Books Forward is celebrating 25 years in the book marketing biz in 2025. That means if an author has had a question about publishing a book, we’ve probably heard it! And our goal is to help guide authors along the way, no matter their publishing path. Because there’s no single correct way to market a book, and as the business changes over time, so will your strategy.
In honor of our 25 years of positioning authors for publishing success, here are 25 of the most common questions we get asked:
THE BASICS
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How do I query a literary agent?
Indie authors can certainly attract a traditional publisher through an agent pitching their book on their behalf. Though securing an agent can be a lengthy process due to varied submission requirements and long response times, it remains the key route to traditional publishing.
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I’m hearing a lot about AI — how will it affect me?
AI can be a valuable tool when used ethically, but you need to be able to identify it and know what to use it for. AI should never be used to write full books, and we are only just beginning to see the legal consequences play out from how AI companies are using copyrighted material.
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What are bookplates and do I need them?
Bookplates are a great way for authors to “sign” their book for anyone. They’re small labels you affix to one of the front pages of your book. Some authors opt for more simple ones and some do more intricately designed ones that coordinate with their book’s cover. If you can’t meet someone in person to sign their book, sending a signed bookplate their way — or a few to a store stocking your book — is a great alternative.
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Do I need to invest in bookplates and other swag?
If you don’t have the budget for something, don’t stress over trying to provide something extra to readers. But swag can definitely be a great way to help your book stand out from all the others that reviewers and media outlets receive every day. Need some inspiration? Check out some of our ideas here.
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I need help networking with other authors, where do I start?
Networking in general can be daunting, especially when you’re asking a fellow author to blurb your book or collaborate on a project. Start by getting comfortable online: Commenting on posts by authors you admire or sliding into the DMs of someone you think would make for a great collaboration partner. Attend events when possible, and be present and engaged. Ultimately, if you are open to helping others, they’ll be open to helping you. Check out more of our networking tips here.
SOCIAL MEDIA
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Do I have to have social media?
Short answer: No, don’t do anything you don’t want to do. Anything we’re forced to do, we won’t do well. But ultimately, social media can be a valuable tool to help you build and grow your author brand. And we get that it’s overwhelming! Deciding on the platform that’s right for you is the first decision you need to make. There are so many creative ways authors can promote themselves and their books through social media — it’s a popular resource for a reason!
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I heard I need to be on TikTok — do I need to be?
TikTok, and video content creation in general, is so much more time intensive than other social media platforms that we only recommend signing up if you’re ready to put in the work. Learning to use the app and really engaging with it is the best way to learn how it works, but we also have some more TikTok tips here.
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What are some things I can do to up my social media game?
Consider adding audio and video assets! Video gets so much more engagement on platforms nowadays, and there’s a variety of ways you can incorporate this type of content that doesn’t even require you talking in front of a camera.
PUBLICITY
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Do I need a publicist?
Maybe we’re biased, but we think so! Book marketing is a full-time job, and most authors want to spend their time writing. A good publicity firm will help you decide on an actionable plan to set you and your book up for success — like deciding if you need a press release for your book — as well as help you avoid the pitfalls and scams that are so prevalent across the industry.
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How do I get reviews?
The benefits of positive book reviews can’t be overstated, but where do you start? Beta readers are a great place to start: They’ll tell you what resonated with them and what you might need to work on, so you can anticipate what other readers will say. If you’ve already got an established readership, you can consider organizing some of those most-devoted readers into a street team. And check out our tips here on getting author endorsements, industry reviews, influencer coverage and more. And remember, with the good comes the bad: Make sure you are ready to handle any negative reviews that come your way.
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What kind of media coverage should I be looking for?
That will depend on each author’s goals, as well as other factors like genre, the book’s subject matter, and more. Learn about the variety of media coverage an author can gain here. And don’t underestimate the value that things like smaller bloggers or more niche media can bring when it comes to publicizing your book.
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What makes a good pitch?
Media professionals receive hundreds — sometimes thousands — of emails per day, so how you describe your book, and ultimately cut through the noise, is incredibly important. Tailoring your message to who you’re reaching out to is a great step in book marketing, but check out our other tips for crafting a good media pitch.
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Can I get my book in a celebrity book club?
Never say never! But we’ll be upfront: It is extremely difficult to get your book in the hands of Oprah, Jenna or Reese. Almost 100 percent of the books they pick are traditionally published by major houses, and many don’t accept pitches. But it can be valuable to stay in the know about popular celebrity book clubs and what types of books are in the zeitgeist.
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I’ve never done an interview before. What do I need to do?
Publicizing your book does generally mean that sometimes you have to talk about your book! The key to preparing for a radio or podcast interview is just that: preparation. Do your research on the outlet you’re speaking with, as well as keep in mind talking points you want to make sure to hit. Many interviews nowadays take place over video call, so make sure you understand how video interviews work. We’ve got plenty of interview tips here for you to check out but most importantly, try and have fun!
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How can I get my book in front of booksellers and librarians?
Booksellers and librarians can be some of your biggest fans, handselling or recommending your book to patrons. Especially if you’re an independent author, getting your book out there can be tougher, but many bookstores and libraries love to meet with local authors! It can also be beneficial to have a pre-established relationship with your local library or store before visiting — connections are not built over a single conversation or in a single day.
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Should I organize events around my launch date?
Gone are the days of multicity book tours paid for by publishers. Now, most authors — or their publicity teams — are helping them organize their own events. Organizing a launch event can be a great way to celebrate with your network of friends, family and readers, as well as get your work in front of a local bookstore and establish a partnership with them. Learn more about organizing launch events here.
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How do pre-orders affect my release day sales?
Historically, pre-orders — or early purchases of your book fulfilled before publication day — have been viewed as a predictor of a book’s success by retailers. But the relationship between pre-orders and bestseller lists is far from linear. See more about which pre-orders count toward which bestseller lists, as well as tips on promoting a pre-order special here.
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What do I do after my book launches?
Publication day is really just the start of a book’s life. Whether it’s continuing to gather media coverage, garnering more reviews, or utilizing digital advertising, there is so much more to do after pub day. Check out more of our recommendations here.
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Should I enter my book for awards?
Awards can be a valuable asset to add to your marketing efforts. In addition to providing some critical acclaim, it helps your book stand out from the 2M+ books that are published every year. Even smaller awards help establish credibility for your work. Learn how to maximize award wins with some of our tips here.
DIGITAL MARKETING
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What is reader newsletter advertising?
They are a great promotional book marketing tool where authors or publishers pay to feature discounted or free books, attracting readers with limited-time bargains. Costs vary based on audience size, and promotions typically require lowering ebook prices for a limited amount of time to boost sales.
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Do I need an author website?
It’s one of the few things we really recommend every author have. Readers have to be able to find you somewhere. But it doesn’t have to be difficult! Check out our tips on elements to plan for your author website here. It’s also important to understand how to make your website SEO-friendly so that it shows up when people are searching for it.
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Other authors talk about their email lists — should I have one?
An email list can be a valuable tool to give you direct access to your most loyal readers and personal contacts. But it can definitely be overwhelming starting from scratch, so make a list of priorities for your list and how you want to organize it and go from there.
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What is Goodreads?
Goodreads is the largest book-logging platform available, so it’s useful to understand how it works for book marketing, which includes claiming your author page, engaging with users and reading and reviewing books. Check out more of our tips on how to get the most out of Goodreads.
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What is NetGalley?
NetGalley is a great tool to help publishers and authors safely promote digital review copies to book advocates and industry professionals. Make sure you’re getting the most out of NetGalley by checking out our tips and tricks here. And yes, NetGalley is different from Edelweiss, which you might also have heard about from your publisher.
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What is BookBub?
You’ve probably heard about BookBub featured deals and how they can explode an author’s ebook sales. But the platform is a good resource for both readers and authors. To learn how to maximize your presence there — and potentially nab one of those coveted featured deals — check out our tips here.
We know this only begins to scratch the surface to all the challenges you’ll face on your author journey. Whether you’re a seasoned author or setting out to publish your first title, book marketing can be daunting. If you’re looking for help, reach out to us today!
Jennifer Vance is a publicist at Books Forward, an author publicity and book marketing firm committed to promoting voices from a diverse variety of communities. From book reviews and author events, to social media and digital marketing, we help authors find success and connect with readers.
Interested in what’s possible for your book sales and building readership? Check out our services, tell us your goals, and get a customized publicity campaign tailored just for you.
