Virtual Book Tours by Phone

Dear Authors,

In this issue of BOOK BUZZ! I'll tell you how to conduct a "virtual book tour" from the comfort of your home or office. For most authors, going on the road to do a book tour is just too expensive and time consuming. But there is another way to promote your book that's almost as effective. Many authors also don't have the connections or time to do speaking engagements in churches. A virtual book tour—done over the phone—can be the answer!

THE ESSENTIALS OF A VIRTUAL BOOK TOUR

Here are the steps to setting up a "stay-at-home" book tour:

STEP #1:
Decide when, where, and how you will do your virtual book tour—the "when" being the date and time (and for how long—say 60 minutes), the "where" being locally or nationally, and the "how" being whether you will be interviewed by someone or do it solo. The "how" can also include whether you will open the call up for questions or just talk about your book. If you have more than one book, do one book per call. You can always schedule additional calls for your other titles.

STEP #2:
Promote the event through emails and/or postcards. Who will you promote it to and how will you get their contact info? If you're going to do a local event, you can use your own list, have churches announce it, place small ads to announce it, and/or tap into your associates mailing lists, etc. If you're going to do it nationwide, use the above plus include bookstore contacts from around the country, various media people, and e-zine lists from likely sources. Start promoting the event at least two weeks in advance.

STEP #3:
Create a way for people to register for the event. If you have a website, you can send people there to register. If not, have them email their registration to you. Either way, respond with the call information: the phone number and access code. Also repeat the date, time and subject of the call. Ask them to print a copy of your confirmation and tape it to their wall as a reminder.

There are two reasons you want them to register: 1. You want their contact info to build your list (at least get their first name and email address) and 2. You need to know how many calls may come in so you can prepare your "bridge line."

You can also invite them to submit questions to you about the book or yourself (be sure you answer the most frequently asked questions when you do the call).

STEP #4:
Set up your "bridge line." This is the teleseminar service provider who will handle the calls for the event. Here are a few service providers:

http://www.saveonconferences.com
4.5¢ per person per minute for a non-toll-free number (unlimited participants)

http://www.budgetconferencing.com
same rate as above but they charge extra to record the call

http://www.freeconferenceservice.com
free conference calls for up to 50 callers at a time

http://www.freeconference.com
free conference calls for up to 100 callers at a time (RSVP system)

STEP #5:
Decide how you want people to buy your book. If you want to sell autographed copies, you'll need to sell your own copies. They can buy these over the phone from you (later) or at your website. If they don't need to be autographed, you can send them to Amazon.com (if your book is available there). Do you want to offer a special bonus to your callers who order books? Could you create an inexpensive handout or report that you could copy or print yourself—or just email a file to them? (If they order from Amazon you can have them email their order confirmation from Amazon as proof of purchase, then send them the bonus.)

STEP #6:
Send a brief reminder email the day before and/or the day of the call.

STEP #7:
Start the call! Be prepared with an outline, caller questions/your answers, and/or mark any excerpts you will read from your book. Try to be the first one on the phone line. Welcome callers as they join the call—you may hear a beep when that happens (and optionally open the lines so people can say their first name and the city they are calling from). Then follow this by a more formal introduction of yourself. Next mention why they should be on the call. All of this should take no more than 5-7 minutes. This gives new callers a chance to dial in before you start your presentation/interview.

STEP #8:
Proceed with your presentation/interview. A few times during the call, mention how people can get your book. You need to do this more than once because people may not be on the call for the entire presentation. Toward the end, open the lines up for questions if you like. At the end, summarize your main point, remind them about how to get the book, make any other announcements necessary, and thank all of the participants on the call. When you are done, say good-bye and hang up.

STEP #9:
Send a followup thank you to all participants, reminding them about the key points of your presentation and give them another chance to order. Then begin filling orders if they are coming directly to you. Additional follow-ups can be designed to take advantage of your new e-mailing list.

This whole process can be repeated as often as you like by contacting new people. You can even do multiple "local" events by remotely targeting new cities around the country. By utilizing virtual book tours, you can reach far more people than you ever thought possible—all from the comfort of your home or office!

TIP: Your second call will be better than your first. The third, better than your second. Keep at it. You'll get better!

That's it for now.

Warmest Regards,
Brian Banashak, Publisher
© 2004, Brian Banashak