Rising Talent - The Importance of Networking

You'll need more than your own network to sell a lot of books, you'll need to create a new one.

As someone who had an established and tenured career in tech, I considered my personal network to be quite robust as I neared my book launch. I had several large groups of friends from high school and college spread out all over the country, who were prepared to shout about my book from the rooftops. I had colleagues at Google who knew this had been a dream of mine for years and couldn’t have been more supportive and encouraging. I even had past colleagues who had gone on to other tech companies who planned to post about my book at their new work places, whether it be via their slack channels or internal office groups. I worked hard to cultivate and prioritize those relationships so that when the time came my network would enthusiastically celebrate and champion the achievement of my book launch alongside me.

And they did.

They showed up for me with overwhelming support and love. Even people I didn’t expect rallied behind me. Yet, I soon came to realize during the weeks following the book release that it takes more than your own network to sell a huge number of books. At least enough that can act as a supplemental income. My first month of sales resulted in over 400 hardcover copies sold (not including local events and signings I did) and over 350 ebooks. Looking back I fully appreciate what a feat that was, but at the time I was kind of bummed. I mean, HELLO I’d expected to sell thousands of books. Don’t we all?! (Oh, Claire, you naive newb author.) The last thing I want to do by sharing these numbers is make anyone feel as if their own sales are insignificant or undervalued — I’ve now come to appreciate that any sale is significant — it is simply to emphasize that since releasing my book, I actually have context about realistic sales numbers.

So what’s the problem, you ask? It seems like that should be considered a success.

Here’s the problem with your own network. Many will buy the book to support you. Some may even buy the book as gifts. But, once your network has bought the book, who is left to buy it? Furthermore, after their purchase, you have to wait… wait for people to actually read it, which takes a lot longer for most than binging a TV show. You also have to wait for people to talk about it and recommend it to their own network. I’ve come to see that this takes time and it also still requires endless self promotion. You can have the most supportive network in the world, but no one will talk about your book the way you will.

What do I wish I had done differently? I wish I had started branching out and creating new networks sooner. Since releasing THE RISING ORDER, the new networks I’ve started to form (especially within my community) might not require the same amount of maintenance effort as my deeply embedded old network, but they have been critically important in other ways.

Suggestions for building new networks:

• Libraries (free) — Most local libraries are well connected and put on events that will feature either local authors or authors from around the country. Some are even connected to publicists who secure these events for their authors. Attend these free library events and meet the authors who are featured. Post pictures of the event and talk about the experience. Ask to grab coffee with the library staff to pick their brains, many are well connected throughout the community. Volunteer for library programs. You will want your library to know you, support you, and purchase your book.

• Bookstores — Shop at your local bookstores. Most also put on events, signings, and even have their own bookclubs. Meet the bookstore owners and managers so that they begin to know you before your book comes out.

• Conferences — Seven years ago I attended my very first writer’s conference and met two people who would become my critique partners and also extremely close friends. Attend conferences with the goal of meeting not just Agents or Editors, but most importantly other writers.

• Facebook Groups (free) — I have met many amazing authors in Facebook groups, and I personally find these to be WAY more active and engaging than any other social media platform. This surprised me because before the book released I rarely got on Facebook and preferred other social media platforms like Instagram. Now I’m on every day. Join these Facebook groups before the book comes out so you’re not only using them for self promotion. Find Beta readers, see what people are reading and loving (this can help you formulate your pitch for your own book down the road). There are Facebook groups for every genre out there. *I plan on doing a Substack about the value of Facebook in the near future.

• Book Clubs — There are many local book clubs, and quite a few are created within other organizations or workplaces. Example: A local parks & recreation group has a bookclub and selected my book and asked me to come speak at it. This has been such a good way to spread word of mouth to people who are outside of my network by leveraging people inside my network. It’s very likely there is *someone* in your existing network who is either part of a bookclub or knows someone who is. Example: A good friend of mine who I met at my son’s preschool has a sister who has a huge book club and selected my book.

Next week I will highlight two authors who are working on their first novels. They have both gone through great lengths to build impressive networks within the publishing industry, and have done that by harnessing an important tool that makes them impossible to resist — reciprocity.

How do you feel about the importance of building new networks as you embark on your publishing journey and what has resulted in the most impactful networking opportunity?

Below: Me at an event hosted by my local library with NYT bestselling author, Ally Carter. She was the main attraction, and many people brought my book as a result of the fans she brought in.