9' x 12': The Adventure Continues - Chapter 6
The Book Tour and Beyond
Flavour came out two weeks ago, and it has been a whirlwind, in a good way. There is so much angst for many authors, myself included, before the release date. How will the book be viewed? Will stores re-order? Will longtime readers respond positively? etc., etc. Once publication day arrives and the book is out in the world, it can feel like one is losing control. There has been a long gestation period filled with triumphs, setbacks, and emotions; then, finally, the book is released. For those of us who are control freaks, yes, I admit that I like to know what will happen next to my book; this can be disconcerting. After working on this project non-stop for the better part of 16 months, it is hard to let go but let go, one must. The book is now in the hands of bookstores, shops, museums, wineries, and everyone who orders copies. Now, it must have a life of its own. However, like any fledgling, it may need a little helping hand, and the launch and following book tour are the vehicle that sends it on its way.
Marketing a book aims to keep it in the public eye for as long as possible, to drive interest in the press, and to drive sales. Working directly with retailers who promote your work by recommending your book to potential buyers is a key element in the book promotion process. Visiting each of those key vendors may seem impractical and time-consuming; however, when a single shop sells hundreds of copies of your book a year, offering tailored book signings/cooking demos/tastings is a great way to cultivate a long-term relationship and bolster re-orders, hence the 17 events on the book tour.
The Kick-Off
The book launch party on November 10th was a roaring success. As per tradition, we (the publisher and I) invited friends, the press, and everyone who had pre-ordered books. This is the Ta Da moment, a chance to thank everyone who has been so supportive and encouraging over the past months while I've been hibernating and attached to my computer writing. It was thrilling and a delight to catch up with everyone, albeit in small snatches of conversation, and to watch their faces when they got their copy. It was also my father's 89th birthday by a fortunate stroke of serendipity. We celebrated by singing a rousing Happy Birthday chorus and having a lovely family dinner post signing. Coincidentally, he has just released his latest novel. What a way to celebrate!
And then I was off to the races, so to speak, with local events and road trips up and down California, including an interesting in-store conversation and signing at one of my favorite book shops, the incomparable Omnivore Books on Food in San Francisco, where I was interviewed by cookbook guru Dianne Jacob, author of Will Write for Food, an al fresco luncheon where I prepared a three-course meal featuring dishes from Flavour and guests received their signed copy, and a demo and interview with acclaimed author Lorissa Rinehart for the Women's Literary Voices Salon.
Some agents, publishers, and publicists say that book tours are a relic of the past, ineffective, and too expensive in terms of return on investment. There is some truth to that, but it is also an incredible way to connect with readers and fans alike. So, if you are planning a book tour (see the planning details in the previous chapter,) it's essential to create a variety of events. I've included pop-up dinners and lunches, cooking demos, talks, interviews, and straight signings for this book. If I may also offer a few words of advice about being on a book tour, pace yourself! I can hear a few friends snorting out loud reading this, saying I should take my own advice! I am trying.
Book Tour Practicalities!
Be punctual: Always arrive at least fifteen minutes ahead of the start time (longer if you are doing a demo), particularly if this is a place you have never been to before, as it will give you the chance to familiarize yourself with the store, its layout, and the audience. Nothing is worse than trying to find a parking spot two minutes before you're due to speak. If you anticipate being late for any reason (and by late, I mean 15 minutes before your event starts), be sure to contact the bookstore or your publicist (if you have one – I don't) to inform them in advance.
Prepare for both large and small events: Authors always dream of large crowds and packed shops filled with adoring fans, and while it's important to plan for a large crowd, you also need to consider how you would handle a smaller turnout. Sitting on a stage with three people in the audience may well feel uncomfortable, so be prepared to adjust your presentation or engage your audience more personally by sitting with them. Smaller events still offer valuable opportunities to connect with dedicated readers, so be ready to adapt as needed. Every author I know (and I do mean every single one) has had an event when no one, or nearly no one, shows up. There are no other words for it - it's absolutely horrible. You feel rejected, second guess your entire marketing plan, and your brain does somersaults trying to determine what went wrong. Take a deep breath, and don't panic. You must develop a thick skin for this and move on.
Be very selective about events: Not all events are created equal, so it's important to be strategic in your planning, not necessarily saying yes to every event you are asked to do. Ensure that both your time and resources (yours, your publisher, and your host) are well spent.
Focus on the long-term: View every visit to a bookstore or venue as an opportunity to build relationships. While meeting fans is rewarding, making a positive impression on the store staff is even more crucial, as they will continue to promote your book after the event ends. You want them to champion YOUR book. Take the time to introduce yourself to the booksellers, ask about the store, and forge connections wherever possible.
Express gratitude: All authors (established or first-time) rely on the support and enthusiasm of bookstores, shops, specialized venues, librarians, and readers. Organizing an event takes considerable effort from the store staff. There are many ways to show appreciation—if you're active on social media, consider posting a photo with the booksellers and tagging the store. Ask for the names of those who helped organize the event and send them a thank-you note through traditional mail or mention them in your social media posts. A personalized gesture or acknowledgment goes a long way in making booksellers feel valued.
Keeping the momentum going
Remember a few months ago when I wrote about contacting press outlets for interviews? Now, those efforts are starting to pay off. It takes an enormous amount of time and effort to contact press outlets, often multiple times, for results to roll in, and it's something you have to keep doing, too. Remember that people usually need to see the cover of a book a few times before they pick it up, sometimes it's the second email that prompts the interview!
As of this writing, I would like to thank 805 Living, Cherry Bombe, Bludot Living, Edible Santa Barbara, Noozhawk, Edible Communities, The Montecito Journal, Chic Compass Magazine, UrbanArtist Magazine, The Santa Maria Sun, and The Women's Eye podcast for writing about, talking about, and posting about Flavour. I hugely appreciate your articles, support, and very kind words!
Word of mouth
One of the best forms of publicity is word of mouth. Nothing is as powerful as when a friend or colleague tells other people about your work. I want to thank Jaine Mackievicz personally for posting an incredible video about Flavour. I was over the moon. If you are reading this, Jaine, Thank you so much!
And the beat goes on…
Much as it would be great to rest on your laurels — you have, after all, birthed a book, and yes, I use that term literally, it took months of hard work to produce that baby! — the show, as they say, must go on and on. This means promoting one's book at every opportunity. You never know if or when the New York Times book department or your local NPR station may call you!... If this sounds like a Sisyphean task, it is. It is never-ending. As the author, it is up to you to keep the book front and center in everyone's mind without boring people to death, which requires a deftly balanced hand. If you are comfortable in front of the camera, this is the time to do some Instagram lives or document your book journey with videos. It's an excellent way to promote your book.
This is the task I'm setting myself over the coming weeks as I embark on the second half of the tour, so stay tuned for videos, live posts, and more!
Playlist for 9’ x 12’: The Adventure Continues - Chapter 6
Kool & The Gang - Celebration
Marvin Gaye - Let’s get It On
Aoi Teshima - C’est Si Bon
Justin Timberlake - Can’t Stop The Felling
The Whispers - And The Beat Goes On
A Dish For You
As it’s time to celebrate, I would like to share one of my favorite desserts with you, from the Autumn section of Flavour.
My family is funny when it comes to sweet treats. My father, who long ago decided that the family motto should be ‘Always Leave Room for Dessert,’ and ALL the men in the family are complete chocoholics; the women, on the other hand, favor fruit. I’m no exception, and a fruit-filled clafoutis is my idea of heaven, especially if there are leftovers, as it’s fantastic for breakfast alongside a cup of coffee. This version features caramelized apples. The hot juices from the caramelization mix into the clafoutis batter as it’s poured into the pan, resulting in a richly scented pudding. You can make the same dessert with pears.
Serves 8 – 10 people
3 tablespoons butter
2 tablespoons honey
8 apples — peeled, cored and sliced
3 cups milk
8 oz sugar (1cup plus 2 tablespoons)
1 vanilla bean split lengthwise or 1 teaspoon pure vanilla paste
3 oz unbleached all-purpose flour (2/3 cup)
5 large eggs
1. Preheat oven to 400 degrees.
2. Melt the butter in a large oven-proof, deep-sided skillet over medium heat. Add the honey and apples, cooking until golden brown and caramelized, about 8-10 minutes. Once soft and fork-tender, remove from the heat, leaving the apples in the pan.
3. Heat the milk, sugar, and vanilla in a medium-sized saucepan. Stir until the sugar has completely dissolved. Remove from the heat and set aside.
4. Place the flour in a separate bowl and whisk in one egg at a time. The batter should be completely smooth. Slowly whisk in the milk mixture. The batter should be very liquid and free of any lumps. Pour the batter over the fruit.
5. Place on the center rack of the oven and bake for 45 minutes. The clafoutis is done when the custard jiggles slightly and is almost set. It will continue to cook after you remove it from the oven. The top should be golden brown. Serve at room temperature.
Bravo, Pascale. Of course you should take your own advice and pace yourself - but where's the fun in that? Full tilt boogie, as EB would say on the race course. We are all cheering you on :)