It’s Never Too Early: Marketing for Published and Non-published Authors

This year we are surrounded, slammed, by political news, and unfortunately, there is no end in sight. Not even on November 4, 2020.

It got me thinking about those poor books being published later this year. Will their announcements get lost in the presidential candidate bickering? Will the book tweets disappear in the mass of berating tweets from—? How will readers hear the good news? How will those books, whose purpose is to bring us joy, rise above the things bringing us down?

To find the answer, I dug out conference notes, attended new conference sessions, and read books about the publishing industry. I found the answer. Marketing. If we make ourselves known, readers will hear about us. They’ll search for us.

What if you don’t have a book coming out this year? What if you still have 900 revisions to complete?

Keep reading. It’s never too early to start your marketing plan.

Tips for Everyone at Every Stage:

Have a strong online presence. Twitter, Facebook, Instagram. Use one or more to connect with readers, educators, writers, and others in the publishing industry. Tip: make sure your online presence is genuine, polite, and appropriate for your targeted readers and gatekeepers.
Create a website. It’s never too early. Start with a bio, maybe a fan page with your favorite books and pictures with authors, links to your social media, and of course contact information. Tip: authors and editors have remembered and commented on my eclectic work history they read in my bio.
Create a Goodreads reader profile and interact with other readers. When your book is published, readers will feel connected to you because you share reading tastes.
Develop relationships with local writing and industry communities. Go to events, conferences, and independent bookstores.
Promote other writers and books. Both online (social media, blogging, and book reviews) and by attending signings, festivals, and buying their books.
Have a pitch for your work in progress ready. You never know when someone will ask about it, especially at writing conferences. Tip: need help writing a pitch? Check out our pitch writing post.

Tips for the Soon-to-be-Published and Published:

Coordinate with your publisher’s marketing and publicity departments. They will send your book out for reviews and awards from SLJ, PW, and Shelf Awareness, among others. They may also help in arranging signings and festivals and will coordinate with large and national booksellers. Tip: work with your publisher and let them know what you are planning.
Use social media to share announcements, cover reveals, and teaser pictures. Make graphics using programs such as Canva to interest readers. Reach out to bloggers about interviews and promotions. Create a pre-order campaign. Tip: Don’t inundate social media with your book. You want people to be interested, not annoyed.
Schedule a book launch, book signings, festivals, school visits. Tip: create a press kit for places you want to hold events. It should include a flyer with your book cover, date of publication, and blurb if you have. Provide an author picture and let them know the book’s target audience.
Make use of the local contacts. Talk to papers, press, and TV. Reach out to booksellers, public, and school libraries.
Plan giveaways. People love free merchandise. Use something that ties into your book’s subject such as a similar book, teacher guides, classroom activities, ARCS, and skype visits.

This is a lot of information. There are many places and ways you can get your name and book out there, however, you cannot do everything. Figure out what works for you and direct your efforts, and money if you choose, to those places.

If you have a book being published this year, please leave the information in the comments so we can help promote!