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Now that I finally feel like I can balance the two blogs, The Chicago Contingent will return to its regularly schedule programming. Thank you for your patience!

Today's topic is something that everyone thinks about but no one wants to talk about and bringing it up can often lead to tension and awkwardness: money. Yes, I know it's not proper and goes against all the rules of etiquette my grandmother taught me, but I'm going ahead anyway. Let's talk about money.

In my experience, authors and publishers are always concerned with cost vs. benefits, and justifiably so. There's no reason to hire a publicist, buy advertising, or create promotional materials if they're not going to pay off. However, in my experience, authors and publishers are often short sighted about the benefits and are growing more and more hesitant to front the money for things without a direct payoff.

Fan Conferences. The truth is, as an author, you will not sell enough books at conferences to cover the cost of your registration fee, flight, and hotel. It's likely you won't even cover half. However, connecting with readers, librarians, even other authors, creates a snowball effect. If one person buys your book, and they like it, they'll buy the rest of your books. They'll tell their friends about your book. They'll review your book on Amazon and others will buy your book. Though not all conferences are beneficial, and you have to pick and choose which you attend, they are important networking tools worth fronting the money for.

Signings and bookstore visits. All of my clients know what a proponent I am of visiting bookstores. As techno savvy and forward thinking as I am, I still believe books are bought and sold via word of mouth and an in-person recommendation beats anything you read online or hear over the radio. Like conferences, it's important to pick and choose which bookstores to visit. Choose those with a good internet business, who have connections in the media, and promote their events through social networking sites. It also helps if the bookstore is in a city where you have a network of people who would come out for your signing. Booksellers see thousands of books come through their doors, signings and events help them pick your book off the shelf and possibly recommend it to a customer. Again, you won't sell enough books at a signing to cover the cost of flight, hotel, etc. but if the bookseller continues to recommend your work and sell your signed copies online, you might make that money back by the end of the year.

Launch Parties. Unless you have the food and liquor donated (which I highly recommend) a book launch party always leaves the author in the red. However, it's a lot easier to draw a crowd with "free open bar" on the invitation. Plus, launch parties are great for leveraging press, especially if they're sponsored or at a unique location.

Promotional Materials. Sometimes the publisher supplies bookmarks and business cards with the latest book cover, but often times, it's up to the author to cover these costs. Bookmarks and business cards are relatively cheap and a good way to have people remember you. If you meet a potential reader, they won't remember your name or book ten minutes later. But if they get home and find your business card in their pocket, they will. Bookmarks are effective because they're something people can actually use. However, don't just plop them down on a freebie table, no one will pick them up. Give them to booksellers to pass out or slip bookmarks in your backlist at the local library. This will ensure you reach your intended audience.

Authors, feel free to comment with other expenses you've incurred that seem worth the money. Readers, do you buy books based on television or newspaper ads? Any specific promotion that made you go out and buy a certain book?

Writer's Block Wednesday: Etiquette

No, Chicago isn't a day behind, it's just me! But better late than never, right?

Today, I'd like to discuss etiquette. As an author, there are many things you wish you could do: lash out at the idiot who gave you a bad amazon review, heckle all the agents that rejected you, call Janet Maslin every day until she agrees to review your book for the New York Times. Obviously, you cannot do any of these things without ruining career, but there are other actions that go against etiquette which many not be so obvious.

The Follow Up: If you sent your book to a reviewer or bookseller, you're probably chomping at the bit to hear back. You sent it priority mail, you know they read fast, why haven't they gotten back to you yet? Rest assured. The package didn't get lost in the mail, your book isn't lost in the slush piles, and the person didn't forget about you. People are busy and nagging won't help. If you sent a query or pitch, make sure to review their guidelines before following up. If an agent or editor doesn't have follow up guidelines on their website, give them 6-8 weeks for a query, 3 months for a manuscript. If you're pitching media, 1-2 weeks is sufficient for pitches. If they request a book, wait 3-4 weeks before following up. Jumping the gun can leave a bad taste in people's mouths and may discourage them from working with you.

Online Protocol: Many people don't realize that when they twitter or blog about a subject, it's out there for the world to see. Unless you delete it, it's out there forever. Though it may be tempting to vent about how the new NYT bestseller sucks or how a certain author is such a hack, but keep those thoughts to yourself. Don't vent about your agent or editor over twitter, they may be listening. Don't discuss an upcoming book that you're publisher wants to keep secret. Don't post any photos you wouldn't want a fan or colleague to see. Though most of this seems obvious, I continually see authors talking about their publishing team or dogging books online. Not a smart move.

For Your Fans: Your fanbase is one of the most important elements to your success as an author. They are the people who will buy your books and remain loyal without regard to reviews or bad press. When your fans approach you, treat them as you would a friend. Chit chat, sign their book, ask them questions. I don't care how tired you are, where you are, or how little you want to talk to a stranger. Embrace your fans and treat them with respect. Your publisher may write the checks, but your fans are the ones who determine how large those checks will be.

Networking and Events: Attending conferences and book festivals is a great way to expand your name recognition and connect with your fans. But too often, I see authors conducting themselves in a way that's a turn off rather than a turn on. The biggest one is authors acting "too cool". We're writers. None of us are cool. This ties in with the previous section: embrace your fans. Another is authors getting sloppy drunk and making inappropriate comments. I know you're out of town, the wife and kids are at home, and you want to have a good time. But you're on a business trip, you're there to meet fans and sell books. Getting hammered and being offensive is the quickest way to lose your fan base.

What other etiquette taboos do authors need to be aware of? As readers, what behavior can an author exhibit to make you not want to read their book?

Writer's Block: Author Marketability

I've spent much time discussing ways for authors to market their books, but what about authors marketing themselves? In a perfect world, only the writing would matter and readers wouldn't care how attractive or charming the author was. But, we're not in a perfect world. Your marketability matters.

Marketability Factor: Conversation Skills
If you can't talk about your book, people aren't going to want to buy it. Talking and relating to people is half the process of selling a book. Most of the books I purchase are written by authors that I've met and spoken with. If I didn't enjoy their conversation, I assume I won't enjoy their book. If you have a tendency to be awkward in social situations, practice with someone you feel comfortable talking to.

Marketability Factor: Platform
We can't all be lawyers or bomb experts or former CIA operatives. Most of us are everyday people who happen to write books. But having a platform doubles your marketability as an author. Go through your book, go through your life, what makes it special? Do you have any hobbies that relate to the book? Is there something in your heritage or culture that would appeal to readers? As a publicist, I do this for authors on a regular basis. There's always something.

Marketability Factor: Contacts
The more people you know, the more people you know who will buy the book. Knowing the right people can lead to media exposure, awards, and topping bestseller lists. If you've been attending writing conferences or stockpiling Facebook friends and twitter followers, you probably have more contacts than you think. Remember, when you go out on tour, most of the audience will be people YOU bring. You can't count on the bookstore to draw a crowd. But if you pull from your contacts and have a great turnout, the bookstore is sure to have you back.

Marketability Factor: Charm
It makes sense that the more charming you are, the more books you'll sell. Authors like Barry Eisler, Marcus Sakey, or Laura Caldwell could probably sell me an essay from 3rd grade for twenty-five bucks. This sort of ties in to conversational skills, but charm is something more. It's about knowing how to relate to people. Not all of us are born with this gift. It may take practice. Attend the panels at writer's conferences and observe the authors that get a lot of attention. They're funny, are able to speak to an audience and relate to other people. Keep this in mind when your talking to a potential reader, agent, or reviewer.

Marketability Factor: Drive
Agents and editors love a writer with drive. They know their client will produce good work in a timely manner and do everything they can to get their career off the ground. Readers will respond to dedicated authors, especially those who work hard to reward their fans with contests and signings. No one likes a lazy bum. Charm and charisma can be difficult to attain. Working hard only requires putting in the effort.

Top Ten Tuesday

Top Ten Book Marketing Tools That Don't Require Leaving the House:

1. Blogging
2. Calling in to book clubs
3. Electronic newsletters
4. Mailing books to independent bookstores and libraries (if UPS comes to pick them up!)
5. Posting short stories to sell on Amazon
6. Radio interviews
7. Sending postcards and giveaways to fans
8. Social Networking (Twitter, Facebook, etc.)
9. Soliciting book reviews from newspapers, magazines and websites
10. Submitting listings to local papers and websites advertising your book signings

Writer's Block: Conferences

I'm off to Thriller Fest this weekend while some of my colleagues are hanging back for ALA, and even though I spoke on this topic a few years ago, I thought I'd touch on the subject again.

Conferences are the perfect place to attend informative panels, meet other authors, and network with industry professionals. Some of my most important contacts I made at writer's conferences. While they can be extremely fun and beneficial, it's important to be productive and use discretion. Otherwise, you could end up spending thousands of dollars on registrations, hotels, and flights all over the country.

Consider the following before registering for a writer's conference:

Why? Why do you want to attend? How will you benefit? Bouchercon is a fan-based conference, so it is perfect for novelists promoting a book. Thriller Fest is more industry centered. Authors meet their publishing team and newbie writer's pitch at AgentFest. It's less about book promotion. Something like ALA is the perfect conference for authors because it gives them an opportunity to promote their books to librarians (very important book buyers). Make sure you're attending the right conference for the right reasons.

Cost. If the conference is local, you'll save on travel, hotel and dining expenses. If it's out of town, consider how much money you'll be spending. Is it worth it? You cannot put a price on networking and making connections, but you can choose wisely. If there are two similar conferences with similar attendees, pick the one that you can drive too or the one where you can stay with family rather than splurging for a hotel.

Once you've registered for the conferences, you'll need:

A Plan. Before you attend a conference, you should have a plan of what you want to accomplish. This may be to introduce yourself to a certain agent that you queried recently or to give away three copies of your book to possible fans. It's easy to get swept up in the camaraderie (and by that I mean drinking), and that's okay. Just keep your eye on the ball and know what you are there to accomplish.

Business Cards. People want to know who you are and how to get in contact with you.

An Open Mind. You will meet tons of people at conferences, and you may be surprised by which contacts actually make a difference. You may be dying to talk to the headlining, NYT bestselling author, but don't shrug off a fellow newbie who offers to buy you a drink. Connelly, Coben, and Lehane were all newbie's once. Bet you wish you had a blurb from them...

Networking and mingling are necessary to succeeding in publishing, whether you're meeting fellow writers, promoting your latest novel, or pitching agents. Publishing is a small community and the more people you know, the better. So if you're in New York, stop by ThrillerFest and meet some industry professionals. Or if you're in Chicago, come down to ALA and hang with authors and librarians.

Writer's Block: Social Networking for You

It seems these days, everyone has a Twitter, Facebook, and MySpace account. Most are on LinkedIn, writers are on Goodreads and Shelfari, and crime writers are on Crimespace. With all of the buzz surrounding social networking sites, it's easy to get wrapped up in the trend. But the benefits of these websites varies depending on who you are. Your goals will determine which sites are best for you.

You Are: An unpublished, aspiring novelist
You Need: None of the above
Finishing your book and getting published is your #1 goal. These social networking sites will only serve as a distraction. An agent is not going to notice you because you follow them on Twitter and no editor will accept submissions via Facebook. Spend your energy finishing your book, querying agents, and getting your book published.

You Are: A freelance writer
You Need: LinkedIn and Twitter
As a career freelancer, two things are imperative: knowledge and contacts. Following pertinent Twitterers such as the New York Times, Wall Street Journal, or even President Obama, will keep you up to date on what is going on in the world. LinkedIn helps you make contacts in the industry, includes job postings, and allows you to showcase your body of work.

You Are: A blogger
You Need: Twitter, Facebook and Myspace
Depending on the type of blog, you could hit hundreds of social networking sites, but these three are the most important. If you're goal is to drive people to your website, the more links out there, the better. In order for people to find your blog, they have to find you, and these three sites will help them do that. In addition to mentioning your blog in your profile, link you your latest blog entries on your Twitter and Facebook updates.

You Are: A published novelist
You Need: All of the above
Okay, you don't really need all of the above, but the more places mentioning your book, the better. It only takes a few minutes to set up GoodReads or Crimespace, and once it's up, it's not so important to maintain. Twitter and Facebook are higher maintenance: they require constant updating. The others are more for search engine purposes; the more your book is mentioned the more it will pop up. I've updated my Crimespace page once in two years, but it still pops up if you type my name into Google. If you're time is limited, stick with either Facebook or Twitter.

Though these sites are all the rage, not everyone needs them. Figure out your goals and evaluate what these sites are doing to accomplish those goals. These are social networking tools, but if you're using them for your career, the emphasis should be on "networking" not "social".

Writer's Block: Getting Down To Business

Whether you're a novelist, short story author, or freelancer, being a writer means owning your own business. You are responsible for obtaining contracts, creating your schedule, and maintaining your contacts. Writing may be an art, but profiting from writing is a business.

Some first steps to running a successful writing business:

• Create a webpage and print business cards. When you meet people at conferences, parties, or other social functions, if their interested in you, they'll ask for a business card. It's not professional to write your name and number down on a cocktail napkin. When they get home, the first thing they'll do is check you out by typing your name into Google. Having a webpage is having some control in what they find. Make sure your page clearly illustrates who you are and what you do. Novelists, print your latest book cover on your business cards and post it on the landing page of your website.
• Get out there and schmooze. Once your webpage is up and your business cards are in hand, it's time to network. For novelists, that means signings, conferences, and bookstore visits. For freelancers, that means e-mailing editors, attending social events, and forming relationships with possible interview subjects. Whatever the end goal, the more people you know, the more opportunities you'll have. Be social, friendly, and don't treat conversations like sales pitches. Form the relationship first, pitch later. Everyone is a potential reader, a potential client, a potential interview subject. Don't write someone off just because you don't think they can do anything for you.
• Learn from the best. When I first started doing publicity, I called and e-mailed a handful of book publicists around Chicago. All of them talked with me, one even met me for coffee to talk about the business. The more you know, the easier it is to avoid common pitfalls. If you're a debut author, talk to authors who have been at it for a while. If you're a freelancer, e-mail a writer from your favorite magazine or newspaper. Most people love to talk about themselves and share their knowledge.
• Get organized. If you're a freelancer, you're juggling numerous deadlines for a variety of publications, not to mention pitching new story ideas and following up with editors. Novelists are marketing their current book, completing edits on their second, and coming up with ideas for their third. There's a lot to keep track of. Utilize Excel, Outlook, and other programs to ensure you stay on task and meet deadlines. Forming daily to-do lists isn't a bad idea either. Keep a filing system to keep track of contracts, article payments, and clips.
• Plan ahead. If you want to make it as a freelancer, you should be pitching every day. Even if you're swamped with deadlines, you should still plan ahead and solicit future assignments. If you're an author, make sure you send out ARCs to reviewers and the media as soon as their available. Book reviews have a long turnaround time, especially with the diminished space in print publications. For short stories, it can be a up to a year from acceptance to publishing, and payment can be even longer. Complete the immediate tasks, but everyday, you should be planting seeds for the future.

Treat the act of writing as an art, but everything else should be treated as a business. Ultimately, you're selling a product (book, short story) or service (writing), and when it comes to sales, professionalism goes a long way.

Who's In Your Network?

The more I learn about the wacky world of publishing, the more I see the importance of networking. Too often, book sales, rave reviews, and successful marketing campaigns are based, not on what you know, but who you know.

If you're an author with a book coming out, especially a debut novel, you have one goal: get the word out. Your book won't sell if people don't know about it. How do you spread the word? You reach out to your network:

Family - Your parents, siblings, and spouse are givens, but make sure you reach out to your extended family as well. They'll definitely buy your book, but more importantly, they'll tell their friends and coworkers about it.

Friends and Acquaintances- Friends are another given, they're definitely going to buy your book and spread the word, but acquaintances are trickier. Depending on how well you know these people, they may or may not buy your book. How do you persuade them? Invite them to your launch party or other social event. Hopefully, after a few drinks they're more inclined to pick up a copy.

Coworkers - Most of us have day jobs, but if you're fortunate enough to be a career novelist, reach out to your spouses coworkers. Don't be timid about bringing your two lives together, people are usually interested. Post a flyer for your signing in the punch room or e-mail coworkers announcing your book's release.

Writing Acquaintances - These are the people you've met at conferences, signings or other literary events. You mostly correspond via e-mail and don't correspond too often. Again, don't be timid about announcing your book's release or inviting them to a signing. Chances are, they're planning on doing the same when their book comes out. If it's been a while, remind them when and where you met.

Online Acquaintances - These are your followers on Twitter, your Facebook and Myspace friends, your LinkedIn connections. Many of these people you've never corresponded with, some of them you don't even know. But that's why they call these social networking sites. They allow people to network without meeting or even communicating. If you're using these platforms, utilize them, and announce every signing, reading, or conference you're attending.

Now that you have identified the people in your network, you can start putting together your mailing list. But how do you make the network grow? A few suggestions:

1. Attend literary events in your area. Introduce yourself to the organizers, authors, and attendees if appropriate.
2. Attend writers conferences. I find this the most effective way to build a network. Of course, it helps if your sociable and don't go up to your room after every panel. Station yourself at the hotel bar and don't be afraid to introduce yourself to people.
3. Utilize the social networking sites by obtaining "friends", linking through to your webpage, and updating regularly.
4. Join Backspace, an online community of writers. Don't just lurk. The more you post, the more your presence will be known!
5. Be friendly, especially to the people you see on a regular basis. Introduce yourself to the barista who fixes your latte every morning, the bookseller where you buy your books, the bartender at your regular watering hole. They'd probably be interested in your book, maybe they'd even schedule or advertise an event.

The concept is simple: you sell more books if more people know about them. You tell the people in your network, they'll tell the people in theirs. So start twittering, handing out business cards, and calling that second cousin you haven't seen in years, because if you have a book coming out, everyone needs to know!