Last week we focused on 5 Key Mistakes Authors Make in DIY Book Publicity and guess what? There are more. You can read about those first 5 here if you haven’t seen them yet.
If you have the time and the desire, generating publicity for your book is definitely something you can do yourself. As I’ve mentioned before, having your own publicist gives you access to their media contacts, and you don’t have to DIY. Some people prefer that!
6 more key mistakes authors make and what to do instead
Over-Promoting: Constantly pushing their book can alienate followers and readers. The secret is to share helpful tips, information, and insights that show your knowledge and credibility that in turn influences others to buy the book. We all know this is true, and yet for some authors they get stuck in sell-mode, which can backfire and often does.
Poor Media Relations: Building relationships with journalists, bloggers, and influencers is key to gaining media coverage. Authors who don’t understand how to pitch effectively or follow up professionally can miss out on valuable media opportunities. For example, make sure your topic is something the media contact would cover. This seems so obvious, and yet every day there are thousands of misdirected pitches. I hear this complaint from my contacts all the time (Not about me though! Haha). Also, remember that they are human beings. Find a way to be helpful. If your material isn’t quite right, perhaps you know another resource they can use. Take the time to make that introduction if they’re interested.
Ignoring Timing: Timing is crucial in publicity. Authors sometimes fail to plan their publicity efforts around significant times, like publication dates, holidays, or current events, which can enhance the relevance and impact of their campaigns. For example, there is a reason diet and fitness books come out in January!! (I’m sure you can guess what that is!)
Failure to Understand the Market: A lack of research into the target audience and the competitive landscape can lead to ineffective marketing and publicity strategies. Understanding what similar books and authors are doing can help in crafting a more targeted and appealing approach. You don’t research this to copy others; you do it to help you flesh out your own uniqueness. Remember: If you find yourself saying your book is for everyone, you don’t have it yet.
Lack of Persistence and Patience: Publicity is a long-term effort that often requires persistence. Authors who give up too soon or expect immediate results can become discouraged, missing the benefits of sustained efforts. I urge you to learn to enjoy the process. Learn to enjoy the struggle until it isn’t a struggle at all, but more of a game. This can make all the difference. Note: Social media gives the appearance of things happening immediately. I assure you, they do not.
Inadequate Follow-Up: Following up after sending out pitches and review copies is crucial. Authors who don’t follow up risk their materials being overlooked in busy media inboxes. Note: And if you do mail out a book (Yes, some media still prefer a mailed copy of your book), include a cover letter. I am astounded at how many books I receive and have no idea who sent them.
Bottom Line
Doing your own book publicity is a challenge; there is no doubt about it. However, you can become very successful at it, and it can be very rewarding too. If at some point down the road you decide it isn’t for you, then at the very least you will understand what your publicist is doing for you. This understanding benefits everyone!
To your success!
Joanne
P.S. I am thrilled to again be presenting The Book Publicity Master Course via the Nonfiction Authors Association beginning September 24th. You do not have to be a member of NFAA to participate, although why not? You get a discount and a great group of authors and experts to hang out with. Invest in yourself and discover more here. Come join me!
P.P.S. Let’s Do This!!
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