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Saturday, October 22, 2011

Book Promotion: It Is Never Too Early or Too Late

Book Sales Getting Musty?

Note: MWSA member Carolyn Howard-Johnson celebrates the release of the second edition of the multi award-winning Frugal Book Promoter ( with this excerpt and a little rundown of what readers will find in the new edition that weren’t in the old one.

In the world of publishing as in life, persistence counts. Of course, there is no way to keep a book at the top of the charts forever, but if you keep reviving it, you might hold a classic in your hands. Or your marketing efforts for one book may propel your next one to greater heights.

I can’t tell you how often I’ve seen authors who measure their success by book sales give up on their book (and sometimes on writing) just about the time their careers are about ready to take off. I tell my students and clients to fight the it’s-too-late-urge.

Publicity is like the little waves you make when you toss pebbles into a lake. The waves travel, travel, travel and eventually come back to you. If you stop lobbing little stones, you lose momentum. It’s never too late and it’s never too early to promote. Rearrange your thinking. Marketing isn’t about a single book. It’s about building a career. And new books can build on the momentum created by an earlier book, if you keep the faith. Review the marketing ideas in this book, rearrange your schedule and priorities a bit, and keep at it.

Here are a few keep-at-it ideas.

  • Run a contest on your Web site, on Twitter, or in your newsletter. Use your books for prizes or get cross-promotion benefits by asking other authors for books; many will donate one to you in trade for the exposure. Watch the 99 Cent Stores for suitable favors to go with them. 

Hint: Any promotion you do including a contest is more powerful when you call on your friends to tell their blog visitors or Facebook pals about it.

  • Barter your books or your services for exposure on other authors’ Web sites.
  • Post your flier, brochure, or business card on bulletin boards everywhere: In grocery stores, coffee shops, Laundromats, car washes, and bookstores.
  • Offer classes in writing to your local high school, college, or library system. Publicizing them is easy and free. When appropriate, use your own book as suggested reading. The organization you are helping will pitch in by promoting your class. The network you build with them and your students is invaluable. Use this experience in your media kit to show you have teaching and presentation skills.
  • Slip automailers into each book you sell or give away for publicity. Automailers are envelopes that are pre-stamped, ready to go. Your auto mailer asks the recipient to recommend your book to someone else. Your mailer includes a brief synopsis of your book, a picture of the cover of your book, your book’s ISBN, ordering information, a couple of your most powerful blurbs, and a space for the reader to add her handwritten, personal recommendation. Make it clear in the directions that the reader should fill out the form, address the envelope, and mail it to a friend. You may offer a free gift for helping out, but don’t make getting the freebie too tough. Proof-of-purchase type schemes discourage your audience from participating.
  • Send notes to your friends and readers asking them to recommend your book to others. Or offer them a perk like free shipping, gift wrap, or small gift if they purchase your book for a friend. That’s an ideal way to use those contact lists you’ve been building.
  • While you’re working on the suggestion above, put on your thinking cap. What directories have you neglected to incorporate into your contact list? Have you joined any new groups since your book was published? Did you ask your grown children for lists of their friends? Did you include lists of old classmates?
  • Though it may be a bit more expensive than some ideas in this book, learn more about Google’s AdWords and AdSense. Learn about these opportunities on your Google account page. Many authors of niche nonfiction or fiction that can be identified with often-searched-for keywords find this advertising program effective.
  • Check out ad programs like Amazon’s Vine review service. You agree to provide a certain number of books to Amazon and pay them a fee for the service. Amazon arranges the reviews for you. It’s expensive, but it gets your book exposed to Amazon’s select cadre of reviewers who not only write reviews for your Amazon sales page but also may start (or restart!) a buzz about your book.
  • Some of your reviews (both others’ reviews of your book and reviews you’ve written about others’ books) have begun to age from disuse. Start posting them (with permission from the reviewer) on Web sites that allow you to do so. Check the guidelines for my free review service blog at
  • Connect and reconnect. Start reading blogs and newsletters you once subscribed to again. Subscribe to a new one. Join a writers’ group or organization related to the subject of your book.
  • Record a playful message about your book on your answering machine.
  • When you ship signed copies of your book, include a coupon for the purchase of another copy for a friend—signed and dedicated—or for one of your other books. Some distributors insert fliers or coupons into your books when they ship them for a fee.
  • Adjust the idea above to a cross-promotional effort with a friend who writes in the same genre as you. He puts a coupon for your book in his shipments; you do the same for him in yours.
  • Explore the opportunities for speaking on cruise ships. Many have cut back on the number of speakers they use, but your area of expertise may be perfect for one of them. I tried it, but found ship politics a drawback. Still many authors like Allyn Evans who holds top honors in Toastmasters and Erica Miner have used these venues successfully. For help with the application process from beginning to end, contact Daniel Hall at

We all know that book promotion (and life!) has changed since The Frugal Book Promoter was first published
in 2004—particularly in ways that have to do with the Web, but in other ways, too. As an
example, the publishing world in general is more open to indie publishing now than it was then. So, this new edition is
updated but it also includes lots of information on ways to promote that were not around
or were in their
infancy a few short years ago. So here is what is new:
~The Second Edition has been reorganized.
~The Second Edition is almost twice as fat—read that “twice as chock full of promotions you can use.”
~The Second Edition still includes the basics that make you into an on-your-own publicist or a great partner
for a professional publicist. That includes everything you need to know to put together the best,
most effective media releases, query letters, and media kits possible. And how to utilize what you love to do
most—write—to get the word out about what you love most—your book. If you loved the chapters

like the ones on writers’ conferences, getting reviews, book fairs or tradeshows, you’ll love the
updated ones even more.
~You’ll love the chapters on what I call the game changers. These really are game changers!
There’s information on using online bookstores to your benefit. There's information on how to make
your blog actually work for you! And how to save time with your blogging! And ideas for blog posts
—even if you write fiction or poetry!
~There is new information that answers questions like these:

§ What is Carolyn’s simplified method for making social networks actually work—without spending too much time away from my writing?
§ How can I avoid falling into some of the scam-traps for authors?
§ How can I get into one of those big tradeshows like BEA?
§ What are the best “old-fashioned” ways to promote—the ones I shouldn’t give up on entirely?
§ There is even an updated section on how you go about writing (and publishing)
an award-worthy book. And, of course, you’ll find it loaded with resources you can use—but they’re all updated.
§ How can I use the new QR codes to promote my book to mobile users? And to others?
§ What are the pitfalls of using the Web and how can I avoid them?
§ What are the backdoor methods of getting reviews—even long after my book
has been published?

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1 comment:

  1. your marketing efforts for one book may propel your next one to greater heights.
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