People like to be asked

Some fundamental book publicity truths that aren't necessarily self-evident

My old boss Mike Ralph (God rest his soul) used to regale us with colorful and instructive stories from his days working for House Speaker Thomas P. “Tip” O’Neill. In Speaker O’Neill’s book, All Politics is Local, he tells the story of his first run for office in Cambridge, Massachusetts. On Election Day, his lifelong neighbor, Mrs. O’Brien, told him she hadn’t voted for him because he’d never asked. “People like to be asked,” she said. There’s a lesson in that for authors.

Impossibly young me, my mother Frances, and Speaker O’Neill, back when politics was fun.

So many writers I talk with range from reluctant to terrified about the marketing end of a book’s journey into the world. The volume of advice out on the interwebs can be overwhelming. There’s a lot to it, but I've learned a few fundamental truths.

Publishing is a business (sorry). Your art is important, but if you plan to share what you’ve written with more than your immediate friends and family, you should understand how your book will get from your laptop into a reader’s hands, and where it fits in the marketplace.

It’s never too early to start. Well before you even finish your book or figure out your path to publishing, you should be preparing your publicity plan.

Your skills are transferrable. My imposter syndrome over being a (very) late-blooming novelist will probably endure, but my prior work in public affairs, campaigns, corporate marketing, and communications has surely come in handy. Consider your life experience and what you can take from it to support your book publicity.

You are your own marketing (and IT) department. Even if you’re lucky enough to secure an agent and a publishing deal, it’s unlikely a marketing team will swoop in and organize your book launch (unless you’re already a celebrity). Your publisher may provide some assistance, but you’ll be better served if you’re directly involved.

Distribution matters. If you’re self/hybrid publishing or going with a small press, make sure your book will be available to independent bookstores and libraries (mostly through Ingram)—they won’t buy your book from Amazon.

Caveat emptor. With due respect to the many excellent professionals offering marketing and publicist support, you can spend/waste a LOT of money on publicity, paid advertising, contests, and other services—none of which will guarantee you sell a single additional book. Do your research and set your budget and expectations appropriately.

If people don’t know about your book, the chances they’ll read it are slim to none. When I was getting ready to launch my novel The Italian Prisoner into the world, I was nervous about whether Mrs. O’Brien would like the book, but I was pretty sure if she never knew about it, I’d never find out.