After I self-published Kwoted, it didn’t take me long to realize how much I’d underestimated the importance of marketing. As a result, I’ve spent a year researching different aspects of book marketing that might be helpful whether you plan to self-publish or go the traditional route. The following advice is based on an interview with publicist, Priscilla Goudreau-Santos. She has worked in communications for many years and has an extensive, well-rounded background in public relations, journalism, and marketing within diverse industries.
KEG: What are the benefits of hiring a book-marketing publicist?
PGS: One of the advantages of working with a publicist is that he or she can offer you needed exposure to media. Your publicist has the expertise to develop a list of media and bookstores that are best for you—saving time and energy. Publicists will also make the media calls for you. Although it’s necessary to make an investment in publicity, in the long run it’s much less expensive than traditional advertising and more credible. It also saves you time so you can focus on writing.
KEG: What are the top three things you believe a good publicist provides to his or her client?
PGS: When you interview potential publicists, ask them if they will regularly update you on their progress and provide you with information such as media lists, a schedule of media outreach, follow-up results, and any other outreach they may do for you. An experienced book publicist can be a valuable, effective partner who will offer education and direction, and can increase your book’s visibility in a very crowded, noisy field.
KEG: What are some mistakes that you see self-published authors making when marketing themselves and/or their books?
PGS: Oftentimes, authors don’t start with a plan. The first step is to determine your goals and expectations. Your book publicist is a resource and guide through all the myriad media outlets, but you are critical to your book’s success. Is your goal to sell a certain number of books? Or, is it to gain recognition of a cause that’s near and dear to your heart? The next step for authors is to start their marketing campaign well in advance of publication. I suggest that they learn as much as they can about publicity and marketing well in advance of their book’s publication date. A good resource is their publisher’s publicist or marketing manager. Once an author has determined her goals and expectations, and thoughtfully plotted a three- or six-month strategy, he or she can decide whether working with a publicist makes sense.
KEG: Now that social media is a part of everyone’s lives, what do you see as the most important step in a social media campaign?
PGS: Consistency. Use the channels that are most familiar to you and your fans. And, those that fit your demographic e.g. women ages 25-55. For example, if Facebook is a good tool in reaching your fans – one that you use frequently — this is a good place to start. If there are others that work well with your book topic such as Pinterest, use those in lieu of these or in addition to your preferred social media.
KEG: How much should someone expect to pay for a publicist?
PGS: The answer to that varies by which publicist and program you choose. I believe an effective campaign will vary from about $1,500 to $10,000 and might reach $15,000 depending on the scope of your marketing program and the results you hope to achieve.
KEG: Is there anything else you’d like to add?
PGS: As an author, remember that you’re in it for the long haul. Develop a campaign that reflects your values, is comfortable for you to implement, and that is sustainable over time. If you create a website or blog, make sure that you post to it regularly and that you include information that’s interesting to your readers apart from your book. Do this with your social media as well. The goal for all your online and traditional media is communication, and developing a following is all about being interesting. Thoughtful, funny and informational posts will go a long way in building loyalty.
Priscilla Goudreau-Santos specializes in book and author publicity. She owns Charlotte-based PR firm Priscilla Goudreau Public Relations & Marketing, http://www.priscillagoudreaupr.com, and is a partner in the author online platform, AllAbouttheAuthors.com. She serves authors and clients within diverse industries throughout the southeast including real estate and health care. You can reach her at 904-371-7751 or via email at firstname.lastname@example.org.