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Dear Margie,

Thanks for your question at the Society of Midland Authors website. I believe the SMA criteria for speakers would not fit with your book. However, rather than just researching Chicago area writers groups (Google research should help you dig some up, or looking at listings in places like The Chicago Reader), I'd focus on people who belong to organizations that would appreciate the topics of your books and offer to speak at one of their programs.

Hope this helps.

Tom Ciesielka

There are many bookstores in the Chicago area that might be a fit. I cannot say which one would be the most "friendly" toward your book. You might check with your publisher to see what that person has experienced with other authors that did book signings in the Chicago area. Ideally, they have a marketing or public relations person who handles this type of author requests.

Best regards,
Tom Ciesielka

Hi Stephen,

It all depends. However, as a general rule, authors get known for a certain style of writing, within a specific genre, or on a certain topic (e.g. historical fiction). It helps them to market future books and build an audience. For example, Stephen King is known for writing horror novels. If he started writing children's books, I'd be concerned.

About a year ago, Anne Rice received much publicity because she wrote a book related to Jesus. Since many consider vampires demonic in nature, that was a weird twist. However, I doubt that the Pope will be meeting with her during his current visit. Although he might ask for an autographed copy of one of her bloodsucking dramas.

Hope this helps.
Tom Ciesielka

Dear Marian,

Thanks for your question at the Society of Midland Authors website.

Your question is a big one :) Here are some suggestions:

1. Find out where similar books get media attention and pitch those places.

2. Get a good book on publicity for books (e.g. The Complete Guide to Book Publicity by Jodee Blanco) and see what techniques would work for your book and use them.

Hope this helps.
Tom Ciesielka

Dear Steve,

I can't say that I know first hand about Planned TV Arts. However, they do seem to get their name out there with handling book promotions. As far as Newman is concerned, I am not that familiar with them. My suggestion for whoever you hire includes three simple steps:

1. Look at their track record, do they know how to get publicity for a book that is well written and has an audience that may not have the type of "star value" that attracts the media's attention?. It's one thing to promote a book about the secrets of Madonna's sex life, versus a well crafted biography of a common person with an extraordinary story to tell (meaning media worthy but a harder sell).

2. Ask for a proposal and find out who will do the actual work. While I don't want to get into pricing, a solid public relations campaign will cost thousands of dollars. You want to know what work will be done and whether it be assigned to someone with the right experience and expertise.

3. Read a book on...book publicity. If you read almost any book on book publicity, you'll learn what various elements can go into a campaign to promote a title. Then, when you get the bids to hire an agency, you'll better understand what services they are pitching you.

Hope this helps.
Tom Ciesielka

Dear Rosina, I'd suggest that your submit a biography page to SMA's webmaster, Mary Claire Hersh. The details on how to do so are listed under "member resources" at the bottom of the home page on this web site.

Also, consider coming to as many member meetings as possible. The SMA is a great place to network with professional writers and people involved in the publishing industry. I'd be happy to learn more about your work. I won't be at the next meeting. However, I will be at the annual awards dinner in May.

Hope this helps.
Tom Ciesielka

Dear Sara,

Thanks for your question about web advertising. My primary area of expertise is media relations, so advertising is something I am not as familiar with. However, allow me to give you some suggestions.

In general, before you go for paid advertising, it's important to generate buzz about your book (there's even an ebook someone told me about called Buzz Your Book at www.buzzyour.com). If you book is newsworthy to a particular audience, then you should be able to get some publicity first at their website in the form of a review or story about your and the book. There might even be a blog that you can join in (Of course, you cannot make your messages overly commercial). Then after you get that exposure you can find out how to advertise at those websites.

Also, advertising is something your publisher should know a great deal about. While they may never do as much advertising and media relations as you like, you should at least ask them about what's available. Then ask them the cost. If there are good opportunities, then you might want to partner with them by offer to pay half of the web advertising costs.

Best regards,
Tom Ciesielka

Hi Chad,

Thanks for your question. I have to admit, I do not have a "prepackaged" answer for it. However, let me give it a try.

First, I would look for literary publications that cover short fiction and see if they have a news & notes type section. That would be a place to mention your new offering and maybe provide some artwork with a cell phone where you can read on the screen, "the next great novel" or something like that.

Second, you need to see who assembles content and markets it to cell phone and PDA providers. Most of those offering now are games, video clips and information, and news services. Perhaps your service can be made available through those places.

Finally, you need to get proof that this works before any writers at major media outlets will pay attention. Any respected writer gets hundreds of good pitches. However, you'll need to find a way to break through the clutter to reach the tech and literary type writers.

Well, maybe I have one other suggestion. Research how something like your service made it into the marketplace. My guess is that is was a mix of old fashioned persistence until some bought the idea along with a creative marketing approach that got people's attention.

Hope this helps.
Tom Ciesielka

Dear Willis,

Thanks for sending your message. My experience with getting books published is limited. My area of expertise focuses on promoting the books after publication. What I can offer are a few general tips:

1. There are a number of books that list publishers and have indexes for finding a publisher that would specialize in your type of story and have greater potential in considering in publishing your book.

2. As far as finding a writer, you would need conduct research for a professional writer. If you do an Internet search for professional writer organizations, you'll find a few to help in that area.

3. Look for books that are similar in nature to your story, then research that publisher. For example, "When Corruption Was King: How I Helped the Mob Rule Chicago, Then Brought the Outfit Down" is a book that could lead you to a possible publisher and maybe writer.

4. At the very least, buy a book about becoming an author to learn about the submission process and writing a book proposal.

You seem to have a compelling story. However, now you'll have do the same kind of searching that helped create your story.

Best regards,
Tom Ciesielka

Dear Fran,

Yes, many times publishers hire escorts for their writers when they travel from city to city on a media tour. I think you almost answered your question in how to get that type of work. However, here are my suggestions on some ways I would approach it:

1. Contact the biggest publishers (translation - they have the money for added services) and find someone in their public relations department to explain how they hire local escorts. You could also look for local public relations firms that do book publicity.

2. You could contact the events people at major book chains and ask for the names of author escorts they have worked with. Then contact those escorts and see if you can help them with their work.

3. Of course, you'll need some experience. So research some local authors and offer to help them with a local book tour. Then you'll have some good first hand experience and references to give to the publishers.

Thanks for the offer of the free ride if I get to New Orleans. I'll take it under one condition, that it comes with an order of fried frog legs.

Tom Ciesielka

Dear Billy,

Click here for an example of a press release for a business book on how to deal with change.

Hope it helps.
Tom C.

Tom's reply: Dear Jenelle,

As a disclaimer, I am not very familiar in this area. However, I believe I can help a little.

First, the better literary agents usually work on a percentage of money they bring in to an author. Meaning you should not have to pay up front.

Second, I would suggest that you get a book like "Be Your Own Literary Agent" by Martin P. Levin. Probably any book on the subject would be good to have because it will give an idea of how the process works. Then when you do find a good agent, you can ask better questions.

Finally, networking with other authors is a great way to go. Come to Society of Midland Author events and ask published authors whom they might recommend.

Hope this gives you some direction.
Tom Ciesielka

Tom's reply: Dear Vincent,

There are three books on book publicity that I would suggest:

- "The Complete Guide to Book Publicity" by Jodee Blanco
- "Publicize Your Book" by Jacqueline Deval
- "Guerrilla Publicity" by Jay Levinson (This book covers the topic in a general way. However, it's a great starting place to learn about the process).

I realize these may not be the type of "course books" you asked about. However, if you are local, you might want to check with Columbia College which used to have a good public relations program. Perhaps there is a course there you might want to take.

Thanks for asking,
Tom Ciesielka

Tom's reply: Dear Charles,

Thank you for your question. First, I tried to go to the link for the program and I got an error message.

Assuming your book is about a business topic, I would suggested sending an email and/or fax ASAP to all the business editors and book editors at Chicago media outlets (e.g. Chicago Tribune, Crain's Chicago Business).

In the message point out three to five points in your book that are unique for the topic. Also mention that you are a local author. Be sure to include a link to the program (after you check that it is properly working). In the future, you need at least four weeks to start letting people know about this type of program. Of course, the key to success will be to answer the questions, "What is special and unique about this book" and "Who will benefit from the information."

Hope this helps.
Tom Ciesielka

Tom's reply: Dear Jack,

Thank you for asking about how to market your book. However, that's a very broad question, so please allow me to suggest a couple general ideas.

First, find out if the publisher is planning on promoting your book. If yes, ask them to share their marketing plan with you. Second, make it clear to the publisher that you are willing to help promote your book. That could range from setting up a book signing at a bookstore where you live to contacting your local newspaper and suggesting a story. Third, buy a book related to promoting books. One that comes to mind is "The Complete Guide to Book Publicity" by Jodee Blanco. There are others like it you can find at amazon.com.

The key is to make a plan that works best for reaching the audience that will be most interested in reading your book.

Hope this helps.
Tom Ciesielka

Tom's reply: Dear Mary Elizabeth,

I would suggest asking the publisher or publicist for an accounting of what has been done to date. A simple list like the name of the media outlet, when they were contacted, and the status of their interest. If a media outlet said they are not interested, then there should a note briefly saying why.

You might also ask the publisher to give you some idea of what work this freelance publicist was assigned. It can range from simply sending out press releases to an aggressive campaign with careful follow up.

Some publishers ask the writers for a marketing plan to help promote their book. If you have created one, then find out if there are some obvious media outlets which have not been approached. For example, if your book was about model trains, did the publicist contact the magazines for model train collectors?

Please remember, successful authors must also be their book's #1 salesperson. If this is something you do not normally do, then I suggest getting a book on book marketing and draft a plan to share with your publisher.

Thanks for asking,
Tom Ciesielka

We all want to get paid for speaking gigs, yet sometimes it's hard to figure out a price for presentations. Inevitably, I believe we all underrate our services as speakers or fear not getting a gig and thus charge fees that aren't as high as they should be. What would you suggest as good rules of thumb for speaking fees and when is it a good idea to go pro bono?

Arnie Bernstein
www.arniebernstein.com

Tom's Reply: Hi Arnie,

Speaking fees are one of the mysteries of the universe. The criteria for conference or meeting planners vary widely. It can be based on a budget, a need to have a big name or a news topic to draw attendance, or simply a warm body to fill a program slot.

If you want to know what professional speakers are asking, go to speaker bureau website (e.g. www.leadingauthorities.com). Then seek what the asking price is for something like what you offer. However, if you are approached to speak, feel free to simply ask what is the budget for the speaker and whether it's negotiable.

As far pro bono gigs, you need to decide what your time and effort are worth and if speaking for free have a potential return greater that your time and effort. CAUTION: This requires long-term thinking. Speaking today will not increase your profile or sales tomorrow. Think of it as seed "planting" and deciding if the "ground" is fertile enough to provide some "fruit" down the road.

Thanks for asking,
Tom Ciesielka

Rich Lindberg
rclwriter@aol.com

I think its important to find out up front if there is going to be a fee paid, but by the same token some groups (like Midland Authors,for example) do not have the financial resources to pay an honorarium. It is therefore incumbent on the organization's event planner to extend the courtesy of informing the speaker as to whether or not they pay an honorarium when they ask you to commit to an engagement.

Doesn't always happen of course; Hugo's Companions, a local Sherlockian Group I spoke to this past year didn't mention it and I, unfortunately, did not bother to ask. So when I had finished packing up my brochures, slides and books and looked up, the room was completely deserted. I used to give my talks in the spirit of good will, and never asked public libraries and the community historical societies for a fee - but as the volume of invitations increased exponentially in the last two years, I realized that I was spending a big chunk of my time customizing my talks and revising my slide presentation to suit the interests and tastes of the group I was addressing. Very often this involved an expenditure on my part for new slides and images to compliment the presentation.

Event planners will often tell the author that while they can't pay a fee, they will allow them to sell books at the meeting. Sometimes that works out nicely for the author, but more often than not the majority of people who attend library talks and neighborhood historical society meetings (my audience for the most part) are well over 65 years of age, and this group simply does not have the disposable income or inclination to buy books.

These days I must always ask, and make a value decision. In general, for the types of groups I mentioned - and many of us who write non-fiction know them very well - should be willing to pay the author $100 to $150 per appearance. That seems to be the going rate for regional authors in the Chicago market. Nevertheless, I enjoy public speaking ! and I list my appearances on my website, www.richardlindberg.net, and this brings many new opportunities.

Hi Tom,

I'm an author of more than 50 books for children. Over the last few months I've been developing a webpage at www.ellenjackson.net

I'm wondering if you have any suggestions for webpage promotion. I have a brand new book out (IT'S BACK TO SCHOOL WE GO!) and would like to attract potential customers to my site. Here's what I've done so far: linked to other sites, announced my book on relevant message boards, and sponsored a few contests. In every case, there's an initial spike in hits, but then the hits taper off. Any ideas? Thanks, Tom.

Tom's Reply: Hi Ellen,

First of all, you have a wonderful website with great information.

I would suggest getting your books covered by media outlets that will include your website address. While I am not familar with the people who write about children's books, some media research might turn up good contacts for you. Pariculary if the writers are syndicated or in nation media outlets.

I would also ask your publisher for a list of media contacts. Tell them that you'll do the work to pitch them your book.

I did let Dr. Toy (www.drtoy.com) know about your wonderful books. I suggested to her that you two connect and swap website links.

Hope this helps.
Tom Ciesielka

please click to ask Tom a question