Jon Samsel

There are two types of promotion––what your publisher can do for the book, and what you can accomplish yourself. Anything you can do for each of your books will help. In fact, publishers and book distributors expect today’s authors to step up to the plate and contribute to the marketing of a new book.

The following promotions have worked for many authors:

1. Do all in your power to get on local radio and television programs. You can email the station, one or more specific talk show personalities, or even go to the station in person. Ask for an appointment with the radio personality, program director, program producer, or public relations director.

Nothing pushes book sales up like radio-television author interviews, and the better known or popular the program is, the more sales it can mean. Most publishers will not line up such interviews for you unless you’re a mega name or well-known author. That means it’s up to you. Listen or watch these programs and try to come up with a reason tied in with your book why they should interview you.

It goes without saying that if there is any way you could get yourself on “Today,” “Good Morning, America,” or “Oprah,” go for it. Your book sales could go soaring through the stratosphere.

2. Many newspapers have book columns, or entertainment section news that could feature your book. Visit the online versions of these newspapers and try to get to know the columnists or department editors who interview authors.

Look for some angle that a magazine-newspaper editor could use to publicize your book. Will your book help the reader in some way, perhaps get a better job, save time, become healthier, more fit, learn a business concept, or whatever?

3. If you know how to write an article, consider the idea of writing a feature about your own book. It is possible that a national, regional, or local magazine or newspaper might use it. If your book is on a timely subject, chances are even stronger that your article will be used.

4. Contact any and all trade journals and publications about your book. Many subject fields have their own trade magazines so check that out.

5. Tell everyone about your book that you feel could help promote and publicize it. Are you on Facebook, LinkedIn, or other social media websites? Update your profile to include notice of your new book being published!

6. Suggest to the larger bookstores, both the chains and independents, that you could do autograph sessions and sign copies of your new book. Offer to speak at bookstores because they sometimes have author guests do this and answer questions about their book topic.

7. Many authors don’t keep after their publishers to promote their books. Whether it results in anything or not, it’s worth encouraging your publisher to get behind your book more. Offer to tour for your book or suggest at least a mini tour.

A number of sharp authors have traveled across America visiting bookstores, radio-television stations, and newspapers to promote their books. In many cases, it made the difference between just another book and a bestseller.

There are simply too many books being published each year (60,000 and counting) to do nothing for your book once it is published. If you, the author, don’t promote it, nobody else will (and unfortunately this can also include your publisher).

8. Tap the huge marketing opportunity via the Internet. Authors who are Internet savvy have a competitive advantage over their computer-weary counterparts. Launch your own web site for promoting your book or books. Offer a free chapter of your book on your blog and link to your publisher’s website where people can order a copy of your book.

9. Write a direct sales email in which you tell about yourself and your book. Send the note to a list of radio and television program directors, producers, and talk show personalities who may be receptive to having you as a guest author. Send your sales email to a wide variety of stations. In fact, send your sales note to anyone you think might help promote your book.

10. Consider “self-syndicating” a feature article or review about your book. You can get the names of a great most newspaper editors online—just Google it!

11. Work up an oral presentation in which you talk about your book; for example, discuss why you wrote it. Prepare a professional-looking pamphlet highlighting the features of your talk and telling something about your background. Have a number of copies printed and then send them to anyone and everyone who might book you on a program as a speaker. A number of authors do very nicely working as speakers in-between their writing projects, or even while they are writing.

12. Arrange a book release party for your new book. Invite friends, business associates, key book industry professionals, and perhaps even the general public. This is a fun way to announce the release of your new book and it starts the word-of-mouth process.

13. Contact your local library and let them know that an author in their area just had a book published. Many libraries will invite authors to speak on your subject of expertise or host a reading of a book chapter. Again, this is another way to “spread the word” about your new book.

14. Frequent online chat rooms and newsgroups and offer your expert advice. The online world is a great environment for spreading awareness for your book and/or professional services. Be careful not to blatantly pitch your wares, as the online world has strict rules of etiquette––no unsolicited advertising or promotions are allowed. Authors who ignore the Internet’s professional protocol risk being spammed. Authors who visit chat rooms or newsgroups and contribute meaningful information and advice (and casually mention that the reason they are an authority on the subject is because they are the author of book on the subject) are likely to increase awareness for their book.

15. Create a YouTube channel around the key chapters of your book. All you need is a video camera and some editing software to shoot some footage of you talking about your book or reading a few sample chapters aloud. Publish these free educational videos on YouTube, MetaCafe, and other video content websites which can possibly expose your work to millions. Be sure to include an ever-present URL to your website on your videos to help direct possible book buyers to your website.

This entry was posted on Wednesday, December 24th, 2008 at 12:59 am and is filed under Writing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.