Case Study Category: Debuts and Author Brands

Even Brand Builders Need Brand Builders

When Fabian Geyrhalter released Bigger Than This: How to Turn Any Venture Into an Admired Brand, he was already a respected voice in the branding world. As the founder of FINIEN and host of a growing business podcast, Fabian knew how brands are built — but he also understood that launching a book requires a different kind of strategic amplification. That’s where Books Forward came in.

Activating an Existing Network

We helped facilitate introductions with influential figures and organizations Fabian referenced in his work, including mission-driven brands like Bucketfeet, SAME Café, Everlane, Combat Flip Flops and Everytable.

By getting the book into the right hands, we set the stage for organic relationship-building that Fabian was able to carry forward himself.

Connecting With The Perfect Audience — Strategically 

Our team secured a mix of book industry and business-facing opportunities to broaden the book’s reach. This included coverage with media tailored to his target audience like CEO World, On Brand, Business Insanity Talk Radio, LifeSelfMastery and Sustainable Brands, as well as local business publications and book industry trade reviews like with Foreword Reviews.

We also secured a promotional partnership with MentorBox, which introduced the book to a highly engaged audience of entrepreneurs and lifelong learners.

The campaign helped create momentum that led to strong industry blurbs — including praise from the founder of Fast Company — reinforcing the book’s authority within the branding space.

Sustained Growth Beyond Launch

Since publication, Bigger Than This has become an authoritative book in the brand-building space, supported by Fabian’s long-running podcast, Hitting the Mark, which launched the same year as his book. Fabian has since released multiple books and continues expanding his influence as a brand strategist and author.

Even brand experts need support, and we are proud to help them build visibility for their own ideas!

Protecting Author Privacy While Promoting a Memoir

Some authors want their book to be recognized, but want their privacy and even anonymity protected. When a book involves sensitive personal history, legal or relational ramifications, or simply an author who doesn’t want to become a public figure, we handle publicity with extra care and finesse.
Marsh Rose wanted her memoir, A Version of the Truth, to reach readers, but also wanted to keep herself, and those close to her, out of the public eye. Our campaign strategy was clear: build visibility for the book, not the person.

Targeting the Right Kind of Coverage

We minimized the author’s traceability by removing specific locations from the publicity materials, and avoiding pitching local media. Instead, we focused on national and genre-specific outlets where readers resonated with the story on a thematic level, and connected with its powerful writing.

We also prioritized placements that allowed her to control the narrative and avoid unexpected personal questions. We focused on pitching Marsh for guest articles, reviews and written Q&A’s (rather than live formats like podcasts), to ensure her comfort while her writing received due recognition.

This approach led to thoughtful, book-focused coverage such as guest articles in Writer’s Digest, Women Writers, Women’s Books and Girl Talk HQ; an excerpt in GenTwenty, a written interview with Book Q&As with Deborah Kalb, a reading list feature in Hasty Book List, and reviews from multiple influencers (such as this one and this one).

Literary Promotion Without Personal Exposure

We loved helping Marsh share her story widely, while maintaining her personal boundaries. For authors writing about sensitive relationships, real people or difficult personal histories, this campaign shows that you don’t have to choose between being published and being protected. With the right strategy, your book can be seen, without you having to be found.

Leveraging Current News to an Author’s Advantage

Books Forward has worked with Rudy Ruiz across three novels: The Resurrection of Fulgencio Ramirez, Valley of Shadows and The Border Between Us. When Rudy released The Border Between Us, the national conversation around U.S.–Mexico border policy, immigration and identity was once again dominating headlines.

We aimed to position the novel squarely within the news cycle — demonstrating how fiction can meaningfully contribute to urgent cultural conversations.

Positioning Fiction as Cultural Commentary

Our strategy emphasized relevance without sensationalism. We framed the book not as a reaction to breaking news, but as a thoughtful lens through which readers could better understand it. By aligning Rudy’s voice with ongoing national debates, we helped media outlets see the novel as timely, insightful and necessary.

Strategic Media Targeting

We had already laid a solid foundation for Rudy’s author brand with promotion of his previous releases in bookish media like Publishers Weekly, Bookshop and Writer’s Bone, cultural outlets (Learn Lang Blog, Thrive Insider, Latinx in Publishing, Latinxperts, We Are Latinx, etc.), local and regional publications (San Antonio Magazine, My SA, KUT News, Southern Review of Books, Deep South Magazine, etc.) and national media hits with Buzzfeed, The New York Times and more.

For this new release, we continued to pursue outlets that bridge literature, politics and cultural analysis — prioritizing platforms already engaged in conversations about immigration, equity and Latino identity. This approach resulted in coverage across a wide spectrum of media, from opinion-driven newsrooms to literary platforms, radio and cultural outlets.

Placements included Common Dreams, Texas Standard, Bookreporter, Fangirlish, Luz, Diverse Voices Book Review and WGBH’s Under the Radar (which ultimately chose Rudy’s book for the local NPR affiliate’s official radio book club pick). These features reached national, regional and community-based audiences, allowing the book to resonate far beyond traditional literary circles.

Turning Urgency into Longevity

By leveraging current events without tethering the book to a single news moment, we helped The Border Between Us achieve sustained visibility rather than a short-lived spike. The campaign demonstrates that even in crowded, politicized spaces, fiction can cut through — when positioned with care, context and cultural awareness.

A Year-Long Strategy for a Successful Trilogy Launch

When Evette Davis released The Council Trilogy — The Others, The Gift and The Campaign — we wanted to see more than a single launch spike. From the start, this was a year-long campaign designed to build readership, visibility and sales across all three books, with special emphasis on driving discovery of Book 1 and carrying that momentum through the full series.

Laying the Groundwork with Book 1

Knowing that long-term success hinged on a strong foundation, our team positioned the trilogy as a complete arc rather than standalone titles.

For Book 1, we coordinated an extensive ARC mailing campaign with beautifully designed swag boxes to influencers, genre media and libraries, ensuring early exposure among readers most likely to champion the series. Libraries were a key audience for Evette’s work, so we tailored outreach with personal letters and targeted mailers — an approach that helped the book stand out.

Keeping Momentum Alive Across the Series

As subsequent books released, we shifted into sustained digital promotion. Amazon and Facebook advertising proved especially effective, with campaigns strategically driving readers back to Book 1 to encourage full-series read-through. These ads alone resulted in more than 550 Amazon sales and nearly 5 million impressions.

Reader-facing promotions also played a major role. Newsletter features, discounted ebook price promotions and giveaways across Goodreads, StoryGraph and LibraryThing attracted more than 57,000 entrants, significantly expanding exposure. These efforts helped generate nearly 250 reviews across Amazon and Goodreads, reinforcing social proof as the series progressed.

Building Community and Visibility

In parallel, we supported Evette in developing her author platform from the ground up. Through a consistent social media strategy — centered on Instagram Reels, boosted posts and series-wide branding — we grew her audience to more than 3,000 engaged followers. Influencer outreach, supported by custom swag boxes, further amplified visibility, especially during the first book’s launch.

Results That Last Beyond Publication

By the end of the campaign, The Others was close to selling out its initial print run, with continued organic growth across the trilogy. Coverage in outlets such as Kirkus, Publishers Weekly BookLife, Foreword Reviews, Writer’s Digest and SF Weekly, alongside strong influencer engagement (examples here, here, here and here), demonstrated the power of a coordinated, long-term launch strategy.

This campaign shows that with careful planning and sustained effort, a trilogy can build momentum not just at launch — but all the way through the final book.

Building a Storyteller’s Brand Beyond the Book

When Kyle Casey Chu partnered with Books Forward, the goal went far beyond promoting a single title. While Kyle was preparing to release her middle grade debut, The Queen Bees of Tybee County, she was also laying the groundwork for a much bigger creative future: one spanning publishing, film and adult storytelling. Our role was to help position Kyle not just as an author, but as a multidimensional storyteller with a long runway ahead.

A Brand-First Publicity Strategy

Rather than focusing only on Kyle’s novel debut, we built a unified press narrative centered on her storytelling itself. Her background as the founding queen of Drag Story Hour, her lived experience confronting far-right extremism and her expansion into filmmaking all reinforced a cohesive creative identity. We developed a press kit and pitching strategy that emphasized Kyle’s voice, vision and evolution — intentionally supporting her goal of moving beyond children’s media into books and film for adults.

Film + Literary Promotion Working in Tandem

As Kyle’s short film premiered at festivals across the U.S., we requested press lists directly from those festivals and coordinated outreach with media attendees before, during and after screenings. Leveraging festival momentum and accolades, we secured film-focused coverage in outlets including Mercury News, Mission Local, SFist, KRON4, Bitch Talk, Bay Times and Storied.

At the same time, we ensured Kyle’s literary credibility stayed front and center, landing brand-focused features in Publishers Weekly and The Rumpus. We also pursued targeted opportunities for her middle grade debut, securing reading lists and coverage with Bookish, Book Riot, Teach Magazine and YA Shelf, and pitching directly to queer bookstores nationwide.

Sustaining Momentum Across Creative Projects

Post-publication, we continued pitching Kyle around Pride and AAPI identity, including Queer Asian Social Club, Asia America Podcast and AsAm News. We also secured local and community-focused coverage with APEX Express, SF Standard, Live in the Bay, Bay Area Young Adult Librarians, Examiner, KQED, Litquake’s Kidquake, Nob Hill and Atlanta’s RoughDraft.

By centering Kyle’s work around storytelling — not format — this campaign helped establish her as a creative force across mediums, setting the stage for future books, films and audiences well beyond her novel debut.

Turning Persistence into Prime-Time TV and Viral Influencer Success

Securing national television coverage is never guaranteed — especially when an author has already appeared on a major show. Liz Parker had been interviewed on The Kelly Clarkson Show three years earlier, but a return appearance required more than a reminder email. When promoting their new novel Witches of Honeysuckle House, our publicist approached the opportunity with careful timing and deep familiarity with the show’s tone.

By framing the book’s cozy fall atmosphere, mental health themes, witchy elements and sentient house — and tying it to Halloween and the renewed cultural excitement around Practical Magic — the pitch positioned Liz not just as a returning guest, but as a fresh, relevant voice. The result was a successful second appearance on The Kelly Clarkson Show, reaching a daily audience of more than one million viewers and giving the book a massive visibility boost.

Building Visual Buzz with a Standout Influencer Campaign

Alongside national media pitching, Books Forward designed and executed a high-impact influencer campaign centered on a beautifully curated swag box that reflected the novel’s magical aesthetic. The kits sparked enthusiastic unboxing videos and posts across TikTok and Instagram, with BookTokers and Bookstagrammers sharing the book with hundreds of thousands of followers (such as this one, this one, this one, thiiisss one, and many more!)

We built on the momentum Liz had from their previous book’s fandom, while also strategically utilizing a new audience of influencers to grow their readership and reach new genre enthusiasts.

Sustained Media Outreach Across Multiple Platforms

Persistence didn’t stop with one big win. We continued pitching across outlets and formats, securing thoughtful reviews in The Gloss and Chapter 16, inclusion on curated book lists like Book Riot and Goodreads, and in-depth interviews with outlets including BookTrib, The Nerd Daily and TAGG Magazine. Liz was also positioned as a reflective, insightful voice through guest essays in Writer’s Digest and Common Dreams, expanding their reach beyond genre readers into broader cultural conversations.

We also set up bookstore stock signings throughout Southern California, where Liz is based, to complement their packed launch event at Vroman’s and help pull more sales through for their launch. We were thrilled the book ended up becoming a SoCal bestseller.

A Campaign Fueled by Creativity and Follow-Through

This campaign succeeded because it combined creative strategy with relentless follow-up. From reopening a national TV opportunity  to building influencer excitement and maintaining steady media momentum, we ensured that Witches of Honeysuckle House was seen, discussed and celebrated across platforms.

Liz said, “Books Forward wasn’t only an excellent partner and advocate in promoting Witches of Honeysuckle House, they were as excited about the novel as I was. Their experience, unique promotional ideas, and standard of excellence positioned me for a new stage of growth in my career. I can’t recommend them enough!”

Guiding an 80-Year-Old Debut Author to Bestseller Success

When Alfred Nichols published his debut historical novel Lost Love’s Return at 80 years old, he proved it’s never too late to make literary dreams come true. Books Forward and our publishing branch, Books Fluent, partnered with Alfred every step of the way, from editing and cover design, to audiobook production and publicity.

The result? A true indie success story! Lost Love’s Return became an Amazon bestseller, earned more than 1,100 glowing reviews and continues to see organic sales growth years after release.

Building Momentum Across Formats

We ensured that every detail of Alfred’s novel — from the book’s interior layout to the audiobook performance — reflected his vision and the genre well.

Alfred was an excellent partner starting on the publishing side, being open to edits to shape the book for his audience, while staying true to his author voice and the story he wanted to tell.

Then we collaborated on a savvy publicity campaign to make his story stand out.

Part of that was landing a highly competitive Chirp feature, one of the most coveted placements for audiobook promotion. The listing quickly delivered results: more than 370 audiobook sales in just ten days!

Chirp sales were elevated by industry reviews we had preemptively secured for the audiobook, including praise from InD’Tale Magazine, which called narrator Eric Altheide’s work “stunning.”

A Partnership That Paid Off

Alfred himself was instrumental in the book’s success. His warm personality and personal outreach helped foster genuine relationships with readers through book clubs, social media groups and online discussions. His engagement inspired new reviews and conversations that sustained momentum long after publication.

In fact, when readers began asking about the fate of certain characters, Alfred decided to reward their curiosity. He worked with our Books Fluent team to update the book post-publication with a heartfelt new epilogue.

“I’ve been blessed to be associated with some classy folks in my 80 years, but none more so than my Books Fluent and Books Forward team,” Alfred said. “I especially loved seeing the power, influence and talent of my wonderful Books Forward team! Never made a better investment. People love playing on a winning team—I definitely found one!”

Securing and Maximizing a National Television Feature

When Reginald L Reed Jr. approached Books Forward about his true crime memoir The Day My Mother Never Came Home, we knew his extraordinary story deserved national attention.

To promote his book and amplify Reggie’s message of resilience and healing, we implemented a media strategy that helped secure a variety of national coverage, including one of the biggest true crime platforms in the country: a full-length episode of 48 Hours dedicated entirely to Reggie’s story, boosted on CBS Mornings.

An Epic Campaign, and Just the Beginning 

Before we secured 48 Hours, Books Forward had already confirmed strong national and local media for Reggie, including features in Newsweek, A&E True Crime, Rolling Out, Texas Standard, San Antonio Report and Watch Daytime, along with appearances on topic-relevant podcasts like True Crime Garage and A Trauma Survivor Thriver’s Podcast.

In addition to the interviews and feature stories on Reggie and his memoir with a variety of print and broadcast platforms, bookish media like Shepherd, Crime Reads and Publishers Weekly also championed The Day My Mother Never Came Home.

Amplifying a Major Media Win

The 48 Hours feature — titled after his memoir — was a high-impact opportunity. So ahead of the air date, our team revamped the book’s retail pages and Reggie’s author website, double-checked his book’s distribution platforms to be sure everything was still set up and functioning properly to handle book sales (especially important as an indie author), and prepared a targeted media list so we could move quickly when CBS confirmed the episode’s air date.

With the air date announced, we launched a coordinated campaign to leverage the national attention. We reached out to bookstores about new stocking and signing opportunities, coordinated renewed media interest and promoted the 48 Hours coverage across our social media channels, engaging and sharing CBS’ posts to boost visibility.

A Story That Resonates

Media interest surged again, with new features from AOL News, The Advocate, San Antonio Express News, LADbible and more. The episode received high visibility on Paramount+ and CBS, and was promoted to CBS’ millions of social media followers on Facebook, Instagram and TikTok, with more than a dozen posts.

Thanks to a mix of thoughtful pre-launch preparation, nimble media strategy and Reggie’s authentic voice, we were able to help Reggie’s story reach viewers and readers nationwide. From TV interviews to book club discussions to store signings, his message about grief, healing and reclaiming one’s narrative continues to resonate. We’re proud to have helped amplify his voice — and honored to have played a part in bringing his powerful story to readers across the country.

Leveraging TikTok to Grow a Fanbase

For many authors, social media is an afterthought — but for Tim Facciola, it became an integral part of his book marketing strategy. With Books Forward’s guidance, Tim more fully embraced TikTok as a platform for engaging with fantasy readers and adapting viral trends for his readership — ultimately fostering a dedicated online fandom. His commitment to social media, coupled with our targeted strategy, helped him grow his audience and drive positive reviews on Goodreads and Amazon.

A TikTok Strategy Built for Engagement

When we began working with Tim, he was already posting content, but we knew that a more strategic approach could maximize his reach particularly as an author. We conducted a full BookTok audit, providing him with a customized roadmap to expand his presence.

Our strategy included:

  • Trend Tracking & Content Creation: We sent monthly roundups of emerging TikTok trends, offering tailored suggestions on how Tim could create content that aligned with his book and author brand.
  • Hashtag Optimization: We advised him on how to better optimize his hashtag use, ensuring that his content became easily searchable for potential readers.
  • Community Engagement: We sent a personalized list of key BookTokers for Tim to follow and interact with, building relationships with content creators who could authentically help amplify his reach.
  • Thematic Content: Since Tim’s book featured gladiators and Ancient Rome, we encouraged him to create content around historical combat, weaponry and even critiques of Gladiator I and II — capitalizing on trending topics in media and history communities.

Measurable Growth and Book Promotion

Tim’s dedication to the platform paid off. His TikTok following has grown by more than 35% since we began working together.

His momentum also helped Books Forward secure media features in outlets like Famous Writing Routines and Am Writing Fantasy, as well as with major BookTubers.

The exposure also increased his Goodreads and Amazon reviews, helping to further establish his book’s reputation and visibility.

The Power of an Author-Driven Campaign

While Tim did the heavy lifting of content creation, Books Forward provided the framework, strategy and support that allowed him to maximize his efforts.

His success highlights the power of a collaborative social media strategy — where the right guidance, combined with an author’s authentic engagement, can transform online presence into real-world influence. By working with Tim to harness the potential of BookTok, we helped him develop an engaged community that will continue to grow with his career.

Evolving “Thought Leaders” into “Industry Authorities”

The term “thought leadership” has become passé, and we’re always helping our clients stay ahead of cultural shifts and connect deeply with their target audiences in new ways, as established “industry authorities.”

Justin Dauer: Designing a New Way to Connect with Audiences

When the pandemic curtailed in-person events, we helped designer and author Justin Dauer—a passionate advocate for human-centered workplace culture—become one of the first to take advantage of virtual opportunities. We reached out to design organizations U.S.-wide, securing Justin guest article opportunities with design leader UxMatters, which led to an invitation for Justin to be a keynote speaker at international design conference UXPA (still virtual at the time) and many other speaking invitations. The events expanded Justin’s global reach, proving that a creative approach can build long-term authority in any industry.

Chuck Wallington: Growing Leadership in Niche Spaces

For Dr. Chuck Wallington’s book, A Seat at the C-Suite Table, we identified niche-but-influential platforms that aligned with his focus on leadership and representation. We secured coverage with outlets like The HBCU Career Center, podcasts like “You Belong in the C-Suite“, his local TV Fox 8 and more. Our outreach also extended to organizations like the National Association of Black Journalists, where Chuck’s speaking engagement promises further opportunities. Targeting topic-relevant spaces where his expertise would resonate most, we positioned Chuck as a leading voice in corporate diversity, paving the way for ongoing media features, including a USA Today article.

Alice LoCicero: Creating Influencers with Real-Time Relevance

When psychologist Alice LoCicero’s book on terrorist recruitment coincided with the Boston Marathon bombing trial, we helped her provide her timely, valuable expertise with major media. We connected Alice with journalists covering the trial, positioning her as a trusted source for expert commentary on the motivations and psychology behind acts of terror. This real-time relevance established Alice as a go-to authority for media outlets seeking nuanced perspectives on terrorism. Securing the perfect timing strategically secures our clients’ reputations as industry experts whose insights resonate far beyond a book’s publication date.

We help our clients enter the new age of “industry authorities” first. Whether through virtual events, niche platforms or real-time media commentary, we help authors connect authentically with their audiences, establishing their authority in ways that feel modern, dynamic and impactful.