I first met Linda Chamberlain at a Romantic Novelists' Association ("RNA") London Chapter meeting a few years ago and she made me feel very welcome when I didn't know anyone there. These days, Linda helps to organise the speakers for RNA London Chapter meetings, which have recently moved to a lovely pub near Marylebone, and the sandwiches aren't bad at all, especially washed down with a glass of wine or two. Linda has self-published two books set in the world of horses, and when she recently explained at the Christmas lunch how she sells her books at horse-related events, I invited her to write a post for this blog. Thank you for taking the time to write this interesting post, Linda! Over to you...
Linda Chamberlain on Finding Readers!
I’m in a niche. It’s a big, fat niche and it means I know
what my readers wear, what they get up to at the weekend and where they like to
shop. I can find them quite easily in person and on social media.
You see, my books are unashamedly horsey and so are many of
my readers - although they don’t have to
be. You might find me on a trade stand during the international show jumping at
Hickstead where I sold out of books last year. Naturally, if Waterstones begged
me to do an event I would probably find room in my diary but I’d be much better
off where there is a certain animal smell in the air. I am in my element
talking to like-minded folk who complain there aren’t enough books like mine to
satisfy a summer holiday. And I have the support of a friendly feed company and
an equestrian magazine who have made these book signings at top events
possible.
With more than 1500 self-published books sold in just over a
year I am told I’m doing well. There are nearly a million horses in the UK and
more than three million people who rode a horse last year – I could do better!
I’m about to tell you how I did it although analysing my
method sits uneasily - I can only do it
because my passion for horses and my love of writing have combined to become my
raison d’être.
So, first of all meet the books. The First Vet is the
fictionalised story based on of one of our early vets. It has a bit of crime in
its pages, a bit of corruption and a central love story. A Barefoot Journey is
an account of my high-risk riding…without shoes on my horses. Trust me, it’s
controversial in my world and it’s as cheap as chips and that’s important if
we’re thinking about marketing. The little non-fiction book helps to sell the
novel. Both carry the other’s first chapter at the end and having a 99p ebook
on Amazon is a great help.
I did all the usual things in advance of publication. I
launched a blog, I worked hard at Facebook and I tried to get my head around
Twitter. Which worked? Finding your home is the key.
Facebook groups about natural horse keeping and riding
barefoot horses were places where I could chat for hours about my equine
friends and how I like to keep them. Every day would find me there to the point
where I neglected my own timeline and hardly gave a toot for Twitter. I joined
many groups that interested me but one became favourite, the Barefoot Horse Owners Group – my home. I started giving advice, joined in discussions and
gradually assumed the role of press officer. There is a widespread view in the
equestrian world that if you ride a horse without shoes you might not get very
far or have much fun.
Whenever we saw such an out dated, daft opinion in the
press, I would get my members to disprove the lie with examples of their
prowess which I put in a letter to the editor. I had such fun, my letters were
sometimes published or led to articles while membership of our group began to
soar. In less than a year we more than doubled and there are now 11,000 of us.
When The First Vet was published its author had an attack of
shyness and it took me a little while to put up an announcement. Facebook
groups often don’t like adverts and I was reluctant to overstep the mark. I got
permission first and then put up a picture of the book with some info and a
link. I will never forget the thrill of that day, how Facebook
kept making that pinging noise as people commented on my post, how many people
applauded me, said they would buy it, that it was too cheap. For many, it was a
book made to measure. It was about a true historical figure, one who some of
them had heard about, a man who was way ahead of his time and said the sort of
things we were saying today about the treatment of the domestic horse.
After I was made one of the admins of the group I didn’t
like to advertise too much. The next book got an announcement, I would always
mention if I had a book signing but readers began to do the job for me by
posting they had enjoyed it and that’s how it should be. I was asked to do a special group promotion
at Christmas which was lovely but other than that I am there to do what I love
– talk and advise about horses.
I could never understand when fellow authors told me they
had made friends on Facebook and Twitter. The group has enabled me to mutter
the same thing. People who are good at marketing might call it networking but
really these are my mates and we share a common passion. If you are struggling with social media, Facebook groups
might be worth a look. Find one on a subject close to your heart that is well run and popular. Keep searching if no one
has posted for weeks. Be wary of those that descend into bitching sessions or
are dominated by a bossy clique. My own group is highly active, posts regularly
get hundreds of comments but it is run like a tight ship by a group of six
committed admins.
You need to give your time generously, comment if you have
thoughts or wisdom to share and you will soon get to know people. Approach with
the motto – what can I contribute, rather than what can I take?
The group gave me a springboard for my book-selling career
and for that I am grateful.
My blog, though, is probably my greatest book-selling ally.
I am told it is content marketing. I write about something that people
hopefully want to read and at the end of each post there is an advert for my
books.
Happy book selling, everyone…and please remember if you
include a horse in your book that the echoing sound of metallic shoes is being
replaced by the softer pad of a natural hoof. Just in case you’re interested…!
Thank you for writing such an informative post, Linda, such valuable advice on how to find potential readers! Congratulations on all your success, and best of luck for the future. See you at an RNA London Chapter meeting, soon.
Bio:
Linda
Chamberlain is a journalist and writer and she has ridden all her life. She
also helps to organise the speakers for the Romantic Novelists' Association's London Chapter meetings.
Twitter @lindyloocher
