their back of the room sales than they do from their lecture fees!

If you feel more comfortable in a classroom setting, you’re in luck. There are adult learning centers all over the United States and Canada seeking experts (you!) on an expansive range of topics. Find out who schedules classes at your local community colleges or universities and what they pay. There are many privately owned extended studies and adult education facilities, as well. These folks are especially open to your selling books at your classes.

A wonderful training ground for the novice is Toastmasters International. It has more than six thousand clubs around the country where you can get over your jitters. I joined this group years ago and found it is an extremely positive environment in which to hone your speaking skills.

If you’re serious about joining the ranks of those paid to speak, join the National Speakers Association (NSA) as soon as you’re eligible. It has three dynamite meetings a year where you can learn more in a couple of days than you’d ever imagine. The dues are high—and so are the rewards for the dedicated. Incidentally, if you are not yet eligible to join, NSA offers a “nurturing environment for emerging speakers who want to learn how to get started in the speaking profession.

Writing books and public speaking — as polar opposite as the two might seem to be — really do go hand in hand.

(Portions of this post have been excerpted from The Complete Guide to Self-Publishing, 5th edition, by Marilyn Ross and Sue Collier.)

Categories: The Complete Guide to Self-Publishing, author platform, book promotion, promotions, speaking
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