SO YOU WANT TO MARKET YOUR MEMOIR - POST # 4

RESISTANCE

My first reaction in confronting the task of marketing was to feel totally overwhelmed as dreams of glory collided with anxiety of the unknown. Free associations like shooting stars, flashed into consciousness. I fantasized about what block of seats I would want my family and friends to have at the Oprah show when she interviews me. Multiple questions preoccupied me including: how could I afford to take off time from my psychotherapy practice to go on a book tour?; could I afford a book tour?; even if I could would it make sense to go on a  book tour?; how does one go about planning a book tour; do book tours really work? How do you measure the success of a book tour? radio show, talk show, book signing party, etc. etc. etc. all of it swirl ling like melting crayons on a multi-colored palette of confusion.

CALM DOWN and RESEARCH

Marketing was, is, totally unfamiliar but being stuck is very familiar. When quintessentially stuck, like now, facing the daunting task of effectively marketing my book, it has been invaluable to conduct research. Applying this stategem:

• I called a friend who had published a book who said he would be happy to share his experiences. His reassurance put me at ease.
• I got sage advise from my cousin, Dan Zukowski {Frame Productions} who  outlined a marketing plan. My anxiety had prevented me from realizing that I am not the first person to be faced with this task, meaning that I don't have to reinvent the marketing wheel. Instead, I am allowed to get help and guidance from those who have paved the way.
• Appreciating that part of me likes to feel that I am inventing the marketing wheel, I went to Amazon and Barnes and Noble to look for books on the subject of marketing. One in particular caught my eye: Jump Start Your Book Sales, by Marilyn and Tom Ross. {"A complete guide to self-publishing"} Intuitively I believed this book had the potential of being a gold mine of information and good sense. Reading it in one day confirmed the validity of my intuition. There is no question that a comprehensive overview, packed with clear, practical good advise with names and numbers to contact is a good anxiety reducer.

• CLARIFYING MY ATTITUDE to MARKETING

Traditionally marketing has not been my forte. It has seemed pretentious and highly narcissistic in the non flattering meaning of this term, it being so patently self promotional. Yet the real truth is that there is a part of me that would love to travel the world, speak to great throngs of people, be considered a true expert in my field. So I have concluded that the first step in confronting the marketing issue was to take a clear unambiguous position as to my truest attitude.

Helping me define my most authentic attitude to marketing have been the following observations:

• Having written and edited my material over a period of thirty-five years has allowed me to objectify my experience, articulating it in a way that does justice to its complex nature ....
• I have received numerous responses to those who have read it ranging from a 'tour de force' on the one hand; to {reading between the lines} a 'piece of junk,'  on the other. Even though the latter comments appear negative - in my way of thinking,this strong negative response is a backward compliment. My reasoning is that If my words can cause such a powerful negative reaction it can't be all that bad.
• Heroin addiction, substance abuse, rehabilitation of substance abusers {seemingly half of Hollywood, sports figures, government officials, teens, people in their twenties, thirties, forties, doctors and nurses who have access to drugs etc.} is clearly in the air. For example, Oprah's first author in her revived book reviews show, has written about substance abuse and rehabilitation. My conclusion is that I have lived long enough to finally be in the main stream.
• Instead of the usual rehash about symptoms I am able, both by (a) personal identification and (b) professional training, to get into and underneathe the Odyssey therapeutic community experience presenting a unique perspective.
• I have a vision of what could be implemented on a grand scale if I could only reach those in power who are in a position to make policy.
• I appreciate and can take advantage of the fact that the Internet is a a huge spider web that can reach to anywhere and anyone in the world who is attuned tuned to what I am saying.
• I realize that I am not getting any younger, thus while I look forward to living and practicing many more years, the fact of realistic limitations is undeniable. Besides the threat of death by terror attack, hurricanes, earthquakes, bird flu, auto accident, random shooting, road rage,revenge attack by known and unknown enemies, and the like, to say nothing of a possible disabling illness, infirmity, and or death by natural causes forces me to press on with dispatch - or as the Talmud aptly asks: " if not now, when? "

Besides these observation, my research has uncovered some intriguing facts - inspiring hope -concerning the nuts and bolts of marketing books:

• My local bookstore buyer indicated that the odds for selling a non fiction paper book are not very great. In response to my question: What would you consider to be a successful number of sales? - his totally unexpected response was five {5} books.... yes only 5.
• I then called the marketing director of my publishing company and asked him the same question. I received an equally surprising answer that the successful number of book sales for a non fiction paper back like mine is 500 copies.

I find these figures encouraging.

FIGHTING DISCOURAGEMENT

The author Elizabeth Royte wrote what seems to be a wry, reasonably realistic, somewhat cynical warning to would be authors like me called Publish and Perish. Her paragraph headings clearly reveal her sobering perspective. These are:

• The Fog of Love
• The Big Suck UP
• Naked in Public
• Euphoria
• Honeymoon
• Obsession
• Denial
• Bitter Recriminations
• Shame and Embarrassment
• "What About Oprah?"
• Reality Beckons
• The Last Hurrah
• Withering

I have no doubt her sad account indeed fits the trip of many would be authors. However, the fact remains some authors get recognized. She apparently got recognized. She got the article published in the New York Times Book Review Section and I imagine she didn't give it to the editor for free.{NY TIMES Book Review Section - October 23, 2005, p. 31}

So while Ms. Royte might be accurate much of the time: NOTHING TIMES NOTHING = NOTHING.

AN ALL OUT COMMITMENT

Having taken myself seriously, struggled to objectify my material, believe I have something original to say that is timely and important, am dedicated to doing all I can do to 'advance the troops', have been encouraged by word of mouth favorable responses to my work, have an overall picture of what can and should be done, can afford financially, emotionally, and psychologically not to have to sell even one book: I am free to go all out to generate a positive resonance with all those who are potentially attuned to my experience. I can think of no better activity to qualify as a golden opportunity for making meaningful connections.

ONE ADDITIONAL CONSIDERATION

Having convinced myself to go all out to market my book the question may be asked: for whom would my odyssey be most appealing?

TO BE CONTINUED