1. Direct mail vs. email. From my own personal experiences in list generation, I have found direct mail (snail mail) is much better than email. Please note that this pertains to my own personal target audiences, which are usually female and of middle age or more. They still like receiving something in their mailboxes – and they will keep physical hard copy.

A lesson learned: If my targeted organizations (woman’s clubs, senior groups, libraries, historical societies, etc.) have websites and contact references, more than half either don’t respond, have outdated information, don’t check or update their sites, or I receive undeliverables. It seems the local groups decided some years back to have a website and probably recruited one of their kids or grandkids to set it up, but they never maintain it. So I simply use the address and phone number, and send a real live flyer.

2. The flyer itself. I have spent more than 30 years I advertising and public relations, so trust me on this one! YOU ARE NOT PROMOTING YOUR BOOK; YOU ARE PROMOTING YOUR AVAILABILITY AS A SPEAKER. Prepare your flyer accordingly.

You need a bold headline announcing your availability to serve their needs. A typical headline should be: “Looking for a speaker for your next meeting?” or something to that effect. You don’t need to get too creative with it; you need to get your point across quickly.

After that, you can show a coy of your book, announce yourself as the author of “your book” and say a few words (no more than 25) about the book’s subject. Then list 3-4 items you cover in your talk. Since my own book, “LADIES: A Conjecture of personalities” is about the “old” First Ladies, I usually list of few general subjects I cover I my talks, plus a note saying that I can prepare a talk geared to their specific requirements. For instance… a talk about Mary Lincoln on Lincoln’s Birthday, or a talk about the health of some of the First Ladies for the Ladies’ Auxiliary of the Hospital.

Review blurbs about your book are helpful. No more than three, and summarized succinctly. Identify the reviewer and website or publication.

Don’t forget to include all your addresses: physical address, email, fax, phone and website.

A lesson learned. Use colored paper when printing your flyer. It stands out in the mail, and will be easily visible if the recipient puts it away I a folder. Remember, most groups meet monthly, and the recipient needs to bring the matter up at their next meeting.

Another lesson learned: I do NOT list any fee on the flyer. Since I try to keep my rates flexible (i.e. based on distance traveled), I don’t want anything written in stone. When the recipient calls me, we can discuss honorarium fees and reach an agreement. In addition, there are some groups who will tell you up front that they pay $”x”. It may very well be more than you would have charged, so let them go first!

One more lesson learned long ago: A personal hand-written note always helps! I always write something like “Book now for spring!” or “Per our conversation today” right on the flyer. You now become a human person.

3. Other things to include with your flyer.

After I had done a dozen or more talks, and had gotten rave comments, I decided to back the flyer up with some remarks by my audiences.

On the reverse side of the flyer (to save a tree), I used a headline “What they’ve Been Saying About Feather Schwartz Foster”, printed a photo of my gorgeous self, and listed brief comments that people have written I my guest book. To respect their privacy, I don’t use last names. I merely say “Evelyn R.” or “Margaret McC” and the name of their organization.

It is also important to include a appearances you’ve made and those that are scheduled. My list now runs two full pages, and I will be deleting some of the early ones shortly. It makes an impressive package. You are indicating not only your experience, by the types of organizations you solicit (so they can judge if you are right for them), and it also gives them places to call for references, should they wish to do so. Libraries are notorious for checking with their sister-libraries.

Fold your package together as a self-mailer, and send it merrily along.

4. Record keeping. These are all lessons learned.

If you plan to follow up, keep a record. Organization, contact, address, phone and date the flyer was sent.

If you don’t plan to follow up, don’t bother.

I try to send out 5-10 flyers ever week or two, and I only keep records when I get a response – or if it is a group that I really wish to attract, and am willing to pursue more actively. When someone calls me, that’s when I make out a contact card.

More lessons: In the long run, with the types of groups I target, it is more efficient to let them come back to me before I waste time with needless paperwork.

Once you make an active contact, i.e. have scheduled a date or tentative date, it is time to keep records, indicating the vital statistics (including email address where applicable, the date of the contact, the date of the program, any specifics of the program that may be appropriate (such as 50-75 members in the group), and the fee that has been determined.

Always ask about the nature of the group. The total membership, how many can be expected to attend the meeting, the age range, if appropriate, and whatever else may be pertinent to your appearance.

The week before the talk, get directions. Most groups will contact you a few days prior to the meeting to confirm – especially if the date has been set long in advance.

Finally, keep a record of your book sales (by groups) and honorarium. You’ll need this for tax purposes, of course, but it will also help you to plan for when you contact them again with your next book!

Feather Schwartz Foster may be contacted at fsf@comcast.net 
http://www.authorsden.com/featherschwartzfoster
Feather Schwartz Foster is the author of "LADIES: A Conjecture of Personalities, a unique look at First Ladies between Martha Washington and Mamie Eisenhower. She frequently lectures in NJ, and her second book will be available in 2005.