Are you in the dark about how to promote your book?

Five things you should know

Outside of a dog, a book is a man’s best friend. Inside of a dog it’s too dark to read.

Groucho Marx

Whether you are an experienced author or a new author, you probably know you have to create awareness in order to create demand for a book. To create awareness, you have to promote your book. Effectively promoting a book is a combination of timing, creativity, contacts and luck, but these tips can help you maximize your book’s potential.

1. Plan ahead

Several front-end decisions can increase your book’s chances of success. First, make sure that your book is professionally edited and designed.

Second, get proper registration, including an ISBN (International Standard Book Number), Library of Congress identifying information and a barcode.

Third, resist the urge to overprice. Visit a bookstore to see how similar books are priced. Be objective. Even though you are passionate about your book, play the part of the skeptic. What would you pay for the book if someone other than you were the author?

Finally, affiliate with a distributor. One of the most common sources of confusion in publishing is the role of wholesalers and distributors. Wholesalers - such as Ingram and Baker & Taylor - provide services to retailers. Wholesalers do not create demand; rather, they respond to demand. Distributors call on wholesalers and retailers to solicit orders for your book.

2. Think beyond reviews

Authors are often so focused on getting reviews that they overlook other opportunities for book mentions and stories. Explore all angles, even if that means placing less emphasis on your book and greater emphasis on your story.

Be creative - think of ways your book’s message can tie in to a current issue, or how it relates to a trend. For instance, if your book explains how small businesses can take advantage of new tax codes, pitch a story explaining what small business owners need to know about new tax codes and time your pitch to coincide with the end of the year, the time when your advice would be most beneficial.

Focus on what is new or noteworthy about your book and how it can enlighten, entertain, or benefit the media outlet’s audience. For example, if your book provides a groundbreaking strategy for selling in the new economy, pitch a story that shows how salespeople can use your strategy to earn higher commissions and make more sales.

3. Promote yourself

If you are an expert or authority who can comment on issues - particularly those in the news - let the media know. Become a source. Even if a journalist does not interview you right away, you may be kept on file as a source to contact in the future. Try to develop relationships with reporters concerning your area of expertise. If you can help the reporter, he or she may one day return the favor. Make sure you know, however, before you provide information whether you are “on” or “off” the record.

4. Research

Before pitching a media outlet, do your research. Take note of editorial style, types of articles published or guests interviewed, topics frequently covered, lead-times and audience. Pitch accordingly.

5. No media outlet is too small

Regardless of a media outlet’s size, location or circulation, do not discriminate. If a media outlet is interested in your book or in interviewing you, accept the invitation. You never know who might be watching, listening or reading. Remember that alumni associations are always looking for interesting news about alums and may promote you for free.

A colleague frequently advises authors to approach book publicity as a long runway. Good advice — too often, authors rush through the process and miss important opportunities along the way. Slow down, relax and enjoy the process.

Maryglenn McCombs is an independent book publicist who specializes in targeted media campaigns. She can be reached by phone (1-800-243-9230) or by e-mail - mrygln@aol.com