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!

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).

My recent newsletter subscriber survey revealed that many authors struggle with the technology required to succeed as a writer today.

For example, I know from that survey and one-on-one conversations that the technology involved with starting an email list and newsletter is a roadblock for many.

I also know from my own experience that you can incorporate technology into your workflow without (a) understanding how it works, (b) setting up the helpful systems yourself, and (c) your head exploding.

6 ways to tackle author technophobia

It’s important to keep those three points in mind because it’s hard to accomplish what you need to without using today’s tech tools and resources.

I realize that tech intimidates those of us who aren’t what marketers call “digital natives.” I don’t want that to stop you, though.

Here are six ways to go over, under, or around those tech roadblocks holding you back.

1. Pay somebody to do it for you.

Designing a website is above my paygrade, so I paid a pro to redesign and update mine at the end of last year. And I’ve worked with a talented, younger-than-me, tech-savvy virtual assistant for years.

That’s because I don’t have the time for or interest in learning how to do everything involved with certain aspects of authorship and running a business.  

So, helping someone else earn a living by doing what they do best lets me focus on what I do best.

Not everybody is able to pay for help on an ongoing basis, though. Even so, it’s often affordable as a one-time “let’s get you up and running” option.

So where do you find someone?

Here are a few ideas:

• Stop by the Geek Squad counter at Best Buy and ask if anyone moonlights.
• Network among friends and family.
• Contact the career services department at a local college or university.
• Contact a technology instructor at a local community college.
• Ask for referrals in online author groups.
• Ask a specific software provider (such as what you’ve decided to use for email marketing) for a list of recommended set-up service providers.

2. Take a course.

I pay for courses on very specific aspects of how to do something, rather than larger, more universal topics. (Think “how to get your book set up on KDP” versus “how to self-publish a book.”)

I use a three-step process to find trainers I can trust to teach me about a technology topic I want to learn about:

1. Sign up for newsletters from people who seem to know a lot about it.
2. Read the newsletters to see if my instincts are correct.
3. If the person knows their stuff and communicates it clearly to non-techies like me, I’ll buy a course that walks me through what I want to learn.

If learning by taking a course appeals to you, online course marketplace Udemy is a great resource (I only buy courses there when they’re on sale).

Don’t overlook in-person courses at community colleges or adult learning centers for help with author technophobia, either. Public libraries and community centers often offer tech classes, as well.

The trick is finding something affordable. But that’s possible, especially when you look beyond the “author-advice” world for them.

3. Purchase “plug and play” software and other tools.

One reason so many of you took advantage of the MockupShots sale was because you could see that it’s so easy to use.

“Easy-to-use” is why AI (artificial intelligence) tools are so popular with authors and others now, too.

Once you learn how to ask questions that generate the results you want, AI technology can work hard for you as a writer’s assistant. (Not sure how to ask the right questions? There are online tutorials and courses for that.)

4. Join online author groups and ask targeted questions about specific author technophobia challenges.

There are lots and lots of author how-to groups on Facebook with smart, experienced members who are happy to share what they’ve learned – within reason.

“Within reason” means asking “Can anyone refer me to an affordable resource for learning how to use Canva?” rather than, “Can anyone show me how to create a social media image on Canva?”

Questions that are too broad yield too few answers. Instead, zero in on a specific aspect of the broader topic that confuses you the most, or that you can’t seem to find information for online.

5. Watch tutorials on YouTube.

I can’t tell you how many times YouTube videos have shown me how to tackle tech problems.

It’s most helpful when you’ve got the tutorial on one screen – your smartphone or tablet, for example – and the problem you’re dealing with on another, such as your computer screen. Then you’re not switching between YouTube on a browser tab and the problem on the program you’re using.

6. Hire a coach.

Sometimes all you need is someone sitting next to you showing you how to do it.

Want help figuring out social media or making the most of your smartphone? Call the guidance office at the local high school for suggestions about who might be open to helping.

You can also find a coach using the resources detailed above in the first tip above, “1. Pay somebody to do it for you.”

If I can do it, so can you!

I know you can conquer your author technophobia and overcome many of your tech obstacles. You just need to believe that as much as I do.

I tackle my tech intimidation the same way I tackled childbirth.

I was terrified of the pain I might experience during labor and delivery.

I got over it by looking at all the mothers around me – in supermarkets, at the mall, in my friend circles. I told myself that if all these women and all the other mothers on the planet could survive childbirth, so could I.

And I did. Twice.

You can overcome author technophobia, too. You just have to want to. And you must believe that you are just as capable as anyone else who is already doing it.

Because you are.

Take this challenge: If you feel like a lack of tech know-how is holding you back, select one of these six tactics to try today. Which one will it be? Tell us in a comment!

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).

I love when someone I follow shares their favorite tools and resources in a blog post or podcast episode. I nearly always discover something I can add to my arsenal.

Maybe I can offer you an “aha!” or two by sharing the favorite writing tools I use day in and day out, too.

A couple – like the mug warmer on my desk to the left of my keyboard – are things I use so much I take them for granted. Others are tools I use weekly, rather than daily.

But they’re all resources I’d panic without – every single one of them.

Category 1: Writing basics You’re Probably Using, Too

I’m a blogger, freelance writer, author, and book marketing resource creator. I wouldn’t be able to earn a living without the tools that are foundational to writing.

Click on the name of each resource to learn more.

Word for Windows

Do you write in Word, too?

This is so basic for me that I’m always (still) a little surprised when someone in an author group asks what software they should use to write their book.

I remind myself that not everybody has been pounding away on a keyboard since desktop computers – along with Word – entered the workplace.

I’m hearing good things about Scrivener for books, too. (If you use it, please tell me what you like about it in a comment below!)

WordPress

WordPress is the tool my website designer used to build my website. It’s particularly blogger friendly – I can create and format content for you without knowing anything about programming.

WordPress has a lot of competition, especially among small business owners like you and me (yes, authors are small business people). Even so, almost half of all websites are powered by WordPress.

It’s both powerful and easy to use. I’m sticking with it.

Category 2: Office Supplies

There’s nothing cool or whizbang about the products in this category that I use daily. But I’d be lost without them.

Mug warmer

I can’t write anything longer than an email without a cup of tea next to me.

This gem keeps it hot as long as there’s something in the cup.

Scholar Notes Organizer notebook

Big thanks to my bestie Marcia for introducing me this side-spiral notebook I use as my “big ideas” notebook.

I record product ideas, capture brainstorming notes, and track progress of products or programs I’m creating. I pay $1.25 for them at Dollar Tree, so check your local dollar store first.

Pilot G-2 07 roller pens

How do I love thee, blue G-2 roller pen? Enough that I bought a 14-pack at BJ’s for a great price.

Word flow is easy and smooth.

Category 3: Success Tools

These are my favorite time-saving, productivity-boosting tools.

Headline Studio

I use this headline-writing tool so much that the brand invited me to join its influencer team.

It’s both a WordPress plug-in and web-based tool that helps writers create effective, attention-getting headlines.

The first week I started using it to craft new headlines and rewrite older ones, my site users increased by 56% and time spent on the site increased 50%.

There’s both a free and premium version. I have a premium account; my influencer link lets you try it free for seven days.

Canva

The top graphic you see on this post? I created it with Canva.

I use this graphics resource almost daily for my weekly blog post images, social media graphics, and to create printable products that include worksheets (I’ll be introducing a printable bundle soon!).

Canva Pro, the premium version, has more options that reduce the amount of time I spend creating content. Still, if you don’t use Canva as much as I do, you can probably get what you need with a free account.

Depositphotos

There was a time when I spent hours scouring free photo sites for images for my blog posts and social media graphics.

But time is money. So I now pay for a Depositphotos image pack and get what I need in seconds.

Huge. Timesaver.

ConvertKit

ConvertKit, my email service provider, was designed for creators like us.

It’s powerful, yet easy to use, and technical support is excellent.

The brand also works hard to help its customers succeed. I recently participated in a free ConvertKit mastermind webinar where participants broke out into small groups to discuss their email marketing challenges. That time with people who are far more experienced than I am was invaluable.

What are your favorite writing tools?

I use other tools, too, such as QuickWrite as a writer’s assistant, and Qwoted to find experts to interview for articles assigned by clients, but not always daily or weekly.

Be sure to check the Resources page on this site for even more help solving problems we all share.

I’m curious about what you use and love, too.

What are your favorite writing tools or resources — from tangibles to software or even services? Please tell us about them 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.)

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 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).

I learned about Make a Big Impact With Your Book: Author Marketing Strategies for Long-Term Success by book marketer Melanie Herschorn on social media.

Without looking the book up on Amazon, I contacted the author for a review copy. The title told me that it’s a book you’ll want to know about. (I mean, if you’re reading a book marketing blog, you’re probably interested in long-term book marketing success.)

I didn’t even look at the Amazon description before I started reading the book. Again, the title was so broadly on-target with what most of my blog readers want to learn, that I didn’t think I needed to.

That was a mistake.

Note to self: Always read the book’s description

It’s why I was surprised when I saw in the third paragraph of the first page of text that the book is for “thought leaders” who have written a nonfiction book. That’s a pretty narrow focus.

Huh.

Only then did I pull the book up on Amazon.

The description clearly says,“Are you a nonfiction or children’s book author with a powerful message to share with the world? Do you dream of becoming a thought leader, increasing your book sales, and leaving a lasting impact on your readers?”

Whoops.

Stop now if you write fiction

The fact that it’s for a narrower audience than I expected is not a dealbreaker, of course. (But it does explain why my Kindle announced it was a one-hour read and the description noted the paperback version is just 115 pages.)

And really, so much of what works with nonfiction book marketing also applies to fiction.

Except not in this case – and that’s okay. Most of Make a Big Impact With Your Book won’t help novelists.

The key to long-term book marketing success

This book is built around the premise that its readers are mission-driven (yes, cynical me rolled her eyes while reading that chapter), and the advice focuses 100% on content marketing.

The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

It adds that when you use content marketing, you aren’t pitching products or services – in this case, a book. Instead, you’re providing your target audience with relevant information that helps them in some way.

It’s an approach designed to build trust in the entity providing the useful content.

All good. This blog is an example of content marketing, so you know I appreciate the strategy’s value.

Repurpose your book’s content for long-term book marketing success

The author wisely advises readers to build their content marketing plan from their book’s content. She explains that you can use it to create:

• Blog posts
• White papers
• Podcasts
• Emails
• Social media posts
• Lead magnets
• Guest blog posts
• Articles for blogging platforms such as Medium and Substack
• Public speaking
• LinkedIn articles and newsletters
• Recorded videos
• Live videos
• Online summit presentations

(I’ll add one more to her list: tip sheets.)

This strategy is absolutely a smart timesaver.

Herschorn shares more “what” and “why” than “how,” though. She writes about what you need to do, but I felt like you’d need more instruction on how to do much of it.

Still, repurposing your book’s content into several different forms for marketing purposes is smart.

Will the book help children’s book authors?

Back to that book description I overlooked…it says it’s for children’s book authors.

Um, no.

The content marketing strategy might work for some children’s book authors, especially nonfiction books for older readers.

But there’s no question that it’s a book for people who have written nonfiction books they want to use as giant business cards to generate consulting and speaking gigs, among other opportunities.

The author illustrates her points with helpful anecdotes from client experiences, but only one of them is for a children’s book.

Children’s book authors might need more help connecting the dots than the book offers.

Should you buy this book?

Take these specifics into account before buying this book:

• I’ll admit that I feel like the title makes it a bit of a bait and switch. A more accurate title would be: Make a Big Impact with Your Nonfiction Book: Content Marketing Strategies for Long-Term Success.
• The author’s advice is solid. And some of it is universal for all authors — specifically, why you must get clear on your target audience and where you’ll find them online, and the importance of consistency in your marketing.
• Readers get a URL for several helpful worksheets and tips. That URL is repeated over and over and over. Including screenshots for those bonus resources plus information on how to use the worksheets would have added value to the book. (But I love a digital download!)
• If you believe the book will help you, get the Kindle version after you’ve accumulated a few digital credits from Amazon. At $9.99 for the equivalent of 100 print pages, I think it’s a tad over-priced. But it’s more affordable than the higher-than-I’d-expect print price.
• This book is a big lead magnet for the author. I don’t think it’s a stretch to say Herschorn wrote this book to build credibility with the people her LinkedIn profile says are her ideal clients: law firm founders and million dollar business owners. She’s saying to them, “You can trust me to market your books.”

Regardless of Herschorn’s motive for writing Make a Big Impact With Your Book, it’s a useful, albeit limited, resource for nonfiction authors. Just don’t expect it to give you a complete blueprint. (Here’s a better book for that.)

What’s your best nonfiction book marketing tip? Please share it in a comment!

Have you ever needed to transfer a book to your Kindle from an email message?

I had to remember how to do that recently when I was e-mailed a couple of e-books to review. The process has changed just a bit since the last time I did it, but it was still easy.

You might want to know how to do this so you can transfer review copies from email to your device.

But you’ll also want to explain the steps when you email your own book to reviewers who prefer this over a PDF version. (So bookmark this link to share with others later.)

Here’s how to do it.

1. Find your Kindle e-mail address.

To do that, login to your Amazon account. Select “Accounts & Lists” in the upper right.

On the next screen, scroll down to “Digital Content and Devices” and select “Devices.”

Select “Preferences” on the top tool bar.

Scroll down the page to “Personal Document Settings” on the bottom. Click on it.

Scroll down to “Send-to-Kindle E-Mail Settings,” where you’ll see your Kindle email address. Copy and save it.

2. Add the e-mail address you’ll use to send the e-book to your Kindle email address.

To do that, stay on the “Preferences” page and scroll down past your “Send-to-Kindle E-Mail Settings” to “Approved Personal Document E-mail List.” 

Click on “Add a new approved e-mail address,” then add the address in the space provided and select “Add Address” in the lower right corner.

3. Send your file as an attachment to your “Send to Kindle” email address.

Now shift from your Amazon account to your email program.

More often than not, the publicist or author emails the book to me as an attachment. I just forward that message with the file attached to my Kindle address.

The alternative is to download the file to your computer, then send it to your Kindle address by attaching it to a new message.

You don’t need to include a subject line.

4. Wait a few minutes, then turn on your Kindle.

Give the message time to get where it’s going. Then, turn on your Kindle.

The book you sent will be waiting for you on the main screen. (If it isn’t, sync your Kindle.)

Not too hard, eh?

The sender can email the book directly to your Kindle address, but…

…two things have to happen first:

• You must give them your Kindle email address.
• You must add their email address to your “Approved Personal Document E-mail List.”

In my experience, most authors and publicists are unaware of this option.

Still, it will save you a step if you’re willing to request this method.

Use this method to send review copies

There are a number of ways to send review copies to readers. Services that include NetGalley, Bookfunnel, and Book Sprout (among others) will do it for you, too.

When you know exactly who you want to send it to, though, this approach is cost-efficient. The challenge is getting the recipient to take the time to follow these steps to find their Kindle email address and add your address to their approved sender list. But it’s an easy thing to do when you know how!

Sometimes the issue is less about how to get a review copy into a reader’s hands, and more about how to find those readers who will read and review it.

If you need help with that, download my free cheat sheet, “9 places to look for readers who write reviews.” You’re certain to find a few options that work for you and your book.

Download my free cheat sheet, “9 places to look for readers who write reviews.”

How do you send review copies to readers? Please tell us in a comment.

(Editor’s note: This article was first published in April 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).

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!

Who reads books?

We’d like to think it’s “everybody,” just like we want to believe the target audience for our books is “everybody.”

Neither is true. That’s why none of us should be marketing to “everybody.” Instead, you want to market to people who read books, and read books in your genre or category.

This article is designed to give you some of that information.

What follows is a more-than-shallow, but not-exactly-the-deepest dive into who reads books and what they read followed by a few insights from the data that you can use as you write and market your books.

Who reads books?

Who reads books? Who doesn’t read books?

Turns out that the more education and money you have, the more likely you are to be a book reader. Here are the specifics. I’ve added links to the original source of each statistic where you’ll find more information.

General

• A little more than half of all Americans said they read at least one book last year, but most – 82% – read 10 or fewer. (source)
• The percentage of urban adults who said they’ve read a book in the previous 12 months increased by 6% from 2019 to 2022. (source)

Education level

• Individuals with postgraduate degrees own the most books. (source)
• 73% of Americans with a college degree said they read at least one book in 2023 while less than half, 44%, of those without a college degree did. (source)

Gender

• American women are more likely than men to have read a book in the past year. (source) This is the case globally, too. (source)
• At 51.4%, slightly more men than women reported being non-readers. (source)

Age

• People 65 and older had the fewest non-readers at 41.4%, while those 45 to 54 had the highest number of non-readers, 60.9%. (source)
• 19% of Americans between 31 and 35 own at least 100 physical books, compared to 31% of those between 51 and 55, and 42% of those between 71 and 75. (source)
• 24% of middle-grade books sold are comics and graphic novels, but that drops to 16% when Dav Pilkey’s Dog Man books aren’t included. (source)

Income

• There’s a correlation between reading and income level. Adults living in households earning less than $30,000 annually are less likely than those whose annual household income is $75,000 or more a year to read books. Almost one-third – 31% – of those in the lower income bracket aren’t book readers compared to 15% at the noted higher income level. (source)
• 15% Americans of who earn less than 75% of the median national income (currently $74,580) own no books and 16% own at least 100. On the flip side, just 4% of Americans who earn at least 200% of the median national income own no books and 40% own at least 100. (source)

What do they read?

Let’s look at the formats people read – print (hardcover and paperback), e-book, and audio – and some of the genres.

Format

• Print books are read the most at 34.4%, followed by e-books at 14% and audiobooks at 10.7%. (source)
• In early 2021, 65% of adults said they have read a print book in the past year. (source)
• Just 9% of Americans read only e-books and audiobooks. 33% of those reading digital formats for reading also read print books, while 32% only read print books. (23% read no books.)(source)
• More than 40% of Americans read a print book in 2023, while 21% read an e-book and 19% listened to an audiobook. (source)
• At 45%, older Americans (65+) read print books more than other age groups do. (source)
• Women are slightly more likely to read print books than men – 38.7% to 32%. (source)
• Women are more likely than men to read e-books – 17.1% to 13.6%. (source)
• Americans who read digital books consumed more books in 2023 than those who don’t. For example, those who do so were more likely to say they read or listened to more than 20 books in 2023. (source)
• Between 2018 and 2022, revenue from all book formats declined with the exception of audiobooks, which increased by 71.7%. (source)
• More than half of audiobook listeners – 57% – are 18 to 44. (source)
• Children listen to audiobooks. Of audiobook listeners with children, 56% say their kids listen to them, too. (source)
• Audiobooks for children grew 41% in 2022, giving that category the highest growth, but they’re only 3% of the market. (source)

Genre

• Romance is hot, hot, hot. Sales of romance books increased 52% in the 12 months preceding May 2023, with much of the growth coming from new and younger readers discovering the category on TikTok and through book-to-streaming projects. (source)
• At 55%, mysteries and thrillers are the most popular audiobook genres, followed by science fiction and fantasy at 48%. Following that are biography and memoir, romance and drama, self-development, and business and personal finance. (source)
• Mysteries and histories were the most popular genres in 2023. More than 35% of those who have read a book that year said they’ve read at least one book in both of those genres. (source)
• 45% of female readers read at least one crime novel or mystery in 2023. That compares to 28% of male readers. (source)
• In 2023, 49% of men read at least one history book, compared to 24% of women readers. (source)
• Mysteries were the fourth most popular genre for men in 2023; history books were the sixth most popular for women. (source)
• Globally, sales of travel books were up in 2023 while comic book sales were down. (source)

Why do authors need to know this?

The more you know about the people who will buy your book, the more likely you are to get your messages in front of them.

When you really know your target audience, you’ll know:

• Which social networks they use
• How they get information – radio? Podcasts? Online news sites? Daily newspaper?
• How they decide what books to read
• Whether they prefer printed books, e-books, or audiobooks

Your understanding of who is most likely to buy your book will guide your marketing messaging and where you need to show up online.

With that in mind, what did you learn from the information outlined in the data above?

Data reveals information authors can use

Here are a few of my takeaways from the research summarized above that might help you.

1. If you want to sell more books, don’t limit yourself to publishing e-books only, as so many authors do. Readers still like printed books, and audiobooks continue to grow in popularity.
2. If you’re the type of author who likes to write to market demands versus those who have a specific story they need to tell, write romance novels for younger women.
3. Well-educated, wealthy people are a more lucrative market than older people at a low-income level.
4. Children’s book authors have the potential to stand out among parents who buy audiobooks for their children, as the category is growing, but the selection is still small.

And this is just a start.

This information, combined with your own research into what makes people decide to buy a specific book (spoiler alert: Recommendations from people they trust tops the list), can help you make important decisions about your book’s format and how you’ll market it.

So dig in. Think about it. Then act.

What did you learn from this data? How will you use it? Please share one “aha!” with us 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.