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Ten Effective Ways to Promote a Book
1. Decide who your target audience will be, and determine how you are going
to reach them. First, think about your book’s appeal to readers and who
those readers will be. Then, come up with ideas for gaining access to this
audience and convincing them to purchase your book.
2. Create a marketing plan by developing a goal, brainstorming sales leads,
and crating a media marketing wish list. Write out ideas on how to target
these media and marketing sources.
3. Be innovative when considering how to get the attention of you book’s
target audience. Contact specialty stores relevant to your subject matter
and ask them to carry copies of your book. Set up speaking engagements for
the author at libraries, museums, universities, and other institutions that
may have an interest in the book’s topic.
4. Take advantage of your personal and professional contracts, enlisting the
aid of friends, relatives, and colleagues. Find out if they are affiliated
with organizations or clubs that may be willing to promote your book or
sponsor a promotional event. Request their aid in generally spreading the
word about your book and building your audience.
5. Create a press release for the media. An effective press release clearly
conveys what a book offers its readers. It presents facts about a book in an
informative, newspaper-style manner. A press release begins with the phrase
“For Immediate Release” in the upper left-hand corner of the page and
features your contact information in the upper right-hand corner. The
headline comes next and should grab the attention of the reader. The first
paragraph presents the most important information about your book, though
all of the information in the release must be newsworthy. The release should
not exceed two pages, double-spaced. Be sure to include relevant quotes from
the book and form others in your field, if possible, that support the topic
of the release.
6. Send your press release, along with a background sheet on your author, to
various media. Bookstores, newspapers, radio stations, and television
stations are all possible markets. Include review copies of your book, if
possible.
7. Get in touch with print publications. Although a small percentage of the
books submitted get reviewed, a journalist who writes about tropics
significant to your book could include you in off-the-book-page, or even
feature, coverage. If you are the author, you could also write and submit an
op-ed piece on a timely or topical issue related to your book. To find
appropriate print publications and journalists, use newspaperlinks.com,
publist.com, or newpages.com
8. Contact local bookstores to set up appearances and speaking engagements.
Even if any event is not heavily attended, your book can receive visibility
through displays and promotions leading up the event and store owners will
gain awareness of your book. All of these factors will help you develop an
audience. Bookstores in your town will likely be willing to help out if they
know the book is by a local author. For independent bookstore listings, go
to bookmarket.com/top500.html, bookweb.org or booksense.com
9. Use the Internet to your advantage. Find websites related to your book’s
subject matter and contact relevant online communities to build an online
marketing base. Get in touch with online writer’ groups that are local or
deal with a similar genre, as they may be able to offer valuable connections
or at least be willing to spread word about your book.
10. Never stop promoting your book. A publicity campaign does not have to
end. For additional resources on promoting your book, check out the websites
Para Publishing, Bookmarket.com, and The Publicity Hound.
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