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Promoting Your Book Over Time

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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Launching a book is thrilling. Lots of time, energy and thought goes into planning it. But that’s not the only day you should be thinking about..

You’re going to have that book for a long time. So although launch day is important, the real question is: How do you keep the book in the minds and in the mouths of people all over the world for a long time?

It’s not an easy task. I know that from promoting my first two books Listful Thinking and Listful Living.

And my client, Krystale Littlejohn, knows all about this process as well. She’s the University of Washington’s Associate Professor of Sociology and author of the book Just Get on the Pill, which came out in August 2021  and is still getting lots of attention. We spoke on my live-streaming show Inside Scoop about her book launch process and how she was able to keep promoting her book over time.

Here are three great points from our conversation to help you promote your book.

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Book Launch Highs and Lows

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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A book launch is a lot of work. There’s speaking engagements, there’s events, there’s media and so much more. It can be exciting and exhausting to prepare.

I learned so much from writing and launching Listful Thinking and Listful Living. And from keeping the book in the media long afterwards. (My first book came out almost a decade ago and I’m still talking about it in the media!)

And I love sharing my knowledge with authors to get them ready for their big launches. In fact, I just lead a group training called Media-Ready Author to help authors get ready to launch their books in the media.  You can check out the replay here.

On a recent episode of Inside Scoop I brought one of my media-training clients, Chelsea Conaboy, on to share her experience launching her new book, Mother Brain.

Here are three lessons Chelsea learned from the book-launch process.

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TikTok Tips for Authors

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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You wrote a book. That’s a lot of work. But your work doesn’t stop when your book is finished. Now, you need to sell your book.

So you have to promote them! (I know all about this from my experience as a TV producer and being the author of Listful Thinking and Listful Living).

And there’s a tool authors can use to promote their books that is especially effective: TikTok.

I spoke with publishing consultant, diverse kid lit reviewer, kids fiction podcaster and BookTok expert, Miral Sattar, on my live-streaming show Inside Scoop. She’s got a huge TikTok following and had a ton of great tips to share.

Here are Miral’s tips for understanding and using TikTok to promote your books.

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1) Understanding TikTok.

You can’t use something to its full potential without knowing how it works right? Of course not. Understanding how TikTok works and how it’s different from other social media apps like Instagram is super important.

“When you first start using TikTok, it doesn’t matter how many followers you have. The app always shows your content to a small sample of people. And if enough people finish watching it, they show it to more people,” Miral said.

Because of this, every video on TikTok has a chance to go viral.

(Don’t worry. You don’t have to dance to go viral.)

“To hone in on your specific audience, there are things you can do to fine tune the algorithms based on what you post and what you watch,” Miral added.

And for authors, honing in on your audience means understanding #BookTok.

2) Using the power of #BookTok.

BookTok is kind of a subculture within TikTok where people make videos about books.

“When I first did a Tok in July, the hashtag had about 60 billion views. And I checked it right before we spoke today and the BookTok hashtag has 80 billion views right now,” Miral explained.

I’ve talked about how TV doesn’t sell books. I’ve seen it as a producer and experienced it as an author. It’s exciting to be on big TV shows like The Today Show, but it’s not great for sales. But BookTok is great for book sales.

For example, Colleen Hoover actually outsold the Bible.

 

“Colleen Hoover has been around for a few years. She traditionally published multiple books. Maybe they did well, but they never did this well. Until she joined TikTok and made videos about her books.,” Miral added.

And it’s not just online sales. It’s impacting in-person bookstores as well.

“I take my kids to Barnes and Nobles all the time. And there’s a BookTok table. And 99% of the time, if it’s on the BookTok table, it’s good and I’ll pick it up,” she said.

Like podcasts, BookTok is an incredibly powerful tool, if you know how to use the hashtag.

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3) Getting started on BookTok.

Now that you know how powerful BookTok can be for your book. Let’s talk about using it to promote your own content.

“In the beginning when I was doing my Toks, I would get ten views, 20 views. Because I was posting all the wrong things. I didn’t realize the algorithm needs to be trained. You train the algorithm to show you what you look at,” Miral said.

For example, if you start looking at non-fiction book related topics, that’s what TikTok will show you.

“Just start following readers there, engaging with authors, and then TikTok will start showing you that,” she added.

And then you can see techniques that do and do not work and adapt similar methods for your own content. Another great way to use TikTok to your advantage is using their analytics.

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4) TikTok Video Tips.

Obviously, like any social media platform that uses video, you need to be comfortable on camera. But in addition to that, here are some tips to help your video creation.

“TikTok’s analytics tells you the best posting times, how many people watched your video. For me, I found the magic number was seven to nine seconds,” Miral said.

That’s not a lot of time to get your point across.

“A lot of people on TikTok will be like, ‘Hi, I’m me.’ Or ‘Hey guys, what’s going on?’ And then you’ve already lost them. You need to hook them in right away with an engaging picture or a question or something really interesting,” she explained.

And make sure to include a way for your audience to engage.

“You need to have a call-to-action. I put all the books I recommend in the comments. I pin it and say how to find it. For every podcast episode I’m promoting, I pin in the comments and include how to find it,” Miral said.

Here’s a successful example of one of Miral’s most popular videos that used all these tips.

“I joined TikTok to push out my fairy tales podcast for children, Bearily Bear, and also to promote inclusive children’s books. We imagine traditional fairy tales, rewritten for modern times,” she said.

Miral’s podcast is free and can be found here. To check out more TikTok Tips for Authors, watch our entire conversation here.

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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Media Training 101: When Things Go Wrong on Video

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BONUS FREEBIE: I have a resource for you that will help you prepare to talk with media and audiences. It’s the 10 Questions Every Author Needs to Answer. You can grab the fiction and nonfiction lists here.

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Be honest. Is the reason you’re not “going live” because you think something will go wrong? Well, I’ll share a secret with you…

Something will go wrong.

Not all the time. But chances are, if you shoot enough video or appear on enough television shows as a guest, at some point, something will go wrong.

It even happens to me! Yep – it happened on my show Inside Scoop and while I was producing for network television.

Here are four types of things that can go wrong and how to handle them.

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Become a NYT Bestseller

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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There’s a difference between being an author and a bestselling author.

But what does that really mean? How many books do you have to sell to qualify? Is getting on the New York Times Bestseller List a realistic goal? Is there a secret to getting on that list?

Book marketing expert, Rob Eagar, joined me on Inside Scoop to answer those questions.

Rob has helped both fiction and non-fiction authors hit the New York Times Bestseller List, along with USA Today and The Wall Street Journal. He just had a client about 120 days ago, who was on all of those. And helped a book that was 23 years old finally become a New York Times Bestseller, after already being in print for over two decades.

Here are four of Rob’s pointers to sell more books.

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Behind-the-Scenes of a Bestselling Book

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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Where the Crawdads Sing is one of my favorite books and it’s becoming a movie! It takes a team of people to create a bestselling book.

And one of the most important people on that team is your book editor! The editor of Delia Owen’s bestselling book is Tara Singh Carlson, who joined me on Inside Scoop.

Tara is an Executive Editor at G.P. Putnam’s Sons and has worked on The Light We Lost by Jill Santopolo (which was also a Reese Witherspoon Book Club pick), on The Family by Naomi Krupitsky (which was a Read with Jenna pick in November), We Must Be Brave also by France Liardet and many celebrated and bestselling authors.

Here are a few points from Tara about what editors do and how they can help your book become a bestseller.

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The Business of Being an Author

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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If you want to be an author (or already are one) I’m going to let you in on a secret: You are also a business owner.

Yep! Having a book means you have a business (like it or not)!

Writing for fun is great but being a professional author means you need some business know-how to be a success.

I learned a lot about this after my first two books Listful Living and Listful Thinking were published and since I media-train authors I get a first-hand look at what happens in the book world.

And as I start the publishing process on my first fiction book, I’m already learning that the business opportunities are different.

Book publishing and business expert, Jane Friedman, joined me for my live-streaming show Inside Scoop to teach us all about The Business of Being an Author.

Here are four insights she shared to help you make the transition from amateur to professional.

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Use Video to Grow Your Audience with TikTok

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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As you know, I’m a former television producer so I love video. I’ve been talking about it for years and people are finally catching on and understanding what a powerful tool it can be. And one of the most powerful (and newer) video driven social media apps is Tik Tok.

I have to admit I’m mostly a TikTok stalker. I have not created one thing on it. (Yet! My guest has inspired me to get started.)

I brought expert TikTok-er, author and speaker, Selena Rezvani, on my live-streaming show Inside Scoop to teach us how to grow your audience with TikTok. She has nearly 200,000 followers.

Here are Selena’s top five tips for getting started on TikTok.

(Don’t worry, none of the tips are about dancing!)

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Media Training 101

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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When I was a senior health producer at Fox News, I booked guest experts all the time.

But I couldn’t book them all and often they suffered from not being able to articulate what they know in a succinct and compelling way. So it’s part of why I do what I do today as a media trainer and video coach – to help as many people as possible do this well.

To become a go-to media expert, you need to be able to speak in soundbites. To do this I created what I call “The Accordion Method” – I use it myself and teach it to all my media-training clients.

Here are three points of “The Accordion Method“.

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Being Prepared for Pushback

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”
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Be authentic and put yourself out there. Share your expertise. Just be your authentic self and people will respond to your message.

That’s good advice. But that doesn’t mean everyone will respond to your content.

It’s hard enough to ignore trolls on the internet, but sometimes you’ll face skeptical anchors on live tv as well. So it’s important to be prepared.

I’ve been on both sides of this. Both as an expert and as a journalist. Both sides are doing their job – seeing both sides of the story

I’ll admit I was even a bit thrown off when this happened to me during a recent interview on WPIX in New York. I was talking about how to have a four-day work week and the anchor just wasn’t buying it.

He said, “How much of this is fantasy land?”

Here are three ways to get through someone questioning your expertise.

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