This article is to help writers get an
idea about the timeline for book promotion. There are many things that a
writer can and should do before their book is released. This is only a
suggested outline which will help you plan your marketing projects before
your book is published.
Book Promotion Countdown Checklist
Book promotion is an involved process and this list is an idea of the things
you can accomplish. It is based on beginning promotional work 12 months
before publication. If your book will be published sooner or later, alter
the work to fit your timeframe. There are many activities mentioned in this
article. Use the ones that suit you. These are only suggestions to get you
started on the promotion of your book.
9-12 Months prior to publication:
1. Set up your small business.
a. Check with the local government to find what licenses you need. If you
use a fictional name, file this with the local Clerk’s Office.
b. Get a post office box. (Rural boxes may be more reasonable than city
boxes.) Use for fan mail and business correspondence.
c. Order your letterhead, business cards, etc. Leave off your phone number.
Use your email address or home page too.
d. Open a checking account. Shop around for a reasonable or free account.
(Credit unions may offer accounts with your name and dba, with the business
name.)
2. Collect promotional ideas. Check out library book on marketing. Read
articles on-line.
3. Tell your publisher what you want. You
may or may not get it.
4. Join groups and associations related to your book's subject, to writing,
or to your community. When your book comes out, they'll help you sell your
book. (Check for local and state groups.)
5. Get your publication date. It might change, but plan signings and events
around your book's availability.
6. Get your black and white and color author photo done. Make it
interesting!
7. Send out manuscript galleys to review sources (if your publisher doesn't
do this). They might take up to 6 months to read your manuscript.
8. Ask if your publisher has a list of reviewers. If so, ask if you can send
a personal note with each copy.
These suggestions might seem unnecessary because your book's publication is
so far away, but don't sit back and do nothing.
6-9 Months prior to publication:
1. Make announcements to all newspapers,
magazines, alumni newsletters, trade journals, etc. Start a contact list.
Update them near publication, get the news out and keep your name alive.
2. Ask your publisher for extra covers. Leave them on conference tables,
make postcards, or slip them inside card envelopes and mail to booksellers.
3. If you're going to sell books yourself (and your contract allows it),
apply for a resale license/permit. You may need to collect tax for your
state.
4. Get your author photo if you haven't
already!
5. Fine-tune your promotion campaign strategy. You can’t influence your
publisher at this point, but work on your strategy.
6. Start or tweak a mailing list. Collect names and addresses of fans,
friendly booksellers, newspapers and media contacts, libraries, readers'
groups, associations, etc. Add to the list when you find new names. Keep
them in a computer program that prints labels.
7. Draft press releases, news stories, ads, etc. Tweak them when you add
things.
8. Send advance review copies to bookstores, specialty or on-line reviewers
and key reading groups or association leaders who might prove helpful.
9. Order bookmarks, flyers, novelties, and
other promo materials when publication is definite.
10. Talk to other authors in your genre
about cooperative mailings. You can save money and share fans.
11. Assemble your press kits.
12. Keep your publisher informed of what you're doing. You also need to know
what they're doing.
5-6 Months prior to publication:
1. Complete ideas and place orders. If you
haven't done much, its time to get everything designed, ordered, and printed
to make your deadlines.
2. Make sure your flyers, postcards, bookmarks, and other promotional
mailings are printed and ready. Allow plenty of time.
3. Update mailing lists!
4. Talk to your local sales reps or
distributors and ask them to send books to wholesalers for promotional
events.
5. Contact booksellers about signings,
workshops, and other events. Some require 4 months' notice. Even small
independents need notice. Follow up is critical.
6. If you’re on the road, visit
bookstores. Collect business cards, drop them a note, and add them to your
mailing list.
7. Plan a date with your spouse or a Saturday with your kids.
4-5 Months prior to publication:
1. Plan your book tour, if you plan to do
one. Contact bookstores, discount stores, military base/post exchanges, and
libraries. Prepare a list of media, writers' groups, reader groups, and
associations.
2. Polish ads and mail with author
profiles, press kits, or interview questions with an article about you. If
you wait, magazines will leave your story behind.
3. Send announcements/press releases/news stories to papers, associations,
etc. If it’s your second announcement, tell them the book is coming. The
next announcement will announce the availability.
4. If you plan radio/tv appearances, start with small, local stations to
practice.
5. Use a scrubbed bookstore mailing list. Bookstores look at materials
around the 4-month mark to see what they want to order.
6. At the 5-month mark, target
distributors with flyers, mailings, or personal visits.
3-4 Months prior
to publication:
1. This is follow-up time. It doesn't
matter how good your plan is if you don't carry it out.
2. Visit local bookstores and introduce yourself to employees who handle
books.
3. Take a local newspaper columnist to lunch. Give him/her an advance review
copy.
4. Prepare a list of 10-12 questions about
you and your book. These are potential interview questions and you need
great answers. Include the list in your press kit for interviewers.
5. Prepare your press kits.
6. Complete press releases/news stories.
7. Update your mailing lists.
8. Budget time to answer mail/calls regarding your mailing.
2-3 Months prior to publication:
1. If you've done nothing, prepare press
release/news stories with hooks specific to newspapers and other media.
Smaller papers may use the stories verbatim. Use someone else as the contact
point. Your press release can get positive attention because (a) the work's
done, (b) the reporter can claim credit, (c) it says what you want, and (d)
you've got the hook you want. So if you just began your promotion campaign,
use a personalized news story.
2. You should answer questions, schedule interviews, visit bookstores,
follow up on contacts, and add to your mailing lists.
3. If you have your book covers, request written permission to reproduce
them because they’re copyrighted.
4. Have you sent out your press kits? At the 2-month mark, send kits to
national and local media.
5. Call the booksellers where you'll do signings and events. Verify they
ordered books.
6. 2-months is time to send your last mailing to booksellers.
7. If you have copies of old books, donate
them to booksellers, and local libraries. Take a picture with the happy
librarian and send it to the newspaper.
1-2 Months prior to publication:
1. If you've stayed proactive everything
should be smooth. Allow for things to go wrong.
2. If you've planned a book tour, book your airfare and hotel 6 weeks early.
Plan the route you’ll take. Allow for problems.
3. If booksellers and librarians have been kind, send thank you notes. Email
doesn't count. Few people say thank you when people work hard to help. Thank
people -- because you mean it.
4. To save time when the book comes out and you're busy, take off one day
and cook/freeze meals for the first month after the publication date.
5. Prepare your book tour wardrobe. Look for garments that travel well, wash
out in hotel sinks, and match just about anything.
6. Make goodies to pass out to fans and potential readers at signings and
workshops.
2 Weeks prior to publication to Debut-Day:
1. Your dream’s coming true. Don't forget to savor the moments.
2. A week before your book's shelf date, send a mailing to
readers/fans/favorite booksellers. The most popular are newsletters or
postcards with the cover pictured.
3. Touch base again with bookstores. Be enthusiastic and the bookseller will
be excited too.
4. Mail press releases, to local papers and papers in cities you'll tour.
5. Send fun emails to your personal fan/reader mailing list. Give them
online sites where they can buy your book.
6. Tell your family and friends you need their help to spread the word.
You'll be surprised at how far people will go for you if you ask sincerely.
7. Visit bookstores/outlets when your book is released. You'll meet people
who sell ooks in your local area. Every weekend, take the family to visit
bookstores within a couple hours from home.
