Ah, the business end of the writing stick. How many of us would long to hand over the nasty details of promotion and publicity to someone else? Answer -- everyone. As writers we have a tendency to be introverts. I'd be willing to bet that most of us could say we were the quiet kid who daydreamed a lot. Those daydreams turned into books. But, unfortunately, those books aren't going to go anywhere without someone promoting them. Unless your name is Grisham or King, guess who's got to do the leg work? Yep...little ole you.

I must confess I'm a terrible eavesdropper, but I've picked up a wealth of information over the years. I ask questions and pay attention. You'd be surprised how many authors are willing to give you guidance. Next time you go to someone else's autographing, try staying there during the book signing process. You'll be surprised at what you can learn. So, I thought I'd share a little of that with everyone.

Begin building a database of addresses. Each time an address, any address comes your way, put it in your database. Friends, family, business associates, casual acquaintances. Have a guest book at your book signings and invite people to sign it. Let them know upfront it's for promotional purposes to send them info on future releases. Before you realize it, you'll have a thousand people it your database. The same goes for booksellers. Gather names and addresses so you can send promotional material to them. Plus, you never know when you'll be in their city. Take advantage of an opportunity. Going to visit Aunt Susie? Work in a book signing. Going to conference? Work in a book signing. A portion of your trip could be deductible on your income taxes.

Consider having a newsletter. To save postage, make it an online newsletter. You can do one easily through places like yahoogroups.com and its free. You invite people via email and only those interested join.

You should have a web page. I designed my own using Microsoft Word. Then, with a little expertise from my husband, I fine-tuned it. It's not the fanciest, but it works. If you still feel too computer illiterate to try it, ask around. I'm sure you'll find someone willing to design one for you. Some charge a fee, but maybe you can do a little trading -- you give them a copy of your book in exchange for designing the web page. You can look into having your own domain name or hooking up through an internet service provider. My local provider gives its subscribers space for web pages as part of the regular monthly charge. Consider adding a guest book to gather more names for your promotional list.

Make friends with local business people. Not just book sellers, but department stores, restaurants, hair dressers. For a free book, my dry cleaner put fliers announcing my book signing on all their outgoing orders. For a free book, my hair dresser and manicurist place promotional material in their shop and talk up my books. I've gotten interviews in the local paper and free PR on the radio via the local bookstore's ad. When I have a book signing, I post fliers in the computer store, the beauty salon, our favorite restaurant, and the veterinarian's office.

Make friends with other authors, big and small. Support them at their book signings. What goes around comes around. Maybe they'll be at your book signing. Maybe they'll give you that perfect quote for your book. Here's what I've learned from some of them.

- Sign the bookmark with person's name first, then autograph the book. It's easier and cheaper to toss a bookmark than it is a book if you make a mistake spelling someone's name.

- Put bookmarks for your next book in the book you are now selling.

- Have a friend roam the area to draw in buyers, pass out bookmarks, info, fliers or stand at the front door and announce there is a book signing going on.

- Dress the part. One author writes Indian romances and tries to wear jewelry that reflects that. Another always dresses in black and white and wears hats. I try to dress professionally or as appropriate for the occasion. At one book signing, the book store had a luau theme to bring people in so I wore a tropical sundress.

- Consider having a promotional poster of all your books behind you. I use a bulletin board on a portable easel. I post the cover art, a blurb of the book, and the reviews.

- Dress up the table with something that will draw people's attention. I have a lace table cloth. Some authors put flowers on the table or candy. You are as limited as your imagination.

- Don't forget to have your guest book out. You can gather a lot of names for your promotional list through book signings.

- If you can help it, never take your own money at a book signing. Coordinate with the bookseller or have a friend do it. Professional appearances count.

- Look outside the box when planning book signings. It doesn't have to be at a book store. I've signed a local craft fairs and done very well.

Dress for success. Be professional. Look professional. In all your dealings with this business. Practice your interviewing skills. Be comfortable answering questions of your work. When it's you behind that table signing books, you what to exude grace, charm, and calm under pressure. Never let them see you sweat. Give the public what it thinks it wants -- a glamorous, professional author. No one ever need know that the dishes are piled in the sink, the house hasn't been cleaned for three months, the grass is so high you've lost your dog in it, and you do all your writing on the kitchen table with one hand while you are refereeing three children with the other.

You'll never be younger than you are right now so have a publicity photo taken.

You can put together a simple press kit by using a color folder with pockets. Your kit should contain a photo, release information, reviews, awards won, a bio, and any other relevant information. When you have an event, offer to send a copy of the press kit to the local paper and radio station. When doing your bio, make sure you have a nonfiction hook in there. Something that is unique about you. Who you are. Why you are different. Something to create interest in your work. Remember, you are promoting your career, not just your book.

Take advantage of doing lectures for writers groups, organizations, and conferences. I used to be very nervous speaking in public, but I knew I'd have to get over it if I ever wanted to be a successfully published author. I spent years honing my speaking skills with lectures to my writers group, welcome aboard briefs to the Marines on the base where I work, and teaching tax class. Practice, practice, practice and the heebie-jeebies will disappear. Maybe joining the local Toastmasters is something you'll want to consider, or working for your favorite charity. As always, you must consider if something is worth your time (time away from writing) before you pursue.

Get those press releases out there. Gather the fax numbers of radio stations and newspapers. Keep your publisher informed of your events and the accolades you receive.

As for promotional material, again your only limit is your imagination. How many of you take advantage of the yearly holiday cards? Not only do I do a Christmas newsletter, but I also throw in a little business card of my upcoming releases. Some authors throw in calendars with release info on one side and the calendar on the other with the release month highlighted. Throughout the year I do bookmarks, send out postcards to my promotional list, and have business cards with the cover art on one side and the purchasing information on the other. All of these are things I've drafted using my word processing program. Those business cards go in every piece of correspondence that leaves my house -- even bills. My husband passes them around town. I always carry PR in my purse in case I run into someone who wants to know how the books are going. I also have pens which simply say Read A Book by Catherine Snodgrass, then my website address. PR goes out to the bookstores on my list. Whenever a conference coordinator requests material, I jump on the chance to send stuff out.

Request reviews from every reputable reviewer you can. Not everyone will respond, but enough will to give you good foundation. List your work on other web pages like authorsden.com, califmall.com, knowbetter.com, epublishingway.com. Link pages with your friends.

Remember, it truly is all about you.

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