Posted on

Ever wonder when you should start collecting info about how to promote your business-building book? 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 an eye-catching preliminary cover designed that you’re proud to show off.

You might think learning how to promote your business-building book before it’s written is too early, a waste of time. And even a questionable practice.

Not true! Look around, and put up your antennae. You’ll discover numerous bestselling authors — both self- and traditionally published — who are currently pre-publicizing their next book (pre-publicizing is industry jargon for promoting prior to publication).

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 your book when they can instantly access you and your expertise by becoming a client.

Make no mistake. This strategy works for many authors who aren’t building a business with their book. But it’s absolutely essential for executives whose book is intended to build their business and 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 creating it. And even before you start.

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 subtitle. Then spend a day or two implementing these tactics. You’ll be amazed at what happens as a result! (Be sure to note which to update come Publication Day.)

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, presentation or interview you do (get your host’s okay about doing this ahead of time).

4 — In your podcasts, videos, webinars, trainings and courses (if recorded and you have access to the original files, note which you’ll need to update when your book is done).

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, collaboration or partnership in their activities.

Refer to Your Book and Title in Written Materials

8 — In all of your bios (on your website, in digital profiles, association membership and alumni directories, slide presentations, etc.). Don’t forget any resumés you’ve posted or are distributing.

9 — In a standard introductory or closing sentence in your digital and printed marketing materials (email list emails, newsletters, guest blog posts, articles, brochures, white papers, postcards, etc.).

10 — In your social media profiles.

11 — In your LinkedIn profile’s Publications section, you can estimate a future release date.

12 — At the bottom of press releases by or about you, where your business and background are described.

13 — In podcast, video, webinar and speech introductions spoken by others that you draft and provide.

Reveal Your Title and Cover Art in Written Materials

14 — On your business card (put them on the back so the cover art doesn’t “fight” with your logo for attention).

15 — In your email signatures (author of the forthcoming book below . . .).

16 — On your website’s Home page and in a sidebar on your blog (create a keywords list for your book that you use in the pages’ text).

17 — In your media kit with a description of your book’s topic or your expertise.

18 — On LinkedIn and Facebook company pages.

And While Your Book is Being Created . . .

19 — Post occasional status updates about the book’s progress for your social media audiences while it’s underway. Build a list of who wants to learn more and/or receive an email when it becomes available.

20 — Use your blog and social media activity to collect input about your proposed title, topics, an early draft, etc. if you’re connected to part of your book’s target audience. Again, build a list for the book’s email announcement.

21 — Start and maintain a blog that’s only about your book and its contents, to start building interest. And if you’re confident your readers are part of your book’s target audience, collect comments about its ideas.

22 — Reach out, and let your colleagues and others (podcasters, bloggers, social media influencers, etc.) who serve your target audiences know your book is coming. Some may request a summary for their followers and fans. And many — plus their followers — may start avidly following you. Best of all, you can later offer an early book draft to the most interested. They can be your beta readers providing feedback. Or a source of endorsement blurbs. Or, post-publication, of Amazon reviews. Welcome all into your tribe, not only buying your products/services but also helping to promote your book!

Bonus #23! — Offer professionally edited and designed sample or partial chapters to your social media fans and your email list while you create the book. Or a free professionally edited and designed pre-book. Or an early complete draft. Invite feedback, comments and ideas. And keep building your tribe of supporters.

And so we’ve come to the end of my powerhouse list. (If you learn of other free/nearly-free ways to pre-publicize your business-building book to add to this list, please let me know so we all can learn them.)

Many, many thousands of authors have accelerated the pace of their book-generated business and growth results with these. And you can too! Lots to do here! But the cost is low. The return could be enormous. And you can set up most in a weekend.

Note we’ll soon be launching a PDF and printed planner/journal workbook about these 22 (+ 1) as part of our new family of two dozen planner/journals. Besides planning how and when you’ll finish implementing these tactics, you’ll be able to document their completion and note which require updating after your book starts selling. Contact us to request an email announcement when it’s available, if you’re not already getting our emails.

And if you’re at all unsure whether you’ve made all the necessary foundational decisions regarding your business-building book, check out our free workbook in the sidebar to the right (77 Book Types For Building Your Business & Brand), our other blog posts, our multi-award-winning groundbreaking workbooks and our Getting Started on Your Business-Building Book individual consulting program.

Those decisions determine the right title and subtitle for your book, which, in turn, are required for your pre-publicizing. So be sure you’ve been thoughtful about making them.