Are We There Yet?

After writing and re-writing your manuscript it barely resembles the first draft. Then after interminable rejections and more re-writesEureka! You achieve victory. You nail an editor who finds your query letter and synopsis irresistible, your manuscript saleable. You convince the publisher you understand the business end of the business, i.e. you will work your behind off with the editor on revisions; you will do whatever legwork is necessary to help market your book. You have a signed contract in hand.

The instant you emerge from writers womb, you will put your writers hat on the shelf until your next book. You are now a motivational speaker and fulltime salesperson. You may not know how good you are until your first book signing talk. But make no mistake; the ability to capture an audience of one or many is integral to successful marketing. Notwithstanding todays book industry stars, some of who are incredible bores, I learned early on that an unknown author cannot afford to lull an audience to sleep. And, unless you have a foot in Oprahs door, all the PR and book reviews in the world may not add up to sales without your strong input.

I attended a packed-to-the-rafters book signing of well-known author, Peter Matthiessen. If you ask me to name my favorite explorer/writer of non-fiction, I adore this guy. After self-consciously introducing himself, Matthiessen proceeded to read from his latest book. When he finished speaking, someone had to nudge me awake. Hes still doing what he does bestroaming the world and writing great books. Are you a Peter Matthiessen, a Tom Clancy? Maybe.

Some people are naturally charismatic, blessed with positive body language and the ability to project their voices and charm an audience. Others could use a little help. If you are among the latter, the best place to put your time and money is a live public speaking class. Reading about it or taking courses on the Internet is helpful. But working with an experienced teacher is a life-altering experience that can do wonders for your self-esteem. Okay, so you might embarrass yourself in front of your peers, but so will they. Its kind of like taking acting lessons. Better to goof at rehearsals than when the curtain rises.

Rule Number One is the Only Rule

Do not read from your book. When you speak to your audience its not the book you are selling. Its YOU. Be the authority without being authoritarian. If you are a natural born introvert, tell them you took a special course so you can talk to them without heaving. Theyll relate. Tell briefly who you are, where you come fromsmall town-big city. Engage them by asking if anyone is from your hometown. If you were in a foreign country recently, relate an amusing anecdote. Laughing softens the atmosphere. Once youve established a friendly rapport with them, summarize your book. You do this the way you prepared the copy for your book jacketbriefly. Hand out free bookmarks. They might ask what compelled you to write the book. If they dont ask, tell them. In about 20 minutes they will think they know you. They will want you to succeed. They will root for you. They will buy your book. Amen.

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