Dear Agony Editor, I’m an author with a new book coming out. I’ve often heard that word of mouth is the best kind of marketing, especially when it comes to books. But I don’t have a clue about how to generate it. Any suggestions? Signed, Tongue-Tied
Dear Tongue-Tied, It’s true that readers recommending books to other readers is an effective way to build awareness and sales. Many people think word of mouth is hard to create. But it’s actually pretty easy. Start by standing in a crowded environment, like a subway car, mall food court, or in front of a free sample table at Costco.
If your author photo is prominently featured on your book’s back cover, wear a disguise, although nothing too elaborate. You don’t want to generate the kind of attention that ends with security being called. Hold your book up and pretend to read. Appear to be very transixed by the words on the page, as though you’re a prisoner to their beauty. Turn the pages, making sure that, with each turn, your facia l ex pressions change markedly. One page you’re terriied. The next, shocked. Turn the pages more rapidly, ramping up your expression. Try making sounds. A pronounced gasp or a cry. Don’t scream, though. (See my note about security.) Sometimes, an anguished “no … no …NO!” can work wonders.