Pass it on
Assuming, of course, that this is something that you want to do. Many of my friends have very little interest in my book, and this is absolutely fine. We are friends because we have a shared interest in something totally different. These tips are only for people who actually want them!
Talk about it
Not in an ‘I’m my friend’s unpaid salesperson’ way, because that’s a very good way to lose all your other friends, but just in a natural, ‘if we’re talking about books, my friend wrote a book [and it got published/won a prize/got a good review]’ kind of way. Word of mouth is a wonderful thing. Nobody can want to read a book if they haven’t heard of it. You get to brag about your author friend. Your author friend gets someone else hearing about their book. Apart from anything else, it builds credibility. The more people who talk about them as an author, the more seriously they get taken.
And by ‘talk’, of course, I also mean ‘Tweet, post about on Facebook, include in shelfie picture on Instagram, leave casually on coffee table when expecting company, etc’.
This one divides opinions among authors. There is a school of thought that says that every book lent is a sale lost. I don’t agree with that. As a reader I can point to dozens of books that I’d never have bought at full price, but which I came across some other way (book swap shelf at work/charity shop/lent by my mother/Bookcrossing.com) and which I loved so much that I went on to seek out more by the same author.
As an extreme example, I know someone who shoplifted his first Discworld book – then bought all the rest of them full price. I don’t actually recommend this course of action, but it does go to show… something.
Anyway, if you buy my book and then lend it to someone else, I won’t mind at all.
Ask your library to get it in for you – then it might reach other people when you’ve finished it and taken it back. Authors do receive a small amount of money when their books are borrowed from libraries.
Or you can order it from a bookshop, and if bookshops get the idea that this is something that people want to buy, they might start stocking more copies, and other people might then see it and buy it. Well, we can dream.
Only to people you think might like it, obviously. Books can be surprisingly tricky presents, but, depending on the book and the occasion and the recipient, they can work well.
I’d recommend mine for: the person who’s about to go to university; the person who is simultaneously LGBT and Christian; the person who would benefit from knowing that LGBT Christian people exist; the person who likes Catherine Fox’s books. Extrapolate for the book that you have in mind. (You might have to read it first. You might not.)
If you’re fed up with having your own copy knocking around the house, then by all means give it to a friend or a jumble sale or charity shop. See ‘Lend it’, above, for my rationale on this – and if you want my opinion on which particular charity shop to give it to, see this post and extrapolate for your own home town.
The more (honest, balanced) reviews a book gets, the more credible it becomes. And for those of us who don’t get into the Times Literary Supplement, reviews by real people are particularly valuable. Review it on your blog, review it on Goodreads or LibraryThing or Amazon.
Nobody quite knows how Amazon works, but I have seen a hypothesis that if an author reaches a certain number of reviews, they start popping up in the ‘Customers also bought items by’ recommendations. (Authors currently popping up in this manner on my Amazon page are Kate Charles, Winifred Peck, Simon Park, and Kate Charles. I don’t know how many Kate Charles has sold to be there twice, or, indeed, if that’s got anything to do with it at all.)
In this case you really should read it first. Although with some reviews, one does wonder.
This is only really recommended if you have a thick skin, as it is a well-known fact that book clubs can get vicious. Favourite books, and books by favourite authors, can come out shredded. Having said that, selling a dozen copies all at the same time is really exciting for us small-time authors. Maybe nominate it and then stay in bed with a heavy cold when the time comes to actually discuss it? Or perhaps show up at the meeting the far side of several gins?
If you’d rather not be present when it gets shredded, then there are quite a few literary awards that accept nominations from the general public. If you think it merits an award, obviously, but your opinion is as good as anyone else’s. A nomination can make an author’s day. Actually winning something can make their year.
Any more ideas?
I’m sure I’ve forgotten something! Tell me in comments.