I know. I know. It’s too early to talk about the holidays! But here’s the thing: Soon it will be too late.
You know that person who hangs Christmas lights before Halloween, right? The one sipping pumpkin spice lattes while it’s still 80 degrees outside, humming Christmas carols? We roll our eyes and giggle…but secretly, they’re onto something. Take two authors I know who handled the holiday prep very differently.
First there was Gabby who had a wonderful book. It was the perfect stocking-stuffer size with a beautiful cover and was getting some great reviews. But she didn’t think about holiday publicity or marketing for her book until the Monday before Thanksgiving. Whoa! (I have actually had people come to me in December wanting to get into the holiday sales craze, but that’s another story.) She dashed off a “Black Friday” email, fired up a social post, and tried to pitch her book into a few gift guides. But the best promo spots were long gone, magazines had locked their holiday issues months earlier (some as early as July), and podcasters had already recorded their holiday episodes. Her book was worthy, but she missed the wave.
James, on the other hand, started in July by approaching long-lead magazines. Then pitched digital gift guides, reserved his Black Friday deal spots on book promotion sites, polished his website to feature a signed-edition bundle, and hinted to his email list that something special was coming. He also began approaching hosts and producers who need 4-6 weeks advance notice. He landed a mention in a Buzzfeed gift guide, a post on a podcast holiday roundup and even a local TV lifestyle segment about “books that make the perfect gift.” By the time Black Friday rolled around, James’s book sales were climbing faster than Santa up a chimney.
So what’s the lesson?
The holidays are media gold for authors, but only if you start early. By November, your competition isn’t just other authors, it’s Target, Starbucks, Amazon, and every retailer flooding inboxes. The authors who pitch and secure media attention early, are the ones who get the visibility when it counts the most.
Bottom line
Start early. Start now.
To your success!
Joanne
P.S. Too soon for carols? Maybe. Too soon to prep for holiday marketing? Never.
Let’s go!
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