Gregath Publishing Company suggestions for Marketing: Free Advertisement

There are several different things you can do to help sell your book. Below are several sales strategies that you can use for any type of book.

Prepare (and send) press releases to all media (newspaper, radio, TV, eGroup/eList, Usenet/newsgroup, etc.) within the area while you are completing work on the manuscript, again when it is being published, and after, to cover such events as signings, parties, etc.

Write a news article describing the work you are doing or what went into the completed book. Interesting news articles describing unusual activities or events are welcomed by most newspapers. Articles that use your expertise are one great alternative to public speaking. Instead of an oral presentation, you've put your knowledge into a short article. These may also be a source of secondary income - check for writers guidelines in various periodicals. Don't limit yourself to one news article - the more the merrier. The worst that can happen is if they don't get published. However, if your target book buyers read the periodical, your best bet may be to offer news articles up as press releases - if marketing is your goal.

Be sure the item (PR or news article) is of interest to newspaper readers and is written to attract attention and queries. If the writer has a good photograph (traditionally black and white glossy), it may be presented with the item for publication. Check with your target publications to see their preferred method of submittal - Mail, FAX, Email, etc. If instructed not to send anything - don't. It is extremely important to follow any rules set for you by publications and websites/services. Send PR or news articles to local publications as well as publications that cater to the location(s) in the book, subject matter, etc. Don't rule out a publication as "too big" or "too small", though you might wish to write them for submittal guidelines (tip sheet) before sending in your press release.

Don't restrict your efforts to traditional print publications. Be sure to post your PR and news on your own web site, send it by email to interested individuals (with an invitation to forward it on), post to any social networking you are doing, etc. Other outlets to consider include:

Some tips to consider when writing for publication

Article should answer the 5 W's: who, what, why, when, and where.
The first line of the release should be an attention getter.
Include background on the author, writing, and subject matter to some extent.
With so much information that can be included, adhere to the "mini-skirt rule" - keep it short (as possible) while not sacrificing content.
After writing, go back over it - are there places where you can say the same things with fewer words? (see previous tip).
Have someone else (just like your book) take a look at the material before you send it out for constructive suggestions. Many times they provide great insight as to how much the author leaves out their own personal information.
Provide both physical description of the book (i.e. 8x11", hardbound, 342 pages, archival notation, etc.) and a general description of the content.
Keep it interesting - while many genealogies tend toward statistics, if the press release is a dry, dull read for the public, it might be a long-shot for it to even be published. Do you have a great oral story in the book you can summarize or an antidote about your experience writing the book?
Follow-up after submitting!
- Did it get published - send a thank you note.
- Did you not see it published? Ask why, when sending another copy.

Do you think your project(s) can benefit from more information than single articles? Consider putting together a press/media kit.

Never sell online resources short. Check out the following to help with common Journalism with PR questions:

A signing gathering or publication celebration can also help marketing in more than one way. The host and hostess may wish to contact their local newspaper and set up an appointment for a personal interview and picture taking session with the writer. In which case, the writer should be prepared to make newsworthy statements of interest regarding his research, books, and himself. People that attend will also buy and carry your book to other people. While it is rarely effective as the sole marketing effort, it can be an effective element. If you have heard it once, you have heard it a thousand times, the best way to spread the word is by networking.

Locally, if no one has thrown you an autograph or release party, you can do one yourself. Make sure you notify all the local media as well as book stores, libraries, etc. in addition to sending out personal invitations.

News Releases should be prepared in advance whenever possible and hand delivered or mailed to the newspaper(s). Letters to specific columns or Editors are usually made during research and may also be made upon completion of the publication.

Setting up a table or booth at a local, regional, or themed event is a great way to get the work out about your book. If you are still working on the project and want to get "the buzz" started, this can be a fun way to make friends and meet new people as well. You may find more material for this project - or the next - landing in your lap as well.

Set up at the county fair, exhibit at the Christmas craft fair, see if you can man a table at the local library - even if they don't have special events for authors. Genealogists and historians should get out to reenactments, society meetings, ancestor fairs, workshops and the like.

Sometimes exhibiting (or vending) is free or just a few dollars for table space. You might get several friends together and share the space and expense. In addition free PR material, you may have something that you can sell to further offset the up front costs - bookmarks, stationary, crafts, etc. National events and trade shows be several hundred dollars of expense.

Check around in your region: Many places have good old fashioned bulletin boards. Make a poster about your project and get to posting. Don't feel like commissioning posters at the local print shop? Do 8.5x11" mini-posters on brightly colored paper from your desktop! Be sure that you don't violate any rules though. Do periodic follow up: do they need refreshed, reposted, or removed - don't be a litterbug.

Exhibiting with your book? Consider getting a bit "fancy" - go beyond what you can do at your desktop at home and hand lettered posters. Use foam board to really make an impression. Foam core signs can promote your book, you, lectures, etc. Click here for a few "store bought" display items we offer for sale.

Make your own coupons! These can be done in a variety of formats (flyers, brochures, book marks, business or post cards, etc.). Be sure to include all your contact information, the item in question, and something extra for the bearer. Coupons can be for a particular amount or % off, free or reduced shipping, an autographed copy, a mystery bonus (some imprinted advertising specialty), etc. The sky is the limit. Give the coupons out in person, leave them on freebie tables, tack them to bulletin boards, include them in correspondence, etc. Don't forget to consider terms such as an expiration date and if the coupon needs to be surrendered.

Ask all your friends to relate your project to all those individuals they come in contact with.

If there is no organization for your subject matter, consider establishing one or becoming a ‘clearing house’ for it.

If your family has not been having reunions, organize one! While this is more effective with genealogy books, families always like to have relatives work of any kind.

Consider having written information on hand to hand out/distribute to anyone you talk with that are interested. This gives the potential buyer something material to remind them about your project. Items can be varied, from a business card to flyers, book marks, etc. Basic "recycling" would be a sales flyer or tip sheet.

Include a report on the book project in all of your holiday correspondence - this can increase both interest and donated materials. This can be part of the holiday family letter, an insert or part of your stationary, etc.

When printing new business/calling cards, consider adding author to your title and/or including your book's homepage address (URL).

Include a photograph with any mailings (especially electronic): can be an action shot of the author writing or selling, or a special one from the book. If the book is already published, it could even be a "beauty shot" of the book itself. Make sure to caption the photograph. If it is from the book and the promotional material doesn't address the photograph, the caption can be a bit longer to make sure you tie the photo to the book.

Include with press releases other related literature such as sell sheets, flyers, etc. (see below)

Using your contact information, follow up your initial press release with subsequent releases such as a report on sales, family gatherings, signing party, new projects, special offers/sales (holiday free shipping, contributor/family discount), etc.

Consider developing at least one aspect of the book into a lecture, or character presentation, and market this presentation - always referring to the book.

Whenever there is "filler space" throughout the book manuscript, take a bit of it to remind readers about other publications, family reunions, and other opportunities to network and sell books. Additional Tip: Use different fonts, layouts, and clip art to keep from being overlooked after the first instance.

If you attended a college or other institute of higher learning, don't forget to contact them with PR. Many would love to run an alumni success story.

List your book for sale in as many places as possible. One such area that can be done for free is http://www.bookhitch.com.

Search Engine Optimization (SEO) of your web presence.

Take a virtual tour of others blogs, post on online bulletin boards, list free classifieds, post in news areas.

Expand your internet tours to podcasts and Internet radio. Find shows to target through sites such as www.wsradio.com and www.blogtalkradio.com,

Network online! Have you considered that many "social networking" sites, such as Facebook have calendars and classifieds that share your events or items to sell with others:

In addition to social network pages, establishing blogs are a way to establish a web presence for your book or yourself without building a traditional website. There are many free and paid services, here are two good free ones:

For more suggestions on this subject and more, order our book:
G550-$10.00 WRITING Family History Or Genealogy For Pleasure and Profit, by Gregath Company, Inc., *updated* 2008. ISBN: 0-944619-00-2, 8½x11", softbound book, 126 pages, suggestions & examples of all facets of your project for the typist and/or computer user. Also available on disk.
Also we suggest:
Guerrilla Marketing for Writers - 100 Weapons for Selling Your Work

Glossary

Page Last Updated: February 18, 2010