Bootstrap Advice to a Small Specialty Publisher

 First, try these:

1. Make sure you have strong reviews posted on Amazon.com and GoodReads. Amazon remains the #1 outlet for books of all kinds – selling 80 percent of all books sold in America (and likely 80 percent of all books sold anywhere), and it – like GoodReads – is also a trusted source of review information. If you don’t have reviews there (or don’t have enough), ask each person who’s reviewed either book to post reviews (you can’t do it for them).

2. Find every online topical website and Facebook Group, based on the subject matter of the books in question, then register on those lists, monitor them and reply or contribute as possible (in a non-promotional way to build your name recognition).

3. Create an email list of as many interested parties (current and former clients, reviewers, etc.) as possible. This becomes your platform, and it’s invaluable.

4. Whenever a new review is posted anywhere (Amazon is good as it’s credible, and so is GoodReads), post a link to this review, then share them to the websites and Facebook Groups that are topically linked to the book – and – if they allow URLs, include a web link so people can find the reviews. When you do this, space out your posts so that people who subscribe to more than one group you’re hitting won’t feel spammed.

5. Also, send out an email blast to all those on your platform list (making sure you don’t cross the line into spam.  First, send to each person offering the opportunity to opt out, then include an unsubscribe link to each email).

6. Send out a press release over the Internet about the review. Use a press release service.  Quality varies – I used to use BusinessWire exclusively, but now I avoid them for reasons spelled out here.  Find a company that has extensive agreements with content aggregators – you’ll reach hundreds of media outlets, which is a good thing.

7. Whenever the specific subject of this book becomes a point of discussion (this requires some monitoring), have (author) draft a response to the discussion, preferably pointing out something new to the discussion and mentioning that more details can be found in Vol. 1 or 2.

8. Create a blog. I used to use “Blogger” because Google owns it and searches it, but WordPress and other outlets are available and I’m now shifting my blogs to my WordPress website.  Also, create video blogs based on each published blog.  Don’t just read them, but cover the same material in from 90 seconds to three minutes.  Don’t “over-produce” them – YouTube values authenticity, which means one-take, no edits, no fancy special effects, just useful information.

a. Periodically have (author) write interesting anecdotes or information – or these could be cut-and-pasted from the book)

9. Find non-profit and charitable groups and donate autographed copies to be raffled or auctioned off to raise money (and work with them to make sure the full publicity is accomplished – see 4, 5, 6 above). This can include PBS and NPR fund-raisers – they have loyal audiences who care about those who support them.

10. Propose to topically-linked non-profit and charitable groups that they become resellers of the books to raise money. Give them your best bookstore rate and help them promote it (plus do 4, 5, 6 above).

11. Post autographed copies of the book on eBay – set your reserve minimum to at least your wholesale cost, and let the auctions find the market price. You might also have an eBay web store where people can “buy now.” This, by the way, could apply to all of your products – other books, decals, prints and paintings, etc.

12. If you have a book that’s out of print, you can add a bit to it (it doesn’t take much – a new updated final chapter, some additional references to the bibliography, etc.), re-copyright it, then re-release it as an “Expanded/Enhanced Second Edition” – and with POD now available, you could avoid creating inventory. The new second edition could be subject to reviews all over again – it becomes new all over again – and much of what’s proposed up above will work for each book you re-release.

13. One final note. I know you sell direct and I presume that’s your most profitable move. However, some people remain reluctant to buy online except through established vendors (i.e., Amazon) – so whenever you give a link to buy from you, also give a link to buy from Amazon. If you set up as an affiliate of Amazon’s, you’ll get a (small) commission from all book sales generated by people who link through your website. There are some people who’ll buy from Amazon who won’t buy from you, and you don’t want to lose those sales.

I hope this helps. Obviously, this is just a quick-and-dirty tip-of-the-iceberg overview – you’ll find more ideas in my blog posts on book promotion and in my forthcoming book, Write Now! Also, obviously, this is what I do for a living, and I’d be glad to help professionally. However, times are tough and you and (author) are creative – if you can do these on your own, please do so with my blessing. Ever since I reviewed your (title) book a decade ago, I’ve been among your biggest fans, and always glad to work with you to help you achieve success (knowing that this success will lead to more wonderful products down the road).

So make this happen, or retain me to make this happen – either way, these steps should help you to build your business, domestically and around the world.

That’s it – a practical, real-world guide to bootstrap promotion of an exceptional specialty book. Adapt the advice to your own specialty market, and you can get it done, too – or call me (702-561-1167) or write me (ned@barnettmarcom.com and I’ll help make it happen.

Ned