Case Study Category: Debuts and Author Brands

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.

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.

Lois Melbourne’s journey from tech CEO to debut author is a testament to how professional experience can enhance an author’s promotional campaign, including in fiction! Lois and her husband Ross’ co-written novel, Moral Code, used her deep understanding of artificial intelligence and ethics to craft a compelling sci-fi narrative, and we leveraged that expertise to connect her with media and audiences passionate about STEM and storytelling.

From Tech Leader to Storyteller

Our campaign focused on emphasizing Lois’s unique perspective as a female tech CEO-turned-author. This approach led to standout guest article placements, such as “Ethics, Equity, and Women in STEM” on Book Club Babble and “Representation Matters” on Girl Talk HQ. These pieces showcased her commitment to encouraging women in STEM while connecting her to readers interested in tech and ethical AI.

Interviews with outlets like Authority Magazine, Women in STEM Podcast,Conversations on Applied AI Podcast, Ordinarily Extraordinary Podcast and My Best Friend is an Engineer Podcast allowed Lois to share her insights on technology, ethics, and her transition into fiction writing. Meanwhile, strong reviews from influencers like She Just Loves Books, Grace the Biochemist, and Frost Galaxy brought her novel to life for readers, building momentum across social media.

Lois’ enthusiasm for STEM advocacy translated into speaking engagements, such as at the iconic Wild Detectives bookstore and an event with “Girls in STEM Dallas.” These appearances highlighted her dual role as an author and STEM mentor, expanding her audience while inspiring young women in tech.

A Dynamic Campaign with Tangible Results

This campaign demonstrates how even fiction authors can leverage professional expertise to create meaningful connections with media and readers. By blending Lois’s passion for storytelling with her STEM background, we helped position Moral Code as a thought-provoking novel that bridges technology and humanity. Together, we proved that an author’s career experience can open new doors, and hook great media in fresh ways!

When Lori Rader-Day joined our Books Forward family in 2014, we knew she was one of a kind. Her debut mystery novel The Black Hour won starred reviews in Booklist, Publishers Weekly and Library Journal, and her writing has since been honored by the Edgar, Macavity, Thriller, Barry, and Mary Higgins Clark Awards. For the past five years, we have been honored to help her build her brand (including four subsequent releases!), and to come alongside her amazing efforts to ensure her books get the recognition they deserve.

During Lori’s first epic book tour around the Midwest, we helped confirm her status as a star on the rise by securing local media coverage around her events, building buzz at her various tour stops. Awards recognitions can also help grow a new author’s reputation in the industry, so we managed nominations for an Indie Next Pick, and celebrated with her when she won!

Now, we are continuing to help grow her author brand and expand her fanbase by targeting well-known literary events with established audiences. Lori’s made the long journey from first-time novelist to established author, and we are looking forward to seeing where her literary career takes her next!

When we were first introduced to J. Elle, we knew we had someone really, really special on our hands. Our communications began when she was beginning to build her author platform, and she eventually sparked a firestorm of interest when she participated in #DVPit, a Twitter book pitching event for historically marginalized voices. Her tweet landed her a six-figure contract with Simon & Schuster for her debut WINGS OF EBONY duology. Six months after her first contract, Elle sold a second fantasy duology at auction to Bloomsbury Publishing. She was beginning her publishing journey with a bang!

But building a lasting brand is a marathon and not a sprint, which is why we were thrilled to partner with Elle to help position her as a powerhouse author who is here to stay.

For her debut novel WINGS OF EBONY, we introduced Elle to TikTok, as we recognized early on that the book community on the app (which was rapidly expanding due to lockdowns in 2020) could be a powerful promotional audience for an up-and-coming YA author like Elle. We helped guide her in how to make the most of the app’s features, and we celebrated with her when she experienced her first viral video! We also made the most of the hyper-targeted, personalized pitching Books Forward is known for, garnering media interest not just from traditional book outlets, but national coverage in Essence, The Root and Ms. Magazine, as well as local features in the Houston Chronicle, Houston Public Radio and Houston Life.

We were elated when WINGS OF EBONY became an instant New York Times bestseller — and when we partnered with Elle for Book 2!

For her next book ASHES OF GOLD, we doubled down on savvy, targeted media pitching that capitalized on the success of Elle’s debut. The media responded with enthusiasm, as we secured coverage in major outlets including The Mary Sue, Belletrist, Yahoo, Tor, Mother, The Young Folks, Bustle, Frolic and more. And booksellers championed her work as well. We helped coordinate a nationwide multi-indie bookstore event where stores from every part of the country – including Oblong Books in New York, King’s English Bookshop in Utah, Jackson Hole Trader in Wyoming, Wonders of the World in Mississippi and more – hosted a poignant discussion with Elle and other powerhouse authors on Black love being a cornerstone in Black history.

We also provided weekly customized TikTok guidance for Elle to grow her brand and connect with a dedicated audience, with advice about the latest trends and recommendations for video ideas she could use.

Once again, we were thrilled to celebrate every success with Elle — including when she was named a 2022 NAACP Image Award Nominee for Outstanding Fiction for Teens!

There’s so much ahead for this incredible author. Her star is only rising, and we can’t wait to see more and more readers fall in love with Elle and her books!

A book tour can be a great way to make a splash, and when you’re working with an author as great as Jenny Milchman — it’s an opportunity to create a tsunami! 

Books Forward helped Jenny launch her highly anticipated thriller, Cover of Snow (Ballantine Books), at the venerable Mysterious Bookshop in Manhattan. Next, we arranged for her to speak to hundreds of bookstore owners and booksellers at the Southern Independent Booksellers Association trade show. Jenny and her novel made a lasting impression; more than a dozen bookstores requested her for events! Although Cover of Snow takes place in upstate New York, the SIBA booksellers fell in love and hand-sold the thriller so that it hit the SIBA bestseller list right out of the gate. 

And that was just the beginning; Jenny is an all-star networker, and she ultimately received 300 bookstore event invitations thanks to her extensive list of contacts that she cultivated in the book industry. She partnered with us on what Shelf Awareness dubbed the “World’s Longest Book Tour,” as she and her family hit the road for an epic cross-country tour over nine months. Our team worked tirelessly alongside Jenny to garner local media attention in every city and town she visited.

After her first epic trip, we teamed up again for the launch of her second book and a brand new tour opportunity: “100 Events in 100 Days.” We assisted with event organization, coordinating private book parties and dinners for her in multiple cities. We also secured reviews and media coverage for Jenny’s amazing efforts. Not only did she get to make new connections and meet tons of her reader fans, but it was like a homecoming when she returned to the independent bookstores who supported her from the start. 

Today Jenny is a USA Today-bestselling and Edgar Award-winning author. We’re thrilled to report that her current publisher has recognized the value of her book-touring skills and sponsored an extensive national tour for her latest novel! 

These days, writing an incredible book is only the first step; authors must also be willing to throw as much energy into promoting a book as writing it in order to be successful. When you make the effort to personally connect with readers and booksellers, and grow your network, the results can be amazing!

LS Hawker is the USA Today bestselling author of the thriller novels The Drowning Game, Body and Bone and The End of the Road, all published by HarperCollins’ Witness Impulse. The Drowning Game was a finalist in the International Thriller Writers “Best First Novel” Awards category, and her books have been translated into eight languages. 

After releasing three novels with a major publisher, LS made the jump to independent publishing for her fourth book, a prequel to her USA Today bestseller. Despite changing her publishing strategy, LS wanted to maintain high-level promotion.

Books Forward designed a campaign that would target high-profile genre reviewers and influencers. We arranged coverage with Killer Nashville, Criminal Element, The Crime Fiction Lounge Podcast and influential mystery Bookstagrammers. We also secured interviews for LS in multiple local papers and on local radio so she could continue to expand her sizeable homebase of fans in Colorado.

We targeted local events, organizing speaking and teaching opportunities for LS at local literary festivals and workshops. She became an in-demand speaker in no time! We organized her launch party at Tattered Cover in Denver, one of America’s most prestigious independent bookstores, as well as a speaking opportunity with USA Today’s Storytellers Project.

For many authors, indie publishing can be a way to take creative control of their careers, and it does not need to mean sacrificing prestige. In this case, the LS Hawker reputation only continues to grow!

Immigration issues made headlines on every news station in the months surrounding the release of Chaithanya Sohan’s America Deconstructed, a collection of personal stories from immigrants to the U.S. While much of the national news coverage devolved into debate, Sohan’s book brought a human perspective to the conversation. Her fresh approach to a timely, trending news topic gave her publicity campaign three major advantages.

Because Sohan is an immigrant herself, Books Forward underscored her expertise on the immigrant experience, ensuring her personal story and dedicated research would truly shine. Her guest articles on her experiences were particularly well-received by Women Writers, Women’s Books and Girl Talk HQ. 

We also promoted Sohan’s book as a featured pick within #ownvoices, a trending online social movement that highlights diverse voices in literature. We targeted outreach to Bookstagrammers who were part of this ongoing push for diverse, inclusive lit. These influencers responded with overwhelming excitement and support for America Deconstructed, helping to generate lots of buzz around the launch. 

By strategically using the author’s expertise on a subject in the national news cycle, we were able to ensure her work received the visibility it deserved and made a lasting impact.

A book can do so much more than launch your literary career; it can boost your business as well! 

The Books Forward team was thrilled to help Dr. Tiffany Breeding grow her platform as a health expert with the launch of her book, The Metabolic Makeover. With a PhD in Health and Human Performance, and a Masters in Kinesiology/Performance Psychology, “Dr. Tiff” combined exercise, dieting and intention into a transformative strategy for healthy living. Her goals were focused on increasing her local private fitness clients through the sale of her book and growing her fitness brand through publicity. 

We set to work creating a brand-building campaign that resulted in both national and local media attention. We coordinated an interview with NBC, arranged an expert Q&A with Sanctuary magazine and organized a SiriusXM radio tour that solidified her as a credible fitness expert in the national eye. 

Since her customers were primarily Nashville-based, we secured solid local coverage with Nashville Fit magazine, Nashville Lifestyles magazine and News Channel 5’s “Talk of the Town,” one of the city’s most popular morning television programs. We even snagged a feature for her in one of the debut issues of Nashville’s newest lifestyle and health magazine, Nashville Edit. And, we partnered her with local online influencers, fitness Instagrammers and lifestyle bloggers for a big online / social media boost. 

We are happy to see Dr. Tiff’s brand and business continue to skyrocket. With a little savvy promotion, she was able to get the visibility her business deserves!