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Self-published authors weighing whether to spend their marketing budgets on book advertising versus a publicity campaign should consider the many ways to maximize media exposure. The media coverage earned during a publicity campaign is longer lasting than paid ads and has many potential uses. For one, posting links on social media to media interviews and stories is an excellent book and author promotion content. Glowing reviews in the media also are highly influential for people considering buying books. It's why most authors opt for a publicity campaign rather than extensive spending on book ads.

The industry's top book publicists remind authors that media coverage isn't an end – it's a beginning. The trick is to effectively use publicity to build an author brand and ultimately sell books. It's also a requirement today that every author have a well-designed website, and it needs content. Links to media coverage are excellent for conferring stature on an author as highly regarded or an expert in a given industry or profession. The media coverage page on an author's website often receives a higher traffic volume, and when visitors can click on links to coverage or watch video interviews, it's influential.

Book publicity campaigns are progressive in nature, which means that local media coverage leads to regional media that can lead to national media. So even minor publicity hits can touch off coverage is far more significant media. The coverage earned early in a campaign can be used as a way to get other media interested. It can lead to large-market interviews, stories in major publications (and their websites), and much more. The objective is to generate buzz about an author and book, and the media finds it newsworthy. Online clipping files or emails with .pdfs of media coverage are more influential.

If you're a self-published author aspiring to have an agent and write future books traditionally published, media coverage is helpful. Everyone is more prone to invest in a known commodity early in its development when there is room left to grow. Being able to demonstrate buzz and interest in a book is persuasive to those who might consider working with you. It's another example of how funding a book publicity campaign has many more benefits than spending identical dollars buying ads. No two authors are alike, and what works for one person may not be suitable for another; always consider your needs.

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