Back to School and Back to Work for Authors

Bright yellow sunflowers

The calendar still says summer, and goodness knows the weather does too. Now is the time when all the sunflowers are in full bloom.

But perhaps you have noticed all the “back to school” ads are now hitting. Remember when you were a kid and there was always that accompanying feeling of, “Oh no! Summer isn’t over yet!”

But time marches on and “back to school” and “back to work” after summer vacations is quickly approaching. Soon people will be getting back into their regular routines. If you have a book to promote, now is the time to be putting together your own fall campaign, and I’m going to share some tips with you on how the fall season can be a very effective strategy to sell more books.

Here are some tips to help you promote your book effectively during the fall

Emphasize season-appropriate themes: Be sure and highlight any fall-related themes or settings in your book when promoting it. For example, if your book is set during the autumn or has elements like harvest festivals, Halloween, or autumnal landscapes, use these aspects to create seasonal appeal. You can use these themes in any of your marketing materials and social media channels.

Engage with fall-loving communities: Connect with readers who have a fondness for the fall season. Participate in discussions on social media platforms, book forums, and book clubs that focus on fall-related reads. Tailor your promotional efforts to resonate with this specific audience. There are fall enthusiast social media groups, book clubs that focus on reading books with fall or seasonal themes,  autumn events and festivals, and as well fall home-decor enthusiasts.

Seasonal giveaways and contests: You can plan and organize fall-themed giveaways or contests to generate interest in your book. This might include offering signed copies, fall-inspired merchandise, or related goodies as prizes. Be sure and encourage participants to share the contest with their friends, increasing your book’s visibility.

Utilize visual content: Use your creativity and incorporate fall aesthetics into your promotional materials. You can design eye-catching graphics with autumn colors, fallen leaves, or cozy book nooks. It’s a fact that visual appeal can draw readers’ attention and create a stronger emotional connection.

Plan fall book signings and events: Now is the time to arrange book signings or virtual events themed around fall, such as an autumn tea party or a Halloween-themed reading. Collaborate with local bookstores, libraries, or literary organizations to host these events and reach a broader audience.

Create fall-themed book trailers: You can produce book trailers that capture the essence of the fall season and the mood of your book. Use images or footage of autumn landscapes, pumpkin patches, or people enjoying fall activities while narrating captivating snippets from your book.

Partner with seasonal influencers: Collaborate with influencers who have a fall-focused audience. They can help promote your book to their followers through reviews, sponsored posts, or book-related content that fits the fall season.

Launch fall book bundles or promotions: Consider teaming up with other authors to create fall-themed book bundles or joint promotions. Bundling your book with complementary reads can attract more readers, and cooperative efforts can increase visibility for all involved authors.

Run fall-themed social media campaigns: Engage your audience with fall-inspired social media campaigns. Encourage readers to share their cozy reading spots, favorite fall reads, or fall-related book quotes using a specific hashtag. Reward participants with shoutouts or small incentives.

Leverage holiday marketing: I know this seems like it is way off into the future, but I assure you now is the time to begin reaching out as fall encompasses several holidays like Halloween, Thanksgiving, and Black Friday. Be sure and align your marketing efforts accordingly. Offer limited-time discounts, holiday-themed merchandise, or special editions to boost sales during these occasions.

I know it seems like it is too early to be thinking about the fall, especially when you want to simply enjoy these beautiful days of summer. However, if you want to continue to generate awareness about your book, then now is the perfect time to put things together for a fall campaign.

We live in a world of social media which tends to give us the idea that we can create something quickly, but I assure you in many situations this is not the case. If you want to do a fall promotion for your book, or anything around the holidays, now is the time to be planning it.

Bottom line

Consistency and creativity are key in your fall promotions. Be sure and keep your messaging cohesive, and don’t be afraid to experiment with different ideas to find what resonates best with your target audience during this season.

To your success!


P.S. For writers everywhere!

P.P.S. I’m excited to be teaching The Book Publicity Master Course again this year through the Nonfiction Authors Association. I would love to have you join me. You can learn more about it here.







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