Author(s)/Editor(s):Working Title and Subtitle:
1. PUBLICITY
The following are some venues publicity uses to promote and create a buzz on your book.
a. Candidates for Review Copies
List the publications that you would like the publisher to send review
copies of your book. Of these specific journals, list any names of individuals who would consider reviewing your book.
Note: The review copy is an early draft of your manuscript (sometimes before it is
copyedited) that publishers send to various professional journals and book reviewing publications.
b. Press Release
Supply a name and address of a public relations person within your organization
who would consider circulating a press release on your book.
c. Promotional Flyers
Determine how many copies you will need for professional conferences, mailings, etc.
Note: The author
often has an opportunity to help shape the content of the flyer. At a minimum, the author should review it.
d. Book Endorsements
Provide the names and addresses of prominent colleagues in
your field who might be willing to write favorable comments. They should be people familiar with you and your work, or authorities on the subject matter.
Note: This list also provides possible candidates for testimonials.
e. Personal Publicists
List any people (or personal publicist) that may be interested in assisting the publisher in
promoting your book.
f. Interview Opportunities
List possible media or broadcast interview venues and the names of any personal media contacts that might be interested in this book. This includes
local and national newspapers, magazines, TV, cable, and Internet. List previous interviews you've given.
Note: It is important to go over your presentation with the publicist before giving an interview.
g. Book Signings at Local Bookstores
List any local bookstores or contacts at bookstores for possible book signings.
Note: Nationwide bookstore signings are usually arranged by larger publishing houses and are reserved for top-selling or
high-profile authors who are on the road promoting their book.
h. Travel Plans
List the dates and destinations of trips you are planning six months following the expected publication date of your
book. (The publicist should know the approximate publication date.) Include conferences, business trips, and vacation.
Note: Some of these destinations may provide further opportunity to publicize your
book, for example, handing out flyers. By knowing your itinerary the publisher can arrange interviews for print, radio, or TV while you are in a particular city. This is especially helpful for smaller
publishers who do not have the budget to send authors on the interview circuit.
2. DIRECT MARKETING
Direct mail is a powerful marketing tool for reaching specialized audiences. A good
publishing house constantly seeks new and relevant mailing lists for each individual book.
a. Mailing Lists
Provide mailing lists of individuals and private and public institutions that would be
interested in your book. This includes:
- Your private list of professional colleagues.
- Customers, or leads.
- Attendees of professional conferences you attend. If you don't have a list of names, provide a contact so that the publisher can obtain one.
b. Ads
List any specialized professional or trade association journals that target your intended audience.
Note: Larger publishing houses have the dollars to place ads in larger publications,
and major newspapers. Don't expect smaller publishing houses to place much of their budget in these areas.
3. SALES
The sales department makes the arrangements with a distributor or
wholesaler to deliver your book to retailers. But sales departments also zero in on academic, corporate, government markets or other specialized markets. For example, your book may be about the
environment. The sales department would then identify the many public and private environment associations, including environmental publishers, providing flyers or copies of the book, and arranging for
them to promote or list your book in their catalog. Or the book may have the potential to reach several markets. For example, the same environmental book may be appropriate for a classroom in which case the
sales department would "pitch" your book to the academic market.
a. Private Market
List the name and address of any corporations or organizations that might be interested in purchasing multiple
copies of your book or might distribute the book for the publisher.
b. Public Market
List the name and address of any government or nonprofit organizations that might be interested in purchasing
multiple copies of your book or might distribute the book for the publisher.
c. Academic Market
If your book is applicable to the academic market, list the relevant courses that apply, as well as
the level—undergraduate, postgraduate, continuing education, etc.
List any universities, institutions, or teachers that would be interested in using your book for courses.
d. Conferences
List any professional meetings you will be speaking at that you can display your book and/or hand out flyers. If available, include a list of conference attendees for direct mail promotion of your book (see
item 2).
List the name, address, and date of any conferences and/or meetings where you or your organization will be participating or attending.
d. Special Sales Opportunities
List any
other organizations or individuals who might buy multiple copies of your book or who might distribute the book for the publisher.
4. AUTHOR SUGGESTIONS
Provide any suggestions or other avenues to advertise, promote, publicize, review, and sell your book.
Note: Take a serious moment and brainstorm this. The publisher will consider any viable ideas. For
example, you may have a cost-effective way to provide a book display for bookstores.
