Publicity is an inexpensive and productive promotional tool used by independent publishers to generate exposure for their books. And a press release is the tool most commonly used to stimulate publicity. However, too many publishers' press releases go unheeded because the publicity copywriters make one major mistake--they write their press releases about their books and not about how the content benefits the reader

Your promotion should communicate a single message: why your content is the best means for reaching your prospects’ objectives or solving their problems. And that message should change for each target segment. Remember KISS – Keep It Straightforward and Simple  

There are too many “good enough” books published by unknown authors every year for one to stand out and become a bona fide hit without innovative marketing. The world does not care that you wrote and published a book. Make yours stand above the crowd so people take notice, and that could take years of consistent, strategic marketing – or be more creative in your marketing.

When you are on the air, charm the audience while communicating important information. And you may have to do it in three minutes, perhaps while the host is asking you questions that have nothing to do with your book. Reaching your goals under these conditions requires you to blend your understanding of the audience, knowledge of your topic, diplomacy and training to create a polished, effective performance. You can do this if you know the answers to these questions:

• ·  Given a limited time on the air, what are the major points you want to impress upon the audience? Since you will participate in shows of varying lengths, decide in advance how many points you can communicate reasonably in different time periods.

• ·  What information is important to each audience? Your presentation will change, depending upon the composition of the audience.

• ·  How can you make the transition from an irrelevant question (How is the weather where you are?) to your message without offending the host?

Books are commodity items and are difficult to differentiate physically. Separate yours by content, position, distribution, value, service or author’s credibility.   

Every March basketball fans are embroiled with Madness. Similarly, there are so many marketing “bracket choices” available to authors that they become overwhelmed and do not know where to start or how to organize and implement an effective marketing mix. Until now.

See my article “March Marketing Madness” here: https://bit.ly/3LQqPW8. Then apply bracketology to book marketing by analyzing each of the four parts of a marketing mix: Promotion, Pricing, Distribution and Product Development. These are each depicted as one document suitable for editing here: https://bit.ly/37tZx5z . Complete the brackets as you would for the NCAA Final Four and at the same time your final marketing choices will set your Final Four marketing strategies and actions for the next three months.

Book-marketing success is like working on a 5000-piece jigsaw puzzle, and you create the pieces. Your outcome is what you envision it to be, and only you can see what it is supposed to look like.

In 2009 Brian Acton’s application to work at Facebook was rejected. That same year he co-founded WHATSAPP. In 2014 Facebook bought WHATSAPP for $19 billion. What will you do the next time you are rejected?

 In special sales (non-bookstore marketing), you are marketing to people, not businesses. Creatively interpret their needs so you understand the problems they want to solve. A marketing manager may want to offer a gift with purchase. An HR manager may want to motivate employees. The membership chair at an association may want to use your ebook to thank people for joining. How can prospective buyers use your content to solve their problems?

Bigger is not always better. Your book does not have to be hundreds of pages long for you to cover your topic effectively. Similarly, your sales literature and press releases should be only long enough to describe the benefits of your content and entice prospective buyers to make a purchase. Similarly, your answers to questions during your media performances should be brief and to the point. Be concise. Make every word count.