7 Book Advertising Tips for Authors and Small Publishers

The biggest mistake authors make when trying to get free publicity is promoting themselves or their books.

Do not propose authors! Tone problems. Don’t throw books! It presents complete programs.

Example: If you wrote a book about how children of divorced parents suffer long-term effects well into adulthood, don’t try to lure TV producers with the book. Treat them with a whole show on the topic “Children of divorced parents: do they ever recover?” Then suggest two or three other guests who relate to your issue and can be interviewed, preferably someone who is on the other side of the issue. If you can do that, you’ve just given the producers an idea for an entire show, and they’re more likely to bite because you’ve done their job for them.

Here are 6 more book advertising tips:

–Make sure you have a good quality professional photo of yourself. It amazes me how many authors I write stories about who don’t have photos I can use.

–Use a “tip sheet” in your media kit that relates to your topic. Example: You write a book on how to discipline children. Your tip sheet might be something like “9 Tips to Calm Your Child’s Tantrum.” Each suggestion should be no more than one or two short sentences. The media love these tips because they can reprint them as a sidebar to a longer story. Check out Special Report #16: How to Write Tip Sheets That Get Media Attention

–If you have a website, post the author’s photo and up-to-date contact information on the site. Sometimes when I try to contact an author, I go to their website, then frantically search for their contact information.

–Don’t be afraid of controversy when it comes to book promotion. The more controversial you are willing to be, the better your chances of coverage by the media, particularly streaming. Radio shows in particular don’t just want light. They want heat.

–The author must write an opinion column taking a strong position on one side of a controversial issue that relates to the theme of the book. Then he directs the column to the publication that is read by the people who want to buy his book.

–If you would like to enter a particular publication, please call the publicity department and request a copy of their free Editorial Calendar. This is a list of all the sections and special topics planned for the year. Go through the calendar and find a specific issue that your topic would be a good fit for. Then call the publication, ask for the name of the person who edits that section, and write or email them with your story idea. Do this several months before the publication goes to print.

Most importantly, unless you contact the book reviewer, most media outlets don’t care what’s between the covers of your book. They DO care what’s inside your head, your experience, and how you can help them. Remember that, and you’ll be well on your way to lots of free publicity.