Case Study - Lisa GEnova
Inspired by her grandmother's Alzheimber’s diagnosis, Lisa Genova wanted to provide families with the knowledge and empathy needed to care for loved ones facing this disease. As an experienced neuroscientist specializing in dementia research, Lisa wrote Still Alice – a beautiful story exploring the emotional and psychological experience of early-onset Alzheimer’s.
But writing her novel was just the beginning of her journey.
Despite the beauty, depth and importance of her work, Lisa Genova’s first manuscript was rejected by over 100 agents (with most never even replying to her application). Those agents and publishers that did reply, didn’t believe her book had an audience and weren’t willing to take a risk without proof of its saleability.
After a year of querying, Lisa found herself in a holding pattern, waiting for validation and unable to move forward in publishing her book. But rather than giving up, she took matters into her own hands.
Lisa elected to self publish her novel and build her own platform.
“My self-publishing goal was to demonstrate that Still Alice had an enthusiastic and sizeable audience. I wanted to give my book a chance to wave its arms in the air and yell at the top of its lungs, to create a buzz loud enough for the literary agents and publishing houses to hear.”
Here’s how she established herself and marketed her book:
Website and blog – Lisa launched an online hub packed with valuable insights on Alzheimer's, positioning herself as an authoritative voice on the subject. This wasn’t just a site promoting her book, this was a site designed to support families dealing with Alzheimer's.
Social media – She actively engaged with readers on platforms like MySpace, Goodreads and Shelfari, establishing a community of supporters. Social media provided channels that engaged audiences and led them to her website for futher information about both Alzheimers and her novel.
Collaboration – Lisa partnered with organisations such as the Alzheimer's Association and Being Patient, contributing articles to their websites. She connected directly with an audience impacted by Alzheimer’s, providing value and information, while again establishing channels that ultimately led to her book selling platforms.
Events – Readings and book signings were frequently held at cafes, bookstores and Alzheimer’s facilities to bring Lisa’s story to life. These often only engaged small groups of readers, but their word of mouth and support for her book was the catalyst required to build traction in her audience growth.
PR – After months of groundwork, Genova hired a publicist to amplify her reach. The PR firm she emplyed focused on achieving reviews in newspapers, blogs and on Amazon. They targetted book clubs to assess Lisa’s book and also applied for various book awards. Media coverage soon followed across television, radio and newspaper features, helping skyrocket awareness.
Note: While Lisa was in a position to employ a PR firm, we understand this is not always the case for authors. That’s why we have developed our Marketing & Publishing Plan, which follows these steps outlined above!
After being self-published for ten months, Lisa was finally able to find an agent - demonstrating that her book was sellable. Eventually that agent sold her book to Simon & Schuster, leading to further promotion, marketing and landing her novel on the best sellers list!
Rejection doesn’t mean your book lacks value. But the publishing industry wants books that are going to sell (they’re a business after all), so demonstrating this can be a massive game changer. Whether you aim to self-publish or pursue a traditional deal, building a platform is essential.
We can guide you through the process of book marketing by attracting readers and securing your place in the literary world through our Book Marketing Plan for Fiction Authors.
“Say yes whenever possible. Be tenacious. This is likely to be a marathon, not a sprint. Be sincerely grateful to everyone who helps you on your journey, because it will take a village to raise a self-published book.”
Lisa Genova
