A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
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Thursday, March 22, 2018
Should Authors Invest In Book Marketing Or Book Publicity?
be clear, the question really is not should an author an author invest in either book marketing
or book publicity, but rather, how much of each?
marketing covers sales and advertising, including things like speaking, book signings, website development, and handing out fliers.
publicity covers the media, both traditional media (TV, radio, print, online)
and social media (blogs, podcasts, FB, Twitter, LI, Instagram, You Tube).
need not to choose one over the other but to be involved in both – in big
quantities of time, money, and effort.
though I’ve been involved in promoting authors and books to the news media for
nearly 30 years, I will state that book marketing may be more important than
PR.However, to succeed at selling your
book, you’ll need some help from the news media.
coverage in the news media not only yields more book sales as a direct result,
it also positions you to gain brand credibility and authority in the eyes of
the organizations or people you seek to sell and market to.In order to land a speaking engagement,
bulk-book buy from a company, or an introduction to movers and shakers, you’ll
need to have some street cred that the media can automatically provide for you.
think if you were to prioritize your efforts, you would need to juggle your
choices and opportunities, often executing multiple things vs. doing just one
thing at a time.For instance, you can
send your book for review to USA Today
while pitching a podcaster for an interview, while running a Facebook ad, while
speaking at a local church, while soliciting several organizations to purchase
lots of books.But some activities are
dictated by a timeline, strategy, and resources. Let me explain.
things need to be done during a key window of time. To schedule bookstore
appearances you need at least two months lead time and to seek out a speaking
gig in front of popular or prominent organizations you may need to act 6-12
months in advance.To seek book reviews
at major print outlets like PW,Business Week, or Family Circle, you need to send them a galley three and a half to four
or five months prior to book publication day.
if I had to choose how to spend an hour today to push my book, I would split my
time up so that 30 minutes goes into book publicity and 30 into marketing.
Depending on where I have success or how the two play off of each other, I’ll
determine how to reconfigure my time allotment next week or next month.
shouldn’t feel they have to choose between book PR and book marketing.The choice is really do something for your
book vs anything else. Make time for your
book and it will take off.