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Lessons From My Book Launch
On Friday, I joined chef and author Virginia Willis for a delightful 30 minutes on her Web program, Cookbooks With Virginia. (Hello, new readers who met me there!) A few days before that, author John U. Bacon interviewed me for a national Zoom event sponsored by the University of Michigan Alumni Association.
I heard from lots of viewers as a result of both, and it was a delightful way to wrap up the launch for Satisfaction Guaranteed. I have a couple of private events later in the spring, but now I can take a breather and take stock of how things went.
This book launch was much different than any of the ones for my previous books. The most recent was published in 2009, when Zoom did not yet exist, although YouTube did. Here are some things I noticed this time that might help prepare you, if you have a book project or are thinking about one.
Pre-orders are huge. In preparing to market my book, I used Dorie Greenspan’s Baking With Dorie as my role model. Dorie started promoting her book on her social media about six months before it was published last October. The idea was to get readers to place orders for the book, which help it get on different types of lists once it is on sale.
As a result of everything she did, her book became a New York Times best seller. Mine didn’t (I was not really aiming that high), but it ranked as the No. 1 new release in restaurant and food on Amazon in three categories (print, audio, eBook) for a solid month. That’s in addition to everyone placing orders elsewhere, for which I am so grateful.
To alert people to the book, I relied heavily on social media, especially Instagram and Tik Tok, as well as this newsletter. I thought I might be flogging it too much, but I’ve had a number of people say, “I didn’t know you had a book coming out.”
Your friends will help you. I am reluctant to ask people for favors. I’d like to think that the book gets attention because it deserves it. But I found that in the right circumstances, friends are more than willing to help, as are friends of friends.
Along with valuable assistance from Scribner’s, a number of interviews came about because I personally let my media friends know that my book had been published. Other friends suggested it to people they knew. Print, radio and TV reporters were happy to trek from across Michigan to Zingerman’s Deli to talk to me (I’m sure the food was equally as much the reason).
I never assumed anyone would automatically want to do an interview, so it was a nice surprise when they did.
People will buy multiple copies. I am always grateful for every book sale. It’s $27 you could otherwise spend on lunch, or the movies, or put towards bills.
Imagine my delight when a reader arrived at the Zingerman’s Deli event with a carton of 24 books. She plans to give them as holiday gifts. I’ve had other people tell me they are buying four and five copies to give to friends.
As a former department store sales clerk, it tickles me to think people are buying Satisfaction Guaranteed in bulk.
I’m hoping my offer of a signed bookplate makes Satisfaction Guaranteed a nice gift idea. (Contact me at my email address if you would like one.)
Don’t compare yourself. I’m constantly amazed at how many books are being published - each week, each month, each year. None of them are the same as yours, and you can’t compare your performance with theirs.
Instead, set a few goals, and see if you can achieve them. Do you want to be in your local paper? Figure out who would write about you. A store event? Call and find out who schedules them. An NPR show? Learn how books are assigned and interviews scheduled (the “dibs” system applies here). Maybe you’d like a VIP to get a copy. Find out their assistant’s name.
I wind up my launch with appreciation to everyone who hosted me for events, especially Zingerman’s, the people who put in the time to interview me, all the book buyers and readers, and my publishing team.
Thank you for helping to get Satisfaction Guaranteed off the ground. Now, on to my next adventure.
A Change of Scenery
Some personal news, as everyone says on social media. I am going to live in New Orleans.
Next week, the movers come, and I will start a leisurely road trip that will wind up in the Garden District, my next home. Back in Ann Arbor, the set up will begin for an estate sale that takes place April 30 and May 1. My condo, previously my mother’s, will go on the market in May. It seems to be a good time to sell.
There’s a saying that you don’t choose New Orleans, New Orleans chooses you. It actually chose me before the pandemic, but all the health restrictions, coupled with taking care of Maxine, delayed my ability to respond.
Now, I have the freedom to live where I already feel at home.
I will continue writing for many of my outlets, including The Washington Post, The Takeout and of course, this newsletter. I’m sure there will be ample story ideas to explore, and I welcome assignments.
I am launching an Instagram account, @micki_in_nola where you can follow my new life.
I’m not completely abandoning the Midwest. I’ll be back in Ann Arbor regularly. (For one thing, mid-summer Gulf Coast weather is oppressive.) I’m keeping a storage unit here with family heirlooms and woolens that aren’t likely to be worn in the South, at least until gumbo weather.
But for now, I’m headed where my French roots will blend with my surroundings. Give me a shout if you come visit.
In Chicago, Culinary Happiness - And Blues
Remember I told you that Zach Engel and the team at Galit in Chicago were about to get an award from the Michelin Guide?
It turned out to be a Michelin star, an enormous accomplishment for any restaurant, let alone one only open three years and which serves affordable if imaginative Middle Eastern food.
Social media exploded with congrats and I could not be happier for him, his business partner Andres Clavero, shown above during Galit’s construction, their legal godfather David Silver and everyone who has helped them succeed.
But on the heels of that happy announcement came word that a Chicago classic is closing. Dinkel’s Bakery will shut on April 30, after 101 years in business.
Dinkel’s is an old-school place that especially shines during the holidays. Its stollen and Christmas cookies are better than homemade. It sells cakes shaped like lambs and bunnies and Easter baskets in the spring.
There are Danish and doughnuts and delicious hot chocolate, and more than that, continuity. My grandmother and my mother shopped there, as well as me.
“What makes Dinkel’s so special is we offer stability in a crazy world and moment in time in which you can get something for your family or sit down and get a cup of coffee,” owner Norman Dinkel said. He’s 79, and closing because he wants to retire.
“I’m going to miss that because it was a nice thing to offer, especially in the last few years when this world was really crazy.”
We will miss it, too.
Ramadan Rice Pudding, Fuel On Fast Days
The holy month of Ramadan is underway. Observant Muslims fast from sunrise to sundown. In the darkness, they typically eat two meals - iftar and suhoor - to give them fuel for the hours when food is absent.
One favorite dessert, especially in pre-dawn hours, is rice pudding. I wrote about Ramadan rice pudding for The Takeout, and the role it plays.
You can eat it year around from places like Shatila Bakery in Dearborn, where this recipe comes from.
What I’m Writing
You might have seen news reports about long lines for free gas in Chicago. The Midwest is especially sensitive to high gas prices, as I wrote for the Post.
It’s hard to escape them and if you rely on your car to get around, higher prices essentially mean a drop in income.
Every industry feels the pinch, particularly the culinary world. Higher gas prices are felt across the board, from staff to suppliers to customers.
Keeping Up With CulinaryWoman
I’m taking next week off to finish packing and get ready for my move. See you again on Sunday, April 24, from somewhere on the road.
You can reach me at CulinaryWoman at gmail dot com. My Instagram is @michelinemaynard - don’t forget my new account @micki_in_nola. I’m @mickimaynard on Twitter.
I got my second booster on Saturday and thus far haven’t encountered any side effects. Get yours if you are eligible. Stay safe and see you in two weeks.
I’m so excited about your move I can’t stand it. Thanks also for your feedback from your book launch. I was watching. :-) I watched how Brian Cuban launched his fiction thriller very carefully as well. (Friend here in Dallas.). And yes, he really pushed those early pre-sales, and made it clear how important they were to his effort. It seems now the bigger push needs to be before the book actually drops. Social is key. Anyway… I’m very happy for you! And yes, the city chooses you. Even when, rationally, our minds try to tell us otherwise.
New Orleans?! NEW ORLEANS!!!! HOORAAAAYYY! Very excited about your move. I was just there and had dinner at Brigsten's - and a delicious brunch with Ms. Hegeman at Toast. Also beignets at CDM (but at its City Park location) and a po-boy at Domiliese's. I could sense my doctor's scowling about what I was eating, cholesterol, etc. But sometimes you just have to have some fun.
Congratulations about Satisfaction Guaranteed's success. I have four days of travel coming up this week and plan to bring the book with me. I'll post some pictures of it along the way.
Wishing you the best with your move. I hope it goes well.