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MAKING HEADLINES

by Deborah Greenspan

Marketing books has everything to do with promotion.  Your book can be on all the distributor’s databases, but if bookstores never heard of it, what good is that?  To make sure they do hear about your book, you need to promote it in the media.  Here are a few steps you can take to get started.

1.  All newspapers have at least one reporter whose job is covering local people and events. Sometimes these columnists feature products and services offered by local individuals and companies, and they’re always on the lookout for a good story. If you’ve got one, they’ll be happy to use it. 

2.  Some local newspapers also have columnists who cover particular topics:  gardening, music, movies, television, business, housing, travel, careers, cars, food, restaurants, art, and more. Familiarize yourself with your local paper by reading it every day.  It’s a good idea to take notes on columnists who you think might be interested in your book.

3.  Maybe your local paper doesn’t have a columnist who covers your area of interest.  In that case, you can volunteer to write a column for them freelance.  You don’t have to get paid for this.  It’s a terrific opportunity to establish yourself as an expert in your field.

4. Besides local columnists, there are over a thousand nationally syndicated writers who might be interested in mentioning your book, or even featuring it, if he or she has had the chance to read it.  Send out review copies to people whose columns deal with the same things your book does.  Books that are reviewed or even mentioned by syndicated columnists often do fabulously well.  For instance, when Ann Landers recommended Robert and Anne Leider’s Don’t Miss Out as a solution to college funding, the publisher reportedly sold over 50,000 copies. This is how bestsellers are made: creatively.

5.  Or you can write and syndicate your own column on your subject for newspapers, ezines, magazines etc.  Inspiration from articles can come from different chapters in your book, or from readers who have asked you questions.  And at the end of the article you can provide information on how to order your books.