Book Promotion Blog

Like all professionals, a book promotion specialist has her tools of the trade. One of the most important is the relationship she builds with each and every one of her media contacts.

The identity of those TV and radio producers, magazine editors and writers, and newspaper editors and journalists, bloggers, and other media decision makers are a proprietary part of a book promotion specialist’s property. But those names and the contact information behind those names are only a piece of what book publicists offer. The rest is the credibility the book publicist brings to each encounter she has with a producer, writer, editor, and journalist. A book publicist stakes her reputation on every author she represents; her association with a book is an explicit endorsement for that book. An author who would like to hire me “only” to send his or her press release, on my letterhead, to my media contacts pays full freight. If I get behind a book, then the author benefits from my reputation, and that’s what I offer: my reputation, my book promotion skills, my approach to book promotion, my creativity in planning book promotion strategies, and the media contacts who help me turn unknown authors into experts with a platform.

This is how I see a book publicist’s offerings, and it would surprise me to know there’s another perspective — but, apparently, there is. A publicist with whom I have a passing familiarity left a message on my answering machine after hours. When I retrieved the message, I heard a request for the name of the producer I’d worked with to book myself on a segment of “The Rachael Ray Show” to promote my book, 101 Recipes for Microwave Mug Cakes (BPT Press).

I was bewildered by the request for a number of reasons including the following:

1. The identity of, and contact information for, the producer I worked with at “The Rachael Ray Show” and every other media outlet I contact was, is, and will remain my business, and nobody else’s until such time as I decide to sell my book promotion firm. Does that sound selfish? Well, okay. But book promotion is my livelihood, and to compromise my intellectual property would be self-sabotage, and that’s something in which I would not engage any more than I would consider sabotaging a colleague or a competitor’s business.

2. I appeared on “The Rachael Ray Show” at the end of 2009. Why would a publicist presume that the producer with whom I worked is still working at that TV show?

3. The names of, and contact information for, producers at every national TV show you can name is available to people who are willing to a) hunt for it (I’ve written an article about how to get this information — click here to read it) or b) pay for it. I’d be chagrined to learn that a publicist lacked access to the contact information for a major national TV show. In fact, it doesn’t make sense that a publicist would lack that information or wouldn’t know how to get it. And, as Judge Judy likes to say, if something doesn’t make sense, then it isn’t true. Which leads me to the worst conclusion of all.

I believe this publicist wanted to use my name, and my reputation, to contact the producer of “The Rachael Ray Show” without 1) being up-front about the fact that he wanted to do so and 2) without giving me the benefit of knowing anything about the book project on which he was working. Evidently, offering me payment for this information (which I couldn’t accept for the reasons I’ve already outlined) was not a part of the equation.

A book promotion specialist has her tools, and this is how a book promotion specialist stays in business. This is what a book promotion specialist has to offer. If another publicist places so little value on those tools that he or she would blithely request the information, to do with just as he or she pleased, then I call that an attempt at theft.

Yes, there is a Recession going on. Maybe the publicist who tried to take from me a piece of my property and to “borrow” my reputation has fallen up against hard times. But I fear that the publicist in question isn’t only facing a financial challenge. I am deeply concerned this individual has declared moral bankruptcy as well.

To the publicist in question: If you happen to read this blog entry, no. I will not return your phone call. And I can’t imagine why you left me the message in the first place if you consider yourself a person of honor.

Here’s how to garner an instant book promotion opportunity. Sell your book to a producer who creates a successful film best upon your book, and then have that film be nominated for an Oscar. There you have it: a chance to create buzz about your book.

USA Today reports that six of the nine movies that were nominated for best picture Oscars this year were based upon books. Those movies are: “The Descendants,” “Hugo,” “The Help,” “Moneyball,” “War Horse,” and “Extremely Loud & IncrediblyClose.” Last year (USA Today reports), ten movies were nominated for best picture Oscars, and half of them were based on books.

So if you want your book’s title on everyone’s lips (and all over everyone’s social networking pages and emails), simply focus on having someone turn your book into an Oscar-worthy film. Failing that, do what the rest of us have learned works best: conduct a book promotion campaign that blends the best of traditional book promotion and online book promotion strategies, and maintain your efforts for as long as they’re productive, cost effective, and enjoyable. Book promotion campaigns work — perhaps not as well as having your book-to-film project nominated for an Oscar, but still, book promotion campaigns do work.

Shaun Rein, author of the upcoming book, The End of Cheap China: Economic and Cultural Trends That Will Disrupt the World, shares his perspective on book promotion and book marketing in a Forbes article, Three Tips on Making Your Book a Bestseller.

Since Rein’s book will be published by a traditional house, Wiley, it’s interesting that he even has to give book promotion and book marketing a thought. Isn’t the publisher supposed to take care of book publicity and all things related to selling books?

Well, no. As Rein has discovered, for most authors, traditional book publishers focus their book marketing efforts primarily on their A-list authors, and they leave all of their other authors to implement a book promotion and book publicity plan for themselves. That’s not only true of Wiley. It’s the case for all of the large traditional publishers that this book publicist has run across.

A small- to mid-sized traditional publisher is driven by economics to care about the sales of the books they publish — or, at least, to support a greater percentage of the books they publish than larger publishers do. But the truth is that Rein is correct. To ensure that your voice is heard in the media, and your book’s title is mentioned in the press, most authors have to proactively take charge of their book promotion and book publicity efforts.

They can ask for (and will often receive) help from a traditional book publisher’s in-house publicity department. But they often have to ask for additional support beyond the resources that the traditional publisher can, or will, provide. That’s why authors so frequently also engage the services of an independent book promotion specialist, and why they so often regard that working relationship as a partnership and participate in promoting their own books during the course of a book promotion campaign.

As Rein has found, it’s never too early to ramp up your book promotion efforts — and you can never have too many extra helping hands on board.

Why Authors Hate Social Networking
And How to Promote Books Online, Anyway

Publishers, faced with shrinking book promotion budgets, are more excited than ever about telling authors to promote their own books online. By online book promotion, publishers often mean social networking. They use the phrases interchangeably. The reason publishers are particularly excited about online book promotion is that, in their opinion, they don’t have to get involved in it. They can simply suggest that authors engage in online book promotion, and then step back and wait to see the results. It’s good for the publisher’s budget and easy on their resources, and it keeps authors busy.

Authors, on the other hand, may have mixed feelings about online book promotion. It’s hard to say “no” when your publisher tells you social networking can be good for book sales. On the other hand, social networking can be a huge time sink and present some vaguely disturbing possibilities. Once authors have opened the gates to social networking, it can be hard to close them again. Do authors really want to spend hours each week communicating with (and fending off luncheon requests from) play group friends, buddies from the old neighborhood, relatives with vaguely familiar surnames, or colleagues from forgettable jobs?

Becoming active on any of the social networks is like leaving your door cracked open in the summertime. It’s tempting to enjoy the fresh air and a pleasant breeze, but you also could be letting the creepy crawlies through the door. Authors know this which is why so many of them instinctively and wholeheartedly resist social networking.

But just because the former playground bully lies in wait, hoping for redemption, on the social networks is no reason for authors to avoid online book promotion opportunities altogether. There are innovative ways and effective ways to create online buzz for books. Here are four ways to begin:

* Launch a contest. A giveaway is easy to host, and all authors have to do is provide winners with copies of their books. There are web sites that will help spread the word about contests. Each giveaway winner is a source of word-of-mouth promotion, and anyone who signs up to win but doesn’t is a potential book buyer.

* Connect with bloggers. Ask bloggers to review books. Most of them will be glad for the opportunity, and each online mention of a book is another search engine optimization gem.

* Draft articles. Offer information that relates to a book (yes, even a novel) in the form of an article. Many blogs and web sites accept simultaneous submissions, so the process of seeing an article published online should proceed quickly. Submit articles to newspapers and magazines, too. Most of them have web sites as well as print publications.

* Comment on news stories. Many news sites invite readers to submit feedback, and these posts are published instantly. Set up a Google alert to find news stories related to specific topics, and write a mini op-ed for each. Posts can include the names of authors’ books.

For authors who like the idea of creating online buzz but lack the time or the contacts, book publicists who are on the cutting edge of online book promotion can help. They’ll have ideas of their own, and authors can offload the time-insensitive, research-related parts of the job to them.

The good news is that online book promotion campaigns require far less startup time – and can even be far more effective, in the long run — than traditional book promotion campaigns. So for authors who won’t be forced or “guilted” into social networking, there are still opportunities for online book promotion now, and there are more cropping up every day as technology evolves.