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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Sunday, October 21, 2018
The David vs. Goliath Author Battle Is Won With Book Publicity
tries to get into everyone’s business.
There are just a handful of companies that seek to dominate every aspect
of commerce – or at least influence it.
Even giants like Sears can’t survive against behemoths Amazon, Target,
and Wal-Mart. Google, Facebook, Twitter
run the online information infrastructure. What’s left for the other companies
and small businesses that may have specialization, personalization, and even
local roots on their side – but who can’t compete on price, speed of delivery,
should learn from the bigger world around them. Just as they compete with each
other for book sales, authors also compete with other content providers, available for a free or
fee, and they have to do battle against giants like best-selling authors or the
Big 5 in publishing. Even when an author
has a great book – maybe even at a great price – how will he or she generate sales
when no one knows his book even exists?
lone differentiator is publicity.
that thing that’s misunderstood, feared, and loathed by most authors.
a well-executed, creative and persistent book publicity campaign can be the
difference between irrelevance and success.
Book publicity is an important cog in the writing machine that no author
can afford to ignore.
I get it, the economics don’t always pay off for authors, even when they
participate in a book publicity campaign. But there are many long-term benefits
to doing a PR campaign that go beyond the short-term sales boost.
know you are probably saying: “Now why
would I invest money, time, and effort into something that may not pay for
itself in book sales?”
Here’s why you do publicity:
can help with sales
builds your profile up so that down the road you can advance your career, get a
book deal, or secure speaking gigs.
provides a forum for you to get an empowering message out, one that may help
can raise interest for your book and possibly lead to rights sales – foreign,
film, audio etc.
supports your ideas and writings.
make no mistake. To do a proper book
publicity campaign means you’ll have to put more into it than you may initially
feel you will get out of it. There’s a risk that little will come of it. But it’s worth it and it’s the only way to make
a go at a strong writing career.
book cannot survive on its own. It’ll
require food, clothing, shelter and nurturing.
Book PR is our lone weapon against the stats quo out there.