More people need to embrace the idea of post-publication promotion. It reminds me of television (or streaming now), when you haven't heard of a show, and "all of a sudden everyone is talking about it". Schitt's Creek is a great example because most people didn't tune in until the final season because of quarantine. But the show became a hit on its way out with a collection of Emmy's to go with it. To your point about timing—it's not something you can always control.
For non-fiction authors, I think there's so much emphasis in the promotional plan of their book proposal on pre-orders and what they'll do leading up to the launch, they forget they can still promote their book after it's out. I see a lot of writers trying to catch a perfect wave of publicity that only comes for a few people.
This article about timing is so helpful. Debut author here of The Resistance Painter, with a fabulous in house publicity and digital marketing team at Simon and Schuster Canada. It’s taken me a ridiculously long time to understand how much invisible work they do on my behalf. When we first met in person, I asked them how many other authors they had at any given time. I keep that l number in mind whenever I’m tempted to bombard them with impatient questions.
It’s tough out there. I had a nonfiction book come out in March that got a TV spot, an Atlantic feature (mixed), great trade reviews but no reviews in the major papers. Good luck in August!
They are both nonfiction. The one where I pivoted to TikTok is not going to get reviews. It's a coffee table book. The other one is a memoir, and I think it will get reviews. It's not out until August, so it is still too early to know.
Yes, yes, yes to all of this! I was JUST having this conversation with an author the other day (and have had this many, many times before). But most of all, I, too, could watch John Hamm crumple paper. It's all I can do not to binge that entire show. But I am restricting myself to one episode a night. It's so good!
It's like you're reading my mind! I was just having a conversation about publicity timing with my in-house publicist today! This was super-helpful (as always) - thank you!
I'm curious: you mention three non-Substack newsletters that you read regularly but you didn't link to them. Why? (I assume you would have linked to them if they were on Substack?).
More people need to embrace the idea of post-publication promotion. It reminds me of television (or streaming now), when you haven't heard of a show, and "all of a sudden everyone is talking about it". Schitt's Creek is a great example because most people didn't tune in until the final season because of quarantine. But the show became a hit on its way out with a collection of Emmy's to go with it. To your point about timing—it's not something you can always control.
For non-fiction authors, I think there's so much emphasis in the promotional plan of their book proposal on pre-orders and what they'll do leading up to the launch, they forget they can still promote their book after it's out. I see a lot of writers trying to catch a perfect wave of publicity that only comes for a few people.
I loved this – so so helpful and such great insight
This article about timing is so helpful. Debut author here of The Resistance Painter, with a fabulous in house publicity and digital marketing team at Simon and Schuster Canada. It’s taken me a ridiculously long time to understand how much invisible work they do on my behalf. When we first met in person, I asked them how many other authors they had at any given time. I keep that l number in mind whenever I’m tempted to bombard them with impatient questions.
We are all just trying to do our best.
Great post! Question: Did that nonfiction book you were working on get any major reviews?
It’s tough out there. I had a nonfiction book come out in March that got a TV spot, an Atlantic feature (mixed), great trade reviews but no reviews in the major papers. Good luck in August!
They are both nonfiction. The one where I pivoted to TikTok is not going to get reviews. It's a coffee table book. The other one is a memoir, and I think it will get reviews. It's not out until August, so it is still too early to know.
This is so helpful Kathleen. Thanks.
I love when people think summers are slower. It just opens up space for me to accomplish more in that “lull”.
Great post. Thanks.
Thanks, Kathleen. Publicity takes YEARS. I went on Morning Joe last month for a book that came out in 2023.
I went on Tavis Smiley’s radio show last week to discuss that same book.
For all the authors out there, you basically never quit promoting your stuff.
So true, especially if a book from two years ago is made relevant by current events.
So true. Here's a snippet of the Morning Joe clip, in case any of you all are interested.
https://www.youtube.com/watch?v=1PaFxb3Wn54
I also wrote about how authors can go on TV and talk naturally here: https://substack.com/home/post/p-156393140?utm_campaign=post&utm_medium=web
Thank you for your always helpful insight, but also... THE GROUP CHAT!!!
Obsessed
I am obsessed. I showed it to my 17yo daughter last night, and now she is obsessed, too.
Thank you for your insight! My debut comes out in September and this was really helpful in explaining how the schedule can be expected to lay out.
Brilliant!
Invaluable. Thank you for sharing your world.
Yes, yes, yes to all of this! I was JUST having this conversation with an author the other day (and have had this many, many times before). But most of all, I, too, could watch John Hamm crumple paper. It's all I can do not to binge that entire show. But I am restricting myself to one episode a night. It's so good!
I feel like this is Jon Hamm's 2.0 version of Don Draper.
100%!
It's like you're reading my mind! I was just having a conversation about publicity timing with my in-house publicist today! This was super-helpful (as always) - thank you!
Oh good! Glad it helped.
I'm curious: you mention three non-Substack newsletters that you read regularly but you didn't link to them. Why? (I assume you would have linked to them if they were on Substack?).
I have previously linked to them--that is why.
Thank you for this, Kathleen. It's such helpful context to keep in mind prior to publication!