Archive for April, 2013

Life as a bookseller

April 20, 2013

Retail was never my calling.

My early efforts to earn money didn’t include stints at clothing stores, sit-down restaurants or grocery stores. Instead I taught gymnastics at a rec center, bussed tables at a cafeteria and played receptionist at an H&R Block office during tax season. So my sales skills, if indeed one could call them that, were honed amid the bare bones landscape of door-to-door dealings as I peddled Girl Scout cookies annually for perhaps six years. (Yes, I was a Girl Scout for a long time.)

Let’s agree that this rudimentary training did little to entice me into the world of retail. Sure, in my journalism career, I feel like I “sold” the product of the news every day, and was an enthusiastic spokesperson ready to recount the reasons why a daily subscription was a bargain. But my pay has never been linked to sales or percentages, so I’ve never felt that pressure to “move product.”

Till now, of course.

Selling Kiss and Tell is a full-time job. I decided to devote the spring and summer seasons to spreading the word any way I can, whether through interviews, talks, social media, book-signings, chance encounters or just plain begging for coverage. I have a small, black notebook that I’ve used to jot down marketing ideas for months, and every few days I page through it to remind myself of what’s yet to be done. It lists everything from the email address and phone number of an acquaintance who belongs to the Red Hat Society to a reminder that I need to send Kathie Lee and Hoda of Today a copy of the book.

For the Today show gals, I will use the same tactic I employed for Dr. Oz, who was in South Florida recently for a wellness seminar at Gardens Mall. I put a copy of Kiss and Tell in a brightly colored bag with his name on it, and included an Oral-B battery-operated toothbrush. A ribbon attached to the toothbrush held a note reading: “Why is a respected gynecologist recommending this toothbrush as an enhancement to her patients’ sex lives? Turn to Page 3 and find out.”

Call it guerrilla marketing.

I was unable to hand my gift to Dr. Oz himself. About a thousand people were there before me. But I left it with his handlers, who were collecting all manner of Oz offerings for their famous boss. I feel cheered by the effort. And though the daily rewards are small, I rarely feel discouraged.

Sooner or later, something will come of all this. My friend Libby, who worked in a PR firm, says you’re after just that one break, that one contact, the one book that makes it to the right desk. You don’t know which book it will be, but it arrives at the perfect moment and its recipient decides to share Kiss and Tell with the world. That’s the goal!

Meanwhile, I’m finding genuine satisfaction along the way. Last Thursday’s book signing at The Palm Beach Post was truly fun for me and I had this moment about three-quarters of the way through when I felt completely grounded and secure and also thrilled. I realized I was comfortable talking about this sensitive topic, and had a glimmer of how passionate I feel about sharing what I’ve learned in order to bring about more understanding on the subject of sexual desire. And I simultaneously sensed that the audience was with me, was receptive and open to everything I was hoping to impart. It was really a special moment.

And considering that I was a bit anxious heading into this event (because it was my first public book-signing), the fact that I had such a great time in the moment means I can use that experience to talk myself out of future nervousness. Call it self soothing.

Clearly, I’m a noviceĀ  in the world of retail marketing, so I have much to learn. But when a Girl Scout cookie badge marks your sales success up till now, you take your small victories where you can!

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