A blog tour is where your book features on a different book blog every day for a week or two. Content will range from a review of your book, to a guest post from you, the author. This content will then be shared on social media. 

Some publishers will run a blog tour for you, usually in the lead up to publication day. They will liaise with bloggers, get dates sorted, let you know any content you need to write, send out your book (physically or digitally) and chase bloggers.

Often your publisher's publicity team will sort this. Sometimes, they will pay a blog tour organiser to arrange it all. 

If a publisher isn't doing this, authors can choose to pay a blog tour organiser to run one themselves. The cost is usually a one-off fee of under £100. You could just run one yourself but this can be a challenge without the contacts and experience.

(A note: this isn't to be confused with people who charge to do reviews of your book, something that is frowned upon and red flagged by the likes of Amazon.)

The question is, are blog tours worth it for authors? I don't just mean if you pay to have one organised, but also in terms of the time spent writing guest posts and sharing content on social media. 

My answer: in terms of actual sales, probably not. In terms of brand development, yes. 

Let's delve a little deeper by looking at book bloggers. I think they're great! Their enthusiasm, support, professionalism and dedication for authors is amazing. They can actually be a lifeline for authors. A community to hold onto when an author feels unloved, devalued, alone. 

And damn, they work hard! Many bloggers spend a huge amount of time drafting posts, scheduling blog tours, liaising with publishers and authors, and publicising their posts. Most do this in their spare time, while holding down a job. And all for the 'payment' of a free book. Hours of work for less than a tenner, basically.

Thanks to bloggers' enthusiasm and hard work, if a blog tour is done well, it can result in a lovely buzz around your book. But even with all that online excitement, can you guarantee all those blog posts will reach beyond the publishing world bubble?

My first experience of a blog tour was when my debut novel, The Atlas of Us, was published back in 2014. It was organised by my publisher at the time and played a big part in their marketing strategy. I spent hours writing content for book blogs, doing interviews, organising a virtual book launch and more.  The resulting 'buzz' on social media was amazing. Such an ego boost. Plus I got to 'e-meet' some amazing book bloggers. It made my debut experience extra special. 

I was so pleasantly overwhelmed with the response, I began to dream it might be reflected in lots and lots of sales. So I was confused when it didn't go straight into, say, the Kindle top 100. 

But looking back, the people who shared any blog tour content online were doing so to a follower base mainly made up of other book bloggers, publishing staff and authors… not necessarily the people who would actually end up buying my book. 

Before I became a full-time author, I worked in PR and social media for many years. I learnt one of the biggest challenges publicists face is getting messages ‘outside the bubble’.
 
So a social media campaign can appear to be hugely successful because it gets lots of engagement and shares on, say, Twitter. Mentions of your book bounce back and forth between people, generating an exciting cycle of retweets and likes, creating a real ‘buzz’ in the air.
 
But the truth is, that message might never quite penetrate the walls of the echo chamber to reach the people that count… the ones who might actually buy the product you’re trying to promote. 
 
The book world is a great example of an echo chamber. This is for the loveliest of reasons: the community is truly one of the most supportive I know on social media. But the evidence the buzz created from a blog tour converts into actual sales isn't easy to come by. 

This can be because it's hard to drill down into the specifics when looking at web stats.  Authors can ask bloggers to use trackable links, like bit.ly or Amazon affiliate links, to see how many people have actually visited their book product page from a blog page. Affiliate links will even show you if that visit converted into a sale. You can keep an eye on Amazon rankings and see if there's an obvious jump after a blog post is publicised. You can check your own website stats to see how many unique users were referred to you by a blog post. 

Simply asking readers can be useful too. I did a poll in The Reading Snug group I run on Facebook to find out. A tiny proportion said they read book blogs but that might be because I don't engage with book blogs as much as I used to. But the authors I run the group with do so who knows?

Of course, it can depend on genre too. I think if I wrote, say, fantasy, book blog tours would be more likely to feature.

What's telling is that authors and publishers are running less blog tours. Bloggers simply don't have the time any more. Publishers aren't always seeing the sale benefits. If a publisher does run them, it's usually more an author relationship exercise to show they’re fulfilling the publicity side of the deal. 

So while blog tours aren't always the best sales generating tool, book blogs themselves can be excellent for building content and connections in the community which in turn can help build brand recognition. 

Remember I mentioned word of mouth as one of the main ways of drawing attention to your book? Book bloggers can play a big role on this. If a blogger loves your book, they can be your best advocate, talking about your book at reader events and to any influencers they meet. I know one author who got a film deal after a book blogger gushed about her book to a film producer she met. 

Blogger reviews are a great source for blurbs too, those lovely sentences of praise that appear on your book’s product description and inside the front cover.  Not to mention the fact the professional bloggers will make sure they add their reviews to platforms like Amazon and Goodreads. 

Then there's that buzz of reading a great review of your book and seeing it mentioned on social media. It’s a fab ego boost! 

Finally, you should never underestimate the value of content. It can be used as an asset on social media for years to come (if it’s not too dated) and the more content you as an author have online, the more likely you are to appear in searches.
 
They key is to weigh up the benefits against the time or money spent. I'm aware of several authors who have spent a considerable amount of time writing content for a blog tour to then feel disappointed when they don't see a notable uptick in sales as a result. If you're busy or you just don't enjoy writing anything other than novels, it's important to know you shouldn't feel you have to take part in a blog tour. There are many ways to connect with book bloggers, whether that be through offering your book for review or simply connecting on social media, ways which take up less of your writing time but still mean you can support the community and they in turn can support you. 

It's all about weighing things up, asking the right questions and not saying yes to everything. 
 
Next time, I’ll be discussing whether sending out hundreds of free books via platforms like Netgalley is worth the effort...

Today, my seventh and latest novel Wall of Silence reached the milestone of 50,000 units sold in the first two months of publication. That doesn’t include the huge number of Amazon Prime members who had the opportunity to download it for free before it was published. Overall, the number of people who have Wall of Silence on their Kindles, whether paid or downloaded for free, blows me away and is highlighted every day by the many many messages I receive from readers.  
 
I don’t share this to boast (okay, maybe a little bit). Fact is, many will have seen much better figures than this. Many will have seen less. 

I share this milestone with you because honestly, I have been on one hell of a rollercoaster the past few years and I want other authors to understand this milestone in its context, rather than just throwing it out there... and maybe you'll learn a little something along the way too. 

So some background. My debut novel The Atlas of Us came out back in 2014. It got some lovely reviews and sold OK. A year later my second novel, My Sister's Secret, rocketed to the top of the overall Kindle charts and has sold hundreds of thousands of copies since with foreign deals around the world. Similar for my third novel, No Turning Back.

But then my fourth novel, Her Last Breath, came out in 2017 and sales floundered. Since then, until now, sales for my books haven't been much to write home about even though I think the two books that followed Her Last Breath - The Lost Sister and The Family Secret - are the best books I've written. 

Fact was, I was in book sales free fall. Many other authors who had great sales in the 2013/14 boom have also seen a slump as the bubble began to burst a little (for those who don't know, the 'boom' was when ebook sales really came in their own as some more savvy authors and publishers began to understand the value of ebook price promotions before everyone caught on). But I felt it was more than just that and was worried the decline would just continue.

But it didn't, thanks to Wall of Silence bucking that trend.  

So what helped? Three things: 
 
1. A hook
2. Changing publishers
3. Promotions that actually work
 
Let’s tackle these one by one.
 
A hook
 
When Her Last Breath didn’t sell as well as the last two, I thought long and hard about it until I came up with what I thought was the reason: my writing had gone too dark (I blogged about it here). 
 
So I thought if I returned to the character and emotionally driven approach of my first two novels, I could see great sales again. But while I did see an improvement in sales for my next two novels and great reviews too, sales were still so-so. I won’t go into detail but basically, they’re the sort of sales which don’t invite an exciting milestone email from your publisher. The kind that lead to those regular sales update from your editor (if you get them) dwindling after a month.
 
That’s fine, it happens. But three books in a row with no clear upward trend in sales? Alarm bells went off for me. When you write commercial fiction like I do, it can mean book deals (home and overseas) are harder to come by... or not at all.
 
(Side note: sorry if you’re an author who's in that position now. I feel for you, I've been there, but it’s the hard truth. Read on for tips.).
 
So I realised something needed to change. What was selling well? I did some research and I realised what connected bestselling novels in dark women’s fiction was a strong hook.
 
Take the hook of Sunday Times bestseller Our House by Louise Candlish:

When Fi Lawson arrives home to find strangers moving into her house, she is plunged into terror and confusion.

Or big seller The Rumour by Lesley Kara:

When single mum Joanna hears a rumour at the school gates, she never intends to pass it on. But one casual comment leads to another and now there’s no going back...
 
So easy to sum up in a sentence. I realised my next novel absolutely had to do the same. It had to be summed up in a sentence that was so enticing, so thrilling, that perspective readers would just have to read it.
 
So that’s how I came up with the idea for Wall of Silence:

A mother comes home from work to discover her husband stabbed, their three children standing around him. Which one did it?
 
This didn’t mean compromising my value or ‘writing to numbers’. Great characterisation and the best writing you can muster are always just as important. But it all needs to start with the hook… the promise of a story.

What else helped?
 
A new publisher
 
Now onto publishers. My previous publishers are wonderful. I will always recommend them. They are a savvy caring professional bunch who helped me create two bestsellers and took a chance on me with my debut. They have done wonders for so many authors.
 
But I began to wonder when my sales started dwindling: maybe it was time for a change? Maybe getting a new publisher would be that nudge I needed.
 
I’d had my eye on Amazon Publishing for a while. Yep, Amazon has its own publishing arm offering many of the advantages of a trad publisher – an advance, an editorial team. More info here: https://amazonpublishing.amazon.com/
 
I’d seen what they’d done for authors like Imogen Clark and Teresa Driscoll, and the unparalleled success of programmes like their First Reads programme. And which other publisher could have the kind of insight they have into what makes a book sell?

I told my agent I only wanted to chat to them, plus my current UK and US publishers, about my next book.
 
You might wonder why I didn’t look at other publishing imprints, especially those that would give me a much better chance of being placed in supermarkets and bookstores like Waterstones. My answer? Honey, once you’ve done one shelf, you’ve done them all. 
 
In other words, I got the whole ‘ooooohhh, there’s my book on the shelf!’ vanity trip out of my system yonks ago. Truth is though, no matter how lovely that all was, those supermarkets and physical bookstore sales hardly make me money. Whereas even before I was published by them, Amazon as a retailer was where I found the bulk of my readers. So why not be published with them and get the advantage of their insider knowledge? 

I've also learnt since setting up the Savvy Writers' Snug for published authors on Facebook that the big glitzy imprints don't always treat their authors the best.
 
So I was delighted when the Lake Union imprint of A-Pub offered me a two-book deal... and now I’m even more delighted with how it’s gone. It’s not just the fact they’ve helped me get to 50k sales (though it does help), it’s also the fact they have…
 
1.Great vision for my novel (they knew exactly where and how to target my novel)
2.Encourage author collaboration with detailed pre-publication questionnaires and involvement with front covers and titles
3.They have a dedicated author relations team for any niggly questions
4.Each book goes through intense and detailed editorial round with a dedicated structural editor alongside your main editor (and this shows as my reviews have been fab) 
5.Awesome programmes for promotions (First Reads is the nuts)
6.Access to live sales figures
7.Monthly royalties statements with money paid quickly (NB. I've already paid my 'very nice' advance off and learnt from my most recent April statement that I earned five figures in royalties)
8.They don’t faff about with pointless publicity
 
Promotion that actually works
 
On that last point…
 
I learnt the hard way that cover reveals, blog tours, hours of social media and more don’t really make a difference to the bottom line: sales. In the past, I’ve spent far too much time writing guest blog posts and getting het up about cover reveals. Sure, it doesn’t harm. You get a nice buzz off these things, other authors see your name, you accumulate content you can use for future posts. But is the time spent on it all worth the sales you get as a result?
 
Sorry but I don't think so. 
 
Often with these things, you’re talking into a bubble of the same people, not your readers. Unless you get a piece in a national magazine or newspaper, or a really high traffic website, I don’t think blog tours and cover reveals sell books. Publishers seem to be cluing up on this too with less and less of these promotions around nowadays.
 
So now, rather than focusing my time and energy on launch publicity, I concentrate on building a long-term rapport with my readers. I guess in marketing terms, this is about creating ‘brand loyalty’. How do I do this? I run a Facebook group with two other authors and post regular engaging content on my Facebook author page. I’ve found my publicity focus – Facebook – and I stick to it.
 
The main thrust of my launch publicity comes from my publisher. In Amazon's case, it's using all the tools at its disposal to bring my latest novel to the attention of its vast customer base. Those tools are promotions like First Reads, Kindle Daily Deals and more.

These are things that make a real difference which you can see in actual book sales (literally... when I check in on my live data, I can see what a difference it makes when I'm on promotion and not). 
 
Some might argue why the hell I’d want to  ‘devalue’ my work by giving it away for free (First Reads) or at a reduced price (Kindle Daily and Monthly deals)?
 
My answer? Exposure. Huge exposure.
 
Let's take the First Reads programme as an example. This programme gives Prime Readers the chance to download Kindle books for free in the month before they're due out, or get the paperback at a reduced price. New novels by A-Pub authors can be put forward for this (at this stage, this isn't open to other publishers). If an author is lucky enough to be chosen, it means their ebook will be free to Prime Readers for a whole month. All readers signed up to the programme receive an email alerting them to the new deals that month. There are no figures about how many subscribe to the programme but it must be in the hundreds of thousands,  maybe more, judging by the downloads I got for Wall of Silence that month. 

Maybe some authors reading this feel it might devalue their work, giving their books away for free. But the truth is, as someone who's been on the programme, it has exposed me to a whole host of readers who may never have heard of me before. These readers downloaded my book, most left great reviews, many sought me out on social media and should now be hooked enough (I hope) to pay for my next novel which they will quickly learn about as they now follow my social media accounts and have signed up to my enewsletter.
 
It also gave me more exposure on Amazon. First Read books can appear on the main rankings so usually shoot up the charts as Wall of Silence did, hitting the overall number one spot in the UK and number 2 in the US, meaning when Wall of Silence officially published on 1 April, it remained in the top 10 for a while (you can see how consistent sales have been from the graph at the end of this article) and garnered lots of paid downloads as you can see from this 50k milestone I'm celebrating today.
 
It will be interesting to see what happens with my next novel, Circle of Doubt, which is due out in Jan 2021. Will these healthy sales continue? Or will this be a one hit wonder? I’m hoping the new exposure will create a sense of momentum for future books as well. Only time will tell.
 
But what I do know is that I’m going to make the most of this 50k milestone in a career that has been a rollercoaster of emotions so far. After all, when the good times come, as we've all learnt the hard way lately, it's important to revel in them, right?

I hope you’re doing ok during this worrying time.

The Savvy Writers’ Fest is in early May. It looks like Covid-19 will still be causing challenges at this time.

I’ve therefore come to the decision to cancel the event.

I may think about turning it into a virtual festival. If I do, I’ll let you all know.

All attendees should have been emailed about this but do get in touch if not. 

That revered and wise tome of the 21st century, Wikipedia, defines midlist as:

Books which are not bestsellers but are strong enough to economically justify their publication (and likely, further purchases of future books from the same author)

Oh don't you love how they add 'further purchases of future books' like it's an afterthought and not the sole indicator of whether we can enjoy a long term career or not! 

If we look at backlist sales in mean average terms, the majority of authors will fall into the midlist author category. You might think you're lowlist, but if you're still selling books and have a chance of continuing that in the future, I'd put you in the midlist. 

Authors can jump from one list to the other. While I have been at the top of the digital bestseller lists, even then I was no JoJo Moyes or Clare Mackintosh (still hope to be!). So for the sake of argument, let's just agree I'm currently a midlist author and while the seas for me are calm at the moment, things feel like they could change any moment. 

Setting goals is an interesting one for us passengers on the midlist boat. There are things to celebrate from the previous year. For me, I got three offers on the table from publishers and decided to move over to the Lake Union imprint of Amazon. Not all midlisters are lucky enough to stay in contract during this super competitive time so it was a highlight, for sure, and means I'm currently in a reasonably stable position. 

It wasn't an easy decision to make. I was worried by making such a move, I'd be rocking the boat and end up falling into alligator-filled waters.

And yet I couldn't resist taking a peek at Highlist Island. You know the one I mean. Nope, not that one with the botoxed lips and guitar string bikinis. The one with the authors who have parties thrown for them by their publishers and hotel room walls papered with gushing national newspaper reviews as they chill on the beach with their laptops, secure in the knowledge they'll be writing full-time for quite a few years.

As a midlist author, you often find yourself treading that fine line between taking risks to try to get onto that island or just sitting quietly where you are, grateful you're not yet one of the ones struggling to keep afloat. 

That makes it difficult sometimes to make goals. But I believe there are three goals you can make: 
- one that keeps you secure in your boat
- another that works towards getting you over to Highlist Island
- Then a final one which could allow you to hitch a lift on a completely different boat  all together 

Here's what I mean... 

1. Stay secure in your boat by making the most of that side hustle

Most midlist authors don't make enough money to write full-time, or if we are able to write f/t thanks to reaping the benefits of a bestseller or two in the form of ongoing royalties and foreign deals (like me), you still have to take it year-by-year. Unless you get another bestseller, that money could well run out. 

So side hustles are important to keep you afloat. And by side hustles, I mean using those skills you have - usually writing, or PR, or designing websites or teaching others - to top up your coffers. As long as it's creative and enjoyable and NOT your office job, then it's a step towards gaining control of your working life and tilting the balance in favour of being a full-time creative. 

Me for example. I've been helping my brother's awesome business out with social media. Just a few hours a week but I've been loving it. 

Then there's my Savvy Writers enterprise, this blog and related activities. It was never set up as a side hustle, more pure desire to support my fellow authors. But inevitably, with the Savvy Writers' Fest I'm running in May for published authors (more about it here) there is the potential to make a little money (though in truth, that money will all go back into Savvy Writers).

2. Aim high by doing all you can to get a bestseller

It's important to never lose sight of the end goal that benefits all writers: sell a shit load of books, whatever format those books are in. 
​
My next book Wall of Silence is due out in April. It's a milestone for me as it'll be my first book published by the Lake Union imprint of Amazon Publishing after my previous six books were published by HarperCollins.

Why the move to A-Pub?

It was simple: I want another bestseller. Specifically, I want to get the same kind of royalties I enjoyed with my biggest selling novel, My Sister's Secret. In fact, I want to surpass that (dream big, remember).

I came to the logical conclusion The Zon would offer me the best chance of that thanks to their insider knowledge, mammoth marketing machine and the fact I get a better share of royalties (not to mention fluffy reasons like really connecting with my editor and loving their vision for my novel).

Sure, it was a risk. I've stood up on that midlist boat and it's rocking slightly. But it's a risk I need to take if I want to get over to Highlist Island. Or more accurately, it's a risk I had to take to ensure I didn't find myself in shark infested waters. 

3. Enjoy a detour on Hybrid Haven 

Hybrid Haven is a small cruise ship (have you tired of my shipping metaphors yet? Good, because I haven't!). It's sailing alongside the bloody mammoth Self-Publishing Cruise Ship which is reallllly busy and very confusing. There are lots and lots of authors shouting very loudly around this ship as they flail those shark infested waters. But those on the ship are working diligently and doing good stuff, just like on Hybrid Haven and many of them are over on Highlist Island already, doing their best to help other authors, especially those on the Lowlist paddle boat and Midlist boat too. 

I have toyed with the idea of checking Hybrid Haven out. There's an urban fantasy series that's been swirling around my mind, a dystopian book or two as well. The reason it appeals is it would mean I don't have all my eggs in the traditional publishing basket (or should I say all my ducks in the traditional publishing tanker). Maybe it's something you could look at too?

Okay, enough with the  oceanic metaphors! Time to sign out. I have a deadline after all!

Frankfurt Book Fair is taking place this week. It’s one of a handful of fairs, like the London Book Fair, where editors and agents from around world meet up to chat books. And yep, that could include your book too.
 
The ultimate aim of these fairs is to sow the seeds of a book deal in territories where you haven’t yet sold your rights. This is exciting for us authors as it means there's potential we might see our books published in another country, which in turn means gorgeous new covers and lovely new emails from readers around the world! And, of course, the chance for extra streams of income.
 
So what are the ins and outs of rights deals? Let’s delve in…
 
Do I even have rights to sell?
 
To find out, look at your contract with your publisher. So if you’re a UK author, that could be a UK & Commonwealth deal, World English Language or World All Languages.
 
If it’s a UK & Commonwealth deal, that means you’ve retained a lot of rights, meaning you or your agent can negotiate deals around the world in different languages, including English in territories like the US.
 
If your deal is World English Language, while your publisher will have the rights to any English language editions of your novel (eg, US), you will have retained the translation rights so could get translation deals overseas in different languages.
 
If you have a World All Language deal, you’ve handed all your rights over. Your experience will depend which publisher you're with. Some will have a great dedicated rights team, others will just let your rights sink without a trace. 
 
What kind of advance can I get if my rights are sold overseas?
 
Advances can range from the hundreds to the hundreds of thousands. The smallest deal I got was three figures. The biggest deal I got was a good five figures.
 
How much will I see of that advance?
 
If your agent has negotiated a deal, then they will need to take their commission for their work, usually 20% (the standard for US, translation and film rights).
 
If your publisher sells rights, your share of the advance from those deals will firstly go towards earning out the advance they paid you. Once that’s earned out, your share will be paid to you, with your publisher taking 15%-25%, and your agency taking their commission too. 
 
It's usually recommended you try to retain as many rights as you can because some (maybe most?) publishers just don't do much at all with all the rights they have. It will depend on which publisher you go with. If you have an agent, this is something they can advise on. Sometimes it's hard to turn a worldwide rights deals down though, especially with the larger publishers who will offer World All Language or nothing. So it’s something you need to consider and discuss with your agent if you have one before you accept an offer.

If you don't have an agent, contact the publisher's other authors to learn about their experiences when it comes to world rights. Ask the offering publisher pertinent questions too: do they have a rights team? Will they do all they can to sell your worldwide rights? Will your book be taken to the main book fairs? Can they point you in the direction of one of their authors who did really well when it came to those world rights? 
 
On top of all of this, you have to think about taxes. It’s a complicated beast and there are many considerations to take into account when it comes to overseas tax. But an agent will always do their best to help you navigate all that!
 
​
What about royalties if I earn my advance out? 
 
Your share of royalties for print editions will usually be lower than what you are used to. For example, you could get as low as 5% on trade edition royalties. But often, these deals will be negotiated in a way that the more books you sell in that country, the higher that percentage gets.
 
Ebook royalty share tends to be the same as what you’re used to: 25-35%. Like here in the UK, there are some publishers who follow a low advance / high royalty model, especially in the US (having said that, digital publishers are wanting at least World English rights more and more so you might not have US rights to sell).
 



​

​I don’t have an agent. Can I sell my rights to overseas territories?
 
Sure, you can submit to publishers if they take direct submissions. But this becomes difficult when there are other languages involved. Do you speak that language? Do you know the laws of that country so you can expertly glance over the contracts? What about tax issues in those countries? For me, this is one of the many reasons why agents are an essential part of the process, presuming the agent you have has a solid track record in selling translations rights.
 
If you’ve already got a deal in your home country yourself, then you might find an agent willing to help with translation deals. But it can be tough to find one who will only deal with this side of the business.
 
What happens if my book is ‘taken’ to a fair?
 
I asked Thérèse Coen, the rights director at my agency Hardman & Swainson, about this. She said:

'The main focus of fairs like the Frankfurt Book Fair are an opportunity for agents to meet new editors, and to catch up with editors they already share authors with. They’re a great chance for agents in particular to get a sense of a publisher’s plans, plus what is and what isn’t doing well in certain markets. While there is still plenty of pitching going on for existing and future submissions, deals nowadays are rarely made at the actual fair. ‘Hot new debuts’ for example will usually sell before and after the fair.' 
 
If your book is featured in some way, first it will appear in your agent or publisher’s rights guide, a magazine-type guide to all the rights they’re selling. Your representative, whether that be your agent, your agent’s rights director, an agency dedicated to selling translation rights or your publisher, will then attend a series of thirty-minute meetings.
 
Thérèse gave me a great insight into these meetings:
 
‘We fill our schedules from Tuesday to Friday with back-to-back meetings. If we’re meeting an editor we’ve not met before, they will talk us through their list, tell us what kind of books they publish, what has been working well for them and what kind of books they are looking to buy. We will then pitch the books to them which we think could be suitable for their lists.
 
We will meet with editors who publish all sorts of genres so will be pushing the books which we think will work for them. There’s no point pushing a successful romcom to an editor who focuses on crime. So really, our job is to tailor our meetings to make sure we pitch the right books to the right editors.
 
If we know the editor we are meeting already, then we might catch up on publication plans for existing shared authors, talk about books we’ve already submitted to them and get their feedback on those. They will also tell us which books or genres have or haven’t been working in their country, and what they have been buying.’
 
How long after a fair will I hear if I’ve got a deal?
 
Deals can happen any time of the year, regardless of book fairs. But Thérèse did give some insight into what happens after the fair: ‘We submit books to editors in the form of pdfs (or occasionally hard copies) along with any other useful information, such as reviews, sales figures, author bio, prize wins and so on. The hope is that all this work will then lead to an offer from the publisher. It can take days, weeks, months or even years to hear back from editors proving book fairs are really just the sowing of the seeds.’
 
It's true! My second novel My Sister’s Secret was taken to fairs before it published, some nearlys but no bites. Then it hit the number one spot on Kindle, and sold really well, giving my agent a selling point at FBF that October. A few days later, I got an offer from Germany and then one from Italy, with even more since including a Portuguese deal over two years later.
 
Is there any way I can improve my chances of getting a deal?
 
The same as any deal really: write a bloody good book and don’t put editors off with any nasty skeletons in the Google closet (by that, I mean no politically incorrect blog posts and so on). Good sales figures, endorsements, positive reviews, and winning prizes all help. 
 
But even these can’t guarantee deals overseas. In fact, I know some amazing novels which haven’t had much luck getting deals abroad, even ones that have attracted big advances and sales in their home territories. Some of my novels haven't had any overseas deals! It’ a strange old business.
 
It doesn’t harm to be proactive with your agent though, if you have one. If your novel sells really well or you’ve won a prize, for example, it’s certainly worth asking your agent if they’re going to use that fact to chase editors or pitch your novel to overseas editors.
 
Thérèse has some advice on this: ‘It’s important to see it in this way: translation rights is a bonus, it’s a wonderful thing to have and a lovely surprise when it comes through, but given the slightly random nature of it, it’s not worth beating yourself up if you don’t get a translation deal.’
 
This is so true. It’s always a lovely surprise when I get an email from Thérèse, not just because she’s a lovely person but it might mean news of a new deal I never expected. So the seeds may be sown at the fairs, but it could be a while before you see them grow into beautiful fragrant deals!

Here’s hoping…

When people dream of becoming an author, one of the images that springs to mind is that lauded book signing. Imagine the scene: you’re greeted by a bookshop manager who leads you to a mahogany table as she gushes about your novel. As soon as you sit down, a queue of readers will form and you’ll barely notice when people you know pop by, beaming in proud at how very popular and authorly their friend is.
 
Then comes the book talk at your local library. They think you’re so ace, they’re even going to charge for tickets and put some nibbles on! Naturally, those tickets sell out within just a few days of being advertised on the library noticeboard and when the day itself arrives, you’re greeted by a room of readers eager to hear all about your road to literary success.
 
Yes, this exactly how it happens… right?
 
Hate to burst the bubble but na, sorry. Unless you’ve just won Love Island or your initials consist of a J and a K, then chances are, the main emotions you’ll feel as you look back to your book signing or talk will be complete humiliation.
 
Sure, there are exceptions but for most authors, not just debut authors but established authors too, events like these are usually a humiliating and lonely experience. I hear this again and again. It’s the norm, a rite of passage in a way. A little hint of the anti-climatic moments that will sometimes dominate your writing career.
 
Like one author who had a minus one attendance at their library talk as the librarian couldn’t even make it. Or another author who had a delivery of random books plonked in front of their signing desk so hardly anyone could see them.  
 
The truth is, most authors will be lucky if more than a couple of people turn up. Often the book staff aren’t prepared for your arrival. In fact, your books may not even have arrived! As for selling actual books to anyone but friends and family? You’re having a laugh, right?
 
Talks at libraries can be worse. Even publicising it for weeks in advance or including wine and nibbles don’t shift many tickets.
 
My advice? Don’t bother with events like these. They’re not worth the preparation time, the nerves in the lead-up and the dent to your fragile literary ego.
 
But if you must, here’s some advice…

1. Have the right mindset

 
I always bang on about mindset, don’t I? But what I mean in this case is don’t see your signing as a chance to sell lots of books or introduce your ‘author brand’ to a bunch of new readers. Instead, see it as an opportunity to meet bookshop staff and get some great pictures for social media. Even better, bribe family and friends to come along to create the illusion of a crowd around you for said pictures. This is what I did! Thank god for large families. I also invited a friend and my mum to take it in turns to sit with me so I wasn’t there alone.

1. Join forces with other authors

 
Contact other authors who have a book out the same month as and do it as a joint event. I’m not saying this will attract more people but what it’ll definitely do is help you connect with other authors and have a laugh with them in the process (addition of wine always helps with this too). Plus you have the advantage of appearing on your author pals’ social media timelines and therefore, get the attention of their followers too.

1. Create a live event from it

 
If you’re doing a talk, then have someone film it so you can live stream it or make a recording of it for future use on social media… making sure you don’t show the empty seats! This way, it doesn’t feel it’s a waste of time and you’re actually creating some content from it, like with the photos of your signing.

1. Find a ready-made audience

 
If you’re desperate to hold an event, I find that reading groups and clubs like the Women’s Institute can be a different story as you won’t be the whole event, but you’ll be part of a bigger meeting so people will be there already. Again, as long as you don’t see it as a book selling exercise, simply sitting in a room drinking wine and talking about books can be reason enough to do something like this. Same goes for appearing at literary festivals.. Many people will have already brought a day ticket so might be more likely to pop into your talk. Personally, I wouldn’t recommend doing an event on your own at a festival though and instead, ask to be part of a panel.

1. Charge fees

 
This is a tricky one, I know. Bookshops won’t pay you in most cases, and it’s tough with libraries as they’re not making much money. But you should definitely charge for your time at a literary festival (fee plus travel expenses). Going rate is about £175. A token fee for groups like the WI doesn’t harm either, so around £50? At least this means if you don’t sell many books or get much of an audience from an event, you’re being paid for your humiliation.
 
I hope this helps! If anything, it’ll make you realise you’re not alone in attracting nothing but tumbleweed to events.
 
In fact, there’s a whole book dedicated to other authors’ awful event experiences featuring a collection of stories from some of the world’s greatest writers about their public humiliations!
 
Got your own stories of mortification? Share them in the comments or come join the Savvy Authors’ Snug on Facebook. 

​Tumbleweed pic by schnoogg

In my first blog post about Facebook groups, I shared the basics of how to set a Facebook group up using my learnings from creating The Reading Snug group with the fabulous Kerry Fisher and Kelly Rummer. Now I'm sharing what to do once you set your group up to engage members and attract more. ​
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1. Forward-plan: Create a regular schedule of what content you are going to share. I do this as part of my monthly social media planning which you can read more about here.  Once you have a content plan in place, you can use the Facebook scheduling tool (or one of the many social media scheduling tools) to put all your planned posts together in one sitting, minimising the time required to manage your group whilst still building trust with the audience. ​
2. Engage: The same rules that apply to your Facebook page apply to groups. Make time to look at the insights page for your group (available after your group reaches 250 members) to see valuable data on when your members are most engaged, who the most engaged members are, age and gender information and also top contributors. Once you have that data, make sure you use it. Schedule your posts to appear during the times your members are most engaged, include more posts of the types that got great engagement, send messages to your top contributors to thank them and lastly look at the demographic data and use that within your Facebook page to create target ads if you decide to run ads. I’ve learnt the unique selling point of a group like this is you are promising exclusive content people will not find on your other social media platforms. Photos of your office as it is in that moment. An exclusive extract from a work in progress. An insight into a new idea. Giveaways and live videos always work well too. Do not forget the simple things like polls too to gain reader feedback. Show your personality so group members feel they are getting to know you as well.  
3. Interact: Make time each day to interact with your group members. It’s not enough to just post and leave. Respond and like.
4. Ask: Understand what you want from the audience – do you want them to write reviews? Be your loudspeakers? Read early copies of your novel? Do not ask for these things immediately as you need to build trust and make them feel valued. But don’t be afraid to ask once you do. Also, use your group to help write your novels. Ask them for ideas for character names, thoughts on a setting. They love feeling involved.
5. Publicise: It’s important to shout loud about your page with regular shout-outs from your social media platforms with the promise of a ‘launch week giveaway’ (a book giveaway is fine!). Add the link to the group to your website, your enewsletter and any other places you can. Eventually, add it to the back of your books too. Make sure you link your group to you Facebook author page too. Your author page can be used for advertising to get people to it if you wish.

​Good luck and if you have any questions, just let me know!