New authors need a particular type of publicity. Unlike well-known authors such as James Patterson, they probably won’t have televised commercials on the same par as movie ads. New authors typically lack the clout needed for those kinds of commercials. Like indie rock bands, though, they need to work on their grassroots campaigns. There are many ways to get the word out about a new author or a new book, and here are a few suggestions:
Have author events in your hometown. Contact the smaller, independent bookstores or the local libraries and see if they would be interested in hosting an event. If it’s a new book, you can have a reading and signing. If it’s a book that has been out for a few months, or if you have the resources to make it happen, you can have a book discussion. Book discussions are similar to book group meetings, or book clubs, but on a larger scale.
Another option stems from the same idea, but would require more resources. You can offer to come to a book group meeting and talk about your book. It’s always exciting to have an actual author come to your group meeting. Put an ad on your website, blog or author bio page with a note: “If your book group is interested in reading my book and meets in the Los Angeles area (for example), contact me about coming to a meeting for an evening of discussion.” Don’t charge a fee, because they’ve already bought your book.
Finally, hit the Internet. It’s a great resource and a good way to find people who are avid readers and might be willing to review your book for their blog. Go to social book sites, such as librarything.com or goodreads.com, and contact active readers of books by authors you admire or might align yourself with. Send them a message and ask if they would be willing to review your book for their blog or website.
A final note on author-specific publicity: don’t let it take over what you do. Focus on writing a great book. It’ll be the best publicity you can get, and will likely speak for itself.
Excellent points! Thanks!