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When you're researching how to market your book, don't overlook video-sharing sites. They are exploding in popularity, and their audiences grow every year. If you're lucky enough to be interviewed on television, the show may receive thousands of more views online afterward. Shared videos are an ideal way to help more people discover your book. It's also an excellent idea to make a video yourself talking about your book excitingly and engagingly. Make sure to display the cover and even any coverage you've had in print media. If you've been on TV, you can also include a clip from the interview.

Another thing authors need to keep in mind about book publicity campaigns is that they build momentum over time. In many cases, the first media exposure for a book is local and close to home. Then regional or large-market editors and producers become interested until ultimately there is national exposure. It's rare to begin a publicity campaign with a national TV interview, and in some cases, if you do, it costs you local coverage that also can sell books. When things occur in the optimal order, the campaign begins smaller and then expands in time. It's a classic formula that has proven effective. 

Nearly everyone who writes a book today tries promoting it on social media. People have varying degrees of success, depending on how they do it. In general, social media rewards people who genuinely participate. If you parachute in with a hard sell about your book, it's doubtful much will happen. But if you post actively and build a following over time, it's possible to promote your book to your followers. People enjoy reading books when they have a relationship with the author, even a virtual one. Followers can become book buyers and fans. You can even use social media to get suggestions for future books.

Radio interviews, which are generally longer than TV, are excellent publicity vehicles. Don't become so fixated on T that you overlook other interview invitations. Similarly, podcasts, especially those with decent followings, can help sell books. Radio and podcasts often have niche audiences. It means they are smaller but highly interested. Also, because the interview conversations are much longer, it allows listeners to become much more interested in you and your book. When you have a good rapport with the host and listeners who call in, you'll make headway with book sales.


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