A Publisher's Conversation with Authors: Book Marketing vs Book Promotion

It is Tuesday. Monday's madness is over, and Wednesday will take us over the hump, so Tuesday it is--for some serious discussion with authors. Tuesday talks mean to address authors in waiting and self-published authors who would like to go a more traditional route or who would at least like to take their steps with a publisher by their side. 

Today's post looks at the difference between book marketing and book promotion, two terms that are frequently confused. Leading to the confusion is that some of the same activities are needed for both. In fact, good marketing is dependent upon good promotion. Perhaps the essential difference is that marketing focuses on sales, and promotion focuses on awareness --  noting that without awareness, sales generally do not happen.

Book Marketing

Book marketing includes promotion, sales, and increasing awareness of the availability of the book. It generally starts with a marketing plan that identifies the target audiences and selects marketing techniques pertinent to the book and the identified market. It generally begins a considerable amount of time before the book launch and continues for a considerable amount of time after the book launch. Some marketing activities include:

• advertising - this can take the form of bulk mail, email blasts, flyers sent through the mail or at conferences; it can also take the form of winning competitions (winners get announced on competition websites), displaying a book at exhibits (conferences, book fairs), and ads in print media that is distributed to potential purchasers.
• sales - this can take the form of internet sales, sales at book readings/presentations/fairs/cafes, sales through bookstores (online and brick-and-mortar), sales to book clubs, sales at book signings (a form of book promotion as well as advertising), sales through email lists
• outreach - this can often take the form of "special sales" (bulk sales to commercial enterprises, businesses, and organizations)
• distribution - generally through a distributor or wholesaler to book sellers everywhere

Book Promotion

Book promotion is focused on getting the word out about the book. In this awareness function, it intersects with some of the activities of marketing, and some of the activities associated with the business side of the publishing world can be considered both marketing and promotion. Some book promotions can be purchased (be careful that you get what you pay for and that it is cost effective), but many book promotions can be run for free. Here are some book promotion activities that can result in sales but are generally focused on building a strong platform for the book and getting the world out.

• services of publicists -- these folks know where to send out the word; they will arrange for live interviews and for the sharing of written interviews in the appropriate media, work on getting information about the book into various media (local, national, social) via press releases and information pieces
• websites -- author websites are essential; these should go online as soon as you know you are going to be writing the book (gurus suggest three years in advance of publication if possible) and should allow for direct communication between author and readers/fans
• book trailers -- these have many uses (email blasts, blog posts, website); they bring the book alive for the potential reader '
• social media posts -- these need to be consistent (every Friday, for example) so that readers/fans know when to expect them; the specific platform is less important than the quality and consistency of the post; don't overlook the value of posting as a guest on someone else's site as well 
• book reviews -- these are among the very best ways to promote a book through word of mouth, the more the better, aiming for a minimum of 100 to gain minimum attention for your book
• articles in online line and print magazines -- the author byline listing your book brings awareness of its existence as well as uses it for your credibility as an author on the topic
• participation in the local community -- offer to do a book reading at a local library, a talk at a local cafe, a forum at a local organization -- or go national and do some online training or discussion sessions
• library catalogues and reference lists -- sales to libraries are great, but there is value in being listed in library catalogues (the most obvious being the Library of Congress), book dealers' catalogues, special reference lists, bibliographies in other authors' works
• back cover of other books/inside content of other books -- getting referenced by other authors is good promotion; great promotion comes by providing an endorsement for another author's book (which lists your own book as your credibility for providing the endorsement)

Bottom line: The listed activities are the tip of the iceberg; activities for both marketing (orientation to immediate sale) and promotion (orientation to awareness with potential for more sales longer term) are necessary for a book to be successful. They can cost a lot (if you want to pay for everything and find the leading publicist and marketing firm to help) or a little (with lots of effort).

See more Publisher Conversations with authors HERE.

 Learn more about publishing from an acquisitions editor -- how to get your book proposal accepted, why proposals are turned down/accepted, and how to find the right publisher for your book. On special sale for $5 while inventory lasts at MSI Press webstore.

The Tuesday talks reflect real discussions between the management of MSI Press LLC and our own authors or those would-be authors who come through our doors but don't make the cut--yet. If you have a topic that you would like addressed, leave the question in the comment section. Chances are, in our 18 years of publishing first-time and experiences authors, we have had a conversation with one of our authors that we can share with you.

                             

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