True or False:
- The period between Thanksgiving and Christmas is a dead time for book promotion.
- Media are less responsive around the holidays, and many are on vacation.
- It’s best not to have your author publicist do any work this time of year, as efforts will be wasted and there aren't good opportunities.
The answer is a resounding “false” to all of the above. In the world of author promotion and book marketing, the holiday time gets blown out of proportion in terms of its impact.
The fact is, the world does not stop between Thanksgiving and Christmas. Newspapers and online media still have space to fill. Magazines, newsletters and special interest blogs all still write about whatever special interest they cover. Radio and TV shows still interview authors about a wide variety of topics that are not related to the holidays. Breaking news still breaks – and stories that you as an author/expert can comment on will still be happening.
So, holiday “down time” can be the prime time for book publicity, ebook marketing and social media initiatives. Here are some tips:
- Take advantage of the fact that so many authors think the holidays are a bad time for promotion, and ramp your own marketing efforts up! It’s just common sense, and in such a competitive industry such as publishing, you want to leverage anything you can to stand out from the many, many books out there. You have less competition and fewer authors vying for media attention, so go, go, go!
- Offer producers at news feature and general interest outlets a fresh alternative to holiday pitches. Let’s face it, most of us get just a bit weary of the incessant holiday-oriented programming on news feature TV and radio shows. Offer media something fresh and different to offset the over-saturation of holiday coverage.
- Give the gift of your book. In the spirit of the holidays, when you reach out to radio and TV producers, announce that you’ll give away a set number of copies of your book to callers or audience members. This can work surprisingly well!
- Target the new year. Don't wait until after the new year begins to pitch your New Year’s resolution angle related to your book. You’ll be too late for many outlets, or, you’ll be pitching when every one else is pitching. Producers and editors line up their guests and stories weeks in advance, so pitch early and often!
The bottom line: Take advantage of the holidays and give yourself the gift of quality book marketing time!