Here's why my books get so much free publicity

A step-by-step guide to getting your book in front of, well, everyone

A recent(-ish) Vulture article asked an excellent question: Do I Really Need to Op-Ed to Sell Books? Spoiler: We don’t get a definitive answer, because there isn’t one (nor is there a clear explanation for why op-ed is a verb, but I digress). As with all things related to publicity and book marketing, it might make some ineffable dent in sales, but nothing deep enough to move the needle (metaphors, they are a-mixin’). The talented Katie Gutierrez (who shared her query with us here!) put it well:

Katie Gutierrez, author of the novel More Than You’ll Ever Know, also went into the process with eyes open, as published friends had advised her there’s not much an author can do to move the dial on sales … Gutierrez was proactive about the essay-writing process, but recognizes that a title’s ultimate success is determined by other factors. “It depends on how much support you’re getting from the publisher versus how much you’re expected to do yourself,” she added.

That said, I work hard to pitch essays and op-eds and think-pieces before every book comes out (and have had success placing them in Marie Claire, Cosmopolitan, Good Housekeeping, CNN.com, Elle, and more). Here’s why I invest the effort:

This, but with your book instead of a headless child. (Photo: Ann Poan)

• I enjoy it. I was a freelance writer before a novelist and a magazine editor before that, so writing this stuff comes relatively easily to me. (I know—annoying.) I also have the huge advantage of knowing editors at several publications, so my publicist and I can divvy up the pitching.

• It shows my publisher I’m one of the good ones, the kind of author who’ll work her butt off to get her book out there. Let’s be real: The more your publishing team sees you as an ally, the likelier they are to keep you top of mind for opportunities (a panel, say, or an imprint-wide event).

• Publicity begets publicity! Now your publicist can mention that the book was featured in, say, Elle while pitching another women’s fashion magazine. Makes it sound like the real deal, you know?

• I’ve heard different numbers, but someone told me the average consumer needs to see a book…I don’t know, six? seven? times before it sticks. Then, when they’re browsing at the store, blammo, they pick it up without even knowing why: “I’ve seen this one!” Showing the book cover and mentioning the elevator pitch to fresh eyeballs is rarely a bad thing.

Below, I’m sharing super specific tips for successfully placing your ideas and timing them around your publication for maximum effect. (And hey, even if you’re not at that stage, thinking about how the themes in your book tie into the national conversation—hot topics, think-pieces—is a smart move. More on that below.)

In a future post (possibly posts?), I’ll share the exact pitches I sent magazine/newspaper/digital editors and the articles that resulted from them. And of course, I’ll be sharing interviews with professional book publicists soon. (As always, I want to drown premium subscribers in high-quality, super-usable content! Did I mention that, through 5/3, you can get 20% off a subscription for 12 months?)