Thursday, May 04, 2017

Guest Post: Lindsey Lane on Marketing & Paperback Release of Evidence of Things Not Seen

By Lindsey Lane
for Cynthia Leitich Smith's Cynsations

What are you supposed to do when your debut novel releases in paperback?

a) Nothing

b) Heave a sigh of relief

c) Let everyone know

d) All of the above

Ahhh, the conundrums of marketing.

Guess what? There is no prescribed method for marketing our books. There is no must-do, have-to do, should-do list. There is no recommended amount of time you spend doing marketing.

And guess what else? Marketing is counter-intuitive to every thing we love to do as writers: stay home in comfy attire and create imaginary worlds. Marketing is a little too real world, right?

So of course, I was tempted to let the paperback release of Evidence of Things Not Seen (Farrar Straus Giroux, 2014) slip into its soft cover without much fanfare.

I chose not to do that because I’ve always had this vision of Evidence passing from hand to hand in the hallways of high schools and I always saw it happening in soft cover format. Certainly the paperback price point made that vision more attainable.

So what to do? 

Lindsey & Cyn at the Turkey Trot in Austin
Because I live in Austin, I have the luxury of going out to lunch with friend, mentor, colleague and super kidlit guru Cynthia Leitich Smith.

“Why not reblurb it?” she said.

“Wait?! I can do that?” I asked.

She explained that because Evidence has been out since 2014, lots of other writer pals have read it, liked it and probably want to support it. 

I loved this idea because part of what makes sense about marketing for me is building community. No community is better than the children and young adult literature community. We cheer our releases, our successes and our causes. 

I reached out to three young adult writers Jennifer Matthieu, Conrad Wesselhoeft and J.L. Powers, all of whom had loved Evidence, and asked them to write a few lines.

Here’s what they said:

"This is the kind of book you tuck in with and escape into, and it will stay with you long after you finish the last lines. Haunting and beautiful.” Jennifer Mathieu, author of The Truth About Alice (Roaring Brook Press, 2014), Devoted (Roaring Brook Press, 2015), Afterward (Roaring Brook Press, 2016) and the forthcoming Moxie (Roaring Brook Press, 2017).

"Ever look at a pearl and notice that its one color is, in fact, many colors? That’s the beauty of Evidence Of Things Not Seen, the stunning debut novel by Lindsey Lane.” - Conrad Wesselhoeft, author of Adios Nirvana (Houghton Mifflin Harcourt, 2010), Dirt Bikes, Drones and Other Ways To Fly (Harcourt Brace, 2014).

“The narrative jiggers between unexpected opposites—joy and fear, love and violence, grief and hope—all the while holding forth the constant idea that the world offers us credible evidence of what seems impossible if we only know where to look.” J.L. Powers, author of Amina (Allen & Unwin, 2015), This Thing Called The Future (Cinco Puntos Press, 2011), and the forthcoming Broken Circle (Black Sheep, October 2017).

What happened after I received those new blurbs was like sprinkling fairy dust on me and my book. I got reinvigorated.

Let me explain. 

When your book debuts in the world, it begins a journey, which is somewhat separate from me (think kid going off to college). People would ask me how Evidence of Things Not Seen was doing. Other than royalty statements, I didn’t know. 

I imagined my book toddling around the world perched on book shelves, cradled in someone’s lap or passed to a friend with, hopefully, an urgent recommendation. Yes, I had school visits, speaking engagements and signings but really after your book is out in the world, it has its own experience with readers.

After receiving those blurbs, I researched advertising and book tours. 

Advertising is a bit of a gamble. One time in Publishers Weekly or Booklist is hugely expensive. But Facebook is doable. It’s cheaper, effective and targeted. If there is one reason to have an Author page, it is being able to run these kinds of ads.

As for blog tours, I decided to try out LoneStar Literary.

I’d been receiving their newsletter for a few months and noticed that their content and readership was growing. It was also Texas-based and helmed by women (always a plus).

Because Evidence is set around Blanco alongside US 281, I decided LoneStar Literary would be a great fit. For a very affordable price, I had a 10-stop tour, which included four new reviews and a giveaway.

It was a blast. Great exposure. A lot of fun. Terrific support on Facebook and Twitter. Apparently, it
was a successful tour because Evidence had the most giveaway entries so far for a LoneStar Book Blog Tour. Here is a link to the complete tour.


Promoting the paperback release of Evidence was like taking a honeymoon trip with my book. Even though I am currently engrossed in a new world and its characters, I remembered why I wrote Evidence and why I loved that world and its characters.

Putting together a little hoopla for the paperback release was unexpectedly fun. Highly recommended.

Book Trailer


Cynsational Notes

Lindsey Lane is the author of the young adult novel Evidence of Things Not Seen (Farrar Straus Giroux, 2014) and the award-winning picture book and iTunes app Snuggle Mountain (Clarion/PicPocket Books). She is represented by Erin Murphy Literary Agency.

Before she received her MFA in Writing for Children and Young Adults from Vermont College of Fine Arts in 2010, Lindsey was a features journalist (Austin Chronicle and Austin American Statesman) and an award-winning playwright (The Miracle of Washing Dishes).

Lindsey is a featured presenter at schools and conferences and universities and also teaches writing at Austin Community College, Writers League of Texas, and the Writing Barn.

She lives in Austin, Texas but loves to travel, especially to the ocean. She loves books, films, good food and her cadre of dear friends. Her idea of a perfect evening is having a dinner party at her home with friends from around the world and discussing everything under the sun while eating, drinking, and laughing.

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