The Importance of Author Promotion in Book Marketing

shutterstock_243769888If you've recently published a book, then you've probably spent hours surfing the web for the best book promotion techniques.

While creating a distinctive cover and generating book reviews are positive strategies, marketing your book goes well beyond that. There are nearly 1 million books published every year in America alone, so what can you do differently than other authors to make yours stand out?

There is no simple answer to that question. As with every author, your goal is obviously to increase the visibility of your book and get it in the hands of readers. But, accomplishing this goal is no easy task. It requires a lot of time, hard work and smart publicity plan. The task of marketing your book may even be as big a task as writing the book itself.

Many new or self-published authors overlook the importance of author publicity. Instead, they want to stay in the shadows and push their book to the forefront. But, it doesn’t always work that way. Books can generate more sales if the reader can associate it with the author. Like with any business that has a brand, authors must create a brand for themselves. What makes one brand of coffee better than another? The brand. It's what thoughts, images, feelings and messages consumers associate with a brand that makes them choose one over another. Well, this scenario is also relatable for authors. What makes your book about risk management better than the one on the shelf next to it? If readers can positively associate you with your book, industry and/or genre, there's a better chance they will pick it up instead of a counterpart.

Having a unique book cover, producing Amazon reviews, and creating a social media profiles for your book are all effective book marketing strategies. But, when you combine them with author promotion techniques, you can achieve much more success.

Author Promotion

So, what really goes into author promotion? As, with book marketing, there are many facets. An essential early step is identifying your audience and what media outlets best suit your book. Before you can promote yourself and your book, you must establish a customized and focused marketing plan. How you choose to pitch yourself will depend on your background, including your area of expertise, how well known you are and the topic of your book. No single strategy will work for every author. You hold the master key to your own success and you know yourself and your audience best. You need to develop a strategy that works best for you, as well as create specific pitching angles for every aspect of your marketing plan.

One of the most important components of author promotion is building strong, personal connections with the media. By receiving media coverage from large outlets, you can establish yourself as a leader within your industry, appeal to your audience, and generate more buzz about your book. If you’re a new author, it's best to start by targeting smaller media outlets then work your way up. Begin by sending media pitches to local news outlets, such as radio stations, newspapers, magazines and TV stations. Highlight your personal credentials and background as much as the book. Once you gain greater visibility, you can expand upward from there. Larger publications often pull stories from smaller news outlets as well.

Whether you want to take on the task of author promotion on your own is up to you. It may be in your best interest to hire a publicist who already has strong connections with the media and the tools and resources you need to be successful. Our experienced publicists have the skills and resources to effectively promote authors and their books. We have helped countless self-published and traditionally published authors receive media publicity, enhanced reputations and increased book sales. Visit us online at to learn more about our author promotion services.

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