What I Wish I Knew Before I Went On Book Tour.
The ROI isn't what you think it would be.
Book Tour Expectation vs. Reality
Before publishing my memoir, I always dreamed about going on book tour. On social media, I’d watch as other writers I admired flew around the country, speaking to packed rooms of fans. I’d obsess over their book tour graphics that outlined all the cities they were jetting off to. More events meant more readers clammering to meet them in person. More glasses of champagne with friends. Not to mention their outfits. I’d been dreaming about my book tour wardrobe since before there was officially a book.
So when I sat down in my first marketing meeting with my publishing team I had a rude awakening. There would be no money for a book tour. And most of the planning and responsibility for filling the room would fall on me. When I asked why the publisher was anti-book tour the answer was simple: they don’t sell books.
Which I’ve learned is true. My publishing team wasn’t lying.
Their recommendation was to pick a few cities where I knew people, maybe places where I had some friends who would come out to see me and would invite some others. At the very least if I didn’t sell books I would have a good time.
So, let’s do some book tour math as an explainer:
*This is for two bookstore events in Cincinnati and Columbus and doesn’t account for my time, which as a mother and working writing coach is also precious!
That means I’d have to sell 39 books to break even on my Cincinnati/Columbus tour stops. You might be saying, 39 books doesn’t sound so hard. But I’m here to tell you it’s tough. To sell 39 books you need at least 80 people in those rooms. Some people come and don’t buy books. Others bring books they already bought before the event. Selling even 39 books is by no means a slam dunk.
And I was lucky. I had friends to stay with in both Cincinnati and Columbus (thanks Stacy and Sarah!). I had a friend who was willing to fly out and drive me between cities since I don’t drive (grateful for you, Lisa!) I didn’t pay for gas (Oops! Venmo request me, Lis). Not to mention, the mental and emotional labor of arranging all of these logistics, buying plane tickets, etc. In Cincy and Columbus it happened to work out that I was able to do two events a few days apart from each other so I could make it one trip. But in other cities, like Chicago and Ann Arbor, the bookstore calendars just didn’t synch and I had to fly home in between and make it two trips.
All of this is to say—money, logistics, time, energy and more—are very real things when it comes to book tour.
So, if you don’t go on a book tour for the money, why would you go on a book tour?
At one of my early book events I asked the bestselling author, Ada Calhoun, this exact question and her answer added up to: the emotional ROI.
A writer goes on book tour:
To meet and be in conversation with people who adored their book and love talking about the ideas in their book.
To get to know the booksellers who are your on-the-ground friends telling people who walk in their store to buy your book.
To see friends and loved ones IRL. I met so many of my clients in person for the first time on tour. Staying at friends’ houses, going out to fun meals, celebrating your big achievement - what could be better?!
To rub shoulders with other writers. Whether because a writer is your conversation partner for a fireside chat or attends your event, book tours help to build your literary community.
To build excitement on social media about your book. People like to buy books that they know others are reading. Showing your friends and followers that someone else wants to read your book helps build FOMO–and future sales.
To have a chance to get local press. Some cities, especially smaller ones, may have press opportunities or local radio segments that writers could plug into.
To get good old fashioned buzz through word of mouth. Think about it: your friend comes out to your event and tells two other people how great it was and voila they now want to read your book too. Plus whoever is hosting your event–a bookstore, organization or individual–will promote your book to their whole audience, not just those who attend. There’s exponential promotional power in marketing a book store event.
So, Was It Worth It?
YES.
Book tours are an investment in your writing career and a way to celebrate the momentous accomplishment of publishing a book. It’s hard to see the financial ROI, but like so much of life we don’t always know whether the things we’re doing are worthy of our precious time and money. I hope that people who came to see me on tour tell their friends about The Mother Code— and I can only imagine that there will be opportunities that come out of this that I can’t even fathom right now. All I know is that I feel energized and appreciative. And how often do writers (or anyone for that matter) get to feel that way?
So much of our work is quiet and solitary, vanishing into the abyss of the internet once its published. The tour gave me IRL feedback, which may be the most valuable thing money can (sort of) buy.
XO,
Ruthie
This is a wonderful post! I totally agree—I went on a small, self-funded book tour and I got to see friends I hadn’t seen in years, take two of my kids to different cities (and have them see me out of mom mode), and then also travel on my own in a way I hadn’t really since having kids. And what could be better than having people you love beaming at you from the audience? (I also know it is a privilege to be able to do this, and I really tried to soak in every moment.)
Thanks for sharing! I am very prematurely dreaming of my own book tour. I’ve read lots of reasons why it’s not worth it. Love these reflections on why it is!