I don’t know if you’re like me, but I tend to find articles, books, podcasts, etc, that sound interesting in my day to day life, or in my visits through the internet and social media (much the same thing these days) and although I don’t have time, I decide to save them for later, for that perfect occasion when I’ll need just that piece of advice or tip. Yes, that perfect day rarely arrives.
Over a year ago (towards the end of 2015), having subscribed to Sandra Beckwith‘s newsletter (here is her website in case you’re interested. She has plenty of free content on marketing and promotions, and although she works more in non-fiction, it’s well-worth having a look), I saw that she was offering a service throughout the following year. For a very small fee (I’m not sure what it was but I think it was $1) she would send daily tips to your mailbox. I couldn’t resist and I signed for it. And I’ve been getting these tips. I decided to save them all in a document to make sure I could access them easily. Although I read them as they arrive, I haven’t done much organising and have not looked at them in depth, but now that we’re coming to a time when there are a lot of promotional campaigns being organised related to holidays and events (Halloween, Thanksgiving, Christmas, New Year), I decided to check her advice and share it with you. Here are some of her tips, related to the subject:
- Remember to pitch seasonal magazine articles or news items related to your book or its topic four to five months in advance of the season or holiday. Pitch four weeks out for newspapers. (We might already be late, but worth keeping in mind for next year).
- Identify perennial seasonal topics you can link your book to – e.g., grief at the holidays or June weddings – and pitch yourself to the press as an expert available for interviews. Write a blog post about them. http://buildbookbuzz.com/8-ways-to-pitch-media-outlets/ This sounds like a pretty good idea, and although on the surface it might seem more relevant to non-fiction writers, personal circumstances vary, and if you think about it, you might find relevant topics you hadn’t thought about.
- Use Chase’s Calendar of Events or the quirky monthly holidays listed at the Holiday Insights website to create a promotion around a relevant holiday or special occasion. http://www.holidayinsights.com/ In this global times, when we’re pitching to an ever increasing and larger market, it’s good to be able to localize our efforts and make them more relevant.
- This is a personal suggestion, but I can’t say if it works or not. Just because you don’t have a book in a genre specifically relevant or suited to the holiday or season (a romance for San Valentine’s day or a Christmas tale for Xmas) that does not mean you can promote your books. Try and be quirky and appeal at other interests… ‘Can’t take any more happy ever after? Why not check my horror story? (For San Valentine’s, for example). Or, ‘Thinking about murdering somebody during the family reunions? Read a crime thriller instead’ (for Christmas). See what you think, and if you decide to try it, let me know how it goes.
Thanks very much to Sandra Beckwith for her suggestions, to all of your for reading, and do like, share, comment and CLICK!
Olga Núñez Miret