1. Know your book’s audience: Effective book marketing relies on knowing your audience—both in the mainstream and fringe markets. For example, a book about organizing personal finances and investing should naturally appeal to media covering personal finance. However, it could also appeal to lifestyle bloggers, women’s and men’s magazines, newspaper lifestyle editors, in-flight magazines, and many others. By identifying the audiences, before your campaign begins, you can ensure the appropriate media receives word about the new book.
2. Know your intentions and expectations: Sharing all of your expectations with your book publicist before you sign the contract is crucial. Professional publicists need to understand the expectations for a campaign—be they to secure national television interviews, build a local or regional author presence, or to attract a movie deal. By being honest from the beginning your publicist will let you know whether or not they can assist you in achieving your goals. You’ll also help your publicist set the campaign up to work on producing the results you’re seeking.
3. Know your short term and long term goals: By clarifying and communicating your short term (3-4 months) and long term (3-5 years) goals, your publicist can develop a campaign with creative and sustainable pitching ideas. They will carry your book through its marketing campaign and help set you up for success in years with author branding activities. A publicity campaign can position you as an expert in your field as you plan future books and opportunities.
4. Know your travel schedule: If you have plans to travel during your campaign for business, pleasure, or even a family visit, let your publicist know. Any travel during a publicity campaign is an opportunity for regional and local media exposure in the area you’re visiting. When your publicist can contact producers at television stations with the offer of an in-studio interview within a specific window of time, it creates a sense of urgency to confirm.
5. Know what makes you an interesting interviewee: The themes in your book may not be the only things you’re qualified to speak about in an interview. Think about what makes you unique. Don’t hesitate to step outside of the boundaries of your book and explore your educational, family, career, and lifestyle background. Providing more information about yourself can broaden your appeal to the media.
by Corinne Liccketto