Getting your book published and marketed correctly is rarely an uncomplicated feat and sometimes in the search for ways to reach that goal, it could be very simple to fall for scams that make all sorts of promises.
Unfortunately, once you take the bait and are trapped, you have the potential for losing a lot of money and time when you could have avoided the anguish altogether. So what can you do to avoid the pitfalls? Here are five steps you can take:
1) Custom plan: If a marketing plan isn’t customized to your budget or marketing needs, you should consider other options. Most companies have a “menu” of options but all of the reputable companies will actually customize something within the programs they recommend.
2) Blasting never works: Big isn’t better, sometimes it’s just big. A lot of programs seem appealing because they blast your email or press release out to thousands of media contacts or bloggers. I can tell you that in almost every case, you will get ignored because the pitch isn’t custom to the media person or blogger, the pitches often have a generic salutation like “Dear blogger,” and most, if not all, pitches are sent out with all of the media or bloggers just bcc’d in the email. Here’s what lack of customization tells the media person or blogger: you’re not even interested in trying.
3) Pie-in-the-sky: Let’s say you’re an author with your first book, no platform and no real following. If you came to me and asked me if I’d get you on TV I would encourage you to consider building your platform online first before pitching media. It’s not that you couldn’t get picked up right out of the gate, but it’s unlikely. Most, if not all, of the marketing programs offered by these publishers include some media component. Why? Because it’s flashy and pricey. Does it work? Hardly ever.
Want to know the other two tips? Read the rest of the article on PR Toolkit.