Published 15 May 2009 · Main Posts DIY book promotion Jeff Sparrow Via Boing Boing, some tips for DIY promotion from Jeff Vandermeer: The integrity/quality of your brand across products affects your ability to gain leverage across your career. Inconsistency from creative project to creative project breeds indecision among readers. Variety between projects, so long as quality is high, may slow your progress but result in rewards that are just as great. But, again, for the long-term, your work must be high-quality. (Your “brand” across time also refers to your public image and other elements that may not always have much to do with your core creativity. However, these elements have impact because reader perceptions are so often driven not just by their opinion of your writing but of you.) A writer usually has little direct effect on marketing or sales, but can have a huge impact on publicity. To be most effective, you must: – Understand your audience and the commercial or noncommercial appeal of your creative project. Selling a thousand copies of a nonfiction collection might be an excellent result, while selling a thousand copies of a mystery novel might be seen as a huge failure. – Understand the relationship between PR efforts and sales, PR and your reputation. The simple fact is, your PR efforts can greatly enhance your reputation without having as large an effect on your sales. Good PR is as much about setting you up for future opportunities and making sure you stay in the public eye as it is about readers making purchases. Studies show that readers may need to hear or read about a book as many as seven times before deciding to purchase it. Thus, a strong PR effort will influence sales over time, but the primary impact is to position you in other ways. – Make sure to fit the scale of the PR to the scale of the project. You don’t send copies of your saddle-stapled 42-page chapbook on armadillo farming to Publishers Weekly. Nor do you send a techno-thriller to the book reviewer at Armadillo Farming Quarterly. (Except, of course, in the remote eventuality that armadillos play an integral role in the plot.) Read the rest here. Jeff Sparrow Jeff Sparrow is a Walkley Award-winning writer, broadcaster and former editor of Overland. More by Jeff Sparrow › Overland is a not-for-profit magazine with a proud history of supporting writers, and publishing ideas and voices often excluded from other places. If you like this piece, or support Overland’s work in general, please subscribe or donate. Related articles & Essays First published in Overland Issue 228 10 November 202311 November 2023 · Subscriberthon 2023 On the final day of Subscriberthon, Overland’s most important members get to have their say Editorial Team BORIS A quick guide to another year of Overland, from your trusty feline, Boris. I liked the ginger cat story, though it made my human cry. I liked the talking cat, too, but I’m definitely in the “not wasting my time learning to talk” camp. But reading is good. And writing is fun, though it’s been challenging […] 1 First published in Overland Issue 228 9 November 20239 November 2023 · Subscriberthon 2023 On the second-last day of Subscriberthon, Overland’s co-chief editor Evelyn Araluen speaks truth to power Editorial Team To my friends and comrades, I’m not sure if there’s language to communicate how this last month has utterly changed me. This time a few weeks ago the busyness and chaos of bricolage arts and academic labour had so efficiently distracted me from my anxiety about the upcoming referendum that I forgot to prepare myself for its inevitable conclusion.