How Do You Get a “Home Town Bounce” Marketing Your Book?

This is another question I've been asked, and it is not an easy one to answer. Even though I spent my childhood and early adult life in Pittsburgh, and still have friends and relatives who live there, I’ve spent more years in Toronto. So what is my "home town?"

I got my inspiration for the characters of The Unveiling from my family, with the result that much of the book is set in Pittsburgh. The story reflects the history of Pittsburgh’s immigrants. (Picture on left shows my grandmother, Anna Rubin, becoming a U.S. citizen. Standing with her is H.J. Heinz.) So I have been hoping for significant interest and a reasonable number of readers in Pittsburgh.

To date this expectation has been partly realized. Family members who live in Pittsburgh have been my best customers and PR people. So have close friends and colleagues, who have not only read the book, but ordered extra copies to pass along to other friends and associates. A few old high school friends heard about The Unveiling, read it, reconnected with me and encouraged others to read it. Other acquaintances have promised to speak with people they know in various organizations, encouraging them to invite me to speak about the impact of mental illness on families.

The biggest “home town bounce” has been the positive review in Pittsburgh’s Jewish Chronicle in late March 2010. I am aware that some people I know provided The Chronicle with review copies, so my carefully worded pitch email probably was not the reason for the review. And another “bounce” came during the past week when the owner of Bradley’s Books in Pittsburgh, after speaking with my cousin, Mel Solomon, decided to carry copies in two of his stores and to invite me to do signings.

I’ve had a few disappointments, probably because I am not presently a Pittsburgh resident. Other than the Chronicle, the Pittsburgh news media has shown minimal interest in The Unveiling. And the Carnegie Library of Squirrel Hill resorted to rigid national library policy as an excuse to rule out my making a personal appearance, despite welcoming “local” authors in the past.

More than getting a “home town bounce” in marketing The Unveiling, I’ve had a “family and friend bounce”. Relatives and friends give copies to associates, and this leads to invitations for me to speak to groups…in Toronto, Florida, Georgia and Maryland so far.

As an author who is responsible for my own book marketing, I’ve been following advice from other authors and public relations experts offered on the social media. Going after that “home town bounce” has been one piece of advice, and it is worth following, but it is only one part of a much more complex challenge.

Good Marketing News

I have a happy surprise to share today. For some time since publication of The Unveiling, I have been disappointed that The Unveiling was not yet available on the chapters.indigo online website.  I am very happy to report that I checked the website today, and it is now available.  So Canadian readers can now purchase a copy directly from various independent bookstores in Toronto, including The University of Toronto Bookstore, Israel's Judaica, Cavershams and The Women's Bookstore, and from both chapters.indigo.ca and amazon.ca.  This should please many of my colleagues who expressed concern about the importance of using Canadian outlets to market my book.

Island Memories

ISLAND MEMORIES

It hasn’t been easy adjusting to the cold weather in Toronto after three weeks on beautiful Marco Island, Florida where I combined a lovely beach holiday with two speaking events about The Unveiling. Marco Island is one of the loveliest Florida spots I’ve visited with its large beach, uncluttered streets and parks, mild weather and laid back atmosphere.

Part of the time we stayed in the home of my cousin, Carol Swartz, and her partner, David Malakoff to look after their dog, Lucky, while they were on a cruise. The new dog park a few blocks from their home was well designed and an amusing meeting spot for dog-owners as well as dogs. Lucky, a labrapoodle, did not play much with the other dogs. Her joy came from gathering all of the tennis balls she could find, bringing them to one spot and protecting them from the other dogs.

We spent the last week of our stay in a beachside condominium overlooking the Gulf. Waking up to the sound of the ocean was a special treat.

Carol hosted a luncheon and “meet-the-author” event at her home for her Newcomers’ group. Twelve people attended and most had already read The Unveiling. Their response was warm and encouraging, especially because several shared other stories they knew of families who had kept mental illness a secret. At the end, several women embraced me, and one invited Ray and me to a dinner at her home that weekend. The friendly and informal dinner added to our wonderful island memories.

The second event was a sisterhood luncheon at the Marco Island Jewish Temple. Again, several people had already read the book – thanks to Carol’s helpful marketing before I arrived. I was impressed by the intensity of the discussion as people shared stories from their lives. At the end, I even sold several more books.

We are looking forward to a return to the Marco Island area next winter and hope it will be for a longer stay. I’m also hoping I can schedule some similar events where I can present The Unveiling and encourage dialogue about the experiences I wrote about.