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.)

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?

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).

Authors often overlook book publicity when creating their book marketing plans. That’s usually because they:

• Don’t know what it is
• Don’t realize it’s a realistic option
• Want it but don’t know how to get it

But those who understand key book publicity facts and are interviewed on television or a podcast? Or who see their book included in a media outlet’s “best of” list? Or are interviewed for an in-depth article on something they know a lot about?

Those authors are hooked on the power of publicity.

Not sure what it’s all about? I’ve got four book publicity facts that help demystify the topic and process so you can use book publicity to introduce more readers to what you write.

Fact #1: Book publicity is that free media exposure that results when your book title appears in a print or digital newspaper, magazine, or blog article or is heard in a podcast, radio, or TV interview.

With the growth of social media, that definition has expanded to include social media mentions. For our purposes, though, we’ll focus on just the news media.

The biggest difference between publicity and other forms of marketing – advertising, direct mail, sponsorships, etc. – is that you can’t buy it. You simply can’t pay for an interview with a legitimate news outlet.

In addition, studies show that publicity is 10 times more effective than advertising (which is when you pay for, place, and control the message along with when and where it appears).

That’s because of the implied editorial endorsement. The thinking is: If a journalist thought enough of you or your book to interview you or reference the book, you must be an expert (or your book must be a great resource).

While publicity is free, authors often pay for related services such as press release distribution (I recommend eReleases) or a publicist.

Studies show that publicity is 10 times more effective than advertisingClick to tweet

Fact #2: Free press release distribution services and sites don’t actually “distribute” press releases.

Authors often tell me that they use free press release distribution sites, but this is one of those situations where you get what you pay for.

“Free press release distribution service” is a misnomer. Free sites don’t send your press release out to reporters, producers, editors, writers, hosts, or bloggers.

The releases sit on the service site waiting to be discovered. That’s better than nothing – and who knows? Maybe it will be found there and used.

Still, if you want to make sure your newsworthy press release or tip sheet gets distributed to the right media outlets and journalists, build your own media list or use a paid press release distribution service (see 1. above).

Fact #3: Book publicity is about more than sending press releases.

Press releases, especially book announcement press releases, are only part of the mix (although that release announcing your book’s publication is essential because it’s so versatile).

You should also pitch appropriate media outlets on story or segment ideas related to your book that you can contribute to as an expert source. 

To do that, study the media outlets, blogs, and podcasts read, watched, or listened to by your book’s target audience to figure out what sorts of articles and segments they run.

Once you’re clear on the kind of content they use, you’ll be ready to brainstorm article and segment ideas that you can “pitch” – propose – as an expert resource.

Many authors also pitch and write by-lined articles or essays on topics related to their books. These are often published with a writer credit that includes the author’s book title.

Fact #4: You don’t need relationships with journalists to get book publicity.

Oh, sure, if you have them, relationships help. But they’re not required.

What you need is an understanding of how the system works — which media outlets reach your target audience, how to find the right person at that outlet to contact, and what to pitch them.

When I was working for clients as a publicist, I got them featured in publications ranging from USA Today and Business Week to the front page of The Wall Street Journal without knowing a soul at any of those media outlets.

When my first book came out, I booked myself on nationally syndicated TV talk shows, appearing alongside celebrities that included actor George Segal, without any contacts at those outlets.

But what I did know was the importance of studying each target outlet to understand:

• What they use
• How my book or my client’s product, service, or story fit into that framework
• How to determine the best person to contact
• How to write a pitch that would get read

You can do this, too.

More resources on book publicity facts

I’ve linked throughout to several articles on this site that can help you take advantage of these four publicity facts, but here are a few more:

• The best ways to get author and book publicity
• Trade journals: The book publicist’s secret weapon
• How to get trade journal book publicity
• Sell more books in your backyard with these local book publicity tips
• Free download: 8 Services That Help Journalists Find Authors and Other Sources

All it takes is time, a willingness to learn, and persistence. That last point is especially important. Even skilled, experienced publicists strike out frequently. But with persistence, they succeed. And so will you.

What do you need to learn about book publicity, or what advice would you offer authors? Share it 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).

Like it or not, September’s arrival reminds us that fall is just around the corner.

This means the orioles competing with the bees for the jelly on my feeder outside my office window will soon be flying south. And that I’d better return to the dry cleaner to pick up that winter coat I dropped off months ago…and forgot about.

But it also introduces to our calendars so many imaginative September holidays for book promotion.

How can you use these unusual occasions?

There are so many ways to use these fun holidays! I like to look for opportunities to generate more engagement on social media, blog post ideas, or ideas I can turn into social media images or videos.

Here are a few ideas.

September 1, National Tofu Day, appeals to me because people have strong feelings about tofu. Some, like me, love it. Others have serious issues with it. Why not host a poll on Instagram Stories and ask followers if they love it or hate it?

For more engagement, how about using September 13, Fortune Cookie Day, to ask followers on Instagram, TikTok, Facebook – wherever your audience hangs out – to comment with fortune cookie messages they’d like to find in a cookie but never do? Offer a prize (your book, perhaps) to the person who writes the message you like the most.

National Pet Memorial Day on September 10 made me think of my friend Roxanne Hawn’s “Heart Dog: Surviving the Loss of Your Canine Soul Mate.” Roxanne can leverage the obvious link to her book by starting an online discussion about how humans memorialize their pet. She can also write and distribute to the media a tip sheet offering advice for honoring pet memories that can help their humans deal with grief when a pet dies.

Imaginative September holidays for book promotion

Spend some time reviewing this short list of some of the fun and imaginative occasions coming up next month. Get the full list at HolidayInsights.com.

• September 1 National Tofu Day (UK)
• September 4 Bring Your Manners to Work Day
• September 5 Be Late for Something Day
• September 6 Fight Procrastination Day
• September 8 National Ampersand Day
• September 8 Pardon Day
• September 9 Teddy Bear Day
• September 10 Grandparent’s Day
• September 10 National Pet Memorial Day
• September 10 Sewing Machine Day
• September 11 No News is Good News Day
• September 13 Defy Superstition Day
• September 13 Fortune Cookie Day
• September 13 Positive Thinking Day
• September 16 Collect Rocks Day
• September 16 National Play Doh Day
• September 17 Wife Appreciation Day
• September 19 International Talk Like a Pirate Day
• September 21 International Peace Day
• September 22 Hobbit Day
• September 25 World Dream Day
• September 27 Crush a Can Day
• September 28 National Good Neighbor Day

There are also several book-related holidays in September to consider, including Read a Book Day and National Punctuation Day. You’ll find them in the 2023 Literary Calendar on this site.

Which of these holidays is a good fit for you and your book, and why? How will you use it? Please tell us in a comment.

Affiliate Disclosure: This post contains Amazon Associate 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).

Penny Sansevieri has created the book marketing guide that I wish I had the time to write.

This is good news for me — I can stop feeling guilty about not writing my own guide. It’s even better news for you. Penny’s From Book to Best Seller: The Savvy Author’s Guide to Book Promotion, Smart Branding, and Longterm Success will take your book to the next level.

Note that this is not a “book marketing basics” book, though. As Penny writes in the introduction, “If you want some basic book marketing ideas, From Book to Best Seller isn’t for you. But if you’re ready to up level your marketing, then you’ve come to the right place.”

So who is Penny Sansevieri?

What you need to know about the author

I continually refer authors to veteran book publicist Penny Sansevieri, founder of Author Marketing Experts, Inc., because Penny is very good at what she does.

She’s more than competent, though. Penny is an innovator who tests, measures, and tests some more before bringing new book promotion ideas to her clients.

Just one example: When I ran into Penny at a conference several years ago, she showed me the new book character trading cards she created to help promote a client’s novel. They were colorful, fun, and unique. They were popular, too.

From Book to Best Seller highlights

Penny has written the most comprehensive, here’s-how-to-do-it guide for next-level book marketing that I’ve seen. Here are a few highlights, starting with the table of contents.

How many nonfiction tables of content have you seen with nonspecific and uninspired chapter titles? Nothing turns me off quicker.

Chapter titles within the three parts of From Book to Best Seller include “Key Ways to Make Sure Your Website is Helping You Sell More Books” and “Being Obsessed With Your Reader Will Help You Sell More Books.” Each is loaded with what you need to know and instruction on how to use it or take action.

Here are just a handful of the specifics in this book marketing guide that resonated with me on your behalf:

• Social media engagement is more important than the number of followers; you’ll learn best practices for generating that engagement.
• If you read nothing else, read the website chapter mentioned above, and take note of how you need a goal for your site.
• While many authors say they need to find more readers, Penny points out that authors don’t find readers – readers find books. Your goal is to get your book discovered by the right readers.
• Authors need super fans. How do you create super fans? It starts with a book that’s so good that people rave about and recommend it.
• Will book clubs be interested in your book? Learn how to make that happen.
• The chapter on bookstagrammers will help those struggling with Instagram figure out how to make things happen there.
• Need video ideas? They’re here, near the end of the book.
• The “Bonus Resources” offered at the end of the book are a good example of how to use your book to get email subscribers. I hope they inspire you.

Buy this book marketing guide, but pace yourself

There’s potential for overwhelm because of the volume of information and the level of detail. That’s a good thing, though. Just pace yourself.

But, please, please, don’t skip to the topic that interests you the most before reading all of Part One: Setting the Stage for Success. Without that information, the material in Parts Two and Three are almost useless.

I highly recommend From Book to Best Seller: The Savvy Author’s Guide to Book Promotion, Smart Branding, and Longterm Success. Whether your sales are lackluster or you’re just ready to move to the next level, you’ll find what you need in this book.

Have you read From Book to Best Seller? What did you think about it? Please tell us in a comment.

One of the best ways to stay motivated while marketing your book is to secure a small victory or two when you introduce your book to the world.

That’s why I encourage many authors to start locally with their book marketing.

It’s easier to get a media interview or speaking invitation in your own community than it is regionally or nationally, so you get that “win” sooner.

You don’t want to limit your book marketing to a local audience, of course (unless it’s on a local topic that lacks broad appeal). But there’s plenty of time to expand your promotion and marketing outside your home base after you start locally.

Why you want to start locally

Here’s why I encourage local book marketing:

• Local media outlets — daily and weekly newspapers plus TV and radio talk shows — are often receptive to talking with local authors about their books.
• Starting locally lets you discover which of your publicity angles and interview messages resonate with local media outlets and which fall flat. With some local experience to your credit, you can use what worked when expanding outward to larger, less “hometown-writer-makes-good” markets and toss out those that didn’t work.
• You can can leverage local connections and relationships to uncover and secure marketing opportunities.
• You get valuable practice and experience before hitting the big stage — the national scene.

5 ways you can start locally

How can you start locally to market your book? Here are a few suggestions:

1. Contact local media outlets to talk about the story behind your book.

Your hometown press often appreciates a good “local resident writes new book” story, especially the TV network affiliates with local talk shows. If you live in a major market, you aren’t likely to get daily newspaper or TV talk show coverage, but don’t overlook neighborhood/community weekly newspapers and regional bloggers covering a subset of the city.

Make sure you contact the right individual at each outlet. See point 3, “Start local,” in “How to build a killer book publicity media list.”

Need help writing that “pitch” letter that gets you local media interviews? Get a fill-in-the-blanks template and actual pitch letter sample in Build Book Buzz Publicity Forms & Templates.

As with other book marketing activities, writing a book that is clearly high-quality will give you an edge over another local author who took the “I didn’t spend anything to write/edit/publish my book” route.

2. Host a presentation and book signing at a venue with a connection to your book’s topic.

Marketing is so much easier when you go to your audience instead of trying to bring them to you. Bookstores are one place to do that, but another equally good (if not better!) option is a venue with a direct connection to your book’s content.

Marketing is so much easier when you go to your audience instead of trying to bring them to you.Click to tweet

Where might that be? Options might seem more obvious for nonfiction titles. For example:

• Written a book on how to be more organized? Lead a short instructional workshop at stores that sell products that help people do that. How about Bed Bath & Beyond, Home Depot, and Staples?
• A parenting book author can host a discussion at a new parents Meetup.
• The produce section of the supermarket makes a great backdrop for a cooking demonstration by the author of a book on how to select and prepare healthier meal options.

Do you write fiction? Your book’s settings, storylines, and character professions will inspire you.

• A local fitness center is the perfect book event setting for a romance novel about a relationship that started at an extreme fitness competition.
• Is a hair stylist the star of your book? Plan a gathering at your salon and other in your community.
• An art gallery or museum is an excellent backdrop for a thriller that centers around an art heist..

3. Plan a “meet the authors” night with other local authors at a bookstore or library.

There’s power in numbers. When all participants promote the event, you all benefit from a larger turnout than any of you can generate on your own.

Create an interactive event that allows each author to showcase their book with a brief presentation and take audience questions.

4. Collaborate with a nonprofit.

Consumers respond well to promotions that benefit a cause they care about. Get increased visibility while doing good by donating all or a percentage of profits to your favorite local charity for a limited time.

For maximum impact (and manageability), use an event approach so you benefit from the organization’s event-marketing muscle. One example: The author of a cozy mystery involving cats can collaborate with the local animal shelter to host a book presentation and signing and donate proceeds to the organization.

5. Lead a workshop on how to write and publish a book.

Many communities have adult learning centers or community classrooms that offer one-session classes taught by locals to locals. (Here’s the one where I live.)

You can’t teach authors-to-be everything they need to know in 90 minutes, but you can answer some of the beginner questions you had when you decided there was a book in you.

How I started locally

I was an inexperienced speaker when I started getting local invitations to speak about the topic of my first book, the lighter side of gender differences. Most came without a specific topic request  — “You decide!” they’d say.

One of the first came from an acquaintance who asked me to speak to the women’s group at her country club. I accepted the invitation on the condition that she provide honest feedback on my presentation.

That was a brave move on my part because I knew she wasn’t going to tell me everything was “great!”

And it wasn’t.

Our follow-up conversation was as humbling as it was productive. She helped me improve both my content and presentation style. I took her feedback seriously, kept working to improve, and was soon flying to paid speaking engagements in other parts of the country.

Those lucrative speaking opportunities wouldn’t have happened if I hadn’t figured out what worked and what didn’t locally first.

Start locally with practice, practice, practice

Practice makes perfect. Get that practice locally with the media and in-person audiences.

Expect to learn from your local experiences. When you do, you’ll be better prepared to expand beyond your region with messages that resonate with your readers.

What have you done to market your book locally — or what will you do? Tell us in a comment. 

(Editor’s note: This article was first published in November 2017. It has been updated and expanded.)

Affiliate Disclosure: This post contains Amazon Associate 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).

In his play Julius Caesar, Shakespeare writes, “A soothsayer bids you beware the ides of March.”

Caesar had plenty to worry about in March. But us? We have much to look forward to.

As we end the first quarter of the year, those of us in the northern hemisphere can start thinking about winter slowly fading away. There’s March Madness, the annual multi-week college basketball tournament in the U.S. And let’s not forget about St. Patrick’s Day, when people pretend they have Irish ancestry.

March also offers a rich list of unexpected, whimsical, and quirky occasions you can use to bring attention to your book.

How to capitalize on crazy March occasions

The crazy March occasions list below offers so many fun book promotion possibilities.

If you’re not sure how to go about pairing your book with any of them, use these examples for inspiration:

• Jen Ruiz, author of The Solo Female Travel Book: Tips and Inspiration for Women Who Want to See the World on Their Own Terms, can link her book to March 1, Plan a Solo Vacation Day, by writing and distributing a tip sheet with advice for staying safe on a solo vacation or a similar topic.
• Do you write children’s books? Create interactive website content for March 3, If Pets Had Thumbs Day. Write a fun short story or design a downloadable word search or coloring page. Promote it widely on social media.
• I don’t know about you, but the resurgence of fanny packs caught me by surprise. A trend-aware fashion pro with a book – say, Laurie Brucker Amerikaner, author of You Are the Style! An Every Girl’s Guide to Getting Dressed, Building Confidence, and Shining from the Inside Out – can create a series of Instagram images or a reel showing how to wear them now. Help the rest of us avoid looking like Melissa McCarthy in “Tammy,” please!

Whimsical March occasions you can use

Here’s a partial list of the fun March marketing opportunities you can add to next month’s book promotion calendar. Get the full list on the recently redesigned Holiday Insights site.

• March 1 Plan a Solo Vacation Day
• March 1 World Compliment Day
• March 3 I Want You to be Happy Day
• March 3 If Pets Had Thumbs Day
• March 7 National Cereal Day
• March 8 Be Nasty Day
• March 9 Get Over It Day
• March 9 Popcorn Lover’s Day
• March 10 International Day of Awesomeness
• March 11 International Fanny Pack Day
• March 11 Worship of Tools Day
• March 14 Learn about Butterflies Day
• March 15 Everything You Think is Wrong Day
• March 15 Ides of March
• March 16 Everything You Do is Right Day
• March 18 Awkward Moments Day
• March 18 Supreme Sacrifice Day
• March 19 Let’s Laugh Day
• March 20 Extraterrestrial Abductions Day
• March 20 International Day of Happiness
• March 21 Tea for Two Tuesday
• March 22 As Young as You Feel Day
• March 29 Smoke and Mirrors Day
• March 30 I Am in Control Day

Be sure to check out the list of book-related occasions during March in our 2023 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?

At least once a week, an author asks me, “Should I hire a book publicist?”

Are you wondering about this, too?

Before offering advice, I need to know an author’s long-term goals, the book’s quality and publicity potential, and the individual’s financial situation.

I also want to make sure any author considering this investment understands:

• Why they’re considering hiring a book publicist — what do they hope a publicist will do for their career?
• What a publicist can and can’t accomplish for an author and their book.
• There are no guarantees with book publicity — a publicist can’t promise anything (and if they do, it means they’re using your money to pay the media outlet…we call that “advertising”).
• A publicist is a significant financial investment.

The financial investment

Authors accustomed to marketing emails proclaiming, “We’ll promote your book for $99!” are often surprised when they learn what experienced book publicists charge for their time, skill, and know-how.

So let’s start there. It will help to know if you can afford it before you think about the other specifics we’ll talk about here.

A good, experienced book publicist charges $3,000 to $5,000 a month and needs at least three or four months to work on your book — often six.

If you can’t afford that, stop reading now.

Yes, yes, you can probably hire somebody for less than that. But that’s the going rate for experienced specialists.

And before you pull out the calculator to figure out how many books you’ll need to sell to break even, understand that you probably won’t earn back your publicist fees in book royalties or sales alone.

Who should hire a book publicist?

So who can afford to take that kind of risk on behalf of their book? Someone who can afford to invest in their career.

Authors who can afford a publicist typically fall into nine categories.

Authors who can afford a publicist typically fall into nine categories. Do you fit into one of them?Click to tweet

1. Traditional publishing contract authors with a large enough advance against royalties to fund an outside publicist.

I coached a first-time author with a six-figure advance who invested some of it in media training and two publicists, each with a different specialty.

2. Successful, well-compensated entrepreneurs or executives.

These people often hire a ghostwriter for their book, too.

via GIPHY

3. Consultants, coaches, and professional speakers who wrote a book to help build their career, generate higher fees, or build a client base.

Publicity for a book that is essentially a large business card can help generate enough income to cover the publicist’s fee.

4. Career authors who know that the size of their next advance depends on how well their most recent book sold.

They want to make sure they sell enough copies of this one to get a solid advance for their next manuscript.

5. Self-published experts who have written books on trending topics and have invested in a quality book that rivals anything published by a traditional book publisher.

This means they’ve paid for professional cover design, editing, and proofreading; and have enlisted objective beta readers to provide constructive feedback on the manuscript. The result is a darned good book.

6. Individuals looking to build a platform for their first or subsequent books.

Publishers prefer authors with a solid platform. Media exposure is a platform component that can enhance the marketing section of the author’s book proposal and improve the odds of landing a publishing contract.

Media exposure is a platform component that can enhance the marketing section of the author's book proposal and improve the odds of landing a publishing contract.Click to tweet

7. Authors who can afford to spend the money without worrying about whether they will earn the money back.

They’re investing in their career, but won’t suffer financially if the publicity campaign doesn’t meet the publicist’s expectations.

8. Authors with a top-quality, self-published book who want to leverage high-profile publicity to help get their books into bookstores and libraries.

Retailers and libraries look for reader demand. Publicity both generates and demonstrates interest.

9. People who are independently wealthy.

They often pay for an expensive publishing package and corresponding marketing because it’s the easiest path to a finished book … and because they can. These individuals often have high expectations for book publicity.

Publicity can generate an income boost

When a campaign is successful, savvy authors leverage the media exposure to secure:

• More and better paying speaking engagements
• Higher consulting fees
• More coaching and consulting clients
• A larger platform for related products that can include online courses, companion workbooks, and coaching programs
• A larger advance for their next book

This is a snapshot of the potential; it’s not a guarantee.

Who shouldn’t hire a book publicist?

If you don’t fall into one of those nine categories above, be very, very cautious if you still want to hire a publicist. Remember, there are no guarantees.

A good publicist will tell you what they think they can accomplish for your book, but they can’t promise any of that. That’s because there’s a gatekeeper between the publicist and the results you want, whether it’s an appearance on “The Daily Show” or an interview about your book’s topic in the Chicago Tribune.

A good publicist will tell you what they think they can accomplish for your book, but they can't promise any of that.Click to tweet

The gatekeeper is a producer, editor, writer, or reporter. They are the people who decide which sources get interviews and which products get featured.

With that in mind, I don’t recommend contracting wtih a book publicist if:

• You think a publicist should work for a percentage of book sales. It doesn’t work that way. (And I’m not going to argue about why it should.)
• You have to borrow money for the fee.
• You can’t afford to spend the money without being certain that you will get tangible results. Because you might not.

Extra credit homework

If you think it makes sense to hire a publicist, please read two articles on this site first:

• “7 things you need to know about working with a book publicist” offers insights into how it works and what to expect (and not expect).
• “How one author got ripped off and how you can avoid it” gives you seven questions to ask as you work through the outside consultant selection process.

Ask authors who have hired a book publicist to talk to you about their experiences, too. What results did they get? Were they satisfied? Would they do it again?

Do it yourself instead

Because of the expense and risk associated with a publicist, many authors decide to do it themselves. If you’ve got more money than time, hire a pro. More time than money? Do it yourself.

But learn how first.

Be sure to read my article, “How to be your own book publicist.” Search online. Take a course. Read a book. (Consider looking outside the “for authors” book genre to publicity how-to books for small business owners and entrepreneurs, too.)

Whether you hire a book publicist or decide to do it yourself, do your homework first (I offer one-on-one book marketing coaching that can help). The more you know first, the more likely you are to be satisfied with your decision.

If you’re hired a book publicist, please tell us in a comment how you found the person you hired.

(Editor’s note: This article was first published in July 2017. It has been updated and expanded.)

Because I know how powerful news media exposure is for books, products, and services, I’m constantly encouraging you to pursue publicity for your book.

My publishing experience is a great example of why it’s important. My first book contract was a direct result of publicity I generated for a subscription newsletter I created around the lighter side of gender differences. That book sold out, thanks to book publicity generated when my publisher’s in-house book publicist and I collaborated and worked together as a team.

My second book sold out three press runs on the strength of publicity alone. (It was published before social media was a thing.)

Because I think publicity is so important to your author career, I asked a veteran book publicist how she decides which authors and books to work with and how self-published authors can make their work more promotable. It’s an enlightening Q&A with important insights.

Introducing book publicist Karen Engler

I met Karen Engler after I used HARO to find sources for an article about how to turn your passion into a retirement project. I was so impressed with her pitch on behalf of her author client and our resulting conversation that I knew she’d provide thoughtful answers to questions I wanted to ask on your behalf.

Karen is a 30-year publicity veteran specializing in flexible author media tours. As a secret weapon on publicity teams, she has vast experience with nonfiction and children’s books.

Her hobbies include an obsession with animals – especially dogs – and tiny houses. She’s excited to hear about people’s passion projects that have led to their books. Feel free to reach out for a quick consultation; here’s her email address.

Q&A with book publicist Karen Engler

Whether you are a DIY marketer or are considering hiring a publicist, Karen’s insights will help you understand what you need to succeed.

I’ve noticed that not everybody understands what a book publicist does. What services do you provide?

Yes, part of that confusion is because publicity can be a broad category, but publicists are best known for lassoing media attention.

My focus is;

• To generate press materials like press releases, author Q & As, advise on videos, edit articles, and more. It’s different for everyone.
• To reach out to journalists; bloggers; newsrooms (where applicable); website content directors; producers; and radio, podcast, and TV hosts, to lasso media coverage of their books.
• To present the books and authors in the most concise and personalized way. This can vary depending on whom I’m approaching.
• To read the book!

What makes you decide whether to take on an author or book? What do you look for?

I have to be inspired by them and their story or their angle or approach to any given topic. One of the things I love about working primarily with nonfiction books is that most authors are doing an act of service. Whether it’s to inform or entertain, I like being part of bringing their efforts to more people.

I prefer to work with open-minded people. Though I always start by swinging for the fences, the most significant results often come after you redirect or regroup who and where you’re pitching. I’ve seen some amazing things come out of coverage from small media outlets.

I've seen some amazing things come out of coverage from small media outlets. ~ Book Publicist Karen EnglerClick to tweet

What’s your biggest challenge when representing an author?

Finding the sweet spot, that is, the intersection of the author’s work/topic with the zeitgeist in our culture (and media) at any given moment. Then finding the best way for their work to jump off the page.

What’s the difference between promoting a self-published book and one that’s traditionally published?

Traditional publishers are ninjas at packaging books. Though I’m not a big fan of pitching solely with their general press release, they’re great at describing a book and its relevancy.

Self-published books tend to come from lesser-known authors. There’s much nuance to presenting someone who is new or has done little media. This takes a lot more time as well. It is also a big turn-off to people in the media when it’s obvious that authors haven’t worked with an editor on their book.

It is also a big turn-off to people in the media when it's obvious that authors haven't worked with an editor on their book. ~ Book Publicist Karen EnglerClick to tweet

What can a self-published author do to help make hiring a publicist worthwhile, or to enhance their chance of success if they go the DIY route?

Let go of old-school expectations! It’s a long game now. There is some pre-pitching six months out. However, campaigns start later and go longer than they used to, about six to eight weeks before the publication date, and then continue three to four months after that.

If someone chooses the DIY route, they should be comfortable handling rejection and lack of response. I prototyped a consultancy with authors who wanted to save money and handle their press, and I took over. They were bummed out when they should have been writing! With a few exceptions, it’s taking on another job.

What’s the most important thing you’d like authors to know about working with a book publicist?

A cookie-cutter or formulaic approach to book publicity is short-sighted. Every book is unique. Some methods tend to work, but there’s no formula. Also, success isn’t guaranteed just because another author has written a massive bestseller about the same topic.

A cookie-cutter or formulaic approach to book publicity is short-sighted. Every book is unique. ~ Book Publicist Karen EnglerClick to tweet

Big thanks to Karen for taking the time to answer these questions so thoughtfully!

What questions do you have for book publicist Karen Engler about working with a book publicist? Please ask them in a comment.