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Plug Your Book!
95
Blog conversation
When responding to a blog audience, be succinct and keep the
conversation moving. Blog conversation is a two-way street, and
exchanging ideas makes compelling content. At the end of each of your
responses, conclude with a question, such as “What’s your take on that?”
or “How do you feel about this?”
Be prepared for the occasional rude or embarrassing question. For
example, if your book is about barbecuing, be ready for questions from
animal-rights activists. Feel free to ignore off-topic comments, and
simply continue with your message. But don’t shy away from substantive
arguments—nothing sells a book better than controversy.
At each stop on your blog tour, mention your previous appearances
on other blogs and provide the links. This will generate continued
readership and cross-linking among blogs.
Archiving your results
Keeping screen shots of your blog appearances and a journal of your
correspondence with bloggers can come in handy later. You can review
the tour to see which sites and techniques were effective. Record the
contact information for each blogger: their e-mail addresses, phone
numbers, and mailing addresses. This way you’ll have a running start if
you decide to conduct another blog tour some months later.
To see archived screen shots of a blog tour, see:
mclaren-blogreport.htm
Encore appearances
Blog tours don’t always cause a big spike in sales, but they do fuel
word of mouth for your book and build name recognition. Each time you
appear in front of your target audience, it’s a plus. When a blog
appearance goes particularly well, don’t let it end there. Offer to write a
monthly guest column for the blog in exchange for a link to your site and
a permanent buy-the-book affiliate link.
Map out your blog tour strategy a few months before your
publication date. But don’t make the mistake of scheduling a blog tour
or any other publicity before your book is available for sale. Blog tours
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