The title of the Sisters in Crime author guide, Promophobia, cleverly encapsulates the dilemma of the modern fiction author. Although there certainly are exceptions, authors tend to be ruminators. They love quiet time for concentration and creativity. You could even say that when they are “alone with their thoughts,” they are never alone. Their characters are always up to something.

Many authors love the time they spend researching their story, plucking the best approach to conveying an idea or personality from a haystack of possibilities, and quietly wrangling plots that seem determined to get on a horse and ride off in all directions.

Once a book is published (or even en route to being published), writers must attempt to dramatically shift personalities. They have to become determined marketers, engaging in many activities that will put themselves and their work out there. In short, they must do something antithetical to who they are. They may respond to exhortations to embrace the business side of the craft, by muttering, “Just let me write.” Media relations, public speaking, creating blurbs, strategizing ad campaigns, tackling social media, designing newsletters, foiling scammers. Even Hindu goddess Kali would be hard-pressed to keep up.

Promophobia, indeed. Many authors find all this difficult, more than a few believe it will be impossible, and almost no one believes they are doing it as well as they ought.

Promophobia, subtitled “Taking the Mystery Out of Promoting Crime Fiction” is here to help! The book is edited by Diane Vallere, author of more than 40 books, including crime mystery series, and past president of Sisters in Crime national. The book’s 63 chapters are written by leading names in crime fiction publication and tackle authors’ principal problems, described as fears, for example: the fear of knowing your niche (just in case your book isn’t for “everybody”), fear of social media, of online promotion, of thinking outside the box, of connecting with readers. I’ve found the last one the most rewarding. Discussing my book with readers who’ve taken the trouble to form an opinion about it is a terrific learning experience. They ask questions I hadn’t thought of, and when I discover there’s actually a good answer, that characters and situations really do hang together, I silently thank my subconscious mind for working all that out for me.  

Any reclusive author can take comfort from the article written by Lori Rader-Day. Yes, it challenges writers to get out there and promote, but it ends with the consoling advice, “Write Another Book.” Big exhale.

Vallere wisely cautions against attempt to adopt every one of the book’s ideas. You have to pick and choose those that best match your own opportunities, skills, and interests. No one can do it all, and not every strategy works all the time or for everyone. But the hard-won insights in this volume will help you achieve better results with the promotional challenges you do engage with.