From a reader:
<<As the weather warms, I notice your list of readings/signings growing. Recently I looked at (another author’s) site and saw that before covid she had constant speaking engagements. The schedule looked exhausting! Another acquaintance hired a publicist to set up his tour. So would you write more about setting up engagements now that we can get out and about again? Some publishers set up tours, some don’t. If you’re self-published of course, you’re on your own. How do you choose the places? How far ahead do you book? Would you hire someone to do it for you? What do publicists charge? This whole thing seems overwhelming organizationally.>>

This is a lot of ground to cover, mainly because no two authors do the same when it comes to appearances. Frankly, unless you are a big-named author, and we’re talking sales in the 50,000+ range, you are on your own in this appearance business.

The big publishing houses will set up appearances for their big names, but not necessarily pay for all their expenses. Step down to the solid mid-list people, and they get assistance from the promotion department, making sure books are at various places for signings, creating advertisements, maybe even paying for ad space in publications, but don’t cover the cost of the trips. The days of a publishing house taking care of appearances is over.

Now, anyone can hire a publicist, and in that business you usually get what you pay for. Expect to pay four figures per month.

But what are you wanting in terms of publicity? Are you barging headlong into this author business, seeking a fulltime living and a couple dozen titles under your belt? Or is authoring a hustle, a part-time gig to fill in the gaps while letting you do something else you love or find more fulfilling?

Individually, authors can make connections. Become acquainted with librarians, not as the person who writes a couple books, but AN AUTHOR. Become familiar with the Chamber of Commerce, the bookstores, the book clubs, and the service organizations. Be seen around town, at events . . . AS AN AUTHOR. Don’t just tell them who you are, but suggest what you can do for them. Make it sound appealing. Polish your speaking, because your first impression at these events is you, and only after you’ve impressed do they buy the book.

I was in the car line at my grandsons’ elementary school just this week and the principal stopped me (backing up cars), and struck up a conversation about my Edisto bumper sticker. His face lit up when he made the connection. “You’re Ms. Clark? My family has read your books.” That’s what I mean about owning yourself, at a minimum in your hometown.

Additionally, write for publications. Write for blogs. Create a newsletter. People will see your writing and make contact. I have a column in the local town’s magazine which helped put me on the map.

How do I find speaking engagements? First, they are book clubs, bookstores, and libraries, like I mentioned above. I make myself readily known online and in person whenever I have the chance. Even my grandchildren tell their teachers I am an author, the seven-year-old saying his grandmother is famous. The librarian asked for a photo when the kids and I checked out books recently.

It doesn’t happen quickly, but it happens, and the result is dependent upon how hard you work it. There are no short cuts. Let everyone know wherever you go and have a chance, that you are an author. Not a part-time writer, not somebody who has a hobby, and not somebody who has one book. This has to sound like a dream come true for you, and something you hope you never stop doing. Maybe that’s the biggest asset you can have . . . you’re own happiness in what you are doing.