“Advertising, promotions, and publicity are the three core areas of book marketing,” but what are the differences?
- Advertising: any paid advertisements in any type of media (most books are given little for advertising, as it is not very effective, and an ad campaign usually cannot reach a desirable number of readers, unless you’re a best-seling author or your book “has already been successfully publicized.”)
- Promotions: “discounts, displays, and co-op funds that publishers offer booksellers.” The amount of promotional material a bookseller is given is “based on its volume of business with the publisher the previous year.” These include things such as posters, bookmarks, book displays, and postcards.
- Publicitiy: “getting your book mentioned in any form of media. Publicity earns you the legitimacy of a third-party editorial endorsement, can reach large audiences, and requires relatively little spending. Publicity is where your greatest opportunity lies to contribute to the shape and scope of your compaign. The right media coverage for your book can stimulate measurable sales results that turn your book into a success.”
Publicity requires little money but lots of time, “an open mind, curiosity, polite persistence, and a certain level of boldness.” What you contribute to your publicity campaign can significantly impact your sales.
Between 200,000 and 300,000 books are published each year. What makes your story unique? Your answer(s) will play into tomorrow’s topic, your Target Audience.