THERE ARE MANY ways to tour a book: author talks, writer’s festivals, in-store signings, literary conferences, book launches, in-conversations, library appearances, etcetera.

Authors ignore such events at our peril, although the major challenge is getting readers to even hear about our books in a saturated marketplace, where some publishers are claiming there’s too many new releases in this country.

One solution is to hire a publicist.

At a big-city writer’s festival the year that my debut novel was released, a very successful author leaned over to me at the bar. “Your book is everywhere!” they whispered. “Who is your publicist? I want to work with them.”

When I pointed to my chest, their jaw hit the floor; but I took it as an indication that my DIY approach was effective.

Publicists rightly earn good money for getting an author’s book into the path of readers (here’s some insight on salaries for all key players in the book trade). Maybe I’ll work my way up to affording a publicist down the track?

If you’re still reading, you probably can’t afford to share your hard-earned royalties either. So here’s my gift to you: how to tour a book without getting ripped off or embarrassed.

Plan ahead

At least six months before your publication date, get your marketing materials together. Don’t panic if your publisher’s Advance Information Sheet (AIS) isn’t quite ready. Rustle up your own stand-in, even if it doesn’t have a final cover image. Include a description, a couple of endorsements about you and your work, the publication date, the ISBN and start approaching bookshops and/or libraries about hosting a launch. If you have no endorsements, get one from your publisher explaining why they picked up your manuscript and that they’re excited about publishing it. If you’re self-published, approach a wordsmith in your genre and ask them for a quote about you and/or your writing.

Planting seeds in bookshops

Right now, there’s likely to be someone on staff in bookshops and libraries who manages events, very often they’re more contactable via social media messaging than email. Send them your AIS and ask about the possibility of a book event! It’s increasingly common for authors to head into bookshops and libraries well ahead of our publication date. For emerging authors particularly, this is a way to plant seeds about our upcoming books, and can assist our distributors (who are less likely to be on the road and more likely to be emailing or messaging bookshops) by making an impression about a new release.

Bookshops are busy

Particularly at lunch hour and, for big-city and suburban outlets, after 5pm. Make a time to come in (if you can), but don’t expect a lengthy audience with anyone. More than five minutes is a bonus. Be aware of any customers waiting to be served, and stand aside for them. Leave your AIS and a positive impression. Be prepared to be assertive about your right, as the creator of books, to be in a bookshop doing book business. When your distributor approaches that shop, your seedling will already be above soil level. If they already have, your visit is another chance to get attention on your new book.

Libraries bear fruit too

There’s no harm in supporting your distributor by alerting library networks about your upcoming book. Keep a few AIS sheets in your car and drop one into libraries when you travel. In Australia, we have the Lending Rights Scheme, which allocates micropayments to authors every time our books are borrowed. Libraries very often have event programs too, and many pay authors to appear.

Get a paid gig or two

While you’re in the planning phase, particularly if you’re thinking of touring to a city, look out for literary events to submit yourself and your book for. The organisers may be very grateful to be approached, since you’re going to be in their location anyway. Garnering a few appearance fees along the way is a great way to self-fund your book tour.

Recruit allies

Invite fellow wordsmiths to front up with you at your book events: the authors, journalists, academics and librarians who live in the region you’re touring through. Someone will be very happy to interview you, particularly if the bookshop you’re appearing at stocks their books, too.

Use pencil in your diary

Because the dates of your book tour are going to change, likely more than once. If you have given your plan enough lead time, these shifts will not matter. Stay agile as your itinerary comes together.

In-store signings

Think small table near the bookshop counter, a stack of your books on it, or – heaven forbid – sitting out on the street waiting for customers to give you time and attention. Only for the brave. You might sell a few books. You might sell none. In-store signings work for some, but an event at a bookshop can be more worthwhile and less anxiety-filled.

Tell everyone

When you have your book-tour itinerary planned, start the massive job of spreading the word. Tell everyone, literally. There’s nothing like a personal invitation to an event as opposed to just scrolling past something on social media; but paid social media boosts have worked for me when promoting library events. Contact radio stations in the area where you’re touring and send a press release with your AIS, and a free copy of your book as a listener giveaway!

We all have ‘that awful story‘

Last year, I dropped into a small bookshop, and once the sales desk was clear of customers I introduced myself to the one staff member as an author with two new books about to land in the supply chain. Instead of the expected welcome, she freaked out, hands waving right in my face, loudly repeating, “No, no, no!!!” It was such a shock, and I tried to explain myself but she just wasn’t interested. Maybe she was hungry? Maybe she needed to use the bathroom? Whatever … her reaction was awful, and delivered loudly enough for customers to notice.

The mental health thing

If the above incident had happened in my twenties or thirties, it could have been quite damaging. Being an author whose debut novel came out in my middle-age has made me more resilient. I quickly regathered my composure, and rang my husband. We had a good laugh and moved on. Have allies at hand when book touring, to help protect you from the unexpected challenges. Such moments are very much the exception. Most booksellers and authors realise that we need each other and that we’re working towards the same aim: reaching readers.

Sometimes, people just don’t turn up

During my last book tour, a fellow author posted a picture of an empty chair on social media, taken at their suburban book event to which nobody came. I’ve done my share of events best described as “intimate”, but I came up in the trenches of the theatre, where there’s an old rule about the show only going on if the numbers in the audience are more than the cast. When you strike a no-show or a low-show, please don’t have a shame spiral. It’s a rite of passage in every author’s life.

The skittish venue

Sometimes, the host library or bookshop will cancel your event ahead of time, even days before. There are good reasons: staff rostering is the one usually cited. Roll with it. If it leaves a hole in your itinerary, try another venue, or have a night off!

Go places you like

It’s your tour, so treat yourself along the way. A scenic walk, a swim, a picnic, or a visit with a friend. I live in the bush and don’t get to cities very often, so I combine book touring with visits to family and friends, gallery and theatre visits, ocean dips and laps at local pools. It all helps take the edge of the inevitable anxiety of putting myself out there.

Travel with friends

In recent years, authors have been going out into the wild in pairs. Usually from the same publishing stable, this tandem approach saves money and resources (particularly fuel) and offers libraries (particularly in the regions) a double-barrelled event to promote to their members and visitors.

Practice your signature

Particularly if you’re a debut author! When someone has made time in their day to come to your talk, bought your book and waited to have it signed … and you give a literary flourish instead of a smudged scrawl, you will have achieved book tour perfection!

Book tours never really end

If you don’t believe me, take a look at mine. It started in October, 2021 and probably has at least one upcoming event at any given time. I figure that when my publisher and their distributor have stumped up the money to get my book into the supply chain, the least I can do is get out there and meet readers.

I’ll be giving my book marketing workshop ‘Back Your Own Book’ at Queensland Writers Centre on Saturday August 22. Book now via the QWC site.

For more tips about promoting your book, whether you’re traditionally or independently published, check out my book Write, Regardless!

Main picture: Michael Burge and Hayley Scrivenor at Qtopia Sydney for the Eastern Sydney launch of Dirt Trap