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Current Event Tie-Ins Can Power Book Promotion

 

It takes a lot to self-publish a book and succeed these days, but if you work at it and do the needed things, you improve your chances considerably. When you work with book publicists, they'll bring up many promotional opportunities, and tie-ins to current events are one of them. The point of marketing is to help get your book noticed and earn media coverage, and it needs to be seen as newsworthy. Current events are naturally in the news, and connecting your book to them gives it an immediacy that wouldn't be there otherwise. Luckily, there are several ways to go about it, and you can choose from the options. 


One of the quickest and most direct ways to become part of an event is to be a sponsor. Event organizers are always looking for funding sources, and when you sign on as a sponsor, they'll give you publicity in return. Publicity campaigns often begin locally and build to regional and possibly national coverage. Therefore, having your name and book title on a sponsor list given to local media gives them a reason to speak with you – or gives your publicist an additional thing to mention in a pitch email or letter. If media members attend and cover the event, you can be among those speaking to them.


Many companies and organizations view authors as interesting speakers. The path to speaking engagements can be more straightforward for nonfiction authors, but it's possible if you're a fiction writer and have a connection to the event, its location, or topic. In a dream-come-true scenario, you could speak or make an appearance at a library or bookstore event where the audience is people who are active readers. Be open to possibilities and don't insist that every event be an exact match for your book topic, especially initially. Once your PR campaign gets rolling, you can narrow things down to target audiences.


If there are seasonal aspects to your book or story, try to find connections to those as well. Event sponsors are always looking for content and attractions for their programs, and if you can add something that will help draw attendees, they'll sign you up. Successful book marketing is incremental, which means it is the sum of many things that, working together, add up to an impactful campaign. It's easy to become preoccupied with one or two aspects and overlook others. So, make sure you keep events in mind and other things such as media appearance, social media posts, and blogger outreach. But most of all, don't consider your work finished when your book is published – success requires more. 


 


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