Tag: marketing

Social Media Marketing for Authors: The Survival Guide

Written by Assistant on July 26, 2025. Posted in Blog, Marketing, Publishing, Sales, Social Media. 1 Comment on Social Media Marketing for Authors: The Survival Guide

The tragic fact is: sometimes cat videos get more attention on social media than books do.

No matter how brilliant your thought leadership may be, it’s maddening to see a TikTok dance go viral while your heartfelt and expert content fizzles into the algorithm’s black hole.

I see this frustration all the time from authors.

You want to share your message and build your brand, but social media often feels like a second full-time job.

With the right strategy, it doesn’t have to.

In July’s expert panel, we tackled the burning questions authors have about social media marketing: What’s actually working now? What can you finally stop doing? Where does it make sense to invest your limited time and energy?

Here’s what our panel of seasoned marketers: Becky Robinson, Josh Schwartz, and Ken Course had to say.

The First Thing to Do? Stop Doing So Much

Let’s start with what to ditch.

All three panelists had strong opinions here and you can also watch the whole conversation on demand.

“The number one thing I see authors doing wrong is trying to make content that feels like other kinds of content, like trying to make social media feel like writing a book or filming a TV show.”
-Josh Schwartz

Instead, Josh recommended a healthy dose of immersion. Spend time with creators whose audience and brand are similar to yours. “Read the room,” as they say, and notice what’s actually working. Short, punchy video content with clear hooks, snackable captions, and a real sense of personality go a long way.

Becky Robinson echoed this theme of simplicity:

“Stop thinking you have to be on every single platform. Pick one that brings you joy, where you’ll actually show up consistently.”
-Becky Robinson

She usually recommends LinkedIn as a starting place for business nonfiction authors, but the real key is consistency. If you try to do everything, you’ll burn out and end up doing nothing.

And let’s talk about AI-generated posts. Ken Course didn’t mince words:

“Stop trying to shortcut it with AI content. Your audience can almost immediately identify it, and once they do, their trust drops.”
-Ken Course

That doesn’t mean AI is off-limits (more on that in a second).

But if you’re copy-pasting ChatGPT content into your feeds, stop doing that immediately.

Trends That Actually Matter (And What You Can Ignore)

We asked about what’s working right now on social media and the consensus was loud and clear: short-form video reigns supreme.

“Short-form video accounts for nearly 90% of all traffic being driven right now. If you’re not doing it, you’re missing out.”
-Ken Course

Now before you panic and run out to buy a ring light, take a breath.

You don’t need to be an on-camera natural. Ken shared that some of the most successful formats are interview-style videos and even reaction videos. If you’re a podcast host or have been interviewed before, you probably already have content that can be repurposed into clips.

And Josh reminded us that quality trumps quantity.

“You should post content as often as you want to. If you like posting once or twice a week, don’t feel like you need to post once or twice a day.”
-Josh Schwartz

Don’t Just “Post and Pray.” Build Real Relationships

Here’s the thing. Even when your content does well, that doesn’t always translate into book sales. So how do you turn attention into connection?

Becky offered a coffee shop analogy:

“Social media is like bumping into someone at a café. But your goal is to invite them back to your house, which is your email list.”
-Becky Robinson

Your email list remains the most reliable, algorithm-proof way to build real relationships. Every piece of content you create should include a way for people to take a next step, whether that’s a lead magnet, free resource, or an event invitation.

Ken also reminded us that social media doesn’t have to mean public posts. Thoughtful direct messages, not spammy LinkedIn pitches, can go a long way in nurturing your audience one person at a time.

Let’s Recap: 6 Things Every Author Needs to Know About Social Media

Pick one platform and master it. LinkedIn is a great default for nonfiction, but go for a platform that is a combination of where you’ll actually show up plus where your readers are.
Ditch the AI auto-posting. Use AI for planning, not copy-paste content. Summarize transcripts, generate outlines, identify themes, yes. But edit it into your own voice.
Video is king. Start with interview-style clips or repurpose past podcast episodes. You don’t need to be flashy, just real.
Don’t try to be a content machine. A few high-quality posts with strategy beat daily fluff. Think cadence over chaos.
Drive people to your email list. Use lead magnets, events, and opt-ins to create relationships that you own, not the platforms.
Paid ads can extend your reach. Start small ($1/day!) to promote content that’s already working. Facebook and Instagram are solid places to begin.

The Bottom Line: Social Media Is a Tool, Not a Requirement

One of the most refreshing reminders from this month’s panel?

You don’t have to be on social media at all, especially if it’s not aligned with your strategy, values, or bandwidth.

But if you are going to do it, make it count.

Don’t try to be everything to everyone. Speak to your audience with the same clarity and depth you bring to your book, just in itty bitty bites so they want more.

📅 Ready for more author-tested strategies like this?

Join us for our next expert panel on book editing and how it can make or break your manuscript. It’s free, practical, and packed with insights in real time. Bring your questions for our experts, we're excited to see what you bring to the table.

What most surprised you, or what do you still want to know? Ask your questions below!

About Tina Dietz:

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.

Crowdfunding vs. Sponsorship: Which Fuel Ignites Your Author Journey?

Written by Assistant on June 30, 2025. Posted in Audiobook Marketing, Blog, Creating Wealth, Marketing, Networking, Publishing, Sales, Social Media. No Comments on Crowdfunding vs. Sponsorship: Which Fuel Ignites Your Author Journey?

The world of book funding is expanding fast.

While traditional publishing still plays a role, today’s nonfiction authors are building thriving book campaigns through strategic sponsorships and well-executed crowdfunding.

For many authors, that means navigating entirely new territory.

These strategies aren’t just about raising money. They’re about building relationships, growing your platform, and validating your message before the book even hits the shelf.

That’s why our most recent Twin Flames Studios expert panel tackled this topic head-on. I was joined by Charmaine Hammond and Victoria Bennett, two industry leaders with deep experience helping authors and creators turn ideas into funded realities.

Here’s what we uncovered, and what it means for your next project.

What's the Difference Between Sponsorship and Crowdfunding?

These two strategies often get lumped together, but they couldn’t be more different in how they function and how you use them.

Sponsorship is a marketing relationship where a brand supports your project in exchange for visibility, access to your audience, or strategic alignment.
“A sponsor is contributing because they want access to your audience, or there's an aligned vision, or a synergy that exists.” – Charmaine Hammond
Crowdfunding involves asking your audience to financially support your book in exchange for early access or rewards.
“It’s so much more than the money. It’s proof of concept, a way to energize your community, and a marketing campaign all in one.” – Victoria Bennett

They’re both powerful – but the key is knowing which one supports the goals of your specific book.

When Should You Use Each One?

If you’re launching a book tour, want to secure bulk buys, or need additional support services, sponsorship can be a powerful accelerator.

Charmaine shared the story of how her Million Acts of Kindness tour landed over 40 sponsors – including hotels, telecoms, and even her dog’s food.

“The first 40 sponsors were people I knew: my hairstylist, my eye doctor. People said, ‘How can I get involved?’”

On the other hand, crowdfunding is often best when you need upfront capital to pay for publishing, design, or marketing expenses and to gauge interest from your core audience.

“Data is king, but clarity is queen,” Victoria reminded us.

Before you even think about launching, you need to know:

Why this book? Why now? Who's going to care?

Do's and Don'ts of Getting Funded

What to Do:

Start small and close.
“Begin with 25–50 people you know personally. Warm them up first and ask them to be your foundation.” – Victoria Bennett

Pitch partnership, not pity.
“Sponsorship is not charity. You’re offering value, visibility, and a meaningful relationship.” – Charmaine Hammond

Create clear, meaningful reward tiers.
“Keep crowdfunding rewards simple. 4 to 7 levels is ideal. And skip the T-shirts, they kill your margins.” – Victoria Bennett

Build real ROI for sponsors.
“Think beyond logos. Some sponsors want a warm intro more than anything else.” – Charmaine Hammond

What to Avoid:

Cold pitching.
“Build relationships first, then present a proposal. – Charmaine Hammond

Launching without prep.
“Give yourself 90 days of prep. Most failed crowdfunding campaigns skip this step and pay the price.” – Victoria Bennett

Overcomplicating your ask.
Clarity in both sponsorship and crowdfunding builds trust. Confusion kills momentum.

Turning Support Into Real Growth

Raising money is just the first step. Whether your backers are individuals or brands, what matters most is how you turn those connections into long-term support.

That means:

Having a clear next step
Making it easy for people to stay engaged
Repurposing your campaign content into long-term marketing

Victoria reminded us that clarity and planning are everything:

“Make sure it’s personal, warm everybody up. Success breeds success.”

And Charmaine summed it up beautifully:

“It’s a relationship, and it’s an opportunity to tell your story. When you build those things together, you are already in motion.”

Tools to Get You Started

If you’re ready to explore funding options, start here:

Kickstarter / Indiegogo – Crowdfunding platforms with built-in visibility
Hatchfund – Ideal for creative or mission-driven work
Canva – For creating visuals and mockups
Google Docs + Airtable – To organize outreach, reward tiers, and communication
LinkedIn – For sponsor prospecting and warm intros

Also, check out our Author Resource Directory to connect with vetted experts who can help you build your campaign and your brand.

The bottom line? Both crowdfunding and sponsorship can work – when you approach them with intention.

Know your goals. Lead with value. Build relationships that last longer than a single campaign.

And remember: your book isn’t just a product. It’s a platform. When you fund it with clarity and connection, you’re not just publishing – you’re building a movement.

Join us for the next expert panel here and catch the full replay of our Crowdfunding & Sponsorship event: https://twinflamesstudios.com/panels

What most surprised you, or what do you still want to know? Let us know your thoughts below!

About Tina Dietz:

ROI With Podcasting and Publishing

Written by Assistant on June 3, 2025. Posted in Audiobook Marketing, Blog, Marketing, Podcast, Podcasting, Publishing, Sales. No Comments on ROI With Podcasting and Publishing

What works… and how to define success on your own terms.

ROI is not one-size-fits-all, and it involves more than downloads or book sales (though those are an important piece of the puzzle).

Rather, we find it more useful to explore the dance between podcasting and publishing—and how these two platforms work together to create long-term results that last.

That’s the conversation we had during this month’s Twin Flames Studios Expert Panel, where I hosted three wonderful multi-medium experts: Traci DeForge, Michelle Fishering, and Alex Sanfilippo.

Together, we shed some light on how to combine your efforts to create flow, ease, visibility, speaking opportunities, and success that endures.

Your Podcast Will Write Your Book (When You’re Ready)

Books and podcasts complement each other perfectly.

Even worse, missing the connection between these two foundational pieces of content is a fast path to burnout and missed opportunities.

Traci DeForge laid it out clearly as a guest on a recent expert panel: your podcast should feed your book.

Each one of your episodes gives you an opportunity to test and explore key concepts for your outline and writing process
Your audience will give you feedback in real time
When your book is ready (or if it’s already available), your first chapter will become an important lead magnet

“I can see no reason to separate them and probably a million reasons to connect them.” – Traci DeForge

This kind of cross-pollination and cross-promotion is what builds real momentum with FAR less work.

Michelle Fishering echoed the value of dual-purpose platforms:

“Podcasting and books are the foundation of your relational ecosystem. It can grow exponentially when you put the two together, whether it’s the podcast feeding the book creation or the book driving people to the podcast.”

And when you’re not sure what your book should cover?

Let your interviews guide you.

“These two things go together really well when it comes to fleshing out ideas.” – Alex Sanfilippo

Looking Beyond the Downloads

Downloads, subscribers, and book sales matter. But they don’t tell the whole story.

Predicting and understanding your results comes from a variety of different sources when combining your book and podcast into a unified strategy.

Alex recommended looking at completion rates – did they finish the episode? If not, your message may not be landing.

“Ask yourself: Am I telling stories that people want to hear? Is it resonating with them?” – Alex Sanfilippo

Traci added that intimacy beats vanity:

“A very small but highly engaged audience can actually turn into more conversations in some cases than the larger audiences.”

And Michelle reminded us that success should be custom-fit:

“I cannot tell you the number of clients I've sat down with, and we've taken their end goal, and we create metrics that make sense for them.”

Whether your goal is for your book or podcast to get you speaking gigs, grow your email list, or drive partnership referrals – then those are the critical ROI numbers to watch.

How to Move the Needle (Without Turning Into a Promo Machine)

Want your content to convert?

Keep it simple.

Don’t list every offer or jam your URL into every sentence.

“You want to make sure that your URL, for example, is very clear. Don't make one that's completely different from how audiences already know you.” – Traci DeForge

Alex shared a fresh example:

“I've more recently seen some authors doing miniature quizzes to determine if the book is a good read for you. Follow that up with next steps and resources.”

When you’re feeling awkward promoting your book or services in a podcast interview, this approach keeps it audience-first and makes conversion natural.

Your Content is Always Working

Nothing you create should ever be one-and-done.

Michelle put it beautifully:

“A podcast is a conversation – essentially what a good book is as well. I want to be able to go back and consume that material in a different format, but with rigor and intensity.”

That’s the power of a well-designed podcast episode, book, or audiobook: it sticks. It invites replays and re-reads. It earns attention over time.

Our advice?

Repurpose everything.

Turn interviews into articles, chapters into reels, or transcripts into social posts.

Respect the time you’ve already invested – your audience will, too.

One Brilliant Tip for Post-Launch ROI

“Your book should be part of a three-legged strategy: hosting, guesting, and targeted podcast ads. That way, you tap into audiences that mirror the ones you’re targeting.” – Traci DeForge

When you treat your book like a media asset rather than just a product, it works a lot harder for you.

Let's Recap

To create direct ROI from your podcast and book content, here’s where to focus:

Podcast your book into existence (test ideas, get feedback, and build an audience)
Use interviews to drive action (with one clear call to action)
Track engagement (and be mindful about what drives it)
Let both platforms do the work (your book feeds your podcast, your podcast sells your book)
Repurpose everything (use what you already have and build from there)

You don’t need to do more.

You just need to stay consistent, connected, and let your content work for you.

Want in On Our Next Expert Panel?

Join our monthly series where we talk real-world publishing, visibility strategy, and the business of authorship – no fluff, just what’s working now. Reserve your spot here.

Final Thoughts

Your podcast and book aren't separate projects. They're two sides of the same strategy.

Forget chasing downloads or rankings.

Focus on what moves the needle both short and long-term:connection.

You've already created something meaningful. Let's make sure it gets the attention it deserves.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

About Tina Dietz:

Book Bestseller Status is Broken

Written by Tina Dietz on May 6, 2025. Posted in Audiobook Marketing, Blog, Marketing, Publishing. No Comments on Book Bestseller Status is Broken

Here's what authors should focus on instead.

You launched the book. You got the badge. You celebrated.
Then… nothing happened.

In 2025, “bestseller” doesn’t mean what it used to—and for most authors using their book to build a brand or business, chasing that badge might be the wrong goal entirely.

That’s the conversation we had during this month’s Twin Flames Studios Expert Panel, where I hosted three brilliant voices in modern publishing: Jenn T. Grace, Melanie Herschorn, and Robbie Samuels.

What we uncovered was part myth-busting, part strategy reset—and 100% necessary if you want your book to keep working for you after launch day.

The Bestseller Badge: Still Useful? Or Past its Prime?

Let’s get real: authors still want that badge. It feels good. It looks impressive. But the real question is—what does it actually do?

“It’s a confidence boost, not a marketing plan.”
— Melanie Herschorn

Getting the title of “bestselling author” can create credibility, especially with audiences who don’t know how the sausage is made. But as Jenn T. Grace reminded us:

“The average person doesn't know an author. So, when they meet one, and that person is a bestseller, they don’t know how it came to be.”
— Jenn T. Grace

There’s no shame in leveraging the title—but it shouldn’t be the only strategy you rely on.

“Bestsellers should be the byproduct of a strategically done launch.”
— Robbie Samuels

What Authors Should Focus on Instead

If you’re a coach, consultant, or expert using a book to grow your platform, our panel agreed on this: you need a strategy that creates long-term visibility—not just a short-term spike.

1. Build Your Email List

Your email list is your most powerful tool—and the only platform you truly own.

“You have full control over your mailing lists. They're safe, trackable, and you can do all kinds of sophisticated things with them down the road.”
— Jenn T. Grace

Jenn shared how she built a two-year nurture sequence for readers who download book bonuses—proving that list growth is a long game, not just a launch-week task.

2. Prioritize Reviews Over Rankings

Amazon’s bestseller ribbon can vanish within hours. But verified reviews stay, build trust, and drive sales.

“Reviews are social proof that stick. They influence buyers, podcasters, and event organizers.”
— Robbie Samuels

Focus on activating your audience to leave honest, verified reviews—especially during your soft launch or relaunch window.

3. Think Like a Platform, Not a Campaign

Your book isn’t a one-time event. It’s part of a larger visibility ecosystem.

“If you don’t have a marketing plan that already works, your book is like a rocket ship taking off and falling into the ocean.”
— Melanie Herschorn

Create momentum that goes beyond the launch—opt-ins, evergreen content, speaking outreach, even second-edition or audiobook relaunches.

Where Bestseller Still Belongs

Bestseller status isn’t useless. But it should be one part of a bigger visibility strategy, not the whole goal.

“You can hit number one in some obscure category at 2am, but that doesn’t mean your book will do anything for your business.”
— Robbie Samuels

Use it as a credibility tool—but only when it's supported by real outcomes like engagement, email list growth, or speaking leads.

Use Awards as an Authority Multiplier

If you want recognition that cuts through the noise, strategic awards may have more impact than a fleeting badge.

“If four of us wrote the same book, and one of us had ‘award-winning’ on the cover… that’s the one that would stand out.”
— Jenn T. Grace

Choose awards judged by real people. Look at past winners. Submit strategically—and use any recognition as a long-term brand asset.

Your Book Still Has a Job to Do

One of my favorite moments in the conversation was this:

“Your book doesn’t fall off a cliff. As long as it’s an evergreen topic, you can keep marketing it—even if it was written three years ago.”
— Melanie Herschorn

We see this all the time with our clients at Twin Flames Studios—especially those launching audiobooks years after their initial print release. With the right strategy, older books often perform better the second time around.

Let's Recap: What Actually Works in 2025

If you’re serious about using your book to grow your business, here’s where to focus:

Email list growth (and an automation plan behind it)
Verified reviews (collected during a soft launch or relaunch)
Speaking engagements (with a clear positioning and pitch)
Awards and recognition (strategically chosen and submitted)
Audiobook relaunches (as a second chance to make a first impression)

You don’t need to be perfect. You just need a real plan that keeps working long after your book goes live.

Want in On Our Next Expert Panel?

Join our monthly series where we talk real-world publishing, visibility strategy, and the business of authorship—no fluff, just what’s working now. Reserve your spot here.

Final Thoughts

Your book is more than content. It’s a catalyst.

Whether you’re launching your first or relaunching your fifth, don’t just chase bestseller status.
Build a system that turns your book into long-term visibility, relationships, and results.

Your message matters. Let’s make sure people hear it.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

About Tina Dietz:

How AI is Changing the Publishing Industry

Written by Tina Dietz on April 1, 2025. Posted in Audiobook Marketing, Blog, Leadership, Marketing, Personal Development, Productivity, Publishing. No Comments on How AI is Changing the Publishing Industry

The robots are coming…

And the publishing industry is welcoming them.

With its dramatic development over the past two years, artificial intelligence (AI) is reshaping everything from writing and editing to marketing and intellectual property rights.

As authors and experts, you are the ones who will decide whether AI is a replacement to be feared or a tool to be mastered.

One thing is for sure though: AI is not a far-off fantasy.

That’s why I recently hosted some of the leading experts with experience in both authoring and publishing technologies: Thad Mcllroy, Elizabeth Ann West, and Jason Hamilton to discuss AI’s role in publishing and how you should navigate this important industry transformation.

The Current Landscape: Where Are We With AI in Publishing?

Is AI a disruptive innovation or a passing fad?

As Thad McIlroy, publishing analyst and author of The AI Revolution in Book Publishing, put it: “They're still asleep at the wheel, and the car is moving very rapidly down the freeway.”

While some major publishers remain skeptical, independent authors and small presses are already leveraging AI to increase productivity and expand creative possibilities.

For example, our live poll during the live panel showed an even split between attendees actively using AI and those still exploring.

The Big Five Ways AI Is Disrupting the Publishing Industry

Writing and Creative Process

Elizabeth Ann West, bestselling author and founder of Future Fiction Academy, emphasized that “AI's biggest threat is not to publishers—but to authors who ignore it.”

“Society needs authors using AI, not publishers,” she said. “With the right fine-tuning and prompting, AI can now generate publishable fiction that “makes you laugh, makes you cry.”

Jason Hamilton, author and founder of The Nerdy Novelist, encouraged creators to think bigger: “This isn’t about how to publish more books. Everybody can do that now. It’s about how we can do things that were never possible before.”

Editing and Productivity

If you need a burden lifted off your shoulders, AI is a useful tool to decrease stress and enhance workflow.

By using fine-tuning, you can draft entire scenes or chapters, suggest structural edits, or mimic your own writing style with surprising accuracy.

Marketing and Book Descriptions

If marketing seems like the bane of your existence, you’re not alone.

AI is changing that.

Hamilton shared his method for generating high-quality book descriptions: “Find a top indie in your genre, break down their blurb sentence-by-sentence with AI, then build a template. Feed in your synopsis, and you're already in the top 10%.”

Legal & Ethical Considerations

There’s still a lot of confusion and concern about copyright. However, it’s helpful to note that risks are more about misinformation than infringement.

West broke it down: “You can't copyright AI-generated words—but you can copyright the selection and arrangement.”

Think of it like fanfiction, where the author’s original additions are protected.

Thad McIlroy added, “The Copyright Office is misinterpreting the technology. What they're declaring is not realistic in this particular age of AI generation.”

Industry Dynamics and Market Saturation

AI is resulting in thousands of new books being published, but is the quality there yet?

AI is only as valuable as the person controlling it. Authors with a distinctive voice, a personal brand, and a strategy will prevail over the “AI slop” every time.

And if you’re a fan of niche genres, you’re in luck! If new technologies halve a book’s creation time, serving a smaller audience will be worth the hassle.

What Most Authors Miss

AI shouldn’t be treated like a magic button.

Don’t fall into that trap.

Instead, West emphasizes integrity and diligence: “You want a tool that gives you control, not one that does it for you.”

How to Start Using AI (the Smart Way)

Identify your biggest pain point (book descriptions, editing, plotting)
Use AI as a creative partner, not a replacement
Start with free resources like:

And above all: practice. The future of publishing is powered by AI.

Success won't come from blind adoption or rejection. It will come from authors who are willing to learn, adapt, and keep their creative integrity front and center.

I can’t wait to see what you create next!

What most surprised you, or what do you still want to know? Let us know your thoughts below!

About Tina Dietz:

The Key to Getting Publicity and PR With Your Book in 2025

Written by Assistant on March 4, 2025. Posted in Audiobook Marketing, Blog, Leadership, Marketing, Personal Development, Productivity, Publishing. No Comments on The Key to Getting Publicity and PR With Your Book in 2025

Publicity is still as valuable as ever!

Image of three hands holding three multicolored microphones.

Publicity is always adapting…

While the publishing industry has undergone a period of rapid transformation, publicity as an industry may be changing even faster.

For authors and experts like you, publicity is still an essential tool to grow your audience, establish credibility, and, yes, sell books. But gone are the days of simply getting meaningful PR by sending out a press release and hoping for the best.

The most effective strategies now focus on reaching the right audience, not the largest one.

Your approach must focus on specific markets and opportunities, delivering the right message during those opportunities, and creating long-term relationships.

This is why I recently hosted some of the leading experts with experience in both the publishing and publicity industries: Mary O’Donohue, Jess Todtfeld, and Marissa Eigenbrood to share insights on what works, what doesn’t, and how to turn media attention into real results. Our own CMO, Ken Course, also chimed in with some timely insights.

What's Changed and What Hasn't

Traditional media has avoided a complete fall from grace but is nowhere near its gold standard status of years past.

The reason? With the rise of algorithms and increasingly short attention spans, niche media opportunities have become the most influential source of PR.

This means podcasts, targeted articles, and industry blogs are more likely to attract the right people who will support your work long after a fleeting TV appearance.

That’s not to say traditional media has no value, but effective publicity today requires a more diverse strategy. Developing multiple media touchpoints will get you to results faster.

Where Should You Focus Your PR Efforts?

Many authors and experts dream of the “home run” scenario.

While big media opportunities are impressive to have on your website or resume, they don’t always generate book sales.

Mass market, or “chasing the big crowd,” often misses your most engaged audience.

Jess Todtfeld notes that while high-profile appearances look impressive, “The right podcast audience is more likely to buy your book.”

Mary O’Donohue emphasizes the importance of clarity: “Know your goals—visibility and book sales are not always the same thing.”

Marissa Eigenbrood advises balancing different types of opportunities. “Brand-building media and audience-building media should work together,” she says.

Strategic, targeted publicity will award you the long-term results you need.

Do's and Don'ts of Media Interviews

What to Do:

Deliver value and don’t overdo the sales pitch. “Media interviews are a marketing asset someone else pays to create. If you treat it like an infomercial, you’ll lose the audience.” – Mary O’Donohue
Have a “real” conversation. “TV and radio hosts want a conversation, not a monologue. Be personable and responsive.” – Marissa Eigenbrood
Prepare strong answers to questions and reinforce them with a strong takeaway. “When an interviewer asks about your book, don’t say, ‘That’s in chapter five.’ Instead, give them a strong takeaway that makes them want to know more.” – Jess Todtfeld
Don’t forget your call to action, but make sure to give answers with substance. “Your appearances should always direct people to your website where they can sign up for something valuable or to take the next step with you.” – Ken Course

What to Avoid:

Being overly promotional. “Your job isn’t to sell; it’s to showcase your expertise and give value. The audience will buy your book if they trust and connect with you.” – Mary O’Donohue
Relying on “one big interview.” “Media exposure is about frequency. Keep showing up in different outlets to build recognition and credibility.” – Jess Todtfeld
Don’t forget to repurpose your media. “After an interview, share it everywhere. Leverage your appearance for months by repurposing clips, quotes, and key moments.” – Marissa Eigenbrood

Remember, the goal for every appearance is connection, not promotion.

Turning Your Publicity into Actual Book Sales

In the end, you want your media to convert into actual results.

This means going from attention to action.

Marissa Eigenbrood emphasizes, “Media exposure builds awareness, but consumers need multiple interactions before making a purchase.”

How to Make Your Publicity Convert:

Always have a way to capture leads. “Rather than sending readers to Amazon, direct them to your website where they can engage with your brand and access exclusive content.” – Ken Course
Have a variety of valuable offers. “Create incentives like downloadable guides, private Q&A sessions, or limited-time discounts to turn interest into sales.” – Jess Todtfeld
Leverage each appearance for weeks or months afterward. “One interview can be turned into multiple marketing assets—blog posts, social media snippets, email content. Maximize every piece of media exposure.” – Mary O’Donohue

When your calls to action are clear and easy, it makes a big difference.

For example, one of our recent authors saw their book ranking jump from #650,000 to #97 on Amazon overnight after an online article linked directly to their book page.

The Tools You Need for Successful PR

Check out these amazing resources our panel shared to streamline your outreach and stay organized:

ListenNotes (free/paid) – A searchable podcast database to find relevant shows.
MuckRack – A tool for researching journalists, tracking their coverage, and finding media contacts.
RecurPost – A scheduling tool for automating social media posts and maintaining a consistent online presence.
Cision (higher cost) – A comprehensive PR database for advanced media outreach and journalist connections.
PodMatch – A platform for podcast hosts and guests to connect and schedule interviews.

And of course, be sure to check out our Twin Flames Studios Author Resource Directory to find credible, experienced PR help.

This includes contact information from our panelists!

The key to success is having a diverse and refined approach.

This results in better media coverage, bigger results, and ensures that every appearance works harder for your book, your brand, and your audience.

I can’t wait to hear how you put these tips into practice!

What most surprised you, or what do you still want to know? Let us know your thoughts below!

About Tina Dietz:

5 Mistakes That Cost Authors Book Publicity

Written by Assistant on August 6, 2024. Posted in Blog, Marketing, Sales. No Comments on 5 Mistakes That Cost Authors Book Publicity

By Mary O'Donohue, Media Coach for Women Nonfiction Authors

Why are so many authors struggling with getting the publicity they deserve?

I recently spoke to a nonfiction author who had a compelling topic, but she was very frustrated that she wasn’t getting any book publicity. Once we chatted and I had looked her up online, I quickly found the 5 reasons she wasn’t getting booked.

And I wasn’t surprised, because I see these same media marketing mistakes quite often. The sad thing is, they’re costing authors valuable national publicity.

I don’t want that to happen to you, so I’m sharing these common marketing mistakes – and how you can avoid them. Knowing these strategies will boost your chances of getting valuable publicity and doing media interviews that move the needle on book sales.

Mistake #1: Your bio reads like a resume.

Challenge: Surprised that your bio is costing you book publicity? It’s true! A resume-style bio is effective for HR folks, but it doesn’t speak to producers, columnists, and journalists who aren’t looking to hire you! So, listing out the 7 book awards you’ve won is impressive, but “award-winning author” says it better and faster. Media folks want an expert who knows how to convey their expertise succinctly and strategically.

Plus, a TV interview for example, often only runs about 5 minutes long, so if the host is stating your bio and it’s filled with lots of details about your work history, accomplishments, and awards, that will simply take up too much time. Ideally, for a short TV or radio interview, your Media Bio should be no more than 15 seconds when read aloud. If it’s longer than that, the person interviewing you usually won’t read the entire thing out loud. Instead, it will get edited, which is not ideal because it makes more work for them (not good) and they’re likely to take out key details that you’d rather keep in (not strategic.)

Solution: When your bio is media-savvy it becomes your brand ambassador, attracting the media rather than overwhelming them. So, your Media Bio should include the key elements like your name, title of your book, your unique expertise, and who exactly your reader is. It should clearly convey to the media and their audience that you’re the right person to be interviewed on this specific topic.

Action Step: Use this fictional example as inspiration to write your own Media Bio.

Kayla Suchandsuch is the author of the new book, Traveling With Toddlers: From Diapers to Denmark. Her year long experience globetrotting with her husband and 3-year-old twin daughters has transformed her into the go-to expert for adventurers who don’t want to give up traveling after becoming parents.

Mistake #2: You’re targeting an audience in media that is too broad.

Challenge: When you try to appeal to an audience that’s as wide as possible, you water down your appeal to the media. Think about it, when was the last time you listened to a podcast episode or radio program that appealed to everyone? It’s just not that common these days. That’s because we as individuals are interested in specific niches like book marketing podcasts, or radio shows about raising teenagers, or magazines specifically about pickleball (which totally exists, by the way.) You search out content based on your specific needs and interests, and your audience does the same thing.

Solution: Think about the specific audience who benefits from your book. If you want to get more readers and you focus on media outlets with as broad an audience as possible (or a completely different audience because you want to get your message out to the masses) you’re just going to confuse and alienate the people who need your wisdom, insights, and guidance.

But when you confidently target your book publicity to your true audience, it’s strategic and much more likely to move the needle on book sales. So, it’s worth your own time and effort, plus it benefits both the media outlet and their audience. That’s a win-win-win!

Action Step: After reading this entire article, take 5 minutes to do an internet search on your subject matter using this formula: your key words + “article” or your key words + “TV interviews,” etc… and you’ll quickly uncover the media outlets that are already serving your target audience. Make a list of these magazines, columnists, podcasts, etc… because they’re already interested in your subject matter.

Mistake #3: Your messaging lacks clarity.

Challenge: When I ask an author to tell me what her message is and she starts to explain, I know she’ll have a hard time getting book publicity. Why? Well, do you remember the old marketing adage, “A confused mind never buys?” My version is, “A confused producer never books.” If a media person doesn’t understand what you do or whom you serve, how can they know if you’d be a good fit for their audience?

Solution: These days our attention is spread really thin with so many messages coming at us in social media, ads, and about a gazillion websites. So, it’s more essential than ever to have a clear and concise core message that conveys your value to the media and potential readers. They need to know exactly:

What you do
Whom you do it for
The problem you solve
Your specific solution

When you do this effectively, you become memorable and much more bookable. For example, years ago I met a woman at a networking event whose message was so clear I still remember it. She said her company sold reversable infant clothing – pink on one side, blue on the other – for parents who didn’t want to know the gender of their child in advance. I wasn’t a media coach back then, but I told her that her message was “high concept” which meant a media person could immediately picture her product which helped make it extremely bookable. Producers love clarity. And that clarity helped her products to
be featured on The Today Show 3 weeks later. Clarity is a powerful asset!

Action Step: Use this example of a clear and concise core message as a jumping off point for writing yours. Let’s say an author is an expert on solving sleep issues in toddlers. Her core message could be:

I provide effective bedtime routines for toddlers so they – and their sleepy parents – can get consistent sleep every night.

Mistake #4: You’re pitching from a point of need.

Challenge: When I worked for The Oprah Winfrey Show, I often received pitches from authors and experts. I was a post producer, so not only were those pitches sent to the wrong person because I worked on shows that were already taped, but the emails almost always started with a variation of these 7 words: “I was hoping you could help me.”

I call that “The 7 Word Pitch That Costs You Publicity” because when I received those emails, I always deleted them after reading just those 7 words. Why? Because media folks are not in the business of helping random strangers get publicity. Sorry. I know that was harsh. But as someone who has worked in high profile television for more than 30 years, I want you to know the truth so it will help you avoid the pitfalls that ruin your chances of getting coveted national media interviews. (Plus, to be fair, we often work 16- hour days and we eat lunch at our desks, if we’re lucky enough to have time. Or desks. So, random strangers asking for help are not our priority.)

The truth is, people who work in media like producers, columnists, and journalists are in the business of serving a specific audience. When you help us do that, you make yourself more bookable. But when you ask for help, you immediately convey that you think you have nothing to offer that media outlet. So, your pitch gets deleted, and you never hear back.

Solution: The truth is nonfiction authors like you are highly bookable media guests who can – and do – get publicity because of the value you bring to the audience of national media outlets. Producers are busy, so they’re looking for experts like you who can make their jobs easier. Experts who pitch with confidence and relevant content have a massive advantage when getting booked!

So, embrace your specific expertise. Own it. Know that you have something unique and important to bring to media audiences. Pitch from a position of service rather than promoting your book. The nonfiction authors I work with get book sales because they bring value to the listeners, viewers, and readers of a particular media outlet.

Action Step: Your specific topics are hidden in plain sight in your own content! Look through your manuscript or published book for 5 potential interview topics that would be of service to your audience in the media they consume. Start with chapter names if you have them. Write them down. That’s your starting point for pitching with purpose!

Mistake #5: You want national publicity, but you don’t have proof of “media viability.”

Challenge: You have your eye on a Good Morning America appearance. You know you can bring value to their audience of millions, and your topic has national relevance, but you’ve been pitching for months and you’re just hearing crickets.

I know one big reason why. Let’s take a peek behind-the-scenes of a national morning show. I used to work on The Today Show in Washington D.C. and just about every day we had live guests appearing on the show from our studios. So, I know first-hand that a national producer will be hesitant to book you if there is no proof that you’ve done local television interviews, or in a pinch, some kind of on-camera appearance. (FYI, even if you have experience giving prepared speeches, that’s not necessarily proof to a producer that you can do live TV.)

A TV newsroom is a hierarchy. A producer who books an inexperienced guest who freezes on live TV is a producer who may be looking for a new job. That’s how consequential your interview may be for their career. If you demonstrate that you can convey your message with confidence and can handle unexpected questions with ease in local TV interviews, bringing that level of skill to a national interview may just help the producer who booked you get a promotion. I’ve spent decades in control rooms and have seen careers change after a single interview.

So, when you pitch a national producer but don’t have the experience to back it up, your chances of being booked go down. Do producers take risks when the guest is THE expert on the topic, and they need to confirm the booking ASAP? Yes. Do they get burned for that decision if the guest doesn’t deliver? Absolutely.

Solution: If your aspirations are national, start local. Get experience. Use the tips in this article to get clarity on who you are, your core message, and to get ideas for what to pitch.

Action Step: If you want to be on a national talk show, start watching local or regional talk shows in your area. Chances are they’re recorded and edited so that producer will be less concerned if you haven’t done live TV appearances because a post producer like me will work with editors to refine and streamline your interview. If your goal is to get on a national morning show, those shows are in the news divisions of their networks, so focus on watching your local news.

So often, nonfiction authors are only focused on getting publicity. But the preparation you do in advance of your media appearances will make all the difference in how effective and successful your media marketing will be. Taking the time to create a media marketing strategy with intention will set you up for publicity that helps you sell books, grow your audience, and make the kind of impact only you can make.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About Mary O'Donohue

Mary O’Donohue is a media coach for women nonfiction authors, #1 bestselling parenting author, and former post producer for The Oprah Winfrey Show. She has worked in high profile TV for decades, including years on The Today Show and NBC Nightly News. Mary’s mission is to teach women nonfiction authors how to get national publicity and confidently do media interviews that sell books, grow their impact, and change the world. Her unique coaching framework, The Media I.M.P.A.C.T. Method™ has consistently led to author success in national Media with her clients
reaching audiences of more than a billion. So far.
She can be reached through her website maryodonohue.com or by email at mary@maryodonohue.com

How to Improve Your Corporate Book Sales and Sponsorships

Written by Assistant on July 5, 2023. Posted in Blog, Marketing, Sales. No Comments on How to Improve Your Corporate Book Sales and Sponsorships

By Charmaine Hammond, CEO/Founder of Raise a Dream

Selling books in bulk through securing corporate sales and sponsorship is the goal of many authors, but the HOW (to do this) gets in the way. When authors understand the sponsorship process, how to position corporate book sales with buyers, and how to step into action, the results (and book sales) can be off the charts!

Corporate book sales and sponsorship can provide powerful and effective opportunities that help authors sell more books. These sales also assist authors in making a bigger impact with their message and reaching more people.

In reality though, authors put so much time, energy, passion, and resources into writing their book that, often, they’re not ready for the next phase of hard work, which is the marketing and selling of the book. As an 11x best-selling author, I know first-hand how much effort goes into bringing a book to life and keeping sales alive on a regular basis. Your writing will reach more readers when you treat your book like a business. With that in mind, your book needs a business plan to ensure its ongoing success.

When you think about your book as a business, you will find you are more creative and more focused in your marketing and sales strategies. Part of this same shift in thinking involves considering corporate sales, bulk buys, and sponsorship. Let’s dive into this a little deeper.

Bulk Book Sales with BOGOs

What does it mean to sell books in bulk? Bulk sales can be a bundled set of books (e.g., if you have more than one published title or selling anywhere from 5 – 500 quantities of the same book).

You can dip your toe in the “bulk” pool by using our Raise a Dream BOGO (Buy One, GIFT One) method where you encourage attendees at book signing events to purchase two books (you do not have to discount the price). The purchaser takes one purchased copy of the book home to read while the second purchased copy is donated by them to a charity that you have preselected.

Having a basket to put those donated books in is a powerful visual. It is great to have a charity representative onsite / present at the book signing to accept the donated books. This strategy provides an effective way to “start small” selling books in bulk. From our experience, implementing this strategy increased our book sales by at least 80% at live events.

A quick note of advice: Always discuss the arrangements with the bookstore first. Most stores are more than fine with the strategy as they see the potential to sell more books (without discounting the price), while also doing good for the community.

Now let’s turn the page to look at selling by the box, increasing the number of books in a sale.

Selling Books by the Box

Taking bulk sales of books to a higher level, consider how you can sell books by the box. In selling by the box, one strategy is to identify what schools, charities, groups, and organizations would benefit from having copies of your book for their staff, clients, or events. Who is a fit for your book?

Here are some ideas on how to sell books by the box:

Partner with service clubs (such as Rotary, Lions, or Optimist Clubs) to purchase a box of books to donate to:
- a) local libraries,
- b) local organizations,
- or c) to hand out at their service club events.
Approach past clients to purchase a box of books to provide to their staff or their own clients as gifts. You can also encourage them to buy books that could be donated to the charities that they support.
Approach businesses you deal with to purchase a box of books to sell at their location. The owners can either keep the money or donate it to their favorite charity.
- Note: My first attempt at this was with my hairstylist and clothing store I shop at. One box of books led to more and more throughout the year. Then my optometrist purchased a box of books (a book for children) to hand out to his clients who were parents with young children.

Be creative. Ask trusted colleagues and friends for their ideas.

Corporate Book Sales

Would your book be appropriate for attendees at a conference you are attending, exhibiting at, or speaking at?

If yes, what about approaching potential sponsors (who have an interest in the audience that is attending the event) to sponsor books for everyone in the audience or for the first 25 or 50 people who register or show up at the event?

Take Action

The key to selling books in bulk is to first be creative and think outside the box and beyond the bookstore, then:

Create a strategy.
Identify those businesses (and individuals) that you will be approaching.
Step into action.
Repeat the processes that are successful all year long.

Corporate sales and bulk sales are one of the best ways to make a bigger impact with your message and book (and create more sales in the process). If you’d like to learn how to sell more books without leaving home, discover how to create a sharing circle that spreads your marketing messages, and receive tips for marketing your book on social media in a way that gets traction, register for this complimentary video, 5 Ways to Sell More Books in the Next 90 Days.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About Charmaine Hammond

Charmaine Hammond, CSP, has been in the business of changing lives and raising dreams for more than 25 years through teaching the principles of collaboration, partnership, and sponsorship. As a Certified Speaking Professional and best-selling author, Charmaine shares her unmatched speaking, sponsorship, and entrepreneurial experiences with business owners, nonprofits, authors, and speakers looking to expand the funding and reach of their projects. She is also the Founder and CEO of Raise a Dream, which provides the training and support needed for you to take your idea from big vision to global brand.

How to Grow an Aligned Audience as a Thought Leader

Written by Assistant on April 4, 2023. Posted in Blog, Business Development, Marketing, Sales, Vocal Leadership, Voice. No Comments on How to Grow an Aligned Audience as a Thought Leader

By M. Shannon Hernandez, CEO/Founder of Joyful Business Revolution

Colorful hands raised on a pink background

If you're like most thought leaders, you've spent time developing a course or program that you were beyond excited to share with the world. It checked all the boxes:

It answered every question your ideal client might have.
It solved a frustration or pain point your ideal client shared with you.
It aligned with your brand's core mission and values.

And you were SURE it would sell out in minutes.

…but when you announced your shiny new program or product…instead of sales, you heard the sound of crickets. OUCH. We have ALL been there.

Now, part of owning a business is taking risks. And while you can't eliminate every chance of disappointment that comes with running your business, you can lessen the risk of selling a whopping zero programs or products with a very simple (yet often ignored) tactic: testing your messaging.

Instead of spending too much time thinking about creating a new offer or program…

Or spending months (or years) developing an entire suite of programs and offers…

…today, we are excited to share our tried-and-true method that will allow you to assess whether your idea is perceived as genuinely transformative to your audience – instead of just assuming that it will be.

Growing an aligned audience excited to learn from you requires cultivating a community eager to receive your wisdom, support, and guidance.

If you want to cultivate an aligned audience of humans who are excited about you and your business, you need to take a hard look at three key things:

Your niche
Your voice
The Invitation

Once you master those three things, you'll find that selling your programs and products becomes more straightforward and practically effortless.

Know Your Niche

It's not enough to assume that you're “niched down” – you've got to go deep here because surface-level “knowing” is no longer enough.

While you can narrow your niche in many ways, you want to focus on the ways that will result in them being able to say, “OH, THAT IS ME,” followed by, “I BELONG HERE.”

And, no, targeting people based on their Netflix obsession or their passion for crocheting isn't going to work. You'll waste precious time focusing on these things.

Instead, please focus on the actions they would be taking before working with you.

Use Your Voice

Please note that this does not refer to your volume–and this is where using your Content Personality® makes a massive difference in the energy of how your message is received.

Person on stage in front of a large crowd with colorful lights

The internet is a loud place – and that's before we even take a peek at social media.

When we talk about using your voice, we're talking about communicating your mission-driven message using your Content Personality® so that your narrowed niche can hear you, get excited, and get on board with your solutions, values, and more.

That is how aligned community growth happens!

Invite Them to Join Your Community

You may have already discovered this, but it's not enough to “post and pray,” hoping your aligned audience will find you as if by magic.

Instead of just hoping, be tactical with your messaging – invite your audience to share your vision for a changed world. This type of “leaning in” allows others to see you as human and amplifies the need to spread your message.

Suppose you're determined to create a lasting impact on your business and spread your mission. In that case, you'll need to become highly committed to being visible (using your Content Personality®), so your aligned audience can get to know you and cultivate a relationship with you.

Growing an aligned audience is possible, but it takes time, dedication, and courage!

When you share your mission and services with your audience in a way that is genuinely aligned with all the parts that make you UNIQUE, you'll earn their trust and create invaluable relationships (which will make offering your fantastic, ground-breaking, life-changing programs and products much easier).

The thing about growing an engaged, aligned audience is that everyone you're connected to absorbs and processes your messaging at their own pace.

This naturally means that some of your audience isn't ready to buy…yet. As a business owner, it's important to realize (and accept) that if someone doesn't invest with you today, that does not mean they won't be ready to invest with you later (maybe tomorrow or next week!).

Don't assume that someone not clicking the “buy” button means they don't want to work with you – they may need to grow your relationship first.

But wouldn't it be nice to know if, next time, introducing your brilliant idea makes sense for where the majority of your audience is right now?

(Yes, yes, it would.)

Take Action

If you're ready to make an impact and share your vision for change, take some time to review those three key things that can make or break your next offer.

Ask yourself:

Your Niche: Am I niched down enough? Is the audience I'm speaking to engaging and interacting with me?
Your Voice: Am I communicating effectively so that the people who read or listen to or watch my messaging understand my point of view, values, and mission?
The Invitation: Have you given the humans who follow your content time to get to know you and grow into a trusting relationship that will naturally lead to them investing in your program or product?

If you don't score perfectly across the board, that's normal (and expected). Review some of your more popular posts, videos, or emails and note how you highlighted your niche, used your voice, and invited your audience to take action.

If you don't have any posts that seem popular, take a broad overview of your messaging and identify areas where you need to improve for clarity and understanding. A great place to start is by learning your natural Content Personality®, and lucky for you, we've created a simple, 3-minute (seriously) quiz to help you understand precisely what your Content Personality® is and how to best utilize your natural talents in your messaging.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About M. Shannon Hernandez

M. Shannon Hernandez is ALL ABOUT THAT JOY in life and biz. She is specifically known around the globe for The Content Personality® Wheel and is the Founder of Joyful Business Revolution™, a business growth strategy and consultancy company that works with coaches, consultants, and service-based business owners. Shannon and her team specialize in organic mission-driven marketing and creative campaigns that help their clients grow aligned audiences and deepen community relationships, so they grow their business for GOOD, resulting in more joy, more time-off, and more profits with purpose.

What Authors Should Know Before Hiring a PR Firm

Written by Assistant on March 7, 2023. Posted in Blog, Marketing, Sales. No Comments on What Authors Should Know Before Hiring a PR Firm

By Jennifer Tucker, Marketing Manager at Smith Publicity

Reporters holding cameras and microphones in every direction

You’ve worked incredibly hard on your book, and you’re finally ready to get it out into the world for others to learn from, appreciate, and enjoy. One of the first decisions you’ll have to make is about how to do that. If you choose to work with a book marketing firm (which, of course, we highly suggest), there are several things you should consider before hiring one.

Book marketing campaigns often move at a fast and furious pace, so preparing your platform, materials, schedule, and expectations prior to kicking off your campaign will ensure that you are ready to hit the ground running from day one. While finding the right team can feel like an overwhelming process, taking the time to do so will set you up for maximum book marketing success. Here are some things to know before hiring your PR firm:

Prep your platform

Before bringing a book marketing agency on board, you’ll want to make sure you have a solid foundation for your author platform. What exactly is an author platform and why is it important? Your author platform consists of the various places you “house” your author information and get yourself out there, and having an active and cohesive platform ultimately helps to build your brand. Now, you can make the most of your time once your campaign begins.

Though your publicist can help guide you on how to grow the various pieces of your author platform as part of your book marketing campaign, having most of the pieces in place in advance will benefit you greatly. You’ll want to be sure you have a professional website with information about your book that includes clear instructions on where and how to purchase, an “about” page for you as the author, a page for media coverage, and a page for contacting you. If you’re working with a publicist, you can put their contact information for the duration of your campaign. Make sure your social media pages are linked, as well.

Speaking of social media pages, they certainly constitute an important part of your author platform. Though it’s not necessary to be active on every social media platform, having at least one or two pages that are updated frequently and consistently adds legitimacy to your brand, facilitates connection with potential readers on a more personal level, and simply helps you get the word out about your book. Having these pages up and running before your book marketing campaign begins will give you an advantage for two major reasons. Once pitching begins, the media may search you to see what kind of online presence you already have established. Also, you will be able to share any media coverage you receive on your social media pages which will amplify the number of eyes on your project.

Communicate your schedule and availability

Clipart-style calendar with clock next to it

Simply put, the most collaborative book marketing campaigns are the most successful. Your PR team knows you have a life outside your book; however, if you’re committing to marketing your book, you will get the best results if you can dedicate proper time to media opportunities as they arise. For instance, you may receive a request to write a guest article, an invitation to appear on a podcast, or be tapped (often last minute, due to the nature of the media) to offer expert commentary. If you’ve anticipated the possibility of these extra projects and made room in your schedule for them, you’ll be able to get the very most out of your campaign.

Before your book publicity campaign begins, make sure you’ve assessed your schedule for the time the campaign will be taking place and have communicated any “black out dates,” or dates you absolutely won’t be available for interviews and/or other opportunities to your publicist. It’s also helpful to communicate openly with your team, family, and friends so they are aware that, during the time of your campaign, your schedule may look different as you are in the midst of a publicity push for your book.

Get clear on your goals

People standing next to life-size cartoon-style trophy, bullseye, and notebook of goals

A good book marketing firm will ask you what your goals for your campaign are before you sign on. This may seem like an obvious question and an even more obvious answer; however, there are many different goals an author can have for their campaign. Whether your goal is to sell books, to grow your brand, to bring in new business, to raise awareness for an important issue or cause, or to become established as an author… it’s important that you and your publicist are on the same page. Your book publicity campaign will be designed to achieve—and build a strong foundation to continue to achieve—the agreed-upon goals of you and your team.

Having a strong sense of what your goals are and why before hiring your PR firm will help you go into your book marketing campaign with a sense of clarity, and will help your PR team design a campaign that is customized to go after the types of opportunities that will ultimately help you achieve your goals.

Keep in mind that the more realistic your goals are, the more likely you are to achieve them. Creating your goals based on what will really move the needle for your particular project, instead of what you think looks or sounds most impressive, can fast-track the success you see. Which brings us to…

Set your expectations

Before hiring your book marketing team, it’s helpful to know that coverage is very rarely guaranteed—especially in the timeframe of your campaign. This doesn’t mean you won’t get any coverage or even see fantastic results during your campaign and afterward, but sometimes authors go into the process expecting to become a New York Times best-seller within weeks of kicking off. The truth is, with nearly 2 million books published globally each year, there’s fierce competition. Though your publicist will work their absolute hardest to make sure you stand apart, setting your expectations from the get-go will ensure that you’re going after the right opportunities.

It's also important to note that before you’re in the thick of your campaign, not all coverage will occur within the timeframe of your book marketing campaign. Your PR team is working to set you up for continued success, meaning you may likely see coverage come through days, weeks, months, and even years after your active campaign has concluded.

Rally your network

Woman staring up at a mountainous pile of papers

Finally, before hiring professionals to get the word out about your book, don’t forget to make announcements to your own personal and professional networks. In moving down the checklist of who to contact once their book is ready to be publicized, many authors forget to add their nearest and dearest to the list when, of course, they are your built-in and biggest fans.

Rallying your team, clients, LinkedIn connections, friends, family, and community in support of your book will give you a head start in terms of building your following.

Each individual who spreads the word to their own network offers endless possibilities for organically growing your readership. After all, the power of word of mouth recommendations and support should never be underestimated.

The time period after finishing your book but before officially launching is a sacred one. How you use this time to prepare you for what’s to come can make all the difference.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About Jennifer Tucker

Jennifer Tucker is the Marketing Manager at Smith Publicity, and before that worked as a book publicist at the firm for nearly a decade. While there, she secured top national media placements for her authors including Good Morning America, People Magazine, Nightline, Fox & Friends, Family Circle, NPR, and The Los Angeles Times. For questions about services, please reach out to info@smithpublicity.com.