Author: Jackie Karneth

What is an ideal book publicity timeline? And when should I reach out to prospective publicity firms?

If you’re thinking of querying publicity firms to help boost media coverage for your book, the sooner you reach out, the better! A good publicity campaign will begin months before your publication day, so you should start reaching out to firms about 10-12 months prior to pub day, or as early as you can. We’ve put together some guidelines on what works best, based on our decades of experience, but really there is no “ideal book publicity timeline” – it all depends on your goals, your book, and what you have time for!

How early should publicity efforts start based on the release date?

We like to start a book’s publicity campaign four or five months prior to the release day and continuing for one or two months after. Why do we start so early?

4-6 months before publication

Your publisher (or your publicity team) should submit your book for reviews with publications like Publishers Weekly, Kirkus or Foreword. Learn more about trade reviews here.

You should also make sure that advanced copies (ARCs) of your book will be available for media use. Learn more about how we use ARCs here.

3-5 months before publication

Your publicist will put together a press kit for your book and create a plan of action for media and events outreach. In an ideal publicity timeline, the outlets being contacted will have plenty of time to receive the book in the mail, read it, and put their thoughts together before your launch.

If it is of interest, you or your publicist should begin contacting bookstores to schedule a launch event for your book. Learn more about communicating with bookstores here.

Your publicist may also contact certain media outlets, like quarterly publications, that require more advanced notice – they’re often already working on their-end-of-the-year issues by June!

2-4 months before publication

Your publicist will continue to contact media and influencers about your book, with the goal of arranging coverage surrounding your publication day. As requests for your book come in, your publicist will mail out print ARCs or share digital files as needed.

1-2 months before publication

With media coverage pending, your publicist will now be focused on following up with all interested parties, ensuring they received the book and are planning coverage around publication day.

The big day!

When publication day arrives, your publicity team will have links to media coverage to share with you. Depending on your plans, you may have a book launch party to attend or an interview to partake in. It’ll be an exciting day!

Post-publication

After publication day, your team may begin working on digital marketing projects like direct-to-consumer advertising for your book. These efforts complement traditional publicity well, and will make sure your book stays on readers’ minds for the months ahead. 

The takeaway

While this is the structure of an ideal publicity timeline, we know life doesn’t always happen on schedule. If your book has already been published, or if you don’t have the lead time you would have liked, there may still be opportunities out there for you!

Here’s an example of how Books Forward secured major media coverage for an author while beginning a campaign one year after publication day: https://booksforward.com/case_study/scoring-major-media-one-year-post-publication/ 

We can’t guarantee these results for every author, but we can guarantee that tenacity and creativity will always pay off when it comes to book publicity.

Ready to see how your book stacks up against the competition? As literary publicists, the Books Forward team has submitted our authors to numerous book award contests over the years. And we’ve seen countless authors take home gold. Here are our top tips to make sure your submissions are well-received and your book wows the judges:

Do your research.

You want to make sure you’re submitting to reputable book award contests, so look at how long the organization has been around, and glance at titles that have won in previous years – is it brand new with a shoddy website? It might be a money grab. Do the winning titles from past years look industry standard? If so, you’re probably safe!

Look around.

Submitting for different kinds of awards can lead to a higher chance that you’ll take home a win, so while entering book award contests based on your genre (for example, The Edgar Awards are great for mystery authors) is wonderful, also think about the age range you are writing for (like Moonbeam Awards for children’s books), how you are published (Foreword is a great option for indie authors), where you live (The Southern Book Prize for Southern writers), and even if you’ve written your first book (like PEN/Hemingway Award for Debut Novel). The possibilities are endless, so spend some time looking around!

Set a budget.

The entry costs for these book award contests can add up, so keep a shortlist of which ones you’d like to enter and how much the costs are to make sure the total is within your preferred budget. There are also awards associated with organizations that want you to join before you submit, so consider if it would be worth it for you.

Read the fine print.

Most contests have a thorough set of rules for author submissions. You’ll need to make sure you submit before the deadline (of course!) but you also need to make sure your book qualifies for the contest to begin with. Your genre, publication day, book format (ebook v. print), and publication status (self-pub v. traditional) can all factor into whether or not you qualify for certain book award contests.

Submit to the appropriate genre.

When completing your submission, you’ll frequently be asked to select a genre category for your book. Many awards allow you to submit in multiple categories, typically for an additional fee. Only select categories that truly align with your book’s genre, or you’ll be effectively sending money down the drain.

Only submit books that have been carefully edited.

Some contests allow you to submit ARCs (advance copies of your book) if the contest deadline is before your publication day. However, you should only submit a carefully edited version of your book. Submitting a final copy is always going to be your best choice.

Know when not to submit.

If your book falls in the middle of a series, it should truly be able to be read as a standalone, or else you’ll immediately fall off the judges’ radar. Mid-series books rarely do well in contests, simply due to lack of context from the previous books.

With these tips in mind, you’ll be able to make the most of your award submissions. The contest fees can add up, and we know every penny counts. Happy submitting, and good luck!

Wondering if book award contests are a good fit for you? Not sure how to promote an award win? Check out our previous article on submitting books for awards!

Indie authors face a lot of hurdles getting their books in front of booksellers and librarians. A positive review from a reputable industry publication can go a long way, but the reality is that the number of books selected for review is extremely limited. In order to help make these reviews more accessible, many publications have started offering fee-for-review services. 

We’re often asked whether these paid reviews are taken seriously. Because these publications do not guarantee a positive outcome, their reviews are seen as unbiased by booksellers and librarians. However, this only applies to reviews that come from a trusted industry publication. A paid review from a little-known book blogger, on the other hand, would not be received in the same way. If someone contacts you asking to review your book for a fee, it’s almost always a scam, and it’s almost always best to ignore their request. Reputable book industry publications won’t need to reach out to authors, because they know authors will come to them.

The main downside with paid book reviews is of course the high price tag, which runs from around $300-$500 per review. Due to the cost, we find that most authors only pay for 1-2 reviews, if they decide to go the paid route.

The primary benefit is that a positive editorial review is a versatile, evergreen sales tool that will lend your book credibility. You can add review blurbs to your sales pages (Amazon A+ content), your website, social media accounts, and advertising.

Below are our favorite, trusted, tried-and-true recommendations for paid reviews:

7-9 week turnaround:

Kirkus ($450): https://www.kirkusreviews.com/indie/

4-6 week turnaround:

Foreword Clarion ($549): https://publishers.forewordreviews.com/reviews/

Kirkus is more of a “legacy” name in book reviews–they’ve actually been reviewing books since 1933! However, both Kirkus and Foreword are extremely well respected in the book industry. While neither guarantees a positive review, if you aren’t happy with your review for any reason, you can choose not to publish it.

6 week turnaround:

Publishers Weekly, BookLife ($399): https://booklife.com/

If you approve your review for publication with BookLife, it will run both online and in a print issue of Publishers Weekly via a BookLife insert!

7-9 week turnaround:

IndieReader ($299): http://indiereader.com/

For authors on a budget, IndieView is a more affordable option that still provides quality reviews. Plus, if your book is rated highly (4+ stars), they may offer to share an author Q&A on their website. That’s an extra promotional boost!

Across the board, one of the nice things about paid review submissions is there’s no deadline to submit. It does take up to two months to get reviews back, however; so if you are interested in going the paid route, the sooner you submit, the sooner you’ll get your reviews back and can use the blurbs.

Happy submitting!

For an author looking to set up a book event where they can meet readers directly, bookstores are an obvious choice. Booksellers often host authors for events every week of the year, and book sales are their expertise, after all.

However, I’ve found that many authors live in bookstore deserts, with only big box stores or small used bookstores in their community. For these authors especially, it’s important to find your audience of readers where you can, and libraries are a wonderful, often-overlooked way to do just that.

If you want to connect with your local library for a potential book event, but don’t know how to properly approach librarians, keep reading!

Step One: Create your event topic and outline

Libraries are keen on education, so most library events go beyond “author talks” and instead focus on presentations that promise to share research findings or teach relevant skills to community members.

If you aren’t sure what kind of event your community would resonate with, take a peek at the library’s event calendar to see what types of presentations are currently being offered to patrons. 

You’ll want to present something different from what others are doing, while emphasizing the value your presentation will give to attendees. 

Step Two: Create supplemental materials

How will you make your presentation engaging and memorable?

A children’s book author may create crafts or hands-on projects for kids to experiment with; a history author may create a handout with useful terminology or timelines; and a self-help or business author may put together a powerpoint with step-by-step tips or key takeaways for the audience. 

Step Three: Bring your proposal to your local library

Share your event idea and a rough outline with the librarian in charge of programming. Let them know approximately how long your presentation will be, and whether there will be audio/visual components or hands-on projects for patrons. If you’ve given this same talk in the past, let them know how it was received by the audience. Emphasize the value their patrons will get from the presentation. And most importantly, be flexible and willing to adjust your plan according to the library’s needs. They ultimately know what works best for their patrons.

Step Four: Market the event and make sales

All libraries have different budgets, but most are not drowning in money. If you usually charge a speaker’s fee for events, consider waiving your fee or allowing the library to pay what they can. 

Most libraries will add events to their virtual calendar and promote them with fliers in the building. Some libraries with active social media accounts will use their online presence to help promote events, too. Be sure to ask what their marketing plans are, and offer your help.

If you plan on selling books at the event, ask what the library’s capability is for purchasing books. While some libraries can order books through Ingram or Baker & Taylor, others may not have the budget to do so, and may instead ask you to sell your own books or partner with a local bookseller if possible. 

Another option is to include a QR code on your handout or slideshow that links to an online ordering page for readers. Readers are typically more likely to buy books in person vs. online when given the option, but if needed, a QR code is better than nothing! You can easily create a QR code through a QR code generator like this one.

Step Five: Solidify your relationship with your local library

Of course, it’s common courtesy to thank anyone who hosts an event for you. If you can, consider ways that you can go above and beyond like: attending the library’s other events, regularly checking out materials, or donating to fundraisers.

If you leave a positive impression, your local library will be more likely to work with you again!

Looking for more info on author events, check out our tips for organizing events around your release date here!

As an author, one of the most versatile marketing tools is one you already have; in fact, it’s hiding within your book! A strong excerpt can help you build buzz for your book by driving interest and presales. 

Purpose

First, consider: what do you want to accomplish with your excerpt? Who do you hope to reach? An excerpt can be used:

• On your website as a teaser for the book
• As an email list building tactic (providing a free sample of the book for readers who sign up for your newsletter)
• On another blog or website as a way of connecting with new readers
• As a teaser to be read aloud at an event or during a podcast interview

Length

Most authors would do well to select two excerpts of varying lengths: 200-500 words and 750-1000 words. Shorter excerpts are typically better for your author website, social media, and read-alouds, whereas longer excerpts are better for media exclusives and email list building.

Writing Style

A strong excerpt will highlight your signature writing style and unique tone without sacrificing your reader’s understanding of the characters and the underlying plot.

Momentum

A good excerpt will build momentum for your story, ultimately leaving the reader wanting to know more. You won’t need to end your excerpt with a shocking cliffhanger, unless that makes sense for your book. Oftentimes, subtle foreshadowing or compelling characterization will be enough to hook your reader.

The Set-Up

Once you choose an excerpt, consider whether or not new readers will be able to follow what’s happening. Excerpting your first chapter is a popular choice because you won’t need to provide much in the way of an introduction. If you choose an excerpt from the middle of your book, you’ll need to set it up by introducing the characters and sharing a brief synopsis of what has happened in the book so far.

Exclusivity

Many sites will want to share your excerpt exclusively, meaning it cannot appear anywhere else online (including your author website or your Amazon free sample!)

We know that selecting an excerpt from your book can be a daunting task. If you’re having trouble, consider asking a trusted friend, writing buddy, or member of your publicity team for their input. It’s often easier for someone else to find your perfect excerpt, which was hiding in plain sight all along.

Libraries are an essential pillar of all our literary communities. I love my city’s library, and I hope you love yours, too! From promoting literacy, artistic development, and critical thinking skills to offering peaceful moments in a busy world, the library is a vital ambassador of culture and discourse.

The average library in the United States holds around 100,000 physical titles. And while that is a generous amount of books countless authors won’t find their book nestled among their favorite spines.

There’s no fast-tracking your way into libraries, but if you’re passionate about building connections, here’s what to do to get noticed by librarians–

Book Reviews

One of the first places librarians go to look for new books is trusted industry publications such as Library Journal and Booklist. In order to get a feature, you’ll need to submit your book for review consideration several months in advance of your publication day. Reviews aren’t guaranteed, but if you do receive one (and it’s positive!), your book will be more likely to be picked up by libraries.

If you don’t receive a review, you can purchase ads in these publications. Publishers, however, are more likely to buy ads than individual authors due to the high price point.

Meet and Greet

If you receive a stellar review from a trusted industry source, your next step is to meet your local librarians. You should ask to speak with the librarian in charge of collection development for your readers’ age group. 

Bring a copy of your book along with a standard sell sheet or press release. This should include your review blurbs and which wholesalers your book is available through. 

Master your elevator pitch. You should explain why your book would be a valuable addition to their collection. Mention if it would fill a gap in their collection or match up with current reading trends, mention that! 

Here’s an article with more tips to help you stand out in your meet and greet:

https://booksforward.com/tips-for-connecting-with-booksellers-and-librarians/ 

Nurturing Your Library Connection

If your book is already in stock in a library system, keep your eye open for opportunities to connect further with the community. Many libraries have blogs and podcasts where you can contribute a guest article or partake in an interview. 

Of course, an in-person event is another possibility! Whether you host a lecture for adults or a storytime/craft session for kids, connecting with patrons directly can help you build your author brand. This will also increase word-of-mouth support for your book.

Conclusion

Getting librarians to take notice takes a bit of effort. If you follow these strategies and make a good impression, you’ll be well on your way!

Creating an author brand can be tricky — it’s supposed to be you, but which parts of you? 

An author brand is all about how you present yourself to the world. Your brand identity encompasses your personality and expertise. In other words, how you make people feel and what you make them think about. 

Think of a few authors whose work you enjoy. What comes to mind when you hear their name? Are there specific emotions, topics, or even colors you associate with them? What questions would you ask if you were trapped in an elevator with them? 

Your answers all relate to that author brand!

Take a look at your genre

An author’s genre can inform much of their personal brand. Consider fantasy author Sarah J. Maas. Her brand is expressed through youthful feminine aesthetics, romance-tinged high fantasy, and an active social media presence. 

Maas currently has three fantasy book series under her belt, and while each series has its own, slightly unique brand, they all work in harmony toward her overall author image.

When authors write in multiple genres, however, the distinction between author-focused and book-focused branding is more obvious. Take John Green for example. Green built his brand on creating educational YouTube videos and writing young adult books. When he released the nonfiction essay collection The Anthropocene Reviewed, it may have appeared to be a diversion from his brand. However, the educational videos that made him a household name also solidified him as a trustworthy authority and scholar of diverse topics. So, a book of essays was actually a great fit for his brand!

This highlights the importance of having an authentic brand. If you build your brand around who you truly are, and what really interests you, then no matter what direction your writing takes, it will still feel like a natural and integral part of your overall author image.

Why focus on building an author brand?

Readers will be more likely to support you throughout the years if they feel like they understand you and feel connected to you! It also helps them associate certain colors, images and aesthetics with you!

Tips for developing your author brand

Fine-tune your overall message:

• You likely have an elevator pitch for your latest book memorized, which is great! But for your author brand, you should think about your message in more broad strokes. What values, interests and spheres of knowledge do you bring to the table across your entire body of work? What do you want your readers to know about you?

Create a brand book for your website and social media accounts:

• Colors: Think about what colors reflect you, your writing, and your audience.
• Fonts: These make a powerful statement. Literary authors may opt for a serif font to convey a more traditional style, whereas a sci-fi author may choose a bold, thematic sans serif font.
• Content: The information you choose to share online is a direct reflection of your image. Brainstorm some ideas for content you’d like to share. Before posting anything, ask yourself: Is this true to me? And is this relevant to my brand?
• Profile: Match your profile photos across your platforms, and use the same handle, if possible, on all your accounts so readers can easily find you.

Arrange media opportunities to highlight your message:

• Schedule events with bookstores, festivals, or community groups.
• Book interviews with podcasts or radio programs.
• Write guest articles as a way to elaborate on your expertise.

Think outside the box

Brainstorm additional ways to connect with readers by leaning into your strengths. Create some swag related to your books and offer it up at events if you’re great at design. Try podcasting if you’re known for your witty banter and insights. Consider putting in some volunteer hours and connecting with the community if your book is related to a good cause.

For more helpful branding tips, check out our blog on building your author brand.

Help! How can I use video interviews to promote my book?

As the popularity of video conferencing continues to grow, more authors are being invited to record interviews using Zoom than ever before. 

Are you prepared to make the most of a video interview? Read on for answers to our frequently asked questions–

How should I prepare for a video interview?

One of the first things you should do is watch some episodes of the show! The more episodes you watch, the better you’ll be able to understand the host, the format of the show, and the tone of the interview.

If the host shares a list of questions or talking points, be sure to look everything over prior to the interview. If they don’t have an outline for you, feel free to send them some suggestions for topics you’d like to discuss.

How can I reduce the chances of tech issues?

First, ask the producer or host if they have any equipment suggestions. Some interviewers will want you to use headphones or specific recording devices. Familiarize yourself with the technology in advance of the interview.

Next, be sure to test that your microphone and camera are working properly.

You should also double check that your wifi connection is strong and stable for video interviews.

In order to ensure that your audio recording is sufficient, be sure to reduce background noise by turning off fans and closing open windows.

How can I make sure that I look good on camera?

Start by selecting your recording environment — background and lighting make a huge difference! Choose a quiet, well-lit space (natural light is best), with a clean, neutral background. Many authors choose to record video interviews in their office or in front of a bookshelf, but any private space will do. You can use the “blur” feature to hide your background if you’re worried about showcasing your home to the public,

As far as clothing goes, you should aim to wear something that’s comfortable, professional and, most importantly, that feels like “you.” While it may be tempting to wear a suit jacket with pajama pants, we don’t recommend it. It’s best to dress from head to toe–even if no one can see the pants or shoes you put on, having a fully put together outfit can give you the confidence boost you need to succeed!

If you tend to talk with your hands, try to reduce the amount of gestures you use during the interview. You should also practice using a neutral facial expression, such as a soft smile, throughout the interview. This helps to ensure that your image stays professional, even if the video software glitches or freezes.

How can I promote my book during the video interview?

Just like with a radio interview, the host will give you opportunities to talk about your book. However, unlike radio, you can actually show your book’s cover to the camera!

Be sure to keep a copy of your book nearby and hold it up to the camera at appropriate times. If you’re running a giveaway using swag like tote bags or t-shirts, you can also show those off!

What else should I know?

The most important thing is to have fun and be yourself! If you were invited to be a guest on a podcast or television program, it’s because the producer or host saw something special in you–and your book. Now, go on and share your message with the world!

For more general interview tips, check out our blog here!

Calling all children’s book authors! Are you considering making an educator guide for your book? Keep reading to find out if it’s a good fit for you.

What are educator guides?

Educator guides are resources that help teachers adapt literary materials for classroom use. These guides are typically tailored for the class’s age group and are designed to meet current curriculum standards. Educator guides often include discussion questions, hands-on activities, and worksheets that teachers can print out and use.

Should I have and educator guide?

If you plan on reaching out to schools to schedule classroom visits, an educator guide would likely be a good fit for you. We all know that teachers have packed schedules, so the more time-saving resources you can provide for them, the better!

In addition to sending these materials directly to teachers and librarians, you’ll also want to incorporate them on your website.

Here are a few examples of guides on author websites:

• http://bridgethodder.com/classroom-materials/
• https://www.authorjelle.com/request-a-school-visit
• https://jacquelinewoodson.com/product/an-educators-guide-to-picture-books/ 

What should I include?

A discussion guide with open-ended questions for students to consider after reading can be used to spark classroom conversation. You can also include hands-on activities related to your book, such as word searches, crafts, and coloring pages, with downloadable materials, if appropriate. If you know of other books that explore your main subject, consider making a list of recommended reads for students who want to delve deeper. Remember to keep the age of your ideal audience in mind as you put your educator guide together!

How can I get an educator guide?

While some authors choose to create their own guides, it may be best to hire professional help to ensure that your materials meet current curriculum requirements. Many former educators have small businesses dedicated to making classroom materials, such as Rm 228. 

By partnering with educators, you can reach more students with your book while making a memorable impact on communities. 

Looking for tips on how to schedule school visits?

Check out our previous article here on best practices for scheduling school visits.

Write on!