5 Ways to Publicize Your Book
Over the years, we’ve worked with a number of authors to publicize their books.
But why hire a PR person to publicize a book, you might ask, when my publisher has a PR plan or in-house PR person to help me?
Unless you’re a proven author, the in-house PR person for your book will likely only take you so far. Most are repping multiple authors, and typically are sending out press releases to their lists but doing little by way of personalized pitching. Investing in an outside publicist can help you get visibility for the right audiences, and when done right can have advantages beyond just book sales, in terms of using your book to elevate your personal brand as well.
Consider these 5 creative ways to get publicity for your book and your personal brand:
Position Yourself as an Expert
If you’ve written a book on a topic, you carry with you great expertise on it. This is a great opportunity to get yourself quoted in articles around your topic, pitch podcast interviews on the topic, or contribute content to outlets that align with your target audience. By positioning yourself as an expert on the topic of your book, you reach an already-interested audience and also elevate your personal brand. A newly published or upcoming book is also a great hook for reporters and podcasters, who might be more likely to write about you than they otherwise would.
Write Complementary Content on Your Own Platforms
Some of the authors we’ve worked with have hired us exclusively to write content that’s a take-off on their own book. For authors who already have an established platform, this is a great strategy. By writing blog or social content that complements the info in your book, you help improve your SEO for that topic and you have the opportunity to organically promote your book to the audience already following you.
Offer a Freebie or Bonus for Pre-sales
Especially with niche books, a freebie or bonus can be a great way to generate book pre-sales. These can be downloadable PDFs, signed bookplates—I’ve even seen authors offer up app downloads. Again, this leverages your current audience and platform. Amplify the benefits by asking followers to share, like or use a hashtag in order to get the freebie.
Send Out Review Copies to Influencers
If you have influencers in your space—whether they’re active on Instagram, LinkedIn, YouTube or via their email newsletters—begin developing relationships with them by reading their content, commenting and meeting in person when you can. Once you have review copies available, ask these influencers if they’d consider reading and sharing the book with their own audiences. If they host podcasts or Facebook Lives, or host guest posts on their blogs, these are other ways you may be able to get in front of their audience.
Think Outside the Box for Distribution
A bookstore isn’t the only place your book might find a home. If you’re working with a traditional publisher, you may be limited to their distribution. But if you are self-publishing or are able to purchase your own copies, you might consider where else your book could be sold. I worked with a lifestyle brand once whose book wound up featured in a major home store where her target audience frequented. Conferences specific to your area of expertise may be other great avenues (and perhaps you can secure a speaking or panelist gig there too).
Consider the audience that might be most interested in the topic, where they go, and follow them there.
Need more suggestions? Reach out to discuss how we can help, from consulting and guidance to a full-scale book publicity campaign!