Promote your Book like a Publicist - The Literary Lobbyist

We made it!

2020 is behind us.

As we move ahead, our goals for this year are top of mind. As an author, I’m sure one of your goals may be to release your current work in process. I’m also sure you want your book project to be a success.

Maybe you are unsure what that looks like or what it entails to make that happen. Any established author or book publicist will tell you writing the book is the easy part. Promoting and selling it is a horse of another color.

That’s where the real work comes in.

That’s where it’s determined if you are a bestseller or not.

Whether you are an independent or traditionally published author, the work of promoting your book will largely be your responsibility.

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So, now that your book is done or almost complete, you may be wondering what’s next. What should I be doing to ensure my book blows up?

Well, as The Literary Lobbyist and your publishing friend, I’m going to share with you some of the principles and practices I have used for my debut authors that have proven very effective.

The KEYS to building an audience, selling more books and garnering success as an author in my eye come down to:

Discoverability
Access
An entrepreneurial approach

Let’s take a closer look at discoverability. Plain and simple, readers can not support you if they are not aware that you exist. Readers – beyond your family and friends – must know you have a book for sale. Of course, you may want to start with family and friends providing they are supportive of you and your work. But, don’t get too caught up with pulling them in. They are not your target audience. Do, however, turn the ones who are supportive into ambassadors to help spread the word about your book.

Remember the rule, if two people, tell two people and so on.

The point is to get as many people as possible aware that you have a book publishing soon. Some of the things you can do to help readers discover your book include:

Make an event debuting your cover art by inviting your friends to share the cover image, sale link, and book description on their social media pages using a designated hashtag — all on the same day.
Connect with writing groups in your genre and share that you are releasing a new book. Ask the group administrator if you can go live or share a video of you speaking about your new release.
Claim your Amazon author central page and fill it up with additional photos, videos, and content related to the book. Share that link with your social media community.
Sign up for Goodreads and run a giveaway.
If you are a member of a writing group or association, ask if they are willing to share the news of your book release in their newsletter.
Traditionally published authors should ask their publisher if they can go live from their company page prior to the release date.

I strongly suggest that you begin this process of discovery 3-5 months prior to the release of your book. Momentum will build as you get closer to the publication date. Share the process.

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When it comes to accessibility, take advantage of resources and tools to make it easy for early reviews and pre-orders. Be accessible by utilizing the following:

NetGalley — Sign up and put your book on the platform. Plan to run a few of their special promotions 1-2 months before publication and another after the release date. Stagger the promotions to cover 12-15 weeks.
Ensure that your website has contact information where bloggers, reviewers and media can get in touch. Refrain from relying on social media direct messages. Include an email and phone number whenever possible. Include both on your social media pages as well.
Help readers get better acquainted with you by being more active on social media. This has proven to boost sales but also Amazon reviews. When readers get to know you over the course of months leading up to your book release, you become a ‘friend’. They’ve watched you realize your dream. Oftentimes, those individuals will be inspired to share your book with others and take the time to read and leave a review.
Intentional networking with book clubs can be a game-changer. Offer them exclusive content and an appearance at their upcoming event. I suggest engaging them before the pub date and invite them to have an early read by signing up for NetGalley. Who doesn’t like to receive exclusive access? VIP status.

Lastly, ask yourself, what additional streams of income can I create from being a published author? By thinking entrepreneurially, the possibilities are endless.

Here are a few suggestions that my clients have created:

Merchandising — If the title or cover art excites readers consider creating merchandise to sell on your website. Mugs, buttons, totes and T-shirts are very popular amongst readers. I’ve purchased shirts and hats from one author and gave them as gifts.
Writing byline articles for literary magazines, trade publications and lifestyle websites. This will generate income and introduce your writing to a larger audience.
Stage play adaptation — while an off-broadway production is an undertaking, this is an opportunity to bring your story to life and sell copies of your book in a theatre. One of my first clients, Miasha, adapted her debut novel “Secret Society” into a stage play. It became a big hit in her hometown of Philadelphia.
Writing workshops are highly popular income generators for proven novelists.

Every new author has felt the pang of anxiety as they get closer to their publication and I have always shared the same advice. Start early, be open to making adjustments along the way and stay the course of promoting that title for one year. If you have written a great book, it’s just a matter of time before everyone else says the same.

Begin creating a plan based on what’s outlined here. If you need additional support, schedule a consultation and together we can help you prepare to launch.

Join me on Clubhouse for weekly conversations with authors and publishing professionals. @TheLitLobbyist.