A Writer's First Year: Seven Ways to Be Your Own Web Butler

I first discovered that the Internet is a magical land when my DVR cut off a recording of American Idol before I found out who got kicked off. I raced to my computer, typed in, “Who lost on AI?” Within seconds, I had the answer.
That's what convinced me that maybe there really is something to this Internet marketing thing for books.
I didn't want to believe this. I'm a writer, which is the opposite of being a marketer. We writers like to sit around alone in our flannel pajamas and slippers, not answering our cell phones and blissfully swilling tea. Marketers dress up and go out into the world, or pull the world toward them by using just the right spin on the phone or online.
When I published my first book last year, I got my very own marketing person courtesy of my publisher. My marketer is beautiful in the intimidating way of a TV news anchor still young enough to be on prime time: ethereal, tall, slim, and naturally blonde. She wears the kind of shoes I always thought were especially manufactured for episodes of Sex and the City.
In fact, in my own mind, that's what I named my new marketing person: Sex and the City. I was, after all, no longer alone in my barn, but encapsulated with my marketer in a 13th floor office of Random House in New York City.
Sex and the City informed me that she would work closely with my publicist. Then she started speaking in a foreign tongue that almost sounded like English, except that it was peppered with scary indecipherable phrases like “create a buzz,” “blog tour,” “domain names” and “before your launch.”
When Sex and the City discovered that I neither blogged nor commented on other people's blogs, she instructed me to start. Now. As in, yesterday.
I was paralyzed with fear. I still used my laptop like a glorified typewriter and encyclopedia: I liked to write on it, and when I needed to know something, I Googled it.
Now I was expected to take action online. I didn't have a web site, I'd never bought a domain name, and I had no idea how to use Facebook, despite the fact that it's been around so long that most of my friends have moved on to tweeting. I didn't want to do this. I wanted a Web Butler who could open doors for me and introduce me to strangers. Preferably one like the butler Batman had in the first movie.
Little by little, though, I tiptoed deeper online and conquered my fear. Along the way, I made some key discoveries about marketing books online:

1. Domain names are easy to buy and cost a lot less than shoes. I went to GoDaddy and had no trouble navigating the site, at least while my husband held my hand and told me when to click the mouse. (I ran into a slight difficulty because that greedy actress, Holly Robinson Peete, bought up all of my domain names. Then I realized that, as long as I bought something with my name contained within it, it would still come up just fine on Google.)

2. Web sites are like second homes. Once you own a domain name, you can put your web site on it. Within that, you can showcase anything you like: links to your articles and books, favorite web sites, pictures of your pets, your biography and blogs. I think of my web site as my other house. A house where it's very cheap and easy to add fresh linens, hang more pictures, or even add a hot tub.

3. Blogging is like writing in a journal. Blog posts don't have to be long, involved, sublimely crafted essays. They can just be short and informative. Blog posts can be a great way to meet other people who share similar interests; I now think of blogging as my virtual water cooler time.

4. Blogging is the opposite of writing in a journal. Writing in a journal is a very private act. Blogging is about as public as you can get, so be prepared for criticism. The first time I put up a blog post on The Huffington Post, for instance, I wrote about the American Idol showdown between Kris Allen and Adam Lambert last season. Who knew that so many people thought Mr. Vanilla Kris Allen shoulda won? Ouch.

5. Using other people's web sites and blogs is a great way to promote your book. If you have a book about motorcycles, or one that features a tattoo artist as the main protagonist, seek out web sites about those topics and see if they'll take a press release. Or search for blogs related to whatever you're writing about and comment on them. You can also do a blog tour.

6. The more time you spend online, the greater your visibility. This is a good thing if you're launching a book. Your goal is to get your name and your book title out there enough times so that the web crawlers will bring it up immediately for anyone who types in something related to you or your book topic.

7. The more time you spend online, the less time you have to actually write. Yes, I still wish that I had a Web Butler. The thing about putting time in online is that it can become, if not an addiction, a source of anxiety of the meltdown variety. If you blog, you get comments and feel compelled to respond. If you see a new book club web site, you can do a bio and a guest column for them! There's your Amazon author profile, your Goodreads fans, and those photos you meant to upload, oh my! Pretty soon you're lost in the forest and the Internet witch is threatening to throw apples at you and steal your little dog, too. Here's the thing: marketing online is a great way to publicize the book you've already written, but it's a lousy way to keep working on your new projects. After the first manic social sessions at this giant virtual water cooler, it's time for every good writer to return to doing what she does best: making sentences, one word at a time.

"Do Not Snort on NPR" and Other Tips for Authors

What becomes shriekingly clear after you publish a book is this: Nobody cares as much as you do.
I'd been writing for many years before I sold my memoir, The Gerbil Farmer's Daughter. I was thrilled when I landed a contract with a major publishing house and found myself in the competent hands of a skilled, enthusiastic editor and publicist. I felt even luckier when my book garnered praise from reviewers and was featured on radio and TV. Even People Magazine, gadzooks! Surely Oprah's people would want to talk to my people! Could another book contract be far behind?
Alas, 1) literary success doesn't always translate into sales and 2) a second book contract is even harder to land than your first, unless you break out of the box with Really Big Sales.
Oh, and 3) eventually your publicist leaves you for another book.
Nobody is better qualified than you are to advocate for your book as it makes its way into the world. Here are a few helpful tips about book flogging that I've learned during my first year as a published writer:
1.Move Past Online Lurking. There are computer savvy writers. Then there are writers like me. I once wept when my computer seemed to be broken, until my engineer husband removed the strand of uncooked spaghetti lodged between the keys. No matter what your online comfort, it's time to quit lurking on other people's blogs and facebook pages. Blast yourself into the blogosphere. Hire a web site designer if you must, but do the rest yourself. Do this before your book comes out – it takes a while for the web crawlers to find you. (Isn't that creepy? I mean, don't you just picture web crawlers as those worms with sharp teeth that burrow into people's ears, like on Star Trek?)
2.Be a Blurb Slut. You know those little quips on the backs of book jackets? These blurbs catch the eye of potential readers in book stores. They're also important because they give your book heft with the sales team and can be used on promotional materials. Sadly, blurbs don't just magically appear. Whether you want Jodi Picoult or Lady Gaga to endorse your book, they have to know that it exists. You're part of the publishing team now, so get to work. Google the agents and editors of other writers and grovel. Ask friends of friends of friends and grovel some more.
3.Do Not Snort on National Public Radio. If you're lucky, you'll land some radio interviews. These are weirder than TV interviews, where you have actual face-to-face conversations. Why? Because radio hosts call you at home, while you're worrying about why the washing machine is making that noise that sounds like there's a body in there. Plus, you never know what they're going to ask. Have some ready sound bytes written out – note cards are a godsend, and nobody can see you cheating. Oh, and do not snort, as I did on National Public Radio when a man described how he'd tried to save his dying gerbil's life while trying to give it mouth-to-mouth resuscitation. Sandra Bullock can snort and make it seem sexy. Not all of us have that gift.
4.Bookstore Readings Don't Sell Many Books, But Do Them Anyway. Publishers don't send most authors out on book tours. They'd rather spend money on marketing than on buying you plane tickets to go to bookstores where three people will show up for your readings. But do bookstore readings on your own – it's fun and a great way to connect. Choose bookstores in areas where you know someone, so that you can promote the event yourself. Stop by bookstores anywhere you're traveling and sign copies, too, because that will make them more likely to sell.
5.Ignore the Siren Call of Amazon. Okay, few people can really achieve such a Zen state that they ignore Amazon. Trust me, you will look at your Amazon rankings, and you will despair. Remember: very few writers make it above 1,000. It won't do you any good to compare your numbers to the numbers of your best writer friend, or to the numbers of that writer you hate, either. Amazon numbers fluctuate every hour and only tell you how you're doing relative to other books. THESE ARE NOT REAL SALES FIGURES.
6.Contact Book Clubs. Find book clubs through friends, online, at independent bookstores, and at your local library. Contact whomever is in charge of deciding what the club will be reading and let her know you're available. Most book clubs are thrilled to have authors meet with them. Although these clubs are often small – maybe a dozen people at most, usually women – they offer a chance for you to get important feedback from readers and will make you truly believe that what you do is worthwhile. Plus, most members will buy your book and, if they like it, who knows? Aunt Edna and Cousin Tina might be getting your book for birthday gifts.
7.Even When Your Publicist Quits, You Can't. Eventually your publicist will quit. Not literally. If she's the muse that mine is, she'll still answer your needy calls and emails. However, her job requires her to bring other books to life, many by Big Name Authors who need her to escort them to multiple TV shows, damn them. It's tempting to quit when she does. But you can't. Sure, Curtis Sittenfeld and Elizabeth Gilbert are free to hole up in sweat pants and drink tea while they write clever sentences. But those of us without movie deals have to keep our books alive. Set aside a few hours a week to flog your book. Send press releases to web sites. Blog and comment on other people's blogs, give readings at literary festivals, whatever. Just keep getting out there. Publicizing a book successfully is a lot like writing: all you need is staying power and a willingness to try anything.