Want to feel terrible about yourself? Plan an event at a bookstore for your book, show up to the store in your fancy writer’s outfit, and quickly realize that nobody is there to see you except for the bookstore owner and a bored staff member the owner forces to watch your reading.
This has happened to every writer I know and, while it makes for a ruefully amusing story years later in your career, these lackluster events are terribly inconvenient for yourself and the bookstore – particularly if the store ordered copies of your book, and is dedicating an evening to you in place of someone who would have drawn a better crowd.
Of course, now that we’re in the midst of a global pandemic, writers need ways to promote their books outside of in-person events. For years, I’ve run a reading series in D.C. called “Noir at the Bar,” an event where 8-9 crime fiction writers take turns reading stories at a bar (for more about the series, including its national origins, check out this article in CrimeReads). I was recently inspired by my friend Alex Segura, who runs the Queens NY Noirs at the Bar, to move my series online and re-name it. It’s now called “D.C.’s Virtual Noir for Indie Bookstoires,” and we’ve had wonderful success since it debuted in April – media coverage, attendance in the hundreds, and the series has garnered a devoted following.
In the process, I’ve learned some important thing about putting together a virtual event:
Make It Bigger Than You
You might be tempted, particularly if you’re launching a new book this year, to have an event solely focused on your work. I get that. And it makes sense, particularly if you already have a following. If you don’t, then make sure you have a “draw” for your event. For example, ask a better-known author to join you in conversation. Or, if your book has a natural fit with an organization, reach out to them and ask if they have a virtual series you can be part of (you should already know this, to be honest, and really should be asking if you can take part in an existing series). Make sure there’s a reason people will tune in…people outside of your own circle of fans, friends, and family.
Organizations and event planners have been scrambling these past few months for ways to keep their membership engaged. Make your event an enticing fit for them, and they’ll be excited to include and promote you.
Know the Software
Likely, everyone reading this has used Zoom for online meetings and gatherings, and it’s a terrific platform. But it’s not the only one. For “D.C.’s Virtual Noir for Indie Bookstoires,” I use Crowdcast, a site particularly suited for readings where one presenter after another takes the stage. And even though, like Zoom, the site is fairly intuitive, I still take pains to make sure that every writer’s microphone and web cam are working prior to an event.
There are always going to be glitches. Make sure you have a backup plan, and expect to be nimble. Viewers expect glitches, but there is a definite shortage of patience if these problems persist. It’s much easier, after all, to click off a site than it is to walk out of a reading.
Dare to Flair
There’s nothing more boring than an author reading their work. Most writers are famously introverted and not exactly gifted presenters. The last thing anyone wants is to go to a reading where someone is staring down at a book and muttering for an hour. BORING.
Add something fun to your event. For this D.C. series, I have musical interludes where a local jazz star (the fantastic Sara Jones) sings noir-themed songs. And a local mixologist, Chantal Tseng, puts together a custom cocktail for each event (based off one of the books) and gives a quick demonstration of how to make it. Sara and Chantal have become the stars of the series, and an added element viewers greatly look forward to. And both women have suffered the sudden halt of their livelihoods – cancelled live events and closed bars. It’s nice to do something where they have the chance to resume their craft.
Local Media Wants to Know
I mentioned that event organizers have been scrambling for content to share with their members; the same is true with your local media, especially reporters who cover local events. Nothing is happening anywhere and, if you have an interesting angle for your event, you have a wonderful chance to get some attention for it. The D.C. Virtual N@B series has received coverage from DCist, the Washington Post, and NPR – media that, traditionally, had been impossible for me to attract to the in-person events.
Work with a Bookstore
Even in good times, independent bookstores have it tough, and the current economy is leveling local businesses. Every event in my reading series is in support of a local DC/MD/VA bookstore, and the bookstores have responded warmly to this effort, with promotions and dedicated event pages. My region, in particular, is fortunate to have a strong bookstore presence, one that is enthusiastically supportive of its local writers, and this is an opportunity to do something for them.
And it doesn’t hurt, of course, for these local bookstores to be familiar with your name, and to consider you an instrumental part of the community.
You’re getting something out of this, to be sure, but you’re doing something for others at the same time. You’re bringing a sense of distraction and escape to people who desperately need it. Never forget that. It’ll give your event a sense of purpose and determination viewers will recognize and appreciate.
To learn more about D.C.’s Virtual Noir for Indie Bookstoires series, visit https://eaymarwrites.com/noirbar/. To learn more about E.A. Aymar and his upcoming novel, They’re Gone, written under his pseudonym E.A. Barres, visit https://eaymarwrites.com/novels/theyre-gone/.