Countdown to Book Release

Marketing to ensure a great release date

by

Laurel Bradley

You’ve sold your manuscript. You’ve done your edits. You have a copy of your cover and a release date is set. Now what? What can you do to encourage sales and make the most of those precious few days you’re book is on the new release shelf?

I wish I could tell you that you can relax the publisher will do everything to make certain your book is a success. I wish I could, but I can’t. Now is the time for you to temporarily set aside your writing cap and put on your promotion beanie.

I am going to assume that you’ve done everything listed in my article “Building Your Promotional Platform” (article available at www.laurelbradley.com under Media, Articles). If not, it isn’t too late. Read the list. Get your website up and running. Introduce yourself to your local bookstore owners.

1. Create your Sell Sheet. A Sell Sheet contains all the information about your book—logline (one sentence synopsis of your book applicable for catalogues), blurb (back of the book verbiage), ISBN numbers, contact information, review quotes, author bio (think publishing credentials and interesting who’s who things), marketing plan including amount to be spent on promotion.
2. Send out Advanced Reader Copies and Accumulate reviews. If your published does not send out advanced reader copies, you will have to. Even if your publisher does, chances are your local newspaper and radio station won’t get one.
3. Create a Press Release. Keep in mind that the release of your book may not be considered news by people in the media (unless it’s your small hometown newspaper). Tie your book into something that IS news. Make certain to mention any events you have planned in their area. Each media outlet should get a slightly different press release.
4. Make a Press Package. This will contain a personalized cover letter, your Sell Sheet, copies of reviews and articles written about your book, copies of articles you have written, a question/answer sheet to make interviewing easy (or unnecessary), your contact information, a copy of your press release and a signed copy of your book or at least a copy of your cover art.
5. Call bookstores for signings. Better yet, go to them with an advanced copy of your book in hand, a copy of your Sell Sheet, and a list of dates you are available. Try to book a date while you are there. While you are there buy something. This is important. It is easier for you to pitch and harder for them to say no while they are checking you out at the cash register.
6. Update your website. Blog about your upcoming release. Set up a contest and announce it on all your social and business sites (Twitter, MySpace, Bebo, etc.). Spam all the social loops you’ve been participating in.
7. Call the library and sign up to do a book talk. Sign and sell copies afterwards.
8. Pitch your story (not you book—you news release story) to local radio and television.
9. Get bookmarks and postcards printed.
10. Consider taking out advertisements in key magazines related to the subject matter of your book. Send press packages and advanced copies to the places you are advertising and request a review as appropriate.