You Get What You Pay For

 

For 25 years, I’ve been advocating for transparency in book publicity–a cornerstone of Books Forward’s culture since 2000.

It’s heartbreaking when authors come to us after their books have launched, sharing stories of disappointment with their initial publicity efforts. Many debut authors thought they’d hired the right experts, but were misled or let down. They ask if we can help get their campaigns back on track. While we do our best, it’s tough to fix an anemic publicity effort after a book has launched. Sometimes we can, but if we can’t, we’re always honest about that.

When you pay for a service, you are paying for the expertise, knowledge, contacts and creativity of a professional. Just as a lawyer charging $25/hour isn’t likely to be a Supreme Court litigator, or a $12 haircut isn’t coming from a top stylist, bargain-priced book publicity is unlikely to deliver the kind of buzz necessary to stand out in a market where more than 3 million books are published annually in the US.

There’s a reason that certain book publicity firms have clients who regularly hit bestseller lists and win major awards. Their value lies in their contacts, their ability to create compelling stories that the media wants to share, and their track record of securing stellar reviews. These qualities are built on years of experience, not shortcuts.

When you’re hiring a firm to represent your book–your blood, sweat and tears–ask tough questions. Be wary of “bargain basement deals” and understand what you’re truly getting for your investment. There’s a select group of highly sought-after publicists for authors who are serious about success, but they’re not a dime a dozen.

Great Clips is fine if you’re looking for a quick, generic haircut. But if you want to stand out , that’s probably not where you’re going. The same principle applies to book publicity: “Great Clips” prices will get you “Great Clips” results.

For all but a rare few authors whose books are “lead titles” for major publishers, the reality is clear: to rise above the noise of the other 8,000-plus books being released on the same day as yours, you must commit your resources–time, energy, and money–into promotion .

A top-tier book publicity firm will provide a detailed proposal outlining what they’ll do for you, how they’ll reach readers in diverse ways, how they’ll keep you informed about your campaign’s progress.

Their track record will show success with books like yours, along with insights into what works and what doesn’t…

Just as importantly, they’ll offer cutting-edge strategies developed by some of the most creative minds in the business.

Be deliberate when choosing a book publicity firm. Consider your budget of time, energy and money, and invest wisely in your book’s success

Julie Schoerke is the founder of Books Forward’s, an award-winning literary publicity company, and its sister publishing company, Books Fluent.