Back in the day when social media first came on the scene (remember those days?), I was traveling the country speaking to groups about how to use it to promote their books and businesses. And what did I hear, over and over again?
“Oh, I’ll just give that to the youngest person in the office. I don’t want to learn social media.”
Um… no. You can’t just hand it over.
Do they have your experience? Your voice? Your understanding of what your book or brand actually stands for? No.
It’s fine to bring in help (in fact, I encourage it), but you’ve got to stay involved. You have to guide the ship. You have to at least pay attention to what is being posted on your behalf. And, of course, now everyone is using social media. It’s no longer even an issue.
And now, here we are again—with AI.
Suddenly, there are a lot of “experts” out there. Or so they say. And as tempting as it may be to hand it over to someone else, it’s important to get involved.
There’s a flood of new tools and services promising to automate your book publicity. Some say their “magic prompt” will land you on Good Morning America. (Really? Yeah, I don’t think so.)
Look—I like AI. I use it. I play with it. I encourage my clients to explore it too.
But let’s be clear:
AI is your intern. You are still the expert. There is nothing coming along to “save you from your busy schedule.” It can help! And that’s the good news, but it still comes down to you.
It can help you brainstorm. Come up with ideas. It can turn a blog post into a tweet thread. It can even outline a podcast episode for you.
But it can’t speak in your voice.
It can’t build a relationship with a producer.
It can’t feel the heart behind your story—and that’s what lands interviews.
You still have to show up.
That said, AI can be a great sidekick, especially when it comes to keeping your content fresh and timely. Each month I like to pull together a list of seasonal tie-ins that authors can use to make their books newsworthy again. And if you want to play with AI, this is a fun place to start. Ask it for a few pitch angles based on one of these. Then add your sparkle.
June Media Tie-Ins:
- Audiobook Appreciation Month – Recorded your book? Talk about the process or offer listening tips.
- PTSD Awareness Month – Memoirists, mental health pros, or anyone writing about healing and resilience—this one’s for you.
- Alzheimer’s & Brain Awareness Month – Talk about brain health, memory, care giving, or the power of storytelling to preserve legacy.
- Men’s Health Month – Got something to say about fatherhood, aging, or emotional well-being? Now’s the time.
- National Great Outdoors Month – If your book touches nature, adventure, or the healing power of the outside world, this is yours.
- Graduation Season – If you’ve got life lessons, career guidance, or big-picture wisdom, this is your window.
You can ask for ideas, but then you must be the one to pick, polish, personalize, and get it in your own voice. Also, reject what clearly doesn’t work.
Bottom line?
AI is a tool, and a pretty amazing one. But it isn’t everything, no matter what all these people in your inbox and on your social channels claim.
Your story, your strategy, and your relationships—that’s all you. And that’s where the magic still lives. As always, I’m here cheering you on.
To your success,
Joanne
P.S. Tools are great, but we’re still standing!
#BookAI
#BookMarketing
#BookPublicity
If you’d like to receive juicy publicity secrets directly on a regular basis, join the Savvy Sunday Community at the bottom of this page.