Commit to Consistent Publicity

This entry is part 3 of 3 in the series Book Publicity Mini-Course

When your book launched, you probably did a lot of marketing and publicity leading up to the launch—and maybe even for a month or so after the book was released. One of the mistakes I see authors make is stopping their marketing and publicity efforts or becoming inconsistent. They may do nothing for a few months, then do another marketing campaign for a month or so, then stop again, around and around.

It takes work to build relationships with media sources for book publicity. Commitment to consistent publicity is important so you those relationships don’t wither. Working with media sources consistently helps them to get to know you, your business, brand, and message.

If, for example, you’ve written a book about how to manage personal finances, there will be many opportunities throughout the year to pitch to media around the topic of personal finances: the start of the new year, tax time, each quarter, etc. By consistently pitching relevant topics to your media sources, you can become their go-to source.

Ausoma’s Book Marketing Philosophy

Yes, we use Twitter, Facebook, LinkedIn, and Instagram and tweet and post regularly about your book. We’re also less expensive than virtually every other book marketing firm. But none of that is as important as what we really provide.

At Ausoma, our book marketing efforts are designed to help, not just you, but your audience as well. Our magic is that we understand you, the client, and your audience to help you build a relationship with them.

A Background in Neuroscience and Writing

Joel and Sue in front of the Piggly Wiggly in Sister Bay, WisconsinJoel has informally studied neuroscience and psychology for decades, reading more than 100 books on the subjects. He’s spent his whole life fine-tuning his innate intuition about people, allowing him to understand what our clients, and their clients, need, and how to deliver on both counts.

Between us we’ve written 9 business books and marketed them ourselves, so we know the pressure an author is up against.

Our understanding and compassion makes us a great team, and a whole lot of fun to work with, too.

Our Process

To understand who your target audience is, our intake form asks these questions:

  • How would you define your target audience?
  • What topics are they interested in?
  • What challenges do they have that you help solve?
  • What keywords or key phrases would your target audience use to find your information?

We ask you to provide us with a list of at least five influential people, authors, experts, trade associations or news sources that provide information related to topics your target audience would be interested in.

We also ask for a digital version of your book so we can read it and understand the message you want to share. And then, of course, we actually read it.

We’re selective about who we work with. We want to become, not just another service you use, but partners in your marketing adventure.

Keep Your Publicity Efforts Professional

This entry is part 2 of 3 in the series Book Publicity Mini-Course

Media jumps on the big news story. If that big news story comes along when your interview was planned, your interview may be bumped, delayed, rescheduled. It’s important to stay professional and not get upset. Be flexible and work with the media to reschedule.

Don’t follow up too much. When you do follow up, provide new information that adds value and you’ll be more likely to get your interview rescheduled.

Your professional efforts are also reflected in your spelling. No typos! Have someone else proofread your pitch, press release, and articles to make sure they are accurate. Take time to reread your emails before you send them. Double check that important information such as your contact information, website address, social media links, etc. are all accurate.

Don’t Miss the Publicity Boat!

This entry is part 1 of 3 in the series Book Publicity Mini-Course

Whether you are about to launch your book or are continuing your book marketing efforts long-term, you are looking for publicity opportunities. Don’t miss the publicity boat! One of the biggest mistakes we see authors make is timing.

When you are contacted by an interviewer or media person, respond promptly—immediately! If they ask for additional information, provide it as quickly as possible or at least let them know when they can expect it. Any delay in replying might mean that someone else will reply promptly and get the publicity opportunity you were hoping for. This applies to responding to HARO requests as well. Even though you reply within their deadline, they usually use the first replies received. Respond promptly.

Timing is important with press releases as well. Plan to send press releases out in plenty of time for the media to respond. If you post it too late or too close to the event you are promoting, you may have missed the boat.