In a world where social media and digital marketing is a cornerstone of any publicity campaign, it’s easy to lose sight of the basic nature of communication. The kind that allows you to really show your passion for who you are and what you do; the kind that doesn’t allow you to hide behind any computers or internet personas; the kind that puts you on the spot and it just so happens to be the foundation of any effective communications and public relations strategy: face-to-face interaction. It’s why big PR firms are still investing in guerrilla tactics that put people and products  on the street to interact with the public. If you ever want to check out some great campaigns that engage people in person,THIS is a great list. Or maybe I’m the only one who geeks out on that kind of thing. 

The point is, digital media is most definitely where you're going to reach the most amount of people in the shortest amount of time, but face-to-face interactions creates a personal connection and builds trust between you and your readers. A warm handshake, engaging conversation and getting to know readers on an individual level can play an important role in forming stronger, more meaningful and profitable relationships.

According to a report from Meeting Professionals International(MPI), 40 percent of prospects converted to new customers through face-to-face meetings, while 28 percent of current business would be lost without face-to-face meetings.

So, how do you do it?

1. Book Store Events

Indie bookstores have an entire staff member dedicated to managing the events calendar at their particular store. Most of the time a simple email introduction will do, especially if you're a local author. Be careful though as each of these stores are different with a different demographic and specific needs. I've heard that some stores don't mind being contacted by authors directly while others only prefer to interact with a publicist. Regardless, of who is conducting the outreach, you'll want to rally the troops on these events to convince the bookstore that your event will be worth their time, space, and marketing efforts. Most of the time, they'll want to know that you can bring in at least 30 people prior to any of their outreach. These events are an amazing way to use your friends and family as leverage to reach a larger pool of people. Most of the time, there will be a newsletter and event listing on the bookstore's website. Plus, many of them buy ad space in local publications to bring in more people. You want to be on the receiving end of that. 

2. Speaking Opportunities

Anytime you can position yourself as an expert in your field, the better chance you have at connecting with interested readers. Speaking engagements can be challenging to get, but mostly it takes early planning and persistence. While many large conferences will be hard to land, many smaller networking groups are always looking for speakers to give value to their monthly meetings. If you're willing to waive a speaking fee, many times they're willing to let you sell your book following your speech. Just be sure that you aren't being salesy in your speech as they want to provide their members with a takeaway that is bigger than 'buy my book.' As long as you have a valuable message to share, these are great ways to connect one-on-one. 

3. Book Clubs

There are tons of book clubs all over in every city and they LOVE it when authors join them for a guest reading. There are many listed on Meetup.com and a quick internet search could give you a ton more leads. Many of the local bookstores host their own club as well. If you're willing to chat with the club, they might even be willing to offer your title up as the next selection in their reading list.

4. Workshops

Offer up your writing skills to those who are eager to learn. You can connect with the local bookstores, libraries, and coffee shops to see if they'd be willing to host you for an evening of writing instruction. People are less threatened when they're coming to see you in order to gain something rather than be sold something. The beauty of this is that they're going to be engaged with you and by default will be more receptive to the fact that you have a new book. If they liked you, they'll likely like your book. 

5. Be a Reader 

You meet like minded people when you make an effort to be interested in and support what others are up to. Go to bookstore events, join a book club, and sign up for local workshops. By engaging through being an active participant, you organically meet people who would be interested in what you're doing and of course what you've written. Build community by supporting other authors. SPEAKING OF... Did you know that you can support your fellow She Writes Press authors this Spring on the official She Writes Press Spring Book Tour? Many SWP authors are traveling all over the country and it's likely they're coming to a city near you. Be sure to check out the entire line up and schedule HERE and show your support by coming out! I'll be at the Phoenix event and I'd love to meet any of you!

So, the main point is for you to get out there and meet people, share your story, and grow your community by meeting real people in real situations.