Send a Press Release: Old School Marketing

In the age that we are in, I think many writers come to believe that the only way to market their book is through social media. Other ways of marketing books have been made more difficult by Covid-19.

So, we spend our days on Twitter or Instagram, trying to be heard above all the other writers shouting about their books.

We almost become myopic and overlook other venues that still exist.

For instance, in some form or another, there are still newspapers. And, did you know that most newspapers have a form for press releases right on their site? For instance, on the Midland Daily News site, I just needed to go to the News heading (circled in blue), and when dropdown choices opened up, I just needed to click Submit News (also circled in blue)... it brought me to a form page that I filled out with some cut and pastes pretty quickly:

If you're lucky enough to live in a smaller to medium size town, there's a pretty good chance that the local paper will run your press release. By the way, you could also send your press release to your old hometown newspaper and to the newspaper of the town where you attended college (in that press release you'd want to include that your an alumnus of "such and such" university and then probably the year you graduated.)

In fact, you can send the same press release to the Alumni Association of your former college. They love sending stuff like that out in the Alumni Newsletter. Some of those alumni publications are slick, glossy and get sent to the homes of thousands of alum from that school.

That's a lot of eyeballs on your new book... and all for taking the half hour to write a press release and email it out.

It costs nothing but a little time. And, sometimes, newspapers and other outlets will follow up and want to do a longer piece on your publishing news.

If you have a physical copy of your book, you should see if a local business will carry copies. Make sure they have them before the press release runs. That way you can include in the press release: Copies are also available at Martin's Gifts in downtown Chesterton.

If your book is only in electronic form, you'd just want to put: Available from Amazon.

DO NOT put a link in the press release. The paper is pretty much giving you free advertising, but they aren't going to print some long link... and if it's too obvious that you are looking for free advertising (rather than sharing news) then they might not run it. They run press release at their discretion.

Better still, if you're giving a reading or doing a signing or even have an online Zoom reading, make sure you include that in the press release. Newspapers love press releases connected to upcoming events.

So, what to include in your press release? A press release is the simplest form of Who, What, Where, When, and Why. They are by nature very short. You want to try to make it so it is print-run ready and the newspaper staff doesn't have to do a bunch or rewriting.

Here's a quick example:

Press Release

Longtime resident [blank blank] recently released her romance novel, She'd Waited Long Enough. It tells the story of Judith Kernin who after waiting on love for thirty years, finally takes matters into her own hands. The novel is available now on Amazon.com and through the author's website [www.authorsoandso.com]. Further inquiries can be sent to: [your email address]

This is a decent length for a press release. The paper will include what they choose, so this might end up shorter (or they might follow up to do a longer piece). They may or may not include your email address or website.

They may or may not even run the press release, but what did it cost you to write it and send it?

Depending on what you have, you might add to this (but don't add if you don't have anything):

Longtime resident [blank blank] recently released her romance novel, She'd Waited Long Enough. It tells the story of Judith Kernin who after waiting on love for thirty years, finally takes matters into her own hands. Copies of She'd Waited Long Enough are available at Martin's Gifts in downtown Chesterton. It's also available on Amazon.com. You can learn more about the author on her website, [www.authorsoandso.com].

Be careful how you load up the ending of the press release, however. If you include too much stuff about where the book can be purchased, you run the risk of looking too much like an advertisement and not enough like a press release.

Make sure you give it a catchy title, too (and change it depending on your venue)

Local Writer Publishes Book (good for local paper)

Hometown Girl Publishes Book (good for hometown paper)

U of D Alum Publishes Book (good for Alumni Associations)

The upshot of these press releases is often more social media exposure too since most newspapers and Alumni Associations also have Facebook, etc and will sometimes repost news there.

After my press release came out in the Midland Daily News (here) I received several messages from friends who read about it on Facebook.

It definitely generated some sales and some interest.

What are you waiting for... send out some press releases for your own book!

If you find my blog posts instructive, please consider purchasing a copy of my new book of short stories, The Neighborhood Division, as a donated payment for the "class."

From the Publisher (preferred): here

From Amazon: here

A review of the book: here