Below are four book promotion tactics that lead to a wider reach and big results. By using them, you effectively become you’re own publicist. I’ve included what they offer and what they require of you so that you can decide which ones you want to put your energy into.
The benefit of these types of book promotions is that they do not rely on algorithms, the length of your personal email list, or the size of your following. Their power comes from the trust and reach offered by outside sources. They’ll get many more eyes on your book than you could via your own platforms and they come with a built-in trust factor. Though they may seem daunting, or require actions outside your comfort zone, they’re all achievable and accessible with a bit of research, planning, and effort.
I have to note that, of course, wide reach and big results often comes at a cost. You’ll end up spending time or money, or both, on these. What you choose to put effort into will depend on your marketing budget too. There are also many other book marketing tactics you can try, both passive and active. It’s just important to keep in mind that they all work in conjunction and the more effort you can put in, the bigger the results you’ll see.
Established Sources Help Get the Word Out, Build Trust, and Grab Attention
Did you know that you don’t necessarily need a publicist to send out a press release? It’s true. With a little savvy, a bit of courage and some know-how, you can write up and send out your own press release. You can also submit your book for a professional review and gather reader reviews. Yes, you can be your own publicist! You, of course, can hire one too if that’s in your budget. Just make sure they’re fully vetted first.
Press Releases are a Book Promotion Tactic that Raise Awareness
What a press release offers
Press releases can be sent to any media outlet you hope to get coverage from. Now, they may not all bite, but that doesn’t mean you shouldn’t even try. A press release, firstly, brings awareness that your book is out there. Secondly, if the media decides to cover you, then you’re getting exposure to their audience. That’s a big deal. Paid ads and social media can’t guarantee built-in audience visibility like that.
What this book promotion tactic requires from you and how to pull it off
You’ll need to tap into your boldness before writing and sending out your own press release. If you are shy, you’ll have to overcome that shyness (or imposter syndrome you may be battling). You’ll also have to put in the work of learning how to write a press release and the willingness to make it stand out. Click this link to view professional press release examples and an outline/template for their structure.
Once you’ve put in the work of writing your press release, you’ll have to send it out. You’ll need to do some research on the media outlets that would be the best fit. But be brave! Just go for it.
They key is making it stand out and knowing how to spin it so it captures their interest. There are other ways you can use a press release as a book promotion tactic too. That link above provides some ideas.
Professional Reviews Provide Proof
You’re likely very aware of the power of a positive book review. A good review can seal the deal for many readers. These reviews build trust, and they bring awareness to your book. This is why getting book reviews is considered to be a top tier book promotion tactic.
What they offer
A review is social proof. A good review tells potential readers that someone liked your book, so they may too. They also establish trust and credibility with your audience. Professional reviews can even grant a sense of prestige, much like a book award.
What they require of you and how to pull it off
There are many publishing industry reviews you can submit to. This will require researching (and sometimes paying for) reviews in publications like Kirkus or Indie Favorite. Audience/reader reviews require ARCs and sending them to the right people. Critical reviews will require access.
So, do your research, network, reach out to influencers and check submission dates for industry reviews. If you plan on using this book promotion tactic like a pro, you will definitely need an ARC (advanced reader copy). Read about ARCs here.
I also wrote a helpful post all about getting book reviews.
Earned Media: The Book Promotion Tactics that Meet Your Audience Where They’re At
Although your press release may lead to earned media, these book promotion tactics are more of a direct line to valuable visibility and coverage. You’ll need to be brave about putting yourself out there here too.
Guest Blogs and Byline Articles Reach a Wider Audience
What they offer
You probably know that name recognition sells books. It’s a fact that readers are more willing to take a chance on a book written by a familiar name. Publishers know this and that’s why an author’s existing audience often factors into their publishing decisions. You, too, can use name recognition to your advantage by building your author platform through publishing your writing beyond your book. Publishing your writing beyond your book also puts you in front of new audiences.
What this book promotion tactic requires of you and how to pull it off
Again, research is required to pull off this book marketing tactic. You don’t need to publish in the likes of Forbes or the New York Times to increase your visibility and reach, so don’t be afraid to start small. Mostly, you’ll need to find your niche and write, write, write.
It’s all about finding the right publication or blog. If you are an expert in your field, seek out industry magazines. Look for bloggers in your genre. Form relationships and seek opportunity. Be patient. The more you publish, the more likely that you’ll get more opportunities. Pitch ideas. Reach out to fellow bloggers and publish on your own blog. Submit to writing competitions. Consider OpEds.
Hesitant to reach out to influencers for more exposure? Read my blog on the topic. Want to know how someone just like you pulled it off? Read that interview here.
Podcasts are a Trusted and Popular Source for Book Promotion
What this book promotion tactic offers
I recently read about this on Jane Friedman’s blog and, honestly, I love that podcasts are helping authors get the recognition they deserve. Of course, as the host of a podcast myself, I could be biased. But podcasts are very popular, and offer exposure to a wide audience. And their popularity is only growing. Just make sure you’re seeking out the podcasts with the best fit.
What this requires and how to pull it off
Like the other book promotion tactics listed here, you’ll need to do some research. You’ll also need to be willing to put yourself out there. These are the things we have to do when we’re acting as our own publicist though. You’ll also need to be willing to sit and talk with someone in depth about your book, your process and anything related to the whole production. That will take some media preparedness. You can read about how to be an awesome podcast guest here.
First, you’ll need to research, research, research. Then, you’re going to have to pitch yourself and make it convincing. According to Jane Friedman, “…self-pitching works best when the author already has a genuine relationship with the host. Otherwise, the risk is that the author pitches the book rather than the topic or conversation inside the book, which is what podcast hosts typically care about.”
In other words, don’t go in totally cold. Build a relationship, be genuine, and give them a reason beyond promoting your book.
Are You Ready to Try These Book Promotion Tactics and Be Your Own Publicist?
Here’s the deal, acting as your own publicist isn’t for the shy or reserved. You’ll need to be willing to put yourself out there if you want to take full advantage of the power of these book promotion tactics. You’ll also need to be media prepared. This means having a solid brand and the confidence of knowing what you’re all about and why you do what you do. If you can do that, you can be your own publicist!
Are you ready? If not, browse my blog for guidance on personal branding, building your author platform, and other helpful topics tailored to author-publishers who need a bit of publishing assistance.
You can also reach out and see how I can help. I’m here for you.
