Writing a good book is the first step. The most important one.

Publishing is second.  Marketing, third.

I’ve read books on Indie marketing and ideas range from developing a top-notch website, creating YouTubes, or audiobooks, and taking advantage of free social media, or paying for advertising, both digital and in print. So far, I’ve got a really good website. No YouTubes or audiobooks, yet. I use social media a great deal, but not paid advertising.

What I did do, however, on one of my books, was write a press release. But I didn’t write the release about my book per se. I took a concept from my book and capitalized on that. I found a “hook,” that I thought would be of interest to a wide audience.

DEADLY PROVENANCE is about the Nazi confiscation of art and a missing Van Gogh painting. It is actually still missing so I decided to go on a hunt for it. Seemed like a good angle: “Mystery Writer on Hunt for Missing Van Gogh.” Now what?

I created a press release, weaving my book concept into this “hook” so it didn’t appear to be just a “buy my book” message.

Now, what do I do with it? I can send it to local papers and news stations. Not too hard. Find the feature editors, senior editors, etc. But what about a more widespread release? Throughout the city, state, country?

I investigated some marketing companies. I found one called PRWeb.com and decided to go with them. For under $500, they helped me tune up my release, target my audience, and release it on a certain date to many thousands of publications around the country. They also followed up with analytics to show who picked it up, how many hits, impressions, interactives (forwards, prints, etc.) took place.

How did I do? I was somewhat disappointed in the results. Most of the sites that picked up the story were online journals and digital newsletters. Certainly not the New York Times. A couple of biggies did pick it up: Miami Herald and the Boston Globe. But when I clicked on the sites and tried to find the article, they didn’t show up. Hmmm. Using Google and Google Alerts, I tried to find who picked up my press release. Still not a clear picture. Maybe I’m just tech-challenged.

My next step was to take the release and blast it to local press avenues. There I had more success. I snagged a radio interview at KPBS and astoundingly, landed on the front page of the San Diego Union Tribune. Terrific story by an excellent columnist who took my press release, interviewed me and then wrote his own article. I was flying high. Although anyone who knows San Diego’s U/T would probably laugh.

Then it was over. In one day, I was no longer a cover story. I was back to being one author amongst many. What now? Peddle the press release along with my one day of fame, to new sites or repeat sites? Write a new press release? Or do I hire a publicist who knows the appropriate next steps?”
At this point, I have focused on writing the best books I could: delving into the research, creating new plots and interesting characters, and using social media to market. I’m not a New York Times bestselling author yet, but I’ve done pretty well. More important–I’ve enjoyed the entire process!

Ideas welcome!