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Book Tour: Marketing Lessons from the Street People by Morgan Mandel

When my first book, Two Wrongs, was published, I thought my work was finished and I could relax.  Very soon I learned otherwise. What good is a book if no one knows about it?

So, the promotion began and is still going on, even after the publication of my second novel, Girl of My Dreams.  I’ve done all sorts of things to get myself and my books known.  I maintain a website at http://www.morganmandel.com, I’ve created a book promotion network at http://bookplace.ning.com, put up videos on YouTube.com, joined tons of listservs, done interviews, sent in for reviews.  I’ve lined up book signings, conference and library panels, done a display case at the local library.  I’ve ridden in the 4th of July parade, passed out bookmarks at the doctor’s and dentist’s office, also in the jury duty waiting room.  I belong to Romance Writers of America, Mystery Writers of America, EPIC, and Sisters in Crime.

Still, that’s not enough. I’m always looking for new ways to market myself and my books. That’s how I became aware of the Street People and what I could learn from them.

If you work or live in a metropolitan area like Chicago, Street People become part of the landscape, so much so that in Two Wrongs, I even included them in the plot. 

On almost every work day, as a walk from the Ogilvie Transportation Centre in the Chicago Loop, and head to my day job as an administrative assistant at a law firm, I often hear the cheerful words, “Happy Monday,” coming from one of the Street People.  I’ve heard the same man say that greeting many times. I don’t need to look to know who it is.

Further along, I hear someone say, “Hello, young lady in the stylish hat.” Since I’m the only woman in the vicinity, the man has to be speaking to me.  I resist a smile. For one thing, I’m definitely not young.  For another, the striped knit hat pulled low over my forehead and my ears to block the Chicago wind is more utilitarian than stylish.  Still, what he says makes me feel good, at least for a moment.  Maybe I still look young.

I see another Street Person sitting on the cold sidewalk with a cardboard sign in front of him which reads, “I’m not really a bad person. I’ve just made some bad mistakes.” Seeing that sign makes me think. Anyone, no matter how clever and careful, can make a mistake with disastrous consequences.

Almost at the office, in the last block, as a pass Wendy’s, I notice another Street Person holding open the door for a patron.

How can I incorporate what I’ve noticed from the Street People in my own marketing?

• Well, the first person who always says the same greeting except for changing the day of the week, reminds me to give people what they expect.  On my business card, after my contact information, are the words: For fast-paced, poignant mysteries or sweet romantic comedies, and that’s what I intend to provide.

• The one who complimented me about my hat and made me feel young, reminds me to be more aware of other authors and praise them for their efforts. Cooperation and networking are important in my profession, as in most businesses. 

• The man with the sign saying he’d made some bad mistakes reminds me that I’m not perfect. If I make a mistake, it’s better to own up to it. Also, if I don’t know how to do something, there’s nothing wrong with asking someone for help.  I’ve learned that most authors are willing and happy to offer advice.

• The person holding the door open at Wendy’s reminds me that providing services for others and sharing my knowledge is a much better way to promote than by blatantly pushing my books on them. 

So that’s what I’ve learned from the Street People.  If you look around, I’m sure you, too, can find marketing tips in unlikely places. I invite you to share your observations.