5 surprising ways to promote your new book

by Pip Harry
07 November 2014

You’ve got a new shiny book or ebook coming out – and in this crowded marketplace, you’ll need more than a home-made sandwich board or a group email. How to promote your book so it gets noticed (and bought by lots of lovely readers)? Here are my top 5 ways to get the word out on your latest writing project – and some of them will surprise…

1. Admit failure.

I set up an author talk at a library to promote my debut novel. It seemed a fabulous way to spruik my work until NOBODY RSVP’ed. Let me say that again: NOT ONE PERSON WANTED TO HEAR ME SPEAK. The library (rightly) wanted to cancel, but I got onto my Twitter account and told the world how unpopular I was. Instead of looking like a loser, people related – big time. How many of us have felt like no-one is going to come to their party? I had thousands of retweets, the event wasn’t cancelled and a boatload of new readers found out about my book. Don’t be afraid to show your human side during promotion efforts.

2. Be your audience.

To hit your audience square in the face, you’ll need to go where they go. When my rowing themed novel was released, a teen fan grabbed a marker and wrote a review on the mirror of her boat club’s gym. A mirror stared at every day by rowers doing tedious training – talk about a captured crowd! Look for opportunities to get into the headspace of your target audience. Got an ebook about knitting coming out? Head to a craft fair, meet other yarn enthusiasts and pass out some postcards or flyers. Want mums to read your parenting guide? Offer to give a short talk at your local play group.

3. Play to your strengths.

Are you a poet who bakes? Hand deliver fresh brownies to reviewers or booksellers. An author- slash-photographer? Offer a framed print to the first 10 people to read and review your book. Cartoonist turned YA writer Dave Hackett used his illustration talents to spread the word on his new book, Summer of Kicks (UQP). He ran a comp asking readers to design a one of a kind, hand-painted pair of converse. Not only did it focus on the cover image for the book (cons), it also gave one lucky reader a chance to win something money can’t buy.

4. Chat, share and make friends.

The hard sell is okay if you peddle steak knives, but in the creative world there are more organic ways to sell your wares. I frequently pop into the #OzYaChat tweet-ups on Twitter to say hello and share thoughts on Aussie teen books. No strings attached, but they often return the favour and review my work. Join relevant Facebook groups or set up an author profile on book reviewing sites like GoodReads or Library Thing and stage a small giveaway.

5. Be inventive.

A fun author business card or bookmark is a good start. But being inventive with your book promo is so much more memorable. Julie Cross, author of the baseball themed Whatever Life Throws at You (Entangled) had a series of baseball cards printed up featuring the main characters (cute). Australian romance writer Kaz Delany made a signature lipstick pen to hand out to fans. In this digital world, a handwritten card can also go a long way. Send a personal greeting if you’re in charge of sending your book out for review.

How did you promote your book? Were there any unusual strategies that worked for you?

One response on "5 surprising ways to promote your new book"

  1. leedevaz says:

    Thanks for being so honest with what worked for you and wand didn’t Pip! I’m in the midst of marketing a book I co-authored as well. You’ve encouraged me go for some more unusual and heartfelt methods. Best of luck with the rest of the sales!

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