How to blog about your book … without giving too much away

Following my post about not talking about novels I’m writing, I’ve had this question:

I am a new author (just signed) and I am struggling with how to share parts of the story to entice readers while also protecting its integrity. Any suggestions?

Don’t be a tease
My first question is this. How far off publication are you?

If it’s more than a couple of months, you might be wasting time by giving specific details about the book. Internet shoppers are slaves to impulse. They want to buy instantly. There’s no shortage of shiny new stuff to keep their £££s busy. If you can’t offer an instant purchase or pre-order, they’ll go somewhere else and who knows if they’ll remember they even considered your book? And if you flirt with them too often without following through, you’ll wear out their interest. Don’t waste your shots.

Be discreet about the book until you have readership
If you’re starting to blog, don’t feel pressured to talk about the book. Everyone’s doing that anyway. Think of blogging as a conversation opener, like any other part of social media. Talk about other material you’re interested in, things you have in common with the people you hope will be your readers – themes, locations, historical periods if appropriate, other books that have been influential. Go out and find like-minded souls in Facebook groups, Twitter, Linked In groups, Google + communities. Comment on posts at other blogs.

You could put a progress thermometer on your blog sidebar with the status of your books. This would let people know you’re writing and help the title become familiar for them.

Ready for my close-up
If you’re close to publication, you can start your dance of the seven veils. Aim to generate intrigue. Here’s what I do, and what I’ve noticed seems effective for the writers in my blogosphere.

Cover and visuals
Readers love to see the evolution of a cover. (Writers do too, to learn!) This is one of your chief opportunities to attract attention and you can get several blogposts out of it, whether you’re indie or traditionally published. Talk about how you fixed on a design concept, any wrong turnings you took (I’ve got a humdinger here as I nearly loused up my second novel with an unsuitable jacket. But it gave me a great yarn for my blog.)

Some authors create mood boards on Pinterest for their work in progress. Or they lay a quote from their book over a picture, like an advert, and put it on Pinterest. This is enormously satisfying, and Pinterest is certainly a phenomenon. Does it lead to book sales? Who knows. I doubt that people go to Pinterest looking for a book to read. But they do look for stuff to share, and if your picture has wide appeal it might get spread around. Again, does that get it to people who might want to know about your book? Who knows. We’re venturing into the haphazard, unmeasurable realm of advertising here. do it if it satisfies you, but don’t let it become more important than spreading the word… in words.

Stories about your stories
What made you write your book? Most of us could pinpoint an experience or a twinkling idea that set us on the path. Work out your origin story – it’s an excellent way to reach out to new readers while remaining discreet. On the blog for My Memories of a Future Life I’ve got a section called Glimpses . And on Lifeform Three it’s Origins.

There are more ideas in this post – keep your stories about your stories.

Should you post excerpts?
I’m cautious about excerpts. Either they spoil a carefully laid surprise or they look bonkers because the reader doesn’t have the context. But there are certain excerpts that a browsing reader would expect to find, and I’m happy to post those. On my novel pages I’ve got the first page and the page 99 test.

Well-polished outtakes are another good way to demonstrate your style and substance without giving too much away. Here’s one of mine . And here’s one by historical thriller author David Penny.

Once the launch party’s over
There will come a time when you can’t squeeze much more out of the launch. Know when to draw back. Now your blog isn’t about an agenda, it’s back to conversation – your personality, little snatches of life. It’s giving people your company, not your campaign. Indeed, this is where you’ll be glad you established this from the start.

Here are two different approaches: Chris Hill  has a mix of author interviews, thoughts on reading and writing. Or this more visual group blog (right) from Joni Rodgers, Colleen Thompson and Dr Kathryn Peterson. And so we go back to the start, until another book is ready.

Thanks for the bird pic TheRealBrute

Have you had to grapple with this issue? How much do you share about a book in progress? How far in advance do you talk about the content? What’s worked for you and what hasn’t? Let’s discuss!