5 Important Steps to Take Before You Publicize Your Book
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You did it! You’ve written your book and you have a path to publication in place. This is no easy feat, but… what comes next?
In 2019, the total number of books published in the US alone exceeded 4 million (including self-published books and traditionally published books of all genres). These are daunting numbers, to be sure, so it begs the question: How do you cut through all the noise to make your book stand out? Without a proper plan to promote your book, it’s unlikely that yours will reach its intended audience. Before you begin to get the word out, however, it’s important to make sure you go about it strategically. Putting in the extra effort now will save you a lot of hassle in the long run. Here are five important steps to consider before you publicize your book:
1. Perform a digital audit
It takes time to build an online platform for yourself. While many begin well in advance of their book’s launch (even years before!), new authors are often starting from scratch closer to publication date. That said, whether you’re a seasoned or debut author, performing a digital audit is an excellent way to begin (or refresh) your online presence.
Think about your current activity on social media. How you can continue to grow your following on those platforms where you may already have a bit of a head start? Is this platform relevant to the demographic you’re hoping to target with your book? You don’t have to have a presence on every social media platform. Rather, it’s more effective to focus on one or two that are most likely to “bump the needle” and that you enjoy using. This way, you’re apt to be regularly engaged. Do you have an author website or a plan to incorporate your new book into your existing website? This is a key piece to make sure you have a place to send readers to learn more about you and your work once you’re ready to get the word out.
If this feels overwhelming, a good place to begin is by looking at other successful authors you admire or whose work is related to your own in some way. Do they maintain a blog, send out an engaging author newsletter, or run giveaways on social media? Reviewing these fellow authors will help you to generate ideas that feel right for your brand.
2. Assess your bandwidth
Writing your book is certainly a time-consuming task — and a labor of love! But it’s in no way the end of the line. Doing the legwork to make sure your book reaches its audience takes time and commitment, too.
Take a step back to honestly assess your own schedule and gauge how much of a weekly commitment you can reasonably make towards promoting your book. Make sure you have the bandwidth to dedicate intentional and regular time to self-promotion via a variety of channels like social media, a regular newsletter, blog, etc. If you feel unsure of your bandwidth, consider hiring a team to help you put all of the pieces together whether that includes a social media manager, digital marketing team, virtual assistant, publicist, etc. The resources available to authors are plentiful and, in many cases, extremely helpful! You’ll breathe a sigh of relief to know that the many tasks that are required don’t fall entirely on your shoulders, and you have a capable team backing you and rooting for your success.
3. Rally the masses
Your own network can be a powerful tool in getting your book and message off the ground — if you know how to use it. Make sure you have a plan to tap into this existing network, whether it’s a select group of your professional peers (if your book is a natural extension of your expertise), your personal network of family and friends, or a combination of both! This can be as simple as directly asking them to order a copy of the book on Amazon once it goes live and putting together an email list to share launch updates, or as complex as offering incentives to those who order an early copy and leave a review. Incentives can include things like creative/branded swag that connects to the book’s themes and messages or access to additional exclusive content through your website or newsletter. The possibilities are truly endless here if you’re feeling creative.
4. Scope out local opportunities
More likely than not, there are opportunities to promote your book waiting right in your backyard! Oftentimes, a local connection is key to securing early opportunities for you and your book.
To learn more about what’s available in your area, take the time to research your local library and bookstores. Do they have an events page on their website? Do they have a social media presence where they promote author readings or events? If so, do some digging to find the right contact to reach out to about setting up an event and be sure to identify any opportunities for collaboration. Think about the value a signing or event can have for them as well. Remember step 3, rally the masses? Activating your own network to bring foot traffic into a local bookstore is a great win-win for all!
5. Create collateral
Picture this: You happen to strike up a conversation with someone about your upcoming book and they show genuine enthusiasm or request additional information. Great! Now … what are you going to give them? For situations like these (whether they be in-person or online), you’ll want to be prepared. Consider creating business cards with your author website and relevant social media links. You can also take the time to create a media kit or brief sell sheet that offers a quick snapshot of your book and its messages. Collateral like this can be easily shared via email and saves you time in the long run.
PS: You don’t have to be a design maven to create something simple and eye-catching. Online tools like Canva have opened many (free!) doors for even the greenest of design rookies. Of course, our friends here at FriesenPress professionally design and print eye-catching promotional materials (including book catalogues, bookmarks, and business cards) for you to use as marketing collateral with a “wow” factor.
After you finish writing your book and complete these five steps, you’ll ensure you are set up for maximum success. Then you’ll be ready to dive into the exciting world of book marketing and publicity!
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Kellie Rendina is a Senior Business Development Associate at Smith Publicity, the most prolific book marketing agency in the publishing industry, with thousands of books promoted since 1997. From first-time, self-published authors to New York Times bestsellers, Smith Publicity promotes every genre, and has secured media coverage for authors and books with every top media outlet in the U.S. And Canada. Contact Smith Publicity at info@smithpublicity.com.
