Put Optimized Book PR to Work for You

The goal of book publicity campaigns varies, but many aim to boost sales. This is why many writers aspire to become authors – hoping to earn extra income. Nowadays, some authors are business professionals who use their books as promotional tools, which is becoming increasingly popular. Regardless of the reasons, every author wants their book to have a purpose and reach their intended readers and the media. Therefore, collaborating with a publicist and planning a comprehensive marketing campaign is essential. The opportunities are substantial when your program is successful. 

One key aspect of successful book marketing is that it involves publicity—specifically, media and online coverage from individuals interested in the book. Unlike advertising, where you purchase media space and convey your chosen message, publicity is more influential because it reflects people's genuine interest in your work. A well-crafted advertisement may capture some attention, but it lacks the endorsement factor that comes from PR. Books and authors are often considered newsworthy, particularly on nonfiction topics, which gives books a PR boost and makes them media friendly. 

If your budget allows, it's also important to work with publishing professionals to edit your text, design the cover, and manage marketing. The reality is that your book will be competing with others in the marketplace, including titles from large, traditional publishers. When your book stands out against the competition, it has a better chance of success. There's no substitute for experience; as you discover what works best for you and your book, you can build on it. If you're self-publishing, consider using a book distributor to enhance your retail penetration. Also, pay attention to online book retail listings. 

Most major bookselling websites offer significant opportunities to add information to their pages. By incorporating keywords, their algorithms and search engines will direct people to the pages where your book is available for purchase. Your pricing strategy for physical copies and eBooks is also important. Consult with your book distributor and assess the competition. Initially, especially with eBook downloads, you might consider lower prices to stimulate sales. Once sales start picking up, you can gradually raise the prices. Sometimes, offering a deal can help get the ball rolling and lead to success.