Every year between Christmas and the new year, I take an hour or two to…
To successfully plan a book release, you need an expert level of organization. As I wrap up the plans to promote my debut novel, I realize I had no idea it would be this time consuming. And there are so many details poised to slip through the cracks! That’s why I’m sharing what I’ve learned. This is a lengthy post, but I didn’t want to leave anything out.
Promoting Your Book: Getting Organized
1. Digital Files
Hopefully when you wrote your book, you created a digital folder for it. I highly recommend keeping all of your promotion materials here under a subfolder named Promo. Copy/paste a copy of your book cover and an author photo in this folder. Trust me, you will use them!
If you’re putting a blog tour together, create another subfolder in Promo and name it Blog Tour. Save any guest posts and interviews you write in this folder. I’ll share my tips on organizing guest posts and interviews later.
If you’re sending out a press release, save the file in your Promo folder.
If newspapers contact you with written interview questions or guidelines, save these in a new subfolder of Promo, named Newspapers.
Chances are, you’ll be sending out copies of your book for one reason or another. You might want to create an additional subfolder in Promo and title it Mailing. You can create mailing labels and save them here. Type a list of everyone you’re sending a copy of the book.
If you’re having any author events (book launch, book signing, speaking engagement, etc…) keep all written materials in a subfolder, Author Events.
Here’s what my file hierarchy looks like:
2. OneNote, Evernote or Word Documents
One of the most important keys to a book release is having information at your fingertips. I’ve been using OneNote for years. Many people love Evernote, or you could keep everything in Word documents. It’s really up to you. I have a folder in OneNote for Promotion. One of the tabs is titled the same. In that tab, I have a page called, “Promoting Small-Town Bachelor.” The following are sub-pages.
- Back cover copy. Copy your book information here so you can easily find it at any time.
- Purchase links. Copy/paste every link where your book is being sold. Typical retailers: Amazon, Barnes & Noble, iBooks, Google Play, Kobo, etc… You’ll be adding these links to your website/blog for people to purchase your book.
- Blog tour (if applicable). A table/spreadsheet is your best option here. Make columns with the name of the blog, the title of the guest post/interview, the date you’re being hosted and the date you emailed the information back to the host.
- Media contacts. List the publications/stations, the editors/producers and the email addresses or physical addresses if you’re mailing information.
- Author copies. List of how you’re using author copies (giveaways, friends, etc…)
- Author events. Keep track of any speaking engagements, book launch info, book signings and such here.
- Giveaways. If you’re using an online tool such as Rafflecopter or Giveaway Tools to run your giveaways, copy/paste the code along with the basic giveaway information. It only takes a few seconds to copy the code, and it’s much less time consuming to resend the info to a blogger on your tour if you know exactly where to find it.
- Review/Endorser/Influencer list (if applicable). Some publishers send books to review sites; others don’t. If you plan on sending your book out to reviewers, list them and their addresses here. If you need to get endorsements, list authors to contact and their reply. Many CBA publishers ask their authors to submit a list of people willing to “influence” the book. List names and addresses here.
3. Blog Tour
Not all authors schedule a blog tour, but if you do, you need a way to keep track of everything.
Do you use a day planner? A calendar? Your smartphone? As soon as you have dates of your stops, write the dates down! I used my day planner to write the name of the blog on the monthly overview section. In OneNote, I also added the blog, the date and whatever type of post we agreed on to my spreadsheet (see above). If you use your smartphone, consider printing out the month(s) your blog tour is taking place and writing the dates down. It just helps to see the big picture.
b. Guest posts/interviews.
In addition to my OneNote spreadsheet, I kept track of my guest posts in a basic notebook. Yes, this is double the accounting, but, as I mentioned earlier, I worry about something slipping through the cracks.
I wrote the titles, the blog and the date of the stop on a sheet of paper. I numbered them. After I wrote each post, I highlighted it as a way to know the post had been drafted. Later, after I proofed each piece, I emailed the guest post/interview back to the host then jotted the date next to it. This let me know that I not only wrote the post, but sent it too.
As far as the actual documents, when I wrote them, I saved the file in a way to make them easy to find. In the title, I began with a number and included the name of the blog for easy reference. After I emailed the guest post or interview to the host, I renamed the file with an S after the number as a visual that I had sent the post.
Example of digital files for blog tour:
- Interview Jane Doe
2s. Writing Tips John Blank
At a glance, I could see that I’d written and sent the post to John Blank, but while the interview for Jane Doe was written, I hadn’t sent it.
4. Author Events
If you’re planning a launch party, speaking engagement, having a book signing or selling books at an event, you will have a number of nit-picky details to deal with. This is another area where OneNote, Evernote or Word files help a lot.
a. Basic information. List the date, address, time and if it’s an open or closed event. You’ll be accessing this information many times, and it’s helpful to have all the details right there.
b. Practical matters.
- Questions to address: Do you need to order books to sell? Or will the event purchase them for you? If you need to purchase them, how many will you need? How far in advance should you order them?
- Invitations, Fliers, Notices: Who is advertising this event? Do you need to create and send invitations, a flier or other notice? If you’re holding a book launch, consider contacting the editor of the local newspaper about the event and attach a press release for your book.
- Promotional items: Are your business cards current or should you order new? If the event provides a table, do you have a nice tablecloth? Will you need a professional sign? An easel to display it? Are you providing bookmarks, pens, magnets? Will your publisher help with any of these, or will you need to design and purchase them yourself? If you choose to give a raffle basket, what items will you include? Also, print tickets for the raffle.
- Newsletter/Mailing List sign-up: Either purchase a guest book or create and print sign-up sheets to collect names and addresses.
- Speaking: Write an outline of the agreed topic and practice it.
- Entertainment: If you plan on having entertainment, contact and book everyone involved.
- Taxes: Keep ALL receipts for anything you purchase. Track your mileage to and from the event. Deductions, deductions!
c. Online Events
If you’re planning a digital launch party (Facebook, Google Hangout, etc…), you’ll have to plan the following.
- Decide the date and time of party.
- Create an infographic with your book cover, the party information, and any prizes you’re giving away.
- Advertise the event on your social media sites.
- Purchase items to giveaway.
- Invite your contact list.
- Moderate the event or have a friend help moderate it.
If you’re a debut novelist, the one thing I recommend more than anything to promote your books is having a website (or free blog that functions as a website) in place well before your release date. Readers who enjoy your debut will want to learn more about you and find out when your next book comes out. Your website is your online home. Make it welcoming, fill it with information readers want (author bio, book info and purchase links, ways to contact you, and your social media links) and it will work for you for years to come.
You do NOT need to hire a designer, pay thousands of dollars, or become a design expert to have an online home. If you don’t currently have a website or blog, buy your domain name, create a free site using Blogger or WordPress and have it directed to your domain name. Make pages with your author bio, contact page and your book (with the cover, back copy and links to purchase it). You don’t have to blog! Just make sure you have a hub for readers to find you and buy your books.
6. Getting it all done.
In mid-February I was in the process of writing twenty-five guest posts and working out the details of three author events when I sold my third book, which needed immediate revisions. The next day, I received final edits for my second book. Yes, I was stressed out, but I was also thrilled. I’ve wanted to be published for years!
Working on three very different book tasks at once forced me to take my organizing efforts to the next level. For three weeks, I worked all day, nights and most of each weekend.
I made the decision to promote my debut as heavily as possible. Any blog tour I do in the future will most likely be pared down, and I’ll only have a launch party for my first book. However, promoting books is a part of the writer’s life. I expect I’ll be using this list for years to come even if I’m not doing everything on it.
I take time often to celebrate where I’m at. When I wrote and sent my very first press release? Terrifying! I mentally high-fived myself all day. And author events? I’m blessed to have family and friends who are making it easy on me. Their support has been a big boost during a busy, emotional time.
I never want to get so caught up in promoting that I forget why I’m doing this. I’m not writing for good reviews (although I want them), family approval (although I want that too), or to be the most popular girl on the block (never have been, never will be).
I’m writing to enrich readers’ lives, the way my life has been enriched by the books I’ve read and continue to read. I consider my books a ministry, and if someone is touched by my writing, I’ve succeeded.
As Mark Batterson says in his wonderful book, The Circle Maker, “Work like it depends on you, pray like it depends on God.”
This post is full of information, some of it overwhelming. If you have specific questions on anything I listed, please don’t hesitate to ask!!
What would you add to this list?
Have a terrific day!!
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