Nuts & Bolts
Marketing
By Frank Joseph, WIW Member
Author, journalist, publisher and WIW member Frank Joseph knows
that the success of a novel depends on much more than just writing
a good book. In addition to producing a powerful novel titled To Love
Mercy—about race relations and coming-of-age tensions in yesteryear
Chicago—he's also been a committed, strategic and opportunistic marketer
dedicated to giving his book the widest possible audience. He recently
shared an example of that effort—and the fruits of that labor—with
WIW in what he calls "the power of serendipity."
In late June of this year, I was on my way to my reading at 57th Street
Books in Chicago when I dropped in at the Northtown branch of the Chicago
Public Library. I did this because a friend reported seeing To Love
Mercy displayed on the "new fiction" rack. Sure enough,
it was there.
I inquired and wound up meeting with Rose Powers, the branch manager. It was
a lucky meeting indeed:
- Every Chicago Public Library branch has ordered a copy of To
Love Mercy . The Harold Washington HQ library has ordered 6
or 7 copies. The Woodson and Sulzer regional libraries each have
ordered 3. That's around 100 copies.
- My book has a bright yellow-and-red sticker on the spine that says "Chicago
book". Each library decides about affixing this sticker, Rose
says, but most branch managers conscientiously review each new book
that come in. So the sticker may be appearing on many spines.
- The Chicago Public Library recommends books to teens, Rose told me,
via a widely distributed brochure called "The List." Rose
has connections. She will try to get To Love Mercy into "The
List."
- And Rose will try to get To Love Mercy into consideration
for "One Book One Chicago." This could be gigantic—the biggest
thing next to Oprah. I encourage any of you out there to submit To
Love Mercy for this honor. Just send your recommendation in an
email to: 1book@chipublib.org .
- Rose has invited me to speak at her branch when I return to Chicago
in December.
- Rose will make sure I speak at the branch her HUSBAND manages too.
- And Rose promised more. All this before she has yet read the book.
All because I stopped by, truly, on a whim.
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