Entrepreneurs don’t write books so they can sell them in massive quantities.
They write books because of what a nonfiction book can accomplish for their business.
But first you need to market your book and yourself as a thought leader. In this episode of the Published Author Podcast, Sandy Smith reveals actionable tips on how to maximize book publicity so that you can grow your business.
An entrepreneur who studied art and architecture, Sandy has combined her creative bent and business expertise to launch Smith Publicity, a consultancy that works with authors to significantly raise their profile.
When that goal is met, entrepreneurs are on their way to winning new business and significant new revenue.
Sandy gives the amazing example of author Nicholas A.C. Read, who wrote Selling To The C-Suite. Within five months of working with Sandy’s firm, Nick generated $500,000 in new business.
Define Your Publicity Goals
There is no checklist or winning formula to getting publicity for your book. It very much depends on an entrepreneur-author’s goals for themselves and their business.
Smith Publicity’s process is a creative one, focused on listening to what’s happening in the media, and matching that up with an author’s goals and passions to find just the right opportunities.
With the example of Nick, above, you might assume Sandy landed a profile about Nick in The Wall Street Journal to land such a large contract. But it was nothing that bit. It was, in fact, a trade publication that ran an article placed by Sandy about Nick and his book. This piece was read by a VP, who awarded Nick that massive contract.
The trick is to target the right media outlets, and ensure you showcase your worth. The results can be amazing.
Twelve Steps To Creating Winning Book Publicity
If you can’t afford to hire a publicist as successful as Sandy, here are the key steps to get noticed where it matters.
- If you haven’t already, start thinking of yourself and your book from a branding perspective. How can you differentiate yourself from the competition?
- Then ask yourself what you want to accomplish with your book.
- What will be the messaging you want to deliver in your media coverage?
- When you have the desired publicity, how will you leverage it to win new business?
- How can you differentiate yourself from the competition?
- Identify all the publications—trade, specialist, and general—you want to be. Don’t forget podcasts, too!
- Do some focused thinking on how you match your brand, expertise, and book with the content, feel, or focus of the publications you want to reach. A PR freelancer can be a great help with this.
- Develop a spreadsheet or whatever organizational tool you're comfortable with and list your target publications and podcasts, key messages, and the material you’ll need to issue.
- Include your next steps—what you must do to build on your growing profile to take your business to the next level.
- Create great blog content. You should begin this immediately, before you begin writing your book, if possible.
- Use your network including LinkedIn to connect authentically with people who are writing about or discussing stories in your field.
- Get help. There are many inexpensive publicists, writers, and designers who can brainstorm your approach and messaging, as well as design a media kit and support with other activities.
Sandy also encourages entrepreneur-authors to start thinking about themselves as experts in their field and comment on issues or questions about which you have knowledge. Sites like Muckrack.com list experts who can be readily contactable by journalists. Here’s show host Josh Steimle’s profile on Muckrack.
Other Forms Of Income
Sandy also works with clients to help them identify other forms of income they can leverage with their book. This can include speaking gigs, passive income through courses, short-term consulting, or affiliate opportunities.
She encourages her clients to explore opportunities carefully and not to necessarily think an opportunity is too small, because you never know what can arise from an interview with a smaller podcast, library presentation, or interview with a weekly newspaper.
Should You Use a Book Publicist?
Some experienced authors have had a negative experience with PR, and Sandy acknowledges that it can be a leap of faith and a learning experience.
However, the key is expectations, and understanding that a PR campaign doesn’t bring success overnight. It can take weeks to yield results.
The next consideration is, of course, cost. The best book publicists are not cheap by some standards. But again, there are freelancers or smaller consultancies that can provide similar services at affordable prices. Just check their reviews first.
If you liked this episode and show notes you’ll find these episodes useful:
Scott Schrober Publicized His Books With Local Speaking Gigs and Won New Business
Michelle Tillis Lederman On The Personalized Approach To PR For Book Marketing
LINKS
- Smith Publicity
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ABOUT THE HOST
The Published Author Podcast is hosted by Josh Steimle, founder of Published Author. Josh is a book author himself and his article writing has been featured in over two dozen publications including Time, Forbes, Fortune, Mashable, and TechCrunch. He's a TEDx speaker, the founder of the global marketing agency MWI, a skater, father, and husband, and lives on a horse farm in Boston. Learn more at JoshSteimle.com.