We always get asked, “When is the ideal time to start a publicity campaign?” And we really only have one answer to that: “Yesterday.” As nerve-wracking as it sounds, it’s the way of the world today. There is always something you could be doing to make sure that your book launch will be a success, whether it’s blogging, increasing your visibility on social media, or building buzz for your forthcoming book online. But surprisingly, there are really smart, experienced publishers who believe everything should wait until the book goes on sale.
When we worked for big publishers there were a few rules that seemed to be handed down over generations to publicists. One of them was that you never want any publicity to hit before books are available “in stores”. In fact, I was just in a meeting at a large publishing house the other day where I heard this repeated to me by a marketing director.
But these days a large and growing number of books are not purchased in stores, they’re purchased online. In our last post, we talked about the incredible market power of Amazon where books are purchased in a matter of clicks WHETHER OR NOT THEY ARE EVEN IN STORES YET. It’s called pre-ordering and it’s a beautiful thing.
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