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How to Use Current Events to Promote Books



Every year, the number of books published increases, and with it comes fierce competition. It makes a creative and well-planned book marketing campaign essential to break through the clutter and get out the word. A lot of book publicity depends on getting the media's attention, and a campaign needs to be newsworthy. When searching for ways to do it, tying into current events is something to consider. It's easier for some books than others, but with enough creative thinking, almost every title will in some way connect to a current event. It will make pitches more exciting and help bring success.

When you include current event tie-ins to a book marketing program, it's wise to look at sponsorships if appropriate ones exist. There's no right or wrong way to do it as long as the audience for the charity or event could have an interest in the book. It's excellent to be creative and open-minded, but a cookbook sponsoring an auto race might not be the best partnership – so challenge yourself to find appropriate sponsorships. When your name is added to the online and physical promotional materials for an event, it gives you visibility to an audience who might be interested.

When you're working on sponsorships, don't forget the importance of author branding. You'll want your sponsor listing to include both the book title and author's name if possible. Media often covers events, and if you attend and are visible or make yourself available beforehand, there is a possibility you may be asked to make comments as a sponsor. In general, speaking to the media or before audiences is excellent, and you want to cultivate those opportunities. Often, they are scheduled in advance, which is why you want to begin working on your book publicity campaign long before your book is published.

Al authors, and especially first-time ones, need to keep in mind that book publicity is incremental. It's essential to have a well-rounded plan with many facets. After you begin, some will work better than others, and they are the ones you want to maximize. It also varies by book, and because each one is unique, you'll need to develop a plan that reaches your target readers. Often people need to hear about a book more than once to decide to buy it. It's why publicity experts try hard for exposure in a variety of media. Coverage in the right blogs and podcasts also is excellent because they have niche audiences.

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