It’s a slog. Once upon a time, there were great book editors at The Star—Steve Paul, John Mark Eberhart, George Gurley and the legendary Thorpe Menn, and others—who celebrated the work of local writers. Whistler’s Books would set out books by regional authors on its center table. Now, authors need to be more imaginative. When my own first full-length book of poems, Plumbers, came out, my dad, a plumber, kept asking me for more and more copies. I later learned that he was taking them to the union hall and selling them.
More to your point, marketing a book depends somewhat on the type of book you have. I oversaw the publication of a memoir by Henry Bloch, cofounder of H&R Bloch, for example, which reached a lot of readers in and out of the corporation. Of course, a first-time novelist or poet won’t have that built-in interest, so here are a few, more general observations on marketing a book:
(a) Public events. When Gary Gildner, then living in Idaho, came out with a new book of prose or poetry, I always got a call, asking if I’d set up a reading/workshop/class visit in Kansas City. He had a white Chevy truck with a bed cover, where he loaded boxes of his new book; he would set up reading tours in towns where he had contacts. Gildner’s way is a good way. Hit the road, even if just this region. Meet local bookstore owners and literary groups in Iowa, Nebraska, Arkansas. Use your connections.
(b) One of the best literary presses in the country, Coffee House, recently identified its most effective marketing tool—it’s free, and you’ve got 280 characters to make your case—social media. The press targets bookstores and sellers who have highly active Twitter/X presences. The marketing director reaches out through Direct Messages (DMs) to build relationships. Once the connection is established, Coffee House arranges for simpatico sellers to feature their books or authors.
(c) This brings me to a crucial matter. When I directed BkMk Press, my colleague there, Ben Furnish, sent advance galleys to places like Library Journal and Kirkus; we sent out dozens of review copies and entered our books into awards competitions, some of which can only be submitted by the publisher. Ben set up public events and book signings for our authors. Such service is rare, alas, for literary publishers, even if they actually know how to handle promotion. However, such things are important considerations when a writer “chooses” a publisher.
A book of my own poems recently came out from an otherwise reputable press that did absolutely nothing to enter it in contests, send out review copies, or offer me a reading anywhere. A writer has to do a lot of the work himself or herself.
Find advice at Poets&Writers website: Promote your work → Get the word out: https://www.pw.org/content/get_the_word_out
—Robert Stewart, Jan. 6, 2025