After all those years in Asia, I don't have to do promotion anymore. We just release a Jackie Chan movie and - Boom! - people go. ~ Jackie Chan

I do promotion when it is necessary, but I always want to get back to the music.~Enya

Oh how I wish I could be like Jackie Chan or Enya. To be able to release a book and – Boom! – people reading…it would be lovely. Sadly, that is rarely the case for most authors. You have to build your audience. You have to encourage them to read your words by promoting yourself. There are many ways to do this.

One thing published authors must take into consideration is promotional materials. I'm not talking about promo where you talk about your latest book. I mean the tangible stuff sometimes referred to as SWAG. That's a slang term for free promotional items. SWAG, aka Stuff We All Get, can be anything from bookmarks to t-shirts.

I've used pens, coffee cups, bookmarks and postcards in the past. Honestly, however, paper promo is not really SWAG per se because it is paper. Consider things like beach towels, lunch bags, jump drives, water bottles, stress balls and jar openers instead. You want something the reader will keep using so that they keep seeing your name. This is part of that old marketing adage sometimes called the Rule of Seven.

“The customer needs to see an advertisement seven times before it is effective.”

That generally means seven times but in as many different mediums as you can afford. So a book video, a bookmark, a good review—all of those are marketing in terms of being seen. If you can get something physical in the reader's hands, then you've upped the ante considerably!

Pens are one of the most common swag items. I personally like pens that work. I still have pens I got at RWA conferences three years ago.

One enterprising author put her name and book cover on water bottles. While this is a great idea, it's temporary. Raise your hand if you did NOT throw away the water bottle once it was empty.

That's what I thought. But sometimes, that's okay. I still remember that author's name (Kresley Cole for those who are curious - LOL) and even that the book cover had a ship on it so it must have worked, right?

One difficulty is finding the right source for your promotional items. I want the most bang for my buck just like everyone else. So I find 500 jar openers at one site for .50 each. What about this other site where I can get 650 jar openers for .35? Get your calculators out, darlings. This is where that high school math comes in handy. 500 jar openers at $.50 each is a grand total of $250.00 whereas 650 for $.35 is $227.00. Houston, we have a winner!

But do we, really?

Let's say the second site has an art set up charge of $90 plus shipping and handling BUT the first one is only $40 and if you order by Friday you get free shipping. Well that just bounced the 650 up to $317.00 which brought them up to $.48 a piece. So they are still cheaper than the first site per item but it may be a win for your pocketbook to stick to the $250.00. Or you can team up with another author and cut your cost even more!

For the Romantic Times Booklovers Conference in 2009, I joined forces with Ashlyn Chase to purchase 1000 coffee mugs.

By splitting all the production and shipping costs we were able to get a nicer swag item. It was popular for sure!

Other authors have also combined their money to come up with bigger items for that conference. C.T. Adams & Cathy Clamp offered the cutest lunch bags that were handed out at the 2009 RT Awards that were just stuffed with books. I use mine on a daily basis - good advertising for them, right?

Some good sites to look for promotional items are:

1. http://www.4imprint.com/
2. http://www.motivators.com/
3. http://www.gopromos.com/

You can also ask your fellow authors who they use. Pay attention if they tell you that the customer service was not good. Bad customer service is never worth the money you save.

For my publisher's convention, RomantiCon 2010 this October in Ohio, I will be offering mini bottles of Tabasco with my name, website and tagline.



Here is the actual size.



My plan is to put these out with my business cards and some postcards featuring my latest book, Needing Harte, with the tagline "Add a little Spice to your Life." This story is my first novella-length M/M set in a BDSM world and will release on October 6. You can find that here.

Needing Harte

Harte Donovan has a problem. A murder leads him to wanting a sexy stripper bound and naked in front of him. He can’t let his secret desires ruin his career as a detective. When he’s given a mysterious business card, Harte discovers a side of himself he intends to fully embrace.

Ramey Nichols strips for a living and he’s not willing to pretend to be something he’s not. When this sexy submissive meets the closeted cop and unwitting Dom, something has got to give. That something might just be Ramey. Ramey knows what he wants, and more than that, finds himself Needing Harte.

This is part of a brand-new series called 1-800-DOM-help

So what kind of swag do you like to get? Do you still have anything from conventions past? If you have a great promo place, please share it with us.

The Accidental Series

By Janet Miller/Cricket Starr

The subject of series came up recently at one of my local RWA chapter meetings and it made me think about the kind of series that I’ve written. There have been four of them so far, all of them in different worlds, and I’m working on a fifth one now.

I call these series “accidental” because for the most part the first book in the series was never intended to part of a series. They were stand-alone books that were well received and so I found myself expanding on minor characters to give them their own stories. This differs from “planned” series where the author maps out from beginning to end each book in the story arc in advance of the first book’s completion.

The most recent series I’ve created is called Memories Divine, about a fantasy kingdom called Gal and a goddess called Gillan D’Amatah who likes to meddle in other people’s love life through their dreams. The first tale was Memories To Come, a short story about a warrior chained and dying in an abandoned fortress, and Gillian’s visit to him to show him what his life would have been like if he’d just stayed with that village woman the goddess had put in his way years earlier. I had so much fun with the story that I wrote a companion short story called Memories Revised where a similar plot had the heroine of Memories To Come rethinking about that warrior she had been too timid to entice into her life. The stories dovetailed together at their ends with both heroine and hero having a happy ending.

For the third story I wrote Memories Undone, which will be released as a short novel on June 18^th in ebook format, and in print along with the other two stories in an anthology called Memories Divine next month. Memories Undone is much longer and features a minor character from both the other two stories named Captain Albinan, a handsome nobleman with a scar and a lack of faith in love. His love interest is actually his long-estranged wife, and it begins with him receiving a letter from her ordering him back home. She is the princess of Gal and she thinks she needs to have a child to save the country...but the goddess comes into the picture and points out that perhaps everything is not as it seems to be.

Series exist for several reasons. Readers tend to like them. If they enjoy the world building in a book, they will look for more in the series because they want to see more of that world. If this is a character-based series with the same main characters, they want to see more of those characters. People pick up books in Janet Evanovich’s Stephanie Plum series because they want to see what happens next to Stephanie, Joe, and Ranger.

If the series arc is about a group of people, such as a set of siblings or good friends, then readers want to see what happens to “brother John’s” character, introduced in the first book as someone scoffing over the idea of love, then falling in love himself in book three. With each book the author broadens their world to include a vast array of characters. Sometimes one or more minor characters are too colorful to forget and will actually spawn another series. Some authors can build entire career on these linked series.

Authors like to write series because dedicated fans will always pick up the next book of a series. It is as close to a guaranteed sale as you can get. You build one world and set of characters and then build a story around them...while this doesn’t mean the book will be easy to write, it can have advantages over writing in a brand new world every time.

The key to writing series, even if you end up doing by accident, is that once you know for sure that you are going to be writing more than one book you need to create an outline for the series. Something like a guide to how the books will relate to each other. If you have continuing characters (and you most likely will) you should create bios for them with at the very least name, description, and other details that you’ll need for the rest of the series. This can be done very simply, or in great detail, but it is far easier to have in one place the eye-color of your main character from book two rather than have to constantly be opening a copy of that book to look it up. If your character in book three never curses, it would not be a good idea in book six to have them swearing...unless you can explain it to the reader.

In general accidental series can work out okay, but it can be far better if you planned your series story arc in advance. If you don’t then be prepared to scramble together a series story arc that works with what is already out there, and do it fast because once that first book is out there the readers will be waiting for the next one...and the one after that.

So you want to write a series…

Whether with another writer, a group of writers, or just your very own special series just for you (well, and your readers!), there are certain things you must be prepared to do. World building is a must – whether you’re working by yourself or with others. Your first consideration should be continuity. What time period will you be writing in? If you’re working with other writers, you must decide on what commonalities your works are going to have – are you going to set all your stories in the same town, in the same hotel or restaurant, or nightclub? Are your characters going to interact with the characters of the other stories? If so, you have to come to some understanding of the other author’s writing process and figure out how your characters are going to interact and how often.

You need to track when a character mentions parents, hometowns, siblings, etc. A series is really a type of soap opera when you think about it. Characters in the same place who may or may not interact with one another. An interesting example of a crossover is J.R. Ward's new Covenant series. In the first book, a character from her previous series makes an appearance. It's subtle and you have to have read the first series (Black Dagger Brotherhood) to get the reference. But trust me, if you have readers who have read the other books, they will notice when the heroine of your fifth book is the sister of the hero of the first book who said in book one he only had brothers.

If you’re doing your own series, there’s still plenty of world building that must be done. You have to decide on the “rules” of your world and then stick to them or the readers WILL call you out on that. Want to write a vampire story with a twist? Better use that twist but don’t forget what it is! Want to set all your stories in the same town? Don’t move any building from one story to the other unless it’s part of your plot to have disappearing buildings or blow something up!

One thing to do to preserve continuity is to have a character from a past book do a cameo in another book. This will do two things at the very least. It anchors your new book in your world. Plus if someone is reading out of order (and we all do that at some point), it will alert them to past books hopefully encouraging them to pick up some backlist.

Series shouldn't try to reinvent a wheel that was created in the first book. That's why a bible is important. No, not that Bible. In this case a bible refers to important story pieces that you need to remember.

In our Lusting Wild series, we have a several groups of shifters. Our bible includes listing who is in which Pack. For instance there's the Compound Pack who cause quite a bit of trouble in Changing Times and Changing Hearts, books one and two in the Lusting Wild series. But by book three, Changing Focus, the Compound Pack has shifted (you should pardon the pun) towards a more law-abiding pack although they still have one or two control issues that the hero of Changing Focus, has to deal with.

When you are writing a series, you really want to make sure that you provide enough clues for the next character's story as well. We recently got a comment on our publisher's page regarding a supporting character from book three. The reader was hoping his story would be next. We have good news for that reader. Gareth's story is definitely one we will be working on. Book three also re-introduced a were-leopard lawyer character who had a small role in book one and a minor character from book two, a member of the Compound pack, who is a wolf as well as a lawyer. The interaction between them intrigued us enough to start plotting their romance as well.

Currently, we are working with a group of fellow Ellora's Cave authors on a new multiple-author series. This particular series will have only two common elements-a phone number and a private club. The stories will be contemporary erotica with a BDSM twist. We have all worked on the concept and common characters as well as shared our synopses for each of the books. The next step is putting a proposal together to pitch to The Powers That Be aka our Editor-In-Chief. Our hope is that she will like the series idea enough to give it the thumbs up. Then we have to write the books individually. The process will be the same in that we have to submit them to an editor, but because they will tie into one another, we plan to have a group marketing effort.

A good example of this type of multi-author series is the Crimson City series. Authors Liz Maverick, Marjorie Liu, Jade Lee, Patti O'Shea and Carolyn Jewell all wrote manuscripts within this world. Their paranormal world featured a cast of races that allowed the authors to delve into their favorites while pulling in cameos from other characters in other books. It was so well-done that there is a rumor that Crimson City may be making a comeback.

So do you read series? If you do, what do you like best about them? Do you catch small mistakes from a secondary character's emerald green eyes suddenly becoming ice blue in the fourth book? Why do you read series? Do you prefer single titles to series? Considering all of this will help you become a better series writer if that is your goal.