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Note: This countdown is based on traditional methods for marketing and publicity. Each book is unique, as is each marketing and publicity plan. No matter what your plan, there are two basic rules that never change: It's never too early to start your publicity plan, and it's never too late to get publicity for your book!!!
- Figure out who the audience is for your book
- Consider publicity angles
- Check out the competition
- Send out your manuscript (galley) to potential "blurbers" (to ask for endorsements to print on the cover of the finished book).
- Start assembling the items you will need for your media kits:
- Electronic files for, or actual copies of your cover/ cover art. You will need these for media kits and in the event that you do receive a pre-publication review, you might need to provide cover art to the reviewer.)
- This is also a good time to get author photos done for publicity purposes. You will use these in your press kits, and it's great to have them ready when reviewers and print/internet media request them.
- Press releases
- Author bios
- Fact sheets
- Interview questions
- Start assembling your review list: print, radio, broadcast, internet, newsletter, etc.
- Consider having galleys or ARCs (Advance Review Copies) printed for long-lead time reviewers and the book trade.
- Follow up with potential blurbers (endorsements)
- Put together your media kits (press releases, pre-pub endorsements, author bio, author photo, book cover/jacket, tip-sheet, interview Q&A)
- Draft cover letters
- Send out ARCs or galleys to trade reviewers, and long lead time press
- Start setting up signings with bookstores (make sure that books are ordered well in avance for the signings!)
- Research possible book award submissions (check out regional and national writing organizations, and subject-specific writing awards competitions)
- Book speaking engagements with relevant organizations and clubs
- Consider creating a website for your book - find a web design company (ask around), and post details about your upcoming pub date and activities. Many authors make the bulk of their sales through their own websites!
- Collect emails and create an "ezine" announcing your upcoming book
- Submit your website's URL to search engines (ask your webmaster for help on this if you aren't "web-savvy")
- Plan your publication date events
- Double check that bookstores where you have events scheduled, have ordered your book
- Confirm all scheduled interviews, appearances, book signings
- Mail invitations, announcements, etc.
- Go over your publicity plan and make sure you haven't missed anything (or add any new ideas you've come up with)
Now that the book is here (in the warehouse, and available to booksellers and the public), you can begin celebrating - and working even harder on publicity and marketing.
- Make sure book is in the stores that ordered it
- Send out review copies to short-lead time reviewers
- Compile all reviews and media mentions for your website and media kit
- Keep contacting media - Build on the press you have (if it's local, take it to the next step, bringing your local clippings and media appearances to the attention of national editors and producers).
- Work on a broadcast campaign - your book is in print --- keep it in print!
- Bookstore signings and library readings can also continue long after the book is in print.
- When people tell you they like the book, ask them to write a review for Amazon and BN.Com (this really helps - the more positive reviews, the more sales).
- Monitor the media. If a news event occurs that overlaps with the book's subject matter, contact journalists covering the events and fax news releases with your comments. If the subject is back in the news frequently, consider e-mailing releases with new angles once a month or so.
- List yourself as an "author-expert" on available websites
- If a book has suffered from inadequate early promotion, it is possible to undertake a media blitz for an older title, particularly if it is nonfiction and the information is not out of date. If a book has done well early on but sales have declined, create new promotions to revive public interest. It's never too late to launch a new publicity campaign for a book that is well written and well produced, with information that is still valid.
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