Start with the reader and the route
Promotion is easier to reason about when the intended reader is specific enough to find. A local-history book, poetry pamphlet, children's picture book and specialist handbook do not need the same publicity plan.
List the places, communities, publications, events and organisations where those readers already pay attention.
Prepare a usable information pack
- short description of the book;
- cover image;
- author/contributor information;
- publication date, format, price and ISBN where relevant;
- ordering link or supply information;
- short extract where appropriate;
- contact details;
- event/talk information if you offer it.
A launch is one tool, not the whole strategy
A launch can gather existing supporters, create an event and give local media or booksellers a reason to pay attention. It is not proof that the book has reached its long-term audience.
Use events where the work and audience make sense: readings, discussions, workshops, festival appearances, school/community events or specialist gatherings.
Press and reviews
Pitch where there is a real angle or readership fit. A local connection can matter to local media; a specialist subject can matter to specialist outlets. Make the essential information easy to verify.
Do not describe a review, feature or event as guaranteed. Editorial decisions belong to the outlet or organiser.
Social media is optional infrastructure, not a moral duty
Use social platforms if they genuinely connect you to readers or communities you can sustain. A stable website or page, mailing list, event presence or specialist network may be more useful for some projects.
Choose a small number of maintainable channels over an exhausting presence everywhere.
Before you move on
- Define the readers you are actually trying to reach.
- Prepare accurate reusable publication information.
- Choose channels that already contain those readers.
- Treat events and press as targeted opportunities, not guarantees.
- Use only promotional channels you can maintain.