How Lisa Genova used social media to turn a self-published book into a NY Times bestseller

Lisa Genova created one of the coolest World Wide Raves I've seen. She is the author of Still Alice, a novel about a young woman's descent into dementia due to early-onset Alzheimer's Disease. I met Lisa at Grub Street Writers in Boston where we both lamented the traditional conventions of book marketing and strategized on how we can market our books ourselves using social media.

After she wrote Still Alice and was ready to get it into the market, Lisa spent a year trying to get literary agents and editors at publishing houses to speak with her. The editors all treated her as yet another aspiring writer not worth their time, and the few literary agents she managed to reach thought her novel wouldn’t sell.

Don't take no as your final answer!

Instead of letting "rejection" mean no book, she created a web site with valuable information about Alzheimer's Disease and started a blog. In addition, she worked with the Alzheimer's Association to establish a blog on the association site. Still Alice, although fictional, was still a truthful and respectful depiction of life with the disease and her free Web content resonated with tens of thousands of people who talked about her ideas.

She then decided to self-publish her novel and received a stamp of approval from the Alzheimer's Association. As a result of the valuable information in her blogs and the partnership with the Alzheimer's Association, Lisa developed a huge platform and the book sold briskly.

"I received lots of email from people who thanked me for writing the book," she says. "For someone with Alzheimer's or a caregiver of a loved one with this, to tell me that I got it right, that it’s uncanny how true it all was, that they saw themselves all over the book, well that's the highest compliment I can get."

As a result of Lisa's World Wide Rave plus the measurable sales success on Amazon.com and other online booksellers, Lisa generated buzz in the book world too. "An agent contacted me and I signed with her," she says. "Still Alice sold at auction in June 2008 for just over half a million dollars to Simon & Schuster." The first print run of the new edition of the book was 250,000 copies and translation rights have sold to ten foreign countries so far, with more in the works. In addition, Still Alice won the 2008 Bronte Prize.

The new edition of the book was released in January 2009 and in both of the first two weeks of availability made the New York Times Bestseller list.

Remember, this was a book that the "experts" said wouldn’t sell.

What an amazing success story!

One person with a self-published book who had been ignored by the entire book trade shared her enthusiasm, generating a World Wide Rave within a specific group (people who care about Alzheimer's), and the result is the fulfillment of a dream—the chance to share her passion for the subject with people who care—not to mention a huge book deal from a major publisher.

"Do I think that my Web site, reviews at Amazon, my blog, interviews on podcasts, profiles at MySpace [and sites for book lovers], and reviews of Still Alice at other blogs, links at my Web site to traditional press on the book, all contributed to the bidding publishing houses' ability to see the market potential for Still Alice?" Lisa asks. "I absolutely do!"

Lisa offers this advice:

"It feels like I'm been trying to storm the castle of traditional publishing for more than two years. I'm bloody and sweaty. But they finally let me in, and now they are welcoming me. I know so many aspiring writers who are sitting in a holding pattern, with a work completed, waiting to find a literary agent. They're stuck, unable to give themselves permission to write the next book because they’re waiting to find out if their work is 'good enough'—waiting to find out if they're a 'real writer.' This state of waiting, of not writing and self-doubt, is the worst state any writer can be in. My advice is this: If you don't find a literary agent falling into your lap quickly enough, if you feel like your work is done and is ready to be shared with the world, self-publish. Give your work to the world. Let it go.

You absolutely have to have a Web site. Get a profile up on Facebook and MySpace right away. When you get press, people will immediately want to go to your site. And link to the amazing reviews and news that comes out. Your site is your business card; it is how you show the world what you’re doing. A site facilitates everything you’re trying to do, and you don't need to spend thousands of dollars. You can do it yourself."

Thank you Lisa for this inspiring story. A longer version of the story of Still Alice is in my new book World Wide Rave along with stories from over 30 other successful people.

Comments

[Michael A Stelzner]

David - Really a great story! - Mike

[Tapio Liller]

Wow, that's an amazing story and so encouraging for many authors out there. I believe every story, every book can get an audience and the Web is the place to spread the word.

Actually, there's a book project in German where the author publishes every section of the book she writes as she writes it. At http://sechziggrad.de you can read the latest chapters as they unfold and in addition the author blogs about the thoughts and problems when planning the next section. Facebook, Twitter, the German social network StudiVZ are all part of the project as tools for building a fan base early on. She even wants to involve readers in deciding about the name of the main male character. (Disclosure: I'm the author's partner, yet I'm excited!)

[Carmen]

Agreed. If you believe in your work, taking "no" for an answer is a cop out. I'm encouraged by this story, as I am currently following a similar path!

[John Flynn]

I worked in publishing for many years. When a client comes to me about publishing a book I first suggested blogging the book and publishing it using the many self-publishing tools out there.

It a long tail sell but you have total control of the process and over time you will do better then working with a publisher.

Plus what are the real advantages of using a publisher. We can control the distribution systems now (Amazon).

Blog, write free e-books and then self publish. The way to go!

[Lisa Genova]

Hi David,

Thanks so much for blogging about me and Still Alice! It really has been and continues to be an amazing ride. This time last year, I was selling copies of Still Alice out of the trunk of my car, and today it's on the New York Times Bestseller list for the 3rd week in a row!

It's such a cool privilege now to be in a position to inspire others. Go for it! Just read David's book before you do!!!

[David Meerman Scott]

Thanks Lisa. I am so happy for you. Your success is inspiring (and well-deserved). David

[Kat Meyer]

Thanks for this post, David. The lesson is one for all authors, everywhere (or at least for those who aren't recognized brand names) -- put yourself out there and become a part of the community that makes up your readers. Build their trust - offer them a reason to care about you and what you have to say, participate and be of use to that community. While traditional publishing undergoes changes, the need for "vetting" in some form will NOT go away. It may be agents, editors, reviewers and booksellers, OR it maybe the community of readers who stand up and vouch for you as a valued member of their circle. Authors would be wise to recognize this before they venture out into the evolving world of book publishing.

And, congrats, Lisa! Sorry the road was rocky, but your lessons are going to be of great help to other authors.

~ Kat Meyer

[Michele]

What an amazing - and inspiring - story about marketing, self-publishing, persistence, and social media! I'm so glad I took the time to read this today. Alzheimers is such a tragedy, and it's dear to my heart...

[Casey Hibbard]

Thanks David and Lisa for sharing this story. I self published too. I appreciate the inspiration to keep at all the social media stuff I'm doing!

Casey

[Kit Cooper]

Extremely informative and valuable post, thank you.

A question for Lisa...

I understand the role of social media and online marketing.

But was there a "list marketing" component as well? Couldn't take away if the endorsement from the Alzheimer's Assoc also led to marketing on their lists, website etc.? [Just to get an idea of how much book sales mileage, during self publishing phase, you got from having advocacy within this niche.]

Thank you, Kit

[DaveMurr]

Very very very cool! I've heard of this book via word of mouth. And now I'm very much interested in reading it.

I have a family friend who an inspiring author and is going through the same struggles that Lisa went through. I've been trying to show them how social media can help - and now with this excellent example, I believe they will pay close attention.

Thank you for sharing this story.

[Chris Ryan]

Good for you Lisa. And kudos to David to publish your encouraging story. I've self-published one book and had three published by traditional publishers and based on these experiences, will probably go the solo route on the next one.

Chris Ryan

[Mark Schweitzer]

That's a great story and a very inspiring one as well. Things have changed so much since I self published my first book in 2002 - social media and the opportunities it offers is really a game-changer. Great Post. I will have to find your book.

[justin locke]

I went thru the usual attempts to get an agent for my book a few years ago. while agents mean well they are not omniscient about what will sell. i had 5 agents tell me my book (“real men don’t rehearse”-- about playing in orchestras) was great, and yet "no one would buy it." they did not know that there are millions of people who are into classical music in a big way. so after wasting a lot of time on that dead end process, i self published and am now in the 5th printing. when you self publish you have the option to do new and unique marketing, without the pressure to make or break in 3 months. You also get 85% instead of 15%. And it’s just fun. Of course, you have to write a book people want to read . . .

[ERNO ROSSI]

The most profitable rejection of my life occurred 30 years ago with Toronto publishers. I finished an oral history with lots of classic pics of the only blizzard in history declared a major disaster, The Blizzard of '77. It swept across the USA and Canada and buried Western New York and parts of neigboring Canada and was world news for a week. Publishers turned it down because the blizzard did not hit Toronto and I was an unknown author. "Come back when you're famous." was the reaction. I published it myself thank goodness and it continues to have brisk sales. White Death The Blizzard of '77 has become a classic and I'll never have to use another publisher in my lifetime. On my website www.whitedeath.com click on the pics and click the video for 7 minutes of emergency radio broadcasts. Or on You Tube click on Blizzard of '77 slideshow and read the comments of viewers.
Beware of snowflakes!

Erno Rossi

[Jack Barrow]

Hey, this is such a great story. I, like so many others am going through the same process. Back in 2006 I published The Hidden Masters and the Unspeakable Evil about three magicians who save the universe at the weekend because they have to be back at work on Monday morning.

I’ve been doing the MySpace and Facebook thing for about two years now and it’s good to know that it’s not wasted effort. I find that I get about three new sales for every 100 people that I invite to my MySpace friends list which is about the same as any other direct marketing effort, or so I’m told. The Facebook page has been going a lot less time so it’s a little more underground at the moment.

What I keep asking is where it all ends as generating a few sales on MySpace can only go so far, whereas I’d much rather be picked up by a major publisher. I think having an issue to write about helps and having the Alzheimer's Association’s endorsement must have made such a difference.

I’m so with you on the self doubt thing, wondering if it is good enough. I know I’m a real writer as I’ve been making my living from words for 20 years now, just not in creative writing, but I still wonder if it is good enough.

I’ve often likened the whole process to pushing a bag of wet sponges up a hill, but you can never afford to give up as the top of the hill might be just one more push away.

Anyone interested I’m on Amazon and elsewhere. Just search for me. Cheers!

[web designer]

Wow, it's quite encouraging. I feel inspired. Hope I can keep it tomorrow.

[Barbara]

I read Still Alice two month ago and even today remember almost everything. I am really astonished!