In recent years, as publishing budgets have shrunk and the digital world has gained an ever-more-powerful footing, marketing and pr people have begun to redefine the book tour. While some major authors still occasionally ‘go on the road’, a new mode of publicity has begun to take over as the pr vehicle of choice – the ‘Virtual Book Tour.’

A Virtual Book Tour is one in which the “stops” are websites instead of cities, stores or other ‘real life’ venues.  Authors connect with readers online, via websites, blogs, podcasts, vlogs, teleconferences, chats, web-based articles and reviews, and Internet radio and TV, plus YouTube, Facebook, MySpace and other social networking communities.  Sometimes the author throws a ‘book party’ at his or her own website, but generally speaking he or she is visiting other people’s sites over a period of days or weeks in a structured, co-ordinated effort.  During these visits the author may be interviewed, answer questions from readers, have their book reviewed, or contribute original content in the form of an article, essay, guest blogpost, vlog or podcast.

Just as with ‘real world’ book tours, in order to be successful, the Virtual Book Tour must be a carefully organized and factor in the book’s subject matter and perceived audience.  Well before the tour begins, the highest profile and most related bloggers and website hosts are identified, queried and sent advance copies of the book, as well as media kits including press releases, author bios, photos and other pertinent materials (usually also in digital form).

It’s possible for authors to plan and set-up their own Virtual Book Tours, but as with the old-fashioned kind, tours are often most successful when a specialist is brought in to assist. Most of today’s publishers and marketing/pr agencies are well-versed in managing virtual book tours. In addition, there are some individuals and organizations who have made names for themselves exclusively in the Virtual Book Tour market. Among some of the better-known are Alex Mandossian (“VirtualBookTour Secrets.com“), Kevin Smokler (“BookTour.com”) and John Kremer (“BookMarket.com”).

Once the tour begins, it functions in many of the same ways that the ‘real world’ tour does, except that the author never leaves home – and possibly never even gets out of his or her pajamas.

Question: How can you turn one book into multiple sources of income, and continue to promote the original book at the same time?

Answer: Re-purpose it!

Re-purposing means converting the content from your book(s) into as many other formats as you can. Could your book make an audio book? An E-book? A web game?  Is there a possibility for a sequel? Can you turn it into a series? Can you make a picture book or graphic novel version of your novel? Can you re-purpose the same story for a younger audience, or an older audience? Can you adapt it into a song? Can you turn it into a play, or a musical? Can you create a workshop or build speaking engagements around the subject?  Can you offer teleseminars or webinars? What about a teacher’s guide? Articles for magazines or e-zines?  Is there a toy, a board game or another activity you could create? Can you make it the basis for a blog?

How many ways can you re-purpose one product?  In this way, you get paid anew for material you have already created, you offer your audiences greater value and opportunities to discover your message, and you gain more opportunities to promote the original work  – all at the same time.

Here are just some of the ways in which we have re-purposed our own books (and we’ve only begun to scratch the surface.) I hope this list might spark your own ideas as to how your story could be re-purposed as well:

The Dumpy the Dump Truck Series:

• Currently under consideration for a TV series
• Pajamas packaged with books for “Books to Bed”
• Fire safety and awareness package created for Dumpy and the Firefighters

Simeon’s Gift:

• Webgame based on the story (at www.julieandrewscollection.com)
• Teacher’s Guide
• Adapted into a musical for family audiences
• Further adapted into a symphonic performance

The Great American Mousical

• Webgame (www.julieandrewscollection.com)
• Song (“The Show Must Go On”)
• Teacher’s Guide
• Currently being adapted into a stage musical for family audiences

Raising Bookworms: Getting Kids Reading for Pleasure and Empowerment

• Blog
• Workshops and speaking engagements
• Articles for e-zines and literacy websites
• E-book

By the way, this principle doesn’t just apply to books. Never lead a workshop or give a presentation without recording it – then get the recording transcribed. You’ve now got the material for blogposts, articles, workshops and more. Always be on the lookout for the ways in which you can parlay your existing materials into new sources of income, and new ways to reach your audience with your idea.

Over the years, we have designed and/or made our own bookmarks, postcards, posters, flyers, brochures, bookplates, downloadable activities, games and teachers guides. We’ve even made mp3’s, t-shirts, mugs, note pads, umbrellas and mouse pads. These giveaway items are invaluable at book signings, school presentations, book fairs and any other promotional or marketing opportunity. They help attract people to your table and speak for you long after you have moved on to the next gig. One of the best resources in this regard is Modern Postcard.com. This terrific company makes not just postcards but bookmarks, flyers, brochures and posters of all different shapes and sizes. Their printing is high quality, their costs are reasonable, and you can do it all digitally. The more you print, the less expensive it gets. And once you’ve placed your initial order, reprints/re-orders are a piece of cake.

Of course, with children’s books we want to think primarily about items that have kid appeal. How creative can you get? What can you come up with that relates to your book that you can print on and/or give away inexpensively? Think about balloons, pens, pencils, rulers, bubbles, stickers, craft items, toys, coloring books… the possibilities are endless. For these kinds of items you can use a source such as cafepress.com or zazzle.com. They will print your graphic, logo or message on any number of items that you can either buy at cost and give away at your events, or you can create your own virtual “store” that you can link to from your own website, sell the items and actually make some cash and get promotion at the same time.

Oh, we haven’t talked about creating your own website yet, have we? Stay tuned…