There are those who say that authors should release a book simultaneously in digital and paper form. Their argument being that everyone who wants to read your book should be able to. If they want to give you money, why make them wait? Well, I’ll tell you. Every new format is a chance to promote your novel. Because unless you want to make enemies, you just can’t say “buy my book” every day. People will tune you out at best and unfollow you at worst. And then you’ve lost them.
In public relations you have what are known as “news beats.” I’m sure a PR professional would explain the concept differently (and probably with a twenty-slide PowerPoint presentation), but here is the way I understand and use it: You create “news” about your product (in this case your novel), and dole out these bits of news in increments that are most likely to be noticed and shared. So the news beats that I could do for my novel Summer Wind could go like this:
• March – Announcement of book “A Lexy Cooper Spinoff Featuring Detective Malick is in the works”
• April – Cover and title reveal “Title of Mike Malick #1 is ‘Summer Wind.’ Check out the cover”
• May – Launch date reveal “Detective Malick returns in Summer Wind October 31”
• August – Book release “Summer Wind, Mike Malick spinoff now available as eBook and paperback”
And then…nothing. You’ve got no more news. Sure you can post reviews and interact with your readers and all that good stuff, but you don’t have any “news.”
Now, if you hold back on paperback or audio versions, then you have more news to share:
• November – “Summer Wind coming to paperback”
• December – “Summer Wind now available in paperback”
• June – “Summer Wind audiobook in the works. Who will voice Mike Malick?”
• August – “Summer Wind audiobook now available”
You’ve had a full year of newsworthy items about one book. And you’re probably ready to start releasing news about the next book. Now, if you’ve got multiple titles to promote, you can do even more. Here’s a peek at my Marketing and Release calendar.
Newsletters are in yellow, promotions are in blue and releases are in green. You can see that I’m promoting different things at appropriate times. I’ll do two promotions for I Saw Lexy Kissing Santa this year. It was free for five days in a “Christmas in July” promotion, and when the holidays roll around again, I will post about the story in all my social channels and hopefully get another round of sales. I’ll do a “Back to Schooled” promotion in September because it’s topical, and it’s the first book in my series–the bait I use to hook new readers.
Today I didn’t do any writing on my fourth Lexy Cooper book, but the time I spent on the business end confirming schedules with my editor and proofreader, updating Lexycooper.com, making a blog post on Goodreads, and scheduling announcements and promotions through the end of the year is well worth missing a creative day. You can be creative AND strategic!
One thought on “When to release and promote your books”
Great advice. Something to consider.