You’ve finished writing your book, and it’s about to hit the shelves.
Now, you want to get it into the hands of readers.
One effective way to market your book is by sending out a press release. The trouble is, many authors don’t know how to write a book press release.
That’s why we teamed up with Marie Whittaker, expert on all things publishing, authorship, and project management, to discuss how to write a book press release.
Let’s dive in.
Table of Contents
Key Takeaways
- Book Press Releases Enhance Visibility: Press releases are vital marketing tools for authors to generate buzz and enhance visibility for their upcoming books, enabling them to control the narrative and information released to the public at various stages of the book’s development.
- Strategic Timing for Maximum Impact: The optimal timing for different types of book press releases (e.g., coming soon, cover reveal, ARC requests) is crucial, with the first release recommended up to 18 months before launch to build anticipation and engagement.
- Diverse Press Release Types Serve Various Purposes: Employing a variety of press release types throughout the book development process (such as cover reveals, ARC requests, and announcing release dates) helps maintain ongoing interest and engagement from potential readers and reviewers.
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What is a Press Release?
A press release is an official statement sent to news media outlets for marketing or publicity purposes.
Tip!
- A book press release informs the public of your book’s launch, including all the information you want to relay to the market.
The beauty of a press release is that you control the information that’s released. You can promote your work at any stage of your book’s development, so you get to decide what is relevant to reveal to the public at each stage.
There are five main kinds of book press releases:
- Coming Soon
- Cover Reveal
- ARC (Advance Review Copy) Request
- Announcing positive review coverage
- Release Date
Coming Soon
Tip!
- It’s important to send out varying press releases as you develop your book and approach publication.
In other words, you can constantly update your audience, even before you finish writing.
Let’s say you’ve landed on a concept for your next book, and fans are waiting for the sequel. Get them talking about your upcoming book with a “coming soon” press release.
The more press releases you send out as your book is in development, the more exposure your book will get before it’s even published.
Cover Reveal or an ARC Review
Another great way to get fans excited is with a cover reveal or an arc review. You can also send out an advanced copy of your book for review and use the review as part of another press release!
Once you’ve landed on a final illustration or format for the front cover of your book, you can get readers excited by sharing the cover and reviews it with them!
In addition, ARC reviews are a great way to give readers a sneak peek into what your next book is going to be about.
This is a great way to generate buzz and lets your fanbase know what your next book is going to be about.
Book Release Date
It doesn’t stop there. Letting your audience know your book’s release date is one of the most important book press releases in your book marketing arsenal.
It’s best to send this kind of press release out about six months before your book’s launch.
Book Launch
Last but certainly not least, send out a press release shortly after launching your book to inform readers where they can purchase it.
A good book press release contains all the pertinent information that the market is going to want to see.
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Why Authors Should Make A Press Release
“Press releases are great promotional tools to help you advertise your own work.”
Authors should make book press releases to create conversation around their upcoming book.
What’s more, press releases are helpful networking tools.
Tip!
- Always have your press release handy. Print out a couple of copies as if they were business cards.
If you’re at a convention and you meet somebody who could potentially review your work, you can hand over your book press release and get the ball rolling.
The bottom line is that sending out a press release is just a good marketing tool. It’s also a great networking strategy, especially if you’re going to book stores, conventions, readings, or libraries.
Press releases can help you get in touch with magazines and publishers, get readers talking about you, and ultimately, sell your books.
When Authors Should Make A Press Release
It’s always a good time to send out a press release!
But when’s the best time?
The best time to send out a press release for your upcoming book is before it launches.
But that’s only if you’re sending out one press release.
How should you go about timing different kinds of press releases for the same book?
Tip!
- Give yourself plenty of time between your first press release and your book’s launch.
The first press release can go out as early as 18 months before your book is set to hit the shelves. You don’t even have to have a firm release date yet, as long as you have an idea of when it will be available to the public.
Your next press release should be six months after your first one. At this point, your book should already be written. This is when the arc review press release can come into play.
A coming soon press release should go out anywhere from eight months to one year before launch.
Reviewers like Publishers Weekly and Booklist want your press release six months ahead of time.
You don’t want to rush reviewers. It’s important to get your book reviewed ahead of time so that you can use those reviews on your press releases before launch!
No matter the stage of development your book is in, press releases are beneficial because they can help create first impressions regarding your book. The more people hear about it, the more sales you can generate from exposure alone.
Not to mention, press releases can also help authors gain a social following within the writing community.
Press Releases and Book Marketing
Let’s talk about how press releases fit into the rest of your book marketing strategy.
Press releases, especially cover reveals, can be repurposed as email blasts or tweets.
They are especially handy to have at book readings or in libraries. You never know who you’re going to meet!
But how can you best market your press release?
I’m glad you asked.
Whether your book is a steamy romance or a hardcore science fiction novel, you’re going to want an attention-grabbing hook at the top of your press release, as well as keywords that you want readers to remember.
If you really want your press release to shine, make it personal.
Sign it, and sprinkle in some personality so readers can get to know what to expect from you as a writer.
What Should a Press Release Include?
On your first press release, you should include:
- Hook
- Book Description
- Name
- Location
- Short Biography (150 Words)
- Coming soon
- ISBN
- A Thank You!
- Page Count
Do your research, and come up with keywords that are going to make your audience want to read more from you.
The first chapter of a good book is tasked with keeping the reader interested. Think of the first quarter of a page on your press release in the same way.
If you already have your book cover ready to go, you should include that in your press release, too.
Keep in mind that nobody wants to read a wall of text. A good press release is short and sweet and fits all on one page.
Make sure the press release addresses the kind of audience that’s going to be interested in this kind of work, especially if you’re talking to different reviewers.
If you’re still a bit confused about what your press release should include, Kindlepreneur has a helpful book press release template to get you started.
Press Release Syndication Services
Should you try and take all of this on by yourself, or should you enlist a syndication service?
I always say you should get started for free.
Once you know what works best for you and your work, you’re going to have a better idea of how to work with a contractor.
In other words, if you’re paying for a service, you’re going to know what you want them to deliver after you’ve had a little experience on your own.
It’s fairly easy to send your work in for review on platforms such as Booklist, Kirkus, and Publishers Weekly. Most importantly, doing your own marketing research helps keep marketing costs down.
Once you’ve got a little more experience, if you want to work with somebody, go for it!
When you’re just starting out, it’s better to get started on your own.
Examples of Press Releases Done Right
Below, we’ll take a look at two examples of press releases from Marie’s clients that were done right.
Both of these PRs nailed the call to action and delivered the files for the eARC in multiple formats to make it easy for the reviewers to access.
They also both begin with a good hook to show the book is interesting, and give some insight into the genre without spelling it out.
The contact information is forefront so that reviewers know how to contact the publisher for further information.
The ISBNs and pricing are listed clearly so that reviewers can publish that to their blogs and reviews, which is a great way to get that information circulating.
These PRs are short and sweet, and get to the point, and at the same time introduce the author without going overboard.
Frequently Asked Questions
Are Press Releases Still Relevant in 2024?
The term “press release” may sound old school, but they’re still very relevant today. Press releases benefit readers who want to know where and when they can read your books.
In addition, they’re great marketing tools to share on social media, present at book talks and readings, or to just keep handy for when you need them.
How Can I get An Editorial To Review My Book?
The number one way to get an editorial to review your book is to get started on sending out your press release as early as possible.
Give the editorial ample time to review your book. They won’t review it overnight.
What Platform Should I MAke My Press Release On?
Conclusion
To recap:
Press releases are great marketing strategies that can help you inspire readers to pick your book up off the shelf.
It’s best to send out more than one press release leading up to the launch of your book.
The primary kinds of book press releases are:
- Coming Soon
- Cover Reveal
- Arc Review
- Reviews
- Release Date
You get to decide what the word on the street is in regard to your upcoming book.
By sending out a press release, you can inform readers of what your book will be about, what editorials had to say about it, and when and where it will be available for purchase.
Introducing:
Booklinker Collections
One landing page for all your books. 100% free.
One link for easy sharing of your books across your backmatter, websites, emails, and social media.
