Assuming your budget allows one of the most significant decisions you face as a first-time author is whether to hire a publicist. It's well established that professional book marketing services benefit every author. But if funds do not allow for one, you may need to take on marketing as a DIY effort. If yes, keep in mind it's a full-time job for the months around your publication date. It's not something you can do on and off with much expectation for success. Especially when you're acting as your own publicist and being the person the media interviews, it's time-consuming; make a plan and follow it consistently.
Before you begin the media outreach process, you'll need to launch a website and professionalize your social media posts. They need to present information about your writing and spark target readers' interest while avoiding the hard sell. Creating an engaging online persona is a crucial relationship-building opportunity with readers and fans. Once you have those completed, you can move on to developing a press release about your book. It should not exceed two pages and be easy to read and grasp the importance of the information. Subheadings can also be included to help guide the reader.
Good emailing presentation skills are also crucial because it's the way you'll be sending your release to media professionals. For example, keep subject lines a reasonable length (not too long) to improve readability and spark people's curiosity. Your first objective is to get people to open your email, the second is to get them to read your message, and the third is to open and read your press release. If you get them that far your chances of securing coverage improve substantially, and you've begun a new media relationship. If your email is passed over initially, you can send it a second time after a week.
If you're going to use regular mail, mark the outside of the envelope with the requested information for anyone you've spoken with already. Fold the inside materials in an arrangement that shows the headline as the papers are removed from the envelope. Slight improvements such as these can improve your prospects of coverage over time. The goal is to make the process easy for those who receive your information. You want to make a good impression and keep them focused on your pitch – anything that diminishes clarity or affects convenience can hurt your prospects.
