One of the easiest ways to get publicity is to subscribe to the free services that help journalists find sources to interview for articles, news reports, podcasts, and blog posts.

Journalists submit a “query” – a description of what they’re looking for – and appropriate sources who subscribe to the services respond with the information requested.

For this roundup article, I used one of the newest of these services, Source of Sources, to ask publicists, entrepreneurs, and others to share their best tips for getting news media attention – publicity.

Their responses are spot-on. (I’m a national award-winning former publicist and the author of two traditionally published publicity books, so this is a topic I know well.)

Here’s what they told me. Use their expert publicity tips to get more visibility for you and your books.

Link your book to current events (“newsjacking”)

“Use timely news hooks to get media attention. Tie your product to current events or trending topics relevant to your industry. This creates a sense of urgency and makes your pitch more appealing to journalists looking for fresh, timely stories.”

Casey Meraz, CEO, Juris Digital

“I want to pitch my book as it relates to the Democratic National Convention and/or students heading to college in the fall. Since my book focuses on ways to calm the mind and body, the pitch will focus on how we can collectively harness our senses and create habits to combat the stressors we know are coming our way in the coming weeks and months.”

Megy Karydes, Author of 50 Ways to More Calm, Less Stress: Scientifically Proven Ways to Relieve Anxiety and Boost Your Mental Health Using Your Five Senses

“Start by searching for breaking news in your area of expertise, using Google Alerts to see what’s breaking right now. Then identify the problem or issue, and write a brief blog post describing what you’d say to a media interviewer about the breaking news. Pitch yourself as a subject-matter expert to media decision-makers, positioning yourself [by sharing a link to the post] as being able to explain this to the media booker’s target audience.”

Ned Barnett, Founder, Barnett Marketing Communications

“Identify the connective tissue that links your story to what’s in the news right now, so that you are helping reporters bring a new angle to what they must report on anyway. When you help reporters with their homework, they are happy to hear from you.”

Daniel Delson, Head of Media Relations, Magnitude, Inc.

See yourself as an expert and authority

“Don’t forget to focus on yourself as an expert and authority in your industry, as well as on your book. Journalists are always looking to quote fresh faces and support solopreneurs and small business owners in their articles, as that’s who their audience wants to hear from. Focus on the media outlets that create content for the same audience as you as you’ll soon notice an increase in website traffic, social media followers and sales enquiries.”

Laura Perkes, Founder, PR with Perkes

“One of the best avenues for non-fiction authors is to look at themselves as a subject matter expert first and as an author second. What expertise can you share that will be of interest to both a journalist and their audience? How does it relate to current events or bigger topics? The goal is to educate and if the information is surprising, interesting or unique, you’re in better position to drive potential audiences to want to learn more through your book.

“For fiction authors, consider your personal story. Why was the book written? What may be unique or interesting in your own life? How might the book tie-in to bigger events of the day?”

Ryan Gerding, President and COO, INK Inc. Public Relations

Target the right media outlets

“Target niche media outlets that directly serve your audience’s interests. They’re often more open to unique stories and can provide more meaningful coverage. A tailored pitch that resonates with their specific focus will stand out and increase your chances of getting noticed.”

Andrew Grella, CEO, Formen Makeup

“Before you send any pitches to media, research the right journalists and tailor your pitch based on what they cover and what kinds of story they typically write. For example, don’t pitch a feature idea to a journalist who only writes roundups. Do your research up front and it will pay off.”

Haley Adams Raymond, Freelance PR Strategist

“Getting media attention for your product is the result of executing the three ts – sending the right topic (your product) at the right time (when your product offers new value to consumers) from someone with the right title (your company) to the right outlets (those whose audiences care about your product). Don’t send your product news to outlets that don’t have relevant audiences. It won’t work, and you’ll waste your time.”

Dustin Siggins, Founder, Proven Media Solutions

“Find a radio station or TV station that has an audience that would like your book, and contact them and offer yourself as a guest. When my first book was published, The New Retirement: The Ultimate Guide to the Rest of Your Life, I did cold-calls to radio and TV stations and asked to be on their shows. 

“I was able to find ‘Boomer’ oriented radio shows looking for guests, and I also appeared on the Tyra Banks show and was on ‘Fox and Friends’ twice.  It helped that I have an unusual habit – I can speak backwards fluently.  Radio hosts and Tyra’s producers were interested in my strange ability, and I was able to talk about my book, too.”

Jan Cullinane, Retirement Speaker, Author, and Consultant

“Before you send out any pitches, know your audience and know the media they consume. If you make organic cat food, don’t send your press release, and offer of samples to Dog Magazine! I know that sounds simple and daft but as someone who has worked in the world of PR for nearly 30 years, I see rookie mistakes over and over again and It doesn’t have to be that way.

“Yes, I know you want to get into the press, and you want your products and services to be seen by more people, but you need to put in the work and understand what your people read, watch, and listen to and then research those outlets.

“Read The New York Times, watch CNN, and listen to the podcasts and once you are confident there is a match, find the contacts and pitch.”

Natalie Trice, Fractional Head of PR and Communications, Natalie Trice Publicity

Pitch with statistics or something counterintuitive

“Use research to grab attention: Beyond having an intriguing topic and a compelling point of view, proprietary research is critical to capture interest from media – and validate an author’s messaging. If an author’s research produces counterintuitive findings, that’s all the better.

“When publicizing The 4 Factors of Trust, sharing proprietary research from the book opened many doors for the authors to be interviewed by and contribute bylined articles to high-impact business news organizations and podcasts.”

Veronica Zanellato Kido, Publicist, Kido Communications, LLC

“The most powerful way is to leverage timely, data-driven insights that somehow challenge conventional wisdom. Journalists love fresh takes and surprising stats.

“Conducting original research or digging through existing data in new ways will turn up compelling narratives that resonate with the media, setting your product as a solution to newly revealed problems or trends.”

Kevin Shahnazari, Founder and CEO, FinlyWealth

Think in headlines

“When brainstorming product pitches, thinking in headlines will not only get you to dive deeper into why this product is relevant and timely, but will also force you to examine whether this really aligns with the reporter to whom you are pitching.”

Jian Huang, Principal and Co-Founder, pH Collective

Link to a cause, nonprofit, or community event

“Aligning your product with a meaningful cause can grab the attention of news media. When your company supports or collaborates with a cause that resonates with the public, it tells a story that’s newsworthy and impactful. This authentic engagement can turn heads and make headlines.”

Will Yang, Head of Growth and Marketing, Instrumentl

“Combine services with community-driven art. In one instance, we partnered with local artists to put up a mural at a repair site, targeting headlines in both artwork and our services. This unusual mix of fixing and art not only captured the headlines but also brought out the spirit of communal involvement and innovation that defined our narrative.”

Kyle Leman, Business Growth Expert, Founder, Crossroads Foundation Repair

Think like a journalist

“After spending more than a decade in newsrooms, I know that editors and journalists are not looking to do you or your company any favors. They are looking to achieve their own objectives, so when you’re pitching them, think first of what will help them the most and how you can connect that to your objectives.

“Keep the pitch brief and easy to understand, but include additional information after your signature (that you can refer to in the body of the email).”

Eric Schultz, Co-founder, World’s Fair Communications

“It’s very important for authors, or anyone seeking publicity, to think like a journalist. So we need to distance ourselves a bit from the work and our personal connection to it and try to ‘sell’ the bigger story that will be of interest to a larger audience and serve a journalist’s needs.”

Ryan Gerding, President and COO, INK Inc. Public Relations

Include a human interest element

“Leverage a compelling human-interest story. Journalists and editors are always on the lookout for stories that resonate emotionally with their audience. By showcasing how your product has positively impacted someone’s life or solved a real-world problem, you create a narrative that not only attracts media interest but also builds a deeper connection with your audience.”

Burak Ozdemir, Founder, Morse Decoder

“Pitch a story that highlights a compelling human interest angle. Focus on an individual whose life significantly improved because of your product. Journalists love narratives that engage readers emotionally and show real-world impact.”

Andy Gillin, Attorney and Managing Partner, GJEL Accident Attorneys

Be a reliable resource

“Show up as a resource to journalists. Meet their deadlines, support their work, and go above and beyond to get them the information they need for the story.”

Jordanne Pallesen, Owner, Julep Publicity

React to negative news

“The news media tends to focus more on negative stories. You can leverage this tendency to gain publicity to your advantage. For example, you can position your company as the solution to a widespread problem highlighted in negative news stories.”

Harrison Tang, CEO, Spokeo

Pitch with the right tools

“Use media alerts and tip sheets to grab news outlets’ attention. These quick, informative releases highlight the most newsworthy aspects of your product, making it easy for journalists to cover your story. Send them out ahead of major events or product launches to maximize impact.”

Andrei Newman, Founder, Designer Home Spas

Leverage seasons, holidays, and occasions

“One of my favourite creations was a news release promoting a license-free weekend of winter ice-fishing, which happened to line up with Valentine’s Day, titled ‘Love on the Ice.’ Beyond being fun to write, we spent lots of time blending the usual need for a cabinet minister’s quote with humour and creating a picture of the romantic experience.

“While intended for a small provincial audience, this release went across the country and landed on the national news broadcast.”

Tim Conrad, President, Butterfly Effect Communications Inc.

“Play off seasonal trends to create timely stories worth sharing. For example, we capitalized on Earth Month by offering eco-friendly gardening tips, aligning our area of expertise with a larger, timely narrative.”

Samuel Davis, CEO, London Gardeners

(Editor’s note: Get a list of quirky August holidays and occasions plus ideas for using them to call attention to your book here.)

Just ask for it

“Ask for the coverage. I spent nearly 20 years in television. If a business owner or entrepreneur was bold enough to ask (pitch) me for a story and we could craft one with solid viewer benefit, then I was all in.”

Michelle Rupp, Owner, Memorable Results Media

Play up any and all local angles

“Show how your product is produced either locally or nationally, as the media always likes a made-in-America story or one about a company creating jobs locally.”

David Johnson, CEO, Strategic Vision PR Group

Create an event

“Events are excellent drivers for media coverage from print, digital, and importantly, broadcast. Readings, signings, speaking engagements, etc. open the door to multiple opportunities for media.

“While bookstores can be great location partners, also consider libraries, community and faith centers, restaurants and cafes, and other like-minded retailers.”

Deborah Brosseau, Owner, Deborah Brosseau Communications

Include all necessary details

“To make your product shine in pitches to journalists, ensure you include all the details. Share hyperlinks to your product on Amazon and your website, and mention the price.

“Provide a link to a high-res image on Dropbox or Google Drive and embed a low-res image in the email to catch their eye right away. Remember, no attachments.”

Amy Bartko, Founder, Chatterbox PR & Marketing

Focus on audience benefits

“The media is confronted with numerous pitches on new products and services.  The way to make your product stand out and get media coverage is to show how it is a solution to a problem that journalists have written about. You want to provide the problem, why this is a problem, and how your product provides the solution.”

David Johnson, CEO, Strategic Vision PR Group

“Viewer benefit is huge for me. As I stress with my clients, we do not ask for a free commercial. We are teaching, demonstrating, or educating viewers. Then we have a story worthy of asking for coverage.”

Michelle Rupp, Owner, Memorable Results Media

More publicity tips and tools

You’ll find lots of other publicity tips on this site, too. Here are a few to get you started. Using the search box for “publicity,” “media,” and “pitch” will help you uncover more.

• 4 book publicity facts that will help you succeed
• Tip sheets: How to create the best book publicity document you’ll ever need
• Sell more books in your backyard with these local book publicity tips
• Trade journals: The book publicist’s secret weapon

Have you gotten news media attention? How did you make it happen? Please tell us in a comment!

Ahhhh, August.

It brings with it the last 11 days of the 2024 Summer Olympics and the dog days of summer.

For many Northern Hemisphere families with school-age children, it’s also back-to-school shopping time.

August is when many in Europe enjoy holiday time off, too. The same goes for the U.S., where people take advantage of a typical business slowdown before things kick back into gear in September.

August also offers lots of quirky and unexpected holidays and occasions you can use to have more fun than usual with your book promotion.

How to take advantage of August book promotion opportunities

What’s the best way to take advantage of so many fun August book promotion opportunities listed below?

Once you identify those occasions that are a good fit for your book or promotion goals, how can you use them?

Here are a few examples to get you started.

August is Romance Awareness Month

If you’re a romance writer, this is your time to shine!

Think of the potential! How about polling your social media connections and newsletter subscribers about their most romantic experience ever? One of them might even inspire a book!

• Ask them to tag you in a written post or in a social media video where they describe it, or to reply to your email newsletter request.
• Turn snippets of their responses into social media quote graphics you can sprinkle out for days or over coming weeks.
• Use what you learn from trends in responses to create a tip sheet about how to be more romantic that you send to the media, bloggers, and podcasters.

August 4, International Forgiveness Day

Are you a yoga or meditation instructor, or a lifestyle coach?

Is forgiveness a theme in your novel or children’s book?

Use this occasion to help people learn how to forgive those who have hurt or harmed them. Here are a few ideas:

• Create a short, instructional video for social media.
• Host a short, live training webinar.
• Create an Instagram carousel post with the steps to follow.

August 17, National Thrift Shop Day

Is one of your novel’s characters uber-thrifty?

Are you a financial advisor?

Do you write about upcycling, re-purposing, or sustainability?

According to the 2024 ThredUp Resale Report, the global used apparel market is growing three times faster than the overall global clothing market.

Leverage this trend to:

• Create social media images and posts about how to shop at thrift stores.
• Share images of your favorite thrift store finds.
• Create a YouTube video showing how you upcycled a thrift store gem.

Keep in mind, too, that variations on what you might do to link your book to National Thrift Shop Day might also apply to National Garage Sale Day happening a few days earlier on August 10.

Your August book promotion opportunities

Here’s a partial list of the august August marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Romance Awareness Month
• August 1 Mountain Climbing Day
• August 1 National Girlfriends Day
• August 1 Mahjong Day
• August 2 Find a Four Leaf Clover Day
• August 4 Friendship Day
• August 4 International Forgiveness Day
• August 4 Sisters Day
• August 5-11 National Simplify Your Life Week
• August 6 Wiggle Your Toes Day
• August 8 Happiness Happens Day
• August 10 Lazy Day
• August 10 Middle Child’s Day
• August 10 National Garage Sale Day
• August 12 National Vinyl Record Day
• August 12 World Elephant Day
• August 13 Left Hander’s Day
• August 15 Relaxation Day
• August 16 National Tell a Joke Day
• August 17 National Thrift Shop Day
• August 17 Neighbor Night
• August 20 World Mosquito Day
• August 21 National Spumoni Day
• August 22 National Tooth Fairy Day (and/or February 28)
• August 25 Kiss and Make Up Day
• August 26 National Toilet Paper Day
• August 31 National Eat Outside Day

Be sure to check out the list of book-related occasions during August in our 2024 literary calendar, too.

Which of these crazy August occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way? Please tell us in a comment.

Op-eds – opinion essays that appear opposite the editorial pages of newspapers – are powerful communications tools for authors with an informed opinion on a current topic in the news.

An op-ed column or essay lets authors and others use the power of their words to influence opinions on a topic by making an argument for a particular perspective or solution.

Publishing an opinion piece also gives you a chance to call attention to your book when you include the title in your author credit at the end of the essay.

Pre-write your op-ed column or essay

Writing and placing an op-ed often requires waiting for a big news story that provides the timely hook you need to get an editor’s attention, then quickly cranking out that essay and getting it to the editorial page editor immediately.

It has to run when the topic is still in the news.

It can be hard for a busy author to react with speed, though. Not everyone can drop everything and write an effective op-ed after learning about a breaking story.

There’s an easy solution to that problem, though: Have at least one op-ed written in advance to use when a news event brings your op-ed’s topic to the public’s attention.

When news breaks, simply customize your op-ed column for the situation so it appears fresh and timely.

Learn by studying published opinion pieces

Haven’t written an op-ed or opinion essay before? Start by studying some that have been published already.

Review what your local daily newspaper has published recently so you have a sense of that outlet’s style and preferences. Then look at op-eds in high-profile publications such as USA Today and The Los Angeles Times.

Note rhythm, pattern, and flow. They will guide your own writing process while ensuring that your op-ed is accepted for publication.

Once you’re familiar with how they’re written, you’re ready to craft yours.

10 tips for a perfect op-ed column or opinion essay

These 10 tips for writing effective op-eds will help you begin to master the craft so you have one on hand that you can update according to the trending news story for immediate publication.

1. Read the publication you’re submitting to.

Study its style and tone, as well as the types of op-eds it typically runs.

2. Follow your target publication’s op-ed/essay guidelines.

On its website, the Op-Ed Project (more on that below) lists guidelines for most daily newspapers that publish op-eds.

Your target publication isn’t on that list? Search the site, or Google the publication’s name plus “op-ed guidelines.”

Can’t find guidelines, but you know the outlet runs op-eds? Call or send an e-mail to request them.

One point on following the publication’s guidelines: Do it. I know that seems obvious, but I also know that some believe “the rules” don’t apply to them.

They do.

3. Determine your goal.

What do you want to achieve with your op-ed?

Do you want people to behave differently or take a specific action?

Knowing what you want to accomplish will give you focus and a clear starting point.

4. Select one message to communicate.

Op-eds are typically 800 words or less.

You might think that gives you more than enough room to make your case.

If you’re anything like me, when you start writing about something you’re passionate about, you’ll hit 900 words when you’re still warming up.

In reality, 600 to 800 words is just long enough for you to make your case for one solid message, and too short for anything more.

5. Be controversial.

Editors like essays with strong opinions that will spark conversation.

So do radio talk shows. That means you can use your published op-ed to pitch radio talk show producers and hosts on a conversation about your essay topic.

6. Illustrate how the topic or issue affects readers.

Are you familiar with “WFIM?”

WIFM is the copywriter’s acronym for “What’s in it for me?” Grab attention quickly by making your piece relevant to readers.

Put a face on the issue by starting your essay with the story of somebody who has been affected.

Or, begin with an attention-getting statistic that will surprise people or make them think.

7. Describe the problem and why it exists.

This is often where you can address the opposing viewpoint and explain your group’s perspective.

Don’t overlook the opposition on this issue. Address the “yeah, buts” before they come up.

8. Offer your solution to the problem and explain why it’s the best option. 

In addition to making your case, review any alternative solutions. Explain why yours is better.

This will give your opinion weight and credibility.

9. Conclude on a strong note.

Repeat your message and state a call to action.

It might be “Volunteer at your local shelter,” “Call your representative,” or “Start with one small step” — whatever it is you need readers to do to help create the change you seek.

People want to help, but they need to know how to do that.

10. Include a brief, relevant, author credit.

This is the one- or two-sentence bio at the end of the piece that explains why you know what you’re talking about.

Make it relevant to the topic.

Here’s an example from an op-ed that appeared in my local daily newspaper this month: “Julio Fuentes is the president of the Hispanic Business Alliance, committed to the growth and quality of life by supporting minority entrepreneurs.“

And if you’re an author, be sure to include your book title — you’re doing this in large part to get exposure for your book, after all.

Now that you’ve written it . . . .

When your issue is suddenly making headlines, pull up your op-ed column or essay and tweak it to reflect what’s in the news.

In an email, write an introduction that connects the news to your essay, paste your essay into the message, and e-mail it to the editor quickly.

Don’t send it to more than one newspaper with a national reach — for example, both The Wall Street Journal and The New York Times or The New York Times plus USA Today. They compete with each other, so they want content that’s exclusive to them.

It’s okay to send your op-ed to multiple newspapers in noncompeting markets, though. If you do, try to include a local connection so there’s more of a reason for each publication to run it.

Tap into The Op-Ed Project’s resources

Does writing opinion pieces resonate with you? Do you see yourself writing op-eds to make a difference while calling attention to your book or cause?

The Op-Ed Project, an organization that helps strengthen under-represented voices, offers op-ed writing advice, training, and resources.

They include writing and pitching tips, affordable “Expert Talks,” private coaching, and in-depth workshops.

If your nonfiction book or novel involves a cause or issue that you want to bring attention to, add op-eds — opinion essays — to your book marketing plan. (Be sure to download your free Build Book Buzz Book Marketing Plan Template here, too.)

Use your words to educate, inform, and persuade while calling attention to your book, too.

Do you read the op-eds in your local newspaper? Tell us in a comment. 

(Editor’s note: This evergreen article has been updated and expanded.)

I knew that my friend Lisa Iannucci’s daughter, Nicole Brinkley, managed an independent bookstore in downstate New York, but didn’t know Nicole was a retail rockstar until I read about her in Publishers Weekly earlier this year.

That’s when I discovered that the American Booksellers Association selected Nicole to moderate a panel on “Recapturing the Tween Middle Grade Market” at its Winter Institute 2024 in Cincinnati.

I knew immediately that she’d be a fantastic source for a Q&A about getting your book into bookstores.

I was soooooo right.

Meet Nicole Brinkley, indie bookstore manager

Nicole Brinkley is the manager of Oblong Books in Rhinebeck, N.Y., where she has been known to cause a cloud of malaise to form around anyone who claims that genre fiction is a lesser form of literature.

Described by one media outlet as “one of the best and most outspoken leaders in the indie bookstore community,” Nicole has won multiple awards for her work as a “legendary bookseller.”

She also reviews books professionally for BookPage and Shelf Awareness. Media outlets that includeThe Wall Street Journal, Parade, Publishers Weekly, Bustle, and others have featured her work, which has ranged from interviews to book recommendations to essays and articles.

Nicole has also taught educational sessions for the Society of Children’s Books Writers and Illustrators (SCBWI) and the American Booksellers Association, hosted events for companies such as HarperCollins and Boston.com, and spoken at numerous conferences and conventions.

Find her online at nebrinkley.com.

Getting your book into bookstores

I’m thrilled by Nicole’s generosity. Refill your mug and settle in to learn everything you need to know about getting your book into bookstores.

So many self-published authors dream of getting their books into bookstores, and for good reason. How easy or hard is it for them to do so?

It is difficult for any book to make its way into a bookstore.

Self-published authors do have a different climb to getting into stores because of some logistical elements that we’ll talk about later on, but consider the number of books published each year. Somewhere between 500,000 and one million books are traditionally published each year between the Big 5 publishers and small presses, and upwards of one million books are self-published every year.

My bookstore fits 30,000 books total–not just new books!–and is considered a large independent bookstore. That means an incredibly small portion of what is published makes its way into our store.

When considering whether to stock a self-published book, what does your bookstore look for? What do you need to see/know before you feel comfortable placing an order?

Self-published books stocked in our store need to meet many of the same requirements that traditionally published books do.

The big four requirements to meet are:

1. Book prices are reasonable for their category and genre.

For example, adult paperback fiction is usually around $18 to $20.

So, self-published paperback fiction that costs $40 likely won’t be a good fit for our store.

2. Books are offered at a good discount to the store.

Most traditional publishers offer books at a 46% to 50% discount.

This allows bookstores to earn half of the cover price, which they use to pay staff and keep the store going. It is harder to justify the shelf space to books with shorter discounts since the store will make less money on them.

3. Books are returnable.

What happens if we can’t sell a book?

Because of the low profit margins of books and the way the industry works, we need to send books back to publishers when they don’t sell within an expected timeframe. Otherwise, our shelves are cluttered with books nobody ended up wanting.

Books must be returnable both to traditional publishers and to self-published authors (or their distributors).

4. Books fit with the customers and store’s stock.

Did you self-publish a paperback picture book about dentists? It might not be the best fit for stores that don’t sell a lot of paperback picture books.

What about a beautifully packaged work of literary fiction? Maybe not the best fit for a genre-focused store.

We need to vet authors

Bookstores looking to stock self-published authors also have the extra hurdle of vetting the authors and their books’ content. This is normally something we offload to a traditional publisher or a publisher’s sales representative. We trust them to know who and what they’re publishing.

But with two million self-published books coming out every year, we need to take the extra step to verify who they are.

If they’re writing nonfiction, do they actually have the credentials to be writing about their topic or are they spreading misinformation?

If they’re writing fiction, have they generated something through artificial intelligence?

None of these vetting decisions are personal attacks on a self-published author. We know that many authors are just that: authors. Talented, hardworking, and worthy of having their books sold in the bookstore.

But with the huge volume of books published, it’s difficult to distinguish the excellent self-published work from the less-than-stellar stuff without help. Meeting the first four requirements makes that important vetting much easier!

Packaging matters

While not required for either traditionally published or self-published books, having a well-packaged book also helps.

I don’t just mean a pretty cover, though that is good.

Design and print your cover with the title and author name on the spine so the books don’t disappear when we put them on the shelf. Print an ISBN and a barcode on the back of the book–and make sure that they’re clear and scannable

Little details to just having a book as a functional product go a long way to helping it do well in stores.

If you’re looking for a self-published author who does all of this very well, take a look at C.M. Nascosta.

Who makes the yes/no decision? What’s the best way to approach them about stocking a book?

Bookstores have buyers–booksellers whose entire job is selecting books that go into their store.

At Oblong Books, the co-owner does all book-buying. (We have separate buyers for toys and cards.) Other stores have separate buyers for kids books and adult books, or buyers for different genres and categories.

Bookstores that run consignment programs for self-published books might also have somebody who runs those programs separately from the buyer. Generally, however, the buyer is the way to go.

It is very easy to approach buyers about carrying a book.

Go into or call a store, explain that you have a book coming out or a book recently published, and ask if you can have the buyer’s name and contact information.

Drop the buyer an email with the information on your book:

• Title
• Author
• Publication date
• Publisher (if you’re using a small press vs. fully self-publishing)
• Why it’s a good fit for the store
• How bookstores can order (either directly from the author or through programs like IngramSpark, as bookstores cannot and will not order through Amazon)

You do not need to repeatedly bring books or promotional material to the store. You do not need to call them.

Self-published authors get a bad rap because of individuals who come into stores and throw hissy fits when their books aren’t immediately accepted or when the buyer decides their book isn’t a good fit for the store.

If you’re polite and understand that this is a business, store employees will treat you well in turn. That’s the start of a good relationship with a bookstore. Even if they don’t take your book now, they might always be somebody you can work with down the line.

Speaking of placing an order, what are your store’s financial terms with books provided by the author?

We work with self-published authors in a variety of ways.

Our store orders self-published books through IngramSpark and from authors directly that do well for us. Many of these are local authors or authors whose books have strong ties to the region. We want to support them, and appreciate that they want to support us.

In these cases, we pay directly to either the distributor (like IngramSpark) or the author (if they’re supplying the book).

We also have a consignment program for books that we aren’t 100% sure are a good fit or for books that aren’t normally returnable.

Our consignment program ensures that those books get the attention they deserve while also covering our bases. We can make money when they sell, and return books when they don’t…all while giving authors a chance to get their books in front of our customers.

There is a flat fee to enroll in the consignment program, but it guarantees display space for an entire month. We cut checks for the author periodically throughout the year as books sell.

What are your three best tips for getting your book into bookstores?

Only three?! Well, I’ll try my best.

1. Be strategic about the bookstores you reach out to.

If you’re a romance author, look at romance-only bookstores or bookstores known for working with indie romance authors. If you’re writing about a specific region, reach out to bookstores in that region.

Talk to your local indie. You don’t need to be in every bookstore, but know why a bookstore would be a good fit for you.

2. Be kind. Be patient. Be polite.

Most booksellers will be polite and professional when working with you. You can still convert those that aren’t into allies down the line.

(Trust me, my friends: I know that some booksellers can be short with self-published authors who are trying their best, and it’s not fair to you. Understand that there are people who have come before you and given authors in your situation a bad name, and that you don’t need to continue that chain. You can be better than them.)

Self-publishing is a job. Just be professional.

3. Please put your title on the spine of your book.

Please.

It makes the lives of the booksellers so much easier once the book is in the store.

What else should we know about getting your book into bookstores?

One of my ongoing goals is to read more small press and self-published authors, and I know many young booksellers who have the same goal.

I can’t wait to see more independent authors make their way into the independent bookstore space. We’re natural allies!

Write a book that people want to buy

I’m so grateful to Nicole for sharing her wisdom and experience with us so you know all about getting your book into bookstores!

I’ll add just one more thought: Stores want books that people want to buy.

People won’t want to buy your book if they don’t know about it, so work hard to help them discover it. Create demand so that booksellers like Nicole are ready, willing, and able to stock your book.

Write a great book, pursue reviews so you have that third-party validation that people like it, and continue to market it long after the launch. Both will make it easier for bookstores to say “Yes!” when you contact them about carrying your book.

Want to make it easier for fans to write short, meaningful reviews? Use the Build Book Buzz Reader Book Review Form. It’s your shortcut to success.

Do you have a question for Nicole about getting your book into bookstores? Please leave it in a comment.

As we wrap up a busy April that features more book-related days and weeks than any other month, it’s time to look ahead to other types of special occasions in May.

Here in the U.S. Northeast (where snow sometimes makes an appearance as late as mid-May), we welcome the typically warmer temperatures and how neighbors only mow their lawns when they see we have our windows open during Zoom meetings.

The merry, merry month of May brings us spring flowers and leaves on trees and, oh joy of joys, spending time outside without down coats and heavy gloves.

May bright spots

The fifth month brings with it in the U.S. “normal” occasions that include Mother’s Day on May 12, Memorial Day on May 27, and high school graduations and college commencements throughout the month.

Australia’s Queensland celebrates Labour Day on May 6 – which is also May Day in the Northern Territory – and Reconciliation Day on May 27 in the Capital Territory.

There are also so many unconventional, unique, and often downright irreverent holidays and special occasions to celebrate. And you can use them to bring attention to your book.

How to leverage May book promotion opportunities

What’s the best way to take advantage of so many fun May book promotion opportunities? Once you identify those occasions that are a good fit for your book or promotion goals from the list below, how can you use them?

Here are a few examples to get you started.

May is Mystery Month

Do you write mysteries, thrillers, or suspense novels? This is your month! And there’s so much potential.

Here’s just one idea: Use social media and your email list to poll people about their favorite mystery book and why they like it. You can use this information in multiple ways:

• Compile what you learn into a round up article (“here’s what readers told me about their favorite mysteries”) for your blog or to use as a LinkedIn post.
• Record videos where you read some of the nominations and reasons.
• Create social media quote graphics with the entries.

May 9, Lost Sock Memorial Day

Are you a poet? Write your “Ode to the Lost Sock.”

A humorist? Explain where the socks that don’t come out of the dryer end up.

Schedule an Instagram Live so you and your followers can pause together at a specific time to honor and remember all the socks they’ve lost. Be sure to promote it in advance.

May 20, Be a Millionaire Day

Do you write about money?

Call attention to your book on Be a Millionaire Day by sending a tip sheet to the press or guest blogging about money mistakes people are making that will prevent them from being able to celebrate this special day.

Go live on Instagram to talk to millennials and Gen Y about how to save now so they can retire early.

To reach a younger audience, create a series of TikTok videos that explain each “must-do” for anyone seeking millionaire status sooner rather than later.

Your May book promotion opportunities

Here’s a partial list of the merry, merry month of May marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Date Your Mate Month
• Gifts from the Garden Month
• Mystery Month
• National Recommitment Month
• May 1 Save the Rhino Day
• May 3 Garden Meditation Day
• May 3 Lumpy Rug Day
• May 3 Space Day
• May 4 National Candied Orange Peel Day
• May 5 National Hoagie Day
• May 6 National Tourist Appreciation Day
• May 7 National Teacher’s Day
• May 8 National Outdoor Intercourse Day
• May 9 Lost Sock Memorial Day
• May 10 Clean up Your Room Day 
• May 11 Eat What You Want Day
• May 11 Hanging Flower Baskets Day
• May 11 National Babysitters Day
• May 13 Frog Jumping Day
• May 14 Dance Like a Chicken Day
• May 17 Pack Rat Day
• May 18 Visit Your Relatives Day
• May 20 Be a Millionaire Day
• May 21 National Waiters and Waitresses Day
• May 23 Lucky Penny Day
• May 24 International Tiara Day
• May 25 Tap Dance Day
• May 26 National Paper Airplane Day
• May 31 Flip Flop Day

Be sure to check out the list of book-related occasions during May in our downloadable 2024 literary calendar, too.

Which of these surprising May occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way?

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

When a marketing-savvy author friend said recently that they were removing their content-rich, SEO-friendly blog from their site and relocating it to Substack, I nearly gasped. (And I’m not even a drama queen.)

This was part of their plan to use Substack as their email newsletter service.

“Why?” I asked.

“Because I want to monetize* my newsletter and Substack makes that easy to do,” they replied. (*Monetize: marketing buzzword for “earn money from.”)

I explained why I didn’t think this was in their best interest, but the author was locked in. Logic be damned.

I’ve since had this “Substack for authors” conversation with several book marketing coaching clients and, quite recently, in person with a group of local author friends over lunch.

Here’s what I’ve been telling them.

What’s Substack?

Substack is a newsletter platform. People who use Substack benefit from:

• Free use until they start charging for their newsletter. Then Substack takes 10% of subscription fees, while Stripe, its payment provider, takes another 2.9% plus 30 cents per payment and 0.5% for recurring payments.
• A newsletter network that makes it easy for Substack publishers to recommend each other’s newsletters.
• An online home for each newsletter publisher’s archive of back issues. Think of each of these issues as a blog post.

Why authors are attracted to Substack

Here’s what authors tell me about why they’re considering Substack or have already signed on with the service.

Everybody’s doing it.

Yes, some people with large followings are using Substack. I’ll bet a bunch of your author friends are, too.

But, let’s remember the words of my wise mother: “If everyone jumped off a bridge, would you jump, too?”

“Everybody’s doing it” is a shallow rationalization that doesn’t work in this situation any more than it does when it comes to combovers for balding men.

With book marketing, what works for one author doesn’t necessarily work for another. How well you execute makes a difference, too.

It’s easy to set up.

This is true. You can be up and running quickly.

That’s partly because Substack is so basic. It lacks important features offered by other more conventional email marketing service providers, including the ability to personalize messages by adding a subscriber’s first name to a salutation.

It’s free.

That’s attractive to many.

But several other email service providers, including mine, provide far more functionality at the free level. (I use ConvertKit, which is free for up to 1,000 subscribers.)

But that’s okay. If you’re just starting out, the simplest and least powerful service available might be a good fit for you.

I want to monetize my newsletter.

Yeah, well, good luck with that.

Most authors scramble to get unpaid subscribers.

Generating enough paid subscribers to make a difference is harder than you might think. Be sure you’ve got a marketing plan in place for it.

Substack makes it easy for other newsletter publishers to recommend mine.

That’s such a smart idea that my email service provider, ConvertKit, offers that feature now, too.

Readers can search for and find my newsletter from the Substack home page.

This is pretty cool…in theory.

I’ve found it hard to uncover lesser-known newsletters when all I’ve got is the topic, though.

I’ve played around with that function and discovered that you aren’t likely to be found unless someone is searching for your name or newsletter title. The most popular newsletters show up first in various categories. To find a less-popular one, you have to scroll … and scroll … and scroll.

Who has time for that?

Clearly, there are plenty of reasons to like Substack. But there are a few reasons not to like it, too.

4 reasons I’m not a fan of Substack for authors

Here’s why I discourage authors and others – especially bloggers – from using Substack for email marketing and blogging.

1. Placing your best content on someone else’s platform boosts that site’s SEO while undermining yours.

Let’s presume you’re giving your subscribers the information they need. They love it! They recommend your newsletter to others!

All – all – of the resulting traffic completely bypasses your website and goes to Substack.

Substack, not your website, benefits from all of the SEO (search engine optimization — what you do to your website so that it gets found by search engines) value generated by the newsletter content you create specifically to appeal to your target audience. That type of targeted content is precisely what you need for your site to show up near the top of online searches for your topic.

Why would you undermine your brand online to support another company’s business?

You’re redirecting traffic away from your site. Not. Smart.

2. Substack doesn’t offer enough automation.

As you learn more about the power of email marketing, you’ll want your email service provider to perform a range of pre-determined functions. You tell it what to do once, and the system automates it for you.

For example, one best practice in email marketing for businesses of all sizes involves sending a series of welcome email messages to new subscribers on a schedule that’s unique to when they subscribed. Each message shares new information that’s relevant to your subscriber.

Substack can send a single welcome message to a new subscriber, but that’s it.

This lack of automation isn’t a deal breaker initially. You might not want sophistication if you’re using email marketing for the first time. But as your success grows, you’ll want more power.

(For more on that, read “Book review: Newsletter Ninja: How to Become an Author Mailing List Expert.”)

3. Monetizing is a lot harder than it looks.

The hype around how Substack makes it easy to earn from paying subscribers is incredibly misleading.

We’re accustomed to subscribing to free newsletters that might offer value. But paying for a “premium” version of that content requires a big shift that most aren’t ready for yet. And it sure doesn’t happen instantly.

I need to get value from your content before deciding if I want to pay you for more of it. Determining if the value is there takes time.

In addition, maybe it’s just me, but I don’t like how many of these newsletters persistently beg for money.

As a user, I find the constant requests to pay for the newsletter or “premium” add-ons tacky and intrusive. How do you build relationships with your subscribers when you’re annoying them?

Here’s an example of what I see in Substack newsletters when the publisher decides to use theirs to earn money.

This is from a writer who added me to their subscriber list (I did not opt-in). I’ve blocked out the newsletter title and the introductory text so the sender can’t be identified; I’ve left the requests to pay for more issues where it appears in the beginning of the newsletter. It appears at the end, too.

Repeatedly asking for money is no classier than asking your dinner guests to pay for their meal as they’re leaving at the end of the evening.

4. You’re hosting all of your content on something you can’t control.

Admittedly, I might be a little paranoid about this.

But what if Substack crashes and you lose all of your archived content?

I feel like I have more control over that with my own little website, where I can constantly and consistently monitor all threats and keep them from taking my site down.

Should you sign up for Substack for authors?

I realize that these negatives might not outweigh what you see as positives. So, should you sign on with Substack, or should you spend time comparing it to alternatives?

I don’t recommend making an important business decision based on what “everyone else” is doing.

Instead, whether it relates to email marketing or the latest social network or whether you should host a podcast, I always recommend learning as much as possible about a tactic and its options before making a choice.

Instead of chasing the latest bright, shiny object, consider where you’d like to be with email marketing in one, three, and five years. Then explore enough solutions to understand which will do the most to get you there.

FAQs about Substack for Authors

1. What exactly is Substack?

Substack is a newsletter platform that allows users to create and distribute newsletters to subscribers. It offers features such as free usage until monetization, a network for newsletter recommendations, and an archive for back issues.

2. Why are authors attracted to Substack?

Authors are drawn to Substack for several reasons:

• It’s a popular choice among authors and peers.
• Setting up a newsletter on Substack is quick and easy.
• Substack offers a free plan, which is appealing for those starting out.
• Many authors wants to monetize their newsletters, and Substack provides tools for this.
• It facilitates cross-promotion among newsletter publishers and offers visibility through its homepage.

3. What are reasons for authors to avoid Substack?

There are several reasons why Substack might not be the best choice for authors:

• It redirects traffic away from your own website, potentially undermining your brand and SEO.
• Substack lacks advanced automation features that are common with other email marketing platforms. This limits how much your email marketing will contribute to your goals.
• The constant payment solicitations within Substack newsletters can come across as inappropriate.
• Hosting content solely on Substack means relinquishing control over your content and risking potential loss if the platform has issues.

4. How does Substack compare to other email marketing solutions?

While Substack has its merits, it’s essential for authors to weigh its pros and cons against other email marketing solutions.

Be sure to consider factors that include control over content, automation capabilities, and how well the platform is aligned with your long-term goals.

5. Should authors choose Substack based on its popularity alone?

No, popularity shouldn’t be the sole factor in choosing an email marketing platform.

Authors should assess their specific needs, long-term objectives, and the various service provider capabilities before making a decision.

It’s crucial to put informed decision-making over blindly following trends.

I know that many of you love Substack. Please tell us why in a comment!

Affiliate Disclosure: This post contains Amazon Associates links, which means if you click on them and make a purchase, I will receive a couple of pennies (at no extra charge to you).

With crowdfunding generating nearly $74 billion in North America in 2020, there’s good reason for authors to take advantage of this approach to raising funds to publish or market their books.

One crowdfunding company is even making it possible for authors to find a traditional or hybrid publisher. When those using Publishizer‘s platform generate a high volume of book proposal-based pre-orders, they can convince publishers that their book is marketable.

“Marketable” is, after all, one of the keys to securing a traditional contract that helps authors avoid the self-publishing learning curve and expense.

It’s not enough to say, “This is for me,” though. Considering only 22% of campaigns reach their goals, it pays to first learn the best ways to use crowdfunding to raise money for book publishing. What works? What doesn’t?

Meet Pamela Cummins

To help with that, I talked with spirituality author Pamela Cummins about her recent Kickstarter campaign.

Pamela is a gentle soul who is using her gifts to help others.

An expert in dream interpretation and a spiritual growth coach, she’s written eight books and created four oracle decks.

In addition, Pamela is a psychic, certified Lenormand reader, advanced clinical hypnotherapist, ordained interfaith spiritualist minister, certified energy healer, and body/mind facilitator. She’s even an Attitude of Cattitude columnist.

Pamela is an active, supportive member of my Build Book Buzz Facebook group (please join us!) whose gracious approach to sharing what she’s learned always makes me smile.

Here’s our conversation. It’s loaded with helpful specifics.

What book did you run a Kickstarter campaign for and when did you do it?

The book I used for the campaign was Dream Interpretation for the Mystical Soul back in October 2023.

What was your fundraising goal, how much did you raise, and what, specifically, were you raising money for?

Many authors will do a Kickstarter to offset the cost of publishing their book. However, that’s not my reason. One day out of the blue, my angel told me to do a Kickstarter for the book I was writing, which surprised me because the thought hadn’t crossed my mind.

That night I asked for a solution dream about whether I should do a Kickstarter campaign.

Here’s my dream:

I was sitting at my computer screen and a loud voice told me to research Kickstarter. Then I began typing to research it.

After my mystical messages, I knew this was the way for me to go.

My goal for the campaign was to reach a new audience, discover if Kickstarter was the right platform to market new books, and hopefully earn money from it, too.

I set the funding goal at $300 and raised $416.

Please tell us how you structured your campaign and why you used that approach.

“Keep it simple” was the structure I used for my first Kickstarter, something I’m good at. Therefore, my campaign was about digital products and services. Etsy taught me how much shipping stressed me out before I closed my former shop. Hence, my decision not to do physical products.

One bit of advice I heard over and over was not to have a high funding goal. This way it’s easier to make and go over your goal.

This is important because if you don’t reach your money goal on Kickstarter, then you don’t receive a penny. And your campaign stays on the platform for the world to see it wasn’t funded. 

$500 is the recommended amount. An experienced Kickstarter author confirmed my feeling of having a lower goal of $300 because I didn’t have any physical rewards. Plus, my research showed (at the time) how past dream interpretation campaigns never funded.

Another word of advice I took was that the best length for a campaign is 21 days.

Campaign structure

Here is how I structured the campaign tiers:

1. E-book.
2. Digital swag (this tier included the e-book, two digital bookmarks, and two MP3 meditations).
3. 20% off dream interpretation by email and e-book.
4. 20% off one-hour dream interpretation session and e-book.
5. 20% off coaching dream interpretation package and e-book.

Customers had the option to purchase the digital products separately as add-ons, and I provided an add-on, one-question psychic email reading that was only available on Kickstarter.

How did you prepare for your Kickstarter campaign?

Research is a must for a Kickstarter campaign! Backers can tell when someone didn’t do their research, and it’s all about the fundraiser making money. If they had done the research, then the campaign would have focused on the awesome products the backers receive before it’s available to the public.

I took my dream’s message to do research seriously by reading books, articles, and blogs, and watching videos. Kickstarter’s website has loads of how-to information.

A great way to learn how to run a Kickstarter is to back other campaigns.

This taught me a lot about the process and what to do and not do.

For example, when one campaign ended, an author did not send a thank you. And her spiral paperback was available for sale on Amazon two weeks after her Kickstarter ended.

I felt annoyed her book was available for sale before I received my copy. (FYI Amazon doesn’t produce spiral books.)

This is why I thanked my backers with most of the updates and why I waited five months before making my book available to the public.

Join the Facebook group for authors using Kickstarter

The number one resource I recommend is the Facebook group Kickstarter for Authors.

There is a wealth of information to explore in this group managed by experienced Kickstarter authors. I spent many hours there researching and reading the posts. The members are very supportive.

What I found most helpful was the feedback on our campaigns before they went live. Kickstarter for Authors will keep you inspired!

The number one resource I recommend is the Facebook group Kickstarter for Authors.

Pamela Cummins

How did you promote your campaign?

Before the campaign, I called and sent messages to friends and colleagues. I asked if they would follow my Kickstarter before it went live, spread the word to help me get followers, and help again once the campaign went live. Even sharing it on social media would help.

I wrote articles, blog posts, and newsletters on what Kickstarter was about and my upcoming campaign. I was interviewed on a couple of podcasts and a live radio show. And, of course, posting on social media.

The Kickstarter for Authors Facebook group also does swaps to help market each other’s campaigns.

What lessons did you learn about using crowdfunding to raise money for book publishing?

I learned the following six lessons:

1. Who I could count on to spread the word about my campaign. One of my colleagues went beyond what I expected and I let her know how grateful I was for her help.
2. I would start at least six months in advance to collect followers before the Kickstarter instead of two months.
3. October is not a good time to run a Kickstarter campaign because that platform’s Witchstarter promotion for magic projects that month floods the platform with too many campaigns.
4. The platform is always changing, so continue to research it.
5. I would make the funding goal lower for a digital-only campaign. Hopefully, another campaign would fund quickly so I could avoid worrying about reaching my goal. Perhaps it would fund in one day so I receive the fully funded in one day banner!
6. Most backers want physical products, so I’ll think about using them in my next campaign.

What surprised you the most about your campaign and the response to it?

How stressful it is to run a campaign and the fear of looking foolish by not funding.

It’s one thing to hear about it, yet another to experience it. Part of me couldn’t wait until the Kickstarter was over.

Many people don’t understand what Kickstarter is about.

Some think it’s similar to GoFundMe, although a few got it when I explained it was about receiving new and cool products before the public can.

Others wanted to know why I was still promoting my Kickstarter after I hit my funding goal. A couple of people shrugged their shoulders upon hearing that was my bare minimum goal and I was hoping to go way over it.

Will you do this again for another book or product?

Possibly. Maybe an oracle deck? If I received messages to do it again, I would. At least this time I would have experience with how to run it.

What else (if anything) should we know about your Kickstarter experience? 

You might wonder why I would bother with all this work to only make $416.

My answer is to think about how many e-books I would need to sell to earn that amount – at least 60. It would take a heck of a lot more if I had the book enrolled in Kindle Select.

I had 10 backers and eight signed up for my mailing list. One purchased an email dream interpretation. The others may purchase and/or refer people to me in the future.

I have no regrets about the experience. My suggestion for your Kickstarter is to do lots of research and planning, but let go of the outcome.

Are you thinking your book is too weird for Kickstarter? It’s perfect because backers love those types of books.

Whatever path you choose to go for your books, I wish you much joy as you travel it!

Have you used crowdfunding for a book? Were you satisfied with the outcome? Please tell us in a comment.

Many regions in the Northern Hemisphere begin seeing signs of spring in March, so people who live there smile when flipping their calendar to the third month of the year.

Not where I live.

We often get our worst snowstorms during the first week of March. And signs of spring? Bwahahahaha!

March bright spots

Even so, no matter what your climate, there’s still plenty to look forward to in March.

There’s March Madness, the annual U.S. multi-week college basketball tournament (go Xavier Musketeers!).

And even people with zero Irish ancestry embrace all things green – including beer – and enjoy corned beef and cabbage on St. Patrick’s Day.

There are also so many unconventional, unique, and often downright irreverent holidays and special occasions to celebrate. And you can use them to bring attention to your book.

How to leverage March book promotion opportunities

What’s the best way to take advantage of so many fun March book promotion opportunities? Once you identify those occasions that are a good fit for your book or promotion goals, how can you use them?

Here are a few examples to get you started.

March 2, Old Stuff Day

This occasion reminds me that I’ve been practicing Swedish death cleaning since before that term entered our current lexicon. Been there, done that, still doing it. There are opportunities here for authors of books about:

• Antiques
• Selling on eBay
• Home organizing
• Garage, tag, and estate sales
• Restoring and repurposing flea market and other finds
• Downsizing
• Decluttering

If you can give advice for making the most of “old stuff” or getting rid of it, use this occasion as a news hook for tip sheets, social media images, podcast interviews, and other promotion opportunities.

March 3-9, Celebrate Your Name Week

So many authors can find ways to use this special week. Fiction writers can celebrate their characters’ names by explaining to newsletter subscribers of social media followers how they decide on character names.

Is there a story behind your given name? Share it on social media. Write a blog post about when and how to use pen names as an author. There’s lots of potential here.

March 19, Poultry Day

Farm animals are common in children’s books. If you’ve written one that includes chickens, you’ll love having fun with this occasion.

Create and share on social media and in your newsletter a list of your favorite children’s books featuring poultry (including yours, of course). Record yourself reading your book and post it as an Instagram Reel and TikTok video. Collaborate with your local children’s librarian to schedule a poultry-book-themed children’s reading hour.

Your March book promotion opportunities

Here’s a partial list of the March madness marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the Holiday Insights site. (And while you’re there, look ahead to other months.)

• Celery Month
• Craft Month
• March 3-9 Celebrate Your Name Week
• March 10-16 National Bubble Month
• March 1 National Pig Day
• March 1 Peanut Butter Lovers Day
• March 2 Old Stuff Day
• March 7 National Crown Roast of Pork Day
• March 8 Be Nasty Day
• March 9 Panic Day
• March 9 International Fanny Pack Day
• March 10 Academy Awards
• March 10 International Find a Pay Phone Booth Day
• March 10 Middle Name Pride Day
• March 16 Everything You Do is Right Day
• March 18 Awkward Moments Day
• March 19 Poultry Day
• March 20 Extraterrestrial Abductions Day
• March 20 Proposal Day
• March 25 International Waffle Day
• March 26 Make Up Your Own Holiday Day
• March 30 Take a Walk in a Park Day
• March 31 World Backup Day

Be sure to check out the list of book-related occasions during March in our 2024 literary calendar, too.

Which of these crazy March occasions speak to you? How will you use next month to help generate conversation and call attention to your book in a lighthearted way?

Raise your hand if you really want to stop thinking about book marketing and just write your next book.

I don’t even have to see you to know lots of hands are in the air.

You could be suffering from the heartbreak of psoriasis book marketing overwhelm.

You’ve learned that it’s not enough to just write a book. If you want people to read it, you have to tell them about it.

And getting your book title in front of the right people takes time, knowledge, and effort.

Why you experience book marketing overwhelm

There’s so, so much you “should” be doing to promote your book (or so gurus, promoters, and other authors tell you …).

Are you feeling pressure to use TikTok? (I sure am.)

And don’t forget about Instagram! Oh, right, there’s Facebook, too!

What about those new social networks popping up — you’ll have to figure out how to use all of them effectively too, right?

Build an email list! Email marketing is where it’s at!

You have to get publicity in the news media!

Get out there with a virtual book tour!

Reader reviews! Get them! Then get more of them!

Be a podcast guest! How about creating and hosting your own podcast, too!

Create videos! People love watching videos!

Blog, blog, blog! Then write guest blog posts for others, too. Might as well blog on Medium, as well.

And this is just a start. There’s so much you “need” to do to promote your book.

Or is there?

Do you really need to be doing all of this? Do you need to do any of it? Can you do just some of it?

Pick just one …

Here’s an unexpected idea: How about picking just one tactic and mastering it?

Does that sound more appealing?

What’s that tactic, though?

… but which one?

Determine the single tactic you’ll master by spending a little time upfront learning which of the many options appears to be a good fit for:

• Where you will find the people who are most likely to read your book
• The time you have available for marketing
• Your skills
• Your personality
• What you enjoy doing

Find the intersection of where you’ll find your readers and what you enjoy doing and are good at.

It’s that simple.

If you’re shy, you don’t need to master public speaking simply because it’s a good way to reach your audience. 

Is writing your thing? (It’s definitely mine.) Building an email list and creating a newsletter for your readers makes sense. So does blogging and guest blogging.

If you love creating short YouTube videos for your young adult readers, figure out TikTok and share them there, too.

Master that single tactic

Then, when you identify that one tactic that puts you at the sweet spot where you’ll reach the right people doing something you enjoy, learn how to do it really well.

Learn how to do it better than anyone else.

Later, if you feel you can take on a second tactic, repeat this process. Learn how to use it effectively, then make things happen.

When you focus on a tactic you understand and enjoy, you’ll start to look forward to connecting with your audience in ways that support your overall author goals, not dreading it.

Permission to avoid book marketing overwhelm

Give yourself permission to find this focus so you avoid book marketing overwhelm.

Limiting yourself to one or two tactics while tuning out the rest (no matter what you hear from others) is liberating.

It will help put you in the mindset to write that next book while freeing up time for that project, as well.

And you’ve done it all while avoiding book marketing overwhelm.

What do you think of this idea? Would you like to master just one book marketing tactic, not all of them? Let us know in a comment. 

(Editor’s note: This article was first published in August 2015. It has been updated and expanded.)

Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

An author acquaintance recently announced their new book in a manner that almost guarantees the announcement won’t sell any copies.

Why?

Because they provided a purchase link for an obscure book retailer. While I suspect that was probably to make a statement about how the author feels about Amazon, it’s the wrong link to use when you want to sell books.

When it comes to book sales, Amazon is where it’s at.

Amazon’s share of book sales

Simply put, Amazon sells more books online than anyone else.

Market researcher IBISWorld reports that Amazon is responsible for more than 80% of online book sales in the U.S.

More specifically, according to research firm WordsRated, Amazon has at least 40% of the print book market in the U.S. and 50% of that market in the UK. In addition, it claims two-thirds of e-book sales.

“Where should I sell my book?”

You want to sell your book where people are buying books. This data makes it clear that’s Amazon.

It appears that not everybody realizes this, though.

I’m reminded of this lack of awareness when authors-to-be ask in online groups and forums, “Where should I sell my book online?” or “Should I sell my book on Amazon?”

Both questions suggest:

• They didn’t research how book publishing works before they wrote their book – always a mistake.
• They aren’t book buyers, since most who buy online (the only way to purchase e-books) purchase on Amazon. (And book buyers are readers… and all writers should be readers…so writers should buy books.)

Amazon’s dominance means that it’s the most important place to offer your book for sale if your goal is to get it into the hands of readers.

More reasons to sell on Amazon

There are other reasons to use Amazon as your primary sales outlet, too.

One is that the retailer’s Kindle Direct Publishing (KDP) service makes self-publishing effective and affordable. In fact, without KDP, most self-published books would remain on authors’ computers, never reaching the people they wrote them for.

The KDP system also offers sales data and feedback you can use to monitor how and when your book is selling. This information can help determine which of your marketing activities are working – and which aren’t.

Amazon also offers marketing tools you won’t get elsewhere, including:

• The “read sample” feature (the former more obvious/less hidden “Look Inside”) that lets readers preview the book’s quality
• An easy way for readers to write reviews (a must-have)
• The ability to run on-site ads that can help your book show up in Amazon search results
• Amazon A+ Content, which lets you add quote graphics, photos, other images, and videos to your book’s sales page so it stands out and works harder to sell your books

What other online book retailer offers these services?

None.

Plus, this retail powerhouse offers an established customer base accustomed to buying everything from books to balloons to bassoons on the site.

(And did I mention that Amazon sells more books online than anyone else?)

Should you sell your book through other retailers, too?

If you haven’t enrolled your book in Amazon’s KDP Select program that gives Amazon exclusive e-book sales rights, consider selling your e-book on other retail sites as well. (The KDP Select distribution limitation doesn’t apply to print books.)

Barnes & Noble is probably the best known platform, but I regularly hear from authors who do well on Kobo while others like Smashwords. Those with a strong platform – a following – often sell from their websites, too.

Our article, “Where can you buy books online besides Amazon?,” is a good starting point for identifying where else you might want to sell your books.

Where I buy books online

Also consider your own book-buying habits as you explore options. For what it’s worth, here’s where I buy three book formats online. 

E-books

Amazon, because I read on a Kindle. It’s the logical choice.

Print books

Bookshop.org, where my account is linked to my local independent bookseller so it makes money every time I buy a book on the site. I buy in-person at a local bookseller as often as possible, but I use Bookshop to send books as gifts.

Audiobooks

Libro.fm and Chirp. Libro supports indie retailers in the same way Bookshop does, so my purchases there support my designated indie store. Chirp is owned by BookBub, which means that like with BookBub, the daily Chirp emails offer sale prices on audiobooks in categories I’ve selected.

Sell your books on Amazon!

I understand why some people don’t like Amazon. But if you want to sell books, you have no choice but to list there. Consumers have made it clear they want to buy books on Amazon.

So, take advantage of all the retailer offers. Optimize your book’s sales page, too, so it works as hard as it can for you.

And, use your book’s Amazon page link in your marketing, no matter how you feel about the mega-retailer. Sending readers to online retailers they’re not familiar or comfortable with only hurts you, not Amazon.

You’ll serve both yourself and your readers when you use your Amazon link.

Where do you sell your book online besides Amazon? Please tell us in a comment.