Hire a publicist.
Okay, so we’re just kidding.
Have you seen how much those guys charge, though? Tonight’s dinner might just be the last time you eat for a while.
On a more serious note, good publicists are worth their weight in gold. They have the connections to get you top-tier media attention from major newspapers, news websites, magazines, bloggers, TV producers, podcast hosts, and more. They know how to reach the right people, and they know how to pitch. While many will offer á la carte services that are a little less eye-popping in terms of pricing, others will require a monthly retainer. If you have that kind of money to invest, definitely go ahead and do it. Just be sure to do your due diligence and hire a publicist who is a right fit for you and your book. As in any professional occupation, there are good ones and bad ones.
However, if you’re like most indie authors who can’t afford the razzle-dazzle of today’s publicity masterminds, there is an option for you. It’s called DIYing your own publicity campaign, and it’s not as scary as it sounds.
Like most of what you do in book launch planning and execution, you must start several months before your launch date. Depending on the media outlets you target, you’ll find that programming and written content pieces aren’t always last minute efforts. While there might be opportunities for breaking news coverage, there’s generally a ton of content planning involved—which is why you want to reach out and grab a slot for an interview as early as possible.
Now let’s get down to the finer details of constructing and implementing an attention-worthy campaign.