Hello, marketeers! It’s wonderful to have you on board with me as we deep dive into the realm of what encompasses the business of a children’s creator.
Is this you? - “I have a new book coming out! Now what?”
I’ve made it my business (74 book campaigns and counting!) to help authors and illustrators with some of that legwork involved in launching a new book baby into the world, but with a little (ok, a lot) of time and effort, you can do it too! It’s totally worth it!
Throughout April, I’m thrilled to be able to share in the launch celebrations with award-winning author and poet, Janeen Brian (I’m a Dirty Dinosaur, Where Does Thursday Go?, Eloise and the Bucket of Stars, Look, Baby!, plus a gazillion more …) for her newest book with illustrator Cherie Dignam - a fun fantasy middle grade romp - The Fix-it Princess (published by Walker Books Australia). If you want to follow, we are promoting the book and its creators via Just Write For Kids and other participating hosts.
Today, I’m sharing a few parts of the process in creating a campaign such as this, to hopefully help you on your own publicity journey for your next book release.
Media Release: Timing - prior to book publication
Sometimes publishers allow the distribution of their media release, or advanced information sheet, and other times this will need to be prepared yourself. Let me know if you would like a run-down on what to include. These important details should be available on your website as well.
Media Pitch: Timing - around 2-3 months prior to launch
This is the email in which you can include your media release as an attachment, but the main body of the email is a personalised, newsworthy pitch to your media contacts to invite reviews, interviews or guest spots at their blogs, newspaper, podcast, and so on. We can delve into this in another post, too.
Organise review copy distribution: Timing - around 6-8 weeks prior to launch
Really, as soon as advance copies are available, get them off to the reviewers to give them enough time to organise their media features. Be sure to remind them of any specific timing, and bonus points if they can take excellent product photos for you!
Write those articles! Answer those questions! Timing - 3-4 weeks prior to launch
If you’ve promised an article or interview, prompt completion sent back with relevant assets, including professional high-res headshot, book cover and images, author bio and contact links, is of great importance and shows much professionalism.
Social Media and Email Marketing: Timing - 1-2 weeks prior to launch
This is the BIG announcement everyone has been waiting for! I prepare a newsletter piece that goes out to my biggest mailing list and social media accounts. (Have you set up a mailing list?) In this news I include:
graphics (such as the header above. This can also be used in your email signature and as your social media cover image
an enticing headline (your hook!), book blurb, cover image, about the author / illustrator, and where and when the campaign will take place
a fun, short, animated book trailer! Or you can produce other video content such as yourself introducing your book, a sample reading, an unboxing, etc. See sample book trailers here.
a graphic showing the media links to where the campaign will feature. (Canva is your friend with all your graphics!)
you might like to offer a giveaway promotion to get readers involved, and don’t forget your website and socials links for where you can be followed. Also, create relevant hashtags that are repeated on every post.
More social sharing! Timing - days leading up to launch
Content already created in your newsletter can be shared individually, especially those eye-catching graphics and videos. Remind readers when and where to find the campaign features.
Have fun and be engaged! Timing - throughout the campaign
Engage with your audience with replies to comments, or offer Q&As, sneak peeks or other bonus content (such as free downloads or activities) throughout the campaign. Make sure all of your own content is ready on time and show gratitude to your media contacts for featuring you and your book at their site.
Please get in touch with any questions regarding any of the above. There’s more to do AFTER your launch campaign, which I’ll tell you about in another post!
You can absolutely organise your own publicity and book marketing, but if you do need a little help from a freelance publicist (like me!), feel free to ask about my affordable, personalised services for children’s authors and illustrators. I get it, sometimes time just isn’t on your side! Email info.booksontour@gmail.com.
#thanksfortouringwithus
Romi x
Really helpful timeline info here, thanks Romi :-)
You’re welcome, Debra! Let me know if I can help any further :) x