And what, you ask, does writing teach us? First and foremost, it reminds us that we are alive and that it is a gift and a privilege, not a right.”
Ray Bradbury, Writer
Years of working in marketing, communications, and journalism have taught me a lot in working with the media, executives, and clients. I have come to realize that solid relationships boil down to one thing: clear and consistent communication.
Authors have much on their already full plates. Not only are they aching to succeed as an author, but most work to achieve this while working full time, raising a family, taking care of basic needs like health and education, daily errands, housekeeping and cooking, and the list goes on. Being an author is equally a full-time job with writing, editing, pitching, marketing, revising, and creating.
At this phase in my life, I personally am easily overwhelmed, more than I used to be. I am unable to balance so many items on my to-do list. So when I can find that “easy” button, or at least, extra help to manage certain tasks, I am an advocate.
Publicity or marketing kits are one of those tasks. What is a publicity and marketing kit? Why should authors have one? And what should you include?
Why authors should have a publicity and marketing kit
After you write your book, you want to promote it, right? To sell our books, we have to market them and ourselves.
Whether you have one book published or several, your publicity and marketing kit will help you save time in gathering the information your interviewer or event host needs.
The publicity kit serves two purposes. (1) It shows the media and event host that you are a professional. You have everything they need and are handing them information they do not have to try to find on their own with an already stretched calendar. The more you can help them, the better your chances of getting the interview or appearance, and the stronger your relationship will be.
And (2) your publicity kit helps to keep you on target. It can be a little nerve wracking to be interviewed or to stand in a room full of strangers, but your ready-made topics will keep you grounded so you have points to discuss. Your kit elevates your confidence.
Your author publicity and marketing kit
A publicity kit is an informational package you share with the media (television, newspaper, podcasts) and hosts of your event appearances, such as a book signing or book clubs. This kit is a folder, either physical or electronic, that the media can grab and thumb through for specific information.
I like to have one publicity kit, but two one-sheet bios, which I will explain next.
What information does the publicity and marketing kit need?
- High-resolution author and book cover(s) photos
- Your author bio—long and brief (one paragraph)
- Name pronunciation
- Book description of your current book you are marketing
- Book Reviews
- Book information: genre, publication date, ISBNs, dimensions
- Author or agent contact information for bookings, rights, review copies
- Upcoming events/appearances
- Book excerpts
- Website link/address
- Social media links/handles
You could also include links (if electronic) to past media appearances, and if a physical kit, you could simply add the information of where it was, the date, and a link address they’d have to type. In addition, guides for book clubs and/or classroom guides might also be useful.
Most of the above information can and should be added to your website on a media page. This will enable the media or event host to download whatever they need. However, it is still good practice to email a PDF of your media kit (or mail a physical copy instead of or in addition to your electronic version) so they have everything in one document without having to download individual pieces from your website. Even better if your kit includes a table of contents they can simply click to jump to the area they need.
The more you can help [the media], the better your chances of getting the interview or appearance, and the stronger your relationship will be.
Your author one-sheet bio
Your one-sheet bio is one, easy-to-read page you could also send separately or with the package. It can also be included on your media page on your website.
I like to have two: one for the media and one for event appearances. Both will have your brief bio and author photo, a photo of your book cover, and your (or your agent’s) contact information.
Your media one-sheet will include interview topics to help the media interviewer who may not have read your book (it happens), and does not know much about you. The interviewer does not have to use those topics, but at least you hand them ideas they could entertain. Plus, you know your subject matter and this shows them the areas where you are the expert, and what you desire listeners to know about your book and you.
Interview questions is another list to include on your media one-sheet, with a point or two in response. Again, this gives your interviewer an understanding of your expertise and what you might discuss in the interview.
Your event one-sheet for book signings, speaking engagements, and other appearances, includes event topics, about three to five. They could be workshops you teach, or topics for speaking engagements. This way, the host does not have to come up with ideas.
Another list on your event one-sheet I like to include is book club topics. Again, three to five points to avoid overwhelm, but topics you have expertise in (since you wrote the book!) and directions to lead the group. Whether you are doing a book signing, appearing at a book club group, or speaking, this one sheet is helpful both for the host, and for you to stay focused and avoid overwhelm.
In short, if you have a published book and you desire to be interviewed, teach workshops, or simply speak on the subject, you should have a publicity and marketing kit. Once you have it put together, it is one less task off your full plate.
And if you still experience a bit of anxiety with the thought of putting one together, I’m here to help. Contact me and let’s talk about your publicity kit.
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