That said, we recognize that many authors are hesitant to “toot their own horn” or self promote. They worry they won’t appear humble and that others may perceive them as being tacky or pushing their book on others. And sure, occasionally there is the author who over promotes to a fault—even risking a solid relationship with a retailer.
But self promotion needn’t be obnoxious or pushy. If you worry you might be over doing it, you simply need to ask yourself if you’re investing in a new promotional venture or calling your publisher with a promotional idea because it makes sense for addressing a good potential audience . . . or if you’re just anxious or insecure about “how the book is doing.” This should help answer your questions and calm your worries.
If we look at this practice of reaching out to the consumer less as self promotion and more as finding genuine ways to connect readers, every author can strike a happy medium and really help push their name and book into the marketplace in a natural way.
We encourage our authors to write articles for publications, keep a blog for their fans, connect through Facebook or other social networking sites, build a relationship with their local bookstore, and even engage with book groups. Sure, the publisher can do what they can for the author, but the modern consumer can see through this. If an author can take a couple minutes out of their day to connect with readers personally, they gain a fan for life.
If an author is still hesitant, we gently remind them that in the Christian marketplace, not only are we encouraging readers to pick up a book, but we are hoping the reader may find a valuable ministry message in the book. In this way, a Christian author can look at self promotion as a way to really evangelize to Christians and seekers. Books have the power to change lives in unimaginable ways.
Tyndale’s mission is “Minister to the spiritual needs of people, primarily through literature consistent with biblical principles.” We publish authors and books to accomplish this mission and our greatest hope is to have authors who join us in this journey with a real desire to connect with our readers.