Author branding and promotion are two of the essential book marketing services. There is no doubt that writers can handle it DIY to some extent by building large social media followings. But unless something goes viral or followers total in the hundreds of thousands, there are generally limits to the self-managed approach. But when it comes to convincing people to buy books, credibility is an enormously influential factor, and old-school media coverage brings it. Being interviewed on TV or quoted in an article immediately demonstrate your stature as an author and expert in your field.
While there is nothing wrong with being the topic of good blog posts, most do not carry the weight of a TV network, newspaper, or magazine brand. Traditional media have spent decades building their reputations, and when you're included, it is a compliment to you. For example, if you've written a book on business and are quoted in Forbes, it means a lot. Likewise, with authors of interior design books who might be covered in Architectural Digest. Imagine posting links to such coverage on your social media.
Because books can't be interviewed, much of book marketing relies on promoting you as the author. It also helps you build an author brand (become well known by readers) that permits you to write future books with an instant fan base. When book marketers plan a publicity campaign, much of it revolves around author appearances, interviews, speaking engagements, bylined articles, and tours, either virtual or in-person. When your book launches, plans to spend at least a couple of months immersed in appearances, building media relationships, and connecting with fans in multiple ways.
Although the internet allows you to reach people directly, which can be quite effective, it is often incremental where you gain followers over time. Media will enable you to reach a larger audience instantly and serves as a conduit of information about you and your book. Being well prepared and available when reporters call if a sudden news event connects to your book topic will help you get ahead. There are thousands of good books published every week, and the competition for people's attention is fiercer than ever before. You need a well-planned book marketing and author promotion to breakthrough.
