Book Promotion the Right Way

March 2005
by Kate Bandos

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The right promotional campaign for any book means choosing the right approach, contacting the right people, and understanding that doing it right takes time.

To get the right results, make sure you have good answers to these questions:

Who is the ultimate buyer you are targeting?

Where are you going to begin? Locally? Regionally? Nationally? With book editors? Feature editors? Others?

What approach are you going to use? Mail? Fax? Email? Calls? What first? What next? Make sure you have a detailed plan.

What are you going to send? Books? Releases? Brochures? Photos? Media kits? CDs? Other? Incomplete material will be tossed.

When do you need to start to tie into a key event or idea? If, for example, you will be suggesting your book as a holiday gift, understand that editors of national magazines complete their December holiday issues in May or June; regional-magazine editors may complete their holiday issues in September; and newspaper editors usually compile holiday stories in early November, if not earlier. When in doubt, call first.

Why bother? Because you can’t get sales if no one knows the book exists. Media can be the key to informing readers, but the media won’t know what you don’t tell them.

Along with the answers to all these questions, promotional campaigns also require:

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