Six Marketing Tips for Time-Starved Writers

by Mary Kennedy 

        “So why aren’t you out there promoting your book?” a neighbor asked the other day. “I figured you’d be jetting across the country by now, schmoozing with celebrities,  hanging out with Oprah and Ellen and Meredith. You know, plugging your book.” 

        I sighed. How do you explain to a non-writer that publishers don’t send midlist writers on fabulous book tours? And that the chance of my getting on Oprah  is about the same as Brad Pitt suddenly deciding he’s going to leave Angelina for me?  They don’t understand that 90 percent of a publisher’s promotional dollars is spent on their stars; their best-selling authors who make “the lists.” 

      So, assuming that the publisher isn’t going to put a huge promotional push behind your book, what can you do?  As it turns out, maybe more than you think.. 

1. Write a dynamite press release. Just think, for the price of a postage stamp, you can reach a newspaper reporter or book reviewer and snare an interview. It amazes me that so many writers don’t take advantage of this terrific opportunity. Every time I’ve sent out a press release, the pay off has been tremendous--a newspaper feature, a radio interview, a television show or a magazine profile.  Free publicity!

2.  Keep up with your media contacts, you never know when they will feature you again. Every contact I’ve made  has spiralled into other opportunities. When I sent a press release to Delaware Today, they ran a nice story about my books. When it came time to select “People to Watch” for their annual issue, the reporter nominated me and I was selected for the “Arts” category.  I was invited to a lovely cocktail reception with other winners and the governor handed me my award.  And of course there was media coverage of the event. It was a win-win situation!

3. Be open to opportunities. When I was featured on a Philadelphia television talk show, the producer complimented me on my performance.  I told him that I’d worked as a television newswriter and on-air reporter for a network affiliate in Nashville.  Then the executive producer asked me if I’d be interested in a new hosting job that had just come up at his station. You bet I was!

4. Offer input on local media stories involving writing, the arts and entertainment, etc. It’s so easy to send a quick e-mail with a comment, a helpful hint, or a compliment. Since I’m a licensed psychologist, I often dash off a note when I see psychology mentioned in the news. I might compliment the reporter on a job well done, or even supply a link to an interesting article in a scientific journal. That’s one way to get included in the reporter’s rolodex. The next time that topic is featured, you will be the person he or she will turn to!   

5. Never underestimate the power of a jazzy, yet inexpensive press kit. Mine is a bargain, and has a bright cover sheet that features my latest book. I use a small picture of the book cover in the upper left hand corner, and I print out my press release on that page. The second page is a short Bio. Nothing dull is allowed!  I always go for humor and mention my “five neurotic cats” who have “resisted my attempts to psychoanalyze them.” Then the third page is a Q and A. I write out questions (and answers!). I put all this in a folder that has a clear cover, attach 2 business cards to the top and send out about a dozen to carefully selected contacts. 

6. Develop a fun, witty presentation that you can deliver to civic and community groups. Most of us are used to speaking to fellow writers, but why not expand your horizons and widen your contact base? Simply get a list of civic organizations in your home town (the library usually has these on file) and write a letter to the program chair. They are always looking for entertaining speakers–I promise you!          

 Try these tips and who knows? Maybe you really will be on Oprah!