Launchpad: Tips for a Successful Book Launch
TIPS FROM …
Lori Cates Hand, trade product manager, JIST Publishing
16. Hire a good author.
Effective book marketing begins long before the book is written. It’s the acquisitions editor’s responsibility to scout out that perfect combination: a book title with a good hook, and an author who can be a major contributor to the marketing effort. We’re looking for authors who have a built-in audience—commonly called a platform. An author needs to have a following, as well as existing opportunities for exposure (e.g., a blog, a huge client list).
17. Online articles have more impact than radio interviews.
I don’t think radio exposure translates to sales (unless, of course, you’re on NPR). The people who do still listen to the radio aren’t able to go buy the book right then. If they read an online article that mentions your book, they can click right through to Amazon and buy it on the spot.
18. Major media are looking for negative stories.
Sad but true—our recent book pitch was declined by a major media outlet because it was too upbeat and constructive.
19. Timing is everything.
Don’t compete with major events such as an election or holidays. Time your book release and related PR efforts for a relatively quiet time of year. Your book subject will often dictate the best release dates.
20. Blog marketing can work—if you do it right.
Every morning, a million bloggers wake up and say: “What the heck am I going to write about today?” If you find blogs that focus on the same subject as your book, the blogger will usually be only too happy to devote a post to your book—especially if you send them a free copy. I’ve seen a few major publishers who sent out hundreds of galleys to the general public, with the stipulation that they review the book on their blogs, on the publisher’s site, and on Amazon. And once a buzzworthy book hits the echo chamber of the blogosphere, it’s bound to reverberate for awhile.