Before cell phones, calling cards gave you the convenience of using other phones. As in, payphones. In the 80's, deregulation allowed many companies to offer you this privilege. Key among them was the "Friends and Family" plan from MCI, granting you reduced rates on calls to the ones you love.
A good book publicist will mention the Friends & Family aspect when putting together your publicity plan, usually for the task of gathering an audience for an event, or a one-time mailing. These contacts do make a difference. We worked with one author reluctant to do out of town appearances. Her hometown appearances were garnering 50-100 people a pop -- incredible turnouts for a first fiction author. Her affinity for sticking to just the Friends and Family plan was steadfast.
Yet too many authors are loathe to exploit these contacts, thinking they are bothering their Friends & Family with an invite to support the book. Mr. Obie Joe has to remind an author you're not pushing Tupperware; you're inviting someone to share one of the greatest joys in life: a story. There are many ways for a Friend or Family to participate: view your web site, attend an appearance, pass along news of the book to another Friend, or click onto the e-mail newsletter.
Who is a Friend or Family? Anyone who has met you. That may sound a bit much, but really, what is the harm in asking? That said, you might want to collate your group into separate niches. Family gets every notice of every activity. Work colleagues can get the launch notice, and then maybe an invite to your larger appearances. Friends exclusive to the book -- subjects, mentors, agent, editors, media -- should get the regular updates on everything, which can include appearance notices, blog update companies, links to reviews. And so on.
Just don't forget to see the benefits of Friends and Family.
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