When my first book, Bread Science, came out in 2006, I had a list of ideas on marketing from a guidebook I had read about self-publishing. I made a sell sheet, sent it to bookstores, and got no response. I tried to schedule readings at my local bookstores, also without much luck. But somehow the book started selling, and has sold steadily ever since. I attributed this to luck (meeting Peter Reinhart) and timing (artisan bakeries and home baking were about to blossom) and the fact that there is no other convenient place to get the information I included.

When my second book, Somewhere and Nowhere, came out last year, I did not expect it to sell like Bread Science. I had a revised list of ideas to try: scheduling events not in bookstores but in outdoor supply stores, maybe contact the local radio station. It was hard to follow through, and so I pushed the work aside.

A conversation last weekend led me to realize some things.

My involvement in communities that relate to bread aids sales of Bread Science. I teach bread classes, attend science events with my bread table, and network with bakers. I participated in the (now defunct) #breadchat on Twitter. These methods of marketing came easily because they were authentic—I would have participated with or without a book to sell.

In contrast, I’m not part of communities that include target readers of a book about self-discovery on a cross-country bicycle trip. I’ve always preferred to ride solo, not in a pack. I’m not part of a travel company community; my riding partner and I actually rejected the idea of going with a company and were thankful we had. And self-improvement has always been something I work on alone or by talking with a friend (or, at times, a therapist).

I’ve refocused my marketing plan for Somewhere and Nowhere with these two ideas:

1. I can authentically become part of communities or groups that contain potential readers.
2. It’s okay if the book gains readers slowly.

This makes me feel a lot better because I’m more comfortable when I am being authentic. It removes the pressure of trying to sell the book, and makes me feel braver about approaching others with it. It also ties in with an idea I heard recently, that for self-publishers, building an author brand is the route to success, and sales build over time. I don’t need immediate promotion of one title, with a six-month cutoff for success, as is common in the traditional publishing industry.

My first idea is to write a list of discussion questions for the book and then approach the local library’s outdoor book club. I could attend the book club if they decide to read my book, and interact with the readers. I’m also going to follow up on my idea to approach bloggers who review books or discuss travel or bicycling. This was on my original marketing idea list, but I feel more comfortable about it now.

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