A Comprehensive Guide to Literary Marketing
by Mary Kole | Former literary agent, now a freelance editor, writing teacher, and IP/story developer for major publishers and creators.
Being a successful author goes beyond writing and publishing a book, which not many creatives want to hear. You’ll also need to promote and market your book effectively in a constantly changing literary marketing landscape. While writing skills may come naturally to some, literary marketing can be a daunting task, especially for writers who’d much rather master their craft. But don't worry, this article will break down everything an aspiring author needs to know about literary marketing. From potential marketing activities to budgeting and materials, this article has got you covered.
Literary Marketing Before Publication
Creating a buzz before a book’s release is critical to a successful launch. You can build an author platform by using social media, writing a newsletter and nurturing an email subscriber list, and podcasting or blogging. Build a website that showcases your work and helps to keep your readers updated on your publishing progress. Update it with covers and release dates, once those are available. Collaborate on literary marketing with other authors or influencers in your niche to reach a broader audience than you would’ve leveraged alone.
Make the most out of your book cover and marketing copy. The cover is what readers see first, and it can tell a story on its own. A good summary must be brief and attention-grabbing. Blend a story's most crucial elements with humor or voice—and don't forget to leave the reader with a thought-provoking question or pique their curiosity every time you post about your story or give an interview. The ideal time to start literary marketing efforts is six to nine months ahead of publication.
Literary Marketing After Publication
The real work with literary marketing kicks into high gear once your book is out in the market. Take part in book tours, literary festivals, and other events, both locally and nationally or even internationally. (The extent to which a publisher helps pay for any literary marketing efforts depends on a number of factors, so it’s important to set some budget aside of your own.) Host a book launch event and engage with your readers. Attend book club events and encourage people to spread the word. Zoom into groups who are reading and answer story and craft questions. Utilize book marketing sites like Goodreads, Amazon, and BookBub to advertise your work.
Another way to pursue literary marketing is through book reviews and influencer leverage. Send your book to book bloggers/influencers and enthusiasts and ask them to write reviews. Taking part in podcasts or try to score YouTube channel and radio interviews. A good mix of new and traditional media will help you reach the broadest audience possible to gain exposure and promote your work.
Literary Marketing Budget and Materials
Literary marketing can be an expensive process, but it can be done cheaply with hard work. That’s usually the tradeoff, after all—time for money. Utilize social media and newsletter swaps with other authors who are writing in your genre and for the same target audience. You don’t have to build a list from scratch if you broadcast to theirs in exchange for a newsletter or interview on your website or social media.
Create literary marketing materials such as bookplates and bookmarks to distribute at events. Invest in business cards and merchandise that resonate with your brand and target audience. Sometimes swag can play an important role in pre-publication efforts as well.
Literary marketing doesn't have to break the bank. Use social media to engage readers and grow your follower base. Utilize blog and/or newsletter tours and offer to write guest articles on sites where your readers hang out. These don’t necessarily have to be bookish sites, but might have to do with the topic of your novel. Run giveaways or host a virtual launch party on social media.
Finding Literary Marketing Opportunities
Getting your name out there can be challenging, but you can find promotion opportunities through newsletters, social media groups, forums, and author networks. Attend writing conferences and workshops to connect with fellow writers and grow your own personal community. Speaking of which, you can also find author communities online. A lot of your early boosters are often creative writers themselves.
Approach independent bookstores, libraries or schools with your work, and inquire about opportunities to share your book and run an event or school visit. Ask whether you can leave some bookmarks or flyers around to promote your book.
Collaborate with other authors in your niche to promote each other's work. Consider starting your podcast or YouTube channel to connect with your readers or talk about your writing process. Lastly, join a writer's group or community and leverage support to grow your network and share ideas.
Literary marketing can be daunting, but with the right strategy and effort, aspiring authors can grow their readership. Building an author platform takes time, but the results are worth the effort. Remember to utilize social media, attend literary events, and collaborate with others. Marketing doesn't have to cost much, especially if you’re willing to write articles, share your email newsletter list, and band together with other authors. Lastly, connect with others in the same boat, join writing communities and leverage the support to grow your network and share ideas. With these tips, you can overcome any literary marketing jitters and build buzz for yourself and your work.
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