How to Increase Your Odds of Selling More Copies of Your Book
by Paula Margulies
I had worked for years in a number of industries as a marketing director and had the opportunity to go freelance after leaving a position as an executive director for a non-profit.
One of my former bosses had just finished writing a memoir when I left the non-profit job, and he asked me if I would help him promote his book.
I did, and word of mouth from that job started to bring other authors to my door.
I decided that since I’d always loved reading and writing, I would merge my love of books with my experience in marketing and have never looked back.
I Enjoy Helping Authors Promote Their Work
It’s exciting to be able to help authors promote their work. I enjoy working with clients to brainstorm ideas for reaching their target audiences, especially when we can come up with venues and media a client might not have ever considered.
I also enjoy the interaction that comes with contacting media reporters, producers, conference organizers, etc. I’ve made a lot of contacts over the years that I now consider friends and have come to treasure my relationships with both my clients and my professional contacts.
Mistakes Authors Make When Trying to Market Their Books
That’s easy – the first mistake has to be deciding to forgo hiring a professional editor.
I can’t tell you how many times I’ve had to turn down a potential client because his/her book had either stylistic or grammatical errors. I usually tell those authors that if I’m seeing errors, my professional contacts will see them, as well (as will readers, who are certain to note them in the reviews they write online!).
I also tell them that if they are limited on funds, I recommend spending money on editing rather than publicity – it’s that crucial to their book’s success.
The second most common mistake is not hiring a professional design service for cover and inside layout.
I’ve been sent hundreds of books over the years with cover designs that are subpar (the majority created by the author) or page layouts that are unreadable (not formatted correctly, font sizes too small or too large, margins too large or nonexistent, etc.).
Again, if budget is an issue, I suggest that authors spend whatever funds they have to have their books properly edited and designed first, before hiring a publicist.
The third most common mistake has to do with timing.
I’ve received a lot of calls over the years from authors who want to launch a book late in the year, around November or December. That is a difficult time to sell a book – most venues and news media/publications have already filled their interview schedules by the end of the year and will ask me to call them back after January first, when their calendars are open.
Also, it can be difficult to reach people from mid-November on, mainly because a lot people go on vacations for the Thanksgiving and December holidays.
My recommendation to any author who wants to maximize publicity appearances is to launch a book at the beginning of the year. That is when most media calendars are clear, and it gives a publicist time to schedule the author for appearances in the spring and summer months, when more people are out and about and buying books.
Top 3 Reasons an Author Should Consider Hiring a Publicist
1. A publicist helps you determine who your books are for.
I always remind clients that whatever I do for them, they can do themselves.
Publicity isn’t rocket science – it mainly involves correctly identifying who the target audience is and what are the best ways to reach that audience, and then doing the footwork to get the word out about the book in the places where that target audience will see or hear about it.
That said, many authors aren’t sure who their books are for and how to target a market, so that’s the first benefit a good publicist can offer an author.
2. A publicist has media connections.
The second benefit is the professional contacts the publicist has.
Many authors can reach out to media themselves, but it can be time-consuming and not always successful if an established relationship with that media person doesn’t exist.
A good publicist will have spent years developing professional contacts with all types of media, including reporters, producers, bloggers, thought leaders, conference organizers, and bookselling platforms. So, hiring a publicist allows the author to take advantage of all of those contacts that the publicist already has.
In addition to having built-in relationships with the contacts comes a level of trust – when I call my contacts, they know that I’ve already vetted the author and the book, so it’s easier to get a yes from them for an interview, appearance, etc.
3. A publicist is a sounding board and organizer for the author.
The third benefit a publicist can offer is being a sounding board and organizer for the author.
In addition to helping my clients brainstorm ideas on where to take the book in terms of publicity (Online interviews? Blog tour? Speaking appearances? Conference appearances? Specialty venues specific to the book’s content?), I can also help with preparation for those events.
I keep a schedule for my clients, so they always know where they are appearing, on what date, and who the contacts are. I also give my contacts updates on all contacts as I book appearances, so that they always have that information if they choose to pursue those opportunities themselves in the future.
Examples of Authors I’ve Helped Successfully Sell Their Books
I have so many clients who have been successful with their books, that it would be hard to pick just a few!
Some of my clients choose to do national tours, and have had great success selling their books at signings and appearances across the country (like Amy Snyder, for example, with her nonfiction account about the Race Across America, Hell on Two Wheels, or USA Today bestselling mystery author, Pamela Fagan Hutchins); some, like mystery author Corey Fayman, have landed book deals with publishers after successful publicity campaigns.
Many, like Kim Petersen, author of Charting the Unknown, have won awards, while others have created a successful series with a strong following of readers (U.S. Olympic sailor, Carol Newman Cronin, for example, with her nautical YA series, Oliver’s Surprise and Cape Cod Surprise, or Anita Sanchez, author of books on environmental science and nature for children and adults, whose recognitions include: William Allen White Master List 2020. Cook Prize Honor Book. John Burroughs Society Riverby Award, and more).
There are many, many others, who have succeeded as a result of blog tours, interviews, appearances, editorial publications, etc. – all of them more because of their hard work and our joint efforts to get their books in front of their target audiences.
Publicity Advice for Authors on a Budget
My advice to authors on a budget is to first, spend money on producing your book – make sure it is professionally edited and designed.
Once that is done, think about who would want to read your book. What are their interests and hobbies? Where do they buy books? What social media platforms do they use? Where are they likely to learn about your or your book’s subject matter? Knowing your intended audience can help you identify where to go to promote the book.
As far as costs, the first thing to do is determine what you’re willing to spend, so that you have a starting point (a budget, if you will) for the promotional work you want to do for your book.
Some publicists, especially those at large agencies, are expensive. But there are many publicists (and even some agencies) that do not charge large fees.
The best advice I have is to do your homework and talk to more than one publicist. Make sure their fees schedule works with your budget and that they have experience in promoting books to your target audience. Search online, ask other authors who writing in your genre for recommendations, and always ask for references from publicists you are considering.
The Most Effective Marketing Technique for Selling Books
I maintain that speaking to readers directly is the most powerful way to reach them.
That means being willing to do speaking engagements, give presentations at conferences and other venues relevant to your book, and generally get out there and meet with readers.
I know that many authors might not have the time to make appearances, or are inherently shy and would rather not meet audiences face-to-face. In those cases, I suggest doing blog tours and brainstorming other ways of reaching your target audience via media platforms, advertising, etc.
Again, a good publicist will work with you to identify where the promotional opportunities exist for your target market and will help you to engage in ways that you are most comfortable with.
Advice from a Publicist—How to Increase Your Odds of Selling More Copies of Your Book
One of the best ways to sell immediately is to have an audience that knows you and is already ready and willing to buy your book.
If you’re a first-time author, that means doing some footwork before launching the book. I suggest building a presence on social media, starting with Facebook, Twitter, and Goodreads, and branching out to any other platforms that fit your book’s genre.
Any way an author can establish him/herself as an resource for readers looking for that kind of info and/or expertise will help when the book is ready for promotion. It’s also important to develop relationships with those who read or respond to social media posts – authors should take care not to hawk their books, but to become someone a potential reader feels a connection with.
If you’re comfortable with public speaking, I also suggest coming up with topics that can be presented to targeted groups and writing a brief program description for each, so that your publicist can use those descriptions to pitch venue and conference organizers on hosting you for an event.
I would also be sure to allow time for creating giveaway items, setting up launch material and dates, and being prepared to continue promoting the book for approximately 8-12 months after launch.
Things for Authors to Think About as They Get Ready to Promote Their Work
Finally, here are a few items I encourage authors to think about as they get ready to promote their work:
1. Update your website.
Keep your event calendar up-to-date, list recent awards and reviews, share news and general info on you and your work, create new FAQ’s and Q & A’s and post them regularly, run contests, etc.
2. Host a blog.
If you don’t have one yet, create one and keep it filled with fresh posts about your world.
3. Get a recent headshot.
Still using that photo from your wedding announcement ten years ago? Ditch it, and schedule a sitting for a new headshot. Avoid the lingerie and skin shots — your readers don’t care what you look like in the bedroom. It’s okay to use props (hats, glasses, small pets, whatever makes you appear unique), but keep it professional.
4. Update your bio.
Most media reps will ask for a bio prior to an appearance, so update it often and make sure your publicist always has a copy of the latest version.
5. Create a book trailer.
If you’ve got the bucks, this might be the most important marketing tool you create for your work. Have it done by a professional and use it on your website and social media pages, and as a trailer at book expos and trade shows. Your publicist will find lots of ways to use it as a promo tool for the media.
6. Exhibit at the next book expo.
Rent a booth (share with another writer to cut costs) the next time a book show runs in a town close by.
7. Run ads prior to your book signings.
Worth the extra bucks if you can swing it; some clients have done readings where the only folks who show up are the ones who saw their ads.
8. Create an author Q & A for your blog tour.
Many bloggers want to ask their own questions, but the majority don’t have time. Work with your publicist to create a good Q & A and use it for your next blog tour.
9. Enter published book contests.
When you win, let your publicist know so s/he can issue a press release.
10. Work on your next book.
Easy for me to say, I know, but your readers and the media want to know what’s next from you. So get to it!
Photo by Streetwindy on Unsplash.
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Book publicist Paula Margulies is an author and the owner of Paula Margulies Communications, a public relations firm for authors and artists.
Her written work includes the nonfiction book, The Tao of Book Publicity: A Beginner’s Guide to Book Promotion, her debut novel, Coyote Heart, a short story collection, Face Value: Collected Stories, and a historical novel, Favorite Daughter, Part One.
Margulies is a contributor to Author Magazine, the San Diego Examiner, and The Feisty Writer and has been awarded artist residencies at Caldera, Red Cinder Artist Colony, the Vermont Studio Center, and Centrum.
Margulies resides in San Diego, California. For more information, please visit her website, or connect with her on Twitter and Goodreads.
The Tao of Book Publicity: A Beginner’s Guide to Book Promotion: In The Tao of Book Publicity, publicist Paula Margulies outlines the basics of book promotion and explains how the business of publicizing a book works. Designed for beginning authors but also useful for those with some experience in book publishing, The Tao of Book Publicity provides information on the importance of writing a good book and the need for developing a platform, as well as how-to explanations for developing publicity material, including front and back cover text, press releases, Q&As, media and blog tour queries, and newsletter and media lists.
The Tao of Book Publicity also covers social media, book pricing and sales, book tours and media interviews, and author websites. In addition to explaining how book publicity works, this valuable handbook explores practical topics such as publicity costs, timing, and considerations when hiring a publicist.
Simple, straightforward, and informative, The Tao of Book Publicity includes expert advice on all aspects of book promotion and is a go-to reference guide for beginning and experienced authors alike.
Available at Amazon.
