You've finally finished your book. Months, maybe even years of hard work are behind you. You're proud of the result and can't wait to share your story with the world. But then comes the question every author knows: "How do I get people to actually read my book?" Many knowledge entrepreneurs think that a book will automatically find its way to the right readers. The reality is different. More than 20,000 new books are published in the Netherlands every year. Without a well thought-out strategy for your book promotion, your work will get lost among all those other titles. Fortunately, that doesn't have to happen.
Why is book promotion important?
Picture this situation: your book is in shops, but no one knows it exists. You have shared valuable knowledge and insights, but you only reach the people whose eye accidentally falls on your book. That would be a waste of all your hard work.
Book promotion ensures that your story reaches those readers who will really benefit from it. It goes beyond simply increasing sales figures. By actively promoting your book, you build your reputation as an expert in your field. You become visible to potential clients, speaker agencies and other professionals in your network. A well-promoted book opens doors that would otherwise remain closed. For clients of With ease in the news, a well-prepared book promotion resulted in the launch of their book, among other things:
- increase in visibility; both online and with news media
- higher and faster sales of their book and related services
- invitations for talks and keynotes
- can charge higher prices for their services and keynotes
- connection with decision-makers
- greater impact on society
- strengthening their authority in their field
In what ways can you do your book promotion?
There are countless ways to publicise your book. Social media offer opportunities, of course, as do your own website and newsletter. You can send review copies to trade magazines or engage your network to share the book.
But there is one promotional method that is often overlooked, even though it can be hugely powerful: free publicity through the media. When a journalist pays attention to your book, you gain access to thousands of potential readers you would never have reached otherwise. And the great thing is: this kind of attention costs you nothing, except some time and the right approach.
What role does PR play in your book promotion?
PR, or ‘Public Relations’, is all about building relationships and generating positive attention for you and your work. In the context of book promotion, this means presenting your story in such a way that journalists and media outlets take an interest. To do this, you need to make yourself irresistibly relevant with the Perfect Media Pitch, utilising the right approach and angles, so that you can keep making the news with ease. 🙂
PR differs from advertising because it does not sell directly. Instead, you position yourself as a reliable source of information. You show that your book adds value to a social debate or offers a solution to problems that many people struggle with. This approach creates more credibility than paid advertising.
Think about the last time you bought a book after reading an interview with the author in the newspaper. Or when you heard about it on the radio or in a podcast. That purchase probably felt more natural than if you had seen the same book in an advertisement. That is precisely the power of good PR.
How can you use PR to promote your book?
The secret is in finding the right angle. Your book in itself is not news - the value it offers is. Maybe you're writing about a topical issue that's playing in the media. Or you've developed a unique method that professionals in your field crave... a relevant new way or tool that will get them rid of problem X, Y or Z.
Start by coming up with different angles. If you have written a book on time management for entrepreneurs, you can capitalise on trends such as the four-day working week or increasing workload. Link your expertise to what is going on in society.
Next, it's time to shape your story into a format that journalists can use. This is where the book release and the press release come into play - a tool that many authors do not yet use (optimally).
When should you start preparing your book promotion?
The best time to start PR preparations is not after publication, but already during the writing process. Ideally, you should start three to four months before your official launch date.
This preparation time gives you space to develop different angles and test which ones work best. You can build contact with relevant journalists and refine your story. Moreover, media often have longer lead times, especially for monthlies and specialised trade publications. My advice is always to start with a publicity plan for your book launch.
Start by making a list of topics that will be covered in your book. Keep an eye on news websites and social media to see when these topics become topical. At those times, you can respond to those themes from your expertise.
What do you need to PR your book promotion?
For successful book promotion, you need more than just enthusiasm. A professional author bio is essential, as are high-quality, professional photos of yourself and your book cover. These images are used by media in publications.
You also need to be able to tell a clear story about why your book is relevant. What makes your approach different? What problems do you solve? Do you have interesting background stories about the origins of the book? These elements form the basis for conversations with journalists.
Finally, a good overview of relevant media is important. Which publications does your target audience read? Which journalists can you go to with your topic? This research largely determines the success of your PR efforts. (And if you do not want to do it yourself, or want to delegate it, call in the team from With ease in the news).
How to prepare your book promotion with PR?
Preparation starts with yourself. Make sure you can explain in a few sentences what your book is about and why it is important. Practise this 'elevator pitch' until you can tell it fluently.
Next, collect supporting material: interesting figures, examples from your practice, quotes from early readers. You will use this material later in press releases and conversations with journalists.
Also create a timeline for your PR activities. When do you send out press releases? At what times do you approach specific journalists? This planning will ensure that you make the most of the momentum around your book launch.
How to write a press release for your book?
A press release is your gateway to the media. It is a ready-made story that editors can use immediately. But then it has to be good.
Choosing the right news
Your book alone is not news. The value it offers is. Look for topical hooks your story can tie into. Is there a social debate going on to which your book connects? Are you offering a solution to a widely recognised problem?
A book on workload gets more interesting when new figures show burnout is on the rise. A publication on leadership styles gets more attention during discussions about the new generation of workers. And remember: timing is everything.
Preparation is everything
Before you start writing, gather all the information that will make your story stronger. Think relevant statistics, quotes from experts who have read your book, or examples from your own practice. These elements feed your press release.
Research your target audience too. A lifestyle editorial wants a different angle than a trade magazine for HR professionals. Match your media pitch and core message to where you are sending the press release. Make sure you have a good positioning statement and media pitch.
Practical examples of book press releases
A book about the midlife crisis (for men) received media coverage on several occasions because the author, Midlife Happiness expert Aafke Dijkstra, worked with me for months, allowing me to utilise my expertise and network to boost her visibility in relevant media. The result? Exceptionally well-organised visibility and effortless media coverage across multiple outlets, including NPO Radio 1, the Algemeen Dagblad, NRC, De Telegraaf and various women’s magazines – even years after her book launch. She made such an impression that both a professional, independent documentary-maker and a well-known podcast producer (from Omroep Max) wanted to work with her. The documentary was so successful, in fact, that it won an international award.
A novel that tied in with the theme of loneliness was picked up by NRC because it fitted perfectly with an ongoing social discussion. This shows how powerful it can be to link your book to a larger theme.
Another inspiring example is a book about stopping worrying. This press release was drafted by me, Linda Graanoogst of Blooming publicity, together with the author, Lotte Cloostermans. The result? Within 24 hours of it being sent out, the phone was ringing off the hook. Lotte was immediately invited for an interview on national radio. In the weeks that followed, no fewer than 12 articles appeared across a wide range of media. A single, perfectly crafted press release for her book put the author in the spotlight – and turned her book into a story that nobody could ignore.
This is what book promotion does for your visibility as an author
When your press release is posted, something magical happens: your book is put in the spotlight and your name is linked to expertise or an inspiring story. You become visible to readers, journalists and even speakers' bureaus. And because articles are often shared online, your reach can expand at lightning speed. One publication can lead to dozens of new opportunities. And yes, that feels a bit like hitting the jackpot....
From unknown writer to author with authority
Many authors think: "I am still unknown, who is waiting for me?" The answer: the media, provided you deliver news value. With a cleverly drafted book & press release, you can grow from unknown author to recognised author. Readers take you more seriously, media see you as a source, and even organisations or companies invite you as a speaker. A press release is not a capstone, but a springboard to authority. Therefore, know how to use it at the right moments. Because getting in the public eye is fantastic for the growth of yourself, your book and your business. But beware: it is addictive! After getting in the media once with ease, you will definitely want more!
Journalists will call you
Do you send out a strong press release as a book promotion? If so, you are no longer the one begging for attention. Journalists remember who supplies them with valuable stories and call you back. Sometimes for a review, sometimes for a larger article, sometimes even for live radio or TV. Before you know it, you will be the expert called when the topic of your book is in the news. And that's exactly where you want to be.
More readers, more clients
A book is often more than just a story. For entrepreneurs and experts, it is a business card. With a good press release book, you reach not only readers but also customers. When people see your book in the newspaper or hear an interview on the radio, your credibility grows. And credibility leads to trust. Trust leads to readers. And readers, in turn, often lead to customers. You see: the snowball effect is real.
How else can you promote your book to journalists?
In addition to your press release, consider actually sending a copy of your book. Choose this strategically - send only to journalists who regularly write about your field or who have expressed interest.
Include a personal note explaining why this book is specifically of interest to their readers. Make the connection between your content and their target audience explicit.
Invitation to book launch
A physical book launch can give journalists a chance to meet you in person and do a story. Provide an interesting programme that goes beyond just presenting your book. For instance, organise a discussion on the topic or invite other experts.
Send invitations well in advance and follow up in person. Journalists value the investment in a genuine relationship more than mass mailings.
When is the best time to start your book promotion?
Timing can make the difference between getting attention or not. Plan your book release at least about four to five weeks prior to your official launch date. This gives journalists time to prepare a story and ensures that publications coincide with the availability of your book. You also keep journalists informed with your press releases. If you want to invite journalists to attend the launch, it is even more important to approach them in good time. You cannot expect them to be available a week in advance. Like many other successful people, they have busy schedules.
What do you do once your press release is sent out?
After sending out, only then does the real work begin. Follow up with personal messages to journalists you have identified as priorities. Offer additional information or make yourself available for interviews.
Keep track of which media respond and make notes on what works and what doesn't. This information is valuable for future PR campaigns or your next book launch.
Help increase your visibility and readership with a press release
You may be thinking, "But why on earth would media write about my book?" The answer: because you can offer news value. To clients of With ease in the news, we always say: "The journalist needs content. Will you provide it?" And that doesn't have to be difficult, provided you know how to go about it. Writing a good press release book is a profession in itself: you have to find hooks, build the story journalistically and know which editors to approach.
"The journalist needs content. Will you provide it?" Linda Graanoogst, With Ease In The News
Professional coaching makes the difference
You don't have to do this alone. As a PR expert, I help authors and entrepreneurs strategically pitch their book launch to the media. From writing a book release and press releases that editors do read to targeting the right journalists: my team and I know what works. We make sure your book gets the visibility it deserves, while you can focus on what you do best: writing and sharing your story.
Would you like to have a no-obligation chat and/or a quick discussion about your book and the best PR strategy to reach readers and the media? Then book a free call with me via Calendly.
Linda Graanoogst,
PR expert, Media Trainer and Hypnotherapist for top entrepreneurs
P.S. Would you like to get started on your own media pitch first? Then sign up now for the Perfect Media Pitch (temporary free offer, while stocks last).
