How does a book publicity firm decide which authors to represent?


Many writers dream of publishing a book, but few realize that publishing is just the first step in a dynamic journey of getting your book in front of–and loved by–readers. Our book publicity firm Books Forward has represented more than 700 amazing authors during our 20 plus years in business, and a question I hear frequently is “How do you decide which authors you represent?”.

We are so lucky to hear from incredible authors every day interested in using our services. While we wish we could help everyone (seriously, I’d love to help every writer fulfill their biggest book dreams!), we have to be selective about the authors we represent for a number of reasons. And with thousands of books launching daily in the U.S. alone, I want to share our selection process with writers so they can make the smartest, best choices before querying publicists for representation.

Our team at Books Forward choose the authors we represent by asking ourselves the following questions:

First and foremost, are we excited about the book? As avid readers ourselves, we love great books, and we read a lot of them! Our team has diverse reading tastes, so we embrace a variety of genres and content, but across the board we are looking for books that pull us in and keep us hooked.

Do we see specific ways to promote this book to its target audience, and help it stand out among the competition? We want to help our authors reach as wide an audience as possible, but we also want to help them reach their specific target audiences–aka the readers who gravitate towards (and are engaged enough to buy) this specific type of literature. The better we understand a book’s target audience, the better we are able to help get that book into the hands of fans.

Does our team have experience in this genre? Can we bring our A-level expertise to this project? We always want to bring our best to every project. We’ve worked with all kinds of authors in almost every genre, and our publicists and digital strategists each specialize in different areas. We always consider if we are a strong match for a campaign, and if we’re not, we may refer authors to another firm. We’re always transparent about the best options for them and their books!

Will the author be a partner in publicity? We bring a vast amount of work and expertise to every campaign; however, publicity is a partnership. We are looking for authors who will be available for interviews, open to writing guest articles, active on social media and willing to promote the book to their own networks. We want our books to succeed, and author participation is essential for establishing a brand and a loyal readership.

Will the author have awesome goals, but also realistic expectations? After more than two decades in the publishing industry, we have seen (and continue to see!) publishing evolve constantly. The industry is more competitive than ever, and we seek to partner with authors who understand that the promotional tactics that worked even just 1-3 years ago may no longer be as effective. Our best clients are those who are open to trying promotional strategies that are innovative and out-of-the-box, as well as tried-and-tested publicity tactics.

Is there a budget in place for publicity and marketing? If they are indie publishing, are they willing to work with a book-specific editor and designer to get the book into the best shape possible? While we always seek to find promotional solutions that work within an author’s specific budget, quality publishing and promotion requires both time and money. A book is, in many ways, a product–and cutting corners reduces the quality of the product, as well as its ability to reach its target market. We look for authors willing to invest time and resources to publish and promote their book, so that together we can give each title its best chance of success.

And lastly, does this book help move the world forward? Here at Books Forward, we want to represent books that elevate voices from a diverse group of authors, break barriers in the publishing industry and convey a story that will resonate with readers. We’ve been fortunate to work with so many authors who are doing just that–and we are thrilled and grateful to continue representing incredible, innovative authors for years to come.

I hope this helps you on your journey to publishing and planning promotion for your book!

This post originally appeared on https://www.teenink.com/ in July 2021.

Marissa DeCuir is the president and partner of Books Forward publicity and Books Fluent publishing. As a former journalist, she’s always looking for the best hooks to utilize in author publicity and book marketing and believes in taking a personal and strategic can-do approach to help authors reach their goals.


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