These days, books are on their own whether you are published by a traditional publisher or have gone the self-publishing route. While a publisher might spend a couple of hundred thousand promoting an anticipated bestseller or a proven bestselling author, most books get little or no budget for publicity. And even when the publisher opens the purse strings, it is always in your best interests to take some personal initiative. Eileen Goudge, author of the NY Times bestselling novels GARDEN OF LIES and SUCH DEVOTED SISTERS had a publicity campaign involving the delivery (to reviewers) of deluxe sets of galleys boxed with fancy chocolates because the gourmet chocolate industry figured in her novel. She furthered her publisher's promotion efforts by producing bookmarks with the book's cover on one side and her picture on the reverse. She also invited key book chain professionals to parties at her Manhattan home where she served homemade desserts.
Most authors can't afford to send out fancy chocolates or entertain bookstore owners with champagne receptions. The single most important thing you can do to make your book known to the public is to send out news releases to various newspapers, magazines, Internet sites. Snagging time on a radio talk show and TV talk show is even better. A news (or press) release is a one page double-spaced, 200 word maximum blurb about your book. It is the most efficient, cost-effective publicity tool you have.
Make the release sound like news, not hype. You are not advertizing here, but informing. Keep to the facts and emphasize what your book is about, who might be interested, why you wrote it, where they can get a copy.
Mark Ortman in A SIMPLE GUIDE TO MARKETING YOUR BOOK says, "Your release should reflect the personality of your book by building around one central theme." If you can, tie in the release to a current event or trend.
Here are some excerpts from news releases focussing on different aspects of my novel:
*** WEST COAST ARCHAEOLOGICAL THRILLER *** In this day of corporate take-overs, eco-tourism and environmental apathy, it wouldn't be surprising if a powerful developer decided to build a theme park on top of a sacred Native burial. In the wake of "Jurassic Park" and "Raider's of the Lost Ark," Deborah Cannon's debut novel, THE RAVEN'S POOL, pits scientists against big business, but not without devastating consequences. Inspired by the archaeology and the Raven myths of the Pacific Northwest- an area sometimes called Cascadia, which runs from Alaska and British Columbia to Washington State - the novel probes the origin of the Raven in a story about power, love and revenge.
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