320: Beyond Book Launch | Leah Paulos

Long-Term Publicity Tactics with Leah Paulos

In today’s rapidly evolving media landscape, promoting a nonfiction book has become an ongoing endeavor that requires strategic planning and relentless effort. On this episode of Authors Who Lead, Leah Paulos and I delve into the intricacies of book publicity, shedding light on the sustained efforts required for successful book promotion far beyond the initial launch. If you’re an aspiring or established nonfiction author looking for practical advice, this episode offers invaluable insights.

The Long Haul: Treating Your Book Like a Product

One of the pivotal points is the necessity for authors to treat their book like any other product, requiring constant effort and a clear marketing strategy. “Authors should be prepared to invest time and effort in promoting their work and engaging with readers,” Leah emphasizes. Many writers mistakenly believe that the bulk of their work ends with the book launch, but, as Leah and I explain, this is simply the beginning.

Authors must allocate time each week to focus on publicity, whether through leveraging social media platforms or engaging directly with readers. By doing so, authors can build a lasting presence and keep their book relevant well after its release date. We also highlight the importance of authors being clear about their goals—whether these involve boosting their careers, becoming thought leaders, or securing speaking engagements.

Crafting Compelling Hooks: The Art of Making Media Notice

Drawing media attention requires more than just sending out press releases. We delve into the significance of creating compelling hooks that attract media interest. We stress that authors need to make it easy for journalists to cover them by thinking like journalists themselves. Through Press Shop PR, Leah Paulos has over 20 years of experience in creating effective pitches that condense an author’s work into resonant language. She shares useful insights on identifying different categories and themes within a book that could interest media outlets.

The trick, according to Leah, is to practice summarizing and storytelling aspects of the book in a way that captures attention. I underscore this by referencing “Gone Missing” from “Adventures in Cinderbottom” as an example of how a concise, intriguing summary can draw interest from podcast hosts and audiences.

In the Driver’s Seat: Authors Taking Charge of Their Campaigns

With traditional publishers offering less support in PR, and with dwindling book advances primarily allocated to marketing, authors must take charge of their promotional campaigns. Leah and I argue that relying on publishers alone can hinder an author’s success. Instead, authors should proactively build their platforms, handle marketing, and take control of their publicity strategies.

For authors feeling overwhelmed by these demands, we point to resources like the Book Publicity School. Founded to guide and support overwhelmed authors, the school provides practical advice on media outreach and marketing. Its programs range from crash courses on writing pitches and media list building to six-month coaching programs that cover all facets of book publicity.

Seizing New Opportunities: The Role of Social Media and Podcasts

The digital age has fractured traditional media, creating new opportunities for authors to reach their target audiences. Leah and I discuss how platforms such as podcasts offer promotional value that can sometimes exceed that of traditional book tours. I emphasize the importance of understanding and appealing to the specific interests of podcast hosts and their audiences when pitching a book. By tapping into niche audiences through these platforms, authors can achieve meaningful connections and effectively promote their work.

Building Confidence: A Long Runway of Visibility

The episode also highlights the need for a long runway of visibility and confidence for authors. Leah and I stress that book publicity is a long-term game, and continuous effort leads to lasting impact. Authors often underestimate the ongoing effort required and may feel they have missed their window for effective promotion too early. However, Leah reaffirms that opportunities for publicity persist beyond the initial launch, especially with thoughtful and strategic engagement.

Resources for Success: Workshops, Schools, and Expert Advice

We wrap up the episode by emphasizing the importance of seeking expert advice and leveraging available resources. Book Publicity School offers different programs, including free workshops and paid courses, to educate and support authors in navigating the complexities of book promotion. They arrange workshops to teach media outreach, time management, and marketing strategies tailored for authors.

Ultimately, Leah Paulos and I provide a roadmap for nonfiction authors seeking to maximize the impact of their books in today’s media landscape. By treating their book as a continuous project, crafting compelling hooks, taking charge of their promotional efforts, and leveraging new media opportunities, authors can find sustained success and lasting engagement with their readers.

Join us again next week for more captivating insights from influential authors and publishing experts. Remember to subscribe to Authors Who Lead and visit our website for more show notes and past interviews.

That’s all for this week. If you have a message inside of you that needs to be written, today is the day to start. Don’t delay—take action.