Author’s Book Marketing Guide: Month 2 Pre-Release

Photo: Notebook with checklist and hand checking off the list.

The countdown is getting close! Are you able to breathe? Hopefully with the homework we’ve laid out in Months 6, 5, 4, 3 of the pre-release plan, the only nervousness you feel is the excitement of your new book almost ready for a booming and successful start! This month is all about “priming the pump” so to speak for advance sales.

This month we’re going to concentrate on:

  • Article directories
  • Press Releases
  • “Push” pages

Article Directories

Remember that in order to catch peoples’ attention, you have to be visible. The best way for a writer to increase their visibility (not to mention increase inbound links to their website, therefore increasing search engine results) is to have name recognition everywhere. That means contributing articles online. You can easily capitalize on any membership sites you belong to. Doing so increases your membership’s community library and helps establish yourself as an expert. (Keep in mind that this doesn’t have to be about writing or publishing. Any expertise can be linked back to your website, which will promote your book when it releases.)

There are also a number of articles directory sites. Articles directories are super easy ways for your articles to find their way into blogs, newsletters, and other sites. With these directories, you retain full attribution and gain links to your websites. Posting your articles for free is sometimes the quickest way to have people pick up on your material for redistribution among their blog, newsletter, or website. While the effort won’t be directly compensated, the exposure to different networks can be amazing. Most directories allow you to track your articles so you can ensure the poster does properly attribute you and provide a link to your information (like your website, book link on Amazon, etc). Sometimes your articles can even end up in publications around the world, increasing your visibility and establishing your expert status.

If you’re like me, the thought of writing “how-to” articles as a fiction writer was daunting. But, as you can see, as a writer, no matter that genre, you are an expert in writing, at the very least. From my own trials and errors (many, many errors!! Oy vey!) I learned how to market myself and my books better, and a lesson learned is something that can written and submitted!


Press Releases

All right, the time has come to put together your book’s press release. I recommend completing on main release, then all you need to do is tweak the first paragraph a bit here and there for other releases. The “tweaking” allows you to tailor it specifically for types of publications you want to target.

But I’m a fiction writer! you’re thinking. No worries. So am I, but a press release is easy. Think of it as backwards storytelling. In fiction we start with the broad and tailor down to the specifics. In press release writing, we start with the specifics and supply the filler information. So your “who, where, when, what, and why” information is at the top. Make sure to include a headline and lead sentence to “hook” the readers, just like you did when writing your back blurb. (Example: New Book Provides Step-By-Step Book Marketing to Authors). Don’t make the mistake of focusing on you as the author (example: BC Brown Launches New Marketing Book). The writer isn’t as important in the headline as catching the reader’s attention. The first sentence needs to hook the reader with what is new, original, or hmmm….weird about your book. Then hit ’em with the book title, release date, publisher, and author name. Head into the next paragraph with a one-line recap of the book’s content. The best is if you can focus on how to book solves a problem or introduces a useful process. If the book is fiction, then you need to highlight how your book is different or original from the others on the marketing, and your one-line recap should be a plot summary. Then add on your credentials.

You head into the next paragraph with any special launch events, media appearances, and book tour signings. Don’t forget to give accolades to your publisher or distributor (if you have one). I tend to give my editor a little shout out here also. Definitely include how your book is available – online, in bookstores, and/or through your website. If self published, it’s best to not mention that fact. It’s unfortunate and unfair but a lot of stigma is still tied to self publishing. Although many indie authors are making strides toward bettering the image in quality of work and expertise, it isn’t quite there yet.

Last paragraph should include your website information, push page (which we will discuss next), and contact information so interested stores or media outlets can follow up with you. Successful press releases are limited to around 200-300 words. Keep sentences short, use active verbs, and keep the focus on what the book delivers for the reader, not on the book itself. Your credentials should always show how your experiences is beneficial to the reader. Make sure to double-check for typos. You wouldn’t believe how many press releases have come across my desk with errors in the email or phone number for an author – yikes! (A useful hint is to read your press release backwards, starting at the bottom of the document and reading it one line at a time to the top. The break in continuity will keep your brain from “filling in the known gaps” and glaring errors should present clearer.)

Traditional media outlets are still sticklers for what they consider “professional submission guidelines.” And let’s face it, the traditional media outlets still dominate the landscape for news. Make sure you follow the traditional press release format. Here is the example I used for my novel, A Touch of Darkness:



CONTACT: Glorious Bastards Press 555-555-5555

A Touch of Darkness Revitalizes Gritty Noir with Dark Humor, Realistic Police Procedural, and Touching Humanity

     Mattoon, IL—A Touch of Darkness, An Abigail St Michael Novel, the newest title by fantasy author BC Brown, catapults into the modern-day, alternative reality of mysticism and madness with Abigail St Michael, former cop and psychic consultant.

A Touch of Darkness opens in the midnight world of psychics and serial killers with the death of a child, washed in the shadows of night and the alternating red and whites of police lights. Abbey St Michael is forced to confront an evil on her doorstep that may be closer than she ever realized. With her unique brand of dark humor and sarcastic wit, she struggles to catch a killer while not getting caught herself.

BC Brown’s first work, the dark fantasy Sister Light, Book One: Of Shadows and published under the pen name BB Walter, burst onto the sci-fi/fantasy scene first as short fiction and then expanded by request of fans for a full-length printing. Sister Light then went on to repeated sold out signings while on book tour and earned high praise from reviewers and readers alike. In A Touch of Darkness, Brown has brought all the sweeping vision of epic fantasy to contemporary paranormal mystery with an added noir grittiness and realism evident in its market pre-sales.

A Touch of Darkness is published by Glorious Bastards Press, a new author collaborative imprint. The Abigail St Michael Novels are distributed in the U.S. by Simon & Schuster. Learn more at

When submitting your press release make sure to embed it in the body of your email. Do not attach it as a document. Understandably reporters are uneasy about opening attachments for fear of viruses. Many firewalls are built to keep out attachments for that reason. You should always include a personal note to the correspond in an effort to build personal relationships. Keep it brief however. I usually start with a line or two about one of their recent articles I’ve read. Just remember to be sincere, actually read the article. Then wrap it up with a polite note asking their consideration for your release.

Don’t forget about all the paid and free press release distribution services. The paid ones range in price. I’ve seen them go from inexpensive to costly, depending on their presence and distribution, plus bonuses that can be added. I’ve used PR Newswire in the past. Free sources I like to use are OpenPR and 24-7PressRelease. There are numerous others, and I suggest doing a little websurfing to see one that fits you best.

Why press releases? Every release that gets picked up online will drive traffic to your website and the push page we’re about to discuss. It also helps boost search engine results, creates buzz about your book, and builds visibility about you as an expert. Don’t forget to use your press release when emailing bookstores too. Their PR person will be able to use it in their marketing when setting you up for book signings and events. Always notify media personally of events when you’re going to be in the area as well. And don’t forget about capitalizing on the “homegrown” aspect – let local professional association publications, alumni magazines, community event publications – know about your book and who you are. You’re a celebrity now!

Push Pages

A push page is an industry term that allows for online pre-sales of your book. This can be done even if you are self publishing by creating a pre-order button on your website.

Most commonly used in non-fiction, push pages are becoming popular in genre fiction work as well. Typically push pages (for fiction) use pre-ordering by offering bonus materials, such as a short story in the same genre etc. It can be anything really (audio recordings, swag, etc) from the author. The point is an incentive to commit to and purchase the book prior to its launch. Another fun way to market (and grow your audience and author network) is to ask other authors to cross promote with you. You can ask them to offer an excerpt or downloadable chapter, article, discount (anything) to your launch. Just remember that you want similar content without competing messages. This can work especially well if you and an author friend have opposite publication schedules. Also, ensure you have a way to fulfill the cross-promoted material (or the material you are providing) so everyone gets what you’ve promised.

To recap: this month you should be working on article directories and submissions to them, press releases to be sent out, and push pages for pre-release sales. If you haven’t yet, you should make sure you have bookmarks, business cards, posters, and book “fliers” designed and ordered. Send out your press releases and review copies. Contact bookstores to schedule those important signings. Start scheduling conventions and conferences for speaking opportunities and signings.

During all of this, make sure you update your spreadsheet with notes as to who you’ve contacted, when, and responses received. This includes media, reviewers, and book stores. Make notes about personality, outcomes, and overall experience. You can work with those who are willing to work with you instead of against you by keeping accurate notes. And it will save you a lot of time in the future! I also consider what “swag” I will be giving away at future events. In the beginning, I suggest keeping it small: bookmark with some type of giveaway (I suggest a short story download), maybe pens or magnets, candy). Keep it simple and small at first. Find ways to tie it to you or your book when possible.

Okay, well that wraps up your 2 month pre-release. You are well on your way to a successful launch if you’ve followed the steps laid out. Remember, by following each of these little by little you save yourself a lot of last minute stressing and initials sales that may be discouraging, to say the least.

BC Brown is the author of three novels and has participated in multiple short story anthologies. Having committed almost every ‘bad deed’ in the book of ‘How to Be An Author’, she now strives to educate others through humor and simple instruction.

A Peeksie

People always ask, “Just what the hell are you doing between books?” My reply is usually simple.

“Drinking.” “Shooting bums.” “Having sex.” “Writing.”

I’m a multitasker. Gee, that sounds so awfully impressive and adult, doesn’t it? Trust me, it’s not that. I don’t like to be bored. And the Muse likes to fuck with me and heap tons of ideas on me at once in between long dry spells of inspiration. When that happens, I take the ideas and run with them.

As pretty much everyone knows I’m working on A Touch of Chaos, the third novel in my Champaign, IL.-based Abigail St. Michael novels. I’m also working on a spin-off from those novels called A Sight Unknown. It will feature a new heroine named Jillian DeWitt and will be set in St. Louis, MO.

Many others know I have a short story being considered for an upcoming anthology, and that one of the anthologies I’ve been included in in the past, Fracas: A Collection of Short Friction, is undergoing revisions and rewrites, due for re-release.

So what else am I doing? I’ve submitted to several more anthologies, branching into the worlds of science fiction and fantasy. With a little luck I’ll be included in those. I have everything crossed! But my proudest item I’ve been tinkering with lately is a general fiction short story.

General fiction, BC?

I know, I know. My motto is “Because Weird is Good.” I hold to that credo. But sometimes it’s nice to be able to hold a mirror up to that weird. After a time, you become so apathetic to the strange and unusual that it no longers holds the same magic. This story is my attempt at 1) revitalizing the magic, and B) trying something new, attempting to stretch as a writer.

With that said, I thought I’d give you a peeksie at this story. I’m not saying it will be published in the future. I’m not saying it’s a project my readers should look forward to either. It may never be published; I may never write anything more than what is currently on it. But, with that said, I am rather proud of it. As many of you know, I don’t do general fiction. I’m usually unhappy with my writing if it doesn’t have a dragon, a murder, or a meta-human with funky abilities.

That said, I like Jane. I like her story. At least what I’ve written of it. I thought you might also enjoy a look at Jane and her tale.

Karaoke Jane

Twenty-six dollars. Twenty-six dollars and forty-two cents, to be exact.

Jane sighed as she stuffed the crumpled bills and weathered change back into her purse for the millionth time that night. Her purse in her lap, she leaned back. An errant spring from the broken down couch she slept on knifed her in the left kidney. She shifted but she’d learned early on that no amount of movement deterred that stubborn piece of wire. Certain she was bleeding internally from the shanking, she plunged her hand back into her purse and withdrew the money once more.

Magic had not happened. The bills hadn’t suddenly multiplied. Her troubles remained.

It had been eleven weeks since Ryan, her husband of fourteen years, had left, disappearing off the face of the planet, no explanation save for a note with the scribbled words: I don’t love you anymore. Don’t try to find me. I’m filing for divorce.

Eleven weeks and twelve hundred miles separated Jane from the moment in time when her world shattered.

He’d left her with nothing, had cleaned out their bank accounts, and had taken the one paid off vehicle and stuck her with the brand new pickup truck; the one he had wanted. Well, that wasn’t entirely accurate. He hadn’t left her with nothing; he’d left her with a car payment, a house payment, a stack of bills months past due, and absolutely no skills in a job field – she’d been stay-at-home like he’d asked.

The few friends they had in Colorado were his co-workers, and even they were surprised by his sudden disappearance. Jane’s last remaining family member, the grandmother who’d raised her after her parents’ car accident, lived in a nursing home that specialized in dementia and Alzheimer’s. On the last visitation day, her grandmother never once recognized Jane, as she hadn’t any other visitation day for the past six years. But Jane never missed the opportunity to see her. Even if it meant she had to drive from Colorado to Arkansas once a month to do so.

After Ryan had left, there weren’t many alternatives – stay and drown in debt in Colorado, or cut her losses and return home to Arkansas.

She traded in the new pickup for an older, rusted but mechanically-sound Buick, sold off everything they’d owned in a massive yard sale, and let the bank take the house. Packing up her pet rat, River, she hit the road with her trunk stuffed with shoes and clothes, a crate of DVD’s she thought to sell later when she needed more money, and three cases of canned tuna and canned pineapple, compliments of a generous clerk at the local food pantry.

Nine hundred dollars in her pocket and twelve hundred miles beneath her tires, Jane found herself parked along the shoulder of the highway, a sign reading Welcome to Emissary, AR before her. Below that, a smaller sign proudly proclaimed Home of 1963 Olympic Bronze Winner: Lucas Fontaine was nearly faded from existence.

Jane knew what it said, even if the rest of the world could no longer read it. She’d read it over and over in her youth. Emissary, Arkansas hadn’t left any other mark on the world except 1963 Olympic Bronze Winner, Lucas Fontaine.

Her husband leaving, and Jane didn’t cry. Forced to abandon her life and her home for the last fourteen years, Jane didn’t cry. Reduced to someone without a future and all their worldly possessions stuffed in the trunk of their crappy car, Jane didn’t cry. But standing beneath the sign of her home town, a place she never wanted to live again, Jane had dropped to her knees beneath the faded declaration of Emissary’s claim to fame and sobbed until, eyes red and swollen and snot dribbling down her face, she’d dragged herself back into the front seat of her car, slammed her fist down on the lock, and fallen fast asleep.