Sophie’s Guide to Conference Success

by Sophie Perinot

I am just back from my 5th North American Historical Novel Society Conference. Yep, I am a conference veteran with all the swagger that entails—or rather deliberately WITHOUT swagger (confidence = good, swagger = counterproductive). And, while I am still thinking conference, I thought I would share my quick-and-dirty strategies for getting the most out of such professional events.

Eventually (and I would argue sooner is preferable to later) every writer will attend a professional conference. For some reason, this prospect seems to engender a certain amount of angst in the heart of word-smith types. Perhaps it is because what we do day-to-day is rather solitary. Perhaps it is because we’ve come to think of our writing as art, or hobby. But once you put a professional conference in the right frame of reference things become a lot easier. Professional conferences are BUSINESS events first and foremost. By treating them as such you are likely to get the most out of them with the least amount “oh my god what should I do/say/wear” anxiety.

Here are my bullet point tips for conference attendance:

• Remember you are attending this event with career goals in mind. Depending on where you are in that career those goals may vary. I attended my first conference before I had a completed manuscript and I was there primarily to learn as much as I could about the “B”usiness end of publishing. I attended this last conference as a published author with totally different goals. Know what you personally want to achieve going into the event. Not generally, specifically. Make yourself a list of goals. If you do this then planning which sessions to attend and even decisions that need to be made on the fly once you arrive will be made infinitely easier.
• Do the prep, seriously. I don’t just mean the research to make sure you are attending a conference that is right for you (right genre, right stage of career, etc). Make certain you’ve made a list of the panels you are most interested in seeing, the fellow attendees you are most interested in meeting. Have the supporting materials you plan to take with you—business cards being the most obvious—ready to go. If you are going to meet someone for cocktails, breakfast, a night cap (all useful), get that on your schedule before you even get on the plane if at all possible. Chaos happens at conferences and while serendipitous opportunities to connect are awesome and should be capitalized upon, you do NOT want to snub someone who you’ve planned to meet up with just because you haven’t got a plan.
• Networking begins long before you arrive at your conference destination and remains vital while there. Please tell me you are already networking inside your genre—following folks on Twitter who share your market niche, friends with people on Facebook, etc. If you are not, now, pre-conference is the time to start. Many conferences have Facebook pages and/or Twitter hashtags, allowing you to begin meeting your fellow participants early. At the last HNS conference we used a hashtag in the lead-up to the event and then quite a number of us live-tweeted from the conference using that tag. This allowed us to spread the reach of the conference to those unable to attend, and allowed us to network with a larger circle than the 300+ people who actually came down to Florida. Seriously consider sharing the wealth of information and experiences you are gaining at your conference by actively posting to social media while you are at the event.
• It’s ALL business, even when it seems like it is not. Yes, there will be social occasions—cocktail parties, meet-and-mingle moments, and you should by all means enjoy yourself and see your friends, but one of the chief reasons to attend a conference is professional networking. If you just stand in the corner and talk to someone you already know from AQConnect or your critique group you are wasting precious opportunities. Work the room and while you do remember—
• It is NOT about you. I know, you spent good money to fly to wherever you are (and on those business cards tucked neatly into the back of your name tag) and you are there to advance your writing, but that doesn’t mean the best way to proceed is to self-promote. Talk about yourself all the time and you seem like a narcissistic twit. Seriously, this is the in-person equivalent of that misguided author who is constantly on social media shouting, “Buy my book.” Listen to people. Ask intelligent questions. What is the person standing opposite you working on currently? Have you read his/her book? Tell them what you liked about it. Find connections and similarities between yourself and whoever is standing in front of you and build a bridge. In other words, having a meaningful conversation is not only your best bet for enjoyably passing the time, it is darn good branding as well. I remember people who were interesting and engaging, people who I had genuine discussions with.
  
  Oh and to the extent you are following my advice and using social networking to keep those outside of the event “in the loop” this same rule applies. Post pictures of other people and not just yourself. Quote panelists. Be a fan, and talk about meeting some of the writers you admire. Do not start every tweet and Facebook post with “I.”

• When you don’t know what to do, say, wear, etc., ask yourself, “What’s the most professional option?” Do you have a day-job? Most of us still do. In your other incarnation—mine was big-law-firm attorney—you know darn well how to dress, talk, and behave, for professional success. You would never get falling-down drunk at an event related to that job (at least I hope you wouldn’t). Well, writing is your other job. Behave accordingly. Sure you might be able to get away with that off-color comment, or super-short skirt and I know we are a society of “Go big or go home,” but you want to be memorable in a GOOD way, not in a “Note to self, avoid Sophie at the next conference” way.
• Do not sweat the small stuff. Forget someone’s name ten minutes after you’ve met them? So what—I can’t remember my kids' names half the time. Make a joke of it or apologize without seeming like you are overreacting. What to wear? This seems to be huge for a lot of people. Why, I cannot say. I mean this is not prom (or any part of high school, thank god) the outfits aren’t the main point. You do not need to change multiple times a day (unless you like to and then follow your zen). Just pick some professional outfits (see last point) and zip the suitcase shut.
• Cool, calm and relaxed—you can manage it, really you can. Relax. Not only will you have more fun and retain more of what you hear (though taking notes is good), you will project the sort of image that makes it clear you are a seriously player in this writing game.

Networking—the most fun you can have at a conference
if you do it right.

There you are—conference ready. Now get yourself registered forthwith, because I guarantee you will have more fun than it should be legal to have and learn more about this industry and your colleagues by attending a writers conference than you will learn sitting at your desk in sweat pants!

Sophie Perinot is currently holed up in a corner of the 16th century working to finish her next novel. Her first novel, The Sister Queens, was published by NAL/Penguin in 2012 and is on sale in bookstores (brick and mortar and virtual) everywhere. Learn more about TSQ here.

In an Instant

by Calista Taylor

I find it really is all about first impressions. Though it's unfair to sum anyone or anything up with a simple glance or a few words, it really is the way the world works. As a writer, and someone who will likely need to promote themselves and their works, this becomes even more important. Our readers (whether they be those buying our books, or agents and publishers we're querying) will too often decide in just a few minutes whether or not they'll stick around or move on.

So what are the first impressions you give others? What will others see? Some things are pretty obvious, but I find other aspects are easy to overlook. I'll admit to having a bit of a checklist that I try to run through, and have posted it below, in case it might help.

• Name—Your name or pen name will be one of the first things a reader notices. Is your name unprofessional or difficult to say/spell/remember? I know this isn't always avoidable, since many write under their real name, but it is something to consider if picking a pen name.
• Book Covers—A bad book cover or one that looks unprofessional may easily give the impression that the story being told is no better than its cover. With a bad cover, your reader may not even get far enough to bother reading your blurb. Your book will never stand a chance.
• Your Query—This goes without saying—your query represents your writing.
• Opening Chapters—Many readers will first read the sample before purchasing. You want your entire manuscript to be well polished and well written, but paying extra attention to your opening chapters certainly can't hurt.
• Your Writing—an obvious extension of the opening chapters. Do your best to make sure your writing is polished and you've told the best story you can.
• Your Bio—Readers want to connect with the authors they're reading. Is your bio bland? Is it longer than a few words? Or do you go to the other extreme of listing your entire resume? I recommend keeping it short, pertinent and personable. I think humor is a bonus.
• Your Bio Picture—I find this doesn't really have to be a picture of you, if you're not comfortable posting an actual picture of yourself. A representative icon/image or painting/portrait works just as well. If using an actual picture of yourself, it should feel fairly professional, even if not taken by a professional. If not using an actual picture of yourself, I recommend NOT using a stock photo of a model. It ends up feeling like you're trying to hide something and you're trying to pass yourself off as someone your not.
• Your Website and/or Blog—Does it look professional? Does it represent you and your stories? Does it feel/look current?
• YOU—I've left the most important for last. In the end, it's all about you, so if you do have an online presence, if you're going to conferences or book signings, remember that everyone around you or those you come in contact with, will have a first impression. Try your best to make sure it's a good one and it's one that is professional and personable. Just do your best to play well with others.

This may all be rather obvious, but too often I find there are things that get overlooked. Is there anything you first notice or that immediately stays with you?

Calista Taylor is the author of several romantic mysteries and has a steampunk craft book due out in September 2012.

What a Teething Toy Taught This Author About Branding and What She Can Teach You

by Sophie Perinot

The discovery that my forthcoming historical novel had appeared on Amazon for pre-order was magic—magic with a little “humbling experience” tacked on for good measure.

I was ecstatic when a friend told me that my book was listed. Here was proof indeed that I had not imagined the whole “book deal thing.” Ha, I thought, let’s see my publisher wiggle out of this now. But my enjoyment soon led to a sober realization—you are only as good as your sales and rankings. I may have a book listed on Amazon (and IndieBound and Barnes & Noble...) but I am NOT a household name. I am not even close.

What, you may ask, brought this fact home to me? To paraphrase Pixar’s marvelous Toy Story, “a child’s plaything.” You see, I am NOT the first “Sophie” Amazon suggests when one goes to the search window and begins to type. Doing this (when I should have been writing my next book) I discovered that when I get to “p” (s-o-p) Amazon kindly suggests another Sophie—obviously a sales-super-star—“Sophie the Giraffe.” I was not familiar with Ms. Giraffe before this, or with her body of work. Sophie the Giraffe is a teether, as in infants gum her with vigor, drop her on the floor and then squeal impatiently until she is returned to their grasp.

Coming behind a rubber toy in a “suggested search” list is a humbling experience. But when I looked more closely at Sophie G, I realized I could learn a thing or two. Sophie is NUMBER ONE in the Amazon “Baby” bestseller rankings. She gets an average of 4.5 stars from reviewers. And she is able to command some serious cash for a figure only 7” tall. In fact, a single giraffe teether costs considerably more than a copy of my novel. Wow.

Sophie G is obviously doing something right when it comes marketing and branding. Here’s what I think.

First, Sophie G has a clearly focused target audience. She isn’t trying to be "all things to all people," she is not a "work of commercial fiction with literary prose, a touch of romance, sci-fi overtones and a Jane Austen zombie character." As a writer, knowing your audience is just as important. Getting cute, trying to catch a ride on the newest trend, or counting on a massive cross-over audience is probably a mistake.

Whatever your genre (mine is historical fiction) you need to be able to clearly envision your target audience (e.g. mine is readers who love stories of royal courts, and specifically those who are drawn to the intrigue, the rivalry and the lifelong connection inherent in a relationship between sisters). Then your target audience needs to be clearly reflected in your packaging (cover, online presentation) and promotion efforts (which blogs your publisher ultimately sends ARCs to, where you choose to advertise).

Second, Sophie G excels in branding. She is HIGHLY recognizable. Believe me. I was at Starbucks and there, tucked alongside a baby in an infant-car seat, was Sophie the Giraffe. Boy did I get excited, "that’s Sophie the Giraffe," I babbled to the store’s assistant manager (who luckily has known me for years), "she comes up before I do in an Amazon search." Writing a good book isn’t enough (not these days with over 8 million books available on Amazon). Authors need to work on their branding. They need a distinct, consistent style so that their audience knows what to expect from their novels and anticipates, with pleasure, the release of their next work. There are lots of very excellent writers working in my genre and in fiction generally but most will never achieve the “marquee name” status of Sophie G. To do that takes luck to be sure but also a whole lot of careful branding.

Third, Sophie G has people talking. Over 700 people have reviewed her on Amazon and those reviews are GLOWING. If I could get a few people to use phrases like "don’t let the price deter you" or "absolutely wonderful in every way" I’d be downright delighted. It’s clear that Sophie is exceptional at what she does. Those who buy her are well satisfied and they talk about her (not just on Amazon either ... I bet she’s on parents’ lips at play-dates and at playgrounds in cities nationwide). Buzz, buzz, buzz.

The basis of buzz for an author is, of course, writing the best novel that you can, but buzz requires something more. You need people to be so enthused about your book that they talk about it and recommend it to friends by name. Of course the two things I’ve discussed already—targeting an audience and carefully branding yourself—can help but, in my opinion, generating buzz also requires author interaction with potential readers.

An author seeking buzz must make him/herself a vital part of writing communities and participate in social media in a "value added" way. In other words, to get “buzz” from others we have to give of ourselves; providing content (e.g. blog entries on our research, links to interesting articles on writing, tidbits on characters that readers can’t find between the covers of our books) that people find interesting and valuable. This is the opposite of the “me focused” online activities I frequently see from writers—you know the kind, “Buy my book,” “Another good review for me,” etc. I’ll bet Sophie G never goes around saying, “Aren’t I great?” And I’ll bet she never bad mouths the competition either (“That porcupine chew toy looks like it’s better suited to a dog”). Publishing is a small sandbox; there is no reason not to play nicely.

In the end though, whether you are an author or a teething toy, it is important to recognize that there is something downright unpredictable and serendipitous about buzz, sales and rankings. Do your best but don’t beat yourself up if you run distant second to a Giraffe. And if keeping track of sales numbers makes you crazy, don’t do it.

Me, I am going to leave the field to Sophie G and stop searching for myself on Amazon. I suspect the final weeks before the release of my debut novel would be better spent putting what Sophie G has taught me into practice.