| All of the marketing books I've read keep repeating | | | | Not every organization will be interested of course, |
| the message that novels are much harder to sell than | | | | but many of them will. More than enough to make it |
| nonfiction books. People buy nonfiction books | | | | worth your while. And once your novel proves |
| because they need them, but they buy novels | | | | successful you'll probably find that some of those |
| because they want them. That's true enough. With a | | | | people who turned you down initially now want to |
| nonfiction book you've got (or should have) a | | | | get involved after all. You might decide to include in |
| well-defined target market and you should know | | | | your story only those that agree to take part from |
| exactly how and where to reach it. But with a novel | | | | the outset. Think carefully about doing this though, as |
| the market is often a little more vague and harder to | | | | some of your biggest potential markets might initially |
| pinpoint. So let's see what we can do to fix this | | | | turn you down, or delay replying, but later agree to |
| unhappy situation. | | | | take part. Alternatively, see if you can find a |
| Most novels feature at least one major issue you can | | | | replacement organization of equivalent size, so that if |
| tie into. For example, if one of your main characters | | | | one turns you down you can feature the other one. |
| had an abusive childhood, that gives you a tie-in to | | | | Don't forget online places too. Perhaps your crooks |
| talk about child abuse - in articles, interviews, talks, | | | | post a coded message on one of the biggest |
| links with support groups, websites, forums, | | | | websites. The website can then put a "Buy the |
| newsletters, and much more. | | | | Book" link on their homepage, mention it in their |
| That's just one little hook, but you can add dozens | | | | newsletter, and so on. |
| or even hundreds of them in a single story, covering | | | | Isn't this compromising your integrity or compromising |
| all sorts of things: illnesses, cruelty, victims of crime, | | | | the story? Not at all. After all, the big shootout needs |
| green energy, politics, particular sports, or whatever | | | | to take place somewhere. Why not there? Does it |
| interests you enough to make you want to talk and | | | | really have to happen in a place you can't profit |
| write about it. You can pack your novel with hooks | | | | from? |
| and create links to a wide range of markets. | | | | When you're a bestselling novelist and millions of |
| You still need to convince people that your book is | | | | people buy your new book simply because it exists, |
| something they want, of course. But with enough | | | | you can set your shootouts anywhere you like. But |
| hooks you can make it something that they would | | | | until that happy day you've got to create a market |
| want, since it relates directly to them. | | | | for your work and continually build upon it. That |
| If your main character belongs to a particular | | | | means whatever you can do now (without |
| organization, or works in a particular industry, those | | | | compromising the story or your integrity) you should |
| are hooks. You can now contact those organizations | | | | do. |
| and tell them about your book, offer to give talks, or | | | | Make some lists of people, businesses, organizations, |
| see if they'll buy a bulk shipment for their managers, | | | | places, professions, hobbies, pastimes, illnesses, |
| staff, clients, or to sell as part of their product range | | | | animals, sports, causes, connections, and so on, and |
| or to use as a fundraiser. You might even let them | | | | think about how you could build them into your story. |
| put their own logo on the cover if they buy enough | | | | What could you do to promote or connect to each |
| copies. | | | | of these things, and how would they in turn help to |
| You can add hooks that target the markets you can | | | | promote your book? |
| reach most easily. Let's say the crooks in your story | | | | Your detective is also a great cook? Perfect - you |
| hide out in a hotel. But which hotel? The biggest hotel | | | | can give cookery demonstrations and tasting |
| in town, of course - and ideally one that's a part of a | | | | sessions (and even sell some cookery books) based |
| large chain. Now the hotel will help you promote and | | | | on her favourite recipes. That should liven up those |
| sell your book. In fact you could help things along by | | | | dull book signings. (Book signings should never be dull |
| visiting the manager before you even write the book | | | | by the way, but that's a separate article). |
| and asking him if he'd be happy for you to stage the | | | | Her child has been diagnosed with something nasty? |
| big shootout there. He's almost certain to agree, and | | | | Now you're in the perfect position to become a |
| once your book is published he can mention it in all his | | | | high-profile spokesperson for fellow sufferers and |
| publicity materials: as featured in [name of your | | | | raise awareness of their plight. Naturally, you'll donate |
| novel]. And he can sell copies to his guests, or put | | | | some of the profits from your book and perhaps |
| one in every room for his guests to take home. "We | | | | organize some other fundraising events to help them |
| actually stayed in the hotel in the story," they'll say | | | | - and you'll make sure it gets very good press |
| proudly, thereby promoting both your book and the | | | | coverage. |
| hotel at the same time. | | | | If you want to write something potentially scandalous |
| Think about your readers - or even conduct a short | | | | - as in the hotel example above - then it's a good |
| survey: who are they, what do they do, where do | | | | idea to seek permission before you write it. But if it |
| they live, where do they gather, what groups do | | | | won't harm their business or reputation, you'll find |
| they belong to, where do they shop, where do they | | | | that most people are good sports and can see the |
| go on vacation, what do they care most strongly | | | | promotional opportunities in what you're doing - |
| and passionately about? Now do exactly the same | | | | especially if you make a point of telling them! |
| for your own life, your interests and your | | | | So while a nonfiction book usually covers just one |
| connections. The answers will give you plenty of | | | | subject, a novel can cover hundreds, and all of them |
| hooks for your story. | | | | are potential markets. If you write the book with the |
| You can also find hooks just by keeping your eyes | | | | market in mind right from the start, selling novels |
| open: look at all those people over there - that must | | | | should be at least as easy as selling nonfiction, and |
| be a really popular place, I could put that in my book! | | | | potentially far more lucrative. |