Articles tagged "DIY marketing"

PR Part I: Ready, Set, Press Release!


RALEIGH, NC – September 13, 2016 – Lulu, the pioneer and world leader in independent publishing, announced today that all authors should launch their new books with a well-crafted press release. “It’s your story and you should be the person telling it,” said Glenn@Lulu, Content Marketing Manager at Lulu Press.



That’s the most interesting thing I’ve heard all day!

That’s a pretty standard (and frankly boring) opening for a press release: Announce something, follow it by an authoritative, quotable quote, then tell the story. It’s really like writing a one-page essay. All you need to do is write a release that answers who, what, when, where, why and how. Sounds simple doesn’t it?

You may be surprised to learn there are people out there who make hundreds of dollars per press release. That’s right, all that money for writing five paragraphs announcing something someone thinks is newsworthy. In reality, this is something you can do yourself. All you need is a bit of practice and an ear for what will attract the attention of local, national, and global news outlets.

Let’s get started.

One second to fame

Books are published everyday. Another one being published is not news. Therefore, your headline has to jump off the screen and make a reporter want to read more of your story. Since your headline is the first impression you will make, avoid clichés, puns, and gimmicky subject lines. Otherwise your headline may be the last impression you make before a journalist hits the delete key.

Sell the hook, not the book


Sell the hook first. Then sell the book.

What makes your book relevant? Does it solve a problem? How does it relate to other books in the genre? Does your book explain or fit neatly into a current news story? Does the action in your book revolve around an upcoming holiday? Are you a coroner writing a crime novel? A mother writing a conspiracy thriller? A life-long city dweller celebrating life off the grid? Your press release is the means to tell your story. The book is almost an afterthought, “If you want to know more, you can find <insert title here> on Lulu and all major online bookstores.”


Don’t promote, inform

An effective press release is based on facts, not opinion. Of course you, your mom and your best friend think your book is the best book ever published, but that is only an opinion. A journalist needs facts and when possible quotes. If your book solves a problem, state the problem and the solution it provides. If your characters or plot happen to coincide with something happening in the news, explain why your book will help people better understand the situation. When possible, provide quotes from experts in your field or snippets from reputable reviewers.

The best book in the world – Really?

hyperboleYou want your headline and body text to be original, snappy, and attention grabbing; however, avoid using clichés and hyperbole. Unless you have proof your book will transform lives, leave readers breathless or on their knees begging for more, don’t include these overused tropes in your press release. They show a lack of thought and imagination (see above – facts not opinions).


Do your research

Your best bet for getting early publicity for your book will be from local newspapers, libraries, radio programs, and independent bookstores. With that said, make sure you do your homework and address your press release email to a person (name spelled correctly).   No one wants to receive a generic email blast sent to every Sir, Madame, or Whom it May Concern in the business. Make it personal. I spell my name Glenn with two Ns – you should too!

Everybody is busy (and lazy)


Content, I need good content!

All journalists are on tight deadlines, so the easier you make it for them to write the story, the more likely it is your story will get their attention. When you send your press release email, include links to your author press kit (About the Author), your book’s retail page, and book excerpts. It is not recommended you send a free copy of your book with the initial contact. Instead, explain that free electronic copies will be provided upon request.


Follow these tips and you will be well on your way to getting the publicity your book deserves. Remember, start local, be personal, and try different angles until you have perfected your press release. Then go national.


Up nextPR Part II: Write the Best Press Release – EVER!

Tips for composing the best book launch press release in the history of the written word in the format of a standard press release.

Additional Resources

Author Press Kit: How You Market You

Crafting an Elevator Pitch for Your Book

Five Hours to Success: Sell More Books

How to Publish a Paperback Book on



Need Some Help with Marketing? Ask a Friend


The last question we asked our authors was where they turned for marketing assistance. While it’s easy to imagine bestselling authors employing a team of marketing experts, the truth is,  most of them did it alone.


It’s refreshing to see that 58% of authors had no help and an additional 21% had only unpaid help from friends and family. Only 21% – about one in five – paid for marketing support with just 2% hiring a marketing team. That’s one in fifty authors with a marketing team, versus six in ten doing marketing all on their own.

If you need help, phone a friend

While most authors did their own marketing, don’t hesitate to get help if you need it. Whether it’s hiring a designer to make a new cover (something many of our authors recommend) or recruiting a family member to stuff envelopes for a promotional mailing, there are plenty of ways to get the support you need. Here are a few ideas that we heard from the authors who responded to our survey:

  1. If you don’t have a big budget, offer to trade services. For example, write something for the graphic designer who you want to redo your book cover or website.
  2. Engage your fans, followers and subscribers. One of the best ways to get noticed on social media is to ask for your readers feedback or suggestions. Ask your audience which new book cover they like best or which email service provider they recommend.
  3. Hold a contest and give away signed copies of your book to the winners.
  4. Check out You can get a lot of marketing tasks done for cheap on this website. Be sure to select someone with at least ten reviews of 4.5 stars or better and test them out with something small before dedicating a large portion of your marketing budget to them.

Action Item

If you could get help with just two tasks on your book marketing plan, what would they be? Identify and reach out to people with those skills.

Key Takeaway

58% of best-selling authors had no help with marketing. Only one in five paid for marketing help.

Market Your Book: Knowing Your Audience


You wrote and published a book. Congratulations!

Now it’s time to think about the business of marketing and selling it. The most important challenge you face after publication is getting your book in front of people who want to buy it. Where do you start?

We asked 4,000 of our top selling authors to share some of their secrets to success. Over the next few weeks we will share their insights. While you may find some of their answers to be painfully obvious, others may surprise you. The first question asked why author’s why they thought their book had found success.

Lulu-Marketing-Your-Book-eBook28web-final29_pdfThe top 3 answers are all representative of understanding and providing content for a very specific audience. Again and again the words “niche,” “audience,” and “filled a need” came up in answers to this question. As one author said, “Make it your overriding passion to learn as much as you can about your audience and then give them what they crave.”

Take note of two related answers “Only book of its kind” and “Subject matter / topic.” Many authors stress that successful books require a fresh perspective on a popular topic or that they address a subject that’s never been written about. One author said their book was successful because “it fills a niche with no competition for content, quality or clarity of presentation.”

Also, take a second look at the votes for “Author platform.” Later on, we’ll look at the different elements of an author platform, and which parts of the platform our best-selling authors think helped them the most.

What Should You Do?

Define your audience. What are they interested in? Where do they spend time online and in the real world? How do they satisfy their need for content similar to yours – for example, blogs, magazines, social communities, events, or video? What can your book oƒffer this audience that’s not available anywhere else?

Key Takeaway

The most important step in effectively marketing your product – whether it’s a book, a business or a lemonade stand – is understanding your audience. Successful independently published authors credit knowing their audience and filling a niche as their key to success.

Additional Information:

How Authors Can Build Their Marketing Presence Online
Guest Blogging: Building Your Online Reputation

How my Lulu Books Became Amazon Best-Sellers

By Jackie Barrie, author of Lulu books The Little Fish Guide to DIY Marketing and The Little Fish Guide to Networking.

As you can guess from the titles, both my books are targeted toward small businesses and startups. With such a limited audience, I’d never expect them to be ranked top overall. I’m thrilled and amazed they got ranked at all! But they both reached top ten in Amazon’s Sales & Marketing category.

As you can see from the screenshots below, my first Lulu book The Little Fish Guide to DIY Marketing peaked at number 8 (at the time of writing, it is number 40). My second Lulu book The Little Fish Guide to Networking made it to number 7. It also attained 11th position in the Marketing category of the 2012 #BizBookAwards run by Small Business Trends (at one point it was 4th).