During consulting calls with authors getting ready to release their next book, one of the first questions I’m asked is always, should I wait until the pandemic is over to do this? Honestly, it’s a good question to ask yourself and your team. It’s important to acknowledge where we are and figure out if it would be better for you and your book if you just waited. You don’t want to rush something just to get half-assed results.
I can hear the soft hum of The Clash’s “Should I Stay, or Should I go” in the background as I type this post. Because that’s really the question, isn’t it? Should you go with the original publication date and release plan despite the changes in the publishing climate, adapt to the new normal, or hang back and wait for better days. For example, when you’re seeing people in the world rather than through a computer screen. Your publisher is telling you to push your release date back, so you should – right?
Not necessarily. I’m fortunate to have worked with a lot of indie authors and small presses, allowing me the opportunity to learn a good bit about audience growth. How to start from the ground and build your way up – go from having zero readers to fostering a large audience. Through these experiences, I’ve learned that my answer to the “should I stay, or should I go” debate, it’s almost always, go. The key is identifying which vehicle is going to get you to your final destination: a “room” full of readers.
Right now, digital marketing is that vehicle. Social media promotions, email marketing, virtual events, online giveaways. In other words, using every avenue possible to connect with readers and get to know them better through the digital sphere. This is how we’re able to continue building relationships even though we can’t gather in person. We actually get to know our audiences a lot better through digital marketing because of analytics, tracing consumer actions being taken and seeing which pieces of content connect most with the people who are actually buying your books.
The problem that I have with continuously pushing pub dates back is that we don’t really know how long the COVID-19 era is going to last. What we do know, is that you have a good story that you’ve put your heart into creating. We also know that people need good stories now more than ever – stories are our saviors. Writers have an important job.
All this being said, I’m not saying that timing is a minimal component of a PR campaign. On the contrary, it’s huge. Everything needs to work together like a clock. Media placements should be scheduled to correspond with book launches, upcoming events, award announcements – you know the drill. If you don’t have a plan in place, you should wait until you do. But, if you’ve been planning on and looking forward to putting your book out there this year – do it. There are plenty of creative ways to share your story despite the strange times we’re living in.
So, in part this post about adaptability. Making sure you know that you can adapt to the way things are as long as you’re prepared to do so. Questions you can ask yourself as you decide when you’re going to publish your book:
1. What are my favorite parts of a book campaign? (i.e. in-person networking events, traditional book tour, social media marketing)
2. Am I willing to explore digital publicity avenues?
3. Do I have marketing help?
4. Do I enjoy connecting with readers on social media?
5. Am I interested in virtual events?
These are all important questions to consider. I mean, if you have zero desire to be present on social media and in-person events are your bread and butter, you will not want to release your book right now. You won’t have fun doing so and sharing your story should be fun. Just wait it out.
If you love the internet and look at social media as a unique opportunity to reach readers that you probably wouldn’t otherwise, there’s nothing holding you back. The world is your oyster. You’re ready to put your work out there and we’re ready to read it.
XX,
H