You want to give your book launch every chance to succeed, right? You’ve written your book. It’s gone through several stages of editing. The interior is laid out. Your cover art is slamming. You’re so excited. The publishing team has got to be, too, you’re sure. You’re just waiting on them to clue you in on the great marketing plan that’s going to catapult your book right onto the charts.
Only problem? It doesn’t come. Or when it does, it’s pretty bare bones.
New and established authors are often surprised when marketing services they’d expect would fall under the duties of their publisher’s book marketing teams fall through the cracks. Their publisher may be wonderful, and may have hired a marketing or publicity agency, but tasks are neglected.
I call these “intersecting marketing items” because they are indeed marketing services. They interact closely with the publishing process. There are several expected “intersecting marketing items” traditional publishers typically manage. Hybrid publishers and some small presses often implement most of these, as well, but the quality and extent of what’s provided can vary significantly—and therein lies those pesky things that can slip through the cracks.
Why Do Book Marketing and Publishing Services Intersect?
Let’s start by discussing why book marketing and publishing services intersect. For the sake of this article, we’re specifying book marketing services integral to the publishing process. I’m not referring to services that can be executed by a marketing and PR firm independently, such as securing media interviews or running advertising campaigns. While these services might benefit from some level of support or awareness from the publisher, they can typically be managed without the publisher’s direct involvement and can occur near or after the release date.
The “intersecting marketing items” are those that should be the publisher’s responsibility long before the book’s release date. These tasks are intertwined with the publishing process. It’s unrealistic to expect a marketing and PR firm to handle them effectively. A marketing and PR firm likely lacks access to essential information like printing costs or production timelines. Setting the pricing is a task requiring detailed knowledge printing costs, of goods, royalty percentages, etc., all of which are managed by the publisher.
Key Intersecting Marketing Items in Book Marketing and Publishing
As the founder of Black Château Enterprises, a marketing and public relations firm for authors, I often find auditing intersecting marketing items. Here are a few examples:
- Metadata and Keyword Research: Conducting thorough research to ensure your book is easily discoverable online.
- Selecting Appropriate Categories: Ensuring the book is labeled correctly to reach its target audience.
- Crafting Appealing Book Descriptions: Writing descriptions that capture the essence of the book and entice readers.
- Developing Pricing Strategies: Setting the right value point based on market trends and production costs.
- B2B Marketing Services: Promoting the book to bookstores, libraries, and retailers to increase visibility.
- Securing Editorial Reviews or Back Cover Blurbs: Obtaining credible reviews that can boost a book’s reputation.
- Soliciting Advanced Book Reviews: Getting early reviews to create buzz before the official release.
- Ordering and Distributing Advanced Reading Copies (ARCs): Ensuring ARCs are sent out in a timely manner for early feedback.
- ISBN and Barcode Assignment: Properly securing and assigning ISBNs and barcodes is essential for tracking sales and guaranteeing accurate cataloging.
- Pre-Order Campaigns: Setting up and promoting pre-orders to build momentum before the official release.
- Distribution Strategy: Ensuring the book is available in various formats and circulated through appropriate channels.
- Foreign Rights and Translation Opportunities: Exploring and negotiating worldwide rights deals to increase the book’s reach beyond English-speaking markets.
Why Understanding the Intersection Between Book Marketing and Publishing Matters
I’m frequently approached by authors who have a book that’s been released or one nearing release. I need to assess which intersecting marketing items have been managed—if they’ve been addressed at all. I’ve observed a wide range of practices among publishers today. Whether due to shrinking marketing budgets, a lack of in-house expertise, or business decisions deviating from industry norms, more and more publishers are omitting some of these intersecting marketing items or not delivering them at the highest quality.
Understanding these intersecting marketing items is crucial for authors who plan to work with a publisher and hire a marketing and PR firm. The timing of these tasks is a key reason they’re the publisher’s job. WHEN these tasks need to be completed is closely tied to the publishing process, making it essential the marketing and publishing teams work in harmony.
The Importance of Collaboration in Book Marketing and Publishing
If some book marketing items aren’t optimized, it can make the book’s promotion challenging. For example, the book description needs to be finalized early on because it will appear on the back cover and should align with the book cover design. Editorial reviews from reputable sources like Kirkus or Books That Make You, or advanced reviews from platforms like NetGalley, need to be secured in advance to give reviewers sufficient time to read the manuscript, write their review, and publish it. If a pull quote from a review is desired for the back cover blurb, it’s critical to synchronize these efforts with the design process.
Best Advice to Authors Navigating the List of Intersecting Marketing Items
Talk to your publisher if they’re overseeing these items at least six months prior to your book’s launch, no matter what type they are: traditional, small press, hybrid or other. If they aren’t, or are uncertain or dismissive, talk with your marketing firm or publicist. Your goal is to make sure these items don’t slip through the cracks. Being proactive can save time, energy and money, especially if eleventh-hour decisions need to be made.
Whether you’re independent or working with a marketing or publicity agency on your book’s release, understanding and making sure your Intersecting Marketing Items are on track is a vital step in preparing your book for success.
Are you an author or publisher in need of expert assistance with your book marketing and publishing strategy? Even if you need a brief consultation as you journey on your path to publishing, know that the team at Black Château can help. We have encountered many instances where bridging the gap between these crucial areas is needed. Contact us today to learn how we can help you optimize your book’s success from the very beginning.
