How Press Releases Help the Self-Published Writer – Part Two: Guerrilla Book Promotion

Read the First Comment

Although the author will undoubtedly disagree, there isn’t too much newsworthiness about a book being published.  Realistically, if you want media to pay attention, there has to be more.  WHY is your book newsworthy?  Is it addressing a particular trend?  Is it topical?  What about your book sets it apart from the herd?

If you’re at a loss, don’t worry.  You can create an angle and gain publicity for your book even if it isn’t cashing in on the latest news.  Develop a marketing strategy that will garner your book that aforementioned third party credibility [Understanding Third Party Credibility], gets your book some attention, and gives you some news to spin in a press release.

Here are some ideas to get you thinking and get you started:

• When you get your book printed, always print extra copies to give away to book reviewers, news editors, TV producers, notables and celebrities.  Basically, anyone who can offer one of two things:  an opinion from a credible person your target audience will readily believe – or – the ability to promote your book.  Hopefully, from the free copies you send out, you will get some glowing reviews and great mentions in the media.  Always offer free media copies on your Web site.  Remember many magazines will only review books before the publication date, so give yourself plenty of leeway between printing and releasing.
• Offer free books to radio producers as on-air giveaways.  Even if the show doesn’t book you as a guest, giveaways are an excellent way to get free exposure.  Make sure you provide a tagline stating what the book is about and where it is available.
• You will schedule more interviews with the media if you position yourself as an expert in a particular field.  Tailor your pitches and press releases so you offer a unique and informed angle on timely news stories.
• Remember to be lively on the phone if a TV or radio producer calls.  Most likely the phone call is a “pre-interview” to find out if you would make an interesting and articulate guest.
• When you get your book printed, be sure to include an order form at the end of your book for your next book – even include the first chapter as a tease.  Or use this as a sign up for a group, fan club, etc.  You will want to include your Web site and email information.  Keep a detailed list of responders.  Send emails and/or post cards to them when you release your next title.  Offer a special coupon, discount code, or special gift if they purchase the book.
• Go through the process of getting your book listed with online bookstores (i.e., Amazon, Barnes & Noble, Borders, Books-A-Million, etc.)  Keep in mind that each site has its own requirements to be listed, but generally it is easier to get in the online store before the actual brick & mortar store.
• Try to get your book in local bookstores (both chain and independent) as a local writer.  Many bookstores have a “local author” section, and although the big chains might not be ready to distribute your book nationwide, they just may put your title in one store.
• Affiliate yourself with a charity or other nonprofit group.  Give a percentage of the profits from your book sales to this organization.  Make sure that you have the charity’s permission before you publicize your affiliation in any way!  Dedicate the back cover or some other space on your book to the group.  Speak at their events and fundraisers.
• Print business cards and post cards with your cover art and contact information.  Keep the business cards with you and hand them out as much as possible.  Send out the post cards to any people that might be interested in your book.  Direct mail isn’t the most effective marketing method, but if you have access to a great list, it might be good for you.
• You can also print your book title, cover art, or interesting quotes from your book on all kinds of promotional products:  pens, mouse pads, T-shirts, coffee mugs, key chains, bookmarks, etc.  Use these as giveaways, special gifts, or sell them.
• Print limited editions of your book.  For example, buyers would receive a book that is personally autographed and states, for example, that this book is No.3 of 200, available until March 2005 (or for a limited time).  Do something to make this edition of the book different – buyers get a bookmark with the book, the cover art is different, there are illustrations in this book, etc.
• Time your book’s release date with a significant event or holiday that relates to your book.
• Put together a book signing tour at places that are most likely to attract your target audience.  Of course, bookstores are the traditional favorite, but don’t limit yourself!  Remember to bring several copies of your book for autographing and selling.
• Try to become a book club selection.  There are huge national clubs, small local clubs, and online clubs of people with particular interests.  Find out the selection process and put your book in the running.  If it’s chosen, you’re guaranteed to have more sales and certainly more word-of-mouth.
• Develop your own Web site, but don’t dump tons of money into this.  Make it clean, easy to understand, and informative.  Offer a free teaser chapter on your Web site.  Either sell your book directly from your Web site or have a prominently displayed link to where a customer can easily purchase it.  Have a pressroom where you keep your press releases together along with any good reviews and articles that mention you or your book.  You may also want to include information about what topics you can speak about as a speaker at an event or as a guest on a TV or radio segment.  Linking with other Web sites of similar interest will help move you up in the search engine rankings and help Internet surfers find your site.  Certainly ask the site to which you are linking to reciprocate.
• If you have time, create a free online newsletter.  This is an inexpensive way to get names and email addresses of people who are interested in your book.  Most importantly, provide an easy way for media to get free copies of the book.  You can post your entire book online in the media section (accessible only with password) or send them an actual hard copy – whatever works for you.
• Publisher’s Weekly (www.publishersweekly.com) is a must.  It’s hard to get a mention and even harder to get a review, but you have to attempt to get your book on their radar screen.  They never review a book after publication, so send them a galley at least three months prior to your release date.  They also state on their Web site that they only review self-published books unless there is a first printing of 2,000 or greater, and an arrangement with a reputable distributor, in which case they will take the book under consideration.  Keep that 2,000 number in mind when determining your first run printing.
• Don’t forget the public library as a viable promotional option.  Getting a mention or review in the Library Journal (www.libraryJournal.com) will certainly help your chances of placement in a library.  Visit their Web site for submission information.  Also, call your local library and find out what types of services they are able to offer a writer trying to promote a book.
• Get yourself a good calendar!  You will be working backwards from release dates, appearances, press release distributions and you will need to stay on top of things.  And always show up early to your events (there’s nothing more aggravating to the community relations person at a bookstore than an author who’s late, or worse, is a no-show).  If you bring props or other things aside from your book with you to signings/interviews/etc., be sure to get them approved well before the date of the event.
• Finally, remain professional and courteous at all times!  People in the industry who are willing to go the extra mile by promoting you or hosting a book signing deserve your thanks and respect.  Always carry yourself as a professional.  If you are interested in doing a book signing, then give the community relations person at the bookstore a call.  Be sure to leave a brief and to-the-point message and mention that you will follow-up with a fax.  Fax over 1 to 2 pages (max!)  explaining you, your book, and why you think a book signing at their bookstore would be beneficial.  Of course, include contact information and don’t hound them!  Remember that you can’t simply call a bookstore and expect to have a signing the next day.  It takes a while to get things approved, especially at larger chains.

These suggestions are just that – suggestions.  Certainly no single marketing plan will work for every book and every writer.  Use these ideas simply as a starting point for your personal marketing campaign.  Remember, the goal is to get your target audience to hear about your book, become interested in it, and believe that it will be worth their time and money.  So while pure promotion is always good, with no third party credibility to back you up, the rewards will be minimal at best.

When your book starts to gain some momentum, don’t forget to let the media in on it.  Booksellers and book readers like to be in the know about an up and coming writer achieving success.  Did you get that great review you were looking for?  Was there a sudden leap in book sales for a particular area?  Was the newsroom flooded with emails after your energizing guest spot?  No one will know of your spurt of success unless you tell them.  This is where the press release is vital.

Part Three:  Self-Publishing Nuts & Bolts