Many first-time authors think they don’t have to worry about marketing their book until it’s about to hit the market, but nothing could be further from the truth. Executive authors in the know realize their real opportunity to begin marketing occurs before their book is even written. All you need is a working title, and if you really want to make a splash, have a preliminary cover designed.
You might think publicizing your book before it’s written is a questionable practice. Not true! Look around and put up your antennae, and you’ll discover numerous bestselling authors — both self- and traditionally published — who are currently pre-publicizing their next book. As long as your title speaks to something that’s important to the target audiences related to the book-driven business results you hope for, pre-publicizing will work for you, even if your title and cover design change significantly before the book becomes available.
And why wouldn’t it? If your book solves a problem of your audiences’, you are the real source of that solution, and many people who learn you have it through your pre-publicizing efforts won’t want to wait for months (or a year or more) for the book when they can instantly access you and your expertise.
Make no mistake. This is not for authors whose only book-related goal is to sell lots of copies. This is instead for executives whose book is intended to build their business and their brand through results such as generating new clients, important invitations, once-in-a-lifetime opportunities, etc. When that’s your intention, pre-publicizing enables you to start reaping your book’s rewards — and collecting a return on your eventual investment — while you’re still creating it. Best of all, almost all of these pre-publicizing tactics are free!
So no excuses, don’t delay; decide on a benefits-focused working title, and spend a day or two implementing these tactics. You’ll be amazed at what happens as a result!
Mention Your Book and Title Verbally
1. In your elevator speech (and I’m writing a book about . . .).
2. In your voicemail greeting (you’ve reached John Doe of ABC Company and author of the forthcoming book entitled . . .).
3. In every self-introduction, interview or teleconference you do (consider getting the interviewer’s okay about doing this ahead of time).
4. In your speeches, videos and teaching content.
5. In your dialogue with prospects, clients and at networking events.
6. Early in your conversations with speaking-opportunity event planners, producers and hosts.
7. To everyone who invites your participation or partnership in their activities.
Refer to Your Book and Title in Written Materials
8. In all of your bios (on your website, in association membership directories, slide presentations, etc.).
9. In a standard introductory or closing sentence in your marketing materials (newsletters, ezines, brochures, white papers, postcards, etc.).
10. In your social media site profiles (perhaps post updates about the book’s status and/or ask for feedback about some of its ideas). LinkedIn has a special section for your publications where you can indicate the expected release date.
11. At the bottom of your press releases where you describe your business and background.
12. In teleconference, webinar, video and speech introductions made by others that you draft and provide.
Reveal Your Title and Cover Art in Written Materials
13. On your business card (put them on the back so the cover art doesn’t “fight” with your logo on the front).
14. In your email signatures (author of the forthcoming book entitled . . .).
15. On your website’s Home page and in a sidebar on your blog.
16. In your media kit with a description of your topic.
17. On LinkedIn and Facebook company pages. Be sure to create a keywords list for your book that you use in the pages’ text.
While Your Book is Being Created . . .
18. Post occasional status updates about the book’s progress while it’s underway to your social media audiences.
19. Offer professionally edited and designed sample or partial chapters to your social media fans and your elist while the book is being written or a free professionally edited and designed pre-book or early complete draft, and invite feedback and ideas.
20. Start and maintain a blog about the book and its contents to start building interest and if your readers are part of your book’s target audience, collecting comments about its ideas.
21. Use your blog and social media activity to collect input about your proposed title, topics, etc. Consider directing your followers to an online survey that will help you collect and rank their input.