There is an old line from those in the book publicity business that we hear the word “no” more than a telemarketer and a 2-year-old put together. And let’s be honest, those two are experts at hearing “no”!
It’s not that bad when you’re your own publicist, although if you don’t research the media who would cover your topic and just “spray and pray” well, you won’t even hear the word no. You’ll just hear crickets. Ghosted. Nada.
The truth is, even when you do your research and pitch the most perfectly matched media targets, you’ll still hear “no” sometimes. But if I stopped every time I heard that word, I’d be writing this from a cave somewhere, muttering about the unfairness of it all. So, let me tell you some secrets to making peace with rejection—and even using it to help you grow as an author.
First, understand that a “no” is not always a “no.” Sometimes it means, “No, not right now.” Media professionals and influencers operate under tight deadlines, editorial calendars, and specific audience needs. Sometimes, their rejection has more to do with timing, availability, or their current focus than it does with the value of your story. In other words, it’s not personal—even if it feels that way. Simply ask, “Is that ‘no, not right now?’ or ‘No, never in a million years?’” Those questions are very different.
Second, every “no” is an opportunity to learn. When a pitch doesn’t land, take a moment to reflect. Did you target the right outlet? The right media person? Was your pitch clear, compelling, and tailored to their audience? Think of it as tweaking a recipe. Sometimes you need more seasoning; other times, it’s a whole new dish. Treat rejection as feedback, and you’ll refine your approach and increase your chances of success in the future. Feedback is good, even when it isn’t exactly what we were hoping for.
Third, persistence is key. The most successful authors, entrepreneurs, and creatives don’t give up after hearing “no.” Instead, they adapt. Sometimes they get fired up. They find new angles, tweak their messaging, or try a different platform. Rejection is often just a redirection to something better—like stumbling into the best pizza place in town because your first choice had a two-hour wait.
Let me share a personal story. Early in my career, I pitched a story to a major outlet that I thought was a perfect fit. They declined. Rather than give up, I reworked the pitch, focusing on a different angle, and pitched it to another outlet. Not only was it accepted, but it also ended up being one of the most impactful media placements I’ve ever had. Woo Hoo! That initial “no” wasn’t the end of the road—it was just the beginning of a better path. Who knew?
Finally, remember that rejection builds resilience. Every “no” you hear strengthens your ability to keep going, to innovate, and to believe in the value of what you’re offering. The more you embrace rejection as part of the process, the less intimidating it becomes. After all, if we can’t laugh at the absurdity of it sometimes, what are we even doing?
Sometimes we know what we have is absolutely perfect for the media, but we’re not exactly sure for whom. Keep going.
So the next time you hear “no,” don’t let it stop you. Let it guide you. Treat it as a stepping stone on your journey to sharing your story with the world. Because the truth is, every “no” brings you one step closer to the right “yes.”
I speak from years of experience on this.
Bottom line
Rejection isn’t failure; it’s growth. And with each step forward, you’re not just promoting a book—you’re growing as an author, a brand, and a storyteller. That’s the real power of persistence. And hey, when you finally get that “yes,” it’ll taste all the sweeter. (Or at least as sweet as the celebratory chocolate you’ll undoubtedly enjoy!)
To your success!
Joanne
P.P.S. Hey, Northwest friends and those ready to travel here…! We have another book conference coming up called The Author Alchemy Summit. You can get a special discount here by using the secret code they gave me – JOANNE25 – so join me in Portland in February.
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