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Pre-Publication Promotion

This page contains a lot of information - but then, promotion is the most important part of making your book successful.

WingSpan's free Publication Timeline shows you what to do and when to do it to promote your book. It offers a wealth of information on how to manage your book's promotions without having to wade through tons of reference material.

Most book promotion hinges on getting good reviews. The purpose of a review is to create 'buzz' around your book. Industry professionals are people too, and they're swayed by other people's opinions just like the reading public. Best of all, reviews are 'almost free' publicity.

Sometimes the press will respond to timely Media Releases, especially if they create a good story. Anytime there is an event scheduled around your book, such as a speaking engagement or book signing, try to get it listed with the community events calendars of newspapers, radio stations, magazines, and e-zines local to that area.

Collateral material, like fact sheets, letterhead, postcards, bookmarks, business cards, etc. can give your media kit a professional look. Reviewers receive literally hundreds of 'press releases' every day from POD publishers, most of which are discarded unread. With just a little effort you can set yourself above the crowd and catch a reviewer's attention.


How to Get "Almost Free" Publicity

Free publicity is not all that hard to get, if you've got a good product and do your homework. Start with reviews. Conventional advertising is often prohibitively expensive. Most readers learn about books by word-of-mouth, reviews, and by simply picking up a book at a store. They read and believe articles and reviews far more than they would an advertisement.

Creating Collateral Material & Promotions Documents

An additional timeline written by David Cole for PMA's March 04 Newsletter is helpful and offers a slightly different take on pre-publicity marketing.


Getting Reviews

Prior to your book's Publication Date, you have your best chances to get your book into stores by getting pre-publication reviews. These are mainly done by those in the book industry, and are read by booksellers, librarians, catalog companies, distributors, and others who order or sell books. Later you can include them in promotional material you send out. If you get reviews from galleys or advance copies, they can be included when your book goes to print, or later, in a second edition. Look at the first page of any popular book. You'll probably find glowing reviews. Reviews can make or break a book.

Most of the book-trade magazines are listed in Literary Marketplace; the top ten Wingspan choices are listed in our resources, as well as other sources for researching magazine names and addresses. You may find specialty reviewers in your book's genre. Pay special attention to these.

The key is research. It's important to contact each periodical prior to sending out your review packet to check on the correct book reviewer and double check the address. The publishing industry often plays musical chairs with jobs, and a misdirected packet is a waste of your money. Ensure that you are submitting within their guidelines; i.e., many reviewers initially want only bound galleys; some, like MidWest Book Review, want sample copies of the book only. Few industry media outlets are interested in seeing finished books. To them that means 'already published' which means 'old news.'

Remember that small newspapers and magazines can be excellent review sources, and most will look at finished copies.

A review packet can contain many things, but the standard is a fact sheet, a galley or advance copy of your book, a cover letter, and any extras you'd like to include like a sheet of blurbs, and a color copy of your cover if you have one. Make it look as professional as possible.

You can continue sending packets out to different pre-publication reviewers in the book-trade for several months as long as you follow their guidelines. If some good reviews come in, excerpt or copy them and send them on with the next review packet – reviewers will pay more attention to a book that someone has already lauded. Once you reach two to three months prior to your publication date, you need to switch to post-publication reviewers.

One of the most important things: Personalize your addresses and cover letters. 'Dear Editor' means you didn't bother to find out who the editor was. Using the editor or reviewers name tells them that you've done your homework.

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Free Media Coverage

There are several ways to increase your chances for media coverage. First, do your research, then make it easy for them to cover your story.

Give exact, interesting, concise information. Produce a high-quality piece that catches the editor's attention. Research is key here. Prior to making your marketing plan, you should have already determined, as precisely as you could, who your market is. You need to put yourself in their shoes, once again, and ask yourself: What form of media are they likely to notice? Who is the correct contact for each paper or magazine you submit to. Reporters and editors are busy people who may not get around to forwarding your release to the right person. Send it to the right person the first time around

Find out their deadline calendar and whether they want the release 30 days, two weeks, or three months prior to an event. Some magazines lay out their publication calendar more than a year in advance.

Readers believe articles over ads any day, so it's worth your time and effort to do it right.

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The Media Release

A media, or press release, is used to alert media of news, events, and the human interest stories that provide interesting filler for their readers. While it may only generate a small blurb in the local sections of mid-size papers, in some smaller papers, the press release might be used word-for-word as the entire story.

The media are looking for something their audience will find interesting. If it sounds boring to you, it will sound boring to an editor. Unless your book is of high interest due to current events, great reviews or seasonal happenings, a press release based solely on the publication of your book won't generate press coverage in larger papers.

Send out media releases to announce your book's publication date, anytime you will appear in public, or anytime you can come up with a new angle on your story. Send another if you can tie your subject matter in with current local events; if you create an event by holding a reading; or if you can find some way to benefit a cause the press holds dear. Seasonal events - speaking engagements - demonstrations - do readings in schools - These kinds of events would especially be of interest to small local papers or the regional “Living” sections of the larger papers. Try to find some news or human interest angle that your book ties into.

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Timing of Releases

Make sure to send releases well ahead of time if you have an event like a speaking engagement or book signing coming up. You'll need to check with the newspaper or other media for their submission deadlines.

Consider the general timing of your release. Don't send it out within three weeks of elections, local or national, if it has nothing to do with political issues at hand. Unless it's seasonal, don't send it during Christmas. Media space and time are very tight during these times and are often planned out far in advance.

Send a media release to radio and television stations tailored to your availability as a talk-show guest or a guest for a call-in interview. You'll need additional materials, such as quotes from your book and a sample Question & Answer page, including your bio and interesting facts about your research or expertise. Many local interviewers are not highly skilled in the craft and will use the material you provide them in lieu of doing their own research. Don't neglect local stations. If you have an event scheduled that ties in with something local, you increase your chance of landing the interview, enticing their audience to look for your book, and adding to the attendance at your event.

Be prepared to research the appropriate contacts to receive your release. Use the internet, the library, and the phone. Finding the right contact can make the difference in whether you make it to print or not; being friendly when you are making the phone calls can help you find the right contact. Most papers have specialty sections for book reviews.

If you are promoting an author tour, contact the bookstores and other outlets you will be appearing in and find out where they generally place ads or calendar listings; oftentimes, the paper or radio station will be more amenable to mentioning your event if the company is a regular advertiser in their publication. In addition, their readers or listeners will be familiar with the location and be more apt to remember where you are appearing. This is the kind of research you can do much more effectively than a book publisher.

POD publishers often send press releases (for a fee) to 'hundreds' of media outlets. And they send lots of them at one time. Editors and reviewers long ago learned to recognize these mass mailings, and they write them off and toss them, often without opening them. When you communicate with any outlet, make it personal. Include a personal cover letter with your release to distinguish yourself from the flood. Use your release as a reminder, or a calendar tickler, by sending your initial release ahead of the outlet's deadline, then sending a duplicate “reminder” release the week prior to your event. The reminder should contain the release and sell sheet only, unless you have a solid reviews & quotes page to send along. Reminders should be emailed whenever possible, but your original release should be hardcopy.

Trade magazines are often overlooked as a source of exposure. These are magazines used by businesses to keep them abreast of news that affects their business, e.g. new products, conventions, trade shows, etc. There are thousands of them, and there are probably some directly related to your niche market, fiction and non-fiction alike. These magazines are read by the very people who buy for their trade and can be a long-term source of sales if an article or review piques their interest.

Online magazines and newsgroups may also be hungry for news on your subject. Send them a media release by e-mail.

Always remember how busy editors and reporters are. Make your communications brief and to the point. The easier you make their job, and the friendlier you are when you speak to them, the better your chances are that they will make an effort to include your information in their publication. Every person who likes your book becomes a spokesman for it.

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Writing a Release

Following the guidelines for press releases is imperative. You will not only look professional, it will help to ensure the accuracy of the print you get for your book.

Releases are written in an inverted triangle format. This means that the absolutely essential information is in the beginning, the story is fleshed out in the middle, and the final paragraph gives further background on the person(s) in the story. This way, if print space is tight, the editor can cut from the bottom of the release and just run the essentials. Quotes are always a bonus, either from yourself or other parties. They give life to an article and can save a release from the trash bin. And always to give them contact information both at the top and bottom of the release. Again, make it easy for editors to do their job.

Here's the essential format of a Media Release.

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Building a Media Kit

Media kits are simply a packet of prepared materials presented in a professional-looking format.

Some self-publishers use over-runs of covers to fold and contain the material. Inexpensive pocket-portfolio folders are available at most discount office supply stores, and are an attractive way to package your information. We suggest affixing a postcard or card stock sell sheet to the outer cover to allow an editor to spot it easily. Use a heavy-duty clip that won't come off.

Some of the things you might include in your kit are:

  • Fact Sheet - about the book
  • Reviews, blurbs, quotes & testimonials
  • Short sample book copy
  • Photographs – head shots of you; illustrations from the book, etc.
  • Interesting additions – for instance, for a Mardi Gras reception, we mailed out Mardi Gras beads with our press kits; other ideas could include a recipe card for a food that appears repeatedly in your book, a bottle of bubbles for a book about champagnes, etc.

Short, fun, interesting, and usable. Those are the things that catch an editor's eye.

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Events Calendars

One of the easiest and least-expensive ways of promoting attendance at a speaking engagement, book-signing, seminar, or other promotional event is to send a calendar release to newspapers, magazines, radio programs and tv stations local to the event. This is a very short listing containing factual information only. One of the benefits is that you can include your phone number or web site, allowing those who can't attend the event another avenue for contact.

Timing is crucial. Look through local papers, contact them by phone or internet. Determine what the deadline and suggested timeline is for submitting a calendar item, and ensure that you are submitting your entry to the correct events calendar editor. Most have a 30 day pre-publication deadline – this means 30 days before you want it published, not 30 days before your event. Many appreciate receiving the item by e-mail, as they don't have to retype it. Check to be sure.

Some papers have separate pull-out sections that list local entertainment, and readings and book-signings are often listed. Make sure to find that editor's name. Send it to the right person. Look on the internet. Cities often have local event listings on specialty sites. Newspapers and radio stations may, too.

The most common reasons listings don't get printed are lack of space, releases received too late, or releases forwarded to the wrong calendar editor. Do your research!

Example of a calendar listing:

“Flowers of Love, or What to Give your Valentine,” a talk by Ellen Krakow, author of “Petal-Talk, A Guide to Horticultural Symbols from Myth, Legend and Alchemy” at noon on Friday, February 12th, at GardenGate Horticultural Center, 1234 GardenGate Rd., Pleasantville. Bring a brown-bag lunch or purchase snacks at the Center. More information call 555-1234 or www.Petal-Talk.com.

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Creating Collateral Material & Promotions Documents

You are going to need to produce some promotional materials, such as a Fact Sheet, copies of your book's cover and letters to include in your review packets and packets you'll mail to catalog companies, distributors, booksellers, and just about anyone listed in the promotional guideline. Postcards, bookmarks and fliers are possibilities also, if your budget allows. You will also need business cards to carry with you.

Sell Sheets

A Sell Sheet (also called a Fact Sheet or Info Sheet) is a flyer that gives details about your book and your marketing and distribution information. It should be standard in packets you send to wholesalers, retailers, book reviewers, catalog companies, etc.

A Sell Sheet should accompany all of your media releases, your queries for magazine articles, and media tour requests. It will be the prime marketing tool for wholesalers and distributors. It will precede you in your author-signings. It may be all that a busy radio talk-show interviewer has time to read before putting you on the air as a call-in guest. Take time to make it short and professional-looking.

Heavier-stock paper is harder for an editor or bookstore owner to lose or toss, but not absolutely necessary if your budget is tight.

The Sell Sheet should be one page only. Here's an Example Sell sheet

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Mailers, Postcards, etc.

Using direct mailers will depend on your budget. A direct mailer can take many forms. Two good, and relatively inexpensive, ones are large postcards and single-sheet flyers. Postcards are effective because the consumer doesn't have to open an envelope and is less likely to throw it away. A correctly targeted flyer works well if it presents something of direct interest to the recipients, enticing them to open the envelope and read more. In a targeted flyer, you can include a pre-publication order form, and offer an incentive like free shipping if ordered by a specific date, etc.

Mailing lists can be purchased from many sources. Consider the mailing list for any catalog (especially one targeted to your market) you will be listed in. Catching a reader's attention twice can greatly increase their interest. Mailing lists over 3-6 months old are no longer considered “fresh”. Try to purchase a newer list, and schedule it for when your mailer will be ready to send out.

Check out Gina Clark's treasure of marketing ideas in her PMA article.

Now what, you ask? If you don't have an author's tour scheduled or a speaking engagement upcoming; if you don't have reviews and published articles in your hand, go back to your initial marketing steps and try to analyze what you can do better. Who can you reach, through what avenue? Research. Read whatever you can find on publicizing your book. Talk to people. Network. Get creative. Keeping your book alive and selling is up to you.

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